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. 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 -






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






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






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






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






6. MOR






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






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






9. 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






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






11. 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






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






13. A concise desciption of the situation






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






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






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






17. Conducted over a long period of time






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






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






20. 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?






21. 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






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






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






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






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






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






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






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






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






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






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






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






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






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






35. Policies - procedures - and actions related to the problem






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






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






38. 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






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






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






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






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






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






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






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






46. Whether or not your reached your goals






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






48. 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?






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






50. Conducted to measure one single point in time