Partial preview of the text
Download Edward Bernays: The Father of Public Relations and more Quizzes Communication in PDF only on Docsity!
To Public Relations practitioners Edward
Bernays is known as?
Father of Spin/PR
TERM 2
What was Bernays trained in at Cornell?
DEFINITION 2
Agriculture
TERM 3
What was Bernays straightforward approach?
DEFINITION 3
Take approaches that worked with Daddy Longlegs and he
would do them over and over again and take them several
steps further
TERM 4
crystallizing public opinion
DEFINITION 4
Master of accentuating such trends and capitalizing on them
for clients
TERM 5
What was the significance of the torches of
freedom campaign
DEFINITION 5
marketing cigarettes
What did Bernays think about repetition?
The emphasis by reputation gains particularly if the rep has
dif sources
TERM 7
Publicity men traditionally sold their services
based on.?
DEFINITION 7
their ability to chart the straightest course to their client's
objective.
TERM 8
What was Bernays's philosophy?
DEFINITION 8
instead of being hire to sell the product or serive, he instead
sold whole new ways of behaving which appeared obscure
but over time reaped huge rewards for his clients and
redefined the very texture of American life. basically: Big
Think
TERM 9
Bernays was an advocate for which 20s
presidential candidate?
DEFINITION 9
Calvin Coolidge
TERM 10
What are Bernays 3 precepts of the Big Think?
DEFINITION 10
1. interpret the client to the public & interpret the public to
the client 2. research for a social science 3. America would
be better with PR
Where, when, and what was the first
fundraising initiative?
Harvard college 1641 in America set people to England on a
begging mission
TERM 17
What were the first public relations pamphlets
and brochures for?
DEFINITION 17
to advertise America called New Englands First Fruits
TERM 18
What are the 6 public relations
practices/techniques developed by Samuel
Adams and his cohort?
DEFINITION 18
1. the necessity or organization 2. the use of symbols 3. the use of
slogans 4. staged events 5. the importance of getting your story to
the public first so that your interpretation of events is the one
accepted 6. the necessity of sustained, saturation campaign using
techiques through all available media to penetrate the public view
with a new convection
TERM 19
Allan Nevins named what as the greatest
work ever done in America in the field on
public relations?
DEFINITION 19
the campaign that won the ratification of the US constitution
of 1787-
TERM 20
Who is considered the greatest showman and
press agent of all time?
DEFINITION 20
Phineas Taylor Barnum
What is Phineas Taylor Barnum known
for?
In 1842 he opened the American Museum in New York City
and immediately became famous for his extravagant
advertising and his exhibits of freaks
TERM 22
When was the advertising agency born?
DEFINITION 22
at the end of the civil war
TERM 23
What is the name of the oldest advertising
agency?
DEFINITION 23
J. Walters Thomas 1864
TERM 24
What did railroads use publicity, tours and
advertising for?
DEFINITION 24
to promote the west and nationalize the US
TERM 25
The Ayer agency was the first to establish
what in 1919?
DEFINITION 25
publicity department
How did Franklin Roosevelt use public
relations in WWII?
To bring the US out of the Depression FDR initiated a number
of action agencies-- the Agricultural Adjustment Admin, the
Civilian Conservation Corps etc --- that required extensive
publicity in order to gain cooperation and acceptance. Thus,
the public information function in the federal government
was greatly enlarged in FDR's admin.
TERM 32
What expanded between 1945 and 1980
which spread PR vocation around the world?
DEFINITION 32
world trade and political conflict
TERM 33
What role do international public relations
play into today's society?
DEFINITION 33
1. new emphasis on nonmarketing problems 2. Marked
impact of the worldwide consumerism movement 3.
development of new gov-industry relationship 4. dev of
financial pr as it is known in the US 5. Centralization in
multination public relations 6. movement to upgrade the
public relations function within the corporate structure
TERM 34
public opinion
DEFINITION 34
Public opinion is the aggregate of individual attitudes or
beliefs held by the adult population. - held by the majority -
involve particular interest drive
TERM 35
What role does power play in
PR?
DEFINITION 35
power deals with responding and creating on reality
Who are opinion-leaders?
Formal: a group of people who participates in a social level
that have ability to make decisions and set an example
Informal: peeps you know
TERM 37
What are two of the molar concepts in the
theory research & best practices of PR?
DEFINITION 37
Interests and Causes
TERM 38
Resource Management Theory
DEFINITION 38
The limits of one organizations power is the ability of
competing organization to exert power
TERM 39
Define stakeholder according to J Grunig
DEFINITION 39
as a general category of people who are "affected" by the
decisions--strategic and important --made by an organization
TERM 40
How is power socially
constructed?
DEFINITION 40
We create it
What is symmetrical two-way
communication?
Uses communication to negotiate with publics,resolve
conflict, and promote mutual understanding and respect
between the organization and its public(s).
TERM 47
What does interactivity represent?
DEFINITION 47
A way to develop relationships through online
communication
TERM 48
Define Communication Channel
DEFINITION 48
Organization's message to the consumer
TERM 49
Define medium.
DEFINITION 49
Means of general communication info or entertainment in
society
TERM 50
Define messages
DEFINITION 50
Communication medium in which tactics are carried out
What are the 2 things that messages
contain?
Purpose or what needs to be accomplished appeal or
motivate the self interest of the public
TERM 52
What can messages
be?
DEFINITION 52
Motivational and informational
TERM 53
Define primary message
DEFINITION 53
What you want your public to remember, 1 or 2 sentences
sound bites
TERM 54
Define secondary message
DEFINITION 54
Facts, honors/awards, reviews/ testimonials/ examples/
information/ persuasive, bulleted details that provides
credibility
TERM 55
Define slogan
DEFINITION 55
Short, compelling, attention getting phrases
6 fundamental principles that organizations
should use to effectively communicate
1. be honest 2. share the good the bad and the ugly 3. dont
forget the why 4. speak with one voice 5. be timely 6. say it,
do it
TERM 62
Identify and define the 5 stages of the
innovation-decision process.
DEFINITION 62
1) Knowledge: know what it is, and know how it works 2)
Persuasion: begin to formulate an attitude 3) Decision: adopt
or reject 4) Implementation: when you start using the
product 5) Confirmation: seek reinforcement that you made
a good decision when you bought it
TERM 63
Big Think
DEFINITION 63
defying conventions
