c- Publicity-based public relations do not have A brand should aim to have the same problem statement, . Being prepared for harmful situations is imperative. 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. Communication managers assist in the strategic planning of an organizations communication efforts. We are accountable for our actions. Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. 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. 4). Advertising is synonymous with public relations. The PR program must describe its target audiencein most instances, PR programs are aimed at multiple audiences that have varying points of view and needs. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. 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. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. Conversely, dont blow minor incidents out of proportion or allow others to do so. For example, during the 1980s, the Marlboro Country Music Tour took famous country stars to major coliseums throughout the country and featured talent contests that brought local bands up on stage, increasing the audience even further. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. Public service announcements like the one that shows your brain and your brain on drugs.. 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 model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. 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. Content marketingrefers to a common practice where brands produce their own content, or hire someone else to produce it, and then market that information as an alternative to advertising. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. 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. Now here is whats interesting about the third-person effect. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. Companies develop brands and specific products they want to sell. Twitter and Instagram followers and Facebook friends can easily be bought. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. So, what did people do? Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. 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. There was a time when many companies did not see the value of public relations, unless a crisis happened. 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. a. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. Advertising is a relatively straightforward process, right? HubSpot has adeck of 472 slides that presents a narrative about the history of advertising. You can influence other people by what you read and share, and you are encouraged once again to be aware of where your news sources get their information. If necessary, activate the crisis management team. 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. It can take the form of blog posts or entire blogs. Which of the following statements about public relations is not correct? B. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. Professional agents seek media coverage for a client, product, or event. Sale promotion. 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. 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. The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. Im a savvy shopper. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. Instead, the point is that consistent messaging is a base requirement for advertising to work. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. Ayer & Son is credited with being the first ad agency to work on commission. 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. A great deal of Apples success comes from the companys mystique. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. Which of the following statements about public relations is true? Strategists can also research the potential audience of the campaign. After considering all of these factors, practitioners are better educated to select the best type of campaign. 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. The campaign came up with the word biosolids to replace the term sludge. C. The city government of New Orleans refused to accept offers of federal assistance. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code. Public relations uses multiple channels to generate public exposure. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. To build trust with the public by avoiding or ending situations that put ones personal or professional interests in conflict with societys interests. d- Marketers can control whether the media choose to publish b. Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. Read and think before you share. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. The funnel is split into four parts labeled Awareness, Interest, Desire, and Action. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. 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. Finally, the two-way symmetrical model argues that the public relations practitioner should serve as a liaison between the organization and key publics, rather than as a persuader. Which statement about staff and line agencies is TRUE? During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. Just as PR campaigns build brands, PR crises can damage them. All the more reason to maintain good longstanding relationships with your consumers. We do not want anyone to beat us to the bread and milk. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. 2003-2023 Chegg Inc. All rights reserved. their public relations material. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. The member represents a competitor company or a conflicting interest without informing a prospective client. As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. ATL campaigns most often include television, radio and print ads as well as sponsorships. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. 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. With the abundance of information readily available to audiences worldwide, companies are more vulnerable than ever to misinformation about their brand. Helping people to survive is one of the primary functions of journalism. Today there are about 500,000 ad agencies in the world of all shapes and sizes. a. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. 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. Chapter 11 Multiple-Choice Questions - Learning Link Later interviews with country artists and books on country music history have also mentioned this tour. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. For more information on the differences between marketing, public relations, and advertising, read the following articles: According to Smith (2013), public relations practitioners can be placed in two groups based on responsibilities: communication managers and communication technicians. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). Campaigns to make consumers aware of new brands and products have a track record of widespread but still limited success. Click here for more information on what you can expect in a public relations career. 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. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). Advertising in the modern sense emerged between the mid-19th and early-20th centuries. A media reaction plan should include a company media representative as part of the crisis management team. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. Which of the following statements is true about public 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. A. c- Event sponsorship is not an effective public relations 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. Note here that social science theories are based on many observable facts. please help me to solve these In other words, it is known as the first modern ad agency. Colleges send informational brochures to potential students; a company includes an about section on its website. Want to create or adapt books like this? Favorable reviews of the shows generated positive press for Marlboro. Often software algorithms are used to decide who sees which targeted ad and when. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. 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. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. To improve, adapt and expand professional practices. This has happened as recently as 2008. This is not conceptually complicated. You should be aware as an information consumer that there are ongoing battles for your allegiance. Draws attention to public conversations and media coverage. 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. Which of the following statements about public relations is not correct? A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. Preserve the integrity of the process of communication. Advertising correct incorrect * not completed. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. C. Public relations has the same objectives as product and service promotion. It is also possible to set up a communication system that can be activated in almost any emergency situation. 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. Either private PR companies or in-house communications staffers carry out PR functions. 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. relations? 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. Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. 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.