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. MOR






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






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






4. Reuters (based in London)

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

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






7. 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)






8. Number of people exposed to your program messages






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






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






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






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






13. ualitative and Quantitative research






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






15. MBO emphasizes goals and objectives






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






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






18. Evaluation done after the program has finished-- 'how did we do?'






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






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






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






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






23. What percentage of crises are unexpected?






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






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






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






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






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






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






30. 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






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






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






33. 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 -






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






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






36. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






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






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






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






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






46. 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)






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






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






49. 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?






50. What financially supports cable television?