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






2. They read to enhance their self-image and status with others






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






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






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






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






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






8. Number of people exposed to your program messages






9. 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






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






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






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






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






14. 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?






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






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






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






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






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






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






21. Reuters (based in London)


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






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






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






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






26. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein






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






28. What percentage of a PR campaign SHOULD be used for research??






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






30. 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






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






32. 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)






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






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






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






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






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






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






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






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






41. MBO emphasizes goals and objectives






42. 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






43. 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?






44. 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






45. Whether or not your reached your goals






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






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






48. Original research






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






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