In my law of public communication class we just finished our section on copyright law, and when I saw this article on the Bulldog Reporter's Daily' Dog by Frank Zeccola, it reminded me of our class discussion about the YouTube-Viacom case. I find this case so interesting because it proves that legislation can never catch up with technology. As soon as a law passes making such-and-such illegal, tech-savvy consumers just find a way around it. That's not to say that copyright doesn't serve an important purpose for society. It exists to add creativity in the public domain by giving authors incentives to create new works, thereby improving and benefiting society as a whole. (On a quick side note, purchasing movies and music is a good idea, and I'm fully for it.)
I guess I should back up a minute here and explain why this YouTube case is so interesting to me. When Google bought YouTube, they set aside somewhere in the neighborhood of $200 million knowing that as soon as the deal was made, the litigation would start pouring in because now the copyright holders have some big bucks to go after.
Like Kaleel Sakakeeny said in the article, if Viacom is smart, they'll go for a deal with Google/YouTube rather than trying to hold fast to copyright that is becoming increasingly hard to protect. These massive we-own-everything copyright holders like Viacom have been clinging steadfastly to the dying notion that they will and should have an iron grip over every little piece of copyrighted material. Thank goodness for fair use, right? Well, there's a fine line between fair use and infringement.
Now, like I said before, if Viacom was smart they would try to get some good PR out of this and use it as a image boost in the eyes of young people/college students like myself who are the primary users of YouTube. Instead of looking like a bunch of curmudgeons, they should try come out on the better end of this and win some favor in the eyes of students. Many students share the opinion that big companies are just greedy and are out to get everyone.
It's going to be impossible to maintain the tight control over everything, so why not try to just try to strike a profit-sharing deal, or find a more innovative way to adapt to their ever-changing environment. The social media are not going to away. Just like systems theory explains, organizations that don't adapt to their environment die, no matter how big and powerful and tough they think they are.
It's ironic in a way that this study found most of the copyright-infringing videos were hardly watched. That begs the question, what are they really suing for here?
Tuesday, April 10, 2007
Monday, April 2, 2007
crisis communication
This pet food recall has crisis communication fresh on my mind. With a crisis like this on their hands, and no good PR to speak of, it begs the question, "What is this company thinking?!?"
There's simply no reason to lack PR plans for issues, crises and catastrophes. The lame old excuse of pretending like the worst possible scenario will never happen to our company doesn't hold water anymore. Bad stuff will happen to you at some point. It just depends on the degree of severity. Having a PR plan in place will help with the damage control. Yes, dwelling on all the disasters that could befall your organization is a scary thought, but it's not an optional task here. You MUST do it!
Look at it like this, what's worse, sitting there for a day or two at a time thinking up all the dreadful events that will place your company under glaring public scrutiny or having a well-thought out, smoothly executed action plan for when Awful Event X occurs? During a crisis, pandemonium will ensue, and rather than running around like chickens with your heads cut off, you and your colleagues will have a plan of attack.
If that still hasn't convinced you that you NEED an a crisis communication plan, think of it this way: you will look so much better in the minds of your customers, the media and the general public (and you might need any image boost you can find after your disaster), if you have a fast, effective way to communicate important information with affected publics and hopefully a method to come up with a temporary solution. When you're in a crisis, information is the sole factor everybody wants and no one seems to have. You have to find a way to get that information to the people who need it most.
Just imagine how much better (at least marginally better) the impression of Menu Foods might be right now if they had a plan that implemented these aspects. I mean, here's an idea, why not have a list of suppliers with direct contacts at each one, who they could contact immediately in case of a problem with their pet foods and have questionable foods removed from store shelves as a precaution. Pet owners would be inclined to think Menu Foods actually cares. Also, a comprehensive and easily located and accessed list of all the suspected tainted foods would help.
Out of curiosity, did anyone check the list on the Menu Foods Web site to see if their pet's food was safe? I did, and it was such a hassle! You clicked on the brand name, and you were taken to a link on that site and 10 clicks later you found the information you wanted. Tip: that was way too complicated. Make it much simpler for panicked pet owners who want to make sure their baby isn't being poisoned.
All I have to say: thank goodness one of my cats is allergic to wheat gluten.
There's simply no reason to lack PR plans for issues, crises and catastrophes. The lame old excuse of pretending like the worst possible scenario will never happen to our company doesn't hold water anymore. Bad stuff will happen to you at some point. It just depends on the degree of severity. Having a PR plan in place will help with the damage control. Yes, dwelling on all the disasters that could befall your organization is a scary thought, but it's not an optional task here. You MUST do it!
Look at it like this, what's worse, sitting there for a day or two at a time thinking up all the dreadful events that will place your company under glaring public scrutiny or having a well-thought out, smoothly executed action plan for when Awful Event X occurs? During a crisis, pandemonium will ensue, and rather than running around like chickens with your heads cut off, you and your colleagues will have a plan of attack.
If that still hasn't convinced you that you NEED an a crisis communication plan, think of it this way: you will look so much better in the minds of your customers, the media and the general public (and you might need any image boost you can find after your disaster), if you have a fast, effective way to communicate important information with affected publics and hopefully a method to come up with a temporary solution. When you're in a crisis, information is the sole factor everybody wants and no one seems to have. You have to find a way to get that information to the people who need it most.
Just imagine how much better (at least marginally better) the impression of Menu Foods might be right now if they had a plan that implemented these aspects. I mean, here's an idea, why not have a list of suppliers with direct contacts at each one, who they could contact immediately in case of a problem with their pet foods and have questionable foods removed from store shelves as a precaution. Pet owners would be inclined to think Menu Foods actually cares. Also, a comprehensive and easily located and accessed list of all the suspected tainted foods would help.
Out of curiosity, did anyone check the list on the Menu Foods Web site to see if their pet's food was safe? I did, and it was such a hassle! You clicked on the brand name, and you were taken to a link on that site and 10 clicks later you found the information you wanted. Tip: that was way too complicated. Make it much simpler for panicked pet owners who want to make sure their baby isn't being poisoned.
All I have to say: thank goodness one of my cats is allergic to wheat gluten.
Sunday, March 18, 2007
7 ways to find that perfect (PR) job
Why seven you may ask? Well five wasn't enough and 10 is far too common. I had to be original, so seven it is.
My seven suggestions for finding your perfect PR position:
1. Plan ahead
Start out with all your ducks in a row, and you'll already be in a better position than your competition. Have dates marked in your calendar and your memory if you can. This sounds so elementary, I know, but when talking with a potential employer, you'll look like you really have it together if you can give them exact dates. Remember, employers notice someone who can manage his or her personal schedule well. Those skills translate into work too. For those of you already addicted to your rigid schedule, keep in mind that employers like to see flexibility too.
2. Go to career fairs, even when they don't look promising
Go and talk to as many businesses as you can. Even if they don't look promising on appearance, wander the aisles and just meet people. I attended a career fair for mainly business majors and ended up falling into conversation with a woman who graduated with a journalism degree from my university, shifted to public relations and is looking to build her practice. At the very least, you will learn about a company and meet some new people. You never know who they know; that accounting firm might have contacts in PR.
3. Learn the industry, find your niche
How many different ways can you say PR? What I mean is that PR has so many niches, you need to know what interests you the most. Personally, I love agency world. I find it exciting, challenging and fun. Some practitioners think we agency folk are crazy; they feel like it's such a whirlwind pace they can't catch their breath. Learn about all the different opportunities available to you. Agency, nonprofit, corporate, government, health care, education; they all represent completely different opportunities and challenges in the field. Knowing about yourself is going to help too, which goes along with my next point.
4. Understand your personality
You can't possibly pick the realm of PR that suits you best if you don't know how your personality stacks up against the various aspects of the aforementioned fields. For me, I loathe fundraising, therefore, nonprofit would NOT be the way to go. I can do it, but it's not my first choice. I have a friend who has a huge heart for service and wants to do nonprofit PR more than anything. It combines her two loves in one career. Take a personality test or two, or sit down and objectively analyze yourself. I think it helps to start by asking yourself what you want out of your career and go from there.
5. Get advice
Probably the most underrated, forgotten point on the list. Seeking advice from people who have searched for an entry level PR position before can help you figure out what places in your search are going well and which ones need more attention. If you can't find a PR person to talk to, the next best person is a career counselor or even someone who has experienced searching for an entry level position in other fields, like business. Even if you know you have it together, a little reassurance never hurts.
6. Network, make contacts and keep in touch
The old saying, "It's not what you know, but who you know," comes to mind. Now that's only partially true; if you are incompetent, even if you land the job, you'll eventually get fired. But knowing people helps. Don't be afraid to tap those contacts. Asking people if they know of any openings in your field is a great place to start. Daunting I know, but once you get the hang of it, it'll be second nature to you. Then 15 years down the road when someone asks you the same question, you'll know exactly how to help them.
7. Have a back up plan
Unfortunately, job offers don't always work out, so be prepared. This is where having lots of contacts and good networking skills can really help you out. Remember that woman you talked to who offered you that job you weren't so sure about? Now maybe the timing is better for you to consider it. Your back up plan will probably be constantly changing, and won't look anything like that to-the-letter crisis plan you put together for your client. Even if it remains a little vague, the point is that you've thought about it. It'll keep you constantly evaluating your options.
My seven suggestions for finding your perfect PR position:
1. Plan ahead
Start out with all your ducks in a row, and you'll already be in a better position than your competition. Have dates marked in your calendar and your memory if you can. This sounds so elementary, I know, but when talking with a potential employer, you'll look like you really have it together if you can give them exact dates. Remember, employers notice someone who can manage his or her personal schedule well. Those skills translate into work too. For those of you already addicted to your rigid schedule, keep in mind that employers like to see flexibility too.
2. Go to career fairs, even when they don't look promising
Go and talk to as many businesses as you can. Even if they don't look promising on appearance, wander the aisles and just meet people. I attended a career fair for mainly business majors and ended up falling into conversation with a woman who graduated with a journalism degree from my university, shifted to public relations and is looking to build her practice. At the very least, you will learn about a company and meet some new people. You never know who they know; that accounting firm might have contacts in PR.
3. Learn the industry, find your niche
How many different ways can you say PR? What I mean is that PR has so many niches, you need to know what interests you the most. Personally, I love agency world. I find it exciting, challenging and fun. Some practitioners think we agency folk are crazy; they feel like it's such a whirlwind pace they can't catch their breath. Learn about all the different opportunities available to you. Agency, nonprofit, corporate, government, health care, education; they all represent completely different opportunities and challenges in the field. Knowing about yourself is going to help too, which goes along with my next point.
4. Understand your personality
You can't possibly pick the realm of PR that suits you best if you don't know how your personality stacks up against the various aspects of the aforementioned fields. For me, I loathe fundraising, therefore, nonprofit would NOT be the way to go. I can do it, but it's not my first choice. I have a friend who has a huge heart for service and wants to do nonprofit PR more than anything. It combines her two loves in one career. Take a personality test or two, or sit down and objectively analyze yourself. I think it helps to start by asking yourself what you want out of your career and go from there.
5. Get advice
Probably the most underrated, forgotten point on the list. Seeking advice from people who have searched for an entry level PR position before can help you figure out what places in your search are going well and which ones need more attention. If you can't find a PR person to talk to, the next best person is a career counselor or even someone who has experienced searching for an entry level position in other fields, like business. Even if you know you have it together, a little reassurance never hurts.
6. Network, make contacts and keep in touch
The old saying, "It's not what you know, but who you know," comes to mind. Now that's only partially true; if you are incompetent, even if you land the job, you'll eventually get fired. But knowing people helps. Don't be afraid to tap those contacts. Asking people if they know of any openings in your field is a great place to start. Daunting I know, but once you get the hang of it, it'll be second nature to you. Then 15 years down the road when someone asks you the same question, you'll know exactly how to help them.
7. Have a back up plan
Unfortunately, job offers don't always work out, so be prepared. This is where having lots of contacts and good networking skills can really help you out. Remember that woman you talked to who offered you that job you weren't so sure about? Now maybe the timing is better for you to consider it. Your back up plan will probably be constantly changing, and won't look anything like that to-the-letter crisis plan you put together for your client. Even if it remains a little vague, the point is that you've thought about it. It'll keep you constantly evaluating your options.
it's all about the details and the big picture
I just got back from vacation in Las Vegas, and while I relaxed out there it reminded me of the press event I helped plan there this past summer. Nothing quite compares to planning a press event. I love it. I'm a detail person, but I like to see the big picture too. On all those personality tests where they ask you which one you prefer, I never know what to choose. I want both.
Planning a press event, or any event for that matter, takes lists and dates and schedules and a major coordination effort on the part of many people. When it finally comes to fruition, and you see all your hard work pay off, you know it was well worth the effort. That's partly why for me PR is such a rewarding career. You make it happen. I relish that sense of accomplishment I feel when the event ends, mainly because for those brief 30 seconds I forget I have 7 million other things that piled up, awaiting my attention.
I like that PR creates a balancing act between so much, between details and the big picture; between strict planning and flying by the seat of your pants. Versatility really appeals to me, and PR definitely never lacks in variety.
Planning a press event, or any event for that matter, takes lists and dates and schedules and a major coordination effort on the part of many people. When it finally comes to fruition, and you see all your hard work pay off, you know it was well worth the effort. That's partly why for me PR is such a rewarding career. You make it happen. I relish that sense of accomplishment I feel when the event ends, mainly because for those brief 30 seconds I forget I have 7 million other things that piled up, awaiting my attention.
I like that PR creates a balancing act between so much, between details and the big picture; between strict planning and flying by the seat of your pants. Versatility really appeals to me, and PR definitely never lacks in variety.
Tuesday, February 20, 2007
all things considered, i do love fashion
So fashion PR could be my calling. I have always loved clothes. And shoes. And jewelry. And purses. And you get the idea. Even as a little girl, I'd be ready to leave the house and decide my outfit just wasn't quite right, so I'd dash back upstairs and put together a completely new look. As you probably guessed, it drove my parents crazy.
Now as a college senior, exploring the realm of PR niches, my professor introduced me to the world of fashion PR and fashion blogs. I must say, I'm smitten. Check out PR Couture, if you haven't already. They recently did an interview with Najwa Moses, who writes her own fashion blog, and she made the coolest comment on the difference between fashion and style. My What-Not-to-Wear-addict self loves this distinction. She talked about how "fashion" is really the industry- designers, runways, etc.- whereas "style" comes naturally. She's totally right, and like she said-stylish people just know how to dress themselves to look fabulous, whatever the season's trend.
This makes me think back to a job opening I saw in fashion PR, and I started to wonder whether I'm actually stylish enough for a career in that industry. I've always felt like my style is unique, and thanks to Najwa Moses' great advice, I can take confidence in my stylish self. I mean, I already put so much time and effort in on the style front anyways, since I love it, why not consider incorporating it into my career too?
Now as a college senior, exploring the realm of PR niches, my professor introduced me to the world of fashion PR and fashion blogs. I must say, I'm smitten. Check out PR Couture, if you haven't already. They recently did an interview with Najwa Moses, who writes her own fashion blog, and she made the coolest comment on the difference between fashion and style. My What-Not-to-Wear-addict self loves this distinction. She talked about how "fashion" is really the industry- designers, runways, etc.- whereas "style" comes naturally. She's totally right, and like she said-stylish people just know how to dress themselves to look fabulous, whatever the season's trend.
This makes me think back to a job opening I saw in fashion PR, and I started to wonder whether I'm actually stylish enough for a career in that industry. I've always felt like my style is unique, and thanks to Najwa Moses' great advice, I can take confidence in my stylish self. I mean, I already put so much time and effort in on the style front anyways, since I love it, why not consider incorporating it into my career too?
Saturday, February 3, 2007
someday my toaster will read me the news
A few months ago, my 17-year-old brother stood in line all night to ensure he was one of the first owners of the long-awaited Nintendo Wii. If you have not yet had a chance to dabble in the excitement of this interactive gaming system, I recommend you give it a try. My brother conned his non-gaming sister who barely knows which way to hold the controller into playing one day, and to my surprise I found it quite fun. For me, Wii bowling proved more fun than actual bowling, probably because I seemed slightly better at it than when I bowl in real life.
Last week, MediaPost's Marketing Daily published a very interesting article about Nintendo's Wii. According to the article, Nintendo plans to make news from AP available through the Wii. To me, this sounds like an avenue to entice tuned-out youths to get into the news. Although definitely not foolproof, I think those of us in the communications field need to acknowledge new, innovative ways of getting our message across to our publics. We know that if you want to want to reach your audience, you must go to them- relying on them to find to you usually fails to achieve much success. So if our audiences start TiVoing through commercials and watching YouTube rather than the news, we will just need to upload our message to YouTube to keep up.
For a communications profession like public relations, this translates into message appeal. Obviously your message itself must appeal to your audience, but you reach your audience more successfully if your message comes though an appealing medium as well. In the case of those crazy young whippersnappers, they might actually read it.
Last week, MediaPost's Marketing Daily published a very interesting article about Nintendo's Wii. According to the article, Nintendo plans to make news from AP available through the Wii. To me, this sounds like an avenue to entice tuned-out youths to get into the news. Although definitely not foolproof, I think those of us in the communications field need to acknowledge new, innovative ways of getting our message across to our publics. We know that if you want to want to reach your audience, you must go to them- relying on them to find to you usually fails to achieve much success. So if our audiences start TiVoing through commercials and watching YouTube rather than the news, we will just need to upload our message to YouTube to keep up.
For a communications profession like public relations, this translates into message appeal. Obviously your message itself must appeal to your audience, but you reach your audience more successfully if your message comes though an appealing medium as well. In the case of those crazy young whippersnappers, they might actually read it.
Sunday, January 28, 2007
writing- yeah, it's actually kind of important
So, the professor of one of my classes wrote a textbook. A incredibly educated individual in his realm, his knowledge far exceeds my expectations for a teacher of an entry level elective. The fact that he's personable and funny also works in his favor; my point here being I maintain no qualm with the individual. Now, back to the textbook- it's not published yet, so he provides a draft of each chapter to students in the class via an online administration tool. I've read two chapters of the book thus far, and I pity its future editor. Littered with passive voice and cliches, reading it presents a unique and boring obstacle for a student whose major essentially consists of learning how to write in a manner that won't put your readers to sleep or into a coma. I should mention the first and second chapters of the book brazenly insult journalists and the media, who frankly comprise a group of some of the best writers out there.
As I have learned in my tenure in UGA's PR program, writing essentially constitutes the basis of PR. Communication in the form of the written word requires time and study. Good writing often proves a rare find, and bad writing usually floods in superfluously.
As for the the media- traditional and nontraditional- they play a huge role in the overall function of society; bringing issues of concern to the forefront of public attention. They create forums for public discussion of political and societal issues. And their PR counterparts assist journalists of all kinds in discovering the important information they need to present a fair and balanced perspective. I think I could even get some English majors in on this, after all, it drips with irony- insulting journalists through poor writing.
As I have learned in my tenure in UGA's PR program, writing essentially constitutes the basis of PR. Communication in the form of the written word requires time and study. Good writing often proves a rare find, and bad writing usually floods in superfluously.
As for the the media- traditional and nontraditional- they play a huge role in the overall function of society; bringing issues of concern to the forefront of public attention. They create forums for public discussion of political and societal issues. And their PR counterparts assist journalists of all kinds in discovering the important information they need to present a fair and balanced perspective. I think I could even get some English majors in on this, after all, it drips with irony- insulting journalists through poor writing.
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