The result was a flashpoint case illustrating the power of individuals to confront large, powerful organizations on social media. Many nonprofits and NGOs are just as organized, sophisticated and effective in their public relations strategies as the other organizations with which they interact. org/respweb/about_nsduh.html. How has the relationship between organizations and the consumers they market to changed? 11.8 Discuss the ethical balance between safeguarding organizational confidences and respecting the privacy of individual social media accounts. Corporate social responsibility (CSR) Companies commitment of resources to benefit the welfare of their workforce, local communities, society at large and the environment. Social media followers Social media users who receive crisis information from social media creators. What contingencies of the situation made advocacy a better strategy than accommodation? Advertising Despite the explosion of innovation and change in media industries in recent decades, most media business models still rely on advertising dollars as a primary source of revenue. Copyright infringement Use of protected works without proper permission from the copyright holder. Briefly describe one crisis of each type (victim, accident, preventable) that has occurred in the past year. Objectives are the specific measurable steps that you must achieve to accomplish larger goals. 2.4 Discuss the ethics of transparency, objectivity and advocacy. You can make creative and strategic decisions about how the message is produced (or at least you contract the people who do). Likewise, if you pull a photo of someone from a social media account, youll want to obtain permission before using that photo on your company web page. According to an Ipsos study, millennials trusted UGC 50 percent more than other media.50 Some organizations proactively ask users to share their content, creating a continuous content stream. Environmental problems and economic forces have made the plants continued operation unsustainable. You can also find out what keywords people used in those searches. 364 CHAPTER 13|GLOBAL Similarly, global public relations agency Weber Shandwick emphasizes the importance of globalizing strategies and standards, but localizing tactics.54 A survey of senior corporate communication executives for large multinational companies found that global integration called for consistent brand positioning and the quick flow of knowledge across global teams, but that didnt mean replicating tactics in multiple countries. Our success is measured by the happiness of the people and pets we serve, not simply by the amount of pet supplies we deliver. This case appears to be a doozy because Defren had a duty to pretty much everyone in Seib and Fitzpatricks list: (1) himself, (2) his client, (3) the profession, (4) the media and (5) society. How has Americas history shaped differences between U.S. public relations and public relations in other countries? Looseleaf In order to achieve those goals and objectives and to implement that brilliant strategy, you have to pull off the tactics. Small and large businesses often partner with nonprofit organizations to sponsor community events and causes like this 5K race. 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. 56. For example, lets compare Twitter to Chinas Sina Weibo. Attending Attention is the next challenge. 21. Think direct-messaging, 1930s style: In the interests of equality of the sexes and to fight another sex taboo I and other young women will light another torch of freedom by smoking cigarettes while strolling on Fifth Avenue Easter Sunday. Public relations practitioners who can report data with context, actionable intelligence and clearly articulated next steps will shine in modern organizations. The dominant coalition may or may not include public relations executives. Ethics: Privacy and Safeguarding Confidences Its not just our tablets and phones on which we communicate. Intellectual property includes writing, inventions, logos, images or designs, and all sorts of combinations thereof. Buy; Rent; Sell; Buy; . The service is free for public places such as parks and landmarks and can be purchased for businesses and brands. Guidelines will help different writers from within the organization work together to support this theme. Identifies communities formed through technologies. Please try again. 182 they manage their professional interactions. They focus specifically on issues for the sake of making a difference, with a much less direct link to any commercial motive. When an angry customer called Little Italy Restaurante in Anchorage, Alaska, to complain about a delivery driver, owner P. J. Gialopsos advocated for her employee rather than accommodating the customer.5 The driver, who has a speech impediment and autism, delivered the wrong order, leading the customer to complain irately, use foul language and accuse the driver of being on drugs. Conversational voice An authentic, engaging and natural style of communication that publics perceive to be personable. Ashley Sefferman, Most Brands Hear from Less than 1% of Their Customers, Apptentive, January 17, 2019, www.apptentive.com/blog/2019/01/17/most-brandshear-from-less-than-1-percent-customers/. Median Salaries for Nonprofit Communications Directors, Nonprofit Marketing Guide.com, https://www .nonprofitmarketingguide.com/blog/2019/02/19/ median-salaries-for-nonprofit-communicationsdirectors/. 25. For organizations practicing international public relations, the benefits of globalization include increasing the scope of operations, making more money in new markets and opportunities for achieving greater social and environmental impact with more diverse publics. Why else might brands choose to partner with diverse influencers? Similar to agencies, pay at nonprofits can start lowbelow $30,000 for entry-level jobs, but salaries for communications directors at U.S. nonprofits range from the $30,000s to $125,000 with a median of $60,000, according to one report of 2018 data.15 Nongovernment organizations (NGOs) are one type of nonprofit. What might we learn about a culture through food? John Vernon Pavlik and Shawn McIntosh, Converging Media: A New Introduction to Mass Communication (New York: Oxford University Press, 2011), 365. How might social media prompt unexpected responses to regional public relations efforts? 22. Dodsworth asked hiring managers writing job postings to focus more on skills that could be transferred to new positions than on accumulated years of past experience.

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