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






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






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






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






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






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






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






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






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






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






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






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






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






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






15. What aspect of PR undergirds every step of the process?






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






17. MBO emphasizes goals and objectives






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






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






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

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






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






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






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






25. Attempt to minimize both organizational weaknesses and external threats






26. Original research






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






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






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






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






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






32. 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 -






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






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






35. MOR






36. 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






37. 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?






38. Media is relatively free - as long as it supports national goals and heads toward development Example: India






39. Reuters (based in London)

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






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






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






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






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






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






46. Conducted to measure one single point in time






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






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






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






50. Conducted over a long period of time