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






2. Attempt to minimize both organizational weaknesses and external threats






3. 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






4. A concise desciption of the situation






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






6. You have a say in what is said - how it is said - when it is said and to some extent to whom it is said






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






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






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






10. Talk from the viewpoint of the publics interest - make the news easy to read - do not make a comment you don't want quoted - state the most important facts at the start - do not argue or lose your cool - you may rephrase a question you do not like -






11. MOR






12. Number of people exposed to your program messages






13. ualitative and Quantitative research






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






15. 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






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






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






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






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






20. 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






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






22. Predicting or establishing a desired future goal state - determining what forces will help or hinder movement toward te goal - and formulating a plan for achieving the desired state






23. Research that has already been conducted






24. Original research






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






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






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






28. 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






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






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






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






32. Conducted to measure one single point in time






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






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






35. Whether or not your reached your goals






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






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






38. 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?






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






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

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






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






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






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






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






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






47. 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)






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






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






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







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