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






2. 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 -






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






4. 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






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






6. Practitioners speak in terms of publicity - but media wants...?






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






8. Research that has already been conducted






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






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






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






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






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






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






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






16. Original research






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

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






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






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






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






22. Evaluation done after the program has finished-- 'how did we do?'






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






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






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






26. 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?






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






28. 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)






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






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






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






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






33. What financially supports cable television?






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






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






36. What percentage of crises are unexpected?






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






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






39. What percent of media relations is Preparation?






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






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






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






43. Whether or not your reached your goals






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






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






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






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






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






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






50. Diary - meter - people-meter - and telephone interview