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






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






3. Original research






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






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






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






7. 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






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






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






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






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






12. What percentage of crises are unexpected?






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






14. Research that has already been conducted






15. 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)






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






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






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






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






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






21. Conducted to measure one single point in time






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






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






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






25. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals






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






27. 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?






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






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






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






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






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






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






34. 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






35. Number of people exposed to your program messages






36. MBO emphasizes goals and objectives






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






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. People who recognize that they are involved but have not communicated it






40. ualitative and Quantitative research






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






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






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






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






45. What percent of media relations is Preparation?






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






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






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






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






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