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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. Build on org strengths to counter threats in external environments






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






3. 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 -






4. What financially supports cable television?






5. They read newspapers to receive advice and guidance for forming and validating an opinion






6. Attempt to minimize both organizational weaknesses and external threats






7. Conducted over a long period of time






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






9. 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






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






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






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






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






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






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






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






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






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






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






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






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






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






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






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






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






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






29. 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)






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






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






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






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






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






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






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






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






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






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






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






41. Original research






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






43. Number of people exposed to your program messages






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






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






46. 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?






47. What percentage of crises are unexpected?






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






49. A concise desciption of the situation






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






Can you answer 50 questions in 15 minutes?



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