Now here is whats interesting about the third-person effect. Investigate the truthfulness and accuracy of information released on behalf of those represented. 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. Cheney, who had been criticized in the past for being secretive, did not make a statement about the accident for three days. Handling unfavorable publicity means being honest with consumers and putting public interest first. Question 2 1 pts. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. 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. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. C) Special events are a type of public relations. 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. 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 has measurable effects on attitudes, that is, what people think about brands. 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. Most modern corporations employ the persuasive communication model. They need to make consumers aware of their brands, products and those products features, so they develop creative campaigns to promote them and often pay ad agencies to do the creative work and place the ads in front of mass audiences. The brand may need to establish itself with an awareness campaign. 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. For more information and resources, visit our Ethics Page. Here are three other ways to differentiate the two: 1. please help me to solve these Undertaking activities within a community to maintain an environment that benefits both an organization and the community . 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. Promoting harmful products can be damaging socially, professionally and personally. This is not to overstate the third-person effect. It has become easy for individuals and fake accounts to publish information into the worlds information glut. 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. 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. 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. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. Which statement about staff and line agencies is TRUE? a. Line agencies 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. A. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. 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 . More will be added as experience with the Code occurs. The scenarios outlined in the Code provision are actual examples of misconduct. 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. In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. 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. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. Public Relations (PR) Meaning, Types, and Practical Examples - Investopedia For example, the tobacco industry offers a good case study of the migration from advertising to PR. This section describes a few notable PR campaigns over the years. McCains competitor, Barack Obama, also employed branding strategies. We serve the public interest by acting as responsible advocates for those we represent. However, this book focuses on a public relations approach based particularly on writing for the media. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them. 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. Politics has also embraced branding. 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. For example, an ad agency that does not typically manage multimillion-dollar television ad buys might still put together hundreds of thousands of dollars in targeted social media ads. This is not to claim conspiracy or to frighten readers. Although there are similarities, there also are key differences. 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. Lobbyists also attempt to influence public policy using PR campaigns. A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. Recall that advertising tends to focus on brands and products. Advertising in the modern sense emerged between the mid-19th and early-20th centuries. They may also conduct research on the potential results to better understand the cost and benefits of the campaign. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. The advent and increase of social media releases,search engine optimization, and online content publishing and the introduction of podcasts and video are relatedtrends. To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. Together, communication managers and technicians play a vital role in relationship building and the management of a brand. If an advertisement for a mattress describes its features and price, a blog funded by the mattress brand might compare the pros and cons of many different mattresses, perhaps with a bias for the brand. Jordans amazing, seemingly magical performances on the basketball court created his immense popularity, which was then further built up by a host of press outlets and fans who developed an emotional attachment to Jordan. 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. B. Practically, PR campaigns strive to use the free press to encourage favorable coverage. Core Principle Client trust requires appropriate protection of confidential and private information. 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. It is often thought of as deception, but this is not always the case. On one level, advertising is a simple concept. their public relations material. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. In other words, it is known as the first modern ad agency. Content marketing means this is no longer the case. If Nike introduces a new Air Jordan, the branding is easily handled. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. We often presume that we know how individuals from other groups will think because we have seen messages in the media and we presume to know how the other will respond. 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. 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. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. Engaging in social media arguments is almost never productive for a brand, unless you have Wendys level of Twitter clapback. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. 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. Manufactured in union shops, Blackspot shoes contain recycled tire rubber and hemp fabric. conference. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. Which statement about government response to Hurricane Katrina is correct? Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. This credibility gap can be overcome, however, when PR professionals using good promotional strategies step in. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). PR is also the process of managing your organization's brand and communications especially in times of crisis. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. Identifying and addressing issues of public concern that affect an organization. It can take the form of blog posts or entire blogs. Later interviews with country artists and books on country music history have also mentioned this tour. We acquire and responsibly use specialized knowledge and experience. 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. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically. 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 TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. In 1953, studies showing the detrimental health effects of smoking caused a drop in cigarette sales. I did a disservice to the American people not by putting forth a bad plan, but by not being a better brander, not being able to explain it better (Kiley, 2008). Awareness is associated with broad market potential. Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. We advance the profession through continued professional development, research, and education. It is also possible to set up a communication system that can be activated in almost any emergency situation. The goal of the public information model is to release information to a constituency. An early example of this kind of branding was Nikes product endorsement deal with Michael Jordan during the 1990s. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. Reading: Public Relations | Principles of Marketing - Lumen Learning 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 be considered effective, this model requires a measured response from its intended audience. On what part of society does public relations have - Course Hero 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. 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. Which of the following statements about public relations is not correct? Public relations (PR) is the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. 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. Probably the most important difference between marketing, public relations, and advertising is the primary focus. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. What Is Public Relations? PR Functions, Types, & Examples | Feedough 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. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. This strategy served tobacco companies well up through the 1980s. 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. A great deal of Apples success comes from the companys mystique. These chats aimed to justify many New Deal policies, and they helped the president bypass the press and speak directly to the people. Blackspot shoes use the Nike brand to create their own antibrand, symbolizing progressive labor reform and environmentally sustainable business practices (New York Times, 2004). Practitioners do not conduct audience analysis research to guide their strategies and tactics. However, the communication pattern is still one-way. It is difficult to do well, of course. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. Researchers have found it is probably strongest in situations where groups have little understanding of one another and where the messages and perceived outcomes are thought to be negative (note the section on Perloff). PRSA is committed to ethical practices. Global PR is a $14 billion industry. It is wide and the top and narrows at the bottom. The history of the public relations field is often misunderstood. 2003-2023 Chegg Inc. All rights reserved. S-M-C-R assumes that the sender comes first and the receiver comes last. San Diego Community College District Statement on COVID-19 Policy These campaigns work to position a brand in the public arena in order to give it a sense of cultural importance. 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. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. B) Advertising and public relations both give people and corporations direct control over the message. a. Even if you do this, you might face a PR crisis. 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. 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. 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. Providing advice to management concerning policies, relationships, and communications. ATL and BTL advertising can work hand in hand. How to Do PR: The Ultimate Guide to Public Relations in 2023 - HubSpot Douglas Atkin, who has written about brands as a form of cult, readily admits and embraces his own brand loyalty to Apple: Im a self-confessed Apple loyalist. During the 1999 World Trade Organization protests in Seattle, activists targeted Starbucks and Nike stores for physical attacks such as window smashing. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. It took almost three months to cap the oil gusher. It can be quickly undone by PR crises such as the BP oil spill. Chapter 15 Review Quiz Flashcards | Quizlet Advertising correct incorrect * not completed. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. tool. 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. A companyis a business entitythat produces several types of product, whereas a brandis a term used to label a specific product or a limited family of products. e- Publicity is not part of public relations. Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. 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. Encourage clients and customers to determine if a conflict exists after notifying all affected parties. And yet we do know that advertising works at least to influence behavior. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). For the theory to work, it does not matter if the other is Democrats, Republicans, frat bros, Mexican people, snobby professors or slacker college students. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. Messaging is the process of creating a consistent story around a product, person, company, or service. New York, NY 10005-4024. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. The Public Relations Society of America (PRSA) defines public relations as a strategic communication process that builds mutually beneficial relationships between organizations and their publics (2016, para. 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. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. To build trust with the public by revealing all information needed for responsible decision making. Public relations professionals are in charge of a wide range of communication activities that may include increasing brand visibility and awareness, planning events, and creating content. Which statement below correctly summarizes President Nixon's reasons You'll get a detailed solution from a subject matter expert that helps you learn core concepts. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. Reveal the sponsors for causes and interests represented. tool. 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. 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. You should be aware as an information consumer that there are ongoing battles for your allegiance. Branding, once a technique used by companies to sell their products, has become an everyday means of communication. B. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. Such a group can range from just one person to dozens of employees depending on the size and scope of the organization. The group can review their campaign plan and evaluate its potential effectiveness. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. 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. The two-way symmetric model requires true communication between the parties involved. It is a one-way form of communication. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. Which of the following statements about advertising is correct? By the mid-1990s, however, revelations about the unethical treatment of franchise owners called this image into serious question. Receivers almost immediately become senders in a network. This explains why negative news gets so much more attention than positive news. Rather, the tone, style and method of dissemination of BTL advertising are more personal. Todd Hunt and James Grunig developed a theory of four models of PR. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. Im not Homer Simpson looking at billboards.. In addition, public interest groups release the results of research studies for use by policy makers and the public. b- The most common publicity-based tool is the press conference. Discussion PointDo you think the two-way symmetrical model is plausible?
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