by Emily Diab

Today’s CEOs are under strict watch by consumers, partners and government regulators. Careful scrutiny by an organization’s most important publics can mean pure success or instant failure. These CEOs are responsible for the positive relationship with each of these publics at all times.

What’s in a leader?

A good leader possesses special qualities that stand out from the norm. Communication, self-motivation and strategic decision-making are just a few of these. Passion for the organization and its clients are special extras that make a good leader even better.

William Heyman, CEO of Heyman Associates Inc., uses his public relations experience to explain the necessary qualities to be a good leader. “[A leader] in public relations has the intangibles: confidence, integrity, high energy level, news-junkie, inquisitive, well-read, and [takes] on hard assignments," Heyman said.

Heyman’s definition of a good leader can be helpful for certain CEOs who may not have applied such qualities in times of need. These qualities are vital in both good times and bad, and can point a leader in the direction of good decision-making. Times of economic stress and company changeover can be difficult for an organization and its leaders, but bad decisions or customer dissatisfaction can cause an uproar.

When good goes bad

A recent blog post on PROpenMic explained the frustration many people had with Netflix and its leader.

On September 18, Reed Hastings, Netflix CEO, sent a supposedly apologetic letter to his customers for recent price changes. Soon after the letter reached Netflix users’ inboxes, people started ranting. They wondered why the situation was dealt with so carelessly, and customers hoped for a better explanation. One question among customers and business analysts was, “Where’s the PR?”

Forty-eight hours later, Netflix posted two job openings for public relations managers.

Over the last few years, CEOs and other business leaders have entered the spotlight as representatives of their companies, but their goal of presenting their companies in a good light sometimes backfires. Entering the PR world without a PR specialist (or against a PR specialist’s advice or approval) has proven to be detrimental, and these leaders are now learning what it’s like to be held responsible for the downfall of their businesses.

Heyman’s intangible qualities of leadership are essential for a CEO to stand as a strong business representative, but if a leader doesn’t possess them, he or she should seek the advice of a PR professional.

“The biggest challenge these organizations confront is the difference between what is a PR problem and what is a business problem . . . these crises sometimes just stem from companies taking chances, trying to grow and provide. Sometimes by taking chances you fail,” Heyman said.

What’s wrong with this PR picture?

Netflix’s Reed Hastings faced a challenge and took a chance when choosing to make a change within his company, which turned out unfortunate for his previously loyal followers. The industry-dominating CEO made abrupt price changes, announcing the decision to customers via email. Customers and PR professionals alike were outraged at the unapologetic manner Hastings took in making the announcement.

However, analysts and business specialists believe that Hastings’ decision was inevitable. As the business market around Netflix changed, the powerful CEO made a decision that was meant to protect him in the business world.

Richard Levick, president and CEO of Levick Strategic Communications, discussed this problem.

“All markets mature. The red and white envelope changed viewing habits, but who needs an envelope? There is no such thing as a postal service. He was competing with cable television and knew Netflix was in need of a price change,” Levick said.

Levick’s theory may ring true in the world of business, but Netflix and Hastings still faced a public relations problem post-price change: an angry crowd and a bad reputation.

Sometimes PR blunders are not the leader’s fault, but he takes the blame. In the case of Netflix, the changing business of video streaming caused the company to take a financial turn, which reflected on customers’ bank accounts. What began as a business problem turned into a public relations problem, suggesting that the leadership didn’t make proper use of public relations professionals. Leaders and CEOs like Reed Hastings have gained more enemies than friends in their attempts to address customers as personal contacts, instead of utilizing a public relations professional to help them.

Public relations steps in

The job of mending a bad reputation can be tedious and hard to do. Patricia Faulhaber wrote an article stating that “the job of restoring the good meaning of what it means to become the CEO will require stamina, patience and renewed good behavior on the part of the CEO. It can and will be done with the tremendous help from good public relations practices.”

For a CEO to understand that other divisions of the company (such as public relations) are there to help is critical for his success as a leader. In a fast-paced, competitive world, it is easy for a leader to take on the responsibility of anything and everything involved in his business. However, it’s important for leaders to know that establishing rapport and trust in other divisions will help them in the end.

“The notion is that the whole is greater than the sum of its parts. The only way [to succeed] is if the people at the top let go of their responsibilities and authority and let some of the others take over some of those challenges,” Heyman said.

Although it may be difficult for a leader in charge to let go of some responsibility, sometimes it’s better to back down and let the professionals handle it.

by Amber M. Parker

The good, the bad and the “different” are captured best in corporate America’s recent “diversity” phenomenon. The sudden move toward racial, ethnic, cultural and gender inclusion may seem commonplace to us in 2011, but this terminology has only been around for roughly the past 20 years.

Some say the shifting U.S population, legal ramifications and a growing disposable income have contributed to the overhauling interest in minority recruitment. The 2010 census revealed that 12.6 percent of the U.S. population is black, 16.3 percent is Hispanic or Latino, 4.8 percent is Asian-American and 72.4 percent is Caucasian.

However, the status quo is in for a rude awakening if diversity grows as predicted within the next 30 to 40 years. Experts expect that by 2050 the Hispanic population will be half of the overall population in the U.S., blacks will rise to 15 percent and Asian-Americans will nearly double to reach about 9 percent.

In addition to shifting demographics, laws have also made diversity a more relevant issue. The Civil Rights Act of 1964, the Age Discrimination Act of 1967 and the Americans with Disabilities Act of 1990 required that organizations hold themselves accountable. Now they must examine their actions and determine if change is necessary to achieve compliance with the law.

Not only has there been a shift in the populous and in the court room, minorities are also growing in regards to financial independence, according to the National Communication Association the black consumer market grew at twice the rate of whites in the ’80s and now stands with an increased disposable income of about $800 billion.

With demographics changing so quickly in the U.S., practitioners naturally wonder how the public relations industry is keeping up. According to data from the U.S. Bureau of Labor Statistics, Caucasians comprise nearly 90 percent of public relations specialists employed in the U.S. Seventy percent of PR practitioners are women. This industry has a long way to go toward minority representation.

Why has the job market not kept up with the ever-changing population shifts?

A diversity study conducted by PRSA determined that these disparities share two primary causes: a lack of mentors and a lack of early exposure to PR as a career choice. The average inner-city kid does not typically dream about becoming a PR professional when he grows up and even minorities who grow up in the suburbs are not always aware of the career option.

According to the study, “the biggest barrier was that there were ‘not enough role models,’ with 44 percent of Caucasians, 46 percent of Hispanics, and 62 percent of blacks offering that response.” Additionally, the study showed that “26 percent of Caucasians and 50 percent of non-Caucasians reported that organizations ‘not actively recruiting ethnically diverse students’ was an obstacle.” Based on the statistics it is easy to gather that the PR industry has more work to do if it aspires to create a more colorful corporate mosaic.

Some minority PR professionals argue that despite diversity challenges, inclusion is not an issue.

Kristen McCrae works with the Interpublic Group as an account director for Hill Holliday of New York, New York; she insists, “The very nature of PR requires that people to be inclusive and open minded.” She admits that even though there is a lack of minorities in the field, “the level of inclusion is determined by the organization itself and IPG makes a really strong effort to be multi-cultural.”

Gabrielle Martinez, new media coordinator for the Obama for America Campaign, shared McCrae’s sentiments about her workplace. She said, “I work with great people; inclusion is not a problem.”

What separated these two young ladies from the pack when applying for jobs?

The simple answer is their respective networks. Yes, they were both qualified candidates after graduating from Howard University with high GPAs and a substantial amount of real-world experience, but both of them attributed their success in part to knowing people that worked in the field prior to graduating.

Victoria Kirby, West Central Florida Regional Field Director for the Obama for America Campaign, proved influential for Martinez. She said, “I had no idea what I would do with a degree in communication and culture studies but I had watched Victoria throughout undergrad and after I graduated she moved up and I took her position.”

McCrae expressed her affinity for vice president of the American Advertising Federation Constance Frazier’s leadership after being a student in her class. McCrae said, “Having role models is important. We can’t know everything but through contact with professionals we can learn so much about the industry; they can help you determine how to make our mark.”

At some point, “diversity” as we know it will have to be re-evaluated in a way that emphasizes the need for difference in thought and experience. With an ever-changing demographic, stakeholders will soon be expecting an equally diverse PR base. Will the industry be prepared to rise to the challenge?

by Hope Peterson

On April 27, 2011, citizens used words such as destruction, devastation and panic to describe Tuscaloosa, Ala., after a tornado swept through the heart of the city. However, upon hearing the date April 27 today, Tuscaloosa residents might be more likely to use words like united, rebuilding and hope. 

A contributing factor to this change of view is the positive effect of engaging in social media during crisis situations.

University of Alabama Director of Web Communications Andy Rainey said, "We knew that effective social media usage would be critical for us during an emergency situation, and we saw that using social media was a highly effective tool for communicating with both on-campus and off-campus audiences during and after the tornado."
   
Tuscaloosa's emphasis on social media during the tornado provides a clear example of how effective new media channels can be in crisis situations. According the Meredith Lynch, PR coordinator for the city of Tuscaloosa’s Incident Command Center, Tuscaloosa Mayor Walter Maddox utilized social media to communicate with residents before and after the storm, with thousands following in his footsteps by utilizing Twitter.

From the moment the bad weather hovered over Tuscaloosa, Maddox’s office found new ways to use social media. The first was through its Twitter account, @Tuscaloosacity. After its first tornado-related tweet on April 27, @Tuscaloosacity's recognition skyrocketed as the account went from 1,200 followers to 5,810.

The magic of the tweets existed in what was being said and who the city was “retweeting.” @Tuscaloosacity soon discovered the power of retweeting.

For example, @Tuscaloosacity retweeted James Spann, weatherman for ABC 33/40, whose tweets updated Alabama residents on tornado watches and warnings across the state. Spann’s current Twitter popularity can be credited to his contribution during the storm, Lynch said. 

In addition to many other news outlet retweets, @Tuscaloosacity came up with a way to bring immediate help to those without phones or Internet: they could tweet a specific need and include the hashtag of #TUS for a quicker response. When Lamar Advertising saw that hashtag, it agreed to immediately link the message to every online billboard in Tuscaloosa.

"Following" in Mayor Maddox's footsteps, Rainey said that University's media relations also utilized Twitter as a way to reach out to students specifically during the disaster. Rainey said the University has gained 1,025 followers on Twitter since the storm.

"Twitter was the most effective channel of communication. Phone lines were jammed and no one had power, but people were still able to check Twitter for vital information," Lynch said.

Twitter was taking Tuscaloosa by a new kind of “storm,” as one of the only ways people could communicate during the storm. It was vital to relief efforts.
 
Facebook jumped in line behind Twitter as the next most relied on social media channel. Lynch said that the city's Facebook page went from less than 100 fans to 3,310 in less than four months. Rainey said UA complemented the city's rise in numbers with its own impressive following of 6,765 new Facebook fans.

Lynch said the "friending frenzy" on the city's page was a direct result of the page becoming a source of encouragement to the residents. Pictures of visiting celebrities, the progress of the town itself and successful aid stations gave residents hope that change was happening. Those pictures were evidence that their contributions were making a big difference.

“Posting pictures of Charlie Sheen even brought the focus of the nation back to Tuscaloosa after the death of Osama Bin Laden the following weekend,” Lynch said.
 
Fast forward to several months after the tragedy: social media is still prevalent for continuing relief efforts and building morale among the people of Tuscaloosa. 

Lynch created the site, Tuscaloosa Forward, to enable continual two-way communication after the storm. The site functions as a community blog that allows anyone to post ideas to benefit the city. So far, the site has consistently showcased new recovery ideas and success stories, reminding site visitors what is possible with their support.

Lynch said this citizen-driven, transparent site has garnered more than 74,000 website visits and has indirectly resulted in progress such as enough collected debris to fill Bryant-Denny stadium three times.

Maddox’s social-media-centered approach is just one example of a success story amidst a disaster; in fact, the idea seems to stem from a global phenomenon known most recently as “crisis mapping.”

According to a “Need to Know” article from PBS, crisis mapping is the ability to connect people globally during disaster situations using technology. And, while this idea gained popularity during the Haiti earthquakes through the use of cell phones, it has evolved into a Twitter-run program.

Volunteers from around the world track Twitter updates to see the moment-by-moment breakdown of disasters. An online virtual map is then put together to form a crisis response plan best suited to each situation. Essentially, social media is used to find out who needs what, and when, as it was in Tuscaloosa.

Lynch noted that "social media saved countless lives on April 27th.” Isn’t that the point of crisis management for disaster situations? The social media usage seems to be evolving from disaster to disaster, and for a pretty good reason.

by Sarah Shea

Consumer relations varies greatly from company to company. With the advent of social media, the means of these relationships has taken on innovative forms. Through the use of corporate blogs, Twitter accounts and Facebook pages, consumer feedback has become nearly instantaneous and two-way communication prevails.

One example of the new possibilities of consumer relations is My Starbucks Idea, an online platform for Starbucks customers to share their ideas. The website is a virtual suggestions box of sorts. Rather than use pen and paper to voice ideas and opinions, customers create online accounts to share feedback. After creating an account, users can offer commentary for any range of topics, from new drinks to social responsibility practices. So far, more than 25,000 ideas have been offered for drinks alone.

The "ideas" are categorized three ways: product ideas, experience ideas and involvement ideas. All users can read and comment upon the ideas of other users, adding favorites or giving speculations a thumbs up or thumbs down. Not only can consumers offer their own perspectives, but they also have the ability to network with others. The interactivity of the website gives it a unique approach to consumer relations.

"My Starbucks Idea is one of the best corporate blogs out there, and I think it owes a huge part of its success to [its] focus on user-generated content," said Juliana Weiss-Roessler, a freelance writer.

Listen to the consumer

One important part of using corporate blogs like My Starbucks Idea is confirming that the company is listening to the consumer. For Starbucks, an "Ideas in Action" section shows just that. Here, the different ideas implemented are explained in detail by different Starbucks team representatives. The ideas cover a broad range of topics — from new Braille Starbucks cards to iTunes playlists. These "ideas in action" even link back to the consumers' original ideas.

Starbucks has communicated these ideas through blog posts such as "100 of Your Ideas Launched with More to Come." This post outlined the ideas in an enumerated list, making navigation of each individual idea quite simple. With the blog function of the site, users can see their voice coming through the company.

Ines Nadal, senior research executive of Synovate, said, "Listening to its customers helps Starbucks to understand where the problems are . . . More importantly, this ability to listen enhances brand image and helps the brand to connect and engage with consumers, ultimately improving business results."

Give the consumer the power

Through My Starbucks Idea, Starbucks is taking consumer relations to a new level of interactivity. Rather than push its own ideas on customers, Starbucks is putting the power in the hands of the consumer. The idea platform allows them to share ideas and connect to other users and Starbucks representatives, all in one place. While traditional consumer relations, such as written surveys and phone calls, can be intrusive, social media provides a means more conducive to the lifestyle of the customer. Using platforms like these, customers are able to interact in their own time.

"Often it is difficult to get customers to provide feedback using traditional channels," Nadal said. "Social media is a less disruptive channel and also more engaging, which can help to build up consumer relations."

Engage the consumer

One key to making corporate blogs such as My Starbucks Idea work, Nadal said, is an interested consumer. "A successful [user-generated content] strategy needs customers who are truly passionate about the brand and are willing to engage and participate in creating online content," she said.

Starbucks has not only engaged customers through My Starbucks Idea, but also other social media platforms. This type of relationship with its customer base has allowed for more connectivity.

"The majority of these conversations happen in real time while they are at the store consuming Starbucks products, bringing the brand closer to its customers and their experiences," Nadal said.

Creative ideas like Starbucks' are changing the world of consumer relations. With an ever-changing media base, companies must also find new ways of interacting with their publics. More often than not, this includes turning to interactivity and online media.

From playlists to eco-friendly cups, My Starbucks Idea is revolutionizing consumer relations.

by Bailey Carpenter

Tweet, tweeted, Twitter: These three words have constantly been on the lips of business professionals around the world for the past five years.

Since its creation in 2006, Twitter has been firmly established as a critical aspect of business and a necessity in the modern practice of public relations. The positive implications are obvious: PR practitioners can reach a vast amount of publics instantly, and clearly measure the success of their message when it is retweeted or when they gain new followers.

However, as Uncle Ben once told the young Peter Parker, “with great power comes great responsibility” (Spiderman, 2002).

An estimated 95 million tweets circulate Twitter daily, and every Twitter user — especially those who tweet in professional capacities — should be exceedingly aware of the potentially negative consequences of using Twitter in a workplace setting.

Those tweeting professionally should closely monitor what information they choose to send via Twitter, and ensure that their message is appropriate for the medium. It is also important to remember that Twitter is primarily used for communication on a personal level.

Brian G. Smith, Ph.D., an assistant professor at the Jack J. Valenti School of Communication at the University of Houston, is a Twitter user (@bgsmithphd) and the author of the Public Relations Review article, “Socially Distributing Public Relations: Twitter, Haiti, and Interactivity in Social Media.”

“One of the most common themes resonating through posts on Twitter is that tweets represent personal insight you won’t find in traditional media [such as broadcast media and newspapers],” Smith said.

This sort of personal communication is essential for PR, which is based on building and maintaining relationships with multiple publics. However, while Twitter may be an appropriate forum for announcing small news updates or promotions, it should not be relied on for more complicated or critical messages.

Jennifer Hudson, an account supervisor for Edelman Public Relations Worldwide, is also a professional and personal Twitter user (@nativeatl). Hudson agrees that Twitter is necessary for PR, but it cannot be the sole method for reaching publics.

"Twitter is just one tool PR professionals have for sharing clients’ stories and it should always be part of a larger communications program that includes traditional media (e.g., CNN), hybrid media (e.g., Huffington Post), social media (e.g., Twitter) and owned media (e.g., a company’s website)," Hudson said.

Additionally, with so many messages being processed in Twitter every second, PR representatives need to prevent their message from being overlooked or lost.

“The problem with Twitter may not be whether it is impersonal, but if it’s too informal or even too saturated a place to circulate messages,” Smith said.

Because of the huge flow of information that companies are constantly monitoring and sending out on Twitter, Smith said that a social media “workforce” is necessary for companies to handle their online presence. Also, these workforces can help PR practitioners like Hudson to keep their personal and professional Twitter presences separate.

"In today’s interconnected world, it’s difficult to separate personal and professional lives in general, and Twitter is just another example of that," Hudson said. "It’s critical that PR professionals understand Twitter so they can educate clients, which is why I initially joined."

Twitter draws in tweeters who use their accounts for many other reasons beyond business and personal. In fact, a huge driving premise of Twitter has been the user’s ability to follow the personal thoughts and messages of celebrities and 'public figures.' Unfortunately, this sometimes leads to PR headaches when these public figures say or do something offensive.

House Representative Anthony Weiner’s recent Twitter scandal involving sending lewd photos over a Twitter feed is a strong example of the way Twitter’s fast-paced movement of information can permanently damage the image of a public figure.

“I hope that as we see the effects of misbehavior and disrespect on Twitter, as we saw with Rep. Anthony Weiner, we’ll see a more heightened awareness for self-censorship and respectful behavior,” Smith said.

Rep. Weiner’s resignation from the House on June 21, 2011, serves as a reminder for all business people using Twitter that it is crucial to remain professional, even when using a personal account. Users should always be aware that once their message is on Twitter, millions will see it before it can be taken down.

"Sometimes people purposely offend others on Twitter in order to generate more publicity because there are still people who think all publicity is good publicity," Hudson said.

As popular Twitter users like rapper 50cent (@50cent) and comedian Gilbert Gottfried (@RealGilbert) have learned, however, sometimes offensive tweets cause significant and almost instant loss of hundreds of followers. Both users tweeted some less than respectful comments about the deadly tsunami that hit Japan on March 11, 2011.

50cent lost respect and followers as a result of his tweets, and is still dealing with the repercussions. Later he tweeted, "Some of my tweets are ignorant I do it for shock value. Hate it or love it. I’m cool either way 50cent.”

Similarly, Gottfried was fired from his job with Aflac as the voice of the duck in the insurance company's ad campaigns after he tweeted negative jokes about the tsunami.

As Twitter continues to grow and offer more ways to reach publics quickly and frequently, so does the need for PR practitioners to watch how they use social media sites and maintain a strong, appropriate presence.

Smith offers a ‘golden rule’ for Twitter: “Just because it can be said, doesn’t mean it should be, especially in a message database like Twitter.”

Hudson agrees: "A lesson my mom taught me years ago was to 'sit on your fingers.' She was referring to the urge to send a nasty email to someone when you were offended, but it applies to Twitter (and really any social media network) as well. Think before you tweet."

by Maria Sanders

In 2006, Jamie Tworkowski, founder of To Write Love On Her Arms (TWLOHA), began a Myspace page. His intent was simply to sell enough T-shirts he had printed so a friend could get the help she needed. Five years, and 150,000 messages responded to later, TWLOHA has lead a movement across the world, fueled by the power of social media.

Building on its start with Myspace, TWLOHA’s online presence now includes a Facebook page, Twitter profile, YouTube channel, multiple Tumblrs and a Flickr account. The organization staffs six full-time employees and eight full-time interns to monitor its various social media sites, and to respond to the thousands of messages pouring in.

Unlike TWLOHA, many nonprofits aren’t started online, so they are learning to adapt their messages to an online audience. With 500 million Facebook users and 100 million tweets being sent every day, social media is valuable tool that offers several advantages to not-for-profit organizations.

Beth Kanter, in a blog on Mashable.com, listed four ways social media is changing the world of nonprofits. First on Kanter’s list was the ability to deepen relationships and engagement with your audience through the use of social media.

An important element of social media and social networking is relationship building. This is an element that traditional communication methods may lack. People look to Facebook, Twitter, Myspace and other networking sites to keep in touch with others and find out what’s going on with things they care about.

“We try to communicate our message in a way that is meaningful to our audience,” a spokesperson for TWLOHA said. “Social media sites play such a big role in our daily lives so it feels only natural for us to use this as our main form of communication.”

A strong source of audience engagement for TWLOHA comes from its street team, which is organized online. “Our fancorp street team has allowed us to empower our supporters who have been really keen to become more involved. Street team allows them to be active members completing tasks and promoting TWLOHA,” the spokesperson said.

Hannah McDaniel, director of marketing and communications at the Boys & Girls Clubs of Central Alabama, said her organization currently uses Facebook and Twitter to deliver key messages. “For us, the main goal is to keep people talking about BGCCA. We use social media to let people know what is going on that day, and remind them that we are still here,” McDaniel said.

She uses social media to make announcements that BGCCA’s closest stakeholders would need to know. “I think [social media] helps parents and donors stay informed with what we’re doing.”

Updating social media accounts with event information, news or volunteer opportunities is a chance to engage your audience directly.

The ability to have direct communication and develop relationships with your supporters and the recipients of your service is a great advantage indeed. But, for a nonprofit, the bottom line is always a huge factor. With the current state of the economy, what financial advantage does the use of social media offer nonprofits?

According to a report from the National Council of Nonprofits, as the economy worsens, the demand for service from nonprofits around the country grows. For many organizations, however, funding from donations is stagnant or even plummeting.

“It is both unrealistic and unsafe to those depending on services to simply assume that nonprofits will somehow be able to continue to deliver more services that cost more with declining revenues. The math just doesn’t work,” Tom Delaney, president of the National Council of Nonprofits, said.

While traditional communication methods such as direct mail can be costly, social media gives communicators a less expensive and typically free way to send their messages out. In the current recession, social media has become more important for organizations such as McDaniel’s. “We are also using it to cut a majority of the costs created by direct mail pieces, such as our newsletters and annual reports,” McDaniel said.

Ridge Haven Retreat is a nonprofit camp in Brevard, N.C. In the past, the camp used postcards and information packets to keep individuals and other organizations aware of what the camp was doing. Another service the camp offered was printing and mailing pictures to parents of children who had attended a camp session. Through Facebook, the camp has been able to cut costs considerably while offering better service.

“We don’t have to put every piece of information on a postcard anymore,” Thomas Sanders, recruiter/group coordinator for the camp, said. “We are able to put information about the camp on our Facebook. The pictures we now post on social media cuts costs for us and gives parents the chance to print pictures in whatever sizes they want rather than the basic size we were sending.”

Social media also gives nonprofits the advantage of being more direct with requests for assistance. Riz Shakir, founder of Project Team Up, a nonprofit helping to rebuild the communities of Holt and Alberta, Ala., after the tornadoes of April 27, 2011, said his organization uses social media as a way to connect with individuals all over the country.

With the work Project Team Up does, the organization is often in need of specific pieces of equipment or people with certain skills, and by using social media it is able to have those needs met more quickly than just with word of mouth. “We put out a tweet asking for people with specific skills, and it’s surprising the response,” Shakir said.

Social media is a powerful tool for the nonprofits who use it. Social media offers affordable, convenient and personal communication with and from organizations and their audiences.

“At this point in time, there is no more cost-effective means that can literally reach hundreds of thousands of people than through the use of social media,” John Panico, co-owner of Social Media Dudes, said. In short, if your nonprofit is not using social media, you should expect to literally whither away and die. It is THAT important to your survival. Don’t wait."

by Alexandra Reichenbach

From pursuing a career in finance to ultimately owning a public relations firm, Krista Conlin has become a renowned businesswoman. Her success is represented through her nominations and finalist positions in the Stevie Awards for Women in Business — an awards ceremony that recognizes exemplary women in the professional world.

Conlin, a native of Birmingham, Ala., began her education at The University of Alabama where she earned an undergraduate degree in finance.

“I’ve always been a numbers person,” Conlin said. “I always thought I would have a career in finance.” Little did she know her professional career would take a drastic turn; numbers would not play a role in her career like she thought they would.

Instead of jumping directly into the professional world, Conlin moved to Europe immediately following college. Her future still seemed unclear and it was the perfect time for her to drop everything and experience the world. After a few years of traveling, Conlin returned to the states and applied for graduate school at The University of Miami.

“The diversity overseas was very refreshing,” Conlin said. “Miami was my top choice because I loved the idea of a multicultural school where I could continue to experience that diverse culture.”

Graduate school marked the beginning of Conlin’s flourishing career in the public relations field. Rather than continuing down the path of finance, she chose to earn her master’s degree in communication.

“I had it engrained in me,” Conlin said, when asked why she chose to attend graduate school. “But it definitely depends on the person. From my experience, I believe it is beneficial to work in your chosen field for a year or two before applying.”

In her opinion, the professional experience is a great way to better understand the curriculum. Experiences in a professional atmosphere versus an educational atmosphere serve as two very different ways of learning the industry. Conlin believes it is worthwhile to recognize the professional side before attempting to master the educational side.

Conlin’s initial public relations job was at a local store in Miami, The Orange Clothing Company. This position provided an eye-opening experience working in public relations. After a few years, Conlin began to miss the Southern lifestyle so she moved to Atlanta before ultimately returning to her birthplace, Birmingham, Ala. It wasn’t until she returned to her hometown that she began to make a name for herself professionally.

Conlin began her career in the Birmingham area at the Wilbanks Agency (http://www.wilbanksagency.com/), “Alabama’s leading public relations and marketing agency.” Entering this agency, she was the director of public relations, where client communication and relationship building were her key responsibilities.

“In my opinion, the definition of public relations is sustaining relationships,” Conlin said. “Everything around you is based on relationships you build.”

While working at Wilbanks, the importance of relationship building became more apparent. Knowing how to sustain relationships requires a unique set of skills. Unlike other professions, such as accounting and finance where the basic skills are taught, the key set of skills in public relations are mastered through experiences with other people.

Maree Jones, the public relations and social media coordinator at Conlin’s public relations agency, KC Projects, has had the privilege to get to know Conlin on a day-to-day basis.

“She is full of energy, a great communicator and expects great things from the people she places around her,” Jones said. While working for Conlin, Jones has realized her personality traits have had a large part in her accomplishments.

Her energetic and personable attitude ultimately led to a critical promotion at Wilbanks, making her the vice president of business operations. It was when she held this position that she was nominated twice for the Stevie Awards for Successful Women in Business.

The Stevie Awards (http://www.stevieawards.com/women/) were created to honor organizations and business people around the world. The event began in 2002 with The American Business Awards and the Stevie Awards for Women in Business quickly followed in 2004. Serving as the world’s premier awards for women executives and entrepreneurs, receiving a nomination and ultimately becoming a finalist in the event was a huge accomplishment for Conlin.

“It was a big deal,” Conlin said. “I loved the woman angle of the event. I believe it is important to recognize women in the professional world because they constantly have an uphill battle.”

The awards given at the Stevie Awards are on a category-specific basis. In Conlin’s case, she was a finalist in receiving the Best Executive for Successful Businesses up to 100 Employees award. This award strongly exemplifies her accomplishments while working with Wilbanks.

After over a decade, Conlin’s career took an unexpected turn. In March of 2011, she started her own public relations agency, KC Projects.

“Actually implementing my own business has been one of my greatest achievements in life,” Conlin said. “I am very proud of the long-term relationships I’ve sustained; without them I would not have been able to make this major step in my life.”

The relationships Conlin formed over the years, both professional and personal, serve as the reasons for her success. The way she has repeatedly shown value and dedication to her clients has set her apart from other women in business.

Conlin leaves us with an important rule she has followed throughout her life: “Do today what others only think of trying to do tomorrow.”

Photo courtesy of Butler Athletic Department

by Megan Reichenbach

Mobile consumer technology, ranging from the innovative tablets to the invention of the smartphone and emerging social networking sites, has created a new communication method for companies. Because so many people have become dependent on these new media platforms, companies are beginning to change the way they are getting in touch with both clients and potential clients. According to the YouTube video “Social media is changing the way we communicate,” “in the near future, we [consumers] will no longer search for our products and services. They will find us via social networks.”

Some may even say that the emergence of social media and the development of tablets and smartphones could potentially threaten the relationships journalists and public relations practitioners develop with clients. There are also those companies that believe the preservation of traditional media is just as important to the success of their services.

According to Bill Todd, chief operating officer of o2ideas, a full-service interactive marketing agency, refusing to adjust to new communication methods is one of the greatest challenges PR agencies and other companies face. Todd believes companies need to think about their target markets and staying up to speed with technology. Even though social media and the advancements in media platforms are becoming more popular, there are still those companies that trust traditional outlets over new ones.

O2ideas has taken a strong position in communicating via the social media and tablet platforms. The company works from advanced platforms, including the iPhone and iPad, and has joined the popular trend of Facebook and Twitter. These new communication outlets seem to be causing a change in the style of writing and communication for public relations professionals.

“People used to want to have conversations, but now people will log onto one of their many accounts, say one or two things, and then sign off,” Todd said. Communication is becoming so easily accessible, the convenience is making some people lazy.

“These advanced media outlets and the development of social media are not a very holistic way of communicating. It definitely has its advantages, but also many pitfalls,” Todd said.

Todd believes that the revolution of email serves as the catalyst for new communication methods. Through the media outlets of Facebook, Twitter and email, it is nearly impossible for PR professionals to read the emotions of their clients, making it difficult to serve them to the best of their ability.

Edelman, one of the world’s most innovative global PR firms, utilizes both traditional platforms as well as the new social media outlets via iPads and smartphones. “Even though we have been introduced to the new media channels, such as smartphone communication, texting, Facebook and Twitter, there is still heavy reliance on traditional media, such as newspapers, and they are still just as important,” Rich Meyers, general manager at Edelman, said. “Every PR professional needs to have a story to tell regarding their clients, no matter what the channel,” Meyers said.

One of the main goals of PR is to get the merits of the products and services available to a target audience. Is the 140-character space on Twitter enough to effectively communicate and create strong relationships? Todd from o2ideas is a bit skeptical.

In a blog published by Patrick Smith, under the MediaBriefingExperts’ Blog, “Why it’s dangerous to over-estimate how digital our audience is,” Todd’s perspective on social media is defended. According to Smith, those companies who are becoming reliant on clientele communication via email, social media and the new tablets are excluding the international audiences that do not have access to the Internet.

There are millions of people in the UK who are still not up to date with the new media outlets. “It’s dangerous to assume that the migration away from analogue to digital platforms will be a simple task of persuading readers and viewers to use new technology. It’s going to be a lot harder than that,” Smith said.

The fact that populations around the world have yet to become familiar with the Internet portrays the risk that public relations professionals are taking by communicating so much of their marketing strategies via social media outlets, such as Facebook and Twitter. However, “social media is becoming an important strategic weapon in company arsenals and has proven to be a valuable tool in acquiring and engaging customers,” Christine Moorman, a professor at Duke’s Fuqua School of Business, said.

Even though the prediction for the future of marketing leans toward a predominantly social media community and business environment, public relations practitioners should consider the emotional connection they are losing with clients. Communication between consumers and businesses are becoming short-handed because of the limitations on these social networking sites, according to Todd.

The development of social media in the business industry has introduced new writing and communication techniques. The conciseness of the new language used on these sites can potentially hurt client relationships, but then again, these sites are introducing a technologically advanced method for practitioners to get to know clients at a fast pace. Do we see our future of communication ultimately taking the place of our traditional media outlets?

“Social media isn’t a fad; it’s the fundamental shift in the way we communicate.”