MC 2000 Exam 3 Chapter 11

the Boston Tea Party

An example of early public relations in revolutionary-era America was ____, which today might be described as a "pseudo-event"

public opinions

Anticipate, analyze, and interpret ____ that might impact for goof or ill, the operations and plans of the organization

Edward Bernays

Around the time of WWI, public relations pioneer ___ began emphasizing the importance of assessing the feelings of the public toward an organization

its lack of ethical standards

As he approached the end of his long life, what bothered Edward Bernays most about the industry he had helped establish

two categories of media both for sale- advertising directly and content through PR firms

As one media relations firm explained to clients in a promotional piece, advertising and content (for example, news stories) are which of the following

Ivy Lee

Beset by problems, the Pennsylvania Railroad turned to New York World reporter ____, who became one of the great figures in the history of public relations

policy decisions

Counseling management at all levels in the organization on ______ and courses of action and communication, taking into account their public ramifications and the organization's social responsibilities

Office of War Information (OWI)

During World War II, the US government undertook a massive campaign to bolster support for the war effort through its

specialization

Environmental PR and pharmaceuticals PR are two examples of the ____ of public relations.

Louis McHenry Howe; radio

Guided by advisor ____ and capitalizing on the relatively new medium of _____, president FDR initiated a sophisticated public relations effort to gain support for his new deal policies in the 30s

Tylenol; Johnson & Johnson

In 1982, after 7 people died from cyanide-laced _____, PR firm Burson-Marsteller, in conjunction with manufacturer _____, saved the brand with skillful and honest PR campaigns

fixed-fee; collateral

In addition to hourly and monthly billing, PR firms may use ____ arrangements (providing specific services for an established amount of money) or billing for ___ materials (adding a surcharge for handling printing, for example)

criers (men who shouted public proclamations in the streets) his own publications

In his efforts to thwart the Stamp Act, Benjamin Franklin conducted a skillful public relations campaign by using which of the following?

providers of information but not purveyors of positive principles

Ivy Lee's Declaration of Principles expresses its author's philosophy of public relations with the argument that PR practitioners should be

False

More than half of the news we receive comes from the efforts of journalists

Rockefeller

One of Ivy Lee's most memorable public relations campaigns centered around ____, whose image Lee helped transform for that of a mean-spirited old tycoon to that of a kindly grandfather figure

transparentists

People who, in the words of PR executive Eric Webber, demand that the PR industry "adopt a position of full or total disclosure, driven by the innate openness and accessibility to information available on the Internet" are known as

public policy

Planning and implementing the organization's efforts to influence or change _____.

makers of video news releases Web commentary monirotiing services media specialists for a company's CEO

Public relations firms include full-service firms and special services providers such as

publics

Public relations professionals must interact with 7 categories of

the increasing of prominence of women in industry greater involvement by charitable and activist groups increased use of television to shape public opinion

Some trends that characterize the modern era in public relations include

executive

Sometimes with a staff, sometimes alone, the person in this position sets policy and serves as the spokesperson for the operation

Advertising and PR are NOT the same Advertising is a controlled communication Advertising becomes a PR function when the goal is to influence action or build image

Statements true about advertising and public relations

issues management

Using a large-scale public relations campaign in order to influence or shape opinion about a particular concern, usually one that stirs strong opinions, is the domain of

suppressing information; be dangerous and counterproductive

The Pennsylvania Railroad had a bad public image because if accidents and spikes, and the company attempted to deal with it the usual way of ______; however, Ivy Lee maintained that this would ____ amid the increasingly anti-business climate of the era

Westinghouse Electric

The first corporate public relations department was established by ___ in 1889, when it hired a former newspaper writer to act as a liaison with the press and public

middle class

The growth of the ___ is among the key factors that have shaped the identity of public relations throughout its 4 stages of development

advertising, packaging, publicity and promotion

The public relations activity of marketing communication can include the creation, design, and/or generation of

fake grassroots organizations

The term "astroturf" refers to ____ created by PR firms

convergence

The term ___ refers to the fact that multiple technologies, many of them news and emerging, are increasingly being used together in creating PR presentations

lobbying

The term ____ which means directly interacting to influence elected officials or government regulators and agents is a major part of government affairs as a public affairs activity

social bullying

When people take to social media to lodge complaints about a business, they can influence their friends and followers. This can be considered _____ and is a concern for business owners

There are 4x as many PR professionals than there are journalists

Which of the following about the state of public relations in the US is true?

conduct in-depth polls of prospective cary buyers

Which of the following activities did Henry Ford and his Ford Motor company not undertake during the propaganda stage of public relations history

the collection of several different companies into giant marketing organizations foreign ownership of US public relations firms US public relations firms operating in foreign countries

Which of the following are example of globalization and concentration in public relations?

online information and advertising satellite- delivered media tours video news releases

Which of the following are examples of convergence in public relations media

the collection if several different companies into giant marketing organizations foreign ownership of US public relations firms US public relations firms operating in foreign countries

Which of the following are examples of globalization and concentration in public relations.

Public relations became more focused on integrated two-way communication The distinction between public relations and advertising became increasingly blurred

Which of the following are true statements about the modern era of public relations, which began after World War II

General Motors

Which of the following automakers responded to a series of safety recalls in 2014 by undertaking a social-media public relations campaign to try to repair and save its reputation by offering loaner cars and vouchers for public transportation

a type of propaganda in which the truth is twisted to protect the client

Which of the following best defines spin the public relations

Prove that the client has nothing to hide by taking an open, helpful, and friendly approach to the public and press

Which of the following best summarizes Ivy Lee's overall public relations strategy, as illustrated in his handling of John D. Rockefeller and other clients with a bad public image

financial services

Which of the following is the least likely position to be found in the typical PR firm or department

media

Which of the following publics is the primary intended audience for press releases, briefings, and access to company newsmakers

Advertising people, not their counterparts in PR, typically control policy for an organization

Which of the following statements about advertising, public relations, and the relative control they exert NOT correct?

They are produced by public relations professionals with very generalized, non-specific skill sets

Which of the following statements about satellite-delivered media tours are not correct?

Public relations began to acquire the deceitful, huckster image that would continue to plague the industry for years The modern national political campaign, complete with news releases an position papers, was born The first major newspapers and consumer magazines went into circulation

Which of the following statements about the propaganda-publicity stage of public relations history are correct?

A company uses advertising to sell its products, but when it needs to improve its image, it turns to public relations Advertising people implement policy after organization leader set it Advertising agencies are increasingly establishing PR departments or forming relationships with PR firm

Which of the following statements about the relationship between advertising and public relations are correct?

The term "viral marketing" with its connotation of disease, reflects the negative view with which it is regarded by most PR professionals

Which of the following statements about viral marketing are not correct

public relations

Which of the following terms carries the most negative connotation

The Man in the Gray Flannel Suit

Which of the following was one of the books or movies that contributed to a widespread negative view of the public relations industry in the 40s and 50s

advances in questionnaire design advances in sampling and interviewing

Which of the following were newly refined social science research methods that were used in the polling industry in the 30s

press releases

Which once popular form of PR communication is now effectively defunct due to the rise of Twitter and other technologies

George Gallup Elmo Roper

Who of the following were notable figures in the public polling industry in the 30s

He had conducted public relations efforts on behalf of Adolf Hitler and Nazi Germany

Why did Ivy Lee have to testify before Congress in 1934?

to generate public support for the nation's entry into World War I

Why did President Woodrow Wilson create the Committee of Public Information

financial services

a person in this position is likely to have very specific and sophisticated knowledge of economics, finances, and business or corporate law

communities

consist of the company's neighbors

employees

form the lifeblood and family of an organization

stockholders

own the company

customers

pay the company's bills

account executive

the person in this position provides advice to the client, defines problems and situations, assesses the meeds and demand of the client's publics, and perform other functions

creative specialist

with skills necessary to meet the needs of the client, a person in this position may be a writer, artists, graphic designers video or audio producer, or photographer