Platform Magazine

The NBA and Social Media A Slam Dunk: Lessons for IR, PR and Other Communicators

Mon, 21 Jun 2010 08:02:00 -0600

by Cheryl Gale, managing partner and co-founder, March Communications

NBA teams and players are embarking on a savvy business move by embracing social media tools to gain more publicity and give fans more interaction — and the lessons for those of us in PR, financial communications and marketing are many.

Having an office right across the street from TD Garden, it’s safe to say that I’m a Boston Celtics fan. And just like most teams in the NBA, the Boston Celtics are using social media in an effort to increase team loyalty and revenues.

Fans can go to YouTube to see exclusive locker room footage and to Facebook to play an interactive stats prediction game called 3-Point Play. Thanks to Twitter, fans can follow seven Boston Celtics players. Want to know Ray Allen’s favorite gum? Fans following his Twitter handle, greenRAYn20, know he chews Big Red during the games.

Boston University advertising professor Chris Cakebread said in a Boston Globe article that it is smart for the Celtics to use social media as a marketing tool:

“The Celtics have a very affluent, techno-savvy fan base. They would be crazy not to do this as it reinforces their hipness as a sports franchise to their older fans…And this clearly helps reach their younger fans, who, the Celtics hope, will one day be wealthy and can afford to become season ticket-holders."

The Celtics may be eager to be the basketball team with the largest social media presence, but the NBA wants to be social media’s leading sports league. Rather than restricting social media, the NBA is expanding its presence on social media websites. During the Celtics-Lakers Finals the NBA tested ways to use social media as a PR and marketing tool, such as creating a Facebook version of its online NBA Store and using SayNow to allow players to send voice messages to fans. Instead of banning Twitter, the NBA hosts TweetUps gatherings of Twitter users—featuring previous NBA players.

The NBA is embracing social media tools, a tactic that other leagues are not pursuing. In fact, the US Open banned twittering from the tennis courts, and the NFL has a social media policy that prohibits tweeting 90 minutes before and after games. Luckily for Celtics fans, Ray Allen can tweet all he wants about gum.

Smart Business Moves: PR and IR Takeaways

The NBA and the Celtics recognize the business benefits that social media has to offer. Using social media allows businesses to build relationships with customers, find new partners and investors online, and increase brand awareness.

Businesses need to go where the customers are, and the customers are on social media sites. In December 2009, there were 248 million monthly users on the top eight social networks in the U.S., an increase of 41 percent from January 2009. Twitter had a 2,681 percent increase from 2008 to 2009.

Research shows that businesses and investors using social media experience successful results. JetBlue website visitors who also visited Twitter in July 2009 were 35 percent more likely to complete booking than visitors who did not go to Twitter.

In December, the PC firm Dell more than doubled its sales via Twitter to $6.5 million. Robert Williams, investor relations director at Dell, said that the investor mix checking the Dell Shares IR blog is 60 percent buy-side and 36 percent sell-side, underscoring that analysts and investors do use social media in research and information gathering.

Further highlighting the importance of social media, Q4 Web Systems reported that 79 percent of the Fortune 100 are using one of the following SM tools: Twitter, Facebook, YouTube or corporate blogs. Q4 also said 47 percent of institutional investors read financial blogs for investment research and ideas.

A business wanting to thrive and stay relevant should use the social media boom to its advantage. The NBA and Celtics know how to navigate the social media game. With the odds of success in their favor, why would businesses forfeit the chance to play?

Cheryl Gale is the managing partner and co-founder of March Communications. She has nearly 20 years of experience driving and executing global B2B and B2C public relations campaigns. Having spent half of her career in London and the other half in the U.S., Cheryl is well-versed in both the European and American business landscapes. Check out March’s company blog, PR Nonsense, or follow March on Twitter: @MarchPR.

Lobbying: Getting Voices Heard

Mon, 17 May 2010 12:13:00 -0600

by John Paul Bruno

As some PR students approach graduation, finding a job becomes a top priority, but have they considered all jobs involving PR? Lobbying is a job that people don’t often link to the PR profession; however, lobbying creates a whole new world of possibilities for PR students and professionals looking for the right career.

The word “lobbyist” seems to frighten many people, but most of these professionals get their start practicing public relations. A simple definition of lobbyist from USLegal Definitions is “someone who seeks to promote, oppose, or otherwise influence the outcome of a decisionmaker.” Lobbying incorporates many of the same traits as public relations. In order to become a lobbyist, one must build the communication skills required to represent a group’s or an individual’s causes. For lobbyists, meeting and talking to new people are daily occurrences, and making contacts is a must. Knowing the right person helps a lobbyist meet the right legislator who wants to push his cause in Congress.

Lobbyists present information during legislative sessions on the benefits of certain bills favorable to the company or organization that hired them. However, many people may not notice the results that lobbyists achieve while on Capitol Hill.

According to an article in the Philadelphia Inquirer, Toyota currently uses its large lobbying team to assist in damage control. The car company hired more lobbyists to assist the 32 already working with legislators, and their efforts appear to be paying off.

With more lobbying in Washington, D.C., Toyota saved millions on recall efforts. The article states, “… company officials boasted of saving more than $100 million on recall and safety efforts by the government, internal documents show. The documents reviewed by the Associated Press list savings achieved by putting off safety regulations, avoiding investigations of defects and slowing industry mandates.”

While these efforts may not seem to be ethical and have come back to hurt the company’s reputation, a lobbying team for a large company, such as Toyota, can save money and work to the company’s advantage.

As Toyota uses its lobbying efforts to slow down legislation on Capitol Hill, lobbyists generally seem to have a reputation of being unethical while other professionals receive little criticism. Obviously, there will be some people in every profession with an unethical mind-set, but what makes lobbying the target for most criticism? Large fees and unethical practices could be to blame, but some organizations use their lobbying for the greater good.

In an article titled “Lobbying for Good,” Mary Pftizer and Kyle Peterson highlight ways that some corporations are using lobbying to make changes, and they are seeing results. Mary Kay Inc. is one of the organizations mentioned in the article that used lobbying to influence the reauthorization of the Violence Against Women Act in 2006.

Pftizer and Peterson go on to say that because Mary Kay is a corporation, it is better equipped with the tools and skills to make changes, unlike nonprofits. The article states, “Corporations need to forge tighter relationships with nonprofits. One of the problems with many corporate-nonprofit relationships is that companies simply donate money and then outsource the problem solving to the nonprofits.”

For the most part, lobbyists are very expensive to hire. With large companies paying millions per year to have their voices heard by legislators, nonprofits have a hard time paying the steep costs for experienced lobbyists.

Recently, Dan Eggen’s article in The Washington Post featured a man who is trying to give a voice to people who need to be heard but can’t afford an expensive lobbying firm. Paul Kanitra founded Keys to the Capitol, a lobbying firm more concerned with the cause instead of the paycheck.

The firm provides “basic and transparent services starting at just $995 per month,” according to the Keys to the Capitol website. "Our entire practice is structured to provide a voice to those who have been silent for too long.”

Kanitra doesn’t make the average lobbyist’s salary, but he doesn’t mind. He has only had nine clients so far during a “soft launch” phase, but is hoping to become a full-scale lobbying and public relations firm.

With groups such as Keys to the Capitol attempting to change lobbying in D.C., lobbyists could earn a better reputation. It only takes a few to give a bad name for all, but with the right mind-set and ethical practices, lobbying will not disappoint PR professionals and citizens who once thought of lobbying as something to fear.

What are the long-term consequences of unethical PR and lobbying practices?

Internships: A Resource List for Those Seeking Experience

Wed, 12 May 2010 11:33:00 -0600

Compiled by Scott Young

Internships help to provide the foundation of experience organizations are looking for in graduating students. Below is a list of organizations that currently offer PR internships. If you are an organization interested in offering students PR internships, please contact Platform Magazine at platformmagazine@gmail.com.

Internships

A
Airfoil PR Inc. — Airfoil PR Inc. — Detroit

Alabama Golf Association — Alabama Golf Association — Birmingham, Ala.

Alfa Insurance — Marc Pearson — Montgomery, Ala.

Allison & Partners — Allison & Partners — San Francisco

American Cancer Society — American Cancer Society — U.S.

APCO — APCO — Washington, D.C.

Apple — Apple — Tuscaloosa, Ala.

Art Directors Club — Art Directors Club — U.S.

Athelink — Bryon Evje — Atlanta, Ga.

Atomic PR — Atomic PR — San Francisco

B
BalletMet — BalletMet — Columbus, Ohio

Black Twig Communications — Black Twig Communications — St. Louis

Bliss PR — Bliss PR — New York

Birmingham Magazine — Birmingham Magazine — Birmingham, Ala.

Burns Entertainment & Sports Marketing,Inc. — Burns Entertainment & Sports Marketing,Inc. — Chicago, Ill.

C
C-SPAN — C-SPAN — Washington, D.C.

Cahaba Media Group — Cahaba Media Group — Birmingham, Ala.

Catalyst Public Relations — Catalyst Public Relations — New York

Cerrell Assocs — Cerrell Assocs — Los Angeles

Champion U — Champion U or Campion U Facebook

Clear Channel Radio — Dan Wentz — Tuscaloosa, Ala.

Comms. Strategies — Comms. Strategies — Madison, NY

Consensus Planning Group — Consensus Planning Group — Los Angeles

Cooney/Waters Group — Cooney/Waters Group — New York

CooperKatz & Co. — CooperKatz & Co. — New York

Covey Publications — Covey Publications — Gulf Shores, Ala.

Coyne PR — Coyne PR — Parsippany, NJ

Crosby Marketing Communications — Crosby Marketing Communications — Annapolis, Md.

Cubitt Jacobs & Prosek — Cubitt Jacobs & Prosek — New York, NY

D
Dalton Agency — Dalton Agency — Jacksonville, Fla.

Davies — Davies — Santa Barbara, Calif.

Davies Murphy Group — Davies Murphy Group — Burlington, Mass.

Development Counselors Int’l. — Development Counselors Int’l. — New York

Deveney Communication — Deveney Communication — New Orleans, La.

Dukas Public Relations — Dukas Public Relations — New York

Dye, Van Mol & Lawrence — Dye, Van Mol & Lawrence — Nashville, Tenn.

E
Earth Creations®, inc. — Earth Creations®, inc. — Bessemer, Ala.

Easter Seals — Easter Seals — Birmingham, Ala.

Eco Surf Volunteers — Eco Surf Volunteers — Canoa, Ecuador

Edelman — Edelman — NYC and Chicago

Energen — Energen — Birmingham

Engauge — Engauge — Atlanta, Ga.

F
Fahlgren Mortine — Fahlgren Mortine — Columbus, Ohio

5W Public Relations — 5W Public Relations — New York

FoodMinds — FoodMinds — Oakbrook Terrace, Ill.

G
Gibbs & Soell — Gibbs & Soell — New York

Girl Scouts of North-Central Alabama — Girl Scouts of North-Central Alabama — Birmingham, Ala.

Goodyear — Contact: Jackie Brehm Edmondson, 256-549-2650 — Gadsden, Ala.

Gregory FCA Communications — Gregory FCA Communications — Ardmore, Pa.

GYMR — GYMR — Washington, D.C.

H
Hager Sharp, Inc. — Hager Sharp, Inc.">Hager Sharp, Inc. — Washington, D.C.

Heart Gallery AL — Heart Gallery AL — Birmingham, Ala.

HLB Communications — HLB Communications — Chicago

Houston Astros — Houston Astros — Houston, Texas

Hunter PR — Hunter PR — New York

I
ICR — ICR — Wesport, Conn.

Impact Alabama — Impact Alabama — Birmingham, Ala.

Institute on Political Journalism — Institute on Political Journalism — Washington, D.C.

Intermark Group PR — Intermark Group PR — Birmingham, Ala.

Intermarket — Intermarket — New York

J
Jackson Spalding — Jackson Spalding — Atlanta

Jascula/Terman & Assocs. — Jascula/Terman & Assocs. — Chicago

JohnstonWells PR — JohnstonWells PR — Denver

K
Kaplow Communications — Kaplow Communications — New York

Ketchum — Ketchum — New York

Kwittken & Co. — Kwittken & Co. — New York

L
Lambert, Edwards & Assocs. — Lambert, Edwards & Assocs. — Grand Rapids, Mich.

Lane Public Relations — Lane Public Relations — Portland, Ore.

LaunchSquad — LaunchSquad — San Francisco

Levick Strategic Communications — Levick Strategic Communications — Washington, D.C.

Linden Alschuler & Kaplan — Linden Alschuler & Kaplan — New York

Lou Hammond & Associates — Lou Hammond & Associates — New York

M
Makovsky & Co. — Makovsky & Co. — New York

ManiaTV! — ManiaTV! — Denver, Colo.

Martha Roby for Congress — Martha Roby for Congress — Montgomery, Ala.

Marvel Enterprises, Inc.— Marvel Enterprises, Inc. — New York

Matter Communications — Matter Communications — Boston

McNeely Pigott & Fox — McNeely Pigott & Fox — Nashville, Tenn.

MCS — MCS — Bedminster, N.J.

Merritt Group — Merritt Group — Reston, Va.

Midtown Village — Lynn Peters — Tuscaloosa, Ala.

Moore Consulting Group — Moore Consulting Group — Tallahassee, Fla.

Morgan & Myers — Morgan & Myers — Jefferson, Wis.

MTV Networks Nashville (CMT) — MTV Networks Nashville (CMT) — Nashville, Tenn.

N
New York Theatre Workshop — New York Theatre Workshop — New York

Northcutt Media — Northcutt Media — Tuscaloosa/Auburn, Ala.

O
O2 Ideas — O2 Ideas — Birmingham, Ala.

OASIS (Orlando Area Student Intern Society) — OASIS — Orlando, Fla.

Ogilvy & Mather — Ogilvy & Mather — New York

P
Page One PR — Page One PR — Palo Alto, Calif.

PAN Communications — PAN Communications — Andover, Mass.

Paul Werth Assocs. — Paul Werth Assocs. — Columbus, Ohio

P.E. LaMoreaux & Associates,Inc. — P.E. LaMoreaux & Associates,Inc. — Tuscaloosa, Ala.

P.E. LaMoreaux & Associates,Inc. — P.E. LaMoreaux & Associates,Inc. — Atlantic City, N.J.

Peritus Public Relations — Peritus Public Relations — Louisville, Ky.

Planit — Planit — Tuscaloosa, Ala.

Porter Novelli — Porter Novelli — New York

Public Communications — Public Communications — Chicago

Publicis — Publicis — New York

Q
Quinn & Co. — Quinn & Co.">Quinn & Co. — New York

R
Randall-Reilly — Randall-Reilly — Tuscaloosa, Ala.

Rasky Baerlein — Rasky Baerlein — Boston

RBB Public Relations — RBB Public Relations — Miami

Regan Communications Group — Regan Communications Group — Boston

RF | Binder — RF | Binder — Partners, New York

Rogers Group — Rogers Group — Los Angeles

Ron Sachs Comms. — Ron Sachs Comms. — Tallahassee, Fla.

Rudder Finn Group — Rudder Finn Group — New York

S
S&S PR — S&S PR — Chicago

Shelton Group — Shelton Group — Dallas

Singer Associates — Singer Associates — San Francisco

Sirote & Permutt — Sirote & Permutt — Birmingham, Huntsville and Mobile, Ala.

Smithsonian Institution, National Portrait Gallery — Smithsonian Institution, National Portrait Gallery — Washington, D.C.

Spark PR — Spark PR — San Francisco

Spectrum Science Comms. — Information — Washington, D.C.

Spring O’Brien & Co. — Information — New York

Stickell ~~- Stickell~~- U.S.

Swartz Communications — Swartz Communications — Waltham, MA

T
Target Brand Ambassador — Emily Cress — Tuscaloosa, Ala.

Text 100 International — Text 100 International — San Francisco, CA

The Agorean — The Agorean — Tuscaloosa, Ala.

The Horn Group — The Horn Group — San Francisco

The Jeffrey Group — The Jeffrey Group — Miami

The Standing Partnership — The Standing Partnership — St. Louis, Mo.

Tuscaloosa County Park & Recreation Authority — Tuscaloosa County Park & Recreation Authority — Tuscaloosa, Ala.

Tuscaloosa News —
Tuscaloosa News — Tuscaloosa, Ala.

Tuscaloosa Public Library — Tuscaloosa Public Library — Tuscaloosa, Ala.

U
UA Community Service Center — Joshua Burford — Tuscaloosa, Ala.

UA Ferguson Center — programasst@sa.ua.edu — Tuscaloosa, Ala.

UA Source Board of Governors — UA Source Board of Governors — Tuscaloosa, Ala.

V
W
Walek & Assocs. — Walek & Assocs. — New York

Walt Disney World — Walt Disney World — Orlando, Fla.

Washington Intern Student Housing — Washington Intern Student Housing — Washington

Weber Shandwick – International — Weber Shandwick — New York

Widmeyer Communications — Widmeyer Communications — Washington, D.C.

Wilbanks Agency — Wilbanks Agency — Birmingham, Ala.

William Mills & Assocs. — William Mills & Assocs. — Atlanta

Winning Strategies PR — Winning Strategies PR — Newark, N.Y.

Woman’s Missionary Union — Woman’s Missionary Union — Birmingham, Ala.

X
Xenophon Strategies — Xenophon Strategies — Washington, D.C.

Y
Z
Zeno Group — Zeno Group — New York

Insights of a Publicist: Interview with Brian Mayes

Mon, 10 May 2010 23:25:00 -0600

by Megan Parks

With all the glitz and glamour, the entertainment industry isn’t just about musicians and actors. It’s a business where great PR is a necessity for success.

Publicity plays a huge role in the music industry. Record sales experienced a major decline over the past few years mainly due to illegal online downloading. According to a study conducted by the Institute for Policy Innovation, global music piracy causes $12.5 billion of economic losses every year.

In order to compensate for the sales decline, labels are outsourcing their publicity needs to independent PR companies now more than ever. Executives in the industry have had to find new ways to get consumers interested in their clients’ music. The more news coverage artists can get, the more opportunities there are to get their music noticed and heard.

As a seasoned PR professional, Brian Mayes gives an inside look at what it takes to be a successful publicist. With nearly 20 years of experience in the entertainment industry, Mayes is one of the most sought-out publicists in the Southeast.

After moving to Nashville in 1996, he founded Nashville Publicity Group in 2002. Before founding the group, Mayes served as director of publicity at Brentwood Records and president and director of marketing and A&R for Audience Records, which he co-founded under the Pamplin Music umbrella. Prior to establishing himself in Nashville, the Los Angeles native worked in artist management and in various TV/film projects including The Late Show with Arsenio Hall, The Wonder Years and The Grammy Awards. To see a complete list of Nashville Publicity Group’s current and former clients, visit his company’s site.

Q: Wikipedia defines a publicist as “a person whose job is to generate and manage publicity for a public figure, especially a celebrity, a business, or for a work such as a book, film or album.” Beyond just a standard definition, how do you describe your work as a publicist?

A: A publicist is crucial in today’s world, whether it be for a public figure or a new product. There has never been more competition for the attention of the masses, and you have such a small window of opportunity to get noticed. In a lot of ways, the success or failure of a project can point directly to the publicity campaign. If you can’t find a way to get noticed, you will fail. So my job, simply stated, is to use the media — television, radio, print, the Internet, the center of Times Square if necessary, to grab your attention for my client.

Q: How did you get your start working in publicity?

A: I was a teenager when I landed an internship with FOX Television Network’s late night talk show “The Late Show” with Arsenio Hall. I was placed in the Research/Publicity department and loved it. I researched upcoming guests and worked on publicity materials — I was hooked early on. When I started managing bands in college, I ended up doing publicity for the bands as well. And I loved it. So when I moved to Nashville in 1996, it didn’t take long to find a job at a record label doing publicity.

Q: What are some common misconceptions about publicists?

A: I’m amazed by how much confusion there is surrounding the words “publicity” and “publicist.” I am frequently asked what I “publish.” I also field phone calls from people on a regular basis that want to hire a publicist, presumably because they read somewhere that they should, but they have no idea what I do. So for the record, I’m not a publisher, I’m not a manager, I don’t book concerts and I’m not here to A&R your record. But if you are ready to engage the media, with the desire to have your story told, I’m happy to help you get there.

Q: What are key characteristics that every great publicist needs?

A: There are 4 key characteristics that should be required of every publicist:

1) Honesty and Integrity
2) Tenacity
3) Creativity
4) Aggressiveness

Q: Getting publicity for your clients has a lot to do with who you know. What suggestions do you have for new publicists trying to establish relationships?

A: Who you know is important, but what impression you make matters even more. Mind your manners, say please and thank you, and never blow off e-mails and voicemails. You never know when you’ll need to circle back around.

Q: Do you find it hard to work with a client if you aren’t passionate about their product or service, or, in your case, their music?

A: Yes, so I don’t. If I can’t get excited about the project, I don’t take it on. It doesn’t have to be my style necessarily, but the project, artist, story … something about it has to be exciting or challenging. Nashville Publicity Group has been very fortunate in that we have never solicited work. For the most part, we work on referral only, and we turn down more than we take on. So that has given me the freedom to say no when a project just isn’t a good fit.

Q: Do you see significant differences in music PR as opposed to traditional brand/product-related PR?

A: Not really … You adjust accordingly. And we do a little of both.

Q: What do you like the most about your job?

A: What gets me out of bed each morning is that I have a job that I truly love. And I’m so thankful for that. What I like the most is that every project we take on is different. Every single project has unique challenges and obstacles to overcome. No campaign is ever exactly the same. It’s hard to get bored when you’re always working on something completely new. Each project is a jigsaw puzzle — some just have more pieces and a higher skill level than others.

Q: What suggestions do you have for people trying to break into music PR?

A: Enter music PR because you love it. If you don’t, it’s not for you. It’s not a 9 to 5, clock in and clock out job … it takes long hours, and it’s a highly competitive, high-stress environment. But it’s challenging and rewarding, and a whole lot of fun. There’s nothing else I’d rather do.

What do you think is the importance of publicists in the entertainment industry?

Public Affairs: A Career Worth Considering

Mon, 10 May 2010 15:39:00 -0600

by Kassandra Hannay

When building a career in public relations, most recent graduates think of working for a big corporation or agency. In PR classes, students learn about the industry’s top agencies, study the strategies and tactics that are most effective when communicating to a company’s audience and dream of creating and implementing a successful campaign for a new product. However, there’s one giant career choice that seems to be overlooked by new PR practitioners: public affairs.

Public affairs is the field of public relations that deals with governmental issues that affect the public as well as building relationships between the public and governmental organizations. To most young PR aspirants, a job in public affairs seems boring and not as appealing as working for a corporate company such as Nike. According to Dr. Suzanne Horsley, assistant professor in the Department of Advertising and Public Relations at The University of Alabama and former public affairs specialist, “young people with new ideas” are exactly what the government needs.

The difference

The main reason graduates don’t consider public affairs when choosing a career is because they are unsure of what the job title entails. The only real difference between public relations and public affairs is the client’s goal, said Horsley. In the corporate setting, the goal is to sell a product. In the government setting, the goal is to serve the public good. Even though the goals may be different, the communication tactics used are the same.

“The easiest way to describe the difference is that public affairs teams generally work policy and regulatory issues directly with politicians, regulators and other official/semi-official groups whilst public relations teams position the organization and communicate with the broader range of stakeholders via a range of media, promotions and events,” said Malcolm Wells, director at Malwell Corporate Projects in the United Kingdom.

Another difference between public relations and public affairs is the communication budget. When we see an ad for Microsoft, it tends to be eye-catching with flashy colors and expensive detail. If a government agency created such an ad, it would be accused of not taking care of its public.

“When it comes to public affairs, they [PR practitioners] don’t get huge budgets,” Horsley said. “There are laws that prohibit money spent on advertising.”

When it comes to communicating with their audience, PR practitioners working in government relations have to think outside the box. The public does not want to see government money spent on flashy promotional materials; they want to know their money is going toward the public good. The key is to produce an effective message while not wasting money.

“They [the government] need young people with new ideas who know social media and can reach the target audience,” Horsley said. “If you know social media and know how to apply it logistically and strategically, you can really engage your audience.”

The benefits

In today’s slow economy, job opportunities are few and far between. PR corporations and agencies are looking for people with at least three to five years of experience, a qualification that is nearly impossible for recent graduates. How do young PR practitioners get the job they need? According to Dr. Horsley, a job in public affairs is the answer.

“With agency and corporate work, it’s all about networking,” Horsley said. “With public affairs, you don’t have to know someone to get in because it’s public. I feel like in the hiring process everyone has an equal chance.”

Entry-level jobs are very common to find in government relations, and the government is required to advertise all job opportunities. Job seekers don’t need to know somebody who knows somebody in order to hear about a job opening. Most public affairs jobs can be found on websites such as www.usajobs.gov.

Another benefit of working in government relations is the stability it provides. Mark Amtower, a marketing consultant and social media strategist in Washington, D.C., said he likes public affairs because of the regular paycheck.

“In the topsy-turvy economic environment we find ourselves in, working for the government provides a stable work environment,” Amtower said.

According to a recent Gallup poll, 35 percent of Americans prefer working for the government. It is possible that jobs in government are more preferred, especially in recessionary times, because of their “perceived ‘safeness’ and generous benefits.”

In addition to retirement and health benefits, working in government relations offers excellent mobility, especially for young workers who are eager to build their careers.

“Many professionals inside government find career tracks by moving from agency to agency, while still working for the government,” Amtower said. “If you find yourself in an office with a relatively young supervisor who is not likely to move on any time soon, your option for the ‘next step’ is to look at other agencies, or other offices within your agency for your next career step.”

The challenge

Despite the benefits and stability of public affairs positions, many young PR professionals are still under the impression that working in government relations is “boring”; however, the government has challenges of its own. With constantly changing legislators and new policies, professionals in public affairs must keep themselves updated on the issues.

“Once upon a time, public affairs professionals were simply lobbyists,” said Connie Jorgensen, director of community relations at Building Goodness Foundation in Virginia. “Today, it isn’t enough to know legislators; one needs to organize a more sophisticated public relations effort, educating the public and encouraging citizen lobbying. It’s fast-moving, full of interesting people and fascinating issues. One couldn’t find better work.”

The same basic PR skills apply when working in government relations: writing news releases, creating media kits, planning special events, etc. Professionals must work to maintain relationships between the government and the public. Although the government may not be launching cool, new products, public affairs professionals have one important “product” to take care of: the public good.

“You’re selling a product and enforcing the law,” Horsley said. “We are affecting people, and that’s cool.”

Internships and Money Whats the Answer?

Mon, 10 May 2010 13:06:00 -0600

by Rachel Davis

In an industry like public relations, only so much can be learned inside a classroom. A lot of training comes from hands-on experience, and employers expect those seeking public relations jobs to have experience in their field. Internships are the easiest way for students to gain on-the-job training.

There are plenty of opportunities for student internships if the students are willing to research and put in the time. Paid internships have become less prominent, especially in the wake of the slowed economy.

Many high profile internships are offered in bigger cities and usually mean a temporary relocation for students. Relocation means an added cost of moving and living expenses in a new city. The problem for financially strapped students obtaining experience is a growing number of companies are no longer paying their interns.

Internships, paid and unpaid, remain a regular part of conversations for students. Deciding which one to take, balancing financial situations and gaining valuable work experience are all things students must take into consideration.

Legality
Recently, both The New York Times and The Wall Street Journal recharged the unpaid internships conversation nationally. A recent article in The New York Times highlights several students from different backgrounds who were able to accept and not accept internships due to financial situations.

The Department of Labor has even argued against unpaid internships. In recent statements, the department issued the terms of legality of for-profit employers not paying interns to do the same job as full-time employees. The Web site, http://www.onedayoneinternship.com, lists the following as the guidelines from the Fair Labor Standards Act for determining the legality of an unpaid internship:

1. If the training, even though it includes actual operation of the facilities of the employer, is similar to training which would be given in a vocational school;
2. If the training is for the benefit of the trainee;
3. If the trainees do not displace regular employees, but work under close observation;
4. If the employer that provides the training derives no immediate advantage from the activities of the trainees and, on occasion, the employer’s operations are actually impeded;
5. If the trainees are not necessarily entitled to employment at the completion of the training period;
6. If the employer and the trainees understand that the trainees are not entitled to wages for the time spent in training.

An entry on http://www.examiner.com features a question and answer session about the legality of internships with Marcia L. McCormick, an associate professor of the Cumberland School of Law at Samford University. McCormick said the problem with legality of internships is the lack of a clear definition of what an intern is; it varies from the national government to the states.

“Mostly, an intern gets defined in the negative by statutes that protect people in other working relationships—usually employees," said McCormick. "Most people who provide services or labor for others are considered employees, and those tend to be people who are paid an hourly or yearly wage.”

Paying Interns
Not all companies have removed their paid internships; many still consider it valuable and important to pay their interns. Liz Swenton, communications and human resources manager at March PR, said her company pays their interns.

“Our interns are paid, and we have been fortunate to hire hard-working individuals," Swenton said. "This way, they feel like they are actually part of the team and their work is valued. If the intern is serious enough about his/her career in PR, the hourly wage won’t matter so much. The fact that you are recognizing their efforts will go a long way, especially if they are a struggling student!”

Andrew Graham, an independent writer and media strategist, said he doesn’t understand why this is a conversation since the PR industry is a profitable one.

“If the labor has value, it needs to be compensated accordingly," Graham said. "If it doesn’t have value, then it shouldn’t be done in the first place.”

Graham said he hopes new trade regulations will cause PR societies like PRSA to start taking greater stances against unpaid internships. He suggested the organization add an amendment to the Code of Ethics stating unpaid internships are unethical.

Unpaid Internships
In reality, most students take unpaid internships. Not all unpaid internships are bad, and many people gain valuable job experience through them. Unpaid internships can open the same doors as paid internships and can help the student obtain full-time employment after graduation.

Andy Garlikov, a marketing project manager at Northrop Grumman Electronic Systems–Marine Systems, said the unpaid internships he took in college helped his career.

“A couple of different unpaid internships in college changed (for the better) the entire course of my career," said Garlikov. “I’m all for them. If the places I worked had to pay me, they would have taken on fewer interns and been less flexible with my hours (around my coursework). That would severely restrict the availability of internships.”

Internships must be considered like a job. Before accepting a job, advantages and disadvantages must be weighed. If an internship is paid, but does not offer the same experience as an unpaid one, a student must consider if the compensation without the experience will pay off.

The conversation on the ethics of unpaid interns will continue, and it could get messy if the U.S. Department of Labor starts getting involved. The important thing to remember when taking an internship is to weigh the benefits with the cost. Internships are important for students, and they can be beneficial and rewarding to employers. The issue of compensation should be resolved, and by re-energizing the conversation, maybe a solution is closer than ever.

What is your experience with internships? Do you think they should be paid or unpaid?

Noteworthy Work: Past Campaigns That Deserve a Second Look

Mon, 10 May 2010 12:44:00 -0600

by Caroline Beard

In looking at the 2009 PRWeek awards, the diversity of the award-winning campaigns is impressive; they range from touching and heartfelt ("A New Face for Lai") to humorous ("'What Would You Do for a Klondike Bar' Goes Viral") to wacky and bizarre ("Middlebury College Spring Break Quidditch Tour"). The one commonality, however, is that each of these campaigns demonstrates leadership in the field of public relations. With 2010 nearly halfway gone, Platform takes a closer look at a couple of outstanding campaigns of 2009.

What's the buzz about? PRWeek's 2009 Cause-Related Campaign of the Year: Ketchum and Häagen-Dazs: Häagen-Dazs Loves Honey Bees: Let's Lick This Problem

In 2007, premium ice cream brand Häagen-Dazs noticed a drop in revenue growth compared to 2006 and a decline in consumption for the first time in four years. To make matters worse, Häagen-Dazs brand awareness reached only a meager 29 percent, while competing ice cream maker Ben & Jerry's held 51 percent brand awareness. Recognizing the need for positive change, Häagen-Dazs called on Ketchum to help improve the brand's image and boost sales.

Why that approach? Bee-cause!

Faced with the challenge of creating a large number of impressions with a limited budget, the Ketchum team led Häagen-Dazs in its first foray into cause-marketing. Research showed a devastating drop in the honey bee population that posed a threat to ingredients in almost half of the 73 Häagen-Dazs flavors. Armed with this information, the brand launched a campaign to raise awareness about this issue while simultaneously improving brand visibility.

Häagen-Dazs launched its "Häagen-Dazs Loves Honey Bees" campaign to help protect the all-important insect. With the creation of a new, limited-edition flavor, "Vanilla Honey Bee," and a pledge to give $250,000 for research into the cause behind dwindling bee populations, the brand started the buzz about bees.

At the same time, Ketchum charged its Brand Marketing Practice team with the development of a media campaign to connect the Häagen-Dazs brand with the honey bee cause in the mind of its target consumer, 35- to 54-year-olds with kids. Ketchum launched helpthehoneybees.com to educate the masses about the disappearing bees. Viral videos on YouTube helped spread the word on the Web about the honey bees' plight. The Ketchum team formed a "Bee Board" of experts and used Craigslist and Meetup.com to distribute more than one million bee-friendly seeds in "HD loves HB" branded packets to encourage the public to help create better bee habitats.

The results: show me the honey

According to Ketchum, the HD loves HB campaign created more than 277 million media impressions through more than 1,000 different news placements. Of those placements, 93 percent were overwhelmingly positive toward the brand. PRWeek reported a 5.2 percent increase in Häagen-Dazs' sales during the month the campaign launched; the increase represented the brand's largest single-month spike in a year. The bees benefited, as well, with consumers planting more than 1.2 million seed packets as a result of the campaign.

What does a PR pro think? Bee honest...

Peter Himler, founder and principal of Flatiron Communications LLC, a PR/media consulting firm in New York, explained why he believes the Häagen-Dazs campaign worked. He said many brands begin cause-marketing endeavors with causes that aren't relevant to the brand itself, causing consumers to lose the connection between cause and brand and diminishing the effectiveness of the brand's message.

"I can understand why this program prevailed in the competition," Himler said. "Many companies sponsor causes that, while worthwhile, often do not relate directly to the companies' core business or values. This makes it difficult, which in effect, creates a non-sequitur, for reporters or direct-to-consumer communications vehicles to tie back to the company."

Häagen-Dazs, however, wisely selected a cause that was not only related to the brand but also important to its survival. Himler said Ketchum's online and media relations tactics resulted in the results sought by the client:

"Ketchum took a 360-degree approach that included media relations, the establishment of a website, the use of socially driven channels like Craig's List and MeetUp.com to drive awareness and consumer participation. It also measured its results, less in media clips (though there's some of that), and ultimately in product sales."

According to Himler, the most important ingredient in the success of this campaign was "the client and its willingness to invest in the creation of a new flavor, which made the whole program palpable."

The "Häagen-Dazs Loves Honey Bees" campaign not only won the 2009 PRWeek Award for Cause-Related Campaign of the Year, but also took home an honorable mention for Campaign of the Year, as well as a 2009 gold Clio Award in the Public Relations Consumer category and a 2009 silver SABRE (Superior Achievement in Branding and Reputation) Award in the Food and Beverage category.

Home Sweet ... IKEA? PRWeek's 2009 Corporate Branding Campaign of the Year & Best Use of Online Media Ketchum and IKEA: Man Lives in IKEA: Citizen Marketer Becomes IKEA Brand Evangelist

With their full room displays, IKEA furniture stores look inviting enough to live in, but at the end of the day most customers go home. From January 7 to January 12, 2008, an IKEA store in Paramus, N.J, was home to comedian Mark Malkoff.

After Malkoff approached IKEA to propose living in a store for a week and documenting his adventures online, the Swedish furniture maker consulted Ketchum to weigh the potential advantages and risks of giving control of its image to a comedian. According to PRWeek, "the firm determined the endeavor would be positive and an authentic way to accomplish the brand goals" of reaching the target audience [Web-savvy 18- to 35-year-olds and 23- to 37-year-old mothers] with a new brand message: "home is the most important place in the world."

IKEA gave Malkoff 24-hour access to the IKEA store and its employees, as well as full artistic license; the brand did not pre-screen or produce any of his webisodes or request he promote certain products or messages.

After executing a similar project in which he visited all 171 Starbucks Coffee locations in New York City, Malkoff was no stranger to the world of bizarre promotional stunts, so he handled a portion of his own media outreach. At the same time, Ketchum and IKEA arranged interviews with store executives and planned a goodbye party featuring singer Lisa Loeb.

Throughout his week in IKEA, Malkoff and his team documented his adventures in the store and posted 25 videos on the website, MarkLivesInIKEA.com.

The results: A home run for "Mark Lives in IKEA"

Between January 2007 and January 2008, MarklivesinIKEA.com received more than 15 million visits. According to PRWeek, home-related blog coverage mentioning IKEA increased by more than 350 percent during the year. The campaign, with its budget of $13,500, resulted in more than 382 million positive media impressions. With coverage in the Associatied Press, Good Morning America, Today, CNN and ABC World News, the campaign got "lots of bang for the buck," according to one PRWeek judge. PRWeek said sales at the Paramus store, where Malkoff lived, increased 5.5 percent compared to January 2007, and traffic to the IKEA website was up nearly 7 percent.

PR pros weigh in

Peter Himler approved of IKEA's decision to allow Malkoff to act as a consumer brand advocate.

"At a time when companies everywhere have discovered that citizens have the capacity to commandeer their brand reputations," Himler said, "IKEA jumped onto this 'trend' by handing over the reins of its reputation to a young man, video camera and Internet access in hand."

According to Himler, this move was not as risky as it seemed. "On the surface, it appears that IKEA was taking a tremendous risk, but in reality, a corporate-sponsored citizen journalist initiative has a kind of 'quid pro quo' feel to it, i.e., 'we'll let you do this and even publicize you, but don't screw us.'" Simply stated, Himler said the campaign's "media results were impressive, so the client was happy."

David Kirk, APR, Fellow PRSA, president of thePRguy thePRguy incorporated and past vice president of Ketchum, also gave his thoughts on the campaign. Kirk said, "the videos produced by Malkoff's team and the website environment they created were beautifully produced," but he thought, "the judges were so enamored of the creative part of the campaign that they gave a pass to the fact that the goals of the campaign were not expressed as measurable objectives (at least as reported in the several media reports I reviewed)."

Kirk also noted "the results reported were not tied to the goals" of communicating a new brand message and increasing brand awareness and traffic among the target audience.

"I didn't see evidence that these loosely stated goals were achieved by a small sales increase in one store, a small increase in website traffic or any number of YouTube views or media impressions," Kirk said.

Relinquishing the brand's message to a comedian "was a considered choice, not a risky one," Kirk said. "I assume that IKEA and Ketchum did their homework on Malkoff's approach and had solid evidence in his body of previous work that his style would work well with the brand's own quirky, edgy advertising style."

Kirk said after viewing around a half-dozen of the videos, he thought IKEA's first message, that the store "has everything you need to live and make a home," came through successfully. "[It] was well supported though not actually said. The second message, that 'home is the most important place,' Kirk said, "was actually undercut by the concept since Malkoff was not at home. He pointedly left home to do this stunt."

IKEA's store set-up lent itself to this sort of promotion, according to Kirk: "The way that IKEA displays its products in its stores is nothing short of genius merchandising. So just showing it does the trick. I still marvel at the room and full apartment layouts."

As for the overall success of the campaign, Kirk said he was "not sure that it was successful." He said the campaign "was certainly clever, inexpensive and probably a boatload of fun" to produce. Despite the entertainment value, however, Kirk said he didn't "see the evidence that it produced what it set out to produce."

Kirk advised PR professionals and students to remember that public relations is more than coming up with creative ideas; measurable, quantitative goals are necessary to be able to evaluate a campaign.

Kirk said, "Don't become so enamored of a clever concept that you fail to set measurable objectives that are tied to your business objectives. When you set measurable objectives, measure against them." He also said we must refrain from "pointing to 'results' that have nothing to do with — or are not convincingly tied to — your objectives."

Kirk imparted a final bit of PR wisdom inspired by Dr. Walter K. Lindenmann. He said, "It's outcomes not outputs that count."

These examples are just two of the many outstanding campaigns of 2009; the rest of last year's award-winning campaigns can be found online on the PRWeek website.

What recent work have you seen that you think would be worthy of an award in 2010?

Arbor Day Foundation is Planting Seeds for PR to Grow

Fri, 23 Apr 2010 16:28:00 -0600

by Autumn Winsett

The stakes are high in nonprofit organizations. There are many audiences to serve and limited resources to execute plans. Communicating to stakeholders in new, effective and innovative ways is crucial.

The role of a nonprofit organization can be both exciting and challenging, but The Arbor Day Foundation mastered communicating with its audiences through noteworthy public relations practices. Arbor Day Foundation's Public Relations Manager Mark Derowitsch said, "We have a good message, we engage millions of people each year through our public relations and direct marketing efforts and we are passionate about what we do." The Arbor Day Foundation is the largest nonprofit membership organization dedicated to planting trees, with more than one million members, supporters and partners. Arbor Day is a nationally celebrated observance that encourages tree planting and care. It's celebrated on the last Friday in April, and it will be observed on April 30, 2010.

Mission

A vision must be clear and concise for everyone in the organization to understand the ultimate goal. The Arbor Day Foundation aims to expand awareness and education for the need to plant and care for trees throughout the world. The foundation pursues its goal through several initiatives and programs that can be used to reach each audience from small children to the elderly. Derowitsch said,"For a nonprofit organization, public relations is an invaluable tool to spread the good news that your group is doing. The foundation's goal is to plant trees, and that drives much of what we do. We use PR outlets — traditional and nontraditional — to tell as many audience groups as possible about the importance of planting trees."

"At the Arbor Day Foundation, we inspire people to plant, nurture and celebrate trees. It's our passion to help our dedicated members and supporters successfully plant millions of trees all over America. Each of those trees makes a difference, enhancing communities, our nation and the Earth's environment. And, thanks to the hard work of many of our collaborators, our positive action programs bring very tangible results close to home where trees are enjoyed by millions of people on a daily basis," said John Rosenow, founder and president of the Arbor Day Foundation (as quoted in an April 2007 USA Today news release).

Transparency

The Arbor Day Foundation is open and transparent; it discloses its annual reports and tax returns on arborday.org. This transparency makes the foundation more authentic and trustworthy to its various publics.

Dr. Brad Rawlins of Brigham Young University has a four-component test to measure an organization's transparency. Rawlins' questions to measure perceptions of organizational transparency are based on the information provided, stakeholder participation, accountability and secretiveness.The Arbor Day Foundation's scores on the test meet Rawlins' expectations of transparency.

During a presentation at the 10th International Public Relations Research Conference in 2007, Rawlins concluded that "as organizations become more transparent, they will also become more trusted."

Social media engagement

The foundation uses social media such as Facebook, Twitter and the Arbor Day Blog to spread awareness by actively updating. Derowitsch said, "Social media is playing a bigger role with our outreach practices, and it continues to grow. We currently use Facebook, Twitter and blogs to speak directly to our members and supporters and it allows us to highlight special promotions in a unique way."

Conveying the message

Knowing when to use each strategy is the art of public relations. Whether they use direct mail, print advertisements, television, radio, Internet appeals, cause-related marketing or membership appeals, the Arbor Day Foundation tailors the messages disseminated to make the most impact. Arbor Day Foundation logos, illustrations and event supplies are available at arborday.org. The foundation is accessible; all press releases, fact sheets and PSAs are free and available for the consumer's use.

Communicating with Diverse Publics The Arbor Day Foundation is a great example of promoting goodwill between itself and the public, the community, employees and customers. The organization educates the public about nature conservation and the important role of trees to the environment.

The Arbor Day Foundation is dedicated to working with many corporate partners. Andrew Taylor, chairman and CEO of Enterprise Rent-A-Car, said (as quoted on the Arbor Day website), "no other philanthropic effort we have undertaken has generated as much enthusiasm and pride among our employees as this one. What is more, the pledge became a catalyst for developing the largest, most comprehensive environmental stewardship platform in our industry. So, on a number of levels, this partnership has been a real win-win — for the Arbor Day Foundation and for Enterprise." AT&T is also teaming up with the Arbor Day Foundation to plant trees in the nation's forests. The company is making a donation of one tree for each customer who opts for paperless billing in 2010.

Expansion

The organization manages a high volume of correspondence and transactions with individual members, corporate sponsors and public partners.

As the Arbor Day Foundation grew, adding several new partners and programs in the last decade, leaders recognized the need to replace its aging system with a solution that the IT team could customize to manage interactions with a diverse group of supporting organizations. Mike Ashley, IT director for the Arbor Day Foundation, said in a Microsoft case study, "As we've engaged more supporters, partners and sponsors in connection with new conservation and education programs, our need to manage interactions with various groups has intensified." The Arbor Day Foundation recognized the fact that it has several diverse publics, and took steps to improve communication with the various groups by revamping its relationship management system to "handle the following diverse functions":

• Tree-Planting Event Planning
• National 5th Grade Poster Contest Application Process
• National 5th Grade Poster Contest Outreach
• Replanting Our National Forests Campaign Management
• Tree Campus USA Application Process
• Tree Campus USA Outreach
• Managing Program Sponsorships from Corporate Partners
• Earthshare Government-Employee Donor Program
• Managing Government Appropriations Appeals
• Managing Grant Requests
• Contact Strategy for Prospective Bequest Donors
• Contact Strategy for Charitable Gift Annuity Donors
• Contact Strategy for Major-Gifts Donors
• Managing Mission-Related Product Sales
• Managing Traveling Exhibit Communications and Logistic

(List quoted from "Arbor Day Foundation: Large Nonprofit Cuts Development Time by 300 Percent Using xRM")

Turn awareness into action

"Strength in numbers" is more than a phrase to the Arbor Day Foundation; it is a concept used to create momentum for change. The Arbor Day Foundation's recgonizes the inspiring work of others through Arbor Day Awards. More than 8 million trees were planted in the nation's forests last year. The foundation educates and provides ways for people to take action. Planting trees where they are needed the most, creating effective outdoor learning spaces and saving rainforests are just a few of the ways the foundation encourages people to take action to enhance the quality of life while benefiting the environment. Derowitsch said, "Each year, the foundation recognizes communities large and small throughout the U.S. that utilize best tree-care practices, and the publicity the foundation receives is extremely valuable."

Knowing the ultimate goal and devising a plan to reach it are the first steps to an effective communications plan. The Arbor Day Foundation successfully engages with its publics because it is open and knows how to reach out to the community. It is not only effective in spreading awareness about the organization but also successful in getting people to take action and participate.

Are there any organizations you can think of that use great PR practices?

The Value of Trade Publications in PR

Fri, 23 Apr 2010 12:50:00 -0600

by Madeline Reeves

While mass media publications have widespread readership, the targeted nature of trade publications make the information that appears within them even more influential. What makes trade publications so valuable, and how are they being utilized in the field of public relations?

In our field, “trade journal” is a regularly used term, but more often than not, PR professionals and businesses alike overlook how trade publications are fundamental, how they function as a communication tool and why they remain an indispensable asset to our industry. It is important that we, as public relations professionals, understand that trade journals are in fact the blueprint to becoming informed, effective and successful communicators.

What is a trade journal?

A trade journal is a publication used to target a specific industry, profession, trade or business. The underlying foundation of trade publications is their ability to effectively deliver information that’s of value to those who work in a certain industry. In effect, all content found in trade journals, from the advertisements to the articles, directly pertains to the industry in question.

Unlike general interest consumer publications, trade publications already have an established niche audience and produce corresponding subject matter for that target audience. Therefore, trade publications can cover an industry in more detail than mainstream consumer publications can.

Although trade journals maintain a specialized focus, they offer an extensive range of useful and accurate information regarding a certain industry. Trade journals publish specialized content on various topics including: the latest industry news, noteworthy case studies and research, educational surveys and statistics, special reports, opinion and feature articles and in-depth discussions of new developments and practices within a field. Additionally, if any laws that affect the industry are passed or are currently under debate, a trade publication will usually discuss those laws and the implications for those in the industry.

A unique feature that separates trade journals from other consumer-based publications is their tendency to operate under what is called “controlled circulation,” as opposed to paid subscription. Controlled circulation means that the publishers of trade journals will often send out issues free of charge to qualified individuals within an industry. Additionally, numerous trade publications are also often included with memberships in professional industry organizations.

Trade publications and you

Trade publications present considerable benefits for both individuals and businesses that cannot otherwise be found in major mass media publications. The primary value of trade publications: they are a certified and trusted source of information, they are the largest industry-specific advertising market place for products and services, they contain industry-specific job notices and they provide a system of networking and communication among industry members and organizations.

One of the defining advantages of a trade publication is that the content published within them is generally written by respected, leading members of an industry. Additionally, trade journals often feature contributing writers and expert consultants who provide fresh insight and cross-disciplinary advice. This allows trade journals to be a diverse, yet credible and trusted source of industry information, analysis and perspective.

Another advantage of trade publications is their ability to act as the advertising marketplace for all goods and services within an industry. Trade journals offer advertisers a high level of certainty their target audiences will receive their advertisements.

Maura Jacob, a managing editor at Handley Business Media, which produces more than 30 business trade journals every year, stated that trade journals are not only designed to educate the professionals involved in a given industry, but they also generate a great system of networking.

“Trade publications provide practical information in all areas of an industry, from the best practices and educational policy changes, to new available products and technology. But most importantly, trade journals are key for developing a sense of community among the members of a certain trade,” said Jacob.

A final benefit of trade journals is their tendency to contain industry-specific job notices and opportunities, which is a highly pertinent aspect to most readers. Once individuals start working in a specialized field, it is important that they familiarize themselves with the trade magazines in their industry and subscribe to a number of these to keep up-to-date with any developments in their field. Although some trade journal subscriptions can be costly, the valuable information that lies within them makes the expense worthwhile.

Jacob agreed that individuals should definitely seek out trade journals in their industry. “No matter what trade or business someone chooses to go into, it is important that they actively read trade publications serving their field. Trade publications tend to be the forefront of information within an industry and they are going to keep individuals informed about their particular field; it is something they can use frequently for their benefit and to promote themselves,” said Jacob.

Trade journals and PR

As for the field of public relations, one leading trade publication in the U.S. is PRWeek. As stated on the PRWeek Web site, http://www.PRweekus.com/, “PRWeek has established itself as a vital part of the PR and communications industries in the US, providing timely news, reviews, profiles, techniques, and timely research for in-house and agency professionals.”

Roy Kotcher, CEO of Ketchum Public Relations, could not offer a better testimonial about the benefits of trade publications, PRWeek in particular. “It has never been more exciting and important for those of us in PR — or other businesses, for that matter — to closely follow our industry,” said Kotcher. “PRWeek, through its reporting of industry news and examination of emerging trends, is a must read. Whether it’s spending time every day on PRWeek’s Web site or with the monthly magazine, it helps communication professionals — at all levels — keep up with the profound change and seize the opportunity in our dynamic and important sector.”

Dr. Meg Lamme, a public relations professor at The University of Alabama, says keeping up with trade publications are essential for PR students and soon-to-be PR professionals. “PRWeek and PRSA’s two resource publications, The Public Relations Strategist and Public Relations Tactics, give students a leg up in understanding and preparing for upcoming trends in our field," said Lamme. “These resources are a good reality check. They teach students that what they learn in the classroom isn’t just an exercise – it’s applicable to the real world and they should leverage the opportunites they receive in the classroom.”

For PR firms and professionals looking to establish themselves within the industry, trade journals can act as good leverage to climb up the market share ladder. Trade journals allow organizations the opportunity to establish themselves as industry connoisseurs and directly communicate with other members of the trade. Business and individuals alike can gain name recognition on a national level with top industry leaders and organizations. Not only can organizations establish themselves as masters of the industry through the use of these select trade publications, but they can also generate awareness and drive traffic to their businesses.

Trade magazine publicity can be a vital part of an overall public relations program. Trade publications not only provide growth opportunities, but they can also supply organizations with new and innovative ideas, strategies, statistics and tools to maximize its communications efforts. The expansion of a public relations program through the use of trade publications can result in the creation of a positive reaction to a company’s product or service from its target audience.

Trade publications have been and will remain an invaluable asset to the public relations industry, due to their unique characteristics. Savvy PR professionals should not overlook the value and opportunity provided by trade publications; in fact, it is important we utilize trade journals to better understand and service our clients and for our own professional growth and development.

How else can trade publications be used to our advantage in PR and what should we expect from trade publications in the future?

Sources consulted in providing background on trade publications: http://www.PRWeekus.com, http://www.prnewsonline.com

What is Public Relations?

Fri, 23 Apr 2010 10:55:00 -0600

by Scott Young

We see many articles and blog posts about what PR isn’t, but rarely do we see information about what PR really is outside the classroom. Students seem to be confused as they enroll for PR classes. I hear students in class say, “I am going to be a spokesperson for someone famous or just plan events because I am not a good writer.” While that would be a great job for some, I think it’s important to understand what most PR jobs entail, especially for those of us just entering the PR field.

As I searched for jobs, I realized what many of the potential employers were looking for: several years of PR experience. How do college students expect to land the perfect job without the necessary experience? Many of us will work for an organization as either a lower-level employee or an intern to gain experience. Others will find great jobs with organizations — starting at the bottom of the hierarchy. Most of these positions are not as glamorous as being a spokesperson for someone famous; however, they are good examples of what most PR practitioners believe are the more traditional PR jobs, and they are a great way to gain experience.

As students, our classes require us to spend many nights writing news releases, media advisories, communication plans, campaign proposals and newsletters. I write many of these same things as an intern in the public relations field. My typical days include disseminating messages through social media, outside electronic signs, indoor TV system, Web site, Intranet and e-mail. I am responsible for writing the quarterly e-newsletter, a 12-page publication resembling a magazine. The demand for high-quality production sharpened my writing skills and allowed me to mature as a future PR professional.

What can students expect as they transition from students to professional working in the traditional PR setting?

Most government PR job positions involve using many of the same traditional PR tactics learned in the classroom. I talked with Public Affairs Officer and Chief of Stakeholder Relations Damon Stevenson at the Tuscaloosa VA Medical Center about his perception of public relations and what students can expect as they enter the job market searching for employment.

“I think that solid writing skills are the most important thing recent PR graduates need to have when trying to enter the job market,” said Stevenson. “If someone can’t express themselves in writing without grammatical errors, punctuation errors and other blunders, then they certainly can’t give the impression that they can actually benefit your organization. When I see poor writing from not only PR graduates, but also other graduates, it makes me wonder what they learned in four years of college. I know the writing courses I received in college as a PR major set the foundation for which I’ve built a career as a PR professional.”

Stevenson said having solid writing skills was the key to landing an interview with a reputable company. He said most employers will discard a poorly written resume or application, giving the applicant no chance at an interview.

Due to the large numbers of people searching for employment, today’s job market is very competitive. Students must be prepared for the challenges they will face as they search for employment and as they begin new careers. Stevenson offered interesting insight from the viewpoint of a supervisor in the PR field.

“For someone just entering the job market, they will be expected to be able to write in AP style, use desktop publishing software and help write speeches or develop talking points,” said Stevenson. “The most important thing to remember is to not be too prideful – remember you may be the one who is asked to perform some basic clerical duties that you will wonder why a college graduate is being asked to perform. If you perform these somewhat mind-numbing tasks with the same energy and enthusiasm that you handle other projects, it will show your new boss you are a team player.”

Stevenson said bosses assign basic office tasks to see how new employees will react to different situations.

Stevenson wanted to remind students studying PR that their job won’t always be glamorous.

“Someone has to order punch and cake for a ribbon cutting ceremony or other function,” Stevenson said. “Someone has to secure servers for such a function. There are a million small details that must be addressed for every event.”

Many PR positions don’t include publicity. Stevenson talked about the behind-the-scenes work.

“There is so much work that happens behind the scenes to ensure the success of an event,” said Stevenson. “Even as a manager with 15 years’ experience, I still get my hands dirty with the details. It isn’t all just kissing babies and wearing the right suit.”

What about working for an agency?

Agencies offer more of a variety of daily job tasks because of the many different types of services offered. Some agencies offer strictly PR, while others offer a combination of marketing, advertising and PR. Carol Woodruff, founder and CEO of Checkpoint Marketing, spoke about what her job requires of her on a daily basis.

Woodruff said she finds herself performing many of the tasks most organizations would probably assign to less experienced subordinates. As a small business owner, she wears several hats each day. One minute she’s working with a client to develop a crisis management plan; in the next minute, she’s planning an event at one of the local shopping malls. Most people think small business owners have more free time to do things other than work. Woodruff felt much of her time was spent working on things related to basic operational tasks.

“I do whatever it takes to make things happen,” said Woodruff. “I wouldn’t ask any of my employees to do something I wouldn’t be willing to do. Each day I find myself writing communication plans for my clients, delivering printed materials at all hours of the day and just handling everyday office duties. It takes teamwork from everyone to offer a good service to our clients.”

Are all PR jobs the same?

While these perspectives may not apply to every PR position, they do represent what the majority of beginning PR jobs entail. However, there are exceptions to the rules; some agencies are taking on a new appearance in defining today’s PR field and what daily tasks entail.

Although she’s not a celebrity spokesperson, Phyllis Neill, president and CEO of WeMentor Social Media Marketing, has a job that is “one of those exceptions.” She developed a marketing firm specializing in nothing but social media marketing. Recently, she talked about her perspective of PR and how she came to be the first marketing firm in the Birmingham area that offers nothing but social media marketing to its clients.

Neill felt the PR industry has gone through lots of changes throughout the years, but one of the biggest changes has been social media.

“Social media has COMPLETELY changed the way PR professionals do their job,” said Neill. “For example, in the old days, when I graduated from college (1990), good PR professionals had strong relationships with all the traditional media outlets so that when one of their clients had a press release or a strong story lead, they would reach out to those traditional outlets in hopes of getting coverage. Nowadays, so much of this is handled by social media, since there is a much better opportunity of getting coverage in this manner.”

Neill said many traditional PR firms hope college graduates understand the networking capabilities of social media, in addition to being able to write and edit well.

“Developing a really strong network on LinkedIn is absolutely essential for a PR job these days, as is the ability to think in terms of what’s hot in the industry right now, and how that can relate to your clients’ need for press,” said Neill. “For example, if you are doing PR for a new engineering firm who is looking to get corporate identity recognition press, you must be able to figure out a way to tie in something that is popular in the news currently, and tie it to your client in order to get attention. For example, you might suggest that an executive from the engineering firm lead a free workshop on getting engineering jobs in this economy, and then reach out to your news contacts about this – with unemployment and job searches being a hot topic in the news today, they might be very interested in writing an article on this angle.”

Neill said she spends much of her time networking. She said meeting new people and reconnecting with former colleagues and industry professionals were important; many of her business leads come from networking. She keeps up with changing trends, providing her with the necessary information to give her clients the best possible service.

Whatever your PR passion turns out to be, remember to make sure you are happy with the job you choose. If you don’t like writing, reading, editing and working hard to ensure success, you may want to rethink your career path. I can assure you: your first job most likely won’t be a management position or owner of an agency. Expect to work your way up the ladder.

Now that you know what a few PR professionals in the field think PR is, what is your take?

PR Gives Autism a Voice

Wed, 21 Apr 2010 14:15:00 -0600

by Allison Cook

"One in 11,000 children will appear in a Broadway play. One in 110 will be diagnosed with autism." The message of nonprofit research organization Autism Speaks is clear: autism is more common than we think. April is Autism Awareness Month, and it’s time for Americans to learn the signs.

What is autism?

Autism Spectrum Disorder affects almost 1.5 million children every year, according to the research organization Autism Speaks. Most commonly diagnosed in children around the age of 2, ASD affects one in every 110 children and one in 70 boys. The developmental disorder shows itself in a range of symptoms including delays in speech, social interaction and imaginative play. The cure for autism is unknown, and the causes are debated among specialists, families and scientists.

Autism Speaks aims to increase awareness of ASD, fund research for prevention of autism and support families living with the disorder. Founders Bob and Suzanne Wright started the organization in 2005 after their grandson was diagnosed with autism, and the organization has grown from a small group to the premiere research organization for autism.

“It’s a national epidemic that needs a national voice,” said Suzanne Wright in a public service announcement on the Autism Speaks YouTube channel.

Awareness is essential.

Public relations is imperative to Autism Speaks’ cause. Early intervention helps children prepare to enter kindergarten with their classmates and helps parents learn to cope with the hardships of the disorder. Because early intervention is key to treating children with autism, Americans must be aware.

“Awareness is our first step,” says Dana Marnane, national director of communications and marketing at Autism Speaks. “It then leads directly to involvement and donations to change the future.”

Autism Speaks uses social media, blogs, press releases, feature stories, public service announcements, special events, concerts, fundraising walks and more to raise awareness.

“Learn the Signs”

According to Marnane, the organization’s most successful public relations campaign came from a partnership with the Ad Council and PR firm BBDO New York. The “Learn the Signs” campaign features celebrities whose children have autism and scenarios that bring the reality of autism to the public. The campaign uses billboards, radio spots, public service announcements and print ads to raise awareness.

“Research shows that many parents of young children are generally unaware of autism,” said the Ad Council. “This campaign seeks to educate parents about the growing rate of autism in this country and to ultimately increase the level of early detection.”

Toni Braxton’s “Learn the Signs” ad compares the odds of a child growing up to sell millions of records to the odds a child will be diagnosed with autism. The results: one in 15 million will be as successful as Toni Braxton while one in 110 children will be diagnosed with autism.

Professional golfer Ernie Els, former NFL player Rodney Peete, the Jonas Brothers, Chace Crawford, Jordin Sparks, Fall Out Boy, Marishka Hargitay and other celebrities sponsor Autism Speaks ads to encourage parents to learn the signs of autism, increasing awareness nationwide.

According to Marnane, the campaign “continues to be our strongest campaign having garnered over $210 million in donated media and is credited with raising autism awareness 43 percent.”

Autism Speaks to the public

Although the “Learn the Signs” campaign remains the most popular campaign, Autism Speaks uses many other tools to raise autism awareness.

The Web site’s blog connects with families by providing the latest information on research and autism in the news. Some posts provide a support system with personal blogs from members of the organization struggling with autism to place a face and a voice with the disorder.

Facebook, Twitter and YouTube raise awareness and generate discussion online every day. When Autism Speaks announced a new cartoon character involved in the awareness campaign on Facebook, the post boasted 800 “likes” within one hour. On April 2, World Autism Awareness Day, Autism Speaks posted pictures of people wearing blue to show support, skyscrapers lighting their structures blue and autism in the news. The organization’s YouTube channel offers insight for families struggling with autism and for parents who want to learn the signs.

Walk Now for Autism, a fundraising walk, is one of the most successful tools for autism awareness. Volunteer-driven walks raise money across the country, and more than 80 walks are held every year.

Other PR initiatives for autism awareness include spots on national news stations, articles in magazines, celebrity endorsements on television shows and even a partnership for an episode of NBC’s new show Parenthood, where one family is struggling with their son’s diagnosis. Autism Speaks holds community events, galas and concerts to raise awareness. The most recent concert included performances by Jerry Seinfeld and Bruce Springsteen. Rice Krispies boxes hit the shelves explaining the signs of autism, and Starbucks printed coffee cups with a message from Autism Speaks. Oprah dedicated an entire show to autism awareness, and the United Nations declared April 2 World Autism Awareness Day. Other initiatives include pushing legislation through Congress to prevent health insurance discrimination for children with autism.

Autism Speaks uses public relations to give autism a voice. The “Learn the Signs” campaign makes the likelihood of having a child with autism seem real. Without the Ad Council campaign, social media tools and other PR tactics, many parents could watch their children grow up with the developmental disorder and never know how or when to get help.

Learning the signs of autism is easy. Autismspeaks.org offers resources for detecting the signs of autism. iPhone/iPod applications offer checklists of the signs of autism for parents who think their child may have ASD. If children show at least six of the signs, parents should take their children to a specialist to determine if their child has autism.

Do you know the signs of autism? Have you seen the “Learn the Signs” PSAs on television? How effective do you think the PSAs are in spreading autism awareness?

Cosmetic Industry Takes PR to the Next Level

Wed, 21 Apr 2010 13:53:00 -0600

by Haley Barr

Living in a beauty-driven society, it’s no secret the cosmetic industry is constantly introducing new and innovative products to improve the appearance of women across the globe. Like other businesses and organizations, it is essential for cosmetic companies to utilize PR to build and maintain relationships with consumers.

Even though the overall definition of PR stays the same, the tactics differ for the cosmetic industry. Cosmetic companies take building relationships to the next level by connecting with customers on a more personal level.

Employee passion unites customers
Bare Escentuals is a cosmetic line with products meant to make a positive impact on women’s lives through fun and versatile products that are healthy for the skin, said Nada Antoun, Bare Escentuals public relations manager.

PR is a necessity for BE because new and innovative products are constantly brought to the table, said Antoun. Therefore, brand awareness and exposure are required. In Antoun’s personal experience, she has found that the success of a PR department is defined by the company, rather than the industry; and with support from the executive team, the opportunities are endless.

The BE team uses guerrilla and experimental marketing to reach its target audience. “This generally includes sampling, street-team events, the occasional billboard and a strong, targeted online marketing strategy,” said Antoun. “As of late, campaign messaging has been cheeky and thought-provoking, which is always fun. Also, we love to provide experiences for the customer, which often include make-unders and the opportunity to visit with Leslie Blodgett, our fearless leader.”

Although the marketing tactics are a huge part of the brand’s success, the team truly aims to connect with its customers. According to Antoun, the BE brand is unique because the employees are passionate about the products, and they have personal stories to tell about how the products have changed lives. By creating close relationships, the employees can relate and connect with customers on a personal level.

The team uses Facebook to communicate with its fan base, e-mail to communicate with its customers and is always accessible in the office, said Antoun.

The relationship that customers have developed with CEO Leslie Blodgett is a huge part of the brand’s success.

“She’s been an integral part of the company for over 15 years and has binders upon binders of letters she’s received from customers sharing their experiences with the brand,” said Antoun. “Leslie often calls on customers for advice with regard to new product innovation or ideas for charitable events and programs. They are her extended family in more ways than one.”

It is clear that Bare Escentuals is more than a cosmetic line. The customers trust the BE brand because of the relationships that have been established.

Eco-friendly packaging creates bond
As the leader in earth-engineered beauty, tarte offers the widest selection of healthy cosmetics. The company’s mission is to prove that glamour can be good for you through the use of high-performance naturals. The brand also uses eco-friendly packaging, sustainable resources, charitable partnerships and customer recycling initiatives to help reduce environmental waste, said Kristin Pehush, tarte public relations assistant.

PR is a necessity for tarte because it is the voice of the company. “For instance, a beauty brand would want members of the media to actually try the product being pitched,” said Pehush. “That company would provide the media with press samples for review in magazines, Web sites, YouTube videos, etc.”

In order to reach its target audience, the tarte team develops customized PR plans for the media, celebrity makeup artists and other influencers. Through product launch releases and personalized pitches, the company offers the media a story about the tarte brand.

The company maintains relationships with its customers through its Twitter account, Facebook page, YouTube channel, blog and vlog.

“It’s important that we keep the lines of communication open,” said Pehush. “We value our relationships with our consumers — they make us aware of issues and provide us with valuable feedback.”

With a brand that is good for the skin and environment, it’s no surprise that tarte is successful in maintaining relationships with its consumers.

Social media generates relationships and low prices
A cosmetic company with a different approach is e.l.f. cosmetics, eyes lips face. According to an interview between Brandweek and Ted Rubin, e.l.f. chief marketing officer, the cosmetic company does zero traditional advertising and uses social media instead. The PR tool has allowed e.l.f. to sell its products for as low as $1.

“It’s more than a philosophy, it’s part of our business model and part of what allows us to sell products at the prices we do,” said Rubin in the Brandweek interview. “So it’s not just a philosophy and the reason I point that out is I work with a lot of bloggers, and as bloggers are getting more sophisticated and are earning money from certain brands, they come to me for sponsorships and things and I can legitimately tell them that I can’t do it. It’s not that we don’t want to do it or we don’t want to spend the money there, it’s just not the way we operate."

The company is able to maintain relationships with customers through Facebook and Twitter; and it uses e-mail to offer special incentives and to announce new products.

In order for the cosmetic industry to create brand awareness for new products and establish relationships with customers, certain PR tactics are a must. Sustaining personal relationships appears to instill trust within customers and, in turn, create brand loyalty.

As long as cosmetic companies maintain relationships with customers, does it really matter how it’s accomplished?

Photo by Caroline Beard

Biographies - Fall 2009, Volume IV, Issue I

Mon, 29 Mar 2010 20:48:00 -0600

Biographies for Volume III, Issue II (Fall 2009)

Aly Alameddin - Sugar Land, Texas

Major/Minor: Public Relations/English

Academic Achievements: President’s List (Fall 2007–Fall 2008), Dean’s List (Spring 2007 and Spring 2009), National Society of Collegiate Scholars

Jobs & Internships: Co-Account Executive for Alabama’s Big Read Campaign (Fall 2009/Spring 2010), Intern for The Methodist Hospital (Summer 2009), Intern for UA’s College of Education (Fall 2008), Intern for the City of Sugar Land Public Works Department (Summer 2008), Crimson White (Fall 2006/Spring 2007)

Community Service: Habitat for Humanity, Elves ‘n More

Organization Membership: PRSSA, Capstone Agency, Kappa Tau Alpha

Amanda Aviles - Katy, Texas

Major/Minor: Public Relations/Spanish

Academic Achievements: National Hispanic Scholar, Dean’s List

Jobs & Internships: The Omni Houston Hotel at Westside Marketing Intern and Front Desk Agent, Brand Ambassador for PictureU Promotions and National Guard Paintball Tour, Vice President of Panhellenic of Kappa Alpha Theta (2008)

Community Service: CASA, Capstone Village Retirement Home, Cottondale Elementary Volunteer, Alabama Action

Organization Membership: Capstone Agency, Kappa Alpha Theta Sorority, Phi Eta Sigma Honor Society, PRSSA

Jessica Boyd - Hattiesburg, Mississippi

Major/Minor: Public Relations/Women’s Studies

Academic Achievements: Presidential Scholarship, University Honors Program, National Society of Collegiate Scholars, Golden Key Honor Society, University of Alabama President’s List, University of Alabama Dean’s List, Listed as one of Top 2 Public Relations Students (2007 & 2009)

Jobs & Internships: University of Alabama Undergraduate Admissions Student Recruiter (2007-present); Phelps, Jenkins, Gibson & Fowler LLP Office Runner (Summer 2009)

Community Service: Turning Point volunteer, Take Back the Night participant, Holt Elementary mentor, Say Adios to Domestic Violence project coordinator, Relay for Life team captain

Organization Membership: University Stewards (President 2008-2009), Alpha Chi Omega Sorority (Vice President of Fraternal Relations 2009), 21st Order of The XXXI- Senior Women’s Honor Society, Student Government Association (Public Relations Committee), Freshman Forum Creative Campus Team, Blue Key Honor Society, Cardinal Key Honor Society, Phi Eta Sigma Honor Society, Alpha Lambda Delta Honor Society

Enelda Butler - Tuscaloosa, Alabama

Major/Minor: Communication Studies/Public Relations and Spanish

Academic Achievements: University Honors Program, University of Alabama President’s List, University of Alabama Dean’s List

Jobs & Internships: Intern at UA Media Relations (Fall 2009), WVUA News Intern (2006-2009), Resident Advisor at The University of Alabama (2008-present)

Community Service: Mentor at Holt Elementary School, Volunteer in the Read to Lead Program at Verner Elementary School, Volunteer at the RISE Center, Children’s Hands-On Museum Volunteer

Organization Membership: Phi Eta Sigma Honor Society, Lambda Pi Eta Honor Society

Ashley Ross - Vestavia Hills, Alabama

Major/Minor: Marketing/Public Relations

Academic Achievements: University Honors Program, Phi Eta Sigma, Sigma Alpha Lambda, Gamma Beta Phi, National Society of Collegiate Scholars, Cardinal Key, Golden Key, Blue Key, Mortar Board, Omicron Delta Kappa, President of The XXXI

Jobs & Internships: Internship in Governor Riley’s office (Summer 2007), Intern for the Bruno Event Team (Summer 2008), Crave Chocolatier employee (Christmas 2007), Central Paper Co. employee (Summer 2007)

Community Service: Tutor for Matthews Elementary School (Fall 2007), UA Colleges Against Cancer officer (2008-2010), St. Francis SEARCH Retreat participant (2007-2010)

Organization Membership: Pi Sigma Epsilon – VP of Communications, Public Relations Student Society of America, Capstone Agency, American Marketing Association, C&BA Women’s Initiative Program, Commerce Associate, Marketing and Sales Ambassador, Alpha Chi Omega

Meg Watson - Ellerbe, North Carolina

Major/Minor: Public Relations/Business

Academic Achievements: President’s List (Fall 2007-Spring 2009), Public Relations Academic Achievement Award for Sophomores (Spring 2008), Public Relations Academic Achievement Award for Juniors (Spring 2009), PRCA Outstanding Service Award (Spring 2009)

Jobs & Internships: DCH Health System Communications Intern (Spring 2009), Alagasco Communications Intern (Summer 2009), Tuscaloosa County School System Title III Tutor (Fall 2008-Present)

Community Service: Children’s Hands on Museum, The RISE Center

Organization Membership: PRSSA, ASSCA, Kappa Tau Alpha, Reformed University Fellowship, Alpha Lambda Delta

Jaclyn White - New Oxford, Pennsylvania

Major/Minor: Public Relations/German and Business

Academic Achievements: Dean’s List (Fall 2006, Fall 2007, Spring 2008, Fall 2008 and Spring 2009), National Merit Scholar (2006), Member of NSCS, Phi Eta Sigma, Order of Alpha, Lambda Sigma and Cardinal Key honor societies

Jobs & Internships: Tuscaloosa County PARA Public Relations Intern (Spring/Summer 2009)

Community Service: Delta Zeta’s Speech and Hearing philanthropy projects

Organization Membership: Delta Zeta Sorority, German Club, SGA Special Events Committee

Meghan Zimmerman - York, Pennsylvania

Major/Minor: Public Relations/Computing Technology and Applications

Academic Achievements: Edwin F. Averyt Scholar, President’s List (Spring 2009, Fall 2008, Spring 2008) Dean’s List (Fall 2006, Spring 2007, Fall 2007)

Jobs & Internships: Roda Creative Services: Intern (Summer 2009), The SOURCE Communication Team, Victoria Secret PINK Campus Representative Intern (Aug 2008-Present), PRSA Certification Review (January 2009), National Pan-Hellenic Association: Sigma Rho Chi (Summer 2008), In-Field Promotions: Chili’s Tailgate Tour (Nov 2008), 8 Days A Week: All American Football League (Nov 2007), In Any Event / Foley Agency: Nextel Wireless (April 2007). The Crimson Calling Center (September 2007-April 2008)

Community Service: Turning Point, Speech and Hearting Center, Head Start Program

Organization Membership: The SOURCE Communication Team, Delta Zeta Sorority (2007-2009), National Society of Collegiate Scholars, Gamma Beta Phi Honorary Scholar and Service Society

Crisis Management: Dealing with a Whale of a Problem

Wed, 24 Mar 2010 14:09:00 -0600

by Caroline Beard

For decades, SeaWorld has built its brand around Shamu, changing the aquatic mammal’s image from killer whale to lovable orca. Then last month, SeaWorld trainer Dawn Brancheau was killed by one of the whales during a show, and the Internet has been churning with questions about the safety of the creatures and the stability of the Sea World brand in the wake of this tragedy.

How safe are killer whales?

According to National Geographic, the whales are “one of the world’s most powerful predators.” Nancy Black, a marine biologist with Monterey Bay Whale Watch, agreed in an interview with the Associated Press: “I’ve seen them toss seals 20 feet in the air with their flukes.”

Black also said, “They have never killed a human in the wild. I would think the killer whale didn’t do it intentionally but more as a play thing. They’re so powerful.” The name “killer” actually comes from the whales’ fierce hunting skills in the wild; it has nothing to do with their interactions with humans.

The whale involved in this incident was Tilikum, a 12,000-pound giant with a rap sheet; as it turns out, this particular whale had killed before. In 1991, when he was in captivity at Sealand of the Pacific in British Columbia, Tilikum and two other whales caused a park worker to drown. Then in 1999, after he was transferred to SeaWorld Orlando, Tilikum may have been involved in the drowning of a 27-year-old man who sneaked into the park to swim after hours.

The whale’s history has spawned a slew of online accusations, many calling him a “serial killer whale”, and some even likening the whale to a Taliban terrorist.

How has SeaWorld used communication in the wake of this crisis?

Despite the backlash from the media and bloggers, SeaWorld has seemingly managed to stay afloat. In the initial press conference, the park’s spokesperson said Brancheau “drowned in an incident with one of our killer whales,” but a few hours later, the company released the rest of the details, revealing that the whale had grabbed the trainer by her ponytail and dragged her underwater.

SeaWorld also suspended the @Shamu Twitter handle, explaining that it would be inappropriate to continue posting tweets from a person pretending to be a whale:

In an interview with the Orlando Sentinel, Fred Jacobs, a spokesperson for SeaWorld, said Shamu might not return to Twitter.

“We may never talk as Shamu again. This is something we never anticipated when we gave a voice to Shamu in the first place.”

Sultana Ali, of Massey Communications in Orlando, Fla., agreed with SeaWorld’s handling of its Twitter account in a recent blog post: “As a PR professional, I completely agree with SeaWorld’s decision to, at least temporarily, suspend the account that mimics their world famous whale and instead focus on their overall theme parks.”

Steve Farnsworth, chief digital strategist for Jolt Social Media in Silicon Valley, Calif., also approved of this decision.

“Their immediate response was good. A few hours later, the CEO announced that there would be an investigation. SeaWorld then streamed a press conference live from their blog. They also suspended the Shamu Twitter account and directed people to their corporate account, which was a smart move.”

In the days since the tragedy, SeaWorld maintained an open line of communication on its blog and Facebook fan page. According to Jacobs in the Orlando Sentinel interview, SeaWorld will only censor comments on either page if they are profane or include statements that would be disrespectful or offensive to Brancheau’s family.

“If you were to get on Facebook right now and ask a question about the morality of keeping whales in captivity, we’ll get back to you,” Jacobs said.

While some animal rights activists have posted negative statements about SeaWorld and the park’s business practices, SeaWorld fans have been equally vocal, posting messages in support of the park and relating happy memories and positive experiences.

Farnsworth said, “Historically SeaWorld has this relationship they’ve been building with social media. What happened with this crisis was that a lot of people who have opinions about keeping animals in captivity have come out, and SeaWorld’s relationship with fans comes into play at this point. The fans came to SeaWorld’s defense; the majority of their comments are positive."

Raquel Fuentes, an account executive at Denver-based MGA Communications, discussed SeaWorld’s social media presence in a recent blog post, crediting the brand’s quick reaction time to its past cultivation of a social media presence.

“Because SeaWorld and Shamu already had an online community in place, they were able to react quickly to the crisis and share decisions made by management with the public,” Fuentes said.

The final word: Will the SeaWorld brand sink or float?

Although the initial repercussions of the SeaWorld tragedy cast a negative light on the brand, many professionals agree that SeaWorld dealt with the crisis effectively and will survive without significant, lasting damage to its reputation.

Ali said, “While I’m not privy to its crisis communications plan for when an event such as this happens, SeaWorld has done a brilliant job with its social media efforts and is doing its best to respond to tragedy by scaling back appropriately. I suspect their brand will recover as a result.”

In light of SeaWorld’s social media response, Fuentes agreed, adding that other brands should look at the SeaWorld model.

She said, “Large companies and organizations, such as Toyota, could (and should) learn a lesson from SeaWorld… SeaWorld understands the value of social media and the relationships that can be built through it, and uses those to their advantage, especially during a crisis.”

Kelley Joyce, vice president of Global Corporate Practice at Waggener Edstrom Worldwide in New York, N.Y., discussed the evolution of the SeaWorld story in a recent blog post. She said, “As the story has developed, the opinions of the public and SeaWorld officials have become more frank and realistic than the initial emotional reaction,” and cited the differences between SeaWorld’s spokesperson’s initial statements and the details that later arose.

Emphasizing the importance of truth in corporate communication, Joyce said, “In the end, the most authentic and effective story is the one grounded in reality. Stick to your story or you’ll end up in the deep end.”

Richie Escovedo, director of media and communications for Mansfield ISD, commented on SeaWorld’s open, truthful approach, especially in live-streaming the press conference from the SeaWorld blog:

“I thought this was a brilliant move since it wouldn’t go through a media outlet’s filter or editorial split-screen. They weren’t going to prevent the media from running their stories, nor were they going to stop the angry public from spewing opinions. I believe SeaWorld demonstrated new textbook examples of how to position, explain and share subsequent information during a crisis across communication channels including social media,” Escovedo said.

Steve Farnsworth of Jolt Social Media summed up SeaWorld's management of this crisis:

“Building and solidifying the brand loyalty prior to crisis is invaluable, acknowledging something immediately and taking it to your public, listening and responding to what people are saying—all of that is important. In crisis communication, what SeaWorld’s done is a pretty good model.”

How do you think SeaWorld managed this crisis? Do you think SeaWorld will sink or float?

Negative Advertising: A PR Dilemma

Wed, 24 Mar 2010 13:57:00 -0600

by Kassandra Hannay

In today’s media-filled world, we have grown accustomed to promotional advertising. In a single commercial break, we listen to adverts tell us which products to buy, which politicians to elect and which companies are the best. As consumers, we decide to either take the suggested action or change the channel. As public relations practitioners, we use ads to motivate our audience and encourage action. However, one thing throws us all for a loop and leaves us confused, hesitant and sometimes a little upset: negative advertising.

Many public relations professionals, it seems, flinch at the thought of using negative advertising. It has been viewed as an unethical, ineffective and detrimental form of communication. In the past it has been referred to as “mud-slinging” — a term that defines the use of negative advertising as the practice of making malicious attacks against an opponent or opposing company for one’s own benefit. However, there have been cases where companies have used negative advertising to successfully build their brands.

Negative ads can be a success

In 2006, Apple launched its “Get a Mac” campaign, a campaign that negatively depicts the Microsoft PC as the outdated and troublesome computer. We’re all familiar with the commercial series showing the cool and updated Mac user poking fun at the conservative and boring PC user. The campaign caused Mac’s market share to grow by 42 percent, and in 2007 the campaign won the Grand Effie at the 39th Annual Effie Awards, an award honoring the most significant achievement in the business of marketing communications.

What makes the Mac negative ads effective and not destructive? According to Bob Steinkamp, owner of Finger Lakes Media Strategies in Ithaca, NY, the Mac/PC ads are the way to go if you absolutely insist on going negative.

“I perceive those ads as Apple lightheartedly poking fun at and pointing out the known issues and problems with PCs,” Steinkamp said. “If you’re going to go negative, do it in a lighthearted, fun way.”

Apple isn’t the only one who got it right. The AT&T versus Verizon battle is seen regularly in both of their current ads as well. Verizon’s “Map for That” ads claim AT&T’s 3G network to be inferior to Verizon’s. AT&T retaliated with ads featuring Luke Wilson, claiming AT&T’s 3G service to be superior to Verizon’s.

“There is nothing unethical about Verizon saying their coverage area is more complete than AT&T nor is there anything unethical about AT&T basically saying the complete opposite,” said Rick Sheehy, a freelance communications and marketing expert in Boston, MA. “They base their information on their own sources and it is up to the consumer to make the best informed decision.”

Does this mean that PR practitioners should be thinking more negatively than positively, and, if so, what are the rules that should be followed?

The debate

Although negative advertising can have positive results for companies, public relations practitioners must be able to use them strategically. Going negative at the wrong time in your campaign can create more of a mess to clean up later. Instead of focusing on the competition’s weaknesses, PR practitioners should be focusing on building their brand’s reputation and fostering relationships with their audience.

Marisa Sharkey, director of marketing and public relations at St. Christopher’s Hospital for Children in Philadelphia, said advertisements should promote the company’s strengths.

“Include areas where you ‘beat’ your competitor,” Sharkey said. “For instance, if service from your competitor is often slow and yours isn’t, then your messaging should include fast service.”

Still it seems that going positive is the safer choice when it comes to promoting your company. Marina Shapiro, a social media intern at Eric Mower and Associates, thinks negative advertising can be ethical when used correctly; however, it doesn’t have the same effect as positive advertising.

“You can get more of a response by putting a brand in a positive light than putting another brand down,” Shapiro said. Public relations practitioners shouldn’t necessarily be thinking negatively but instead thinking of the reputation of their company.

Although negative advertising has proven to be successful when used correctly, others still believe it to be an unethical form of communication.

Sheldon Alexander, a marketing director and business professional from California, said negative advertising is not appropriate when you’re trying to build your brand’s reputation. “It’s best to highlight how your products and services benefit your target market in your advertisements so that prospects perceive that as an answer to their problems,” Alexander said.

Regardless of what public relations professionals think and what media strategists say, what really matters is the effect negative advertisements have on consumers. When used correctly, negative ads make your brand memorable and leave a positive impression on your audience. On the other hand, it can cause your audience to feel uncomfortable, and, although they may think more negatively about your competitor, they may also think negatively about you.

According to Stefan Green, a consumer from the United Kingdom, negative advertising says nothing positive about your company. “In my opinion, negative advertising is the last refuge of an organization that has nothing good left to say about itself or its own products,” Green said. “’We can’t sell this on its own merits, so we’ll just have to pull down the competition.’”

Richard Stone, owner of Stone Junction, a public relations consultancy for engineering companies in the United Kingdom, said telling the truth is the bottom line when it comes to creating advertisements. Stone said, “It’s not really an issue of negative advertising, but rather accurate advertising.”

Public relations professionals still debate over whether or not to use negative advertising, but everyone seems to agree that advertisements are most effective when they build on your brand’s strengths. Sometimes building on your brand’s strengths shines a negative light on your competitor. As long as you’re honest and truthful about your claims, it shouldn’t have a harmful effect on your audience.

Do you think negative advertising is appropriate for public relations?