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?

Welcome to the Minnesota Student PR Blog

This blog was started by University of Minnesota Students in coordination with MNPR Blog to further the cause of public relations in Minnesota.