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Test your basic knowledge |
Public Relations: PR Basics
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Subject
:
business-skills
Instructions:
Answer 50 questions in 15 minutes.
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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. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)
newsworthy event criteria
PR effectivness
guidelines for working with medi
tactics
2. They read because they see it as a source of enjoyment and a habit
pleasure newspaper reader
colors associated with different crises
communication audit?
listening
3. The key for public relations is that the new technology promotes what?
strengths and threats strategies
latent public
interactive communication (all about building and maintaining relationships with the public)
places where one could obtain secondary research
4. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices
Examples of traditional media
problem statement
results of long-range planning
stages of crisis management
5. What percentage of a PR campaign SHOULD be used for research??
radio
14%
developmental media
10%
6. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
publice service announcement
putting news on a wire or syndicate
force field analysis
What to do
7. Policies - procedures - and actions related to the problem
steps to creating an evaluation program at your organization
internal factors of a situation analysis
results of long-range planning
guidelines for handling a PR crises
8. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy
uncontrolled media
tread-panel surveys
qualitative research methods
stakeholder analysis?
9. 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?
stages of crisis management
components of the circular PR Management Process
research
additional questions that must be answered through research
10. Build on organizational strengths to take advantage of opportunities in the external environment
10%
guidelines to writing useful problem statements
developmental media
strengths and opportunities strategies
11. History of the situation - study of who is involved/affected/gathering information about stakeholders
types of crises
multiplier effect
putting news on a wire or syndicate
external factors of a situation analysis?
12. Secondary analysis - content analysis (whats in the media) and surveys
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13. Yellow = current crises - Green = emerging crises - Brown = old crises
colors associated with different crises
embargoed news
ego-booster newspaper reader
Management by objectives
14. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
guidelines to writing useful problem statements
weakness and threats strategies
AVE (Advertising value equivalency)
problem definition
15. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
world's largest international news agency
ways a company can use budgeting for PR
strategic planning
the PR process
16. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
types of crises
potential audience
research
components of a budget
17. Conducted over a long period of time
radio
tread-panel surveys
Management by objectives
controlled media
18. 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 -
authoritarian International media
guidelines for working with medi
scanner newspaper reader
The PR practitioners
19. Build on org strengths to counter threats in external environments
news
strengths and threats strategies
problem definition
nonpublic
20. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
common mistakes in handling crises
colors associated with different crises
outcomes of a program
formal research
21. Specific activties that relate to strategies - have direct action - result from strategies
strengths and threats strategies
tactics
types of surveys
instrumental newspaper reader
22. Their level of involvement is very low - they dont have any impact in the org. and vice versa
strategic thinking
radio
nonpublic
budgeting tips
23. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics
PR effectivness
publice service announcement
weakness and threats strategies
communication audit?
24. MOR
the PR process
forms of analysis used when informal methods of research aren't enough
world's largest international news agency
Management by Objectives and Results
25. Media is relatively free - as long as it supports national goals and heads toward development Example: India
qualitative research methods
situation analysis
developmental media
guidelines on giving the media the news they want
26. What aspect of PR undergirds every step of the process?
western media
additional questions that must be answered through research
research
places where one could obtain secondary research
27. 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)
The PR practitioners
television
additional questions that must be answered through research
guidelines on giving the media the news they want
28. Identify thinsg that can go wrong and become highly visible - assign priorities - draft questions answers and solutions - focus on what do to and what to say - and develop a strategy to contain and counteract (not react and respond)
AVE (Advertising value equivalency)
10%
television
guidelines for handling a PR crises
29. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
components of a budget
strategic planning
summative evaluation
communist media
30. 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)
summative evaluation
situation analysis
pleasure newspaper reader
31. 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
ways a company can use budgeting for PR
information center
secondary research
AVE (Advertising value equivalency)
32. Specific - measurable - achievable - realistic - and time-bound decisions
SMART decisions
tactics
the PR process
situation analysis
33. 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
media Gatekeepers
newsworthy event criteria
mailed surveys
main obstacles in planning
34. Treating an abstraction as if it exists as a concrete material entity
problem statement
ways to analyze media coverage
kinds of Informal/Explorative research?
reification
35. Conducted to measure one single point in time
cross sectional surveys
world's largest international news agency
radio
authoritarian International media
36. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts
pleasure newspaper reader
western media
to build a relationship with the media
common mistakes in handling crises
37. Personal contacts - Key informants - community forums - advisory boards - monitor social media
examples of crises
strategic thinking
western media
kinds of Informal/Explorative research?
38. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations
problem statement
advantages of getting a story in print
common mistakes in handling crises
kinds of Informal/Explorative research?
39. Attempt to minimize both organizational weaknesses and external threats
stages of crisis management
weakness and threats strategies
tactics
communist media
40. In-person surveys - telephone surveys - self-administered surveys - mailed surveys
main obstacles in planning
types of surveys
primary research
interactive communication (all about building and maintaining relationships with the public)
41. They read for varied reasons that don't belong in any other category
budgeting tips
SMART decisions
things that define stakeholders
scanner newspaper reader
42. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
media Gatekeepers
stages of crisis management
research
authoritarian International media
43. What percentage of crises are unexpected?
strengths and threats strategies
problem statement
advantages of getting a story in print
14%
44. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
attentive audience
strengths and opportunities strategies
components of the SWOT analysis
PR effectivness
45. A collection of all that is known about the situation
main obstacles in planning
stakeholder analysis?
uncontrolled media
situation analysis
46. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals
ways to analyze media coverage
research
guidelines on giving the media the news they want
possible responses to crises
47. 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?
guidelines to writing useful problem statements
types of surveys
guidelines on giving the media the news they want
10%
48. Practitioners speak in terms of publicity - but media wants...?
news
force field analysis
tread-panel surveys
common mistakes in handling crises
49. On-going evaluation in-progress during the program-- 'How are we doing?'
formative evaluation
components of a budget
western media
internal factors of a situation analysis
50. MBO emphasizes goals and objectives
Management by objectives
results of long-range planning
force field analysis
common mistakes in handling crises
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