There is much more in Litwin’s The Public relations Practitioner’s Playbook for (all) Strategic Communicators and The ABCs of Strategic Communication. Enjoy.
Cosmeceutical = A combination cosmetic and pharmaceutical. A
cosmetic claiming to have medicinal benefits. Cosmeceuticals are usually
topically applied – lotions, creams and ointments.
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From the Courier-Post and “the job network” on Jan. 28, 2021. Check out the full story.
In a job search, it can be so easy to fall into ruts and passive roles while you wait for things to happen. If you are looking to refresh yourself and your “hireability” in going forward, there are several things that highly employable people do — and you can, too.
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From ZipRecruiter and Courier-Post on October 18, 2020
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This statement presents the core values of PRSA members and,
more broadly, of the public relations profession. These values provide
the foundation for the Member Code of Ethics and set the
industry standard for the professional practice of public relations.
These values are the fundamental beliefs that guide our behaviors
and decision-making process. We believe our professional values
are vital to the integrity of the profession as a whole.
ADVOCACY
We serve the public interest by acting as responsible advocates for
those we represent. We provide a voice in the marketplace of ideas,
facts, and viewpoints to aid informed public debate.
HONESTY
We adhere to the highest standards of accuracy and truth in
advancing the interests of those we represent and in communicating
with the public.
EXPERTISE
We acquire and responsibly use specialized knowledge and experience.
We advance the profession through continued professional
development, research and education. We build mutual understanding,
credibility, and relationships among a wide array of institutions
and audiences.
INDEPENDENCE
We provide objective counsel to those we represent. We are
accountable for our actions.
LOYALTY
We are faithful to those we represent, while honoring our obligation
to serve the public interest.
FAIRNESS
We deal fairly with clients, employers, competitors, peers, vendors,
the media and the general public. We respect all opinions and support
the right of free expression.
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In summary, PRSA lists the following 10 principles of behavior for
the practice of public relations:
1. Conduct in accord with the public interest.
2. Exemplify high standards of honesty and integrity.
3. Deal fairly with the public.
4. Adhere to highest standards of accuracy and truth.
5. Do not knowingly disseminate false or misleading
information.
6. Do not engage in any practice that corrupts the channels
of communication or processes of government.
7. Identify publicly the name of the client or employer on whose
behalf any public communication is made.
8. Do not make use of any individual or organization
professing to be independent or unbiased but actually
serving another or undisclosed interest.
9. Do not guarantee the achievement of specified results beyond
member’s control.
10. Do not represent conflicting or competing interests.
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PR Play 11-10 from The Public Relations Practitioner’s Playbook for (all) Strategic Communicators
Copy Strategy – Sales logic behind an advertising message.
Creative Platform – A document that outlines the message strategy
decision behind an individual ad, commercial or an entire campaign.
It is based on the creative brief (page 366).
• Product-centered strategies – Ads that focus on the product
itself. Should be based on fact. Often a scientifically conducted
test or other research technique provides support for a claim.
— Claim – A statement about the product’s performance – its features
or attributes.
— Brag and Boast – An advertising strategic message written
from a company’s point of view to extol its virtues and accomplishments.
If a claim is made, it must be supported by fact.
• Prospect-centered strategies – Ads that focus on needs and
wants rather than on what the company can produce.
— Benefits – Statements about what the product can do for the
user.
— Promise – A benefit statement that looks to the future.
— Reason Why – A statement that explains why the feature will
benefit the user.
— Unique Selling Proposition (USP) – A benefit statement
about a feature that is both unique to the product and important to the user
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What is Cooperative Advertising (Co-Op)?
A form of advertising where a national manufacturer reimburses the
retailer for part of or all of the retailer’s entire advertising expenditures
for ads carrying the manufacturer’s brand(s).
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(The following comes fro ZipRecruiter.com and Courier-Post on Sunday, Feb. 28, 2021)
Here’s a stat you may not know: More than 75% of resumes submitted online are read by a robot before they are ever seen by a human. IF they are ever seen by a human.
That’s because most employers use Applicant Tracking Systems, a type of artificial intelligence that parses resumes to find what they consider to be the most qualified candidates.
At ZipRecruiter, we use that technology, so we know what works and what doesn’t when it comes to creating a resume that can get your application past these robots and into the hands of a human recruiter.
Conventional wisdom may say that your resume should be eye-catching and exciting, but the truth is that robots aren’t big design fans.
They read from left to right, top to bottom, and only know how to read certain fonts and formats. So use the most boring, straightforward template you can find. Leave out columns, tables, headers, footers, text boxes, logos and nonstandard fonts. Use a “minimalist ATS-friendly” template rather than a designed one to make sure it can be read.
Many companies get cute with their internal job titles: sandwich artists, teammates, crewmembers. Robots aren’t really interested in cute. But they do love a perfect match, which is why you should write your past job titles on your resume using generic terms that everyone understands. A good way to do this is by going to a job site and finding job descriptions that match your current role. Of course, be careful not to inflate or change your role into something that’s not representative of your work.
Be succinct about the work you did. The resume parsers will pull applicable snippets of your resume to pass on to recruiters, so you want those pieces to be simple and easy to follow.
Instead of writing something like “Answered, transferred, conferenced and forwarded audio communications for over 24 incoming and outgoing exchanges,” simply say “Answered and redirected company’s 25 phone lines.”
Rather than just listing the tasks you performed, use numbers to capture the scale of your accomplishments. It goes a long way in showing that you’re a results-orientated employee who can deliver.
Make sure you include your skills and any training or certifications you’ve received. And be as specific as possible. At this point, everyone has experience with Microsoft Office. But if you give examples of the experience you have, such as “Microsoft Excel revenue model building,” that will go a lot farther in making you stand out. It can also be helpful to list the number of years of experience you have with each of your skills.
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