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






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






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






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






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






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






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






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






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






10. Attempt to minimize both organizational weaknesses and external threats






11. Number of people exposed to your program messages






12. 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?






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






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






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






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






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






18. 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






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






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






21. What percentage of crises are unexpected?






22. 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






23. 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






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






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






27. Conducted over a long period of time






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






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

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






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






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






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






34. What percent of media relations is Preparation?






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






36. A concise desciption of the situation






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






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






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






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






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






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






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






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






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






46. Research that has already been conducted






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






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






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






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







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Can you answer 50 questions in 15 minutes?


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