Advertising in the modern sense emerged between the mid-19th and early-20th centuries. BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. 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. This explains why negative news gets so much more attention than positive news. 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. 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. In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. If you have advocated for a brand and sent people looking for it online, you have probably become part of someones inbound marketing strategy. D. Public relations deals only with the activities designed to sell a product or service. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. 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. 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. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. B. This indicates a broad marketplace narrowing to the group of actual customers. Public Relations. 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. 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. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. Which statement about staff and line agencies is TRUE? Favorable reviews of the shows generated positive press for Marlboro. ATL and BTL advertising can work hand in hand. The third-person effect is based onthree presumptions. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. Both product placement and sponsorship decisions are based on a sharedtargetmarket. 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. That entire doctrine has come and gone. On one level, advertising is a simple concept. The ubiquity of modern advertising means the public is skeptical ofor even ignoresclaims advertisers make about their products. The correct option is A. Inbound marketing is advertisings answer to de-massification. First, we assume that other people have seen the messages we have. Instead, the point is that consistent messaging is a base requirement for advertising to work. All this combines to create a sense of mystery and an emotional anticipation for the products release. The best way to build good PR is to carefully maintain a good reputation over time and to avoid behaviors as an individual, company or corporation that might harm others. Require that subordinates adhere to the ethical requirements of the Code. c- Publicity-based public relations do not have 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. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). 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. A. 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. A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. 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. To serve the public interest by providing the widest choice of practitioner options. 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. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. Ayer & Son is credited with being the first ad agency to work on commission. It may seem that advertising is the biggest, most important element of the mass communication industry because its revenues fuel other types of mass media production, but advertising is only one piece of the marketing puzzle. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. Common PR activities include speaking at conferences, seeking industry awards, working with the press, communicating with employees, and sending out press releases. a. c- Publicity-based public relations do not have limitations. We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. 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. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). 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. 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. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. a- The most common publicity-based tool is the news Then, they might take an interest in a particular product as they learn more about its features. 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. The shoes also include a symbolic red dot on the toe with which to kick Nike. Here are three other ways to differentiate the two: 1. 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. An example of sponsorship is a concert tour presented by a bank or drink company. This is not a flight of fancy. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. Often software algorithms are used to decide who sees which targeted ad and when. 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. The result of this campaign was the popularization of diamonds as one of the necessary aspects of a marriage proposal (Reid, 2006). PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. B. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. b- Publicity-based public relations do not. It still moves people along the purchase funnel, but there is usually added value in this type of content. An effective public relations program continues over months or even years. No matter the public relations vehicle, there must be a common buyer that all parties want toreach. We can say with a degree of certainty that some people are directly influenced by some ads some of the time, and we can say that many people are indirectly influenced by ads almost all of the time. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. We respect all opinions and support the right of free expression. During the tactics phase, the PR group decides on the means to implement the strategies they formulated during the strategy phase. please help me to solve these They may also conduct research on the potential results to better understand the cost and benefits of the campaign. We are all publishers now. Advertising professionals will often argue that the best branding helps define and redefine the product over time so that the product only exists in consumers minds as advertising has described it, but marketing gets into the business of deciding what products to make, how to promote them, whom to market them to and when to stop making them. These stories were then given out to selected fashion magazines. release. This is not to overstate the third-person effect. 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. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. 2003-2023 Chegg Inc. All rights reserved. One key point made in this visual history is that non-branded newspaper ads would often outnumber branded ads in the early days of the newspaper industry. We acquire and responsibly use specialized knowledge and experience. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. Determining the attitudes and behaviors of groups to plan public relations strategies. 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. Public relations is not considered a management function. The brand may need to establish itself with an awareness campaign. What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. Like other theories related to persuasion in the mass media the behavioral influences it identifies have to contend with other social forces to influence behavior. e- Publicity is not part of public relations. A. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. We serve the public interest by acting as responsible advocates for those we represent. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. Some of these campaigns have become particularly significant for their lasting influence or creative execution. A) Public relations focuses on image, whereas advertising focuses on sales. Core Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society. correct incorrect. Internal policies should be changed to minimize a repeat of the crisis situation. When the Russian space station Mir was set to crash land in the Pacific Ocean in 2001, Taco Bell created a floating vinyl target that the company placed in the Pacific. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. 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. Taco Bell promised to give every American a free taco if the space station hit the target. There is a theory in the study of mass communication called the third-person effectthat says we tend to think advertising is effective but we believe that it does not affectus. Politics and PR have gone hand in hand since the dawn of political activity. Disclose financial interest (such as stock ownership) in a clients organization. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. Building and managing relationships with those who influence an organizations or individuals audiences is critical in public relations. It originates from the public rath Show tab overview It is free. If necessary, activate the crisis management team. Now the concern has become a self-fulfilling prophecy. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. S-M-C-R assumes that the sender comes first and the receiver comes last. b- The most common publicity-based tool is the press Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. 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. Both parties make use of a back-and-forth discussion. limitations. d- Event sponsorship is not an effective public relations For example, the tobacco industry offers a good case study of the migration from advertising to PR. We are accountable for our actions. It can be quickly undone by PR crises such as the BP oil spill. The PR campaign of the Body Shop made it one of the great success stories of the early 1990s, but the unfounded nature of its PR claims undermined its image dramatically. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. A brand should aim to have the same problem statement, . Which of the following statements about advertising is correct? Commercial ventures also rely on this model. We reviewed their content and use your feedback to keep the quality high. Receivers almost immediately become senders in a network. The goal of the public information model is to release information to a constituency. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. a- Marketers cannot control whether the media choose to publish their public relations material. Content marketing means this is no longer the case. Other forms of media include newspapers, television programs, radio stations, and magazines. Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. Lasswells model asked five simple questions:who (Sender) sent what (Message) through whichchannel (Channel) to which audience (Receiver) and with what effect. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. Even anticommercial, antibrand groups such as Adbusters have created brands to send messages. In other words, it is known as the first modern ad agency. In a sense, governmental propaganda is PR, but the client is a country. Im a savvy shopper. How does the bread and milk effect work? Serving as one of the major sources of media information in a crisis is a means of maintaining control. . 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. A media reaction plan should include a company media representative as part of the crisis management team. 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. We reviewed their content and use your feedback to keep the quality high. 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. C. The city government of New Orleans refused to accept offers of federal assistance. The idea is to move people in straightforward steps toward desired behaviors; however, there are complex processes of cognition and persuasion that underlie consumer decisions. Journalists often have the opposite interest because reporting on conflict is interesting. It is important to differentiate between the two. At the time of his trip, Franklin was an international celebrity, and the fashionable society of Paris celebrated his arrival; his choice of a symbolic American-style fur cap immediately inspired a new style of womens wigs. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Chemical companies should prepare for chemical spills. relations? Disclose promptly any existing or potential conflict of interest to affected clients or organizations. Professional agents seek media coverage for a client, product, or event. After considering all of these factors, practitioners are better educated to select the best type of campaign. Which of the following statements about public relations is not correct? c- Event sponsorship is not an effective public relations I go to a cafe around the corner to do some thinking and writing, away from the hurly-burly of the office, and everyone in that cafe has a Mac. Rice futures went up and up out of fear that people were stockpiling rice. Conversely, dont blow minor incidents out of proportion or allow others to do so. Public Relations Society of America Inc. There are sections on content marketing and other forms of persuasion. By the mid-1990s, however, revelations about the unethical treatment of franchise owners called this image into serious question. By facilitating a back-and-forth discussion that results in mutual understanding and an agreement that respects the wishes of both parties, this PR model is often practiced in town hall meetings and other public forums in which the public has a real effect on the results. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. 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. relations? Im not Homer Simpson looking at billboards.. Read and think before you share. In cases when consumers have discovered that trusted sources were content marketers rather than independent reviewers, the revelations have created public relations problems for the brands. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. There is also a thought process that defines a fifth P; Public Relations, and that it should be counted separately from the fourth P of promotion. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. Below the line (BTL) advertisingrefers to more one-on-one marketing approaches which can include targeted social media campaigns, direct mail marketing, point-of-sale ads, coupons and deals, and email and telemarketing appeals. 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. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. The campaign began by giving diamonds to famous movie stars, using their built-in publicity networks to promote De Beers. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. 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. Be in good academic standing. 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. They said they were about values. Consumer behavior is about as unpredictable as other forms of human behavior. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. 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. We are faithful to those we represent, while honoring our obligation to serve the public interest. As the readership of traditional media shift to online media, so has the focus of many in public relations. It is important to make amends to those affected and then do whatever is necessary to restore the organizations reputation in the community. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. 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). Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. Being prepared for harmful situations is imperative. conference. The persuasive communication model, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. He was concerned about another World War starting between the United States and China. E. Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. 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). Want to create or adapt books like this? Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. 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. 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. It has become easy for individuals and fake accounts to publish information into the worlds information glut. PR can generate media attention or attract customers, and it can also ease communication between a company and its investors, partners, and employees. Experts are tested by Chegg as specialists in their subject area. 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.