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






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






3. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium






4. ualitative and Quantitative research






5. Attempt to minimize both organizational weaknesses and external threats






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






7. 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






8. Research that has already been conducted






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






10. 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






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






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






13. They read for varied reasons that don't belong in any other category






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






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






16. 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)






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






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






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






20. MBO emphasizes goals and objectives






21. Original research






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






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






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






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






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






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






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






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






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






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






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






33. Whether or not your reached your goals






34. 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






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






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






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






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






39. What percent of media relations is Preparation?






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






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






42. Conducted over a long period of time






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






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


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






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






47. 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






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






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






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