Some of the funniest things I may see during my day is on Twitter. Twitter tends to be filled with puns, jokes, memes, but can also be quite serious. For some Twitter may be where the news broke out first to them.Twitter can be used to set a platform or precedence of your ordinary person, corporation or public figure. I was fortunate enough this past Tuesday March 21st to catch the NBA game of the Dallas Mavericks and Golden State Warriors play live. I thoroughly enjoyed it, thanks to the generosity of my husband.
Nowadays, it is very important to capture a moment in real time. “Metrics from Hootsuite have provided us with tangible and quantifiable insights to measure content that is shared with leadership teams. These Metrics illustrate the success of content and how we can reach new and existing audiences better.”(HS)It builds credibility from your followers and can grow the followers that you have. “Communications and technology go together. But, this hasn’t always been the case for PR professionals integrating technology into their daily roles. “(Breakenridge, 2012, pg. 37). Great sites like Hootsuite can sync it together and make you feel that everything comes together and plan one’s posts so that they come in real time.
References
Breakenridge, D. (2012). Social media and public relations: eight new practices for the PR
professional. Upper Saddle River, NJ: FT Press.
Inc., H. M. (n.d.). Social Media Analytics. Retrieved from
There have been so many
PR campaigns that have emerged over the years and even more so since social
media arose. Social Media has helped companies expand their platform and help
gather more of a following. Social Media can help virtually any PR campaign in
the spreading the mission and goals of that particular campaign. There are many types of social media channels
and they each have their own specialization.
Hashtags
are a great way to utilize and expand the platform that is trying to be spread
and made known. Hashtags can be effective on any social media platform such as Instagram,
Facebook, Twitter, Snapchat, etc. There have been many effective and successful
social media campaigns but one that stood out was the #ShareYourEars campaign.
This campaign was a partnership with Walt Disney and Make a Wish Foundation and
had their audience share their pictures onto the hashtag #ShareYourWars.
Photo Credit: www.tint.com
With each share Disney
donated $5 when someone posted a pictures with their Mickey Mouse ears with the
hashtag #ShareYourEars. The campaign was utilized on twitter and Instagram and
was streamlined through TINT. TINT was a marketing tool being able to use and
showcase content from multiple sources. They can use their hands, bows, or any
creative means to create their ears. The goal was $1,000,000 but it was so
successful and had doubled to $2,000,000 in donation in Make A Wish Foundation.
It was successful being able to surpass it’s original goal and being able to
attain the goal that it was trying to achieve.
In a world that gives many messages, it is imperative to be distinct and stand out in a sea of other people. The same goes for a social media, in order to gain engagement and a true voice. It is important to have a pull over your target audience and that your signature stands out especially if you are in a competitive market or industry. Creating a voice that expresses passion and authenticity creates more engagement with your target audience versus a automatic message. It is important to understand the assets and use of Pinterest, Twitter, Facebook, Instagram, Snapchat and etc. One should know the demographics that typically use those application and use phrases, hashtags that can create a conversation with your audience. "Social media is a communications tool,like the telephone and email,that serves the purposes of critical business functions,including public relations,marketing,lead generation,customer service,and market research"(Blanchard, 2011, pg.16). It should be a natural communication piece of your business and have a distinct purpose of existence, that is not only apparent to you but to those who are following you. "Social media requires you to shift your mindset to unite communications and collaborative technology. When you adopt a new attitude and expand your knowledge and skills, the result leads to successfully incorporating new practices into your daily responsibilities, personally and professionally"(Breakenridge, 2012, pg. 2). Social Media is a way to take your business or corporation to new heights and levels.
References
Breakenridge, D. (2012). Social media and public
relations: eight new practices for the PR
professional. Upper
Saddle River, NJ: FT Press.
Blanchard, O. (2011). Social media ROI: managing and
measuring social media efforts in your
Toyota produces cares that customers can trust and love.
Toyota one of the leading global automotive companies in the world has let a
mistake hang out too long. Toyota’s products had been linked to 19 deaths
because of safety defects that were in their Toyota Prius. In 2010, Toyota faced a whirlwind because of
safety defects found in their products. “Yet, within months, it had to recall
over 8 million vehicles worldwide to address issues of “unintended
acceleration,” suspend production of some of its most popular models, testify
before Congress, and face the national limelight(Toyota | Reputation Management - Benenson Strategy Group", 2016). Toyota had to stop the sales of 8 models during this time frame.
Central to Toyota's problem is its
perceived delay in identifying and addressing the situation in the first place.
Whatever Toyota says now, and however well it acts, there is a sense that it
ignored the problem until it was forced to take action. Corporate denial
appears to have been the order of the day, with the company following the
advice of the Japanese proverb: "If it stinks, put a lid on it”(Hemus, 2010).
Could
this situation been avoided? Did Toyota know about this situation earlier. The
answer to both of those questions is yes. As a PR Practitioner’s view , this
could have been handled earlier on when this issue was discovered in the
incubation period. Toyota had wait till it literally “hit the fan” to address
the issue. During that time frame it had
lost the trust of their consumers which reflected in the loss of sales. If Toyota were upfront and apologized they
would have been able to bounce back from this faster. “ What they will not
accept is that you're not being transparent, because that then feeds thoughts
of willful deception and cover-ups.” (Newsweek,2010)The transparency factor took
quite a bit for Toyota to get to. If Toyota were to have responded faster it
would have reduced the grief they went through at this time. The recall cost
came to almost 5 billion dollars and the loss of 16% in sales in 2010.
Toyota
since then has made a recovery and is back to being the top producing automotive companies in the world. "Since the recall, Toyota has regained its position as the world’s best-selling car manufacturer, becoming the first to sell 10 million vehicles within a 12-month period."("Toyota | Reputation Management - Benenson Strategy Group", 2016) Toyota has emplaced a global crisis pr management team that alert and won't let things get lost in translation. Toyota is a global company, there is much that goes on in the company and they have put personnel in the needed places.
References/Suggested Reading
Hemus, J. (2010, February 9). Accelerating towards crisis: A PR view of Toyota's
recall ... Retrieved from https://www.theguardian.com/business/2010/feb/09/pr-view-toyota-reputation-management
I. (2011, September). The Toyota recall crisis: Media impact on Toyota’s ... Retrieved from http://www.instituteforpr.org/wp-
In any industry, there are multiple components to consider
and how does it fit in the world that we live in. In the art of public
relations, public relations have so many varieties in the line of work that it
could fall into. Public relations can be seen in the healthcare, tech, nonprofit,
governmental sector, and many more industries. Public Relations can be used in virtually
in any industry. This post will examine
the cultural and technological limitations that can be observed in public relations.
There has been an observance of what is permissible and what
will be reported on the internet and social media has shifted over time. As it
is seen through an ethical lens, what is allowed has shifted over time and has
been softened in what is allowed. What content may be blocked on social media
may have changed in just the last few years. This is reflected because more
things being accepted and society becomes more liberal as time goes on. This is
reflected in the change over the years in pop culture. As PR practitioners it
is important to use the PRSA’s Code of Ethics in how we conduct our work in the
technology realm of pr. Following the code of ethics as a PR practitioner protects
the work that they do if they are abiding by it. The Code of Ethics is the
baseline of our set limitations as PR practitioners. As our audience is
potential growing because of technology it is important that PR practitioners
are able to keep up with technology and the demand of their work. Public
relations practitioners are among the heaviest users of today’s communication
technology.
However, technology remains simply
a tool–albeit an important tool–that practitioners must manage. This means
public relations professionals must not be unduly constrained by technology in
developing their communication strategies, nor must practitioners’ strategies
and tactics be restricted by the technicians who develop and maintain
organizations’ communication technology infrastructures. ("The
Professional Bond: Communication Technology", 2013)
It is critical to understand the tool of technology and how
it can be utilized to the advantage of the PR practitioner.
Technology
can be utilized in managing business, websites, spreading the word about
events, and etc. SEO can drive more users and searches for your websites. “Business
websites allow for a PR platform that helps regain some of the control lost by
the immediacy of Internet communication.” (Frenz, 2016). Strategic
communication is key in pushing the boundaries of technology in public
relations. As technology continues to progress, PR practitioners need to make
sure they are keeping up.
As the world is changing so is technology changing very
rapidly.With the invention of phones becoming cell phones and computers becoming small and compact and even portable ( thank goodness for laptops). The internet developed from dial up to now testing how fast can we get wireless internet to be. Just the same Public Relations has been evolved of the course of time adapting to the changes of technology. This post will skip down Public Relations memory lane and analyze the evolution of PR.
PR has changed how it has produced and showcased it's work over the course of time. "The act of faxing out (or even mailing) news/press releases is just about as obsolete as taking pictures with a film camera. It’s an inefficient process that nobody uses anymore "(Mudd, 2013). PR practitioners are known for sending press releases to notify the media and press of events and/or an official statement from an organization, individual, event or situation. Amanda Miller Littlejohn, Founder of Mopwater Social Public Relation says, "While I don't believe the press release is dead, it has been transformed, to become this living, breathing thing. If a release doesn't have a social element — that is, a way for viewers to comment or share to their social networks — it doesn't have legs."(Swallow, 2010)Press releases no longer are being mailed out or faxed but will make more appearances in email form. Press releases are also being sent via social media which all together has been revolutionary and taken the world by storm.
During the past few years, we've witnessed a shift towards what some are calling the "social media release." Services like PitchEngine, PressLift, PRX Builder, and MindTouch are bringing the press release into the new millennium with embedded multimedia and easy distribution through various channels, including social media and e-mail.(Swallow, 2010)
Social media has been a mean of communications for pr practioner, their clients and the general public. It is a public format and forum here information can be communicated and seen on a platform. It is a great way to market and promote a event, client, company but it is important to be mindful what is put out there. “Social media does not replace traditional media…. traditional media is still very important, when paired with social media, it’s even more powerful.” (Dougherty, 2015) When issues arise, knowing how to diffuse and adequately use the skills of crisis management effectively. Ensure crisis communication plans are current and incorporate the best communication channels for reaching all audiences, from employees to media to consumers. Know your brand and be prepared to respond to your target audience when issues arise.(Linsey, 2012) Social media is connecting pr practitioners to one another and gives pr practitioner greater exposure to their target audience. It is important to know how to properly use the exposure of social media.
References
Dougherty, J. (2015, October 8). 6 Ways Social Media Has Changed Public Relations | Cision. Retrieved from
Public Relations Society of America(PRSA) which is the largest network group of Publics Relations professional in the country. There are chapters all across the United States of America. The members created the PRSA's Code of Ethics, which gave guidelines b what the professionals should lead their practice and conduct themselves in their services and counsel. “These values are the fundamental beliefs that
guide our behaviors and decision making process. We believe our professional
values are vital to the integrity of the profession as a whole” (Hayes,
Hendrix, & Kumar, 2012, p.414). The six professional values are Advocacy, Honest, Expertise, Independence, Loyalty and Fairness.
Under the PRSA's Code of Ethics, there is also the Code of provisions which outlines the items to be aware of and that takes precedence when doing your work as a PR professional. These code of provisions created are free flow of information, competition, disclosure of information,
safeguarding confidences, conflicts of interest, and enhancing the
profession.
These values are great business practices and the expectations that is instilled in public relations professional. If one were to follow the PRSA's Code of Ethics, then they will earn the trust of their clients and companies and create a great reputation for themselves.
My Personal Code of Ethics is how I live my life on the daily basis and it is seen in the way I conduct my life as a working professional and in my personal relationships. While I do admire the PRSA's Code of Ethics and I do personally think it is critical to possess for success, I added on my own personal code of ethics that I believe stream line incredibly well with the PRSA's Code of Ethics. My Code of Ethics contain being trustworthy, having discretion, effectively communicating, having boldness, honesty, and equal treatment. 1.) Being Trustworthy Gaining the trust from your clients and company is crucial to have a successful project or campaign. It is what can create future opportunities and create your reputation as a professional and build your relationships stronger in your personal life. 2.) Having Discretion It is important to be able to decipher what information needs to be disclosed to who or does it even need to be disclosed at all. This goes hand in hand with being trustworthy. This will create and build better relationships over the course of time.“Client trust requires appropriate protection of
confidential and private information” (Hayes, Hendrix, & Kumar, 2012, p.417). 3.)Effectively Communicating Communication is a core part of life not only in the public relations but in life as a whole. With my husband, family, friends and in my work life having effective communication is the key to successful relationships and is the connecting domino piece in making sure people are on the same page. 4.) Having Boldness Sometimes calling out what is right is not always easy. So being bold is essential in order to do what is right, even if it is not the popular choice. Jesus Christ carried this trait and it was evident because He did not care what others thought of him, just his Father's viewpoint. 5.) Honesty People want to be able to trust and believe in who you are. My relationship with my husband is built on honesty because if were weren't truthful with one another our relationship would crumble. Being Honest is applicable to all my relationships that I carry in my life.“So also honesty seem necessary for human
relations wherever they exist” (MacKinnon, 2015, p.155).
6.) Equal Treatment It is important to recognize that everyone comes from all different paths of life. It is important to understand people's experiences and show compassion to other people's backgrounds and situations. It is the beauty of America and why it is considered to be the melting pot of the world. References
Hayes, D., Hendrix, J., & Kumar, P. (2012).
Public Relations Cases. (9 Ed.) New York, NY:
Wadsworth-Cengage.
MacKinnon, B. (2015). Ethics: theory and
contemporary issues. (2nd edition) Wadsworth
