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Earned Media: The Secret Weapon of Brand Building

I was reading the newspaper recently and saw an article about tax filing season. The article outlined some of the challenges facing people during tax season but it also highlighted some of the opportunities and useful tips. It wasn’t the reporter outlining this information — it was a tax expert the reporter had interviewed and used as a source in their story. The information was incredibly helpful. The expert being interviewed humanized the issue by telling stories about people she had helped. I was engaged. And, because I was engaged, I read the story very carefully.  I even remember the name of the expert and the name of her firm. It stuck. I happen to have an excellent accountant — but if I didn’t — I can guarantee I would have called this expert in the story. In fact, I have no doubt she got calls after the article was published. And, from her standpoint and the standpoint of her firm — they paid nothing to be in that article. Not only did they get valuable space in a news story as an expert without paying for the exposure — the reporter likely even thanked her for helping. Advertising executives, marketing agencies and social media “gurus” typically don’t like people like me — news media strategists. We tell clients that the best bang for their buck is “earned media” which means exactly what it says — media that you have earned (and not purchased) whether it be through relationships or by being in an expert database. We help them tell their organic stories by positioning them as experts in their field, which is not easy today given everyone has a LinkedIn account or website calling themselves an “expert” or a “guru”. It’s one thing to proclaim yourself an expert — it’s something completely different to be recognized as one by the news media. You see, despite what some will say, traditional news media is far from dead. Is it facing challenges and reinvention? Absolutely. But, dead? Absolutely not and it’s still the medium by which earned media legends are made. I want to be clear in saying there can be, indeed, a time and place for paid media. The issue is that for too many organizations, it’s the only tangible tool in their toolbox. And it is, by far, the most expensive tool with, questionably, the lowest return on investment. In my opinion, unless you’re spending Coke and Samsung levels of dollars on advertising (multi millions), there’s a good chance your ads are being washed away in the information tsunami — the white noise that is our over-saturated information ecosystem. In many cases, advertising as a stand-alone marketing strategy CAN BE a colossal waste of your money. Even social media marketing and advertising is fast becoming the most cluttered and noisy space for paid and promoted messaging. Due to its lower cost, people are flooding to it making it increasingly more difficult to be heard in the sea of white noise. The fact is that a well-balanced marketing and communication strategy is one that reaches your target audience on a number of levels — some of them could be paid — some of them organically through social media — and the one many people neglect is to serve as experts to drive earned media. It is often neglected because it’s the one marketing tool that requires working with someone who truly understands journalism and journalists — and what their daily and hourly needs are in terms of getting their jobs done. So – yes – it’s hard work and it’s very specialized work. But there are companies, people and tools out there that can help. And, it’s worth the hard work. Being quoted as an expert in a legitimate news story or feature interview can move mountains in terms of building your brand. First of all, being in a news story gives you an instant status AND credibility. In paid advertising, it’s you saying how great you are — it’s self-declared. People are skeptical — they know you’ve paid to say that about yourself; you are blasting out a one way message. However, the traditional media interviewing you is a two way conversation the public is watching in an engaged way. It’s akin to a third party testimonial. In other words, the viewing/reading/listening audience sees a trusted journalist they feel they know who is putting this expert source in their story — this is someone the journalists trusts as an expert source so inherently the message is that the public should trust them as well. In this case, the medium (traditional news media) truly is a big part of the message. You can’t buy that. Legitimacy. Credibility. The foundation of any successful brand. It is earned. I have a college client that I work with. They decided to focus more on earned media, admittedly, with some hesitation. We media coached a number of their professors and Deans. We put a plan into place to develop some tangible relationships with journalists. It started small with one short interview. Then it was two. Then it was a regular spot. And within one year, the amount of earned media they have received has arguably far outpaced the value of all their paid advertising. Some of their people have become go-to experts for the media where they were non existent just a year ago. Prospective students and parents see this college’s experts in the media and immediately associate true tangible value to the institution in considering where to enrol. We built capacity with this College and now they are rolling on their own. They have momentum. This is what you need to reach for. And earned media is the gift that keeps on giving. That newspaper story, radio interview or television panel you were featured in will be shared by the media outlets to their huge social media audiences. Other interested people will then share it further to their networks. This is increases your third party credibility — in some cases reaching more people than the original news story. This rarely happens with ads or paid media and is the secret weapon of earned media. And if you weren’t already convinced, then consider this: earned media creates huge online traffic and can have an extremely positive impact on organic SEO for your website or brand — something paid media can’t do. So, if you’re a hospital, a university or research centre, one of the core issues you’re facing today is recruiting top talent. Recruiting is competitive and complex — yet most potential recruits will begin their research on Google. They will search your institution and see what’s being said about you. If you are getting a lot of positive earned media, that will quickly show up high on your Google search results. The potential recruit reads those news stories and sees your institution is out there with its experts. Even doctors and professors will associate traditional earned media coverage as a measurement in credibility. So, how do you go about increasing your earned media reach? How do you become known as an expert in your field with the media? Admittedly, it’s not as easy as buying a full page ad in a newspapers or boosting a post on Facebook. Earned media is both an art and a science and it requires an intuitive, expert knowledge of the media. Making sure you are listed in searchable online networks that journalists use is a very good start. But there is a caution. You only have one or two chances to prove yourself as a reliable and value added source for journalists. If you become known as a lame or boring guest, you’ll be blacklisted and that opportunity will disappear. So before you go running into the streets declaring yourself an expert ready for national media exposure. Make sure you’re ready to be interviewed by the media because they won’t give you a free ride. They are journalists and not stenographers. You will be asked tough, challenging questions. The key is to be prepared for the opportunity. How do you do that? Well that’s my next column. Stay tuned.

Preacher Archives Add New Element to Baylor University’s Black Gospel Music Restoration Project

The Black Gospel Music Restoration Project at Baylor University is preserving more than just gospel music. In the past few years, Baylor journalism professor and former Billboard gospel music editor Robert Dardenand a team from the Baylor Libraries have undertaken the project of restoring and preserving recorded sermons from black preachers in addition to the gospel music. While both are equally important to preserve, finding sermons to preserve comes with a unique set of challenges. Darden said the idea for preserving sermons started about four years ago, when the BGMRP team was in contact with the daughter of the Rev. Dr. Marvin Griffin, former pastor of New Hope Baptist Church in Waco. Griffin was a renowned Civil Rights leader in Central Texas and boasts a list of significant firsts, including first black man to earn a degree from Southwestern Baptist Theological Seminary and first African-American president of the Austin Independent School District board of directors. Darden said somebody mentioned in passing that they kept Griffin’s sermons and said he ought to hear them because they are full of music. “All black preachers sing, and all black singers preach,” Darden said. “That got me thinking – nobody has been collecting the black preaching from the Civil Rights movement, other than Dr. King. All these incredible heroes who were preaching around the rest of the country, there’s not a collection of their work. So, I met with the other folks in the Black Gospel project, and we agreed that in addition to the music, we ought to be trying to collect preaching.” Many of these sermons had been recorded on vinyl, and Darden said some have even speculated that it was black preaching that started black gospel music in the 1930s. He said some records that were just a black preacher preaching for two and a half minutes on each side sold half a million copies – even during the Great Depression. Digitizing sermons from different formats When the BGMRP was founded in the Baylor Libraries in 2005, the bulk of incoming materials focused on recorded gospel music. Over the ensuing decade, the BGMRP team realized they already had hundreds of vinyl LPs from famous preachers in their collection. Shortly after, they started receiving sermons in many different formats. Darryl Stuhr, associate director of the Libraries’ digital preservation services, consulted with Darden and together they decided they needed a collection to show to preachers and their families who were not familiar with the projects, in hopes of convincing them to trust the project with their sermons long enough to digitize them. Darden worked with two in particular – the Rev. E.E. Jones in Shreveport, Louisiana, and the Rev. Clay Evans in Chicago, who is still preaching at 93-years-old. “Evans) was one of only two preachers who helped Dr. King in Chicago during those really rough times, and they had collected video cassettes of him back into the ‘70s,” Darden said. “That’s the good news. The bad news is they kept them in unairconditioned or unheated warehouses.” Darden said the BGMRP spent lots of money getting these cassettes stabilized enough to play them even just one time so they could be digitized. Using technology at the Libraries’ Riley Digitization Center, audiovisual digitization staffers Stephen Bolech, Travis Taylor and Hannah Engstrom are able to rescue the recorded sermons from other formats as well, including videocassette, film and digital audio tape. The wide range of formats the BGMRP team can work with means a greater number of sermons can be saved, Stuhr said. “They’re not all in the best condition, but they’re just thrilling because (Evans’ church) is one of the largest historic African-American churches in just full 1970s regalia. We got (Jones and Evans) and we’ve been using those to approach other preachers and their families now. This is already the largest collection in the country, and we just started,” Darden said. Recently, Darden got a call from PBS. Dr. Henry Louis Gates of the TV series “Finding Your Roots,” whom Darden quotes in his books, will have a new six-part series on the history of African-American churches in America debuting in 2020. Darden said they contacted him about providing materials for the show and contacts of people. The BGMRP already has made hundreds of copies for PBS and is communicating about how they can help. “I’m hoping they’re going to come down and do some filming here as well, because a lot of the stuff we have is old bulletins and the sheet music – we just have everything. Sure, we can digitize it, but if they came down, they could array it in such a way from an artistic standpoint,” Darden said. Search continues Darden got together with some of the “preaching folks” at Baylor and put together a top 10 wish list of influential black preachers of the past 50 years whose sermons they would like to digitize. “I just think God put me in a place where I could facilitate, rather than me initiate, and it was God’s idea apparently, because it wouldn’t have worked this well otherwise,” Darden said. Darden said new vinyls continue to come in every few days, and it is like Christmas for him to go see what is new. “I don’t mind not knowing every artist or every preacher – there’s hundreds and thousands of them,” he said. “But what scares me is when I pull a piece of vinyl out and it’s a label that I don’t know, which means there’s another whole line of that label that we’ve never heard of. So here we’re sitting 15 or so years into this project, and I don’t know if we have 1 percent of what’s out there – 10 percent? There’s no database. Nobody knows.” “It’s unlike every other kind of music. Nobody ever made a discography of gospel music,” Darden said. “So, whether we mean to or not, we’re actually putting that together as well. Trying to figure out how many Andraé Crouch albums, how many James Cleveland, how many Rosetta Tharpe, and now with preaching, it could go on forever. It’ll be going, hopefully, long after I’m gone.” For more information or to learn how to donate materials, visit the Black Gospel Music Restoration Project at www.baylor.edu/library/gospel or email digitalcollectionsinfo@baylor.edu.

The ‘Heaven 11’: Gospel Music Expert Lists 11 Most Influential Black Gospel Songs

June is African American Music Appreciation Month Photo by Robert Rogers, Baylor Marketing & Communications Baylor Professor Robert Darden attends Baylor University's 2019 Pruit Symposium, "Lord, Make Me An Instrument: Black Sacred Music at the Intersection of Gospel and Jazz." WACO, Texas (May 31, 2019) – Robert F. Darden, professor of journalism, public relations and new media at Baylor University and a former gospel music editor for  Billboard Magazine, is leading a national movement to preserve the fast-disappearing legacy of African American sacred music on vinyl. To celebrate African American Music Appreciation Month in June, Darden, who is founder and director of Baylor’s Black Gospel Music Restoration Project, compiled the “Heaven 11” – a list of the 11 most influential black gospel songs. “There is no way to quantify the ‘greatest’ gospel song of all time, but certain songs have been more influential than others through the years,” said Darden, who selected songs from the 1940s through the 1980s. (Listen to the “Heaven 11” on this Spotify playlist, created by Baylor Proud.) The list includes Darden’s comments about each selection: 1. “Move on Up (A Little Higher)” “The Queen of Gospel Mahalia Jackson’s first big hit, and one of the best-selling gospel songs of all time. It was also understood to be an early ‘Freedom Song’ in the African-American community.” 2. “Take My Hand, Precious Lord” “Perhaps the best-known, most beloved of all gospel songs. Written by Thomas Dorsey after the loss of his wife and infant child, it is still sung today at virtually every African-American funeral service in the country.” 3. “Oh Happy Day” “This song by Edwin Hawkins was the first gospel song to be a hit single in the 1960s, and had a revolutionary combination of gospel choir, stirring chorus and a thoroughly modern beat.” 4. “The Reason Why We Sing” “Kirk Franklin did to the ‘80s and ‘90s what Hawkins did to the ‘60s and Andrae Crouch did to the ‘70s, combined straight-ahead gospel with the beat of the day, while paying tribute to the old gospel classic, ‘His Eye is on the Sparrow.’” 5. “People Get Ready” “This tune by Curtis Mayfield is not really a gospel song, but it was so compelling that it was adopted by both the Civil Rights Movement and the African-American church. There are a number of great versions, including the Chambers Brothers, the Blind Boys of Alabama and even Rod Stewart.” 6. “We Shall Overcome” “This is the ‘signature’ song of the Civil Rights Movement, an adaptation of an old gospel tune that has been honed by the fire and blood of a thousand movement events and is still sung by oppressed people around the world.” 7. “Peace Be Still” “This song by the Rev. James Cleveland and the Angelic Choir of the First Baptist Church of Nutley, New Jersey, is the song and the arrangement that made young black people want to join mass choirs and sing. After the assassination of President John F. Kennedy, ‘Peace Be Still’ was the gospel anthem that the black church turned to.” 8. “Through It All” “Andrae Crouch and the Disciples forever changed gospel music, opening it up lyrically and musically. He was also a brilliant composer – you could just as easily substitute “My Tribute,” “The Blood,” “Soon and Very Soon” and any one of several other enduring classics here.” 9. “Touch the Hem of His Garment” “This song by the Soul Stirrers, featuring Sam Cooke, helped invent the hard-charging gospel quartet sound. The popularity of this song helped convince Cooke, the writer and featured singer, to launch a mainstream performing career.” 10. “Mary, Don’t You Weep” “The great old spirituals often make great gospel songs. This is one by the Caravans, featuring Inez Andrews, and is one of my personal favorites.” 11. The next great gospel song “We haven't heard it yet. Few people still alive even know of its existence. But it could be in the next batch of long-lost gospel classics by a hitherto unknown gospel artist donated to the Black Gospel Music Restoration Project.” Search-and-rescue mission to preserve black gospel music Darden founded Baylor’s Black Gospel Music Restoration Project (BGMRP) more than a decade ago in a search-and-rescue effort to identify, acquire, preserve, digitize and catalog recordings from the black gospel music tradition. This music, from the Golden Age of Gospel from 1945 to 1975, was quickly vanishing as albums made the transition to CDs. “Thousands of at-risk songs have been saved for future generations,” Darden said. “These recordings are priceless, irreplaceable and historic in a way that scholars are only now realizing.” Through the work of the Baylor Libraries’ Digital Projects Group, recordings from the BGMRP are available online in the Baylor Libraries Digital Collection, and in some cases includes other materials, such as taped interviews, photographs, press packets, tour books and programs, newspaper and magazine clippings and sheet music. Music from the BGMRP also has been included in a permanent exhibit featuring African-American musical history at the Smithsonian Institution’s National Museum of African American History and Culture, which opened in 2016 in Washington, D.C. The interactive exhibit, “Musical Crossroads,” has featured these key recordings from the BGMRP: ·        “The Old Ship of Zion” by The Mighty Wonders of Aquasco, Maryland (1972) ·        “Amen” by Wings over Jordan (1953) ·        “I Won’t Be Back” by The Caravans (1962) ·        “Over My Head” by Wings Over Jordan (1953) ·        “There’s a Tree on Each Side of the River” by The Davis Sisters (1957) Visit Baylor’s Black Gospel Music Restoration Project website to learn more and to listen to the collection of digitized recordings. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions.

What Is Black Twitter and How Is it Changing the National Conversation? Baylor Expert Explains.

“Black Twitter” is a social media phenomenon that is changing the national conversation, but many people – including professional and strategic communicators – do not understand what it is or how it works, says Baylor University’s Mia Moody-Ramirez, Ph.D., professor of journalism, public relations and new media. Moody-Ramirez is a nationally recognized expert on mass media representations of minorities, women and other underrepresented groups. She coauthored the 2018 book From Blackface to Black Twitter: Reflections on Black Humor, Race, Politics, & Gender with Janette L. Dates, Ph.D., educator and critical commentator on the images of African-Americans in media. First things first, Moody-Ramirez said, Black Twitter is not a separate entity from Twitter. Black Twitter is a grassroots movement within Twitter that has provided a virtual community of mostly African-American Twitter users a collective voice on a variety of issues, including Black Lives Matter. Black Twitter users often identify themselves using the #blacktwitter hashtag or by focusing on issues related to the black experience. “We conclude [in our book] that alternative spaces, such as Twitter, offer a platform for ideas and concerns from a black perspective about social inequalities, politics and social justice, that were historically prohibited from taking root in other communication venues,” Moody-Ramirez said. In the following Q&A, Moody-Ramirez further explains Black Twitter. Q: When do you see the most Black Twitter activity? A: Much of the content on Black Twitter surfaces during a crisis that impacts black people such as race-related incidents that had less than favorable outcomes for the black community. As the saying goes, if society doesn’t handle it, then Black Twitter will step in to handle it. On a lighter note, Black Twitter users also collectively discuss media content such as TV shows, movies and award ceremonies from the black perspective. Q: How can people monitor what’s happening via Black Twitter? A: "Black Twitter" users often identify themselves using the #blacktwitter hashtag or other hashtags such as #BlackGirlJoy, #blackboyjoy, #blacklivesmatter, or any other hashtag focuses on issues related to the black experience. You can also monitor Black Twitter by following individuals who are known for sharing content about the black experience. Q: If someone outside the African-American community feels passionate about an issue or supports an issue raised by the Black Twitter community, how can they engage? Should they? A: As with any other platform, they should be considerate and proceed with caution. Anyone who is not a regular should make sure what they are sharing is appropriate. Q: Do you see Black Twitter or similar movements emerging on other social media platforms? A: Not to the same extent because Black Twitter is driven by hashtags and certain Twitter users who are trendsetters. Q: Is Black Twitter a reflection or an extension of other historical, social African-American grassroots movements? A: African Americans have used Twitter to share narratives on issues of interest to the black community, particularly in the United States. In her 2015 dissertation, Dr. Meredith Clark writes that African-American Twitter users have emerged as a subset of interest for two reasons – (1) their representation on Twitter has eclipsed that of White U.S. users; (2) because of their representation, they possess a unique ability to dramatically influence Twitter trends. Q: How do you feel Black Twitter will evolve? Will it? A: Scholars such as Feminista Jones and Dr. Meredith Clark have traced the history and content of Black Twitter, noting that the platform is used to share content on timely topics such as racial inequalities, politics, police brutality and women’s rights. In 2013, Feminista Jones described “Black Twitter” as a “collective of active, primarily African-American Twitter users who have created a virtual community that participates in continuous real-time conversations.” ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 80 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT THE COLLEGE OF ARTS & SCIENCES AT BAYLOR UNIVERSITY The College of Arts & Sciences is Baylor University’s oldest and largest academic division, consisting of 25 academic departments and seven academic centers and institutes. The more than 5,000 courses taught in the College span topics from art and theatre to religion, philosophy, sociology and the natural sciences. Faculty conduct research around the world, and research on the undergraduate and graduate level is prevalent throughout all disciplines. Visit www.baylor.edu/artsandsciences.

Baylor Expert on Race, Blackface Featured Nationally

Mia Moody-Ramirez, Ph.D., professor of journalism, public relations and new media at Baylor University, is a nationally recognized expert on mass media representations of minorities, women and other underrepresented groups.  Over the past few weeks, Moody-Ramirez has been interviewed and quoted extensively by some of the nation's top media outlets for their stories about race -- specifically the history and cultural significance of blackface. She coauthored the 2018 book From Blackface to Black Twitter: Reflections on Black Humor, Race, Politics, & Gender with Janette L. Dates, Ph.D., educator and critical commentator on the images of African-Americans in media. In a Feb. 10 USA TODAY story about Viriginia's governor and blackface, Moody-Ramirez said, "I think we will see some good come out of these latest revelations. People will be more educated. They can no longer argue they didn't know that it is not appropriate to put on makeup to darken their face or change their hair texture to look like their favorite actor or celebrity . . . They will no longer have that excuse." Other stories include: The Washington Post Northam’s ugly yearbook photo and the racist origins of blackface CNN A not-so-funny story about blackface Arizona Republic He objected to a photo of coal miners who appeared to be in blackface. He never imagined the backlash. The Washington Post The lengthy history of white politicians wearing blackface — and getting a pass OZY Governor Wanted: Predators and Racists Need Not Apply PRI The World How blackface — ‘America’s first cultural export’ — reinforces oppression across the world USA TODAY Blackface in Virginia, other incidents show how deeply rooted anti-black racism is in America

Baylor Journalism Professor, Public Relations Ethics Expert, Selected as Arthur W. Page Fellow

Marlene Neill, Ph.D., assistant professor of journalism, public relations and new media in Baylor University’s College of Arts & Sciences, has been designated as a research fellow at the Arthur W. Page Center for Integrity in Public Communication, a research center at the Penn State University College of Communications. The Page Center has asked Neill to focus on developing a response to a new report from the Commission on Public Relations Education that recommends public relations education programs offer a stand-alone ethics course, as well as integrate ethics throughout curriculum. The study found that public relations professionals ranked ethics third behind writing and communication as a necessary competency to work in public relations. In addition, public relations professionals in the study indicated that new professionals are not meeting their expectations in this area. “This is a great project because it combines my interests, the first being ethics, which is an area that I enjoy studying, and the second is a focus on public relations education,” Neill said. “I will be teaching the media ethics class in the spring for the first time, and one of the things I like about doing these studies is that it helps me gather insights from industry and then bring those insights back to the classroom.” Since receiving her invitation in June, Neill has begun preparations for research this fall with different groups across the nation, including the Public Relations Society of America. She will use the Delphi research method, where she will gather feedback from a variety of experts including senior- and middle-management executives as well as young professionals, and will then follow up with in-depth interviews, which last anywhere from 30 minutes to an hour. In addition, she will be serving on a subcommittee of the Commission on Public Relations Education, which is charged with making recommendations for public relations ethics curriculum. “On a typical study, I’ll spend about nine months going through the process of collecting the data, analyzing it, writing the papers, presenting to conferences and submitting to journals,” Neill said. “The second year will be spent preparing reports and writing recommendations based on those findings. While it sounds like a long time, when you think about it from that perspective, there’s a lot involved in doing an in-depth study like this.” In-depth interviews work well for this type of study, Neill said, because they provide specific examples of dilemmas and how people choose to handle them. “With qualitative research, you really get an understanding of the decision-making that people go through when faced with an issue and the step-by-step process they take to reach those decisions,” Neill said. “You get that inside scoop into the motivations and reasons for their actions.” Neill had previously received four grants from the Page Center, which resulted in a book, “Public Relations Ethics: Senior PR Pros Tell Us How to Speak Up and Keep Your Job,” published in 2018, as well as four journal articles, four academic conference papers and two top paper awards. In one of her most recent studies, Neill found that millennials often do not expect to face ethical dilemmas and do not feel prepared to address them. “There is a need to improve and enhance our ethics training at our colleges and universities, and by tapping in to what is actually happening in the industry, it makes it more relevant and helps better prepare students for some of the issues they will be facing today,” Neill said. As part of her subcommittee, Neill will gather sample syllabi and other teaching resources from universities across the nation and then share them with different public relations educators to help them prepare to cover ethics in ethics courses, as well as other public relations courses.

Race, Culture Expert Shares History and Why Blackface and other Cultural Appropriation at Halloween is Inappropriate

“When in doubt, choose a different costume,” Baylor expert says Megyn Kelly, host of NBC’s “Megyn Kelly Today,” is facing national criticism for her suggestion during a roundtable discussion this week that it was OK for white people to dress in blackface for Halloween. After two days of backlash, media accounts reveal that the future of her career is in question. But the questions she raised regarding blackface and cultural appropriation should be addressed, especially as Halloween approaches, said Mia Moody-Ramirez, Ph.D., professor of journalism, public relations and new media in Baylor University’s College of Arts & Sciences. She is a nationally known expert on mass media representations of minorities, women and other underrepresented groups and coauthored the new book "From Blackface to Black Twitter: Reflections on Black Humor, Race, Politics, & Gender." Moody-Ramirez said people need to understand the historical significance of blackface to grasp its negative reception today. “When you know better, you do better,” she said. At its base form, she said, blackface is the use of makeup by a nonblack person to appear black. She added that many people do not understand why the seemingly simple act of a white person darkening his skin like a black person at Halloween – even if it’s an act to honor a favorite entertainer or sports figure – can be offensive. “Dressing in blackface during Halloween is inappropriate because the blackface tradition is founded upon the enactment of demeaning stereotypes of black people,” Moody-Ramirez explained. “Blackface has been frowned upon since the blackface minstrel shows of 18th and 19th centuries when various aspects of African/African American culture were appropriated and used for profit. Dressing up in blackface invokes representations of unflattering images of blacks as lazy, unintelligent and criminal in nature.” Yet the issue is bigger than blackface. Any cultural appropriation – defined as the adoption of elements of a minority culture by members of the dominant culture – can be deemed inappropriate and offensive. “Cultural appropriation is distinct from equal cultural exchange because of the presence of power inequities that are a consequence of oppression,” Moody-Ramirez said. “Cultural appropriation is important to consider during Halloween because this is the time of year when we are most likely to dress up in a costume that is representative of another culture.” Common cultural appropriation missteps include darkening one’s face, wearing ethnic garb and/or dressing up to provoke laughter rather than show respect for a group/person, she said. “When considering a costume, think of whether it would show honor or disrespect for a group/person,” Moody-Ramirez advised. “If you don’t know the meaning of the ethnic attire you are considering for Halloween, you shouldn’t wear it. For instance, tribal markings, headdresses and turbans would not be appropriate costume attire because they are tied to a specific ceremony or religious meaning.” Showing respect for other cultures should include honoring their traditions. “Some cultures have laws that ban or restrict individuals from wearing religious attire in public places. Other cultures save certain attire for special ceremonies and honors,” Moody-Ramirez said. Moody-Ramirez offered the following tips to consider when choosing a Halloween costume this year. Avoid dressing in a costume that will reflect another ethnicity or culture. Choose something that is fun and tasteful – animals, movie characters (without darkening your skin), ghosts, ghouls, etc. If you dress like someone of a different ethnicity/culture, don’t darken your face or emphasize features like eyes, teeth or noses. Think about whether the costume will be perceived as tasteful or tasteless. Use the grandmother test. If you post it on social media, would your grandmother be proud or disappointed? “When in doubt,” she said, “choose a different costume.” ABOUT MIA MOODY-RAMIREZ, Ph.D. Mia Moody-Ramirez, Ph.D., is the director of graduate studies, director of American studies and professor of journalism, public relations and new media in the Baylor University College of Arts & Sciences. Her research emphasizes mass media representations of women, minorities and other underrepresented groups. She recently coauthored the book "From Blackface to Black Twitter: Reflections on Black Humor, Race, Politics, & Gender." Other books include: “The Obamas and Mass Media: Race, Gender, Religion, and Politics (Palgrave Macmillan) with Dr. Jannette Dates, and “Black and Mainstream Press’ Framing of Racial Profiling: A Historical Perspective” (University Press of America). Ramirez is head of the Minorities and Communication division of the Association for Education in Journalism and Mass Communication (AEJMC), which is committed to advancing research, teaching and professional freedom and responsibility scholarship and initiatives that explore the relationship between racial and ethnic minorities and mass communication. In August, she was presented with AEJMC’s Lionel Barrow Jr. Award for Distinguished Achievement in Diversity Research and Education and also was recognized as one of nine Institute for Diverse Leadership in Journalism and Communication Fellows. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 80 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT BAYLOR’S COLLEGE OF ARTS & SCIENCES The College of Arts & Sciences is Baylor University’s oldest and largest academic division, consisting of 25 academic departments and seven academic centers and institutes. The more than 5,000 coursestaught in the College span topics from art and theatre to religion, philosophy, sociology and the natural sciences. Faculty conduct research around the world, and research on the undergraduate and graduate level is prevalent throughout all disciplines. Visit www.baylor.edu/artsandsciences.

Ethics Quandary? Women in PR More Apt to Seek Allies Before Giving Execs Advice

Women in public relations are more likely than men to seek allies and form coalitions before they give ethics counsel to senior leaders, while men are more likely to rely on presenting research, according to a Baylor University study. The study also showed that while senior public relations executives in the study overall tend to use “rational approaches,” such as research, case studies and appeals about what is right and lawful, success depends on building relationships with colleagues in other departments so that they have backup when ethical issues arise. “A PR person can be the conscience, but are they listened to? Are they respected? Are they at the table?” one woman said. “You can be doing everything right, but if nobody is listening to you, it really doesn’t matter a whole lot. Except that you can sleep at night.” The study — “The Use of Influence Tactics by Senior Public Relations Executives to Provide Ethics Counsel” — is published in the Journal of Media Ethics. The article highlights the need for younger PR practitioners to seek out senior PR executives as mentors before and during confrontation of ethics issues, said lead author Marlene Neill, Ph.D., assistant professor of journalism, public relations and new media in Baylor’s College of Arts & Sciences and author of the book “Public Relations Ethics: PR Pros Tell Us How to Speak Up and Keep Your Job.” “What inspired us to conduct this research were findings from a study I conducted in 2016 with Millennials working in public relations,” Neill said. “Survey results indicated that Millennials did not feel prepared to provide ethics counsel, were unlikely to speak up and did not even expect to face ethical dilemmas. We decided to conduct this study to instruct them how to do this effectively based on the experiences of senior executives working in our industry.” Researchers conducted through in-depth interviews with an elite selection of 55 public relations executives, many of them with Fortune 500 companies. They included members of the *Public Relations Society of America (PRSA) College of Fellows and The Arthur W. Page Society, with the combined sample averaging 33 years in PR. They represented 19 states and industries including government, healthcare, telecommunications, financial services and energy. Interviewees discussed ways to exert influence, ethics training and whether they are of value as an ethics counselor. “Some see it as being of little use; some recommend the PR practitioner take a modest role in encouraging consideration of ethics among multiple leaders,” Neill said. But others felt strongly that they should be an “organizational conscience” when they think company actions might pose an ethical dilemma with troubling consequences. One reason to do so is that without “boat-rocking” with straightforward tactics   an organization, some may turn outside the company by whistleblowing or leaking information to stakeholders, media or government officials. “Our study found that building relationships was critical for practitioners to ensure that other executives would listen to and respect their counsel,” Neill said. “That doesn’t mean they always won the debate, but relationship building has to do with building respect and trust.” While the interviewees’ most common approach to influencing was rational, followed by coalition-building, “some said they relied on persistence and assertiveness if they felt an issue was so objectionable they could not stay silent,” Neill said. “A few people turn to ingratiation, such as flattery.” When it comes to differences in how genders approach the role of ethics counselor, one reason women may recruit allies is that they tend to be outnumbered by men in the boardroom, Neill said. One woman said that “Going in force can help your case. But sometimes it can backfire . . . you know, if somebody wants to kill the messenger. But if several people come to you with the same messaging, I think you take notice.” Another woman said that she was “reprimanded for being so forthright. So, I didn’t do it that way anymore.” Some women were wary of using emotional appeals. Because of stereotypes about women being emotional in the workplace, “I probably erred in the other direction,” one woman said. Men, meanwhile, were more likely to prefer informational sources of power such as research and case studies, Neill said. But both genders said they ask questions, discuss, listen, share alternatives or solutions and recommend. A few men and women used more confrontational descriptions, such as saying, “We absolutely put our foot down” and “Tell them it’s wrong.” But in the case of women, “some of these more confrontational accounts were used in connection with allies or coalitions,” Neill said. In a few cases, men and women gave examples of resigning accounts or refusing to accept new clients if they decided the client’s business was not worth the ethical cost. Many interviewees said they had received ethics training through PRSA. A few said they had received training through their employer, college courses, personal study and mentors. A few pointed to their religious upbringing. Some of the more common ethics issues centered around communication, such as open disclosure of information, inaccurate information or sending fake letters to an editor. But others were business challenges, such as abusive behavior toward subordinates, misuse of public funds, smear campaigns and conflicts of interest. Neill said that because the study was limited to 55 individuals, a larger study and surveys of senior PR executives in other nations would be valuable. She and a colleague next plan to study to women’s leadership experiences. *PRSA College of Fellows is an exclusive group of approximately 350 senior professionals, each with a minimum of 20 years of experience in PR, Accreditation in Public Relations and recognition for distinguished careers. The Arthur W. Page Society is open by invitation to chief communications officers of Fortune 500 corporations and leading nonprofit organizations, chief executive officers of PR agencies and senior professors from business and communications schools. The study was funded by The Arthur W. Page Center for Integrity in Public Communication and supported by the PRSA Board of Ethics and Professional Standards and PRSA College of Fellows. Co-author is Amy Barnes, associate professor in the School of Mass Communications at the University of Arkansas at Little Rock and co-author of “Public Relations Ethics: PR Pros Tell Us How to Speak Up and Keep Your Job.” ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 80 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT BAYLOR COLLEGE OF ARTS & SCIENCES The College of Arts & Sciences is Baylor University’s oldest and largest academic division, with 25 academic departments and seven academic centers and institutes. The more than 5,000 courses taught in the College span topics from art and theatre to religion, philosophy, sociology and the natural sciences. Faculty conduct research around the world, and research on the undergraduate and graduate level is prevalent throughout all disciplines.

Baylor Media Expert Shares Thoughts Re: Charges of Biased Media Coverage of Minorities

Early this week, 18-year-old Nia Wilson was stabbed to death on a platform while transferring trains in Oakland, California. Authorities said the attack was unprovoked. Media coverage of Wilson's death included photos from her social media accounts. One California television station chose to share a photo of Wilson, who was African American, holding what appeared to be a gun. The decision to run that particular photo sparked outrage, with many saying the photo added to a trend of a biased media portrayal of minorities. Mia Moody-Ramirez, Ph.D., professor of journalism, public relations and new media at Baylor University, is an expert on mass media representations of women, minorities and other underrepresented groups. "This incident brings back memories of the shooting deaths of Trayvon Martin and Michael Brown. Media outlets used various photos to portray them as menacing. It also brings to mind the hashtag: #IfTheyGunnedMeDown, which asks the question: 'If they gunned me down, what photo would media use?'" Moody Ramirez said. "Historically, media outlets have used such photos to: 1) frame the individuals a certain way, 2) add interest to the story, 3) stir up conflict. Awareness that this is happening is the best way to stop it in the future. Black Twitter has taken on this cause. In the 'clap back' culture of Black Twitter, news outlets are very likely to get called out for such behavior." Moody-Ramirez is the co-author of the new book "From Blackface to Black Twitter: Reflections on Black Humor, Race, Politics, & Gender." In 2013, she co-authored "The Obamas and Mass Media: Race, Gender, Religion, and Politics." She also authored "Black and Mainstream Press’ Framing of Racial Profiling: A Historical Perspective." Source:

Trump's Twitter Practices Unconstitutional: New Media, First Amendment Expert Weighs In

On Wednesday, a federal judge declared that President Trump's practice of blocking critics from his Twitter account is unconstitutional. The ruling was reached after several plaintiffs accused the president of violating their First Amendment rights by blocking their access to his Twitter feed. The plaintiffs argued they’d been blocked specifically because of their critical viewpoints. Trump’s 9-year-old @realdonaldtrump account has more than 50 million followers. "Yesterday’s ruling is important because it gives people freedom to consume the opinions of public figures on social media platforms. This is the same right individuals have with any other public forum such as newsprint and broadcast media," said Mia Moody- Ramirez, Ph.D., professor of journalism, public relations and new media at Baylor University. Moody-Ramirez is a nationally recognized expert in topics of new media, race, class and culture. She studies the media framing of various issues, including people of color, women and political candidates. Her book "From Blackface to Black Twitter: Critical Reflections on Black Humor, Gender, Race & Politics" will be available this summer. "Justice Department lawyers argued that it was Trump’s choice and blocking individuals should be no different from the president deciding in a room who not to listen/talk to. However, the ruling distinguishes Trump’s Twitter account — which, like public parks, is under government control. In public forums, the First Amendment protects the freedom of speech, regardless of a person’s viewpoint," Moody Ramirez explained. "Worth noting," she said, "is this ruling will not affect ordinary Twitter users who can block and follow other Twitter users. President Trump’s account @realdonaldtrump is a space operated by the government for government business, and therefore, cannot limit speech based on an individual’s viewpoints." Moody-Ramirez is the author of several books, including: * "From Blackface to Black Twitter: Critical Reflections on Black Humor, Gender, Race & Politics" (Peter Lang), summer 2018 * "The Obamas and Mass Media: Race, Gender, Religion, and Politics" (Palgrave Macmillan) with Dr. Jannette Dates, 2013 * "Black and Mainstream Press’ Framing of Racial Profiling: A Historical Perspective" (University Press of America), 2009 She is available to speak to reporters. Source: