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Mass Media Chapter 11
Terms in this set (42)
the act of using argument or reasoning to induce someone to do something
creating understanding for, or goodwill toward, a company, a person, or a product
a timely public relations response to a critical situation that could cause damage to a company's reputation; crisis public relations
negative information organized and presented on the internet as continuing attacks against a corporation
uncontrolled free use of media by a public relations firm to create events and present information to capture press and public attention
1914; 300,000; $50
In ______, Henry Ford announced that if he sold _____ Model T's that year, each customer would receive a rebate. When the goal was achieved, Ford returned ____ to each buyer.
Power, Patronage, and Persuasion
Three ways to encourage people to do what you want them to:
one of the first political leaders to realize the importance of public relations; commissioned statues of himself in the first century
an important reason for the eventual emergence of the public relations profession
Ida Tarbell and Lincoln Steffens
began to make business people uncomfortable, writing stories for magazines about the not so admirable characteristics of some companies
President Theodore Roosevelt
fed public sentiment against the abuses of industry when he started his antitrust campaign; fully exploited the news media as a new and powerful tool of presidential leadership
The Publicity Bureau (Boston)
the first publicity firm; headed off the growing public criticism of railroad companies
best-known early practitioner of public relations; began his PR career by opening an office in New York with George F. Parker; has been called the father of public relations
"Declaration of Principles"
became a manifesto for early public relations companies to follow
Chicago Edison Company
American Telephone and Telegraph
University of Pennsylvania
University of Wisconsin
4 of the first companies to use in-house corporate public relations
YMCA of Washington, D.C
first to hire a publicist to do fundraising
Committee on Public Information
set up during WWI; organized by George Creel; used Liberty Bonds to raise money and promote the nation's participation in the war
Edward L. Bernays
has been called the father of public relations; wrote the first book on public relations, Crystallizing Public Opinion; taught the first course on public relations
Public Relations (according to Bernays)
the attempt, by information, persuasion, and adjustment, to engineer public support for an activity, cause, movement, or institution; giving a client ethical advice, based on research of the public, that will win the social goals upon which the client depends for his livelihood
Louis McHenry Howe
PR expert who advised FDR on how to sell the New Deal in the 1930s
World War II; Office of War Information; Elmer Davis
the largest public relations drive the government mounted was for ______. It was centered at ______ and headed by ______
Doris E. Fleischman
one of the first women in public relations
with her husband, formed the first public relations agency to specialize in political campaigns
Anne Williams Wheaton
appointed press secretary by President Dwight Eisenhower
created a (fake) "best-dressed" competition to promote little-known actress Rita Hayworth
Byoir and Associates
charged with creating "front" organizations to speak out against the trucking industry; hired by a railroad company
The Public Relations Society of America (PRSA)
established its first code of ethics in 1954 and expanded that code in 1959 with a Declaration of Principles
In 1961, the federal government had about _____ working as writer-editors and public affairs specialists.
Today, the total number of people working in the federal government public information jobs is _____.
The federal government
the nation's largest single employer of public information people
Financial PR, Product PR, and Crisis PR
the three most familiar public relations areas
A PR budget of _____ is considered huge, while an ad budget that size is considered tiny.
company that faced PR crisis with E. coli bacteria but used effective crisis public relations
Toyota recalled more than _____ vehicles for accelerator flaws.
____ people died and ___ were critically injured when the British Petroleum Deepwater Horizon drilling platform exploded in the Gulf of Mexico.
More than ____ people in the US work in public relations and about _____ firms throughout the nation offer PR-related services.
The largest PR firms employ more than ____ people.
Most PR firms have fewer than ___ employees.
five of the many types of PR clients
Hill & Knowlton, Burson-Marsteller
two US public relations firms that now also operate in Japan
3) Media Relations, Placement, and Internet Services
4) Special Events
5) Public Speaking
6) Production Tasks
8) Programming and Counseling
10 responsibilities of PR people
The Columbia Journalism Review (CJR)
studied the relationship between corporate public relations and The Wall Street Journal
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