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






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






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






4. MBO emphasizes goals and objectives






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






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






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






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






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






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






11. 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






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






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






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






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






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






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






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






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






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






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






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






23. What percent of media relations is Preparation?






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






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






26. 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?






27. 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






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






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






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






31. A concise desciption of the situation






32. Conducted over a long period of time






33. Number of people exposed to your program messages






34. 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






35. Yellow = current crises - Green = emerging crises - Brown = old crises






36. 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






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






38. MOR






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






40. 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






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






42. Attempt to minimize both organizational weaknesses and external threats






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






44. 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






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






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






47. 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)






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






49. What percentage of crises are unexpected?






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