MY BROTHER SAYS THEY LOOK SCARY, SO I SAY RAWRRRRR I LOVE THEM

“In almost any gift-giving situation, there is some expectation of return, whether is it a tax deduction, a named building, or an enhanced reputation. That’s why anonymous gift giving is so rare. Giving always occurs within a social context that makes a gift reciprocal in nature. Perhaps corporations that give with some expectation of return are only being more strategic and explicit than predecessors who gave with equal expectations but said less about it – or who gave without planning. For a gift to be genuinely altruistic in nature, that is, for it to demonstrate other-centered love, it must have benefit to the recipient as its primary motive and purpose, but not necessarily its only motivation or purpose. Therefore, strategic or “smart” giving may be regarded as ethical.”

From: Media Ethics: Cases and Moral Reasoning. Christians, Clifford. 2001.

According to Wikipedia, Philanthropy is the effort or inclination to increase the well-being of humankind, as by charitable aid or donations. Corporate philanthropy is the donation of funds, products and services to various causes. There are organizations that give purely because of desire and not for publicity or reaction. I believe that such practices are not necessarily designed to attract more customers, business or gifts.

Oftentimes, it’s a simple matter of goodwill and raising an organization’s corporate profile in a community.  When people feel good about a business or corporate citizen, they can’t help but want to patronize it. The former Ukrop’s grocery stores in Richmond are a good example of an organization that was beloved by many Richmonders for decades. Ukrop’s public operating philosophy was simple: Treat others as you want to be treated and make customer service a priority. Meanwhile, Ukrop’s was involved in numerous charitable activities in town. The payoff was Ukrop’s position as the area’s leading grocer until recent years. Thus, Christians’ quote is similarly based, and proposes that corporations and individuals alike expect something in return after giving a gift.

The Home Depot:

The philanthropic arm of The Home Depot Company is The Home Depot Foundation created in 2002. One of the many organizations they help is donating materials and using its employees as volunteers to build homes for Habit for Humanity. The organization is strategic and smart by giving because they are donating their time and materials that will improve the community. On the other hand, Home Depot can promote there organization and also receive tax deductions.

Exxon/Mobile

Exxon/Mobile uses a tiger as its logo. In addition, the corporation donates vast amounts of money to protect tigers and their environment. I believe that this is also strategic giving because Exxon/Mobile. They are known for coming under fire for the Exxon Valdez oil spill in 1989. This oil is still floating around in Alaskan waters today. Even so, due to their effort Exxon/Mobile can craft an image of being environmentally conscious.

Another Example of Charitable Giving:  Chegg Books

Chegg was founded on a simple premise: With every book you rent Chegg will plant a tree, one book for one tree. Using the purchasing power of individuals to benefit the greater good of the world being eco-friendly is what it’s all about.

Photo from Flkr by Joshgard

The last two decades have given a real meaning to mass communication. One of the most prominent forms of such communication is the internet. It has led businesses and organizations to other routes to give and receive news and information on different topics that benefit them. This task has become as simple as a click due to the new and older forms of online services created.

PR practitioners know in order to become successful and stay on top of things that knowing key online services and using them regularly is vital. Practitioners are now able to use two-way communication to get in touch with their desired publics with the various tools the Internet provides today.

The 5 online tools and services PR practitioners should be using are:

BLOGS – is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. If you have Corporate blog that is identified by individual PR practitioners that can be used to discuss an organization’s operational goals, an issue or cause, an event, new services or new developments during a crisis. In addition, PR practitioners should monitor blogs that regularly refer to or share the same interest as their organization. Doing so will help verify if the organization’s reputation is equivalent with the image they want to put forth ultimately.

EMAIL – Email has been along for quit awhile now as opposed to some of there other tools and has also come along way. In order to prosper in any agency or organization you should have an email, this is a way to have informational almost instantaneously given and received. PR practitioners can use email to ask clients questions, they can organize certain information that comes in, you can have RSS feeds through your email you can do so much.

SOCIAL NETWORKS – These online services are created for people and organizations who share interests, friendships and or activities with one another. A social network service essentially consists of a representation of each user (usually by a profile), his/her social links, and an assortment of further services. Such networks like facebook, and twitter have become key online tools that PR practitioners use everyday. Practitioners also use these services to increase fan bases, watch activity on a certain topic or new item so that they can modify to the nest of there ability to help the company. Practitioners use social networking as a resource for connecting smaller organizations to larger publics.

VIDEO CONFERENCING (Skype, Oovoo) – Nowadays most video conferencing sites are free and can even be done through some , PR practitioners can select private and/or publication sharing. Practitioners can also create services on websites with the client’s brand directed towards particular publics.

WIKIS – Wikipedia is a part of the new technology that allows various people from different localities to collaborate on a story. The wiki administrator tracks the edits that are made giving all contributors a chance to have input. It is the most frequently used search device on the web, especially by younger people. People even some PR practitioners know and trust Wikipedia as a source, and will naturally go to reading the Wikipedia page before anything else.

The audiences of the media are influenced by what they see. Mass media plays a key significance in raising various market segments knowledge about different subjects. The media chooses its stories cleverly in order to hopefully influence its audiences. The stories done by the media can persuade, inform, and radically change the opinion of the viewer.

The Uses and Gratifications Theory gives individual audience member the power to control which messages they take in and which messages they pass over. The audience influences the media, and the media changes its message to fit the audience.

The Agenda-Setting Hypothesis says that the media does not tell people what to think; instead it tells them what to think about. This Hypothesis says that the media does not try to persuade the audience to think one way or another; it just presents the most prominent messages and by doing so the audience can chose to accept or deny. For instance, many local news channels and worldwide sources often have the same top stories.

Role in the Uses and Gratification Theory

• The PR practitioner gives the message to the media and the media passes the message along to the audience.  PR Practitioners choose what stories they want publics to be aware of. Practitioners are in control of what they write and who reads their writing.

Both explain the effects the media can have on viewers. The similarity between both theories is that media users view the media on their own time. Both theories basically explain the role the media plays in influencing viewers.

Public relations practitioners’ roles are always associated with a middle-man function between the media and publics. The role practitioners’ have in the two theories mentioned above can be defined more on an individual level, with only a minuscule difference.

Public Relations- is the values-driven management of relationships between an organization and the public’s that can affect its success. 

Advertising is described by wikipedia a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. It is also the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.

Marketing- is the activity, set of institutions and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.

What is the end results from each department?

PR/Advertising- Change in opinions and make publics aware of issues and products. Although this does not relate to sales

Marketing- Tied to sales

Rankings and Why?

Public Relations is first for many reasons. This industry is very diverse and has many different but important components. PR covers many publics and also the consumers, more that Marketing and Advertising persons do. In PR just like in life it shows a better quality when u earn something rather than just paying for it like the message placements. In order to earn a message placement you must have trust from the businesses or organizations you are working with. You must have some type of credentials from the past, do much research and but most of all again the TRUST is the biggest issue. PR professionals have to advocate for organization and people also.

Advertising is second and has its reasons also. Although advertising focuses mainly on the consumers sometimes it can have other target publics like PR. Where it falls of course would me the message placements. Advertising is all about messages, depictions on different business  or products, but they are not earned placements they just pay for it. It lacks the sense of trust discussed earlier that companies need to have with your advertisements. The results are mainly the same for PR and advertising so in that aspect they are close in rankings.

Marketing is a whole different ball game and is ranked last. The whole point of Marketing is tieing it to sales, no persuasion, or opinion changes or awareness involved. They focus all on the consumers, how they can get the sale ultimately. 

Public Relations has in the past had a negative connotation. Therefore, many will beg to differ but in my opinion, advertising and then marketing should be placed under public relations due to the fact that PR is concerned with a larger audiences and with works not just with the organization(s) it is representing but the publics and people around it. Public Relations does both the works of marketing and advertising and thus comes ahead in the rankings.

McCue & Associates http www.mccueassociates.com/services/

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