MEDIA BASICS
YouTube video freezes and the audio glitches during an advertisement.
What kind of noise is disrupting the message?
Physical noise
The school sends an email that says: “Lunch is now free.” No response is expected.
Which model?
Linear
A journalist emails your company asking for a quote.
Which PR specialty handles this?
Media relations
Public opinion can change in response to something highly visible happening in town.
What do the laws of public opinion say it responds most to?
Events/Action
A PR professional tells their client: “We must be honest. It’s the only ethical choice.”
Which PRSA value is this?
Honesty
In a 10-person group chat, one person sends a long message at 3 a.m. No one replies until the next afternoon.
Which communication model does this resemble?
Linear model
You message someone → they reply → you reply back.
Which model?
Interactive
A company’s product injures customers and they must respond immediately.
What PR specialty manages this situation?
Crisis communication
Someone only consumes news that agrees with their political views.
Which theory explains this?
Cognitive dissonance theory
A PR practitioner strives to promote their client’s viewpoint while still treating all groups with respect.
Which PRSA value is this?
Fairness
Your friend insists someone is angry because they said “fine” in a dry tone.
Which part of the message process is your friend performing?
Decoding
Two friends chat face-to-face and respond instantly while reading each other's body language.
Which model?
Transactional
Residents are angry about construction noise from a new facility.
Which PR specialty needs to step in?
Community relations
A voter watches a full debate, takes notes, then decides who to support.
ELM: Which route of persuasion?
Central route
A PR team gathers public input to guide a campaign.
Which ethical model does this represent?
Two-Way Communication Model
A student sees a dramatic news headline on Instagram and checks the source before believing it.
What media skill are they using?
Media literacy
Two students hear the same announcement but interpret it differently because of their personal experiences.
What concept explains this?
Field of experience / Context in transactional model
A PR professional insists on telling the truth even when it's hard because “the public will eventually find out anyway.”
Which historical PR leader does this approach reflect?
Ivy Lee
Someone forms a quick opinion about a product from the celebrity spokesperson, not the details.
ELM: Which route of persuasion?
Peripheral route
A company acts ethically because it strengthens their reputation and long-term success.
Which model supports this?
Enlightened Self-Interest Model
A popular podcaster convinces thousands of listeners to buy a new product.
This is an example of what type of communication?
Mass communication
You try to tell a friend something important in a loud hallway and they mishear you.
Identify the type of noise and the model best describing the interaction.
Physical noise + Transactional model
This PR pioneer opened the first national PR firm run by a Black woman in 1957.
Who is she?
Inez Kaiser
A company apologizes for bad customer service but never changes anything.
According to public opinion principles, what truly shapes reputation?
Actions, not words
A PR professional stays loyal to their client while considering how decisions affect stakeholders and the public.
Which ethical model is this?
Responsible Advocacy Model