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






2. What financially supports cable television?






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






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






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






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






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






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






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






10. 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






11. Secondary analysis - content analysis (whats in the media) and surveys


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






13. 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)






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






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






16. 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)






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






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






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






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






21. ualitative and Quantitative research






22. Define your objectives/mission - Define audience/what motivated them - Define metrics/critera to use - Compare yourself with the competition - Pick your measurement tool - Analyze results and make this a regular occurence






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






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






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






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






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






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






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






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






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






32. MBO emphasizes goals and objectives






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






34. Predicting or establishing a desired future goal state - determining what forces will help or hinder movement toward te goal - and formulating a plan for achieving the desired state






35. 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 -






36. What percent of media relations is Preparation?






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






38. Conducted over a long period of time






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






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






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






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






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






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






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






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






47. 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)






48. Reuters (based in London)


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






50. 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?