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






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






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






4. What percent of media relations is Preparation?






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






6. 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






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






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






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






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






11. What percentage of crises are unexpected?






12. A concise desciption of the situation






13. Number of people exposed to your program messages






14. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)






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






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






17. 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?






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






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






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






21. 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






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






23. 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






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






25. 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






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






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






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






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






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






31. 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)






32. MBO emphasizes goals and objectives






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






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






35. 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)






36. 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






37. What financially supports cable television?






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






39. Whether or not your reached your goals






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






41. 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






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






43. 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 -






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






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






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






47. 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






48. Conducted over a long period of time






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






50. 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?