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. MOR






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






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






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






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






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






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






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






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






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






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






12. Evening TV news - major network news - local newspaper






13. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)






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






15. Conducted over a long period of time






16. 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)






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






18. A concise desciption of the situation






19. 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






20. MBO emphasizes goals and objectives






21. A collection of all that is known about the situation






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






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






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






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






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






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






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






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






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






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






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


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






35. Original research






36. 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?






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






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






39. Conducted to measure one single point in time






40. 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?






41. 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)






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






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






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






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






47. Whether or not your reached your goals






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






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






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