Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. Campaigns to make consumers aware of new brands and products have a track record of widespread but still limited success. Although emergencies are by their very nature unpredictable, it is possible to list and prepare for negative scenarios that might occur. The purchase decision is ultimately a personal one. Reveal the sponsors for causes and interests represented. Recently Toyota faced a marketing crisis when it instituted a massive recall based on safety issues. 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. 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). Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. Handling unfavorable publicity means being honest with consumers and putting public interest first. 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. Determining the attitudes and behaviors of groups to plan public relations strategies. 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. This is not to overstate the third-person effect. Advertising in the modern sense emerged between the mid-19th and early-20th centuries. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. In the 20th century, the term ATL advertising was associated with ad agency work (mostly mass media campaign ads), whereas BTL advertising referred to pamphlets, point-of-sale marketing and other relatively small tasks that ad agencies typically did not handle. Both product placement and sponsorship decisions are based on a sharedtargetmarket. 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. It is important to have a crisis management team who can handle these situations. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. Front groups: A member implements grass roots campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups. The correct option is A. With the abundance of information readily available to audiences worldwide, companies are more vulnerable than ever to misinformation about their brand. Conversely, dont blow minor incidents out of proportion or allow others to do so. 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. We provide objective counsel to those we represent. 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. First, practitioners identify and qualify the issue to be addressed. Helping people to survive is one of the primary functions of journalism. 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. If Nike introduces a new Air Jordan, the branding is easily handled. Politics and PR have gone hand in hand since the dawn of political activity. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Acknowledge that there is an obligation to protect and enhance the profession. a. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. Such research can be used to generate mutual understanding or influence and persuade publics. That entire doctrine has come and gone. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. Actively pursue personal professional development. In 1992, the U.S. Environmental Protection Agency adopted the new term and changed the classification of biosolids to a fertilizer from a hazardous waste. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. c. He thought a relationship with China might drive a wedge between the Soviet Union and China. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. The most common use of product placement is in films where characters use branded products. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. The advent and increase of social media releases,search engine optimization, and online content publishing and the introduction of podcasts and video are relatedtrends. Protect privileged, confidential, or insider information gained from a client or organization. What to Expect from a PR Agency with Kate Finley. Not every institutional organization can have a huge PR budget, but the practices can be taught to just about any small business owner. It took almost three months to cap the oil gusher. Although there are similarities, there also are key differences. A member intentionally leaks proprietary information to the detriment of some other party. Relating directly with legislatures and regulatory agencies on behalf of an organization. The basic definition of advertising is a message or group of messages designed with three intentions: to raise awareness in the population about brands, products and services; to encourage consumers to make purchases; and, ultimately, to inspire people to advocate for their favorite brands. b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. McCains competitor, Barack Obama, also employed branding strategies. Then, it discusses the history of advertising. To build trust with the public by revealing all information needed for responsible decision making. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. They need to learn to survive and to thrive. tool. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) Operations Management questions and answers, Question 1 1 pts 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. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. 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. A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product. We do not want anyone to beat us to the bread and milk. This phase may also address budgetary restrictions and possibilities. Once safety has been restored, the company needs to face the public and face the facts. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. 4). You should be aware as an information consumer that there are ongoing battles for your allegiance. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. For the theory to work, it does not matter if the other is Democrats, Republicans, frat bros, Mexican people, snobby professors or slacker college students. release. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. 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. 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 Evolving World of Public Relations : Beyond the Press Release by Professor Rosemary Martinelli is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted. They need to make consumers aware of their brands, products and those products features, so they develop creative campaigns to promote them and often pay ad agencies to do the creative work and place the ads in front of mass audiences. (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? 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. Ayer & Son is credited with being the first ad agency to work on commission. For more information on the differences between marketing, public relations, and advertising, read the following articles: According to Smith (2013), public relations practitioners can be placed in two groups based on responsibilities: communication managers and communication technicians. The Blackspot logo is a simple round dot that looks like it has been scribbled with white paint, as if a typical logo had been covered over. Scientists even speculated on the chances of the station hitting the targetslim to none. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. It is important to ensure that the information across all channels is accurate and as complementary as possible. There are also ethical concerns. If you have advocated for a brand and sent people looking for it online, you have probably become part of someones inbound marketing strategy. Other forms of media include newspapers, television programs, radio stations, and magazines. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. Think of a summer soft drink promotion advertised on television and on the radio (ATL) that is also backed up with neighborhood-specific billboards and hyper-targeted Twitter messages with surprise prizes given out (BTL). Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). d- Event sponsorship is not an effective public relations On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. 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. In 1953, studies showing the detrimental health effects of smoking caused a drop in cigarette sales. A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). We advance the profession through continued professional development, research, and education. Sports teams will probably not prepare for environmental disasters, but they may have to prepare for the social media scandals that players sometimes land themselves in. Outrage over this testimony helped galvanize opinion in favor of U.S. involvement. 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. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. However, this book focuses on a public relations approach based particularly on writing for the media. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. E. Typically, shorter forms of public . Regardless of its purpose, a typical campaign often involves four phases. They may also conduct research on the potential results to better understand the cost and benefits of the campaign. B. Advertising influences brand and product awareness in individuals and in groups. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. The PRSA Code of Ethics applies to PRSA members. This term encompasses brands that have created loyalty beyond reason, meaning that consumers feel loyal to a brand in much the same way they would toward friends or family members. tool. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. Eventually, Nike created a vice president for corporate responsibility to deal with sweatshop issues.2. Major political influence is now wielded by fake accounts working to drum up anger and to promote misinformation to sway public opinion. Lobbyists also attempt to influence public policy using PR campaigns. 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. Advertising is a communication tool used by marketers in order to get customers to act. Which of the following statements is true about public Practitioners do not conduct audience analysis research to guide their strategies and tactics. A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. 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. Today there are about 500,000 ad agencies in the world of all shapes and sizes. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. conference. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. Marketing professionals worry about all four and consider advertising as just one part of the promotion category. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. Public relations looks to build the relationships between organizations and stakeholders. This was a way of breaking down mass influence beyond advertising. Common PR activities include speaking at conferences, seeking industry awards, working with the press, communicating with employees, and sending out press releases. The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. 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. Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. The district will continue to require employees to be vaccinated against COVID-19 and will continue to provide religious and medical exemptions and accommodations where safe and reasonable. Public relations professionals are in charge of a wide range of communication activities that may include increasing brand visibility and awareness, planning events, and creating content. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. D. Public relations deals only with the activities designed to sell a product or service. 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. 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. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. a. Which of the following statements about advertising is correct? b- Publicity-based public relations do not. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. 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. These values are the fundamental beliefs that guide our behaviors and decision-making process. An example of sponsorship is a concert tour presented by a bank or drink company. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. 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. 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. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. 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. Which statement about staff and line agencies is TRUE? Public relations (PR) is the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. It is the audience-building aspect of advertising. It has become easy for individuals and fake accounts to publish information into the worlds information glut. A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. The amount of money spent on traditional media channels has declined as more and more readers have turned to favor online and social media news sources. 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. 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. Content marketing means this is no longer the case. Digital marketing is the use of Internet tools and technologies, such as search engines, Web 2.0 social bookmarking, new media relations, blogs, and social media marketing. Accurately define what public relations activities can accomplish. The scenarios outlined in the Code provision are actual examples of misconduct. 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. Social media has accelerated the speed at which information about a crisis can spread; the viral affect of social networks such as Twitter means that stakeholders can break news faster than traditional media, which makes managing a crisis harder. The state of Louisiana undertook all rescue and clean-up operations in New Orleans. However, the communication pattern is still one-way. relations? Communication managers assist in the strategic planning of an organizations communication efforts. Emotional connections are crucial to building a brand or lovemark. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. 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. Keep informed and educated about practices in the profession to ensure ethical conduct. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. Most modern corporations employ the persuasive communication model. Read and think before you share. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. a- The most common publicity-based tool is the news PR campaigns occur for any number of reasons. The campaign conducted interviews with consumers, giving them an opportunity to air their grievances and publicize energy policy issues. Commercial ventures also rely on this model. The term symmetrical is used because the model attempts to create a mutually beneficial situation. 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. please help me to solve these It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. This thought highlights the growing value and performance of public relations to the marketing mix. When people crash, that, sadly, is news. Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. C. The city government of New Orleans refused to accept offers of federal assistance. Twitter and Instagram followers and Facebook friends can easily be bought. For most of the 20th century, the shorthand definition of PR was that it was like advertising only instead of paying a media outlet to run a message, you sent the message out to journalists and other gatekeepers (see Chapter 7) in the hopes that they would share the information as news. 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. 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. Public service announcements like the one that shows your brain and your brain on drugs.. A. Consumer behavior is about as unpredictable as other forms of human behavior. 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, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. 1. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. This more traditional form of mass media advertising is still a multibillion-dollar industry, but with data-driven targeting capabilities, brands can reach people based not only on general demographic characteristics but on specific behaviors as well. 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. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. Now the concern has become a self-fulfilling prophecy. The model is particularly popular in advertising and consumer marketing, fields that are specifically interested in increasing an organizations profits. Organizations attempt to persuade an audience to take a certain point of view. release. Regardless of the fate of advertising, PR has clearly come to have an increasing role in marketing and ad campaigns. 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. Want to create or adapt books like this? PR professionals work to manage story framing. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. A. 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. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. It is a one-way form of communication. Which statement about government response to Hurricane Katrina is correct? . 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. I dont just go out and buy whatever ads tell me to buy. We can say with a degree of certainty that some people are directly influenced by some ads some of the time, and we can say that many people are indirectly influenced by ads almost all of the time. In this manner, brands can engage with potential and repeat customers. Companies develop brands and specific products they want to sell. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. Which of the following statements about public relations is not correct? The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. 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 PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. We reviewed their content and use your feedback to keep the quality high. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). Even anticommercial, antibrand groups such as Adbusters have created brands to send messages. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. correct incorrect. This is not to say that BTL messages are crafted one at a time for individual consumers. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. 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. Essentially, the company inherited a PR machine that had been built around Jordan and that continued to function until his retirement (Roberts, 2003). C. Advertising is not useful for persuading an audience. Some of these campaigns have become particularly significant for their lasting influence or creative execution. A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. Consider this example from Dr. William Sledzik, associate professor of journalism and mass communication at Kent State University:Can we realistically serve multiple stakeholders whose needs conflict?
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