The internet brought disruptive change to the business landscape through the creation of a whole host of digital marketing tactics. But with these new tactical options has come the need for marketing managers to (1) prioritize what they wish to accomplish and (2) determine which digital marketing tactics to invest in. We consider these issues from the perspective of four business strategies: prospectors, analyzers, low-cost defenders, and differentiated defenders. In this article, we provide marketing managers with insights into how businesses pursuing various strategies approach these digital marketing issues, with the ultimate goal being to assist managers in the efficient and effective implementation of their firm's adopted strategy.
This article introduces a new concept, embedded ethics, to explain the subtle impact that complex systems and structures have on ethical outcomes. We define embedded ethics as the entrenched complex of networked structural indicators that subtly and silently direct actions in the form of normalized industrial, organizational, and/or functional-role behavior. We then describe two examples-one from the legal systems (corporate governance) and one from business (shareholder value)-to demonstrate the usefulness of this concept in helping to identify opportunities to improve unethical outcomes in systems in which actors otherwise are understood as just doing their job. The concept of embedded ethics is especially critical in our too-big-to-fail corporate environment and Post-Internet Age of technological innovation.
This article provides an organized approach for managers to develop social marketing strategies that target upstream decision and policy makers. A conceptual application model and five-stage process is presented for an upstream social marketing strategy based on integrated marketing communications (IMC). IMC concepts are described in the context of social marketing, as well as specific stages for creating an IMC social marketing strategy; these include target audience research and determination, channel selection and integration, strategic message creation, and measurement and control. A central and novel feature of the IMC social marketing strategy model is the simultaneous targeting of an upstream decision maker and influential peripheral (upstream) audiences in order to triangulate and increase campaign effectiveness. An IMC approach to upstream social marketing ensures consistent, persuasive messages specifically crafted for the selected target audiences and coordinated through precise channels to maximize impact. This multi-channel, multi-audience approach to message creation and channel selection produces synergies that increase the potential to influence an upstream decision/policy maker.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. Chapter 1, The Importance of Public Relations, sets the stage for subsequent chapters by presenting a brief case study, "UPS Faces Losses in Teamster's Union Strike." The authors then consider lessons to be learned from the case, especially regarding the need for public relations professionals to prepare in advance for any contingency.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. In Chapter 2, What Is Public Relations?, the authors introduce the taxonomy of the profession and the concepts prevalent in the strategic management of relationships with publics.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. In Chapter 3, Models and Approaches to Public Relations, the authors present a brief history of the field, examine the subfunctions and specialties within the profession, and introduce and define a number of key terms.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. In Chapter 4, Public Relations as a Management Function, the authors discuss the roles that public relations specialists play when dealing with senior executives; decision making in public relations; and the core competencies for working in business, including knowledge of strategy and profit motivations. Of special note is their discussion of how chief communications officers (CCOs) earn their seat at the executive table.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. Chapter 5, Organizational Factors Contributing to Excellent Public Relations, discusses how public relations should be organized and structured, and how it should fit ideally within the larger organizational culture to ensure optimal outcomes.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. Chapter 6, How Public Relations Contributes to Organizational Effectiveness, discusses how organizations define success, and how the stakeholder management approach to public relations can provide a concrete strategy for enhancing organizational effectiveness and can contribute to the long-term sustainability of organizations.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. Chapter 7, Identifying and Prioritizing Stakeholders and Publics, provides a realistic description of the practice of public relations. The authors emphasize that strategic public relations begins with identifying your publics and building ongoing relationships with them based on advanced concepts of stakeholder management..
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. Chapter 8, Public Relations Research, provides an overview of research methods relevant to public relations and explains the importance of research in strategy and management generally.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. Chapter 9, The Public Relations Process, provides an overview of the four-step process of strategic public relations management, abbreviated as RACE, and associated processes of analysis and planning.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. Chapter 10, The Practice of Public Relations, provides a detailed look at the profession by highlighting the locales in which it is practiced. The authors apply the concepts presented in earlier chapters and integrate these theoretical concepts into the real-life structure of day-to-day public relations practice; they also include case examples for illustration.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. Chapter 11, Ethics, Leadership and Counseling Roles, and Moral Analyses, establishes the ethical and moral guidelines for practicing principled public relations that enhance the social responsibility of organizations and allow public relations managers to take leadership roles in advising executives. The chapter includes a look inside the top level of the Home Depot Corporation.
The book An Overview of the Public Relations Function was written by Shannon A. Bowen (Syracuse University), Brad Rawlins (Brigham Young University), and Thomas Martin (College of Charleston) and published by Business Expert Press. It provides an executive overview of the field with a focus on what managers need to know to master the function quickly and effectively. Chapter 12, Best Practices for Excellence in Public Relations, is the concluding chapter of the book. The chapter summarizes key principles based on the latest research; reinforces the reader's understanding of the lexicon of modern public relations management; and examines the importance of strategic communication to an organization. That importance is illustrated in a brief case the authors present on the utility company Entergy and Hurricane Katrina.