Which of the following statements about advertising is correct? c- Publicity-based public relations do not have limitations. A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitors clients and employees in a ploy to recruit people and business. Experts are tested by Chegg as specialists in their subject area. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. 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. Today there are about 500,000 ad agencies in the world of all shapes and sizes. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. 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. Knowing that advertising can influence peoples awareness and purchase decisions, we tend to develop a sort of double delusion where we think other people are probably affected more than they are, and we think we are influenced less than we are. Now here is whats interesting about the third-person effect. The model is particularly popular in advertising and consumer marketing, fields that are specifically interested in increasing an organizations profits. E. Typically, shorter forms of public . 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. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. It is also possible to set up a communication system that can be activated in almost any emergency situation. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. When people crash, that, sadly, is news. Some highlights are referenced here. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. 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. 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. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. It can be quickly undone by PR crises such as the BP oil spill. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). Journalists often have the opposite interest because reporting on conflict is interesting. Which statement about staff and line agencies is TRUE? A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. 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. 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. 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. But media relations is the tip of the iceberg. 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. 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. Acknowledge that there is an obligation to protect and enhance the profession. The image is an illustration of a purchase funnel. It has become easy for individuals and fake accounts to publish information into the worlds information glut. Ayer & Son is credited with being the first ad agency to work on commission. By focusing on a consistent design style in which every product reinforces the Apple experience, the computer company has managed to position itself as a mark of individuality. 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. US Citizen or permanent resident. Messaging is the process of creating a consistent story around a product, person, company, or service. So much data exists on individual users and on the behavior of similar people who have made similar purchases that advertisers can try to target people at precisely the right moment to influence their purchase decisions. 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. release. Core Principle Client trust requires appropriate protection of confidential and private information. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. Experts are tested by Chegg as specialists in their subject area. Probably the most important difference between marketing, public relations, and advertising is the primary focus. limitations. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. Both product placement and sponsorship decisions are based on a sharedtargetmarket. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). 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. 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. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. 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. Keep informed and educated about practices in the profession to ensure ethical conduct. 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. 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. The other people in the cafe are writers and professors and in the media, and the feeling of cohesion and community in that cafe becomes very apparent if someone comes in with a PC. The scenarios outlined in the Code provision are actual examples of misconduct. In this manner, brands can engage with potential and repeat customers. 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. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. Expert consultants develop a specific communication plan to help achieve organizational goals. For instance, they may argue that political lobbying is a form of public relations because lobbyists engage in communication activities and client advocacy in order to shape the attitudes of Congress (Berg, 2009). PR campaigns occur for any number of reasons. Messaging aims to avoid having readers receive contradictory or confusing information that will instill doubt in their purchasing choice or spur them to make other decisions that will have a negative impact on the company. This audience may include media outlets, constituents, consumers, and competitors. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. You do not legally have to tell journalists everything that has happened (depending on the circumstances and whether your institution is funded by taxpayers), but if journalists discover a negative impact that you failed to disclose, they will wonder what else you are hiding, and they may give your critics and detractors extra consideration and attention. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. This section describes a few notable PR campaigns over the years. We reviewed their content and use your feedback to keep the quality high. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. PRSA is committed to ethical practices. A member intentionally leaks proprietary information to the detriment of some other party. PR techniques have been used in propaganda efforts throughout the 20th century. b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. By acquiring a major solar company, BP became the world leader in solar production and in 2005 announced it would invest $8 billion in alternative energy over the following 10 years. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. a. This thought highlights the growing value and performance of public relations to the marketing mix. b- Publicity-based public relations do not. 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? Such marketing is usually optimized for search engines, which is to say the posts are written to attract search engine attention as well as outside links, which also alerts search engines that this content is valuable. A. Campaigns to make consumers aware of new brands and products have a track record of widespread but still limited success. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. Public relations looks to build the relationships between organizations and stakeholders. 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. Public relations people can use these various platforms andchannelsto publish press releases. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. It is the audience-building aspect of advertising. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. relations? Which of the following statements about public relations is not correct? Productplacementis basicallypassive advertisingin which a company pays to have its products used prominently in a photograph, film, or video message or during a live appearance. The goal of the public information model is to release information to a constituency. Then, we presume that they will be influenced by those messages. e- Publicity is not part of public relations. Now the concern has become a self-fulfilling prophecy. These stories were then given out to selected fashion magazines. The two-way asymmetrical model presents a more scientifically persuasive way of communicating with key audiences. We respect all opinions and support the right of free expression. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. It works like this: We hear a message that a winter storm is coming, and we worry that other people will be easily influenced by that news. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. During the 1930s, the De Beers company had an enormous amount of diamonds and a relatively small market of luxury buyers. 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. 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. If necessary, activate the crisis management team. A company sends out customer satisfaction surveys; company Facebook groups and message boards. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. Your media health is as important as your sexual health. That worry and not the original message may influence our behavior. b. The history of the public relations field is often misunderstood. In the 20th century, the term ATL advertising was associated with ad agency work (mostly mass media campaign ads), whereas BTL advertising referred to pamphlets, point-of-sale marketing and other relatively small tasks that ad agencies typically did not handle. their public relations material. c- Event sponsorship is not an effective public relations Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. Protect yourself and those you share information with. To promote respect and fair competition among public relations professionals. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). This is not to say that BTL messages are crafted one at a time for individual consumers. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. In other words, it is known as the first modern ad agency. Helping people to survive is one of the primary functions of journalism. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. 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. conference. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. Being prepared for harmful situations is imperative. Providing advice to management concerning policies, relationships, and communications. 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. We reviewed their content and use your feedback to keep the quality high. Protect privileged, confidential, or insider information gained from a client or organization. ATL and BTL advertising can work hand in hand. Multicultural Relations/Workplace Diversity. A. The crisis communication plan should be revised based on any new learnings. 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. Stakeholder theory identifies people who have a stake in a given institution or issue. Many people confuse public relations with marketing and advertising. Corporations, conveniently, grew large enough to have massive budgets to spend on advertising. Draws attention to public conversations and media coverage. Serving as one of the major sources of media information in a crisis is a means of maintaining control. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. a- Marketers cannot control whether the media choose to publish 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. Public relations is a concept every small business has to deal with at some point. Companies develop brands and specific products they want to sell. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. Often software algorithms are used to decide who sees which targeted ad and when. Roosevelts personal tone and his familiarity with the medium of radio helped the Fireside Chats become an important promotional tool for his administration and its programs. Even anticommercial, antibrand groups such as Adbusters have created brands to send messages. 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. It defines two general strategies or approaches known as above-the-line and below-the-line advertising before examining in detail the advertising funnel, or purchase funnel. A few other basic theories are introduced. Sale promotion. 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. Engaging in social media arguments is almost never productive for a brand, unless you have Wendys level of Twitter clapback. This can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive. On one level, advertising is a simple concept. The correct option is A. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. 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. Recall that advertising tends to focus on brands and products. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. In light of the improved public health conditions in San . Encourage clients and customers to determine if a conflict exists after notifying all affected parties. Rice futures went up and up out of fear that people were stockpiling rice. The purpose is to squeeze as many people through the funnel as you can and to be able to identify the level of interest in a given market subset. B) Advertising and public relations both give people and corporations direct control over the message. Favorable reviews of the shows generated positive press for Marlboro. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. 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. This strategy served tobacco companies well up through the 1980s. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. 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. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. Historically, PR depended on other media platforms such as TV, newspapers and magazines to promote its content. Outrage over this testimony helped galvanize opinion in favor of U.S. involvement. Here is how the third-person effect works with regard to advertising: You might think upon seeing a clever advertisement, Sure, that ad probably got someone else to buy the product, but it doesnt influence me. The term public affairs is also used by government agencies to describe their public relations activities and by many corporations as an umbrella term to describe multiple public relation activities. Investigate the truthfulness and accuracy of information released on behalf of those represented. 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. After considering all of these factors, practitioners are better educated to select the best type of campaign. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. Brands, either on their own or with the help of advertising agencies, target audiences in different ways at specific points along the funnel to reach their strategic goals. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. An example of sponsorship is a concert tour presented by a bank or drink company.