Fashion with a cause

Fashions with a Cause

“In 2000, only 34 percent of women knew that their #1 killer is heart disease. Yes, one in three women die of heart disease, eight time more than breast cancer, and misperceptions about the disease abound-including the belief that it’s only a man’s disease” (The National Heart, Lung, and Blood Institute). The National Heart, Lung, and Blood Institute (NHLBI) and Ogilvy Public Relations Worldwide created The Heart Truth campaign and its Red Dress symbol. This campaign has changed the women’s health community by reaching their public through the media among other approaches.
In 2003, The Heart Truth Campaign teamed up with Fashion Week to start an event that has become known nationwide. First Lady Laura Bush is the campaigns ambassador this year she opened the show explaining the importance of the cause and the meaning behind the red dress symbol. An article found on PR Week “A Fashion Week message for the masses” by Alexandra Bruell said, “Fashion Week is an important asset for New York City, one that highlights the essence and evolution of style and, in the case of Heart Truth, important causes.
I talk about this campaign because we are in the works of our own, but the reason I chose this campaign is how successful it has become since the launch five years ago. The Heart Truth campaign is not only recognized by fashion week but by products like Coke-Cola, Campbell’s Soup. By using broadcast communications companies have a great way to inspire audiences and to reach a vast majority of people through television or Internet or radio. This campaign about is storytelling and relating to people and they do this by using a brand like Diet Coke or Campbell’s Soup or Laura Bush to communicate the Red Dress symbol. These methods of action for this campaign has worked wonders for helping women realize that heart disease is the #1 killer.

PR Predicted to Fare Positively in Economic Recession

Annie Terracina
March 7, 2008

PR Predicted to Fare Positively in Economic Recession

The Labor Department announced today that 63,000 jobs were lost in February due to the current economic recession. As college seniors preparing to enter the workforce, this is troubling to say the least.

What exactly is a recession? According to dictionary.com, a recession is when the state of the economy declines and there is a widespread decline in gross domestic product and employment. Recessions generally last six months to a year.

Fortunately, a recent article from the PRSA by Chris Cobb reports that PR agency professionals are prepared for this turbulent economic time. 

Cobb states that despite the current recession, many agency professionals view this time as an opportunity to grow rather than a potential career disaster. Through surveys on the PRSA web site, two prominent pieces of advice have arisen. Agencies need to diversify and do aggressive public relations for public relations in the business world.

Thomas J. Madden, founder and chairman of TransMedia Group in Boca Raton, Fla. says, “I see this as an opportunity for PR firms to be remind the corporate world that PR is a much more effective way of branding than advertising.” He adds that studies have repeatedly shown that messaging transmitted through the media have more credibility among consumers than advertising.

Kelli Parsons, managing director of the New York office of Hill & Knowlton says her agency had strong growth last year and the beginning of this quarter. “Things can change quickly but we have reason for our optimism,” she says. “Much of the downturn has been contained to the financial-services sector, which is not a significant outsourcer of public relations and communications services. That could change if the downturn impacts other sectors. If it does, and I think it probably will, we are well-positioned because we have a global footprint and offer diversified services.”

However, some firms have seen the negative effects of the recession. Lyria Howland, APR President of Howland PR in Dallas says, “Our agency certainly has felt the economic downturn. I have chosen not to replace at this time two [of four] employees who left in December.”

On the contrary, Parsons of Hill and Knowlton in New York says her agency continues to hire aggressively. “This type of situation can make great talent available, so, while we watch our bottom line, one area we want to continue to invest in is attracting young talent and training,” Parsons says. “We learned that in a downturn, when money is tight, the firm with the best talent wins.”

There is the tip of the week, everyone. Don’t lose sleep over the current recession, and if you want to move to New York, apply at Hill and Knowlton.

WHAT TO DO WHEN IT ALL GOES WRONG

WHAT TO DO WHEN IT ALL GOES WRONG

Amanda Miller

March 6, 2008

Crisis management is an important element of being an effective public relations practitioner. In today's age of corporate scandal, over paid CEOs, poorly made products and health conscious consumers it is especially essential that public relations practitioners be quick on their feet and be able to represent their clients to their highest abilities despite their client's negligence or mistake. There is no better example of what to do in a crisis situation than the Johnson and Johnson Tylenol Case Study. 

Johnson and Johnson had an unfortunate incident of one individual lacing their drug products with cyanide. Seven people died as a result, and a widespread panic ensued about how widespread the contamination might be. Johnson & Johnson acted quickly. They ordered that Tylenol should be recalled from every store and place of sales in the country. Johnson and Johnson did not want their product sold until complete reassurance that their product was completely safe. As a result, Johnson and Johnson developed the tamperproof packaging that would make it much more difficult for similar incident to occur in future. 

Johnson and Johnson case study is know as a text book example of how to respond to a crisis situation. Johnson and Johnson were so successful because they acted quickly and took full responsibility to the situation. They removed their source of concern from the shelves to ensure safety to their consumers. They took measures to ensure that a situation like this would not happen again. Finally, they suffered the short-term blow to in order to regain their international status as a truth worthy company. 

Since we live in a world where news travels at the speed of light. It is important to have crisis management plan. Companies must be able to quickly answer questions and allegations about looming crisis. There are more examples or organizations getting crisis management wrong than doing it right. When crisis strikes, most companies are unprepared and poorly handle the situation. The Exxon Mobile oil spill is a classic example of what NOT to do in a crisis situation. Organizations would have better results if they admit to their mistakes, realize that this event will pass and try their hardest to make the situation right. I think if new public relations practitioners know how to handle themselves in a crisis then we expect great results from the new generation in the public relations field. 

Graphics: http://www.evannewman.com/photography/other/tylenol.jpg 

Public Relations is Not a Dying Profession

It has been rumored, by people like Tom Formeski that traditional PR is, in fact, dying. Critics like Formeski say the increase in online technology like blogs, RSS feeds and podcasts is rendering traditional PR useless.

However, individuals like Steve Simon address this issue and shed new, positive light on this rumor. In fact, Simon openly combats this mentality by claiming there has actually been growth in the PR industry in recent years.

Since there is no denying the fact that these modern technological advances have had an impact on our world, how has their use actually contributed to the growth of public relations? The answer is: several ways.

Online methods of communication have not changed the importance or the necessity of PR messages to reach a specific target audience. They have simply increased the speed by which a PR practitioner can reach the target audience and have also allowed the consumer to select their media preference.

Not only can blogs, RSS feeds and podcasts increase the speed at which a PR practitioner can reach a targeted public, but it actually allows the public to do some public relations work as well. Most of the issues the bloggers discuss actually come from news or articles they have found interesting or meaningful. This can actually generate a buzz that would be difficult for a single PR practitioner to achieve on their own.

In conclusion, the field of public relations is no where near extinction. In fact, it has molded to the new online environment in a productive and efficient manner.

Image from Harvard University RMAS

How to Pitch in the Millennium Era.

How to Pitch in the Millennium Era.

Traci Reiserer

In today's day and age, everyone is busy, on the go and does not have a second to waste. This is why pitching is becoming more and more important to public relations practitioners. Pitching, whether it be over the telephone, by e-mail or in person, can be one of the most difficult yet important tasks in the public relations profession. The reporter on the other line might be distracted by others, working to finish up a story on a deadline or just flat out does not have time to talk to you. Whether you are pitching a feature story, exclusive story or breaking news story, you need to be prepared and know when and how to pitch. The absolute worst thing one can do when trying to pitch a story is to be unprepared.


Pitching by Telephone: The telephone is one of the most common ways to pitch to a news writer. When on the phone, it is best to act as if you only have 30 seconds to pitch the story; 10 seconds if you want to "speed pitch." The most effective way to start your pitch is to immediately explain why you are calling and begin to convince the reporter that your story is extremely important. Always ask a reporter if it is a good time for them to talk, otherwise they will not listen to you and will probably rush you along. Explain to them why your story is important in just a sentence or two and why readers will want to hear about your story. Immediately close the deal with them and ask if he or she has any questions.

Pitching by E-Mail: These days, many people pitch by e-mail. Since our inboxes now are filled with junk mail and spam, this might not be the most effective way to pitch a story. On the contrary, with e-mail, you can make a quick statement with a catchy headline as well as add a few pictures to catch the eye and attention of your viewer.

Pitching by Facebook: Surprisingly, one reporter suggested that PR practitioners pitch to him via his Facebook wall. This might not be completely valuable for all PR practitioners since not everyone is listed on Facebook and does not have that sort of contact information. Not to mention that everyone will see your wall post and could steal your story. Better safe than sorry.


Although there are many different ways and tactics to pitch a story, most PR professionals still think the most efficient and formal way to pitch a story is to simply pick up the good ole telephone.

Photograph Link:

http://hometown.aol.com/arisenshine/images/phone%20call.jpg

Preventing A Crisis Within A Company

Preventing A Crisis Within A Company

Leah Parker

Many companies are not prepared for a crisis if one were to happen within their company. Companies and organizations do not think crisis situations will happen with their company but they are wrong. Anything could happen at any time whether it be their fault or someone else making a fool of them to the public. This is why everycompany should have a crisis prevention plan.

A smart thing for a company to do is have a crisis team or a crisis person for their company. This is a good way to call for fast action. This person or team should be trained before hand and know the prevention plan. One thing to know is not how to behave in a crisis situation but what to do and when to do it. One can not go out without thinking what to say and overlooking everything.

The first step a company should do is go around and interview people within the organization to come up with all crisis possibilities. Questions should be like "What do you think might go wrong here, that would result in a crisis?" Let them know what about worst case scenarios and the impossible situations. Spend a lot of time on this step and gather all research to start a good plan.

The second step is creating a template for the plan. This prepares the company for news conferences and what they will say. It should encompass words that can communicate to all audiences during the first hours that the crisis goes public.

The third step takes a lot of time because it consists of going back to step one and writing possible plans for each worst case scenario. Each scenario should have the right words and key messages. The reason for doing this is to make sure the language is appropriate and everything is set right.

After coordinating each plan, the company then should execute the plans making sure they will positively work, in other words, test the plan. The plans may seem perfect but in a test the flaws can be exposed. These tests should be sought out with real people.

Overall, a crisis prevention plan can take lots of time but in the end it is all worth the trouble to save the company's name and reputation. There are many books and Web sites that can knowledge you with many tips and plans for crisis situations.

The Biggest Mistakes

Responding Before A Crisis Happens

Companies Unprepared

Branding and Public Relations in the Political Arena

Branding and Public Relations in the Political Arena

Ashley Rahill

Branding and public relations both play a significant role in today's political process. In a country where politics regularly make the nightly news, we have come to expect catchy slogans and polished speeches from our politicians. Public relations in politics refers to a wide range of activities, including staging debates, holding seminars for government leaders and influencing legislation. Political candidates as well as already existing government officials at the federal, state and local levels engage in public relations practices. Politicians have long recognized the need to communicate in ways that people can understand and identify.

Is this a recent development? Certainly not.

Contrary to popular belief, public relations in politics did not appear out of thin air in the last ten years. Great leaders as far back as Julius Caesar have used branding and public relations tactics to distinguish themselves from the competition and gain support for their ideas. Caesar's approach to keeping the Romans content is much like the approach used in government today. Caesar was no stranger to the PR stunt, which became a regular aspect of the public relations industry in the twentieth century. Caesar used techniques to improve his reputation while still managing to remain separated from the worsening conditions in Rome.

Let's face it. Politicians have never been strangers to the latest trends in marketing and public relations. I would even venture to say that they have become good marketers. They market themselves much the same as Apple markets its newest MP3 player or latest phone model. When we watch a presidential debate or State of the Union address, we expect a full-blown performance from our government officials and candidates and are disappointed when they fail to deliver.

Take some taglines from the 2008 presidential campaign as examples. Barack Obama's "Change we can believe in" is pure political genius. Obama has risen from the dust and is now in the lead for the Democratic Party nomination. John McCain's lead over the other Republican candidates has been significant, and his spot in the general election has become a certainty. His slogan, "Ready to lead on day one," has been inspirational to millions of Republicans.

So, why do politicians consistently choose branding and public relations tactics to get elected and increase approval ratings? The answer is simple: it works. Branding has become a necessary aspect of politics and is an approach that helps capture support. It is especially effective among young adults.

Branding has everything to do with increasing awareness and providing positive association, and in any successful political campaign, these qualities are imperative to get votes flowing and support increasing. Whether or not the politician performs well after the election is an entirely different branding question altogether.

Photograph provided by http://www.president08.net/images/homepage.jpg.

Non- Profit Public Relations

Non- Profit Public Relations

Amanda Pardee

Some of the largest and most well- known public relations efforts, that are not profit related, are the efforts focused on causes. These non- profit organizations have grown in number and size over the last twenty years and utilize the same techniques and principles of sound public relations firms across the world. From the nationally known Susan G. Komen run to Lance Armstrong's yellow Livestrong arm bands, public relations is all around and increasing awareness of several causes that deserve much recognition. 

This field of public relations has expanded greatly not only in size, but also in competitiveness. The competition for support, volunteerism and donations requires much media involvement and creativeness. It has been seen at several benefits and other events that celebrities and other entertainment figures attend which in itself increases public relations efforts. There is actually an organization that is committed to increasing celebrities participation and support for various non-profit organizations. The basic techniques used by public relations practitioners such as publications, events, etc., increase awareness for these causes, but there have actually been some steps made to create specific non-profit techniques to increase desired results. The non-profit PR team of 2007 was Mission Children's Hospital who took on their challenge and reached an outstanding donation amount of $11,016,000.

Non- profit public relations is an opportunity for practitioners to establish prestige due to the benefits these efforts in the end provide. Non- profit efforts might not provide the tangible results sometimes desired in public relations campaigns, but they provide measurable increases in contributions to something beyond that. Having success in these efforts not only causes a boost in public relations, but a sense of satisfaction for helping a cause that is truly worthwhile.

Pitching to broadcasters: some must-know results

Pitching to broadcasters: some must-know results

Katie Puckett

Pitching to broadcasters and reporters is a well-known strategy of any public relations professional. In May 2007, DS Simon Productions asked 79 participants in a nationwide survey of reporters and broadcasters, to rate PR pros and give insight on how story decisions are made in the newsroom. The respondents also address the growing role of management in newsrooms. If you want to get your client in the news, here are some things to think about before pitching to a broadcaster:

   56.4% of broadcasters love to be pitched by e-mail;

   41.3% hate being pitched by telephone, and 27.6% hate being pitched by fax;

   38.4% think that only 1/3 of PR people are knowledgeable about their programs

   95.7% of reporters and producers work on stories that appear on their Web site;

   52.2% said that their station's Web site could be pitched separately from newscasts;

   95.5% said that their Web site uses multi-media content;

   Only 16% of stations are banned from using third-party video; and,

   Healthcare stories are still in most demand - 79.1% of respondents expressed high

   interest in health stories.

 

As the results show, when pitching to broadcasters and reporters PR professionals should use multiple outlets such as the station’s Web site to get the client and story out there. PR pros should also keep in mind that, when pitching, they need to give the reporter or producer tools to sell the story to their manager. The story or press release should be newsworthy and timely or it won’t have a chance ending up on air. If you want feedback, the phone is the most important part of an effective pitch, but the results prove that broadcasters prefer e-mail pitching above all else.