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






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






3. Whether or not your reached your goals






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






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






6. 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






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






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






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






10. 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)






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






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






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






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






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






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






18. 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)






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






20. 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






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






22. Attempt to minimize both organizational weaknesses and external threats






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






24. Media over which you have no direct role in decisions about media content






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






26. MOR






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






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






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






30. 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






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






32. A concise desciption of the situation






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






34. 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?






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






36. Original research






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






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






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






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






41. 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?






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






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






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






45. 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






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






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






48. Conducted over a long period of time






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






50. ualitative and Quantitative research