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Test your basic knowledge |
Public Relations: PR Basics
Start Test
Study First
Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
If you are not ready to take this test, you can
study here
.
Match each statement with the correct term.
Don't refresh. All questions and answers are randomly picked and ordered every time you load a test.
This is a study tool. The 3 wrong answers for each question are randomly chosen from answers to other questions. So, you might find at times the answers obvious, but you will see it re-enforces your understanding as you take the test each time.
1. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
radio
secondary research
Management by Objectives and Results
communist media
2. A concise desciption of the situation
problem statement
the PR process
guidelines for handling a PR crises
quantitative research methods
3. They read to enhance their self-image and status with others
SMART decisions
radio
ego-booster newspaper reader
budgeting tips
4. Define your objectives/mission - Define audience/what motivated them - Define metrics/critera to use - Compare yourself with the competition - Pick your measurement tool - Analyze results and make this a regular occurence
steps to creating an evaluation program at your organization
results of long-range planning
78%
secondary research
5. Identify thinsg that can go wrong and become highly visible - assign priorities - draft questions answers and solutions - focus on what do to and what to say - and develop a strategy to contain and counteract (not react and respond)
internal factors of a situation analysis
opinion maker newspaper reader
external factors of a situation analysis?
guidelines for handling a PR crises
6. On-going evaluation in-progress during the program-- 'How are we doing?'
radio
news
communist media
formative evaluation
7. Conducted to measure one single point in time
mailed surveys
main obstacles in planning
cross sectional surveys
guidelines for Good Media Relations
8. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
advantages of getting a story in print
kinds of Informal/Explorative research?
guidelines for working with medi
attentive audience
9. Information must be newsworthy - It must be up to the standards of that media - Must be a timely report of the issue - Must be the right definition of news (you would need to research that company/organization)
listening
summative evaluation
budgeting tips
guidelines on giving the media the news they want
10. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
types of surveys
stakeholder analysis?
weaknesses and opportinities strategies
common mistakes in handling crises
11. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
components of the SWOT analysis
strategic thinking
examples of crises
problem statement
12. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
stages of crisis management
aware public
publice service announcement
guidelines for working with medi
13. MOR
Management by Objectives and Results
guidelines for working with medi
14%
strengths and threats strategies
14. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
SMART decisions
qualitative research methods
situation analysis
putting news on a wire or syndicate
15. Detection - Prevention/Preparation - Containment - Recovery - Learning
SMART decisions
tactics
Management by objectives
stages of crisis management
16. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
newsworthy event criteria
the PR process
guidelines for handling a PR crises
problem definition
17. History of the situation - study of who is involved/affected/gathering information about stakeholders
Management by Objectives and Results
external factors of a situation analysis?
results of long-range planning
situation Analysis( Internal and External)
18. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
newsworthy event criteria
ego-booster newspaper reader
strengths and threats strategies
components of a budget
19. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
outcomes of a program
opinion maker newspaper reader
putting news on a wire or syndicate
situation Analysis( Internal and External)
20. A collection of all that is known about the situation
embargoed news
guidelines to writing useful problem statements
external factors of a situation analysis?
situation analysis
21. With uncontrolled media these people control if it is reported/what - when how - etc?
AVE (Advertising value equivalency)
advertising
potential audience
media Gatekeepers
22. An information line during a crisis - has 2 parts: one that deals directly with the public - one that obtains the information - and needs to be credible before crisis
ways to analyze media coverage
14%
uncontrolled media
information center
23. What percentage of crises are unexpected?
opinion maker newspaper reader
developmental media
information center
14%
24. Start with 'To' then use an accomplishment verb - Specify a key outcome to be achieved - State the outcome in quantitative terms - Set a target date for acheiving - Put it in writing and refer to it often
PR efficiency
world's largest international news agency
guidelines for writing a program objective
multiplier effect
25. Shoot squarely (be honest) - Give Service (give them what they want) - Do not beg for a story - Do not ask for 'kills' (suppressing a story) - Do not Flood the media (stick to what is news only)
embargoed news
guidelines for Good Media Relations
strengths and threats strategies
opinion maker newspaper reader
26. AP (Associated Press) and The United Press International
situation Analysis( Internal and External)
problem statement
big wires in the U.S
communist media
27. Attempt to minimize both organizational weaknesses and external threats
weakness and threats strategies
attentive audience
types of crises
components of the SWOT analysis
28. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
formal research
AVE (Advertising value equivalency)
television
situation Analysis( Internal and External)
29. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
force field analysis
components of the circular PR Management Process
main obstacles in planning
communication audit?
30. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
uncontrolled media
opinion maker newspaper reader
strategic planning
guidelines for handling a PR crises
31. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
tread-panel surveys
listening
information center
communist media
32. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
common mistakes in handling crises
active public
scanner newspaper reader
embargoed news
33. Information shared with journalists who are not to share it on a wide scale until given permission
quantitative research methods
strengths and threats strategies
stages of crisis management
embargoed news
34. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
authoritarian International media
radio
putting news on a wire or syndicate
aware public
35. Their level of involvement is very low - they dont have any impact in the org. and vice versa
qualitative research methods
nonpublic
cross sectional surveys
reification
36. What aspect of PR undergirds every step of the process?
research
possible responses to crises
problem statement
aware public
37. When people communicate and organize to do something about the situation they are involved in
tips to writing a Program Outcome
formative evaluation
force field analysis
active public
38. Libraries - databases - Internet - Publications - websites - etcs.
weakness and threats strategies
places where one could obtain secondary research
components of the circular PR Management Process
to build a relationship with the media
39. Evening TV news - major network news - local newspaper
guidelines for working with medi
stages of crisis management
secondary research
Examples of traditional media
40. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
communist media
advertising
guidelines on giving the media the news they want
radio
41. Product recall - fatal accidents - natural disasters - sexual harrassment
guidelines for working with medi
situation analysis
examples of crises
SMART decisions
42. Talk from the viewpoint of the publics interest - make the news easy to read - do not make a comment you don't want quoted - state the most important facts at the start - do not argue or lose your cool - you may rephrase a question you do not like -
Management by objectives
big wires in the U.S
interactive communication (all about building and maintaining relationships with the public)
guidelines for working with medi
43. Personal contacts - Key informants - community forums - advisory boards - monitor social media
kinds of Informal/Explorative research?
guidelines for handling a PR crises
opinion maker newspaper reader
communication audit?
44. Media over which you have no direct role in decisions about media content
uncontrolled media
colors associated with different crises
aware public
interactive communication (all about building and maintaining relationships with the public)
45. What financially supports cable television?
formal research
guidelines on giving the media the news they want
advertising
opinion maker newspaper reader
46. What percentage of a PR campaign SHOULD be used for research??
Management by objectives
stages of crisis management
Examples of traditional media
10%
47. They save time/money - they don't have a bias - it is convenient BUT they have no control over who responds - low responses - may not be an accurate sample population
guidelines for working with medi
PR efficiency
mailed surveys
78%
48. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
tips to writing a Program Outcome
reification
attentive audience
SMART decisions
49. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
10%
uncontrolled media
strengths and threats strategies
outcomes of a program
50. Specific activties that relate to strategies - have direct action - result from strategies
western media
tactics
mailed surveys
the PR process