This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. In the 20th century, the term ATL advertising was associated with ad agency work (mostly mass media campaign ads), whereas BTL advertising referred to pamphlets, point-of-sale marketing and other relatively small tasks that ad agencies typically did not handle. Still, persuasive communication is used in this model to benefit the organization more so than audiences; therefore, it is considered asymmetrical or imbalanced. 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). In an age of digital communication, it is cheap and easy to develop detailed, professional messages employing a variety of media types that PR pros can try to spread around the world instantaneously. Which statement about staff and line agencies is TRUE? a. Line agencies 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. Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly. This is not to claim conspiracy or to frighten readers. The brand may need to establish itself with an awareness campaign. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. For example, an ad agency that does not typically manage multimillion-dollar television ad buys might still put together hundreds of thousands of dollars in targeted social media ads. D. Major political influence is now wielded by fake accounts working to drum up anger and to promote misinformation to sway public opinion. 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. Which statement about government response to Hurricane Katrina is correct? As difficult as it might be to go back and discuss where communication failed, it is essential. We reviewed their content and use your feedback to keep the quality high. If there is a disaster, the advice is to "be truthful and transparent," to not say too much and to correct any exaggerations that emerge in the news media and on social media, within reason. D. Public relations deals only with the activities designed to sell a product or service. We recognize our communities have differing perspectives on COVID-19 and vaccination requirements. In recent years, branding has become an important part of national political campaigns. Public relations. Advertising is a communication tool used by marketers in order to get customers to act. Some 45,000 people turned out for this event; families gave up their beach holidays simply to come to a Saturn manufacturing plant in Tennessee to socialize with other Saturn owners and tour the facility. On what part of society does public relations have - Course Hero In a sense, inbound marketing turns advertising upside down by building spaces and inviting consumers in to find what they are already looking for rather than trying to create a need outof the glut of information in digital communication networks. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. 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. Before delving into a discussion about the future of advertising, it might help to survey the history of the field. Parts of this chapter remixed from Curation and Revision provided by: Boundless.com is licensed under a Attribution-ShareAlike 4.0 International License, except where otherwise noted. In cases when consumers have discovered that trusted sources were content marketers rather than independent reviewers, the revelations have created public relations problems for the brands. This renaming helped New York City eliminate tons of sewage by shipping it to states that allowed biosolids (Stauber & Rampton, 1995). When British Petroleum (BP) had an oil gusher erupt in the Gulf of Mexico on April 20, 2010,after the Deepwater Horizon oil rig exploded, 11 people died, and more than three million barrels of oil leaked into the gulf. PR campaigns occur for any number of reasons. 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. For years, Apple earned millions of dollars in earned media by keeping new features a secret and then releasing new iPhones with considerable hype. It is important to ensure that the information across all channels is accurate and as complementary as possible. 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. 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. A. Chemical companies should prepare for chemical spills. 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. 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. The PR campaign of the Body Shop made it one of the great success stories of the early 1990s, but the unfounded nature of its PR claims undermined its image dramatically. Here, content creators conduct research to better understand the audiences attitudes and behaviors, which in turn informs the message strategy and creation. Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporations performance. To do so, PR pros might use a variety of channels a company blog, social media or even a . Colleges send informational brochures to potential students; a company includes an about section on its website. We provide objective counsel to those we represent. By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. 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. Engaging in social media arguments is almost never productive for a brand, unless you have Wendys level of Twitter clapback. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. What Is Public Relations? PR Functions, Types, & Examples | Feedough Commercial ventures also rely on this model. For example, the tobacco industry offers a good case study of the migration from advertising to PR. PR is also the process of managing your organization's brand and communications especially in times of crisis. It is the audience-building aspect of advertising. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. Operations Management questions and answers, Question 1 1 pts Which is an accurate statement about public relations? 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. Both parties make use of a back-and-forth discussion. The ultimateobjectiveof PR is to retain goodwill as well as create it; the procedure to follow to achieve this is to first do good and then take credit for it. The most common use of product placement is in films where characters use branded products. We are all publishers now. Free marketing time and space in digital and print publications can help push a brand from being a leader to being legendary. Country music legends the Judds and Alabama headlined the show, and Marlboro paid for new names inscribed on the memorial. About Public Relations | PRSA A media reaction plan should include a company media representative as part of the crisis management team. Now here is whats interesting about the third-person effect. Thus, the world of consumer advertising in the mass media is more complex than the funnel makes it seem, although it is an essential strategic model in the industry. Creating a sense of mystery around a brand generates an aura that bypasses the usual cynical take on commercial icons. Brands might also use their influencer teams or their own internal marketing teams to follow viral social media trends and to create memes. This audience may include media outlets, constituents, consumers, and competitors. It is a one-way form of communication. The term symmetrical is used because the model attempts to create a mutually beneficial situation. 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. 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. 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. Advertising began in the early 1800's. B. 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. Public relations may include an organization or individual gaining exposure to an audience through topics of public interest and news items. Brands might have their own social media profiles, or they might support social media influencers to promote their products in a sponsored way. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. PR is how brands manage the spread of their information, so it's similar to branding. They said they were about values. 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. 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. Now the concern has become a self-fulfilling prophecy. 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. Publicity on these channels can be worth tens or hundreds of thousands of dollars. There are paid brand advocates, of course, but in a networked communication environment, even unpaid individuals with modest followings can becomeinfluencers people who promote products on their social media streams. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. Its. Conversely, dont blow minor incidents out of proportion or allow others to do so. That worry and not the original message may influence our behavior. This has happened as recently as 2008. This simple PR stunt gave all the journalists covering the Mir crash landing a few lines to add to their stories. During the 1999 World Trade Organization protests in Seattle, activists targeted Starbucks and Nike stores for physical attacks such as window smashing. C) Special events are a type of public relations. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. 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. 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. During the 1930s, the De Beers company had an enormous amount of diamonds and a relatively small market of luxury buyers. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. 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. Government propaganda is a good example of this model. This indicates a broad marketplace narrowing to the group of actual customers. We are faithful to those we represent, while honoring our obligation to serve the public interest. 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. 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. 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. New York, NY 10005-4024. 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. For more on the impact of reputation on business success, take a look at this article from The Entrepreneur. The goal of the public information model is to release information to a constituency. First, the consumer needs to be made aware of the brand and its products. In many ways, marketing (particularly content marketing) bridges the concepts of advertising and public relations because it includes content production similar to advertising and it establishes relationships with consumers, which is the ultimate purpose of PR. The campaign began by giving diamonds to famous movie stars, using their built-in publicity networks to promote De Beers. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. 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. These stories were then given out to selected fashion magazines. Inbound marketing is advertisings answer to de-massification. The model is particularly popular in advertising and consumer marketing, fields that are specifically interested in increasing an organizations profits. This can refer to a variety of entry-level positions, including public relations specialist, communication assistant, and junior account executive. A PR group generally handles all aspects of an organizations or individuals media presence, including company publications and press releases. 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. We respect all opinions and support the right of free expression. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. correct incorrect. A. Taco Bell promised to give every American a free taco if the space station hit the target. Businesses communicate information to gain desired results. It is important to map out potential negative scenarios and have a PR plan for each one. Sale promotion. This is not to say that BTL messages are crafted one at a time for individual consumers. Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. To build trust with the public by revealing all information needed for responsible decision making. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. Kevin Roberts, the current CEO of Saatchi & Saatchi Worldwide, a branding-focused creative organization, has used the term lovemark as an alternative to trademark. A companys control over what its brand symbolizes can also lead to branding issues. 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. This time, though, Mother Nature was not to blame. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. In other words, it is known as the first modern ad agency. These values provide the foundation for the Code of Ethics and set the industry standard for the professional practice of public relations. Politicians communicate with their constituents and make their message known using PR strategies. It is difficult to do well, of course. By attaching the Marlboro brand to such an important cultural event, the company gained an enormous amount of publicity. 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. Now the doctrine is you respond instantaneously, and where possible with a strong counterattack. The companys first responsibility is to the safety and well-being of the people involved. Qualifications. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. relations? We do not want anyone to beat us to the bread and milk. Even the most successful advertising and propaganda campaigns only constitute one area of influence on behavior. This was a way of breaking down mass influence beyond advertising. 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. Communicating with individuals and groups in various cultural groups. If necessary, activate the crisis management team. The two-way symmetric model is useful in communicating within an organization because it helps employees feel they are an important part of the company. E. Whether you understand the logic behind the name change or you actually buy the soft drink is another question.