4). It is wide and the top and narrows at the bottom. 120 Wall Street, 21st Fl. 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. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). The scenarios outlined in the Code provision are actual examples of misconduct. Disclose promptly any existing or potential conflict of interest to affected clients or organizations. PRSA Code of Ethics | PRSA Which of the following statements about public relations is true? . Have you ever sung the praises of your new smartphone or told people they had to try a new restaurant? It is important to ensure that the information across all channels is accurate and as complementary as possible. D) Public relations is a strategy to . 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). However, the old trick is less effective in the modern digital world. 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. relations? 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. 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. Furthermore, the goal is to disseminate communication based on the two- way symmetrical model presented by Grunig and Hunt (1984). Advertising is a relatively straightforward process, right? A. New York, NY 10005-4024. Firms need to show that they are working toward positive resolutions to deflect the negative publicity. At its heart, advertising is a matter of raising awareness, creating a deeper interest in a product, and encouraging consumers to desire to make a purchaseand ultimately to take action. 2023 Public Relations Society of America Inc. To maintain the integrity of relationships with the media, government officials, and the public. Competitor LOral eventually bought the Body Shop for a fraction of its previous value (Entine, 2007). It originates from the public rath Show tab overview It is free. Relating directly with legislatures and regulatory agencies on behalf of an organization. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. Public Relations. All this combines to create a sense of mystery and an emotional anticipation for the products release. Individual information consumers must take responsibility for their own consumption and for what they spread. Then it worked to encourage the use of this term as a way to popularize sewage as a fertilizer, providing information to public officials and representatives. That so many different groups have adopted branding as a means of communication is a testament to its ubiquity. For many industries and product categories, there are influential bloggers and analysts writing about products and the industry. In an ideal republic, Congressional representatives strictly employ this model. Examples of Improper Conduct Under This Provision: Core Principle Open communication fosters informed decision making in a democratic society. Later interviews with country artists and books on country music history have also mentioned this tour. Another way to think of this is as a pathway a potential customer makes, also known as theconsumer journey. An early example of this kind of branding was Nikes product endorsement deal with Michael Jordan during the 1990s. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. It took BP years to come back from that disaster, and it was made worse because of poor crisis communications. Mass audiences may be in decline but entities who know how to build mass networks of users and how to successfully, if not always ethically, use their information are only starting to show their power. Labor activists have also condemned Nike over the companys use of sweatshops to manufacture shoes. B. E. 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. Which statement about government response to Hurricane Katrina is correct? Reading: Public Relations | Principles of Marketing - Lumen Learning In 1953, studies showing the detrimental health effects of smoking caused a drop in cigarette sales. Under the Pepsi brand, there are several products such as Diet Pepsi, Pepsi Wild Cherry and many other variations around the world. There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and mediamarketing. San Diego Community College District Statement on COVID-19 Policy In a society fueled by networked communications, it is becoming less important to ask what messages people receive and more important to ask what messages they seek out, according to Greg Jarboe, author of a brief history of PR. The level of targeting that is possible is incredible and would have been unimaginable 20 years ago. We provide objective counsel to those we represent. Developing effective involvement in public policy and helping an organization adapt to public expectations. 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. Apple has also employed this type of branding with great effectiveness. So, what did people do? For more information and resources, visit our Ethics Page. No one dies when people do their jobs salting the roads and drivers maneuver safely in snowstorms. Chapter 11 Multiple-Choice Questions - Learning Link A. This article from PRSA provides tips to those beginning a career in public relations. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code. We respect all opinions and support the right of free expression. 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. Also diverts attention away from public discussions if damaging. By providing the press with information favorable to the tobacco manufacturers and publicly promoting new filtered cigarettes, the campaign aimed to replace the idea that smoking was undeniably bad with the idea that there was disagreement over the effects of smoking. This is not to claim conspiracy or to frighten readers. Eventually, Nike created a vice president for corporate responsibility to deal with sweatshop issues.2. These values are the fundamental beliefs that guide our behaviors and decision-making process. Professional agents seek media coverage for a client, product, or event. After considering all of these factors, practitioners are better educated to select the best type of campaign. Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization. A. Act in the best interests of the client or employer, even subordinating the members personal interests. Taco Bell promised to give every American a free taco if the space station hit the target. 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. Engaging in social media arguments is almost never productive for a brand, unless you have Wendys level of Twitter clapback. PRSA is committed to ethical practices. 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. c- Publicity-based public relations do not have Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics. Finally, the context of the campaign is often researched, including the possible consequences of the campaign and the potential effects on the organization. Such research can be used to generate mutual understanding or influence and persuade publics. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. The PRSA Code of Ethics applies to PRSA members. The campaign was effective, however, not because it denied the harmful effects of smoking but because it stressed the disagreements between researchers. Im a savvy shopper. Rice futures went up and up out of fear that people were stockpiling rice. Whether you're responding to online reviews or just ensuring general customer satisfaction, if you run a. A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer. 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. 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. PRSA Member Statement of Professional Values This statement presents the core values of PRSA members and, more broadly, of the public relations profession. Essentially, the company inherited a PR machine that had been built around Jordan and that continued to function until his retirement (Roberts, 2003). Which statement about staff and line agencies is TRUE? a. Line agencies 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. The company should never try to minimize a serious problem or smooth it over in the hope that no one will notice. The best prevention against bad PR is to follow your industrys and your own ethical codes at all times, whatever they are. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. It can be quickly undone by PR crises such as the BP oil spill. The public information model moves away from the manipulative tactics used in the press agent model and presents more accurate information. 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. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created. e- Publicity is not part of public relations. 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. They need to move from being interested to desiring a product if they are going to make the purchase. A member discovers inaccurate information disseminated via a website or media kit and does not correct the information. Require that subordinates adhere to the ethical requirements of the Code. 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. PR techniques have been used in propaganda efforts throughout the 20th century. It is helpful to perform an act of goodwill during or immediately after a crisis when possible. 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. 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. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. a- The most common publicity-based tool is the news C. Advertising is not useful for persuading an audience. An audiences attitudes and beliefs about a company can greatly influence its success. release. A brand advocate is someone who is so supportive of a product or service that they publicly encourage others to buy it. A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in grass roots campaigns. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company.
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