public relations 2nd edition tom kelleher pdf

Perhaps nowhere else in public relations are the relational outcomes of trust, satisfaction, commitment and control mutuality so apparent. Taylor Telford, SEC Sues Volkswagen, A lleging It misled Investors in Emissions Scandal, The Washington Post, March 15, 2019, accessed June 18, 2019, https:// www.washingtonpost.com/business/2019/03/15/ sec-sues-volkswagen-alleging-it-misled-investorsemissions-scandal/. Third-party data Data on user behavior that is collected or aggregated by one organization and sold to another organization. 29. We Believe: The Best Men Can Be, Gillette, January 13, 2019, accessed August 25, 2019, https://youtube/ koPmuEyP3a0. ), formal titles (Ole Miss or University of Mississippi? Other important relationships driven primarily by commerce include business-to-business relations, employee relations and investor relations. Copyright Claim to intellectual property rights of an original work of authorship including rights to reproduce, distribute, perform, d isplay, license and so on. These may be important questions for the sponsoring organizations as they budget for specific departments (see Chapter 7 for a discussion of types of media). 34. In other words, relationships were the top reason these young Israelis used smartphones. As Professor Ronald Smith put it in his text Strategic Planning for Public Relations, Measure outputs if you wish. 2. Buy, rent or sell. Thus, the most fruitful donor relationships are longterm and based on mutual commitment to the organizations mission. Usage divide (or second digital divide) Gap between people who use information and communication technologies for education, self-betterment, civic engagement, etc. Beyond these core content changes, the second edition features a refreshed design and art program that better signposts key examples, vivid images, and extensive social media and ethics coverage that continue to be hallmarks of the book. Describe a relationship that you have as an individual that could be seen as mixed-motive. hundreds of thousands of dollars for a Where might you find pizza in a public relations budget? of conversations in the marketplaces where organizations and publics meet. Sometimes you should advocate, and other times it makes more sense to accommodate. People dont have to go anyplace anymore, said Lauterborn, describing the era of catalogs, credit cards and phone orders in 1990 that would soon become the era of Zappos and Zillow, eBay and Etsy. People dont drink Coke for their health these days. Burger King gave customers a step-by-step guide to redeeming the Whopper Detour promotionand it all started with downloading the BK App. Explain how the embassys diplomatic approach is more mediated or relational, or if it is better described as a mix ofthe two. Let us know if you agree to them to continue using Instagram. Like millions of other users, I skimmed the note and agreed to the terms. Iceland Christmas Ad: Petition to Show It on TV Hits 670k, BBC News, November 13, 2018, www.bbc.com/ news/newsbeat-46187070. 22. Finding and completing meaningful projects and internships before you enter the world of full-time career work will be especially important as you build your online presence. 66. And, if we want publics to find our organizations and stories when they do internet searches, we must understand how to write for search engines. Of course, asking some questions to a few friends and conducting a $300 million national survey represent extremes on the spectrum from informal to formal research. Social media was blowing up, and organizations worldwide had to figure out what to do about ithow to demonstrate the value of public relations in a new era of media. Examples of religions using social media are everywhere. . The National Investor Relations Institute defines investor relations as a strategic management responsibility that integrates finance, communication, marketing and securities law compliance to enable the most effective twoway communication between a company, the financial community and other constituencies, which ultimately contributes to a companys securities achieving fair valuation.24 Professor Alexander Laskin has researched investor relations as a subfunction of public relations. ABOUT THE AUTHOR xxi C HAP TE R 1 Principled Public Relations This simple kitchen appliance became the villain in one of Americas most viewed TV series. The client meant no harmhis request came from a good place, as Defren saidbut part of what he was paying Defren and his firm for was expertise in knowing the lay of the land in social media and counseling on exactly this type of situation. Issues management is an area of public relations that focuses on proactive monitoring and management to prevent crises from happening.8 In order to manage issues, you must first be able to identify them. 12. You can push out a lot 194 CHAPTER 7|IMPLEMENTATION of messaging but wonder, is anyone listening? You can pull a lot of messaging, if you do the listening. The key to avoiding plagiarism, then, is proper attribution. See Institute for Public Relations IPRA. These goals are derived from the larger missions of WSSCC and UNICEF and provide the strategic rationale for objectives that determine appropriate tactics. Amanda Glasgow, Does Global Public Relations Exist?, International Public Relations Association, 2011, www.ipra.org/news/itle/ does-global-public-relations-exist/. Storytelling When you think of storytelling, you may think of sitting around a campfire, reading to a child or even open mic night at a coffeehouse, but storytelling is serious business for anyone who works in professional communications. He discourages hostile communication or flaming of critics or trying to sue them. For example, a blood bank may decide to do further research on factors that influence donors, such as cleanliness of facilities, the comfort of waiting areas, food and drink options and donor interaction with counselors. While the appeals court agreed with the lower court that Patterson did not 312 CHAPTER 11|LEGAL have a case for defamation, it concluded that Patterson did have a case for false light invasion of privacy: We believe that a reasonable person could find, under the entire circumstances of the incident, that Ms. Grant-Herms posting of selective facts placed Ms. Patterson in a false light by implying that Ms. Patterson was rude and a bad service agent, one who was more concerned with adherence to the airline rules and procedures than the welfare of the child, and that these implications caused injury to her.49 Voices from the Field Cayce Myers CAYCE MYERS is an associate professor in the Department of Communication at Virginia Tech where he teaches public relations. Another First Amendment question emergeswhat gives Carney the right to discuss the terms of a former employees resignation? Oxford Dictionaries defines the verb crowdsource as obtain (information or input into a particular task or project) by enlisting the services of a number of people, either paid or unpaid, typically via the internet.11 And thats exactly what PRSA did. Former Elon University student and PRSSA president Heather Harder won the Arthur W. Page Society case study competition with her analysis of how Coca-Cola has managed its precarious position. We must build a more diverse and inclusive global organization that looks, thinks and behaves like the people that use our products, said Falk. Even if you are working in house or are already familiar with a client, you may still find it useful to review the organizations mission or vision statement if one is available. Geolocation Function of communication devices that identifies the specific geographic location of the device. A B Nabiscos parent company, Mondelez International, redesigned its animal cracker box in response to a request from PETA. A few themes emerge from these types of advice columns. Trust.Public Relations, Second Edition, presents a clear, engaging and contemporary picture of public relations principles while seamlessly integrating technical and cultural shifts brought about by the rise of social media. McDonalds restaurants in India serve chicken and fish as well as curry-infused options. Alex Hern, Cambridge Analytica: How Did It Turn Clicks into Votes?, The Guardian, May 6, 2018, accessed June 18, 2019, https://www.theguardian.com/ news/2018/may/06/cambridge-analytica-how-turnclicks-into-votes-christopher-wylie. Departing from Grunig and Hunts four models, University of Amsterdam Professor Emeritus Betteke van Ruler studied communication management internationally and identified several typologies. Yes, a big part of that job was to communicate for the client, but he also owed the client solid independent counseling based on his expertise and knowledge of social media. . As multiple forms of media content get digitized, opportunities for mixing and mashing them increase. It helps readers relate to him as a real person. Sophisticated use of techwriting, strategy, nology is another. Timelines 163 event date becomes the focal point around which all other tasks are scheduled. DKNY displayed a New York photographers work in this storefront window in Bangkok without his permission. While it is Part of an employment contract that healthy and competitive to shift your loyalty to your new organization restricts employees from working when you get a new job, what does that mean for your loyalty to your prior for competitors or sharing competitive information such as trade employer and coworkers? KEY TERMS Benchmarking 161 Billable rate 168 Consequentialism 174 Frequency 169 Funnel 155 Goals 157 Impacts 161 Impressions 154 Media planning 169 176 CHAPTER 6|PL ANNING Mission 157 Objectives 157 Outcomes 161 Outputs 160 Overhead expenses 168 Planning 149 Pop-up 149 Pro bono 165 Programmatic media buying 169 Proselytizing 153 Reach 169 Strategic decision-making 155 Strategy 157 Tactical decision-making 155 Tactics 157 Unconferences 164 C HAP TE R 7 Implementation With the right mix of owned, paid, shared and earned media, direct-to-consumer startups can take a bite out of market share from competitors. We haven't found any reviews in the usual places. Your screen is likely lighting up with notificationsan alarm, a text from a friend or a like on your latest Instagram photo. Of course, this doesnt mean that there is no role for public relations in countries 360 CHAPTER 13|GLOBAL Social media and endorsements from celebrities like British comedian James Corden, who is wellknown in the United States, stretched this campaign beyond national borders. And Vicks was even named Brand of the Year in India.30 Ed Booty, Chief Strategy Officer of Publicis Communications Asia Pacific, said it best: Great brands dont just reflect safe and accepted norms, instead they dare to set agendas in culture at large. use at least one social media platform or messaging app, or own or share a smartphone or feature phone. Where applicable, tax will be added to the above price prior to payment. Media gatekeepers People or processes that filter information by deciding which content is published, broadcasted, posted, shared or forwarded. Social networking would involve an e mphasis on common affiliations between the organization and publicson social network sites, these links might take the form of shared Twitter followers, LinkedIn connections or mutual likes on Facebook. Develops timelines and budget. 3. The company has redefined how people buy, sell and recommend books. The SEC claimed that Musk was acting in contempt for not seeking preapproval of his tweet. A public information officer for the National Park Service may spend a lot of time talking to reporters covering a wildfire, or a sports information director for a university may answer a sports reporters request to interview a head football coach about a big win. 9. https://www.ihop.com/en/news/2018/ihop-changesname-to-ihob-and-reveals-the-b-is-for-burgers. Do you actually read the end-user license agreements (EULA) you agree to when you register for new apps? 22. Technological Convergence We may be seduced by the idea that one day all of our media needs will be met with one elegant device. Images Text may be everywhere, but the rise and power of images on social media is undeniable. An issue is any important topic or problem that is open for debate, discussion or advocacy. My call to action is for everyone to take a deep breath, put your reasonableness pants on and work this out.40 A key legal concept in the Tesla case is material information, which is defined as any information that could influence the market value of a company or its products. 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. Validity is a big concern when trying to measure intangibles like attitudes toward an organization or involvement with an issue. Score! New Study Shows Strong CSR Boosts P rofits, Bulldog Reporter, accessed May 21, 2019, http://www.bulldogreporter.com/d ailydog/article/pr-biz-update/newstudy-shows-strong-csr-boosts-profits-majority -of-companies-incre. Output: Number of door-to-door visits by hygiene promoters to discuss with caregivers the role of handwashing in nurturing children. I love my Company, its employees, franchisees and customers.6 On the website, he made very public his criticisms of the companys leadership and included direct challenges to Ritchie, who also faced criticism for poor leadership and creating a toxic work environment.7 The real fiasco, it turned out, likely resulted as much from a culture of inappropriate leadership as it did from the actions of any one individual. Trust.Public Relations, Second Edition, presents a clear, engaging and contemporary picture of public relations principles while seamlessly integrating technical and cultural shifts brought about by the rise of social media. You may be communicating on a different platform, but youre still trying to share information, manage a reputation, advocate and build relationships, just as people have been doing over the ages. The Barcelona group called multipliers flat-out silly unless they can be proven valid for a specific set of circumstances. Building Relationships and Community Social media are uniquely positioned to allow organizations to build relationships and community with their publics. associated with government jobs. Strategy is the underlying logic that holds a plan together and offers a compelling rationale for why we expect a plan to work. Owned, Paid, Shared and Earned Media 189 Media gatekeepers People or processes that filter information by deciding which content is published, broadcasted, posted, shared or forwarded. 36. GLOSSARY 423 High-context communication Exchanges in which most of the meaning conveyed between people lies in the context of the communication or is internal to the communicators. On the other hand, formative research and evaluation can be carefully planned and sophisticated.

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