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






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






3. 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






4. What percent of media relations is Preparation?






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






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






7. 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






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






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






10. 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?






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






12. Research that has already been conducted






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






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






15. 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)






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






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






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






19. 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






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






21. Number of people exposed to your program messages






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






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






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






25. 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






26. Original research






27. ualitative and Quantitative research






28. Whether or not your reached your goals






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






30. Reuters (based in London)

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






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






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






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






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






36. Use present tense - describe situation in measurable terms - do not imply solution or blame for problem - Step 1: Define the Problem. What question do we ask? What is happening now?






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






38. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






43. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better






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






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






46. Personal contacts - Key informants - community forums - advisory boards - monitor social media






47. Conducted over a long period of time






48. _____ has the advantage of interactive conversation with its publics - and it has a personal appeal becuase it is the spoken word






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






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