The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. Todd Hunt and James Grunig developed a theory of four models of PR. Wherever a message originates, even if it is as simple as clicking Share on Facebook, the S-M-C-R model starts again. 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. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). limitations. PR techniques have been used in propaganda efforts throughout the 20th century. This is not to overstate the third-person effect. 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. B. Your media health is as important as your sexual health. The third-person effect is also a major issue in race relations and partisan politics. We do not want anyone to beat us to the bread and milk. Broad strategies such as deciding on the overall message of a campaign and the best way to communicate the message can be finalized at this time. Content marketing done ethically offers financial transparency while providing valuable information and an emotional connection to the product for consumers. 4). C. Advertising is not useful for persuading an audience. Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. . How to Do PR: The Ultimate Guide to Public Relations in 2023 - HubSpot Public relations looks to build the relationships between organizations and stakeholders. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. A. Consumers who have been so successfully persuaded to purchase and enjoy a product that they try to persuade others to buy it too extend the reach of advertising potentially exponentially. Which of the following statements about public relations is true? A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. No matter the public relations vehicle, there must be a common buyer that all parties want toreach. Which statement about government response to Hurricane Katrina is correct? To build trust with the public by revealing all information needed for responsible decision making. please help me to solve these Serving as one of the major sources of media information in a crisis is a means of maintaining control. In recent years, branding has become an important part of national political campaigns. 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. PRSA is committed to ethical practices. Such research can be used to generate mutual understanding or influence and persuade publics. Investigate the truthfulness and accuracy of information released on behalf of those represented. The Evolving World of Public Relations : Beyond the Press Release by Professor Rosemary Martinelli is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted. correct incorrect. 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). It is important to ensure that the information across all channels is accurate and as complementary as possible. 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. 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. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. On the fifth anniversary of the Vietnam Veterans Memorial in 1987, Marlboros PR groups organized a celebration hosted by comedian Bob Hope. We are all publishers now. 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. Lobbyists also attempt to influence public policy using PR campaigns. The advent and increase of social media releases,search engine optimization, and online content publishing and the introduction of podcasts and video are relatedtrends. The member represents a competitor company or a conflicting interest without informing a prospective client. The campaign began by giving diamonds to famous movie stars, using their built-in publicity networks to promote De Beers. Awareness is associated with broad market potential. Advertising influences brand and product awareness in individuals and in groups. a- Marketers cannot control whether the media choose to publish their public relations material. Reading: Public Relations | Principles of Marketing - Lumen Learning Interest refers to the somewhat narrower subset of people who are prospective customers. 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. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. Work 37.5 hours per week and commit to a minimum of 375 hours for the duration of the internship. Stories of travels to exotic locations to research and develop cosmetics were completely fabricated, as was the companys reputation for charitable contributions. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. Require that subordinates adhere to the ethical requirements of the Code. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. 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. 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. Public relations uses multiple channels to generate public exposure. 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. Strategists can also research the potential audience of the campaign. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. The main objective of public relations is to maintain a positive reputation of the brand and maintain a strategic relationship with the public, prospective customers, partners, investors, employees and other stakeholders which leads to a positive image of the brand and makes it seem honest, successful, important, and relevant. Regardless of the fate of advertising, PR has clearly come to have an increasing role in marketing and ad campaigns. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. 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. To earn trust and mutual respect with clients or employers. E. Typically, shorter forms of public . Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. Which of the following statements is true about public relations? 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. Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? Chapter 11 Multiple-Choice Questions - Learning Link This thought highlights the growing value and performance of public relations to the marketing mix. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. Experts are tested by Chegg as specialists in their subject area. The ubiquity of modern advertising means the public is skeptical ofor even ignoresclaims advertisers make about their products. Roosevelts personal tone and his familiarity with the medium of radio helped the Fireside Chats become an important promotional tool for his administration and its programs. New technologies such as blogs have enabled virtually anyone to participate in the news gathering process, meaning that public relations practitioners must work with both . In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research. The profit in BTL marketing comes from reaching large audiences with tailored messages at specific times in relation to their previous purchasing and shopping behaviors. To build respect and credibility with the public for the profession of public relations. Sponsorship is often used as part of a public relations campaign. Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertisings effectiveness dwindled. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. New York, NY 10005-4024. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). The most common use of product placement is in films where characters use branded products. A great deal of Apples success comes from the companys mystique. For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. Rather, this is a tested theory demonstrated in multiple studies. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). The purpose is to squeeze as many people through the funnel as you can and to be able to identify the level of interest in a given market subset. Which of the following statements is true about public You can influence other people by what you read and share, and you are encouraged once again to be aware of where your news sources get their information. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. Often software algorithms are used to decide who sees which targeted ad and when. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. Former President Bill Clinton described his political battles in terms of a brand war: [The Republicans] were brilliant at branding. Abrandshould aim to have the same problem statement, industry viewpoint, or brandperceptionshared across multiple sources and media. 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. He was concerned about another World War starting between the United States and China. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. Providing advice to management concerning policies, relationships, and communications. These stories were then given out to selected fashion magazines. 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). An effective public relations program continues over months or even years. There is a time element that must be established in researching the effects of mass-mediated messages, but the point is that this simple model of propaganda became the basis for all sorts of media effects studies. Actively pursue personal professional development. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. Reflection is a critical step in learning and corporations are like any other social institution. By the mid-1990s, however, revelations about the unethical treatment of franchise owners called this image into serious question. 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. e- Publicity is not part of public relations. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. Such marketing is usually optimized for search engines, which is to say the posts are written to attract search engine attention as well as outside links, which also alerts search engines that this content is valuable. They employ ever-evolving techniques to try to stay ahead of information weary consumers. relations? Public relations is a strategy to persuade the public to a certain point of view c. Advertising and public relations both give people and corporations direct control over the message d. 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. More restrained examples of this type of PR include the modern phenomenon of faded celebrities appearing on TV shows, such as Paula Abduls long-running appearances on American Idol. The author of the original study noted that if there is news of a possible shortage, people sometimes buy up that item at grocery stores. questions. 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. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. B. correct incorrect. On what part of society does public relations have - Course Hero Taco Bell promised to give every American a free taco if the space station hit the target. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. They need to learn to survive and to thrive. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). As this connection spread throughout the country, Nike associated itself with Jordan and also with the emotional reaction he inspired in people. All this combines to create a sense of mystery and an emotional anticipation for the products release. 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. 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 more information on the differences between marketing, public relations, and advertising, read the following articles: According to Smith (2013), public relations practitioners can be placed in two groups based on responsibilities: communication managers and communication technicians. Such PR efforts eventually led to a treaty with France that helped the colonists win their freedom from Great Britain (Isaacson, 2003). Even if you do this, you might face a PR crisis. Protect yourself and those you share information with. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. Other forms of media include newspapers, television programs, radio stations, and magazines. The image below outlines other differences.