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. 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






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






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






4. 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






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






6. Conducted over a long period of time






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






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






9. Number of people exposed to your program messages






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






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






12. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices






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






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






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






16. Reuters (based in London)

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17. What percent of media relations is Preparation?






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






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






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






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






22. What financially supports cable television?






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






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






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






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






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






28. 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






29. ualitative and Quantitative research






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






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






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






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






34. 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)






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






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






37. 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)






38. Attempt to minimize both organizational weaknesses and external threats






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






40. Conducted to measure one single point in time






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






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






43. 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)






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






45. 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






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






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






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






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






50. 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