which statement about public relations is correctssrs fill color based on multiple values

Either private PR companies or in-house communications staffers carry out PR functions. You should be aware as an information consumer that there are ongoing battles for your allegiance. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. 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. The campaign came up with the word biosolids to replace the term sludge. The single explosion on BPs deep-water oil rig in the Gulf of Mexico essentially nullified the PR work of the previous 10 years, immediately putting BP at the bottom of the list of environmentally concerned companies. The member represents a competitor company or a conflicting interest without informing a prospective client. The two-way symmetric model requires true communication between the parties involved. Messaging is the process of creating a consistent story around a product, person, company, or service. a- The most common publicity-based tool is the news The advent and increase of social media releases,search engine optimization, and online content publishing and the introduction of podcasts and video are relatedtrends. Some experts think of public relations more broadly. This is not conceptually complicated. 4). 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. Which of the following statements about advertising is correct? The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. 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. 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). Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. The state of Louisiana undertook all rescue and clean-up operations in New Orleans. However, the communication pattern is still one-way. Wherever a message originates, even if it is as simple as clicking Share on Facebook, the S-M-C-R model starts again. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. 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. There are paid brand advocates, of course, but in a networked communication environment, even unpaid individuals with modest followings can becomeinfluencers people who promote products on their social media streams. 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. S-M-C-R assumes that the sender comes first and the receiver comes last. Reflection is a critical step in learning and corporations are like any other social institution. This section describes a few notable PR campaigns over the years. Question 2 1 pts. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. 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. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. This phase may also address budgetary restrictions and possibilities. Broad strategies such as deciding on the overall message of a campaign and the best way to communicate the message can be finalized at this time. 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. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. Common PR activities include speaking at conferences, seeking industry awards, working with the press, communicating with employees, and sending out press releases. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. Experts are tested by Chegg as specialists in their subject area. Emphasis on enforcement of the Code has been eliminated. Costco and Sams Club even put limits on the number of large bags of rice people could purchase. A companys control over what its brand symbolizes can also lead to branding issues. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. 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. Which statement about staff and line agencies is TRUE? Most modern corporations employ the persuasive communication model. Your media health is as important as your sexual health. 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. We respect all opinions and support the right of free expression. A company sends out customer satisfaction surveys; company Facebook groups and message boards. PR campaigns occur for any number of reasons. The third-person effect is also a major issue in race relations and partisan politics. Expert Answer 100% (5 ratings) Answer The accurate statement about public relations is; it includes the use of speeches, corporate websites and special events sponsorships. For more information and resources, visit our Ethics Page. Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. A. 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. Core Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society. The most common . When British Petroleum (BP) had an oil gusher erupt in the Gulf of Mexico on April 20, 2010,after the Deepwater Horizon oil rig exploded, 11 people died, and more than three million barrels of oil leaked into the gulf. A. Act promptly to correct erroneous communications for which the practitioner is responsible. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. Taco Bell promised to give every American a free taco if the space station hit the target. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. 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. 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. b- The most common publicity-based tool is the press conference. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. Preserve the integrity of the process of communication. New technologies such as blogs have enabled virtually anyone to participate in the news gathering process, meaning that public relations practitioners must work with both . Public relations. Advertising in the modern sense emerged between the mid-19th and early-20th centuries. This strategy served tobacco companies well up through the 1980s. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. Content marketing means this is no longer the case. a. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. release. All this combines to create a sense of mystery and an emotional anticipation for the products release. Then, it discusses the history of advertising. Consumer behavior is about as unpredictable as other forms of human behavior. Commercial ventures also rely on this model. Providing advice to management concerning policies, relationships, and communications. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. Marlboro sponsored events that brought a great deal of media attention to the brand. correct incorrect. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. It may seem that advertising is the biggest, most important element of the mass communication industry because its revenues fuel other types of mass media production, but advertising is only one piece of the marketing puzzle. Twitter and Instagram followers and Facebook friends can easily be bought. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. Rather, the tone, style and method of dissemination of BTL advertising are more personal. Operations Management questions and answers, Which of the following statements is true about public The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. 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. In this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. 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. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. 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. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). It is important to make amends to those affected and then do whatever is necessary to restore the organizations reputation in the community. Such research can be used to generate mutual understanding or influence and persuade publics. A brand should aim to have the same problem statement, . Line agencies perform tasks and administer programs, while staff agencies furnish advice and give assistance. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). A great deal of Apples success comes from the companys mystique. 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. In response, the tobacco industry began using PR techniques to increase brand presence. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. . Marketing emphasizes the promotion of products and services for revenue purposes. The two-way asymmetrical model presents a more scientifically persuasive way of communicating with key audiences. A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. PR is how brands manage the spread of their information, so it's similar to branding. 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. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. He was concerned about another World War starting between the United States and China. Counsel subordinates in proper ethical decision making. The slow federal response was a public relations disaster for the Bush administration. Determining the attitudes and behaviors of groups to plan public relations strategies. In a famous campaign for Lucky Strike cigarettes, he convinced a group of well-known celebrities to walk in the New York Easter parade smoking Lucky Strikes. The brand may need to establish itself with an awareness campaign. They need to move from being interested to desiring a product if they are going to make the purchase. 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. You can imagine other people foolishly thinking a winter storm is going to be worse than it is and you can think to yourself you had better buy the bread and milk before those fools, but to them, you have become the fool. Public relations uses multiple channels to generate public exposure. 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. Developing effective involvement in public policy and helping an organization adapt to public expectations. Historically, PR depended on other media platforms such as TV, newspapers and magazines to promote its content. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). conference. 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. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. 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. 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. 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. Public relations (PR) is the practice of using media channels to promote your organization and cultivate a positive public perception. Public relations focuses on image, whereas advertising focuses on sales b. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. Companies develop brands and specific products they want to sell. 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. If Nike introduces a new Air Jordan, the branding is easily handled. More will be added as experience with the Code occurs. During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. release. To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. Brands, either on their own or with the help of advertising agencies, target audiences in different ways at specific points along the funnel to reach their strategic goals. Click here for more information on what you can expect in a public relations career. An example of sponsorship is a concert tour presented by a bank or drink company. C. Advertising is not useful for persuading an audience. 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. Relating with other firms in the industry of an organization and with trade associations. 1. a- Marketers cannot control whether the media choose to publish their public relations material. This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in. Protect privileged, confidential, or insider information gained from a client or organization. There was a time when many companies did not see the value of public relations, unless a crisis happened. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. It is important to ensure that the information across all channels is accurate and as complementary as possible. They need to learn to survive and to thrive. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. b- Publicity-based public relations do not have Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. Ayer & Son is credited with being the first ad agency to work on commission. 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). 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. A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). The history of the public relations field is often misunderstood. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. The most common use of product placement is in films where characters use branded products. 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. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. No matter the public relations vehicle, there must be a common buyer that all parties want toreach. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. This more traditional form of mass media advertising is still a multibillion-dollar industry, but with data-driven targeting capabilities, brands can reach people based not only on general demographic characteristics but on specific behaviors as well. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. More restrained examples of this type of PR include the modern phenomenon of faded celebrities appearing on TV shows, such as Paula Abduls long-running appearances on American Idol. Together, communication managers and technicians play a vital role in relationship building and the management of a brand. As previously stated in this text, social institutions such as your family, friends, church and workplace can influence your behavior in tandem with or contrary to what you see and hear in the mass media. tool. Even anticommercial, antibrand groups such as Adbusters have created brands to send messages. New York, NY 10005-4024. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. HubSpot has adeck of 472 slides that presents a narrative about the history of advertising. Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. The ultimateobjectiveof PR is to retain goodwill as well as create it; the procedure to follow to achieve this is to first do good and then take credit for it. PRSA is committed to ethical practices. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. 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. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. The author of the original study noted that if there is news of a possible shortage, people sometimes buy up that item at grocery stores. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). Receivers almost immediately become senders in a network. We believe our professional values are vital to the integrity of the profession as a whole. Advertising is synonymous with public relations. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. 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. Before Obamas inauguration in January 2009, an unprecedented amount of merchandise was sold, a further testament to the power of branding (Alberts, 2009). A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. b- The most common publicity-based tool is the press a. It is difficult to do well, of course. Decline representation of clients or organizations that urge or require actions contrary to this Code. Investigate the truthfulness and accuracy of information released on behalf of those represented. PR is also the process of managing your organization's brand and communications especially in times of crisis. After the overall campaign has been determined, PR practitioners enter the evaluation phase. Social media has accelerated the speed at which information about a crisis can spread; the viral affect of social networks such as Twitter means that stakeholders can break news faster than traditional media, which makes managing a crisis harder. Im a savvy shopper. Recently Toyota faced a marketing crisis when it instituted a massive recall based on safety issues. Major political influence is now wielded by fake accounts working to drum up anger and to promote misinformation to sway public opinion. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. Such a group can range from just one person to dozens of employees depending on the size and scope of the organization. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. 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. An individual ad in a BTL context may not cost as much as a massive ad buy facilitated by an agency that primarily does ATL advertising; however, BTL advertising can still be costly for advertisers and profitable for ad agencies in the aggregate. 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. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur.

Power Shake Joe And The Juice Recipe, Articles W