Exam 1

Question 1

Ivy Lee

Answer 1

Persuasion
Went to Germany and taught Nazi propaganda
Executive counseling
He said if you get your message out there people will listen to it

Question 2

Edward Bernay

Answer 2

Promotion

He tried to get people to stop smoking

Question 3

P.T. Barnum

Answer 3

he promoted circus’s
media relations
laid relations

Question 4

St. Paul (apostle)

Answer 4

Writing letters
He invented communication through letters
Make the new religion (Christianity)
Look good and stand out to people

Question 5

Doris Fleishman

Answer 5

Strategic planning
Eddy's wife 
Kept maiden name
Brains of operation
Pitching strategy and campaigns
passport

Question 6

Eleanor Lambert

Answer 6

Beauty

Fashion week

Question 7

Al Golin

Answer 7

Stole McDonald’s from Ray Crock
father of fast food
convenience

Question 8

Moss Kendrix

Answer 8

Coke-a cola
African Americans
Consumables/diversity

Question 9

Al Fleishman

Answer 9

Beer 
St. Louis
Beer 
bad reputation 
Nazi

Question 10

Public Relations

Answer 10

Strategic communication process that builds mutually beneficial relationships between organizations and their publics

Question 11

What is PR about? Skills?

Answer 11

Writing
Listening
Research
(review, revise, repeat)

Question 12

3 Practice Types

Answer 12

Agency
Corporate
Institutional (non profit)

Question 13

Agency

Answer 13

Working FOR OR WITH a group of PR practitioners supporting client goals
need someone to represent them
-Cassidy and Sherry Fishman

Question 14

Corporate

Answer 14

Working for the organizational EXCLUSIVELY to support the bottom-line vision and goals of proprietary (for-profit) businesses

Megan and Nicole (caterpillar)

Most important audience is the employees

Question 15

Institutional

Answer 15

Examples: Illinois State, Advocate health care, children’s discovery museum, american red cross
non-profit organizations
similar to corporate
for a cause

Question 16

Values

Answer 16

Motivation
Professionalism
Teamwork 
Leadership 
Duty

Question 17

PR and journalism

Answer 17

Reporting, writing, editing and transmitting

Question 18

PR and advertising

Answer 18

Assisting in selling ideas and products to audiences

Question 19

PR and marketing

Answer 19

Marketing: creating, communicating, and sending products and services that have value for audiences

Question 20

PR and development

Answer 20

Development: bringing non-commercial resources to an organization from its committed audiences

Question 21

PR and human resources

Answer 21

Expanding and delivering personnel productivity through external and internal audiences

Question 22

PR and leadership

Answer 22

taking charge of an audience to reach a common goal

Question 23

PR and event planning

Answer 23

Developing, promoting and executing activities which attract personal and financial support for products, services, organizations and causes

Question 24

Authenticity

Answer 24

• A different mirror.
• Bringing people together, they aren’t going to tell you what you want to hear, but need to know
• Behavior
• Getting real vs. reality
• New reality of public relations
• Goblin Harris

Question 25

Walk your talk & | 3 T's of Civic engagement

Answer 25

Your organization's place in the world Do what you say you are going to do time, talent, treasure what YOU can give

Question 26

Four things you need to know for PR

Answer 26

1. Know your business 2. Know your audience 3. Build relationships 4. Demonstrate influences

Question 27

What is a good pitch

Answer 27

What a company wants you to know and knowing what the audience wants to hear

Question 28

persuasion

Answer 28

changing the audiences behavior | a result of having good ethos, pathos and logos

Question 29

public relations is about perception (3 things)

Answer 29

identity - what you put out there image - how you are viewed at a specific time reputation- aggregate of how people see you

Question 30

mission

Answer 30

tell the organization who the company does business with, what the organization stands for, focused on action and purpose of organization, how the organization does what it does

Question 31

vision

Answer 31

provides organization with guidance, how to achieve their mission, all about the FUTURE, how will they reach that goal

Question 32

PR is a part of

Answer 32

Marketing

Question 33

5 P's

Answer 33

1. preparation 2. passion 3. persuasion 4. professionalism 5. persistance

Question 34

3 steps to perfect pitch

Answer 34

do research make personal know story

Question 35

work inside out

Answer 35

employees are most important ambassador, talk with them!

Question 36

engage friends and foes

Answer 36

understand every aspect of both

Question 37

trust in transparency

Answer 37

be open about everything, even tough topics

Question 38

use real words

Answer 38

be yourself in writing