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






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






3. 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






4. What percentage of crises are unexpected?






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






6. 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






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






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






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






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






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






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






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






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






15. MBO emphasizes goals and objectives






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






17. MOR






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






19. Conducted over a long period of time






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






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






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






23. 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






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






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






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






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






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






29. 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?






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






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






32. Know the cost of what you propose - base budget on goals and objectives - use a spreadsheet to manage costs






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






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






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






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

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37. 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






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






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






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






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






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






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






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






45. 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






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






47. Conducted to measure one single point in time






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






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






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