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. Attempt to minimize organizational weaknesses by taking advantages of external opportunities






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






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






4. Attempt to minimize both organizational weaknesses and external threats






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






6. Conducted over a long period of time






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






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






9. 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 -






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






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






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






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






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






15. Research that has already been conducted






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






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






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






19. Number of people exposed to your program messages






20. What percentage of crises are unexpected?






21. Conducted to measure one single point in time






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






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






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






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






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






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






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






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






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






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






33. 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?






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






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






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






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






39. Information shared with journalists who are not to share it on a wide scale until given permission






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






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






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






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






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






46. Whether or not your reached your goals






47. Secondary analysis - content analysis (whats in the media) and surveys


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






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






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