27
September
2009
After reading chapter 9 and some of the posted articles that suggest the changing of the PR industry, I started thinking about how there must be change within PR tactics and strategies as well. Clearly, social media has had a profound impact on the PR industry in recent years, altering not only how the communication with publics but also how to create actions to influence these publics. I found one blog by Steve Mullen which lists his idea of 10 PR tactics used today that were not necessarily in use 10 years ago. Social media takes the number one and two position on his list! It is something used in news releases now as well as a means of promoting your organization. Similar to social media, Mullen lists blogger relations as another important PR tactic. The internet has created a whole new playing field for PR.
In another post by Steve Mullen, he lists his idea of 10 PR tactics that are dead or slowly dying. One thing that was in the text and on his list is Video News Releases. One thing I found interesting on this post was “deskside reporter meetings” which essentially were face-to-face meetings between PR professionals and journalists. This seems like it would be a good thing since PR is all about building relationships, but it definitely doesn’t suit well with today’s immediate lifestyle. The last thing that caught my attention was his mention of how the news release may be dying. Even the text suggested that only 1/3 of news releases are used and they must be written in a specific format to appeal to gatekeepers. I agree that the news release may not be used as often as in the past, but do think it still can serve its purpose. It just needs to written short and to the point (the gatekeeper’s point that is).
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20
September
2009
Planning should be an integral part of a PR professionals job. In order to achieve goals that are consistent with a company’s values, PR professionals must plan for the moment, for long-term relations, and for the future. Planning helps PR professionals to be proactive and prepared for any and all situations.
Failure to plan can destroy a company’s reputation. For instance, in this blog about Philip Morris, it talks about how even though the organization owns family consumer product lines and is changing its name, it is still tied to its reputation of selling tobacco. There is controversy about the actual name because it does not mean anything or derive from anything. It is also already the name of another company: a health organization. How ironic. Perhaps if the PR team and top management did more research and planning, they could counteract the negative responses of the public. Why would you chose a name that doesn’t represent anything or furthermore is already the name of another organization?
Another example of poor planning occurs in a TV serious called “Better Off Ted.” In this episode, the two staff members are presenting their product called “jabberwocky,” only their product does not exist. They seem to fool the audience at this point, so perhaps they did plan accordingly, however what are they going to do when someone finally asks to see this product? Once someone finds out that their product is not real, do they have a plan to counteract? Who is responsible for letting this happen? This example defies what most PR professionals strive to do: plan and act with values in mind. I guess we’ll have to watch the series to find out what happens.
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20
September
2009
Clearly, it is difficult to measure something intangible such as a relationship. Nevertheless, many clients and organizations are demanding proof of the effectiveness of PR campaigns. The book suggests adequate research to lead you to what you do not know and how to move forward. While I agree that research is an important aspect of PR, I still find it hard to believe that such research can tell you the value of the relationships you have built.
However, one PR agency is taking research into its own hands and I see this as an advantage over using other methods. The Burson-Marsteller global PR firm explains that they create their own research to evaluate their work. This company also uses primary research on clients to mold their campaign to the client’s best interests. They have implemented unique web strategies to measure a company’s online perception and use an outside research company to help them analyze the success/failure of their campaign strategies. I think the Burson-Marsteller group has fully used their research capacity to develop accurate-as-can-be results for their client’s and themselves.
Ketchum, an award-winning PR firm also mentioned in the text, also uses primary or their own research to get the results they want. It seems that in order to be successful, PR firms must participate in some sort of research and evaluation, but the most successful are innovative and able to conduct their own research. This in turn could yield direct and targeted results, helping the company and its clients move forward.
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13
September
2009
In the scenario at the beginning of the chapter, the people who comment on the video of exploding microwaves are said to be nontraditional publics because they are unfamiliar to the organization. That does not mean that they are unimportant, however.
Though nontraditional publics may not be your employees, consumers, or the media, they can influence your organization and possibly become traditional publics. I think that students like me, Generation Y and those that have grown up with technology may currently be categorized as nontraditional publics, but will eventually become traditional publics. As PR professionals learn to use social media, we already use it to comment, blog, or discuss our ideals, just like the people in the book scenario. Though these people may not have a direct tie with the organization, their opinions can circulate to others who may be involved with the company.
I agree that employee relations are highly important, but I also feel that the people who are not as familiar to the organization can have an impact on its success as well. One article suggests the effects of bloggers who, similar to the scenario, posted a shocking video about a product (http://www.guardian.co.uk). Another posting on YouTube features the CEO of Orbit Baby responding to reports of a stroller failing a test (www.YouTube.com). After negative comments leak, it is crucial that the PR agent prepare communications to counteract the negative or even false claims. Many people can access YouTube or other sites and post videos or comments of products. While companies may not always have long-term relations with these publics, they are clearly influencing how organizations react in certain situations.
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13
September
2009
In Chapter 3 of the text we learn that the Progressive Era of the U.S. led the way to modern public relations. During this time of growth in business and economy, the need for positive relations between companies and the public was important.
Though in recent years our economy is far from booming, there are signs of slow recovery. An article found on CNN.com (http://money.cnn.com) suggests that companies are branching out again and looking for ways to grow. Company confidence is higher and in turn, organizations are looking to expand through acquisitions, such as Walt Disney’s recent purchase of Marvel Entertainment. Though these buyouts do not guarantee a steady economic up-turn, they do suggest signs of improvement. As far as public relations, as companies gain confidence, practitioners can use this to their benefit in promoting the company’s growth and rebuilding during tough times. Furthermore, with new acquisitions, it will be important to maintain positive relations with the acquired company and its publics.
Another recent article on the stock market suggests the possibility of more positive economic growth. This article (http://money.cnn.com2) caught my attention because it states the importance of consumer habits. According to the article, consumer spending makes up two-thirds of economic growth. This is powerful for both companies and PR agents. It is necessary to understand how the consumer is spending their money so PR professionals can direct publicity for their organizations and hopefully increase consumer spending. If we can keep morale high in both organizations and consumers, maybe more people will buy in to the market and thus fuel more economic growth.
One other key concept to remember during hardships is the importance of disseminating helpful and truthful information. During World War I, pro-war efforts and the Committee for Public Information helped create a more supportive attitude among citizens. PR practitioners of today must also distribute helpful and truthful information to a nation unsure of the economic future.
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6
September
2009
There are five areas in which public relations professionals can find jobs. These include corporations, non-profit organizations, government, public relations agencies, and independent PR consultants. In any PR job, practitioners must understand all relationships between the organization and its publics such as media relations or employee communication. According to the text, PR professionals also engage in “boundary spanning” or acting as the buffer between the company and its publics. It is vital for practitioners to be able to keep up with the interests and concerns of these various publics. PR professionals must often juggle multiple tasks such as writing news releases or keeping up a website. They must also have excellent communication skills in order to pitch ideas to the company and the targeted public. PR managers are expected to solve problems and make executive decisions, while PR technicians are expected to prepare the messages in order to execute those decisions made by others.
Here are two links to job ads I found in public relations. One is for a sports marketing related position, and the other is a media relations manager position for Walt Disney Parks.
http://hotjobs.yahoo.com/job-J2GK7NX58Y3;_ylt=AiA_sR9ydEW_bPFxv6chn0_6Q6IX?source=SRP
http://jobview.monster.com/Manager-Media-Relations-203552-Job-Orlando-FL-US-82738061.aspx
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3
September
2009
The first part of chapter 13 in the text discusses the similarities and differences between public relations and marketing. While advertising, marketing, and public relations all play a part in one another’s role, there are differences in each. According to the text, advertising is the use of controlled media to influence a targeted audience. Marketing is the process of researching, creating, and promoting and distributing a product to targeted consumers, whereas PR is the values-driven management of relationships between an organization and its publics that influence the company’s success. In other words, PR focuses on many publics, not just a targeted group of customers, and it also does not control its messages.
However, public relations professionals often need to be knowledgeable about marketing strategies in order to encourage an organization’s products. While the use of mass media as a promotional tool declines, consumer-focused marketing takes the stage. This strategy focuses on individual consumers, uses databases and interactive media to get any information about the consumer’s interests. Public relations and marketing both cater to the interests and values of certain groups, however public relations focuses on building healthy, long-lasting relationships with multiple groups.
The second part of the chapter focuses on Integrated Marketing Communication. Here we are introduced to the marketing mix: product, price, place, and promotion. These elements are important to us if we want to build strong relationships and also persuade consumers to purchase a product. IMC focuses on consumer wants and needs, the cost in reference to individuals, convenience to buy the product, and clear communication between the organization and its clients. In order to be effective, the organization must create shared goals and ways to measure success, use databases to understand consumers, find all contacts for the company and its products, create specific marketing plans, and also be sure to deliver clear, compatible messages to consumers. The example of effective IMC that was used in the text really stuck out to me. In this case, it was necessary to back up in the marketing plan and start by educating the public on the harmful effects of carbon monoxide. Wheatley Blair used the news media to create awareness about the issue, before even introducing the product to be sold. This PR strategy helped make the marketing plan for the product highly successful. However, IMC is still a growing technique. The use of databases raises questions about consumer privacy. Also, the intense focus on consumers can lead organizations away from their values, potentially causing severe damage to the company in the future.
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