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






2. With uncontrolled media these people control if it is reported/what - when how - etc?






3. The key for public relations is that the new technology promotes what?






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






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






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






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






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






9. Build on org strengths to counter threats in external environments






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






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






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






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






15. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus






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






17. 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?






18. 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






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






20. Conducted to measure one single point in time






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






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






23. They read because they see it as a source of enjoyment and a habit






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






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






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






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






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






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






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






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






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






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






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






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






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






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






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






39. Attempt to minimize both organizational weaknesses and external threats






40. 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?






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






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






43. 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






44. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies






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






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






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






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






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






50. Reuters (based in London)