. Otto Lerbinger, The Crisis Manager: Facing Disasters, Conflicts, and Failures (New York: Routledge, 2012), 17. 24. 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. Though social media can be used to reach large audiences, the ability to reply to comments immediately and create and join groups can help organizations create a sense of community with their key publics. Crisis Response Strategies 339 Cambridge Analytica chose a deny strategy, and ended up collapsing within a few months. Strange Fruit Public Relations founders claimed they Googled the term when they thought of the name and found the Billie Holiday song, but figured it was not at all related to their firm and that it wouldnt be top of mind in the public consciousness. For a period of time after they The @StrangeFruitPR account on Twitter was removed, as were the firms named the firm that reasoning appeared website and Facebook page. 6. https://savepapajohns.com, accessed May20, 2019. Objectives are the specific measurable steps that you must achieve to accomplish larger goals. because employees serve as brand advocates. 15. Advocacy is a value in the PRSA Code of Ethics: We serve the public interest by acting as responsible advocates for those we represent. KNOW NEWSWORTHINESS Journalists have to make decisions every day about what qualifies as news. Conversational voice An authentic, engaging and natural style of communication that publics perceive to be personable. If not, who are those most impacted by these movements? Participatory media Media in which publics actively participate in producing and sharing content. 9. https://www.ihop.com/en/news/2018/ihop-changesname-to-ihob-and-reveals-the-b-is-for-burgers. These folks are not only our employees but also our family. Phineas Taylor Barnum, Life of PT Barnum (Buffalo, NY: The Courier Company Printers, 1886), 38. Of course, he was talking about the plural of the term public, which did turn out to be important to our first lesson in public relations. Of those mobile app orders, the majority are coming from restaurants apps, as opposed to third-party apps like Uber Eats or Postmates. Reputation management Acting and communicatingoften in writingto influence an organizations reputation as part of a process that includes planning, analyzing feedback and evaluating. came to a stop when another Instagram user contacted the internationally popular technology news website Memeburn to The key to report suspicions that Grove had plagiarized many of her images, including avoiding some that she sold.16 Memeburn investigated and found evidence of several plagiarism is suspected instances of plagiarism. Technological convergence is real. 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. Chapter 12, Issues and Crises, covers the issues lifecycle and cases of conflict and crisis management. However, those who do go online tend to have a secondary degree or to be younger.28 To reach its audience, the communications channels had to include a mix of traditional media (like newspapers and TV) and online and social media. Source: www.fresharts.org; Adapted from Spacetaker|Artist Resource Center. There are certainly some basic principles that can be picked up by reading articles and books or attending seminars. Religious leaders and organizations remain adept at both traditional and emerging public relations tactics. This chapter starts with some practical information from research and theory on developing a personal brand. Organize budgets in a way that makes sense to the people funding them. The organization may also try to reframe the situation. Timelines foster accountability in the management of strategic programs and campaigns. Think about your personal relationships with friends and family. How do media monitoring services assess publicity (mentions in news media)? client, vote for your issue or candidate, or purchase your service or product. 156 CHAPTER 6|PL ANNING statistics such as 6 of 10 McDonalds restaurant managers are women. Likewise, even the most interpersonal channels can reach external publics. 58. However, as BarkBox has shown, optimizing the media mix means weighing the costs and benefits across all available media channels. Do you ever hug someone in a professional setting? This meme made the rounds on social media sites in 2014-2015 and again in 2017. 180 CHAPTER 7|IMPLEMENTATION meatless, tofu-filled sofritas, which were introduced at about the same time.5 Within a few years, Chipotle was back on track financially. SUMMARY 347 DISCUSSION QUESTIONS 1. Ethical dilemmas may arise when loyalty to colleagues from prior jobs conflicts with responsibility for fair competition in a new job. 51. Implementation Implementation includes both action and communication. 4.3 Discuss how business and commerce drive many of the relationships that public relations people manage. Identify an organization that is really good at high-context communications and compare that organization to one that is really strong in lowcontext communications. 16. . Prior to that, I interned in the PR department at Starwood Hawaii. That would be all asymmetrical. 26. 32. 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. 06 January 2020, 464 pages 3. Target audience Group of people strategically identified for their propensity to consume an organizations products, services or ideas. Public figures Someone of general fame or notoriety in the community who is subject to less protection in libel cases than a private individual. Outcomes describe the results of that workwhat people accomplish. We Objectivity State of being free from the influence of personal feelings or opinions in considering and representing facts. If Ketchum is huge, Omnicom is huger. Surveys Questionnaires that are administered online, on printed paper or face-toface allow researchers to gather data from respondents that can be presented in quantitative form. Many sided with broadband companies in arguing that the new rules were too restrictive on companies that invest in innovation and that ISPs would be put at a disadvantage by the excessive regulation. We came up withthe idea of flipping the p to a b and itreally grabbed everyones attention. 18 In an email to Memeburn, Cape Town Partnership CEO Bulelwa Makalima-Ngewana explained that she had no reason to believe that Groves mistakes were made as part of her official duties at the organization, but she also noted, Personal and professional reputations are intertwined in the current social media climate.19 With that hard lesson learned, Grove returned to both social media and her job later in the same year. She also is very deliberate in her language. Many organizations now have dedicated budgets for social media, which can include everything from agency fees for content production to out-of-pocket expenses for influencer partnerships and social media promotion. We have made foundational changes to identify and fix problems so they do not happen again. one, to do somethingchange their opinion, reinWhat other questions could you consider before you create force their attitudes, write about or film your content? Intellectual Property 303 Freedom of Information Act (FOIA) U.S. federal law passed to ensure that the government makes its information accessible to citizens. identified as specific publics. Uses and Gratifications of Media In developing strategy for mobile media, consider asking what people are doing with mobile media instead of what mobile media will do to people. . Pure advocacy Stance in issues management in which a public relations practitioner firmly pleads an organizations case without compromise. 14.5 Discuss ethical dilemmas related to the professional values of competition and loyalty. While exposure is necessary in communication, it is only the first step in effective communication. Fair use An exception to copyright laws that allows for the use of otherwise copyrighted m aterial for purposes such as educational use, criticism or commentary. 13.4 Discuss the ethics of alanced dialogue in global b public relations. Just as relationships with reporters, editors and producers are critical to effective communication via magazines, newspapers, radio and television, relationships with Twitter users are the essence of effective tweeting. On the third factor (amount and substantiality of the portion used), the court found that TVEyes provided whole news segments Fox sued a media monitoring company for copyright infringement and won. Online contests were introduced to see who could design the best logo mocking BPs green sunburst. 15. Outcome: Proportion of primary caregivers who report washing hands with soap and water at two critical times during the day. Protecting Publics In addition to information that must be made available to citizens in the marketplace of ideas in democratic societies, laws and regulations also stipulate which information should be made available to consumers in the marketplace for goods and services. 12. For a local nonprofit that started a campaign two months ago with 25 followers, a count of 5,000 followers could be fantastic news, showing evidence of exceeding goals. Samuel D. Warren and Louis D. Brandeis, Right to Privacy, Harvard Law Review 4 (1890): 193. The PRSA Code of Ethics also outlines six provisions of conduct. Not only do they all start with an R, but they all end with an E for evaluation, which is a type of research in and of itself. Although we initially focus on lifes many intersections that bring us together (e.g., food, music, entertainment, etc. Now what? For internal publics, a well-received, big-time mass media hit may provide a boost in morale or give employees extra confidence that people have heard of their company when they pursue a sales lead or introduce themselves at a meeting. Had Love Cobain spoken these statements in person instead of tweeting them, the defamation case would have been one of slander instead of libel. Silver Anvil Search, Public Relations Society of America, accessed August 24, 2019, http://apps.prsa.org/ awards/silveranvil/Search. 15. Public Relations - Tom Kelleher - Google Books 2. Nearly every tweet, image or story we post is accompanied by text. Loyalty A sense of obligation or support for someone or something, including both organizations and publics. that it doesnt come cheap. Multivariate testing allows planners to compare various combinations of factors (e.g., message selection, message placement, image selection, headline styles, color) leading to various outcomes (e.g., click-through rates, time spent on page, sharing behavior). Best Sellers Rank: #739,866 in Books ( See Top 100 in Books) #213 in Media & Communications Industry (Books) #216 in Public Relations (Books) #2,591 in Communication Skills. Tora!and the National Oceanic and Atmospheric Administration, a new federal agency to observe, predict and protect our environment, was born.19 Note that this backgrounder offered historical context for the founding of NOAA. In an open letter sent via email to customers and posted on the companys web page, Ritchie attempted to speak for the whole organization in managing Papa Johns relationships with its publics. Some also see credibility as a big advantage for uncontrolled media. Two-way communication can be particularly challenging when your publics dont have the information or resources to engage in dialogue. You might then review whether people actually understood your key message (comprehending) and knew how to act (learning). At the bottom of the page, right above a red Give GO button, is a call to action. 1.3 Understand the importance of ethics in public relations. Instead, analysts watch data over time and in a broader context to identify trends. Natural links Hyperlinks to a web page that are provided by other people who see value in the content of the page, as opposed to links that are posted for the primary purpose of manipulating search engines. A key factor in whether people will become active publics on an issue is their level of involvement. On the flip side of agitation is advocacy, which is the very first professional value listed in the PRSA Code of Ethics. You want to know what theyre sayingthe good, the bad and the uglyso you can act on your findings. On the other side of the job market, Career Arc found that job seekers also pay close attention to online review sites in deciding where to apply. attribution clear on the web page or video or T-shirt, you need permission to use the copyrighted material, because that material is someone elses intellectual property. Press agentry/publicity model Model of public relations in which communication is mostly one-way, initiated by an organization with little concern for accuracy or completeness in order to gain the attention of publics. In those roles he directly counseled the president and CEO on controversial matters such as the construction of new transmission stations, power plants, wind farms and a generating station on Oahu that was billed as the worlds largest combustion turbine fueled by 100 percent biodiesel.32 Alm practiced what he calls community-based problem-solving, and it wasnt all rainbows and trade winds. How might the composition and style of visual content help brands learn about their customers? Intellectual property is any product of the human mind that is protected by law from unauthorized use by others. cation technologies but who also have a firm 1 grasp on writing, strategy and global issues. Joe Oliveto, 5 Creepy Things A.I. They are hired, retained and promoted for their expertise in understanding the market and for making rational, highly informed purchasing decisions based on all the data available to them. BPs sunburst logo was designed to highlight the companys commitment to the environment. With most business being handled over email today, coordinators often have direct In what ways is the job not changing? The premise behind the IoT, according to eMarketer, is that any object, whether natural or manufactured, can gain the ability to transmit data over a network.68 Cars with built-in GPS are on the IoT. Patrick J. Lynch and Sarah Horton, Web Style Guide, 3rd ed., http://www.webstyleguide.com/. Case Study Is the Customer Always Right? Waitress: Yes, absolutely. In low-context cultures, web users are more likely to use search features and links to seek specific information and facts about an organization. What key points will you emphasize? AR converges GPS with camera and virtual reality technology. Have you supported a cause by posting social media content with a particular hashtag? Environmental problems and economic forces have made the plants continued operation unsustainable. Spambots Computer programs that automatically send unsolicited email or post comments in online forums. The opposite of dialogic communication is monologic communication, in which communicators strive to impose their views on others. Spacewalk with NASA Astronauts. Facebook, https://www.facebook.com/NASA/ videos/1084151621769803/ 43. There was a problem loading your book clubs. Golden mean Ethical doctrine holding that the best courses of action are found between extremes. Impacts are the broadest and furthestreaching results of public relations efforts. Ethically balancing loyalties is one of the toughest jobs of public relations managers. What is visual listening? Fact sheet Short (often one-page) document that presents factual information in concise format. 21. He describes himself on his LinkedIn profile like this: Public relations professional based in Washington, D.C. currently leading partnership outreach and strategic communications efforts for federal public health campaigns. In addition to consumers, key publics in this domain include financial publics (investors, analysts, regulators, etc. 43. 11. 338 CHAPTER 12|ISSUES AND CRISES they did offer compensation. That single word or phrase should be as carefully conceived as any you ever write. The aspect ratio is 9:16. Stories about products or services 10. Instagram, Introducing Boomerang from Instagram, Vimeo, 2016, https://vimeo.com/143161189. How often do stories include volunteers, donors, doctors or recipients? Public relations practitioners use research not only to inform their own thinking and strategy, but also to inform and persuade their organizations and publics. Interestingly, the resulting news coverage not only headlined the benefits of a hearty breakfast as broadly endorsed by thousands of doctors, but also many of [the newspapers] stated that bacon and eggs should be embodied with the breakfast, and as a result sales of bacon went up. How did Bernays know that bacon sales went up? 5. In The Cluetrain Manifesto: The End of Business as Usual, internet visionaries Doc Searls and David Weinberger painted a nostalgic picture of early markets as real places filled with people, not abstractions or statistical aggregates that were alive with interpersonal conversations. insurance regulation. Take almost any bulletin board in any college hallway, classroom or lecture hall. 3. The advertiser developed a product, priced it to make a profit, placed it on the retail shelf and promoted it to a pliant, even eager consumer.19 With the rise of digital media, consumer options for interaction with organizations increased. Inverted pyramid A style of newswriting in which the most important information is presented at the broad top of a story and narrower supporting details are written below. . Here are some snapshots from the different focal points in this chapter: ICYMI In Case You Missed It Before diving headfirst into integration, understand how public relations differs from advertising and marketing in its goals. Social and visual listening allows an organization to track, analyze and respond to conversations about specific topics, such as a company or industry, online. What types of owned, paid, shared and earned media have you observed them using? The key to avoiding plagiarism, then, is proper attribution. Social media and platforms for self-publishing like Medium help the process. James E. Grunig and Todd Hunt, Managing Public Relations (New York: Holt, Rinehart and Winston, 1984), 39. Actions speak louder than words, the old adage goes. Five Reasons to Write Well in Public Relations The Ten Commandments may be the greatest list of all time. 414 NOTES CHAPTER 12 1. http://www.davecarrollmusic.com/music/ubg/story/. At the heart of the matter are competing loyalties. discussion page or YouTube channel. (Some publications like student newspapers are free and depend almost entirely on advertising for their budgets.) Public relations professionals have an ethical responsibility to protect and encourage the free flow of accurate and truthful information because informed citizens are essential in a democratic society. Why is this a First Amendment issue and a public relations issue? 67. 1 (1979): 936. What are some of the very first questions campaign planners should ask, and what kind of research helps answer them? Creating Engaging Content The ability to combine media elements in meaningful ways is one of the most powerful aspects that drove early growth of the internet and the web.29 Today, in societies in which mobile communication technology is widely Creating Engaging Content 267 With TweetDeck you can take social listening one step further and comment, like or retweet other posts right from your dashboard. In addition to being a newspaper reporter, Foote has led advertising sales teams, helped develop strategy and launch websites, and developed and managed public relations for Tom Business Writing 249 Joyner and his media company. both Bernays and Lee stressed the importance of communicating the publics point of view to management, but in actual practice, both did much more to explain managements view to the public.28 This two-way asymmetrical model of communication describes much of the work that modern public relations professionals practice as they advocate and work to persuade publics on behalf of organizations. On second or third references, you would want to write beach umbrella instead of our product. Research on other words that people use also will help. Evaluation In the evaluation stage, you assess the results, just as you would with any other public relations strategy (Chapter 8). Transparency. Brad Rawlins, Give the Emperor a Mirror: Toward Developing a Stakeholder Measurement of Organizational Transparency, Journal of Public Relations Research 21, no. Books are selling fast. No remorse whatsoever. While the idea of managing for effective integrated communication that is consistent across organizational functions goes way back to before the internet, social media have changed the game with new management challenges in an era in which people like me are more influential, and mainstream media are struggling for credibility. And if so, do you think that information could be owned by anyone besides you? Spotifys Wrapped is one example of a brand using consumer data to provide a personalized experience. The second part on Process and . While you may serve as an advocate for your organization, traditional news media and social media influentials will no doubt serve to advocate for the interests of larger society.
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