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






2. What percentage of crises are unexpected?






3. ualitative and Quantitative research






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






5. Diary - meter - people-meter - and telephone interview






6. Conducted over a long period of time






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






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






9. Research that has already been conducted






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






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






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






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






14. What questions do we ask? What is involved/affected? What positive and negative forces are operating?






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






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






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






18. 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)






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






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






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






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






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






24. 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






25. 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






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






27. Original research






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






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






30. What percent of media relations is Preparation?






31. Number of people exposed to your program messages






32. 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?






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






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






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






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






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






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






39. What financially supports cable television?






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






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






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






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






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






45. Reuters (based in London)


46. RACE AND ROPE Research - Action - Communication - Evaluation AND Research - Objectives - Programming - Evaluation






47. A concise desciption of the situation






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






49. 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






50. Whether or not your reached your goals