Public Relations: Ethics, History, and Tactics

Questions and Answers

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 ____.

astroturf lobbying

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?

Distortion of facts Signup and view all the answers

Which of the following is an example of an online PR tactic that is ethically questionable?

Secretly compensating bloggers with free gifts Signup and view all the answers

Why did Lee and Bernays' approach to public relations, which emphasized shaping the interpretation of facts, start supplanting the previous tactic of companies?

Muckraking reporters started digging into companies' promotional practices, and increasing literacy meant citizens were more informed. Signup and view all the answers

How did Ivy Ledbetter Lee help the reputation of the Rockefellers?

He distributed a series of 'fact sheets' to the press and publicized their charitable works. Signup and view all the answers

Who helped design a campaign for the American Tobacco Company to make smoking more publicly acceptable for women?

Edward Bernays Signup and view all the answers

Edward Bernays was the first person to apply the findings of psychology and sociology to public relations, referring to himself as a ____.

public relations counselor Signup and view all the answers

Journalists such as _____ worried that PR professionals had too much power over American public opinion.

Walter Lippmann Signup and view all the answers

Most PR work for companies and nonprofits is done ____.

in-house Signup and view all the answers

Burson-Marsteller and Hill & Knowlton are subsidiaries of which multinational holding company?

the WPP Group Signup and view all the answers

According to your textbook, which of the following is an advantage the Internet offers the PR industry?

Directly providing press releases to the public Signup and view all the answers

Why did the Federal Trade Commission create rules requiring bloggers to disclose connections to companies?

Bloggers appeared impartial in their endorsement of products but received gifts from companies for such posts. Signup and view all the answers

An example of a PR pseudo-event is ____.

press conference for the movie Pirates of the Caribbean II Signup and view all the answers

The derogatory term journalists use for PR professionals, 'flack' is derived from ____.

a military term that means an antiaircraft artillery shell or protective military jacket Signup and view all the answers

PR agents sometimes manipulate journalists by ____.

blocking press access to key company executives and promoting publicity as news. Signup and view all the answers

Which of the following is NOT a publication about the PR community?

PRSA Signup and view all the answers

Which of the following is NOT one of the core values of the PRSA Member Statement of Professional Values?

Interdependence Signup and view all the answers

Which PR firm did Nixon hire in 1974 to restore his post-presidency image?

Hill & Knowlton Signup and view all the answers

The total communication strategy used to reach and persuade an audience is called ____.

public relations Signup and view all the answers

John Burke, who promoted the Buffalo Bill show, was one of the first PR agents to ____.

use a variety of media channels Signup and view all the answers

Early press agents would advance their client's image primarily through what method?

stunts staged for newspapers Signup and view all the answers

Who taught the first public relations class?

Edward Bernays Signup and view all the answers

Today, there are _____ as many women as men in the field of PR.

three times Signup and view all the answers

Which of the following is a result of the growth of PR as a course of study in colleges and universities?

Rely less on reporters for its workforce Signup and view all the answers

What are earmarks?

spending directives slipped into bills to accommodate the interests of lobbyists Signup and view all the answers

What does a media relations specialist do?

Speaks on behalf of an organization and directs reporters to experts. Signup and view all the answers

How have PR professionals misused the Internet?

They have altered Wikipedia entries to benefit their clients. Signup and view all the answers

What was one result of the consumer movement?

Firms paid more attention to customers. Signup and view all the answers

What is one hiring trend within PR and news reporting?

Reporters often move into PR jobs. Signup and view all the answers

What is an element of economic professional friction between the news media and PR?

PR agents help companies 'promote as news what otherwise would have been purchased as advertising.' Signup and view all the answers

Journalists know that if they give a company, organization, or political candidate unfavorable coverage, the PR practitioners handling that account may retaliate by ____.

limiting access to that person or leaders of that group. Signup and view all the answers

The PRSA accredits ____.

PR agents and firms. Signup and view all the answers

What is one reason that the multibillion-dollar PR industry is somewhat invisible to the public?

The close relationship between the press and the PR professionals means that the press rarely investigates the PR industry. Signup and view all the answers

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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Description

Explore the evolution of public relations from its roots with muckrakers to contemporary PR tactics like astroturfing. Delve into key figures like Ivy Lee and Edward Bernays, ethical considerations, and the relationship between journalists and PR professionals. This quiz covers fundamental concepts and highlights the critical transition in the field of public relations.