There is much more in Litwin’s The Public relations Practitioner’s Playbook for (all) Strategic Communicators and The ABCs of Strategic Communication. Enjoy.
Hard Money = Donations made directly to a political candidate. Hard
money is regulated by federal laws (Federal Election Commission) that
limit the amount a person can donate to a candidate.
[Questions? larry@larrylitwin.com]
There is much more in Litwin’s The Public relations Practitioner’s Playbook for (all) Strategic Communicators and The ABCs of Strategic Communication. Enjoy.
gross vs. net – Gross refers to the total and net refers to the part of
the total that really matters. For example, net income for a business is
the profit after all expenses, overhead, taxes and interest payments are
deducted from the gross income. Similarly, gross weight refers to the total
weight of the goods and the container and packaging. On the other hand,
net weight refers to only the weight of the goods in question. When it
comes to earned income: gross income is before taxes and deductions, and
net income is after taxes and other deductions.
[Questions? larry@larrylitwin.com]
There is much more in Litwin’s The Public relations Practitioner’s Playbook for (all) Strategic Communicators and The ABCs of Strategic Communication. Enjoy.
Crowd Funding = Using social media or other Internet site (e.g.
kickstarter®) to raise money for charities, starting a business or other
“legitimate project or venture.
[For more: larry@larrylitwin.com]
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.
[For more: larry@larrylitwin.com]
[Questions – larry@larrylitwin.com]
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.
[Questions – larry@larrylitwin.com]
[Questions – larry@larrylitwin.com]
From ZipRecruiter and Courier-Post on October 18, 2020
[Questions – larry@larrylitwin.com]
[Questions? larry@larryitwin.com]
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.
[Questions? larry@larryitwin.com]
[Questions? larry@larrylitwin.com]
From The Pinnacle (PRSA – Public Relations Society of America) on May 4, 2021
By Elyse Hammett, APR
Title get your attention, eh? If your answer is, “yep,” then good. You see, more often than not, we hear these myths bandied about as reasons for why some of our public relations colleagues choose not to pursue Accreditation, repeated without any basis in fact. I want to share these seven myths that my PR friends have often been persuaded to believe and, most importantly, explain WHY they are not true.
Myth #1: It takes a full year out of your life.
No; it becomes your life. The practices, processes and communications architecture that you learn in the APR journey change your professional aptitude forever. Who cares if it takes a year to get it done, when it makes you a better communicator for the rest of your life.
Myth #2: The failure rate is higher than the success rate.
That’s not true either. It is true that a little over 30% have to take one or the other sections twice (I did the panel presentation twice), but these statistics are indices as if it was a competition. The APR is not a competition. It is a personal journey for your betterment.
Myth #3: You can’t do it alone.
Well, that depends on your learning style. My colleague on the APR Marketing Committee, @HeatherHuften, did it in two months, alone, in Texas, during COVID. OK — maybe she’s a superstar, but she is proof of one way. I did it with a study group of four, and it took me 11 months.
Myth #4. No one acknowledges what the APR is, so why bother?
Listen, when you truly command this knowledge…really learn these tenets…really use them every single day…everyone will want what you’ve got. When I owned my Atlanta marketing communications firm, we sold new business based on the APR practices and programs. It sold like hotcakes, because we were backed by a third-party, PRSA and the Universal Accreditation Board. Your clients will listen when you demonstrate mastery of the topic.
Myth #5: My boss won’t value it.
Yes — your boss WILL. Because the demonstrated mastery will make your boss loyal to you. The APR practices, processes and frameworks make it easier, faster and even financially safer to do because it’s proven. Plus, just like a CPA talks in their language or a cardiologist talks in theirs, the Accreditation principles, when used across an entire marketing communications team increases speed infinitely — increasing the pace and ROI of your work. What boss won’t value that?
Myth #6: No connections to marketing or advertising.
This myth doesn’t hold water. The APR is ubiquitous. It’s a method of thinking and processing complex problems. It applies across all communications challenges. In the 2000s, there was this wonderful megahit romantic comedy, “What Women Want.” In the movie, a marketing firm called Sloane Curtis was pursuing the female business division of Nike. They do it with a deep understanding of the target audience to win the account. Every element of the two-minute scene shows the principles of Accreditation at work. Watch it and then sign up to pursue yours.
Myth #7: There’s no direct line to my personal brand.
It becomes your brand. The value and the values of Accreditation elevate who you are because they demonstrate your knowledge, skills and abilities as the consummate communications professional. There is no greater alignment between you and the company you keep than this credential.
What myths have you heard? Let’s chat!
Elyse Hammett, APR, is an award-winning practitioner who currently serves as the vice-president of marketing and communications for the Community Foundation for Greater Atlanta. The 2017 president of the nation’s second-largest chapter, PRSA Georgia, Elyse is co-chair of the Accreditation Marketing Committee of PRSA’s national board. Connect with her via email @ehammett@cfgreateratlanta.org; Instagram @elysehammett, LinkedIn @elysehammett or Twitter @elysehammettPR.
If you have any suggestions for future issues of the APR Pinnacle newsletter, please reach out via email. We’d welcome the conversation.
[Questions? larry@larrylitwin.com]
[Questions: larry@larrylitwin.com]
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.
[Questions: larry@larrylitwin.com]
Questions? larry@larrylitwin.com
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
Questions? larry@larrylitwin.com
