Review for test #1

You’ll have a T/F portion and multiple guess, each worth two or three points. Also, five or six short-answer questions will be included. To best prepare, use the quizzes included on the web site from our textbook (see link in prior posting).

Broad areas to study include definitions of public relations, marketing, advertising, propaganda and spin.

Chapter 4: Public in public relations—learn about many types of publics and what needs to be known about them. What’s different about the employee as a public? Consider the chart we discussed in class, from page 96. Should news media be considered a special public and why?

Chapter 3: History—know about careers of Bernays and Lee; read torches of freedom (p. 62); think about development of PR profession over time—what did it look like?; what general historical developments affected the profession?

Chapter 2: Jobs in PR—think about the scope of PR and the jobs in the profession; how do professionals spend their time?; where do PR professionals work?; what’s the difference between a technician and a manager?; how should a PR manager be integrated into an organization?

Chapter 1: What is PR?—think about spin and PR and be able to explain the difference; if you could draw a picture of a dynamic PR process, what would it look like?; refer to Dilenschneider’s spin article from the Wall Street Journal for his suggestions on improving the profession.

Other questions will concern: The Red Cross Case Study from chapter 3; and the need for routine in crisis, from our 9/11 discussion of American Airlines and others.