TEST 1 - set 2

Question 1

Building Awareness

Answer 1

PR’s contribution to the bottom line by increasing sales and stock prices through publicity, promotion, and targeted communications to segmented audiences

Question 2

Organizational Motivation

Answer 2

PR’s contribution to the bottom line by increasing company morale through internal relations and communication

Question 3

Opportunity Identification

Answer 3

PR’s contribution to the bottom line by maintaining dialogues with a variety of audiences to discover new markets and opportunities

Question 4

Issue Scanning

Answer 4

PR’s contribution to the bottom line by understanding public opinion early in the process through systematic and comprehensive research methodologies

Question 5

Crisis Management

Answer 5

PR’s contribution to the bottom line by having a concrete plan for handling crisis to protect your position and reputation

Question 6

Counseling Executives

Answer 6

PR’s contribution to the bottom line by counseling those in charge to help them make informed decisions

Question 7

Serving As An Agent of Change

Answer 7

PR’s contribution to the bottom line by outlining benefits and plans for change through dialogue with a variety of audiences

Question 8

How PR Contributes to the Bottom Line

Answer 8

~ Building awareness
~ Organizational motivation
~ Issue scanning
~ Opportunity identification
~ Crisis management
~ Counseling executives
~ Serving as an agent of change
~ Ensuring social responsibility
~ Influencing public policy

Question 9

Ensuring Social Responsibility

Answer 9

PR’s contribution to the bottom line by aligning organization with public interest projects to create a positive reputation and earn community trust

Question 10

Influencing Public Policy

Answer 10

PR’s contribution to the bottom line by eliminating political barriers through lobbying and building coalitions with decision-makers

Question 11

PR in Colonial America (16th-18th Centuries)

Answer 11

PR as a means to promote settlement

Struggle for independence
~ Boston Tea Party = greatest and best-known publicity stunt of all time
~ Propaganda used to get support for Revolutionay movement

Question 12

Sam Adams

Answer 12

A PR specialist who:
~ Recognized the power of the pen, and of special events and symbols
~ Used slogans
~ Used press releases and news leaks
~ Was behind the Boston Tea Party

Question 13

Sam Adam’s Objectives

Answer 13

~ Justify the cause
~ Promote advantages
~ Arouse the masses
~ Neutralize opponents
~ Phrase issues clearly

Question 14

The Age of the Press Agent (1800s)

Answer 14

The age of hype
~ Davy Crockett, Buffalo Bill
~ Press agent tactics
~ Master of pseudo event = P.T. Barnum
~ Used ticket giveaways and opinion leaders to ensure event success

Question 15

Thomas Jefferson

Answer 15

Seldomly wrote articles for the press, but urged others, including John Beckley to publicly counter the federalists in the press

Also urged Madison to attack the ideas of Alexander Hamilton

Question 16

John Beckley

Answer 16

Thomas Jefferson’s “eyes and ears” for public opinion

Question 17

Amos Kendall

Answer 17

A member of President Andrew Jackson’s “kitchen cabinet”

“Was Jackson’s thinking, writing, and lying machine … was chief overseer, chief reporter, scribe, accountant general, man of all work”

Question 18

Andrew Jackson

Answer 18

Portrayed as a rugged frontiersman who worked for the people

His word choice and way of speaking was often uncouth, so he dictated his ideas to Amos Kendall, who made them more palatable

Question 19

Teddy Roosevelt

Answer 19

Changed gov’t through PR
~ used informal chats with reporters to anonymously get his ideas into the press
~ Issued press releases on Sunday to capture Monday morning headlines
~ understood the importance of press and positive relationships with the press
~ created the first White House press office

Question 20

Woodrow Wilson

Answer 20

Established the “Committee on Public Information” in 1977, on which George Creel served to change the anti-war attitudes as U.S. was entering WWI
~ quickly became known as the “Creel Committee”

Question 21

George Creel

Answer 21

Served on the Committee on Public Information established by Woodrow Wilson where he regulated the press to control war coverage

Hired by Wilson sell war bonds, enlist soldiers, and to raise millions of dollars for welfare through the Red Cross, resulting in fundraising becoming a successful element of PR

Asked that newspapers seek approval before printing news that he categorized as “dangerous”

Question 22

The Creel Committee

Answer 22

Established by Woodrow Wilson and headed by George Creel, that:
~ Mailed out 6,000 news releases
~ Generated 20,000 columns of newsprint each week
~ Published an official daily
~ Sponsored 75,000 speakers in small towns
~ Established a foreign language division
~ Developed exhibits, films, and posters that traveled the country

Led to an optimistic belief in the power of mass communication emerging after the war

Question 23

Franklin D. Roosevelt

Answer 23

~Used radio speeches to convey warmth, personality, and nonpartisanship
~ Introduced and continued “fireside chats”
~ Put forth campaign to fight infantile paralysis

Question 24

Louis M. Howe

Answer 24

FDR’s PR advisor who controlled FDRs image

Question 25

Carl Byoir

Answer 25

~Important figure in FDR's the campaign to fight infantile paralyisis ~ Designed fundraising events to make news ~ Used FDR's birthdate as a night to have FDR Birthday Balls and raise money/awareness ----->Birthday Balls raised $1 million dollars

Question 26

Arthur Page

Answer 26

VP of Marketing at AT&T who wrote President Harry Truman's announcement to the world of dropping the atomic bomb on Japan

Question 27

The Page Principles of PR Management

Answer 27

~ Tell the truth ~ Prove it with action ~ Listen to the customer ~ Manage for tomorrow ~ Conduct PR as if the whole company depends on it ~ Realize a company's true character is expressed by its people ~ Remain calm, patient, and good-humored

Question 28

Tell the Truth

Answer 28

Page Principle of PR Management: ~ Be forthright with info by letting public know what's happening ~ Provide an accurate picture of company's character, ideals, and practices

Question 29

Prove it with Action

Answer 29

Page Principle of PR Management: ~ Public perception is determined more so by what a person/organization does and less by what they say

Question 30

Listen to the Customer

Answer 30

Page Principle of PR Management: ~ Stay on top of what the public wants/needs ~ Always keep top decision-makers/employees informed about public reaction to company products, policies, practices

Question 31

Manage for Tomorrow

Answer 31

Page Principle of PR Management: ~ Anticipate public reaction and eliminate practices that create difficulties ~ Generate goodwill

Question 32

Conduct PR as if whole company depends on it

Answer 32

Page Principle of PR Management: ~ Corporate relations = a management function ~ No corporate strategy should be implemented w/out considering public impact

Question 33

Realize a company's true character is expressed by its people

Answer 33

Page Principle of PR Management: ~ Every employee - active or retired - is involved with PR

Question 34

Remain calm, patient, and good-humored

Answer 34

Page Principle of PR Management: ~ Lay groundwork for PR miracles w/ consistent and reasoned attention to info and contacts ~ Cool heads communicate best during a crisis

Question 35

Jim Hagerty

Answer 35

Served as Press Secretary for the entirety of Eisenhower's time as President Instrumental in Eisenhower's TV ads - the first televised political ads - that depicted Eisenhower in a Q&A session with normal citizens

Question 36

Muckracking Journalism

Answer 36

Type of journalism that became very popular because it generated public response and created follow-up work as subjects of investigation

Question 37

Ida Tarbell

Answer 37

Muckracking Journalist who wrote "The History of the Standard Oil Company" in 1902 ~ Revealed the unfair business practices of Rockefeller and... kicked off the era of muckracking journalism and using the press to expose wrongdoings 

Question 38

Lincoln Steffens

Answer 38

Muckracking Journalist who wrote a series titled "The Shame of Cities," which documented corrupt gov't practices in U.S. cities

Question 39

Ray Stannard Baker

Answer 39

Muckracking Journalist who wrote about labor problems, including child labor and the economic status of African Americans

Question 40

Upton Sinclair

Answer 40

Muckracking Journalist who wrote "The Jungle" in 1906 which conveyed the plight of immigrant workers in Chicago's packing houses and documented unsanitary conditions within ~ This led to the passage of the Pure Food and Drugs Act of 1906 that regulated the activities of manufacturers

Question 41

Henry Ford

Answer 41

Contributed to modern PR coming of age through his ideas about positioning and accessibility

Question 42

Positioning

Answer 42

Publicity always goes to those who do something first

Question 43

Accessibility

Answer 43

Organizations must always be accessbile to the press

Question 44

Ivy Lee

Answer 44

~ First PR counselor ~ His "Declaration of Principle" led to the birth of modern PR ~ Largely responsible for the popularity of the press release

Question 45

Ivy Lee's Contributions to Modern PR

Answer 45

~ Promoting idea that business and industry should align with public interests ~ Ensuring the support of top management ~ Maintaining open communication w/ journalists ~ Humanizing business and making it relevant to workers, community, and consumers

Question 46

Edward L. Bernay's (1891-1995)

Answer 46

The Father of Modern PR ~ Broadway press agent before WWI ~ Joined Creel Commission during war ~ Nephew of Sigmund Freud and a great believer in the use of psychology in forming public opinion ~ Published Crystallizing Public Opinionin 1923

Question 47

Crystallizing Public Opinion

Answer 47

Laid down the rationale for PR as a function of management and introduced the concept of two-way public relations Advocated a research-based approach that involved accepting feedback from target audiences for mutually beneficial communication Published by Edward Bernay's in 1923

Question 48

The Publicity Bureau

Answer 48

The first PR firm established in 1900 by George Michaelis ~ First client was Harvard ~ Began work for nation's railroads to oppose gov't regulation in 1906, but campaign failed and it went out of business

Question 49

Westinghouse

Answer 49

First in-house public relations that worked to promote alternative current (AC) over Edison's direct current (DC)

Question 50

PR's Expansion in Post-War America

Answer 50

~ Rapid growth in all areas of PR ~ Growth followed the development of mass media ~ Growth was aided by evolving research methodologies and techniques

Question 51

Four Models of PR

Answer 51

1) Press Agentry / Publicity 2) Public Information 3) Two-Way Asymmetric 4) Two-Way Symmetric

Question 52

Press Agentry / Publicity Model

Answer 52

~ One-way communication typically through mass media ~ Oftentimes exaggerated or otherwise distorted info for solely advocacy purposes ~ Not research based ~ P.T. Barnum then; Sports, theater, music and film today

Question 53

Public Information Mode

Answer 53

~ One-way communication typically through mass media ~ Not necessarily advocacy based, but part of journalistic ideal of accuracy and completeness of information ~ Involves some fact-finding research ~ Ivy Lee then; Gov't / non-profits now

Question 54

Two-Way Asymmetric Model

Answer 54

~ Two-way communication through scientific persuasion techniques ~ Help the communicator better understand the audience ~ Research used to plan strategies and evaluate those strategies ~ Edward Bernay's then; Marketing / advertising firms today

Question 55

Two-Way Symmetric Model

Answer 55

~ Two-way communication for mutual understandings ~ Formative research used to understand public perceptions of the organization ~ Evaluative research to understand how PR tactics impacted audience understanding ~ Edward Bernay's then; Educators / professional leaders today

Question 56

Trends in Today's Practice of PR

Answer 56

``` ~ Feminization of the field ~ The importance of diversity ~ Transparency ~ An expanded role for PR ~ Increased emphasis on evaluation ~ Investments in Corporate Social Responsibility ~ New directions in mass media ~ Outsourcing to PR firms ~ The importance of lifelong learning ```

Question 57

Factors that could lead to Gender Discrepancies

Answer 57

~ Number of years in the field ~ Technician duties vs. managerial responsibilities ~ The nature of the industry ~ Size of organization ~ Women's attempts to balance work and family