Personal Mobile media also allow for a tremendous amount of personalization. Visa Everywhere Initiative, Visa Korea, https://www .visakorea.com/visa-everywhere/everywhereinitiative/initiative.html. Feature story A story that explores some angle of an event, a persons life, an organization or a place. Formative research is conducted before and during a campaign or program to develop and fine-tune strategy. How do public relations people use the labor statistics your office provides? The returns come in many forms. To some extent, this gatekeeping still happens online. 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. Informal and formal message testing research, including focus groups, content analysis and automated copy testing, can 222 CHAPTER 8|EVALUATION be used for message and strategy development throughout a campaign or program. Archaeologists use typologies to classify artifacts. Would Tylenols response have been different if it were an accident or preventable crisis? Google Brand LiftMeasuring Interest in Your Brand, Google, accessed June 13, 2019, https://www .youtube.com/watch?v=gYJQMRSbMlc. This is all part of media relations, which will be discussed more in Chapter 4. Monologic communication Communication in which one party attempts to impose its view on others. Global Implications, Commission on Public Relations Education, www.commissionpred.org/commissionreports/the-professional-bond/global-implications/. Did they really mean to do that? By September 25, 2015, Volkswagen stock had plummeted more than 50percent below its 52-week high in March 2015.17 The value of used VW and Audi diesels fell more than 13 percent in the month following the EPA announcement.18 By late October 2015, more than 350 U.S. lawsuits against Volkswagen had been filed, and legal experts expected many of those suits to be consolidated into mass class action suits. Others are people who are affected by our organizations. For example, when state school systems receive media attention for low scores on national standardized tests, they may use a diminish strategy that questions the validity of the tests, claims that the school system is under-resourced compared to other states, or focuses on how hard teachers are working with so little compensation. (Figure 13.1).16 Cultures with high power distance tend to be hierarchical, while those with lower power distance tend to be more egalitarian. 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. As with print media, advertising sales representatives from radio and TV stations can give you quotes for media space (e.g., a 30-second spot during prime time). Downloaded copy on your device does not expire. About Us, Freedom House, https://freedomhouse .org/about-us. Personal branding Strategically creating, positioning and maintaining a positive impression of yourself to signal your professional promise. Trusting, satisfied, committed and empowered employees are sure to be more productive and more attuned to and invested in the organizations mission. BPs sunburst logo was designed to highlight the companys commitment to the environment. This is fundamentally an animal welfare decision and its rooted in our unwillingness to compromise our standards where animal welfare is concerned, Chipotle Communications Director Chris Arnold told Ferdman. While some countries view it as a sign of respect, it can be disrespectful in others. 13. https://www.law.cornell.edu/supremecourt/text/376/254. Wed also analyze tweets and comments for sentiment, giving us a better sense of how people perceived the brand and helping us manage its online reputation. To encourage participation, Disney used its size and scale to strategically seed the message globally across multiple channels, including but certainly not limited to social media. (If you cant find a public relationsrelated job opening, keep searching organizations that you like until you find one.) The principle applies not just to organizations and clients but also to the privacy rights of individuals internal to and external to an organization. Before jumping into an online conversation, first you need to know how people are talking and what people are talking about. New Study Shows Strong CSR Boosts P rofits, Bulldog Reporter, accessed May 21, 2019, http://www.bulldogreporter.com/d ailydog/article/pr-biz-update/newstudy-shows-strong-csr-boosts-profits-majority -of-companies-incre. Relationships with these people are at the heart of media relations. Distinguishes among goals, objectives, strategies and tactics. PRSA Code of Ethics Preamble, Public Relations Society of America, accessed May 20, 2019, http://www .prsa.org/aboutprsa/ethics/codeenglish. norms. 47. Your goal is to find any early, potential or emerging issues and turn them into opportunities instead of crises. I believe the codeand promotion of the codehas heightened awareness of ethical standards in the field. Moreover, these men clearly were not the only ones innovating in public relations. were met. Sometimes news media come to an organization for information, and other times the organization goes to the news media to get stories out. But today the emancipation of women has suppressed many of their feminine desires. Employee Engagement Survey Final Report, Charlotte-Mecklenburg Schools, October 825, 2012, accessed June 13, 2019, http://www.cms.k12.nc.us/ mediaroom/Documents/Employee%20Engagement% 20Survey%20Final%20Report%202012.pdf. Use caution when posting anything that may be seen as offensive or illegal. Gift of Liberty Mutual Insurance Company. Newer media enterprises rely on advertising for revenue too. Within two days, the post had 14,000 likes and more than 15,000 comments. 5.6 Differentiate between formal and informalresearch based on reliability andvalidity. 370 CHAPTER 13|GLOBAL Asking questions on Twitter (which often start with Ok Twitter or This is crazy, but) has become somewhat of a viral sensation. How might practicing public relations in Jordan be different from practicing public relations in India? 392 VOICES FROM THE FIELD: KRISLYN HASHIMOTO 393 Ethics: competition, loyalty and job changes 394 IN CASE YOU MISSED IT 396 Summary 396 Discussion questions 397 Preface Writing the first edition of Public Relations and then developing the second edition to keep up with the times has kept me mindful of the pace of change in public relations. This chapter focuses mostly on research as part of the planning p rocess. Not only did we restore the brand and restore the reputation and trust, but we got, actually, a sales lift out of it.25 Newell Brands and its public relations firm Edelman opted to use humor in responding to the Crock-Pot backlash following an episode of This Is Us. What does that mean for public relations? Publics Research In conducting research on the situation and organization, you gain a good understanding of the benefits that an organization seeks from public relations campaigns and programs. 32. stories/share-a-coke-how-the-groundbreakingcampaign-got-its-start-down-under. Part of the formula for success for these companies has been cutting out the intermediary. A big part of the management in issues management is deciding which issues require resources and when. 2018 Small Business Profile, U.S. Small Business Administration, https://www.sba.gov/sites/default/ files/advocacy/2018-Small-Business-Profiles-US.pdf. Assesses the impact and implications of these decisions. Use media to gain favorable exposure that helps set the stage for more interactive relationship building in public diplomacy. Theres no single new convention thats my favorite. If you buy paper and color toner to produce posters or fliers, that could be categorized as administrative or as media in the budget. The meaning depends on context. Name an organization that you believe lives up to high standards. Social media users can also connect with each other to form communities. Which tweets are retweeted the most (proselytizcommunicators to ing)? There are many different types of environmental variables that affect public relations, but three of the most influential and interconnected are: politics, the economy and media.37 Public relations professionals must know how to adapt to these environmental variables to be successful in our interconnected world. . Uses mediated and non-mediated channels of communication for effective engagement. If youve ever watched Mad Men or other portrayals of a client pitch, you can imagine the amount of preparation that goes into the proposal. KEY TERMS Active publics 129 Analytics 119 Aware publics 129 Constraint recognition 129 Content analysis 134 Control group 134 Demographics 129 External publics 126 Formal research 138 Formative research 118 In house 123 Informal research 138 Internal publics 125 Quantitative research 133 Latent publics 129 Reliability 139 Level of involvement 129 Secondary publics 131 Mission statement 123 Secondary research 138 Net neutrality 128 Situation analysis 120 Nonparticipant observation 137 Situational theory of publics 128 Organizational culture 125 Summative research 119 Participant observation 137 SWOT analysis 120 Primary publics 131 Tertiary publics 131 Primary research 138 Problem or opportunity statement 120 Treatment group 134 Utilitarianism 143 Problem recognition 129 Validity 140 Psychographics 129 Vision statement 124 Qualitative research 136 KEY TERMS 147 C HAP TE R 6 Planning Convincing people to wash their hands more is a universal challenge. These tips from the chapter will help you see day-to-day activities as ways to serve the broader missions of organizations in society: Awareness of a cause, new product or app is only one step in leading people to donate, purchase or download. In order to achieve those goals and objectives and to implement that brilliant strategy, you have to pull off the tactics. 50. Twentieth-century public relations also owes its development to figures like Doris Fleischman, Arthur Page and Earl Newsom. Amazon has a separate @AmazonHelp Twitter account to answer customer support questions in nine languages seven days a week.55 A quick scan of its replies shows not only personalized responses in a multitude of languages, but also an average response time of 10 minutes or less, much faster than most customers expectations. Culture, politics, the economy and media all affect the way we practice public relations globally both within and across national borders. But Im a little less confident in how well the data from a self-report drinking survey represents the complexity of alcohol use and abuse. If you were an owner of one of the cars affected in diesel dupe, what could Volkswagen have done to make things right? The result was a flashpoint case illustrating the power of individuals to confront large, powerful organizations on social media. In became a thing on Twitter.36 As Twitter what ways is damage from an incident like this irreversible online? Agencies also specialize in serving clients with financial public relations needs. MANAGING BRAND REPUTATION An organizations biggest fans and biggest haters will be the loudest on social media. Understands barriers that prevent changes to knowledge, attitude and behavior. Social psychologists call this self-efficacy, which is our belief that we can perform certain behaviors to achieve certain outcomes. Jamie Ducharme, Ethiopian Airlines Denies Reports That Pilot in Boeing 737 MAX Crash Was Not Properly Trained, Time, March 21, 2019, accessed June 18, 2019, http://time .com/5555846/ethiopian-airlines-pilot-training/. 11.7 Identify legal concerns 11.2 Apply principles of free 11.5 Summarize the role of speech and the First Amendment to the practice of public relations. Facebook likes and shares, retweets, email forwards, claps on Medium. You wont find objectivity specifically stated in the Society of Professional Journalists (SPJ) Code of Ethics, but that doesnt mean they have abandoned the idea of pursuing truth. 22. Newsjacking, a term coined by David Meerman Scott (an online marketing expert and author), is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.28 Social listening lets you monitor whats trending, so you can determine if it makes sense for your organization to participate in a trending topic. Adweek reported in 2017 that BarkBox had 500,000 subscribers and more than 4 million fans on Facebook and Instagram. Regester and Larkin have outlined a seven-step process for proactive issues management: (1) monitoring, (2) identification, (3) prioritization, (4) analysis, (5)strategic planning, (6) implementation and (7) evaluation.26 Notice how these seven steps run parallel to the four-step RPIE process presented earlier in this text (Table 12.1). In their book Doing Ethics in Media, ethicists Jay Black and Chris Roberts write that we expand our empathy as we grow personally and professionally. At this point, Volkswagen had a potential issue. Profiting from someone elses work or taking it out of context without permission can be treated as a form of stealing. Get FREE 7-day instant eTextbook access! By timeless, they mean that these stories maintain their relevance and value long after they have been told.15 Of course, features can have a chronology or be tied to particular events in time, but they do not need to be timely in the same way that breaking news does. . (eBook PDF) School Public Relations for Student Success Rating Required Select Rating 1 star (worst) 2 stars 3 stars (average) 4 stars 5 stars (best) Name Required . Becky Krystal, Crock-Pot Tells This Is Us Fans: Our Slow Cookers Wont Kill You, The Washington Post, January 24, 2018, accessed May 20, 2019, https:// www.washingtonpost.com/news/food/wp/2018/ 01/24/crock-pot-tells-this-is-us-fans-our-slow-cookers-wont-kill-you/?utm_term=.e1c890677ae6. Two-way communication When both parties send and receive information in an exchange, as opposed to the one-way dissemination of information from an organization to its publics. Description. Active publics People who behave and communicate actively in response to a problem or issue. Consequentialism Results-based system of ethics that holds that the best ethical decision is the one leading to the best outcomes or impacts. The farm-totable movement is a throwback to times before the Industrial Revolution. 34. And what other costs may have been associated with obtaining the coverage? For example, Serena Williams is one of the worlds best tennis players, but shes also a powerful social media influencer with more than 10 million Twitter followers and more than 10 million Instagram followers. 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. Alex Johnson, Twitter Suspends Deadspin, SBNation Accounts over Copyright, NBC News, October 12, 2015, accessed June 18, 2019, http://www.nbcnews .com/news/us-news/twitter-suspends-deadspinsbnation-accounts-over-copyright-n443306. Your bank? The Religion Communicators Council (RCC), which was chartered in 1929 and promotes faith perspectives in public discourse, claims to be the oldest public relations professional organization in the United States.40 Current RCC members include public relations practitioners representing Bah, Christian, Hindu, Jewish and Muslim faiths. Social media crisis communication theory suggests that your organization can serve as a primary source of information to publics during a crisis if you act quickly enough.
Amazon.com: Public Relations: 9780190925116: Kelleher, Tom: Books Distributed public relations Intentional practice of sharing public relations responsibilities among a broad cross section of an organizations members or employees, particularly in an online context. General publicnow heres a term, referring to everyone in the world, you probably do hear every day. Whats the purpose? David Shadpour, co-founder of Social Native, writes for Forbes that social media users have the freedom to express their unfettered, unsolicited opinions.22 As a result, social media provide public relations professionals with a wealth of valuable data about their brands, publics, competitors and industries. 2 (2011): 122; Shannon A. Bowen and Don W. Stacks, Toward the E stablishment of Ethical Standardization in Public NOTES 409 Relations Research, Measurement, and Evaluation, Public Relations Journal 7, no. 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. SAMHSA 2018-2022 National Surveys on Drug Use and Health (NSDUH), accessed June 13, 2019, https:// www.fbo.gov/?s=opportunity&mode=form&tab=core &id=3903d264e0de6f606b9f9bb6942 e7a96&_cview=0. For example, a blood bank may decide to do further research on factors that influence donors, such as cleanliness of facilities, the comfort of waiting areas, food and drink options and donor interaction with counselors. Arthur W. Page, Speech to the Public R elations Conference of Chesapeake & Ohio Railway Company, October 27, 1939, a ccessed May 20, 2019, from https:// bellisario.psu.edu/page-center/speech/ industrial-statesmanship. Public relations professionals often have the responsibility of deciding what is and isnt allowed on their organizations social media pages. And todays public relations professionals seek to earn followers, fans, likes, search engine rankings and positive reviews, in addition to earning news coverage. Fiske has a proven track record developing successful, multi-channel campaigns working with some of the worlds leading brands such as Charles Schwab, American Airlines, GE, Google, Absolut Vodka and MTV Networks. Make-A-Wish also saw an increase in audience size, jumping 15 percent and 13 percent on Facebook and Instagram, respectively.66 The campaign has continued driving photo shares and community engagement since then. Consumers had such a powerful cultural connection that the line wrapped around the restaurant on the day of the event. Dodsworth and her team analyzed hiring and promotion data and interviewed employees. Production of Media and Communication Materials Print tactics require lead time for copywriting, design, printing and distribution. Don't delete anymore comments. Lewiston Evening Journal, July 12, 1934, p. 5 (via news .google.com). Format Paperback w/ access code 456 pages more . endurance of historical social movements in religion, education and politics (see Chapter 2). Aside from attention, what kind of benefits do you think resulted? Think about the Chipotle story. Whether journalists find the stories themselves or become aware of them with the help of people working in public relations, n ewsworthiness is the criterion they use to determine what is worth covering as news and what is not. 5.3 Organizational structure and resources: Recognizes chain of command, including boards of directors, senior leadership, middle management, direct line supervision, line positions, and each levels distinctions. See also Personnel corporate character expressed by, 15 corporate social responsibility and, 113 relations with, 100103 434 SUB JECT INDEX Employment Policies Institute, 14344 End-user license agreements (EULA), 284 Enearu, Nicole, 156p Engagement, 21012, 269 Entertainment, PR careers in, 38788 Entrepreneur.com, 271 Entrepreneurship, 388 Environmental Protection Agency (EPA), 32627 Environmental variables, 36063 Ephemeral content, 275 ePortfolios, 379 Esawo (Malawian dairy farmer), 22930 ESPN, 235, 236, 282, 297, 378 Ethics, 1525 codes of (see Codes of ethics) competing duties and, 1718, 20 competition, loyalty and job changes and, 39495 conflicts of interest and, 34445 corporate social responsibility and loyalty and, 11114 defined, 16 defining specific issues/conflicts in, 18, 19, 173 deontological, 21, 174 dialogic, 37071 diversity and loyalty and, 195 free flow of information and data protection and, 8083 identifying affected parties in, 18, 20, 173 identifying internal/external factors in, 18, 19, 173 identifying key values in, 18, 19, 173 of independence, 22022 making and justifying a decision in, 18, 21, 174 reasons for studying, 1617 safeguarding confidences and, 28385, 31416 selecting principles for decision-making in, 18, 21, 174 of transparency, objectivity, and advocacy, 5152 of tweeting for clients, 1821 utilitarianism and, 14345, 175 of writing for mutual understanding, 251 of zombie followers, 17274 Ethiopian Airlines, 335, 33637, 336p Ethnocentrism, 35051 Etsy, 73, 297 European Summit on Measurement in Barcelona, 209 European Union (EU), 81, 82, 290 Evaluation, 118, 119p, 163, 16465, 200224 Barcelona Principles on (see Barcelona Principles) media monitoring services for, 2045, 205f, 206t message testing in, 2023 metrics, analytics and data in, 2069 in proactive issues management, 329t, 33233 Evans, Chiquita, 23536, 236p Event planning, 16364 Excel, 142 Excellence in Internal Communication Management (Men), 127 Exchange relationships, 89, 97 Experiments, 133, 134, 139, 203 Expertise, 16, 19, 173, 251, B2 Exponential, 275 External publics, 100, 125, 12628, 173, 310, 39091 Extra-Strength Tylenol, 334, 334p Eye tracking, 202 Facebook, 3, 10, 12, 47, 133, 134, 135, 139, 151, 162, 192, 214, 237, 245, 270, 271, 274, 275, 276, 27778, 281, 282, 310, 315, 367 advertising on, 65, 170, 186 conflict management and, 321, 322, 32324 congressional hearings, 319, 33941, 340p data use by, 81, 82, 209, 290, 33941, 353p intellectual property issues and, 296 international differences in, 362 libel on, 294 mobile media and, 25960 net neutrality issue and, 128 number of users, 46 reposting on, 303 Facebook Live, 274 Facebook Messenger, 277 Facial recognition technology, 81 FactCheck.org, 33435 Fact sheets, 240 Fair Labor Association (FLA), 331 Fairness, B2 Fair use, 298301 Falk, Thomas J., 196 False light, portrayal in, 31213 Fast Company, 394 Fault, 29495 FCC. Consider how you will reach people on mobile and social media but also how they will reach back to your organization and how they will share content with one another. Of course, not everyone is familiar with the reference and history, and it would be understandable if someone used the term in everyday This Twitter user mocked @StrangeFruitPR for lack of expertise in public relations.