A pyramid is regular if its base is a regular polygon, that is a polygon with equal sides and angle measures. 
(and the lateral edges of the pyramid are also equal to each other)
Thus a regular rectangular pyramid is a regular pyramid with a square base, of side length say 
x.
The lateral faces are equilateral triangles of side length 
x.
The lateral surface area is 72 cm^2, thus the area of one face is 72/4=36/2=18 cm^2.
now we need to find 
x. Consider the picture attached, showing one lateral face of the pyramid.
by the Pythagorean theorem: 

thus, 

thus:

 (cm^2)
but 

 is exactly the base area, since the base is a square of sidelength = 
x cm.
So, the total surface area = base area + lateral area = 

 cm^2
Answer: 

 cm^2