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






2. Attempt to minimize both organizational weaknesses and external threats






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






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






5. 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?






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






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

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8. 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






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






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






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






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






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






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






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






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






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






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






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






20. 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?






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






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






23. Conducted over a long period of time






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






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






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






27. 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)






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






29. 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 -






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






31. 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)






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






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






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






35. 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






36. Give focus/direction - provide guidance/motivation - spell out the outcome criteria to be evaluated






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






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






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






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






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






42. What percentage of crises are unexpected?






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






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






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






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






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






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






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






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