PR – Ellie Lovell

I was very amused this morning to find some flyers had been delivered to myself and a few colleagues in the Communications Office at work, although it seems there may be a bit of an identity crisis!

Daryl Willcox Publishing, who apparently provide “online services for media relations specialists” say “you’ve got the story, we’ve got the contacts” but it seems they haven’t got the contacts…

The flyers were addressed as follows:

“Miss Ian Lovell”, Comms Officer – I’m guessing this one is for me, Miss Eleanor Lovell
“Mr Eleanor Fern”, Press Officer – for Richard Fern?
“Mr Richard Dunn”, Head of Press and Media Relations – for Peter Dunn?
“Mr Annie Rowley”, Director of Communications – for Ian Rowley our Director?

For a company that claims to have the contacts – this doesn’t give me great faith in their services. Not only do they get the names wrong but surely they could have figured our genders out?!

Suffice to say the flyer will go straight in the bin (after we’ve all laughed about it and i’ve named and shamed them).

Lesson – get the basics right!

For a while now I have been thinking about the final assignment as part of my CIPR Diploma – the Personal Project. This is a piece of self-directed research into a specific aspect of PR practice and/or theory. It will be a 6000 word research document including a literature review, primary or secondary research, and hopefully some interesting conclusions/implications for public relations.

Over the past few weeks I have been toying with a few ideas that are of interest to me…

1. City Image and Identity: A Birmingham Case Study

How do people develop their view of the city? And how can this be influenced by PR? Who are the Gatekeepers? Who controls the messages – organisations tasked with PR or media? How is the image and profile of a city co-ordinated?

This idea translates the theory of corporate image and identity, organisational culture/structure, the cultural web of the organisation and the organisation’s paradigm (the overall reflection of the culture) would look at how these theories might apply to the wider context of a city.

2. PR2.0: The importance of the web in Public Relations

My original thoughts for this project were something along the lines of: “The pace of change of web2.0 technologies and the growing role they play in people’s lives means that public relations practitioners must really understand these new communications tools and integrate them into their communications toolkit.”

I hadn’t really thought this project through to be honest, I find continual talk of ‘Web 2.0’ a bit tiresome now. I work in online communications and I love my job (and I love the internet) but Web 2.0 is not a new phenomenon and I don’t want to produce a piece of work that is repeating old news. I’m not playing down the importance of social media tools, online community etc but I want to produce a more timely piece of work that will say something relevant in the medium/long-term, not the short term.

3. The Relationship between ‘Brand’ and ‘Reputation’ (in Higher Education)

My latest idea (and possibly my current favourite) would consider the relationship between ‘brand’, typically a tool of marketeers, and ‘reputation’, the concern of public relations. Inspired by Chris Chapleo, Portsmouth University and Justin Shaw, Communications Management, I might go further and focus on the higher education sector and University brands. They presented preliminary findings of some research into “Successful University brands and reputation” at the CASE Europe Annual Conference in Brighton. Their research so far has been qualitative only and I would need to find out their plans for the rest of their research as I wouldn’t want to steal their idea.

Doing a bit of online research on the idea I found an interesting blog by Elliot Schreiber, Brands and Reputation. He says: A Good Corporate Reputation Starts with a Good Corporate Brand

Most communications professionals do not recognize that building a good reputation is directly linked to the relevance their corporate brand has with key stakeholders. Too often, public relations and communications professionals try distance themselves from the term brand, arguing that it is related to marketing and advertising and narrowly focused on products and customers. This is not and should not be the case.

I do worry that my tutor will think this last idea is too marketing focussed so I will need to ensure there is good relevant PR theory considering the relationship between brand and reputation without it just being a discussion of definitions.

So they are my ideas so far. I obviously need to give them some more thought and consider the PR theory that will form the basis for the research and then the original research that I can undertake to produce some new and interesting ideas to contribute to the PR profession!

This afternoon I arrived home from a four-day conference in Brighton – the CASE Europe Annual Conference 2008. For those who don’t know, CASE is for Marketing, Communications, Fundraising and Alumni professionals in the Higher Education sector.

I haven’t got time to write about it all now (I need to catch up on some sleep and rest my brain) but I thought I would just list the sessions that I attended this week so that I could recap/reflect/review them in the future…

Why universities need to engage with the media
Tara Brabazon, Professor of Media Studies, University of Brighton

How do university leaders prevent the “wisdom of crowds” – of blogs, podcasts and social networking sites – from whimpering into mediocrity and banality? Since 9/11 there has never been a greater need for intelligent commentary by scholars to rebuild citizenship and a commitment to social justice. Join Tara to discuss the need to understand the impact of digitisation on the societies we serve.

Developing a brand-focused digital strategy
Helen Aspell, Head of Digital Marketing, University of Southampton; Dean Russell, Digital Marketing Consultant and James Souttar, Senior Brand Consultant, Precedent

Explore how the changing landscape of digital technologies will shape the agendas of brand development into the future. This session will present the results of the recent collaboration between Precedent and the University of Southampton, demonstrating how the adoption of technologies can be made easier with a consistent approach based on business objectives and audiences.

Consumer buying behaviour and the Higher Education decision-making process
Claire Brown, Director of Student Recruitment and Admissions and Matt Smith, Head of Student Recruitment Marketing, University of Liverpool

As prospective students adopt an increasingly consumerist approach to their decision-making in Higher Education it is important that universities understand their key choice criteria and how this may vary throughout the UCAS Cycle. Linking Kotler’s five stage consumer decision-making model to the UCAS cycle, this session reveals research which can be utilised to inform a recruitment marketing communications strategy.

Old school v new cool: How prospective students use traditional, modern and social networking media when picking their university
Eleanor Simmons, Associate Director – Higher Education, Opinionpanel Research

With the media available for prospective students to use when deciding which university to apply to ever increasing, this presentation looks at the role of modern and traditional media and the most recent addition: social networking sites.

CRM for student recruitment – A practical session on how to successfully select and implement CRM
Stephen Macdonald, CEO, Azorus and Susan Vercruysse, Assistant Register, Ryerson University

CRM can appear a daunting technology acquisition when in reality it is a platform to market your institution to today’s web savvy generation. Hear how Ryerson University, a Canadian university operating in an environment similar to the UK, has differentiated itself and gained a competitive advantage by delivering services over the web.

Crisis v “no comment” – how universities tackle the ethics of today’s media
Tara Brabazon, Professor of Media Studies, University of Brighton; Ann Mroz, Editor, Times Higher Education; Peter Slee, Deputy Vice-Chancellor (Student and Staff Affairs), Northumbria University; chaired by Ian Rowley, Director of Communication and Strategy, University of Warwick

Today’s media is 24/7 leaving Vice-Chancellors and their hard working press officers no let up from the constant demands for comments in newspapers, broadcast and online communications. In a world of no fixed deadlines three experts debate how to get the best out of the media and whether it is ever safe to turn off your Blackberry.

Internet search – the journey has only just started
Richie Jones, Creative Technology Director, Yucca

This session will deal with how people use search, how this has changed in the Google Age and what the future of search could be. We’ll survey paid search (PPC) and natural search (SEO), looking at how the two can be used strategically, and ways to rapidly improve your website.

Successful University brands and reputation
Professor Chris Chapleo, Senior Lecturer, Human Resource and Marketing Management, Portsmouth University and Justin Shaw, Director of HE Practice, Communications Management

What makes a “successful” brand in higher education? In this session Chris and Justin will present findings and discuss the implications of new Portsmouth University research into perceptions (within and outside the sector) of successful university brands. Delegates will also be able to explore reputation drivers for their universities as part of this session.

Harnessing technology to enhance your marketing and recruitment processes
Maggie Frantz, Head of Operations, Hobsons

This session will explore how universities in the UK, US and Australia are using technology to engage more effectively with prospective students. Maggie and a representative from a partner university will explore how CRM systems and innovative use of Web 2.0 technologies can enhance your marketing and student recruitment activities, to convert enquirers into enrolled students.

Closing Plenary
Leadership and team-building in a transcultural marketplace
J. Frank Brown, Dean, INSEAD

The ability to build teams is a necessary skill for a leader. In the international context, building teams with a global point of view is imperative. How do we help the people we work with to transcend the boundaries of discipline, context and country? And what results can we expect if we succeed?

This is the second essay of my CRT assignment for my CIPR Diploma, graded a Distinction. The first essay on PR and the Blogosphere is also available on my blog.

“Propaganda is not neutral, it aims to further the aims of the propagandist.” (Wright, 1991).

Discuss this definition of propaganda in the light of “ethical propaganda” campaigns, such as public safety or public health campaigns in your country.

There is a great deal of uncertainty when it comes to propaganda: Some PR practitioners will recoil at the suggestion that they are propagandists. Other public relations experts will argue that propaganda is an integral part of public relations practise. So who is right and why is there such confusion over propaganda? “One of the few things that can be said with any certainty about propaganda is that there is little consensus concerning what it is, how it is used, who uses it, how it can be assessed and whether it is effective or not” (Elkes, 2001). This paper examines the meaning of propaganda, the characteristics that distinguish it from other forms of communication, the techniques employed by propagandists and the theory that is applied to these techniques. It also aims to consider more recent uses of propaganda for health campaigns and considers whether propaganda can be ethical.

More Link

So Twitter has been around for a while and I signed up to it over a year ago, not really understanding how or why to use it. A year on and I returned to my Twitter account as I heard more and more people talking about it.

A video introduction to Twitter from CommonCraft…

This is a very basic introduction to Twitter, and emphasises Twitter as a tool for keeping up with ‘family, friends and co-workers’ but it doesn’t tell us how we can use it to make new contacts, find out new information and other possible applications such as organisational twittering.

The best way to work out how to use Twitter is to start using it yourself. I’ve started using it to follow people in the Birmingham area with an interest in social media, web2.0, higher education, music – all the things that are relevant and interest me. I think your experience of Twitter depends a lot on the people you are following and how much you are prepared to interact. I have found my Twitter community very friendly and responsive and that is what keeps me going back to it. If you are experimenting with Twitter, I suggest you use Summize.com to search for things that interest you – for me it was ‘Birmingham’, ‘Warwick’, ‘University’, ‘PR’ etc. Then look at who they are following and you will soon develop your network. Any other suggestions on how to improve your Twitter network? How many people should you follow etc??

Commoncraft have produced a load of videos on different aspects of social media, social networking, podcasting, blogging etc. Think this one on social bookmarking is pretty useful – can think of many professional and educational uses of social bookmarking.

http://youtube.com/watch?v=x66lV7GOcNU

Another busy few days ahead but busy is good.

Tomorrow I am off to London for a CIPR Education and Skills Sector Group conference, New Challenges, New Opportunities The Role of New Media in Crisis Communications. I am expecting it to be a good day. It has been organised by a former colleague and Director of Pickle Jar Communications and she has managed to secure the Director of Web Communications from Virginia Tech University in America – i’m sure I don’t need to remind you of the tragedy there last year. It will be really interesting to hear from their point to view how they handled it – i don’t think a University can ever be fully prepared for something like that to happen so it will be reassuring to see what lessons they learnt.

On Saturday I am in Nottingham for the sixth session of my CIPR Diploma. At the moment we are working towards for our second assignment – the Planning Assignment. We haven’t been given the assignment yet but basically we will be expected to develop a communications plan and rationale at just over 5000 words. Aapparently this is often a crisis communications situation so i’m hoping tomorrows conference will also be good preparation. The deadline is Friday 1st August so I exepct I will be knuckling down in July (but partying hard on the weekend of 1st August!).

After my course on Saturday I am then travelling across to Keele University for their Homecoming Reunion. I graduated from Keele in 2003 and don’t think I have been back there since maybe 2004 so I am excited and sentimental about returning. I spent three brilliant years there with brilliant friends and I am really looking forward to walking around the campus and remembering the good times spent sat out on the lawns of Keele Hall, drinking in Lindsay Bar and partying in the Union.

Then Sunday I will be coming home to sleep.

I have recently booked to go on a couple of interesting conferences for work:

The Web: A Powerful Recruitment and Communication Tool
Date: Tuesday 20th May 2008,
Organisers: CASE Conference

New Challenges, New Opportunities The Role of New Media in Crisis Communications
Date: Friday 6th June 2008,
Organisers: CIPR Education and Skills Sector Group

The second looks particularly interesting as a guy from Virginia Tech University will be attending to talk about how they dealt with communications around the shooting on the campus in April 2007.

So a week has passed since the deadline for my CIPR Diploma CRT and I have been too busy enjoying having my life back to find time to blog. It’s one excuse after another with blogging – too busy working to blog then too busy having fun to blog.

I actually completed my CRT a few days before the due date as I had a busy weekend planned and did not want the CRT hanging over me. Last weekend I went to see Joe Lean and the Jing Jang Jong at Warwick University Students’ Union, the Kooks at Birmingham Academy and a friends new apartment and this weekend I went to a friends pre-wedding meal at the Mailbox and another friends engagement party! The social calendar is full to make up for the hermit I became for the month of April.

The Kooks, Naive, Live at Birmingham Academy

[youtube=http://www.youtube.com/watch?v=HPRO_5wPzgQ]

Joe Lean and the Jing Jang Jong (live but not at Warwick SU) – definitely worth catching live if you get the opportunity!

[youtube=http://www.youtube.com/watch?v=WFNpicBV2qs]

On Saturday I will be heading to Nottingham for the fourth of my CIPR Dimploma taught sessions and it will be the first session of the second module which focuses on planning and management in preparation for our second assessment in August. I was planning to publish my first assignment online here but I thought I should wait to see how good/bad it was before sharing! If the two essays (one on PR and Blogging and the second on PR and Ethical Propaganda) are any good then expect to see them here in June! Fingers crossed!

In the meantime, here’s a preview of my PR and Blogging essay:

Expectations from media, clients and audiences about new technologies are placing increasing pressure on public relations practitioners to increase their use of new technologies (Lordan, 2001). Whilst new technologies won’t replace traditional tools used in public relations the cost to PR practitioners in not using these tools will be in losing their competitive edge to those who have mastered new technology (Anderson and Reagan, 1992 cited in Lordan 2001). As advice to PR practitioners considering entering the blogosphere, Porter et al (2007) suggest an evolutionary approach in which “Practitioners begin using blogs routinely for informational purposes – seeking out alternative viewpoints, the latest news and experimenting with blogs for research purposes. Then use shifts to a more professional – albeit passive – orientation. This issues identification factor allows practitioners to continue to use blogs for information but in a more strategic and professional manner. The final step in the evolution of blog use is to begin engaging in two-way communication.” Whilst this model will not apply to all PR practitioners who use blogs, it does emphasise the importance of a familiarity with and a knowledge of blogs and the blogosphere before being able to use the tool for strategic and purposeful two-way communications.

References

Lordan, E. J. (2001) Cyberspin: The Use of New Technologies in Public Relations, in Heath, R. (2001) ed. Handbook of Public Relations, Sage, London

Porter, L. V. et al (2007) Blog power: Examining the effects of practitioner blog use on power in public relations, Public Relations Review 22 (2007) 92-95

On Friday, I received the questions for my CIPR Diploma Critical Reasoning Test. On first glance I am relatively happy with the choice of questions:

“Public relations is most likely to contribute to organisational effectiveness when the senior public relations manager is a member of the dominant coalition – where he or she is able to shape the organisation’s goals and to help determine which external publics are most strategic.” (Grunig, L. Grunig, J. and Dozier, 2002:97 cited in Grunig, L. Grunig, J. and Dozier, 2006:34). Write a report to the Board of the organisation you work for, explaining why this is so.
“Propaganda is not neutral, it aims to further the aims of the propagandist.” (Wright, 1991). Discuss this definition of propaganda in the light of “ethical propaganda” campaigns, such as public safety or public health campaigns in your country.
Using the theories behind relationship management along with some practical examples and some methods, write a case for highlighting the relations in public relations.
There is an increasing number of individuals and organisations entering the “blogosphere”, where reputations are played with by almost everyone, from anonymous mischief makers to the openly concerned. Your CEO has heard that her name has been mentioned in an anonymous blog and she wants to retaliate. Before you advise her as to what is best to do, write yourself a reflective paper about public relations and the “blogosphere”.

I have to pick two of the four questions to answer and submit them by 29th April. I think I am going to choose the 2nd and 4th questions; on Propoganda and Blogging.

References:

Q. 1 – Grunig, L. Grunig, J. and Dozier (2006) “The Excellence Theory” in Botan, C. and Hazleton, V. (eds) Public Relations Theory II, Mahwah, New Jersey: Lawrence Erlbaum Associates, pp. 21 – 62

Q. 2 – Wright, J. (1991) Terrorist propaganda: The Red Army Faction and the provisional IRA 1968-86, Basingstoke:MacMillan

Ellie Lovell

Identity Crisis

Ethical Propaganda?

PR and the ‘Blogosphere’

Good busy

CIPR Diploma – Critical Reasoning Test

Tag Archives: PR