Baran Ch 11

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

Federal Regulation of Lobbying Act

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

P. T. Barnum

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

Spin

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:

collateral materials

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:

fixed fee arrangements

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.

focus groups

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

greenwashing

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:

integrated marketing communications

Two essential elements of all good definitions of public relations are communication and:

management

An event staged specifically to attract public attention is a:

pseudo-event

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

publicity

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

radio

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:

viral marketing