public relations 2nd edition tom kelleher pdf

For example, Twitter recommends limiting your color palette, not only because it will distinguish your images from others, but also because it will make future design decisions easier.36 Consistency is important across platforms, too, even in something as simple as the images an organization selects for its profile pictures. Diversity Inclusion of different types of people and different types of views. Tiffany Li of Yale Law Schools Information Society Project commented to Wired, The companies reaching out are like a bad boyfriend: They want you to stay, but they know they did something wrong.30 Offering an all-or-nothing option for continued use of the service. The rewards of this relationship can be significant. This meme made the rounds on social media sites in 2014-2015 and again in 2017. use at least one social media platform or messaging app, or own or share a smartphone or feature phone. Taylor Telford, SEC Sues Volkswagen, A lleging It misled Investors in Emissions Scandal, The Washington Post, March 15, 2019, accessed June 18, 2019, https:// www.washingtonpost.com/business/2019/03/15/ sec-sues-volkswagen-alleging-it-misled-investorsemissions-scandal/. You can write your own newsletter, distribute your own fliers or set up your own Instagram account, Facebook group or Pinterest board for free, Social media command center war rooms like this one allow for 24/7 monitorright? Consumer Consumer public relations is one of the most visible segments of public relations, perhaps because it is so closely tied with the advertising and marketing of brands we all know well and products we consume every day. Positive Common sense suggests the importance of staying positive in your personal branding. Disneys various social media accounts@Disney, @WaltDisneyWorld, @DisneyParks, etc.shared the call to action with photos of guests and celebrities sporting their Mickey Mouse ears. Principle 1: Goal Setting and Measurement Are Fundamental You may recall from Chapter 6 that good goals are supported by SMART objectives, and that the M in SMART stands for measurable. Measurable implies quantifiable. 60 CHAPTER 3|CONVERGENCE AND INTEGR ATED COMMUNICATION Economic convergence in media means big companies are building global networks that provide top-notch expertise to clients ranging from specialized and localized organizations to mainstream companies reaching the widest possible audiences and publics. Engagement. PIOs get their message out by communicating directly with the public, working through the traditional news media and through new media.22 Notice that the role focuses on one-way communication: PIOs tell the public about, tell people how and get their message out. Public information and publicity/press agentry are both one-way models of communication, but the essence of the public information is quite different in character from press agentry in that the goal is much more focused on providing accurate information than attention-getting. Instead, what social media inactives learn offline may be informed by what their sources have learned from social media. General publicnow heres a term, referring to everyone in the world, you probably do hear every day. If you present someone elses specific ideas or words as your own, thats plagiarism. Ethics are moral principles that govern behavior and are deeply personal. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.5 The First Amendment generally guarantees the right to exercise such advocacy, but the right to free speech has its limits. (PDF) Public Relations by Tom Kelleher | Paula C - Academia.edu And Vicks was even named Brand of the Year in India.30 Ed Booty, Chief Strategy Officer of Publicis Communications Asia Pacific, said it best: Great brands dont just reflect safe and accepted norms, instead they dare to set agendas in culture at large. Media planning Choosing media channels to achieve strategic communication goals and objectives. Scott M. Cutlip, The Unseen Power: Public Relations, a History (Hillsdale, NJ: Lawrence Erlbaum Associates, 1994), 40. Half of those who read it understand the key message (25,000). Consider the following two-sentence lead for a news story: LOS ANGELES (AP) Jeopardy! host Alex Trebek says he has been diagnosed with advanced pancreatic cancer. Most public 396 CHAPTER 14|CAREERS relations positions are with agencies, large businesses and corporations, nonprofits, NGOs and military and government agencies. However, many of the most important results of issues management stem from the crises prevented, or negative outcomes averted. Public Relations | Rent | 9780190925093 | Chegg.com The AVE issue will be discussed further in Chapter 8 on evaluation. 65. . For example, surveys Implementation are still conducted to gather data that describe demographics Evaluation and what people think, feel and do. Most of us skim those EULA screens and trust that the organizations wont do anything evil with our data. But this story is not designed to sell you a Buffalo Bicycle. Avoid PR and marketing. Copyright infringement Use of protected works without proper permission from the copyright holder. We suspect that statistics may be wrong, that people who use statistics may be lyingtrying to manipulate us by using numbers to somehow distort the truth. Supermarkets and big-box stores stand as evidence of that. Ideas and behaviors such as preventing skin cancer or registering to vote can also be marketed. . . In her research she has found that spotting ethical dilemmas is key to resolving issues before they become crises. Successful and ethical public relations requires an understanding that not everyone shares your background and culture. Patrick Lee Plaisance, Transparency: An Assessment of the Kantian Roots of a Key Element in Media Ethics Practice, Journal of Mass Media Ethics 22 (2007): 187207. 8. They increase in intensity. You may have heard about the crisis in a conversation with friends or family (word of mouth), seen it on TV or read about it in the newspaper (traditional media), and seen it on Twitter, Facebook and so on (social media). So you would have provided it, or at least had it available upon request. Haley Weiss, Why People Love Spotify's Annual WrapUps, The Atlantic, December 12, 2018, www.theatlantic.com/technology/archive/2018/12/ spotify-wrapped-and-data-collection/577930/. Tertiary publics Groups of people who indirectly influence or are indirectly affected by a public relations campaign or program. Promoters using publicity cede that control to editors, TV producers, journalists, analysts, bloggers and any other third parties who bring news to audiences and publics. 2 E ngagement. Airline ticket agents and flight attendants may be our windows into the workings of the larger airline. Localization is basically the geographic version of personalization. International public relations Management of relationships between organizations and publics of different nations. Alvin Toffler, Future Shock (New York: Bantam, 1990). Craig E. Carroll, The Handbook of Communication and Corporate Reputation (Oxford, UK: Wiley-Blackwell, 2013), 4. . Those who work in public relations for Coca-Cola, like people in organizations of all sizes all over the world, face ethical challenges in remaining faithful to those they represent while honoring their obligation to serve the public interest. What contingencies of the situation made advocacy a better strategy than accommodation? The case studies, analysis, and photos are very well presented. Danielle Long, Weibo Continues to Grow as Users Near 500 Million Mark, The Drum, August 13, 2018, accessed June 13, 2019, https://www.thedrum.com/ news/2018/08/13/ weibo-continues-grow-users-near-500-million-mark. Why are you creating this content (the purpose)? Objectives are valuable to organizations when they help meet broader goals. See Religion Communicators Council Reach, 169 Reactive management style, 10, 16 Readability tests, 203 Real-time bidding (RTB), 169 Real You Is Sexy, The campaign, 70 Rebelez, Darren, 3031 Rebuild strategies, 33739, 340 Reciprocity (stewardship step), 106 Recruitment, 4445 Red Bull, 55, 75, 75p Reddit, 190 Reinforce strategies, 339, 341 Relational maintenance strategies, 8889 Relational public diplomacy, 36768 Relationship management, 86116 commerce-driven, 97104 issues-driven, 1049 key outcomes of, 8992 news-driven, 9297 strategies for, 8889 Relationship nurturing (stewardship step), 106 Relationships communal, 90, 106 exchange, 89, 97 beyond sales, 78 social media for, 88, 27681 taking care of, 8889 writing to build, 227 Relevance (of news), 93, 94t Relevant objectives, 160 Reliability, 13940, 141 Religion, 42, 43p, 45, 48 Religion Communicators Council (RCC), 24, 42 Remembering (hierarchy-of-effects model step), 153 Renshae, Mark, 13 Replicability, 218 Reporting (stewardship step), 106 Reposting, 303 Reputation management, 228, 265 Research, 11747, 163 ethical standards for, D1 formal, 13841 formative, 11819, 16162 informal, 119, 13841 primary, 138 proactive issues management step overlap with, 329t qualitative (see Qualitative research) quantitative (see Quantitative research) secondary, 138 situation analysis (see Situation analysis) summative, 119 Research Triangle Institute, 138 Responsibility (stewardship step), 106 Responsible supply chain management, 329 Restaurant Brands International Inc., 261 Reuters, 336 Revlon, 61p Risk Issues and Crisis Management in Public Relations (Regester and Larkin), 326 Ritchie, Steve, 5 Rite Aid, 104p Rockefeller family, 32 Rodriguez, Rafael, 103 ROPE mnemonic, 118, 119 ROSIE mnemonic, 118 Royal Dutch Shell, 388 RPIE Cycle, 11819, 118f, 125, 149f, 161, 178, 178f, 192, 201, 201f, 209, 328, 329t. Corporate jobs focus on customers (marketing communications), investors (financial relations), government agencies (public affairs), employees (internal relations) and the publics who live wherever companies operate (community relations). Relevant Do the objectives relate clearly to the goal and mission? I also go to PRSA to keep up-to-date on research trends and case studies. It also aids planning, as deadlines for specific objectives become milestones for achieving larger goals in the broader campaign timeline. In management by objectives (MBO), planners consult with their organizations and clients to determine appropriate objectives for which they will be accountable. Brochureware Web pages that present essentially the same material as printed materials such as brochures. Peoples opinions, awareness, preference, perceptions of relationship with your organization or engagement. Use caution when posting anything that may be seen as offensive or illegal. Kirsten Korosec, Judge to SEC and Elon Musk: Put Your Reasonableness Pants on and Work This Out, TechCrunch, accessed June 18, 2019, https://techcrunch.com/2019/04/04/judge-to-sec-and-elonmusk-put-your-reasonableness-pants-on-and-workthis-out/. Many aspects of public relations work can be taught on the job, but writing takes a lifetime of learning and improvement. Professor Rita Linjuan Men, author of Excellence in Internal Communication Management, maintains that employees should be seen as the highest-priority publics because of their role as corporate ambassadors.11, 12 But it can go the other way too. 5 (2001): 93. 13.3 Examine the role of ations, corporations and n NGOs in public diplomacy. Can a mobile app make you think twice about where youre grabbing lunch? Explain whether you think the strategies were a proper match for the crisis type and whether the responses worked. Those are some impressive numbers for shared media. Social monitoring The process of tracking social media mentions and conversations. 8. http://www.omnicomgroup.com/home. Scarcely a week goes by when one of these sources doesnt include some form of advice on pitchingSeven Ways to Think Like a Reporter, Five Reasons Your Pitch Stinks, How to Pitch TV News Reporters, Pitching a Broadcast Story? How do Share a Coke cans reflect Coca-Colas understanding of cultural dimensions? Two-way communication When both parties send and receive information in an exchange, as opposed to the one-way dissemination of information from an organization to its publics. What are some of the very first questions campaign planners should ask, and what kind of research helps answer them? Specific Well-written objectives state exactly what the strategic communicator plans to accomplish in a way that makes the outcome clear to all who see it. Business to business (B2B) The relationship between a business and other businesses. Guidelines will help different writers from within the organization work together to support this theme. Even though her prior experience was primarily tutoring and freelancing as a writer, Jane landed an interview with Yelp and was hired on the same day that she interviewed.25 Although her goal was to work in a media job at Yelp and be able to make memes and twitter jokes about food, Jane took the entry-level job in customer service to get started. Issues and crisis management and communications 4. In cases involving competition or divisive issues, publics may be segmented into proponents, opponents and uncommitted. Aligns project goals with organizational mission and goals. CONSTRAINT RECOGNITION What, if anything, can people do about the issue? The seven-step process for proactive issues management(1) monitoring, (2) identification, (3) prioritization, (4) analysis, (5) strategic planning, (6) implementation and (7)evaluationruns parallel to the fourstep RPIE process. Reports can include the number or percentages of people who answered questions in certain ways (yes, no, maybe, strongly agree, etc.) Running a series of message-testing experiments that may have taken weeks or months to set up a few years ago can now happen almost instantly, in real time, so to speak. A for-profit corporations mission statement may be quite different from the mission statement of a nonprofit or NGO. Transparency. However, as a practical matter, the changes these global companies made affected users all over the world. The tweet, which included the hashtag #MLK2019, was posted on a Martin Luther King Jr. Day of Service. If you (first party) are trying to persuade a potential customer (second party) to buy your product, the independent reporting of a third party may help your case. 13. Organization Research Perhaps the best place to start understanding an organization is its mission. Female diner: I guess I do have a question about the chicken. It is the culture. if we construct models of public relations behavior by observing the most important components of that behavior, then we can make some sense out of the many diverse communication activities we call public relations.2 In the first two models, press agentry/publicity and public information, the communication is primarily one-way. Cited in Lamme and Russell, 288. The same idea applies in this era of digital publishing and consumer-generated media (CGM). The false statement has to be factual. Vicks' New 'Touch of Care' Ad Campaign Is Going Viral for All the Right Reasons. ET BrandEquity, The Economic Times, 31 Mar. The flight attendant referred him to a lead agent in the terminal who said he needed to talk to another lead agent and dismissed his request before she disappeared into a crowd. Oh, and about those torches of freedom, they were cigarettes marketed to women. You must be able to write clearly for internal communication with employees, volunteers and so on as well as for owned, paid, shared and earned media that reach external publics (Chapters 7 and 9). Van Ruler developed typologies to classify types of public relations practitioners. Case Study Puppies as Publics? Advice from the trade press tells us to consider journalists deadlines, to understand their business and to answer questions such as Why do I care? and Why now? from their perspective. The bright, newand of course greensunburst logo was a textbook example of branding. Accident crises, such as those caused by mechanical failures, industrial mishaps, or computer crashes, involve some attribution of responsibility to the organization. What are some of the outcomes of these relationships? 1. Copies of relevant laws, regulations, budgets or pending legislation that are publicly available through government web pages or upon request from government agencies. Youve taught and supervised many entrylevel communicators and interns. 30. SAMHSA 2018-2022 National Surveys on Drug Use and Health (NSDUH), accessed June 13, 2019, https:// www.fbo.gov/?s=opportunity&mode=form&tab=core &id=3903d264e0de6f606b9f9bb6942 e7a96&_cview=0. Social media influencers who have earned credibility in specific market segments and with specific publics can be instrumental in strategic communication programs. Level of involvement The degree to which people feel or think that a problem or issue affects them. Secondary research is generally cheaper and easier than primary research. 50. Bartlett Arkell, founder and president of the Beech-Nut Packing Company, wrote to him and told him as much. (Established in 1832. In other words, news releases are tools for seeking earned media (Chapter 7). Actions speak louder than words, the old adage goes. You still cant download a pineapple or a pair of running shoes. A BIG WIN FOR LITTLE ITALY 323 Managing issues 324 CASE STUDY: THE ISSUE LIFE CYCLE OF VOLKSWAGENS DIESELGATE 325 Proactive issues management 328 1. We spent approximately $70 million to restore operations there. But even if you have never worked as a journalist, you can still empathize with what its like to work on deadline and make an effort to understand the people to whom the journalist delivers the news. They demanded that Twitter immediately disable access to the individual who has uploaded the copyright infringing content and to terminate any and all accounts this individual has through you.22 The UFC further demanded that Twitter take down the two accounts within 10minutes of receiving the email! Arika Okrent, The Listicle as Literary Form, The University of Chicago Magazine, Jan/Feb 2014, accessed June 13, 2019, http://mag.uchicago.edu/arts -humanities/listicle-literary-form. If you can just tell us a little more about it? Evaluates opportunities for resolution. Before jumping into an online conversation, first you need to know how people are talking and what people are talking about. A three-columninch ad in the student newspaper costing $42.60 to reach a circulation of 14,000 would yield a CPM of $42.60/14 = 3.04, or $3.04 per thousand readers. The researchers found that offering a lottery ticket increases usable donations by 5 percentage points over a baseline donation rate of 42 percent.19 Content Analysis Social media allow countless ways for people to communicate. They focus specifically on issues for the sake of making a difference, with a much less direct link to any commercial motive. Disneys continued generosity strengthens our global organization and allows us to grant life-changing wishes in more than 50 countries. Each year, Disney grants more than 10,000 wishes.67 #ShareYourEars has given fans the opportunity to share in the magic of these thousands of wishes, too. The resulting data are of great value to SAMHSA and the organizations it serves, including state and local health departments, the U.S. Department of Education and the White House Office of National Drug Control Policy. Self-efficacy Ones belief that he or she can perform certain behaviors to achieve certain outcomes. 4.4 Discuss how issues and causes drive many of the relationships that public relations people manage. Understand that this is a gross oversimplification of pricing strategies. 5.7 Evaluate utilitarianism as an ethical principle for public relations research. All our work is done in the open. 6. the U.S. Civil War learned to place all of the important information in the first line or two in case telegraph lines were cut during wire transmission. Formal and Informal Research 139 Validity Accuracy of a particular research technique in measuring or observing what the researcher intends to measure or observe. deeper cultural significance. Many news release writers still include the word -more- at the bottom of the page if the release continues to another page, and -###- or -30- at the end of the story to let journalists know theyve reached the last Associated Press (AP) style Rules of writing (including grammar, capitalization and punctuation) published by the Associated Press news agency. At Wylie Communications, we dont believe our insurance company really understands us. 2. *Bernays claims about the impact of national publicity resulting from the Torches of Freedom event were later called into question by historians.26 Two-Way Asymmetrical Communication Bernays is also credited (or blamed, depending on your perspective) with getting Americans to consume more bacon for breakfast. If you describe yourself as an energetic self-starter who maximizes potential for game-changing solutions, that doesnt really communicate anything meaningful about you or the work you do. Amanda E. Cancel, Michael A. Mitrook and Glen T. Cameron, Testing the Contingency Theory of Accommodation in Public Relations, Public Relations Review 25, no. 6. What motivates people to donate blood? Network with them on social networking sites. What annoys you most? ), news releases and ads. In order to achieve those goals and objectives and to implement that brilliant strategy, you have to pull off the tactics. For example, when a web page includes a clickable photo, graphic, or chunk of text from another page, this is considered framing. See International Association for Measurement and Evaluation of Communication American Academy of Pediatrics, 218 American Airlines, 79, 193 American Association of Advertising Agencies (4A's), 343 American Cancer Society, 38 American Eagle, 70 American Heart Association, 38, 105 American Humane Society, 124 Americanization, 58 American Marketing Association, 65 American Red Cross, 41, 178, 264 American Time Use Survey, 142 American Tobacco Company, 36 American University School of Communication, 22 Analysis content, 13436, 139, 204, 205 proactive issues management step, 329t, 33031 situation (see Situation analysis) SWOT, 12022, 122p Analytics, 65, 119, 162, 2069, 245, 391 Ancestry.com, 81 Anchor text, 247 Angie's List, 12 Apologies, 336, 33738, 340 Apple Computer Inc., 111, 228, 272, 28485, 388 Appropriation of likeness or identity, 290, 31112 Apptentive, 265 APR. Whats the biggest misperception of public relations jobs youve come across from people outside of public relations? Content has been difficult to define because it is broad and seemingly all-encompassing. This form of media convergence is different from the term economists use to describe trends in world economies. 31. Instructions for recycling might be placed right on the bins. 5.3 Discuss applications of quantitative research. Undergraduate Education, Commission on Public Relations Education, http://www.commissionpred.org/ commission-reports/the-professional-bond/ undergraduate-education/. However, as described by McDonalds Chief Global Diversity Officer Wendy Lewis on her Medium page, these upsidedown letters were part of a strategy to honor the extraordinary accomplishments of women everywhere and especially in our restaurants.7 March 8 is International Womens Day, and one of McDonalds key corporate values is commitment to their people: We provide opportunity, nurture talent, develop leaders and reward achievement. Well, I actually think most work in public relations is uncontrolled! In business law, a trade secret is information that is not generally known to others and not readily available to others who could profit from its disclosure or use.51 As much as public relations ethics focus on disclosure and public information, these values of openness must be balanced with other values including competition and privacy. You as a customer (or student or patient, etc.) KEY LEARNING OUTCOMES 6.1 Analyze strategic communication outcomes. With a few exceptions (nine categories to be exactranging from national defense secrets to personnel records to information about oil and gas wells), FOIA requires government agencies to make information public. Words or symbols. For example, in South Korea, one challenge focused on creating richer experiences for international travelers because the number of travelers had nearly tripled in nine years.57 Meanwhile in the United States, another challenge focused on making it easier for companies to adopt digital payments58 because data show that many small business owners still opt for paper checks as a primary payment method.59 In 2019, Visa broadened this regional approach with the launch of the Visa Everywhere Initiative: Womens Global Edition, a worldwide program that invites women entrepreneurs to tackle a financial technology or social impact challenge, showing how their businesses are driving change in areas like financial literacy, environmental sustainability, gender equality and humanitarian relief.60 The program is rooted in global research: the Global Entrepreneurship Monitor reports that 163 million women were starting businesses across 74 economies worldwide.61 Global public relations must achieve a delicate balance between standardization and localization. ), as PR and advertising professionals, we also see our individual and cultural uniqueness as one of our core value propositions. Trust. 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. The opposite of dialogic communication is monologic communication, in which communicators strive to impose their views on others. These videos provide context and expand on many of the examples and case studies included in each chapter. Kelleher has worked in university relations at the University of Florida; science communication at NASA in Huntsville, Alabama; and agency public relations at Ketchum in Atlanta. Do something. 23. Who is your key public? Facebook? When these experts or specialists perceive a potential problem and people within an organization begin planning to respond in some way, the issue has entered the early/potential stage. Edward Twitchell Hall, Beyond Culture (New York: Anchor, 1989), 91. Public relations people must understand other dimensions of convergence beyond the technological ones. Strategy Underlying logic that holds a plan together and offers a rationale for why it will work. Avoid setting goals at one level (e.g., liking) when what you and your client really want is effectiveness at a greater level (e.g., acting). Many NGOs work closely with the United Nations, and their relationships with corporations and governments range from contentious to cooperative. Organizational crisis A major threat to an organizations operations or reputation. 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. Lets say you are trying to get people to sign an online petition to make a statement to your local lawmakers. External publics are outside of the organization and are generally reached via channels such as mass media, direct mail and the web. 308 CHAPTER 11|LEGAL to control his communication. In addition, as a method for evaluation, the data from surveys conducted before a campaign can be used as a baseline for comparison to data collected during and after a campaign to assess changes in cognition, attitudes and behavior.

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