The CFO relies on public relations for help communicating in a timely and accurate manner with all financial stakeholders, including shareholders, employees and analysts. Do you feel like you are sacrificing authenticity when you change your voice for different contexts (e.g., texting, blogging, business writing)? Crisis Types Not all crises are preventable, and how organizations respond to crises should depend on the degree to which people attribute responsibility for the crisis to the organization. 406 NOTES 28. Kietzmann et al. See also Images; Text; Video Multipliers, 21617, 221 Multivariate testing, 2067 Musk, Elon, 288, 3079, 308f Myers, Cayce, 31314, 315, 316 Mystic Hotel by Charlie Palmer, 394 NAACP, 41, 51 Nabisco, 1078 NASA, 274 National Association of Black Journalists, 250 National Association of Minority Media Executives, 250 National Black Public Relations Association, 6 National Black Public Relations Society Inc., 250 National Do Not Call Registry, 306 National Education Association, 342 National Employment Law Project, 144 National Geographic, 218 National Investor Relations Institute, 103 National Jewish Outreach Program, 42 National Kidney Foundation Serving North Texas, 250 National Oceanic and Atmospheric Administration (NOAA), 24142 National Park Service, 190p National Public Radio (NPR), 9, 46, 303 National School Public Relations Association, 24 Native advertising, 186, 187 Natural links, 247 Nature Conservancy, 105 Nazis (Lee's work with), 32, 52 NBA, 231, 235, 283 NBA 2K (video game), 23536, 236p NBC, 1213 NBC Nightly News (television program), 30 Netflix, 128, 129, 130p, 266, 310 Net neutrality, 117, 12830, 130p, 131p Newell Brands, 1213 New England Patriots, 336 News-driven relationships, 9297. Loyalty A sense of obligation or support for someone or something, including both organizations and publics. tonights local TV news or in the daily newspaper? As such, many tactics come across as more authentic if it feels as if its coming straight from a brand/ source/advertiser. Instead, analysts watch data over time and in a broader context to identify trends. For example, New York City did not ban hot dogs in an effort to combat climate change, U.S. Congresswomen Alexandria Ocasio-Cortez and Ilhan Omar did not praise the destruction of Notre Dame Cathedral in a 2019 fire, and President Donald Trump did not praise Mein Kampf or Adolf Hitler in public statements. What do you need to add, remove or change to bring your grades up? Although writing for social media requires understanding many conventions (hashtags, reposts, etc. platforms, wrote Jenkins.3 Augmented reality (AR) extends the reach of digital information by overlaying technology on top of live video imagery. PDF for "Public Relations" by Tom Kelleher? from Mercer University Walter F. George School of Law. Medtronics work with employees in Puerto Rico following Hurricane Maria must have cost the company millions. ICYMI In Case You Missed It Effective public relations means managing relationships between an organization and its publics. First-party data Data on user or consumer behavior that is collected by an organization from the people who use the organizations websites or online services. Yours truly a MAN who Shaves.12 Hey Gillette, weren't you one of the companies that overcharged women for the same product simply because you changed the color to pink?13 PRNews called it a close shave, observing that the campaign had divided audiences on whether it was genuinely an effort for social good, a profit-driven rebranding, or both.14 The only way for Gillettes parent company, Procter & Gamble, to evaluate the campaign is to take into account both qualitative and quantitative measures. 20. After hearing the startling observation from the back of a plane, Dave Carroll and fellow band members of Sons of Maxwell looked out to see that, indeed, their instruments were being heaved carelessly by United Airlines luggage handlers. RELEVANCE We depend on pertinent and applicable information to help us make decisions. Public relations professionals often use our data to back up their own research on everything from how much consumers spend on certain items to which jobs are in demand. . 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). J. E. Grunig (Hillsdale, NJ: Lawrence Erlbaum, 2009), 504. Use media to gain favorable exposure that helps set the stage for more interactive relationship building in public diplomacy. Practicing public relations does not necessarily require a specific college major, but public-relations-specific degree programs offer a series of courses designed to prepare students for entry into the field. Around the third day we devised a strategy to use PR to turn the situation in our favor by inviting the news media to cover the hundreds of people who were lining up to apply for positions as replacement bus drivers. Historical writing 7. 2. John A. Ledingham and Stephen D. Bruning (eds. Tools ranging from traditional surveys and direct observation to advanced technology for content analysis and behavioral tracking can be applied in the measurement of media content, attitudes, knowledge and behavior as outcomes of public relations programs. 6. Geofilter Feature of social media (particularly Snapchat) that encourages communication among users within a specified geographic area by allowing users to post images with locationspecific overlays. Theyve also rewarded your hard work with a series of promotions. James and Larissa Grunig are emeritus professors at the University of Maryland. Remember that the URL also shows up in search results pages, and many people decide whether to click based on the URL structure. 10.2 Discuss how publics uses and gratifications of mobile media may help drive public relations strategy. Along with its enormity in the worlds marketplace of physical and digital products, Amazon also has grown into a formidable voice in the marketplace of ideas. 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. However, some works have entered the public domain, meaning that copyrights have expired, been forfeited by the owner, or otherwise do not apply. Salary Survey, prnewsonline.com, 2018 edition, accessed May 21, 2019, http://www.prnewsonline.com/ wp-content/uploads/2018/03/pr-news-salarysurvey-2018.pdf. Interestingly, if you go to one of our ATMs youll find some of those stories some of that owned contentshowing on the screen. CASE STUDY Kimberly-Clark has been recognized for its efforts to promote more women in the organization. How would a public relations job in that field be similar to and different from other areas of specialization? Practitioners recognize that winning in the court of public opinion can be as important, if not more important, than winning in a court of law. How might this type of data be useful in a public relations program? 38. of conversations in the marketplaces where organizations and publics meet. 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? But your new employer requires you to sign an agreement that any social media accounts you use for any tasks related to your job may be accessed by the company. Brand advocate A person who is loyal to your brand and speaks favorably about your brand to others. Some are shocked. Consider campaigns to get people to save for retirement, properly separate recyclables or maintain safe privacy settings on social media accounts. Output objectives focus on the tangible efforts of public relations such as the number of tweets posted, news releases sent, events sponsored or schools visited by experts. GoPro tells users to share with #GoPro. Whats the biggest crisis youve ever had to manage? How many news organizations covered the story in your news release? In your timeline, that communication may be labeled as research in early stages and evaluation in later stages as you gather feedback. Whats public relations role in cultural convergence? Right around that time we did a comprehensive member survey, and the percentage of ethnically diverse membership was in the single digits. Duty to the Profession: Botching this job with poor ethical decision-mak- ing would have not only discredited Defren, it also would have reflected poorly on the whole field of public relations. For years, public relations students studying for exams and practitioners reviewing for accreditation interviews have referred to the four-step process of researching, planning, implementing and evaluating programs. Yes, real surfersnot the kind who browse websites but the people who ride freshwater waves in Lake M ichigan. Most of what you can expect to do on a day-to-day basis in public relations is indeed communication. At the same time, multinational companies face daunting regulatory barriers and must adapt their digital and social media engagement systems. There are certainly some basic principles that can be picked up by reading articles and books or attending seminars. Of course, not all criticism is construc- tive. Underage Binge Alcohol Use Varies Within and Across States, The NSDUH Report, accessed June 13, 2019, https://www.samhsa.gov/data/sites/default/files/NSDUH-SR199-UnderageBinge-2014/NSDUH-SR199UnderageBinge-2014.htm. 336 CHAPTER 12|ISSUES AND CRISES The investigation is still ongoing as of this writing, but the airlines denial seems more plausible and justified given that preliminary findings have shown that faulty sensor data in the Boeing equipment was likely involved in both the Ethiopian crash and a deadly Lion Air crash of another Boeing 737 Max that occurred a few months prior. 30. Amanda E. Cancel, Michael A. Mitrook and Glen T. Cameron, Testing the Contingency Theory of Accommodation in Public Relations, Public Relations Review 25, no. Re-established 2018 with a recommitment to you.) Whats the role of public relations in that effort? What Is Visual Listening? In all likelihood, situation research starts with an internet search and conversations with the clients. Include important factual information that journalists would need to support the main points of the story. How do media monitoring services assess online conversations? Half of those who remember finally act on the message (500). Respond quickly and appropriately tochallenges on social media to prevent issues from becoming crises. In order to earn and keep their seats at management tables, public relations executives would have to tackle the question of how to do research that would not only drive success but also demonstrate public relations contributions to organizational missions. Why or why not? great. People not only learn, agree and act, but they encourage others to do likewise; this is referred to as proselytizing. Maybe shade and 246 CHAPTER 9|WRITING sun protection make sense as keywords too. 62. Red Bull is a prime example. (Disney Television Studios owns ABC Studios and ESPN, making it easier for these crossovers to happen.) 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 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. He is also the legal research editor for the Institute for Public Relations. Most strategic public relations efforts involve not just mere awareness, but some level of understanding of the issue, and, beyond that, behavior. Barcelona Principles By 2010, public relations had matured into a field that was global, digital and relationship-focused. 12.7 Assess competing values in ethical conflicts of interest in the context of public relations issues and crises. Instructors can easily deploy these in face-to-face or online teaching as writing assignments or discussion starters that connect student learning outcomes with current events and technologies. Thats something to consider very carefully. It's also hard to imagine why the company would want to mess with a name that's so well-known and beloved. Then a week later, on June 11, the company issued a news release with the headline IHOP CHANGES NAME TO IHOb AND REVEALS THE B IS FOR BURGERS.9 As it played out, the tens of thousands of people who engaged with IHOP in the name-change guessing game were just the beginning of the story. It will democratize surfing, Slater said, about the technology. Relevant Do the objectives relate clearly to the goal and mission? When an ad serves an institutional goal beyond sales and marketing, it is acting as a tool for public relations. ference between Weibo and Twitter is that most Twitter users log in from countries What cultural differences would you research before starting a Weibo account? When an executive or organizational leader uses someone elses words without attribution in public communication, plagiarism can become a public relations problem. 3.5 Discuss the role of public relations in the free flow of information in society. Not only did we restore the brand and restore the reputation and trust, but we got, actually, a sales lift out of it.25 Newell Brands and its public relations firm Edelman opted to use humor in responding to the Crock-Pot backlash following an episode of This Is Us. Do you think she should have been fired? It included a Ford-sponsored national safety forum attended by safety researchers, auto industry engineers and law enforcement officials. A political campaign ends with an election. Interviewing people is a good way to find out. As the case continued, Chipotle management had to make tough decisions to balance their own interests with the interests of their publics. This voice is gauged by asking people how much they agree with statements about how an organization communicates. 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. SWOT Analysis Description and discussion of an organizations internal strengths and weaknesses and its external opportunities and threats. PROBLEM RECOGNITION How often do people stop to think about the issue? Or not. Google alerts and other search services can be set to monitor for specific terms and links, and notify you when your blogs get mentioned. 22. 9. https://www.holmesreport.com/ranking-and-data/ global-pr-agency-rankings/2018-pr-agency-rankings/ holding-groups-networks. Annual reports and quarterly profit/loss statements are examples of material information that must be released in a timely, accurate and fair manner. Most public 396 CHAPTER 14|CAREERS relations positions are with agencies, large businesses and corporations, nonprofits, NGOs and military and government agencies. She reported that both organizations enjoyed social media recognition from the case as well. In an information systems crash, were the data backed up in a timely manner? Vanessa Murphree, Edward Bernayss 1929 Torches of Freedom March: Myths and Historical Significance. American Journalism 32, no. The same values apply today when it comes to telling stories in results favor good direct news style. Today, there is little debate about advocacys place in public relations as opposed to journalism. Its a good investment. Washington Post food reporter Becky Krystal mused that IHOPs name change is what happens when brands exploit the Internet outrage cycle.10 Others saw an opportunity for humor. You will not be responsible for fraudulent chargeseither your bank or Target have that responsibility. Diversifying diversity would be one. out of my chair when I saw that he was getting $150 an hour for his work. Social media analytics allow communicators to monitor real-time feedback in response to any post. 2018 Small Business Profile, U.S. Small Business Administration, https://www.sba.gov/sites/default/ files/advocacy/2018-Small-Business-Profiles-US.pdf. How many comments on a blog? Localization is basically the geographic version of personalization. Feed proofing a video means using text, typography and graphics to communicate a message without the need for audio.
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