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






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






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






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






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






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






7. 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






8. 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






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






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






11. Original research






12. 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?






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






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






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






16. Number of people exposed to your program messages






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






18. 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)






19. 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






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






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






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






23. People who recognize that they are involved but have not communicated it






24. 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






25. A concise desciption of the situation






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






27. 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






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






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






30. Personal contacts - Key informants - community forums - advisory boards - monitor social media






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






32. ualitative and Quantitative research






33. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






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






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






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






42. 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 -






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






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






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






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






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






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






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

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