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






2. What percent of media relations is Preparation?






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






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






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






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






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






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






9. 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?






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






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






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






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






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






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






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






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






18. 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






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






20. Whether or not your reached your goals






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






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






23. A concise desciption of the situation






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






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






26. MOR






27. Number of people exposed to your program messages






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






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






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






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






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






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






35. ualitative and Quantitative research






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






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






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






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






40. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






45. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America






46. 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?






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






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






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






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