The study involves an analytical overview of the case of an Octomom who after giving birth through IVF for her first six children went ahead and used the same method to conceive and give birth to eight more children. The case would be analyzed in relation to the strategic public relations management by taking into account various factors revolving around public relations. Based on the existing evidence, the study would critically delve in public relations actions, ethical implications and general aspects in relation to how Killen Furtney Group operated within the short stint of 14 days. The study would apply various communication theories to ascertain the best communication theory that could have been used in such a situation. Note that the Octomom, formally known as Nadya Suleman was the unemployed mother of six before she got the eight children through the IVF. Seemingly, after the announcement of the miraculous birth, the news did not augur well with the vast majority. The public felt that she is overburdening the taxpayers since she depended solely on the public support fund to raise the children. Therefore, this study would underline various aspects related to the role the public relations play in respect to the case of Octomom.
Summary of the Case Study
Nadya Suleman is an American citizen hailing from California. She got married for twelve years and experienced a hard time conceiving through the natural procedures. Consequently, she conceived her first six children via the in vitro fertilization (IVF). After three years, albeit medical risks involved, she persuaded the doctor to implant all the six embryos which were left form the previous technological assisted conception. After the implantation of the embryos, she gave birth to eight more children to the displeasure of the public since she was already dependent on the public assistance scheme owing to the fact that she was unemployed. The public saw her acts deliberate and felt that she wanted to exploit the public assistance mechanisms to by having more children and burdening the taxpayers. Her action was received with a demonstration, anger, vile messages, and even death threats. For some period of time, she was put under protected custody by the state operatives. Due to the immense public scrutiny, she was represented pro bono by the Killen Furtney Group, the first public relation company. However, the involvement of the group was cut short due to various death threats that were sent to the company leadership.
Question One
The notable problem in the case of the Octomom was that she gave birth to children at the expense of the taxpayers. In the state of California, parents who cannot effectively fend for their children are enrolled in public support scheme. The scheme ensures that financial or any other assistance are offered to the children until it reaches a particular period. Nadya’s first children were beneficiaries of the child support scheme. Adding the other eight through artificial method was seen as blatant action which was meant to burden the taxpayers even more. It was estimated that in the run to the birth of the eight children, the Octomom had already received a sum amounting to over $169,000 to cater for her six children. The amount was likely to double up after the delivery of the eight children. Similarly, the use of IVF is not encouraged by the majority of American citizens. The situation could be worsened by the report that Nadya went against medical advice to conceive so many children knowing very well she was unemployed.
Though the delivery of the eight children was depicted as a stunt to earn celebrity status, the publicity she received opened numerous opportunities for her. Through public relations, Nadya received various invitations to debate on a television show which the payment was done in terms of the proceeds to the fourteen children. Similarly, she participated in the reality show with a British television company which paid her $250 per child per episode (Fox News 2009). Therefore, through the foundations laid by the public relations, Nadya was exposed to the world. Though her acts were used as a measure of moral decadence in American society by various pundits, Nadya braved the storms and made a career out of her situation. Similarly, from a rational point of view, it highlighted the extent a desperate woman could go to achieve her goals. Whether she was desperate for children or publicity, no one could tell.
Question Two
There are critical stakeholders that were affected either directly or indirectly by the public relations companies that were associated with Nadya. The most critical stakeholders are the clientele. A public relation company is hugely reliant on clients to operate and fund its activities. Therefore association with Nadya gave the company a negative publicity which to great extent, affected the client base. The other stakeholder is the media. For a successful public relation company to be established, there is a need to ensure that there a good rapport between the company and the media house. Media houses are used as avenues of marking or exposing a brand or an individual through reliable information and consistency.
Stakeholders and the public could be understood from the following perspectives. Stakeholders could be categorized as individuals or an individual who can determine the success of the organization. In the case study, the media, clients and the organization employees could be regarded as the main stakeholders. Without positive media coverage and effective coordination, the organization could easily lose its reputation. The clients contribute immensely to the day to day running of the organization through money charged in terms of fee and positive partnerships. The employees ensure that they give out their expertise to ensure that the organization provides stipulated services.
In the wake of the Octomom crisis, the clients affiliated to the public relation in question were mostly affected. Based on the existing sample messages they received, many were coerced into renouncing their association with the organization. However, those who stood the ground were subjected to vile insults and death threats which subjected them to living in fear. Apart from the messages they got from the public, their images and that of their brands under the organization were in great jeopardy. The continued association with Nadya could have impacted negatively on their image. On the other hand, the image and safety of the organization's executive were also in line. Being one of the major players, the executive of the organization faced death threats which prompted them to terminate their association with the organization. The negative coverage the organization received carried existential threat which could have jeopardized its competitiveness and clientele base. However, the media was not directly affected.
Question Three
SWOT chart
Based on the case study of Nadya, it is imperative to check the strengths, weaknesses, opportunities, and threats that contribute to or affect the functioning of the organization. A SWOT analysis is instrumental for many public relations organizations since help in managing resources efficiently, improving operations, discovering opportunities, dealing with risks and competitive positioning.
SWOT ANALYSIS CHART FOR THE CASE STUDY
STRENGTHS
One of the notable strength is that the company which represented Nadya had people of great expertise. The president of the public relations organization was a distinguished personnel who had represented clients from both the public and private sectors. Save for the public outcry, Nadya was represented by a reputable PR organization which could have positively worked on her image to the public.
The media houses and the state offered a substantial amount of support through required coverage and all rounded security for Nadya and the PR team.
WEAKNESSES
Nadya was hugely dependent on public support fund, grants and food stamps when she gave birth to the six children. Giving birth to the other eight was deemed insensitive and a burden.
The children lacked biological father who could have effectively contributed towards their upkeep.
The PR organization started a website which was meant to raise funds for Nadya without taking into account the probable public outcry.
OPPORTUNITIES
Through the efforts of the PR organization, Nadya received substantial support through public appearances and TV shows.
The money raised through such publicity was channeled towards the upkeep of the children.
THREATS
The public reception was not kind towards both Nadya and the PR organization which subsequently prompted the PR company to terminate its services to the Octomom.
The PR organization put the safety and image of its clients in the line taking into account the death threats the clients received.
Generally, the attitude of the public towards the PR organization changed and the PR was deemed to permit the acts of Miss Nadya.
Question Four
There are various ethical concerns in the case of Nadya. The ethical concerns range from medical practice concerns, public relations, and the societal beliefs in what is wrong and right. From the medical point of view, IVF should be used as a last resort to individuals who are having challenges in conception. The method is subject to various regulations and those who undertake the procedure are bound to stick to them. In the embryo implant, for instance, it is required that an individual like Nadya should have at most three embryos implanted in them. However, Nadya persuaded the doctor to implant all the six embryos, an act which blatantly went against the regulations. Promptly, the Medical Board of California revoked the medical license of the doctor involved.
In public relation code of ethics, PR practitioners are required to abide by the core values of advocacy, honesty, expertise, independence, loyalty, and fairness. The six values form the tenets of the public relation practices but they must be within the paradigm of public interest. Though the consultant represented the client pro bono, giving up from representing the client due to the multiple threats received went against the ethical practices anchored on loyalty, independence and advocacy. Seemingly, the practitioner stopped advocating in behest of the clientele and allowed to be swept away by the public pressure which almost chocked them up. However, taking into account the negative public debate it generated and the losses the organization could have incurred, to some extent terminating the association was appropriate. Note should be taken that in everything a practitioner does, public interest comes first. Therefore it safe to conclude that the consultant could have not represented the lady in the first place.
The individual who was most affected by the action of the practitioner were the clients who were associated with the organization and whose images were in line. The actions not only hurt their brands but also contributed immensely to the negative publicity that they received. In my conclusion, I firmly disagree with the actions taken by the practitioner to represent Nadya. One of the critical assumptions any public relation consultant should put in place is the public interest and public opinion. The case about Nadya weighed a negative public interest which caused the vicious public response. Therefore it was wise for the PR organization to dissociate itself from the client since there was no value it could have added to the organization but instead it has made the organization depicted as irrational, insensitive, and naïve which has dented the reputation of the company.
Question Five
Various media houses gave their mixed coverage on Nadya. Some openly reprimanded her actions while other adopted a moderate approach towards the subject. It should be noted that the name Octomom was a product of the media which referred to her that way in reference to her giving birth to eight children. She became the subject of constant media attacks and malicious debates and reporting. In some sections of the media, she symbolized the moral decadence in the society. The name Octomom could be seen as a derogatory term which the media coined to shame her in the wake of negative publicity she received. For instance, for instance, Fox News reported that Nadya lied to the sperm donor and blatantly conceived while she knew she was unable to independently raise the children.
Social media platforms were flooded with groups which supported and dismissed Miss Nadya in equal measure. Based on the reports, over millions of negative comments were posted meaning that Nadya and the children were exposed to indecent comments and vile abuses which was unethical. Therefore, the relationship between the PR practitioner and the media seemed unfruitful. The media seemingly took sides with the public court and offered a platform for the situation to worsen. Doorley and Garcia (2015) note that the social media platforms which are unregulated took the advantage to ensure that it proliferates the hatred that was directed towards Nadya and the children. The media should be a conduit of passing authentic information and instilling sanity rather than offering a platform for bashing people. Precisely, the media precipitated the situation and the PR practitioner did quite little to quell the proliferation of such innuendos which could have limited threats channeled towards Nadya and anyone associated with her.
Question Six
First, avoiding the creation of websites for fundraising. It should be noted that the public outcry mainly emanated from the fact that Nadya was on public support scheme when she had the first six children. The public saw that it was irresponsible for an individual to give birth to children she could feed. Therefore delivering eight other children were seen as an impunity and a bid to burden the people yet there was an economic crisis all over the country. The people detested the prospect of the support fund she will receive would multiply at their expense. Therefore, creating a website meant to raise more funds from the disgruntling public was not only seen as insensitive but also contemptuous to the hard economic times. It is my belief that the creation of the fundraising website precipitated the vile attacks Miss Nadya received.
On the other hand, the practitioner could have held multiple press conferences and organized interviews to clarify various issues. Doorley and Garcia (2015) note that one of the most important roles of public relations personnel during a crisis is to ensure that people are informed timely about the plans and any other developments arising. Regular updates serve various functions. First, it offers a platform for debunking misinformation associated with the crisis and also acts as an assurance to the public on the on-goings. It should be noted that misinformation rapidly proliferates in cases where there is no authentic communication during the crisis (Doorley and Garcia 2015). Though the practitioner seemingly contacted the media and communicated to the public, her communications did not address the concerns of the public. Through honesty, she could have advised Miss Nadya to stay away from the limelight and take up the mantle of representing her and responding to queries on her behest. In contrast, Miss Nadya and her parents offered interviews which conflicted each other thus jeopardizing the process of winning back the public trust.
Lastly, the practitioner could have barred media and television shows from conducting interviews and exposing the children. When the children were still young, Miss Nadya received invitations to attend interviews and star in reality shows. Though the shows were meant to earn her money and it exposed the privacy of her children for public scrutiny. In Western culture, giving birth to fourteen children unacceptable especially when you are dependent on food stamps and public support initiatives. Therefore, staring, in reality, shows not only exposed her children to the public but also precipitated the prejudice and the vile messages she received. Similarly, when she decided to feature in the shows, it strengthened the public assertion that she gave birth to many children so she could earn publicity. It is reported that the Hollywood director who was tasked with the whole process worried whether she was using the children unethically to earn a living. His concerns are reminiscent of the concerns of the majority of the people in the public who criticized her. Such occurrences could have been avoided at all costs by the PR practitioner.
Therefore the best response strategy that could have been used is through press statements and interviews which were to be strictly carried out by the qualified PR practitioner. The information given should be coherent, honest, and represent the status on the ground. Accepting that there was a mistake done and giving assurances and disclosing the media deals she landed could have been an ideal way of suppressing public outcry and assuring them that Nadya is doing all she can to help the children. Using the mainstream media, issuing press releases and giving interviews on behalf of the whole family could have been the most ideal strategy used by the practitioner. For instance, there were instances where the family would give incoherent and conflicting interviews which would further fuel public outcry and onslaught. Similarly, there was a news outlet which quoted Nadya saying she does not like the children. Restraining her and her family could have proved pivotal in countering the misinformation that culminated to hate and prejudice towards her and her close associates.
Question Seven
The giving birth of the eight children by Nadya was a subject to public scrutiny and debate in equal measure. Through social media and mainstream media platforms, the issue was discussed at length. She gained the criticisms and accolades alike. However, what stands out is that she received an international media attention which was as a result of the fact that she was the only female to have given birth to eight children and none of them died. Only the Chukwu family managed that but their children died after some time. Therefore, her success and record-breaking delivery were bound to draw media attention and that exposed her to the international limelight. The following are ways in which media houses reported her case and how the reports justify my point of view.
First, the media subjected Nadya to unnecessary scrutiny. Though the size of her family was relatively large, she was not the only one who have larger families. According to the Guardian (2009), the McCaughey and Duggar families also had large families but did not receive so much attention from the media houses. The Guardian (2009) notes that several media platforms opened the debate to discuss varied issues. The issues surrounded the medical ethics in carrying out such embryo implant, the social responsibility associated with taking care of the children among other. The column further highlights that Nadya is not a moralist and would do anything to achieve her dreams of having large families. It emphasizes that the media attention Nadya received should be squarely blamed on her and her family since they were readily available to attend interviews and shows. In the shows, the parents registered their disgust and resentment towards her which even worsened the situation.
Public relations did less to dispel rumors. In the wake of all the controversies surrounding the children, there was poor coordination between the family and the media CTV News (2009) reported that the mother was so preoccupied with her attending interviews than staying with the children. In that case, it shows that Suleman was allowed to attend multiple events which not only exposed her for further scrutiny but also precipitated misinformation. Her attendance never achieved anything tangible especially when it comes to quelling the dissatisfaction of the public. Her privacy and that of her children was not guaranteed based. She was constantly stalked by paparazzi who would take her picture and concoct misinformation based on the pictures.
On the other hand, I believe it is unethical for Nadya to engage in such publicity at the expense of the children. Most people held that the main reason why Nadya conducted the IVF is to gain publicity. Though she regularly denies that her children were used as publicity stunt tools, it is evident that Nadya was determined to get into the media limelight at all cost. She was supposed to be content with the six children she already had. However, through IVF, she managed to give birth to eight more children knowing very well she was financially incapacitated. Media houses such as Tabloid TV delved on the facial physique of Nadya and concluded that her resemblance with Angelina Jolie might have prompted her to have numerous children. Tabloid TV classified her as Angelina Jolie wannabe who can do anything no matter how immoral it is to look like the actress (The Guardian, 2009). Further, the news outlet described her actions selfish and irresponsible and should not be condoned. To reinforce the assertion, the Guardian reports that the neighbors are fed up with the media presence around them which Nadya seems to enjoy and thrive on. Her willingness to feature in interviews to make money and feature in reality show can signify that Nadya aspired to be in the limelight even though odd deeds.
Her case opened debate on the need to regulate IVF. IVF is an expensive conception mechanism which is applicable mostly to individuals who are relatively rich. According to CNN (2009) during the Dr. Phil Show in 2009 which was meant to discuss the Octomom case, the use of IVF exposed Nadya as irresponsible and a very confused young woman. The show questioned the ethics behind the use of IVF and whether there is a need for its censorship. Through various respondents, the debate was rounded up with a suggestion that instead of bashing Nadya, there is need of her being helped.
The Octomom and the doctor mutually benefited at the expense of the public relations expert. It should be noted that the IVF costs approximately $15000 for one circle. Therefore, the doctor benefitted through the monetary gains he made to ensure that the conception is successful while Miss Nadya exploited the pro bono services offered by the PR organization. Through the positive influence the specialist wedged with the short stunt of fourteen days, various individuals offered her so many bits of help and monetary aid to supplement all she got through public support by the state. Through positive publicity which was hugely influenced by the practitioner, image rights and other reality show deals came calling. According to Fox News (2009), several media houses and reality TV shows offered her money to participate in the respective shows. Until date, Nadya is well known as journalist and TV star thanks to the eight children and exposure she generated from the media and the PR organization.
Applicable Theories of Communication
Agenda Setting Theory
This theory holds that mainstream media organizations could determine what people cogitate newsworthy by deciding how much attention a particular news story is accorded. Through salience transfer, the media houses can render a story worth considered a news or a normal happening depending on the airtime it is given and how deep the media houses discuss such news (DeFleur " DeFleur 2016). Therefore, taking into account our case study, the theory could have applied to elicit debate or the media houses could have decided to let the story die altogether. However, it seems the media houses made the case of Octomom their agenda and that's why it received the worldwide attention. Based on the tenets of this theory, it is evident the media houses picked up the Octomom case and made a news out of it and blew it out of proportion.
Cultivation Theory
The theory is based on the assumption that media could shape individuals sense of reality. DeFleur " DeFleur (2016) assert that since many people acquire information through media channels and the information sometimes does not reflect their experience, their perception of things is heavily influenced by the media sources. In other words, the media influences individuals' perception based on what they report. The case of Nadya received criticisms and rebuke the more media houses aired the story. Seemingly, the media houses inculcated a perception in people based on their constant focusing on Nadya. The more she was exposed to the media, the more anger and vile messages she received. All was due to the perception that media has inculcated in her as a result of constant focus.
Cultural Studies Theory
The theory asserts that mass media embodies ideologies held by the dominant groups or classes in the society. It asserts that through massive influence from such group and the need to make a profit, mass media is always aligned to the dominant cultural practices of the contemporary world for them to be seen as conformists (DeFleur " DeFleur 2016). Therefore, everything they would report about must be in line with the ideals held by the dominant class or group of people. In relation to the case study, it seems that the media was hugely affected by the cultural ideals of the society. The outcry was not because she had eight children but because she had 14 children though she cannot fend for them alone. American society abhors large family and that is their cultural life. The case could have reported the same if it happened in developing nations since most cultures see children as a source of wealth not curse the way it was depicted by the American media aligned to the western cultures.
References
CNN, 2009, http://larrykinglive.blogs.cnn.com/2009/02/25/dr-phil-talks-to-octomom-says-she-needs-help-not-scorn/
CTV News, 2009, https://www.ctvnews.ca/octomom-nadya-suleman-to-appear-on-abc-s-the-view-1.484781
DeFleur, M. L., " DeFleur, M. H. (2016). Mass communication theories: Explaining origins, processes, and effects. Routledge.
Doorley, J., " Garcia, H. F. (2015). Reputation management: The key to successful public relations and corporate communication. Routledge.
Fox News, 2009, https://www.foxnews.com/story/fertility-doctor-octomom-profited-from-partnership
Los Angeles Times, 2009, http://articles.latimes.com/2009/feb/28/entertainment/et-octuplets28
The Guardian, 2009, https://www.theguardian.com/commentisfree/cifamerica/2009/feb/10/nadya-suleman-octuplets-ethics
