First, we assume that other people have seen the messages we have. The campaign began by giving diamonds to famous movie stars, using their built-in publicity networks to promote De Beers. A. The history of the public relations field is often misunderstood. Steps to Take to Weather a Public Relations Crisis - Business News Daily To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. We serve the public interest by acting as responsible advocates for those we represent. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. . Whether you're looking for a new position or a new employee, start your search on the PRSA Jobcenter. You can imagine other people foolishly thinking a winter storm is going to be worse than it is and you can think to yourself you had better buy the bread and milk before those fools, but to them, you have become the fool. As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. PR can generate media attention or attract customers, and it can also ease communication between a company and its investors, partners, and employees. 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 campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. Journalists often have the opposite interest because reporting on conflict is interesting. 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. 120 Wall Street, 21st Fl. Being prepared for harmful situations is imperative. By the mid-1990s, however, revelations about the unethical treatment of franchise owners called this image into serious question. Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. The Evolving World of Public Relations : Beyond the Press Release by Professor Rosemary Martinelli is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted. Identifying and addressing issues of public concern that affect an organization. Act promptly to correct erroneous communications for which the practitioner is responsible. 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. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. 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. P. T. Barnum was an early American practitioner of this kind of PR. The PRSA Code of Ethics applies to PRSA members. 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. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. In light of the improved public health conditions in San . What you need to be able to do is to consider a source, consider how it is presenting its message, and consider the sources sources. The first step of many PR campaigns is the initial research phase. Which of the following statements is true about public Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. It defines two general strategies or approaches known as above-the-line and below-the-line advertising before examining in detail the advertising funnel, or purchase funnel. A few other basic theories are introduced. An effective public relations program continues over months or even years. 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. In this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. 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. Often software algorithms are used to decide who sees which targeted ad and when. Marlboro sponsored events that brought a great deal of media attention to the brand. Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. Chemical companies should prepare for chemical spills. This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. 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. their public relations material. Which of the following statements about public relations is not correct? 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). This phase may also address budgetary restrictions and possibilities. It is simply a matter of fact that PR efforts are ongoing and that attacks within these battles do not always take the form of headlines. Advertising is a communication tool used by marketers in order to get customers to act. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. PR is how brands manage the spread of their information, so it's similar to branding. The shoes also include a symbolic red dot on the toe with which to kick Nike. There are paid brand advocates, of course, but in a networked communication environment, even unpaid individuals with modest followings can becomeinfluencers people who promote products on their social media streams. Which statement below correctly summarizes President Nixon's reasons By providing the press with information favorable to the tobacco manufacturers and publicly promoting new filtered cigarettes, the campaign aimed to replace the idea that smoking was undeniably bad with the idea that there was disagreement over the effects of smoking. Companies develop brands and specific products they want to sell. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. ATL campaigns most often include television, radio and print ads as well as sponsorships. 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. Public relations focuses on image, whereas advertising focuses on sales b. 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. 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. We do not want anyone to beat us to the bread and milk. Lobbyists also attempt to influence public policy using PR campaigns. 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. Publicity on these channels can be worth tens or hundreds of thousands of dollars. A member intentionally leaks proprietary information to the detriment of some other party. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. Stakeholder theory identifies people who have a stake in a given institution or issue. C. The city government of New Orleans refused to accept offers of federal assistance. Rice futures went up and up out of fear that people were stockpiling rice. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. 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. Investigate the truthfulness and accuracy of information released on behalf of those represented. Protect privileged, confidential, or insider information gained from a client or organization. To promote respect and fair competition among public relations professionals. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. Then, we presume that they will be influenced by those messages. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. Core Principle Client trust requires appropriate protection of confidential and private information. Researchers have found it is probably strongest in situations where groups have little understanding of one another and where the messages and perceived outcomes are thought to be negative (note the section on Perloff). 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. 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. We can say with a degree of certainty that some people are directly influenced by some ads some of the time, and we can say that many people are indirectly influenced by ads almost all of the time. The third-person effect is also a major issue in race relations and partisan politics. Actively pursue personal professional development. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. Keep informed and educated about practices in the profession to ensure ethical conduct. 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. 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. Many people confuse public relations with marketing and advertising. There are sections on content marketing and other forms of persuasion. Helping people to survive is one of the primary functions of journalism. The first step of the campaign Hill & Knowlton devised was the creation of the Tobacco Industry Research Committee (TIRC) to promote studies that questioned the health effects of tobacco use. Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporations performance. Percentage of sales Objective & task Affordable Competitive parity Question 3 1 pts Multiple Select: Disney World is a mature product and a cash cow. McCains competitor, Barack Obama, also employed branding strategies. Now the doctrine is you respond instantaneously, and where possible with a strong counterattack. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. Discussion PointDo you think the two-way symmetrical model is plausible? The term public affairs is also used by government agencies to describe their public relations activities and by many corporations as an umbrella term to describe multiple public relation activities. This has happened as recently as 2008. After the overall campaign has been determined, PR practitioners enter the evaluation phase. Be in good academic standing. Disclose financial interest (such as stock ownership) in a clients organization. Either private PR companies or in-house communications staffers carry out PR functions. Now here is whats interesting about the third-person effect. Some of these campaigns have become particularly significant for their lasting influence or creative execution. 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. We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. D. In addition to businesses, advertising is used by many types of organizations. correct incorrect. Note here that social science theories are based on many observable facts. We provide objective counsel to those we represent. Developing an effective PR model was an important war effort during World War IIwhen it was essential to develop theories for how propaganda worked to determine what the Nazis were doing and, if possible, how their propaganda could be stopped. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. 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. This time, though, Mother Nature was not to blame. comm 151 ch12 Flashcards | Quizlet More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. Regardless of the fate of advertising, PR has clearly come to have an increasing role in marketing and ad campaigns. As the readership of traditional media shift to online media, so has the focus of many in public relations. Scientists even speculated on the chances of the station hitting the targetslim to none. Today there are about 500,000 ad agencies in the world of all shapes and sizes. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. 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. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. b. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. D. Public relations deals only with the activities designed to sell a product or service. This can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive. B. Inbound marketing is advertisings answer to de-massification. It can take the form of blog posts or entire blogs. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. Messaging is the process of creating a consistent story around a product, person, company, or service. C. Public relations has the same objectives as product and service promotion. Marketing emphasizes the promotion of products and services for revenue purposes. During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. 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. Such research can be used to generate mutual understanding or influence and persuade publics. The result of this campaign was the popularization of diamonds as one of the necessary aspects of a marriage proposal (Reid, 2006). For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. Whereas advertising is the paid use of media space to sell something, public relations (PR) is the attempt to establish and maintain good relations between an organization and its constituents (Theaker, 2004). Which of the following statements about public relations is not correct? Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. Handling unfavorable publicity means being honest with consumers and putting public interest first. Many brands use this form of marketing to engage consumers on a deep level and to offer information and emotion that might not be present in other forms of advertising. The funnel is split into four parts labeled Awareness, Interest, Desire, and Action. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. Apple has successfully developed PR campaigns surrounding product releases that leak selected rumors to various press outlets but maintain secrecy over essential details, encouraging speculation by bloggers and mainstream journalists on the next product. 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. Often, above the line implies that the ad or ad campaign a series of related ads meant to work in tandem appears onlegacy media platforms. (Recall that framing was defined in Chapter 9.) People are, in fact, buying up the bread and milk. 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. a. Now, PR has to work in a digital media system where news reporters and editors are not the major gatekeepers deciding what information will be made public. Chapter 1 - History, Impact, and The Big Picture, Chapter 2 - Digital Culture and Social Media's Impact on Public Relations, Chapter 4 - Integrated Marketing Communications (IMC) and Public Relations, Chapter 5 - Why Public Relations Writing Matters, Chapter 6 - The Role of Writing in Public Relations, Chapter 7 - Public Relations Writing Basics, Chapter 8 - Ethical and Legal Considerations, Chapter 9 - Tools and Tactics for the PR Toolbox, Chapter 10 - Establishing a Professional Portfolio. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically. What is one manner in which new technologies have affected public relations practice? Multiple Choice Quiz - Oxford University Press Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. Colleges send informational brochures to potential students; a company includes an about section on its website. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. There are also ethical concerns. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. d- Event sponsorship is not an effective public 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. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Such a group can range from just one person to dozens of employees depending on the size and scope of the organization. It originates from the public rath Show tab overview It is free. We never mention the fact that we all have Macs. 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. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. Front groups: A member implements grass roots campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups. Advertising is challenging enough when products do not raise ethical dilemmas. 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. Although there are similarities, there also are key differences. 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. A brand should aim to have the same problem statement, . Demonstrating the need for and encouraging the public support charitable organization primarily through financial contributions. These models serve as guidelines to create programs, strategies, and tactics. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. It is important to ensure that the information across all channels is accurate and as complementary as possible. Relating with other firms in the industry of an organization and with trade associations. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. A media reaction plan should include a company media representative as part of the crisis management team. For more information and resources, visit our Ethics Page. Operations Management questions and answers, Which of the following statements is true about public Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. 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. Receivers almost immediately become senders in a network. 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.
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