which statement about public relations is correct

Handling unfavorable publicity means being honest with consumers and putting public interest first. 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. 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. However, the communication pattern is still one-way. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. You should be aware as an information consumer that there are ongoing battles for your allegiance. There was a time when many companies did not see the value of public relations, unless a crisis happened. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertisings effectiveness dwindled. We are faithful to those we represent, while honoring our obligation to serve the public interest. We believe our professional values are vital to the integrity of the profession as a whole. Click here for more information on what you can expect in a public relations career. Relating directly with legislatures and regulatory agencies on behalf of an organization. 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. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. PRSA Code of Ethics | PRSA Apple has also employed this type of branding with great effectiveness. Twitter and Instagram followers and Facebook friends can easily be bought. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. 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. To do so, PR pros might use a variety of channels a company blog, social media or even a . 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. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. When the Russian space station Mir was set to crash land in the Pacific Ocean in 2001, Taco Bell created a floating vinyl target that the company placed in the Pacific. 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. Developing effective involvement in public policy and helping an organization adapt to public expectations. The profit in BTL marketing comes from reaching large audiences with tailored messages at specific times in relation to their previous purchasing and shopping behaviors. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. It isnt always pretty. The brand may need to establish itself with an awareness campaign. A) Public relations focuses on image, whereas advertising focuses on sales. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. . 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. Ultimately, from the advertisers point of view, the goal is not only to move the consumer to purchase the product but also to inspire them to advocate for the brand. If Nike introduces a new Air Jordan, the branding is easily handled. As the readership of traditional media shift to online media, so has the focus of many in public relations. tool. The best way to build good PR is to carefully maintain a good reputation over time and to avoid behaviors as an individual, company or corporation that might harm others. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. To promote respect and fair competition among public relations professionals. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. 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. The image is an illustration of a purchase funnel. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. 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. This has happened as recently as 2008. This is not a flight of fancy. 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. Mass media professionals craft messages to help sell products by raising awareness and pushing people to make actual purchase decisions, but in the network society and the age of targeted marketing, the ability to reach individual consumers who fit precise sets of characteristics is incredible. Accurately define what public relations activities can accomplish. Much like the Volkswagen ads half a century before, Toyota used a style of self-awareness to market its automobiles. This section describes a few notable PR campaigns over the years. Which of the following statements about public relations is not correct? c- Publicity-based public relations do not have 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. Qualifications. Solved Question 1 1 pts Which is an accurate statement about - Chegg Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? Emotional connections are crucial to building a brand or lovemark. It works like this: We hear a message that a winter storm is coming, and we worry that other people will be easily influenced by that news. Once safety has been restored, the company needs to face the public and face the facts. C. The city government of New Orleans refused to accept offers of federal assistance. Click here for more information on what you can expect in a public relations career. Act promptly to correct erroneous communications for which the practitioner is responsible. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. 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. In 2000, BP began a campaign presenting itself as Beyond Petroleum, rather than British Petroleum, the companys original name. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. limitations. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. 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. We view the Member Code of Ethics as a model for other professions, organizations and professionals. 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. Douglas Atkin, who has written about brands as a form of cult, readily admits and embraces his own brand loyalty to Apple: Im a self-confessed Apple loyalist. ATL and BTL advertising can work hand in hand. After the overall campaign has been determined, PR practitioners enter the evaluation phase. Operations Management questions and answers, Which of the following statements is true about public Interest refers to the somewhat narrower subset of people who are prospective customers. Consumer behavior is about as unpredictable as other forms of human behavior. Front groups: A member implements grass roots campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups. And yet we do know that advertising works at least to influence behavior. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. (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? To be considered effective, this model requires a measured response from its intended audience. Which statement about government response to Hurricane Katrina is correct? A. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. Act quickly and spare no expense in distributing the information you determine the media and others should have. This is not conceptually complicated. Public Relations vs. Media Relations: Understanding the - BLASTmedia The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. Then, we presume that they will be influenced by those messages. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. Lobbying can be part of a government affairs program. Content marketing means this is no longer the case. PR is how brands manage the spread of their information, so it's similar to branding. At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. Taco Bell promised to give every American a free taco if the space station hit the target. A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. Thus, advertising can be massively individuated that is, produced for mass audiences but having the appearance of personalized messages muchlike social media content. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. A. The two-way symmetric model requires true communication between the parties involved. correct incorrect. On what part of society does public relations have - Course Hero 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. Its. A companys control over what its brand symbolizes can also lead to branding issues. 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). Pioneered by such companies as Procter & Gamble during the 1930s, the older, advertising-centric model of branding focused on the product, using advertisements to associate a particular branded good with quality or some other positive cultural value. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. They may also conduct research on the potential results to better understand the cost and benefits of the campaign. 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. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. This article from PRSA provides tips to those beginning a career in public relations. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. Newspapers across the country cut ties with Adams after he went on a racist rant on his YouTube show. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). First, practitioners identify and qualify the issue to be addressed. Public relations. If necessary, activate the crisis management team. The most common use of product placement is in films where characters use branded products. This can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive. The third-person effect is also a major issue in race relations and partisan politics. An example of sponsorship is a concert tour presented by a bank or drink company. 2003-2023 Chegg Inc. All rights reserved. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. c- Publicity-based public relations do not have limitations. This phase may also address budgetary restrictions and possibilities. Rice futures went up and up out of fear that people were stockpiling rice. Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. Which statement below correctly summarizes President Nixon's reasons That worry and not the original message may influence our behavior. Communications & Public Relations Internship, Atlantic Health Systems More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. Your media health is as important as your sexual health. 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. 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. 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. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. Internal policies should be changed to minimize a repeat of the crisis situation. Just as PR campaigns build brands, PR crises can damage them. A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). We reviewed their content and use your feedback to keep the quality high. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. Put simply, above the line (ATL) refers to methods of advertising that target mass audiences on mass media platforms with messages usually designed from a one-to-many point of view. In a sense, governmental propaganda is PR, but the client is a country. 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). Advertising is challenging enough when products do not raise ethical dilemmas. 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 respect all opinions and support the right of free expression. 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. Emphasis on enforcement of the Code has been eliminated. 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. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. During the 1930s, the De Beers company had an enormous amount of diamonds and a relatively small market of luxury buyers. 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. Im not Homer Simpson looking at billboards.. 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. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. The Public Relations Society of America (PRSA) defines public relations as a strategic communication process that builds mutually beneficial relationships between organizations and their publics (2016, para. 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. It is wide and the top and narrows at the bottom. 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. Relating with other firms in the industry of an organization and with trade associations. We never mention the fact that we all have Macs. One of the more infamous examples of their campaign was a heavily reported account by a Kuwaiti girl testifying that Iraqi troops had dumped babies out of incubators in Kuwaiti hospitals. We acquire and responsibly use specialized knowledge and experience. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. We do not want anyone to beat us to the bread and milk. Percentage of sales Objective & task Affordable Competitive parity Question 3 1 pts Multiple Select: Disney World is a mature product and a cash cow. Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. Steps to Take to Weather a Public Relations Crisis - Business News Daily Question 1 1 pts Which is an accurate statement about public relations? Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. Corporations engage in PR combat all the time, though they often try to work undetected. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. The purpose is to squeeze as many people through the funnel as you can and to be able to identify the level of interest in a given market subset. It can take the form of blog posts or entire blogs. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. 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. S-M-C-R assumes that the sender comes first and the receiver comes last. He argues that PR is more about creating a sense of understanding between consumers and brands and that this might be done just as well by the brand in digital spaces just as it is via other mass media channels controlled by other corporate entities. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. 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. Later interviews with country artists and books on country music history have also mentioned this tour. a- The most common publicity-based tool is the news Both parties make use of a back-and-forth discussion. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. With the abundance of information readily available to audiences worldwide, companies are more vulnerable than ever to misinformation about their brand. 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. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. 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. . Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. To improve, adapt and expand professional practices. The two-way symmetrical model is deemed the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies (Simpson, 2014). The member represents a competitor company or a conflicting interest without informing a prospective client. We serve the public interest by acting as responsible advocates for those we represent. It is a one-way form of communication. They stockpiled rice. Undertaking activities within a community to maintain an environment that benefits both an organization and the community . 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. 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. Solved Which of the following statements is true about - Chegg Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in. Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. Reveal the sponsors for causes and interests represented. First, the consumer needs to be made aware of the brand and its products. Which of the following statements is true about public A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. Marketing versus PR: Five ways to tell the difference, The real difference between public relations and advertising, incredible and would have been unimaginable 20 years ago, promoted alongside the activity or content, refers to more one-on-one marketing approaches, limits on the number of large bags of rice people could purchase, where the messages and perceived outcomes are thought to be negative (note the section on Perloff), oil gusher erupt in the Gulf of Mexico on April 20, 2010, Next: Chapter 4 Integrated Marketing Communications (IMC) and Public Relations, Creative Commons Attribution 4.0 International License. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. 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. Rather, the tone, style and method of dissemination of BTL advertising are more personal. It originates from the public rath Show tab overview It is free. 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. The companys first responsibility is to the safety and well-being of the people involved. Strategists can also research the potential audience of the campaign. 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. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. 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. Public relations is a concept every small business has to deal with at some point. please help me to solve these Some 45,000 people turned out for this event; families gave up their beach holidays simply to come to a Saturn manufacturing plant in Tennessee to socialize with other Saturn owners and tour the facility. PR professionals work to manage story framing. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. A member intentionally leaks proprietary information to the detriment of some other party. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. Preserve the integrity of the process of communication. Protect yourself and those you share information with. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. One example is propagandist techniques created by news media outlets in North Korea.