Chapter 10 covers social media and the process of listening in more depth. 3. Public Relations by Kelleher, 9780190925093, . If were talking about businesses and commerce-driven relationships, the internal publics are employees. Third-party data Data on user behavior that is collected or aggregated by one organization and sold to another organization. an equivalent value for publicity when an organization is covered in the unpaid column inches of news and editorial content. Organizationpublic relationships flourish when you spend as much energy trying to understand your publics as you do trying to get your message out. These allowed us to understand not just how many people were seeing the brands content, but how they were interacting with it. Clipping services Businesses that monitor print and electronic media for mentions of clients in local, national or international outlets; see also media monitoring services. As an owner, operator, partner or employee of a small business you will be directly responsible to your organizaIf you work for a tion for key management decisions. (Established in 1832. The case even gave rise to the hashtag #carnitasgate, while pork-ocalypse trended on Twitter. With the counsel of Earl Newsom, Ford Motor Company didnt just talk about the importance of auto safety in the 1950s, it actually funded research on safety and changed its operations and vehicle design in the interest of its publics. Social media inactives receive information from traditional media and offline word of mouth. He had a significant number of loyal followers on his account who were used to hearing directly from him via that channel. Naturally people were surprised when they noticed a giant W where the M had become an established part of the landscape. Too bad the core product causes it. If you were managing CocaColas social media, would you respond on Twitter? Excel is another (often overlooked) resource that I use for just about everythingfrom making my own media database to running statistics. News stories or online reports about key publics. Distinguishes between political and corporate speech. A good caption encourages this loop of engagement. Ajax is stronger than dirt. From determining whether its worth it to update an Instagram feed daily to pitching a million-dollar campaign proposal, evaluation is how we knowand showthe value of our work. Making sure your practices and messages are consistent but still reflect local realities takes mindful work and can be tricky. If that sounds familiar, then youve done basic social listening. This chapter builds on a broader definition of public relations as the management of mutually beneficial relationships with publics. talented friend to design it. Demographics Data describing objective characteristics of a population including age, level of income or highest educational degree obtained. The internet has opened borders for online marketplaces to offer goods, services and 316 CHAPTER 11|LEGAL ideas more than ever before. 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/. Learn to code, learn how it works, learn how/why your peers are sought on these channels and use the technology to address behavioral tendencies. While relationships are key to media relations, depending on the nature of your organization or clients, many if not most of your relationships with journalists may be best characterized as exchange relationships. Whatever the lesson is here about hipsters, this story also reminds people working in public relations of the risks of republishing images without permission from the source and anyone identifiable in the image. Next came the social media outrage, word-of-mouth attention, and even some shade thrown by corporate competitors. Social media creators Influential social media users who are among the first to identify and post about crises online. Government According to the World Economic Forum, the U.S. Department of Defense (DOD) is the largest employer in the world. You also can find yourself in legal trouble for publishing information that has not previously been released, if that information is personal and not deemed to be of legitimate public interest. Politics from the governmental systems to ideology and policyaffect public relations practice, and vice versa. Engaging with influencers and brand advocates can also help organizations establish relationships and trust with these publics. 144 CHAPTER 5|RESEARCH public relations scholars Shannon Bowen and Don Stacks point out, a primary weakness of utilitarian ethics is that the person who applies them can use them to sanction whatever he or she wants to maximize in their personal good outcomes, as opposed to maximizing the greatest good for the greatest interest in the public interest.28 The Institute for Public Relations measurement commission has adopted a statement on ethical standards in public relations research and measurement that promotes many core values beyond utilitarianism: All research should abide by the principles of intellectual honesty, fairness, dignity, disclosure, and respect for all stakeholders involved, namely clients (both external and internal), colleagues, research participants, the public relations profession and the researchers themselves.29 ICYMI In Case You Missed It The very first thing most of us do when we need an answer to a new question is hit the search button. According to professors Bey-Ling Sha, APR, and Rochelle Ford, APR, all of us must learn to consider multiple diversities as constituting integral and integrated aspects of the field rather than as Others that are somehow different and separate from mainstream public relations.7 Public relations is a global business, and anyone thinking about a public relations career needs to be ready to embrace these cultural movements and globalization, which happens whenever public relations efforts spread across national, geographic or cultural borders. Although it is debatable to what degree Lee was walking the walk, he was talking the talk of transparency a good century before the internet. Influence. Taking Care of Relationships Participatory media Media in which publics actively participate in producing and sharing content. The client was adept at Twitter and prominent in his field. Large media organizations with high-traffic websites can run countless A/B tests in any given day to optimize their content. Earned media typically dwarfs paid media in a campaign. 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. Although the case had a happier ending for DKNY than it did for United Airlines, this doesnt mean that more accommodation is always better. It was no accident. Internal publics Groups of people with shared interests within an organization. At www.fda.gov, the agency includes information for a range of organizations and publics including consumers, patients, health professionals, scientists, researchers and industry. The same logic applies outside of politics. 20. Especially early in your career, you may not have longstanding relationships with many of the journalists you pitch. Silicon is mined or extracted from sand and purchased to make microchips. Likert-type items Questionnaire items that ask people to respond to statements with a range of defined response options such as the range from strongly disagree to strongly agree. Linear story arc Storytelling that follows a logical sequence or chronology. Female diner: I guess I do have a question about the chicken. In the second two models, two-way asymmetrical and two-way symmetrical, the communication is two-way (Figure 2.1). When presenting yourself in social media, balance being authentic with being professional. In other words, A is the treatment group in the experiment and B is the control group. In public relations, you have an ethical responsibility to work hard to understand publics. Kelleher has designed and taught 22 different courses at three flagship state universities (Florida, North Carolina, and Hawaii) and has published in numerous journals including Journal of Public Relations Research, Public Relations Review, Journal of Communication, Journal of Computer-Mediated Communication and Journal of Mass Media Ethics. DISCUSSION QUESTIONS 1. Perhaps the most important part of BarkBoxs implementation strategy, though, is its flexibility and responsiveness to research and evaluation in the RPIE cycle. Sometimes its better to advocate than to accommodate. One metric for calculating advertising value is cost per thousand (CPM) (the M in CPM is the Roman numeral for 1,000). And, more and more clients expect agencies to do PR, marketing and advertising. Maintaining the confidence of its clients and partners would be a challenge in the midst of legal constraints, uncertainty of facts and quickly changing circumstances.. . A handshake is a common and accepted way to greet others in most business settings, but youll want to use a lighter grip in China and Japan. I was elected to the PRSA board in 2004. And your textbook author doesnt think a personal boycott of a major media conglomerate is a requisite for educating others about issues of media consolidation in society. If for some reason you think you need to push the limits, first check the terms of service youve agreed to. 4. Dominant coalition is a term used to describe the group of people with the greatest influence in how an organization operates, including CEOs, presidents, board members, top managers, vice presidents and so on. In strategic communication, analytics often focus on how web traffic leads to behavioral results such as sharing information or making online purchases. Promote your blog. Whats the strategy? 7. 338 CHAPTER 12|ISSUES AND CRISES they did offer compensation. As discussed in Chapter 4, corporate social responsibility programs (CSR) have become more common in response to negative public sentiment about corporations and their impact on society and the environment. How did Crock Pot use humor to simmer down the public outrage? How organizations respond to crises should depend on the crisis type. 198 CHAPTER 7|IMPLEMENTATION 7.4 Differentiate among owned, paid, shared and earned media. With which publics do they maintain relationships? Ariel Kana, Pictures on Talias Instagram That Arent Rice, Ranker.com, http://www.ranker.com/list/taliajane-instagram-photos/ariel-kana. Trust. Has public relations writing become easier with the rise of social media or harder? CASE STUDY Why does Red Bull invest so much in content like that presented on Redbull. The evaluation of mobile tactics requires examining how well the tactics achieve objectives and goals as part of strategies to advance the organizations mission and its relationships with key publics. How about you? Communication also is planned concurrently with action, as when commuters and customers are notified in real time about construction that may interfere with traffic or electric service. As a result, the smaller agencies have to offer their employees an experience they cannot get at a larger firm: for example, working with a more intimate team of colleagues on different accounts covering a wider array of industries, ensuring a closer and more direct working relationship with agency clients, and offering the opportunity for co-workers to create strong emotional bonds. . Employee relations made it happen. The case of whether or not to buy followers on Twitter or Instagram raises questions about consequences such as misspent budget or ineffective strategy. Issues and crisis management and communications 4. Outputs describe the tangible efforts of public relations practitionerswhat people do. Tom Kelleher. 2. Video game company SEGA recognized the power and fandom behind Sonic the Hedgehog and created a Facebook page dedicated to the character to connect with its devoted fans. A golden CSR strategy for Coca-Cola undoubtedly lies somewhere between shuttering its flagship product line to allay the concerns of its critics and ignoring its critics altogether with an uninhibited drive for profit.
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