This section briefly outlines some major areas of specialization. Its figuring out what to do with the data. Second, public relations people are in a position to sense when major opportunities arise or when trouble is brewing. "Public Relations is intelligently written, beautifully designed, and full of useful information. Nonprofit work may appeal to people who work hard to support the missions of those organizations, such as health, education and environmental causes. 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. CHAPTER 10|SOCIAL MEDIA AND MOBILE While thinking about your own experiences with organizations is a good exercise to help you develop questions to drive your planning, its not normally a good idea to think of yourself as representing your organizations publics. It was one of those opportunity-or-threat moments for the whole field. According to Apptentive (a company that helps organizations engage with their customers on mobile), this vocal minority only makes up 1 percent of the total customer base.27 Still, this group can heavily influence sentiment on social media. Material information Any information that could affect investment decisions related to a particular security such as stock in a publicly traded company. Strategy is the underlying logic that holds a plan together and offers a compelling rationale for why we expect a plan to work. The nonprofit organization Creative Commons serves to assist both sides. 5. BLS recently did a study on this type of gig (short-term work), focusing for the first time on people who do short jobs or tasks they find through websites or mobile apps. Its clear now that we didnt do enough to prevent these tools from being used for harm as well. Information, such as obtaining news updates, was the second-highest rated reason found in this study. There are always trade-offs. Rights to free speech may be limited when they infringe on others rights or someone elses reputation, intellectual property, financial interests or privacy. 68. Trust. 16. continues Measuring the Right Outcomes 219 continued How are big data changing the way practitioners do evaluation research? 1.2 Explain how public relations can serve a management function through key principles and values for ethical conduct. Public relations Management of communication between an organization and its publics, or the strategic communication process that builds mutually beneficial relationships between organizations and their publics. Assuming Lee was upfront about his business arrangement, was his work ethical? Amazons fulfillment centers cater to millions of online customers. The Digital and eTextbook ISBNs for Public Relations are 9780190925109, 0190925108 and the print ISBNs are 9780190925093, 0190925094. The Ketchum family tree is just one example that illustrates the size and scope of economic convergence in strategic communication. Do you have more or fewer media devices now than you did two years ago? According to an Ipsos study, millennials trusted UGC 50 percent more than other media.50 Some organizations proactively ask users to share their content, creating a continuous content stream. Arik Hanson, 10 Skills the PR Pro of 2022 Must Have, June 12, 2012, ACH Communications, http://www .arikhanson.com/2012/06/12/10-skills-the-pr-pro-of2022-must-have/. With no drinkable running water and no electricity, Rodriguez worked on rebuilding his house in the evenings. As well see in later chapters, trust is one important dimension of relationships, and news media are just one type of public with whom public relations people must maintain relationships. While Im always eager to gain new business, Ive ended up talking clients out of pursuing this strategy when theyre not ready. Digital vs. Thanks to Acquisitions Editor Toni Magyar and her successor Keith Chasse for their continued faith in the value of this whole project. 36. 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. Measurement forces you to think about what you are actually accomplishing with your efforts. Historical examples are out there, but are not as easy to come by as splashy stories of press agentry and persuasion. We didnt take a broad enough view of our responsibility, and that was a big mistake. So it may be tempting to assume that they would want to go direct to consumers with Direct-to-consumer Business model in which organizations such as home-delivery and subscription services market products and services directly to consumers and bypass traditional retail channels. Ethics: Safeguarding Confidences Who Owns Your Social Networks? How firmly? 27. 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. John Stauber and Sheldon Rampton, Toxic Sludge Is Good for You: Lies, Damn Lies and the Public Relations Industry (Monroe, ME: Common Courage Press, 1995). Responsible supply chain management Careful monitoring of product production and distribution to ensure that generally high ethical standards of social and environmental responsibility are maintained. These questions provide just a small sample. Who wins in this battle? The facility for sharing is part of the deal of social media, and the rules are laid out in the terms of service you agree to when you sign up for an account. These groups either have an effect on or are affected by the organization. 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. Here are some tips to consider as you get started with your programs and campaigns, maybe even before you open Google. Ethically balancing loyalties is one of the toughest jobs of public relations managers. 16. Total market approach A strategic approach that combines insights and considerations from diverse segments to deliver integrated, culturally nuanced campaigns. Promising In marketing, the best brands convey a promise. According to Christopher Penn of SHIFT Communications, As content marketers struggle to keep up with the demands of creating content all the time thats high quality, increasingly theyll look to professionals who can maintain that pace without breaking a sweatjournalists.25 Chrysler Group LLC followed this strategy when it hired Ed Garsten, a veteran journalist with 20 years at CNN as correspondent, bureau chief, anchor and producer, and experience as a national auto writer at the Associated Press and as General Motors beat writer for The Detroit News. Sometimes its better to advocate than to accommodate. Social means interactive, and interactive means that individuals in your organization have the opportunity to communicate with individuals in your publics. 5. 25. KEY TERMS Artificial intelligence 277 Boomerang video 275 Brand advocate 279 Chatbots 277 Community management 277 Content curation 276 Creative Commons 273 End-user license agreements (EULA) 284 Engagement 269 Ephemeral content 275 Feed proofing 271 Freelancers 272 Geofencing 260 Geofilter 260 Geolocation 260 Influencer 279 Internet of Things (IoT) 283 Landscape orientation 274 Linear story arc 275 Looping video 275 Multimedia 268 Newsjacking 266 Non-linear story arc 275 One-to-many content 277 Public domain 272 Selective attention 257 Sentiment 265 Snackable content 274 Social listening 263 Social monitoring 264 Stock image 273 User-generated content (UGC) 276 Uses and gratifications 262 Vertical video 274 Visual listening 264 KEY TERMS 287 C HAP TE R 11 Legal When federal regulators took Tesla CEO Elon Musk to court over Musks tweets, a judge told them to put your reasonableness pants on. Why is this type of legal reasonableness important in public relations? Betteke Van Ruler and Dejan Veri (Berlin: Mouton de Gruyter, 2004). Which would be more valid and why? com/@taliajane/an-open-letter-to-my-ceo-fb73df021e7a. Nicole Leinbach-Reyhle, Pop-Up Retailers: Must Know Details to Make Yours a Success, December 24, 2014, accessed June13, 2019, https://www.forbes.com/sites/ nicoleleinbachreyhle/2014/12/24/ pop-up-retailers-must-know-details-to-make-yours-asuccess/#615f354827e1. What kind of planning is needed to make a pop-up event like this successful? Chapter 13, Global, covers global and cultural contexts that are broadening todays practice of public relations. According to Regester and Larkin, an issue reaches the dormant stage when an organization comes to terms with the consequences.22 This does not mean, however, that the issue is over and gone. The First Amendment question centers on Musks right to tweet freely and the governments power Tesla CEO Elon Musk exits federal court after the SEC accused him of violating a settlement deal that required him to get pre-approval for social media posts about the electric car company. But what if someone buys textbooks that were printed and first sold in Thailand at a much lower cost and then ships the books to a relative in the United States or sells them online to students in the United States at a higher price? In planning these programs, the Special events, like the Las Vegas Color Run (also billed as The Happiest 5K on the Planet) are focal points in public relations calendars and timelines. In discussing public diplomacy as a form of public relations, Professor Guy Golan defines two key perspectives. And some organizations have wrongfully used influencer content without permission. Benjamin Bain, Elon Musk Wanted to Impress Girlfriend With $420 Price, SEC Says,Bloomberg, September 27, 2018, a ccessed June 18, 2019, https://www .bloomberg.com/news/articles/2018-09-27/muskpicked-weed-linked-price-to-impress-girlfriend-sec-says. . 21. Public affairs Management of policy-focused relationships between an organization, public officials and their constituents. But Barnum served as a mayor of Bridgeport, Connecticut, and founded Bridgeport Hospital. What comes to your mind when you see the BP logo? Three key resources to consider in any public relations budget are personnel, administrative costs and supplies, and media. Understanding pricing strategy requires knowledge of psychology and economics among other social sciences. Word-of-mouth promotion Passing of information and recommendations from person to person. Why did humor work in this case? 1.4 Apply systematic ethical decision-making for public relations. Chatbots Artificial intelligence programs designed to mimic human conversation. Before long I found that I couldnt open my email inbox without seeing one or more of these notices, and it was the same thing with my apps and web accounts I was asked to accept updated terms or to review privacy settings for Facebook, Google and seemingly every other online service that I logged on to. 426 GLOSSARY Propaganda The spread of information used to promote or support a particular point of view. Ethics and Public Relations, Institute for Public Relations, accessed May 20, 2019, https://instituteforpr .org/ethics-and-public-relations/. According to Nikes former director of marketing insights and planning Jerome Conlon, the campaign developed by Nikes ad agency Wieden+Kennedy needed to reach people beyond highly motivated athletes. Others are people who are affected by our organizations. Here are a few takeaways from this chapter: A/B testing can be used to quickly compare the effects of different digital content and messages. 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. What are they going to do about it? Social media account profiles, posts and networks including individuals and other organizations. The organizations charter and bylaws. Our field is growing in its service to NGOs, charitable organizations, governments, the military; organizations that fall outside the business perimeter, said Ketchums John Paluszek, who is a past chair of the Global Alliance for Public Relations and Communication Management. We are faithful to those we represent, while honoring our obligation to serve the public interest. In this case, those working in public relations for Coca-Cola must balance their loyalty to their employer with their loyalty to many publics with varying interests. Page reminds us not to forget the importance of being goodnatured, even in dealing with stressful day-to-day situations and larger organizational crises. The First Amendment 291 Case Study Amazon v. NYT: A Case in the Court of Public Opinion Obtain permission (or seek legal counsel) before publicly discussing private information about any current or past employee. Informal research is easier than formal research, but formal research is conducted with rules and procedures that allow for more confidence in the results. Additional materials, including summary videos, video quizzes, discussion and case study questions, and additional assignable quizzes, are available via an instructor LMS course package when students redeem the access code that comes free with every new print book and ebook. 6. https://www.ketchum.com/reach-approach/. We took some staff members (one who was a former TV journalist) and flew them down there on our plane the second day after the storm. Though a global business, public relations must also count on local perspectives that are relatable and credible. 29. https://www.fda.gov/drugs/prescription-drugadvertising/basics-drug-ads#risk_disclosure. Reaching and teaching each public will require different tactics. Post new blog headlines to your other feeds with links back to the blog. Garett Sloane, Snapchat Ad Prices Go From Ungodly to Cheap, AdAge, June 11, 2018, accessed June 13, 2019, https://adage.com/article/digital/ snapchat-prices-ungodly-cheap/313824. A Hierarchy of Outcomes Awareness of a cause, new product or app is only one step in leading people to donate, purchase or download. United Breaks Guitars: Did It Really Cost The Airline $180 Million?, Huffpost, http://www.huffingtonpost .com/2009/07/24/united-breaks-guitars-did_n_244357 .html. They simply must be applied in new contexts and platforms. But GoPro leverages the medium particularly well by providing a forum for users to determine which videos are the best by viewing, liking, sharing, commenting and discussing. High-context culture A culture that communicates more implicitly and relies more on nonverbal cues than a lowcontext culture. 4.5 Evaluate corporate social responsibility as a strategy for balancing the interests of diverse publics. Media planning drives advertising purchases. In my hand I held a phone, a compass, a GPS, a camera, a calculator, a news reader, a video recorder, a voice recorder, an audio player, a TV and an app store that would let me turn the thing into my own portal to Twitter, Facebook, LinkedIn or 56 CHAPTER 3|CONVERGENCE AND INTEGR ATED COMMUNICATION any other social network service I wanted. Chapter 11, Legal, discusses law and policy. News release A news story, written in news style, by a public relations practitioner writing on behalf of an organization or client. CASE STUDY Human interest and timelessness are said to be key elements of good feature stories. Kelleher has worked in university relations at the University of Florida; science communication at NASA in Huntsville, Alabama; and agency public relations at Ketchum in Atlanta. Writing for Intermediaries 247 To earn natural links, nurture relationships with other sites by offering information they will find valuable. In addition to governments being our regulators, they are also our customersin the form of public health systems, etc. Even if the management plan is developed outside of the public relations department (Chipotle worked with an outside consulting group to develop its new safety procedures), your communication plan must be coordinated with those management operations. The plot line was fictional, but the potential damage to Crock-Pots reputation was real. the broader mission of your organization. Your sister works in real estate and is planning to close some big deals on local homes in the area, and you now know the local real estate market is about to tank because of your company, taking those deals down with it. 6. Decrease Quantity of (eBook PDF) - The Public Relations Writer's Handbook: The Digital Age / Edition 2 . Social media give us means for discussing and resolving our professional issues with easy access to others opinions and views. Distinguishes between political and corporate speech. Thanks to my wife Robin and sons Henry and Miles. A big part of what makes social media social is that people are motivated to engage other real people. See also Employees budgeting for, 16568 in house, 123 Persuasion, 227 PETA. Are you part of a latent, aware or active public for the issue? How are social media changing the way practitioners manage issues and crises? To which publics is Coca-Cola loyal in this marketing effort? Long-term orientation Cultural dimension describing the difference between cultures that value long-held traditions and cultures that value entrepreneurship and innovation. 11.8 Discuss the ethical balance between safeguarding organizational confidences and respecting the privacy of individual social media accounts. A Guide for Ethical Decision-Making 21 Voices from the Field Kathy Fitzpatrick KATHY FITZPATRICK is a professor in the School of Communication at American University. Public relations people play a role in B2B relationships using many of the same tactics and channels of communication used for relationships with other key publics. is Professor and Associate Dean for Graduate Studies and Research in the College of Journalism and Communications at the University of Florida. Working for a statistical agency surrounded by data experts makes my job even more fun! How do you make the business case for diversity? The PRSA Code of Ethics also outlines six provisions of conduct. Voices from the Field Natalie Asorey NATALIE ASOREY is a lecturer in public relations at the University of Florida. Multipliers are formulas applied to circulation numbers for print media based on the assumption that more than one Students are being taught to avoid AVEs (advertising value equivalencies). The standard rate for a 1/7-page (18 column inches) black-and-white ad was $39,600, while a fullpage (126 column inches) color ad cost $327,103. In most cases, this means that the organization, a key public, or both, are nations, but in certain cases diplomatic actors may include nonstate organizations such as NGOs or corporations. 14. Of course, many tactics go into achieving an objective, multiple objectives are normally required in order to attain a goal, and organizations perpetually work toward goals in pursuit of their missions or visions (Figure6.3). Ethics: Privacy and Safeguarding Confidences Its not just our tablets and phones on which we communicate. This leads us to a second principle. 2. Jenkins describes cultural convergence as both a top-down corporate-driven process and a bottom-up consumer-driven process.5 Public relations people work where the two meet. . Recognizes the relationships among PR, legal, finance and IT, as essential management functions. Budgets Achievable goals and objectives depend on the budget, and the budget depends on the resources needed to achieve the goals and objectives. Comscore, 2017, The 2017 U.S. Does the brand tailor messages to your cultural expectations or challenge them instead? Publicly available databases, including census data. Now, were flippin our name to IHOb. 6. Legislative relations Management of relationships between an organization and lawmakers, staffers and others who influence legislation. He also was the first president of the Philadelphia chapter of PRSA and the first African American to earn accreditation from PRSA.34 Like Ivy Lee, Baker moved into railroad public relations from journalism. Mike Snider, Roger Yu and Emily Brown, Net Neutrality: The FCC Voted to End It. Of course, there are a lot more data that can be tracked online than with traditional mass media. Most college students dont talk to their parents the same way they talk to their friends, which is quite different from how they may speak during a class presentation or a job interview. What makes this tactic of turning the M upside down strategic? Controlled and Uncontrolled Media Traditionally, public relations practitioners have thought about media in terms of how much control they have (or how much control they give up) when using various channels and tactics for communication. Ability to write for both internal and external publics. Tim Nudd, Its Still a Tide Ad: Revisiting Saatchis Super Bowl Campaign, a Month Later, Adweek, March 8, 2018, accessed May 21, 2019, https://www.adweek .com/creativity/its-still-a-tide-ad-revisiting-saatchissuper-bowl-campaign-a-month-later/. ROPE stands for research, objectives, programming and evaluation. The SECs second big problem with Musks tweet was that he misled investors. The researchers found that offering a lottery ticket increases usable donations by 5 percentage points over a baseline donation rate of 42 percent.19 Content Analysis Social media allow countless ways for people to communicate. Or, perhaps there is a gap in communication between college faculty and the professional communicators representing the school. Roberto A. Ferdman, Why Chipotles Pork Problem Is a Bad Sign for Its Future, The Washington Post, January 14, 2015, accessed June 13, 2019, http://www .washingtonpost.com/blogs/wonkblog/wp/2015/01/14/ why-chipotles-pork-problem-is-a-bad-sign-for-its-future/. Our company was dishonest, with the EPA and the California Air Resources board, and with all of you, and in my German words, we have totally screwed up, Horn told the Brooklyn, New York, audience. Both Facebook and Zuckerberg employed a number of response strategies, which included apology as part of a rebuild strategy. Well, I actually think most work in public relations is uncontrolled! 65. Eligible for Return, Refund or Replacement within 30 days of receipt. In 1982, news broke that six adults and one 12-year-old girl in the Chicago area had died from Situational crisis communication theory (SCCT) Theory that proposes that effective crisis communication entails choosing and applying appropriate response strategies depending on how much responsibility for the crisis is attributed to the organization by key publics. In mid-size to large agencies, client work is assigned to account teams. 230 CHAPTER 9|WRITING Writing compelling stories candidly and credibly is tricky in any context, but doing so as part of a deliberate communication strategy may be one of the toughest jobs in public relations. Do you allow it? Religious leaders and organizations remain adept at both traditional and emerging public relations tactics. Golden mean Ethical doctrine holding that the best courses of action are found between extremes. Understands instrument design. A persuasive PSA (public service announcement) script convinces a teenager to second-guess risky behavior. When an executive or organizational leader uses someone elses words without attribution in public communication, plagiarism can become a public relations problem. This is economic convergence. Key legal concepts for public relations professionals include rights to reputation, intellectual property, financial interests and privacy. Person-Centric This characteristic reminds us not to get carried away with the product branding metaphor. As evidence of his success he cited newspaper reports in Massachusetts, Michigan, California and West Virginia that women were smoking on the streets. 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. And an increasing number of universities are offering on-campus programs that can also enrich ones professional development, such as PRSSA and student-run agencies, and competitions such as Bateman and the Page Case Study competition. Making sure your practices and messages are consistent but still reflect local realities takes mindful work and can be tricky. Third, the list serves as a reminder to be realistic about expected outcomes. Reports can include the number or percentages of people who answered questions in certain ways (yes, no, maybe, strongly agree, etc.) As it becomes easier to share internal communication externally online, the lines between internal and external communication blur. Where does raising awareness fit in this hierarchy? How do public relations people use the labor statistics your office provides? A former public relations writer for the Wisconsin Department of Transportation, public relations specialist for the American Camping Association and former photography and publicity assistant for Common Wealth Development, Dr. Russell is also interested in social media, globalization and corporate social responsibility initiatives. Many NGOs work closely with the United Nations. Any of the steps in McGuires model can work as a place to gather benchmark data for later comparison to determine the effectiveness of strategic communication. What are the benefits of working in a big agency early in your career? John Harrington, The Hunger GamesMastercard Slated for Goals-for-Meals Campaign, PR Week, June 3, 2018, www.prweek.com/article/1466400/the-hungergames-mastercard-slated-goals-for-meals-campaign. Financial Information Federal Trade Commission (FTC) U.S. federal agency responsible for regulating all types of consumer products and services, including the promotion of these products and services. Strategic decision-making Daily management and communication decisions made with mindfulness of the objectives, goals and mission of the organization. An eye for the visual appeal of still photography and logo design also is important. Colored ribbons are prime examples. Meanwhile a 1/6 page local ad in The Daily Tar Heel studentrun newspaper at the University of North Carolina at Chapel Hill, with a circulation of 10,000 copies, was priced at $250. David Shadpour, How Social Media Can Serve as the New Focus Group for Your Brand, Forbes, March 21, 2018, www.forbes.com/sites/forbesagency council/2018/03/21/how-social-media-can-serve-asthe-new-focus-group-for-your-brand/. London Business School Professor Christopher Earley and University of Colorado Professor Elaine Mosakowski define cultural intelligence as someones ability to interpret the cultural nuances of others communications, even as an outsider. 7. 3.5 Discuss the role of public relations in the free flow of information in society.
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