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






2. Attempt to minimize both organizational weaknesses and external threats






3. What percent of media relations is Preparation?






4. 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






5. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down






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






7. What percentage of crises are unexpected?






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


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






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






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






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






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






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






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






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






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






18. Conducted over a long period of time






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






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






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






22. 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






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






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






25. 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






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






27. What financially supports cable television?






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






29. 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?






30. People who are unaware of their connections with others due to an issue






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






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






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






34. ualitative and Quantitative research






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






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






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






38. Number of people exposed to your program messages






39. Research that has already been conducted






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






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






42. Shoot squarely (be honest) - Give Service (give them what they want) - Do not beg for a story - Do not ask for 'kills' (suppressing a story) - Do not Flood the media (stick to what is news only)






43. A concise desciption of the situation






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






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






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






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






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






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






50. 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