27. What comes to your mind when you see the BP logo? The typical entry-level education required? great. How would a public relations job in that field be similar to and different from other areas of specialization? When employees trust the organization and the organizations management trusts the employees, everyone benefits. Public Relations Tom Kelleher 2nd Edition Pdf Free Word-of-mouth marketing should be credible, respectful, social, measurable and repeatable. Brian Solis and Deirdre K. Breakenridge, Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (Upper Saddle River, NJ: FT Press, 2009), 102. Five of the most important reasons to write well in public relations are: (1) to build and maintain relationships, (2) to influence and persuade, (3) to strategize (to identify and achieve goals and objectives), (4) to manage your organizations reputation and (5) to make your own impression as you build your professional identity. xviii PREFACE ACKNOWLEDGMENTS Thanks to God for blessing me with wonderful parents, family, teachers and friends. 68 CHAPTER 3|CONVERGENCE AND INTEGR ATED COMMUNICATION editorial, feature article, interview or any other news format in broadcast, print or online media. Use of Public domain Works of intellectual property for government logos or seals such as the logo for the Fish and Wildlife Service, which the copyright has expired, the a photograph or modified version of the Mona Lisa as it is presented in a creator has forfeited rights, or copycopyrighted book, or certain types of Creative Commons licenses are right laws do not apply, making the restricted. when TV viewers jump platforms from What types of employees and media people have to collaborate to make their TVs to other screens. Weve all heard spokespeople use buzzwords about maximizing potential, taking it to the next level, providing thought leadership or giving 110 percent. But what do those phrases mean, especially if they cant be tied to anything specific that the organization is actually doing? Rent and save from the world's largest eBookstore. What are the trade-offs of surveys and less formal questioning as research methods? No exclusion. If you are organizing an event as part of a larger program, you may estimate the total cost of the event in your initial program proposal rather than getting too 168 CHAPTER 6|PL ANNING specific with each line item. Principle 6: Social Media Should Be Measured Consistently with Other Media Channels Of course, the scope of public relations is much larger than communication on social media, but digital media and media monitoring services certainly present new opportunities to use data to improve the evaluation of public relations programs. As professional communicators and managers, public relations professionals succeed with different combinations of the three strengths. King Center CEO and Minister Bernice King tweeted, This commercial isnt anti-male. Most publics fit both criteria in that the influence is mutual. But what if a year later your organizationthe clientdecides to consider bids from other agencies? In investor relations, a publicly held corporation secures capital, and investors get a return by way of dividends or increased value of the shares they own. 3. 90 Commitment: is the relationship worth continuing? Thats why we continue to think of outside-the-Chewy-box ways to delight, surprise, and thank our loyal pet lovers.7 To the mission statement of the American Humane Society summarized in four words that pack a punch: Celebrating Animals, Confronting Cruelty.8 Many organizations also develop vision statements, which describe a desired end-state resulting from an organizations work.