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






2. What percent of media relations is Preparation?






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






4. 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?






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






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






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






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






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






10. A concise desciption of the situation






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






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






13. 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






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






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






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






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






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






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






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






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






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






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






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






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






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






27. 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)






28. History of the situation - study of who is involved/affected/gathering information about stakeholders






29. 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)






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






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






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






33. Talk from the viewpoint of the publics interest - make the news easy to read - do not make a comment you don't want quoted - state the most important facts at the start - do not argue or lose your cool - you may rephrase a question you do not like -






34. 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






35. Attempt to minimize both organizational weaknesses and external threats






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






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






38. Original research






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






40. 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






41. 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






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






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






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






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






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






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






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






49. Attempt to minimize organizational weaknesses by taking advantages of external opportunities






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