I do recommend a general knowledge base or capability for public relations practitioners to produce their own multimediatheyre already likely great writers, so creating content today should just be an extension of that. Case Study Coca-Cola and Corporate Social Responsibility Coca-Colas position atop the branding world hasnt come easily, and its future there isnt guaranteed. If you have a vacation planned that is going to delay a client project, you probably dont want to LOL about it or include #SorryNotSorry in the email to your boss or client. Yale social psychologist William McGuire developed a hierarchy-of-effects model that outlines key steps in public communication campaigns (Figure 6.2): tuning in, attending, liking, comprehending, learning, agreeing, remembering, acting and proselytizing. Salary Survey, prnewsonline.com, 2018 edition, accessed May 21, 2019, http://www.prnewsonline.com/ wp-content/uploads/2018/03/pr-news-salarysurvey-2018.pdf. If youre working with clearly articulated goals and objectives from your strategy, you will be able to measure the beneficial outcomes. 31. In 1890, Samuel Warren and Louis Brandeis (before Brandeis became a Supreme Court Justice) famously defined privacy as the right to be let alone,4 but in the context of data protection, privacy also can be defined as someones right to control access to and use of their personal information. What annoys you most? . Objective 4 Understanding Communication Models, Theories and History of the Profession 4.1 Communication/public relations models and theories: Demonstrates familiarity with social science theories and research that guide planning, prioritizing audiences, developing messages, selecting spokespeople, establishing credibility and trust. One metric for calculating advertising value is cost per thousand (CPM) (the M in CPM is the Roman numeral for 1,000). Choose a blogging team and process. Principled Public Relations Management 13 Conversational voice An authentic, engaging and natural style of communication that publics perceive to be personable. Curated Content Social media users can experience adventure through the GoPro lens with GoPros Photo of the Day on its Instagram page. 6.5 Apply consequentialism to make ethical decisions about setting and achieving public relations objectives while enhancing the profession. What are the advantages and disadvantages of writing with templates? Traditional and social media should be measured as well as changes in stakeholder awareness, comprehension, attitude and behavior.5 Notice that the last part doesnt focus on communication tactics or media coverage, but on what people feel, think and do as a result of public relations efforts. Next came the social media outrage, word-of-mouth attention, and even some shade thrown by corporate competitors. If you work for a hotel and your boss asks you to post a positive review of your accommodations on travel websites, what do you do? Brian Solis and Deirdre K. Breakenridge, Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (Upper Saddle River, NJ: FT Press, 2009), 155. What were the risks and benefits in the court of public opinion? What specifically would you have done or recommended to help them? But as we mature in life and in our professional careers, we expand our worldview and our empathy with people who are not like us people different in race, ethnicity, physical ability, religion, sexual orientation, age, economic class, etc.25 In public relationsa field defined as the management of relationships with all sorts of publicsempathy and loyalty go hand in hand with diversity. You can only sell what someone specifically wants to buy. Check with your client or employer for templates, or work with them and news media to develop a consistent format for your news releases. 12. 2. What Is Social Listening? When did this group become more of an organization than a public? 61. 53. She is a member of the Arthur W. Page Society, whose members are corporate, agency and academic leaders in the field of public relations. Because Chinese characters convey so much more information than Roman characters, that character limit is less of a constraint on Weibo than Twitter. And the real challenge for public relations professionals was to rebuild trust and relationships from the very top of the organization all the way down. and how often others interact with your content. An effecpenses need to be considered in budgeting for continued operation? Someone budgeting for a national branding campaign may have to choose between, say, spending $327,000 for a full-page color ad in The Wall Street Journal, and spending $400,000 for a 30-second TV spot during a top-rated prime-time network sitcom. Outcomes describe the results of that workwhat people accomplish. 21. https://twitter.com/LamarNeagle/ status/956773205896654848. 50. As professional communicators, public relations professionals often write, edit and present annual reports and other financial documents (see Chapter 9). There also would have been financial consequences for him personally. To add the following enhancements to your purchase, choose a different seller. Success with social media requires an investment over time in providing valuable content and building relationships. When analyzed together, this gave us a more holistic, accurate view of how we were tracking against our objectives. Tom Kelleher, Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication, Journal of Communication 59, no. As a public relations professional, privacy is one area in which you may need more than a legal interpretation to make ethical decisions. Downloaded copy on your device does not expire. The same logic applies outside of politics. CHAPTER 2 1. 36. Teachers in Los Angeles participate in an organized protest. Case Study Mr. Zuckerberg Goes to Washington Facebook has long faced public scrutiny over how it handles user data and protects consumer privacy. Deceptive practices are a big issue. Principled Public Relations Management 9 Listening Deliberately paying attention to and processing what others are communicating. Ephemeral content Images or videos that are available for a limited time and then disappear, like Instagram and Snapchat stories. Major Motivations for Public Relations 45 Today, Google, Yahoo, Bing and other major news and search sites confer legitimacy by way of algorithms that take into account what users are searching for and linking to. 5. The center suggests that digital devices can create swift and encompassing cultural change in emerging economies, even more dramatic than the effect in developed Digital divide Gap between those people with countries.44 relatively little access to and use of Economic downturns, like recessions, can impact the public relations ininformation and communication dustry, too. What do you think Facebooks top two response strategies were? Why was (or wasnt) their strategy effective? With social media, those hours are reduced to minutes or even seconds. Virtual reality headsets are widely available for gamers and other digital media consumers. The data available from this process include number of unique visitors to a page, number of visits, number of page views, how long a user stays on a site and bounce rate, which is the percentage of visitors who go to your site but then leave the site instead of continuing toward other goals you may have established. But when independent sourcessuch as tweeters, magazine columnists or newspaper reporterspresent your product in a positive light as part of a tweet, column or news story, their opinions might carry more weight for the very reason that they dont come from the same party who is trying to profit from p roduct sales. Managing Conflict 321 Contingency theory A theory that proposes that the best course of action in any situation depends on the specifics of the situation. 9. Other personnel costs to consider include hiring freelance writers and editors, photographers, artists, spokespeople, social media influencers or any type of temporary workers such as event security staff for a concert or drivers to take nurses to remote communities in an international healthcare campaign. Newsjacking, Newsjacking, Freshspot Marketing LLC, www.newsjacking.com/. Otto Lerbinger, The Crisis Manager: Facing Disasters, Conflicts, and Failures (New York: Routledge, 2012), 17. CONSTRAINT RECOGNITION What, if anything, can people do about the issue? And the response was overwhelming. What are the consequences of buying followers? We assume it is reliable. Canadian stores and target.com were not affected. The FDA requires that product claim advertisements include the following:29 The name of the drug (brand and generic) At least one FDA-approved use for the drug The most significant risks of the drug The pharmaceutical industry is regulated quite a bit more these days than it used to be. 4. PRSA Code of Ethics Preamble, Public Relations Society of America, accessed May 20, 2019, http://www .prsa.org/aboutprsa/ethics/codeenglish. CHAPTER 8 1. Content curation The process of gathering and sharing content from reputable sources or users. Reach Percentage or number of people Advertising in digital and interactive media has evolved into new models exposed to a message at least once of buying and selling media. Southern trees bear strange fruit, Blood on the leaves and blood at the root, Ethics: Expertise and Writing for Mutual Understanding 251 Black bodies swinging in the southern breeze, Strange fruit hanging from the poplar trees.34 These haunting lyrics from a 1937 poem by Abel Meeropol about racism and lynching in the U.S. South entered the American psyche on the voice of jazz legend Billie Holiday, who recorded the song Strange Fruit in 1939. It makes things more accessible. are small businesses themselves and offer opportunities for internships and entry-level jobs that expose you to all facets of client service work from top to bottom. Would a reminder help? In a way, each of the case studies and examples is a little test. Some of the most influential people may be the brand advocates or select the employees who champion a brand. More than Half the World Watched Record-Breaking 2018 World Cup, Fifa.com, December 21, 2018, www .fifa.com/worldcup/news/ more-than-half-the-world-watched-record-breaking2018-world-cup. They learned that women were deterred by leadership job descriptions that mentioned years of experience in these areas as desirable qualifications. Defining Public Relations 3 communication, which is why so many other definitions of public relations abound. without pay from her job as a communication manager for the NGO 17 Cape Town Partnership. In fact, the Commission on Public Relations Education recommends that 6075 percent of an appropriate degree plan comprise courses in liberal arts, social sciences, business and language courses.20 This makes sense, given the importance of relationship building, culture, persuasion, management, law, ethics, societal trends and research to public relations practice. The total market approach combines insights and considerations from diverse segments to deliver integrated, culturally nuanced campaigns. This team does not have to all come from the communications department. 36. Content has been difficult to define because it is broad and seemingly all-encompassing. The companies operate thousands of fake accounts that exist for no other purpose than to follow other accounts. Victim crises happen when publics perceive that the organization has done nothing wrong (e.g., natural disasters, sabotage, terrorism, product tampering). 8. Its mission to serve as the trustee for the nations system of marine protected areas, to conserve, protect, and enhance their biodiversity, ecological integrity and cultural legacy is posted on its About page, along with information about our history, the steps taken in designating a marine protected area, and the legislation that helped to create our marine sanctuaries.20 Background information on the USS Independence is also available as a resource for media. It allows for clear numerical reporting and analysis of large amounts of data. For simplicity, we might optimistically estimate the following: A million people are exposed to the message. But the majority of communications are done via words, whether in email, Twitter or online media. --Jim Eggensperger, Iona College, Public Relations provides a solid framework for teaching an introduction to public relations course with excellent, timely examples from the field and case studies." Humor or satire 6. Objective 3 Managing Issues and Crisis Communications 3.1 Issues and risk management: Identifies potential or emerging issues that may impact the organization. CASE STUDY Kimberly-Clark has been recognized for its efforts to promote more women in the organization. Listening Deliberately paying attention to and processing what others are communicating. The vegetarian may welcome the restaurant to his community to boost the economy while providing jobs, not to mention the business for his own agency, which supports his own financial stability. That doesnt guarantee it will work every time, and you dont want to risk failure because you didnt take the time to plan. Managing or monitoring CEO communications is often labeled a public relations function. Foodborne pathogens are deadlier than GMOs In a PRSA Open Forum online discussion about a neighborhood social networking service called Nextdoor, PRSA member Michael Grimaldi, who works for KC Water (the public water utility serving Kansas City, Mo. 27. https://louisville.edu/law/library/special-collections/ the-louis-d.-brandeis-collection/other-peoples-moneychapter-v. 28. https://consumerist.com/2009/04/16/9-legaldrugs-with-e xtremely-disturbing-side-effects/. 5.7 Evaluate utilitarianism as an ethical principle for public relations research. 38. https://www.opensecrets.org/lobby/clientsum.php?id= D000000632&year=2017 39. https://www.interbrand.com/best-brands/best-globalbrands/2017/ 40. And seeing the direct impact of our work positively impact our clients businesses. 67. Bar Content Body Sign up Form Content Body 50 Signups News Block 75 Signups Version B is better than Version A Figure 8.2 This example shows how different page layouts (independent variable) can be compared to see which delivers more signups (dependent variable). Is the Lowes pinboard on Pinterest a tool for marketing or public relations? SMART stands for specific, measurable, attainable, relevant, and time-bound. Helping our clients tell their stories in ways that set them apart from their competitors. Before jumping into an online conversation, first you need to know how people are talking and what people are talking about. Identify key values. Are they getting along any better (or worse) than they used to? Tim Fry, Jennifer Sosin, and Stan Stein, The New Global World of Public Relations, Weber Shandwick, www.webershandwick.com/uploads/news/files/ Global_Comms_Trends.pdf. The main States. 32 This is not a secret press bureau. Brian Solis and Deirdre Breakenridge, authors of Putting the Public Back in Public Relations, describe the importance of storytelling. I can almost smell coffee when I see the Starbucks icon on my phone, feel my heart rate go up when I see the Garmin Connect fitness icon, and start planning travel when I see the Delta app. Behind Every Seat Is a Story: Southwest Airlines Launches Next Phase of Transfarency Consumer Campaign, Southwest Airlines Newsroom, September 25, 2017, www.swamedia.com/releases/release-9d2f476ff 64. Having a client show up on the first page of Google legitimacy by results for their businesss keywords is, for many, as much of a professional wayof algorithms win as making the cover of a magazine or newspaper. Whether a college student is planning one semesters budget based on the prior semesters spending, a volleyball coach is reviewing last seasons performance to plan for the next season, or a campaign strategist is analyzing the results of one campaign to plan for the next one, the process is similar. See also Personnel corporate character expressed by, 15 corporate social responsibility and, 113 relations with, 100103 434 SUB JECT INDEX Employment Policies Institute, 14344 End-user license agreements (EULA), 284 Enearu, Nicole, 156p Engagement, 21012, 269 Entertainment, PR careers in, 38788 Entrepreneur.com, 271 Entrepreneurship, 388 Environmental Protection Agency (EPA), 32627 Environmental variables, 36063 Ephemeral content, 275 ePortfolios, 379 Esawo (Malawian dairy farmer), 22930 ESPN, 235, 236, 282, 297, 378 Ethics, 1525 codes of (see Codes of ethics) competing duties and, 1718, 20 competition, loyalty and job changes and, 39495 conflicts of interest and, 34445 corporate social responsibility and loyalty and, 11114 defined, 16 defining specific issues/conflicts in, 18, 19, 173 deontological, 21, 174 dialogic, 37071 diversity and loyalty and, 195 free flow of information and data protection and, 8083 identifying affected parties in, 18, 20, 173 identifying internal/external factors in, 18, 19, 173 identifying key values in, 18, 19, 173 of independence, 22022 making and justifying a decision in, 18, 21, 174 reasons for studying, 1617 safeguarding confidences and, 28385, 31416 selecting principles for decision-making in, 18, 21, 174 of transparency, objectivity, and advocacy, 5152 of tweeting for clients, 1821 utilitarianism and, 14345, 175 of writing for mutual understanding, 251 of zombie followers, 17274 Ethiopian Airlines, 335, 33637, 336p Ethnocentrism, 35051 Etsy, 73, 297 European Summit on Measurement in Barcelona, 209 European Union (EU), 81, 82, 290 Evaluation, 118, 119p, 163, 16465, 200224 Barcelona Principles on (see Barcelona Principles) media monitoring services for, 2045, 205f, 206t message testing in, 2023 metrics, analytics and data in, 2069 in proactive issues management, 329t, 33233 Evans, Chiquita, 23536, 236p Event planning, 16364 Excel, 142 Excellence in Internal Communication Management (Men), 127 Exchange relationships, 89, 97 Experiments, 133, 134, 139, 203 Expertise, 16, 19, 173, 251, B2 Exponential, 275 External publics, 100, 125, 12628, 173, 310, 39091 Extra-Strength Tylenol, 334, 334p Eye tracking, 202 Facebook, 3, 10, 12, 47, 133, 134, 135, 139, 151, 162, 192, 214, 237, 245, 270, 271, 274, 275, 276, 27778, 281, 282, 310, 315, 367 advertising on, 65, 170, 186 conflict management and, 321, 322, 32324 congressional hearings, 319, 33941, 340p data use by, 81, 82, 209, 290, 33941, 353p intellectual property issues and, 296 international differences in, 362 libel on, 294 mobile media and, 25960 net neutrality issue and, 128 number of users, 46 reposting on, 303 Facebook Live, 274 Facebook Messenger, 277 Facial recognition technology, 81 FactCheck.org, 33435 Fact sheets, 240 Fair Labor Association (FLA), 331 Fairness, B2 Fair use, 298301 Falk, Thomas J., 196 False light, portrayal in, 31213 Fast Company, 394 Fault, 29495 FCC. tactics dont incur advertising costs, but you Setting up social media accounts may be free at first, but what other exwill have other costs to consider. In 1984, the same year that Grunig and Hunt published Managing Public Relations, Professor Mary Ann Ferguson presented a key paper calling for public relations scholars to focus on relationships as the central idea for the field. When you get information on a product or a brand from your friends chatting in class or posting on Instagram, thats word of mouth. How soon after the event will results of the program be evaluated? SMCC emphasizes that these sources are not mutually exclusive. 13ccf13629996404d0d8e60-behind-every-seat-is-astory-southwest-airlines-launches-next-phase-oftransfarency-consumer-campaign. Primary research involves designing research and collecting your own data for communication planning. What types of organizational goals would be served? In fact, the push for more attention to personal branding in career building has largely been attributed to trends in the economy that are leading workers to take more ownership of their career paths with less reliance on long-term employers. Professor Rita Linjuan Men, author of Excellence in Internal Communication Management, maintains that employees should be seen as the highest-priority publics because of their role as corporate ambassadors.11, 12 But it can go the other way too. In brief, our plan CHAPTER 2|PUBLIC REL ATIONS MODEL S THROUGH THE AGES is frankly, and openly, on behalf of business concerns and public institutions, to supply the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about.19 Transparency is a value we hear much of in the age of social media. No barrels of ink required. When Snapchat first offered companies the opportunity to buy one days worth of ads to appear in users recent updates feeds, they reportedly charged $750,000. Two-way models range from asymmetrical, in which organizations use research and feedback to persuade publics, to symmetrical, in which organizations and publics exhibit more mutual communication and change. . It backfires, and you get called out on it. Sunshine laws: If you work for the government, do you have to share the results of that survey you ran with anyone who asks? Public relations practice is increasingly international, and large companies and PR firms usually have offices spanning the globe. The premise behind the IoT, according to eMarketer, is that any object, whether natural or manufactured, can gain the ability to transmit data over a network.68 Cars with built-in GPS are on the IoT. 90 Commitment: is the relationship worth continuing? We are faithful to those we represent, while honoring our obligation to serve the public interest.22 Interestingly, diversity is not mentioned directly in the PRSA Code of Ethics, but it is certainly an important issue to PRSAs leadership, as it is to professional organizations worldwide. Santiago served as an ADCOLOR advisory board member and was named an ADCOLOR Innovator in 2012. Thats how most of us expect social media to work. Planners have several options for timeline formats. Theyre designed to elicit quick responses. They also reported that religious obligation (measured with a numerical scale of agreement with the statement My religious beliefs encourage me to help other people) correlated with another item that measured definite consideration of blood donation.18 A positive correlation in this case means that people who reported stronger religious beliefs were more likely to consider donating blood. Among Publixs publics are frequent shoppers, fans and coupon clippers, including the mother of two who developed the I Heart Publix website at http://www. With most business being handled over email today, coordinators often have direct In what ways is the job not changing? Academic research bears out Pages principle as well. They can be fiercely loyal customers or even employees. If you watch sports on TV often, you are probably quite familiar with the disclaimers. 32. investing/ihop-president-darrenrebelez-burgers-ihob/. What would prompt you to download one restaurants mobile app over another? Although we initially focus on lifes many intersections that bring us together (e.g., food, music, entertainment, etc. 7.3 Outline media options on a continuum from controlled to uncontrolled. This combination of jam-packed workdays (and nights), steep learning curves and fast-growing professional networks also means that there is quite a bit of turnover. 5. In a congressional hearing in 1934, Lee testified that he counseled German propaganda minister Joseph Goebbels and other German leaders that they would never in the world get the American people reconciled to their treatment of the Jews.67 The same hearing revealed that Lee was receiving $25,000 a year from the German dye trust for his public relations counsel. The photographer called DKNY out on Facebook. 12.5 Define crisis response strategies. In any case, theres no way I or any other casual reader would have read 10,000 words about the business if the story wasnt interesting. 47. Deep link Hyperlink that bypasses an organizations home page and takes users directly to resources deeper in an organizations website structure. CASE STUDY Crock-Pots response to the episode of This Is Us in which they were featured was effective in large part because the company remained good-humored. Action and Communication Tactics Communication should be planned around organizational action. While industrial farming practices have evolved to maximize profits and production, we make an extra effort to partner with farmers, ranchers, and other suppliers whose practices emphasize quality and responsibility. Bonus question: How many tions. One of the most common ways that public relations professionals engage the marketplace of ideas is to present research data. How might the company make better use of shared media? . 10 Listen to the Customer Listening, or paying attention to and processing what others are communicating, is at the heart of two-way communication. Thanks to everyone at Oxford University Press, especially Senior Development Editor Lisa Sussman, who has reviewed, edited and made better every single paragraph of this book through both editions. Localization is not merely translation. Interviews, focus groups and direct observation help public relations researchers understand the behavior of various publics. This formal process has obvious advantages over less formal research. When you work in public relations, your role in producing feature stories often happens in the background. 59. See also Place; Price; Product; Promotion Four R's of stewardship, 106 Four Seasons Hotels and Resorts, 394 Fox News, 299, 299p Framing, 303 Franklin, Nick, 232 Freedom House, 362 Freedom of Information Act (FOIA), 3045 Free flow of information, 8083, B2B3 Freelancers, 272 Free media, 170 Free Press, 128, 12930 Free speech, 29194, 298, 3079 Frequency, 169 Frito-Lay, 266 Frohnert, Ashley, 108 FTC. She most recently was head of social media at BODEN, a leading cross-cultural 170 CHAPTER 6|PL ANNING communication agency based in Miami, where she oversaw the McDonalds USA scope of work as Hispanic agency of record. Simply winging it is a recipe for disaster. Social networking: relying on the support of mutual friends and common affiliations. Storytelling 233 A ten-thousand-word New Yorker feature story was part of a groundswell of interest in Kelly Slater Wave Company. 3. How do you build and maintain mutually beneficial relationships in your professional networks while on the job hunt and when working in your organizations? Considers and accommodates all views on an issue or crisis. Throughout the ages, good public relations people have known how important it is to maintain good relationships with reporters. A nonprofit organization called the Employment Policies Institute published a research report by an economics professor at San Diego State University that found that raising minimum wages actually leads to reduced employment opportunities for entry-level laborers. Control group A group of subjects or people in an experiment who do not receive or are not exposed to a treatment for the purpose of comparison. As of this writing, the darling of DTC was moving more of its advertising budget to old-fashioned radio, TV and print media and had started selling toys in Target stores with plans to expand to other brick-and-mortar retail chains.20 You may not be able to teach an old dog new tricks, but apparently new dogs can learn old tricks. Several brands were tagged in this tweet, but only one responded: Hulu. Please put your bag on the scale, says the ticket agent. Snapchat, Instagram and Pinterest wouldnt exist without images. If so, pick the one job that appeals to you most. In an unusual plot twist, it was revealed that one of the shows most beloved characters, Jack Pearson, had died in a raging house fire caused by a Crock-Pot that had been switched off after a Super Bowl party.
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