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






2. 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)






3. 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






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






5. What percent of media relations is Preparation?






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






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






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






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






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






11. 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






12. 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?






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






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






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






16. 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






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






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






19. What financially supports cable television?






20. 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






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






22. Talk from the viewpoint of the publics interest - make the news easy to read - do not make a comment you don't want quoted - state the most important facts at the start - do not argue or lose your cool - you may rephrase a question you do not like -






23. 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)






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






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






26. 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






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






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






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






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






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






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






33. MBO emphasizes goals and objectives






34. Number of people exposed to your program messages






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






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






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






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






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






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






41. 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






42. Whether or not your reached your goals






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






44. Conducted over a long period of time






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






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






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






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






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






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