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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. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
western media
methods to measure TV/radio audiences
uncontrolled media
things that define stakeholders
2. They read for varied reasons that don't belong in any other category
Management by objectives
ego-booster newspaper reader
force field analysis
scanner newspaper reader
3. When a company uses AVE's to save money and look more credible
strategic thinking
active public
AVE (Advertising value equivalency)
multiplier effect
4. MBO emphasizes goals and objectives
Management by objectives
interactive communication (all about building and maintaining relationships with the public)
information center
authoritarian International media
5. Media over which you have no direct role in decisions about media content
multiplier effect
interactive communication (all about building and maintaining relationships with the public)
uncontrolled media
outcomes of a program
6. Build on organizational strengths to take advantage of opportunities in the external environment
strengths and opportunities strategies
guidelines on giving the media the news they want
listening
world's largest international news agency
7. With uncontrolled media these people control if it is reported/what - when how - etc?
force field analysis
media Gatekeepers
television
developmental media
8. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
additional questions that must be answered through research
attentive audience
tips to writing a Program Outcome
cross sectional surveys
9. Evening TV news - major network news - local newspaper
Examples of traditional media
television
summative evaluation
internal factors of a situation analysis
10. Diary - meter - people-meter - and telephone interview
methods to measure TV/radio audiences
tactics
components of the circular PR Management Process
information center
11. 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
strategic thinking
embargoed news
colors associated with different crises
secondary research
12. Best for counting - predicting and analyzing. Methods include content analysis and survey research
nonpublic
opinion maker newspaper reader
quantitative research methods
additional questions that must be answered through research
13. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
uncontrolled media
components of a budget
newsworthy event criteria
types of surveys
14. Practitioners speak in terms of publicity - but media wants...?
news
aware public
common mistakes in handling crises
multiplier effect
15. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
the PR process
advantages of getting a story in print
situation Analysis( Internal and External)
authoritarian International media
16. The key for public relations is that the new technology promotes what?
places where one could obtain secondary research
interactive communication (all about building and maintaining relationships with the public)
controlled media
components of the SWOT analysis
17. Build on org strengths to counter threats in external environments
strengths and threats strategies
the PR process
PR effectivness
internal factors of a situation analysis
18. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
putting news on a wire or syndicate
common mistakes in handling crises
strengths and opportunities strategies
steps to creating an evaluation program at your organization
19. Libraries - databases - Internet - Publications - websites - etcs.
uncontrolled media
results of long-range planning
radio
places where one could obtain secondary research
20. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
weakness and threats strategies
AVE (Advertising value equivalency)
strengths and opportunities strategies
outcomes of a program
21. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
The PR practitioners
80%
force field analysis
newsworthy event criteria
22. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
PR efficiency
components of the circular PR Management Process
problem definition
mailed surveys
23. What percent of media relations is Preparation?
strengths and threats strategies
outcomes of a program
80%
tactics
24. People who are unaware of their connections with others due to an issue
latent public
Management by Objectives and Results
listening
methods to measure TV/radio audiences
25. Detection - Prevention/Preparation - Containment - Recovery - Learning
stages of crisis management
strengths and threats strategies
information center
authoritarian International media
26. 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?
AVE (Advertising value equivalency)
listening
guidelines to writing useful problem statements
formal research
27. 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
types of crises
steps to creating an evaluation program at your organization
possible responses to crises
stages of crisis management
28. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
guidelines for working with medi
strategic thinking
outcomes of a program
listening
29. They read because they see it as a source of enjoyment and a habit
components of a budget
stages of crisis management
guidelines for handling a PR crises
pleasure newspaper reader
30. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
communication audit?
guidelines to writing useful problem statements
secondary research
What to do
31. A concise desciption of the situation
situation Analysis( Internal and External)
problem statement
problem definition
reification
32. Conducted over a long period of time
advertising
the PR process
steps to creating an evaluation program at your organization
tread-panel surveys
33. Number of people exposed to your program messages
potential audience
results of long-range planning
cross sectional surveys
problem definition
34. 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
forms of analysis used when informal methods of research aren't enough
guidelines for writing a program objective
guidelines for Good Media Relations
authoritarian International media
35. Yellow = current crises - Green = emerging crises - Brown = old crises
revolutionary media
stakeholder analysis?
colors associated with different crises
formative evaluation
36. 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
examples of crises
main obstacles in planning
potential audience
pleasure newspaper reader
37. Media is relatively free - as long as it supports national goals and heads toward development Example: India
situation analysis
problem statement
developmental media
ways a company can use budgeting for PR
38. MOR
AVE (Advertising value equivalency)
Management by Objectives and Results
problem definition
potential audience
39. They read to enhance their self-image and status with others
ego-booster newspaper reader
scanner newspaper reader
advantages of getting a story in print
kinds of Informal/Explorative research?
40. 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
results of long-range planning
The PR practitioners
mailed surveys
components of the SWOT analysis
41. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
78%
to build a relationship with the media
big wires in the U.S
What to do
42. Attempt to minimize both organizational weaknesses and external threats
weakness and threats strategies
problem definition
media Gatekeepers
aware public
43. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
publice service announcement
tread-panel surveys
methods to measure TV/radio audiences
problem definition
44. You have a say in what is said - how it is said - when it is said and to some extent to whom it is said
controlled media
78%
strategic planning
weaknesses and opportinities strategies
45. Personal contacts - Key informants - community forums - advisory boards - monitor social media
components of the circular PR Management Process
common mistakes in handling crises
things that define stakeholders
kinds of Informal/Explorative research?
46. People who recognize that they are involved but have not communicated it
aware public
formal research
strengths and opportunities strategies
problem definition
47. 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)
guidelines on giving the media the news they want
guidelines for handling a PR crises
news
cross sectional surveys
48. What percentage of a PR campaign SHOULD be used for research??
qualitative research methods
PR effectivness
10%
instrumental newspaper reader
49. What percentage of crises are unexpected?
communication audit?
guidelines for working with medi
14%
forms of analysis used when informal methods of research aren't enough
50. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
attentive audience
possible responses to crises
authoritarian International media
guidelines to writing useful problem statements