A place where cancer patients, survivors and family members of loved ones suffering or lost to cancer can come together to share, remember and provide hope for those in need....the mission for the development of the blog site for Heal magazine in my eye will be just that.
Just recently losing my Aunt to brain cancer, I know in order to get through something as tragic as this disease can be, it is essential to talk to others who are in the same situations. Having a soundboard such as a blog, a place to hear and talk to "people like you," creates just that environment.
In order for Heal's blog to be a success, the blog must be updated with current news and consist of bloggers who have cancer, are recovering from cancer or treat cancer.
Blogs such as Glamour's Magazine, Life with Cancer, takes you through the journey of Glamour editor, Erin Zammett Rudy's struggle with Leukemia. (http://www.glamour.com/lifestyle/blogs/editor). The Cancer Blog (http://www.thecancerblog.com) provides news, resources and personal perspectives from cancer survivors and those passionate about health topics regarding cancer.
Heal's blog must also contain sidebar topics such as links to the various types of cancer, treatment, prevention, causes of cancer, news related articles, survivor stories and commemorations.
In order to draw participants and keep them coming back, Heal's blog must provide a wide variety of information for each person affected by cancer in some way.
To visit Heal magazine go to http://healtoday.com
Friday, February 23, 2007
Wednesday, February 14, 2007
Oakville Grocery's Communication Plan
Last summer I had the privelege of interning for the Richards Partners. During my time there, myself and six others interns created a communications plan for Oakville Grocery, a new grocery store from Oakville, California coming into the heart of Victory Park.
Our complete plan consisted of the following: background information, situation, public relations objective, target audiences, competitors, communications research, communications plan, media targets, pre-launch teaser, VIP store launch, grand opening and future recommendations.
Instead of writing out our whole communications plan, I am going to provide you with the situation we were faced with in order to create the communication plan.
Situation:
From its humble beginnings as a "little country store" in the Napa Valley region of California, Oakville Grocery has transformed from a general store offering daily essentials into a sophisticated specialty food store - all while maintaining a small-town charm. Along with this transformation comes expansion. With the highly anticipated development of Victory Park area in dowtown Dallas, Oakville Grocery will seize the opportunity to bring its sophistication and impressive customer service to a revitalized urban area.
By opening its first store outside California, Oakville Grocery will be launching its largest expansion effort to date. Oakville will move into a 7,000 square-foot space with a 1,600 square-foot patio in The House by Starck and Yoo, a 28-story residential building with 30,000 square-feet of retail, which is scheduled for completion in 2008. The opening of the store promises to bring downtown a new specialty grocery store experience that will be distinctive compared with that of any competitor. Oakville Grocery's newly established informal restaurant concept, diverse wine selection and specialty market quality will capture the character of trendy urban living in the Victory Park area.
Oakville is famous for maintaining its focus on Northern California and regional products. However, it will be necessary for the store to incorporate Southwestern influences into its products and marketing while bringing a large piece of California to the Lone Star State.
Stores such as Eatzi's, Whole Foods Market, Urban Market and Central Market have catered to specialty grocery shoppers in the Dallas area. However, unlike each of these stores, Oakville Grocery is unique in that its origins are on the West Coast. This gives the store an exclusive opportunity to provide the area with a new perspective on the specialty grocery store experience.
The summer 2006 Richards Partners interns will illustrate how Oakville Grocery can successfully establish and sustain a strong, matchless presence in the fast-growing Victory Park area while staying true to its Napa Valley values and traditions.
Our complete plan consisted of the following: background information, situation, public relations objective, target audiences, competitors, communications research, communications plan, media targets, pre-launch teaser, VIP store launch, grand opening and future recommendations.
Instead of writing out our whole communications plan, I am going to provide you with the situation we were faced with in order to create the communication plan.
Situation:
From its humble beginnings as a "little country store" in the Napa Valley region of California, Oakville Grocery has transformed from a general store offering daily essentials into a sophisticated specialty food store - all while maintaining a small-town charm. Along with this transformation comes expansion. With the highly anticipated development of Victory Park area in dowtown Dallas, Oakville Grocery will seize the opportunity to bring its sophistication and impressive customer service to a revitalized urban area.
By opening its first store outside California, Oakville Grocery will be launching its largest expansion effort to date. Oakville will move into a 7,000 square-foot space with a 1,600 square-foot patio in The House by Starck and Yoo, a 28-story residential building with 30,000 square-feet of retail, which is scheduled for completion in 2008. The opening of the store promises to bring downtown a new specialty grocery store experience that will be distinctive compared with that of any competitor. Oakville Grocery's newly established informal restaurant concept, diverse wine selection and specialty market quality will capture the character of trendy urban living in the Victory Park area.
Oakville is famous for maintaining its focus on Northern California and regional products. However, it will be necessary for the store to incorporate Southwestern influences into its products and marketing while bringing a large piece of California to the Lone Star State.
Stores such as Eatzi's, Whole Foods Market, Urban Market and Central Market have catered to specialty grocery shoppers in the Dallas area. However, unlike each of these stores, Oakville Grocery is unique in that its origins are on the West Coast. This gives the store an exclusive opportunity to provide the area with a new perspective on the specialty grocery store experience.
The summer 2006 Richards Partners interns will illustrate how Oakville Grocery can successfully establish and sustain a strong, matchless presence in the fast-growing Victory Park area while staying true to its Napa Valley values and traditions.
Friday, February 9, 2007
Media Relation Strategies
Like any relationship, PR professionals must cultivate an on-going exchange with the media, which includes time, energy, investigation and networking. This is absolutely essential in order to maintain strong and reputable relationships. Here are ten tips on how PR practitioners can maintain strong media relations.
1. Time and Energy- Time and energy are crucial within media relations. PR practitioners spend a great deal of time on the phone and checking-in with their media contacts. Press releases must be sent out on time, media must be kept fully updated and press calls must be made during a certain time frame. You are always competing for time, time to get your point across and air time for your client.
2. Investigation- PR professionals must read articles their media contacts are writing or blogging about in order to possibly pitch that story he/she has been working on that would tie in perfectly with their contact’s beat. The media is key to getting the coverage of events you need, and the kind of coverage you want.
3. Networking- Understand the media people you are trying to influence and make sure they understand you. If you have a positive and strong relationship with your media contact, when developing a broadcast piece, a producer can project the story your way and likewise, when developing print coverage, a journalist can spin the piece to your liking.
4. Succinctly Articulate- A fundamental rule when speaking with the media is to succinctly articulate the issues at hand. Be concise and clear, yet prepared to go into details if there is an opportunity. Always get the "who," "what," "where," and "when" out first. While the "why" is important, your first purpose is to get the news crew to the event. Speak seriously about your issue; don’t be boring or too forceful. Be professional.
5. Never lie- Given time or sometimes even immediately your lie will surface, making your good story into a bad one very quickly. You will lose credibility and lose the audience or consumers that once valued your opioin or products. Always be truthful even if you don't know the answer.
6. Get Personal- Remember they are people too, get to know them not only on a working level but a personal level as well. Invite your media contacts to your organization, workshops and events.
7. Interesting People-Find a person in your organization who can attract press attention. Some people are media stars and media savvy. Is there anyone who can provide a human-interest story for your organization? Find someone who has experienced the issue you are addressing and train your spokesperson to present himself/herself in a presentable, positive manner. This will provide credibility to the issue at hand.
8. Interesting Places- Hold an event somewhere that will reveal your message in a positive way. If you are covering the development of an up and coming high-end shopping center, go on site and hold a press conference with visuals displaying what the site will look like when the center is completed. Come up with unique and interesting ways to draw the media into your issue.
9. Interesting Subjects- “Talking heads” at a press conference are boring and ordinary. Find appropriate visuals to help portray what you are trying to communicate. Always keep in mind the photo-opt that will be captured in the paper the next morning or on the evening news. The best visual is the one that requires the fewest words to explain.
10. Maximize Every Opportunity- Find ways to promote your event in advance by creating main points. It is free advertising, and will build interest in what you really want covered. The best media events have plenty of action and creativity. Deliver your message with energy and enthusiasm.
http://tenant.net/Organize/media.html
http://www.pr-squared.com/2006/10/love_affairs_blogger_relations.html
1. Time and Energy- Time and energy are crucial within media relations. PR practitioners spend a great deal of time on the phone and checking-in with their media contacts. Press releases must be sent out on time, media must be kept fully updated and press calls must be made during a certain time frame. You are always competing for time, time to get your point across and air time for your client.
2. Investigation- PR professionals must read articles their media contacts are writing or blogging about in order to possibly pitch that story he/she has been working on that would tie in perfectly with their contact’s beat. The media is key to getting the coverage of events you need, and the kind of coverage you want.
3. Networking- Understand the media people you are trying to influence and make sure they understand you. If you have a positive and strong relationship with your media contact, when developing a broadcast piece, a producer can project the story your way and likewise, when developing print coverage, a journalist can spin the piece to your liking.
4. Succinctly Articulate- A fundamental rule when speaking with the media is to succinctly articulate the issues at hand. Be concise and clear, yet prepared to go into details if there is an opportunity. Always get the "who," "what," "where," and "when" out first. While the "why" is important, your first purpose is to get the news crew to the event. Speak seriously about your issue; don’t be boring or too forceful. Be professional.
5. Never lie- Given time or sometimes even immediately your lie will surface, making your good story into a bad one very quickly. You will lose credibility and lose the audience or consumers that once valued your opioin or products. Always be truthful even if you don't know the answer.
6. Get Personal- Remember they are people too, get to know them not only on a working level but a personal level as well. Invite your media contacts to your organization, workshops and events.
7. Interesting People-Find a person in your organization who can attract press attention. Some people are media stars and media savvy. Is there anyone who can provide a human-interest story for your organization? Find someone who has experienced the issue you are addressing and train your spokesperson to present himself/herself in a presentable, positive manner. This will provide credibility to the issue at hand.
8. Interesting Places- Hold an event somewhere that will reveal your message in a positive way. If you are covering the development of an up and coming high-end shopping center, go on site and hold a press conference with visuals displaying what the site will look like when the center is completed. Come up with unique and interesting ways to draw the media into your issue.
9. Interesting Subjects- “Talking heads” at a press conference are boring and ordinary. Find appropriate visuals to help portray what you are trying to communicate. Always keep in mind the photo-opt that will be captured in the paper the next morning or on the evening news. The best visual is the one that requires the fewest words to explain.
10. Maximize Every Opportunity- Find ways to promote your event in advance by creating main points. It is free advertising, and will build interest in what you really want covered. The best media events have plenty of action and creativity. Deliver your message with energy and enthusiasm.
http://tenant.net/Organize/media.html
http://www.pr-squared.com/2006/10/love_affairs_blogger_relations.html
Thursday, February 1, 2007
How Communication Has Evolved
"[Society has] entered the era of mass personalization. People expect far greater participation in their favorite brands and companies. They also want news and information when they want it and how they want it," says Founder and Chairman of Edelman, Daniel Edelman. People are increasingly doubtful of those in positions of authority; Consumers pick who and what they believe, and with access to almost any information will create their own network of trust. The traditional model of top-down communication is simply no longer effective.
From past major government issues to corporate scandals such as Enron, WorldCom and the termination of AIG CEO Maurice Greenberg, people are becoming skeptical about what they hear and who they hear it from. beyond the deficient assurance in traditional sources of information lies the wisdom of ordinary people like ourselves. Being in London during the July 7, 2005 bombings, I saw first hand how the BBC has taken this on, bringing stories from journalists who were at the "front lines". The employee is the new credible source for information about a company, giving insight from the scene. In Edelman’s 2006 Trust Barometer, six of the 11 countries surveyed, the “person like yourself or your peer” as the most credible spokesperson of a company and among the top three spokespeople in every country surveyed.
Pam Talbot, Edelman’s US president and CEO, states “People are saying, ‘I can no longer rely on a single source of information.’ The omniscient, all-powerful source – whether a news anchor, doctor, CEO, or government official – is gone.”
People want to hear messages delivered by real people, or “people like me” as Edelman likes to say. Embracing new technologies is absolutely essential. From employee blogs to podcasts, audiences are becoming ever more segmented. Blogs allow anyone to share their thoughts, their experiences and their knowledge. Through this simple word of mouth process, brands are being marketed and capturing readers so much more than in the past. What’s happening with information is like what is occurring with products: Everything has become more personalized to the individual. From Ipods and cell phones to ordering your own personalized Starbucks coffee, you can have exactly what you want. "Going to 'people like me' for recommendations gives you the highly specialized information you can use to make your choices," says Talbot. "There’s high relevance and high specificity. [Blogging allows you to build] your own information sources and networks, not buying or accepting the one-size-fits-all model."
PR companies use blogging to track trends, hear dislikes and likes about companies and their products and ultimately follow what ordinary people are saying about their clients. Employees want to hear the insights and experiences people have about anything associated with their company. Blogging enables personalization, which consequently allows learner-specific strategies to address individual needs and expectations while increasing customer satisfaction and company success.
http://www.edelman.com/trust/2007/prior/2006/FullSupplement_final.pdf
From past major government issues to corporate scandals such as Enron, WorldCom and the termination of AIG CEO Maurice Greenberg, people are becoming skeptical about what they hear and who they hear it from. beyond the deficient assurance in traditional sources of information lies the wisdom of ordinary people like ourselves. Being in London during the July 7, 2005 bombings, I saw first hand how the BBC has taken this on, bringing stories from journalists who were at the "front lines". The employee is the new credible source for information about a company, giving insight from the scene. In Edelman’s 2006 Trust Barometer, six of the 11 countries surveyed, the “person like yourself or your peer” as the most credible spokesperson of a company and among the top three spokespeople in every country surveyed.
Pam Talbot, Edelman’s US president and CEO, states “People are saying, ‘I can no longer rely on a single source of information.’ The omniscient, all-powerful source – whether a news anchor, doctor, CEO, or government official – is gone.”
People want to hear messages delivered by real people, or “people like me” as Edelman likes to say. Embracing new technologies is absolutely essential. From employee blogs to podcasts, audiences are becoming ever more segmented. Blogs allow anyone to share their thoughts, their experiences and their knowledge. Through this simple word of mouth process, brands are being marketed and capturing readers so much more than in the past. What’s happening with information is like what is occurring with products: Everything has become more personalized to the individual. From Ipods and cell phones to ordering your own personalized Starbucks coffee, you can have exactly what you want. "Going to 'people like me' for recommendations gives you the highly specialized information you can use to make your choices," says Talbot. "There’s high relevance and high specificity. [Blogging allows you to build] your own information sources and networks, not buying or accepting the one-size-fits-all model."
PR companies use blogging to track trends, hear dislikes and likes about companies and their products and ultimately follow what ordinary people are saying about their clients. Employees want to hear the insights and experiences people have about anything associated with their company. Blogging enables personalization, which consequently allows learner-specific strategies to address individual needs and expectations while increasing customer satisfaction and company success.
http://www.edelman.com/trust/2007/prior/2006/FullSupplement_final.pdf
Subscribe to:
Posts (Atom)
