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






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






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






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






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






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






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






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






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






10. Whether or not your reached your goals






11. 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






12. 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






13. What financially supports cable television?






14. Original research






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






16. 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?






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






18. 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 -






19. 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)






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






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






22. 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






23. What percent of media relations is Preparation?






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






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






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






27. 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?






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






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






30. Research that has already been conducted






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






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






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






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






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






36. 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)






37. MBO emphasizes goals and objectives






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






39. Reuters (based in London)

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






41. 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






42. 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






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






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






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






46. What percentage of crises are unexpected?






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

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






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






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







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Can you answer 50 questions in 15 minutes?


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