Voted #1 site for Buying Textbooks. Although practitioners may start with a general background and broad context for strategic public relations efforts, delving deeper makes apparent the need for research specifically focusing on the organization and its publics. These were the words used by various media outlets to describe an incident involving Papa Johns founder and Chairman John Schnatter when Forbes.com revealed that Schnatter had used the N-word on a conference call with a marketing agency. These groups either have an effect on or are affected by the organization. Utilitarianism focuses on the results of ones actions. Comprehending Sometimes people like a message, but they just dont get it. Often, the people who created the content might even be excited that you are helping them go viral and obtain more exposure. JOINING RELEVANT CONVERSATIONS Brands dont always need to be the subject of a conversation to join the conversation. See Clients/customers Cutlip and Center's Effective Public Relations (Broom and Sha), 4 Daily Beast, The, 371 Daily Tar Heel, The, 63 Dallas Morning News, The, 249 Damage control, 4, 7, 10, 15, 16 Damico, Joan, 268 Damned Lies and Statistics (Best), 220 Data, 2069, 290 analyzing and presenting, 391 big, 207, 2089, 220 Cambridge Analytica scandal, 33941, 353p first-party, 207 mobile media and, 25960 protection of, 8083 third-party, 207 Dateline, 239 Dvalos, Felipe (illustration by), 88p Deadspin, 300301 Dean, Howard, 4344 Decision-making, 18, 21, 174 strategic (see Strategic decision-making) tactical, 155 Declaration of Principles (Lee), 3233 Deep links, 303 Deepwater Horizon rig explosion, 9 Defamation, 290, 29495 Delayed lead, 235 Delgado, James, 242 Dell Computer, 264, 264p Delta Airlines, 378 Delta Airlines Foundation, 190p Demand-side platforms (DSPs), 169 Demographics, 129, 209, 350 Deny strategies, 33637, 340 Deontological ethics, 21, 174 Department of Agriculture, U.S. (USDA), 152, 152p Department of Defense, U.S. (DOD), 384 Department of Education, U.S., 59, 139 Department of Health and Human Services, U.S., 138 Department of Homeland Security, U.S., 34 Department of Justice, U.S., 304, 385 Department of the Army, U.S., 385 Department of the Interior, U.S., 385, 385p Dependability, 90 Dependent variables, 203 Descriptions, 247 Detroit neighborhood cleanup, 132p Detroit News, The, 76 Dialogic communication, 37071 Dieselgate, 32528 Digital convergence. Jon Ericson, Nagle: Howard Dean was the godfather of today's online political campaigns, The Courier, February 6, 2012, accessed May 20, 2019, https://wcfcourier. Mobile is ubiquitous, social, personal and localand the most successful mobile tactics reflect these characteristics. 5.3 Organizational structure and resources: Recognizes chain of command, including boards of directors, senior leadership, middle management, direct line supervision, line positions, and each levels distinctions. How do you feel about a single communication firm representing both tobacco companies and healthcare organizations? In places such as Asia, there has always been an imaginary line between journalism and branding. Google alerts and other search services can be set to monitor for specific terms and links, and notify you when your blogs get mentioned. Understands what information needs to be collected, evaluated, disseminated, and retained. Betteke van Ruler, whose town crier typology of a public relations practitioner was introduced in Chapter 2, also identified a conductor type of public relations person. Early American h istory is also chock-full of classic public relations strategies and tactics such as sloganeering (Give me liberty or give me death!), pseudo-events organized pri marily for media coverage (Boston Tea Party), and opinion-editorial writing (The Federalist Papers).46 Of course, the arena for American politics is almost as raucous in the digital era. Furthermore, if benchmark research is designed well, conducting evaluation research will largely be a matter of repeating earlier research and comparing results. Mitch McNeil, The Reality of Surfing in C hicago, The Inertia, accessed May 21, 2019, http://www.theinertia .com/surf/the-reality-of-surfing-in-chicago/. Ethics: Loyalty and Diversity inCommunication and Action Just as communication without action produces meaningless spin, diversity initiatives without loyalty amount to window dressing or a misguided attempt to gain political correctness points, as media critic Eric Deggans puts it.21 A key step in the process of ethical decision-making is identifying the diverse parties who will be affected by a decision and defining the organizations loyalty to each. Problem recognition When people detect a problem or situation in their environment and begin to think about it. Portrayal in a False Light Portrayal in a false light occurs when someone spreads wrong information about a person that reasonably can be considered offensive or objectionable. When Zuckerberg was called to testify in congressional hearings in 2018, lawmakers threatened more stringent regulation of Facebook. Key Outcomes of Relationships Depending on the specific goals and objectives of organization-public relationships, mutually beneficial relationships may come in many forms. Classification: LCC HD59 .K45 2021 (print) | LCC HD59 (ebook) | DDC 659.2dc23 LC record available at https://lccn.loc.gov/2019034697 LC ebook record available at https://lccn.loc.gov/2019034698 987654321 Printed in Mexico by Quad/Mexico To my parents, Fred and Imogene And for my wife Robin and our sons Miles and Henry ABOUT THE AUTHOR XXI SECTION I FOUNDATIONS CHAPTER 1 Principled Public Relations 1 CHAPTER 2 Public Relations Models Through the Ages 27 CHAPTER 3 Convergence and Integrated Communication 55 Brief Contents PREFACE XIII CHAPTER 4 Relationship Management 86 SECTION II STRATEGY CHAPTER 5 Research 117 CHAPTER 6 Planning 148 CHAPTER 7 Implementation 177 CHAPTER 8 Evaluation 200 SECTION III TACTICS CHAPTER 9 Writing 225 CHAPTER 10 Social Media and Mobile 256 SECTION IV CONTEXTS CHAPTER 11 Legal 288 CHAPTER 12 Issues and Crises 319 CHAPTER 13 Global 349 CHAPTER 14 Careers 374 APPENDIX A: UNIVERSAL ACCREDITATION BOARD COMPETENCIES 398 NOTES402 GLOSSARY421 CREDITS429 NAME INDEX 430 SUBJECT INDEX 431 v Preface xiii About the Author xxi Contents SECTION I FOUNDATIONS CHAPTER 1 Principled Public Relations 1 Defining public relations 2 Textbook definitions 3 CASE STUDY: HOLD THE FIASCO, PLEASE. Arkell would know because bacon was one of Beech-Nuts primary products. For example, a Facebook post from Judy Berry read: So proud of Anchorages own Little Italy Restaurante & its owner P. J. Gialopsos for standing up for her employee. 4. While a lot of research results in competitive business environments may be justifiably proprietary, public relations researchers should still be able to explain their methods and results clearly and transparently to those who are paying for their services. Kim Kardashian Doja Cat Iggy Azalea Anya Taylor-Joy Jamie Lee Curtis Natalie Portman Henry Cavill Millie Bobby Brown Tom Hiddleston Keanu Reeves. Search online for another communication-related code of ethics such as one for journalism, filmmaking, blogging or marketing. 4. Interviews and source-reporter relationships can also be initiated more proactively. Organizations and influencers sought to make short, snackable content to capture our decreasing attention spans. I imagine the Brazilian TV show turned out pretty well too. Hofstede identified five major cultural dimensions that have been useful to understand and improve how people of different cultures communicate: power distance, individualism-collectivism, uncertainty avoidance, masculinity-femininity and long-term orientation. 16. Whether or not you shop at the store depends on your beliefs and attitudes about the store, and in your mind that clear idea of how you feel is based on countless factors. Additional materials, including summary videos, video quizzes, discussion and case study questions, and additional assignable quizzes, are available via an instructor LMS course package when students redeem the access code that comes free with every new print book and ebook. 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. This isnt to say you shouldnt show personality in your professional profiles. PDF The Public Relations Strategic Toolkit An Essential Guide To Successful They resorted to rotating their restaurant menus periodically so that no one restaurant would go without carnitas for any extended period of time. Guidelines will help different writers from within the organization work together to support this theme. But, you may ask, doesnt the First Amendment protect our free speech? Identify a specific CEO or celebrity on social media who you suspect does not write all of his or her own posts. A market research firm released a report about the demand for different kinds of molding and trim in the building construction industry.7 A company won a teachers choice award for best battery-powered pencil sharpener. Handshakes may turn into deals that need to be formalized in writing. CASE STUDY BARK started off as a direct-toconsumer (DTC) company. 35. Experiments Experiments allow researchers to test predictions based on controlled differences between groups. And as they build their local staffing with Chinese nationals, they must be sensitive to the profound differences in their background and understanding of western norms. See also Clients/customers B2C relationships, 9798 corporate social responsibility and, 11213 integrated marketing communication and, 7172, 98 PR careers in field of, 388 Content ephemeral, 275 latent, 13536 for search engines, writing, 248 for social media, 26776 user generated, 276 Content analysis, 13436, 139, 204, 205 Content curation, 27576 Content marketing, 7476, 80 Content Marketing Institute, 74, 268 Contingency theory, 32224, 322f Control (of advertising vs. publicity), 68, 69 Control group, 134 Controlled media, 18284, 194 Control mutuality, 90, 91 Controversy. Here are a few tips from the chapter to help you think about what public relations people do, just in case anyone asks! Amazon.com: Public Relations: 9780190925093: Kelleher, Tom: Books . What made Joseph V. Baker (19081993) a public relations pioneer? 42. Instead of being pushier, content marketers work to draw people to them on their own accord; this is also called inbound marketing. In thanking customers for their patience, understanding and loyalty, they clearly were pursuing a rebuild strategy. Do you see public relations as fundamentallydifferent from marketing and advertising? What crisis response strategies were apparent in this case? KEY TERMS Artificial intelligence 277 Boomerang video 275 Brand advocate 279 Chatbots 277 Community management 277 Content curation 276 Creative Commons 273 End-user license agreements (EULA) 284 Engagement 269 Ephemeral content 275 Feed proofing 271 Freelancers 272 Geofencing 260 Geofilter 260 Geolocation 260 Influencer 279 Internet of Things (IoT) 283 Landscape orientation 274 Linear story arc 275 Looping video 275 Multimedia 268 Newsjacking 266 Non-linear story arc 275 One-to-many content 277 Public domain 272 Selective attention 257 Sentiment 265 Snackable content 274 Social listening 263 Social monitoring 264 Stock image 273 User-generated content (UGC) 276 Uses and gratifications 262 Vertical video 274 Visual listening 264 KEY TERMS 287 C HAP TE R 11 Legal When federal regulators took Tesla CEO Elon Musk to court over Musks tweets, a judge told them to put your reasonableness pants on. Why is this type of legal reasonableness important in public relations? 15. identified two types of groups: those you self-create (like Twitter lists) and those that are like real-life clubs (like Facebook groups). Culture A shared system of beliefs, values, customs and so on that guides behavior of a particular group or public. Even if readers never read past the first paragraph, they can get the gist of the content from direct leads. Were you a social media creator, a social media follower or a social media inactive in the case? Who was your public? As an example, the SECs web page cites a case of a public relations executive charged with insider trading on information he gained while representing a transportation and logistics company: The SEC alleges that Robert M. Morano, a former employee of UTi Worldwide, Inc., obtained more than $38,000 in illegal profits by purchasing shares in the company before it and DSV Air & Sea Holdings A/V jointly announced UTis acquisition. Tonya Garcia, Auto Industry Using PR to Boost Sales and Loyalty, Adweek, June 13, 2011, www.adweek.com/digital/ auto-industry-using-pr-to-boost-sales-and-loyalty/. Save up to 80% versus print by going digital with VitalSource. Make wise and informed decisions about which channels of communication to use, when and for what purpose. How much space does the announcement get in a company email newsletter? Tell readers whats in it for them. without pay from her job as a communication manager for the NGO 17 Cape Town Partnership. #IHOb.7 The speculation began immediately. BARKBOX MARKS ITS TERRITORY ACROSS OWNED, PAID, SHARED AND EARNED MEDIA 191 VOICES FROM THE FIELD: ROSANNA M. FISKE 193 Ethics: loyalty and diversity incommunication and action 195 Owned media 184 CASE STUDY: DOING GOOD BY DOING WELL: KIMBERLYCLARKS EFFORTS TO PROMOTE DIVERSITY 196 Paid media 186 IN CASE YOU MISSED IT 197 Shared media 187 Earned media 189 Mixed media 191 CHAPTER 8 Contents Taking action 178 Summary 198 Discussion questions 199 Evaluation 200 Message testing 202 Focus groups 202 Readability tests 203 Experiments 203 CASE STUDY: GILLETTES WE BELIEVE CAMPAIGN GAUGED BY MORE THAN JUST NUMBERS 214 Principle 5: advertising value equivalencies are not the value of communications 216 Media monitoring services 204 Principle 6: social media should be measured consistently with other media channels 217 Metrics, analytics and data 206 Principle 7: measurement and evaluation should be transparent, consistent and valid 217 Tracking visitor behavior 208 Segmenting referring sources 208 Parsing big data 208 Barcelona principles 209 Principle 1: goal setting and measurement are fundamental 210 Principle 2: measuring communication outcomes is recommended 210 Principle 3: the effect on organizational performance should be measured 213 Measuring the right outcomes 218 VOICES FROM THE FIELD: TINA MCCORKINDALE 219 Ethics: independence 220 IN CASE YOU MISSED IT 222 Summary 222 Discussion questions 223 Principle 4: measurement and evaluationrequire both qualitative and quantitative methods 213 ix SECTION III TACTICS CHAPTER 9 Writing 225 Contents Five reasons to write well in public relations 226 Writing for intermediaries 238 Writing for news media 238 Relationships 227 Writing for social media 243 Influence and persuasion 227 Writing for search engines 246 Goals and objectives 227 Reputation management 228 Impression management 228 Storytelling 229 CASE STUDY: A VIRTUOUS (BI)CYCLE: HOW THE WORLD BICYCLE RELIEF ORGANIZATION TELLS STORIES WITH PURPOSE 229 Business writing 249 VOICES FROM THE FIELD: CORNELIUS FOOTE 249 Ethics: expertise and writing for mutual understanding 251 CASE STUDY: WORDS MATTER: A STRANGE CHOICE FOR AN AGENCY NAME 251 IN CASE YOU MISSED IT 253 Features 231 CASE STUDY: THE GOATS SURF RANCH: HOW A FEATURE STORY HELPED BUILD A WAVE OF INTEREST IN A NEW BUSINESS VENTURE 231 Summary 253 Discussion questions 254 News 236 CHAPTER 10 Social Media and Mobile 256 Mobile first 258 Ubiquitous 258 Images 271 Social 258 Video 273 Personal 259 Curated content 275 Local 260 CASE STUDY: BURGER KING USES MOBILE APP TO TROLL COMPETITORS 260 Uses and gratifications of media 262 Social and visual listening 263 What is social listening?
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