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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. Libraries - databases - Internet - Publications - websites - etcs.
budgeting tips
places where one could obtain secondary research
qualitative research methods
common mistakes in handling crises
2. A concise desciption of the situation
AVE (Advertising value equivalency)
strategic thinking
television
problem statement
3. What aspect of PR undergirds every step of the process?
research
pleasure newspaper reader
listening
budgeting tips
4. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
primary research
things that define stakeholders
strategic thinking
summative evaluation
5. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
components of the SWOT analysis
14%
PR efficiency
ways a company can use budgeting for PR
6. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
media Gatekeepers
budgeting tips
advantages of getting a story in print
secondary research
7. Specific activties that relate to strategies - have direct action - result from strategies
PR efficiency
qualitative research methods
the PR process
tactics
8. 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
developmental media
budgeting tips
10%
9. 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
78%
communist media
types of surveys
mailed surveys
10. Yellow = current crises - Green = emerging crises - Brown = old crises
problem definition
colors associated with different crises
forms of analysis used when informal methods of research aren't enough
latent public
11. History of the situation - study of who is involved/affected/gathering information about stakeholders
scanner newspaper reader
external factors of a situation analysis?
common mistakes in handling crises
primary research
12. 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
multiplier effect
external factors of a situation analysis?
steps to creating an evaluation program at your organization
tips to writing a Program Outcome
13. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
advantages of getting a story in print
components of the SWOT analysis
guidelines for writing a program objective
authoritarian International media
14. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
strengths and opportunities strategies
instrumental newspaper reader
secondary research
radio
15. Diary - meter - people-meter - and telephone interview
embargoed news
internal factors of a situation analysis
methods to measure TV/radio audiences
summative evaluation
16. Whose job is it to educate and train executives to deal with the press?
AVE (Advertising value equivalency)
The PR practitioners
uncontrolled media
attentive audience
17. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
things that define stakeholders
components of a budget
guidelines for Good Media Relations
additional questions that must be answered through research
18. Product recall - fatal accidents - natural disasters - sexual harrassment
problem definition
examples of crises
active public
internal factors of a situation analysis
19. Evaluation done after the program has finished-- 'how did we do?'
the PR process
summative evaluation
formal research
types of crises
20. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
communication audit?
components of a budget
ways to analyze media coverage
formal research
21. Conducted to measure one single point in time
advantages of getting a story in print
weakness and threats strategies
Management by Objectives and Results
cross sectional surveys
22. A collection of all that is known about the situation
situation analysis
embargoed news
PR effectivness
components of a budget
23. Detection - Prevention/Preparation - Containment - Recovery - Learning
western media
authoritarian International media
stages of crisis management
situation Analysis( Internal and External)
24. Whether or not your reached your goals
PR effectivness
quantitative research methods
embargoed news
10%
25. Treating an abstraction as if it exists as a concrete material entity
weaknesses and opportinities strategies
guidelines for writing a program objective
problem definition
reification
26. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
secondary research
problem statement
strategic planning
strengths and opportunities strategies
27. 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
weakness and threats strategies
advantages of getting a story in print
kinds of Informal/Explorative research?
controlled media
28. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
external factors of a situation analysis?
the PR process
tactics
authoritarian International media
29. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
listening
components of the SWOT analysis
colors associated with different crises
stages of crisis management
30. The process of identifying who is involved and affected by the situation
pleasure newspaper reader
primary research
aware public
stakeholder analysis?
31. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
strengths and opportunities strategies
qualitative research methods
embargoed news
advantages of getting a story in print
32. When people communicate and organize to do something about the situation they are involved in
active public
potential audience
internal factors of a situation analysis
latent public
33. 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
steps to creating an evaluation program at your organization
14%
places where one could obtain secondary research
34. They read newspapers to receive advice and guidance for forming and validating an opinion
communist media
media Gatekeepers
opinion maker newspaper reader
steps to creating an evaluation program at your organization
35. 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?
world's largest international news agency
additional questions that must be answered through research
Examples of traditional media
internal factors of a situation analysis
36. 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
communist media
steps to creating an evaluation program at your organization
strategic thinking
advantages of getting a story in print
37. Evening TV news - major network news - local newspaper
controlled media
quantitative research methods
Examples of traditional media
mailed surveys
38. What percentage of crises are 'smoldering?' (building over time)
problem definition
steps to creating an evaluation program at your organization
78%
AVE (Advertising value equivalency)
39. What percent of media relations is Preparation?
common mistakes in handling crises
80%
active public
research
40. Number of people exposed to your program messages
results of long-range planning
publice service announcement
problem statement
potential audience
41. 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)
force field analysis
situation Analysis( Internal and External)
newsworthy event criteria
guidelines for handling a PR crises
42. Research that has already been conducted
forms of analysis used when informal methods of research aren't enough
secondary research
external factors of a situation analysis?
potential audience
43. Their level of involvement is very low - they dont have any impact in the org. and vice versa
big wires in the U.S
nonpublic
results of long-range planning
common mistakes in handling crises
44. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
revolutionary media
weaknesses and opportinities strategies
communist media
research
45. 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)
guidelines to writing useful problem statements
primary research
qualitative research methods
46. 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
The PR practitioners
80%
guidelines for working with medi
guidelines for writing a program objective
47. People who are unaware of their connections with others due to an issue
latent public
advertising
western media
strengths and opportunities strategies
48. Reuters (based in London)
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49. AP (Associated Press) and The United Press International
force field analysis
big wires in the U.S
situation analysis
mailed surveys
50. 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
the PR process
embargoed news
tactics
main obstacles in planning