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






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






3. 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)






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






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






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






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






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






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






10. What percentage of crises are 'smoldering?' (building over time)






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






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






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






14. ualitative and Quantitative research






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






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






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






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






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






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






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






22. What percent of media relations is Preparation?






23. Conducted over a long period of time






24. 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






25. What financially supports cable television?






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






27. 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?






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






29. Reach older demographics - opinion leaders tend to read the newspaper - impressive breadth in audience - has a large impact on public issues






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






31. Research that has already been conducted






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






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






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






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






36. Original research






37. 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?






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






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






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






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






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






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






44. 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






45. Reuters (based in London)

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






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






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






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






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