Public Relations: Chapters 1-4

Flashcard maker : Lily Taylor
The majority of public relations professionals are employed in
corporations
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.
Marketing professionals generally speak of customers and consumers, while public relations practitioners tend to focus on publics, audiences, and stakeholders.
Stakeholders in public relations are primarily referred to as
publics.
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.
Advertising is usually more costly.
The changing focus of public relations includes the long-standing (and becoming outdated) notion that practitioners should primarily be trained as
journalists.
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
third-party endorsement.
Which term best describes new innovations such as YouTube and MySpace?
social media
Arthur W. Page advocated that public relations was a
management function.
Which company hired painters and photographers to promote tourism in the American Southwest?
Santa Fe Railway
The first president to make extensive use of press conferences was
Theodore Roosevelt.
Which value is considered of “least” importance to public relations practitioners, according to Grunig and Hunt?
the public interest.
Critics often complain that public relations codes of ethics
have no “teeth”.
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
a high loyalty to the employer of the moment
The major effort to improve standards and professionalism in public relations worldwide is
accreditation.
All of the following are “careerist” values EXCEPT:
* serving the public interest.
* job security.
* recognition from superiors.
* salary level.
serving the public interest.
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
concurring authority.
Small-scale organizations of low complexity usually have public relations persons working in roles that are primarily
technical.
A retainer fee in a public relations firm essentially means that the firm is
on call.
Which is the most frequently outsourced public relations activity?
writing and communications
The business leader reported to have created the first corporate public relations department is
George Westinghouse.

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