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. Product recall - fatal accidents - natural disasters - sexual harrassment






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






3. 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






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






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






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






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






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






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






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






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






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






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






14. Attempt to minimize both organizational weaknesses and external threats






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






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






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






18. Research that has already been conducted






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






20. Their level of involvement is very low - they dont have any impact in the org. and vice versa






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






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






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






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






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






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






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






28. Original research






29. 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






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






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






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






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






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






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






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






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






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






39. Yellow = current crises - Green = emerging crises - Brown = old crises






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






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






42. 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)






43. 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






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






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






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






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






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






49. Conducted over a long period of time






50. Number of people exposed to your program messages