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






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






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






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






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






6. A concise desciption of the situation






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






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






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. Conducted to measure one single point in time






11. 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)






12. 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






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






14. 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






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






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






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






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






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






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






21. MBO emphasizes goals and objectives






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






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






24. MOR






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






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






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






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






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






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






31. 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






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






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






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






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






36. What percent of media relations is Preparation?






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






38. Policies - procedures - and actions related to the problem






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






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






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






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






43. Reuters (based in London)

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






45. ualitative and Quantitative research






46. 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?






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






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






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






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