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Test your basic knowledge |
Public Relations: PR Basics
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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. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
embargoed news
tactics
pleasure newspaper reader
qualitative research methods
2. They read newspapers to receive advice and guidance for forming and validating an opinion
to build a relationship with the media
opinion maker newspaper reader
80%
ways a company can use budgeting for PR
3. 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?
internal factors of a situation analysis
ways to analyze media coverage
additional questions that must be answered through research
results of long-range planning
4. Specific activties that relate to strategies - have direct action - result from strategies
tactics
places where one could obtain secondary research
communication audit?
SMART decisions
5. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
summative evaluation
news
common mistakes in handling crises
radio
6. 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
results of long-range planning
authoritarian International media
strategic thinking
7. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
components of a budget
communication audit?
problem statement
guidelines for working with medi
8. PR now tells an org how to say - what to say and...
guidelines for Good Media Relations
uncontrolled media
What to do
aware public
9. Build on org strengths to counter threats in external environments
strengths and threats strategies
latent public
results of long-range planning
tips to writing a Program Outcome
10. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
attentive audience
strategic planning
force field analysis
potential audience
11. 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)
weaknesses and opportinities strategies
quantitative research methods
revolutionary media
12. They read to get information they think will be useful in daily living
instrumental newspaper reader
78%
potential audience
external factors of a situation analysis?
13. ualitative and Quantitative research
guidelines on giving the media the news they want
78%
formative evaluation
formal research
14. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
problem statement
outcomes of a program
situation Analysis( Internal and External)
components of the SWOT analysis
15. With uncontrolled media these people control if it is reported/what - when how - etc?
tactics
media Gatekeepers
situation Analysis( Internal and External)
strategic planning
16. What financially supports cable television?
advertising
authoritarian International media
radio
The PR practitioners
17. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
forms of analysis used when informal methods of research aren't enough
news
putting news on a wire or syndicate
summative evaluation
18. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
newsworthy event criteria
tips to writing a Program Outcome
advantages of getting a story in print
budgeting tips
19. Build on organizational strengths to take advantage of opportunities in the external environment
communication audit?
strengths and opportunities strategies
situation Analysis( Internal and External)
reification
20. History of the situation - study of who is involved/affected/gathering information about stakeholders
putting news on a wire or syndicate
external factors of a situation analysis?
methods to measure TV/radio audiences
news
21. MOR
components of the SWOT analysis
places where one could obtain secondary research
Management by Objectives and Results
SMART decisions
22. Conducted to measure one single point in time
78%
cross sectional surveys
force field analysis
ego-booster newspaper reader
23. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
uncontrolled media
results of long-range planning
outcomes of a program
communist media
24. Evaluation done after the program has finished-- 'how did we do?'
communication audit?
summative evaluation
embargoed news
strategic planning
25. They read to enhance their self-image and status with others
information center
listening
ego-booster newspaper reader
putting news on a wire or syndicate
26. Personal contacts - Key informants - community forums - advisory boards - monitor social media
authoritarian International media
world's largest international news agency
instrumental newspaper reader
kinds of Informal/Explorative research?
27. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
tread-panel surveys
pleasure newspaper reader
possible responses to crises
types of crises
28. 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
reification
putting news on a wire or syndicate
components of the SWOT analysis
steps to creating an evaluation program at your organization
29. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
authoritarian International media
stakeholder analysis?
strategic thinking
newsworthy event criteria
30. Information shared with journalists who are not to share it on a wide scale until given permission
information center
colors associated with different crises
embargoed news
forms of analysis used when informal methods of research aren't enough
31. Specific - measurable - achievable - realistic - and time-bound decisions
78%
SMART decisions
active public
secondary research
32. People who recognize that they are involved but have not communicated it
interactive communication (all about building and maintaining relationships with the public)
budgeting tips
information center
aware public
33. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
news
active public
things that define stakeholders
colors associated with different crises
34. Their level of involvement is very low - they dont have any impact in the org. and vice versa
Examples of traditional media
attentive audience
active public
nonpublic
35. Whose job is it to educate and train executives to deal with the press?
internal factors of a situation analysis
formative evaluation
reification
The PR practitioners
36. Product recall - fatal accidents - natural disasters - sexual harrassment
formal research
internal factors of a situation analysis
examples of crises
common mistakes in handling crises
37. The key for public relations is that the new technology promotes what?
to build a relationship with the media
interactive communication (all about building and maintaining relationships with the public)
things that define stakeholders
primary research
38. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
listening
formal research
publice service announcement
advantages of getting a story in print
39. Policies - procedures - and actions related to the problem
listening
internal factors of a situation analysis
pleasure newspaper reader
problem statement
40. 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)
cross sectional surveys
What to do
tips to writing a Program Outcome
guidelines on giving the media the news they want
41. They read for varied reasons that don't belong in any other category
weaknesses and opportinities strategies
scanner newspaper reader
strategic thinking
ways to analyze media coverage
42. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
qualitative research methods
to build a relationship with the media
tactics
the PR process
43. 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
big wires in the U.S
guidelines for writing a program objective
formal research
strategic thinking
44. What percentage of crises are unexpected?
research
strengths and threats strategies
situation analysis
14%
45. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
weaknesses and opportinities strategies
mailed surveys
Management by objectives
strategic planning
46. Libraries - databases - Internet - Publications - websites - etcs.
ways to analyze media coverage
places where one could obtain secondary research
steps to creating an evaluation program at your organization
guidelines for working with medi
47. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
components of a budget
revolutionary media
78%
interactive communication (all about building and maintaining relationships with the public)
48. 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 -
news
Management by Objectives and Results
possible responses to crises
guidelines for working with medi
49. What percent of media relations is Preparation?
active public
80%
advertising
the PR process
50. Original research
PR effectivness
primary research
strategic thinking
What to do
Can you answer 50 questions in 15 minutes?
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