Any enterprise with a significant number of users, employees or even computers processing data in Europe, regardless of where their headquarters are located, is required to comply with the regulations. 40. No. Brand journalism Application of journalistic skills to produce news content for an organization to communicate directly with its publics without going through a thirdparty news organization. Openness: self-disclosure and directly discussing the nature of the rela- tionship including its problems, and willingness to listen. Religious leaders and organizations remain adept at both traditional and emerging public relations tactics. . For large, multinational companies, having one entity manage, direct and fulfill their needs in regions around the world can be more efficient and effective. Farhad Manjoo, Public Protests NPR Link Policy, Wired, June 20, 2002, accessed June 18, 2019, http:// archive.wired.com/techbiz/media/news/2002/06/ 53355. What follows are discussions of five of the most important reasons. The headline also helps you distinguish your page from others with similar keywords but different purposes. Thus, new practitioners must decide what types of organizations they are willing to represent and what they will do for them. That said, those financial goals should not be confused with the greater social benefits the organizations exist to support. Krishnamurthy Sriramesh, Globalisation and Public Relations: An Overview Looking into the Future, PRism 6, no. 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. Attitude change is at the heart of persuasion. Its human nature. On September 21, 2015, Volkswagen Group of Americas chief executive Michael Horn had to use what should have been an occasion to celebratethe companys launch event for its 2016 Passatto issue an apology instead. One of the primary functions of government Legislative relations Management of relationships public affairs is the dissemination of information to constituents (i.e., between an organization and public information). Some of the most in-demand communicators in public relations are those who Figure 10.1 Young public relations professionals may be at an advanunderstand current and emerging communitage in experience with emerging media and technology, but thats only part of the recipe for career success. Tom Kelleher. 49. The narrative was so ridiculous it was almost funny, and so Carroll decided to tap into that sentiment with the YouTube music video United Breaks Guitars. The video featured a catchy tune and clever lyrics describing the whole experience, and it struck a chord with millions of frustrated passengers. Develops culturally and linguistically appropriate strategies and tactics. To IPGs credit, they continue to allow me to run the agency independently. 352 CHAPTER 13|GLOBAL Low-Context Versus High-Context Communication In his classic book Beyond Culture, anthropologist Edward Hall distinguished between low-context communication, in which most of the meaning of a message is stated explicitly in the message and words and requires little understanding of context, and high-context communication, in which most of the meaning of a message is based on context or something internal to the communicators rather than being directly stated in the message.10 Restaurant menus, brochures, web pages and even course syllabi include very detailed descriptions and instructions and are tools of low-context communication, while tweeting and text messaging, which may be limited to very few words and characters, illustrate well the concept of high-context communication. As you know if you have ever started a social media account, the first batch of friends and followers comes relatively easily. 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. Transparency. Its a virtuous cycle if you can maintain it. Items. Common contents include news releases, fact sheets, backgrounders, position papers, photos, graphics and so on. SMCC also outlines another process for the spread of information in which the organization itself acts as a social media creator, as when companies set up new Twitter accounts for crisis-specific updates and inquiries. Kelleher, Tom (Tom A.) Humor or satire 6. Informal research can be designed and conducted for practically free. This was the case with Ethiopian Airlines after a deadly crash of a Boeing aircraft. And, getting started means doing research to first identify the problem or opportunity and then to understand it well enough to create a narrative. Interviews, focus groups and direct observation help public relations researchers understand the behavior of various publics. Theyll watch it, theyll share it and your video will end up in more places.13 To be sure, it doesnt hurt that the nature of GoPros product line lends itself perfectly to a social media site that is built on the concept of amazing videos. Public Relations - Tom Kelleher - Oxford University Press We spent the first few days on defense, doing press briefings a few times each day to let parents know when the buses would be running, or if theyd even be running at all. Books are selling fast. Kaiser Health News, a national health policy news service that is part of the nonpartisan Henry J. Kaiser Family Foundation, invites other organizations to republish their content for free. The issue was emerging. The FDA regulates food- and healthrelated industries. A Broader Social History of Public Relations 41 Effective public relations was around long before the rise of 20th-century business in America. Probably not, and wanting to keep something a secret indicates a lack of transparency. 5.5 Leadership skills: Influences others to achieve desired goals. Strategy is the underlying logic that holds a plan together and offers a compelling rationale for why we expect a plan to work. Name another DTC company that you are familiar with. Catalyst is a nonprofit organization dedicated to advancing business leadership opportunities for women. See Conflict and controversy Convenience, 73, 98 Convergence, 5663, 79 cultural, 5859, 80, 359 divergence and, 6263 economic, 5961, 8182, 81p, 359 professional, 6162 technological (digital), 5658, 8182, 81p, 29596 Converging Media (Pavlik and McIntosh), 9 Conversational voice, 14 Conversion funnel, 155 Conversion rate, 208 Convince & Convert, 277 Cook, Tim, 285 Cookies, 207 Copyright, 272, 289 defined, 296 fair use and, 298301 linking and, 303 symbol of, 296 Copyright infringement, 29798 Copyright Office, U.S., 298 Corden, James, 360, 361p Cornell-Liberty Safety Car, 39p Cornell University, 39 Cornell University Law School Legal Information Institute, 310 Corporate advertising, 186 Corporate social responsibility (CSR), 87, 33132, 383 case study, 11114 defined, 111 Corporations, 38283, 384p Cost. Another option is pre-roll advertising, which is a commercial ad displayed for a few seconds as online video before the desired video is shown. Securities and Exchange Commission (SEC) U.S. federal agency responsible for regulating financial activities and investing. So if you search for yogurt, youll find yogurt ads and links prominently displayed at the top of your results. 244 CHAPTER 9|WRITING 7. CASE STUDY Burger Kings Whopper Detour stunt led to more than a million downloads of its BK App. You can make creative and strategic decisions about how the message is produced (or at least you contract the people who do). 10. Pressure on Nabisco Helped Free Them, Washington Post, August 21, 2018, accessed May 21, 2019, https://www.washingtonpost.com/news/food/ wp/2018/08/21/animal-crackers-have-been-cagedfor-116-years-pressure-on-nabisco-helped-free-them/. 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. 8. https://corporate.mcdonalds.com/corpmcd/about-us/ our-values.html. In fact, CSR may help with profitability, as is evident in research s uggesting a link between charitable giving and corporate revenues.46 EMPLOYEES Positive relationships with employees are an important part of the equation linking social responsibility with profitability. As Wall Street Journals Elizabeth Holmes put it, A picture may be worth a thousand words, but on social media you need a caption.31 Part of the beauty of mobile photo-sharing apps like Engagement Measure of how (likes, shares, comments, etc.) Barcelona Principles By 2010, public relations had matured into a field that was global, digital and relationship-focused. 8. Identify key values. Situation Analysis 125 External publics Groups of people that exist mostly outside of an organization and have a relationship with the organization. Reviews aren't verified, but Google checks for and removes fake content when it's identified. original information and good storytelling. Should you have a question or problem, please contact our Customer Service Department. Is the organization effective in its one-to-one communications? Participant observation Research method in which the researcher deliberately interacts with the environment and those being observed. Diversity initiatives that are implemented as part of an organizations mission and loyalty to both internal and external publics are more than window dressing. In an information systems crash, were the data backed up in a timely manner? 5. In some of the best J-schools, journalism students are slapped with 50-percent-off grade penalties for fact errors and harsh point reductions for AP style errors. Salary Survey, prnewsonline.com, 2018 edition, accessed May 21, 2019, http://www.prnewsonline.com/ wp-content/uploads/2018/03/pr-news-salarysurvey-2018.pdf. Answering these questions can help us begin to understand how our environments influence public relations. 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. 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. When you use your mobile device to shop for plane tickets, download an audiobook or put in a coffee order for pickup, theres a good chance that the app you use will give you options based on your prior purchases and browsing history. Social media followers Social media users who receive crisis information from social media creators. In what contexts might emojis and less formal writing be appropriate or inappropriate? The words Im sorry are muttered, but the relationship between the two kids doesnt improve. Media ethicist Patrick Lee Plaisance argues that transparency is ethical not because of its strategic outcomes (e.g., reputation for doing the right thing), but because it is essential to human dignity.60 He cites philosopher Immanuel Kant in building a case that the best reason to be transparent is respect for other people. The FDA requires that product claim advertisements include the following:29 The name of the drug (brand and generic) At least one FDA-approved use for the drug The most significant risks of the drug The pharmaceutical industry is regulated quite a bit more these days than it used to be. What differences have volunteers observed between one-time donors and donors who give blood repeatedly? LATENT, AWARE, ACTIVE According to Kurt Lewin, a pioneer in social and organizational psychology, There is nothing so practical as a good theory.14 A good example of practical theory in public relations is James Grunigs situational theory of publics. Its formulaic. Technological convergence is real. 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. with posts from professional media in Snapchats Discover section.12 Is this owned, paid, shared or earned media? Now its time to be a little bit selfish and think about how you represent yourself when it comes to your public relations career. Code of Ethics, PRSA, www.prsa.org/AboutPRSA/ Ethics/CodeEnglish 33. 8. http://www.omnicomgroup.com/home. Constraint recognition When people detect a problem or situation in their environment but perceive obstacles that limit their behavior to do anything about it. At the highest levels of organizational management, however, relationships with all of an organizations stakeholders must be managed simultaneously and in balance. The main rationale for the creation of these stories was to tell our non Puerto Rico employees what was happening there, 110 CHAPTER 4|RELATIONSHIP MANAGEMENT the status of our operations and what our colleagues needed. A photo on your Snapchat story? Delayed lead A style of beginning a story in a way that entices readers to continue reading without summarizing the storys main points. Understanding cultural dimensions such as power distance, individualism-collectivism, uncertainty avoidance, masculinity-femininity and long-term orientation is an important part of cultural intelligence that involves cognitive skill in designing public relations strategy. A goal for a certain percentage of children to wash hands in school in October may be preceded by an objective to guarantee donations of soap to the schools by the start of the school year. to improve, adapt and expand professional practices.18 Public relations professionals are some of the busiest people in business, but mere busyness is a waste of time without planning. How might such transparency help the company in issues management? As writing god William Zinsser wrote, one of the best approaches to writing is to just tell a story. These cultural movements are just a few indicators of both the changing demographics in the United States and a shift in whats considered mainstream. 52. In this sense, workyoull need to be ing in a small organization can be seen as one of the purest forms of public much more of a relations as a management function. KEY TERMS Personal branding 375 Gig economy 381 Non-compete clause 395 KEY TERMS 397 APPENDIX A Universal Accreditation Board Competencies DETAILED KNOWLEDGE, SKILLS AND ABILITIES TESTED ON THE COMPUTER-BASED EXAMINATION FOR ACCREDITATION IN PUBLIC RELATIONS (effective January 2016) PERCENTAGE TESTED Objective 1 Researching, Planning, Implementing and Evaluating Programs 33% 1.1 Research (Concepts): Understands and can apply primary and secondary, formal and informal, quantitative and qualitative methods. CASE STUDY Dormant issues have reachedthe final stage of the issue life cycle. Robbie Alm served for more than a decade as a vice president of Hawaiis largest public utility, Hawaiian Electric Co. (HECO), first as vice president of public affairs and later as executive vice president. The meaning depends on context. 7. This may be as simple as a handwritten thank-you note or recognition in a member magazine. 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. Storytelling 231 Id argue that Slater is surfings GOAT (Greatest Of All Time). One might even expand this into an ethical argument by saying that buying followers is ethical if it leads to larger, more important consequences. 5. You may be asked for information on test scores or teacher salaries even when those are not the stories you are hoping to communicate. Good PR professionals suggest ideas for posts, tweets and hashtags rather than relying on the social media team. 7. 2. The library has 5,000 images featuring 179 women from 39 countries. Why do these partnerships work? Think for a minute about a recent organizational crisis that youve heard about. Forbes contributing writer Lisa Arthur defines big data as a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis.1 You can collect this information directly from your organizations or clients publics through cookie or registrations. Industrial accidents, mechanical failures or IT crashes could all be considered accidents. Contingency theory A theory that proposes that the best course of action in any situation depends on the specifics of the situation. 34. Writing for Intermediaries 239 page. PDF The Public Relations Strategic Toolkit An Essential Guide To Successful If you can just tell us a little more about it? He used that blog as a platform for working through new types of dilemmas unique to social media. Proselytizing may be the secret sauce of viral social media, but it also is key to the Proselytizing When members of publics advocate or promote to others the goals and objectives of a communication strategy. Professor Elizabeth Toth pointed out early in the relationship-management literature that interpersonal communication is the foundation for analyzing organizationpublic relationships. Organizations obtain lots of data to use to support their business decisions. It created a lot of opportunities.12 Of course, agencies are only one place to start and build careers in public relations. Item Weight : 1.9 pounds. 9. https://www.ihop.com/en/news/2018/ihop-changesname-to-ihob-and-reveals-the-b-is-for-burgers. 5. Both my organization and people like me benefit from the relationship. If a member acts within the law, but outside of the code of ethics, revocation of the persons membership is the most the association can do in response. What might we learn about a culture through food? While everyday gamers are well aware of the appeal of video games like NBA 2K, general sports fans may not understand the greater impact and significance of e-sports leagues as businesses and as cultural phenomena. United Airlines customer service agents had no reason to believe that Carroll would find an audience of millions for his complaint. Emily Harris, For Palestinians, Google's Small Change is a Big Deal, National Public Radio, May 14, 2013, accessed May 20, 2019, http://www.npr.org/blogs/parallels/2013/05/14/183966785/ for-palestinians-googles-small-change-is-a-big-deal. When Amazon sent a 45-minute training video to team leaders at its Whole Foods grocery stores, it was meant to encourage employees to bring grievances to their bosses individually instead of through union representation. . 13. https://www.ama.org/the-definition-of-marketing/. 21. They also control where and to whom the messages are sent. While industrial farming practices have evolved to maximize profits and production, we make an extra effort to partner with farmers, ranchers, and other suppliers whose practices emphasize quality and responsibility. Public relations writing has gotten harder. Although the change allows longer messages, readers still only see the first 140 characters unless they click through to see the rest of the content. On the crowded streets of one of the worlds busiest cities, a group of influential young people does something carefully planned but also unexpected by the crowds around them. The Story of Sage Kealohilani QuiamnoCo-Founder of Future for Us, Jasmine Rashae, March 19, 2019, https://www.jasminerashae.com/your-stories/ sage-kealohilani-quiamno. Enjoy BK Caf Coffee for a month for the price of a large cappuccino from Starbucks.19 Quick-service restaurants, like Burger King, are using mobile apps to meet the growing demand for convenience from millennial and GenZ consumers, who dont want to wait in long drive-thru lines. 17. Serena Williams is a powerful social media influencer who partners with Nike, Beats by Dr. Dre and the Allstate Foundation Purple Purse. You may write queries Chiquita Evans responded to media questions after being selected by the to media about their interest in the story, Warriors Gaming Squad at the NBA 2K League draft. See also Digital media; Internet accounts of key publics' representatives, 133 analytics, 162 Barcelona Principles on, 217 career skills needed for, 391 comments on, 244, 278 community management on, 27779 conflict management on, 32024 content creation for, 26776 crises and, 34144 duty to, 20 employee relations and, 101 ethical communication in, 18, 22 global public relations and, 362, 363 images in (see Images) intellectual property issues, 3013 mobile devices and, 25859 moderating pages on, 27879 organizational control of, 31416 politics and, 4344 production of materials for, 163 recruitment via, 45 relationship management and building on, 88, 27681 religions using, 42 rumors on, 33435 sharing on, 18789 social listening and, 26367, 277 text in, 26971 tracking objectives and goals on, 171 video in, 27375 visual listening and, 26467, 277 writing for, 24346, 250 zombie followers on, 17274 Social media creators, 342 Social media crisis communication model (SMCC), 34243, 345 Social media followers, 342 Social media inactives, 342 Social media influencers, 7, 70, 227. Activities such as greenwashingto make a company look more socially responsible than it really iscome to mind here as well. These include publishing and abiding by a strict code of conduct for suppliers, affiliating with the Fair Labor Association (FLA), participating in Social and Environmental Responsibility (SER) audits, and publishing on their website a complete list of factories that make their products.32 Socially responsible management also can be leveraged by organizations of any size to recruit and retain top talent. 6. . Build fluency in intercultural public relations with a combination of head (cognition), body (behavior) and heart (emotion/ motivation). Three useful tools are backgrounders, bios and profiles. A process that for decades went one way from the top down, usually as a monologuenow goes two ways, and is typically a conversation.10 Given the circumstances, PRSAs use of a blog and its comments from readers (http://prdefinition.prsa.org), Twitter (#PRDefined) and an online form for submitting candidate definitions seemed appropriate. Reporting: Digital media have made it much easier for organizations to share tax forms, financial plans, audit information and detailed information about programs and services that demonstrate social accountability as well as financial accountability.27 The best nonprofits are readily transparent. 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. Convergence and integration have led many firms to rethink how they organize teams and name positions. Noah Kirsch, Tensions High at Papa Johns, Even with Founder Gone, Forbes, August 18, 2018, accessed May 20, 2019, https://www.forbes.com/sites/noahkirsch/ 2018/08/17/troubled-culture-remains-at-papa-johnseven-with-founder-gone/. Both Facebook and Zuckerberg employed a number of response strategies, which included apology as part of a rebuild strategy. Is it a simple 280-character tweet? He may also propose that editorial coverage in the magazine is worth twice as much as advertising because of third-party credibility. But why spend our time and energy listening, when we can be creating #trendy content instead? What was the original purpose of AVEs? The answer depends on how you would answer three questions related to your problem recognition, involvement and constraint recognition. 10. 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. Promoting a cause also means supporting a mission, which requires strategy beyond mere awareness. Public Relations - Oxford University Press Validity refers to the accuracy of a measurement or observation in reflecting what the researcher intends to measure or observe. Facebook likes and shares, retweets, email forwards, claps on Medium. How might the company make better use of shared media? Consent fatigue presents a public relations dilemma. The DOD employs thousands of peoplecivilian and militaryin public relationsrelated positions, and defense is only one sector of government jobs that include local, state and federal positions. Reporters were invited to travel to the scene of the accident at the railroads expense. 10.5 Describe how public r elations professionals can use social media to build community. Your bank? What a character! The plot line was fictional, but the potential damage to Crock-Pots reputation was real. But elsewhere, listicles get more love. New public relations practitioners may not realize that sharing, posting and messaging can have legal consequences. Tora!and the National Oceanic and Atmospheric Administration, a new federal agency to observe, predict and protect our environment, was born.19 Note that this backgrounder offered historical context for the founding of NOAA. The Water Supply and Sanitation Collaborative Council (WSSCC) is a global partnership organization based in Geneva, Switzerland, that is affiliated with the United Nations. For example, acollege or universitys mission may entail research, teaching and service. In a college or university, you would consider students, faculty, staff and alumni. !20 wrote one. 3. RACE,1 ROPE2 and ROSIE3 are three common examples. This principle can be equated with the idea of transparency.13 Public relations researcher and ethicist Brad Rawlins has defined it as the opposite of secrecy: Transparency is the deliberate attempt to make available all legally reasonable informationwhether positive or negative in naturein a manner that is accurate, timely, balanced, and unequivocal, for the purpose of enhancing the reasoning ability of publics and holding organizations accountable for their actions, policies, and practices.14 Transparency Deliberate attempt to make available all legally reasonable information for the purpose of enhancing the reasoning ability of publics.