Question 1

Who dropped out of Harvard and became the person may refer to as the founder of public relations?

Accepted Answer

A)   Bill Gates
B)   Mark Zuckerberg
C)   Ivy Ledbetter Lee
D)   Robert E. Lee C

Question 2

The #MeToo social movement, originated by Tarana Burke, founder of Just Be Inc., and elevated by actor Alyssa Milano, is an example of how social media and communication can create ______________ to support opposition.

Accepted Answer

A)   Agitation
B)   Affiliation
C)   Aberration
D)   Adaptation A

Question 3

Lydia has the job title of public information officer. What industry is most commonly associated with this public relations job?

Accepted Answer

A)   Sports
B)   Railroads
C)   Government
D)   Technology C

Question 4

There are many good reasons for studying PR history. Which of the following is NOT one of those reasons?

Accepted Answer

A)   We can learn from seeing what worked and what didn't in the past
B)   We should conduct PR as it has always been done
C)   Though times have changed, the basic principles of PR remain the same
D)   History provides context for understanding what's happening today.

Question 5

Publicly held companies, which are organizations that offer shares for trading in stock exchanges, ____________ to file certain reports and to make public certain information that may affect investors' decisions.

Accepted Answer

A)   Are not obligated
B)   Are required by law
C)   Have the option
D)   Must get permission

Question 6

Brielle works for a boutique luxury spa and was so excited when her company finally showed up first on a Google search. These top search results legitimizes its status as a leading luxury spa and enhances its authority, which illustrates the concept of __________.

Accepted Answer

A)   Propaganda
B)   Algorithms
C)   Status conferral
D)   Public attention

Question 7

Robert, an executive at Ford Motors, is given the task of finding a solution to the growing concern over automobile safety. He contracted with a PR practitioner, Jason, who counseled him to launch a safety campaign including safety researchers, engineers, and law enforcement. In response, Ford changed its vehicle design following feedback from its publics. The relationship between Ford and its publics is ____________.

Accepted Answer

A)   Symmetrical
B)   Asymmetrical
C)   Material
D)   Immaterial

Question 8

While Ivy Lee may have been called the "father" of public relations due to his commitment to truth and honesty, _____________ has also been given this title due to his use of research to understand publics, develop strategy, and evaluate results, as well as his emphasis on public relations as two-way communication that helps corporations understand public interests.

Accepted Answer

A)   Edward Bernays
B)   George Washington Hill
C)   George Parker
D)   Arthur W. Page

Question 9

In the eighteenth century when James Oglethorpe, in an effort to promote the settlement of Savannah, leveraged the endorsement of the Archbishop of Canterbury, his PR motivation was to garner ____________.

Accepted Answer

A)   Headlines
B)   Legitimacy
C)   Influence
D)   Donations

Question 10

Born in Madagascar in 1674, Joice Heth arrived in America in her youth and was a slave to one Augustine Washington, the father of George Washington. Heth was the first one to put clothes on the future father of America, and she basically raised the boy. In 1836, Heth was "161 years old," retained astonishingly good health, and enjoyed telling stories of the boy Washington. This story, the content of an advertisement for an attraction, is an example of which public relations model?

Accepted Answer

A)   Press agentry/publicity model
B)   Public information model
C)   Two-way asymmetrical model
D)   Two-way symmetrical model

Question 11

Propaganda, attention-getting and less-than-accurate information (if not downright lies) are hallmarks of the _____________ model of public relations.

Accepted Answer

A)   Press agentry/publicity model
B)   Public information model
C)   Two-way asymmetrical model
D)   Two-way symmetrical model

Question 12

While Grunig and Hunt posited four "models" of public relations, Van Ruler developed ______ to classify public relations practitioners, such as the "town crier" who is mostly seeking to be heard in the marketplace with little concern for listening to others outside of his organization.

Accepted Answer

A)   Foundations
B)   Typologies
C)   Artifacts
D)   Categories

Question 13

The goal of _____________ is to have an organization's web site rank as high as possible in results when someone does a keyword search.

Accepted Answer

A)   Propaganda
B)   Organic search results
C)   Status conferral
D)   Search engine optimization

Question 14

McDonald's released its quarterly report accurately and on time, although it had a bad quarter and lost money. In the public information model, this is an example of ____________.

Accepted Answer

A)   Immaterial information
B)   Material juxtaposition
C)   Material information
D)   Immaterial juxtaposition

Question 15

Jeff works for a local concert venue and promotes music performances. He constantly pushes out videos, photos, quotes, and links to media coverage through social media about artists who will be performing at his venue. He finds, though, that no matter how much content he puts out, few people are liking or commenting on his posts. Though Jeff is working hard, his approach illustrates ___________.

Accepted Answer

A)   Diminishing returns
B)   Propaganda
C)   Flash mob mentality
D)   Increasing returns

Question 16

Edward Bernays actively endorsed and promoted causes and people, an approach that clearly distinguished public relations from ____________.

Accepted Answer

A)   Journalism
B)   Broadcasting
C)   Publicizing
D)   Announcing

Question 17

In June of 2018, IHOP went to great lengths to stand out on social media by __________.

Accepted Answer

A)   Taking on prominent political figures on Twitter
B)   Going head-to-head with other fast-food giants
C)   Announcing the world's largest stack of pancakes
D)   Teasing a name change that didn't really happen

Question 18

Harvard College began fundraising campaigns as early as 1641, when college representatives were sent to England to emphasize how the college was educating ____________ as part of a pitch for donations.

Accepted Answer

A)   Tennessee pioneers
B)   Yale dropouts
C)   Massachusetts Puritans
D)   Native American Indians

Question 19

Mallory, a public relations practitioner, has a client in the publishing industry. She scored a major hit by getting her client to be featured on the Today show and on the cover of Rolling Stone magazine. By arranging this coverage, Mallory is applying the function of mass media known as ____________.

Accepted Answer

A)   Staging
B)   Exhibition
C)   Status conferral
D)   Sales pitch

Question 20

Google, Yahoo, Bing, and other major news and search sites confer legitimacy by way of algorithms that take into account what users are searching for and linking to. These ____________ are not paid for as advertising or sponsored links.

Accepted Answer

A)   Organic search results
B)   Inorganic search results
C)   Social search results
D)   Technical search results

Exam 2: Public Relations Models Through the Ages