Archive for the ‘Reading Notes’ Category

Social media, no doubt, is becoming the next big thing in public relations. With the introduction of websites such as Facebook and Twitter, communication has never been so rapid and efficient. I know first hand that without Facebook it would be a lot tougher to communicate with my friends. On a financial stand point, using social media is a great advantage in that unlike advertising, the use of social media is very cheap.

Another new concept on the internet is blogging. It has greatly grown in that blogging is like a good plague. Bloggers spread word and like a “sneeze” (pg.399). They blog of something, that info is essentially like a sneeze, and it is spread from person to person through other blogs, social media networks, word of mouth, and more. The disadvantage of blogging is that companies cannot control what consumer’s say on their blogs.

Furthermore, the technological advancements have allowed for people to view videos and share amongst eachother. The most popular site for videos is Youtube. Thousands of people post their videos for free and have the opportunity for their videos to be seen by thousands even millions of people. It doesnt end there, videos often are shared among friends through mediums like facebook. I watch videos on Youtube all the time and I post ones I find good on my friends Facebooks for them and their friends to see. Also, websites like Youtube are benificial to companies in that they can post their advertisements videos for free! Sometimes consumers make commercials for companies just for the fun, they are called viral commercials. Here is an example shown below.


Seitel, Fraser P. The Practice of Public Relations. Boston, MA: Pearson, 2011. Print.

“What’s After Facebook? – Technorati Technology.” Technorati. Web. 25 Apr. 2011.
“November « 2008 « Sarah Jane Studios Blog.” Sarah Jane Studios. Web. 25 Apr. 2011. <;.

When there is a crisis we know what is up. The use of the internet and social media allows us to communicate anything and news like a crisis spreads extremely fast. The problem is that the word of the crisis spreads so fast and to many that there need to be a force that mends the damage. This is where public relations professionals come in.

PR professionals are hired to give advice to handle the public so the reputation of the one in the crisis is not harmed or less harmed. The media must be handled with proper care because they have the opportunity, in a crisis, to ruin a company’s/person’s reputation. There are 10 general principles:

  1. Speak first and often.
  2. Don’t speculate.
  3. Go off the record at your own peril.
  4. Stay with the facts.
  5. Be open and concerned,  not defensive.
  6. Make your point and repeat it.
  7. Don’t wage war with the media.
  8. Establish yourself as the most authoritative source.
  9. Stay Calm and be truthful and cooperative.
  10. Never lie.

(Pg. 423)

I think the most important of those rules are number 1 and number 10. Number one because by speaking first and often there are less rumors and speculation of the crisis. Number 10 because, like the essential rule of PR, lying will lead to disaster.

Tiger Woods for instance I’m sure could have handled his crisis better. First of all, he lied and told the press that the incident of crashing his car infront of his house was a complete accident. He also breached rule 4 of staying with the facts because he changed his facts a few times. He tried to deny anything he did at first. Like how he first started by saying he had an affair with one girl, but later admitted to having sexual relations with multiple girls. Once, a well respected golfer by much of the world, now he is just starting to earn some respect back after losing much of it. Below is a video of his appology speach.


Seitel, Fraser P. The Practice of Public Relations. Boston, MA: Pearson, 2011. Print.

The media can be seen as the enemy or as an ally. For organizations who only want positive things to be publicized they see media as both good and bad. This is because reporters do not care what kind of story it is, as long as it is a interesting story they will use it. For this very reason organizations are not big fans of reporters because much of the time reporters publicize bad news about the organization. I noticed that when I look at the news most of the stories are bad news. Why is this? Its because troubling news is more interesting than happy news. What sounds more interesting, a story of a company that launched a new finance sector or a story about a company that laid off 10% of their employees?

With the growth of the internet, media has greatly shifted to the web. Because of this, the use of newspapers and print media has gone through a loss. I personally, do not read newspapers, because for one, it is not very available being that I live on campus. Secondly and most importantly, I don’t feel a need for it because I can hear all the news through the internet and television. However, print companies, to compete, have also gone online. Because newspapers are one of the most credible sources of information, people go to their websites to read about news.  The use of newspapers still has not died. Actually, “newspapers still dominate the nation’s news schedule.”(pg.206).  the front page of newspapers are what inform the nation of the news that is of utmost importance.

Internet, has incredible speed, lots to info attainable, and have various sources. The internet is becoming such a power house for media because it now much more available for people all across the world. The web has the advantage over paper being that a lot of the news is instant and very in the moment. The news can be updated as often as possible online, whereas on paper, it will take at least a day to create and distribute. The main reason why people are heading to the web instead of print is that print is much less accessible. In a developed country like the United States internet is accessible to much of the population. Print, is not as available because distributing the paper is not a quick and easy task.

Moreover, publicity like the internet is also on the rise. One thing must be set straight and that is publicity and advertising are different. Publicity involves communicating directly with media and letting the audience take what they want from it. Whereas, advertisements require spending money to communicate. Advertisement are effective but its coming to a point where there are so many advertisements that lots of them are disregarded. For me, I’m sick of seeing ads over and over again so when I watch television I just flip to another channel. Publicity takes a different approach that is also effective with different benefits. First of all, publicity does not cost nearly as much money as ads. “The rough rule of thumb is 10 percent of equivalent advertising expenditures.”(pg. 216). Also, publicity takes more of an indirect approach of communicating that delivers information to the audience through a third party. For instance, when a talk show host talks about a company. The info is delivered by a credible person and not forced upon like an ad, publicity is incredibly effective. And because people aren’t going to flip the channel just because a talk show host is talking about a company or product, the message is heard instead of disregarded.


Seitel, Fraser P. The Practice of Public Relations. Boston, MA: Pearson, 2011. Print.

“Internet Concept Background | PsdGraphics.” Photoshop Backgrounds at PSD Graphics. Web. 26 Apr. 2011. <;.

All companies need an identity, that is why they brand themselves. When I see a brand like Nike, I know that this company is regarded for generally good products. I hear the name everywhere and see the logo whereever I go. Compared to the branding of Reebok, they do not pop in my mind when I think of a sporting company.

The principles of branding include.

  • Being early. Its all about being the first to people’s minds. The law of primacy suggests “people are more likely to remember you if you were the first in their minds in a particular category.”(pg. 378).
  • Being memorable. The brand must be different than the competitors so people can have a clear sense of which product is which. For example, golf ball companies have to brand themselves so they seem more inovative and better than their competitors.
  • Being aggresive. Companies must stay persistant in their efforts to maintain and gain customers because the competition is so fierce that there is no room to take it easy.
  • Using heritage. Because of people like the baby boomers, companies must not forget to utilize their influence. Baby boomers like the old products that they depended on so creating similar products that the new age can depend on is a good idea.
  • Creating personality. Companies must have their own thing that people know them for. For instance, the most played driver on the PGA Tour is Taylormade Golf. The number 1 in golf balls is Titleist. The nicest airline is Singapore Air. They all have something that represents who they are.

(pg. 378-379)

Moreover, the 21st century has brought along new integrated marketing techniques. One of such is televison and movie product placements. Recently in the last couple of years I have noticed how movies incorporate brands into the scene. A lot of the time it is not blatant but the brand is shown off in a casual and passing way. Product placement in movies is effective in that the products are seen by millions of people. This is why most product placement is done in large scale movies. Below is an example of product placement being ridiculed in the movie “The Truman Show.”


Seitel, Fraser P. The Practice of Public Relations. Boston, MA: Pearson, 2011. Print.

“Back with Taylormade! « Brian Wernimont.” Brian Wernimont. Web. 25 Apr. 2011.
“Define ‘Big Idea’ in Advertising | The Meaning of Big Ideas | The Engel Journal.” The Engel Journal | Official Site. Web. 25 Apr. 2011. <;.

There is no denying that the advancements in technology has made it easier for us to communicate globally. Now, with the availability of the internet world wide, the earth seems like a much smaller place. For me, the internet has given me the power to communicate with my parents who live in South Korea through email, cell phone, and Skype. This kind of information exchange would have never been expected 60 years ago and because of this the world is a new playing field. Also, the ways we can communicate is still growing and the possibilities are just amazing.

Now that the world is much smaller in retrospect, companies are more willing to expand globally as well. Countries such as India and China are growing extremely fast and are easy targets to globalize. India for example has the worlds second largest population. With that kind of demographic it would be a great place to market a product or service because there would be such a large amount of people interested. Also, because India is not yet a fully developed country, there are areas in which some businesses have not touched.

The most important fact that I retrieved from this chapter is that, because businesses are expanding and global communication is necessary, the need for public relations professionals is on the rise. The demand for PR professionals is high because there needs to be people who can communicate with the thousands of people that; speak different languages, have different dialects, live different cultures,  enforce different laws, and much more. There are tonnes of positions to be filled and clearly not enough PR professionals to fill them.


Seitel, Fraser P. The Practice of Public Relations. Boston, MA: Pearson, 2011. Print.

“Strassmann and Queller Group Stingless Bee Research.” Rice University Web Calendar. Web. 19 Apr. 2011. <;.

“Vista Internet Explorer.” The Best Windows Vista Tricks Guide Online – Windows Vista Tips and Tricks. Web. 19 Apr. 2011. <;.

“Breaking: EBay Completes Skype Sale At $2.75 Billion Valuation.” TechCrunch. Web. 19 Apr. 2011. <;.

I never knew that, in the past, the practice of public relations was banned in the American Government. However, the rule was not very defined, so the people found ways around it. Instead, as stated in the book, there were public affairs experts, information officers, press secretaries and communications specialists. (pg.278). It was a sneaky way of practicing public relations by having sub divisions for the actions public relations specialists perform.

One of the most public relations active parts of the government is the defense department. I am very new to this being that I am from Canada and I can clearly tell that the army is much more publicized in America. Ever since I have been in America I have seen dozens of commercials about the army and the navy. It is interesting to me because the commercials are really well made and often televised. Epic music is played along with motivational cometary and cool scenes that makes the viewer want to join and feel pride in the army. You can clearly see that they have spent a lot of money on the advertisements. Whereas in Canada, I don’t believe that I have seen many, if any, commercials of the Canadian Army.

Not to forget, the use of PR by the president plays a massive role in communicating with the rest of America. The use of public relations has greatly increased from president to president. The role of public speeches was not that big a deal back in the day, but now everything the president says out in public is heard nationally and live. The advancements in technology and the growth of public relations  have made it tremendously easier for the audience to know what is happening with the government.


Seitel, Fraser P. The Practice of Public Relations. Boston, MA: Pearson, 2011. Print.

Department of Defense Human Factors Engineering Technical Advisory Group. Web. 19 Apr. 2011. <;.

“Mission Accomplished: U.S. Navy Signs Campbell-Ewald for Third Tour of Duty – Campbell-Ewald –” PitchEngine – Get the Word Out™ – Social Media PR Release Builder. Web. 19 Apr. 2011. <;.

“Army Prepping Integrated Battlefield Network.” Cutting Edge Technology. Web. 19 Apr. 2011. <;.

In the community that surrounds an organization are people that either support it or don’t support it. By getting involved with the community, the organization can gain recognition and support. That is why philanthropy by corporations has been on the rise. It is a smart move because winning a community over can make a big difference in how positive word is spread. The people in the community tell their friends of all the good things the organization has done, and then their friends tell other friends. Soon, the organization is well recognized for their good doings and people are more likely to buy their product or service. I think that in many ways the philanthropic efforts of companies is a good tool in marketing. By donating money, creating jobs, and helping everyone out in general, is a humble way to market a company.

Also, organizations must obtain community bonds with a variety of community groups. America in particular is becoming a largely multicultural country and organizations must realize this to reevaluate how to approach such a public. “Today, 38 million Americans are foreign born.”(pg. 261). For instance, in states such as California and Florida, much of the community is Hispanic, so companies must develop ways of reaching out to that community. They should reach out because statistics show that “ethnic minorities spend upwards of $600 billion a year out of a total U.S economy of more than $4 trillion.” (pg. 253). That extra amount of earnings that companies can get from gaining the minorities interest is crucial.

Not to mention that racial groups aren’t the only group that organizations must consider. They must also recognize women, homosexuals, seniors, and others. Although, they are all different, to be a successful organization, they must cater to the needs of all people and must interact with them to gain their trust and support.


Seitel, Fraser P. The Practice of Public Relations. Boston, MA: Pearson, 2011. Print.

“NOW Enterprising Ideas: News Archives.” PBS: Public Broadcasting Service. Web. 19 Apr. 2011. <;.