which statement about public relations is correct

It is often thought of as deception, but this is not always the case. As the readership of traditional media shift to online media, so has the focus of many in public relations. Many people confuse public relations with marketing and advertising. Blackspot shoes use the Nike brand to create their own antibrand, symbolizing progressive labor reform and environmentally sustainable business practices (New York Times, 2004). They need to move from being interested to desiring a product if they are going to make the purchase. 120 Wall Street, 21st Fl. 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. Later interviews with country artists and books on country music history have also mentioned this tour. 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. 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. We are all publishers now. 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. This is not an exhaustive list of ATL or BTL methods, but these examples demonstrate that ATL has more in common with the concept of mass communication introduced in earlier chapters, and BTL has more in common with interpersonal communication, also as previously discussed. 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. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. Chemical companies should prepare for chemical spills. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. Inbound marketing is advertisings answer to de-massification. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. This was a way of breaking down mass influence beyond advertising. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. PR techniques have been used in propaganda efforts throughout the 20th century. An effective public relations program continues over months or even years. 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). Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? In a sense, inbound marketing turns advertising upside down by building spaces and inviting consumers in to find what they are already looking for rather than trying to create a need outof the glut of information in digital communication networks. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. 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. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. Which of the following statements is true about public relations? Public relations is a concept every small business has to deal with at some point. Apple has also employed this type of branding with great effectiveness. 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). New technologies such as blogs have enabled virtually anyone to participate in the news gathering process, meaning that public relations practitioners must work with both . There is also a thought process that defines a fifth P; Public Relations, and that it should be counted separately from the fourth P of promotion. Branding has been used to great effect in recent elections. To do so, PR pros might use a variety of channels a company blog, social media or even a . A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. Identifying and addressing issues of public concern that affect an organization. There are sections on content marketing and other forms of persuasion. C) Special events are a type of public relations. 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. 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. S-M-C-R assumes that the sender comes first and the receiver comes last. B. They need to make consumers aware of their brands, products and those products features, so they develop creative campaigns to promote them and often pay ad agencies to do the creative work and place the ads in front of mass audiences. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. Politics has also embraced branding. 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. By focusing on a consistent design style in which every product reinforces the Apple experience, the computer company has managed to position itself as a mark of individuality. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. 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. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. McCains competitor, Barack Obama, also employed branding strategies. All of the answers listed are correct It includes the use of speeches, corporate websites, and special event sponsorships It is usually more expensive and less cost-effective than traditional advertising. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. 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. Branding, once a technique used by companies to sell their products, has become an everyday means of communication. 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. Some of these campaigns have become particularly significant for their lasting influence or creative execution. By facilitating a back-and-forth discussion that results in mutual understanding and an agreement that respects the wishes of both parties, this PR model is often practiced in town hall meetings and other public forums in which the public has a real effect on the results. Keep informed and educated about practices in the profession to ensure ethical conduct. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. D. Communication technicians write press releases, pitches, feature articles, and other communication materials and assist in event planning. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. It originates from the public rath Show tab overview It is free. I go to a cafe around the corner to do some thinking and writing, away from the hurly-burly of the office, and everyone in that cafe has a Mac. 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. However, the old trick is less effective in the modern digital world. Emphasis on enforcement of the Code has been eliminated. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. Which of the following statements is true about public To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. Reveal the sponsors for causes and interests represented. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. c. Although staff agencies serve primarily to operate public programs, they may have line . Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. Some highlights are referenced here. PR campaigns occur for any number of reasons. The Water Environment Federation, a lobbying group representing the sewage industry, initiated a campaign to promote the application of sewage on farms during the early 1990s. The campaign began by giving diamonds to famous movie stars, using their built-in publicity networks to promote De Beers. b- The most common publicity-based tool is the press conference. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. Which of the following statements about public relations is true? Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. Corporate Social Responsibility & Sustainability Quiz - ProProfs 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. tool. They said they were about values. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. As difficult as it might be to go back and discuss where communication failed, it is essential. This personal application is perhaps the greatest evidence of the impact of advertising and PR on modern culture. This process can involve devising specific communication techniques and selecting the forms of media that suit the message best. These chats aimed to justify many New Deal policies, and they helped the president bypass the press and speak directly to the people. This has happened as recently as 2008. a. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. 2003-2023 Chegg Inc. All rights reserved. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. One example is propagandist techniques created by news media outlets in North Korea. correct incorrect. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. Communicating with individuals and groups in various cultural groups. After considering all of these factors, practitioners are better educated to select the best type of campaign. 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. . Scott Adams, Dilbert, and the problem with the 'It's OK to be white These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. Online advertising and social media marketing have made it possible to target people with personal messages but still purchase the ads on a massive scale. Act promptly to correct erroneous communications for which the practitioner is responsible. It is important to map out potential negative scenarios and have a PR plan for each one. B. It was founded in Philadephia in 1869. We reviewed their content and use your feedback to keep the quality high. Interest refers to the somewhat narrower subset of people who are prospective customers. Regardless of its purpose, a typical campaign often involves four phases. 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. The most common use of product placement is in films where characters use branded products. Learn more about how Pressbooks supports open publishing practices. Responding to concerns, informing, and motivating and organizations current employees or members. Other forms of media include newspapers, television programs, radio stations, and magazines. Viewing public relations as a key management function of a business or an essential strategy to manage ones individual reputation will help accomplish important goals such as establishing trust among key publics, increasing news media and social media presence, and maintaining a consistent voice across communication platforms. We view the Member Code of Ethics as a model for other professions, organizations and professionals. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertisings effectiveness dwindled. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. tool. On what part of society does public relations have - Course Hero Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. 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. Content marketing means this is no longer the case. To build respect and credibility with the public for the profession of public relations. Demonstrating the need for and encouraging the public support charitable organization primarily through financial contributions. Marketing emphasizes the promotion of products and services for revenue purposes. Thus, advertising can be massively individuated that is, produced for mass audiences but having the appearance of personalized messages muchlike social media content. They may also conduct research on the potential results to better understand the cost and benefits of the campaign. Advertising professionals will often argue that the best branding helps define and redefine the product over time so that the product only exists in consumers minds as advertising has described it, but marketing gets into the business of deciding what products to make, how to promote them, whom to market them to and when to stop making them. Often software algorithms are used to decide who sees which targeted ad and when. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. 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. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). Protecting the integrity and reputation of an organization is important, but putting public interest ahead of the organizations interest is key to gaining consumer trust and loyalty. Practically, PR campaigns strive to use the free press to encourage favorable coverage. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Which statement below correctly summarizes President Nixon's reasons Businesses communicate information to gain desired results. 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. Consumer behavior is about as unpredictable as other forms of human behavior. Developing effective involvement in public policy and helping an organization adapt to public expectations. relations? 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. c- Event sponsorship is not an effective public relations He thought that a friendship might lead to democracy in China. Which of the following statements is true about public Providing advice to management concerning policies, relationships, and communications. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. 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. Problem-solving facilitators provide crisis management to an organization during an obstacle. Not every institutional organization can have a huge PR budget, but the practices can be taught to just about any small business owner. To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information.

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