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. Conducted to measure one single point in time






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






3. 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






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






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






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






7. Attempt to minimize both organizational weaknesses and external threats






8. ualitative and Quantitative research






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






10. Conducted over a long period of time






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






12. 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)






13. Treating an abstraction as if it exists as a concrete material entity






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






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






16. What percent of media relations is Preparation?






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






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






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






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






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






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






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






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






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






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






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. Their level of involvement is very low - they dont have any impact in the org. and vice versa






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






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






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






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






33. Original research






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






35. Number of people exposed to your program messages






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






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






38. MBO emphasizes goals and objectives






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






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






41. Whether or not your reached your goals






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






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






44. 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)






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






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






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






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






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






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