COM400 Exam (2)

(T/F) Edward Bernays was known as the first influential person to coin or utilize the term "Public relations counsel."

Chapter 2

Who is thought to be the first presidential press secretary?

Amos Kendall

According to the text, which of the following is a development that will shape public relations in the upcoming years?

An Increased Emphasis On Measurement

Who is NOT associated with the legendary P.T. Barnum?

Annie Oakley

He was VP of the AT&T and is credited with the concept of PR having an active voice in higher management.

Arthur Page

What was the main reason for the use of PR with American railroads?

Attract Settlers And Expand Operations

Coombs says all of the following are crisis communication strategies EXCEPT: Avoid the media, attack the accuser, denial, excuse, justification

Avoid the media

Ethics in public relations begins with

an individual's value system

The standard industry practice among public relations firms is to bill clients:

at least three times a person's salary

Researchers by behaviors suggests that public relations messages should ...

be simple and relay the impression that "everyone is doing it."

Tracking media coverage and comparing it over time is known as

benchmarking

Effective tools for delivering information to an active audience include all of the following EXCEPT: websites, brochures, billboards, slide presentations, speeches

billboards

Persuasion can be used to

change hostile opinions, neutralize hostile opinions, crystallize latent opinions, maintain favorable opinions

Which word does not describe PT Barnum?

Boring

Which of the following is not a practice used by PT Barnum to promote his attractions?

Comedy

Edward Bernays was known as?

Father Of Modern Pr

The word "propaganda" dates back to:

Pope Gregory Xv

Which term best describes new innovations such as YouTube and MySpace?

Social Media

According to Roper Reports, _____ percent of the population drive public opinion and consumer trends

10-12 percent

Which is NOT a correct "matching pair"?

1900s/Press Agentry Model

What year did Ivy Lee open the first public relations firm?

1905

The birth of PR happened with the Rosetta Stone in what year?

196 BC

What age is most typical for a VP working in American PR?

40.5

Gandy estimates that as much as ____ percent of what the media carry comes from public relations sources

50 percent

The first element in a public relations plan is a:

situation analysis

a service many public relations agency provide that is designed to establish company brands and promote reputation

Branding and corporate reputation

(T/F) In 1900, Henry Ford obtained coverage of the Model T automobile by demonstrating it to a reporter from the Detroit Tribune newspaper.

Chapter 2

(T/F) Moss Kendrix was known for the saying "What the public thinks counts!"

Chapter 2

(T/F) Relationship management builds specifically on the notion of asymmetrical communication.

Chapter 2

(T/F) The Creel Committee oversaw public relations/propaganda efforts for President Woodrow Wilson during World War I.

Chapter 2

(T/F) The classic "positive" model for product recall is the Tylenol/Johnson & Johnson case.

Chapter 2

(T/F) The fastest-growing minority audience in the United States is the African-American audience.

Chapter 2

(T/F) Women constitute about 70 percent of all public relations practitioners.

Chapter 2

(T/F) Women in higher levels of management are now common in business and industry.

Chapter 2

All of the following are levels in Maslow's Hierarchy of Needs EXCEPT: Physiological, safety, love/belonging, domination, esteem, self-actualization.

Domination

After WWII, the primary reason for the expansion of public relations was

Economic Expansion

Who is the father of modern PR?

Edward Bernays

Who was the father of modern PR?

Edward Bernays

____ was considered the father of PR.

Edward Bernays

The "grande dame" of fashion public relations is

Eleanor Lambert

"Respecting all opinions and supporting the right of free expression" is connected to which PRSA core value?

Fairness

Which of the government agencies has jurisdiction to determine if advertisements are deceptive or misleading?

Federal Trade Commission (FTC)

Who best represents the hype and press agentry of the 19th century?

P. T. Barnum

At what stage in the adoption process do people seek more information about the idea or product?

Interest

CEOs show the following regarding the value of public relations?

It pays nearly a 200 percent return on investment

Who is considered the Father of PR?

Ivy Lee

Who was considered the father of PR?

Ivy Lee

Who was the first politician to publish a book, Commentaries, which he used to further his ambitions?

Julius Caesar

Which PR technique was not used by Samuel Adams?

Telling Your Side Of The Story Last

Which of the following is NOT an example of qualitative research? Mail surveys, focus groups, in-depth interviews, observation, role-playing studies

Mail surveys

Arthur W. Page advocated that public relations was a

Management Function

Which of the following situations do NOT prompt the need for a public relations program? Management believes a program is needed, loss of market share and declining sales, specific one-time events, the need to preserve and develop public support, research identifies a need for a program

Management believes a program is needed

What is the nature of challenge of public relations?

Multifaceted

Which is NOT a reason why public relations practitioners should use research with regard to reputation management?

Networking

What organization or family is Ivy Lee best known for counseling?

The Rockefeller Family

Who used symbolism, staged events, and propaganda to persuade thousands of followers to join the Crusades?

Pope Urban II

Henry Ford is known for using two basic public relations concepts. What are they?

Positioning And Being Accessible To The Press

What is the most accommodative response in an image restoration strategy?

Profuse apology

Into which media category do publicity, advertising, and product placements fall?

Public

Ida B. Wells' work focused her activist work on:

Racial Discrimination

You have read about the RACE formula. What do those letters stand for?

Research, action, communication, evaluation

What could be considered the first example of PR? And when was it found?

Rosetta Stone, 196 BC

Who is credited with creating the "bill stuffer"?

Samuel Insull

Edward Bernays helped sell _____ by allowing school children to use it.

soap

The first president to make extensive use of press conferences was

Theodore Roosevelt

If PR is a female aligned profession, why do reports say they are being paid less?

They Are Not In Management Positions

the propaganda technique of associating the person, product, or organization with something that has high status, visibility, or credibility

Transfer

Which is the most "balanced" or feedback-based of Grunig's four models of public relations?

Two-Way Symmetric

Suppose your boss asks you to do something unethical in behalf of a client. You are concerned about keeping your job. What is the best course of action?

Use the PRSA Code of Ethics as a framework for responding and remind him/her of the affected publics

Who created what is believed to be the first in-house public relations department?

Westinghouse Corporation

Which is NOT a reason why there is an influx of women working in public relations?

Women Have A Better Business Or Bottom-Line Sense Than Men

What is a scenario that could trigger a libel suit?

You send out a news release that contains false statements and injures someone's reputation

Effective public relations is based on

actual policies and performance

One can determine whether public relations practitioners have influence in their organizations by examining: perception of value by top management, whether practitioners take on managerial role, whether they report to the CEO, their years of professional experience

all of the above

Public relations professionals use research for which reason? Achieving credibility with management, defining audiences and segmenting publics, formulating strategy, testing messages

all of the above

What all of the following can be copyright protected? Brochures, drawings, display booths, corporate symbols

all of them

which of these are key objectives for communicating a message? Message exposure, accurate dissemination of the message, acceptance of the message, attitude change

all of them

How does public relations contribute to the bottom line? Identifies new opportunities, builds morale and teamwork, ease resistance to change, and ensure public consent

all of these

Clients often criticize public relations firms for:

superficial grasp of the client's problems

Which of the following is NOT a Public Relations Society of America (PRSA) core value? Advocacy, honesty, confidentiality, expertise, independence

confidentiality

Risk communication attempts to

convey information regarding risks to public health and safety and the environment

Before a public relations program can be properly evaluated, it is important to

establish clear objectives

What is NOT a component of public relations

financial audits

The theory that describes how journalists use facts, themes and treatments to shape a story is:

framing theory

The more complex a situation, the ___ perception of risk

higher

Today's public relations firms offer all of the following EXCEPT: executive speech training, research and evaluation, legal counsel, events management, crisis communication

legal counsel

What is NOT a representative term of the definitions of public relations?

manipulative

Which is NOT a component of basic public relations practice?

networking

All of the following are examples of "controlled media" EXCEPT: newspaper placements, brochures, newsletters, annual reports, direct mail

newspaper placements

Public relations should always foster... (two answers)

open, two-way communication & mutual understanding

People who take the time to sift information, evaluate it, and form an opinion that is expressed to others known as

opinion leaders

Which is NOT an element of Ketchum's Strategic Planning Model? Facts, goals, audience, outcomes, key message

outcomes

The kind of audience that may initially pay attention to a message only because it's entertaining is:

passive audience

Managed correctly, the proactive phase of the conflict management life cycle can

prevent a conflict from arising

In dealing with the public in a conflict, public relations professionals should

recognize them as a legitimate partner in the process

Other names used for public relations departments include all of the following EXCEPT: sales, corporate relations, public affairs, marketing communications, community relations

sales

Public relations firms use online databases for all of the following purposes EXCEPT: to research facts to support a proposed project, to keep up-to-date with news about clients, to track an organization's media campaigns, to confirm proper news release format, to keep management apprised of current business trends

to confirm proper news release format

Which of the following is not a legitimate goal of communication? To inform, to persuade, to motivate, to deflect negative public opinion, to build mutual understanding

to deflect negative public opinion

As a research technique, focus groups are widely used:

to help identify attitudes and motivations of important publics and to formulate or pretest message themes

The most difficult persuasive task is to

turn hostile opinions into favorable ones