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. What percentage of crises are unexpected?






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






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






4. Reuters (based in London)

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






6. 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)






7. 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?






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






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






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






11. 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






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

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






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






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






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






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






18. Media over which you have no direct role in decisions about media content






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






20. Attempt to minimize both organizational weaknesses and external threats






21. 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






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






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






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






25. What financially supports cable television?






26. 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






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






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






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






30. 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






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






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






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






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






35. 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?






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






37. Research that has already been conducted






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






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






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






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






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






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






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






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






46. 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 -






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






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






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






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