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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. Reuters (based in London)

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2. 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 -






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






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






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






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






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






8. Conducted to measure one single point in time






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






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






11. Original research






12. Number of people exposed to your program messages






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






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






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






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






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






18. 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






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






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






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






22. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






27. ualitative and Quantitative research






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






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






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






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






32. 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






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






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






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






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






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






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






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






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






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






42. What percentage of crises are unexpected?






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

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






45. They read because they see it as a source of enjoyment and a habit






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






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






48. A concise desciption of the situation






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






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







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Can you answer 50 questions in 15 minutes?


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