TXST PR Villagran exam with 100% correct solutions 2024

Advertising- correct answers -primary format for Paid Media -Public relations advertising emerged as a combination of advertising and editorial -Advertising costs money while publicity costs time and effort (roughly 10% of equivalent advertising expenditures) -Advertising guarantees content, size, location, reach and frequency while publicity does not -Publicity appears as news so it carries a third-party endorsement while advertising viewed as sponsoring the organization's self-serving view - When a product has been around for a while, it's difficult to make people pay attention to advertising Owned Media- correct answers - New media channels that we, ourselves, own and operate - Web sites, mobile sites, blogs, Twitter accounts, YouTube channels, Facebook pages, social media - You control the content -Less costly than paid media -Versatile for reaching niche audiences -Potential to not be trusted - The cost efficiency of owned media in an enticing communications prospect. The key challenge for a public relations person using owned media is to build audience trust. If you can get your audience to support your cause and share your campaign, you convert owned media to earned media and achieve credibility. Third Party Endorsement, legitimacy- correct answers - Winning unbiased affirmation from a journalist was a "third party endorsement" - the ultimate goal of public relations. - So, the essence of public relations practice - winning "third party endorsement" from objective reporters - is still the bottom-line value of positive public relations - Media and Reporters- correct answers - Dealing with the media has never been more challenging - Reporters more competitive, more aggressive, less concerned about accuracy, and less objective -Objectivity = fairness with the intention of remaining neutral - Total objectivity impossible; biases & preconceived notions exist - Reporters do not accept party line on faith -Reporters should not distort the official view once substantiated - All of us have biases and preconceived notions about many things. Likewise, in reporting, pure objectivity is unattainable. It would require complete neutrality and near-