Question 1

________, one of the earliest African American counselors, wrote two books on African American consumerism and advised companies on multicultural relations.
A) Knowlton Hill
B) D. Parke Gibson
C) Carl Byoir
D) George Creel

Accepted Answer

D. Parke Gibson was a pioneering African American public relations consultant who wrote extensively on African American consumerism and advised companies on how to navigate multicultural relations.

Question 2

Among the earliest public relations counselors to emphasize marketing-oriented public relations was
A) Carl Byoir.
B) Harold Burson.
C) D. Parke Gibson.
D) Arthur W. Page.

Accepted Answer

Harold Burson was a pioneer in the field of public relations and is known for integrating marketing with public relations, emphasizing a marketing-oriented approach.

Question 3

Which of the following major public relations counseling firms did Omicom Group purchase?
A) Young & Rubican
B) J. Walter Thompson
C) Fleishman-Hillard
D) Burson-Marsteller

Accepted Answer

Omnicom Group acquired Fleishman-Hillard, a major public relations and marketing agency, as part of its strategy to expand its range of services in the communications field.

Question 4

The era right after World War II can be described as an era when the public held corporations and their leaders in
A) high esteem.
B) low esteem.
C) virtual esteem.
D) none of the above

Accepted Answer

The era right after World War II was marked by a period of economic growth and prosperity in many countries, particularly in the United States. Corporations and their leaders were often held in high esteem due to their roles in the war effort and their contributions to the post-war economic boom.

Question 5

Which of the following is NOT a principle developed by Arthur W. Page for successful corporate public relations?
A) to create a system that draws questions and criticism from employees and outside publics up through the organization to management
B) to make sure management softens bad news, especially for employees
C) to prepare contact employees with knowledge needed to be reasonable and polite with the public
D) to create a system that informs all employees about an organization's policies and practices

Accepted Answer

Arthur W. Page advocated for principles that emphasized open communication and transparency rather than softening bad news. His principles were about ensuring that all communication is direct and honest, which contradicts the idea of softening bad news.

Question 6

Paul Garrett was an early corporate public relations luminary in his role as
A) CEO of General Motors
B) the first director of public relations for General Motors
C) CEO of Lehman Brothers
D) the first director of public relations for Lehman Brothers

Accepted Answer

Paul Garrett is known for being the first director of public relations for General Motors, not for holding CEO positions or working with Lehman Brothers in a similar capacity.

Question 7

Which of the following is a factor that shaped how Public Relations came of age?
A) growth of large institutions
B) heightened public awareness and media sophistication
C) societal change, conflict and confrontation
D) All of the above

Accepted Answer

All of the factors listed - growth of large institutions, heightened public awareness and media sophistication, and societal change, conflict, and confrontation - have significantly influenced the development and maturation of Public Relations as a field. These elements have shaped its strategies, tactics, and overall importance in both corporate and public spheres.

Question 8

Which of the following has made knowledge of and facility with the Internet a front-burner necessity for practitioners?
A) cable
B) social media participation
C) mobile phones
D) videodisk technology

Accepted Answer

Social media participation has significantly increased the need for practitioners to be knowledgeable and skilled in using the Internet, as it has become a primary platform for communication, marketing, and information sharing.

Question 9

What devastating public relations problem did Johnson & Johnson face on September 30, 1982?
A) management learned extra-strength Tylenol had been used as a murder weapon to kill three people in Chicago.
B) people did not like their new packaging so they lost market share.
C) people did not like their shift from capsules to caplets so they lost market share.
D) management learned extra-strength Tylenol had been used as a murder weapon to kill a woman in Yonkers.

Accepted Answer

On September 30, 1982, Johnson & Johnson faced a devastating public relations problem when it was discovered that extra-strength Tylenol had been tampered with and used as a murder weapon to kill several people in Chicago. This led to a nationwide panic and a massive recall of the product.

Question 10

What did Johnson & Johnson do in response to the product tampering crisis in 1982?
A) recalled a lot of 93,000 bottles of extra-strength Tylenol associated with the reported Chicago murders.
B) recalled 31 million bottles of extra-strength Tylenol capsules
C) welcomed investigative news program 60 Minutes
D) all of the above

Accepted Answer

Johnson & Johnson recalled 31 million bottles of extra-strength Tylenol capsules, recalled a specific lot associated with the murders, and welcomed investigative news programs like 60 Minutes as part of their comprehensive response to the 1982 product tampering crisis.

Question 11

The practice of public relations began long before fields like law, accounting, and medicine were recognized.

Accepted Answer

The practice of public relations is a relatively modern profession compared to law, accounting, and medicine, which have roots going back centuries. Public relations as a distinct profession emerged in the late 19th to early 20th century.

Question 12

Sophistication in technology and the media's use of it have led to fulfillment of Marshall McLuhan's prediction that the world would become a "global village."

Accepted Answer

Marshall McLuhan's concept of the "global village" refers to how global communication has been made possible through advancements in technology, particularly through the media, making the world more interconnected and leading to a greater sense of shared global experience. This has largely come to fruition with the advent of the internet, social media, and various digital communication platforms.

Question 13

A key trend contributing to the evolution of public relations is the growing power of public opinion to act as a positive force in shaping democratic societies.

Accepted Answer

The growing power of public opinion has indeed been a key trend in the evolution of public relations, as it increasingly influences how organizations communicate and behave. This trend reflects the importance of public sentiment in shaping policies, corporate decisions, and societal norms, thereby acting as a positive force in the development of more responsive, transparent, and democratic societies.

Question 14

The stage for today's lobbyist was set by the Sophists hired to fight verbal battles for politicians in ancient Rome.

Accepted Answer

The Sophists were actually associated with ancient Greece, not Rome, and they were more focused on teaching persuasive speaking and argumentation rather than directly lobbying for politicians.

Question 15

Some critics say the most horrific scandal in the history of the Roman Catholic Church is their handling of reports about priests accused of sexually abusing parishioners.

Accepted Answer

The sexual abuse scandal involving numerous priests and allegations of cover-ups by the hierarchy of the Roman Catholic Church has been widely regarded as a significant and horrific scandal, drawing widespread criticism for the Church's handling of such reports.

Question 16

Samuel Adams combined weaponry of sword and pen by organizing the Associated Press to do battle with King George.

Accepted Answer

Samuel Adams was a leader in the American Revolution and used his skills as a writer and organizer to oppose British rule, but he did not organize the Associated Press, which is a news organization founded in 1846, long after his time.

Question 17

Pamphlets, a strategic vehicle used today in public relations, were used by Thomas Paine to rally support for unity among American colonists.

Accepted Answer

Thomas Paine used pamphlets, most notably "Common Sense" in 1776, as a means to advocate for American independence and unity among the colonists, effectively utilizing them as a strategic communication tool similar to modern public relations practices.

Question 18

A 1791 document fittingly in its first order of business safeguarded, among other things, the principle that provides public relations practitioners certain inalienable rights, including freedom of speech and press.

Accepted Answer

The 1791 document refers to the Bill of Rights, the first ten amendments to the United States Constitution, which includes the First Amendment. This amendment protects freedoms concerning religion, expression, assembly, and the right to petition. It explicitly safeguards freedom of speech and the press, which are fundamental to the work of public relations practitioners.

Question 19

Much of what Amos Kendall did in the "kitchen cabinet"
of President Andrew Jackson is similar to what a presidential press secretary does today.

Accepted Answer

Amos Kendall, as a member of President Andrew Jackson's "kitchen cabinet," performed roles similar to a modern presidential press secretary, including managing communications, advising on public relations, and helping craft the administration's messages to the public and press.

Question 20

Techniques to attract press coverage used by Phineas T. Barnum are representative of the "public be informed"
era that contributed to a positive image of the practice of public relations.

Accepted Answer

Phineas T. Barnum's techniques are more representative of the "public be damned" or "press agentry" era, where the focus was on gaining attention through any means necessary, often disregarding the truth or the public's best interest. This approach is generally seen as contributing to a negative image of public relations.

Quiz 2: The Growth of Public Relations

________, one of the earliest African American counselors, wrote two books on African American consumerism and advised companies on multicultural relations.

Among the earliest public relations counselors to emphasize marketing-oriented public relations was

Which of the following major public relations counseling firms did Omicom Group purchase?

The era right after World War II can be described as an era when the public held corporations and their leaders in

Which of the following is NOT a principle developed by Arthur W. Page for successful corporate public relations?

Paul Garrett was an early corporate public relations luminary in his role as

Which of the following is a factor that shaped how Public Relations came of age?

Which of the following has made knowledge of and facility with the Internet a front-burner necessity for practitioners?

What devastating public relations problem did Johnson & Johnson face on September 30, 1982?

What did Johnson & Johnson do in response to the product tampering crisis in 1982?