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

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2. 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)






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






4. It ensures that the message will be transmitted immediately to a wide spread audience - very influential






5. Conducted over a long period of time






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






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






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






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






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






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






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






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






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






15. Whether or not your reached your goals






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






17. Original research






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






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






20. 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






21. 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?






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






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






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






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






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






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






28. An information line during a crisis - has 2 parts: one that deals directly with the public - one that obtains the information - and needs to be credible before crisis






29. A concise desciption of the situation






30. What percentage of crises are unexpected?






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






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






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






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






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






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






37. Research that has already been conducted






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






39. 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






40. What financially supports cable television?






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






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






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






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






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






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






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






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






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






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






Can you answer 50 questions in 15 minutes?



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