Twitter and Instagram followers and Facebook friends can easily be bought. In this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. Branding focuses on the lifestyles and values inherent in a brands image as opposed to the products that are manufactured. Handling unfavorable publicity means being honest with consumers and putting public interest first. Employing a combination of activities, designed to sell a product, service, or idea, including advertising, collateral materials, publicity, promotions, direct mail, trade shows, and special events. Newspapers across the country cut ties with Adams after he went on a racist rant on his YouTube show. 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. b. A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. The PRSA Code of Ethics applies to PRSA members. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Businesses communicate information to gain desired results. In recent years, branding has become an important part of national political campaigns. We are all publishers now. It is often thought of as deception, but this is not always the case. Recently Toyota faced a marketing crisis when it instituted a massive recall based on safety issues. This article from PRSA provides tips to those beginning a career in public relations. 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. 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. However, this book focuses on a public relations approach based particularly on writing for the media. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. 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. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. 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. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. 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. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. 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. It is important to ensure that the information across all channels is accurate and as complementary as possible. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) For most of the 20th century, the shorthand definition of PR was that it was like advertising only instead of paying a media outlet to run a message, you sent the message out to journalists and other gatekeepers (see Chapter 7) in the hopes that they would share the information as news. Public Relations Society of America Inc. Some experts think of public relations more broadly. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. 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. 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. Advertising is challenging enough when products do not raise ethical dilemmas. Recall that advertising tends to focus on brands and products. PR is how brands manage the spread of their information, so it's similar to branding. Then it worked to encourage the use of this term as a way to popularize sewage as a fertilizer, providing information to public officials and representatives. a- Marketers cannot control whether the media choose to publish To be considered effective, this model requires a measured response from its intended audience. So, what did people do? BTL messages still reach large numbers of people, but they are by definition more tailored than ATL ads. We are accountable for our actions. The scenarios outlined in the Code provision are actual examples of misconduct. PR techniques have been used in propaganda efforts throughout the 20th century. In 1992, the U.S. Environmental Protection Agency adopted the new term and changed the classification of biosolids to a fertilizer from a hazardous waste. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. Desire is an even smaller group of people who are real prospects as customers and at the action point, the funnel narrows where the real customers are located. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). Today there are about 500,000 ad agencies in the world of all shapes and sizes. Preserve intellectual property rights in the marketplace. His outrageous attempts at publicity worked because he was not worried about receiving negative press; instead, he believed that any coverage was a valuable asset. Percentage of sales Objective & task Affordable Competitive parity Question 3 1 pts Multiple Select: Disney World is a mature product and a cash cow. 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). 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. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. The most common types of content created in this context besides blog content are social media profiles and posts, sponsored content in social media spaces and even viral video and meme chasing. Instead, the point is that consistent messaging is a base requirement for advertising to work. When a public relations practitioner is working in the field, they build a list of relationships that becomeassets, especially in media relations. Knowing that advertising can influence peoples awareness and purchase decisions, we tend to develop a sort of double delusion where we think other people are probably affected more than they are, and we think we are influenced less than we are. For instance, they may argue that political lobbying is a form of public relations because lobbyists engage in communication activities and client advocacy in order to shape the attitudes of Congress (Berg, 2009). 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. 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. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. The aim is to persuade the public, investors, partners, employees, and otherstakeholdersto maintain a certain point of view about the company and its leadership, products, or political decisions. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. Which statement about staff and line agencies is TRUE? The company created stories about celebrity proposals and gifts between lovers that stressed the size of the diamonds given. 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. I did a disservice to the American people not by putting forth a bad plan, but by not being a better brander, not being able to explain it better (Kiley, 2008). It is difficult to do well, of course. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Lobbying can be part of a government affairs program. These values are the fundamental beliefs that guide our behaviors and decision-making process. 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. c- Event sponsorship is not an effective public relations Providing advice to management concerning policies, relationships, and communications. Qualifications. 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. 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). . 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. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. By the mid-1990s, however, revelations about the unethical treatment of franchise owners called this image into serious question. Public relations. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). 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. 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? A media reaction plan should include a company media representative as part of the crisis management team. This is not to overstate the third-person effect. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. The most common . 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. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. . 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. a- The most common publicity-based tool is the news We never mention the fact that we all have Macs. :), INTRODUCTION OF PUBLIC RELATIONSThrough proactive and reactive engagemen. B. Undertaking activities within a community to maintain an environment that benefits both an organization and the community . 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. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. First, practitioners identify and qualify the issue to be addressed. 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. Question 2 1 pts. The two-way symmetric model requires true communication between the parties involved. 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. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. Ultimately, the stunt gained Taco Bell global advertising (BBC World, 2001). 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. To build trust with the public by revealing all information needed for responsible decision making. Public relations is a concept every small business has to deal with at some point. 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. 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. d- Event sponsorship is not an effective public relations People are, in fact, buying up the bread and milk. 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. The funnel is split into four parts labeled Awareness, Interest, Desire, and Action. We advance the profession through continued professional development, research, and education. Then, it discusses the history of advertising. Colleges send informational brochures to potential students; a company includes an about section on its website. As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. Here, practitioners are negotiators and use communication to ensure that all involved parties benefit, not just the organization that employs them.