Archive for March, 2009

Seth Godin and Tribes

Posted in Uncategorized on March 30, 2009 by mc02131

“In Seth Godin’s new book, Tribes: We Need You to Lead Us, he outlines how “tribal” management is poised to dominate our current marketing era. He emphasizes that the most valuable asset a company can grow is the trust and permission to deliver “anticipated, personal and relevant messages” to people who crave authentic connections, rather than just another branded product or service.”(http://www.fool.com/investing/dividends-income/2008/11/14/fool-interview-seth-godin-on-tribes.aspx#)

He wants companies to focus on expanding their individual tribes, and he believes that to be a sufficient organization that coninually creating superb products and services is necessary.
I think the big issue Godin is trying to convey is that companies need more of an outlet than just TV to expose their products. As he exclaimed,”So, when TV dies, what happens? The ecosystem is sick. The entire pyramid wobbles. It’s not going to be easy for companies like this to adjust because I’m not talking about a new topping on their existing sundae. I’m arguing that the future belongs to leaders, to groups, to remarkable agents of change. Is that them?” Connecting with other organizations or Tribes” allows the company to expand and as Godin says “when a company becomes a leader, when it connects a tribe, it is far more powerful than any ordinary brand could ever be”.

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Chapters 8 and 9 review

Posted in Uncategorized on March 23, 2009 by mc02131

The big point chapter right brings across is evaluation in Public Relations and how it’s “the measurement of results against objectives. This can enhance future performance and also establish whether the goals of management by objective have been met”(Public Relations Strategies and Tactics 210). The fact that around 4 or 5 % of Public Relation’s budget is used for evaluations and measurements shows the importance of area. Measurement is used for production, message exposure, audience awareness,attitudes, action, supplemental activites.
Chapter 9 discusses the importance of public opinion. The main catalyst in the formation of public opinion is public discussion. People who are knowledgable on specific issues can either be forman or informal opinion leaders. “Opinion “flows” from these leaders to the public often through the mass media”( Public Relations Strategies and Tactics 242). A major part of the public opinion is persuasion in PR. Persuasion is used to change or even out hostile opinion, make clear latent opinions and positive attitudes and conserve favorable opinions.

Chapter 7: Communication

Posted in Uncategorized on March 6, 2009 by mc02131

This chapter discusses communication, which is also called executio, and “is the third step in the Public Relations process. Five possible objectives at this stage are message exposure, accurate dissemination of the message, acceptance of the message, attitude change, and change in overt behavior”(Public relations: Stategies and Tactics 190).  The six main goals of commucation are to recieve the message, pay attention to messages, understanding messages, believability of the message and believing it, remembering the message, and acting on the message.

Chapter 6: Program Planning

Posted in Uncategorized on March 6, 2009 by mc02131

The big idea this chapter discusses is the importance of what goes into program planning in Public Relations.  There are 8 question raised and the first deal with the situation.  Three situations often cause the need for a PR campaign: rededial, one time, and reinforcement situation.  The next step is the objective part which fullfills the need to understand or provide motivation or the public.   The next step is you have to know who your target audience is because you do not want to be advertising something where you will not gain a profit off of it!  The next two steps are to make a stratedy and come up with tactics of fullfill that strategy.  The next step is to develop some sort of calendar soo you have an idea of when you would like to have events done by and so you are able to make adjustments.  The last two steps are the budget and the evaluation.  You definatley want to have a precise and strict budget and make any preventions that will help you not go over your desired spendings for the campaign.  The final step is just to evaluate everything and make any necesary adjustments you may deem necessarry.

Chapter 5: Research

Posted in Uncategorized on March 6, 2009 by mc02131

Chapter 5 discusses the importance of research in Public Relations and discusses all the different types of research: secondary,qualitative, and quantitative.  Secondary research many times “begins with doing archival research, which reviews the organizations data on sales, profiule customers, and so on” (Public Relations: Strategies and Tactics 148).  Qualitative Research deals with the following techniques: content analysis, interviews, focus groups, copy testing, and ethnographic observation and role playing.  Quantitative Research deals with sampling procedures so information can be representative of the general population.

Chapter 4, Public Relation Firms

Posted in Uncategorized on March 6, 2009 by mc02131

The big issue i learned in this chapter is the advantages and disadvantages of using PR Firms. Some of the advantages are objectivity which means the firm can analyze the clients needs or problems from a different point of view and off new insights. They have a variety of skills and expertise which have specialist in many different areas: speech, writing, trade magazing placement and investor relations help. Another advantage is the international jobs, like working with corporate sponsorship issues with an Olympicsm which benefits the extensive resources fromt he firm.
Some of the negative issues of PR firms include cost because the outside counsel with PR firms is expensive. Another disadvantage is the lack of full time commitment from the Firms employers. For the most part however, i believe the positives far outway the negatives regarding Public Relation Firms.

Ethics and Professionalism in PR

Posted in Uncategorized on March 6, 2009 by mc02131

After reading chapter 3 of my Public Relations book, and learning more about the ethics and professionalism of the profession I have a better understanding of when and when not to do certain things. The 3 ethical orientations are Absolutist, whobelieve every decision is either right or wrong, existentialist, who base deciosions on immediate practical choice, and situationalistwho base there decision on what will cause least amount of harm or most good. I’m still very new to the PR profession, but if I were a professional now I would say my orientation leans more toward the existentialist point of view with the basing decisions on immediate practical choice. I know whatever I do I will justify my decisions made in that I satisfied the public interest, my employer, my organization’s code of ethics, and most importanly satisfy my own values.