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






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






3. 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






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






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






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






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






8. 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 -






9. 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)






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

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11. Research that has already been conducted






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






13. 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






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






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






16. Denial - Excuse - Justfication - Corrective Action - Apology (but with no change of action)






17. What percentage of crises are unexpected?






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






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






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






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






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






23. 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?






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






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






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






27. 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)






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






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






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






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






32. Attempt to minimize both organizational weaknesses and external threats






33. 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?






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






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






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






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






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






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






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






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






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






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






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






45. Integrated program with definite plans towards goals - increased management participation - emphasis thats positive - not defensive - and careful deliberation when making choices






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






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






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






49. 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






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