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
