SUBJECTS
|
BROWSE
|
CAREER CENTER
|
POPULAR
|
JOIN
|
LOGIN
Business Skills
|
Soft Skills
|
Basic Literacy
|
Certifications
About
|
Help
|
Privacy
|
Terms
|
Email
Search
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. What aspect of PR undergirds every step of the process?
to build a relationship with the media
formative evaluation
research
The PR practitioners
2. Evening TV news - major network news - local newspaper
cross sectional surveys
Examples of traditional media
advantages of getting a story in print
news
3. People who are unaware of their connections with others due to an issue
guidelines for handling a PR crises
common mistakes in handling crises
latent public
active public
4. They read because they see it as a source of enjoyment and a habit
guidelines to writing useful problem statements
media Gatekeepers
pleasure newspaper reader
primary research
5. 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
to build a relationship with the media
weakness and threats strategies
tactics
6. Specific activties that relate to strategies - have direct action - result from strategies
quantitative research methods
summative evaluation
mailed surveys
tactics
7. A collection of all that is known about the situation
quantitative research methods
situation analysis
Examples of traditional media
communist media
8. Best for counting - predicting and analyzing. Methods include content analysis and survey research
steps to creating an evaluation program at your organization
quantitative research methods
research
What to do
9. 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
putting news on a wire or syndicate
communist media
formal research
main obstacles in planning
10. The key for public relations is that the new technology promotes what?
instrumental newspaper reader
interactive communication (all about building and maintaining relationships with the public)
problem statement
information center
11. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
instrumental newspaper reader
putting news on a wire or syndicate
the PR process
media Gatekeepers
12. 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
examples of crises
guidelines on giving the media the news they want
guidelines for writing a program objective
ways to analyze media coverage
13. What percentage of a PR campaign SHOULD be used for research??
the PR process
publice service announcement
things that define stakeholders
10%
14. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
common mistakes in handling crises
putting news on a wire or syndicate
developmental media
television
15. They read newspapers to receive advice and guidance for forming and validating an opinion
colors associated with different crises
opinion maker newspaper reader
tread-panel surveys
strategic planning
16. PR now tells an org how to say - what to say and...
What to do
10%
types of surveys
mailed surveys
17. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
communication audit?
outcomes of a program
reification
television
18. 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?
mailed surveys
primary research
guidelines to writing useful problem statements
colors associated with different crises
19. Information shared with journalists who are not to share it on a wide scale until given permission
78%
embargoed news
to build a relationship with the media
budgeting tips
20. How much money/time did it take to reach those goals
advertising
steps to creating an evaluation program at your organization
pleasure newspaper reader
PR efficiency
21. Evaluation done after the program has finished-- 'how did we do?'
summative evaluation
tips to writing a Program Outcome
ways to analyze media coverage
reification
22. They read to get information they think will be useful in daily living
guidelines for writing a program objective
aware public
instrumental newspaper reader
television
23. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
qualitative research methods
Examples of traditional media
examples of crises
developmental media
24. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
tips to writing a Program Outcome
radio
big wires in the U.S
possible responses to crises
25. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
attentive audience
nonpublic
listening
stakeholder analysis?
26. 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 -
strategic thinking
force field analysis
embargoed news
guidelines for working with medi
27. Product recall - fatal accidents - natural disasters - sexual harrassment
strategic planning
examples of crises
pleasure newspaper reader
weaknesses and opportinities strategies
28. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
western media
situation Analysis( Internal and External)
guidelines for working with medi
aware public
29. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
components of the circular PR Management Process
strengths and threats strategies
ego-booster newspaper reader
14%
30. With uncontrolled media these people control if it is reported/what - when how - etc?
ego-booster newspaper reader
media Gatekeepers
problem definition
forms of analysis used when informal methods of research aren't enough
31. Media over which you have no direct role in decisions about media content
uncontrolled media
guidelines to writing useful problem statements
cross sectional surveys
results of long-range planning
32. Number of people exposed to your program messages
guidelines for working with medi
potential audience
opinion maker newspaper reader
steps to creating an evaluation program at your organization
33. Reuters (based in London)
Warning
: Invalid argument supplied for foreach() in
/var/www/html/basicversity.com/show_quiz.php
on line
183
34. When a company uses AVE's to save money and look more credible
budgeting tips
scanner newspaper reader
Examples of traditional media
multiplier effect
35. Diary - meter - people-meter - and telephone interview
instrumental newspaper reader
methods to measure TV/radio audiences
budgeting tips
guidelines on giving the media the news they want
36. Yellow = current crises - Green = emerging crises - Brown = old crises
problem statement
colors associated with different crises
television
primary research
37. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
SMART decisions
research
tips to writing a Program Outcome
guidelines to writing useful problem statements
38. People who recognize that they are involved but have not communicated it
revolutionary media
information center
ways to analyze media coverage
aware public
39. Detection - Prevention/Preparation - Containment - Recovery - Learning
results of long-range planning
guidelines for handling a PR crises
stages of crisis management
The PR practitioners
40. On-going evaluation in-progress during the program-- 'How are we doing?'
components of a budget
formative evaluation
AVE (Advertising value equivalency)
PR efficiency
41. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
scanner newspaper reader
common mistakes in handling crises
to build a relationship with the media
advertising
42. 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
advantages of getting a story in print
scanner newspaper reader
strategic planning
mailed surveys
43. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
AVE (Advertising value equivalency)
research
possible responses to crises
budgeting tips
44. Specific - measurable - achievable - realistic - and time-bound decisions
SMART decisions
guidelines for handling a PR crises
world's largest international news agency
guidelines for Good Media Relations
45. History of the situation - study of who is involved/affected/gathering information about stakeholders
external factors of a situation analysis?
newsworthy event criteria
formative evaluation
publice service announcement
46. Conducted to measure one single point in time
Management by Objectives and Results
instrumental newspaper reader
cross sectional surveys
weaknesses and opportinities strategies
47. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
active public
mailed surveys
controlled media
ways to analyze media coverage
48. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
formative evaluation
SMART decisions
radio
strategic planning
49. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
weaknesses and opportinities strategies
stakeholder analysis?
western media
ways to analyze media coverage
50. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
attentive audience
media Gatekeepers
putting news on a wire or syndicate
publice service announcement