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. ualitative and Quantitative research






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

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






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






6. What percentage of crises are unexpected?






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






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






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






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






11. Conducted over a long period of time






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






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






14. 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?






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






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






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






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






19. Research that has already been conducted






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






21. 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)






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






23. Reuters (based in London)

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






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






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






27. 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






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






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






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






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






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






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






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






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






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






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






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






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






40. 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






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






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






43. 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






44. Original research






45. Whether or not your reached your goals






46. Attempt to minimize both organizational weaknesses and external threats






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






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






49. 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






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