Public Relations Trivia 3 — Questions and Answers
Question 1: Which PR model, developed by Grunig and Hunt, emphasizes two-way communication with balanced effects between organization and public?
- Press agentry model
- Public information model
- Two-way asymmetrical model
- Two-way symmetrical model (Correct answer)
Correct answer: Two-way symmetrical model
The two-way symmetrical model is considered the most ethical PR model, seeking mutual understanding and benefit for both the organization and its publics.
Question 2: What does 'astroturfing' mean in public relations?
- Grassroots landscaping PR for environmental brands
- Creating the false appearance of grassroots public support (Correct answer)
- Scheduling outdoor press events
- Targeting rural media markets
Correct answer: Creating the false appearance of grassroots public support
Astroturfing involves fabricating grassroots support for a cause or organization, deceiving the public about the origin of the movement.
Question 3: Which measurement framework, endorsed by AMEC, evaluates PR outcomes beyond output metrics?
- The Barcelona Principles (Correct answer)
- The PESO Model
- The RACE Formula
- The ROSTIR Framework
Correct answer: The Barcelona Principles
The Barcelona Principles, first adopted in 2010 and updated in 2020, provide a global framework for measuring PR effectiveness with emphasis on outcomes.
Question 4: In PR, what is a 'dark site'?
- A confidential internal intranet
- A pre-built website held ready for deployment during a crisis (Correct answer)
- A website blocked by search engines
- An unauthorized fan site about a brand
Correct answer: A pre-built website held ready for deployment during a crisis
A dark site is a pre-prepared crisis website kept offline until needed, allowing rapid deployment of official information during an emergency.
Question 5: What PR strategy involves placing a client spokesperson in situations where they can spontaneously appear newsworthy?
- Newsjacking
- Staged publicity
- Ambient PR
- Guerrilla PR (Correct answer)
Correct answer: Guerrilla PR
Guerrilla PR uses unconventional, low-cost tactics to generate media attention and public interest through unexpected or creative means.
Question 6: Which company is often cited as the gold standard for crisis PR due to its 1982 product tampering response?
- Ford Motor Company
- Johnson & Johnson (Correct answer)
- Procter & Gamble
- Coca-Cola
Correct answer: Johnson & Johnson
Johnson & Johnson's rapid recall of 31 million Tylenol bottles in 1982, prioritizing public safety over profit, became the defining case study in crisis PR.
Question 7: What is 'message architecture' in strategic communications?
- The technical infrastructure for distributing press releases
- A hierarchical framework of key messages aligned to organizational goals (Correct answer)
- The visual layout of a press kit
- A system for routing media inquiries
Correct answer: A hierarchical framework of key messages aligned to organizational goals
Message architecture is a structured hierarchy of core, supporting, and proof-point messages that ensures all communications align with strategic priorities.
Public Relations Trivia 3
Which PR model, developed by Grunig and Hunt, emphasizes two-way communication with balanced effects between organization and public?