Maybe I should contact this guy for my dissertation topic??
Tuesday, 18 March 2008
Thursday, 13 March 2008
CSR
Some definitions of Corporate Social Responsibility
The CSR Network defines CSR as:
Corporate social responsibility (CSR) is about how businesses align their values and behaviour with the expectations and needs of stakeholders - not just customers and investors, but also employees, suppliers, communities, regulators, special interest groups and society as a whole. CSR describes a company's commitment to be accountable to its stakeholders.
Companies have been encouraged to develop socially and environmentally aware practices and policies.
international.lga.gov.uk/european_work/glossary.html
Corporate Social Responsibility
The Green Book of the European Commission "Promoting a European framework for Corporate Social Responsibility" defines corporate social responsibility as the "voluntary integration of corporate social and environmental concerns in their commercial operations and in their relations with the parties concerned. [...] To be socially responsible - the Green Book states - does not only mean to fully meet the applicable juridical obligations but also to go beyond this by investing in human capital, in the environment and in the relations with the related parties".
http://www.intesasanpaolo.com/scriptIr/investor/eng/glossario/eng_glossarioC.jsp
To be honest, I find most CSR to just be a front to make customers think that companies care and are up to date ethically. Like McDonalds' funding of sports days; I don't believe they are doing so to be socially responsible, rather if they did not do so they would lose a lot of customers who think of them as a cold, uncaring company. However, I may just be a cynic.
Madsen Pirie, the current president of Adam Smith Institute says:
"CSR should not be a firm's role. Instead, it should be determined by society as whole through the rules and laws set by government. A business therefore should simply only follow the rules and regulations set by the country in which it operates. CSR may make a firm's directors feel good to give money to local charities, but a company's responsibility should be increasing profits and adding to a nation's wealth."
I still think companies all want a pat on the back for their charitable donations as they work on the whole "photo opp" and Look At How Great We Are! feel about it. Or, perhaps I am just having a bad day and there are truley some people who care out there. Having said that, I feel that the company Lush are quite environmentally caring but maybe that is because I dont see them as a giant corporation? Is it the big bad enterprise that makes me skeptical? I'm not sure. Ask me again tomorrow.
The CSR Network defines CSR as:
Corporate social responsibility (CSR) is about how businesses align their values and behaviour with the expectations and needs of stakeholders - not just customers and investors, but also employees, suppliers, communities, regulators, special interest groups and society as a whole. CSR describes a company's commitment to be accountable to its stakeholders.
Companies have been encouraged to develop socially and environmentally aware practices and policies.
international.lga.gov.uk/european_work/glossary.html
Corporate Social Responsibility
The Green Book of the European Commission "Promoting a European framework for Corporate Social Responsibility" defines corporate social responsibility as the "voluntary integration of corporate social and environmental concerns in their commercial operations and in their relations with the parties concerned. [...] To be socially responsible - the Green Book states - does not only mean to fully meet the applicable juridical obligations but also to go beyond this by investing in human capital, in the environment and in the relations with the related parties".
http://www.intesasanpaolo.com/scriptIr/investor/eng/glossario/eng_glossarioC.jsp
To be honest, I find most CSR to just be a front to make customers think that companies care and are up to date ethically. Like McDonalds' funding of sports days; I don't believe they are doing so to be socially responsible, rather if they did not do so they would lose a lot of customers who think of them as a cold, uncaring company. However, I may just be a cynic.
Madsen Pirie, the current president of Adam Smith Institute says:
"CSR should not be a firm's role. Instead, it should be determined by society as whole through the rules and laws set by government. A business therefore should simply only follow the rules and regulations set by the country in which it operates. CSR may make a firm's directors feel good to give money to local charities, but a company's responsibility should be increasing profits and adding to a nation's wealth."
I still think companies all want a pat on the back for their charitable donations as they work on the whole "photo opp" and Look At How Great We Are! feel about it. Or, perhaps I am just having a bad day and there are truley some people who care out there. Having said that, I feel that the company Lush are quite environmentally caring but maybe that is because I dont see them as a giant corporation? Is it the big bad enterprise that makes me skeptical? I'm not sure. Ask me again tomorrow.
Wednesday, 5 March 2008
Diversity in PR
We had an interesting presentation today about diversity in public relations. We learnt that the brown pound is an estimated £40billion, the pink pound is £70b and the grey pound a staggering £250b! Yet, it was revealed today that the majority of UK PR campaigns are aimed at the young, white market (By young I mean under 50s).
I wonder if this is because the majority of peope in the PR industry are white and under 50, therefore pitching to their comfort zone. What would a 40 something year old white man (with a good salary) know how to promote items to 20-something afro-caribbeans? It's easy to see how mistakes like Trident's "Mastication for the Nation" campaigns can occur.
the CIPR has a whole section on diversity, where it claims it holds
" Testimonials from successful PR practitioners from minority backgrounds and Case studies on PR campaigns targeted at diverse audiences" (http://www.cipr.co.uk/diversity/)
It is full of matter-of-fact comments on how diversity is an asset your company. It also claims that By 2011, only 18% of the workforce will be white, male, not disabled, under 35 and heterosexual What workforce is this? The points previous were talking about the UK as a whole and the labour workforce. If this is in relation to PR then perhaps as 80% are currently women, but it is not clear and surely they are not implying the labour or general UK workforce as perviously mentioned. Because as the ESRC report, 92.1% of the population is white, 50% are male and only 16% of the population is over 65. I find it all very confusing.
Dr. Rochelle L. Ford, APR wrote a paper for the PRSA that states:
"Echoing the PRSA 2002 diversity survey, the majority of respondents (63 percent) felt that the PR industry is only mildly committed to taking actions in recruiting a more diverse work force. Likewise, 61.6 percent said that the industry is only somewhat successful in recruiting a more diverse work force; no one reported that the industry had done very well."
(http://www.prsa.org/diversity/diversity%20dimensions/studyExamines.htm)
While many companies may not have a diverse workforce, it is unclear as to whether or not this is due to the graduates not being minorities or if the companies themselves are more comfortable hiring a white taskforce.
As a minority myself - mixed race - I have not every really thought of
myself as a "minority" in any sense. My PR courses have been filled with ethnically diverse groups, many female, and while in my work experiences I have dealt with many white, british associates, we all appear to be on the same level. However our taste in cuisine is quite different! In conclusion I believe because 92% of the population is white and with only a small percetange being senior (regardless of their grey pound status) campaigns are more driven to the white, under 50s market, leaving practitioners in their comfort zone. Let's take another look at the statistics in 2011, who knows, perhaps then the "30 something, white guy" will be the minority!
I wonder if this is because the majority of peope in the PR industry are white and under 50, therefore pitching to their comfort zone. What would a 40 something year old white man (with a good salary) know how to promote items to 20-something afro-caribbeans? It's easy to see how mistakes like Trident's "Mastication for the Nation" campaigns can occur.
the CIPR has a whole section on diversity, where it claims it holds
" Testimonials from successful PR practitioners from minority backgrounds and Case studies on PR campaigns targeted at diverse audiences" (http://www.cipr.co.uk/diversity/)
It is full of matter-of-fact comments on how diversity is an asset your company. It also claims that By 2011, only 18% of the workforce will be white, male, not disabled, under 35 and heterosexual What workforce is this? The points previous were talking about the UK as a whole and the labour workforce. If this is in relation to PR then perhaps as 80% are currently women, but it is not clear and surely they are not implying the labour or general UK workforce as perviously mentioned. Because as the ESRC report, 92.1% of the population is white, 50% are male and only 16% of the population is over 65. I find it all very confusing.
Dr. Rochelle L. Ford, APR wrote a paper for the PRSA that states:
"Echoing the PRSA 2002 diversity survey, the majority of respondents (63 percent) felt that the PR industry is only mildly committed to taking actions in recruiting a more diverse work force. Likewise, 61.6 percent said that the industry is only somewhat successful in recruiting a more diverse work force; no one reported that the industry had done very well."
(http://www.prsa.org/diversity/diversity%20dimensions/studyExamines.htm)
While many companies may not have a diverse workforce, it is unclear as to whether or not this is due to the graduates not being minorities or if the companies themselves are more comfortable hiring a white taskforce.
As a minority myself - mixed race - I have not every really thought of
myself as a "minority" in any sense. My PR courses have been filled with ethnically diverse groups, many female, and while in my work experiences I have dealt with many white, british associates, we all appear to be on the same level. However our taste in cuisine is quite different! In conclusion I believe because 92% of the population is white and with only a small percetange being senior (regardless of their grey pound status) campaigns are more driven to the white, under 50s market, leaving practitioners in their comfort zone. Let's take another look at the statistics in 2011, who knows, perhaps then the "30 something, white guy" will be the minority!
Sunday, 2 March 2008
TV is Dead?
Channel 4 has recently shown a new morning show called TV IS DEAD? that analyzes the growth in internet use in teens and how viewing shows online will take over ordinary television viewing. It also mentioned SKINS and how their use of viral promotions ensured that on its launch night it had the largest number of viewers in channel 4's broadcasting history. They also interiewed youths on the SKINS parties and how "cool" they were.
Interestingly, they also mentioned how Samsung approached some internet promotional company to create a VIRAL video that shows the new flip phone they would be launching. In order to create a video that did not look like a paid advertisement but rather, something that one of their target audience of teenagers could have made themselves (tapping into word of mouth), they worked on a montage filmed on a regular DV camera to be posted on YOUTUBE. The end result was a classic case of viral promotions as thousands of teens tuned in to see the film in action.
I have contacted them in order to get the show on DVD for my dissertation.
Interestingly, they also mentioned how Samsung approached some internet promotional company to create a VIRAL video that shows the new flip phone they would be launching. In order to create a video that did not look like a paid advertisement but rather, something that one of their target audience of teenagers could have made themselves (tapping into word of mouth), they worked on a montage filmed on a regular DV camera to be posted on YOUTUBE. The end result was a classic case of viral promotions as thousands of teens tuned in to see the film in action.
I have contacted them in order to get the show on DVD for my dissertation.
Saturday, 1 March 2008
Dissertation Proposal
Is the trend of using New Media PR tactics that focus on audience interaction replacing standard advertising in relation to television program promotions? In specifics, looking at E4’s SKINS and Shipwrecked.
Is the use of online new media promotions that stir up audience interaction becoming the key choice of promotional strategy for television programming targeted at Britain’s youth? Are programmes such as E4’s Skins that use social networking to get viewers to send in ideas, music and artwork for the show as well as offering them opportunities to attend “VIP Parties” a clever and revolutionary new way to reach your target audience by giving you the chance to bypass journalists altogether? Thus giving you 100% guarantee that your message gets through.
The use of new media promotions is a relatively new theory as the history of public relations is concerned. It has only been in the last decade that internet use has exploded into our proverbial “personal space” with Nielsen/NetRatings reporting that according to their research, there are around 450 million surfers around the world. In the UK alone, 57.2 percent of the entire population have access to the web and are deemed as regular users. PR practitioners and marketing executives have begun to realise the prospects of online promotions, as it is a way for them to get into their target audience’s homes for little or no money as it is the users themselves who seek out or are directed to the information. Tom Murphy, an online PR blogger, posted a blog concerning a PR survey taken in March 2004 (http://www.natterjackpr.com/) where PR executives were asked about their relationship with the Internet. Of those individuals, 65% of respondents believed that new media provided an opportunity for a better relationship with journalists. However, one PR individual quotes,
“The Internet allows us to address our publics directly, so we don’t have to solely rely on journalists. This disintermediation is a challenge to journalists and to those involved in media relations.”
As the subject is quite specific I will be relying to a substantial bit of qualitative research for my primary research, involving interviews with PR practitioners involved in the promotional aspect of my case studies and their thoughts on why they use that specific promotional mix, people who are part of their web target audience and their views on the shows and an interview with a subject of one of the shows and how she was used for promotions of that specific show online (which has already been set up). I will also be researching the vehicles for their promotions, such as Islandoo, the new social networking site created by E4 in order to find new contestants for their show, Shipwrecked and the Skins new idea of podcasts and audience music interaction.
Little has been written on such a specific question and as it is a new area of exploration most information will be based on primary research. However, one book, The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott in 2007 is a vital piece of work in this area of information. The book is heavy with case studies and the theory of how new media and technology is an incredible asset for any product or company. It specifically looks at blogs and viral marketing, which will be the key focus of my case studies of Skins and Shipwrecked. It also explains the ideas of private networks, the grouping together of common interests and how to push PR into those streams.
Broader literature on new media and PR would include PR 2.0: New Media, New Tools, New Audiences by Deirdre Breakenridge (2008) which looks at the direct-to-customer approach with social media. It also explains that traditional web communication is not suitable anymore, which is vital to my argument as I am opening up the idea that E4’s new wave of audience interactive promotions is taking over the old school web promotion mentality. It also looks at RSS feeds and blogs and online newsrooms as it has just been published it is truly up to date with web PR. Another book to look at will be On-line Public Relations (PR in Practice) by David Philips 2001.
Books Reviewed:
Scott, David Meerman. (2007) The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly . Canada: John Wiley & Sons.
Breakenridge, Deirdre (2008) PR 2.0: New Media, New Tools, New Audiences. USA: Financial Times/ Prentice Hall
Phillips, David (2001). On-line Public Relations (PR in Practice) London: Kogan Page Ltd.
Duhe, Sandra C. (2007) New Media And Public Relations. USA. Peter Lang Publishing
Witmer, Diane F. (2002) Spinning the Web: A Handbook for Public Relations on the Internet. New York: Allyn & Bacon
Websites reviewed:
http://www.natterjackpr.com/stories/2004/03/02/prOpinionsSurveyMarch2004HowIsTheInternetChangingPr.html
http://www.e-consultancy.com/news-blog/362863/why-online-pr-and-seo-go-hand-in-hand.html
http://www.e4.com/skins/
www.channel4.com/entertainment/tv/microsites/S/shipwrecked/
www.islandoo.com/
http://www.myspace.com/e4skins
Is the use of online new media promotions that stir up audience interaction becoming the key choice of promotional strategy for television programming targeted at Britain’s youth? Are programmes such as E4’s Skins that use social networking to get viewers to send in ideas, music and artwork for the show as well as offering them opportunities to attend “VIP Parties” a clever and revolutionary new way to reach your target audience by giving you the chance to bypass journalists altogether? Thus giving you 100% guarantee that your message gets through.
The use of new media promotions is a relatively new theory as the history of public relations is concerned. It has only been in the last decade that internet use has exploded into our proverbial “personal space” with Nielsen/NetRatings reporting that according to their research, there are around 450 million surfers around the world. In the UK alone, 57.2 percent of the entire population have access to the web and are deemed as regular users. PR practitioners and marketing executives have begun to realise the prospects of online promotions, as it is a way for them to get into their target audience’s homes for little or no money as it is the users themselves who seek out or are directed to the information. Tom Murphy, an online PR blogger, posted a blog concerning a PR survey taken in March 2004 (http://www.natterjackpr.com/) where PR executives were asked about their relationship with the Internet. Of those individuals, 65% of respondents believed that new media provided an opportunity for a better relationship with journalists. However, one PR individual quotes,
“The Internet allows us to address our publics directly, so we don’t have to solely rely on journalists. This disintermediation is a challenge to journalists and to those involved in media relations.”
As the subject is quite specific I will be relying to a substantial bit of qualitative research for my primary research, involving interviews with PR practitioners involved in the promotional aspect of my case studies and their thoughts on why they use that specific promotional mix, people who are part of their web target audience and their views on the shows and an interview with a subject of one of the shows and how she was used for promotions of that specific show online (which has already been set up). I will also be researching the vehicles for their promotions, such as Islandoo, the new social networking site created by E4 in order to find new contestants for their show, Shipwrecked and the Skins new idea of podcasts and audience music interaction.
Little has been written on such a specific question and as it is a new area of exploration most information will be based on primary research. However, one book, The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott in 2007 is a vital piece of work in this area of information. The book is heavy with case studies and the theory of how new media and technology is an incredible asset for any product or company. It specifically looks at blogs and viral marketing, which will be the key focus of my case studies of Skins and Shipwrecked. It also explains the ideas of private networks, the grouping together of common interests and how to push PR into those streams.
Broader literature on new media and PR would include PR 2.0: New Media, New Tools, New Audiences by Deirdre Breakenridge (2008) which looks at the direct-to-customer approach with social media. It also explains that traditional web communication is not suitable anymore, which is vital to my argument as I am opening up the idea that E4’s new wave of audience interactive promotions is taking over the old school web promotion mentality. It also looks at RSS feeds and blogs and online newsrooms as it has just been published it is truly up to date with web PR. Another book to look at will be On-line Public Relations (PR in Practice) by David Philips 2001.
Books Reviewed:
Scott, David Meerman. (2007) The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly . Canada: John Wiley & Sons.
Breakenridge, Deirdre (2008) PR 2.0: New Media, New Tools, New Audiences. USA: Financial Times/ Prentice Hall
Phillips, David (2001). On-line Public Relations (PR in Practice) London: Kogan Page Ltd.
Duhe, Sandra C. (2007) New Media And Public Relations. USA. Peter Lang Publishing
Witmer, Diane F. (2002) Spinning the Web: A Handbook for Public Relations on the Internet. New York: Allyn & Bacon
Websites reviewed:
http://www.natterjackpr.com/stories/2004/03/02/prOpinionsSurveyMarch2004HowIsTheInternetChangingPr.html
http://www.e-consultancy.com/news-blog/362863/why-online-pr-and-seo-go-hand-in-hand.html
http://www.e4.com/skins/
www.channel4.com/entertainment/tv/microsites/S/shipwrecked/
www.islandoo.com/
http://www.myspace.com/e4skins
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