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






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






3. 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






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






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






6. A collection of all that is known about the situation






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






8. 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






9. Research that has already been conducted






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






11. How much do people use information in the problem situation? What kinds of information do people seek? How do people use information? What predicts information use?






12. Conducted to measure one single point in time






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

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14. ualitative and Quantitative research






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






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






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






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






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






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






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






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






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






24. 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






25. 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






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






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






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






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






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






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






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






33. Number of people exposed to your program messages






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






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






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






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






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






40. Original research






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






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






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






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






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






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






47. What percentage of crises are unexpected?






48. MOR






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






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