Public Relations Style

Question 1

Who produced the Al Gore and the Penguin Army video?

Answer 1

PR group that represented Exxon and GM

Question 2

What is astroturfing? What are two examples of this?

Answer 2

1. Creating a fake grassroots campaign.

2. Walmart blog (walmart was behind it) and the 50 Cent Party (paid to publish good things about China)

Question 3

What is public relations? What are the two types?

Answer 3

1. Establishing and promoting a favorable relationship with the public
2. Internal and External

Question 4

What is the internal public? What did Arthur Page do?

Answer 4

1. Directly connected to company

2. Arthur Page: set up internal communications which kept employees happy.

Question 5

What are the three public relations activities?

Answer 5

• Research 
	○ Finding problems
	○ Testing concepts
	○ Campaign progress
• Counseling
	○ Review policies
• Communication 
	○ Getting the info out
	○ Staged events

Question 6

What was the New Coke Blunder? How did they fix it?

Answer 6

• April 23, 1985
• New recipe replaces old
• Backfired
• Protests
• Employees Reassigned to answer angry calls

• July 10, 1985
○ Old formula returned. Called “classic” coke.
• Planning of the 100th anniversary

Question 7

What are five media relations?

Answer 7

• Publicity stunts
	○ Janet and Justin (wardrobe malfunction)
• Pseudo events
	○ Manufactured for media attention 
	○ Press conference, protest, etc. 
• Leaks
	○ Gives buzz
• Exclusive 
• Spinning
	○ Making something look really good

Question 8

What are community relations?

Answer 8

Doing good things for the community such as sponsoring an event. This builds respect. (Example: Mark Zuckerburg gave $1 mil to Newark Schools before the Social Network came out [which painted him in a negative light])

Question 9

What are press releases? What are they often accompanied by?

Answer 9

They get a short and catchy message out. Often accompanied by press kit.

Question 10

What are some new press release methods?

Answer 10

• FB pages for products
• FB pages for companies
• Looking for posts related to company
• Posting comments to support company
• YouTube videos for companies
• Twitter, Tumblr, Instagram, etc

Question 11

What did Itill and Knowlton do?

Answer 11

They were hired to build American interest in Kuwait. They made a video news release and pretty much sold a war to the US

Question 12

What did Nayiran do?

Answer 12

On October 1990 she gave a justification for war. Later it was found out she was a member of the royal family.

Question 13

What happened with Tylenol in 1982?

Answer 13

Cyanide was found in capsules. It was recalled and replaced. It hit again and new bottles were created.