Deck 2: Historical Contexts and Todays Practices

Question 1

Reviewing the four models of public relations, one can safely state that ______.

A) message strategy has emerged as the most important factor
B) they share a set of timeless universal themes
C) key 20th century figures in public relations have used all of them
D) they provide excellent examples of ethical conduct

Answer 1

B

Question 2

The press agentry and publicity model of public relations focuses on ______, while the public information model is more concerned with ______.

A) maximum attention; the audience
B) deflection; two-way communication
C) balanced conversation; special events
D) special events; collaboration

Answer 2

A

Question 3

Imagine you are putting together a public relations campaign for a new phone app aimed at millennial consumers. You want open communication and audience feedback. At the same time, the campaign must be persuasive. In this case, you would apply the ______ model.

A) press agentry and publicity
B) two-way symmetrical
C) public information
D) two-way asymmetrical

Answer 3

D

Question 4

Comparing the press agentry and publicity model of public relations to the other three, which of the following is true?

A) It focuses on audience and access to information.
B) It relies heavily upon paid advertising.
C) It is considered to represent the lowest ethical standards.
D) It is mostly based on books written by P.T. Barnum.

Question 5

The public information model of public relations represents a ______ communication of messages, providing ______ information to audiences.

A) one-way; truthful
B) two-way; sponsored
C) three-way; marketing
D) four-way; objective

Question 6

What is one of the most significant PR tools to emerge from the public information model of public relations?

A) the integrated marketing plan
B) the press release
C) social media platforms
D) the video news release

Question 7

One concern with the two-way asymmetrical communication model is that ______.

A) it relies too heavily on paid and owned media
B) it does not allow for feedback from the public
C) key stakeholders may be left out of the process
D) it may be manipulated for the benefit of a client

Question 8

Edward Bernays is considered the "father of public relations" largely because he ______.

A) advocated for the promotion of special events
B) understood the importance of "the engineering of consent"
C) placed the interest of the client above the interest of the public
D) developed the "press agentry" model of public relations

Question 9

You are marketing kayaks for a major outdoor gear manufacturer. Your campaign focuses on the rugged dependability of the brand and how this watercraft can take you to new heights of enjoyment and adventure. You are attempting to ______.

A) engage the consumer on a deeper lever through a brand connection
B) manipulate the consumer in an unethical manner through imagery
C) promote your product using strategic communications techniques
D) divert the consumer away from key factors in their purchase decision

Question 10

While the two-way asymmetrical communication model is based upon ______, the two-way symmetrical communication model is focused more on ______.

A) advertising; public relations
B) fear appeals; love appeals
C) manipulation; negotiation
D) earned media; owned media

Question 11

Considering the four major models of public relations, it is evident that ______.

A) they are timeless, and will nearly always apply to any campaign
B) the two-way asymmetrical model is preferred by most professionals
C) public relations leaders invented them to benefit the public
D) the time has come for a new, more enlightened approach

Question 12

Which model of public relations do the "Page Principles" rely upon in their approach?

A) two-way symmetrical communication
B) press agentry and publicity
C) two-way asymmetrical communication
D) public information

Question 13

Which qualities have earned Arthur Page the title of "father of the modern-day practice of corporate public relations?"

A) his ability to make positive PR drive the bottom line
B) his sense of ethical and responsible corporate behavior
C) his foresight in creating integrated marketing communications
D) his fame as the father of Betsy Plank, a successful CEO

Question 14

Which contemporary public relations figure is best known for research into trust in the public relations field?

A) Barri Rafferty
B) Harold Burson
C) Rex Harlow
D) Richard Edelman

Question 15

Imagine that your public relations agency assigns you to create a campaign to promote a new video game series. For your strategy, you decide to concentrate on reaching out to gaming writers in the media and staging interactive events in major cities to engage gamers. You are employing the ______ model.

A) strategic communications
B) public information
C) press agentry and publicity
D) "winner takes all"

Question 16

You work as a staff member for the public relations department in a major hospital. Administrators task you with developing a campaign to educate employees on the dangers of the Coronavirus and ways to avoid it. You opt for an approach that gets the word out through social media, employee newsletters, and health fairs. You are employing the ______ model.

A) strategic communications
B) public information
C) press agentry and publicity
D) "winner takes all"

Question 17

"The Gary Vee and K-Swiss Campaign: A Successful Partnership" case is described as an example of the asymmetrical communication model. How do you know this is true?

A) The campaign utilized endorsements, social media, and audience engagement.
B) Gary Vaynerchuck released the same product information to everyone at once.
C) K-Swiss shoes were tested by athletes against other top brands such as Nike.
D) K-Swiss officials employed media relations and special events to build brand awareness.

Question 18

Studying PR ______ enables us to look at what has been done before and where our field is going.

A) theory
B) skills
C) crises
D) practices

Question 19

You are writing an annual report for a pharmaceutical client, working with a colleague who has a strong background in English. When you suggest edits to the introduction, she remarks, "Stay in your lane!" Why could this be a troubling comment?

A) You know she is not as skilled at writing as you are.
B) It is hurtful to co-workers and hurts office morale.
C) It could diminish your significance as a PR practitioner.
D) She is insulting your skills as a professional writer.

Question 20

You and a coworker are enjoying dinner with an old college friend. When the discussion turns to the work you do as PR professionals, she says, "You're the guys who mostly write press releases, publicize things, and work with media, right?" Your friend's perception of public relations reflects ______.

A) an insulting attitude toward your true value as a PR professional
B) the latest knowledge and skills learned by students in PR programs
C) a misperception of what PR professionals actually do each day
D) the tasks that PR professionals most dislike doing

Question 21

The Theory of Planned Behavior and the Theory of Reasoned Action are primarily concerned with trying to predict people's ______ and ______.

A) attitudes; social influences
B) aggression; primary drivers
C) media habits; retention
D) buying habits; purchasing patterns

Question 22

Which of the following is a career challenge you are likely to face when conducting research?

A) client pressure to skew findings
B) little recognition of its value
C) growing use of social metrics
D) the need to question traditional models

Question 23

Many PR experts believe that of all the professions, public relations is mostly closely linked to social media. What is their reasoning?

A) PR professionals helped invent social media 20 years ago.
B) Advertising professionals are more interested in paid media channels.
C) PR professionals know how to use it for conversation and relationship building.
D) The marketing of ideas is very different from the marketing of products.

Question 24

At times, self-appointed gatekeepers from the PR practice may wish to filter out ideas that are new to them; what is the possible result?

A) They might hinder new ideas and perspectives.
B) They could protect the profession from incompatible approaches.
C) They might be rewarded for defending the profession.
D) They could effectively ward off influences from competing professions.

Question 25

Theories are useful to public relations practitioners primarily because they ______.

A) form the basis of gut-level hunches we can use to form campaigns
B) help us understand how or why something works the way it does
C) allow us to skip the research phase of a campaign and move into tactics
D) form ideas that will be superior to those in advertising or marketing

Question 26

Sigmund Freud is considered to be the "father of public relations."

Question 27

The four models of public relations share message strategy as a universal theme.

Question 28

Press agents in the 19th century were considered to be PR professionals.

Question 29

Edward Bernays' "Torches of Freedom" campaign was designed to celebrate the invention of the light bulb.

Question 30

Attempting to manipulate the public in ways they may not understand is inherently unethical.

Question 31

The two-way symmetrical communication model creates a more level playing field between the public relations practitioner and his/her audiences.

Question 32

Arthur W. Page's "Page Principles" are a good example of the two-way symmetrical model of public relations.

Question 33

Although changes are constantly occurring in society, PR leaders do not have to change because their profession is built upon timeless principles.

Question 34

Although the press agentry and publicity model of public relations was most prominent in the 20th century, it continues to be practiced successfully today.

Question 35

The Southwest Airlines crisis case demonstrates that in extreme cases, a direct response does not work well.

Question 36

Public relations is a profession and a practice, but it also involves research and theory.

Question 37

New areas of PR specialization have not significantly impact the basic research principles underlying the field.

Question 38

It is safe to say that social media has impacted public relations more than almost any other phenomenon.

Question 39

Analyze the main areas of focus for each of the four models of public relations.

Question 40

You are the public relations coordinator for a major cruise ship line. This season, you are forced to cancel most scheduled and current cruises due a major foodborne illness outbreak. Many passengers booked and paid for their trips up to a year ago. Others are in the middle of their cruises and are being forced to return early. Tensions are running high and your team is fielding hundreds of calls from disgruntled guests. You want to create an outreach campaign that enables a conversation with your guests in which they can voice their concerns and be heard. Choose one of the four public relations models and apply it to this situation. How might you use its various elements here?

Question 41

Choose a major public relations crisis recently reported in the media. Apply Arthur W. Page's "Page Principles" to show how you would solve the crisis.

Question 42

Analyze the response of Southwest Airlines in "The Southwest Airlines Crisis: A Direct Response Works" case. Categorize its key components and identify the actions that contributed to the company's success.

Question 43

Since graduating from college, you have been working successfully in the public relations profession for 10 years and have taken on a managerial role at your agency. Your old professor asks if you would be interested in visiting one of her classes for a guest seminar on the subject of leadership in the field. You graciously agree and begin drafting your lecture. Organize a set of talking points you will use to share with the students. Be sure to base them on the qualities of major figures in public relations.

Question 44

Recall a recent product, service, idea, or political candidate that resonated with you. Use the Two-Step Flow theory to analyze the way in which you first learned about it through the media and opinion leaders.

Question 45

Analyze the impact of social media on the public relations field.