which statement about public relations is correct which statement about public relations is correct

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. 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). Public Relations Society of America Inc. Mass media platforms may still be needed to reach mass audiences outside of a brands collection of fans and followers, but much goodwill can be generated by maintaining a proactive, positive and professional digital presence. At its heart, advertising is a matter of raising awareness, creating a deeper interest in a product, and encouraging consumers to desire to make a purchaseand ultimately to take action. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. 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. Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? Jordans amazing, seemingly magical performances on the basketball court created his immense popularity, which was then further built up by a host of press outlets and fans who developed an emotional attachment to Jordan. Stakeholder theory identifies people who have a stake in a given institution or issue. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. Still, it is one of the most interesting theories in the field of mass communication, and it can explain why people race out to buy a certain product when they perceive it to be scarce. e- Publicity is not part of public relations. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. The top of the funnel areas of awareness and interest will not need as much focus as the decision and action areas, the down funnel aspects of a campaign for a well-known and well-loved brand. 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. It is important to differentiate between the two. 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. The main objective of public relations is to maintain a positive reputation of the brand and maintain a strategic relationship with the public, prospective customers, partners, investors, employees and other stakeholders which leads to a positive image of the brand and makes it seem honest, successful, important, and relevant. Manufactured in union shops, Blackspot shoes contain recycled tire rubber and hemp fabric. Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. Want to create or adapt books like this? More will be added as experience with the Code occurs. Also diverts attention away from public discussions if damaging. 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. These public conversations often take place through mass media and social media, which is why public relations professionals need to understand how to work with and write effective messages for the media. Major political influence is now wielded by fake accounts working to drum up anger and to promote misinformation to sway public opinion. Public service announcements like the one that shows your brain and your brain on drugs.. Although there are similarities, there also are key differences. All this combines to create a sense of mystery and an emotional anticipation for the products release. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. 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. As difficult as it might be to go back and discuss where communication failed, it is essential. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. 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. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) 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? No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. 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. Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). Interest refers to the somewhat narrower subset of people who are prospective customers. 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. The basic definition of advertising is a message or group of messages designed with three intentions: to raise awareness in the population about brands, products and services; to encourage consumers to make purchases; and, ultimately, to inspire people to advocate for their favorite brands. c- Event sponsorship is not an effective public relations The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. Click here for more information on what you can expect in a public relations career. 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. This indicates a broad marketplace narrowing to the group of actual customers. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. PR campaigns occur for any number of reasons. We are accountable for our actions. 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. Messaging is the process of creating a consistent story around a product, person, company, or service. There are sections on content marketing and other forms of persuasion. There are paid brand advocates, of course, but in a networked communication environment, even unpaid individuals with modest followings can becomeinfluencers people who promote products on their social media streams. Politics has also embraced branding. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. 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). You can imagine other people foolishly thinking a winter storm is going to be worse than it is and you can think to yourself you had better buy the bread and milk before those fools, but to them, you have become the fool. 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. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. Such research can be used to generate mutual understanding or influence and persuade publics. They employ ever-evolving techniques to try to stay ahead of information weary consumers. Public relations uses multiple channels to generate public exposure. Public Relations vs. Media Relations: Understanding the - BLASTmedia An example of sponsorship is a concert tour presented by a bank or drink company. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. Serving as one of the major sources of media information in a crisis is a means of maintaining control. 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. Chapter 3 - Public Relations Basics - The Evolving World - Unizin Twitter and Instagram followers and Facebook friends can easily be bought. 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. We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. Here is how the third-person effect works with regard to advertising: You might think upon seeing a clever advertisement, Sure, that ad probably got someone else to buy the product, but it doesnt influence me. Eventually, Nike created a vice president for corporate responsibility to deal with sweatshop issues.2. 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. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. Relating with other firms in the industry of an organization and with trade associations. Below the line (BTL) advertisingrefers to more one-on-one marketing approaches which can include targeted social media campaigns, direct mail marketing, point-of-sale ads, coupons and deals, and email and telemarketing appeals. Stories of travels to exotic locations to research and develop cosmetics were completely fabricated, as was the companys reputation for charitable contributions. D) Public relations is a strategy to . To build respect and credibility with the public for the profession of public relations. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. Which of the following statements is true about public By the mid-1990s, however, revelations about the unethical treatment of franchise owners called this image into serious question. Blackspot shoes use the Nike brand to create their own antibrand, symbolizing progressive labor reform and environmentally sustainable business practices (New York Times, 2004). Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. A media reaction plan should include a company media representative as part of the crisis management team. However, the communication pattern is still one-way. A. The history of the public relations field is often misunderstood. By acquiring a major solar company, BP became the world leader in solar production and in 2005 announced it would invest $8 billion in alternative energy over the following 10 years. They can be a quick response to a crisis or emerging issue, or they can stem from a long-term strategy tied in with other marketing efforts. Operations Management questions and answers, Which of the following statements is true about public All the more reason to maintain good longstanding relationships with your consumers. B) Advertising and public relations both give people and corporations direct control over the message. On one level, advertising is a simple concept. As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. Act quickly and spare no expense in distributing the information you determine the media and others should have. It was founded in Philadephia in 1869. Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. 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. It is important to map out potential negative scenarios and have a PR plan for each one. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. PR has always been an important part of political campaigning and activity. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. c- Publicity-based public relations do not have To promote respect and fair competition among public relations professionals. This is the unpaid peer-to-peer communication of often provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others: Viral marketing. 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. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. Apple has successfully developed PR campaigns surrounding product releases that leak selected rumors to various press outlets but maintain secrecy over essential details, encouraging speculation by bloggers and mainstream journalists on the next product. Receivers almost immediately become senders in a network. Today there are about 500,000 ad agencies in the world of all shapes and sizes. Most modern corporations employ the persuasive communication model. When people crash, that, sadly, is news. Providing advice to management concerning policies, relationships, and communications. Public relations is not considered a management function. their public relations material. Productplacementis basicallypassive advertisingin which a company pays to have its products used prominently in a photograph, film, or video message or during a live appearance. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. First, the consumer needs to be made aware of the brand and its products. Then, they might take an interest in a particular product as they learn more about its features. Promoting harmful products can be damaging socially, professionally and personally. We respect all opinions and support the right of free expression. Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code. The amount of money spent on traditional media channels has declined as more and more readers have turned to favor online and social media news sources. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. 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. Which of the following statements is true about public their public relations material. We never mention the fact that we all have Macs. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. 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.