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






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






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






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






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






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






7. Conducted to measure one single point in time






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






9. 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)






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






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






12. Research that has already been conducted






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






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






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






16. 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






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






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






19. 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






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






21. It ensures that the message will be transmitted immediately to a wide spread audience - very influential






22. Conducted over a long period of time






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






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






25. A concise desciption of the situation






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






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






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






29. Immediate - like natural disasters or death - Emerging - like sexual harrassment or crime - and Sustained - rumors or down-sizing - scandals






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






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






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






33. Whether or not your reached your goals






34. Reuters (based in London)

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






36. 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?






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






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






39. 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






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






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






42. What percent of media relations is Preparation?






43. Number of people exposed to your program messages






44. 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






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

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






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






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






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






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