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






2. A concise desciption of the situation






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






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






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






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






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






8. 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






9. 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






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






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






12. 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






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






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






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






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






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






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






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






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






21. Conducted to measure one single point in time






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






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






24. Whether or not your reached your goals






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






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






27. 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






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






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






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






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






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






33. 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 -






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






35. 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?






36. 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






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






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






39. What percent of media relations is Preparation?






40. Number of people exposed to your program messages






41. 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)






42. Research that has already been conducted






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






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






45. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising






46. 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






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






48. Reuters (based in London)

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






50. 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