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. Detection - Prevention/Preparation - Containment - Recovery - Learning






2. Best for counting - predicting and analyzing. Methods include content analysis and survey research






3. 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)






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






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






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






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






8. Reuters (based in London)

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9. Conducted over a long period of time






10. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)






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






12. Secondary analysis - content analysis (whats in the media) and surveys

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13. Research that has already been conducted






14. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium






15. 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






16. Specific activties that relate to strategies - have direct action - result from strategies






17. Whether or not your reached your goals






18. 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






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






20. 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






21. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)






22. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising






23. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership






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






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






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






27. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this






28. AP (Associated Press) and The United Press International






29. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy






30. 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






31. 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?






32. What financially supports cable television?






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






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






35. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design






36. 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 -






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






38. MOR






39. People who recognize that they are involved but have not communicated it






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






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






42. 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)






43. Information shared with journalists who are not to share it on a wide scale until given permission






44. What questions do we ask? What is involved/affected? What positive and negative forces are operating?






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






46. 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)






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






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






49. ualitative and Quantitative research






50. Their level of involvement is very low - they dont have any impact in the org. and vice versa