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Chapter 11: Public Relations
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-11 | 7
whole or part.
33. PR professionals interact with the _____________ through press packets and briefings.
a. employees
b. stockholders
c. communities
d. media
34. As “the voice of the people,” which public deserves the attention of any organization that
deals with the people?
a. employees
b. the government
c. communities
d. the media
35. __________ refers to a fake grassroots organization; that is, one funded in secret by those
with a vested interest in the issue at hand.
a. Greenwashing
b. VNR
c. Spin
d. Astroturf
36. PR efforts on behalf of charities, relief groups, or other organizations serving publics in need
are called
a. do-good PR.
b. cause marketing.
c. viral PR.
d. lobbying.
37. Anticipating, analyzing, and interpreting public opinion, attitudes and issues that might impact,
for good or ill, the operations and plans of the organization are part of PR’s ___________
function.
a. lobbying
b. management
c. client-centered
d. ethical
38. When PR professionals directly interact with elected officials or government regulators and
agents, they are engaging in
a. public affairs.
b. lobbying.
c. promotion.
d. publicity.
Chapter 11: Public Relations
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-11 | 8
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
Answer: b
Bloom’s level: Remember
39. Public affairs work in the communities in which an organization exists is characteristic of
which public relations service?
a. community relations
b. lobbying
c. promotion
d. publicity
40. When the department store Barneys was beset by numerous complaints of racial
discrimination in 2013, it undertook an aggressive PR campaign to speak to those who felt
disenfranchised by the events. This is an example of
a. community relations.
b. lobbying.
c. promotion.
d. minority relations/multicultural affairs.
41. Public relations is a relatively modern development, beginning in earnest with the massive PR
campaign to win the public’s support for World War I.
42. The first corporate public relations department was started by Westinghouse.
43. The modern era of public relations is characterized by advanced two-way communication.
44. Many PR firms bill clients a fixed fee arrangement, a standard surcharge of 17.65% for
handling such things as printing, research, and photographs.
45. For all intents and purposes, advertising and public relations are the same endeavor.
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-11 | 9
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
46. The writers, graphic designers, artists, and video producers at a PR operation are typically
referred to as media specialists.
47. Greenwashing is the PR activity of countering criticism directed at clients by environmental
groups.
48. Early PR practitioner Ivy Lee is credited with changing his industry from one primarily
interested in publicity to one more interested in providing information.
49. Revenues for American PR firms constitute about half of the world’s total.
50. Directly interacting with elected officials or government regulators is the public relations
activity known as community relations.
51. What are the four historical stages of public relations?
52. Describe the reaction by the public after it was discovered that major companies were paying
fake bloggers (flogs) to promote their brand.
53. What is a pseudo-event?
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-11 | 10
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
54. Who wrote the Declaration of Principles for public relations? What was its importance to the
profession?
55. What was the contribution of PR pioneer Edward Bernays to how the industry operates?
56. Five factors have worked to shape the operation of public relations throughout its four stages.
What are they, and what was the impact of each on the industry?
57. What are the five management functions of PR?
58. What are the 14 public relations activities? List and briefly describe each.
59. What are the seven departments typically found in a large public relations operation? List and
briefly describe each.
60. What are the five ways that providers of VNRs help local stations disguise a story’s real
origins? What are the four ways a viewer can identify a news story that is actually a VNR?
61. What is your opinion of video news releases? If you were the news director of a local
television station, under what conditions would you allow their use, if at all? Defend your
position.
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-11 | 11
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
62. Describe the four developmental stages of the public relations industry. What major shifts in
how the industry operates characterize each, and what social, political, technological, and
professional developments shaped each era?
63. Public relations, justifiably or otherwise, does not enjoy overwhelming public trust. Why is
this? What are the complaints of PR pioneer Edward Bernay and others? If asked, could you
mount a defense of contemporary public relations? If you can, how would you do it? If you
cannot, explain why.
64. The Internet and social media are changing communication—this can certainly be seen in the
PR landscape. What are some ways technology has altered PR? What is the impact on PR
professionals? The various publics? In your opinion, what does this mean for the future of
PR? What changes have you seen made to PR strategies through your use of social media
and the Internet? What changes would you recommend going forward if you were working in
this industry?
