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






2. Original research






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






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






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






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






7. 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 -






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






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






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






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






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






13. What percent of media relations is Preparation?






14. 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?






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






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






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






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






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






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






22. Conducted over a long period of time






23. 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






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






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






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






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






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






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






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






31. What percentage of crises are unexpected?






32. ualitative and Quantitative research






33. Research that has already been conducted






34. 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






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






36. 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






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






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






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






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






41. What financially supports cable television?






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






43. MBO emphasizes goals and objectives






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






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






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






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






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






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






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