Excuses, Excuses

Rodriguez explains that in this weakened economy, state funding has been reduced and students must compensate for the lack of funds.

“Unfortunately, due to drastic state funding reductions, VCU must now consider substantially increasing tuition to a level that would be more in line with other Virginia research universities,” said Rodriguez.

Give Me A Break

I am a full-time student and a full-time employee, I can barely afford tuition as it is.  Given the state of the economy, VCU should give us a break especially since over 30,000 students attend this university.  Does VCU really need the extra money they are proposing we pay with the tuition increase?

Paying More To Cut Back

This is what we’re paying for:

• Fewer Courses Offered
• Fewer Sections of the Courses
• Increase of Class Size
• Adjunct Professors

We are paying more in our tuition to continue these cutbacks.

More Bang For Our Buck

I know VCU offers a high-quality education and  I believe you should get what you pay for.  I’ll admit the low tuition costs influenced my decision to attend VCU three years ago.  As I progress in my academic pursuits at VCU, the tuition keeps rising.  I re-evaluate my decision and that low tuition cost is no longer a contributing factor to the benefits of attendance.

See what you’re paying for:  http://www.enrollment.vcu.edu/accounting/index.html#fees

An excerpt from “Media Ethics: Cases and Moral Reasoning” by Christians states,

“In almost any gift-giving situation, there is some expectation of return, whether is it a tax deduction, a named building, or an enhanced reputation. That’s why anonymous gift giving is so rare. Giving always occurs within a social context that makes a gift reciprocal in nature. Perhaps corporations that give with some expectation of return are only being more strategic and explicit than predecessors who gave with equal expectations but said less about it – or who gave without planning. For a gift to be genuinely altruistic in nature, that is, for it to demonstrate other-centered love, it must have benefit to the recipient as its primary motive and purpose, but not necessarily its only motivation or purpose. Therefore, strategic or “smart” giving may be regarded as ethical.”

In the true nature of giving there are no expectations of reciprocity.  In today’s society, corporations give for recognition and to reap benefits that recognition entails.  I agree that a sincere gift has the recipient as its primary purpose and motive.  Will Marre has an insightful viewpoint on the role of corporate philanthropy and corporate social responsibility and its ability to affect the world.

Home Depot. Volunteers (employees) use materials from their stores to build homes for Habitat for Humanity.  This is an example of strategic giving.  To argue both sides, consider that Habit for Humanity exists to build homes for those in need and Home Depot. has the resources to make that possible.  Home Depot. benefits from the recognition they receive for supporting the development of more than 50,000 homes through their financial investment as well as providing volunteers.

Exxon/Mobile’s corporate logo features a tiger and the company donates large sums to help protect tigers and their environment.  This is another example of strategic giving.  The only connection Exxon/Mobile has to tigers is its logo.  The donations given by Exxon/Mobile are especially relevant today because there are a plethora of endangered species, animal rights groups, wildlife preservations, etc that appreciate the contributions that Exxon/Mobile has made.

Other companies such as Texaco, Mitsubishi Motors, American Express, and Avon also give strategically.  In 1992, Avon launched a program to raise breast cancer awareness.  Avon does fundraising and breast cancer walks to raise awareness.  Breast cancer is the 7^th leading cause of death for women in the United States.  Every 3 minutes, there is a new diagnosis of invasive breast cancer which means every 3 minutes, someone’s parent, sibling, friend, or even themselves are at risk.  This cause affects many people and that’s why so many are in support of Avon and their contributions to the cause.  Avon benefits from recognition, name building, an enhanced reputation, and increased clientele.

Links to websites that have relevant information about using charitable giving as a PR strategy:

Creating Loyalty Library

Articlesbase

International Journal of Communication

• Attribution—lets others copy, distribute, display, and perform your copyrighted work
• Share Alike—allows others to distribute derivative works only under a license identical to the license that governs your work
• Noncommercial—lets others copy, distribute, display, and perform your work, but only for noncommercial purposes
• No Derivative Work—lets others copy, distribute, display, and perform only verbatim copies of your work

Three reasons why PR practitioners should use a Creative Commons license include:

• Publicity
• Making information readily available
• Less hassle

Allowing others to take the practitioner’s content and use it in different ways increases publicity.  The publicity created also increases awareness and allows it to be distributed to different publics, some of which may not have been reached otherwise.

There’s a growing movement of people in support of information going into a public domain faster rather later.  Some practitioners get copyrights for their content but making the information readily available, allows it to be used now rather than waiting for the copyright to expire.

Also, there’s less hassle using a Creative Commons license when others want to use the content in certain ways.  Some practitioners try to give their content away because it is likely someone will use the information in a way it wasn’t intended.

• Facebook
• Twitter
• YouTube
• Skype
• Wikipedia

Facebook

Facebook is the ultimate social networking utility.  It has become more widely used throughout the years.  First, it was exclusive to a single university and now anyone with an e-mail address can join.  I know from personal use that individuals use this tool to advertise, promote events, share photos and videos, and connect with others.  A PR practitioner could do the same.  A PR practitioner with a 1000 friends could make a status that would pop up in each person’s news feed instantaneously.  Also, one can advertise a product, send event invitations to a promotion party, post photos from the party, and create a group for an organization in which members could discuss and share ideas.

Twitter

Celebrities, companies, and individuals have a twitter. If a PR practitioner had a twitter, the practitioner could gain followers and tweet about information and promotions for a particular organization.  Also, by following others, the practitioner could get a better understanding of their potential audience by the things they tweet.

YouTube

Simply put, YouTube is awesome.  Individuals access this site everyday, professors reference YouTube videos during lecture, and it’s just an essential tool for video sharing.  A PR practitioner could upload videos about an organization, a product, promotion material, and choose appropriate tag lines so when people search the tags the particular video will appear.

Skype

Skype is a live casting utility.  It is becoming more popular and a PR practitioner should always keep up with “what’s next”.  This service allows individuals to communicate visually in other states, countries, and across the world for free.  So if the practitioner has business in India, the practitioner won’t have to fly to India or even make an international call, they’d just Skype it.

Wikipedia

Wikipedia is usually the one of the first sites to appear in a search engines results.  Although, the information may be altered at anytime by anyone, individuals still rely on it for information.  A PR practitioner could make a Wiki for the organization they are representing down to specifics.  This is useful because the information is coming from a knowledgeable source and the organization can be represented the way intended.

The three most important things a PR practitioner can do during a crisis include:

• Immediate response to the situation
  • Problems sometimes become crises when they are ignored.  When crises are ignored, it only makes the situation worst which is why the organization should act immediately.
• Communication with key publics
  • During a crisis, it is imperative to inform the stakeholders of the situation because an organization would rather have approved information spreading rather than hearsay or assumptions of the situation. 
• Corrective action
  • Once a crisis has occurred, there needs to be a resolution to benefit the organization and the organization’s publics, when possible.  A great example of corrective action is Johnson & Johnson’s response to the Tylenol ordeal in 1982.

PR practitioners do not necessarily “solve” crises but they do help to remedy the situation.  In solving a crisis, a PR practitioner communicates with organization’s publics providing a constant flow of information pertaining to the situation.  Also, the practitioner tries to amend the situation and restore the organization’s image as soon as possible.  To ensure that similar crises don’t occur again, the practitioner sets precautions to address the problems before they become crises.

In some cases, such as the Tylenol fiasco, a crisis can benefit an organization because resolution innovations can bring about changes in entire industries.  When Tylenol was reintroduced in the market, the packaging was triple-seal tamper resistant.  This brought about a new era in capsule bottling which rebuilt the reputation of the company and restored confidence in the consumers.

• Agenda-Setting Hypothesis—media does not tell individuals what to think, rather what to think about
• Uses and Gratifications Theory—the audience chooses which messages will be received and acted upon

The difference between the two theories is the source of power and influence.  The Agenda-Setting Hypothesis implies that the media has superior influence.  Most media outlets carry the same stories and the audience is led to consider what is “most important” from what is shown, whether it’s from the Times-Dispatch, Fox News, news radio, or other media outlets.  The Uses and Gratifications Theory allots power to the people and is the only communication model that does so.  This theory is the reverse of the Agenda-Setting Hypothesis because the audience has an influence on the media.  This reciprocal relationship allows for balance of power in that some news stories are influenced by media outlets and others are influenced by the people.

PR practitioners play roles in each of the two theories.  In the Agenda-Setting Hypothesis, a PR practitioner’s role is to inform the media of issues so publics can be persuaded.  In the Uses and Gratifications Theory, a PR practitioner’s role is to make their issue appealing to the publics, change opinions on such issues, and persuade publics to act in accordance of the issues.

This website, prfordummies.org, will contain templates for news releases and newsletters, including samples, format, and tips and tricks of the trade for free.  Also, there will be starter questions for all types of interviews; celebrity, experts, publics, and more.  This website will serve all your PR needs.  It’ll be like the Google of the media industry.  Although, the site contains free information, those who have APR, will have exclusive membership rights to the latest and most effective tactics and information.  Ultimately, the goal is to assist organizations and practitioners, thus raises the awareness of the site and generating more credibility for the profession.  It is expected that the user population will expand to all Americans in need of PR assistance; high school yearbook staff, university professors, book clubs, candidates for office, and more.

To measure awareness and use of the website, there will be a “visit ticker” that calculates the number of visits to the site.  The site may not be an instant hit but once people know about it, the “visit ticker” is expected to increase between days, months, and years.  The site will be updated regularly because the PR profession is changing everyday with more ideas, tactics and creativity. The primary tactic involved with this outcome objective is the website itself.

The other objective is to present free informational sessions at universities, open to students, professionals, and the community.  A total of 50 informational sessions will be held in every major city in the USA by knowledgeable administrators of the site to introduce the launch of the site.  Tactics used with this output objective include face-to-face presentation with video.

I believe this plan will be successful in creating more credibility for PR because as Communications Director of the PRSA and have a plethora of resources to help create the site, maintain the site, and spread the word of the site.  There is no other website like this and some organizations may be amateurs at public relations.  This will be used as a tool to inform and improve organizational and personal facets of PR.  There are also similar help sites for other professions, such as WebMD.com for medical professions which is fairly popular.  I believe that once awareness is created, creditability will follow.

Contrary to what some may believe, PR is not a profession but a trade.  By law, there is no certification required to practice PR.  Edward Bernays, father of PR, suggested that the government acquire a licensing process to make PR a profession.  If this was to happen, the PR field would gain more respect, PR practitioners’ salaries would increase, and those who practiced unethically would lose their rights to practice PR.   The legal objection to PR licensing is freedom of speech.  If a license is required to communicate to publics, then only a select few would be able to do so.

The PRSA initiated Accredited in Public Relations (APR).  Proficiency in this assessment means one has successfully demonstrated competency in the knowledge and skills required to effectively practice in the modern day field of PR.  This accreditation is good for life and serves to distinguish PR professionals who are committed to the profession and its ethical practices.  With APR, PR practitioners can attain more credentials. The disadvantages of APR are that it isn’t widely known nationally or internationally, and if a practitioner loses his/her accreditation, he/she can still practice PR without it.

I propose three ways PRSA can make accreditation more visible/important to business leaders.  PRSA should combine forces with top PR firms in the country and make APR a requisite for employment.  This will ensure that the practitioners the firms hire are proven specialists in their field.  I think PR firms would be in compliance with this because practitioners should be able to demonstrate their knowledge and abilities when being considered for a position.  For example, colleges request SAT or ACT scores from prospective students to see how they measure up so why shouldn’t companies use the same concept. 

Another proposal is for colleges to incorporate APR into the curriculum for PR majors.  So in order to receive a degree they must pass a class that teaches APR information and prepares the students for the APR which they will take at the end of the semester.  This will look good for the students because it shows that they not only got a degree in PR but can effectively compete in the PR industry after graduation.  This will also look good for the colleges because it’ll be one more area in which they can boast about.  For example, VCU has one of the best art programs; they can add PR to their list of superior programs over other schools which will increase its prestige and interest among prospective students. 

I also propose that there be an APR requirement for jobs with salaries earning over $50,000.  This gives APR practitioners an advantage.  They are able to apply for better paying jobs and if other practitioners want to earn more than $50,000, then they will have to be certified.  Employers are also at an advantage because they get to choose from the highly qualified practitioners for the important public relations needs.

The 5 most essential skills and/or traits a PR practitioner must have to succeed in his or her career include:

• superior writing and analytical skills, and outstanding presentation skills;
• an inquiring and creative mind, with a conviction for seeing things through, from conception to execution;
• client counseling, new business development and strategic program development;
• experience with new digital media and social networking tactics and program development; and
• industry knowledge regarding vendors, promotional tools, and best practice.

Ogilvy Public Relations Worldwide insists that superior writing and analytical skills, and outstanding presentation skills, are needed to succeed.  In theory, these skills should come easily because students learn writing skills in elementary school, presentation skills in high school, and analytical skills in college so when students reach the graduate level, all three have been developed and mastered.  Individual writing skills may be exceptional, but it’s put to the test when compared to others competing for the same position.  These three skills are important because PR practitioners write press releases and they have to earn placements in newspapers, magazines, television, etc.  So it pays to critique and perfect your own your skills to be the best possible. 

An inquiring and creative mind, with a conviction for seeing things through, from conception to execution is needed to succeed as a PR-VP of Public and Corporate Affairs. Creativity is the basis for PR.  One must be innovative and have new ideas to make it in the PR world.  Conviction in seeing projects throughout their duration is important because it shows determination and persistence; two qualities that are also valued in long-term careers. 

Client counseling, new business development and strategic program development are also needed to succeed as a Senior Vice President of Consumer Brand Marketing.  New business development is important because most new businesses aren’t very successful when they first start, that’s why it needs the most help in order to attract business.  Strategic program development is important because with every successful venture there is a brilliant plan prior to guide it. 

Experience with new digital media and social networking tactics and program development is also needed to succeed as a Senior Vice President of Consumer Brand Marketing.  Social networking is key.  Connections with the right people could help one land an internship or seal the deal with a client.  PR practitioners always have to be familiar with what’s new and what’s next so they stay ahead and can tell others the way trends are headed. 

Industry knowledge regarding vendors, promotional tools, and best practices are essential skills needed to succeed as a Senior Associate of Promotions.  It’s important to be knowledgeable of the industry you are in and the clients you are working for to be most effective at your job and knowing the best practices to use in a given situation.

http://www.flickr.com/photos/perryej/1029988108/

Public relations is a very broad field which creates a wide array of duties for a PR practitioner.   These duties vary depending on clients, investors, events, and circumstances. As stated by Public Relations: A Values-Driven Approach by Guth and Marsh, “Public Relations is the values-driven management of relationships between an organization and the publics that can affect its success.”

The term public relations combines marketing methods and advertising tools to form relationships and strive towards positive outcomes. PR is the glue that holds an organization together because great ads don’t necessarily guarantee consumption of a product and the best marketing skills may not appeal to the publics.  In particular, I believe PR practitioners have an insight to consumers and can make people, companies, and products more appealing to the different publics; essentially doing the jobs of advertising and marketing.  

Consumers are the main focus of advertisers and marketing executives so their objective is getting as many as possible, while PR practitioners’ target group is not only the consumer but many publics.  PR practitioners provide information to earn placement in a magazine or newspaper.  Portions of a press release or content provided by a PR practitioner may be selected for placement in publications or disregarded.  Unlike earned placement, paid placements from advertisers and marketing agencies are guaranteed.  

Marketing is primarily about sales while public relations and advertising are used to inform and change views about issues or products.  Ethical PR practitioners advocate for both sides, the publics and the organization, to maintain healthy relationships between the two.  I would also argue that the language used in PR is more personal compared to marketing and advertising, referring to people as ‘stakeholders’ instead of ‘targets’. 

 “Public Relations should never be ranked below marketing or advertising within an organization. Marketing and advertising should be placed under the umbrella of public relations because they usually target only one group – the consumer.”  I agree with this quotation.  People sometimes overlook PR because PR done properly is not directly seen or not as straight forward as for example, a Macy’s ad in the Sunday paper.  For instance, a PR practitioner may have to do damage control, put out a press release, and plan an event to revive the name of a organization.  The public may see that as the organization is apologetic, it paid an editor to print promotion for their event, and there will be an event with free stuff.  In reality, the PR practitioner is being strategic.  He/she doesn’t hesitate with manners of damage control and comes up with a way to win back the integrity of the organization.  At the event, free stuff products are given out as a promotional technique.   

 Ranked the next highest should be marketing because marketing agencies do the research and put together elaborate ideas to target consumers.  Advertising should be ranked last because all of the information should follow a cycle: PR practitioners find what the public wants, marketing agencies find the best way to appeal to the target groups, and advertisers make ads using the ideas from marketing to increase sales for the company.