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






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






3. When a company uses AVE's to save money and look more credible






4. 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)






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






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






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






8. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it






9. Whether or not your reached your goals






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






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






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






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






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






15. 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






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






17. What percent of media relations is Preparation?






18. 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






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






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






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






22. 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






23. Original research






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






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






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






27. How much money/time did it take to reach those goals






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






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






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






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






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






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






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






35. Attempt to minimize both organizational weaknesses and external threats






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






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






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






39. 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?






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






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






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






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






44. 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






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






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






47. Conducted to measure one single point in time






48. Evaluation done after the program has finished-- 'how did we do?'






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






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