Question 1

Advertising and public relations (PR) are linked by an emphasis on __________.
A) entertainment
B) agenda setting
C) direct effects
D) persuasion

Accepted Answer

Both advertising and PR aim to persuade their target audience, whether it's to buy a product or service or to form a positive opinion of a company or individual. While entertainment and agenda setting can be elements of both advertising and PR, direct effects are more commonly associated with advertising and are less of a focus in PR.

Question 2

Public relations material is not purchased content but rather __________.
A) behavioral targeting
B) press agentry
C) earned media
D) interpersonal communication

Accepted Answer

Public relations material is not purchased content, but instead it is earned media, meaning that it is created in order to gain publicity and attention from the media through persuasion and relationship building.

Question 3

Selena is in the early stages of a PR campaign to increase positive awareness of a start-up bakery called Gluten-Free Goodies (GFG). To demonstrate the effectiveness of her efforts at the next meeting with GFG executives, she can point to the number of __________.
A) GFG bakeries that have opened across the country
B) GFG problems she has covered up from the public
C) GFG employees who have expressed satisfaction with their jobs in work surveys
D) news outlets that have published or aired material based on information she has promoted about GFG

Accepted Answer

The most effective way to demonstrate the success of a PR campaign is by measuring the media coverage it has generated. Therefore, the number of news outlets that have published or aired material based on information promoted by Selena about GFG is a key metric to showcase the effectiveness of her efforts.

Question 4

The theory of __________ claims that most people act first and then rationalize their behavior second to make their actions consistent with self-perceived notions of who they are.
A) rhetoric
B) cognitive dissonance
C) sophism
D) behavioral analysis

Accepted Answer

The theory of cognitive dissonance suggests that individuals experience discomfort or dissonance when their actions are inconsistent with their beliefs or self-perception. In order to alleviate this discomfort, they will often change their beliefs or rationalize their actions to make them more consistent with their self-image.

Question 5

Delivering notices of layoffs via email rather than face to face involves a failure to identify __________.
A) the correct media channel
B) evolving preferences in the digital era
C) a persuasive technique that appears natural
D) the correct rhetorical appeal

Accepted Answer

Delivering sensitive information like layoffs via email fails to identify the correct media channel, as face-to-face communication is more appropriate for such situations due to its personal and empathetic nature.

Question 6

"Can this message be crafted in such a way that encourages people to send the message to others in their social network?" is a question that would be asked in which activity?
A) Interpretive reporting
B) Strategic communications
C) Product placement
D) Quantitative research

Accepted Answer

The question is asking about crafting a message in a way that encourages social sharing, which falls under the realm of strategic communications.

Question 7

Which ancient Greek philosopher identified three modes of persuasion that are still discussed today?
A) Socrates
B) Plato
C) Aristotle
D) Democritus

Accepted Answer

Aristotle identified three modes of persuasion, known as ethos, pathos, and logos, which are still widely discussed and used in modern rhetoric and communication.

Question 8

Factual arguments and supporting evidence are elements of an appeal to __________.
A) nomos
B) ethos
C) pathos
D) logos

Accepted Answer

Factual arguments and supporting evidence are elements of an appeal to logos, which relies on logic and reasoning to persuade the audience.

Question 9

The first PR person on the board of a major public corporation, __________, was the vice president of public relations for AT&T from 1927 to 1946 and also helped create ethical guidelines for public relations.
A) Ivy Ledbetter Lee
B) Edward L. Bernays
C) Doris E. Fleischman
D) Arthur W. Page

Accepted Answer

The first PR person on the board of a major public corporation was Arthur W. Page, who was the vice president of public relations for AT&T from 1927 to 1946 and also helped create ethical guidelines for public relations.

Question 10

The study of persuasive communication can be traced back to the ancient Greeks and their examination of __________.
A) sophistry
B) Daoism
C) rhetoric
D) semiotics

Accepted Answer

The ancient Greeks studied rhetoric, which is the art of using language to persuade. Sophistry was also studied in ancient Greece, but it is more focused on using deceptive or insincere arguments to win a debate rather than genuine persuasion. Daoism and semiotics are not directly related to the study of persuasive communication in ancient Greece.

Question 11

When Justin begins his campaign speech for president of student council by stressing how many of his classmates turn to him for honest and helpful advice, he is making an appeal to __________.
A) pathos
B) ethos
C) logos
D) nomos

Accepted Answer

Justin is making an appeal to ethos, which refers to the speaker's credibility or ethical appeal. He is highlighting his reputation as a trustworthy and helpful individual in order to establish his credibility as a candidate.

Question 12

The desk arrangement in your classroom can be studied as which pillar of rhetoric?
A) Text
B) Author
C) Audience
D) Decorum

Accepted Answer

The answer of The desk arrangement in your classroom can...

Question 13

Which company is known for its remarkably successful PR response to negative publicity generated by a tragic event?
A) Facebook
B) BP Oil
C) Tylenol
D) The Red Cross

Accepted Answer

Tylenol's response to the 1982 Chicago Tylenol murders, in which seven people died after taking cyanide-laced Tylenol capsules, is considered one of the most successful crisis management and PR campaigns in corporate history. The company immediately issued a nationwide recall, quickly collaborated with law enforcement, and introduced tamper-resistant packaging, which became the industry standard.

Question 14

Which Greek school of philosophy identified persuasion, with little regard for the truth, as the primary purpose of rhetoric?
A) Skepticism
B) Sophism
C) Cynicism
D) Hedonism

Accepted Answer

The school of philosophy that identified persuasion, with little regard for the truth, as the primary purpose of rhetoric is Sophism. Sophists were ancient Greek teachers of rhetoric and philosophy who emphasized the power of language and persuasion over objective truth. They believed that the goal of rhetoric was not to uncover truth, but to win arguments and persuade others.

Question 15

Even in a constantly changing media landscape, what remains the most important factor in successful persuasion?
A) Writing a clear thesis
B) Knowing how to use social media
C) Understanding the audience
D) Understanding the text

Accepted Answer

Understanding the audience is crucial in successful persuasion, regardless of the media platform being used. Without knowing the values, beliefs, and attitudes of the intended audience, it is difficult to create a message that will resonate with them and motivate them to take the desired action. While the other factors listed may be important, they rely on this foundational understanding of the audience to be effective.

Question 16

What were the other two main areas of classical learning in addition to rhetoric?
A) Public speaking and reasoning
B) Logic and grammar
C) Bantering and debating
D) Critical thinking and semantics

Accepted Answer

The other two main areas of classical learning in addition to rhetoric were logic and grammar. These three subjects were known as the trivium, which formed the foundation of medieval education. Bantering, debating, critical thinking, and semantics may all be related to or included in the study of rhetoric, but they were not considered separate areas of classical learning.

Question 17

What does ELM stand for?
A) Elocution Length Measurement
B) Elaboration Length Measurement
C) Elocution Likelihood Model
D) Elaboration Likelihood Model

Accepted Answer

ELM stands for Elaboration Likelihood Model. This model is a theory about how people process information and make decisions about attitudes, beliefs, and behaviors. The model suggests that people can process information through either a central or peripheral route, depending on their level of motivation and ability. The central route involves careful consideration and evaluation of arguments, while the peripheral route involves more superficial cues such as the attractiveness of the communicator or the emotional appeal of the message. Understanding the ELM can help communicators tailor their messages to be more effective in persuading their audience.

Question 18

What are the two main routes of persuasion in the ELM called?
A) Central and peripheral
B) Aortic and arterial
C) Primary and tertiary
D) Major and minor

Accepted Answer

The two main routes of persuasion in the ELM are called central and peripheral. The central route involves a deeper processing of the message, where the individual carefully considers and evaluates the arguments presented. The peripheral route involves more superficial processing, where the individual is persuaded by factors such as the speaker's credibility or attractive visuals.

Question 19

Research has shown that people are more likely to believe a news story they received from a __________ than from a __________.
A) social media platform; family member
B) family member; social media platform
C) friend; media organization
D) media organization; friend

Accepted Answer

The answer of Research has shown that people are more...

Question 20

Making sure that the public sees their clients in the most advantageous light is the goal of __________.
A) agenda setting
B) reputation management
C) astroturfing
D) behavioral targeting

Accepted Answer

Reputation management involves actively controlling and improving a company or individual's public perception, often through strategies like media relations, social media management, and crisis communications. It aims to ensure positive coverage and portray clients in the best possible light. Agenda setting is about the media's ability to influence what topics are important to the public, astroturfing refers to the practice of creating fake grassroots support for a particular issue, and behavioral targeting involves using data analysis to tailor advertising and marketing messages to specific individuals based on their past behavior. None of these options directly relate to managing public perception.

Quiz 9: Public Relations: Building Relationships With Strategic Communications

Advertising and public relations (PR) are linked by an emphasis on __________.

Public relations material is not purchased content but rather __________.

Selena is in the early stages of a PR campaign to increase positive awareness of a start-up bakery called Gluten-Free Goodies (GFG) . To demonstrate the effectiveness of her efforts at the next meeting with GFG executives, she can point to the number of __________.

The theory of __________ claims that most people act first and then rationalize their behavior second to make their actions consistent with self-perceived notions of who they are.

Delivering notices of layoffs via email rather than face to face involves a failure to identify __________.

"Can this message be crafted in such a way that encourages people to send the message to others in their social network?" is a question that would be asked in which activity?

Which ancient Greek philosopher identified three modes of persuasion that are still discussed today?

Factual arguments and supporting evidence are elements of an appeal to __________.

The first PR person on the board of a major public corporation, __________, was the vice president of public relations for AT&T from 1927 to 1946 and also helped create ethical guidelines for public relations.

The study of persuasive communication can be traced back to the ancient Greeks and their examination of __________.

When Justin begins his campaign speech for president of student council by stressing how many of his classmates turn to him for honest and helpful advice, he is making an appeal to __________.

The desk arrangement in your classroom can be studied as which pillar of rhetoric?

Which company is known for its remarkably successful PR response to negative publicity generated by a tragic event?

Which Greek school of philosophy identified persuasion, with little regard for the truth, as the primary purpose of rhetoric?

Even in a constantly changing media landscape, what remains the most important factor in successful persuasion?

What were the other two main areas of classical learning in addition to rhetoric?

What does ELM stand for?

What are the two main routes of persuasion in the ELM called?

Research has shown that people are more likely to believe a news story they received from a than from a .

Making sure that the public sees their clients in the most advantageous light is the goal of __________.