which statement about public relations is correct
Journalists often have the opposite interest because reporting on conflict is interesting. Colleges send informational brochures to potential students; a company includes an about section on its website. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. Identifying and addressing issues of public concern that affect an organization. More restrained examples of this type of PR include the modern phenomenon of faded celebrities appearing on TV shows, such as Paula Abduls long-running appearances on American Idol. It 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. 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. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. The advertising rule of seven is a rule of thumb, or what social scientists call a heuristic, which suggests that people need to see an advertisement seven times before they act on it. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. All this combines to create a sense of mystery and an emotional anticipation for the products release. e- Publicity is not part of public relations. The purchase decision is ultimately a personal one. C. Public relations has the same objectives as product and service promotion. An early example of this kind of branding was Nikes product endorsement deal with Michael Jordan during the 1990s. This is not to say that BTL messages are crafted one at a time for individual consumers. To do so, PR pros might use a variety of channels a company blog, social media or even a . In this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. Public Relations Society of America Inc. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. Decline representation of clients or organizations that urge or require actions contrary to this Code. Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. 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. Recently Toyota faced a marketing crisis when it instituted a massive recall based on safety issues. The most common use of product placement is in films where characters use branded products. 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. 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). Then, it discusses the history of advertising. Propaganda and PR messaging does not work immediately to bring about drastic changes in behavior. It relates in many ways to the superbug media concept from previous chapters, and it is growing in popularity as people and companies develop new and better ways of avoiding advertising. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). 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. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. Counsel subordinates in proper ethical decision making. Professional agents seek media coverage for a client, product, or event. We serve the public interest by acting as responsible advocates for those we represent. Advertising is challenging enough when products do not raise ethical dilemmas. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. 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. c. He thought a relationship with China might drive a wedge between the Soviet Union and China. This has happened as recently as 2008. HubSpot has adeck of 472 slides that presents a narrative about the history of advertising. 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. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. The idea is to move people in straightforward steps toward desired behaviors; however, there are complex processes of cognition and persuasion that underlie consumer decisions. Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. 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. This indicates a broad marketplace narrowing to the group of actual customers. Read and think before you share. . Receivers almost immediately become senders in a network. 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. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. tool. 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. 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. 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. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. Preserve the integrity of the process of communication. 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. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. This personal application is perhaps the greatest evidence of the impact of advertising and PR on modern culture. 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. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. It is important to map out potential negative scenarios and have a PR plan for each one. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. limitations. 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. 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. To promote respect and fair competition among public relations professionals. Work 37.5 hours per week and commit to a minimum of 375 hours for the duration of the internship. A. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. This is not an exhaustive list of ATL or BTL methods, but these examples demonstrate that ATL has more in common with the concept of mass communication introduced in earlier chapters, and BTL has more in common with interpersonal communication, also as previously discussed. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. 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. This thought highlights the growing value and performance of public relations to the marketing mix. Qualifications. Online advertising and social media marketing have made it possible to target people with personal messages but still purchase the ads on a massive scale. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. Which of the following statements is true about public To build trust with the public by revealing all information needed for responsible decision making. 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. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. Emphasis on enforcement of the Code has been eliminated. The goal of the public information model is to release information to a constituency. Public relations is a concept every small business has to deal with at some point. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. Companies develop brands and specific products they want to sell. All the more reason to maintain good longstanding relationships with your consumers. relations? Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). To build respect and credibility with the public for the profession of public relations. Practically, PR campaigns strive to use the free press to encourage favorable coverage. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. Now here is whats interesting about the third-person effect. The Public Relations Society of America (PRSA) defines public relations as a strategic communication process that builds mutually beneficial relationships between organizations and their publics (2016, para. Politicians communicate with their constituents and make their message known using PR strategies. 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. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). 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. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. Question 1 1 pts Which is an accurate statement about public relations? 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. Lobbyists also attempt to influence public policy using PR campaigns. PR can focus on the company and the corporate narrative, the story of how the company came to exist and how it represents certain values and ideals at least in theory. Still, it is one of the most interesting theories in the field of mass communication, and it can explain why people race out to buy a certain product when they perceive it to be scarce. Public relations people can use these various platforms andchannelsto publish press releases. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. limitations. Content marketing means this is no longer the case. Protect yourself and those you share information with. 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. Instead, the point is that consistent messaging is a base requirement for advertising to work. Rather, this is a tested theory demonstrated in multiple studies. Media relations uses one the press. It has measurable effects on attitudes, that is, what people think about brands. It originates from the public rath Show tab overview It is free. PR professionals work to manage story framing. 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. Advertising influences brand and product awareness in individuals and in groups. 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. 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. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. It can take the form of blog posts or entire blogs. d- Event sponsorship is not an effective public relations The campaign conducted interviews with consumers, giving them an opportunity to air their grievances and publicize energy policy issues. conference. 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. Interest refers to the somewhat narrower subset of people who are prospective customers. Im not Homer Simpson looking at billboards.. b- The most common publicity-based tool is the press If there is a disaster, the advice is to "be truthful and transparent," to not say too much and to correct any exaggerations that emerge in the news media and on social media, within reason. 120 Wall Street, 21st Fl. Public relations focuses on image, whereas advertising focuses on sales b. To improve, adapt and expand professional practices. A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. 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. B. As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. Some experts think of public relations more broadly. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. 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. Before Obamas inauguration in January 2009, an unprecedented amount of merchandise was sold, a further testament to the power of branding (Alberts, 2009). Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. Chapter 1 - History, Impact, and The Big Picture, Chapter 2 - Digital Culture and Social Media's Impact on Public Relations, Chapter 4 - Integrated Marketing Communications (IMC) and Public Relations, Chapter 5 - Why Public Relations Writing Matters, Chapter 6 - The Role of Writing in Public Relations, Chapter 7 - Public Relations Writing Basics, Chapter 8 - Ethical and Legal Considerations, Chapter 9 - Tools and Tactics for the PR Toolbox, Chapter 10 - Establishing a Professional Portfolio. Public service announcements like the one that shows your brain and your brain on drugs.. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) 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. PR campaigns occur for any number of reasons. 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. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. The two-way symmetric model requires true communication between the parties involved. 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. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. Sponsorship is often used as part of a public relations campaign. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. And yet we do know that advertising works at least to influence behavior. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. release. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. To earn trust and mutual respect with clients or employers. Actively pursue personal professional development. We advance the profession through continued professional development, research, and education. Broad strategies such as deciding on the overall message of a campaign and the best way to communicate the message can be finalized at this time. It is often thought of as deception, but this is not always the case. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). An example of sponsorship is a concert tour presented by a bank or drink company. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. 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. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. I dont just go out and buy whatever ads tell me to buy. These values are the fundamental beliefs that guide our behaviors and decision-making process. PR has always been an important part of political campaigning and activity. Either private PR companies or in-house communications staffers carry out PR functions. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. Essentially, the company inherited a PR machine that had been built around Jordan and that continued to function until his retirement (Roberts, 2003). But media relations is the tip of the iceberg.
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