which statement about public relations is correct

Wherever a message originates, even if it is as simple as clicking Share on Facebook, the S-M-C-R model starts again. At the time of his trip, Franklin was an international celebrity, and the fashionable society of Paris celebrated his arrival; his choice of a symbolic American-style fur cap immediately inspired a new style of womens wigs. Public relations. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. ATL campaigns most often include television, radio and print ads as well as sponsorships. To build trust with the public by revealing all information needed for responsible decision making. It defines two general strategies or approaches known as above-the-line and below-the-line advertising before examining in detail the advertising funnel, or purchase funnel. A few other basic theories are introduced. 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. 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. To be considered effective, this model requires a measured response from its intended audience. The term symmetrical is used because the model attempts to create a mutually beneficial situation. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. This article from PRSA provides tips to those beginning a career in public relations. 2003-2023 Chegg Inc. All rights reserved. Ayer & Son is credited with being the first ad agency to work on commission. Also diverts attention away from public discussions if damaging. The purchase decision is ultimately a personal one. Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. After the overall campaign has been determined, PR practitioners enter the evaluation phase. Public relations people can use these various platforms andchannelsto publish press releases. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. Question 2 1 pts. The two-way symmetric model requires true communication between the parties involved. Emphasis on enforcement of the Code has been eliminated. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. We advance the profession through continued professional development, research, and education. Learn more about how Pressbooks supports open publishing practices. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. 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. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). 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. Marketing professionals worry about all four and consider advertising as just one part of the promotion category. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. Rather, this is a tested theory demonstrated in multiple studies. b- The most common publicity-based tool is the press HubSpot has adeck of 472 slides that presents a narrative about the history 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. First, the consumer needs to be made aware of the brand and its products. Finally, the two-way symmetrical model argues that the public relations practitioner should serve as a liaison between the organization and key publics, rather than as a persuader. 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. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. Question 1 1 pts Which is an accurate statement about public relations? It is difficult to do well, of course. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. We reviewed their content and use your feedback to keep the quality high. Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporations performance. correct incorrect. 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. 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. 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. a. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. Public relations also encompasses the following: Anticipating, analyzing and interpreting public opinion, attitudes and issues that might have an impact, for good or ill, on the operations and plans of the organization. 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. 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. This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). Im a savvy shopper. Operations Management questions and answers, Which of the following statements is true about public Then, we presume that they will be influenced by those messages. 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. 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. The image is an illustration of a purchase funnel. This is not to say that BTL messages are crafted one at a time for individual consumers. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. Strategists can also research the potential audience of the campaign. Disclose financial interest (such as stock ownership) in a clients organization. Government propaganda is a good example of this model. For more information on the differences between marketing, public relations, and advertising, read the following articles: According to Smith (2013), public relations practitioners can be placed in two groups based on responsibilities: communication managers and communication technicians. The shoes also include a symbolic red dot on the toe with which to kick Nike. Core Principle Client trust requires appropriate protection of confidential and private information. In 2000, BP began a campaign presenting itself as Beyond Petroleum, rather than British Petroleum, the companys original name. Be in good academic standing. These chats aimed to justify many New Deal policies, and they helped the president bypass the press and speak directly to the people. Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. 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. Commercial ventures also rely on this model. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). a. limitations. The PRSA Code of Ethics applies to PRSA members. To serve the public interest by providing the widest choice of practitioner options. Im not Homer Simpson looking at billboards.. Some experts think of public relations more broadly. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. Which of the following statements about advertising is correct? Whether you understand the logic behind the name change or you actually buy the soft drink is another question. It can be quickly undone by PR crises such as the BP oil spill. 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. 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. They employ ever-evolving techniques to try to stay ahead of information weary consumers. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. Read and think before you share. Branding has been used to great effect in recent elections. Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. 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. Experts are tested by Chegg as specialists in their subject area. Reveal the sponsors for causes and interests represented. Branding, once a technique used by companies to sell their products, has become an everyday means of communication. 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. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. The advent and increase of social media releases,search engine optimization, and online content publishing and the introduction of podcasts and video are relatedtrends. In a sense, content marketing allows a brand to create a more human profile in digital spaces. This is not to overstate the third-person effect. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. 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. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. Both parties make use of a back-and-forth discussion. D) Public relations is a strategy to . 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. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. It still moves people along the purchase funnel, but there is usually added value in this type of content. 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. In response, the tobacco industry began using PR techniques to increase brand presence. Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. E. Typically, shorter forms of public . Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. 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. At its heart, advertising is a matter of raising awareness, creating a deeper interest in a product, and encouraging consumers to desire to make a purchaseand ultimately to take action. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). Public relations is a concept every small business has to deal with at some point. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. They need to move from being interested to desiring a product if they are going to make the purchase. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Thank you!! release. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. An example of sponsorship is a concert tour presented by a bank or drink company. A great deal of Apples success comes from the companys mystique. The third-person effect is based onthree presumptions. 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. Advertising influences brand and product awareness in individuals and in groups. tool. Undertaking activities within a community to maintain an environment that benefits both an organization and the community . Manufactured in union shops, Blackspot shoes contain recycled tire rubber and hemp fabric. 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. It is wide and the top and narrows at the bottom. Work 37.5 hours per week and commit to a minimum of 375 hours for the duration of the internship. It is important to differentiate between the two. So, what did people do? 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. limitations. These campaigns work to position a brand in the public arena in order to give it a sense of cultural importance. An established method of inbound marketing is to write a blog or develop a podcast that attracts audiences who come for information and who stay for the delicious products. A media reaction plan should include a company media representative as part of the crisis management team. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. 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. 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. To promote respect and fair competition among public relations professionals. Regardless of its purpose, a typical campaign often involves four phases. relations? a- Marketers cannot control whether the media choose to publish Many brands use this form of marketing to engage consumers on a deep level and to offer information and emotion that might not be present in other forms of advertising. C. The city government of New Orleans refused to accept offers of federal assistance. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. Apple has also employed this type of branding with great effectiveness. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. If necessary, activate the crisis management team. . P. T. Barnum was an early American practitioner of this kind of PR. During the strategy phase, PR professionals usually determine objectives focused on the desired goal of the campaign and formulate strategies to meet those objectives. Problem-solving facilitators provide crisis management to an organization during an obstacle. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. please help me to solve these b- Publicity-based public relations do not have Which of the following statements is true about public 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. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. PR is also the process of managing your organization's brand and communications especially in times of crisis. Discussion PointDo you think the two-way symmetrical model is plausible? Then, they might take an interest in a particular product as they learn more about its features. Public relations (PR) is the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. 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? Now the concern has become a self-fulfilling prophecy. This has happened as recently as 2008. Advertising correct incorrect * not completed. 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. 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. It is often thought of as deception, but this is not always the case. 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. It was founded in Philadephia in 1869. Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. Corporations engage in PR combat all the time, though they often try to work undetected. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. 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 new name, Xe Services, was the result of a large-scale PR campaign to distance the company from associations with civilian violence (Associated Press, 2009). Essentially, the company inherited a PR machine that had been built around Jordan and that continued to function until his retirement (Roberts, 2003). 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. We believe our professional values are vital to the integrity of the profession as a whole. 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 . However, the old trick is less effective in the modern digital world. Politics has also embraced branding. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. 1. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. Advertising is synonymous with public relations. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. The S-M-C-R model (often attributed in that particular configuration to Berlo)is the most efficient model for understanding how to break down and analyze messages in the mass media. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. Despite the cynical outlook of many Americans regarding commercial claims, the notion that Apple is a symbol of individualism has been adopted with very little irony. Creating and maintaining investor confidence and building good relationships with financial community. Relating directly with legislatures and regulatory agencies on behalf of an organization. Note here that social science theories are based on many observable facts. c- Event sponsorship is not an effective 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. It originates from the public rath Show tab overview It is free. 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. Content marketing means this is no longer the case. PR techniques have been used in propaganda efforts throughout the 20th century. We are faithful to those we represent, while honoring our obligation to serve the public interest. PR professionals work to manage story framing. Helping people to survive is one of the primary functions of journalism. He was concerned about another World War starting between the United States and China. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. It is important to ensure that the information across all channels is accurate and as complementary as possible. Responding to concerns, informing, and motivating and organizations current employees or members. 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. Instead, the point is that consistent messaging is a base requirement for advertising to work. D. Public relations deals only with the activities designed to sell a product or service. Public Relations. 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. 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. 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. Advertising in the modern sense emerged between the mid-19th and early-20th centuries. 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. 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). Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. One of the more infamous examples of their campaign was a heavily reported account by a Kuwaiti girl testifying that Iraqi troops had dumped babies out of incubators in Kuwaiti hospitals. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. Expert consultants develop a specific communication plan to help achieve organizational goals. Outrage over this testimony helped galvanize opinion in favor of U.S. involvement. The idea of inbound marketing is that you bring people in to learn about your product using content marketing and then you can make sales to them in the context of a relationship where they found you rather than vice versa. Propaganda and PR messaging does not work immediately to bring about drastic changes in behavior. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. 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. An audiences attitudes and beliefs about a company can greatly influence its success. 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. However, this book focuses on a public relations approach based particularly on writing for the media. New York, NY 10005-4024. There was a time when many companies did not see the value of public relations, unless a crisis happened. How does the bread and milk effect work? This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. On one level, advertising is a simple concept. This time, though, Mother Nature was not to blame. To counter the bad press, the company launched a series of commercials featuring top Toyota executives, urging the public to keep their faith in the brand (Bernstein, 2010).

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