Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). Content marketing means this is no longer the case. 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. The most common . 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. 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. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. Viewing public relations as a key management function of a business or an essential strategy to manage ones individual reputation will help accomplish important goals such as establishing trust among key publics, increasing news media and social media presence, and maintaining a consistent voice across communication platforms. 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. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. The PRSA Code of Ethics applies to PRSA members. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. The two-way symmetrical model is deemed the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies (Simpson, 2014). relations? You can create the conditions and increase the probability of a product being bought, but it is difficult (perhaps impossible) to predict behaviors based on messaging. Much like the Volkswagen ads half a century before, Toyota used a style of self-awareness to market its automobiles. 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. At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. It still moves people along the purchase funnel, but there is usually added value in this type of content. Companies develop brands and specific products they want to sell. Handling unfavorable publicity means being honest with consumers and putting public interest first. The ubiquity of modern advertising means the public is skeptical ofor even ignoresclaims advertisers make about their products. 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. Front groups: A member implements grass roots campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups. Just as PR campaigns build brands, PR crises can damage them. Brands can foster relationships and encourage brand advocacy among people not being paid to promote their products. Professional agents seek media coverage for a client, product, or event. 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. 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. (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? These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. In a sense, governmental propaganda is PR, but the client is a country. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. 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. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). Advertising most often focuses on brands and products rather than the companies and large corporations that own them. There are also ethical concerns. Providing advice to management concerning policies, relationships, and communications. Relating with other firms in the industry of an organization and with trade associations. All the more reason to maintain good longstanding relationships with your consumers. After considering all of these factors, practitioners are better educated to select the best type of campaign. 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. Researchers have found it is probably strongest in situations where groups have little understanding of one another and where the messages and perceived outcomes are thought to be negative (note the section on Perloff). When the Russian space station Mir was set to crash land in the Pacific Ocean in 2001, Taco Bell created a floating vinyl target that the company placed in the Pacific. S-M-C-R assumes that the sender comes first and the receiver comes last. Public relations (PR) is the practice of using media channels to promote your organization and cultivate a positive public perception. Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. The third-person effect is based onthree presumptions. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. For more information and resources, visit our Ethics Page. 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. Marlboro sponsored events that brought a great deal of media attention to the brand. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). On what part of society does public relations have - Course Hero b- The most common publicity-based tool is the press Messaging is the process of creating a consistent story around a product, person, company, or service. Relating directly with legislatures and regulatory agencies on behalf of an organization. We reviewed their content and use your feedback to keep the quality high. It is a one-way form of communication. 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. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. Be in good academic standing. Politics has also embraced branding. The brand may need to establish itself with an awareness campaign. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. Now the doctrine is you respond instantaneously, and where possible with a strong counterattack. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. Regardless of its purpose, a typical campaign often involves four phases. As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. It works like this: We hear a message that a winter storm is coming, and we worry that other people will be easily influenced by that news. The first step of many PR campaigns is the initial research phase. 2003-2023 Chegg Inc. All rights reserved. Marketing professionals worry about all four and consider advertising as just one part of the promotion category. Question 2 1 pts. b- Publicity-based public relations do not have Such a group can range from just one person to dozens of employees depending on the size and scope of the organization. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. He argues that PR is more about creating a sense of understanding between consumers and brands and that this might be done just as well by the brand in digital spaces just as it is via other mass media channels controlled by other corporate entities. The question is whether they are buying it up because they are unduly influenced by messages in the mass media, or they are responding out of fear of how other people will behave. More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. Then, they might take an interest in a particular product as they learn more about its features. Now, there is a greater ability than ever to identify and create a need not only for interested members of a mass audience but also for specific individuals in real time based on their online and physical world behavior. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. Reflection is a critical step in learning and corporations are like any other social institution. Scott Adams, Dilbert, and the problem with the 'It's OK to be white 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. It may seem that advertising is the biggest, most important element of the mass communication industry because its revenues fuel other types of mass media production, but advertising is only one piece of the marketing puzzle. 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. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. This is not conceptually complicated. 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. I dont just go out and buy whatever ads tell me to buy. P. T. Barnum was an early American practitioner of this kind of PR. A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. . Developing effective involvement in public policy and helping an organization adapt to public expectations. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. release. Which statement about staff and line agencies is TRUE? These models serve as guidelines to create programs, strategies, and tactics. Thank you!! Media, society, and culture will always influence you to some degree, but they are also yours to try to control. 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. By acquiring a major solar company, BP became the world leader in solar production and in 2005 announced it would invest $8 billion in alternative energy over the following 10 years. C. Public relations has the same objectives as product and service promotion. This personal application is perhaps the greatest evidence of the impact of advertising and PR on modern culture. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. Which statement about government response to Hurricane Katrina is correct? Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. 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. It took almost three months to cap the oil gusher. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. B. Public relations people can use these various platforms andchannelsto publish press releases. If Nike introduces a new Air Jordan, the branding is easily handled. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. The history of the public relations field is often misunderstood. Which of the following statements about public relations is not correct? The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. For example, during the 1980s, the Marlboro Country Music Tour took famous country stars to major coliseums throughout the country and featured talent contests that brought local bands up on stage, increasing the audience even further. Twitter and Instagram followers and Facebook friends can easily be bought. This audience may include media outlets, constituents, consumers, and competitors. We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. A member intentionally leaks proprietary information to the detriment of some other party. 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. 4). Counsel subordinates in proper ethical decision making. 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. Question 1 1 pts Which is an accurate statement about public relations? Practically, PR campaigns strive to use the free press to encourage favorable coverage. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. limitations. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. The slow federal response was a public relations disaster for the Bush administration. 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. Which of the following statements is true about public relations? Disseminating planned messages through selected media to further an organizations interests. Experts are tested by Chegg as specialists in their subject area. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. And yet we do know that advertising works at least to influence behavior. However, the communication pattern is still one-way. 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. 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. d- Event sponsorship is not an effective public relations A brand should aim to have the same problem statement, . Reveal the sponsors for causes and interests represented. It isnt always pretty. Other branding backlashes have plagued companies such as Nike and Starbucks. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. Disclose financial interest (such as stock ownership) in a clients organization. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. Lobbyists also attempt to influence public policy using PR campaigns. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. 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 persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. 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. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. Public Relations vs. Media Relations: Understanding the - BLASTmedia 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. We view the Member Code of Ethics as a model for other professions, organizations and professionals. E. Typically, shorter forms of public . 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. Although line agencies serve primarily in a support capacity, they may also have groups that perform the agencies' designated tasks. Ayer & Son is credited with being the first ad agency to work on commission. 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.

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