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. AP (Associated Press) and The United Press International






2. 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






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






4. Original research






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






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

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






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






9. MOR






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






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






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






13. Attempt to minimize both organizational weaknesses and external threats






14. What percent of media relations is Preparation?






15. 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






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






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






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






19. Get to know the reporters and editors - understand the constraints under which they operate - and build trust with them--every interaction counts






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






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. Conducted over a long period of time






23. ualitative and Quantitative research






24. Number of people exposed to your program messages






25. What financially supports cable television?






26. A concise desciption of the situation






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






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






29. What aspect of PR undergirds every step of the process?






30. MBO emphasizes goals and objectives






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






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






33. 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?






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






35. 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)






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






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






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






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






40. Conducted to measure one single point in time






41. Reuters (based in London)

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42. What percentage of crises are unexpected?






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






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






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






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






47. 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






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






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






50. 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