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. 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






3. Whether or not your reached your goals






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






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

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






7. Total income or funds available - competitive necessity - Task or goal driven (least preferable) - Profit






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






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






10. Research that has already been conducted






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






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






13. AP (Associated Press) and The United Press International






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






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






16. 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






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






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






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






20. Number of people exposed to your program messages






21. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues






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






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






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






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






26. 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)






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






28. 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 -






29. 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






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






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






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






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






34. A concise desciption of the situation






35. ualitative and Quantitative research






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






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






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






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






40. 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)






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






42. 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






43. Attempt to minimize both organizational weaknesses and external threats






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






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






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






47. Detection - Prevention/Preparation - Containment - Recovery - Learning






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






49. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior






50. 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?