which statement about public relations is correct

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. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? Operations Management questions and answers, Which of the following statements is true about public 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. Marketing professionals worry about all four and consider advertising as just one part of the promotion category. New technologies have lengthened the news cycle, meaning that once something becomes news, it stays in the news for a very long time. The company created stories about celebrity proposals and gifts between lovers that stressed the size of the diamonds given. 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 organizing concept for ATL advertising, as the term is used today, is that the ads target a mass audience primarily on legacy media platforms. their public relations material. Disclose financial interest (such as stock ownership) in a clients organization. Just as importantly, these efforts at least partially restored the stature that the brand lost due to health concerns (Saffir, 2000). Thus, advertising can be massively individuated that is, produced for mass audiences but having the appearance of personalized messages muchlike social media content. All the more reason to maintain good longstanding relationships with your consumers. 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. 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. Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. Marketings four Ps often described as product, price, place and promotion (or position) encompass much more than making messages to support brands and products. Under the traditional publicity model, PR professionals seek to create media coverage for a client, product, or event. People are, in fact, buying up the bread and milk. Branding focuses on the lifestyles and values inherent in a brands image as opposed to the products that are manufactured. Instead, the point is that consistent messaging is a base requirement for advertising to work. Brands may advertise during certain TV shows or publications to reach a particular type of media consumer. In the press agent/publicity model, communications professionals use persuasion to shape the thoughts and opinions of key audiences. It relates in many ways to the superbug media concept from previous chapters, and it is growing in popularity as people and companies develop new and better ways of avoiding advertising. Both product placement and sponsorship decisions are based on a sharedtargetmarket. The correct option is A. 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. PRSA is committed to ethical practices. PR is about promoting good relationships with your consumers, your employees and the communities where your products are made. Public relations. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. Corporations engage in PR combat all the time, though they often try to work undetected. 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. Content marketing means this is no longer the case. Your media health is as important as your sexual health. It has measurable effects on attitudes, that is, what people think about brands. After considering all of these factors, practitioners are better educated to select the best type of campaign. 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. During the 1990s, the country of Kuwait employed Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. relations? 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. (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? For example, can we represent the interests of loyal employee groups while our shareholders demand layoffs in favor of low-cost offshore suppliers?. To do so, PR pros might use a variety of channels a company blog, social media or even a . There are two other advertising concepts or theories that this text aims to introduce: the basic rule of seven and the third-person effect. Which of the following statements is true about public They stockpiled rice. It involves developing consistent messages and content of uses that are so compelling people will come to the brand to experience them. Be in good academic standing. Click here for more information on what you can expect in a public relations career. Either private PR companies or in-house communications staffers carry out PR functions. On one level, advertising is a simple concept. 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. . 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. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. It is difficult to do well, of course. He was concerned about another World War starting between the United States and China. 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. Organizations attempt to persuade an audience to take a certain point of view. Serving as one of the major sources of media information in a crisis is a means of maintaining control. To promote respect and fair competition among public relations professionals. b- Publicity-based public relations do not have Providing advice to management concerning policies, relationships, and communications. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. Communication technicians write press releases, pitches, feature articles, and other communication materials and assist in event planning. 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. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. 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. Often software algorithms are used to decide who sees which targeted ad and when. 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. c- Event sponsorship is not an effective public relations 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. b- Publicity-based public relations do not. They said they were about values. Reflection is a critical step in learning and corporations are like any other social institution. This was a way of breaking down mass influence beyond advertising. B. Then, we presume that they will be influenced by those messages. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitors clients and employees in a ploy to recruit people and business. An early example of this kind of branding was Nikes product endorsement deal with Michael Jordan during the 1990s. Inbound marketing is advertisings answer to de-massification. 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. Pioneered by such companies as Procter & Gamble during the 1930s, the older, advertising-centric model of branding focused on the product, using advertisements to associate a particular branded good with quality or some other positive cultural value. They launched a PR campaign to change the image of diamonds from a luxury good into an accessible and essential aspect of American life. Interest refers to the somewhat narrower subset of people who are prospective customers. 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. tool. If Nike introduces a new Air Jordan, the branding is easily handled. D. Public relations deals only with the activities designed to sell a product or service. Media relations is the first thing that comes to mind when many people think of PR: public announcements about company news, talking to reporters, and articles about new developments at a company. US Citizen or permanent resident. Marketing emphasizes the promotion of products and services for revenue purposes. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. These values are the fundamental beliefs that guide our behaviors and decision-making process. 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. The big picture of marketing is briefly addressed before the chapter concludes with sections on public relations and propaganda. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. Question 2 1 pts. 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. conference. The question is whether they are buying it up because they are unduly influenced by messages in the mass media, or they are responding out of fear of how other people will behave. 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. Brand managers that once focused on the product now find themselves in the role of community leaders, responsible for the well-being of a cultural image (Atkin, 2004). Part 2: Public Relations Writing - Skills and Basics, The Evolving World of Public Relations : Beyond the Press Release. 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. They need to make consumers aware of their brands, products and those products features, so they develop creative campaigns to promote them and often pay ad agencies to do the creative work and place the ads in front of mass audiences. 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. Publicity on these channels can be worth tens or hundreds of thousands of dollars. The more you study the bigger picture of marketing which includes advertising strategies and other research efforts meant to guide advertising strategies as part of larger sales and production strategiesthe more you recognize how focused advertising is. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. His outrageous attempts at publicity worked because he was not worried about receiving negative press; instead, he believed that any coverage was a valuable asset. their public relations material. 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. Then, they might take an interest in a particular product as they learn more about its features. Whether you understand the logic behind the name change or you actually buy the soft drink is another question. Experts are tested by Chegg as specialists in their subject area. He argues that PR is more about creating a sense of understanding between consumers and brands and that this might be done just as well by the brand in digital spaces just as it is via other mass media channels controlled by other corporate entities. PR has always been an important part of political campaigning and activity. . As uniformity in mass-produced goods became the norm andbrand differentiation became possible, so did the need to communicate it. This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Promoting harmful products can be damaging socially, professionally and personally. Handling unfavorable publicity means being honest with consumers and putting public interest first. Disseminating planned messages through selected media to further an organizations interests. 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. A great deal of Apples success comes from the companys mystique. Now the concern has become a self-fulfilling prophecy. 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).

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