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






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






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






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






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






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






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






8. 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






9. 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 -






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






11. What percentage of crises are unexpected?






12. MOR






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






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






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






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






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






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






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






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






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

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






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






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






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






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






27. 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)






28. 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






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






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






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






32. 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






33. Conducted to measure one single point in time






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






35. 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)






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






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






38. 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






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






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






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






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






43. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down






44. Number of people exposed to your program messages






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






46. MBO emphasizes goals and objectives






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






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






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






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