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

Act quickly and spare no expense in distributing the information you determine the media and others should have. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. What you need to be able to do is to consider a source, consider how it is presenting its message, and consider the sources sources. However, the old trick is less effective in the modern digital world. Inbound marketing is advertisings answer to de-massification. questions. a- The most common publicity-based tool is the news Receivers almost immediately become senders in a network. By the mid-1990s, however, revelations about the unethical treatment of franchise owners called this image into serious question. To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. Act in the best interests of the client or employer, even subordinating the members personal interests. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. Operations Management questions and answers, Which of the following statements is true about public A. Conversely, dont blow minor incidents out of proportion or allow others to do so. c. Although staff agencies serve primarily to operate public programs, they may have line . A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. correct incorrect. His outrageous attempts at publicity worked because he was not worried about receiving negative press; instead, he believed that any coverage was a valuable asset. A member intentionally leaks proprietary information to the detriment of some other party. Disclose financial interest (such as stock ownership) in a clients organization. PR has always been an important part of political campaigning and activity. 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. Undertaking activities within a community to maintain an environment that benefits both an organization and the community . 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. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. Both parties make use of a back-and-forth discussion. This thought highlights the growing value and performance of public relations to the marketing mix. For example, the tobacco industry offers a good case study of the migration from advertising to PR. Disseminating planned messages through selected media to further an organizations interests. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. The campaign came up with the word biosolids to replace the term sludge. Expert consultants develop a specific communication plan to help achieve organizational goals. Emphasis on enforcement of the Code has been eliminated. 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. If an advertisement for a mattress describes its features and price, a blog funded by the mattress brand might compare the pros and cons of many different mattresses, perhaps with a bias for the brand. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. A. It is simply a matter of fact that PR efforts are ongoing and that attacks within these battles do not always take the form of headlines. 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. It is important to ensure that the information across all channels is accurate and as complementary as possible. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. The campaign began by giving diamonds to famous movie stars, using their built-in publicity networks to promote De Beers. Messaging aims to avoid having readers receive contradictory or confusing information that will instill doubt in their purchasing choice or spur them to make other decisions that will have a negative impact on the company. 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. Brand managers that once focused on the product now find themselves in the role of community leaders, responsible for the well-being of a cultural image (Atkin, 2004). b- The most common publicity-based tool is the press conference. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. their public relations material. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. correct incorrect. Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertisings effectiveness dwindled. It has measurable effects on attitudes, that is, what people think about brands. Rather, this is a tested theory demonstrated in multiple studies. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. A. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. Communicating with individuals and groups in various cultural groups. A consistently popular political brand is that of the outsider, or reform-minded politician. 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. Common PR activities include speaking at conferences, seeking industry awards, working with the press, communicating with employees, and sending out press releases. PRSA is committed to ethical practices. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). The purchase decision is ultimately a personal one. Later interviews with country artists and books on country music history have also mentioned this tour. PR campaigns begin with a research phase, develop objectives during a strategy phase, formulate ways to meet objectives during the tactics phase, and assess the proposed campaign during the evaluation phase. The third-person effect is also a major issue in race relations and partisan politics. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. The result of this campaign was the popularization of diamonds as one of the necessary aspects of a marriage proposal (Reid, 2006). Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. We are accountable for our actions. McCains competitor, Barack Obama, also employed branding strategies. Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. 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. D. This explains why negative news gets so much more attention than positive news. Which of the following statements about public relations is true? 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. Serving as one of the major sources of media information in a crisis is a means of maintaining control. 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. Our assumptions can be completely wrong and we may still find ourselves acting in ways to pre-empt or counteract the imagined behavior of the imagined other. There are different degrees of the third-person effect. Regardless of the fate of advertising, PR has clearly come to have an increasing role in marketing and ad campaigns. 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. For example, an ad agency that does not typically manage multimillion-dollar television ad buys might still put together hundreds of thousands of dollars in targeted social media ads. In light of the improved public health conditions in San . 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. Each of us sets an example for each other as well as other professionals by our pursuit of excellence with powerful standards of performance, professionalism and ethical conduct. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. Colleges send informational brochures to potential students; a company includes an about section on its website. 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. Instead, the point is that consistent messaging is a base requirement for advertising to work. Whether you're looking for a new position or a new employee, start your search on the PRSA Jobcenter. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. Which statement about staff and line agencies is TRUE? a. Line agencies Be in good academic standing. Whereas advertising is the paid use of media space to sell something, public relations (PR) is the attempt to establish and maintain good relations between an organization and its constituents (Theaker, 2004). Protect yourself and those you share information with. 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. Thank you!! Commercial ventures also rely on this model. They may also conduct research on the potential results to better understand the cost and benefits of the campaign. 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. 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. One key point made in this visual history is that non-branded newspaper ads would often outnumber branded ads in the early days of the newspaper industry. Identifying and addressing issues of public concern that affect an organization. Advertising is a relatively straightforward process, right? 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. A. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. 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). An audiences attitudes and beliefs about a company can greatly influence its success. Experts are tested by Chegg as specialists in their subject area. The campaign conducted interviews with consumers, giving them an opportunity to air their grievances and publicize energy policy issues. Recently Toyota faced a marketing crisis when it instituted a massive recall based on safety issues. Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. To earn trust and mutual respect with clients or employers. Such a group can range from just one person to dozens of employees depending on the size and scope of the organization. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. 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. This section describes a few notable PR campaigns over the years. It is important to make amends to those affected and then do whatever is necessary to restore the organizations reputation in the community. What to Expect from a PR Agency with Kate Finley. PR campaigns occur for any number of reasons. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. The new name, Xe Services, was the result of a large-scale PR campaign to distance the company from associations with civilian violence (Associated Press, 2009). Probably the most important difference between marketing, public relations, and advertising is the primary focus. Chapter 15 Review Quiz Flashcards | Quizlet Public relations focuses on image, whereas advertising focuses on sales b. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. 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. Ethical practice is the most important obligation of a PRSA member. First, practitioners identify and qualify the issue to be addressed. Sale promotion. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. To build trust with the public by revealing all information needed for responsible decision making. Other forms of media include newspapers, television programs, radio stations, and magazines. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. Pioneered by such companies as Procter & Gamble during the 1930s, the older, advertising-centric model of branding focused on the product, using advertisements to associate a particular branded good with quality or some other positive cultural value. These models serve as guidelines to create programs, strategies, and tactics. 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. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. Rice futures went up and up out of fear that people were stockpiling rice. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. As the readership of traditional media shift to online media, so has the focus of many in public relations. 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. Developing effective involvement in public policy and helping an organization adapt to public expectations. Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. We view the Member Code of Ethics as a model for other professions, organizations and professionals. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. Chapter 3 - Public Relations Basics - The Evolving World - Unizin comm 151 ch12 Flashcards | Quizlet 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. Acknowledge that there is an obligation to protect and enhance the profession. 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. 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. Today there are about 500,000 ad agencies in the world of all shapes and sizes. PR professionals work to manage story framing. B) Advertising and public relations both give people and corporations direct control over the message. Noise must be accounted for, and in an age dominated by the digital information glut, the opportunity for immediate feedback and engagement must also be considered. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. Investor relations are also often carried out under this model. Individual information consumers must take responsibility for their own consumption and for what they spread. tool. It can be quickly undone by PR crises such as the BP oil spill. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. Branding focuses on the lifestyles and values inherent in a brands image as opposed to the products that are manufactured. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. On one level, advertising is a simple concept. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). It is wide and the top and narrows at the bottom. This is not a flight of fancy. (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? The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. Branding has been used to great effect in recent elections. 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. You should be aware as an information consumer that there are ongoing battles for your allegiance. They need to move from being interested to desiring a product if they are going to make the purchase. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. 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. The term symmetrical is used because the model attempts to create a mutually beneficial situation. b. Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. Experts are tested by Chegg as specialists in their subject area. Mass media professionals craft messages to help sell products by raising awareness and pushing people to make actual purchase decisions, but in the network society and the age of targeted marketing, the ability to reach individual consumers who fit precise sets of characteristics is incredible. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. 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. Recall that advertising tends to focus on brands and products. More will be added as experience with the Code occurs. Advertising is challenging enough when products do not raise ethical dilemmas. Then, it discusses the history of advertising. Such marketing is usually optimized for search engines, which is to say the posts are written to attract search engine attention as well as outside links, which also alerts search engines that this content is valuable. During the 1999 World Trade Organization protests in Seattle, activists targeted Starbucks and Nike stores for physical attacks such as window smashing. Although emergencies are by their very nature unpredictable, it is possible to list and prepare for negative scenarios that might occur. If Nike introduces a new Air Jordan, the branding is easily handled. Some experts think of public relations more broadly. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. 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. The shoes also include a symbolic red dot on the toe with which to kick Nike. Advertising professionals will often argue that the best branding helps define and redefine the product over time so that the product only exists in consumers minds as advertising has described it, but marketing gets into the business of deciding what products to make, how to promote them, whom to market them to and when to stop making them. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. Public Relations Society of America Inc. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. 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. An important part of maintaining a consistent brand is preserving the emotional attachment consumers have to that brand. Responding to concerns, informing, and motivating and organizations current employees or members. For more information and resources, visit our Ethics Page. Brands can foster relationships and encourage brand advocacy among people not being paid to promote their products. 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. E. An effective public relations program continues over months or even years. 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. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). Public relations looks to build the relationships between organizations and stakeholders. 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. Eventually, Nike created a vice president for corporate responsibility to deal with sweatshop issues.2. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. (Recall that framing was defined in Chapter 9.) If necessary, activate the crisis management team.