Then in the summer of 2010, when BPs Deepwater Horizon rig exploded, leading to one of the worst manmade environmental disasters in history, BP was just hammered on social media. com/2018/08/09/us/puerto-rico-death-toll-maria. 5.3 Discuss applications of quantitative research. What are their daily digital habits? This feedback is normally qualitative in the form of editorial suggestions and comEven informal message testing can be useful as formative evaluation in public ments, either written or oral. The most massive of mass media will certainly reach internal publics. Distinguishes organizational/operational goals and strategies from communication goals and strategies. Think about the term engagement, for example. I also have become a fan of New Yorker contributor and Pulitzer Prizewinning author William Finnegan, who happens to surf too. The truth is that PR practitioners and lawyers need each other to best serve the needs of their clients. The commercial, which highlights the impact of palm oil on deforestation and the orangutan population, closed with Iceland Foods commitment to remove palm oil from its own-label products. They often are written as features and give depth and context to news stories by explaining the historyor backgroundof an organization or one of its events. Usage divide (or second digital divide) Gap between people who use information and communication technologies for education, self-betterment, civic engagement, etc. Ethics: Competition, Loyalty and Job Changes As you climb the public relations pyramid from entry level into management, youll switch jobs and employers. Rumors began to emerge that he wrote the tweet to impress his girlfriend and that the $420 figure was a joke reference to marijuana. PDF The Public Relations Strategic Toolkit An Essential Guide To Successful Alexandra Bruell, P&G to Bring Ad Holding Company Rivals Together to Form New Creative Agency, April 9, 2018, accessed May 21, 2019, https://www.wsj.com/ articles/p-g-to-bring-ad-holding-company-rivals-together-to-form-new-creative-agency-1523277000. Interestingly, the main values identified in the codes share more commonalities than differences across cultures, including common moral principles such as fairness and honesty. Tesla would establish a new committee of independent directors and put in place additional controls and procedures to oversee Musks communications. This last condition raised new free speech issues, and sure enough, within six months, Musk and the SEC were back in court for round two. While keywords like publics, organizations, communication and relationships may not be buzzworthy, these concepts have stood the test of time as key components in any sound definition of public relations. This kind of Public Relations without we recognize teach the one who looking at it become critical in imagining and analyzing. In 2019, YouTube found itself in the middle of a child exploitation scandal when YouTuber Matt Watson posted a video on how to find soft pedophilia rings. These actions also are consistent with a rebuild strategy, as evident in Zuckerbergs 2018 testimony. Even in writing for robots, we have to think about the humans who will take interest and see value in what we write. SOCIAL MEDIA AND MOBILE Mobile First UbiquitousSocialPersonalLocalCASE STUDY: BURGER KING USES MOBILE APP TO TROLL COMPETITORSUses and Gratifications of Media Social and Visual Listening What Is Social Listening?What Is Visual Listening?What Are the Benefits of Social and Visual Listening?How Do You Conduct a Social Listening Search?Creating Engaging Content TextImagesVideoCurated ContentBuilding Relationships and Community Community ManagementInfluencer and Advocate EngagementCASE STUDY: MILLIONS SHARE THEIR MICKEY MOUSE EARS FOR CHARITYVOICES FROM THE FIELD: SHANE SANTIAGO Ethics: Privacy and Safeguarding ConfidencesIN CASE YOU MISSED IT (ICYMI) SECTION IV. 12.6 Discuss how traditional media, social media and offline word of mouth interact in the spread of crisis information. 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 pictures she posted of a bottle of Bulleit Bourbon that had been delivered to her didnt help her case in the court of public opinion either. RELATED UNIVER SAL ACC REDITATION BOARD COMPETENCY AREAS 2.2 ETHIC AL BEHAVIOR 2.3 FIRST AMENDMENT ISSUES 2.4 PRIVAC Y ISSUES 2.5 OTHER LEGAL ISSUES 5.3 ORGANIZ ATIONAL STRUC TURE AND RESOURCES W here did you get this textbook? Trademarks and patents are particularly important to startups as they are used to develop organizational identity (e.g., trademarking logos) and to innovate with new products and services (e.g., patenting inventions). Participants stressed that while introducing ideas from other countries may work, it should be the local markets that make those decisions.55 Some of the most commonly localized tactics are those associated with media relations, such as press releases, media pitching and news conferences. All our work is done in the open. 6. One of the benefits of converged, multiservice agencies is that they can integrate communication functions strategically. Mediated public diplomacy A nations strategic use of media to promote its agenda abroad to foreign publics. Tom Kelleher. Tom Kelleher and Kaye Sweetser, Social Media Adoption Among University Communicators, Journal of Public Relations Research 24 (2012): 113. Principled Public Relations Management Regardless of how you define it, good public relations requires excellent management. tell us stories on what is happening there and what they need. Public Relations Practice Pdf Pdf, but end up in malicious downloads. According to a PRSA task force, Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. When public relations is practiced as a management function, practitioners proactively communicate with an organizations publics, carefully consider what feedback means for the organization, develop strategy and work with the organizations leadership to implement and evaluate both actions and communication. Ethics: Conflicts of Interest 345 ICYMI In Case You Missed It While classic principles of conflict management, issues management and crisis management still hold, social media have increased options for detection, prevention, response and communication. My organization has the ability to accomplish what it says it will do. 40. Description. You receive a letter with a simple request. These videos provide context and expand on many of the examples and case studies included in each chapter. Will they have to work longer hours? No part of that was cool. Social listening allows organizations to track positive, negative and neutral sentiment and set benchmarks. UAB grants the designation of Accredited in Public Relations (APR), and the professional credential for IABC is Accredited Business Communicator (ABC). 4.3 Discuss how business and commerce drive many of the relationships that public relations people manage. Successful efforts to share (and be shared) are usually no accident. Replicability The ability to perform a research procedure or experiment repeatedly to attain comparable results. For the most part, Ive left the top of the taxonomycreationto students and their professors. But human uses, needs and desires for media vary widely from person to person. Robert E. Brown, St. Jelena Vujcic and Pavani K. Ram, Handwashing Promotion: Monitoring and Evaluation Module, UNICEF, accessed June 13, 2019, https://www.unicef.org/wash/ files/M_and_E_Toolkit_.pdf. It depends on your organization and its goals. Personal Mobile media also allow for a tremendous amount of personalization. Henry Ford and Samuel Crowther, My Life and Work (Sydney: Cornstalk Publishing Company, 1922), 72. She also is very deliberate in her language. Apple Computer Inc. is as big a player as any in the global arena of mobile, multimedia, big data and the Internet of Things. Publishing Twitter account. Feed proofing Using text, typography and graphics in a video to communicate a message without the need for audio, making it easy to understand and watch without sound in a users feed. PRICE Market skimming Marketing strategy that starts with higher prices for early adopters of unique products and services and then lowers prices later to sell to a broader base of consumers when competitors enter the market. . Source: www.fresharts.org; Adapted from Spacetaker|Artist Resource Center. How is the job for entry-level public relations positions changing? weak labor markets each 10 percent minIn what ways could reasonable people disagree about the consequences imum wage increase reduces employment of raising minimum wages? I think it is a good book to add to a collection of academic books to reach for as access to a refresher. Identify key values. 10. And as we saw in Chapter 3, public relations and marketing work together in support of sales and profit. Strategic Planning 6. How might this play out in your college classroom? 35. Amazon.com: Public Relations: 9780190925093: Kelleher, Tom: Books . 267 Creating engaging content 267 x Text 269 Building relationships and community 276 Community management 277 Influencer and advocate engagement 279 CASE STUDY: MILLIONS SHARE THEIR MICKEY MOUSE EARS FORCHARITY 281 VOICES FROM THE FIELD: SHANE SANTIAGO 282 Ethics: privacy and safeguarding confidences 283 IN CASE YOU MISSED IT 285 Summary 286 Discussion questions 286 SECTION IV CONTEXTS CHAPTER 11 Legal 288 The first amendment 291 CASE STUDY: AMAZON V. NYT: A CASE IN THE COURT OF PUBLIC OPINION 292 Privacy 310 Intrusion into seclusion 310 Defamation 294 Appropriation of likeness or identity 311 Intellectual property 295 Copyright, trademarks and patents 296 Plagiarism 296 Public disclosure of private facts 312 Portrayal in a false light 312 VOICES FROM THE FIELD: CAYCE MYERS 313 Fair use 298 Intellectual property issues 301 Public information and the Freedom of Information Act 304 Protecting publics 305 Safety and accuracy 305 CHAPTER 12 Financial information 306 CASE STUDY: TESLA CEO AND FEDERAL REGULATORS GET INTO A TIFF OVER FREE SPEECH 307 Contents International legal contexts 289 Ethics: safeguarding confidenceswho owns your social networks? The date, however, was 1930 and the man behind the scenes was Edward Bernays. Elizabeth Dougall, Issues Management, Institute for Public Relations, December 12, 2008, http://www .instituteforpr.org/issues-management/. thought you were the og?, @Wendys rebuffed, Not really afraid of the burgers from a place that decided pancakes were too hard.11 For more than a month, IHOP took advantage of the attention to promote its new burgers across all channels. 22. 67. As discussed in Chapter 4, the best way to understand the needs of journalists is to develop solid working relationships with them. McGuire developed a hierarchy-of-effects model that outlines key steps in public communication campaigns: tuning in, attending, liking, comprehending, learning, agreeing, remembering, acting and proselytizing. How would you handle the situation? Increase knowledge about the benefits of handwashing with soap among primary school-aged children in 100 primary schools within one year. Increase the number of primary school-aged children that wash hands with soap before eating in 100 primary schools within one year.13 OUTPUTS, OUTCOMES AND IMPACTS Outputs Tasks or work attempted and completed, including communication tactics produced. Sometimes this entails differentiating yourself by showing your willingness to work on difficult issues. Why do you think Jeopardy! and Trebek himself communicated directly to publics during this difficult time? What are the consequences of buying followers? To keep up with industry trends, I subscribe to several email and trade publication lists for public relations. 40. http://www.religioncommunicators.org/a-brief-history. newspaper presses or Super Bowlsized TV audiences). The benefits may come as the result of exchange relationships, as when a customer buys a product or service. When about 4,500 of the 5,000 doctors to whom they wrote concurred with the conclusion, Bernays publicized the finding nationally. If suddenly you notice a negative shift, you can quickly react and mitigate the effects of a brewing crisis. The relationships between social media users determine what information they exchange and how they do so.51 People can voice their opinions about anything and everythingfrom their cult favorite lipstick to serious calls for public policy and reformwith their online audiences. 42. https://dockets.justia.com/docket/oregon/ordce/ 3:2018cv00386/135644. During the course of your career, you may work for organizations as big as the U.S. Department of Defense or Wal-Mart, or as small as a two-person business. 49. Organizational crisis A major threat to an organizations operations or reputation. Stacks calls this latent content. Marketers also use word-of-mouth promotion. What contingencies (i.e., internal and external factors) made her approach to the conflict right or wrong? But mesrelations. It may appear that people focus intently as they stare into their smartIn-demand phones but, actually, as they swipe and tap on their devices, they must rapcommunicators in idly make decisions about what to pay attention to and what to ignore. Public relations professionals should always consider whether they are contributing toor interfering withinformed decision-making on the part of publics affected by an organizations decisions or actions. In global and cross-cultural campaigns, some languages or keywords could be left out and others included in analyses. Rent From $20.99. For every like on YouTube there was at least one dislike. In fact, at last look, there were 1.4 million thumbs down compared to 794 thousand thumbs up, with many YouTube visitors to the Gillette Channel noting that their negative comments were being deleted. No doubt a big part of those reputations is based on their actions (Chapter 7), but what people write about these organizations also is important. Whats the worst public relations mistake youve seen written online? Peter Minnium, The Power of Disruptive D igital Narrative, Marketing Land, October8, 2018, https:// marketingland.com/the-power-of-disruptive-digitalnarrative-249533. But before you start picturing yourself as the Lyft driver version of a PR pro, take note that the vast majority of solo public relations professionals have decades of experience before they are sought as independent consultants.11 Although you likely dont expect to work for any one organization for your whole career, you also must realize the importance of loyalty to your employers while you work for them, even in internships. Are All Calories Created Equal?, Arthur W. Page Society, accessed May 21, 2019, https://page.org/ study_competitions/2014-case-study-competition. Influence. What types of research do you think led to this tactic? Not all fake followers on social media are bought. It looks like WhatsApp is not installed on your phone. Basically, the devices were software designed to detect when cars were undergoing an emissions test and then improve performance accordingly.14 Volkswagen had been caught cheating. The Story of Sage Kealohilani QuiamnoCo-Founder of Future for Us, Jasmine Rashae, March 19, 2019, https:// www.jasminerashae.com/your-stories/sage-kealohilaniquiamno; https://womenintheworkplace.com. Bonus question: How many tions. Transparency. The most uncontrolled media often provide better options for two-way communication, credibility and influence. Im thinking of my annual flu shot. Elizabeth Holmes, In Photo Sharing, Every Picture Tells a Story, When It Has the Right Caption, The Wall Street Journal, February 3, 2015, www.wsj.com/articles/ in-photo-sharing-every-picture-tells-a-story-when-ithas-the-right-caption-1423007365. DISCOVERING NEW PRODUCT OR SERVICE IDEAS Your customers can be your best product developers and creative geniuses. Openness: self-disclosure and directly discussing the nature of the rela- tionship including its problems, and willingness to listen. Organizers of a health campaign may run focus groups to see what types of messages and appeals resonate most with high school students. Or are Storytelling 229 you more interested in finding out what happened to Esawo? Media planning Choosing media channels to achieve strategic communication goals and objectives. The professor started right in discussing the importance of relationships between organizations and publics. A Hierarchy of Outcomes Awareness of a cause, new product or app is only one step in leading people to donate, purchase or download. Organic search results are those that are not paid for as advertising or sponsored links. So what do these robots look for? Lorenz Goette and Alois Stutzer, Blood Donations and Incentives: Evidence from a Field Experiment, IZA Discussion Papers, no. Jan H. Kietzmann et al., Social Media? The goal is to promote fair competition and respect among professionals. Slander Oral communication that is false and injures someones reputation. These state laws echo the sentiment of Supreme Court Justice Louis Brandeis, who wrote in a 1913 Harpers Weekly article that government in the open serves well the public interest: Publicity is justly commended as a remedy for social and industrial diseases. In addition to classifying the most common types of organizational crises, Coombs and Holladay offer an outline of crisis response strategies: deny, diminish, rebuild and reinforce. Timelines foster accountability in the management of strategic programs and campaigns. Of course, researchers cannot rely on formal written material alone to understand what makes an organization tick. Chatbots Artificial intelligence programs designed to mimic human conversation. ISBN: 9780134003559. Years ago I worked with a behavioral health system that was under investigation by 60 Minutes for practices that were alleged to be a threat to patient safety. Advocacy Promoting a cause also means supporting a mission, which requires strategy beyond mere awareness. 58. 5. Search advertising is a good deal for advertisers because they reach people who are searching for specific keywords related to their business, and the pricing is tied more closely to the behavioral results of the ad (e.g., clicking) than to the number of people assumed to be in the audience exposed to the ad. These three reasons represent three common tracks into the field. 120 CHAPTER 5|RESEARCH Situation Research One common approach for structuring the analysis is the SWOT analysis (Figure 5.2). When Amazon sent a 45-minute training video to team leaders at its Whole Foods grocery stores, it was meant to encourage employees to bring grievances to their bosses individually instead of through union representation. On one hand, we are witnessing vast cultural hegemony. Publicity isnt always welcome. Its about all of us. This is how Cond Nast introduced its new platform, Them., in a social media video in 2017.1 Them. These websites are sometimes referred to as brochureware because they basically present the same information that can be delivered in static brochures. At first reading, this tweet may sound harmless enough, and it certainly doesnt seem to present a clear and present danger like yelling Fire! in a crowded theater. Beyond implying cognitive activity, reading, scrolling, viewing and searching also can be considered behavioral outcomes because these activities indicate that people are doing something as a result of your public relations efforts. Public Relations | Rent | 9780190925116 | Chegg.com Ethics: Loyalty and Diversity inCommunication and Action Just as communication without action produces meaningless spin, diversity initiatives without loyalty amount to window dressing or a misguided attempt to gain political correctness points, as media critic Eric Deggans puts it.21 A key step in the process of ethical decision-making is identifying the diverse parties who will be affected by a decision and defining the organizations loyalty to each. Tactics for news media include news releases, fact sheets, backgrounders, bios and so on. Much of healthcare and healthcare communications is tied to this science, so take some classes in this area! Competition is a key provision in the PRSA Code of Ethics. They used Twitter to send important information out as quickly as possible when media inquiries were overwhelming their media relations staff. Case Study Mr. Zuckerberg Goes to Washington Facebook has long faced public scrutiny over how it handles user data and protects consumer privacy. Among the stories Ive read in the past few days are a profile on the best surfer in history in The New Yorker, Kelly Slaters Shock Wave,11 and an AP story posted on NBA.com about the first female player drafted into the NBA 2K e-sports league.12 Case Study The GOATs Surf Ranch: How a Feature Story Helped Build a Wave of Interest in a New Business Venture As an aging surfer who grew up trying to ride small messy waves in Florida before moving to Hawaii for most of my adult life, I have been in awe of fellow Florida native and 11-time world champion Kelly Slater for decades. Crises can be categorized by the degree to which people attribute responsibility for the crisis to the organization. In addition to the NFLs and UFCs claims to original copyright on one side and arguments that could be made for fair use on the other side, we must also consider the role of Twitter and other social media platforms. Evaluation of prior programs can be useful at the start of a new program for formative research and benchmarking to understand the current state of the organization, to assess their situation, and to set a baseline for measuring progress. In fact, those power lines across the Waahila ridge behind the University of Hawaii at Manoa never were built, and the hillsides of Lanai are still without windmills. 3 (2011): 241 251., doi:10.1016/j.bushor.2011.01.005. Even if your blog has great content, youll still need to drive people to it via other channels. Objective 5 Leading the Public Relations Function 5.1 Business literacy: Understands and explains how employers/clients generate revenue and how their operations are conducted. While it is important to reinforce the attitudes of supporters, and occasionally those opposed to your candidate or position may be won over in an election, the greatest gains in many campaigns come from undecided or independent voters. . The term B2C also highlights the relationships between businesses and their customers. In strategic public relations, objectives are specific steps taken to achieve broader goals. Interpersonal and social media channels need to be established and relationships need to be developed as part of an ongoing process of relationship building and maintenance. Many organizations have done that, or they have never called the function public relations in the first place. Baker epitomized that practice. Identify a case from the news in which an activist group has challenged a company. Please try again. But not everyone liked the ad. 34. https://www.doorofclubs.com/z. Preface About the Author SECTION I. FOUNDATIONSCHAPTER 1. talented friend to design it. Tom Kelleher is Professor and Associate Dean for Graduate Studies and Research in the College of Journalism and Communications at the University of Florida. 5. Even the number of likes on Facebook could count as items. Yours truly a MAN who Shaves.12 Hey Gillette, weren't you one of the companies that overcharged women for the same product simply because you changed the color to pink?13 PRNews called it a close shave, observing that the campaign had divided audiences on whether it was genuinely an effort for social good, a profit-driven rebranding, or both.14 The only way for Gillettes parent company, Procter & Gamble, to evaluate the campaign is to take into account both qualitative and quantitative measures. What was the most important thing you learned from it, and what would you do differently if you had another chance? According to Cornell University Law Schools Legal Information Institute, there are a bundle of torts to watch out for in privacy cases.43 These torts (acts that can lead to lawsuits) include intrusion into seclusion, appropriation of likeness or identity, public disclosure of private facts and portrayal in a false light. Diminish strategies attempt to minimize the organizations responsibility or bad intentions. who can identify features of a group of people that are universal and those that are unique to individuals.32 Earley and Mosakowski identify three sources of cultural intelligence: head (cognitive), body (physical) and heart (emotional/motivational). Employee relations made it happen. Creative Commons licenses allow content creators to designate the specific types of permissions they wish to allow. Measurement is an antidote for ambiguity. Other times they want to claim their content and protect it like a financial asset.