Podcast
Questions and Answers
Which two factors created the need that helped usher in public relations as a profession in the early twentieth century?
Which two factors created the need that helped usher in public relations as a profession in the early twentieth century?
- Social media growth
- Muckrakers (correct)
- Television advertising
- The rise of labor unions (correct)
A public relations tactic that tries to make a corporate message seem like it's coming from a spontaneous public grassroots movement is called ____.
A public relations tactic that tries to make a corporate message seem like it's coming from a spontaneous public grassroots movement is called ____.
astroturf lobbying
Public relations pioneers Ivy Ledbetter Lee and Edward Bernays shared what perspective about public opinion?
Public relations pioneers Ivy Ledbetter Lee and Edward Bernays shared what perspective about public opinion?
It could be shaped and was often irrational.
Which is NOT a factor that shapes the relationship between public relations practitioners and journalists?
Which is NOT a factor that shapes the relationship between public relations practitioners and journalists?
Which of the following is an example of an online PR tactic that is ethically questionable?
Which of the following is an example of an online PR tactic that is ethically questionable?
Why did Lee and Bernays' approach to public relations, which emphasized shaping the interpretation of facts, start supplanting the previous tactic of companies?
Why did Lee and Bernays' approach to public relations, which emphasized shaping the interpretation of facts, start supplanting the previous tactic of companies?
How did Ivy Ledbetter Lee help the reputation of the Rockefellers?
How did Ivy Ledbetter Lee help the reputation of the Rockefellers?
Who helped design a campaign for the American Tobacco Company to make smoking more publicly acceptable for women?
Who helped design a campaign for the American Tobacco Company to make smoking more publicly acceptable for women?
Edward Bernays was the first person to apply the findings of psychology and sociology to public relations, referring to himself as a ____.
Edward Bernays was the first person to apply the findings of psychology and sociology to public relations, referring to himself as a ____.
Journalists such as _____ worried that PR professionals had too much power over American public opinion.
Journalists such as _____ worried that PR professionals had too much power over American public opinion.
Most PR work for companies and nonprofits is done ____.
Most PR work for companies and nonprofits is done ____.
Burson-Marsteller and Hill & Knowlton are subsidiaries of which multinational holding company?
Burson-Marsteller and Hill & Knowlton are subsidiaries of which multinational holding company?
According to your textbook, which of the following is an advantage the Internet offers the PR industry?
According to your textbook, which of the following is an advantage the Internet offers the PR industry?
Why did the Federal Trade Commission create rules requiring bloggers to disclose connections to companies?
Why did the Federal Trade Commission create rules requiring bloggers to disclose connections to companies?
An example of a PR pseudo-event is ____.
An example of a PR pseudo-event is ____.
The derogatory term journalists use for PR professionals, 'flack' is derived from ____.
The derogatory term journalists use for PR professionals, 'flack' is derived from ____.
PR agents sometimes manipulate journalists by ____.
PR agents sometimes manipulate journalists by ____.
Which of the following is NOT a publication about the PR community?
Which of the following is NOT a publication about the PR community?
Which of the following is NOT one of the core values of the PRSA Member Statement of Professional Values?
Which of the following is NOT one of the core values of the PRSA Member Statement of Professional Values?
Which PR firm did Nixon hire in 1974 to restore his post-presidency image?
Which PR firm did Nixon hire in 1974 to restore his post-presidency image?
The total communication strategy used to reach and persuade an audience is called ____.
The total communication strategy used to reach and persuade an audience is called ____.
John Burke, who promoted the Buffalo Bill show, was one of the first PR agents to ____.
John Burke, who promoted the Buffalo Bill show, was one of the first PR agents to ____.
Early press agents would advance their client's image primarily through what method?
Early press agents would advance their client's image primarily through what method?
Who taught the first public relations class?
Who taught the first public relations class?
Today, there are _____ as many women as men in the field of PR.
Today, there are _____ as many women as men in the field of PR.
Which of the following is a result of the growth of PR as a course of study in colleges and universities?
Which of the following is a result of the growth of PR as a course of study in colleges and universities?
What are earmarks?
What are earmarks?
What does a media relations specialist do?
What does a media relations specialist do?
How have PR professionals misused the Internet?
How have PR professionals misused the Internet?
What was one result of the consumer movement?
What was one result of the consumer movement?
What is one hiring trend within PR and news reporting?
What is one hiring trend within PR and news reporting?
What is an element of economic professional friction between the news media and PR?
What is an element of economic professional friction between the news media and PR?
Journalists know that if they give a company, organization, or political candidate unfavorable coverage, the PR practitioners handling that account may retaliate by ____.
Journalists know that if they give a company, organization, or political candidate unfavorable coverage, the PR practitioners handling that account may retaliate by ____.
The PRSA accredits ____.
The PRSA accredits ____.
What is one reason that the multibillion-dollar PR industry is somewhat invisible to the public?
What is one reason that the multibillion-dollar PR industry is somewhat invisible to the public?
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Study Notes
Factors Leading to Public Relations Profession
- Emergence driven by muckrakers exposing issues and the rise of labor unions demanding better treatment.
PR Tactics
- Astroturf lobbying simulates grassroots movements to convey corporate messages as organic.
Perspectives on Public Opinion
- Pioneers Ivy Lee and Edward Bernays believed public opinion could be shaped and was often irrational.
Journalist-PR Relations
- A misconception: shared belief that facts can be distorted to serve a cause is not a factor shaping the journalist-PR relationship.
Ethical Concerns in Online PR
- Compensation of bloggers with gifts for favorable reviews raises ethical questions in PR practices.
Evolution of PR Practices
- Shift from misleading tactics to shaping factual interpretations occurred due to muckraking journalism and increased literacy.
Ivy Lee's PR Strategies
- Improved Rockefellers' image via fact sheets, promotion of charitable works, staged photo ops, and community engagement efforts.
Edward Bernays' Contributions
- Designed campaigns to make smoking acceptable among women, applying psychological insights to public relations.
Role of Psychology in PR
- Edward Bernays introduced psychology and sociology concepts, branding himself a public relations counselor.
Concerns Over PR Influence
- Journalist Walter Lippmann expressed worries about the significant influence PR professionals have over public opinion.
In-House PR Work
- Most public relations tasks for companies and nonprofits are conducted internally.
Major PR Firms
- Burson-Marsteller and Hill & Knowlton are affiliated with the multinational holding company WPP Group.
Internet's Impact on PR
- Company websites allow for direct public dissemination of press releases, bypassing traditional media filters.
FTC Regulations on Bloggers
- Federal Trade Commission established rules to ensure bloggers disclose company relationships to combat perceived impartiality.
PR Pseudo-Events
- Events like press conferences for movie launches exemplify PR pseudo-events aimed at generating publicity.
Terminology in PR
- The term "flack," derogatorily used for PR professionals, originates from military language referring to protective gear and artillery.
Manipulation Techniques in PR
- Strategies include limiting access to executives, prioritizing select journalists, and promoting favorable narratives as news.
Publications in PR Community
- PRSA is not categorized as a publication specifically about the PR community.
PRSA Core Values
- Interdependence is not recognized as a core value in the PRSA Member Statement of Professional Values.
Nixon's PR Image Restoration
- Hill & Knowlton hired by Nixon in 1974 to rehabilitate his image post-presidency.
Comprehensive Communication Strategy
- Public relations embodies the total strategy aimed at persuading an audience.
Early PR Agents' Methods
- Pioneers like John Burke advanced client images primarily through theatrical stunts for media visibility.
Edward Bernays' Teaching
- He pioneered public relations education by teaching the first formal class in the field.
Gender Representation in PR
- Currently, the number of women in PR roles is three times that of men.
Academic Influence on PR Workforce
- Growth of PR as an academic discipline has led to a reduced reliance on reporters for industry personnel.
Earmarks in Lobbying
- Directed spending in legislative bills serve the interests of lobbyists.
Media Relations Specialist Role
- Responsibilities include representation of organizations, directing reporters to experts, and managing crisis communications.
Internet Misuse in PR
- Instances of PR professionals altering Wikipedia content to advantage their clients have been reported.
Consumer Movement's Impact
- Increased emphasis on customer feedback and relations from firms is a direct outcome of the consumer movement.
Career Trends in PR
- Journalists frequently transition into roles within public relations.
Economic Tensions in Media-PR Relations
- Economic friction arises when PR agencies market clients' promotions as news, which would otherwise be treated as advertising.
Access Limitations as Retaliation
- Journalists face potential backlash in the form of limited access to sources for unfavorable coverage.
Accreditation in PR
- The PRSA provides accreditation for public relations agents and firms.
Visibility of the PR Industry
- The strong alliance between media and PR practitioners contributes to the industry's relative invisibility to the public.
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