We Objectivity State of being free from the influence of personal feelings or opinions in considering and representing facts. In research reports for the Institute for Public Relations, Professors Linda Hon and James Grunig took these strategies and recommended a shift to focus on public, rather than interpersonal, relationships. 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. 41. If objectives are specific and measurable, it will be clear what needs to be measured (e.g., number of primary caregivers who report washing hands or pounds of recyclable material collected). It is an editoriWhat kinds of permissions are indicated in this photo? Finally, Chapter 14, Careers, delves into public relations careers with advice on personal branding and coverage of different areas of specialization and different types of employers. They were very generous and supportive when your spouse (also a company employee) died in an accident at the plant a few years back. whatever pitch you are trying to make to reportersfrom showing how Americans spend their time (our American Time Use Survey) to exploring the spending patterns of Millennials compared to earlier generations (our Consumer Expenditure Survey). The more that diversity of public relations staff and internal publics reflects the diversity of an organizations external publics, the better suited the organization will be for building and maintaining mutually beneficial relationships, as illustrated in the Kimberly-Clark case. . 5. https://twitter.com/joshferrari. The camera pans down to a shiny new Crock-Pot on the counter as Ventimiglia ladles out a cup of chili. Issues-Driven Relationships 105 Fellow, former fundraising executive and professor of public relations Kathleen Kelly recommends stewardship as a key practice for success in nonprofit public relations m anagement. Social listening The process of tracking, analyzing and responding to conversations about specific topics online. The word twibel rose in public consciousness after fashion designer Dawn Simorangkir sued punk rocker and actress Courtney Love Cobain for libelous Twitter statements. Video news release A news release that provides broadcast journalists with pre-produced news packages including audio and video material. This principle can be equated with the idea of transparency.13 Public relations researcher and ethicist Brad Rawlins has defined it as the opposite of secrecy: Transparency is the deliberate attempt to make available all legally reasonable informationwhether positive or negative in naturein a manner that is accurate, timely, balanced, and unequivocal, for the purpose of enhancing the reasoning ability of publics and holding organizations accountable for their actions, policies, and practices.14 Transparency Deliberate attempt to make available all legally reasonable information for the purpose of enhancing the reasoning ability of publics. Time will tell if the apologies, bolstering and ingratiation are more than just words. Some say that real-life public relations is better described with a mixed-motive model in which one-way and asymmetrical communication are used by the same organizations that are also practicing symmetrical communication. Sometimes its better to advocate than to accommodate. presence may For professionalism with just about any communication tactic, public rebe free of lations planners must also consider the costs of production. The first problem with AVEs is that they falsely indicate reach based on media placement and do not measure attitudes, knowledge or behavior. This was followed by amusement and diversion, which included gaming, relaxation and passing time. Paul Lazarsfeld and Robert Merton wrote in 1948 that the mass media bestow prestige and enhance the authority of individuals and groups by legitimizing their status.52 For this reason, many public relations practitioners would consider it a crowning achievement to get their client or organization (or themselves) featured on the Today show, in Time magazine or on the front page of their major metropolitan newspaper. Identifies relevant business drivers and how they impact the business. The Barcelona Principles remind us about the importance of measuring outcomes, but we also need to remember that not all behavioral outcomes are equal when it comes to achieving our goals. Golden rule Ethic of reciprocitytreat others as you would like to be treated yourself. If organizations offer employees reasonable social media policies including details of who owns what accounts, misunderstandings can be avoided. Fundraising and volunteer management are critical to public relations success at nonprofits. According to Cutlip, Newsom did not consider himself an agent for clients, responsible for publicity and promotion. A big part of what makes social media social is that people are motivated to engage other real people. 1 (2007): 99. KEY LEARNING OUTCOMES 8.1 Explain how evaluation 8.3 Discuss how digital 8.5 Match appropriate metrics research can be used in public relations program development and message testing. The evaluation of mobile tactics requires examining how well the tactics achieve objectives and goals as part of strategies to advance the organizations mission and its relationships with key publics. Where are they (e.g, location and platforms)? Did they work? Also credibility and building strong relationships with everyone from clients to media. Archaeologists use typologies to classify artifacts. Diversity Inclusion of different types of people and different types of views. Its also a high power distance culture that accepts unequal rights between the privileged and those who are not.25 For years, Indias transgender community was criminalized, and despite recent laws that grant transgender people the right to self-identify, discrimination continues.26 Gauri describes how she and her daughter were ostracized by their community: People did not want to touch us; they did not want to sit with us. 27 Given these cultural realities, how would Vicks break through with a successful campaign? Name-calling and hyperbole cant really be proven true or false and, therefore, cannot be the basis of a defamation suit. She recommended a focus on relationships between public relations people and all of an organizations constituencies within various contexts.4 For example, the context of media relations would call for looking at relationships with journalists and editors; the context of internal communications would mean looking at relationships with employees and members; and the context of issues management might mean thinking about communication with individual advocates and activists. 16. Companies are expected to obtain your consent before using your data, and GDPR requires that this consent is informed, unambiguous and freely given.27 So before Facebook runs facial recognition technology to link photos of you to your identity, they must explain what they use this function for (letting you know when someone posts a photo of you, suggesting tags, etc.). The E (evaluation) may come last in the four-step RPIE outline (Figure8.1), but as weve discussed throughout the book, evaluation and research go together, and both are used continuously throughout strategic public relations programs. While social monitoring lets you track social media mentions and conversations, social and visual listening take this one step further. Several brands were tagged in this tweet, but only one responded: Hulu. Remember your reader. The campaign video amassed more than 65 million views across social media and Icelands owned channels. 248 CHAPTER 9|WRITING Business Writing While not unique to public relations, emails, memos, proposals and old-fashioned letters on letterhead are a major part of the writing you will do in public relations. Ferraris mission is positive as well. When an angry customer called Little Italy Restaurante in Anchorage, Alaska, to complain about a delivery driver, owner P. J. Gialopsos advocated for her employee rather than accommodating the customer.5 The driver, who has a speech impediment and autism, delivered the wrong order, leading the customer to complain irately, use foul language and accuse the driver of being on drugs. The benefits abound for those who invest time and resources in doing it right. What is exciting is that now we can tell a clients story without solely relying on a straightforward press release. Video clips, news releases, websites, fliers, special events, press conferences, infographics, TV ads, email messages, hashtags and apps are all tactics. For a $500 monthly fee, TVEyes recorded and tracked the content of more than 1,400 radio and TV channels, allowing subscribers to search for, download, archive and share segments of up to ten minutes in length. Ariel Kana, Pictures on Talias Instagram That Arent Rice, Ranker.com, http://www.ranker.com/list/taliajane-instagram-photos/ariel-kana. 104 While financial information is tightly regulated, as discussed in hapter 11, investor relations managers use many of the same channels of C communication as any other public relations person. For better or worse, everyone is exposed to public relations in democracies like ours, and the more people understand what makes for good, ethical public relations the better. That is, the better the long-term relationships you cultivate between your organization and its publics, the more likely you are to be able to achieve your daily, monthly and annual goals. Intellectual property and privacy are just two of many legal concepts that communications professionals run across in day-to-day public relations. Criticism is part of human communication, and its also a great opportunity to respond to constructive feedback. But it's important to distinguish between actual consumer sentiment and some of the social media reaction that does not represent the majority opinion. He was able to serve the client well with a compromise that didnt require compromising his ethics or causing harm to his business, his profession or society. Dave Carroll versus United Airlines, Brandon Stanton versus DKNY both cases present conflicts that played out on social media and, therefore, played out in the public eye. Crisis Types 333 A sample of Extra-Strength Tylenol is presented side-by-side with a sample of cyanide-laced medicine in a medical examiners office in October of 1982. Lets say you are trying to get people to sign an online petition to make a statement to your local lawmakers. Even if our publics have access to the same communication technologies we use, it doesnt mean theyre using that technology to access news or engage with organizations. 210 CHAPTER 8|EVALUATION Principle 2: Measuring Communication Outcomes Is Recommended As discussed in Chapter 6, outputs are tasks that you complete, but the outcomes of public relations programs are changes in knowledge, attitudes and behavior. 49. Toni Eagar and Stephen Dann, Classifying the Narrated# Selfie: Genre Typing Human-Branding Activity, European Journal of Marketing 50, no. 11.6 Identify key federal agencies responsible for regulating communication to protect publics. As Is this an example of ethical utilitarianism? Their menu of services included monitoring coverage in different types of media, capturing related content, and conducting content analysis of news and editorial mentions. 55. 3. Prior to this role, he was most recently BursonMarstellars worldwide vice chair and chief client officer. Juan-Carlos Molleda et al., Tipping the Balance: A Decision-Making Model for Localization in Global Public Relations Agencies, Public Relations Review 41, no. COUPON: RENT Public Relations 2nd edition (9780190925116) and save up to 80% on textbook rentals and 90% on used textbooks. Dr. Joseph Sabia, Minimum Wage and the Business Cycle: Does a Wage Hike Hurt More in a Weak Economy? Employment Policies Institute, accessed June 13, 2019, https://www.epionline.org/studies/ minimum-wages-and-the-business-cycle-does-a-wagehike-hurt-more-in-a-weak-economy/. 9. https://www.ibm.com/thought-leadership/wimbledon/ uk-en/ NOTES 405 10. http://www.greatplacetowork.net/best-companies/ about-applying-to-best-companies-lists/how-youreevaluated 11. Canadian stores and target.com were not affected. 61. 4.4 Discuss how issues and causes drive many of the relationships that public relations people manage. See Public Relations Student Society of America PR Watch, 9 PRWeek, 195, 368 Pseudo-events, 42, 43, 44p, 45 Psychographics, 129 Psychology Today, 101 Public affairs defined, 109 PR careers in, 388 Public affairs officers (PAOs), 34 Public diplomacy, 36768 Public disclosure of private facts, 312 Public domain, 272, 3045 Public figures, 295, 309 Public information, 3045 Public information model, 28, 29f, 38, 41, 51 defined, 32 described, 3234 Public information officers (PIOs), 3334 Publicis Communications Asia Pacific, 357 Publicis Groupe, 59, 359 Publicity, 6870, 78, 87, 88, 183, 189 Public relations core differences in, 7778 defining, 27 distributed, 15 duty to profession, 17, 20 major motivations for, 4449 social history of, 4144 Public Relations as Relationship Management (Ledingham and Bruning), 88 Public Relations Consultants' Association of Malaysia (PRCA Malaysia), 24 Public Relations Ethics (Seib and Fitzpatrick), 17 Public Relations Institute of Ireland (PRII), 24 Public Relations Journal, 142 Public relations models, 2841. Jon Ericson, Nagle: Howard Dean was the godfather of today's online political campaigns, The Courier, February 6, 2012, accessed May 20, 2019, https://wcfcourier. 15. Excellence in social media requires good storytellingunderstanding your organizations stories and why those stories matter to your publics. Silver Anvil Search, Public Relations Society of America, accessed August 24, 2019, http://apps.prsa.org/ awards/silveranvil/Search. Even in societies in which government restricts access to information, public relations practitioners play a major role in their companies efforts to engage with key stakeholders while complying with and respecting legal, economic and cultural boundaries. Or are you a female who lives in the Midwest who tweets about coffee, reads National Review and goes to a state school? 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. Nicholas Jasinski, Tesla Stock Sank with Elon Musks Tweet Now Under Criminal Investigation, September NOTES 413 18, 2018, accessed June 18, 2019, https://www.barrons.com/articles/tesla-stock-is-sinking-as-elonmusks-tweet-is-reportedly-under-investigation1537289984. 392 CHAPTER 14|CAREERS representative had told her that her post violated the companys code of conduct.27 Meanwhile, Janes case caught lots of attention on social media. 11. 3 (2010): 241264. Analysis 330 5. This chapter focuses mostly on research as part of the planning p rocess. Some organizations are even using artificial intelligence to automate responses, while others have set up chatbots to answer customer questions on Facebook Messenger. 1. In a student organization, you might pay close attention to meeting attendance numbers or data on new applications to identify issues with membership. describe, predict and improve how When the E is placed at the end of an acronym like RACE or ROPE, it organizations communicate with suggests summative evaluation. Content can take the form of text, graphics, images, videos or audioor a combination of these, known as multimedia. speaking from experience with so many Why are utility companies often inclined to practice two-way symmetrical hotly contested issues. 8. Im going to shoot videos and shake hands and talk to people. KEY TERMS Actual malice 295 Clear and present danger 291 Copyright 296 Copyright infringement 297 Creative Commons 302 Customer relationship management (CRM) 310 Deep link 303 Defamation 294 Fair use 298 318 CHAPTER 11|LEGAL Federal Trade Commission (FTC) 306 Food and Drug Administration (FDA) 305 Framing 303 Freedom of Information Act (FOIA) 304 Hyperlink 303 Initial public offering (IPO) 306 Insider trading 309 Intellectual property 289 Libel 294 Material information 309 Patent 296 Plagiarism 296 Privacy 290 Public figure 295 Securities and Exchange Commission (SEC) 306 Slander 294 Sunshine law 304 Trade secret 315 Trademark 296 C HAP TE R 12 Issues and Crises Facebook ended up in the hot seat in front of Congress. 4. Thank you for your patience, understanding and loyalty to Target! Search advertising Paid placement of advertising on search-engine results pages. The first chapter of this book cited Arthur Pages principles of public relations management to advocate for allowing employees to speak with their own authentic voices and to follow Pages principle that a companys true character is expressed by its people.54 Is it ethical for organizations to encourage employees to work their networks on social media but then to turn around and claim corporate ownership of those networks and relationships? Heres what youve agreed to if you have a Twitter account: By tweeting anything at all to your account, you grant Twitter a orldwide, non-exclusive, royalty-free license (with the right to subliw cense) to use, copy, reproduce, process, adapt, modify, publish, transmit, display and distribute such Content in any and all media or distribution methods (now known or later developed). At the same time, everything tweeted is the sole responsibility of the person who originated such Content.23 So, basically you need to assume that anything you post on Twitter can be used against you or your organization if something goes wrong, but that Kaiser Health News, a national health policy news service that is part of the nonpartisan Henry J. Kaiser Family Foundation, encourages other organizations to republish its content.
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