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

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. The goal of the public information model is to release information to a constituency. . The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. It is wide and the top and narrows at the bottom. Media relations uses one the press. 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. Todd Hunt and James Grunig developed a theory of four models of PR. We believe our professional values are vital to the integrity of the profession as a whole. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. 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. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. Act quickly and spare no expense in distributing the information you determine the media and others should have. A great deal of Apples success comes from the companys mystique. Public Relations. limitations. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. An example of sponsorship is a concert tour presented by a bank or drink company. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. We are faithful to those we represent, while honoring our obligation to serve the public interest. Protect privileged, confidential, or insider information gained from a client or organization. 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. Which statement about government response to Hurricane Katrina is correct? What is one manner in which new technologies have affected public relations practice? Everybody is a values voter, but they got the brandthey said they were against the death taxwhat a great brand. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. Major political influence is now wielded by fake accounts working to drum up anger and to promote misinformation to sway public opinion. 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. Expert consultants develop a specific communication plan to help achieve organizational goals. Which of the following statements is true about public They employ ever-evolving techniques to try to stay ahead of information weary consumers. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. Now the concern has become a self-fulfilling prophecy. Although there are similarities, there also are key differences. Which statement about staff and line agencies is TRUE? Professional agents seek media coverage for a client, product, or event. The more you study the bigger picture of marketing which includes advertising strategies and other research efforts meant to guide advertising strategies as part of larger sales and production strategiesthe more you recognize how focused advertising is. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. It is also possible to set up a communication system that can be activated in almost any emergency situation. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. Costco and Sams Club even put limits on the number of large bags of rice people could purchase. Investor relations are also often carried out under this model. Apple has also employed this type of branding with great effectiveness. Protect yourself and those you share information with. Corporations engage in PR combat all the time, though they often try to work undetected. E. A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. No matter the public relations vehicle, there must be a common buyer that all parties want toreach. 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. As it turned out, the Kuwaiti girl was really the daughter of the Kuwaiti ambassador and had not actually witnessed any of the alleged atrocities (Parsons, 2005). A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. 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. 1. The profit in BTL marketing comes from reaching large audiences with tailored messages at specific times in relation to their previous purchasing and shopping behaviors. Strategists can also research the potential audience of the campaign. Promoting harmful products can be damaging socially, professionally and personally. 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. A. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. 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. Emotional connections are crucial to building a brand or lovemark. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. And yet we do know that advertising works at least to influence behavior. correct incorrect. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. relations? 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). Public relations people can use these various platforms andchannelsto publish press releases. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. B) Advertising and public relations both give people and corporations direct control over the message. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. It is important to have a crisis management team who can handle these situations. Investigate the truthfulness and accuracy of information released on behalf of those represented. 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. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. The two-way symmetric model requires true communication between the parties involved. 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. Receivers almost immediately become senders in a network. You do not legally have to tell journalists everything that has happened (depending on the circumstances and whether your institution is funded by taxpayers), but if journalists discover a negative impact that you failed to disclose, they will wonder what else you are hiding, and they may give your critics and detractors extra consideration and attention. B. The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. This is not to overstate the third-person effect. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. Ethical practice is the most important obligation of a PRSA member. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. In a sense, content marketing allows a brand to create a more human profile in digital spaces. d- Marketers can control whether the media choose to publish The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. a. 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. For example, during the 1980s, the Marlboro Country Music Tour took famous country stars to major coliseums throughout the country and featured talent contests that brought local bands up on stage, increasing the audience even further. It is a one-way form of communication. Disseminating planned messages through selected media to further an organizations interests. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. Each of us sets an example for each other as well as other professionals by our pursuit of excellence with powerful standards of performance, professionalism and ethical conduct. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. Most modern corporations employ the persuasive communication model. Sponsorship is often used as part of a public relations campaign. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. Counsel subordinates in proper ethical decision making. It is important to make amends to those affected and then do whatever is necessary to restore the organizations reputation in the community. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. Essentially, the company inherited a PR machine that had been built around Jordan and that continued to function until his retirement (Roberts, 2003). Click here for more information on what you can expect in a public relations career. To be considered effective, this model requires a measured response from its intended audience. It has measurable effects on attitudes, that is, what people think about brands. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. 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. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. Then, we presume that they will be influenced by those messages. In 2000, BP began a campaign presenting itself as Beyond Petroleum, rather than British Petroleum, the companys original name. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Favorable reviews of the shows generated positive press for Marlboro. Ayer & Son is credited with being the first ad agency to work on commission. c- Event sponsorship is not an effective public relations 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. 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. 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. c- Publicity-based public relations do not have limitations. The purchase decision is ultimately a personal one. Finally, the two-way symmetrical model argues that the public relations practitioner should serve as a liaison between the organization and key publics, rather than as a persuader. Acknowledge that there is an obligation to protect and enhance the profession. The ubiquity of modern advertising means the public is skeptical ofor even ignoresclaims advertisers make about their products. 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. Practitioners do not conduct audience analysis research to guide their strategies and tactics. It works like this: We hear a message that a winter storm is coming, and we worry that other people will be easily influenced by that news. This article from PRSA provides tips to those beginning a career in public relations. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. ATL campaigns most often include television, radio and print ads as well as sponsorships. 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. 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. On one level, advertising is a simple concept. A. relations? The campaign conducted interviews with consumers, giving them an opportunity to air their grievances and publicize energy policy issues. 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. 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. A sponsorshipis when a company pays to support an event or a mass media production in exchange for having its brand promoted alongside the activity or content. 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. Once safety has been restored, the company needs to face the public and face the facts. C. The city government of New Orleans refused to accept offers of federal assistance. Desire is an even smaller group of people who are real prospects as customers and at the action point, the funnel narrows where the real customers are located. 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.