The first tactic that many companies will pursue is creating an appearance of being transparent.  Notice this is different from the act of actually being transparent.  Just take a look at this headline. There is still a pervasive Bernays-like mindset in many PR professionals that the public cannot be fully trusted and that it is the PR professional’s job to spin some information while completely leaving out other information.  I think things will have to get more and more transparent in the future but many companies will be dragging their feet.  For now, though, this is the stage we will be at.

Another tactic that will continue to grow in 2010 is the trend of using social media.  Facebook and Twitter have both been used extensively by companies and the current push is for these systems.  But just like Twitter came out of nowhere, there is bound to be a new innovation on the horizon.  Perhaps that innovation will be something like Second Life, where users can interact with people all over the world in this alternate reality.  Businesses can create presences in places like these and build virtual relationships that will translate into the real world.  For example, if Wal-Mart creates characters to play in the game and uses these characters to provide users with valuable virtual goods with anyone who will interact with them, Wal-Mart could gain a loyal fan base that appreciates the free online goods.  They could reward the company with real business in the future.

Another trend will be to make media rich websites that are not obviously tied to the company.  Blogs that have become popular throughout the internet like the Drudge Report, Deadspin, and Gawker are successful because they link to many other websites and serve as an aggregator for users to gather information.  Companies could make their own websites dealing with themes close to their brand image.  This will give them an opportunity subtly mention their product.  For example, if Nike did this they could start a sports themed blog and disproportionally mention their own sponsored sporting events and products.  It would have to be done carefully, but it could be done.

My next prediction for where public relations is heading in 2010 is the lessening of emphasis on working through traditional media.  Here another blog takes a look at this issue. This is an idea we discussed in class as well.  Instead of working so hard to get a story in a newspaper, a medium that may be dying, companies can get their message out through other means like social media and completely control that message.  This trend will continue to grow in the next year.

Finally, I think a fifth trend when it comes to public relations is companies working with non-profit organizations.  People still have a poor image of major corporations, and these companies need to help their image by working with companies with good images.  Now, with technology the way it is, more people will find out about these partnerships and be impressed by them.

The first thing we will do at Community Plate is try to arrange one of our workers to appear on the 1370 Connection.  This will help get the word out about our charity and go a long way towards establishing Community Plate as a viable charity in Rochester.  Having people hear our representatives on 1370 Connection talk about key Rochester issues will build our brand’s reputation in a lasting way.  The show is actively looking for new guests so this arrangement would be mutually beneficial to both companies.  We should offer to appear as many times as needed.

We should also partner with 1370 Connection with their Facebook initiative.  I would propose we work with the show in their Facebook page.  We could co-sponsor a page that  would deal with creating an online dialogue between people on Facebook about current issues.  We would set up forums within the page where people could go to talk about their feelings on current issues.  We would also assign experts of our own to steer the discussion, moderate inappropriate posts, and contribute their own opinions.  This would help us use Kelleher’s concept of building a Two-way system in which we could directly communicate with people who may be interested in supporting our charity.  It will also increase our reputation within the community for being so involved in key social issues.

Next I propose we take a page out of Edward Bernays’ (figurative) book that he outlined in Ewen’s PR! and use an emotional appeal to our audience.  While on the show, our representatives should be sure to “tug at the heartstrings” whenever possible.  Mention as often as possible the number of people who go hungry each day while also maintaining the delicate balance of not becoming too overbearing about it.  People will often ignore completely rational ideas if they are not made to care. It is our job to make them care.  The time to start this approach is during the holiday season.  Many are already in a generous mood and are willing to give money to charities like the Salvation Army.  We need to make them aware of Community Plate and make us a part of their holiday donation routine.

Here is Bernays in his younger days

My fourth strategy is to build relationships with other guests that appear on the show.  1370 Connection will feature many influential people from all different backgrounds.  It would be foolish not to take advantage of an opportunity to network and partner with these people for different events.  For example if the owner of a local McDonald’s is appearing on the show to discuss the current trend toward obesity and what they are doing about it, we should approach them with information about our charity. This will make our charity better and if we build a lasting relationship with these businesses, they are likely to tell others about our organization.  This can take place immediately and continue throughout the year.

Finally, I think we should plan a 1370 Connection relaunch event with the show.  This will cause a splash that will create a lasting image of our charity as a key charitable organization in the Rochester area.  It will raise publicity both for the show and our charity.  This will be the last phase of our plan and take place in the summer. Even though the show will have already undergone most of its changes, this extra time will allow the show to get settled in and be ready for the publicity.  Once the “relaunch” is complete, the show and Community Plate will have completed a very successful year of effective public relations.

But we are in a position where action now can save us from a grisly fate.  Our paper reaches a younger audience that will be extremely open to these changes.  We need to take advantage of this and take the necessary steps to not only survive, but prosper.  By becoming as transparent as possible we can become entrenched as part of this magnificent Rochester community and be able to serve them with a quality newspaper for decades to come.

The first initiative I want to implement in the City newsroom is taking our readers inside the newsroom.  For years journalists have taken it upon themselves to gather all the information and decide what makes the newspaper in newsrooms that the public never has access to.  At City, we specialize in entertainment and alternative news.  These are issues that are readers care deeply about and they will welcome the opportunity of being a part of the process.

Here is highly stylized example of what I am talking about.

Pay attention from 0:06 to about 0:52

We do not need to take the same approach as ESPN, with their multiple cameras and high production value.  Instead we should just use a similar idea by placing a cheap camera in the corner of the newsroom and allow our readers to be a part of the process. We can run a live feed through our website at set times and advertise when the next televised meeting will be.  We can even allow viewers to make comments and suggestions through our Twitter page.  Not only will this help build a relationship with our audience, they may actually have some good story ideas and help us become an even better publication.  Because City deals heavily with entertainment, we do not have to worry as much about giving away timely story ideas to competitors with this system.  Should a sensitive situation arise, we simply would not discuss the matter during the webcasts.  It will also give us another avenue to hear from our consumers about what they want to read about.

If successful, we can change the public’s perception of every newsroom being like this:

To an image of relatable professionals who are concerned with building a lasting relationship with their audience.

This is the kind of dialogic communication Kelleher urges companies to draw upon.  We would be soliciting response from our audience, providing useful information, and hopefully generating return visits to our site while building a lasting relationship.

Full video interviews

Lately, journalism has come under attack with charges of becoming “gotcha media”.  One way journalists have been accused of distorting facts is by taking quotes out of context.  In order to be proactive about this problem, we will take inexpensive flip cameras to interviews and record every interview.  We will then put the interview online with the story.  Not only will this protect us from charges of hacking people’s quotes, it will provide the die-hard fans of the bands we feature to see even more of their interviews.

This benefit City in two ways. First, it will gain us trust in our community as journalists who strive to report the truth and that give readers a chance to get the whole stories.  Secondly, it provides and extra feature that will set our product apart from our competitors.

An example of how this can be used effectively can be found with the Daily Show.  Here, Jon Stewart had an interview with Jim Cramer that went well beyond the show’s thirty minute time frame. Instead of hacking the interview apart to make it fit, the show posted the whole interview online and urged viewers to watch.

Rethinking the website

In addition to those two major initiatives, there are several smaller improvements we can make to our website that will help us overtake Insider.  Let’s make things easier for our website visitors who would like to visit one of our many blogs.  Up until now, each section tab has a blog section that is listed underneath.  Since our staff blogs help differentiate our website from competitors, we should give them their own tab.

We should also implement a system where readers can submit their own blogs to be run on the website. Insider has a similar feature where anyone can post a blog.  However, if we make it so only a select few of the submitted blogs are chosen it will be more beneficial.  First, it allows us to retain some control of the content that appears under our brand.  Also, it will promote a contest-like atmosphere where people will covet the spots given away while respecting the writers who have had their post featured on the website.  This will raise the value of the blog space and make it a big deal to the reader if they are selected.  This, in turn, will build a strong bind between City and the individual bloggers.

One last suggestion for the website is to list every organization that carries City.  This feature will make it easy for prospective loyal readers to know exactly where to find our product. It will also help build a good relationship with the organizations that carry our paper and make them more likely to advertise with us.

With these changes, I believe we can help take City to new heights.

As Kelleher points out in his book when discussing news-driven relationships, people can get their news from numerous sources online.  If City plans to stand out from the competition, we need to provide a service no one else is offering and differentiate ourselves from our competitors.

Unfortunately, the newspaper industry is facing hard times and City is no exception to this trend.  But there is hope.  The initiatives I am proposing can be achieved with very little cost and should help build a relationship with our audience.  The results of these initiatives will yield some important short-term gains, but the most critical benefits will pay off with huge dividends in the future.  When consumers trust our company and feel as if they have a stake in our success, this will create a loyal base that will not only read our paper but be eager to tell others about it.  This, in turn, will increase advertising and allow our paper to do things previously unthought of for a paper of our kind.

The task is not an easy one.  Many national newspapers are struggling to stay afloat because people no longer see the need to support their paper when there are so many other news sources elsewhere.  We must build that connection or risk becoming irrelevant.

When I look at the current online presence of City, I see a great foundation.  Now is the time for us to build on this foundation.

In the five years since you spoke these words much has changed.  Much has changed, but at the same time nothing has changed at all. This also applies to the media as well, which was your main concern.  Your hope of people taking a stake in media has been realized, but in a way I’m sure you did not forsee.  Websites like Facebook, Twitter, and WordPress have grown in leaps and bounds, giving millions of people voices to say whatever they want.  Unfortunately, so far this has not translated into a system where people have discarded their entertainment gossip news and become engaged in a meaningful social dialogue.  You were spot on when you spoke about the Internet in your speech and how people have been conditioned to only consuming some media.  I wish I could say I was the exception but I am just as guilty as others when it comes to surfing YouTube for the latest viral video instead of voicing my opinions on issues or urging Congress to fight the concentration of media.

However, I do not think the fight is hopeless. I think deep down people know the importance of true journalism.  It might take a few years for it to hit rock bottom and people realizing what they are missing, but I think journalism will eventually rebound.  I hope I am wrong in this assessment and for that reason I urge you to continue your fight.

However, I am here to say that public relations can and should be practiced ethically.  I would even make the argument that in order for a business to thrive for a very long period of time (i.e. lifetimes) it is necessary to have an ethical public relations department.  For example, Tylenol once had a disaster on their hands  when some of their products were contaminated and killed several people.  Johnson and Johnson recalled all of their Tylenol products and lost over 100 million dollars.  However, because of their honesty and by being proactive they were able to save their brand and later regain their status as industry leader.

This of how unethical public relations could have derailed the company.  If they kept the medicine on the shelves, for fear of losing market share and millions of dollars, consumers could never trust them again.  The consumers would see right through any spin the company could have tried and Tylenol probably would never recover.  This is an example of why, no matter the short term benefits, ethical public relations is a must for successful companies.  The truth will always eventually catch up to you.

The premier personality in daytime television is about to revolutionize the way you think about home improvements.  Martha Trump is launching Livingforyou.com and wants you to be a part of it.  The new site will feature Martha’s show broadcasted LIVE over the internet.  Not only that, but the website will also feature expert bloggers that will bring you key home improvement information each and every day.

Visiting Livingforyou.com will allow you to help others and your own wallet at the same time.  Every visitor to the website within the first 24 hours of the sites launch will be eligible to receive ten dollars by mail. Livingforyou.com is also proud to announce that the website will donate a significant amount of money to the worthy People of Earth charity and encourage all of Martha’s fans to do the same.

- California Tortilla started a promotion in which they allowed customers to create their own advertisement. They used social media such as Facebook and Twitter to get the word out to customers about this new promotion and received nearly 100 entries in five days.

This campaign was very symmetrical in that it asked for and received public feedback and used it in a new advertisement. Because of this the campaign falls on the “5″ side of the table.

Band Aid: Stick with it!

Band Aid approached Ogilivy PR to develop a communications platform that would contemporize the brand without abandoning its core equity. Ogilvy’s objective for Band Aid was to assert brand leadership and establish relevance to today’s generation of web-savvy moms and kids. The goal was to deliver the brand promise through a media campaign designed to bring stick-with-it-ness to life.  They created a co-branded website Nickelodeon stickwithitawards.com where kids could enter for the chance to win a vacation for four to Hollywood to experience the Nickelodeon Blast Zone at Universal Studios.  This is an example of a two-way symmetrical situation. The stick with it campaign successfully reinforced the Band Aid brand’s core equity while encouraging kids and parents to interact with the brand in a new, modern, and relevant way.

Lead:

The Rochester Rabbits have made it even easier to interact with your favorite players.

Now fans will be able to send instant messages directly to players each week.  Every Wednesday a Rochester Rabbit player will be chatting with the fans that inspire them.  And for limited time, this service will be completely free.  Thanks to our partnership with JPEG wireless you can now chat with players like rookie of the year candidate Ike Smith.  Just go on the team’s website and send in your questions from noon to 6 p.m. on Wednesdays.