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