These include publishing and abiding by a strict code of conduct for suppliers, affiliating with the Fair Labor Association (FLA), participating in Social and Environmental Responsibility (SER) audits, and publishing on their website a complete list of factories that make their products.32 Socially responsible management also can be leveraged by organizations of any size to recruit and retain top talent. He wants to explain why the company spent so much money on employee relations following the storm. Having said that, ethics education can have a tremendous impact in helping students and practitioners recognize ethical issues and dilemmas, better understand the implications of unethical practices and develop guidelines and processes for resolving them. The actual effectiveness of third-party credibility is the subject of academic debate and very much depends on the context. BURGER KING Restaurants Launches BK Caf Subscription for Only $5 a Month, Business Wire, March 15, 2019, www.businesswire.com/news/ home/20190315005025/en. 59. In 2019, YouTube found itself in the middle of a child exploitation scandal when YouTuber Matt Watson posted a video on how to find soft pedophilia rings. The age-old advice to always shoot video in a landscape orientation (or horizontal) for best viewing on TV and computer screens has changed. The passage of time during the relatively slow cycle of writing, editing, revision and publication forces us to check how our understanding of the concepts and the lessons from yesterdays cases and examples can be applied in the present, and how we can use that knowledge to analyze unfolding trends and news. 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. In 2000, Professors John Ledingham and Stephen Bruning published Public Relations as Relationship Management, a text that advocated turning away from the idea of public relations as mainly a means of generating favorable publicity and embracing the notion that relationships ought to be at the core of public relations scholarship.1 The ensuing shift in thinking rose concurrently with the rise of new ways for publics to communicate with organizations. The DKNY case started when Brandon Stanton, a photographer known for his Humans of New York photography project, declined an offer of $50 per photo from DKNY to display his work in their stores. clicking through from social media links or following hashtags such as #NetNeutrality were greeted with a call to action: Stop the Trump administrations attack on the open internet! and an Act Now button. Bruce Weber, Lawrence G. Foster Dies at 88; Helped Lead Tylenol out of Cyanide Crisis, The New York Times, October 30, 2013, a ccessed June 18, 2019, http://www .nytimes.com/2013/10/30/business/lawrence-gfoster-dies-at-88-helped-lead-tylenol-out-of-cyanidecrisis.html. CHAPTER 11 1. https://www.supremecourt.gov/opinions/12pdf/11697_4g15.pdf. If you (first party) are trying to persuade a potential customer (second party) to buy your product, the independent reporting of a third party may help your case. Robert L. Heath (Thousand Oaks, CA: Sage, 2005), 5760. 5 (2013): 603605. President Richard M. Nixon was on his way to the Middle East when Egyptian President Nasser died. Its the conflict of interest. Secondary and Primary Research Many of the resources for research listed earlier would be considered secondary research, which is the re-use of research and data that already have been collected. In advertising, its been said that you are only as good as your last ad.10 In public relations, you may be judged on your latest blog posts, bylined articles, event plans or influencer lists. Public relations people should understand advertising and marketing as distinct communication tools with divergent goals before working to integrate these strategic communication functions with public relations. Publicity Unpaid media coverage, or the practice of deliberately planning and producing information and activities to attract this coverage. Lets say your public now really understands net neutrality and theyre good and mad about it being taken away (high problem recognition) because they feel the change is a political move that only benefits big ISPs (high level of involvement). 1 (1985): 80. Stages in the issue life cycle include (1) early/potential, (2) emerging, (3) current/ 346 CHAPTER 12|ISSUES AND CRISES crisis and (4) dormant. In an industrial accident, were the appropriate safety procedures in place? Public relations jobs in nonprofits are just as demanding and require just as much accountability as corporate jobs. This requires deep knowledge of sports, teams and It takes more than enthusiasm to keep up with the 24/7 ups and downs of public relations jobs in sports and entertainment. IN CASE YOU MISSED IT Summary Discussion questions CHAPTER 12: Issues and Crises Managing conflict CASE STUDY: IS THE CUSTOMER ALWAYS RIGHT? Explain how you could use this information to learn more about your college, its students and faculty. Analysis Once issues have been identified and prioritized, they need to be analyzed to determine how they might affect the organization and its publics. Building and maintaining relationships with publics is essential, even if they never buy from or sell anything to your organization. Focus on good content that matters to your publics. According to Regester and Larkin, an issue reaches the dormant stage when an organization comes to terms with the consequences.22 This does not mean, however, that the issue is over and gone. Inbound marketing Marketing strategy that focuses on tactics for attracting customers with useful, entertaining or valuable information that customers find on blogs, search results and other forms of online and social media. Engagement Measure of how (likes, shares, c omments, etc.) One-to-many content (1:many) Content from one sender that is designed to reach mass audiences with the same message. International public relations Management of relationships between organizations and publics of different nations. In what types of situations might the lines between internal and external communications be blurred? AndI have to quote this one directly because Im not sure what it meansa pure-play analytics solutions provider announced the completion of their latest data governance engagement on the e-commerce industry. All of these news releases were pushed out over international media services in a one-hour time period on a Friday morning. 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. You have the same pull and push philosophy on social media. Decrease Quantity of (eBook PDF) - The Public Relations Writer's Handbook: The Digital Age / Edition 2 . Perhaps the most vocal opposition in this case is the Center for Science in the Public Interest (CSPI), a nonprofit organization that seeks to educate the public, advocate government policies that are consistent with scientific evidence on health and environmental issues, and counter industrys powerful influence on public opinion and public policies.42 The essence of CSPIs criticism was captured in the brevity of a single tweet: Coca-Cola is desperately trying to disassociate itself with #obesity. XNXAJtNKh69. See how we're making choices with farmers, animals, and the environment in mind.1 For meat in particular, Chipotle claims to work with farmers whose animals are raised in ways that meet specific criteria. Unethical? On the other hand, there are times when public Dominant coalition Group of people with the greatest influence in determining how an organization operates and pursues its mission. Example objectives in the UNICEF toolkit include the following. But the pay was low. Craig E. Carroll, The Handbook of Communication and Corporate Reputation (Oxford, UK: Wiley-Blackwell, 2013), 4. You also decide where, when and how often the ad airs. Karl Nessman, Austria, in Public Relations and Communication Management in Europe, ed. BLOGS AND LONGER FORM Blogs were among the first social media writing forms adopted on a wide scale by public relations practitioners. Wait, what? It is easy to imagine how the research would be useful in strategic planning for anyone practicing public relations in any one of these organizations. Ethical dilemmas may arise when loyalty to colleagues from prior jobs conflicts with responsibility for fair competition in a new job. Social media offer greater opportunities for people to discuss and share information interpersonally (online word of mouth) and new channels for traditional media to reach publics. Theres an expectation that any younger person 21 to 28 years oldalready knows social media and can pick up this kind of writing on the fly. Does anyone have the pdf/etextbook version of this book? This consistency and seamlessness in the minds of consumers and publics is a key outcome of effective integrated communication. 34. 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. Amazons response was designed as much to make a case in the court of public opinion as in the court of law. Should city officials respond? That was not cool, concluded Parijat. 9. How is it making it easier? Do they appear to KEY TERMS Advertising 63 Advertising value equivalency (AVE) 64 Analytics 65 Augmented reality (AR) 57 Banner ads 65 Black box fallacy 56 Brand journalism 76 Click-through rate 65 Content marketing 74 Cost per thousand (CPM) 63 Cultural convergence 58 Economic convergence 59 Inbound marketing 74 Integrated marketing communication 71 Market skimming 66 Marketing 65 Marketing mix 67 Participatory culture 59 Pre-roll advertising 65 Professional convergence 61 Publicity 68 Search advertising 65 Target audience 78 Technological convergence (aka digital convergence) 57 Third-party credibility 69 Word-of-mouth promotion 69 KEY TERMS 85 C HAP TE R 4 Relationship Management As Kermit the Frog sang, Its not easy being green. How does Coca-Cola balance its main business of selling soda with efforts to promote healthy living? He pointed to Facebook products Messenger and WhatsApp as more private channels. 3. Develops culturally and linguistically appropriate strategies and tactics. Hootsuites graphic designer Jocelyn Aarnoutse explains: When you first go to a brands Instagram page, for example, youre judging it based on the entire grid. Ananya Bhattacharya, Fitbit Stock Surges Nearly 50%, CNN Business, June 18, 2015, accessed June 18, 2019, http://money.cnn.com/2015/06/18/investing/ fitbit-ipo-stock-bounce/. CHAPTER 7|IMPLEMENTATION Chapters 5 and 6 on research and planning bring us to the doorstep of action. Then, search the internet to better understand its political system, economy or media. In nonparticipant observation the researcher does not interact with the people being observed. E-books are granted under the terms of a single-user, non-transferable license, and may be accessed online from any location. 58 CHAPTER 3|CONVERGENCE AND INTEGR ATED COMMUNICATION engaging participatory culture is an important part of managing relationships, particularly in media environments characterized by cultural convergence. While you will not become a legal expert as a result of reading this chapter, you will gain an awareness of some common legal issues that apply to your work in public relations. Tim Cook, Customer Letter, Apple, February 16, 2016, www.apple.com/customer-letter/. 59. Symmetrical model Model of public relations in which two-way communication is mostly balanced, with the organization as likely to change attitudes or behavior as its publics. Intellectual property Any product of the human mind that is protected by law from unauthorized use by others. Marketers have to figure out the best way to get products like these to their consumers. Sports information directors must have strong organizational and analytic skills and a solid understanding of how sports media operate in order to effectively serve a media relations function. Gig economy A trend in which people increasingly are hired for short periods of time to complete specific tasks or projects, including freelancers, independent contractors and part-time hires. There were cameras rolling on all sides as he wobbled to his feet, arms out wide, bent at the waist, in what is known as a poo stance. How do international organizations collaborate to change behavior and measure success? If your company sells beach umbrellas, your decision would be fairly straightforward. These may be conducted either by the organiza- tion or by others who have sampled from populations that overlap significantly with key publics. They write that excellent public relations in social media contexts has less to do with the mechanics of online publishing and more to do with storytelling, an understanding of what you represent, why it matters to certain people, and a genuine intent for cultivating relationships.7 Excellence in social media requires good storytelling understanding your organizations stories and why those stories matter to your publics. 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. Of course you think your product is great, and if you buy ad space youre going to use it to say so. . 10.4 Evaluate how different forms of social media content can be created to engage publics. Whats more compellinga statement directly from Chipotles communications director or a story in USA Today? Instead, our system considers things like how recent a review is and if the reviewer bought the item on Amazon. 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. chb.2012.04.016. Where are people talking about your organization? In audio and video, they carefully design and produce the material to their own exact Banner ads and pre-roll ads are criticized for being annoying and ineffective. While Kam may have been goofing around a little in the classroom when he said that AVEs must die, he showed that he is serious about measurement and evaluation. In fact, in 2017 the Surfrider Foundation and the City of C hicago joined together in a lawsuit against U.S. Steel. The bottom line is organizations can regulate social media speech in limited circumstances, but employees do not forfeit their speech rights because they work for a specific organization. The benefits abound for those who invest time and resources in doing it right. Slander refers to spoken communication, while libel refers to written or recorded communication that can be reproduced and shared repeatedly. People look for authenticity in online communication. Students are digital natives, yet just because you are active on digital/mobile/social channels doesnt make you an expert. NEW TO THE SECOND EDITION Trying to maintain the mantle of the most contemporary introduction to public relations has proved to be one of the greatest challenges in writing a second edition. Code of Ethics, PRSA, https://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/. Given the amount of effort and levels of review that these major organizational statements often require before being published, they should be taken seriously as indicators of the reason the organization exists and deeper purpose of why people work there. Tom Kelleher is Professor and Associate Dean for Graduate Studies and Research in the College of Journalism and Communications at the University of Florida. 3.2 Define advertising and marketing, and discuss how those functions may diverge from public relations. My favorite (and free!) Youre likely familiar with Snapchats geofilter, which allows individuals and organizations to create a photo filter for users in a specific geographic location.15 For example, if you were planning a fundraiser for a local nonprofit, you could set up a geofilter for everyone using Snapchat in that area at that time. Both support the missions of nonprofits. Any research already conducted and reported (surveys, interviews, content analyses, communication audits, message testing and usability studies, etc.). ISBN-10: 0190925094. Prove It with Action You might call it the 90-10 rule. For a limited time, CHAPTER 10|SOCIAL MEDIA AND MOBILE when you go within 600 feet of a McDonalds restaurant you can order a flame-grilled WHOPPER sandwich for only 1 on the newly revamped BK App. edu/2013/10/15/low-wage-fast-food-jobs-leavehefty-tax-bill-report-says/. ICYMI In Case You Missed It Organizations can enhance the utility of owned media when they give up some control and allow for feedback and sharing. There are also a few free resources, like TweetDeck and Hootsuite, for those who cant invest in more sophisticated tools right away. I believe because of my Hawaiian culture, this gift is in my blood and a part of my core ethos. Personal Branding 377 The self as a product is a metaphor. This metrics report is just one example of how Im using data to show the ROI (return on investment) of the communications work we do. Engagement. 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. Thats public relations. The news release announced: Today, the BURGER KING brand is turning more than 14,000 McDonalds into BURGER KING restaurants. Im sorry. Runners can order running shoes on Zappos.com, and they can return them for free, but many still prefer to go to an actual bricks-and-mortar store to try the With digital media, the point of sale is often the same as the shoes on and get personal advice from store staff medium used to consume the media, such as music or before making a purchase. Ethics: Transparency, Objectivity and Advocacy Disclosure and dissemination of information is a cornerstone of public relations ethics. . You can write your own newsletter, distribute your own fliers or set up your own Instagram account, Facebook group or Pinterest board for free, Social media command center war rooms like this one allow for 24/7 monitorright? When Zuckerberg was called to testify in congressional hearings in 2018, lawmakers threatened more stringent regulation of Facebook. In any case, theres no way I or any other casual reader would have read 10,000 words about the business if the story wasnt interesting. If we think of strategic public relations as a dynamic and cyclical process, it makes sense that the evaluation of one action, program or campaign feeds back into the next. The most massive of mass media will certainly reach internal publics. Aside from the obvious advantage of automating the process of scanning, clipping, compiling and sorting media coverage, media monitoring services have also expanded the range of evaluation available. But it's important to distinguish between actual consumer sentiment and some of the social media reaction that does not represent the majority opinion. Get FREE 7-day instant eTextbook access! Why? Public relations case studies and write-ups for public relations case competitions such as PRSAs Silver Anvil awards normally include a situation analysis at the beginning. At the same time that agencies are diversifying services, building networks and opening global offices to serve geographically unique clients and publics in almost every corner of every continent, the overall number of major corporate players is dwindling. And BarkBox quickly became a darling on Instagram, where dog owners and dog lovers post funny pictures, quotes and videos of their four-legged friends tearing into their freshly delivered toys and treats. The problem with running 45 A/B tests or multivariate analyses in one day is that anyone doing that probably hasnt put much thought into exactly what theyre testing and why. While those managing an organization may hear whats being said about the organization in the news, at the water cooler, online or out on the street, real listening means considering what the feedback means for the organization and what can be done about it. 4. 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. Estimates ranged from 9.2percent in Shelby County, Tennessee, to 46.3 percent in the District of Columbias Ward 2.25 Reading this report after reviewing the research methods, I am fairly confident in the reliability of the results. He was apparently just another hipster who looked the same as the generic hipster in the stock photo! It makes things more accessible. 9. On the positive side, strong relationships help garner support from donors, legislators, consumers, employees, volunteers and shareholders. Publicity can be compared to advertising in three major ways: cost, control and credibility. Most of what you can expect to do on a day-to-day basis in public relations is indeed communication. 2. high-context culture. Why might an organization choose to stream content on social media? . The FTC is also concerned with how products and services are marketed to children, any type of online advertising and marketing, and the practice of telemarketing. 9. https://www.ihop.com/en/news/2018/ihop-changesname-to-ihob-and-reveals-the-b-is-for-burgers. As consumers, we may understand that an organization is responsible for the communication, but we usually dont spend much time thinking about whether the communication is coming from an advertising or marketing or public relations department, or even from other consumers. 5. appeals most to you, and why? Every task, no matter how small or tedious, is an opportunity to show you go above and beyond. Media monitoring services Vendors that assist public relations practitioners in the collection, analysis and reporting of media data for evaluation. Proactive A management style that is anticipatory, changeoriented and self-initiated to improve the organizations environment and its future. Its case studies are current and in an easy-to-read format, featuring visuals and sidebars that enhance the learning experience for students. Little Italy Restaurante owner P. J. Gialopsos chose to advocate for her employee instead of accommodating an unhappy customer. if we construct models of public relations behavior by observing the most important components of that behavior, then we can make some sense out of the many diverse communication activities we call public relations.2 In the first two models, press agentry/publicity and public information, the communication is primarily one-way. VOICES FROM THE FIELD: KRISLYN HASHIMOTO Ethics: competition, loyalty and job changes IN CASE YOU MISSED IT Summary Discussion questionsAppendix A: Universal Accreditation Board CompetenciesNotesGlossaryCreditsName indexSubject index, Public Relations SECOND EDITION Tom Kelleher University of Florida New York Oxford OXFORD UNIVERSITY PRESS Oxford University Press is a department of the University of Oxford. A Guide for Ethical Decision-Making Addressing these apparent dilemmas ethically requires careful thinking. 13.4 Discuss the ethics of alanced dialogue in global b public relations. 22. https://www.indeed.com/salaries/Investor-RelationsManager-Salaries, accessed May21, 2019. Large corporations may employ separate departments for each of these publics and may also hire public relations agencies for help with various functions, but the departments must still work together. Bernays may be criticized for promoting tobacco as liberating and bacon as healthy, but his idea of using two-way communication and research to persuade publics can be (and is just as likely to be) applied by organizations with quite different perspectives, such as the American Cancer Society or the American Heart Association. Each client has an account with the agency, and agency employees work on multiple accounts simultaneously. Voted #1 site for Buying Textbooks. We Objectivity State of being free from the influence of personal feelings or opinions in considering and representing facts. In print media, the space is often sold based on column inches. Ensure your communication plan matches the crisis response action plan, even if the response plan was developed outside of the public relations department. Choosing Channels Two-way communication and relationships are the heart of public relations. For example, when working for a company that is accepting bids from agencies, you have to be careful not to give any unfair advantage to an agency for which you used to work. Sort of. 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! Strategic Planning 155 What may at first look like a simple publicity stunt to gain attention may actually serve as part of a broader strategy. Jerry Knight, Tylenol's Maker Shows How to Respond to Crisis, The Washington Post, October 11, 1982, accessed June 18, 2019, https://www.washingtonpost .com/archive/business/1982/10/11/tylenols-makershows-how-to-respond-to-crisis/ bc8df898-3fcf-443f-bc2f-e6fbd639a5a3/. According to Christopher Penn of SHIFT Communications, As content marketers struggle to keep up with the demands of creating content all the time thats high quality, increasingly theyll look to professionals who can maintain that pace without breaking a sweatjournalists.25 Chrysler Group LLC followed this strategy when it hired Ed Garsten, a veteran journalist with 20 years at CNN as correspondent, bureau chief, anchor and producer, and experience as a national auto writer at the Associated Press and as General Motors beat writer for The Detroit News. Which elements of newsworthiness lead to media attention when NFL players take a knee during the National Anthem? Organizationpublic relationships flourish when you spend as much energy trying to understand your publics as you do trying to get your message out. Social media accounts of representatives of key publics. Describe a relationship that you have as an individual that could be seen as mixed-motive. And what role do organizations practicing public relations have in those experiences? Author(s) Tom Kelleher. The total market approach combines insights and considerations from diverse segments to deliver integrated, culturally nuanced campaigns.