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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. Build on organizational strengths to take advantage of opportunities in the external environment
developmental media
strengths and opportunities strategies
ways a company can use budgeting for PR
situation Analysis( Internal and External)
2. Number of people exposed to your program messages
ways to analyze media coverage
potential audience
stakeholder analysis?
research
3. On-going evaluation in-progress during the program-- 'How are we doing?'
uncontrolled media
active public
formative evaluation
big wires in the U.S
4. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
components of the SWOT analysis
world's largest international news agency
types of surveys
colors associated with different crises
5. 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)
guidelines for working with medi
authoritarian International media
summative evaluation
guidelines for Good Media Relations
6. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
qualitative research methods
outcomes of a program
putting news on a wire or syndicate
aware public
7. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
Examples of traditional media
cross sectional surveys
ways a company can use budgeting for PR
What to do
8. Evaluation done after the program has finished-- 'how did we do?'
weaknesses and opportinities strategies
tips to writing a Program Outcome
steps to creating an evaluation program at your organization
summative evaluation
9. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
tips to writing a Program Outcome
situation analysis
outcomes of a program
information center
10. Conducted over a long period of time
AVE (Advertising value equivalency)
tread-panel surveys
Management by objectives
interactive communication (all about building and maintaining relationships with the public)
11. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
budgeting tips
components of a budget
guidelines to writing useful problem statements
outcomes of a program
12. A concise desciption of the situation
potential audience
components of a budget
media Gatekeepers
problem statement
13. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
results of long-range planning
force field analysis
formative evaluation
publice service announcement
14. 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
guidelines to writing useful problem statements
authoritarian International media
active public
information center
15. What aspect of PR undergirds every step of the process?
research
situation Analysis( Internal and External)
80%
What to do
16. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
strategic planning
guidelines for working with medi
situation analysis
types of surveys
17. 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
problem definition
cross sectional surveys
guidelines for working with medi
18. Information shared with journalists who are not to share it on a wide scale until given permission
strengths and opportunities strategies
embargoed news
formative evaluation
kinds of Informal/Explorative research?
19. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
problem definition
controlled media
publice service announcement
budgeting tips
20. 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?
latent public
guidelines to writing useful problem statements
primary research
stages of crisis management
21. 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
AVE (Advertising value equivalency)
SMART decisions
guidelines for writing a program objective
22. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
media Gatekeepers
components of the SWOT analysis
external factors of a situation analysis?
scanner newspaper reader
23. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
things that define stakeholders
information center
qualitative research methods
reification
24. Original research
instrumental newspaper reader
radio
main obstacles in planning
primary research
25. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
communication audit?
results of long-range planning
methods to measure TV/radio audiences
things that define stakeholders
26. A collection of all that is known about the situation
budgeting tips
What to do
big wires in the U.S
situation analysis
27. People who recognize that they are involved but have not communicated it
publice service announcement
embargoed news
aware public
mailed surveys
28. MOR
advertising
reification
Management by Objectives and Results
mailed surveys
29. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
revolutionary media
results of long-range planning
communication audit?
10%
30. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
force field analysis
the PR process
Examples of traditional media
information center
31. Build on org strengths to counter threats in external environments
world's largest international news agency
The PR practitioners
uncontrolled media
strengths and threats strategies
32. Personal contacts - Key informants - community forums - advisory boards - monitor social media
authoritarian International media
components of the SWOT analysis
Management by Objectives and Results
kinds of Informal/Explorative research?
33. 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
controlled media
80%
Examples of traditional media
news
34. 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
methods to measure TV/radio audiences
strategic planning
strengths and opportunities strategies
steps to creating an evaluation program at your organization
35. Evening TV news - major network news - local newspaper
summative evaluation
common mistakes in handling crises
Examples of traditional media
problem statement
36. AP (Associated Press) and The United Press International
tips to writing a Program Outcome
problem definition
external factors of a situation analysis?
big wires in the U.S
37. Specific activties that relate to strategies - have direct action - result from strategies
publice service announcement
tactics
guidelines for handling a PR crises
embargoed news
38. Whether or not your reached your goals
PR effectivness
publice service announcement
active public
stakeholder analysis?
39. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
formative evaluation
putting news on a wire or syndicate
the PR process
ego-booster newspaper reader
40. They read for varied reasons that don't belong in any other category
scanner newspaper reader
PR effectivness
PR efficiency
problem definition
41. They read newspapers to receive advice and guidance for forming and validating an opinion
multiplier effect
tactics
opinion maker newspaper reader
components of the circular PR Management Process
42. 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
possible responses to crises
main obstacles in planning
strategic planning
ways to analyze media coverage
43. They read because they see it as a source of enjoyment and a habit
research
pleasure newspaper reader
What to do
steps to creating an evaluation program at your organization
44. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
quantitative research methods
attentive audience
components of the circular PR Management Process
communication audit?
45. Media is relatively free - as long as it supports national goals and heads toward development Example: India
stakeholder analysis?
forms of analysis used when informal methods of research aren't enough
outcomes of a program
developmental media
46. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
nonpublic
advantages of getting a story in print
types of crises
Examples of traditional media
47. Reuters (based in London)
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48. They read to get information they think will be useful in daily living
Examples of traditional media
latent public
aware public
instrumental newspaper reader
49. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
stages of crisis management
pleasure newspaper reader
budgeting tips
secondary research
50. MBO emphasizes goals and objectives
strengths and opportunities strategies
guidelines for writing a program objective
Management by objectives
formal research