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Communication
Q:
The phony grassroots public-affairs campaigns engineered by public relations firms are known as ________________________ lobbying.
Q:
When Michaela is not asked to interview for the part-time job she wants at her favorite store, she says, "I guess it's all about who you know and not what you know." Michaela's perception can be attributed to the self-serving bias.
A) True
B) False
Q:
Attributing the success of a rival team to the referees making bad calls during the game may be an example of the fundamental attribution error influencing our perception.
A) True
B) False
Q:
When celebrities or officials create situations solely to attract press attention and publicity, this is called a/an ________________________.
Q:
The visual counterpart of the press release for television news is the _____________________.
Q:
A teenage basketball player who purchases the shoes his favorite professional athlete endorses is probably making this choice because of the fundamental attribution error.
A) True
B) False
Q:
Imagine that your mother watched a horror film in which young people visiting a foreign country are abducted and killed. You tell her that you are interested in studying abroad next term and she begins to fret that something terrible will happen to you. Her perceptual challenge is caused by undue influence.
A) True
B) False
Q:
In advertising and public relations, ________________________ is a communication strategy that tries to manipulate public opinion to gain support for a special issue, program, or policy, such as a nation's war effort.
Q:
________________________ was the first person to apply findings from psychology and sociology to public relations.
Q:
Selective perception is a challenge to our perception but is also usually active, critical thought.
A) True
B) False
Q:
________________________ was the practice of giving reporters free rail passes with the tacit understanding that they would write glowing reports about rail travel.
Q:
Researchers have found that reduced cognitive activity is a common sign of selective perception.
A) True
B) False
Q:
When Bo gets in line to use the cash machine, he would use a schema to make choices about behaviors such as where to stand, where to look, and what to say.
A) True
B) False
Q:
The earliest public relations practitioner was the ________________________, who sought to advance a client's image through media exposure.
Q:
According to the textbook, which of the following is not a potential problem for a democratic society posed by the practice of modern public relations?
A) There is often little knowledge of behind-the-scenes public relations efforts.
B) Coverage gained through public relations efforts can get unwarranted credibility as news as opposed to identifiable advertising.
C) Spin doctors can reshape a politician's image until it bears little resemblance to reality.
D) Debate over key policy issues, such as going to war, can become exercises in public manipulation instead of public information.
E) There is a growing effort by major news organizations to carefully fact-check political advertising and expose lies and half-truths.
Q:
The PRSA is ______.
A) a specialized area within PR
B) a division of the Center for Media and Democracy
C) the internal watchdog group for PR
D) a group that shapes the public agenda for private interests
E) None of the options is correct.
Q:
We are presented with so much detailed information that it would be difficult to make sense of it all if we didn't have schema to organize our perceptions.
A) True
B) False
Q:
Provide a brief example of self-disclosure.
Q:
Define self-disclosure.
Q:
Which of the following is not true about PR?
A) It tends to borrow a "neutral" voice from reporters or public officials.
B) Journalism and PR have a symbiotic relationship with each other.
C) Press releases are one of the common types of corporate PR.
D) PR tries to shape the public agenda for private interests.
E) PR ultimately has little influence on news content.
Q:
A journalist might be likely to criticize public relations professionals for ______.
A) providing a useful press release for an upcoming event
B) only letting reporters sympathetic to the goals of an embattled company interview that company's president
C) helping them find experts to interview
D) giving a full and detailed account of the facts surrounding an issue
E) None of the options is correct.
Q:
When we evaluate our expectations, execution, and the outcomes of our behavior in a communication encounter, we may experience a sense of self-actualization, self-adequacy, or self-denigration. Define each of these three evaluations.
Q:
The claim that PR encourages reporter laziness is based on the fact that PR firms ______.
A) strictly control access to news sources
B) seduce reporters with bribes, liquor, free tickets, and other freebies
C) play on reporters' egos by praising them for superficial work
D) provide reporters with press releases and tips that can easily be turned into news stories
E) All of the options are correct.
Q:
The ability to predict actual success in a communication context from our self-concept is referred to as _____________.
Q:
The term flack is a derogatory term ______.
A) coined by journalists to describe PR agents
B) coined by PR professionals to describe their clients
C) coined by PR professionals to describe journalists
D) coined by journalists to describe the people that PR agents protect
E) None of the options is correct.
Q:
In your own words, describe social comparison theory.
Q:
Which of the following demonstrates why the 1982 tragedy involving someone tampering with Tylenol packages and lacing them with poison is often given as an example of the correct way to handle public relations during a crisis?
A) Tylenol successfully shifted blame by telling lies to cast suspicion on competitors.
B) Tylenol changed its name in order to avoid any lingering negative publicity.
C) Tylenol underestimated the number of contaminated bottles and still managed to get the public to sympathize with the company.
D) Tylenol offered full disclosure of the problem to the press, recalled its products nationwide, and set up emergency phone lines to take calls from consumers and health care providers.
E) None of the above options is correct.
Q:
In your own words, describe the difference between self-concept and self-esteem.
Q:
Provide an example of indirect evidence that has affected your self-concept.
Q:
How did BP respond to the Deepwater Horizon disaster of 2010?
A) The chairman referred to the "small people" of the Gulf region.
B) They underestimated the amount of oil leaking.
C) They vowed to pay the cost of cleanup.
D) They created a TV commercial campaign to communicate their cleanup efforts.
E) All of the options are correct.
Q:
A public relations firm looking to make full use of the Internet can ______.
A) encourage clients to use social media tools like Facebook and Twitter to interact with audiences
B) edit Wikipedia entries for its client's benefit
C) hire apparently independent bloggers to promote products
D) create a blog where corporate executives can report company news and share their own observations
E) All of the options are correct.
Q:
Define self-concept.
Q:
An example of a way the Internet can make a PR practitioner's job harder is that the public can see ______.
A) a promotional video highlighting a company's products
B) a video that went viral of restaurant employees allegedly contaminating food
C) press releases without journalistic filters
D) flattering bios of company officials on a Web site
E) All of the options are correct.
Q:
Why did the Federal Trade Commission set new rules about PR blogging in 2009?
A) It was concerned about the use of sexually explicit images.
B) It was worried about company representatives altering Wikipedia entries.
C) It was concerned about "mom bloggers" offering advice about consumer products while secretly getting money and gifts from the companies they reviewed.
D) It didn't like the fact that some companies had Facebook pages.
E) It was concerned that some politicians were using social media like Twitter to seem more warm and friendly when they were really cold and distant.
Q:
Provide an example of a stereotype that people often have of police officers.
Q:
Which statement about the relationship between public relations and social media sites is true?
A) Corporate executives can cast themselves in a friendly role by sharing professional and personal observations.
B) Politicians strictly avoid using services like Twitter because of the chance of saying something damaging.
C) Facebook doesn't allow companies or politicians to have their own pages.
D) Wikipedia encourages PR firms to modify entries for their clients' benefit.
E) None of the above options is correct.
Q:
Define the term stereotype.
Q:
Describe the fundamental attribution error.
Q:
Which of the following is a benefit of placing press releases, social media releases, VNRs, images, executive bios, and other information on a company Web site?
A) It prevents the public from getting too interested in a company.
B) It helps the company keep its information private.
C) It removes some of the barriers between an organization and the groups that PR professionals ultimately want to reach.
D) It leads to less press coverage in the event of a company PR crisis.
E) All of the options are correct.
Q:
What did the California Center for Public Health Advocacy hire a PR firm to help them do?
A) Pass legislation banning soda and junk food from public schools
B) Pass legislation banning smoking in restaurants
C) Pass legislation requiring thirty minutes of exercise a day
D) Pass legislation banning the sale of foie gras
E) None of the options is correct.
Q:
Define the term attribution.
Q:
What theory explains why others may become more physically attractive to us after we have had positive social interactions with them?
Q:
Astroturf lobbying is ______.
A) an illegal fund-raising effort
B) a sports-centered PR event
C) any activity held for the purpose of getting coverage in the media
D) a phony grassroots public-affairs campaign
E) the misrepresentation of a candidate's stance on an issue during a political campaign
Q:
Provide a brief example to illustrate how mindlessness can negatively influence our perception.
Q:
Briefly state why mindless perception might be described as a benefit to a communicator.
Q:
Which of the following refers to the process of attempting to influence the voting of lawmakers to support a company's or an organization's best interests?
A) Lobbying
B) Deadheading
C) Outsourcing
D) Cultivation
E) Promotions
Q:
List and define three of the four challenges we face when using schemas.
Q:
When companies host plant tours, donate money to charity, and support festivals, these are examples of ______.
A) astroturf lobbying
B) social media relations
C) community and consumer relations
D) deadheading
E) media relations
Q:
One of the most successful pseudo-events in recent years was the ______.
A) P. T. Barnum publicity stunts
B) publication of Unsafe at Any Speed
C) elephant march across the Brooklyn Bridge
D) Felix Baumgartner's free dive from the stratosphere
E) first press conference held by Theodore Roosevelt
Q:
Briefly describe three elements of your schema for how people will behave in a college classroom.
Q:
A pseudo-event is ______.
A) an unexpected and unplanned event
B) an exclusive gathering for society's most fashionable people
C) any activity held for the sole purpose of getting media coverage
D) any illegal fund-raising circumstance
E) any political event that occurred during the Cold War
Q:
Describe how using schemas assists us in the perception process.
Q:
Unlike publicity, which is sometimes outside a PR agency's control, ______ may help to focus a complex issue or a client's image.
A) VNRs
B) press releases
C) paid advertising
D) a pseudo-event
E) None of the options is correct.
Q:
Define the term schema.
Q:
Video news releases are ______.
A) public service announcements (PSAs)
B) aired by TV stations as part of their requirement to serve the public interest
C) produced by PR agencies and companies for use in TV newscasts
D) eagerly accepted by TV news departments, especially in large markets
E) None of the above options is correct.
Q:
Briefly describe the process of selecting information as a step in the perception process.
Q:
The act of revealing information about ourselves to others is called
A) self-monitoring.
B) self-fulfilling prophecy.
C) self-presentation.
D) self-disclosure.
Q:
Usually, the more closely a press release resembles ______, the more likely it is to be used.
A) actual news copy
B) a VNR
C) other press releases
D) a PSA
E) a pseudo-event
Q:
Small media companies often use press releases verbatim because ______.
A) larger PR firms have more control over them
B) they have limited editorial resources
C) press releases always contain reliable information
D) a larger company's press release contains the most original ideas
E) All of the options are correct.
Q:
What, according to your text, is true of low self-monitors?
A) They lack self-esteem.
B) They have positive self-esteem.
C) They think that controlling their communication style would be false.
D) They implement situation-appropriate communication.
Q:
Which of the following activities do PR professionals often handle for their clients?
A) Manage trade shows
B) Conduct historical tours
C) Appear on news programs
D) Produce employee newsletters
E) All of the options are correct.
Q:
Intentional communication designed to show elements of our self for strategic purposes is referred to as
A) self-monitoring.
B) self-fulfilling prophecy.
C) self-presentation.
D) self-disclosure.
Q:
Joe watches other people's nonverbal behavior carefully for cues to what topics they find interesting and what personality traits they consider desirable, and he modifies his behavior in order to create a positive impression on them. We would refer to Joe as a person who
A) has low self-esteem.
B) is a high self-monitor.
C) has low self-efficacy.
D) has low self-monitoring skills.
Q:
The targeted audience of public relations is ______.
A) consumers and the general public
B) shareholders
C) company employees
D) government agencies
E) All of the options are correct.
Q:
When you feel as though you have negotiated a communication situation as well as you possibly could, you experience
A) self-presentation.
B) self-denigration.
C) self-adequacy.
D) self-actualization.
Q:
Communication strategically placed, either as advertising or as publicity, to gain support for a special issue, program, or policy is known as ______.
A) a public service announcement
B) lobbying
C) a pseudo-event
D) improper-ganda
E) propaganda
Q:
Which statement best describes the current state of the public relations industry?
A) There are over 7,000 public relations firms in the United States alone.
B) There are thousands of corporate, government, and nonprofit organizations that have their own PR departments.
C) A good deal of the money and power in the PR field flows through a handful of major multinational holding companies that often own several PR agencies.
D) Most independent public relations firms operate on a local or regional level.
E) All of the options are correct.
Q:
Because she believes she is no good at speaking in public, Deanna puts off choosing and researching her topic and doesn't have adequate time to prepare and practice for her presentation. Ultimately, she earns a failing grade on her speech and walks away with her perception confirmed: she's just not a good speaker. Unfortunately, Deanna's _____________ set her up for failure.
A) self-esteem
B) self-concept
C) self-fulfilling prophecy
D) self-denigration
Q:
Journalists like Walter Lippmann worried that ______.
A) they would lose their jobs to slick and savvy PR professionals
B) PR professionals lacked the professional detachment of journalists and held too much power over American public opinion
C) PR professionals would obstruct journalists' access to people in power, like politicians and company presidents
D) PR professionals were laughing at the "poor journalists"
E) All of the options are correct.
Q:
Jim chooses to invite two people he met in his English class over to watch a movie instead of going to a larger party with his fraternity brothers. He says, "I feel like I'm better one-on-one than I am in big groups." Jim's decision is based on his sense of
A) self-esteem.
B) self-actualization.
C) self-worth.
D) self-efficacy.
Q:
Which of the following terms refers to the way a person feels about himself or herself?
A) self-concept
B) self-esteem
C) self-efficacy
D) self-actualization
Q:
Our tendency to internalize our admiration for film and TV stars, models, famous athletes, and political figures by comparing what we like about them to our own self-concept is addressed by which of the following theories?
A) social comparison theory
B) self-efficacy theory
C) media interaction theory
D) social penetration theory
Q:
The first textbook for public relations, Crystallizing Public Opinion, was written by ______.
A) Ivy Ledbetter Lee
B) John Burke
C) Walter Lippmann
D) Edward Bernays
E) P. T. Barnum
Q:
Edward Bernays ______.
A) called himself a public relations counselor
B) helped to end a taboo against women's smoking in public
C) taught the first college class in public relations
D) developed propaganda to support America's entry into World War I
E) All of the options are correct.
Q:
While getting ready to go out for a night on the town, your roommate says, "You have a really great sense of style; you make any outfit look great." This compliment serves as _____________, which you may choose to incorporate into your self-concept.
A) self-actualization
B) self-esteem
C) direct evidence
D) indirect evidence
Q:
Which of the following is not true about Ivy Ledbetter Lee, one of the founders of modern public relations?
A) He wrote the first college textbook on public relations.
B) He worked as a reporter.
C) He argued that an open relationship between business and the press would lead to a better public image.
D) He thought facts were important, but also elusive and malleable.
E) He helped clients repair tarnished images with photo opportunities and well-publicized acts of philanthropy.
Q:
Your awareness and understanding of who you are, as interpreted and influenced by your thoughts, actions, abilities, values, goals, and ideals, is referred to as your
A) self-esteem.
B) self-concept.
C) self-actualization.
D) self-efficacy.
Q:
Edward Bernays, who authored the first PR textbook, is more generally known for which of the following?
A) Being the first to send exaggerated stories to the press about his clients and to use gossip and rumor as part of his campaigns
B) Staging the Boston Tea Party as the first PR event, using costumed protesters to add controversy to the political statement
C) Being the first to use social science research and psychology to stage events that associated a product with a particular attitude
D) Arguing that PR is about coercion, not consent
E) Being the first to warn the public about the dangers of smoking tobacco
Q:
Homophobia is an example of ___________ based on negative _____________ about gay and lesbian people.
A) selective perception, stereotypes
B) stereotypes, interactions
C) prejudice, stereotypes
D) racism, schemas
Q:
Which of the following figures did not play a role in the early development of public relations?
A) Edward R. Murrow
B) John Burke
C) William "Buffalo Bill" Cody
D) "Poison Ivy" Lee
E) P. T. Barnum