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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. On-going evaluation in-progress during the program-- 'How are we doing?'
aware public
formative evaluation
western media
formal research
2. Evening TV news - major network news - local newspaper
Examples of traditional media
pleasure newspaper reader
advertising
radio
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
additional questions that must be answered through research
media Gatekeepers
steps to creating an evaluation program at your organization
guidelines for writing a program objective
4. What percentage of crises are unexpected?
cross sectional surveys
primary research
news
14%
5. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
guidelines on giving the media the news they want
AVE (Advertising value equivalency)
stages of crisis management
multiplier effect
6. 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
mailed surveys
communication audit?
common mistakes in handling crises
places where one could obtain secondary research
7. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
components of the SWOT analysis
strategic planning
guidelines for writing a program objective
What to do
8. Practitioners speak in terms of publicity - but media wants...?
situation analysis
guidelines for Good Media Relations
formal research
news
9. Whose job is it to educate and train executives to deal with the press?
colors associated with different crises
The PR practitioners
strengths and threats strategies
to build a relationship with the media
10. People who are unaware of their connections with others due to an issue
internal factors of a situation analysis
80%
ways a company can use budgeting for PR
latent public
11. AP (Associated Press) and The United Press International
big wires in the U.S
guidelines on giving the media the news they want
external factors of a situation analysis?
aware public
12. Build on organizational strengths to take advantage of opportunities in the external environment
research
opinion maker newspaper reader
multiplier effect
strengths and opportunities strategies
13. The process of identifying who is involved and affected by the situation
research
problem definition
opinion maker newspaper reader
stakeholder analysis?
14. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program
latent public
guidelines for Good Media Relations
components of the circular PR Management Process
AVE (Advertising value equivalency)
15. MBO emphasizes goals and objectives
qualitative research methods
strengths and threats strategies
media Gatekeepers
Management by objectives
16. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior
qualitative research methods
things that define stakeholders
radio
internal factors of a situation analysis
17. MOR
opinion maker newspaper reader
Management by Objectives and Results
reification
outcomes of a program
18. History of the situation - study of who is involved/affected/gathering information about stakeholders
forms of analysis used when informal methods of research aren't enough
embargoed news
scanner newspaper reader
external factors of a situation analysis?
19. Conducted over a long period of time
tread-panel surveys
places where one could obtain secondary research
multiplier effect
internal factors of a situation analysis
20. With uncontrolled media these people control if it is reported/what - when how - etc?
media Gatekeepers
ego-booster newspaper reader
stages of crisis management
authoritarian International media
21. Specific - measurable - achievable - realistic - and time-bound decisions
SMART decisions
instrumental newspaper reader
common mistakes in handling crises
situation Analysis( Internal and External)
22. The key for public relations is that the new technology promotes what?
western media
kinds of Informal/Explorative research?
cross sectional surveys
interactive communication (all about building and maintaining relationships with the public)
23. 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
possible responses to crises
information center
pleasure newspaper reader
PR effectivness
24. When people communicate and organize to do something about the situation they are involved in
television
methods to measure TV/radio audiences
potential audience
active public
25. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
listening
newsworthy event criteria
tread-panel surveys
10%
26. 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
advantages of getting a story in print
PR effectivness
steps to creating an evaluation program at your organization
27. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
types of crises
primary research
communication audit?
kinds of Informal/Explorative research?
28. They read for varied reasons that don't belong in any other category
active public
scanner newspaper reader
methods to measure TV/radio audiences
instrumental newspaper reader
29. 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?
PR efficiency
strengths and opportunities strategies
additional questions that must be answered through research
controlled media
30. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies
force field analysis
components of a budget
strategic planning
external factors of a situation analysis?
31. Information shared with journalists who are not to share it on a wide scale until given permission
embargoed news
primary research
secondary research
ways to analyze media coverage
32. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
budgeting tips
guidelines to writing useful problem statements
authoritarian International media
television
33. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit
radio
components of a budget
news
ways a company can use budgeting for PR
34. They read newspapers to receive advice and guidance for forming and validating an opinion
main obstacles in planning
opinion maker newspaper reader
research
possible responses to crises
35. Libraries - databases - Internet - Publications - websites - etcs.
secondary research
places where one could obtain secondary research
putting news on a wire or syndicate
attentive audience
36. Secondary analysis - content analysis (whats in the media) and surveys
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37. 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
embargoed news
television
force field analysis
controlled media
38. Treating an abstraction as if it exists as a concrete material entity
types of crises
media Gatekeepers
reification
news
39. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
communist media
guidelines for writing a program objective
methods to measure TV/radio audiences
qualitative research methods
40. PR now tells an org how to say - what to say and...
PR effectivness
attentive audience
things that define stakeholders
What to do
41. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues
common mistakes in handling crises
ego-booster newspaper reader
advantages of getting a story in print
80%
42. Diary - meter - people-meter - and telephone interview
communist media
internal factors of a situation analysis
What to do
methods to measure TV/radio audiences
43. What aspect of PR undergirds every step of the process?
external factors of a situation analysis?
steps to creating an evaluation program at your organization
research
summative evaluation
44. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this
primary research
instrumental newspaper reader
listening
stages of crisis management
45. 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
guidelines for writing a program objective
guidelines for Good Media Relations
interactive communication (all about building and maintaining relationships with the public)
to build a relationship with the media
46. Media is relatively free - as long as it supports national goals and heads toward development Example: India
developmental media
situation Analysis( Internal and External)
quantitative research methods
guidelines for writing a program objective
47. Conducted to measure one single point in time
cross sectional surveys
forms of analysis used when informal methods of research aren't enough
possible responses to crises
outcomes of a program
48. Yellow = current crises - Green = emerging crises - Brown = old crises
problem statement
weakness and threats strategies
aware public
colors associated with different crises
49. A collection of all that is known about the situation
television
SMART decisions
ego-booster newspaper reader
situation analysis
50. People who recognize that they are involved but have not communicated it
ways to analyze media coverage
aware public
80%
methods to measure TV/radio audiences