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






2. What percentage of crises are unexpected?






3. 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?






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






5. Research that has already been conducted






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






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






8. 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






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






10. 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)






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






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






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






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






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

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






17. 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






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






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






20. Reuters (based in London)

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






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






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






24. Information shared with journalists who are not to share it on a wide scale until given permission






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






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






27. A concise desciption of the situation






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






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






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






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






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






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






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






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






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






37. What percent of media relations is Preparation?






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






39. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better






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






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






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






43. Whether or not your reached your goals






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






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






46. 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)






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






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






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






50. 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