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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. The process of identifying who is involved and affected by the situation
stakeholder analysis?
listening
newsworthy event criteria
putting news on a wire or syndicate
2. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus
qualitative research methods
listening
force field analysis
80%
3. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein
authoritarian International media
publice service announcement
types of crises
weaknesses and opportinities strategies
4. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership
guidelines for working with medi
cross sectional surveys
attentive audience
components of the circular PR Management Process
5. What aspect of PR undergirds every step of the process?
main obstacles in planning
research
scanner newspaper reader
to build a relationship with the media
6. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America
SMART decisions
world's largest international news agency
aware public
western media
7. Specific - measurable - achievable - realistic - and time-bound decisions
strengths and threats strategies
formative evaluation
SMART decisions
latent public
8. What percentage of a PR campaign SHOULD be used for research??
tread-panel surveys
cross sectional surveys
10%
formative evaluation
9. 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)
advantages of getting a story in print
guidelines for handling a PR crises
cross sectional surveys
western media
10. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation
external factors of a situation analysis?
developmental media
steps to creating an evaluation program at your organization
the PR process
11. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated
research
world's largest international news agency
tips to writing a Program Outcome
guidelines for handling a PR crises
12. When people communicate and organize to do something about the situation they are involved in
formative evaluation
active public
authoritarian International media
kinds of Informal/Explorative research?
13. 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
information center
controlled media
nonpublic
listening
14. 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)
components of the circular PR Management Process
primary research
communication audit?
guidelines on giving the media the news they want
15. What financially supports cable television?
advertising
examples of crises
AVE (Advertising value equivalency)
80%
16. MOR
Management by Objectives and Results
media Gatekeepers
instrumental newspaper reader
pleasure newspaper reader
17. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising
uncontrolled media
tactics
AVE (Advertising value equivalency)
types of surveys
18. Libraries - databases - Internet - Publications - websites - etcs.
AVE (Advertising value equivalency)
places where one could obtain secondary research
methods to measure TV/radio audiences
examples of crises
19. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down
scanner newspaper reader
strategic thinking
forms of analysis used when informal methods of research aren't enough
revolutionary media
20. Conducted to measure one single point in time
situation analysis
cross sectional surveys
ways a company can use budgeting for PR
steps to creating an evaluation program at your organization
21. They read to get information they think will be useful in daily living
authoritarian International media
guidelines for writing a program objective
instrumental newspaper reader
problem statement
22. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome
guidelines for handling a PR crises
components of the circular PR Management Process
uncontrolled media
outcomes of a program
23. What percentage of crises are unexpected?
14%
news
formative evaluation
additional questions that must be answered through research
24. 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
interactive communication (all about building and maintaining relationships with the public)
newsworthy event criteria
main obstacles in planning
external factors of a situation analysis?
25. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better
qualitative research methods
outcomes of a program
problem definition
guidelines for working with medi
26. 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
main obstacles in planning
western media
steps to creating an evaluation program at your organization
additional questions that must be answered through research
27. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)
possible responses to crises
78%
types of surveys
situation analysis
28. Whose job is it to educate and train executives to deal with the press?
interactive communication (all about building and maintaining relationships with the public)
The PR practitioners
advertising
formative evaluation
29. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba
communist media
mailed surveys
ego-booster newspaper reader
strategic thinking
30. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals
guidelines for working with medi
tread-panel surveys
types of crises
What to do
31. It ensures that the message will be transmitted immediately to a wide spread audience - very influential
to build a relationship with the media
situation Analysis( Internal and External)
putting news on a wire or syndicate
authoritarian International media
32. They read because they see it as a source of enjoyment and a habit
types of surveys
formal research
pleasure newspaper reader
information center
33. The key for public relations is that the new technology promotes what?
putting news on a wire or syndicate
uncontrolled media
interactive communication (all about building and maintaining relationships with the public)
budgeting tips
34. Evaluation done after the program has finished-- 'how did we do?'
attentive audience
authoritarian International media
problem definition
summative evaluation
35. Specific activties that relate to strategies - have direct action - result from strategies
tactics
guidelines for working with medi
advertising
controlled media
36. When a company uses AVE's to save money and look more credible
additional questions that must be answered through research
multiplier effect
AVE (Advertising value equivalency)
78%
37. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design
secondary research
strengths and opportunities strategies
components of a budget
newsworthy event criteria
38. Detection - Prevention/Preparation - Containment - Recovery - Learning
stages of crisis management
media Gatekeepers
situation analysis
10%
39. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs
primary research
budgeting tips
guidelines for working with medi
problem definition
40. Secondary analysis - content analysis (whats in the media) and surveys
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41. On-going evaluation in-progress during the program-- 'How are we doing?'
formative evaluation
forms of analysis used when informal methods of research aren't enough
cross sectional surveys
additional questions that must be answered through research
42. What questions do we ask? What is involved/affected? What positive and negative forces are operating?
PR effectivness
aware public
situation Analysis( Internal and External)
multiplier effect
43. Their level of involvement is very low - they dont have any impact in the org. and vice versa
nonpublic
primary research
research
advantages of getting a story in print
44. Product recall - fatal accidents - natural disasters - sexual harrassment
examples of crises
places where one could obtain secondary research
latent public
types of surveys
45. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium
television
PR effectivness
force field analysis
tread-panel surveys
46. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)
components of the SWOT analysis
guidelines to writing useful problem statements
the PR process
news
47. Attempt to minimize organizational weaknesses by taking advantages of external opportunities
guidelines for Good Media Relations
weaknesses and opportinities strategies
advertising
common mistakes in handling crises
48. They read to enhance their self-image and status with others
strengths and threats strategies
formal research
force field analysis
ego-booster newspaper reader
49. People who recognize that they are involved but have not communicated it
tips to writing a Program Outcome
revolutionary media
What to do
aware public
50. Build on org strengths to counter threats in external environments
strengths and threats strategies
weakness and threats strategies
examples of crises
ways to analyze media coverage