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. 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






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






3. 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?






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






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






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






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






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






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






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






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






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






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






14. 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)






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






16. MBO emphasizes goals and objectives






17. 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)






18. Conducted over a long period of time






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






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






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






22. 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)






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






24. 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 -






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

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






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






28. What financially supports cable television?






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






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






31. Reuters (based in London)

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32. The key for public relations is that the new technology promotes what?






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






34. What percent of media relations is Preparation?






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






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






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






38. 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






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






40. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






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






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






48. 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






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






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