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






2. 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?






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






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






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






6. What percentage of crises are 'smoldering?' (building over time)






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






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

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






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






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






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






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






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






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






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






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






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






19. 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






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






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






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






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






24. MOR






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






26. ualitative and Quantitative research






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






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






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






30. A concise desciption of the situation






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






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






34. 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






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






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






37. 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






38. 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






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






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






41. Reuters (based in London)

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






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






44. 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






45. 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?






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






47. Conducted over a long period of time






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






49. Audience reach - Placement - Prominence - Share of Voice - Message Analysis - Visuals






50. 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)







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Can you answer 50 questions in 15 minutes?


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