Chapter 11

P.T. Barnum

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

Pseudo-event

An event staged specifically to attract public attention is a ____

management

Anticipating, analyzing and interpreting public opinion, attitudes, and issues that might impact, for good or ill, the operations and plans of the organization are part of PR's ____ function

Ivy Lee

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

Edward Bernays

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

the government

As "the voice of the people," which deserves the attention of any organization that deals with the people?

Federal Regulation of Lobbying Act

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

Anne Williams Wheaton

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, ____

William McKinley

In 1896, presidential contenders William Jennings Bryan and ____ both established campaign headquarters in Chicago, where they issued news releases, position papers, and pamphlets

Cause Marketing

PR efforts on behalf of charities, relief groups, or other organizations serving publics in need are called ____

Radio

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

George Creel

President Woodrow Wilson appointed ____ to head the Committee on Public Information to build public support for U.S. participation in World War I

Community Relations

Public affairs work in the communities in which an organization exists is characteristic of which public relations service?

Fixed Fee Arrangements

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 ____

Collateral Materials

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 ____

Westinghouse Electric

Te first corporate public relations department was established in 1889 by ____

Viral Marketing

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 ____

Amos Kendall

The first U.S. presidential press secretary was ____

The Publicity Bureau

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

advanced two-way communication

The history of public relations is divided into four stages--early public relations, the propaganda-publicity stage, early two-way communication, and ____

Issue Management

The public relations activity known as ___ typically uses a large-scale public relations campaign designed to move or shape opinion on a specific issue

Publicity

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

Public affairs

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

Financial Public Relations

The public relations activity that involves enhancement of communication between investor-owned companies and their shareholders, the financial community (for example, banks, annuity groups, and investment firms), and the public is known as ____

Focus Groups

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

Propaganda

The systematic propagation of a doctrine or cause or of information reflecting the views and interests of those advocating such a doctrine or cause is best described as ____

Media

There are many publics with whom PR professionals interact, including the ____, without the trust and goodwill of whom very little communication with an organization's various publics can occur. Press packets, briefings, and facilitating access to organization newsmakers build that trust and goodwill

communication

Two essential elements of all good definitions of public relations are ____ and management

Lobbying

When PR professionals directly interact with elected officials or government regulators and agents, they are engaging in ____

Integrated Marketing Communications

When a PR firm actively combines a public relations, marketing, and 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 ____

Astroturf

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

Foreign Agents Registration Act of 1938

____ which required anyone who engages in political activities in the United States on behalf of a foreign power to register as an agent of a foreign power with the Justice Department, was a result of public relations pioneer Ivy Lee's contacts with Nazi Germany

Spin

____, outright lying or obfuscation (confusion), is antithetical (opposite) to authentic communication and should be avoided by PR professionals, according to executive Roxanne Taylor