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Test your basic knowledge |
Public Relations: PR Basics
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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. Reuters (based in London)
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2. 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 -
guidelines for working with medi
stages of crisis management
guidelines for handling a PR crises
Management by Objectives and Results
3. MOR
problem definition
Management by Objectives and Results
embargoed news
developmental media
4. On-going evaluation in-progress during the program-- 'How are we doing?'
attentive audience
formative evaluation
PR effectivness
cross sectional surveys
5. Whose job is it to educate and train executives to deal with the press?
The PR practitioners
strategic thinking
news
latent public
6. How much do people use information in the problem situation? What kinds of information do people seek? How do people use information? What predicts information use?
formal research
additional questions that must be answered through research
western media
television
7. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
newsworthy event criteria
PR effectivness
authoritarian International media
western media
8. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
types of surveys
formal research
external factors of a situation analysis?
problem statement
9. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
ways a company can use budgeting for PR
AVE (Advertising value equivalency)
interactive communication (all about building and maintaining relationships with the public)
uncontrolled media
10. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
kinds of Informal/Explorative research?
communist media
aware public
budgeting tips
11. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
types of crises
components of the circular PR Management Process
weakness and threats strategies
80%
12. History of the situation - study of who is involved/affected/gathering information about stakeholders
external factors of a situation analysis?
PR effectivness
tactics
attentive audience
13. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
78%
colors associated with different crises
nonpublic
components of the circular PR Management Process
14. The key for public relations is that the new technology promotes what?
types of surveys
interactive communication (all about building and maintaining relationships with the public)
formative evaluation
communist media
15. They read to enhance their self-image and status with others
14%
aware public
television
ego-booster newspaper reader
16. They read because they see it as a source of enjoyment and a habit
situation analysis
PR efficiency
guidelines on giving the media the news they want
pleasure newspaper reader
17. When people communicate and organize to do something about the situation they are involved in
PR effectivness
10%
advertising
active public
18. People who are unaware of their connections with others due to an issue
latent public
reification
methods to measure TV/radio audiences
results of long-range planning
19. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
components of the circular PR Management Process
types of surveys
publice service announcement
pleasure newspaper reader
20. Media is relatively free - as long as it supports national goals and heads toward development Example: India
cross sectional surveys
the PR process
developmental media
components of the circular PR Management Process
21. Evening TV news - major network news - local newspaper
Examples of traditional media
tactics
PR effectivness
14%
22. They read newspapers to receive advice and guidance for forming and validating an opinion
opinion maker newspaper reader
attentive audience
stages of crisis management
listening
23. Research that has already been conducted
guidelines for working with medi
common mistakes in handling crises
multiplier effect
secondary research
24. When a company uses AVE's to save money and look more credible
multiplier effect
latent public
listening
guidelines for working with medi
25. They read for varied reasons that don't belong in any other category
strategic thinking
publice service announcement
scanner newspaper reader
attentive audience
26. What aspect of PR undergirds every step of the process?
research
controlled media
potential audience
10%
27. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
places where one could obtain secondary research
controlled media
the PR process
steps to creating an evaluation program at your organization
28. Detection - Prevention/Preparation - Containment - Recovery - Learning
stages of crisis management
interactive communication (all about building and maintaining relationships with the public)
forms of analysis used when informal methods of research aren't enough
qualitative research methods
29. 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
developmental media
guidelines for writing a program objective
colors associated with different crises
14%
30. 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)
types of surveys
guidelines on giving the media the news they want
main obstacles in planning
advertising
31. AP (Associated Press) and The United Press International
guidelines for Good Media Relations
big wires in the U.S
SMART decisions
Management by objectives
32. Yellow = current crises - Green = emerging crises - Brown = old crises
qualitative research methods
ways to analyze media coverage
research
colors associated with different crises
33. With uncontrolled media these people control if it is reported/what - when how - etc?
instrumental newspaper reader
western media
media Gatekeepers
publice service announcement
34. What percent of media relations is Preparation?
authoritarian International media
80%
types of surveys
aware public
35. Secondary analysis - content analysis (whats in the media) and surveys
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36. Their level of involvement is very low - they dont have any impact in the org. and vice versa
components of a budget
nonpublic
television
opinion maker newspaper reader
37. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
ways a company can use budgeting for PR
secondary research
budgeting tips
problem statement
38. PR now tells an org how to say - what to say and...
What to do
components of the SWOT analysis
80%
potential audience
39. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
places where one could obtain secondary research
components of a budget
10%
budgeting tips
40. Media over which you have no direct role in decisions about media content
the PR process
latent public
uncontrolled media
PR effectivness
41. Build on org strengths to counter threats in external environments
the PR process
strengths and threats strategies
strengths and opportunities strategies
guidelines for handling a PR crises
42. Specific activties that relate to strategies - have direct action - result from strategies
tread-panel surveys
Management by Objectives and Results
types of surveys
tactics
43. 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
SMART decisions
guidelines on giving the media the news they want
communication audit?
44. Conducted over a long period of time
communication audit?
information center
tactics
tread-panel surveys
45. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
attentive audience
revolutionary media
listening
internal factors of a situation analysis
46. Conducted to measure one single point in time
outcomes of a program
cross sectional surveys
scanner newspaper reader
components of a budget
47. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
situation Analysis( Internal and External)
forms of analysis used when informal methods of research aren't enough
10%
tread-panel surveys
48. 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
embargoed news
tread-panel surveys
guidelines to writing useful problem statements
information center
49. A collection of all that is known about the situation
results of long-range planning
listening
Management by Objectives and Results
situation analysis
50. Practitioners speak in terms of publicity - but media wants...?
tactics
news
strategic thinking
additional questions that must be answered through research
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