by Amber M. Parker

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

by Hope Peterson

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Photo courtesy of Butler Athletic Department

by Megan Reichenbach

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

by Kara Udziela, Contributing Writer

The lasting truth in any communication medium is that examples, testimony, statistics and perhaps most important in today’s media-driven society, visual aids, breathe life into anything from your sales pitch to a marketing brochure or a speech. One of the tremendous benefits of the Internet and the rapid advances in technology that we have seen in the last 15 years, is the availability and access to fantastic imagery, sometimes free or at very low cost. These help populate and enrich our work and our client projects. In fact, imagery is so much in demand that if you go without it, you and your company or service might be seen as cheap and unsophisticated.

For the last several years I’ve run international PR programs for a great company called iStockphoto and, as a result, have learned many things about images and their use in communications materials that have helped me choose better images for my work and my clients. This knowledge has also kept me and my business safe from legal repercussions, while at the same time, ensuring the artist who created a beautiful or useful photo or illustration was fairly compensated.

Common misunderstandings

Thanks to search engines like Google Images, finding relevant and entertaining multimedia is extremely easy. But just because you can find, cut, copy and paste it doesn’t mean you have the legal (or ethical) right to use it without permission. All images are subject to copyright, whether or not the images are marked as such. And, contrary to popular misconception, the fact that just because someone decides to post an image online does not mean they have chosen to relinquish their copyright. Obviously, depending on the situation, you can use images snatched from the Internet without repercussion but it technically is still stealing and stealing is lame.

This leaves three other options: create your own, find images that artists have chosen to make available for use by the public or purchase stock. Each of these has particular pros and cons.

Create your own

Today, thanks to inexpensive digital SLR cameras and easy-to-use editing software virtually anyone can learn to create a photo that is technically good enough to be used for a variety of applications. Obviously, there’s a lot more to the art of photography than simply learning to use a camera properly. Sometimes, however, “snapshots” taken with the proper equipment are more than good enough for things like a blog or content for social media.

Creative Commons

Should you need something beyond your own abilities as a photographer, there are other no cost options. A growing number of artists do choose to make their work available to the public for private or commercial use. Creative Commons licenses provide simple, standardized alternatives to the traditional “all rights reserved” copyright. Through Creative Commons, an artist may choose variables relating to personal or commercial use and reproduction and whether or not develop and use derivative works.

For example, an artist may choose to make an image available for commercial or non-commercial use provided the image is not altered and he is given credit for the work. Or an artist may choose to make an image available to be tweaked, reworked and built upon provided the modified image is also made available under a Creative Commons license. One of the best ways to find Creative Commons work is to use the Creative Commons search engine at http://search.creativecommons.org.

By shooting your own or using properly licensed images shot by others, you can easily overcome the issue of copyright infringement. However, it is important to know that, beyond copyright, there are a number of other intellectual property and privacy issues that also must be considered – particularly if the image is going to be used for commercial purposes.

Usage considerations

For example, images that contain logos, trademarks, company names or even specific buildings, product designs or landmarks may not be used in commercial way. Also, if a recognizable person is in the image, that person needs to have given permission for their likeness to be used.

Royalty free stock image and video options

Depending on how you plan to use the image, these issues might or might not be a major concern. However, the way I see it, I never want to put myself or my clients at risk, so when I plan to use images for commercial purposes I always err on the side of caution, and the best way to do that is to choose a good stock provider.

Stock imagery is created specifically for the purpose of being used by publishers, marketers and advertisers and others for both commercial and non-commercial purposes. You can find a few free or very low-cost sites out there, for your simpler projects, such as Stock.xchng, or Photos.com. For consistent use, important projects, international subjects and heavily art-directed content, sites such as iStockphoto carefully inspect every image they sell to ensure they meet extremely high quality standards. iStock also guarantees that its creative files do not violate any copyright, moral right, trademark and other intellectual property laws or guidelines.

On top of that, because these images are shot with re-use in mind, they often have uncluttered backgrounds, empty space where copy can be easily added and other attributes that make them well-suited for a wide range of tasks. Check out the cool “CopySpace” feature under the advanced search filters on iStock to search for images that are filtered by color, and where on the photo you might need to add text.

With a huge selection of images, illustrations, videos and audio clips, many of which can be purchased for very low cost, it’s no wonder iStockphoto and other leading stock providers have become the de facto standard for those looking to achieve the perfect balance between quality, cost and usability.

So, how to know what option to choose? Let your conscience, the project, the budget and the projected return on investment be your guide. I recently pitched a client knowing I was the dark horse, so I put more time and energy and thought into my pitch than I believed any competitor would, and I chose the perfect images to exemplify outcomes and the “feeling” buyers of this beauty product would have when our PR hit. I certainly found good images for a few dollars each, but for the most important slides and transitional slides, I spent a bit more, and I won the business the minute the client saw a suggested byline slide with an image that captured her imagination. Remember as PR people our job is to persuade. I wish you fantastic luck in using imagery, video and sound to help you do so safely, whether for yourself or for your clients.

Kara Udziela is the owner and principal of Vibrance PR. She is a 20-year veteran of the PR industry with agency, nonprofit and corporate experience with Fortune 50 brands. Udziela founded Vibrance PR in 2006 to specialize in launching start-ups, particularly in the social networking, imaging and beauty industries. She holds an M.A. in Communications, has taught public speaking and television news writing, and has also been an associate news producer for an NBC affiliate. Udziela resides in Mission Viejo, Calif., with her husband and two young sons.

by Jaclyn McNeil

by Amandeep Judge

With the introduction of YouTube, Twitter, Facebook and the blogosphere, public relations is on the frontline of modern communication. Along with most traditional media, sports teams utilize these new media to interact with and promote their activities to their fans. This strategy has led to positive feedback from their fans, along with creating an outlet for easier two-way communication.

Today, most professional sports teams have a Twitter account, Facebook page and YouTube page to interact with fans on a more personal level, but how these tools are used vary from sport to sport. According to Jason Latimer, assistant director of player and media relations for the New York Yankees, Major League Baseball (MLB) Advanced Media runs Facebook and Twitter accounts for all of its teams. Many baseball teams have also created their own Twitter accounts that are run through their own public relations front offices.

In addition to print publications that fans, particularly season-ticket holders, receive, professional sports teams have created a relationship with fans outside of the season to provide answers and information via social media.

Not only are professional sports teams using social media, but players are also. Most teams in football and baseball have rules in place regarding the use of social media. According to Brandon Benson, lead writer of Acme Packing Company — the SB Nation blog for the Green Bay Packers — the only rule restricting the use of social media by the NFL is that players cannot utilize these media during games.

However, the MLB is a little stricter. The MLB requires players to work with a media specialist at the beginning of the season to learn how social media affects their team's reputation. Although the MLB social media policy is stricter than the NFL’s, MLB players do not personally use social media as much as NFL players. Kevin Saghy, public relations and marketing specialist for the Chicago Cubs, stated that the active MLB player personal accounts are usually younger guys, who are trying to build their reputations.

For employees, it is a different matter. Employees of different sports franchises have Twitter and Facebook accounts and often utilize them on a personal level. Although these stakeholders work for the teams, they are still representatives of the teams and must adhere to a policy to assure that what they say does not reflect poorly on the franchise.

“The Cubs would lose, and then you would see employees of the Cubs bad-mouthing the team,” Kevin Saghy said.

The communications teams try to monitor Facebook and Twitter accounts to assure that employees do not say anything that could be taken negatively or misconstrued — without restricting their staff’s social media usage.

Sports franchises are slowly learning that this new media can either hurt you or help you. Although most have not seen a noticeable increase in their fan bases, they realize that new media is enhancing their media coverage and giving them more control.

Case in point is the blogosphere. Most teams do not have blogs within the front office, but specific teams are often covered by sports blogs. These bloggers can portray the team in a negative or positive light. Saghy stated that prior to the public relations department within the Chicago Cubs interacting with bloggers, blogs about the team were often negative. Now that there is a relationship established, coverage within the blogosphere “has improved tremendously.”

Chicago Bears Media Relations Manager Jim Christman has also seen a change in the way social media has influenced media coverage since the beginning of the franchise.

He stated, “During that time, teams were trying to sell the game and made many appeals to the media . . . today, the popularity of the game and those involved, plus the added traditional and non-traditional media outlets, demand we act as more of a gatekeeper.”

New media has proven to be problematic in measuring a sports team’s fan base. According to Benson, a team’s adaptation to social media gives their fans new ways to interact with the team and also gives fans a usually positive glimpse inside the organization.

by John Paul Bruno

With the economy in its current condition, many Americans feel the need to cut back on expenses and save money. While this is an excellent idea, nonprofit organizations across the country rely on sponsorship, donations and grants to stay in business and better the community. PR has become a major resource for these organizations to stay in touch with the community as well as promote their cause or service. To maintain economic stability, some nonprofits are making great use of PR tactics instead of spending large amounts of money on advertising costs.

Nonprofits are not only competing for donors, but also are in competition with disaster relief efforts with the recent earthquakes in Haiti and Chile. These efforts are affecting nonprofits, especially smaller ones, by taking away smaller donations that bring in extra income.

The Theatre in the Park, located in Shawnee, Kan., is a nonprofit theatre organization whose mission is “to enhance the quality of life in our community by providing a variety of entertainment programs in a park setting through public and private partnerships.” As a smaller nonprofit, The Theatre in the Park relies tremendously on the generosity of the community. Maria Tapia-Belsito, marketing and development coordinator, has noticed a decline in donations since the recession began.

“It is more challenging than ever to get sponsors for our program, and it is difficult to renew sponsorship,” said Tapia-Belsito. “We need to work harder to get the same amount of results.”

Being a smaller nonprofit, TTIP uses PR strategies to maintain financial support. “We are being creative with our marketing budget, which is very limited, and we are relying more than ever on trade agreements with local newspapers and magazines, as well as other theatre companies,” said Tapia-Belsito.

TTIP also noticed changes with donations due to current natural disasters. “Many of our past donors have decreased their funding as they are contributing to catastrophic world issues, such as Haiti, or pressing local issues,” said Tapia-Belsito.

While some organizations have seen major decreases in donations, others are maintaining donations through new strategies.

Parent Advocates Down Syndrome, a nonprofit located in central Alabama, “believes individuals with Down syndrome will excel, discover a hopeful future and enjoy life in an inclusive and supportive community.” This organization relies heavily on generous donations in order to promote awareness and acceptance of individuals with Down syndrome.

Recently, PADS found that by using new strategies for promoting its events, it is consistent in receiving donations. Sue Tolle, executive director, said, “We have done something new this year. We have been cluster advertising, which means we send out an announcement for a specific event and mention other upcoming events for the organization.”

Through this new strategy, they managed to avoid any monetary loss and actually received more donations. “We have received an increase in smaller donations this year, but there has been a decrease in larger donations,” said Tolle. “By advertising earlier for events, people are able to plan out when they are able to donate to our organization.”

PADS has also been making good use of local and free advertising, which gives more money to the organization and less to advertising. “We have been using all sorts of free publications this year,” said Tolle. “We are even using publications that don’t necessarily apply to our cause and it seems to be working well.”

PADS has not seen any decrease in donations due to the recent disasters in Haiti, which could be because they are ahead of the competition. During this time when people are constantly being asked for donations, publicity is key in keeping a solid base for donations, and PADS is taking full advantage.

Karen Jeffreys recently wrote an article in The Nonprofit Quarterly that outlines her experience with communications working at Rhode Island Coalition Against Domestic Violence. She stated, “Some organizations are fortunate to have a dedicated communications staff. It is important to remember, however, that an organization communicates with broader publics through thousands of daily encounters — e-mail, faxes, phone calls, face-to-face conversations, meetings, letters, meeting minutes, and legislative alerts. Every organization member and staff person is a communicator, not just the official communications staff.”

By taking advantage of PR personnel, nonprofit organizations are able to save money and continue to allow themselves to be heard in the community. Using tactics such as press releases, newsletters and special events, nonprofits can still maintain their image without spending money that could be used for day-to-day operations.

How can companies and organizations benefit from using PR during the current recession?