c. He thought a relationship with China might drive a wedge between the Soviet Union and China. It took almost three months to cap the oil gusher. Then, we presume that they will be influenced by those messages. They said they were about values. Public relations focuses on image, whereas advertising focuses on sales b. Major political influence is now wielded by fake accounts working to drum up anger and to promote misinformation to sway public opinion. To build respect and credibility with the public for the profession of public relations. Developing effective involvement in public policy and helping an organization adapt to public expectations. C. The city government of New Orleans refused to accept offers of federal assistance. A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. 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. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). Recall that advertising tends to focus on brands and products. Protect privileged, confidential, or insider information gained from a client or organization. Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. An important part of maintaining a consistent brand is preserving the emotional attachment consumers have to that brand. 2003-2023 Chegg Inc. All rights reserved. The district will continue to require employees to be vaccinated against COVID-19 and will continue to provide religious and medical exemptions and accommodations where safe and reasonable. With the abundance of information readily available to audiences worldwide, companies are more vulnerable than ever to misinformation about their brand. The goal of the public information model is to release information to a constituency. 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. Branding, once a technique used by companies to sell their products, has become an everyday means of communication. The history of the public relations field is often misunderstood. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. Which statement about staff and line agencies is TRUE? Manufactured in union shops, Blackspot shoes contain recycled tire rubber and hemp fabric. An example of earned media is when Apple released a new iPhone, and news organizations provided coverage of the lines that wrapped around city blocks as people waited for the latest gadget. Also diverts attention away from public discussions if damaging. In an age of digital communication, it is cheap and easy to develop detailed, professional messages employing a variety of media types that PR pros can try to spread around the world instantaneously. During the 1999 World Trade Organization protests in Seattle, activists targeted Starbucks and Nike stores for physical attacks such as window smashing. 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. Act in the best interests of the client or employer, even subordinating the members personal interests. To earn trust and mutual respect with clients or employers. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. Conversely, dont blow minor incidents out of proportion or allow others to do so. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. 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. 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. Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? Campaigns to make consumers aware of new brands and products have a track record of widespread but still limited success. Global PR is a $14 billion industry. Corporate Social Responsibility (CSR) is the way how a corporation manages a balance among its economic, social, and environmental responsibilities so it can produce a positive impact on society. d- Event sponsorship is not an effective public relations An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. The slow federal response was a public relations disaster for the Bush administration. Public Relations. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. 120 Wall Street, 21st Fl. PR is also the process of managing your organization's brand and communications especially in times of crisis. This strategy served tobacco companies well up through the 1980s. 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. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. 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. Just as PR campaigns build brands, PR crises can damage them. Although line agencies serve primarily in a support capacity, they may also have groups that perform the agencies' designated tasks. For more information and resources, visit our Ethics Page. Public relations is a concept every small business has to deal with at some point. 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. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. 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. Our assumptions can be completely wrong and we may still find ourselves acting in ways to pre-empt or counteract the imagined behavior of the imagined other. There are different degrees of the third-person effect. limitations. Media relations uses one the press. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. The 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. Instead, the point is that consistent messaging is a base requirement for advertising to work. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. To be considered effective, this model requires a measured response from its intended audience. b- The most common publicity-based tool is the press conference. They may also conduct research on the potential results to better understand the cost and benefits of the campaign. They employ ever-evolving techniques to try to stay ahead of information weary consumers. To do so, PR pros might use a variety of channels a company blog, social media or even a . 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 persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. 2003-2023 Chegg Inc. All rights reserved. They need to learn to survive and to thrive. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. Now the concern has become a self-fulfilling prophecy. 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 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. 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? Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. The first step of many PR campaigns is the initial research phase. It is also possible to set up a communication system that can be activated in almost any emergency situation. You should be aware as an information consumer that there are ongoing battles for your allegiance. The two-way symmetric model is useful in communicating within an organization because it helps employees feel they are an important part of the company. B. This time, though, Mother Nature was not to blame. Handling unfavorable publicity means being honest with consumers and putting public interest first. The positive PR campaign presented Toyotas as cars with a high standard of excellence, backed by a company striving to meet customers needs. We provide objective counsel to those we represent. It can be quickly undone by PR crises such as the BP oil spill. Line agencies perform tasks and administer programs, while staff agencies furnish advice and give assistance. 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. tool. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. Advertising in the modern sense emerged between the mid-19th and early-20th centuries. In other words, it is known as the first modern ad agency. There is also a thought process that defines a fifth P; Public Relations, and that it should be counted separately from the fourth P of promotion. correct incorrect. 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. By focusing on a consistent design style in which every product reinforces the Apple experience, the computer company has managed to position itself as a mark of individuality. After the overall campaign has been determined, PR practitioners enter the evaluation phase. Twitter and Instagram followers and Facebook friends can easily be bought. Decline representation of clients or organizations that urge or require actions contrary to this Code. It isnt always pretty. please help me to solve these Apple has successfully developed PR campaigns surrounding product releases that leak selected rumors to various press outlets but maintain secrecy over essential details, encouraging speculation by bloggers and mainstream journalists on the next product. release. I dont just go out and buy whatever ads tell me to buy. a. a- Marketers cannot control whether the media choose to publish their public relations material. Besides the conflict during crisis situations between journalists and PR professionals, there are PR battles that go on between competing brands and between non-profits, corporations and government officials all the time. D. Public relations deals only with the activities designed to sell a product or service. 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 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. I did a disservice to the American people not by putting forth a bad plan, but by not being a better brander, not being able to explain it better (Kiley, 2008). A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). Operations Management questions and answers, Which of the following statements is true about public Relating with other firms in the industry of an organization and with trade associations. 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. This is not to say that BTL messages are crafted one at a time for individual consumers. In their book The Fall of Advertising and the Rise of PR, Al and Laura Ries make the point that the public trusts the press far more than they trust advertisements. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. 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 looks to build the relationships between organizations and stakeholders. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. 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. 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. The most common use of product placement is in films where characters use branded products. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. 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. Lobbyists also attempt to influence public policy using PR campaigns. Some of these campaigns have become particularly significant for their lasting influence or creative execution. 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. Consumer behavior is about as unpredictable as other forms of human behavior. 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. The funnel is split into four parts labeled Awareness, Interest, Desire, and Action. All the more reason to maintain good longstanding relationships with your consumers. PR professionals work to manage story framing. 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. Branding has been used to great effect in recent elections. 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. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. It has measurable effects on attitudes, that is, what people think about brands. Although emergencies are by their very nature unpredictable, it is possible to list and prepare for negative scenarios that might occur. . Act quickly and spare no expense in distributing the information you determine the media and others should have. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. He thought that a friendship might lead to democracy in China. Examples of Improper Conduct Under this Provision: Core Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment. Marketing emphasizes the promotion of products and services for revenue purposes. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). We do not want anyone to beat us to the bread and milk. Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. a- The most common publicity-based tool is the news PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. The PR campaign of the Body Shop made it one of the great success stories of the early 1990s, but the unfounded nature of its PR claims undermined its image dramatically. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). 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. Determining the attitudes and behaviors of groups to plan public relations strategies. This is not to overstate the third-person effect. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. Most modern corporations employ the persuasive communication model. Sponsorship is often used as part of a public relations campaign. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. their public relations material. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. 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. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. Public relations (PR) is the practice of using media channels to promote your organization and cultivate a positive public perception. In addition, public interest groups release the results of research studies for use by policy makers and the public. In 1953, studies showing the detrimental health effects of smoking caused a drop in cigarette sales. 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. In light of the improved public health conditions in San . They stockpiled rice. A media reaction plan should include a company media representative as part of the crisis management team. In response, the tobacco industry began using PR techniques to increase brand presence. Which of the following statements about public relations is not correct? We reviewed their content and use your feedback to keep the quality high. Advertising began in the early 1800's. B. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. Internal policies should be changed to minimize a repeat of the crisis situation. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. The company created stories about celebrity proposals and gifts between lovers that stressed the size of the diamonds given. Engaging in social media arguments is almost never productive for a brand, unless you have Wendys level of Twitter clapback. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. The best way to build good PR is to carefully maintain a good reputation over time and to avoid behaviors as an individual, company or corporation that might harm others. This was a way of breaking down mass influence beyond advertising. Thank you!! a- Marketers cannot control whether the media choose to publish 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. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. Advertising is a relatively straightforward process, right? 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. 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. Helping people to survive is one of the primary functions of journalism. Both parties make use of a back-and-forth discussion. Some highlights are referenced here. To improve, adapt and expand professional practices. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. An example of sponsorship is a concert tour presented by a bank or drink company. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. Here is how the third-person effect works with regard to advertising: You might think upon seeing a clever advertisement, Sure, that ad probably got someone else to buy the product, but it doesnt influence me. Lobbying can be part of a government affairs program. 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. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Discussion PointDo you think the two-way symmetrical model is plausible? Work 37.5 hours per week and commit to a minimum of 375 hours for the duration of the internship. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. Now, PR has to work in a digital media system where news reporters and editors are not the major gatekeepers deciding what information will be made public. Your media health is as important as your sexual health. questions. Positive, assertive communication focuses attention on the most important aspects of the problem and moves the process forward to resolution, even in the face of antagonistic news media. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding.
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