Mentioning public relations and ethics together in the same sentence will lead to rolled eyes and snarky responses in many circles. Manveena Suri, India: Transgender Mom Ad Sparks Debate and Tears, CNN, April 20, 2017, www.cnn .com/2017/04/19/health/transgender-india-momvicks-advert/index.html. Hyperlink A piece of text or an image online that can be clicked on to reach another resource online. Theres a point of diminishing returnssearch engine algorithms actually punish excessive repetition. Ruthie, were innocent until proven guilty. Samuel D. Warren and Louis D. Brandeis, Right to Privacy, Harvard Law Review 4 (1890): 193. Responsible supply chain management Careful monitoring of product production and distribution to ensure that generally high ethical standards of social and environmental responsibility are maintained. Microchips are assembled with 98 CHAPTER 4|REL ATIONSHIP MANAGEMENT touch screens, microphones, optical devices and so on. 71. Google calls it keyword stuffing, and warns against filling your pages with duplicate words because it results in a negative user experience, and can harm your sites ranking.29 HEADLINES, PAGE TITLES AND DESCRIPTIONS In print media, headlines capture attention and make the difference between whether someone reads a story or not. For example, a situation might occur in which a boss (whether in a corporation, nonprofit or firm) asks an entry-level practitioner not to disclose certain information that the practitioner believes should be revealed. User-generated content (UGC) Content voluntarily created by online users. Study Shows How Medias Influence on Public Opinion Varies by Country, The University of Kansas, October 1, 2018, today.ku.edu/2018/09/13/ study-shows-how-media-influence-public-individualopinions-varies-country-factors. Prior to the world wars of the 20th century, the word did not carry the negative connotation it hastoday. 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. Thousands 344 CHAPTER 12|ISSUES AND CRISES will lose jobs. That is the question at the heart of initial crisis assessment. Ethics: Beware of Zombies; Enhance the Profession 173 Consequentialism Results-based system of ethics that holds that the best ethical decision is the one leading to the best outcomes or impacts. Chapter 3 will cover the differences and, perhaps more important, the integration of public relations with related functions such as marketing and advertising. Papa Johns is a pizza company with 120,000 corporate and franchise team members around the world. The rewards of this relationship can be significant. Listen carefully at meetings and events, systematically pay attention to internal and external communications, formally and informally analyze 328 CHAPTER 12|ISSUES AND CRISES TABLE 12.1 OVERLAP BETWEEN RPIE AND PROACTIVE ISSUES MANAGEMENT FOUR-STEP PROCESS FOR PUBLIC RELATIONS (RPIE) SEVEN-STEP PROCESS FOR PROACTIVE ISSUES MANAGEMENT RESEARCH Monitoring Identification PLANNING Prioritization Analysis Strategic Planning IMPLEMENTATION Implementation EVALUATION Evaluation media content (including social media) and keep lines of communication open with opinion leaders. Another option is pre-roll advertising, which is a commercial ad displayed for a few seconds as online video before the desired video is shown. Though the story would certainly offend Amazon management, expose some of its executives to public criticism and possibly even hurt its recruiting and profits, the article was protected speech under the Constitutions First Amendment. Product-specific policy was made more salient when former New York Mayor Michael Bloomberg proposed a ban on the sale of sugary drinks larger than 16 ounces. Why? 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. The firms select fonts and colors that will work best. Business to consumer (B2C) The relationship between a business and the end users or consumers of its product or services. What do you need to add, remove or change to bring your grades up? What were the limitations? Sometimes its better to advocate than to accommodate. 11.5 Summarize the role of public relations professionals in providing public information. Please use a different way to share. 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. KEY LEARNING OUTCOMES 5.1 Explain the role of formative and summative research in the RPIE cycle. Goals Statements that indicate a desired result for public relations efforts. 24. Both support the missions of nonprofits. Strategic Planning 155 What may at first look like a simple publicity stunt to gain attention may actually serve as part of a broader strategy. Although the story byline in this case goes to AP sportswriter Jake Seiner, public relations people working for NBA 2K likely did much of the legwork. How Do You Conduct a Social Listening Search? Twitter probably knows that. Diversity Inclusion of different types of people and different types of views. Conversation. Provide some specific examples. Strategic personal brand activities Personal branding Strategically creating, positioning and maintaining a positive impression of yourself to signal your professional promise. The question for analysis is how effective the company is in building and maintaining simultaneous relationships with a range of stakeholders with very different interests. PREFACE xvii Glossary Key terms are defined in the margins of the print text and hyperlinked to the bolded key terms in the interactive e-book, to reinforce key concepts. Yours truly a MAN who Shaves.12 Hey Gillette, weren't you one of the companies that overcharged women for the same product simply because you changed the color to pink?13 PRNews called it a close shave, observing that the campaign had divided audiences on whether it was genuinely an effort for social good, a profit-driven rebranding, or both.14 The only way for Gillettes parent company, Procter & Gamble, to evaluate the campaign is to take into account both qualitative and quantitative measures. When you get information on a product or a brand from your friends chatting in class or posting on Instagram, thats word of mouth. Probably not, and wanting to keep something a secret indicates a lack of transparency. Working with the press and communicating on behalf of an organization requires understanding your role in the marketplace for ideas that the First Amendment serves to protect. If objectives are specific and measurable, it will be clear what needs to be measured (e.g., number of primary caregivers who report washing hands or pounds of recyclable material collected). That said, some organizations have tried out policies requiring users to obtain permission before posting deep links, which are links that bypass an organizations home page and take users directly to otherwise copyrighted material. Is the daily dip in stock prices part of a larger pattern? The 3,500-square-foot retail store was designed to exist for only a few months during the fall and holiday shopping season, but it featured live full-sized ficus and birch trees, giant terrariums with ferns and moss, and various weather-themed rooms including an immersive digital rain room and a blustery, photo-ready winter scene.3 This was all very Instagrammable of course. The companies operate thousands of fake accounts that exist for no other purpose than to follow other accounts. 35. But at the same time, close attention to an organizations budget may provide an opportunity to communicate the value of the organizations work. In 2016, Apple came head to head with data privacy when it received an FBI order to unlock an iPhone used by a gunman in a San Bernardino, California, mass shooting. Organic search results are those that are not paid for as advertising or sponsored links. McDonalds restaurants in India serve chicken and fish as well as curry-infused options. Our transformation is grounded in our vision of satisfying our customers financial needs and helping them succeed financially. How so? ), as PR and advertising professionals, we also see our individual and cultural uniqueness as one of our core value propositions. DKNY likely realized that Stanton already had quite a following on Facebook and other social media. Professional Associations Accredited in public relations (APR) Credential awarded by PRSA and other UAB affiliates to those who have demonstrated competency in the knowledge, skills and abilities required to practice public relations effectively. Online, releases are more likely to directly reach non-media publics who find news directly from the organization. In a field like public relations, which year after year is listed among the most stressful career options you can choose, your sanity may well depend on how you and those you work with handle ethical dilemmas and gray areas. The advent of social media was certainly a factor, as reported by Stuart Elliot in The New York Times: Perhaps the most significant changes have occurred most recently, as the Internet and social media like blogs, Facebook and Twitter have transformed the relationship between the members of the public and those communicating with them. 36. Interviews, focus groups and direct observation give researchers and strategists a deeper understanding of human behavior. 7. If an organization is technologically advanced and design-savvy enough to collect, 82 CHAPTER 3|CONVERGENCE AND INTEGR ATED COMMUNICATION analyze and apply data to enhance users products and experiences, public relations practitioners working there should be able to get some help designing and delivering effective disclosures. RELATED UNIVER SAL ACC REDITATION BOARD COMPETENCY AREAS 1.2 RESEARCH (APPLIC ATIONS) 1.8 IMPLEMENTATION 2.2 ETHIC AL BEHAVIOR 2.4 PRIVAC Y ISSUES 2.5 OTHER LEGAL ISSUES 6.5 NET WORKS E Selective attention ven in the days when most news was printed on paper, when tweets Process of filtering information by were sung by birds, when a snap meant something had broken, and focusing on some stimuli in the when chatting was something you did with the person in front of you, environment while ignoring others. . The amount and substantiality of the portion taken in relation to the copyrighted work as a whole. Cultural convergence When various forms of culture are exchanged, combined, converted and adapted.
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