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






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






3. MBO emphasizes goals and objectives






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






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






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






7. 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?






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






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






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






11. What percentage of crises are unexpected?






12. Reuters (based in London)


13. 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






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






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






16. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






21. 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






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






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






24. Research that has already been conducted






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






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






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






28. Original research






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






30. ualitative and Quantitative research






31. 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






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






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






34. 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






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






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






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






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






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






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






41. 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






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






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






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






45. A concise desciption of the situation






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






47. 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 -






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






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






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