Creating online communities to build positive relationships and increase engagement in not-for-profit organisations

The introduction of social media and social networking sites (SNSs) such as Facebook, has created public relations opportunities for not-for-profit (NFP) organisations that are substantially different from those available via traditional websites. Of the many types of social media that exist, Facebook is the most valued platform by businesses, which is no surprise as Facebook has the largest user rate and a diverse range of users globally, making it a perfect platform through which organisations can target their stakeholders. Drawing on a recent case study of the use of closed Facebook groups by the Australian Breastfeeding Association (ABA), this paper demonstrates how SNSs such as Facebook can be used by NFP organisations to create online communities that provide support for their stakeholders while building positive relationships that work towards achieving the elusive two-way symmetrical model of communication

Issues and crisis management : James Hardie Industries

This chapter examines how in 2001 James Hardie Industries, Australia’s dominant asbestos producer, used proactive issues management to limit media coverage and influence government policy related to its asbestos liabilities. The chapter then traces the company’s failures to manage the resulting crisis using reactive public relations when its external publics and the intervening public (media interests) became alerted to the corporation’s agenda in 2004. A comparison of the tactics employed in these two campaigns is described

An issues-crisis perspective

Local, national, and global issues affect every aspect of our lives. Many of these issues not only affect people as individuals, but also the corporations for which people work, the governments we elect, and the multiple groups we belong to. Issues such as climate change, loss of habitat and animal species throughout the world, uprisings against governments in many countries, the global financial crisis, childhood obesity, natural disasters, changing mining practices, racial and religious prejudice, excessive alcohol consumption, and the use of child labour have influenced public policy globally. Shifts in public opinion on issues such as these influence how government and business respond, which means that people who feel strongly on an issue and are motivated to take action can quite often bring about change. Once in the public arena, an issue is typically discussed and debated in traditional and online media forums. Opinions are formed by individuals and groups of like-minded stakeholders joining together to discuss, debate, and engage with the issue. As advocacy groups and key publics affected by an issue attract more participants, the intensity of the debate and the profile of the issue are raised. Organisations that have a proactive public relations approach recognise the importance to their operational success of sound reputation and community standing, and value the strength of productive relationships with multiple publics and audiences. They also recognise the risks that unmanaged issues could present to these relationships and to their reputation. This chapter presents the view that issues management requires constant commitment from organisations and public relations practitioners to identify and understand issues, to monitor their growth, and to take action to minimise potential impacts on the organisation

Issues and crisis management : James Hardie Industries

Public relations is a multifaceted practice that facilitates mutually beneficial relationships between organisations and audiences. Crises are unpredictable events that can impact an organisation's viability, credibility and damage and often destroy the organisation's reputation. The size of the organisation is irrelevant, crises can and will happen (Barry 2002; Mitroff 2005). Recent research indicates that even though after the onslaught of a crisis 27 per cent of organisations will fail to exist, the majority remain unprepared (Howell & Miller 2013; Fearn-Banks 2011). Crisis management is now an increasingly important aspect of public relations. As Regester and Larkin (2008, p. 163) observe, organisations should not question whether a crisis will occur, 'it is only a matter of when, which type and how'. When a crisis does occur, the organisation must respond expeditiously using transparent and honest communication

MH370 all lives lost : the ‘Black Swan’ disaster confirmed with a 26 word txt

Today social media has transformed how individuals communicate with each other and also how people now discover and share information. Social media channels such as Twitter, Facebook and Instagram are powerful, influential, and revolutionary model for exposing and diffusing public opinion. For crisis communication practitioners to act effectively on behalf of organisations, they must monitor and track both traditional and new media sources for potential issues, and respond to accordingly. However, when confronted by a 'Black Swan' event such as the loss of MH370, communication practitioners are challenged by not only the event but the new media ecosystem in which they now operate

Marketing public relations : juice it right

The proliferation of media means that consumers are increasingly inundated with commercial messages to persuade them to purchase a particular product or service. As a result, marketers are finding it increasingly difficult for their messages to have the desired impact on consumers. On one platform or another (for example smartphone, tablet or desktop) and either at home, in transit or at work, the World Wide Web (web) is accessible to the majority of Australians. The web provides options to find, reach, communicate with and facilitate consumer behaviour, and has therefore become embedded as a core function in marketing and public relations practice. The web provides an 'all-purpose communication medium' (van der Merwe, Pitt & Abratt 2005, p. 40 ). Organisations must not only be aware of their identity in traditional marketing forums, but also be aware of their corporate image in cyberspace (McLennan & Howell 2010). Social media networks can be used by organisations to build relationships with various publics, and to provide a variety of organisational information and services to a diverse group of direct and indirect stakeholders (Liu et al. 1997)

Regulating consumption with bite : building a contemporary framework for urban dog management

Australian urban animal management legislation prescribes the conditions for owning and living with dogs. UAM follows from the perceived need to provide community members access to public places without dog aggression or other nuisance behaviors. The literature reveals substantial positive aspects related to dog-keeping (e.g., health, happiness, companionship, the pet economy) that are ignored in the traditional approach to urban animal management. Indeed, a paradox exists with the current approach to UAM, as rules that inhibit dogs exercising and socializing likely contribute to dog-problem behaviors. To resolve this paradox, this article proposes an alternative paradigm for the management of dogs. The paradigm suggests initiating social marketing programs to better manage all of the issues involving urban animal management

Marketing public relations : launching FUndies

Academics and practitioners suggest that advertising, marketing’s prime communication tool, has lost its effectiveness due to message saturation and increased cynicism among consumers. As advertising struggles to regain its credibility and audience loyalty, public relations has evolved to be one of the most persuasive tools in the marketing mix. Marketers are increasing their budget allocations to public relations, as its techniques are more effective in reaching consumers and encouraging action, especially in terms of brand building. Public relations is capable of strategically enhancing both relationships with stakeholders and the organisation’s image, thereby leading to a successful attainment of marketing objectives

Digitally driving student engagement to improve pedagogical outcomes

Marketing, advertising, and communication educators face unprecedented challenges as traditional lecture-tutorial methods are transitioned to incorporate or be supplanted by Web 2.0 technologies. A balance needs to be struck for student learning between interpersonal communication, engagement, and knowledge transfer using digital interfaces. Indeed, foresight and planning into the integration of digital and future learning practices should be developed in a manner superior to a university's building plans as technology is clearly going to be the dominant driver in tertiary education (Guri-Rosenblit, 2010). Arguably, digital learning technologies and back-end infrastructure are already more important in student learning than physical campus structures

Regulating consumption with bite : building a contemporary framework for urban dog management

Australian urban animal management legislation prescribes the conditions for owning and living with dogs. UAM follows from the perceived need to provide community members access to public places without dog aggression or other nuisance behaviors. The literature reveals substantial positive aspects related to dog-keeping (e.g., health, happiness, companionship, the pet economy) that are ignored in the traditional approach to urban animal management. Indeed, a paradox exists with the current approach to UAM, as rules that inhibit dogs exercising and socializing likely contribute to dog-problem behaviors. To resolve this paradox, this article proposes an alternative paradigm for the management of dogs. The paradigm suggests initiating social marketing programs to better manage all of the issues involving urban animal management