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. 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?






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






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






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






5. 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






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






7. Build on org strengths to counter threats in external environments






8. Original research






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






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






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






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






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






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






15. 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






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






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






18. ualitative and Quantitative research






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






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






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






22. Whether or not your reached your goals






23. 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






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






25. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome






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






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






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






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






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






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






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






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






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






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






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






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






38. Conducted over a long period of time






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






40. Attempt to minimize both organizational weaknesses and external threats






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






42. What percentage of crises are unexpected?






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






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






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


46. 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)






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






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






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