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






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






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






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






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






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






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






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






9. 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






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






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






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






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






14. Original research






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






16. What percentage of crises are unexpected?






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






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






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






20. Research that has already been conducted






21. Number of people exposed to your program messages






22. Whether or not your reached your goals






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






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






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






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






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






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






29. 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)






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






31. Reuters (based in London)


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






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






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






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






36. 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 -






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






38. 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?






39. MOR






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






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






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






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






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






45. Information must be newsworthy - It must be up to the standards of that media - Must be a timely report of the issue - Must be the right definition of news (you would need to research that company/organization)






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






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






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






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






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