Test your basic knowledge |

Public Relations: PR Basics

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. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals






2. Diary - meter - people-meter - and telephone interview






3. 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






4. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better






5. History of the situation - study of who is involved/affected/gathering information about stakeholders






6. 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)






7. Research that has already been conducted






8. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba






9. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues






10. 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






11. When a company uses AVE's to save money and look more credible






12. Evaluation done after the program has finished-- 'how did we do?'






13. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals






14. 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 -






15. 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






16. Practitioners speak in terms of publicity - but media wants...?






17. They read for varied reasons that don't belong in any other category






18. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts






19. Libraries - databases - Internet - Publications - websites - etcs.






20. On-going evaluation in-progress during the program-- 'How are we doing?'






21. Reuters (based in London)

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22. Treating an abstraction as if it exists as a concrete material entity






23. How much money/time did it take to reach those goals






24. The process of identifying who is involved and affected by the situation






25. Policies - procedures - and actions related to the problem






26. 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)






27. It ensures that the message will be transmitted immediately to a wide spread audience - very influential






28. People who are unaware of their connections with others due to an issue






29. Defining the Problem (Or Opportunity) - Planning and Programming - Taking Action and Communication - and Evaluating the program






30. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated






31. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit






32. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations






33. Build on organizational strengths to take advantage of opportunities in the external environment






34. Number of people exposed to your program messages






35. 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






36. 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






37. A concise desciption of the situation






38. In-person surveys - telephone surveys - self-administered surveys - mailed surveys






39. 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






40. Original research






41. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America






42. Media is relatively free - as long as it supports national goals and heads toward development Example: India






43. 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)






44. 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






45. 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?






46. They read to get information they think will be useful in daily living






47. MOR






48. Whether or not your reached your goals






49. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word






50. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)