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






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






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






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






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






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






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






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






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






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






11. 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?






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






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






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






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






16. 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?






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






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






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






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






21. Original research






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






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






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






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






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






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






28. Number of people exposed to your program messages






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






30. 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)






31. 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






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






33. MOR






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






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






36. They make decisions to either minimize negative forces or maximize positive forces - that is always their focus






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






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






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






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






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






42. ualitative and Quantitative research






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






44. Conducted to measure one single point in time






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






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






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






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






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






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