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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. Research that has already been conducted






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






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






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






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






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






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






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






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






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






12. What financially supports cable television?






13. MBO emphasizes goals and objectives






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






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






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






17. Personal contacts - Key informants - community forums - advisory boards - monitor social media






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






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






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






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






22. What percent of media relations is Preparation?






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






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






25. A concise desciption of the situation






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






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






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






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






30. 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






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






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






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






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






35. Number of people exposed to your program messages






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






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






38. 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






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






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






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






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






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






44. MOR






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






46. Reuters (based in London)

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47. 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?






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






49. Policies - procedures - and actions related to the problem






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







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Can you answer 50 questions in 15 minutes?


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