COMM 3530 FINAL

Nonprofit Organizations

•Among most important champions of multiculturalism •Hospitals, schools, trade associations, labor unions, chambers of commerce, social welfare agencies, religious institutions, cultural organizations, etc. •Serve social, educational, religious, and cultural needs of community around them •Primary source of employment for PR graduates •Nonprofits seek to broaden volunteer participation for their efforts, often using controversial comm tactics to raise public awareness through media advocacy

Serving Diverse Communities - Seniors

•An important community for public relations professionals and the organizations they represent •The baby boomer generation has begun to steam into their Social Security years •Over-50 crowd controls more than 50% of America's discretionary income •American Association of Retired Persons (AARP) •Founded in 1958 for women and men over 50 •35 million members •Half still work

Digital Vehicles: Blogs

•Bloggers recognized as bona fide news sources in 2010 by the Associated Press (AP: world's foremost network of editors and reporters_ •Blog = Online diary: A personal chronological log of thoughts published on a web page •Once used only by fringe media •Now been embraced by professional communicators, mainstream print and broadcast media •Popular Blogs are Required Reading - Politico.com - The Drudge Report - TMZ.com - HuffingtonPost.com - Industry-related blogs

Digital Vehicles: Blogs (Facts)

•Blogosphere includes 350 million blogs •Hobbyists: Vast majority (81%) •Corporations: Increasingly used; 36% of Fortune 500 companies sponsor blogs •CEO blogs - Diminished overtime - Notable exceptions: Former Microsoft CEO and global philanthropist Bill Gates - PR field: Edelman CEO Richard Edelman (Leading source on practice issues)

Relations w/ Employees (2 PR responsibilities)

•Essential public relations responsibilities - To keep employees loyal and believing - To lift employee morale, commitment, and engagement

Serving Diverse Communities - LGBTQ

•Estimated 9 million Americans •$830 billion in buying power •Increased acceptance •More targeted marketing from companies •Mainstream media cater to the LGBTQ community and a vibrant gay media market - Magazine: The Advocate and Out - Internet portal: GayWired.com - Primary characters in mainstream American TV comedies and dramas

Digital Vehicles: Email (5)

•Many adult Internet users regularly use email •Most ubiquitous form of comm in the business world •Pervasive internal communications vehicle •Easy and effective •A viable alternative to face-to-face communications

Ch.9 Today's Media

•Media are fragmented and omnipresent •Social media is always updated •Constantly evolving, presenting a "moving target" •Traditional media still vital in shaping the news agenda

Online Publicity: Staging events can draw reporters and publics online (MCCRWCT)

•Music sneak previews •Concerts broadcast online •Candidate debates •Roundtable forums •Website grand openings •Conventions •Trade shows

Change of PR and trad. media

•The ultimate goal of public relations pre-social media - Winning unbiased affirmation from a journalist - A "third party endorsement" •The opinions expressed by an objective, outside reporter, was more credible than expressing the view yourself •Today, the replacement of traditional media and the proliferation of social media has forced public relations to change.

Example of PR advertising

- Advertorial can be made to look like editorial but will often explicitly have 'Advertising'/'Advertorial', or more discretely 'Promotion', nestled on the page. - The content is the type of content that may have been generated in collaboration b/w the brand & magazine or simply composed of imagery and content provided directly by the brand

Sponsored content (blurred lines between what and what?)

- Blurring of the lines between earned publicity and paid advertising •Sponsored journalism •Branded content •Native advertising - EX. Your organization creates and pays for the content then it appears online under the banner of online publishers (NYT, WSJ, etc) •Sponsored content is a descendent of advertorials, which are ads in the form of news stories •An option for at least quasi-publicity in a media relations plan

PR and the Net: Use of the Internet by PR practitioners inevitably will grow. Trend 4/4 (N-DQNN)

4.Need for customization •More focused, targeted, one-on-one communications relationships are expected by consumers •Organizations must broadcast their thoughts to ever-narrower population segments •Such narrowcasting to different publics is enabled by the internet

Social Media Measurement in PR Industry (CS, RI, E, IR, OA, IV)

•Content sourcing - "Content sourcing:" creating channeled mechanisms to facilitate the output of predictable and valuable recurrent content (consistent output of worthy content) •Reach and impressions •Engagement: Business outcomes like sales and other outcomes like blog posts, video comments, retweets •Influence and relevance •Opinion and advocacy •Impact and value

Credibility holds the key

•Credibility: What internal communications comes down to, Just like external communications! •Convincing employees that the management... - not only desires to communicate with them - but also wishes to do so in a truthful, frank, and direct manner •Well-informed employees = org's best goodwill ambassadors •Being candid: Treating people with dignity, addressing their concerns, giving them the opportunity to understand and share in the realities of the marketplace •Social media often finds out when credibility is not forthcoming

Objectivity in the Media

•Dealing w/ the media has never been more challenging •Reporters - More competitive; More aggressive - Less concerned about accuracy; Less objective •Objectivity = Fairness with the intention of remaining neutral •Total objectivity impossible •Biases & preconceived notions exist •Reporting is subjective - Reporters and editors should strive for max objectivity

What is the challenge?

•Dealing with print, electronic, or online commentators •To foster a closer relationship between their organizations and those who present the news •Fairness is the key - each side accepting and respecting the other's role and responsibility

Dealing with Diversity

•Demographic realities have caused organizations to recognize the importance of diversity •Chief Diversity Officers added at major organizations •Google, Salesforce, Facebook, and Apple •Societal discussion of formerly sensitive topics have opened new avenues for dialogue •#BlackLivesMatter and #MeToo

Online Publicity: Paid wires

•Disseminate full-text news releases to media, investors, and online databases •Guarantee use of your material •Newsrooms regularly check them for information of interest •Offer services to enhance web use, including search engine optimization and social media "tags" to encourage online sharing and a longer life for the release on the internet (i.e., a long tail)

Publicity (What is it? What is it more powerful than? How is it most gained?)

•Earned •More powerful than advertising •Most often gained by dealing directly with media

Face-to-Face Communication

•Most compelling and valuable internal comm vehicle •No better way to express sentiment, give instructions, or rally the troops •Supervisors are preferred source for most employees •Formalized meetings may mix management and staff in a variety of formats - Embrace concept of skip-level meetings in which top-level managers meet periodically with employees at levels several notches below them •Value of meetings lies in substance, regularity, and candor from managers

Serving Diverse Communities - Muslims

•Most misunderstood and put-upon public since 9/11, 2001 •2.6 million Muslims in the U.S.; 1% of Americans •The largest U.S. Muslim populations found in Detroit, Washington, D.C., Cedar Rapids, IA, Philadelphia, and New York City •Expected to grow to 6m by 2030 due to immigration

What the Organization expects (MFGGR)

•Municipal services •Fair taxation •Good living conditions for employees •Good labor supply •Reasonable degree of support for the business and its products

Forms of Media Communication: Blogs and Internet News

•New digital revolutionaries made significant inroads into the news/opinion nexus but by no means taken over - Huffington Post, Drudge Report, Buzzfeed, TMZ.com •The imminent demise of the "old media" - False •Positive and some negative impact of the net - Ushered in a new age of reporting: immediate, freewheeling and unbridled - Hurt journalistic standards and increases rumors

Three Media Categories: Owned Media (3 pros)

•New media channels that we, ourselves, own and operate •Websites, mobile sites, blogs, Twitter accounts, YouTube channels, Facebook pages, social media •Control over the content •Less costly than paid media •Versatile for reaching niche audiences •Key challenge - Build audience trust - If you can get your audience to support your cause and share your campaign, you convert owned media to earned media and achieve credibility. •Ex. UConn KSA Squid Games post of Instagram

The employee public

•No general public; no single employee public •Numerous subgroups - Senior managers, first-line supervisors, staff and line employees, union laborers, Per diem employees (employees who are paid per day), Contract workers •Each group has different interests and concerns •Smart organizations differentiate messages and communications for each segment (Just like external messages!)

Primary Social Media Vehicles: LinkedIn (NGAPCJ)

•Notes: notify others of events, job openings, vendor recommendations •Groups: access to more than 150,000 groups, including forums, alumni groups, fan clubs, conferences •Answer Forum: advice from professionals (business lunch) •Polls: create polls •Card munch: mobile app that scans business cards and turns them into contacts •Job openings: viable source for employment searches

Ch.10 Social media's dominance as a comm medium (4 characteristics -IAOH)

•Obama created the first official White House blog and appointed nation's 1st WH Director of New Media. •In 2012, Facebook went public at a value of $104 billion •In 2015, White House dropped its 40-year ban of taking photos on public tours so people could take selfies •In 2018, Trump was using Twitter to announce policy •Social media - Inexpensive, immediate, and pervasive - A new frontier in marketing and public relations - Offers opportunities and large pitfalls to be avoided - Have not replaced human relationships as the essence of the practice of public relations

Developing a winning website: Stickiness

•Often measured by the amount of time visitors spend at a site and how many pages they view • The more you achieve the objective, the "stickier" your site becomes.

Online Comm (ORMC)

•Online comm vehicles largely replaced print media •Reach employees at their desks or on their mobiles •Messages more likely to be read, listened to, acted on •Can also reach virtual/remote employees

CSR (Corporate Social Responsibility)

•Pre-1990s: Corporations prided themselves on their "social responsibility" •Premise: With the great opportunities they were afforded, companies needed to "give back" to society through participation in and contributions to not-for-profit organizations committed to confront society's most pressing problems - Poverty, education, cultural and health enrichment •Financial support was cut with the recession then recovered

Traditional staples of employee comm: (3)

•Print publications (Newsletters) •Bulletin boards •Town hall meetings and suggestion boxes

Digital Vehicles: Websites

•Provide organizations, individuals, and governmental agencies the ability to offer information to the public in an organized, consolidated manner •"First face" of organization to public •Serve multiple functions: Afford viewers the ability to browse for information, conduct business, create profiles, manage their accounts, etc. •Commonly interactive •Permit org to speak in its own voice: unfettered and unadulterated by the media or other intermediaries •Website development: Province of PR professionals - User-friendly: Make websites as navigable as possible - Media-friendly: Have a clearly identifiable "media" icon and organized subsections (A page for news and video clips, reports, and publications)

Digital Vehicles: Blogs and PR Practitioners TCPH

•Public relations practitioners must... - Target bloggers they wish to reach - Create relationships w/ them before pitching them on a particular story - Personalize the appeal toward the blog targeted - Have something unique to sell

Forms of Media Communication: Newspaper

•Recent years have not been kind to the print medium - Newspapers closed or cut back during the recession •Employment in the "information industry" had declined over 15 years by 2017 •Despite the recession, print circulation was stabilizing by the summer of 2015 •Research from the Poynter Institute - Majority of time spent on news consumption is still on traditional media •NYT - increase in revenue growth and a whopping 2.5 million paid digital-only subscribers •USA Today, The Los Angeles Times, and New York Post - increase in readership

SHOC: Consistent

•Regular, on-time, predictable communication program - Internal newsletters, employee forums, leadership meetings, and reward celebrations •Steadiness is key

Forms of Media Communication: Newspaper (Re-invention of Newspaper Newsroom)

•Reinvention of the newspaper newsroom •Growth online newspapers •Virtually every leading newspaper has placed new emphasis on its online version - USA Today publisher Gannett launching the "Newsroom of the Future" - The New York Times - The king of online newspapers - Washington Post - Purchased by Jeff Bezos in 2013

Three Media Categories: Earned

•Represents the legacy public relations value of "third party endorsement" •Objective reporters are persuaded to write favorably about your organization •Earned media translates into positive publicity, which is more powerful and valuable than any other format •Most credible format •Risky due to less control over message •No guarantees efforts will result in positive publicity •The essence of public relations practice •Winning "third party endorsement" from objective reporters •Still the bottom-line value of positive public relations Ex. content others create about you, like reviews

Digital Vehicles: Email ---> Internal Email Newsletters

•Supplanted the traditional employee print newsletter •More immediate and interactive than print counterparts •Allow employees to provide "feedback" instantaneously •The organization can quickly learn relevant employee attitudes and opinions

What the Community expects (Tangible and Intangible (APSP))

•Tangible commodities: employment, wages, tax revenues •Intangible contributions - Appearance: contribute to quality of life w/ attractive facilities - Participation in civic functions, activities, education - Stability: so company can help grown with the area - Pride that they are residents

Public Relations and the Net

•The Internet and social media - Transformed the way people communicate and connect with each other •Public relations adjusted accordingly... - PR departments have interactive specialists and groups responsible for communicating via social media - PR agencies boast online departments that help clients access the Internet - A number of PR firms specialize in internet-related communications •Journalists - Primary customers for many in public relations - Embraced Internet as primary source for research and reporting - Prefer email as primary source of PR correspondence

Primary Social Media Vehicles: YouTube

•The YouTube algorithm - the recommendation system that decides which videos YouTube suggests to the users •An important question for marketers, influencers, and creators: How do you get the YouTube algorithm to recommend your videos and help you earn more likes? •2 goals of the algorithm - Finding the right video for each viewer - Enticing them to keep watching •Used for quick responses to crises •Criticized for standards of inclusion

Serving Diverse Communities - Blacks and PR Frustrations

•The field has failed to attract sufficient numbers of African American practitioners •PRSA has increased outreach efforts to attract and retain African Americans •Attracting African Americans to the field remains a great challenge to public relations leaders

Online Publicity

•The internet would change PR thinking forever—Wrong! •Online publicity is still a relationship business •Seeking internet outlets for publicity is an important complement to publicity in more traditional media •Journalists moving toward social media - Most reporters use Facebook, Twitter, mobile tech, and believe that social media increased in journalistic import •Knowledge of online publicity •Knowledge of internet public relations tools - Social media, web hosting and web casting, blogs, chat rooms, discussion groups, investor "threads," and search engine optimization •Bar for web events has been raised - A new website is no longer cause for attention - Nor is an online news conference - A web event today must be "big" in order to attract publicity

Objectivity in the Media: Reuters Study

•The public's dim view of "media objectivity" •Reuters study (2017) - Steadily decreasing "trust" both in the news media and social media across nine countries - Acknowledgement of the media "taking sides and encouraging polarized opinions" - Belief that powerful people "are using the media to push their own political or economic interests, rather than represent ordinary readers or viewers"

Worldwide Consumer Class: Spread of Consumerism

•The spread of consumerism •Pressures on multinational companies to act ethically, in the best interest of their global consumers •Globalization and the spread of social media and the Internet •Mandate multinational companies walk a fine line between behaving "responsibly" and promoting their products •Public relations techniques and social sensitivities help distinguish their products from competition

SHOC: Honest

•The staff may discount anything management tells them •Can't build credibility by sugarcoating

Developing a winning website: Search Engine Optimization

•The tweaking of keywords, copy, and design so that the site comes up toward the top of internet search results (Google) •Has become an art form in itself - Internet-oriented agencies promoting themselves as SEO specialists •Key - Identify, promote, and repeat searchable keywords and phrases that will propel a site up the search list

Print Media Hangs In

•The use of news releases and other publicity vehicles by many departments at newspapers and magazines •Online databases, blogs, and other web-based media regularly use organization-originated material destined for print usage - The internet still often serves as a residual target for print publicity, while originating an increasing amount of original copy •Print is still important among public relations professionals!

Ch14: Think Global Act Local

•The world continues to evolve into a society of consumers (ecommerce) •Global companies must be sensitive to local surroundings •"thinking global and acting local" •International consumer relations - Dealing with consumers around the world - Another front-line responsibility of public relations - An attitude of delivering dependable products in a manner that is service-oriented and ethical

Chapter 13: Multicultural diversity

•Today's society is increasingly multicultural •America: attracts freedom-seeking immigrants from throughout the world •Growth rates among minorities seemed to have slowed down in the second decade of the 21st century, but they still march to majority status in the United States. •Public relations people must be sensitive to today's new multicultural diversity realities.

Forms of Media Communication: Magazines

•U.S. magazines have moved toward digital •American Magazine Media 360 Conference - Association of Magazine Media rebranded its conference in 2015 - Reflects a new mission of evolving magazine publishers to multiplatform media companies •2014 - General magazine sales down - New news magazines fell •The Atlantic, New York Magazine, and Rolling Stone experienced an increase in circulation •Remain available for every taste and peculiarity

Value of pitching (ARELEC)

1.Announcing a new product or service 2.Reenergizing an old product 3.Explaining a complicated product 4.Little or no budget 5.Enhancing the organization's reputation 6.Crisis response

Primary Social Media Vehicles: Facebook

1. Attract attention: Clarify who they are and what they stand for 2. Two-way communication: Get together virally with followers, fans, customers, and friends 3. Conversation monitor: See who is talking about us, what they are saying, and upon what basis they are making their arguments 4.Interactive activities: Sponsor opinion polls, games, contests, and other interactive platforms 5. Internal communication: Build morale, create employee groups, and create a sense of community among the staff 6. Halo effect: Promote charitable activities or fundraising campaigns. Call a group to action to lobby for a cause 7.Network with media: Brainstorm story angles. Showcase expertise and experience as a potential interview source 8.Crisis management: Issue statements and post updates in times of crisis. Journalists have become accustomed to checking Facebook pages to monitor crisis management approaches. 9.Link. Link. Link.: Link sites that may be relevant to communicating an organization's view

4 rules for effective internal email newsletters (SRLR)

1. Succinctness: Won't read lengthy newsletters on the computer 2. Relevant information: Want to know what's going on at the organization and how they fit in. Strong on relevance and short on fluff 3. Link content: Copy should be peppered with links with other material, such as the organization's website 4. Regular dissemination: Send email newsletters at regular intervals so that recipients expect them

Dealing with the media

1.A reporter is a reporter. (They are never "off duty" and anything you say to a journalist could be reported.) 2.You are the organization 3.There is no standard-issue reporter (Although many executives consider them as villains, that isn't true.) 4.Treat journalists professionally. Understand the diff objectives 5.Don't sweat the skepticism (Reporters are paid to be skeptical; "bad news" is news, while "good news" isn't usually news.) 6.Don't try to "buy" a journalist: The line between news and advertising should be a clear one! 7.Become a trusted source: PR person knows more abt company and industry. Become a source of information; a positive relationship will follow 8.Talk when not "selling": Share information w/journalists even when it has nothing to do with your company 9.Don't expect "news" agreement: Don't complain if a story doesn't make it into publication. Never promise an executive that a story will "definitely make the paper" 10.Don't have an attitude with reporters. They will pay you back... 11. Never lie. They will never trust you again. 12. Read the paper. Know what they write, comment or blog about.

Hints that may achieve placement of a news release

1.Be time sensitive 2.Write first, then call: Preferable to email news releases first, rather than try to explain them over the telephone 3.Direct release to specific person or editor (Greater chance of being read) 4.Determine how the reporter wants to be contacted: Call, write, email or tweet? 5.Don't badger 6.Use exclusives but be careful •PR people might promise exclusive stories to particular publications. •The best policy is to spread your exclusives to different recipients, so no journalist is alienated. 7.Do your own calling 8.Don't send clips of other stories about your client/org: This will suggest that others have been there already + make the story potentially less attractive 9.Develop a relationship: The better you know a reporter, the more understanding and accommodating to your organization he or she will be. 10. Never lie

The Intranet: 6 rules (CSTMSM)

1.Consider the culture - Collaborative and collegial: no trouble getting people to contribute information and materials - Reluctant to share: a larger central staff may be necessary to ensure that the intranet works 2.Set clear objectives and let it evolve - To streamline business processes - To communication management messages 3.Treat it as a journalistic enterprise: Company news gets read by company workers 4.Market, market, market: Publicize new features or changes in content 5.Senior management must commit: If management actively supports and uses it, the perceived value may increase 6.Must be managed, maintained and updated by a communications professional

PR and the Net: Use of the Internet by PR practitioners inevitably will grow. Trend 1/4 (D - DQNN)

1.Demand to be educated rather than sold •Today's consumers - smarter, better educated, and more media savvy •Aware when they are being hustled by self-promoters and con artists •Communications programs must be grounded in education-based information rather than blatant self-promotion

Community Relations (DIN and FAHC)

1.Determine what the community knows and thinks about org 2.Inform the community of the org's point of view 3.Negotiate or mediate between the org and the community and its constituents if there is a discrepancy •Fostering positive reactions b/w org and its community •Analyzes the community •Helps understand its makeup and expectations •Communicates the org's story in understandable and uninterrupted way

Internal Social Media (3 Musts)

1.Must have a business purpose 2.Must be entertaining as well as informative 3.Must be composed of compelling content

Community Relations Objectives

1.Tell the community about the operations of the firm 2.Correct misunderstandings, reply to criticism, remove disaffection that may exist among community neighbors 3.Gain favorable opinion of the community, especially when there is labor unrest 4.Inform employees and their families about company activities and developments 5.Inform people in local gov about firm's contributions to community welfare & to obtain support for legislation 6.Find out what residents think about the organization 7.Establish a personal relationship between management and community leaders 8.Operate a profitable business - provide jobs and pay 9.Cooperate with other local businesses to advance economic and social welfare

SHOC: Strategic

1.Where is this organization going? 2.What is my role in helping us get there?

PR and the Net: Use of the Internet by PR practitioners inevitably will grow. Trend 2/4 (Q-DQNN)

2.Quest for conversation •Anyone can now broadcast views and opinions far and wide •Empowered users - The internet leveled the playing field between them and the organizations trying to reach them •The more conversational the organization, the more likely it will be to persuade consumers to buy its products, support its issues, and believe its ideas

PR and the Net: Use of the Internet by PR practitioners inevitably will grow. Trend 3/4 (N-DQNN)

3. Need for real-time performance •Wired world: Everything happens instantaneously and in real time •Public relations professionals can use this ability to their advantage to structure their information to respond instantly to emerging issues and market changes

Online Communications: Blogs, Podcasts, Video, Mobile

•Blogs - Employees post opinions and views of the company •Podcasts - Audio or video monologue, interview, or on-location content is broadcast online to employees •Video - A YouTube-like approach to video - Introducing video libraries where employees can search for, comment on, tag, embed, or upload videos as a means of sharing information and knowledge •Mobile (Bring Your Own Device)

Primary Social Media Vehicles: Snapchat

•Can be used as a marketing tool for public relations professionals especially when targeting the "Snapchat Generation". Represents a new kind of shopper, one willing to immerse themselves in stories and experiences, and use the latest tech to their advantage.

The Intranet: IBM

EXAMPLE: IBM and its intranet, W3 •Eliminated every other internal comm medium but the corporate intranet to reach IBM's employees •Voice of the company

Serving Diverse Communities - Blacks

Grew in 2020 + accounted for 12% of people living in US •New York has the largest black population, followed by Florida, Texas, Georgia, and California •Socioeconomic status improvement due to large increases in women's incomes •High disposable income and buying power •Can still be reached effectively through special media •Black Entertainment Television is a popular network •Local African American radio stations have prospered •Internet sites: TheRoot.com, BlackFamilies.com, Blackvoices.com, NetNoir.com, tbwt.com: Created a culture of acceptance and desirability for web access among African Americans •Ebony: The largest African American-oriented publication in the world

Multicultural Publics

•African Americans, Hispanics, Asians, Women, seniors, LGBTQ, persons w/ disabilities, are important members of labor force and sources of discretionary income •Public relations professionals must be sensitive to the demands of all for equal pay, promotional opportunities, equal rights in the workplace •Communicating effectively in light of the multicultural diversity of society has become an important public relations challenge

Corporate Giving

•Americans gave increase in terms of general philanthropy from 2019 to 2020 •Corporate giving in 2020 decreased between 2019 and 2020 •Foundation giving increased in 2020 compared to 2019 •In 2020, largest source of charitable giving came from individuals. That has grown.

Digital Vehicles: Instant Messaging/Texting (Mobile Tech rules - FIEP)

•An online, nonlinear, real-time form of comm that allows 2 or more users to exchange information quickly via text and to send pictures any place in the world. •Text messaging/Texting: Sending 160 characters or fewer messages from cell phones using Short Message Service (SMS) •Fueled by mobile technology - Free or inexpensive - Immediate - Easy to use - Pervasive on a wide range of platforms and devices •Web-based applications: Snapchat, WhatsApp, and WeChat

Difference between publicity and advertising (What are they each viewed as?)

• Advertising : Money = Publicity : Time and Effort • Publicity - Roughly 10% of equivalent advertising expenditures •Publicity appears as news, so it carries a third-party endorsement •Advertising viewed as sponsoring the organization's self-serving view

2 Pros and 4 Cons of Paid Media

• Pros - You can control the content (size, placement, reach, frequency) - You are able to guarantee the benefits associated with a placement • Cons - Far less credible - Harder to ensure everyone will see, much less pay attention to or act on, your ad - Costly - Fragmented media environment makes it harder to reach people

Internal Video

• Video has an up-and-down history as an internal communications medium -internal television, including streaming video, is demonstrably effective (A 10-min web video of an executive announcing a new corporate policy > podcast > printed text) -Internal video must be approached with caution -unless video is broadcast quality, few will watch it

Forms of Media Communication: Cable TV cont.

•"Comedic news" - Jimmy Kimmel on ABC, Stephen Colbert on CBS, John Oliver on HBO - People touch selectively on facts •Talk radio has also become a political and social force - Rush Limbaugh reached 13 M listeners

Worldwide Consumer Class

•"Consumer class" - The class of persons able to buy goods and services other than those that satisfy their basic needs (Farlex Financial Dictionary, 2012): Highly processed foods, desire for bigger houses and more and bigger cars, higher levels of debt, lifestyles devoted to accumulation of nonessential goods - More than 4 billion people worldwide (Kharas & Fengler, 2021) •The wealthiest 20% of the world accounts for more than three-quarters of world consumption

Pitching Publicity

•"Pitching:" - The activity of trying to place positive publicity in a periodical, on a news site, or in the electronic media - The activity of converting publicity to news •Traditionally, "pitched" journalists through mail •Today, pitch methods are evolving - Media outlets looking for more than text: photos, videos - Most reporters still want pitches through email - V little prefer social media

Digital Vehicles: Influencers

•A blogger or social media personality, who has gained a large following usually across digital platforms by creating original content (Insta, Twitter, and YouTube) •Number of followers = "Influence" •Companies develop relationships with these individuals to use their influence to sway consumer purchasing power •Similar to celebrity spokespersons •Consumers, especially younger ones, trust recommendations of friends, family, and authorities. •As a result, fitness trainers, make-up artists, chefs, hairdressers have become digital influencers. EXAMPLE: Chiara Ferragni

How does management build trust when employee morale is brittle? SHOC

•A four-step communications approach built on communications, could help rebuild employee trust, that are.... •Strategic •Honest •Open •Consistent

Serving Diverse Communities - Latinos

•Accounted for more than half of total U.S. population growth from 2010 to 2020 •Most U.S. Hispanics don't think of themselves as Hispanic, but more in terms of country of origin •Over half of Hispanics in America are bilingual, so it is important to speak Spanish to show respect •Latinos are socially trendy •Hispanics appreciate organizations that work with them and their communities

What does advertising guarantee that publicity does not (CSLRF)

•Advertising guarantees... (CSLRF) - Content: What is said, how it is portrayed + illustrated - Size: How large a space is devoted to the organization - Location: Where in the paper the ad will appear - Reach: The audience exposed to the ad - Frequency: How many times the ad is run •Publicity does not

Primary Social Media Vehicles: Twitter

•Earned a place as a breaking news source 1. Finding your Tweeple •Following conversations about your issues, product, or candidate • Determining what people think are important • Building a supporter base 2.Finding the Tweetfluentials • Identifying users who might be influential in speaking about brand/company 3.As a news source • Can be used to break news or pitch stories • Serves as a kind of circulatory system of the news cycle, yielding a constant stream of commentary and information for public relations people to observe 4. Providing valuable content •Value insider tips and insights and information not available elsewhere •Live-tweeting from events, using a hashtag that has been set up for the event 5. Recycling valuable content •Retweeting what other people said about your company or client = Spreading the word! 6. Building a community •Tweet daily to show followers you're engaged 7. Crisis management •Issue statements and post updates in times of crisis

Ch.11 Relations w Employees: Edelman Study Implications

•Edelman study - Employers with highly engaged employees outperformed the total stock market and enjoyed shareholder returns 19% higher than average - Low employee engagement sees shareholder returns 44% lower than average •The 2018 Edelman Trust Barometer - U.S. trust in government fell 14 points to 33% among the general population - Business, media, and non-governmental organizations also experienced declines in trust

The trust gap

•Employee communications used to be considered less important than media, gov, and investor relations •A trust gap exists between management and workers •Effective employee communications play a pivotal role

Credibility holds the key: Trust in organizations would increase if management (CDI)

•Employees want facts; not wishful thinking a)Communicated earlier and more frequently b)Demonstrated trust in employees by sharing bad news as well as good c)Involved employees in the process by asking for their ideas and opinions

Primary Social Media Vehicles: Instagram

•Enormous value as a marketing and PR medium •A natural for completing announcements of all types, from new products to events to awards •Help build a brand, share relevant information and news about an organization •Help spark dialogue between the org and its publics •A visual medium - Images must be visually arresting EXAMPLE: the egg

SHOC: Open

•Feedback •Two-way communications •Employee views must be solicited, listened to, and acted on •Action is key

Concept of CSR

•Giving back to your community and the larger society through voluntarism and financial support •Largely a North American phenomenon

Serving Diverse Communities - Asians

•High population and grew since 2010 •Highest-income and best-educated •Emphasize traditional family mores •Greater importance on career and material success

The Bottom Line

•If people inside who work for you don't believe your story, people outside never will •Organizing effective, believable, and persuasive internal communications is a core critical public relations responsibility in the 21st century

Trends in Corporate Giving

•Individual givers, including Bill and Melinda Gates and Warren Buffet, are partially responsible for the increase •They began the "Giving Pledge" of billionaires pledging to give at least half their fortune to philanthropic causes

The Online Dark Side

•Internet sabotage: no organization is immune •Easy for customers to complain on blogs, start rogue websites, spread urban legends •Monitoring the Internet is important •Public relations professionals adopt "inoculation strategies" - Clear communications channels - Relay concerns privately before frustrations mount

Downside of Blogs and Internet News

•Little guarantee of journalistic standards •No way to prevent rumors •Internet reporters and bloggers from every political bias and ulterior motive remain busy 24/7, churning out continuous stories about companies, government agencies, nonprofits, and prominent individuals •Some true, others not EXAMPLE •Gawker.com lost a $140 million lawsuit to Hulk Hogan (a former wrestling superstar) •Guilty of invasion of privacy for posting a video of Hogan having sex with his friend's wife •The bankruptcy and end of Gawker Media sent a clear message to other standards-defiant, gossip-oriented blogs and websites.

Primary Social Media Vehicles: YouTube - Criticisized for Standards of Inclusion

•Logan Paul, 15 million subscribers, Earned $1 million/mo from quirky videos •Came crashing down after posting a video featuring a suicide victim •YouTube scaled back relationship with Logan Paul •Removed his channels from Google Preferred •No longer featured Paul in several other projects •Tightened rules to stop "bad actors from harming the inspiring and original creators around the world who make their living on YouTube"

Media Objectivity vs. PR

•Media - View officials with a degree of skepticism - Do not accept the party line on faith - Should be willing to report the officials' view of merit accurately without editorial distortion •The essential difference between the media and organizations: 1.The reporter wants the story, good or bad. 2.The organization wants to be presented in the best light. •Reporters - Want to get the facts from all sides - Want to be treated fairly and will reciprocate •Friendly adversaries instead of bitter enemies

Nonprofit PR

•Media advocacy = public relations without resources - Protests - Marches - Demonstrations - Media photo opportunities •Use of "free" media is a critical public relations function •Most nonprofits lack sufficient resources for advertising or formal marketing •Nonprofits depend on donors for support •Fundraising is a key nonprofit challenge that must engage the attention of key executives

Three Media Categories: Paid

•Media you pay for •Advertising - the primary format •Public relations advertising - Emerged as a combination of advertising and editorial - Paid media = formerly the province of advertising and marketing departments - Now public relations uses paid media to communicate in editorial-style ads •Ads on organizational strengths, issues, social responsibility, and philanthropy are more prevalent today.

Forms of Media Communication: Cable TV

•Where Americans turn to for news about current events - TV (22%), Internet (16%), Newspapers (5%), Radio (2%) •The average 30-minute television newscast would only fill one half of one page in a newspaper - If you're getting most of your news from television, you're missing most of the news! •Dramatic impact on nation's news consumption habits •Available 24/7: Americans were exposed to pop culture regularly •Impartial journalism was less important to journalists who served segmented cable audiences (Fox/CNN) •Specialized cable networks (e.g., sports, food, fashion, weather, history, finance) beam nonstop across the land.

Serving Diverse Communities - Women

•Women's labor force participation: - Increased a little between 2018-9, but is still below the peak set in 1999. - Men's labor force participation: Way below its peak back in 1948 in 2019 - But more men are employed in the labor force than women. •Women in Senior Management Positions: - 29% of all senior management roles fulfilled by women globally - 87% of global businesses have at least one woman in a senior management position •Women in US Congress: - 144 (105D, 39R) women hold seats in the U.S. Congress - 9 female governors (Crampton, 2021)