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. 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






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






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






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






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






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






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






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






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






10. What percentage of crises are unexpected?






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






12. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America






13. 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






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






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






16. What percent of media relations is Preparation?






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






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






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






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






21. 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)






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






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






24. Reuters (based in London)


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






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






27. MBO emphasizes goals and objectives






28. 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






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






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






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






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






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






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






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






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






37. Number of people exposed to your program messages






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






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






40. A concise desciption of the situation






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






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






43. Whether or not your reached your goals






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






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






46. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design






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






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






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






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