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. Creating and maintaining investor confidence and building good relationships with financial community. Both parties make use of a back-and-forth discussion. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. Also diverts attention away from public discussions if damaging. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Percentage of sales Objective & task Affordable Competitive parity Question 3 1 pts Multiple Select: Disney World is a mature product and a cash cow. Conversely, dont blow minor incidents out of proportion or allow others to do so. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. Consumers who have been so successfully persuaded to purchase and enjoy a product that they try to persuade others to buy it too extend the reach of advertising potentially exponentially. He was concerned about another World War starting between the United States and China. More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. 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. Learn more about how Pressbooks supports open publishing practices. Communication managers assist in the strategic planning of an organizations communication efforts. Protect privileged, confidential, or insider information gained from a client or organization. Wherever a message originates, even if it is as simple as clicking Share on Facebook, the S-M-C-R model starts again. 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. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. Lobbying can be part of a government affairs program. 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. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. (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? 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. If you have advocated for a brand and sent people looking for it online, you have probably become part of someones inbound marketing strategy. The goal of the public information model is to release information to a constituency. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). As difficult as it might be to go back and discuss where communication failed, it is essential. And yet we do know that advertising works at least to influence behavior. Chapter 3 - Public Relations Basics - The Evolving World - Unizin Much like the Volkswagen ads half a century before, Toyota used a style of self-awareness to market its automobiles. It originates from the public rath Show tab overview It is free. 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. Providing advice to management concerning policies, relationships, and communications. Solved all AT&T 2:49 4 Exit 1 Which is an accurate | Chegg.com These values are the fundamental beliefs that guide our behaviors and decision-making process. Handling unfavorable publicity means being honest with consumers and putting public interest first. Branding focuses on the lifestyles and values inherent in a brands image as opposed to the products that are manufactured. PR often measures its worth in earned mediathe amount of free air time on TV or space in major newspapers and magazines that is earned by getting other mass media channels to tell your products stories without having to pay for ad space. Content marketing means this is no longer the case. 1. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. 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. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. These campaigns work to position a brand in the public arena in order to give it a sense of cultural importance. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. Taco Bell promised to give every American a free taco if the space station hit the target. 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. In a sense, content marketing allows a brand to create a more human profile in digital spaces. Businesses communicate information to gain desired results. Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. PR Final questions Flashcards by laura flowers | Brainscape Before entering a managerial role, most public relation practitioners begin their career as a communication technician. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. Researchers have found it is probably strongest in situations where groups have little understanding of one another and where the messages and perceived outcomes are thought to be negative (note the section on Perloff). Investor relations are also often carried out under this model. 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). Which statement about government response to Hurricane Katrina is correct? The PR campaign of the Body Shop made it one of the great success stories of the early 1990s, but the unfounded nature of its PR claims undermined its image dramatically. Public relations uses multiple channels to generate public exposure. 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. Messaging is the process of creating a consistent story around a product, person, company, or service. PR has always been an important part of political campaigning and activity. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. c. He thought a relationship with China might drive a wedge between the Soviet Union and China. Public relations focuses on image, whereas advertising focuses on sales b. 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. 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. The history of the public relations field is often misunderstood. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. Work 37.5 hours per week and commit to a minimum of 375 hours for the duration of the internship. If necessary, activate the crisis management team. Individual information consumers must take responsibility for their own consumption and for what they spread. 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. correct incorrect. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. Public relations looks to build the relationships between organizations and stakeholders. Emphasis on enforcement of the Code has been eliminated. PRSA is committed to ethical practices. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. Want to create or adapt books like this? We serve the public interest by acting as responsible advocates for those we represent. As the readership of traditional media shift to online media, so has the focus of many in public relations. All this combines to create a sense of mystery and an emotional anticipation for the products release. Be in good academic standing. 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. Journalists often have the opposite interest because reporting on conflict is interesting. These stories were then given out to selected fashion magazines. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. 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. Act promptly to correct erroneous communications for which the member is responsible. Im not Homer Simpson looking at billboards.. . Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. Here are three other ways to differentiate the two: 1. Most modern corporations employ the persuasive communication model. The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. A companyis a business entitythat produces several types of product, whereas a brandis a term used to label a specific product or a limited family of products. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. Together, communication managers and technicians play a vital role in relationship building and the management of a brand. Stakeholder theory identifies people who have a stake in a given institution or issue. their public relations material. 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. b- Publicity-based public relations do not have It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. b. Branding has been used to great effect in recent elections. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. Multicultural Relations/Workplace Diversity. a. More will be added as experience with the Code occurs. Media representatives have an obligation to provide reliable information to their audiences, and they will get that information whether or not company spokespeople cooperate; if a company will not comment on the situation, someone else will. This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in. B. The two-way symmetric model requires true communication between the parties involved. C. Public relations has the same objectives as product and service promotion. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. So, what did people do? 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). On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. This audience may include media outlets, constituents, consumers, and competitors. Historically, PR depended on other media platforms such as TV, newspapers and magazines to promote its content. In an ideal republic, Congressional representatives strictly employ this model. 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. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) What Is Public Relations? PR Functions, Types, & Examples | Feedough 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. It may seem that advertising is the biggest, most important element of the mass communication industry because its revenues fuel other types of mass media production, but advertising is only one piece of the marketing puzzle. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). Advertising is a communication tool used by marketers in order to get customers to act. D) Public relations is a strategy to . We are all publishers now. We advance the profession through continued professional development, research, and education. limitations. Your media health is as important as your sexual health. 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. 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. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. 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. 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. With the abundance of information readily available to audiences worldwide, companies are more vulnerable than ever to misinformation about their brand. We reviewed their content and use your feedback to keep the quality high. An example of sponsorship is a concert tour presented by a bank or drink company. 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. As previously stated in this text, social institutions such as your family, friends, church and workplace can influence your behavior in tandem with or contrary to what you see and hear in the mass media. Either private PR companies or in-house communications staffers carry out PR functions. 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. Core Principle Client trust requires appropriate protection of confidential and private information. Global PR is a $14 billion industry. 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. This phase may also address budgetary restrictions and possibilities. An effective public relations program continues over months or even years. The question is whether they are buying it up because they are unduly influenced by messages in the mass media, or they are responding out of fear of how other people will behave. They stockpiled rice. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. b. The result of this campaign was the popularization of diamonds as one of the necessary aspects of a marriage proposal (Reid, 2006). An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. 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. C. The city government of New Orleans refused to accept offers of federal assistance. Advertising influences brand and product awareness in individuals and in groups. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. 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. It still moves people along the purchase funnel, but there is usually added value in this type of content. This is not to say that BTL messages are crafted one at a time for individual consumers. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. You should be aware as an information consumer that there are ongoing battles for your allegiance. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. In other words, it is known as the first modern ad agency. Brands can foster relationships and encourage brand advocacy among people not being paid to promote their products. Commercial ventures also rely on this model. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. For example, the tobacco industry offers a good case study of the migration from advertising to PR. You do not legally have to tell journalists everything that has happened (depending on the circumstances and whether your institution is funded by taxpayers), but if journalists discover a negative impact that you failed to disclose, they will wonder what else you are hiding, and they may give your critics and detractors extra consideration and attention. 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. Both product placement and sponsorship decisions are based on a sharedtargetmarket. Regardless of the fate of advertising, PR has clearly come to have an increasing role in marketing and ad campaigns. Advertising is a relatively straightforward process, right? Propaganda and PR messaging does not work immediately to bring about drastic changes in behavior. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). Desire is an even smaller group of people who are real prospects as customers and at the action point, the funnel narrows where the real customers are located. 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. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. tool. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. It is often thought of as deception, but this is not always the case. Disclose financial interest (such as stock ownership) in a clients organization. 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. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. A company sends out customer satisfaction surveys; company Facebook groups and message boards. please help me to solve these Apple has also employed this type of branding with great effectiveness. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. No matter the public relations vehicle, there must be a common buyer that all parties want toreach. It has become easy for individuals and fake accounts to publish information into the worlds information glut. Which of the following statements about advertising is correct? Solved Which of the following statements is true about - Chegg There are also ethical concerns.
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