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

The new name, Xe Services, was the result of a large-scale PR campaign to distance the company from associations with civilian violence (Associated Press, 2009). And yet we do know that advertising works at least to influence behavior. 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. Protect privileged, confidential, or insider information gained from a client or organization. Keep informed and educated about practices in the profession to ensure ethical conduct. Then, we presume that they will be influenced by those messages. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. 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. Many people confuse public relations with marketing and advertising. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. Messaging is the process of creating a consistent story around a product, person, company, or service. We are faithful to those we represent, while honoring our obligation to serve the public interest. a- Marketers cannot control whether the media choose to publish their public relations material. First, the consumer needs to be made aware of the brand and its products. 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. 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. The correct option is A. PR techniques have been used in propaganda efforts throughout the 20th century. Advertising is a communication tool used by marketers in order to get customers to act. 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. 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. c- Publicity-based public relations do not have limitations. This strategy served tobacco companies well up through the 1980s. This term encompasses brands that have created loyalty beyond reason, meaning that consumers feel loyal to a brand in much the same way they would toward friends or family members. Media representatives have an obligation to provide reliable information to their audiences, and they will get that information whether or not company spokespeople cooperate; if a company will not comment on the situation, someone else will. Professional agents seek media coverage for a client, product, or event. Ethical practice is the most important obligation of a PRSA member. The amount of money spent on traditional media channels has declined as more and more readers have turned to favor online and social media news sources. So much data exists on individual users and on the behavior of similar people who have made similar purchases that advertisers can try to target people at precisely the right moment to influence their purchase decisions. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. Percentage of sales Objective & task Affordable Competitive parity Question 3 1 pts Multiple Select: Disney World is a mature product and a cash cow. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. Strategists can also research the potential audience of the campaign. 2003-2023 Chegg Inc. All rights reserved. c. Although staff agencies serve primarily to operate public programs, they may have line . 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. That entire doctrine has come and gone. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. 4). We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. The aim is to persuade the public, investors, partners, employees, and otherstakeholdersto maintain a certain point of view about the company and its leadership, products, or political decisions. A) Public relations focuses on image, whereas advertising focuses on sales. 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. Below the line (BTL) advertisingrefers to more one-on-one marketing approaches which can include targeted social media campaigns, direct mail marketing, point-of-sale ads, coupons and deals, and email and telemarketing appeals. Awareness is associated with broad market potential. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. Some highlights are referenced here. B. Individual information consumers must take responsibility for their own consumption and for what they spread. 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. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. This audience may include media outlets, constituents, consumers, and competitors. Act in the best interests of the client or employer, even subordinating the members personal interests. This thought highlights the growing value and performance of public relations to the marketing mix. Advertising is a relatively straightforward process, right? We provide objective counsel to those we represent. Work 37.5 hours per week and commit to a minimum of 375 hours for the duration of the internship. The first step of many PR campaigns is the initial research phase. Which statement about staff and line agencies is TRUE? Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. limitations. The history of the public relations field is often misunderstood. This is not to overstate the third-person effect. The positive PR campaign presented Toyotas as cars with a high standard of excellence, backed by a company striving to meet customers needs. However, a company should not speculate; if they dont know the facts, they should say so and promise to get back to the media as soon as possible. This phase may also address budgetary restrictions and possibilities. 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. We view the Member Code of Ethics as a model for other professions, organizations and professionals. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. 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). Public relations. Preserve the integrity of the process of communication. PR professionals now need to think about search algorithms, search engine optimization, social media trends, social media platform algorithms, social media influencers and social link sharing sites such as Reddit. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). Now here is whats interesting about the third-person effect. 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 member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. Branding has been used to great effect in recent elections. 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. correct incorrect. McCains competitor, Barack Obama, also employed branding strategies. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. It has measurable effects on attitudes, that is, what people think about brands. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. It can take the form of blog posts or entire blogs. It originates from the public rath Show tab overview It is free. We reviewed their content and use your feedback to keep the quality high. Pioneered by such companies as Procter & Gamble during the 1930s, the older, advertising-centric model of branding focused on the product, using advertisements to associate a particular branded good with quality or some other positive cultural value. Draws attention to public conversations and media coverage. Reflection is a critical step in learning and corporations are like any other social institution. Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. Reveal the sponsors for causes and interests represented. 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). limitations. Then, it discusses the history of advertising. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). Campaigns to make consumers aware of new brands and products have a track record of widespread but still limited success. Internal policies should be changed to minimize a repeat of the crisis situation. 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. Advertising influences brand and product awareness in individuals and in groups. Apple has also employed this type of branding with great effectiveness. Be in good academic standing. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. 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. (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? This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. Colleges send informational brochures to potential students; a company includes an about section on its website. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. D) Public relations is a strategy to . He thought that a friendship might lead to democracy in China. Marlboro sponsored events that brought a great deal of media attention to the brand. Companies develop brands and specific products they want to sell. c- Publicity-based public relations do not have 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. Disseminating planned messages through selected media to further an organizations interests. Investigate the truthfulness and accuracy of information released on behalf of those represented. Finally, we presume that they will behave in certain ways because of the message and because of our preconceptions about different groups. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. Regardless of the fate of advertising, PR has clearly come to have an increasing role in marketing and ad campaigns. Relating directly with legislatures and regulatory agencies on behalf of an organization. Serving as one of the major sources of media information in a crisis is a means of maintaining control. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. Advertising correct incorrect * not completed. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). A. It has become easy for individuals and fake accounts to publish information into the worlds information glut. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. 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. During the strategy phase, PR professionals usually determine objectives focused on the desired goal of the campaign and formulate strategies to meet those objectives. 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. Commercial ventures also rely on this model. a- Marketers cannot control whether the media choose to publish The third-person effect is also a major issue in race relations and partisan politics. Twitter and Instagram followers and Facebook friends can easily be bought. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. 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. 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. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. We are all publishers now. In other words, it is known as the first modern ad agency. A brand should aim to have the same problem statement, . Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). One example is propagandist techniques created by news media outlets in North Korea. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. Rather, this is a tested theory demonstrated in multiple studies. Organizations attempt to persuade an audience to take a certain point of view. Front groups: A member implements grass roots campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups. Applicants must be currently enrolled in a full-time accredited public or private College/University pursuing a degree in Communications, Public Relations and/or Media. Businesses communicate information to gain desired results. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. We serve the public interest by acting as responsible advocates for those we represent. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. 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. Each of us sets an example for each other as well as other professionals by our pursuit of excellence with powerful standards of performance, professionalism and ethical conduct. Brands can foster relationships and encourage brand advocacy among people not being paid to promote their products.