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

Act in the best interests of the client or employer, even subordinating the members personal interests. To earn trust and mutual respect with clients or employers. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. The group can review their campaign plan and evaluate its potential effectiveness. Apple has also employed this type of branding with great effectiveness. One key point made in this visual history is that non-branded newspaper ads would often outnumber branded ads in the early days of the newspaper industry. We acquire and responsibly use specialized knowledge and experience. Jordans amazing, seemingly magical performances on the basketball court created his immense popularity, which was then further built up by a host of press outlets and fans who developed an emotional attachment to Jordan. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. . Many people confuse public relations with marketing and advertising. A company sends out customer satisfaction surveys; company Facebook groups and message boards. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. 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. Taco Bell promised to give every American a free taco if the space station hit the target. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. For example, the tobacco industry offers a good case study of the migration from advertising to PR. P. T. Barnum was an early American practitioner of this kind of PR. Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. The promotion of products dates back thousands of years, but the modern advertising explosion tracks explosive growth in industrial manufacturing from roughly the mid-1800s through the entire 20th century. The goal of the public information model is to release information to a constituency. An effective public relations program continues over months or even years. In recent years, branding has become an important part of national political campaigns. We often presume that we know how individuals from other groups will think because we have seen messages in the media and we presume to know how the other will respond. tool. Outrage over this testimony helped galvanize opinion in favor of U.S. involvement. Communicating with individuals and groups in various cultural groups. When British Petroleum (BP) had an oil gusher erupt in the Gulf of Mexico on April 20, 2010,after the Deepwater Horizon oil rig exploded, 11 people died, and more than three million barrels of oil leaked into the gulf. 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. A. (Recall that framing was defined in Chapter 9.) We provide objective counsel to those we represent. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. Once safety has been restored, the company needs to face the public and face the facts. (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? Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. 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. Advertising in the modern sense emerged between the mid-19th and early-20th centuries. In other words, it is known as the first modern ad agency. Question 2 1 pts. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. The image below outlines other differences. Im a savvy shopper. We believe our professional values are vital to the integrity of the profession as a whole. In response, the tobacco industry began using PR techniques to increase brand presence. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. Interest refers to the somewhat narrower subset of people who are prospective customers. Line agencies perform tasks and administer programs, while staff agencies furnish advice and give assistance. Work 37.5 hours per week and commit to a minimum of 375 hours for the duration of the internship. 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. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. Marketing emphasizes the promotion of products and services for revenue purposes. 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. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. Rice futures went up and up out of fear that people were stockpiling rice. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. 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. 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). Sale promotion. The idea of inbound marketing is that you bring people in to learn about your product using content marketing and then you can make sales to them in the context of a relationship where they found you rather than vice versa. b. Act promptly to correct erroneous communications for which the practitioner is responsible. 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 is a concept every small business has to deal with at some point. You should be aware as an information consumer that there are ongoing battles for your allegiance. 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, creator of the "Dilbert" comic strip, works in his California studio in 2006. 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. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. a- Marketers cannot control whether the media choose to publish their public relations material. When people crash, that, sadly, is news. Responding to concerns, informing, and motivating and organizations current employees or members. 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 history of the public relations field is often misunderstood. c. He thought a relationship with China might drive a wedge between the Soviet Union and China. Both parties make use of a back-and-forth discussion. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. Advertising is synonymous with public relations. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. It isnt always pretty. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. The most common . By acquiring a major solar company, BP became the world leader in solar production and in 2005 announced it would invest $8 billion in alternative energy over the following 10 years. PR campaigns occur for any number of reasons. The ubiquity of modern advertising means the public is skeptical ofor even ignoresclaims advertisers make about their products. Recall that advertising tends to focus on brands and products. Strategists can also research the potential audience of the campaign. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. 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. To promote respect and fair competition among public relations professionals. Then, they might take an interest in a particular product as they learn more about its features. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. 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. Investigate the truthfulness and accuracy of information released on behalf of those represented. 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. In light of the improved public health conditions in San . The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. All the more reason to maintain good longstanding relationships with your consumers. Which statement about staff and line agencies is TRUE? We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. The term symmetrical is used because the model attempts to create a mutually beneficial situation. However, this book focuses on a public relations approach based particularly on writing for the media. Today there are about 500,000 ad agencies in the world of all shapes and sizes. Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. This is not conceptually complicated. 1. Act quickly and spare no expense in distributing the information you determine the media and others should have. We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. Learn more about how Pressbooks supports open publishing practices. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. 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. Scott Adams, Dilbert, and the problem with the 'It's OK to be white This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. It is important to have a crisis management team who can handle these situations. 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. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. release. Internal policies should be changed to minimize a repeat of the crisis situation. A companys control over what its brand symbolizes can also lead to branding issues. Protect yourself and those you share information with. A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. With the abundance of information readily available to audiences worldwide, companies are more vulnerable than ever to misinformation about their brand. This is not to say that BTL messages are crafted one at a time for individual consumers. So, what did people do? It has become easy for individuals and fake accounts to publish information into the worlds information glut. A great deal of Apples success comes from the companys mystique. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. The two-way symmetric model is useful in communicating within an organization because it helps employees feel they are an important part of the company. To build respect and credibility with the public for the profession of public relations. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. 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. Receivers almost immediately become senders in a network. Brands can foster relationships and encourage brand advocacy among people not being paid to promote their products. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. B. Which of the following statements about public relations is not correct? During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. Ultimately, the stunt gained Taco Bell global advertising (BBC World, 2001). Read and think before you share. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. It is important to map out potential negative scenarios and have a PR plan for each one. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. It originates from the public rath Show tab overview It is free. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. Which statement about government response to Hurricane Katrina is correct? Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. It is wide and the top and narrows at the bottom. Todd Hunt and James Grunig developed a theory of four models of PR. This is the unpaid peer-to-peer communication of often provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others: Viral marketing. PRSA Code of Ethics | PRSA Public relations. 2003-2023 Chegg Inc. All rights reserved. Which statement below correctly summarizes President Nixon's reasons Before entering a managerial role, most public relation practitioners begin their career as a communication technician. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). Here are three other ways to differentiate the two: 1. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. 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. Media relations is the first thing that comes to mind when many people think of PR: public announcements about company news, talking to reporters, and articles about new developments at a company. 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. This explains why negative news gets so much more attention than positive news. The more you study the bigger picture of marketing which includes advertising strategies and other research efforts meant to guide advertising strategies as part of larger sales and production strategiesthe more you recognize how focused advertising is. To serve the public interest by providing the widest choice of practitioner options. It has measurable effects on attitudes, that is, what people think about brands. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. Preserve the integrity of the process of communication. After considering all of these factors, practitioners are better educated to select the best type of campaign. The idea is to move people in straightforward steps toward desired behaviors; however, there are complex processes of cognition and persuasion that underlie consumer decisions. The positive PR campaign presented Toyotas as cars with a high standard of excellence, backed by a company striving to meet customers needs. Identifying and addressing issues of public concern that affect an organization. What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. About Public Relations | PRSA E. Typically, shorter forms of public . limitations. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. Relating directly with legislatures and regulatory agencies on behalf of an organization. release. 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. PR has always been an important part of political campaigning and activity. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. Protect privileged, confidential, or insider information gained from a client or organization. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Businesses communicate information to gain desired results. Advertising correct incorrect * not completed. Question 1 1 pts Which is an accurate statement about public relations? 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. Commercial ventures also rely on this model. Parts of this chapter remixed from Curation and Revision provided by: Boundless.com is licensed under a Attribution-ShareAlike 4.0 International License, except where otherwise noted. This time, though, Mother Nature was not to blame. Inbound marketing is advertisings answer to de-massification. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. Experts are tested by Chegg as specialists in their subject area. a- The most common publicity-based tool is the news Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. Branding has been used to great effect in recent elections. 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. Stakeholder theory identifies people who have a stake in a given institution or issue. Some highlights are referenced here. During the 1930s, the De Beers company had an enormous amount of diamonds and a relatively small market of luxury buyers. 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. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. Such research can be used to generate mutual understanding or influence and persuade publics. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. 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. Lobbyists also attempt to influence public policy using PR campaigns. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. Consumer behavior is about as unpredictable as other forms of human behavior. 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). We are accountable for our actions. They need to move from being interested to desiring a product if they are going to make the purchase. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Blackspot shoes use the Nike brand to create their own antibrand, symbolizing progressive labor reform and environmentally sustainable business practices (New York Times, 2004). Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. Wherever a message originates, even if it is as simple as clicking Share on Facebook, the S-M-C-R model starts again. 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. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. Your media health is as important as your sexual health. The first step of many PR campaigns is the initial research phase. Politics has also embraced branding. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. 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.