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






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






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






4. 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?






5. 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)






6. Conducted over a long period of time






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






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






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






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






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






12. MOR






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






14. Conducted to measure one single point in time






15. Whose job is it to educate and train executives to deal with the press?






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






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






18. 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






19. ualitative and Quantitative research






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






21. What financially supports cable television?






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






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






24. MBO emphasizes goals and objectives






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






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






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






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






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






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






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






33. 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






34. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






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






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






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






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






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






45. 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)






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






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






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






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






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