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. Attempt to minimize both organizational weaknesses and external threats






2. Evening TV news - major network news - local newspaper






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






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






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






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






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






8. 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)






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






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






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






12. Original research






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






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






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






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






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






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






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






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






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






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






24. Conducted over a long period of time






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






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






27. Product recall - fatal accidents - natural disasters - sexual harrassment






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






29. Research that has already been conducted






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






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






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






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






34. 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






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






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






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






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






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






40. MOR






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






42. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices






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






44. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome






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






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






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






48. 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






49. MBO emphasizes goals and objectives






50. PR now tells an org how to say - what to say and...