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






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






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






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






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






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






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






8. Best for counting - predicting and analyzing. Methods include content analysis and survey research






9. 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






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






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






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






13. 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?






14. MOR






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






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






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






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






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






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






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






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






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






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






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






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






27. 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






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






29. 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






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






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






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






33. What financially supports cable television?






34. Reuters (based in London)


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






36. Whose job is it to educate and train executives to deal with the press?






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






38. Talk from the viewpoint of the publics interest - make the news easy to read - do not make a comment you don't want quoted - state the most important facts at the start - do not argue or lose your cool - you may rephrase a question you do not like -






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






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






41. 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






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






43. Research that has already been conducted






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






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






46. 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






47. Whether or not your reached your goals






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






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






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