These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. 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). A) Public relations focuses on image, whereas advertising focuses on sales. Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. Then it worked to encourage the use of this term as a way to popularize sewage as a fertilizer, providing information to public officials and representatives. Media relations uses one the press. US Citizen or permanent resident. Sports teams will probably not prepare for environmental disasters, but they may have to prepare for the social media scandals that players sometimes land themselves in. Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. Once safety has been restored, the company needs to face the public and face the facts. B. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. a- The most common publicity-based tool is the news Reveal the sponsors for causes and interests represented. b- Publicity-based public relations do not have It can be quickly undone by PR crises such as the BP oil spill. Providing advice to management concerning policies, relationships, and communications. Stakeholder theory identifies people who have a stake in a given institution or issue. 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. This is not a flight of fancy. PR campaigns occur for any number of reasons. All this combines to create a sense of mystery and an emotional anticipation for the products release. The group can review their campaign plan and evaluate its potential effectiveness. The correct option is A. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. release. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. Draws attention to public conversations and media coverage. A media reaction plan should include a company media representative as part of the crisis management team. 4). Read and think before you share. Public relations uses multiple channels to generate public exposure. A brand should aim to have the same problem statement, . Preserve the integrity of the process of communication. Even anticommercial, antibrand groups such as Adbusters have created brands to send messages. At the time of his trip, Franklin was an international celebrity, and the fashionable society of Paris celebrated his arrival; his choice of a symbolic American-style fur cap immediately inspired a new style of womens wigs. Politics has also embraced branding. It is important to have a crisis management team who can handle these situations. To build respect and credibility with the public for the profession of public relations. Branding has been used to great effect in recent elections. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. PR can generate media attention or attract customers, and it can also ease communication between a company and its investors, partners, and employees. A. 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. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. Newspapers across the country cut ties with Adams after he went on a racist rant on his YouTube show. That entire doctrine has come and gone. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. Roosevelts personal tone and his familiarity with the medium of radio helped the Fireside Chats become an important promotional tool for his administration and its programs. Outrage over this testimony helped galvanize opinion in favor of U.S. involvement. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. In cases when consumers have discovered that trusted sources were content marketers rather than independent reviewers, the revelations have created public relations problems for the brands. If you have advocated for a brand and sent people looking for it online, you have probably become part of someones inbound marketing strategy. This time, though, Mother Nature was not to blame. Protect yourself and those you share information with. 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. their public relations material. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. Even the origins of the company had been made up as a PR tool: The idea, name, and even product list had been ripped off from a small California chain called the Body Shop that was later given a settlement to keep quiet. The author of the original study noted that if there is news of a possible shortage, people sometimes buy up that item at grocery stores. Twitter and Instagram followers and Facebook friends can easily be bought. PR techniques have been used in propaganda efforts throughout the 20th century. 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. He thought that a friendship might lead to democracy in China. Although there are similarities, there also are key differences. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. 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). 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. Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. The slow federal response was a public relations disaster for the Bush administration. At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. Advertising correct incorrect * not completed. New York, NY 10005-4024. We advance the profession through continued professional development, research, and education. 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. To prevent its potential decline in the product lite-cycle, Disney runs a lot of commercials featuring Mickey Mouse showing you the fun times you could have in visiting Disney World again with your family, The commercials run throughout the year, though sometimes the amount of advertising can vary depending upon vacation season, weather and the economy, This example represents select all that apply): Use of a personality symbol Reminder advertising Sales promation Media scheduling based on flighting Madison & Vine. It defines two general strategies or approaches known as above-the-line and below-the-line advertising before examining in detail the advertising funnel, or purchase funnel. A few other basic theories are introduced. 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. Communicating with individuals and groups in various cultural groups. 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. Regardless of its purpose, a typical campaign often involves four phases. Common PR activities include speaking at conferences, seeking industry awards, working with the press, communicating with employees, and sending out press releases. It is wide and the top and narrows at the bottom. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). Relating directly with legislatures and regulatory agencies on behalf of an organization. Responding to concerns, informing, and motivating and organizations current employees or members. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. Qualifications. This is not an exhaustive list of ATL or BTL methods, but these examples demonstrate that ATL has more in common with the concept of mass communication introduced in earlier chapters, and BTL has more in common with interpersonal communication, also as previously discussed. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. 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. One example is propagandist techniques created by news media outlets in North Korea. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. Emphasis on enforcement of the Code has been eliminated. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. Scientists even speculated on the chances of the station hitting the targetslim to none. An example of sponsorship is a concert tour presented by a bank or drink company. It is important to make amends to those affected and then do whatever is necessary to restore the organizations reputation in the community. First, we assume that other people have seen the messages we have. The image is an illustration of a purchase funnel. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. So, what did people do? Mass audiences may be in decline but entities who know how to build mass networks of users and how to successfully, if not always ethically, use their information are only starting to show their power. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. Historically, PR depended on other media platforms such as TV, newspapers and magazines to promote its content. tool. Public relations focuses on image, whereas advertising focuses on sales b. b- The most common publicity-based tool is the press conference. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. 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. Also diverts attention away from public discussions if damaging. Multicultural Relations/Workplace Diversity. Keep informed and educated about practices in the profession to ensure ethical conduct. For example, if a charity commissions a public relations agency to create anadvertisingcampaign that raises money toward finding the cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who might be willing to donate money. Other branding backlashes have plagued companies such as Nike and Starbucks. Professional agents seek media coverage for a client, product, or event. 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. 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. Which of the following statements about public relations is not correct? E. Typically, shorter forms of public . Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. The purchase decision is ultimately a personal one. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. 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. 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. Politicians communicate with their constituents and make their message known using PR strategies. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. These stories were then given out to selected fashion magazines. This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in. Rather, the tone, style and method of dissemination of BTL advertising are more personal. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. They may also conduct research on the potential results to better understand the cost and benefits of the campaign. They may come in the form of messages from Twitter bots,botnets,collections of fake social media profiles run by software or blogs, or email spam. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. Being prepared for harmful situations is imperative. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). More will be added as experience with the Code occurs. Everybody is a values voter, but they got the brandthey said they were against the death taxwhat a great brand. 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. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. Which of the following statements is true about public If an advertisement for a mattress describes its features and price, a blog funded by the mattress brand might compare the pros and cons of many different mattresses, perhaps with a bias for the brand. A great deal of Apples success comes from the companys mystique. PR is also the process of managing your organization's brand and communications especially in times of crisis. We respect all opinions and support the right of free expression. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. This is not conceptually complicated. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. It was founded in Philadephia in 1869. It is important to map out potential negative scenarios and have a PR plan for each one. Ultimately, the stunt gained Taco Bell global advertising (BBC World, 2001). Actively pursue personal professional development. ATL campaigns most often include television, radio and print ads as well as sponsorships. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? Before delving into a discussion about the future of advertising, it might help to survey the history of the field. Public Relations. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. Determining the attitudes and behaviors of groups to plan public relations strategies. A. Politics and PR have gone hand in hand since the dawn of political activity. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. release. After considering all of these factors, practitioners are better educated to select the best type of campaign. C. The city government of New Orleans refused to accept offers of federal assistance. They employ ever-evolving techniques to try to stay ahead of information weary consumers. Rice futures went up and up out of fear that people were stockpiling rice. 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. 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. In an ideal republic, Congressional representatives strictly employ this model. Which of the following statements is true about public Helping people to survive is one of the primary functions of journalism. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. 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. Then, it discusses the history of advertising. 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). Serving as one of the major sources of media information in a crisis is a means of maintaining control. their public relations material. This indicates a broad marketplace narrowing to the group of actual customers. Relating with other firms in the industry of an organization and with trade associations. It is the audience-building aspect of advertising. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. 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. That worry and not the original message may influence our behavior. Front groups: A member implements grass roots campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups. 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). It is important to ensure that the information across all channels is accurate and as complementary as possible. 2003-2023 Chegg Inc. All rights reserved. Awareness is associated with broad market potential. d- Marketers can control whether the media choose to publish In this manner, brands can engage with potential and repeat customers. Lobbyists also attempt to influence public policy using PR campaigns. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. PR has always been an important part of political campaigning and activity. Advertising professionals will often argue that the best branding helps define and redefine the product over time so that the product only exists in consumers minds as advertising has described it, but marketing gets into the business of deciding what products to make, how to promote them, whom to market them to and when to stop making them. Broad strategies such as deciding on the overall message of a campaign and the best way to communicate the message can be finalized at this time. To be considered effective, this model requires a measured response from its intended audience. The third-person effect is also a major issue in race relations and partisan politics. 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. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. Developing effective involvement in public policy and helping an organization adapt to public expectations. 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. It took almost three months to cap the oil gusher. 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. This is not to say that BTL messages are crafted one at a time for individual consumers. Handling unfavorable publicity means being honest with consumers and putting public interest first. The campaign came up with the word biosolids to replace the term sludge. 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. With the abundance of information readily available to audiences worldwide, companies are more vulnerable than ever to misinformation about their brand. The ubiquity of modern advertising means the public is skeptical ofor even ignoresclaims advertisers make about their products. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. c- Publicity-based public relations do not have Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. . A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. It is often thought of as deception, but this is not always the case. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. His outrageous attempts at publicity worked because he was not worried about receiving negative press; instead, he believed that any coverage was a valuable asset. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. We provide objective counsel to those we represent. c- Publicity-based public relations do not have limitations. 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). Taco Bell promised to give every American a free taco if the space station hit the target. 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. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. Internal policies should be changed to minimize a repeat of the crisis situation. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. However, this book focuses on a public relations approach based particularly on writing for the media. 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. Now the concern has become a self-fulfilling prophecy. 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. relations? Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. Together, communication managers and technicians play a vital role in relationship building and the management of a brand. He thinks that other people are going to feel the need to go out and buy up all of the bread and milk, so, aware of the threat and concerned about their behavior, he goes out and buys bread and milk. Rather than displaying one commercial for several months, the BTL social media campaign might be made up of dozens of targeted videos, tweets, influencer posts and online ads. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others.