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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. ualitative and Quantitative research






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






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






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






5. What percentage of crises are unexpected?






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






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






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






9. 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






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






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






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






13. Best for counting - predicting and analyzing. Methods include content analysis and survey research






14. 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






15. MBO emphasizes goals and objectives






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






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






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






19. Information must be newsworthy - It must be up to the standards of that media - Must be a timely report of the issue - Must be the right definition of news (you would need to research that company/organization)






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






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

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






23. 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






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






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






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






27. Research that has already been conducted






28. 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?






29. Original research






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






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






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






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






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






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






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






37. Their level of involvement is very low - they dont have any impact in the org. and vice versa






38. 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






39. Identify thinsg that can go wrong and become highly visible - assign priorities - draft questions answers and solutions - focus on what do to and what to say - and develop a strategy to contain and counteract (not react and respond)






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






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






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






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






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






45. What percent of media relations is Preparation?






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






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






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. A collection of all that is known about the situation






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






Can you answer 50 questions in 15 minutes?



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