JOU 145 FINAL EXAM- PUBLIC RELATIONS
PART I SELECT ONLY ONE OF THE TWO BELOW ESSAYS
OPTION A
Early in the Semester, you were given James Grunig’s below Four Models of Public Relations and they are posted on Blackboard. They are: Press Agentry/Publicity; Public Information; Two-Way Asymmetrical; and, Two-Way Symmetrical. Their characteristics are listed in the below chart. Under which structure would you rather work and why?
Secondly, you heard three guest speakers–Alexandra Gratereaux, Norma Stanley and Colin DeVries. One works for various media and non-profit communications companies, the other later in her career created her own company, EEE Communications, and the last works for a large, non-profit health institution. Under which model does each of them work? Write a sentence or two for each speaker about why you think so.
Finally, in terms of persuasion models, on Blackboard posted a vile Nazi rally of 20,000 Americans held in Madison Square Garden in 1939 led by Fritz Julius Kuhn
https://www.youtube.com/watch?v=eq9yst4W-6c . Which of these four models of communication was Kuhn using? In so doing, you may also delineate the difference between Propaganda and Public Relations.
PART I Essay Option B
Worth a Potential of Thirty Points
While Elon Musk’s disastrous takeover of Twitter has dominated the headlines in recent weeks, we’re keeping a close eye on Meta. Why?
The above passage calling for users to sign a petition has enjoyed wide circulation on the Internet. A larger, more comprehensive approach would be to construct a long-term PR plan to achieve the goal of banning Trump from some social media forms.
Write TWO or THREE PARAGRAPHS describing your PR plan to achieve these goals far beyond the petition approach described above.
ALSO, write ANOTHER TWO OR THREE paragraphs describing what you would do for a client for the OPPOSITE SIDE that wants Trump reinstated so he can regain his First Amendment privileges.
In an additional last paragraph following your paragraphs that reveal your plans on BOTH SIDES, will be a reflective one (not necessary pro or con) addressing the limits of Trump’s First Amendment Rights.
Part II Short Answer/ Identification. Select any ten. Worth three points each.
The differences between Marketing, Public Relations and Advertising Public Opinion.
Audience and Spectators as they differ from Publics
Who was Edward Bernays’ Uncle and why is this important?
What is the main statement of Christopher Lasch’s article titled “Journalism, Publicity and the lost Art of Argument”?
Name four publics who might be targeted in an internal employee communications program.
Name four community publics who might be targeted in an external communications program.
Define “Media Relations” and record the goal of Media Relations.
List four criteria of professionalism.
What is the relationship between lobbying and public relations? Also, in which venerated document is lobbying sanctioned?
What is the name of the first female Presidential Press Secretary and what kind of public relations did Dr. Bird argue that she was attempting to do on The Late Show with David Letterman?
What type of news approach, Dr. Bird argued, was present in the post 9/11 Fox news video clip, “Rudy the Rock”?
List two kinds of public relations demonstrated in the FEDEX name change video clip. Name at least two targeted audiences.
According to your text, what is the relationship of ancient pyramids and statues to public relations?
What was the relationship between the consumer movement and Ralph Nadar to public relations?
According to Dr. Bird, what did the press spokesman for Swissair do so well in regards to the ensuing news coverage of the airline crash?
(Directly from your reading) A news release should contain only _________ information. It should not be a thinly disguised advertisement for your organization. A good news release has a ______ _____ ; that is, journalsts and bloggers read it and quickly see that the information it contains is relevant to their readers, listeners or viewers.
Part III T/F, MC SELECT THE BEST OPTION FOR All. Worth two points each
(T/F) Radio serves small, highly targeted audiences, which makes it an excellent advertising medium for many kinds of public relations, specialized products and services
A prepared handout provided to reporters in electronic form, video or on paper by an organization to summarize the “official” version of an event or situations is __________.
Spot news b. Continuing news c. News Release d. Developing News
(T/F) Professional public relations practitioners are often people whose education and perhaps prior employment has been in a field in which writing and producing other forms of messages have been major focuses.
(T/F) A public relations campaign is an organized way of communicating carefully designed messages with specific meanings to target audiences that are important to the client.
The relationship between public relations and media is_______________: that is, depends on the other.a.) symbiotic b) problematic c) entertaining e.) nonexistent
6. The practice of influencing legislators to introduce or vote for measures favorable to the interests represented is called: a. editorializing b. lobbying c. marketing d. strategizing
7.. The use of messages designed to limit the negative consequences of some kind of crisis for a client is called: a. damage control b. spin c. massage d. conceptualization
8. (T/F) The political environment of the American media has two fundamental elements; 1) A guarantee of freedom of the press is clearly embodied in the US Constitution, and 2) that freedom is not absolute.
9. (T/F) The term applied to publicly made, false, and defamatory oral statements about an individual is “libel.”
10. (T/F) The First Amendment to the US Constitution requires the press to be fair and responsible.
11. (T/F) News organizations that pay sources to give interviews are engaging in:
a. misuse of identity b. sensationalism c. exploitation d. checkbook journalism
12. . Why does slander differ from libel?
b. Slander is a type of defamation that is spoken
c. Libel is a type of defamation that is printed
e. each of the above
f. none of the above
13. (T/F) Radio, television, cinema and the Internet enjoy just as much legal protection as print media.
14. (T/F) Intellectual property refers to ideas that have commercial value, such as patents and software programs.
15. The public relations practitioner serves as an ______ between the organization that he or she represents and between all of that organization’s publics.
a) antagonist b) intermediary c) obstacle d) investigator
16 (T/F) Much of modern PR relies on digital communications, but PR still uses rhetoric, symbols and slogans as its tactics.
17 The most famous and successful of the 19th century press agents who created, promoted and exploited the careers of many celebrities was: John Filson b) Harriet Beecher Stowe c) Wild Bill Hickock d) P.T. Barnum
18 The terms “Integrated Communications” or “Integrated Marketing Communications” are used to describe a) business integration b) marketing agency integration c) advertising public relations and marketing integration d) consumer agency integration.
19 Which of the following can be attributed directly to technological transparency?
The worldwide increase in computer networks.
The expectations that what an organization does will not be viable to all interested parties
Increasing the level of literacy
The link between culture and economic structure
20 Although PR practitioners are expected to solve problems, _______ problems to avoid conflict or crisis has taken precedence. a ) anticipating b) concealing c) communicating d) integrating
21 When PR practitioners work with lawyers, it is often for the purpose of: a ) increasingly being handled by accountants rather than PR practitioners b) a PR activity that focuses exclusively on internal publics c) primarily concerned with government communications d) a growing PR specialization that now deals in managing both reputation and risk.
22 Investor Relations for publicly owned companies is: a) increasingly being handled by accountants rather than PR practitioners. b) a PR activity that focuses exclusively on external publics c) primarily concerned with government communications d) a growing PR specialization that now deals in managing both reputation and risk
23 (T/F) Dr. Bird argued in class that there were three distinct reasons why Corporate Annual Reports were not Public Relations.
24. When PR practitioners work with lawyers, it is often for the purpose of _______________. a) covering up a negative curt case or legal settlement b) presenting an organization’s position on a legal issue to publics c) initialing a libel suit d) filing a claim against the Securities and Exchange Commission.
25. Which of the following about minority practitioners is true? a) they are hired only by not-for-profit organizations b) they often work for companies or firms that specialize in communicating with minority publics c) their compensation is often equal or higher than that of white practitioners d) they are more likely to report directly to the CEO than white practitioners.
26. The concept that an organization’s advertising, promotions, media relations , employee communications, investor communications, and Internet presence will all be coordinated and focused on the organization’s positioning and mission statements is called a) integrated communications b) marketing c) cross-platform communication d) economic consolidation
27 To developing nations, globalization suggests synergy. To underdeveloped or developing nations “globalization” implies __________. a) loss of indigenous culture b) paternalism c) second colonization d) all of the above
28. The first step for formal research is to : a) obtain the data b) develop the hypothesis c) design the experiment d) define the problem.
29. The final step in formal research is to ____________. a) analyze the data b) communicate the results c) determine whether the hypothesis was supported d) interpret the data
30. If you won a contract with the Federal Government to construct a campaign to lessen the frequency of random shootings across the United States, what would you do first and second?
EXTRA CREDIT
E.C. -1 During the semester we had three guest speakers. Alexandra Gratereaux, Norma Stanley and Colin DeVries. One worked for various media and non-profit companies, the other created her own company, EEE Communications, and the last works for a large, non-profit health institution. From which did you learn the most and why?
E.C. -2 List what you believe to be Seth Finn’s three most salient points in his chapter on Assessment for Media Writing.
E.C. -2 Who is the author of the trade journal and reference books Dr. Bird cited as “The bible of NYC’s public relations”?
