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






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






3. 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?






4. 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






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






6. 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)






7. What percent of media relations is Preparation?






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






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






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






11. Attempt to minimize both organizational weaknesses and external threats






12. 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)






13. 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






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






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






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






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






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






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






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






21. 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 -






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






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






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






25. Original research






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






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






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






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






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






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






32. 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






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






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






35. ualitative and Quantitative research






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






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






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






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






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






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






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






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






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






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






46. 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






47. Conducted to measure one single point in time






48. Conducted over a long period of time






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






50. Number of people exposed to your program messages