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Ok, so sorry to all the people reading this rolling their eyes, but I had to. Last night at midnight I went to see Twilight Eclipse. In case anyone has no clue what I am talking about Twilight is a book series that is still in the process of being made into all the movies. Twilight is a drama love triangle with teenage vampires, werewolves, and humans. The movies have caused the whole nation to be asked by advertisers to pick sides between the two boys in the love triangle Edward and Jacob.
The movie came out June 30th. The movie was directed by David Slade. Theatres all over the nation had people standing in lines for hours to watch the movie. Three of my friends showed up at 9 PM, and stood in line until 11 PM. I personally think that standing in line for three or even two hours is a little too hard core. I showed up at 11 PM. We were lucky to get our six seats relatively close together. I am hooked on the movies, so I liked the movie. However I thought that Jacob, played by Taylor Lautner, was awful. Turns out I’m not alone in my critique. One user from a website reviewing the movie said, “Jacob is pedophile and a creep.”
On the other hand, my 14 year-old little sister thought that Jacob was the best character in the whole movie. I think that you will just have to see the movie and decide for yourself.
During this week we were instructed to watch the podcast “Marketing over Coffee,” which aired on June 24th. The podcast was about 25 minutes long. Christopher Penn and John Wall led the podcast. They went over different media topics.
They discussed WordPress 3.0. WordPress 3.0 is the newest version of WordPress. WordPress is the site I used to write this blog. There are various changes in the new version:
- Custom post creation – that eliminates problems with confusion of posts and pages.
- There is now a different back end.
- There is no longer a multi user.
The next topics they discussed were Google analytics and Feedburner. Google analytics helps track advertising through social networks. Now you can customize Google analytics with Feedburner. Feedburner allows advertisers to know more about who is visiting the social media sites. They discussed how they were able to use this application to find out that the podcast was getting .5 million downloads and 700,000 downloads for eBooks. Google also made another change by opening Google Voice to the public.
Even with the Droid and all the other iPhone look a likes, Wall and Penn still discussed their amazement with everyone’s obsession with the latest iPhone. They discussed how Apple stores and Wal-Marts had huge crowds that even got a little out of control.
The last topic discussed was the currency in China. The US dollar usually affects currencies around the world. As the US dollar fluctuates many other currencies do to. China has finally detached from the US dollar. China’s Yuan is much more stable. This all means that China is much cheaper. China is a great market right now, but Wall and Penn recommended having a translator especially if conducting marketing business in China.
I think that podcasts are a different way to stay up to date in the world of communications. I don’t mind staying up to date by reading PRdaily or looking at other blogs, but I prefer to be able to listen instead of read. I paid more attention listening to the podcast then I usually do reading because I tend to skim. When information comes in many different ways it stays entertaining.
Diverse Age Groups:
- Youth and Young Adults (15-24) – Children and teenagers influence parent’s buying decisions. Use importance nagging to appeal to parents’ desire to provide the best for their children. This age group are the electronic media consumers.
- Baby Boomers (42-60) – They grew up in an age of prosperity and represent a large number of consumers. “This is a generation most likely to get involved in a cause.” They are concerned with retirement, personal investing, health care and insurance.
- Seniors (>64) – They make up 12% of the population. When appealing to seniors ignore “old folk” stereotypes. With more experience they are less easily convinced. They are extremely health conscious.
Public relations professionals need to understand multicultural values. For example, three minorities, Hispanics, African Americans and Asian Americans similarly have strong family and friend bonds and also take pride in music, food and religion.
A new demographic that is growing is the Gay/Lesbian community. Certain medias are aimed directly to this demographic such as magazines Out and Advocate.
“Public opinion is a collection of views held by persons interested in the subject.” Meaning a person who is uninterested or maybe even unaware of a topic is not a part of public opinion.
Opinion leaders: People who are knowledgeable and communicate about certain issues. Described by sociologists as:
- highly interested in a subject or issue
- better informed on an issue that the average person
- avid consumers of mass media
- early adopters of new ideas
- good organizers who can get other people to take action
Persuasion is used for three things:
- change or neutralize hostile opinions
- crystallize latent opinions and positive attitudes
- conserve favorable opinions
There are certain persuasion techniques taken with public speaking:
- Yes-yes – Start out with points the listener will most likely say yes to; this will encourage the listener to say yes at the conclusion.
- Offer structured choice – Give the audience two options — A or B.
- Seek partial commitment – Earn commitment of a small task from the listener that will encourage the listener to commit to the main conclusion.
- Ask for more, settle for less – When submitting a part of a program to a public relations manager, be prepared to drop parts of the program.
Our teacher had us look at her slide show about Public Relations During Times of Crisis. She defined crisis as “a nonroutine event that risks undesired visibility that in turn threaten significant reputational damage.” I understood this as anytime the corporation is faced with an event that may that may disrupt operations or credibility. Some examples could be a flood in the building or even an employee being accused of being a sex offender. There are two main aspects I got out of the slide show: preparation and communication.
Planning puts everyone at ease. When people know what they need to do in a time of crisis, it makes the event a little less stressful. Planning also keeps things organized. To plan accordingly a crisis communication kit should contain 7 must have elements.
- A list of members of the crisis management team
- Contact information for key officers, spokespeople and crisis management team members
- Fact sheets on the company, each division, each physical location and product offered
- Profiles and biographies for each key manager in the company
- Copies of the company, division and product logos, the press release format and the scanned in signature of the CEO on disk
- Pre-written scripts answering key questions that have been generated through the crisis scenario analysis
- Contact information for each of your key media contacts both locally, nationally and if appropriate, key financial press and analysts
If none of that made sense, I simplify it. A crisis plan can be as simple as an evacuation plan. For example, my family had a plan to meet by the mail box if there was a fire in our house. When it comes to communication the plans allow people in charge of the resolving the crisis to have enough information to answer many questions.
Communicating is very important. The corporation should not keep things secret it looks specious.
- Tell it all
- Tell it fast
- Tell them what you’re doing about it
- Tell them when it’s over
- Get back to work
The bottom line be prepared, and if something goes wrong, don’t try to hide the problem; fix it.
Evaluation: How results are compared to original objectives. ” . . . the systematic assessment of a program and its results. It is a means for practitioners to offer accountability to clients — and to themselves.”
Advertising Ecquivalency (AVE): the value of message exposure. A comparison is made between advertising (amount and costs) and stories in the news. Many people say this method does not work simply because the two factors cannot be compared. However many companies still trust this method.
- Audience Awareness – Measure the audiences understanding of messages by asking the audiences questions about the content of the message either directly after or the day after.
- Audience Attitudes – base line studies measure attitudes of audiences before, after and during campaigns
- Audience Action – people can’t just know about the issue or product; they must act!
Last week our teacher gave us an assignment to start a twitter account and use it for a week. I was very unsure about this assignment. I love Facebook, but I had heard that using twitter was more difficult. When I first began the account my fears proved to be true. I didn’t understand why everyone used @ symbols. The most confusing part had to be everyone writing RT everywhere. My boyfriend’s name is RT, so you can see why I didn’t get it. I listened to the lectures our teacher gave us to help with twitter and things got a little easier.
Once I understood most of the symbols, I had to learn how to follow conversations. My profile would only show what I wrote, so I had to check my account very often to see if other people had commented on my tweets. This proved to be a little challenging because so many different tweets would pop up at once.
I think the night that I got into using my twitter account the most was one of the NBA finals games. Before the game I checked my account, and I saw many people had been tweeting about who they thought would win. I decided to keep my account open throughout the game. I was replying to tweets and writing my own. Comments were coming back to my page consistently. I finally was able to see how it really worked.
After that night I got more into twitter. I checked it a couple of times a day. I was most excited to reply to other people’s tweets. I liked how they would comment back in minutes, or if someone had a question I was able to quickly answer with some suggestions (or vice versa). Twitter really does allow someone to get thoughts out to many people who in return have the ability reply instantly. I decided I would keep my twitter account. I am going to publicize my blog on my account in hopes of getting some more readers. I also want to use twitter to try to find future job or internship opportunities. I have already noticed a few people advertizing some internship spots I would be interested in. Now I feel like I can use twitter for more than I ever though I would be able to.
Follow ME on twitter.
This chapter is about the different types of communication, and how communication works in public relations. An important form of communication is two-way communication where communication is balanced between the sender and receiver. The most effective form of two-way communication is a face-to-face conversation. While mass communication is best to reach the masses, it cuts off immediate feedback.
Types of audiences:
- passive audiences: look at messages for entertainment and look at messages when “doing little else’ (bored)
- active audiences: seek information therefore need more sophisticated messages
Write for clarity.
- Use symbols, acronyms, or slogans: offering simplicity of messages
- Avoid jargon: messages need to be written for a wide variety of audiences
- Avoid clichés and hype words: can undermine a message
- Avoid euphemisms: say what you mean
- Avoid discriminatory language: don’t offend people
So I have just started out with twitter, and I’m doing OK I guess?! The thing that confuses me is that twitter seems like a continuing facebook status update. My facebook statuses usual consist of song quotes, quotes from a funny night, or statements like “BORED!” I know that these aren’t appropriate for twitter mainly because most people don’t want to read them. People want to read tweets that are interesting, teach them things, or even start conversations. I finally found some answers at Don’t tweet that: How not to be a twitter dork.
Bartz and Ehrlich explain how some tweets that have too much information (tmi) that can offend or even make people angry. They write out a common tweet, explain what is wrong with it, and then give suggestions for a better alternative. The bottom line was not to brag, talk bad about people, or go to far into your personal life. Ask questions to start conversations. Give suggestions about good places to eat rather than complaining about a tummy ache. Twitter is not a facebook status; I’ll get the hang of it eventually.
“A public relations program plan identifies what is to be done, why, and how to accomplish it.” Plans include eight basic elements:
- Situation – The three situations that most often apply are the organization must conduct remedial program to overcome a problem or negative situation, the organization needs to conduct a specific one-time project situation, or the organization wants to reinforce an ongoing effort to preserve its reputation and public support.
- Objectives – There are informational objectives which increase public awareness and deliver key messages and motivational objectives which are bottom-line oriented.
- Audience – Specific publics are chosen as target audiences based on demographics such as age, income, gender, ect.
- Strategy – How an objective is to be achieved with guidelines and key message themes.
- Tactics – Specific activities and strategies of operations
- Calendar/timetable – Just as it sounds: dates set out for the project
- Budget – How much money will be spent that is broken up into staff time and out-of-pocket expenses.
- Evaluation – Were the objections successful?