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In the past few years, the anti-corporate movement (including those opposed to globalization) has gained a bit of steam.
What many people in the movement promote now is called Corporate Social Responsibility (CSR), the idea that corporations should be responsible to all of society and the environment, as well as to shareholders.
It’s a shame they’ve gained momentum. After all, without modern corporations we would all be poorer, and in particular, few of us could expect to retire comfortably. More than anything else, modern corporations exist to provide pension income.
Sure, corporations used to be owned by a few, extremely rich people. But, with the widespread adoption of pension funds and mutual funds, corporations now belong mostly to working people.
While it’s true the average working person has far, far less wealth than the average billionaire, there are many, many times more working people. That means company and government pension plans can invest vast sums of money into capital stock, making working class people the largest shareholders of many corporations.
From a communication perspective, I’m interested in knowing why Corporate Social Responsibility gets such good media coverage and so much attention. I’m also interested in knowing what we, as communicators, can learn from them.
For starters, the anti-corporate movement has a simple message: “Corporations have too much money and power; working people don’t have enough,” or some variation on that theme. On the other hand, my defence of corporations above is anything but simple, even though I’m pretty good at capturing ideas in words. Did your eyes glaze over as you read my description?
The ‘anti’ movement also enjoys the luxury of making a good (poor working people) versus bad (rich corporations) argument. That’s a moral argument, one that adds spice to any news story. On the other hand, the ‘pro’ side works largely with rational discourse and the ideas of economists.
Third, the protestors bring passion to the anti-corporate message. After all, this is a battle of good against evil, isn’t it? Again, the defenders of modern corporations and globalization have to rely on the prosaic science of economists.
Fourth, the label ‘Corporate Social Responsibility’ also helps the anti-corporate movement. Not only does the name act as a unifying point for its advocates, but it also implies that CSR is a good thing. After all, who could be against ‘social’ and ‘responsibility’?
Now, despite their high media profile and ubiquitous presence, the advocates of CSR have a problem. They may be able to win the attention of reporters and editors, but they haven’t had much clout with the real decision makers, the people who run companies, pension plans, and mutual funds.
And, the decision makers aren’t likely to be swayed. They understand the role of corporations, and they know where their responsibilities lie. Even widespread public sympathy for CSR isn’t likely to have much effect, since they report to shareholders, not to society as a whole.
So, perhaps the final lesson we’ll take from the anti-corporate movement today is that, sometimes, great communication can only take you so far by itself.
You’ve just reviewed the final results of your last pro-active media campaign to launch that new product or service. The numbers look pretty good: media impressions were in the millions; coverage was evenly split between broadcast and print; and a leading national paper ran three stories on the launch-pretty impressive. But could it have been better?
Analyzing issues or campaigns is the first big step in truly understanding any communications success or failure. With busy schedules and/or tight client budgets, more often than not, media analysis isn’t always carried out. A big investment is being made on gathering the media content, but not on measuring and analyzing the trends, successes, and areas for improvement. Stories are often filed away immediately or distributed to a limited group, never to be looked at again or analyzed at all.
If you’re already conducting ongoing media analysis half the battle is won. But if not, you can bet your client or director will demand it soon. New analysis technologies combined with increased expectations to determine communications ROI (Return on Investment) are making analysis a must, not a should.
Once you’ve determined the need or importance of analysis, what’s next? This is where the confusion can set in. As can be expected, everyone has their own definition of how media content should be analyzed based on their own experiences. And usually the issue of PR standards and formulas arise…and that is when things often can come to a stand-still.
But before you get into how you are going to analyze, you must first determine what you’re interested in analyzing. Here are a few considerations:
Track success in key publications and mediums based on demographic suitability
Evaluate key message penetration in media stories
Track quality – not just quantity – of coverage
Determine success vs. competitors
Success of spokesperson pick-up
Determine campaign ROI
Measure advertising equivalency (if you must!)
Monitor regional penetration comparisons
Tabulate media impressions/audience numbers
Compare key issues and/or product penetration
Resulting editorial or other media commentary/letters to the editor
There are endless ways of analyzing and cross-referencing the information. But you should note that you can accomplish all of the above considerations without getting into confusing PR multipliers or complex formulas. The key is to determine what you’re interested in evaluating and create benchmarks for future comparisons. And if you still want to add in PR multipliers you can, as long as you consistently keep to the same formula. So whether you’re multiplying by a factor of 3, 5, or 10, the coverage is always being evaluated in a consistent fashion and can therefore be viewed as an unbiased and accurate portrayal.
Go Electronic, Go Real-Time
Reviewing the success of a new product launch, the impact of a crisis on your organization, or a monthly comparison after-the-fact can provide valuable insight for future planning. But imagine the change you could make if you have real-time data available to you at your fingertips in an instant. Using real-time data you could monitor:
What regions are having the most success and which need attention
Misinformation being published so you can correct it
Which publications need another follow-up call
Which issues are getting the most attention
The quality and tone of the coverage
The impact on your organization
What tactics are working and which aren’t
How you can piggy-back on recent media trends or competitors’ tactics or success
The benefits of real-time analysis are endless and important. Knowing that you can have a timely affect on the final outcome of a new product launch is empowering and helps speak to the real power of PR.
A combination of real-time analysis and benchmarking will provide you with the tools to improve the results of a campaign mid-stream and properly analyze its success using a predetermined set of objectives and consistent criteria. So make 2005 the year you start benchmarking your analysis-an opportunity to learn more about the impact your communications strategies are having will pay dividends for years to come.
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It is different from other diet pills meaning it also will provide you with some souped up that is vital to make your evryday work around the house and business office. Therefore and your energy ranges up, it contributes greatly you in using the excess fat saved in human body. This weight loss pill works as a rapidly fat reduction pill which demonstrates its results in a quite short time. It works to begin with by stabilizing the body weight and after that by reduction of it.
The use is based seen on the prescribed of the medical expert. You ought not get an extreme measure from it without consulting your doctor as over dose may lead to critical health problems. It is utilized as both small-term and extended-time period medicine to treat weight problems, typically combined with diet plan and conduct amendment.
Safety measures even though having Tablets:
1. Absorb it the day to suppress how you feel of hunger 2. Take it on an empty stomach prior to breakfast once daily 3. Go on it having a complete goblet of water 4. Advisable to get it all together without having to break or chewing named 5. Apettite supressant 37.5 milligram from dosage mustn’t be more than doubled for any missed medication dosage or loss of effect 6. Take it at the very least 6 to 14 hours before going to bed in order to avoid slumber decline 7. It is not created for kids under the age of 16 or for older adults It’s basically nothing more than diet, so there isn’t any part-outcomes of this slimming pill. It responds to your neurological system, exciting it in order to alter the substances inside your brain that control hunger.
Most companies with any degree of overhead know that finding the right supplier of products necessary to run their business is of the utmost importance. For most businesses, it can mean a substantial savings and reduce the headaches often associated with searching for a reliable equipment dealer. For restaurants, however, finding the right equipment supplier can mean the difference between success and failure in the industry.
Restaurant owners, perhaps more than any other business owners, rely on their equipment to ensure that they will be open for business each and every day. Because most kitchens are limited in space, there is usually only room for one piece of each major type of equipment. If an ice machine or oven goes down, it can cause problems that will affect the entire operation. Restaurant equipment is made to endure the ravages of everyday use, but will eventually break down often enough that it will need to be replaced. While replacing a piece of equipment in and of itself seems simple enough, like most things in the restaurant business, it isn’t. Restaurant owners often rely on their equipment dealer to determine whether a new piece of equipment will meet the growing needs of the establishment. They may also rely on the equipment dealer’s product knowledge to determine what will and won’t work in their particular setup. With most large scale restaurant equipment costing thousands of dollars, considerations of this nature are rarely left to chance.
A good equipment supplier not only carries a wide selection of products for the restaurant industry, but can also provide information on how those products can be used to streamline kitchen areas for maximum efficiency. Restaurant owners have long known that while anyone can sell equipment, only the best equipment dealers are able to sell the right equipment that will help restaurateurs by adequately addressing their individual needs. Finding a resource for information along with a competent and reliable supplier of equipment is never an easy thing to do. Most restaurant owners who establish a good working relationship with a credible equipment supplier will maintain that relationship throughout the life of the business.
There is an epidemic in the United States. An epidemic that is so overlooked, if gone unchecked any longer, could cripple the economic strata of the U.S. An epidemic that could be responsible for the genocide of millions of businesses. Curious what it is? I am referring to the gross mismanagement of e-commerce businesses. Okay, perhaps the phrases “cripple the economic strata” and “genocide of millions of businesses” was stretching a bit too far, however, it is a fact that the bulk of e-commerce businesses are not built on an infrastructure that embodies stability. I am referring to a lack of customer service support in the umbrella of businesses designating themselves “e-commerce” or “virtual businesses”.
It is true that the lure of starting the e-commerce business is powerful. An endeavor as such usually requires little or no capital investment, a credit card processing account, and rudimentary knowledge of HTML coding. These three elements compose the basic formula for starting an e-commerce business. There is a marked difference in the formula for starting a business and the formula for maintaining a business. To expound on the latter, what truly makes a business thrive is proper customer relationship management and immediate telephone / live voice account support. This is the key component that is missing from most on-line or “virtual” businesses.
Take, for instance, the internet based company Netflix. If you are unfamiliar with the company, they are a relatively young e-commerce business specializing in mail order DVD rental. The minds behind the ingenious idea that is the basis of Netflix failed to create telephone support for their product. There is no doubt this decision was a calculated one as they most likely weighed the cost of maintaining an in-house call center vs. integrating purely e-mail based support. Without looking at the numbers side of the argument, imagine the frustrated consumer having problems with their order and having to rely on a 24 hour lagged e-mail response system to rectify their account issues. Based on this plausible conjecture, I believe lack of live operator support will be the ruin of the Netflix organization and the downfall of all e-commerce businesses that follow the same train of thought. What these businesses do not realize is that it is possible and extremely cost effective to outsource your call center needs to an established advanced call center facility. This solution has a two fold benefit. It serves to establish a solid foundation of customer relationship management and opens businesses up to benefit from word of mouth advertising.
I believe even a small internet business can greatly benefit from utilizing a call center to manage their customer service or sales calls. The initial investment is usually zero (excluding research time to find the appropriate facility) and most call centers charge on a per call basis (meaning you only get charged for the calls they actually receive). If looking at business from the customer’s perspective as opposed to looking at it from an initial profit standpoint, it behooves all e-commerce businesses to initially setup a live call center to manage all of their calls. If the infrastructure is not initially setup correctly, your business may fail before it has even begun.
Rien ne serait plus simple que de se rendre chez un connaisseur habilite et diplome en la matiere. Or, ces derniers ne se comptent que sur les doigts d’une main et les nombreux pretendants au titre ne repondent pas toujours a vos attentes. Attendez-vous donc a devoir partir en voyage et d’investir en temps et en argent afin de trouver le seminaire adequat par excellence que vous attendez tant.
Preparez avant tout votre presentation. L’ideal serait de se mettre a la place de votre auditoire, compose essentiellement de personnes surchargees de mails et de coups de telephones et qui, parmi leur quinzaine de rendez-vous professionnels et leur rendez-vous familiaux, esperent que votre presentation ne sera que de courte duree et passionnante. Pour cela, ecrivez un resume de votre discours ne tenant que sur une page, ce qui donnera le sentiment que vous maמtriser parfaitement le sujet et non le besoin de lire vos notes.
L’autre point essentiel qui devra ךtre aborde lors de ce seminaire porte donc sur la maniere de capter l’attention du public mais surtout d’eviter les pieges type. Parler de vous personnellement n’interesse que tres peu de personnes et savoir s’adresser aux gens n’est qu’une infime partie de votre succes prochain. Votre enseignant devra donc vous inculquer comment faire de votre auditoire une star, comment intercaler lors de vos discours votre presentation et s’adresser a eux en leurs posant les questions opportunes, et gerer votre temps de parole et leur temps de reponse. En les questionnant, leur esprit de competition se voit decupler et enthousiasmer.
Toujours dans ce contexte, laissez a votre public le temps d’achever votre phrase. Cela est essentiel. Attention toutefois de ne pas en faire trop et d’utiliser des phrases a double sens. Utilisez de preference des phrases types dont tout le monde connaמt deja la fin. Vous serez incroyablement surpris de voir combien votre public sera attentionne a vos paroles et ne risqueront pas de vous oublier.
Maintenant, disons que vous reussissez du premier coup l’application de ce premier conseil, cela n’est pas tout pour assurer un succטs garanti a 100%. Que pensez vous devoir faire ensuite? Un bon porte-parole doit savoir bouger sur l’estrade ou plus clairement, doit savoir occuper l’espace le temps de son discours. Rester debout derriטre votre pupitre sur votre podium et lire vos notes sans vous preoccuper des reactions de votre entourage est le signe vers la reussite de votre plus gros echec. En effet, donner du mouvement a vos paroles est un art qui s’apprend qu’avec l’aide d’un professionnel. Par exemple: saviez vous que si vous vous adressez au cote droit d’une salle vous devez vous placer sur la gauche? Pourquoi? Parce qu’en vous plaחant sur la droite pour vous adresser au public place sur la droite vous perdez l’attention du public place du cote gauche.
Par consequent, ne jamais vous eloignez d’une personne vous posant une question. Allez toujours vers le cote oppose de l’estrade de faחon a leur donner l’avantage. A nouveau, la derniטre chose a faire est de perdre l’audience principale et de vous focaliser juste sur une personne. Placez vous alors vers le fond de la salle pour pouvoir repondre a la question posee et dont tout le monde desire entendre la reponse.
Ainsi, plus l’osmose entre votre publique et vous sera forte, plus grandes seront vos chances d’obtenir d’excellents resultats en matiere de chiffre d’affaires. Et n’oubliez pas, plus l’auditoire se sentira roi, plus concentre il sera.