3
November
2009
After watching the Jim Rettew presentation on crisis communication and social media, I decided to Google search just that. The second link I clicked on was a blog about crisis communication in the social media age. This blog reminded me of our recent online monitoring assignment because it talks about tracking conversations about your company or product online. More pertinent, it discusses steps to handle emergencies that may arise in the social media world. An important step or procedure that stood out to me in this blog, was to be open. I agree that during times of crisis, people will respond to real emotions and actions. The organization should be upfront and honest about everything, and this may make it easier for the public to trust them again. As introduced in the blog, the Domino’s president does not do a great job at addressing the issue on camera. He is releasing a statement about a video that was released by employees showing disgusting acts while working. During the statement, he is not looking at the camera directly, and he makes some minor speaking/grammatical errors which both lower his credibility. The situation would have been handled better if the president was focused on the camera and well spoken. But, it looks like they are still in business despite the disturbing video posted by several employees.
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30
October
2009
Chapter 12 in the text explains the dynamics of crisis communications and the important role not only PR professionals play, but other execs of the business as well. Crisis communication planning and enacting is a complex and highly significant step organizations must take to survive. It begins with assessing potential risks, then identifying key individuals who will be in charge. Organizations must also know who they need to address in times of crisis and how to address these stakeholders.
When companies fail to prepare for emergencies, they often lose money, reputations, and sometimes people. The Hurricane Katrina example demonstrates a lack of preparedness and the consequences that ensued. The organizations involved with this situation will be continuously scrutinized, and people will remember the tragedy of failed crisis communcations. However, we can learn from this experience and improve our next actions. The DPK Public Relations firm posted a blog about the lessons learned from Hurricane Katrina.
On a more personal note, my father works for DHEC in South Carolina and his job deals with emergency preparedness. He always stresses the importance of knowing what could go wrong and being ready to face anything and everything that may occur. Most recently, my father has been working on the H1N1 flu outbreak in our state. DHEC has posted what it is, symptoms, who should get the vaccine, and other pertinent information on their website dealing with this topic. DHEC and the Health Alert Network work to communicate timely and effectively to alert the public. This is what constitutes good crisis communications.
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26
October
2009
So, as I was surfing the net for examples of PR, I came across a blog that said someone had found a glitch in the EA Tiger Woods golf game. Apparently, the person posted a video clip on YouTube that shows when Tiger Woods hits the ball in the water and retrieves it, he is pictured walking on water. The clip was very popular, but it did not take long for EA Sports to recounter.
EA Sports responded with their own YouTube video showing the real Tiger Woods actually walking on water! This is an effective and innovative PR tactic because it directly targeted the fan/user public through the original medium used. What better way could you reach your audience than by the channels they use so frequently? This PR tactic was also successful because EA Sports used Tiger in their video, which probably generated much more viewings. It is witty, and an example of good PR because the message is catered to a specific public and creatively puts their product and name in good light again.
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4
October
2009
Most would agree that we currently live in a technological world. We are constantly bombarded with messages and can now counteract with our own by publishing our thoughts on social media sites. The Web 2.0 has introduced information sharing online, but it also has allowed for informal ways to maintain relationships. People can use Facebook to connect with others or use Twitter to speak their minds. This new technology is important to PR professionals because it creates new ways for them to reach and be reached by publics.
One blogger describes the power of blogs, specifically “Tweeting,” and how bloggers have the power to make change. Organizations can also improve their reputations, if they stay on their toes and react quickly to blogger’s requests. In this example, the blogger used Twitter to show her frustration for GoDaddy.com, which often uses sexist commercials to promote their services. The blogger gained momentum because others felt the same way, and as the topic gained interest, it did so with competing websites as well. She was able to get her ideas across to the actual organizations, and create change for herself and others.
Of course, there are downsides to blogs as well. One blog post about “Dell Hell” describes the negative impact blogs can have on a company’s reputation. The post claims that a scientific form of measuring the credibility and authority of blogger’s is used to determine their impact on reputation. In this instance, bloggers have been attributing to the decline of customer satisfaction for Dell owners.
These examples demonstrate how blogs can be powerful in both positive and negative ways, while also impacting both the blogger and the organization. Can PR save the day in a world so technologically consumed? Like most things, I think the profession is and will continue to adapt to the changes in our communities; but it will be through methods of trial and error.
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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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