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






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






3. 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






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






5. Attempt to minimize organizational weaknesses by taking advantages of external opportunities






6. What percentage of crises are unexpected?






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






8. 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?






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






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






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






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






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






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






15. MBO emphasizes goals and objectives






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






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






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






20. 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)






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






22. Reuters (based in London)


23. A concise desciption of the situation






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






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






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






27. ualitative and Quantitative research






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






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






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






31. Attempt to minimize both organizational weaknesses and external threats






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






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






34. 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?






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






36. MOR






37. Conducted to measure one single point in time






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






39. 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 -






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






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






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


43. 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






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






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






46. 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






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






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






49. 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






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