Chapter 12: Public relations

Exercises

1. Edward Bernays described the three major functions of a public relations practitioner as informing, persuading, and integrating. Which of these three functions do you see as most important when communicating with the public? Are all three equally important?


2. From a public relations standpoint, what do you believe was the single most significant mistake made by Exxon in the company's handling of the post-spill communications?

3. The Internet allows virtually anyone to become a news provider, as well as start malicious rumors that spread quickly on the Internet. In Chapter 12, we discussed the ongoing communications efforts by Tommy Hilfiger and Starbucks to dispel rumors about each of the companies on the Internet.

•  Source: What other individuals or companies have had to confront untruths about them that spread on the Internet?

•  Analyze & Reflect: Are individuals and companies at the mercy of the Internet, or is there anything they can do to protect themselves from uncontrollable, negative, or untrue claims made about them on the Internet?

•  Examine: When you read about a juicy rumor about a celebrity or company on the Internet, are there any Web sites or other sources of information you check to validate these claims?

•  Conclude: In your opinion, what is the best way to for a company or individual to inform the public about a false rumor or story floating around the Internet? Would expanding the campaign to traditional media (television, magazines, newspapers, etc.) help fight the rumor?