Finnegan interviewed K.S.W.C. Because private individuals characteristically have less effective opportunities for rebuttal than do public officials and public figures, they are more vulnerable to injury If you work for a from defamation. Glass ceiling Metaphor used to describe a present but unseen barrier to promotion for women and minorities. Humanize your company. Some will move to other careers altogether. Evans was the first write the supplemental materials, set up woman selected in the e-sports league. The rise of social media has led to a big increase in sharing others information. Chatbots An artificial intelligence program d esigned to mimic human conversation. On second or third references, you would want to write beach umbrella instead of our product. Research on other words that people use also will help. Case Studies Every chapter includes at least one extended run-in case study embedded in the text, and some chapters contain two or even three. Any specific advice for the next generation of public relations practitioners? Produced in 2017 by Oxford University Press, this volume of Public Relations by Tom Kelleher offers 456 pages of high-level lessons. With your help, Buffalo Bicycles can give entire communities the opportunity to GO the distance and thrive. On Writing Well author William Zinsser reminded writers of the power of just telling a story. Why did World Bicycle Relief tell the story of a 59-year-old dairy farmer in Malawi? 12. http://www.nba.com/article/2019/03/06/warriorsdraft-first-woman-nba-2k-league 13. https://www.instagram.com/p/Bat1TuYgbvu/ 14. Unconferences Meetings or conferences organized by their participants for active peer-to-peer exchange of ideas and information. 7. As observed by The New York Times Nicholas Confessore and Karen purpose of generating media Yourish: coverage. 1. The nonprofit organization Creative Commons serves to assist both sides. Of course you think your product is great, and if you buy ad space youre going to use it to say so. attribution clear on the web page or video or T-shirt, you need permission to use the copyrighted material, because that material is someone elses intellectual property. Engagement can be defined as attitudinal and based on emotions how your publics feel about your organization and what it is doing. The decision between monologic and dialogic public relations parallels questions of one-way versus two-way communication (Chapter 1), asymmetrical versus symmetrical public relations (Chapter 2) and advocacy versus accommodation (Chapter 12). RELATED UNIVER SAL ACC REDITATION BOARD COMPETENCY AREAS 1.4 STR ATEGIC THINKING 1.5 PL ANNING 2.2 ETHIC AL BEHAVIOR 4.2 BARRIERS TO COMMUNIC ATION 5.2 RESOURCE MANAGEMENT A ppear or occur suddenly and unexpectedly thats how Oxford Dictionaries defines the term pop up.1 But there is nothing sudden or unexpected about pop-ups as strategic communication tacResearch tics. Just as your richest interpersonal communication happens when you listen as much as you talk, organizationpublic relationships flourish when public relations people spend as much energy trying to understand publics as they do trying to get their messages out. The visit of Oglethorpe and the Indians generated lots of publicity, and Oglethorpes travel party upon his return to Georgia included two shiploads of new colonists. Worksheet 1.1: What Is Newsworthy?, PBS News Student Reporting Labs, accessed May21, 2019, https://studentreportinglabs.org/lesson-plans/ lesson-1-1-what-is-newsworthy/. But if you are naming a new business, that is not everyday conversation. Informal research is easier than formal research, but formal research is conducted with rules and procedures that allow for more confidence in the results. 33. Media planning Choosing media channels to achieve strategic communication goals and objectives. Intellectual property Any product of the human mind that is protected by law from unauthorized use by others. Public relations online : lasting concepts for changing media - Archive Orand this is probably the most common response to attempts at publicityshe may just ignore you altogether. 21. https://twitter.com/LamarNeagle/ status/956773205896654848. He saw winning public approval, confidence and trust as essential to successful management. Both platforms allow users to capture continuous video, but that video is segmented into smaller snackable pieces that are available for 24 hours. Formal research Research designed with clear rules and procedures for collection and analysis of information. Many legal issues are based on laws written by local, state and federal governments and interpreted in court cases. Taking Care of Relationships Participatory media Media in which publics actively participate in producing and sharing content. To maintain the trust of publics, influencers must follow Federal Trade Commission guidelines and disclose their partnerships with organizations clearly and conspicuously, using a hashtag like #ad or #sponsored at the beginning of a post or superimposed on a story. You as a customer (or student or patient, etc.) The campaign video amassed more than 65 million views across social media and Icelands owned channels. Pitching When a public relations person approaches a journalist or editor to suggest a story idea. 11.7 Identify legal concerns 11.2 Apply principles of free 11.5 Summarize the role of speech and the First Amendment to the practice of public relations. 3. GoPros YouTube strategy is a good example. Jerry Hendrix, Darrell Hayes and Pallavi Kumar, Public Relations Cases (Boston: C engage Learning, 2013). Divergence 63 Advertising value equivalency (AVE) A calculation of the value of news or editorial coverage based on the cost of the equivalent amount of advertising space or time. you do in getting ready to tell the story. (eBook PDF) School Public Relations for Student Success He also chaired the Client PR Committee for the American Association of Advertising Agencies (4As). ), and punctuation (. or !!?). Although experts havent yet agreed on a single definition, the basic idea of IoT is that Internet of things (IoT) Global network of physical objects that are connected to one another in a way that enables them to communicate with one another and the internet at large. . I can only imagine the response I would get if I spoke with my dean in the same way I talk trash with my surfing buddies or play around with my 10-year-old after school. Industry standards empower public relations researchers to conduct research that is both transparent and replicable. These groups either have an effect on or are affected by the organization. Behavior is what matters most. 8. Three key resources to consider in any public relations budget are personnel, administrative costs and supplies, and media. This isnt to say that celebrity and social media influence doesnt have a place in legitimate public relations. 11.4 Identify common types of intellectual property and how they are protected. They can be fiercely loyal customers or even employees. Images Text may be everywhere, but the rise and power of images on social media is undeniable. Strategic decision-making means that daily action and communication tactics can be tied with specific objectives, which help achieve broader goals, which serve an organizations vision and mission. There are few things more valuable for ones professional development than seizing opportunities to immerse oneself in a foreign business community and culture. Comscore, 2017, The 2017 U.S. Media lists. Intercultural public relations Management of relationships between organizations and publics of different cultures. Brand advocate A person who is loyal to your brand and speaks favorably about your brand to others. 4. 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. minimumwage.com. take care to not post anything you think would take you out of consideration for a job someday. But heres the thingtheres some truth to each of these claims. What were the limitations? Online news feeds, blog rolls, email preview panes and leads. Slander refers to spoken communication, while libel refers to written or recorded communication that can be reproduced and shared repeatedly. Nicole Leinbach-Reyhle, Pop-Up Retailers: Must Know Details to Make Yours a Success, December 24, 2014, accessed June13, 2019, https://www.forbes.com/sites/ nicoleleinbachreyhle/2014/12/24/ pop-up-retailers-must-know-details-to-make-yours-asuccess/#615f354827e1. One of your organizations main goals may be to get Congress to create and pass a law that bans single-use plastic. In identifying an end-date for a campaign, planners make themselves accountable for specific outcomes at a specific point in time. Patience is more likely to be accorded.25 While financial information is tightly regulated, investor relations managers use many of the same channels of communication as any other public relations person. Uncertainty avoidance Cultural dimension describing the difference between cultures that are uncomfortable with 428 GLOSSARY ambiguity (high uncertainty avoidance) and those that are at ease with ambiguity. Uber, for example, committed to providing free health insurance to its 150,000 drivers in Europe. Tom Kelleher The mission is the organizations steady, enduring purpose. Media planning entails considering factors such as strategy and audience demographMedia planning ics to make sure that advertising budgets are spent wisely and in line with Choosing media channels to SMART objectives. Public Relations. Concept for Figure 12.2 comes from Michael Regester and Judy Larkin, Risk Issues and Crisis Management in Public Relations: A Casebook of Best Practice, 3rd ed. In house When public relations people are employed directly within an organization rather than working for an external agency or contracted as independent consultants. Its not designed to be a one-size-fits-all strategy,6 nor is it meant to pander to or appropriate culture. How many news organizations covered the story in your news release? The company has been good to you. out of my chair when I saw that he was getting $150 an hour for his work. Our success is measured by the happiness of the people and pets we serve, not simply by the amount of pet supplies we deliver. 6. https://www.facebook.com/judyberrysinger/ posts/10206323203051973. During a crisis, it is useful to identify (1) influential social media creators, who are among the first to identify and post about crises online, (2) social media followers, who receive their information from the influential creators, and (3) social media inactives, who receive information from traditional media and offline word of mouth. In social media, people find organizations online via links and referrals from peers or others in their social networks. 354 CHAPTER 13|GLOBAL Another example is the dimension of individualism-collectivism. How is it easier with social media? As a taxAs part of the federal government, the Bureau of Land Management in the payer yourself, youve probably been frusDepartment of the Interior hires often for public relations. False light overlaps with defamation, but a key difference is that plaintiffs claiming false light can seek damages for emotional harm caused.47 A Southwest Airlines gate agent sued a customer for social media complaints that the agent felt cast her in a false light. Pursuing communal relationships may not on its own be enough to sustain most organizations in their missions, but when excellent public relations builds and maintains solid relationships in coordination with other organizational units doing their jobs well, the whole organization thrives. But when independent sourcessuch as tweeters, magazine columnists or newspaper reporterspresent your product in a positive light as part of a tweet, column or news story, their opinions might carry more weight for the very reason that they dont come from the same party who is trying to profit from p roduct sales. Guidelines for handling comments will make it transparent to both bloggers and readers which comments will be deleted and why. Interestingly, Defren still had some ethical concerns and questions (about whether some people would still be duped despite the every-10th-tweet approach), and was courageous enough to post the whole case as well as his follow-up concerns in a very public blog entry inviting feedback. How do Share a Coke cans reflect Coca-Colas understanding of cultural dimensions? From features and factual news to tweets and texts, this chapter will cover some of public relations most common writing assignments. The Barcelona Principles provide useful instructions for keeping it real when it comes to metrics (i.e., measurement), analytics (i.e., analysis) and evaluation. Just because data are available doesnt mean they are useful. In places such as Asia, there has always been an imaginary line between journalism and branding. shares a trending meme, it is curating content. While essential for professional practice today, they have been at the heart of good public relations since long before Facebook, Twitter and LinkedIn. So low, she wrote in a letter to Yelp CEO Jeremy Stoppelman, that she could afford to eat only free food at work and from a 10-pound bag of rice at home. They sued Musk for misleading investors and manipulating stock prices. Microchips are assembled with 98 CHAPTER 4|REL ATIONSHIP MANAGEMENT touch screens, microphones, optical devices and so on. 44. https://twitter.com/Codeybab/ status/979149482268024834. such as Timothy Coombs. Name an organization that you believe lives up to high standards. Multipliers Formulas applied to circulation or other media reach numbers based on assumptions that more than one person will be exposed to each copy of a message or that being covered as part of a news story is more valuable than paid advertising in the same media space. While it is Part of an employment contract that healthy and competitive to shift your loyalty to your new organization restricts employees from working when you get a new job, what does that mean for your loyalty to your prior for competitors or sharing competitive information such as trade employer and coworkers? SUMMARY 2.1 Analyze public relations models on oneway/two-way and asymmetrical/symmetrical dimensions using examples and key figures from history. Your bounce rate is 70 percent and your conversion rate is 15 percent. Dialogic public relations facilitates a fairer balance of power, and the growth of the internet and social media as tools for public relations has led a number of public relations scholars to focus on the concept of dialogue as an ethical guidepost. Apple Computer Inc. is as big a player as any in the global arena of mobile, multimedia, big data and the Internet of Things. Snackable content Easy-to-consume pieces of content that are available on the go. Strategy Underlying logic that holds a plan together and offers a rationale for why it will work. LinkedIn, for example, sells ads that will appear on profile pages, in users inboxes, on search results pages and in LinkedIn group pages. . Macron Hosts CEOs at Tech for Good Summit in Paris, France 24, May 23, 2018, www.france24.com/ en/20180523-macron-hosts-ceo-tech-good-summitparis-zuckerberg-facebook-microsoft. Then, when shes ready to illustrate the value of her campaign, our public relations pro can compute a dollar value for all the publicity andvoila!she shows success. Evaluation should not be limited to just looking at what was done but also how we can help our organizations grow in the future. 23. information laws, called sunshine laws, Why does the U.S. government invest in making this information available? Culture, politics, the economy and media all affect the way we practice public relations globally both within and across national borders. In what ways is it is easier for small organizations to live up to environmental and social justice promises? Tom Kelleher. 73. 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. Crowdsourcing a definition Principled public relations management Tell the truth Prove it with action Listen to the customer Manage for tomorrow Conduct public relations as if the whole company depends on it Remain calm, patient and good-humored CASE STUDY: HOW CROCK-POT FOUGHT FIRE BY KEEPING ITS COOL Realize the company's true character is expressed by its people Why ethics matter Reasons for studying ethics Competing duties A guide for ethical decision-making CASE STUDY: "TWEETING UNDER FALSE CIRCUMSTANCES" VOICES FROM THE FIELD: KATHY FITZPATRICK Codes of ethics Criticisms of codes Advantages of codes Professional associations IN CASE YOU MISSED IT Summary Discussion questions CHAPTER 2: Public Relations Models Through the Ages Public relations models in history Press agentry/publicity CASE STUDY: A TALL ORDER: GAINING ATTENTION AND PUBLICITY IN THE MARKETPLACE OF IDEAS Public information CASE STUDY: EDWARD BERNAYS' "TORCHES OF FREEDOM" Two-way asymmetrical communication Two-way symmetrical communication A broader social history of public relations Religion Education Politics and government Major motivations for public relations Recruitment Legitimacy Agitation Advocacy Profit VOICES FROM THE FIELD: KAREN MILLER RUSSELL Ethics: transparency, objectivity and advocacy IN CASE YOU MISSED IT Summary Discussion questions CHAPTER 3: Convergence and Integrated Communication Convergence Technological convergence Cultural convergence Economic convergence Professional convergence Divergence Advertising Marketing Integration Integrated marketing communication Hybrid functions CASE STUDY: RED BULL'S CONTENT MARKETING STRATEGY CHAPTER 4: Relationship Management Managing relationships Taking care of relationships Key outcomes of relationships News-driven relationships Media relations Pitching Commerce-driven relationships B2C B2B Employee relations CASE STUDY: PUTTING MONEY WHERE THEIR MISSION IS: MEDTRONIC REBUILDS AFTER HURRICANE MARIA Investor relations Issues-driven relationships Nonprofit organizations When publics are organizations and organizations are publics VOICES FROM THE FIELD: ROB CLARK Ethics: corporate social responsibility and loyalty CASE STUDY: COCA-COLA AND CORPORATE SOCIAL RESPONSIBILITY IN CASE YOU MISSED IT Summary Discussion questionsSECTION II STRATEGY CHAPTER 5: Research Research in the RPIE cycle Formative research Summative research Situation analysis Situation research Organization research Publics research CASE STUDY: APPLYING THE SITUATIONAL THEORY OF PUBLICS: NET NEUTRALITY Quantitative research Surveys Experiments Content analysis Qualitative research Interviews Focus groups Direct observation Secondary and primary research Formal and informal research Reliability and validity Trade-offs in research design VOICES FROM THE FIELD: MEGAN KINDELAN Ethics: doing the greatest good for the greatest number of people IN CASE YOU MISSED IT Summary Discussion questions CHAPTER 6: Planning A hierarchy of outcomes Tuning in Attending Liking Comprehending Learning Agreeing Remembering Acting Proselytizing Using McGuire's hierarchy of effects for planning Strategic planning CASE STUDY: GLOBAL HANDWASHING DAY: GOALS, OBJECTIVES AND OUTCOMES Timelines Formative research Client/management meetings Action and communication tactics Production of media and communication materials Events Evaluation Budgets Personnel Administrative costs and supplies Media and communication expenses VOICES FROM THE FIELD: NATALIE ASOREY Ethics: beware of zombies; enhance the profession Define the specific issue/conflict Identify internal/external factors Identify key values Identify the parties involved Select ethical principles Make a decision and justify it IN CASE YOU MISSED IT Summary Discussion questions CHAPTER 7: Implementation Taking action CASE STUDY: PULLED PORK: CHIPOTLE'S CHALLENGE TO ACT ON ITS PRINCIPLES Choosing channels Controlled and uncontrolled media Owned, paid, shared and earned media Owned media Paid media Shared media Earned media Mixed media CASE STUDY: PUPPIES AS PUBLICS?