Colleges send informational brochures to potential students; a company includes an about section on its website. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. More restrained examples of this type of PR include the modern phenomenon of faded celebrities appearing on TV shows, such as Paula Abduls long-running appearances on American Idol. 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. Politics has also embraced branding. Determining the attitudes and behaviors of groups to plan public relations strategies. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. (Recall that framing was defined in Chapter 9.) Expert consultants develop a specific communication plan to help achieve organizational goals. The third-person effect is also a major issue in race relations and partisan politics. Which of the following statements is true about public The member represents a competitor company or a conflicting interest without informing a prospective client. 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. 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). 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. Communications & Public Relations Internship, Atlantic Health Systems Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. 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. What is one manner in which new technologies have affected public relations practice? A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. 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. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. There is a theory in the study of mass communication called the third-person effectthat says we tend to think advertising is effective but we believe that it does not affectus. 2003-2023 Chegg Inc. All rights reserved. However, the communication pattern is still one-way. conference. 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. He was concerned about another World War starting between the United States and China. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and to communicate directly with the public, customers, and prospects. Strategists can also research the potential audience of the campaign. their public relations material. Chapter 1 - History, Impact, and The Big Picture, Chapter 2 - Digital Culture and Social Media's Impact on Public Relations, Chapter 4 - Integrated Marketing Communications (IMC) and Public Relations, Chapter 5 - Why Public Relations Writing Matters, Chapter 6 - The Role of Writing in Public Relations, Chapter 7 - Public Relations Writing Basics, Chapter 8 - Ethical and Legal Considerations, Chapter 9 - Tools and Tactics for the PR Toolbox, Chapter 10 - Establishing a Professional Portfolio. In response, the tobacco industry began using PR techniques to increase brand presence. 2003-2023 Chegg Inc. All rights reserved. The PRSA Code of Ethics applies to PRSA members. These models serve as guidelines to create programs, strategies, and tactics. Today there are about 500,000 ad agencies in the world of all shapes and sizes. Besides the conflict during crisis situations between journalists and PR professionals, there are PR battles that go on between competing brands and between non-profits, corporations and government officials all the time. 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. We serve the public interest by acting as responsible advocates for those we represent. 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. Identifying and addressing issues of public concern that affect an organization. To build trust with the public by revealing all information needed for responsible decision making. 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. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. 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. 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. Apple has also employed this type of branding with great effectiveness. 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. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. The group can review their campaign plan and evaluate its potential effectiveness. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). E. P. T. Barnum was an early American practitioner of this kind of PR. The history of the public relations field is often misunderstood. Solved all AT&T 2:49 4 Exit 1 Which is an accurate | Chegg.com For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. Practically, PR campaigns strive to use the free press to encourage favorable coverage. Both product placement and sponsorship decisions are based on a sharedtargetmarket. 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. 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. Finally, we presume that they will behave in certain ways because of the message and because of our preconceptions about different groups. 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. How to Do PR: The Ultimate Guide to Public Relations in 2023 - HubSpot Awareness is associated with broad market potential. At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. On what part of society does public relations have - Course Hero Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. Branding focuses on the lifestyles and values inherent in a brands image as opposed to the products that are manufactured. 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. PR can generate media attention or attract customers, and it can also ease communication between a company and its investors, partners, and employees. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. We view the Member Code of Ethics as a model for other professions, organizations and professionals. Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. It is simply a matter of fact that PR efforts are ongoing and that attacks within these battles do not always take the form of headlines. If you have advocated for a brand and sent people looking for it online, you have probably become part of someones inbound marketing strategy. An audiences attitudes and beliefs about a company can greatly influence its success. Work 37.5 hours per week and commit to a minimum of 375 hours for the duration of the internship. Rather, this is a tested theory demonstrated in multiple studies. 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. 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). e- Publicity is not part of public relations. In a sense, governmental propaganda is PR, but the client is a country. 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. Here are three other ways to differentiate the two: 1. No matter the public relations vehicle, there must be a common buyer that all parties want toreach. Propaganda and PR messaging does not work immediately to bring about drastic changes in behavior. 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. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. Emotional connections are crucial to building a brand or lovemark. 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). 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. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. Promoting harmful products can be damaging socially, professionally and personally. Sale promotion. 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. 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. Such a group can range from just one person to dozens of employees depending on the size and scope of the organization. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. 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. Newspapers across the country cut ties with Adams after he went on a racist rant on his YouTube show. Later interviews with country artists and books on country music history have also mentioned this tour. These values are the fundamental beliefs that guide our behaviors and decision-making process. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). After considering all of these factors, practitioners are better educated to select the best type of campaign. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? Solved Question 1 1 pts Which is an accurate statement about - Chegg The promotion of products dates back thousands of years, but the modern advertising explosion tracks explosive growth in industrial manufacturing from roughly the mid-1800s through the entire 20th century. Behavioral phenomena, particularly changes in behavior, are driven by many variables, as we have discussed several times; however, if you want to begin to look at an advertising campaign, film or news documentary to examine its effects, this is the model to start with. Messaging is the process of creating a consistent story around a product, person, company, or service. It is a one-way form of communication. We are faithful to those we represent, while honoring our obligation to serve the public interest. 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. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. Public relations people can use these various platforms andchannelsto publish press releases. Thus, advertising can be massively individuated that is, produced for mass audiences but having the appearance of personalized messages muchlike social media content. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. please help me to solve these Other forms of media include newspapers, television programs, radio stations, and magazines. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically. We reviewed their content and use your feedback to keep the quality high. An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. Investor relations are also often carried out under this model. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. A. Which of the following statements about advertising is correct? Media relations is the first thing that comes to mind when many people think of PR: public announcements about company news, talking to reporters, and articles about new developments at a company. Solved Which of the following statements is true about - Chegg Acknowledge that there is an obligation to protect and enhance the profession. Protect privileged, confidential, or insider information gained from a client or organization. To build respect and credibility with the public for the profession of public relations. Engaging in social media arguments is almost never productive for a brand, unless you have Wendys level of Twitter clapback. 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. 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. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. 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. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. A brand should aim to have the same problem statement, . It isnt always pretty. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view.
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