Deck 11: Public Relations

Question 1

Some public relations firms bill clients by adding a surcharge as high as 17.65% for such things as printing,research,and photographs,which are known as

A) fixed fee arrangements.
B) collateral materials.
C) flat rate billing.
D) retainer billing.

Answer 1

B

Question 2

"A sucker is born every minute" was the public relations philosophy of what legendary PR practitioner?

A) P. T. Barnum
B) Mason Weems
C) John Jay
D) Amos Kendall

Answer 2

A

Question 3

The public relations activity of getting media coverage for clients is called

A) public affairs.
B) lobbying.
C) promotion.
D) publicity.

Answer 3

D

Question 4

As a result of the public's distrust of public relations,Congress passed the _____________ in 1946,requiring that those who deal with federal employees on behalf of private clients disclose those relationships.

A) Foreign Agents Registration Act
B) Federal Regulation of Lobbying Act
C) Public Relations Control Act
D) Truth in Publicity Act

Question 5

The Foreign Agents Registration Act of 1938,which required anyone who engages in political activities in the United States on behalf of a foreign power to register as an agent of a foreign power with the Justice Department,was a result of which public relations pioneer's contacts with Nazi Germany?

A) Mason Weems
B) George Creel
C) Edward Bernays
D) Ivy Lee

Question 6

Around the 1920s,public relations pioneer _____________ began stressing two-way communication-that is,public relations practitioners talking to people,and in return listening to them when they talked back.

A) Mason Weems
B) George Creel
C) Edward Bernays
D) Ivy Lee

Question 7

The first publicity company,_____________,was established in 1906 to help the railroad industry challenge legislation it opposed.

A) N. W. Ayers & Sons
B) the New York World
C) the Publicity Bureau
D) Lord and Thomas

Question 8

The public relations activity that involves enhancement of communication between investor-owned companies and their shareholders,the financial community (for example,banks,annuity groups,and investment firms),and the public is known as

A) public affairs.
B) financial public relations.
C) promotion.
D) publicity.

Question 9

An event staged specifically to attract public attention is a

A) pseudo-event.
B) photo op.
C) managed moment.
D) nonevent.

Question 10

The first corporate public relations department was established in 1889 by

A) the New York Central Railroad.
B) the New York World.
C) the Publicity Bureau.
D) Westinghouse Electric.

Question 11

The public relations activity of interacting with officials and leaders of the various power centers with whom a client must deal is known as

A) public affairs.
B) financial public relations.
C) promotion.
D) publicity.

Question 12

Some public relations firms bill clients according to the performance of a specific set of services for a specific and prearranged fee,a method known as

A) Fixed-fee arrangements.
B) collateral materials.
C) flat rate billing.
D) retainer billing.

Question 13

President Woodrow Wilson appointed _____________ to head the Committee on Public Information to build public support for U.S.participation in World War I.

A) Mason Weems
B) George Creel
C) Edward Bernays
D) Ivy Lee

Question 14

The first U.S.presidential press secretary was

A) P. T. Barnum.
B) Mason Weems.
C) John Jay.
D) Amos Kendall.

Question 15

During the 1950s and 1960s,women began to assume prominent roles in public relations.Among the most notable was President Dwight Eisenhower's associate press secretary

A) Leone Baxter.
B) Anne Williams Wheaton.
C) Peggy Lee.
D) Roberta Johndrew.

Question 16

Which group calls for an industry to adopt a position of full and total disclosure of information?

A) floggers
B) transparentists
C) flacks
D) lobbyists

Question 17

________,outright lying or obfuscation,is antithetical to authentic communication and should be avoided by PR professionals,according to executive Roxanne Taylor.

A) Embedding
B) Dissembling
C) Spin
D) Covering up

Question 18

President Franklin D.Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people?

A) mass-circulation newspapers
B) mass-circulation magazines
C) radio
D) talking movies

Question 19

The public relations activity known as _____________ typically uses a large-scale public relations campaign designed to move or shape opinion on a specific issue.

A) public affairs
B) issues management
C) promotion
D) media relations

Question 20

Around 1913,public relations pioneer _____________ issued his Declaration of Principles,which moved the profession's focus from primarily dispensing publicity to providing information.

A) Mason Weems
B) George Creel
C) Edward Bernays
D) Ivy Lee

Question 21

__________ refers to a fake grassroots organization;that is,one funded in secret by those with a vested interest in the issue at hand.

A) Greenwashing
B) VNR
C) Spin
D) Astroturf

Question 22

Public relations professionals have ____________ over the placement of their information,and advertising professionals have _____________ over the placement of their information.

A) control;no control
B) no control;control
C) control;control
D) no control;no control

Question 23

Around 1920,the beginning of the _____________ era of public relations,PR companies began talking to people and listening to them when they talked back-in other words,representing their various publics to their clients,just as they represented their clients to those publics.

A) early public relations
B) propaganda-publicity stage
C) early two-way communication
D) modern technological era

Question 24

PR professionals interact with the _____________ through press packets and briefings.

A) employees
B) stockholders
C) communities
D) media

Question 25

There are many publics with whom PR professionals interact,including an organization's _____________;they own the organization (if it is a corporation),and their goodwill is necessary for the business to operate.

A) employees
B) stockholders
C) communities
D) media

Question 26

The PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word is referred to as

A) spreading the news.
B) interconnecting essential publics.
C) Web-based marketing.
D) viral marketing.

Question 27

Anticipating,analyzing,and interpreting public opinion,attitudes and issues that might impact,for good or ill,the operations and plans of the organization are part of PR's ___________ function.

A) lobbying
B) management
C) client-centered
D) ethical

Question 28

In 1896,presidential contenders William Jennings Bryan and _____________ both established campaign headquarters in Chicago,where they issued news releases,position papers,and pamphlets.

A) Wendell Wilkie
B) Abraham Lincoln
C) William McKinley
D) Teddy Roosevelt

Question 29

PR professionals interact with an organization's _____________,or neighbors,to generate goodwill.

A) employees
B) stockholders
C) communities
D) media

Question 30

The research tool _____________ employs small groups of a targeted public that are interviewed in detail to provide a public relations operation and its clients with feedback.

A) polling
B) one-on-one interviewing
C) focus groups
D) delineating

Question 31

There are many publics with whom PR professionals interact,including an organization's _____________with company newsletters,social events,and internal and external recognition of superior performance.

A) employees
B) stockholders
C) communities
D) media

Question 32

_____________ is the PR practice of offering clients' spokespeople for interview by a worldwide audience via videoconferencing.

A) Video news release
B) Satellite-delivered media tour
C) Internet interviewing
D) "Flooding"

Question 33

When the department store Barneys was beset by numerous complaints of racial discrimination in 2013,it undertook an aggressive PR campaign to speak to those who felt disenfranchised by the events.This is an example of

A) community relations.
B) lobbying.
C) promotion.
D) minority relations/multicultural affairs.

Question 34

Public affairs work in the communities in which an organization exists is characteristic of which public relations service?

A) community relations
B) lobbying
C) promotion
D) publicity

Question 35

When PR professionals directly interact with elected officials or government regulators and agents,they are engaging in

A) public affairs.
B) lobbying.
C) promotion.
D) publicity.

Question 36

PR efforts on behalf of charities,relief groups,or other organizations serving publics in need are called

A) do-good PR.
B) cause marketing.
C) viral PR.
D) lobbying.

Question 37

As "the voice of the people," which public deserves the attention of any organization that deals with the people?

A) employees
B) the government
C) communities
D) the media

Question 38

When a PR firm actively combines public relations,marketing,advertising,and promotion into a more or less seamless communication campaign that is as at home on the Web as it is on the television screen and magazine page,it is engaging in

A) full-service public relations.
B) integrated marketing communications.
C) PR convergence.
D) greenwashing.

Question 39

The history of public relations is divided into four stages-early public relations,the propaganda-publicity stage,early two-way communication,and

A) the modern technological era.
B) advanced two-way communication.
C) the cyberage.
D) the laissez-faire approach.

Question 40

Public relations firms with particular skill at countering the PR efforts of environmentalists are said to be good at

A) whitewashing.
B) greenwashing.
C) enviro-manipulation.
D) countermentalism.

Question 41

What are the five ways that providers of VNRs help local stations disguise a story's real origins? What are the four ways a viewer can identify a news story that is actually a VNR?

Question 42

What are the 14 public relations activities? List and briefly describe each.

Question 43

Five factors have worked to shape the operation of public relations throughout its four stages.What are they,and what was the impact of each on the industry?

Question 44

What are the five management functions of PR?

Question 45

What are the seven departments typically found in a large public relations operation? List and briefly describe each.

Question 46

For all intents and purposes,advertising and public relations are the same endeavor.

Question 47

Revenues for American PR firms constitute about half of the world's total.

Question 48

The first corporate public relations department was started by Westinghouse.

Question 49

The modern era of public relations is characterized by advanced two-way communication.

Question 50

Describe the reaction by the public after it was discovered that major companies were paying fake bloggers (flogs)to promote their brand.

Question 51

Directly interacting with elected officials or government regulators is the public relations activity known as community relations.

Question 52

What was the contribution of PR pioneer Edward Bernays to how the industry operates?

Question 53

Many PR firms bill clients a fixed fee arrangement,a standard surcharge of 17.65% for handling such things as printing,research,and photographs.

Question 54

Early PR practitioner Ivy Lee is credited with changing his industry from one primarily interested in publicity to one more interested in providing information.

Question 55

Public relations is a relatively modern development,beginning in earnest with the massive PR campaign to win the public's support for World War I.

Question 56

The writers,graphic designers,artists,and video producers at a PR operation are typically referred to as media specialists.

Question 57

What is a pseudo-event?

Question 58

Greenwashing is the PR activity of countering criticism directed at clients by environmental groups.

Question 59

What are the four historical stages of public relations?

Question 60

Who wrote the Declaration of Principles for public relations? What was its importance to the profession?

Question 61

The Internet and social media are changing communication-this can certainly be seen in the PR landscape.What are some ways technology has altered PR? What is the impact on PR professionals? The various publics? In your opinion,what does this mean for the future of PR? What changes have you seen made to PR strategies through your use of social media and the Internet? What changes would you recommend going forward if you were working in this industry?

Question 62

Public relations,justifiably or otherwise,does not enjoy overwhelming public trust.Why is this? What are the complaints of PR pioneer Edward Bernay and others? If asked,could you mount a defense of contemporary public relations? If you can,how would you do it? If you cannot,explain why.

Question 63

Describe the four developmental stages of the public relations industry.What major shifts in how the industry operates characterize each,and what social,political,technological,and professional developments shaped each era?

Question 64

What is your opinion of video news releases? If you were the news director of a local television station,under what conditions would you allow their use,if at all? Defend your position.