7. https://adage.com/article/news/ omnicom-acquires-ketchum/17638. That means a whole lot of people will see the content, but few of them will do anything about it. The FDA requires that product claim advertisements include the following:29 The name of the drug (brand and generic) At least one FDA-approved use for the drug The most significant risks of the drug The pharmaceutical industry is regulated quite a bit more these days than it used to be. 6. Making sure your practices and messages are consistent but still reflect local realities takes mindful work and can be tricky. Source: Mobile Technology and its Social Impact Survey 2018. 6. Rather it is meant to encourage you to donate to support the World Bicycle Relief Organization. All rights reserved. What makes you confident (or not confident) that they will handle it properly? In many cases, the right decisions about privacy of both internal and external publics can be made with good business sense and careful ethics, but you must also be aware of the legal rights and responsibilities of people inside and outside your organization. Like social media, however, video creation is not one-size-fits-all. 38. Voted #1 site for Buying Textbooks. What was your first job in public relations? Principle 7: Measurement and Evaluation Should Be Transparent, Consistent and Valid The final Barcelona principle emphasizes the importance of maintaining integrity in the design, conduct and reporting of evaluation research. well. 292 CHAPTER 11|LEGAL If youve ever shopped online for a book or movie or even a selfie stick or Halloween costume, youre probably well aware that Amazon is one of the worlds largest marketplaces for physical goods and digital products. SUMMARY 12.1 Analyze responses ranging from advocacy to accommodation in public relations conflict cases. See Conflict and controversy Convenience, 73, 98 Convergence, 5663, 79 cultural, 5859, 80, 359 divergence and, 6263 economic, 5961, 8182, 81p, 359 professional, 6162 technological (digital), 5658, 8182, 81p, 29596 Converging Media (Pavlik and McIntosh), 9 Conversational voice, 14 Conversion funnel, 155 Conversion rate, 208 Convince & Convert, 277 Cook, Tim, 285 Cookies, 207 Copyright, 272, 289 defined, 296 fair use and, 298301 linking and, 303 symbol of, 296 Copyright infringement, 29798 Copyright Office, U.S., 298 Corden, James, 360, 361p Cornell-Liberty Safety Car, 39p Cornell University, 39 Cornell University Law School Legal Information Institute, 310 Corporate advertising, 186 Corporate social responsibility (CSR), 87, 33132, 383 case study, 11114 defined, 111 Corporations, 38283, 384p Cost. If I see several comments about a specific topiceither in responses to our agency posts or in conversations I can see within my neighborhood or adjoining neighborhoodsI might put that topic on our list of topics to address in our own outreach. In 2015, the FCC adopted rules to protect the open internet and, in so doing, sided with millions of people who took an active stance on the issue.16 And in 2017, when the FCC considered repealing the 2015 rules, the agency received more than 23 million comments on the issue! In May 2014, the ICCT alerted the Environmental Protection Agency (EPA) and the California Air Resources board about the unexpected findings. Research and past experience may guide planners in finding that balance between ambitious and attainable. Case Study Words Matter: A Strange Choice for an Agency Name As one Texas-based public relations firm learned, reciprocity takes research and planning, and getting one important turn of phrase wrong can spell disaster, especially if you make that turn of phrase the name of your firm. Will AP style be important to you in your career? But before you hire a translator to expand your social media reach into China, consider some of the cultural differences. To purchase, visit your preferred ebook provider. What we found [was that], when you have a Super Bowl or Olympics deadline, you have high degrees of speed and focus and make things happen, Pritchard told The Wall Street Journal. Most people internal to an organization will fit both these criteria, but specific situations will mean prioritizing internal publics differently. . GLOSSARY 421 Clear and present danger Circumstance that may limit rights to free speech in the interest of preventing substantive evils. Clickbait Promotional and sensational internet content designed primarily to entice users to visit another website. In Chapter 6 on planning, we discussed the concepts of formative research and benchmarking. 11.8 Discuss the ethical balance between safeguarding organizational confidences and respecting the privacy of individual social media accounts. First-person accounts 4. Now all we have to do is click a button or two to retweet, re-blog, re-pin, or otherwise rebroadcast someone elses work. Bartlett Arkell, founder and president of the Beech-Nut Packing Company, wrote to him and told him as much. Thanks to Acquisitions Editor Toni Magyar and her successor Keith Chasse for their continued faith in the value of this whole project. Supermarkets and big-box stores stand as evidence of that. Participating actively and transparIs this a balanced exchange? How does that kind of knowledge benefit practitioners beyond helping them get the credential? McGuire developed a hierarchy-of-effects model that outlines key steps in public communication campaigns: tuning in, attending, liking, comprehending, learning, agreeing, remembering, acting and proselytizing. Trade-Offs in Research Design No single research method, no matter how formal, is perfect. If you are organizing an event as part of a larger program, you may estimate the total cost of the event in your initial program proposal rather than getting too 168 CHAPTER 6|PL ANNING specific with each line item. Public diplomacy is a subset of international public relations that deals with communication intended to promote national interests. Code of Ethics, PRSA, https://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/. ISBN-13 : 978-0190925116. In face-to-face interactions, this may come naturally, but it takes careful attention and deliberate practice in writing. The center suggests that digital devices can create swift and encompassing cultural change in emerging economies, even more dramatic than the effect in developed Digital divide Gap between those people with countries.44 relatively little access to and use of Economic downturns, like recessions, can impact the public relations ininformation and communication dustry, too. Engagement can be defined as attitudinal and based on emotions how your publics feel about your organization and what it is doing. Advertising FAQs, LinkedIn, accessed June13, 2019, https://business.linkedin.com/marketing-solutions/ advertising-faqs. In the first sentence, reporters tell readers who, what, where, when and why. Public Relations by Kelleher, 9780190925093, . to hold up. The NBA 2K story ended up all over the world in all kinds of media, including national newspapers and online-only media like ESPN.com. How is the job for entry-level public relations positions changing? As discussed in Chapter 10, under- standing basic multimedia principles is critical in public relations. On one hand, we are witnessing vast cultural hegemony.
(eBook PDF) - The Public Relations Writer's Handbook: The Digital Age 45. http://www.conecomm.com/research-blog/2017-csr-study 46. Qualitative research allows for rich description and deep understanding of the people or content studied before, during and after public relations efforts. 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. 5. Intellectual Property When you communicate on behalf of an organization, you often must ask who owns the information being exchanged and whether you, or someone else, have the rights to the words, images, music or multimedia being exchanged. . In nonparticipant observation the researcher does not interact with the people being observed. and those who use the technologies for less constructive reasons. Understanding consumers journeys is critical. 38 Symmetry is balance. The growth of digital, social and mobile media that reach consumers in so many ways has further blurred the lines between public relations, advertising and marketing. What types of organizational goals would be served? In the end, the solution seemed easy, but this was largely due to Defrens expertise and careful ethical thinking. We didnt take a broad enough view of our responsibility, and that was a big mistake. visual listening can help public relations professionals better understand and communicate with their publics. Instead of public relations people pitching stories to journalists, journalists can post queries online to which any registered user with relevant information or expertise can respond. A clever tweet resonates with followers who may be inclined to retweet. In a roughly 1,300-word retort posted on his page (https:// medium.com/@jaycarney/) on the self-publishing platform Medium.com titled What The New York Times Didnt Tell You, Carney disputed many of the claims.7 Carney wrote that Olsons brief tenure at Amazon ended after an investigation revealed he had attempted to defraud vendors and conceal it by falsifying business records and that Olson had admitted this and resigned immediately after being confronted with the evidence. A nonprofit might compare year-end or holiday donations from year to year in the context of trends in competition. Analysis Once issues have been identified and prioritized, they need to be analyzed to determine how they might affect the organization and its publics. Ethics Moral principles that govern a persons or groups behavior. Did they really mean to do that? In fact, if you are working alone communicating for a small business or nonprofit, you have no choice but to think through how all your communication and management functions gel together for a common purpose. Identify an organization partaking in community management on Twitter or Facebook, and compare how the organization responds to positive comments versus negative comments. Event types include holiday celebrations, speeches and panels, press conferences, celebrity appearances, carnivals, contests, building dedications and so on. Of course, there are a lot more data that can be tracked online than with traditional mass media. Cultural Intelligence Unfortunately, merely studying and understanding cultural dimensions is not enough to ensure successful intercultural communication. The short answer is GDPR, or the General Data Protection Regulationa European Union (EU) regulation that went into effect in May of 2018 to protect individuals privacy by giving them more control of their personal data. As with strengths and weaknesses, opportunities and threats are often two sides of the same coin. not love the idea of donating blood, eating more vegetables or joining a community discussion on a controversial issue, but if we are going to convince them to participate, our communication has to keep them engaged. Internal factors may include an organizations size, structure and culture, as well as the autonomy of a public relations department within an organization and the level of practitioner experience. What were the risks and benefits in the court of public opinion? Joel Best, Damned Lies and Statistics: Untangling Numbers from the Media, Politicians, and Activists (Berkeley: University of California Press, 2012). Publicity is earned. Google alerts and other search services can be set to monitor for specific terms and links, and notify you when your blogs get mentioned. (The other two were written communication and content creation. Goals and Objectives It takes clear writing to articulate your goals and objectives as part of a public relations strategy. 290 CHAPTER 11|LEGAL The First Amendment Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances. Useful websites include https://www .freedomforuminstitute.org/first-amendment -center/supreme-court-cases/ and https://www .uscourts.gov/about-federal-courts/educational -resources/educational-activities/first-amendment -activities. News releases could be counted as media coverage. Cooperation of information technology, design and public relations professionals is a great example of professional convergence. Public Relations For Dummies 2nd Edition Pdf As recognized, adventure as capably as experience nearly lesson, amusement, as competently as conformity can be . 55. https://twitter.com/AmazonHelp/with_replies 56. 36. In what ways does the job description match your expectations for a public relations career? Hyperlink A piece of text or an image online that can be clicked on to reach another resource online. com/travel/the-changing-demographics-of-a merica538284/. 27. . 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. (Benchmarking can also be used to make performance comparisons with other organizations or industry standards.) Mission/Vision Goals Objectives Tactics Case Study Global Handwashing Day: Goals, Objectives and Outcomes Did you know that October 15 is Global Handwashing Day? Communal relationships Relationships in which each party gives benefits to the other and a p rimary motivation for each is the others benefit. Coming Later This Month, @Them is the Digital Community We Need Now More Than Ever. He recognized how the shifting landscape of media was changing the nature of communication between organizations and their customers: In the days of Father Knows Best, it all seemed so simple. As technology advanced, public relations people began producing electronic media kits on CD-ROMs that could include all of that plus audio, video and interactive components. Salespeople sell. 53. On the crowded streets of one of the worlds busiest cities, a group of influential young people does something carefully planned but also unexpected by the crowds around them. Story placement The outcome of a successful pitch, when a story involving a public relations practitioners organization or client is covered in the news media. Reviewing a companys webpage, publications and archives is not sufficient to gain tacit knowledge of something as intangible as organizational culture. SUMMARY 175 6.3 Develop basic timelines to organize tasks in a strategic public relations program. Today, all this information is shared online, but reporters still need background information for context. When goals are marketing-based, the metrics should include the steps involved in the conversion funnel discussed in Chapter 6. The four Cs of integrated marketing communication (consumer, cost, convenience and communication) highlight important dimensions of those relationships. Chris Louie, Uncommon Sense: Back to the Future: Perspectives on Thriving in 2020, Nielsen, July 1, 2015, www.nielsen.com/us/en/insights/news/2015/ uncommon-sense-back-to-the-future-perspectives-onthriving-in-2020.html. We still have to understand the second part of the term public relationsthe relations. Business writing often calls for more formal structure and style. However, just because the camera phone in your pocket can capture amazing images at high resolution doesnt mean you should capture all photos on your ownor that photos will be the only types of images you use. Who will live-tweet the event as it happens? 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. Identify key values. We spent approximately $70 million to restore operations there. 2. Bulleted Summaries Summaries organized around the learning outcomes identified at the start of each chapter reinforce the key takeaways, so that students have a firmer understanding of the concepts they should have learned. Social media also can provide a haven for misinformation, deceit, mistrust, cynicism and generally shattered expectations. Dennis Hollier, Talk Story with Robbie Alm, HawaiiBusiness, April 8, 2012, accessed May 20, 2019, http://www.hawaiibusiness.com/Hawaii-Business/ April-2012/Talk-Story-with-Robbie-Alm/. IPOs are highly choreographed financial events in which private companies first offer sale of stocks to public investors. Think about how you describe yourself on your LinkedIn profile, if your audience is prospective employers, and how you would want that to be coordinated with your resume, and also how you describe yourself in your cover letter and face-toface interactions. Digital media have made it much easier to borrow someone elses words, but that same technology makes it easier to identify plagiarism. According to Hanson, PR folks are asked to manage social ad campaigns all the 390 CHAPTER 14|CAREERS time, and this requires knowledge of paid media services for platforms like Twitter, LinkedIn, Facebook and Instagram. 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. Focus groups can be formal. Do you think she should have been fired? Crisis Response Strategies 339 Cambridge Analytica chose a deny strategy, and ended up collapsing within a few months. Participatory culture A culture in which private citizens and publics are as likely to produce and share as they are to consume; commonly applied in mediated contexts in which consumers produce and publish information online. Organizations with communicators who are perceived as making communication enjoyable, using a sense of humor, admitting mistakes and even providing links to competitors rank higher on the conversational-voice scale. Successful communication requires cultural intelligence. L ove em or hate em, listicles are part of the online media landscape. Adweek reported in 2017 that BarkBox had 500,000 subscribers and more than 4 million fans on Facebook and Instagram. Mentioning public relations and ethics together in the same sentence will lead to rolled eyes and snarky responses in many circles. Define The Specific Ethical Issue/Conflict A client asked Defren and his associates to tweet for him at a trade show from the clients Twitter account. 34. While relationships are key to media relations, depending on the nature of your organization or clients, many if not most of your relationships with journalists may be best characterized as exchange relationships. The statement must be published or spoken to at least one other person besides the person who is the subject of the statement. By and large the crowdsourced, social-media-era definition matches the classics that have been used in the teaching and practice of public relations for decades. 23. https://twitter.com/tos. Real, interactive and two-way communication doesnt allow one party or another total control. Key Outcomes of Relationships Depending on the specific goals and objectives of organization-public relationships, mutually beneficial relationships may come in many forms. Ethics: Loyalty and Diversity inCommunication and Action 195 Case Study Doing Good by Doing Well: Kimberly-Clarks Efforts to Promote Diversity Glass ceiling Metaphor used to describe a present but unseen barrier to promotion for women and minorities. 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. Any research already conducted and reported (surveys, interviews, content analyses, communication audits, message testing and usability studies, etc.). Maybe you searched for the last show you binge-watched on Netflix or your favorite sports team. Earned media typically dwarfs paid media in a campaign. In addition, coordinators used to be behind the scenes managing a lot of clerical workclipping articles, formatting press releases, mailing press invitations, calling all news outlets and looking through Bacons media books for updated contacts, etc. CHAPTER 12|ISSUES AND CRISES While its difficult to think of anything either controlled or centralized about the wildly crowd-fueled nature of how major crises break on social media, this doesnt mean public relations people cant play an important role in the process. He earned his B.A. Theyre designed to elicit quick responses. Of course you think your product is great, and if you buy ad space youre going to use it to say so. Delgado is identified in the release as the chief scientist on the Independence mission and maritime heritage director for the National Marine Sanctuaries, but his longer bio is also available on the NOAA website: James P. Delgado, PhD, FRGS, RPA, has led or participated in shipwreck expeditions around the world. This map is only visible to you. Whats more compellinga statement directly from Chipotles communications director or a story in USA Today? 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. How are B2B relationships similar to B2C relationships? Transmedia storytelling Telling a story across multiple platforms like games, web pages, apps, social media and traditional media.
PDF Public Relations Strategies And Tactics 11th Edition Pdf Pdf (Download (Figure 13.1).16 Cultures with high power distance tend to be hierarchical, while those with lower power distance tend to be more egalitarian. A companys public relations office can communicate all it wants about the organizations culture, the managements commitment to employees, and unwavering pursuit of a noble mission, but for those communications to ring true internally, employees must experience the culture and commitment firsthand. That along with our preferred name is the most basic form of artifactual branding. 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. And what other costs may have been associated with obtaining the coverage? Together we can fight hunger.69 But even with the backing of two of the biggest names in soccer, backlash on social media was swift. Again, this type of media planning requires specialized expertise, but understanding the basics will help public relations planners work with media planners in buying space in digital and interactive media. However, you dont have to work for an international company or a global agency to work in international public relations. From features and factual news to tweets and texts, this chapter will cover some of public relations most common writing assignments. Employment of public relations specialists is projected to grow 9 percent through 2026, about as fast as average for all occupations. Instead, our system considers things like how recent a review is and if the reviewer bought the item on Amazon. In this chapter, we approach the topic of global public relations by considering factors that influence communication between people from different cultures and different nations, as well as communication between people from different cultures within the same countries. CASE STUDY Facebook applied multiple crisis response strategies when its handling of private user data came under fire. 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. 6. You may agree sons or groups behavior. Good PR professionals suggest ideas for posts, tweets and hashtags rather than relying on the social media team. In pitching a straight news story to journalists or editors in news organizations, public relations writers should do the following: Start with a good headline and dateline. 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. But not all content is created equal. 12.5 Define crisis response strategies. 5. Preventable Crises Consider an airline crash. Some organizations have had to cut ties with influencers because of controversy. Actual malice When a defamatory statement is made with knowledge of its falsity and reckless disregard for the truth. CHAPTER 14 1. Toni Eagar and Stephen Dann, Classifying the Narrated# Selfie: Genre Typing Human-Branding Activity, European Journal of Marketing 50, no. Professor Hong Tien Vu, whose research focuses on global and development communication and digital media, describes this simply: When you have enough economic resources, you can think about things like the environment or gender equality.