As I'm a Russian person and really love my country I should definately congratulate my lovely Russia with this significant day. 50 years ago our guy Yuri Gagarin was first who flew in the space! HURRAY!
Well nowadays there are so many mentions that the Google Corp. is developing so fast that in future it will conquer the world. Probably sounds funny, but the reality is closer than you think it is. Indeed, the greatest number of popular online services developed (or bought) are owned by Google: here are all sorts of things-videos,photos, advertising, search and a lot of other things.
Well, here is my small forecast for our (poor we and our children) future:
2012 Google fights with the rumors about the end of the world. Not to let in the false information to the tags.
2013 All the companies, fearing the end of the world sold themselves to Google. Appear new organisations like Gapple and Gicrosoft.
2014 Google Chrome icon becomes a symbol of the Olympic Games in Sochi. People glue it on cars, houses etc
2015 a Google Computer is produced.It is controlled by voice and hand movements. PC and Mac cease to exist.
2016 Google buys Sri Lanka, and creates a Google City.
2017-2020 year Google buys all the countries. Only Russia remains incorruptible.
2021 Google offers Russia widespread computerization. Children in far villages are happy.
2022-2040 year Global Earth Modification, so that it looks like Google's icon from space.
2040-2050 Creation of the Google Car.
2051 Now using Google Search You can search for lost things in the house. Immortality invented. It can be purchased on Ebay or watched on Youtube.
2052-2100 year Russian Post Services are converted into Gmail.
2110 Green, red, blue or yellow water flows from the tap.
2120 Google paints the moon in its colors.
2130 Google displays the world in a 5-dimensional space.
2150 All men are G-men.
2160 There are no wars around the world.Peace. Google-communism triumphs.
2170 Aliens attack the planet. Google connects with God. Aliens retreat.
2180 The Milky Way is rebuilt in the word "Google".
2190 God uses Google Chrome
2200 A video on the creation of the earth is posted on YouTube.
Being a part of the MA Public Relations we had a great opportunity to make our creativity more visible. We made a viral video as a part of our pitch for the New Media module. Check it now =)
Our amazing teacher Trevor Morris gave us as a group of 3 an assignment to do a campaign for the M&S new line of fragrances "The SIlver Fox". It is a totally educational and fictional project. But anyway-I hope you'll enjoy it!
(abbreviations are nice but since you know what they mean)
So CSR is "Corporate social responsibility (CSR, also called corporate conscience, corporate citizenship, social performance, or sustainable responsible business) is a form of corporateself-regulation integrated into a business model. CSR policy functions as a built-in, self-regulating mechanism whereby business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms. The goal of CSR is to embrace responsibility for the company's actions and encourage a positive impact through its activities on the environment, consumers, employees, communities,stakeholders and all other members of the public sphere."
The rest of the article can be read on lovely Wiki page - CSR
Actually, the more successful the business is- the healthier society is, and the healthier the society is - the more successful the business is. This interconnection is simple, clear and suitable for everyone. The slogan of the business of the second half of the 20th century is "grow or die!" and it brought the society and the companies not only benefits, but also a lot of troubles (eg environmental), for which business is to blame. In some cases the charges are true, in others - not.
Thus, Nestlé, the world's largest supplier of bottled water is on of the main targets of the global debate on the depletion of fresh water, although the company uses only 0.0008% of world reserves.
What is more,people are annoyed by the too high, often unrealistic promises that companies tell the consumers, sugary-sweet declaration of missions and values backed by completely unethical behavior of these companies (for example, in respect to its own employees).
The public is trying to influence the corporations with hundreds and hundreds of different organizations, movements, initiatives, often losing, sometimes gaining. However, the irony is that, if there were huge wins over the business, eventually that would bring society's absolutely no benefit.Actually, the weaker a business, the weaker a society. That is still the same way of relationships, but with a "minus" sign.
The idea of corporate social responsibility (CSR), in fact, allows to rethink the relationships developed between business and society, giving them a more constructive direction.
The History
First talks about CSR began in the U.S. in 1905 when there arose the "Rotary" movement, which was based on the fact that financially successful people had to contribute to the improvement of the professional sphere and society. 90 years later, in 1995, leading companies have formed a so-called EU Initiative Corporate Social Responsibility-Europe, that unites about 50 large corporations. In 1999 the UK International Standard Accountability 1000 was designed to measure the performance of companies from the ethical point of view.
In 2000 by the initiative of the UN Secretary Kofi Annan there was created the Global Compact, calling together business and civil society to support ten principles of human rights, labor relations and the environment. Hundreds of global companies have already joined this initiative.
For the first time a project of social accountability to the public was introduced in the early 90's by a number of companies such as the UK Body Shop, American Ben & Jerry's and Canada's Van City.
This approach (CSR) gives the company an opportunity to listen and respond to the expectations of its customers.
Why use CSR if it makes the companies spend amounts of money?
Maintenance of corporate social responsibility in the company at the first stage increases the business expenses, however it's promising investment that pays off not only by a good reputation, but by the real profit. And if you add other good sides, the business benefits are obvious. These are, for example, growth in consumer trust, increased demand for company’s products and services, support of company’s activities by the local public, the competitiveness of products and finally increased profits. In particular, it is important for companies whose activities give rise to public debate, for example, industrial companies that deal with gas or oil, or companies that produce products that directly or indirectly affect the society ( tobacco, pharmaceutical companies), as well as public companies, (i.e. mobile technologies spheres and financial spheres).
So as it is possible to find out CSR is extrmely beneficial for business.And here comes the PR.
PRofs deal with the main aim here- to create the ability of the company communicate with the audience in a proper way. Create a good brand image and cover itself from the NGO attacs.
As far as the company understands the importance of CSR it will develop in a right way.
It will gain public trust, get a good image and increase sales.Showing that the money the company gets could be spent on something really usefull for public, will create an extra bonus for the company.
P.S. And PR people will not lose their jobs at that sphere =)
We,as people directly connected with PR, always speak about branding.
But brand is not just a product. The person itself can be a powerful brand.
That happened with Barack Obama- 44th American president.
Actually, the Obama preelctoral and electoral campaigns were so huge and so powerful, that just sweeped away the concurents.
But that happened not accidently. A huge PR machine worked (and I'm sure still works) for Barack Obama.
PRofs of the American president banked on the social media, and though many critics predicted the fail,they proved critics wrong.
Obviously, every future president wants his electoral campaign become the most fantastic,colorful,bright and memorable. In this case Barack Obama's was even better than many were expecting. The key factor (exept usual actions like speeches,debates,merchendise and others) was to engage as many voters as possible and make them a part of the future presidential elections.
PRofs made a good step and played on peoples' desire to be a part of something big and significant.
Barack Obama was everywhere-on almost every social platform, the ringtones with his voice were downloadable , his website opened the doors for the users.
However taking the same route doesn't lead you to the same result.
David Cameron in his election campaign tried to take pretty similar steps as Obama did. However,it is obvious that Britons and Americans have absolutely different mentality.
That's why to please the British public you have to be really smart and persuasive. David Cameron, creating buzz through Twitter,Facebook and e-mails , just annoyed the british public.
His bank on the same messages of "HOPE" and "CHANGE" failed as the audience revealed the absolute similarity between his and Obama's mottos.
And definately Social Media creates a risk if used incorrectly. That also happened with David Cameron when his posters appeared in the internet. He became a laughingstock and the ground for numerous internet memes.
At this point I would like to say about the Russian ex-president Vladimir Putin. I'm Russian so you'll get a direct view.
While Obama and Cameron were fighting for voters in the social media, Putin came to power when there was no Facebook or Twitter.
However his PRofs made him a cult. While officially we have Dmitriy Medvedev, every Russian understands that we now have 2 presidents.
According to statistics, just 10-12% of Russian population uses Internet. Yes we are huge,so it takes time for technologies to come to every corner of Russia. However, about 90% have an access to the TV, so it becomes the place for political battles.
One of the main PR actions of Putin are the live transmissions.Thus people can ask the questions live. Though the cencorship works here, many strange,funny,explicit and dangerous questions are allowed to appear. That is not made accidently-thus Putin can show that he is not afraid of difficulties, that he can react quickly,that he has a sence of humour and thus he becomes closer to the ordinary public. As well as he creates the food for thought and speeches of Russian public.
Putin apperas on the TV almost everyday (to be honest almost everyone is tired of that). There are many Internet mems now that also shows the popularity of him.
The other PR action for Putin promotion includes his way of speech. I mean not the speed or tone, but the words he uses. To say a sharp and close-to-public sentence is a normal practice. People are happy (oh look-he is just like us), Putin gains popularity.
The so-called "exhibition galas" are in huge practice these days. Appearance in a usual shop or tube station without warning the public is a normal practice. Thus the idea is to catch people unawares and show how Putin fights the injustice officially.
(a case in one of the Moscow Food Supermarkets:
Putin:"Why pork is so expensive? You think 120% bigger than the everage price is normal?"
Vendor(frightened): "Oh, sorry, Mr.Putin - we'll change the prices right now").
People are happy (Did u see how he fought those self-conceited vendors? Ha-ha! He showed them awht was what!). Putin gains popularity.
Even to scold the highest rank officials in public is not a problem for Putin. Everything for PR.
Here is the example of Putin shames the high-up politicians:
Russian audience was just happy,Putin was a national hero.
However after so many years of his power, Russian public began to understand that they were fed with stories and Putin is a tyrant (hope the KGB won't read my blog).
The conclusion is that PR proffesionals can make an amazing job and make people beleive and vote. However in some time people begin to look with clear eyes on what is happening around them. And the goal of PR practitioners and politians is not to disappoint the public.
Getting aquainted with the PR profession I asked myself a very simple question-What are the qualities of a PR-specialist? Do I personally have them to get success? Today,listening to the Depeche Mode "Try walking in my shoes" song, I came back to that question.
Well, at first glance, the answer is simple:
ability to get on well with people
openness
readiness
self-discipline
high intelligence and defiantely
sense of humor.
PR-experts always communicate with people of different professions and different temperaments, so we are required to keep ourselves up, be prepared for unconventional solutions and instantaneous change of tactics.
But there are "hidden rocks" as well. PR is not a funny "fluffy"job. This is routine, difficult, very stressful and rigorous activity with irregular working time. And often the qualities like
calmness
moderation
perseverance come to the foreground.
Not to be lost in the cycle of constant calls and letters, articles and press releases, interviews and press conferences emotions must fall aside. So how to develop these qualities?
What I think is :
First of all, the very main point is to love your profession and to respect the people with whom you have to communicate during the work-time.
Secondly,in conflict situations try "walking in other person's shoes" and maintain a constant open dialogue,be empathic and judicial.
