Throughout this semester in Advanced Communication Skills I have learned numerous best practices from the pros in public relations. In this last entry, I have mentioned just seven that I have found to be most valuable.
1. Read the newspaper- You must read newspapers and keep up with the trends, way of life and what is going on a local and national level. You have to know how the media works and how they reach the public. This is among one of the most essential elements of public relations.
2. Transparency- act like you have nothing to hide. A Coca-Cola case study involved nine children who got sick in Belgium after drinking Coke. This was made known to the public and Coke failed in taking care of this issue solely because the company did not confront the issue. There was no transparency; they left people in the dark, so in turn Coca-Cola got a lot of negative press. Coke tried to deny responsibility. Being forth coming and taking care of the issue is always better. It allows the public to know exactly what is going on, so no questions are raised about the company. PR has a lot to do with image control and transparency is needed to keep a good image perception. (http://www.icmr.icfai.org/casestudies/catalogue/Marketing/MKTG097.htm)
3. Corporate Social Responsibility- Image perception also relies heavily on corporate social responsbility. Companies have to maintain one especially because of the Internet. Companies are being held much more liable because information is out there for anyone to see. Paul Kelley, CEO of Harrison and Cowley, spoke about CSR and how he advises his clients. Kelley states, "Go through the motions becasue if you don't, there are consquences and you will suffer those."
4. Mass Personalization- These days companies have to cater more to the individual. Nike has done this by beginning their NikeID line (http://nikeid.nike.com/nikeid/index.jhtml#home). Consumer can actually go online and build their own shoes, choose the colors they want and even add your name onto your shoe.
5. People like me- Consumers are no longer trusting those in positions of authority, consumers would rather hear from "people like me." By building their own networks within blogs or other websites, consumers choose who and what they want to believe. 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 (http://www.edelman.com/trust/2007/prior/2006/FullSupplement_final.pdf).
6. Grasp a hold of new technology- Since the “New Frontiers in Employee Communications” study in 2004, the 2006 report states, "the number of blogs globally has doubled more than three times, growing from roughly 6 million to more than 57 million." (http://www.edelman.com/image/insights/content/NewFrontiers2006_Finalpaper.pdf) Blogs have become an essential part of almost every company. Blogs allow companies to write about new products, upcoming events and reach a wide range of audiences. Blogs can be used for news, political campaigning, events or any subject matter. This social media is interactive and allows readers to leave commentary, responding positively or negatively to any post.
7. Use your resources- There are so many companies these days that have gone global. PR companies who have offices around the world are in luck when a company is trying to merge into a different geography. It is absolutely essential to use these resources in order to figure out the culture of the area you are trying to integrate into. Euro-Disney when coming into Europe had numerous problems. Being such a success and icon in America, Euro-Disney thought they could just go into Paris and be just as successful. They failed miserably because they did not do their research. They tried to bring in American ways and people resented that and their arrogance was quite prevalent. It is absolutley essential to get that culture you are trying to emerge into to help you out.
Wednesday, April 25, 2007
Wednesday, April 11, 2007
SMU Trend Challenge...The "New Entrepreneur"
Our class assignment this week was to analyze how young people (18-35) are redefining their values concerning work, careers and happiness. A key shift in this generation is the rise of entrepreneurs.
Young people are taking their future into their own hands and with that comes a shift in attitude towards work. In this day and age, recent graduates do not want to work for a nagging boss or start off in a entry-level job, they want success and they want it now. Although most know its a far fetched dream and unrealistic, in my personal observations, young people are becoming entrepreneurs as a side job while working in their field of interest, remaining hopeful that credibility will be built, contacts will be made and their once far fetched dream may eventually become a reality.
At SMU, I know several people who have started their own business. Andrea Swain, a senior art history major began designing her own hand bags (http://www.andreaswain.com/) in college.
Harrison Hughes, a senior real estate/finance major, is the CFO of a clothing line called Southern Tide (http://www.southerntide.net/).
"I feel like our generation is itching to be great right after they graduate, and the best way that they can show their creativity to the world is by becoming entrepreneurs," says Swain. "I did not want to sit back and let someone else decide my future. There is a certain rush of excitement and love that one has for something they have created."
Personally, I have always had a dream a becoming a event planner and owning my business with some friends from SMU. After speaking with women who have actually done so, I know it would not be easy. You have to have experience in the field in order to gain any credibility and you have to know people, lots of people, to help you transfer your dream to reality.
Swain calls it "luck." "To make a successful business one can be very hard working and bold, but a lot of it is also luck," explains Swain. "So although being your own boss can sound ideal, you are completely liable for anything that occurs in your business. I started creating handbags, after doing a lot of research, and luckily got in contact with a manufacturer that suited my needs. I plan to expand slowly over time, and eventually moving into other genres of Fashion such as jewelry, shoes etc."
Success comes in various forms, starting from some of the smallest, simplest tasks. Overcoming a challenge or a new venture is another success. It's nothing easy, but if you work hard, get in contact with the right people and know the business well enough, you just might make it happen.
"To me success comes in different stages, says Swain. "Ultimately, it was making my idea a realization, through my hand bag line, web site, business cards, etc. Then actually selling in small boutiques and selling my bags online, brought me another level of success. By starting a business during college I was able to see if I would in fact be able to turn this life long passion into a life long career."
Young people have been breed to be successful. With teachers, parents and adults constantly telling us how hard the workplace can be, how hard it is to make a living, how hard it is to be able to provide for a family, young people in turn are not willing to trust their bosses for that long awaited promotion, they are starting their own businesses and taking a hold of their futures. Entrepreneurs are on the rise with fresh faces and unique ideas, so you better watch out, it's out with the old and in with the new.
Swain states, "As an entrepreneur, I believe you do not reach a glass ceiling of success, the possibilities are instead endless, because you are in the drivers seat."
Young people are taking their future into their own hands and with that comes a shift in attitude towards work. In this day and age, recent graduates do not want to work for a nagging boss or start off in a entry-level job, they want success and they want it now. Although most know its a far fetched dream and unrealistic, in my personal observations, young people are becoming entrepreneurs as a side job while working in their field of interest, remaining hopeful that credibility will be built, contacts will be made and their once far fetched dream may eventually become a reality.
At SMU, I know several people who have started their own business. Andrea Swain, a senior art history major began designing her own hand bags (http://www.andreaswain.com/) in college.
Harrison Hughes, a senior real estate/finance major, is the CFO of a clothing line called Southern Tide (http://www.southerntide.net/)."I feel like our generation is itching to be great right after they graduate, and the best way that they can show their creativity to the world is by becoming entrepreneurs," says Swain. "I did not want to sit back and let someone else decide my future. There is a certain rush of excitement and love that one has for something they have created."
Personally, I have always had a dream a becoming a event planner and owning my business with some friends from SMU. After speaking with women who have actually done so, I know it would not be easy. You have to have experience in the field in order to gain any credibility and you have to know people, lots of people, to help you transfer your dream to reality.
Swain calls it "luck." "To make a successful business one can be very hard working and bold, but a lot of it is also luck," explains Swain. "So although being your own boss can sound ideal, you are completely liable for anything that occurs in your business. I started creating handbags, after doing a lot of research, and luckily got in contact with a manufacturer that suited my needs. I plan to expand slowly over time, and eventually moving into other genres of Fashion such as jewelry, shoes etc."
Success comes in various forms, starting from some of the smallest, simplest tasks. Overcoming a challenge or a new venture is another success. It's nothing easy, but if you work hard, get in contact with the right people and know the business well enough, you just might make it happen.
"To me success comes in different stages, says Swain. "Ultimately, it was making my idea a realization, through my hand bag line, web site, business cards, etc. Then actually selling in small boutiques and selling my bags online, brought me another level of success. By starting a business during college I was able to see if I would in fact be able to turn this life long passion into a life long career."
Young people have been breed to be successful. With teachers, parents and adults constantly telling us how hard the workplace can be, how hard it is to make a living, how hard it is to be able to provide for a family, young people in turn are not willing to trust their bosses for that long awaited promotion, they are starting their own businesses and taking a hold of their futures. Entrepreneurs are on the rise with fresh faces and unique ideas, so you better watch out, it's out with the old and in with the new.
Swain states, "As an entrepreneur, I believe you do not reach a glass ceiling of success, the possibilities are instead endless, because you are in the drivers seat."
Monday, April 2, 2007
Edelman began a study in 2004 measuring the various communications channels used in organizations. Since the first "New Frontiers in Employee Communications" in 2004, the number of blogs globally has doubled more than three times and the number of podcasts on the Internet has outnumbered the amount of radio stations worldwide.
In Edelman's "New Frontiers in Employee Communications" 2006, the company further examines the changes in media, new technologies that organizations are adopting and the future of communications.
The report reveals three specific elements: "Despite increased awareness of new media technologies, companies are hesitant to adopt them for internal communications; Organizations should consider a mix of channels depending on their communications goals; and communicators misunderstand the obstacles to implementation of new media technologies in organizations."
To find out more please visit Edelman's "New Frontiers in Employee Communications" 2006 report at http://www.edelman.com/image/insights/content/NewFrontiers2006_Finalpaper.pdf
In Edelman's "New Frontiers in Employee Communications" 2006, the company further examines the changes in media, new technologies that organizations are adopting and the future of communications.
The report reveals three specific elements: "Despite increased awareness of new media technologies, companies are hesitant to adopt them for internal communications; Organizations should consider a mix of channels depending on their communications goals; and communicators misunderstand the obstacles to implementation of new media technologies in organizations."
To find out more please visit Edelman's "New Frontiers in Employee Communications" 2006 report at http://www.edelman.com/image/insights/content/NewFrontiers2006_Finalpaper.pdf
Friday, March 23, 2007
Wendy's Garden Salad Sensations Case Study
I looked into Wendy's Garden Sensations case study that Ketchum helped Wendy's launch back in 2002.
Wend'ys noticed a decrease in market share due to higher-end fast food restaurants offering a healthier substitute for health conscious consumers. The company knew it needed to add something to its menu to compensate for its lack of healthier items, such as salads.
Wendy's introduced Garden Salad Sensations, a line of specialty salads including: Mandarin Chicken salad, Chicken Caesar salad, Southwest Taco salad and Chicken BLT salad.
Ketchum traveled to Wendy's 36 top markets within two weeks. More than 2,000 salads were delivered to target reporters, newsrooms and morning show producers/crews. I thought this was a clever way to target food experts as well as health advocates and get them to spark interest and support Wendy's newly added salads.
Through Ketchum's strategic planning and lauch efforts, Wendys received more than 300 hits within a six-month period regarding the new salads and the media persuaded the public to try the salads (95 percent gave the new salads rave reviews, 90 percent categorized Wendy's salads among the best fast food for good helath). The majority of the same-store sales increase that amounted to 6.6 percent was from Wendy's new salads and Wendy's documented record sales weeks following the launch of the salads.
Wend'ys noticed a decrease in market share due to higher-end fast food restaurants offering a healthier substitute for health conscious consumers. The company knew it needed to add something to its menu to compensate for its lack of healthier items, such as salads.
Wendy's introduced Garden Salad Sensations, a line of specialty salads including: Mandarin Chicken salad, Chicken Caesar salad, Southwest Taco salad and Chicken BLT salad.
Ketchum traveled to Wendy's 36 top markets within two weeks. More than 2,000 salads were delivered to target reporters, newsrooms and morning show producers/crews. I thought this was a clever way to target food experts as well as health advocates and get them to spark interest and support Wendy's newly added salads.
Through Ketchum's strategic planning and lauch efforts, Wendys received more than 300 hits within a six-month period regarding the new salads and the media persuaded the public to try the salads (95 percent gave the new salads rave reviews, 90 percent categorized Wendy's salads among the best fast food for good helath). The majority of the same-store sales increase that amounted to 6.6 percent was from Wendy's new salads and Wendy's documented record sales weeks following the launch of the salads.
Thursday, March 8, 2007
Group Audio Blogging
Voicethread.com has designed a new website that allows users to create a "voicebook" which provides audio to the website just as a blogger creates a post. This new media is called Group Audio Blogging (GAB). Bloggers can now add their own audio to their blogsites and encourage debates among other users. GAB is not limited to bloggers, however adding audio to your blog site can add a unique and positive dynamic, as well as bring more visitors to your site. Check it out!
Friday, March 2, 2007
Online Campaigning
In the 2004 elections, blogging proved to be a vital tool for online campaigning.
Campaigns and the political parties created blogs to present their views and ideas and in turn brought supporters and bloggers together.
Alex Rice states "Dean was the first candidate to use blogging, Meetups, and other innovative technology tools as part of his campaign strategy, which created a loyal grassroots network and fundraising base. Dean raised more than $20 million online, showing the fundraising power of the Internet, reinventing campaign fundraising by shifting from a few big donors to countless small donors. These new and important Internet strategies were then adopted in the John Kerry and George W. Bush campaigns, along with political parities and candidates on the state and local level." (http://www.campaignsonline.org/reports/1104.html)
With the growing use of the Internet and all that it has to offer, online campaigning has received a lot of attention.
Hillary Clinton announced her candiacy for the 2008 presidential race with a video posted on her website (http://hillaryclinton.com) titled, "I'm In." Since that announcement she has posted videos titled "Let the Conversation Begin." By setting up her campaign as a conversation, she has invited bloggers to share their ideas on how to make a change.
The evolution of blogging is remarkable. To find out more on the 2008 presidential candidates, the Bivings Report takes a look at the candidates' websites and the growing use of the Internet as a means for political news. (http://www.bivingsreport.com/2007/whos-it-gonna-be-2008-presidential-candidate-websites/)
Campaigns and the political parties created blogs to present their views and ideas and in turn brought supporters and bloggers together.
Alex Rice states "Dean was the first candidate to use blogging, Meetups, and other innovative technology tools as part of his campaign strategy, which created a loyal grassroots network and fundraising base. Dean raised more than $20 million online, showing the fundraising power of the Internet, reinventing campaign fundraising by shifting from a few big donors to countless small donors. These new and important Internet strategies were then adopted in the John Kerry and George W. Bush campaigns, along with political parities and candidates on the state and local level." (http://www.campaignsonline.org/reports/1104.html)
With the growing use of the Internet and all that it has to offer, online campaigning has received a lot of attention.
Hillary Clinton announced her candiacy for the 2008 presidential race with a video posted on her website (http://hillaryclinton.com) titled, "I'm In." Since that announcement she has posted videos titled "Let the Conversation Begin." By setting up her campaign as a conversation, she has invited bloggers to share their ideas on how to make a change.
The evolution of blogging is remarkable. To find out more on the 2008 presidential candidates, the Bivings Report takes a look at the candidates' websites and the growing use of the Internet as a means for political news. (http://www.bivingsreport.com/2007/whos-it-gonna-be-2008-presidential-candidate-websites/)
Friday, February 23, 2007
Building a New Blog for Cancer Magazine: Heal
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
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
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
Sunday, January 28, 2007
Interesting PR Techniques
Auntie Anne's Pretzels:
http://www.pretzelperfect.com/11736_QT.htm
"Picky Pretzel People Pick Pretzel Perfect Pretzels"...based on speed, clarity and pretzel passion, kids ages 6-12 were able to enter Auntie Anne's tongue twister challenge in June 2006. The National Pretzel Perfect Tongue Twisting Champion received a $2,500 educational scholarship, a $500 shopping spree, and a year's supply of Auntie Anne's pretzels.
www.pretzelperfect.com
Hyundai Hope of Wheels:
Hyundai joined the fight against pediatric cancer in 1998, but in 2004 their message went mobile. Traveling across the country covered with colorful handprints of pediatric cancer patients, the white Hyundai SUV has spread awarness as a symbol of hope for children fighting cancer.
www.hopeonwheels.com
Pizza Hut:
The more you read, the better you get...Pizza Hut is sponsoring National Reading Incentive Programs for schools and students in preschool through 6th grade. The first place winner receives $10,000 for thier school's library, a Barnes and Noble gift card and a school-wide pizza party.
www.bookitprogram.com
http://www.pretzelperfect.com/11736_QT.htm
"Picky Pretzel People Pick Pretzel Perfect Pretzels"...based on speed, clarity and pretzel passion, kids ages 6-12 were able to enter Auntie Anne's tongue twister challenge in June 2006. The National Pretzel Perfect Tongue Twisting Champion received a $2,500 educational scholarship, a $500 shopping spree, and a year's supply of Auntie Anne's pretzels.
www.pretzelperfect.com
Hyundai Hope of Wheels:
Hyundai joined the fight against pediatric cancer in 1998, but in 2004 their message went mobile. Traveling across the country covered with colorful handprints of pediatric cancer patients, the white Hyundai SUV has spread awarness as a symbol of hope for children fighting cancer.
www.hopeonwheels.com
Pizza Hut:
The more you read, the better you get...Pizza Hut is sponsoring National Reading Incentive Programs for schools and students in preschool through 6th grade. The first place winner receives $10,000 for thier school's library, a Barnes and Noble gift card and a school-wide pizza party.
www.bookitprogram.com
Sunday, January 21, 2007
New Blogger
This is my first time blogging and my first entry ever! I am taking an Advanced Communications course at SMU that will hopefully make blogging a little less foreign. I am hoping to discover the impact blogging has made on the communications industry and learn how I can eventually incorporate this new communication strategy into a job in PR.
Please feel free to comment on any upcoming pieces. I would love to answer questions or hear any suggestions...come back and visit!
Please feel free to comment on any upcoming pieces. I would love to answer questions or hear any suggestions...come back and visit!
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