“Creative”-ly Expressing Through Press Kits

With the use of computer technology, creatively putting together a conventional press kit tends to be overlooked and overrated. Why struggle with your creative side when you can easily direct a potential client, reviewer, etc. to a website, Facebook page, or blog.

Chandelier Creative, a full service creative agency, designed a press kit for their event intended to get their name into the public….and of course to celebrate the holidays. The “Invitation” resembled a more modernly funky funhouse complete with cutout members of the Chandelier Creative team having a grand ol’ time at a party. It also included some of the clients they have worked with in all areas of promotions: Bvlgari, Club Monaco, Nars, 7 for all Man Kind, etc. Bright colors, witty slogans and overall design of this press kit has left many invitees, and those that follow, curious to find out if the décor of the party, or event, will be a comparable match to the invitation.

“The best ideas come form a little idea on a post-it note.  I’ve noticed we do our best when everyone is traveling, and everyone is gong out, and everyone is seeing art galleries and movies and books,” explains founder Richard Christiansen in an interview (LOOKBOOKS).

Too often, people think of the press kit as literally a package of information in folder.  They were an easy way to share a comprehensive look at a business, but were notoriously cumbersome.   A reporter could wake away from a trade show with a case full of press kits from numerous companies which, to be honest, anded up in the recycling bin anyway. 

Companies and promoters became savvier developing kits that were more elaborate and eye catching.  Now, folders contain multimedia information with CDs, content on a flash drive, freebies, etc. that spark curiosity with reporters and media. Focusing on key elements while creating a memorable press kit is as important as having a website, Facebook page and Twitter account.  Creatively express and you will be remembered!

How students can change their social media tactics

These days, it seems like every public relations professional is using social media to their advantage, whether it be to promote a certain company, give information about a specific campaign or to get up-to-date stories and news. But, more and more students and other people trying to get their start in the public relations world have also caught on to the social media phenomenon. What I’ve been noticing lately is that students are not using social media, like Twitter and Facebook, to their advantage. In fact, many public relations beginners are hurting themselves and their chance to get their ideal job by the way they are using social media.

I was recently told by a public relations professional, someone who is familiar with the public relations career world, that “Twitter isn’t meant to tell me what time you got up this morning, or what you’re having for breakfast, or what you’re shopping for today. Develop interesting content and make me want to read your tweets.” On Twitter last week someone who I follow, someone who I’d consider a friend of mine, was tweeting back and forth to another friend about what bar they should meet at later. Did they think that everyone who followed them needed to read that? No. That type of information can just as easily, and more privately, be texted back and forth.

It’s inevitable that some students will follow and like certain groups that don’t show them in the best light. However, to obtain an ideal job, my generation must use Twitter appropriately. Tweets should be about blogs you’ve been reading, or interesting news stories you found, or certain aspects of public relations that would interest the people you follow. On top of this, follow companies that you would ideally like to work for. Follow public relations agencies, corporate businesses and news outlets. On Facebook be careful about what your status updates are saying or what pictures are being posted of you. Even if your profile is set to private some companies have the ability to see your personal information either way. Once something is on the internet we should expect it to stay there. Companies want to see students using these social media tools. Because we have the ability to connect to companies so easily these days we should be. Twitter and Facebook have the ability to help students obtain their idealistic job, but it also has the ability to ruin those chances. To read more information about how to use social media in your job search check out http://jobsearch.about.com/od/networking/a/socialmedia.htm. 

Kelsey Darnall
University of Minnesota
Jour 3279
Blog Assignment

Social Media is a Cocktail Party: Are PR Professionals Invited?

In many respects, social media has turned the worlds of marketing, advertising and public relations upside down. The practiced and preached marketing models, which some CEOs are still more comfortable with yet today, have been tossed aside for a completely new two-way communication approach. No more are the days when public relations professionals and marketers pushed out information to consumers, or developed flat campaigns to be disseminated through traditional media approaches. The seemingly one-way tube of communication has been broken. Let’s just say the average consumer now has an invite to the cocktail party…and he’s making a big entrance.

By entering the cocktail party at all, the consumer enters the conversation. This shift in control—or rather, loss of control—for marketers and public relations professions is a difficult thing to grasp at first. The level of transparency only increases from here, and that can sometimes hurt a brand’s image or a campaign’s objective. The voice of one unreasonable individual can be heard by all, and can raise concerns among other consumers. However, when used correctly, social media is truly the beginning of a lasting, meaningful conversation.

Companies should note that there are many, many individuals in the general public who want to speak with or about you. Social media provides a platform for conversation and increases two-way communication. No longer are websites static, they are now filled with dynamic, interactive content. With the rise of online conversational hosts like forums, Twitter, Facebook, blogs, and comment functions, consumers can share opinions, concerns, questions and praise with the vast audience that makes up the Web 2.0. In this new world, your brand or company already belongs to the public. In a sense, content and information has become democratized.      

By now, big media outlets have even contributed to the shift. Time magazine, for example, picked “You” as person of the year in 2006. With all of the recent growth online in blogs and social networking sites, it seems the media is still less reluctant to accept such changes, while big business has not fully come to terms with just how effective social media can be.  

Prof. Robert Lauterborn, author of The New Marketing Paradigm, describes this shift as ‘demassification.’ According to Lauterborn, from 1950-1970, the marketing systems in the United States functioned like well-oiled machines. “Then,” Lauterborn says, “technology collided with society and human wants and needs.” In the 1950s, power was in the hands of the marketer. In the 1980s, the channel had the power; in the 1990s and after, the power shifted to the consumer.    

Take Amazon, for example. Years ago, Amazon.com allowed unfiltered comments on their products sold online; at the time, competitors were astonished. Now, this consumer-based comment forum is standard, and consumers hold the communication power.

The key is to not view this new social media shift as a public relations disaster. Yes, consumers can provide instant feedback, some good, some bad, and some certainly ugly. Jim Tobin, author of Social Media is a Cocktail Party, advises public relations firms handling a company’s communication to do two things when negative comments are posted. “One, you leave it up. Two, you evaluate the point the person is making,” Tobin says.

But it is important to remember that social media also easily positions a segmented, specific audience in the hands of public relations professionals. Instead of seeking out a target audience, public relations professionals can quickly identify and communicate with targeted groups at the start of a major campaign. What’s better? Before even conceptualizing a campaign, professionals can read about nearly any subject of interest to the campaign from the viewpoint of the consumer, as there are likely already groups online talking about it.

Perhaps even more significant is how the public can essentially create the campaign for the public relations specialist. Alongside the occasional critic are brand enthusiasts who are motivated to share their excellent customer service experience or product satisfaction with a large web-based audience. Not only is this helpful from a promotional aspect, but also in gaining consumer trust.   

It is no secret that public relations professions are known to put ‘spin’ on things. Of course, professionals are trained to present and position clients in the best possible light, but that comes with a price. Even mildly-educated consumers know, for example, that the quotes used in press releases are often crafted by public relations specialists and are not uttered by the individual at all. The consumer often becomes skeptical of promotional efforts, or even comes to resent public relations campaigns.

Enter social media, and suddenly, the communication and recommendations are being shared consumer-to-consumer. Even if a public relations department is able to publish a feature article in a local daily newspaper, for example, readers will ponder what public relations firm was able position such a piece. On the other hand, hearing information from friends, family and trusted individuals with no stake in product sales whatsoever produces results. Third party credibility only increases transparency and authenticity. Online word-of-mouth also saves the company time, money and promotional effort.

In increasingly difficult economic times, return on investment has become even more important for public relations professionals to communicate back to the company. Luckily, when utilizing social media, there are tools available to make ROI easy. Search engine optimization alone has shown huge ROI for companies. Marketing segmentation of consumers online also helps companies to target a relevant consumer population, rather than wasting money on promoting a product to an irrelevant public. At the most basic level, however, is the fact that consumers are on social media. If a company isn’t, it is missing out.

As Jim Tobin so candidly says, “The party goes on with or without you.” The fact is, if a company is not utilizing social media, it is still being talked about at thousands of online cocktail parties. The problem is, the company is not hearing the conversations, nor is it apart of the public dialogue at all.

A common misconception that exists yet today is that the segmented population using social media consists mostly of teenagers and young adults, who perhaps do not have the purchasing power of older adults. The fact is, nearly half of Facebook users are over the age of 35 and the median age for LinkedIn users is 36. Older consumers are certainly already at the cocktail party.

Finally, many have predicted that social media is a fad that will die hard, as trends typically do. Many companies are still skeptical to develop departments, expand budgets or increase resources around what appears to be a communication trend. This will prove to be a costly mistake. A good public relations firm will advise its clients to integrate traditional promotional approaches with social media, even if the company is reluctant to do so.

Social media has become an important part of consumers’ lifestyles and daily routines; once integrated as a preferred communication tool, consumers will be very reluctant to let go. This makes sense. Once guests are able to engage in meaningful conversation at the cocktail party, why on earth would they want to leave?    

Brittany Rustad   
University of Minnesota
Jour 3279
Blog Assignment

Customer Service and my Social Media experience

It is said that a happy customer will tell three people about their experience, and an unhappy customer will tell ten. Now this statement is not exactly true, due to the introduction and acceptance of social media a happy or unhappy customer can tell thousands of people with just one click of their mouse.

For example, I purchased a pair of designer boots last winter. They were beautiful, comfortable and quite expensive. Since they were designer boots I was expecting for them to make it through a few winters for me. After one week of wearing them, the sole began to detach it’s self from the shoe and the hard part of the heel fell off making my boots uneven and awkward to walk in. Being that I had always been satisfied with this brand it was quite upsetting to have my new boots fall apart so soon. So, I did what any unsatisfied customer would do, I wrote a review for the world to see.

Using social media is one of the fastest and newest ways to connect with customers. Utilizing it could turn into major profits and loyal customers. However companies are not the only ones who know how to use social media. All sorts of customers now have the opportunity to share with the world their feelings about any brand or company, on many different sites. Now that conversations and feelings can be made public so quickly, organizations can no longer ignore their customer complaints. It can be a scary thing knowing that in opening your company up to the world of social media that there can and will be criticism. The trick is to listen and embrace it, and then formulate a plan for how to respond appropriately.

The shoe and boots company noticed my complaint and realized they needed to react, but first they needed to understand why I was upset in the first place and how they should respond.

Listening is completely different from monitoring. While some organizations will use the 2 words interchangeably, understanding the difference between the two will help you to understand your customer’s wants and needs more clearly. According to “Likable Social Media” by Dave Kerpen, monitoring has an impersonal feel to it and can bring up images similar to the FBI, or surveillance cameras. Listening on the other hand, involves actually thinking, processing and trying to understand about the comments that are being made about your organization.

Finding comments that are being made is easy, some may be made directly on your organization facebook wall, your organization may have been tagged in a comment, or you can use the search tool to find certain phrases or key words that relate to your organization. Searching for comments and feedback on your competitors can also keep you up to date on how you compare. It is always good to have a competitive edge and know why consumers should choose your product over another.

After listening to my comment the company needed to respond. Ignoring or deleting my comments would have continued in my dissatisfaction with the product, and likely I would have told more people.
Dave Kerpen in “Likeable Social Media” explains the Do Not Delete (DND) rule. This rule states that, “unless a comment is obscene, profane, bigoted, or contains someone’s personal and private information, never delete it from a social network”. Being deleted can be seen as the ultimate slap in the face. It sends an “I don’t care,” kind of message. It is also likely to upset a customer more, like adding insult to injury.
Additionally choosing to ignore the negative comment and hope that not many people will read it is also not an effective strategy. Not responding is a response. This will make the customer feel like the company doesn’t care about their personal business, and will likely drive them to a competitor company.

Instead the company chose to send me an empathetic e-mail apologizing for my experience and asking me to chat with a customer service representative. They also choose to respond with a similar message on the product review I wrote.

This quick public and private response is the perfect way to try and patch things up with the disgruntled customer and to show the world that this is the kind of company the cares, and wants to help. Sending a personal message and addressing the customer by name will show them that the company wants to help and understand the problem. Asking them to chat with a customer service representative shows that they also do not just want to try to “buy” the customers approval with a coupon or special offer. Offering a coupon or gift can help to heal the hurt after a customer feels as if their issue has been listened too. Listening to their comments and concerns first is key.

After receiving the e-mail I decided to online chat with the representative. She listened to my story and apologized for me having had such a disappointing experience. She also explained to me I that I could send in the boots and get a full refund even for the fee to ship them back. After sending in my boots and getting my refund, I purchased a new pair of boots from the same company. Due to the customer service representative’s ability to understand me, this company was able to turn my complaint around and make me into supporter again. Since these ones have given me no problems I decided it was worth it to write a new review and praise them for their help. I now also rave about my boots and how much I love them!

This is a perfect example of utilizing a negative social media comment and turning the disgruntled customer’s feelings around to make them a believer again. Their ability to listen to the complaint means that they can understand the customer and show that they really do care. Responding effectively and immediately in the public and private show’s their concern for the customer. Ultimately knowing how to fix the problem kept a loyal customer. While social media can result in some ugly encounters, knowing how to utilize these comments and respond appropriately can ultimately pay off.

Rachel Geertsema
University of Minnesota
Jour 3279
Blog Assignment

Six Pixels of Separation: Book Review

The title of Mitch Joel’s book, Six Pixels of Separation, is adapted from the idea of “six degrees of separation,” referring to the idea that everyone is on average approximately six steps away, by way of introduction, from any other person on Earth. With the continuous development of social media and technology, “by way of introduction” is no longer necessary.  Joel explains, “We are all intrinsically connected through technology, the Internet, and our mobile devices [so that we] all now live in a world where we can know everyone-and everyone can know us.”

                                                                                     

Published in 2009, Mitch Joel’s book on business strategy in the age of social media is a laudable effort to tie in the disparate threads of the online world for those keen to experiment in this space.  Covering a broad expanse of concepts and ideas, from crowd sourcing, community building, content creation, to platform specific strategies, the book provides a good introduction to the world of social media and digital engagement.

Six Pixels of Separation is a book with practical advice about the Internet, online social networks and new media.  It is also a helpful and easy-to-read resource about branding, entrepreneurship and digital marketing communications. By using actual case studies and his personal experiences, Joel offers a readable, entertaining guide to the often over-whelming and constantly changing world of digital communications.

He talks in detail about the many ways that companies can create “new business models” by using online channels.  He discusses ways to, in his words, “harness the power that lies in online communities” and stresses the importance of clearly defining your business brand and strategy before getting involved in online communities.  Visible through interviews posted on YouTube, Joel enthusiastically encourages business owners to “embrace your digital footprint.” The book’s writing style is approachable and non-technical by breaking down concepts into an understandable language for all readers.

Joel quotes liberally from new age thinkers like best selling author Seth Godin, author of Wisdom of Crowds, James Surowiecki, staff writer for The New Yorker magazine, Malcolm Gladwell and editor-in-chief of Wired, Chris Anderson, while he offers advice and insights on topics such as starting a blog, developing a community, and extending one’s business in the age of “Participation 2.0” (Mitch 110).  Regular followers of social media gurus will probably be familiar with many of the strategies proposed.

The building of social networks through either major platforms like Facebook or Twitter cam across as a “must do” strategy in the book.  Businesses can ill afford to depend on the power of mass media and the old broadcasting based model to get their messages out there.  According to Joel, they should cultivate their followings on a variety of platforms and work through consumer advocates and their connections to spread the word.  Here, readers are given a short introduction to each of these platforms including Wikipedia, LinkedIn, Facebook, Twitter, MySpace, Ning and so on.  Readers are given a better understanding of the capabilities of social network sources and how they can effectively work for them.

A key part of the book discusses the growth of user-generated content, and the shift from mass media to mass content.  In the age of social media, users are putting up more avenues and sources of information online-text, audio, images, videos- on a variety of channels. According to Joel, with the empowerment of the democratization of media (the concept of Web 2.0), companies ought to work with their communities to engage rather than advertise and push products and services.

The rise of personal brands and tribes are the other heavily cited concepts.  “The age of ‘Me’ Media has resulted in individuals- employees and consumers alike- becoming more and more empowered,” explains Joel.  Through blogging, Twittering, Facebooking, and Youtubing, these digital denizens could carve out niches and brand names for themselves.

I particularly liked the section on the mobile web (Digital Nomad).  Here, Joel suggested that building a huge feature-rich website with all its bells and whistles may not necessarily work.  Instead, business venturing into this space should provide utility and simple solutions to consumers navigating a tiny 4 by 6 inch screen.  Quoting from Andy Nulman, Joel cited that Mobile Marketing (not advertising) is about the acronym N.O.W. The “N” is for nearby meaning customers need to be in your radius, close and local. “O” is for only, in which he says there has to be a limit to any offer (e.g. “Only 29 left” or “The offer is only valid for the next two hours.”). Last, “W” stands for wow, meaning make a compelling offer for consumers to attract attention.

Unfortunately, certain concepts may have changed from the time the book was published to the present. Some of the ideas suggested, such as podcasting, may be difficult to implement unless one has the wherewithal to provide stimulating audio content.  While the platforms are mostly free in the digital domain, the production of interesting quality content is not and therein becomes a challenge. I hesitate to say this book is a textbook for new media, but Mitch Joel has a plethora of updated sources including his blog (http://www.twistimage.com/blog/), interviews posted on YouTube and frequent podcasts uploaded on iTunes.

The mass adoption of social media channels also means that companies and business’ venturing into this space now will find competition much steeper.  While the concept of finding your own micro-niche and loyal following is a nice novel idea, making it work profitably could be a challenge in volume-oriented businesses.

With the subhead “Everyone is Connected, Connect Your Business to Everyone,” Six Pixels of Separation provides an easily readable introduction to the world of social media marketing.  Those who are new to the world of social media and mobile marketing would find it a useful source that is understandable and easy to follow.  The book was jam-packed full of stories and examples on how people and business’ have succeeded in the online world.

For more information or questions, please contact Krystle Cruz at cruzx093@umn.edu.

Push-up bras for kids plus “no comment” equals disaster for Abercrombie

Despite the old adage “no press is bad press,” this philosophy definitely didn’t apply to Abercrombie & Fitch after CNN ran a story March 26 about the controversy surrounding the retailer’s new line of wildly inappropriate “Ashley” push-up bikini tops for young girls. And based on A&F’s pitiable response (or lack thereof), this company is in serious need of some public relations guidance.

As to be expected, parents and other critics were outraged when the kiddy bust-enhancing bikinis were posted to the Abercrombie Kids website earlier in the week, according to CNN. So how did A&F’s react to the controversy? They simply changed the bikini’s online description from “push-up triangle” to “striped triangle” in addition to the big, fat “NO COMMENT” they gave CNN.

Is that really the best this national retailer could come up with? Most of us know the dangers of declining to comment to any media inquiry, especially during a crisis. According to PR professional and blogger Brad Domitrovich, ignoring the media in a crisis situation always makes things worse. “If we provided no comment, we would have lost our greatest opportunity to control the crisis,” Domitrovich said in his blog. This is a concept that A&F clearly does not seem to understand.

Regardless of the fact that this whole mess could have been avoided with some careful market research before the product’s release, the company could have reduced the negative impact of this story with a planned and thoughtful media response.

In their response, A&F should have:

1. Apologized. No matter who is to blame, a spokesperson should always at least say “we’re sorry this happened.”
2. Described the situation from their point of view.
3. Explained what is being done by the company to better the situation.
4. Taken responsibility for the situation.

See the full story at http://tiny.cc/me5ch.

Stacey Battenberg

University of Minnesota
Jour 3279
Blog Assignment

The information conduit is changing...Get used to it.

The information conduit is changing. Get used to it. The old model of interrupting consumers via an advertisement embedded in content is having to adapt to a new environment. Moving forward, organizations will need to understand the lives of consumers even better and build things that actually integrate rather than interrupt.

Take the Nike and Apple partnership for example. Nike developed an in-shoe pedometer that syncs with an iPod. A website and software were also build to track, share, and measure progress of exercise routines. This break through innovation increased shoe sales and differentiated Nike from its competitors. Moreover the product connected music, running, and measurement to a social network. Integrating and creating lifestyles, rather than distracting from them.

Bob Greenberg founder of R/GA, a media development company in Manhattan, worked on the Apple/Nike integration and campaign. He talks about the power of a simple story to solve complicated problems in a New York Times piece and shares:

"I think things are going to get infinitely more complex, and the challenge is about taking things that are infinitely complex and making them simpler and more understandable."

Greenburg, is a believer in utility and function creating the platform for interaction, even if a loss will be taken at first. Think Facebook and Twitter. More than adding value, products and services must enable us to better sense and belong to the world around us. The product is secondary to the exchange.

Attempts to master the moving target of social exchange will dissolve in to thin air. Building the future must be a reaction to and with it (and preferably one with your products in it). Crowd are fickle and can tell when a commodity agenda is the function of the space. The product then must serve to enable organic interaction within user base.

An organization's communication strategy should act more as a conduit between users than top down messaging. How the user got here should fade into the common and be taken for granted. In other words, you took your Audi TT sports car to the Twins game and had an Oscar Myers hot dog all you remember is the great time with your child/spouse/whatever.

Steps to implement an integrative model:

• Get out of the way of the authentic interactions of your users.
• Fade to a position of seamless support or infrastructure.
• Abandon attempts to maintain the notion of your product as the primary reason to be. 

Ezra Firkins
University of Minnesota
Jour 3279
Blog Assignment 

What Social Media Is and What It Is Not

Social Media is not a tactic and therefore it cannot be assigned to a specific department such as public relations, it is a tool that allows one to talk to and hear from its consumers. Social Media is so many things- it’s one-part public relations, one part SEO, one part usability design, one part customer service, and one-part sociology. Because of its dynamic make-up it doesn’t make since that people of public relations would be qualified to tackle all of the aspects of social media.

Social Media is beyond that of “typical” advertising and public relations it’s far past advertisements, news releases, and media pitches. For social media to be used successfully it needs to be in an agency of its own. Ignite is a social media agency that pulls specialists from all different aspects from marketing to PR to advertising to tech specialists to work as a team in running social media for a variety of different companies. To find out more about what Ignite does and how they do it visit their website at http://www.ignitesocialmedia.com/.

Another reason that social media cannot be treated as advertising and public relations is because of their very different roles in media. Traditional media pushes, whereas social media pulls. For instance sending advertisements, media pitches, and news releases to media outlets is designed to push someone to action. On the contrary, social media leads one to content that is interesting allowing them to pull themselves in if they choose so. Some would argue that pull media is way more efficient than the typically push media, but I’ll leave that up to you to decide.

Lastly, social media is not a waste of time. Facebook, Twitter, LinkedIn, YouTube, blogs etc. are all different forms of social media and if these outlets are used properly they can be very effective for a brand of a company. Many people spend time sending e-mails, surfing the web, and using social media outlets such as Facebook and Twitter, so communicating through social media has created an effective way for reaching key consumers.

Putting Social Media to Practice

For those of us who haven’t been living under a rock for the past 5 years, it is quite evident that social media has become colossal. There is a debate of whether or not social media belongs in Public relations and other facets of a company’s communication plan, but regardless social media is here to stay.

Journalism schools know social media is becoming a vital asset their students need to acquire. On top of students using social media as a communication tool, many public relations courses are integrating Twitter and blogging into course curriculums. All this preparation is great, but what good does it do if you don’t put it to use? Yeah there are the internships, but there’s another way you can use your social media skills to gain valuable experience and probably earn some cash in the process. 

You do not even really have to be an expert in social media to capitalize on this opportunity, just a little ambition and entrepreneurial spirit. Social media guru Chris Brogan reported that the job growth for social media is greatest in small businesses http://www.chrisbrogan.com/social-media-jobs-outlook/. Every community has an array of small businesses, many of these owners would love to build a social media presence for the business they just don’t have the time. That’s where you come in, as a consultant. 

To start out, offer your services for free to a relative or family friend’s small business just to gain experience and build a small portfolio. Once you’ve gotten your feet wet search your community, my suggestion is to start with restaurants, their most applicable. Make a name for your company even if you’re the only employee, it will make sound a little more professional. Then you can begin to sell your services, offer to build the business a campaign on Four Square or a presence on Facebook. 

Once you have established yourself the possibilities are endless. The hardest part is going to be starting out, but once you’ve taken off it will only be a matter of time before small businesses are seeking you out.

Here are a few tips on starting your social media venture

1. Preach results- Many small business owners know what social media is, but do not know the advantages of establishing a presence in social media.
2. Only Charge a small fee, then set up a pay scale where you get paid more for achievements related to you work. Ex: Bonus for 100 fans on Facebook.
3. Try and stick to service oriented businesses, easier to track and prove results.

Christopher Herkenhoff
University of Minnesota
Jour 3279
Blog Assignment 
 

Changing Leads for a Changing Industry

Technology is changing the way that we look at the Public Relations industry, like I’m sure many have said to you before. In this constantly changing world, professionals need to know what is important in as little time as possible. Nothing screams this more than emailing. We are constantly bombarded with emails and we never have time to open all of them, which is why subject lines are so important. Whether receiving an email from a colleague or sending one out to get read by another person, subject lines of emails are what will get your email read.

Subject lines can be considered the new lead paragraphs for emails, without a good subject line your email may never get opened in the first place. In order to write a good subject line you need to think simple. Do not try to sell your product or service to the person because that will just look like SPAM and will get deleted right away. The point of the subject line is to do exactly what it says, show what the email contains. With all that being said, here are some tips to make sure your emails get opened.

The most important thing about subject lines is that they need to be clear and concise. Don’t waste people’s time with unnecessary banter. Also, keep the subject line to around 20 to 35 characters and no more than 40. This will make sure that the important information is in the subject line without dragging on too much. The more you add, the less likely the recipient will be to read the email.

One of the most obvious things to think about when writing a subject line is explaining what is inside. It sounds really simple and obvious but it is often forgotten. This also helps to keep the email from looking like an advertisement. Give a short explanation of what the recipient can expect from reading the email.

If this email is on behalf of your company or organization, put the name in the email. By showing it is from a company the recipient will not think it is SPAM or has no actual importance.

The appeal of the subject line is that last important concept to keep in mind. The subject line needs to ALWAYS be for your target audience. Without targeting the recipient, the email looks like any other general junk mail that he/she is being sent. Also, try to engage the recipient. The more engagement that you can create in the subject line, the more likely it is that your email will be read.

When it really comes down to the basics and what to always include in your subject line, it is very simple. Tell the recipient what is inside in a clear and concise way.

For more tips about subject lines and email marketing check out the Lyris website

Tim Holtz

University of Minnesota
Jour 3279
Blog Assignment 

Why Public Relations is Becoming More Important in Businesses Today

The field of public relations has evolved other the course of time as business as changed. As Harold Burson once said, he saw the meaning of public relations go from “How do you say it?” to “What do you say” and finally to “What do you do?” Public relations has moved as a behind the scenes practice to being engaged with executives directly.

With the rise of social media, public relations has become a key communicator with consumers. Instead of solely doing press releases, companies are taking advantage of social media to build relationships with their customers. Public relations has been taken a step further to ensure that they are building the brand by enhancing their reputation by direct communication.

Many businesses are still resistant to social media. While some businesses (especially financial businesses) cannot fully utilize social media because of regulations, the opportunities for those who can use it are endless. For businesses that are weary of joining the social media movement, here are some tips about each outlet and how it can be used:

Facebook: The largest social media site with over 500 million users. Businesses can create pages which consumer’s can “Like” and share with their friends. Facebook allows businesses to post pictures, have discussion boards for customer stories (if they so choose to), and allow for consumers to post in more than 140 characters.

Twitter: A social media tool that is smaller than Facebook with 190 million users. Twitter allows businesses to “follow” other similar businesses to gain information instantaneously, as well as engage with consumers directly. Twitter makes it easy for businesses to track the use of their name with hash tags (#) or a mention of keywords. Businesses can use this to see what the public is saying about their company or product. Interaction is limited to 140 characters, but businesses can use link shorteners (like bit.ly) to post links from relevant websites or their own website.

Youtube: A video social media site that has around 49 million users (this doesn’t include people who only watch videos on Youtube and don’t have an account). Youtube may not be a valuable option for every company, but it allows for companies to be more interactive with their consumers. Youtube allows consumers to put names to faces, and also to be more engaged with the company’s products or services. For example, a company like H&R Block could use Youtube to give helpful tips about taxes, and that for more information the consumer can visit their website to find a store near them.

With public relations moving to a more active role in business, it’s important to know what social media tools can be used, and how they will benefit your company. Building relationships with your consumers using social media will help your company to utilize public relations to its fullest. For more information about social media, please visit: http://mashable.com/2010/03/16/public-relations-social-media-results/

Kelly Watkins
University of Minnesota
Jour 3279
Blog Assignment 

In ethical journalism practices, who really makes the ‘call’?

“…public enlightenment is the forerunner of justice and the foundation of democracy. The duty of the journalist is to further those ends by seeking truth and providing a fair and comprehensive account of events and issues.”

- Society of Professional Journalists’ Code of Ethics

In light of the recent news regarding the Brett Favre “sexting” scandal, journalists have once again been forced to consider the value of ethics in public relations….or have they?

It seems to be more apparent that journalists and public relations professionals are continuously “pushing” what is considered moral behavior in order to get their stories and reach their objectives. It may be important to stop and ask the question, ‘How far is too far?’ Does it really matter if we cross boundaries that are unwritten or unclear?

We all know that ethical behavior is the “right” thing to do. However, in today’s media world, where boundaries are often vague or nonexistent, who determines which methods and practices are ethical and which are not? Some argue that organizations such as the Society of Professional Journalism and the American Journalism Review to make the calls as to what defines ethical behavior and practices. There are some widely accepted rules and basics to ethical practices, as outlined in Society of Professional Journalists' (SPJ) Code of Ethics.

Yet no matter how much and to what extent ethical behavior is outlined by textbooks and professional organizations, there will always be situations which require a personal, moral level of ethical decision making, leaving the real power in the hands of individual journalists and reporters. Not only is it the responsibility of each media professional to practice ethical reporting on a broad scale for legal purposes, but also to commit themselves to the free flow of unbiased information by means of moral and principled information-seeking tactics.

What then can be done to combat unethical reporting? Journalist Jonathan Bernstein outlines an appropriate method to respond to breaches of ethical behaviors. By responding to and calling out journalists who may have violated the rules of ethical practices, we can promote a safe, confidential, and free-flowing source of quality information to our publics.

Kate Sherwood

University of Minnesota
Jour 3279
Blog Assignment 

Why live blogging encourages youth to stay informed

Mid-term elections had us searching through debates, blogs, and articles in attempt to inform ourselves on this year’s current issues and candidates. Through my own investigations online I stumbled upon CNN’s iReport, an interactive or “live” blog where CNN’s audience has a chance to take part in the news. iReport is like any quintessential news blog, but with a twist. Posts by CNN staff are combined with unedited photos, videos, and quotes from people all over the country who want to share their stories about what is important to them.

What especially caught my eye was the number of posts from the 18-25 age range.

All over the country young voters, sent in photos of their “I Voted” stickers while others shared their excitement at being a first time voter. Many students wrote about how they voted, why they voted, and what was most important in this year’s race. Even underage high school students got involved by sharing their opinions and stories.

For a demographic that is notorious for their inactivity at the polls, I found this very intriguing.

This demographic is especially crucial in elections. If we want to get our youth involved (and keep them involved) with politics and current issues, this is the way to do it.

Being a student in the 18-25 age range myself, I can vouch for the fact that growing up with technology has lead us to become internet addicts, heavily relying on it as an information source. I believe however, that live blogging such as iReport has many notable benefits.

We are already online, so why not encourage and connect will us in a way we relate to?

Live blogging rids one-way communication with its audience and creates a forum for conversation. By reaching out to their audience, it encourages youth to stay active in current events, relate news to what is going on around them, and to express their own opinions.

It also allows the audience to comment on the news, saying what they think is important and what they would like to see from CNN.

The multi-media nature of this blog allows the audience to see first hand what is going on and what people have to say about it.

What better way to get people active and excited about the election then by literally showing people’s excitement and activity at the polls?

And during larger events, elections in particular, you want people talking.

It also provides tremendous value for the network itself. When people feel more engaged, they are more likely to read that networks news and receive their message. The two-way communication they have built also allows them to receive feedback on the stories they are covering and tips on what they could cover.

If live blogging is getting people excited and talking, I say it’s a step in a positive direction.

Caitlin Jagodzinski
University of Minnesota
Jour 3279
Blog Assignment

Does every vote count?

Every election year television programs are filled with ridiculous campaign ads that are more hurtful than helpful for the candidate endorsing them. We have commercials telling us that a vote for one candidate is a vote for approving drinking and driving.  We have another candidate telling us “I am not a witch” , and what’s that help us? With obscure impressions of candidates and wild accusations, what exactly are citizens supposed to vote for?

Personally, I feel that election candidates need to reassess the image they are giving themselves by attempting to belittle their opponents. It makes me wonder who is in charge of the PR department of their campaign. Not all publicity is good publicity. These outlandish commercials are not sending the right messages or images. The public is interested in the more important things such as how candidates are going to help the community. People want to know what these candidates are going to do for us, not what foolish or crazy things their opponents have done.

As a college student, I keep getting told “you need to vote, every vote counts and you can make a difference”. Which brings me to the main question, does every vote really count? Most of us, not only college students, really do not know who we are voting for. Yes, there are those who are actually interested in politics and government and want their voices heard in the polls, but what about the rest? Should people even vote if their choices are based on who is better looking, who has a better family background, or who is or is not a witch? Maybe people would be more inclined to pick up a pencil and mark a ballot if they knew what they were voting for.

Michelia Pham

University of Minnesota
Jour 3279
Blog Assignment  

The risks of Facebook are often overlooked.

Facebook has undoubtedly changed how various corporations, organizations, and even government affiliations communicate with the general public. With over 400 million active users, it has become an ideal resource for conglomerates, non-profits, and the government who utilize the social media site daily to gain interest in whatever their cause may be. Many overlook the unfavorable risks of Facebook usage, but there are some organizations that are stepping down from their pages due to Facebook’s permissive and relaxed nature as well as ambiguous legalities that arise is unfavorable situations.

Censorship may be the biggest downfall and professional risk of Facebook. Not only is it risky to put forth trust in the person who is updating a Facebook page on behalf of an organization as a whole, it is extremely difficult to micromanage the information being posted because social media is updated frequently. This poses a potential threat to proper damage control if something is said by “the corporation” and not well received by the general public or Facebook population. On the other hand, companies take the risk of letting “friends” or “fans” post negative feedback. For example, food corporation Nestlé USA took a hit on their fan page when fans posted critical comments that included Nestlé’s own logo regarding their non-eco friendly use of palm oil in their products. In this situation, the corporation risked its positive image because it was unable to control what people where saying about them.

Legal aspects of Facebook usage are another important issue that many do not consider.  Since social media is a relatively new resource, especially in the corporate sphere, there are not many laws that govern its usage. Since posts, comments, and statuses are uncensored there is a greater chance that something will be said that offends a corporation who has the ability to sue for things such as copy write infringement, defamation, or false advertising/ accusations. There also arises the issue of how to document these accusations or even keep a record of Facebook. For example some metro cities are hesitant of Facebook usage for these exact reasons. An article in the Startribune explains why the cities of St. Louis Park and Blaine are taking extra precautions in the management of their Facebook pages.

Lastly, some believe that personal and corporate use of Facebook is not a good mix.  Before social networking sites became popular, there was strong emphasis on separating one’s personal life from work. Now with the corporate use of Facebook rising, CEOs of corporations are being critically watched on their personal pages. PRWeek published an article about how senior national journalist Neil Midgley believes there is a fine line between posting information about your personal life and posting information about your work on your personal Facebook page.

By taking these three risks of Facebook in consideration, corporations, organizations, and government affiliations that maintain Facebook pages can strive for a safer way to represent themselves in the free world of Facebook.

Marissa Zakheim
University of Minnesota
Jour 3279
Blog Assignment

3 Ways to Make Googles Top 10

How high on the Google list are you? If you are not on the first page, it is time to change that. There are three ways to accomplish this, but first you need to get on the internet, research your name, and see what you are up against.

Don’t worry if you are number 25 or 125 on the Google search, there are three easy steps to follow to fix that so you can be number one, and they are:

1. Social Media
   Social media is a way to interact with peers as well as professionals. Whether updating a status on Twitter or posting a comment on someone’s wall, there are ways to be noticed, especially if using a form of social media is part of your daily routine. Today, employers look potential interns or employees up on social media sights to get a general idea about the person’s lifestyle, in order to see if he or she would be a good fit for the company. Therefore, make sure all the information on your profile pages is something to be proud, and that it presents you in a positive light.
   
2. Pitch Yourself
   Magazines, newspapers, and online publications should all be considered as one more opportunity to gain access to the media. Seek out journalists and reporters looking for people to interview because more than likely there will be a story to contribute to. A simple way to promote yourself is through Twitter, because there is a reporter who posts opportunities multiple times a day. Follow URGHARO, and there will be numerous amounts of opportunities to pitch a story. Pitching yourself is an important aspect of public relations because it is an easy way to be published. Once published use it as a writing sample, or even in your resume.
   
3. Blogging
   Blogging is a way to make opinions known. Start a blog and put the link on your social media profile pages, such as Twitter or Facebook. This is a great way for not only your peers to read your writing and thoughts, but potential employers as well. When blogging, make sure you post several times a week in order to keep readers interested. Another way to use blogging as a tool is to be the guest star on your favorite blog. Research a one you love, and submit your post to the writer. Be proud of your blog and tell everyone about it.

Making your name known on the internet will benefit you in the long run, because I guarantee before or after an interview, your future employers will Google you. Promote your name as often as possible. After following these three steps (in no particular order) Google your name again and see how much higher on the list your name is.

Mollie Horton
University of Minnesota
Jour 3279
Blog Assignment

Do companies really control their own brand image?

Indeed Kanye West’s outburst at the VMAs affected those watching at the time, but little did Kanye realize that this moment in his career would be relived over and over again by audiences worldwide. Within minutes social networks and YouTube had already broadcast the news to millions.

With the click of a mouse Kanye’s image was instantly ruined. Despite Kanye’s popularity, his efforts to clean up his own mess were unsuccessful. The power of media and new communications tools such as YouTube and twitter make stopping the spread of the controversy impossible, and Kanye is not the only one that has suffered the consequences. 

What about the two Dominos employees that posted a YouTube video of them contaminating food? Whether the video was a joke or not, it instantly made consumers everywhere question Dominos’ credibility. Companies spend billions on advertising, marketing and public relations all in hopes of managing their brand image. However in a society saturated with new communication tools, companies are losing sight of their control. If companies think they own their own brand image in today's society they are wrong. Bloggers, vloggers, and tweeters everywhere hold as much sway over their brand as they do. Public Relations specialists beware, social media tools are affecting brand images everywhere.

Katie Barta
University of Minnesota
Jour 3279
Blog Assignment

When to writing it comes, like jedis, are we. Yes, hmmm.

Writing isn’t for everybody. To some, it’s a bothersome task while to others; it’s a must for everyday life. For public relations people, it’s necessary to know how to write. We have to do it every day in our line of work, and we have to do it well. We are like jedis.

I don’t use this analogy in the sense that we have the ability to pull mind tricks on the public. We are no better at wielding light sabers than any other person and we don’t speak in a weird backward to forward way like Yoda does.

Jedis are some of the greatest warriors in the galaxy. There are the evil villains who occasionally kill a good guy, but we tend to put them in the back of our minds. As professionals in the PR business, we have to be great at writing. We use our writing skills to craft pitches to the media, to write and edit blogs, or to figure out how to make our awesome Twitter status fit in fewer than 140 characters. We are faced with tough tasks such as these every day and we need to be prepared to do battle with them.

It’s important to have the right skills for the job. Some writers may be great at writing to the media. They can put together news releases, their work is clear and concise and they are easily understood by everyone. Other writers may struggle with the news release part of the job, but succeed in other areas; like blogging.

Lots of public relations is communicated via blogs these days. It’s a completely different style of writing, although it is still a very effective method of communication. Blogs and social networking sites provide a different platform for written communication for PR professionals these days.

Writing for blogs gives the author some wiggle room. Their writing can be loose, it can sound spoken, and there might be some slang included. The guidelines aren’t as rigid or as clear cut when writing for a blog. A blog that I like is Pop! PR (www.pop-pr.blogspot.com). It’s written out of California by Jeremy Pepper. I think that he presents a lot of good ideas on different topics involved in PR.

As jedis, we must constantly be honing our skills. Practicing writing every day isn’t a bad idea. It may seem time consuming, but it’ll certainly pay off in the end. Blogs are free, so don’t be afraid to consider starting one for yourself and it may turn into a paying career. That is if you can find something to talk about on a day-to-day basis, and do it well. Oh, and if someone tells you they sense much fear in you, you just may be Darth Vader someday.

Intern Diaries

Hello again. I checked out some of the comments from last post and wanted to begin with a disclaimer: Do not try this at home!
Blogging about work can indeed be a risky choice, and many employers do not appreciate their “stuff” being aired over the net. I am certainly not here to expose any corporate misdeeds and I have consulted my manager about this endeavor. For now, I have gotten the O.K. Now that we are clear-

Update Time!

I am really enjoying my internship thus far and am starting to feel as though I can “own” some of the projects I have been assigned. Of course, with most projects come collaborations and with collaborations come compromise or, better-termed – politics. Interns are basically bottom of the totem poll and people are very busy so I thought I may include some tips I have learned thus far about office navigation:

If you are contacting someone you don’t usually work, copy your supervisor on the e-mail. They will be less likely to ignore you if they see a name they know associated with your communications.

Dress professionally and perhaps a bit “old”; people will take you more seriously if you look like they do. (or better)

Make the rounds to all the desks and cubes, introduce yourself and get a few minutes of face time, people will associate a face with your name.

Ask questions! If you aren’t sure how to do something, ask. People are very willing to help you understand and learn. This will keep you out of hot water later.

Take this opportunity to sit in meetings and shadow people outside your direct contacts, this way you gain insight about what other people do and how things operate. Never turn down an opportunity to do anything, you will learn something everywhere you go.

I hope this was not too preachy. For people who maybe heading into their first internship experience, these may help you be a little ahead of the game. For those of you already in an experience, if you have any other hints to add or experiences to share, be my guest!

Breaking the Ice - Intern Diaries

Hello everyone!
I have spent a great deal of pondering the nature of a first blog posting. Having never blogged before, I found the blank page/screen syndrome to be a bit daunting. Luckily for me, both professionally and material-wise, I landed an internship at Kohler Co. in Wisconsin. I started last week and have been really pleased with everyone’s willingness to accommodate a newbie such as myself. Within one week I have already:
Attended a photo shoot (I got to sit behind the wheel of a semi truck!)
Done my first media request
Drafted a press release
Written a few articles for internal newsletter publications
Learned about matte releases
Conducted interviews
I have logged quite a bit of desk-time in recent days and desk-time lends itself to pondering.
One thing that keeps echoing inside my mind from all of our PRSSA speakers is the recommendation from almost everyone that a good intern should be a “self-starter.” Excellent advice to be sure, but how does one be a self starter when all of your tasks are delegated from above? It is a difficult boundary to skirt: how do I keep myself busy without constantly bothering everyone for their tasks? How can I self-start, when my view of what needs to be done is limited? Any advice?