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






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






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






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






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






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






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






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






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






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






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






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






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






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






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






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






17. MOR






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






19. Research that has already been conducted






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






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






22. What percent of media relations is Preparation?






23. 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






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






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






26. 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?






27. What percentage of crises are unexpected?






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






29. 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






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






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






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






33. Reuters (based in London)

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






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






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






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






38. Conducted over a long period of time






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






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






41. 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 -






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






43. A concise desciption of the situation






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






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






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






47. Number of people exposed to your program messages






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






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






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

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