And, of course, AVEs and multipliers could be misused! 398 APPENDIX A: UNIVERSAL ACCREDITATION BOARD COMPETENCIES 1.7 Diversity: Identifies and respects a range of differences among target audiences. Tom Kelleher, Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication, Journal of Communication 59, no. (eBook PDF) School Public Relations for Student Success Rating Required Select Rating 1 star (worst) 2 stars 3 stars (average) 4 stars 5 stars (best) Name Required Effectively advises organization on strategic adoption and effective use of technology for listening to, communicating with and engaging priority publics. 13.4 Discuss the ethics of alanced dialogue in global b public relations. For simplicity, we might optimistically estimate the following: A million people are exposed to the message. The first part of the short film highlights boys and men being bullies and harassing women. Search for a familiar brands website or social media presence as it appears in another country (for example, McDonalds India, McDonalds Facebook India, Red Bull Japan or 84 Greenpeace Argentina). Or did it reinforce the opinion you already had? Skilled in visual communications and branding, strategy planning and execution, partnership building and stakeholder engagement, metrics reporting and insights generation, and materials development.4 Ferrari, too, is strategically consistent across platforms. 10. Surfing Information and Safety Awareness, Chicago Park District, accessed May 21, 2019, http://public .surfrider.org/files/C hicago_Surfing_Info_Safety.pdf. 6.2 Reputation management: Understands need for maintaining individual and organizational credibility with and among key constituents. 1 (1979): 936. Ethics: Privacy and Safeguarding Confidences 285 SUMMARY 10.1 Assess the strategic value of mobile tactics. When youre living in poverty, its hard to think about anything other than putting food on the table.42 This presents a unique set of challenges for public relations professionals in developing countries. But at the same time, close attention to an organizations budget may provide an opportunity to communicate the value of the organizations work. 14. Microblog A shorter blog post limited by space or size constraints of the delivery platform. These include face-toface meetings, conference calls, press conferences, news releases, brochures, periodic (e.g., quarterly or annual) reports, websites, blogs and online video. 3. Elizabeth Dougall, Issues Management, Institute for Public Relations, December 12, 2008, http://www .instituteforpr.org/issues-management/. A 20-minute video on Facebook? Where applicable, tax will be added to the above price prior to payment. An important strategic question is whether or not purchased followers will actually contribute to the larger goals of a campaign. 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. Start by your employees, your vendors, shareholders, someasking yourself these 5 Ws. As Shannon Bowen puts it, communication professionals must pay attention to ethics before they desperately need to. Categorizing people as White, Hispanic, Asian, African American, and so on is inherently limiting. The success of initiatives like the Whopper Detour stunt shows that Burger King understands that its more important than ever to intercept mobile customers at the right moments, not all the time. . You would want to make sure you mention beach umbrellas on your page. Youre likely familiar with Snapchats geofilter, which allows individuals and organizations to create a photo filter for users in a specific geographic location.15 For example, if you were planning a fundraiser for a local nonprofit, you could set up a geofilter for everyone using Snapchat in that area at that time. Moreover, says Strohmeyer, Have fun with it.27 Sometimes the best way to handle tense situations is to stay engaged with the community and keep a sense of humor. Second, although times have changed, basic principles of public relations remain the same. Although writing for social media requires understanding many conventions (hashtags, reposts, etc. As a matter of ethics, organizations should be transparent with users about which data they collect and exactly what they plan to do with that data. . In addition, the interactive e-book includes videos associated with examples and case studies as well as a number of multiple self-assessment questions tied to the learning outcomes. Situation Analysis 131 Planners need to consider many publics that will be involved in various ways with an event like this neighborhood cleanup in Detroit. One story maintains that reporters during stories? My favorite (and free!) Do you actually read the end-user license agreements (EULA) you agree to when you register for new apps? 6. https://www.omnicoreagency.com/facebook-statistics/. High-context culture A culture that communicates more implicitly and relies more on nonverbal cues than a lowcontext culture. Either way, the goal is to get your attention and engage you. When about 4,500 of the 5,000 doctors to whom they wrote concurred with the conclusion, Bernays publicized the finding nationally. Emily Harris, For Palestinians, Google's Small Change is a Big Deal, National Public Radio, May 14, 2013, accessed May 20, 2019, http://www.npr.org/blogs/parallels/2013/05/14/183966785/ for-palestinians-googles-small-change-is-a-big-deal. Public Relations 2nd Edition is written by Tom Kelleher and published by Oxford University Press. At least back then, in order to publish a link or frame, a user would have to consult the original source, copy the URL, and paste it as a hyperlink. 15% APPENDIX A: UNIVERSAL ACCREDITATION BOARD COMPETENCIES 401 Notes CHAPTER 1 1. 26. 20. https://twitter.com/DaavidTheRapper/ status/1018977376175210497. 34. 45. SUMMARY 12.1 Analyze responses ranging from advocacy to accommodation in public relations conflict cases. How would you categorize the crisis (victim, accident, or preventable)? Strategic Effective personal brandsthe ones that help people get jobs and promotionsdont happen by accident. In the book, she advocates measuring what people are saying, what people are thinking and what people are doing (Table 8.2). Both its professional relevance and digital savvy make this text the new standard for introductory public relations . Stacks calls this latent content. Thanks to my wife Robin and sons Henry and Miles. 16. Ameet Ranadive, Demystifying Programmatic Marketing and RTB, Medium, accessed June 13, 2019, https://medium.com/@ameet/demystifyingprogrammatic-marketing-and-rtb-83edb8c9ba0f. number of information sources available can vary drastically. Dateline Text at beginning of a news story that describes when and where the story occurred (e.g., BEIJING, June 16). Integrated marketing communication Strategic coordination of communication functions such as marketing, advertising and publicity to achieve a consistent concept in consumers minds. 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 Ketchum President and CEO Rob Flaherty put it in a keynote presentation to an industry-educator summit, Half of everything needed now didnt exist ten years ago.22 In thinking about your education, it may be useful to identify core competencies and then to identify the other half of what you need to continually adapt to and learnthe half that didnt exist 10 years ago and that may change drastically in the next 10 years. And Beech-Nut was one of Bernays clients. King Center CEO and Minister Bernice King tweeted, This commercial isnt anti-male. Thats message testing: you are doing a tiny bit of evaluation research to see how others will receive your message before you send it. The SEC was not in a forgiving mood, and brought Musk back to court for violating the terms of the earlier settlement. If you (first party) are trying to persuade a potential customer (second party) to buy your product, the independent reporting of a third party may help your case. Summary Report: Commission on Public Relations Education Industry-Educator Summit on Public Relations Education, Commission on Public Relations Education, May 12, 2015, http://www.commpred.org/ wp-content/uploads/2015/07/industry-educatorsummit-summary-report.pdf. Public relations campaigns and programs with research-based goals and objectives lend themselves to proper evaluation (Chapter 8). Feature stories are more likely to be told with a delayed lead. Principled Public Relations Management Regardless of how you define it, good public relations requires excellent management. #OrgullosoDeSer: Cokes Hispanic Heritage Month Campaign Embraces Latino Pride, Coca-Cola Journey, The Coca-Cola Company, September 16, 2015, www .coca-colacompany.com/stories/ orgullosodeser-cokes-hispanic-heritage-monthcampaign-embraces-latino-pride. Reactive A management style that mainly responds to problems as they arise rather than anticipating them and averting them. A. Brill, the psychoanalyst. Professor Rita Linjuan Men, author of Excellence in Internal Communication Management, maintains that employees should be seen as the highest-priority publics because of their role as corporate ambassadors.11, 12 But it can go the other way too. Membership (even without seeking accreditation) usually requires formally acknowledging and agreeing to abide by the standards set forth in such codes. Summative research Research conducted at the end of a campaign or program to determine the extent that objectives and goals were met. --Jacqueline M. Bodet, Tulane University School of Professional Advancement, "This text is a friendly, comprehensive look at the PR profession, with substantial academic links and a point of view that is supportive to young students." Business, Economics, and Finance . Situational theory of publics Theory that the activity of publics depends on their levels of involvement, problem recognition and constraint recognition. Any of these situations could be seen as public disclosure of private information. We came up withthe idea of flipping the p to a b and itreally grabbed everyones attention. Ethically balancing loyalties is one of the toughest jobs of public relations managers. 8. Whats more compellinga statement directly from Chipotles communications director or a story in USA Today? 17. Some organizations have had to cut ties with influencers because of controversy. Pressure on Nabisco Helped Free Them, Washington Post, August 21, 2018, accessed May 21, 2019, https://www.washingtonpost.com/news/food/ wp/2018/08/21/animal-crackers-have-been-cagedfor-116-years-pressure-on-nabisco-helped-free-them/. Both benefit from clarity, conciseness and authenticity. 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. In investor relations, a publicly held corporation secures capital, and investors get a return by way of dividends or increased value of the shares they own. Evaluation of how one issue was managed informs the first efforts of monitoring for the next one. . Disneyland is the happiest place on earth. Readers will consider that story along with everything else they have heard about the organization. How many tweets? How do the contingencies in this case compare to what the public relations staff of large, complex organizations like United Airlines or British Airways face when they receive a customer complaint? Mission Overall reason an organization exists. Consumer Consumer public relations is one of the most visible segments of public relations, perhaps because it is so closely tied with the advertising and marketing of brands we all know well and products we consume every day. Budgets Achievable goals and objectives depend on the budget, and the budget depends on the resources needed to achieve the goals and objectives. In the 18th century when James Oglethorpe, who founded the A merican colony of Georgia, was looking to promote the settlement of Savannah, he leveraged the endorsement of the Archbishop of Canterbury. Many images are available for sharing as long as you obtain permission, properly attribute the image to its source and, in some cases, link back to that source. Every single reviewer has helped improve the book in some way. Large media organizations with high-traffic websites can run countless A/B tests in any given day to optimize their content. In writing social media policies, can organizations really limit what employees say or require them to obtain approval before posting? Integrated communication Communicating with publics consistently across organizational functions including public relations, advertising, marketing and customer service. Put bluntly, damage control and spin are #fails. How is a conductor's role different from that of a town crier? Consistent and regular interaction (i.e., two-way communication and relationship building) with others online is also a big part of what it takes to be successful in building online social networks. Aligns project goals with organizational mission and goals. 0 Reviews. News stories or online reports about key publics. She says you should write with more yous and fewer wes. This is pretty solid advice for any kind of persuasive writing. 34. https://www.doorofclubs.com/z. But cognitive engagement may also be inferred from metrics like how much time people spend reading a web page (or how far they scroll down), the number of people who watch a YouTube clip from beginning to end, or the keywords they use when searching for information. While essential for professional practice today, they have been at the heart of good public relations since long before Facebook, Twitter and LinkedIn. Like B2C, B2B is often used to describe technologies such as the platforms that businesses use to perform online transactions with each other. Analytics help track behavior as users move from initial exposure to some target behavior, such as making an online purchase. Page saw listening as an important part of public relations, and he saw the public relations persons role as one of keeping upper-level management and others inside an organization informed about public sentiment. Feature writers dig deeper into some angle of an event, a persons life, an organization or a place. As a cohesive narrative analysis of the situation comes together, and as that brief problem or opportunity statement begins to take shape, its crucial to stay in touch with the client or organizations management to ensure you are on the right track. Responsibility: If you make a donation to aid disaster victims, or to help feed local families in need, you want to be able to trust that the organization is using your donation for that specific purpose. Triggers can be set up to alert when a mobile device enters or leaves that area. Vision statement A declaration of an organizations desired end-state. They just dont realize it. Employers 381 Top 10 Global PR Agency Ranking 2019 Ranking Agency HQ Fee Income 2018 ($) 1 Edelman USA 888,405,000 2 Weber Shandwick USA 840,000,000 3 BCW USA 723,000,000 4 FleishmanHillard USA 605,000,000 5 Ketchum USA 545,000,000 6 MSL 7 Hill+Knowlton Strategies France 450,000,000 USA 400,000,000 8 Ogilvy USA 388,000,000 9 BlueFocus China 336,372,995 10 Brunswick UK 280,000,000 Figure 14.1 The Holmes Report ranks the worlds largest public relations agencies and provides other ranking data each year. 68. C hatbots receive and automatically respond to messages. How would you balance his right to free speech with the importance of not unfairly manipulating markets or misleading publics? Principle 3: The Effect on Organizational Performance Should Be Measured Collecting data that show that 80 percent of people who open a video watch it to the end or that people spend an average of four minutes reading your story on Medium definitely indicate levels of attention and behavior as outcomes, but these metrics dont necessarily mean success in supporting your organizations goals and mission. See Federal Communications Commission FDA. .49 Of course, the case also set off a wave of public concern and even outrage about Facebook. 6. When character spaces permitted, wed add a #team hashtag to denote that the tweet was not published by the execbut honestly, this attribution fell away more often than not; we largely relied on the every 10th tweet approach to cover our ethical backsides. Securities and Exchange Commission (SEC) U.S. federal agency responsible for regulating financial activities and investing. Some are shocked. If international travel is not an option, then take some sort of international relations course and seek out international public relations and/or business courses that address the challenges involved in transnational business management. Fortunately, advances in digital camera technology have made do-ityourself photography more accessible. Public affairs officer (PAO) is a more common title in military jobs. TACTICSCHAPTER 9. On the other hand, formative research and evaluation can be carefully planned and sophisticated. Conversion rate In online strategy, the number of goals reached divided by the number of unique visitors to asite. After completing a degree in English literature from Cal State Long Beach, Talia Jane headed north to the San Francisco Bay area to pursue a career in media. Public relations people and lawyersat times theyve had a rocky relationship. 19. Publication date 2007 Topics Public relations -- Data processing, Public relations -- Computer network resources . Transparency. Im going to do most of my work in meetings and on the phone. Do you have more or fewer media devices now than you did two years ago? Statistically significant differences in results between the effects of an A version of a message and a B version could begin to show up with as few as 30 to 40 readers (1520 people seeing each version), if the effects are strong. We also communicate more than we realize on the Internet of Things (IoT). 30. Two-way communication (see Chapter 1) can be particularly challenging when your publics dont have the information or resources to engage in dialogue.43 The term digital divide refers to a gap in access to digital information and communication technologies. People still go to news websites without knowing exactly what the editors will deliver. SEGA, Facebook, https://www.facebook.com/SEGA/. continues How Public Relations Is Different at Its Core 79 continued Do you see cultural convergence (when various forms of culture are exchanged, combined, converted and adapted) as a positive in global societies? We think that animals raised outdoors or in deeply-bedded pens are happier and healthier than those raised in confinement. Chipotle takes a firm stand on sourcing from farmers who abide by their strict guidelines including pasture-raised animals that have room to be animals, and no nontherapeutic antibiotics or added hormones on the farms that produce our ingredients.2 Of course, maintaining these standards comes at a cost, but the business model worked for Chipotleup to a point. Description. The PRSA Code of Ethics also outlines six provisions of conduct. Human interest is whats in it for your readers. Conversion rate In online strategy, the number of goals reached divided by the number of unique visitors to a site. Matthew Ingram, In the Battle of Amazon vs. the New York Times, Who Wins?

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