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






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


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






4. Whether or not your reached your goals






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






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






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






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






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






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






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






12. Research that has already been conducted






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






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






15. ualitative and Quantitative research






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






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






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






19. What financially supports cable television?






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






21. Conducted to measure one single point in time






22. Conducted over a long period of time






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






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






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






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






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






28. 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






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






30. 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






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






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






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. 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 -






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






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






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






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






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






40. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






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






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






48. 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)






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






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