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






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






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






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






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






6. Whether or not your reached your goals






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






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






9. 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






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






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






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






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






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






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






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






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






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






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






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






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






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






23. 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)






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






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






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






27. ualitative and Quantitative research






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






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






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






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






32. Reuters (based in London)


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






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






35. They read for varied reasons that don't belong in any other category






36. Research that has already been conducted






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






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






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






40. 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






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






42. Specific activties that relate to strategies - have direct action - result from strategies






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






44. What's going on here and why? Methods include in depth interviewing - focus groups - ethnogrpahy






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






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






47. 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)






48. MBO emphasizes goals and objectives






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






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