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






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






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






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






5. MOR






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






7. What financially supports cable television?






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






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






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






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






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






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






14. Number of people exposed to your program messages






15. Predicting or establishing a desired future goal state - determining what forces will help or hinder movement toward te goal - and formulating a plan for achieving the desired state






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






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. MBO emphasizes goals and objectives






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






20. ualitative and Quantitative research






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






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






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






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






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






26. Attempt to minimize both organizational weaknesses and external threats






27. Timeliness - Impact - Proximity - Unusualness - Conflict/Controversy (TIPUC)






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






29. Reuters (based in London)

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






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






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






33. 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






34. 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






35. 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 -






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






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






38. 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?






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






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






41. 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)






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






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






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






45. What percent of media relations is Preparation?






46. A concise desciption of the situation






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






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






49. 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






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