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






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






3. 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






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






5. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






11. 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






12. 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






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






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






15. 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






16. 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






17. MBO emphasizes goals and objectives






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






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






20. A concise desciption of the situation






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






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






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






24. What percentage of crises are unexpected?






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






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






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






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






29. A collection of all that is known about the situation






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






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






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






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






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






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






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






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






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






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


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






41. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices






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






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






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






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






46. Number of people exposed to your program messages






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






48. 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?






49. MOR






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