PR Quiz

What ancient religious text used audience segmentation?

The Four Gospels, written by Matthew, Mark, Luke, and John.

Who were the four audiences targeted by the authors of the Four Gospels?

• Matthew → Jewish-Christians

• Mark → Churches in Rome

• Luke → Gentiles (including “Theophilus”)

• John → Christians worldwide

What group did the government of Mesopotamia try to reach with a PR campaign on stone tablets?

Farmers

What ancient ruler pioneered the concept of naming rights for a stadium?

Alexander the Great

Who conducted a false PR campaign about Roanoke Island?

Sir Walter Raleigh

Who was the PR architect of the American Revolution?

Samuel Adams

What were three PR techniques used by Samuel Adams?

1. Ghostwritten articles and letters

2. “Put your enemy in the wrong and keep him there.”

3. Exaggeration(?)

Name one African American public relations pioneer (initials like CHS English teacher).

Joseph Varney Baker

Who was Ivy Lee?

The father of modern PR.

Who were two of Ivy Lee’s clients and what did he do for them?

• Rockefeller family → Improved their public image.

• Pennsylvania Railroad → Helped establish the ICC and improved communication with the public.

• Red Cross - helped the public truly know how much the Red Cross helps in comparison to other aid organizations

Who was Edward (Eddie) Bernays?

Another founder of modern PR, known for using psychology in PR campaigns.

Who were two of Eddie Bernays’ clients and what did he do for them?

• Ballet → Made Russian male ballet performances popular in America.

• Beech-Nut Packing Company → Promoted bacon and eggs as a “nutritious” breakfast.

• Was related to Sigmund Freud which is why he was into persuasion and mind games

• Convinced women to smoke to become thinner and more powerful

What are the four eras of modern public relations?

1. Publicity

2. Information

3. Advocacy

4. Relationship

What early PR practitioner was the first unofficial White House Press Secretary?

Amos Kendall

Which president did George Akerson serve?

President Herbert Hoover

Who was known as the “First Lady of Public Relations”?

Betsy Ann Plank

What organization did Betsy Tyler and Edward Clark grow through PR?

KKK

What was the advocacy era about?

Practiced by Edward bernays

Focus: Persuasion

One-way communication

Currently used in competitive business organizations, causes & movements

What was the publicity era about?

Followed by PT Barnum

Getting attention

One way

What was the information era about?

Used by Ivy Lee

Honest information and just getting it out there

Used by government, nonprofit organizations, and business

What was relationship era about?

Mutual understanding

Two way communication

Used in social movements

Rise of research

Avoiding crisis, not apologizing for it