which statement about public relations is correct

The shoes also include a symbolic red dot on the toe with which to kick Nike. please help me to solve these 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. Organizations attempt to persuade an audience to take a certain point of view. 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. 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. An effective public relations program continues over months or even years. It is important to map out potential negative scenarios and have a PR plan for each one. 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. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. Some 45,000 people turned out for this event; families gave up their beach holidays simply to come to a Saturn manufacturing plant in Tennessee to socialize with other Saturn owners and tour the facility. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. 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. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. 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. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. 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. 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. The campaign conducted interviews with consumers, giving them an opportunity to air their grievances and publicize energy policy issues. Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. They employ ever-evolving techniques to try to stay ahead of information weary consumers. Global PR is a $14 billion industry. Protect yourself and those you share information with. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. If you have advocated for a brand and sent people looking for it online, you have probably become part of someones inbound marketing strategy. 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. 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. Public relations is a concept every small business has to deal with at some point. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. Ayer & Son is credited with being the first ad agency to work on commission. In a sense, content marketing allows a brand to create a more human profile in digital spaces. Just as PR campaigns build brands, PR crises can damage them. 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. Im not Homer Simpson looking at billboards.. What is one manner in which new technologies have affected public relations practice? We are accountable for our actions. But media relations is the tip of the iceberg. Undertaking activities within a community to maintain an environment that benefits both an organization and the community . 2003-2023 Chegg Inc. All rights reserved. Demonstrating the need for and encouraging the public support charitable organization primarily through financial contributions. 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. Lobbying can be part of a government affairs program. Often software algorithms are used to decide who sees which targeted ad and when. Protect privileged, confidential, or insider information gained from a client or organization. Rather, the tone, style and method of dissemination of BTL advertising are more personal. They may also conduct research on the potential results to better understand the cost and benefits of the campaign. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. It is a one-way form of communication. 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. Both parties make use of a back-and-forth discussion. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). 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. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. Apple has also employed this type of branding with great effectiveness. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. The third-person effect is also a major issue in race relations and partisan politics. This time, though, Mother Nature was not to blame. Creating and maintaining investor confidence and building good relationships with financial community. Taco Bell promised to give every American a free taco if the space station hit the target. It is also possible to set up a communication system that can be activated in almost any emergency situation. This is the unpaid peer-to-peer communication of often provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others: Viral marketing. Below the line (BTL) advertisingrefers to more one-on-one marketing approaches which can include targeted social media campaigns, direct mail marketing, point-of-sale ads, coupons and deals, and email and telemarketing appeals. HubSpot has adeck of 472 slides that presents a narrative about the history of advertising. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. Some highlights are referenced here. This process can involve devising specific communication techniques and selecting the forms of media that suit the message best. They stockpiled rice. Experts are tested by Chegg as specialists in their subject area. 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). The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. We view the Member Code of Ethics as a model for other professions, organizations and professionals. It is important to ensure that the information across all channels is accurate and as complementary as possible. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. release. We are all publishers now. A. tool. 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 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. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. Communicating with individuals and groups in various cultural groups. The PR program must describe its target audiencein most instances, PR programs are aimed at multiple audiences that have varying points of view and needs. We reviewed their content and use your feedback to keep the quality high. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. Branding has been used to great effect in recent elections. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. Here is how the third-person effect works with regard to advertising: You might think upon seeing a clever advertisement, Sure, that ad probably got someone else to buy the product, but it doesnt influence me. I dont just go out and buy whatever ads tell me to buy. 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. It is often thought of as deception, but this is not always the case. 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. That worry and not the original message may influence our behavior. 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. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. To serve the public interest by providing the widest choice of practitioner options. The Body Shop, a cosmetics company that gained popularity during the 1980s and early 1990s, used PR to build its image as a company that created natural products and took a stand on issues of corporate ethics. 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. Todd Hunt and James Grunig developed a theory of four models of PR. their public relations material. 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. B. 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. However, this book focuses on a public relations approach based particularly on writing for the media. It is wide and the top and narrows at the bottom. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). It can be quickly undone by PR crises such as the BP oil spill. A companys control over what its brand symbolizes can also lead to branding issues. tool. 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. It is important to make amends to those affected and then do whatever is necessary to restore the organizations reputation in the community. 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. Costco and Sams Club even put limits on the number of large bags of rice people could purchase. 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. 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. Being prepared for harmful situations is imperative. 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. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. 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. Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertisings effectiveness dwindled. Strategists can also research the potential audience of the campaign. 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. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. e- Publicity is not part of public relations. Core Principle Client trust requires appropriate protection of confidential and private information. 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. Although there are similarities, there also are key differences. He thought that a friendship might lead to democracy in China. Reveal the sponsors for causes and interests represented. 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. 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. Act promptly to correct erroneous communications for which the member is responsible. It took almost three months to cap the oil gusher. Much like the Volkswagen ads half a century before, Toyota used a style of self-awareness to market its automobiles. Rather, this is a tested theory demonstrated in multiple studies. This was a way of breaking down mass influence beyond advertising. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. 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. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. 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. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. Which of the following statements about public relations is not correct? (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) Ethical practice is the most important obligation of a PRSA member. The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. The two-way symmetric model requires true communication between the parties involved. 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. D) Public relations is a strategy to . 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. They said they were about values. relations? A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). In an ideal republic, Congressional representatives strictly employ this model. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. An important part of maintaining a consistent brand is preserving the emotional attachment consumers have to that brand. At the same time that the concept of brands was developing, mass-media platforms such as daily newspapers and radio broadcasts grew their audiences and spread their influence geographically. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. Although line agencies serve primarily in a support capacity, they may also have groups that perform the agencies' designated tasks. Line agencies perform tasks and administer programs, while staff agencies furnish advice and give assistance. Require that subordinates adhere to the ethical requirements of the Code. It is important to have a crisis management team who can handle these situations. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. During the strategy phase, PR professionals usually determine objectives focused on the desired goal of the campaign and formulate strategies to meet those objectives. How does the bread and milk effect work? Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. Disclose financial interest (such as stock ownership) in a clients organization. B. Most modern corporations employ the persuasive communication model. It is important to differentiate between the two. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. Branding, once a technique used by companies to sell their products, has become an everyday means of communication. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. 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. Wherever a message originates, even if it is as simple as clicking Share on Facebook, the S-M-C-R model starts again. Like other theories related to persuasion in the mass media the behavioral influences it identifies have to contend with other social forces to influence behavior. Interest refers to the somewhat narrower subset of people who are prospective customers. Advertising is challenging enough when products do not raise ethical dilemmas. 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. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. If Nike introduces a new Air Jordan, the branding is easily handled. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. First, the consumer needs to be made aware of the brand and its products. Instead, the point is that consistent messaging is a base requirement for advertising to work. 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. Despite the cynical outlook of many Americans regarding commercial claims, the notion that Apple is a symbol of individualism has been adopted with very little irony. 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. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. Consumers who have been so successfully persuaded to purchase and enjoy a product that they try to persuade others to buy it too extend the reach of advertising potentially exponentially. The S-M-C-R model (often attributed in that particular configuration to Berlo)is the most efficient model for understanding how to break down and analyze messages in the mass media. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. First, we assume that other people have seen the messages we have. limitations. . In other words, it is known as the first modern ad agency. 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. 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. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. Public relations is not considered a management function.

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