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






2. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba






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






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






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






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






7. Failure of employers to include the PR practitioner in decisions - perception of PR as 'communication support' - absence of 'agreed-upon' objectives - inadequate time - frustrations and delays






8. Research that has already been conducted






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






10. 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)






11. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word






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






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






14. 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?






15. What percent of media relations is Preparation?






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






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






18. 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






19. MBO emphasizes goals and objectives






20. History of the situation - study of who is involved/affected/gathering information about stakeholders






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






22. Reuters (based in London)

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183


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

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183


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






25. Original research






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






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






28. ualitative and Quantitative research






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






30. A concise desciption of the situation






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






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






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






34. With uncontrolled media these people control if it is reported/what - when how - etc?






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






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






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






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






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






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






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






42. 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






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






44. 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 -






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






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






47. What financially supports cable television?






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






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






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