Professional Documents
Culture Documents
Public Relations
Definition Goal Measurement
Yes
Lowest common denominator Outlandish behavior as marker of creativity and means to end Celebrity gossip Low-level scandal Repentance and forgiveness Exception: allegation or conviction of heinous crime
Yes and No
Conflict is good for voters and the media Allegations of bad anything are damaging because they sow seeds of doubt The higher the office, the less likely the holder will apologize for mistakes A difference between politics and public relations the role of ethics Effects of cumulative damage
Yes and No
Product introduction Product failure or serious side effect How corporations handle disasters varies widely
No
Public good trumps all Higher-education presidents are perceived as most credible leaders in U.S. Cannot afford to squander reputation The more selective the institution, the more selective the media in which the institution wants to be seen
Not marketing An exchange; a quid pro quo transaction Narrow public customer, consumer or client, not all publics Truth telling and stretching
Therefore: Reputation is everything. Ethical imperative: Tell the truth, and do the right thing.
Meaningful: Qualitative and quantitative research to measure opinion before and after change Message recall Comparison to competitors Moving the meter: influencers take action recruit or make a gift