b- The most common publicity-based tool is the press This has happened as recently as 2008. We often presume that we know how individuals from other groups will think because we have seen messages in the media and we presume to know how the other will respond. 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. 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. Thank you!! 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. C) Special events are a type of public relations. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. Also diverts attention away from public discussions if damaging. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. Solved Question 1 1 pts Which is an accurate statement about - Chegg To do so, PR pros might use a variety of channels a company blog, social media or even a . As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. Now the doctrine is you respond instantaneously, and where possible with a strong counterattack. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? Marketing professionals worry about all four and consider advertising as just one part of the promotion category. 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. The PR program must describe its target audiencein most instances, PR programs are aimed at multiple audiences that have varying points of view and needs. I dont just go out and buy whatever ads tell me to buy. 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. More will be added as experience with the Code occurs. The purchase decision is ultimately a personal one. Emphasis on enforcement of the Code has been eliminated. Chapter 11 Multiple-Choice Questions - Learning Link A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. b. PR has always been an important part of political campaigning and activity. The brand may need to establish itself with an awareness campaign. Either private PR companies or in-house communications staffers carry out PR functions. Marketing emphasizes the promotion of products and services for revenue purposes. Undertaking activities within a community to maintain an environment that benefits both an organization and the community . In recent years, branding has become an important part of national political campaigns. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. 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. Advertising is a communication tool used by marketers in order to get customers to act. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. We provide objective counsel to those we represent. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically. 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 organizing concept for ATL advertising, as the term is used today, is that the ads target a mass audience primarily on legacy media platforms. Be in good academic standing. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. After considering all of these factors, practitioners are better educated to select the best type of campaign. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. tool. The result of this campaign was the popularization of diamonds as one of the necessary aspects of a marriage proposal (Reid, 2006). Messaging is the process of creating a consistent story around a product, person, company, or service. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. Determining the attitudes and behaviors of groups to plan public relations strategies. 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. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. During the 1930s, the De Beers company had an enormous amount of diamonds and a relatively small market of luxury buyers. For example, you may not drink Coke Zero, but you probably know what it is, and you may know that it is now called Coke Zero Sugar after a name change in 2017. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. They may come in the form of messages from Twitter bots,botnets,collections of fake social media profiles run by software or blogs, or email spam. D) Public relations is a strategy to . Which of the following statements is true about public relations? 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. . When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. Advertising is a relatively straightforward process, right? Investor relations are also often carried out under this model. 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 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. Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. It isnt always pretty. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. Keep informed and educated about practices in the profession to ensure ethical conduct. relations? 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. Require that subordinates adhere to the ethical requirements of the Code. c- Publicity-based public relations do not have All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. Public relations is a concept every small business has to deal with at some point. Some highlights are referenced here. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Act promptly to correct erroneous communications for which the member is responsible. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. In an ideal republic, Congressional representatives strictly employ this model. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. Stimulating an interest in a person, product, or organization by means of focused happenings as well as other activities designed to encourage interacting with publics and listening to them. 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. Question 1 1 pts Which is an accurate statement about public relations? Ayer & Son is credited with being the first ad agency to work on commission. Relating with other firms in the industry of an organization and with trade associations. Individual information consumers must take responsibility for their own consumption and for what they spread. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. A. As the readership of traditional media shift to online media, so has the focus of many in public relations. In a sense, governmental propaganda is PR, but the client is a country. What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. Systematic process and planning of an organizations promotional efforts, Larger umbrella term that includes public relations and advertising, Focused on the promotion of products and/or services in order to drive sales, Audience is primarily customers or potential buyers, Paid media: companies have to pay for marketing efforts, Focused on creating a favorable public image through relationship building and reputation management. 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. Instead, the point is that consistent messaging is a base requirement for advertising to work. release. He thought that a friendship might lead to democracy in China. This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. Steps to Take to Weather a Public Relations Crisis - Business News Daily Operations Management questions and answers, Which of the following statements is true about public In other words, it is known as the first modern ad agency. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. However, this book focuses on a public relations approach based particularly on writing for the media. They stockpiled rice. 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. 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. Today there are about 500,000 ad agencies in the world of all shapes and sizes. 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. Campaigns to make consumers aware of new brands and products have a track record of widespread but still limited success. 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. Propaganda and PR messaging does not work immediately to bring about drastic changes in behavior. This was a way of breaking down mass influence beyond advertising. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. D. In addition to businesses, advertising is used by many types of organizations. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. This strategy served tobacco companies well up through the 1980s. their public relations material. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. Strategists can also research the potential audience of the campaign. 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. Professional agents seek media coverage for a client, product, or event. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. If necessary, activate the crisis management team. This thought highlights the growing value and performance of public relations to the marketing mix. Then, we presume that they will be influenced by those messages. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and to communicate directly with the public, customers, and prospects. Act in the best interests of the client or employer, even subordinating the members personal interests. Solved all AT&T 2:49 4 Exit 1 Which is an accurate | Chegg.com Once safety has been restored, the company needs to face the public and face the facts. PR professionals work to manage story framing. It is also possible to set up a communication system that can be activated in almost any emergency situation. Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? 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). Twitter and Instagram followers and Facebook friends can easily be bought. 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. Eventually, Nike created a vice president for corporate responsibility to deal with sweatshop issues.2. A. 2003-2023 Chegg Inc. All rights reserved. B. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. Multicultural Relations/Workplace Diversity. Todd Hunt and James Grunig developed a theory of four models of PR. Public relations looks to build the relationships between organizations and stakeholders. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. They can be a quick response to a crisis or emerging issue, or they can stem from a long-term strategy tied in with other marketing efforts. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. The companys first responsibility is to the safety and well-being of the people involved. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. Experts are tested by Chegg as specialists in their subject area. Together, communication managers and technicians play a vital role in relationship building and the management of a brand. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. Its. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. We believe our professional values are vital to the integrity of the profession as a whole. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. Some of these campaigns have become particularly significant for their lasting influence or creative execution. Multiple Choice Quiz - Oxford University Press PRSA Code of Ethics | PRSA If you have advocated for a brand and sent people looking for it online, you have probably become part of someones inbound marketing strategy. 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. 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. Everybody is a values voter, but they got the brandthey said they were against the death taxwhat a great brand. How to Do PR: The Ultimate Guide to Public Relations in 2023 - HubSpot Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. Public relations (PR) is the practice of using media channels to promote your organization and cultivate a positive public perception. It originates from the public rath Show tab overview It is free. Stakeholder theory identifies people who have a stake in a given institution or issue. The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. All of the answers listed are correct It includes the use of speeches, corporate websites, and special event sponsorships It is usually more expensive and less cost-effective than traditional advertising. I go to a cafe around the corner to do some thinking and writing, away from the hurly-burly of the office, and everyone in that cafe has a Mac. 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. PR Final questions Flashcards by laura flowers | Brainscape Rather, the tone, style and method of dissemination of BTL advertising are more personal. All of the answers listed are correct It includes the use of speeches, corporate websites, and special event sponsorships It is usually more expensive and less cost-effective than traditional advertising. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. The correct option is A. B. 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. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. 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. 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. The PRSA Code of Ethics applies to PRSA members.
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