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






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






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






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






5. 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






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






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






8. Secondary analysis - content analysis (whats in the media) and surveys

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






10. 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






11. 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)






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






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






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






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






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






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






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






19. 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






20. Conducted over a long period of time






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






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






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






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






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






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






27. 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 -






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






29. 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






30. A concise desciption of the situation






31. 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?






32. What percentage of crises are unexpected?






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






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






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






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






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






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






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






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






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






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






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






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






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






46. Conducted to measure one single point in time






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






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






49. Research that has already been conducted






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







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Can you answer 50 questions in 15 minutes?


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