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






2. Number of people exposed to your program messages






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






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






5. 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)






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






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






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






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






10. Conducted over a long period of time






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






12. A concise desciption of the situation






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






14. 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






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






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






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






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






20. 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?






21. 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






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






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






24. Original research






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






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






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






28. MOR






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






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






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






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






33. 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






34. 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






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






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






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






38. Whether or not your reached your goals






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






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






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






42. 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






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






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






45. Media is relatively free - as long as it supports national goals and heads toward development Example: India






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






47. Reuters (based in London)

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






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






50. MBO emphasizes goals and objectives