Dane Cobain of South Africas Memeburn website highlighted 21 ridiculous job titles.8 Among them are social activationist, community data guerrilla, senior social media capability architect and the dreaded social media guru. Washington Post food reporter Becky Krystal mused that IHOPs name change is what happens when brands exploit the Internet outrage cycle.10 Others saw an opportunity for humor. PREFACE xv The Foundations section starts with Chapter 1, Principled Public Relations, which presents classic definitions of public relations alongside the crowdsourced PRSA definition. When communication scientists want to understand what people do with media, they have applied an approach called uses and gratifications, which focuses on how people use media and the gratifications they seek from media.20 The user-oriented approach of uses and gratifications is particularly well suited to the study of new communication technologies. 1.4 Apply systematic ethical decision-making for public relations. 4. Therefore, it would be difficult to deny that this incident illustrates public relationsand also, unfortunately, what people commonly think of when they think of PR. 7. https://www.chewy.com/app/content/about-us 8. http://www.humanesociety.org/about/overview/ 9. https://www.uoregon.edu/our-mission 10. https://www.uoregon.edu/our-mission 11. https://www.jou.ufl.edu/insights/ internal-communication/ 12. 4. https://www.theglobalist.com/ globalization-and-cultural-convergence/. Due 07/28/2023. A major part of the inspiration for Nikes successful Just Do It campaign (launched in the late 1980s) was a sensitivity to cultural trends in the United States, where obesity and procrastination were becoming more problematic for a large part of the population. . In advertising, you are only as good as your last ad. CP+B CEO Andrew Keller, Miami Ad School, https:// miamiadschool.com/blog/in-advertising-you-are-onlyas-good-as-your-last-ad--cpb-ceo-andrew-keller. Lewiston Evening Journal, July 12, 1934, p. 5 (via news .google.com). He moves toward the counter. Amanda Glasgow, Does Global Public Relations Exist?, International Public Relations Association, 2011, www.ipra.org/news/itle/ does-global-public-relations-exist/. Qualitative research is when open-ended research questions are answered with in-depth 146 CHAPTER 5|RESEARCH descriptions that dont rely on numbers or statistics. 63. Feminine traits are masked. The case even gave rise to the hashtag #carnitasgate, while pork-ocalypse trended on Twitter. According to some courts, yes, social media accounts can be considered trade secrets when those accounts contain client lists or valuable information about customers. 69. without pay from her job as a communication manager for the NGO 17 Cape Town Partnership. Social media give us means for discussing and resolving our professional issues with easy access to others opinions and views. 66. Organization A group of people organized in pursuit of a mission, including businesses, nonprofits, NGOs, clubs, churches, unions, schools, teams and government agencies. A research methods course will help you design and evaluate research for reliability and validity. Lifetime - $99.98. Donors, volunteers, government officials, community leaders and activists, including those who oppose the organization, are all key publics for organizations as they deal with various issues in the marketplace of ideas. 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. Instead of specializing in only the communication function, you will likely be involved in core operations in addition to building and maintaining relationships with customers, vendors, regulators, banks and investors and media. 5. Strategic decision-making Daily management and communication decisions made with mindfulness of the objectives, goals and mission of the organization. And if you hire translators for an international conference, that could be considered either an administrative expense or a personnel expense. It makes a lot more sense for the local yogurt shop to advertise in The Daily Tar Heel. [emailprotected] Benjamin Bain, Elon Musk Wanted to Impress Girlfriend With $420 Price, SEC Says,Bloomberg, September 27, 2018, a ccessed June 18, 2019, https://www .bloomberg.com/news/articles/2018-09-27/muskpicked-weed-linked-price-to-impress-girlfriend-sec-says. Analysis 5. biggest names of the day in corporate A merica, including the Pennsylvania Railroad and the Rockefellers. 29. https://www.prsa.org/ethics/code-of-ethics/. Wells Fargo sees our diversity and inclusion council, and really diversity and inclusion as a whole, as a great professional development and engagement opportunity. Principle 6: Social Media Should Be Measured Consistently with Other Media Channels Of course, the scope of public relations is much larger than communication on social media, but digital media and media monitoring services certainly present new opportunities to use data to improve the evaluation of public relations programs. 3. Great Recession that occurred between 2007 and 2009 resulted in smaller budgets and employee cuts for many public relations agencies.45 But not all organizations cut back In most emerging economies surveyed, during these tough timesauto brand Subaru a majority of adults go online doubled down on public relations instead. On a blog outside of LinkedIn, Quiamno introduces herself this way: Im Sage Kealohilani Quiamno, a 27 year-old Native Hawaiian woman from Hawaii, particularly from the island of Oahu, and the co-founder of Future for Us, a company dedicated to accelerating the advancement of womxn of color at work. Funnel A model for tracking how people move from exposure and awareness to action, particularly in online marketing where the goal is to convert a large number of web page viewers to sales leads or purchases. Monologic communication Communication in which one party attempts to impose its view on others. The last chapter in the Strategy section, Evaluation (Chapter 8), returns to the importance of research with a focus on measurement and metrics for success in digital communication. Thats because economic systems and conditions, including poverty and literacy rates, affect the public relations industry both at home and abroad. Amazon has encountered an error. Advertorials are a type of native advertising, as are promoted tweets, sponsored posts and so on. Name at least one regulatory agency you would need to know more about and why. In developing strategy for mobile media, consider asking what people are doing with mobile media instead of what mobile media will do to people. Secondary publics Groups of people who are important to a public relations campaign or program because of their relationship with primary publics. I believe the codeand promotion of the codehas heightened awareness of ethical standards in the field. If your organization is a local blood bank, you could learn a lot by serving as a volunteer or by going through the blood donation process yourself while observing others. Reinforce Strategies Another common response to crises is to reinforce relationships through either bolstering or ingratiation. So the first priority was internal communications to our own people. 192 CHAPTER 7|IMPLEMENTATION BarkBox relies heavily on user-generated content and humor in its mix of owned, paid, shared and earned media. 33. https://twitter.com/elonmusk/status/102687265229 0379776. Because China blocks or restricts many Western platforms, including Twitter, Facebook, Google and YouTube, companies must deal with other online platforms that operate in their place, including Weibo, WeChat and Baidu. The Digital and eTextbook ISBNs for Public Relations are 9780190925109, 0190925108 and the print ISBNs are 9780190925093, 0190925094. Most people entering the workforce dont expect to stay in any one job for much longer than three years. However, no one from the public relations agency was on the conference call with the marketing agency a few months later. You must carefully analyze the pros and cons of various media for communication on behalf of the entire organization. . A key factor in whether people will become active publics on an issue is their level of involvement. 31. As public relations writers, we must understand newsworthiness and the conventions for newswriting, if we plan to get our stories out via news media. 41. 198 CHAPTER 7|IMPLEMENTATION 7.4 Differentiate among owned, paid, shared and earned media. Integrates internal and external components, so that there is a synergy among the messages. Experience working with and training alongside journalists helps tremendously with the media-relations aspect of public relations. 49. 34. 37. Do you work with food and drug consumers? How do you communicate directly with them via mobile? David Shadpour, co-founder of Social Native, writes for Forbes that social media users have the freedom to express their unfettered, unsolicited opinions.22 As a result, social media provide public relations professionals with a wealth of valuable data about their brands, publics, competitors and industries. 13. Glen M. Broom and Bey-Ling Sha, Cutlip and Centers Effective Public Relations, 11th ed. In deciding how to handle media interview requests when bad news breaks, which stories to include in newsletters, what photos to pin on Pinterest and even which employee tweets to retweet, public relations practitioners think through the consequences of their actions in an effort to make the right decisions every day. An objective to generate a certain number of social media posts hashtagged #HandwashingHeroes may be specific, measurable and attainable.12 But if your goal is to increase handwashing in specific communities in Africa, you would need to be able to explain how those social media posts are relevant where it matters. 362 CHAPTER 13|GLOBAL MEDIA The Economist reported a global slump in press freedom in 2018.47 The First Amendment rights of journalists and media in the United States are not the same across the globe. But then @StrangeFruitPR In what ways does removing the accounts help rectify the problem? Five of the most important reasons to write well in public relations are: (1) to build and maintain relationships, (2) to influence and persuade, (3) to strategize (to identify and achieve goals and objectives), (4) to manage your organizations reputation and (5) to make your own impression as you build your professional identity. Most of us skim those EULA screens and trust that the organizations wont do anything evil with our data. In the United States there are specific protections given to corporate speech, commercial speech, intellectual property and privacy that are not found outside the United States. On the other hand, if someone uses well-defined methods of analytics to show how keyword queries in a treatment group differed significantly from a control group in an A/B test, we would have more confidence in the researchers results. Public relations people nurture relationships with journalists and editors in local, national and global media.
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