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






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






3. Reuters (based in London)

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4. 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






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






6. What percentage of crises are 'smoldering?' (building over time)






7. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation






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






9. What aspect of PR undergirds every step of the process?






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






11. ualitative and Quantitative research






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






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






14. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics






15. 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






16. 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






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






18. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior






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






20. Media over which you have no direct role in decisions about media content






21. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs






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






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






24. When people communicate and organize to do something about the situation they are involved in






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






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






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






28. Specific - measurable - achievable - realistic - and time-bound decisions






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






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






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






32. Whether or not your reached your goals






33. 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






34. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it






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






36. Personal contacts - Key informants - community forums - advisory boards - monitor social media






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






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






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






40. Attempt to minimize both organizational weaknesses and external threats






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






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






43. 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






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






45. 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?






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






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






48. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down






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






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