Net Neutrality or Internet Freedom: How the Repeal of Net Neutrality May Affect PR

Cayce Myers in his article "Net Neutrality or Internet Freedom? How the Repeal of Net Neutrality May Affect PR" that appeared on the Institute for Public Relations website on 19th December 2017 ponders over the effect of the Federal Communication Commission's repeal of the net neutrality regulations on Public relations professionals and what these changes mean to them. Myers defines net neutrality as the practice where all content on the internet is delivered at the same speed. He further explains that the net neutrality practice prohibits internet service providers from charging for faster delivery of content. The net neutrality policy was adopted by the FCC in 2015 and it dismissed internet service providers from blocking content, slowing down delivery of certain content and allowing people or organizations to fro faster delivery of their content. The adoption of this regulation by the FCC was intended to preserve the internet as an open forum with an equal access to content. However, it is the repeal of this regulation under the Trump administration that worries Myers. Republicans had earlier criticized this regulation and with Ajit Pai becoming the Republican Commissioner of the FCC the decision to repeal this regulation was made. Pai argued that net neutrality regulations as counterproductive to the development of the internet. He also argued that these regulations burdened small ISPs with costly compliance procedures. The reorientation of the FCC under the Trump administration ensured a 3-2 success to the FCC's repeal of the net neutrality laws. The highly politicized decision was branded "Restoration of Internet Freedom" Pai said that this decision will bring about the evolution of the internet because it will loosen the grip of the federal government on ISPs and also the involvement of the Federal Trade Commission will ensure there are no deceptive practices by ISPs.

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It is this decision that has aroused the curiosity of Myers to question what this repeal means for Public relations. Myers argues that the effect of this repeal on Public relations is dependent on what the internet providers will do. With the repeal process still underway, despite the promise by some of the ISPs that they will not slow or block content, Myers argues that it is important for PR professionals to be aware of the possibilities that exist under the repeal of net neutrality. With the new regulation giving the ISPs the power to charge for faster delivery of certain content it is extremely important for PR professionals to weigh over all the possibilities. Myers highlights some of the things that PR professionals might experience in case the ISPs began to make changes to the online delivery of content. First, these changes will mean that paid communication will be more important because the content will reach the designated audience faster. Secondly, these changes will affect small clients adversely because of the lack of communication strategy and sufficient budget for paid media. Finally, Myers argues that PR professionals may have to increase bottom line cost for work product because the new regulation increases flexibility on the urgency of content delivery and thus the need for budgetary changes.

This article by Myers is very informative to PR professionals because in the wake of these new regulations organizational changes are necessary and it is wise for professionals to be ahead of the competition. The possible experiences that Myers suggests are so practical in the embrace of these new regulatory changes. As a PR professional Myers gives us a projection of what to expect and prepare for in all incidences of change that may result from the repeal of net neutrality regulations.

The Influence of Employer Branding in Internal Communication

In his study "The Influence of Employer Branding in Communication" Neill seeks to understand the role of internal communicators and employer branding. He uses a sample that is composed of 32 executives and 20 public relations practitioners, 5 human resource workers, 1 marketer and 6 external consultants who were advisors to internal communicators in marketing, human resource, and public relations. Neill's sample is composed of executives who worked in corporate, non-profit, agencies and government organizations. Some of the employees that Neill chooses are working in fortune 500 companies that have been featured among the top 100 companies to work for. After interviewing the internal communicators, he finds out that they were aware of employer branding and willing to embrace the employer branding movement. After analyzing the outcome of these interviews Neill gives recommends that include the need for employers to use employee testimonials and historical stories to communicate ethics and the need for employers to evaluate and reward employees who model ethical behavior through annual performance through annual performance reviews and award programs.

Neill appreciates the strong communication skills that public relation practitioners possess and the impact these skills can make in the development of materials and videos wired to promote ethics and values. He also emphasizes the need for public relation professionals to work together with human resource officers. Finally, Neill recommends that public relations professionals should not be limited to the communication roles only but they should also participate in the planning phase and the evaluation phase. In the planning phase, PR professionals will be involved in the identification and refining of values and the conducting of surveys and qualitative research.

The recommendations and suggestions that the author of this study makes seek to empower the Public relations officer to diversify his/her roles in the organization by to pursuing a seat at the tables of planning and evaluation of values. It also emphasizes the collaboration between human resource practitioners and PR professionals in the promotion of organizational ethics and values. Neill's study is empowering and challenging for PR professionals.

References

Myers, C. (2018, February 16). Net Neutrality or Internet Freedom? How the Repeal of Net Neutrality May Affect PR | Institute for Public Relations. Retrieved from https://instituteforpr.org/net-neutrality-internet-freedom-repeal-net-neutrality-may-affect-pr/

Neill, M. (2016, August 17). The Influence of Employer Branding in Internal Communication | Institute for Public Relations. Retrieved from https://instituteforpr.org/influence-employer-branding-internal-communication/