The 5 C’s of Communication Part 5: Culture

Happy Tuesday readers! I hope you are ready to tackle the day and start your week off with some motivation! Today’s post finally concludes the 5 C’s of Communication blog series. Throughout the series I discussed the importance of connecting with an audience, ways to creatively engage an audience, types of consumers to target, and how to handle a business crisis. It’s important to understand all the five C’s in the communication process need to work together so you can successfully communicate with the public.  

Culture can be defined many different ways, a basic definition from Merriam-Webster defines culture as “A way of thinking, behaving, or working that exists in a place or organization”.  To keep this post short, I am going to focus on the culture of a business and how it can affect the whole communication process. Just keep in mind business culture is very large and can differ from each company, so if you are looking to learn more please read multiple articles and talk to professionals who are more knowledgeable on the subject.

The focus of this post is to understand how culture impacts company decisions. The culture of a business can include: a mission statement, ethics, employee and customer treatment, and the work environment. I will now go in-depth on each of those points.

  1. Mission Statement
    This can be as long or short as the company decides. A mission statement explains the business’s goals and philosophies. This statement is important since it outlines company goals and how they should be achieved. The mission statement shows the business culture and how they conduct business by choosing what they focus on in their statement.
  2. Business Ethics
    Ethics are defined as “moral principles that govern a behavior”, they play such a large role in business that there are many local and national organizations whose sole purpose are to explain and enforce business ethics. Companies that have a strong ethical guideline will usually ensure that everything is conducted fairly and honestly.
  3. Treatment of Customers & Employees
    The way a company chooses to treat the people who matter to them can show a lot. Treatment can include many things different actions: respect, kindness, honesty, criticize, or insignificance. Companies who treat their customers poorly can not expect repeat sales. While treating their employees poorly can lead to bad advertising because employees can be quick to discuss their anger and frustrations about their job. By treating the people who have a big impact to the company with respect and kindness can go a long way in building strong solid relationships.
  4. Work Environment
    The work environment is the area where employees spend their time doing their jobs. So why is this important? Because a successful and positive work environment will help to grow the company into the future. Here are some questions you can ask about the work environment: Does the environment have an open door policy with managers, do they encourage everyone of all levels to speak up with ideas, does people work as a team instead of independently? All of those factors can help to improve the work environment and create positive and happy employees that showcase the company’s culture.

To recap the culture of an environment can help the company grow into the future. A respectful and positive environment guided by a strong mission statement and ethics can help to show employees and customers that they matter.

Thank you all for following the series with me! I had fun writing and researching more in-depth on these topics and I hope it helped you. Comment and like this post with what you enjoyed or your own experiences on this topic. Until next time have a fantastic week!

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The 5 C’s of Communication Part 4: Crisis Communication

Welcome back everyone! This is part four in a five part blog series, this series has focused on the public relations communication process. During the last three posts I discussed the the best ways to connect with an audience, how to creatively engage an audience, and the different types of consumers to target. Those first three topics worked well together and can be implemented during the same campaign. However, today’s post is going to focus on things to remember when the communication process fails.

This post will focus on the do’s and don’t’s of how to handle a crisis. If you would like to know the steps on managing a crisis please check out my other blog post “Tackling Crisis Management as a PR Pro”.

One way to approach a crisis is to understand what the problem is and the first step needed to help solve it. So I’m going to start this post by determining what exactly is a crisis. Crisis Communication can be best defined by the Business Dictionary as “The effort taken by a company to communicate with the public and stockholders when an unexpected event occurs that could have a negative impact on the company’s reputation”. Basically this means when a negative situation arises, the company must work to solve the issue and try to keep company’ reputation intake.

A crisis can be different for every company and the best way to handle it depends on each situation. As always the best way to deal with a crisis is to make sure it doesn’t happen. Crisis prevention is the one way to help ensure the company’s reputation stays intact.

However, even with preparation problems can still occur. So here are some ways you can positively handle a crisis.

  1. Determine the Severity of the Crisis
    Is it a nationwide crisis or is it posted all over social media? Can it be handle within the company or do outside parties have to intervene? Determine the severity of the crisis before decieding on a courses of action. By understanding the problem, you can best start to handle it.
  2. Understand the Emotions Involved
    Depending on the situation the public could be angry or upset. Try to tune in and address their emotions. This lets the public know the company cares and what’s to rectify the situation.
  3. Be Honest
    Most lies will be discovered and that could cause another crisis to arise and that’s an even bigger mess to clean up! By telling the truth, even if it’s unpleasant, will eventually get better in time. Whereas a lie can continue to follow the company into the future.
  4. Take Responsibility
    Admit where the mistake was made. It’s best to acknowledge that mistakes and accidents happen, rather than trying to pass the blame onto another company, person, or inadequate reason.
  5. Have One Consistent Spokesperson
    Choose the best person to become the company spokesperson when addressing the public and media about the crisis. The reason for having only one spokesperson is to help provide consistency to the public; this provides them with a consistent familiar face.

Now that you know some positive ways to handle a crisis, here are some things you should avoid doing during the crisis.

  1. Taking Too Much Time to Respond to the Situation
    After a crisis occurs the PR team needs to quickly gather with the appropriate people and put together a plan. It’s important this happens as soon as possible. If it takes too long for the company to publicly address the situation, the more difficult it will be to handle the backlash.
  2. Don’t Respond with “No Comment”
    When those words are used, it gives the illusion the company is trying to hide information. By providing some, even small, information can show the public you are addressing the issue. The only time it’s acceptable to not provide information is when there is a legal reasoning. However, even in that case it’s still best to respond with “Legally, I am not able to provide that information” rather than saying “no comment”.
  3. Don’t Make Promises
    When you are addressing the public, be careful not to make promises that can’t be kept. Be honest if you don’t know when you will have more information. Because if you promise to provide something at a certain time and the promise isn’t kept, it will look unreliable and make it even more difficult to manage the crisis.

To sum up this post remember to review the crisis and determine its’ severity and be aware of how the crisis is affecting the public and everyone else involved. Then after a crisis management plan is created, choose the best spokesperson to handle all the communication to the public. Be sure to address the crisis as soon as possible, even if it’s just to let everyone know the problem is being addressed. Finally, be honest throughout the whole event of what is going on and take responsibility if it’s needed.

Overall, just be aware of your surroundings and try to understand the crisis as much as possible. Work together with the PR team, the  company’s president, and anyone else the crisis pertains to.

Be sure to check back to my next post for the final part of this blog series focusing on how our culture in society affects the communication process!

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2016 Habits for Life and Public Relations

Happy 2016 PR Coordinators! It’s hard to believe 365 days went by so quickly and now we have a brand new 366 days to make our mark on the world (yay for February 29th, giving us an extra day to accomplish things).

For this post I’m going to talk about what you can do to refocus your mind and habits for 2016 that will help you in PR and life. Then next week I will finish my blog series on parts 4 and 5 focusing on crisis communication and culture.

This year focus on what you want to accomplish in your career and your life by writing out tasks that will lead towards your goals. That way you can make sure by the time 2017 arrives you are ready for a new set of challenges!

As PR pros we have to have quick thinking, constantly be learning, have excellent people and communication skills, and be creative. Maybe those four traits are what appealed you to the PR field (for me it did), but they are also positive traits to have in your everyday life too. They help you grow as a person and be ready for new challenges. So here are some tips to keep your mind focused this year on your life and career.

  1. Quick Thinking
    Crises and unexpected situations can be a constant struggle in life, something falls through at work or your car breaks down, so you need to be ready to think on your feet to quickly solve the problem the best way possible. You do not want to waste half a day trying to find a five minute solution. So when you have some free time during your day (maybe when you’re at lunch) write down some common scenarios that could arise in your life/work. Then jot down some solutions you could have to help solve the issue.
    Life Example: Your car starts making some weird noises and you know it needs to be looked at quickly. Have a list of numbers of family or friends who could help you or have a few local auto shops you could call and have your car inspected.
    PR Example: Your job requires you to plan multiple events throughout the year and sometimes option one isn’t available. So have a list of multiple caters, venues, and florists available in a handy location.
  2. Constantly be Learning
    Nothing in life ever stays the same, so just because you’re out of school that shouldn’t stop you from teaching yourself new things. With technology constantly changing we are forced to keep learning or fall behind, but this shouldn’t restrict you from only learning about the newest technology. Teach yourself that language you always liked, learn to cook some new meals, or study up on some topics of interest. Public relations is a growing and ever changing field, because our focus is on the public and social media we have to always be ready to change to continue growing in our field.
    Life example: Take one hour every week to spend it teaching yourself something new.
    PR Example: Always be ready to learn about constant social media trends and issues by reading up to date articles and trending news. As you learn about the next trend, you’ll become a bigger asset at work. Try getting in the habit of reading one or two articles every morning or evening to always be aware of industry changes.
  3. People Skills and Communication
    Unless you never leave your home dealing with family, friends, and the public is a daily activity for most people. Developing relationships and communicating with people helps you to grow as a person. Both of those skill sets are vital in the PR world because we are communicators. Whether we are communicating to the public on something new or helping to inform on an issue, if communication isn’t done right we have to fix miscommunication with crisis communication. This relates to our everyday life because if we are trying to work out a dispute with a loved one we need to be able to effectively communicate our point of view while still being able to hear and understand their view.
    Life Example: You and your roommate thought there was an agreement made on informing each other when there would be visitors, but communication was lost and now you both are upset. Learning to effectively communicate with each other can help solve the problem and clear things up for in the future.
    PR Example: Your new project at work requires you and three other coworkers to create a new advertising jingle by the end of the day. This task screams people skills and communication! A good way to be prepared for this task is to brainstorm ideas with the group and discuss the best option and more forward together.
  4. Creativity
    Your creativity helps your imagination to grow and can be one of your greatest assets. This allows you to help give creative gifts to family and friends, decorate your home, put together a great wardrobe, and more. Creativity can be a huge asset at work because if you can create new things before the competition, you can become more valuable. There are many different forms you can use to be creative including: words, art, decorating, gift giving, sewing, etc.
    Life Example: Try to stay creative throughout the year by working on small projects. Maybe paint that old bookcase, sew yourself a new blanket, or learn to sketch. This will help your mind to grow and give you a nice break from life’s stress.
    PR Example: Look at new and past advertising campaigns and imagine how you would change them for the better. This will help to keep your mind sharp and constantly be ready any upcoming projects.
    ***To make it more advance, give yourself a time limit***

Let 2016 be the year that you grow even more as a person and PR professional. Don’t let bad habits overtake your life, but instead focus on your goals and dive into the year with success all throughout your life!
Until next time stay warm!

The 5 C’s of Communication Part 3: Consumer

This is part three in a five part blog series that is meant to help you better understand the communication process for marketing and public relations campaigns.

This week I’m going to focus on helping to determine which audience to target, how to best understand your audience and different tactics to create during the campaign.

Dictionary.com defines a consumer by explaining it’s “a person or organization that uses a commodity or service”. This relates to the communication process because the consumer is the main focus of the campaign. So to have a successful campaign you, the PR Coordinator, must clearly understand the type of consumer that needs to be reached and the different forms of communication that can be used.

Here are five key thoughts to keep in mind when focusing on your target audience.

  1. Determining your Audience 

    What are the campaign goals and objectives? Is the method of communication most important or can it be changed? Can you clearly explain who would want to participate in the campaign? By answering some of those questions can help you to determine your target audience. For instance, a campaign’s objective could be to increase online sales through Google ads. Therefore, you want your target audience to be active online participants.

  2. Audience Profile 

    Start by determining the audience you would like to target for your campaign. Then conduct some primary research and  secondary research, if needed. By better understanding your audience, you will be able to get create tactics that will successfully spread the campaign’s’ message. 

  3. Providing for your Audience 

    How will this campaign help your audience? Will it solve a problem or make things easier? Once you are aware of how you can help your audience, be sure to identify that issue during the campaign. For instance, if your campaign will solve a problem identify the problem and how you provide the solution.

  4. Building Trust with your Audience  

    It’s common knowledge that people are more interested in purchasing things from people they trust rather than focus solely on advertisements. So encourage your current consumers to promote your brand. This will help to grow your audience and the company’s brand through positive encouragement. Depending on your campaign’s purpose, you may want to have video or written testimonials, social media posts, or simply word of mouth.

  5. Choosing the right Communication Tactics

    Your target audience will help to determine which tactics will be helpful and which will be less successful. During this process refer to the target audience research; this will help to determine the best tactics to use during your campaign. Here is a list of possible tactics that can be utilized: social media, videos, blog posts, television and radio ads, online banners, Google ads, promotional souvenirs (t-shirts, pens, notebooks, etc.), and more. Try brainstorming with some co-workers to come up with creative and catchy ideas!

Remember that the consumer is an important asset in the company since consumers help to drive the business. Conduct research as necessary and be sure to learn from the results. The better you understand your audience, the better results the campaign will achieve.
Be sure to check out part four of my blog post focusing on crisis communications. Until the next post, have a fantastic weekend!

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The 5 C’s of Communication Part 1: Connect

Happy Tuesday readers! During my last post I discussed the importance of being a successful communicator to best spread information to the public. I broke down the tips of successful communication into five groups: connect, creativity, consumer, crisis, and culture.

This post is part one in a five-part series. Today I will be focusing on the first C of communication: connect. By successfully connecting with your audience will help you to reach your goals. The definition of connect, as defined by Dictionary.com, is “a cause to be associated [with], as in a personal or business relationship”. This means by effectively connecting with your audience can help you to build a relationship with that audience and spread your message.

There are many ways to reach out to the public. I’m going to focus on three different ways to connect with your audience.

1. Social Media
By creating a company Facebook page, Twitter, Instagram, or any other social media account will help you to reach out to your target audience in a personal way. Social media can be used to reach a large amount of people at once or post a wide variety of content including posts, photos, videos, and links to websites. Social media is great at extending your audience and reaching out to a new public.

2. Build a Community

Try creating an online community that will target your specific audience. This would be a great way for you to reach the public in a more focused form instead of through a general social media account. Imagine if your company is a car dealership that is looking to extend their public awareness by creating a car safety group. This group will focus on the best ways to purchase a car by providing safety information and more. This can be a useful way to inform the public about some important tips when making a large purchase. There are many places to create an online community; for instance Facebook, WordPress, Google Hangouts, or other online social media sites.

3. Newsletter or Blog
This is a great public communication tool if your focus is on educating the public or focusing in-depth on a specific topic. Creating a blog allows you to post content to your target audience in a more detail form than general social media accounts. Blogs can be created in a variety of ways; you can choose to blog with written words, through videos, podcasts, or photos; so don’t feel limited if you choose this as your way of communication! Any form of communication can be a useful tool for you if it’s used correctly.

No matter the form of communication you choose to use, here are some helpful tips to keep in mind.

1. Know your Audience
This is one of the most important tips to understand if you’re going to be working with the public. The better you know your audience the easier it will be to spread your message. For instance, if your client is a pharmaceutical company your target audience might be medical professionals who prescribe medication. Therefore, you should research what will be the best way to spread your information. Medical journals, professional societies, or online communities with a medical professional presence may be the best option.

2. Easy to grasp Information

Be aware of your audience and the message you want to spread. Use appropriate terminology, keep in mind the best and worst information to be posted on social media, use newsletters or blogs for more in-depth content, and use graphs, charts, or videos to better display facts and statistics.

3. Easily Displayed Information
If you are trying to convey information through a video, photo, or newsletter try to be aware of the font type and size (small font size can be hard to read and unusual font types can make an informative article appear unprofessional). For instance, one long paragraph down the page with no headers or sub headers can take away the easiness of the read. Remember the purpose is for others to read the information so don’t make it a hard job for them to do so.

Overall, try keeping these tips in mind for your next connection campaign. Next week I will be talking about the second C, creativity!
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The 5 C’s of Communication

Happy September! I hope everyone had an enjoyable August and enjoyed your final full month of summer. I thought the best way to go into the autumn season is by starting this month off with some important aspects of Public Relations communication. This post will lead into a five week blog series that will focus on five parts of communication within the Public Relations field. This week I will provide a general overview and brief explanation of each section.

I am breaking the five important aspects of communication into five C words. The sections include: connect, creativity, consumer, crisis, and culture. These five aspects will help you to remember the important ways to communicate with the public. Here is an explanation of each trait.

1. Connect
Since technology’s increasing presence in everyday lives, you need to release content that will connect with the public. This can include social media accounts, easily displayed smartphone and tablet content, and short, easy to grasp information. It’s important to connect with your audience on a personal level. This will help people to like, comment, and share content that will easily spread your message.

2. Creativity
Create engaging and informational content that is appealing to your public. Try spreading information in creative ways that will appeal to your audience. Creativity can be your best asset in any PR campaign you conduct!

3. Consumer
Always keep in mind who you want to reach with your content and message. The way you choose to display and spread content will be different for every audience. For instance, the way you spread a message to young adults will be different from the way you spread messages to older adults. By knowing and understanding the audience can best help you to effectively spread information.

4. Crisis
Crisis communication can affect any business or person, so by staying proactive can help you to avoid or better handle a crisis. There are different ways to handle a crisis and how to be proactive depending on the situation. One way is to have a crisis communication plan in place and how to handle certain situations that can arise.

5. Culture
By understanding business and society culture can help you to better spread company messages. Business culture focuses on the mission statement and the purpose of the business. While society culture can keep you updated on current society trends; this will allow you to decide different ways to reach an audience.

Overall, those five C’s of communication can help to serve as guidelines in reaching out to your audience. Over the next month, I will write about a specific section and explain its value. So be on the lookout for my next post, the first C I will discuss will be connect!

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Snapchat Advertising

Welcome back readers! If you celebrated Independence Day I hope you had an enjoyable holiday and if not I hope you had a great weekend! Yesterday, I read an article about the phone app, Snapchat, offering companies a way to advertise with them. In case you aren’t aware what Snapchat is, I’ll briefly explain it.

Snapchat is a free app you can download to your iphone or android; this app allows you to share pictures or videos with your friends. What makes this app unique is the person can only view the photo/video one time; then it disappears and cannot be viewed again. If you want to learn more in depth about some of Snapchat’s features check out this article!

When Snapchat first became available in 2011 it instantly became popular, especially with young adults between 13-24 years old. Eventually companies and advertisers saw this as their chance to reach a younger audience in a new way. Once Snapchat realized their chance to grow as a business, they created three advertising options for companies:

1. Live Feeds

10 second live videos to appear in the users’ new feed.
Example: Disney can show a 10 second movie trailer for a new movie being released that day.
2. Discover Network
Content produced by 11 different media outlets.
Example: An article written by a magazine can be published for the user to read at any time.
3. Geofilters
Stickers or icons that a person can add to their Snapchat photos/videos. Companies have the option to offer filters in specific locations.
Example: If you are inside a Starbucks coffee shop, you may have the option of using Starbucks stickers in your pictures/videos to send to friends.

Overall, I think Snapchat is providing companies with some good options for advertising; however I’m still skeptical if it will benefit the businesses. As a frequent Snapchat user, I barley watch the live videos and only occasional view the Discover channel. However, I do enjoy using the filters, but just because a friend sent me a photo with a McDonald’s icon doesn’t persuade me to go visit the restaurant.

Also, there is no statistical way to determine the success of Snapchat advertising. The only information a company will receive is how many views a photo/video earns. They do not learn how many people took action because of the content, unless the company researches it more on their side of the business (through surveys or questioners).
To read more in depth about Snapchat’s advertising and how the company’s CEO feels about this new change, check out this International Business Times article.

Overall, I am interested to see how successful and popular Snapchat’s advertising will be for their users and I will keep you updated on any news about this topic! How do you feel about viewing advertisements? Is their one option you enjoy or dislike more? Do you think it will be successful? Feel free to comment below!

Until next time have a great week!
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