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






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






4. ualitative and Quantitative research






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






6. Define your objectives/mission - Define audience/what motivated them - Define metrics/critera to use - Compare yourself with the competition - Pick your measurement tool - Analyze results and make this a regular occurence






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






8. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






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






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






16. Number of people exposed to your program messages






17. 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






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






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






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






21. MOR






22. Whether or not your reached your goals






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






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






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






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






27. What percent of media relations is Preparation?






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






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






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






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






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






33. Knowledge outcome - Predisposition (Opinion/attitude) outcome - and behavioral outcome






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






35. A concise desciption of the situation






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






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






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






39. Conducted to measure one single point in time






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






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






42. 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






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






44. Strengths (internal) Weaknesses (Internal) Opportunities (external) and Threats (external)






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

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46. Original research






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






48. 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?






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






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