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






2. History of the situation - study of who is involved/affected/gathering information about stakeholders






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






4. 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 -






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






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






7. MOR






8. Conducted over a long period of time






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






10. A concise desciption of the situation






11. Attempt to minimize organizational weaknesses by taking advantages of external opportunities






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






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






14. On-going evaluation in-progress during the program-- 'How are we doing?'






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






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






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






18. Number of people exposed to your program messages






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






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






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






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






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






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






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






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






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






28. 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






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






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






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






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






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






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






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






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






37. 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?






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






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






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






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






42. ualitative and Quantitative research






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






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






45. Reuters (based in London)


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






47. 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






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






49. Original research






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