PUR3000 Exam 1 with 100% Correct
Answers
PRSA's crowdsourced definition of PR emphasizes that relationships between
organizations and their publics are - correct Answer-mutually beneficial relationships
Edward L. Bernays - correct Answer-Father of PR
Introduced the term "PR counsel."
"Torches of Freedom" -> Broke the taboo against women smoking in public (new
audience)
Distinguished PR from JOURN by embracing advocacy
Doris Fleischman - correct Answer-Ran Bernays firm with him
Counseled corporations, governments, & presidents
An early feminist who struggled with professional equality
Arthur W. Page - correct Answer-Corporate PR with AT&T
Utilized public opinion polling
Founded the Arthur W. Page Society
Joseph V. Baker - correct Answer-1st Black PR professional to gain national
prominence for blue chip accounts
Leone Baxter - correct Answer-Political PR
Formed 1st agency specializing in political campaigns with husband Clem Whitaker
6/80 campaigns won
can PR professionals be completely objective? - correct Answer-NO; PR professionals
care more about advocacy than objectivity
transperancy - correct Answer-disclosure and dissemination of information (BOTH PR &
JOURN)
objectivity - correct Answer-state of being free from the influence of personal feelings in
considering & representing facts (JOURN>PR)
advocacy (PR vs JOURN) - correct Answer-value in PRSA Code of Ethics
(PR>JOURN)
propaganda - correct Answer-controlling people through manipulation and distortion
(derives from the Catholic Church)
PR builds relationships through honest, transparent communication
, 4 PR models of communication - correct Answer-1. press agentry/publicity
2. public information
3. 2-way asymmetrical
4. 2-way symmetrical
1. Press Agentry/Publicity - correct Answer-Oldest model
The main goal is to get positive publicity (propaganda)
Exaggerated & attention-getting
Not very ethical
Ex: IHop -> IHob (B for burgers) or P.T. Barnum
2. public information - correct Answer-Used to disseminate information to publics
Info is neutral (fact-driven and truthful)
Info is made available to anyone interested
Ex: Lee's press release
2 way assymetrical model - correct Answer-Research used to learn about the needs of
publics (feedback)
Research results are used to negotiate with publics
Persuasion to change attitudes
Ex: Bernays "Torches of Freedom" or "Bacon-and-eggs study."
2 way symmetrical model - correct Answer-Research used to learn about the needs of
publics (feedback)
Research results used to negotiate with publics
Org. is prepared to change its own behavior to create a win-win situation
Ex: Ford Motor Co. with safety features
Which theorists' research found that the 2-way symmetrical model "almost always could
increase contribution of PR to organizational effectiveness." - correct Answer-Grunig &
Grunig
major motivations for PR - correct Answer-recruitment, legitimacy, agitation, advocacy,
profit
recruitment - correct Answer-F2F visits, meetings & events + social media
Volunteers for nonprofits
New member for political orgs
New hires for corps
New students for colleges & universities
legitimacy - correct Answer-front-page story, appearance on a show, big social media
following = instant legitimacy
Algorithms that take into account what users are searching for
Answers
PRSA's crowdsourced definition of PR emphasizes that relationships between
organizations and their publics are - correct Answer-mutually beneficial relationships
Edward L. Bernays - correct Answer-Father of PR
Introduced the term "PR counsel."
"Torches of Freedom" -> Broke the taboo against women smoking in public (new
audience)
Distinguished PR from JOURN by embracing advocacy
Doris Fleischman - correct Answer-Ran Bernays firm with him
Counseled corporations, governments, & presidents
An early feminist who struggled with professional equality
Arthur W. Page - correct Answer-Corporate PR with AT&T
Utilized public opinion polling
Founded the Arthur W. Page Society
Joseph V. Baker - correct Answer-1st Black PR professional to gain national
prominence for blue chip accounts
Leone Baxter - correct Answer-Political PR
Formed 1st agency specializing in political campaigns with husband Clem Whitaker
6/80 campaigns won
can PR professionals be completely objective? - correct Answer-NO; PR professionals
care more about advocacy than objectivity
transperancy - correct Answer-disclosure and dissemination of information (BOTH PR &
JOURN)
objectivity - correct Answer-state of being free from the influence of personal feelings in
considering & representing facts (JOURN>PR)
advocacy (PR vs JOURN) - correct Answer-value in PRSA Code of Ethics
(PR>JOURN)
propaganda - correct Answer-controlling people through manipulation and distortion
(derives from the Catholic Church)
PR builds relationships through honest, transparent communication
, 4 PR models of communication - correct Answer-1. press agentry/publicity
2. public information
3. 2-way asymmetrical
4. 2-way symmetrical
1. Press Agentry/Publicity - correct Answer-Oldest model
The main goal is to get positive publicity (propaganda)
Exaggerated & attention-getting
Not very ethical
Ex: IHop -> IHob (B for burgers) or P.T. Barnum
2. public information - correct Answer-Used to disseminate information to publics
Info is neutral (fact-driven and truthful)
Info is made available to anyone interested
Ex: Lee's press release
2 way assymetrical model - correct Answer-Research used to learn about the needs of
publics (feedback)
Research results are used to negotiate with publics
Persuasion to change attitudes
Ex: Bernays "Torches of Freedom" or "Bacon-and-eggs study."
2 way symmetrical model - correct Answer-Research used to learn about the needs of
publics (feedback)
Research results used to negotiate with publics
Org. is prepared to change its own behavior to create a win-win situation
Ex: Ford Motor Co. with safety features
Which theorists' research found that the 2-way symmetrical model "almost always could
increase contribution of PR to organizational effectiveness." - correct Answer-Grunig &
Grunig
major motivations for PR - correct Answer-recruitment, legitimacy, agitation, advocacy,
profit
recruitment - correct Answer-F2F visits, meetings & events + social media
Volunteers for nonprofits
New member for political orgs
New hires for corps
New students for colleges & universities
legitimacy - correct Answer-front-page story, appearance on a show, big social media
following = instant legitimacy
Algorithms that take into account what users are searching for
