Exam 1

Question 1

Are gatekeepers used more in PR or advertising?

Answer 1

Used more in public relations bc they control access of what is published or broadcasted

Question 2

What are the advantages of using a PR firm

Answer 2

Objectivity, collaborative work, variety of skills and and expertise that you might not have

Question 3

Who are the gatekeepers PR people tend to work with?

Answer 3

Editors and reporters

Question 4

What’s the difference between proactive and reactive public relations

Answer 4

Proactive: encourages deliberate and planned strategic behavior
Reactive: crisis plan on organization and responds to events that have happened

Question 5

What is a spin and boundary spinning?

Answer 5

Spin- unethical or misleading tactics by politicians and campaigns, now refers to effort by PR people to find the positive side of a story
Boundary spinning-PR links organizations and public’s, in a second it spans the gap between the 2

Question 6

What is flack

Answer 6

The 1939 term that was once used as an acronym for a German anti aircraft gun. Journalists use for PR people

Question 7

Who said “if you lose money I will be understanding, if you lose my reputation I will be ruthless”

Answer 7

Warren Buffett

Question 8

What’s the difference between a spin doctor and a publicist

Answer 8

Publicists are also called press agents
They are concerned with getting with getting one PR task done which is to get publicity and getting stories into the media either by pitching traditional media by being gatekeepers or creating media by bypassing gatekeepers

Question 9

Difference between brand and reputation

Answer 9

Reputation- general opinion of an institution usually formed over a long period of time
Brand- refers to features that identify one sellers goods or services distinct from others

Question 10

What is propaganda

Answer 10

Originally had to do with the propagation of ideas values and beliefs
Aimed at Americans not the enemy
Came from the word propagate

Question 11

Understand the concept of framing

Answer 11

Refers to they way media and gatekeepers organize and present the events and issues they cover
Frames influence the perception of the news

Question 12

Who made cigarettes “torches of freedom” for American tobacco

Answer 12

Edward bernays

Question 13

Elmer Davis was known for what

Answer 13

Establishing voices of America to promote Americans position in WWII

Question 14

Who is known for the advancement of a pr counselor

Answer 14

Ivy Lee

Question 15

What does the term Engineering in the phrase engineering of consent referred to

Answer 15

Edward bernays believed that the consent of the people could be obtained through a persuasive program of public relations

Question 16

Pioneers of public relations

Answer 16

George creel encouraged support for WWI for conservation war bond purchases
Barnum is the patron saint of promoters
Lee created a declaration of principle which called for honest communication w the public on behalf of a client

Question 17

Understand the corporate PR battle over the adoption of a standard for electric systems in the U.S between Thomas Edison and George Westinghouse

Answer 17

Edison showed how strong and dangerous AC power was by electrocuting an elephant whereas Westinghouse publicized the advantages of AC power in a more appropriate fashion

Question 18

Pope Gregory XV is associated with which aspect of PR

Answer 18

Propaganda- he created the college of propaganda to spread the catholic faith around 1622

Question 19

Understand the surveillance function of media and the hypodermic needle theory and their differences

Answer 19

Also called magic bullet theory

States that mass media has a direct, immediate and powerful effect on an audience

Question 20

Which US president coined the term “muckraker”

Answer 20

Teddy Roosevelt

Question 21

Who was in charge of propaganda in PR for the US during WW1

Answer 21

The committee of public information

Question 22

Pathos

Answer 22

Appeal to emotion
Compelling images
Storytelling

Question 23

Logos

Answer 23

Appeal to reason
Valid logical argument
Invalid logical argument

Question 24

Ethos

Answer 24

Persuasive appeal to ones character
Source credibility
Can be transferred to another person, institution, or idea
The purpose of testimonials and endorsements
Expertise, sincerity, charisma,character

Question 25

What might be examples of controlled media

Answer 25

Apple
TXST
JP Morgan

Question 26

What is cognitive dissonance

Answer 26

Message containing information that conflicts with behavior or beliefs

Question 27

Difference between central and peripheral messages

Answer 27

Central- straightforward approach

Peripheral- entertaining message that people will notice even if they get less information from it