PUR3000 UF exam 1
Words that would have to be included in any almost anyone's definition of public
relations - CORRECT ANSWER-Management function - deliberate and planned,
persuasive and advocacy
• Relationships
• Research, strategic, evaluation
• Communication - all types, especially two-way
• Advocacy
• Public interest - ethics
• Continual process
• Solve problems
• Performance - bottom line
What are public relations contributions to the bottom line? - CORRECT ANSWER-
Develops goodwill between an organisation and its various publics using mass
communication
Public relations as a process (RACE). - CORRECT ANSWER-The public relations
process can be described with the RACE acronym: Research, Action, Communication,
and Evaluation. The process is a constant cycle; feedback and program adjustment are
integral components of the overall process.
Other terms for public relations, both positive and those less flattering. - CORRECT
ANSWER-corporate relations, investor relations, public affairs, mktg comm, global
comm, public and community relations, external affairs (91
Essential abilities and qualities of public relations professionals. - CORRECT ANSWER-
writing, research, planning, problem-solving, business competence
Basic field of public relations information such as levels, basic salary information, what
influences salaries. - CORRECT ANSWER-It all depends on region, title, type of
organization, job classification, technical or managerial. National average for all
practitioners is
$63,000
• More than 20 years of experience, average
$103,000 for men, $81,000 for women
• Top executives for Fortune 500 companies
ranges from $269,000 to almost $500,000
Similarities and differences among public relations, advertising, marketing, journalism,
and integrated
, marketing communications (IMC) - CORRECT ANSWER-All deal with the public image
of a company or organization, but Major difference among these fields is in scope,
objectives, audiences and channels
Four models of public relations. - CORRECT ANSWER-press agentry, public info, two-
way asymmetric, two-way symmetric
American movements and their affect on/how they affected the field of public relations. -
CORRECT ANSWER-promotion of western fronteir and railroads using press agentry
Major events organized by historical figures (Ivy Lee & Edward Bernays). - CORRECT
ANSWER-Used publicity and promotion to populate the
western frontier and build railroads
Major developments that influence public relations. - CORRECT ANSWER-New media
technology
More one-to-one communication
International relations
Higher priority on internal communication
Professionalism of the field
Roots of public relations such as when the term PR began to be used in its present
form, is there an
identifying founder?, first brochure, first press release, first public relations agency,
when was the PRSA
Code of Ethics first adopted? - CORRECT ANSWER-Not used in present form until
1897, Edward Bernays, 1921, first person to call himself public relations counsel, No
identified founder, 1641 Harvard first fundraising brochure, 1758 Columbia University
first press release, 1900 Publicity Bureau, first public relations agency opened,
Adaptation of PRSA Code of Ethics 1954
Five major historical public relations practitioners and their careers, examples of their
success, major
contributions to the field (Barnum, Lee, Bernays, Fleischmann, Harlow). - CORRECT
ANSWER-Phineas T. Barnum
Ivy Ledbetter Lee
Edward L. Bernays
Doris E. Fleischman (Not Pictured)
Rex Harlow
Classic campaigns, both good and bad, that utilized the power of public relations. -
CORRECT ANSWER-• NASA - media accessibility, television cameras
in new places, media tours, event coverage
• Seat Belt Campaign - buckle up campaign,
media, celebrity endorsements, buckling a 600-
foot-wide safety belt around a Hollywood sign
Words that would have to be included in any almost anyone's definition of public
relations - CORRECT ANSWER-Management function - deliberate and planned,
persuasive and advocacy
• Relationships
• Research, strategic, evaluation
• Communication - all types, especially two-way
• Advocacy
• Public interest - ethics
• Continual process
• Solve problems
• Performance - bottom line
What are public relations contributions to the bottom line? - CORRECT ANSWER-
Develops goodwill between an organisation and its various publics using mass
communication
Public relations as a process (RACE). - CORRECT ANSWER-The public relations
process can be described with the RACE acronym: Research, Action, Communication,
and Evaluation. The process is a constant cycle; feedback and program adjustment are
integral components of the overall process.
Other terms for public relations, both positive and those less flattering. - CORRECT
ANSWER-corporate relations, investor relations, public affairs, mktg comm, global
comm, public and community relations, external affairs (91
Essential abilities and qualities of public relations professionals. - CORRECT ANSWER-
writing, research, planning, problem-solving, business competence
Basic field of public relations information such as levels, basic salary information, what
influences salaries. - CORRECT ANSWER-It all depends on region, title, type of
organization, job classification, technical or managerial. National average for all
practitioners is
$63,000
• More than 20 years of experience, average
$103,000 for men, $81,000 for women
• Top executives for Fortune 500 companies
ranges from $269,000 to almost $500,000
Similarities and differences among public relations, advertising, marketing, journalism,
and integrated
, marketing communications (IMC) - CORRECT ANSWER-All deal with the public image
of a company or organization, but Major difference among these fields is in scope,
objectives, audiences and channels
Four models of public relations. - CORRECT ANSWER-press agentry, public info, two-
way asymmetric, two-way symmetric
American movements and their affect on/how they affected the field of public relations. -
CORRECT ANSWER-promotion of western fronteir and railroads using press agentry
Major events organized by historical figures (Ivy Lee & Edward Bernays). - CORRECT
ANSWER-Used publicity and promotion to populate the
western frontier and build railroads
Major developments that influence public relations. - CORRECT ANSWER-New media
technology
More one-to-one communication
International relations
Higher priority on internal communication
Professionalism of the field
Roots of public relations such as when the term PR began to be used in its present
form, is there an
identifying founder?, first brochure, first press release, first public relations agency,
when was the PRSA
Code of Ethics first adopted? - CORRECT ANSWER-Not used in present form until
1897, Edward Bernays, 1921, first person to call himself public relations counsel, No
identified founder, 1641 Harvard first fundraising brochure, 1758 Columbia University
first press release, 1900 Publicity Bureau, first public relations agency opened,
Adaptation of PRSA Code of Ethics 1954
Five major historical public relations practitioners and their careers, examples of their
success, major
contributions to the field (Barnum, Lee, Bernays, Fleischmann, Harlow). - CORRECT
ANSWER-Phineas T. Barnum
Ivy Ledbetter Lee
Edward L. Bernays
Doris E. Fleischman (Not Pictured)
Rex Harlow
Classic campaigns, both good and bad, that utilized the power of public relations. -
CORRECT ANSWER-• NASA - media accessibility, television cameras
in new places, media tours, event coverage
• Seat Belt Campaign - buckle up campaign,
media, celebrity endorsements, buckling a 600-
foot-wide safety belt around a Hollywood sign
