which statement about public relations is correct

Such a group can range from just one person to dozens of employees depending on the size and scope of the organization. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). a- The most common publicity-based tool is the news Costco and Sams Club even put limits on the number of large bags of rice people could purchase. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. 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. This is not to claim conspiracy or to frighten readers. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. Developing an effective PR model was an important war effort during World War IIwhen it was essential to develop theories for how propaganda worked to determine what the Nazis were doing and, if possible, how their propaganda could be stopped. 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. Whether you're looking for a new position or a new employee, start your search on the PRSA Jobcenter. Essentially, the company inherited a PR machine that had been built around Jordan and that continued to function until his retirement (Roberts, 2003). 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). 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. 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. They said they were about values. c- Event sponsorship is not an effective public relations Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. Outrage over this testimony helped galvanize opinion in favor of U.S. involvement. Politics and PR have gone hand in hand since the dawn of political activity. 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. Rather, the tone, style and method of dissemination of BTL advertising are more personal. A member intentionally leaks proprietary information to the detriment of some other party. 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 consistently popular political brand is that of the outsider, or reform-minded politician. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. Applicants must be currently enrolled in a full-time accredited public or private College/University pursuing a degree in Communications, Public Relations and/or Media. We advance the profession through continued professional development, research, and education. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. Corporations, conveniently, grew large enough to have massive budgets to spend on advertising. The image below outlines other differences. On one level, advertising is a simple concept. Act quickly and spare no expense in distributing the information you determine the media and others should have. Digital marketing is the use of Internet tools and technologies, such as search engines, Web 2.0 social bookmarking, new media relations, blogs, and social media marketing. Developing effective involvement in public policy and helping an organization adapt to public expectations. 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. And yet we do know that advertising works at least to influence behavior. relations? The two-way asymmetrical model presents a more scientifically persuasive way of communicating with key audiences. their public relations material. Politics has also embraced branding. Global PR is a $14 billion industry. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. The history of the public relations field is often misunderstood. c- Publicity-based public relations do not have limitations. Protect yourself and those you share information with. Newspapers across the country cut ties with Adams after he went on a racist rant on his YouTube show. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. 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. Stakeholder theory identifies people who have a stake in a given institution or issue. This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in. 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. The advertising rule of seven is a rule of thumb, or what social scientists call a heuristic, which suggests that people need to see an advertisement seven times before they act on it. 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. It is important to map out potential negative scenarios and have a PR plan for each one. To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. For example, the massive Gulf of Mexico oil spill in 2010 became a PR nightmare for BP, an oil company that had been using PR to rebrand itself as an environmentally friendly energy company. For example, utility companies often include fliers about energy efficiency with customers bills, and government agencies such as the IRS issue press releases to explain changes to existing codes. However, the communication pattern is still one-way. C. The city government of New Orleans refused to accept offers of federal assistance. 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. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. In this manner, brands can engage with potential and repeat customers. The shoes also include a symbolic red dot on the toe with which to kick Nike. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. Then, it discusses the history of advertising. If Nike introduces a new Air Jordan, the branding is easily handled. 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. Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. 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? conference. A media reaction plan should include a company media representative as part of the crisis management team. Read and think before you share. Taco Bell promised to give every American a free taco if the space station hit the target. 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. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. Relating directly with legislatures and regulatory agencies on behalf of an organization. Individual information consumers must take responsibility for their own consumption and for what they spread. Practitioners do not conduct audience analysis research to guide their strategies and tactics. In many ways, marketing (particularly content marketing) bridges the concepts of advertising and public relations because it includes content production similar to advertising and it establishes relationships with consumers, which is the ultimate purpose of PR. Providing advice to management concerning policies, relationships, and communications. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. Which of the following statements is true about public To be considered effective, this model requires a measured response from its intended audience. 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. Together, communication managers and technicians play a vital role in relationship building and the management of a brand. 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. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. They employ ever-evolving techniques to try to stay ahead of information weary consumers. It is the audience-building aspect of advertising. To build trust with the public by revealing all information needed for responsible decision making. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. Advertising is challenging enough when products do not raise ethical dilemmas. Even the origins of the company had been made up as a PR tool: The idea, name, and even product list had been ripped off from a small California chain called the Body Shop that was later given a settlement to keep quiet. a. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. Also diverts attention away from public discussions if damaging. It still moves people along the purchase funnel, but there is usually added value in this type of content. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. Recall that advertising tends to focus on brands and products. It is important to ensure that the information across all channels is accurate and as complementary as possible. 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. 2003-2023 Chegg Inc. All rights reserved. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. We acquire and responsibly use specialized knowledge and experience. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion 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. 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. This was a way of breaking down mass influence beyond advertising. C) Special events are a type of public relations. First, practitioners identify and qualify the issue to be addressed. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. After considering all of these factors, practitioners are better educated to select the best type of campaign. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). B. An individual ad in a BTL context may not cost as much as a massive ad buy facilitated by an agency that primarily does ATL advertising; however, BTL advertising can still be costly for advertisers and profitable for ad agencies in the aggregate. Emphasis on enforcement of the Code has been eliminated. At the core of PR is a simple model developed by Harold Lasswell in the 1940s. Both product placement and sponsorship decisions are based on a sharedtargetmarket. 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. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. The funnel is split into four parts labeled Awareness, Interest, Desire, and Action. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. It is also possible to set up a communication system that can be activated in almost any emergency situation. As difficult as it might be to go back and discuss where communication failed, it is essential. During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. Just as PR campaigns build brands, PR crises can damage them. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. Brand managers that once focused on the product now find themselves in the role of community leaders, responsible for the well-being of a cultural image (Atkin, 2004). The most common use of product placement is in films where characters use branded products. The companys first responsibility is to the safety and well-being of the people involved. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). The slow federal response was a public relations disaster for the Bush administration. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. Helping people to survive is one of the primary functions of journalism. 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. It is simply a matter of fact that PR efforts are ongoing and that attacks within these battles do not always take the form of headlines. 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. 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. B. Stories of travels to exotic locations to research and develop cosmetics were completely fabricated, as was the companys reputation for charitable contributions. Before Obamas inauguration in January 2009, an unprecedented amount of merchandise was sold, a further testament to the power of branding (Alberts, 2009).

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