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






2. MOR






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






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






5. Number of people exposed to your program messages






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






7. MBO emphasizes goals and objectives






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






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






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






11. 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






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

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






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






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






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






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






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






19. 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)






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






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






22. Whether or not your reached your goals






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






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






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






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






27. 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






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






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






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






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






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






33. Conducted to measure one single point in time






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






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






36. What percent of media relations is Preparation?






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






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






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






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






41. 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






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






43. A concise desciption of the situation






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






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






46. Conducted over a long period of time






47. AP (Associated Press) and The United Press International






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






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






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







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Can you answer 50 questions in 15 minutes?


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