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






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






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






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






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






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






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






8. 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






9. Personal contacts - Key informants - community forums - advisory boards - monitor social media






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






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






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






13. Conducted over a long period of time






14. 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)






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






16. Attempt to minimize both organizational weaknesses and external threats






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






18. Original research






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






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






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






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






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






24. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs






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






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






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






28. What percent of media relations is Preparation?






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






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






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






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






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






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






35. What percentage of crises are unexpected?






36. MBO emphasizes goals and objectives






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






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






39. Identify thinsg that can go wrong and become highly visible - assign priorities - draft questions answers and solutions - focus on what do to and what to say - and develop a strategy to contain and counteract (not react and respond)






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






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






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






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






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






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






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






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






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






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






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