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. 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






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






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






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






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






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






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






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






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






10. ualitative and Quantitative research






11. 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






12. 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)






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






14. Reuters (based in London)

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15. What percentage of crises are unexpected?






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






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






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






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






20. Conducted to measure one single point in time






21. 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)






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






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






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






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






26. A concise desciption of the situation






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






28. On-going evaluation in-progress during the program-- 'How are we doing?'






29. MBO emphasizes goals and objectives






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






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






32. Attempt to minimize both organizational weaknesses and external threats






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






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






35. What financially supports cable television?






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






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






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






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






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






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






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






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






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






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






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






47. What percent of media relations is Preparation?






48. 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






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






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