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






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






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






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






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






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






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






8. A concise desciption of the situation






9. Conducted to measure one single point in time






10. 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






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






12. What percentage of crises are unexpected?






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






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






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






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

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






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






19. Original research






20. History of the situation - study of who is involved/affected/gathering information about stakeholders






21. 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)






22. Conducted over a long period of time






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






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






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






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






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






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






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






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






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






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






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






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






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






36. 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






37. 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






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






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






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






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






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






43. What financially supports cable television?






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






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






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






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






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






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