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






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






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






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






5. 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






6. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome






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






8. Whether or not your reached your goals






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






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






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






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






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






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






15. Research that has already been conducted






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






17. 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)






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






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






20. It ensures that the message will be transmitted immediately to a wide spread audience - very influential






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






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






23. Reuters (based in London)


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






25. 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






26. What percentage of crises are unexpected?






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






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






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






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






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






32. Conducted over a long period of time






33. Conducted to measure one single point in time






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






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






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






37. 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






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






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






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






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






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






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






44. What financially supports cable television?






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






46. 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






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






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


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






50. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design