public relations 2nd edition tom kelleher pdf
In communication strategy, sharing can GoPros YouTube channels have millions of subscribers. MICROBLOGS AND SHORTER FORM Microblogging, according to Oxford Dictionaries, is simply a social media site to which a user makes short, frequent posts. Under that definition, you can count Instagram, Facebook, Twitter, Snapchat, and Chinas Weibo, which had reached nearly 500 million users by the end of 201826, as microblogging platforms. As discussed in Chapter 3, the General Data Protection Regulation (GDPR), a European Union regulation to protect individuals privacy, immediately became an issue of global impact beyond Europe when it went into effect in 2018. Victim Crises When publics see the organization as a victim, they assign minimal responsibility for the crisis to the organization. The money is only a means to an end. Which other publics besides employees and media are important in your work? Ethically balancing loyalties is one of the toughest jobs of public relations managers. Duty to the Profession: Botching this job with poor ethical decision-mak- ing would have not only discredited Defren, it also would have reflected poorly on the whole field of public relations. The same goes for organization-public relationships. Programmatic media buying commonly occurs via computer-run, real-time auctions. Average Communications Specialist Salary, Payscale. When in doubt about your ownership rights of social media content, check the providers terms of service. KEY TERMS Ethics 16 Accredited business communicator Feedback 10 (ABC) 24 Accredited in public relations (APR) 24 Flaming 14 General public 2 Authenticity 7 Integrated communication 15 Conversational voice 14 Listening 10 Crowdsource 6 Management function 11 Deontological ethics 21 Nongovernmental organization (NGO) 2 Distributed public relations 15 Organization 2 Dominant coalition 17 26 CHAPTER 1|PRINCIPLED PUBLIC REL ATIONS Proactive 10 Public relations 3 Publics 2 Reactive 10 Social media influencer 7 Spin 7 Transparency 8 Two-way communication 10 C HAP TE R 2 Public Relations Models Through the Ages Promoting burgers on the menu of a restaurant chain famous for its pancakes is a tall order. . The 2019 On World Press Freedom Day, protestors in the Philippines march for press freedoms and democratic rights. . 17. https://memeburn.com/2015/09/instagrammerskye-grove-suspended-from-cape-town-partnershippending-investigation/. Ventimiglia ruminates on what it means to gather with friends and family on a Super Bowl weekend. This thing has got to weigh at least 55 pounds. In reality, my bag weighs the same at the airport as it did at home, but my guestimate is not reliable. Mobile media offer the opportunity to engage publics almost anywhere they go, provided they opt in to communication that they feel is worthwhile. Theres no one who wants this over more than I do. The only benefit companies get from these traditional, lengthy press releases is coverage, because many news websites publish feeds from PR Newswire or Business Wire. 29. A meme is multimedia because it combines images and text. An evidence-based, real-world perspective on the contemporary practice of media relations. The second part adds personality and, for a large alumni network audience that may be helpful in Joshs career building, highlights an important affiliation. DISCUSSION QUESTIONS 1. Compensation is another classic rebuild strategy. Qualitative Research 137 Secondary research Collection, summary, analysis or application of previously reported research. Thats a longer story that F innegan covers too, offering Slater a chance to address the concerns proactively: The next iterations of the pool might be different. 242 CHAPTER 9|WRITING Writing for Social Media With social media, people find organizations online via links and referrals from other people. Many, many other factors come into play. 2. Teachers in Los Angeles participate in an organized protest. It backfires, and you get called out on it. In the introduction to Chapter 5, we described research as a cyclical process. The NBA 2K story ended up all over the world in all kinds of media, including national newspapers and online-only media like ESPN.com. That said, some of the major categories are healthcare, sports and entertainment, political and public affairs, financial and entrepreneurial, consumer and international public relations. By the end of the first decade of the millennium, billions of video streams were being watched by hundreds of millions of unique users each month, and the largest video service by far was YouTube. 3. Mission statement A formal statement of an organizations steady, enduring purpose. Facebook likes and shares, retweets, email forwards, claps on Medium. Michael Grimaldi, RE: Nextdoor, PRSA Open Forum, May 3, 2019, accessed August 26, 2019, https:// connect.prsa.org/. The FDAs regulations are likely to affect how your organization communicates with its publics. How has the U.S. imported or exported public relations as a practice? Instructors can easily deploy these in face-to-face or online teaching as writing assignments or discussion starters that connect student learning outcomes with current events and technologies. When readers and users have the opportunity to become part of the storytelling process, stories have a better chance of going viral. What can students do to prepare for international and intercultural public relations assignments in advance? 6. Reprinted in Paul Marris and Sue Thornham, Media Studies: A Reader, 2nd ed. Diversity and inclusion is critical to the success of our business, said Chairman and CEO Thomas J. Falk in the news release.26 With global brands like Huggies, Kotex, Kleenex, Scott and Pull-Ups, it didnt take advanced analytics to understand that many of Kimberly-Clarks most important publics are women. Name an organization that would be interested in that information for public relations purposes? QSR Magazine reports that 6 out of 10 restaurant digital orders are on mobile apps. Identifies potential risks to the organization or client. 414 NOTES CHAPTER 12 1. http://www.davecarrollmusic.com/music/ubg/story/. The Daily Beast reported that question tweets are a popular trend: Theyre open-ended. Tom Kelleher, Public Relations, 2nd ed. In fact, doing so may indicate that your content was not produced for mobile and social media (a classic example is when an organization takes a 30-second TV commercial and posts it on Instagram, though the ad wasnt created for that platform or its audiences). But your new employer requires you to sign an agreement that any social media accounts you use for any tasks related to your job may be accessed by the company. If anything, technology would better prepare diverse communities if they did have more awareness of public relations as a job option. 5. Pramath, EA Play 2018 Was One of the Worst Press Conferences of All Time, G amingBolt, June 9, 2018, accessed June 13, 2019, https://gamingbolt.com/ ea-play-2018-was-one-of-the-worst-press-conferencesof-all-time. Creative Commons licenses allow content creators to designate the specific types of permissions they wish to allow. Then the solution: The Buffalo Bicycle changed all of that. Buffalo Bicycles are rugged bikes manufactured in Africa for the World Bicycle Relief Organization. Media relations is a good example. In addition to food and drugs, the agency regulates the business of (and communication related to) medical products, animal and veterinary products, cosmetics and tobacco products. Social media must be used with a clear understanding of their role in the communication process. At other times, the tools of advertising and marketing may be used as tools for public relations. By definition, public relations is building and maintaining mutually beneficial relationships between organizations and publics. 30. 3. But dont go overboard to the point of ridiculous repetition. ChapEven though theyre captured by users all over the globe, photos shared on @ ter 11 discusses common copyright issues ihavethisthingwithfloors on Instagram all have one thing in common: theyre over-the-head shots of feet on really cool floors. Thats about $2,596 per column inch. Has public relations writing become easier with the rise of social media or harder? Use Goal Flow to Perform Funnel Analysis, Google, accessed June 13, 2019, https://support.google.com/ analytics/answer/1686005. The inverted pyramid also made sense as multi-page newspapers grew in size and popularity because many readers would not turn past the front page to finish reading complete stories that continued on inside pages. I was working in an unpaid summer internship during weekdays and operating a driving range golf ball picker on nights and weekends for $6.50 an hour. All else being equal, resume readers in the experiment rated applicants with less professional email addresses lower in effort, personal responsibility, conscientiousness and motivation than those with standard email addresses.9 In addition to your email address, account names, and profile pictures, remember that your narrative biography, resume items, and any accompanying graphics or images are also personal brand artifacts that represent your writing and design skills. Microchips are assembled with 98 CHAPTER 4|REL ATIONSHIP MANAGEMENT touch screens, microphones, optical devices and so on. That had a huge impact on me and how the agency perceived me. There is nothing unusual or inherently unethical with this. AP, BC-NBA 2K League-First Woman,2nd Ld-Writethru, March 5, 2019, accessed August 25, 2019, https://www.apnews.com/32f435646fff43ea8948298a 202fdb7c. Public relations people are rarely portrayed as the good guys in these scenarios. Oxford University Press is a department of the University of Oxford. deeper cultural significance. Copyrighted works are often indicated with the symbol , but the symbol is not necessarily required for the owner to claim copyright. Think about the last time you searched a hashtag on Twitter. As representatives with inside knowledge of the latest news related to the crisis, public relations people have the option of becoming influential social media creators. The actual effectiveness of third-party credibility is the subject of academic debate and very much depends on the context. In fact, hundreds of government agencies enforce regulations related to all sorts of organizations and their public relations efforts. from the University of Georgia School of Law, and a J.D. The 3,500-square-foot retail store was designed to exist for only a few months during the fall and holiday shopping season, but it featured live full-sized ficus and birch trees, giant terrariums with ferns and moss, and various weather-themed rooms including an immersive digital rain room and a blustery, photo-ready winter scene.3 This was all very Instagrammable of course. The key to avoiding plagiarism is proper attribution. GLOSSARY 427 Technological convergence (aka digital convergence)When information of various forms such as sound, text, images and data are digitized, affording communication across common media. high-context culture. See also Media relations; Newsdriven relationships advocacy discouraged in, 5152 being useful to reporters, 9697 brand, 76, 80 empathizing with reporters, 95 integrated marketing communication and, 7374 objectivity and, 51 publicity and, 69 relationship with reporters, 12 Journal of Mass Media Ethics, 52, 345 Journal of Public Relations Research, 50 Joyner, Tom, 24950 JPMorgan Chase, 388 Judicial awareness, 290, 313 Just Be Inc., 47 Just Do It campaign, 35253 Kaepernick, Colin, 95p Kaiser Health News, 301p, 3023 Kam, Nathan, 216 Kana, Ariel, 393 Kardashian, Kim, 279, 335 KC Water, 330 KD/PR Virtual, 121t Kelleher, Tom, 233p, 249p Keller, Andrew, 381 Kelly Slater's Shock Wave (Finnegan), 23134 Kelly Slater Wave Company, The, 23234, 233p, 234p Ketchum, 59, 121t, 213, 382, 389 Kevo deadbolt, 66, 67, 178 Keywords, 46, 65, 208, 212, 24647, 267 Keyword stuffing, 247 Kimberly-Clark Corp., 19697, 197p Kim Jong Un, 32 Kindelan, Megan, 142 King, Bernice, 215 King, Martin Luther, Jr., 267 King's College, 43 Kirtsaeng, Supap, 289 Kirtsaeng v. John Wiley & Sons, Inc., 289 Kraft, Robert, 336 Kwi, 121t Kwikset, 66, 67, 179 Landscape orientation (video), 274 Las Vegas Color Run, 163p Late Late Show with James Corden (television program), 258 Latent content, 13536 Latent publics, 128, 129, 132 Latino Rebels, 355 Lead delayed, 235 direct, 23637 Learning (hierarchy-of-effects model step), 15253 Legal issues, 288318 data use, 81, 82 defamation, 290, 29495 free speech, 29194, 298, 3079 intellectual property (see Intellectual property) privacy, 31013 protecting publics, 3059 public information, 3045 Legislative relations, 109 Legitimacy, 4546 LEGO, 70 Level of involvement, 129 Levi's, 9 Lewis, Wendy, 156 Li, Tiffany, 82 Libel, 294, 303 Licensure, 23 Likert-type items, 212, 212f Liking (hierarchy-of-effects model step), 15152 Linear story arcs, 275 LinkedIn, 186, 271, 315f, 316, 376, 379 Links, 24748, 303 Lion Air, 337 Listening defined, 10 social, 26367, 277 visual, 26467, 277 Listicles, 226 Little Italy Restaurante, 32324 Live streaming, 274 Lobbying, 109 Localization, 364, 364p Lockheed Martin, 18889, 189p London Business School, 357 Longer form (writing), 24345 Long-term orientation, 354, 354f Looping videos, 275 Love Cobain, Courtney, 294, 295p #LOVEISON, 61p Low-context cultures/communication, 35253 Lowe's, 70 Lowy, Ben, 232 Loyalty, 16, 19, B2 corporate social responsibility and, 11114 defined, 195 diversity and, 195 job changes and, 39495 Luquire George Andrews, 343 Macron, Emmanuel, 367 Macy's, 186 Maine Public Relations Association, 24 Makalima-Ngewana, Bulelwa, 297 Make-A-Wish Foundation, 28182 Management by objectives (MBO), 162 Management function, 11 Managing Public Relations (Grunig and Hunt), 3, 28, 87 Marketing, 6570 content, 7476, 80 defined, 6566 divergence and, 6570 four P's of (see Four P's of marketing) inbound, 74 PR and advertising integration with (see Integrated marketing communication) PR compared with, 7778, 77t, 79 Marketing mix, 6670 Market research reports, 13233 Market skimming, 6667 Marriott International, 283 Martin Luther King, Jr. National Historic Park, 190p Masculinity-femininity (cultural dimension), 354, 354f, 356 Mashable, 75 Massachusetts Summer Legislative Intern Program, 388p MasterCard, 36567, 366p Material information, 33, 309 McCorkindale, Tina, 21920 McDonald's, 18, 58, 79, 15657, 156p, 17071, 186, 26062 McDonalidization, 58 McDowell, Gayle Laakmann, 393 Measurable objectives, 160 Measurement, D1, 21819. . Oxford University Press. SMART objectives make it clear when, what and how evaluation should be conducted. . These and many other responses invited users to DM us with any questions, and wed be happy to tell you more about our safety standards!24 12 CHAPTER 1|PRINCIPLED PUBLIC REL ATIONS Then Crock-Pot won the internet when NBC released a pre-Super Bowl promotional message and hashtag (#CrockPotIsInnocent) across all its online platforms. What were the risks and benefits in the court of public opinion? Barcelona Principles 213 Case Study Gillettes We Believe Campaign Gauged by More Than Just Numbers When razor company Gillette introduced a minute-and-48-seconds-long commercial titled We Believe: The Best a Man Can Be across all its social channels in 2019, it struck a chord. Likewise, even the most interpersonal channels can reach external publics. 25. https://www.shiftcomm.com/ blog/2014-will-be-the-year-of-brand-journalism/. otivations for strategic m communication in history. CASE STUDY In the Gillette case, a P&G executive said, Its important to distinguish between actual consumer sentiment and some of the social media reaction that does not represent the majority opinion. What are the limitations of gauging majority opinion from responses on social media like Twitter, Facebook and YouTube? Suzanna Caldwell, Anchorage Restaurant's Facebook Defense of Employee Wins Viral Support, Anchorage Daily News, September 28, 2016, accessed June 18, 2019, http://www.adn.com/article/20151112/ anchorage-restaurants-facebook-defense-employeewins-viral-support. 4. Understands impact of organizational governance. From a strategy standpoint, though, the most interesting part is that there is no mention whatsoever of the Red Bull beverage product unless I seek it out. Offering great case studies and a well-integrated discussion of ethics, it is a strong choice for intro classes."--S. 9. If you were to buy followers as part of a public relations strategy, would you want people to know? The pictures she posted of a bottle of Bulleit Bourbon that had been delivered to her didnt help her case in the court of public opinion either. When public relations strategists explore census data, read market research reports, search for blogs or news stories on the web or review research from past case studies, they are conducting secondary research. Uses and Gratifications of Media In developing strategy for mobile media, consider asking what people are doing with mobile media instead of what mobile media will do to people. P&G pays more for household product advertising than any other company in the world and uses that leverage to push for even more convergence among its agencies. Value gaps tend to diminish because investors believe management can accomplish what it says. The methods for research outlined in Chapter 5primary and secondary, quantitative and qualitative, formal and informalare all ways to monitor the environment. What fears, concerns or misconceptions do potential donors have? 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. Now in its second edition, Health Communication: From Theory to Practice What are the benefits of social and visual listening? If you mention beach umbrellas 15 times in two paragraphs, youll come across as annoying to human readers, and the computers will figure out your trick too. Behavioral outcomes include purchases, donations, healthy activities, volunteerism, public policy actions, financial investment and so on. that stipulate which documents and Sunshine law State law that stipulates which documents and records must be open to the public and which meetings and events must be open. Organizations may offer products, services or money to help make amends with publics. Michael M. Grynbaum, New Yorks Ban on Big Sodas Is Rejected by Final Court, The New York Times, June 26, 2014, accessed May 21, 2019, http://www.nytimes .com/2014/06/27/nyregion/city-loses-final-appeal-onlimiting-sales-of-large-sodas.html?_r=0. Surveys and experiments are common methods for quantitative research. What is the role of public relations in that relationship? Social media emerged as alternatives to mass media at the same time that we moved from seeing public relations as an overwhelmingly mass-mediated phenomenon to a more conversational, relationshipbuilding one. Im confident that there is significantly more binge drinking in D.C.s Ward 2 than in Shelby County, Tennessee. Stealing thunder Crisis response strategy in which an organization exposes its own problems (and works to address those problems) before opponents have the opportunity to do so. Public relations people have to be very careful with that trust. Employees who returned to work in the days after the storm were greeted with a simple sign at the gate that said, Come help us. Hundreds of workers returned right away to help with the cleanup. So the first priority was internal communications to our own people. Budgets are tight at BLS and across the federal government, and this news alert system is better than some of the media monitoring Ive paid for in the past. Once the licensor has agreed to the terms, the Creative Commons tool generates a nifty little graphic and link, which will clearly indicate the permissions that the licensor can use to post on a web page. Monologic communication Communication in which one party attempts to impose its view on others. out of my chair when I saw that he was getting $150 an hour for his work. RELATED UNIVER SAL ACC REDITATION BOARD COMPETENCY AREAS 1.2 RESEARCH (APPLIC ATIONS) 1.8 IMPLEMENTATION 2.2 ETHIC AL BEHAVIOR 2.4 PRIVAC Y ISSUES 2.5 OTHER LEGAL ISSUES 6.5 NET WORKS E Selective attention ven in the days when most news was printed on paper, when tweets Process of filtering information by were sung by birds, when a snap meant something had broken, and focusing on some stimuli in the when chatting was something you did with the person in front of you, environment while ignoring others. One of the benefits of converged, multiservice agencies is that they can integrate communication functions strategically. 2. support of profitable exchange. We Objectivity State of being free from the influence of personal feelings or opinions in considering and representing facts. Historians, and Bernays himself, also made it clear that his work was produced in partnership with his wife Doris Fleischman, who retained her last name throughout her career. Identify a specific CEO or celebrity on social media who you suspect does not write all of his or her own posts. But we know from Chapter 5 that qualitative research is also important in understanding public relations outcomes. Public Relations, Second Edition, presents a clear, engaging, Mrs Pargeter discovers the skills by which Public Relations can make evil look good in the latest wickedly entertaining, , , . The earlier you uncover an issue, the more options you will likely have for dealing with a situation. Thats because economic systems and conditions, including poverty and literacy rates, affect the public relations industry both at home and abroad. Impact: Reduced prevalence of illness among children younger than 5years old living in the household observed. Which one is least newsworthy and why? Select an organization to which you belong (could be a club, school, place of employment, etc. This is especially important because approximately 80 percent of images shared on social media that include brand logos do not directly mention the brand in the text.25 In fact, a study by social media listening and analytics company Talkwalker found that Starbucks would miss more than 30,000 logo mentions each week without visual listening.26 The only way to know if and how your brand is being talked about is by understanding the context of the image. There was no ducking this disconnect. For example, researchers who surveyed a sample of Polish university students with questionnaires administered in lecture rooms found that 19percent had considered blood donation and that 37.9 percent had not decided about donating blood or had never even thought about it. However, according to USA Today, millions of them were fake submissions, many sent by bots, and nearly a half-million comments came from Russian email addresses.17 Despite the loss, many activist organizations such as Free Press, Fight for the Internet, and the Free Press Action Fund continue to fight for net neutrality by working to sustain grassroots campaigns. Identify an organization that is really good at high-context communications and compare that organization to one that is really strong in lowcontext communications. Look at your phone for actual icons that are artifacts of brands. Curated Content Social media users can experience adventure through the GoPro lens with GoPros Photo of the Day on its Instagram page. Story placement The outcome of a successful pitch, when a story involving a public relations practitioners organization or client is covered in the news media. As with print media, advertising sales representatives from radio and TV stations can give you quotes for media space (e.g., a 30-second spot during prime time). Abiding by such standards helps practitioners maintain their independence as counselors in presenting research with integrity. In fact, Facebook featured BarkBox as a prime example of how the platforms news feed, along with Facebook video ads, Facebook Marketplace, and other Facebook research and measurement tools generated conversions from views to subscriptions. Sage Quiamno, a 2013 public relations graduate of the University of Hawaii, describes herself on her LinkedIn profile as follows: Sage Kealohilani Quiamno is the co-founder of Future for Us, a platform dedicated to advancing womxn of color at work through community, culture and career development. Do you think they are SMART? Henry Ford and Samuel Crowther, My Life and Work (Sydney: Cornstalk Publishing Company, 1922), 72. A research methods course will help you design and evaluate research for reliability and validity. Researches and addresses the cultural preferences and/or needs and barriers to communication of target audiences. Glossary A/B testing Experiment in which one group of participants is randomly assigned to see one version of a message and another group is randomly assigned to see a second version. As university foundation officials stand at podiums across the globe in caps and gowns each year and plead with new graduates to remember their alma maters as they move on and start earning larger paychecks, these school officials hope 42 CHAPTER 2|PUBLIC REL ATIONS MODEL S THROUGH THE AGES that commencement acts as the start of a beautiful friendship. But not everyone liked the ad. At one time most music was purchased in the form of tapes and disks, and people went to record stores to buy albums. How about your social network on Facebook or LinkedIn? While those managing an organization may hear whats being said about the organization in the news, at the water cooler, online or out on the street, real listening means considering what the feedback means for the organization and what can be done about it. Concerned about his $3,500 Taylor guitar, Carroll immediately brought the issue to the attention of a flight attendant. SAMHSA funds a national survey on drug use and health that involves interviews with a random sample of nearly 70,000 Americans aged 12 or older. And they can get expensive. Around the third day we devised a strategy to use PR to turn the situation in our favor by inviting the news media to cover the hundreds of people who were lining up to apply for positions as replacement bus drivers. At times, we must draw attention, but we dont want to cheaply bait readers with fluff or spin. In my hand I held a phone, a compass, a GPS, a camera, a calculator, a news reader, a video recorder, a voice recorder, an audio player, a TV and an app store that would let me turn the thing into my own portal to Twitter, Facebook, LinkedIn or 56 CHAPTER 3|CONVERGENCE AND INTEGR ATED COMMUNICATION any other social network service I wanted.