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31 terms

Quiz 10, Chapter 11

STUDY
PLAY
The modern era of public relations is characterized by advanced two-way communication.
T/F?
True
There are many publics with whom PR professionals interact, including an organization's _____________; they own the organization (if it is a corporation), and their goodwill is necessary for the business to operate. Annual reports and meetings provide a sense of belonging as well as information.
stockholders
Greenwashing is the PR activity of countering criticism directed at clients by environmental groups.
T/F?
True
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:
financial public relations
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
There are many publics with whom PR professionals interact, including an organization's _____________, its family. Good public relations begins at home with company newsletters, social events, and internal and external recognition of superior performance.
employees
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
Public relations pioneer ____________ was responsible for the 1929 Torches of Liberty contingent, designed to encourage smoking among women, in the annual New York Easter Parade
Edward Bernays
Public affairs work in the communities in which an organization exists is characteristic of which public relations service?
community relations
There are many publics with whom PR professionals interact, including an organization's _____________. Courtesy, as well as good business sense, requires that an organization's neighbors be treated with friendship and support. Information meetings, company-sponsored safety and food drives, and open houses strengthen ties between organizations and their neighbors.
communities
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.
media
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
_____________ is the PR practice of offering clients' spokespeople for interview by a worldwide audience via videoconferencing.
Satellite-delivered media tour
Public relations firms with particular skill at countering the PR efforts of environmentalists are said to be good at:
greenwashing
The public relations activity known as _____________ typically uses a large-scale public relations campaign designed to move or shape opinion on a specific issue.
issues management
An event staged specifically to attract public attention is a:
pseudo-event
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
When Denny's restaurant chain was beset by numerous complaints of racial discrimination during the 1990s, it undertook an aggressive PR campaign to speak to those who felt disenfranchised by the events. This is an example of:
minority relations/multicultural affairs
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
When PR professionals directly interact with elected officials or government regulators and agents, they are engaging in:
lobbying
Two essential elements of all good definitions of public relations are communication and:
management
For all intents and purposes, advertising and public relations are the same endeavor.
T/F?
False
The first publicity company, _____________, was established in 1906 to help the railroad industry challenge legislation it opposed.
the Publicity Bureau
"A sucker is born every minute" was the public relations philosophy of what legendary PR practitioner?
P. T. Barnum
Early PR practitioner Ivy Lee is credited with changing his industry from one primarily interested in publicity to one more interested in providing information.
T/F?
True
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
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.
focus groups
Directly interacting with elected officials or government regulators is the public relations activity known as community relations.
T/F?
False
President Franklin D. Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people?
radio
________, "outright lying to hide what really happened," according to PR veteran Fraser Seitel, "is antithetical to the proper practice of public relations."
Spin
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.
media