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






2. Conducted to measure one single point in time






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






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






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






6. Reuters (based in London)

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






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






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






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






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






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






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






14. 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)






15. 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






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






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






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






19. 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






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

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21. A concise desciption of the situation






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






23. What financially supports cable television?






24. 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?






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






26. MBO emphasizes goals and objectives






27. It ensures that the message will be transmitted immediately to a wide spread audience - very influential






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






29. What percentage of crises are unexpected?






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






31. ualitative and Quantitative research






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






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






34. Whether or not your reached your goals






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






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






37. Number of people exposed to your program messages






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






39. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts






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






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






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






43. 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






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






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






46. 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






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






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






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






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