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. 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?






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






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






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






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






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






7. 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?






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






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






10. Reuters (based in London)


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






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






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






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






15. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






20. Research that has already been conducted






21. 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)






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






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






24. With uncontrolled media these people control if it is reported/what - when how - etc?






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






26. 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






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






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






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






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






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






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






33. 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






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






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






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






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






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






39. What percent of media relations is Preparation?






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






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






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






43. 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






44. 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






45. 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)






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






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






48. 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






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






50. 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