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






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






3. What percent of media relations is Preparation?






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






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






6. 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)






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






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






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






10. Whether or not your reached your goals






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






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






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






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






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. Attempt to minimize both organizational weaknesses and external threats






17. MBO emphasizes goals and objectives






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






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






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






21. 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






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






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






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






25. Original research






26. Reuters (based in London)

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27. What financially supports cable television?






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






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






30. Research that has already been conducted






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






32. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word






33. MOR






34. Conducted over a long period of time






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






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






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






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






39. 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 -






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






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






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






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






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






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






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






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






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






49. 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)






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







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Can you answer 50 questions in 15 minutes?


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