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






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






3. 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?






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






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






6. 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)






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






8. 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






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






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






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






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






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






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






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






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






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






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






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






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






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






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






23. Number of people exposed to your program messages






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






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






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






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






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






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






31. 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)






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






33. What financially supports cable television?






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






35. Whether or not your reached your goals






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






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






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






39. 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






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






41. 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






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






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






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






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






46. 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






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






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






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