Planners have several options for timeline formats. Then Google tracks those same users later to see which exact words they use when doing searches. 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. Well reach the finish line (of the chapter and the whole book) with a cautionary tale of someone who pushed the limits of her personal influence in advancement of her career, and well close with ethical considerations for climbing the career ladder. What were the risks? . As reported in a news release announcing that Kimberly-Clark had won a Catalyst Award, the results were impressive: The number of women who held director-level or higher leadership positions globally increased by 71 percent. t echnology has expanded our ability to track and analyze data in evaluating public relations programs. But, as any businessperson knows, financial success depends on relationships with a number of different publics in addition to customers. 63. Our agency is multicultural and includes people of different races, ethnicities, views and mindsets. Would you categorize this as an apology? Prove it with action. Social media followers Social media users who receive crisis information from social media creators. Wait, what? This means were consuming more digital content, too. Morgue Storage space for archived files of old stories, notes and media materials kept by news organizations. Tactical decision-making Daily management and communication tactics implemented without consideration of the strategic objectives, goals and mission of the organization. Because more than 10,000 donors were part of the study and participants were assigned to groups randomly, any difference between groups could reasonably be attributed to the different invitations and incentives. Intellectual Property 299 that included virtually the entirety of the Fox programming that TVEyes users want to see and hear and therefore both extensive and inclusive of all that is important to the copyrighted work. 4. Libel Written or otherwise recorded false communication that injures someones reputation. 20. Theres a good chance that all three sources came into play. And if so, do you think that information could be owned by anyone besides you? These include recruitment, legitimacy, agitation and advocacy, in addition to profit. ; 79 Courtesy of Bill Imada; 81 Courtesy of Tom Kelleher; 86 Constantin Iosif/Shutterstock; 88 Felipe Dvalos/Mexicolore; 89 Courtesy of Tom Kelleher; 95 Charles Trainor Jr./Miami Herald/Tribune News Service via Getty Images; 96 ProfNet; 98 Photo by Emanuele Cremaschi/Getty Images; 104 AP Photo/Richard Drew; 105 Carsten Koall/Stringer/Getty Images; 107 AP Photo/Kiichiro Sato; AP Photo/Charlie Neibergall; 108 Surfrider Foundation; 109 Photo courtesy of Boston Children's Hospital. 1. 20. In a gig economy, contract workers really are their own CEOs. The dialogue of the satirical TV series Portlandia presents the polar opposite of Henry Fords example in modern-era markets: Waitress: If you have any questions about the menu, please let me know. Following the BP oil spill, web users competed to design the best mock logo for the company. Public relations professionals often have the responsibility of deciding what is and isnt allowed on their organizations social media pages. Attitudinal Having to do with affect, emotion, favor or disfavor toward an organization, brand, product, service, idea or any other attitude object. In the upper-right corner of the web page theres a small link to Products. If I click on that, Im taken to https:// energydrink-us.redbull.com/, and that page includes information on the actual drinks. Many public relations firms also have developed extensive codes of ethics and operating standards for staff members. Understands varying needs and priorities of individual constituent groups (e.g., investors, governmental agencies, unions, consumers). And, more and more clients expect agencies to do PR, marketing and advertising. Aside from cost, what are some advantages and disadvantages of doing primary research yourself versus using secondary research? Consider how you will reach people on mobile and social media but also how they will reach back to your organization and how they will share content with one another. APR Study Guide for the Examination for Accreditation in Public Relations, Universal Accreditation Board, 2017, accessed June 13, 2019, http://www.praccreditation .org/resources/documents/apr-study-guide.pdf. Storytelling. Successful and ethical public relations requires an understanding that not everyone shares your background and culture. The very act of airing his case and concerns for open discussion honored the early spirit of social media while also reinforcing Defrens commitment to ethical practicein the sense of the word practice that means that we are all always working to improve in this area. If, instead, they determine that equipment failure was to blame, this could be seen as an accident. Both processes entail reaching agreement with clients or management on the value of your work and having them invest valuable resources in getting the work done. Yes, real surfersnot the kind who browse websites but the people who ride freshwater waves in Lake M ichigan. If the organization has global reach, then it must employ community managers who are fluent in various languages, too. Commerce-Driven Relationships 101 Its easy to be someones friend when times are good, writes evolutionary psychologist David Buss in discussing how humans have evolved to work in groups. Budgets 171 Ethics: Beware of Zombies; Enhance the Profession When public relations strategy includes a social media platform like Instagram, a common element of SMART objectives relates to the number of followers or likes or comments the account receives. They are the implementation of good strategy. One of the most common client requests is Help us raise awareness. Awareness may be part of the desired results, but more often than not awareness is only an intermediate step in a larger process to reach some other goal. According to some courts, yes, social media accounts can be considered trade secrets when those accounts contain client lists or valuable information about customers. The false statement has to be factual. 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. NOTES 415 46. http://www.reuters.com/article/us-oil-spill-bp-apologyidUSTRE6515NQ20100602. If these sources get wind of the story before your company is ready to release it (a common occurrence for organizations that try to keep a crisis secret for too long), your organization will be behind the eight ball. But it also raises the stakes for the organization we entrust. No, this isnt a reference to Worldwide Pillowfight Day flash mobs organized annually for fun and entertainment in dozens of cities around the world. When you share someone elses intellectual property without permission or proper attribution, you run the risk of legal trouble. Whats the strategy? When an ad serves an institutional goal beyond sales and marketing, it is acting as a tool for public relations. If you follow @APStylebook on Twitter, you will notice that the social media team indeed has its own style that lends itself to sharing. Source: Mobile Technology and its Social Impact Survey 2018. 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. 2. If youve got a good mind for business and finance, you can put your communication skills to work in financial public relations. Ford specializes in corporate reputation management, senior executive communications, media strategy, and issues and crisis management. Laura Pappano, The iGen Shift: Colleges Are Changing to Reach the Next Generation, The New York Times, August 2, 2018, accessed May 20, 2019, https://www. Unconferences Meetings or conferences organized by their participants for active peer-to-peer exchange of ideas and information. In global public relations, reaching across cultural and geographical boundaries to get to know one another better takes extra work, but it is a must. What hashtags or keywords could you monitor to stay up to date with the public relations industry? I love my Company, its employees, franchisees and customers.6 On the website, he made very public his criticisms of the companys leadership and included direct challenges to Ritchie, who also faced criticism for poor leadership and creating a toxic work environment.7 The real fiasco, it turned out, likely resulted as much from a culture of inappropriate leadership as it did from the actions of any one individual. One way to harness influence in social media is to work long and hard to build a large and lasting base of friends and followers. Selling fast. As professional communicators, public relations professionals often write, edit and present annual reports and other financial documents (see Chapter 9). Jay Baer, Why Social Media Customer Service Is the New Marketing, Convince and Convert, www .convinceandconvert.com/podcasts/episodes/ why-social-media-customer-service-is-the-new- marketing/. An NOAA backgrounder told the story, starting with this lead: October 1970. 28. https://myaccount.google.com/privacycheckup/. RELATED UNIVER SAL ACC REDITATION BOARD COMPETENCY AREAS 1.7 DIVERSIT Y 2.2 ETHIC AL BEHAVIOR 6.1 REL ATIONSHIP BUILDING 6.3 INTERNAL STAKEHOLDERS 6.4 MEDIA REL ATIONS C ongratulations! Scott M. Cutlip, The Unseen Power: Public Relations, a History (Hillsdale, NJ: Lawrence Erlbaum Associates, 1994), 53. http://emilms.fema.gov/IS29/PIOsummary.htm. Direct Observation Of course, what people say is not always consistent with what they do. Do you have more or fewer media devices now than you did two years ago? 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. Designs and deploys a strategic public relations response. 29. Like many universities, Oregons mission statement focuses on what it does teaching, research and service: The University of Oregon is a comprehensive public research university committed to exceptional teaching, discovery, and service. The following consequences are more likely: 1. The growth of digital media hasnt changed this; rather, it has placed an accent on them. To effectively listen in public relations, participate in and monitor online communities, in addition to using traditional research. 11. Benchmarking research Timelines 161 defines your starting points for accomplishing goals and objectives. Human interest A personal or emotional storytelling angle that focuses on the human condition. People still go to news websites without knowing exactly what the editors will deliver. 6. These include Papa Johns, Crock Pot, IHOP, Medtronic, Bark Box, Gillette, World Bicycle Relief, Kelly Slater Wave Company, Burger King, Disney/Make-A-Wish, Tesla, Facebook, Vicks and MasterCard. Patterson lost her case in a lower court but appealed. The campaign also included short movies illustrating the research and development of dashboard crash padding, safety door latches and more safely designed steering wheels. Hanson acknowledges that analysis and reporting always have been essential in public relations, but the availability of ridiculously large amounts of data elevates the importance of being able to convert raw data into useful knowledge. Nowas youre thinking about legal issuesmay be a good time to review the terms of service for your Instagram, Facebook, and Snapchat accounts. 5. In Googles algorithms, votes cast by pages that are themselves important weigh more heavily and help to make other pages important.17 In the same way that news operations draw a line between paid advertising and editorial content (sometimes referred to in publishing lingo as the separation of church and state), search engines take care to separate paid and unpaid results to protect the relevance of their search results and the credibility of their service. The evaluation of mobile tactics requires examining how well the tactics achieve objectives and goals as part of strategies to advance the organizations mission and its relationships with key publics. 20. https://twitter.com/DaavidTheRapper/ status/1018977376175210497. Sami Main, Why BarkBox Uses Comedians Instead of Marketers to Create Engaging Content, Adweek, December 4, 2017, a ccessed June 13, 2019, https://www .adweek.com/tv-video/why-barkbox-uses-comediansinstead-of-marketers-to-create-engaging-content/2/. See Situational crisis communication theory Schnatter, John, 4, 5p Search advertising, 65 Search engine optimization (SEO), 46, 19091, 246, 248 Search engines, writing for, 24648 @SearchLiaison, 248 SEC. If your budget for promotions is small, you may rely more on social media and word of mouth. Proselytizing is a key part of strategic campaigns going viral. Take almost any bulletin board in any college hallway, classroom or lecture hall. What is the return on that investment? Country ComparisonIndia, Hofstede Insights, www .hofstede-insights.com/country-comparison/india/. Measurable: WOM programs are well-defined, monitored and eval- uated in gauging success. 8. Organization A group of people organized in pursuit of a mission, including businesses, nonprofits, NGOs, clubs, churches, unions, schools, teams and government agencies. . 11. Customer relationship management (CRM) Process of tracking and forecasting customers interactions with an organization, often leveraging data for sales support. While this does not Privacy 313 necessarily represent a change in core legal tenets, new applications of the law may not be obvious to seasoned practitioners. Accredited in public relations (APR) Credential awarded by PRSA and other UAB affiliates to those who have demonstrated competency in the knowledge, skills and abilities required to practice public relations effectively. The state interest in compensating injury to the reputaclaiming libel is tion of private individuals is therefore greater than for public officials and much higher than public figures. Or, as Voxs Kaitlyn Tiffany asked, What does any of this have to do with actually buying Timberlands shoes?5 To better understand and evaluate public relations tactics like Timberlands pop-ups, we have to understand how and why they were planned in the first place. Case Study Millions Share Their Mickey Mouse Ears forCharity Disney-related wishes are the number one most requested wishes by MakeA-Wish Foundation children.64 Since 1980, Disney and the Make-A-Wish Foundation together have granted more than 130,000 wishes for children with critical illnesses.65 And in 2016, Disney Parks invited its fans to join this spirit of giving with a simple social media call to action: #ShareYourEars. As with the public relations industry in general, new media monitoring technologies and startups constantly emerge, services converge, and companies merge. Influencer and Advocate Engagement The word influencer has earned a bad rap recently. 7. https://www.prnewswire.com/news-releases/ moulding-and-trim-in-the-united-states-2018-growthin-building-construction-spending-to-drive-demandgains-300712850.html, accessed May 21, 2019. How about senior public relations professionalswhat legal pitfalls should theywatch out for? Realizing that their message may have been liked but was too often misunderstood, the USDA settled on a plate graphic to illustrate the importance of a balanced diet. But Google recommended they keep calm and focus on content rather than trying to game the system. But what happens when a brand challenges traditional norms? Business to business (B2B) The relationship between a business and other businesses. Most strategic public relations efforts involve not just mere awareness, but some level of understanding of the issue, and, beyond that, behavior. Rather than focusing on how many CDs to burn and how to get the right number of those disks to the right stores where they will sell and to the right DJs who might play them on the radio, modern music marketers pay closer attention to online downMarketing mix loads, playlist apps and subscription streaming services. Michael M. Grynbaum, New Yorks Ban on Big Sodas Is Rejected by Final Court, The New York Times, June 26, 2014, accessed May 21, 2019, http://www.nytimes .com/2014/06/27/nyregion/city-loses-final-appeal-onlimiting-sales-of-large-sodas.html?_r=0. Associated Press (AP) style Rules of writing ( including grammar, capitalization and punctuation) published by the Associated Press news agency. 150 CHAPTER 6|PL ANNING There are times when a client or organization knows they need help with public relations, but they have a hard time specifying exactly what it is that they want you to do. Make a Decision and Justify It Professionalism in public relations means being willing and able to put in the time and effort required to build relationships. Matt Krantz, How Chipotle Is Eating McDonalds Lunch, USA Today, January 22, 2015. By the end of the first decade of the millennium, billions of video streams were being watched by hundreds of millions of unique users each month, and the largest video service by far was YouTube. 402 NOTES 15. ISSUES AND CRISES Managing Conflict CASE STUDY: IS THE CUSTOMER ALWAYS RIGHT? Sometimes the communication must precede action, as when an electric company consults with communities via town hall meetings prior to installing new power lines. related to privacy in public relations. Formative research Research conducted at the beginning of the planning process, or during the implementation of a plan. ISBN-10 : 0190925116. Goals Statements that indicate a desired result for public relations efforts. In two separate profile pieces, she reinforced performance numbers including more than 75 interviews, panels and conferences with a total audience of more than 4,000 people. Safeguarding confidences and protecting privacy are key ethical values that public relations professionals and their organizations must honor, if they are going to maintain public trust. Students should take not only research methods, but go outside communication departments to take research and statistics classes in other areas, such as business, sociology and psychology. deeper cultural significance. Major specialty areas of public relations are health, sports and entertainment, political and public affairs, financial and entrepreneurial, consumer and international. Events Some programs are planned around a single major event such as an election or a grand opening. Parents of small children also would be primary publics, but you might decide to label parents of older teenagers and teachers who might encourage participation as secondary publics. In addition, the interactive e-book includes videos associated with examples and case studies as well as a number of multiple self-assessment questions tied to the learning outcomes. 3. As defined in Chapter 5, the term refers to any analysis used to describe, predict and improve how organizations communicate with publics online. The bar will be set even higher after graduation. 4. Bipartisanship and existing laws may pose roadblocks that hinder your ability to effect change, too. KEY TERMS Ethics 16 Accredited business communicator Feedback 10 (ABC) 24 Accredited in public relations (APR) 24 Flaming 14 General public 2 Authenticity 7 Integrated communication 15 Conversational voice 14 Listening 10 Crowdsource 6 Management function 11 Deontological ethics 21 Nongovernmental organization (NGO) 2 Distributed public relations 15 Organization 2 Dominant coalition 17 26 CHAPTER 1|PRINCIPLED PUBLIC REL ATIONS Proactive 10 Public relations 3 Publics 2 Reactive 10 Social media influencer 7 Spin 7 Transparency 8 Two-way communication 10 C HAP TE R 2 Public Relations Models Through the Ages Promoting burgers on the menu of a restaurant chain famous for its pancakes is a tall order. As a consumer you dont get to choose your electric company or water treatment facility the way you choose your brand of light bulb or kitchen water filter. Choosing Channels 181 Controlled media Channels of communication that allow public relations practitioners to write, edit, produce and distribute messages as they see fit. Why? Another example is campus crime safety campaigns. Do you think the Kelly Slater and Chiquita Evans stories still meet these criteria now that some time has passed? Research has found that social mediabased brand communities have positive effects on the members of these communities, making them feel united and even enhancing brand loyalty.52 Community management and influencer and brand advocate engagement are two ways public relations professionals can use social media to build relationships with individuals and connect with niche groups. . If, however, you learn that only 5 percent of children currently wash hands before eating, then that would be your benchmark, and a goal of 50 percent (a 10-fold increase) might be more realistic. Whether or not you shop at the store depends on your beliefs and attitudes about the store, and in your mind that clear idea of how you feel is based on countless factors. Content curation The process of gathering and sharing content from reputable sources or users. 3 (2010): 241264. As legitimate world entities in their own right, global internet companies influence status conferral Organic search results and legitimization like no media before them. Golden rule Ethic of reciprocitytreat others as you would like to be treated yourself. Many analysts see this shift instrategy as a major factor in Barack Obamas two subsequent election victories in 2008 and 2012. They opted instead to remain calm, patient and good-humored. Two-Way Symmetrical Communication Asymmetrical model Model of public relations in which communication is two-way but unbalanced, with the organization using research/feedback in an effort to persuade publics to change attitudes or behaviors. Think about your personal relationships with friends and family. 14.3 Assess how different areas of specialization in public relations match your interests. And thats why news releases, backgrounders and fact sheets written primarily for journalists and editors are still key public relations tactics, even as their channels for delivery have moved online. End-user license agreements (EULA) Legal agreement between a software provider and the person using the software. Unless you deliberately disable geolocation functions in your mobile apps, many apps you use will track your location and apply that to your communication preferences. If you look at a printed newspaper or magazine, youll see that each page has space for a certain number of columns across and a certain number of inches in length up and down. Creative Commons offers free legal tools at http://creativecommons. talented friend to design it. 22. Before you sue the first person who writes something mean and nasty about you or about someone else in your organization, however, keep in mind that courts are rather strict on what counts as defamation.11 1. Women smokers and their escorts will stroll from Forty-Eighth Street to Fifty-Fourth Street on Fifth Avenue between Eleven-Thirty and One OClock.24 It worked. 52. https://www.wd40.com/faqs. I will NEVER use or buy another Gillette product ever again. As a matter of law, organizations collecting data from citizens in the EU must have either a legitimate legal reason or they must obtain user consent. 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. 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. Some organizations have exercised great creativity in naming these roles. What role does writing play in social media success? This map is only visible to you. ), Doing Ethics in Media: Theories and Practical Applications (New York: Taylor & Francis, 2011), 151. Do their answers align more with dramatic high-profile actions of people like John Schnatter or more with the textbook definitions discussed in this chapter? Before pitching to reporters, read their news stories, watch their programs and follow their 114 CHAPTER 4|REL ATIONSHIP MANAGEMENT social media accounts to better understand their style and the type of news they cover. As a global business, public relations can help achieve consistency in messaging that is authentic and credible. While writing tactics like these appear to be one-way communication, two-way communication is the essence of their larger context. The FTC regulates all types of consumer products and services, including the promotion of these products and services. Even if your blog has great content, youll still need to drive people to it via other channels. In addition, conflicts may surface when a practitioners own values and beliefs are incongruent with the culture of an organization. To tap into this pride, Coca-Cola created a special can with common Hispanic last names, like Prez and Reyes, that would create a cultural connection beyond language.19 But even genuine attempts can draw ire if consumers feel like public relations pawns. Hell be very active there, as a speaker and organizer. Quite often, Ill get requests in my PR consulting business from clients who want my help to launch their social media efforts. You may be communicating on a different platform, but youre still trying to share information, manage a reputation, advocate and build relationships, just as people have been doing over the ages. Outputs can be completed without necessarily leading to meaningful results (i.e., outcomes). 29. . Christopher Ratcliff, A Look Inside GoPros Dazzling YouTube Strategy, Econsultancy, accessed June 13, 2019, https://econsultancy.com/blog/64370-a-lookinside-gopro-s-dazzling-youtube-strategy. 3. Acknowledging the drivers disability, she described him as a hard worker and successful university student with a good sense of humor. How do you make the business case for diversity? Social media influencer Social media user who has earned credibility with specific publics and who can be instrumental in strategic communication programs because of his or her reach and engagement. Global interconnectedness is influencing public relations, and vice versa. You do, concluded Fortunes Matthew Ingram. But Bakers career went well beyond the public information model. In the months afterward, the familys only shelter was the floor of the second story. ENGAGING YOUR COMMUNITY If youve ever received a response from a brand on social media, youve engaged with a community manager. The typical entry-level education required? 392 VOICES FROM THE FIELD: KRISLYN HASHIMOTO 393 Ethics: competition, loyalty and job changes 394 IN CASE YOU MISSED IT 396 Summary 396 Discussion questions 397 Preface Writing the first edition of Public Relations and then developing the second edition to keep up with the times has kept me mindful of the pace of change in public relations. Edition Statement 2nd edition; ISBN10 0190925094; ISBN13 9780190925093; Bestsellers rank 1,649,737; Categories: . The purpose of formative evaluation is to monitor program efforts to enable corrections based on feedback; it may be used at any time in a campaign and may be built into a timeline as a periodic or ongoing effort. Brand journalism and content marketingare they anything new? Thats why we continue to think of outside-the-Chewy-box ways to delight, surprise, and thank our loyal pet lovers.7 To the mission statement of the American Humane Society summarized in four words that pack a punch: Celebrating Animals, Confronting Cruelty.8 Many organizations also develop vision statements, which describe a desired end-state resulting from an organizations work. In Volkswagens case, all they could do at this point was react to a series of painful consequences as they unfolded for years: We have totally screwed up, announced Volkswagen Group of Americas chief executive Michael Horn in September 2015. You dont pay for the space for a newspaper story that runs as the result of a news release or an interview with your CEO that airs on national TV. However, the biggest act of sharing may be the way GoPro shares its platform by letting users provide some of the content and dominate the discussions. The Pittsburgh Steelers were putting a lot of faith in their new rookie quarterback, Terry Bradshaw. 11. The same goes for writing. Understanding digital media requires an . Benchmarking Process of setting a point for comparison with eventual program results in order to observe change over time. But the pay was low. Reaching and teaching each public will require different tactics. Many stores and their shoppers now demand organic and locally grown foods, which means the logistics of packing and shipping interact with the appeal of the product itself. Though tailoring communications to meet cultural expectations can be effective, successful public relations campaigns sometimes purposely challenge the status quo. 178 Recall from Chapter 1 that Arthur Page said principled management of public relations means you have to prove it with action. The American Red Cross doesnt just send thoughts and prayers when disaster strikes.