Question 1

Edward Bernays thought that in the hands of the right experts, leaders, and PR counselors, public opinion could be shaped and public support directed.

Accepted Answer

This statement accurately reflects Edward Bernays' belief in the power of public relations and propaganda to shape public opinion and influence public behavior.

Question 2

Historian Daniel Boorstin considered the press conference a classic example of a pseudo-event.

Accepted Answer

Daniel Boorstin considered press conferences to be staged events, purposely created by organizations to gain media attention and manipulate public opinion. He argued that these events were not a true reflection of reality, but rather a manufactured version of it. Therefore, he considered them to be examples of pseudo-events.

Question 3

Ivy Ledbetter Lee and Edward Bernays believed that public opinion was rational and difficult to influence.

Accepted Answer

Ivy Ledbetter Lee and Edward Bernays believed that public opinion was not rational and could be easily influenced through the use of propaganda and different techniques of persuasion.

Question 4

Women currently outnumber men by more than three to one in the public relations profession.

Accepted Answer

According to a 2020 survey by the Public Relations Society of America, women currently make up 81% of the public relations profession.

Question 5

Deadheading was the practice of giving reporters free rail passes with the tacit understanding that they would write glowing reports about rail travel.

Accepted Answer

Deadheading was indeed the practice of giving reporters free rail passes with the expectation that they would write positive reviews about rail travel.

Question 6

Edward Bernays believed that obtaining people's consent was not an essential ingredient of a successful public relations campaign.

Accepted Answer

The answer of Edward Bernays believed that obtaining people's consent...

Question 7

Ivy Ledbetter Lee used PR techniques to defuse public anger over Standard Oil's response to the Ludlow coal strike of 1914.

Accepted Answer

Ivy Ledbetter Lee is credited with revolutionizing the field of public relations and was hired by the Rockefeller family to handle public relations for Standard Oil. In the aftermath of the Ludlow coal strike of 1914, Lee worked to create a more positive image for the company and defuse public anger over their response to the strike. He emphasized the company's concern for worker safety and implemented policies to improve working conditions.

Question 8

Unlike print journalists who use press releases extensively, television journalists rarely use VNRs (video news releases).

Accepted Answer

Television journalists do use VNRs, although they often face ethical dilemmas surrounding their use.

Question 9

Most of the largest public relations firms in America are owned by or affiliated with multinational companies.

Accepted Answer

This is true. Many of the largest public relations firms in America, such as Burson-Marsteller, Edelman, and Weber Shandwick, are either owned by or affiliated with multinational companies.

Question 10

The first public relations practitioners were theatrical press agents who staged stunts to get newspaper coverage for their clients.

Accepted Answer

This is true. The first public relations practitioners were known as "press agents" and were primarily involved in promoting theatrical productions and performers. They relied on stunts, hype, and highly exaggerated news stories to generate publicity for their clients.

Question 11

Ivy Ledbetter Lee, one of the founders of public relations and often dubbed "Poison Ivy," actually believed that honesty and directness were better than deception in public relations.

Accepted Answer

Ivy Ledbetter Lee believed in honesty and directness in public relations, contrary to her nickname "Poison Ivy" which implies deceit and manipulation.

Question 12

Publicity is information a person, company, or institution pays to have published or broadcast in the news media.

Accepted Answer

Publicity is not paid for, but is earned through the media's interest in a person, company, or institution. Paid placement in the news media is called advertising.

Question 13

In 1929, Edward Bernays convinced women that smoking Colombian cigars was a symbol of their independence from men.

Accepted Answer

Edward Bernays actually convinced women that smoking cigarettes was a symbol of their independence from men.

Question 14

Public relations is largely a male profession, with relatively few women practitioners.

Accepted Answer

This statement is false. According to the Bureau of Labor Statistics, as of 2020, 72.5% of public relations specialists in the United States are women.

Question 15

The most common type of public relations is done in-house by individual companies and organizations.

Accepted Answer

In-house public relations is the most common type of PR, with companies and organizations hiring their own PR staff to handle their communications and branding efforts. However, some companies may also outsource their PR needs to external agencies or consultants.

Question 16

P. T. Barnum used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for his clients, his American Museum, and his circus.

Accepted Answer

This statement is true. P. T. Barnum was known for his use of sensationalism and hype to draw attention to his attractions, often employing unethical or deceptive tactics to do so.

Question 17

While P. T. Barnum felt that all publicity was good publicity, Edward Bernays viewed all public relations as propaganda and therefore unethical.

Accepted Answer

Edward Bernays, known as the "father of public relations," did not view all public relations as unethical propaganda. He believed in using PR to shape public opinion and saw it as a legitimate tool for communication and persuasion.

Question 18

In the 1880s, railroads rarely used bribery to get favorable news coverage.

Accepted Answer

In the 1880s, railroads commonly used bribery to get favorable news coverage.

Question 19

Focus groups are almost never used in public relations research.

Accepted Answer

Focus groups are frequently used in public relations research to gather insights and opinions from a small group of people. They can be especially useful for understanding public perception of a brand or issue.

Question 20

Radio and television stations have been less willing to air public service announcements since the deregulation of broadcasting in the 1980s.

Accepted Answer

The deregulation of broadcasting in the 1980s removed some of the requirements for stations to air public service announcements, which has led to stations being less willing to air them.

Quiz 12: Public Relations and Framing the Message