by Scott Young

Economic turmoil causes organizations of all sizes to seek immediate relief from economic burdens that threaten their very existence. Executives find themselves wondering what is essential for their organizations to survive. They may be faced with tough decisions about whether or not to lay off employees. They may be tempted to ignore social responsibilities or pretend issues regarding reputation management involving community relationships between the organization and its stakeholders are nonexistent. Unable to see tangible connections between public relations and the financial stability of their organizations, some executives choose to downsize their PR staff.

Organizations interested in improving their reputations and relationships understand the importance of utilizing public relations in their everyday operations. By following ethical guidelines, building lasting relationships through community stewardship and listening to stakeholder needs, organizations are able to accomplish reputation management. Even though concerned organizations feel public relations is important, does economic hardship affect the importance of organizational public relations in the minds of executive decision makers?

In an early 2009 article published by the Boston Business Journal, Lisa van der Pool noted how PR professionals in the Boston area have experienced job cuts in recent years. “Nationally, public relations spending has been growing in recent years, although that growth slowed in 2008,” said van der Pool. “PR spending grew an estimated 10 percent in 2008 to $4.7 billion, compared with a 12 percent growth rate in 2007.” According to the article, in-house PR professionals as well as those working for outside agencies have experienced job cuts; however, it is possible to attribute increased PR spending to the trend of organizations using outside agencies more than in-house PR departments. In a recent Journalist blog post, Jeremy Porter noted how PR spending has continually increased in 2008 and 2009 through services like word-of-mouth marketing and social networking. While these trends support a growth in PR, it is limited mostly to agency-related PR.

Reductions in PR staff and resources force PR professionals to seek cost-efficient alternatives to promote their client or organization. Rapid development in social media has affected the way organizations interact with their publics, opening up two-way communication that can foster long-term brand loyalty. However, many PR agencies report requests by client organizations for nothing but social media marketing. While social media marketing is important to organizations, reputation management still depends on more traditional facets of PR, like media relations, community relations and crisis management. While social media can enhance these efforts, certain situations still require organizations to provide a face with the message.

A successful organization incorporates public relations initiatives into its daily operations at all levels, including the executive level. By implementing solid communication plans tied to the organization’s long-term business goals, the executives and their PR staff are able to keep a finger on the pulse of the organization and the reputation management issues it faces.

Outside agency vs. In-house

For those organizations that understand the importance of ongoing reputation management, the choice is not whether to eliminate PR from their daily operations but whether to use in-house PR departments or outside agencies. Julie Bonn Heath, founder of Julie Bonn Heath Marketing & PR, believes organizations and their public relations personnel have been greatly affected by economic hardships. Named one of the “Top 60 PR Peeps to Follow on Twitter” by Social Media Today, Heath explained in a recent interview the difficulties executives face when low budgets force cuts in personnel. She said many executive staff members prefer in-house PR because it is usually cheaper for the organization.

While in-house PR is often cheaper, Heath said in-house PR professionals often lack experience in working with the media. Outside agencies tend to have better media relationships. Heath said, “Outside firms can allow the company to benefit from the relationships of the agency, including relationships that involve other PR agencies. The level of experience the organization can gain by using an outside firm can be unlimited.”

Heath believes that public relations, whether the organization uses in-house PR or an outside agency, is now more important than ever. “In a recession, companies seem to cut their marketing budgets first,” said Heath. “In fact, companies should increase their budget. It is even more important to brand a name and become the choice of the consumer in today’s market.”

Consumers today have to budget their shrinking expendable incomes more because of a struggling economy. This makes today’s consumers very picky purchasers. Heath believes companies who budget more money for PR will stand out from their competition. With so many choices, where will your company be?

Combine your efforts for maximum potential

For some organizations, a combination of both in-house and outside agencies to handle the PR efforts of the organization works best. This allows internal PR professionals to handle marketing through social networking and events while the outside agency works closely with the media. Using a combination of PR efforts can save organizations money by reducing the number of PR staff employed. Companies can employ one person to handle daily public relations and utilize the endless benefits from using an outside agency only when necessary.

Ronn Torossian, CEO of 5WPR, recently posted a blog about some differences between in-house PR and agency PR. He believes students and recent graduates need to know how each type of PR functions. It is equally important for top executives to know the differences. PR is very broad and can offer a variety of choices. Depending on whether the focus of the organization involves in-house PR or services from an outside agency, top executives must decide how the organization will communicate with stakeholders. Executives who arm themselves with this knowledge have a better chance of surviving in a struggling economy. While one effort may work best for an organization at one particular time, situations can change very rapidly in the business world. Now more than ever, it is important to know your publics. Companies can’t rely on family traditions in the marketplace anymore. Consumers seek the best anticipated value.

Good news for PR

According to the Bureau of Labor Statistics, public relations employment is expected to grow more than 24 percent from 2008 to 2018. The site also predicts many organizations will choose to utilize outside firms instead of in-house PR professionals. The cost of an in-house staff may or may not be comparable to the cost of hiring an outside PR agency; every situation is different. Whether your organization chooses to use an in-house PR department, an outside agency or a combination, the important thing to remember is reputation is everything. Good news travels fast but bad news travels faster. Have a plan in place to handle all of your PR needs by incorporating communication into top management and utilizing PR professionals who are most beneficial to your organization’s survival.

Student agency partners with Alabama libraries to promote literacy

by Autumn Winsett

Some University of Alabama public relations students began this semester hitting the books, but not textbooks. The Adventures of Tom Sawyer by Mark Twain is their book of choice because they are supporting reading for pleasure and the public libraries of Alabama through the National Endowment for the Arts’ Big Read program.

Alabama Reads is a statewide program increasing literacy in Alabama and encouraging the use of public libraries in local communities. This year, Alabama Reads is partnering with the National Endowment for the Arts and The Big Read, reading Mark Twain’s The Adventures of Tom Sawyer.

The Big Read is an initiative of the National Endowment for the Arts in partnership with the Institute of Museum and Library Services designed to revitalize the role of literature in American culture and bring the transformative power of literature into the lives of its citizens. The Big Read brings together partners across the country to encourage citizens to read for pleasure and enjoyment.

Members of Capstone Agency, UA’s student-run public relations firm, are implementing Alabama’s first statewide reading initiative in partnership with the NEA. The Adventures of Tom Sawyer by Mark Twain was the book selected because of its popularity and small-town feel. This year also marks the 175th birthday of author Mark Twain.

Alabama Reads is the student agency’s largest client to date. The future PR professionals are gaining real-life experience with this significant reading awareness campaign. The students are responsible for the production and distribution of all materials for The Big Read: Alabama Reads project, including posters, book marks, T-shirts, “green” grocery bags, yard signs, buttons, window cling stickers, editorial media, a Web site and social media materials.

“The great thing about Alabama Reads is that whether we are affiliated with the NEA on a project or not, we can do a number of different initiatives focusing on reading in the state of Alabama so it’s got a lot of flexibility,” said Teri Henley, the campaign’s faculty advisor.

While Capstone Agency began working on the research and planning stages of this campaign last spring, the nuts-and-bolts development and implementation of the campaign didn’t begin until this semester. Caitlin Norton, senior and co-account executive of the campaign, tells how this process came together.

“I am predominately overseeing external communication, which includes planning a kick-off and wrap-up event in February and April, as well as government and university outreach,” Norton said. "The other account executive, Aly Alameddin, and I volunteered to work on this campaign last April. We spent the majority of our summer conducting research and planning what needed to be done in preparation for the upcoming fall semester. In August, we were able to obtain a team of about 15 students who have helped us come up with and put together a communication plan. Throughout the semester, Aly and I traveled to various locations across the state to present the communication plan to the Alabama Public Library System’s Public Relations Committee and the nine regional directors.”

Successful implementation of this campaign means a great deal to the students who are devoting countless hours to help Alabama’s public libraries. Learning that the purpose of NEA’s Big Read program is to develop and to promote reading and literacy impassioned the students, fueling their desire to help increase awareness of public libraries and change low literacy statistics.

As Norton explained, one of the students’ goals is to present the public with new knowledge about public libraries. “The reason I love getting to work on this campaign is because it is all about promoting public libraries and literacy in the state of Alabama,” Norton said. “Reading is a passion of mine, and any spare minute I have I love to use it reading a good book. I want to share that passion with the residents of Alabama by showing them that reading is fun, but also that their public libraries have so many incredible services to offer. Not very many people are aware of all the different services that are offered in their local library. Libraries have so much more to offer besides checking out books.”

The campaign launched with a kick-off event in Montgomery on the State House steps Tuesday, Feb. 2. Approximately 185 people showed up to support the campaign. Lt. Governor Jeff Folsom read the prologue of The Adventures of Tom Sawyer by Mark Twain. State Representative Greg Canfield read an official proclamation declaring the months of February, March and April as Alabama Reads months in the state of Alabama in conjunction with The Big Read: Alabama Reads initiative.

The success of the kick-off event gives hope to Capstone Agency that the rest of the campaign will be equally successful. There will be many more events across the state in each of the nine Alabama Reads regions. Pat Ryan, Jefferson County Library Cooperative director, said, “Everybody statewide is so excited. Students, libraries and communities can’t wait for their local kick-off events if they haven’t had one already.”

“The Capstone Agency has done a superb job, and we couldn’t have had this statewide campaign without them,” said Ryan.

Throughout the rest of the campaign, the students will track media coverage and help the different regional coordinators with media pitches, events and social media. To learn more about the Big Read: Alabama Reads campaign visit alabamareads.org.

by Allison Cook

In the past decade, public relations has grown and expanded; the impact of the Internet and e-mail on the industry has grown as well. Now, news circulates 24/7, and journalists need accurate information quickly. Journalists can’t always wait for the postal service to deliver information to their desks; public relations professionals shouldn’t wait, either. Although traditional press kits have their place, online press rooms and e-mailed press releases provide a quick source of information for journalists, ensuring audiences get the message quickly.

In my experience as an intern at a local publishing company, around 99 percent of the information I post to the Web stems from press releases e-mailed to my editors. While I enjoy receiving snail-mail kits before a big event, it’s a chore to scan pictures from run-of-the-mill releases for Web news. As a PR student, I wonder why I learned to send press releases and press kits that I don’t like to receive as a writer. After starting a discussion on LinkedIn in the group PRwise, I discovered that I’m not alone – many journalists said mailed press releases aren’t relevant anymore.

E-mail: faster, easier, preferred

E-mailed press releases and online press rooms are the fastest ways to get a message to an audience. With a constant flow of news, journalists need information now. “Speed is the essence of news, and in today’s world if it isn’t right now it isn’t anything,” said Jeremy Whittingstall, a media and communications consultant in Calgary, Canada. In his experience, Whittingstall said snail-mailed kits don’t get the coverage he wants.

In order to reach key publics, content creators need to reach the appropriate media gatekeepers as soon as possible; the fastest way to reach them: e-mail. Mailed releases can take several days to arrive and may sit on a journalist’s desk or in his mailbox for several more days. Although some circumstances require a mailed release, everyday releases and announcements require something much quicker.

E-mailed releases and online press rooms are not only faster but also easier for most journalists. Newsrooms are getting smaller, and journalists are under pressure to deliver more content with less manpower. E-mailed releases with attached pictures are easiest to re-post. Instead of copying the release, scanning images and inserting the message into templates, releases attached to e-mails make it easier for journalists to place the message into their publications or on the Web.

Journalists can also access online press rooms easily for more information. Although initial contact through an e-mail with a release gains attention, an online press room with information that complements the release can get even more coverage. In my experience, I prefer to search through an online press release archive to find background information on articles I write for the Web. Online press rooms provide a centralized location for journalists to quickly and easily familiarize themselves with the company and its projects.

Because e-mailed releases are fast and simple, most journalists prefer them over traditional mailed releases. Jacquelyn Lynn, a business writer in Orlando, Fla., said she doesn’t like to wait for a mailed kit to arrive, especially if the kit is unsolicited. Shannon Delcambre, assignment manager at NBC13 news in Birmingham, Ala., said he prefers e-mailed releases because they’re easier to send to producers and other journalists at the station. Delcambre said around 75 percent of assignments come from e-mail because they are “the easiest to use and disseminate in the newsroom.”

Snail mail isn’t dead.

Although e-mail is faster, easier and preferred by most journalists for everyday releases, the snail-mailed kit isn’t dead; mailing a kit still holds its place in PR. Steven Spenser, principal of Praxis Communication in Seattle, said “having something arrive on her desk will definitely get a journalist to open your material — if only out of curiosity and nostalgia — but using this technique for run-of-the-mill announcements just wastes the opportunity to make a golden first impression with a killer pitch.” Journalists are bombarded with e-mails every day; sometimes, the best way to make an impression is to send your best kit.

Big events almost always require a physical kit. In my experience, I prefer to receive a mailed kit before big events; it keeps my thoughts and information in one place where I can easily file away or access key information without searching through e-mails or files on my computer. At many industry events, field staffers aren’t allowed to speak to the media; however, they are allowed to hand out press kits.

Product samples always require a mailed kit. Michael Straus, founder of Straus Communications in the San Francisco Bay area, has worked in food product and environmental issues PR for 15 years. He said that a snail-mailed kit is still relevant when “sending an interesting product sample, or distributing timely information at special events.”

Mailed kits should incorporate online press rooms and e-mail addresses. Including Web site links and e-mail addresses keeps the lines of communication between the gatekeeper and the content creator open — an essential part of PR. Including flash drives or CDs with releases and photos in physical kits allows journalists to choose which medium they prefer; they can flip through the paper kit and insert a drive or CD into their computer for simple copy/paste functions or resizing photos.

Some journalists prefer a mailed kit or release. Spenser pointed out that a hand-written pitch in a kit is rare and sometimes preferred for certain media outlets. He said many smaller publications or niche publications that publish infrequently prefer the personal touch of a mailed kit or release.

How do I know what to use?

With so many options, how do PR professionals know which type of media to use? Put simply: know your recipient and know your message.

Knowing your recipient means knowing their name and their preference. A release or kit mailed or e-mailed to the wrong person is a waste, no matter how beautifully written or designed. At my internship, I open press releases and press kits addressed to editors who don’t work at the office anymore. Receiving an envelope addressed to a former editor or writer shows the journalist that the PR firm didn’t do their research.

Although most of the journalists and PR professionals who responded to my questions about press releases favored e-mailed releases and kits as well as online newsrooms, most agreed that a journalist’s preference takes precedence over ease and speed. Martin Hardwidge, owner of MHA Sales and Marketing in Nottingham, U.K., uses MediaAtlas when constructing media lists and pays close attention to the “preferred” column to decide which medium to use with each journalist. Hardwidge added that traditional kits still have their place with journalists who want them. Knowing the media gatekeepers and their preferred means of communication helps ensure the message will reach the audience. Journalists at small weeklies or quarterly publications may prefer a mailed release or kit.

Almost as important as knowing your recipient is knowing your message. Mailing a release or kit for an event or product sample is necessary; mailing a kit for a job promotion or contest winner is not.

E-mail and online press rooms can be quick and easy sources of information when used properly. However, know when it’s appropriate to call the printer and use a stamp. Keeping up with technology is a key part of public relations, but forgetting the basics doesn’t benefit you or your audience.

by Haley Barr

All over the world, businesses and organizations are taking advantage of the benefits of newsletters. Newsletters come in many different forms and are typically produced by or for a business firm, nonprofit organization or government agency in order to communicate to key internal and external publics.

Newsletters are either print or electronic. Print newsletters give readers something tangible to read and don't limit them to reading off the computer screen. On the other hand, electronic newsletters, or e-newsletters, are cost effective for the organization sending them out and convenient for readers who are online frequently.

Steven Spenser, principal of Praxis Communication in Seattle, prefers to receive print newsletters because they don't clutter up his inbox, and he isn't restricted to reading from the computer.

"Older recipients will probably prefer hard copies they can hold in their hands -- offering a snail-mailed copy can sometimes be used as a benefit of paid membership -- and read anywhere, while younger, tech-savvy readers will often be fine with an e-mailed version," said Spenser.

Whether distributed electronically or through the mail, successful newsletters effectively reach an organization's priority publics.

The print newsletter lives on

Dialog is The University of Alabama's faculty and staff four-page newsletter that comes out every week during the academic year and periodically in the summer. According to Lisa Frederick, associate director of internal communications and Dialog editor, the printed newsletter is divided into four sections: the cover is a long story that highlights faculty and staff research, significant campus news or milestones, or other feature-style articles; the News page contains news articles and announcements; the Accolades page is dedicated to faculty and staff accomplishments; the back cover is Connections, which is used to share information about campus programs, development opportunities and other service-oriented content.

Frederick says Dialog is successful, because it is a tool that helps the editorial team tell the story of why UA is a rewarding place to live, work and learn. It keeps faculty and staff informed about what's happening on campus and recognizes the achievements of UA employees, which encourages a connection among the faculty.

A newsletter will ultimately be unsuccessful if it fails to connect with its target public. If used correctly, a newsletter is a dependable vehicle to share important messaging that's tailored to a specific audience in order to boost a sense of connection, according to Frederick. It is clear that Dialog is a successful newsletter that provides faculty and staff with information and resources needed for professional growth.

"First, it's important to know your audience," said Frederick. "If you're not familiar with the topics that interest them and are useful to them, and if you're unable to share news and information in a timely, regular manner, your newsletter won't have as much impact. And, of course, you should pay attention to the basics -- the writing should be clear and strike the right tone; the art and graphics should be appealing and appropriate; and the entire package should be visually engaging and easy to navigate."

UA faculty and staff are interested in topics that are specific to UA, and Dialog is one of the most effective ways to share that information, says Frederick.

E-newsletters offer a different set of advantages

The United Way of Lee County, Ala., newsletter, Live United, is a nonprofit newsletter produced for supporters, volunteers, key community people and organizations. In the past, it has been produced on a quarterly basis and sent out in large mailings. However, this year United Way will begin sending out bi-monthly e-newsletters.

According to Joni Coffman, United Way of Lee County's community resource development specialist, the newsletter is successful, because it helps readers know how to get and stay involved. It gives people the opportunity to stay informed with what's going on within their own community.

A bi-monthly newsletter sent via e-mail is convenient, because readers don't have to rely on going to the organization's Web site for daily news and updates. United Way's newsletter is beneficial, because the organization is on the community's mind all year long. Coffman says it keeps the supporters updated with what United Way is doing on a regular basis instead of only during fundraising campaign time.

"We use our newsletter to offer volunteer services to our readers, to update them on any changes we may have within United Way and our partnering agencies, and also to keep them informed of human and health services provided throughout our community," said Coffman.

United Way uses its e-newsletter effectively by constantly keeping its readers informed with what's going on within the organization and community.

According to an article posted on advisorToday.com and written by Martin R. Baird, president of Advisor Marketing in Annapolis, Md., a newsletter is an effective tool that requires careful planning before taking the plunge and investing time and money.

"A newsletter is a great marketing tool," said Baird. "Make sure you do your homework up front, however, and provide information that your target market really wants."

As long as the organization maintains commitment for its causes and continues to connect with its target publics, the newsletter will remain a relevant public relations tactic no matter how it's delivered.

by Madeline Reeves

College students hear repeatedly that the key to a successful future in the public relations field is largely dependent upon completing several quality internships. Some experts would say that internships, or the lack thereof, can ultimately make or break your career. Is this really true? If it is true, what do you need to know to make sure you get the most benefit from your internship experience? And how do you conquer the transition from lowly PR intern to prosperous PR professional, by the means of internships?

The primary benefits of internships are tri-fold: professional experience, contacts and future employment. PR internships in particular are said to jump-start students’ careers by providing a number of invaluable opportunities prior to college graduation. Internship experience often makes the difference between finding a good job in your career interest area versus settling for whatever job you can land. A good internship provides professional experience, a clearer understanding of what type of work you enjoy and resources that can help you throughout your career.

Internships challenge students to apply classroom theory to complex workplace demands. They also allow students the opportunity to explore their options, experiment in different fields within their industry and diversify their background, all while gaining professional experience and exposure.

Brian Camen, author of The PR Practitioner blog, said that each internship experience will teach you new things about the PR world and about yourself. He advises four steps on how to make the most of an internship: “Ask questions, take initiative, act professional and don’t sweat the small stuff.”

Cynthia Nichols, a PR professor at the University of Alabama, thinks that going the extra mile during an internship truly pays off. Nichols said, “Be willing to make sacrifices to get the job done. There are tons of other undergrads out there that they could have hired, so make it worth your and their while. No one is expecting you to be perfect, but they are expecting you to be a go-getter.”

Although internships offer significant career experience and professional networking, the personal gain on behalf of the student is often even greater. Students regularly complete internships with accumulated evidence of their abilities, newfound wisdom and understanding in their field and an increased self-confidence.

Kelly Backus, an account coordinator with the Wyche Group, a PR agency out of Atlanta, Ga., said that her PR internship work experience was critical to landing her first full-time, professional PR job. “My internship experience helped distinguish me from the many other job seekers who were recent college graduates. I did not realize it at the time, but once I started my first full-time PR job, I realized just how valuable it was to already know something about PR in the real world in addition to everything I learned at school,” she said.

Most important, internships build a bridge between college and the professional world, easing the transition from amateur PR student to distinguished PR professional. According to Backus, “Internships are the easiest way to gain the needed experience to transition from a ‘green’ intern, to a seasoned professional.”

Backus said that it’s imperative to pay attention to every detail during your internship in order to make a smooth transition. “Immerse yourself into the professional environment and strive to be adaptive to the workplace. Make mistakes, listen to what you’ve been told, observe your environment, push your limits and evaluate your progress,” she said.

Additionally, the efforts you make after your internship are equally as important as the efforts you make during your internship. As many practitioners would say, your contacts are your best tool in PR. It’s important to keep the line of communication open and available with your former colleagues and superiors. Backus states, “Keep in touch with all those you have worked with, ask them to review your resume and keep you updated on job openings.”

In regards to getting the most out of an internship while paving the way for a smooth transition to full-time employment, Camen also encourages students to keep in contact with their former employers. Camen advises students to go a step further find a mentor at each internship and stay in touch with them. “We all need advice professionally and personally. If you set yourself up with a network of mentors, you’re setting yourself up for a better chance of success.”

However, according to Camen, the transition is all about progress. “No matter how many internships you have, you still won’t be prepared for your real-world responsibilities. Interns aren’t on the front line talking to the media. Interns aren’t dealing with crisis, full-time employees are. The biggest transition problems you will face is your workload responsibility, and of course the level of work you will be doing.”

Nichols agrees and says the biggest part of the transition from intern to professional is your new workload and increased amount of responsibilities. “You are required to know everything and stay on top of current trends. You are the professional now, and it is your responsibility to teach yourself what you don’t know.”

by Josh Morris

If work or pleasure takes you to Boston, and a friend suggests you go to Faneuil Hall and eat at Houston's – for lunch or dinner (they don't serve breakfast) – because it is the best restaurant in the city, would you believe your friend is working for Houston's, or just giving you his opinion?

Certainly you've had a friend suggest a product or service before, and most likely you've done some suggesting yourself, but have you ever considered the implications of what it is you're really doing?

What exactly is word of mouth marketing?

Word of mouth (WOM), as defined by the Word of Mouth Marketing Association (WOMMA), is "the act of consumers providing information to other consumers." So your friend was giving you good word of mouth; he believes Houston's is great and thought you would enjoy eating at his favorite restaurant in Boston.

In turn, word of mouth marketing (WOMM), according to WOMMA's WOM 101, is "giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications."

So, wait: did Houston's provide your friend with incentive to drive business once he left the restaurant? If it's called marketing, it must mean they've spent money on it, right?

Carin Galletta, founder of Ink Foundry Public Relations, a full-service word of mouth marketing agency, put WOM into an easy perspective: "I'm giving you my recommendation for a product or service. If you respect my opinion, my recommendation can encourage you to purchase a product."

What actually happened was Houston's staff are so good at what they do, assumedly providing great food and excellent service, that your friend was compelled enough to tell you about his experience, in turn providing free marketing for Houston's. Are we getting closer? I think so!

Advertising, public relations and marketing all cost companies money – at times, very big money – and are ultimately meant to impact business. But Galletta believes all of the money in the world won't create a successful WOMM campaign; WOM must start with a great product.

"We tell all of our clients to make sure the product or service is the best it can be before engaging in a word of mouth marketing campaign," she said.

Sure, Houston's spent money on products and staff, but the food and service themselves were what made your friend recommend the restaurant. So, whether or not the business is intentionally creating it, WOM is an inherent result of a great product or service.

Is WOMM something new?

Yes. According to WOMMA, WOM has been around forever but businesses are just now getting around to harnessing it effectively within marketing objectives, resulting in the formation of WOMM. Although it is new, there are already many types of WOMM, but to better understand the different tactics, WOM should be broken into two categories: organic and amplified.

WOMMA defined organic word of mouth as the daily interaction of consumers and amplified word of mouth as the result of a WOMM campaign. Organic WOM has been going on throughout history and the only control businesses have over it is the quality of its service or product. Amplified WOM, according to Galletta, is the result of businesses harnessing and encouraging the consumer interaction and can be achieved through many different tactics, channels and strategies.

For example, two types of WOMM to create amplified WOM, defined by WOMMA, are: 1) "buzz marketing: using high-profile entertainment or news to get people to talk about your brand;" and 2) "viral marketing: creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by e-mail."

A great example of a WOMM campaign is one Ink Foundry recently held. It was an immersive influencer event, where key influences are identified and invited to a brand event at the Playboy Mansion for a Las Vegas casino client.

Galletta said, "We brought in gaming tables, dealers, Vegas girls and everything else that we could to recreate the casino experience at the Playboy Mansion. We even took the Vegas experience into the famous Playboy Mansion grotto."

If that didn't "encourage" the invite-only guests to talk over the next few days, or weeks, I'm not sure they still have a pulse.

Where does PR play a role?

Earlier I mentioned Ink Foundry is a public relations, word of mouth marketing agency. Sure, its emphasis is on WOMM, but its foundation is public relations. Galletta said that even after 20 years her parents still don't know what it is, but that's because PR is very misunderstood by most everyone.

"It can encompass many, many different elements including managing crises, keeping brands out of the news, community events and many other things that people don't really think about," Galletta said. "However, everything that PR does should support the company's larger marketing objectives."

It's this supporting of every part of a company, beyond marketing, that keeps PR vital to everyday operations. WOMM campaigns rely on PR ethics and strategies to be successful and create the most positive WOM possible.

While discussing the PR foundation for Ink Foundry, Galletta said it began about 10 years ago as a public relations company that specialized in word of mouth marketing, brand immersion events and influencer engagement, and that it is still doing that today.

"[That's] corporate speak for: we found the people most likely to enjoy a brand and found cool ways to make the introduction and let the people do the rest," Galletta said.

WOMMA defined the basic elements of WOMM to include: researching how, when and where opinions are being shared; engaging in conversation with supporters, detractors or neutrals; and identifying key publics to educate about your products or services. Each basic element of WOMM is also a basic element of PR; where doesn't PR play a role in WOMM?

Ethical WOMM

"Nothing is more important for a business than upholding the highest ethical standards," Galletta said, and her Ink Foundry Web site has an Ethics section that states it abides by the Word of Mouth Marketing Association (WOMMA) Ethics Code. And after review, the WOMMA Ethics Code closely resembles the core values of the PRSA Code of Ethics – further establishing the relationship between the two industries.

"We want everyone to know where we stand and how we work," Galletta said. "We also want to set a visible example of how we believe ethical word of mouth marketing should be done. It's not cool to try to pull the wool over anyone's eyes."

WOMMA agreed in its WOM 101 guide, and said, "Word of mouth can't be faked or invented. Attempting to fake word of mouth is unethical and creates a backlash, damages the brand, and tarnishes the corporate reputation."

If WOM, at least in its organic form, has been around for so long, and is going to happen whether or not you intend for it to, businesses might as well participate proactively and ethically.

Galletta believes that WOMM is the untouched division of marketing as far as power and impact are concerned, and said, "Across the board, WOM is the number one way that people hear about and then decide to purchase a product."

Then if engaging in and harnessing amplified WOM is the most powerful and effective form of positive marketing, certainly remaining passive and allowing uncontrolled, organic WOM must be the most destructive and critical form of negative promotion.

Galletta recommended joining the conversation whether your company is experiencing positive or negative WOM. "Get in the conversation and define who you are and what your brand is; don't let someone define your brand for you," she said.

If the word out about your business is negative, there is no better time to join the conversation and defend your products and services, providing accurate WOM. But remember, unethically creating buzz around a product or service, even in defense, poses far greater risk than reward; if word gets out you're lying, customers have a far greater incentive to share negative information with their friends.

Go ahead and chime in!

Did you just feel a little power shift from producer to consumer? Now that you know a little bit more about the implications of word of mouth and the power of word of mouth marketing, why not consider vocally supporting your favorite brands more often, or more objectively criticizing one bad customer experience? Try not to abuse the power of WOM, but if the next time you're unhappy with a product or service, speak up! You never know who's out there listening, waiting to join the conversation.

by Enelda Butler

The goal of any local government should be to serve the best interest of its citizens. The development of new forms of communication, such as social media Web sites like Facebook, YouTube and Twitter, has revolutionized the way that some cities communicate with their residents. For instance, cities like Chicago, Washington, D.C., and New York have Facebook pages providing information about upcoming events taking place in the cities.

Social media has also been used to keep residents informed during emergency situations. For example, the Mississippi Department of Transportation used Twitter to keep citizens informed during the 2009 hurricane season.

According to Carrie Adam, MDOT Public Affairs Division director, the organization developed the idea to use Twitter after last year's hurricane season. "Every year after hurricane season we have a brainstorming meeting to discuss ways to better serve the public,” said Adam.

After this meeting MDOT decided to begin using Twitter as a way of reaching residents in a timely manner. "We use Twitter as a way to get information about evacuations out to the public quickly, and people can get these updates on their cell phones," said Adam.

However, because of a relatively quiet hurricane season MDOT did not use Twitter as often as they expected. "We just started using Twitter last year, but only during hurricane season, which is from June to November," said Adam."We weren’t able to utilize it as much as we wanted to because there weren’t many threats to the Gulf Coast this hurricane season."

MDOT also communicates with residents through mstraffic.com. This is a Web site where residents can sign up to receive traffic information for the area they live in, including updates on accidents and road construction. The Web site also offers live streaming video of major interstates and highways in the state.

Currently, Twitter is the only form of social media that MDOT uses, but they plan on expanding in the near future. "Our intent is to begin using Facebook, probably in a couple of months," said Adam.

These tactics can develop stronger two-way communication between government officials and community members. Residents can voice their opinions about important issues without going through traditional channels, like city council meetings. Although traditional means of communication remain important, these new tactics give residents more options.

Tuscaloosa, Ala., is one city using several different ways to communicate with its residents. Tracy Croom, city clerk of Tuscaloosa, said the city’s most recent mayor inspired these new communication tools. "Things really changed in the last four years," said Croom. "It’s so important to Mayor Maddox to have open communication."

Tuscaloosa recently began using social media. For instance, a video of the mayor’s inaugural address can be found on YouTube. The city has an active Facebook page and a Twitter account. Although these tools are beneficial, Croom said face-to-face communication between government officials and residents remains vital.

"Even though we have Twitter and Facebook and all those avenues, it’s still really important for the citizens to come to the council meetings because that’s where the laws are enacted and that’s where the policies are changed," said Croom. "We use those types of avenues just to get the word out."

Two years ago, the city began Tuscaloosa 311, a hotline residents can call to report non-emergency issues. According to the city’s Web site, this service also provides a neutral forum for citizens to make suggestions about city services and departments, answers questions citizens have concerning city organizations and services and assists citizens in obtaining city services in a fair and efficient manner.

Croom said Tuscaloosa 311 is one of the city’s most successful communication tools. In fact, more than 100,000 calls were made to the hotline in the past year.

"When people are utilizing these tactics you know they’re effective," said Croom. "If it doesn’t work or it’s not convenient, we’re not going to use it. Seeing the number of users increase over the last two years lets us know that we’re doing something right. But we’re always looking for ways to increase and to get better."

Croom said the goal of all of these tactics is to better serve the community. "We’re here to make life easier for our citizens," said Croom. "Our mission is to serve."

Graphic ed. by Niki Gautier

by Ashley Ross

Public relations is all around us. Every day we get a firsthand glimpse at companies dealing with PR through various modes of communication with the public. Oftentimes, we forget, or overlook, the fact that those companies are utilizing pubic relations within their very own walls to effectively communicate with all levels of employment.

“Internal communications is vital for a successful organization," said Stefanie Asin, the director of public relations at the Methodist Hospital System in the Medical Center in Houston, Texas. "It fosters trust among employees, provides information about the company and their jobs, and connects employees to each other,”

Alabama Power Corporate Communications Director Pat Wylie said, “Alabama Power uses internal communication with employees, retirees and other key stakeholders to actively communicate messages intended to enable successful achievement of corporate goals and objectives.”

By effectively identifying and explaining corporate missions and ideals to its employees, a company can actually achieve some of its long-term goals simply because no confusion is present. Internal PR guarantees this success through better participation amongst employees because everyone is striving for the same clearly explained goals.

So, for what other reasons do companies incorporate internal PR into their corporate culture?

According to an article written by Peter TerHorst and posted on the Ezine Articles Web site, “When employees are informed about what their organization is doing and recognized for their role in its success, they will become some of your best spokespeople.”

Both large and small companies must understand that employees possess the capabilities of creating either positive or negative word of mouth about a company, which directly affects the company’s reputation. By effectively exercising internal PR, a company can maintain a healthy and strong relationship with the employees, thereby stirring up positive outlooks amongst them.

“The role of internal or employee communications is critical to Alabama Power,” Wylie said. “Properly informed and motivated, Alabama Power’s 6,800 active employees and 5,000 retired employees serve as ambassadors for the company all over the state in civic organizations and churches, in everyday life and with professional engagements with customers.”

Asin said, “Employees are the best ambassadors for a company. So the employees must understand the company’s mission and values — which can be accomplished through internal communications.”

Because employees demonstrate that they are one of the main sources for external communication with your customers and the public, why not improve your internal public relations to ensure that positive word of mouth is created amongst your best company ambassadors? By creating a healthy, positive corporate culture, employees will be satisfied with the company workplace and continue to put forth their best effort toward the company’s goals.

In his article, TerHorst explains that a company should tell the employees what the company is doing, what their role is and why it is important, as well as solicit their comments and suggestions.

David Brown’s article for The Business Review stated, “Without a dedicated, effective internal communications program, an organization allows others to determine what information (or disinformation) is communicated to employees about their organization.”

Exactly how are corporations carrying out the steps suggested by TerHorst?

To communicate its messages to employees, Alabama Power uses internal PR through printed publications, Web sites, social media and employee events and meetings. These simple, yet effective, means of communicating, provide the exact solutions for Alabama Power to reach out to its thousands of employees.

Asin said, “We [Methodist Hospital System] have an online employee newsletter, weekly e-mail newsletter from the boss, internal blog, lots of other e-mails," and social media tools such as Twitter and Facebook to communicate with employees. 

The Methodist Hospital System also uses magazines, posters in the hallways, tent cards in the cafeteria, and stickers to better communication with the employees.

In his article, Brown suggests a few steps to implement a good internal communications strategy:
•“Make sure communications is from all directions. The process of communicating internally should include an information flow that goes throughout the organization.”
•“Make sure messages are clear, consistent and credible.”
•“Assure that all information is accessible, accurate and accountable.”
•“Take advantage of technology.”
•“Printed material such as newsletters and company magazines, etc., still are important.”
•“Don't forget personal interaction. The most effective internal communications vehicles are still face-to-face meetings and small group interactions.”

By applying these processes, a company can effectively communicate with its employees to motivate and encourage them to put their best efforts back into the company. Internal public relations is simple and easily executed for any size organization. It proves to be the heart of a company’s operations because it provides positive communication with employees, which will boost the company into success. From the outside looking in, we may not notice a company’s internal public relations tactics, but we understand the importance of good communication within an organization.

by Amanda Aviles

Curious about what it would be like to live in another country? Or form business relationships with people from exotic backgrounds, whose customs and beliefs vary drastically from yours? Have you ever considered working for an international company in the U.S.? Ever dreamed of a career that could present opportunities for you to travel the world and learn global PR practices? All of these possibilities, and more, are available with international PR, a quickly growing career path that many young hopefuls are considering, and for good reasons.

What is international PR?
Jim Holtje, senior manager of leadership communications at Siemens Corporation in New York, lectured on international PR at the 2009 PRSSA National Conference and defined international PR as working for a company, agency or non-governmental organization (NGO) overseas or working for a foreign company, agency or NGO in the U.S.

Throughout his presentation, which he titled, “International PR: Go Global, Get an Edge,” Holtje talked about the benefits of working abroad, but also touched on less common international practices, like insourcing (quite literally the opposite of outsourcing), Americans working for foreign companies in the U.S. Unlike outsourcing, however, where workers in other countries are paid a fraction of what Americans would be paid to do the same work, insourced PR professionals are actually paid an average of 32 percent more than their counterparts working for American firms. Holtje went on to say that 5.1 million U.S. workers are currently being insourced.

In the book “Legacies from Legends in Public Relations,” John Reed, APR, Fellow PRSA chairman, Consultants in Public Relations, gave another definition of international PR: “International public relations simply means you ‘do it someplace else.’ By ‘someplace else,’ I mean places where the audience or public is different from the persuader, where geographic, linguistic, historical, religious and other boundaries are crossed.”

What companies provide opportunities in international PR?
PR agencies like Edelman, Weber Shandwick, Burson-Marsteller, Hill & Knowlton and Fleishman Hillard are all international agencies with offices throughout the U.S. and the rest of the world.

The international divisions of each agency are incredibly profitable. For example, Holtje said in his presentation that Edelman reported a total revenue of $450 million in 2008, with 64 percent of it being international revenue.

Because larger agencies have offices around the world as well as international clients, it is much easier to pursue international opportunities when employed by a larger agency than with a smaller firm, or in a corporate PR position.

What are some characteristics you need to succeed in international PR?
In essence, a main function of PR is relationship building, and a large part of international PR is being able to build these relationships with and for people from different cultures. Reed stated that ”International PR requires the persuader or PR person to have an extra skill set that includes linguistic ability, a knack for and desire to engage in cross-cultural persuasion.” While it takes a special type of person to be able to connect and build these cross-cultural relationships, the outcome could be greater than ever imagined.

An article in the New York Times about the current trend of American students pursuing jobs in China highlighted another plus Americans bring to the table. When looking for prospective employees, one employer said he “needed someone who was capable of communicating with the Western world.” Believe it or not, having American connections gives us a leg up, considering how much business most countries do with English-speaking countries.

Holtje recommended these five tips for young professionals hoping to land a job in International PR:
1. Travel! While it will help you become acquainted with other cultures and customs prior to settling down, it will also help you decide if you really do have the passion for international relations and traveling. Studying abroad is the obvious choice to fulfill this recommendation, but if it is too late in your schooling to pursue a semester overseas, consider a summer program or short vacation post-graduation.
2. Learn a foreign language(s). Even if you decide not to pursue international PR, it gives you a huge marketplace advantage.
3. Sharpen your core PR skills. No matter what aspect of PR one chooses to pursue, it is important to keep the basics in the forefront of one’s mind.?
4. Broaden your horizons. Pursue opportunities that you hadn’t thought of; meet people you normally wouldn’t; take chances.?
5. Network! With this, always give more than you take in new friendships.

Based on his experiences around the world in international PR, Reed said, “The important concept to be learned is that peoples differ markedly from place to place in terms of their histories, religions, interests, values and so forth.” To succeed in international PR, hopefuls must understand and embrace these differences.

How do international PR practices differ from U.S. practices?
While international PR requires many of the same skills as PR in the U.S., there are also special PR needs for every country, region and industry within each. Holtje alluded to common foreign needs like translations and help with everyday English “slang” phrases that could help their company succeed in the Western world. PR practitioners will also have to devote time and energy to immersing themselves in the culture, in order to best meet the needs of the market they serve. Many of these “special needs” will not be laid out on the table, and it may take time to adjust to and learn the real needs of a company and the best way to handle them.

He elaborated on this thought in a later interview by saying that while U.S. practitioners have a wealth of knowledge to share overseas, "there's some really creative and cutting-edge public relations work being done around the world that all practitioners can benefit and learn from. Good ideas don't need a passport."

One Chinese executive, quoted in the article in the New York Times, said another dynamic Americans have to offer is a knowledge of skills that are hard to find in natives of other countries, like the Chinese. He lists some of these traits as taking initiative and thinking ahead, while a common Chinese practice would be to take orders instead. This difference is refreshing for most international companies, as an American’s perspective and attitudes vary greatly from the Chinese culture of listening as opposed to initiating.

Not only do practices and tactics differ around the world, but in some countries, PR campaigns may have to be altered to comply with local regulations. Natalie Murphy, account supervisor at Weber Shandwick in NYC, works on global healthcare accounts, and advised that it is important to bear in mind that every tactic may not work in every country due to rules and regulations, so developing different components to each campaign is crucial.

Murphy also touched on the fact that practices may fluctuate from country to country simply based on their understanding of PR. She stated that as corporations begin to realize the importance of their image to all stakeholders, and the fact that one small story could develop in to overnight global headlines, they understand PR more. This, in turn, leads to hiring agencies like Weber Shandwick or others listed above to improve upon what they have, and help them develop their PR practices even more.

Holtje advised that, "if you're planning an international PR effort, the local conditions on the ground should be your first consideration and take precedent over what headquarters thinks everyone should say," as many people based in the U.S. may not understand what you see by being there.

Finally, as social media has become the hottest PR topic in the U.S., and most U.S. companies are jumping in head first, companies abroad are much more reluctant. Murphy attributed this to the aforementioned regulations, and the fact that the companies would prefer to let others test the waters first, thus predicting their success on the success (or failure) of other companies and deciding the next steps to take from there.

Why work in international PR??
Why not? As a soon-to-be or recent college graduate, the time is right to get out in the world and see and do things you’ve never done. If you love to travel or are fascinated by other cultures and their practices, adding PR to the mix makes international PR an ideal first job. We have the opportunity to practice PR, exchange knowledge with other countries and, most importantly, spread our wings and expand our portfolios by learning culturally diverse PR practices.

by Ashley Ross

College students are continually warned about the negative effects of irresponsible management of social media accounts such as Facebook, Twitter and MySpace. Concerns of this nature arise because personal social media accounts can either assist or hinder one’s search in the job market. Employers have easy access to potential employee’s accounts and possess the ability to research more background information on a job candidate than ever before. Personal online brand management is key to maintaining a reputable image in the eyes of employers.

Maybe you think that you have your social media profiles under control. Maybe you do not see a need to change your profiles to better your online reputation. You might want to think again because you cannot neglect the fact that online search results provide information as to what potential employers know about you, especially during the process of job searching.

According to the E-Business Architects Web site, Online Reputation Management concerns the management of your reputation on the Internet. ORM encompasses marketing and public relations that helps to “protect and manage your reputation and brand becoming actively involved in the outcome of search engine results.”

Keith Burton, president of Insidedge, said, “Young professionals need to know that just as we counsel CEOs and other corporate leaders that they are always “on call” and under the public microscope, so, too, are emerging professionals.”

Because social media profiles allow for us to display our creativity and a sense of individuality to the public, sometimes we lose sight of the benefits that we can receive from utilizing these resources as tools for self promotion.

Jessamyn Katz, director at Heyman Associates, said, “… don’t let your creativity and knowledge of new media overshadow your understanding of traditional media or the overall business. At the end of the day, employers want a ‘business person’ who uses communications/social media as a tool.”

Ron Culp, partner and managing director at Ketchum, said, “…so a page on FB [Facebook] or a Twitter feed is a great way to highlight that you understand the space and can use it to help clients. However, digital media also highlights your personal brand, so if you have inappropriate pictures or language on any of the social media sites, it can damage your chances.”

Social media accounts and any other types of personal Internet sites are meant to display the uniqueness of a person and to connect with friends and family. Those sites should not be abused. Exhibiting pictures of a wild and crazy party last Saturday night is not going to be very appealing to employers. Publishing scandalous pictures or having a friend tag you in such pictures could work against you.

Katz said, “Be careful, though – you can show who you are and demonstrate knowledge of current technology without going overboard.”

Managing your social media profiles is easy if the focus is directed toward responsible management. First, when creating an online account, always remember to engage in the content and continue to be interactive. Allowing your online accounts to remain untouched for long periods of time is careless. Second, by incorporating links to other personal profiles or sites increases awareness and self-promotion. Third, never forget your true purpose of creating online accounts as a tool. Do not manage your sites with recklessness. Always maintain a positive image and watch what others are saying about you.

Not only are employers using Facebook, Twitter and MySpace to uncover information about potential employees, but also they are looking toward LinkedIn and using a general Google search to find any pertinent information Katz said.

By searching through Google, employers can find a broad range of information about a person, including personal Web sites, picture sites, Blogs and Internet portfolios. So why not impress employers and “show ‘em what you got” through online tools like Blogs and/or Internet portfolios?

“A person’s experience (resume) and how they present (and sell) themselves in person, as well as references are more important. That said, more and more employers are doing a quick Google search on candidates to see what might be out there,” said Katz.

Highlighting your accomplishments and exhibiting previous work experience through the Internet are always good ideas. Using the Internet to get to the next step in your career shows resourcefulness and can give you a leg up on the competition in your job field. Inappropriate pictures and information about yourself on your social media accounts do not demonstrate the same work ethic as creating a blog for self promotion of your job-related abilities.

“Those who demonstrate a personal commitment to leadership set their personal brand apart from other candidates,” said Burton.

Leadership in the area of personal brand management on the Internet includes those people that care about their reputation in the working world. Those leaders have more opportunities to flaunt their positive educational or work experiences to potential employers by using social media sites not just for fun, but as a tool to gain an advantage on the competition.

“Just remember, nothing on the Internet is ‘private’ and once it’s out there, it’s usually near impossible to remove.” Katz said, “And, if you do have some dirty laundry that’s easy to find, be prepared to address if it comes up.”

Photo by Niki Gautier

by Jessica Boyd

Many people have compared the current war in Iraq to the Vietnam War. Like Vietnam, the Iraq War is an undeclared war that has grown increasingly unpopular in recent months and has lasted longer than most people expected.

According to the Historian article “Unsell the War: Vietnam and Antiwar Advertising” by Mitchell Hall, the Vietnam War was marked with scandal as the United States military was accused of using propaganda to “sell” the war to the American people. During the war, the Department of Defense fed the national press carefully selected information, oftentimes not representative of the true nature of the conflict. The Army prepared more than two million press releases a year, keeping the American people at arm’s length away from the conflict. Additionally, military television crews would often supplement network news coverage with combat footage that was staged.

In this new millennium, however, the American people are no longer left in the dark when it comes to the Army. The public affairs division of the Army has adopted the phrase, “Maximum disclosure, minimum delay” to describe its public relations philosophy. As a public affairs officer at Red Star Arsenal in Huntsville, Ala., Kim Henry believes it is the Army’s duty to let the taxpayers know where their money is going. She said, “Public affairs officers are the face and voice for the Army because we are the official spokespersons.”

Frederick P. Wellman, a former chief of public relations in Iraq and a retired veteran, agrees. He said, “The military public affairs officer stands between the two worlds of openness and confidentiality and is constantly engaged in the balancing act between their duty to share information and protect their fellow service members.” Wellman admits there is a constant tension between the need to be open with the public and the need to keep our Army’s operations and soldiers safe. In order to maintain this balance between the two worlds, public affairs officers must follow strict guidelines and policies set forth by the government.

As a current public affairs officer for the Army, Henry said her duties are different every day. Public affairs officers must be able to be versatile and adapt well to change as every day brings new responsibilities. These officers must write press releases, handle the media and serve as the conduit between the Army and the American people, as well as a host of other responsibilities.

According to both Wellman and Henry, the main goal of the public affairs division is to inform the public, which is done in several ways. The public affairs division of the Army is broken down into three tenets: media relations, community relations and command information. Media relations involves working with the press to disseminate information, and community relations involves promoting events to raise Army awareness within the national and local community. Command information refers to any communication the public affairs office has with its service members, employees and families of service members.

The public affairs division of the Army continues to progress away from the days of Vietnam to maintain a high level of openness with the public. Its officers still sends press releases to the national press, but the Army has also begun to imbed reporters in the Iraq War, giving the press and American people an in-depth look at our troops. According to Henry, this process allows reporters to be trained and imbedded in different units in Iraq and Afghanistan, giving the reporters a firsthand look at the status of combat situations and the American public an objective view of the conflict.

Perhaps an even more dramatic change in the Army’s public affairs department is the adoption of social media to communicate with the public. Wellman said the Army has even created a new division in the public affairs office, the Online Social Media Division, to oversee the Army and its members’ use of social networking sites, such as Facebook, Twitter and different blogging sites. “This has allowed us a whole new menu of ways to tell our story directly to the public,” Wellman said.

The Army’s social media Web site offers links to official Facebook, Flickr, Twitter and YouTube pages of Army units around the world. The Army regularly posts updates to its own Twitter page, offering the public a chance to connect with the Army and receive updates about its soldiers serving stateside and overseas. Henry said, “Public affairs has done a great job of harnessing social networking for public relations purposes and convincing the national government to use social media.”

However, the Army must still maintain certain boundaries when dealing with social networking sites. Only a few months ago, Army bases were forced to ban their soldiers from using social networking sites to prevent sensitive information from being leaked to the Internet. In June, the Army lifted this ban and now allows soldiers to interact with the American people through social media. However, the Army was initially against the use of social media sites due to the dangers associated with information falling into the enemy’s hands, according to Henry. Now, the Army’s Web site features a blog, and it even includes information on how to replicate the Army’s personal branding for individual Army unit’s Web sites.

The Army has made significant strides since the days of subterfuge during the Vietnam War and continues to live by its motto of communicating quickly and openly with the public. The job of public affairs officers, however, is complicated because they must balance the ability of instant communication with the safety of that communication for the people who serve and the nation they protect. Their efforts have been noted and appreciated as we continue to support our troops.

Photo ed. by Niki Gautier