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. 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






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






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






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






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






6. In-person surveys - telephone surveys - self-administered surveys - mailed surveys






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






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






9. 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






10. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






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






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






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






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






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






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






22. What financially supports cable television?






23. 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






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






25. Reuters (based in London)

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






27. 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?






28. Media that tried to push against restrictions made by the State. Examples: undercover websites in China that get shut down






29. Research that has already been conducted






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






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






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






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






34. 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)






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






36. Number of people exposed to your program messages






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






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






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






40. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics






41. What percentage of crises are unexpected?






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






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






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






46. Attempt to minimize organizational weaknesses by taking advantages of external opportunities






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






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






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






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