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

By facilitating a back-and-forth discussion that results in mutual understanding and an agreement that respects the wishes of both parties, this PR model is often practiced in town hall meetings and other public forums in which the public has a real effect on the results. Commercial ventures also rely on this model. 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. These values are the fundamental beliefs that guide our behaviors and decision-making process. The image is an illustration of a purchase funnel. Often software algorithms are used to decide who sees which targeted ad and when. Relating with other firms in the industry of an organization and with trade associations. Instead, the point is that consistent messaging is a base requirement for advertising to work. Applicants must be currently enrolled in a full-time accredited public or private College/University pursuing a degree in Communications, Public Relations and/or Media. Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. The third-person effect is also a major issue in race relations and partisan politics. 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. Advertising influences brand and product awareness in individuals and in groups. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. Awareness is associated with broad market potential. Chapter 15 Review Quiz Flashcards | Quizlet Ayer & Son is credited with being the first ad agency to work on commission. a. Creating and maintaining investor confidence and building good relationships with financial community. This is not to say that BTL messages are crafted one at a time for individual consumers. Public relations looks to build the relationships between organizations and stakeholders. It is difficult to do well, of course. Branding has been used to great effect in recent elections. relations? The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. 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. And yet we do know that advertising works at least to influence behavior. In light of the improved public health conditions in San . Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. 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. Journalists often have the opposite interest because reporting on conflict is interesting. Twitter and Instagram followers and Facebook friends can easily be bought. Which statement about staff and line agencies is TRUE? 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. 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. Politics and PR have gone hand in hand since the dawn of political activity. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Reflection is a critical step in learning and corporations are like any other social institution. d- Marketers can control whether the media choose to publish Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? 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. Chemical companies should prepare for chemical spills. 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. (Recall that framing was defined in Chapter 9.) The amount of money spent on traditional media channels has declined as more and more readers have turned to favor online and social media news sources. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) Apple has also employed this type of branding with great effectiveness. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. P. T. Barnum was an early American practitioner of this kind of PR. Be honest and accurate in all communications. a- The most common publicity-based tool is the news We believe our professional values are vital to the integrity of the profession as a whole. Sponsorship is often used as part of a public relations campaign. 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. Ethical practice is the most important obligation of a PRSA member. It can take the form of blog posts or entire blogs. Advertising is a relatively straightforward process, right? 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. Although there are similarities, there also are key differences. This term encompasses brands that have created loyalty beyond reason, meaning that consumers feel loyal to a brand in much the same way they would toward friends or family members. This is the unpaid peer-to-peer communication of often provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others: Viral marketing. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. 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 company created stories about celebrity proposals and gifts between lovers that stressed the size of the diamonds given. Content marketingrefers to a common practice where brands produce their own content, or hire someone else to produce it, and then market that information as an alternative to advertising. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. The history of the public relations field is often misunderstood. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. A media reaction plan should include a company media representative as part of the crisis management team. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. 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. Multiple Choice Quiz - Oxford University Press The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. An example of sponsorship is a concert tour presented by a bank or drink company. A company sends out customer satisfaction surveys; company Facebook groups and message boards. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. 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. PR techniques have been used in propaganda efforts throughout the 20th century. Professional agents seek media coverage for a client, product, or event. Scott Adams, Dilbert, and the problem with the 'It's OK to be white Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. Solved Question 1 1 pts Which is an accurate statement about - Chegg Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporations performance. 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. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. During the 1999 World Trade Organization protests in Seattle, activists targeted Starbucks and Nike stores for physical attacks such as window smashing. Inbound marketing is advertisings answer to de-massification. Engaging in social media arguments is almost never productive for a brand, unless you have Wendys level of Twitter clapback. US Citizen or permanent resident. Now here is whats interesting about the third-person effect. On one level, advertising is a simple concept. It originates from the public rath Show tab overview It is free. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. However, the old trick is less effective in the modern digital world. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. Also diverts attention away from public discussions if damaging. b. Which of the following statements is true about public A consistently popular political brand is that of the outsider, or reform-minded politician. In cases when consumers have discovered that trusted sources were content marketers rather than independent reviewers, the revelations have created public relations problems for the brands. Disclose financial interest (such as stock ownership) in a clients organization. He was concerned about another World War starting between the United States and China. Which of the following statements about public relations is not correct? Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. Messaging is the process of creating a consistent story around a product, person, company, or service. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. By the mid-1990s, however, revelations about the unethical treatment of franchise owners called this image into serious question. Organizations attempt to persuade an audience to take a certain point of view. relations? A member intentionally leaks proprietary information to the detriment of some other party. Lobbying can be part of a government affairs program. If Nike introduces a new Air Jordan, the branding is easily handled. Digital marketing is the use of Internet tools and technologies, such as search engines, Web 2.0 social bookmarking, new media relations, blogs, and social media marketing. One example is propagandist techniques created by news media outlets in North Korea. Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. A. The first step of many PR campaigns is the initial research phase. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. Even if you do this, you might face a PR crisis. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. Im not Homer Simpson looking at billboards.. Investigate the truthfulness and accuracy of information released on behalf of those represented. 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. The profit in BTL marketing comes from reaching large audiences with tailored messages at specific times in relation to their previous purchasing and shopping behaviors. Then it worked to encourage the use of this term as a way to popularize sewage as a fertilizer, providing information to public officials and representatives. Media relations uses one the press. 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. Draws attention to public conversations and media coverage. relations? Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. Demonstrating the need for and encouraging the public support charitable organization primarily through financial contributions. 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. Probably the most important difference between marketing, public relations, and advertising is the primary focus. 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. For instance, they may argue that political lobbying is a form of public relations because lobbyists engage in communication activities and client advocacy in order to shape the attitudes of Congress (Berg, 2009). It isnt always pretty. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? Which statement about government response to Hurricane Katrina is correct? Publicity on these channels can be worth tens or hundreds of thousands of dollars. Question 2 1 pts. 1. The campaign came up with the word biosolids to replace the term sludge. Percentage of sales Objective & task Affordable Competitive parity Question 3 1 pts Multiple Select: Disney World is a mature product and a cash cow. Learn more about how Pressbooks supports open publishing practices. Costco and Sams Club even put limits on the number of large bags of rice people could purchase. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. 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. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. Behavioral phenomena, particularly changes in behavior, are driven by many variables, as we have discussed several times; however, if you want to begin to look at an advertising campaign, film or news documentary to examine its effects, this is the model to start with. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. 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. The ubiquity of modern advertising means the public is skeptical ofor even ignoresclaims advertisers make about their products. Taco Bell promised to give every American a free taco if the space station hit the target. their public relations material. A companys control over what its brand symbolizes can also lead to branding issues. The two-way asymmetrical model presents a more scientifically persuasive way of communicating with key audiences. 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. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. Keep informed and educated about practices in the profession to ensure ethical conduct. As it turned out, the Kuwaiti girl was really the daughter of the Kuwaiti ambassador and had not actually witnessed any of the alleged atrocities (Parsons, 2005). This thought highlights the growing value and performance of public relations to the marketing mix. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. To improve, adapt and expand professional practices. We respect all opinions and support the right of free expression. 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. S-M-C-R assumes that the sender comes first and the receiver comes last. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. Providing advice to management concerning policies, relationships, and communications. Practitioners do not conduct audience analysis research to guide their strategies and tactics. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. An important part of maintaining a consistent brand is preserving the emotional attachment consumers have to that brand. 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. c. He thought a relationship with China might drive a wedge between the Soviet Union and China. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. 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. In 1953, studies showing the detrimental health effects of smoking caused a drop in cigarette sales. Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. How to Do PR: The Ultimate Guide to Public Relations in 2023 - HubSpot Before delving into a discussion about the future of advertising, it might help to survey the history of the field. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. 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. 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. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. It is important to differentiate between the two. Helping people to survive is one of the primary functions of journalism. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. However, a company should not speculate; if they dont know the facts, they should say so and promise to get back to the media as soon as possible. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. 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. Communication technicians write press releases, pitches, feature articles, and other communication materials and assist in event planning. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. 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. Which statement below correctly summarizes President Nixon's reasons 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. Once safety has been restored, the company needs to face the public and face the facts. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. Public Relations (PR) Meaning, Types, and Practical Examples - Investopedia A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. Branding, once a technique used by companies to sell their products, has become an everyday means of communication. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. This audience may include media outlets, constituents, consumers, and competitors. It is important to map out potential negative scenarios and have a PR plan for each one. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. Be in good academic standing. Thus, advertising can be massively individuated that is, produced for mass audiences but having the appearance of personalized messages muchlike social media content. (Public relations View the full answer Transcribed image text: all AT&T 2:49 4 Exit 1 Which is an accurate statement about public relations? Preserve the integrity of the process of communication. Strategists can also research the potential audience of the campaign. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code. 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. tool. a- Marketers cannot control whether the media choose to publish their public relations material. After considering all of these factors, practitioners are better educated to select the best type of campaign. These chats aimed to justify many New Deal policies, and they helped the president bypass the press and speak directly to the people. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. 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. Marlboro sponsored events that brought a great deal of media attention to the brand. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. C. The city government of New Orleans refused to accept offers of federal assistance. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. The term symmetrical is used because the model attempts to create a mutually beneficial situation. a- The most common publicity-based tool is the news Its. Disseminating planned messages through selected media to further an organizations interests. The state of Louisiana undertook all rescue and clean-up operations in New Orleans. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. Knowing that advertising can influence peoples awareness and purchase decisions, we tend to develop a sort of double delusion where we think other people are probably affected more than they are, and we think we are influenced less than we are. 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. In a sense, governmental propaganda is PR, but the client is a country. For more information and resources, visit our Ethics Page. 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. Other forms of media include newspapers, television programs, radio stations, and magazines. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). Often, above the line implies that the ad or ad campaign a series of related ads meant to work in tandem appears onlegacy media platforms. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. 4). There is a time element that must be established in researching the effects of mass-mediated messages, but the point is that this simple model of propaganda became the basis for all sorts of media effects studies.