Propaganda and PR messaging does not work immediately to bring about drastic changes in behavior. McCains competitor, Barack Obama, also employed branding strategies. 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. 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. For example, the tobacco industry offers a good case study of the migration from advertising to PR. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. 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. Individual information consumers must take responsibility for their own consumption and for what they spread. 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. Ultimately, the stunt gained Taco Bell global advertising (BBC World, 2001). 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. Advertising in the modern sense emerged between the mid-19th and early-20th centuries. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. Its. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. 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. It defines two general strategies or approaches known as above-the-line and below-the-line advertising before examining in detail the advertising funnel, or purchase funnel. A few other basic theories are introduced. The PRSA Code of Ethics applies to PRSA members. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. Besides the conflict during crisis situations between journalists and PR professionals, there are PR battles that go on between competing brands and between non-profits, corporations and government officials all the time. 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. To counter the bad press, the company launched a series of commercials featuring top Toyota executives, urging the public to keep their faith in the brand (Bernstein, 2010). 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. . A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. Which statement about staff and line agencies is TRUE? PR professionals now need to think about search algorithms, search engine optimization, social media trends, social media platform algorithms, social media influencers and social link sharing sites such as Reddit. 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. But media relations is the tip of the iceberg. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. a. Which statement about government response to Hurricane Katrina is correct? Then, it discusses the history of advertising. tool. d- Marketers can control whether the media choose to publish 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. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. These chats aimed to justify many New Deal policies, and they helped the president bypass the press and speak directly to the people. b. 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. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. 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. We respect all opinions and support the right of free expression. These models serve as guidelines to create programs, strategies, and tactics. 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. So much data exists on individual users and on the behavior of similar people who have made similar purchases that advertisers can try to target people at precisely the right moment to influence their purchase decisions. 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. 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. Stakeholder theory identifies people who have a stake in a given institution or issue. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. The image below outlines other differences. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. A. A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? Corporations engage in PR combat all the time, though they often try to work undetected. C. The city government of New Orleans refused to accept offers of federal assistance. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. 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. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. 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. We never mention the fact that we all have Macs. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. Publicity on these channels can be worth tens or hundreds of thousands of dollars. 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. It is much less about promoting specific brands and more about promoting and maintaining the image of a brand, company or large corporation. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. The Blackspot logo is a simple round dot that looks like it has been scribbled with white paint, as if a typical logo had been covered over. S-M-C-R assumes that the sender comes first and the receiver comes last. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. 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. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. Instead, the point is that consistent messaging is a base requirement for advertising to work. The member represents a competitor company or a conflicting interest without informing a prospective client. This indicates a broad marketplace narrowing to the group of actual customers. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. It has become easy for individuals and fake accounts to publish information into the worlds information glut. Act promptly to correct erroneous communications for which the member is responsible. conference. 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. Finally, we presume that they will behave in certain ways because of the message and because of our preconceptions about different groups. Relating with other firms in the industry of an organization and with trade associations. Core Principle Client trust requires appropriate protection of confidential and private information. Disseminating planned messages through selected media to further an organizations interests. The purchase decision is ultimately a personal one. The goal of the public information model is to release information to a constituency. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. 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. Now here is whats interesting about the third-person effect. The amount of money spent on traditional media channels has declined as more and more readers have turned to favor online and social media news sources. In many ways, marketing (particularly content marketing) bridges the concepts of advertising and public relations because it includes content production similar to advertising and it establishes relationships with consumers, which is the ultimate purpose of PR. It is important to differentiate between the two. The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. Government propaganda is a good example of this model. Put simply, above the line (ATL) refers to methods of advertising that target mass audiences on mass media platforms with messages usually designed from a one-to-many point of view. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. (Public relations View the full answer Transcribed image text: all AT&T 2:49 4 Exit 1 Which is an accurate statement about public relations? b. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. Advertising is synonymous with public relations. The slow federal response was a public relations disaster for the Bush administration. Actively pursue personal professional development. Im not Homer Simpson looking at billboards.. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). relations? To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. 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. Marketing professionals worry about all four and consider advertising as just one part of the promotion category. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. Lobbyists make demands on politicians but also push agendas on mass media and social media platforms. Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. Communication managers assist in the strategic planning of an organizations communication efforts. As the readership of traditional media shift to online media, so has the focus of many in public relations. . The CEO of BP,Anthony Bryan Tony Hayward, lost his job because he made a major PR blunder when he said he just wanted his life back. Eleven people were dead. He thought that a friendship might lead to democracy in China. A companys control over what its brand symbolizes can also lead to branding issues. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. Probably the most important difference between marketing, public relations, and advertising is the primary focus. Awareness is associated with broad market potential. It is difficult to do well, of course. HubSpot has adeck of 472 slides that presents a narrative about the history of advertising. Both parties make use of a back-and-forth discussion. Accurately define what public relations activities can accomplish. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. Historically, PR depended on other media platforms such as TV, newspapers and magazines to promote its content. D) Public relations is a strategy to . Preserve the integrity of the process of communication. We are accountable for our actions. Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. Practically, PR campaigns strive to use the free press to encourage favorable coverage. Some 45,000 people turned out for this event; families gave up their beach holidays simply to come to a Saturn manufacturing plant in Tennessee to socialize with other Saturn owners and tour the facility. This process can involve devising specific communication techniques and selecting the forms of media that suit the message best. This explains why negative news gets so much more attention than positive news. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. A. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. Protect yourself and those you share information with. An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. 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. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. Although line agencies serve primarily in a support capacity, they may also have groups that perform the agencies' designated tasks. Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. Draws attention to public conversations and media coverage. At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. 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. 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. 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. 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. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the 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. limitations. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. 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. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. a. Conversely, dont blow minor incidents out of proportion or allow others to do so. There was a time when many companies did not see the value of public relations, unless a crisis happened. Line agencies perform tasks and administer programs, while staff agencies furnish advice and give assistance. 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. This is not to overstate the third-person effect. 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. During the strategy phase, PR professionals usually determine objectives focused on the desired goal of the campaign and formulate strategies to meet those objectives. Act in the best interests of the client or employer, even subordinating the members personal interests. Together, communication managers and technicians play a vital role in relationship building and the management of a brand. 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. Determining the attitudes and behaviors of groups to plan public relations strategies. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. limitations. correct incorrect. Regardless of its purpose, a typical campaign often involves four phases. For example, PepsiCo owns the Pepsi brand but also Frito Lay, Gatorade and Quaker, among others. Disclose financial interest (such as stock ownership) in a clients organization. One example is propagandist techniques created by news media outlets in North Korea. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. Examples of Improper Conduct Under this Provision: Core Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment. 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. In response, the tobacco industry began using PR techniques to increase brand presence. e- Publicity is not part of public relations. (Recall that framing was defined in Chapter 9.) You'll get a detailed solution from a subject matter expert that helps you learn core concepts. Internal policies should be changed to minimize a repeat of the crisis situation. Chapter 1 - History, Impact, and The Big Picture, Chapter 2 - Digital Culture and Social Media's Impact on Public Relations, Chapter 4 - Integrated Marketing Communications (IMC) and Public Relations, Chapter 5 - Why Public Relations Writing Matters, Chapter 6 - The Role of Writing in Public Relations, Chapter 7 - Public Relations Writing Basics, Chapter 8 - Ethical and Legal Considerations, Chapter 9 - Tools and Tactics for the PR Toolbox, Chapter 10 - Establishing a Professional Portfolio. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. The first rule of crisis communications is to plan ahead by anticipating the kinds of problems your company might have. 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. 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. US Citizen or permanent resident. 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. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002).

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