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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. Best for counting - predicting and analyzing. Methods include content analysis and survey research
weaknesses and opportinities strategies
results of long-range planning
quantitative research methods
external factors of a situation analysis?
2. AP (Associated Press) and The United Press International
listening
big wires in the U.S
communication audit?
to build a relationship with the media
3. When a company uses AVE's to save money and look more credible
scanner newspaper reader
multiplier effect
80%
publice service announcement
4. Diary - meter - people-meter - and telephone interview
ways to analyze media coverage
opinion maker newspaper reader
methods to measure TV/radio audiences
instrumental newspaper reader
5. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
examples of crises
PR efficiency
television
components of a budget
6. Whether or not your reached your goals
forms of analysis used when informal methods of research aren't enough
methods to measure TV/radio audiences
possible responses to crises
PR effectivness
7. Build on organizational strengths to take advantage of opportunities in the external environment
strengths and opportunities strategies
common mistakes in handling crises
The PR practitioners
uncontrolled media
8. PR now tells an org how to say - what to say and...
What to do
colors associated with different crises
14%
situation Analysis( Internal and External)
9. Predicting or establishing a desired future goal state - determining what forces will help or hinder movement toward te goal - and formulating a plan for achieving the desired state
PR efficiency
strategic thinking
information center
tactics
10. Evaluation done after the program has finished-- 'how did we do?'
stakeholder analysis?
summative evaluation
information center
cross sectional surveys
11. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
strengths and opportunities strategies
scanner newspaper reader
weaknesses and opportinities strategies
listening
12. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
strengths and opportunities strategies
advertising
newsworthy event criteria
scanner newspaper reader
13. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
formative evaluation
things that define stakeholders
advantages of getting a story in print
research
14. What percentage of crises are 'smoldering?' (building over time)
80%
78%
strengths and threats strategies
secondary research
15. Build on org strengths to counter threats in external environments
weakness and threats strategies
scanner newspaper reader
nonpublic
strengths and threats strategies
16. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
developmental media
external factors of a situation analysis?
tread-panel surveys
publice service announcement
17. Their level of involvement is very low - they dont have any impact in the org. and vice versa
controlled media
weakness and threats strategies
Management by objectives
nonpublic
18. With uncontrolled media these people control if it is reported/what - when how - etc?
secondary research
opinion maker newspaper reader
media Gatekeepers
aware public
19. Specific - measurable - achievable - realistic - and time-bound decisions
budgeting tips
SMART decisions
latent public
putting news on a wire or syndicate
20. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
scanner newspaper reader
outcomes of a program
situation Analysis( Internal and External)
components of a budget
21. How much money/time did it take to reach those goals
guidelines for writing a program objective
pleasure newspaper reader
PR efficiency
strategic planning
22. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
results of long-range planning
radio
listening
PR efficiency
23. 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)
outcomes of a program
internal factors of a situation analysis
guidelines on giving the media the news they want
10%
24. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
components of the SWOT analysis
radio
What to do
common mistakes in handling crises
25. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
formative evaluation
10%
guidelines for Good Media Relations
ways to analyze media coverage
26. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
instrumental newspaper reader
colors associated with different crises
types of surveys
tread-panel surveys
27. ualitative and Quantitative research
guidelines to writing useful problem statements
formal research
guidelines on giving the media the news they want
primary research
28. They read newspapers to receive advice and guidance for forming and validating an opinion
external factors of a situation analysis?
possible responses to crises
opinion maker newspaper reader
publice service announcement
29. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
primary research
The PR practitioners
stages of crisis management
budgeting tips
30. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
AVE (Advertising value equivalency)
attentive audience
main obstacles in planning
weakness and threats strategies
31. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
nonpublic
world's largest international news agency
strategic planning
developmental media
32. Reuters (based in London)
33. People who are unaware of their connections with others due to an issue
latent public
strategic thinking
authoritarian International media
methods to measure TV/radio audiences
34. What percentage of a PR campaign SHOULD be used for research??
10%
Management by objectives
The PR practitioners
scanner newspaper reader
35. They read for varied reasons that don't belong in any other category
scanner newspaper reader
budgeting tips
television
communication audit?
36. Research that has already been conducted
secondary research
14%
big wires in the U.S
developmental media
37. Information shared with journalists who are not to share it on a wide scale until given permission
situation Analysis( Internal and External)
big wires in the U.S
AVE (Advertising value equivalency)
embargoed news
38. Product recall - fatal accidents - natural disasters - sexual harrassment
things that define stakeholders
examples of crises
developmental media
tactics
39. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
communist media
information center
strategic thinking
forms of analysis used when informal methods of research aren't enough
40. 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
primary research
guidelines for writing a program objective
western media
to build a relationship with the media
41. The process of identifying who is involved and affected by the situation
interactive communication (all about building and maintaining relationships with the public)
listening
situation Analysis( Internal and External)
stakeholder analysis?
42. Specific activties that relate to strategies - have direct action - result from strategies
communication audit?
tactics
developmental media
main obstacles in planning
43. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
force field analysis
communication audit?
components of the SWOT analysis
outcomes of a program
44. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
qualitative research methods
summative evaluation
cross sectional surveys
attentive audience
45. Media is relatively free - as long as it supports national goals and heads toward development Example: India
developmental media
additional questions that must be answered through research
guidelines for handling a PR crises
guidelines for Good Media Relations
46. What aspect of PR undergirds every step of the process?
research
situation analysis
controlled media
active public
47. 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)
guidelines for Good Media Relations
methods to measure TV/radio audiences
weaknesses and opportinities strategies
The PR practitioners
48. MBO emphasizes goals and objectives
Management by Objectives and Results
possible responses to crises
research
Management by objectives
49. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
ways a company can use budgeting for PR
additional questions that must be answered through research
listening
communication audit?
50. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
strengths and opportunities strategies
qualitative research methods
strategic thinking
attentive audience