PR Study Packet 1
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Date
Apr 3, 2024
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Study Packet 1
The Crock-Pot crisis mentioned in Chapter 1 shows how good public relations counsel can
turn an emerging challenge into an opportunity. Find a recent (within the last 2 years)
crisis covered in the media and not mentioned in the book, compare it to how Newell
Brands and Edelman handled the Crock-Pot crisis when possible, and explain the unique
or relevant tactics and strategies the organization used to combat the negative or
potentially negative media coverage.
In 2018, a Newell Brands product was negatively featured in NBC’s show: “This Is Us”,
which had the possibility of damaging the reputation of the brand. In the show, a Newell Brand’s
Crock-Pot caused a house fire, resulting in the death of a character (Kelleher, ch 1, p. 11). Social
media posts from fans of “This Is Us” were heartbroken over the loss of a fictional character, and
resented the appliance for being the cause of death. Regardless of whether it was fictional or not,
Newell Brands’ reputation was threatened due to the negative image and potential loss of sales.
Rather than suing NBC for the damages, Newell Brands and their PR agency, Edelman
responded directly to concerned customers about the safety standards of their product (Kelleher,
ch 1, p. 12). This ensured that despite the entire ordeal being fictional, they cared about their
customers' concerns and well-being. More so, in NBC’s pre-Super Bowl ad, the actor who
portrayed the “This Is Us” star was featured celebrating the Super Bowl with his family. As the
ad ends, it pans to a shiny new Crock-Pot displayed with the hashtag “#CrockPotIsInnocent”
(Kelleher, ch 1, p. 13).
In MAX’s “Sex and the City” reboot, “Just Like That”, another brand was similarly
depicted as an accidental cause of death. The controversial character Mr. Big had a heart attack
after working out of a Peloton bike (
Los Angeles Times
). Once again, despite being fictional,
viewers have a deep connection to their beloved characters on the screen. In portraying a product
or brand in a negative light, the company’s reputation is risked the same way it would be if the
scenario happened off the screen. Stock shares of Peloton fell to a “19-month low” after the
episode was released on MAX’s platform (
NBC News
). Within just two days, celebrity Ryan
Reynolds and his PR agency, Maximum Effort, produced a response ad featuring Mr. Big’s actor
and Peloton. The ad depicted Mr. Big and the same Peloton bike featured in “Just Like That”
alive and well in a romantic setting. As the ad panned out, Ryan Reynolds began announcing the
benefits of exercising on a Peloton bike, ending with “he’s alive”. This was very similar to the
“side effects include…” of the ending of a prescription drug ad.
Both ads use a conversational voice, which is significant in maintaining a good
relationship with their audiences (Kelleher, ch 1, p. 14). Rather than Peloton and Newell Brands
suing the TV agencies for the negative portrayal of their products, they maintained a lighthearted
and humorous voice. This was significant because it reduced criticism and unnecessary bad press
for both brands, which allowed the public to see the brand in a positive light, despite the
circumstances.
Additionally, both companies maintained a two-way communication between their
publics and responded accordingly. Each company observed concerns about the risks of their
products that were posted on social media and provided proactive feedback and information.
Two-way communication allowed Newell Brands to provide their consumers with accurate
information regarding the testing protocols and safety standards (Kelleher, ch 1, p. 12). Similarly,
in the ad from Peloton, Ryan Reynolds provided the viewers with how exercising on their bikes
would prevent heart attacks, rather than induce them (
Los Angeles Times
). In using two-way
communication, providing accurate product information, and recognizing their concerns, each of
their reserved public feels seen by the companies. The tactics of both of these ads also include
celebrity appearances, more specifically the celebrities that were originally featured in the
negative product’s original place. These celebrity contributions can take a humorous and positive
spin on the damage created by their TV characters’ roles, whilst entertaining their publics.
Celebrities can reach audiences due to their massive followings and influence in the media
(Kelleher, ch 1, p. 8). Ultimately, both Newell Brands and Peleton were able to restore their
brands’ images from television’s negative representation by putting a humorous spin on the issue
and listening to their customers' concerns.
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How do you think the entertainment industry’s portrayal of public relations affects
everyday real practitioners? Provide at least three effects in your response.
Samantha Jones is an iconic portrayal of PR’s dramatized stereotype in television and
film. This “Sex in the City” character represents the sexy, glamorous, and incredibly unrealistic
aspects of PR professionals. The entertainment industry paints event PR-related characters as
calculated, smooth, creative, extroverted, and in control of every possible absurd scenario
(Lecture Day 3). The reality is that the practitioners of the public relations industry are not just
limited to those few adjectives, and this inaccurate depiction vastly oversimplifies PR as a whole.
Primarily, the stereotypical characteristics of PR personalities in film and media are
harmful misconceptions that negatively affect PR professionals on a day-to-day basis. Assuming
that every practitioner plays the same role undermines the worker and their profession.
Additionally, business owners and clients may have extremely unrealistic expectations of their
hired PR professionals. They might be anticipating “Scandal”’s Olivia Pope, who can prevent
anything and everything from happening to her clients (Lecture Day 3). Ultimately, these
negative stereotypes and inaccurate expectations of PR professionals can damage their ability to
complete their roles or satisfy employers. Additionally, family and friends may not see this
occupation as serious or difficult because of the extent to which it is glamorized. There are as
many, if not more, ugly bits apart from the brand deals, events, and celebrities. Public relations
as a profession in the entertainment industry is often painted as a business with the role of
covering up, lying, and misinforming the public. Though this is wildly mistaken, it could falsely
present a PR professional as a calculated, manipulative, and untrustworthy individual. This is
incredibly damaging to the individual’s reputation and character. Essentially, the entertainment
industry’s warped portrayal of PR and PR professionals can be damaging to individual
relationships, work environments, and mental well-being.
How does Papa John’s example in the book feed into society’s misconceptions about PR
AND also support our more educated definition of public relations?
The founder of Papa John’s, John Schnatter, was exposed by the media to have said the
n-word during a conference call regarding media training (Kelleher, ch 1, p. 4). This resulted in
Papa John’s stock prices significantly dropping and John Schnatter’s immediate resignation as
chairman of the board. As a result, both Papa John’s and John Schnatter offered apologies on
behalf of the situation. Society’s misconceptions about PR are valid in certain areas of this
controversial incident. It can be argued that in this situation, Papa John’s as a company is
apologizing to “save face” to maintain profits. More so, it promotes the myth that public
relations is “only necessary for bad publicity” (
Forbes
). However, Papa John’s CEO Steve
Ritchie’s message provided a more accurate depiction of PR as a profession. He acknowledged
that the namesake, logos, and company’s existence brand were attributed to John Shnatter and
that Shnatter’s words and actions were directly tied to Papa John’s as a corporation (Kelleher, ch
1, p. 4). Ritchie’s recognition of the damage that was associated with Papa John’s focused on
repairing the relationship between the brand and their customers. Additionally, the ironic media
training that sparked the incident as a whole, is an accurate portrayal of public relations. Despite
being wildly unsuccessful, having mandatory board meetings about media literacy, equity, and
genuine efforts on behalf of inclusion are essential for a brand. Ultimately, Papa John’s and
Schnatter’s scandal characterizes the unfortunate stereotypes and the accurate efforts of public
relations as a profession.
Find a current example of public relations from a company’s website or news media
coverage to explain why ethics is so important in public relations (not an example from the
book).
Starbucks, every girl’s favorite coffee company, has been facing controversy regarding
the work conditions of their employees, to the extent that 250 Starbucks stores are unionized
(
Forbes
). Unionizing involves employees forming a labor union to better the conditions of their
employment (
The Balance
). Across the country, Starbucks employees at various locations have
performed walk-outs and protests for better working conditions. Starbucks management has
fought against unionization by firing employees, cutting benefits, closing store locations, and
reducing work hours – all of which are unethical (
The American Prospect
). Due to the unfair
terms of employment, Starbucks has received negative press from its employees and the media.
On Starbucks’ website, they have several social impact pages for “People”, “Planet”, and
“Environmental and Social Impact Reporting” (
Starbucks
). Starbucks is known for its diverse
employee community. Their mission statement as of 2023 is to “nurture the limitless possibilities
of human connection” and “create environments where everyone is welcome and feels a sense of
belonging” (
Starbucks: Inclusion & Diversity
). However, Starbucks’ numerous websites fail to
include any information regarding the unhappiness of their workers or the nationwide movement
to unionize the stores. Though Starbucks is considered a progressive and humane employer
compared to many other corporations, their lack of action regarding the conditions of its
community shows the extent of how a brand can be inclusive and yet oppressive. If Starbucks is
determined to uphold its image as a corporation that represents marginalized employees, it needs
to do it in all aspects of its organization. Because they are not transparent about the unfair actions
against individual workers and locations, they fail to be transparent with their employees,
customers, and partners. Ethics should be the center of all organizations, regardless of their
company’s specialization. Regarding public relations, ethics should apply to the PR practitioner,
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the client, the employer, the profession, the media, and society (Kelleher, ch 1, p. 17). Starbucks
as an organization, its partners, its public relations team, its managers, and its distributors, all
have an ethical responsibility to uphold. Without upholding these critical responsibilities,
Starbucks will fail to accurately accomplish its mission and maintain its reputation. Ultimately,
ethics are crucial within PR to maintain a commitment to their values.
Pick a pre-20th century historical event designed or shaped by a fundamental component
of public relations (e.g., affecting perceptions, concern for relationship with the public, or
some other strategic communication management function). Describe the impact of this
functional component on the outcome (or retelling) of the historical event, going beyond
what may have been described in class or the book. Be sure to cite your sources using the
guidelines above.
P. T. Barnum is accredited as the “first great advertising genius” (Herskowitz, 133).
Phineas Taylor Barnum or P. T. Barnum was an American showman who founded the Greatest
Show on Earth, a three-ring circus filled with spectacles, abnormalities, and performances. In
19th-century New York City, Barnum purchased a museum. There, he had atypical people
perform and oddities on display for the public’s entertainment. The Barnum Museum rapidly
grew and developed into a “carnival of curiosities” (
Britannica
). Barnum’s success as a
businessman was not the abnormalities that were exhibited, but his ability to self-promote,
advertise, and manipulate the public’s perceptions of his show. Barnum created advertisements
that captured the public’s imagination. He understood that people wanted to be entertained and
disturbed, so he made it his entire business. Barnum purchased billboard space, draped banners,
and had the newspapers run stories about his “human curiosities” (
Britannica
). A famous
example of these advertisements was the “Fejee Mermaid”, which was, in reality, a monkey
corpse stitched to the tail of a fish (
Connecticut Post
). However, in his commercials in the press,
the mermaid was depicted as a beautiful bare-breasted mermaid from fantasy. As he became
more successful, P. T. Barnum hired a staff of illustrations to depict his oddities such as Siamese
conjoined twins, a man only 25 inches tall, and a 161-year-old nurse of President George
Washington (
Connecticut Digital Archive
). Ultimately, Barnum utilized the public’s curiosity
and revulsion to the macabre in his advertisements and shows. Even when exposed as a con artist
or providing false exhibits, Barnum used negative publicity to benefit his business (
JSTOR
Daily
). Certain cons were discovered and Barnum would share how he was able to accomplish
such atrocities with the public. This developed relationships with his audience, providing them
with further entertainment by letting them in with the con (
Britannica
). This allowed him to
control the narrative and the public’s perception of him. Ultimately, P. T. Barnum’s shameless
self-promotion through advertising and manipulation of publicity had a long-lasting impact on
public relations as a profession.
We see the reminiscences of P. T. Barnum’s contributions to public relations through
excessive advertising and overdramatized publicity. Clickbait online, misinformation in
magazines, and exaggerated media continue to thrive within public relations. While this may not
be the most positive outcome of PR, it continues to exist prominently in the profession.
Regardless of Barnum’s ethics, a major function of public relations is attributed to his belief in
the significance of manipulating and controlling public perceptions.
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Find modern examples of each of the four models of public relations. Describe each
example, and explain in detail why it falls into one specific model and is clearly not an
example of any of the other models. Be sure to cite your examples.
Press agentry is a form of one-way communication, going directly to the public to
generate media coverage, with a lack of concern for accuracy (Lecture Day 4). The Daily Mail is
a tabloid newspaper that is known for publishing fake news articles and being “generally
unreliable” (
CNBC
). When they create an article or social media post, they aim to gain views.
The Daily Mail solely falls into this model of public relations as functions without direct
interaction or authentic content. This method only allows the Daily Mail to create a line of
communication, as they do not consider or respond to the voice of their readers.
Public information is a similar model of public relations to press agentry, but rather than
trying to gain attention, it provides accurate and transparent one-way communication to the
public (Kelleher, ch 2, p. 32). A primary example of this is a press release. A press release is an
official statement given to the public by an organization or corporation to spread accurate
information. A recent notable press release was in 2022, when it was announced to the public
that Elon Musk would acquire Twitter, making it a privately held company (
PR News Wire
).
This applies solely to the model of public information because press releases are public
announcements that address the situation, versus providing open, mutual conversations between
the corporation and their customers.
The two-way asymmetrical model is another method of public relations, to use
persuasion to influence audiences to behave as the organization desires, while allowing feedback
from the public (Lecture Day 4). A primary example of this is customer surveys that a clothing
brand may make for its audience. Australian clothing brand, Princess Polly, has customer surveys
that help narrow down the preferred taste and style of the consumer (
Princess Polly
). However,
these quizzes allow Princess Polly to make more personalized ads based on the customer’s data
in an attempt to increase sales. This solely relates to the two-way asymmetrical model because it
aims to understand and change consumer behavior, without being influenced or changed by their
customers.
The two-way symmetrical model is the final method of public relations, where the
communication between the organization is balanced with their publics. In this case, the
organization and its audience are equally likely to change attitudes or behavior regarding the
information (Kelleher, ch 2, p. 32). A tragic example of this method is Ikea’s recent recall of an
unstable dresser that resulted in the death of four infants (
Ikea
). In this scenario, Ikea received
feedback from customers that one of their products was unsafe and unfit to be sold to the public.
As a result, they immediately recalled the dresser and changed the standards of their products
which could be potentially dangerous to children. This is solely related to the two-way
symmetrical feedback as the attitudes of their consumers changed the behavior of the company to
create a higher safety standard.
The press release (or “news release”) has been declared dead many times, yet it persists.
Describe the history of the press release, and explain the advantages and disadvantages of
having organizations write their own news story, being sure to include an exploration of
how it can be problematic for both journalists and, thanks to modern technology, the
organization’s own search engine optimization goals. How are companies changing their
PR measurement goals to reflect this reality?
The original press release in the media is accredited to American publicist Ivy Lee. At the
beginning of the 20th century, Lee was employed as a press representative for the Pennsylvania
Railroad Company (
Britannica
). The Pennsylvania Railroad Company at the time was the largest
American railroad that stretched nearly 30,000 miles across the country. In 1906, one of the
Pennsylvania Railroad Company’s trains ran off track, causing over fifty casualties (
Georgia
History
). In response, the first press release was born. Lee beat the news media to the punch by
covering the tragedy and providing an official statement on behalf of the company. He detailed
the disastrous events explicitly and shared them candidly with reporters. Before Lee’s
involvement with the Pennsylvania Railroad Company, honesty, and authenticity were not
considered priorities of businesses. However, Lee had already realized the significance of
transparency and the effect that it could have on the media’s opinion through his famous
“Declaration of Principles” (
Georgia History
). These principles promoted how journalism should
focus on relaying accurate information to the public above all else. By providing a fact-based
statement on behalf of his client, Ivy Lee was able to control the narrative and the public’s
opinion through the first press release (
Britannica
). The New York Times published Lee’s
statement verbatim, which allowed the public to praise the Pennsylvania Railroad Company’s
transparency, rather than condemning them for the accident.
It has been over a hundred years since Ivy Lee’s first press statement, but press releases
continue to be a primary method of communication between corporations and their publics.
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Whether it is to gain media coverage or control a crisis, press releases are an extremely effective
way of releasing an official statement on behalf of an organization or company. However, that
does not mean to imply that press releases are the most effective and ethical forms for sharing
information. Though Lee’s work on behalf of the Pennsylvania Rail Road was viewed as
informing the public and acknowledging the tragedy, it was also a strategic tool to control the
situation. Press releases come from within the organization, they lack objectivity and are equally
concerned with their image in the media as they are with informing the public. This means that
the organization has the advantage of controlling the message, rather than whistleblowers or
outside press. While this is beneficial for the business, it doesn’t necessarily make them it is the
most credible for their audiences because they can spin the story or make their message more
positive than in actuality. More so, because modern-day press releases are strategic, they reduce
the appearance of authenticity to viewers. The risk of press releases in the 21st century is unlike
Ivy Lee’s unique experience. Organizations have the expectation of being truthful with the public
about the involvements of their businesses. Additionally, having a newspaper like The New York
Times mass republish and distribute press releases can be damaging for search engine
optimization. SEO relates to the online presence visibility of an organization’s website through
keywords on platforms like Google and Safari (
Search Engine Journal
). This can aid positive
news coverage and increase an audience, just as easily as it can damage an organization’s
reputation. Businesses can be damaged by the mass distribution of their press releases, as search
engines know that this information lacks objectivity. More so, their press release may lack
newsworthiness and fail to gain coverage by journalists. This ultimately reduces the positive
effect that they intend to have in the media.
Press releases also negatively impact the journalism industry. Since press releases are the
most common and efficient way for businesses to release a statement, journalists can use this
information as a reliable source. However, just as a business’ press release lacks objectivity, a
journalist risks the authenticity of their report by simply repeating information. Additionally,
press releases can be without any substance, personality, or newsworthiness. Thus, a journalist
may have to work significantly harder to produce a readable story in response to the information
they receive.
Despite being effective and familiar, press releases may not be the most fruitful way of
communicating with the press. Apart from responses to internal and external crises, there are
other ways for a brand to gain media coverage. PR professionals are attempting to change
traditional press releases in the form of more creative product videos and infographics (
PR Lab
).
This allows more focus on creativity, innovation, and engagement while still being informative.
Ultimately, while public perception is a crucial element of any organization’s success, by
focusing on other methods of communication they can evolve their brand without the risks of
objectivity and being impersonal to their publics.
Edward Bernays is a problematic but important historical figure in public relations.
Summarize both his positive and problematic contributions to the field of public relations.
Edward Bernays is considered the founding father of the public relations profession.
After the outbreak of World War I, Bernays began his career as a member of the U.S.
government’s Committee on Public Information which focused on propaganda projects (
History
Cambridge
). He quickly became aware of how public perception could be influenced easily by
the media on a psychological level. More specifically, Bernays learned how companies could
profit from their publics’ consumption by manipulating the media in which they were presented
(Kelleher, ch 2, p. 34). If an organization could understand their audience’s psychology, they
could manipulate them into consuming more of a product.
Bernays’ most famous publicity campaign was the “Torches of Freedom” which
essentially marketed cigarettes to women (Kelleher, ch 2, p. 35). Debutante girls were paraded
around with cigarettes, on behalf of his client, the American Tobacco Company. This was a
controversial attempt to increase their demographic to both sexes. More so, Edward Bernays
recognized the social significance that the suffragette movement could have on his client’s
consumption. Women in the 19th century had very limited roles and were expected to conform to
the appropriate social standards deemed fit by society. However, Bernays realized that by
including women as a demographic, consumption of cigarettes could double. Thus, Bernays
posed well-respected young women in society with cigarettes alongside suffragettes. These
cigarettes were metaphorical torches that Bernays manipulated into representing equality
between men and women (Kelleher, ch 2, p. 35). This campaign was incredibly successful and
cigarettes began to advertise to women in news tabloids.
Edward Bernays is incredibly controversial because of his success and the lack of ethics
behind it. Manipulating a social movement to increase the sales of a product is wildly immoral,
as well as psychoanalyzing the public for a business’ personal use. Creating public relations as a
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means to control others has had a historically negative effect on the existing profession.
Ultimately, Bernays created groundbreaking ideas of how to expand audiences and promote
certain products, but his reasonings and methods behind them are deeply flawed.
Serena Williams is a powerful social media influencer because of her reach and
authenticity. Find an example of another brand that has hired a social media influencer (or
publicly works with one) and evaluate that person’s authenticity with the brand. In other
words, why is that influencer a good fit for the brand (or are they not a good fit)? Provide
at least two reasons in your response.
TikTok sensation, Alix Earle, is the internet’s newest influencer and “It Girl”. She grew
her social media presence by simply posting “Get Ready With Me” videos at the University of
Miami (
Rolling Stone
). Immediately she became successful for her relatable content, which
included everything from discussing her struggle with acne, attending wild college parties, and
retelling embarrassing stories. Earle refers to her viewers as “you guys”, which feels exactly like
being on Facetime with a close friend, which is what fostered her massive loyal fanbase (
Elle
).
Unlike many other celebrities or influencers, Alix doesn’t shy away from humiliation or seem
artificial. She has such an impression on her audience that any makeup product, outfit, or
accessory has what social media has dubbed the “Alix Earle” effect. If Alix posted or
recommended any product, it immediately sold out online and in stores. She’s honest, she’s
relatable, she’s authentic –she’s “mastered the precise titration between aspirational and
relatable” (
Elle
). Ultimately, Earle is any brand's dream influencer.
Boston University’s COM alumnus,
Alex
Cooper is the “Founding Father” of the
multimillion-dollar podcast:
Call Her Daddy
in 2018. Essentially a modern-day Carrie
Bradshaw, Cooper’s podcast included sex, female empowerment, and judgment-free advice
(
TIME
).
Call Her Daddy
promotes honesty, intimacy, and authenticity, regardless of how taboo
the topic may be. In doing so, she has gained over five million listeners and is ranked number
two on Spotify (
Fortune
). Though the podcast originally began with raunchy stories and
extremely explicit encounters, as Cooper has grown as a celebrity and a business owner, so has
Call Her Daddy
. Alex Cooper has founded her podcast network, The Unwell Network, which is
targeting a Gen Z audience (
The Verge
). The newest podcast,
Hot Mess
, is hosted by none other
than Alix Earle. Cooper has officially ended her participation in toxic relationships and messy
sex scandals, due to her upcoming wedding, but is focused on her growing business.
Alex Cooper is metaphorically passing the torch to Earle, crowning her as the next
generation’s contemporary unconventional role model. Alex and Alix both share the same
“big-sister energy” (
TIME
). They make you feel heard and understood, despite coming through a
screen. Earle’s partnership with Unwell makes sense.
Call Her Daddy
was built on the themes of
wild stories and sex appeal, Alix Earle is just that. By adding her to the brand, Earle will be able
to increase their audience because of her preexisting followers. She’s the perfect candidate for
the job, she’s engaging, she’s consistent, and she’s believable. Ultimately, promoting The Unwell
Network through Alix Earle’s new podcast perfectly blends with the origins of the old
Call Her
Daddy
while bringing something entirely new to the table.
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Practitioners of color and women have often been underrepresented in many 20th-century
accounts of public relations history. Pick an underrepresented PR pioneer and describe
their contributions, providing at least two reasons in your response.
Moss H. Kendrix was a significant public relations figure in the portrayal and perception
of African-American advertisements in the media. Kendrix graduated from Morehouse College,
a historically Black men’s university, as a journalism major (
PR Museum
). Afterward, he
founded his own public relations firm which specialized in targeting Black consumers. Kendrix
was hired by The Coca-Cola Company as their African-American marketing specialist
(
Coca-Cola United
). After World War II, people of color were finally better incorporated into
American society, due to their involvement in the war effort. Kendrix used this turning point in
history to represent people of color in the communications industry. Coca-Cola hired him to
create a campaign that targeted African-American consumers in an attempt to expand their
demographics. In a historical period filled with racist propaganda and anti-Black imagery,
Kendrix’s accurate representation of the average African-American was a miraculous success.
Before Moss Kendrix’s involvement in public relations, people of color were not positively
represented in the media, if at all in predominantly white corporations (
Coca-Cola United
).
Though targeted to Black communities and news networks, Kendix was so successful that his
advertisements were featured in “white” newspapers. Without Moss H. Kendrix’s accurate and
positive portrayals of African-American ads in the media, people of color would not have been
adequately represented. Without his massive influence, corporations would have failed to
recognize the opportunity that expanding and representing other demographics would have on
their business’ success. Ultimately, Kendrix changed the game for organizations and their publics
by promoting accurate representation and as a result, positively changed the perception of
African Americans in the public. While the public relations profession still disproportionately
represents and includes people of color, Kendrix has a long-lasting impact on how authentic
inclusivity is mutually beneficial.
Kelleher’s book says, “Building and maintaining relationships with publics is essential,
even if those publics never buy from or sell anything to your organization.” Explain this
concept, providing two reasons.
The unaffiliated publics of an organization are equally important as those involved.
Public relations does not focus on transactional interactions between a product and its consumer,
but rather the mutual benefit between an individual and an organization. Any organization that
solely focuses on its existing customers is doomed to fail. It takes a diverse publics, and for them
to be authentically represented for an organization to succeed. One of the most important aspects
of a successful business is their reputation. A reputation includes the perspectives and opinions
of any public from the richest stakeholder to the greatly underpaid worker. Hypothetically, if a
brand were solely concerned with the reputation that their paying customers, they would be
ignoring local communities, investors, employees, and partners. There is no limit to the
importance of valuing all of the individual publics equally. For example, anyone could have a
negative perception of a business, regardless if they purchased an item or not. Likewise, if that
business was only concerned with the small percentage of the population that inserts their credit
card into a machine or computer, the organization would not be able to be self-efficient and
successful long-term. Brands can influence those who do not directly consume their products, the
same way those who do not directly consume their products can influence the brand. That is why
it is essential to maintain a positive reputation with all members of the public (Kelleher ch. 4, p.
79). This includes representing diverse demographics, caring about individual experiences, and
genuinely upholding their mission statement. This also relates directly to the social and ethical
responsibilities that an organization has to all of their publics, regardless of whether they are
internal or external. With the significant presence of social media and the prevalence of “cancel
culture”, it can take just one viral video for a business to suffer significantly in the media. Thus
an organization must practice ethical business practices and commit to their audiences. Even
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though an individual may not be a customer, if a brand repetitively shows and acts on behalf of
its values, it will maintain a positive image in the media. Ultimately, it is essential to build and
maintain relationships with internal and external publics through genuine action and
accountability of a brand for them to be successful in the modern world.
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How are relationships in the digital marketplace similar to relationships in ancient
marketplaces? Provide two reasons, using a real-world example of an organization.
Trust is essential between producers and consumers. The Athenian Agora was a
marketplace in Athens, Greece that existed over 5,000 years ago (
Ancient Greece
). At the Agora,
sellers would depend on the positive reviews of buyers to gain more customers. Buyers relied on
the integrity of sellers for remedies and medicines (
Harvard
). Influencers do the same thing for
the digital marketplace. Beauty brands like Tarte or Charlotte Tilbury will hire popular and
relatable influencers to promote their new products. Similarly, the companies depend on the
influencers to boost brand credibility and trust. TikTok star Monet McMichael worked with Tarte
as an influencer to promote their new cosmetics products on multiple brand trips (
Beauty Inc
). In
doing so, McMichael has increased Tarte’s success in campaigning for new foundation shades
catered to Women of Color. Similarly, in the Agoraa marketplace, if an apothecary sold a
medicine that cured their customer, they would be able to expand their business opportunities
due to this positive reputation being built by consumers. In ancient marketplaces, the
significance of networking was far more crucial for their business than it is now online.
Producers depended on one-to-one relationships to grow their business and reach potential
customers. Now, though it is important to have a mutually beneficial relationship, it is much
easier to advertise and sell through websites and social media networks. Regardless of the time
or place in history, influencers and positive consumer reviews have a significant effect on an
individual or organization’s reputation and the number of potential buyers.
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Kelleher says, “The better the long-term relationships between your organization and the
public, the more likely you are to achieve your goals.” Explain this concept, providing at
least two reasons why this is true in your response.
Kelleher’s statement about the significance of building and maintaining long-term mutual
relationships relates directly to creating a business that genuinely supports their publics. Public
relations as a profession focuses on the mutually beneficial dynamics between organizations and
their publics (Lecture Day 1). Kelleher describes “maintaining relationships is an end in itself” as
the key to achieving an organization’s personal goals (Kelleher ch. 4, p. 79). Generating good
publicity can only do so much for a brand in times of crisis, but having a loyal and satisfied
publics can go so much further. A method of creating these connections can be done through
participatory media. Participating in media allows communities and publics to actively engage
with an organization (
Oxford
). This allows external publics to feel valued, represented, and
included in the outcome of a business. This is increasingly important on social media because it
gives the consumers a voice, and if done correctly, an organization will use this feedback to
better themselves on behalf of their publics. Thus, a business can prevent crises and unhappy
costumers in the future if it prioritizes the publics’ opinion from the get-go. In a scenario where a
brand may receive negative news coverage, they will not be criticized as harshly if they have
previously improved on behalf of their customers. Genuinely caring about their audience allows
the publics to genuinely care about the brand. Customer satisfaction is a core part of any
individual and organization’s success. By voicing and acting on their publics’ concerns, a
company can improve and prosper in the long run. Similarly, being concerned with the customers
allows the customers to be concerned with the organization. A consumer is likely to defend an
organization in crisis that has personally supported them than they are of an organization that
feels one-sided. A goal in public relations relates to what the organization or company would like
to achieve from their internal and external audiences. If the goal of a company is to have
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favorable publicity, they must act accordingly with their publics to create this goal. This is done
directly through maintaining those crucial long-term relationships. Fundamentally creating an
organization that is authentic and trustworthy cannot be done without the mutual connection
between companies and their publics. Though it is not easy, emphasizing the publics’ voice is
what maintains the relationship between the organization and their internal and external
audiences. If a brand isolates its customers so they feel inadequately represented, they will not
receive good publicity or promote their businesses. Ultimately, a brand will be able to
accomplish its goals of sales and good publicity, through beginning and remaining concerned
with its various publics.
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A. Why are relationships with employees one of the most important types of relationship to
an organization? Provide two reasons in your response. B. Pick one brand and describe
how it “proves with action” the importance of its employees.
Employee and labor relations or “Industrial Relations” are arguably more important than
those of customers or media relations (Lecture Day 6). Employees are considered internal
publics of an organization, as they are affiliated directly with the business. An organization can
successfully maintain these relationships through relational maintenance strategies that include
openness, positivity, and assurances (Kelleher ch. 4, p. 88). Think of an organization or
corporation as a community, it cannot operate without individual roles and experiences. If there
are no participants in the community, the community with fail. Employees are the fundamental
base of the functionality that any organization needs. For example, if a business creates a product
with extremely high demand, it doesn’t matter if they could make billions of dollars off the
product if they don’t have the resources to produce it. A business must engage with all branches
of its internal organization for the business to operate (
Forbes
). Thus, if any percentage of
workers are unsatisfied with the work conditions, safety standards, or unfair wages and they
voice it to the organization, the organization should adjust accordingly to their satisfaction. In a
scenario where a brand treats its workers unethically, they are at risk for labor strikes, production
issues, and negative press. Being concerned for the general welfare and well-being of employees
shows customers and stakeholders that they genuinely care about all of the members of their
organization. In scenarios where there is workplace sexual harassment, an organization as a
whole is responsible for the actions of another individual (
Forbes
). It is essential to improve
workplace communication and address sexual harassment so that workers can feel safe in their
employment. External publics like consumers are less likely to support a brand if they do not
maintain ethical conditions for their employees (
Qualtrics
). Additionally, stakeholders are less
likely to invest their money in corporations if there is a possibility that they could damage their
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reputation by associating with a brand with negative labor relations (
Investor Business Daily
).
Adjusting work standards on behalf of the employees generally creates positive publicity, just
because there is less negative criticism of the organization. Massive organizations like Amazon
and SHEIN are examples of corporations that have been exposed for their unethical treatment of
their employees. As a result, they have had significant media coverage that has damaged their
reputation and the success of their business (
The CEO Magazine
). It is clear that the relationship
between corporations and their employees affects more than just the individuals, but the
customers, investors, and organization as a whole.
An individual who has recognized the significance of employee relations in their
organization is none other than the “music industry itself”, Taylor Swift. The United States leg of
the “Eras Tour” has an assumed total gross of over 1.4 billion dollars (
CNN Business
). The Eras
Tour consisted of fifty-three sold-out shows across the U.S., where Taylor Swift performed 14
years of music for three consecutive hours. Swift acknowledged the efforts of the entire Eras
Tour team, who truly made each show a religious experience (Annabelle Cooley). Recently, the
extensive “Eras” staff have received bonuses, a total of over 55 million dollars (
People
). The list
of workers includes her dance team, sound technicians, and each stadium’s security guards. Each
of Swift’s truckers received $100,000 as a thank-you for all of their time and effort in the
craziness of the tour (
Forbes
). For context, the average expected bonus ranges from “$5,000 to
$10,000” (
CNN Business
). Additionally, Swift wrote a handwritten letter to each of the fifty
drivers, acknowledging their four-month sacrifice. These bonuses were an action taken by Taylor
Swift to show her gratitude and appreciation for her staff. There has been no negative press
regarding the conditions under which the Eras team has worked, the environment that they
worked in was high-stress and had extremely high expectations. It is fair to assume that the Eras
team was well represented by Taylor Swift, whether they were a part of her personal staff or
those of the stadiums. Ultimately, by genuinely recognizing the effort and time that went into
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creating the success of the Era’s Tour at the individual level shows the extent to which Taylor
Swift values employee relations.
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