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






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






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






4. 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






5. 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)






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






7. 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






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






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






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






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






12. What percent of media relations is Preparation?






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






14. 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?






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






16. MOR






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






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






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






20. 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






21. What financially supports cable television?






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






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






24. 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)






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






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






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






28. What percentage of crises are unexpected?






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






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






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






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






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






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






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






36. With uncontrolled media these people control if it is reported/what - when how - etc?






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






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






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






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






41. Number of people exposed to your program messages






42. A concise desciption of the situation






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






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






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






46. Whether or not your reached your goals






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






48. Information must be newsworthy - It must be up to the standards of that media - Must be a timely report of the issue - Must be the right definition of news (you would need to research that company/organization)






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

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50. Starts with someone making a value judgement that something is wrong - could be wrong - or could be better