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






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






3. Original research






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






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






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






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






8. A concise desciption of the situation






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






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






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






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






13. MOR






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






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






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






17. 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






18. 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






19. Conducted to measure one single point in time






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






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






22. 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)






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






24. What financially supports cable television?






25. 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)






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






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






28. Attempt to minimize both organizational weaknesses and external threats






29. Number of people who attend to messages and attend events--measured by Readership - listenership - and viewership






30. What percent of media relations is Preparation?






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






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






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






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






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






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






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






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






39. 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






40. 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)






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






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






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






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






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






46. Research that has already been conducted






47. Whether or not your reached your goals






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






49. MBO emphasizes goals and objectives






50. 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