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






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






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






4. 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?






5. What percent of media relations is Preparation?






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






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






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






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






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






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






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






13. Attempt to minimize both organizational weaknesses and external threats






14. ualitative and Quantitative research






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






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






17. 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 -






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






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






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






21. 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






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






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






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






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






26. 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






27. 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






28. Conducted to measure one single point in time






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






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






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






32. 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






33. 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






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






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






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






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






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






39. Number of people exposed to your program messages






40. Predicting or establishing a desired future goal state - determining what forces will help or hinder movement toward te goal - and formulating a plan for achieving the desired state






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


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






43. Whether or not your reached your goals






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






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






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






47. What financially supports cable television?






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






49. 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






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