51) List and explain principles and techniques still used by today's public relations practitioners that have roots in ancient times. Answer: An ancient ruler motivates farmers through bulletins to find ways to grow more food to feed ∙ the populace, making them more likely to be content citizens. The Roman emperor Julius Caesar rallies the citizenry through staged events and a pamphlet ∙ to support a war effort. These are fine examples of planned persuasion targeted to a specific public for a particular ∙ purpose, the heart of public relations strategy and use of appropriate tactics. Page Ref: 27-28 Application 52) Describe some of the functions performed by Amos Kendall that are currently practiced by communications assistants of the President of the United States. Answer: Kendall wrote speeches, prepared papers on issues of the day, turned out press releases, commissioned opinion polls, but, unfortunately, also used "news leaks." Page Ref: 29 Concept 53) Discuss contributions made by Ivy Ledbetter Lee to the field of public relations. Answer: Recognition that training, often as a journalist, or at least understanding of what journalists ∙ do and need for a story are keys to entering public relations work and then being successful in it. Need to present the client's perspective in an honest, accurate, forceful way ∙ Admitting mistakes and doing everything to avoid making the same mistake again ∙ Recognizing the need for wealthy people to understand how those less fortunate survive and ∙ to generously reach out to assist them when appropriate 54) Discuss contributions by Edward L. Bernays to making the practice of public relations more professional. Answer: Publishing landmark book, that established the term "counsel Crystallizing Public Opinion, ∙ on public relations". Teaching, in 1923, the first course on public relations on the college level ∙ Recognizing talents that women bring to the field by recruiting practitioner Doris E. ∙ Fleishman, later his wife, and building a top-flight agency 55) What events or indications are there that challenge leaders and governments to recognize the growing power of global media, public opinion, and democracy? Answer: More than 60 percent of the world's people in 121 different nations live under some form of ∙ democratic government. After the downfall of Saddam Hussein, about 70 percent of eligible Iraqi voters elected new ∙ leaders. Kosovo declared independence from Serbia and Georgia, and the Ukraine challenge Russian ∙
51) List and explain principles and techniques still used by today's public relations practitioners that have roots in ancient times. Answer: ∙ An ancient ruler motivates farmers through bulletins to find ways to grow more food to feed the populace, making them more likely to be content citizens. ∙ The Roman emperor Julius Caesar rallies the citizenry through staged events and a pamphlet to support a war effort. ∙ These are fine examples of planned persuasion targeted to a specific public for a particular purpose, the heart of public relations strategy and use of appropriate tactics. Page Ref: 27-28 Application 52) Describe some of the functions performed by Amos Kendall that are currently practiced by communications assistants of the President of the United States. Answer: Kendall wrote speeches, prepared papers on issues of the day, turned out press releases, commissioned opinion polls, but, unfortunately, also used "news leaks." Page Ref: 29 Concept 53) Discuss contributions made by Ivy Ledbetter Lee to the field of public relations. Answer: ∙ Recognition that training, often as a journalist, or at least understanding of what journalists do and need for a story are keys to entering public relations work and then being successful in it. ∙ Need to present the client's perspective in an honest, accurate, forceful way ∙ Admitting mistakes and doing everything to avoid making the same mistake again ∙ Recognizing the need for wealthy people to understand how those less fortunate survive and to generously reach out to assist them when appropriate 54) Discuss contributions by Edward L. Bernays to making the practice of public relations more professional. Answer: ∙ Publishing landmark book, Crystallizing Public Opinion, that established the term "counsel on public relations". ∙ Teaching, in 1923, the first course on public relations on the college level ∙ Recognizing talents that women bring to the field by recruiting practitioner Doris E. Fleishman, later his wife, and building a top-flight agency 55) What events or indications are there that challenge leaders and governments to recognize the growing power of global media, public opinion, and democracy? Answer: ∙ More than 60 percent of the world's people in 121 different nations live under some form of democratic government. ∙ After the downfall of Saddam Hussein, about 70 percent of eligible Iraqi voters elected new leaders. ∙ Kosovo declared independence from Serbia and Georgia, and the Ukraine challenge Russian