Welcome!

We're glad you've joined us for Volume III, Issue I, of Platform Online Magazine. This issue explores diverse public relations-related topics, ranging from job search tips and long-term planning to PR in politics. Features in this issue include an interview with PRSSA National President Brandi Boatner imparting a global vision for the PR field. Don't forget to check out our articles covering all facets of social media including Facebook, MySpace and Second Life.

We're now uploading new material several times during the semester, so be sure to return to the site often.

We hope you will not just read and enjoy our newest issue of Platform but also join in with the discussions about each of our articles. Additionally, you can voice your opinions on current PR issues and trends by visiting our blog or by becoming a contributing writer for an upcoming issue.

Thank you to all of our contributing writers featured in Volume III, Issue I, and to the Plank Center for Leadership in Public Relations for your continued support of Platform.

Sincerely,

Platform Online Magazine Editorial Team
Volume III, Issue I

Biographies for Volume III, Issue I (Fall 2008)

Jessica Ayers - Tampa , Florida

Major/Minor: Public Relations/World Business, Russian

Academic Achievements: Recipient of National Merit Scholarship, Recipient of Mel Allen Scholarship, Recipient of The University of Alabama Presidential Scholarship, Kappa Tau Alpha National Communications Honor Society, Golden Key International Honour Society, National Society of Collegiate Scholars, Alpha Lambda Delta National Honorary Society, Phi Eta Sigma National Honorary Society, University of Alabama President’s List, University of Alabama Dean’s List

Jobs & Internships: Middle School Ministry Intern for South Tampa Fellowship

Community Service: Boys & Girls Club of West Alabama Volunteer, Martinview Assisted Living Center Volunteer, Make–A–Wish Foundation Volunteer

Organization Membership: University Stewards: Vice President, Treasurer; Chi Omega Sorority; Public Relations Student Society of America; University Honors Program; SGA Homecoming Committee; Capstone PR Agency; Dateline Alabama; Intramural tennis; Young Women Leaders Program

Meredith Clements - Tallahassee, Florida

Major/Minor: Communication Studies/Public Relations

Academic Achievements: Recipient of the Mercer University Leadership Scholarship, 2004—2005

Jobs & Internships: The Crimson White—Account Executive, 2007—present, Salesperson of the Year Award 2008

Community Service: Boys and Girls Club of Tuscaloosa, Make–A–Wish Foundation, Florida Association of Community Health Centers (FACHC)

Organization Membership: Ad Fed, 2008—present; Chi Omega Sorority, 2004—2008; Chi Omega Cardinal Cabinet member for scholarship

Martha Griffith - Spanish Fort, Alabama

Major/Minor: History, Public Relations/Liberal Arts, Computing Technology

Academic Achievements: University Honors Program, Blount Undergraduate Initiative, College of Arts and Sciences Outstanding Sophomore, President’s Cabinet Scholarship, Supply Store Books Scholarship, Elizabeth Coleman Scholarship, The University of Alabama National Alumni Association’s Academic Walk–On Scholarship, 2007 Theta Link Kappa Alpha Theta Foundation Scholarship, 2008 Joyce Anne Vitelli Memorial Kappa Alpha Theta Foundation Scholarship, The Charles Grayson Summersell Memorial Scholarship Award, President’s List, Dean’s List

Jobs & Internships: Congressman Jo Bonner, Washington, D.C.—Intern, 2008; Bayside Academy College Preparatory School—Summer and seasonal staff, 2005–2007

Community Service: Alabama Girls’ State Counselor, Alabama Association of Collegiate Registrars and Admissions Officers (ALACRAO) State Convention Panel Volunteer, Monster's Making It Count National Student Advisory Council Meeting Collegiate Volunteer

Organization Membership: Capstone Men and Women, Kappa Alpha Theta sorority, Alabama Collegiate Summit Planning Committee, The XXXI, The Anderson Society, Mortar Board National College Senior Honor Society, Blue Key Honor Fraternity, The Omicron Delta Kappa Society, The Order of Omega, Cardinal Key Honor Society, Lambda Sigma National Sophomore Honor Society, The Blackburn Institute, The Other Club, Freshman Forum Government Track, VOTES Coalition Board of Directors, Golden Key International Honour Society

Miranda Harbin - New Hope, Alabama

Major/Minor: Public Relations/ Business

Academic Achievements: Kelly Sisk Memorial Endowed Scholarship, Dean’s List

Jobs & Internships: The University of Alabama Media Relations Student Worker, Fall 2008; College of Education Public Relations Worker, Fall 2008; Capstone Agency, Crossroads Community Center, 2007—2008; Crestwood Medical Center, Summer 2007

Community Service: Habitat for Humanity and American Cancer Society

Organization Membership: Sigma Alpha Lambda, Golden Key, Kappa Tau Alpha (Vice–President), PRSSA

Brandi King - Birmingham, Alabama

Major/Minor: Public Relations/Business Administration

Academic Achievements: UA Academic Scholarship, Magic City Links of Birmingham Scholarship

Jobs & Internships: William E. Winter Reading Room Library Assistant, Bryant–Denny Skybox Team, Tuscaloosa County Park and Recreation Authority Intern

Community Service:

Organization Membership: Sigma Alpha Lambda, National Leadership and Honors Organization

Kristin McDonald - Vestavia Hills, Alabama

Major/Minor: History, Public Relations

Academic Achievements: University Honors Program, John Forney Scholarship, Jefferson County Philip Nichols Scholarship, Lee David and Florence Weinberg Black Scholarship, Phi Eta Sigma Honor Society, Alpha Lambda Delta Honor Society, Golden Key National Honor Society, President’s List, Dean’s List

Jobs & Internships: Relay for Life—Chairman, 2008—2009, Vice President of Team Development, 2007—2008; University of Alabama Career Center Peer Advisor; JH Ranch Summer Staff; Birmingham YMCA worker

Community Service: Camp Smile–A–Mile counselor, Women’s Resource Center Supply Drive Organizer, American Cancer Society Smoke Free Ambassador, Salvation Army Angel Tree Volunteer, Habitat for Humanity Volunteer, Laps for Cystic Fibrosis, Beat Auburn Beat Hunger, Turning Point Item Drive Organizer, Capstone Casino Black Jack Dealer, Hopeline Drive with Verizon Wireless, Trick or Treat at DCH Volunteer, Halloween Carnival Volunteer, Pantene Pro–V Beautiful Lengths

Organization Membership: 20th Order of The XXXI; Colleges Against Cancer—President, 2008; Arts & Sciences Ambassador—President, 2007—2009, Historian, 2006—2007; Alpha Chi Omega—Vice President of Fraternal Relations, 2008—2009; Omicron Delta Kappa Iota Circle; Mortar Board Honor Society; Blue Key National Honor Society; Anderson Society; Order of Omega Greek Honor Society; Cardinal Key Honor Society; Lambda Sigma Honor Society—Selections Chairman, 2006; Phi Alpha Theta History Honor Society; Elliott Society; Capstone Agency; Freshman Forum Community Service Track; Student Alumni Association—Alumni Relations Committee

Molly McPherson - Madison, Alabama

Major/Minor: Public Relations, Political Science/Economics

Academic Achievements: Public Relations Academic Achievement Award for Juniors, Phi Kappa Phi Honor Society, The Decatur Daily Scholarship, Sigma Alpha Lambda Honor Society, Public Relations Academic Achievement Award for Sophomores, Alpha Lambda Delta Honor Society, UA President’s List, Phi Eta Sigma Honor Society, National Society of Collegiate Scholars, UA Dean’s List, The University of Alabama Presidential Scholarship, Guideposts’ National Young Writers’ Contest: Honorable Mention

Jobs & Internships: Congressman Artur Davis: Summer Intern (Birmingham), The Volunteer Center of Madison County: Public Relations Intern, The Capstone Agency: Midtown Village Account, Obama for President: Campaign Volunteer

Community Service: Project NOAH, Habitat for Humanity, VA Medical Center, ?Christian Challenge? Bible Study Awareness in Lansing, Mich., UA Alabama Action, Grand Bay, Ala., Hurricane Rebuilding Efforts, Downtown Rescue Mission (Huntsville, Ala.), Morningside Assisted Living Center

Organization Membership: Baptist Campus Ministries’ Leadership: Communications Team, Carl A. Elliott Society: Communications Chair, Apwonjo, First Connection, Hopewell Baptist Church Choir, International Relations Club, PRSSA, UA College Democrats, Honors Program Student Association (President 2007), Lambda Sigma: Public Relations Committee Chair, CCSO Outreach Team, Bama Bikes Initiative: Public Relations Coordinator, Freshman Forum: Public Policy Team: Secretary/Treasurer

Stephanie Summer - Madison, Alabama

Major/Minor: Public Relations/ English

Academic Achievements: Financial Aid Academic Scholarship 2005-2006, Academic Cmpt Grant 2006-2007, Knight Foundation Scholarship 2007-2008

Jobs & Internships: Creative Campus Assembly Intern; Missing Ink—contributing writer and photographer; Band–It Magazine—public relations practitioner, editor and contributing writer

Community Service: Awana Kids Club Leader, Hurricane Katrina Missionary 2006

Organization Membership: Public Relations Student Society of America, Creative Campus Assembly, Calvary Baptist Church, Church of the Highlands

Jacob Summers - Northport, Alabama

Major/Minor: Public Relations/General Business

Academic Achievements: University of Alabama Presidential Scholarship, University Honors Program, Mallet Men’s Honors Assembly

Jobs & Internships: Sonic Drive–In—Crew Leader, Avanti Orientation Team 2005, Avanti Orientation Team 2006, The Crimson White—Reporter, The Corolla—Reporter, WVUA–TV—Intern, WVUA–FM—Intern, Bryant–Denny—Construction Worker, HRC—Residential Advisor, HRC—Student Desk Worker, Ferguson Center—Tech Support, SGA Presidential Campaign Manager 2008, Intermark Group—Public Relations Intern

Community Service: Community Service Center—Environmental Advocate, Black Warrior Riverkeeper Alliance—Campus Liaison, Friends of Hurricane Creek, Big Brother/Big Sister, Baptist Campus Ministries Community Out–Reach, Habitat for Humanity, Carl A. Elliot Honor Society

Organization Membership: FATE, HPSA, C&IS Student Executive Council, Air Force ROTC, Silver Wings, Alabama Yell Crew, Alabama Information Management Society, RHA

Whitney Taylor - Moores Hill, Indiana

Major/Minor: Public Relations/German

Academic Achievements: Dean’s List, Southeastern Conference Academic Honor Roll, Mercedes–Benz German–Business Scholarship

Jobs & Internships: The Alabama Blues Project Public Relations Intern, Birmingham Museum of Art Events Intern, Ulta Beauty (Tuscaloosa, Ala.)

Community Service: Relay for Life, Turning Point, Salvation Army Angel Tree, HopeLine Drive for Verizon Wireless, University Athletes Community Trick–or–Treat

Organization Membership: Alabama Women’s Cross Country and Track & Field Teams, Alpha Chi Omega Sorority, Kappa Tau Alpha Mass Communications Honor Society, Delta Phi Alpha German Honor Society, Phi Eta Sigma Honor Society

by Meredith Clements

Deciding whether to pursue a master’s degree or enter the PR field may be a simple one for some, but to others, the sense of confusion and internal turmoil is overwhelming.

In this article, I present both PR paths by dissecting the decision-making process and its aftermath. An interview with Courtney Wilborn, business specialist for PPT Solutions, provides a further examination of the M.A. route and its effects on her career.

The basis of the decision
In the highly competitive global market we live and work in, it is necessary that you, as a PR professional, are experienced with current topics and trends. The key to PR practitioner success is communication and information. If you gained these traits and understand the ongoing process through your classes and internships, then you may choose the immediate work path. If you feel you have more to study and want to explore PR practices in depth, then a master’s degree could be your best fit.

The relationship between clients and consumers is excitingly complex. So complex, that it is something to be studied and something to experience first-hand.

Which to choose? There is no right or wrong, simply a personal decision that will customize your future in public relations. So let’s jump on in and soak up the informative subject of master’s degree program vs. going straight into PR practice.

Getting an M.A. in PR
There are two options under this category. You may take part in a two-year thesis program or choose a one-year professional program. The main difference of the options is the length and the focus.

The two-year program allows the student to concentrate her focus on either public relations or advertising, and the one-year degree blends the two. Courtney Wilborn, business specialist for PPT Solutions, a graduate of the University of Alabama, chose to get her master’s degree before beginning her career.

During my interview with Wilborn, I found out how planning and academic drive got her where she is today. Wilborn decided at an early age to put herself on a public relations fast track. After receiving her bachelor’s degree, Wilborn chose to pursue the one-year master’s program.

“With each class, I learned to write concisely, and I mastered the art of ‘show don’t tell.’ I sharpened my ability to think strategically.”

The job world is competitive. Being well qualified and prepared places you ahead of the masses. Getting a master’s displays your commitment to the PR field in that you are willing to further explore theory and persuasion in order to become a skilled contributor.

The decision is made, but how do I get in?
Requirements for admission vary depending on the institution you wish to attend. Private schools may include certain items such as a writing sample or an extra reference, yet many state schools have a standard set of requirements.

This includes an application along with a small fee and three letters of recommendation (they prefer these to be written by past professors, but if you have a boss from you job or the head of an organization you volunteered for, feel free to make this one of the letters). It is best to choose people you are confident in and with whom you have a close academic relationship.

The next requirement is a letter of intent. It is best to include your career goals and why you would like to attend graduate school. It is helpful to incorporate certain aspects unique to the institution. This shows that you have taken the time to research their program.

Now that the paperwork is done, it’s time to hit the books. The GRE (graduate records exam) is a standard test that every applicant must take in order to gain admittance. Brush up on your vocabulary, reading comprehension and mathematics, and the exam should go smoothly.

Going straight into the field
So you decided to go for it – look out real world, here you come. For some of us, getting a job straight from college is an opportunity for a fist-hand “learn as you go” experience. Others hit the ground running, and do not look back. Many are able to do so through internships.

Courtney Wilborn opted to build her resume with on campus involvement. Creating press releases, media kits or SWOT analysis in and outside the classroom will not only impress potential employers, it will aid you in the future.

Now, it is time for the blunt, undeniable breakdown. School takes time and costs money. Money is rather difficult to come about. Loans take time to pay off – time you could have spent working in the first place. Who can deny this? Some argue that the end result is worth the financial turmoil, yet to many, it is simply not worth it.

In the fast-paced, global society we reside (and hopefully will work) in, interviews may be conducted via e-mail or phone. Through an intense examination of company Web sites, a Google search of the interviewer, lists of potential questions and brainstorming possible pitches, you could land your dream job.

The more realistic mentality of beginning a career at an early age can be advantageous due to diligence. The respect for the concept of working your way up goes a long way in the workforce. If you can take direction, learn quickly and demonstrate talent, it is likely that you could be in the same position the Masters student is once he/she enters the field.

The decision is made, but which organization to work for?
After perfecting your resume, you are confident in your job candidacy and ready to begin. But where do you send your resume?

In today’s economy, our society has developed the “lucky to have a job” mentality. Generations before us shared this viewpoint. For a while, however, we had broken away from the corporate ruling and placed importance on family and work environment. There is no harm in simply being happy for what you have, yet it is important to find a job you enjoy.

The luxury of a strong economy may not be around the corner, but entering the work force doing something you despise may be detrimental in the long run. So, before you find yourself taking pre-planned pictures following your commencement ceremony, do a little research.

Organizational environments and requirements vary depending on the job. For example, working within a major marketing firm can differ from a small, nonprofit job in that you may be in a large group divided into teams rather than a small team consisting of a few co-workers. Big businesses have thicker budgets, yet a small business may allow you to have more control on the spending.

Courtney Wilborn began her job at PPT Solutions one week after finishing school and has remained a satisfied employee ever since. Entering the field through a positive work experience is valuable when forming your future career goals. Through our communication, it is clear that she and PPT Solutions share a mutual respect.

Which path fits my needs?
No two resumes are alike. Similarly, no two bosses are the same. Potential bosses’ opinions on the master’s vs. straight into field subject vary just as much as an perplexed college student’s view.

Getting a master’s vs. immediate field work varies among individuals, yet no matter which path you choose, there is a common trait that potential bosses agree upon and look for: eagerness.

If you are continuing with school, you ought to be passionate about furthering your education. Wilborn spoke of her academic passion during her studies. She found the amount of theoretical study was intriguing.

After Wilborn was hired, her boss told her he was not too keen on the idea of hiring someone with little experience. However, it was her early-age drive and eagerness that convinced him of her qualifications.

If you are entering the job world, then do so with enthusiasm. Research all types of organizations, and decide where your PR abilities should be utilized. Internships and part-time jobs are a productive way to stretch your sea legs in this large, ever changing marketplace.

The question posed in the heading of this section cannot be answered by anyone but the individual doing the asking. There is no debate, only a decision that varies between individuals. It is up to us, as public relations students, to plan our personal career paths. Once customized, your PR path will prove successful following your commitment to eagerness and drive. In this discussion of master’s vs. immediate work, there is no better direction; each route demonstrates a contribution to the public relations field.

Sources:
www.gradschools.com/Subject/Advertising-and-Public-Relations/8.html
www.apr.ua.edu
www.pptsinc.com

by Jessica Ayers

Nike entered the new millennium with a brand portfolio that any company would envy and spokespersons of the likes of Michael Jordan, Lance Armstrong, Roger Federer and others who, in 2000, were at the top of their game or climbing to the height of their legendary status.

Having dealt with corporate responsibility issues in the previous decade and continuing to enforce high labor standards and increased monitoring, Nike could go nowhere but up. And the company reached for the stars. Literally.

Phil Knight told the world on CNBC’s special “Inside Nike” that he doesn’t “believe in advertising.” On that foundation, Nike has implemented campaigns throughout the company’s history that combine public relations, marketing and advertising. However, per Knight’s request, “it doesn’t look like advertising” (Inside Nike).

The cornerstones of these campaigns have been Nike’s athlete brand ambassadors. The following are two of the campaigns that have set Nike apart since 2000.

"Become Legendary"
Legendary is one of the only words that can be used to describe basketball great Michael Jordan. Nike launched the “Become Legendary” campaign in January 2008 to coincide with the release of the Air Jordan XX3 in the same year.

The campaign features a series of television ads airing for the first time during significant professional sporting events. The ads were called “It’s Not About the Shoes,” “Look Me In the Eyes,” “Clocktower,” and “Maybe It Was My Fault.”

According to a Nike press release, “‘BECOME LEGENDARY’ is intended to inspire consumers to exceed expectations, challenge conventional views of sportsmanship and explain that greatness is attainable. Using evocative imagery, the ad campaign animates the Jordan Brand core truths - Authentic, Uncompromised, Earned, and Inspirational - which speak directly to the brand pillars derived by Michael Jordan's personal values and philosophy for success” (“Jordan Brand Unveils ‘BECOME LEGENDARY’ New Brand Campaign in Celebration of Air Jordan Legacy”).

"Let Me Play" and support for female athletes
Nike published the original “Let Me Play” ad in 1995, publicizing the benefits of organized sports for women and girls. In 2007, Nike responded to Don Imus’s derogatory comments regarding Rutgers’ female basketball players by launching a campaign touting the accomplishments of famous female athletes like Serena Williams and Mia Hamm, among others.

To prove the company’s commitment to the advancement of female athletes, Nike started the Let Me Play Fund with $425,000 to issue grants for equipment and uniforms for girls’ sports teams (Howard).

"Nike+"
"Nike+" is less of a campaign and more of a technology meant to create a new lifestyle for consumers, or simply make it easier. Nike+ technology includes a chip inserted into Nike+ running shoes that communicates with the runner’s iPod or Nike+ SportBand, tracking mileage, pace and other training variables important to serious athletes and fun for casual athletes. The data can then be uploaded to the Nike+ Web site. Here comes the fun part.

The Nike+ Web site is a social network that allows users to log their workout information and share it with other users, as well as setting goals while connecting with an online network of cheerleaders. Empowered with a means of tracking progress and maintaining accountability, consumers interact with Nike on a regular basis.

Nike used this technology to put on the Nike Human Race 10k on Aug. 31, 2008, holding 10k races in 25 cities, but allowing anyone to register and log their run on the Nike+ Web site.

The message
Of course Nike is in the business of selling products and making money, but the message in each campaign is meant to empower the consumer. By empowering the consumer, Nike builds an undeniably positive relationship with its number one public.

The timing
The planning of the release of each campaign has been impeccable. Whether honoring the accomplishments of a world-renowned athlete, responding to a negative situation in the public eye or capitalizing on the growth of social media, Nike has been able to key into what people were already thinking about, making the message more effective.

The consumer-orientation
Nike knows its audience. The company’s message is effective because it builds effective relationships with its consumers. Consumers identify a message that inspires them to respond to or act on an issue already on their radar, and Nike garners instant interaction with the public, whether a sale is made or not. Once the relationship is built, a sale is probably inevitable.

Nike is the relationship king of the corporate world, and the rest of the decade should bring more good PR out of Beaverton, Ore.


Sources:

Howard, Theresa. "Nike Serves Up New Ads Supporting Women." USA Today 27 Aug. 2007. Money. 8 Dec. 2008 <http://www.usatoday.com/money/advertising/adtrack/2007-08-26-ad-track-williams_N.htm>.

“Inside Nike”. CNBC. <http://insidenike.cnbc.com>.

“Jordan Brand Unveils ‘BECOME LEGENDARY’ New Brand Campaign in Celebration of Air Jordan Legacy”. All Business. 8 Jan. 2008. 8 Dec. 2008. <http://www.allbusiness.com/marketing-advertising/marketing-techniques/6598934-1.html>

Nike.com

by Whitney Taylor

The PR world is changing at the speed of light, and with these new changes come new priorities. Now, in addition to writing news releases, organizing press conferences, creating innovative PR campaigns, blogging, “tweeting” on Twitter, dealing with crisis management and maintaining brand image, add something else to the to-do list (as if it was not long enough, already). PR practitioners, put on a pot of 100 percent organic Fair Trade coffee and take some notes with your eco-friendly pen made of 65 percent corn — it’s time to go green.

Every PR client has its reasons for going green. Some choose to respect the environment by necessity, some for the sake of being trendy and, for others, it has always been an integral part of their corporate culture. Regardless of the reason, many PR professionals are now being presented with the daunting task of not only maintaining a reputable brand image, but an eco-friendly one, as well.

“Ecomagination”
General Electric has led the world with ground-breaking ideas. From Thomas Edison’s (GE’s founder) invention of the light bulb to the development of the first X-ray machine, GE has been considered a leader in inventions and technological breakthroughs. However, in recent years, environmentalists would argue otherwise, which led to the creation of GE’s multi-million dollar PR campaign, “Ecomagination.”

This eco-friendly campaign largely stemmed from what Forbes magazine describes as GE’s largest sin: “legally dumping 1.3 million pounds of polychlorinated biphenyls into the Hudson River over several decades, until these chemicals were banned in 1977.”

According to GE’s Ecomagination Web site, GE’s goals are to now “meet customer demand for more energy-efficient products” and “invest in innovative solutions to environmental challenges.” These goals, among many, include the cleanup of the Hudson River, the creation of a line of Ecomagination products for the home and the development of eco-friendly products focusing upon water, transportation, lighting and energy. Since 2006, GE has sold more than $12 billion of Ecomagination products with a goal to reach $25 billion in revenue by 2010.

On “Target” with the trends
The mass retailer Target has invested millions of dollars to create the latest trends at an affordable price. In the past, this has included teaming up with top designers, such as Isaac Mizrahi and Cynthia Rowley, to create low-cost designs for less. It comes as no surprise that Target jumped on the green bandwagon, as well, by partnering up with eco-fashion designer Rogan Gregory to create an eco-collection of environmentally friendly pieces made from organic cotton. In addition, Target has teamed up with Together.com, which works with big businesses and the government to help solve climate change, to create green products for the home that will reduce one’s carbon footprint.

The “Whole” package
While many companies have developed green campaigns to refine brand image or attract additional target audiences, some companies were founded with environmentally friendly goals from the start.

Whole Foods, the world’s leader in natural and organic foods and America’s first national certified organic grocer, made a “commitment to sustainable agriculture” from the get-go by selling food only in its purest state and pledging to employ people passionate about food and the planet. Whole Foods sells local farmers’ produce, sets food quality standards and educates its customers about food safety and trends through Web site features, podcasts and blogs.

And although Whole Foods is maintaining a “natural” image, it is doing so at a high price. While many companies, such as Target and GE, feature a certain line of products or just one eco-friendly collection, everything in Whole Foods stores is completely natural and in its most pure state. Instead of it being a green PR campaign, it’s a way of life.

However, while its desire for excellence is impressive, Whole Foods’ PR battles lie in trying to attract customers to spend in its stores, especially during an economic crisis. According to The New York Times, Whole Foods’ stock has dropped more than 70 percent since its peak in 2006. While Whole Foods promotes green lifestyles with ease, the real PR challenge is convincing customers that Whole Foods is both eco-friendly and economically friendly.

Despite tough economic times, customers, companies and PR practitioners alike are recognizing the advantages to going green. Eco-friendly PR campaigns are more than just promoting shampoo bars made from yucca root or reducing carbon emissions. They are about educating the public about protecting the environment and promoting healthier lifestyles. Eco-friendly views challenge PR professionals daily and have become not only brand image boosters, but, in many cases, a requirement.

Additional Sources:
http://www.treehugger.com/files/2007/10/mirel.php

by Molly McPherson

The world is smaller now as War of the Worlds becomes war of the Web. Social media has created a "media of the masses," where everyone has the power to make and be the news on a daily basis. With more than 13 to 14 million active blogs (according to BusinessWeek), everyone is more accessible as people all over the world voice their thoughts and opinions to the global audience. The Web is proving to be the final frontier for fields related to communication, such as advertising, telecommunication and, of course, public relations. Who’s keeping up with the trend? What is the effect on public relations? How can you get involved?

Politics & product placement

Social media’s pervasion of society has yielded social media success to groups involved in varying fields, from politics to products.

In the political arena, this past election brought the world into the social media century as candidates used this new media to get their message out. Barack Obama rocked this trend by using Twitter, YouTube, blogs and even Facebook and MySpace to talk to constituents over video, find their concerns with the contacts on networks and send out his message of change by using the changing media trend.

While other candidates like McCain fell behind in social media, other lesser known candidates like Ron Paul used social media as well to get the best coverage for smallest cost. Paul used YouTube and other media to get his message out, but his use of social media took a different approach. Liberty Political Advertising kept Ron Paul on YouTube, Google and blogs by creating the Ron Paul Blimp Web site, where people could donate to keep his message flying. One testimonial from a constituent proves the effect of social media:

"Wow, when I saw the blimp I thought "Ron Who?" I decided I needed to take the advice on the blimp and look him up on Google. So far I am totally amazed. This appears to be the candidate I was waiting for all my life, and a blimp told me about it," Kristen Henders, a constituent from Maryland said.

The Web has created a new breed of gatekeepers as people read more blogs, so many public relations, marketing and advertising campaigns cater to influential bloggers instead of worrying with costly commercials or press releases that may or may not be used.

For instance, Pepsi’s new design was part of a campaign where the company sent boxes of empty Pepsi cans with older designs and full Pepsi cans with the new design to the top 25 most influential social media users. This campaign was cheap as Pepsi only paid for the cans and postage and got back huge response as the bloggers discussed the new design on their sites, getting instant customer feedback and product buzz.

Social media & the PR process

For the field of public relations, the four-step process of public relations has been updated to include social media to help in public relations campaigns. Social media enables public relations to communicate with accessible priority publics, manage a company’s image, effectively manage crises and more on a much broader scale! Here’s a look at social media’s modification of the four-step public relations process to a practitioner:

1. Research
-Read blogs related to your priority publics to know their thoughts and opinions.
-Establish relationships with leaders in your publics’ fields by commenting on blogs, tweeting with them on Twitter and following their online identity.

2. Planning
-Look at your company’s online image through its Web site and check the information’s timeliness.
-Create ways for people to interact with your company online through Twitter, YouTube and social networks and manage these accounts to let your publics know they can reach you.
-Consistently follow blogs of influential social media users so you have a personal connection if you want to do a social media release with their help.

3. Implementation
-Create a social media release or Twitpitch to influential social media users.
-Let your publics know of your new campaign from your different accounts and be accessible and responsive for their feedback.

4. Evaluation
-Conduct online surveys that are easier for your publics to respond to.
-React quickly when they respond; Immediate feedback is a blessing and a curse, so be prepared.

Tips of the trade

Social media provides great opportunity to public relations practitioners as everyone is on the World Wide Web. The best thing for people to do to keep up is get involved and test it for themselves. Read blogs, Twitter feeds and online magazines and newspapers to keep up with the latest information on the Internet for the news and for social media tips. Attend Webinars or Web conferences about social media to help with any gray areas. Learn from the best by looking at how top companies are using social media. Finally, get out there and create your own online identity on Twitter and blog sites to become a part of the social media century for yourself.

For a more in-depth perspective of social media's impact on the practice of public relations and specific tools, be sure to read "Social Media in Our Changing World: The Tools."

by Martha Griffith

Viral, a history
Merriam-Webster still defines "viral" the same way it has since the word appeared in its dictionary in 1937. It is an adjective meaning "of, relating to, or caused by a virus as in a viral infection." Even the Oxford English Dictionary (the world of definitions and usage histories that word lovers think of when they think of heaven) has only a draft addition from September 2006, for the adjective "viral" describing it as "Chiefly Marketing. Of, designating, or involving the rapid spread of information (esp. about a product or service) amongst customers by word of mouth, e-mail, etc. to go viral: to propagate in such a manner; to (be) spread widely and rapidly."

The OED tells us that the earliest recorded use of this new definition of viral was in September 1989, appearing in PC User magazine. It was not until 1998 when the Washington Post used the "viral campaigns" term to refer to tactics in which the consumer becomes the transmitter. Since then it has exploded. Viral is for many marketing, advertising and public relations strategies the ultimate goal.

A firm's perspective
To find out more about a firm's perspective on "going viral," I asked Edelman Senior Account Executive Jennifer Hudson and Digital Vice President Dave Coustan, both of the Atlanta office, for their thoughts.

"We often describe 'viral' as an outcome and not a strategy," Coustan and Hudson said. It is important to make sure "a piece of media is as easy as possible to share, remix and experience in multiple contexts." But even with all this, there is no guarantee that information will actually be shared. It is up to each individual receiver to decide if it is "useful, entertaining or enlightening" enough to pass on.

Interdisciplinary medium with an opportunity for PR
Because of its rapid development and power to encompass several disciplines, viral is not just a marketing term, an advertising term or even a public relations term. Viral refers to them all, serving to further confuse those who cannot separate the fields in the first place. But for practitioners of all, it can give a unique opportunity for collaboration on a larger goal that can be set up through a holistic PR campaign.

Coustan and Hudson emphasized the importance of looking at communications as a whole, making sure each element works together with the others and fits within the larger strategy saying, "Public engagement is by nature interdisciplinary."

In his blog, Richard Edelman shared advice from Jeff Levick, vice president of industry development and marketing, Americas for Google. Number one on the list was that "Nowadays companies could care less about which firm (PR versus advertising versus direct) provides what function — whichever has the idea and ability to execute can get the order. This is a real opportunity for PR firms."

Showing that all ideas, including viral, are anyone's game should motivate public relations practitioners to utilize it more when appropriate, educators to incorporate it into their curriculum and students to take the initiative to learn more about it in order to make themselves more marketable upon graduation.

Public relations is about two-way communication, and viral campaign elements are just another way to engage audiences, Coustan and Hudson say.

Viral knowledge and personal marketability

Becoming familiar with social media tools that can be utilized in viral campaign elements is beneficial when interviewing with companies, Coustan and Hudson noted. You don't have to utilize all of them, however; just be sure to know about them.

Sources:

Dave Coustan (dave.coustan@edelman.com), Digital Vice-President, Edelman Atlanta

Jennifer Hudson (Jennifer.Hudson@edelman.com), Senior Account Executive, Edelman Atlanta

by Stephanie Summer

Weddings, birthday parties, formal dinners — planning events such as these does not even begin to describe a public relations job. Although many people think event planning is public relations, it is not. Planning an event is only one part of the job and the key is that it is part of a much bigger plan.

The campaign begins
In the world of PR, the campaign is implemented after a long amount of time is spent on research of an organization and its surroundings. The campaign contains the steps for the intended outcome, such as increasing awareness of an organization or its product.

In an article about public relations, “It’s not just party planning,” writer Jean M. McLean says it “is steeped in analytical thought.” She also concludes from University of Alabama associate professor and director of the Plank Center for Leadership in Public Relations Dr. Karla Gower that “PR practitioners research organizations’ internal and external publics, clarify communication objectives and set communication strategies for each group they serve within the organization and without.”

Event planning is an effective way to use promotion, but it takes more than sending invitations, hanging up fliers, booking a location and budgeting. While all these aspects are part of an event, the main purpose of it has to be strategically brainstormed because it’s not about simply “throwing a party.”

In an online article, “All About Public Relations,” Pari Noskin Taichert discusses her PR role in a Art-Dessert Night event for her daughter’s school. Taichert points out some important PR parts of planning the event: defining the goal, audience and media. She also discusses partnership, which creates a collaborative event that can develop positive, long-term relationships.

No stranger to collaborative events, Dr. Hank Lazer, University of Alabama associate provost for academic affairs and executive director of the Creative Campus Initiative (an organization at UA that sponsors cultural art events) said, “Creative Campus tries to take a comprehensive, fresh approach by seeking creative ways to break out of the customary ways to present an event. It may mean seeking links and partnerships with various groups or departments on and off campus or linking the event to social activities.”

Creative Campus puts emphasis on the fact that it does not simply plan events, it encourages its employees and participants to take part in a bigger plan. Lazer said, “It may also mean thinking about ways of gathering assessment data for future projects.” The initiative is to continue to connect students to the cultural arts, not to plan events.

The PR aspect takes additional steps

- After completing a situation analysis, professionals focus on the purpose of the event according to the intended outcome of the campaign.
- Keeping the purpose in mind, they think about the target audience.
- Collaboration with other organizations is helpful depending on the type of event.
- The image of the overall outcome must be presented in the event itself: type of location and space, entertainment, flier or invitation, food and beverage, lighting and sound equipment (not a theme necessarily, but a way to engage the audience).
- After everything is planned, the event itself must be promoted.
- Use of social media: twitter, facebook, e-mail and blogs
- Personal calls or e-mails are good for select contacts.
- When using media, PR professionals keep in mind why this event will be beneficial for the organization and the target audience.
- Surveys or questionnaires are important uses for feedback because the event’s success must be measured.

The purpose of the event versus the planner
Now, most people could perform the tasks above, but does a person without PR skills know what a situation analysis consists of and the additional steps to take after the event has taken place? The purpose of an event must not only be implemented during the planning, but considered afterward as well. Public relations takes the additional steps because the overall plan is different than the plan for an event, such as a wedding.

Event planning is sometimes offered as a degree or course in college. In 2006, UA offered an interim term class on wedding planning. The students learned about the decision-making and problem-solving process utilized to design and execute a wedding event.

Courses in public relations do not contain event planning. The creative brainstorming and problem-solving techniques are applied to a different matter, rather than the event itself. It takes the basic event planning by storm and gives it a purpose rather than simply putting on a successful event. Of course, the key is to be successful, but one must also focus on what that success will bring to the organization and the long-term effects of the campaign.

PR uses events to connect communities in hopes to build relationships with the target audience. It is more than just getting a lot of people to come to an event. There are also surveys that must be done, not only according to the number of attendance, but also their thoughts on the purpose of the event.

The understatement of the century
Public relations is event planning. This statement is certainly not true. If public relations is event planning, why is event planning offered as a separate course or degree at some colleges?

Wedding and party planners have a completely different outlook on events compared to PR professionals. Simply stated, event planners focus on the basic steps and the short-term effects of one event, while public relations focuses on the outcome of the event according to the purpose of the campaign and its long-term effects on its internal and external audiences.

Eiler Communications’ Web site shows a chart of the parts of public relations with the headers “positioning,” “professional writing,” “media relations,” “corporate communication” and “periodic events.” Event planning is the last category under periodic events, which indicates it is only one part of a big process.

The Plank Center describes the education of a University of Alabama public relations student: “the core curriculum for undergraduate majors includes courses in mass communication, communication research, news reporting and editing, strategic writing, visual design, management, and media and campaign planning, among others.” Event planning does not have prominence in the study of public relations … it is only a small part of it.

by Kristin McDonald

Your job shouldn’t feel like work; it should be fun and rewarding. So before you begin the job search process, you should know what you want. The field of public relations offers a variety of jobs in three basic institutions: corporations, agencies and nonprofit organizations. Each of these three areas appeals to different types of people with diverse personalities, preferences and range of interests. Each area is individualistic. All three types of public relations connect under the umbrella of reputation management and communication, but each type has its own persona, requirements and goals. While the end result is the same — getting a job in the PR field — the means to which the end is achieved can vary based on where you work.

In the process of learning the basics of public relations practice throughout your education, you also learn about the job search process. While the article “Finding a Job 101” discusses practical tips for finding a job, this article can help you find a job that you love and that fits your personality best. Public relations offers its professionals unlimited opportunities to apply their skills and personalities to their job, so take advantage of the variety this field offers and find a job that fits you.

I gathered the following information from André Taylor and Stephen Bradley while attending the Agency vs. Corporate vs. Nonprofit session at The University of Alabama's PR Day on Nov. 6, 2008.

Corporate Public Relations

Structure embodies this type of public relations. In corporate PR, professionals are usually responsible for one or two specific tasks. For example, your job might specifically entail working on the company newsletter. Expectations would be clearly defined and, typically, there would be no surprises. Corporate PR is also considered the best paid public relations position. Entry-level jobs are estimated to earn between $27,000-$35,000.

One of the disadvantages to working within a company's public relations department is lack of variety. Your client will always be the company, and your responsibility will always be promoting the company. Also, freedom in decision-making can be stifled in corporate PR. Decisions must be made that benefit not only the company, but also take into account the opinion of your boss and his boss. Everyone is not always as savvy in public relations as you are, and their decisions will not always be in the best interest of the company and its image. However, in order to keep your job, you must learn to compromise between their opinions and your own.

Agency Public Relations

Working within an agency is very different and more complex than working within a corporation. Agency PR is often associated with issues management. This type of public relations can work with government and politics to persuade a person for or against taking an action to help the client. An agency's focus is on serving the client and providing any kind of service necessary to help the client. The kinds of projects and work involved with agencies will vary day to day based on the current clients and their needs. The agency is continually changing to better serve the client and working efficiently to keep the client satisfied.

One difficult aspect for agencies is maintaining clientele. Constant turnover characterizes agencies. An agency is always gaining new clients with new problems and losing old clients after their work is complete. And unlike in corporate and nonprofit PR, finding clients is up to the agency itself.

Nonprofit Public Relations

The award for most challenging and smallest budget goes to nonprofit public relations jobs. In this job, professionals must get creative with ways to effectively and cost-efficiently promote their organizations. Usually, the public relations department for a nonprofit organization is very small; therefore, everyone is involved in all aspects of the communication plan. When taking a job in the nonprofit sector, be prepared to work in a variety of areas including advertising, event planning, marketing, design and writing.

Public relations professionals working with nonprofits will most likely be paid less than both corporate and agency public relations professionals. However, most people in nonprofit PR are passionate about the cause their organization supports and are able to see the tangible results of their work.

Get Ahead

After you work hard to find the job you love, remember to work hard to get that job. Employers seeks employees with sharp verbal and writing skills, so make sure to keep learning and improving. Your portfolio demonstrates your abilities, so always keep it updated with your best work. Get to know the business you are working for and start learning how your target audience views your company. And always be conscious that as a representative of a company, your reputation affects its reputation. And lastly, take leadership opportunities when they come your way. The employee who comes to work a little earlier, leaves a little later and works a little harder will make the best impression.

Choose wisely when deciding where to take a job. Just because most job titles include the words "public relations" or "communications" doesn't mean each job includes the same type of work or environment. Pick a public relations job that will allow you become the person you want to be instead of letting a job determine who you will become. If you find a job that you love, your job will no longer be work; it will be fun.

Sources
André Taylor, VP (ret.) of Communications, Alabama Gas Corporation
Stephen Bradley, President, Stephen Bradley & Associates LLC