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






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






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






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






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






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






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






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






9. 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?






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






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






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






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






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






17. Conducted over a long period of time






18. 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 -






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






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






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






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






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






24. MOR






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






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






27. 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)






28. 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)






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






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






31. 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






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






33. 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






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






35. Conducted to measure one single point in time






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






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






38. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations






39. Attempt to minimize both organizational weaknesses and external threats






40. In-person surveys - telephone surveys - self-administered surveys - mailed surveys






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






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






43. What percentage of crises are unexpected?






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






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






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






47. 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?






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






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






50. MBO emphasizes goals and objectives







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