Principled PR Lecture Notes PDF

Principled PR A foundation for application Importance of Principled PR Management Principled PR Management: Crucial for avoiding reliance on spin and damage control. Spin Defined: Disingenuous strategic communication that skews interpretation or presentation of information. Risks of Spin: Can lead...

Principled PR A foundation for application Importance of Principled PR Management Principled PR Management: Crucial for avoiding reliance on spin and damage control. Spin Defined: Disingenuous strategic communication that skews interpretation or presentation of information. Risks of Spin: Can lead to long- term damage if not backed by authentic actions. In the real world: Volkswagen "Dieselgate" Case Study Volkswagen’s Marketing: Promoted diesel vehicles as environmentally friendly, emphasizing low emissions and fuel efficiency. "Clean Diesel" Branding: Positioned VW as a leader in eco-friendly automotive technology. Cheating Emissions Tests: Software detected when vehicles were undergoing tests, activated emissions controls only during testing. Reality of Emissions: Cars emitted pollutants far exceeding legal limits —up to 40 times higher under normal driving conditions. Outcome of Deception: Legal penalties, billions in fines, criminal charges against executives, and severe reputational damage. Lesson Learned: A prime example of corporate greenwashing, where public image was revealed to be fraudulent. The Dangers of Spin Reflection on Spin: If spin and damage control are necessary, it’s a sign of deeper issues. Proactive Approach: Focus on ethical and principled practices to avoid future crises. Authenticity in PR Authenticity Defined: The degree to which communication is reliable, accurate, and true to the organization’s character. Arthur Page’s Innovation: Longtime VP of AT&T, known for pioneering principled PR management practices. Principled Practices: Still relevant today for ensuring ethical and effective PR management. Arthur Page’s Principles Tell the Truth: Always communicate honestly with your audience. Prove It with Action: Back up your words with concrete, meaningful actions. Listen to the Customer: Genuinely consider and respond to the needs of your audience. Manage for Tomorrow: Focus on long-term planning and sustainable success. Conduct PR as if the Whole Company Depends on It: PR should be integral to the company’s strategy. Remain Calm, Patient, and Good-Humored: Essential for maintaining credibility in challenging situations. True Character is Expressed by Its People: The actions and behavior of employees reflect the company’s values. Back again: The 90-10 Rule in PR The 90-10 Rule: 90% of good PR is determined by what an organization does, while 10% is determined by what they say. Publicity: Important, but only effective when it follows genuine, principled action. A good example of the 90-10 Rule: Johnson & Johnson Tylenol Crisis Crisis Overview: In 1982, several people died after taking Tylenol capsules laced with cyanide. Proactive Response: Johnson & Johnson prioritized public safety over profits, recalling 31 million bottles. Tamper-Evident Packaging: Introduced to restore consumer confidence. Transparent Communication: Regular updates and close collaboration with the media. Outcome: Regained public trust, strengthened brand reputation, Tylenol recovered its market position. Lesson in PR: A perfect example of the 90-10 rule in action —actions first, followed by effective communication. Failure to use 90-10 Rule: BP Deepwater Horizon Oil Spill Crisis Overview: In April 2010, an explosion on BP’s Deepwater Horizon oil rig caused a massive oil spill in the Gulf of Mexico. Failure to Act: BP’s cost-cutting measures, ignored safety warnings, and slow response contributed to the disaster. Poor Communication: Downplayed the severity of the spill, PR blunders, and insensitive remarks by the CEO. Outcome: Severe reputational damage, widespread public outrage, and over $60 billion in penalties. Missed Opportunity: Had BP followed the 90-10 rule, the outcome might have been less damaging. Instead, their response became a textbook case of what not to do in a crisis. Listening and Two-Way Communication in PR Listening in PR: Involves processing feedback and genuinely considering the audience’s input. Two-Way Communication: Both parties send and receive information, essential for effective public relations. Modern PR: Evolved dramatically due to technology and changing audience expectations. How Two-Way Communication is Changing Social Media: Allows real-time interaction, making organizations more accessible and accountable. Public voices are louder, influencing brand perception. Advanced Tools: Analytics and social listening software enable proactive monitoring of public sentiment, helping organizations respond before issues escalate. Personalization: Data-driven targeting allows tailored messaging, making communication more relevant and demonstrating that organizations are truly listening.  How Two-Way Communication is Changing Transparency and Accountability: Audiences now expect more transparency. Quick, honest responses are crucial, especially in crisis management, to maintain trust. Community Building: Engaging with audiences as part of a community fosters trust and loyalty, with user-generated content playing a key role. Global Reach: With a global audience, organizations must engage across time zones and cultures, ensuring communication is sensitive and responsive 24/7. Returning to Authenticity: Let’s talk about social media influencers Influencers Defined: Social media users who have earned credibility with specific publics and can be instrumental in strategic communication programs. Charli D'Amelio Example: Gained widespread fame on TikTok with over 150 million followers. Expanded her influence beyond TikTok into Instagram, YouTube, and other platforms.  Charli D'Amelio brand collaborations Dunkin': Launched a signature drink called "The Charli," leading to additional promotions. Hollister: Face of the #MoreHappyDenimDance campaign and launched a clothing line. Morphe: Collaborated on a makeup line aimed at younger audiences. Pura Vida: Partnered to create a bracelet collection. Takis: Promoted the brand’s spicy snacks. Procter & Gamble: Involved in the "Stay Smiling" campaign for Crest and Oral-B. Influencers with Social/Political Sway Greta Thunberg: Swedish environmental activist, founder of the "Fridays for Future" movement, and a key figure in global climate policy discussions. Hasan Piker: Political commentator on Twitch and YouTube, known for dissecting complex political topics in an accessible manner. AOC (Alexandria Ocasio-Cortez): U.S. Congresswoman who engages directly with constituents through social media, advocating for progressive causes. Lilly Singh: YouTube personality advocating for gender equality, mental health, and LGBTQ+ rights, using her platform to discuss social issues. Jamila Jamil: Actress and activist promoting body positivity, mental health awareness, and feminist causes through social media. Founder of the "I Weigh" movement. Benefits of Transparency in PR Transparency Defined: Deliberate attempt to make available all legally reasonable information to enhance the public's reasoning ability. Importance of Transparency: Builds trust and prevents fear, apprehension, dislike, and distrust. Are there times transparency could cause more harm than good? National Security: Information that could threaten a country’s safety. Public Safety: Ongoing criminal investigations or emergencies. Privacy Protection: Sensitive personal information. Corporate Confidentiality: Trade secrets or pending deals. Diplomatic Relations: International negotiations or conflicts. Government vs. Private Organizations in Transparency Government Transparency: Governed by laws like the Freedom of Information Act (FOIA), requiring certain types of information to be disclosed to the public. Private Organizations: Not generally subject to the same public records laws, often driven by business interests, regulatory requirements, or shareholder obligations. Legal Processes: Civil and criminal legal processes can compel organizations to reveal information that might otherwise be kept private. Whistleblowers and Public Scrutiny: Play a critical role in forcing transparency, exposing unethical, illegal, or unsafe practices within organizations. Managing for Tomorrow Proactive PR Management: Anticipatory, change-oriented, and self- initiated to improve the organization’s environment and future. Building Goodwill: Avoiding business practices that lead to bad public perceptions, anticipating public responses to decisions with negative consequences. Long-Term Success: PR decisions should be part of the overall company strategy, guiding operations and shaping how actions will be perceived. Remaining Calm, Patient, and Good-Humored Importance of Composure: Essential for maintaining credibility, especially in crisis situations. Handling Online Feedback: Strategies include managing Google reviews, disabling comments when necessary, and balancing transparency with the need to limit unhinged critics. Final Thoughts Key Takeaways: Importance of authenticity, transparency, and proactive management in PR. Actions Speak Louder Than Words: Aligning actions with messaging is crucial for effective public relations. Application in PR: Apply these lessons in real-world scenarios to build and maintain public trust.