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






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






3. 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






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






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






6. 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






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






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






9. Number of people exposed to your program messages






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






11. 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)






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






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






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






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






16. A concise desciption of the situation






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






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






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






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






21. Conducted to measure one single point in time






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






23. 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






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






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






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






27. Research that has already been conducted






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






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






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






31. Attempt to minimize both organizational weaknesses and external threats






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






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

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34. Conducted over a long period of time






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






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






37. 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






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






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






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






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






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






43. 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)






44. ualitative and Quantitative research






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






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






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






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






49. 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?






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