which statement about public relations is correct

It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. 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. Favorable reviews of the shows generated positive press for Marlboro. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code. Also diverts attention away from public discussions if damaging. The two-way asymmetrical model presents a more scientifically persuasive way of communicating with key audiences. This is not a flight of fancy. Then, we presume that they will be influenced by those messages. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). We view the Member Code of Ethics as a model for other professions, organizations and professionals. The term symmetrical is used because the model attempts to create a mutually beneficial situation. 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. To serve the public interest by providing the widest choice of practitioner options. 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. Advertising is synonymous with public relations. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. Like other theories related to persuasion in the mass media the behavioral influences it identifies have to contend with other social forces to influence behavior. There is a theory in the study of mass communication called the third-person effectthat says we tend to think advertising is effective but we believe that it does not affectus. Multicultural Relations/Workplace Diversity. I did a disservice to the American people not by putting forth a bad plan, but by not being a better brander, not being able to explain it better (Kiley, 2008). Which of the following statements is true about public The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. Preserve intellectual property rights in the marketplace. There are sections on content marketing and other forms of persuasion. 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. 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. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. 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. 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. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. 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. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. Some experts think of public relations more broadly. We believe our professional values are vital to the integrity of the profession as a whole. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. This audience may include media outlets, constituents, consumers, and competitors. As difficult as it might be to go back and discuss where communication failed, it is essential. Question 1 1 pts Which is an accurate statement about public relations? Practitioners do not conduct audience analysis research to guide their strategies and tactics. Reveal the sponsors for causes and interests represented. Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? Your media health is as important as your sexual health. On one level, advertising is a simple concept. 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. This is not to overstate the third-person effect. 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. Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? In 2000, BP began a campaign presenting itself as Beyond Petroleum, rather than British Petroleum, the companys original name. It is important to differentiate between the two. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. relations? Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. To be considered effective, this model requires a measured response from its intended audience. 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. More will be added as experience with the Code occurs. A. Now the concern has become a self-fulfilling prophecy. PR techniques have been used in propaganda efforts throughout the 20th century. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. He thought that a friendship might lead to democracy in China. c- Publicity-based public relations do not have limitations. Advertising is challenging enough when products do not raise ethical dilemmas. The district will continue to require employees to be vaccinated against COVID-19 and will continue to provide religious and medical exemptions and accommodations where safe and reasonable. Advertising in the modern sense emerged between the mid-19th and early-20th centuries. d- Marketers can control whether the media choose to publish Many people confuse public relations with marketing and advertising. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. Public relations. Consider this example from Dr. William Sledzik, associate professor of journalism and mass communication at Kent State University:Can we realistically serve multiple stakeholders whose needs conflict? Work 37.5 hours per week and commit to a minimum of 375 hours for the duration of the internship. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. Public relations also encompasses the following: Anticipating, analyzing and interpreting public opinion, attitudes and issues that might have an impact, for good or ill, on the operations and plans of the organization. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. P. T. Barnum was an early American practitioner of this kind of PR. We serve the public interest by acting as responsible advocates for those we represent. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. New York, NY 10005-4024. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. Media relations uses one the press. 120 Wall Street, 21st Fl. Protect yourself and those you share information with. A member intentionally leaks proprietary information to the detriment of some other party. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. limitations. Brands, either on their own or with the help of advertising agencies, target audiences in different ways at specific points along the funnel to reach their strategic goals. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. 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? e- Publicity is not part of public relations. Global PR is a $14 billion industry. In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. This is not to claim conspiracy or to frighten readers. Stakeholder theory identifies people who have a stake in a given institution or issue. Although line agencies serve primarily in a support capacity, they may also have groups that perform the agencies' designated tasks. Politicians communicate with their constituents and make their message known using PR strategies. A consistently popular political brand is that of the outsider, or reform-minded politician. a. Scientists even speculated on the chances of the station hitting the targetslim to none. Advertising is a communication tool used by marketers in order to get customers to act. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. It can be quickly undone by PR crises such as the BP oil spill. Im a savvy shopper. (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? Think of a summer soft drink promotion advertised on television and on the radio (ATL) that is also backed up with neighborhood-specific billboards and hyper-targeted Twitter messages with surprise prizes given out (BTL). Once safety has been restored, the company needs to face the public and face the facts. In many ways, marketing (particularly content marketing) bridges the concepts of advertising and public relations because it includes content production similar to advertising and it establishes relationships with consumers, which is the ultimate purpose of PR. Our assumptions can be completely wrong and we may still find ourselves acting in ways to pre-empt or counteract the imagined behavior of the imagined other. There are different degrees of the third-person effect. It originates from the public rath Show tab overview It is free. PR can generate media attention or attract customers, and it can also ease communication between a company and its investors, partners, and employees. For more information on the differences between marketing, public relations, and advertising, read the following articles: According to Smith (2013), public relations practitioners can be placed in two groups based on responsibilities: communication managers and communication technicians. The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. A company sends out customer satisfaction surveys; company Facebook groups and message boards. 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. Publicity on these channels can be worth tens or hundreds of thousands of dollars. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. Essentially, the company inherited a PR machine that had been built around Jordan and that continued to function until his retirement (Roberts, 2003). Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. Rice futures went up and up out of fear that people were stockpiling rice. 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. That worry and not the original message may influence our behavior. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. (Recall that framing was defined in Chapter 9.) 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. 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 . Public Relations. The most common types of content created in this context besides blog content are social media profiles and posts, sponsored content in social media spaces and even viral video and meme chasing. A sponsorshipis when a company pays to support an event or a mass media production in exchange for having its brand promoted alongside the activity or content. Identifying and addressing issues of public concern that affect an organization. Sponsorship is often used as part of a public relations campaign. Behavioral phenomena, particularly changes in behavior, are driven by many variables, as we have discussed several times; however, if you want to begin to look at an advertising campaign, film or news documentary to examine its effects, this is the model to start with. 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. It is the audience-building aspect of advertising. Disseminating planned messages through selected media to further an organizations interests. B. Providing advice to management concerning policies, relationships, and communications. 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 is committed to ethical practices. This time, though, Mother Nature was not to blame. b. 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. This is not to say that BTL messages are crafted one at a time for individual consumers. Colleges send informational brochures to potential students; a company includes an about section on its website. An example of sponsorship is a concert tour presented by a bank or drink company. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. ATL and BTL advertising can work hand in hand. The purchase decision is ultimately a personal one. d- Event sponsorship is not an effective public relations 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. Both product placement and sponsorship decisions are based on a sharedtargetmarket. 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). Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. The top of the funnel areas of awareness and interest will not need as much focus as the decision and action areas, the down funnel aspects of a campaign for a well-known and well-loved brand. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. Act in the best interests of the client or employer, even subordinating the members personal interests. Ayer & Son is credited with being the first ad agency to work on commission. An established method of inbound marketing is to write a blog or develop a podcast that attracts audiences who come for information and who stay for the delicious products. their public relations material. Investigate the truthfulness and accuracy of information released on behalf of those represented. 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. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. As the readership of traditional media shift to online media, so has the focus of many 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. To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. 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. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. Want to create or adapt books like this? The goal of the public information model is to release information to a constituency. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. 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. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. 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. Organizations attempt to persuade an audience to take a certain point of view. Not every institutional organization can have a huge PR budget, but the practices can be taught to just about any small business owner. 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. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). a- Marketers cannot control whether the media choose to publish their public relations material. This can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive. tool. 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. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. 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. Historically, PR depended on other media platforms such as TV, newspapers and magazines to promote its content. release. Emotional connections are crucial to building a brand or lovemark. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. 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. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. 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. Demonstrating the need for and encouraging the public support charitable organization primarily through financial contributions. Common PR activities include speaking at conferences, seeking industry awards, working with the press, communicating with employees, and sending out press releases. Major political influence is now wielded by fake accounts working to drum up anger and to promote misinformation to sway public opinion. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). Now here is whats interesting about the third-person effect. Recall that advertising tends to focus on brands and products. Ultimately, the stunt gained Taco Bell global advertising (BBC World, 2001). 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. There are also ethical concerns. 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. a- The most common publicity-based tool is the news During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. We advance the profession through continued professional development, research, and education.

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