Treatment group A group of subjects or people in an experiment who receive or are exposed to a treatment. Capture Attention with Updated Features for Video Ads. Facebook Business, F ebruary10, 2016, www .facebook.com/business/news/ updated-features-for-video-ads. Rebuilding relationships usually takes more than just words. Sometimes it makes sense to segment publics based on their role in the communications process. 7. Understands barriers that prevent changes to knowledge, attitude and behavior. Rent From $54.49. Ford specializes in corporate reputation management, senior executive communications, media strategy, and issues and crisis management. The Bureau of Labor Statistics has millions of data points that measure the ever-changing economy. In the early 1990s they cataloged a number of successful relational maintenance strategies, which included the following: Positivity: expressing favorable attitudes, and interacting with partners in a cheerful, uncritical manner. The first chapter of this book cited Arthur Pages principles of public relations management to advocate for allowing employees to speak with their own authentic voices and to follow Pages principle that a companys true character is expressed by its people.54 Is it ethical for organizations to encourage employees to work their networks on social media but then to turn around and claim corporate ownership of those networks and relationships? Also central to the case is the question of the reach of U.S. laws in determining how this property is bought, sold, copied and shared across borders. . Proselytizing The very best campaigns and communication efforts go beyond a two-step communication flow from sender to media and from media to receivers. Here are some tips to consider as you get started with your programs and campaigns, maybe even before you open Google. How did you receive the information? 35. . Economic convergence is evident when multinational advertising, marketing and communication conglomerates like Omnicom, Publicis or Burson Cohn & Wolfe (WPP) conduct their business via subsidiaries operating across the globe. 7. What was your first job in public relations? 78 In advertising and marketing, relationships are a means to an end, and that end is usually sales. The 60-year-old company is one of Fortunes Best Places to Work and Worlds Most Ethical Companies, but in spite of these accolades, its successful business and brand were not translating to well-earned recognition for corporate social responsibility (CSR)at least not beyond its Georgia HQ. Name an organization that would be interested in that information for public relations purposes? See Safeguarding confidences Conflict and controversy (in news), 93, 94t Conflict management, 32024 Conflicts of interest, 34445, B5 Conlon, Jerome, 35253 Consent fatigue, 82 Consequentialism, 174 Constraint recognition, 12930 Consumer Expenditure Survey, 142 Consumer-generated media (CGM), 12 Consumers. In 2018, Rite Aid and the grocer Albertsons called off an agreement to become a single company with the deal facing shaky prospects in a shareholder vote. A goal to improve handwashing behavior is general. JOINING RELEVANT CONVERSATIONS Brands dont always need to be the subject of a conversation to join the conversation. Avoid PR and marketing. Although smaller firms offer greater flexibility and mobility, it has been difficult to match the salaries, benefits and extra perks a larger and better-financed firm can provide. The First Amendment question centers on Musks right to tweet freely and the governments power Tesla CEO Elon Musk exits federal court after the SEC accused him of violating a settlement deal that required him to get pre-approval for social media posts about the electric car company. 14. Are you part of a latent, aware or active public for the issue? Strategy is the underlying logic that holds a plan together and offers a compelling rationale for why we expect a plan to work. Inbound marketing Marketing strategy that focuses on tactics for attracting customers with useful, entertaining or valuable information that customers find on blogs, search results and other forms of online and social media. Public Information and the Freedom of Information Act Intellectual property laws apply to information and ideas that can be claimed as privately owned by people and organizations. 196 CHAPTER 7|IMPLEMENTATION Internal promotions of women to direc- tor-plus jobs increased from 19 percent to 44 percent. 27. As a core ethical value of public relations, expertise means being able to build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. Practicing moral reciprocity (i.e., the golden rule) at the level of organization-public relations requires writing for mutual understanding. A handshake is a common and accepted way to greet others in most business settings, but youll want to use a lighter grip in China and Japan. However, online surveys still serve much the same purpose as paper surveys. Why (or why not)? 3. For example, on March 8, 2018, McDonalds flipped its iconic golden arches on many of its menus, french-fry containers, uniforms, and even one of its giant outdoor signs in the Lynnwood neighborhood of Los Angeles. Transparency Deliberate attempt to make available all legally reasonable information for the purpose of enhancing the reasoning ability of publics; in research, openness in describing and explaining methods. Back when people obtained their news primarily by reading daily newspapers and watching 30-minute newscasts, publics relied on the editorial judgment of the 238 CHAPTER 9|WRITING gatekeepers in these news organizations to decide what news they should read or watch. In China, the government tightly controls and censors the media, including online and social media (Facebook and Twitter are blocked, for example), in what journalist James Griffiths calls The Great Firewall of China.48 Recent studies by think tank Freedom House (an independent watchdog organization dedicated to expanding freedom globally)49 found that freedom of press is worsening in countries like Brazil, Argentina and Colombia, too.50 Knowing if and how media are controlled can impact the channels you choose to communicate with your publicsand how effective those channels are. In 2012, Coca-Cola was the number one brand in the world, but by 2017 it had slipped to fourth place behind Apple, Google and Microsoft on Interbrands list of best global brands.39 In recent years sugary drinks have been identified as culprits in the fight against obesity. Focus groups are essentially group interviews. In management by objectives (MBO), planners consult with their organizations and clients to determine appropriate objectives for which they will be accountable. Impacts The broadest and furthest-reaching results of public relations efforts, often stated in terms of societal benefit. Slander and libel are both forms of defamation, which is any statement that injures someones reputation. Loyalty is a core value of public relations. A smaller but dedicated and engaged audience base is more valuable than a large audience thats disengaged. 9.4 Compare and contrast business writing and social media writing. Appropriation: Can you use that picture of Priyanka Chopra on your Facebook event page? A few examples are contractions (we will or well? Please take a moment to review some changes to our Terms and Data Policy. Of course, the concept of media attention today is much broader than making news in newspapers, magazines, television and radio. 10. Net neutrality is the idea that internet service providers (ISPs) should allow all internet users equal access to content, without giving some content providers a fast lane or slowing or blocking other content providers. That all is it OK, and when would you consider it to be plagiarism? The United States certainly exported some aspects of PR practices after World War II, but no doubt American executives also learned from working in Asia, Europe and South America during the same time period. Public relations professionals must careinfluencers who fully vet and select the influencers who can authentically connect with their can authentically audiences and who genuinely love the organizations they will represent. The concurrent trends of integrated communication strategy and increased channels for communication have set the stage for some interesting hybrids. Think about your own social media profile. For What kind of message testing have you conducted? In addition to being a newspaper reporter, Foote has led advertising sales teams, helped develop strategy and launch websites, and developed and managed public relations for Tom Business Writing 249 Joyner and his media company. Do they understand how to register for your service? Nowas youre thinking about legal issuesmay be a good time to review the terms of service for your Instagram, Facebook, and Snapchat accounts. RACE,1 ROPE2 and ROSIE3 are three common examples. Confidentiality may come at the expense of transparency. Whether the behavior of your publics has changed as a result of your efforts. DISCUSSION QUESTIONS 1. After interviewing experts, journalist Elizabeth Shogren concluded that BP had failed to communicate the three key messages the public needed to hear: That BP was accountable for the disaster, was deeply concerned about the harm it caused and had a plan for what to do.18 Not only were they not able to communicate well, they also werent ready to prove it with action. 324 1. The words Im sorry are muttered, but the relationship between the two kids doesnt improve. Throughout the century that has followed, Strange Fruit has served as a painfully important cultural reminder of one of the nations ugliest memories. That first batch of friends and followers may be all you need if youre keeping your account for personal reasons. They send aid workers with blankets, water and first aid. The statement must be published or spoken to at least one other person besides the person who is the subject of the statement. Meta G. Carstarphen and Richard H. Wells, Writing PR: A Multimedia Approach (Boston: Pearson, 2004). Produce has to be canned, frozen or kept fresh during harvesting, packing and shipping. Do you think the Kelly Slater and Chiquita Evans stories still meet these criteria now that some time has passed? . As Wall Street Journals Elizabeth Holmes put it, A picture may be worth a thousand words, but on social media you need a caption.31 Part of the beauty of mobile photo-sharing apps like Engagement Measure of how (likes, shares, comments, etc.) One petition on Change.org asking for the ban to be overturned garnered more than 1 million signatures. The decision between monologic and dialogic public relations parallels questions of one-way versus two-way communication (Chapter 1), asymmetrical versus symmetrical public relations (Chapter 2) and advocacy versus accommodation (Chapter 12). This means you have to work to understand not just the interests of your own organization, but also the interests of your publics. Data available at the time showed that 85 percent of the companys customers were female.27 While naming Dodsworth to this post sent a message, KimberlyClark needed more for any lasting effect. otivations for strategic m communication in history. In managing relationships, you have to make smart choices about when to send a text, when to reply all in an email, when to call someone on the phone, when to tweet, when to send a photo, and perhaps most important, when to turn off all your devices and pay attention to the people in the room with you. well. If your client is the faculty of a local college, some strengths might be a range of faculty projects that benefit local communities or a record of faculty involvement in community TABLE 5.1 EXAMPLES OF SITUATION ANALYSIS STARTERS: PRSA SILVER ANVIL WINNERS CAMPAIGN SITUATION FLEISHMANHILLARD AND KWIS AFLAC: PERCEPTION PLAY IN SOCIAL RESPONSIBILITY FOR AFLAC Chances are youre familiar with supplemental insurance giant Aflac and its quirky Duck. 13. www.nytimes.com/interactive/2015/10/23/business/ international/vw-scandal-timeline.html. Public relations proimplicitly and relies more on nonverbal cues than a low-context fessionals are often in charge of spelling out an organizations goals, policies, culture. Promote your blog. Medtronic, Hurricane Cant Bend the R esolve of Medtronic Employees in Puerto Rico, October 9, 2017, accessed May 21, 2019, http://www.medtronic.com/ us-en/about/news/puerto-rico-recovery-resolve-ofemployees.html. Research in the RPIE Cycle 119 Situation Analysis Good public relations cases read like good stories, and good stories rely on an interesting setting. Describe a relationship that you have as an individual that could be seen as mixed-motive. Does that responsibility fall solely on the social media platforms or also on the individuals and organizations that use them? Simple checklists of tasks with due dates also are helpful in planning. Both its professional relevance and digital savvy make this text the new standard for introductory public relations courses. It sounds obvious, but it takes planning to integrate keywords with your writing. Public domain Works of intellectual property for which the copyright has expired, the creator has forfeited rights, or copyright laws do not apply, making the works freely available for public use. Code-switching Alternating between two or more languages or cultural styles. As Clive Thompson of Wired put it, Transparency is a judo move. Its founder, Jeff Bezos, has been widely heralded as an entrepreneur extraordinaire and a visionary in marketplace innovation. Carefully review the terms of service for one of your social media accounts. Levis quality never goes out of style. Defining Public Relations Publicsits not a term you hear every day outside of classrooms and strategy meetings. Engagement. Kevin Draper, Robert Kraft Apologizes in First Public Comments About Prostitution Case, The New York Times, March 23, 2019, accessed June 18, 2019, https://www.nytimes.com/2019/03/23/sports/ football/robert-kraft-apology.html. Videos (Interactive e-Book) Between two and four videos appear in every chapter of the e-book. Intellectual property is any product of the human mind that is protected by law from unauthorized use by others. MIT Technology Review also uses Getty Images. Why or why not? In low uncertainty avoidance cultures, individuals are more tolerant of not knowing how things will turn out, but it is Long-term orientation Cultural dimension describing the difference between cultures that value long-held traditions and cultures that value entrepreneurship and innovation. 267 Creating engaging content 267 x Text 269 Building relationships and community 276 Community management 277 Influencer and advocate engagement 279 CASE STUDY: MILLIONS SHARE THEIR MICKEY MOUSE EARS FORCHARITY 281 VOICES FROM THE FIELD: SHANE SANTIAGO 282 Ethics: privacy and safeguarding confidences 283 IN CASE YOU MISSED IT 285 Summary 286 Discussion questions 286 SECTION IV CONTEXTS CHAPTER 11 Legal 288 The first amendment 291 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 Copyright, trademarks and patents 296 Plagiarism 296 Public disclosure of private facts 312 Portrayal in a false light 312 VOICES FROM THE FIELD: CAYCE MYERS 313 Fair use 298 Intellectual property issues 301 Public information and the Freedom of Information Act 304 Protecting publics 305 Safety and accuracy 305 CHAPTER 12 Financial information 306 CASE STUDY: TESLA CEO AND FEDERAL REGULATORS GET INTO A TIFF OVER FREE SPEECH 307 Contents International legal contexts 289 Ethics: safeguarding confidenceswho owns your social networks? What Are the Benefits of Social and Visual Listening? Public relations people have to be very careful with that trust. With most traditional news media, youll want to write with AP style. Interviews enable respondents to answer questions in their own terms instead of merely agreeing or disagreeing with statements in surveys or answering questions within the constraints of short-answer questionnaire formats. When about 4,500 of the 5,000 doctors to whom they wrote concurred with the conclusion, Bernays publicized the finding nationally. 10. Public Relations - Tom A. Kelleher 2017-01-04 Engagement. See Social media crisis communication model Snackable content, 274 Snapchat, 186, 210, 245, 259, 260, 260p, 270, 271, 274, 275 Snopes.com, 33435 Social and Environmental Responsibility (SER) audits, 331 Socialbakers, 174 Social listening, 26367, 277 Social media, 26382. To help understand this decision process, University of Missouri Professor Glen Cameron and his colleagues developed a contingency theory of conflict in public relations.4 A contingency theory suggests that the best course of action in any situation depends on the specifics of the situation. Selecting the channels for communication is a big responsibility. This, in turn, leads to the ultimate goal of public health impact, including reducing diseases such as respiratory infections and diarrhea.10 Specifically, the UNICEF toolkit presents the following goal: Increase, improve and/or sustain good hand washing behaviour and form good 158 CHAPTER 6|PL ANNING NGOs, private companies and government agencies all partner to make Global Handwashing Day happen. Sports leagues are notoriously zealous about protecting copyrights. connect with their There are different types of influencers, from high-profile celebrities to audiences and who brand advocates. This feeling, or attitude, is based on your points of contact with the store, its products and its brand. Add to Wishlist. ), writing for social media is generally less formal than business writing. Public relations degree programs offer a series of specific public relations courses designed to prepare students for entry into the field. Recognizes value of reputation, image, public trust and corporate-social responsibility. Target sent this letter to customers after experiencing a credit and debit card data breach. Watch out for scammers . Most consumersmen and women alike support the messages, particularly younger Millennial and Gen Z consumers. com/news/local/govt-and-politics/nagle-howard-deanwas-the-godfather-of-today-s-online/article_27fe18601861-5cd5-8459-e7bfd7be6c71.html. Research on psychographics, on the other hand, answers questions about variables such as the personality types of heavy internet users and their preferences for online content. Which Instagram stories are Social media getting the most views (tuning in)? Lets say you are trying to get people to sign an online petition to make a statement to your local lawmakers. Summative research Research conducted at the end of a campaign or program to determine the extent that objectives and goals were met. 5. In fact, the push for more attention to personal branding in career building has largely been attributed to trends in the economy that are leading workers to take more ownership of their career paths with less reliance on long-term employers. The public relations practitioner arranging the cable news interview may weigh the importance of free speech and vigorous debate as much more important in society than her opinion of the particular stations host and format. 49. http://www2.bloomberglaw.com/public/desktop/document/JENNIFER_E_PATTERSON_v_NATALIE_ D_GRANTHERMS_No_M201300287COAR3CV_/1. 5 (2013): 603605. Working with micro-influencers can be up to seven times more effective than working with top-tier influencers.62 Brand Advocates: Brand advocates are the everyday people who love a brand. When began selling her photography online. There is recognition that social media platforms have power, and some entities have attempted to restrict access and use. . ; 110 Courtesy of Rob Clark; 112 Bychykhin Olexandr/Shutterstock.com; Press Association via AP Images; 114 Cone Communications; 120 Imeh Akpanudosen/Getty Images Entertainment; 126 Photo by LaTerrian McIntosh on Unsplash; 127 Smith Collection/Gado/ Getty Images; 132 Brandy Baker/ The Detroit News; 133 Gil C/Shutterstock.com; 134 ArtBabii/Alamy Stock Photo; 137 Mike Yarish/ AMC/Courtesy: Everett Collection; 139 SAMHSA; 143 Stacy Walsh Rosenstock/Alamy; 144 Used with permission of Employment Policies Institute; 150 Diane Bondareff/AP Images for Timberland; 156 Photo by Jay L. Clendenin/Los Angeles Times via Getty Images; 157 Zia Soleil/Iconica/Getty Images; 159 USAID/ Indonesia, IUWASH PLUS; 162 jaime cross/Shutterstock; 163 Yaacov Dagan/Alamy Stock Photo; 169 Photo by Evelyn on Unsplash; 170 Gene Blevins; 173 Callahan/Shutterstock.com; 177 Sergi Alexander/ Stringer/Getty Images; 180 MANDEL NGAN/AFP/Getty Images; 183 ANDREW CULLEN/AFP/Getty Images; 184 PESO Model created by Gini Dietrich; 186 Photo by Jay Clark on Unsplash; 200 Bborriss.67/Shutterstock; 203 Courtesy of Kristi Camara and Kelly Logan; 204 Courtesy of VWO.com; 211 Courtesy of the Institute for Public Relations; 225 World Bicycle Relief; 226 Silver Screen Collection/Getty Images; 230 World Bicycle Relief; 236 AP Photo/Frank Franklin II; 240 Cision; 245 Casimiro/Alamy Stock Photo; 249 Courtesy of Cornelius Foote; 256 stocksolutions/Shutterstock; 259 Spotify, Share Your 2018; 263 Photo by JC Gellidon on Unsplash; 264 Geoff Livingston/ Flickr/https://creativecommons.org/licenses/by-sa/2.0/; 273 Isabella Dias/Getty Images; Photo by Sina Katirachi on Unsplash; 284 charnsitr/Shutterstock.com; 288 medvedsky.kz/Shutterstock; 290 MaxxStudio/Shutterstock.com; 291 JOSH EDELSON/Stringer/ Getty Images; Sipa via AP Images; Chris Hondros/Getty Images; 293 AP Photo/Ted Anthony; 295 Pool/Getty Images; 297 Courtesy of Stephen Ball; 299 Photo by Roy Rochlin/Getty Images; 301 Courtesy of Kaiser Health News; 302 Cory Doctorow; 305 Stock Montage/Archive Photos/Getty Images; 308 Natan Dvir/Bloomberg via Getty Images; 311 PeopleImages/Getty Images; 313 Courtesy of Cayce Myers; 315 Bloomberg/Getty Images; 319 AyselZDesign/Shutterstock; 320 Courtesy of Dave Carroll; 323 AP; 327 AP Photo/Kevin Hagen, File; 328 Courtesy of brandalism.org.uk; 334 Bettmann/Getty Images; 340 Tom Williams/Contributor/Getty Images; 343 Courtesy of Barry Finkelstein; 349 Finnbarr Webster/Alamy Stock Photo; 351 chuyuss/Shutterstock; 353 AngieYeoh/ Shutterstock; 355 Home Bird/Alamy Stock Photo; 362 Mobile Technology and its Social Impact Survery 2018, Pew Research Center; 363 AP Photo/Bullit Marquez; 368 Jacques Witt/Sipa/Shutterstock; 374 enricobaringuarise/Shutterstock; 382 The Holmes Report; 386 Photo by Croissant on Unsplash; 390 Public Relations Society of America; 393 Courtesy of Krislyn Hasimoto; 395 de-focus/Shutterstock.com. Listening to what they have to say on social media is another. hundreds of thousands of dollars for a Where might you find pizza in a public relations budget? Simply winging it is a recipe for disaster. Ensures discussions allow key stakeholders the opportunity to express opinions. 56. 2.2 Integrate knowledge of social history with knowledge of public relations. The goal is to have people sign the online petition. KEY TERMS Ethics 16 Accredited business communicator Feedback 10 (ABC) 24 Accredited in public relations (APR) 24 Flaming 14 General public 2 Authenticity 7 Integrated communication 15 Conversational voice 14 Listening 10 Crowdsource 6 Management function 11 Deontological ethics 21 Nongovernmental organization (NGO) 2 Distributed public relations 15 Organization 2 Dominant coalition 17 26 CHAPTER 1|PRINCIPLED PUBLIC REL ATIONS Proactive 10 Public relations 3 Publics 2 Reactive 10 Social media influencer 7 Spin 7 Transparency 8 Two-way communication 10 C HAP TE R 2 Public Relations Models Through the Ages Promoting burgers on the menu of a restaurant chain famous for its pancakes is a tall order. Facebook. How could the situation be avoided? But a fuller history recognizes the contributions of many other innovative communicators and strategists. Enjoy BK Caf Coffee for a month for the price of a large cappuccino from Starbucks.19 Quick-service restaurants, like Burger King, are using mobile apps to meet the growing demand for convenience from millennial and GenZ consumers, who dont want to wait in long drive-thru lines. 62. 12.7 Assess competing values in ethical conflicts of interest in the context of public relations issues and crises. Samuel D. Warren and Louis D. Brandeis, Right to Privacy, Harvard Law Review 4 (1890): 193. Rachel Hosie, How Personal Space Boundaries Vary in Different Countries, The Independent, May 2, 2017, www.independent.co.uk/life-style/personal-spaceboundaries-different-countries-argentina-uk- romania-a7713051.html. Jason Bercovici, Director of Creative Strategy for Exponential, recommends understanding your objectives with the video: If you want people to click and visit your website, keep it short, but if you want people to watch, then go long, with 2to 6 minutes being ideal.45 Shorter videos continue to reign in Instagram and Snapchat stories. With mobile devices and localization technology (e.g., GPS), we can engage publics almost anywhere they goeven a competitor. Chapter 11, Legal, discusses law and policy. 9. https://www.ibm.com/thought-leadership/wimbledon/ uk-en/ NOTES 405 10. http://www.greatplacetowork.net/best-companies/ about-applying-to-best-companies-lists/how-youreevaluated 11. Search engine results that are generated because of their relevance to the search terms entered by users and not resulting directly from paid placement as advertising. 62. Southwest Airlines spotlighted these loyal customers with its Behind Every Seat Is a Story campaign, which featured the individual stories of 175 passengers (also the number of seats on its Boeing aircraft).63 The result? How can we participate in the marketplace of ideas if the only way to work with someone elses ideas is to obtain their permission and pay for the right? LATENT, AWARE, ACTIVE According to Kurt Lewin, a pioneer in social and organizational psychology, There is nothing so practical as a good theory.14 A good example of practical theory in public relations is James Grunigs situational theory of publics. The story, which also was featured on the AP wire and the NBA website, started with an interesting vignette: After over three hours of sitting, waiting and stressing, Chiquita Evans heard her name called. provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.64 Advocacy is a no-no in the SPJ Code of Ethics, where journalists are advised to distinguish between advocacy and news reporting. Analysis and commentary should be labeled and not misrepresent fact or context. Because they have not voluntarily exposed themselves to public figure, the increased risk of injury from defamatory falsehoods, they are also more destandard for serving of recovery. 8. When communicating to meet specific goals and objectives, we have to carefully analyze the pros and cons of various media for communications between organizations and publics. By definition, public relations is building and maintaining mutually beneficial relationships between organizations and publics. Netflix? That said, if your boss messages you with a lunch invitation, you may want to think twice before you respond with Yassss! or a clever GIF that she doesnt relate to the way you and your friends do. As Is this an example of ethical utilitarianism? What do you need to add, remove or change to bring your grades up? Consider the seven-step process in your answer. The Peace Corps, an organization that sends thousands of young people abroad into different global communities every year, defines culture as a system of beliefs, values, and assumptions about life that guide behavior and are shared by a group of people.8 The concept of culture applies to any group, not just groups defined by race, ethnicity or nationality. Managing Issues Organizations face all sorts of issues that can develop into crises, if they are not managed appropriately. The targets are still labeled customers, buyers and audiences, but the fact that content marketing involves organizational storytelling and communication engagement that likely reverberates well beyond sales makes it an important point of integration in an organizations CHAPTER 3|CONVERGENCE AND INTEGR ATED COMMUNICATION communication efforts. Nongovernmental organization (NGO) A group of people organized at the local, national or international level, often serving humanitarian functions and encouraging political participation. You can make creative and strategic decisions about how the message is produced (or at least you contract the people who do). Understanding pricing strategy requires knowledge of psychology and economics among other social sciences. Everyone, even hiring managers, understands that you have a personal life. When analyzed together, this gave us a more holistic, accurate view of how we were tracking against our objectives. OTHER WAYS OF SEGMENTING PUBLICS Depending on the context, public relations strategists may choose to segment publics in a number of other ways. 6.4 Identify key categories of public relations budget items. In response to sweatshop and child labor problems that arose in the 1990s and persisted well into the 2000s, both Nike and Gap began funneling considerable resources into preventing further supply chain issues.

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