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