which statement about public relations is correct

We often presume that we know how individuals from other groups will think because we have seen messages in the media and we presume to know how the other will respond. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. Now here is whats interesting about the third-person effect. In an age of digital communication, it is cheap and easy to develop detailed, professional messages employing a variety of media types that PR pros can try to spread around the world instantaneously. Chapter 1 - History, Impact, and The Big Picture, Chapter 2 - Digital Culture and Social Media's Impact on Public Relations, Chapter 4 - Integrated Marketing Communications (IMC) and Public Relations, Chapter 5 - Why Public Relations Writing Matters, Chapter 6 - The Role of Writing in Public Relations, Chapter 7 - Public Relations Writing Basics, Chapter 8 - Ethical and Legal Considerations, Chapter 9 - Tools and Tactics for the PR Toolbox, Chapter 10 - Establishing a Professional Portfolio. PR campaigns occur for any number of reasons. Although there are similarities, there also are key differences. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. There was a time when many companies did not see the value of public relations, unless a crisis happened. The idea is to move people in straightforward steps toward desired behaviors; however, there are complex processes of cognition and persuasion that underlie consumer decisions. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. You can influence other people by what you read and share, and you are encouraged once again to be aware of where your news sources get their information. Individual information consumers must take responsibility for their own consumption and for what they spread. An example of sponsorship is a concert tour presented by a bank or drink company. Mass media professionals craft messages to help sell products by raising awareness and pushing people to make actual purchase decisions, but in the network society and the age of targeted marketing, the ability to reach individual consumers who fit precise sets of characteristics is incredible. C. Advertising is not useful for persuading an audience. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. The brand may need to establish itself with an awareness campaign. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. Receivers almost immediately become senders in a network. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. We acquire and responsibly use specialized knowledge and experience. Im a savvy shopper. Keep informed and educated about practices in the profession to ensure ethical conduct. Both parties make use of a back-and-forth discussion. The group can review their campaign plan and evaluate its potential effectiveness. It is important to have a crisis management team who can handle these situations. It still moves people along the purchase funnel, but there is usually added value in this type of content. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. In 1992, the U.S. Environmental Protection Agency adopted the new term and changed the classification of biosolids to a fertilizer from a hazardous waste. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. The advent and increase of social media releases,search engine optimization, and online content publishing and the introduction of podcasts and video are relatedtrends. Whereas advertising is the paid use of media space to sell something, public relations (PR) is the attempt to establish and maintain good relations between an organization and its constituents (Theaker, 2004). Digital marketing is the use of Internet tools and technologies, such as search engines, Web 2.0 social bookmarking, new media relations, blogs, and social media marketing. C) Special events are a type of public relations. d- Event sponsorship is not an effective public relations Thus, the S-M-C-R model will often include measures looking at how much noise gets into the system and looking at what happens when receivers immediately start their own S-M-C-R processes. Responding to concerns, informing, and motivating and organizations current employees or members. The more you study the bigger picture of marketing which includes advertising strategies and other research efforts meant to guide advertising strategies as part of larger sales and production strategiesthe more you recognize how focused advertising is. Parts of this chapter remixed from Curation and Revision provided by: Boundless.com is licensed under a Attribution-ShareAlike 4.0 International License, except where otherwise noted. B) Advertising and public relations both give people and corporations direct control over the message. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). c. He thought a relationship with China might drive a wedge between the Soviet Union and China. Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? Advertising professionals will often argue that the best branding helps define and redefine the product over time so that the product only exists in consumers minds as advertising has described it, but marketing gets into the business of deciding what products to make, how to promote them, whom to market them to and when to stop making them. Audiences varies; not just customers (examples: media, internal employees), Earned media: Publicity achieved through pitching or convincing journalists to cover your client or organization, Focused on drawing attention to the product through strategic placement and imagery, Component of marketing (falls under the umbrella of marketing efforts), Paid media: companies have to pay for advertisement creation, In 1982, Johnson & Johnsons Tylenol medication commanded 35% of the US over-the-counter analgesic. Mass audiences may be in decline but entities who know how to build mass networks of users and how to successfully, if not always ethically, use their information are only starting to show their power. Whether you're looking for a new position or a new employee, start your search on the PRSA Jobcenter. Practically, PR campaigns strive to use the free press to encourage favorable coverage. It is also possible to set up a communication system that can be activated in almost any emergency situation. Theres almost an observable shiver of consternation in the cafe, and it must be discernable to the person with the PC, because they never come back. Advertising is a communication tool used by marketers in order to get customers to act. For example, utility companies often include fliers about energy efficiency with customers bills, and government agencies such as the IRS issue press releases to explain changes to existing codes. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. PRSA is committed to ethical practices. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. Providing advice to management concerning policies, relationships, and communications. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. Blackspot shoes use the Nike brand to create their own antibrand, symbolizing progressive labor reform and environmentally sustainable business practices (New York Times, 2004). For most of the 20th century, the shorthand definition of PR was that it was like advertising only instead of paying a media outlet to run a message, you sent the message out to journalists and other gatekeepers (see Chapter 7) in the hopes that they would share the information as news. A. Experts are tested by Chegg as specialists in their subject area. Reveal the sponsors for causes and interests represented. It was founded in Philadephia in 1869. Acknowledge that there is an obligation to protect and enhance the profession. Lobbyists also attempt to influence public policy using PR campaigns. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. Consider this example from Dr. William Sledzik, associate professor of journalism and mass communication at Kent State University:Can we realistically serve multiple stakeholders whose needs conflict? Determining the attitudes and behaviors of groups to plan public relations strategies. Just as PR campaigns build brands, PR crises can damage them. A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product. 1. More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. This article from PRSA provides tips to those beginning a career in public relations. The combination of detailed demographic information, search and digital media usage behaviors and physical world behaviors(such as whether someone has entered a Walmart or Macys in the past week) makes advertising in the information age more powerful, sometimes more meaningful and often more ethically questionable than in the past. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. Companies develop brands and specific products they want to sell. Finally, we presume that they will behave in certain ways because of the message and because of our preconceptions about different groups. Commercial ventures also rely on this model. Besides the conflict during crisis situations between journalists and PR professionals, there are PR battles that go on between competing brands and between non-profits, corporations and government officials all the time. It works like this: We hear a message that a winter storm is coming, and we worry that other people will be easily influenced by that news. PR often measures its worth in earned mediathe amount of free air time on TV or space in major newspapers and magazines that is earned by getting other mass media channels to tell your products stories without having to pay for ad space. Outrage over this testimony helped galvanize opinion in favor of U.S. involvement. In this manner, brands can engage with potential and repeat customers. The top of the funnel areas of awareness and interest will not need as much focus as the decision and action areas, the down funnel aspects of a campaign for a well-known and well-loved brand. Brands can foster relationships and encourage brand advocacy among people not being paid to promote their products. Communicating with individuals and groups in various cultural groups. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. Mass media platforms may still be needed to reach mass audiences outside of a brands collection of fans and followers, but much goodwill can be generated by maintaining a proactive, positive and professional digital presence. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. (Recall that framing was defined in Chapter 9.) If an advertisement for a mattress describes its features and price, a blog funded by the mattress brand might compare the pros and cons of many different mattresses, perhaps with a bias for the brand. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. By providing the press with information favorable to the tobacco manufacturers and publicly promoting new filtered cigarettes, the campaign aimed to replace the idea that smoking was undeniably bad with the idea that there was disagreement over the effects of smoking. Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. A media reaction plan should include a company media representative as part of the crisis management team. Act promptly to correct erroneous communications for which the member is responsible. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. Protect yourself and those you share information with. They need to make consumers aware of their brands, products and those products features, so they develop creative campaigns to promote them and often pay ad agencies to do the creative work and place the ads in front of mass audiences. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. An audiences attitudes and beliefs about a company can greatly influence its success. Branding focuses on the lifestyles and values inherent in a brands image as opposed to the products that are manufactured. Reflection is a critical step in learning and corporations are like any other social institution. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. questions. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. correct incorrect. If a product or service proves to be harmful, advertisers and public relations professionals have to decide if and when they will stop marketing the brand. a- Marketers cannot control whether the media choose to publish In cases when consumers have discovered that trusted sources were content marketers rather than independent reviewers, the revelations have created public relations problems for the brands. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. Corporations, conveniently, grew large enough to have massive budgets to spend on advertising. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. Counsel subordinates in proper ethical decision making. The history of the public relations field is often misunderstood. It is important to map out potential negative scenarios and have a PR plan for each one. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. Politicians communicate with their constituents and make their message known using PR strategies. D) Public relations is a strategy to . In a sense, governmental propaganda is PR, but the client is a country. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. Eventually, Nike created a vice president for corporate responsibility to deal with sweatshop issues.2. Roosevelts personal tone and his familiarity with the medium of radio helped the Fireside Chats become an important promotional tool for his administration and its programs. D. Public relations deals only with the activities designed to sell a product or service. Then, we presume that they will be influenced by those messages. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. relations? Internal policies should be changed to minimize a repeat of the crisis situation. Put simply, above the line (ATL) refers to methods of advertising that target mass audiences on mass media platforms with messages usually designed from a one-to-many point of view. It is about earning free news and social media coverage, but perhaps most importantly it is about managing crises so that people are not given a reasonnot to buy your products. Investigate the truthfulness and accuracy of information released on behalf of those represented. How does the bread and milk effect work? PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. Manufactured in union shops, Blackspot shoes contain recycled tire rubber and hemp fabric. For example, you may not drink Coke Zero, but you probably know what it is, and you may know that it is now called Coke Zero Sugar after a name change in 2017. Sponsorship is often used as part of a public relations campaign. Rather than displaying one commercial for several months, the BTL social media campaign might be made up of dozens of targeted videos, tweets, influencer posts and online ads. This is not conceptually complicated. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. The aim is to persuade the public, investors, partners, employees, and otherstakeholdersto maintain a certain point of view about the company and its leadership, products, or political decisions. During the 1999 World Trade Organization protests in Seattle, activists targeted Starbucks and Nike stores for physical attacks such as window smashing. Government propaganda is a good example of this model. Apple has also employed this type of branding with great effectiveness. The CEO of BP,Anthony Bryan Tony Hayward, lost his job because he made a major PR blunder when he said he just wanted his life back. Eleven people were dead. The first step of many PR campaigns is the initial research phase. Then, it discusses the history of advertising. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. The third-person effect is based onthree presumptions. There is also a thought process that defines a fifth P; Public Relations, and that it should be counted separately from the fourth P of promotion. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). Other forms of media include newspapers, television programs, radio stations, and magazines. The two-way asymmetrical model presents a more scientifically persuasive way of communicating with key audiences. Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. Which statement about government response to Hurricane Katrina is correct? Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporations performance. Which of the following statements about public relations is not correct? A sponsorshipis when a company pays to support an event or a mass media production in exchange for having its brand promoted alongside the activity or content. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. Probably the most important difference between marketing, public relations, and advertising is the primary focus. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. Public relations uses multiple channels to generate public exposure. Lobbying can be part of a government affairs program. Be honest and accurate in all communications. b- Publicity-based public relations do not. What to Expect from a PR Agency with Kate Finley. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. Productplacementis basicallypassive advertisingin which a company pays to have its products used prominently in a photograph, film, or video message or during a live appearance. Stakeholder theory identifies people who have a stake in a given institution or issue. US Citizen or permanent resident. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. By focusing on a consistent design style in which every product reinforces the Apple experience, the computer company has managed to position itself as a mark of individuality. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. If Nike introduces a new Air Jordan, the branding is easily handled. Advertising is challenging enough when products do not raise ethical dilemmas. The PR campaign of the Body Shop made it one of the great success stories of the early 1990s, but the unfounded nature of its PR claims undermined its image dramatically. It is often thought of as deception, but this is not always the case. Think of a summer soft drink promotion advertised on television and on the radio (ATL) that is also backed up with neighborhood-specific billboards and hyper-targeted Twitter messages with surprise prizes given out (BTL). B. D. In addition to businesses, advertising is used by many types of organizations. We serve the public interest by acting as responsible advocates for those we represent. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. An example of earned media is when Apple released a new iPhone, and news organizations provided coverage of the lines that wrapped around city blocks as people waited for the latest gadget. After considering all of these factors, practitioners are better educated to select the best type of campaign. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. tool. In the 20th century, the term ATL advertising was associated with ad agency work (mostly mass media campaign ads), whereas BTL advertising referred to pamphlets, point-of-sale marketing and other relatively small tasks that ad agencies typically did not handle. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. This personal application is perhaps the greatest evidence of the impact of advertising and PR on modern culture. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. A. tool. One key point made in this visual history is that non-branded newspaper ads would often outnumber branded ads in the early days of the newspaper industry. please help me to solve these They need to learn to survive and to thrive. Most modern corporations employ the persuasive communication model. It is simply a matter of fact that PR efforts are ongoing and that attacks within these battles do not always take the form of headlines. Colleges send informational brochures to potential students; a company includes an about section on its website. The third-person effect is also a major issue in race relations and partisan politics. Developing an effective PR model was an important war effort during World War IIwhen it was essential to develop theories for how propaganda worked to determine what the Nazis were doing and, if possible, how their propaganda could be stopped. Public relations looks to build the relationships between organizations and stakeholders. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. Require that subordinates adhere to the ethical requirements of the Code. Ultimately, the stunt gained Taco Bell global advertising (BBC World, 2001). Advertising in the modern sense emerged between the mid-19th and early-20th centuries. The two-way symmetrical model is deemed the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies (Simpson, 2014). In their book The Fall of Advertising and the Rise of PR, Al and Laura Ries make the point that the public trusts the press far more than they trust advertisements. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. Thus, the world of consumer advertising in the mass media is more complex than the funnel makes it seem, although it is an essential strategic model in the industry. b. Media representatives have an obligation to provide reliable information to their audiences, and they will get that information whether or not company spokespeople cooperate; if a company will not comment on the situation, someone else will. Also diverts attention away from public discussions if damaging. At the same time that the concept of brands was developing, mass-media platforms such as daily newspapers and radio broadcasts grew their audiences and spread their influence geographically. Like other theories related to persuasion in the mass media the behavioral influences it identifies have to contend with other social forces to influence behavior. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. Desire is an even smaller group of people who are real prospects as customers and at the action point, the funnel narrows where the real customers are located. Some 45,000 people turned out for this event; families gave up their beach holidays simply to come to a Saturn manufacturing plant in Tennessee to socialize with other Saturn owners and tour the facility. The image is an illustration of a purchase funnel. PR has always been an important part of political campaigning and activity. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically. Still, it is one of the most interesting theories in the field of mass communication, and it can explain why people race out to buy a certain product when they perceive it to be scarce. Before Obamas inauguration in January 2009, an unprecedented amount of merchandise was sold, a further testament to the power of branding (Alberts, 2009). Employing a combination of activities, designed to sell a product, service, or idea, including advertising, collateral materials, publicity, promotions, direct mail, trade shows, and special events. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe.

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