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






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






3. 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






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






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






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






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






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






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






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






11. 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 -






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






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






14. With uncontrolled media these people control if it is reported/what - when how - etc?






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






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






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






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






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






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






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






22. 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?






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






24. 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?






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






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






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






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






29. 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






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






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






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






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






34. A concise desciption of the situation






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






36. 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






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






38. MBO emphasizes goals and objectives






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






40. 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






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






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






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






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






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

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






47. What financially supports cable television?






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






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






50. Conducted to measure one single point in time







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