38. Uses and gratifications Approach to studying communication that focuses on how people use media and the gratifications they seek from media. I think I can safely say most of you reading this book have worked for or used what we call here at BLS electronically mediated work. BLS found that about 1.6 million people do this type of work, accounting for about 1 percent of total employment. The golden mean is an ethical principle in Aristotelian, Buddhist and Confucius philosophies which holds that the most ethical course of action lies between extremes. 322 CHAPTER 12|ISSUES AND CRISES $25,000 charity donation. Evaluation SMART objectives make it clear when, what and how evaluation should be conducted. Todays media monitoring services still measure publicity, but they also monitor online conversations and facilitate the analysis and sharing of information all day, every day, in real time. In addition to being embedded in the interactive e-book, each of these videos is also available with multiple-choice questions in the interoperable cartridge to be assigned to students by the instructor. Golden rule Ethic of reciprocitytreat others as you would like to be treated yourself. In public relations we tell storiesnonfiction storiesthat help us represent our organizations and build mutual understanding with publics. How many schools reported participating in Global Handwashing Day as a result of invitations from health experts? Benchmarking Process of setting a point for comparison with eventual program results in order to observe change over time. But many organizations encourage employees to use their own voices and networks in opening and Trade secret Business information that is not generally known to the public and not readily available to others who could profit from its disclosure or use. 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. John Wiley & Sons, Inc., the books publisher, sued Kirtsaeng, but Supreme Court Justice Stephen Breyer wrote in Kirtsaeng v. John Wiley & Sons, Inc. that the first sale doctrine applies to copies of a copyrighted work lawfully made abroad.1 The first sale doctrine holds that if you purchase a copy of a work from a copyright holder, you can do what you want with your copy, including selling it to someone else.2 As Justice Breyer observed in his 2015 book The Court and the World: American Law and the New Global Realities, the Kirtsaeng case indicates a new reality that has implications for public relations. Thats public relations. A bachelors degree. Vertical video Video framed in an orientation in which height is greater than width. Many legal issues are based on laws written by local, state and federal governments and interpreted in court cases. Ethically balancing loyalties is one of the toughest jobs of public relations managers. hands before eating in the 100 schools under What type of research is needed to set appropriate benchmarks? . Any available statements, reports or information from or about the organizations competitors that is relevant to the situation. Google recommends using different titles and descriptions for each page. During the course of your career, you may work for organizations as big as the U.S. Department of Defense or Wal-Mart, or as small as a two-person business. Tania Rabesandratana, Emmanuel Macron Wants France to Become a Leader in AI and Avoid Dystopia, Science, March 30, 2018, www.sciencemag.org/ news/2018/03/ emmanuel-macron-wants-france-become-leader-aiand-avoid-dystopia. When he sent materials to the press, Ivy Lee was known to include his Declaration of Principles, which stated: Public information model Model of public relations in which communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information. Southwest Airlines spotlighted these loyal customers with its Behind Every Seat Is a Story campaign, which featured the individual stories of 175 passengers (also the number of seats on its Boeing aircraft).63 The result? How much physical space should you give? 2. For attribution they only require that re-publishers include the Kaiser Health News reporters byline, preserve hyperlinks, and maintain the tagline at the bottom of the story (e.g., Boing Boing editor, blogger, journalist and science fiction writer Cory DocKaiser Health News is a nonprofit news sertorow was an early adopter of Creative Commons licenses. Through the sales-focused lens of the marketing mix, public relations is sometimes reduced to tactics such as publicity. IoT is typically an opt-in experience, so in my opinion, its cool. In cases where someone has made a tax-deductible contribution, the organization can reciprocate with a written thank-you and confirmation that will help the donor file for a deduction. To understand which news from your organization is newsworthy, you need to understand the perspective of journalists and their audiences. It seems likely that Carney would have cleared his Medium piece with Amazons legal department before publishing, and this illustrates the importance of public relations people working well with attorneys. 160 CHAPTER 6|PL ANNING In writing goals and objectives it is important to think beyond what you plan to do and to think about what you plan to accomplish. Whereas Gates and Zuckerberg eventually changed the nature of personal media as we know them with Microsoft and Facebook, Lee started the nations third public relations agency and went on to become the man many refer to today as the founder of public relations. This gives you improved map searches and commute routes, as well as helping you to rediscover the places youve been and the routes youve travelled.28 Facial recognition and geolocation technologies on Facebook and Google are excellent examples of technological convergence, but that technology can get scary when we consider the possibilities of economic Technological and economic convergence enables companies to share user data in unique ways. Suppose you are planning a community park cleanup. (Benchmarking can also be used to make performance comparisons with other organizations or industry standards.) Consequentialism entails thinking through the outcomes of ones actions in making ethical decisions. Other times new trends were taken into account to update the setting for contemporary cases and stories, such as direct-to-consumer (or DTC) communication and branding strategies (Chapter 7), social and visual listening (Chapter 10) and the gig economy (Chapter 14). its official . 9. How has the U.S. imported or exported public relations as a practice? Divergence 63 Advertising value equivalency (AVE) A calculation of the value of news or editorial coverage based on the cost of the equivalent amount of advertising space or time. One of the most damning stories was a vivid vignette from an interview with former Amazon employee Bo Olson. CHAPTER 4 1. In addition to traditional editors and producers, todays media gatekeepers are social media influencers, everyday media consumers and even computer algorithms. Independence in this context means providing objective counsel and being accountable for actions including proper conduct and reporting of research. 31. Public diplomacy Subset of international public relations that focuses on promoting national interests. 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. 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. Its easier than ever to buy, sell, reproduce and share intellectual property across international borders. The information acquired during formative research helps you formulate your program or campaign and its components, including goals, objectives, strategy and tactics. Code of Ethics, PRSA, https://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/. Which would be more reliable and why? How should Chipotle balance its attention to the two issues of GMOs and food-borne illnesses? Based on its knowledge about this user (e.g., the user recently searched for flights to Hawaii on a travel website), a DSP will bid on the right to serve an ad to this user. If you edit your own newsletter, you choose exactly what stories you want to include, you choose the images and layout, you define the angle on the stories, and you decide whose mailboxes the newsletter lands in. Collateral material from prior campaigns and programs (brochures, web content, product information, etc. And suppose they asked you to register their name for Twitter and other social media accounts. 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. Defren also had earned a reputation as a pioneering and highly influential blogger with a large number of readers of his PR Squared blog. COMMUNICATION Communication should replace promotion. Perhaps this is the most profound change suggested. David Mack, This Womans Post on Poverty Went Viral and She Lost Her Job, Buzzfeed News, February 20, 2016, accessed June 18, 2019, http://www.buzzfeed .com/davidmack/talia-jane-vs-yelp. Juan-Carlos Molleda et al., Tipping the Balance: A Decision-Making Model for Localization in Global Public Relations Agencies, Public Relations Review 41, no. deeper cultural significance. For titles, avoid default tags like Untitled or New Page 1. The page description and specific keywords also should be entered as meta tags. Notice that in none of these cases has the organization set out to engage the general public. Figure 9.1 illustrates the structure. 1.5 Identify international professional associations and become familiar with codes of ethics. Much of healthcare and healthcare communications is tied to this science, so take some classes in this area! PRODUCT Three-time ASP Womens World Tour Champion Carissa Moore delivers a dynamic medium for paid sponsorship. Understands how semantics, cultural norms, timing, context and related factors impact the practice. Multinational companies, agencies, and nonprofit organizations have long been accustomed to navigating a host of political, regulatory, cultural, language and economic differences in various countries and regions of the world. Canadian stores and target.com were not affected. Whereas journalists act as gatekeepers in news media, and everyday internet users serve as influencers in social media, computers are the intermediaries when we write to reach publics via search technology. Contingency theory also describes response options ranging from pure advocacy (firmly pleading the organizations case without compromise) on one side to pure accommodation (completely conceding to a publics demands) on the other side (Figure 12.1). However, you cant look at diversity and inclusion separately. However, campaign planners need more than a well-stated and well-intentioned goal. Lets hope you never find yourself in a situation in which your work in public relations puts you at risk of causing such danger, but you may well face situations in which you need legal counsel to understand your rights (and the limits on those rights) as a professional communicator. INTERNAL AND EXTERNAL Publics can be either internal or external to the organization, and that designation may depend on the context. Managing social media con- tent systems means knowing how to tag, organize and sometimes repurpose content for different contexts and platforms. A majority (55 percent) of job seekers who had reported reading a negative review of an employer responded that they decided not to apply at that company.48 In a study of university officials, San Diego State University Professor Kaye Sweetser and I found that those communicators working in admissions and recruiting were among the most enthusiastic adopters of social media for public relations work. Think about your own social media profile. Public relations practice is increasingly international, and large companies and PR firms usually have offices spanning the globe. Good stories, told well, make complex organizations and ideas understandable. Coca-Colas famous Share a Coke global campaign began in 2012 in Australia, featuring 150 unique names to strengthen the brands bond with Australias young adults18 and connecting with the countrys individualistic society. Ensures organization develops appropriate response plans. . Stories about products or services 10. This leads us to a third principle. Catherine Foster. In public relations and organizational communication, this means processing feedback. See News releases Preventable crises, 335 Price (in marketing mix), 6667, 72. Pitching When a public relations person approaches a journalist or editor to suggest a story idea. What role does public relations play in this type of financial business? To know the news media, you must become the news media. Confidentiality may come at the expense of transparency. Have you transformed the original work in some way to give it new meaning? Internal trust is essential to the operating climate of most businesses, and that trust works both ways. But even if you have never worked as a journalist, you can still empathize with what its like to work on deadline and make an effort to understand the people to whom the journalist delivers the news. No remorse whatsoever. Why are you creating this content (the purpose)? Why would an organization want to personalize a response with the users name? Building and maintaining relationships with publics is essential, even if they never buy from or sell anything to your organization. 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. Publishing Twitter account. Do you feel youre a part of one of these movements? Planning for public relations means considering a number of levels of outcomes. Intellectual Property 303 Freedom of Information Act (FOIA) U.S. federal law passed to ensure that the government makes its information accessible to citizens. The deadly hurricane turned into the worst natural disaster on record to hit Puerto Rico, destroying entire neighborhoods, bringing down the whole islands power grid, and killing a dozen people immediately. 12.7 Assess competing values in ethical conflicts of interest in the context of public relations issues and crises. If you describe yourself as an energetic self-starter who maximizes potential for game-changing solutions, that doesnt really communicate anything meaningful about you or the work you do. If anything, public relations professionals must work that much harder to get their clients to realize that their story has to stand out above the rest. In ruling on the case, the court went through the four-part test: 1. 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. An Iowa State University study analyzed more than 100 official statements from organizations in the United States and South Korea to compare crisis response strategies and apologies following cybersecurity breaches.14 The findings showed that statements from organizations in the United States focused on analytical, factual accounts of the crises, while those from South Korea tended to express their concern for the incidents and show sympathy for the victims, reflecting the publics cultural expectations. Smaller firms must deal with rising labor costs, rapidly changing digital and social media platforms, and a more demanding workforce. EMPATHIZE WITH REPORTERS Finding an appropriate outlet for any story means really understanding the person to whom you are sending the news, and just as important, understanding his or her audience. Although the exact definition of who counts as a public figure depends on the legal context and decisions of courts, the general idea is summarized well in the landmark Supreme Court case of Gertz v. Robert Welch, Inc. in 1973. Investigates stakeholders understanding of the product, organization and issues. Carroll says that reputation management can happen through controllable media (advertising, marketing, public relations or sponsorships) or uncontrollable media (word of mouth, news reports, commentary or social media). Given that search engines are primary portals for publics to learn about organizations, writing for search engine optimization is an important part of reputation management, too. 69. Rather than trying to take Deadspin and SBNation to court, however, the NFL and other sports organizations like the Ultimate Fighting Championship (UFC) went straight to Twitter with a takedown notice. Defamation False communication that injures someones reputation. Don't be worry Public Relations can bring any time you are and not make your tote space or bookshelves' grow to be full because you can have it inside your lovely laptop even cell phone. According to a PRSA task force, Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. When public relations is practiced as a management function, practitioners proactively communicate with an organizations publics, carefully consider what feedback means for the organization, develop strategy and work with the organizations leadership to implement and evaluate both actions and communication. Situation Analysis 131 Planners need to consider many publics that will be involved in various ways with an event like this neighborhood cleanup in Detroit. Analytics help track behavior as users move from initial exposure to some target behavior, such as making an online purchase. 10.4 Evaluate how different forms of social media content can be created to engage publics. 22. All sorts of organizations benefit from features to help tell their stories in ways that draw interest and raise understanding on a personal level without getting too technical. 41. What other kinds of diversity are beneficial to organizations like KimberlyClark, and why is this a public relations issue? Professor Elizabeth Toth pointed out early in the relationship-management literature that interpersonal communication is the foundation for analyzing organizationpublic relationships. The first important use of web analytics in public relations is tracking the behavior of website visitors. Whereas consumers may exercise some power in dealing with many corporations by way of their purchasing decisions, competition for market share is less of a factor than governmental regulation and community responsiveness in how public utilities are managed. 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/. That had a huge impact on me and how the agency perceived me. CASE STUDY It was a hard-hitting tweet from @CSPI: Coca-Cola is desperately trying to disassociate itself with #obesity. Reviews aren't verified, but Google checks for and removes fake content when it's identified. Of course, there are times when secrecy makes sense to publics, such as in times of national security crises or when businesses want to protect proprietary information to compete in markets, but even in those cases, organizations can still tell the truth about what they are keeping secret and why. Someone budgeting for a national branding campaign may have to choose between, say, spending $327,000 for a full-page color ad in The Wall Street Journal, and spending $400,000 for a 30-second TV spot during a top-rated prime-time network sitcom. 6. One of your organizations main goals may be to get Congress to create and pass a law that bans single-use plastic. 63. https://www.people-press.org/1999/03/30/ section-i-the-core-principles-of-journalism/. But the plan is to go big and increase access with new locations. Was this a deliberate public relations tactic? The author & its famous singer hoped for a world where that would be a possibility. Ultimately, however, the companys principals shut down the @StrangeFruitPR Twitter account along with the companys website and Facebook page. If you want to include the full lyrics to a Maya Angelou poem on your for-profit Etsy page, use a Jack Johnson song as the soundtrack to a surf video you will distribute via paid downloads, or take an image from ESPN.com to put on Tshirts to sell at homecoming, attribution is not enough. 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. Public Relations. Virtual reality headsets are widely available for gamers and other digital media consumers. 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. 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. Hanson calls it influencer outreach. Consistent with key points of Chapter 13, he notes that building and maintaining relationships with external publics requires an ability to identify the right people and a sensitivity to the culture of online communities and their leadersknowing how to approach themwithout offending them. Education and Continued Learning 391 Case Study CEO Versus New Hire: Who Wins? The psychographic profile of a potential active public in the net neutrality debate is one of a heavy data user who combines professional, personal and social use of bandwidth.
public relations 2nd edition tom kelleher pdf