For this assignment, you will investigate a social media public relations (PR) campaign by an organization. Some examples of platforms are LinkedIn, Twitter, Facebook, Google+, Pinterest, and YouTube. The organizations can be national or local to your area. In this assignment, you will need to include the following components: Provide information about the social media platform. Provide information about the organization and its campaign. Discuss the campaign based on the information discussed in the Unit V Lesson. (Is it effective? What, if anything, can the organization do to improve PR through social media?)  UNIT V STUDY GUIDE Relating Effective Communication Techniques to Public Relations and Marketing Course Learning Outcomes for Unit V Upon completion of this unit, students should be able to: 4. Relate effective communication techniques to public relations and marketing. 4.1. Investigate a social media public relations campaign for an organization. 4.2. Describe ways an organization can improve public relations through social media. Course/Unit Learning Outcomes 4 4.1 4.2 Learning Activity Unit Lesson Unit V Presentation Article: ‘Investigating the Effect of Internet Marketing on Customers’ Decision to Purchase (Case Study: Amico Industrial Group)’ Unit V Assignment Unit Lesson Unit V Presentation Article: ‘Investigating the Effect of Internet Marketing on Customers’ Decision to Purchase (Case Study: Amico Industrial Group)’ Unit V Assignment Unit Lesson Unit V Presentation Article: ‘Investigating the Effect of Internet Marketing on Customers’ Decision to Purchase (Case Study: Amico Industrial Group)’ Unit V Assignment Reading Assignment In order to access the following resource, click the link below. Fadaei, M. (2016). Investigating the effect of internet marketing on customers’ decision to purchase (case study: Amico Industrial Group). International Journal of Information, Business and Management, 8(2), 134–144. https://libraryresources.columbiasouthern.edu/login?url=http://search.proquest.com.libraryresources.c olumbiasouthern.edu/docview/1778467576?accountid=33337 Click here to view the Unit V Presentation. Click here to view the Unit V Presentation transcript. Unit Lesson Introduction In the first half of the class, the discussion centered on communication. In this unit, the focus will be on using communication techniques to effectively establish public relations and marketing for an organization. Marketing departments are concerned with advertising and public relations (PR), and the communication channels they use have radically changed in the last few years due to new technology platforms. Both advertising campaigns and public relations are concerned with publicity—sending a message to the audience (established customers and potential customers) about a product or service that the organization offers. In Forbes, Robert Wynne (2014) explains in his article, ‘The Real Difference Between PR and BBA 2026, Organizational Communication 1 Advertising,’ that advertising is considered to be paid media while PR is considered be earned media. Each UNIT xtoSTUDY GUIDE type of media platform—magazines, newspapers, television stations, websites, and so forth—has specific Title sections where paid advertising appears. With PR, the message moves outside of these paid-for sections into a story or the editorial section, which falls under the category of promotional activities. They often are concerned with more subtle publicity, involving relationship building and forging a mutual-trust relationship with the audience. This helps develop credibility. Communication Channels Communication channels are constantly changing in modern society. Media and communication models that have been established over the years have undergone fundamental changes, primarily due to the introduction of the Internet into our lives. Effective marketing communication in both PR and advertising depends on developing a compelling message and delivering it to the right audience. Traditional media sources, such as television, radio, and print, still exist and are viable options but are limited in scope when compared to online media. The Internet offers an almost borderless way to transmit communication to the world’s population. The trusted third party discussed by Wynne (2014) may no longer be a network or newspaper reporter, but instead, it may be a person on social media with thousands of people who follow his or her channel. Case Study: KitchenAid and Twitter Social media platforms are simply websites that allow people to communicate informally with others through written messages, photographs, audio clips, or videos. Each social media platform offers unique opportunities and challenges. Twitter is just one platform in a vast world of online media and offers a business almost instant worldwide communication with customers and potential customers. This can allow for effective PR, but it can also damage a company’s reputation just as quickly. For instance, KitchenAid posted a tweet about President Obama’s grandmother during one of Obama’s debates. The tweet said that President Obama’s grandmother had known his presidency was going to be bad and chose to die three days before he became president. The tweet was quickly deleted, and KitchenAid issued an apology. Cynthia Soledad, a senior member of the company, admitted that a junior staff member had been handling the company’s social media accounts, and the sentiment was in no way representative of the values of the company. KitchenAid tweets an apology. (Allen, 2012) The problem with using social media is that the information remains online—even if the company wants to delete the message. Mistakes like this can very quickly circulate from person-to-person (known in popular terminology as going viral) and damage a company’s PR image. Trends in Social Media In order to take advantage of the Internet, organizations also need to be aware of new trends. Whenever companies develop new online platforms for communication and PR, marketing has to change. For example, Twitter was created in 2006. Originally developed to send messages containing 140 characters or less to registered users, the site evolved to adding promoted tweets and promoted accounts in 2010. In 2015, promoted tweets are no longer limited to 140 characters. This platform changed, and the companies who use it have to change as well. The promoted accounts and promoted tweets move the platform away from the idea of pure PR and more into the realm of advertising. This is another area that marketing departments need to consider. Advertising pushes its point of view onto the consumer, basically saying the advertised aspect of the product is what BBA 2026, Organizational Communication 2 everyone should find important. PR takes the opposite point of view and focuses onxthe people who are UNIT STUDY GUIDE actually engaged in the discussion. PR does not fall under the same category Title as advertising, and when companies pay to have their tweets promoted, it can seem disingenuous to the consumer. Case Study: The Dove Campaign for Real Beauty and the Dove Self-Esteem Project One way that companies manage to promote their product through social media channels, including paid placement in those channels, is to focus on outside social issues. The Dove beauty brand is a good example of an organization that used a PR campaign on social media to advertise beauty products. The Dove Campaign for Real Beauty started a global conversation through social media about creating a wider definition of beauty after a major study, The Real Truth About Beauty: A Global Report, proved that the current definition of beauty for women was limiting and unattainable (as cited in Dove, 2016). Beginning in 2004, Dove used various social media platforms to raise awareness of this issue (Dove, 2016). First, Dove created an advertising campaign featuring real women whose appearances are outside the stereotypical norms of beauty (Dove, 2016). The advertisements invited people to ‘vote’ on the women’s level of beauty at campaignforrealbeauty.com. This blended approach featured a paid advertisement with PR at the website. When the customers (and potential customers) visited the website to vote, Dove was not directly selling its product. Instead, Dove was focused on boosting women’s self-confidence. Each following year, Dove launched a new part to the campaign. One of the biggest successes occurred in 2006, when Spain banned overly thin models from its fashion runways. Dove produced Evolution—a short film on the social media site, YouTube—that depicts the transformation of a woman into a model, complete with makeup and Photoshop effects. Please see the Suggested Reading section if you are interested in viewing the short film. Those engaged in social media did not see the company as trying to promote itself, but rather, the company was viewed as trying to promote women and a healthy beauty image. The message had more impact with the receivers because it is presented as promotional material rather than advertising. Research has demonstrated that editorial commentary (supplied by a PR promotion) is valued almost as much as word-ofmouth advice from family and friends. This carries far more leverage with the consumer than advertising (Wynne, 2014). The Dove campaign had the best of both worlds: friends and family chiming in and the full weight of the organization’s PR department behind it. References Allen, F. (2012, October 4). KitchenAid attacks Obama’s grandmother, then apologizes. Forbes. http://www.forbes.com/sites/frederickallen/2012/10/04/kitchenaid-attacks-obamas-grandmother-thenapologizes/#5588b71a7073 Dove. (n.d.). The ‘Dove real beauty pledge’. https://www.dove.com/us/en/stories/about-dove/dove-realbeauty-pledge.html Wynne, R. (2014, July 8). The real difference between PR and advertising. Forbes. http://www.forbes.com/sites/robertwynne/2014/07/08/the-real-difference-between-pr-and-advertisingcredibility/#5bbe0cb22700 Suggested Reading In order to access the following resources, click the links below: Dove. (n.d.). The ‘Dove real beauty pledge’. https://www.dove.com/us/en/stories/about-dove/dove-realbeauty-pledge.html Piper, T. (2006, October 6). Dove evolution [Video]. YouTube. https://www.youtube.com/watch?v=iYhCn0jf46U&feature=youtu.be The resource below points out some of the key differences between public relations and advertising. Copy BBA 2026, Organizational Communication 3 and paste the link into your browser to view the article. UNIT x STUDY GUIDE Title Wynne, R. (2014, July 8). The real difference between PR and advertising. Forbes. http://www.forbes.com/sites/robertwynne/2014/07/08/the-real-difference-between-pr-and-advertisingcredibility/#5bbe0cb22700 Learning Activities (Nongraded) Nongraded Learning Activities are provided to aid students in their course of study. You do not have to submit them. If you have questions, contact your instructor for further guidance and information. Apply What You Have Learned Consider organizations where you have worked in the past or where you are currently employed. How does the organization use social media? Do you believe it is effective? Why, or why not? BBA 2026, Organizational Communication 4 Purchase answer to see full attachment Explanation & Answer: 3 pages Tags: organizational communication decision analysis possible outcomes total payoff total probability User generated content is uploaded by users for the purposes of learning and should be used following Studypool’s honor code & terms of service.

MLA In-Text Citations: The Basics

Guidelines for referring to the works of others in your text using MLA style are covered throughout the MLA Handbook and in chapter 7 of the MLA Style Manual. Both books provide extensive examples, so it’s a good idea to consult them if you want to become even more familiar with MLA guidelines or if you have a particular reference question.

BASIC IN-TEXT CITATION RULES

In MLA Style, referring to the works of others in your text is done using parenthetical citations. This method involves providing relevant source information in parentheses whenever a sentence uses a quotation or paraphrase. Usually, the simplest way to do this is to put all of the source information in parentheses at the end of the sentence (i.e., just before the period). However, as the examples below will illustrate, there are situations where it makes sense to put the parenthetical elsewhere in the sentence, or even to leave information out.

General Guidelines

• The source information required in a parenthetical citation depends (1) upon the source medium (e.g. print, web, DVD) and (2) upon the source’s entry on the Works Cited page.
• Any source information that you provide in-text must correspond to the source information on the Works Cited page. More specifically, whatever signal word or phrase you provide to your readers in the text must be the first thing that appears on the left-hand margin of the corresponding entry on the Works Cited page.

IN-TEXT CITATIONS: AUTHOR-PAGE STYLE

MLA format follows the author-page method of in-text citation. This means that the author’s last name and the page number(s) from which the quotation or paraphrase is taken must appear in the text, and a complete reference should appear on your Works Cited page. The author’s name may appear either in the sentence itself or in parentheses following the quotation or paraphrase, but the page number(s) should always appear in the parentheses, not in the text of your sentence. For example:

Wordsworth stated that Romantic poetry was marked by a “spontaneous overflow of powerful feelings” (263).

Romantic poetry is characterized by the “spontaneous overflow of powerful feelings” (Wordsworth 263).

Wordsworth extensively explored the role of emotion in the creative process (263).

Both citations in the examples above, (263) and (Wordsworth 263), tell readers that the information in the sentence can be located on page 263 of a work by an author named Wordsworth. If readers want more information about this source, they can turn to the Works Cited page, where, under the name of Wordsworth, they would find the following information:

Wordsworth, William. Lyrical Ballads. Oxford UP, 1967.

IN-TEXT CITATIONS FOR PRINT SOURCES WITH KNOWN AUTHOR

For print sources like books, magazines, scholarly journal articles, and newspapers, provide a signal word or phrase (usually the author’s last name) and a page number. If you provide the signal word/phrase in the sentence, you do not need to include it in the parenthetical citation.

Human beings have been described by Kenneth Burke as “symbol-using animals” (3).

Human beings have been described as “symbol-using animals” (Burke 3).

These examples must correspond to an entry that begins with Burke, which will be the first thing that appears on the left-hand margin of an entry on the Works Cited page:

Burke, Kenneth. Language as Symbolic Action: Essays on Life, Literature, and Method. University of California Press, 1966.