COM 105 Final Exam
Boomerang Effect
"Given the general public's distrust of major corporations, it is not unreasonable for a corporation to hear that stakeholders will perceive attempts to communicate CSR achievements as 'greenwashing'." Distrust results in the opposite of the intended CSR effect
Effective Risk Communication (7 Dimensions)
1. Operations; Restore confidence in the brand, organization, individual, or activity; and rebuild relationships especially with the victims-while at the same time reducing media coverage of the story because the organization, which created the situation, is actually doing what the community expects. Candor: Being open and honest. "It's our fault" "It shouldn't have happened" "We are helping the families through these terrible times" Use appropriate spokespeople with statements. Avoid news releases Explanation: Immediately correct erroneous information with more current, more accurate info Find the truth Take conclusive action: Close the stores Declaration: Talk from the victims' point of view Minimize technical stuff Avoid disingenuous phrases: "if we could turn the clock back..., these things happen..., we'll set new standards for everyone..." Contrition: Remorseful and penitent. Talk and act like someone that you care about has been hurt. Meet with families Let employees speak for the company Consultation: Announce a panel of independent experts to study, recommend, and report publicly. Let government agencies do the talking, while you concentrate on solving the problem Commitment: Establish a permanent broadly representative advisory group to assure the public of the company's intentions on an ongoing basis. Restitution: Restore to proper state. Exceed community expectations: Close all restaurants the night they learned of the possible problem. Take direct, immediate, quiet action to address and alleviate victims' concerns and fears. 2. Victims; When organizational action creates involuntary adverse circumstances for people or institutions, victim are created. Victims' perception and behavior is altered in ways that are fundamentally predictable. Victims designate themselves. They also determine when they are no longer victims The perpetrator needs to recognize victim expectations and respond affirmatively, otherwise there may be negative consequences Victims may resist reasonable solutions Use the media to communication stories Begin high-profile litigation Disgruntled former employees and well-meaning current employees often come forward to verify victim allegations Victims don't usually hear much beyond their own pain 3. Trust/credibility; Credibility is based on the organization's past behavior. When bad things happen, past behavior is used to predict future actions. When past behaviors have been good and current and future behaviors don't match those expectations, there's a loss of credibility. Trust is the absence of fear. Fear is the most powerful human emotion to remediate 7 trust-building, fear-reducing, credibility-fixing behaviors: 1. Provide advance information 2. Ask for input 3. Listen carefully 4. Demonstrate that you've heard (i.e. change your plans) 5. Stay in touch 6. Speak in plain language 7. Bring victims/involuntary participants into the decision making process 4. Behavior; Good crisis plans are structured to work directly against, anticipate, and eliminate negative behavior patterns. Don't do the following • Arrogance, no concern • Minimize victim needs • Blame shifting • Broaden situation unnecessarily • Inappropriate language • Inconsistency • Inflammatory statements 5. Professional expectations; Practice honest, candid, and timely communication and foster the free flow of essential information in accord with the public. • Disseminate accurate info and promptly correct any erroneous communication for which they may be responsible. • Refrain from taking part in any undertaking that the communicator considers to be unethical. 6. Ethics; There is a moral dimension to crisis management. Business organizations and institutions are expected to have consciences and to act in ways that reinforce this public expectation. That's why whenever there are victims, someone has to be help accountable When an issue involves integrity and moral and ethical dilemmas, get to the moral reasoning and questioning quickly. When the public's deepest values are offended, extraordinarily fast action is required 7. Lessons learned. Institutional memories are short. Managers detest dealing with crises, especially once the urgent issues have been identified. Institutions need to learn to remember their mistakes, the miscues, the successes, and victories in real time The American public expects organizations to talk about and describe the lessons they learned from mistakes, errors, accidents, or negligent acts. • Speaking publicly about lessons learned is a major corporate step toward obtaining public and employee forgiveness
Echo Chambers
A situation in which information, ideas, or beliefs are amplified or reinforced by communication and repetition inside a defined system. Inside a figurative echo chamber, official sources often go unquestioned and different or competing views are censored, disallowed, or otherwise underrepresented Only see sources from media that agree with you, while media that disagrees is censored. Can avoid the echo chamber by hearing people out and interacting with people who have opposing view points
Aristotle Ethics
Aristotle: Aristotle's view is that conduct is moral to the degree that conduct is chosen for the right reasons. The question is not (like Kant) what core principle an action is based upon (a somewhat abstract idea which does not help much in a specific choice), but, rather, one's motive in a specific motivation. "A good, virtuous, individual does what is right for the right reasons." The goal of human life is happiness
Coca Cola (general overview of lecture)
Coca-Cola covers 60% of the 1.6 million soft drink market Most of this is the US Faced some difficult challenges in the region of Kerala, India Accused of using water that contained pesticides in the bottling plant 57 bottles of coca cola and pepso products contained unsafe levels of pesticides Kerala minister of health imposed a ban CC arranged to have drinks tested in a british lab and found the levels of pesticides to be harmless 1960's to 1970's Obstacles to foreign investment, bureaucratic and cultural Business undervalued, leisure valued Example: 1977 Coca-Cola withdraws from india when government demanded recipe 1990"s to 2000 Economic and governmental reform Example: Fro, 2003-2006 foreign investment doubled to $6Billion People are sending work to india India ranked 2nd for overseas business operations after china Needs more investment in manufacturing to improve the lives of 350 million people living in poverty Soft Drink Industry in India Coke and Pepsi invested nearly $2 billion in india Employ about 12500 people Support 200000 indirectly through purchases of sugar packing material and shipping services Indians also purchasing the products 2008-2009 Coke invested more than 250 million in India over the next three years In 2009 they had the highest volume of growth of any coke markets New money will mean 20% increase in total Coke investments in india The Charges Against coke 2002 Villagers in Kerala allege: Water levels had sunk Plant was accused of exploiting the groundwater and polluting it with toxic metals Health Minister bans sale of all coke products claiming the products contained unsafe levels of pesticides Sunita Narin - The Director of Science and Environment____ Adds against Coke all around in Kerala Coca Cola fought back: "No Indian soft dronk makers have been tested for similar violation even though pesticides could be in products such as milk and bottled water" Why isn't anyone else being tested or investigated? CSE tests of sugar used in soft-drink manufacture revealed samples to be pesticide-free In state court, Coke requests for relief granted: sales ban lifted 2010 State government panel finds that coke was in fact depleting ground water and dumpng toxic waste between 1999 and 2004 Asked to pay 47 million They pay Coke Partners with local and international partners to address water scarcity Helps get message out there Coca Cola embarks on a campaign to address micro-nutrient ma Emphasis on water conservation Coca Cola did not: Anticipate local governments reaction to the test results Respond quickly enough to consumer anxiety Realize how fast news traveled in modern India They should have been quick about realizing the issue and fixing it quick
Qantas Airlines, Ringmaster
Company was going through public issues. They had to ground multiple planes due to engine failure and other customer service complaints. In order to change their image and increase the moral of their company, they did this... Held a contest to see who could display the best pride for the Australian rugby union. Chose two white men dressed as Radike Samo, an Aboriginal player. They were dressed in black face Union Strike: Grounded 20,00 passengers in locations world-wide. Major public backlash including social media outrage and a viral video criticizing the CEO and management for inability to understand how to communicate with the public The Quantas Luxury Contest: Contest to win Quantas first-class pajamas and a luxury amenity kit Participants asked to use Twitter hashtag #QuantasLuxury to describe their dream luxury inflight experience Less than two hours in the hashtag was trending. 130 tweets every twn minutes were overwhelmingly negative in nature Quantas did NOT monitor their feed and continued to post things like "Wow! Some very creative tweets out there. Keep them coming." How to avoid Hashtag Hijacking: Do not create self-serving or vague "tell us how much you love us" hashtags. Most easily hijacked Choose hashtags that do not include the company's Twitter handle or any variant of their brand name Consider what is going on with your company at the time. What is the current reputation among the public? Are their specific negative instances people are likely to grab onto? Why you need a Ringmaster? Most companies separate the essential activities of communicating and fulfilling a brand promise into different functions Marketing communications: articulates promise, Corporate communication: manages reputation Customer service: handles inquiries/problems, Product development: delivering offer The fragmented approach cannot begin to present a coherent voice for the brand or support the relationship building in a hyper-connected world The Updated Model: A new type of executive that is digital savvy and is skiled at coordinating a variety of marketing activities and customer needs. They have.. Integrative Thinking: Familiar with social technologies, understanding of brand communication, know how to harness the latest technologies to achieve brand objectives. Ford Fiesta Collaboration Skills: Rely on persuasiveness and charm, requires high emotional intelligence, should work as a team and have crossover with all departments. H&R Block Work at high speeds: Work in short time frames (sometimes with daily cycles), they should excel at using social technologies to detect emerging opportunities or threats and respond rapidly to them What skills does a new media manager need? Clear passion for and knowledge of social technologies An ear for stories that will play well An instinct for developing external relationships Understanding of the company's communication priorities
Self-disclosure (pg. 260/pg. 218)
The key reason why people decide to create a personal web page is, for example, the wish to present themselves in cyberspace. Usually such a presentation is done through self-disclosure; that is, the conscious or unconscious revelation of personal information that is consistent with the image one would like to give. Self-disclosure is a critical step in the development of close relationships but can also occur between two complete strangers, for example, when speaking about personal problems with the person seated next to you on an airplane
Style: Instrumental, Affective, Contextual, etc.
Contextual Style: one that focuses on the speaker and relationship of the party. Asian cultures use this in high context cultures. Vs. Personal Style: Focuses on the speaker and the reduction of barriers between the parties. United States uses this in low context cultures. Elaborate Style: A great deal of talking, description includes much detail, and people often repeat themselves. Used widely in Arabic countries, common in high context cultures. Vs. Succinct Style: Most common in Asia. Common in high context cultures. People tend to say few words and allow understatements, pauses, and silence to convey meaning. Vs. Exacting Style: Common in England, Germany and Sweden. Common in low context. Focus on precision and the use of the right amount of words to convey the message. If a person uses too many words this is considered exaggeration; if the speaker relies on too few, this is considered ambiguous Affective Style: Characterized by language that requires the listener to carefully note what is being said to observe how the sender is presenting the message. Quite often the message that is being conveyed is non-verbal and requires the receiver to use his or her intuitive skills. Common in high context cultures. Vs. Instrumental Style: Goal-oriented and focuses on the sender. The individual clearly lets the other party know what he or she wants the other party to know.
Define: Branding/Reputation/Corporate Advertising/Responsibility building (Ch 7)
Corporate Advertising: Advertising to Reinforce Identity or Enhance Image ** Explain new vision, organization and strategy to constituents when a companies merge and enter new businesses Mattel: "because your children are our children too." Apply identity audits to their corporate advertising strategy **Differentiate companies from rivals Nintendo incorporated traditional media with word-of-mouth marketing and digital communications platforms ** Advertising to Attract Investment Financial-relations corporate advertising A strong, financially oriented corporate advertising campaign can increase the price of a company's stock Some companies view building their brand with investors as more important than doing so with customers ** Advertising to Influence Opinions Aka: Issue or advocacy advertising Is used by companies to respond to external threats from either government or special interest groups Deals with controversial subjects Many companies started using it in the late 1970s and early 1980s to meet the challenges of what was perceived as the antibusiness media
Greenwashing
Disinformation disseminated by an organization so as to present an environmentally responsible public image
Distributed Negotiation
Distributive Negotiation: Occur when two parties with opposing goals compete over a set value. Consider a person who passes a street vendor and sees an item he likes but considers the price, or set value, a bit steep. The goal of the buyer is to procure the item at the lowest price, getting more value for his money, while the goal of the seller is to collect as much as possible to maximize profits. Both are trying to get the best deal, but what translates into a gain by one side is usually experienced as a loss by the other. Also known as a win-lose situation.
Downward/Upward, Process-oriented communication
Downward Communication: The transmission of information from manager to subordinate. Primary purpose is to convey orders and information Upward Communication: The transfer of information from subordinate to superior. The primary purpose of this subordinate- initiated to provide feedback, ask questions, or obtain assistance from higher level management
Principles of fair trade and examples
Fair Trade: An organized social movement and market-based approach that aims to help producers in developing countries obtain better trading conditions and promote economic, social, and environmental sustainability. Principles • Fair Price • Sustainability • Fair Labor conditions • Direct Trade • Democratic and transparent organizations • Community development • Environmental Sustainability
Personal vs Mediated Relationships (pg. 260)
Finding the right presence: Personal & Private/Family & Friends Message: I want to keep in touch with you Sample Media Tool: Facebook Goals: Brand: Show commitment to your relationships Engage: Strengthen your ties Learn: Keep abreast of changes in your social network Professional & Private Work Colleagues Message: I am a team player, and want to collaborate with you Sample Media Tool: Yammer and other corporate platforms Goals: Brand: Enhance your social image at work Engage: Collaborate; boost productivity and effectiveness Learn: Leverage your colleagues' input Personal & Public Society Message: I am passionate about ideas and want to share them with you Sample Media Tool: Blogs, YouTube, Twitter Goals: Brand: Became known for your ideas Engage: Find new outlets for your passions Learn: Leverage others' ideas and viewpoints Professional & Public Professional Peers Message: I am competent and growing professionally Sample Social Tool: LinkedIn, Twitter Goals: Brand: Build Peer Recognition Engage: Find new opportunities; show commitment Learn: boost industry knowledge; develop yourself
Colgate and the "imitation" in Chinese culture
Founder of "Darkie" toothpaste was a fan of Al Jolson and wanted to Recreate the spirit of his character. • Toothpaste and image was popular among Asians • Hawley and Hazel surprised by American response to image • Belief: There was no issue before, why now? • Chinese culture image = highest form of flattery
Utilitarianism
Greatest good for the greatest number of people
Ethical Conduct
Greatest good or outcome for the greatest number of people
Groupthink: Define the term and know the class example for illustrating this term. Confirmation Bias defined
Groupthink: once a course of action has gained support within a group, those not yet on board tend to suppress their objections, however valid, and fall in line. It is especially likely if the team is likely lead by an overbearing or overconfident manager who wants to minimize conflict, delay, and challenges his/her authority Ex: Challenger explosion. people didn't speak up about cooling mechanism. People died Confirmation Bias:the tendency to interpret new evidence as confirmation of one's existing beliefs or theories.
Pereption
How we understand other people and situations How we understand ourselves Tend to judge others from our perspectives/self Perception: The process of making meaning from the world we see around us
Integrative Social Contracts Theory (ISCT)
ISCT: Attempts to navigate a moral position that does not force decision makers to engage exclusively in relativism vs. absolutism Example: Nongovernmental organizations: Private, not-for-profit organizations that seek to serve society's interests by focusing on social, political, and economic issues
Image, Identity:
Image: is the reflection of an organizations identity. It is the organization as seen from the viewpoint of its constituencies Organizations can get a better sense of their image (as conveyed through identity) by conducting research with constituents. This research should be both qualitative and quantitative lgos are a key element of an organization's identity and they must be treated as such. Companies often institute name changes to signal identity changes, to make their identities better reflect their realities, or to account for organizational changes Logos are perhaps more important than names because of their visual nature though organization can differentiate themselves based on identity through names and logos Pg. 114
Direct/indirect communication and its relationship to high/low context
In high context cultures, messages are implicit and indirect. One reason is that those who are communicating - family, friends, co-workers, clients-tend to have both close relationships and large information networks. As a result, each knows a lot about others in the communication network; they do not have to rely on language alone to communicate. In low context cultures, people often meet inly to accomplish objectives. Since they do not know much about each other, they tend to be direct and focused in their communications. One way of comparing these two kinds of culture - high context and low context - is by finding out what types of questions are typically asked when someone is contacted and told to attend this meeting. In high context it is common to ask, "Who will be at this meeting?" in low context it is common to ask, "What will this meeting be about?"
Macro Communication
Individual addresses a fairly large number of people
Interpersonal Communication
Interpersonal communication is the process by which people exchange information, feelings, and meaning through verbal and non-verbal messages: it is face-to-face communication.
JetBlue: What went wrong? How did the company fail or fall short? What did they do to try to change their image and identity?
JetBlue: Based in New York, founded in 1999 President Jimmy Carter passed the Airline Deregulation Act. Purpose was to eliminate government control over commercial aviation and encourage market forces to shape the industry's development. Cut-throat competitive tactics in the 80's and 90's cause most new companies to fail. Thus, airfares dropped leading to the rise of low-cost carriers To Keep Costs Down: To keep costs down, they would offer almost an unlimited supply of appealing in-flight snacks that people actually wanted to eat. With flights to and from previously underserved markets, JetBLue shot to the top of J.D. Power and Associates' customer satisfaction survey. 9/11 Only three airlines turned a profit in 2001- Southwest, AirTran, and JetBlue (all low-cost carriers) The Storm Valentine's Day 2007 @ JFK JetBlue gambled that temps would get better Planes pushed back from gates and waited for word of a break in the storm Runway equipment used to tow planes froze to the ground Freezing rain continued Almost all other airlines had cancelled their flights Hundred of passengers inside planes were stranded on the runways at JFK 9 airlines sat idle on the tarmac for more than 6 hours Busses were eventually used to shuttle passengers back to the terminal Customer service hotlines and websites were down Website claimed flights were on schedule but already cancelled. Flight crews were scattered across the country JetBlue cancelled more than 250 flights that day "We had a problem matching aircraft with flight crews." Cancelled 1,200 flights between Feb 14-Feb 19 Multiple failures Inadequate communication protocols between 11,000 pilots and flights attendants Overwhelmed reservation system Lack of cross-trained employees Estimated cost to the airline, over $44 million. Investors immediately responded by selling off their shares of JetBlue stock. Response Our Promise to You Video Customer Bill of Rights from JetBlue Passengers compensated of certain performance standards were not met Vouchers Neeleman faces countless questions Legal Finance Flight operations Government affairs Marketing team Etc Neeleman-known for personally answering every customer letter or email Considered the Customer Bill of Rights vital to restoring JetBlue's image. Re-affirm the public's perception Human beings not cattle CEO still had to convince influential people inside the company.
Kantian Ethics
Kantian: Conduct is based upon core set of principles. So for Kant, the ends does not justify the means. (doing whatever it takes) The rightness or wrongness of actions does not depend on their consequences but on whether they fulfill our duty Core set of principles (values): 1. What is best for everyone equally? 2. What preserves the needs of each individual equally?
Polychronic time: Latin America, Middle East.
Schedules are subordinate to personal relationships
Types of schema's: Physical constructs, psychological constructs, role constructs, etc.
Schemas to classify people: 1. Physical constructs - outward appearance E.g. Weight, skin tone, attractiveness 2. Role constructs - social or professional position e.g. Teacher, accountant 3. Interaction constructs/behavior E.g. Outgoing, aggressive, shy 4. Psychological constructs - thoughts and feelings E.g. Angry, self-assured, insecure
Micro Communication
Small, limited number of people
Define Mission Statements and Vision Statements. How are they different?
Mission statement is what you are and what you do every day. Vision = future; mission = today Vision Statements: What your org wants to create, the future, and so forth Should encompass all aspirations, goals, objectives, philosophies and standards of the organization • They are necessarily somewhat abstract statements Organizational vision ties all of theses aspects together and aspires all constituencies (internal and external) toward that end Organizations often use a story (aka narrative to capture and communicate this vision
What is a preventable crisis? (Review preventable risks...Risk management)
Preventable risks are internal coming from the organization. Controllable and ought to be eliminated or avoided. Best managed through active prevention Strategy Risks: ex: stock market. Voluntarily accepts some risks External Risks: What if everything that goes wrong does? Because you can't prevent these, management must work to identify them
Miscommunicating Science: What is the difference between science and pseudo science, video example used in class? What is temporal and spatial communication? Miscommunication defined.
Pseudo science = fake science. Science and pseudo science: A collection of beliefs or practices mistakenly regarded as being based on scientific value TED Talk: frog, hard for public to understand cause language is cold Temporal disconnect: relating to worldly as opposed to spiritual affairs Spatial disconnect: relating to space Miscommunication defined: Information is exchanged in a faulty, incomplete, or incorrect way, resulting in a failure to understand on the part of the communication recipient
Reputation
Reputation is based on the perceptions of ALL the organization's constituencies. It is built up over time and is the product of both internal and external constituencies
Managing Risks
Risk Management is often treated as a compliance issue that can be solved with rules and making employees follow them. Some are sensible and do reduce risks, but rules will not diminish the likelihood or impact if a disaster occurs Risk One: Preventable Risks • Internal risks • Within the organization • Controllable and ought to be eliminated or avoided • Illegal, unethical, incorrect, inappropriate actions, etc. • This category is best managed through active prevention: monitoring operational processes and guiding people's behaviors and decisions towards desired norms Risk Two: Strategy Risks • Company voluntarily accepts some risk • Ex: Banks assume some credit risk when they lend money • Not inherently undesirable • A strategy with high expected returns generally requires the company to take on significant risks. • BP acceptable the high risks of drilling several miles below the surface of the Gulf of Mexico because of the high value of the oil and gas it hoped to extract. * Companies need a risk management system designed to reduce the probability that the assumed risks actually materialize and to improve the company's ability to manage or contain the risks should they occur. EX: STOCK MARKET Risk Three: External Risks Some risks arise from events outside the company's control. • Natural and political disasters, economic shifts, etc. • Because can't prevent such events, their management must focus on identifying them. • Extensive behavioral and organizational research has shown that individuals have strong cognitive biases that discourage them from thinking about and discussing risk until it's too late. Independent Experts: Risk review board of independent technical experts whose role is to challenge the project engineers' design and risk assessment. • "A culture of confrontation" • "We tear each other apart, throwing stones and giving very critical commentary about everything that's going on." • The meetings are constructive and confrontational. • Not intended to inhibit the project tea from pursuing ambitious missions, but force engineers to think in advance about how they will describe and defend their design decisions and whether they sufficiently considered likely failures and defects Facilitators: Water and energy organizations operate in stable technological and market environments with relatively predictable customer demand. • Risks stem largely from unrelated operational choices and remain hidden for a long time. • Firms may deploy a relatively small risk management group that collects information from operating managers. • Increases managers' awareness and provides decision makers with a full picture of the company's risk profile. • Managers need to defend their proposals and attract funding. • They learn to minimize the risks in their areas of accountability. Embedded Experts: • Financial industry poses a unique challenge because it's volatile. • Decisions are made by traders and investment managers. • Risk profile of a bank can change dramatically. (e.g. JP Morgan) • Risk management requires experts within the organization to continuously monitor business risk profiles. Bias: Embedded Experts work in the company and may be biased
Smart & Flash Mob (pg.225)
Smart Mob: Suggests new opportunities for strangers to increase their collective intelligence by rapidly exchanging information and the ominous new power that anonymous masses on the move linked by mobile communications and able to tap the vast resources of the internet, will gain for committing violent and disruptive acts Flash Mob: A flash mob (or flashmob) is a group of people who assemble suddenly in a public place, perform an unusual and seemingly pointless act for a brief time, then quickly disperse, often for the purposes of entertainment, satire, and artistic expression.
"The People Formerly Known as the Audience": the contribution of Twitter to social media, the "new" role of journalism, Curation defined
Social Media is changing journalism. News is now an ecosystem, where journalists, sources, readers, and viewers exchange info. Newspapers and news channels have since launched blogs of their own and they invite pictures, videos, and other contributions from readers Curation: The public necessity to play an active role to filter, and analyze info Volunteers helping a newspaper select useful news source for a story A journalist can receive photos from a blogger and verifies the time of day using shadows in a picture. A twitter user analyzes the most popular topics emerging on twitter and sends what they believe to be the most credible information to a newspaper The Huffington Post - hybrid approach to news with combination of blogging and hard news "If you are open to contributions from others, you generally end up with richer, better, more diverse and expert content than if you try to do it alone." The Gaurdian's Alan Rusbridger Journalists should be thinking of themselves as managing the conversation
Social Technologies: define social media, managing your social media, define social relevancy, define social networking sites, savvy management
Social Media: Any Web site or service that facilitates using a piece of media (documents/presentations/photos/videos) to share an idea, advertise, promote, or deliver content. Social Relevancy: The Online Reputation of an organization or individual. When a potential customer, partner, vendor, or investor looks online to learn about your organization, the collection of links, user opinions, and content they can access, adds up to your online relevancy. At the individual level, when HR departments, buyers, partners, or potential romantic partners search for you online, they'll also find content, opinions, and links that will comprise your online credentials Ex: When searching Angelina Jolie in a web search engine, you may find a collection of links relating to her movie awards, movie ratings for movies she's been in, interviews discussing the international adoption process or political accomplishments. All of these website links contribute to Angelina Jolie's social relevance. Social Networking: Any Web site or service that facilitates people communicating one-to-one, or one-to-many, in a conversation, Social Relevancy: The (sometimes unintended) Outcome of Communication Online Credentials - This is the byproduct of all the communication and connection that is now going on What others say about is at least as revealing, or more so, than what we say about ourselves
Social Media a Tool...: The Electronic Communications Privacy Act, The Fair Trade Reporting Act, The Stored Communications Act
Social media has started to influence the workplace Employers use social-networking sites to conduct research about the background of job candidates Information of social network sites can be "piece-meal bites" that may lead to inaccurate and incomplete information/conclusions. Potential Effects- The relationship between employer and employee. Potential invasion of privacy felt by the employees The Stored Communication Act: Protects the privacy of stored internet communication. These communications must be "readily accessible to the general public". The dispute is how the information is gained. The Fair Credit Reporting Act: Requires the consent of an applicant of an employee before an employer can ask a "consumer reporting agency" or another third party to conduct a background check and produce a "consumer report" or other written report of its findings Does not prevent employers from reviewing social - networking sites themselves The Electronic Communications Privacy Act: Makes it unlawful to listen to or observe the contents of a private communication without permission of at least one party involved in production (of the material). It also prohibits parties from intentional interception, access, disclosure, or use of another party's electronic communication (includes email). If a site is public, an employee has no right to privacy and permission is not required When working, be aware of: - Is there a social media policy? - What does it include? - Is it enforced? - What are the consequences for violating the policy? Not only can employees leak confidential information about their companies, they may knowingly or unknowingly publish confidential information about their employer's clients or business associates. Employers need to establish clear policies regarding several work-related issues • Social Cause Marketing: Conjoint analysis defined, affinity marketing defined, social causerelated marketing, Macy's Belief Campaign, social green marketing, social cause sponsorship, social advertising, High-Fit Social Affinity, Low-Fit Social Affinity, High-Fit Commercial Affinity, Low-Fit Commercial Affinity, Halo (Halo info. pg. 232) Conjoint Analysis: Is a statistical technique used in market research to determine how people value attributes (feature, function, benefits) that make up an individual product or service Social Cause Marketing: (what is the social cause of the marketing?), the research technique through which the company verifies potential consumers' perceptions of fitness of a social cause with the brand prior to making financial commitment is called conjoint analysis. Social Cause-Related Marketing: Every unit sold of a brand triggers a donation to a cause Ex: Macy's Believe Campaign Social Green Marketing: The environment friendliness of a company or brand is stressed as a differentiating attribute. Ex: Whole Foods "America's Healthiest Grocery Store" Social Cause Sponsorship: A brand is clearly identified as a cause supporter Affinity Marketing: A partnership between a company and organization that gathers persons sharing the same interests to bring a vaster consumer base to the opposite party Clearly, companies are making huge investments to demonstrate their affinity with consumers interested in sports and entertainment and social causes Budweiser: High-Fit Social Affinity - Designated Driver Program Low-Fit Social Affinity - Children's Reading Program High-Fit Commercial Affinity - Stock Car Racing Team Low-Fit Commercial Affinity - Sunday Night Movie on Network TV Evaluating Social Marketing Initiatives. Questions to ask: - Are there a sufficient number of consumers in the brand's desired target market? I - Will the target people find the brand credible? - How does the brand differentiate itself from its competitors? Halo Effect:Moreover, a social-cause affiliation could also have a "halo effect" on how a brand is seen on other attributes, such as trustworthiness or quality
Image Campaigns
Step One: Conduct and Image Audit. Asses the current reality, how does the public currently view the organization? FedEx took action after learning that its customer constituency was no longer using its official name. Pg. 121 Step Two: Set Identity Objectives. A positive example of clear objectives leading to necessary change is Kentucky Fried Chicken's desire to change its image and menu in the mid 1990's as a result of changes in American dietary habits. Pg. 122 Step Three: Once the identity audit is complete and clear objectives are established, the next phase in the identity process is actual design. For example if the company is undergoing a global expansion, the addition of the word "international" might be the best alternative. Companies also should ensure that logos continue to reflect accurately the company's reality and should consider modifications. Dunkin Donuts Step Four: Once the final design is selected and approved by everyone involved, consultants develop models using the new symbols or name. For products, prototype packaging shows how the brand image may be used in advertising Step Five: Given the time involved and the number of people included in the process, news about future changes can easily be leaked to the public. Sometimes such publicity is a positive event, as it can create excitement and a sense of anticipation. Still, such chance occurrences are no substitute for a formal introduction Step Six: The final stage is implementation, which can take years in large companies and a minimum of several months for small firms. Pg. 126
Environmental Sustainability
Sustainability: Development that meets current needs without harming the future Example: Walmart - "Think globally, act locally" - Work with environmentalists to reduce waste and pollution and cut back on packaging
Negotiation Process
The process of bargaining with one or more parties to arrive at a solution that is acceptable to all
Risk, Hazard, Outrage. Know the difference between these three terms. What is the difference between voluntary and coerced risk? How die the example of skiing relate to these terms? What is the difference between natural or industrial risk? Difference between familiar and exotic risk (car vs. elephant) What is the difference between memorable of memorable risk? Press conference in crisis situations. High/low risk management, Public vs. Experts (Sandman lecture 10)
The public is not good at calculating hazard. The experts are not good at calculating outrage (concern). Risk Communication is alerting people and reassuring them Risk = Hazard + Outrage Components that dominate most risk controversies are the components of outrage (below) A natural hazard is perceived less negatively than an industrial hazard. Concern over natural risk is generally between voluntary risk and coerced risk (more acceptable than a coerced risk, less acceptable than a voluntary one. Government and Industry are more easily considered as villains than "nature" or God Voluntary vs. Coerced: The right to say no makes saying maybe a much smaller risk. To reduce community outrage, make the risk more voluntary. Skiing is voluntary. Because it is voluntary it creates no outrage. Familiar or Exotic: Familiar risks are generally underestimated...like a car. It can be hard to reduce people's fears when the hazard is unfamiliar (ex. Ebola). Hard to take seriously when familiar (car) Memorability: How easy is it for you to envision something going wrong? Memorability increases perception of hazard. Source. Personal experience, Media imaged of patients suffering, the symbol of cheeical risks, nuclear risks versus chronic pollution knowability is impacted by a number of issues Detectability: Whan a risk becomes more detectable, then it becomes more knowable, then it becomes less a source of outrage If the concern is high and the hazard is high then it is called high risk communication Crisis Communication, Risk Communication - Alarm Risk Communication - Calm Outreach Communication (taped to door)
Self-serving bias
The tendency to attribute one's successes to stable internal causes and one's failures to unstable external causes o Success: "I am a dedicated person and worked hard" o Failure: "I would have done better if my car had not broken down"
Monochronic time: U.S., Great Britain, Canada, Australia, Northern Europe.
Time schedules are very important and time is viewed as something that can be controlled and should be used wisely
Users of the world, unite!: User Generated Content (UGC), Collaborative Projects, Blogs, virtual communities (pgs. 216-220)
Web 2.0 - used to describe a new way in which software developers and end users started to utilize the web; that is, as a platform whereby content and applications are no longer created and published by individuals, but instead are continuously modified by all users in a participatory and collaborative fashion. Content publishing belongs to Web 1.0, they are replaced by blogs, wikis and collaborative projects in 2.0. We consider Web 2.0. the platform for the evolution of social media User Generated Content can be seen as the sum of all ways in which people make use of Social Media To be considered UGC: 1.) Must be published on a publicly accessible website or on a social networking site 2.) It needs to show a certain amount of creative effort 3.) finally, it needs to have been created outside of professional routines and practices Collaborative Projects: Enable the joint and simultaneous creation of content by many end-users and are, in this sense, probably the most democratic manifestation of UGC. Exemplary Example: Wikipedia. Nokia, uses internal wikis to update employees on projects status and trade ideas which are used by about 20% of the 80,000 employees. The main idea of collaborative projects is that the joint effort of many actors leads to a better outcome than any actor could achieve individually. Blogs: Represent the earliest form of Social Media. Managed by one person only. Companies use blogs to update employees, customers, and shareholders on developments they consider important Virtual Communities: Virtual worlds are platforms that replicate a three-dimensional environment in which users can appear in the form of personalized avatars and interact with each other as they would in real life. They come in two forms: 1.) Virtual Game Worlds: require their users to behave according to strict rules in the context of a massively multiplayer online role-playing game. Limit the degree of self preservation, but some users avatars after some time start to resemble their real life personality. 2.) Virtual Social Worlds: Allows inhabitants to choose their behavior more freely and essentially live a virtual life similar to their real life. Residents show behavior that more and more closely mirrors the one observed in real life settings.
Personal Social Media Strategy: Realms, Reddit video, social presence (pg. 257)
Why embrace social media? Provides a low-cost platform, allows you to engage rapidly and simultaneously with peers, employees, customers, and the public, and learn from instant information and unvarnished feedback Reddit: Mr. Splashypants Realm One: Branding Use a Low-cost accessible, no-barriers-to entry, platform to establish reputation Realm Two: Engagement Engage with employees, customers, and investors. Show commitment to a cause, profession, company or product. Demonstrate a capacity for reflection instead of just action Realm Three: Learning Seek feedback from employees on company's strategic plan. Learn about emerging trends and issues. Use local social media tools to learn about potential partners for events in other regions Social Presence: Your Next Step Formulate your personal social media strategy Make sure your online profile does not contradict your activity in the "real world" Social media activity will necessarily increase your presence and make it easier for others to Google you Outsourcing is not an option because only you can provide the authenticity, which is the key in social media Risks of an Online Presence Social Capacity - With whom do you connect? The boundaries between personal and professional spaces and between private and public audiences is blurry Intellectual Capacity - What do you communicate about? Company's message, intellectual property. Set guidelines about what can be disclosed Progress - How do you maintain momentum? Keep track of how many useful connections you make each month or the number of ideas you develop as a result of social media interaction
Social Media: word of mouth, becoming a likeable company, what social media can and can't do. (pgs. 201-210)
Word of mouth has been the purest most effective form of marketing for thousands of years. Social media continues that. The "Like" button is a virtual endorsement - It is a new link. People like a page and it works as a virtual word-of-mouth endorsement The social media revolution has given consumers around the world the most powerful voice they've ever had. Word-of-mouth marketing has always been considered the purest and best form of marketing, and social media has continued to prove this fact in many ways At an actual cocktail party you can only have a few conversations with a handful of people in one night, online, and through social networks you can have numerous conversations with potentially thousands or millions of people at once Who do you want to see again or maybe do business with at a cocktail party: The sales guy who talks incessantly about how great his company and products are, or the person who listens to the problems you face, has an open discussion with you and maybe even makes you laugh Facebook world is not just about broadcasting your message and getting the largest reach and frequency- it's about tapping into the conversation, listening, engaging, and empowering. The loudest, biggest spenders don't win anymore. The smartest, most flexible listeners do. Cans and Cant's: Social Media cannot make up for a bad product, company or organization: marketing a bad service or widget, not only will social media not help you, but it will actually hurt your cause Social Media won't lead to overnight success: Building relationships takes time Social media is not free: Building and executing a likeable social media plan will take lots of time and work. Ultimately such a plan can't be the sole effort of any one marketing or public relations department but instead must be integrated across your entire company, its agencies and vendors
Stereotypes
generalizations about a person based upon the group to which they belong
Messages: Implicit, Contextual, Explicit, etc.
• Direct (explicit) communicators are Low-Context cultures • Indirect (implicit) communicators are High-Context cultures. • Context is information that surrounds a communication and helps convey the message o Low/Context Cultures Us Germany Switzerland
Myths and realities of Corporate Social Responsibility communication
• Don't be afraid of the media • Don't underestimate the public • Address big issues head-on • Don't present a picture-perfect company • Control the conditions • Use the whole organization • Do what you say
Complaints raised by French critics of Euro Disney
• Farmers didn't want land taken by the company • Didn't want to transform children into consumers (especially with Mickey Moue) • Don't want American company altering French lifestyle • Traffic congestion, noise, pollution • Howdy! • Smiling code (employees must always be smiling)
Nonverbal Communication
• Kinesics: body movement and facial expressions • Proxemics: space • Chronemics: • Chromatics: Color
