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Question:

Review the articles available on The Center for Media and Democracy’s PR Watch website (https://prwatch.org/), and choose one that is of interest. Evaluate the message of the article regarding “newsworthy effectiveness” and how that particular article may be favorable or not favorable to the company’s reputation. In addition, describe the tool and/or technique that was used in the public relations article. For example, did it include an interview, or was it a press release or a press conference?
 
 

Answer:

It is noted that a message provided through an article will turn out to be newsworthy, only when the story is able to consider its audience from the media outlet in an effective manner. That is, the perspective of the message is important here. Now, if the selected article is considered, then it can be noted that till date almost 17,714 readers already accessed this article as well as provided comments (Alecexposed.org, 2015). While, perspective is considered important aspect of the newsworthy effectiveness; the timeliness is another key elements in creating newsworthy stories. It explores how timely the article is considering the events currently happening (Eidelson, 2014). Therefore, in order to find out a timely story, it is necessary to concentrate on recent events that significantly influenced the media outlet. Now, in the given context, research shown that since the American Legislative Exchange Council (ALEC) Exposed in July 2011, by CMD together with the Nation, there are numerous number of organization started from Google, Facebook, Yelp, Yahoo, etc are cut ties with American Legislative Exchange Council (ALEC) (PR Watch, 2015). Under such circumstances, eBay evidenced numerous numbers of petitions to cut the ties with American Legislative Exchange Council (ALEC). So, this becomes one of the debateable topics in recent time. So, publishing this article at this point of time appropriately fulfils the timeliness aspect.        However, the event itself is playing important role so that the newsworthy effectiveness is attained. It is the fact that American Legislative Exchange Council (ALEC) is exposed as they are literally lying in terms of climate change issue. As a consequence there are almost 100 companies cut their ties with ALEC with eBay is the 100th company. Since, climate change is the most important aspect in the contemporary economic scenario, any allegation related to this issue has major impact not only any particular industry but also the global economy as a whole (Thinkprogress.org, 2014). Hence, the events that explored through this article is appropriately attained the newsworthy effectiveness.

It is the fact that individuals on the incorrect region of the climate change deliberation were transferring the global economy to a large extent of worse place. Being a global pioneer, it is not expected to align with such populace. In the contemporary world, the scenario as well as the consequence of climate change is not in question any longer. Right now, each and individual, being a separate entity understands climate change is taking place as well as the populace who go up against it are in actuality hurting both the generation Y and Z and as a consequence the global economy experiencing more threatening in terms of global warming (Eidelson, 2014). Under such circumstances, if eBay renew its memberships with American Legislative Exchange Council (ALEC), which means the organization is straightway supports the stand point of ALEC in terms of climate change issue. As a consequence, the allegation will also impose on the organization too (Thinkprogress.org, 2014). Now, this will harm reputation of eBay in the global market place. At the same time, the news also explores that there are more than 100,000 petitions to eBay's headquarters in San Jose, California on December 18 in against the tie with ALEC (Alecexposed.org, 2015). It is the fact that from a long period, eBay has acted as the leader in the fight against climate change issue with the intention of protecting net neutrality and investing in clean energy alternatives. There are several organizations like Forecast the Facts, the Sierra Club, and the AFL-CIO, etc, stood beside eBay regarding this fight. However, they claimed that prior to publishing this article; the governing authority of eBay did not take any decision to revaluate the memberships with ALEC (Thinkprogress.org, 2014). Therefore, from this point of view too, the organization expecting a threatening in terms of losing its leadership position. Therefore, under such circumstances, it can be said that there was a pressure from both sides. Hence, this particular article is favourable for eBay’s reputation.

 

This article is based on the tweet related to this issue. The organization, eBay experienced a massive twitter storm on December 17, 2014. Subsequently, near about 100,000 petitions were delivered to the eBay’s headquarter. Under such circumstances, the Senior Director of Corporate Communications of eBay, Mr. Abby Smith tweeted that the organization is decided not to renew its membership with ALEC.

 

References

Alecexposed.org,. (2015). Environment, Energy, and Agriculture - ALEC Exposed. Retrieved 6 January 2015, from https://www.alecexposed.org/wiki/Environment,_Energy,_and_Agriculture

Eidelson, J. (2014). Google Cuts Ties With Right-Wing Group: ‘They’re Just Literally Lying’.Businessweek.com. Retrieved 6 January 2015, from https://www.businessweek.com/articles/2014-09-23/google-cuts-ties-with-alec-over-climate-change-lying

PR Watch,. (2015). eBay Becomes 100th Company to Cut Ties to "Controversial" ALEC. Retrieved 6 January 2015, from https://prwatch.org/news/2014/12/12695/ebay-becomes-100th-company-cut-ties-controversial-alec

Thinkprogress.org,. (2014). EBay Cuts Ties To Conservative Political Group ALEC. Retrieved 6 January 2015, from https://thinkprogress.org/climate/2014/12/19/3605634/ebay-drops-alec/

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