4. https://www.theglobalist.com/ globalization-and-cultural-convergence/. 38. Farben, 32 Ikea, 59 Imada, Bill, 7980 Images (in social media), 27173 captions for, 26970 consistent look and feel for, 271 permission for use, 27273 quality maintenance, 272 stock, 273 Impacts, 161 Implementation, 118, 17799 choosing channels, 18182 by media type, 18292 in proactive issues management, 329t, 33132 taking action, 17881 SUBJECT INDEX 435 Impression management, 22829 Impressions, 154, 217 Inbound marketing, 74 Indeed.com, 103 Independence, 19, 22022, B2 Independent variables, 203 India, 35657 Individualism-collectivism (cultural dimension), 354, 354f, 355 Industrial Revolution, 71, 72p, 73 Influence, 227 Influencer outreach, 391 Influencers, 27981. Viewers who made their way to the main Wimbledon site and clicked on the IBM logo were directed to a full page of IBM products that deliver the Wimbledon experience and a pop-up-window invitation to Chat now with an IBM Sales Representative who can assist you in finding the right products and services to meet your needs.9 Commerce-Driven Relationships 99 Internal publics Groups of people with shared interests within an organization. Media Monitoring Services Monitoring media is another area of evaluation that has sped up considerably in the digital age. 49 pounds. Kelleher joined the UF faculty in 2014 after 13 years on the faculty at the University of Hawaii, where he anchored the public relations track. Issue An important topic or problem that is open for debate, discussion or advocacy. Managing Issues Organizations face all sorts of issues that can develop into crises, if they are not managed appropriately. We are doing this to combat the silly prejudice that the cigarette is suitable for the home, the restaurant, the taxicab, the theater lobby, but never no never for the sidewalk. Do they use it for information? 3 (2011): 241 251., doi:10.1016/j.bushor.2011.01.005. According to a study by the USC School of Communication, the technologies and those people with greater access and usage. Tactical decision-making Daily management and communication tactics implemented without consideration of the strategic objectives, goals and mission of the organization. We still have to understand the second part of the term public relationsthe relations. Visual listening The use of image recognition to track and analyze logos or products in online images. FACT SHEETS Fact sheets can accompany news releases or be presented on their own. Ethically balancing loyalties is one of the toughest jobs of public relations managers. Say it works once . Quantitative Research 135 Qualitative research Research that results in in-depth description and understanding without relying on the use of numbers or statistics to analyze findings. Major specialty areas of public relations are health, sports and entertainment, political and public affairs, financial and entrepreneurial, consumer and international. I watched her put her mask back on and go back into the world like she was all alone and I couldnt evenbring myself to whisper . Repeatable: A business repeats its WOM success over and over again to the point where it becomes a truly talkable brand.17 Integration Professional communicators must understand the differences among communication functions. How would you describe your own cultural preferences, according to Hofstedes model? Why or why not? The earlier you uncover an issue, the more options you will likely have for dealing with a situation. Measuring the Right Outcomes Writing about the Barcelona Principles in The Public Relations Strategist, Andre Manning and David Rockland acknowledged that the wide array of tools and services for measuring outcomes across different media may make measurement decisions harder because of all the different approaches to choose from. How might the company make better use of shared media? How many students were observed washing their hands? They also have access to a wider range of in-depth case studies, which should make them better prepared to anticipate stakeholders expectations. Racial minorities, which now account for 30 percent of the U.S. population, are expected to represent more than half of the U.S. population by 2050.5 These changes have given rise to terms like total market to describe public relations strategies. Jason Bercovici, Advertising Week, Short-Form vs LongForm Video: The Answer Is Sometimes Both, TheHuffingtonPost.com, July 5, 2017, www.huffingtonpost.com/ entry/short-form-vs-long-form-video-the-answer-issometimes_us_595d275ae4b0f078efd98de4. If you were an owner of one of the cars affected in diesel dupe, what could Volkswagen have done to make things right? 2. A photo on your Snapchat story? The first two questions are nearly impossible to answer, and the answer to the third question is probably no. That is the problem with the general public. RELATED UNIVER SAL ACC REDITATION BOARD COMPETENCY AREAS 2.1 INTEGRIT Y 2.2 ETHIC AL BEHAVIOR 3.3 COUNSEL TO MANAGEMENT 5.3 ORGANIZ ATIONAL STRUC TURE AND RESOURCES 5.5 LEADERSHIP SKILLS Y oure a CEO. We want to go to schools, volunteer for nonprofits and join civic and religious organizations that are respected in our communities. DISCOVERING NEW PRODUCT OR SERVICE IDEAS Your customers can be your best product developers and creative geniuses. Nearly every tweet, image or story we post is accompanied by text. 340 CHAPTER 12|ISSUES AND CRISES Its not enough to just give people a voice, we have to make sure people arent using [Facebook] to hurt people or spread misinformation. https://global.oup.com/academic/covers/pop-up/9780190925093, Oxford Scholarly Editions Online - Medieval Poetry, Oxford Dictionary of National Biography Online, The European Society of Cardiology Series, Oxford Research Encyclopedias: Global Public Health, Museums, Libraries, & Information Sciences, Oxford Handbooks Online: Political Science, The Oxford Encyclopedia of Journalism Studies, Extended case studies in every chapter show students how to apply the chapter's core concepts, Ethics--including coverage of the six provisions in the Public Relations Society of America Code of Ethics--are discussed in every chapter, "In Case You Missed It" (ICYMI) boxes at the end of each chapter summarize practical tips, including important guidelines for social media use, Learning outcomes are aligned with the Universal Accreditation Board's competencies to ensure that the text is professionally relevant, Each chapter includes a "Voices from the Field" Q&A with a scholar, practitioner or social media influencer. 266 CHAPTER 10|SOCIAL MEDIA AND MOBILE Brands that have tried to capitalize on natural disasters, tragedies or days of remembrance have been met with swift backlash from social media users whove deemed them tone-deaf and insensitive. 186 CHAPTER 7|IMPLEMENTATION Whenever you see the words Sponsored content or You may also like on a web page or in an app, youre very likely looking at native advertising. B2B also refers to the relationships between businesspeople from different companies or organizations. As Dodsworth reported in the Forbes article, This started as an initiative, but now its the way we work. Kimberly-Clark claimed, Were changing more than just diapers around here. How did the companys efforts to promote diversity also promote the companys business interests? Flaming Hostile communication among internet users. In business these publics include other businesses, employees and investors. Military PAOs can be uniformed or civilian. Ethics: Free Flow of Information and Data Protection In April 2018, I received a note from Instagram. One measure of relationship nurturing is how often donors hear from an organization when they are not being asked for money.28 As Kelly puts it, the best way to nurture a long-term relationship is simple: Accept the importance of previous donors and keep them at the forefront of the organizations consciousness.29 Include donors on e-mail lists. Masculinity-femininity Cultural dimension describing the difference between cultures that value competition, achievement and material success and those that value care, collaboration and modesty. Its true that these communication ing of client mentions and trends. 6. Trademark Word, name, phrase, symbol or design used to distinguish a product or service from others in the competitive marketplace. . Branding magic happens when communication strategists successfully align an organizations actions, communication and culture with the cultural contexts of key publics. But research shows that branding yourself as positive means more 376 CHAPTER 14|CAREERS than just smiling in your profile pic or remaining upbeat in your tone. Cigarettes, which are equated with men, become torches of freedom. In this last statement I found a way to help break the taboo against women smoking in public. She stood, smiled and put on a Warriors cap, striding to the stage backed by the loudest applause of the night.16 Notice that the why? of this story is missing from the first few sentences. Laurie J. Wilson and Joseph D. Ogden, Strategic Communications Planning for Effective Public Relations & Marketing (Dubuque, IA: Kendall Hunt, 2008). Yahoo, Bing and Google sell sponsored results that appear when users search for certain keywords. Paul Lienert and Timothy Gardner, Volkswagen's Clean Diesel Strategy Unraveled by Outside Emissions Tests, Reuters, September21, 2015, accessed June 18, 2019, http://www.reuters.com/article/2015/09/22/us-usavolkswagen-emission-idUSKCN0RL2EI20150922#0uoPt ue9HzrAyxoo.97. CHAPTER 10|SOCIAL MEDIA AND MOBILE While thinking about your own experiences with organizations is a good exercise to help you develop questions to drive your planning, its not normally a good idea to think of yourself as representing your organizations publics. Theres an agency for that too: the Securities and Exchange Commission (SEC). Thanking first responders, praising volunteers and expressing appreciation to authorities who are involved in the crisis cleanup are ways organizations work to curry favor with key publics. I remember fondly the smells, sounds, banter and life along the busy streets of my home country. Ethics are moral principles that govern behavior and are deeply personal. While essential for professional practice today, they have been at the heart of good public relations since long before Facebook, Twitter and LinkedIn. 32. Photo essays 9. That said, many of the most important goals and objectives of public relations programsaffecting what people think, feel and do offlinecannot be measured with content analysis. Identify an organization partaking in community management on Twitter or Facebook, and compare how the organization responds to positive comments versus negative comments. Attitudinal Having to do with affect, emotion, favor or disfavor toward an organization, brand, product, service, idea or any other attitude object. Public Relations - Tom Kelleher, Anne Marie Males - Google Books Edward Twitchell Hall, Beyond Culture (New York: Anchor, 1989), 91. Big data are having a significant impact on the profession and how we do research throughout the whole cyclical campaign processfrom inception to the evaluation. Crowdsourcing a Definition The negative connotations and confusion over job titles have not been lost on those in the profession. However, these are the people who steer the organization at the highest levels, and a public relations person who is well versed in rational, defensible, ethical decision-making will be in the best position to inform this group in handling public relations issues before they become crises. This Forethought about goals and objecchapter discusses those steps as well as the key components of plans to tives and the strategies and tactics achieve them: goals, objectives, timelines and budgets. interviews and photo opportunities, or What role do you think public relations people played in helping tell even write full drafts of the story to send Evanss story? What do you do? But you also have to do the work you propose. 248 CHAPTER 9|WRITING Business Writing While not unique to public relations, emails, memos, proposals and old-fashioned letters on letterhead are a major part of the writing you will do in public relations. You cant say, We need a few diverse people here because were lacking that. It really needs to be built into everything that you do. 22. Participatory culture A culture in which private citizens and publics are as likely to produce and share as they are to consume; commonly applied in mediated contexts in which consumers produce and publish information online. Chiara Giordano, Neymar and Messi Mastercard Campaign to Feed Starving Children Branded Disgusting, The Independent, June 3, 2018, www.independent .co.uk/sport/football/world-cup/mastercard-worldcup-campaign-lionel-messi-neymar-starving-childrenbacklash-a8380516.html. GoPro tells users to share with #GoPro. organizations to publics and to interpret publics to organizations. Alexander V. Laskin, The Value of Investor Relations: A Delphi Panel Investigation, 2007, accessed May 21, 2019, https://instituteforpr.org/wp-content/ uploads/2007_Laskin.pdf. Reinventing Storytelling for the Mobile World, , April 13, 2018, www.facebook.com/business/news/ reinventing-storytelling-for-the-mobile-world. The benefits abound for those who invest time and resources in doing it right. 6. Recognizes the relationships among PR, legal, finance and IT, as essential management functions. His research focuses on laws and regulations affecting public relations practice. Look at the citations and links in the references. Transparency. There are times when a potential paycheck is not worth the dissonance it creates. In addition to being a newspaper reporter, Foote has led advertising sales teams, helped develop strategy and launch websites, and developed and managed public relations for Tom Business Writing 249 Joyner and his media company. Actual malice When a defamatory statement is made with knowledge of its falsity and reckless disregard for the truth. . Think about financial data. Chipotles Food with Integrity program outlines the companys commitment to using only quality ingredients and respecting the welfare of farmers, animals and the environment. Planning Forethought about goals and objectives and the strategies and tactics needed to achieve them. In 2000, BP introduced a new logo as part of a major re-branding campaign by its agency, Ogilvy & Mather. 216 CHAPTER 8|EVALUATION person on average will read each copy of a publication, or that being covered as part of a news story is more valuable than paid advertising in the same media space. 23. https://www.reuters.com/article/us-volkswagenemissions-porsche/volkswagen-unit-porsche-to-pay535-million-euro-fine-over-diesel-cheatingidUSKCN1SD1BA. 1.4 Apply systematic ethical decision-making for public relations. use of research for advocacy and profit with the process of utilitarian ethics. A few themes emerge from these types of advice columns. Paul Lazarsfeld and Robert Merton wrote in 1948 that the mass media bestow prestige and enhance the authority of individuals and groups by legitimizing their status.52 For this reason, many public relations practitioners would consider it a crowning achievement to get their client or organization (or themselves) featured on the Today show, in Time magazine or on the front page of their major metropolitan newspaper. Our brand has been built on a 50-year foundation of trust with our guests, and we want to assure you that the cause of this issue has been addressed and you can shop with confidence at Target. Morgan Sung, 10 New Year's Resolutions That Will Make Your Online Life a Little Better, Mashable, December 31, 2018, accessed June 13, 2019, https:// mashable.com/article/ new-year-resolutions-social-media-2019/. It included a Ford-sponsored national safety forum attended by safety researchers, auto industry engineers and law enforcement officials. Parents of small children also would be primary publics, but you might decide to label parents of older teenagers and teachers who might encourage participation as secondary publics. However, the agency also pays for her benefits including costs such as health insurance and retirement contributions. Of course, not all organizations publish mission or vision statements, but you can still find evidence of an organizations broadest guiding principles and philosophy in key publications such as annual reports, or even the About Us section of a website or app. As critics of public relations like to point out, unbridled advocacy and subjectivity in collecting and analyzing data can lead to lieseven damned liesand these traps only make it harder for a loyal advocate Independence In public relations ethics, the value of autonomy and accountability in providing objective counsel. DISCUSSION QUESTIONS 1. html. Sunlight is said to be the best of disinfectants; electric light the most efficient policeman. 27 Food and Drug Administration (FDA) U.S. federal agency responsible for regulating food, drugs and healthrelated products and services including the promotion of these products and services. Goals and Objectives It takes clear writing to articulate your goals and objectives as part of a public relations strategy. But when dealing with large-scale issues of public concern, research is often brought into the mix to help organizations decide on their positions and then advocate appropriately. Do you feel like you are sacrificing authenticity when you change your voice for different contexts (e.g., texting, blogging, business writing)? Sentiment A measure of the tone or emotion behind social media mentions or comments, typically categorized as positive, neutral or negative. Can you imagine what it would mean to shareholdersand even entire economiesif Coca-Cola just stopped selling soda because the product was unhealthy? They sued Musk for misleading investors and manipulating stock prices. Name-calling and hyperbole cant really be proven true or false and, therefore, cannot be the basis of a defamation suit. Social listening The process of tracking, analyzing and responding to conversations about specific topics online. 37. Public relations professionals must understand the main forms of social media contenttext, images and videoand how they can be used to capture attention, tell stories and drive action. In December 2018, an animated commercial from Iceland Foods (a British grocery retailer) was banned from airing on TV in the United K ingdom. 5.4 Discuss applications of qualitative research. Moderation features and filters on the social media platforms allow users to hide and block specific words or users, and many organizations even outline their community guidelines on social media. IW Group was approached more than a decade ago by all of the major communications and marketing conglomerates. But that doesnt mean public relations people have to always accommodate publics, nor do they always have to go to battle and advocate hard on one side of an issue. 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. These fringe benefits can cost the firm up to 30 percent or more of her base pay. L ove em or hate em, listicles are part of the online media landscape. Successful and ethical public relations requires an understanding that not everyone shares your background and culture. Careful study of specific programs conducted by your team and systematic analysis of changes in awareness, web traffic and sales; analytics. The rise of mass media in human history accompanied the rise of mass production and consumption. They opted instead to remain calm, patient and good-humored. With respect to searches, publics count on search engines and algorithms to filter for the content that is most relevant to their queries. CASE STUDY Would you say you were part of a latent, aware or active public for the issue ofnet neutrality before reading this chapter?