Copyright infringement Use of protected works without proper permission from the copyright holder. In communication strategy, sharing can GoPros YouTube channels have millions of subscribers. Writing for Intermediaries 241 ship of its class of light aircraft carriers that were critical during the American naval offensive in the Pacific during World War II.18 Thats the start to the news release. Identify Key Values Authenticity, transparency and expertise are key values. 16. http://www.wommapedia.org/#section1. International Legal Contexts 289 Privacy The right to be let alone; or, the right to control access to your personal information. More than seven decades later, two public relations practitioners starting a firm in Austin, Texas, thought the name would be perfect for a hospitality PR firm that specializes in food and drink.35 Its hard to imagine a scenario in which strange fruit would be an appropriate name for anything outside of serious racial dialogue. What advice do you have for public relations students who want to pursue careers in health-related fields? Recall the concepts of reach and frequency from Chapter 6. Organizational culture Groups of people that identify as part of an organization such as employees and members. 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. Mastercard Ends Campaign to Donate Meals for Every Lionel Messi, Neymar Goal at World Cup, ESPN, June 4, 2018, www.espn.com/soccer/fifa-world-cup/ story/3517847/mastercard-ends-campaignto-donate-meals-for-every-lionel-messi-and-neymargoal-at-world-cup. Identification 3. 15. https://www.freepress.net/issues/free-open-internet/ net-neutrality 16. https://www.fcc.gov/document/fcc-adopts-strongsustainable-rules-protect-open-internet 17. Modern communication historians make the case that public relations activities are as old as religion, education, business and politics. The corner of the public sphere represented by Tom Jones is underwritten by "Fielding's re- silient representation of good nature"; as Bender observes, it is "Tom's heart [that] anchors Fielding's comic world," serving as "the constant against which are measured both the harmless failings of humanity and its crimes" (xxvii, xxvi). Applied ethics and law 3. James E. Grunig and Todd Hunt, Managing Public Relations (New York: Holt, Rinehart and Winston, 1984), p. 34. 63. its official . These simple experiments are just the tip of the analytics iceberg. Monologic communication Communication in which one party attempts to impose its view on others. The contributions may come in the form of financial donations, employee time or socially beneficial business practices. If conflicts arent managed well, they can become crises. com, March 5, 2019, accessed August 25, 2019, tvbythenumbers.zap2it.com/weekly-ratings/ late-night-ratings-feb-25-march-1-2019/. Technology journalist Erica Swallow has outlined 10 tips for successful corporate blogging:25 1. We want you to know a few important things: The unauthorized access took place in U.S. Target stores between Nov. 27 and Dec. 15, 2013. 9. The entry-level practitioners who have a strong grasp of strategic planning are the ones who will propel quickly in their careers. Customer Reviews, including Product Star Ratings help customers to learn more about the product and decide whether it is the right product for them. They sought to discover if what worked in relationships between spouses or between doctors and patients, for instance, might help us better understand the strategies that would succeed in organization-public relationships. Yes and no. . Trust.Public Relations, Second Edition, presents a clear, engaging and contemporary picture of public relations principles while seamlessly integrating technical and cultural shifts brought about by the rise of social media. The first problem with AVEs is that they falsely indicate reach based on media placement and do not measure attitudes, knowledge or behavior. Any specific advice for the next generation of public relations practitioners? Source: Mobile Technology and its Social Impact Survey 2018. In fact, the vast majority of issues will not rise to the level of a major public issue or crisis. when TV viewers jump platforms from What types of employees and media people have to collaborate to make their TVs to other screens. Working with micro-influencers can be up to seven times more effective than working with top-tier influencers.62 Brand Advocates: Brand advocates are the everyday people who love a brand. 13.2 Explain how environmental variables, such as politics, the economy and the media can affect international public relations. And then, just six weeks after the storm hit, the facilities were again running at full capacity.16, 17 How was this even possible? Which of the dimensions would be hardest for you to adapt to in practicing intercultural public relations? Trust. What motivates people to donate blood? In high-context communication, most of the meaning conveyed between people lies in the context of the communication or is internal to the communicators. Who is your key public? Experience working with and training alongside journalists helps tremendously with the media-relations aspect of public relations. In the United States, were feeling the effects of this cultural movement all around us. Get social. Code of Ethics, PRSA, https://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/. Proselytizing is a key part of strategic campaigns going viral. Organizations may offer products, services or money to help make amends with publics. Creating Engaging Content 275 Content curation The process of gathering and sharing content from reputable sources or users. 18 CHAPTER 1|PRINCIPLED PUBLIC REL ATIONS Lets walk through one of Defrens cases, Tweeting Under False ircumstances, using Fitzpatricks process.33 (Quoted material is from C Defrens blog post.) Although writing for social media requires understanding many conventions (hashtags, reposts, etc. Divergence Using the term paradox to describe convergence sheds light on apparent contradictions, but philosophically it is not really that hard to reconcile ideas like professional diversity and integration. Its not designed to be a one-size-fits-all strategy,6 nor is it meant to pander to or appropriate culture. And you may also strive for key values such as honesty, loyalty, transparency and social responsibility in your own life. Second Edition. Together for a Social Movement That Seeks to End Childhood Hunger, MasterCard, April 10, 2018, newsroom.mastercard.com/press-releases/ mastercard-brings-renowned-footballers-messi-andneymar-jr-for-a-social-movement-that-seeks-to-endchildhood-hunger/. Associated Press (AP) style Rules of writing ( including grammar, capitalization and punctuation) published by the Associated Press news agency. Jelena Vujcic and Pavani K. Ram, Handwashing Promotion: Monitoring and Evaluation Module, UNICEF, accessed June 13, 2019, https://www.unicef.org/wash/ files/M_and_E_Toolkit_.pdf. Creating Engaging Content 271 MAINTAIN HIGH QUALITY Even though hastily snapped selfies have found a place in social media culture, highquality imagery is still important, especially for organizations. When the a campaign like this work? A Hierarchy of Outcomes Awareness of a cause, new product or app is only one step in leading people to donate, purchase or download. Relational public diplomacy fits better with two-way models and the symmetrical ideal. In that case, each would be the basis for a separate specific objective. Henry Jenkins, Convergence Culture: Where Old and New Media Collide (New York: New York University Press, 2006), 18. Krishnamurthy Sriramesh, Globalisation and Public Relations: An Overview Looking into the Future, PRism 6, no. 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. These works include literature, music, drama, choreography, pictures, graphics, sculptures, music and even architecture. Paul F. Lazarsfeld and Robert K. Merton, Mass Communication, Popular Taste and Organized Social Action, in The Communication of Ideas, ed. Understands instrument design. Contingency theory also describes response options ranging from pure advocacy (firmly pleading the organizations case without compromise) on one side to pure accommodation (completely conceding to a publics demands) on the other side (Figure 12.1). For example, a private text probably would not count, but a tweet mentioning someones recognized Twitter handle would. Of course context is important. Active publics People who behave and communicate actively in response to a problem or issue. Even reporters rocked their ears on the evening newscasts. When integration is done right, advertising and marketing support public relations, and vice versa. Funded by the govern- ment, U.S. Census data are free to access, and www.census.gov allows for searching and analysis based on geography, demographics and topics such as education, economy, health and business. Iappreciate their concern & prompt attention 2 the problem. Goals Statements that indicate a desired result for public relations efforts. Google yourself to make sure you dont miss anything that others might find if they look you up. Its hard to imagine anyone wanting to hire a negative person. Track everything. Theres a good chance that all three sources came into play. In May 2014, the ICCT alerted the Environmental Protection Agency (EPA) and the California Air Resources board about the unexpected findings. 38. How would it help or hurt your job prospects if a potential employer reviewed all your social media profiles online right now? KEY LEARNING OUTCOMES 12.1 Analyze responses rang- 12.3 Describe how issues ing from advocacy to accommodation in public relations conflict cases. They also have access to a wider range of in-depth case studies, which should make them better prepared to anticipate stakeholders expectations. FEEL When people engage with your messages or content, internalize your messages, and add their two cents. Facebook comments or shares with comments, retweets with personalized messages, blog comments and YouTube comments. An organizations publics either have an effect on the organization, are affected by the organization, or both. Their Public Relations Journal is fantastic. However, instead of the students sitting captive in a classroom, the primary public may be new employees who are overwhelmed in their first week on the job, tired residents taking their trash out or distracted teenagers uploading to their Instagram accounts. How is the job for entry-level public relations positions changing? 61. 18. 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. They simply must be applied in new contexts and platforms. I want to bring those flavors to the people of America. There are many ways to advance PR. Managing Issues Organizations face all sorts of issues that can develop into crises, if they are not managed appropriately. Please try again. 4. Primary publics Groups of people identified as most important to the success of a public relations campaign or program. What evidence of cultural convergence do you see? In fact, generally, its a PR nightmare, disaster or fiasco that makes headlines. provides a solid framework for teaching an introduction to public relations course with excellent, timely examples from the field and case studies." Think about the cultural movements that are shaping the world around you. Paul as a Public Relations Practitioner: A Metatheoretical Speculation on Messianic Communication and Symmetry, Public Relations Review 29 (2003): 232. Administrative Costs and Supplies In agencies or established businesses, regular and ongoing administrative costs such as electricity, paper and internet services are often considered overhead expenses, meaning public relations planners normally wouldnt need to account for them specifically in developing a campaign strategy or program budget (though clients pay for them indirectly with marked-up prices for services). However, campaign planners need more than a well-stated and well-intentioned goal. In news media relations, publics find an organizations stories based on what editors and producers decide is newsworthy. Bernays reported that the event made front-page news in both photos and text and opened editorial debates in the weeks that followed in publications from coast to coast. A Big Win for Little Italy Contingency theory reminds us that firm edicts, such as The customer is always right, are sometimes just too simple. Santiago served as an ADCOLOR advisory board member and was named an ADCOLOR Innovator in 2012. Managing Relationships If we want to understand organization-public relationships and explain howthose relationships are beneficial, we have to think about real people and how they interact with one another. 49. http://www2.bloomberglaw.com/public/desktop/document/JENNIFER_E_PATTERSON_v_NATALIE_ D_GRANTHERMS_No_M201300287COAR3CV_/1. Make a decision and justify it.32 In many ways, social media make ethical communication easier. Wells Fargo sees our diversity and inclusion council, and really diversity and inclusion as a whole, as a great professional development and engagement opportunity. CRITICS AND ACTIVISTS Coca-Cola has begun to offer more low-calorie options including CocaCola Life, which is made with stevia, a plant-based sugar substitute. Amanda E. Cancel, Michael A. Mitrook and Glen T. Cameron, Testing the Contingency Theory of Accommodation in Public Relations, Public Relations Review 25, no. What a character! Braveen Kumar, Community Management: What It Is, Why It's Important, and How to Do It Right, Shopify, June 8, 2017, www.shopify.com/blog/ community-management. In this chapter, and throughout the text, we see how the idea of buildGovernment relations ing and maintaining relationships applies in the public sector. As with any update, some sites may note drops or gains, Google advised. Garett Sloane, Snapchat Ad Prices Go From Ungodly to Cheap, AdAge, June 11, 2018, accessed June 13, 2019, https://adage.com/article/digital/ snapchat-prices-ungodly-cheap/313824. operating environment for professionals who want to uphold ethical standards. Major Motivations for Public Relations 45 Today, Google, Yahoo, Bing and other major news and search sites confer legitimacy by way of algorithms that take into account what users are searching for and linking to. Humor or satire 6. When this photo of bagels sliced like loaves of bread went viral, Panera posed a question to its followers, admitting that its own team was divided on the #Bagelgate debate. Focus groups are essentially group interviews. Public relations professionals must understand the main forms of social media contenttext, images and videoand how they can be used to capture attention, tell stories and drive action. The IW Group also represents a number of prominent governmental agencies and nonprofit organizations. Industry standards empower public relations researchers to conduct research that is both transparent and replicable. 4. Usergenerated content or UGC is content voluntarily created by online users, and its a prime source of curated content for brands. Identifies key figures who influenced the field and major trends in the development of public relations as it is practiced today. 3. An evidence-based, real-world perspective on the contemporary practice of media relations. Traditional news media are still an important source of information in crises, andas has always been the caseoffline word of mouth interacts with news media as people discuss what they learn from news media and as news media report on issues that people discuss. Ingratiation A type of reinforcing crisis response strategy in which stakeholders are praised or thanked to win their good favor. Mediated public diplomacy aligns well with the public information and asymmetrical models of public relations that were outlined in Chapter 2. Define the specific ethical issue/conflict. Organizations like Facebook, Google and the vast majority of international online service providers found it impossible to comply with GDPR regulations in Europe without changing policies for users in other parts of the world because they exchange users personally identifiable information across borders all the time.
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