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






2. 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)






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






4. Predicting or establishing a desired future goal state - determining what forces will help or hinder movement toward te goal - and formulating a plan for achieving the desired state






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






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






7. What percentage of crises are unexpected?






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






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






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






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






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






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






14. A concise desciption of the situation






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






16. What percentage of a PR campaign SHOULD be used for research??






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






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






19. 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






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






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






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






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






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






25. 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?






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






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






28. Reuters (based in London)

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29. 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






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






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






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






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






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






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






36. Number of people exposed to your program messages






37. What percent of media relations is Preparation?






38. 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






39. 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)






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






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






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






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






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






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






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






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






48. Original research






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






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