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






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






3. 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






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






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






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






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






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






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






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






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






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






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






15. 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






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






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






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






19. Build on org strengths to counter threats in external environments






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






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






22. 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 -






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






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






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






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

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






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






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






30. Research that has already been conducted






31. What financially supports cable television?






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






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






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






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






36. MBO emphasizes goals and objectives






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






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






39. MOR






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






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






42. 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






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






44. How much money/time did it take to reach those goals






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






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






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






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






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






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