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






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






3. MBO emphasizes goals and objectives






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






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






6. They read to enhance their self-image and status with others






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






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






9. Number of people exposed to your program messages






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






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






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






13. Best for counting - predicting and analyzing. Methods include content analysis and survey research






14. Geographics - Demographics - Lifestyle/Pyshcological - Covert Power - Position - Reputation - Membership - Role in decsions - Communication behavior






15. What percent of media relations is Preparation?






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






17. MOR






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






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






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






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






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






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






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






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






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






27. Conducted over a long period of time






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






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






31. What percentage of crises are unexpected?






32. The process of receiving - constructing meaning from - and responding to messages - Effective PR starts with this






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






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. AP (Associated Press) and The United Press International






36. 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






37. 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)






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






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






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






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






43. ualitative and Quantitative research






44. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






50. 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