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1. In the classic definition, public relations involves:
a. creating understanding for or good will toward, a company, a person or a product.
b. protecting a client from negative publicity.
c. creating a positive image, even by less-than-honest means, if necessary.
d. creating goodwill for a client by strategically purchasing advertising.
2. The first publicity firm in the United States was called:
a. The Council on Public Information.
b. Jacoby & Meyers.
c. Lee and Parker.
d. The Publicity Bureau.
3. The first publicity firms in the United States were hired to:
a. get favorable news coverage for politicians.
b. overcome public criticism of railroads and other industries.
c. encourage the passage of legislation favorable to Wall Street.
d. specifically garner public support for U.S. involvement in World War I.
4. Which of the following companies/institutions was the first to create an in-house public
relations firm to do fundraising?
a. Chicago Edison
b. AT&T
c. University of Pennsylvania
d. The Washington, D.C., YMCA
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Chapter 11 Public Relations: Promoting Ideas
5. Which of the following women was not an early public relations pioneer?
a. Doris E. Fleischman
b. All were public relations pioneers
c. Anne Williams Wheaton
d. Ida Tarbell
6. An organized attack against a corporation presented on the Internet is called:
a. viral marketing.
b. persuasion.
c. crisis public relations.
d. cybersmear.
7. The man who fabricated a best-dressed contest to promote Rita Hayworth in 1939 was:
a. Edward L. Bernays.
b. Elmer Davis.
c. Henry Rogers.
d. Ivy Lee.
8. Thenation’slargestsingleemployerofpublicinformationpeopleis(are):
a. AT&T.
b. the Edison Electric Company.
c. IBM.
d. the federal government.
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Chapter 11 Public Relations: Promoting Ideas
9. Anexampleofwellmanaged“crisispublicrelations”occurredduring:
a. theNixonadministration’sefforttodistanceitselffromtheWatergatebreakin.
b. the introduction of Cabbage Patch dolls in 1983.
c. Natural beverage maker Odwalla's response to reports it had sold unpasteurized apple juice
containing E coli bacteria.
d. the Alaska oil spill of 1989.
10. Many firms attempt to use PR to get positive publicity for their products because:
a. thefirmcangetitsmessageacrosswithoutany“noise.”
b. it is easier to get a publicity release published than it is an ad.
c. although publicity is more expensive to produce, it is usually more effective.
d. it is cheaper to get a publicity release published than to purchase an ad.
11. Two examples of poorly handled public relations crises are:
a. Bank of America and Wells Fargo Bank
b. Bank of America and BP Petroleum
c. Toyota and BP Petroleum
d. Wells Fargo Bank and BP Petroleum
12. In the future, PR people must:
a. be aware of changing demographics.
b. expand overseas.
c. incorporate new technologies.
d. All of these answers are correct.
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Chapter 11 Public Relations: Promoting Ideas
13. Using public relations to create a favorable story about a new toy is an example of:
a. product public relations.
b. financial public relations.
c. crisis public relations.
d. advertising.
14. Which types of industries are likely to use PR?
a. Businesses, such as Toyota
b. Non-profit organizations, such as Habitat for Humanity
c. Professional sports teams
d. All of these answers are correct.
15. Which of the following is not a service typically offered by a PR professional?
a. planning a party to launch a new product line
b. editing shareholder reports
c. leading focus groups
d. All of these services are commonly offered.
16. The former newspaper reporter who organized the Committee on Public Information for
the U.S. Government during World War I was:
a. Ivy Lee.
b. Edward L. Bernays.
c. Elmer Davis.
d. George Creel.
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Chapter 11 Public Relations: Promoting Ideas
17. Which of the following was notpartofthe“DeclarationofPrinciples”publishedbyIvyLee
in 1906 on behalf of his public relations firm, Lee & Parker?
a. working openly, not secretly
b. providing prompt and accurate information
c. supporting negative principles
d. supplying news to the media
18. Which of the following phrases was not part of the various attempts to define public
relations over a period of 30 years by Edward L. Bernays?
a. a secret press bureau
b. to engineer public support
c. giving a client ethical advice
d. information, persuasion, and adjustment
19. The public relations firm of Byoir and Associations was charged with which ethics
violation in the 1950s?
a. creating a story about a non-existent event
b. creatinga“front”organization
c. bribing newspaper reporters
d. insider trading
20. Modern public relations emerged at the beginning of the 20th century as a way for
business to respond to muckrakers and to the antitrust campaign of which U.S.
president?
a. Woodrow Wilson
b. Theodore Roosevelt
c. Calvin Coolidge
d. Franklin Roosevelt
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Chapter 11 Public Relations: Promoting Ideas
21. Which of the following is a major difference between the practice of public relations and
the practice of advertising?
a. Advertising is involved in persuasion, and public relations is not.
b. Advertising representatives work directly with the media, while public relations representatives
do not.
c. Shifting demographic patterns affect the work of advertising people but not the work of public
relations people.
d. Advertising people are usually not involved in corporate policy decisions, and public relations
people usually are.
22. AccordingtotheImpact/Globalbox,“McDonald'sLaunchesCustomerComplaintsAppin
Japan,”thefastfoodgiantislaunchingitsnewappinresponsetowhat?
a. Food safety problems, including objects found in food
b. Poor customer service in its restaurants
c. The rising price of its food items
d. None of these are correct.
23. AccordingtotheImpact/Moneybox,“SusanG.KomenFoundationDiscoversthePriceof
PoorPublicRelations,”whichofthefollowingistrue?
a. Their“RacefortheCure”forheartdiseasewasblacklistedbysocialmediain2011.
b. Their founder and CEO, Nancy Komen, provided an immediate and successful social media
response to a communication crisis.
c. Their problems stemmed from their decision to defund the controversial organization, Planned
Parenthood.
d. CNNbrokethestoryJanuary31,2010aboutKomen’sPRproblems.
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Chapter 11 Public Relations: Promoting Ideas
24. AccordingtotheImpact/Moneybox,“Top10WorldwidePublicRelationsAgencies,”
where is the world's top public relations agency located?
a. London
b. Paris
c. Chicago
d. New York
25. AccordingtotheImpact/Moneybox,“Top10U.S.PublicRelationsAgencies,”whattypes
of companies own nine of the top 10 agencies?
a. Telecommunications companies
b. Advertising agencies
c. Newspapers and television/radio stations
d. Financial investment companies
26. Ivy Lee was one of the first public relations practitioners to promise he would be honest
and open with the news media.
a. True
b. False
27. There are three ways to encourage someone to do what you want them to do: power,
patronage, and persuasion.
a. True
b. False
28. Because of their distinctly different functions, PR firms and advertising agencies are
almost never combined.
a. True
b. False
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Chapter 11 Public Relations: Promoting Ideas
29. When Toyota accelerator flaws caused 51 deaths in 2010, the crisis communications that
followed the recall was handled correctly.
a. True
b. False
30. The U.S. Supreme Court ruled in 1961 that a public relations firm could exercise its First
Amendment rights to present dishonest information on behalf of its client.
a. True
b. False
31. In a PR firm, placement people contact news media, hoping to persuade them to publish
or broadcast stories about their clients.
a. True
b. False
32. Anne Williams Wheaton, an early public relations pioneer, later worked for President
Dwight D. Eisenhower as his associate press secretary.
a. True
b. False
33. The Public Relations Society of America was the first organization to establish a code of
ethics for the public relations industry.
a. True
b. False
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Chapter 11 Public Relations: Promoting Ideas
34. After a British Petroleum drilling platform exploded in the Gulf of Mexico in 2010, the
company immediately accepted responsibility for the spill and practiced good crisis public
relations.
a. True
b. False
35. Before 1900, industry worked successfully with the media in promoting a positive image
by providing truthful information.
a. True
b. False
36. What is the relationship between public relations agencies and news gathering?
ANSWER: Answersmayvary.
REFERENCES: PR Helps Shape Public Opinion
37. Describe the business and technological challenges that face public relations
practitioners in the next decade.
ANSWER: Answersmayvary.
REFERENCES: PR Companies Monitor Brands
38. Summarize and explain the major functions that modern public relations professionals
provide.
ANSWER: Answersmayvary.
REFERENCES: Public Relations at Work
39. Identify and briefly describe three specializations in the practice of public relations. Clarify
how they differ from one another.
ANSWER: Answersmayvary.
REFERENCES: Public Relations at Work
40. Discuss the similarities and differences between the practice of public relations and the
practice of advertising. Mention any developing relationships between the two practices
or businesses.
ANSWER: Answersmayvary.
REFERENCES: Ad Agencies and Public Relations Firms Merge
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Chapter 11 Public Relations: Promoting Ideas
