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

Mastering the Art of Online Learning: Your Guide to Acing Online Courses

Introduction

In recent years, the popularity of online courses has skyrocketed, offering learners the flexibility to acquire new skills and knowledge from the comfort of their homes. However, succeeding in online courses requires a different approach compared to traditional classroom settings. To help you make the most of your online learning experience, this article presents essential strategies and tips to ace your online courses.

1. Set Clear Goals and Plan Ahead

Before embarking on an online course, establish clear goals and objectives. Determine what you hope to achieve by the end of the course and break down your goals into manageable milestones. Create a study schedule that aligns with your other commitments, ensuring you allocate dedicated time for coursework, assignments, and revision.

2. Create a Productive Study Environment

Establishing a conducive study environment is crucial for online learning success. Find a quiet, well-lit space where you can concentrate without distractions. Remove any potential interruptions, such as notifications from social media or email. Organize your study materials and have a reliable internet connection to ensure seamless access to course materials.

3. Actively Engage in the Course

Active participation is key to mastering online courses. Engage with course materials, including videos, readings, and interactive components. Take comprehensive notes, highlighting key concepts and ideas. Participate in discussion boards, forums, and virtual meetings to interact with instructors and peers, fostering a sense of community and enhancing your understanding of the subject matter.

4. Manage Your Time Effectively

Online courses offer flexibility, but it’s essential to manage your time wisely to avoid falling behind. Create a detailed schedule, allocating specific time slots for coursework, assignments, and studying. Break down larger tasks into smaller, manageable segments to prevent procrastination. Prioritize tasks based on deadlines and dedicate focused time to each one, ensuring consistent progress throughout the course.

5. Develop Effective Communication Skills

Online courses often rely on written communication, making it crucial to hone your skills in this area. Be concise and clear in your written responses, paying attention to grammar and spelling. Actively participate in discussions, asking thoughtful questions and providing constructive feedback to your peers. Regularly check your course emails and notifications, ensuring you stay updated with any important announcements or changes.

6. Utilize Available Resources

Take full advantage of the resources provided by your online course platform and instructors. Familiarize yourself with the learning management system (LMS) and explore its features. Access supplementary materials, such as textbooks, lecture slides, and external resources recommended by instructors. Utilize online libraries, research databases, and tutorial services to deepen your understanding of the subject matter.

7. Stay Motivated and Engaged

Maintaining motivation throughout an online course can be challenging, particularly when faced with competing priorities or a lack of face-to-face interaction. Set short-term goals and reward yourself upon their completion. Connect with fellow learners through virtual study groups or online forums to foster a sense of camaraderie. Regularly remind yourself of the benefits and personal growth associated with completing the course successfully.

8. Seek Support and Clarification

Don’t hesitate to seek support or clarification when needed. Reach out to your instructors for guidance or clarification on course material. Utilize online discussion forums to ask questions or engage in collaborative problem-solving. Leverage the support services provided by your course platform or institution, such as technical support or academic advising.

Conclusion

Online courses present unique opportunities for self-paced learning and personal growth. By setting clear goals, creating a productive study environment, actively engaging with course materials, and managing your time effectively, you can maximize your chances of acing online courses. Remember to stay motivated, seek support when needed, and make the most of the available resources. Embrace the flexibility and adaptability of online learning to achieve your educational goals.