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. The key for public relations is that the new technology promotes what?






2. Attempt to minimize both organizational weaknesses and external threats






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






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






5. What percent of media relations is Preparation?






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






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






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






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






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






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






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


14. 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?






15. 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)






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






17. 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






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






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






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






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






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






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






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






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






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






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






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






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






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






31. A concise desciption of the situation






32. 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






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






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






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






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






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






38. Use present tense - describe situation in measurable terms - do not imply solution or blame for problem - Step 1: Define the Problem. What question do we ask? What is happening now?






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






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






41. 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)






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






43. Whether or not your reached your goals






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






45. 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






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






47. 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






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






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






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