which statement about public relations is correct

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. 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. As previously stated in this text, social institutions such as your family, friends, church and workplace can influence your behavior in tandem with or contrary to what you see and hear in the mass media. . HubSpot has adeck of 472 slides that presents a narrative about the history of advertising. relations? Consider this example from Dr. William Sledzik, associate professor of journalism and mass communication at Kent State University:Can we realistically serve multiple stakeholders whose needs conflict? Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. Manufactured in union shops, Blackspot shoes contain recycled tire rubber and hemp fabric. Ultimately, from the advertisers point of view, the goal is not only to move the consumer to purchase the product but also to inspire them to advocate for the brand. b. In an ideal republic, Congressional representatives strictly employ this model. First, practitioners identify and qualify the issue to be addressed. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. D) Public relations is a strategy to . 4). He thinks that other people are going to feel the need to go out and buy up all of the bread and milk, so, aware of the threat and concerned about their behavior, he goes out and buys bread and milk. 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 Water Environment Federation, a lobbying group representing the sewage industry, initiated a campaign to promote the application of sewage on farms during the early 1990s. 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. He thought that a friendship might lead to democracy in China. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. Problem-solving facilitators provide crisis management to an organization during an obstacle. 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. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. 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. 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. BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). 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. A) Public relations focuses on image, whereas advertising focuses on sales. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. It is important to map out potential negative scenarios and have a PR plan for each one. 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. 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. Protect privileged, confidential, or insider information gained from a client or organization. Systematic process and planning of an organizations promotional efforts, Larger umbrella term that includes public relations and advertising, Focused on the promotion of products and/or services in order to drive sales, Audience is primarily customers or potential buyers, Paid media: companies have to pay for marketing efforts, Focused on creating a favorable public image through relationship building and reputation management. C) Special events are a type of public relations. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. Stakeholder theory identifies people who have a stake in a given institution or issue. 120 Wall Street, 21st Fl. 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 company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. Expert consultants develop a specific communication plan to help achieve organizational goals. Such a group can range from just one person to dozens of employees depending on the size and scope of the organization. release. Practically, PR campaigns strive to use the free press to encourage favorable coverage. However, the old trick is less effective in the modern digital world. These campaigns work to position a brand in the public arena in order to give it a sense of cultural importance. At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. Thus, advertising can be massively individuated that is, produced for mass audiences but having the appearance of personalized messages muchlike social media content. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. Corporations engage in PR combat all the time, though they often try to work undetected. 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. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. a- Marketers cannot control whether the media choose to publish From the mid-20th century on, advertisers conceptualized their work by breaking it down into one of two strategic categories: above-the-line and below-the-line methods. The gap between old PR methods and new ones became evident in 2006, when thenVice President Dick Cheney accidentally shot a friend during a hunting trip. PR often measures its worth in earned mediathe amount of free air time on TV or space in major newspapers and magazines that is earned by getting other mass media channels to tell your products stories without having to pay for ad space. Organizations attempt to persuade an audience to take a certain point of view. B) Advertising and public relations both give people and corporations direct control over the message. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. Individual information consumers must take responsibility for their own consumption and for what they spread. 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. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. Both parties make use of a back-and-forth discussion. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. Then, we presume that they will be influenced by those messages. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. Emotional connections are crucial to building a brand or lovemark. 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. It was founded in Philadephia in 1869. The correct option is A. That entire doctrine has come and gone. I dont just go out and buy whatever ads tell me to buy. c- Publicity-based public relations do not have limitations. 2003-2023 Chegg Inc. All rights reserved. For example, the tobacco industry offers a good case study of the migration from advertising to PR. The slow federal response was a public relations disaster for the Bush administration. 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. Relating directly with legislatures and regulatory agencies on behalf of an organization. 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. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). Although line agencies serve primarily in a support capacity, they may also have groups that perform the agencies' designated tasks. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Click here for more information on what you can expect in a public relations career. Investigate the truthfulness and accuracy of information released on behalf of those represented. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. This time, though, Mother Nature was not to blame. An audiences attitudes and beliefs about a company can greatly influence its success. 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. Strategists can also research the potential audience of the campaign. It can take the form of blog posts or entire blogs. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). 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. b. a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy. Even anticommercial, antibrand groups such as Adbusters have created brands to send messages. . Its. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership.

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