which statement about public relations is correct

Promoting harmful products can be damaging socially, professionally and personally. In this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. Conversely, dont blow minor incidents out of proportion or allow others to do so. In response, the tobacco industry began using PR techniques to increase brand presence. Reveal the sponsors for causes and interests represented. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? b- The most common publicity-based tool is the press Which of the following statements about public relations is not correct? We are faithful to those we represent, while honoring our obligation to serve the public interest. Businesses communicate information to gain desired results. The companys first responsibility is to the safety and well-being of the people involved. In recent years, branding has become an important part of national political campaigns. Developing an effective PR model was an important war effort during World War IIwhen it was essential to develop theories for how propaganda worked to determine what the Nazis were doing and, if possible, how their propaganda could be stopped. 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). All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. Everybody is a values voter, but they got the brandthey said they were against the death taxwhat a great brand. Individual information consumers must take responsibility for their own consumption and for what they spread. The positive PR campaign presented Toyotas as cars with a high standard of excellence, backed by a company striving to meet customers needs. 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. A member intentionally leaks proprietary information to the detriment of some other party. 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. Systematic process and planning of an organizations promotional efforts, Larger umbrella term that includes public relations and advertising, Focused on the promotion of products and/or services in order to drive sales, Audience is primarily customers or potential buyers, Paid media: companies have to pay for marketing efforts, Focused on creating a favorable public image through relationship building and reputation management. Messaging is the process of creating a consistent story around a product, person, company, or service. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. 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. As the readership of traditional media shift to online media, so has the focus of many in public relations. 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. Rather, the tone, style and method of dissemination of BTL advertising are more personal. The organizing concept for ATL advertising, as the term is used today, is that the ads target a mass audience primarily on legacy media platforms. Even the origins of the company had been made up as a PR tool: The idea, name, and even product list had been ripped off from a small California chain called the Body Shop that was later given a settlement to keep quiet. PR is also the process of managing your organization's brand and communications especially in times of crisis. Preserve the integrity of the process of communication. Relating with other firms in the industry of an organization and with trade associations. 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. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. 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. Other forms of media include newspapers, television programs, radio stations, and magazines. After the overall campaign has been determined, PR practitioners enter the evaluation phase. Many people confuse public relations with marketing and advertising. 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. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). Disseminating planned messages through selected media to further an organizations interests. But media relations is the tip of the iceberg. These values are the fundamental beliefs that guide our behaviors and decision-making process. 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. Companies develop brands and specific products they want to sell. Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. Ethical practice is the most important obligation of a PRSA member. 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. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. It is important to map out potential negative scenarios and have a PR plan for each one. Now the concern has become a self-fulfilling prophecy. 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. conference. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Commercial ventures also rely on this model. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. To improve, adapt and expand professional practices. Investigate the truthfulness and accuracy of information released on behalf of those represented. The history of the public relations field is often misunderstood. I go to a cafe around the corner to do some thinking and writing, away from the hurly-burly of the office, and everyone in that cafe has a Mac. New technologies such as blogs have enabled virtually anyone to participate in the news gathering process, meaning that public relations practitioners must work with both . The model is particularly popular in advertising and consumer marketing, fields that are specifically interested in increasing an organizations profits. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. 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. 120 Wall Street, 21st Fl. 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. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. Before Obamas inauguration in January 2009, an unprecedented amount of merchandise was sold, a further testament to the power of branding (Alberts, 2009). What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. Instead, the point is that consistent messaging is a base requirement for advertising to work. Journalists often have the opposite interest because reporting on conflict is interesting. The campaign came up with the word biosolids to replace the term sludge. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. 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 first step of many PR campaigns is the initial research phase. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. 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. Advertising is a communication tool used by marketers in order to get customers to act. 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). c. He thought a relationship with China might drive a wedge between the Soviet Union and China. 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. Not every institutional organization can have a huge PR budget, but the practices can be taught to just about any small business owner. a. Public relations looks to build the relationships between organizations and stakeholders. It has measurable effects on attitudes, that is, what people think about brands. 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). PR can generate media attention or attract customers, and it can also ease communication between a company and its investors, partners, and employees. A companys control over what its brand symbolizes can also lead to branding issues. We view the Member Code of Ethics as a model for other professions, organizations and professionals. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. Public service announcements like the one that shows your brain and your brain on drugs.. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. B) Advertising and public relations both give people and corporations direct control over the message. I did a disservice to the American people not by putting forth a bad plan, but by not being a better brander, not being able to explain it better (Kiley, 2008). To build respect and credibility with the public for the profession of public relations. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. Click here for more information on what you can expect in a public relations career. There is also a thought process that defines a fifth P; Public Relations, and that it should be counted separately from the fourth P of promotion. Politics has also embraced branding. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. The scenarios outlined in the Code provision are actual examples of misconduct. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). their public relations material. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. 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. Relating directly with legislatures and regulatory agencies on behalf of an organization. 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. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. Media relations uses one the press. . Sale promotion. You should be aware as an information consumer that there are ongoing battles for your allegiance. Favorable reviews of the shows generated positive press for Marlboro. 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. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. Regardless of the fate of advertising, PR has clearly come to have an increasing role in marketing and ad campaigns. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. 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. please help me to solve these The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. The company created stories about celebrity proposals and gifts between lovers that stressed the size of the diamonds given. 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. An important part of maintaining a consistent brand is preserving the emotional attachment consumers have to that brand. C) Special events are a type of public relations. During the strategy phase, PR professionals usually determine objectives focused on the desired goal of the campaign and formulate strategies to meet those objectives. In a sense, content marketing allows a brand to create a more human profile in digital spaces. 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. As previously stated in this text, social institutions such as your family, friends, church and workplace can influence your behavior in tandem with or contrary to what you see and hear in the mass media. McCains competitor, Barack Obama, also employed branding strategies. A consistently popular political brand is that of the outsider, or reform-minded politician. A. 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. These campaigns work to position a brand in the public arena in order to give it a sense of cultural importance. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. 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. Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. They need to learn to survive and to thrive. b. As difficult as it might be to go back and discuss where communication failed, it is essential. All the more reason to maintain good longstanding relationships with your consumers. They employ ever-evolving techniques to try to stay ahead of information weary consumers. Draws attention to public conversations and media coverage. C. Public relations has the same objectives as product and service promotion. Percentage of sales Objective & task Affordable Competitive parity Question 3 1 pts Multiple Select: Disney World is a mature product and a cash cow. 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. We acquire and responsibly use specialized knowledge and experience. 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. relations? Although emergencies are by their very nature unpredictable, it is possible to list and prepare for negative scenarios that might occur. Serving as one of the major sources of media information in a crisis is a means of maintaining control. 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. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. 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. correct incorrect. 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. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. Work 37.5 hours per week and commit to a minimum of 375 hours for the duration of the internship. 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.

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