Question 1

The father of public relations was:
A) Sigmund Freud.
B) Edward Bernays.
C) William Benoit.
D) James Grunig.

Accepted Answer

Edward Bernays, often referred to as the "father of public relations," was a pioneering figure in the field of PR and propaganda. He utilized psychological principles and techniques to influence public opinion, drawing on the work of his uncle, Sigmund Freud, to apply psychoanalytic concepts to the practice of public relations.

Question 2

Public relations differs from advertising in that it is which one of the following?
A) A marketing function.
B) A management function.
C) A media function.
D) An educational function.

Accepted Answer

Public relations is primarily a management function that focuses on maintaining and fostering a positive image and a strong relationship between an organization and its publics, stakeholders, employees, and customers. Unlike advertising, which is a marketing function aimed at promoting products or services through paid channels, public relations encompasses a broader scope of activities aimed at managing the organization's overall reputation.

Question 3

Bernays defined the job of public relations as:
A) Image restoration.
B) Press agentry.
C) Engineering public ponsent.
D) Analyzing publics.

Accepted Answer

Bernays is often referred to as the "father of public relations" and is known for his work on engineering consent, which involves shaping public opinion through various communication strategies. This concept is central to his definition of the role of public relations.

Question 4

Kevin Moloney described the promotional techniques and competitive communication used in PR as which one of the following?
A) Adversarial advocacy.
B) Organizational communication.
C) Ideological communication.
D) Weak propaganda.

Accepted Answer

Kevin Moloney described the promotional techniques and competitive communication used in PR as "weak propaganda," emphasizing the subtle and persuasive nature of PR efforts.

Question 5

Today the term most used to identify public relations that manipulates public sentiment at the expense of full disclosure is which one of the following?
A) Spin.
B) BS.
C) The big lie.
D) Boilerplate.

Accepted Answer

Spin is the term most commonly used to describe the practice in public relations of presenting information in a way that influences public perception, often at the expense of full disclosure or transparency. It involves a strategic angle or slant that aims to manipulate public sentiment.

Question 6

Kevin Moloney criticized the Excellence Report and recommendations from professors James and Larissa Gruning as:
A) Communicative idealism.
B) Blatantly opportunistic communication.
C) Manipulative communication.
D) Professorial propaganda.

Accepted Answer

Kevin Moloney criticized the Excellence Report and recommendations from professors James and Larissa Gruning as "communicative idealism," suggesting that their approach was overly idealistic about the nature of communication in public relations.

Question 7

Grunig and Hunt (1984) established four models to describe the types of public relations in the United States. Identify those models that do belong in their four types:
A) Press agentry.
B) Two-way symmetrical.
C) Two-way asymmetrical.
D) Three-way mass communication.

Accepted Answer

Press agentry, two-way symmetrical, and two-way asymmetrical are three of the four models established by Grunig and Hunt (1984) to describe the types of public relations in the United States.

Question 8

Grunig stated that "organizations get more of what they want when they give up some of what they want." He was defending which model of PR?
A) Public information.
B) Asymmetrical.
C) Symmetrical (two way).
D) Press agentry/publicity.

Accepted Answer

Grunig's statement reflects the symmetrical (two-way) model of PR, which emphasizes mutual understanding and benefits between an organization and its publics, rather than one side benefiting at the expense of the other.

Question 9

According to the professors James and Larissa Grunig, marketing is concerned with products, services, and consumer markets whereas public relations is concerned with:
A) Educational functions for the public.
B) All relevant publics of that organization.
C) Product placement.
D) Video news releases.

Accepted Answer

According to James and Larissa Grunig, public relations is concerned with all relevant publics of an organization, not just its consumer markets. This encompasses a broader scope than marketing, which focuses on products, services, and consumer markets.

Question 10

Matt Shaw, the vice president of the Council of Public Relations, said which two of the following?
A) "Advertising should merge with PR."
B) "When advertising grows up it wants to be public relations."
C) There "is a lot of coveting (and more) of our turf."
D) "Public relations is more sophisticated than advertising."

Accepted Answer

Matt Shaw, the vice president of the Council of Public Relations, made these statements to emphasize the unique value and sophistication of public relations compared to advertising, suggesting that advertising aspires to achieve the credibility and depth of PR, and acknowledging the competition and desire for the influence that PR holds.

Question 11

A paradigm shift toward public relations and away from marketing has occurred because of which of the following?
A) New media and rapid growth in the industry.
B) Poor management in marketing.
C) Integrated communication models.
D) The Excellence Report.

Accepted Answer

New media and rapid growth in the industry have led to a paradigm shift toward public relations, as they require more engagement and relationship-building, which are strengths of public relations.

Question 12

Which of the following functions was not listed in the Public Relations Handbook as a rhetorical function?
A) Launch a product.
B) Implement standards of social responsibility.
C) Build, repair, or maintain relationships.
D) Accept taking issue stands.

Accepted Answer

Launching a product is more of a marketing function than a rhetorical function in the context of public relations. The other options (B, C, D) relate more directly to communication strategies and roles that are typically associated with the rhetorical functions of public relations, such as implementing standards of social responsibility, building, repairing, or maintaining relationships, and taking stands on issues.

Question 13

The firms of Ogilvy Public Relations World Wide and J. L. McGregor & Company have been hired to serve which government?
A) Japan.
B) Korea.
C) China.
D) Brazil.

Accepted Answer

Ogilvy Public Relations World Wide and J. L. McGregor & Company have been hired to serve the government of China.

Question 14

China is the third largest food supplier to the United States, after Canada and Mexico. China has sent which of the following products that were contaminated?
A) Pet food.
B) Lead-painted toy trains.
C) Toothpaste and seafood.
D) All of the above.

Accepted Answer

China has been involved in various incidents where contaminated products were exported, including pet food, lead-painted toy trains, toothpaste, and seafood. These incidents have raised concerns about the safety and quality control of products manufactured in China.

Question 15

One of the primary functions of PR is to educate the public. Which of the following issues was made into a movie and won an award in 2007?
A) Oil spills.
B) Climate change.
C) Unemployment.
D) Health care.

Accepted Answer

The movie "An Inconvenient Truth," which focuses on climate change, won two Academy Awards in 2007, including Best Documentary Feature. It played a significant role in educating the public about the issue of global warming.

Question 16

Torie Clarke wrote Lipstick on a Pig and advised clients to do which of the following?
A) Stonewall the press.
B) When you screw up, say so-fast!
C) Order an investigation.
D) Put lipstick on your pig.

Accepted Answer

Torie Clarke, known for her straightforward communication strategies, emphasized the importance of transparency and accountability. In her approach, she advised that when mistakes are made, it's crucial to acknowledge them quickly, hence the advice "When you screw up, say so-fast!" This reflects a commitment to honesty and taking responsibility, which can help in managing crises and maintaining trust.

Question 17

Torie Clarke recommended transparency in government and business because:
A) It makes good things shine and bad ones go away.
B) You cannot hide faults in the Information Age.
C) Publicity should focus only on your good.
D) Cosmetic changes can save your hide.

Accepted Answer

Transparency allows the positive aspects to be highlighted while addressing and resolving negative issues, rather than hiding them.

Question 18

William Benoit's theory of image restoration offers a number of strategies to repair reputations. Among these are:
A) Denial.
B) Evading responsibility.
C) Outright lying.
D) Attacking the accuser.

Accepted Answer

The answer of William Benoit's theory of image restoration offers...

Question 19

Which of the following involves the guilty party confessing his or her guilt, asking for forgiveness, and offering a sincere apology?
A) Compensation.
B) Transcendence.
C) Mortification.
D) Differentiation.

Accepted Answer

Mortification involves the guilty party confessing his or her guilt, asking for forgiveness, and offering a sincere apology as a way to manage their image or reputation after a wrongdoing.

Question 20

During Pete Rose's lifetime, he has used two of Benoit's strategies at different times. They are:
A) Mortification.
B) Corrective action.
C) Denial.
D) Defeasibility.

Accepted Answer

The answer of During Pete Rose's lifetime, he has used...

Quiz 11: Public Relations: Engineering Public Consent

The father of public relations was:

Public relations differs from advertising in that it is which one of the following?

Bernays defined the job of public relations as:

Kevin Moloney described the promotional techniques and competitive communication used in PR as which one of the following?

Today the term most used to identify public relations that manipulates public sentiment at the expense of full disclosure is which one of the following?

Kevin Moloney criticized the Excellence Report and recommendations from professors James and Larissa Gruning as:

Grunig and Hunt (1984) established four models to describe the types of public relations in the United States. Identify those models that do belong in their four types:

Grunig stated that "organizations get more of what they want when they give up some of what they want." He was defending which model of PR?

According to the professors James and Larissa Grunig, marketing is concerned with products, services, and consumer markets whereas public relations is concerned with:

Matt Shaw, the vice president of the Council of Public Relations, said which two of the following?

A paradigm shift toward public relations and away from marketing has occurred because of which of the following?

Which of the following functions was not listed in the Public Relations Handbook as a rhetorical function?

The firms of Ogilvy Public Relations World Wide and J. L. McGregor & Company have been hired to serve which government?

China is the third largest food supplier to the United States, after Canada and Mexico. China has sent which of the following products that were contaminated?

One of the primary functions of PR is to educate the public. Which of the following issues was made into a movie and won an award in 2007?

Torie Clarke wrote Lipstick on a Pig and advised clients to do which of the following?

Torie Clarke recommended transparency in government and business because:

William Benoit's theory of image restoration offers a number of strategies to repair reputations. Among these are:

Which of the following involves the guilty party confessing his or her guilt, asking for forgiveness, and offering a sincere apology?

During Pete Rose's lifetime, he has used two of Benoit's strategies at different times. They are: