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






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






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






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






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






6. A concise desciption of the situation






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






8. Whether or not your reached your goals






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






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






11. ualitative and Quantitative research






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






13. PR now tells an org how to say - what to say and...






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






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






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






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






18. What percentage of crises are unexpected?






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






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






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






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






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






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






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






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






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






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






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






30. Start with 'To' then use an accomplishment verb - Specify a key outcome to be achieved - State the outcome in quantitative terms - Set a target date for acheiving - Put it in writing and refer to it often






31. 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






32. 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






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






34. MOR






35. 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)






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






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






38. 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?






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






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






41. What financially supports cable television?






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






43. A collection of all that is known about the situation






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






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






46. What percent of media relations is Preparation?






47. Attempt to minimize both organizational weaknesses and external threats






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






49. MBO emphasizes goals and objectives






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







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Can you answer 50 questions in 15 minutes?


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