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






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






3. It ensures that the message will be transmitted immediately to a wide spread audience - very influential






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






5. What percent of media relations is Preparation?






6. 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






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






8. Number of people exposed to your program messages






9. Evening TV news - major network news - local newspaper






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






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






12. What financially supports cable television?






13. What percentage of crises are unexpected?






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






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






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






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






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






19. Product recall - fatal accidents - natural disasters - sexual harrassment






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






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






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






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






24. 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 -






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






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






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






28. MBO emphasizes goals and objectives






29. 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?






30. Conducted over a long period of time






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






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






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






34. Shoot squarely (be honest) - Give Service (give them what they want) - Do not beg for a story - Do not ask for 'kills' (suppressing a story) - Do not Flood the media (stick to what is news only)






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






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






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






38. MOR






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






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






41. 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?






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






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






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






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






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






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






48. 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)






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






50. Best for counting - predicting and analyzing. Methods include content analysis and survey research