Advertising is challenging enough when products do not raise ethical dilemmas. 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. The single explosion on BPs deep-water oil rig in the Gulf of Mexico essentially nullified the PR work of the previous 10 years, immediately putting BP at the bottom of the list of environmentally concerned companies. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). 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. 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. Protect privileged, confidential, or insider information gained from a client or organization. It is important to map out potential negative scenarios and have a PR plan for each one. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. release. Some of these campaigns have become particularly significant for their lasting influence or creative execution. Regardless of its purpose, a typical campaign often involves four phases. In a sense, content marketing allows a brand to create a more human profile in digital spaces. Such research can be used to generate mutual understanding or influence and persuade publics. D) Public relations is a strategy to . 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. The correct option is A. 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. Branding focuses on the lifestyles and values inherent in a brands image as opposed to the products that are manufactured. Question 2 1 pts. The most common . Public relations uses multiple channels to generate public exposure. Lobbyists also attempt to influence public policy using PR campaigns. If necessary, activate the crisis management team. 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). B. The third-person effect is based onthree presumptions. C) Special events are a type of public relations. 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. For example, the tobacco industry offers a good case study of the migration from advertising to PR. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. Which statement about staff and line agencies is TRUE? Which of the following statements is true about public relations? By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. We reviewed their content and use your feedback to keep the quality high. Many brands use this form of marketing to engage consumers on a deep level and to offer information and emotion that might not be present in other forms of advertising. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. 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. There are also ethical concerns. However, the communication pattern is still one-way. Whether you're looking for a new position or a new employee, start your search on the PRSA Jobcenter. We view the Member Code of Ethics as a model for other professions, organizations and professionals. Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. Disseminating planned messages through selected media to further an organizations interests. 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. The crisis communication plan should be revised based on any new learnings. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. This process can involve devising specific communication techniques and selecting the forms of media that suit the message best. In response, the tobacco industry began using PR techniques to increase brand presence. Both parties make use of a back-and-forth discussion. In a sense, governmental propaganda is PR, but the client is a country. 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. This is not an exhaustive list of ATL or BTL methods, but these examples demonstrate that ATL has more in common with the concept of mass communication introduced in earlier chapters, and BTL has more in common with interpersonal communication, also as previously discussed. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. These stories were then given out to selected fashion magazines. A member intentionally leaks proprietary information to the detriment of some other party. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. 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). Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. It still moves people along the purchase funnel, but there is usually added value in this type of content. 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). 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. Awareness is associated with broad market potential. Instead, the point is that consistent messaging is a base requirement for advertising to work. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. Public relations focuses on image, whereas advertising focuses on sales b. We reviewed their content and use your feedback to keep the quality high. This is not a flight of fancy. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Pariss intellectual and fashionable circles. Content marketing means this is no longer the case. Many people confuse public relations with marketing and advertising. Publicity on these channels can be worth tens or hundreds of thousands of dollars. Practically, PR campaigns strive to use the free press to encourage favorable coverage. PR is how brands manage the spread of their information, so it's similar to branding. A great deal of Apples success comes from the companys mystique. D. Sponsorship is often used as part of a public relations campaign. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. Stakeholder theory identifies people who have a stake in a given institution or issue. An individual ad in a BTL context may not cost as much as a massive ad buy facilitated by an agency that primarily does ATL advertising; however, BTL advertising can still be costly for advertisers and profitable for ad agencies in the aggregate. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Global PR is a $14 billion industry. They employ ever-evolving techniques to try to stay ahead of information weary consumers. Advertising is a relatively straightforward process, right? Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. 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. B) Advertising and public relations both give people and corporations direct control over the message. Act in the best interests of the client or employer, even subordinating the members personal interests. D. In addition to businesses, advertising is used by many types of organizations. The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. An effective public relations program continues over months or even years. In this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. Public relations (PR) is the practice of using media channels to promote your organization and cultivate a positive public perception. The companys first responsibility is to the safety and well-being of the people involved. Be in good academic standing. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media.
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which statement about public relations is correct
