ICC Mass Comm Module 9

The first U.S. presidential press secretary was:

Amos Kendall

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

Cause Marketing

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

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

George Creel

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

The 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 which public relations pioneer's contacts with Nazi Germany?

Ivy Lee

Public relations professionals have ____________ over the placement of their information, and 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 first corporate public relations department was established in 1889 by:

Westinghouse Electric

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

William McKinley

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

advanced two-way communication

Around 1920, the beginning of the _____________ era of public relations, PR companies began talking to people and listening to them when they talked back—in other words, representing their various publics to their clients, just as they represented their clients to those publics.

early two-way communication

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 arrangements

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 communications

Two essential elements of all good definitions of public relations are communication and:

management

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

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

the Publicity Bureau

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

the government

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:

viral marketing