Deck 12: Public Relations: The Image Industry

Question 1

Public relations professionals may

A) polish a client's image
B) make an unworthy client palatable to the public
C) work for honest and worthwhile purposes
D) all of these

Answer 1

all of these

Question 2

Which of the following is NOT an example of an external public?

A) news media
B) customers
C) lawmakers
D) employees

Answer 2

employees

Question 3

Public relations and marketing are

A) persuasive endeavors
B) essentially the same thing
C) a form of advertising
D) all of these

Answer 3

persuasive endeavors

Question 4

The "father" of the modern public relations industry is recognized as

A) Ivy Ledbetter Lee
B) John D. Rockefeller, Jr.
C) William Henry Vanderbilt
D) Theodore Roosevelt

Question 5

Edward and Doris Bernays' pubic relation's work included

A) getting worldwide attention for the electric light bulb
B) connecting smoking with slimness
C) encouraging people to use disposable cups
D) all of these

Question 6

The Public Relations Society of America was designed to

A) increase media advertising
B) promote professional standards
C) compete with the Office of War Information
D) all of these

Question 7

Which of these electronic media services were NOT built by the U.S. to address anti-U.S. sentiment in the Arab media?

A) Aljazeera
B) Alhurra
C) Radio Sawa
D) Radio Farda

Question 8

A news conference in which the newsmakers and reporters are in different locations and joined by a satellite hook-up is called

A) a satellite media tour
B) a video media conference
C) a satellite relay conference
D) all of these

Question 9

Public relations activities consist of

A) research
B) counseling
C) communication
D) all of these

Question 10

Nike's researchers who ask teenagers about the next trend in sneakers are called

A) trend-finders
B) cool-spotters
C) trend-hunters
D) none of these

Question 11

The most visible part of the PR process is

A) training
B) research
C) counseling
D) communication

Question 12

A day at work at a public relations office may include

A) compiling media distribution lists
B) setting up details for a press conference
C) answering phone calls from the press
D) all of these

Question 13

Actions designed to create human-interest stories are called

A) leaks
B) publicity stunts
C) sound bites
D) teleconferences

Question 14

The angle that makes an organization's activities newsworthy is called a

A) news release
B) news hook
C) leak
D) news bite

Question 15

Westinghouse sponsoring an annual science competition for high school students is an example of

A) corporate aid
B) public management
C) bouncing
D) lobbying

Question 16

An example of _____ was when Mel Gibson gave an apology for his behavior and checked himself into rehab after he was arrested for drunk driving and an anti-Semitic tirade.

A) a trial balloon
B) a news hook
C) crisis management
D) lobbying

Question 17

A short document written in a standard news form, designed with the purpose of placing favorable information about the client in a newspaper, is called

A) a commentary
B) a blurb
C) a news peg
D) none of these

Question 18

Speeches worded especially for television news reports are called

A) leaks
B) news releases
C) publicity stunts
D) sound bites

Question 19

Ready-for-broadcast press releases are called

A) VNRs
B) press kits
C) backgrounders
D) canned news

Question 20

A "flack" is

A) negative news about a company
B) a derogatory name for PR agents
C) an argument between a reporter and a PR agent
D) a hot-shot public relations strategy

Question 21

When people state something they know to be untrue, and stick to it, it's called

A) spin
B) the big lie
C) the flack
D) rightsizing

Question 22

An example of ______ is when Arco printed a series of suggestions on how to save the environment during a year it was one of the worst industrial polluters.

A) greenwashing
B) green lying
C) tree hugging
D) enviro-flacking

Question 23

A gift to a journalist from a PR agent is called

A) a press present
B) attribution
C) community relations
D) none of these

Question 24

______ is an example of an "Astroturf" lobby

A) Mothers Against Drunk Driving
B) The National Rifle Association
C) Northwesterners for More Fish
D) all of these

Question 25

The Public Relations Society of America believes in

A) accreditation of members
B) licensing of PR practitioners
C) both of these
D) none of these

Question 26

Public relations is part of a district attorney's job.

Question 27

The Boston Tea Party was a staged event.

Question 28

P.T. Barnum planted false stories in the press in order to get people to attend his shows.

Question 29

The first publicity agency was established in the 1700s.

Question 30

John D. Rockefeller improved his image by drinking beer with coal miners.

Question 31

Ivy Ledbetter Lee believed the goal of public relations was to fool the public.

Question 32

World War I was promoted as "the war to end all wars."

Question 33

Because of the success of the Committee of Public Information, public relations as a profession grew significantly in the years following World War I.

Question 34

The slogan "Loose lips sink ships" was part of a government PR campaign.

Question 35

The FBI's "Ten Most Wanted Fugitives" Program was a classic public relations success.

Question 36

The civil rights movement of the late 1950s and early 1960s was based on nonviolent forms of protest such as marches, picketing and sit-ins.

Question 37

An Arabic video produced in 2003 by the State Department highlighting Muslims living prosperously in the United States was well received by its Middle Eastern audience.

Question 38

A public relations client can be an individual or a group.

Question 39

ASCAP was commended by public relations consultants for their campaign to charge Girl Scouts for singing the song Happy Birthday.

Question 40

A PR counselor teaches a client how to act during on-camera interviews.

Question 41

Public relations strategies include lobbying and attribution.

Question 42

A news hook is a kind of publicity stunt designed to lure news crews to your press conferences.

Question 43

An exclusive is a specific type of leak, in which the source reveals that some major policy is being considered.

Question 44

The word "spin" can have both positive and negative connotations.

Question 45

A press release generally includes contact information, quotes and a call to action.

Question 46

Explain the concept of "integrated marketing." What areas are involved and how do they work together?

Question 47

Who was Phineas T. Barnum? What is an example of hype that he used?

Question 48

Discuss how Edward and Doris Bernays affected the field of public relations. Include a description of the major campaigns they worked on.

Question 49

How does PRSA oversee the public relations industry?

Question 50

In the 1950s and 60s, how did civil rights organizations use public relations to secure constitutional rights? What kind of challenges did they have with two publics? Give specific examples.

Question 51

Discuss how the field of public relations is using new technologies. Give specific examples of technologies used to help carry out public relations efforts.

Question 52

Discuss the components of the PR activities: research, counseling, and communication. What is involved in each area? Use examples, either from the text or your own experience.

Question 53

Discuss the various strategies public relations professionals use in news management. Give an example of each technique, either from the text or from your own experience.

Question 54

Describe how public relations professionals use community relations, crisis management and lobbying as strategies. Give examples of each.

Question 55

Describe the qualities needed by public relations professionals, and why they need these qualities.

Question 56

Define the term "news hook." How might a public relations practitioner use one?

Question 57

What are the major controversies associated with public relations? In what ways does PR have a bad image? Why?

Question 58

Why is attribution a controversial issue in public relations? How does the public relations industry defend itself on this issue?

Question 59

Define "freebies" and explain why public relations practitioners say they are a legitimate technique, but critics think they are unethical. Which side of the issue are you on? Why?

Question 60

Define the terms "VNRs" and "Astroturf lobbying." How is the distinction between news and advertising blurred through VNRs and Astroturf lobbying? Give examples.

Question 61

Integrated ______ is when public relations and advertising work together.

Question 62

Groups outside the client's organization are called ______ publics.

Question 63

Press ______ are people who work to generate publicity for a client.

Question 64

Dramatic publicity techniques are called ______.

Question 65

Another name for a videoconference or satellite media tour is a ______; it's an interview with a newsmaker conducted by numerous reporters in various parts of the country.

Question 66

When Republicans wanted to protest high taxes in 2009, the "tea parties" they arranged were considered publicity ______.

Question 67

A news ______ is the angle or approach that makes information newsworthy.

Question 68

Press relations, also known as ______ relations, is the practice of developing and maintaining contact with reporters.

Question 69

A ______ balloon is a leak in which the source reveals that some action is being considered, in order to test public feeling about the action before going ahead with it.

Question 70

A story granted to just one news outlet is called an ______.

Question 71

Community relations activity in which a company helps society on a large scale is called ______ aid.

Question 72

______ is any attempt to influence the voting of legislators

Question 73

Canned news consists of ______ releases from PR specialists, designed to be inserted into newspaper feature or editorial sections.

Question 74

VNRs are ______ news releases, called "fake news" by critics.

Question 75

In the 1980s, Coca-Cola made a classic marketing blunder, changing the formula and calling the product
______ Coke.

Question 76

Derogatory terms for public relations professionals are spin doctors and ______.

Question 77

The ______ lie occurs when a prominent person states something he or she knows to be untrue and sticks to it no matter what evidence refutes it.

Question 78

______ is using public relations messages to cover up problems without correcting them.

Question 79

The act of providing the source for information that appears in news reports is ______.

Question 80

Certification by an industry association is called ______.