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. AP (Associated Press) and The United Press International






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






4. Original research






5. Attempt to minimize both organizational weaknesses and external threats






6. 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?






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






8. What percent of media relations is Preparation?






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






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






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






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






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






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






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






16. What financially supports cable television?






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






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






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






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






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






22. ualitative and Quantitative research






23. Whether or not your reached your goals






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






25. Policies - procedures - and actions related to the problem






26. 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)






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






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






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






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






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






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






33. 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






34. 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)






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






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






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






38. 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?






39. Research that has already been conducted






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






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






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






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






44. Reuters (based in London)

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






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






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






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






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






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