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. 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






2. 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






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






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






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






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






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






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






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






10. Conducted to measure one single point in time






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






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






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






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






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






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

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






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






19. 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)






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






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






22. MOR






23. What financially supports cable television?






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






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






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






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






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






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






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






31. What percentage of crises are unexpected?






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






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






34. 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)






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






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






37. 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)






38. Making decisions about program goals and objectives - identifying key publics - setting policies or rules to guide selection of strategies - and determining those strategies






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






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






41. Whether or not your reached your goals






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






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






44. What percent of media relations is Preparation?






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






46. Original research






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






48. Research that has already been conducted






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






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