Public Relations & Media Relations Flashcards

Which model of public relations emphasizes two-way communication and mutual understanding between an organization and its publics?

Answer: Two-way symmetrical model

The two-way symmetrical model, developed by Grunig and Hunt, emphasizes dialogue and balanced communication aimed at mutual benefit.

A PR professional is asked to build relationships with journalists over time rather than only reaching out when there is news to share. This practice is called:

Answer: Ongoing media relations

Ongoing media relations involves regularly nurturing journalist relationships through consistent, valuable interactions beyond transactional pitches.

What is the significance of the 'golden hour' in crisis communications?

Answer: The first hour after a crisis breaks, when initial messaging has the greatest impact on public perception

The golden hour refers to the critical first 60 minutes after a crisis erupts, during which a timely, accurate response can shape public perception most effectively.

Which of the following best describes 'astroturfing' in the context of public relations ethics?

Answer: Creating the false impression of grassroots public support for an organization or cause

Astroturfing involves fabricating grassroots support to make a corporate or political message appear to come from ordinary citizens.

A company's CEO makes an off-the-cuff remark in a podcast interview that causes public backlash. The PR team should FIRST:

Answer: Issue a clarifying statement acknowledging the concern and providing context

Rapidly issuing a clarifying statement addresses the public concern, provides context, and prevents further narrative damage.

What is the primary ethical obligation of a PR professional under the PRSA Code of Ethics?

Answer: Advancing the free flow of accurate and truthful information

The PRSA Code of Ethics centers on honesty and advancing accurate information to serve the public interest.

When a journalist contacts a PR professional for comment on a breaking negative story about the organization, the spokesperson should:

Answer: Provide a holding statement that acknowledges awareness and commits to providing more information

A holding statement buys time for fact-gathering while demonstrating transparency and preventing the impression of evasion.