PR History
Name the PR pioneer who is credited with using behavioral psychology in PR campaigns.
Edward Bernays
What is the first step a company should take when handling a PR crisis?
Acknowledge the issue and gather facts
What does "earned media" refer to in PR?
Unpaid media coverage gained through PR efforts
What does CSR stand for in PR?
Corporate Social Responsibility
Name a popular social media platform widely used for PR campaigns.
Instagram, Facebook, or Twitter
What 19th-century showman is known for his use of publicity stunts?
P.T. Barnum
Name one key element of an effective crisis communication plan.
Transparency
What is a press release primarily used for?
Distributing official company news to the media
Name one way companies implement CSR.
Environmental sustainability initiatives
What does "social listening" mean in PR?
Monitoring social media conversations to understand audience sentiment
Who is considered the "father of modern PR" and wrote Crystallizing Public Opinion?
Edward Bernays
What PR principle states that transparency is key in crisis situations?
Page Principles
What role do media gatekeepers play in PR?
They decide what information gets published or broadcasted
What major pharmacy chain stopped selling cigarettes as part of its CSR strategy?
CVS Pharmacy
What is the primary challenge of managing PR in the digital age?
The rapid spread of misinformation
What crisis led to the famous PR case of the Tylenol recall?
1982 Cyanide Poisoning Crisis
What major corporation faced backlash for mistreating a passenger, leading to a PR crisis in 2017?
U****nited Airlines
What type of media exposure is obtained without paid promotion?
Earned media
What are the three components of the "triple bottom line" in CSR?
People, Planet, Profit
What is influencer marketing, and how does it impact PR?
Partnering with influencers to promote brands; increases credibility and reach
What PR firm helped Visit Orlando with their 2017 reputation campaign?
Edelman
What oil company suffered a reputational disaster after the Deepwater Horizon spill?
BP (British Petroleum)
What is a media pitch, and why is it important?
A brief proposal to journalists to cover a story; helps gain earned media coverage
What PR pioneer emphasized integrating social responsibility into PR strategies?
Carol Cone
What term describes real-time engagement with audiences on social media?
Social media responsiveness