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






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






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






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






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






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






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






8. A concise desciption of the situation






9. They read to get information they think will be useful in daily living






10. 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)






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






12. 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






13. 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






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






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






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






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






18. What percent of media relations is Preparation?






19. 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






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






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






22. Reuters (based in London)

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






24. 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






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






26. What percentage of crises are unexpected?






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






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






29. MBO emphasizes goals and objectives






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






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






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






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






34. Product recall - fatal accidents - natural disasters - sexual harrassment






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






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






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






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






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






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






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






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






43. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this






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






45. Whether or not your reached your goals






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






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






48. 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)






49. Research that has already been conducted






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