Study Questions

  • What’s the difference between an internal and external public?

  • What are Bernays’ three major functions of PR?

  • Who were the first groups to take steps to improve their public images?

  • What are the five components of ROPES?

  • What is the definition of a crisis in PR terms?

  • How has the Internet and social media impacted PR?

  • Using the Velveeta “cheesepocalypse” as a case study, identify terms and ideas in this chapter that were used in Kraft’s analysis and response to the news of a Velveeta shortage.