Our assumptions can be completely wrong and we may still find ourselves acting in ways to pre-empt or counteract the imagined behavior of the imagined other. There are different degrees of the third-person effect. 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. Disclose financial interest (such as stock ownership) in a clients organization. Advertising is challenging enough when products do not raise ethical dilemmas. 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. But media relations is the tip of the iceberg. Chemical companies should prepare for chemical spills. Which of the following statements is true about public Advertising professionals will often argue that the best branding helps define and redefine the product over time so that the product only exists in consumers minds as advertising has described it, but marketing gets into the business of deciding what products to make, how to promote them, whom to market them to and when to stop making them. 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. limitations. This personal application is perhaps the greatest evidence of the impact of advertising and PR on modern culture. correct incorrect. Line agencies perform tasks and administer programs, while staff agencies furnish advice and give assistance. On one level, advertising is a simple concept. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. Lobbying can be part of a government affairs program. In the early 1990s, for example, car company Saturn marketed its automobiles not as a means of transportation but as a form of culture. 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. This section describes a few notable PR campaigns over the years. The result of this campaign was the popularization of diamonds as one of the necessary aspects of a marriage proposal (Reid, 2006). Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. 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. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. Experts are tested by Chegg as specialists in their subject area. Journalists often have the opposite interest because reporting on conflict is interesting. 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. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. First, practitioners identify and qualify the issue to be addressed. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. An example of sponsorship is a concert tour presented by a bank or drink company. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. Identifying and addressing issues of public concern that affect an organization. Communication technicians write press releases, pitches, feature articles, and other communication materials and assist in event planning. The company created stories about celebrity proposals and gifts between lovers that stressed the size of the diamonds given. 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. To build trust with the public by revealing all information needed for responsible decision making. Public relations (PR) is the practice of using media channels to promote your organization and cultivate a positive public perception. Promoting harmful products can be damaging socially, professionally and personally. 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. At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. Even anticommercial, antibrand groups such as Adbusters have created brands to send messages. Even if you do this, you might face a PR crisis. Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. d- Marketers can control whether the media choose to publish 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. Advertising has always been about tapping into consumers existing needs or about creating a need and inserting a product to fill it. 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. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. Content marketing means this is no longer the case. In a famous campaign for Lucky Strike cigarettes, he convinced a group of well-known celebrities to walk in the New York Easter parade smoking Lucky Strikes. Determining the attitudes and behaviors of groups to plan public relations strategies. Following the third-person effect theory, an individual hears about a storm coming to the East Coast of the United States. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. 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. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. We are faithful to those we represent, while honoring our obligation to serve the public interest. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. Public relations is not considered a management function. c- Publicity-based public relations do not have 120 Wall Street, 21st Fl. Public relations also encompasses the following: Anticipating, analyzing and interpreting public opinion, attitudes and issues that might have an impact, for good or ill, on the operations and plans of the organization. Tobacco company Philip Morris started underwriting cultural institutions and causes as diverse as the Joffrey Ballet, the Smithsonian, environmental awareness, and health concerns. We serve the public interest by acting as responsible advocates for those we represent. E. A member intentionally leaks proprietary information to the detriment of some other party. 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. 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 companys first responsibility is to the safety and well-being of the people involved. Common PR activities include speaking at conferences, seeking industry awards, working with the press, communicating with employees, and sending out press releases. 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. Receivers almost immediately become senders in a network. To promote respect and fair competition among public relations professionals. The brand may need to establish itself with an awareness campaign. It is often thought of as deception, but this is not always the case. Counsel subordinates in proper ethical decision making. 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. We never mention the fact that we all have Macs. 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. 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. Advertising is a communication tool used by marketers in order to get customers to act. 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. In a sense, content marketing allows a brand to create a more human profile in digital spaces. There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. The third-person effect is also a major issue in race relations and partisan politics. 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. 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. It is the audience-building aspect of advertising. 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. Politicians communicate with their constituents and make their message known using PR strategies. . First, the consumer needs to be made aware of the brand and its products. c- Publicity-based public relations do not have limitations. 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. For example, the tobacco industry offers a good case study of the migration from advertising to PR. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. The shoes also include a symbolic red dot on the toe with which to kick Nike. An effective public relations program continues over months or even years. Once safety has been restored, the company needs to face the public and face the facts. Rice futures went up and up out of fear that people were stockpiling rice. (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? 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. Favorable reviews of the shows generated positive press for Marlboro. An important part of maintaining a consistent brand is preserving the emotional attachment consumers have to that brand. 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. Here is how the third-person effect works with regard to advertising: You might think upon seeing a clever advertisement, Sure, that ad probably got someone else to buy the product, but it doesnt influence me. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. 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. release. Finally, in PR there is the need to learn from mistakes and to analyze a company or corporations crisis responses. Specific criteria for evaluating the campaign when it is completed are also established at this time (Smith, 2002). A) Public relations focuses on image, whereas advertising focuses on sales. Companies develop brands and specific products they want to sell. questions. If necessary, activate the crisis management team. A great deal of Apples success comes from the companys mystique. It took almost three months to cap the oil gusher. Content produced for a brand should ethically be labeled as sponsored, but it is not always done. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. What you need to be able to do is to consider a source, consider how it is presenting its message, and consider the sources sources. The TIRC ran advertisements featuring the results of these studies, giving journalists who were addressing the subject an easy source to quote. 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. Mass media platforms may still be needed to reach mass audiences outside of a brands collection of fans and followers, but much goodwill can be generated by maintaining a proactive, positive and professional digital presence. Now here is whats interesting about the third-person effect. 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. This strategy served tobacco companies well up through the 1980s. Thank you!! Protect privileged, confidential, or insider information gained from a client or organization. In light of the improved public health conditions in San . BPs website featured a carbon footprint calculator consumers could use to calculate the size of their environmental impact (Solman, 2008). Lobbyists also attempt to influence public policy using PR campaigns. That entire doctrine has come and gone. Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. Which of the following statements about public relations is not correct? The advent and increase of social media releases,search engine optimization, and online content publishing and the introduction of podcasts and video are relatedtrends. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. 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. Creating and maintaining investor confidence and building good relationships with financial community. Emotional connections are crucial to building a brand or lovemark. Public relations focuses on image, whereas advertising focuses on sales b. 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. 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. C. Public relations has the same objectives as product and service promotion. More will be added as experience with the Code occurs. Effectively responding to any crisis means both controlling the public narrative and ameliorating any harm done, whether tangibly or to a companys reputation. While it is true that PR often tries to put a good face on companies with all manner of reputations and harmful business practices, it also serves charities, governmental services and small local businesses. It is important to make amends to those affected and then do whatever is necessary to restore the organizations reputation in the community. D. A. a. A companys control over what its brand symbolizes can also lead to branding issues. Rather, this is a tested theory demonstrated in multiple studies. Public Relations. Much like the Volkswagen ads half a century before, Toyota used a style of self-awareness to market its automobiles. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. The member represents a competitor company or a conflicting interest without informing a prospective client. Apple has successfully developed PR campaigns surrounding product releases that leak selected rumors to various press outlets but maintain secrecy over essential details, encouraging speculation by bloggers and mainstream journalists on the next product. We respect all opinions and support the right of free expression. The purchase decision is ultimately a personal one. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. Jarboe worked for a PR firm with offices in San Francisco and Boston, two of the most well-established technology markets in the country. Manufactured in union shops, Blackspot shoes contain recycled tire rubber and hemp fabric. Thus, advertising can be massively individuated that is, produced for mass audiences but having the appearance of personalized messages muchlike social media content. Discussion PointDo you think the two-way symmetrical model is plausible? Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. This is not to overstate the third-person effect. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. Before Obamas inauguration in January 2009, an unprecedented amount of merchandise was sold, a further testament to the power of branding (Alberts, 2009). In any emergency situation, it is imperative that a company put the public interest ahead of the organizations interest. Advertising most often focuses on brands and products rather than the companies and large corporations that own them. 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. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). We view the Member Code of Ethics as a model for other professions, organizations and professionals. This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). a- Marketers cannot control whether the media choose to publish Be honest and accurate in all communications. c. Although staff agencies serve primarily to operate public programs, they may have line . Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. Some of these campaigns have become particularly significant for their lasting influence or creative execution. 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. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. Scott Adams, creator of the "Dilbert" comic strip, works in his California studio in 2006. 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. 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. A media reaction plan should include a company media representative as part of the crisis management team. For example, utility companies often include fliers about energy efficiency with customers bills, and government agencies such as the IRS issue press releases to explain changes to existing codes. Sometimes we even base our behavior on what we think other people will do after receiving a message in the mass media. C. The city government of New Orleans refused to accept offers of federal assistance. 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. d- Event sponsorship is not an effective public relations Expert Answer 100% (5 ratings) Answer The accurate statement about public relations is; it includes the use of speeches, corporate websites and special events sponsorships. Which of the following statements is true about public relations? 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. 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. A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. The new PR-oriented model of branding focuses on the overall image of the company rather than on the specific merits of the product. Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. 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. Providing advice to management concerning policies, relationships, and communications. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertisings effectiveness dwindled. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. Then, we presume that they will be influenced by those messages. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. So, what did people do? Question 2 1 pts. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. Whereas advertising is the paid use of media space to sell something, public relations (PR) is the attempt to establish and maintain good relations between an organization and its constituents (Theaker, 2004). Which statement below correctly summarizes President Nixon's reasons for pursuing friendlier relations with China? 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. In this manner, brands can engage with potential and repeat customers. 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. 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. This explains why negative news gets so much more attention than positive news. 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). The fishing and tourism industries of Louisiana, Mississippi and parts of Texas, ravaged by hurricanes just years before, were being threatened again. Click here for more information on what you can expect in a public relations career. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. 2003-2023 Chegg Inc. All rights reserved. You can imagine other people foolishly thinking a winter storm is going to be worse than it is and you can think to yourself you had better buy the bread and milk before those fools, but to them, you have become the fool. Accurately define what public relations activities can accomplish. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. Politics and PR have gone hand in hand since the dawn of political activity. Preserve the integrity of the process of communication. 4). 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. Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. Reveal the sponsors for causes and interests represented. release. Stories of travels to exotic locations to research and develop cosmetics were completely fabricated, as was the companys reputation for charitable contributions. 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. 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. 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.