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






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






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






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






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






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






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






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






9. 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)






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






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






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






13. 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






14. 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)






15. What financially supports cable television?






16. MOR






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






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






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






20. Conducted to measure one single point in time






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






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






23. What percentage of crises are unexpected?






24. 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






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






26. 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






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






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






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






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






31. It ensures that the message will be transmitted immediately to a wide spread audience - very influential






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






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






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






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






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






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






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






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






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

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






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






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






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






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






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






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






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






49. People who recognize that they are involved but have not communicated it






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