Several brands were tagged in this tweet, but only one responded: Hulu. Heres some advice culled from the chapter: Public relations strategy should be grounded in cultural insights and research from the beginningnot as an afterthought. Transparency also offers a useful lens for studying public relations history. Media like brochures, newsletters, intranets and advertising fall on the controlled end of the spectrum because the public relations practitioner can, to some extent, control the production and distribution of content. Dimensions : 10 x 0.7 x 8 inches. 10. Propaganda, attention getting and less-than-accurate information (if not downright lies) are hallmarks of the press agentry model, which is as alive in this millennium as it wasthen. This could be the number of times people report washing their hands in a day, the percentage of people who are observed washing their hands before meals or the pounds of soap used in a community center in a month. Of course, online survey tools make it much easier to Planning collect and analyze data than it was in the days when most Research surveys were conducted using paper and pencil. Yes, those summative results can and should inform ongoing work and future campaigns, but as final evaluations, they answer the question of whether and Analytics to what extent the campaign achieved its goals (e.g., won the election, raised A field of data analysis used to the target amount of money or met sales projections for a new product). Most members of these professional organizations practice public relations with good intention, and those few who do run blatantly afoul of the codes can probably take advantage of the subjective nature of interpretation and the relatively weak mechanisms of enforcement to evade any institutional consequences. Evaluation should not be limited to just looking at what was done but also how we can help our organizations grow in the future. Clive Thompson, The See-Through CEO, Wired, April 1, 2007, accessed May 20, 2019, http://www.wired .com/wired/archive/15.04/wired40_ceo.html. It may never end. Organic search results are those that are not paid for as advertising or sponsored links. 324 1. Further details on any subject treated will be supplied promptly, and any editor will be assisted most cheerfully in verifying directly any statement of fact. As media systems converge, however, the lines between public relations, advertising and marketingas everyone else sees themblur. 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. CARTOONS Page 11 Copyright Grantland Enterprises; www.grantland. Others are people who are affected by our organizations. Half of those who remember finally act on the message (500). Perhaps the moral of the story for public relations is to avoid confusing the The website minimumwage.com uses research to argue one side to a contentious issue. The one-minute video, titled A Special Message from This Is Us, featured the actor Milo Ventimiglia, who plays Jack Pearson, making his way to the kitchen on set. J. E. Grunig (Hillsdale, NJ: Lawrence Erlbaum, 2009), 504. As one participant in the study put it, theres a competitive advantage in using social media to attract and maintain a younger demographic, which is adept and attuned to social media. Another said, If [students] are there and that is where they naturally are, then you have to go to [that] market. more and more objects in our environment are connected to each other in a way that enables them to communicate via a network, and by extension the internet at large. It was a simple dream, really: To work in media, live in her own apartment, and be able to afford to eat a variety of foods, wrote Kana in the sarcastic post. Briefly describe one crisis of each type (victim, accident, preventable) that has occurred in the past year. Take a stab at drafting your own responses to comments, too. Duty to Client: Defrens firm was hired to do a job. Find a specific job ad describing a position in public relations that you would like to have three to five years from now. 34. 5. Distinguishes between political and corporate speech. If the subject (plaintiff) is just a 294 CHAPTER 11|LEGAL private citizen in the context of the case, he or she would need to show only that the defendant was negligent and acted carelessly. By all means, put it in your employee newsletter or tweet about it for your personal networks. 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. Ethics and Public Relations, Institute for Public Relations, accessed May 20, 2019, https://instituteforpr .org/ethics-and-public-relations/. Mitch McNeil, The Reality of Surfing in C hicago, The Inertia, accessed May 21, 2019, http://www.theinertia .com/surf/the-reality-of-surfing-in-chicago/. Second Edition. continues Measuring the Right Outcomes 219 continued How are big data changing the way practitioners do evaluation research? How might you use Instagram in the research process for planning a blood drive in your community? Also, if an organization is promoting a cause or idea with which a practitioner disagrees, this creates internal dissonance that can result in a lot of stress. Budgets Achievable goals and objectives depend on the budget, and the budget depends on the resources needed to achieve the goals and objectives. Organizations must bring something beyond talk to their relationships with publics. Transparency in research means that researchers are open and not secretive about their methods. Name at least one regulatory agency you would need to know more about and why. Case Study How Crock-Pot Fought Fire by Keeping Its Cool In 2018, Newell Brands, which owns Crock-Pot, found its signature slowcooker product under fire from an unlikely publicviewers of NBCs number one hit drama This Is Us. And that conversational voice correlates with public relations outcomes such as satisfaction and commitment, as well as trust.26 PCWorlds Robert Strohmeyer offered sound advice in writing about how to deal with Yelp disasters: I like to think that most people are generally sensible, but the Internet has an uncanny knack for transforming rational adults into raving, infantile morons. Validity refers to the accuracy of a measurement or observation in reflecting what the researcher intends to measure or observe. While all of these are accurate translations, the proper word choice can vary by region and context. Produce has to be canned, frozen or kept fresh during harvesting, packing and shipping. I was elected to the PRSA board in 2004. Public Relations, Second Edition, presents a clear, engaging, Mrs Pargeter discovers the skills by which Public Relations can make evil look good in the latest wickedly entertaining, , , . 2. His uncle was Sigmund Freud.] Usage divide (or second digital divide) Gap between people who use information and communication technologies for education, self-betterment, civic engagement, etc. 370 CHAPTER 13|GLOBAL Asking questions on Twitter (which often start with Ok Twitter or This is crazy, but) has become somewhat of a viral sensation. 49. Public Relations Society of America (PRSA) Member Code of Ethics, Public Relations Society of America, accessed June 13, 2019, http://www.prsa.org/aboutprsa/ethics/codeenglish. Strategic public relations means that the Learning about professional values and ethics is an important part of learning public relations tactics you perform are public relations. You will likely deal with both highcontext tactics like texts and tweets and low-context communication that spells out yourorganizations goals, policies and positions. 9.2 Analyze news and feature styles of storytelling. Which of the dimensions would be hardest for you to adapt to in practicing intercultural public relations? Organizations invest a lot of resources in developing content that they hope will be shared. Does anyone have the pdf/etextbook version of this book? However, this also means organizations have a responsibility to be accurate and transparent in communications. Objective 2 Applying Ethics and Law 2.1 Integrity: Conducts professional activities in a lawful and principled manner. Thanks to some particularly foresighted public relations practitioners and researchers, we have guidelines for how to work with all these data. RELATED UNIVER SAL ACC REDITATION BOARD COMPETENCY AREAS 2.2 ETHIC AL BEHAVIOR 4.1 COMMUNIC ATION/PUBLIC REL ATIONS MODELS AND THEORIES 4.3 KNOWLEDGE OF THE FIELD 6.1 REL ATIONSHIP BUILDING 6.2 REPUTATION MANAGEMENT I n the opening pages of Managing Public Relations, right before defining public relations as the management of communication between an organization and its publics, Grunig and Hunt reflect on the problems of the times (early 1980s). According to the U.S. Your bounce rate is 70 percent and your conversion rate is 15 percent. But beyond Timberlands wish to inspire the community to embrace the outdoors in the city4 (as stated in a Timberland news release), what was Timberland really trying to accomplish? Mike Snider, Roger Yu and Emily Brown, Net Neutrality: The FCC Voted to End It. As you move into management and become more responsible for others in your organization, your ethical responsibility will expand. Limitations on free speech kick in when your right to free speech infringes on others rights. . This chapter explains how strategy starts with research. 50. https://www.prsa.org/AboutPRSA/Ethics/ CodeEnglish/. Podcasts, webinars, text messaging systems, blogs, apps and online video can all be owned. What Are the Benefits of Social and Visual Listening? Prior to the dot-com boom, people probably wouldnt have thought to refer to their local bookstore as B2C, but when Amazon.com rose to success selling books and other products directly to consumers via the internet, the business model was seen as innovative. On a global scale, this phenomenon has accelerated with the growth of digital media. Communication in public relations will ring hollow without action to back it up. As you might have experienced, this often occurs on a continuum, rather than only one way or the other.77 Ethicists hold that the day-to-day practice of public relations leans too much toward monologic and not enough toward dialogic communication. Why wasnt he driving a Ferrari? Safeguarding confidences is a key provision in the PRSA Code of Ethics. Promoting a cause also means supporting a mission, which requires strategy beyond mere awareness. 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. Youre a Nike swoosh! Handshakes may turn into deals that need to be formalized in writing. The SAMHSA contract award with optional surveys running from 2018 to 2022 costs U.S. taxpayers $300,514,412!24 So, lets say you dont have a couple hundred million in your budget, but you still need to do some research. 11. Proactive Issues Management 329 producebunny Follow @producebunny #Chipotle should pay more attention to food safety than hyping anti-GMOs. 6. Carney responded again, criticizing the journalists fact checking. The Contexts section (Chapters 1114) addresses the forces influencing the practice of public relations as emerging sociotechnical trends challenge public relations people to confirm, rethink or in some cases abandon past practices and ideas. The key to avoiding plagiarism, then, is proper attribution. Snackable content Easy-to-consume pieces of content that are available on the go. 364 CHAPTER 13|GLOBAL Similarly, global public relations agency Weber Shandwick emphasizes the importance of globalizing strategies and standards, but localizing tactics.54 A survey of senior corporate communication executives for large multinational companies found that global integration called for consistent brand positioning and the quick flow of knowledge across global teams, but that didnt mean replicating tactics in multiple countries. The Accreditation in Public Relations (APR) credential serves to certify professionalism and ethical standards of practitioners who have five or more years of experience in the field. What contingencies of the situation made advocacy a better strategy than accommodation? If, however, the crash was due to inadequate pilot training, publics would see the crisis as preventable. Because China blocks or restricts many Western platforms, including Twitter, Facebook, Google and YouTube, companies must deal with other online platforms that operate in their place, including Weibo, WeChat and Baidu. In implementing public relations programs, we are expected to make wise and informed decisions on which channels of communication to use, when and for what purpose. Erin Mosbaugh, #Carnitasgate: Chipotle Not Serving Pork at One-Third of Its Restaurants, First We Feast, accessed June 13, 2019, http://firstwefeast.com/eat/ carnitasgate-chipotle-not-serving-pork-at-one-thirdof-its-restaurants/. The rise of mass media in human history accompanied the rise of mass production and consumption. Has Started Doing On Its Own, Cracked, February 24, 2019, accessed June 13, 2019, http://www.cracked.com/ blog/5-creepy-things-a.i.-has-started-doing-its-own. 6. https://www.ketchum.com/reach-approach/. Researchers arent the only ones facing this challenge. Organization-public relationships flourish when you spend as much energy trying to understand your publics as you do trying to get your message out. Voices from the Field Tina McCorkindale TINA MCCORKINDALE, Ph.D., APR, is the President and CEO of the Institute for Public Relations, a nonprofit research foundation that creates, curates and promotes research and initiatives in the public relations industry. 14.2 Identify different types of employers for public relations jobs. At other times, the tools of advertising and marketing may be used as tools for public relations. 2019 Edelman Trust Barometer Global Report, Edelman, www.edelman.com/sites/g/files/aatuss191/ files/2019-03/2019_Edelman_Trust_Barometer_ Global_Report.pdf. 5.5 Compare costs and enefits of secondary and b primary research. Oxford Dictionaries define the adjective objective as not influenced by personal feelings or opinions in considering and representing facts.62 But journalists, or any other human beings for that matter, struggle with total removal of feelings and opinions in selecting, interpreting and reporting facts. Spambots and fake followers could inflate numbers for comments and followers. Communication also may follow the project to promote the improved service or to explain increases (or decreases) in electric bills that occur as a result. SUMMARY 9.1 List five key purposes of good writing in public relations. Fortunately, advances in digital camera technology have made do-ityourself photography more accessible. In 2017, social networking and instant messaging apps accounted for nearly 258 CHAPTER 10|SOCIAL MEDIA AND MOBILE 25percent of time spent on mobile apps, and seventy percent of adults indicated using mobile apps to log in to their social networks. Newsand misinformation, in particularnow travels at the speed of light. They worked together for 58 years from their marriage in 1922 until her death in 1980. Taking Action Excellence in the field of public relations is based on meaningful action. And what did you do to avoid it? BARKBOX MARKS ITS TERRITORY ACROSS OWNED, PAID, SHARED AND EARNED MEDIA VOICES FROM THE FIELD: ROSANNA M. FISKE Ethics: loyalty and diversity in communication and action CASE STUDY: DOING GOOD BY DOING WELL: KIMBERLY-CLARK'S EFFORTS TO PROMOTE DIVERSITY IN CASE YOU MISSED IT Summary Discussion questions CHAPTER 8: Evaluation Message testing Focus groups Readability tests Experiments Media monitoring services Metrics, analytics and data Tracking visitor behavior Segmenting referring sources Parsing big data Barcelona principles Principle 1: goal setting and measurement are fundamental Principle 2: measuring communication outcomes is recommended Principle 3: the effect on organizational performance should be measured Principle 4: measurement and evaluation require both qualitative and quantitative methods CASE STUDY: GILLETTE'S "WE BELIEVE"CAMPAIGN GAUGED BY MORE THAN JUST NUMBERS Principle 5: advertising value equivalencies are not the value of communications Principle 6: social media should be measured consistently with other media channels Principle 7: measurement and evaluation should be transparent, consistent and valid Measuring the right outcomes VOICES FROM THE FIELD: TINA MCCORKINDALE Ethics: independence IN CASE YOU MISSED IT Summary Discussion questionsSECTION III TACTICS CHAPTER 9: Writing Five reasons to write well in public relations Relationships Influence and persuasion Goals and objectives Reputation management Impression management Storytelling CASE STUDY: A VIRTUOUS (BI)CYCLE: HOW THE WORLD BICYCLE RELIEF ORGANIZATION TELLS STORIES WITH PURPOSE Features CASE STUDY: THE GOAT'S SURF RANCH: HOW A FEATURE STORY HELPED BUILD A WAVE OF INTEREST IN A NEW BUSINESS VENTURE News Writing for intermediaries Writing for news media Writing for social media Writing for search engines Business writing VOICES FROM THE FIELD: CORNELIUS FOOTE Ethics: expertise and writing for mutual understanding CASE STUDY: WORDS MATTER: A STRANGE CHOICE FOR AN AGENCY NAME IN CASE YOU MISSED IT Summary Discussion questions CHAPTER 10: Social Media and Mobile Mobile first Ubiquitous Social Personal Local CASE STUDY: BURGER KING USES MOBILE APP TO TROLL COMPETITORS Uses and gratifications of media Social and visual listening What is social listening? Videos (Interactive e-Book) Between two and four videos appear in every chapter of the e-book. On the very next day, Papa Johns stocks jumped 11 percent. 25. And they can get expensive. If his organization, brand or cause is mentioned in a news magazine with a circulation of 100,000, he would apply the multiplier of 8 and calculate the AVE as the rate it costs to advertise for 800,000 impressions. They also reported that religious obligation (measured with a numerical scale of agreement with the statement My religious beliefs encourage me to help other people) correlated with another item that measured definite consideration of blood donation.18 A positive correlation in this case means that people who reported stronger religious beliefs were more likely to consider donating blood. This list is not exhaustive, and within each category are countless types of public relations jobs. Recruiting volunteers means reaching out into the community and other organizations to find and initiate relationships with people who are likely to help your organization by volunteering time and effort. About Enforcement, Public Relations Society of America, accessed May 20, 2019, https://www.prsa .org/ethics/malpractice-unethical-improper-behavior/. Conduct Public Relations as if the Whole Company Depends on It Page saw public relations as a management function, but he also realized that top managers were not the only ones responsible for public relations. Sometimes, we get so caught up in the visuals that we forget about ensuring our measures are valid and purposeful. Global technology CEOs and French leaders met in Paris for the Tech for Good Summit in 2018. 25. It could b anything.). 8.3 Discuss how digital technology has expanded our ability to track and analyze data in evaluating public relations programs. They are all exposed to the message if they even glance at the bulletin board, but how many of them actually pay attention? If youre not sure, start broad. Omnicom serves 5,000 clients in more than 100 countries.8 The vastness of this network entails not just public relations, but advertising, marketing, lobbying and emerging digital and social media services as well. Issues management scholars have outlined several stages in the issue life cycle: Monitor social media to uncover issues sooner and give you more options for dealing with a situation. Engagement. Building Relationships and Community 277 @GoogleDocs replies to tweets about customer issues and new ideas with personalized, detailed and timely responses. Owned media include newer and emerging channels for communication as well. See also Cost Primary public, 131 Primary research, 138 Princeton University, 43 Principled public relations, 715 action in, 9, 178 company character expression in, 15 good-humored attitude in, 1214 listening in, 10 managing for tomorrow in, 1011 truthfulness in, 79 whole company approach in, 11 Print media advertising, 63, 169 Prioritization (proactive issues management step), 329f, 330 Pritchard, Marc, 60, 215 Privacy, 81, 28385, 33941 defined, 290 legal issues, 31013 Privacy-Focused Vision for Social Networking, A (Zuckerberg), 341 PRNews, 92, 108, 200, 215 PRNewswire, 94, 97, 250 Proactive issues management, 32833, 329t Proactive management style, 1011, 16 Problem recognition, 129, 130 Problem statements, 120 Pro bono work, 165 Procter & Gamble (P&G), 41, 60, 215 Product (in marketing mix), 66, 71 Professional associations, 2425 Professional convergence, 6162 Profit, 4849 ProfNet, 96p, 97 Programmatic media buying, 16970 Projects, 38081 Promising personal branding, 377 Promotion, 48, 6870, 73 Propaganda, 48 Proponents (publics as), 131 Proselytizing (hierarchy-of-effects model step), 15354 PRovoke18 Global Public Relations Summit, 356 Proximity (of news), 93, 94t PRSA. WHS-55511. Similar to agencies, pay at nonprofits can start lowbelow $30,000 for entry-level jobs, but salaries for communications directors at U.S. nonprofits range from the $30,000s to $125,000 with a median of $60,000, according to one report of 2018 data.15 Nongovernment organizations (NGOs) are one type of nonprofit.
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