The section starts with Research (Chapter 5) and includes a discussion of formative and summative research to highlight the cyclical nature of strategy. As such, the company invested heavily in its public relations firepower when it hired former White House press secretary Jay Carney as senior vice president for corporate affairs. Do they appear to KEY TERMS Advertising 63 Advertising value equivalency (AVE) 64 Analytics 65 Augmented reality (AR) 57 Banner ads 65 Black box fallacy 56 Brand journalism 76 Click-through rate 65 Content marketing 74 Cost per thousand (CPM) 63 Cultural convergence 58 Economic convergence 59 Inbound marketing 74 Integrated marketing communication 71 Market skimming 66 Marketing 65 Marketing mix 67 Participatory culture 59 Pre-roll advertising 65 Professional convergence 61 Publicity 68 Search advertising 65 Target audience 78 Technological convergence (aka digital convergence) 57 Third-party credibility 69 Word-of-mouth promotion 69 KEY TERMS 85 C HAP TE R 4 Relationship Management As Kermit the Frog sang, Its not easy being green. How does Coca-Cola balance its main business of selling soda with efforts to promote healthy living? Budgets 169 Programmatic media buying can be used for everything from basic ads on news websites to promoted tweets to Google search returns to sponsored posts in Facebook. The independent variable (the cause) is the type of headline, and the dependent variable (the effect) is click-through behavior. Google treats a link from an external page as a vote by that page for the page to which it links. Catherine Foster, Canisius College, "This text is perfect for undergraduate students. Success in strategic public relations means being able to demonstrate the results of your work. You must be able to write clearly for internal communication with employees, volunteers and so on as well as for owned, paid, shared and earned media that reach external publics (Chapters 7 and 9). Just because a company complies with laws or regulations such as GDPR doesnt mean they are acting ethically in handling user data. Depending on your experience, you may be a step ahead of some of your professors or more senior public relations colleagues Understands social when it comes to mobile and social media. Guy J. Golan, Dennis F. Kinsey and Sung-Un Yang (eds. Whereas businesses rely on clients and customers for revenue, and nonprofits rely more on donors, government agencies are funded by taxpayers. Person-Centric This characteristic reminds us not to get carried away with the product branding metaphor. Remember: Put Online services like this one help initiate source-reporter relationships. GoPro tells users to share with #GoPro. The three overlap considerably, but public relations writers must use different writing strategies and tactics for success in each. Another classic definition from another classic public relations text, Cutlip and Centers Effective Public Relations, defines public relations as the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.2 Naturally, people are wary, or even skeptical, of textbook definitions. Ralph Barney, Cases and Commentaries, Journal of Mass Media Ethics 1, no. Chapter 10 covers social media and the process of listening in more depth. Identification 3. [emailprotected] The funnel entails traceable steps like searching for key terms, clicking on links, browsing product offerings and making purchases. 2. Public relations people who work for publicly funded or government organizations in the United States are responsible for making information available to citizens under the Freedom of Information Act and various open-records laws (i.e., sunshine laws). Vicks #TouchOfCare, MSL, https://mslgroup.com/ work/vicks-touchofcare. Some contexts allow you to write less formally than others, and some contexts have new grammar that youll know better than your professor or boss. Participant observation Research method in which the researcher deliberately interacts with the environment and those being observed. Monologic communication Communication in which one party attempts to impose its view on others. Timelines As outlined in the RPIE (research, planning, implementation and evaluation) model, research leads to goals and objectives, which lead to strategies and tactics, which are monitored, adapted and evaluated with further research. This was a huge management decision for a burrito chain known for its carnitas. As you might have experienced, this often occurs on a continuum, rather than only one way or the other.77 Ethicists hold that the day-to-day practice of public relations leans too much toward monologic and not enough toward dialogic communication. When might you choose to hire a freelance photographer instead of taking your own photos? In short, marketers buy not only media space, but the ability to control the content of that space. While the formal treatment of public relations as a field of study and practice may have been a 20th-century development, historians have traced elements of public relations back through recorded history. Dialogic communication Exchanges involving people communicating their own views and backgrounds while remaining completely open to seeing the world as others do. Catherine Foster, Canisius College, "This text is perfect for undergraduate students. Reactive A management style that mainly responds to problems as they arise rather than anticipating them and averting them. Integration 71 Mass production led to mass promotion via mass media during the Industrial Revolution. James E. Grunig, Two-Way Symmetrical Public Relations: Past, Present, and Future, in Handbook of Public Relations, ed. Public Information Long before Bill Gates and Mark Zuckerberg dropped out of Harvard, Ivy Ledbetter Lee left graduate school at Harvard in the late 19th century, largely for financial reasons. This is your time to shine. The Digital and eTextbook ISBNs for Public Relations are 9780190925109, 0190925108 and the print ISBNs are 9780190925093, 0190925094. A simple A/B test can be run with a relatively small email list or low-traffic website. My elementary-school-aged son and I have very different opinions about what counts as good handwashing, and a trained public health worker might have advice for us both. Then I get an email reminder on a Tuesday afternoon when I have no other appointments. They offered little evidence of what publics were thinking, feeling or doing as a result of the coverage. More than seven decades later, two public relations practitioners starting a firm in Austin, Texas, thought the name would be perfect for a hospitality PR firm that specializes in food and drink.35 Its hard to imagine a scenario in which strange fruit would be an appropriate name for anything outside of serious racial dialogue. 2. While much of Fords reputation for safety unraveled in the decades that followed, the effort to use research and two-way communication between an organization (Ford) and its key publics (researchers, safety experts, engineers and ultimately automobile owners) to the mutual benefit of both the organization and its publics illustrated the idea of two-way symmetrical communication. But organizations must be careful what and who they choose to hide. Clicking the button opened an easy-to-use form for generating an email to Congress. Julie ONeil, The Link Between Strong Public Relationships and Donor Support, Public Relations Review 33, no. Relationships built around news, commerce and contentious issues are all part of the field, and this chapter discusses jobs in those areas of public relations. Attitudinal outcomes may be related to advocacy, reputation, trust, commitment, satisfaction and feelings of control mutuality (see Chapter 4). Like intellectual property, personal information also can be shared easily across borders, and that means privacy is another legal concept that must be considered as an international concern. In global and cross-cultural campaigns, some languages or keywords could be left out and others included in analyses. Attainable Although you want to be ambitious in setting objectives, its important to be realistic. Interestingly, the resulting news coverage not only headlined the benefits of a hearty breakfast as broadly endorsed by thousands of doctors, but also many of [the newspapers] stated that bacon and eggs should be embodied with the breakfast, and as a result sales of bacon went up. How did Bernays know that bacon sales went up? A very narrow view would be that buying followers results in short-term success in meeting objectives. While Lees legacy is complexhe also counseled I.G. Farben, the German dye trust, on how to improve relations with Americans after the Nazis took control of the trusthis name is deeply associated with the public i nformation model of public relations in which communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information. Organizations can enhance the utility of owned media when they give up some control and allow for feedback and sharing. 4. They later revised the food pyramid to emphasize more exercise and more individually appropriate choices. 4.4 Discuss how issues and causes drive many of the relationships that public relations people manage. Websters 2004 Word of the Year was defined as a Web site that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer.23 Compared to other forms of published writing, blogs were easy to update. SWOT stands for strengths, weaknesses, opportunities and threats. Why or why not? Among the most important publics for nonprofit organizations are volunteers and donors. 6. 29. https://www.prsa.org/ethics/code-of-ethics/. See also Evaluation; Implementation; Planning; Research Rumors, 33435 Russian government (as a client), 59 SUBJECT INDEX 439 Saatchi & Saatchi, 60 Safeguarding confidences, 28385, 31416, B4B5 Salaries. Publics Groups of people with shared interests. Public Relations Defined is an initiative to modernize the definition of public relations. Kahneman and Tversky posited in their seminal work on System 1 vs. System 2 decisionmaking that 95 percent of the decisions we make are System 1 levels of thinkingthey are fast and impulsive, and sometimes without much thought.17 However, many times in research studies we ask people to recall and explain their decision-making processes, which could be at the subconscious level. That kind of communication helps build and maintain relationships between organizations and publics. Whats the moral reasoning for your answer? Is the daily dip in stock prices part of a larger pattern? Time and space. Proposing giant windmills on the serene, small-town island of Lanai to generate power for neighboring Oahu, running power lines across scenic mountain ridges, or building massive power plants anywhere will lead to some major controversy. In implementing public relations programs, we have to consider what our organizations are doing as it affects publics (action), what we are saying (communication) and what others are saying about us (third-party communication). 10. Video news release A news release that provides broadcast journalists with pre-produced news packages including audio and video material. Ever type a tweet and then quickly show it to a friend before posting? 334 CHAPTER 12|ISSUES AND CRISES examples. From St. Paul promoting the New Testament to modern bloggers posting Islamic infographics, and from Alexander the Greats self-reporting war exploits to Donald Trumps political rallies, all of our major institutions have been and continue to be influenced by public relations. DISCUSSION QUESTIONS 1. 226 CHAPTER 9|WRITING Writing is one of the most sought-after skills that employers screen for when hiring public relations talent. They help organizations earn media attention. CHAPTER 4|REL ATIONSHIP MANAGEMENT Assurances: covertly and overtly communicating the importance of the relationship and a desire to continue with the relationship. The principle of transparency is critical whether you practice public information with a journalistic set of values or with advocacy. related to privacy in public relations. You may have read about high-profile politicians or commencement speakers who have been called out for lifting major parts of their speeches from other sources without attribution. Devises appropriate courses of action based on context and facts. CREATE A CONSISTENT LOOK AND FEEL Consistent visual aesthetics allow social media users to quickly recognize an organizations images and connect with the brand. Formative research Research conducted at the beginning of the planning process, or during the implementation of a plan. The number of women with racially or ethnically diverse backgrounds in director-plus positions at Kimberly-Clark in the United States doubled. Outputs Tasks or work attempted and completed, including communication tactics produced.
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