The PR Process
For this week, you will need to find your own current issue to include in your post. I encourage you to look for news at prsa.org or prweek.com or any other site that discusses issues related to the research, goals, implementation and evaluation phases of the PR process. The main objective is to provide your reaction to the readings for next week and include a link to a current issue or story.
Best,
Dr. Robinson
posted by prteacher @ 9/21/2007 01:17:00 PM
52 Comments:
In demonstrating the need for measuring impact Cutlip and Co. questions “what happens if I’m putting all this effort into stuff and nothing is really happening” (pg 376). I found that Julie Hood’s feature article in PRWeek, “Survival online will require investment in measurement,” added to the reading in Chapter 14 (Cutlip 2006).
As organizations raise their presence online, there is a growing need to redefine how practitioners measure results. Hood writes, “Soon, it won't be enough to generate buzz, build communities, or even drive traffic online. The challenge will be to motivate action, and PR will be held as accountable as other disciplines to make it happen.” She continues, “PR will only be able to take this trend [in online communications] so far if it, as a whole, continues to neglect the imperative to build measurement into every endeavor - meaningful metrics that relate to solid business objectives.”
I was happy to see that scenario planning was included in the readings because I find this to be a very useful tool in Public Affairs/Relations. However, I don’t think Cutlip et al. (2006) demonstrated its true value for our profession. Scenario planning, which Cutlip and Co. argues is most effective in preparing for crises and disasters, is more useful than that. It’s useful and essential for short- and long-term campaigns alike. It’s a proactive approach to help explain to management that one of a few outcomes is likely to occur and that the PR team is prepared for them all.
A great example for the use of scenario planning in Public Affairs is legislation. I worked for a healthcare client who sponsored a bill in the House of Representatives. We had two scenarios, the bill could be passed (SUCCESS!) or not. A competing organization (which we shared membership/publics) sponsored a slightly more aggressive bill in the House. This bill could pass or not. Because both bills served to help our shared publics, we had to plan how we would communicate our efforts (successful or not) and distinguish them to our public for each scenario. We designed communication strategies for each scenario, likely or not, allowing us to be fully prepared.
In the article Public relations and internal auditing - working together for a common goal , featured on PRSA's wesbite on September 17, 2007, Scott McCallum's writing collaborates very well with Cutlip et al.'s writings in Chapter 14 (Cutlip 2006).
The article discusses the benefits and necessity of internal auditing of organizations, which has numerous public relations implications. McCallum wrote, "Much like PR professionals, an organization’s top internal auditor, or chief audit executive (CAE), should report to executive management for assistance in establishing direction, support, and administrative interface," indicating an understanding of the importance of preparation for program evaluation and an effort to acquire an adequate amount of background information. It also stresses the importance of a healthy, open relationship between PR managers and the dominant coalition. An audit is really one huge program evaluation of an organization and its functions, so it only makes sense for internal audits to follow the same guidelines as general pr programs.
McCallum also commented that, "Good CAEs understand and think through threats to reputation, and rank them high on their risk assessment." Being this proactive is necessary to achieve success in public relations; environmental scanning and thorough research are the only way a program can be truly effective upon implementation. This thorough consideration utilized for predicting threats is also necessary to establish reasonable and attainable goals for the organization.
Overall, the message that I got from this article is that internal auditing has similar goals to public relations. The practitioner or auditor is taking a look at what is currently being done, evaluates it, and makes suggestions for improvement in specific areas that are problematic, all the while keeping in mind what is best for the organization and its affected publics. McCallum wrote, "The bigger the organization is, the more important it becomes to work proactively with all of your internal partners – especially internal auditing," and I couldn't agree more.
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Paul Lieber’s article, “‘Star Wars’ 30 years later: Rebranding ‘The Dark Side’” in the September issue of PR Tactics gives a humorous example of how important strategic planning is for an organization. Lieber attributes the Empire’s downfall to its lack of a public relations strategy, saying that just a “six-month retainer” could have saved “the universe from 30 years of galactic war” (2007). The dominant coalition – the Emperor and Darth Vader – failed to research and recognize that the Empire had a problem with its publics. Had the Empire done the necessary social environmental scanning and situation analysis, it would have realized that support for the Rebel Alliance and their attacks was growing across the Empire’s target planets.
The Empire neglected to use strategic planning to determine what forces, in this case The Force, will “hinder movement toward the goal,” which was peace under a new galactic regime (Cutlip et. al., 2006, p. 309, 9th Ed.). Lieber offers five tactics the Empire could have used to fix its image: name change to “The Alternative,” celebrity endorsements, strategic media placements, cross-branding, and investor relations (2007). The Empire could have also used crisis planning to help anticipate “the worst things that could possibly happen,” such as the destruction of a Death Star (2006, p. 326, 9th Ed.).
When implementing a communication plan, an organization needs to be willing to adopt corrective actions that “serve the mutual interests of an organization and its publics” (2006, p. 342, 9th Ed.). Instead, The Empire eliminated those publics that refused to comply with the plans. But as the Empire ultimately discovered, receivers are “selective users of information for their own purposes,” which can be opposite to the purposes of the organization (2006, p. 357, 9th Ed.). Finally, any implemented program should be evaluated on its “preparation, implementation, and impact” to determine its “contribution to positive social and cultural change” (2006, p. 367 & 380, 9th Ed.). A successful campaign would result in a decrease in support for the Rebels, a more positive perception of the Empire, and peace in the galaxy.
In this week, I would like to address the importance of theoretical backgrounds as they relate to designing campaign strategies and messages, especially for a media planning.
Oftentimes, campaign messages and strategies have been pursued simply because they appeared plausible, only to have fallen well short of expectations. Herein lies the importance of theoretical backgrounds for conducting a health campaigning. A pertinent example is a study that examined the necessity of carefully using “fear appeals” to achieve maximum effectiveness. According to Kim and her colleagues (1998), where fear appeals may are utilized to generate strong perceptions of efficacy to target audiences with strong fears, fear appeals can be powerful and convincing. Without effective solutions to solve given fears through campaigning messages, target audiences’ reactions must be rejecting the messages or trying to deny and underestimate the matters. Thus, even though references to certain theories and theoretical research do not appear beneficial to more practical activities, it is nonetheless necessary to implement health campaigns based on such theories.
In particular, for a media planning it is inevitable that we examine the effects of media and mass media. Proper media planning based on these examinations should be given high priority among other topics. In the case of advertising and journalism, proper usages of mass media are key points for success. By contrast, when designing and conducting health campaigns it is necessary to mix relevant and tactically complicated methods for increasing target audience awareness, self-efficacy and ultimately changing behaviors. Comparatively, public relations practitioners have to consider additionally significant factors including interpersonal communications and subjective social norms, etc. If public relations practitioners are overly optimistic or overestimate the impact of mass media when planning campaigns, achieving success will be very difficult. As research indicates, it is true that mass media are powerfully effective in attracting public attention and creating awareness on certain issues, and that utilizing its influence may have positive effects in the early stages of the campaign process. However, research also shows that attempts to rely on mass media prove highly ineffectual for purposes of changing public behavior. In these respects, understanding and discussing both the positive roles and limitations of media in health campaigning is vitally important. It is similarly crucial to examine the interactive effects between media message and interpersonal communication.
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Randi Schmelzer’s article in PR Week, “Wrigley exercises Extra tie-in to promote fitness,” briefly introduces Wrigley’s new campaign efforts. Wrigley’s new campaign challenges Americans to walk more and cut calories by chewing Extra sugar-free gum. “Wrigley's Walk and Chew Gum Challenge is a program to encourage Americans to make small, but long-lasting changes to their daily routine,” said Kelly McGrail, senior director of corporate relations of Wm. Wrigley Jr. Co. Two ways to do that, she explained, are by taking more steps and by chewing gum instead of munching on high-calorie snacks.
Here, Wrigley has set their goal—to get Americans to chew more gum and lose weight, as a result. The correlation between chewing gum and losing weight seems somewhat non-existent to an average American. However, Wrigley addresses this uncertainty by gaining the support of Molly Gee, a registered dietitian at Houston's Baylor College of Medicine. To further the efforts of Wriglely, Gee is one of the challenge's two media spokespeople. Undoubtedly, Wrigley (with the help of Gee) spent time and money on the most important step of the PR process—research. Obesity and weight loss are very salient issues in the United States. Therefore, Wrigley’s new solution for losing weight will definetely capture the interest of many Americans. The additional support and research from an expert will only further their campaign’s success. Providing supporting results from research will gain more support and credibility for their campaign.
To provide an additional get-fit incentive for participants, Wrigley's worked with Edelman - to integrate Extra gum throughout season four of The Biggest Loser. “Through the reality show's dieticians, trainers, and nutritionists, ‘Wrigley is showing viewers the benefits of chewing gum as a tool to reach their weight-management and healthy-lifestyle goals,’ said Jennifer Petterson, Edelman EVP and director of US consumer health.” Edelman also forged a partnership with The Biggest Loser season-three contestant - and Extra advocate - Marty Wolff to serve as another motivating voice and media spokesperson.
The media exposure to the campaign will guarantee that Wrigley’s message will be disseminated to a larger audience. This choice of implementation is a strategic one. However, research hopefully reveals that viewers of The Biggest Loser are concerned themselves about losing weight. Otherwise, Wrigley has failed at reaching their target groups. Wrigley also uses traditional media relations, advertising and outreach via digital and social networking. Potential participants of the challenge are directed to an interactive website, www.gumisgood.com/walkandchewgum. On the site, participants can track their progress over a 100-day period and can access information to help them achieve their personal weight-loss goals.
Wrigley hopes to have helped Americans collectively cut 10 million calories and walk 100,000 miles by the campaign's conclusion. How Wrigley will evaluate this is not mentioned in the article. I think it is very critical that Wrigley consider their research, measurements and evaluation methods if they truly want accurate results and feedback from their campaign efforts.
The link for the above mentioned article is: http://www.prweek.com/us/sectors/consumer/article/738293/Wrigley-exercises-Extra-tie-in-promote-fitness/.
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Southwest is famous for its Midwestern style of leadership. Traded under the NYSE symbol "LUV," it is a company that has prided itself in its management processes that include making the CEO spend a day in each employee's shoes. Anecdotally known as one of the most efficient airlines, Southwest is constantly trying to increase this efficiency. But what happens when efficiency clashes with your identity?
All it took was one person. They would creep up to the gate, then...chaos. Passengers would throw their carry-on bags over their shoulders and dart toward the desk. A line of frazzled passengers would form out of nowhere. Then you would wait. You would wait for more than 30 minutes before boarding even began.If you ever flew Southwest, you knew to get your coffee before getting to the gate, because there was no getting out of line.
Despite the chaos, many passengers liked Southwest's open seating. Even if you bought your ticket a few days before your flight, you could still get a window seat as long as you got your boarding pass early. This open seating is what has differentiated the airline from its competitors, but in June, the CEO alluded to a possible change in the policy. He opened the topic up for discussion on the company's blog and received more than 600 comments. Clearly, this many comments showed that customers felt strongly about the topic.
The blog discussion was one of the research tools utilized by the company when deciding how to proceed.Cutlip, Center, and Broom (2006) also discussed the potential for research using online sources. With the majority of Southwest customers purchasing tickets online, this would, logically, be the first place to go. Certainly this required a close partnership between the communication personnel and the dominant coalition, the topic's importance reiterated by Christina's article.
After this research, the company decided to use a modified system with numbered boarding passes. By
utilizing research and properly forming objectives before announcing the change, Southwest has formed a solid foundation for communicating the changes affecting passengers. They have posted about their decision and even answer posts that pose questions. There is even a FAQ page, tutorial, and video showing a pretest of the program and how it worked. Discussion (both positive and negative) continues on the blog. Truly this is an example of how a transparent company enacts each step of the public relations process. How would you complete the evaluation?
After my fight with blogger *see above* I learned that the problem was only in linking to Southwest's blog. It's called "Nuts About Southwest"...Google it.
Strategic thinking is a phrase that jumped out at me and captured my attention in this weeks reading. Though out time a countless number of clichés have been attached to the importance of “thinking ahead”. None more poignant than Dwight D. Eisenhower’s quote which, noted in the 12th chapter by Cutlip et al., says “The plan is nothing. Planning is everything” (p.309). I love that thought, and the idea of being prepared for anything. Cutlip et al. defines strategic thinking as “predicting or establishing a desired future goal state, determining what forces will help and hinder movement toward the goal, and formulating a plan for achieving the desired state“(p. 309). I’ve never practiced PR in a professional setting, but I can image how important that this process is to achieving excellence. I can be a bit of a control freak, so the idea of strategic thinking fits me well.
As this topic intrigued me I decided to search for more information as to the importance of planning in the professional public relations field. I came across the web site for Warschawski, www.warschawski.com,which is an award winning smaller “boutique” PR agency based in New York City. Under their “Operating Principles” page Warschawski has dedicated an entire link to defining how they are “strategically driven”. In this link the agency describes how important strategy is to them, “Warschawski conducts in-depth research to gain a keen understanding of a company’s industry, its target markets, and its business objectives before creating any public relations/marketing program.”
It is a total no brainer to understand the importance of planning in any field. Certainly in big time corporate America, where billions of dollars are on the line, strategic thinking is a critical step. Like Edward Robinson was quoted to say in Chapter 11, “The old ‘flying by the seat of the pants’ approach to solving public relations problems is over”(Cutlip p. 281). I was brought up in a family that plans and I have never been a fan of the tumbleweed hippie mentality. I believe that when I finally practice PR strategic planning will be my favorite part.
The four step PR process starts with situation analysis and goes through the intermediate steps of planning and implementation before it finally reaches the evaluation stage. I found a nice article on prweek about a campaign by SellaBand to enable free legal distribution of new music to fans ( SellaBand Campaign ). The campaign provides a good example of each step of the PR process. What I liked about the campaign is that they framed the message keeping in mind the needs of their target public; consumer focused campaign. Their choice of media was also in line with their target audience. And all through the campaign they stuck to the core message of the campaign. Although the methods they used for program evaluation follow into the “Implementation Criteria and Methods” as outlined by Cutlip et al. (pg 371) The campaign did not use any Impact evaluators which was equally important for the campaign.
After searching a lot of news articles on prweek to find the best fit for my post, I found something common in all the articles; an extensive use of “Research”. As Cutlip et al. put it “Research initiates, monitors and concludes the problem solving process. It is the essential ingredient that makes public relations a management function, as well as a managed function” (pg 383.) And when I looked back to my two years of work experience in my previous firm I could not agree more with them. My work required me to do environmental scanning, be aware of the media coverage, know about the history of our client, its organizational structure and a lot more.
As research plays such an important role in our daily activities as PR practitioners, I think one more consideration is the use of technology in research. Today, internet has become one of the most used researching tools in the industry and a default news source for millions. So I will close my post with another link that caught my interest and it is about Dynamic Communications ).
My issue is “ Taking Action and Communicating in the PR Process”. When we do PR, we research problems, make plan and program, communicate, and evaluate the problems. In the third process-communication, we often disregard “Action”. As Cutlip et al. said “Taking and communicating” should be a third step of PR process. (p. 338) Cutlip et al. Points that “public relations problems result from something done, not something said…. corrective action is necessary to eliminate the original source of the problem.”(p.339)
The news about “McDonald's comeback surprises experts” (Dave Carpenter, 2007 September 22, AP newswires, http://www.9news.com/money/article.aspx?storyid=77820) best describes this third step process. McDonald was in trouble worldwide because consumers regard it as a main cause of obesity and they hesitate to enter McDonald because of anti-American feelings. However, it gains its fame once more, and the sales rose not only U.S. but also Asia, Middle East, and Europe.
In responding these trouble situations, McDonald effectively mixed “action” and “communication” elements. Action components are something like these. First, it adds healthier food in menu such as salads, fruit and yogurt. Second, it does something for the animal welfare and nutritional practices. Third, it gives moms opportunity to visit its supplier facilities, restaurant kitchens. Fourth, it attaches nutritional information of food on packaging and Web site. Five, it renovates restaurants and stay open later.
Communications set off from these actions basis. If PR practitioners communicate with public only verbal way about merits of McDonald, it sounds like vain to people. However, PR accompanied with action has somewhat entity, and it can be more appealed to consumers. In some extent, making action and policy is within a management area. That’s why top PR practitioner of successful organizations participates in all-important decision-makings. When CEO, top management senior, and senior PR practitioner work together, organizations can easily find the problems and make proper action to survive.
Why do you need a PR person? A well trained dog who knows PR execution process and journalists very well?
While browsing some case news at prsa.org or prweek.com website for this week post, the four step-public relations process are keeping in my mind. That is definitely a good managerial thinking to beginning PR work. However, more and more news about hunting a new PR top manager or about contracting a new PR agency, for example IKEA hires Borkowski for global brand campaign, the question pops up whether we need a well managed model for PR work, or we need a well trained PR person for more than PR. It sounds no conflicts originally because we can say that is the reason that we are here to learn PR. NO, is anyone suitable to be a PR practitioner? Could a trained PR person who can apply PR process be successful in every case?
A story of my friends just happened last week. She was required to arrange a press conference for a Japanese high class supermarket. Based on her training, she followed the 4 process to arrange press conference. Unfortunately, a huge typhoon was arriving at that day of press conference. She suggested her boss cancel the press conference due to typhoon. Her boss resisted to hold the press conference in the storming weather because the boss already invited his VIP of the business partner on stage. The result was terrible as expectation such as no journalists coming, no coverage publishing the next day, and no any impact of the event. The four-step process cannot tell the unhappy result. While facing the power from her boss, the PR practitioner is expected as a manager or just a tool for executing event?
Going back to the news of new PR managers hunting or new PR agencies contracting, what do clients want? A well trained dog executed daily PR well especially gaining maximum publicity, or a famous PR agency can show successful cases of other clients in front of you? The crucial question still exists that changing PR agencies or hunting PR practitioners, clients are finding a tool or a relationship partner?
There have been a lot of PR process models coming in the past as well as in the future. Clients are finding persons instead of workable processes. But, how do we let clients know that sometimes they use PR persons like using PR process?
Not only existing market, but also movement for future market should be based on the precise analysis. As Cutlip and colleagues (2006) mention, detailed analyses of the internal and external factors in the problem situation provide practitioners with the information they need to assess organizational strengths and weakness and to identify the opportunities and threats in the external environment. This detailed analysis helps the practitioners understand present situation and have a plan toward future activities.
Two articles cited from PRSA; Is Google planning a "seismic shift" with its own cell phone? (http://www.prsa.org/supportfiles/news/viewNews.cfm?pNewsID=1228), and New social network sites target older users (http://www.prsa.org/supportfiles/news/viewNews.cfm?pNewsID=1236), demonstrates the importance of both 1 and 2 step, Cutlip and colleagues suggested.
Google is the one of giant internet companies. The search site is touched from many computer users in everyday. The site is considered as web gate. As the article said, the company made nearly $11 billion in 2007 from Web advertising. The data explain how the internet company has a great power in web-based environment. However, the company voluntarily makes the challenge to its market. The shift to mobile environment does not explicate whether it will be the gain or the loss. But the company did. The present market should reach to the limitation that the expansion market size keeps staggering. So, the company examines the shift of internet users, and then finds out the new market. The internet users face with mobile interface system. This would be the outcomes of other campaigns and actions. However, examining other plans and programs is the activity of defining my own present situation. So, the movement of the company is good trial based on appropriately defining present situation.
And second article provide us with the information that the silver are going to be a target of internet-based company. Until now, the silver have considered that they are not familiar with internet-based system. As the result of continuous campaign and education, the silver try to type keyboard, and log on the internet. According to the article, one of the silver on-line communities received $4.8 million in financing in August and is leaving its test stage this month. Actually, this is the result of past campaign and education, so it needs to evaluate the campaign and education. However, this outcome will be the object to social network companies. If the social network companies build good planning and programming to the silver, it will be a good chance to the companies. If not, the silver turn their back to companies.
I think defining problem and planning and programming are not separate from each other. Both are on the continuous continuum. Also both are the first step before taking action. Without reading direction to math problem, we can not solve the math problem. Like this, Defining problem and planning and programming are essential to take further steps. That is why it is important to do such activities.
After talking about Wal-Mart’s slogan and positioning change in class last week, I surfed the Web to find out more information about their change of heart and found this intriguing article from Fast Company magazine. Realizing that its supply, labor, and pricing practices will not sustain themselves much longer, Wal-Mart has hired Adam Werbach, former Sierra club president and environmentalist consultant, to create a sustainability plan for the behemoth retailer.
Werbach, had he attended UF, would have been the kind of student who marched on Turlington every day in protest of oil exploration, the killing of innocent dolphins, and the chopping down of eagles’ nests. In other words, he was very passionate and active in environmentalism circles. He became the youngest Sierra Club president at age 26 and helped revive the organization in just a few short years. But he wasn’t happy with the lack of progress environmental organizations in general were making, largely due to their refusal to work with “the enemy:” big business and industrial companies, and their loss of focus on the most important ingredient to saving the planet: human beings. He gave the environmental world a piece of his mind in December 2004 at a speech in San Francisco and promptly found himself out of a job and without any friends. However, the new VP for sustainability at Wal-Mart read Werbach’s speech and convinced Werbach to go over to “the dark side” (thanks for the priming Kaitlin!) and help Wal-mart create sustainable practices in the company.
The first step Werbach took was to refocus Wal-Mart’s attention to its publics. Cutlip et al. talk about the importance of defining a precise and accurate target public or publics as one of the first steps after defining your mission (Cutlip, Center, and Broom, 2006, p. 321). If you don’t know whose attitudes or behavior you want to change, your plan is doomed to failure. Werbach helped Wal-Mart realize that it needed to start with its 1.3 million employees when trying to turn around its image from a globe-wrecker into a green citizen. Not only are each of these 1.3 million people ambassadors of the company who must buy into the idea of sustainability if they are going to sincerely promote it, they are the perfect focus group for Wal-Mart to test out a pilot sustainability plan before rolling it out to its 127 million weekly customers.
This brings up another important point Cutlip et al. make: the importance of research, both formal and informal, in creating a communication plan (Ch. 11, 9th ed.). Werbach and Wal-mart are using an “evolutionary” mode of developing their sustainability plan by going into individual stores, introducing employees and managers to the idea of modifying or creating habits that will improve their own lives and the life of their community, and then handing over the reins and letting the employees come up with solutions. This method allows Werbach and the upper management to come up with an overall plan that fits Cutlip et al.’s description of the ideal plan:
1. An integrated program in which the total effort results in definite accomplishments toward specific goals,
2. Increased management participation and support
3. A program emphasis that is positive rather than defensive [psych students will remember that positive reinforcement is always more effective at changing behavior than negative reinforcement]
4. Careful deliberation on choice of themes, timing, and tactics.
(Cutlip et al. 2006, p. 311)
As Werbach says in the article, "Make executive directors [of environmental groups] go to a red state and try to explain environmentalism to the average American. If they don't have a plan to activate the values we share [with] the majority of Americans, then they need to move on." By explaining the general idea of sustainability and then letting individuals complete the action plan, Wal-mart is conducting research into its publics and their values, finding out what realistic goals and objectives are for the time being, setting those goals and objectives, and laying out a plan for achieving them – all at once. It is the cyclical ROPES process in action, and involves success at some stores (some employees have started their own community recycling programs or tobacco-quit support groups) and failure at others (some managers are completely ignoring the voluntary program). But Werbach is holding true to his own advice and to the planning process principles set forth in our textbooks, and whether or not you are a fan of Wal-Mart, their sincere efforts are something to applaud.
Link to the article: http://www.fastcompany.com/magazine/118/working-with-the-enemy.html
All the 4 steps in Public Relations process are important. They link to each other. In order to effectively carry out a PR program and achieve the desired goal, it should be orderly carry out the 4-step process. A good PR program starts with research. It provides fundamental information to the following steps. Then a strategic planning sets proper and feasible objectives, which guide the implementation process. And the last part- evaluation examines the results of the whole PR program. The final part is a quantification of the whole PR program. It embodies the value of PR.
Public Relations management can be useful not only in response to a problem or opportunity, but also in anticipation of crises. In the article “PR Technique: Thinking ahead pays off during turmoil ”(the link provided below), it stresses the significance of a strategic planning before crisis breaks out. In Chapter 12, it also describes the importance of “forecasting the range of possible future states”(Cutlip 2006). The organization should have a well-developed system to deal with the crises before they really happen. There is “no shortage of looming threats” according to Michael Claes, MD of the corporate practice at Burson-Marsteller. An organization should well prepare for any possible threats or crises beforehand. In order to develop a strategic plan to handle contingency, the PR department should have a throughout understanding of environments.
Although it is not a current issue, the anticipation and preparation for any contingency also involve the typical PR process. Firstly, the PR department should analyze environments to see any possible threats. It is based on research. The past issues of the companies or the crisis happened in other organizations can help PR department identify and predict possible crises. Then, a plan and an information center provide a guideline to handle these future crises (Cutlip 2006, p325-329). Although it is hard to evaluate the actual result of these pre-done efforts, it will be pay off when crises arise.
The link for the article “PR Technique: Thinking ahead pays off during turmoil” http://find.galegroup.com.lp.hscl.ufl.edu/itx/infomark.do?action=interpret&type=retrieve&searchType=AdvancedSearchForm&docId=A167503338&prodId=ITOF&version=1.0&userGroupName=gain40375_z3950&finalAuth=true
NASA has announced this year challenge for undergraduate and graduate students—“NASA Means Business Competition 2008.” NASA wants more creative ideas emerging to its spaceflight promotion plan which is called a strategy and Internet-centered implantation tools by which to effectively increase the number of people who recognize the Nation’s investment in spaceflight as a valuable source of research and commercial opportunity (NASA, 2007). The winner of this competition will have the chance to achieve cash and tour to Johnson Space Center in Houston and Kennedy Space Center in Florida. I think it is a good opportunity for students to explore this mysterious and respectful company.
The reason I point out this competition is that I saw a blog talking about “Can You Write a Better Slogan for NASA? (Weird Magazine)” I was thinking whether if NASA has noticed its new re-branding action does not have a good effect toward its public and investors. Therefore, they would like to take this chance to recruit the best team to help them promote themselves and catch more attention from the investors.
On the other hand, there was a thought pumping out when I tried to figure out the strategy NASA exerts, that is “re-branding.” It is a process by which a product or service developed with on brand or company or product line affiliation is marketed or distributed with a different identity. It includes changing brand’s logo (like Wal-Mart’s), brand name, image, marketing strategy and advertising themes, but always resulting in repositioning the brand/company. However, re-branding is so easy to fail because company lack of true changes. People will look at your new look and also expect your changes. If company wears the new outfit but still act the same way, people will not buy the bill. What’s more, company should integrate their inner resource to dress up new. If NASA tries to change their image to publics to attract more investors or publics to keep concerning on exploring the future (but I agree with the author, it is still an old saying.), are they just like other companies really trying to re-create a new image and faith to the publics? We need to think about it!
When one is moving to the second step of public relations process---planning and programming, anticipating disasters and crises can not be ignored. Because crisis is “the unexpected nature of events that creates a crisis situation” (Cutlip et al. 2000), if one cannot handle crises correctly, its reputation, relationships, credibility will largely be damaged.
Mark Magnier’s report, “China struggles to polish its image”, (http://www.latimes.com/news/nationworld/world/la-fg-crisis14sep14,1,6326242.story?coll=la-headlines-world&ctrack=1&cset=true)on Los Angeles Times on September 14, 2007, clearly contrasts the two different Chinese government’s responses to crisis. According to the report, decades of years ago, when facing with “tainted pet food, unsafe toys and slave labor scandals”, a government’s first instinct is deny, then finding a scapegoat and blaming the media are the weapons they deal with crisis. These methods are likely to result in the perception of dishonesty which creates lots of other troubles. This long-standing Chinese response to crisis left a bad impression to the world. Recently, Chinese officials pay more attention to public relations and begin to consult with public relations advisors on how to improve image. When confronting with the crisis, the officials will obey the rules as follows: “Admit mistakes, accept responsibility, minimize cover-ups and outline a concrete response”. Additionally, they realize the importance of open information, just like Wang Guoqing’s words: “It has been repeatedly proved 'information blockage' is like walking into a dead end”. In crisis, if one do not open the information and tell the truth, publics are likely to turn to other sources and seek gap in the issue, consequently, the guess and the rumor come into being, the organization maybe loss control of its publics’ attitudes. Hence, be honesty plays a pivotal role in overcoming crisis.
Claudia Reinhardt(1987) in “Workshop: How to Handle a Crisis” pointed out that “have someone on call 24 hours a day” is what public relations practitioners should do in handling a crisis. This is a good way to increase the communication between organization and publics, for example, when Carrefour China confronted with bribery scandal, it established a 24-hour complaint hotline quickly, which is a convenient channel for publics to communicate with organization.
Don’t be scared by crisis, although it cannot be predicted, it can be handled gradually if one takes it into consideration in planning and programming step.
As many people are concerning about their health and environments surrounding them, healthier drinks have became a hot issue on healthy foods. Not only fast food companies but also drinking industries are struggling with this controversy topic which affects the bottom line of the company. Now, schools are participating in providing students with healthy environments, by banning the sale of sodas on campus (http://money.cnn.com/2007/09/17/news/companies/bc.schools.softdrinks.ap/index.htm). PepsiCo., the No. 2 beverage company after Coca-Cola, is trying to change the corporate image, equipped with both corporate social responsibility activities and the sales of healthier drinks.
PepiCo. is introducing a group of new products, including G2, a Gatorade with half the calories of the normal variety Gatorade. These new products will be representatives of healthy drinks of PepsiCo. The slowdown, coupled with the acquisition of “vitaminwater” maker by Coca-Cola, has led investors to question Gatorade’s future prospects. The company is anticipating that the newly launched products will increase the company’s profits from the competition of soda industries, by positioning as healthy drinks. “G2” also has a role as an accelerator to boost sales growth of Gatorade, by using an analogous name (http://money.cnn.com/2007/09/07/news/companies/pepsi_newproducts/index.htm).
PepiCo’s new product launching campaign has just taken the third step of RACE model after planning strategies and research. However, I wonder whether they might consider any barriers and stereotypes when they decided the name of new products. People may have their own impressions and stereotypes about everything that touches their consciousness (Cultip et. al., 2006). In my personal opinion, it looks very hard for the new products to fulfill two different functions of both increasing sales of Gatorade and positioning as a healthy drink because the traditional drinks, “Gatorade”, inhibit the new name from connecting with healthy drinks. We should be sensitive to word choice in order to deliver its message clearly without causing any message conflicts (Cultip et. al., 2006).
P.S. Please kindly understand that the hyperlink doesn't work at this blog.
As many people are concerning about their health and environments surrounding them, healthier drinks have became a hot issue on healthy foods. Not only fast food companies but also drinking industries are struggling with this controversy topic which affects the bottom line of the company. Now, schools are participating in providing students with healthy environments, by banning the sale of sodas on campus (http://money.cnn.com/2007/09/17/news/companies/bc.schools.softdrinks.ap/index.htm). PepsiCo., the No. 2 beverage company after Coca-Cola, is trying to change the corporate image, equipped with both corporate social responsibility activities and the sales of healthier drinks.
PepiCo. is introducing a group of new products, including G2, a Gatorade with half the calories of the normal variety Gatorade. These new products will be representatives of healthy drinks of PepsiCo. The slowdown, coupled with the acquisition of “vitaminwater” maker by Coca-Cola, has led investors to question Gatorade’s future prospects. The company is anticipating that the newly launched products will increase the company’s profits from the competition of soda industries, by positioning as healthy drinks. “G2” also has a role as an accelerator to boost sales growth of Gatorade, by using an analogous name (http://money.cnn.com/2007/09/07/news/companies/pepsi_newproducts/index.htm).
PepiCo’s new product launching campaign has just taken the third step of RACE model after planning strategies and research. However, I wonder whether they might consider any barriers and stereotypes when they decided the name of new products. People may have their own impressions and stereotypes about everything that touches their consciousness (Cultip et. al., 2006). In my personal opinion, it looks very hard for the new products to fulfill two different functions of both increasing sales of Gatorade and positioning as a healthy drink because the traditional drinks, “Gatorade”, inhibit the new name from connecting with healthy drinks. We should be sensitive to word choice in order to deliver its message clearly without causing any message conflicts (Cultip et. al., 2006).
P.S. Please kindly understand that the hyperlink doesn't work at this blog.
agree with Christina's assessment of the article, Public Relations and Internal Auditing- Working Together for a Common Goal, featured on September 17, 2007 on PRSA's website. This article, indeed, attributes to the readings featured Cutlip et al. in Chapters 11 -14.
The article proves the notion that internal auditing and Public Relations seem to go hand in hand. The role of an auditor is similar to that of a public relations practitioner. Their duties both include evaluation as a key to improvement for their organizations. It is the duty of both to evaluate, plan, and suggest a course of action for their respective organization. All in all, the ultimate goal is to conform to strategic thinking and have in mind the interest of the organization and the involved publics.
It is interesting to me how closely related internal auditing and public relations really are. Wikipedia defines internal auditing as "a profession and activity involved in advising organizations regarding how to better achieve their objectives. Internal auditing involves the utilization of a systematic methodology for analyzing business processes or organizational problems and recommending solutions (http://en.wikipedia.org/wiki/Internal_Audit)." When looking at this definition from a Public Relations perspective, one can easily describe the job duties of a PR practitioner in the same context.
The article mentioned above describes the the job functions of internal auditing and its importance to an organization. Public Relations is also a much needed part of any successful organization. The single commonality these two occupations share is strategic thinking. Cutlip et al. stated that strategic thinking is “predicting or establishing a desired future goal state, determining what forces will help and hinder movement toward the goal, and formulating a plan for achieving the desired state“(p. 309) This description pulls both professions together as well. It is clear to me that PR and internal auditing are working towards a common goal, and the ways and means by which they are getting there are suprisingly the same. However, One is for the betterment of the inside and one works to better the outside of an organization.
This week, the US leading newspaper announced the termination of its online news service of TimesSelect, which launched in 2005. The decision set a landmark of newspaper industry that reflected a significant strategy change of Times Co., and thus I want to examine the issue with PR process addressed in this week’s reading.
With the burgeoning development of the Internet that makes flow of information free from boundary limitation, more and more information-related industries put great emphasis on online service and regarded it as a future business niche. However, NYTimes’ termination of its paid online service revealed the necessity of responding to what consumers really do and need. Only run for two years, TimesSelect ended with NYTimes’ finding that “the reading habits of readers have shifted from directly visiting the website to searching through Internet.” Indicated in the article So Long, TimesSelect; Hello, “Indirect Readers” by Rick Edmonds, “immediately the Times can expect more visitors to its site and longer visit,” which might increase internet advertising revenue for the newspaper. In its letter to readers, NYTimes completely explained the reason of termination of TimesSelect and built a thorough list of Q&A answering possible questions that different type of subscribers may have. Though it seemed risky for NYTimes to bet subscription revenue on advertising gains, I gave high apprise to the newspaper’s fully practicing the thorough management process: defining the problem and opportunity of the changing searching habit of readers, establishing a new strategic position of the newspaper, and then conducted a sophisticated communication plan with readers and expressed its commitment to best services.
Understanding the four steps of PR process is a perhaps the most basic knowledge and skills one must have in order to successfully create a public relations campaign. Throughout my undergrad years, I’ve followed these steps to create hypothetical situations and scenarios that targeted a certain issue for an organization or a person. Similar to the other acronyms such as ROPES in PR, I find these four steps essential and most importantly necessary for every PR practitioners, although it is not the easiest thing to follow step by step process in the real world when it comes to PR, as we often discuss in class. But it provides a general starting and check points to what we do.
I found http://www.prweek.com/us/news/article/738293/Wrigley-exercises-Extra-tie-in-promote-fitness/ on PRweek Web site and I realized that for campaigns like these to start, there must have been an extensive research after stating the public relations problem, which in this case is the growing trend in health-consciousness and people wanting to lose more weight and staying fit. This article motivates its publics to walk more and chew gum instead of snacking on high-calorie items to promote health and weight loss. It also gives people a chance to track how they are doing online and they provide a Web address for it. I think this is a good implementation of their campaign, making it accessible to the public and having publics relate to an actual person in the high-attraction TV shows such as NBC’s “Biggest Loser.” I feel that it’s a good idea that this campaign was launched in connection with such a program on TV because it allows the viewers to extend their interest as well as gaining new audience.
Once the campaign is finished, I feel that Wrigley must conduct an evaluative stage to their research to see how well they did. Yes, they can probably go and see how many participants they had in the campaign itself through the Web site and the records of people actually utilizing their tips to lose weight. But I think it’s also important for Wrigley to really look into the impact of this campaign. How has people’s perception changed since this campaign was launched? Did it really help people’s attitude change? What did the brand name’s association with this campaign result in? Higher profit? Better acknowledgements and comments from its customers? All of that must be considered. I feel that evaluation step of the process is sometimes often overlooked, because most PR practitioners are swamped with so many steps and strategies during research and implementation that they often overlook the last step, which will prove that what they did actually made an impact and resulted in more than a simple number. We all know, by now, that research is one of the most important parts of PR but I think we also need to realize that we learn how to evaluate in order to successfully complete a project. Evaluation will help planning with future projects and it will give us a chance to reflect upon what we did right and wrong. And often times, many campaigns, promotion and projects don’t end right there and then. Many previous projects can be used again in the future and re-done for different reasons. This is why we must continue to evaluate and re-question what it is that we did before.
Through the studying, I think that example what Walter Barlow pointed is very interesting. I agree with his point. (Cutlip, et al.. 2000, p.345) Corporations can not always listen to our analysis and plan. Therefore, presenting the result of researches is a persuasive way to talk.
PR process illustration is a feature which helps us understand how to start and finish a program. (Cutlip, et al., 2000, p. 341) Every step of PR process is important and they could be several circles to operate. We make strategic thinking and target the publics to implement the program. As the article
"Effort Seeks to implement social Web 'bill of rights'" I found in PR Week presented, I find that although sometimes we do researches and have a good plan for programs, it’s still not easy to seek implement. In the other hand, sometimes we will feel very hard to execute programs if the organization insists to execute the program which is not match the result of researches.
When we plan a program, it’s fun to design the tactics and tools to promote programs. However, we have to choose target and clarify the main point carefully because they would influence the result a lot. In some cases, practitioners just proceed to the third step without evaluation. I think they lose the chance to check or improve their programs in the future. Fortunately, more and more companies know the importance of evaluation. Katherine Delahaye Paine, a founder of a public relations measurement firm, says that the percentage of the PR budget to evaluate is increasing from 1 percent to 5 percent. (Wilcox, D. L., 2003, p.193)
The evaluation is developed into two kinds: short-term and continuing evaluation. If the case is belong long-term campaign, it’s suitable to use continuing evaluation which has more feedback and track. (Tom Watson, p.259) For example,
‘the power of two’ is the campaign I am attractive with. It’s a campaign which is hold by Red Cross and PRSA. This case is a long-term campaign, so it should use continuing evaluation model to evaluate the effects of this program. Besides, I am happy seeing that the PR professional and non-profit organization cooperate so well. It’s the mission statement of PRSA for this campaign: “The Power of Two training session is a not only a great way to learn about the Red Cross, it's also an opportunity to get involved in your community and to further assist the Red Cross in their mission. This session is just a stepping stone to the next level of crisis training offered by the Red Cross, which would benefit any public relations professional. Our members left this session with a renewed commitment to community and an eagerness to lend their services to the Red Cross in times of crisis.”
Experts in marketing, public relations, and other fields have discussed the utilities of the online media. Now, the internet users are making online media more influencial by creating issues and setting the agenda. “Bill of Rights for Users of the Social Web”, the movement aroused by some of influencial bloggers to make users aware of online privacy problems, shows the online version of word-of-mouth effect. Although the issue starts from Myspace and Facebook, it can be latent risk of big portal websites that contain networking information. For the website, the post of the bloggers is not a ‘trivial’ opinion; it can be a catalyzer to stir up public opinions. And at this point, I can see the important role of a public relations specialist as an issue catcher and an issue manager.
Detecting issues, it should be one of the significant reasons why research and evalution steps are so important among many steps of public relations management process. “Formative research provides the information necessary for comparing summative research findings with conditions at the beginning of the program and for making midcourse corrections (Cutlip et al., 2006)”. Not only that, it makes organizaitons possible to anticipate unexpected outcomes, thus, gives the organizations time to prepare for the coherent and immediate action when they face crisis. In the case of “Bill of Rights for Users of the Social Web” movement, it can be translated for large size websites such as Google and Yahoo to a chace to take the matters related to the users’ profiles into serious consideration. Through the research process, they earn time to prepare expecting scenarios, establish crisis management manuals, and make actual changes on their systems.
At the evaluation level, organizations take a useful hint by analyzing the succeed and the failure of the project; they can see more vivid pictures of invisible issues after that process. Weiss said that “the sins of the program are often visited on the evaluation (1973)”, although it is hard to expect highly valuable information after things are all finished.
In that public relations practitioners reacts sensitively to what is on the public’s mind before certain actions actually occur, detecting potential issues contributes to increase organizations’ proactivity and interactivity. It is not that research and evaluation process represent the whole communication planning, however, they could show organizations critical but hidden signs around their environment.
In this week I want to talk about the final step in the four-step process of public relations, evaluation through Michael Bush’s article “Latest toy recall spurs TIA outreach initiative” (http://www.prweek.com/us/search/article/736876/Latest-toy-recall-spurs-TIA-outreach-initiative/)
The article is about Mattel’s most recent recall. When people initiated some problems about Mattel’s products, the company Mattel did not cope with them immediately and effectively. That made the problems more serious and Mattel was blamed very strictly. However, Mattel recognized their faults and took great efforts of toy recalls, which involved Barbie toys made in China. Mattel’s reputation was considerably recovered in terms of such a great efforts. Although what I mention by now may be more associated with crisis management, it was because of interpreting and using results of evaluation that Mattel was able to cope with the serious crisis effectively. To be frank with you, I think formative research is much more important than summative research. However, as I study Mattel’s case, I can recognize summative research is as important as formative research. As the author Scott M. Cutlip mentioned, “The ultimate summative evaluation of programs and the practice of public relations is their contribution to positive social and cultural change.”
What was interested was that another several toy companies in Europe such as Lego and Playmobil suddenly added new public relations strategy after a lot of presses addressed the serious problems of the toys made in China and many people were worried about the problems. European companies have emphasized the point “Made in Europe” through the media such as Internet, newspapers, and TV news since Mattel had difficulty in selling toys made in China. This illustrates that similar kinds of companies are also being paid their attentions to the environmental changes and have conducted evaluating programs in order to cope with crises immediately.
What we need to notice is that Mattel’s vice president Debrowski apologized to China government and Chinese people for excessive toy recalls. He promised Mattel would take the full responsibility of toy recalls and admitted that problem happened because Mattel had designed awkwardly. This decision of Mattel considering the evaluation process is because Mattel wants to maintain good relationships with China which has been a huge market.
I can make sure the importance of evaluation while reading articles about toy recalls of Mattel and several companies’ reactions. Especially, researches are necessary in conducting public relations activities. Also, the responsible attitudes and behaviors of organizations accompanying complete evaluations help establish and maintain good relationships with publics. PR practitioners should use evaluations adequately and pay their attentions to the environments and societies in order to cope with sudden crises.
In struggling to find something to relate to the readings without stepping on toes, I decided to simple do a Google search for public relations. I was directed to an article in the Dothan Eagle out of Alabama, "Is new PR job really necessary?". Found in the opinion section, there is no author listed so credibility is at bay, but here is an example of how one member of the general public views our future profession.
The need for research before addressing a public relations problem is imperative. Yet this author believes it was not done or in the very least, was not done adequately: "This is an unnecessary and costly move, prompted by anecdotal “evidence” that was apparently never explored." The Dothan City Commission felt that residents needed to be more informed on the city government's current projects. Yet this reader argues that "there will always be residents who won't know what's going on" so why bother? Not only is a community relations/public relations campaign being contested, but the entire position of Community Relations Specialist is, too.
Cutlip, Center, and Broom (2006) acknowledge the importance of research in strategic planning: "...practitioners often say they do not do more research because they lack funds and have too little time" (p. 284). Yet here the city of Dothan has allotted between $40,000 and $60,000 for this new position as well as raising the pay of the Public Information Officer who will supervise this new position. Clearly the city has the money to spend on this important task and yet the author does not think it is appropriate. He cautions readers that while PR practitioners are often viewed as trying to get the word out, "they are often focused on doing so in a way that puts their employers in the best possible light."
I see both sides of this story. In one hand, I appreciate the City Commission's attempt to keep the public more informed. On the other, I feel as though, according to Cutlip et al.'s definition, the City of Dothan did not do an adequate job of defining this as a PR problem. Cutlip et al. note that "public relations effort... necessarily reverts into “firefighting” rather than “fire prevention”" (p. 287). If the City of Dothan had been more open and forward with residents from day one, there would be no need for an additional $50,000+ for a new position.
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