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






2. What financially supports cable television?






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






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






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






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






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






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






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






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






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






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






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






14. Reuters (based in London)

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15. Attempt to minimize both organizational weaknesses and external threats






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






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






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






19. 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






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






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






22. 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)






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






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






25. 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






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






27. What percent of media relations is Preparation?






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






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






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






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






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






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






34. 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






35. MOR






36. Conducted to measure one single point in time






37. 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?






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






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






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






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






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






43. Hesitation - Obfuscation - Retaliation - Being Ambiguous - To be Pompous - Confrontation - and Litigations






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






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






46. 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






47. Research that has already been conducted






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






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






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







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Can you answer 50 questions in 15 minutes?


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