Public Relations SECOND EDITION Tom Kelleher University of Florida New York Oxford OXFORD UNIVERSITY PRESS Oxford University Press is a department of the University of Oxford. It furthers the University’s objective of excellence in research, scholarship, and education by publishing worldwide. Oxford is a registered trade mark of Oxford University Press in the UK and certain other countries. Published in the United States of America by Oxford University Press 198 Madison Avenue, New York, NY 10016, United States of America.
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You must not circulate this work in any other form and you must impose this same condition on any acquirer. Library of Congress Cataloging-in-Publication Data Names: Kelleher, Tom (Tom A. Title: Public relations / Tom Kelleher, University of Florida. Description: Second edition.
| New York : Oxford University Press, [2021] | Includes bibliographical references and index. Identifiers: LCCN 2019034697 (print) | LCCN 2019034698 (ebook) | ISBN 9780190925093 (paperback) | ISBN 9780190925109 (epub) Subjects: LCSH: Public relations. Classification: LCC HD59 .2—dc23 LC record available at https://lccn.gov/2019034697 LC ebook record available at https://lccn.gov/2019034698 9 8 7 6 5 4 3 2 1 Printed in Mexico by Quad/Mexico To my parents, Fred and Imogene And for my wife Robin and our sons Miles and Henry Brief Contents PREFACE XIII ABOUT THE AUTHOR XXI SECTION I FOUNDATIONS CHAPTER 1 Principled Public Relations 1 CHAPTER 2 Public Relations Models Through the Ages 27 CHAPTER 3 Convergence and Integrated Communication 55 CHAPTER 4 Relationship Management 86 SECTION II STRATEGY CHAPTER 5 Research 117 CHAPTER 6 Planning 148 CHAPTER 7 Implementation 177 CHAPTER 8 Evaluation 200 SECTION III TACTICS CHAPTER 9 Writing 225 CHAPTER 10 Social Media and Mobile 256 SECTION IV CONTEXTS CHAPTER 11 Legal 288 CHAPTER 12 Issues and Crises 319 CHAPTER 13 Global 349 CHAPTER 14 Careers 374 APPENDIX A: UNIVERSAL ACCREDITATION BOARD COMPETENCIES 398 NOTES 402 GLOSSARY 421 CREDITS 429 NAME INDEX 430 SUBJECT INDEX 431 v Preface xiii About the Author xxi SECTION I FOUNDATIONS Contents CHAPTER 1 Principled Public Relations 1 Defining public relations 2 Why ethics matter 15 Textbook definitions 3 Reasons for studying ethics 16 CASE STUDY: HOLD THE FIASCO, PLEASE. 4 Competing duties 17 Crowdsourcing a definition 6 A guide for ethical decision-making 18 Principled public relations management 7 CASE STUDY: “TWEETING UNDER FALSE CIRCUMSTANCES” 18 Tell the truth 8 Prove it with action 9 VOICES FROM THE FIELD: KATHY FITZPATRICK 22 Listen to the customer 10 Codes of ethics 23 Manage for tomorrow 10 Criticisms of codes 23 Conduct public relations as if the whole company Advantages of codes 23 depends on it 11 Professional associations 24 Remain calm, patient and good-humored 12 IN CASE YOU MISSED IT 25 CASE STUDY: HOW CROCK-POT FOUGHT FIRE BY KEEPING ITS COOL 12 Summary 25 Realize the company’s true character is expressed by its people 15 Discussion questions 26 CHAPTER 2 Public Relations Models Through the Ages 27 Public relations models in history 28 Major motivations for public relations 44 Press agentry/publicity 28 Recruitment 44 CASE STUDY: A TALL ORDER: GAINING ATTENTION AND Legitimacy 45 PUBLICITY IN THE MARKETPLACE OF IDEAS 30 Agitation 46 Public information 32 Advocacy 48 CASE STUDY: EDWARD BERNAYS’ “TORCHES OF Profit 48 FREEDOM” 35 VOICES FROM THE FIELD: KAREN MILLER RUSSELL 50 Two-way asymmetrical communication 37 Ethics: transparency, objectivity Two-way symmetrical communication 38 and advocacy 51 A broader social history of public IN CASE YOU MISSED IT 52 relations 41 Religion 42 Summary 53 Education 42 Discussion questions 54 Politics and government 43 vi Contents CHAPTER 3 Convergence and Integrated Communication 55 Convergence 56 How public relations is different at Technological convergence 56 its core 77 Cultural convergence 58 Organization (beyond offerings) 77 Economic convergence 59 Publics (beyond audiences) 77 Professional convergence 61 Relationships (beyond sales) 78 VOICES FROM THE FIELD: BILL IMADA 79 Divergence 62 Advertising 63 Ethics: free flow of information Marketing 65 and data protection 80 IN CASE YOU MISSED IT 83 Integration 70 Integrated marketing communication 70 Summary 84 Hybrid functions 73 Discussion questions 84 CASE STUDY: RED BULL’S CONTENT MARKETING STRATEGY 75 CHAPTER 4 Relationship Management 86 Managing relationships 87 Issues-driven relationships 104 Taking care of relationships 88 Nonprofit organizations 105 Key outcomes of relationships 89 When publics are organizations and organizations are publics 106 News-driven relationships 92 VOICES FROM THE FIELD: ROB CLARK 110 Media relations 92 Pitching 93 Ethics: corporate social responsibility and loyalty 111 Commerce-driven relationships 97 CASE STUDY: COCA-COLA AND CORPORATE SOCIAL B2C 97 RESPONSIBILITY 111 B2B 98 IN CASE YOU MISSED IT 114 Employee relations 100 CASE STUDY: PUTTING MONEY WHERE THEIR MISSION IS: Summary 115 MEDTRONIC REBUILDS AFTER HURRICANE MARIA 102 Discussion questions 115 Investor relations 103 vii SECTION II STRATEGY CHAPTER 5 Research 117 Contents Research in the RPIE cycle 118 Interviews 136 Formative research 118 Focus groups 136 Summative research 119 Direct observation 137 Situation analysis 120 Secondary and primary research 138 Situation research 120 Formal and informal research 138 Organization research 123 Reliability and validity 139 Publics research 125 Trade-offs in research design 141 CASE STUDY: APPLYING THE SITUATIONAL THEORY VOICES FROM THE FIELD: MEGAN KINDELAN 142 OF PUBLICS: NET NEUTRALITY 128 Ethics: doing the greatest good for the Quantitative research 133 greatest number of people 143 Surveys 134 IN CASE YOU MISSED IT 145 Experiments 134 Content analysis 134 Summary 146 Qualitative research 136 Discussion questions 147 CHAPTER 6 Planning 148 A hierarchy of outcomes 150 Events 163 Tuning in 151 Evaluation 164 Attending 151 Budgets 165 Liking 151 Personnel 165 Comprehending 152 Administrative costs and supplies 168 Learning 152 Media and communication expenses 169 Agreeing 153 VOICES FROM THE FIELD: NATALIE ASOREY 170 Remembering 153 Ethics: beware of zombies; enhance Acting 153 the profession 172 Proselytizing 153 Define the specific issue/conflict 173 Using McGuire’s hierarchy of effects for planning 154 Identify internal/external factors 173 Identify key values 173 Strategic planning 155 Identify the parties involved 173 CASE STUDY: GLOBAL HANDWASHING DAY: GOALS, Select ethical principles 174 OBJECTIVES AND OUTCOMES 158 Make a decision and justify it 174 Timelines 161 IN CASE YOU MISSED IT 175 Formative research 161 Client/management meetings 162 Summary 175 Action and communication tactics 163 Discussion questions 176 Production of media and communication materials 163 viii CHAPTER 7 Implementation 177 Contents Taking action 178 CASE STUDY: PUPPIES AS PUBLICS? BARKBOX MARKS ITS CASE STUDY: PULLED PORK: CHIPOTLE’S CHALLENGE TERRITORY ACROSS OWNED, PAID, SHARED TO ACT ON ITS PRINCIPLES 179 AND EARNED MEDIA 191 VOICES FROM THE FIELD: ROSANNA M.
FISKE 193 Choosing channels 181 Ethics: loyalty and diversity in communication Controlled and uncontrolled media 182 and action 195 Owned, paid, shared and earned media 184 CASE STUDY: DOING GOOD BY DOING WELL: KIMBERLY- Owned media 184 CLARK’S EFFORTS TO PROMOTE DIVERSITY 196 Paid media 186 IN CASE YOU MISSED IT 197 Shared media 187 Summary 198 Earned media 189 Mixed media 191 Discussion questions 199 CHAPTER 8 Evaluation 200 Message testing 202 CASE STUDY: GILLETTE’S “WE BELIEVE” CAMPAIGN Focus groups 202 GAUGED BY MORE THAN JUST NUMBERS 214 Readability tests 203 Principle 5: advertising value equivalencies are Experiments 203 not the value of communications 216 Principle 6: social media should be measured Media monitoring services 204 consistently with other media channels 217 Metrics, analytics and data 206 Principle 7: measurement and evaluation should Tracking visitor behavior 208 be transparent, consistent and valid 217 Segmenting referring sources 208 Measuring the right outcomes 218 Parsing big data 208 VOICES FROM THE FIELD: TINA MCCORKINDALE 219 Barcelona principles 209 Ethics: independence 220 Principle 1: goal setting and measurement IN CASE YOU MISSED IT 222 are fundamental 210 Principle 2: measuring communication outcomes Summary 222 is recommended 210 Discussion questions 223 Principle 3: the effect on organizational performance should be measured 213 Principle 4: measurement and evaluation require both qualitative and quantitative methods 213 ix SECTION III TACTICS CHAPTER 9 Writing 225 Contents Five reasons to write well in public Writing for intermediaries 238 relations 226 Writing for news media 238 Relationships 227 Writing for social media 243 Influence and persuasion 227 Writing for search engines 246 Goals and objectives 227 Business writing 249 Reputation management 228 VOICES FROM THE FIELD: CORNELIUS FOOTE 249 Impression management 228 Storytelling 229 Ethics: expertise and writing for mutual understanding 251 CASE STUDY: A VIRTUOUS (BI)CYCLE: HOW THE WORLD CASE STUDY: WORDS MATTER: A STRANGE CHOICE BICYCLE RELIEF ORGANIZATION TELLS STORIES WITH FOR AN AGENCY NAME 251 PURPOSE 229 IN CASE YOU MISSED IT 253 Features 231 CASE STUDY: THE GOAT’S SURF RANCH: HOW A FEATURE Summary 253 STORY HELPED BUILD A WAVE OF INTEREST IN A NEW BUSINESS VENTURE 231 Discussion questions 254 News 236 CHAPTER 10 Social Media and Mobile 256 Mobile first 258 Text 269 Ubiquitous 258 Images 271 Social 258 Video 273 Personal 259 Curated content 275 Local 260 Building relationships and community 276 CASE STUDY: BURGER KING USES MOBILE APP TO TROLL Community management 277 COMPETITORS 260 Influencer and advocate engagement 279 Uses and gratifications of media 262 CASE STUDY: MILLIONS SHARE THEIR MICKEY MOUSE EARS FOR CHARITY 281 Social and visual listening 263 VOICES FROM THE FIELD: SHANE SANTIAGO 282 What is social listening? 263 What is visual listening? 264 Ethics: privacy and safeguarding What are the benefits of social confidences 283 and visual listening? 264 IN CASE YOU MISSED IT 285 How do you conduct a social listening search? 267 Summary 286 Creating engaging content 267 Discussion questions 286 x SECTION IV CONTEXTS CHAPTER 11 Legal 288 Contents International legal contexts 289 Financial information 306 CASE STUDY: TESLA CEO AND FEDERAL REGULATORS GET The first amendment 291 INTO A TIFF OVER FREE SPEECH 307 CASE STUDY: AMAZON V. NYT: A CASE IN THE COURT OF PUBLIC OPINION 292 Privacy 310 Intrusion into seclusion 310 Defamation 294 Appropriation of likeness or identity 311 Intellectual property 295 Public disclosure of private facts 312 Copyright, trademarks and patents 296 Portrayal in a false light 312 Plagiarism 296 VOICES FROM THE FIELD: CAYCE MYERS 313 Fair use 298 Intellectual property issues 301 Ethics: safeguarding confidences—who owns your social networks? 314 Public information and the Freedom IN CASE YOU MISSED IT 316 of Information Act 304 Summary 316 Protecting publics 305 Safety and accuracy 305 Discussion questions 318 CHAPTER 12 Issues and Crises 319 Managing conflict 320 Accident crises 335 CASE STUDY: IS THE CUSTOMER ALWAYS RIGHT?. A BIG Preventable crises 335 WIN FOR LITTLE ITALY 323 Crisis response strategies 335 Managing issues 324 Deny strategies 336 CASE STUDY: THE ISSUE LIFE CYCLE OF VOLKSWAGEN’S Diminish strategies 337 “DIESELGATE” 325 Rebuild strategies 337 Reinforce strategies 339 Proactive issues management 328 CASE STUDY: MR. ZUCKERBERG GOES TO 1.
Prioritization 330 Social media and crises 341 4. Analysis 330 VOICES FROM THE FIELD: BARRY FINKELSTEIN 343 5. Strategic planning 331 Ethics: conflicts of interest 344 6. Implementation 331 IN CASE YOU MISSED IT 346 7.