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






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






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






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






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






6. Reuters (based in London)

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






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






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






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






11. Build on organizational strengths to take advantage of opportunities in the external environment






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






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






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






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






16. MBO emphasizes goals and objectives






17. They read to enhance their self-image and status with others






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






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






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






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






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






23. 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)






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






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






26. Shoot squarely (be honest) - Give Service (give them what they want) - Do not beg for a story - Do not ask for 'kills' (suppressing a story) - Do not Flood the media (stick to what is news only)






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






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






29. Research that has already been conducted






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






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






32. Attempt to minimize both organizational weaknesses and external threats






33. 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?






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






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






36. A concise desciption of the situation






37. 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






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






39. ualitative and Quantitative research






40. 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






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






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






43. 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






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






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






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






47. What financially supports cable television?






48. What percentage of crises are unexpected?






49. 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






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