Question 1

Some public relations firms bill clients by adding a surcharge as high as 17.65% for such things as printing,research,and photographs,which are known as

Accepted Answer

The items listed in the question (printing, research, and photographs) are typically considered collateral materials in the realm of public relations and marketing. Some PR firms will add a surcharge for these materials, which can range from a few percent up to as high as 17.65% as mentioned in the question. This type of billing is often called a "mark-up" or "margin" on the cost of producing these materials. This is a standard practice in the industry and is intended to cover the costs of the agency's time and effort in managing these aspects of a campaign.

Question 2

"A sucker is born every minute" was the public relations philosophy of what legendary PR practitioner?

Accepted Answer

"A sucker is born every minute" is a quote commonly attributed to P. T. Barnum, who was a well-known American showman and circus owner in the 19th century. This quote reflects his belief that people were easily fooled and could be persuaded to part with their money through clever marketing tactics. While this attitude may be frowned upon in modern times, Barnum was considered a master of his craft and his legacy lives on in the world of public relations and marketing.

Question 3

The public relations activity of getting media coverage for clients is called

Accepted Answer

Publicity is the specific public relations activity that involves getting media coverage for clients. Public affairs refers to strategies aimed at influencing government policies and regulations. Lobbying involves efforts to persuade government officials to support a particular cause or issue. Promotion is a more general term that includes various marketing and advertising efforts to promote a product, service, or brand.

Question 4

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.

Accepted Answer

The correct answer is the Federal Regulation of Lobbying Act of 1946. This act requires individuals and organizations who engage in lobbying activities to register and disclose their relationships, activities, and financial expenditures to the federal government, aiming to increase transparency in the lobbying process.

Question 5

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?

Accepted Answer

Ivy Lee's work with Nazi Germany raised concerns in the United States about foreign influence on domestic affairs, leading to the enactment of the Foreign Agents Registration Act of 1938 to ensure transparency and accountability of foreign agents operating in the U.S.

Question 6

Around the 1920s,public relations pioneer _____________ began stressing two-way communication-that is,public relations practitioners talking to people,and in return listening to them when they talked back.

Accepted Answer

Edward Bernays was one of the early pioneers in the field of public relations and is often referred to as the "father of public relations." He emphasized the importance of two-way communication between organizations and the public, which involved not just sending messages to the public, but also listening and responding to their needs and concerns.

Question 7

The first publicity company,_____________,was established in 1906 to help the railroad industry challenge legislation it opposed.

Accepted Answer

The passage states that the first publicity company was established in 1906 to help the railroad industry challenge legislation it opposed. The name of this company was the Publicity Bureau, which means that choice C is the correct answer. The other choices, N. W. Ayers & Sons, the New York World, and Lord and Thomas were also historical players in the field of advertising, but they were not the first publicity company established in 1906 to help the railroad industry.

Question 8

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

Accepted Answer

Financial public relations specifically focuses on communication and relationships between investor-owned companies and their shareholders, as well as the financial community and the public. Public affairs typically refers to government and legislative communication efforts, promotion refers to marketing communications, and publicity refers to gaining media coverage.

Question 9

An event staged specifically to attract public attention is a

Accepted Answer

A pseudo-event is an event that has been created specifically for the purpose of garnering media attention or public interest, rather than occurring naturally or spontaneously. Pseudo-events are often staged by organizations or individuals to promote their message or agenda, and they may involve elaborate planning, staging, and media coverage. Examples of pseudo-events include press conferences, staged photo ops, product launches, and celebrity endorsements.

Question 10

The first corporate public relations department was established in 1889 by

Accepted Answer

Westinghouse Electric established the first corporate public relations department in 1889 to promote its alternating current system.

Question 11

The public relations activity of interacting with officials and leaders of the various power centers with whom a client must deal is known as

Accepted Answer

Public affairs involves communication and interaction with officials and leaders of various power centers such as government, regulatory authorities, and community organizations to influence public policy, regulations, and legislation. Therefore, option A) is the correct answer. Option B) financial public relations involves communication with financial analysts, investors, and stakeholders to manage financial reputation and presenting financial information. Option C) promotion involves communication and activities to promote a product, service, or idea to its target audience. Option D) publicity involves creating and disseminating information to gain public attention and media coverage for a brand or organization.

Question 12

Some public relations firms bill clients according to the performance of a specific set of services for a specific and prearranged fee,a method known as

Accepted Answer

The method described in the question is known as fixed-fee arrangements, where a specific set of services is provided for a prearranged fee. Option B is incorrect because collateral materials refer to promotional materials such as brochures and flyers, and not billing methods. Option C is incorrect because flat rate billing is a more general term and can refer to any billing method where a fixed amount is charged for a service, regardless of the specific services provided. Option D is incorrect because retainer billing is a method where clients pay a set fee to retain the services of a PR firm over a period of time, rather than for specific services.

Question 13

President Woodrow Wilson appointed _____________ to head the Committee on Public Information to build public support for U.S.participation in World War I.

Accepted Answer

George Creel was appointed by President Woodrow Wilson to head the Committee on Public Information to build public support for U.S. participation in World War I.

Question 14

The first U.S.presidential press secretary was

Accepted Answer

Amos Kendall was appointed as the first U.S. presidential press secretary by President Andrew Jackson in 1829. He served in this role for four years and was responsible for managing communication between the president and the press.

Question 15

During the 1950s and 1960s,women began to assume prominent roles in public relations.Among the most notable was President Dwight Eisenhower's associate press secretary

Accepted Answer

Anne Williams Wheaton was President Dwight Eisenhower's associate press secretary during the 1950s and 1960s, and played a prominent role in public relations during that time.

Question 16

Which group calls for an industry to adopt a position of full and total disclosure of information?

Accepted Answer

The group that calls for full and total disclosure of information is likely to be the transparentists. The other options - floggers, flacks, and lobbyists - do not necessarily promote transparency.

Question 17

________,outright lying or obfuscation,is antithetical to authentic communication and should be avoided by PR professionals,according to executive Roxanne Taylor.

Accepted Answer

The answer of ________,outright lying or obfuscation,is antithetical to authentic...

Question 18

President Franklin D.Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people?

Accepted Answer

President Franklin D. Roosevelt made impressive use of radio as a public relations tool to sell his New Deal directly to the people. He used his Fireside Chats, which were broadcasted on the radio to communicate directly with the American people and explain his policies and initiatives. This medium allowed him to bypass the traditional channels of communication and speak directly to the public, creating a powerful connection with his audience.

Question 19

The public relations activity known as _____________ typically uses a large-scale public relations campaign designed to move or shape opinion on a specific issue.

Accepted Answer

Issues management involves a comprehensive public relations campaign aimed at shaping public opinion on a particular issue. This is done through strategies that include message development, media outreach, stakeholder engagement, and advocacy. Public affairs (A) involves managing an organization's relationship with government and other policymakers. Promotion (C) involves promoting a product or service. Media relations (D) focuses on building relationships with journalists and securing media coverage for an organization.

Question 20

Around 1913,public relations pioneer _____________ issued his Declaration of Principles,which moved the profession's focus from primarily dispensing publicity to providing information.

Accepted Answer

The Declaration of Principles was issued by Ivy Lee in 1913 and shifted the focus of public relations from dispensing publicity to providing information.

Quiz 11: Public Relations