public relations 2nd edition tom kelleher pdf

So if youve graduated high school, we should be OK. digital content and However, this little bit of message testing reminds me to try to keep my messages. 9. As a result, we published an item in our customer newsletter, inserted with all bills, about how water meters work. Include important factual information that journalists would need to support the main points of the story. According to Hanson, PR folks are asked to manage social ad campaigns all the 390 CHAPTER 14|CAREERS time, and this requires knowledge of paid media services for platforms like Twitter, LinkedIn, Facebook and Instagram. But Fox also held that TVEyes was illegally exploiting their content for profit, and Fox sued TVEyes for copyright infringement. Which one is least newsworthy and why? 29. https://www.prsa.org/ethics/code-of-ethics/. Corporate social responsibility (CSR) Companies commitment of resources to benefit the welfare of their workforce, local communities, society at large and the environment. Impacts are the broadest and furthestreaching results of public relations efforts. Google calls it keyword stuffing, and warns against filling your pages with duplicate words because it results in a negative user experience, and can harm your sites ranking.29 HEADLINES, PAGE TITLES AND DESCRIPTIONS In print media, headlines capture attention and make the difference between whether someone reads a story or not. While you may serve as an advocate for your organization, traditional news media and social media influentials will no doubt serve to advocate for the interests of larger society. If you work in public relations and are involved with IPOs or the creation or dissemination of financial reports, you will undoubtedly have access to material information. 21. Public relations practitioners use research not only to inform their own thinking and strategy, but also to inform and persuade their organizations and publics. Strategyand a whole lot of courage. PRSA and IPRA are two major professional organizations offering codes of ethics. In the early 1990s, at the dawn of this digital age of participatory media, Bob Lauterborn called for a shift of thinking about the functions of advertising, marketing and related communication functions. No doubt you already have experience creating and communicating with mobile and social media. Monica Mercuri, Spotify Reports First Quarterly Operating Profit, Reaches 96Million Paid Subscribers, Forbes, February 6, 2019, www.forbes.com/sites/monicamercuri/2019/02/06/ spotify-reports-first-quarterly-operating-profitreaches-96-million-paid-subscribers/#4d2b381a5dc9. 3. It was a tremendous stroke of good fortune for me when the University of Florida was able to hire Natalie as a lecturer here at about the same time as I began working on the second edition. If so, pick the one job that appeals to you most. After a crisis hits, it is much harder to engage in thoughtful dialogue with publics about what an organization can and should be doing. This isnt a market. 2.4 Discuss the ethics of transparency, objectivity and advocacy. social media in particular in the ecology of crisis situations, public relations scholars Yan Jin, Brooke Fisher Liu, Julia Daisy Fraustino and their colleagues have developed a social media crisis communication model (SMCC) that highlights the interaction among social media, traditional media and word-of-mouth communication in crisis situations. ISBN-13: 9780190925093. . 51. 8. Public Relations and Culture 357 Build fluency in intercultural public relations with a combination of head (cognition), body (behavior) and heart (emotion/ motivation). It is easy to imagine how the research would be useful in strategic planning for anyone practicing public relations in any one of these organizations. Do something. For example, the list may start with what should be done 611 months before the event, include monthly and weekly tasks leading up to the event, and end with what needs to be done in the days and weeks after the event has passed (Figure 6.5). . Good public relations is based much more on what an organization does than on what it says. Ask people outside of the field of public relations what public relations is and youll get very different answers. At Wylie Communications, we feel that this clich might make us vomit. 3. How might this sort of relationship have influenced their work? Why? Develops culturally and linguistically appropriate strategies and tactics. In Doing Ethics in Media, Jay Black and Chris Roberts present a particularly sticky example that they developed as a hypothetical case study from real-world, firsthand experiences.55 In the scenario, you work as a public relations officer for a big mill operation in a small town that is facing tough economic times. be in compliance with GDPR? 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. 5. Owned, Paid, Shared and Earned Media Another way to think about the spectrum of media options is in terms of owned, paid, shared and earned (Figure 7.2). Victim crises happen when publics perceive that the organization has done nothing wrong (e.g., natural disasters, sabotage, terrorism, product tampering). Many textbooks have presented wellknownhistorical events like the Boston TeaParty as examples of early public relations, even though no one at the timewould have thought to call it PR. That also happens to be, in a way, the essence of language.5 The debate over listicles draws our attention to the challenges of public relations writing in a time when so much of what people read appears in short bursts via endless social media newsfeeds. Technological Convergence We may be seduced by the idea that one day all of our media needs will be met with one elegant device. Whereas content creation is generally focused on a one-to-many approach, where organizations reach multiple people with the same message, community management is generally focused on one-to-one communication.54 Successful community management begins with thorough social and visual listening, discussed earlier in this chapter. Remember that the URL also shows up in search results pages, and many people decide whether to click based on the URL structure. 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. Media monitoring services enable the analysis of social media content that is actively produced, discussed and shared by publics online. Word-of-mouth marketing should be credible, respectful, social, measurable and repeatable. Catherine Foster, Canisius College, "This text is perfect for undergraduate students. Other programs include multiple events. External factors may include the threat of litigation, business competition, political support, and the size and power of publics. It also has sponsored events including the CMA Fest in Nashville. The classic Mickey Mouse ears became a means for social good with three easy steps: snap, share and smile. In their text Strategic Communications Planning, Brigham Young Universitys Laurie Wilson and Joseph Ogden write that a core problem statement can be written in a single sentence.5 Others recommend a paragraph or two. Contains highlighting and/or writing. 22. Page acknowledged that the purpose of public relations isnt to try to answer every little complaint, because you cant run around and put salve on every sore that appears in the world. This is good news for those monitoring online product reviews! Whether you raise your hand at work to question a particular issue you see as unethical depends to a great extent on your personal and professional courage to do the right thing. The lack of critical thinking has stunted curiosity for many who are only thinking about whats in front of themliterallytheir smartphones! As the years go by, my family and I seem to be losing the war against technoclutter. Addressing Total Market Research Initiative, Culture Marketing Council, 2014, http://www.culturemarketingcouncil.org/Portals/0/Research/Total%20Market/ Total%20Market%20Round%20Tables%20Report%20 April%202014/AHAA%20Total%20MarketRoundtable%20Reports%20for%20AHAA%20 Conf%204-28-14.pdf. Uncertainty avoidance Cultural dimension describing the difference between cultures that are uncomfortable with ambiguity (high uncertainty avoidance) and those that are at ease with ambiguity. But what if someone buys textbooks that were printed and first sold in Thailand at a much lower cost and then ships the books to a relative in the United States or sells them online to students in the United States at a higher price? This kind of Public Relations without we recognize teach the one who looking at it become critical in imagining and analyzing. How did Gillette evaluate itscontroversial campaign? Gialopsos said later in an interview that this wasnt the first time a customer had called about the driver, but that normally when she explained the situation, customers were understanding. The other 95 percent is spent writing, researching and strategizinga lot behind a computer. We seek to enrich the human condition through collaboration, teaching, mentoring, scholarship, experiential learning, creative inquiry, scientific discovery, outreach, and public service.10 Mission statements, vision statements and other key publications give researchers a sense of the organizations values and culture. Taglines, tweets, brand logos and text messages are examples of highcontext communication because success in this type of messaging depends so heavily on the context and the meaning assigned by the people involved. information laws, called sunshine laws, Why does the U.S. government invest in making this information available? See International Public Relations Association IRS, 59 Issue, defined, 106 Issue life cycle, 32428, 325f Issues-driven relationships, 1049 Issues management, 32433, 34344 defined, 324 proactive, 32833, 329t It Can Wait campaign, 120p Items (unit of analysis), 135 It's a Tide Ad (commercial), 5960, 60p iTunes, 67 IW Group, 79 James, Lejuan, 280p James, Saint, 48 Jane, Talia, 39293, 392p Japan National Tourism Organization, 3 Jenner, Kylie, 7, 279 Johnson & Johnson, 334 John Wiley & Sons Inc., 289 Jonas Brothers, 258 Journalism. Music directors know how each instrument plays in their ensembles. Evaluation of how one issue was managed informs the first efforts of monitoring for the next one. Moreover, these men clearly were not the only ones innovating in public relations. But Im a little less confident in how well the data from a self-report drinking survey represents the complexity of alcohol use and abuse. Cited in Lamme and Russell [see note 42], 288. governed by monarchies and authoritarian regimes.41 However, it does suggest that public relations professionals should candidly consider the role of politicsand how it can inform and affect their effortsin the countries in which they work. 48. What does that organization do well in the relationship? How do you think it affected their sales? Baker was the first African American public relations professional to gain national prominence for winning blue chip accounts with national clients like DuPont, U.S. Steel, Chrysler, Gillette, and Procter & Gamble. However, many of the most important results of issues management stem from the crises prevented, or negative outcomes averted. Why is AP Style important for public relations writers? Online video may be the first format that comes to mind, but audio shouldnt be overlooked, either. But how trust played out in each of the 26 markets varied; people in China and Indonesia were the most trusting of media, while those in Russia and Turkey were the least trusting. But rather than applying a news story or feature narrative style, they focus more on the delivery of useful information. The campaign video amassed more than 65 million views across social media and Icelands owned channels. Media Monitoring Services Monitoring media is another area of evaluation that has sped up considerably in the digital age. Loose Leaf : 464 pages. SMCC emphasizes that these sources are not mutually exclusive. clicking through from social media links or following hashtags such as #NetNeutrality were greeted with a call to action: Stop the Trump administrations attack on the open internet! and an Act Now button. 26. Traditionally news releases (aka press releases) have been issued to news media with the intent of publicizing the information to the news organizations readers, listeners or viewers. 62. Even small organizations communicate regularly across national borders.36 Global professional associations, like the International Public Relations Association and the Global Alliance for Public Relations and Communications Management, offer guiding principles and provisions of conduct that can be applied by public relations professionals across the globe. And how you define it determines how you measure it. How many students were observed washing their hands? Across the globe, the programs core concept of inviting startups to tackle financial tech challenges remains consistent; yet, the challenges are uniquely tailored to each local region. Of course, mere awareness is only part of the process of advocacy. You may obtain that information from further quantitative data (number of actual convictions or data on property loss) or you may obtain it from qualitative research (in-depth interviews with law enforcement, riding along with police on their beats, etc.). Another common goal, which often emerges after students do some initial research, is retaining volunteers. 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. Fair Use If youre essentially selling someone elses property for a profit, chances are they are going to want a cut. Sometimes similar themes, colors, filters or typography can do the trick. Implementation 7. . How does someone become a crisis communication expert? Here are a few tips from the chapter to help you think about what public relations people do, just in case anyone asks! Identify internal/external factors (e.g., legal, political, social, eco- nomic) that may influence the decision. Jay Black and Chris Roberts (eds. 11.6 Identify key federal agencies responsible for regulating communication to protect publics. Billboard described Bad Bunnys performance as part of a seemingly unprecedented number of Latin acts on this years Coachella roster.3 That same year, BTS made history as the first K-pop (Korean pop) group to perform on Saturday Night Live.4 In the box office, movies like Black Panther and Coco have gone beyond representationtheyve celebrated and honored culture. Karen Quintos, Chief Customer Service Officer at Dell, explained the power of social listening for the company: Through Dells Social Media Listening and Command Center, we aggregate and find our way through the 25,000 conversations about Dell every day (more than 6 million every year). Time-Bound Timing is a critical part of strategy. They write that excellent public relations in social media contexts has less to do with the mechanics of online publishing and more to do with storytelling, an understanding of what you represent, why it matters to certain people, and a genuine intent for cultivating relationships.7 Excellence in social media requires good storytelling understanding your organizations stories and why those stories matter to your publics. Christopher Ratcliff, A Look Inside GoPros Dazzling YouTube Strategy, Econsultancy, accessed June 13, 2019, https://econsultancy.com/blog/64370-a-lookinside-gopro-s-dazzling-youtube-strategy. This case appears to be a doozy because Defren had a duty to pretty much everyone in Seib and Fitzpatricks list: (1) himself, (2) his client, (3) the profession, (4) the media and (5) society. Social media give us means for discussing and resolving our professional issues with easy access to others opinions and views. Social psychologists call this self-efficacy, which is our belief that we can perform certain behaviors to achieve certain outcomes. Public Relations - Tom A. Kelleher 2017-01-04 Engagement. As with the public relations industry in general, new media monitoring technologies and startups constantly emerge, services converge, and companies merge. It will democratize surfing, Slater said, about the technology. Social channels. Dodsworth asked hiring managers writing job postings to focus more on skills that could be transferred to new positions than on accumulated years of past experience. But the plan is to go big and increase access with new locations. Rather than being a single trend, convergence is better thought of as a number of processes that can be defined separately, including technological, cultural, economic and professional convergence. Content has been difficult to define because it is broad and seemingly all-encompassing. For example, Charlotte-Mecklenburg Schools in North Carolina includes items in their survey of employee engagement that say, I am proud to work for CMS and I would feel comfortable referring a good friend to work for CMS.6 Engagement also can be cognitive and based on what people think, learn and know. In some offices, VCRs would be programmed to tape-record the morning and evening news programs whenever the public relations person expected coverage of his or her organization. to improve, adapt and expand professional practices.18 Public relations professionals are some of the busiest people in business, but mere busyness is a waste of time without planning. Communicates the implications of each of these phases and understands the messaging needs of each. Now all we have to do is click a button or two to retweet, re-blog, re-pin, or otherwise rebroadcast someone elses work. In planning these programs, the Special events, like the Las Vegas Color Run (also billed as The Happiest 5K on the Planet) are focal points in public relations calendars and timelines. Rather than focusing on how many CDs to burn and how to get the right number of those disks to the right stores where they will sell and to the right DJs who might play them on the radio, modern music marketers pay closer attention to online downMarketing mix loads, playlist apps and subscription streaming services. If you place the same bag with the same contents on the scale multiple times it should give the same reading. Dormant: when the organization has no choice but to accept the long-term consequences The longer an issue exists without being addressed, the more entrenched publics become in their opposition and the fewer options for strategic response are available to organizations (Figure 12.2).9 CHAPTER 12|ISSUES AND CRISES ISSUE LIFE CYCLE Early / Potential Current / Crisis Emerging Fewer options for response and control Public pressure More options to respond and control situation Dormant Externally imposed constraints Increasing media attention and public awareness Time Figure 12.2 This illustration of the issue life cycle shows how public pressure builds over time as an issue moves from potential to emerging to current/crisis. Pitching is one of the most common and challenging tasks that public relations practitioners face. How does World Bicycle Relief use storytelling to help farmers in Africa? Another recommendation is to include keywords in the URL. Get FREE 7-day instant eTextbook access! If you look at a printed newspaper or magazine, youll see that each page has space for a certain number of columns across and a certain number of inches in length up and down. . If you work for a nonprofit organization, you may analyze an issues impact on volunteers and donors. 18. You have to assess the environment and look for patterns. Nonetheless, there are limits to what you as a consumer can find by going to a bricks-andmortar Walmart, Gap or Target store, and driving there to see whats available seems more and more inconvenient. Weve all heard spokespeople use buzzwords about maximizing potential, taking it to the next level, providing thought leadership or giving 110 percent. But what do those phrases mean, especially if they cant be tied to anything specific that the organization is actually doing? Kim Lachance Shandrow, 8 Types of Photos You Should Never Use on Your LinkedIn P rofile, Entrepreneur, June 28, 2016, www.entrepreneur.com/article/238624. If youre still in school, your brand may not be as well developed, but these five attributes (strategic, positive, promising, person-centric and artifactual) should still be helpful as you maintain your current personal brand and plan for the future. Voices from the Field Q&As with Professionals and Scholars Each chapter includes a Q&A with a practitioner or scholar offering additional from-the-field perspectives and insights into the success stories and cases presented in the chapters. Regester and Larkin cited research from Brad Hainsworth and Max Meng in developing the model. In most cases, this means that the organization, a key public, or both, are nations, but in certain cases diplomatic actors may include non-state organizations such as NGOs or corporations. example, if you paste the text from the previous paragraph into a readability tester window on the site www.webfx.com/tools/read-able/, the software A/B testing can be will tell you that the paragraph has five sentences, 95 words, 14 complex used to quickly words, an average of 1.58 syllables per word and 19 words per sentence. As part of their research, Thiruvengadam and his team ran emissions tests on a 2012 Volkswagen Jetta and a 2013 VW Passat. Whats the coolest campaign outcome youve achieved? languages or cultural styles. Pitching When a public relations person approaches a journalist or editor to suggest a story idea. like the United States, Brazil and Japan, Writing for Intermediaries 245 while most Weibo users are in China. 20. Ethics: Conflicts of Interest 345 ICYMI In Case You Missed It While classic principles of conflict management, issues management and crisis management still hold, social media have increased options for detection, prevention, response and communication. Jessica Wohl, How Crock-Pot Smoothly Navigated a Potential Brand Disaster, AdAge, May 10, 2018, accessed May 20, 2019, http://adage.com/videos/ how-crockpot-smoothly-navigated-a-potential-branddisaster/1511. How do we maintain relationships and engage also grasp the in interactive communication without being annoying? In 2000, BP introduced a new logo as part of a major re-branding campaign by its agency, Ogilvy & Mather. And, more and more clients expect agencies to do PR, marketing and advertising. Cambridge Analytica also could scrape private information from all the Facebook friends of all the people who took the surveythats how a privacy issue for 300,000 people became a major breach for more than 87 million.48 Cambridge Analytica then weaponized massive amounts of computing power and data to target Facebook users with highly personalized political ads in the 2016 election. Roberto A. Ferdman, Why Chipotles Pork Problem Is a Bad Sign for Its Future, The Washington Post, January 14, 2015, accessed June 13, 2019, http://www .washingtonpost.com/blogs/wonkblog/wp/2015/01/14/ why-chipotles-pork-problem-is-a-bad-sign-for-its-future/. The total market approach combines insights and considerations from diverse segments to deliver integrated, culturally nuanced campaigns. Most publics fit both criteria in that the influence is mutual. Fitbit, Groups, Facebook, https://www.facebook.com/ pg/fitbit/groups/ 60. He served on the editorial board for Journal of Public Relations Research for nearly two decades, regularly reviews papers for the AEJMC public relations division, and for 12 years served as faculty advisor to his schools chapter of PRSSA. Dateline Text at beginning of a news story that describes when and where the story occurred (e.g., BEIJING, June 16). How did Crock Pot use humor to simmer down the public outrage? 58. Its not designed to be a one-size-fits-all strategy,6 nor is it meant to pander to or appropriate culture. The public relations team was likely thrilled about all the earned media even though their names were not mentioned. If youve got a good mind for business and finance, you can put your communication skills to work in financial public relations. Technological convergence is real. related to privacy in public relations. One of the very first things you do in the morning is check your media device. Analyzes current events and trends for opportunities and threats. Google confers status. 27. In two separate profile pieces, she reinforced performance numbers including more than 75 interviews, panels and conferences with a total audience of more than 4,000 people. Strategic planning 331 6. Microblog A shorter blog post limited by space or size constraints of the delivery platform. Defining Public Relations 5 Crowdsource To obtain information or input into a particular task or project by enlisting the services of a number of people, either paid or unpaid, typically via the internet. As a field of communication, public relations is dynamic and conversational. data it holds from people 284 CHAPTER 10|SOCIAL MEDIA AND MOBILE running apps, using Apple Pay, making purchases with their Apple IDs, and working on their desktops, laptops, iPads and iPhones. Beyond just responding to requests as they come in, government agencies are also expected (and in some cases required) to proactively make government information available in a useful form. Measurement forces you to think about what you are actually accomplishing with your efforts. Was St. Paul practicing public relations? And this is a happy outcome! Studies have found that though a majority of Fortune 500 companies use Twitter in a dialogic way, there are still many that dont. Hispandering Heritage Month Begins with Coca-Colas Ridiculous Heritage Tattoo Cans, Latino Rebels, September 5, 2015, www.latinorebels.com/2015 /09/05/hispandering-heritage-month-begins-withcoca-colas-ridiculous-heritage-tattoo-cans/. Newsworthiness Standard used to determine what is worth covering in news media. Other referring sources that public relations people track include clicks from email campaigns, banner ads, native advertising, social media posts and coverage by news media. Micro-Influencers: Micro-influencers are becoming increasingly popular because, despite their low follower counts (often in the lower thousands), Brands like T-Mobile and Honda have partnered with Hispanic social media influencer LeJuan James to reach and connect with Hispanic consumers in the United States. According to Free Presss Save the Internet Campaign at www. Strategic Planning After research and analysis, including the identification of key publics and how the issue will affect them, you can begin developing communication and relationship management strategies for each. (Disney Television Studios owns ABC Studios and ESPN, making it easier for these crossovers to happen.) Coca-Cola even embraced the diversity in the United States when it transformed the Share a Coke cans to celebrate Hispanic Heritage Month. Intercultural public relations involves the interaction of an organization and publics across cultures. Corporate social responsibility can be both a strategy for and an outcome of careful relationship management in public relations. A bachelors degree. Higher pricing may give the product some prestige, but if the product is not affordable, no one will buy it. Just because a company complies with laws or regulations such as GDPR doesnt mean they are acting ethically in handling user data. How could this be? 36. How is your relationship with online retailers different from your relationship with retailers when you shop in physical stores? See also Clients/customers B2C relationships, 9798 corporate social responsibility and, 11213 integrated marketing communication and, 7172, 98 PR careers in field of, 388 Content ephemeral, 275 latent, 13536 for search engines, writing, 248 for social media, 26776 user generated, 276 Content analysis, 13436, 139, 204, 205 Content curation, 27576 Content marketing, 7476, 80 Content Marketing Institute, 74, 268 Contingency theory, 32224, 322f Control (of advertising vs. publicity), 68, 69 Control group, 134 Controlled media, 18284, 194 Control mutuality, 90, 91 Controversy. Calculated based on the cost per thousand web page viewers, CPM is most similar to traditional advertising metrics for value. Do you notice the first ad or two more than the ones that come on after youve been listening a while? Trusting, satisfied, committed and empowered employees are sure to be more productive and more attuned to and invested in the organizations mission. Tim Cook, Customer Letter, Apple, February 16, 2016, www.apple.com/customer-letter/. That said, search engines are designed to sift out unnatural links, which are placed there specifically to make your site look more popular to search engines. 30 Earning natural links means nurturing relationships with other sites by offering information that the writers and designers of those sites will find valuable. | New York : Oxford University Press, [2021] | Includes bibliographical references and index. 2. What Is an Environmental Impact Statement?, Depleted UF6, web.evs.anl.gov/uranium/eis/whatiseis/ index.cfm. Reviews aren't verified, but Google checks for and removes fake content when it's identified. ; 79 Courtesy of Bill Imada; 81 Courtesy of Tom Kelleher; 86 Constantin Iosif/Shutterstock; 88 Felipe Dvalos/Mexicolore; 89 Courtesy of Tom Kelleher; 95 Charles Trainor Jr./Miami Herald/Tribune News Service via Getty Images; 96 ProfNet; 98 Photo by Emanuele Cremaschi/Getty Images; 104 AP Photo/Richard Drew; 105 Carsten Koall/Stringer/Getty Images; 107 AP Photo/Kiichiro Sato; AP Photo/Charlie Neibergall; 108 Surfrider Foundation; 109 Photo courtesy of Boston Children's Hospital.

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