Exam 1 CH. 2-7

Question 1

Publicist

Answer 1

Person who deals exclusively with placement of stores in the media

Question 2

Press Agent

Answer 2

concentrates on finding unusual news angles/planning events to attract media attention

Question 3

R -ACE

Answer 3

Research and Analysis: what is the problem/situation

Question 4

R-A-CE

Answer 4

Action (program planning) What is going to be done about it? – defines objectives, audiences, strategies that will be used on a timeline

Question 5

RA-C-E

Answer 5

Communication (Execution) How will the public be told? – executing strategies to obtain objectives. news releases, events, speeches, etc.

Question 6

RAC-E

Answer 6

Evaluation - was the audience reached and what was the effect – Did sales go up? Attitudes change?

Question 7

What is the fastest growing industry for PR?

Answer 7

Medical/Biotech

Question 8

(T/F) Stakeholders are considered customers.

Answer 8

False

Question 9

Who is the father of press agency?

Answer 9

Sam Adams

Question 10

Who is considered the father of modern PR?

Answer 10

Edward L. Bernays

Question 11

What was the first book about PR?

Answer 11

Crystallizing Public Opinion

Question 12

Who was an early VP at AT&T and pushed for PR management?

Answer 12

Arthur Page

Question 13

Sending gifts to media companies is almost always considered…

Answer 13

Bribery to get favorable media coverage

Question 14

Within the PR staff function, who directly influences and recommends?

Answer 14

Staff

Question 15

Who is the largest international public firm?

Answer 15

Edelman

Question 16

Research: define validity

Answer 16

achieved when research measures what it’s supposed to measure

Question 17

Research: define reliability

Answer 17

achieved when very similar results are obtained when a study is repeated

Question 18

Qualitative research

Answer 18

understanding and rich insight; NOT numerical; softer data, nonrandom samples, low generalizability

Question 19

Quantitative Research

Answer 19

gives researcher greater ability to generalize to large populations; expensive/complicated, harder data, YES/NO questions, random samples

Question 20

define: non-public

Answer 20

means that these people are so disjointed that they’re not a public

Question 21

define: latent public

Answer 21

you have all the characteristics of a public - but don’t know it

Question 22

define: apathetic public

Answer 22

public knows about your issue but doesn’t care

Question 23

define: aware public

Answer 23

knows about your issue; knows it’s important - but doesn’t do anything about it

Question 24

define: active publics

Answer 24

publics who are actively trying to do something for change