Jump to content

User:ColinAndersonUofO/Public Relations

From Wikipedia, the free encyclopedia

Publicity Stunts

[edit]

Publicity stunts aim to earn media and public attention to a cause, product, or service.[1] The stunt can be anything that draws attention, such as baking a huge pizza or riding a bike backwards for 10 miles, but the a stunt's connection to the idea or product it seeks to promote, the more likely it is to succeed.[1]

Contemporary consumer audiences are less positively receptive to disruption,[2] but new tools such as live streaming have been employed to create buzz without disrupting public spaces.[3]

Influencers

[edit]

Influencers are an emerging public relations and marketing tool spanning social networking sites, blogs, podcasts, and other community-driven platforms, in which organizations pay prominent influencers to use and promote their product or service.[4] In a sense, the influencer becomes a temporary de facto spokesperson for the product or service, promoting its value or messaging across an agreed upon number of social media posts, video mentions, or other highlights.[5] It is estimated that the growing influencer industry is worth over $13 billion USD as of 2021.[6] Use cases include government messaging, promotion of consumer goods, and public interest causes.[7]

Public relations professionals have developed metrics by which to score the relevancy, impact, and other measures of how an influencer may help them reach their target audiences.[8] Through these metrics, influencers can be divided into mega- and micro-influencers.[9] Mega-influencers are typically famous, with large follower counts on social media, providing large reach but a smaller opportunity to engage their communities on a personal level.[10] Micro-influencers tend to have smaller follower counts, but usually occupy an industry niche in which they are viewed as an expert, allowing for greater personal engagement through their social channels.[11]

Influencers in the United States

[edit]

In 2017, the Federal Trade Commission warned over 90 letters warning influencers that they must disclose brand relationships in a "clear' and "conspicuous" manner.[12] The FTC went on to suggest that beginning social media posts with "#ad" would be an effective way of disclosing a relationship with a marketer, and no influencer should make a claim that the marketer could not themselves legally make.[13]

Examples of influencer campaigns

[edit]

In 2018, EduBirdie ran an influencer campaign on YouTube targeting school-aged children with their essay writing services.[14] YouTube influencers popular with the demographic promoted the service, garnering 700 million views across videos associated with the campaign.[15] Ultimately, hundreds of these videos were removed by YouTube because the influencer campaign violated their academic aid policy, which prohibits advertising academic aids.[16]

The Public Health Agency of Canada employed an influencer campaign in 2018 to bring public attention to the dangers of opioid use to reach audiences that typically "tune-out" government messaging.[17] The effort was staged in response to the country's rising opioid-related overdose mortality.[18]

Earned Media examples

[edit]

In 2018, the Canadian Down Syndrome Society launched an awareness campaign that claimed they wanted those with down syndrome added to the endangered species list.[19] The CDSS cited a reduction in the population of those with down syndrome and a decrease in available support. The “edgy” campaign, as described by a member of the CDSS’s board of directors, garnered widespread media attention discussing both the quality of care available for those with down syndrome,[20] and the content of the campaign comparing, as some viewed it, individuals with down syndrome to animals.[21] Throughout the discussions on the fairness, validity, and authenticity of the campaign, was earning considerable media coverage.[19][20][21][22][23][24]

Word Cited

[edit]
  1. ^ a b Horton, James (2008-10-15). "Publicity Stunts, What are they? Why do them?" (PDF). Archived from the original (PDF) on 2016-03-04. Retrieved 2021-03-21.
  2. ^ Council, Forbes Agency. "Council Post: Do Publicity Stunts Still Work And How Can You Make Sure They Don't Backfire?". Forbes. Retrieved 2021-03-27.
  3. ^ D'Orazio, Dante (2015-04-11). "Old Spice marketing stunt lets Twitch viewers control a man's life for three days". The Verge. Retrieved 2021-03-27.
  4. ^ Gillin, Paul (2008-01-01). "New Media, New Influencers and Implications for the Public Relations Professional" (PDF). Retrieved 2021-03-16.{{cite web}}: CS1 maint: url-status (link)
  5. ^ Freberg, Karen; Graham, Kristin; McGaughey, Karen; Freberg, Laura A. (2011-03-01). "Who are the social media influencers? A study of public perceptions of personality". Public Relations Review. 37 (1): 90–92. doi:10.1016/j.pubrev.2010.11.001. ISSN 0363-8111.
  6. ^ "Global influencer market size 2021". Statista. Retrieved 2021-03-27.
  7. ^ Anhalt, Megan. "Influencer marketing for nonprofits: How to build an influencer campaign". Whole Whale. Retrieved 2021-03-27.
  8. ^ Burclaff, Natalie. "Research Guides: Influencer Marketing: A Research Guide: Metrics and Cost". guides.loc.gov. Retrieved 2021-03-27.
  9. ^ "Social Media Influencers: Mega, Macro, Micro or Nano". CMSWire.com. Retrieved 2021-03-27.
  10. ^ Foxwell, Bella (2020-02-17). "A Guide to Social Media Influencers: Mega, Macro, Micro, and Nano". Iconosquare Blog. Retrieved 2021-03-27.
  11. ^ Wissman, Barrett. "Micro-Influencers: The Marketing Force Of The Future?". Forbes. Retrieved 2021-03-27.
  12. ^ "FTC Staff Reminds Influencers and Brands to Clearly Disclose Relationship". Federal Trade Commission. 2017-04-18. Retrieved 2021-03-29.
  13. ^ "The FTC's Endorsement Guides: What People Are Asking". Federal Trade Commission. 2017-09-07. Retrieved 2021-03-30.
  14. ^ Martinez, Rhonda (2019-11-18). "5 inspiring cases of successful influencer marketing campaigns". Agility PR Solutions. Retrieved 2021-03-27.
  15. ^ Carbone, Christopher (2018-05-06). "YouTube stars being paid to push academic cheating, report says". Fox News. Retrieved 2021-03-27.
  16. ^ Bernard, Zoë. "YouTube just pulled hundreds of videos endorsing a homework service that encourages students to cheat". Business Insider. Retrieved 2021-03-27.
  17. ^ "Under the influence: How Ottawa uses web celebrity to get its messages out | CBC News". CBC. Retrieved 2021-03-27.
  18. ^ Fischer, Benedikt; Vojtila, Lenka; Rehm, Jürgen (2018-02-01). "The 'fentanyl epidemic' in Canada – Some cautionary observations focusing on opioid-related mortality". Preventive Medicine. 107: 109–113. doi:10.1016/j.ypmed.2017.11.001. ISSN 0091-7435.
  19. ^ a b "Advocacy group wants people with Down syndrome added to endangered species list - CityNews Toronto". toronto.citynews.ca. Retrieved 2021-03-27.
  20. ^ a b "Woman speaks out against campaign comparing people with Down syndrome to animals | CBC News". CBC. Retrieved 2021-03-27.
  21. ^ a b Wanshel, Elyse (2018-11-09). "Tone-Deaf Campaign Calls People With Down Syndrome 'Endangered Species'". HuffPost. Retrieved 2021-03-27.
  22. ^ "Campaign comparing people with Down's syndrome to endangered animals sparks controversy". The Independent. 2018-11-09. Retrieved 2021-03-27.
  23. ^ "People With Down Syndrome Are An 'Endangered Species,' Says Advocacy Group". HuffPost Canada. 2018-11-06. Retrieved 2021-03-27.
  24. ^ "Canadian charity calls for people with Down syndrome to be put on endangered species list". CTVNews. 2018-11-12. Retrieved 2021-03-27.
Retrieved from "https://wiki.riteme.site/w/index.php?title=User:ColinAndersonUofO/Public_Relations&oldid=1014966568"