Deck 2: Public Relations Models Through the Ages

Question 1

Grunig and Hunt posited four models of public relations. Who is associated with the first model of press agentry/publicity?

A) Edward Bernays
B) Kim Kardashian
C) P.T. Barnum
D) Ivy Ledbetter Lee

Answer 1

C

Question 2

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?

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

Answer 2

A

Question 3

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

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

Answer 3

C

Question 4

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.

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

Question 5

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 ____________.

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

Question 6

In early 2008, more than 200 members of the group Improv Everywhere froze in place for five minutes in the middle of Grand Central Station. The organizers worked social networks and even mainstream media to maximize coverage, and the perfectly choreographed performance drew the attention of onlookers, generating more than 30 million YouTube hits. This is an example of which public relations model?

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

Question 7

Marnie, a public relations practitioner, monitors surveys, e-mail responses, Twitter comments, usability studies, and focus groups to gauge the success of her efforts. This research strategy is an example of ____________.

A) Spying on the client
B) Following George Orwell's 1984 template
C) Learning how to manipulate online media
D) Applying ways organizations get to know their publics

Question 8

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 ____________.

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

Question 9

Lame and Russel highlighted evidence of public relations as early as ____________.

A) The nineteenth century
B) The first century
C) The seventh century
D) The sixteenth century

Question 10

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.

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

Question 11

Communicators working in admissions at colleges and universities are among the most enthusiastic adopters of ____________ for public relations work.

A) Social media
B) Posters
C) Mass mailings
D) TV ads

Question 12

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 ____________.

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

Question 13

Mary Ellen, a PR executive at a Fortune 500 company, is tasked by her client to stop the practice of spraying oranges with a dangerous insecticide. She enlists the services of Google and Reddit to publish an online petition to gather signatures against this harmful practice. This is an example of ____________.

A) Turmoil
B) Crusade
C) Agitation
D) Strife

Question 14

Journalist Brian wrote an article for the Washington Post about a congressman in such a way that it gave the impression he was the congressman's campaign manager. The editor called Brian into his office and directed him to rewrite the article from a more ____________ viewpoint.

A) Biased
B) Objective
C) Credible
D) Subjective

Question 15

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

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

Question 16

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.

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

Question 17

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

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

Question 18

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 ___________.

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

Question 19

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

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 20

Which PR practitioner is most deeply associated with the Public Information Model of public relations?

A) John D. Rockefeller
B) P.T. Barnum
C) Ivy Ledbetter Lee
D) George F. Parker

Question 21

Ivy Lee, when sending materials to the media, was known to include his _________, which stated, in part: "This is not a secret press bureau. All our work is done in the open. We aim to supply news… Our matter is accurate."

A) Commitment to transparency
B) Statement of fact
C) Declaration of principles
D) Code of conduct

Question 22

In the early 1900s, when the Pennsylvania Railroad had a wreck near Gap, Pennsylvania, instead of suppressing news of the accident, Ivy Lee invited reporters to the scene so they could see it first-hand. His open-access policy illustrates the concept of _____________.

A) Favorability
B) Transparency
C) Informing
D) Advocacy

Question 23

James conducts public relations for a publicly held corporation that offered shares for trading on the New York Stock Exchange. He is obligated to file certain reports and to make public certain information that may affect investors' decisions. Which of the following is NOT an example of this type of "material information?"

A) Issuing a product recall on a dangerous product
B) Announcing quarterly sales and revenue
C) Launching a new marketing campaign
D) Hiring a new chief executive officer

Question 24

The _____________ is the regulatory agency governing activities and communication of publicly held corporations.

A) Securities and Exchange Commission
B) Department of Justice
C) Department of the Treasury
D) Internal Revenue Service

Question 25

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

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

Question 26

Milo works in public relations for a health food company. He has arranged for a __________ to surprise attendees at a healthy living festival by having 100 people spontaneously sing and dance to a popular song.

A) Parade
B) Movement
C) Propaganda
D) Flash mob

Question 27

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.

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

Question 28

Arianna works at a PR agency representing a large non-profit organization. She conducts a lot of research through surveys, focus groups, and reading comments and feedback on social media so she can better understand why people decide to donate to her client's mission. Arianna then uses this information to develop more persuasive communications to encourage more donations. Which of the four models of public relations is Arianna practicing?

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

Question 29

Ford Motor Company used research and listened to concerns from its key publics. It then changed its operations and vehicle design in the interest of its publics based on their input. By listening and addressing feedback, Ford was able to benefit both stakeholders and the company. This is an example of _____________.

A) Ethical management
B) Two-way asymmetrical communication
C) Public permission
D) Two-way symmetrical communication

Question 30

East Tennessee State University and Mountain States Health Alliance seek state permission to open a nonprofit methadone clinic in Gray, Tennessee. A group, called Citizens to Maintain Gray, organize a meeting in response to questions and concerns about the plan. Joanna, a PR staffer at ETSU, is eager to cooperate with the group to gain valuable community-based input. This effort is an example of which model of public relations?

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

Question 31

_____________, is seen as an example of an upstanding practitioner with strong principles of ethical management and a symmetrical worldview. He saw winning public approval, confidence, and trust as essential to successful management, and famously said, "All business begins with the public permission and exists by public approval."

A) Edward Bernays
B) Arthur Page
C) James Grunig
D) Earl Newsom

Question 32

Javier works for the only electric service provider in the western part of Massachusetts. Javier knows his customers don't have a choice in who delivers electricity to their homes, so he works hard to show his customers he is serving their interests in good faith. He communicates frequently, listens to customer concerns, and works with them to achieve shared desired outcomes. Javier is practicing ______________.

A) Public consent
B) Status conferral
C) Community-based problem solving
D) Advocacy

Question 33

Public relations pioneer ___________ broke through many professional barriers as the first African American PR professional to gain national prominence for winning blue chip accounts with national clients like DuPont, U.S. Steel, and Gillette, among others, and was the first African American to earn accreditation from PRSA.

A) Jonathan F. Barnes
B) Joseph V. Baker
C) Jacob T. Barrington
D) Battle D. Battle

Question 34

Historians Margot Opdyke Lamme and Karen Miller Russell have found public relations to have a rich heritage in three "deep veins" of history. Which of these is NOT one of those examples?

A) Commerce
B) Religion
C) Politics
D) Education

Question 35

Samuel Adams organized the Boston Tea Party, a staged event to attract public attention about protesting the Tea Act of 1773. This was called a ___________ because its primary goal was to earn media coverage.

A) Flash mob
B) Conferral event
C) Sloganeering event
D) Pseudo event

Question 36

Cody works in human resources for a construction company. He uses social media to help attract and find potential candidates for open positions. However, he is also concerned about reviews employees leave about working at the company, because he understands that a majority of job seekers who read negative reviews of an employer _______________.

A) Share the negative review with others
B) Decide not to apply at that company
C) Write their own negative reviews of other employers
D) Apply at the company but do not accept positions

Question 37

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 __________.

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

Question 38

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

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

Question 39

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 ____________.

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

Question 40

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.

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

Question 41

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.

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

Question 42

The term ___________ derives from the work of the Catholic Church to spread faith and was used to recruit people to join the church.

A) Publicity
B) Promotion
C) Propaganda
D) Proclamation

Question 43

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

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 44

___________ is a value in the PRSA Code of Ethics, yet frowned upon by journalists. PR practitioners serve the public interest by supporting those we represent. But according to the Society of Professional Journalists, "analysis and commentary should be labelled and not misrepresent fact or context. Distinguish news from advertising and shun hybrids that blur the lines between the two."

A) Advocacy
B) Objectivity
C) Transparency
D) Honesty

Question 45

Hadley cares so deeply about the college where she works and greatly appreciates how the school educates students. However, she also knows that many students and parents are concerned about the high cost of college. Hadley aims to be ____________ in her professional communications and not let her personal feelings influence how she represents facts about her college.

A) Practical
B) Persuasive
C) Strategic
D) Objective