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Mass Communication Final
Mass Communication Final
30 terms
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#MassCommunication
Flashcards
30 cards
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Practice quiz
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Questions
30
Answers
1
The increase of television channels and Internet sites has led to increased audience
unity
skepticism
diversity
fragmentation
2
A story that may make the evening news one day but not another could be a victim of
seditious libation
an inverted pyramid
news flow
tug-o-war
3
Who made puffery promotion a high art?
Elmer Davis
George Creel
P.T. Barnum
Paul Garrett
4
A key difference between PR and advertising is that PR.
is always acting in a purely reactive role
always pays for the placement of its messages
controls what the media will do with a message
is an upper-level management activity
5
Keeping sensitive issues like strike-breaking strategies off the public record is one of
Ivy Lee's new ideas about winning public support
Is NOT Ivy Lee's new ideas about winning public support
6
Those who decide what news to carry, when to carry it, and how to present it are called
news hounds
gatekeepers
publishers
reporters
7
One problem railroads faced during the late 1800s that was corrected by solid public relations
poor safety records
adversarial government relations
excessively high fares
secretive policies
8
Soft news includes all the following EXCEPT
Consumer self-help stories
stories on lifestyle trends and tips
entertainment and celebrity news
local traffic reports and accident coverage
9
Who was given a talk show on MSNBC in 2008?
Ann Coulter
Rachel Maddow
Katie Courie
Nancy Grace
10
An informational story that is being passed on to the media's audience is called a
news release
media feed
news bulletin
media blast
11
Best known for their reporting on a presidential scandal that became known as watergate
Carl Berstien
Bob Woodward
Ann Coulter
Both Bob and Carl
12
Extravagant claims about one's product or organization are referred to as
public relations
puffery
advertising
flakking
13
The dialogic theory of public relations stresses all of the following EXCEPT
honesty and trust in communication
openness as an ideal of the democratic tradition
awareness that the audience is a means to a desired end
positive regard for other people and groups
14
Which news organization was the first to provide nonstop coverage?
New York Times
CNN
Fox News
Associated Press
15
During the 1800s, social Darwinism was used to justify abuses by
government officials
corporate advertisers
public relations professionals
big businesses
16
Public relations is mostly a tool used by
management
accounting
sales
manufacturing
17
Watchdog function is the news media role to monitor the performance of government & institution
true
false
18
After a massacre at a Colorado mining camp, which PR helped Rockefeller improve his image
George Creel
Edward Bernays
Ivy Lee
P.T. Barnum
19
The potential for public relations on a massive scale was demonstrated first by
Elmer Davis' Office of War Information
George Baer's social paternalism
George Creel's Committee on Public Information
William Henry Vanderbuilt's "The public be damned."
20
Among the major characteristics of dialogic theory in practice are all of the following EXCEPT
assurance
empathy
risk
mutuality
21
What did Ivy Lee advise John D. Rockefeller Jr. to do after the Ludlow Massacre?
tour the Ludlow area to show his sincere concern
Lay low for three years
file libel suits against critics
deny all wrongdoing
22
Why did the Nigerian terror attacks receive such little attention from American media?
a lack of journalist staffing
a lack of political interest
a lack of government support
a lack of casualties
23
Public relations can be defined as a tool to
establish beneficial relationships
sell products
create advertising campaigns
determine employee benefits
24
Dialogic theory in public relations is
rooted in the belief that the company is always correct
the witholding of information that is negative to the client
practice in which there is genuine dialogue to negotiate ...
information monologue delivered to the public in a stream
25
One of the most important features of the dialogic theory of public relations is
persistence
self-assurance
commitment
certainty
26
A feature of NOT shared by public relations is that
messages that reach the audience may been edited by media
the organization controls the message
Time and space are purchased
messages are always self-serving
27
Video news release (VRNs) are controversial because
People may confuse actors with news reporters
they are directed to news agencies to distribute
Companies are permitted to invent facts
Not everyone has the ability to watch the releases
28
The "public"in public relations refers to
anybody not financially or prof. aligned with a company
people who access the general info released by a company
any constituency with which an organization relates
the masses reached by the media
29
Ivy Lee, encouraged his clients to deal with negative publicity by
spin mastery and releasing counteracting positive stories
stonewalling and refusing to talk with reporters
telling the truth while putting a human face on their orga..
aggressively denying the problem
30
A media kit is a packet provided to news reporters to tell the story in an advantageous way
True
False
