which statement about public relations is correct

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). Advertising is a relatively straightforward process, right? An effective public relations program continues over months or even years. In their book The Fall of Advertising and the Rise of PR, Al and Laura Ries make the point that the public trusts the press far more than they trust advertisements. 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. You can create the conditions and increase the probability of a product being bought, but it is difficult (perhaps impossible) to predict behaviors based on messaging. Public relations (PR) is the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. It originates from the public rath Show tab overview It is free. These values are the fundamental beliefs that guide our behaviors and decision-making process. Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. Providing advice to management concerning policies, relationships, and communications. Public relations uses multiple channels to generate public exposure. Everybody is a values voter, but they got the brandthey said they were against the death taxwhat a great brand. 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. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. P. T. Barnum was an early American practitioner of this kind of PR. The Public Relations Society of America (PRSA) defines public relations as a strategic communication process that builds mutually beneficial relationships between organizations and their publics (2016, para. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. As it turned out, the Kuwaiti girl was really the daughter of the Kuwaiti ambassador and had not actually witnessed any of the alleged atrocities (Parsons, 2005). People are, in fact, buying up the bread and milk. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. 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. Advertising correct incorrect * not completed. 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. 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. Public relations people can use these various platforms andchannelsto publish press releases. Although there are similarities, there also are key differences. This was a way of breaking down mass influence beyond advertising. please help me to solve these New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. Qualifications. Be honest and accurate in all communications. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. Its. A company sends out customer satisfaction surveys; company Facebook groups and message boards. 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. 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. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. 2003-2023 Chegg Inc. All rights reserved. In light of the improved public health conditions in San . The state of Louisiana undertook all rescue and clean-up operations in New Orleans. In an ideal republic, Congressional representatives strictly employ this model. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. 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. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. As the readership of traditional media shift to online media, so has the focus of many in public relations. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. 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. In recent years, branding has become an important part of national political campaigns. 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. Taco Bell promised to give every American a free taco if the space station hit the target. 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. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. Eventually, Nike created a vice president for corporate responsibility to deal with sweatshop issues.2. Helping people to survive is one of the primary functions of journalism. This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. Publicity on these channels can be worth tens or hundreds of thousands of dollars. In other words, it is known as the first modern ad agency. 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. 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. Politicians communicate with their constituents and make their message known using PR strategies. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. Act quickly and spare no expense in distributing the information you determine the media and others should have. They need to learn to survive and to thrive. Multicultural Relations/Workplace Diversity. In this manner, brands can engage with potential and repeat customers. D. In addition to businesses, advertising is used by many types of organizations. Manufactured in union shops, Blackspot shoes contain recycled tire rubber and hemp fabric. The slow federal response was a public relations disaster for the Bush administration. Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. Politics has also embraced branding. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. Protect yourself and those you share information with. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. We do not want anyone to beat us to the bread and milk. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. An audiences attitudes and beliefs about a company can greatly influence its success. To build respect and credibility with the public for the profession of public relations. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. Organizations attempt to persuade an audience to take a certain point of view. 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. He was concerned about another World War starting between the United States and China. During the strategy phase, PR professionals usually determine objectives focused on the desired goal of the campaign and formulate strategies to meet those objectives. 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. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. It is important to have a crisis management team who can handle these situations. This audience may include media outlets, constituents, consumers, and competitors. The correct option is A. Also diverts attention away from public discussions if damaging. It took almost three months to cap the oil gusher. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. 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. Content marketingrefers to a common practice where brands produce their own content, or hire someone else to produce it, and then market that information as an alternative to advertising. At its heart, advertising is a matter of raising awareness, creating a deeper interest in a product, and encouraging consumers to desire to make a purchaseand ultimately to take action. Accurately define what public relations activities can accomplish. 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. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. PRSA Code of Ethics | PRSA Even then, there is no guarantee that seeing something seven times will compela person to buy a certain product, vote for a particular politician or take any other consumer action. Advertising influences brand and product awareness in individuals and in groups. While it is true that PR often tries to put a good face on companies with all manner of reputations and harmful business practices, it also serves charities, governmental services and small local businesses. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. Some highlights are referenced here. We respect all opinions and support the right of free expression. This time, though, Mother Nature was not to blame. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. 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. This thought highlights the growing value and performance of public relations to the marketing mix. In 1953, studies showing the detrimental health effects of smoking caused a drop in cigarette sales. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. 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. Global PR is a $14 billion industry. They can be a quick response to a crisis or emerging issue, or they can stem from a long-term strategy tied in with other marketing efforts. The two-way asymmetrical model presents a more scientifically persuasive way of communicating with key audiences. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. Now the doctrine is you respond instantaneously, and where possible with a strong counterattack. Act promptly to correct erroneous communications for which the member is responsible. We never mention the fact that we all have Macs. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. a- The most common publicity-based tool is the news Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. Which of the following statements about public relations is true? More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. The advertising rule of seven is a rule of thumb, or what social scientists call a heuristic, which suggests that people need to see an advertisement seven times before they act on it. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. So, what did people do? Sale promotion. 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. Im not Homer Simpson looking at billboards.. 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. Ultimately, from the advertisers point of view, the goal is not only to move the consumer to purchase the product but also to inspire them to advocate for the brand. 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 Blackspot logo is a simple round dot that looks like it has been scribbled with white paint, as if a typical logo had been covered over. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. Chapter 11 Multiple-Choice Questions - Learning Link Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. This indicates a broad marketplace narrowing to the group of actual customers. Many people confuse public relations with marketing and advertising. Which of the following statements about public relations is not correct? Public Relations (PR) Meaning, Types, and Practical Examples - Investopedia The scenarios outlined in the Code provision are actual examples of misconduct. Question 1 1 pts Which is an accurate statement about public relations? Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. Then, it discusses the history of advertising. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. Operations Management questions and answers, Which of the following statements is true about public relations? Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. A great deal of Apples success comes from the companys mystique. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. Branding has been used to great effect in recent elections. 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. Core Principle Client trust requires appropriate protection of confidential and private information. B. Which of the following statements is true about public The third-person effect is based onthree presumptions. b- Publicity-based public relations do not. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. They may also conduct research on the potential results to better understand the cost and benefits of the campaign. ATL campaigns most often include television, radio and print ads as well as sponsorships. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. 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. Thus, the world of consumer advertising in the mass media is more complex than the funnel makes it seem, although it is an essential strategic model in the industry. Stimulating an interest in a person, product, or organization by means of focused happenings as well as other activities designed to encourage interacting with publics and listening to them. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. What Is Public Relations? PR Functions, Types, & Examples | Feedough The positive PR campaign presented Toyotas as cars with a high standard of excellence, backed by a company striving to meet customers needs. 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. We believe our professional values are vital to the integrity of the profession as a whole. 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. Which statement about staff and line agencies is TRUE? 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. Public relations (PR) is the practice of managing the flow of information between an individual or an organization 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. What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. About Public Relations | PRSA 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. PR Final questions Flashcards by laura flowers | Brainscape Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. 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. If Nike introduces a new Air Jordan, the branding is easily handled. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. US Citizen or permanent resident. The campaign began by giving diamonds to famous movie stars, using their built-in publicity networks to promote De Beers. This is not a flight of fancy. This can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive. When people crash, that, sadly, is news. A. In cases when consumers have discovered that trusted sources were content marketers rather than independent reviewers, the revelations have created public relations problems for the brands. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. Professional agents seek media coverage for a client, product, or event. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). PR can generate media attention or attract customers, and it can also ease communication between a company and its investors, partners, and employees. Messaging is the process of creating a consistent story around a product, person, company, or service. Require that subordinates adhere to the ethical requirements of the Code. This has happened as recently as 2008. 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. 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. These stories were then given out to selected fashion magazines. Public relations is a concept every small business has to deal with at some point. Historically, PR depended on other media platforms such as TV, newspapers and magazines to promote its content. Marlboro sponsored events that brought a great deal of media attention to the brand. Mass audiences may be in decline but entities who know how to build mass networks of users and how to successfully, if not always ethically, use their information are only starting to show their power. 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. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. comm 151 ch12 Flashcards | Quizlet Both parties make use of a back-and-forth discussion. The purchase decision is ultimately a personal one. A brand should aim to have the same problem statement, . c- Publicity-based public relations do not have limitations. Act promptly to correct erroneous communications for which the practitioner is responsible. The two-way symmetrical model is deemed the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies (Simpson, 2014). Later interviews with country artists and books on country music history have also mentioned this tour. In a sense, governmental propaganda is PR, but the client is a country. Strategists can also research the potential audience of the campaign. Receivers almost immediately become senders in a network. Identifying and addressing issues of public concern that affect an organization. Brands can foster relationships and encourage brand advocacy among people not being paid to promote their products. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. Which statement about staff and line agencies is TRUE? a. Line agencies The term symmetrical is used because the model attempts to create a mutually beneficial situation. Public Relations Society of America Inc. Public Relations. The ultimateobjectiveof PR is to retain goodwill as well as create it; the procedure to follow to achieve this is to first do good and then take credit for it. For instance, they may argue that political lobbying is a form of public relations because lobbyists engage in communication activities and client advocacy in order to shape the attitudes of Congress (Berg, 2009). Either private PR companies or in-house communications staffers carry out PR functions. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. Problem-solving facilitators provide crisis management to an organization during an obstacle.

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