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






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






3. 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 -






4. 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






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






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






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






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






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






10. 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






11. MOR






12. 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?






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






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






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






16. A collection of all that is known about the situation






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






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






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






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






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






22. Research that has already been conducted






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






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






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






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






27. 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)






28. Reuters (based in London)

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






30. 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






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






32. 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






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






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






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






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






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






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






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






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






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






42. They read newspapers to receive advice and guidance for forming and validating an opinion






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






44. Number of people exposed to your program messages






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






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






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






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






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






50. What financially supports cable television?






Can you answer 50 questions in 15 minutes?



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