which statement about public relations is correct

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 was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. This strategy served tobacco companies well up through the 1980s. An early example of this kind of branding was Nikes product endorsement deal with Michael Jordan during the 1990s. Communication technicians write press releases, pitches, feature articles, and other communication materials and assist in event planning. A. Which of the following statements about public relations is not correct? Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. This explains why negative news gets so much more attention than positive news. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? Im a savvy shopper. The campaign began by giving diamonds to famous movie stars, using their built-in publicity networks to promote De Beers. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Probably the most important difference between marketing, public relations, and advertising is the primary focus. a. Which of the following statements about advertising is correct? 4). At the time of his trip, Franklin was an international celebrity, and the fashionable society of Paris celebrated his arrival; his choice of a symbolic American-style fur cap immediately inspired a new style of womens wigs. 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. New York, NY 10005-4024. 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. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. The scenarios outlined in the Code provision are actual examples of misconduct. It is important to have a crisis management team who can handle these situations. To earn trust and mutual respect with clients or employers. 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. First, the consumer needs to be made aware of the brand and its products. The most common use of product placement is in films where characters use branded products. a. Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. Audiences varies; not just customers (examples: media, internal employees), Earned media: Publicity achieved through pitching or convincing journalists to cover your client or organization, Focused on drawing attention to the product through strategic placement and imagery, Component of marketing (falls under the umbrella of marketing efforts), Paid media: companies have to pay for advertisement creation, In 1982, Johnson & Johnsons Tylenol medication commanded 35% of the US over-the-counter analgesic. 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. The profit in BTL marketing comes from reaching large audiences with tailored messages at specific times in relation to their previous purchasing and shopping behaviors. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. 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. Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertisings effectiveness dwindled. b. 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. A brand should aim to have the same problem statement, . Often software algorithms are used to decide who sees which targeted ad and when. Accurately define what public relations activities can accomplish. 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. C. Public relations has the same objectives as product and service promotion. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. Counsel subordinates in proper ethical decision making. PR is how brands manage the spread of their information, so it's similar to branding. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. 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. The slow federal response was a public relations disaster for the Bush administration. For most of the 20th century, the shorthand definition of PR was that it was like advertising only instead of paying a media outlet to run a message, you sent the message out to journalists and other gatekeepers (see Chapter 7) in the hopes that they would share the information as news. In this manner, brands can engage with potential and repeat customers. 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. Twitter and Instagram followers and Facebook friends can easily be bought. Core Principle Client trust requires appropriate protection of confidential and private information. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. An audiences attitudes and beliefs about a company can greatly influence its success. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. Blackspot shoes use the Nike brand to create their own antibrand, symbolizing progressive labor reform and environmentally sustainable business practices (New York Times, 2004). The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. No matter the public relations vehicle, there must be a common buyer that all parties want toreach. The single explosion on BPs deep-water oil rig in the Gulf of Mexico essentially nullified the PR work of the previous 10 years, immediately putting BP at the bottom of the list of environmentally concerned companies. The CEO of BP,Anthony Bryan Tony Hayward, lost his job because he made a major PR blunder when he said he just wanted his life back. Eleven people were dead. Corporations engage in PR combat all the time, though they often try to work undetected. 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. release. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. Politics and PR have gone hand in hand since the dawn of political activity. This section describes a few notable PR campaigns over the years. b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. Media relations uses one the press. Stakeholder theory identifies people who have a stake in a given institution or issue. 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. Either private PR companies or in-house communications staffers carry out PR functions. Note here that social science theories are based on many observable facts. Finally, the two-way symmetrical model argues that the public relations practitioner should serve as a liaison between the organization and key publics, rather than as a persuader. Advertising in the modern sense emerged between the mid-19th and early-20th centuries. relations? This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). Acknowledge that there is an obligation to protect and enhance the profession. More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. 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. Such marketing is usually optimized for search engines, which is to say the posts are written to attract search engine attention as well as outside links, which also alerts search engines that this content is valuable. That entire doctrine has come and gone. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. First, practitioners identify and qualify the issue to be addressed. We provide objective counsel to those we represent. They need to move from being interested to desiring a product if they are going to make the purchase. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. 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. They need to learn to survive and to thrive. (Recall that framing was defined in Chapter 9.) Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. Corporate Social Responsibility (CSR) is the way how a corporation manages a balance among its economic, social, and environmental responsibilities so it can produce a positive impact on society. We advance the profession through continued professional development, research, and education. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Problem-solving facilitators provide crisis management to an organization during an obstacle. Mass media platforms may still be needed to reach mass audiences outside of a brands collection of fans and followers, but much goodwill can be generated by maintaining a proactive, positive and professional digital presence. Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporations performance. 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). In light of the improved public health conditions in San . Then, we presume that they will be influenced by those messages. PR techniques have been used in propaganda efforts throughout the 20th century. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. They may come in the form of messages from Twitter bots,botnets,collections of fake social media profiles run by software or blogs, or email spam. 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. 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. Advertising is a communication tool used by marketers in order to get customers to act. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. 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. The history of the public relations field is often misunderstood. Discussion PointDo you think the two-way symmetrical model is plausible? In this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. It is wide and the top and narrows at the bottom. What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. 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. 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. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. Actively pursue personal professional development. correct incorrect. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. b- The most common publicity-based tool is the press These chats aimed to justify many New Deal policies, and they helped the president bypass the press and speak directly to the people. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. The first step of many PR campaigns is the initial research phase. 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. 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. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. Emotional connections are crucial to building a brand or lovemark. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. Public relations. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). 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. Preserve the integrity of the process of communication. Developing effective involvement in public policy and helping an organization adapt to public expectations. Other forms of media include newspapers, television programs, radio stations, and magazines. They stockpiled rice. 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). 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. 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). In 2000, BP began a campaign presenting itself as Beyond Petroleum, rather than British Petroleum, the companys original name. Although emergencies are by their very nature unpredictable, it is possible to list and prepare for negative scenarios that might occur. More will be added as experience with the Code occurs. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. If there is a disaster, the advice is to be truthful and transparent,to not say too much and to correct any exaggerations that emerge in the news media and on social media, within reason. 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. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. Chemical companies should prepare for chemical spills. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. Other branding backlashes have plagued companies such as Nike and Starbucks. 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. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. 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. 120 Wall Street, 21st Fl. The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. 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 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. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. To improve, adapt and expand professional practices. On one level, advertising is a simple concept. Internal policies should be changed to minimize a repeat of the crisis situation. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. If Nike introduces a new Air Jordan, the branding is easily handled. PR campaigns begin with a research phase, develop objectives during a strategy phase, formulate ways to meet objectives during the tactics phase, and assess the proposed campaign during the evaluation phase. Serving as one of the major sources of media information in a crisis is a means of maintaining control. A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. They employ ever-evolving techniques to try to stay ahead of information weary consumers. 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. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). The campaign came up with the word biosolids to replace the term sludge. Front groups: A member implements grass roots campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups. Emphasis on enforcement of the Code has been eliminated. 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. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. Besides the conflict during crisis situations between journalists and PR professionals, there are PR battles that go on between competing brands and between non-profits, corporations and government officials all the time. We acquire and responsibly use specialized knowledge and experience. It can take the form of blog posts or entire blogs. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. This article from PRSA provides tips to those beginning a career in public relations. Positive, assertive communication focuses attention on the most important aspects of the problem and moves the process forward to resolution, even in the face of antagonistic news media. The image below outlines other differences. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. Today there are about 500,000 ad agencies in the world of all shapes and sizes. We are accountable for our actions. Public relations uses multiple channels to generate public exposure. 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. Click here for more information on what you can expect in a public relations career. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. 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. 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. A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. 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. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. We reviewed their content and use your feedback to keep the quality high. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. 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. McCains competitor, Barack Obama, also employed branding strategies. HubSpot has adeck of 472 slides that presents a narrative about the history of advertising. Then, it discusses the history of advertising. It is important to map out potential negative scenarios and have a PR plan for each one. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. Both product placement and sponsorship decisions are based on a sharedtargetmarket. It still moves people along the purchase funnel, but there is usually added value in this type of content. 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. Knowing that advertising can influence peoples awareness and purchase decisions, we tend to develop a sort of double delusion where we think other people are probably affected more than they are, and we think we are influenced less than we are. Essentially, the company inherited a PR machine that had been built around Jordan and that continued to function until his retirement (Roberts, 2003). Which of the following statements is true about public relations? Brands can foster relationships and encourage brand advocacy among people not being paid to promote their products. E. Typically, shorter forms of public . Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. This audience may include media outlets, constituents, consumers, and competitors. Just as PR campaigns build brands, PR crises can damage them. relations? Conversely, dont blow minor incidents out of proportion or allow others to do so. Branding has been used to great effect in recent elections. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. An effective public relations program continues over months or even years. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. D. In addition to businesses, advertising is used by many types of organizations. Advertising is synonymous with public relations. Sale promotion. The most common . their public relations material. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation.

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