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Social Media: Vitamins of the Web

Posted on April 29, 2006 by Luke Armour

Like getting enough vitamins or fiber in your daily diet, social media might actually be good for you. Things like blogging and podcasting, you say? Indeed. Let me show you some examples.

This report from The Boston Globe entitled "Blogs 'essential' to a good career" pretty much says it all. But, in typical Luke fashion, please allow me expound upon the self-evident. The articles lists several excellent reasons to blog, one of which is to help you launch your career by demonstrating your work-ethic and mental processes. If you don't believe me, check this out.

And, as you know, corporations can reap the benefits as well. Sure, we've been talking about this for a while, but here's a study that actually gives some empirical data. This study, pointed out to me by David Phillips on FIR (thank you), indicates that blogs have "relational strategies," such as conversational human voice and commitment. These strategies were found to correlate significantly with relational outcomes such as "trust, satisfaction, control mutuality, [and] commitment." Blogging can make your organization seem like Soylent Green, you know, made of people. It has worked wonders for Microsoft…

Podcasting, how does this fit in? Easy, for many of the same reasons as The Boston Globe article about blogging. Plus, listening to podcasts in their entirety could get you a two-minute self promotion spot on a major mash-up edition of influential industry-related podcasts. Chris, I listened to the FIR#131 and ATS #29 mash-up. Your promo was great, good luck.

And some new information about the web in general is always good. For instance, the Pew Internet & American Life Project released a study (abstract w/link to pdf) last week showed a gigantic increase in the influence the Internet has on our lives (hat tip). You don't have to tell me! Nearly half of my graduate education came from the Internet – by my own choice, of course. Some stats:

  • 50% in the number who said the internet played a major role as they pursued more training for their careers.
  • 43% in the number who said the internet played a major role when they looked for a new place to live.
  • 14% in the number who said the internet played a major role as they switched jobs.

In sum: Social media is good for you. The Internet continues to grow in popularity and usefulness. Eat your fruits and veggies. Any questions?

Filed under: blogging, Blogosphere, Education, Future of PR, Job Market, podcasting, Public Relations, student development, technology | 3 Comments »

Baby Blogger Relations

Posted on April 21, 2006 by Luke Armour

And, no, I don't mean relating to babies who blog.

The title of my graduate project is Online Public Relations: Using the Internet to build and sustain relationships. I am aware the title is a little lengthy and doesn't flow off the tongue as well as, say Peppy PR or One, Two, PR or even My Book: As Seen On Oprah. But it is what it is.

Photo by Umut Kemal

The reason I'm mentioning it is because I finished the chapter on blogs the other day and sent it to my project chair for approval. I'm still doing updates on the earlier chapters that he sent back to me. The chapter on blogs, though, just isn't complete even though I sent it. I left space for, but didn't fill in, a section on Blogger Relations. Why? Because blogger relations is in its infancy. Rest assured I'm paying incredible attention to what Shel Holtz is doing (as per usual) with his blogger relations campaign. There was a lot of talk in the past with the way Wal-Mart and Edelman handled their earlier blogger relations campaign. And I'm not foolish enough to think there aren't others or that Shel, for instance, is the first to do what he's doing. But one thing I can assure you, Shel's going to do it right. Or as right as anyone can for something this new. And it looks as if he's succeeding so far. So I'm going to be following this very closely for the next few weeks until my project committe chair rips my graduate project out of my hands and says that it's done. At that point I'll finally have to stop writing about it in my project. But I certainly won't stop paying attention to the campaign. The blog for the campaign participants is here if you're interested in seeing it.

Fortunately for me, Shel is posting updates about it so that we may all learn from what he's doing. Keep up the great work, Shel, there are many of us who appreciate and count on it. Now back to work on Chapter 187, "How to assure another blogger that you're not an online predator."

Hat tip to Erin for sparking the writing muse.

Filed under: One to watch, Public Relations | 2 Comments »

Readers V. Viewers

Posted on April 18, 2006 by Elizabeth

Readers vs. viewers, which is better for blog stats? Upon discovery of “Feed Stats” now a part of the WordPress service offerings, I am curious. In the feed stats it tells Luke and I how many people read our blog each day through a particular service, like the ever so handy Bloglines. As a future PR-pro, I would think knowing how many people read a blog might be more valuable than viewers. But who is to say that “viewers” are not reading our blog just because they do not do so through a feed. Any thoughts or further insight?

Filed under: PR Quizzes, Public Relations | Tagged: | 4 Comments »

Voices in my head

Posted on April 17, 2006 by Luke Armour

At first, they appeared to be in my head, but then I remembered that I was on a conference call. 

Filed under: Admin Notes, Future of PR, Job Market, Public Relations | Tagged: | 2 Comments »

The Basics, First

Posted on April 14, 2006 by Elizabeth

On Thursday, I went on an informational interview with a local nonprofit group. As I am learning about nonprofit PR, my eyes keep widening in awe and amazement at how nonprofits function. Personally, I love it! It’s grassroots, compassionate, creative, and motivating.

I have learned and realized that resources are a huge limitation for PR within nonprofits. And its not just resources in terms of money, but time and staff. Organizations are challenged with keeping administrative costs down, yet are accountable for achieving their mission and goals–or vamoose there goes the organization.

What I also noticed is that even the basics of PR sometimes are not even contemplated because of these limitations. Not only is there not a budget for PR/Marketing functions or staff, but these activities are more often than not subsumed by fundraising activities. When and how do organizations have the time to strategically map out who their publics are, how they are going to reach them, what messages will work, and what tactics to use? These are the basics of PR planning.

One quote from my research on nonprofit PR and marketing I found illuminating is by Scheff and Kotler (1996) who wrote Crisis in the Arts: the marketing response. They assert that an organization must know its publics, current and potential. A group begins to do this by

Listening to the heartbeat of its community–what people like and dislike; what they find attractive, what keeps them away; which segments of the community are most likely to be interested in its core product…

So how can nonprofits listen? How do nonprofits gain their publics attention and keep it? Are media partnerships the answer? Or do volunteers become the voice, the PR rep for a nonprofit without a PR budget and staff? Or is a blog the anwer?

Obviously, I think blogs can work, but it should be used as a way to transparently communicate and be a voice in the community it supports. However, blogs may not be the right fit for every nonprofit. I acknowledge that.

Before nonprofits can really get into blogging and social media, they need to go back to the basics. They need to determine all of their publics, who they are, how they fit into the fabric of their organization, and then listen to their needs. It seems so simple, but I think this can be difficult when there just isn’t the time, money, or staff.

I propose we all get out their and volunteer our expertise, knowledge and time to help local nonprofits with their PR efforts or even start a blog for them.

Here are some facts for everyone:

  • 1.4 Million NPOs exist
  • 1.1 Million NPOs operate on less than $100,000 dollars annually
  • 2,986 operate on $1 million or more.

This info can be found and researched through the National Center for Charitable Statistics.

Filed under: Public Relations | Leave a comment »

The Good Stuff: Nonprofit Blogs

Posted on April 10, 2006 by Elizabeth

Yes, spring break was a delectable treat of sleep, relaxation and yoga. I realized today that I haven’t posted in awhile. I am excited to write about nonprofit blogs because these thoughts have been stirring.

My master’s project is a case study on nonprofit blogs and a guide on how nonprofits can use them as a communications tool. I really believe that blogs offer nonprofits a way to advocate their cause, communicate, and support their constituents. So here is my mini-primer on nonprofit blogs. May you find the information helpful and valuable.

Tom Murphy started this discussion stating the reasons why charitable organizations should blog. The New PR Wiki started Operation Link Love as a way to showcase nonprofit blogs—and what an awesome project and idea.

Nonprofit organizations passionately work to help those in need, educate, empower, and drive social change. Blogs offer nonprofits a way to communicate, interact, support, and give a voice to those they support.

Techsoup is a valuable resource. They provide nonprofits with technology resources and information. Marnie Webb’s article Weblogs:The Promise for Nonprofits lists 10 reasons why nonprofits should start blogs. She refers to the most discussed blog features; easy updating, posts in reverse chronological order, frequent updates, and personal voice. One of the most important statements she makes is that blogs allow nonprofits to become a trusted source of information. For example, the Sierra Club’s Compass (http://www.sierraclub.org/compass) informs its publics about the environment and how they can get involved. The Sierra Club is seen as a trusted resource for environmental issues. This leads to credibility, which Webb says “transfers to its other efforts, including fundraising.” One of the main activities of nonprofits is fundraising. If blogs can help an organization become more credible, which can yield profits for a notable and admirable cause—then a blog can make a profound difference.

Webb continues pointing out that nonprofit organizations can find weblogs useful allowing them to “create a valuable, credible resource that points to outside sources, publishes a variety of media, and uses your own voice to engage your constituency in an ongoing conversation about the issues to which your organization is dedicated.”

Another resource I came across is NetSquared, a Techsoup project, which helps nonprofits access social tools and knowledge on the Web. NetSquared has completed a case study on the social media tools nonprofits are implementing. The list encompasses a range of organizations and I have found it interesting to see what nonprofits are doing.

Britt Bravo a blogger for NetSquared compiles a list of ways nonprofits can use blogs. You can view the list here: Bravo’s List

The most significant uses of nonprofit blogs relate to its publics. Blogs can give publics a voice and enable them to enact social change. Girls for a Change a nonprofit organization empowering young women to create social change in their communities moderates the blog HerCity. The HerCity blog gives young women the ability to talk about what is going on in their communities and how they can change their cities in an open space online.

Also, blogs can give constituents support by providing a space to converse and support each other. Bravo cites the March of Dimes’ Share Your Story blog, which allows families with children born prematurely and in the neonatal intensive care unit to share their experiences by creating a blog and communicating with others. Nonprofit organizations can use blogs for this purpose and the others listed, but more importantly to interactively communicate with an active audience and reach out to constituents they support.

Some other ways nonprofits can use blogs:

  • Educational Outreach: A science museum could host a blog specifically for science classes at local schools teaching students about physics by posting experiments, problems, or featuring new physics exhibits.
  • I like the “sharing” concept that March of Dimes and the American Cancer Society have going on. I think that is probably one of the best uses for nonprofit blogs. The Red Cross, I think would benefit from this type of blog. Families who have survived disasters might find that sharing on a blog gives them a voice and support.
  • Internal Employee Blogs: To communicate departmental news, upcoming projects, provide information on new donors or sponsors, or coordinate a special event/fundraiser.
  • Program Specific Public Blogs: The best examples I can think of are Greenpeace and Walker Art Museum in Minneapolis.

Here is a short list of nonprofits that are implementing blogs. Check Operation Link Love for some additional nonprofit blogs. Diva Marketing Blog also provides a list and description of Nonprofits blogging.

Nonprofit blogs really are the good stuff! Spread the word!

Filed under: Public Relations | 6 Comments »

Back from Break & Burning to Blog

Posted on April 3, 2006 by Luke Armour

It’s amazing what a well deserved break can do for a person. And if you don’t think I deserved a break…well, then. So?

But now break is over, gone are the hours when I could sit by the pool. Gone are the long walks on the beach, sipping Margaritas, playing shuffleboard, and picking citrus fruit right from the tree when hunger strikes. Gone are the days of sleeping in. Back to reality, back to school, back to Ohio.

Back to some new and exciting news and good PR happenings.

First of all, I have been invited to join – as a principal contributor – the new Student and Pro PR Community called Forward, where I will be participating regularly on the blog. Forward is the brainchild of Auburn University Senior Erin Caldwall (you should check out the resume she posted on her PR blog – wow). Forward‘s main page reads:

Welcome to Forward — the online springboard for new and upcoming PR professionals.Our goal is to provide insight, answers and information to sharpen your perspective and help you go Forward in your career.

Here you’ll find:

  • commentary and advice from students, faculty and professionals from around the world from varying levels and areas of PR
  • information to help you find PR experience and how to make the most of it
  • the opportunity to learn about trends and tools that they don’t teach you in college
  • helpful interviews with professionals
  • a comprehensive list of suggested reading material including blogs, books and professional publications

I’m looking forward to contributing and learning from such a wealth of PR resources in this community. You can read my first post here. Thanks, Erin.

Next, I don’t know if I’ve mentioned it, but For Immediate Release: The Hobson & Holtz Report podcasters Shel Holtz and Neville Hobson have signed a book deal with McGraw/Hill to write a book on podcasting, which I am very anxious to read. I say this with authority because over break I read three books, two of which Shel Holtz wrote – and I was very pleased with all of them. One could say I loved them, but that would be weird.

Blogging for Business was the first book and PR on the Net was the second book, which is out of print, but every PR person should still find a copy to read. The last book I read was Naked Conversations, which helped solidify blogging in the public eye, in case you didn’t know. Also, while I’m on the subject, the For Immediate Release page has a paper I wrote available for download on Public Relations Autonomy. The author’s liked it, they critiqued it in Show #111, and posted it to their website. Thanks, gentlemen.

And that’s about it. Check out Forward and if you haven’t read the books mentioned above, please do so, as a PR student or professional you’ll find them invaluable.

Filed under: Admin Notes, Blogosphere, Education, Public Relations, student development | Tagged: , | 4 Comments »

PRSSA Portfolio and Resume Review

Posted on March 24, 2006 by Luke Armour

Our local PRSSA chapter held a portfolio and resume review meeting this week. Members of the local PRSA chapter came to help with student development. Stephanie Schuster, Akron PRSSA President, organized an educational and exciting event – despite the facilities not being properly prepared. Excellent work, Stephanie.

Personally I was a little disappointed in the student turnout, but I feel that those who did attend got some excellent exposure, advice, and networking. There were around 15 PR professionals there covering non-profit, agency, independent practitioner, and corporate organizations. I didn’t get a chance to talk to all of them, alas, as the craziness that I like to call “empirical research class” was bearing down upon me.

The three professionals I personally spoke with were outstanding. I’m finding out how interconnected this whole PR world is – two of the three individuals I had sessions with, either currently work or have worked with my old pal Clark for whom I did some freelance work for last year. Two of them! I was halfway through the review with Emily Sword of Smiley-Hanchulak before she mentioned something about working with a person I used to work with at Clark’s. I blurted out, “oh, you know Clark?” She replied that she worked with him up until she took her new job last December. She looked me in the eye and said, “PR around here is a small world.” Made me start wondering if I had said anything bad about Clark! Of course I didn’t! But it still made me wonder…
So the three individuals with whom I had sessions were:

I also had a chance to speak briefly with Marcus Miles of Goodwill Industries of Akron and, of course, Michael Gaffney, our PRSSA professional liaison from United Way of Summit County. These people giving up their free time to help students with their professional development is a wonderful expression. We should all be very grateful for what they have done. I know in that brief hour I learned a lot about me, PR, and my portfolio and resume. What else could I have wanted? Oh, yeah, there were cookies and coffee there, too – it was like a dream come true. The professionals couldn’t have been more helpful, and neither could Dr. Ritchey have been – he walked around with the cookie tray while we were chatting with our pros. Thanks to all professionals who offer their guidance and assistance – now, and in the future – to students and young PR pros as well.

Now let’s go out there and do what we can to get jobs so we can turn around and help other students.

Filed under: Future of PR, Public Relations, student development | Tagged: | 4 Comments »

CIBA Vision Shortage – They’re Alive! – sort of

Posted on March 22, 2006 by Luke Armour

Update V: (3/6) I really appreciate how often people have stopped by to share experiences and stories with all of us. In light of CIBA Vision’s lack of communication, it’s good to have a place to converse about our problems and fill that void. I do want to caution everyone, though, about checking sources and verifying information before taking any advice shared on this site. I’m a communicator, not a medical person, and I can’t speak for any of the people who leave comments on this blog. Before taking any advice, check with a professional. The Internet is a great resource, but can be abused, use caution.

That said, I just want to point out a new story I read on CNN Today. Baush & Lomb is still having problems, as well. What the heck is going on with eye care products? For so many months we’ve been seeing this industry suffer unexplained accidents. Keep your eyes and ears open for news and continue to share it here. Peace. [end update]

Update IV: (6/2) We have product stocked in NE Ohio. Another reader left this comment, which I wanted to bring to attention.

Got their email today, May 31, 2006 @ 8AM PST (California)

Hi Bruce,

Thank you again for contacting CIBA Vision. This is the latest list of retailers to carry CLEAR CARE. Due to a manufacturing facility upgrade, it has put us in a backorder situation. The upgrade took longer than anticipated.

Albertsons, Bergen Brunswick, CVS, Drugs Store.com, Duane Reade Corp., Fred Meyer, H.E. Butt Grocery, Harmon Stores, Harris Teeter, Inc, HY Vee Food Stores, Imperial Distributors, Kinney Drug Companyu, K-Mart, Kroger,Marsh Supermarkets, Maxi Drugs,McKesson, Meijer, Inc, Progressive Distributors, Pulix Supermarkets, Raleys Supermarkets, Rite Aid, Roundy’s, Safewaty, Shopko, Sparten Stores, Supervalue, Target, Wal-Mart, Walgreens, Wegmans, Weis Markets, and Winn Dixie. We started shipping March 22, 2006, to their distribution centers for allocation to their locations. Once it reaches their distribution center they tell us the turn around is 7 to 14 days to get it out to the stores. We are continually shipping to these centers and we hope that they can get it into the stores in a timely fashion. We do not have a schedule of the stores are distribution times as we do not deliver to the stores themselves, just to their warehouses. Softwear Saline will be available again in September.
Please ask your eye care professional what he or she would recommend in the interim.
Again thank you for contacting CIBA Vision.

Kind regards,
CIBA Vision Consultation

UPDATE: A kind reader named Jessica just left a comment on this post and on this post which I will cut and paste some of for your information. It reads:

Hi Jessica,
Thank you for contacting CIBA Vision. We always appreciate hearing from our consumers’ with their concerns and comments. Due to a manufacturing upgrade our products are on backorder. AO Sept will be available the second week of April and Clear Care will be back on the shelves at Wal-Mart, Target, CVS and Walgreens the first week of April. Please ask you eye care professional what you can use in the interim.We are sorry for the inconvenience this has caused. Again, thank you for contacting CIBA Vision.

Kind Regards Sherry Vanore Product Consultant

So at least now we know that CIBA Vision has actual people working there instead of CIBA Vision Consultation Specialists. I wish there were a way to express to CIBA Vision how mistreated we all felt, but they seem to have the market cornered on this type of product. I’m open to suggestions, an organization shouldn’t be able to treat customers this way and get away with it. Thanks, Jessica, now we know what we can expect.

After my somewhat bitter post on March 3 about CIBA Vision and their silence regarding a shortage of numerous products including Clear Care, AOsept, and others – a story finally emerged. Of course, it wasn’t CIBA Vision who announced that, it was Lori Rackl, a health reporter from the Chicago Sun-Times, whowrote a story

regarding the shortage. She actually has quotes from a person with a name from CIBA Vision.

My post generated quite a wide range of comments from all over the US and even into Canada. Ottawa, Rhode Island, Minnesota, California, Seattle, Dallas, Ohio, Conneticut, Viriginia – and these are just the people who left comments. Our traffic has nearly tripled since I posted information about this disaster. It’s been quite a refuge for people seeking answers and offering advice. A great group of people, these are. Some even revisted to post additional information knowing that this was the only place (that I know of) for answers.

CIBA Vision, what were you thinking? This is, unfortunately, probably not going to damage your reputation enough to financially affect you – but I kind of wish it would. There’s a lesson to be learned here – communicate! Why torture your loyal consumers, which is what has happened. It frustrates, disappoints, and angers me all at once. This isn’t just revenue, these are people with eye care issues, who rely on your services and products. And you’ve been slapping them across the face for over a month. Especially since Rackl’s article indicates that you were aware of all of this MONTHS before the shortage hit the stores. And no backup plan (see my other post) other than “we would recommend contacting your eye care professional for their recommendation of the best solution for your lenses in the interim.” I guess you’re lucky you don’t have a lot of direct competition. Unfortunately.

Filed under: Crisis PR, One to watch, Public Relations | Tagged: | 145 Comments »

Why aren’t you listening to FIR?

Posted on March 16, 2006 by Luke Armour

And I know you’re not. So, why not?

I going to keep this short, but you need to check out Paull Young’s post. Right now. Don’t delay.

And start listening to For Immediate Release: The Hobson and Holtz Report. Not having an iPod is no excuse. You can listen to it on your computer while you’re making dinner. There you go, it’s not that hard. They make it really easy for you.

Filed under: Admin Notes, Future of PR, Public Relations | Tagged: | 3 Comments »

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