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






2. A concise desciption of the situation






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






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






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






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






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






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






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






10. 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






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






12. MOR






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






14. ualitative and Quantitative research






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






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






17. 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






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






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






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






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






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






23. Whether or not your reached your goals






24. 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 -






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






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






27. 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






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






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






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






31. What financially supports cable television?






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






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






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






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






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






37. What percentage of crises are unexpected?






38. Research that has already been conducted






39. 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






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






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






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






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






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






45. 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?






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






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






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






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






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