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

The above quote explains that those who donate often do so with intentions of receiving something in return. Anonnymous gift giving is not very common because the donator must do so with only the recepients benefit in mind. The quote also explains that gift giving with the donors interest in mind is not a bad thing, in fact, it is considered ethical.

I believe the quote posted above is completely true.  No matter what the intention, donations are always going to be positive. The recipient benefits because they are gaining something at no cost, but the donor benefits as well.The donor benefits by gaining respect from the public.  Donors can also promote there product threw donating, which is called strategic giving. Below are several examples of strategic giving.

• The Home Depot uses there employees and products to help build houses for Habitat for Humanity. I believe this is strategic giving that benefits the Home Depot because people will view the company as ethical and caring.  Once people have this positive image of the company embedded in there mind, they are more likely to visit Home Depot instead of its competitors.
• Exxon/Mobile uses a tiger as there corporate logo and donates large amounts to help protect tigers.  This is also strategic giving because it creates something memorable in the consumers mind. Donating always puts a positive image in the consumers mind, so every time they see the tiger logo, they will incorporate it with the donations the company has made.
• The Sony Corporation uses strategic giving as well. They are very focused on spreading art and education to less fortunate communities.  They also encourage there employees to volunteer in these communities.  This is strategic giving because people will view Sony as an ethical company amongst its competition.

Below is a video example of strategic giving. It shows how the Ronald McDonald Foundation benefits the company as well as the people of Nepal.

If you would like to learn more about strategic giving, check out the three links posted below.

• Companies that Use Strategic Giving
• Charitable Giving at Major Corporations
• Benefits of Corporate Philanthropy

An example of bad crisis management.

A crisis can happen at any time without any warning. It can be anything from a terrorist attack to a natural disaster. Although there are many different definitions of crises, one of the best is provided by Pacific Telesis:

“an extraordinary event or series of events that adversely affects the integrity of the product, the reputation or financial stability of the organization; or the health or wellbeing of employees, the community, or the public at large.”

Crises can be very difficult for PR practitioners to deal with. PR practitioners deal with crises by informing the public of what is going on and releasing details on the situation. Practitioners do not “solve” crises, they help deal and recover with them. There are many things PR practitioners can do during a crisis to make the situation better. Below are the top three things I feel a practitioner should do during a crisis:

1. Be Honest. By misleading the public, they will soon find out and your company will lose credibility. Also, by telling lies and not being honest, rumors are likely to start. Quickly spreading gossip is not a positive thing for any company.
2. Never say “No Comment.” Whenever a practitioner says these deadly two words, the public automatically feels like they are covering up negative information. The company immediately seems guilty of wrongdoing. This theory goes back to the honesty idea. Even if the truth isn’t the best news, it is better than covering it up. The truth will eventually come out, no matter what.
3. Know the facts. This is critical for any PR practitioner dealing with a crisis. If the practitioner is uniformed of the true facts, they may misinform the public. This will also gain bad publicity because the public may not trust the company anymore.

As you can see, a crisis can have a huge impact on a company. Although they sound negative, there are often times when crises can be beneficial to a company. The crisis can be an eye-opener for the company and can result in necessary changes the company didn’t realize they needed before the crisis.

Crises are a difficult thing for PR practitioners to deal with. There are many things they can do to make the situation run a bit better. Although no one can plan when a crisis will happen, by creating a strong crisis management plan, companies have a much higher chance of recovering positively.

1. Publicity- Sharing ones creative work is a quick way to gain a reputation.  If several individuals find your work useful, publicity will follow. This is particularly helpful for those who are just starting out in the industry.
2. Spread of Information- By letting others use your work in a legal way, information is spread much easier.  By doing this, others are given the opportunity to enhance there personal work. Creative commons also gives others the opportunity to alter your work, which could result in something great.
3. Clear Protection- By using creative commons licensing, your work is clearly protected. Creative commons lets you specifically choose what type of protection you want your work to have.  Without it, individuals would have trouble finding the exact copyright and would probably use the work anyways. It is a free way to make sure your creative work is protected in the way you prefer.

Creative commons licensing is used by many famous company’s/brands.  A few examples include Google, Wikipedia, and Whitehouse.gov.  Although many believe creative commons interferes with the individuals copyright protection, I feel it is a great way to gain publicity, share information, and receive clear protection.

1. Online Newsrooms (example ipressroom)- Online newsrooms are interactive websites for PR practitioners and the companies they work for.  These websites offer an easy and organized way to directly communicate with the media as well as the audience.  The benefit of these sites is that everything is neatly organized in one place. Users can create a blog, update podcasts, keep contacts in order, and much more. Although these services are not free, they allow you to control the content and also increase your search engine visibility.
2. Editing Help (example Your Pitch Sucks!)-  There are several websites available to PR practitioners who are unsure about there latest work. These sites allow you to send in your drafts and get insightful tips back on how to improve it.  These resources are also not free, but can be extremely resourceful when needed.
3. PRWeb-  This website is very popular amongst PR practitioners. It is a site where you can post your news and press releases.  This site is very beneficial because it  helps you reach millions of people, send your release immediately, and also track  the number of viewers. You can create a free account on this website, but to access all of the resources, you must pay a small fee.
4. Social Networking Sites (example Facebook)- These sites are critical for anyone in the PR field. They are a quick and easy way to get your name out into the public. These networking sites are also very beneficial because the individuals you are trying to reach are most likely using these sites anyways. Most of these sites are free and can spread news almost instantly.
5. Blogs (example WordPress)- Although the online newsrooms that I mentioned earlier offer blogging devices, having a independent blog can be very helpful. These accounts are almost always free and are a simple way to get news released. Blog sites are also great because you can easily follow other blogs without having to continuously search.

The internet is a great resource for those in the PR field.  Different tools are constantly being created and improved. Although the five I listed above are useful, there are plenty more out there for PR practitioners to discover.

• The Uses and Gratifications Theory- This theory is not a single approach, but is a collection of approaches.  Individuals use the media to gain specific gratifications. This theory emphasizes that individuals are not victims of the media, but instead, they use the media to help fulfill certain needs.  These needs can range from social to psychological. 
• The Agenda Setting Hypothesis- This theory believes that the media has a gigantic influence on the audience because they have the option of what stories are considered newsworthy. They also get to decide how much prominence and space to give specific stories.  This theory explains why most people view the same issues as important. 

Like most theories and ideas, these two share many similarities and differences. The relationship between these two is strong,

SIMILARITIES

• Both deal with what we are exposed to in the media.
• Both are simply theories. 

DIFFERENCES

• With the Uses and Gratifications Theory, people choose what they are exposed to. The media is only there to fulfill personal needs.
• The Agenda Setting Hypothesis is the opposite, because the media chooses what people are exposed to.  This is done so that people have the same priorities to what is important and what isnt.

RELATIONSHIP

• One effects the other. With the Uses and Gratifications Theory, individuals choose what media to be surrounded with. The Agenda Setting Theory effects these choices because the media chooses what we have the ability to be exposed to. 

As you can see, each theory is much different from the other. One deals with the individuals choices while the other deals with the medias choices. Although different, they have a strong relationship and one could not exist without the other.

By breaking down the situation, it will be easier to view the plan.

Situation- The public relations profession is viewed negativly. How do we get more credibility for the public relations field? It is often viewed in a negative way, how can we change that?

Audience- The entire United States population. Everyone is effected by public relations, therefor it would be ideal for everyone to have a positive view on it.

Goals- To become viewed as a creditable industry.

Strategy- To improve this situation, I feel the PRSA needs to do several things. By following the next few objectives, the public relations industry may be helped.

Objectives-

• Output- Launch a e-newsletter to at least 300 individuals who are skeptical of the public relations field. This needs to keeps the population updated on the quality work being completed in the public relations profession.
• Outcome- Gain respect from individuals outside of the public relations field.
• Tactic- Create the e-newsletter, skillfully edit it, and publish it. Promote the new e-newsletter as often as possible and motivate people to spread the word.

• Output- Share PRSA notices with the public threw at least 30 local newspapers.
• Outcome- Spread information about the PRSA to massive amounts of people. By creating great news articles, an interest in the public relations field will be sparked.
• Tactic- Hire skillful writers and emphasize the important components of the PRSA. In these articles, offer people a chance to become involved and a chance to learn more.

I believe this plan will work for several reasons.

1) People enjoy technology. By posting information online in a casual way such as an e-newsletter, the public is more likely to take the time to read it. The more publicity the PRSA gains, the better. I also feel if people are more informed on how the industry works, they are less likely to be skeptical.

2) By posting information in local newspapers, information is bound to be spread. It is a known fact that the public reads the newspapers. Since public relations is such a huge profession in the country, the public is bound to want to learn more, expecially since it is viewed some-what negatively.

Fixing the reputation of public relations is not easy. I feel by following a simple plan, people will respect the industry more and it will gain the credit it deserves.

First off, we need to understand exactly what accreditation is.

Accreditation is a certification program offered to public relations professionals. This program is voluntary and is administered by the Universal Accreditation Board.

As I previously mentioned, accreditation helps public relations professionals in several ways.

1) Accreditation identifies specific individuals who are knowledgeable, professional, and possess experience. By becoming accredited, others in the field will immediately know that you are serious and successful when dealing with public relations.
2) Many job listings are searching specifically for individuals who are accredited. The job market is currently in a rough patch. Getting jobs is becoming harder and harder. By becoming accredited, you gain something extra and landing jobs will not be as hard.

The video below explains why accreditation is such a positive thing. It is presented by Heathere Evans-Keenan, a highly respected public relations practitioner.

Becoming accredited is not an easy task. It takes a lot of time and money. If one is dedicated to the field enough, it will defiantly be worth it. The PRSA home page describes step-by-step how one becomes accredited.

Although we know accreditation is a great, it is not heavily promoted at the current time. The PRSA (Public Relations Society of America) needs to make accreditation more visible and important to business leaders. If they accomplish this, the world of public relations would greatly improve. Figuring out how to promote accreditation is difficult, but I have created three plans that could potentially help.

1) Company Groups- If the PRSA promoted accreditation to a specific company, individuals might be more interested in it if they knew other people where doing it. Most coworkers within a company talk to each other on a daily basis. Having the support of each other would make the process more relatable. I feel this would give individuals the push they need to become accredited.
2) Simple Promotion Techniques- The PRSA could possibly create handouts or a short presentation to show a company. If accreditation were presented to individuals in an easy to understand way, more people would become interested. People would start to talk and we all know word-of-mouth is a great promotion technique.
3) Require Accreditation- If the PRSA started to force companies to only hire individuals that are accredited, people would have to do so. This may sound extreme, but if someone is truly serious about public relations, they should want to be accredited.

Accreditation is a powerful certification that a public relations professional should have. Although difficult to promote, there are a few possible ways to make accreditation an important part of the public relations field.

1) Manager Public Relations- Staples Office Supply Store

Important Requirements- Bachelors degree in marketing/communications, 8-10 years related work experience, ability to multi-task, excellent written and oral skills.

2) Public Relations Coordinator- Kohl’s Department Stores

Important Requirements- Bachelors degree in mass communication, effective verbal and written skills, strong interpersonal skills, deadline driven.

3) Public Relations Associate Manger- Williams-Sonoma, Inc.

Important Requirements- Four years experience, independent, exceptional initiative and follow-through skills, creative thinking, strong consumer-media skills.

The three jobs I decided to research had several differences but for the most part, all three openings where searching for the same thing. I believe the five most important traits to have in the public relations field are experience, the ability to multi-task, interpersonal skills, writing skills, and strong initiative.

There are many reasons why these skills are more important than others. Below is a brief description to why each trait is necessary.

Experience- Public relations is an extremely difficult and huge field. Many employers feel applicants must have some sort of experience, even if it is just from interning, to be a successful addition to the team. Experience is one of the only ways a graduate can truly understand the field. Without any experience, companies would be taking a risk which is not something that would likely happen.

Multi-tasking Skills- Public relations is a fast paced field. If you fall behind, you may not be able to catch up. The ability to multi-task if necessary due to the fact that those in the field are likely to be dealing with multiple problems at once.

Interpersonal Skills- Public relations is a part of mass communications. Those who are interested in this field must be able to communicate properly. Presentations are very common as well as massive amounts of networking. Anyone involved with this field must know how to talk to others and present themselves well.

Writing skills- Although many people believe public relations is primarily vocal, that is false. If you want to be taken seriously, you need impressive writing skills. In the public relations field, you are expected to write briefs, e-mails, etc. in a professional manner. If you lack this skill, your credibility will be compromised.

Initiative- The definition of initiative can go in several directions. In the public relations world, it relates to being a motivated, driven person. This field is fierce. You must have a passion for it and be willing to work long hard hours. Without this initiative, someone else with more determination will easily take away your position.

Public relations is a fast paced industry. Even if you obtain the above traits, finding a job may still be hard. If you are serious about entering this field, the above traits will take you far.

Public relations, marketing, and advertising are three different fields that hold many similarities and differences within the world of mass communications.  Before comparing the three categories, one must understand some basic characteristics of each field.

1. Marketing’s main goal is to create a strong relationship between the customer and a product or company. Marketing also deals with research methods which help companies discover how to fulfill its consumer’s needs.  This research is used to find who to promote to, how to promote, where to promote, as well as how to price products. Marketing also focuses on the funding and budgets of companies. The choices they make with these funds directly affect the success of the company.
2. Advertising’s main focus is to promote a specific product. The use of advertising helps consumers become familiar with a product as well as the brand name. Advertising is very successful because it publicly informs people of both new and old products. Advertising is usually much more expensive than both public relations and marketing.
3. Public relations focuses on the image of a company.  This field strives to create a strong reputation for individual products as well as companies. Public relations is used for almost everything, including celebrities, political parties, non-profit organizations, etc. 

 From the above descriptions, it is easy to notice the similarities and differences between each field.

Differences

• Advertising is measurable. Companies who use advertising can easily see how successful their ads are by examining how many buyers responded.
• Advertising has more control than public relations. Since companies pay for the ads, they are guaranteed to be put in the public. News releases put out by the public relations department have no guarantee to get attention.
• Advertising and marketing is used to promote new products while public relations does not.
• All three have very different goals. Marketing wants to create a relationship between the consumer and the company. Advertising wants to sell a product and public relations wants to keep a positive reputation for a company or product.

Similarities

• Marketing, public relations, and advertising all influence the public.
• Marketing, public relations, and advertising all work to increase the profits of companies.
• All three categories involve immense amounts of communication with the public.

After analyzing all three subjects, I do not agree with the given quote. All three deal with important  tasks, therefore one is not better than the other two. I also do not think that marketing and advertising only deal with the customers. Both have to deal with numerous clients and other individuals involved in their field. Public relations is very important for both advertising and marketing, but it would not be fair to place them underneath the umbrella.