Which term describes communications designed to influence public perception of an organization?

• A. Yellow journalism
• B. Public relations
• C. Slander
• D. Priming

Answer: (B)

Communications designed to influence how the public views an organization are described as public relations. Public relations involves crafting messages, outreach to media, events, and social media to present the organization in a favorable light, build trust, and manage its image, especially during crises or in response to questions from the public.

Yellow journalism uses sensationalized reporting to attract readers, not a deliberate, controlled effort to shape an organization’s reputation. Slander involves false statements intended to harm someone’s reputation, which is illegal and unethical. Priming is a cognitive effect in which exposure to certain information influences how people evaluate subsequent information; it’s a process in media influence, not a formal effort by an organization to shape its own public image.