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. Research that has already been conducted






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






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






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






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






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






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






8. Use present tense - describe situation in measurable terms - do not imply solution or blame for problem - Step 1: Define the Problem. What question do we ask? What is happening now?






9. Attempt to minimize both organizational weaknesses and external threats






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






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






12. 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






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






14. Uses printed word - spoken word - pictures in motion - color - animation - and sound effects...the most powerful medium






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






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






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






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






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






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






21. What percentage of crises are unexpected?






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






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






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






25. 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






26. A concise desciption of the situation






27. 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






28. MOR






29. Original research






30. 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






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






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






33. Whether or not your reached your goals






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






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






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






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






38. 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






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






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






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






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






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






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






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






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






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






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






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






50. Whose job is it to educate and train executives to deal with the press?