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






2. A concise desciption of the situation






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






4. 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






5. 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)






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






7. Conducted to measure one single point in time






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






9. 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)






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






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






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






13. MOR






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






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






16. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation






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






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






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






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






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






22. 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






23. What percentage of crises are unexpected?






24. 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






25. 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)






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






27. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






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






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






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






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






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






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






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






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






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






42. 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 -






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






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






45. What financially supports cable television?






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






47. 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






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






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






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