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






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






3. Attempt to minimize both organizational weaknesses and external threats






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






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






6. Original research






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






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






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






10. Conducted to measure one single point in time






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






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






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






14. Documentation of an organizations efforts for the purpose of understanding how it communicates with its publics






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






16. Information shared with journalists who are not to share it on a wide scale until given permission






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

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18. MBO emphasizes goals and objectives






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






20. 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






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






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






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






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






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






26. Any announcement that promotes programs and services of the government and voluntary agencies--no payment is made to the station for broadcasting it






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






28. 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






29. 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?






30. Number of people exposed to your program messages






31. Conducted over a long period of time






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






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






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






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






36. Whether or not your reached your goals






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






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






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






40. What percentage of crises are unexpected?






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






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






43. 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






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






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






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






47. A concise desciption of the situation






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






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






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