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






2. Whether or not your reached your goals






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






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






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






6. A concise desciption of the situation






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






8. 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)






9. Original research






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






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






12. 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






13. ualitative and Quantitative research






14. MOR






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






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






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






18. 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)






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






20. 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)






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






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






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






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






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






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






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






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






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






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






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






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






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

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34. 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






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






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






37. Research that has already been conducted






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






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






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






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






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






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






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






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






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






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






48. 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






49. 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?






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