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. Attempt to minimize both organizational weaknesses and external threats






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






3. A concise desciption of the situation






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. Policies - procedures - and actions related to the problem






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






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






8. 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






9. 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)






10. 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






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






12. 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






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






14. Conducted over a long period of time






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






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






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






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






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






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






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






22. MOR






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






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






25. Research that has already been conducted






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






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






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

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29. Number of people exposed to your program messages






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






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






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






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






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






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






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






38. 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)






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






40. 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)






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






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






43. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it






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






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






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






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






48. 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?






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






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