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. Information must be newsworthy - It must be up to the standards of that media - Must be a timely report of the issue - Must be the right definition of news (you would need to research that company/organization)






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






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






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






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






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






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






9. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America






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






11. ualitative and Quantitative research






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






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






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






15. Information shared with journalists who are not to share it on a wide scale until given permission






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






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






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






19. Original research






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






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






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






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






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






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






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






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






29. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






36. What percent of media relations is Preparation?






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






38. 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?






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






40. 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






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






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






43. Whether or not your reached your goals






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






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






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






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






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






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






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