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. Media over which you have no direct role in decisions about media content






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






5. 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






6. 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)






7. What financially supports cable television?






8. A concise desciption of the situation






9. MBO emphasizes goals and objectives






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






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






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






13. It ensures that the message will be transmitted immediately to a wide spread audience - very influential






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






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






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






17. 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 -






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






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






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






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






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






23. ualitative and Quantitative research






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






25. What percent of media relations is Preparation?






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






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






28. 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)






29. Reuters (based in London)


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






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






32. Conducted to measure one single point in time






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






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






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






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






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






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






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






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






41. They read because they see it as a source of enjoyment and a habit






42. Use present tense - describe situation in measurable terms - do not imply solution or blame for problem - Step 1: Define the Problem. What question do we ask? What is happening now?






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






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






45. MOR






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






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






48. 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






49. Number of people exposed to your program messages






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