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






2. Reuters (based in London)

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3. ualitative and Quantitative research






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






5. Whether or not your reached your goals






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






7. 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)






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






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






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






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






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






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






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






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






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






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






18. Number of people exposed to your program messages






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






20. What percentage of crises are unexpected?






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






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






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






24. People who recognize that they are involved but have not communicated it






25. MOR






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






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






28. Research that has already been conducted






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






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






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






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






33. Conducted over a long period of time






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






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






36. 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






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






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






39. 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 -






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






41. A concise desciption of the situation






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






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






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






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






46. Original research






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






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






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






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