Deck 12: Public Relations: Interactions, Relationships, and the News

Question 1

When Proctor & Gamble wanted to convince teenagers that making videos of themselves trying to eat Tide Pod laundry detergent was a bad idea,they ______.

A)had New England Patriots football star Ron Gronkowski make a video telling young people that Tide Pods are for washing clothing with,not for eating
B)put serious messages on the laundry pod packaging
C)monitored and responded to messages about the trend on social media
D)All of these were public relations problems for the university.

Answer 1

D

Question 2

The "Cheesepocalypse" was ______.

A)a large-scale shortage of cheddar cheese that created problems for Kraft Macaroni & Cheese in marketing to children
B)a shortage of mozzarella cheese that created a production problem for Red Baron pizzas
C)a social media campaign by Kraft based on a spot shortage of Velveeta during football playoff season
D)you've got to be kidding,Cheesepocalypse doesn't exist!

Answer 2

C

Question 3

Edward l.Bernays is remembered for which of the following reasons?

A)He invented the press release.
B)He handled the public relations for O.J.Simpson following his criminal trial.
C)He wrote the first book about public relations and taught early public relations courses.
D)He made Elvis a star.

Answer 3

C

Question 4

Proctor & Gamble used news media and public health monitoring to discover that ______.

A)Tide Pods were staining synthetic fabrics
B)Tide Pods could explode if improperly stored
B)toddlers and elderly people suffering from dementia were biting into Tide Pods
D)teenagers were getting high by sniffing Tide Pods

Question 5

The railroads in the 1870s managed their image by doing which of the following?

A)dealing with the press openly and honestly
B)bribing reporters and editors with cash and travel
C)bringing in large numbers of PR professionals
D)bringing in public speakers

Question 6

An employee newsletter is a tool to communicate with which of the following?

A)internal publics
B)external publics
C)the media
D)none of these

Question 7

According to your text,public relations is which of the following?

A)a marketing function
B)a manufacturing function
C)an advertising function
D)a management function

Question 8

Ivy Lee suggested that the best way for the railroads to deal with accidents,in terms of the company's image,was to do which of the following?

A)deal with the press openly
B)hide the evidence
C)bribe reporters not to write about them
D)all of these

Question 9

The Coke Freestyle soft drink vending machine is being promoted by ______.

A)making them available at major sporting events
B)giving away free drinks
C)having celebrities create new custom drink mixes for the machine for young people to try
D)large scale ads on mobile devices

Question 10

People who buy your company's products would be which of the following?

A)internal publics
B)external publics
C)media outlet
D)none of these

Question 11

During World War I,the job of the "Four-Minute Men" was to do which of the following?

A)be prepared to give a series of 4-min speeches
B)show up at a meeting with "4-min notice"
C)quickly brief the president on a variety of issues
D)warn the public of possible air attacks

Question 12

A press conference is a tool primarily to communicate with which of the following?

A)internal publics
B)external publics
C)the media
D)none of these

Question 13

An intranet is a tool to communicate with which of the following?

A)internal publics
B)external publics
C)the media
D)none of these

Question 14

According Edward Bernays,public relations campaigns should be designed to do which of the following?

A)primarily help the client
B)primarily help the press
C)primarily serve the general public
D)establish mutually beneficial relationships for the company and various publics

Question 15

Press agentry differed from more contemporary forms of public relations,in that it did which of the following?

A)It gave press agents more opportunity to be creative.
B)It was less offensive to newspaper writers.
C)It had a one-directional flow of information from the agent to the press.
D)It was not used to promote serious political causes.

Question 16

Why did the Coca-Cola company create Coke Freestyle?

A)They wanted to create a way to personalize how people got their products.
B)They wanted to sell larger portions of their drinks.
C)They wanted to do a better job of reaching older consumers.
D)To recreate nostalgia for when Coke products were sold in glass bottles.

Question 17

Bernays used the term opinion leadership to refer to which of the following?

A)leading the public to an opinion with advertising
B)using respected individuals to influence members of the community
C)electing local leaders based on the opinions they promote
D)feeding opinions to the media to lead public opinion

Question 18

Domino's Pizza had a major public relations crisis in 2009 when ______.

A)the television news program 60 Minutes investigated the company for racial discrimination
B)employees posted a prank video to YouTube showing them tampering with pizza and sandwiches
C)several people were sickened after eating a pizza from the chain
D)the company lost a "taste test" to Papa John's Pizza

Question 19

Many organizations have started intranets,which can be described as which of the following?

A)e-mail systems set up to communicate more quickly with clients
B)messaging systems whereby an employee can leave notes only for himself or herself
C)networks that let companies get feedback from its customers
D)networks that are only open to members of the organization

Question 20

P.T.Barnum accused himself of fraud under a fake name in order to do which of the following?

A)get publicity
B)gain sympathy
C)avoid a lawsuit
D)test his employees' loyalty

Question 21

The ROPES public relations process includes research,objectives,programming,evaluation,and stewardship.

Question 22

The Keurig 2.0 case study of consumers complaining about being forced to use nothing but official company coffee pods in the coffee maker demonstrates that if a company ignores complaints on social media,they will eventually go away.Responding to the critics would have just prolonged the problem.

Question 23

Which of the following statements about the PR campaign that followed the Exxon Valdez oil spill problem is true?

A)It was successful because it succeeded in covering up what had happened.
B)It was successful because it was immediate and honest.
C)It was a failure because the company initially claimed that ship was attacked by terrorists.
D)It was a failure because the company tried to handle media relations with a one-person office.

Question 24

Telephone companies and electric utilities were among the last businesses to start actively using public relations.

Question 25

Domino's Pizza had its reputation damaged by a prank YouTube video posted by two employees.

Question 26

When the Deepwater Horizon oil drilling rig exploded and sank in 2010,many people compared BP PLC's public relations effort to that of ______.

A)Domino's Pizza's handling of the gross-out video
B)Johnson & Johnson's handling of the Tylenol tampering case
C)Exxon's handling of the Exxon Valdez sinking
D)the Occupy Wall Street movement

Question 27

Companies facing an online crisis from negative information spreading on the Internet should do which of the following?

A)ignore the press and communicate directly with the public using the web and social media
B)say no more than is absolutely necessary because anything your say will just help spread the negative information
C)track the blogosphere and social media to see what people are saying about your company or organizations
D)take their time in responding so that they are certain they are sending out just the right message

Question 28

Today,the central notion of public relations is the model of two-way interaction between an institution and its publics.

Question 29

Before the 1920s press agents mostly just worked at getting publicity for their clients as opposed to creating an image.

Question 30

Ivy Lee made "spin control" a popular term as early as 1910.

Question 31

Which of the following statements about the PR campaign that followed the Tylenol tampering is true?

A)It was successful because it succeeded in covering up what had happened.
B)It was successful because it was immediate and honest.
C)It was a failure because afterward people viewed the manufacturer as cold and uncaring.
D)It was a failure because the company tried to handle media relations with a one-person office.

Question 32

The ROPES model of public relations is primarily concerned with ______.

A)shaping and controlling the "spin" media outlets give to stories concerning the product or organization
B)creating,developing,and nurturing relationships between an organization and its key publics
C)handling a major a crisis facing a corporation or organization
D)you can't fool me,ROPES isn't a model for public relations

Question 33

According to presidential adviser Lanny Davis,politicians facing rumors/news about a sexual scandal should do which of the following?

A)"Threaten massive lawsuits against anyone repeating the charges."
B)"Tell the truth,tell it all,tell it early,tell it yourself."
C)"Start a high-profile project that will force the bad news off the talk shows."
D)"Deny it early.Deny it often."

Question 34

Thomas Paine's pamphlet Common Sense could be seen as a very early example of public relations.

Question 35

Public relations is mostly about talking and meeting with people.

Question 36

In public relations terms,a "crisis" is which of the following?

A)damage to a client's reputation that cannot be repaired
B)a communication breakdown between the client and the public
C)an attack on the client by the media
D)an event that is perceived by the public as damaging to the client's image

Question 37

The oil company BP had a clear public relations plan in place on what to do when the Deepwater Horizon drilling platform exploded and sank.

Question 38

Relations between a company and the media should be which of the following?

A)a two-way dialogue
B)a one-way flow of information from the company to the press
C)handled entirely by company spokespeople
D)only conducted when there is good news

Question 39

The biggest benefit to Kraft from their social media "Cheesepocalypse" campaign was ______.

A)identifying Velveeta "super-consumers"
B)selling more Velveeta during basketball season
C)making people more aware of using Velveeta to make queso dip
D)20% increases in sales of Velveeta

Question 40

Presidential spokeswoman Sarah Huckabee Sanders suffered from credibility problems because she would routinely say things she knew were not true.

Question 41

What are the five steps in the ROPES public relations model?

Question 42

Videos displaying employee misconduct at a pizza shop created enough bad publicity that the shop eventually had to close.

Question 43

Name the five principles of crisis communication.

Question 44

Very little of the news originates with public relations practitioners.

Question 45

As of 2017,the Center for Responsive politics estimates there were more than 11,500 lobbyists registered to work in Washington,DC.

Question 46

Dr.Martin Luther King,Jr. ,worked at making sure that when civil rights protestors were arrested for civil disobedience,the arrests would be covered by the press.

Question 47

Define and give an example of an external public.

Question 48

What did Edward Bernays mean by "engineering consent"?

Question 49

Name two things Johnson & Johnson did right in the Tylenol crisis.

Question 50

Public relations works only for the rich and powerful.It is ineffective in helping the poor and working classes.

Question 51

What distinguishes modern public relations from press agentry?

Question 52

In a brief essay,you are to explain how a local cable television and Internet provider could make use of social media.What should their goals for using social media be? How can they use social media to improve their public relations?

Question 53

Name a way in which the Internet makes public relations more difficult.

Question 54

Name the two key figures in the founding of professional public relations.

Question 55

According to Edward Bernays,what is the third function of public relations,besides informing and integrating?

Question 56

A basic rule for being an effective political spokesperson is to "Tell the truth,tell it all,tell it early,tell it yourself."

Question 57

In a brief essay,explain how Proctor & Gamble responded to the public relations problem created by the Tide Pod Challenge.

Question 58

Political activists make use of public relations techniques to draw attention to their causes.

Question 59

Companies should view social media as a way of interacting with their publics rather than just as a channel for transmitting marketing messages.

Question 60

Define and give an example of an internal public.

Question 61

In a brief essay,discuss what is meant by the term spin control.Then describe how it is used to manage political or corporate news.Illustrate your answer with an example.

Question 62

In a brief essay,discuss how and why Exxon has had a long-running PR crisis ever since the Exxon Valdez oil spill.

Question 63

In a brief essay,discuss how Coca-Cola is using the Coke Freestyle machine to collect data about the people who use it to dispense drinks.