jour exam ch: 9,10,11

Writing for Intermediaries

(1) traditional news media gatekeepers (i.e., earned media), (2) social media (i.e., shared media) and (3) search engines.

types of influencers:

- Celebrities: - Top-Tier" Influencers - Opinion Elites: - Micro-Influencers: - Brand Advocates

Copyright, Trademarks and Patents (3)

- Copyright is a claim to authorship of an original work, including the rights to reproduce, distribute, perform, display or license the work. These "works" include literature, music, drama, choreography, pictures, graphics, sculptures, music and even architecture. - Trademarks are any words, names, phrases, symbols or designs used to distinguish a product or service from others in the competitive marketplace. - Patent: Claim to intellectual property rights of an invention. - The U.S. Patent and Trademark Office (USPTO) authorizes both trademarks and patents. Trademarks and patents are particularly important to startups as they are used to develop organizational identity (e.g., trademarking logos) and to innovate with new products and services

Stealing thunder

- Crisis response strategy in which an organization exposes its own problems (and works to address those problems) before opponents have the opportunity to do so. - steal thunder" when they expose weaknesses in their own cases and address those weaknesses before their opponents have the opportunity to do so. Social media crisis communication theory suggests that your organization can serve as a primary source of information to publics during a crisis if you act quickly enough.

Defamation

- False communication that injures someone's reputation. - Slander: Oral communication that is false and injures someone's reputation. - Libel: Written or otherwise recorded false communication that injures someone's reputation.

Localization is basically the geographic version of personalization.

- Geolocation: Function of communication devices that identifies the specific geographic location of the device. - geofilter, which allows individuals and organizations to create a photo filter for users in a specific geographic location - Geofencing, which uses GPS-like technology to alert when a mobile device enters or leaves an area,

LINKING

- Hyperlink: A piece of text or an image online that can be clicked on to reach another resource online. - Deep link: Hyperlink that bypasses an organization's home page and takes users directly to resources deeper in an organization's website structure. - Framing: When clickable material in a link is actual content from the site to which it links. - When in doubt about your ownership rights of social media content, check the provider's terms of service.

7. Evaluation

- In the evaluation stage, you assess the results, just as you would with any other public relations strategy - evaluation allows you to learn lessons from experience and develop strategies for the future. Evaluation of how one issue was managed informs the first efforts of monitoring for the next one. - Evaluation of how one issue was managed informs the first efforts of monitoring for the next one.

CREATE A COMPELLING STORY ARC

- Linear story arc: Storytelling that follows a logical sequence or chronology. - Non-linear story arc: Storytelling that portrays the story seemingly out of order

Social media crisis communication model (SMCC)

- Model describing the role of social media influencers, followers and inactives in spreading information in crisis situations. - three types of social media users for public relations practitioners to pay attention to during a crisis: 1. Influential social media creators are among the first to identify crises online and then post about them. 2. Social media followers receive their information from the influential creators. 3. Social media inactives receive information from traditional media and offline word of mouth. This does not mean that social media are not involved. Instead, what social media inactives learn offline may be informed by what their sources have learned from social media. - Make yourself and your organization "influential social media creators" by setting up and maintaining crisis-specific social media accounts.

4. Analysis 5. Strategic Planning

- Once issues have been identified and prioritized, they need to be analyzed to determine how they might affect the organization and its publics. - Analysis should include all sorts of publics besides customers. How, specifically, will employees be affected? Will they have to work longer hours? Earn less pay? - strategy at this stage means considering the specific actions that should be taken as well as who should take these actions, when and with what resources. - Ensure your communication plan matches the crisis response action plan, even if the response plan was developed outside of the public relations departmen

Deny Strategies

- Organizations applying deny strategies aim to absolve themselves of responsibility. - Scapegoating: Blaming an outside person or organization for a crisis.

CURRENT/CRISIS DORMANT

- Public relations people have very little control of the situation at this stage. - Regester and Larkin, issues become enduring and pervasive in the current stage. They increase in intensity. - an issue reaches the dormant stage when an organization comes to terms with the consequences

In pitching a straight news story to journalists or editors in news organizations, public relations writers should do the following:

- Start with a good headline and dateline. •Write using the inverted pyramid style. •Include important factual information that journalists would need to support the main points of the story.

Influence and Persuasion

- The most influential influentials in social media engage their publics.

Building Relationships and Community

- The relationships between social media users determine what information they exchange and how they do so - Jan Kietzmann: identified two types of groups: those you self-create (like Twitter lists) and those that are like real-life clubs (like Facebook groups). Organizations have also turned to social media to create their own communities. Research has found that social media-based brand communities have positive effects on the members of these communities, making them feel united and even enhancing brand loyalty.

Relationships

- While writing tactics like these appear to be one-way communication, two-way communication is the essence of their larger context. Each tactic requires the writer to understand readers, listeners, watchers, fans or followers. - you are writing to build and maintain relationships.

early/potential stage. EMERGING

- experts or specialists perceive a potential problem and people within an organization begin planning to respond in some way, the issue has entered - Michael Regester and Judy Larkin describe the emerging phase as a time when industry insiders, specialist media, professional interest groups, activist organizations or any other publics with direct interest, begin to notice and to voice concerns or opinions - Volkswagen denied there was a problem and offered other explanations for why results from the road tests did not meet the expected standards.13 Meanwhile, regulators continued to investigate. The issue was emerging. * An issue moves from the ___________ stage to the ___________ stage when more people begin to take notice, express concern and take sides on an issue.-- potential/ emerging

Ruth Avidar

- explored how and why 21- to 31-year-old Israelis were using smartphones. - relationships were the top reason these young Israelis used smartphones. Information, such as obtaining news updates, was the second-highest rated reason found in this study. This was followed by amusement and diversion, which included gaming, relaxation and passing time.

6. Implementation phase

- includes both action and communication. - implementation of equality as defined in the survey includes hiring women and people of color into leadership positions, challenging inappropriate behavior in the workplace, advocating for the worth and dignity of every person, and seeking and listening to diverse points of view.

The inverted pyramid

- ne story maintains that reporters during the U.S. Civil War - The inverted pyramid also made sense as multi-page newspapers grew in size and popularity because many readers would not turn past the front page to finish reading complete stories that continued on inside pages. - Online news feeds, blog rolls, email preview panes and search engine results favor good leads.

questions:

1. According to writing trainer Ann Wylie, public relations professionals should avoid "corporate-style" writing because: patronizing 2. All of the following are examples of feature stories EXCEPT: Breaking news 3. Feature stories have two basic elements in common: timeliness and : human interest 4. Which of these public relations materials uses a narrative structure to connect factual information in a meaningful way?: Backgrounders 5. Because search engines change their algorithms so frequently, public relations practitioners should focus on: Creating good content 6. . Many organizations publish their own style guides to ____________ in their communication.: Maintain consistency

quesions:

1. An example of _____________ speech is when public relations practitioners engage publics about policies and laws that involve their organizations: Political 2. Certain circumstances may limit rights to free speech in the interest of preventing "substantive evils." This is called the: Clear and present danger doctrine 3. According to Fortune's Matthew Ingram, what is the benefit of having both sides of the Amazon-New York Times case unraveling online?: Members of the public can judge for themselves whom to believe

quiz:

1. Electronic surveillance that accesses online activity that someone reasonably expects to be private is an example of: Intrusion into seclusion 2. An organization that uses a photo of a celebrity without his/her permission is guilty of: Appropriation of likeness or identity 3. According to the text, which of the following torts are public relations practitioners LEAST likely to encounter in their daily professional communication? Intrusion into seclusion

Questions:

1. Every time you're scrolling on Instagram and stop to read a specific caption or watch a video while ignoring others, you're using _____: selective attention 2. According to the textbook, which of the following is NOT a characteristic of successful mobile tactics?: global 3. Burger King's "Whopper Detour" stunt used which of the following to lure customers away from its competitors and to its mobile app?: geofencing 4. While __________ lets you track social media mentions and conversations, ______________ lets you go beyond tracking to analyze and respond to conversations: Social monitoring; social listening 5. Instead, you simply use a heart emoji. How can Coca-Cola find this post?: visual listening 6. A ________ story arc follows a logical sequence or chronology, but a ________ story arc portrays the story seemingly out of order.: Linear; nonlinear 7. General guidelines suggest that ______ percent of your content should be created by your organization, while _____ percent should be curated from other sources: 40; 60 8. are everyday people and employees who champion a brand and are fiercely loyal: Brand advocates

1. According to the text, in a situation where you're faced with a conflict of interest, which tenet of crisis management may serve as a possible solution? 2. Public relations crises like those Nike and Gap faced, when news broke that they used child labor and sweatshops, could be prevented with: 3.In the implementation phase of proactive issues management, public relations practitioners do which of the following? 4. Organizations that apply ________ strategies seek to absolve themselves of responsibility, while those that acknowledge the existence of a crisis but want to minimize responsibility apply __________ strategies.

1. Tell it all and tell it fast 2. Responsible supply chain management 3. Put policies and programs into action to address an issue 4. Deny; diminish

That is the question at the heart of initial crisis assessment. Researchers have identified three main groups of crisis types: (1) victim crises, (2) accident crises and (3) preventable crises.

1. Victim Crises: they assign minimal responsibility for the crisis to the organization--ex: Natural disasters, sabotage and product tampering 2. Accident Crises: an organization may not get a full pass as it would in a victim crisis, because publics still might question the organization's operations. - he amount of responsibility that they attribute to an organization is still relatively low compared to the next category, preventable crises. 3. Preventable Crises: Preventable crises caused by mismanagement, illegal activity or unethical action are the worst kind for organizations, and they may be intensified when the organization already has a reputation for breaking rules or a history of similar crises.

questions:

1. Which of the following holds true with the first sale doctrine?: If you purchase a copy of a work from a copyright holder, you can do what you want with your copy 2. _is any product of the human mind that is protected by law from unauthorized use by others: Intellectual property 3. The General Data Protection Regulation, an EU regulation which protects individuals' _________, impacted internet users around the globe because organizations like Facebook and Google had to change their policies globally to comply: Privacy

questions:

1. Which of the following key provisions of the PRSA Code of Ethic protects confidential client information and the privacy rights of individuals?: Safeguarding confidences 2. The idea that any object can gain the ability to transmit data-including your personal data-over a network is closely connected to: The Internet of Things

Meta Carstarphen and Richard Wells list the following as feature types that public relations writers may produce:

1.How-to features 2.Personal profiles 3.First-person accounts 4.Opinion and editorial 5.Humor or satire 6.Historical writing 7.Round-up stories with perspectives from multiple sources 8.Photo essays 9.Stories about products or services 10.Trend articles

According to the U.S. Copyright Office, the following four factors are often taken into consideration in determining whether use of copyrighted material without permission qualifies as fair use:

1.The purpose and character of the use. 2.The nature of the copyrighted work. 3.The amount and substantiality of the portion taken in relation to the copyrighted work as a whole. 4.Effect of the use upon the potential market for or value of the copyrighted work.

Before you sue the first person who writes something mean and nasty about you or about someone else in your organization, however, keep in mind that courts are rather strict on what counts as defamation.

1.The statement must actually be false and hurt someone's reputation. 2.The statement must be published or spoken to at least one other person besides the person who is the subject of the statement. 3.The false statement has to be factual. 4.The statement must be made with fault.

Artificial intelligence (AI)

A machine's ability to mimic human behavior and intelligence, like learning or solving problems. - Chatbots: Artificial intelligence programs designed to mimic human conversation. Chatbots receive and automatically respond to messages.

Sentiment

A measure of the tone or emotion behind social media mentions or comments, typically categorized as positive, neutral or negative. - Which of the following is a likely warning sign that a crisis may be brewing on social media?: negative shift in sentiment

Social media release

A news release that applies the conventions of social media and includes content designed for social media distribution and sharing. - in today's media environment, news release is probably a better term than press release.

Video news release

A news release that provides broadcast journalists with pre-produced news packages including audio and video material. Q: Which of the following provides broadcast journalists with pre-produced news packages

Human interest

A personal or emotional storytelling angle that focuses on the human condition. - By timeless, they mean that these stories maintain their relevance and value long after they have been told.

Elizabeth Holmes

A picture may be worth a thousand words, but on social media you need a caption.

Ralph Barney

A principled response would be to make public the plans the company has for the plant, thereby demonstrating a willingness to serve larger society

Microblog

A shorter blog post limited by space or size constraints of the delivery platform. - Microblogging, according to Oxford Dictionaries, is simply "a social media site to which a user makes short, frequent posts. insta snapchat - difference between Weibo and Twitter is that most Twitter users log in from countries like the United States, Brazil and Japan, while most Weibo users are in China. - Chinese saying, 'Precise knowledge of self and precise knowledge of the threat leads to victory.'

Feature story

A story that explores some angle of an event, a person's life, an organization or a place.

Delayed lead

A style of beginning a story in a way that entices readers to continue reading without summarizing the story's main points.

f an airplane crashes and the cause is determined to be equipment failure, this would be considered a (an) __________ crisis; however, if the cause of the crash was improper flight training, this would be a (an) ____________ crisis.

Accident; preventable

Code-switching

Alternating between two or more languages or cultural styles.

Material information

Any information that could influence the market value of a company or its products. Insider trading When a company's employees or executives buy and sell stock in their own organization or share information with others who buy or sell before the information has been made public.

Intellectual property

Any product of the human mind that is protected by law from unauthorized use by others.

Uses and gratifications

Approach to studying communication that focuses on how people use media and the gratifications they seek from media.--"What people do with media" -In developing strategy for mobile media, consider asking what people are doing with mobile media instead of what mobile media will do to people.

According to the text, many of the most important results of issues management stem from which of the following?

Crises that are prevented

Snackable content

Easy-to-consume pieces of content that are available on the go.

Personal

In just one week in 2018, Spotify's year-in-review initiative brought in 28 million users, illustrating the power of personalization to drive behavior. - creepiness factor" that may come with data collection by giving users control over if and how they share their results.

End-user license agreements (EULA)

Legal agreement between a software provider and the person using the software. - PRSA Code of Ethics: To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information."

Research shows that working with _____________ can be up to seven times more effective than working with top-tier influencers.

Micro-influencers

Creative Commons

Nonprofit organization that encourages fair and legal sharing of content by helping content creators make their work available with clear terms and conditions.

CONTENT

One of the best SEO "strategies" is also one of the simplest. Focus on good content that matters to your publics

Blog

Online post (or web log) with reflections, comments and often links provided by the writer. - Webster's 2004 Word of the Year was defined as "a Web site that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer." - Dave Winer, who developed much of the software that enabled blogging to catch on in the 1990s, suggested that the only real requirement in identifying a blog was that the "personalities of the writers come through.

Media kits

Packages of information assembled by public relations people for news media. Common contents include news releases, fact sheets, backgrounders, position papers, photos, graphics and so on. - Regardless of the medium, you should package background information in an easily accessible format.

Freelancers

People who work on a project-by-project basis instead of working more permanently for a single employer (e.g., freelance writers, photographers, video producers).

Based on the four factors considered in determining fair use, which of the following is NOT true?

Playing the entire chorus of a song is more likely to qualify for fair use than sampling a few notes from the song

Plagiarism

Presenting someone else's words or ideas as one's own. The key to avoiding plagiarism is proper attribution. Give credit where credit is due!

Impression Management

Process in which people influence perceptions of themselves or their organizations by regulating and controlling information in social interactions. - presenting yourself in ways that help you achieve your goals and aspirations in social interactions. - When presenting yourself in social media, balance being authentic with being professional.

Selective attention

Process of filtering information by focusing on some stimuli in the environment while ignoring others. - In-demand communicators in public relations understand current and emerging technology but also grasp the importance of writing, strategy, and global issues.

Customer relationship management (CRM)

Process of tracking and forecasting customers' interactions with an organization, often leveraging data for sales support. "offensive to a reasonable person" and cause "mental anguish or suffering," public relations people are unlikely to encounter this type of invasion of privacy in the context of their daily professional communication: seclusion

Clickbait

Promotional and sensational internet content designed primarily to entice users to visit another website.

MODERATING YOUR PAGES

Public relations professionals often have the responsibility of deciding what is and isn't allowed on their organizations' social media pages.

Proactive Issues Management: work to prevent issues from turning into crises.

Regester and Larkin have outlined a seven-step process for proactive issues management: (1) monitoring, (2) identification, (3) prioritization, (4) analysis, (5) strategic planning, (6) implementation and (7) evaluation.

Managing Conflict

Respond quickly and appropriately to challenges on social media to prevent issues from becoming crises.

Associated Press (AP) style

Rules of writing (including grammar, capitalization and punctuation) published by the Associated Press news agency.

Tim Coombs and Sherry Holladay have developed one of the most well-researched and practical theories for crisis management called situational crisis communication theory (SCCT).

SCCT is a contingency theory because it suggests that how organizations should respond to crises depends on the situation.

Fact sheet

Short (often one-page) document that presents factual information in concise format.

Pure advocacy

Stance in issues management in which a public relations practitioner firmly pleads an organization's case without compromise. (Sometimes it's better to advocate than to accommodate)

Pure accommodation

Stance in issues management in which a public relations practitioner fully concedes to a public's demands. (Remember, the customer may not always be right. - if the organization had offered the full $100,000 donation Stanton requested, this would have been an example of:

Sunshine law

State law that stipulates which documents and records must be open to the public and which meetings and events must be open. - Sunlight is said to be the best of disinfectants; electric light the most efficient policeman. - Sunshine laws that stipulate which documents and records must be open to the public are specific to what level of government?: state

Morgue

Storage space for archived files of old stories, notes and media materials kept by news organizations.

Issues management

Systematic process whereby organizations work to identify and resolve issues before they become crises. 1.Early/potential: when a few people begin to become aware of possible problems 2.Emerging: when more people begin to notice and express concern 3.Current/crisis: when the negative impact on an organization becomes public and pressure on the organization builds 4.Dormant: when the organization has no choice but to accept the long-term consequences - Monitor social media to uncover issues sooner and give you more options for dealing with a situation.

Transmedia storytelling

Telling a story across multiple platforms like games, web pages, apps, social media and traditional media. - When readers and users have the opportunity to become part of the storytelling process, stories have a better chance of going viral

Meta tags

Text used to describe a web page to search engines - Another recommendation is to include keywords in the URL. q: What are the snippets of text used to describe a web page to search engines?

Ethics: Conflicts of Interest

The PRSA Code of Ethics includes the following principle: "Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics.

Creating Engaging Content

The ability to combine media elements in meaningful ways is one of the most powerful aspects that drove early growth of the internet and the web.

Newsjacking

The art and science of injecting your ideas into a breaking news story so you and your ideas get noticed," as defined by David Meerman Scott. - When brands participate in trending topics to catch people's attention on social media, this is described as:

Multimedia

The combination of any two or more forms of media such as text, graphics, moving images and sounds.

Which of the following is NOT a factor the courts consider when determining what counts as defamation?

The false statement may be a statement of fact or opinion.

Writing for Social Media

The most important lesson in social media," write Solis and Breakenridge, "is that, before engaging anyone, you must first observe and understand the cultures, behavior, and immersion necessary to genuinely participate in the communities where you don't already reside. - Before jumping into an online conversation, first you need to know how people are talking and what people are talking about.

To set up a basic social listening search, public relations professionals must identify relevant keywords for their organizations, such as:

The organization's name, social media handles or branded hashtags, and those of their competitors •Specific products or services offered •The organization's slogan or tagline •Names of key people in the organization, like the CEO or spokesperson •Specific campaign names or hashtags •Industry buzzwords or topics

Curated Content

The process of gathering and sharing content from reputable sources or users. - 40 percent should be created by your organization and 60 percent should be curated from other sources. - User-generated content or UGC is content voluntarily created by online users, and it's a prime source of curated content for brands. UGC gives public relations professionals the opportunity to tell their organizations' stories from the public's point of view, and its inherent authenticity creates trust. According to an Ipsos study, millennials trusted UGC 50 percent more than other media. - Successful content curation relies on identifying content that is both valuable to your audience and aligned with your organization's values.

Social monitoring

The process of tracking social media mentions and conversations.

Social listening

The process of tracking, analyzing and responding to conversations about specific topics online. - Social listening reveals broad trends and themes that can inform public relations strategy. - Sysomos, one of several social media monitoring and analytics tools

Visual listening

The use of image recognition to track and analyze logos or products in online images. - approximately 80 percent of images shared on social media that include brand logos do not directly mention the brand in the text.

Ubiquitous

This means we're consuming more digital content, too. Mobile users consume more than two times the digital minutes that desktop users consume.6 And according to Nielsen, smartphones alone accounted for 65 percent of total digital usage in 2018.

Emeritus Otto Lerbinger

To help in such diagnoses, crisis consultants list a wide assortment of crisis types from which to choose, - In a crisis, follow the same logic as a physician treating an illness. Track down the significance of a symptom or combination of symptoms and logically conclude what should be done.

Influencer

Trusted individual who can influence the opinions of established social media audiences. - Brand advocate: A person who is loyal to your brand and speaks favorably about your brand to others. - Carefully vet and select the influencers who can authentically connect with their audiences and who genuinely love the organizations they will represent.

Food and Drug Administration (FDA)

U.S. federal agency responsible for regulating food, drugs and health-related products and services including the promotion of these products and services. The name of the drug (brand and generic) •At least one FDA-approved use for the drug •The most significant risks of the drug

Copyright infringement

Use of protected works without proper permission from the copyright holder. - Fair use: An exception to copyright laws that allows for the use of otherwise copyrighted material for purposes such as educational use, criticism or commentary. Which of the following is defined as a claim to authorship of an original work, such as literature, music and pictures?: copyright

Feed proofing

Using text, typography and graphics in a video to communicate a message without the need for audio, making it easy to understand and watch without sound in a user's feed. -As more people view video on mobile devices with the sound off, subtitles have become crucial for helping viewers understand what they're watching.

Jocelyn Aarnoutse

When you first go to a brand's Instagram page, for example, you're judging it based on the entire grid. You aren't looking at individual images as much as you are seeing the overall look and feel of the page. Make sure this immediately conveys the tone and visuals of your brand

Intellectual Property

When you share someone else's intellectual property without permission or proper attribution, you run the risk of legal trouble

Public domain

Works of intellectual property for which the copyright has expired, the creator has forfeited rights, or copyright laws do not apply, making the works freely available for public use.

Goals and Objectives

Write clear reports and you'll demonstrate results. Sharp technical writing convinces readers of the value of what you plan to do, the way in which you are going to do it and the success that you will have when you're done.

David Shadpour, co-founder of Social Native

social media users have the freedom to express their unfettered, unsolicited opinions.

court went through the four-part test:

1. On the first factor (purpose and character of the use) 2. The court said the second part (nature of the copyrighted work) 3. .On the third factor (amount and substantiality of the portion used) 4. Finally, on the fourth part

Listicle

- An online article presented in the format of a numbered or bulleted list. is a portmanteau word, combining "list" and "article. - Critics complain that listicles are lazy writing, that they simply recycle content, and that they encourage shallow reading and thinking in an age of shrinking attention spans. If you look up "listicle" on Wikipedia, you will find the definition along with a cross-reference to clickbait.3

LINKS

- Anchor text: Clickable text that provides a hyperlink. - Backlinks: Incoming links that direct web users to a web page from another web page. - search engines are designed to sift out "unnatural links," which are "placed there specifically to make your site look more popular to search engines. - Natural links: Hyperlinks to a web page that are provided by other people who see value in the content of the page, as opposed to links that are posted for the primary purpose of manipulating search engines. To earn natural links, nurture relationships with other sites by offering information they will find valuable

Reinforce Strategies

- Bolstering: Attempting to offset reputational damage to an organization during a crisis by emphasizing the good work that the organization has done in the past. - Ingratiation: A type of reinforcing crisis response strategy in which stakeholders are praised or thanked to win their good favor. - Be careful of issuing apologies or applying ingratiation strategies on social media unless they are clearly sincere and authentic.

Five Reasons to Write Well in Public Relations

- Relationships - Influence and Persuasion - Goals and Objectives - Reputation Management - Impression Management

questions:

1. An example of ______ speech is when public relations practitioners maintain relationships and communicate with current stockholders and potential investors: commercial 2. Which of the following are the two forms of defamation? slander and libel 3. Unlike private citizens, if a public figure is the plaintiff in a defamation case, he or she must prove which of the following? The defendant knowingly made a false statement 4. Word, names, phrases, symbols or designs used to distinguish a product or service from others in the marketplace are: Trademarks 5. Fair use allows for the use of otherwise ______ for purposes such as educational use, criticism, or commentary. copyright material 6. Which of the following federal agencies regulates how products and services are marketed to children? FTC 7. et's say you've been asked to draft a pitch for an upcoming company acquisition-and you know your company's stock prices are expected to skyrocket. You decide to purchase shares, and then after the announcement goes public, you resell them at a higher stock price. In this example, you may be charged with: insider trading 8. An organization that publishes information about its employees' financial situations can find itself in legal trouble for which of the following? Public disclosure of private facts 9. The key difference between defamation and ______ is that plaintiffs claiming the latter can seek damages for emotional harm caused. false light 10. Which of the following core principles of the PRSA Code of Ethics states that client trust requires the protection of private information? Safeguarding confidences

questions

1. What should be your goal for writing photo captions: To create a loop of engagement between the photo and the caption 2. According to an Ipsos study, which of the following is 50% more trusted than other types of media?: user generated content 3. Which of the following is an example of ephemeral content?: snap story

News release

A statement of news produced and distributed on behalf of an organization to make information public. Traditionally news releases (aka press releases) have been issued to news media with the intent of publicizing the information to the news organization's readers, listeners or viewers. - New releases, backgrounders and fact sheets are written primarily for: journalists

Direct lead

A style of beginning a news story that summarizes the story's main points (e.g., who, what, where, when, why, how) in the first sentence or two.

Inverted pyramid

A style of newswriting in which the most important information is presented at the broad top of a story and narrower supporting details are written below.

Glen Cameron: contingency theory

A theory that proposes that the best course of action in any situation depends on the specifics of the situation. - Internal factors may include an organization's size, structure and culture, as well as the autonomy of a public relations department within an organization and the level of practitioner experience - External factors may include the threat of litigation, business competition, political support, and the size and power of publics.

Reputation Management

Acting and communicating—often in writing—to influence an organization's reputation as part of a process that includes planning, analyzing feedback and evaluating.

Ann Wylie

At XX, we ...' construction." With tongue in cheek, she outlines three reasons: 1.It's patronizing. "At Wylie Communications, we don't believe our insurance company really understands us." 2.It's formulaic. "At Wylie Communications, we feel that this cliché might make us vomit." 3.It's off target. "At Wylie Communications, we prefer that you write about us instead of about your organization and its beliefs, understanding and knowledge. - should write with more "you's" and fewer "we's."

1. Monitoring

It's just as important to listen to detractors as it is to listen to supporters. - One example of systematic monitoring is the practice of responsible supply chain management, which occurs when organizations carefully monitor all stages of production and distribution to ensure that working conditions are safe, wages are fair and that generally high ethical standards of social and environmental responsibility are maintained.

According to Professor Craig Carroll, reputation management can happen through:

Both controlled and uncontrolled media correct

Trade secret

Business information that is not generally known to the public and not readily available to others who could profit from its disclosure or use. - Professor Cayce Myers: If an employee can take these connections with them to a new job or startup they have a competitive advantage to steal valuable clients from their old employer."-- Because they contain information about clients and customers correct Myers offers advice that makes sense from both a legal and ethical standpoint: Make sure to clarify expectations.

Clear and present danger

Circumstance that may limit rights to free speech in the interest of preventing "substantive evils. - Obtain permission (or seek legal counsel) before publicly discussing private information about any current or past employee. - Carney's hire, David Streitfeld and Jodi Kanto: ou walk out of a conference room and you'll see a grown man covering his face," Olson was quoted. "Nearly every person I worked with, I saw cry at their desk."6 Several other former employees relayed tales of hostile peer evaluation systems, 85-hour workweeks and pressure to work through holidays and vacations.

Arika Okrent

listicles as literary form in The University of Chicago Magazine: "The true essence of the list form is consecutive order, taking a mass of stuff and finding a way to break it into pieces and lay it out in a line," she writes. "That also happens to be, in a way, the essence of language.

Social

Consider how you will reach people on mobile and social media but also how they will reach back to your organization and how they will share content with one another. q: What is the No. 1 mobile app? Facebook

rian Solis and Deirdre Breakenridge, authors of Putting the Public Back in Public Relations, describe the importance of storytelling

more to do with storytelling, an understanding of what you represent, why it matters to certain people, and a genuine intent for cultivating relationships

At the same time, everything tweeted "is the sole responsibility of the person who originated such Content."

Intellectual Property Issues - Balance participation with respect for intellectual property; use caution when posting anything that may be seen as offensive or illegal.

Those working in public relations also need "judicial awareness"—as Justice Breyer put it—to determine what's legal. For instance, consider the following:

Defamation: Can you sue when someone from another country tweets something mean and nasty about you or someone else in your organization? •Sunshine laws: If you work for the government, do you have to share the results of that survey you ran with anyone who asks? •Business regulations: Can you tell your buddies that the value of your company stock options is about to double? •Appropriation: Can you use that picture of Priyanka Chopra on your Facebook event page?

While a feature story may use a __________ to hook the reader, a straight news story typically uses a __________.

Delayed lead; direct lead

social media leaders

Derek Halpern (Founder, Social Triggers): "Content comes in any form (audio, text, video), and it informs, entertains, enlightens, or teaches people who consume it." •Joe Pulizzi (Founder, Content Marketing Institute): "[Content is] Compelling information that informs, engages or amuses." •Joan Damico, APR (Communications Manager, Accenture): "Content is any communication in any medium that serves a purpose, whether it be to influence, educate, inform, warn, express one's self or spark conversation within a given context."

Diminish Strategies Rebuild Strategies

Diminish strategies acknowledge the existence of a crisis, but they minimize the organization's responsibility for the crisis or any bad intentions. -Apology, accepting responsibility and asking for forgiveness or understanding, is key to your rebuild strategy. - Boomerang effect: Unintended consequence of an apology or other attempt to create positive response results instead in a negative response. -Compensation is another classic rebuild strategy. Organizations may offer products, services or money to help make amends with publics.

In telling Esawo's story, Buffalo Bicycle primarily sought to:

Encourage donations to World Bicycle Relief

Erica Swallow has outlined 10 tips for successful corporate blogging:

Establish a content theme and editorial guidelines. While you can write about anything you want on your own personal blog, readers of an organization's blog should know what to expect, and the general theme should be closely related to what your organization does. Guidelines will help different writers from within the organization work together to support this theme. 2.Choose a blogging team and process. This team does not have to all come from the communications department. You want good writers, but you also want authentic voices that represent different parts of your organization. 3.Humanize your company. As Dave Winer advised, let the personalities of writers come through. Let your team tell their stories (and their co-worker's stories) as they relate to the theme of the blog. Use the blog and its "Comments" section to have real conversations. 4.Avoid PR and marketing. Um, yeah, about this one, it depends on how "PR" is defined. Swallow equates PR with salesmanship. You do want to avoid that on blogs. It's a different story altogether, however, if you define public relations as building and maintaining relationships. 5.Welcome criticism. Criticism is part of human communication, and it's also a great opportunity to respond to constructive feedback. 6.Outline a comments policy. Of course, not all criticism is constructive. Guidelines for handling comments will make it transparent to both bloggers and readers which comments will be deleted and why. 7.Get social. Take advantage of social media affordances to connect your blog to your organization's other social media activities and to encourage sharing among your publics. 8.Promote your blog. Even if your blog has great content, you'll still need to drive people to it via other channels. Post new blog headlines to your other feeds with links back to the blog. Promote the URL in your email signature. Remind employees about it when you see them face-to-face. 9.Monitor mentions and feedback. Comments and feedback on your blog are not limited to the comments section of the blog. People will also comment on their own blogs and other forums. Google alerts and other search services can be set to monitor for specific terms and links, and notify you when your blogs get mentioned. 10.Track everything. In other words, use analytics. While number 9 on Swallow's list refers mainly to qualitative feedback, this last item reminds us to set up systems for tracking quantitative data. "At the minimum, make sure you're tracking site traffic, where referrals are coming from, and traffic-wise which posts are doing best," advises Swallow.

Public Disclosure of Private Facts

Even with the best intentions, obtain consent before publicizing anyone on social media. - . False light overlaps with defamation, but a key difference is that plaintiffs claiming false light can seek damages for emotional harm caused.

Storytelling

Excellence in social media requires good storytelling—understanding your organization's stories and why those stories matter to your publics.

A story about the first female NFL coach's life is an example of what type of story?

Feature story

The Securities and Exchange Commission regulates which of the following? _____________, which is defined as any information that could influence the market value of a company or its products, was a key legal concept in the Tesla case.

Financial reports Material information

Internet of things (IoT)

Global network of physical objects that are connected to one another in a way that enables them to communicate with one another and the internet at large.

Kim Lachance Sandrow

Here's a friendly reminder, particularly for the 39 million students and recent college grads lurking on LinkedIn: It's not for Man Crush Monday, not for swiping right and not for stalking your 8th grade crush."

Stock image

Image that is professionally produced for selling or sharing, commonly available in searchable databases.

Landscape orientation

Images or video framed so that width is greater than height, like traditional movies. The aspect ratio is 16:9.

Ephemeral content

Images or videos that are available for a limited time and then disappear, like Instagram and Snapchat stories.

_________ is oral communication that is false and injures someone's reputation, while ___________ is written or otherwise recorded false communication that does the same.

Slander; libel

Public figures

Someone "of general fame or notoriety in the community" who is subject to less protection in libel cases than a private individual. - Basically, if you work for a politician, a celebrity, a CEO or any other famous person, you may have to deal with quite a bit more flak before you can sue for libel than you would if you were representing a private citizen.

Jay Black and Chris Roberts

note that almost every major world religion, political culture and philosophical system includes some version of the ethic of reciprocity, or the golden rule: Ethic of reciprocity—treat others as you would like to be treated yourself.

Federal Trade Commission (FTC)

U.S. federal agency responsible for regulating all types of consumer products and services, including the promotion of these products and services. - Securities and Exchange Commission (SEC) U.S. federal agency responsible for regulating financial activities and investing. Initial public offering (IPO) Financial event in which a private company offers sale of stocks to public investors for the first time.

Freedom of Information Act (FOIA)

U.S. federal law passed to ensure that the government makes its information accessible to citizens.

Vertical video

Video framed in an orientation in which height is greater than width. The aspect ratio is 9:16.

EXPERTISE

We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

Jay Baer, author and founder of Convince & Convert

We are in an era now where customer service is a spectator sport. - Community management is what happens after you hit "publish" on your social media content. It requires that you listen to the individuals in your publics on social media and engage them, often responding to customer service inquiries or participating in online groups. - - - Whereas content creation is generally focused on a one-to-many approach, where organizations reach multiple people with the same message, community management is generally focused on one-to-one communication. - Community managers must know when and how people are talking about their organizations on social media to find opportunities to join conversations, answer questions and empower their publics.

Actual malice

When a defamatory statement is made with knowledge of its falsity and reckless disregard for the truth. - If you work for a public figure, the standard for claiming libel is much higher than if you represent a private citizen.

Backgrounder

Writing tactic used to give depth and context as background information for news stories. - For example, the National Oceanic and Atmospheric Administration (NOAA) regularly issues press releases, such as one with this lead: "the lead ship of its class of light aircraft carriers that were critical during the American naval offensive in the Pacific during World War II. - But what if a reporter wasn't familiar with NOAA in the first place? An NOAA backgrounder told the story, starting with this lead: October 1970. President Richard M. Nixon was on his way to the Middle East when Egyptian President Nasser died.

Robert Wynne,

You are trying to convince the media, the public, your employees, your vendors, shareholders, someone, to do something—change their opinion, reinforce their attitudes, write about or film your client, vote for your issue or candidate, or purchase your service or product. Sometimes this is done in person, sometimes over the phone. But the majority of communications are done via words, whether in email, Twitter or online media. It all starts on the page or screen. With words.

2. Identification 3. Prioritization

You have to assess the environment and look for patterns. - big part of the management in issues management is deciding which issues require resources and when. Prioritizing issues means weighing the potential scope and impact of each.

Shane Santiago

an innovation-focused creative consultanc

Jason Bercovici, Director of Creative Strategy for Exponential

commends understanding your objectives with the video: If you want people to click and visit your website, keep it short, but if you want people to watch, then go long, with 2 to 6 minutes being ideal.

Organizational crisis

coombs defines an organizational crisis as "a significant threat to organizational operations or reputations that can have negative consequences for stakeholders and/or the organization if not handled properly." -While issues management focuses on how to prevent organizational crises, crisis management deals with how to repair damage and rebuild reputation

Professor Craig Carroll

defines a corporate reputation as "a widely circulated, oft-repeated message ... revealing something about the organization's nature - reputation management can happen "through controllable media (advertising, marketing, public relations or sponsorships) or uncontrollable media (word of mouth, news reports, commentary or social media).

Jay Black and Chris Robert

frame privacy issues as questions of competing values. We weigh the value of privacy with the values of information, entertainment and convenience. "The bottom line," they write, "is that while a great deal of information about millions of us is conveniently and centrally available for a multitude of uses, do we want corporations and government to know this much about us?

Cornelius Foote

has led advertising sales teams, helped develop strategy and launch websites, and developed and managed public relations for Tom Joyner and his media company. - of the following forms of public relations writing does Cornelius Foote consider obsolete?= lengthy press releases - important characteristics of good public relations writing?Being able to tell a good story correct

Steph Denning

that the rise of listicles "reflects a more profound reality that we need a way to filter and process the information being thrown at us.

John Wiley & Sons

the 'first sale' doctrine applies to copies of a copyrighted work lawfully made abroad."1 The first sale doctrine holds that if you purchase a copy of a work from a copyright holder, you can do what you want with your copy, including selling it to someone else - Justice Breyer: "At a moment when ordinary citizens may engage in direct transactions internationally for services available only locally before," Breyer wrote, "it has become clear that, even in ordinary matters, judicial awareness can no longer stop at the border.

Search engine optimization (SEO)

the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results—often referred to as 'natural,' 'organic,' or 'earned' results." - keyword stuffing," and warns against filling your pages with duplicate words because it "results in a negative user experience, and can harm your site's ranking.

PRSA Code of Ethics

which states, "Client trust requires appropriate protection of confidential and private information.