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 to enhance their self-image and status with others






2. MBO emphasizes goals and objectives






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






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






5. Attempt to minimize both organizational weaknesses and external threats






6. Treating an abstraction as if it exists as a concrete material entity






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






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






9. 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






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






11. 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)






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






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






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






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






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






17. What percentage of crises are unexpected?






18. People who are unaware of their connections with others due to an issue






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






20. Conducted over a long period of time






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






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






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






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






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






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






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






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






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






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






31. A concise desciption of the situation






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






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






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






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






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






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






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






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






40. What percent of media relations is Preparation?






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






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






43. 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)






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






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






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






47. ualitative and Quantitative research






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






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

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