Proselytizing When members of publics advocate or promote to others the goals and objectives of a communication strategy. This chapter introduces classic definitions of public relations as well as a modern description crowdsourced by the Public Relations Society of America (PRSA). Edward Bernays, Biography of an Idea: M emoirs of Public Relations Counsel Edward L. Bernays (New York: Simon and Schuster, 1965), 387. Flashcards. Although I wouldnt go so far as to say that St. Paul was a PR guy, at least one public relations historian identifies Paul as one of the most influential communicators in history. In the contemporary language of public relations, he played all its roles: writer-technician, liaison, manager and strategist, wrote Robert E. Brown of Salem State University with an admitted sense of anachronism in making the case.39 In addition to authoring much of the New Testament, St. Paul deftly segmented his publics (Jews and early Christians), tailored his rhetoric for his audiences, visited churches, and was effective enough in spreading his message to change the course of religion and world history. Instead, they have departments of public affairs, corporate communications, community relations and so on. Intellectual property is any product of the human mind that is protected by law from unauthorized use by others. 18. 8. PRSA Code of Ethics Preamble, Public Relations Society of America, accessed May 20, 2019, http://www .prsa.org/aboutprsa/ethics/codeenglish. Bolstering is reminding people of all the good things your organization has done in the past, while ingratiation is praising or thanking stakeholders to win their good favor. However, you dont have to work for an international company or a global agency to work in international public relations. Be careful of issuing apologies or applying ingratiation strategies on social media unless they are clearly sincere and authentic. Southern trees bear strange fruit, Blood on the leaves and blood at the root, Ethics: Expertise and Writing for Mutual Understanding 251 Black bodies swinging in the southern breeze, Strange fruit hanging from the poplar trees.34 These haunting lyrics from a 1937 poem by Abel Meeropol about racism and lynching in the U.S. South entered the American psyche on the voice of jazz legend Billie Holiday, who recorded the song Strange Fruit in 1939. THE ECONOMY Believe it or not, a course in macroeconomics or microeconomics can help you better understand and practice public relations, too. Whats the best way to get our message out to the general public? CONSTRAINT RECOGNITION What, if anything, can people do about the issue? Voices from the Field Q&As with Professionals and Scholars Each chapter includes a Q&A with a practitioner or scholar offering additional from-the-field perspectives and insights into the success stories and cases presented in the chapters. DISCUSSION QUESTIONS AND ACTIVITIES: Discussion questions and ac- tivities from the end of each chapter are available in the interoperable cartridge to be assigned to students by the instructor. To the extent that Ford changed its operations and vehicle design in the interest of its publics, the relationship was more symmetrical than if they had just kept their research and development closed to outside influence and feedback and used the campaign only to promote later sales. Example objectives in the UNICEF toolkit include the following. 9. Sarosh Waiz, 50 Best Advertising Slogans of Modern Brands, Advergize, December 20, 2018, accessed May 20, 2019, https://advergize.com/advertising/40-bestadvertising-slogans-modern-brands/. The entry level position at an agency has changed quite a bit since then. Examples of private facts include a persons health status, sexual orientation or financial situation. But what if a year later your organizationthe clientdecides to consider bids from other agencies? Public Relations, 1st Edition. Food items are also marketed to restaurants and not just end consumers. Puerto Rican trap artist Bad Bunny performed at Coachella 2019, an annual music and arts festival in California that attracts thousands. Ford specializes in corporate reputation management, senior executive communications, media strategy, and issues and crisis management. Reviews aren't verified, but Google checks for and removes fake content when it's identified. 12. http://www.nba.com/article/2019/03/06/warriorsdraft-first-woman-nba-2k-league 13. https://www.instagram.com/p/Bat1TuYgbvu/ 14. In a blog entry titled A Privacy-Focused Vision for Social Networking, Zuckerberg led with some bolstering: Over the last 15 years, Facebook and Instagram have helped people connect with friends, communities, and interests in the digital equivalent of a town square. He then outlined a vision for also providing more of a living room where privacy is more central and protected than it would be in a town square. Fortunately, media monitoring services have evolved with digital media and are among the most useful tools in digital public relations because of the way they support public relations professionals in the collection, analysis and reporting of media data for evaluation (Figure 8.3). Public Relations - Tom A. Kelleher 2017-01-04 Engagement. Whats public relations role in cultural convergence? Multipliers are formulas applied to circulation numbers for print media based on the assumption that more than one Students are being taught to avoid AVEs (advertising value equivalencies). Global interconnectedness is influencing public relations, and vice versa. 69. 45. https://www.facebook.com/Ethiopian A irlines/photo s/a.243847315699986/2223052747779423/; https:// twitter.com/flyethiopian/ status/1108687807726399488/photo/1. 11. Situation Analysis 125 External publics Groups of people that exist mostly outside of an organization and have a relationship with the organization. What, specifically, can you do in the next three to five years to make yourself competitive for that type of job? Control group A group of subjects or people in an experiment who do not receive or are not exposed to a treatment for the purpose of comparison. They also may continue to track those analytics, re-administer the surveys and interview people for the duration of the campaign or program, using the live feedback to make corrections to strategy. Why would public relations professionals be concerned with laws related to intellectual property? 79. Careful study of specific programs conducted by your team and systematic analysis of changes in awareness, web traffic and sales; analytics. In an open letter sent via email to customers and posted on the companys web page, Ritchie attempted to speak for the whole organization in managing Papa Johns relationships with its publics. 19. With digital Combination of product, price, media, the point of sale is most often online through sites like Amazon, place and promotion strategies in iTunes or eBay. 8.6 Analyze the relationship between independence as a core value of public relations and the ethical conduct of research, measurement and evaluation. PR/comms people dont often gravitate to science and math, but you will need some form of base knowledge to be able to understand scientific and clinical data. Likert-type items Questionnaire items that ask people to respond to statements with a range of defined response options such as the range from strongly disagree to strongly agree. Linear story arc Storytelling that follows a logical sequence or chronology. SWOT Analysis Description and discussion of an organizations internal strengths and weaknesses and its external opportunities and threats. Those really do help train you for the real world of public relations. One of the toughest jobs in public relations is being called on to help organizations navigate crises they created themselves. In 2012, Arvind Thiruvengadam, an assistant professor at West Virginia University, and a few of his colleagues won a grant from the International Council on Clean Transportation (ICCT) to test the environmental Managing Issues 325 friendliness and fuel efficiency of diesel cars. Well, the future is here, or almost here, depending on if you are reading this before 2022. The List Price is the suggested retail price of a new product as provided by a manufacturer, supplier, or seller. The impetus for a public relations effort is either a problem, an opportunity or some combination of the two. These kinds of outcomes can be harder to measure with certainty because they are based on speculation about what might have occurred had the issue not been managed properly. We have a vision, a plan, and the drive to get there. Is that the website's main purpose? Do they understand how to register for your service? There are few things more valuable for ones professional development than seizing opportunities to immerse oneself in a foreign business community and culture. MICROBLOGS AND SHORTER FORM Microblogging, according to Oxford Dictionaries, is simply a social media site to which a user makes short, frequent posts. Under that definition, you can count Instagram, Facebook, Twitter, Snapchat, and Chinas Weibo, which had reached nearly 500 million users by the end of 201826, as microblogging platforms. Listen to the customer. In partnership with research firm Future Workplace, human resources (HR) technology company Career Arc surveyed 616 HR professionals and 438 job seekers in 2017 and found that 91 percent of employers in the sample reported using social media in recruiting. 250 CHAPTER 9|WRITING Two- to three-page press releases. And while 6-second videos are highly effective,43 it turns out that length isnt the determining factor in whether we choose to watch a video or even how long we stay glued to the screen. Writing for News Media In the gatekeeping model of media relations, publics find stories based on what editors and producers decide is newsworthy. They alleged that U.S. Steel illegally dumped nearly 300pounds of highly toxic chromium into a small waterway adjacent to recreational beaches and surfing spots on Lake Michigan. Social and Visual Listening 265 Newsjacking The art and science of injecting your ideas into a breaking news story so you and your ideas get noticed, as defined by David Meerman Scott. The Digital and eTextbook ISBNs for Public Relations are 9780190925109, 0190925108 and the print ISBNs are 9780190925093, 0190925094. What types of owned, paid, shared and earned media have you observed them using? Digital Study Guide A robust Digital Study Guide available at www.oup.com/he/kelleher2e includes flashcards, videos and self-study quizzes. However, these are the people who steer the organization at the highest levels, and a public relations person who is well versed in rational, defensible, ethical decision-making will be in the best position to inform this group in handling public relations issues before they become crises. Except BACON! replied one Twitter user.8 Its international house of breakfast isnt it? asked another. Done Beyond legal obligations, what kinds of ethical dilemmas might you face right, ethical public relations elevates the as you change from one employer to another in public relations? How did they appear on your newsfeed? 4. https://www.theglobalist.com/ globalization-and-cultural-convergence/. The Latest YouTube Stats on When, Where, and What People Watch, Google, www.thinkwithgoogle.com/datacollections/youtube-stats-video-consumption-trends/. Ashley Sefferman, Most Brands Hear from Less than 1% of Their Customers, Apptentive, January 17, 2019, www.apptentive.com/blog/2019/01/17/most-brandshear-from-less-than-1-percent-customers/. If people havent detected an issue, they wont think about it much. Elizabeth Dougall, Issues Management, Institute for Public Relations, December 12, 2008, http://www .instituteforpr.org/issues-management/. At first reading, this tweet may sound harmless enough, and it certainly doesnt seem to present a clear and present danger like yelling Fire! in a crowded theater. 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. 2. Or the product can be a less tangible item like downloadable computer software or a service like a mobile voice, text and data plan. The PRSA code suggests that you should either not offer the information at all or make sure that you give the same information to everyone in order to promote fair competition and respect among professionals. Next came the social media outrage, word-of-mouth attention, and even some shade thrown by corporate competitors. Impacts are the broadest and furthestreaching results of public relations efforts. Patagonia, for example, engages in a range of what the company calls due diligence activities to ensure fair labor practices and environmental responsibility. But on June 4, 2018, IHOP, the International House of Pancakes, served this short note that hit the spot: For 60 pancakin years, weve been IHOP. Independent research from multiple sources indicates a far more positive response than what has been reported. 17. CHAPTER 4|REL ATIONSHIP MANAGEMENT Nonprofit Organizations The Nature Conservancys mission is to conserve the lands and waters on which all life depends. The American Heart Association exists to build healthier lives, free of cardiovascular diseases and stroke. People for the Ethical Treatment of Animals (PETA) concentrates on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: in the food industry, in the clothing trade, in laboratories, and in the entertainment industry. With mission statements like these, nonprofit organizations define themselves by a commitment to some sort of environmental or social benefit besides profit. Thus, the most fruitful donor relationships are longterm and based on mutual commitment to the organizations mission. then we celebrate!). . Validity refers to the accuracy of the technique: Are you measuring what you think youre measuring? Market skimming Marketing strategy that starts with higher prices for early adopters of unique products and services and then lowers prices later to sell to a broader base of consumers when competitors enter the market. Iappreciate their concern & prompt attention 2 the problem. The same values apply today when it comes to telling stories in results favor good direct news style. Nitasha Tiku, Why Your Inbox Is Crammed Full of Privacy Policies, Wired, May 24, 2018, accessed May 20, 2019, https://www.wired.com/story/how-a-newera-of-privacy-took-over-your-email-inbox/. An election is like a survey of voters, and fresh election results yield all sorts of new data to kick off planning for future campaigns. At this point, you may be thinking, what about free media? xviii PREFACE ACKNOWLEDGMENTS Thanks to God for blessing me with wonderful parents, family, teachers and friends. Alex Davies, EPA: VW Cheated on Emissions Tests for 10,000 More Cars, Wired, November 2, 2015, accessed June 18, 2019, http://www.wired.com/2015/11/ vw-epa-3-liter-audi-porsche-emissions/. But the mood darkens a bit when the CEO enters, takes a seat with the sun at her back and says she needs to trim some expenses. One of the most famous examples of crisis management in the history of public relations stemmed from a victim crisis that arose because of product tampering by someone from outside an organization. She has worked as an account director with Cinch PR & Branding Group in San Francisco and in the Education and Continued Learning 393 communications department at the Office of the Governor, State of Hawaii. The key to avoiding plagiarism is proper attribution. See Federal Communications Commission FDA. Page views and likes on Facebook, followers on Twitter, website traffic, email signups, RSS subscriptions, advertising impressions, Medium views and reads, and YouTube views. Her answer to the question of how we can make sense of it all can be gleaned from her book Measure What Matters. 8. . CHAPTER 4|REL ATIONSHIP MANAGEMENT Assurances: covertly and overtly communicating the importance of the relationship and a desire to continue with the relationship. As Clive Thompson of Wired put it, Transparency is a judo move. In its relationship with regulators and legislators, Coca-Cola advocates for choice and opposes discriminatory tax policies that single out certain beverages.47 The New York City Board of Health fought for years to impose the policy, but the New York State Court of Appeals ruled that the attempted big-soda ban exceeded the scope of the citys regulatory authority.48 Managing an organization requires managing relationships with all sorts of publics. Public Relations 2nd Edition by Tom Kelleher. Influences overall organizational changes in policy, procedures, staffing and structure, as appropriate. FACT SHEETS Fact sheets can accompany news releases or be presented on their own. The Barcelona Declaration of Research Principles, Institute for Public Relations, June 18, 2010, accessed June 13, 2019, https://instituteforpr.org/ the-barcelona-declaration-of-research-principles/. Its one of many emotions we can express. . Safeguarding confidences is a key provision in the PRSA Code of Ethics. Content curation, which is the process of gathering and sharing content from reputable sources or users, should complement an organizations original content creation. How many people retweeted your tweet? 14. It wasnt going to win me an award or go in my book. 43. 7. Why or why not? Or are Storytelling 229 you more interested in finding out what happened to Esawo? The internet has facilitated this on a global level with services like PR Newswires ProfNet or Vocuss HARO (Help a Reporter Out) that connect reporters with sources. You also decide where, when and how often the ad airs. 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. The keys to successful social media influence are reach and authenticity, and the key to authenticity is matching influencers to organizations and their causes. Then in the summer of 2010, when BPs Deepwater Horizon rig exploded, leading to one of the worst manmade environmental disasters in history, BP was just hammered on social media. Your employee for your food delivery app that you spent $300million to buy cant afford to buy food.26 Within a few hours of posting her letter on Medium, Jane was fired. He may also propose that editorial coverage in the magazine is worth twice as much as advertising because of third-party credibility. Credible: Marketing messages flow from businesses to customers and from customers to other customers and are honest and authentic. Professionals today have access to more scientific research and online data to help them understand publics and to gauge the success of public relations efforts. Others are regulations enforced by federal agencies. Please try again. We want to work for organizations that are managed well and are proactive in public relations, and of course we want them to stay solvent and avoid crises too. How can a soda company promote its main product while simultaneously working to be socially responsible? Prior to that, I interned in the PR department at Starwood Hawaii. Agencies range in size from two- to three-person shops to the biggest public relations firms in the world likeEdelman, Weber Shandwick, FleishmanHillard and Ketchum (Figure 14.1). How much does each party value the relationship relative to competing relationships? Flaming Hostile communication among internet users. 12.7 Assess competing values in ethical conflicts of interest in the context of public relations issues and crises. is used without permission. Minding these outcomes helps planners set goals, identify appropriate objectives and tactics, and be realistic about expected outcomes. Duty to the Media: The media in this case are mostly social media, Twit- ter users in particular. In addition to having a solid understanding of the skills, classes that are more theory-based that allow students to apply critical thinking (and higher cognitive) skills and to interpret the data to move to insights and impact would be extremely beneficial. 1.4 Apply systematic ethical decision-making for public relations. It is an editoriWhat kinds of permissions are indicated in this photo? BarkBox Marks Its Territory Across Owned, Paid, Shared and Earned Media BarkBox is a subscription service that delivers boxes of themed dog treats and toys to millions of dogs and their humans each month. Research should be conducted to understand publics from their perspectives. Principled Public Relations Management 9 Listening Deliberately paying attention to and processing what others are communicating. Public affairs and government relations benefit from good public relations with an organizations stakeholders. 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. 19. Reputation management Acting and communicatingoften in writingto influence an organizations reputation as part of a process that includes planning, analyzing feedback and evaluating. Customer relationship management (CRM) Process of tracking and forecasting customers interactions with an organization, often leveraging data for sales support. Social media influencers who have earned credibility in specific market segments and with specific publics can be instrumental in strategic communication programs. Ask a marketer what he thinks of public relations, and he will probably say he loves it as long as public relations people are not competing for control of his budget. (@Them), Are You One Of Us? IBM sponsors Wimbledon and uses the event as a showcase for products and services that it wants to market to other businesses. The provision is commonly read to mean keeping client information confidential, but the larger intent also applies to publics: To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information.69 Media ethicists Jay Black and Chris Roberts frame privacy issues as questions of competing values. Lets say you get your story placed in The Wall Street Journal, and it contains your key messages just how you want them. 31. A B Nabiscos parent company, Mondelez International, redesigned its animal cracker box in response to a request from PETA. The Religion Communicators Council (RCC), which was chartered in 1929 and promotes faith perspectives in public discourse, claims to be the oldest public relations professional organization in the United States.40 Current RCC members include public relations practitioners representing Bah, Christian, Hindu, Jewish and Muslim faiths. Provide an example of a case when an organization benefited from something going viral, and compare that to a case in which viral communication harmed an organization. Victim Crises When publics see the organization as a victim, they assign minimal responsibility for the crisis to the organization. Crowdsource, Oxford Dictionaries, accessed May 20, 2019, http://oxforddictionaries.com/us/definition/ american_english/crowdsource?q=crowdsourcing. Masculinity-femininity Cultural dimension d escribing the difference between cultures that value competition, achievement and material success and those that value care, collaboration and modesty. However, words, no matter how few or seemingly unimportant, can be the basis for a lawsuit. When Laskin interviewed investor relations managers, he found they overwhelmingly agreed that building relationships with investors and analysts is one of the most important things they do. Do you admire what she did? Tom Kelleher, Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication, Journal of Communication 59, no. In addition, although a national initiative, the stunt was also local and personal by enabling customers to order and locate the nearest Burger King restaurant all in one app. Search engine optimization (SEO) Process of improving the position of a specific website in the organic search results of search engines. Which of these signs gets the least legal protection and why? Openness: self-disclosure and directly discussing the nature of the rela- tionship including its problems, and willingness to listen.