Exam 1

Question 1

Primary, secondary, and marginal public

Answer 1

Based on influence

Question 2

Traditional and future publics

Answer 2

Based on time

Question 3

Proponents, opponents, and uncommitted publics

Answer 3

Based on relationship

Question 4

PR decision making process

Answer 4

RACE: research, action, communication, evaluate

Question 5

PR decision making process RESEARCH

Answer 5

Define the problem using situational analysis

Question 6

PR decision making process 2 ACTION

Answer 6

State program objective

Question 7

PR decision making process COMMUNICATION

Answer 7

Develop campaign to meet objectives

Question 8

PR decision making process EVALUATE

Answer 8

Should be done continuously

Question 9

Difference between PR & journalism

Answer 9

Scope Objectives Audience& Channels

Question 10

Difference between PR and advertising

Answer 10

Tools Audience Scope/Function & Cost

Question 11

Difference between PR and marketing

Answer 11

Audience Focus, Language, Method

Question 12

Sam Adams

Answer 12

Recognize power of pen & special events
Used slogans & press releases
Behind Boston tea party

Question 13

Sam Adams Objectives

Answer 13

Justify cause
Promote advantages 
Arouse masses 
Neutralize opponents 
Phrase issues clearly

Question 14

The age of press agent 1800s

Answer 14

Age of hype
Master of pseudo event= PT Barnum
Used ticket giveaways to ensure success

Question 15

John Beckley

Answer 15

Thomas Jefferson’s eyes & ears

Question 16

Amos Kendall

Answer 16

Andrew Jackson’s writing and lying machine

Question 17

Teddy Roosevelt

Answer 17

Changed govt through PR

Created first White House press office

Question 18

George Creel

Answer 18

On Woodrow Wilson’s public info committee

Question 19

Creel Committee

Answer 19

Mailed out news releases, columns of newsprint, led to belief in mass communication

Question 20

Louis Howe

Answer 20

FDR’s PR advisor who controlled his image

Question 21

Carl Byoir

Answer 21

FDR’s fundraising guy

Question 22

Arthur Page

Answer 22

Wrote dropping of atomic bomb speech

Question 23

Page Principles

Answer 23

Tell the truth 
Prove it with action
Listen to the customer 
Manage for tomorrow 
Conduct as if the company depends on it
Company's character is expressed by its people 
Remain calm, patient, and good humored

Question 24

Jim Hagerty

Answer 24

Served as press secretary for Eisenhower

Question 25

Henry Ford

Answer 25

Contributed to modern PR with position in and accessibility

Question 26

Ivy Lee contributions to modern PR

Answer 26

Business & Industry should align with public interest
Support of top management
Open communication with journalists
Humanizing business

Question 27

Edward Bernay

Answer 27

Family her of modern PR

Published crystallizing public opinion

Question 28

Four Models of PR

Answer 28

Press Agentry
Public Information
Two Way Asymmetric
Two Way Symmetric

Question 29

Press Agentry/publicity

Answer 29

One way communication through mass media

Distorted info for advocacy purposes

Question 30

Public information model

Answer 30

One way communication through mass media

Journalistic view of accuracy and completeness of information

Question 31

Two way asymmetric model

Answer 31

Two way communication through scientific persuasion techniques
Research used to plan/evaluate strategies
(marketing/advertising now)

Question 32

Two way Symmetric model

Answer 32

Two way communication for mutual understanding
Understand public perception
Evaluate how PR tactics impacted audience understanding

Question 33

Internal & External Publics

Answer 33

Based on organizational boundaries