Chapter 2

Question 1

What are the four models of PR?

Answer 1

1. Press agentry and publicity
2. Public information
3. Two-way asymmetrical communication
4. Two-way symmetrical communication

Question 2

The Press Agentry and Publicity Model

Answer 2

• Goal of getting audience’s attention.
• Represents the lowest ethical standards.
• Negative views and propaganda.
• Echoes the skepticism of the public.

Question 3

Public information

Answer 3

• Goal of providing truthful information.
• Serves as an internal journalist.
• Focuses on image and reputation.
• Creation of a press release.

Question 4

Two-way asymmetrical communication

Answer 4

• Lack of equal participation.
• Concerned as manipulative approach.
• Public relations counsel.
• Classic campaigns.

Question 5

Two-way symmetrical communication

Answer 5

• Cooperative, win-win outcome.
• Formal research into audience attitudes.
• Need of a new model.

Question 6

Arthur W. Page

Answer 6

the Page Principles

Question 7

Rex Harlow

Answer 7

Public Relations Society of America (PRSA)

Question 8

Betsy Plank

Answer 8

Public Relations Student Society of America (PRSSA)

Question 9

Contemporary leaders in PR

Answer 9

Harold Burson.
Richard Edelman.
Barri Rafferty.

Question 10

What Can Recent Campaigns Teach Us?

Answer 10

• Current definition of public relations.
• Creative, collaborative, and innovative.
• Traditional public relations still relevant.

Question 11

TODAY: The Press Agentry and Publicity Model:

Answer 11

• Integrated into current campaigns.
• More negative publicity.
• The Fyre festival.
• The Red Bull space jump.

Question 12

TODAY: The Public Information Model

Answer 12

• Transparent and upfront with audiences.
• Pepsi and Kendall Jenner.
• The Southwest Airlines crisis.

Question 13

TODAY: The Two-Way Asymmetrical Model

Answer 13

• LeBron James and the NBA.
• The Gary Vee and K-Swiss campaign.
• The World Egg Instagram campaign.

Question 14

TODAY: The Two-Way Symmetrical Model

Answer 14

The 2008 and 2016 presidential elections.

Question 15

Our Practices

Answer 15

• Misconceptions with PR functions.
• Strong stake in emerging technologies.
• Embracing new perspectives and ideas.-

Question 16

Our Research

Answer 16

• Understanding impact of new areas.
• Explore emerging challenges.
• Fear of change.
• New method and measurement approaches.

Question 17

Our Theories

Answer 17

• Predicts phenomena of interest.
• Evidence-based, scientific theories.
• Origin of theories.

Question 18

What are the four models of themes?

Answer 18

1. roles
2. Lines of communication
3. Message strategy
4. Behavioral intention

Question 19

3 page principles

Answer 19

1. manage for tomorrow
2. listen to the customer
3. conduct PR as if the whole company depends on it

Question 20

edward bernays

Answer 20

torches of freedom

Question 21

ivy lee

Answer 21

rockefeller