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. MOR






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






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






4. ualitative and Quantitative research






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






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






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






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






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






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






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






12. Research that has already been conducted






13. 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






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






15. Talk from the viewpoint of the publics interest - make the news easy to read - do not make a comment you don't want quoted - state the most important facts at the start - do not argue or lose your cool - you may rephrase a question you do not like -






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






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






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






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






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






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






22. How much money/time did it take to reach those goals






23. 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?






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






25. 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






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






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






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






29. 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)






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






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






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






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






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






35. Conducted over a long period of time






36. Number of people exposed to your program messages






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






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






39. Policies - procedures - and actions related to the problem






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






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






42. Product recall - fatal accidents - natural disasters - sexual harrassment






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






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


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






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






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






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






49. 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)






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