As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. Media, society, and culture will always influence you to some degree, but they are also yours to try to control. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. Each of us sets an example for each other as well as other professionals by our pursuit of excellence with powerful standards of performance, professionalism and ethical conduct. b. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. (Recall that legacy media has been defined previously in this text to refer to platforms in existence before the transition to digital.) 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). Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). All the more reason to maintain good longstanding relationships with your consumers. Rather than displaying one commercial for several months, the BTL social media campaign might be made up of dozens of targeted videos, tweets, influencer posts and online ads. Act in the best interests of the client or employer, even subordinating the members personal interests. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. In recent years, branding has become an important part of national political campaigns. correct incorrect. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. 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. In a sense, governmental propaganda is PR, but the client is a country. ATL and BTL advertising can work hand in hand. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. 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. They may come in the form of messages from Twitter bots,botnets,collections of fake social media profiles run by software or blogs, or email spam. In response, the tobacco industry began using PR techniques to increase brand presence. Expert consultants develop a specific communication plan to help achieve organizational goals. The idea of inbound marketing is that you bring people in to learn about your product using content marketing and then you can make sales to them in the context of a relationship where they found you rather than vice versa. Also diverts attention away from public discussions if damaging. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. Advertising is synonymous with public relations. To build trust with the public by revealing all information needed for responsible decision making. Its. c- Publicity-based public relations do not have Other forms of media include newspapers, television programs, radio stations, and magazines. On one level, advertising is a simple concept. correct incorrect. McCains competitor, Barack Obama, also employed branding strategies. How does the bread and milk effect work? A company sends out customer satisfaction surveys; company Facebook groups and message boards. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership. Individual information consumers must take responsibility for their own consumption and for what they spread. Politics has also embraced branding. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. The campaign came up with the word biosolids to replace the term sludge. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. What you call love was invented by guys like me to sell nylons. Don Draper, fictional advertising executive from the AMC seriesMad Men. It is also possible to set up a communication system that can be activated in almost any emergency situation. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). The purchase decision is ultimately a personal one. their public relations material. An early example of this kind of branding was Nikes product endorsement deal with Michael Jordan during the 1990s. The crisis communication plan should be revised based on any new learnings. Lobbying can be part of a government affairs program. Now the doctrine is you respond instantaneously, and where possible with a strong counterattack. 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. And yet we do know that advertising works at least to influence behavior. Social media has accelerated the speed at which information about a crisis can spread; the viral affect of social networks such as Twitter means that stakeholders can break news faster than traditional media, which makes managing a crisis harder. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. A. Click here for more information on what you can expect in a public relations career. There are sections on content marketing and other forms of persuasion. Government propaganda is a good example of this model. 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. 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). A companys control over what its brand symbolizes can also lead to branding issues. Scientists even speculated on the chances of the station hitting the targetslim to none. 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. There are also ethical concerns. C. Public relations has the same objectives as product and service promotion. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). We view the Member Code of Ethics as a model for other professions, organizations and professionals. 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. Most modern corporations employ the persuasive communication model. 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. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. c- Publicity-based public relations do not have limitations. One example is propagandist techniques created by news media outlets in North Korea. 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. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. d- Marketers can control whether the media choose to publish We reviewed their content and use your feedback to keep the quality high. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. Identifying and addressing issues of public concern that affect an organization. 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). B. 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. 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. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. The history of the public relations field is often misunderstood. Such research can be used to generate mutual understanding or influence and persuade publics. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. Done well, branded content can be seen as more authentic than advertising content, and it can be cheaper to produce and disseminate. 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. Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests. Thong-clad actor Sacha Baron Cohen promotes Bruno by landing in Eminems lap at the 2009 MTV Video Music Awards. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). limitations. An established method of inbound marketing is to write a blog or develop a podcast that attracts audiences who come for information and who stay for the delicious products. Politicians communicate with their constituents and make their message known using PR strategies. By acquiring a major solar company, BP became the world leader in solar production and in 2005 announced it would invest $8 billion in alternative energy over the following 10 years. We are faithful to those we represent, while honoring our obligation to serve the public interest. Todd Hunt and James Grunig developed a theory of four models of PR. 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. d- Event sponsorship is not an effective public relations A member employed by a client organization shares helpful information with a counseling firm that is competing with others for the organizations business. All this combines to create a sense of mystery and an emotional anticipation for the products release. Actively pursue personal professional development. It isnt always pretty. Some experts think of public relations more broadly. Viewing public relations as a key management function of a business or an essential strategy to manage ones individual reputation will help accomplish important goals such as establishing trust among key publics, increasing news media and social media presence, and maintaining a consistent voice across communication platforms. This is not conceptually complicated. 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 . Advertising influences brand and product awareness in individuals and in groups. D. In addition to businesses, advertising is used by many types of organizations. 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. B. Online advertising and social media marketing have made it possible to target people with personal messages but still purchase the ads on a massive scale. He was concerned about another World War starting between the United States and China. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. Interest refers to the somewhat narrower subset of people who are prospective customers. 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. The basic definition of advertising is a message or group of messages designed with three intentions: to raise awareness in the population about brands, products and services; to encourage consumers to make purchases; and, ultimately, to inspire people to advocate for their favorite brands. 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. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. 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. Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. Global PR is a $14 billion industry. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. The new name, Xe Services, was the result of a large-scale PR campaign to distance the company from associations with civilian violence (Associated Press, 2009). 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. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). Sometimes it helps us to understand an element of mass media if we discuss when it all goes wrong. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. ATL campaigns most often include television, radio and print ads as well as sponsorships. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. (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? 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. Positive, assertive communication focuses attention on the most important aspects of the problem and moves the process forward to resolution, even in the face of antagonistic news media. Emphasis on enforcement of the Code has been eliminated. Creating and maintaining investor confidence and building good relationships with financial community. Twitter and Instagram followers and Facebook friends can easily be bought. In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. 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. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. 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. These public conversations often take place through mass media and social media, which is why public relations professionals need to understand how to work with and write effective messages for the media. C. The city government of New Orleans refused to accept offers of federal assistance. Which statement about government response to Hurricane Katrina is correct? In a sense, content marketing allows a brand to create a more human profile in digital spaces. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. The correct option is A. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. 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 fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. The history of the public relations field is often misunderstood. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. This more traditional form of mass media advertising is still a multibillion-dollar industry, but with data-driven targeting capabilities, brands can reach people based not only on general demographic characteristics but on specific behaviors as well. It is about earning free news and social media coverage, but perhaps most importantly it is about managing crises so that people are not given a reasonnot to buy your products. Not every institutional organization can have a huge PR budget, but the practices can be taught to just about any small business owner. 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). Relating directly with legislatures and regulatory agencies on behalf of an organization. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. Undertaking activities within a community to maintain an environment that benefits both an organization and the community . These models serve as guidelines to create programs, strategies, and tactics. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. Internal policies should be changed to minimize a repeat of the crisis situation. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. Public relations is not considered a management function. 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. Helping people to survive is one of the primary functions of journalism. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. Awareness is associated with broad market potential. We never mention the fact that we all have Macs. Which statement about staff and line agencies is TRUE? Be in good academic standing. The term symmetrical is used because the model attempts to create a mutually beneficial situation. 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. We are all publishers now. 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. 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.
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