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






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






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






4. Calculates how much money an org would have to pay to secure the same amount of space/time in the media as paid advertising






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






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






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






8. Reuters (based in London)

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






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






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






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






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






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






15. 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






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






17. Whether or not your reached your goals






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






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






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






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






22. 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?






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






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






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






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






27. 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






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






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






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






31. Original research






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






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






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






35. ualitative and Quantitative research






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






37. 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






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






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






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






41. The State controls the media and requires it to promote only what they think Example: Media in China and Cuba






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






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






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






45. What percent of media relations is Preparation?






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






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






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






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






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