Question 1 1 pts Which is an accurate statement about public relations? limitations. Taco Bell promised to give every American a free taco if the space station hit the target. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. Be in good academic standing. correct incorrect. 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. You should be aware as an information consumer that there are ongoing battles for your allegiance. 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. PR professionals work to manage story framing. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. Douglas Atkin, who has written about brands as a form of cult, readily admits and embraces his own brand loyalty to Apple: Im a self-confessed Apple loyalist. To do so, PR pros might use a variety of channels a company blog, social media or even a . Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. This can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive. b- The most common publicity-based tool is the press conference. Which of the following statements about public relations is not correct? The first step of many PR campaigns is the initial research phase. B) Advertising and public relations both give people and corporations direct control over the message. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. 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. And yet we do know that advertising works at least to influence behavior. The history of the public relations field is often misunderstood. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. ATL and BTL advertising can work hand in hand. Act in the best interests of the client or employer, even subordinating the members personal interests. Just as PR campaigns build brands, PR crises can damage them. First, practitioners identify and qualify the issue to be addressed. This process can involve devising specific communication techniques and selecting the forms of media that suit the message best. Communication technicians write press releases, pitches, feature articles, and other communication materials and assist in event planning. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. To build trust with the public by revealing all information needed for responsible decision making. Branding has been used to great effect in recent elections. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. The purchase decision is ultimately a personal one. First, the consumer needs to be made aware of the brand and its products. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. This audience may include media outlets, constituents, consumers, and competitors. The most common use of product placement is in films where characters use branded products. A. C. The city government of New Orleans refused to accept offers of federal assistance. b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. Demonstrating the need for and encouraging the public support charitable organization primarily through financial contributions. Experts are tested by Chegg as specialists in their subject area. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. D) Public relations is a strategy to . Companies develop brands and specific products they want to sell. Examples of Improper Conduct Under this Provision: Core Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. 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. 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. Investigate the truthfulness and accuracy of information released on behalf of those represented. Investor relations are also often carried out under this model. 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. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. These campaigns work to position a brand in the public arena in order to give it a sense of cultural importance. c. Although staff agencies serve primarily to operate public programs, they may have line . Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? So much data exists on individual users and on the behavior of similar people who have made similar purchases that advertisers can try to target people at precisely the right moment to influence their purchase decisions. The correct option is A. 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. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. 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. Then, it discusses the history of advertising. 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). It can take the form of blog posts or entire blogs. 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. 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. It has become easy for individuals and fake accounts to publish information into the worlds information glut. The PRSA Code of Ethics applies to PRSA members. We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. Lobbyists also attempt to influence public policy using PR campaigns. Reflection is a critical step in learning and corporations are like any other social institution. Before Obamas inauguration in January 2009, an unprecedented amount of merchandise was sold, a further testament to the power of branding (Alberts, 2009). 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. Engaging in social media arguments is almost never productive for a brand, unless you have Wendys level of Twitter clapback. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. The companys first responsibility is to the safety and well-being of the people involved. tool. E. PR is how brands manage the spread of their information, so it's similar to branding. 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. In light of the improved public health conditions in San . Problem-solving facilitators provide crisis management to an organization during an obstacle. Ultimately, the stunt gained Taco Bell global advertising (BBC World, 2001). 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. 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. Politicians communicate with their constituents and make their message known using PR strategies. The two-way symmetric model requires true communication between the parties involved. 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. It is the audience-building aspect of advertising. They need to learn to survive and to thrive. Operations Management questions and answers, Which of the following statements is true about public But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code. Discussion PointDo you think the two-way symmetrical model is plausible? Advertising is challenging enough when products do not raise ethical dilemmas. Some experts think of public relations more broadly. This phase may also address budgetary restrictions and possibilities. Other branding backlashes have plagued companies such as Nike and Starbucks. Click here for more information on what you can expect in a public relations career. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. The member represents a competitor company or a conflicting interest without informing a prospective client. 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. A brand should aim to have the same problem statement, . 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. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. 4). 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. 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. Also diverts attention away from public discussions if damaging. 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. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. 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. 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. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. Theres almost an observable shiver of consternation in the cafe, and it must be discernable to the person with the PC, because they never come back. Promoting harmful products can be damaging socially, professionally and personally. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). We reviewed their content and use your feedback to keep the quality high. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. 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. PRSA is committed to ethical practices. their public relations material. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. The ubiquity of modern advertising means the public is skeptical ofor even ignoresclaims advertisers make about their products. Corporations engage in PR combat all the time, though they often try to work undetected. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. Reveal the sponsors for causes and interests represented. Now, PR has to work in a digital media system where news reporters and editors are not the major gatekeepers deciding what information will be made public. Advertising is a communication tool used by marketers in order to get customers to act. 1. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. 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. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. It is important to differentiate between the two. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Organizations attempt to persuade an audience to take a certain point of view. Whether you're looking for a new position or a new employee, start your search on the PRSA Jobcenter. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. Public relations uses multiple channels to generate public exposure. Interest refers to the somewhat narrower subset of people who are prospective customers. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. Responding to concerns, informing, and motivating and organizations current employees or members. Ethical practice is the most important obligation of a PRSA member. 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. 120 Wall Street, 21st Fl. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. 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. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. We provide objective counsel to those we represent. 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. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. This is not conceptually complicated. That entire doctrine has come and gone. 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. Rather than displaying one commercial for several months, the BTL social media campaign might be made up of dozens of targeted videos, tweets, influencer posts and online ads. This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). This was a way of breaking down mass influence beyond advertising. 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. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. This personal application is perhaps the greatest evidence of the impact of advertising and PR on modern culture. It isnt always pretty. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. This time, though, Mother Nature was not to blame. 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. The scenarios outlined in the Code provision are actual examples of misconduct. Even if you do this, you might face a PR crisis. 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.
