Solved Question 1 1 pts Which is an accurate statement about - Chegg For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. P. T. Barnum was an early American practitioner of this kind of PR. The ultimateobjectiveof PR is to retain goodwill as well as create it; the procedure to follow to achieve this is to first do good and then take credit for it. Multiple Choice Quiz - Oxford University Press Finally, we presume that they will behave in certain ways because of the message and because of our preconceptions about different groups. 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. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. Which of the following statements about public relations is true? Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. Operations Management questions and answers, Which of the following statements is true about public Public Relations. Be in good academic standing. B) Advertising and public relations both give people and corporations direct control over the message. 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. Keep informed and educated about practices in the profession to ensure ethical conduct. 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. Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? This time, though, Mother Nature was not to blame. Which of the following statements about advertising is correct? PR often measures its worth in earned mediathe amount of free air time on TV or space in major newspapers and magazines that is earned by getting other mass media channels to tell your products stories without having to pay for ad space. Steps to Take to Weather a Public Relations Crisis - Business News Daily Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). A. 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. 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. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. Media relations uses one the press. Rather than displaying one commercial for several months, the BTL social media campaign might be made up of dozens of targeted videos, tweets, influencer posts and online ads. We do not want anyone to beat us to the bread and milk. Government propaganda is a good example of this model. His outrageous attempts at publicity worked because he was not worried about receiving negative press; instead, he believed that any coverage was a valuable asset. A media reaction plan should include a company media representative as part of the crisis management team. 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. 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. 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. 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. b- The most common publicity-based tool is the press 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). These campaigns work to position a brand in the public arena in order to give it a sense of cultural importance. Todd Hunt and James Grunig developed a theory of four models of PR. Determining the attitudes and behaviors of groups to plan public relations strategies. Protect yourself and those you share information with. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. 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. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. Chemical companies should prepare for chemical spills. Which of the following statements is true about public Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. 2003-2023 Chegg Inc. All rights reserved. relations? The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. The two-way asymmetrical model presents a more scientifically persuasive way of communicating with key audiences. Apple has also employed this type of branding with great effectiveness. Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. 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. 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. 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. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. Scott Adams, Dilbert, and the problem with the 'It's OK to be white Corporations engage in PR combat all the time, though they often try to work undetected. This audience may include media outlets, constituents, consumers, and competitors. We advance the profession through continued professional development, research, and education. their public relations material. 4). Preserve intellectual property rights in the marketplace. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. The model is particularly popular in advertising and consumer marketing, fields that are specifically interested in increasing an organizations profits. tool. Investor relations are also often carried out under this model. Noise must be accounted for, and in an age dominated by the digital information glut, the opportunity for immediate feedback and engagement must also be considered. Practitioners do not conduct audience analysis research to guide their strategies and tactics. Reflection is a critical step in learning and corporations are like any other social institution. At the time of his trip, Franklin was an international celebrity, and the fashionable society of Paris celebrated his arrival; his choice of a symbolic American-style fur cap immediately inspired a new style of womens wigs. 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. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. 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. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. D. b. 1. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. The first step of many PR campaigns is the initial research phase. Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. Global PR is a $14 billion industry. D. Public relations deals only with the activities designed to sell a product or service. The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. Some highlights are referenced here. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. Recall that advertising tends to focus on brands and products. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. 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. Line agencies perform tasks and administer programs, while staff agencies furnish advice and give assistance. 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. 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. Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. a. The history of the public relations field is often misunderstood. Twitter and Instagram followers and Facebook friends can easily be bought. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. correct incorrect. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) 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. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. 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. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. You should be aware as an information consumer that there are ongoing battles for your allegiance. C. Public relations has the same objectives as product and service promotion. We often presume that we know how individuals from other groups will think because we have seen messages in the media and we presume to know how the other will respond. 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. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. However, this book focuses on a public relations approach based particularly on writing for the media. A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). Wherever a message originates, even if it is as simple as clicking Share on Facebook, the S-M-C-R model starts again. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. It originates from the public rath Show tab overview It is free. The goal of the public information model is to release information to a constituency. To prevent its potential decline in the product lite-cycle, Disney runs a lot of commercials featuring Mickey Mouse showing you the fun times you could have in visiting Disney World again with your family, The commercials run throughout the year, though sometimes the amount of advertising can vary depending upon vacation season, weather and the economy, This example represents select all that apply): Use of a personality symbol Reminder advertising Sales promation Media scheduling based on flighting Madison & Vine. Online advertising and social media marketing have made it possible to target people with personal messages but still purchase the ads on a massive scale. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. 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. McCains competitor, Barack Obama, also employed branding strategies. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. Im not Homer Simpson looking at billboards.. The two-way symmetrical model is deemed the most ethical model, one that professionals should aspire to use in their everyday tactics and strategies (Simpson, 2014). 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. What is one manner in which new technologies have affected public relations practice? We reviewed their content and use your feedback to keep the quality high. It is also possible to set up a communication system that can be activated in almost any emergency situation. Then, we presume that they will be influenced by those messages. It can be quickly undone by PR crises such as the BP oil spill. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. The crisis communication plan should be revised based on any new learnings. S-M-C-R assumes that the sender comes first and the receiver comes last. A. No matter the public relations vehicle, there must be a common buyer that all parties want toreach. Act promptly to correct erroneous communications for which the member is responsible. A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. 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. People are, in fact, buying up the bread and milk. Demonstrating the need for and encouraging the public support charitable organization primarily through financial contributions. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. It is about earning free news and social media coverage, but perhaps most importantly it is about managing crises so that people are not given a reasonnot to buy your products. 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. HubSpot has adeck of 472 slides that presents a narrative about the history of advertising. Which statement about government response to Hurricane Katrina is correct? Blackspot shoes use the Nike brand to create their own antibrand, symbolizing progressive labor reform and environmentally sustainable business practices (New York Times, 2004). In light of the improved public health conditions in San . Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. Just as PR campaigns build brands, PR crises can damage them. In an age of digital communication, it is cheap and easy to develop detailed, professional messages employing a variety of media types that PR pros can try to spread around the world instantaneously. 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. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. The question is whether they are buying it up because they are unduly influenced by messages in the mass media, or they are responding out of fear of how other people will behave. 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. Problem-solving facilitators provide crisis management to an organization during an obstacle. Advertising is synonymous with public relations. Rather, this is a tested theory demonstrated in multiple studies. c- Publicity-based public relations do not have 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. E. San Diego Community College District Statement on COVID-19 Policy They need to learn to survive and to thrive. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). Its. Public relations uses multiple channels to generate public exposure. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. C. Advertising is not useful for persuading an audience. b- The most common publicity-based tool is the press conference. 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. Providing advice to management concerning policies, relationships, and communications. Question 2 1 pts. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. Professional agents seek media coverage for a client, product, or event. conference. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. As previously stated in this text, social institutions such as your family, friends, church and workplace can influence your behavior in tandem with or contrary to what you see and hear in the mass media. It originates from the public rath Show tab overview It is free. Im a savvy shopper. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. This indicates a broad marketplace narrowing to the group of actual customers. Mass media professionals craft messages to help sell products by raising awareness and pushing people to make actual purchase decisions, but in the network society and the age of targeted marketing, the ability to reach individual consumers who fit precise sets of characteristics is incredible. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. limitations. Campaigns to make consumers aware of new brands and products have a track record of widespread but still limited success. More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. 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. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. It was founded in Philadephia in 1869. Awareness is associated with broad market potential. 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. Corporations, conveniently, grew large enough to have massive budgets to spend on advertising. . Although there are similarities, there also are key differences. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. That worry and not the original message may influence our behavior. As difficult as it might be to go back and discuss where communication failed, it is essential. Ethical practice is the most important obligation of a PRSA member. Disseminating planned messages through selected media to further an organizations interests. By the mid-1990s, however, revelations about the unethical treatment of franchise owners called this image into serious question. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. 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). Serving as one of the major sources of media information in a crisis is a means of maintaining control. 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. Click here for more information on what you can expect in a public relations career. 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. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. The shoes also include a symbolic red dot on the toe with which to kick Nike. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community.

St Vincent De Paul Athletics, Clearwater Fire Department Shift Schedule, Houses For Rent In Houston, Tx Under $1000 77082, Emile Smith Rowe Jamaica, Who Is Sebastian In Selena Series, Articles W