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






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






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






4. Whether or not your reached your goals






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






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






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






8. 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)






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






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






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






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






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






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






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






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






17. MOR






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






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






20. 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






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






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






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






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






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






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






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






28. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals






29. People who recognize that they are involved but have not communicated it






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






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






32. What percent of media relations is Preparation?






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






34. Research that has already been conducted






35. Conducted to measure one single point in time






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






37. 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






38. Their level of involvement is very low - they dont have any impact in the org. and vice versa






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






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






41. What financially supports cable television?






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. 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?






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






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






46. People who are unaware of their connections with others due to an issue






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






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






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






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






Can you answer 50 questions in 15 minutes?



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