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






2. 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)






3. ualitative and Quantitative research






4. Research that has already been conducted






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






6. What financially supports cable television?






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






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






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


10. 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 -






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






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






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






14. 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)






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






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






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






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






19. Number of people exposed to your program messages






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






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






22. 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






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






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






25. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations






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






27. Their level of involvement is very low - they dont have any impact in the org. and vice versa






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






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






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






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






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






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






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






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






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






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






38. MOR






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






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






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






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






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






44. Conducted over a long period of time






45. What percent of media relations is Preparation?






46. Reuters (based in London)


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






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






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






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