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






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






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






4. 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






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






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






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






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






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






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






11. Attempt to minimize both organizational weaknesses and external threats






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






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

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14. 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






15. 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?






16. Original research






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






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






19. Research that has already been conducted






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






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






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






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






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






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






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






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






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






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






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






31. 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 -






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






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






34. Use present tense - describe situation in measurable terms - do not imply solution or blame for problem - Step 1: Define the Problem. What question do we ask? What is happening now?






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






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






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






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






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






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






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






42. 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)






43. Number of people exposed to your program messages






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






45. 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)






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






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






48. Whether or not your reached your goals






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






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







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Can you answer 50 questions in 15 minutes?


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