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






2. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better






3. 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






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






5. 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)






6. Whether or not your reached your goals






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






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






9. Research that has already been conducted






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






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






12. 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






13. 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






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






15. 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






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. What percent of media relations is Preparation?






18. Information shared with journalists who are not to share it on a wide scale until given permission






19. Media is relatively free - as long as it supports national goals and heads toward development Example: India






20. Attempt to minimize both organizational weaknesses and external threats






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






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






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






24. 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?






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






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






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






28. What percentage of crises are unexpected?






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






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






31. 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






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






33. 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)






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






35. Original research






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






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






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






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






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






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






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






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






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






45. What financially supports cable television?






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






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






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






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






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







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Can you answer 50 questions in 15 minutes?


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