Ch. 11 - Comm. & New Media

Your boss at your new job wants you to start a blog under your own name, posing as an everyday client who uses your firm's accounting services. She wants you to "objectively" praise the wonderful experience you've had. In other words, she wants you to start and maintain

A Flog

Your firm billed its client, the local water company, for the printing of its flier promoting its desired rate increase. The total cost was set in advance. In this instance, your firm was employing

A fixed-fee arrangement

An event staged specifically to attract public attention is a

A pseudo-event

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

Anne Williams Wheton

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

Astroturf

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

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

Edward Bernays

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

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 arraignments

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 solutions

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

Ivy Lee

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

Minority Relations / Multi-cultural Affairs

Public relations professionals have ________ over the placement of their information; advertising professionals have ________ over the placement of their information.

No control ; Control

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

P.T. Barnum

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

Public Affairs

Employees, stockholders, the investment community, and the government are among public relations' ________, any group of people with a stake in an organization, issue, or idea.

Publics

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

The Publicity Bureau