Deck 2: The History of Modern Public Relations

Question 1

Parker and Lee helped the Pennsylvania Railroad Company gain approval for a rate hike by ______.

A)using opinion leaders to gain public support
B)relying on scientific persuasion techniques
C)hiring lobbyists to draft legislation
D)establishing a corporate PR department

Answer 1

A

Question 2

How have digital and social media primarily altered PR?

A)improving communication efficiency
B)ensuring communication accuracy
C)quantifying PR return on investment
D)increasing impression rates

Answer 2

A

Question 3

What is a commonality between Harold Burson,Dan Edelman,and John Hill?

A)starting their careers as journalists
B)working as corporate salespeople
C)serving as White House press secretaries
D)founding political consulting firms

Answer 3

A

Question 4

George Creel's 4 Minute Men was one of the first examples of ______.

A)social activism
B)a sponsored radio drama
C)pro bono work
D)a speaking tour

Question 5

What was a common publicity technique used by P.T.Barnum?

A)donating circus proceeds to needy local charities
B)providing gifts to reporters for positive news articles
C)staging controversial events to gain news coverage
D)distributing pamphlets about his circus to the press

Question 6

Arthur W.Page was a pioneer in which of the following areas?

A)corporate social responsibility
B)integrated marketing communications
C)public relations research
D)corporate public relations

Question 7

Which of the following is suggested by the number one Page Principle?

A)Communicate clearly and succinctly.
B)Address company problems immediately.
C)Be honest with a company's stakeholders.
D)Use actions to show a company's character.

Question 8

Which of the following ideas is credited to Dan Edelman?

A)integrating a marketing message through all media communications
B)offering free public relations services to reputable charities and causes
C)establishing a strong social media presence by paying bloggers to mention products
D)sending company spokespeople on national media tours to promote new products

Question 9

What did Moss Kendrix urge numerous firms to do?

A)establish and publish codes of ethics
B)engage in socially responsible activities
C)advertise their support of philanthropic causes
D)stop using stereotypical images in advertisements

Question 10

Which of the following PR activities is attributed to John Muir?

A)implementing publicity stunts to accomplish political goals
B)using communication tools to advocate environmentalism
C)travelling around the country to promote new products
D)using the press to build support for charitable organizations

Question 11

Which U.S.president hired Amos Kendall to be the first White House Press Secretary?

A)Ulysses S.Grant
B)Andrew Jackson
C)Woodrow Wilson
D)Franklin D.Roosevelt

Question 12

Hill & Knowlton was the first American PR firm to ______.

A)promote services with media tours
B)open a branch office in Europe
C)work for a political campaign
D)have an African-American owner

Question 13

Which of the following contributed to the rise of press agentry in the 1800s?

A)growth of the newspaper industry
B)support for American independence
C)exploration of western territories
D)increase in European immigrants

Question 14

During the 1800s,the railroad industry expanded significantly in part because of PR.Which statement best explains how the railroad industry utilized PR?

A)Through positive press,the railroad industry overcame negative attitudes about train travel.
B)The railroad industry used strategic communication to promote westward migration by train.
C)Different railway companies competed for customers by offering free tickets and prizes.
D)Publicists were hired to convince citizens that train travel was both safe and inexpensive.

Question 15

What was the purpose of promoting Victory Gardens?

A)providing locations for war widows to grieve
B)encouraging support of the war effort
C)promoting the sale of war bonds
D)establishing recruitment locations

Question 16

Which of the following was established by Eleanor Lambert?

A)Best Dressed List
B)American Red Cross
C)Victory Gardens
D)National Organization for Women

Question 17

Since it first opened,the Edelman agency has focused on which of the following?

A)integrating social media and earned media
B)building corporate reputations with PR activities
C)using earned media to support marketing efforts
D)establishing a diverse team of PR specialists

Question 18

Who founded the first black-owned PR firm in the United States?

A)Joseph V.Baker
B)John W.Hill
C)Moss Kendrix
D)Inez Kaiser

Question 19

With its work for Johnson & Johnson,Burson-Marsteller established itself as a leader in which of the following areas?

A)corporate philanthropy
B)social activism
C)marketing public relations
D)corporate crisis management

Question 20

Which company received PR advice from both Page and Burger?

A)P&G
B)AT&T
C)American Tobacco
D)Hormel

Question 21

A press agent in the mid-1800s would most likely use which of the following tactics?

A)reach out to company stakeholders
B)write opinion pieces for local newspapers
C)exaggerate the benefits of a product
D)tailor product messages to target audiences

Question 22

Which of the following contributed to the growth of public relations in the 1960s?

A)increasing activism,like the Civil Rights movement
B)opening of PR agencies,like Burson-Marsteller
C)rise of issue-based activism,like Greenpeace
D)using PR for non-profit organizations,like the Red Cross

Question 23

Which of the following is the best method for measuring PR campaigns?

A)tracking media impressions
B)using the AVE tool to quantify PR impact
C)monitoring click-through rates
D)calculating the ROI for PR activities

Question 24

How did Edward Bernays and Doris Fleishman pioneer pro bono PR work?

A)writing free articles about their clients
B)promoting charities at no cost
C)using media tours regularly
D)scheduling press events

Question 25

Which of the following should be the basis for evaluating the impact of a PR campaign?

A)short- and long-term marketing strategies
B)detailed competitive intelligence
C)specific,measurable objectives
D)duration of media impressions

Question 26

Representatives of Bow Wow,Inc.,a dog food company,are traveling to more than 50 cities across the United States to promote the firm's latest organic dog food.In each city,company representatives set up dog agility contests,distribute samples,and answer questions from customers.Which term best describes the efforts of Bow Wow?

A)media tour
B)media relations
C)press event
D)publicity stunt

Question 27

What was the primary purpose of the Federalist Papers?

A)promoting the efforts of American patriots
B)encouraging public support of the U.S.Constitution
C)hyping events like the Boston Tea Party
D)summarizing concerns about British rule

Question 28

P.T.Barnum was most likely the first person to ______.

A)use publicity stunts
B)have traveling exhibits
C)promote a road show
D)hold a press conference

Question 29

Howard Bowen has been dubbed the "Father of ______."

A)Modern Public Relations
B)Spin
C)Corporate Social Responsibility
D)Press Agentry

Question 30

How did firms like Kodak and Ford demonstrate corporate social responsibility prior to the 1930s?

A)reducing manufacturing pollutants
B)establishing business best practices
C)monitoring product and worker safety
D)offering bonuses and benefits to employees

Question 31

Based on the Pew Research's Social Media Usage 2005-2015 study,which of the following statements is true?

A)Social media usage has increased slightly in the last decade.
B)Most American adults get their news from social media sites.
C)Nearly half of all American adults use social networking sites.
D)Social media usage has remained stable for the last decade.

Question 32

The activities of P.T.Barnum were similar to which of the following?

A)radio dramas
B)social activism
C)political campaigns
D)reality television

Question 33

During the 1980s,which of the following events triggered concerns about business ethics?

A)potential wrongdoing by Exxon related to the Valdez oil spill
B)lack of corporate social responsibility by Viacom
C)ineffectiveness of the United Nation's Global Compact
D)possible errors by Johnson & Johnson in the Tylenol case

Question 34

Which of the following is an example of a non-profit organization using public relations?

A)measuring the number of hits on the organization's website
B)attracting donations through the organization's Facebook page
C)developing mission and vision statements for the organization
D)running a commercial about the organization on broadcast TV

Question 35

Which of the following was credited to Leone Baxter?

A)gathering competitive intelligence for publicity campaigns
B)establishing offices in both Europe and the U.S.
C)founding the first political consulting firm in the U.S.
D)initiating the idea of market targeting and segmentation

Question 36

Which factor contributed to the growth of CSR in the 1960s and 1970s?

A)investigations into corporate ethics scandals
B)enactment of federal employment laws
C)concerns about rapid globalization
D)decline of philanthropic organizations

Question 37

Which of the following is an event created for the sole purpose of getting media coverage?

A)press conference
B)media tour
C)fake news
D)publicity stunt

Question 38

During which era did Americans demand that corporations demonstrate ethics and citizenship?

A)1980s to 1990s
B)1960s to 1970s
C)1940s to 1950s
D)1910s to 1930s

Question 39

What was P.T.Barnum's primary goal when seeking publicity for exhibits like the Feejee Mermaid?

A)proving the validity of his artifacts
B)educating the public about science
C)generating awareness of his museum
D)establishing himself as a showman

Question 40

Sam Adams was known as the "father of press agentry" because he ______.

A)urged the nomination of George Washington
B)supported enactment of the U.S.Constitution
C)published numerous political pamphlets
D)used events to encourage dissent from British rules

Question 41

Which of the following was asserted by Howard Bowen?

A)Every organization is entitled to public relations representation.
B)Corporations should be transparent with their stakeholders.
C)The government should support equal opportunity in the workforce.
D)Businesses should enact decisions and policies that benefit society.

Question 42

U.S.firms that receive the Award for Corporate Excellence have been recognized for ______.

A)employing a highly diverse workforce
B)providing a safe working environment
C)exhibiting social responsibility overseas
D)supporting local charities and organizations

Question 43

Which of the following would likely improve the effectiveness of messages?

A)more diversity among PR,marketing,and advertising professionals
B)an increased focus on accurately translating copy into multiple languages
C)the use of celebrities and models from different cultures and ethnicities
D)the implementation of integrated marketing communication concepts

Question 44

In the 1980s,Inez Kaiser,a former schoolteacher,became the first African-American woman to open a PR firm.

Question 45

Chester Burger was an early pioneer in using television for PR purposes.

Question 46

Hill & Knowlton is credited with initiating the idea of media tours,which the agency first implemented for its largest client,the American Iron and Steel Institute.

Question 47

The first and most important Page Principle is "a company's true character is expressed by its people."

Question 48

In response to intense criticism,Burson-Marsteller refused to represent controversial clients like big tobacco companies.

Question 49

The 4 Minute Men group conveyed information to the public about government efforts during World War II.

Question 50

Edward L.Bernays pioneered the use of behavioral psychology in PR campaigns intended to shape public opinion.

Question 51

As one of the earliest advocates for CSR,Howard Bowen called on businesses to consider how their policies and actions impact society.

Question 52

At the Wilson Agency,PR,advertising,product development,and research specialists coordinate their efforts to ensure that messages to the target audience are clear and consistent across all media platforms.The Wilson Agency is using which of the following?

A)integrated marketing communications
B)proactive public relations
C)comprehensive media relations
D)controlled communications channels

Question 53

Which of the following best defines integrated marketing communications?

A)analyzing the target audience before developing a communications plan
B)establishing measurable objectives for communicating with customers
C)using both traditional and digital media to communicate with customers
D)communicating with customers in a consistent and coordinated manner

Question 54

Impressions are based on the ______.

A)viewership ratings of a media outlet
B)potential costs of airtime or media space
C)number of clicks per second on a website
D)profitability of a media investment

Question 55

When determining the effectiveness of public relations campaigns,return on investment is a more quantifiable and defensible measurement than the Advertising Value Equivalency tool.

Question 56

Which of the following activities is credited to Daniel J.Edelman?

A)promoting a global brand
B)using PR to market products
C)managing company crises with PR
D)applying thought leadership

Question 57

By engaging in CSR,firms are able to ______.

A)coordinate their messages
B)enhance their reputations
C)globalize more rapidly
D)integrate social media

Question 58

Which PR agency was one of the first to have a global presence?

A)Rogers & Cowan
B)Hunter PR
C)Hill & Knowlton
D)DAY

Question 59

Which of the following is considered the starting point of CSR?

A)expansion of environmentalism in the 1960s
B)impact of the Industrial Revolution in the 1800s
C)concerns about business ethics in the 1930s
D)demands for higher wages in the early 1900s

Question 60

Due to numerous incidents of corporate wrongdoing in the 1950s and 1960s,consumers demanded that businesses establish codes of ethics and integrate CSR into standard business practices.

Question 61

Define integrated marketing communications (IMC).What are the benefits of IMC?

Question 62

"According to the Bureau of Labor Statistics,the demographics of advertising,marketing and public relations jobs in the U.S.indicate that 8.7% are African-Americans / Blacks and 15.3% are Hispanics / Latinos.This compares to the demographics of the U.S.population that is 14% black and 17% Hispanic,for the same period." What does this information suggest about the field of PR? How might these statistics impact the success or failure of an organization's PR campaign?

Question 63

Briefly discuss and analyze the philosophy and contributions of Arthur W.Page.Why is it important for modern PR professionals to understand and apply the Page Principles?

Question 64

Explain how corporate social responsibility has evolved from the 1980s to present day.What factors have contributed to these changes? Illustrate your response with an example of a firm that engages in CSR.

Question 65

George Creel,Amos Kendall,Leonne Baxter,and Elmer Davis were PR pioneers.Briefly describe the contributions of two of these individuals.

Question 66

Compare and contrast how businesses and nonprofit organizations use PR.How does each type of organization benefit from effective PR?

Question 67

What contributions did Daniel J.Edelman make to the public relations field?

Question 68

Edward L.Bernays is often referred to as the "Father of Modern Public Relations." What innovative methods and approaches did Bernays implement into his PR campaigns? Illustrate your response with specific examples of Bernays' work.

Question 69

Name two of the Page Principles.Why are the Page Principles still relevant today?

Question 70

What factors drove the growth of corporate social responsibility during the 1960s and 1970s?