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The author of the original study noted that if there is news of a possible shortage, people sometimes buy up that item at grocery stores. a. There is also a thought process that defines a fifth P; Public Relations, and that it should be counted separately from the fourth P of promotion. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. 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. Branding has been used to great effect in recent elections. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. It relates in many ways to the superbug media concept from previous chapters, and it is growing in popularity as people and companies develop new and better ways of avoiding advertising. 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. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. Core Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. The CEO of BP,Anthony Bryan Tony Hayward, lost his job because he made a major PR blunder when he said he just wanted his life back. Eleven people were dead. Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. This audience may include media outlets, constituents, consumers, and competitors. Some of these campaigns have become particularly significant for their lasting influence or creative execution. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. 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. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. 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. The slow federal response was a public relations disaster for the Bush administration. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. Corporations, conveniently, grew large enough to have massive budgets to spend on advertising. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. The campaign conducted interviews with consumers, giving them an opportunity to air their grievances and publicize energy policy issues. The first step of many PR campaigns is the initial research phase. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. 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. Question 1 1 pts Which is an accurate statement about public relations? During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. Preserve intellectual property rights in the marketplace. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. e- Publicity is not part of public relations. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. Government propaganda is a good example of this model. We provide objective counsel to those we represent. We respect all opinions and support the right of free expression. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. Individual information consumers must take responsibility for their own consumption and for what they spread. These campaigns work to position a brand in the public arena in order to give it a sense of cultural importance. For example, if a charity commissions a public relations agency to create anadvertisingcampaign that raises money toward finding the cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who might be willing to donate money. 120 Wall Street, 21st Fl. Regardless of its purpose, a typical campaign often involves four phases. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. Internal policies should be changed to minimize a repeat of the crisis situation. Other forms of media include newspapers, television programs, radio stations, and magazines. 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. Question 2 1 pts. In a society fueled by networked communications, it is becoming less important to ask what messages people receive and more important to ask what messages they seek out, according to Greg Jarboe, author of a brief history of PR. Although emergencies are by their very nature unpredictable, it is possible to list and prepare for negative scenarios that might occur. Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). 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. Many people confuse public relations with marketing and advertising. Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? We serve the public interest by acting as responsible advocates for those we represent. It is important to differentiate between the two. Promoting harmful products can be damaging socially, professionally and personally. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. 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. 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. Core Principle Client trust requires appropriate protection of confidential and private information. b- The most common publicity-based tool is the press (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? The Evolving World of Public Relations : Beyond the Press Release by Professor Rosemary Martinelli is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted. 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. The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. Public Relations. Interest refers to the somewhat narrower subset of people who are prospective customers. Today there are about 500,000 ad agencies in the world of all shapes and sizes. 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. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. Which statement about government response to Hurricane Katrina is correct? Public relations people can use these various platforms andchannelsto publish press releases. We view the Member Code of Ethics as a model for other professions, organizations and professionals. 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). 2003-2023 Chegg Inc. All rights reserved. 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. Protect privileged, confidential, or insider information gained from a client or organization. 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. Both product placement and sponsorship decisions are based on a sharedtargetmarket. People are, in fact, buying up the bread and milk. PR professionals work to manage story framing. Corporate Social Responsibility & Sustainability Quiz - ProProfs 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. These models serve as guidelines to create programs, strategies, and tactics. It can take the form of blog posts or entire blogs. A. As the readership of traditional media shift to online media, so has the focus of many in public relations. In this manner, brands can engage with potential and repeat customers. Handling unfavorable publicity means being honest with consumers and putting public interest first. 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. If necessary, activate the crisis management team. Responding to concerns, informing, and motivating and organizations current employees or members. This can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. 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. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. Public Relations Society of America Inc. Often, above the line implies that the ad or ad campaign a series of related ads meant to work in tandem appears onlegacy media platforms. 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. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). 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. Professional agents seek media coverage for a client, product, or event. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. We acquire and responsibly use specialized knowledge and experience. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. And yet we do know that advertising works at least to influence behavior. Advertising is a communication tool used by marketers in order to get customers to act. Im a savvy shopper. A brand should aim to have the same problem statement, . Mass audiences may be in decline but entities who know how to build mass networks of users and how to successfully, if not always ethically, use their information are only starting to show their power. 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. The PRSA Code of Ethics applies to PRSA members. San Diego Community College District Statement on COVID-19 Policy Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. 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. A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. 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. 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. b. It has measurable effects on attitudes, that is, what people think about brands. 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). It may seem that advertising is the biggest, most important element of the mass communication industry because its revenues fuel other types of mass media production, but advertising is only one piece of the marketing puzzle. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. relations? There are sections on content marketing and other forms of persuasion. Act promptly to correct erroneous communications for which the member is responsible. To counter the bad press, the company launched a series of commercials featuring top Toyota executives, urging the public to keep their faith in the brand (Bernstein, 2010). This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. The term symmetrical is used because the model attempts to create a mutually beneficial situation. 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. At the same time that the concept of brands was developing, mass-media platforms such as daily newspapers and radio broadcasts grew their audiences and spread their influence geographically. We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. Content marketing means this is no longer the case. 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. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. The purchase decision is ultimately a personal one. Todd Hunt and James Grunig developed a theory of four models of PR. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. Sponsorship is often used as part of a public relations campaign. In addition, public interest groups release the results of research studies for use by policy makers and the public. PR has always been an important part of political campaigning and activity. Want to create or adapt books like this? The funnel is split into four parts labeled Awareness, Interest, Desire, and Action. They may come in the form of messages from Twitter bots,botnets,collections of fake social media profiles run by software or blogs, or email spam. As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. Expert consultants develop a specific communication plan to help achieve organizational goals. Eventually, Nike created a vice president for corporate responsibility to deal with sweatshop issues.2. 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. It originates from the public rath Show tab overview It is free. When British Petroleum (BP) had an oil gusher erupt in the Gulf of Mexico on April 20, 2010,after the Deepwater Horizon oil rig exploded, 11 people died, and more than three million barrels of oil leaked into the gulf. Content produced for a brand should ethically be labeled as sponsored, but it is not always done.