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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. Conducted to measure one single point in time






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






3. 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






4. 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






5. A concise desciption of the situation






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






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






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






9. Detection - Prevention/Preparation - Containment - Recovery - Learning






10. Libraries - databases - Internet - Publications - websites - etcs.






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






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






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






14. MOR






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






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






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






18. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)






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






20. Whether or not your reached your goals






21. Number of people exposed to your program messages






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






23. Research that has already been conducted






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






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






26. 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?






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






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






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






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






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






32. ualitative and Quantitative research






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






34. What financially supports cable television?






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

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






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






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






39. 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)






40. What percentage of crises are unexpected?






41. 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






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






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






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






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






46. 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)






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






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






49. Reuters (based in London)

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







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Can you answer 50 questions in 15 minutes?


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