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. Conducted over a long period of time






2. 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






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






4. 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






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






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






7. Reuters (based in London)

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






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






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






11. What percent of media relations is Preparation?






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






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






14. Conducted to measure one single point in time






15. Original research






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






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






18. What percentage of crises are unexpected?






19. 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?






20. 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






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






22. Policies - procedures - and actions related to the problem






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






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






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






26. MBO emphasizes goals and objectives






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






28. A concise desciption of the situation






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






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






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






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






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






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






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






36. What financially supports cable television?






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






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






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

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






41. Research that has already been conducted






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






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






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






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






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






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






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






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






50. 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