Welcome!

Thank you for joining us for Volume IV, Issue I, of Platform Online Magazine. We are proud to continue Platform's diverse range of public relations topics by contributing articles and blog posts relevant to matters facing our industry and society today. Features in this issue include higher education public relations, environmental public relations, experience versus non-experience in management, shock tactics in the industry and the importance of correct grammar in our field.

In today’s world, economic security is unpredictable, technology is evolving and trends are ever changing. We strive to create a publication that is timely and firm in its ethical practices that positively promote public relations. New material is uploaded regularly, so please be sure to return to the site to see our latest articles and blog posts.

Our hope is that you will not only read our articles and blog posts, but also participate in discussions and take advantage of our social media links to Facebook, Twitter and PROpenMic. Your participation will lend new ideas to Platform writers and readers. We also invite you to become a contributing writer for an upcoming issue and to subscribe to Platform by submitting your e-mail address on our home page.

Thank you to all of our contributing writers featured in Volume IV, 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 IV, Issue I

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

by Meg Watson

Three little letters behind a PR professional’s name can make a big difference in that person’s career. Most people are familiar with some professional credentials, such as CPA, MBA, Ph.D., and M.D. However, many PR students and young professionals are unaware of an important credential in their own field—the Accredited in Public Relations (APR) credential.

What is APR accreditation?

The APR accreditation program is the only post-graduate certification program in the PR industry. According to the PRSA Web site, the program “measures a public relations practitioner’s fundamental knowledge of communications theory and its application; establishes advanced capabilities in research, strategic planning, implementation and evaluation; and demonstrates a commitment to professional excellence and ethical conduct.”

The accreditation process is completely voluntary and is administered by the Universal Accreditation Board (UAB).

How do professionals obtain the APR credential?

The UAB recommends a minimum of five years’ experience practicing or teaching public relations for candidates who wish to pursue accreditation. In order to begin the accreditation process, a professional must first complete an application. Once accepted, a candidate assembles a portfolio reflecting experience gained throughout her career. The candidate then presents the portfolio to several panelists in a Readiness Review, which is similar to an oral exam.

After the presentation, the panel makes a recommendation to the Universal Accreditation Board to advance or not advance the candidate through the Readiness Review. If advanced, the candidate may then sit for the accreditation exam. If accredited, professionals must earn a certain number of points every three years in order to maintain accreditation.

What is the value of APR accreditation?

Felicia Blow, 2009 chair of UAB, explained the value of the APR designation. “Having the APR credential is an indication of lifelong learning,” Blow said. “It is a well-known credential within the PR community that sets apart those PR practitioners who have it.”

Unlike accountants or attorneys, PR practitioners are not required to pass a post-graduate certification test to practice the profession. There are no set standards practitioners must meet in order to continue working in the industry, and no license that can be revoked for unethical practice. Thus, the PR industry is often misunderstood, criticized and stereotyped. Meg Lamme, Ph.D., APR believes accreditation helps resolve this issue.

“Accreditation helps to establish professional standards in a way that licensed professions are able to do,” Lamme said. “The idea of it is to raise the bar on the practice. Having your APR designation is good for the field of practice and good for you as a practitioner.”

Lamme, like many other professionals in the PR industry, believes the APR accreditation lends credibility to PR practitioners, and to the industry itself, by demonstrating the dedication, knowledge and skills of those who hold the APR mark.

Holly Lollar, president of The Lollar Group, believes this credibility also leads to increased job security. “During periods of layoffs, it is the accredited PR practitioners companies are going to keep,” Lollar said. “That designation carries a lot of weight, and makes the company as a whole look better.”

Lollar earned her APR accreditation earlier this year and recently started her self-titled business, The Lollar Group. “It has been a tremendous asset to have my APR,” Lollar said. “I could not have gone out on my own without it.”

Studies show that APR accreditation leads to a higher salary as well. _PRWeek_’s “Salary Survey 2005” revealed that accredited PR practitioners earned an average salary of $102,031 in that year, as opposed to $85,272 for unaccredited practitioners.

The Public Relations Society of America (PRSA) emphasizes the importance of accreditation by requiring that all national officers and board members be accredited. This requirement recently sparked a debate after the PRSA Assembly voted down a recommendation to eliminate the APR requirement for national leadership positions. Art Stevens blasted PRSA’s decision to keep the APR requirement in an article in the Daily Dog.

Stevens argues that APR accreditation is not universally embraced by members of the profession, and there is evidence to support his claim. According to prsa.org, only about 5,000 professionals hold the APR designation, although PRSA has approximately 21,000 members.

In a poll on twtpoll.com, 52 percent of voters responded they were accredited and believed earning accreditation was worth the effort. In the same poll, only two percent of respondents indicated they were APR accredited but did not feel that the process was worth the effort.

Regardless of stance on the PRSA accreditation requirement debate, it is evident APR accreditation has tremendous value in the PR industry. Those three letters behind a professional’s name represent dedication to the industry and appreciation of lifelong learning, and can lead to increased job security and a higher salary.

Though practitioners must be out of school for at least five years before pursuing accreditation, Lollar has some advice for students and young professionals about accreditation.

“I heard about APR accreditation as a student, and it was on my radar screen from the beginning,” Lollar said. “My advice to students is to start thinking about accreditation now. Do as much as you can to prepare before you turn in your paperwork and begin the process.”

by Niki Gautier

When sports teams or players have a crisis, who gets them out of that crisis? When there is a sporting event that needs to be planned, who is there to get everything together? Behind the scenes of every press conference, who is coaching the coach on what to say?

A degree in public relations covers education in a variety of occupations. Students learn basics as an undergrad in various areas like marketing and journalism. However, how often do students consider sport management as the next step in PR?

Josh Maxson, assistant coordinator of media relations for the football team at The University of Alabama, coordinates all the player interviews, compiles notes packages, writes media guides and oversees awards campaigns. He is the go-between with the players and the media.

“The media sends me their requests and I work to fill those requests around our players’ schedules,” said Maxson. “I also try to give our players an idea of what kind of questions they are going to have to answer and work with them on ways to answer the difficult ones.”

Obviously, his main duty is “dealing” with the media.

“They have a job to do, I have a job to do, and they don’t always work in harmony,” said Maxson. “… [Media] headlines can be distracting to our players, who are here to get an education and win football games. So I work to find a happy medium.”

Maxson said, “PR students with a little bit of a journalism background are the perfect mix for media relations,” because of all the writing that he has to do. However, he said, “… Even more important than that, I have to build relationships with both my athletes and coaches and the media. I have to be able to work both sides of the fence, and I have to know what both sides need from me, and that is where the public relations comes in.”

According to Maxson, there are two things that a public relations practitioner in sport management should possess: good verbal and written communication skills. “You need to be able to relate to people and in different ways,” he said. “I have to deal with two kinds of people every day – the media and my players and coaches. … If you don’t have those [communication skills], success in this business is limited.”

Maxson gave his advice for students who want to pursue a degree in sport management and/or want a future in the area: “… Be willing to work. It is long hours for average pay, but it has its perks. Develop your written and verbal communication skills and go find job experience. You need to have an idea of how to step in and do the job of your first day out of college. A master’s degree is a great thing to have, but the job experience is what will distinguish you from other job candidates.”

“You can’t learn in the classroom what you can learn doing the job every day and learning from those experiences,” says Maxson. “I learned more about the business working 30-plus hours a week at Oklahoma State as a student in the media relations office than I ever learned in class.”

Many universities across the U.S. provide undergraduate and graduate degrees for sport management.

Laurence Chalip is the author of Sport Governance in the Global Community and is currently a professor at the University of Texas at Austin who teaches public relations to undergrads and sport management to graduate students. He believes that “a degree in communications or business can be good training for working in sport, but we have gotten to the stage that it helps to have more specific skills.”

Chalip said, “There are lots of sport-specific things to know about, such as fan development strategies, event operations, etc.,…[and] sponsorship is key in sport (and other industries), but is rarely if ever covered in business or communications training.”

Although he believes that it may be better to have a more sport-specific degree going into sport management, he said, “The quality of your training (regardless of the name of the discipline) is more important than what the discipline is called. … It’s up to the student to make sure they are getting the best [training] possible.”

Chalip believes good qualities a sport manager should have are “expertise and knowledge relevant to managing in the sector of the sport industry in which they are working. … Good managers are reflective people who have the knowledge and training on which to ground their reflections on their working lives.”

According to Chalip, there is no “typical” future for sport management graduates. “We have graduates in every facet of sport, and some who have gone into other or related industries (such as entertainment, corporate services, government, etc.),” said Chalip. “People make their own careers, and use their training to do so.”

There is significant work behind the scenes of sports, and management is definitely a huge part of any team or player. Management is the backbone of any sports team, and public relations is a major player on that team.

Photo ed. by Niki Gautier

by Jaclyn White

In today’s economy, people are tightening the purse strings and buying the most inexpensive products possible: it’s every man for himself, right? Surprisingly, this is not necessarily true.

Edelman, one of the world’s leading independent public relations firms, has again sponsored the annual goodpurpose study. This study samples more than 6,000 people ages 18-64 from around the globe about consumer habits and thoughts. One interesting statistic from the study: 61 percent have purchased a brand that supports a good cause even if it wasn’t the cheapest brand.

The study uncovered many other interesting facts, such as 83 percent of those surveyed are willing to change consumption habits if it can make the world a better place to live. In a related matter, 63 percent are looking to brands and companies to make it easier for them to make a difference.

So what does this mean for companies today? When talking more in depth about the study, Mitch Markson, the CEO and president of Edelman goodpurpose, said that finding the right cause is very important. In order to really make cause marketing work, companies must “link the brand’s business purpose to an authentic higher social purpose and use consumer insights and research to understand what social purpose territories are right for your customers.” In other words, make sure that the purpose you are linking to your company is relatable and relevant to your customers.

Markson began the study three years ago in response to what he saw as a changing and evolving market. “I realized there was a shift in consumer values – a search for more meaning, desire to participate and personally make a difference on a variety of social issues – and recognized that brands were looking for new ways to differentiate in a more sustainable and meaningful way. As a professional working in branding and communications, I felt I could personally make a difference by using research, creativity and new channels of engagement to help brands connect more with consumers and do good at the same time.”

Companies need to look at what is now valuable to consumers. Although consumers may not be able to contribute as much financially as they could before the economic recession, they want to contribute in other ways. Having extravagant possessions is no longer a status symbol; it’s about making an effort to make the world a better place. Sixty-seven percent of those surveyed would rather drive a hybrid car than a luxury car, and 70 percent would prefer to live in an eco-friendly house rather than a large house.

Companies all over the country and the world are picking up on this trend, and it means a changing focus for PR professionals. General Mills, one of the largest producers of consumer products in the U.S., places a strong emphasis on corporate social responsibility. The majority of the focus of its corporate Web site is what General Mills is doing to help others, rather than on the actual products it offers.

General Mills even has a part of its company, Community Action, that is dedicated to addressing the needs of the community. It includes the General Mills Foundation, Brand Partnerships, Disaster Relief, Gift-Matching, International Giving, Hunger Relief, United Way and Volunteerism. General Mills says its goal is “to support innovative nonprofit organizations and programs that improve our headquarters and manufacturing communities, with a focus on youth nutrition and fitness, social services, education and arts and culture.”

A focus on social causes and responsibility is cropping up everywhere. The Corporate Responsibility Officer, a trade association for corporate responsibility professionals, is dedicated solely to highlighting and awarding good corporate responsibility practices. It recently published its list of “100 Best Corporate Citizens,” with Bristol Myers-Squibb, General Mills, IBM, Merk & Co. and HP making up the top five.

Cause marketing, which is seeing a recent increase in popularity, isn’t going anywhere, and it could mean good and different things for the PR world. “Before the global recession there was evidence we were moving in that direction. In the future, social purpose will become an established pillar of good brand behavior and good marketing in general,” said Markson.

In today’s competitive economy, having a cause is making or breaking the top companies. The focus in the PR world is subsequently changing as well, and there has never been a better time to educate oneself on social responsibility. Perhaps the PR industry can earn a little good PR for itself. It’s nice to focus on how companies are making the world a better place, rather than why their product is marginally better or why they really weren’t involved in "that" scandal.