which statement about public relations is correct which statement about public relations is correct

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. A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. A brand should aim to have the same problem statement, . It is important to ensure that the information across all channels is accurate and as complementary as possible. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. In response, the tobacco industry began using PR techniques to increase brand presence. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. The question is whether they are buying it up because they are unduly influenced by messages in the mass media, or they are responding out of fear of how other people will behave. The purchase decision is ultimately a personal one. The companys first responsibility is to the safety and well-being of the people involved. 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). 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. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. We serve the public interest by acting as responsible advocates for those we represent. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. Advertising correct incorrect * not completed. (Recall that framing was defined in Chapter 9.) Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. We acquire and responsibly use specialized knowledge and experience. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. PR professionals now need to think about search algorithms, search engine optimization, social media trends, social media platform algorithms, social media influencers and social link sharing sites such as Reddit. a- Marketers cannot control whether the media choose to publish their public relations material. Pioneered by such companies as Procter & Gamble during the 1930s, the older, advertising-centric model of branding focused on the product, using advertisements to associate a particular branded good with quality or some other positive cultural value. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. 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. Reveal the sponsors for causes and interests represented. He thought that a friendship might lead to democracy in China. 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. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. Acknowledge that there is an obligation to protect and enhance the profession. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. Some of these campaigns have become particularly significant for their lasting influence or creative execution. Public relations professionals are in charge of a wide range of communication activities that may include increasing brand visibility and awareness, planning events, and creating content. They employ ever-evolving techniques to try to stay ahead of information weary consumers. Counsel subordinates in proper ethical decision making. As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). For example, if a charity commissions a public relations agency to create anadvertisingcampaign that raises money toward finding the cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who might be willing to donate money. The shoes also include a symbolic red dot on the toe with which to kick Nike. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. It is difficult to do well, of course. It is wide and the top and narrows at the bottom. These public conversations often take place through mass media and social media, which is why public relations professionals need to understand how to work with and write effective messages for the media. Responding to concerns, informing, and motivating and organizations current employees or members. 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. 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. There was a time when many companies did not see the value of public relations, unless a crisis happened. The gap between old PR methods and new ones became evident in 2006, when thenVice President Dick Cheney accidentally shot a friend during a hunting trip. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. E. Typically, shorter forms of public . We provide objective counsel to those we represent. 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. As difficult as it might be to go back and discuss where communication failed, it is essential. Often software algorithms are used to decide who sees which targeted ad and when. Note here that social science theories are based on many observable facts. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. So much data exists on individual users and on the behavior of similar people who have made similar purchases that advertisers can try to target people at precisely the right moment to influence their purchase decisions. 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? Advertising is a relatively straightforward process, right? Consumers who have been so successfully persuaded to purchase and enjoy a product that they try to persuade others to buy it too extend the reach of advertising potentially exponentially. For the theory to work, it does not matter if the other is Democrats, Republicans, frat bros, Mexican people, snobby professors or slacker college students. Core Principle Client trust requires appropriate protection of confidential and private information. Marketing emphasizes the promotion of products and services for revenue purposes. their public relations material. 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. Click here for more information on what you can expect in a public relations career. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). Public relations people can use these various platforms andchannelsto publish press releases. The main objective of public relations is to maintain a positive reputation of the brand and maintain a strategic relationship with the public, prospective customers, partners, investors, employees and other stakeholders which leads to a positive image of the brand and makes it seem honest, successful, important, and relevant. As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. The Public Relations Society of America (PRSA) defines public relations as a strategic communication process that builds mutually beneficial relationships between organizations and their publics (2016, para. Either private PR companies or in-house communications staffers carry out PR functions. We advance the profession through continued professional development, research, and education. Public relations is a strategy to persuade the public to a certain point of view c. Advertising and public relations both give people and corporations direct control over the message d. An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. 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. The PRSA Code of Ethics applies to PRSA members. 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. c- Event sponsorship is not an effective public relations Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. You can create the conditions and increase the probability of a product being bought, but it is difficult (perhaps impossible) to predict behaviors based on messaging. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. Ultimately, the stunt gained Taco Bell global advertising (BBC World, 2001). A consistently popular political brand is that of the outsider, or reform-minded politician. During the strategy phase, PR professionals usually determine objectives focused on the desired goal of the campaign and formulate strategies to meet those objectives. Advertising began in the early 1800's. B. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. 1. In addition, public interest groups release the results of research studies for use by policy makers and the public. E. Although there are similarities, there also are key differences. Act promptly to correct erroneous communications for which the practitioner is responsible. c. He thought a relationship with China might drive a wedge between the Soviet Union and China. Lobbyists also attempt to influence public policy using PR campaigns. 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. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. Corporations, conveniently, grew large enough to have massive budgets to spend on advertising. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and to communicate directly with the public, customers, and prospects. relations? . What you need to be able to do is to consider a source, consider how it is presenting its message, and consider the sources sources. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. 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. 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. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. Awareness is associated with broad market potential. Sports teams will probably not prepare for environmental disasters, but they may have to prepare for the social media scandals that players sometimes land themselves in. However, the communication pattern is still one-way. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. Brand managers that once focused on the product now find themselves in the role of community leaders, responsible for the well-being of a cultural image (Atkin, 2004). B) Advertising and public relations both give people and corporations direct control over the message. b. 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. Not every institutional organization can have a huge PR budget, but the practices can be taught to just about any small business owner. Draws attention to public conversations and media coverage. D. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. People are, in fact, buying up the bread and milk. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. Stakeholder theory identifies people who have a stake in a given institution or issue. S-M-C-R assumes that the sender comes first and the receiver comes last. 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 two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. Some highlights are referenced here. After considering all of these factors, practitioners are better educated to select the best type of campaign. It originates from the public rath Show tab overview It is free. PR is how brands manage the spread of their information, so it's similar to branding. Inbound marketing is advertisings answer to de-massification. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. The term public affairs is also used by government agencies to describe their public relations activities and by many corporations as an umbrella term to describe multiple public relation activities. 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. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. Recall that advertising tends to focus on brands and products. 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. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. You do not legally have to tell journalists everything that has happened (depending on the circumstances and whether your institution is funded by taxpayers), but if journalists discover a negative impact that you failed to disclose, they will wonder what else you are hiding, and they may give your critics and detractors extra consideration and attention. Disclose financial interest (such as stock ownership) in a clients organization. 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. They can be a quick response to a crisis or emerging issue, or they can stem from a long-term strategy tied in with other marketing efforts. The most common . Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. If necessary, activate the crisis management team. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. 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. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). Read and think before you share. To promote respect and fair competition among public relations professionals. 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. Which of the following statements about public relations is not correct? Sponsorship is often used as part of a public relations campaign. We are accountable for our actions. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). They need to learn to survive and to thrive. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. B. These models serve as guidelines to create programs, strategies, and tactics. Require that subordinates adhere to the ethical requirements of the Code. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. Im a savvy shopper. Content marketing means this is no longer the case. release. Finally, we presume that they will behave in certain ways because of the message and because of our preconceptions about different groups. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in. e- Publicity is not part of public relations. The first step of many PR campaigns is the initial research phase. To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. 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. It can be quickly undone by PR crises such as the BP oil spill. Experts are tested by Chegg as specialists in their subject area. McCains competitor, Barack Obama, also employed branding strategies. The campaign came up with the word biosolids to replace the term sludge. a- The most common publicity-based tool is the news Problem-solving facilitators provide crisis management to an organization during an obstacle. Below the line (BTL) advertisingrefers to more one-on-one marketing approaches which can include targeted social media campaigns, direct mail marketing, point-of-sale ads, coupons and deals, and email and telemarketing appeals. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. Promoting harmful products can be damaging socially, professionally and personally. please help me to solve these Relating directly with legislatures and regulatory agencies on behalf of an organization. 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. Investor relations are also often carried out under this model. Click here for more information on what you can expect in a public relations career. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. Receivers almost immediately become senders in a network. We are faithful to those we represent, while honoring our obligation to serve the public interest. A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitors clients and employees in a ploy to recruit people and business. In a society fueled by networked communications, it is becoming less important to ask what messages people receive and more important to ask what messages they seek out, according to Greg Jarboe, author of a brief history of PR. Which of the following statements about advertising is correct? 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. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. The history of the public relations field is often misunderstood. What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. This section describes a few notable PR campaigns over the years. To do so, PR pros might use a variety of channels a company blog, social media or even a . :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. 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. c- Publicity-based public relations do not have This is not to overstate the third-person effect. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. It is the audience-building aspect of advertising. 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. In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. Messaging is the process of creating a consistent story around a product, person, company, or service. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. It is important to map out potential negative scenarios and have a PR plan for each one. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. Media relations uses one the press. 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. A media reaction plan should include a company media representative as part of the crisis management team. 4). Taco Bell promised to give every American a free taco if the space station hit the target. The third-person effect is also a major issue in race relations and partisan politics. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. 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.