Public Relations

Question 1

Who were the 1st PR professionals?

Answer 1

press agents: the earliest public relations practitioners, who sought to advance their clients’ images through media exposure

Question 2

Who is Ivy Ledbetter Lee?

Answer 2

one of the founders of modern public relations, that counseled his corporate clients into using honesty and directness as PR devices instead of more deceptive practices

Question 3

What is a pseudo event?

Answer 3

a term used by historian Daniel Boorstin to describe the continued(deliberate) nature of media events(any circumstance created for the sole purpose of gaining coverage in the media)

Question 4

What is propaganda?

Answer 4

communication strategically placed, either as advertising or as publicity, to gain public support for a special issue, program or policy

Question 5

Who is Edward Bernays?

Answer 5

he was the first person to apply the findings of sociology and psychology to public relations

Question 6

What is a VNR?

Answer 6

(a classic third party tactic) where a video segment created by a PR firm and given to local news to broadcast/distribute during local airtimes/publications
–its an attempt to shape public opinion

Question 7

What is the definition of public relations?

Answer 7

the practice of managing communication between an organization and its publics

Question 8

What are the two guiding principles of PR?

Answer 8

1. advocacy–> serve the public interest as client advocates and provide a voice in the marketplace of ideas to inform the public for clients
2. honesty–> adhere the highest standards in truth while advancing client interests

Question 9

What are the 5 PR efforts?

Answer 9

1. Media relation(writing a news release)
2. lobbying(to affect policy)
3. community relations(build positive ties with the community)
4. employee relations(internal PR)
5. fundraising(using PR to gain money for your company)

Question 10

What is the 3rd party tactic?

Answer 10

the use of a third party to communicate a PR message in order to achieve the goals of the client

Question 11

What are the 5 image repair strategies?

Answer 11

according to Benoit:
1. Denial of Accusation
2. Evading of Responsibility
3. reducing offensiveness
4. offering corrective actions
5. apologizing

Question 12

What is “The Word Lab”?

Answer 12

a profile of Luntz written by Journalist Lemann, that explains how Luntz was able to skew the public against “estate tax” by naming it “death tax”

Question 13

How have marketers fought political ad fatigue?

Answer 13

they’ve had to get more creative by using “narrow casting,” which is reaching out to voters on a one-on-one basis, using profiles in order to reach individuals on a more personal basis