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






2. What financially supports cable television?






3. Research that has already been conducted






4. Reuters (based in London)

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






6. 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






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






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






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






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






11. A concise desciption of the situation






12. ualitative and Quantitative research






13. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations






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






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






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






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






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






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






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






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






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






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






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






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






26. Whether or not your reached your goals






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






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






29. 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?






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. A collection of all that is known about the situation






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






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






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






35. What percentage of crises are unexpected?






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






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






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






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






40. Number of people exposed to your program messages






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






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






43. 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






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






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






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






47. Whose job is it to educate and train executives to deal with the press?






48. 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)






49. 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






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