PRWeek Awards Video

Filmed at the annual PRWeek Awards, the following individuals provide insight into public relations:

Richard Edelman converses about PR and its rising connection with social media. He mentions what Edelman has done for Wal-Mart, and his personal blog.
Mary Stutts additionally discusses social media and the difficulties PR professionals face while trying to create positive images for their clients.
Aedhmar Hynes discusses the simplicity of successful PR and the significance of a solid foundation in the essentials of communication.

Fresh New Look

In light of their 10th birthday, ABC News recently refurbished their website, providing readers with an attractive new design. Rich sapphire blue adorns the background and crisp white font fills the page. This virtual face lift to the site looks wonderful and provides a bright location to stay current with the news. Check it out at http://www.abcnews.com/

Best Practices in PR

A multitude of advisory morsels exist in the sphere of public relations, attempting to guide aspiring professionals on their journey to success. However, which ones should be followed? Throughout the semester, I have absorbed every nugget of guidance, and engrossed myself in becoming well versed in the tenet public relations experts strive to live by. Gathering my information from a bevy of resources, here are the most precious best practice jewels on the crown of PR:

1. Harness strong communication skills: Verbal and written communication proficiency represent two crucial components to an accomplished career in PR. Relationships with other PR professionals, journalists, and the media originate with exceptional social engineering skills and communication. In order to create a relationship, and maintain it into the future, you need to hone your communication skills until they are perfect. Verbally, everyone needs to be aware of simple things such as the tone of their voice, sincerity, level of enthusiasm and confidence, breadth of knowledge on the issue at hand, and vocabulary. In regards to written communication, punctuation, grammar, spelling, style, and standard protocol all apply. The U.S. Department of Labor (http://www.bls.gov/oco/ocos086.htm) dedicates a section to public relations specialists, and states, “The ability to communicate effectively is essential.” View their website, and the others listed for additional insight on PR.
http://www.jobweb.com/Resources/Library/Careers_In/Network_Into_45_01.htm
http://www.wetfeet.com/Content/Careers/Public%20Relations.aspx
http://aboutpublicrelations.net/ucgranat2a.htm

2. “You can never consumer enough Media:” These words, spoken by Ruth Fitzgibbons, a principal at The Richards Group, couldn’t be truer. Immerse yourself in a variety of communication mediums, including the Internet, television, radio, newspapers, and news magazines. Genuinely recognize the information disseminated by the media NOW, and read about stories on all topics and from all sources. Fitzgibbons said that by knowing everything going on in the world, you will better understand the culture the client needs to connect with. Additionally she stated, “In public relations, you need to do a match making with the clients message and with the media, celebrities, and cause initiatives.” For possible news websites check these out:
http://abcnews.go.com/
http://www.foxnews.com/
http://www.cnn.com/
http://www.msnbc.msn.com/

3. Develop a strong relationship with the media: The media represents a PR professional’s best friend. Journalists serve as gatekeepers of information, and decide whether to write a story on your client, and give you ink and air time. Hence, for the benefit and success of you and your client, make friends with the media. Show an authentic interest in their work and lives. Fitzgibbons stated, “You need to get face-to-face. People need to go to the greatest extent to get person- to-person communication. It is a lucky opportunity to be face-to-face with a journalist when you are promoting a prominent brand, and helps to cultivate relationships.”
http://www.marketwire.com/mw/recap_mb_ny_1005
http://ec.europa.eu/research/science-society/science-communication/mediarelations4_en.htm
http://www.antimony.co.uk/public-relations-tips-press.html

4. Research: PR professionals need to know every intricate detail of their client’s company, the target audience, and the goals trying to be achieved. The foundation of successful PR rests within knowing everything and anything about your client and how to properly execute the promotion. Additionally, having done homework and being knowledgeable will be beneficial during interviews with the media and journalists. Know specifics about the journalist you intend to work with. Whether quantitative, or qualitative, research must be done. For research tips and information, take a look at these websites.
http://www.aboutpublicrelations.net/research.htm
http://www.workinpr.com/industry/research/

5. Know your competition, what’s going on around you, and what’s going on in your own organization: Because of the fast paced nature of public relations, PR professionals must “Be in the know” of everything occurring inside their organization, as well as with their competition. Familiarize yourself with current trends and techniques being used. Also, converse with colleagues in your own organization to figure out such things as what accounts they work on, tips they have, information on competitors, and any other invaluable information.
http://www.vocus.com/prpro/2002/1002/index2.html
http://www.bulldogreporter.com/dailydog/issues/1_1/dailydog_pr_spotlight/5759-1.html
http://www.aboutpublicrelations.net/uckelly8a.htm

Overall, these 5 best practices encompass the fundamental concepts of successful PR. Of course others exist, however from my interviews, in class lectures and guest speakers, and research, I have come to find these are the key to achieving desired outcome in public relations.

Rising Stars and the Look-Look Challenge

Entrepreneurs ooze with ambition, passion, and enthusiasm. From Internet start up companies, to crafty inventors, inspired hopefuls are taking control of their futures and dictating their destinies. To me, an entrepreneur is someone who not only creates their own company, but is instilled with devotion and drive. They have zeal in them to reach their aspirations, and courage to take risks.

Look-Look,(http://www.look-look.com/dynamic/looklook/html/index_.html) a company based out of Los Angeles, California specializing in the promotion and research of youth cultures, became fascinated with the sudden rise in entrepreneurial spirit and proposed an SMU challenge to our class. Look-Look requested we examine the increase in entrepreneurs in the age bracket of 19-35, and delve into the basis of their contentment, beliefs, and work ethic. What is responsible for the high numbers of entrepreneurs?

SMU, a private university located in Dallas, Texas, embodies the quintessential environment to encourage entrepreneurialism. This privileged university prides itself on high academic achievement, community involvement, and a sound alumnae network. Additionally, SMU harnesses strong social networking skills and connections, in turn opening doors for many eager students.

The Cox business school, ranked number 16 worldwide by Business Week, fosters devotion, integrity, and creative execution in its students. Signifying the foundation for many successful entrepreneurs from SMU, the Cox business school offers a wide range of undergraduate and graduate programs, and its faculty has received accolades for sharing their real-world wisdom with the students.

Most college students rarely relish in doing their laundry. Blake Mycoskie, SMU graduate, was one of these people. An invigorated entrepreneur, in 1997 Mycoskie created EZ Landry, an on-campus laundry service that caters to college scholars. Moreover, sorority girls adorned themselves in promotional t-shirts, increasing awareness and extending the company nationally. Mycoskie was directing eight trucks, 40 employees, and laundry services for seven universities. The simple idea of a laundry service blossomed into a full blown successful company, thanks to the entrepreneurial character of one student. Mycoskie accredits his savvy business skills with his classes at the Cox business school. On the Cox website, Mycoskie stated, “The Cox family is a strong and diverse one. Furthermore, everyone is very supportive and more willing to open up their network to those who ask.”

Now 25, Mycoskie recently introduced TOMS (http://www.tomsshoes.com/), “the most ethical shoe” currently being produced that arose from inspiration of shoes in Argentina created out of natural fibers and in “sweat-shop free conditions.” Mycoskie has also recruited the assistance of top celebrities to help in the promotion, and hopes to donate one million shoes to children in need over the next several years.

I feel confident that SMU will breed a multitude of successful and ambitious entrepreneurs so keep you eyes peeled for hungry business hopefuls.

Blogossary

Blogs, blogging, and bloggers are all terms once foreign to computer users, however now understood by the average person. But what about expressions such as, “Dooced,” “Blogorific,” “Plog” or “Splog?” Blogging has inspired a novel terminology amidst the technologically savvy, placing an entirely new spin on Internet dialect. I found www.blogossary.com, “the blogosphere’s dictionary” which is essentially a website dedicated to defining blogging lingo. It has a bevy of interesting jargon and is incredibly interesting. Take a look!

How to Increase Traffic to your Blog

From the latest technology to juicy celebrity gossip, an astronomical number of blogs exist. People want to chronicle their observations and ideas, current events, and all that pertains to their realm of expertise. Bloggers want to share passion instilled words with others, and not only provide a window into their personalities, but create invaluable networking opportunities. So this made me wonder, what makes a great blog?

Tips:
1. Have something to say: anyone can create a blog dripping with wit, eloquence and seemingly interesting material. Unfortunately many blogs have nonsensical prattle and don’t grab reader’s attention. Blog posts should be relevant, well written, interesting, and enthusiastic.

2. Be Current: People will read your blog if you post regularly. Updating frequently will generate followers because people will notice you are current and thus track your blog and postings.

3. Read and comment on other blogs: Read blogs that entertain the same ideas as your blog, and then leave genuine and thoughtful comments. This will help you learn more, create relationships, and provide a chance for you to invite people to visit your blog.

4. Proofread your posts and make sure you have shrewd editing skills.

Sweet Success

The Richards Partners, the prominent and thriving PR branch at The Richards Group located in Dallas, Texas performed a case study on their Cherry Vanilla Dr. Pepper Launch. Because this novel taste signified the first flavor launch in over 100 years and needed proper exposure, Dr. Pepper looked to The Richards Partners for assistance.

The Richards Partners coordinated a soda fountain themed launch, coupled with appearances by “Elvis,” “Marilyn Monroe,” and the University of North Texas marching band. Additionally the press received multimedia news releases and custom Cherry Vanilla Dr. Pepper gift baskets filled with product and promotional items. Finally, to further endorse the new product, for every Cherry Vanilla Dr. Pepper sampled Dr. Pepper consented to contribute $1 to the American Red Cross.

The Cherry Vanilla Dr. Pepper launch orchestrated by The Richards Partners symbolized a successful execution of a PR promotion that reaped tremendous benefits. Due to their dedicated efforts and creativity, post launch, sales tripled the originally anticipated figures. This proves that when an innovative strategy is applied and correctly positioned, positive results ensue. For further details visit The Richards Partners website at http://www.richardspartners.com/Home.aspx

The Power of Word of Mouth

At the WOMBAT 2 conference, or Word of Mouth Basic Training, John Bell of Ogilvy PR, discusses the idea and energy of “word of mouth” in public relations today. He emphasizes the need to strengthen word of mouth as well as determine ways to quantify its results through promoter scores and web metrics. Bell introduces the idea of co-creation, as well as provides insight into his inspiration of the genuine nature behind word of mouth.

Additionally, it seems that word of mouth today encompasses blogging. Posting ideas, observations, and comments on blogs represents a modern day word of mouth in the sense that a great deal of people trust what they read on blogs. Having said that, do blogs indeed signify a contemporary approach to word of mouth?

Blog postings, while mostly credible, should be taken with a grain of salt. They can be great information guides, facilitate networking and relationship building, and introduce new ideas, technology, and news. However, unfortunately you can’t always trust what you see on the Internet, so taking caution is necessary.

Who can You Trust? Social Media in Asia Pacific

Jeremy Goldkorn of Danwei TV, presents “Who can You Trust?” in an interview with Alan VanderMolen , President of Edelman public relations for Asia Pacific. It discusses the recent disclosure of a study performed by Edelman that involves determining the level of trust between “media, the government, NGO’s and other stakeholders in China and the Asia Pacific Region” through 120 in-person interviews. The dialogue poses questions such as, who do Chinese opinion leaders trust, and what does the future hold for China’s media?

Located in the heart of Beijing’s central business district, this interview captures viewer’s attention as it provides insight into the foundations of trust in china, significance and impact of blogging, and emergence of social media.

Learning to Heal

As I researched Heal magazine, a publication devoted to life after cancer, my mind flooded with past memories of my grandmother and her arduous battle with breast and liver cancer. She became diagnosed with breast cancer in October of 2001, and then it metastasized into liver cancer, taking her life in June 2002. I thought to myself, what would she have wanted to see in a magazine like Heal?

Mission of Heal's Blog: To present cancer patients, cancer survivors, and their friends and family with a space to receive inspiration, hope, guidance, and new information and insight.

Cancer Blogs:
My Breast Cancer Blog
http://grove.ufl.edu/~johndon/blog/
The Cancer Blog
http://www.thecancerblog.com/
Erin Zammett Ruddy Blog (editor at glamour with leukemia)
http://www.glamour.com/lifestyle/blogs/editor
Chronicles of a Cancer Survivor
http://www.preservationrecords.com/blog/
Too Sexy for My Hair
http://toosexyformyhair.com/
A Woman of Many Parts
http://womanlyparts.blogspot.com/
Cancergiggles
http://www.cancergiggles.blog-city.com/

Heal’s blog should be designed with optimism, support, and brightness. Those who have survived and those who are in treatment for Cancer, need to see that there can be quality of life after cancer. I found a great blog called “Cancergiggles,” which provides guidance to the diagnosis and acceptance of cancer and the road ahead. It views cancer with a less serious approach and contains multiple anecdotes, links to health related and life questions. The candid voice of the writer makes it feel as though you are having a conversation with them and that in itself creates a comforting feeling. I

Also, the blog titled, “Too sexy for my hair: a young woman’s cancer blog” would be a nice addition. The author, 29-year old Lori Miller, states the mission of her blog as “Too Sexy For My Hair is a place for anyone that has been touched by cancer to come celebrate, honor, or remember life.” This blog would be an excellent addition because of Lori’s young age, fresh and optimistic outlook, and honest postings about her battle cancer. Heal needs to be geared towards cancer patients and survivors of all ages and I think this website would serve as an excellent forum for honesty and inspiration.

“The Cancer Blog” blog should be incorporated to Heal’s sidebar. This informative blog sheds light on treatments, an alphabetic list of various cancers, current news, what to expect, prevention, celebrity diagnosis, and links. With such an ample variety of options, this blog provides thoughtful knowledge and resources that would enlighten and encourage those affected by cancer.

Design:
1. a relaxing and calm color palate for the template (Soft greens, blues, and yellows)
2. There should be categories of testimonials, different types of cancer, advice on coping, new technological and medical advancements, and platforms that will welcome discussions.
3. Sections focusing on mind, body and spirit
4. Links to other blogs and useful websites

5. Serene and peacedul images should adorn the website

The blog will be beneficial because I envision it as a forum where people can read testimonials, have discussions, seek advice, and gain hope.

Food For Thought

Web 2.0

After delving into several websites I came across the phrase, “Web 2.0” and this novel term infused me with curiosity. Web 2.0, a term created by O’Reilly and MediaLive International, has been widely debated and questioned as to what the exact meaning is. Tim O’Reilly defined it as, "Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects to get better the more people use them." Companies and social networks in this phenomenon include Wikipedia, Youtube, Flickr, blogging, wikis, and folksonomy. He also stated,

“The core competencies of Web 2.0 companies:
-Services, not packaged software, with cost-effective scalability
-Control over unique, hard-to-recreate data sources that get richer as more people use them
-Trusting users as co-developers
-Harnessing collective intelligence
-Leveraging the long tail through customer self-service
-Software above the level of a single device
-Lightweight user interfaces, development models, AND business models”

To gain a further understanding of Web 2.0, take a look at this innovative video.
For more information take a look at the O’Reilly website:
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

Inspiration on a Personal Note

Where does inspiration come from? What creates that feeling of excitement that thirsts for knowledge and success? For, me it came from a very personal place. After watching my brother, John Hering, establish a start-up mobile security company, Flexilis, and truly being inspired by his passion and overwhelming sense of entrepreneurialism, I realized technology really appealed to me. I find the enthusiasm, drive, integrity, and incredible innovation among technology companies infectious, and aspire to further pursue PR in that area.

That having been said, I was thrilled when our professor introduced Scott Braradell, founder of Idea Grove, a public relations agency, as our speaker for Monday’s class. Braradell’s impressive background of communications coupled with technology, includes serving as Vice President of Corporate Communications for Pagenet, a wireless communications firm, as well as co-creating Brightpod, a technology consulting company.

Being knowledgeable in the realm of blogging, Braradell launched a blog that he said, “combines journalism and PR with cutting edge technology.” He feels that blogging is extremely beneficial in the corporate world for it not only facilitates networking with new clients and professionals, but also reveals knowledge of contemporary technology. Braradell said within five years, blogging will impact everything companies do, and most will hop on the technological bandwagon.

From Braradell’s insights, to my brothers encouraging words of wisdom, I am learning now more than ever how prevalent and valuable blogs are. After several weeks in this class, I genuinely appreciate how blogs can aid relationship-building, contribute to comprehensive understandings of technology, and function to illustrate all that writers wish to share. I learn something new everyday with my blog, and look forward to maintaining it well into the future.

http://www.flexilis.com/
http://www.ideagrove.com/blog/index.html

Media Relations Strategies

The distinguished and aptly named “Father of Public Relations” Edward L. Bernays stated, “Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” This articulate definition outlines the basic foundations behind the profession of public relations. However, while informative, it too provokes vital questions -how do PR professionals delineate polices and gain public acceptance? How are messages and campaigns delivered so that positive light sheds on the client? Through research, I have discovered a key component to successful public relations: a close relationship with the media.

Vocus PR Pro declared, “The key to successful media relations lies in your relationship with reporters, and one step to building that relationship, is understanding how you can be their resource instead of an undesirable distraction.” How true this is. In today’s high-tech and sophisticated world, an array of communications mediums exists, ranging from print to broadcast to radio. The journalists and media persons in charge of the “ink” and “airtime” symbolize gate-keepers who hold the golden ticket to story dissemination. Because they represent the vehicle that will spin and deliver a PR firm’s message to the public, it is crucial that a close, yet ethical relationship between a PR professional and the media exist.

Wetfeet.com stated, “Those who do well in PR have strong communication skills, are articulate both with the written and spoken word, are able to understand a variety of people, are confident, and quick studies—you'll need to learn quickly what your clients do in order to communicate their messages effectively.” In other words, one obvious way to initially connect with the media is to have a comprehensive and sound understanding of the message you intend to pitch. If a PR professional calls a reporter trying to deliver a story, but no awareness on the issue or significant details exists, the call would not only appear as a waste of time, but also discrediting and unappealing to the reporter. Hence the PR professional should demonstrate prior knowledge of the reporter’s expertise, be well versed in the message they are selling and make it worthwhile for the reporter. Over time and through continuous contact via e-mail, voice and face time, a useful and productive relationship between a PR professional and reporter can emerge and serve both parties well.

Kay Bransford, VP of marketing and communications for Vocus provided a great suggestion, “Your Web site is the perfect medium to serve journalists when you cannot be available, and it is also the perfect place to set up a dialogue. By including a section in your newsroom that allows journalists to sign up for certain types of news that your organization provides — such as different products, regions, and subjects — you can begin to build relationships with new reporters.” Since their recent entry into the realm of social media, blogs have become an increasingly popular and functional means to provide and receive information. Hence, as Bransford recommended, a great way to showcase technological expertise as well as initiate a relationship with a reporter is with a blog.

With determination, good communication skills, knowledge and confidence, PR professionals will continue to form lasting relationships with the media and provide the world with stories and messages. For more information on this topic and the people and websites mentioned above, take a look at these links.

http://www.vocus.com/PRPro/2002/0102/index2.html

http://www.wetfeet.com/Content/Careers/Public%20Relations.aspx

http://en.wikipedia.org/wiki/Edward_Bernays

Blogging as a tool for PR

The emergence of blogging as a tool in corporate communications and public relations signifies an excellent way for firms to do everything from tracking the amount of people that visit and post on their blog, to communicating and receiving helpful feedback on the topics posted.

As I browsed through several PR blogs, I noticed that the phenomenon of blogging has penetrated the corporate world, now appearing to be a widely accepted and used form of social media. The basic journal style of blogs allows readers to feel close and ironically intimate with the author’s postings because the information is basically delivered through “word of mouth.” In other words, readers feel more inclined to trust something posted on a blog because the words represent a direct opinion or experience, as opposed to a generic advertisement.


Companies can now use blogs not only as a tool to position themselves on the map, but also to sell their actual selves. For example, Richard Edelman, president and CEO of Edelman, the largest independent public relations firm, has a beautifully executed blog with detailed and well-written postings. Edelman’s latest posting concerned his observations from the recently attended World Economic Forum in Davos. Edelman’s blog about the World Economic Forum delivers a high sense of credibility for he cites the vital issues, themes, and topics discussed at the forum. Another instance of credibility granted through a blog posting occurs on Hill & Knowlton’s blog. Multiple postings dealt with opinions and reflections about the Internet and its relation to PR, advertising, and the new jargon entering the scene. One titled, “What is internal communications?” described everything from the definition of the term, to Hill & Knowlton’s own interpretation. The postings read like conversations, not gimmicks in an attempt to sway a reader’s opinion one way or the other, and thus have a stronger sense of truthfulness founded on real testimonial. Blogs embody a new era of communication, and thus companies adapting and participating in the new advancements illustrate their desire to learn, develop with technology and essentially enhance their reputation. Additionally, Hill& Knowlton’s blog listed the number of people who viewed, as well as posted on each article, thus they have used their blog to track the volume of readers- very smart.

Other ways in which blogs contribute to the promotion and growth of firms include the actual set-up of the blog. Polished, professional, organized, and articulate blogs display the idea that the maker not only has the knowledge to create the blog, but also to maintain it. In today’s world, technology advances and thrives at a rapid pace, thus being well-versed and having expertise with new technological practices can be of great value. Burson-Marsteller, another renowned public relations firm, also has a well-designed blog with links to the firm’s main website. By doing this, readers if so inclined, can explore the main website and see the many prestigious awards presented to Burson-Marsteller. Hence, blogs represent a great way for firms to tout their achievements and network with other business professionals.

My generation grew up with computers and the Internet at our tiny fingertips. Being born in an era which fostered the birth of booming technology, places the expectation upon America's youth to have a clear understanding of it and essentially be technologically savvy. I’m thrilled to have the unique opportunity to take this blogging class and look forward to learning more as well as maintaining my blog into the future. For more information take a look at these blogs mentioned above.

http://blogs.hillandknowlton.com/blogs/

http://blog.e-fluentials.com/

http://www.edelman.com/speak_up/blog/

http://www.burson-marsteller.com/pages/home

Wacky PR Campaigns: "Anything Goes Deal"

Our most recent assignment was to research PR campaigns that were unique and strayed from the ordinary paradigm most firms follow. Amidst my findings I came upon a quote by Mark Thompson that seemed like a tiny pearl of wisdom. "Viral marketing is the key to your success. Find something that people will find funny and amusing and want to show their friends and you are halfway there." Uniqueness and individuality seem to be the key in today's world concerning marketing and PR- here is what I found.

On January 1st, Domino's introduced their "Anything Goes Deal" in which diners can order any large pizza with toppings and crust of their choice for $9.99. To further promote this delectable deal, Domino's decided from January 1 through February 5 to sell everything from iPod nano's to flat screen TV's on ebay.com for only $9.99. A little wacky? I think so. This attempt to gain exposure on the "Anything Goes Deal" strikes me as attention-grabbing ,to say the least; For not everyday can you buy a high-end electronic such as a flat screen TV for a mere $9.99, the same price as say, your Domino's cheese pizza. This promotion elicits the saying, "Its too good to be true," for in order to actually purchase the prizes for $9.99 one must partake in an online treasure hunt on e-bay.com, putting forth a considerable amount of effort and time to crack the codes and find the elusive prizes. The treasure hunt appears to be a clever way to entice customers to familiarize themselves with Domino's and e-bay.com. And since the promotion represents something incredibly unique, this taste of distinctness will hopefully whet the appetites of consumers to take a closer look at both companies. To find out more visit their website at: http://www.dominos.ebay.com/

After viewing a variety of blogs, I now have a better sense of their overall makeup and purpose. While currently I feel like a neophyte in regards to blog sites, I am really looking forward to learning more about them becoming well versed in how to create and maintain a blog. I think this class is going to provide an excellent opportunity to take a closer look and gain a new understanding of this up and coming area of technology.