One key point made in this visual history is that non-branded newspaper ads would often outnumber branded ads in the early days of the newspaper industry. HubSpot, the advertising company that provided the quick history of advertising early on in this chapter alsogets credit for helping to popularizeinbound marketing. a- Marketers cannot control whether the media choose to publish their public relations material. ATL and BTL advertising can work hand in hand. To fully understand the power of inbound marketing, ask yourself if you have ever become a brand advocate. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. 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. Advertising is synonymous with public relations. release. More is expected of advertisers than to put interesting messages in front of the right people based on general demographics. The most common . Helping people to survive is one of the primary functions of journalism. Emphasis on enforcement of the Code has been eliminated. b. The positive PR campaign presented Toyotas as cars with a high standard of excellence, backed by a company striving to meet customers needs. All this combines to create a sense of mystery and an emotional anticipation for the products release. PR pros often work with journalists to cover negative stories with clarity and honesty rather than trying to hide the facts about a crisis. In 2000, BP began a campaign presenting itself as Beyond Petroleum, rather than British Petroleum, the companys original name. It is also possible to set up a communication system that can be activated in almost any emergency situation. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. As difficult as it might be to go back and discuss where communication failed, it is essential. The campaign came up with the word biosolids to replace the term sludge. Despite the cynical outlook of many Americans regarding commercial claims, the notion that Apple is a symbol of individualism has been adopted with very little irony. To promote respect and fair competition among public relations professionals. Now the doctrine is you respond instantaneously, and where possible with a strong counterattack. The funnel is split into four parts labeled Awareness, Interest, Desire, and Action. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. 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. 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. B. This explains why negative news gets so much more attention than positive news. Thus, the S-M-C-R model will often include measures looking at how much noise gets into the system and looking at what happens when receivers immediately start their own S-M-C-R processes. . It still moves people along the purchase funnel, but there is usually added value in this type of content. This is not to overstate the third-person effect. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). Public Relations Society of America Inc. 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. An example of sponsorship is a concert tour presented by a bank or drink company. 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. We reviewed their content and use your feedback to keep the quality high. There was a time when many companies did not see the value of public relations, unless a crisis happened. Interest refers to the somewhat narrower subset of people who are prospective customers. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. 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. Both parties make use of a back-and-forth discussion. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. To earn trust and mutual respect with clients or employers. C) Special events are a type of public relations. The crisis communication plan should be revised based on any new learnings. They can be a quick response to a crisis or emerging issue, or they can stem from a long-term strategy tied in with other marketing efforts. It can take the form of blog posts or entire blogs. Eventually, Nike created a vice president for corporate responsibility to deal with sweatshop issues.2. 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. Corporations engage in PR combat all the time, though they often try to work undetected. Draws attention to public conversations and media coverage. D. In addition to businesses, advertising is used by many types of organizations. Before entering a managerial role, most public relation practitioners begin their career as a communication technician. The correct option is A. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). Problem-solving facilitators provide crisis management to an organization during an obstacle. Its. These chats aimed to justify many New Deal policies, and they helped the president bypass the press and speak directly to the people. However, the old trick is less effective in the modern digital world. 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. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. Recall that advertising tends to focus on brands and products. Advertising is challenging enough when products do not raise ethical dilemmas. Favorable reviews of the shows generated positive press for Marlboro. The history of the public relations field is often misunderstood. 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. Responding to concerns, informing, and motivating and organizations current employees or members. If you have advocated for a brand and sent people looking for it online, you have probably become part of someones inbound marketing strategy. The groups working against smoking were not familiar with media relations, making it harder for journalists to quote them and use their arguments. 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. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. A. Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. This video from Kate Finley, chief executive officer of Belle Communications, explains what it is like to work at a public relations agency. b. Professional agents seek media coverage for a client, product, or event. B. Events such as the 1994 Saturn homecoming sought to encourage this sense of belonging. Some press releases and newsletters are created based on this model, when audiences are not necessarily targeted or researched beforehand. The purchase decision is ultimately a personal one. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. More recently, Blackwater Worldwide, a private military company, dealt with criticisms of its actions in Iraq by changing its name. I dont just go out and buy whatever ads tell me to buy. It is important to have a crisis management team who can handle these situations. Want to create or adapt books like this? Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. 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. . Despite his many years of service in the U.S. Senate, John McCain famously adopted this brand during the 2008 presidential election. Often, above the line implies that the ad or ad campaign a series of related ads meant to work in tandem appears onlegacy media platforms. 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. The campaign began by giving diamonds to famous movie stars, using their built-in publicity networks to promote De Beers. correct incorrect. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. Now here is whats interesting about the third-person effect. Lobbyists also attempt to influence public policy using PR campaigns. The member represents a competitor company or a conflicting interest without informing a prospective client. Simply put, public relations helps to influence an audiences perceptions by building relationships and shaping public conversations about a client or company. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. 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. This process can involve devising specific communication techniques and selecting the forms of media that suit the message best. Systematic process and planning of an organizations promotional efforts, Larger umbrella term that includes public relations and advertising, Focused on the promotion of products and/or services in order to drive sales, Audience is primarily customers or potential buyers, Paid media: companies have to pay for marketing efforts, Focused on creating a favorable public image through relationship building and reputation management. A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. Marketing emphasizes the promotion of products and services for revenue purposes. 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. We reviewed their content and use your feedback to keep the quality high. Regardless of its purpose, a typical campaign often involves four phases. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. Costco and Sams Club even put limits on the number of large bags of rice people could purchase. 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 . 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. The brand may need to establish itself with an awareness campaign. Emotional connections are crucial to building a brand or lovemark. PR campaigns promoted the image of the Saturn family, associating the company with powerful American values and giving Saturn owners a sense of community. Public service announcements like the one that shows your brain and your brain on drugs.. Core Principle Client trust requires appropriate protection of confidential and private information. 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. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. 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. 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. It is wide and the top and narrows at the bottom. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation in the marketplace. The advertising rule of seven is a rule of thumb, or what social scientists call a heuristic, which suggests that people need to see an advertisement seven times before they act on it. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. Corporations, conveniently, grew large enough to have massive budgets to spend on advertising. Public relations people can use these various platforms andchannelsto publish press releases. They employ ever-evolving techniques to try to stay ahead of information weary consumers. While advertising is an essential aspect of initial brand creation, PR campaigns are vital to developing the more abstract aspects of a brand. Then, they research the organization itself to clarify issues of public perception, positioning, and internal dynamics. Propaganda and PR messaging does not work immediately to bring about drastic changes in behavior. 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. PR can generate media attention or attract customers, and it can also ease communication between a company and its investors, partners, and employees. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. The Body Shop had spent a great deal of time and money creating its progressive, spontaneous image. It works like this: We hear a message that a winter storm is coming, and we worry that other people will be easily influenced by that news. This audience may include media outlets, constituents, consumers, and competitors. Serving as one of the major sources of media information in a crisis is a means of maintaining control. Sports teams will probably not prepare for environmental disasters, but they may have to prepare for the social media scandals that players sometimes land themselves in. 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. Marketing versus PR: Five ways to tell the difference, The real difference between public relations and advertising, incredible and would have been unimaginable 20 years ago, promoted alongside the activity or content, refers to more one-on-one marketing approaches, limits on the number of large bags of rice people could purchase, where the messages and perceived outcomes are thought to be negative (note the section on Perloff), oil gusher erupt in the Gulf of Mexico on April 20, 2010, Next: Chapter 4 Integrated Marketing Communications (IMC) and Public Relations, Creative Commons Attribution 4.0 International License. We often presume that we know how individuals from other groups will think because we have seen messages in the media and we presume to know how the other will respond. E. Typically, shorter forms of public . relations? A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees. 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. a. Instead, the point is that consistent messaging is a base requirement for advertising to work. Some of them also deal with crisis communication and help to salvage a brands integrity and reputation during a negative event. 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. Businesses communicate information to gain desired results. 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? Inbound marketing is advertisings answer to de-massification. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. Disclose financial interest (such as stock ownership) in a clients organization. Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. Communicating with individuals and groups in various cultural groups. PR campaigns occur for any number of reasons. C. Advertising is not useful for persuading an audience. One example is propagandist techniques created by news media outlets in North Korea. Both product placement and sponsorship decisions are based on a sharedtargetmarket. questions. This time, though, Mother Nature was not to blame. PRSA is committed to ethical practices. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. a. The slow federal response was a public relations disaster for the Bush administration. For example, a politician might decide to target your brand regardless of whether your business practices are ethical. 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. Communication technicians write press releases, pitches, feature articles, and other communication materials and assist in event planning. In a sense, governmental propaganda is PR, but the client is a country. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. We never mention the fact that we all have Macs. Grunig and Hunt (1984) developed four models of public relations that describe the fields various management and organizational practices. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. As it turned out, the Kuwaiti girl was really the daughter of the Kuwaiti ambassador and had not actually witnessed any of the alleged atrocities (Parsons, 2005). Noise must be accounted for, and in an age dominated by the digital information glut, the opportunity for immediate feedback and engagement must also be considered. A brand should aim to have the same problem statement, . After considering all of these factors, practitioners are better educated to select the best type of campaign. Together, communication managers and technicians play a vital role in relationship building and the management of a brand. Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984). In some cases, PR has begun overtaking advertising as the preferred way of promoting a particular company or product. Require that subordinates adhere to the ethical requirements of the Code. A companys control over what its brand symbolizes can also lead to branding issues. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. An alliance of tobacco manufacturers hired the PR group Hill & Knowlton to develop a campaign to deal with this problem. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. tool. Note here that social science theories are based on many observable facts. C. The city government of New Orleans refused to accept offers of federal assistance. A company will pay money to compensate a public figure, spokesperson, or influencer to use its logo or products. 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. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. 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. Because of this, PR efforts that get products and brands into the press are far more valuable than a simple advertisement. At these times, PR and journalism can be at odds, but truth and transparency are still advisable to the PR professional. Other forms of media include newspapers, television programs, radio stations, and magazines. . Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. Chemical companies should prepare for chemical spills. their public relations material. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. A lot of that is because of the Internet, a lot of that is because of cable TV news (Associated Press, 2006). Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. Public relations professionals are in charge of a wide range of communication activities that may include increasing brand visibility and awareness, planning events, and creating content. Then, they might take an interest in a particular product as they learn more about its features. Developing an effective PR model was an important war effort during World War IIwhen it was essential to develop theories for how propaganda worked to determine what the Nazis were doing and, if possible, how their propaganda could be stopped. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. An early example of this kind of branding was Nikes product endorsement deal with Michael Jordan during the 1990s. Many think of public relations as organized manipulation made up of corporate, political and even non-profit propaganda. Then, it discusses the history of advertising. Yet, as consumers became exposed to ever-increasing numbers of advertisements, traditional advertisings effectiveness dwindled. The Water Environment Federation, a lobbying group representing the sewage industry, initiated a campaign to promote the application of sewage on farms during the early 1990s. This has happened as recently as 2008. How does the bread and milk effect work? Media representatives have an obligation to provide reliable information to their audiences, and they will get that information whether or not company spokespeople cooperate; if a company will not comment on the situation, someone else will. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. Marketing professionals worry about all four and consider advertising as just one part of the promotion category. The goal of the public information model is to release information to a constituency. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. d- Marketers can control whether the media choose to publish 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). 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. We can say with a degree of certainty that some people are directly influenced by some ads some of the time, and we can say that many people are indirectly influenced by ads almost all of the time. This branding model seeks to associate a company with specific personal and cultural values that hold meaning for consumers. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. 4). This indicates a broad marketplace narrowing to the group of actual customers. Which of the following statements about advertising is correct? Other branding backlashes have plagued companies such as Nike and Starbucks. In addition, public interest groups release the results of research studies for use by policy makers and the public. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. A member entertains a government official beyond legal limits and/or in violation of government reporting requirements. The other people in the cafe are writers and professors and in the media, and the feeling of cohesion and community in that cafe becomes very apparent if someone comes in with a PC. PR campaigns begin with a research phase, develop objectives during a strategy phase, formulate ways to meet objectives during the tactics phase, and assess the proposed campaign during the evaluation phase. Scientists even speculated on the chances of the station hitting the targetslim to none. 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. Act promptly to correct erroneous communications for which the member is responsible. The PR program must describe its target audiencein most instances, PR programs are aimed at multiple audiences that have varying points of view and needs. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. Regulations prohibiting radio and TV cigarette advertisements had an enormous effect on sales. We are all publishers now. Branding has been used to great effect in recent elections. Journalists often have the opposite interest because reporting on conflict is interesting. Professionals and academics examine and manipulate all four components to isolate which changes correlate with which behavioral effects. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). Developing effective involvement in public policy and helping an organization adapt to public expectations. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. Which statement about staff and line agencies is TRUE? We advance the profession through continued professional development, research, and education. Investigate the truthfulness and accuracy of information released on behalf of those represented. 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. Major political influence is now wielded by fake accounts working to drum up anger and to promote misinformation to sway public opinion. After the overall campaign has been determined, PR practitioners enter the evaluation phase. This strategy served tobacco companies well up through the 1980s.
which statement about public relations is correct