which statement about public relations is correct

It is also possible to set up a communication system that can be activated in almost any emergency situation. The two-way symmetric model requires true communication between the parties involved. Qualifications. Problem-solving facilitators provide crisis management to an organization during an obstacle. It is the audience-building aspect of advertising. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. A member intentionally leaks proprietary information to the detriment of some other party. The first step of many PR campaigns is the initial research phase. Which statement about staff and line agencies is TRUE? a. Line agencies I dont just go out and buy whatever ads tell me to buy. 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. 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. The advertising rule of seven is a rule of thumb, or what social scientists call a heuristic, which suggests that people need to see an advertisement seven times before they act on it. After the overall campaign has been determined, PR practitioners enter the evaluation phase. 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. relations? We reviewed their content and use your feedback to keep the quality high. More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. He thought that a friendship might lead to democracy in China. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. Communication managers assist in the strategic planning of an organizations communication efforts. conference. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. Systematic process and planning of an organizations promotional efforts, Larger umbrella term that includes public relations and advertising, Focused on the promotion of products and/or services in order to drive sales, Audience is primarily customers or potential buyers, Paid media: companies have to pay for marketing efforts, Focused on creating a favorable public image through relationship building and reputation management. Act promptly to correct erroneous communications for which the practitioner is responsible. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. Public relations people can use these various platforms andchannelsto publish press releases. comm 151 ch12 Flashcards | Quizlet 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. Undertaking activities within a community to maintain an environment that benefits both an organization and the community . Developing an effective PR model was an important war effort during World War IIwhen it was essential to develop theories for how propaganda worked to determine what the Nazis were doing and, if possible, how their propaganda could be stopped. By 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. 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. We respect all opinions and support the right of free expression. 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). Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. E. Typically, shorter forms of public . Instead, the point is that consistent messaging is a base requirement for advertising to work. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. One example is propagandist techniques created by news media outlets in North Korea. A. An early example of this kind of branding was Nikes product endorsement deal with Michael Jordan during the 1990s. You can imagine other people foolishly thinking a winter storm is going to be worse than it is and you can think to yourself you had better buy the bread and milk before those fools, but to them, you have become the fool. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. If Nike introduces a new Air Jordan, the branding is easily handled. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. Digital marketing is the use of Internet tools and technologies, such as search engines, Web 2.0 social bookmarking, new media relations, blogs, and social media marketing. We are faithful to those we represent, while honoring our obligation to serve the public interest. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. Public relations is a concept every small business has to deal with at some point. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. Public relations is not considered a management function. Once safety has been restored, the company needs to face the public and face the facts. It is often thought of as deception, but this is not always the case. P. T. Barnum was an early American practitioner of this kind of PR. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. Accurately define what public relations activities can accomplish. 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. Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. Click here for more information on what you can expect in a public relations career. There are also ethical concerns. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. The term symmetrical is used because the model attempts to create a mutually beneficial situation. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. Expert Answer 100% (5 ratings) Answer The accurate statement about public relations is; it includes the use of speeches, corporate websites and special events sponsorships. There was a time when many companies did not see the value of public relations, unless a crisis happened. The gap between old PR methods and new ones became evident in 2006, when thenVice President Dick Cheney accidentally shot a friend during a hunting trip. 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. Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. Social media has accelerated the speed at which information about a crisis can spread; the viral affect of social networks such as Twitter means that stakeholders can break news faster than traditional media, which makes managing a crisis harder. This is not a flight of fancy. Finally, we presume that they will behave in certain ways because of the message and because of our preconceptions about different groups. 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. Public service announcements like the one that shows your brain and your brain on drugs.. This personal application is perhaps the greatest evidence of the impact of advertising and PR on modern culture. It can take the form of blog posts or entire blogs. Awareness is associated with broad market potential. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. 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. But media relations is the tip of the iceberg. 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. Marketing emphasizes the promotion of products and services for revenue purposes. We do not want anyone to beat us to the bread and milk. They stockpiled rice. 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 . 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. Advertising is a communication tool used by marketers in order to get customers to act. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. The funnel is split into four parts labeled Awareness, Interest, Desire, and Action. 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 single explosion on BPs deep-water oil rig in the Gulf of Mexico essentially nullified the PR work of the previous 10 years, immediately putting BP at the bottom of the list of environmentally concerned companies. It is important to map out potential negative scenarios and have a PR plan for each one. Not every institutional organization can have a huge PR budget, but the practices can be taught to just about any small business owner. PRSA is committed to ethical practices. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. c- Event sponsorship is not an effective public relations These values are the fundamental beliefs that guide our behaviors and decision-making process. Im a savvy shopper. Some experts think of public relations more broadly. The campaign conducted interviews with consumers, giving them an opportunity to air their grievances and publicize energy policy issues. Recently Toyota faced a marketing crisis when it instituted a massive recall based on safety issues. Also diverts attention away from public discussions if damaging. 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. Propaganda and PR messaging does not work immediately to bring about drastic changes in behavior. a. 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. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. Demonstrating the need for and encouraging the public support charitable organization primarily through financial contributions. During the strategy phase, PR professionals usually determine objectives focused on the desired goal of the campaign and formulate strategies to meet those objectives. Public relations uses multiple channels to generate public exposure. E. For more information and resources, visit our Ethics Page. Such research can be used to generate mutual understanding or influence and persuade publics. This can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive. Actively pursue personal professional development. 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. Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. Consumer behavior is about as unpredictable as other forms of human behavior. A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. Question 1 1 pts Which is an accurate statement about public relations? During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. 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. Public Relations Society of America Inc. The image is an illustration of a purchase funnel. Applicants must be currently enrolled in a full-time accredited public or private College/University pursuing a degree in Communications, Public Relations and/or Media. To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. The group can review their campaign plan and evaluate its potential effectiveness. In the 20th century, the term ATL advertising was associated with ad agency work (mostly mass media campaign ads), whereas BTL advertising referred to pamphlets, point-of-sale marketing and other relatively small tasks that ad agencies typically did not handle. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. Expert consultants develop a specific communication plan to help achieve organizational goals. 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). Act promptly to correct erroneous communications for which the member is responsible. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. Brand managers that once focused on the product now find themselves in the role of community leaders, responsible for the well-being of a cultural image (Atkin, 2004). We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) Examples of Improper Conduct Under this Provision: Core Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment. Solved all AT&T 2:49 4 Exit 1 Which is an accurate | Chegg.com Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. However, the old trick is less effective in the modern digital world. Line agencies perform tasks and administer programs, while staff agencies furnish advice and give assistance. It originates from the public rath Show tab overview It is free. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. Still, it is one of the most interesting theories in the field of mass communication, and it can explain why people race out to buy a certain product when they perceive it to be scarce. 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. Before Obamas inauguration in January 2009, an unprecedented amount of merchandise was sold, a further testament to the power of branding (Alberts, 2009). Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. 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. relations? First, we assume that other people have seen the messages we have. It was founded in Philadephia in 1869. Learn more about how Pressbooks supports open publishing practices. The PRSA Code of Ethics applies to PRSA members. Im not Homer Simpson looking at billboards.. Advertising influences brand and product awareness in individuals and in groups. . PR Final questions Flashcards by laura flowers | Brainscape

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