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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. When people communicate and organize to do something about the situation they are involved in
formative evaluation
ways a company can use budgeting for PR
communication audit?
active public
2. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
ways to analyze media coverage
things that define stakeholders
potential audience
strategic planning
3. 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
force field analysis
ways to analyze media coverage
steps to creating an evaluation program at your organization
active public
4. They read to enhance their self-image and status with others
ego-booster newspaper reader
guidelines for writing a program objective
revolutionary media
strengths and opportunities strategies
5. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
force field analysis
What to do
pleasure newspaper reader
10%
6. 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
internal factors of a situation analysis
controlled media
listening
PR effectivness
7. 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
nonpublic
The PR practitioners
situation Analysis( Internal and External)
8. Diary - meter - people-meter - and telephone interview
SMART decisions
strategic thinking
methods to measure TV/radio audiences
to build a relationship with the media
9. Number of people exposed to your program messages
colors associated with different crises
Management by objectives
strategic thinking
potential audience
10. Detection - Prevention/Preparation - Containment - Recovery - Learning
Management by objectives
examples of crises
budgeting tips
stages of crisis management
11. 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)
pleasure newspaper reader
summative evaluation
guidelines for handling a PR crises
kinds of Informal/Explorative research?
12. Practitioners speak in terms of publicity - but media wants...?
nonpublic
scanner newspaper reader
interactive communication (all about building and maintaining relationships with the public)
news
13. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
authoritarian International media
attentive audience
weakness and threats strategies
listening
14. Personal contacts - Key informants - community forums - advisory boards - monitor social media
scanner newspaper reader
main obstacles in planning
kinds of Informal/Explorative research?
situation Analysis( Internal and External)
15. Media is relatively free - as long as it supports national goals and heads toward development Example: India
14%
developmental media
television
aware public
16. A concise desciption of the situation
problem statement
guidelines for Good Media Relations
radio
reification
17. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
putting news on a wire or syndicate
pleasure newspaper reader
PR effectivness
strategic planning
18. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
types of crises
authoritarian International media
reification
ego-booster newspaper reader
19. Product recall - fatal accidents - natural disasters - sexual harrassment
stages of crisis management
examples of crises
summative evaluation
reification
20. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
force field analysis
14%
advantages of getting a story in print
ways a company can use budgeting for PR
21. Conducted to measure one single point in time
strengths and threats strategies
colors associated with different crises
latent public
cross sectional surveys
22. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
reification
tips to writing a Program Outcome
possible responses to crises
guidelines to writing useful problem statements
23. 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
weaknesses and opportinities strategies
mailed surveys
places where one could obtain secondary research
active public
24. How much money/time did it take to reach those goals
situation analysis
types of surveys
possible responses to crises
PR efficiency
25. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
embargoed news
communist media
ego-booster newspaper reader
guidelines on giving the media the news they want
26. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
media Gatekeepers
listening
attentive audience
problem definition
27. Research that has already been conducted
situation Analysis( Internal and External)
summative evaluation
forms of analysis used when informal methods of research aren't enough
secondary research
28. Specific - measurable - achievable - realistic - and time-bound decisions
components of the SWOT analysis
formative evaluation
quantitative research methods
SMART decisions
29. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
weaknesses and opportinities strategies
ways a company can use budgeting for PR
components of the circular PR Management Process
putting news on a wire or syndicate
30. Treating an abstraction as if it exists as a concrete material entity
uncontrolled media
reification
budgeting tips
television
31. Attempt to minimize both organizational weaknesses and external threats
attentive audience
methods to measure TV/radio audiences
weakness and threats strategies
putting news on a wire or syndicate
32. Evaluation done after the program has finished-- 'how did we do?'
summative evaluation
methods to measure TV/radio audiences
problem definition
to build a relationship with the media
33. Secondary analysis - content analysis (whats in the media) and surveys
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34. Conducted over a long period of time
guidelines to writing useful problem statements
aware public
possible responses to crises
tread-panel surveys
35. Build on org strengths to counter threats in external environments
examples of crises
strengths and threats strategies
guidelines for handling a PR crises
world's largest international news agency
36. 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)
latent public
common mistakes in handling crises
cross sectional surveys
37. 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
guidelines for working with medi
main obstacles in planning
to build a relationship with the media
problem definition
38. Libraries - databases - Internet - Publications - websites - etcs.
problem statement
PR efficiency
places where one could obtain secondary research
The PR practitioners
39. Yellow = current crises - Green = emerging crises - Brown = old crises
common mistakes in handling crises
types of surveys
colors associated with different crises
results of long-range planning
40. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
news
to build a relationship with the media
situation Analysis( Internal and External)
embargoed news
41. People who recognize that they are involved but have not communicated it
strategic planning
aware public
PR efficiency
instrumental newspaper reader
42. They read for varied reasons that don't belong in any other category
scanner newspaper reader
guidelines for handling a PR crises
reification
television
43. 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)
examples of crises
instrumental newspaper reader
guidelines for Good Media Relations
weaknesses and opportinities strategies
44. ualitative and Quantitative research
western media
information center
formal research
PR efficiency
45. AP (Associated Press) and The United Press International
Examples of traditional media
aware public
big wires in the U.S
components of a budget
46. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
strengths and opportunities strategies
weaknesses and opportinities strategies
latent public
force field analysis
47. On-going evaluation in-progress during the program-- 'How are we doing?'
formative evaluation
stakeholder analysis?
aware public
examples of crises
48. What percentage of a PR campaign SHOULD be used for research??
10%
pleasure newspaper reader
developmental media
forms of analysis used when informal methods of research aren't enough
49. 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?
guidelines to writing useful problem statements
quantitative research methods
revolutionary media
controlled media
50. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
western media
things that define stakeholders
common mistakes in handling crises
communication audit?