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

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






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






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






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






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






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






8. 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






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






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






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






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






13. Reuters (based in London)

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






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






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






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






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






19. 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






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






21. MOR






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






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






24. AP (Associated Press) and The United Press International






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






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






27. Research that has already been conducted






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






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






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






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






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






33. 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)






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






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






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






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






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






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






40. 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






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






42. 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)






43. Original research






44. Attempt to minimize both organizational weaknesses and external threats






45. ualitative and Quantitative research






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






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






48. Personal contacts - Key informants - community forums - advisory boards - monitor social media






49. 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?






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