Question 1

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

Accepted Answer

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 
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 2

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

Accepted Answer

It lets anyone say anything about a comp

Question 3

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

Accepted Answer

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 
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 4

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.

Accepted Answer

Spin control is when commentators,activi

Question 5

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

Accepted Answer

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. 
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.

Question 6

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

Accepted Answer

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 
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 7

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

Accepted Answer

A) True 
 B)False

Question 8

What distinguishes modern public relations from press agentry?

Accepted Answer

Press agentry was on

Question 9

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

Accepted Answer

The case is summarized on pages 309-310.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

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 
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 13

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

Accepted Answer

Research,objectives,

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

The company was honest with th

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

What did Edward Bernays mean by "engineering consent"?

Accepted Answer

He meant PR professionals shou

Question 18

The "Cheesepocalypse" was ______.

Accepted Answer

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! 
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!

Question 19

Define and give an example of an external public.

Accepted Answer

People outside of an

Question 20

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

Accepted Answer

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

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

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

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

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.

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

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

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

What distinguishes modern public relations from press agentry?

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

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

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

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

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

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

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

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

What did Edward Bernays mean by "engineering consent"?

The "Cheesepocalypse" was ______.

Define and give an example of an external public.

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

Living in a Media World: An Introduction to Mass Communication

Mass Communication Effects: How Society and Media Interact

The Media Business: Consolidation, Globalization, and the Long Tail

Books: The Birth of the Mass Media

Magazines: The Power of Words and Images

Newspapers and the News: Reflection of a Democratic Society

Audio: Music and Talk Across Media

Movies: Mass Producing Entertainment

Television: Broadcast and Beyond

Online Media: The Internet, Social Media, and Video Games

Advertising: Selling a Message

Media Law: Free Speech and Fairness

Media Ethics: Truthfulness, Fairness, and Standards of Decency

Global Media: Communication Around the World

Filters

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

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

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

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

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.

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

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

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

What distinguishes modern public relations from press agentry?

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

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

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

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

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

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

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

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

What did Edward Bernays mean by "engineering consent"?

The "Cheesepocalypse" was ______.

Define and give an example of an external public.

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

Living in a Media World: An Introduction to Mass Communication

Mass Communication Effects: How Society and Media Interact

The Media Business: Consolidation, Globalization, and the Long Tail

Books: The Birth of the Mass Media

Magazines: The Power of Words and Images

Newspapers and the News: Reflection of a Democratic Society

Audio: Music and Talk Across Media

Movies: Mass Producing Entertainment

Television: Broadcast and Beyond

Online Media: The Internet, Social Media, and Video Games

Advertising: Selling a Message

Media Law: Free Speech and Fairness

Media Ethics: Truthfulness, Fairness, and Standards of Decency

Global Media: Communication Around the World

Filters