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. Attempt to minimize both organizational weaknesses and external threats






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






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






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






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






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






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






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






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






10. Conducted to measure one single point in time






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






12. Whether or not your reached your goals






13. What percent of media relations is Preparation?






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






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






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






17. 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






18. What percentage of crises are unexpected?






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






20. Problem statement - purpose statement - audience analysis - recommendation plans - time frame - projected costs - and evaluation design






21. With uncontrolled media these people control if it is reported/what - when how - etc?






22. 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)






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






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






26. MOR






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






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






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






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






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






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






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






34. Original research






35. Detection - Prevention/Preparation - Containment - Recovery - Learning






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






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






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






39. What financially supports cable television?






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






41. News media are free to report on whatever they wish - as long as they balance it with social responsibility Example: America






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






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






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






45. Start with 'To' then use an accomplishment verb - Specify a key outcome to be achieved - State the outcome in quantitative terms - Set a target date for acheiving - Put it in writing and refer to it often






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






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






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






49. Reuters (based in London)


50. 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?