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






3. Number of people exposed to your program messages






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






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






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






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






8. 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?






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






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






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






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






13. A concise desciption of the situation






14. Research that has already been conducted






15. 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






16. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






22. 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)






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






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






25. Original research






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






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






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






29. What financially supports cable television?






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






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






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






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






34. 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






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






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






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






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






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






40. 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






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






42. Information must be newsworthy - It must be up to the standards of that media - Must be a timely report of the issue - Must be the right definition of news (you would need to research that company/organization)






43. Conducted over a long period of time






44. Conducted to measure one single point in time






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






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






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






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






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






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