Deck 9: Public Relations: Building Relationships With Strategic Communications

Question 1

Advertising and public relations (PR) are linked by an emphasis on __________.

A) entertainment
B) agenda setting
C) direct effects
D) persuasion

Answer 1

D

Question 2

Public relations material is not purchased content but rather __________.

A) behavioral targeting
B) press agentry
C) earned media
D) interpersonal communication

Answer 2

C

Question 3

Selena is in the early stages of a PR campaign to increase positive awareness of a start-up bakery called Gluten-Free Goodies (GFG). To demonstrate the effectiveness of her efforts at the next meeting with GFG executives, she can point to the number of __________.

A) GFG bakeries that have opened across the country
B) GFG problems she has covered up from the public
C) GFG employees who have expressed satisfaction with their jobs in work surveys
D) news outlets that have published or aired material based on information she has promoted about GFG

Answer 3

D

Question 4

The theory of __________ claims that most people act first and then rationalize their behavior second to make their actions consistent with self-perceived notions of who they are.

A) rhetoric
B) cognitive dissonance
C) sophism
D) behavioral analysis

Question 5

Delivering notices of layoffs via email rather than face to face involves a failure to identify __________.

A) the correct media channel
B) evolving preferences in the digital era
C) a persuasive technique that appears natural
D) the correct rhetorical appeal

Question 6

"Can this message be crafted in such a way that encourages people to send the message to others in their social network?" is a question that would be asked in which activity?

A) Interpretive reporting
B) Strategic communications
C) Product placement
D) Quantitative research

Question 7

Which ancient Greek philosopher identified three modes of persuasion that are still discussed today?

A) Socrates
B) Plato
C) Aristotle
D) Democritus

Question 8

Factual arguments and supporting evidence are elements of an appeal to __________.

A) nomos
B) ethos
C) pathos
D) logos

Question 9

The first PR person on the board of a major public corporation, __________, was the vice president of public relations for AT&T from 1927 to 1946 and also helped create ethical guidelines for public relations.

A) Ivy Ledbetter Lee
B) Edward L. Bernays
C) Doris E. Fleischman
D) Arthur W. Page

Question 10

The study of persuasive communication can be traced back to the ancient Greeks and their examination of __________.

A) sophistry
B) Daoism
C) rhetoric
D) semiotics

Question 11

When Justin begins his campaign speech for president of student council by stressing how many of his classmates turn to him for honest and helpful advice, he is making an appeal to __________.

A) pathos
B) ethos
C) logos
D) nomos

Question 12

The desk arrangement in your classroom can be studied as which pillar of rhetoric?

A) Text
B) Author
C) Audience
D) Decorum

Question 13

Which company is known for its remarkably successful PR response to negative publicity generated by a tragic event?

A) Facebook
B) BP Oil
C) Tylenol
D) The Red Cross

Question 14

Which Greek school of philosophy identified persuasion, with little regard for the truth, as the primary purpose of rhetoric?

A) Skepticism
B) Sophism
C) Cynicism
D) Hedonism

Question 15

Even in a constantly changing media landscape, what remains the most important factor in successful persuasion?

A) Writing a clear thesis
B) Knowing how to use social media
C) Understanding the audience
D) Understanding the text

Question 16

What were the other two main areas of classical learning in addition to rhetoric?

A) Public speaking and reasoning
B) Logic and grammar
C) Bantering and debating
D) Critical thinking and semantics

Question 17

What does ELM stand for?

A) Elocution Length Measurement
B) Elaboration Length Measurement
C) Elocution Likelihood Model
D) Elaboration Likelihood Model

Question 18

What are the two main routes of persuasion in the ELM called?

A) Central and peripheral
B) Aortic and arterial
C) Primary and tertiary
D) Major and minor

Question 19

Research has shown that people are more likely to believe a news story they received from a __________ than from a __________.

A) social media platform; family member
B) family member; social media platform
C) friend; media organization
D) media organization; friend

Question 20

Making sure that the public sees their clients in the most advantageous light is the goal of __________.

A) agenda setting
B) reputation management
C) astroturfing
D) behavioral targeting

Question 21

Who pays media organizations to place content?

A) Advertisers
B) Philanthropists
C) PR professionals
D) Bloggers

Question 22

The overall image of a company that a PR firm hopes to create is related to which element of the rhetorical triangle?

A) Text
B) Author
C) Audience
D) Tone

Question 23

Our level of interest in a persuasive message and our general knowledge of the topic are factors that would be considered in which theoretical model?

A) Agenda setting
B) Direct effects
C) FCC
D) ELM

Question 24

According to the ELM, we respond to __________ cues when film star Samuel L. Jackson sings "Let's Stay Together" on a Capital One credit card commercial.

A) status
B) heuristic
C) musical
D) semiotic

Question 25

Who was considered the father of modern public relations?

A) Edward L. Bernays
B) P. T. Barnum
C) Ivy LedBetter Lee
D) Daniel Edelman

Question 26

__________ involves all channels of communication about a company or brand working together to create a cohesive message.

A) Swarming
B) Multimodality
C) Integrated communications
D) Cultural transmission

Question 27

PR professionals attempt to persuade important __________ that information about their client is sufficiently newsworthy to be published or broadcast.

A) CEOs
B) advertisers
C) gatekeepers
D) auteurs

Question 28

Edward L. Bernays used to say that propaganda was better than __________.

A) spin
B) transparency
C) honesty
D) impropaganda

Question 29

In the early twentieth century, public relations first became recognized as a separate category when it was distinguished from __________.

A) advertising
B) journalism
C) press agentry
D) agenda setting

Question 30

Which theoretical model views public relations as a system of managing relationships among organizations, individuals, and their many publics?

A) Agenda setting
B) Direct effects
C) Two-way symmetric
D) Media grammar

Question 31

Dr. Davis studies the measurable effects of violent video games on gamers' behavior. This research belongs to which theoretical model of mass communication?

A) User interface
B) Two-way symmetric
C) Cognitive dissonance
D) Direct effects

Question 32

Given the prominence and influence of social media, all that may be needed to promote a product in today's digital age is a well-placed __________.

A) news leak
B) blog
C) pitch
D) smart mob

Question 33

Which is the largest independent PR firm in the United States?

A) Edelman
B) W20 Group
C) APCO
D) Finn Partners

Question 34

A former journalist, __________ was considered the first true practitioner of modern public relations, whose innovations include press conferences and newsreels.

A) James E. Grunig
B) Arthur W. Page
C) Edward Bernays
D) Ivy Ledbetter Lee

Question 35

Which model places a premium on the ethical practice of public relations?

A) Integrated strategy
B) Core practice
C) Direct effects
D) Two-way symmetric

Question 36

__________ is creating new job opportunities in PR firms as well as in large companies with internal marketing or PR departments.

A) Political turmoil
B) Social media
C) The not-for-profit sector
D) The democratization of media

Question 37

Unlike __________, persuasion often involves people freely persuading themselves.

A) coercion
B) rhetoric
C) media bias
D) muckraking

Question 38

The mental route in which we thoroughly examine all aspects of a persuasive message and carefully consider our options before deciding is called __________.

A) peripheral processing
B) central processing
C) cognitive dissonance
D) encoding

Question 39

What was a central practice of press agentry?

A) Recruiting new advertisers for newspapers
B) Representing journalists in their contract negotiations
C) Creating public service announcements
D) Getting publicity in the press for a client

Question 40

Press conferences, protests, parades, and even award ceremonies are all __________, arguably forms of manipulation on which the media have become dependent.

A) puffery
B) greenwashing
C) astroturfing
D) pseudo-events

Question 41

Who was the famous uncle of Edward L. Bernays?

A) Sigmund Freud
B) J. Edgar Hoover
C) Charlie Chaplin
D) Theodore Roosevelt

Question 42

Who was an early master of press agentry that helped this practice flourish?

A) Edward L Bernays
B) John D. Rockefeller
C) P. T. Barnum
D) Ivy Ledbetter Lee

Question 43

Although public relations professionals engage in a wide range of activities, they typically devote most of their time to __________.

A) company executives
B) the media
C) company employees
D) company shareholders

Question 44

Which of the following is a resource for the efficient targeting of expert sources?

A) ProfNet
B) Publicis Groupe
C) Omnicom
D) Porter Novelli

Question 45

Which of the following assertions about careers in PR is correct?

A) The not-for-profit sector does not generally hire PR professionals because of financial constraints.
B) The salaries in journalism are generally better than in strategic communications.
C) Not-for-profit foundations, charities, and research institutes need the skills of strategic communications just as much as for-profit companies, if not more so.
D) The trends in media production and consumption tend to favor journalism over strategic communications.

Question 46

As much as __________ percent of news content in even the nation's best newspapers is in some way influenced by pseudo-events.

A) 45
B) 55
C) 65
D) 75

Question 47

In the __________ age, PR practitioners, unconcerned with brand strategy or other aspects of advertising, dealt primarily with media relations.

A) information
B) marketing
C) golden
D) analog

Question 48

Which of the following is a major change that has occurred in the practice of PR?

A) Formerly typed, then mailed, stories are now primarily emailed or posted directly to the Web.
B) Press releases have been eliminated in favor of social media postings.
C) Reporters no longer cover press conferences in person; they stream them instead.
D) Citizen journalists are competing with PR professionals to produce content for companies.

Question 49

Gun control advocates who stress the horrific pain and loss experienced by victims of gun violence and their families are making an appeal to __________.

A) nomos
B) logos
C) ethos
D) pathos

Question 50

In the earliest forms of PR during much of the nineteenth century, communication was largely __________, from the public relations agent through the media to the audience.

A) symmetric
B) asymmetric
C) objective
D) subjective

Question 51

Identify the primary goal of strategic communications, and provide three examples.

Question 52

Describe how journalists feel about public relations.

Question 53

Who was Doris E. Fleischman and what was she known for?

Question 54

What are revenues based on in public relations?

Question 55

Explain what lessons advertising and PR companies have learned from each other?

Question 56

What is the aim of strategic communications, and what makes this task challenging?

Question 57

Describe the three modes of persuasion set forth in the ancient Greek text On Rhetoric.

Question 58

Most scientific theories of persuasion are based on certain assumptions. Describe three such assumptions.

Question 59

Explain why Johnson & Johnson's handling of the infamous Tylenol tampering case in 1982 remains one of the best examples of crisis communications in the two-way symmetric model.

Question 60

Describe the three main areas that structure and organize PR firms.