KEY LEARNING OUTCOMES 2.3 Identify common 2.1 Analyze public relations models on one-way/twowayand asymmetrical/ symmetrical dimensions using examples and key figures fromhistory. As issues grow, publics become more active and an organizations options for proactive management become more limited. There are always trade-offs. 1.2 Explain how public relations can serve a management function through key principles and values for ethical conduct. just identifying organizations and publics. Understanding digital media requires an . Social networking: relying on the support of mutual friends and common affiliations. SUMMARY 11.1 Discuss the importance of understanding national laws in international contexts. . Consider campaigns to get people to save for retirement, properly separate recyclables or maintain safe privacy settings on social media accounts. Can you name an organization (or organizations) using the range of tactics effectively? Pub. Masculinity-femininity Cultural dimension d escribing the difference between cultures that value competition, achievement and material success and those that value care, collaboration and modesty. How could the situation be avoided? Demographics Data describing objective characteristics of a population including age, level of income or highest educational degree obtained. For some insights on how to understand relationships between organizations and publics, scholars turned to interpersonal communication research. They consider monologic public relations to be less ethical because it treats publics as less important than the powerful organizations conducting public relations. Today, public relations practitioners are involved in the recruitment of volunteers for nonprofits, new members for political organizations, new hires for corporations, and, of course, new students for colleges and universities. For example, publicly held corporations, which are organizations that have offered shares for trading in stock exchanges or other public markets, are obligated to file certain reports and to make public certain information that may affect investors decisions. Is the daily dip in stock prices part of a larger pattern? Eye tracking Process of measuring eye movements to determine where people are focusing; often used in website testing. What are some of the best research resources you share with your students? Google treats a link from an external page as a vote by that page for the page to which it links. In addition, the interactive e-book includes videos associated with examples and case studies as well as a number of multiple self-assessment questions tied to the learning outcomes. Golden rule Ethic of reciprocitytreat others as you would like to be treated yourself. Over 7,000. institutions using Bookshelf across 241 countries. Cigarettes, which are equated with men, become torches of freedom. In this last statement I found a way to help break the taboo against women smoking in public. But what happens when a brand challenges traditional norms? In the end, the solution seemed easy, but this was largely due to Defrens expertise and careful ethical thinking. Attitudinal Having to do with affect, emotion, favor or disfavor toward an organization, brand, product, service, idea or any other attitude object. Visual listening The use of image recognition to track and analyze logos or products in online images. What limit to free speech was set or reinforced? In public relations, shared media tactics are very carefully planned and implemented. In a study of Facebook users, the Pew Research Center found that more than half of those surveyed said they were not very comfortable or not at all comfortable with Facebook tracking their activities to create a list of their interests and traits.13 In an interview with The Atlantic, researcher and Professor Benjamin Johnson, Spotify Wrapped gives you more than your top artists and songsit gives you a reason to share. Diversifying diversity would be one. Influence. She found that email and direct face-toface communication in traditional meetings and with direct managers facilitated information exchange, listening and conversation. Skye Grove, a rising celebrity Instagrammer in South Africa who had reached more than This photo by Stephen Ball was downloaded from Flickr and published here 40,000 followers on her Instagram account, with the express written consent of its owner. While some countries view it as a sign of respect, it can be disrespectful in others. and mid-1990s), 76 percent said they would take a pay cut to work for a socially responsible employer and 64 percent would not take a job with an employer that does not have a good corporate social responsibility (CSR) policy.33 Gen Z (people born between the mid-1990s and early 2000s) will likely follow that lead, but likely with a greater focus on the diversity and inclusion practices of employers. It worked. Exchange relationships Relationships in which each party gives benefits to the other with the expectation of receiving comparable benefits in return. They can then read, comment, share or create their own stories related to these organizations. PBSs Student Reporting Labs program for aspiring journalists lists these five key elements of newsworthiness: timeliness, proximity, conflict and controversy, human interest and relevance (see Table 4.1).6 Others include novelty, shock value, impact or magnitude and superlativessuch as the first, largest, longest, oldest or most expensive of some category. When you have to do that, one option is to tell an interesting story. But in 2018 gathering with friends and family iswell its not as easy as what it used to be, you know, the countrys divided and sometimes that can make it tough to find common ground. From determining whether its worth it to update an Instagram feed daily to pitching a million-dollar campaign proposal, evaluation is how we knowand showthe value of our work. But when dealing with large-scale issues of public concern, research is often brought into the mix to help organizations decide on their positions and then advocate appropriately. Why do listicles remain popular as a style for online writing? Duane Shimogawa, Robbie Alm leaving Hawaiian Electric Co., Bizjournals, July 17, 2013, accessed May 20, 2019, http://www.bizjournals.com/pacific/ NOTES 403 news/2013/07/17/robbie-alm-leaving-hawaiian-electric.html. Touting fake friends or followers is not an authentic approach to self-presentation in any type of communication. It is an editoriWhat kinds of permissions are indicated in this photo? A study by MIT researchers found that the human brain can process images in as little as 13 milliseconds!33 But were not only paying attention to imageswere engaging with them, too. The SEC held that Musk hadnt actually secured funding to take the company private. Micro-Influencers: Micro-influencers are becoming increasingly popular because, despite their low follower counts (often in the lower thousands), Brands like T-Mobile and Honda have partnered with Hispanic social media influencer LeJuan James to reach and connect with Hispanic consumers in the United States. Put your agency first, advises Crispin Porter Bogusky CEO Andrew Keller as he reflects on early jobs in his own career track. If you really try to hold on to your positions no matter what, theyre almost guaranteed to slip away, he says, but if youre really doing the right things, people feel that and theyll work with you.33 While still working at HECO, Alm joined an independent, nonprofit-funded program called Collaborative Leaders Network (CLN), where he is pursuing his philosophy in working with political, corporate, nonprofit and community leaders in Hawaii on strategies to solve problems of mutual concern. You can get in trouble for copyright infringement even if youve cleared yourself of plagiarism. Yes, those summative results can and should inform ongoing work and future campaigns, but as final evaluations, they answer the question of whether and Analytics to what extent the campaign achieved its goals (e.g., won the election, raised A field of data analysis used to the target amount of money or met sales projections for a new product). Effective pop-ups take planning with bigger organizational goals in mind. In this sense, workyoull need to be ing in a small organization can be seen as one of the purest forms of public much more of a relations as a management function. Schnatter had blamed slow pizza sales, in part, on the NFLs issues. In many cases, re-pinning on Pinterest, sharing posts on Facebook or retweeting on Twitter are great ways to build social capital. Erica Swallow, 10 Tips for Corporate Blogging, Mashable, July 20, 2010, accessed on June 13, 2019, http:// mashable.com/2010/07/20/corporate-blogging-tips/. Internet of Things (IoT)cool or creepy? Publishing Twitter account. Academic research bears out Pages principle as well. 242 CHAPTER 9|WRITING Writing for Social Media With social media, people find organizations online via links and referrals from other people. (eBook PDF) - The Public Relations Writer's Handbook: The Digital Age 23. http://contentmarketinginstitute.com/ what-is-content-marketing/. 78 In advertising and marketing, relationships are a means to an end, and that end is usually sales. 6. Vicks New Touch of Care Ad Campaign Is Going Viral for All the Right Reasons, ET BrandEquity, March 31, 2017, brandequity.economictimes.indiatimes.com/ news/advertising/vicks-new-touch-of-care-ad-campaign-isgoing-viral-for-all-the-right-reasons/57932443. Whats the biggest crisis youve ever averted? Prior experiences and successes help us build selfefficacy, which motivates us to persist in difficult situations and learn new strategies, which leads to more success, which leads to more self-efficacy, and so on. SMART objectives make it clear when, what and how evaluation should be conducted. What keywords might you want to listen to on social media? However, as more people view video on mobile devices in noisy or public places, subtitles have become crucial for helping viewers understand what theyre watching, especially when the sound is off. The thrust of the research posted by the Employment Policies Institute suggests that not raising minimum wages would do the greatest good for the greatest number of people. He gets Twitter; he finds value in the dialogue and his followers appreciate that a well-placed exec from a Big Company is engaged with them online. original information and good storytelling. Planning PL ANNING 149 For one day, this giant replica of Timberlands iconic wheat boot drew families to a pop-up park in the Flatiron District of New York City, kicking off a week-long series of events that also included the opening of a temporary 3,500-square foot Timberland store on Fifth Avenue. Ethics: Safeguarding ConfidencesWho Owns Your Social Networks? A smaller but dedicated and engaged audience base is more valuable than a large audience thats disengaged. Draw or chart a timeline such as the Gantt chart in Figure 6.4 that shows how your activities will lead toward your goal over time. GLOBAL PERSPECTIVES: Chapter 13, Global, heeds the advice of the 2017 report from the Commission on Public Relations Education, which recommends that students in introductory courses learn how the practice differs throughout the world, by integrating more examples and perspectives from outside the United States. Have you transformed the original work in some way to give it new meaning? University of Miami Professor Emeritus Don Stacks identified four types of units of analysis that can be quantified.20 1. In fact, the job title of public information officer (PIO) is most commonly How was Lees work in public relations different from journalism? To purchase, visit your preferred ebook provider. Social media users can also connect with each other to form communities. Excellent public relations helps resolve disputes before they become crises or end up in litigation. Clipping services 204 CHAPTER 8|EVALUATION 300k Sentiment Breakdown Coverage Over Time Media Type Breakdown OnlineNews 39.23% 200k PrintNews 4.14% 100k 0k Jan 01 Jan 04 Jan 07 Jan 10 Jan 13 Jan 16 Jan 19 Jan 22 Jan 25 Jan 28 30 Days 7 Days Positive 28.32% Blogs 12.38% Neutral 49.30% Twitter 14.26% Negative 12.54% PressRelease 10.01% Not available 9.83% Television 11.06% Radio 8.92% 24 Hours Custom Date Range Figure 8.3 Media monitoring services offer a variety of tools for the collection, analysis and reporting of media data. Asorey also led the agencys award-winning social listening practice, Escucha, to build brand advocacy through influencer and consumer engagement and real-time content. Proselytizing is a key part of strategic campaigns going viral. As a result, the smaller agencies have to offer their employees an experience they cannot get at a larger firm: for example, working with a more intimate team of colleagues on different accounts covering a wider array of industries, ensuring a closer and more direct working relationship with agency clients, and offering the opportunity for co-workers to create strong emotional bonds. Yes, I believe that higher ethical standards in public relations are more commonplace, partly due to the globalization of society and changes in technology that require a higher level of openness and transparency in organizational communications. Is it on Facebook, Twitter or Instagram? Formal and Informal Research 141 Voices from the Field Megan Kindelan MEGAN KINDELAN is Director of Public Affairs for the U.S. Bureau of Labor Statistics (BLS) and teaches strategic public relations in The George Washington University Graduate School of Political Management. MULTIPLE-CHOICE ASSESSMENT QUESTIONS: Multiple-choice questions related to the learning outcomes of the book appear at the end of every major heading and also at the end of each chapter to test students understanding of the material and help them prepare for exams. Public Relations - Tom A. Kelleher 2017-01-04 Engagement. Great Recession that occurred between 2007 and 2009 resulted in smaller budgets and employee cuts for many public relations agencies.45 But not all organizations cut back In most emerging economies surveyed, during these tough timesauto brand Subaru a majority of adults go online doubled down on public relations instead. The National Investor Relations Institute defines investor relations as a strategic management responsibility that integrates finance, communication, marketing and securities law compliance to enable the most effective twoway communication between a company, the financial community and other constituencies, which ultimately contributes to a companys securities achieving fair valuation.24 Professor Alexander Laskin has researched investor relations as a subfunction of public relations. In addition, conflicts may surface when a practitioners own values and beliefs are incongruent with the culture of an organization. Just put quotes around a sentence or excerpt of text and run a web search for that quoted material, and if the words have been plagiarized, theres a good chance youll uncover an earlier source. CASE STUDY Mastercards World Cup campaign was criticized by many on social mediafor gamifying hunger in Latin America and the Caribbean. Identification 329 3. Sort of. 43. https://www.law.cornell.edu/wex/invasion_of_privacy. Individuals literacy, access to media and the International Public Relations 361 Two-way communication can be particularly challenging when your publics dont have the information or resources to engage in dialogue. Send them copies of breaking news releases that are going to news media. While nonprofit organizations exist primarily to make a positive difference in their communities and the natural environment, for-profit businesses and corporations exist primarily to make money. However, regulation of private accounts of employees is very restrained. (PDF) Public Relations by Tom Kelleher | Paula C - Academia.edu And BarkBox quickly became a darling on Instagram, where dog owners and dog lovers post funny pictures, quotes and videos of their four-legged friends tearing into their freshly delivered toys and treats. Arthur Pages principles of public relations management provide a framework for introducing ethical practice. In public relations, you have an ethical responsibility to work hard to understand publics. Using a multiple of three, the billable rate for the account supervisor would be $121.89 per hour. And I'm Proud of the C onversation It Started, CNN Business, February 5, 2019, accessed June 13, 2019, https://www.cnn.com/2019/02/05/perspectives/ gillette-we-believe-ad-pg/index.html. Level of involvement The degree to which people feel or think that a problem or issue affects them. Dormant: when the organization has no choice but to accept the long-term consequences The longer an issue exists without being addressed, the more entrenched publics become in their opposition and the fewer options for strategic response are available to organizations (Figure 12.2).9 CHAPTER 12|ISSUES AND CRISES ISSUE LIFE CYCLE Early / Potential Current / Crisis Emerging Fewer options for response and control Public pressure More options to respond and control situation Dormant Externally imposed constraints Increasing media attention and public awareness Time Figure 12.2 This illustration of the issue life cycle shows how public pressure builds over time as an issue moves from potential to emerging to current/crisis. Members of one group, a treatment group, were offered a lottery ticket as an incentive to donate. Publisher Oxford University Press. Public relations professionals often have the responsibility of deciding what is and isnt allowed on their organizations social media pages. This digital research technology has the advantage of providing more accurate accounting for what content is delivered, but unlike paper surveys and diaries, the watermarking technology cant tell researchers whether you are actually paying attention. Sports and entertainment jobs also include issues and crisis management, marketing and branding, and community relations. Why would an organization want to personalize a response with the users name? 21. Crisis Types 333 A sample of Extra-Strength Tylenol is presented side-by-side with a sample of cyanide-laced medicine in a medical examiners office in October of 1982. See also Measurement Mexican Association of Public Relations Professionals, 24 Miami Herald, The, 249 Microblogs, 24546 Micro-influencers, 28081 Microsoft, 111, 367 Milano, Alyssa, 47, 47p, 48 Minimum wage issue, 14344, 143p, 144p Mission, 157, 158f Mission statements, 12324 MIT, 271 MIT Technology Review, 31112 Mixed media, 191 Mixed-motive model, 39 #MLK2019, 267 Mobile media, 25863, 263p, 283 localization and, 260 personalization in, 25960 social networks accessed on, 25859 as ubiquitous, 258 uses and gratifications of, 26263 Mondelez International, 1078 Monitoring (proactive issues management step), 32829, 329f Monologic communication, 370, 371 Moore, Carissa, 66, 75 Moran, Monty, 336 Morano, Robert M., 309 Morgue (news organization archives), 241 MSL, 356 MTV Networks, 193 Mule Deer Foundation, 281 Multimedia, 26869, 283, 391. Media ethicist Patrick Lee Plaisance argues that transparency is ethical not because of its strategic outcomes (e.g., reputation for doing the right thing), but because it is essential to human dignity.60 He cites philosopher Immanuel Kant in building a case that the best reason to be transparent is respect for other people. The examples used throughout the book are engaging and useful for students." News stories or online reports about key publics. Look at your phone for actual icons that are artifacts of brands. 26. http://cyber.law.harvard.edu/property99/ metatags/1998futu.html. They present factual information about an organization or its events, people, products or services. Planners can design more advanced interactive Gantt charts using relatively inexpensive project management software available online. What factors are most important to consider before launching social media efforts? The UAB and other accrediting bodies include knowledge of history as part of their criteria for accreditation. 5.6 Organizational skills: Integrates multiple dimensions of a public relations campaign. Rights to free speech may be limited when they infringe on others rights or someone elses reputation, intellectual property, financial interests or privacy. Bigger agencies and organizations with larger budgets subscribed to clipping services. Or are Storytelling 229 you more interested in finding out what happened to Esawo? Social media was blowing up, and organizations worldwide had to figure out what to do about ithow to demonstrate the value of public relations in a new era of media. Identify key values. PDF PUR3000 Principles of Public Relations - Fall 2021 Grunig and Hunt painted Ivy Lee as an exemplar of the public information model of public relations: Lee viewed the public as made up of rational human beings who, if they are given complete and accurate information, would make the right decisions.61 As a former journalist, like many of todays public relations practitioners, Lee embraced the general idea of objectivity. If you had the ability to conduct visual listening, what visuals would you monitor? The practitioner himself or herself is another. Write using the inverted pyramid style. Some people may have become active prior to 2017, but then felt less involved with the issue when they didnt notice any difference in their service after the net neutrality rules changed. 46. Deceptive practices are a big issue. For example, Twitter recommends limiting your color palette, not only because it will distinguish your images from others, but also because it will make future design decisions easier.36 Consistency is important across platforms, too, even in something as simple as the images an organization selects for its profile pictures. The aspect ratio is 9:16. As a global business, public relations can help achieve consistency in messaging that is authentic and credible. Defamation One of the ways that someone can hit the legal limits for free speech is to infringe on someone elses reputation. Overhead expenses Costs of running a business that are not directly related to the product or services delivered. The nature of the copyrighted work. Many NGOs work closely with the United Nations. (Benchmarking can also be used to make performance comparisons with other organizations or industry standards.) What content will people respond to and share, and why? Acts to remedy unethical acts. What was the communication strategy? Monitoring 2. Black box fallacy False notion that predicts that most human communication needs will eventually be satisfied with a single device. Oz and the Musical: Performing the American Fairy Tale, Astaire by Numbers: Time & the Straight White Male Dancer, Classical Projections: The Practice and Politics of Film Quotation, A Strategic Nature: Public Relations and the Politics of American Environmentalism, Digital Strategies: Data-Driven Public Relations, Marketing, and Advertising, Strategic Media Relations in the Age of Information: An Evidence-Based Approach, Cases in Public Relations: Translating Ethics into Action, Managing Public Relations: Methods and Tools, Extended case studies in every chapter show students how to apply the chapter's core concepts, Ethics--including coverage of the six provisions in the Public Relations Society of America Code of Ethics--are discussed in every chapter, "In Case You Missed It" (ICYMI) boxes at the end of each chapter summarize practical tips, including important guidelines for social media use, Learning outcomes are aligned with the Universal Accreditation Board's competencies to ensure that the text is professionally relevant, Each chapter includes a "Voices from the Field" Q&A with a scholar, practitioner or social media influencer. games, and even old-fashioned TV. In a classic 1919 Supreme Court opinion, Justice Oliver Wendell Holmes wrote that you cannot falsely yell Fire! in a crowded theater and cause a panic. In issues management, the underlying purpose of implementation is to prevent negative outcomes and encourage beneficial ones. 29. Managing Relationships 91 Organizational-public relationships have many parallels to interpersonal relationships. I check media-business news and see how the latest round of mergers and acquisitions affects the products and services I use. 412 NOTES 48. Youve no doubt run across many listicles in your online browsing: for example, 10New Year's resolutions that will make your online life a little better1 or 5 Creepy Things A.I. Do they understand how to register for your service? With respect to searches, publics count on search engines and algorithms to filter for the content that is most relevant to their queries. Smoking is a sublimation of oral eroticism; holding a cigarette in the mouth excites the oral zone. Intercultural public relations Management of relationships between organizations and publics of different cultures. Advertising FAQs, LinkedIn, accessed June13, 2019, https://business.linkedin.com/marketing-solutions/ advertising-faqs. To define public relations, consider organizations, publics and the relations between them. Working for a statistical agency surrounded by data experts makes my job even more fun! Tuning In Before communication can have any effect at all, people must be exposed to the messages. Does the moral of the story still resonate? RELATED UNIVER SAL ACC REDITATION BOARD COMPETENCY AREAS 1.7 DIVERSIT Y 2.2 ETHIC AL BEHAVIOR 6.1 REL ATIONSHIP BUILDING 6.3 INTERNAL STAKEHOLDERS 6.4 MEDIA REL ATIONS C ongratulations! Mixed Media In the universe of owned, paid, shared and earned media, communications functions and effects mix and overlap considerably. Perhaps nowhere else in public relations are the relational outcomes of trust, satisfaction, commitment and control mutuality so apparent. Positivity means appealing to publics by providing value and making yourself desirable to specific audiences. Those pushing for integrated communication advocated an outside-in approach that started with people rather than products. Truth is a fantastic defense in libel cases. Schnatter filed a lawsuit against the company and started his own website, https://savepapajohns.com, where he too attempted to appeal to multiple publics: I built Papa Johns from the ground up and remain its largest shareholder. How might governmental media control impact public relations efforts? Mobile App Report, www .comscore.com/Insights/Presentations-andWhitepapers/2017/The-2017-US-Mobile-App-Report. Others are tied to politicians and organizations that require continuous public relations efforts from term to term and from political initiative to political initiative. Another option is pre-roll advertising, which is a commercial ad displayed for a few seconds as online video before the desired video is shown. However, the strategic importance of those metrics depends on what they tell you about your progress toward a goal. Do you help your former agency colleagues by giving them a heads-up on what they should do to keep the account? How Do You Conduct a Social Listening Search? In planning goals and objectives, its important to understand the current state of your organization, situation and publics so that you can measure your progress against that baseline or starting point. Multiple objectives may serve each goal. Social media releases adopt the conventions of social media to include sharable online material such as useful chunks of text, quotes, photos, infographics, suggested tweets, social media handles, hashtags and embeddable multimedia elements. And, if we want publics to find our organizations and stories when they do internet searches, we must understand how to write for search engines. Understands how the public relations function contributes to the financial success of the organization. The short answer is GDPR, or the General Data Protection Regulationa European Union (EU) regulation that went into effect in May of 2018 to protect individuals privacy by giving them more control of their personal data. ), and then identify one early/potential issue for the organization. PRSA and IPRA are two major professional organizations offering codes of ethics. No barrels of ink required. Of course, this doesnt mean that there is no role for public relations in countries 360 CHAPTER 13|GLOBAL Social media and endorsements from celebrities like British comedian James Corden, who is wellknown in the United States, stretched this campaign beyond national borders.
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