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. 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)






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






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






5. Whether or not your reached your goals






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






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






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






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






10. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices






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






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






13. Conducted over a long period of time






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






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






16. Original research






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






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






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






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






21. MOR






22. What financially supports cable television?






23. PR now tells an org how to say - what to say and...






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






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






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






27. Number of people exposed to your program messages






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






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






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






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






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






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






34. Reuters (based in London)

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






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






37. 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)






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






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






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






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






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






43. Conducted to measure one single point in time






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






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






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






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






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






49. 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 -






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