By building their brands into global symbols, both companies also came to represent unfettered capitalist greed to those who opposed them. 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. 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. Although line agencies serve primarily in a support capacity, they may also have groups that perform the agencies' designated tasks. 120 Wall Street, 21st Fl. Im a savvy shopper. Public relations emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the clients image. 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). It is simply a matter of fact that PR efforts are ongoing and that attacks within these battles do not always take the form of headlines. relations? This indicates a broad marketplace narrowing to the group of actual customers. A. Famous 20th-century PR campaigns include President Franklin D. Roosevelts Fireside Chats, a series of radio addresses that explained aspects of the New Deal. 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. BPs marketing firm developed a PR campaign that, at least on the surface, emulated the forward-looking two-way symmetric PR model. The broad term communication manager includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. We view the Member Code of Ethics as a model for other professions, organizations and professionals. 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. 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. More will be added as experience with the Code occurs. We are faithful to those we represent, while honoring our obligation to serve the public interest. 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. Question 1 1 pts Which is an accurate statement about public relations? Protecting the integrity and reputation of an organization is important, but putting public interest ahead of the organizations interest is key to gaining consumer trust and loyalty. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. Communication managers assist in the strategic planning of an organizations communication efforts. By acquiring a major solar company, BP became the world leader in solar production and in 2005 announced it would invest $8 billion in alternative energy over the following 10 years. Core Principle Public relations professionals work constantly to strengthen the publics trust in the profession. The most common use of product placement is in films where characters use branded products. Disseminating planned messages through selected media to further an organizations interests. Crisis communication planning can help a firm deal effectively with unexpected disasters, emergencies, or other unusual events that may lead to unfavorable publicity. This was a way of breaking down mass influence beyond advertising. Now here is whats interesting about the third-person effect. 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. Rather than displaying one commercial for several months, the BTL social media campaign might be made up of dozens of targeted videos, tweets, influencer posts and online ads. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. . Question 2 1 pts. There are sections on content marketing and other forms of persuasion. People are, in fact, buying up the bread and milk. More restrained examples of this type of PR include the modern phenomenon of faded celebrities appearing on TV shows, such as Paula Abduls long-running appearances on American Idol. But media relations is the tip of the iceberg. Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. Which of the following statements about advertising is correct? 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. How does the bread and milk effect work? 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. What to Expect from a PR Agency with Kate Finley. When people crash, that, sadly, is news. 1. Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? It is important to map out potential negative scenarios and have a PR plan for each one. Messaging is the process of creating a consistent story around a product, person, company, or service. In recent years, branding has become an important part of national political campaigns. Commercial ventures also rely on this model. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). Like other theories related to persuasion in the mass media the behavioral influences it identifies have to contend with other social forces to influence behavior. The following principles represent best practices in crisis management: be prepared, do the right thing, communicate quickly and accurately, and follow up. This is not to claim conspiracy or to frighten readers. Content marketing means this is no longer the case. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. (Recall that framing was defined in Chapter 9.) Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. 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. Theres almost an observable shiver of consternation in the cafe, and it must be discernable to the person with the PC, because they never come back. Productplacementis basicallypassive advertisingin which a company pays to have its products used prominently in a photograph, film, or video message or during a live appearance. Report practices that fail to comply with the Code, whether committed by PRSA members or not, to the appropriate authority. Social media has accelerated the speed at which information about a crisis can spread; the viral affect of social networks such as Twitter means that stakeholders can break news faster than traditional media, which makes managing a crisis harder. Positive, assertive communication focuses attention on the most important aspects of the problem and moves the process forward to resolution, even in the face of antagonistic news media. Such marketing is usually optimized for search engines, which is to say the posts are written to attract search engine attention as well as outside links, which also alerts search engines that this content is valuable. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. "Public relations" can be defined as a. a collection of techniques for persuading people to buy products they don't need. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. Professional communicators tailor messages in relation to the advertising funnel or purchase funnel, as shown in the image on the left. For example, if an unknown brand launches a new product, people need to be made aware of both the brand and product. The history of the public relations field is often misunderstood. Identifying and addressing issues of public concern that affect an organization. Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. The correct option is A. It was founded in Philadephia in 1869. This strategy served tobacco companies well up through the 1980s. 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. Stimulating an interest in a person, product, or organization by means of focused happenings as well as other activities designed to encourage interacting with publics and listening to them. Benjamin Franklins trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. PR professionals work to manage story framing. Discussion PointDo you think the two-way symmetrical model is plausible? Regardless of its purpose, a typical campaign often involves four phases. 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. A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary. 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. For example, the massive Gulf of Mexico oil spill in 2010 became a PR nightmare for BP, an oil company that had been using PR to rebrand itself as an environmentally friendly energy company. To do so, PR pros might use a variety of channels a company blog, social media or even a . The campaign came up with the word biosolids to replace the term sludge. Working with mass media (television, web sites, newspapers, magazines, and the like) by seeking publicity or responding to their interests in the organization. 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.

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