Public Relations: Chapters 1-4 – Flashcards

The majority of public relations professionals are employed in

Which best describes the relationship between public relations and marketing? * Marketing professionals are seen as subservient to more seasoned public relations practitioners. * Marketing professionals generally speak of customers and consumers, while public relations practitioners tend to focus on publics, audiences, and stakeholders. * Marketing professionals aren't generally concerned with stakeholders. * Neither is concerned with advertising initiatives.

Stakeholders in public relations are primarily referred to as

Which of the following is accurate with regard to the relationship between public relations and advertising? * Advertising is usually more costly. * Advertising is more focused on internal audiences than public relations. * Public relations is narrower in scope. * Advertising is usually seen as more credible than public relations.

The changing focus of public relations includes the long-standing (and becoming outdated) notion that practitioners should primarily be trained as

The promotion of such figures as Tom Thumb and Jenny Lind was based, in large part, on first inviting key opinion leaders to their performances. In public relations, this technique is called

Which term best describes new innovations such as YouTube and MySpace?

Arthur W. Page advocated that public relations was a

Which company hired painters and photographers to promote tourism in the American Southwest?

The first president to make extensive use of press conferences was

Which value is considered of "least" importance to public relations practitioners, according to Grunig and Hunt?

Critics often complain that public relations codes of ethics

Which one of the following is NOT a hallmark of public relations professional? * a concern for integrity of the profession * a sense of responsibility to society * a sense of independence * a high loyalty to the employer of the moment

The major effort to improve standards and professionalism in public relations worldwide is

All of the following are "careerist" values EXCEPT: * serving the public interest. * job security. * recognition from superiors. * salary level.

If an informational brochure about autism is prepared by the medical division, and it must have approval from the public relations department before production, the public relations department is described as having

Small-scale organizations of low complexity usually have public relations persons working in roles that are primarily

A retainer fee in a public relations firm essentially means that the firm is

Which is the most frequently outsourced public relations activity?

The business leader reported to have created the first corporate public relations department is