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






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






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






4. 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






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






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






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






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






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






10. Whether or not your reached your goals






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






12. 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)






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






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






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






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






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






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






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






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






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






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






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






24. Reuters (based in London)

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






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






27. Number of people exposed to your program messages






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






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






30. Attempt to minimize both organizational weaknesses and external threats






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






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






33. Yellow = current crises - Green = emerging crises - Brown = old crises






34. A concise desciption of the situation






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






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






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






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






39. Media is relatively free - as long as it supports national goals and heads toward development Example: India






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






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






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






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






44. Research that has already been conducted






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






46. 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






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






48. What percentage of crises are unexpected?






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






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