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






2. Evening TV news - major network news - local newspaper






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






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






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






6. ualitative and Quantitative research






7. Whether or not your reached your goals






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






9. 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?






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






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






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

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13. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it






14. 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






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






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






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






18. Conducted over a long period of time






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






20. 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






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






22. Reuters (based in London)

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






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






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






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






27. 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 -






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






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






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






31. What percentage of crises are unexpected?






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






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






34. What financially supports cable television?






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






36. They read because they see it as a source of enjoyment and a habit






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






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






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






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






41. A concise desciption of the situation






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






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






44. Number of people exposed to your program messages






45. 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)






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






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






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






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






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






Can you answer 50 questions in 15 minutes?



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