SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
|
Email
Search
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. Research that has already been conducted
secondary research
Management by Objectives and Results
quantitative research methods
outcomes of a program
2. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
internal factors of a situation analysis
research
the PR process
listening
3. Yellow = current crises - Green = emerging crises - Brown = old crises
78%
colors associated with different crises
strategic thinking
controlled media
4. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
big wires in the U.S
budgeting tips
Examples of traditional media
ways to analyze media coverage
5. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
strategic planning
force field analysis
possible responses to crises
components of a budget
6. They read to get information they think will be useful in daily living
opinion maker newspaper reader
instrumental newspaper reader
nonpublic
ego-booster newspaper reader
7. When a company uses AVE's to save money and look more credible
multiplier effect
possible responses to crises
secondary research
aware public
8. Use present tense - describe situation in measurable terms - do not imply solution or blame for problem - Step 1: Define the Problem. What question do we ask? What is happening now?
The PR practitioners
colors associated with different crises
guidelines for working with medi
guidelines to writing useful problem statements
9. Attempt to minimize both organizational weaknesses and external threats
stakeholder analysis?
results of long-range planning
strengths and opportunities strategies
weakness and threats strategies
10. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
embargoed news
external factors of a situation analysis?
communist media
tips to writing a Program Outcome
11. What aspect of PR undergirds every step of the process?
Examples of traditional media
research
developmental media
kinds of Informal/Explorative research?
12. 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
guidelines for writing a program objective
media Gatekeepers
news
problem statement
13. Information shared with journalists who are not to share it on a wide scale until given permission
embargoed news
radio
mailed surveys
examples of crises
14. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
What to do
television
information center
budgeting tips
15. They read newspapers to receive advice and guidance for forming and validating an opinion
results of long-range planning
main obstacles in planning
guidelines to writing useful problem statements
opinion maker newspaper reader
16. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
situation Analysis( Internal and External)
forms of analysis used when informal methods of research aren't enough
types of crises
colors associated with different crises
17. Build on org strengths to counter threats in external environments
developmental media
strengths and threats strategies
multiplier effect
newsworthy event criteria
18. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
strategic planning
scanner newspaper reader
newsworthy event criteria
opinion maker newspaper reader
19. People who recognize that they are involved but have not communicated it
colors associated with different crises
aware public
advantages of getting a story in print
news
20. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
tips to writing a Program Outcome
things that define stakeholders
attentive audience
to build a relationship with the media
21. What percentage of crises are unexpected?
tips to writing a Program Outcome
14%
embargoed news
active public
22. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
information center
situation Analysis( Internal and External)
guidelines for handling a PR crises
communication audit?
23. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
revolutionary media
ego-booster newspaper reader
radio
western media
24. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
steps to creating an evaluation program at your organization
interactive communication (all about building and maintaining relationships with the public)
force field analysis
embargoed news
25. 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
research
10%
mailed surveys
14%
26. A concise desciption of the situation
force field analysis
problem statement
interactive communication (all about building and maintaining relationships with the public)
tread-panel surveys
27. 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
information center
ways to analyze media coverage
advantages of getting a story in print
instrumental newspaper reader
28. MOR
examples of crises
western media
external factors of a situation analysis?
Management by Objectives and Results
29. Original research
primary research
weakness and threats strategies
authoritarian International media
types of crises
30. 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
nonpublic
to build a relationship with the media
steps to creating an evaluation program at your organization
publice service announcement
31. Specific - measurable - achievable - realistic - and time-bound decisions
ways to analyze media coverage
methods to measure TV/radio audiences
steps to creating an evaluation program at your organization
SMART decisions
32. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
PR effectivness
78%
active public
to build a relationship with the media
33. Whether or not your reached your goals
PR effectivness
tips to writing a Program Outcome
formative evaluation
communist media
34. Diary - meter - people-meter - and telephone interview
methods to measure TV/radio audiences
embargoed news
guidelines on giving the media the news they want
forms of analysis used when informal methods of research aren't enough
35. PR now tells an org how to say - what to say and...
active public
advantages of getting a story in print
AVE (Advertising value equivalency)
What to do
36. Libraries - databases - Internet - Publications - websites - etcs.
10%
guidelines for working with medi
components of the circular PR Management Process
places where one could obtain secondary research
37. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
information center
budgeting tips
situation analysis
communication audit?
38. Failure of employers to include the PR practitioner in decisions - perception of PR as 'communication support' - absence of 'agreed-upon' objectives - inadequate time - frustrations and delays
multiplier effect
guidelines for Good Media Relations
main obstacles in planning
authoritarian International media
39. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
aware public
western media
components of a budget
methods to measure TV/radio audiences
40. How much money/time did it take to reach those goals
situation Analysis( Internal and External)
PR efficiency
external factors of a situation analysis?
secondary research
41. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
guidelines on giving the media the news they want
pleasure newspaper reader
research
AVE (Advertising value equivalency)
42. The process of identifying who is involved and affected by the situation
secondary research
stakeholder analysis?
78%
interactive communication (all about building and maintaining relationships with the public)
43. Best for counting - predicting and analyzing. Methods include content analysis and survey research
quantitative research methods
forms of analysis used when informal methods of research aren't enough
advantages of getting a story in print
primary research
44. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
possible responses to crises
additional questions that must be answered through research
advantages of getting a story in print
components of the circular PR Management Process
45. Media is relatively free - as long as it supports national goals and heads toward development Example: India
reification
problem definition
developmental media
ego-booster newspaper reader
46. What percentage of crises are 'smoldering?' (building over time)
authoritarian International media
external factors of a situation analysis?
kinds of Informal/Explorative research?
78%
47. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
internal factors of a situation analysis
components of the SWOT analysis
listening
PR efficiency
48. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
strategic thinking
revolutionary media
publice service announcement
strengths and threats strategies
49. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
qualitative research methods
pleasure newspaper reader
communication audit?
tactics
50. Whose job is it to educate and train executives to deal with the press?
possible responses to crises
The PR practitioners
Management by Objectives and Results
guidelines for Good Media Relations