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

Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. 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. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). PR has always been an important part of political campaigning and activity. 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. 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. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. 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. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. The first step of many PR campaigns is the initial research phase. If you have advocated for a brand and sent people looking for it online, you have probably become part of someones inbound marketing strategy. 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. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. 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. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertisings effectiveness dwindled. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. limitations. 120 Wall Street, 21st Fl. For more information and resources, visit our Ethics Page. Ethical practice is the most important obligation of a PRSA member. 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. 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. It works like this: We hear a message that a winter storm is coming, and we worry that other people will be easily influenced by that news. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? 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. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. During the strategy phase, PR professionals usually determine objectives focused on the desired goal of the campaign and formulate strategies to meet those objectives. Either private PR companies or in-house communications staffers carry out PR functions. 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. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). The image below outlines other differences. These values are the fundamental beliefs that guide our behaviors and decision-making process. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. Corporations, conveniently, grew large enough to have massive budgets to spend on advertising. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. S-M-C-R assumes that the sender comes first and the receiver comes last. PRSA is committed to ethical practices. Organizations attempt to persuade an audience to take a certain point of view. The third-person effect is also a major issue in race relations and partisan politics. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. 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. 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. Counsel subordinates in proper ethical decision making. conference. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. Operations Management questions and answers, Which of the following statements is true about public An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. It isnt always pretty. The term symmetrical is used because the model attempts to create a mutually beneficial situation. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. 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. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. Developing effective involvement in public policy and helping an organization adapt to public expectations. 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. 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. Desire is an even smaller group of people who are real prospects as customers and at the action point, the funnel narrows where the real customers are located. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. To promote respect and fair competition among public relations professionals. . 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. We acquire and responsibly use specialized knowledge and experience. In this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. The most common use of product placement is in films where characters use branded products. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. They stockpiled rice. You should be aware as an information consumer that there are ongoing battles for your allegiance. 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. Not every institutional organization can have a huge PR budget, but the practices can be taught to just about any small business owner. Front groups: A member implements grass roots campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups. It is important to have a crisis management team who can handle these situations. 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. Also diverts attention away from public discussions if damaging. 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). a. Advertising correct incorrect * not completed. 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. It is often thought of as deception, but this is not always the case. During the 1930s, the De Beers company had an enormous amount of diamonds and a relatively small market of luxury buyers. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. Problem-solving facilitators provide crisis management to an organization during an obstacle. Interest refers to the somewhat narrower subset of people who are prospective customers. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. Sale promotion. Rather, this is a tested theory demonstrated in multiple studies. First, the consumer needs to be made aware of the brand and its products. Whether you're looking for a new position or a new employee, start your search on the PRSA Jobcenter. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). 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). Rather, the tone, style and method of dissemination of BTL advertising are more personal. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. 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. Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. The other people in the cafe are writers and professors and in the media, and the feeling of cohesion and community in that cafe becomes very apparent if someone comes in with a PC. They said they were about values. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. Require that subordinates adhere to the ethical requirements of the Code. First, we assume that other people have seen the messages we have. His outrageous attempts at publicity worked because he was not worried about receiving negative press; instead, he believed that any coverage was a valuable asset. Still, it is one of the most interesting theories in the field of mass communication, and it can explain why people race out to buy a certain product when they perceive it to be scarce. 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. As difficult as it might be to go back and discuss where communication failed, it is essential. They need to learn to survive and to thrive. In many ways, marketing (particularly content marketing) bridges the concepts of advertising and public relations because it includes content production similar to advertising and it establishes relationships with consumers, which is the ultimate purpose of PR. Act in the best interests of the client or employer, even subordinating the members personal interests. Rice futures went up and up out of fear that people were stockpiling rice. One example is propagandist techniques created by news media outlets in North Korea. A) Public relations focuses on image, whereas advertising focuses on sales. b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. There is a time element that must be established in researching the effects of mass-mediated messages, but the point is that this simple model of propaganda became the basis for all sorts of media effects studies. Often software algorithms are used to decide who sees which targeted ad and when. Some experts think of public relations more broadly. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. The two-way symmetric model requires true communication between the parties involved. Many people confuse public relations with marketing and advertising. D. Public relations deals only with the activities designed to sell a product or service. Such research can be used to generate mutual understanding or influence and persuade publics. Acknowledge that there is an obligation to protect and enhance the profession. B. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. Scientists even speculated on the chances of the station hitting the targetslim to none. The slow federal response was a public relations disaster for the Bush administration. relations? 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. Favorable reviews of the shows generated positive press for Marlboro. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. Inbound marketing is advertisings answer to de-massification. (Public relations View the full answer Transcribed image text: all AT&T 2:49 4 Exit 1 Which is an accurate statement about public relations? PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. PR professionals work to manage story framing. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. Much like the Volkswagen ads half a century before, Toyota used a style of self-awareness to market its automobiles. Which of the following statements is true about public Lobbying can be part of a government affairs program. It can be quickly undone by PR crises such as the BP oil spill. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. Preserve intellectual property rights in the marketplace. 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. A media reaction plan should include a company media representative as part of the crisis management team. 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. Be in good academic standing. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. For the theory to work, it does not matter if the other is Democrats, Republicans, frat bros, Mexican people, snobby professors or slacker college students. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). Professional agents seek media coverage for a client, product, or event. Twitter and Instagram followers and Facebook friends can easily be bought. Branding has been used to great effect in recent elections. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. c- Publicity-based public relations do not have In an age of digital communication, it is cheap and easy to develop detailed, professional messages employing a variety of media types that PR pros can try to spread around the world instantaneously. In a famous campaign for Lucky Strike cigarettes, he convinced a group of well-known celebrities to walk in the New York Easter parade smoking Lucky Strikes. questions. Marketing professionals worry about all four and consider advertising as just one part of the promotion category. 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. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. Communicating with individuals and groups in various cultural groups. Which of the following statements about public relations is not correct?