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






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






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






4. Whether or not your reached your goals






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






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






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






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






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






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

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






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






13. 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






14. MBO emphasizes goals and objectives






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






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






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






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






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






20. Conducted over a long period of time






21. They read newspapers to receive advice and guidance for forming and validating an opinion






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






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






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






25. Predicting or establishing a desired future goal state - determining what forces will help or hinder movement toward te goal - and formulating a plan for achieving the desired state






26. 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






27. Reuters (based in London)

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






29. 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






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






31. 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






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






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






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






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






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






37. A concise desciption of the situation






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






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






40. Attempt to minimize both organizational weaknesses and external threats






41. ualitative and Quantitative research






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






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






44. They read to get information they think will be useful in daily living






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






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






47. 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)






48. In-person surveys - telephone surveys - self-administered surveys - mailed surveys






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






50. 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 -