which statement about public relations is correct which statement about public relations is correct

Parts of this chapter remixed from Curation and Revision provided by: Boundless.com is licensed under a Attribution-ShareAlike 4.0 International License, except where otherwise noted. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. It has measurable effects on attitudes, that is, what people think about brands. We view the Member Code of Ethics as a model for other professions, organizations and professionals. Communication technicians write press releases, pitches, feature articles, and other communication materials and assist in event planning. In light of the improved public health conditions in San . PR Final questions Flashcards by laura flowers | Brainscape A great deal of Apples success comes from the companys mystique. Stories of travels to exotic locations to research and develop cosmetics were completely fabricated, as was the companys reputation for charitable contributions. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. We believe our professional values are vital to the integrity of the profession as a whole. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. Everybody is a values voter, but they got the brandthey said they were against the death taxwhat a great brand. Investigate the truthfulness and accuracy of information released on behalf of those represented. As difficult as it might be to go back and discuss where communication failed, it is essential. Organizations attempt to persuade an audience to take a certain point of view. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. Public relations is a concept every small business has to deal with at some point. We respect all opinions and support the right of free expression. Researchers have found it is probably strongest in situations where groups have little understanding of one another and where the messages and perceived outcomes are thought to be negative (note the section on Perloff). You can influence other people by what you read and share, and you are encouraged once again to be aware of where your news sources get their information. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. Relating directly with legislatures and regulatory agencies on behalf of an organization. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? Problem-solving facilitators provide crisis management to an organization during an obstacle. For example, utility companies often include fliers about energy efficiency with customers bills, and government agencies such as the IRS issue press releases to explain changes to existing codes. In a sense, content marketing allows a brand to create a more human profile in digital spaces. Consumer behavior is about as unpredictable as other forms of human behavior. 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. The best way to build good PR is to carefully maintain a good reputation over time and to avoid behaviors as an individual, company or corporation that might harm others. 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. Regardless of its purpose, a typical campaign often involves four phases. He thought that a friendship might lead to democracy in China. 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. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. Productplacementis basicallypassive advertisingin which a company pays to have its products used prominently in a photograph, film, or video message or during a live appearance. Conversely, dont blow minor incidents out of proportion or allow others to do so. Disclose financial interest (such as stock ownership) in a clients organization. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. d- Event sponsorship is not an effective public relations b. b- The most common publicity-based tool is the press Rice futures went up and up out of fear that people were stockpiling rice. It is simply a matter of fact that PR efforts are ongoing and that attacks within these battles do not always take the form of headlines. The history of the public relations field is often misunderstood. 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). Colleges send informational brochures to potential students; a company includes an about section on its website. This phase may also address budgetary restrictions and possibilities. 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. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. B. An individual ad in a BTL context may not cost as much as a massive ad buy facilitated by an agency that primarily does ATL advertising; however, BTL advertising can still be costly for advertisers and profitable for ad agencies in the aggregate. Front groups: A member implements grass roots campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. P. T. Barnum was an early American practitioner of this kind of PR. limitations. Such a group can range from just one person to dozens of employees depending on the size and scope of the organization. Now the doctrine is you respond instantaneously, and where possible with a strong counterattack. To serve the public interest by providing the widest choice of practitioner options. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. Brand managers that once focused on the product now find themselves in the role of community leaders, responsible for the well-being of a cultural image (Atkin, 2004). In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. These chats aimed to justify many New Deal policies, and they helped the president bypass the press and speak directly to the people. A. 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. Branding has been used to great effect in recent elections. Later interviews with country artists and books on country music history have also mentioned this tour. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. Relating with other firms in the industry of an organization and with trade associations. It originates from the public rath Show tab overview It is free. Employing a combination of activities, designed to sell a product, service, or idea, including advertising, collateral materials, publicity, promotions, direct mail, trade shows, and special events. S-M-C-R assumes that the sender comes first and the receiver comes last. However, the old trick is less effective in the modern digital world. Investor relations are also often carried out under this model. a. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. Which of the following statements about advertising is correct? Newspapers across the country cut ties with Adams after he went on a racist rant on his YouTube show. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. Which of the following statements about public relations is not correct? Preserve intellectual property rights in the marketplace. The positive PR campaign presented Toyotas as cars with a high standard of excellence, backed by a company striving to meet customers needs. The gap between old PR methods and new ones became evident in 2006, when thenVice President Dick Cheney accidentally shot a friend during a hunting trip. The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. 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. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). 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 . Click here for more information on what you can expect in a public relations career. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. 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. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. 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 still moves people along the purchase funnel, but there is usually added value in this type of content. 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. A consistently popular political brand is that of the outsider, or reform-minded politician. 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. Demonstrating the need for and encouraging the public support charitable organization primarily through financial contributions. Now, there is a greater ability than ever to identify and create a need not only for interested members of a mass audience but also for specific individuals in real time based on their online and physical world behavior. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. 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. On what part of society does public relations have - Course Hero If you have advocated for a brand and sent people looking for it online, you have probably become part of someones inbound marketing strategy. Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. Ultimately, the stunt gained Taco Bell global advertising (BBC World, 2001). With the abundance of information readily available to audiences worldwide, companies are more vulnerable than ever to misinformation about their brand. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. Commercial ventures also rely on this model. 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. 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. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. 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. He was concerned about another World War starting between the United States and China. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. It may seem that advertising is the biggest, most important element of the mass communication industry because its revenues fuel other types of mass media production, but advertising is only one piece of the marketing puzzle. 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. 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. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. For example, an ad agency that does not typically manage multimillion-dollar television ad buys might still put together hundreds of thousands of dollars in targeted social media ads. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. 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. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. The combination of detailed demographic information, search and digital media usage behaviors and physical world behaviors(such as whether someone has entered a Walmart or Macys in the past week) makes advertising in the information age more powerful, sometimes more meaningful and often more ethically questionable than in the past. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. US Citizen or permanent resident. 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. B. Be honest and accurate in all communications. Promoting harmful products can be damaging socially, professionally and personally. Stakeholder theory identifies people who have a stake in a given institution or issue. The two-way symmetric model is useful in communicating within an organization because it helps employees feel they are an important part of the company. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. Require that subordinates adhere to the ethical requirements of the Code. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. Solved Which of the following statements is true about - Chegg There was a time when many companies did not see the value of public relations, unless a crisis happened. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. Recently Toyota faced a marketing crisis when it instituted a massive recall based on safety issues. 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. Although line agencies serve primarily in a support capacity, they may also have groups that perform the agencies' designated tasks. Undertaking activities within a community to maintain an environment that benefits both an organization and the community . 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. Strategists can also research the potential audience of the campaign. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. 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. The more you study the bigger picture of marketing which includes advertising strategies and other research efforts meant to guide advertising strategies as part of larger sales and production strategiesthe more you recognize how focused advertising is. 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. 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. c- Event sponsorship is not an effective public relations Communicating with individuals and groups in various cultural groups. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. After considering all of these factors, practitioners are better educated to select the best type of campaign. PR often measures its worth in earned mediathe amount of free air time on TV or space in major newspapers and magazines that is earned by getting other mass media channels to tell your products stories without having to pay for ad space. This article from PRSA provides tips to those beginning a career in public relations. please help me to solve these In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. their public relations material. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. correct incorrect. 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. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. Which statement below correctly summarizes President Nixon's reasons Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertisings effectiveness dwindled. Public relations is a strategy to persuade the public to a certain point of view c. Advertising and public relations both give people and corporations direct control over the message d. Reading: Public Relations | Principles of Marketing - Lumen Learning Which statement about staff and line agencies is TRUE? Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. Keep informed and educated about practices in the profession to ensure ethical conduct. 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. 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. 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. 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. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. Inbound marketing is advertisings answer to de-massification. The main objective of public relations is to maintain a positive reputation of the brand and maintain a strategic relationship with the public, prospective customers, partners, investors, employees and other stakeholders which leads to a positive image of the brand and makes it seem honest, successful, important, and relevant. b- The most common publicity-based tool is the press conference. Also diverts attention away from public discussions if damaging. Accurately define what public relations activities can accomplish. This time, though, Mother Nature was not to blame. Public relations is not considered a management function. E. b- Publicity-based public relations do not. 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. 2003-2023 Chegg Inc. All rights reserved. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. a- Marketers cannot control whether the media choose to publish their public relations material. In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. Which statement about government response to Hurricane Katrina is correct? Be in good academic standing. The third-person effect is based onthree presumptions. Outrage over this testimony helped galvanize opinion in favor of U.S. involvement. Which of the following statements is true about public 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. c. Although staff agencies serve primarily to operate public programs, they may have line . About Public Relations | PRSA These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. The image below outlines other differences. 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. To build trust with the public by revealing all information needed for responsible decision making. Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? During the 1999 World Trade Organization protests in Seattle, activists targeted Starbucks and Nike stores for physical attacks such as window smashing. The ubiquity of modern advertising means the public is skeptical ofor even ignoresclaims advertisers make about their products. Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. Core Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society. To earn trust and mutual respect with clients or employers. This explains why negative news gets so much more attention than positive news. It is important to differentiate between the two. These values are the fundamental beliefs that guide our behaviors and decision-making process. Apple has also employed this type of branding with great effectiveness. release. They may also conduct research on the potential results to better understand the cost and benefits of the campaign.