American author Henry Van Dyke once said, "Gratitude is the inward feeling of kindness received. Thankfulness is the natural impulse to express that feeling. Thanksgiving is the following of that impulse."
Thanksgiving Day is about taking the time to express gratitude that is felt throughout the year. But for corporations and PR agencies, thanking stakeholders one day a year just won't cut it.
Ethics and corporate social responsibility are hot topics in the PR industry today. But what are companies actually doing to give thanks to customers? What will we be expected to do once we get out in the workforce?
PR consultant for Cutting Edge PR Kim Harrison wrote an article titled "Use stewardship to safeguard relationships with your long-term stakeholders."
To develop a comprehensive stewardship plan, Harrison recommends grouping stakeholders based on the potential help or threat they pose to the organization. Then select communications methods to best the group, issue and angle at hand.
Communication techniques Harrison recommends to develop relationships with stakeholders include:
* face-to-face meetings, briefings and telephone contact
* newsletters and background information targeted at specific stakeholder groups
* email information updates
* privileged access to Web information, i.e. on extranets
* invitations to attend events such product launches; boardroom lunches; industry functions including VIP dinners and presentations, exhibitions, displays, sponsored events, charity activities
* corporate hospitality activities such as corporate boxes at sporting and arts events
* privilege offers to cardholders and members of groups
* online activities
As you interview and begin work for jobs or internships, you should constantly keep in mind how you can use your program or campaign to give back to stakeholders and show your gratitude. Not all stewardship efforts have to spend terrific amounts of money. Some ideas might even be free.
This video from McDonald's shows how the sixth most valuable brand in the world strives to overcome negative allegations against it and is now using corporate social responsibility to address such issues as animal cruelty, childhood obesity and energy reductions.
Stand Out in the Public Relations Job Market
For many students, picking classes each semester is as automatic as selecting the next courses on your critical tracking audit. However, as students in a major as competitive as public relations, it is important to diversify yourself from the students sitting on either side of you in class. In a major as multifaceted as PR, it is crucial for you to have a variety of skills in order to be as marketable as possible. UF has a lot of opportunities to offer students, including courses that may not be in the PR department.
One of the very popular and helpful courses for PR students is MMC 3260, Communications on the Internet. In a society that revolves around technology, being able to communicate over the Internet is a vital skill to have. This course focuses on the concept of “mediamorphosis” and how it relates to journalism, advertising, telecommunications and public relations careers. Students in this class build websites as well as learn about web design using Cascading Stylesheets, basic HTML coding and basic Photoshop.
If you are interested in working in a specific area of public relations, I suggest you take classes that will help you specialize in that field. It is important to have background knowledge in your specialization. In addition, it will help you decide whether or not you actually enjoy working in that area. For example, if you are interested in working in healthcare PR, you could look into taking Foundations of Health Education, HSC 3032, Personal and Family Health, HSC 3102, or Health and Medical Technology, HSC 3537.
In an increasingly competitive marketplace, try your best to diversify your portfolio and resume in order to maximize your job opportunities. Research classes that peak your interest and don’t be afraid to step outside of your “critical tracking” comfort zone.
Gap using social media to draw customers
10,000 people "checked in" at Gap on Nov. 5 and received a free pair of jeans using Facebook's new "Deals" feature, according to an article on The Wall Street Journal website.
Gap created a Facebook event that said the following:
Gap created a Facebook event that said the following:
This Friday we’re giving away 10,000 pairs of jeans! Check-in at any Men’s & Women’s Gap using Facebook Places and you could win*. Just show any Gap employee your check-in and you could score a free pair. If you’re too late don’t worry, we’ll let you shop with 40% off any regularly priced item**.
Gap Inc. needed to get customers in its stores and improve sales numbers. Gap is using Facebook's new feature that lets merchants offer deals to its 200 million mobile phone users.
According to this article, each of Gap's 1,000-plus stores received an allotted number of pairs of jeans. Customers who didn't receive free jeans got 40 percent off one full-priced item.
Gap has used other social media like Groupon.com and Foursquare to reach customers in their element.
Gap isn't the only company turning to Facebook Deals. Starbucks, McDonald's and H&M are also using the feature.
Do you think that Facebook Deals will catch on and become a success, or will this be another Facebook feature that fall by the wayside?
Mr. Peanut Gets a New Look. Will it Work?
Mr. Peanut got a new look, and on Tuesday, it will be introduced in an animated Kraft Foods commercial, according to an article posted today on The New York Times' web site. The commercial is part of a campaign the company is launching with the theme "Naturally remarkable."
The company sought to evoke nostalgia in consumers by giving their classic mascot an old-school, 1930s and 1940s style. The once-yellow peanut will be brown and will sport a flannel suit and a sidekick.
The concept, described as "new retro" by Mintel International Group, is one of a dozen trends that will shape 2011's marketing for consumer packaged goods, Mintel said in this press release.
To make Mr. Peanut more engaging, he will also get a voice for the first time ever.
But the big question is, will these changes be effective for Kraft Foods? Will it be worth the $30 million to $35 million the company spent on the campaign? Only time (and consumer spending) will tell.
After all, there is danger in altering a company's logo - as seen with these "10 Major Rebranding Disasters" listed on Business Insider's web site.
What do you think: If it's not broken, don't fix it, or keep up with the consumers' evolving tastes for ads and embrace the retro trend?
The company sought to evoke nostalgia in consumers by giving their classic mascot an old-school, 1930s and 1940s style. The once-yellow peanut will be brown and will sport a flannel suit and a sidekick.
The concept, described as "new retro" by Mintel International Group, is one of a dozen trends that will shape 2011's marketing for consumer packaged goods, Mintel said in this press release.
To make Mr. Peanut more engaging, he will also get a voice for the first time ever.
But the big question is, will these changes be effective for Kraft Foods? Will it be worth the $30 million to $35 million the company spent on the campaign? Only time (and consumer spending) will tell.
After all, there is danger in altering a company's logo - as seen with these "10 Major Rebranding Disasters" listed on Business Insider's web site.
What do you think: If it's not broken, don't fix it, or keep up with the consumers' evolving tastes for ads and embrace the retro trend?