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. 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






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






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






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






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






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






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






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






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






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






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






12. Conducted to measure one single point in time






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






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






15. What percentage of crises are unexpected?






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






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






18. 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






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






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






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






22. Start with 'To' then use an accomplishment verb - Specify a key outcome to be achieved - State the outcome in quantitative terms - Set a target date for acheiving - Put it in writing and refer to it often






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






24. 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?






25. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






31. MBO emphasizes goals and objectives






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






33. 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?






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






35. What financially supports cable television?






36. 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






37. Whether or not your reached your goals






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






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






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






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






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






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






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






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






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






47. 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 -






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






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






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