These include face-toface meetings, conference calls, press conferences, news releases, brochures, periodic (e.g., quarterly or annual) reports, websites, blogs and online video. Typologies help us classify things into general categories based on their common characteristics. The same goes for writing. See International Association of Business Communicators I and Thou (Buber), 370 IBM, 99, 100p, 354 Iceland Foods, 360, 361p Identification (proactive issues management step), 32930, 329f iDigic.net, 172 IG Audit, 174 I.G. ), the Kelly Slater Wave Company scored a major media win. 12. Mediated public diplomacy A nations strategic use of media to promote its agenda abroad to foreign publics. For todays and tomorrows public relations practitioners, who have major responsibility for protecting corporate and product brands, the challenges are magnified because of the speed and ubiquity of digital and social media. Sissi Cao, Elon Musks Surprise Tweet Instantly Made Tesla $900M More Valuable, Observer, August 7, 2018, accessed June 18, 2019, https://observer .com/2018/08/elon-musk-take-teslaprivate-tweet-add-900m-to-tesla-value/. The more diverse the decision-makers within an organization, the more effective the organization will be in relating to various publics. enthusiasts together in their local communities. The book is a bit costly, and it'd be nice to access it for free. Objective 6 Managing Relationships 6.1 Relationship building: Understands consensus-building strategies and techniques to persuade key stakeholders to support a decision. Gialopsos, the driver and the drivers family were delighted with the overwhelmingly positive feedback. Pop-ups Planned events or experiences that are set up quickly in a temporary location for a short time. Copies of any organizational documents related to the problem that the client is willing to share, including policies, reports, archived correspondence and web or intranet material. Public relations practitioners use a number of writing tactics to do their jobs. Subscribers provide velocity, writes Econsultancy blogger Christopher Ratcliff. XNXAJtNKh69. There was very little media attention for several months after the fuel efficiency researchers published their results. Listen carefully at meetings and events, systematically pay attention to internal and external communications, formally and informally analyze 328 CHAPTER 12|ISSUES AND CRISES TABLE 12.1 OVERLAP BETWEEN RPIE AND PROACTIVE ISSUES MANAGEMENT FOUR-STEP PROCESS FOR PUBLIC RELATIONS (RPIE) SEVEN-STEP PROCESS FOR PROACTIVE ISSUES MANAGEMENT RESEARCH Monitoring Identification PLANNING Prioritization Analysis Strategic Planning IMPLEMENTATION Implementation EVALUATION Evaluation media content (including social media) and keep lines of communication open with opinion leaders. 10. What advantages do large organizations have in being able to act on their principles? How about smaller firms or in-house communication operations? When public relations people work in a management role, they help organizations perform in the public interest, and they also help organizations tell that story by garnering media coverage. Community managers are the people behind the screen, and they set the example for other members of their social media communities. In fact, Facebook featured BarkBox as a prime example of how the platforms news feed, along with Facebook video ads, Facebook Marketplace, and other Facebook research and measurement tools generated conversions from views to subscriptions. Janes job seemed promising at first. Masculinity-femininity Cultural dimension d escribing the difference between cultures that value competition, achievement and material success and those that value care, collaboration and modesty. There are exceptions to this general rule such as institutional advertising, which is paid advertising space that promotes an organization more than any of its specific products or services. 8.2 Describe how media monitoring services work. Speaking of dynamic and authentic voices, I would be remiss in discussing the revisions made for the second edition of this text without a huge acknowledgement and thank you to Natalie Asorey. 2. Now think of how dealers and employees felt, not to mention the governments and regulators who were deliberately deceived. Those two realities could eventually prove untenable, because . A new product will be marketed differently from a mature product. According to Facebook, 65% of people who watch the first three seconds of a video will watch for at least ten seconds and 45% continue watching for thirty seconds.44 But even videos longer than only a few minutes are engaging viewers, too. In public relations, publics are groups of people with shared interests related to organizations. Chiara Giordano, Neymar and Messi Mastercard Campaign to Feed Starving Children Branded Disgusting, The Independent, June 3, 2018, www.independent .co.uk/sport/football/world-cup/mastercard-worldcup-campaign-lionel-messi-neymar-starving-childrenbacklash-a8380516.html. Assesses the impact and implications of these decisions. The camera pans down to a shiny new Crock-Pot on the counter as Ventimiglia ladles out a cup of chili. In fact, one of the most critical books on public 220 CHAPTER 8|EVALUATION relations is subtitled Lies, Damn Lies, and the Public Relations Industry.20 Yet, at the same time, we need statistics in public relations; we depend on statistics in public relations to summarize and clarify the nature of our complex society. Programs like Googles Brand Lift allow marketers to run A/B testing with video ads on YouTube. Protecting Publics 305 That said, the FDAs regulatory authority extends well beyond drug ads. All types of organizations can benefit from some form of public relations. Just as your richest interpersonal communication happens when you listen as much as you talk, organizationpublic relationships flourish when public relations people spend as much energy trying to understand publics as they do trying to get their messages out. 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. If you start at an agency, be prepared to move through multiple positions in your first few years. Page acknowledged that the purpose of public relations isnt to try to answer every little complaint, because you cant run around and put salve on every sore that appears in the world. This is good news for those monitoring online product reviews! To boost legitimacy, Oglethorpes itinerary included a staged meeting with the Archbishop of Canterbury. How do we maintain relationships and engage also grasp the in interactive communication without being annoying? James E. Grunig and Todd Hunt, Managing Public Relations (New York: Holt, Rinehart and Winston, 1984), 39. support of profitable exchange. Will AP style be important to you in your career? Lobbying Working to influence the decisions of government officials on matters of legislation. We see technological convergence everywhereon our smartphones, car dashboards, kids Technological convergence (aka digital convergence) When information of various forms such as sound, text, images and data are digitized, affording communication across common media. Unfortunatelyif your inbox looks anything like minethey havent had tremendous success fighting the growth of email spam. This brings us back to the core of good writing: useful and Meta tags Text used to describe a web page to search engines. 11. https://twitter.com/Wendys/ status/1006198612349673473. Roger Parloff, How VW Paid $25 Billion for Dieselgateand Got Off Easy, Fortune, February 6, 2018, accessed June 18, 2019, http://fortune.com/2018/ 02/06/volkswagen-vw-emissions-scandal-penalties/. In what ways was Bernays work for Beech-Nut ethical? Many organizations distinctly identify themselves as global or international and specifically seek employees with a strong desire to work and communicate across countries and cultures. Initial public offering (IPO) Financial event in which a private company offers sale of stocks to public investors for the first time. . In house When public relations people are employed directly within an organization rather than working for an external agency or contracted as independent consultants. But the most important lesson in crisis communications is probably one you learned from your parents: Do unto others as you would have them do unto you. Krishnadev Calamur, A Blistering Response from Amazon, The Atlantic, October 19, 2015, accessed June 18, 2019, https://www.theatlantic.com/business/archive/ 2015/10/amazon-responds-new-york-times/411232/. 18. Youre asked to keep the information confidential so the company will not lose its last major contract and set of work orders. Apparently it was worth it to big brands like Macys, Samsung, McDonalds and Universal Pictures, the last of which used the paid service to promote the film Dumb and Dumber To.10 Within a few years, Snapchat began offering a wider array of pricing options. Identify Internal/External Factors A big part of the appeal of Twitter as a form of social media is that followers have access to interesting and influential people with whom they otherwise would not be able to interact. campaigns success in making so much news can largely be attributed to Trumps Pseudo-event ability to garner earned media, a topic discussed in more detail in Chapter An event organized primarily for the 7. As noted throughout this book, open communication and access to information about government operations is a foundation of democracies. As the years go by, my family and I seem to be losing the war against technoclutter. 27. RPIE and acronyms that start with R have served as trusty mnemonic devices. 3.2 Define advertising and marketing, and discuss how those functions may diverge from public relations. You must carefully analyze the pros and cons of various media for communication on behalf of the entire organization. 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. Some jobs in political public relations last only as long as a candidate is running for office or a referendum is being considered on a ballot. To tap into this pride, Coca-Cola created a special can with common Hispanic last names, like Prez and Reyes, that would create a cultural connection beyond language.19 But even genuine attempts can draw ire if consumers feel like public relations pawns. On the contrary, he relished the attention that controversy brought. tween them and enable them to flow across Why do you think that is? Attainable Although you want to be ambitious in setting objectives, its important to be realistic. Patience is more likely to be accorded.25 While financial information is tightly regulated, investor relations managers use many of the same channels of communication as any other public relations person. 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. Ethical dilemmas may arise when loyalty to colleagues from prior jobs conflicts with responsibility for fair competition in a new job. In fact, they still do. Then, when Stanton found out that DKNY had gone ahead and displayed his photos in a store window in Bangkok without his permission, he posted the following on his Facebook page: I dont want any money. Organizations are made up of people, and these people themselves are the most powerful points of contact that others have with the organization. 1.4 Strategic thinking: Synthesizes relevant information to determine what is needed to position the client, organization, or issue appropriately in its market/environment, especially with regard to changing business, political, or cultural climates. Representatives of a Public Relations Student Society of America (PRSSA) chapter (organization) make an announcement in an introductory communications class to recruit new members (public). When software and computer programs are used to automatically test digital messages, marketing and advertising researchers call this automated copy testing. If an organization has done something newsworthy, its public relations person will have a higher probability of success getting the story reported in the paper than if the news release is mostly spin and is deemed by editors to have little news value. Public relations writers must observe carefully before diving in. Organization A group of people organized in pursuit of a mission, including businesses, nonprofits, NGOs, clubs, churches, unions, schools, teams and government agencies. Conlon, Jerome, The Brand Brief Behind Nike's Just Do It Campaign, Branding Strategy Insider, August 6, 2015, www.brandingstrategyinsider.com/2015/08/ behind-nikes-campaign.html. observation, then that would be your benchmark, and 95 percent or even 100 percent might be a reasonable goal. competing actions Nineteenth-century English philosopher Jeremy Bentham and one of his and determine students, political economist and philosopher John Stuart Mill, spelled out which action does utilitarianism as an ethic of consequences. . Diminish Strategies Diminish strategies acknowledge the existence of a crisis, but they minimize the organizations responsibility for the crisis or any bad intentions. If the organization has global reach, then it must employ community managers who are fluent in various languages, too. 29. Both its professional relevance and digital savvy make this text the new standard for introductory public relations courses. USE IMAGES WITH PERMISSION Sometimes, the best image for your social media needs already exists, but be careful not to repost it without permission. While the term big data means many things to different people, this is one example of what people are talking about when they use the term. Even when organizations are not seeking to gain extra attention, they still often need to get messages out accurately and reliably. Facebook? It was my mistake, and Im sorry. In 2019, German prosecutors fined Porsche, a unit of Volkswagen, nearly $600 million (535 million) as punishment for lapses in supervisory duties which allowed the company to cheat diesel emissions tests23 and in the United States, the Securities and Exchange Commission (SEC) sued the company, claiming that Volkswagen made false and misleading statements to investors and underwriters about vehicle quality, environmental compliance, and VWs fi nancial standing as it raised more than $13 billion from investors.24,25 Proactive Issues Management Now that weve seen how organizations can get into trouble, lets look at how they can work to prevent issues from turning into crises. Other major non-media expense categories include travel, facility rentals, speaker fees and research costs. Karen Quintos, Chief Customer Service Officer at Dell, explained the power of social listening for the company: Through Dells Social Media Listening and Command Center, we aggregate and find our way through the 25,000 conversations about Dell every day (more than 6 million every year). Proactive Issues Management 329 producebunny Follow @producebunny #Chipotle should pay more attention to food safety than hyping anti-GMOs. 9. (You may want to try this resource: http://geert- hofstede.com/cultural-survey.html.) Of course, there are limitations on how precisely publics can be segmented based on the media they use. investing. There are so much data available that people dont really know what to do with it all. If you work in communications for a government organization like the U.S. Department of State or for a U.S. Embassy or Consulate, or if you work for one of these departments counterparts in another nation, your job will likely entail public diplomacy with the broadest mission of promoting national interests abroad. Reciprocity: When donors support an organization, the organization should respond with appreciation. Transparency. Click-through rate Percentage of users who view an ad on the web and click on it to reach an advertisers site. 8. 2. 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. 5.6 Differentiate between formal and informalresearch based on reliability andvalidity. They dont use megaphones. Utilizes persuasion, negotiation and coalition building. And theyre absolutely everywhere.78 But, think about the last time a brand you follow asked an open-ended question on Twitter. Tom Kelleher is Professor and Associate Dean for Graduate Studies and Research in the College of Journalism and Communications at the University of Florida. A big part of what makes social media social is that people are motivated to engage other real people. This list is not exhaustive, and within each category are countless types of public relations jobs. The Federal Trade Commission (FTC) serves a mission to protect consumers of all types of products and services and to enhance informed consumer choice and public understanding of the competitive process.30 The FTC acts as a watchdog over truth in advertising and promotion. I think its safe to say that zombie followers are not high on anyones list of primary publics. Facebook. Code of Ethics, PRSA, https://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/. Situation analysis A report analyzing the internal and external environment of an organization and its publics as it relates to the start of a campaign or program. Professionals today have access to more scientific research and online data to help them understand publics and to gauge the success of public relations efforts. If you buy paper and color toner to produce posters or fliers, that could be categorized as administrative or as media in the budget. 108 Larissa Grunig defines an activist public as a group of two or more individuals who organize in order to influence another public or publics through action that may include education, compromise, persuasion, pressure tactics or force.34 In issues management and crisis management, activists are often defined from the perspective of one organization, but in thinking about two-way relationships, organizations themselves may be activists. Bernays lived until 1995 when he died at the age of 103. 66 Price is obviously an important consideration, as it determines the revenue a company receives from sales, and therefore the companys profits. Trust. 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. 59. 27. 5.4 Discuss applications of qualitative research. Deep link Hyperlink that bypasses an organizations home page and takes users directly to resources deeper in an organizations website structure. Outputs Tasks or work attempted and completed, including communication tactics produced. The client meant no harmhis request came from a good place, as Defren saidbut part of what he was paying Defren and his firm for was expertise in knowing the lay of the land in social media and counseling on exactly this type of situation. Managing Relationships 87 In the decades that followed, organization-public relationships became a more prominent topic for research and for understanding public relations in general. Charles Riley and Jose Pagliery, Target Will Pay Hack Victims $10 million, CNN Business, March 19, 2015, accessed June 18, 2019, http://money.cnn.com/2015/ 03/19/technology/security/target-data-hack-settlement/. Other important relationships driven primarily by commerce include business-to-business relations, employee relations and investor relations.
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