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






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






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






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






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






7. MBO emphasizes goals and objectives






8. ualitative and Quantitative research






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






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






11. 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






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






13. 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?






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






15. 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






16. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit






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

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18. What percentage of crises are unexpected?






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






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






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






22. Product recall - fatal accidents - natural disasters - sexual harrassment






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






24. 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






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






26. 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






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






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






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






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






32. Attempt to minimize both organizational weaknesses and external threats






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






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






35. A concise desciption of the situation






36. 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)






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






38. An information line during a crisis - has 2 parts: one that deals directly with the public - one that obtains the information - and needs to be credible before crisis






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






40. 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?






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






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






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






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






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






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






47. 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






48. Research that has already been conducted






49. 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)






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