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. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. It has measurable effects on attitudes, that is, what people think about brands. d- Event sponsorship is not an effective public relations It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? The PRSA Code of Ethics applies to PRSA members. It took almost three months to cap the oil gusher. Relating with other firms in the industry of an organization and with trade associations. Relating directly with legislatures and regulatory agencies on behalf of an organization. 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. Creating and maintaining investor confidence and building good relationships with financial community. 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. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. However, the communication pattern is still one-way. We provide objective counsel to those we represent. 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. ATL campaigns most often include television, radio and print ads as well as sponsorships. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. Marketing versus PR: Five ways to tell the difference, The real difference between public relations and advertising, incredible and would have been unimaginable 20 years ago, promoted alongside the activity or content, refers to more one-on-one marketing approaches, limits on the number of large bags of rice people could purchase, where the messages and perceived outcomes are thought to be negative (note the section on Perloff), oil gusher erupt in the Gulf of Mexico on April 20, 2010, Next: Chapter 4 Integrated Marketing Communications (IMC) and Public Relations, Creative Commons Attribution 4.0 International License. It is often thought of as deception, but this is not always the case. The funnel is split into four parts labeled Awareness, Interest, Desire, and Action. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. 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. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. So, what did people do? Some experts think of public relations more broadly. It originates from the public rath Show tab overview It is free. 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. Im a savvy shopper. PR is also the process of managing your organization's brand and communications especially in times of crisis. 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. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. Brands can foster relationships and encourage brand advocacy among people not being paid to promote their products. 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). 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. Public relations. In light of the improved public health conditions in San . Our assumptions can be completely wrong and we may still find ourselves acting in ways to pre-empt or counteract the imagined behavior of the imagined other. There are different degrees of the third-person effect. Expert consultants develop a specific communication plan to help achieve organizational goals. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. The Blackspot logo is a simple round dot that looks like it has been scribbled with white paint, as if a typical logo had been covered over. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. In this manner, brands can engage with potential and repeat customers. Both product placement and sponsorship decisions are based on a sharedtargetmarket. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. a- Marketers cannot control whether the media choose to publish their public relations material. 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. Public relations focuses on image, whereas advertising focuses on sales b. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. Instead, the point is that consistent messaging is a base requirement for advertising to work. The group can review their campaign plan and evaluate its potential effectiveness. Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. Protecting the integrity and reputation of an organization is important, but putting public interest ahead of the organizations interest is key to gaining consumer trust and loyalty. To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. Receivers almost immediately become senders in a network. D. 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. Just as PR campaigns build brands, PR crises can damage them. This personal application is perhaps the greatest evidence of the impact of advertising and PR on modern culture. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. It still moves people along the purchase funnel, but there is usually added value in this type of content. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. These values are the fundamental beliefs that guide our behaviors and decision-making process. It can be quickly undone by PR crises such as the BP oil spill. 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. Identifying and addressing issues of public concern that affect an organization. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. 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. They need to learn to survive and to thrive. An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. Percentage of sales Objective & task Affordable Competitive parity Question 3 1 pts Multiple Select: Disney World is a mature product and a cash cow. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. To do so, PR pros might use a variety of channels a company blog, social media or even a . After the overall campaign has been determined, PR practitioners enter the evaluation phase. 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. Question 1 1 pts Which is an accurate statement about public relations? This process can involve devising specific communication techniques and selecting the forms of media that suit the message best. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. 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. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. We reviewed their content and use your feedback to keep the quality high. Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. Determining the attitudes and behaviors of groups to plan public relations strategies. 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. If Nike introduces a new Air Jordan, the branding is easily handled. A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. This audience may include media outlets, constituents, consumers, and competitors. 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. Public relations is a strategy to persuade the public to a certain point of view c. Advertising and public relations both give people and corporations direct control over the message d. A media reaction plan should include a company media representative as part of the crisis management team. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. This is not to say that BTL messages are crafted one at a time for individual consumers. Decline representation of clients or organizations that urge or require actions contrary to this Code. Im not Homer Simpson looking at billboards.. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. 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. It is important to make amends to those affected and then do whatever is necessary to restore the organizations reputation in the community. Expert Answer 100% (5 ratings) Answer The accurate statement about public relations is; it includes the use of speeches, corporate websites and special events sponsorships. This article from PRSA provides tips to those beginning a career in public relations. 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. Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. An established method of inbound marketing is to write a blog or develop a podcast that attracts audiences who come for information and who stay for the delicious products. conference. First, practitioners identify and qualify the issue to be addressed. b- Publicity-based public relations do not. During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. This is not to claim conspiracy or to frighten readers. This time, though, Mother Nature was not to blame. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. Public relations people can use these various platforms andchannelsto publish press releases. It is the audience-building aspect of advertising. The most common use of product placement is in films where characters use branded products. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. However, the old trick is less effective in the modern digital world. Colleges send informational brochures to potential students; a company includes an about section on its website. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. C. Public relations has the same objectives as product and service promotion. Content marketing means this is no longer the case. With the abundance of information readily available to audiences worldwide, companies are more vulnerable than ever to misinformation about their brand. 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. Regardless of its purpose, a typical campaign often involves four phases. It is difficult to do well, of course. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). It is helpful to perform an act of goodwill during or immediately after a crisis when possible. 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). d- Marketers can control whether the media choose to publish Chemical companies should prepare for chemical spills. 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. Strategists can also research the potential audience of the campaign. 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. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. B. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. 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. 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). 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. 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. 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. 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. This is the unpaid peer-to-peer communication of often provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others: Viral marketing. As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. 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. 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. 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. The history of the public relations field is often misunderstood. 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). 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. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. A. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. Lobbying can be part of a government affairs program. 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. What you need to be able to do is to consider a source, consider how it is presenting its message, and consider the sources sources. In 2000, BP began a campaign presenting itself as Beyond Petroleum, rather than British Petroleum, the companys original name. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. An early example of this kind of branding was Nikes product endorsement deal with Michael Jordan during the 1990s. 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. 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. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. 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. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing.
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