Principled Public Relations Lecture PDF

Principled public relations management is important because organizations that are not principled in their approach end up using spin and damage control Spin is disingenuous strategic communication involving skewed interpretation or presentation of information Real world example of spin as damage...

Principled public relations management is important because organizations that are not principled in their approach end up using spin and damage control Spin is disingenuous strategic communication involving skewed interpretation or presentation of information Real world example of spin as damage control: In the early 2010s, Volkswagen launched an extensive marketing campaign promoting its diesel vehicles as environmentally friendly, emphasizing their low emissions and fuel efficiency. The company branded these cars as \"clean diesel,\" suggesting they were a greener alternative to traditional gasoline-powered vehicles. This narrative positioned Volkswagen as a leader in eco-friendly automotive technology, appealing to consumers concerned about their environmental impact. However, it was later uncovered that Volkswagen had been cheating emissions tests. The company installed sophisticated software in their diesel engines that could detect when the vehicle was undergoing emissions testing. During these tests, the software would activate emissions controls, ensuring the car met regulatory standards. Once the vehicle was back on the road, the software would deactivate these controls, causing the car to emit pollutants at levels far exceeding legal limits---sometimes by as much as 40 times. This practice, designed to deceive regulators and the public, allowed Volkswagen to sell cars that appeared environmentally friendly while actually contributing significantly to air pollution. The scandal, dubbed \"Dieselgate,\" was exposed in 2015, leading to widespread outrage, substantial legal penalties, and severe damage to Volkswagen\'s reputation. The company faced billions of dollars in fines and settlements, along with criminal charges against several executives. \"Dieselgate\" remains a prominent example of corporate greenwashing, where a company\'s public image of environmental responsibility was revealed to be largely fraudulent. Ultimately, if you're in a place where you're being forced to use spin and do damage control, it's not good and it's important to try to learn what you could proactively do in the future to avoid this happening again. What does authenticity look like? Authenticity is the degree to which one communicates reliably, accurately and true to his or her own character and the character of the organization that he or she represents. Arthur Page, longtime VP of AT&T, is widely recognized for his innovation in managing public relations communications. He emphasizes principled practices that still apply today. Tell the truth. Prove it with action. Listen to the customer. Manage for tomorrow. Conduct public relations as if the whole company depends on it. Remain calm, patient, and good-humored. Realize the company's true character is expressed by its possible. In the modern era, one example of gaining credibility with organizational messaging is through social media influencers. Influencers are social media users who have earned credibility with specific publics and who can be instrumental in strategic communication programs because their reach and engagement are exceptional. Social media influencer example Charli D\'Amelio She gained widespread fame on TikTok, where she became known for her dance videos and engaging content. With over 150 million followers on TikTok alone, Charli is one of the most followed creators on the platform. Her influence extends beyond TikTok; she has a massive presence on Instagram, YouTube, and other platforms. Charli has collaborated with major brands, launched her own product lines, and even starred in a reality TV show with her family. Her ability to connect with her audience, particularly Gen Z, and her rapid rise to fame make her one of the most significant influencers in the social media landscape today. Charli D\'Amelio has collaborated with several major brands, leveraging her massive social media following. Some notable brands she has worked with include: Dunkin\': Charli partnered with Dunkin\' to launch a signature drink called \"The Charli,\" which became hugely popular. This collaboration was a major success, leading to additional promotions and a second drink called \"The Charli Cold Foam.\" Hollister: Charli, along with her sister Dixie, became the face of Hollister\'s \#MoreHappyDenimDance campaign. They also collaborated with the brand to launch a line of clothing, including jeans and other apparel. Morphe: Charli and Dixie collaborated with Morphe to create a line of makeup called Morphe 2, aimed at younger audiences with a focus on natural, minimalistic beauty products. Pura Vida: Charli partnered with Pura Vida to create a collection of bracelets. The collaboration featured designs inspired by her personal style and resonated well with her followers. Takis: Charli has also worked with Takis, promoting the brand\'s spicy snacks in various social media campaigns. Procter & Gamble: Charli has been involved in the \"Stay Smiling\" campaign for Crest and Oral-B, promoting oral hygiene products to her audience. These collaborations have been part of Charli\'s brand-building efforts, helping her expand her influence beyond social media into various product lines and brand endorsements. Some influencers carry some degree of social and/or political sway: 1\. Greta Thunberg Platform: Twitter, Instagram Influence: Greta Thunberg is a Swedish environmental activist who gained international recognition for her efforts to combat climate change. She started the \"Fridays for Future\" movement, encouraging students to strike for climate action. Thunberg uses her social media platforms to share her views on environmental issues, criticize inaction by world leaders, and mobilize millions of young people worldwide to demand climate justice. Her influence extends far beyond social media, impacting global climate policy discussions. 2\. Hasan Piker Platform: Twitch, YouTube Influence: Hasan Piker, also known as HasanAbi, is a political commentator and former journalist for The Young Turks. He streams on Twitch, where he discusses politics, social issues, and current events with a left-leaning perspective. His content resonates with younger audiences, and he has built a large following by dissecting complex political topics in an accessible and often entertaining manner. Piker has become a prominent voice in progressive political discourse online. 3\. AOC (Alexandria Ocasio-Cortez) Platform: Twitter, Instagram, Twitch Influence: While primarily a U.S. Congresswoman, Alexandria Ocasio-Cortez uses her social media presence to engage directly with constituents and the broader public. She leverages platforms like Twitter and Instagram to discuss policy issues, advocate for progressive causes, and counter political opposition. AOC also made headlines by streaming the game \"Among Us\" on Twitch to encourage young people to vote in the 2020 U.S. election, demonstrating her ability to connect with younger audiences in innovative ways. 4\. Lilly Singh Platform: YouTube, Instagram Influence: Lilly Singh, also known as Superwoman, is a YouTube personality who has used her platform to discuss social issues such as gender equality, mental health, and LGBTQ+ rights. As one of the few women of color in the mainstream YouTube space, she has been a vocal advocate for diversity and representation in media. Singh\'s content often includes messages about self-empowerment and social justice, making her a significant figure in these conversations. 5\. Jamila Jamil Platform: Instagram, Twitter Influence: Jamila Jamil, an actress and activist, uses her social media to promote body positivity, mental health awareness, and feminist causes. She founded the \"I Weigh\" movement, which encourages people to focus on their achievements and values rather than their physical appearance. Jamil\'s candid discussions about social issues have made her a powerful advocate for change, particularly in the realms of body image and women\'s rights. These influencers have leveraged their platforms not just for personal brand building but also to advocate for significant social and political changes, often engaging millions of followers in important conversations. The upside of telling the truth Book definition: Transparency is a deliberate attempt to make available all legally reasonable information fo the purpose of enhancing the reasoning ability of publics. In other words, transparency means sharing as much information as possible to help people understand things better and make informed decisions. Governments, schools, churches, NGOs, nonprofits -- all forms of organizations can be in situations where they are in danger of breeding fear, apprehension, dislike, and distrust when they shirk transparency. Are there situations where it might be critical to not tell the truth or whole truth to the public? There are situations where it might be considered by some necessary to withhold the truth or the full truth from the public. Here are some examples: National Security: Information that could threaten a country's safety, such as details about military operations or intelligence activities, might be kept secret to protect citizens and prevent enemies from gaining an advantage. Public Safety: In cases like ongoing criminal investigations or during emergencies, authorities might not release all details to avoid causing panic or tipping off suspects. Privacy Protection: Sensitive personal information, such as medical records or details about minors, is often kept private to protect individuals\' privacy rights. Corporate Confidentiality: Businesses may keep certain information, like trade secrets or pending deals, confidential to maintain a competitive edge or avoid legal complications. Diplomatic Relations: Sometimes, governments might not fully disclose information about international negotiations or conflicts to prevent tensions from escalating or to protect diplomatic efforts. While these situations might require withholding information, it\'s generally important for governments and organizations to balance this with the public\'s right to know, being as transparent as possible without compromising safety or privacy. One classic example of a time when holding back information was used for good was the D-Day invasion of occupied Europe in WWII. Another classic example from before your lifetimes is Chernobyl in now Ukraine, formerly the Ukrainian territory of the SSSR. Government vs. Private Organizations in Transparency Government Transparency: Governments are subject to specific laws like the Freedom of Information Act (FOIA) in the U.S., which requires them to disclose certain types of information to the public. This ensures a level of transparency that is legally mandated, aiming to keep citizens informed about governmental activities. Difference between transparency between public and private entities: Private Organizations: Private companies, on the other hand, are not generally subject to the same public records laws. They have more leeway in what they choose to disclose, often driven by business interests, regulatory requirements, or shareholder obligations rather than a legal mandate to be transparent. Role of Legal Processes Civil and Criminal Legal Processes: These processes can indeed compel organizations to reveal information that they might otherwise prefer to keep private. Discovery in civil litigation, for example, can unearth internal documents, emails, and other communications that shed light on a company's actions or decisions. Criminal investigations can go even further, sometimes leading to public disclosure of information through indictments or trials. Whistleblowers and Public Scrutiny Whistleblowers: Individuals within an organization who expose unethical, illegal, or unsafe practices play a critical role in transparency. They can bring to light information that might otherwise remain hidden, often leading to public outcry, legal action, or regulatory scrutiny. Audience/Public Involvement: The public, including consumers, activists, or other stakeholders, can also force transparency by raising awareness about issues, conducting independent investigations, or using social media and other platforms to highlight concerns. Public pressure can compel an organization to disclose information to maintain its reputation or avoid further backlash. Conclusion In essence, while private organizations aren\'t under the same transparency obligations as governments, various mechanisms---legal processes, whistleblowers, and public scrutiny---can effectively force transparency, especially when an organization attempts to hide something. This creates a dynamic where organizations must consider the potential consequences of non-disclosure, as the truth may come to light through these other channels. Prove it with action Remember the 90-10 rule? What was that? That's where Page said 90% of good public relations should be determined by what an organization does, while 10% should be determined by what they say. Publicity is important but only if it follows action. Real-World Example of 90-10 rule used correctly: Johnson & Johnson's Response to the Tylenol Crisis (1982) Context: In 1982, Johnson & Johnson faced a crisis when several people died after taking Tylenol capsules that had been laced with cyanide. This incident could have destroyed consumer trust in the brand. Action (90%): Johnson & Johnson's immediate response was to prioritize public safety over profits. They issued a nationwide recall of all Tylenol products, pulling 31 million bottles off the shelves, even though this cost the company millions of dollars. They also introduced tamper-evident packaging to restore consumer confidence. Communication (10%): The company's communication strategy was transparent and proactive. They kept the public informed through regular updates and worked closely with the media to ensure accurate information was shared. Their honesty and commitment to safety were key themes in their messaging. Outcome: Johnson & Johnson's decisive actions, combined with their clear and honest communication, helped them regain public trust. The company's reputation for putting customer safety first was strengthened, and Tylenol eventually recovered its market position. In this case, the success of Johnson & Johnson\'s PR response was largely due to their actions---the recall and introduction of safer packaging---while their communication efforts reinforced the message. This perfectly illustrates the 90-10 rule: good PR starts with doing the right thing, and effective communication follows to support those actions. An example where a company did not use the 90-10 rule: BP Deepwater Horizon oil spill in 2010. Context:\*\* In April 2010, an explosion on the Deepwater Horizon oil rig, operated by BP, caused a massive oil spill in the Gulf of Mexico. It became one of the worst environmental disasters in U.S. history, with millions of barrels of oil spilling into the ocean over 87 days. Failure to Act (90%): BP's actions leading up to and during the crisis were heavily criticized. Investigations revealed that BP had taken cost-cutting measures and ignored safety warnings, which contributed to the disaster. After the spill began, BP was slow to respond effectively, and their efforts to stop the spill were seen as inadequate and poorly executed. Poor Communication (10%): BP\'s communication during the crisis was also problematic. The company downplayed the severity of the spill and made several PR blunders. For instance, then-CEO Tony Hayward famously said, \"I want my life back,\" which came across as insensitive to the suffering caused by the spill. Additionally, BP\'s initial estimates of the spill\'s size were far lower than reality, leading to accusations of dishonesty. This also followed a rebranding in the 2000s of making the company appear environmentally conscious ("Beyond Petroleum") Outcome: The combination of inadequate action and poor communication led to severe reputational damage for BP. The company faced widespread public outrage, massive legal penalties, and a significant loss of trust. The financial costs were also enormous, with BP paying over \$60 billion in fines, settlements, and cleanup costs. This all seemed to be an ironic prophecy, where critics said from the beginning of the environmentally conscious rebrand that BP was being disingenuous. It seemed to prove those points. Missed Opportunity: Had BP followed the 90-10 rule, focusing first on taking responsible and effective action to prevent and manage the spill, and then communicating transparently and empathetically with the public, the outcome might have been less damaging. By failing to prioritize the right actions and mishandling their communication, BP's response became a textbook case of what not to do in a crisis. Listening to your audience In PR, listening means processing feedback, and attempting to genuinely and thoughtfully consider what you're hearing from the people you're trying to reach. Two-way communication is when both parties send and receive information. In the modern era, two-way communication and listening in PR have evolved dramatically due to technology and changing audience expectations: Social Media: Real-time interaction on platforms like Twitter and Instagram allows instant feedback, making organizations more accessible and accountable. Public voices are louder, influencing brand perception and requiring swift, meaningful responses. 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. 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. This shift means PR is no longer just about broadcasting messages but about ongoing, interactive dialogue that values audience input and fosters genuine connections. Manage for Tomorrow It's harder to convince the public that your message is authentic and that their best interest is in your consideration when you're reacting to a crisis. Proactive management is anticipatory, change-oriented and self-initiated to improve the organization's environment and its future. This means building goodwill, avoiding business practices that will lead to bad public perceptions, and anticipating how publics will respond to organizational decisions that will have negative consequences. PR has serious consequences for an organization Page saw PR as a management function, meaning PR decisions can be part of the overall company strategy, guiding how operations play out because it knows it will be perceived in a particular way because of its actions. Remain calm, patient, and good-humored No matter what, there's no credibility in a public relations figure who has lost his/her/their cool. Especially in the digital era, people are harsh and organizational communicators need to remember themselves when responding to intense criticism. Remember, there are decisions you can make in online forums about limiting public feedback, though it's important to balance a transparent approach with limiting unhinged critics. For example, you can challenge Google reviews, or if appropriate, respond directly to them. You can disable comments on certain posts.