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. E. Expert Answer 100% (5 ratings) Answer The accurate statement about public relations is; it includes the use of speeches, corporate websites and special events sponsorships. 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. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. 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. This is not to overstate the third-person effect. Relating directly with legislatures and regulatory agencies on behalf of an organization. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). Whether you're looking for a new position or a new employee, start your search on the PRSA Jobcenter. It defines two general strategies or approaches known as above-the-line and below-the-line advertising before examining in detail the advertising funnel, or purchase funnel. A few other basic theories are introduced. 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. People are, in fact, buying up the bread and milk. During the 1930s, the De Beers company had an enormous amount of diamonds and a relatively small market of luxury buyers. The image below outlines other differences. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Decline representation of clients or organizations that urge or require actions contrary to this Code. In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. Rather, this is a tested theory demonstrated in multiple studies. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. Which of the following statements is true about public The author of the original study noted that if there is news of a possible shortage, people sometimes buy up that item at grocery stores. In addition, public interest groups release the results of research studies for use by policy makers and the public. 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. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Acknowledge that there is an obligation to protect and enhance the profession. The third-person effect is based onthree presumptions. The history of the public relations field is often misunderstood. 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. The most common types of content created in this context besides blog content are social media profiles and posts, sponsored content in social media spaces and even viral video and meme chasing. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). For example, utility companies often include fliers about energy efficiency with customers bills, and government agencies such as the IRS issue press releases to explain changes to existing codes. Branding focuses on the lifestyles and values inherent in a brands image as opposed to the products that are manufactured. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. Regardless of the fate of advertising, PR has clearly come to have an increasing role in marketing and ad campaigns. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. 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. You can influence other people by what you read and share, and you are encouraged once again to be aware of where your news sources get their information. 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. This can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive. A companyis a business entitythat produces several types of product, whereas a brandis a term used to label a specific product or a limited family of products. D. Public relations deals only with the activities designed to sell a product or service. Demonstrating the need for and encouraging the public support charitable organization primarily through financial contributions. For example, the massive Gulf of Mexico oil spill in 2010 became a PR nightmare for BP, an oil company that had been using PR to rebrand itself as an environmentally friendly energy company. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. Not every institutional organization can have a huge PR budget, but the practices can be taught to just about any small business owner. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. There was a time when many companies did not see the value of public relations, unless a crisis happened. However, the communication pattern is still one-way. In a sense, inbound marketing turns advertising upside down by building spaces and inviting consumers in to find what they are already looking for rather than trying to create a need outof the glut of information in digital communication networks. correct incorrect. These values are the fundamental beliefs that guide our behaviors and decision-making process. Interest refers to the somewhat narrower subset of people who are prospective customers. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. 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. D. Advertising is challenging enough when products do not raise ethical dilemmas. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. It is often thought of as deception, but this is not always the case. The term symmetrical is used because the model attempts to create a mutually beneficial situation. To counter the bad press, the company launched a series of commercials featuring top Toyota executives, urging the public to keep their faith in the brand (Bernstein, 2010). 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. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. The result of this campaign was the popularization of diamonds as one of the necessary aspects of a marriage proposal (Reid, 2006). This is not conceptually complicated. A media reaction plan should include a company media representative as part of the crisis management team. PR professionals work to manage story framing. 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. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. Receivers almost immediately become senders in a network. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. They employ ever-evolving techniques to try to stay ahead of information weary consumers. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. 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. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. Counsel subordinates in proper ethical decision making. 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. This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). d- Marketers can control whether the media choose to publish Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. You should be aware as an information consumer that there are ongoing battles for your allegiance. 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. Everybody is a values voter, but they got the brandthey said they were against the death taxwhat a great brand. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. I dont just go out and buy whatever ads tell me to buy. In this manner, brands can engage with potential and repeat customers. 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. What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. 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). Which of the following statements about public relations is not correct? The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. McCains competitor, Barack Obama, also employed branding strategies. A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). When people crash, that, sadly, is news. We never mention the fact that we all have Macs. Preserve intellectual property rights in the marketplace. Many brands use this form of marketing to engage consumers on a deep level and to offer information and emotion that might not be present in other forms of advertising. As it turned out, the Kuwaiti girl was really the daughter of the Kuwaiti ambassador and had not actually witnessed any of the alleged atrocities (Parsons, 2005). Emphasis on enforcement of the Code has been eliminated. 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. 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. He thought that a friendship might lead to democracy in China. In many ways, marketing (particularly content marketing) bridges the concepts of advertising and public relations because it includes content production similar to advertising and it establishes relationships with consumers, which is the ultimate purpose of PR. You can imagine other people foolishly thinking a winter storm is going to be worse than it is and you can think to yourself you had better buy the bread and milk before those fools, but to them, you have become the fool. Experts are tested by Chegg as specialists in their subject area. Public relations is a concept every small business has to deal with at some point. a. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. Newspapers across the country cut ties with Adams after he went on a racist rant on his YouTube show. The most common use of product placement is in films where characters use branded products. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. A sponsorshipis when a company pays to support an event or a mass media production in exchange for having its brand promoted alongside the activity or content. To serve the public interest by providing the widest choice of practitioner options. The companys first responsibility is to the safety and well-being of the people involved. Communicating with individuals and groups in various cultural groups. Put simply, above the line (ATL) refers to methods of advertising that target mass audiences on mass media platforms with messages usually designed from a one-to-many point of view. 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. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. Which statement about staff and line agencies is TRUE? Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. A brand should aim to have the same problem statement, . 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. please help me to solve these By facilitating a back-and-forth discussion that results in mutual understanding and an agreement that respects the wishes of both parties, this PR model is often practiced in town hall meetings and other public forums in which the public has a real effect on the results. Reveal the sponsors for causes and interests represented. Preserve the integrity of the process of communication. To prevent its potential decline in the product lite-cycle, Disney runs a lot of commercials featuring Mickey Mouse showing you the fun times you could have in visiting Disney World again with your family, The commercials run throughout the year, though sometimes the amount of advertising can vary depending upon vacation season, weather and the economy, This example represents select all that apply): Use of a personality symbol Reminder advertising Sales promation Media scheduling based on flighting Madison & Vine. Together, communication managers and technicians play a vital role in relationship building and the management of a brand. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. 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. Experts are tested by Chegg as specialists in their subject area. Act in the best interests of the client or employer, even subordinating the members personal interests. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. Even if you do this, you might face a PR crisis. It is the audience-building aspect of advertising. Want to create or adapt books like this? Core Principle Client trust requires appropriate protection of confidential and private information. There is a theory in the study of mass communication called the third-person effectthat says we tend to think advertising is effective but we believe that it does not affectus. Awareness is associated with broad market potential. 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. The purchase decision is ultimately a personal one. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Campaigns to make consumers aware of new brands and products have a track record of widespread but still limited success. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. 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 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. To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. Disclose financial interest (such as stock ownership) in a clients organization. Public service announcements like the one that shows your brain and your brain on drugs.. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. Often, above the line implies that the ad or ad campaign a series of related ads meant to work in tandem appears onlegacy media platforms. relations? conference. 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. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. As the readership of traditional media shift to online media, so has the focus of many in public relations. Apple has also employed this type of branding with great effectiveness. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. 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. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. Thus, advertising can be massively individuated that is, produced for mass audiences but having the appearance of personalized messages muchlike social media content. Accurately define what public relations activities can accomplish. Some experts think of public relations more broadly. In a society fueled by networked communications, it is becoming less important to ask what messages people receive and more important to ask what messages they seek out, according to Greg Jarboe, author of a brief history of PR. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. Just as PR campaigns build brands, PR crises can damage them. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. Taco Bell promised to give every American a free taco if the space station hit the target. We acquire and responsibly use specialized knowledge and experience. He was concerned about another World War starting between the United States and China. Being prepared for harmful situations is imperative. This time, though, Mother Nature was not to blame. P. T. Barnum was an early American practitioner of this kind of PR. This was a way of breaking down mass influence beyond advertising. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. Public relations (PR) is the practice of using media channels to promote your organization and cultivate a positive public perception. In their book The Fall of Advertising and the Rise of PR, Al and Laura Ries make the point that the public trusts the press far more than they trust advertisements. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. Other branding backlashes have plagued companies such as Nike and Starbucks. tool. Advertising is a relatively straightforward process, right? This is not a flight of fancy. The correct option is A. From the mid-20th century on, advertisers conceptualized their work by breaking it down into one of two strategic categories: above-the-line and below-the-line methods. 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. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. The model is particularly popular in advertising and consumer marketing, fields that are specifically interested in increasing an organizations profits. It is about earning free news and social media coverage, but perhaps most importantly it is about managing crises so that people are not given a reasonnot to buy your products. Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. Lobbyists also attempt to influence public policy using PR campaigns. We are all publishers now. Marlboro sponsored events that brought a great deal of media attention to the brand. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. A great deal of Apples success comes from the companys mystique. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. Stakeholder theory identifies people who have a stake in a given institution or issue. D. In addition to businesses, advertising is used by many types of organizations.