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6. In situations like these, an organization may not get a full pass as it would in a victim crisis, because publics still might question the organizations operations. ; 9 Agencia Fotograficzna Caro/Alamy; Winner of Greenpeace's Rebrand BP Competition. issue with formal research, however, is Why is this research so expensive? Ralph Barney, Cases and Commentaries, Journal of Mass Media Ethics 1, no. 14.5 Discuss ethical dilemmas related to the professional values of competition and loyalty. KEY LEARNING OUTCOMES 3.1 Analyze how different forms of convergence affect public relations. The hearings were called following a scandal in which the political consulting firm Cambridge Analytica was suspected of improperly harvesting the personal information of more than 87 million Facebook users. Latent publics People who are affected by a problem or issue but dont realize it. 2.4 Discuss the ethics of transparency, objectivity and advocacy. The strengths of a large-scale national survey with tens of thousands of participants can become limitations in understanding deeper social phenomena. See also Digital media; Internet accounts of key publics' representatives, 133 analytics, 162 Barcelona Principles on, 217 career skills needed for, 391 comments on, 244, 278 community management on, 27779 conflict management on, 32024 content creation for, 26776 crises and, 34144 duty to, 20 employee relations and, 101 ethical communication in, 18, 22 global public relations and, 362, 363 images in (see Images) intellectual property issues, 3013 mobile devices and, 25859 moderating pages on, 27879 organizational control of, 31416 politics and, 4344 production of materials for, 163 recruitment via, 45 relationship management and building on, 88, 27681 religions using, 42 rumors on, 33435 sharing on, 18789 social listening and, 26367, 277 text in, 26971 tracking objectives and goals on, 171 video in, 27375 visual listening and, 26467, 277 writing for, 24346, 250 zombie followers on, 17274 Social media creators, 342 Social media crisis communication model (SMCC), 34243, 345 Social media followers, 342 Social media inactives, 342 Social media influencers, 7, 70, 227. With no drinkable running water and no electricity, Rodriguez worked on rebuilding his house in the evenings. Now most music is purchased digitally. RELATED UNIVERSAL ACCREDITATION BOARD COMPETENCY AREAS 1.6 AUDIENCE IDENTIFICATION 1.7 DIVERSIT Y 2.2 ETHICAL BEHAVIOR 4.2 BARRIERS TO COMMUNICATION 6.5 NETWORKS Total market approach A strategic approach that combines insights and considerations from diverse segments to deliver integrated, culturally nuanced campaigns. Yue concludes, In order to successfully engage on Sina Weibo as a brand, its important to keep in mind a classic Chinese saying, Precise knowledge of self and precise knowledge of the threat leads to victory.27 Writing for Search Engines Sometimes, we have to write for robots. Blog Online post (or web log) with reflections, comments and often links provided by the writer. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide. Include important factual information that journalists would need to support the main points of the story. The aspect ratio is 9:16. What advice do you have for college students about preparing for public relations careers that will involve digital measurement? Using a multiple of four, the billable rate would be $162.52 per hour, even though she is earning an annual salary of $65,000 and not $338,000. James Lukaszewski, https://www.e911.com/. As university foundation officials stand at podiums across the globe in caps and gowns each year and plead with new graduates to remember their alma maters as they move on and start earning larger paychecks, these school officials hope 42 CHAPTER 2|PUBLIC REL ATIONS MODEL S THROUGH THE AGES that commencement acts as the start of a beautiful friendship. Consistent and regular interaction (i.e., two-way communication and relationship building) with others online is also a big part of what it takes to be successful in building online social networks. Why or why not? Relationships (Beyond Sales) The greater the trust between public relations people and journalists, the better each party will be able to perform during tense times. This loyalty brings transparency to the forefront because if those followers expected the executive to write all his own tweets and if he was planning on changing that without telling them, they may have been deceived. 4. . While you can write about anything you want on your own personal blog, readers of an organizations blog should know what to expect, and the general theme should be closely related to what your organization does. And then, just six weeks after the storm hit, the facilities were again running at full capacity.16, 17 How was this even possible? Publicity is earned. Either way, gaining budget approval and then achieving the goals and objectives within that budget indicate professionalism in public relations. I watched her put her mask back on and go back into the world like she was all alone and I couldnt evenbring myself to whisper . Creating Engaging Content 269 Facebook and Instagram is that they allow users to tag people and indicate locations without using the caption for that basic descriptive purpose. To keep up with industry trends, I subscribe to several email and trade publication lists for public relations. There are three good reasons for studying PR history. Most publics fit both criteria in that the influence is mutual. Social media influencer Social media user who has earned credibility with specific publics and who can be instrumental in strategic communication programs because of his or her reach and engagement. 4. So what do we make of this disconnect between public relations as professors and professionals want to define it and public relations as so many others see it? commercialization good for the sport? Target sent this letter to customers after experiencing a credit and debit card data breach. Step-by-step guides such as Fitzpatricks Ethical Decision-Making Guide, cases like Defrens client tweeting example, and codes of ethics all offer good guidance for practicing ethical decision-making offline and online. Airline ticket agents and flight attendants may be our windows into the workings of the larger airline. Scarcely a week goes by when one of these sources doesnt include some form of advice on pitchingSeven Ways to Think Like a Reporter, Five Reasons Your Pitch Stinks, How to Pitch TV News Reporters, Pitching a Broadcast Story? Nor is it part of the One Billion Rising movement, which started on February 14, 2012, as a call to stop violence against women and children and is held every Valentines Day across international locations. Digital and social media can be treasure troves of data on publics and how they engage organizations, but making sense of that data in a way that informs strategy is critical (Chapter 6). Three key resources to consider in any public relations budget are personnel, administrative costs and supplies, and media. If you are still uncertain, consult a legal expert. Would you categorize this as an apology? Owned Media Pardon the low resolution and snazzy fonts, but heres the very first White House home page as it appeared in 1994. Long-time FIFA World Cup partners include Adidas, Coca-Cola and Visa.65 But even organizations that are not official partners or sponsors want in on the actionand they often find loopholes to engage their audiences without ever mentioning the actual tournament. Influences overall organizational changes in policy, procedures, staffing and structure, as appropriate. Or so potential patrons were told in the billing of an 28 CHAPTER 2|PUBLIC REL ATIONS MODEL S THROUGH THE AGES Model Publicity/press agentry Direction of Communication organization publics Public information organization publics Two-way asymmetrical organization publics Two-way symmetrical organization publics Definition Historic Examples Modern Examples Communication is mostly one-way, initiated by an organization with little concern for accuracy or completeness P. T. Barnums exploitation of Joice Heth for controversy and attention Publicity stunts like IHOPs IHOb name change stunt Communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information Ivy Lees work for railroads Work of government public information officers for organizations like FEMA Communication is two-way but unbalanced, with the organization using research/feedback in an effort to persuade publics to change attitudes or behaviors Bernays Torches of Freedom and bacon-and-eggs study Analyticsdriven, personalized persuasion campaigns Communication is mostly balanced, with the organization as likely to change attitudes or behavior as its publics Earl Newsom counseling Ford on auto safety Public utilities communitybased problem solving Figure 2.1 Four models of public relations. This voice is gauged by asking people how much they agree with statements about how an organization communicates. If anything, public relations professionals must work that much harder to get their clients to realize that their story has to stand out above the rest. Of course, Chipotle still has its critics. Tom Kelleher. Marketing is the business of creating, promoting, delivering and selling products and services. We must build a more diverse and inclusive global organization that looks, thinks and behaves like the people that use our products, said Falk. Hispandering Heritage Month Begins with Coca-Colas Ridiculous Heritage Tattoo Cans, Latino Rebels, September 5, 2015, www.latinorebels.com/2015 /09/05/hispandering-heritage-month-begins-withcoca-colas-ridiculous-heritage-tattoo-cans/. Sometimes, we get so caught up in the visuals that we forget about ensuring our measures are valid and purposeful. This may be as simple as a handwritten thank-you note or recognition in a member magazine. 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. 7. Monologic communication happens when your professors assert their authority and limit opportunities for student collaboration and discourse. 6. If nothing else, we hope people take time to view the entire film, and even if they don't agree, they will have a constructive conversation about it.15 Organizations like Procter & Gamble dont take risks as big as this and double down on them unless they have done their homework, including both quantitative and qualitative evaluation. You also can find yourself in legal trouble for publishing information that has not previously been released, if that information is personal and not deemed to be of legitimate public interest. 11.3 Describe limits to free speech, including libel and slander as forms of defamation. What are the advantages and disadvantages of writing with templates? 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. . So, he asked family and friends to purchase copies in Thailand. VOICES FROM THE FIELD: KRISLYN HASHIMOTO Ethics: competition, loyalty and job changes IN CASE YOU MISSED IT Summary Discussion questionsAppendix A: Universal Accreditation Board CompetenciesNotesGlossaryCreditsName indexSubject index, Public Relations SECOND EDITION Tom Kelleher University of Florida New York Oxford OXFORD UNIVERSITY PRESS Oxford University Press is a department of the University of Oxford. 144 CHAPTER 5|RESEARCH public relations scholars Shannon Bowen and Don Stacks point out, a primary weakness of utilitarian ethics is that the person who applies them can use them to sanction whatever he or she wants to maximize in their personal good outcomes, as opposed to maximizing the greatest good for the greatest interest in the public interest.28 The Institute for Public Relations measurement commission has adopted a statement on ethical standards in public relations research and measurement that promotes many core values beyond utilitarianism: All research should abide by the principles of intellectual honesty, fairness, dignity, disclosure, and respect for all stakeholders involved, namely clients (both external and internal), colleagues, research participants, the public relations profession and the researchers themselves.29 ICYMI In Case You Missed It The very first thing most of us do when we need an answer to a new question is hit the search button. OKI know what some of you may be thinking now. But before you hire a translator to expand your social media reach into China, consider some of the cultural differences. Do they use it for information? Prior to that, I interned in the PR department at Starwood Hawaii. Think direct-messaging, 1930s style: In the interests of equality of the sexes and to fight another sex taboo I and other young women will light another torch of freedom by smoking cigarettes while strolling on Fifth Avenue Easter Sunday. Capture Attention with Updated Features for Video Ads. Facebook Business, F ebruary10, 2016, www .facebook.com/business/news/ updated-features-for-video-ads. Moreover, these men clearly were not the only ones innovating in public relations. The same idea applies in this era of digital publishing and consumer-generated media (CGM). (eBook PDF) - The Public Relations Writer's Handbook: The Digital Age / Edition 2 ibuks. Business, religion, education, politics and government are intertwined with public relations throughout history inasmuch as organizations and publics have communicated, persuaded and adapted to each other over time. Relational public diplomacy Engagement between a nation and its foreign publics in cultural exchange and two-way communication with the goal of achieving mutual benefits. client, vote for your issue or candidate, or purchase your service or product. Take Twitter, for example. Duty to Society: Social media have the potential to facilitate meaning- ful democratic dialogue and healthy economies by affording publics the opportunity to engage organizations in the honest exchange of ideas, currency, products, services and social capital. Mission Overall reason an organization exists. On the other side of the spectrum are uncontrolled media. 26. Intellectual property Any product of the human mind that is protected by law from unauthorized use by others. In fact, CSR may help with profitability, as is evident in research s uggesting a link between charitable giving and corporate revenues.46 EMPLOYEES Positive relationships with employees are an important part of the equation linking social responsibility with profitability. Oxford Dictionaries define the adjective objective as not influenced by personal feelings or opinions in considering and representing facts.62 But journalists, or any other human beings for that matter, struggle with total removal of feelings and opinions in selecting, interpreting and reporting facts. Constraint recognition When people detect a problem or situation in their environment but perceive obstacles that limit their behavior to do anything about it. You will also be directly accountable to small business, publics for the outcomes and effects of those decisions. Round-up stories with perspectives from multiple sources 8. Russell Hotten, Volkswagen: The Scandal Explained, BBC News, December 10, 2015, accessed June 18, 2019, http://www.bbc.com/news/business-34324772. The growth of digital, social and mobile media that reach consumers in so many ways has further blurred the lines between public relations, advertising and marketing. use of research for advocacy and profit with the process of utilitarian ethics. If you are organizing an event as part of a larger program, you may estimate the total cost of the event in your initial program proposal rather than getting too 168 CHAPTER 6|PL ANNING specific with each line item. Because Chinese characters convey so much more information than Roman characters, that character limit is less of a constraint on Weibo than Twitter. Ridiculous amounts of data can be collected and analyzed to better serve customers with personalized experiences that are customized to their browsing history and preferences. Long before carefully orchestrated events like this one from the One Billion Rising movement in the Philippines of February 14, 2018, were termed flash mobs, Edward Bernays organized the Torches of Freedom event as part of a sophisticated persuasive campaign. How many minutes of news coverage does a blood drive get on TV? Stories about products or services 10. Technology journalist Erica Swallow has outlined 10 tips for successful corporate blogging:25 1. 60. Not only do they have the obligatory Facebook, Twitter, Pinterest and Reddit buttons, but the content is actually something I might want to share with my friends on these networks (or in my book-writing, as with the picture of surfer Carissa Moore). She summarized the companys strategy as one of corporate social responsibility. 25. Summit Agrees [on] Framework of Global Programme Measurement Standard, International Association for Measurement and Evaluation of Communication, June 21, 2010, https://news.cision.com/amec/r/ summit-agrees-framework-of-global-programmemeasurement-standard,c498817. You should always operate from your overall goals and strategy. If so, why? META TAGS AND URLS Meta tags are the snippets of text that you use to describe a web page to search engines. Evaluation Crisis Types Victim Crises Accident Crises Preventable Crises Crisis Response Strategies Deny Strategies Diminish Strategies Rebuild Strategies Reinforce Strategies CASE STUDY: MR. ZUCKERBERG GOES TO WASHINGTONSocial Media and Crises VOICES FROM THE FIELD: BARRY FINKELSTEIN Ethics: Conflicts of Interest IN CASE YOU MISSED IT (ICYMI) CHAPTER 13. Public Relations Society of America (PRSA) Member Code of Ethics, Public Relations Society of America, accessed June 13, 2019, http://www.prsa.org/aboutprsa/ethics/codeenglish. Every person on this planet will retain some aspect of his or her cultural heritage regardless of what happens in the world. Just practice good judgment. Of course, agencies wouldnt make any money if they only charged their clients their actual costs, and they have many other expenses to cover besides those payroll costs, so they bill clients at a rate of three or even four times the cost of paying the account executive. Social media have increased both the volume and the speed of communication in crisis situations and opened new channels for both organizations and publics to communicate. CASE STUDY Whose speech is more legally regulatedyours or Elon Musks? Was advocacy the right strategy here given the circumstances? Has public relations writing become easier with the rise of social media or harder? The downfall is that most of these free resources are limited and can only monitor mentions on Twitter. Ever type a tweet and then quickly show it to a friend before posting? International public relations Management of relationships between organizations and publics of different nations. Catalyst is a nonprofit organization dedicated to advancing business leadership opportunities for women. business writing and social media writing. If you work in public relations, you may even play a role in communicating legal information, such as when you write social media policies or handle media inquiries related to your organizations legal disputes. Which of these charts indicates public relations outcomes beyond just media coverage? A colleague of mine searched online for specific cancer information for a relative, and shortly thereafter she was served an ad that invited her to shop for Bile Duct Cancer at Amazon. Yikes! That is the question at the heart of initial crisis assessment. How does the organization benefit from the Creative Commons license? These are basically two conditions in a simple experiment. I Diverge, Technology Review 104, no. Daniel Kahneman, Thinking, Fast and Slow (New York: Farrar, Straus and Giroux, 2011). Can we engage the general public on this issue? Families even dressed up as the character! Ill always remember the first time I saw a billing sheet. No. After the story broke, both agencies terminated their contracts with Papa Johns. Public Relations, Second Edition, presents a clear, engaging and contemporary picture of public relations principles while seamlessly integrating technical and cultural shifts brought about by the rise of social media. Owned, Paid, Shared and Earned Media 187 Another key to success is how those who manage the @APStylebook account monitor news and other social media to find opportunities to engage key publics. Lifetime - $99.98. In his book The World Through Soccer: The Cultural Impact of a Global Sport, Professor Tarim Bar-On compares soccer to a secular religion with devoted fans and revered deities (e.g., soccer stars).62 More than half of the worlds population watched the 2018 FIFA World Cup,63 an international soccer tournament in which 32 teams representing their home countries competed against one another. The site also featured stories on amazing women who have worked at McDonalds and owned franchises and included a Proud Sponsor link illustrating the companys relationship with International Womens Day with a link that directed website visitors to McDonalds careers page where women were invited to search jobs and apply. 106 When Publics Are Organizations and Organizations Are Publics An issue is any important topic or problem that is open for debate, discussion or advocacy.30 If products, services, stocks and money are the stuff ofexchange in regular marketplaces, issues are what fuel exchange in the CHAPTER 4|REL ATIONSHIP MANAGEMENT marketplace of ideas. In the United States, were feeling the effects of this cultural movement all around us. Most consumersmen and women alike support the messages, particularly younger Millennial and Gen Z consumers. The big difference between Mr. Trump and other candidates is that he is far better than any other candidatemaybe than any candidate everat earning media. With words.30 Sometimes you write words to explain other elements of multimedia such as an image or a video. Usage divide (or second digital divide) Gap between people who use information and communication technologies for education, self-betterment, civic engagement, etc. Every aspect of this process presents more opportunities than ever for public relations departments, agencies and professionals. The stakes for accuracy in these required reports are extremely high, and enthusiasm and optimism must be carefully balanced with attention to accuracy. Date: 01/06/2020. However, online surveys still serve much the same purpose as paper surveys. 276 CHAPTER 10|SOCIAL MEDIA AND MOBILE Community Management Jay Baer, author and founder of Convince & Convert, said, We are in an era now where customer service is a spectator sport.53 Every time someone praises an organization or complains about a product on social media, those comments are amplified for the world to see (depending on privacy settings, of course). 11. http://www.medialaw.org/topics-page/defamation-faqs. Adaptability is a survival strategy for 21st- century learners, according to Future Shock author Alvin Toffler.21 We all must be ready to learn, unlearn and relearn, and thats what will serve us well as the field continues to change. Students who graduate from these programs are sharp writers, but they also are sharp critics of others sloppy newswriting. HEAD (COGNITIVE) Learning about high-context and low-context communication through reading is mostly a cognitive endeavor. The plot line was fictional, but the potential damage to Crock-Pots reputation was real. Any type of recorded communicationfrom newspaper articles to TV shows to YouTube comments to Instagram feedscan be systematically analyzed. 1.5 Planning: Sets goals and objectives based on research findings. Smaller firms must deal with rising labor costs, rapidly changing digital and social media platforms, and a more demanding workforce. Analyzes probability and potential impact of risk. Although smaller firms offer greater flexibility and mobility, it has been difficult to match the salaries, benefits and extra perks a larger and better-financed firm can provide. Laura Silver et al., Mobile Connectivity in Emerging Economies, Internet & Technology, Pew Research Center: Internet, Science & Tech, March 7, 2019, www .pewinternet.org/2019/03/07/ mobile-connectivity-in-emerging-economies/. An Ohio State masters student once ran a thesis experiment comparing how people rated resumes with unprofessional email addresses (e.g., [emailprotected], [emailprotected]) compared to the exact same resumes with more standard email addresses (e.g., [emailprotected], [emailprotected]). Investor relations Management of relationships between an organization and publics in the fi nancial communityfor example, investors, analysts, regulators. Your employee for your food delivery app that you spent $300million to buy cant afford to buy food.26 Within a few hours of posting her letter on Medium, Jane was fired. Ads are placed to appear in response to certain keyword queries. But why not start with a list? . 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. nytimes.com/2018/08/02/education/learning/ generationz-igen-students-colleges.html. Level of involvement The degree to which people feel or think that a problem or issue affects them. Goals Statements that indicate a desired result for public relations efforts. Collaborating online. Public relations people are rarely portrayed as the good guys in these scenarios. A classic dilemma involves a plant closing that will negatively affect the practitioners close family and friends. James OBrien, How Red Bull Takes Content Marketing to the Extreme, Mashable, December 19, 2012, accessed May 21, 2019,https://mashable .com/2012/12/19/red-bull-content-marketing/. Both processes entail reaching agreement with clients or management on the value of your work and having them invest valuable resources in getting the work done. Flashcards. As discussed in Chapter 10 on social media and mobile, digital if you represent a private citizen. Digital collaboration also will be key to your communication with external publics, particularly in building online communities and collaborating with influential individuals across social media platforms. To help organizations adapt to these changes, companies like Snapchat have even created how-to YouTube videos to show how to transform a horizontal video into a vertical one.41 THINK BEYOND BASIC RECORDED VIDEO If youre feeling creative and are comfortable with the software, you might consider creating animations or video infographics. Public relations is different from advertising and marketing in that it focuses on the overall relationship between the whole organization and many of its publics. Principled Public Relations Management 9 Listening Deliberately paying attention to and processing what others are communicating. Send them copies of breaking news releases that are going to news media. Name an organization that would be interested in that information for public relations purposes? Public Relations Online - Tom Kelleher 2006-12-20 Rich in scholarly foundations combined with actual practice, Public Relations Online: Lasting Concepts for Tiffany Li of Yale Law Schools Information Society Project commented to Wired, The companies reaching out are like a bad boyfriend: They want you to stay, but they know they did something wrong.30 Offering an all-or-nothing option for continued use of the service.