which statement about public relations is correct

a- Marketers cannot control whether the media choose to publish For instance, they may argue that political lobbying is a form of public relations because lobbyists engage in communication activities and client advocacy in order to shape the attitudes of Congress (Berg, 2009). To build respect and credibility with the public for the profession of public relations. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. He thinks that other people are going to feel the need to go out and buy up all of the bread and milk, so, aware of the threat and concerned about their behavior, he goes out and buys bread and milk. The companys first responsibility is to the safety and well-being of the people involved. D. In addition to businesses, advertising is used by many types of organizations. We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. c. He thought a relationship with China might drive a wedge between the Soviet Union and China. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. Expert consultants develop a specific communication plan to help achieve organizational goals. Branding has been used to great effect in recent elections. 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. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. 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. All of the answers listed are correct It includes the use of speeches, corporate websites, and special event sponsorships It is usually more expensive and less cost-effective than traditional advertising. Branding focuses on the lifestyles and values inherent in a brands image as opposed to the products that are manufactured. This term encompasses brands that have created loyalty beyond reason, meaning that consumers feel loyal to a brand in much the same way they would toward friends or family members. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. Such marketing is usually optimized for search engines, which is to say the posts are written to attract search engine attention as well as outside links, which also alerts search engines that this content is valuable. Multicultural Relations/Workplace Diversity. In recent years, branding has become an important part of national political campaigns. 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. For example, during the 1980s, the Marlboro Country Music Tour took famous country stars to major coliseums throughout the country and featured talent contests that brought local bands up on stage, increasing the audience even further. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. Media relations is the first thing that comes to mind when many people think of PR: public announcements about company news, talking to reporters, and articles about new developments at a company. 2003-2023 Chegg Inc. All rights reserved. Communicating with individuals and groups in various cultural groups. A. What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. Viewing public relations as a key management function of a business or an essential strategy to manage ones individual reputation will help accomplish important goals such as establishing trust among key publics, increasing news media and social media presence, and maintaining a consistent voice across communication platforms. Core Principle Client trust requires appropriate protection of confidential and private information. We advance the profession through continued professional development, research, and education. b- Publicity-based public relations do not have Recall that advertising tends to focus on brands and products. There is a theory in the study of mass communication called the third-person effectthat says we tend to think advertising is effective but we believe that it does not affectus. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. To prevent its potential decline in the product lite-cycle, Disney runs a lot of commercials featuring Mickey Mouse showing you the fun times you could have in visiting Disney World again with your family, The commercials run throughout the year, though sometimes the amount of advertising can vary depending upon vacation season, weather and the economy, This example represents select all that apply): Use of a personality symbol Reminder advertising Sales promation Media scheduling based on flighting Madison & Vine. 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. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. Taco Bell promised to give every American a free taco if the space station hit the target. Reveal the sponsors for causes and interests represented. What Is Public Relations? PR Functions, Types, & Examples | Feedough Lobbyists also attempt to influence public policy using PR campaigns. 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. To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. The funnel is split into four parts labeled Awareness, Interest, Desire, and Action. Blackspot shoes use the Nike brand to create their own antibrand, symbolizing progressive labor reform and environmentally sustainable business practices (New York Times, 2004). Jordans amazing, seemingly magical performances on the basketball court created his immense popularity, which was then further built up by a host of press outlets and fans who developed an emotional attachment to Jordan. conference. They stockpiled rice. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. I dont just go out and buy whatever ads tell me to buy. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. This is not to say that BTL messages are crafted one at a time for individual consumers. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. Lobbying can be part of a government affairs program. Apple has also employed this type of branding with great effectiveness. Now here is whats interesting about the third-person effect. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. 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. 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. 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. The scenarios outlined in the Code provision are actual examples of misconduct. A brand should aim to have the same problem statement, . To promote respect and fair competition among public relations professionals. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. Also diverts attention away from public discussions if damaging. The Water Environment Federation, a lobbying group representing the sewage industry, initiated a campaign to promote the application of sewage on farms during the early 1990s. An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. Online advertising and social media marketing have made it possible to target people with personal messages but still purchase the ads on a massive scale. Manufactured in union shops, Blackspot shoes contain recycled tire rubber and hemp fabric. Protecting the integrity and reputation of an organization is important, but putting public interest ahead of the organizations interest is key to gaining consumer trust and loyalty. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. A media reaction plan should include a company media representative as part of the crisis management team. The result of this campaign was the popularization of diamonds as one of the necessary aspects of a marriage proposal (Reid, 2006). Public relations is not considered a management function. We are all publishers now. The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. 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. 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). "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. Public relations people can use these various platforms andchannelsto publish press releases. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). Marketing professionals worry about all four and consider advertising as just one part of the promotion category. To earn trust and mutual respect with clients or employers. Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. Scientists even speculated on the chances of the station hitting the targetslim to none. 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. Corporations engage in PR combat all the time, though they often try to work undetected. A member intentionally leaks proprietary information to the detriment of some other party. Historically, PR depended on other media platforms such as TV, newspapers and magazines to promote its content. PR campaigns begin with a research phase, develop objectives during a strategy phase, formulate ways to meet objectives during the tactics phase, and assess the proposed campaign during the evaluation phase. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. Actively pursue personal professional development. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. Corporate Social Responsibility & Sustainability Quiz - ProProfs But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code. Publicity on these channels can be worth tens or hundreds of thousands of dollars. He thought that a friendship might lead to democracy in China. However, a company should not speculate; if they dont know the facts, they should say so and promise to get back to the media as soon as possible. Advertising began in the early 1800's. B. Solved all AT&T 2:49 4 Exit 1 Which is an accurate | Chegg.com To serve the public interest by providing the widest choice of practitioner options. We acquire and responsibly use specialized knowledge and experience. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. 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. Once safety has been restored, the company needs to face the public and face the facts. Discussion PointDo you think the two-way symmetrical model is plausible? For example, the massive Gulf of Mexico oil spill in 2010 became a PR nightmare for BP, an oil company that had been using PR to rebrand itself as an environmentally friendly energy company. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. In addition, public interest groups release the results of research studies for use by policy makers and the public. This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. Such research can be used to generate mutual understanding or influence and persuade publics. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. Advertising is a relatively straightforward process, right? 1. Be in good academic standing. D) Public relations is a strategy to . Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. Relating with other firms in the industry of an organization and with trade associations. Marketing versus PR: Five ways to tell the difference, The real difference between public relations and advertising, incredible and would have been unimaginable 20 years ago, promoted alongside the activity or content, refers to more one-on-one marketing approaches, limits on the number of large bags of rice people could purchase, where the messages and perceived outcomes are thought to be negative (note the section on Perloff), oil gusher erupt in the Gulf of Mexico on April 20, 2010, Next: Chapter 4 Integrated Marketing Communications (IMC) and Public Relations, Creative Commons Attribution 4.0 International License. Douglas Atkin, who has written about brands as a form of cult, readily admits and embraces his own brand loyalty to Apple: Im a self-confessed Apple loyalist. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. comm 151 ch12 Flashcards | Quizlet PR campaigns occur for any number of reasons. The purpose is to squeeze as many people through the funnel as you can and to be able to identify the level of interest in a given market subset. The basic definition of advertising is a message or group of messages designed with three intentions: to raise awareness in the population about brands, products and services; to encourage consumers to make purchases; and, ultimately, to inspire people to advocate for their favorite brands. Engaging in social media arguments is almost never productive for a brand, unless you have Wendys level of Twitter clapback. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. 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. A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. (Public relations View the full answer Transcribed image text: all AT&T 2:49 4 Exit 1 Which is an accurate statement about public relations? Global PR is a $14 billion industry. We can say with a degree of certainty that some people are directly influenced by some ads some of the time, and we can say that many people are indirectly influenced by ads almost all of the time. Solved Question 1 1 pts Which is an accurate statement about - Chegg limitations. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. 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. The company created stories about celebrity proposals and gifts between lovers that stressed the size of the diamonds given. For example, the tobacco industry offers a good case study of the migration from advertising to PR. The first step of the campaign Hill & Knowlton devised was the creation of the Tobacco Industry Research Committee (TIRC) to promote studies that questioned the health effects of tobacco use. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. We serve the public interest by acting as responsible advocates for those we represent. Systematic process and planning of an organizations promotional efforts, Larger umbrella term that includes public relations and advertising, Focused on the promotion of products and/or services in order to drive sales, Audience is primarily customers or potential buyers, Paid media: companies have to pay for marketing efforts, Focused on creating a favorable public image through relationship building and reputation management. Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporations performance. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. Counsel subordinates in proper ethical decision making. Even anticommercial, antibrand groups such as Adbusters have created brands to send messages. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. Content marketingrefers to a common practice where brands produce their own content, or hire someone else to produce it, and then market that information as an alternative to advertising. . There are sections on content marketing and other forms of persuasion. In this manner, brands can engage with potential and repeat customers. A consistently popular political brand is that of the outsider, or reform-minded politician. As the readership of traditional media shift to online media, so has the focus of many in public relations. Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. If there is a disaster, the advice is to be truthful and transparent,to not say too much and to correct any exaggerations that emerge in the news media and on social media, within reason. The Blackspot logo is a simple round dot that looks like it has been scribbled with white paint, as if a typical logo had been covered over. This thought highlights the growing value and performance of public relations to the marketing mix. Some highlights are referenced here. Even then, there is no guarantee that seeing something seven times will compela person to buy a certain product, vote for a particular politician or take any other consumer action. Knowing that advertising can influence peoples awareness and purchase decisions, we tend to develop a sort of double delusion where we think other people are probably affected more than they are, and we think we are influenced less than we are. We respect all opinions and support the right of free expression. That worry and not the original message may influence our behavior. Regardless of the fate of advertising, PR has clearly come to have an increasing role in marketing and ad campaigns. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. b- The most common publicity-based tool is the press Sale promotion. Messaging is the process of creating a consistent story around a product, person, company, or service. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. Problem-solving facilitators provide crisis management to an organization during an obstacle. correct incorrect. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. PR has always been an important part of political campaigning and activity. Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. 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. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. Click here for more information on what you can expect in a public relations career. Ultimately, from the advertisers point of view, the goal is not only to move the consumer to purchase the product but also to inspire them to advocate for the brand. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. PR can focus on the company and the corporate narrative, the story of how the company came to exist and how it represents certain values and ideals at least in theory. The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. A. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. For example, an ad agency that does not typically manage multimillion-dollar television ad buys might still put together hundreds of thousands of dollars in targeted social media ads. After the overall campaign has been determined, PR practitioners enter the evaluation phase. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Ayer & Son is credited with being the first ad agency to work on commission. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. The PR program must describe its target audiencein most instances, PR programs are aimed at multiple audiences that have varying points of view and needs. The most common types of content created in this context besides blog content are social media profiles and posts, sponsored content in social media spaces and even viral video and meme chasing. Inbound marketing is advertisings answer to de-massification. Interest refers to the somewhat narrower subset of people who are prospective customers. Why Are Confederal Systems Uncommon Today, Marie Balter Obituary, 5 Ps Formulation Worksheet, Advantages And Disadvantages Of Empathy, Articles W