An audiences attitudes and beliefs about a company can greatly influence its success. Then, we presume that they will be influenced by those messages. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. 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. C) Special events are a type of public relations. 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. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) Click here for more information on what you can expect in a public relations career. C. Advertising is not useful for persuading an audience. Pioneered by such companies as Procter & Gamble during the 1930s, the older, advertising-centric model of branding focused on the product, using advertisements to associate a particular branded good with quality or some other positive cultural value. 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. An example of earned media is when Apple released a new iPhone, and news organizations provided coverage of the lines that wrapped around city blocks as people waited for the latest gadget. Chapter 3 - Public Relations Basics - The Evolving World - Unizin Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). In other words, it is known as the first modern ad agency. Besides the conflict during crisis situations between journalists and PR professionals, there are PR battles that go on between competing brands and between non-profits, corporations and government officials all the time. 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. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. An early example of this kind of branding was Nikes product endorsement deal with Michael Jordan during the 1990s. B. 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 article from PRSA provides tips to those beginning a career in public relations. We acquire and responsibly use specialized knowledge and experience. A great deal of Apples success comes from the companys mystique. Branding, once a technique used by companies to sell their products, has become an everyday means of communication. 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. A) Public relations focuses on image, whereas advertising focuses on sales. Problem-solving facilitators provide crisis management to an organization during an obstacle. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. To build respect and credibility with the public for the profession of public relations. PRSA is committed to ethical practices. This explains why negative news gets so much more attention than positive news. If there is a disaster, the advice is to be truthful and transparent,to not say too much and to correct any exaggerations that emerge in the news media and on social media, within reason. Then it worked to encourage the use of this term as a way to popularize sewage as a fertilizer, providing information to public officials and representatives. Investor relations are also often carried out under this model. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. He argues that PR is more about creating a sense of understanding between consumers and brands and that this might be done just as well by the brand in digital spaces just as it is via other mass media channels controlled by other corporate entities. 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. Regardless of its purpose, a typical campaign often involves four phases. The purchase decision is ultimately a personal one. questions. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. Like other theories related to persuasion in the mass media the behavioral influences it identifies have to contend with other social forces to influence behavior. 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. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. b- Publicity-based public relations do not have For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. Thus, the world of consumer advertising in the mass media is more complex than the funnel makes it seem, although it is an essential strategic model in the industry. These chats aimed to justify many New Deal policies, and they helped the president bypass the press and speak directly to the people. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Now here is whats interesting about the third-person effect. a. 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. So, what did people do? Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. 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 company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. Which of the following statements about public relations is not correct? Communications & Public Relations Internship, Atlantic Health Systems Other branding backlashes have plagued companies such as Nike and Starbucks. b. New technologies such as blogs have enabled virtually anyone to participate in the news gathering process, meaning that public relations practitioners must work with both . Helping people to survive is one of the primary functions of journalism. Which statement about government response to Hurricane Katrina is correct? Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. 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. To build trust with the public by revealing all information needed for responsible decision making. 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. 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. The PRSA Code of Ethics applies to PRSA members. Chemical companies should prepare for chemical spills. He thought that a friendship might lead to democracy in China. The goal of the public information model is to release information to a constituency. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. Stimulating an interest in a person, product, or organization by means of focused happenings as well as other activities designed to encourage interacting with publics and listening to them. There was a time when many companies did not see the value of public relations, unless a crisis happened. This is not to overstate the third-person effect. Internal policies should be changed to minimize a repeat of the crisis situation. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. Disclose financial interest (such as stock ownership) in a clients organization. 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. To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. A brand should aim to have the same problem statement, . Now the doctrine is you respond instantaneously, and where possible with a strong counterattack. 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. correct incorrect. The idea of inbound marketing is that you bring people in to learn about your product using content marketing and then you can make sales to them in the context of a relationship where they found you rather than vice versa. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. The company created stories about celebrity proposals and gifts between lovers that stressed the size of the diamonds given. In recent years, branding has become an important part of national political campaigns. This has happened as recently as 2008. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. Counsel subordinates in proper ethical decision making. Which of the following statements about public relations is true? c. He thought a relationship with China might drive a wedge between the Soviet Union and China. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. 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. The state of Louisiana undertook all rescue and clean-up operations in New Orleans. Communication managers assist in the strategic planning of an organizations communication efforts. During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. Theres almost an observable shiver of consternation in the cafe, and it must be discernable to the person with the PC, because they never come back. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. 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. 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. This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. Most modern corporations employ the persuasive communication model. HubSpot has adeck of 472 slides that presents a narrative about the history of advertising. The two-way symmetric model requires true communication between the parties involved. Be honest and accurate in all communications. Experts are tested by Chegg as specialists in their subject area. How to Do PR: The Ultimate Guide to Public Relations in 2023 - HubSpot During the 1930s, the De Beers company had an enormous amount of diamonds and a relatively small market of luxury buyers. What is one manner in which new technologies have affected public relations practice? At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. To earn trust and mutual respect with clients or employers. 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. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. Communicating with individuals and groups in various cultural groups. 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. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. The organizing concept for ATL advertising, as the term is used today, is that the ads target a mass audience primarily on legacy media platforms. Some experts think of public relations more broadly. Line agencies perform tasks and administer programs, while staff agencies furnish advice and give assistance. To promote respect and fair competition among public relations professionals. Which statement about staff and line agencies is TRUE? One of the more infamous examples of their campaign was a heavily reported account by a Kuwaiti girl testifying that Iraqi troops had dumped babies out of incubators in Kuwaiti hospitals. PR campaigns begin with a research phase, develop objectives during a strategy phase, formulate ways to meet objectives during the tactics phase, and assess the proposed campaign during the evaluation phase. Some 45,000 people turned out for this event; families gave up their beach holidays simply to come to a Saturn manufacturing plant in Tennessee to socialize with other Saturn owners and tour the facility. conference. 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. More will be added as experience with the Code occurs. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. 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. Publicity on these channels can be worth tens or hundreds of thousands of dollars. First, the consumer needs to be made aware of the brand and its products. The S-M-C-R model (often attributed in that particular configuration to Berlo)is the most efficient model for understanding how to break down and analyze messages in the mass media. Which of the following statements is true about public Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. Sponsorship is often used as part of a public relations campaign. Often software algorithms are used to decide who sees which targeted ad and when. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. Today there are about 500,000 ad agencies in the world of all shapes and sizes. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. PR professionals work to manage story framing. To do so, PR pros might use a variety of channels a company blog, social media or even a . In response, the tobacco industry began using PR techniques to increase brand presence. In a famous campaign for Lucky Strike cigarettes, he convinced a group of well-known celebrities to walk in the New York Easter parade smoking Lucky Strikes. 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. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. US Citizen or permanent resident. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. Individual information consumers must take responsibility for their own consumption and for what they spread. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. c- Event sponsorship is not an effective public relations This was a way of breaking down mass influence beyond advertising. D) Public relations is a strategy to . There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. a- Marketers cannot control whether the media choose to publish Commercial ventures also rely on this model. 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. We respect all opinions and support the right of free expression. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. Sports teams will probably not prepare for environmental disasters, but they may have to prepare for the social media scandals that players sometimes land themselves in. 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. Acknowledge that there is an obligation to protect and enhance the profession. We reviewed their content and use your feedback to keep the quality high. 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. Public relations people can use these various platforms andchannelsto publish press releases. Many people confuse public relations with marketing and advertising. 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. Im not Homer Simpson looking at billboards.. Everybody is a values voter, but they got the brandthey said they were against the death taxwhat a great brand. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. Interest refers to the somewhat narrower subset of people who are prospective customers. Some highlights are referenced here. One example is propagandist techniques created by news media outlets in North Korea. 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. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. PR Final questions Flashcards by laura flowers | Brainscape Public Relations (PR) Meaning, Types, and Practical Examples - Investopedia Eventually, Nike created a vice president for corporate responsibility to deal with sweatshop issues.2. Public relations focuses on image, whereas advertising focuses on sales b. These campaigns work to position a brand in the public arena in order to give it a sense of cultural importance. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. 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. Although line agencies serve primarily in a support capacity, they may also have groups that perform the agencies' designated tasks. A company sends out customer satisfaction surveys; company Facebook groups and message boards. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. 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. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. Advertising correct incorrect * not completed. Content marketing means this is no longer the case. It is important to ensure that the information across all channels is accurate and as complementary as possible. Essentially, the company inherited a PR machine that had been built around Jordan and that continued to function until his retirement (Roberts, 2003). limitations. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. We are faithful to those we represent, while honoring our obligation to serve the public interest. Organizations attempt to persuade an audience to take a certain point of view. 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. Newspapers across the country cut ties with Adams after he went on a racist rant on his YouTube show. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. Twitter and Instagram followers and Facebook friends can easily be bought. Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. We provide objective counsel to those we represent. Solved Which of the following statements is true about - Chegg This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). 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. 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. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. It is difficult to do well, of course. The most common use of product placement is in films where characters use branded products. ATL campaigns most often include television, radio and print ads as well as sponsorships. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Whereas advertising is the paid use of media space to sell something, public relations (PR) is the attempt to establish and maintain good relations between an organization and its constituents (Theaker, 2004). A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. This more traditional form of mass media advertising is still a multibillion-dollar industry, but with data-driven targeting capabilities, brands can reach people based not only on general demographic characteristics but on specific behaviors as well.