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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. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
weaknesses and opportinities strategies
qualitative research methods
developmental media
common mistakes in handling crises
2. 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)
attentive audience
guidelines on giving the media the news they want
tips to writing a Program Outcome
pleasure newspaper reader
3. Build on org strengths to counter threats in external environments
strengths and threats strategies
formal research
PR effectivness
steps to creating an evaluation program at your organization
4. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
budgeting tips
Management by objectives
ways to analyze media coverage
weakness and threats strategies
5. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word
radio
SMART decisions
newsworthy event criteria
ways to analyze media coverage
6. What percentage of crises are 'smoldering?' (building over time)
guidelines for handling a PR crises
problem definition
problem statement
78%
7. Evening TV news - major network news - local newspaper
What to do
Examples of traditional media
AVE (Advertising value equivalency)
aware public
8. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
multiplier effect
components of the circular PR Management Process
internal factors of a situation analysis
research
9. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
communication audit?
tips to writing a Program Outcome
western media
television
10. Detection - Prevention/Preparation - Containment - Recovery - Learning
tactics
primary research
stages of crisis management
strengths and threats strategies
11. ualitative and Quantitative research
formal research
outcomes of a program
possible responses to crises
PR effectivness
12. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
embargoed news
Management by Objectives and Results
budgeting tips
types of surveys
13. People who are unaware of their connections with others due to an issue
scanner newspaper reader
latent public
advertising
putting news on a wire or syndicate
14. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
ways a company can use budgeting for PR
guidelines for handling a PR crises
forms of analysis used when informal methods of research aren't enough
formative evaluation
15. Information shared with journalists who are not to share it on a wide scale until given permission
world's largest international news agency
things that define stakeholders
embargoed news
formal research
16. Yellow = current crises - Green = emerging crises - Brown = old crises
attentive audience
colors associated with different crises
media Gatekeepers
The PR practitioners
17. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
developmental media
situation Analysis( Internal and External)
the PR process
secondary research
18. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
80%
types of crises
forms of analysis used when informal methods of research aren't enough
guidelines for handling a PR crises
19. Original research
primary research
information center
tips to writing a Program Outcome
SMART decisions
20. The key for public relations is that the new technology promotes what?
interactive communication (all about building and maintaining relationships with the public)
tips to writing a Program Outcome
ways to analyze media coverage
strengths and threats strategies
21. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
outcomes of a program
formal research
advantages of getting a story in print
components of the SWOT analysis
22. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
components of the SWOT analysis
communist media
summative evaluation
78%
23. AP (Associated Press) and The United Press International
budgeting tips
big wires in the U.S
Management by objectives
guidelines for working with medi
24. With uncontrolled media these people control if it is reported/what - when how - etc?
media Gatekeepers
advertising
SMART decisions
guidelines for working with medi
25. Their level of involvement is very low - they dont have any impact in the org. and vice versa
nonpublic
tactics
weakness and threats strategies
strategic thinking
26. 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?
guidelines on giving the media the news they want
additional questions that must be answered through research
authoritarian International media
strengths and opportunities strategies
27. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
guidelines on giving the media the news they want
examples of crises
the PR process
situation Analysis( Internal and External)
28. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
listening
advertising
attentive audience
weaknesses and opportinities strategies
29. Attempt to minimize both organizational weaknesses and external threats
guidelines for Good Media Relations
PR effectivness
external factors of a situation analysis?
weakness and threats strategies
30. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
possible responses to crises
advertising
problem definition
stakeholder analysis?
31. Media over which you have no direct role in decisions about media content
latent public
SMART decisions
10%
uncontrolled media
32. Specific - measurable - achievable - realistic - and time-bound decisions
western media
strategic thinking
SMART decisions
authoritarian International media
33. Practitioners speak in terms of publicity - but media wants...?
summative evaluation
ways to analyze media coverage
news
research
34. Whose job is it to educate and train executives to deal with the press?
embargoed news
The PR practitioners
internal factors of a situation analysis
possible responses to crises
35. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
results of long-range planning
tips to writing a Program Outcome
information center
reification
36. What percent of media relations is Preparation?
The PR practitioners
80%
situation Analysis( Internal and External)
primary research
37. Specific activties that relate to strategies - have direct action - result from strategies
quantitative research methods
tactics
instrumental newspaper reader
research
38. 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?
Management by Objectives and Results
additional questions that must be answered through research
problem statement
guidelines to writing useful problem statements
39. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it
television
publice service announcement
communication audit?
active public
40. 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
tips to writing a Program Outcome
components of the SWOT analysis
strategic thinking
tactics
41. When a company uses AVE's to save money and look more credible
quantitative research methods
force field analysis
instrumental newspaper reader
multiplier effect
42. Evaluation done after the program has finished-- 'how did we do?'
situation analysis
tread-panel surveys
summative evaluation
components of a budget
43. Whether or not your reached your goals
attentive audience
advertising
force field analysis
PR effectivness
44. They read because they see it as a source of enjoyment and a habit
14%
What to do
force field analysis
pleasure newspaper reader
45. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
latent public
common mistakes in handling crises
guidelines on giving the media the news they want
PR efficiency
46. Treating an abstraction as if it exists as a concrete material entity
guidelines for Good Media Relations
results of long-range planning
examples of crises
reification
47. Media is relatively free - as long as it supports national goals and heads toward development Example: India
stakeholder analysis?
newsworthy event criteria
developmental media
main obstacles in planning
48. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
communication audit?
kinds of Informal/Explorative research?
problem definition
components of the SWOT analysis
49. What percentage of a PR campaign SHOULD be used for research??
cross sectional surveys
results of long-range planning
guidelines for writing a program objective
10%
50. History of the situation - study of who is involved/affected/gathering information about stakeholders
tactics
external factors of a situation analysis?
budgeting tips
ego-booster newspaper reader