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. 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






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






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






4. 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)






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






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






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






8. 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?






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






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






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






12. Conducted over a long period of time






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






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






15. What percent of media relations is Preparation?






16. Research that has already been conducted






17. 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






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






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






20. 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






21. 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?






22. 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)






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






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






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






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






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






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






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






31. 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






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






33. Conducted to measure one single point in time






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






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






36. MBO emphasizes goals and objectives






37. Attempt to minimize both organizational weaknesses and external threats






38. Specific activties that relate to strategies - have direct action - result from strategies






39. 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






40. 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)






41. 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






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






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






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






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






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






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






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






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






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