B. The member represents a competitor company or a conflicting interest without informing a prospective client. Providing advice to management concerning policies, relationships, and communications. Journalists often have the opposite interest because reporting on conflict is interesting. correct incorrect. Be in good academic standing. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. Click here for more information on what you can expect in a public relations career. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. PR can focus on the company and the corporate narrative, the story of how the company came to exist and how it represents certain values and ideals at least in theory. The image below outlines other differences. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. The positive PR campaign presented Toyotas as cars with a high standard of excellence, backed by a company striving to meet customers needs. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. Although there are similarities, there also are key differences. Being prepared for harmful situations is imperative. (Recall that framing was defined in Chapter 9.) Actively pursue personal professional development. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. In their book The Fall of Advertising and the Rise of PR, Al and Laura Ries make the point that the public trusts the press far more than they trust advertisements. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. Consider this example from Dr. William Sledzik, associate professor of journalism and mass communication at Kent State University:Can we realistically serve multiple stakeholders whose needs conflict? Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. Strategists can also research the potential audience of the campaign. These models serve as guidelines to create programs, strategies, and tactics. This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). a- The most common publicity-based tool is the news b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. PR professionals work to manage story framing. A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. Identifying and addressing issues of public concern that affect an organization. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Handling unfavorable publicity means being honest with consumers and putting public interest first. It has become easy for individuals and fake accounts to publish information into the worlds information glut. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. 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. Costco and Sams Club even put limits on the number of large bags of rice people could purchase. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Which statement about government response to Hurricane Katrina is correct? 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). Regardless of its purpose, a typical campaign often involves four phases. Campaigns to make consumers aware of new brands and products have a track record of widespread but still limited success. The first step of many PR campaigns is the initial research phase. What to Expect from a PR Agency with Kate Finley. The district will continue to require employees to be vaccinated against COVID-19 and will continue to provide religious and medical exemptions and accommodations where safe and reasonable. We are faithful to those we represent, while honoring our obligation to serve the public interest. 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. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. 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. Now, PR has to work in a digital media system where news reporters and editors are not the major gatekeepers deciding what information will be made public. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. Here are three other ways to differentiate the two: 1. Todd Hunt and James Grunig developed a theory of four models of PR. 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. Multicultural Relations/Workplace Diversity. 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. Reflection is a critical step in learning and corporations are like any other social institution. 120 Wall Street, 21st Fl. 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. 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). Much like the Volkswagen ads half a century before, Toyota used a style of self-awareness to market its automobiles. 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. However, a company should not speculate; if they dont know the facts, they should say so and promise to get back to the media as soon as possible. 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. To improve, adapt and expand professional practices. US Citizen or permanent resident. They may also conduct research on the potential results to better understand the cost and benefits of the campaign. Even if you do this, you might face a PR crisis. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. a- Marketers cannot control whether the media choose to publish their public relations material. Protecting the integrity and reputation of an organization is important, but putting public interest ahead of the organizations interest is key to gaining consumer trust and loyalty. It is often thought of as deception, but this is not always the case. In a famous campaign for Lucky Strike cigarettes, he convinced a group of well-known celebrities to walk in the New York Easter parade smoking Lucky Strikes. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. tool. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) Relating directly with legislatures and regulatory agencies on behalf of an organization. The two-way symmetric model is useful in communicating within an organization because it helps employees feel they are an important part of the company. Discussion PointDo you think the two-way symmetrical model is plausible? We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. D) Public relations is a strategy to . There are also ethical concerns. Everybody is a values voter, but they got the brandthey said they were against the death taxwhat a great brand. 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. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. While it is true that PR often tries to put a good face on companies with all manner of reputations and harmful business practices, it also serves charities, governmental services and small local businesses. c- Publicity-based public relations do not have limitations. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. In a sense, content marketing allows a brand to create a more human profile in digital spaces. So much data exists on individual users and on the behavior of similar people who have made similar purchases that advertisers can try to target people at precisely the right moment to influence their purchase decisions. Question 1 1 pts Which is an accurate statement about public relations? Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. Content marketingrefers to a common practice where brands produce their own content, or hire someone else to produce it, and then market that information as an alternative to advertising. release. 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. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. 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. Such a group can range from just one person to dozens of employees depending on the size and scope of the organization. An established method of inbound marketing is to write a blog or develop a podcast that attracts audiences who come for information and who stay for the delicious products. We never mention the fact that we all have Macs. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. Despite the cynical outlook of many Americans regarding commercial claims, the notion that Apple is a symbol of individualism has been adopted with very little irony. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. In other words, it is known as the first modern ad agency. It is also possible to set up a communication system that can be activated in almost any emergency situation. 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. D. In addition to businesses, advertising is used by many types of organizations. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. Stakeholder theory identifies people who have a stake in a given institution or issue. 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. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. All the more reason to maintain good longstanding relationships with your consumers. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. HubSpot has adeck of 472 slides that presents a narrative about the history of advertising. There was a time when many companies did not see the value of public relations, unless a crisis happened. Twitter and Instagram followers and Facebook friends can easily be bought. The Body Shop, a cosmetics company that gained popularity during the 1980s and early 1990s, used PR to build its image as a company that created natural products and took a stand on issues of corporate ethics. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. 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. their public relations material. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. PR can generate media attention or attract customers, and it can also ease communication between a company and its investors, partners, and employees. Knowing that advertising can influence peoples awareness and purchase decisions, we tend to develop a sort of double delusion where we think other people are probably affected more than they are, and we think we are influenced less than we are. Professional agents seek media coverage for a client, product, or event. Responding to concerns, informing, and motivating and organizations current employees or members. Rather, this is a tested theory demonstrated in multiple studies. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. . The crisis communication plan should be revised based on any new learnings. 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. E. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). PR is also the process of managing your organization's brand and communications especially in times of crisis. The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. Blackspot shoes use the Nike brand to create their own antibrand, symbolizing progressive labor reform and environmentally sustainable business practices (New York Times, 2004). It is important to make amends to those affected and then do whatever is necessary to restore the organizations reputation in the community. In light of the improved public health conditions in San . Common PR activities include speaking at conferences, seeking industry awards, working with the press, communicating with employees, and sending out press releases. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. An effective public relations program continues over months or even years. Investigate the truthfulness and accuracy of information released on behalf of those represented. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). 2003-2023 Chegg Inc. All rights reserved. relations? b- The most common publicity-based tool is the press On one level, advertising is a simple concept. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. Corporations, conveniently, grew large enough to have massive budgets to spend on advertising. 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. Companies develop brands and specific products they want to sell. The new name, Xe Services, was the result of a large-scale PR campaign to distance the company from associations with civilian violence (Associated Press, 2009). The image is an illustration of a purchase funnel. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. You can create the conditions and increase the probability of a product being bought, but it is difficult (perhaps impossible) to predict behaviors based on messaging. This explains why negative news gets so much more attention than positive news. When people crash, that, sadly, is news. limitations. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. 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. First, practitioners identify and qualify the issue to be addressed. Interest refers to the somewhat narrower subset of people who are prospective customers. Serving as one of the major sources of media information in a crisis is a means of maintaining control. relations? Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. Before Obamas inauguration in January 2009, an unprecedented amount of merchandise was sold, a further testament to the power of branding (Alberts, 2009). How does the bread and milk effect work? Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. In addition, public interest groups release the results of research studies for use by policy makers and the public. Politics has also embraced branding. 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 important to ensure that the information across all channels is accurate and as complementary as possible. He was concerned about another World War starting between the United States and China. It originates from the public rath Show tab overview It is free. An important part of maintaining a consistent brand is preserving the emotional attachment consumers have to that brand. 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. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. Operations Management questions and answers, Which of the following statements is true about public Finally, we presume that they will behave in certain ways because of the message and because of our preconceptions about different groups. 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. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. 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. Which of the following statements about public relations is not correct? The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. 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. Branding, once a technique used by companies to sell their products, has become an everyday means of communication. Disseminating planned messages through selected media to further an organizations interests. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. B. 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. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. 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. For example, an ad agency that does not typically manage multimillion-dollar television ad buys might still put together hundreds of thousands of dollars in targeted social media ads. A member intentionally leaks proprietary information to the detriment of some other party. Politics and PR have gone hand in hand since the dawn of political activity. Your media health is as important as your sexual health. We view the Member Code of Ethics as a model for other professions, organizations and professionals. 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. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. 4). The Blackspot logo is a simple round dot that looks like it has been scribbled with white paint, as if a typical logo had been covered over. The state of Louisiana undertook all rescue and clean-up operations in New Orleans. Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). Public relations (PR) is the practice of using media channels to promote your organization and cultivate a positive public perception. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. Many people confuse public relations with marketing and advertising. It is important to differentiate between the two. It isnt always pretty. 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. New York, NY 10005-4024. a. The combination of detailed demographic information, search and digital media usage behaviors and physical world behaviors(such as whether someone has entered a Walmart or Macys in the past week) makes advertising in the information age more powerful, sometimes more meaningful and often more ethically questionable than in the past. 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. However, this book focuses on a public relations approach based particularly on writing for the media. C. Public relations has the same objectives as product and service promotion. Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. 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.
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