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






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






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






4. 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






5. What percentage of crises are unexpected?






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






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






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






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






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






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






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






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






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

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






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






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






18. 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






19. Reuters (based in London)

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






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






23. Number of people exposed to your program messages






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






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






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






27. What financially supports cable television?






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






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






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






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






32. A concise desciption of the situation






33. 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






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






35. Attempt to minimize both organizational weaknesses and external threats






36. Original research






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






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






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






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






41. The media are subordinate to the state - which controls the press and restricts coverage. Example: Iraq under Hussein






42. 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






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






44. Conducted over a long period of time






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






46. 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 -






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






48. Conducted to measure one single point in time






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






50. AP (Associated Press) and The United Press International