Operations Management questions and answers, Which of the following statements is true about public Rather, the tone, style and method of dissemination of BTL advertising are more personal. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. Companies develop brands and specific products they want to sell. 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. A. conference. The positive PR campaign presented Toyotas as cars with a high standard of excellence, backed by a company striving to meet customers needs. b- The most common publicity-based tool is the press Our assumptions can be completely wrong and we may still find ourselves acting in ways to pre-empt or counteract the imagined behavior of the imagined other. There are different degrees of the third-person effect. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. 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). The best way to build good PR is to carefully maintain a good reputation over time and to avoid behaviors as an individual, company or corporation that might harm others. 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. This process can involve devising specific communication techniques and selecting the forms of media that suit the message best. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). 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. 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. (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? questions. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. We are all publishers now. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. Communicating with individuals and groups in various cultural groups. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. PR techniques have been used in propaganda efforts throughout the 20th century. For example, you may not drink Coke Zero, but you probably know what it is, and you may know that it is now called Coke Zero Sugar after a name change in 2017. 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. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. Instead, the point is that consistent messaging is a base requirement for advertising to work. 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. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. Essentially, the company inherited a PR machine that had been built around Jordan and that continued to function until his retirement (Roberts, 2003). Publicity on these channels can be worth tens or hundreds of thousands of dollars. 1. Twitter and Instagram followers and Facebook friends can easily be bought. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. a- Marketers cannot control whether the media choose to publish The campaign came up with the word biosolids to replace the term sludge. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. Corporate Social Responsibility (CSR) is the way how a corporation manages a balance among its economic, social, and environmental responsibilities so it can produce a positive impact on society. A. Journalists often have the opposite interest because reporting on conflict is interesting. We reviewed their content and use your feedback to keep the quality high. Act in the best interests of the client or employer, even subordinating the members personal interests. A media reaction plan should include a company media representative as part of the crisis management team. This phase may also address budgetary restrictions and possibilities. They stockpiled rice. Which statement about staff and line agencies is TRUE? A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitors clients and employees in a ploy to recruit people and business. 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). A consistently popular political brand is that of the outsider, or reform-minded politician. 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. 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. But media relations is the tip of the iceberg. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. This article from PRSA provides tips to those beginning a career in public relations. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. We are accountable for our actions. Advertising is challenging enough when products do not raise ethical dilemmas. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. Marketing versus PR: Five ways to tell the difference, The real difference between public relations and advertising, incredible and would have been unimaginable 20 years ago, promoted alongside the activity or content, refers to more one-on-one marketing approaches, limits on the number of large bags of rice people could purchase, where the messages and perceived outcomes are thought to be negative (note the section on Perloff), oil gusher erupt in the Gulf of Mexico on April 20, 2010, Next: Chapter 4 Integrated Marketing Communications (IMC) and Public Relations, Creative Commons Attribution 4.0 International License. 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. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. In recent years, branding has become an important part of national political campaigns. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. Thus, the S-M-C-R model will often include measures looking at how much noise gets into the system and looking at what happens when receivers immediately start their own S-M-C-R processes. 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. Rather, this is a tested theory demonstrated in multiple studies. Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? A brand should aim to have the same problem statement, . 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. PR professionals work to manage story framing. Keep informed and educated about practices in the profession to ensure ethical conduct. 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. There was a time when many companies did not see the value of public relations, unless a crisis happened. Strategists can also research the potential audience of the campaign. This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). To improve, adapt and expand professional practices. Newspapers across the country cut ties with Adams after he went on a racist rant on his YouTube show. Outrage over this testimony helped galvanize opinion in favor of U.S. involvement. The first step of many PR campaigns is the initial research phase. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. Thank you!! Relating directly with legislatures and regulatory agencies on behalf of an organization. Promoting harmful products can be damaging socially, professionally and personally. The third-person effect is based onthree presumptions. Taco Bell promised to give every American a free taco if the space station hit the target. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. That worry and not the original message may influence our behavior. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. In other words, it is known as the first modern ad agency. Public relations is not considered a management function. He argues that PR is more about creating a sense of understanding between consumers and brands and that this might be done just as well by the brand in digital spaces just as it is via other mass media channels controlled by other corporate entities. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. This has happened as recently as 2008. He was concerned about another World War starting between the United States and China. The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. Ayer & Son is credited with being the first ad agency to work on commission. These models serve as guidelines to create programs, strategies, and tactics. Content marketing means this is no longer the case. their public relations material. We never mention the fact that we all have Macs. The other people in the cafe are writers and professors and in the media, and the feeling of cohesion and community in that cafe becomes very apparent if someone comes in with a PC. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). The campaign began by giving diamonds to famous movie stars, using their built-in publicity networks to promote De Beers. Draws attention to public conversations and media coverage. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. US Citizen or permanent resident. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. The slow federal response was a public relations disaster for the Bush administration. Im not Homer Simpson looking at billboards.. . Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. We acquire and responsibly use specialized knowledge and experience. If a product or service proves to be harmful, advertisers and public relations professionals have to decide if and when they will stop marketing the brand. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. release. D. Public relations deals only with the activities designed to sell a product or service. The most common use of product placement is in films where characters use branded products. 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. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. Manufactured in union shops, Blackspot shoes contain recycled tire rubber and hemp fabric. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. On one level, advertising is a simple concept. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. In 1992, the U.S. Environmental Protection Agency adopted the new term and changed the classification of biosolids to a fertilizer from a hazardous waste. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. In an ideal republic, Congressional representatives strictly employ this model. Communication managers assist in the strategic planning of an organizations communication efforts. a- Marketers cannot control whether the media choose to publish their public relations material. To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. 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. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. There is a time element that must be established in researching the effects of mass-mediated messages, but the point is that this simple model of propaganda became the basis for all sorts of media effects studies. Advertising is a communication tool used by marketers in order to get customers to act. ATL and BTL advertising can work hand in hand. Brands can foster relationships and encourage brand advocacy among people not being paid to promote their products. Rice futures went up and up out of fear that people were stockpiling rice. 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. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. 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. This personal application is perhaps the greatest evidence of the impact of advertising and PR on modern culture. 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. Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. Common PR activities include speaking at conferences, seeking industry awards, working with the press, communicating with employees, and sending out press releases. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. 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. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. 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. Im a savvy shopper. By facilitating a back-and-forth discussion that results in mutual understanding and an agreement that respects the wishes of both parties, this PR model is often practiced in town hall meetings and other public forums in which the public has a real effect on the results. 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. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. The Water Environment Federation, a lobbying group representing the sewage industry, initiated a campaign to promote the application of sewage on farms during the early 1990s. Politics has also embraced branding. Thus, the world of consumer advertising in the mass media is more complex than the funnel makes it seem, although it is an essential strategic model in the industry. Everybody is a values voter, but they got the brandthey said they were against the death taxwhat a great brand. This explains why negative news gets so much more attention than positive news. 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. Responding to concerns, informing, and motivating and organizations current employees or members. Here are three other ways to differentiate the two: 1. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. Read and think before you share. So, what did people do? Scientists even speculated on the chances of the station hitting the targetslim to none. Handling unfavorable publicity means being honest with consumers and putting public interest first. 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). 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 this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. It can be quickly undone by PR crises such as the BP oil spill. Then, it discusses the history of advertising. How does the bread and milk effect work? We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
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