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






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






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






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






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






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






7. 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?






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






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






10. 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 -






11. What percentage of crises are unexpected?






12. MOR






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






14. When a company uses AVE's to save money and look more credible






15. 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






16. 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)






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






18. What financially supports cable television?






19. Reuters (based in London)

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






21. A concise desciption of the situation






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






23. Original research






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






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






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






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






28. ualitative and Quantitative research






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






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






31. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






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






38. Conducted over a long period of time






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






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






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






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






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






44. They save time/money - they don't have a bias - it is convenient BUT they have no control over who responds - low responses - may not be an accurate sample population






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






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






47. Policies - procedures - and actions related to the problem






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






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






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