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






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






3. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better






4. Number of people exposed to your program messages






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






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






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






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






9. Original research






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






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






12. Conducted over a long period of time






13. 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






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






15. 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)






16. A concise desciption of the situation






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






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






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






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






21. What percentage of crises are unexpected?






22. Whether or not your reached your goals






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






24. 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






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






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






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






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






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






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






31. 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?






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






33. 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?






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






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






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






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






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






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






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






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






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






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


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






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






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






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






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






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






50. 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