4460 optional blog: Redefining public relations

Every new public relations student is taught (and hopefully memorizes) the textbook definition of public relations. While the basic foundation of PR--helping to spread information about a person or business--hasn’t changed, the methods have. Nowadays, public relations doesn’t bear much similarity to the practices of twenty or thirty years ago. The changing landscape of media requires that a new definition for public relations be created. The only question is, what should the new definition be?

According to this article by the New York Times, the Public Relations Society of America is attempting to craft a more modern definition of public relations, one that better reflects our shifting media. PRSA last updated its definition in 1982, and enough has happened since then that a revision seems necessary. PRSA will have to take into consideration the new terms that have been created to explain the new face of PR: terms like buzz marketing, word-of-mouth marketing and earned media.

PRSA began the process on September 30, gathering together different public relations groups in an attempt to brainstorm new ideas. They’ve also created a word cloud to see what commonly pops up when people think of public relations. People will be asked to write a sentence using the template: “public relations (does what) with or for (whom) to (do what) for (what purpose),” according to the New York Times article. The public relations groups will review the entries on Dec. 5 and then come up with 3 proposed definitions, which will then be voted on by the general public. PRSA hopes to announce a new definition by the end of the year.

This does not sound like a bad idea at all. A more up-to-date definition will ensure that PR practitioners don’t stray ethically or make a mistake. It will help to clarify what public relations is to the public, and can help to create a better public image of PR as a whole. A lot has changed since 1982. Public relations, especially as a form of communication, are required to change as well. Revising the definition is a logical first step, and I would argue that it’s a great exercise for a PR practitioner to write their own version of the template posted above. It would help us all to remember why we chose PR and what it means to us.

4460 blog 12: Home is Calling, on the Internet

These days, many people are out of work and more are looking to stretch a budget when they go grocery shopping. These consumers are cutting down on the amount of time spent eating out, which is good news for packaged food companies. It’s not great news, however; a lower budget means foregoing nonessential grocery items or buying generic grocery items. Many of these companies need to reach out to the consumer on a personal level, and they are having to fight hard to reach the budget-savvy consumer. Many of these companies are using online platforms to reach out to their customers.

According to this article, General Mills is using its Betty Crocker brand to expand its presence online. Betty Crocker has more than 1.4 million fans on its Facebook page, many of whom are under 35. These fans are connecting with the Betty Crocker brand through Facebook or applications and swapping recipes. Betty Crocker has begun producing e-books to reach its fans as well.

Pillsbury, another GM brand, is also utilizing the Internet to reach out to customers. Pillsbury is using a series of commercials from 2008 and broadcasting them online, hoping to remind consumers that they grew up with Pillsbury and use that nostalgia to their advantage. Especially during the holidays, Pillsbury wants people to remember the feelings of family that were experienced while, say, consuming a crescent roll. The idea is to utilize that emotional connection so that consumers will select Pillsbury over a cheaper generic brand, simply for the emotions that Pillsbury evokes. Since so many people are using Internet recipes to create meal plans and holiday menus, the importance of an Internet presence for older companies like Pillsbury and Betty Crocker can’t be overstated.

These tactics are showing results, as well. In General Mills’ first fiscal quarter, sales increased 5% from the same period a year ago, according to the article. This means that the campaigns are reaching consumers personally, which is the intention. The Internet is an underutilized platform for marketing among brands like Pillsbury and Betty Crocker. These brands are having to redefine themselves in the online age, and come up with both new and familiar forms of marketing to consumers.

4460 blog 11: Brett Ratner Steps in It

Recently, director Brett Ratner was chosen to co-produce the Oscars. This is a big deal, and lends a lot of credibility to the reputation of the person chosen. His friend Eddie Murphy was slated to host, and everything looked peachy. Until Ratner showed up at a public event to do press for his latest movie (which stars Murphy) and let slip a gay slur. He then went on the Howard Stern show and discussed his sexual life frankly. A public outcry followed and Ratner issued an apology for his “thoughtless bigotry.” Days later, Ratner stepped down as the co-producer and Murphy stepped down as host soon after.

Brett Ratner has always been seen as a sort of rebel among directors. He likes the party lifestyle, and he gives uncensored interviews to people. Normally, this is not a problem, but as soon as Ratner aligned himself with the Oscars, he should have understood that his public persona could reflect badly on his job. His use of the gay slur and sexual conversation were not the sort of publicity the Oscars were expecting. Ratner should have practiced good PR or hired someone to help him practice good PR. He was doing press interviews for his new movie and should have also been speaking on how excited he was to host the Oscars and contribute to that legacy, not throwing out thoughtless slurs.

Once the mistake was made, Ratner made the right choice to step down and issue an apology. He also spoke about taking a break to think about why he used the slur. These are good PR tactics, but Ratner could have gone further. It is customary for movie stars or athletes to issue a PSA when they make a mistake like this, and since Ratner is a director he can utilize those skills to help support the gay community. He could have also made a donation to charity. Actions always speak louder than words, and it is not enough to simply hear that he is sorry. He will need to demonstrate his regret as well. As for Eddie Murphy, who didn’t do anything except align himself with Ratner, the situation is a bit more murky. Murphy is trying to stage a comeback in his career right now. He didn’t say anything about the slur, but he will be doing press for his new movie, and it is only natural that he’ll be asked about this situation. Murphy will have to decide what to say, how much to talk about, and when to say it. This situation is not irreparable, but it is a good example of the necessity of good PR and the damaging effect bad PR can have.

4470 blog 3: ethical codes in PR and advertising

As public relations students, it is important to understand and examine the codes of ethics and apply them to our everyday lives. The ethics codes had some similarities across the board, but they are different as well since they have to adapt to the different forms of communications. Public relations practitioners are perceived as being dishonest spin doctors, and so the biggest items the PRSA code emphasizes are the importance of honesty and accuracy. These are obvious tenets every PR professional should be following without even thinking about it. Following these ethical codes allows the PR practitioner to make the right decisions. As someone who wants a job in the public relations field, I obviously respond most strongly to the PRSA code of ethics.

However, the American Advertising Federation’s code of ethics covers some important ground as well. They emphasize the importance of telling the truth and keeping the public informed, which is vital to anyone working in a consumer-dictated industry. Both ethical codes are insistent on informing the public and being ethically transparent to their consumers. Obviously, the ethical codes should be as natural as breathing, but it is good to have rock solid rules to follow. They leave no room for creative interpretation. They also help create a standard for behavior which allows the public to trust both PR members and advertising practitioners. This is vital because it ensures that the reputation of the fields as a whole will be trusted and not tarnished. Over time, as both PR and advertising industries practice ethical decision making, the public will become more inclined to trust these industries and believe them when they give their word. Trust is the most important currency in these fields.

Obviously, since I’m going into the public relations field, I’m not expecting to do much in the AAF’s code of ethics. I’m going to be dealing with people in the advertising field and it is important to be aware of the codes of ethics they’re going to be following. If I’m working with an advertiser who is acting sort of shady, I’ll be more educated and better able to call them on their missteps. It’s definitely important to understand how everyone should behave, not just me.

Ethical codes are there for a reason, obviously. Listening to them ensures any decision made is ethically correct and there is no room for mistakes or misunderstandings.

4460 Blog 10: LG's smart advertising

People who have cable TV are familiar with advertisements that are placed on their viewing guides. Others, who view their TV shows online through services like Hulu, are used to advertisements running before or during the show. Advertisers have had to get creative in this new age of DVR, and one of the newest ideas comes in the form of Internet-connected televisions. LG is coming out with a product called the Smart TV, which allows a viewer to use their TV as a traditional set and as an Internet browser. Viewers will be able to watch regular TV browse an app store for games and other items, and watch movies and shows from Hulu and Netflix, all in one place.

Part of LG’s Smart TV launch is a deal with a company called YuMe, which provides video ads and software to different platforms. This deal includes a third party, Toyota Motors. Basically, according to this article, Toyota will be able to place ads for its 2012 Toyota Camry so they are visible when the TV is being used to search or in the TV’s app store. Internet-connected televisions have grown in popularity and are fast becoming the must-have type of TV.

This deal betwen LG, YuMe and Toyota is new, but it won’t be for long. Advertisers are having to come up with new ways of reaching audiences, and this is a logical next step. People who are viewing the TV and see an ad for the 2012 Camry will be able to click a link if they are so inclined and discover more about Toyota’s product. This is practically seamless integration into the new forms of technology. YuMe will eventually be able to adapt the ads to the viewer preference, much like Facebook does today. In the article, this deal is spoken of as if it is an entirely new form of advertising, but I disagree. It does feel like this is the next logical step since advertising is having to change the way that products are marketed to people. A 30-second ad which runs before a TV show has loaded is not unfamiliar to people at this point and a banner ad which shows up during a search screen is a minor annoyance. LG is just getting ahead of the curve in the way that it utilizes its platforms.