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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. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
listening
embargoed news
publice service announcement
active public
2. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
summative evaluation
weakness and threats strategies
putting news on a wire or syndicate
types of crises
3. Yellow = current crises - Green = emerging crises - Brown = old crises
information center
colors associated with different crises
stages of crisis management
communication audit?
4. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
80%
AVE (Advertising value equivalency)
embargoed news
formative evaluation
5. Policies - procedures - and actions related to the problem
big wires in the U.S
places where one could obtain secondary research
nonpublic
internal factors of a situation analysis
6. Best for counting - predicting and analyzing. Methods include content analysis and survey research
situation analysis
guidelines for writing a program objective
quantitative research methods
advantages of getting a story in print
7. What percentage of a PR campaign SHOULD be used for research??
steps to creating an evaluation program at your organization
outcomes of a program
10%
components of the SWOT analysis
8. Reuters (based in London)
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9. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
stages of crisis management
quantitative research methods
publice service announcement
outcomes of a program
10. 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
scanner newspaper reader
controlled media
guidelines for writing a program objective
11. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
methods to measure TV/radio audiences
publice service announcement
forms of analysis used when informal methods of research aren't enough
nonpublic
12. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
primary research
weakness and threats strategies
television
putting news on a wire or syndicate
13. Specific activties that relate to strategies - have direct action - result from strategies
things that define stakeholders
tactics
potential audience
possible responses to crises
14. Build on org strengths to counter threats in external environments
strengths and threats strategies
news
potential audience
examples of crises
15. 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
revolutionary media
problem definition
results of long-range planning
controlled media
16. They read newspapers to receive advice and guidance for forming and validating an opinion
stages of crisis management
opinion maker newspaper reader
budgeting tips
news
17. Whether or not your reached your goals
aware public
guidelines for Good Media Relations
cross sectional surveys
PR effectivness
18. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
Management by objectives
newsworthy event criteria
attentive audience
nonpublic
19. They read because they see it as a source of enjoyment and a habit
78%
pleasure newspaper reader
information center
guidelines for writing a program objective
20. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
components of a budget
strategic planning
results of long-range planning
common mistakes in handling crises
21. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
types of crises
pleasure newspaper reader
force field analysis
things that define stakeholders
22. 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?
developmental media
guidelines to writing useful problem statements
strategic planning
communist media
23. The key for public relations is that the new technology promotes what?
results of long-range planning
qualitative research methods
guidelines to writing useful problem statements
interactive communication (all about building and maintaining relationships with the public)
24. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
aware public
80%
advertising
newsworthy event criteria
25. How much money/time did it take to reach those goals
PR efficiency
force field analysis
things that define stakeholders
uncontrolled media
26. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
78%
advertising
components of the circular PR Management Process
strategic planning
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
steps to creating an evaluation program at your organization
authoritarian International media
components of the SWOT analysis
problem statement
28. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
components of the circular PR Management Process
components of a budget
world's largest international news agency
strategic thinking
29. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
to build a relationship with the media
quantitative research methods
The PR practitioners
western media
30. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
radio
qualitative research methods
revolutionary media
to build a relationship with the media
31. Original research
primary research
colors associated with different crises
weakness and threats strategies
strategic thinking
32. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
media Gatekeepers
the PR process
problem definition
components of the circular PR Management Process
33. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
14%
formal research
common mistakes in handling crises
embargoed news
34. Build on organizational strengths to take advantage of opportunities in the external environment
television
AVE (Advertising value equivalency)
common mistakes in handling crises
strengths and opportunities strategies
35. ualitative and Quantitative research
television
embargoed news
formal research
problem definition
36. What aspect of PR undergirds every step of the process?
research
instrumental newspaper reader
colors associated with different crises
ego-booster newspaper reader
37. 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
newsworthy event criteria
ways a company can use budgeting for PR
Management by Objectives and Results
38. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
weaknesses and opportinities strategies
force field analysis
media Gatekeepers
stakeholder analysis?
39. Product recall - fatal accidents - natural disasters - sexual harrassment
communist media
examples of crises
potential audience
information center
40. On-going evaluation in-progress during the program-- 'How are we doing?'
formative evaluation
components of a budget
force field analysis
newsworthy event criteria
41. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
strategic thinking
instrumental newspaper reader
communist media
tips to writing a Program Outcome
42. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
cross sectional surveys
qualitative research methods
things that define stakeholders
PR efficiency
43. Evening TV news - major network news - local newspaper
media Gatekeepers
strategic thinking
Examples of traditional media
examples of crises
44. Personal contacts - Key informants - community forums - advisory boards - monitor social media
advantages of getting a story in print
outcomes of a program
controlled media
kinds of Informal/Explorative research?
45. What percent of media relations is Preparation?
pleasure newspaper reader
latent public
80%
to build a relationship with the media
46. AP (Associated Press) and The United Press International
big wires in the U.S
radio
research
tips to writing a Program Outcome
47. Media is relatively free - as long as it supports national goals and heads toward development Example: India
latent public
to build a relationship with the media
developmental media
10%
48. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
components of the SWOT analysis
examples of crises
Management by objectives
news
49. They read to get information they think will be useful in daily living
situation Analysis( Internal and External)
communist media
instrumental newspaper reader
Management by objectives
50. They read to enhance their self-image and status with others
ego-booster newspaper reader
tread-panel surveys
kinds of Informal/Explorative research?
developmental media