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






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






3. 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 -






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






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






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






7. What percentage of crises are unexpected?






8. Media over which you have no direct role in decisions about media content






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






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






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






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






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






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






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






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






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






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






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






20. 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






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






22. 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






23. 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)






24. 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)






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






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






27. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated






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






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


30. 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)






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






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






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






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






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






36. What percent of media relations is Preparation?






37. Original research






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






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






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






41. 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






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






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






44. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior






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






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






47. MBO emphasizes goals and objectives






48. Number of people exposed to your program messages






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






50. Research that has already been conducted