mohd shatmi bin che omar
2006128157
Social networking is a rapidly growing, attention-seeking trend that screams. As narcissistic as it may seem, but people warm up to the idea very quickly. As humans, no matter what kind of human u are, highly likely to be interested with what other people do in their lives. It is because everyone wants references. No matter how we may like to disdain the idea, the very bulk of us are always followers rather than leaders.
The question now is how would interpreneur and business people alike taku advantage and tap into markets with these tools at hand. A lot of people give the vague advice of using social networking as a medium to get their word out. Social networking is more than just a simple and quick way to connect and reconnect people. It is also a way people can generate hype, create communication, tie other modes of advertising and marketing together.
Social networking services should be viewed as an addition to your marketing and advertising effort for both online and offline presences. When utilised properly, social networking services can gain your efforts some attention, but will not be strong enough to directly replace the traditional online presence such as physical run around to promote business. If business online presence consists of just blinking advertising banners and probably just a website, you are surely missing out a whole chunk of what the internet can really offer for your business. With these services you can customise powerly networking opportunities that allow you to efficiently pin point your audience.
However, don’t get to be too eager and dive into it. We must first understand wht each social networking does first, and what it does best. Service such as LinkedIn, which acts as online business card, help you to connect with the people you want to meet. Facebook and twitter are great to help you notify a whole group of people concerning anything that you want promoted. These could be a product launch, an event, great deals or even just freebies.
Each social networking site is different. Choose the sites that we will use in accordance to the nature of business objective, as well as what we are comfortable with. The viral nature of social networking services is the ultimate strength that it possesses. The right information can spread like wildfire if we plan it out correctly. Search engine optimization is also one of the most valuable things that social networking services can offer. The more website that we can leave mark such as our name, contact details and name of the company that can link back to our website. The higher likelihood of business appearing in search engine will increase. This then translates to more people being able to find our self and our business.
THE DARK SIDE OF SOCIAL MEDIA
by Sharifah Zati Amni Syed Azlan
It's a PR nightmare scenario: A national fast-food chain has to respond to a video, spreading rapidly online, that shows one of its employees picking his nose and placing the result in the food he's making."
It's not a new story. Businesses and even charities have always had to deal with rumors of mismanagement, non-management, or criminal activity. There's even a saying attributed to Mark Twain, “A lie can travel halfway around the world while the truth is still putting on its shoes.” But in the wired world the lie can go around the world twenty times while the truth is trying to turn off the alarm clock.
What does this mean? It doesn't mean "stay out of social media." For one thing, it's obvious - as the news story points out - that "just about anyone with a video camera and a grudge can bring a company to its knees with lightning speed." Keeping your organization off the web won't protect it from malicious or irresponsible posters. It does mean, "stay vigilant." It means, "monitor the Internet for mentions of your company." It means " have a contingency plan in place to reply to this kind of attack." And it means, "get your story out first": if the social media sphere is already used to seeing your presence there, they are more likely to check your web site, your blogs, your Facebook/MySpace/
Twitter page for the accuracy of rumors, and to refute them.
Lessons everyone can learn from Domino's misfortune:
"• Monitor social media. Big companies must actively watch Twitter, Facebook, YouTube and other social sites to track conversations that involve them. That will help uncover potential crises-in-the-making, says Brian Solis, a new-media specialist and blogger at PR2.0.
"• Respond quickly. Domino's responded within hours. 'They responded as soon as they heard about it, not after the media asked, "What are you going to do?"' says Lynne Doll, president of The Rogers Group, a crisis-management specialist.
"• Respond at the flashpoint. Domino's first responded on consumer affairs blog The Consumerist, whose activist readers helped track down the store and employees who made the video. Then it responded on the Twitter site where talk was mounting. 'Domino's did the right thing by reinstituting the trust where it was lost,' Solis says.
"• Educate workers. It's important that all employees have some media and social-media training, says Ross Mayfield, co-founder of Socialtext, which advises companies on new media.
"• Foster a positive culture. Workers who are content and customers who like your product are far less likely to tear down a company online, PR guru Katie Delahaye Paine says. 'This would be a lot less likely to happen at places like Whole Foods.'
"• Set clear guidelines. Companies must have clear policies about what is allowed during working hours — and what isn't, Doll says. 'It won't prevent everyone from breaking the rules, but at least they'll know what the rules are.'"
It's a PR nightmare scenario: A national fast-food chain has to respond to a video, spreading rapidly online, that shows one of its employees picking his nose and placing the result in the food he's making."
It's not a new story. Businesses and even charities have always had to deal with rumors of mismanagement, non-management, or criminal activity. There's even a saying attributed to Mark Twain, “A lie can travel halfway around the world while the truth is still putting on its shoes.” But in the wired world the lie can go around the world twenty times while the truth is trying to turn off the alarm clock.
What does this mean? It doesn't mean "stay out of social media." For one thing, it's obvious - as the news story points out - that "just about anyone with a video camera and a grudge can bring a company to its knees with lightning speed." Keeping your organization off the web won't protect it from malicious or irresponsible posters. It does mean, "stay vigilant." It means, "monitor the Internet for mentions of your company." It means " have a contingency plan in place to reply to this kind of attack." And it means, "get your story out first": if the social media sphere is already used to seeing your presence there, they are more likely to check your web site, your blogs, your Facebook/MySpace/
Twitter page for the accuracy of rumors, and to refute them.
Lessons everyone can learn from Domino's misfortune:
"• Monitor social media. Big companies must actively watch Twitter, Facebook, YouTube and other social sites to track conversations that involve them. That will help uncover potential crises-in-the-making, says Brian Solis, a new-media specialist and blogger at PR2.0.
"• Respond quickly. Domino's responded within hours. 'They responded as soon as they heard about it, not after the media asked, "What are you going to do?"' says Lynne Doll, president of The Rogers Group, a crisis-management specialist.
"• Respond at the flashpoint. Domino's first responded on consumer affairs blog The Consumerist, whose activist readers helped track down the store and employees who made the video. Then it responded on the Twitter site where talk was mounting. 'Domino's did the right thing by reinstituting the trust where it was lost,' Solis says.
"• Educate workers. It's important that all employees have some media and social-media training, says Ross Mayfield, co-founder of Socialtext, which advises companies on new media.
"• Foster a positive culture. Workers who are content and customers who like your product are far less likely to tear down a company online, PR guru Katie Delahaye Paine says. 'This would be a lot less likely to happen at places like Whole Foods.'
"• Set clear guidelines. Companies must have clear policies about what is allowed during working hours — and what isn't, Doll says. 'It won't prevent everyone from breaking the rules, but at least they'll know what the rules are.'"
The Power of Social Networking
-Mr. Katich Sm
When talking about ‘the old times’ parents get nostalgic, and occasionally tearful. We get to hear from them about their friends and their idea of hanging out, why, even a pen pal or two with whom they used to stay in touch with through mail (not e-mail by the way).
Why , even twenty years back, telephone was the only way to get through to someone if you wanted your message to reach the recipient within anywhere between two and five days, especially if that message has to travel half way across the earth. It has only taken a phase shift of twenty years to get that transit time to come down to two, three seconds at max. Welcome to the era of instant communication where keeping in touch is in. With social networking growing the way it is, you find more and more people keeping in touch through web sites that offer this forum, sometimes going to the extreme where two people at work sitting in adjacent cubicles at work forward jokes over the internet.
But all of this advancement is not as crazy as that. The previous generation has always complained about how unlike their lot that the current generation is. Social networking just re-emphasises that – this generation has managed to stay in touch with the people they met at school, college or at their first job, which our parents have not managed to do. Thumbs up to this generation!!! Social networking sites not only allow you to simply communicate with each other, but they allow you to share music, pictures, videos, files and just about anything digital under the sun.
Imagine being able to play a game of backgammon with a Japanese man sitting in Germany using an American laptop on an English network. Now that’s getting connected. Powerful tool huh? Owning and running such a networking site must be very difficult and time consuming right? Wrong, availability of easy to use and commercially viable software has made owning a social networking site a breeze.
The best part of the deal is that no technical knowledge is required to use such software and the user interface is as simple as can be. So get online, get yourself one of the easily available facebook clone software, get creating, and watch your money grow!
SUBMITTED BY:NUR ZALIFAH AMAN
When talking about ‘the old times’ parents get nostalgic, and occasionally tearful. We get to hear from them about their friends and their idea of hanging out, why, even a pen pal or two with whom they used to stay in touch with through mail (not e-mail by the way).
Why , even twenty years back, telephone was the only way to get through to someone if you wanted your message to reach the recipient within anywhere between two and five days, especially if that message has to travel half way across the earth. It has only taken a phase shift of twenty years to get that transit time to come down to two, three seconds at max. Welcome to the era of instant communication where keeping in touch is in. With social networking growing the way it is, you find more and more people keeping in touch through web sites that offer this forum, sometimes going to the extreme where two people at work sitting in adjacent cubicles at work forward jokes over the internet.
But all of this advancement is not as crazy as that. The previous generation has always complained about how unlike their lot that the current generation is. Social networking just re-emphasises that – this generation has managed to stay in touch with the people they met at school, college or at their first job, which our parents have not managed to do. Thumbs up to this generation!!! Social networking sites not only allow you to simply communicate with each other, but they allow you to share music, pictures, videos, files and just about anything digital under the sun.
Imagine being able to play a game of backgammon with a Japanese man sitting in Germany using an American laptop on an English network. Now that’s getting connected. Powerful tool huh? Owning and running such a networking site must be very difficult and time consuming right? Wrong, availability of easy to use and commercially viable software has made owning a social networking site a breeze.
The best part of the deal is that no technical knowledge is required to use such software and the user interface is as simple as can be. So get online, get yourself one of the easily available facebook clone software, get creating, and watch your money grow!
SUBMITTED BY:NUR ZALIFAH AMAN
Online Social Networking Site for Review Website Hiztoria
-Mr. Jackson Hortone
A totally new and different concept now exists on Internet in the form of newly name our site only bloge title perception launched website - Hiztoria. People now addicted to use social networking websites to connect with different people in the world.
A social networking site like Facebook – internet now becomes a place for cyber hangouts. Now in the world of online social networking site new star is rising and that is – Hiztoria. A totally new concept and idea now converted in the form of website. Hiztoria is the only place where you can share anything about websites.
You can talk, review and rate websites. You can even add your website to get reviews and ratings of your website from different people and users. Hiztoria is new concept to help its users to decide which websites are good, better and best on the internet. It is now available to add, review and rate different websites and make the best out of this.
Here on Hiztoria people can decide which is the useful and meaning full websites existing on internet and by rating these websites other people can come to know about these websites. Hiztoria lets the people and its users come to know about websites and revealing the truth for different websites. It is the great idea to return integrity to internet and finding true gems in ever expanding digital world.
Hiztoria is the free site where one finds out website reviews, website ratings and all about websites in one place. You can also add your favorite website here and also can make the existing website as your favorite website.
Social networking sites are used to connect people to share ideas and anything on the web. People are used these websites for different purposes.
Now take Facebook it is the social networking site to find out friends and share their views. It helps its user to making friends online and creating different groups and communities to connect people. Orkut is also famous for social networking and making friends. Take twitter it is the website to follow people and making followers for what are you doing?
Nice concept and now people is used to use these social networking websites. To use it is like addiction and place for cyber hangouts. Making friends and connecting different people of different religion, country and views is the main theme of these social networking websites. Hiztoria is also small venture to introduce people to share anything and everything about websites.
Now one more place for cyber hangout visit http://www.hiztoria.com/ and enjoy the internet.
SUBMITTED BY:NUR ZALIFAH AMAN
A totally new and different concept now exists on Internet in the form of newly name our site only bloge title perception launched website - Hiztoria. People now addicted to use social networking websites to connect with different people in the world.
A social networking site like Facebook – internet now becomes a place for cyber hangouts. Now in the world of online social networking site new star is rising and that is – Hiztoria. A totally new concept and idea now converted in the form of website. Hiztoria is the only place where you can share anything about websites.
You can talk, review and rate websites. You can even add your website to get reviews and ratings of your website from different people and users. Hiztoria is new concept to help its users to decide which websites are good, better and best on the internet. It is now available to add, review and rate different websites and make the best out of this.
Here on Hiztoria people can decide which is the useful and meaning full websites existing on internet and by rating these websites other people can come to know about these websites. Hiztoria lets the people and its users come to know about websites and revealing the truth for different websites. It is the great idea to return integrity to internet and finding true gems in ever expanding digital world.
Hiztoria is the free site where one finds out website reviews, website ratings and all about websites in one place. You can also add your favorite website here and also can make the existing website as your favorite website.
Social networking sites are used to connect people to share ideas and anything on the web. People are used these websites for different purposes.
Now take Facebook it is the social networking site to find out friends and share their views. It helps its user to making friends online and creating different groups and communities to connect people. Orkut is also famous for social networking and making friends. Take twitter it is the website to follow people and making followers for what are you doing?
Nice concept and now people is used to use these social networking websites. To use it is like addiction and place for cyber hangouts. Making friends and connecting different people of different religion, country and views is the main theme of these social networking websites. Hiztoria is also small venture to introduce people to share anything and everything about websites.
Now one more place for cyber hangout visit http://www.hiztoria.com/ and enjoy the internet.
SUBMITTED BY:NUR ZALIFAH AMAN
Facebook 'Suck Sites' Have Their Day in Court
—Wesley Oliver
(Newser Summary) – A lawsuit filed by administrators at an Illinois beauty school may set a precedent regarding so-called “suck sites,” the Chicago Tribune reports. Nicholas Blacconiere, a student at the Salon Professional Academy of Elgin, welcomed classmates to criticize teachers on a Facebook page. After students posted accusations of teacher incompetence and promiscuity, administrators claimed emotional damage and filed suit for $50,000.
"Suck site" challenges have met with mixed success so far, and there hasn't yet been a landmark school-vs.-student online defamation case. One expert says that while students like Blacconiere should be allowed self-expression, there are limits: If they "get online and defame and destroy the reputation of someone else, or basically inflict severe emotional distress, yep, they can be held libel."
SUBMITTED BY:NUR ZALIFAH AMAN
(Newser Summary) – A lawsuit filed by administrators at an Illinois beauty school may set a precedent regarding so-called “suck sites,” the Chicago Tribune reports. Nicholas Blacconiere, a student at the Salon Professional Academy of Elgin, welcomed classmates to criticize teachers on a Facebook page. After students posted accusations of teacher incompetence and promiscuity, administrators claimed emotional damage and filed suit for $50,000.
"Suck site" challenges have met with mixed success so far, and there hasn't yet been a landmark school-vs.-student online defamation case. One expert says that while students like Blacconiere should be allowed self-expression, there are limits: If they "get online and defame and destroy the reputation of someone else, or basically inflict severe emotional distress, yep, they can be held libel."
SUBMITTED BY:NUR ZALIFAH AMAN
Proper Rabbits Diet
Are you absolutely anxious about your rabbit's diet and the aliment it eats? It is actual important that the aerial maintains acceptable diet routine. If not again it is account lots of problems. Well, rabbit's diet consists of beginning veggies, beginning fruits, water, pellets, hay, and its own caecal pallets. You charge accord beneath fruits because it may accompany over weight and obesity. Rabbits mostly get dehydrated and they connected charge able accumulation of water. The added they alcohol baptize the convalescent they are. It is actual important that able affliction is taken of the aerial otherwise; it can actualize lots problems to them bloom wise. Abounding veterinary doctor and beastly specialist are advising alms grass hay and Timothy hay. If you accord lots of vegetables again there may be affairs that your rabbits abounding abatement ailing and get diarrhea and added types of digestive disorders. Rabbit's diet charge accommodate pellets; you can get this aliment from supermarkets, pet aliment and acreage suppliers. This aliment is distinctively advised for aerial breeders, as they accommodate vitamins and aliment energy. The appropriate affectionate of diet goes a continued way in the advance of the aerial and appropriately should be followed religiously. Many medical able recommends eighteen percent cilia and lower one percent calcium. Well, you charge accept to apperceive that an developed aerial charge be accustomed twenty milliliter to forty milliliter of pellets, as per anatomy weight daily. Seven months and adolescent rabbits charge be accord pellet diet as abundant they can consume. Accord added pellets to earlier aerial and rabbits diet charge be controlled as per their weight. One of the best-known rabbits diet is the Timothy hay. You can additionally accord Alfalfa pellets and are best for adolescent ones and for every accumulation rabbits. Accord your rabbits a acceptable abundance of hay, as it will stop gastrointestinal disorders and added types of digestive problems. Additionally, it will accord them a acceptable bulk of minerals and vitamins. Rabbits adulation chewing, accordingly best of the time they get bad tooth problem. You charge to booty affliction of your rabbits actual well. Accord these calm pets lots of beginning Banana, Pineapple, Mango, Peach, Kiwi, Apple, Oranges, Berries, and citrus fruits. But abolish pits and seeds afore giving. These things charge to be kept in apperception if you appetite your aerial abound and be healthy.
article submitted by nadia nadzaruddin
article submitted by nadia nadzaruddin
Stress Tied to Memory
Stress causes negative emotion. People who are surrounded by negative emotions are more prone to build up loss of memory and cognition, as they are getting older. People who were prone to psychological suffering (negative emotions) are more liable to have mild cognitive impairment. Those with the highest degree of negative emotion are about 42% more likely to develop mild cognitive impairment than those with the lowest level of psychological distress. However, people's fundamental inclination toward negative emotions does not change radically over time.
Scientists confirmed that cognitive problems could in the long run lead to Alzheimer's disease. They are now investigating the fact that if controlling blood pressure can, in fact, lessens the risk of developing Alzheimer's disease. It is a major medical investigation because it may help us to avert one of the most incapacitating diseases known to man. Scientists advocate that it is essential for the adults need to know about their blood pressure. It is also important to have a knowledge that how to maintain it under control.
Memories help us to learn easily. If we do not have our memory, we have to learn everything again and again, each day. Memory loss is related to numbers of social and physiological aspects. We can control some of these aspects. Stress is one of the factors, which can be controlled by us effectively. We are facing the stress a lot of times each day. Sometimes just getting up in the morning and making breakfast is stressful. However, there are different magnitudes of stress. Stress that can be controlled may actually be beneficial for us. It motivates us to take essential steps. Otherwise, slackness may come into our mind. On the other hand, there is the kind of stress that is absolutely beyond our control.
Researchers have discovered that stress can trigger the commencement of memory and cognitive disorders. The association between memory problems and stress is rooted in the way our bodies respond physically to stress. Certain hormones (stress hormones- Adrenaline, Cortisol) are secreted from the adrenal gland to facilitate us managing the apparent threat. After their action and when the stress wane off, the hormone levels return to basal level quickly. However, when the stress continues for prolonged period, the hormone levels continue to be raised and in due course, the brain component that is related with memory function is damaged.
Now, the big question is how to deal with the stressors that are beyond our control? Essentially, we should search and discover a way of deal with distress that is sure going to work. Meditation is a good option. Alternatively, exercise has a role to lower down stress. Some learn to be within himself, giving adequate time to rejuvenate. Some rely up on healthy living skills such as taking balanced diet or adequate sleep. Some relieve stress by responding appropriately to relieve pain. It takes endeavor to manage stress. But once we become successful, the outcome will be much healthier and it will be easier to sustain with our memory power.
article submitted by siti nadia saad
Scientists confirmed that cognitive problems could in the long run lead to Alzheimer's disease. They are now investigating the fact that if controlling blood pressure can, in fact, lessens the risk of developing Alzheimer's disease. It is a major medical investigation because it may help us to avert one of the most incapacitating diseases known to man. Scientists advocate that it is essential for the adults need to know about their blood pressure. It is also important to have a knowledge that how to maintain it under control.
Memories help us to learn easily. If we do not have our memory, we have to learn everything again and again, each day. Memory loss is related to numbers of social and physiological aspects. We can control some of these aspects. Stress is one of the factors, which can be controlled by us effectively. We are facing the stress a lot of times each day. Sometimes just getting up in the morning and making breakfast is stressful. However, there are different magnitudes of stress. Stress that can be controlled may actually be beneficial for us. It motivates us to take essential steps. Otherwise, slackness may come into our mind. On the other hand, there is the kind of stress that is absolutely beyond our control.
Researchers have discovered that stress can trigger the commencement of memory and cognitive disorders. The association between memory problems and stress is rooted in the way our bodies respond physically to stress. Certain hormones (stress hormones- Adrenaline, Cortisol) are secreted from the adrenal gland to facilitate us managing the apparent threat. After their action and when the stress wane off, the hormone levels return to basal level quickly. However, when the stress continues for prolonged period, the hormone levels continue to be raised and in due course, the brain component that is related with memory function is damaged.
Now, the big question is how to deal with the stressors that are beyond our control? Essentially, we should search and discover a way of deal with distress that is sure going to work. Meditation is a good option. Alternatively, exercise has a role to lower down stress. Some learn to be within himself, giving adequate time to rejuvenate. Some rely up on healthy living skills such as taking balanced diet or adequate sleep. Some relieve stress by responding appropriately to relieve pain. It takes endeavor to manage stress. But once we become successful, the outcome will be much healthier and it will be easier to sustain with our memory power.
article submitted by siti nadia saad
Take a Stress Test
The standard tests that doctors use to tell whether you are an easily stressed "hot reactor" (and at greater risk for disease) are pretty simple, so take your pick, says Frank Barry, M.D., a family practice physician in Colorado Springs and author of Make the Change for a Healthy Heart. For the first two tests, you'll want to take a blood-pressure reading twice - once before the test and once during the test - for comparison.
Test 1: Chill out- In Test 1, put your hand into a bucket of cold water for one minute and have someone measure your blood pressure right after you have done it. If it goes up into the high range in response to physical stress, you are a "hot reactor."
Test 2: Do some math- Test 2 is a little more cerebral. Start with the number 100 and mentally subtract 7, then continue to subtract 7 until you get to 2. In the midst of your figuring, have your blood pressure taken. "There's no exercise, no threat to your life, but a lot of people still feel mental stress and their blood pressures shoot up," says Dr. Barry.
Test 3: Talk to yourself- You can also test yourself without the shock of cold water or the mental anguish of math. As yourself: "Are you working toward your own true goals or someone else's? " If you are busy trying to keep up with the Joneses, you're still in the rat race, even if you have retired. You're much more likely to feel the effects of stress regardless of whether you're a "hot reactor," says Dr. Barry.
article submitted by norhafizah mohd lukman
Test 1: Chill out- In Test 1, put your hand into a bucket of cold water for one minute and have someone measure your blood pressure right after you have done it. If it goes up into the high range in response to physical stress, you are a "hot reactor."
Test 2: Do some math- Test 2 is a little more cerebral. Start with the number 100 and mentally subtract 7, then continue to subtract 7 until you get to 2. In the midst of your figuring, have your blood pressure taken. "There's no exercise, no threat to your life, but a lot of people still feel mental stress and their blood pressures shoot up," says Dr. Barry.
Test 3: Talk to yourself- You can also test yourself without the shock of cold water or the mental anguish of math. As yourself: "Are you working toward your own true goals or someone else's? " If you are busy trying to keep up with the Joneses, you're still in the rat race, even if you have retired. You're much more likely to feel the effects of stress regardless of whether you're a "hot reactor," says Dr. Barry.
article submitted by norhafizah mohd lukman
Speaking Their Language: How to Localize Your Message for Global Customers
by Chanin Ballance
Can you read Chinese? I suggest you find a way. Or find a way to get your message, your product information, and your Web site into Chinese.
It's estimated that by 2015 China will have a middle class twice the size of the entire US—more than 600 million people—with disposable incomes. Even with our current recession, China could generate $860 billion in retail sales in 2009, according to Wikinvest.
How about Hindi, Bengali, or any of the scores of languages spoken in India? The billion-strong population is experiencing a similar jump in middle-class wealth. India's middle class is expected to grow to 40 percent, from just 5 percent, to make it the fifth largest consumer market in the world in 2025. In 2005, private spending reached about 17 trillion Indian rupees ($372 billion).
I haven't even mentioned Spanish (spoken by 350 million inside and outside the US), German (the largest country in Europe, excluding Russia, and one of the world's strongest economies), or Japanese (a top worldwide exporter with a consumer culture that's equally famous worldwide).
Speaking their languages is good business in any kind of economic climate. And now, with worldwide recession, I'd be safe in saying surviving—and even thriving—hinges on effectively reaching out to the world's non-English speaking consumers.
Translate, Localize—Seriously
Many companies already recognize the value of translations for reaching that vast worldwide audience. They've been having product information, press releases, and marketing and advertising copy converted into the languages of their current and potential customers for years.
But smart companies realize that to strike a chord with more buyers, they'll have to "localize" their messages so that audiences will feel that everything about an electronic or printed communication has been produced by someone just like them. Not only is the text in their language (with proper idioms and slang), but the graphics, navigation buttons and user interface are familiar. In short, nothing hinders the flow of information—or elicits a chuckle.
I'm not sure how much Pepsi was sold in Taiwan after its "Come Alive with Pepsi" campaign was mistranslated to "Pepsi brings your ancestors back from the dead." But I'll bet there were lots of laughs over it.
The Internet's informal catalog of embarrassing missed translations is well worth a look. Take the Chinese-to-English translation for the (bootlegged?) film "300" about the tiny Spartan force that fought to the death against a huge invading Persian army in the Battle of Thermopylae in 480 BC. Thousands of viewers have seen it on YouTube. Beneath photos of stern warriors, some in gritty battle scenes, are such subtitled lines as "you are a bad egg only"; "only have strong noodles"; and "protect your dinner."
Unless you're selling humor, take translation and localization seriously. If you're going to spend thousands—or millions—developing and selling anything, take the time to have your message created in a well-written version of the audience's language. While you may not see your poor translations displayed for mass derision on the Internet, even one misunderstanding is one too many.
Companies That Get It
Most translators and agencies acknowledge that it's better not to hear from their customers—unless they're offering praise. That means the translation was correct and everybody's happy.
The following companies are examples of those that have taken translation/localization seriously. Google, HP, American Express, Philips, Skype, Ericsson, Procter & Gamble, and Cisco have done more than just stay off YouTube. They've successfully promoted their brand by keeping in mind the cultural and language differences of their global audiences.
Briefly, they have...
• Provided Web sites in multiple languages and for multiple countries with easy access directly from the homepage
• Made sure each country's Web site contains images and content specific to the country and/or ethnic group at which it is targeted
• Created each micro site to have the same look, feel, and tone as the main corporate Web site, preserving the brand
• Ensured that despite the wealth of content each site loads quickly and is easy to navigate
Internationalization, Globalization: What's the Difference?
Those two words look like they'd mean the same thing, but there are fine differences that the above-mentioned companies have taken to heart.
Once you've gotten the labor-intensive translation and localization done and proofed, you should take that content and design all your documents, campaigns, and products to easily adapt to the various languages and regional markets—and, here's the key—without the need for major engineering on your Web sites. That's "internationalization," and it's a process that pays for itself in as many languages as you support.
Globalization is the integration of localization throughout a company—into marketing, sales, and support. Think about it: How prominent are the nationalities of the companies listed? The average Ericsson customer likely doesn't know it's part of a 132-year-old Swedish firm headquartered in Stockholm.
Avoid Translation/Localization Missteps
In these trying economic times, it may be tempting to want to rush to cheap translation and localization solutions (such as machine translation). But if you think the YouTube video was a laugh, you haven't seen anything until you've read some translations produced by software that essentially does word-for-word adaptation, often without regard for grammar or even basic comprehension.
Here's how the Spanish question "Cómo se llama" (What is your name) came out in the following translation programs:
• BabelFish: How is it called?
• InTrans: How do you call you?
• FreeTranslation.com: How yourself call-up?
I just shake my head whenever I see the Web sites for respected, multinational corporations with the telltale button for instant translation. Instant usually equates to incomprehensible.
Remember, your image to the world may only be through a Web site. Make that image the best you can do. As your mother said, you'll never have a second chance at a good first impression.
So, if I have convinced you to take translation/localization seriously—if you're ready to polish your image and would like make your translation project as affordable and painless as possible—here are some things to keep in mind when you work with a translator or translation/localization agency:
1. Documents or text in plain text files or XML are easier to work with.
2. Be aware that translations from English into other languages can result in a 25% or higher expansion in number of words.
3. Keep embedded images generic and keep original PSD files (a layered file proprietary to Adobe Photoshop) for easy editing. Avoid having text within a graphic, if possible.
4. Minimally use Macromedia Flash since it can be difficult to edit and not all audiences have the high-speed Internet access necessary to easily view them. Use the Strings capability in Flash, allowing text to be externalized in XML files.
5. Build a graphic library and keep it up to date with images and graphics that can be swapped based on the age, gender, and race of differing regional audiences.
6. Alphabet differences have to be kept in mind, particularly with non-Latin characters. Use Unicode encoding, which supports all world alphabets.
Finally, no matter whom you work with, never scrimp on the reviewing time. Everyone needs an editor both to catch the missed translations and to double-check that the nuances of wording, images, the entire user experience convey precisely what you intend—completely chortle-free.
article submitted buy shanurain mat aris
Can you read Chinese? I suggest you find a way. Or find a way to get your message, your product information, and your Web site into Chinese.
It's estimated that by 2015 China will have a middle class twice the size of the entire US—more than 600 million people—with disposable incomes. Even with our current recession, China could generate $860 billion in retail sales in 2009, according to Wikinvest.
How about Hindi, Bengali, or any of the scores of languages spoken in India? The billion-strong population is experiencing a similar jump in middle-class wealth. India's middle class is expected to grow to 40 percent, from just 5 percent, to make it the fifth largest consumer market in the world in 2025. In 2005, private spending reached about 17 trillion Indian rupees ($372 billion).
I haven't even mentioned Spanish (spoken by 350 million inside and outside the US), German (the largest country in Europe, excluding Russia, and one of the world's strongest economies), or Japanese (a top worldwide exporter with a consumer culture that's equally famous worldwide).
Speaking their languages is good business in any kind of economic climate. And now, with worldwide recession, I'd be safe in saying surviving—and even thriving—hinges on effectively reaching out to the world's non-English speaking consumers.
Translate, Localize—Seriously
Many companies already recognize the value of translations for reaching that vast worldwide audience. They've been having product information, press releases, and marketing and advertising copy converted into the languages of their current and potential customers for years.
But smart companies realize that to strike a chord with more buyers, they'll have to "localize" their messages so that audiences will feel that everything about an electronic or printed communication has been produced by someone just like them. Not only is the text in their language (with proper idioms and slang), but the graphics, navigation buttons and user interface are familiar. In short, nothing hinders the flow of information—or elicits a chuckle.
I'm not sure how much Pepsi was sold in Taiwan after its "Come Alive with Pepsi" campaign was mistranslated to "Pepsi brings your ancestors back from the dead." But I'll bet there were lots of laughs over it.
The Internet's informal catalog of embarrassing missed translations is well worth a look. Take the Chinese-to-English translation for the (bootlegged?) film "300" about the tiny Spartan force that fought to the death against a huge invading Persian army in the Battle of Thermopylae in 480 BC. Thousands of viewers have seen it on YouTube. Beneath photos of stern warriors, some in gritty battle scenes, are such subtitled lines as "you are a bad egg only"; "only have strong noodles"; and "protect your dinner."
Unless you're selling humor, take translation and localization seriously. If you're going to spend thousands—or millions—developing and selling anything, take the time to have your message created in a well-written version of the audience's language. While you may not see your poor translations displayed for mass derision on the Internet, even one misunderstanding is one too many.
Companies That Get It
Most translators and agencies acknowledge that it's better not to hear from their customers—unless they're offering praise. That means the translation was correct and everybody's happy.
The following companies are examples of those that have taken translation/localization seriously. Google, HP, American Express, Philips, Skype, Ericsson, Procter & Gamble, and Cisco have done more than just stay off YouTube. They've successfully promoted their brand by keeping in mind the cultural and language differences of their global audiences.
Briefly, they have...
• Provided Web sites in multiple languages and for multiple countries with easy access directly from the homepage
• Made sure each country's Web site contains images and content specific to the country and/or ethnic group at which it is targeted
• Created each micro site to have the same look, feel, and tone as the main corporate Web site, preserving the brand
• Ensured that despite the wealth of content each site loads quickly and is easy to navigate
Internationalization, Globalization: What's the Difference?
Those two words look like they'd mean the same thing, but there are fine differences that the above-mentioned companies have taken to heart.
Once you've gotten the labor-intensive translation and localization done and proofed, you should take that content and design all your documents, campaigns, and products to easily adapt to the various languages and regional markets—and, here's the key—without the need for major engineering on your Web sites. That's "internationalization," and it's a process that pays for itself in as many languages as you support.
Globalization is the integration of localization throughout a company—into marketing, sales, and support. Think about it: How prominent are the nationalities of the companies listed? The average Ericsson customer likely doesn't know it's part of a 132-year-old Swedish firm headquartered in Stockholm.
Avoid Translation/Localization Missteps
In these trying economic times, it may be tempting to want to rush to cheap translation and localization solutions (such as machine translation). But if you think the YouTube video was a laugh, you haven't seen anything until you've read some translations produced by software that essentially does word-for-word adaptation, often without regard for grammar or even basic comprehension.
Here's how the Spanish question "Cómo se llama" (What is your name) came out in the following translation programs:
• BabelFish: How is it called?
• InTrans: How do you call you?
• FreeTranslation.com: How yourself call-up?
I just shake my head whenever I see the Web sites for respected, multinational corporations with the telltale button for instant translation. Instant usually equates to incomprehensible.
Remember, your image to the world may only be through a Web site. Make that image the best you can do. As your mother said, you'll never have a second chance at a good first impression.
So, if I have convinced you to take translation/localization seriously—if you're ready to polish your image and would like make your translation project as affordable and painless as possible—here are some things to keep in mind when you work with a translator or translation/localization agency:
1. Documents or text in plain text files or XML are easier to work with.
2. Be aware that translations from English into other languages can result in a 25% or higher expansion in number of words.
3. Keep embedded images generic and keep original PSD files (a layered file proprietary to Adobe Photoshop) for easy editing. Avoid having text within a graphic, if possible.
4. Minimally use Macromedia Flash since it can be difficult to edit and not all audiences have the high-speed Internet access necessary to easily view them. Use the Strings capability in Flash, allowing text to be externalized in XML files.
5. Build a graphic library and keep it up to date with images and graphics that can be swapped based on the age, gender, and race of differing regional audiences.
6. Alphabet differences have to be kept in mind, particularly with non-Latin characters. Use Unicode encoding, which supports all world alphabets.
Finally, no matter whom you work with, never scrimp on the reviewing time. Everyone needs an editor both to catch the missed translations and to double-check that the nuances of wording, images, the entire user experience convey precisely what you intend—completely chortle-free.
article submitted buy shanurain mat aris
SKMM CLARIFIES THE PURPOSE OF INTERNET STUDY
Taken by : Nur Sherlina binti Johari
Cyberjaya, 7 August 2009 – In light of the recent news articles on 6
August 2009 regarding a study on Internet filtering, we wish to clarify
that it has been taken out of context and sensationalised. SKMM in
conjunction with this year’s World Telecommunication and Information
Society Day’s theme: Protecting Children in Cyberspace and in line with
our own efforts to promote positive use of the Internet and to ensure
the safety of children and the conduct of businesses online, is
proposing a study to gauge the use of the Internet in a positive and
safe manner.
August 2009 regarding a study on Internet filtering, we wish to clarify
that it has been taken out of context and sensationalised. SKMM in
conjunction with this year’s World Telecommunication and Information
Society Day’s theme: Protecting Children in Cyberspace and in line with
our own efforts to promote positive use of the Internet and to ensure
the safety of children and the conduct of businesses online, is
proposing a study to gauge the use of the Internet in a positive and
safe manner.
The study coupled with SKMM’s regular annual Household Use of
Internet Survey, would give us a better view on Malaysians’ online
preferences. The data gathered through the study would help to spur
the creation of more Malaysian-based online content and applications.
The study would also give SKMM a better understanding of undesirable
activities such as on online frauds and scams, phishing and identity
theft as well as spam. This will help us to develop suitable approaches
to reduce the incidence of such abuses. It is possible, that such
approach may, amongst others, encompass encouraging parents to
filter the internet at home using internet filtering technology or for ISPs
to make available such tools for users to download.
SKMM realizes that as we move towards achieving our target for
broadband penetration of 50% by end 2010, more and more people,
especially parents, are concerned about the adverse effects of the
Internet, particularly on children.
The public is also invited to provide input on how these issues and
concerns highlighted above can be best addressed. Comments can be
emailed to: internetstudy@cmc.gov.my
The action taken by SKMM to undertake the study is no different from
actions taken by responsible regulatory agencies and governments
from the developed and developing countries around the world.
Managing the Crisis Online
Uh-Oh Crisis management is Tough. Now Imagine it in Internet Time
By Joanne R. Helperin
Johnson & Johnson pioneered crisis management in 1982, when tampering forced the company to recall its Tylenol products. Today, protecting a company's reputation and limiting its financial losses is much harder. The Internet's ability to globally distribute information / misinformation in an instant has made crisis management more critical and more difficult. The number of things that can take management by surprise has grown beyond sliding stock prices, product defects, and workers going postal to include server failures and hacker attacks.
But the scariest part is that is doesn't take a real calamity to damage the corporate image. In fact, it doesn't take anything real at all to threaten the brand you've worked so hard to uphold. The old adage that "a happy customer will tell a friend, but an unhappy customer will tell 10 friends" is racing on meth when the Net's involved. Unhappy customers can now share their opinion of your company or its products with millions of "friends"
A customer with a company complaint can go to Baddealing.com, eComplaints.com, Fight Back!, bitchaboutit.com, or TheSquakyWheel.com, to name a few. Someone with a grudge against the boss can take potshots on FuckedCompany.com. Other consumer complaint sites are company-specific, like WeHatePacificBell.com, which is not only a forum for Pacific Bell-bashing, but also a list of links to similar sites.
While the new technology aggravates the problem, it's possible for the same technology to alleviate it. The Net is also becoming a powerful weapon on the crisis manager's own arsenal. For example, PlanetFeedback.com forwards complaints to the appropriate companies in an effort to elicit an apology or resolve the problem. This provides the companies with the opportunity to salvage the relationship. To encourage businesses to take it all seriously, the site tracks the percentage of complaints that each company responds to and publishes its "response rate."
Smart companies react to complaints; smarter companies use complaints as an early warning system. If enough people are griping about the same problem, it might warrant investigation to avoid a bigger crisis. Too few companies monitor consumer opinion on the Net, says Maria Russel, chair of the public relations department at Syracuse University's S.I. Newhouse School of Public Communications. PR nightmares like that experienced by Tommy Hilfiger will always catch a company by surprise, she says, if no one has an ear to the cyberground. [In late 1996, a rumor began to spread on the Net that clothier Hilfiger had appeared on Oprah making racist comments. Though the rumor was untrue, only when a boycott was threatened did the company post denial. The hoax continues to pop up.]
"New companies don't know the old rules [of customers service], and old companies don't know the new platforms," Russell says. Using the Internet for customer feedback is only the beginning. The Web also plays an important role in disseminating information to consumers and the press during a crisis. Companies are now expected to respond to a crisis immediately, putting pressure on executives and PR professionals alike to be ready for anything at any time. A company that doesn't have in place a detailed crisis prevention plan that includes the Internet is very likely to get blindsided.
Because most companies are not prepared to take on crises by themselves, an industry has sprung up to help shepherd businesses through calamity. Some large PR firms specialize in crisis communications; others outfits provide more comprehensive contingency planning and disaster-management services. All use the Internet as a weapon.
For example, Atlanta-based Crisis Management International (CMI), which has handles petrochemical explosions, workplace shootings, and the World Trade Center bombing, has developed the Web-based ProGuide. Preformatted crisis planner are filled in electronically then hosted either on a company's server or on CMI's. This allows instant access and updates, which are invaluable when a crisis strikes. The ProGuide can also be downloaded to a PDA, so it the CEO quits unexpectedly, the Marketing VP on vacation in Belize can still respond to events. This instant accessibility also allows organizations to update and distribute policies and procedures and update detailed contact information for key players.
Even when confronted with a worse-case scenario, a company that is prepared can simultaneously manage its internal chaos and display the best face possible to the public. Such was the case when Swissair Flight 111crashed off the coast of Nova Scotia in September 1998, killing 229 people. The company was prepared with a Ôghost page' of contact information for the corporate Website. When the company learned of the crash, it inserted the information about the crash, activated the ghost page and put a big button for it on the homepage, so the thousands of people seeking information could quickly get to the answers.
Crisis managers think that this single act dramatically cut down on phone calls to the company, particularly from the press, which was essential while the airline dealt with a bombardment of calls from distraught relatives. The public saw a company that cared and was on top of the situation. Swissair also maintained control over its imageÉ Would you in a similar situation?
article submitted by nurafiza abu amin
By Joanne R. Helperin
Johnson & Johnson pioneered crisis management in 1982, when tampering forced the company to recall its Tylenol products. Today, protecting a company's reputation and limiting its financial losses is much harder. The Internet's ability to globally distribute information / misinformation in an instant has made crisis management more critical and more difficult. The number of things that can take management by surprise has grown beyond sliding stock prices, product defects, and workers going postal to include server failures and hacker attacks.
But the scariest part is that is doesn't take a real calamity to damage the corporate image. In fact, it doesn't take anything real at all to threaten the brand you've worked so hard to uphold. The old adage that "a happy customer will tell a friend, but an unhappy customer will tell 10 friends" is racing on meth when the Net's involved. Unhappy customers can now share their opinion of your company or its products with millions of "friends"
A customer with a company complaint can go to Baddealing.com, eComplaints.com, Fight Back!, bitchaboutit.com, or TheSquakyWheel.com, to name a few. Someone with a grudge against the boss can take potshots on FuckedCompany.com. Other consumer complaint sites are company-specific, like WeHatePacificBell.com, which is not only a forum for Pacific Bell-bashing, but also a list of links to similar sites.
While the new technology aggravates the problem, it's possible for the same technology to alleviate it. The Net is also becoming a powerful weapon on the crisis manager's own arsenal. For example, PlanetFeedback.com forwards complaints to the appropriate companies in an effort to elicit an apology or resolve the problem. This provides the companies with the opportunity to salvage the relationship. To encourage businesses to take it all seriously, the site tracks the percentage of complaints that each company responds to and publishes its "response rate."
Smart companies react to complaints; smarter companies use complaints as an early warning system. If enough people are griping about the same problem, it might warrant investigation to avoid a bigger crisis. Too few companies monitor consumer opinion on the Net, says Maria Russel, chair of the public relations department at Syracuse University's S.I. Newhouse School of Public Communications. PR nightmares like that experienced by Tommy Hilfiger will always catch a company by surprise, she says, if no one has an ear to the cyberground. [In late 1996, a rumor began to spread on the Net that clothier Hilfiger had appeared on Oprah making racist comments. Though the rumor was untrue, only when a boycott was threatened did the company post denial. The hoax continues to pop up.]
"New companies don't know the old rules [of customers service], and old companies don't know the new platforms," Russell says. Using the Internet for customer feedback is only the beginning. The Web also plays an important role in disseminating information to consumers and the press during a crisis. Companies are now expected to respond to a crisis immediately, putting pressure on executives and PR professionals alike to be ready for anything at any time. A company that doesn't have in place a detailed crisis prevention plan that includes the Internet is very likely to get blindsided.
Because most companies are not prepared to take on crises by themselves, an industry has sprung up to help shepherd businesses through calamity. Some large PR firms specialize in crisis communications; others outfits provide more comprehensive contingency planning and disaster-management services. All use the Internet as a weapon.
For example, Atlanta-based Crisis Management International (CMI), which has handles petrochemical explosions, workplace shootings, and the World Trade Center bombing, has developed the Web-based ProGuide. Preformatted crisis planner are filled in electronically then hosted either on a company's server or on CMI's. This allows instant access and updates, which are invaluable when a crisis strikes. The ProGuide can also be downloaded to a PDA, so it the CEO quits unexpectedly, the Marketing VP on vacation in Belize can still respond to events. This instant accessibility also allows organizations to update and distribute policies and procedures and update detailed contact information for key players.
Even when confronted with a worse-case scenario, a company that is prepared can simultaneously manage its internal chaos and display the best face possible to the public. Such was the case when Swissair Flight 111crashed off the coast of Nova Scotia in September 1998, killing 229 people. The company was prepared with a Ôghost page' of contact information for the corporate Website. When the company learned of the crash, it inserted the information about the crash, activated the ghost page and put a big button for it on the homepage, so the thousands of people seeking information could quickly get to the answers.
Crisis managers think that this single act dramatically cut down on phone calls to the company, particularly from the press, which was essential while the airline dealt with a bombardment of calls from distraught relatives. The public saw a company that cared and was on top of the situation. Swissair also maintained control over its imageÉ Would you in a similar situation?
article submitted by nurafiza abu amin
Trial By Media - Do's and Don'ts
By Jonathan Bernstein
Taken by : Salihah binti Mohd Nawi
DON'T make the media your primary means of communicating on pending or current litigation in progress. Journalists are not a reliable means of ensuring that your key audiences receive your messages, nor is it a reporter's job to make sure everything you think is important gets to the right people.
DO communicate directly with your important audiences, internally and externally, to ensure they have the information you want them to have about matters being tried in the media.
DO consider the option of informing certain key audiences of the probability of media coverage on a legal matter before it appears in the press.
DO remember that employees are a critical audience -- all employees are PR representatives for the organization whether you want them to be or not.
DO integrate legal and PR strategy, because you'll be educating the jury pool while also minimizing damage that could occur to your organization in the short-term, even if you win the legal case in the long-term.
DO explore the use of publicity about generic or related issues relevant to your particular case or client as a legitimate means of bringing attention to issues that might result in pre-trial settlements, or to develop similar examples to illustrate the issues in your case.
DON'T say "no comment" if you haven't had a chance to review the case. Say "I'd very much like to comment on this as soon as I've read what's been filed." If appropriate, add: "I still don't have a copy of it myself, could you fax or email one over?"
DO tell journalists that you want to respect their deadlines, but would appreciate their respecting your need to have the information you need to make an intelligent response.
DON'T attack the media. Ever. Neither directly, nor in communication with other audiences, because it will get back to them. The media can hurt you more than you can hurt them. Most media outlets LOVE being sued or threatened, it sells more papers or air time.
DON'T judge the impact of media coverage by the sensationalism of headlines or length of news coverage. Ask your important audiences, internal and external, how THEY are reacting to the coverage -- in some cases, you'll find they don't believe it!
DO consider becoming your own publisher, using the Internet to post your perspective on issues of public concern -- IF the general public is, in fact, an important audience for you. Or even on a password-protected website for selected audiences that are important to you.
DON'T assume that you know how to talk to reporters about negative news just because you're skilled at "good news" interviews -- get media trained.
DO establish both internal and external rumor control systems to short-circuit rumors early on, before they do too much damage.
Taken by : Salihah binti Mohd Nawi
DON'T make the media your primary means of communicating on pending or current litigation in progress. Journalists are not a reliable means of ensuring that your key audiences receive your messages, nor is it a reporter's job to make sure everything you think is important gets to the right people.
DO communicate directly with your important audiences, internally and externally, to ensure they have the information you want them to have about matters being tried in the media.
DO consider the option of informing certain key audiences of the probability of media coverage on a legal matter before it appears in the press.
DO remember that employees are a critical audience -- all employees are PR representatives for the organization whether you want them to be or not.
DO integrate legal and PR strategy, because you'll be educating the jury pool while also minimizing damage that could occur to your organization in the short-term, even if you win the legal case in the long-term.
DO explore the use of publicity about generic or related issues relevant to your particular case or client as a legitimate means of bringing attention to issues that might result in pre-trial settlements, or to develop similar examples to illustrate the issues in your case.
DON'T say "no comment" if you haven't had a chance to review the case. Say "I'd very much like to comment on this as soon as I've read what's been filed." If appropriate, add: "I still don't have a copy of it myself, could you fax or email one over?"
DO tell journalists that you want to respect their deadlines, but would appreciate their respecting your need to have the information you need to make an intelligent response.
DON'T attack the media. Ever. Neither directly, nor in communication with other audiences, because it will get back to them. The media can hurt you more than you can hurt them. Most media outlets LOVE being sued or threatened, it sells more papers or air time.
DON'T judge the impact of media coverage by the sensationalism of headlines or length of news coverage. Ask your important audiences, internal and external, how THEY are reacting to the coverage -- in some cases, you'll find they don't believe it!
DO consider becoming your own publisher, using the Internet to post your perspective on issues of public concern -- IF the general public is, in fact, an important audience for you. Or even on a password-protected website for selected audiences that are important to you.
DON'T assume that you know how to talk to reporters about negative news just because you're skilled at "good news" interviews -- get media trained.
DO establish both internal and external rumor control systems to short-circuit rumors early on, before they do too much damage.
Integrating Public Relations and Legal Strategy: Media Training
Taken by : Maisarah binti Marzuki
By Jonathan Bernstein
As Written for Arizona Attorney
Crisis: an unstable or crucial time or state of affairs whose outcome will make a decisive difference for better or worse (Webster's New Collegiate).
"Playing with the media is a game you can't afford to lose. At worst, your reputation's at stake. At best, you forfeit a chance to build important relationships which can benefit you, your firm, and your clients. Reporters may make the rules, but media training helps you learn to play the game to your advantage."
So says Kathy Kerchner, a former television reporter and now president of InterSpeak, LLC, a company which specializes in training people to be successful with the news media.
Reporters come to any interview with an agenda based on the editorial demands of their employer and their own desire for high-level visibility. The newsroom is a very competitive place and if an interview with you can help propel the story to the front page or the lead of the 6 o'clock news, it's difficult for most journalists to retain complete objectivity.
Media training teaches you to let your agenda direct an interview in a manner which still gives a reporter what he or she is looking for -- newsworthy information -- while reducing the chances of inaccurate facts and quotes being used. I say reducing -- eliminating isn't possible. "You can eliminate inaccurate quotes by not giving the interview," I've been told. Bull. Then the reporter just gets quotes from someone else, facts from less-accurate sources, and directly or indirectly implies that you're hiding something.
The media training process typically includes education on how to prepare for an interview, what the "rules of the game" are, how to make sure your key messages get across no matter what's being asked, and very specific, personalized instruction on how you can be a better interview subject. The latter is accomplished by videotaping, replaying and critiquing a series of mock interviews during the course of the training session -- and then giving you the tape to take home and study again. Many people who thought they were great interview subjects pre-training have been shocked at the initial results when viewed on tape -- but then pleased with the positive changes evinced as training points are integrated into subsequent interviews.
"My clients have been able to use media training not merely for dealing with the press, but also for communicating better when speaking to almost any audience, particularly when explaining a difficult situation," says Paul Roshka, founding partner of Roshka, Heyman, & DeWulf, a Phoenix firm specializing in securities litigation and business disputes.
A final note -- media training is hard work, usually requiring at least six hours of time during which you shouldn't be interrupted by phone or pager. And it's even harder work if a crisis is already breaking; as with other elements of crisis communications, preparation before the stuff hits the fan is less stressful. Smart companies run their top execs through media training at least once every couple of years, with specially focused "brush up" sessions concurrent with an actual, breaking crisis.
By Jonathan Bernstein
As Written for Arizona Attorney
Crisis: an unstable or crucial time or state of affairs whose outcome will make a decisive difference for better or worse (Webster's New Collegiate).
"Playing with the media is a game you can't afford to lose. At worst, your reputation's at stake. At best, you forfeit a chance to build important relationships which can benefit you, your firm, and your clients. Reporters may make the rules, but media training helps you learn to play the game to your advantage."
So says Kathy Kerchner, a former television reporter and now president of InterSpeak, LLC, a company which specializes in training people to be successful with the news media.
Reporters come to any interview with an agenda based on the editorial demands of their employer and their own desire for high-level visibility. The newsroom is a very competitive place and if an interview with you can help propel the story to the front page or the lead of the 6 o'clock news, it's difficult for most journalists to retain complete objectivity.
Media training teaches you to let your agenda direct an interview in a manner which still gives a reporter what he or she is looking for -- newsworthy information -- while reducing the chances of inaccurate facts and quotes being used. I say reducing -- eliminating isn't possible. "You can eliminate inaccurate quotes by not giving the interview," I've been told. Bull. Then the reporter just gets quotes from someone else, facts from less-accurate sources, and directly or indirectly implies that you're hiding something.
The media training process typically includes education on how to prepare for an interview, what the "rules of the game" are, how to make sure your key messages get across no matter what's being asked, and very specific, personalized instruction on how you can be a better interview subject. The latter is accomplished by videotaping, replaying and critiquing a series of mock interviews during the course of the training session -- and then giving you the tape to take home and study again. Many people who thought they were great interview subjects pre-training have been shocked at the initial results when viewed on tape -- but then pleased with the positive changes evinced as training points are integrated into subsequent interviews.
"My clients have been able to use media training not merely for dealing with the press, but also for communicating better when speaking to almost any audience, particularly when explaining a difficult situation," says Paul Roshka, founding partner of Roshka, Heyman, & DeWulf, a Phoenix firm specializing in securities litigation and business disputes.
A final note -- media training is hard work, usually requiring at least six hours of time during which you shouldn't be interrupted by phone or pager. And it's even harder work if a crisis is already breaking; as with other elements of crisis communications, preparation before the stuff hits the fan is less stressful. Smart companies run their top execs through media training at least once every couple of years, with specially focused "brush up" sessions concurrent with an actual, breaking crisis.
Crisis Management - When the Media Goes Too Far
By Jonathan Bernstein
Taken by : Hafizhan Bin Rahmat
Expanded from version originally written for Arizona Attorney
Everyone expects journalists to be pushy, to report facts less-than-accurately at times and to insist on a level of access to information that makes both attorneys and PR professionals cringe. To a significant extent, that's their job and those of us who respond to the media "dance the dance" with them and hope for some balance in the resulting coverage.
Sometimes, however, reporters and/or the media outlet they serve go too far. They cross the line from aggressive to offensive. They insist on publishing facts which have already been corrected by reputable sources. And when they do, there is recourse other than just taking it in the teeth.
When Reporters Get Offensive
In an actual situation that occurred in 1999, a reporter for an Arizona newspaper, assigned to coverage of an ongoing business crisis situation, apparently got frustrated at his inability to obtain interviews with certain representatives of that business. The organization in crisis had decided, at that point, to communicate only by written statement. The frustrated journalist called the administrative assistant to one of the business' outside attorneys and insisted on talking to the attorney. When she, appropriately, told him the "party line" that all media calls were to go the PR director of the business (where he'd already called without success), he threatened her. He said that he would publish HER name as the one responsible for information not being available to the public.
She contacted the business' crisis management consultant, who advised her boss, the attorney, that the reporter was in gross violation of journalistic ethics and advised him to write a letter explaining what had happened to legal counsel for the paper. He did and, after some communication back and forth, the paper not only apologized to the assistant in writing, but gave her a free subscription -- and the reporter became the subject of an internal investigation. His bullying tactics stopped.
When the Media Ignores the Facts
If a spokesperson for an organization in crisis has repeatedly communicated demonstrably accurate information to the media only to see it not used, or has made statements that are repeatedly misquoted, the same tactic of having legal counsel communicate with legal counsel can often make a positive difference. Usually, first, you want to establish a trail of evidence that you have, in fact, taken every reasonable action to get the facts corrected. You've sent polite written corrections to the reporter(s) involved. You've met with him/her in person to explain your perception of the problems. You've met with his/her supervising editor. And the problem persists.
If a media outlet's editorial bias is so strong that it won't cooperate even if threatened with more formal legal action, it is time to remember that the media is NOT your most important audience. Why? Because it's the least manageable and it has an agenda of its own. There are a lot of ways "around" the irresponsible media outlet. One is considering use of "advertorials," perhaps even in a competing outlet (if there is one). That is the process of buying advertising space -- print or air time -- and putting your own message in there, formatted to look or sound just like news coverage. Sure, it will have to have the words "advertising" somewhere in the piece, but studies have shown that well-done advertorials are almost as well received by media audiences as regular news coverage. And you control the message.
In addition to, or instead of advertorials, consider whether the audiences important to you or your client are actually being negatively influenced by the media coverage? And is it their primary source of information on the subject? I have known of cases where, when asked, key audiences tell client companies that they don't believe the media coverage and think reporters are on a witch hunt. It could well be that, by simply increasing positive and accurate DIRECT communication with key audience members (more phone calls, letters, meetings, etc.) about a crisis situation that you will balance out the inaccurate negativity in the press.
Remember: we're not at the mercy of the press as much as some members of the press would like us to believe. And at its core, "the media" is just people like you and me. People in every profession "break the rules," they violate the ethics and responsible business practices to which they allegedly subscribe. Reporters and editors are no different. And not only do we have ways to respond but, if we don't, we're tacitly encouraging the rule-breaking.
Taken by : Hafizhan Bin Rahmat
Expanded from version originally written for Arizona Attorney
Everyone expects journalists to be pushy, to report facts less-than-accurately at times and to insist on a level of access to information that makes both attorneys and PR professionals cringe. To a significant extent, that's their job and those of us who respond to the media "dance the dance" with them and hope for some balance in the resulting coverage.
Sometimes, however, reporters and/or the media outlet they serve go too far. They cross the line from aggressive to offensive. They insist on publishing facts which have already been corrected by reputable sources. And when they do, there is recourse other than just taking it in the teeth.
When Reporters Get Offensive
In an actual situation that occurred in 1999, a reporter for an Arizona newspaper, assigned to coverage of an ongoing business crisis situation, apparently got frustrated at his inability to obtain interviews with certain representatives of that business. The organization in crisis had decided, at that point, to communicate only by written statement. The frustrated journalist called the administrative assistant to one of the business' outside attorneys and insisted on talking to the attorney. When she, appropriately, told him the "party line" that all media calls were to go the PR director of the business (where he'd already called without success), he threatened her. He said that he would publish HER name as the one responsible for information not being available to the public.
She contacted the business' crisis management consultant, who advised her boss, the attorney, that the reporter was in gross violation of journalistic ethics and advised him to write a letter explaining what had happened to legal counsel for the paper. He did and, after some communication back and forth, the paper not only apologized to the assistant in writing, but gave her a free subscription -- and the reporter became the subject of an internal investigation. His bullying tactics stopped.
When the Media Ignores the Facts
If a spokesperson for an organization in crisis has repeatedly communicated demonstrably accurate information to the media only to see it not used, or has made statements that are repeatedly misquoted, the same tactic of having legal counsel communicate with legal counsel can often make a positive difference. Usually, first, you want to establish a trail of evidence that you have, in fact, taken every reasonable action to get the facts corrected. You've sent polite written corrections to the reporter(s) involved. You've met with him/her in person to explain your perception of the problems. You've met with his/her supervising editor. And the problem persists.
If a media outlet's editorial bias is so strong that it won't cooperate even if threatened with more formal legal action, it is time to remember that the media is NOT your most important audience. Why? Because it's the least manageable and it has an agenda of its own. There are a lot of ways "around" the irresponsible media outlet. One is considering use of "advertorials," perhaps even in a competing outlet (if there is one). That is the process of buying advertising space -- print or air time -- and putting your own message in there, formatted to look or sound just like news coverage. Sure, it will have to have the words "advertising" somewhere in the piece, but studies have shown that well-done advertorials are almost as well received by media audiences as regular news coverage. And you control the message.
In addition to, or instead of advertorials, consider whether the audiences important to you or your client are actually being negatively influenced by the media coverage? And is it their primary source of information on the subject? I have known of cases where, when asked, key audiences tell client companies that they don't believe the media coverage and think reporters are on a witch hunt. It could well be that, by simply increasing positive and accurate DIRECT communication with key audience members (more phone calls, letters, meetings, etc.) about a crisis situation that you will balance out the inaccurate negativity in the press.
Remember: we're not at the mercy of the press as much as some members of the press would like us to believe. And at its core, "the media" is just people like you and me. People in every profession "break the rules," they violate the ethics and responsible business practices to which they allegedly subscribe. Reporters and editors are no different. And not only do we have ways to respond but, if we don't, we're tacitly encouraging the rule-breaking.
Are the Malaysian Public Relations Industry Ready for IT Age?
By Nur Izyan Ismail
This article was taken from the For Clueless blogs
I have been watching the Public Relations industry (PR) in Malaysia for quite a while - more than two decades to be exact. And I have been following the development not within but from outside, as a media person than a practitioner where I would (and did) get the change to connect with and interact with as many PR practitioners in as short a time as possible.
From the days when the IT age was still in its infancy in the mid 80s till today, some 20 years mind you, little has changed although all PR personnel today use computers and not the clanky IBM typewriters their predecessors do in the days of yore. Some of the younger PR person, I suspect, have never even seen an Olivetti Traveller (an indispensable too for journalists on the go) which the IT Age has left behind in the rusty corner of antique stores of today.
Yet, many PR persons today have not moved on in terms of their working habits - you only need to attend press conferences to fathom the frustration I see and the amusement I feel each time PR practitioners dish out stacks of papers wrapped in the unmistakable Press Kit folder.
Sometimes, you might get a CD, happily, but the delight often were reduced to disappointment when the CD is nothing but a company product catalogue or a corporate video - useful but not that really useful if not armed with an electronic press releases and a folder full of digital pictures in various formats for both print and electronic. Some Press Kits even carry the almost extinct 4R photographs or even Kodak Ektachrome slides - don't be surprised.
What the IT use failed to carry through to their PR work I failed to understand. If one uses computers at the office, what is it that when PR officers handle press conference failed to understand that journalists also use computers and therefore a soft copy is more welcomed that stacks of hard copy? If you think I am making a mountain out of a molehill, think again.
I recently was invited to a press conference of a telecommunications company launching a recycling project. When I arrived at the venue, I was greeted by a PR staff and handed over the customary Press Kit folder with sheets of paper within - from the background of the project to the CEO's launch speech. And when it was over, I was again handed a plastic goody bag. And I had just listened to how much the company cared for the environment and would spearhead this recycling campaign
If I had been the CEO of the company, I would have recycled the media liaison person for having such a short foresight. For Pete's sake, wouldn't a CD containing all the information in that Press Kit be better? And cheaper too! If you can, even a thumb drive with your corporate logo emblazoned across, would be more useful as journalists could recycle it after using the content. Why waste paper if you so much as talk about recycling?
If you are a current PR practitioner, I think it is time to think about proper use of IT. Today's media convergence has made the practice of public relations more sophisticated but not necessarily difficult. If you are trained in PR, then the onus is upon you to be at the cutting edge of technology, especially information technology. If not, you will be left behind by the media industry which is also there at the front row.
This article was taken from the For Clueless blogs
I have been watching the Public Relations industry (PR) in Malaysia for quite a while - more than two decades to be exact. And I have been following the development not within but from outside, as a media person than a practitioner where I would (and did) get the change to connect with and interact with as many PR practitioners in as short a time as possible.
From the days when the IT age was still in its infancy in the mid 80s till today, some 20 years mind you, little has changed although all PR personnel today use computers and not the clanky IBM typewriters their predecessors do in the days of yore. Some of the younger PR person, I suspect, have never even seen an Olivetti Traveller (an indispensable too for journalists on the go) which the IT Age has left behind in the rusty corner of antique stores of today.
Yet, many PR persons today have not moved on in terms of their working habits - you only need to attend press conferences to fathom the frustration I see and the amusement I feel each time PR practitioners dish out stacks of papers wrapped in the unmistakable Press Kit folder.
Sometimes, you might get a CD, happily, but the delight often were reduced to disappointment when the CD is nothing but a company product catalogue or a corporate video - useful but not that really useful if not armed with an electronic press releases and a folder full of digital pictures in various formats for both print and electronic. Some Press Kits even carry the almost extinct 4R photographs or even Kodak Ektachrome slides - don't be surprised.
What the IT use failed to carry through to their PR work I failed to understand. If one uses computers at the office, what is it that when PR officers handle press conference failed to understand that journalists also use computers and therefore a soft copy is more welcomed that stacks of hard copy? If you think I am making a mountain out of a molehill, think again.
I recently was invited to a press conference of a telecommunications company launching a recycling project. When I arrived at the venue, I was greeted by a PR staff and handed over the customary Press Kit folder with sheets of paper within - from the background of the project to the CEO's launch speech. And when it was over, I was again handed a plastic goody bag. And I had just listened to how much the company cared for the environment and would spearhead this recycling campaign
If I had been the CEO of the company, I would have recycled the media liaison person for having such a short foresight. For Pete's sake, wouldn't a CD containing all the information in that Press Kit be better? And cheaper too! If you can, even a thumb drive with your corporate logo emblazoned across, would be more useful as journalists could recycle it after using the content. Why waste paper if you so much as talk about recycling?
If you are a current PR practitioner, I think it is time to think about proper use of IT. Today's media convergence has made the practice of public relations more sophisticated but not necessarily difficult. If you are trained in PR, then the onus is upon you to be at the cutting edge of technology, especially information technology. If not, you will be left behind by the media industry which is also there at the front row.
Pengertian Bahasa Melayu Sebagai Bahasa Kebangsaan Dalan Perlembagaan
Daripada: Nurul Asikin Bt Che Awang
Kedudukan bahasa Melayu sebagai bahasa kebangsaan telah dengan jelas diperuntukkan di bawah Perkara 152 Perlembagaan Persekutuan.
Sebagai undang-undang utama negara Perlembagaan menjadi tonggak dan kayu ukur bagi semua undang-undang yang diluluskan oleh Parlimen, Dewan-Dewan Undangan Negeri dan segala dasar kerajaan.
Peruntukan di bawah Perkara 152 itu tidak boleh dipinda oleh Parlimen kerana kata putus terletak di tangan Majlis Raja-Raja. Ini dinyatakan dengan jelas oleh Perlembagaan di bawah Perkara 159(5).
Kedudukan yang sedemikian memang wajar kerana bahasa Melayu telah meresap ke dalam batang tubuh Perlembagaan; contohnya definisi orang Melayu juga dikaitkan dengan penggunaan bahasa Melayu sebagaimana yang diperuntukkan oleh Perkara 160(2). Keakraban ini juga kelihatan dalam peruntukan di bawah Perkara 10(4) yang turut meletakkan Bahasa Melayu sebagai antara perkara-perkara yang kedudukannya tidak boleh dipersoalkan atas nama kebebasan bersuara.
Ia malah boleh dikatakan sebagai sudah mencapai tahap sakral.
Meskipun begitu Perlembagaan menyedari bahawa kedudukan sedemikan tidak harus digunakan secara zalim dan menyekat atau digunakan secara membuta tuli. Inilah yang dapat dikatakan apabila kita meneliti fasal-fasal tertentu di bawah Perkara 152. Fasal (1)(a) dan (b) umpamanya membenarkan pengajaran dan pembelajaran bahasa-bahasa lain asalkan ia tidak dalam konteks kegunaan rasmi.
Ini semua sebenarnya telah diamalkan sebelum dan selepas merdeka. Hanya dalam beberapa tahun kebelakangan ini sahaja beberapa undang-undang dan dasar tertentu yang berlawanan dengan peruntukan dan amalan Perlembagaan dimulakan. Ini menimbulkan persoalan yang sangat serius tentang kesahihan mereka. Dan kelihatannya tindakan tersebut juga menimbulkan banyak kesulitan dan kekeliruan. Selain itu kelemahan dan kealpaan pelaksanaan Perkara 152 tidak harus dibenarkan untuk mencairkan peruntukan dan kehendak Perkara 152 yang sebenarnya turut didokong oleh Suruhanjaya Reid sendiri.
Kita percaya mahkamah akan menghukumkan isu ini dengan betul kerana para hakim telah diwajibkan oleh mahkamah untuk memelihara, melindungi dan mempertahan Perlembagaan sebagaimana yang diperuntukkan oleh Perlembagaan melalui seksyen 1 Jadual Keenam Perlembagaan Persekutuan.
Daripada: Nurul Asikin Bt Che Awang
Kedudukan bahasa Melayu sebagai bahasa kebangsaan telah dengan jelas diperuntukkan di bawah Perkara 152 Perlembagaan Persekutuan.
Sebagai undang-undang utama negara Perlembagaan menjadi tonggak dan kayu ukur bagi semua undang-undang yang diluluskan oleh Parlimen, Dewan-Dewan Undangan Negeri dan segala dasar kerajaan.
Peruntukan di bawah Perkara 152 itu tidak boleh dipinda oleh Parlimen kerana kata putus terletak di tangan Majlis Raja-Raja. Ini dinyatakan dengan jelas oleh Perlembagaan di bawah Perkara 159(5).
Kedudukan yang sedemikian memang wajar kerana bahasa Melayu telah meresap ke dalam batang tubuh Perlembagaan; contohnya definisi orang Melayu juga dikaitkan dengan penggunaan bahasa Melayu sebagaimana yang diperuntukkan oleh Perkara 160(2). Keakraban ini juga kelihatan dalam peruntukan di bawah Perkara 10(4) yang turut meletakkan Bahasa Melayu sebagai antara perkara-perkara yang kedudukannya tidak boleh dipersoalkan atas nama kebebasan bersuara.
Ia malah boleh dikatakan sebagai sudah mencapai tahap sakral.
Meskipun begitu Perlembagaan menyedari bahawa kedudukan sedemikan tidak harus digunakan secara zalim dan menyekat atau digunakan secara membuta tuli. Inilah yang dapat dikatakan apabila kita meneliti fasal-fasal tertentu di bawah Perkara 152. Fasal (1)(a) dan (b) umpamanya membenarkan pengajaran dan pembelajaran bahasa-bahasa lain asalkan ia tidak dalam konteks kegunaan rasmi.
Ini semua sebenarnya telah diamalkan sebelum dan selepas merdeka. Hanya dalam beberapa tahun kebelakangan ini sahaja beberapa undang-undang dan dasar tertentu yang berlawanan dengan peruntukan dan amalan Perlembagaan dimulakan. Ini menimbulkan persoalan yang sangat serius tentang kesahihan mereka. Dan kelihatannya tindakan tersebut juga menimbulkan banyak kesulitan dan kekeliruan. Selain itu kelemahan dan kealpaan pelaksanaan Perkara 152 tidak harus dibenarkan untuk mencairkan peruntukan dan kehendak Perkara 152 yang sebenarnya turut didokong oleh Suruhanjaya Reid sendiri.
Kita percaya mahkamah akan menghukumkan isu ini dengan betul kerana para hakim telah diwajibkan oleh mahkamah untuk memelihara, melindungi dan mempertahan Perlembagaan sebagaimana yang diperuntukkan oleh Perlembagaan melalui seksyen 1 Jadual Keenam Perlembagaan Persekutuan.
Embracing Public Relations
By : Odylia Martin
The question of whether the globalisation of public relations is a myth or reality is easily answered: it is definitely a reality. The key question is what kind of reality is it? And two further questions: what does it mean for us? And where is it headed?
Any concept of globalisation that attempts to airbrush out the importance of local, national, or regional dynamics is not going to take us very far. It is no longer acceptable to rely on the watchwords "Think Global, Act Local." Perhaps closer to the mark is a line by Tip O'Neill, former Speaker of the US House of Representatives, who once said, "All politics is local." In some important senses, all PR is local, too
Yet as one or two academics have pointed out, globalisation is not a new concept. While the term "globalisation" was coined only in the 1980s, the concept originated much earlier than that.
Consider for a moment that the Roman Empire once extended from Scotland in the North to Tunisia and Egypt in the South and from Portugal in the West to Turkey in the East. Within that vast region, there was one currency, one banking system, one legal system, one trading system, and one official language for matters of state and commerce. No wonder then that there were revolts and street riots protesting the imposition of Roman rule on local life. This isn't much different from a meeting of the World Health Organization today.
In considering the reality of global PR, we should remember that it is complex, not simple. The tension and balance between the power of international and the power of local is an old theme. One lesson is clear: global and local always co-exist and have always been intertwined. History shows that one does not necessarily lead to the demise of the other. Globalisation is complex and multi-layered and it is perilous to forget that.
If the 19th and the first half of the 20th century were dominated - sometimes tragically - by nation states, the last 50 years have seen the emergence of a new global player: the multinational organisation, or as some experts prefer to say more accurately and neutrally: "the transnational organisation".
Transnationals may be headquartered within a particular country and carry strong cultural associations from that home country. Coca-Cola, for example, has long been regarded as American as apple pie. The historic brand essence of Mercedes or Peugeot was quintessentially German or French. But increasingly, the country of origin is becoming less central to the DNA of these organisations. They think and act internationally; they have intellectual property and operations around the world; and their culture becomes global, not national or local.
People often assume that transnationals are only multinational businesses such as Coca-Cola, Microsoft, IBM, Nokia, or Sony. However, one of the key points about understanding the globalisation of PR is that we aren't just referring to businesses, but to many other types of global players as well.
Transnationals may be political such as the European Commission, UNICEF or the World Health Organisation. They may be NGOs such as Greenpeace or Friends of the Earth. They may be economic such as the International Monetary Fund and World Bank, and they may be cultural such as CNN, BBC World and Al Jazeera. These disparate organisations all demonstrate the willingness and ability to think and act on a global or regional basis, rather than on just a national basis.
The first step in understanding the reality of the globalisation of PR is that some of the key players now are no longer capable of being understood within the confines of traditional national boundaries. It's not just that they act internationally; they act supra-nationally. Their psychology, their thinking and even their cultures are becoming truly global.
The term globalisation most simply refers to the growing interdependence and interconnectedness of the world - politically, militarily, economically, or technologically. Whether people view globalisation as a liberating force for economic prosperity and world peace, or whether they fear it as a catastrophic form of tyranny and the nemesis of advanced capitalism, both supporters and opponents agree that globalisation rests on our interconnectedness and interdependence. That's true whether the issue is trade barriers, pornography on the internet, climate change, or the advance of avian flu. Like it or not, we have never understood so keenly as now that we all inhabit the same planet.
Yet there is a second idea that is often mistakenly linked to interconnectedness - an idea that is far more problematic for those of us facing the challenges of the globalisation of PR.
It is the idea that globalisation means not just international connectedness but also international homogenisation. This notion holds that globalisation inevitably moves towards uniformity in consumer behaviours, tastes, cultures and personalities. According to this view, whether we live in Malaysia or New York, Belgium or Bolivia, we will all eventually act in the same way, consume the same products, and have the same cultural reference points. Local differences will diminish over time as an inevitable result of globalisation.
Understandably, this argument worries many people. Take the night skyline of many a major world city on any continent and see the familiar neon signs for Kodak, Panasonic or Fosters. It does seem to indicate a world that increasingly looks alike.
It is also true that nearly the world over people can be seen drinking a Coke, taking their kids to McDonald's, using Microsoft Windows, or clutching a Siemens mobile phone. Does that mean that people around the world are all becoming the same? Does it mean that national, regional and local differences are slowly melting away into a uniform global consumer marketplace? Far from it.
The strongest evidence that globalisation does not mean bland uniformity comes from the many corporations whose products and services penetrate scores of countries. These companies need to make their brands relevant in ways that are faithful to the core attributes of the brand, yet flexible enough to accommodate diverse trading patterns, differing consumer tastes and behaviour; and a variety of business, media and political cultures. Take the work we do for Siemens and MasterCard, representing both businesses in dozens of diverse markets. Of course, we help these clients drive a central global plan based on core brand values. But the effectiveness of these programmes comes from the huge creativity and intellectual property residing around the world.
The real challenge for PR is to help organisations bridge that which is global and that which is local. Unfortunately, there is no magic template for doing this. What there is instead is a steadily growing body of wisdom that comes from doing it day in day out in numerous markets around the world.
I mentioned at the start of this article that old watchwords like '"Think Global, Act Local" are no longer relevant. With very few exceptions global campaigns that are designed, executed and controlled centrally have little place in today's global PR market. "Think Global, Act Local" was an attempt to get beyond complete centralisation by suggesting that execution, at least, needed to take place locally. But it still implied that corporate headquarters could establish a strategy that would resonate around the world as long as it had a little local interpretation in the execution phase.
Today global campaigns do not come from some NASA-like Mission Control centre. Instead they originate from any corner of the world. And once originated, they have to find differing expressions to be effective in different markets.
Our business is more and more about the quality of our ideas - strategic and creative ideas. By their nature, ideas can come from anywhere - especially if we are to avoid the charge of cultural imperialism.
The question of whether the globalisation of public relations is a myth or reality is easily answered: it is definitely a reality. The key question is what kind of reality is it? And two further questions: what does it mean for us? And where is it headed?
Any concept of globalisation that attempts to airbrush out the importance of local, national, or regional dynamics is not going to take us very far. It is no longer acceptable to rely on the watchwords "Think Global, Act Local." Perhaps closer to the mark is a line by Tip O'Neill, former Speaker of the US House of Representatives, who once said, "All politics is local." In some important senses, all PR is local, too
Yet as one or two academics have pointed out, globalisation is not a new concept. While the term "globalisation" was coined only in the 1980s, the concept originated much earlier than that.
Consider for a moment that the Roman Empire once extended from Scotland in the North to Tunisia and Egypt in the South and from Portugal in the West to Turkey in the East. Within that vast region, there was one currency, one banking system, one legal system, one trading system, and one official language for matters of state and commerce. No wonder then that there were revolts and street riots protesting the imposition of Roman rule on local life. This isn't much different from a meeting of the World Health Organization today.
In considering the reality of global PR, we should remember that it is complex, not simple. The tension and balance between the power of international and the power of local is an old theme. One lesson is clear: global and local always co-exist and have always been intertwined. History shows that one does not necessarily lead to the demise of the other. Globalisation is complex and multi-layered and it is perilous to forget that.
If the 19th and the first half of the 20th century were dominated - sometimes tragically - by nation states, the last 50 years have seen the emergence of a new global player: the multinational organisation, or as some experts prefer to say more accurately and neutrally: "the transnational organisation".
Transnationals may be headquartered within a particular country and carry strong cultural associations from that home country. Coca-Cola, for example, has long been regarded as American as apple pie. The historic brand essence of Mercedes or Peugeot was quintessentially German or French. But increasingly, the country of origin is becoming less central to the DNA of these organisations. They think and act internationally; they have intellectual property and operations around the world; and their culture becomes global, not national or local.
People often assume that transnationals are only multinational businesses such as Coca-Cola, Microsoft, IBM, Nokia, or Sony. However, one of the key points about understanding the globalisation of PR is that we aren't just referring to businesses, but to many other types of global players as well.
Transnationals may be political such as the European Commission, UNICEF or the World Health Organisation. They may be NGOs such as Greenpeace or Friends of the Earth. They may be economic such as the International Monetary Fund and World Bank, and they may be cultural such as CNN, BBC World and Al Jazeera. These disparate organisations all demonstrate the willingness and ability to think and act on a global or regional basis, rather than on just a national basis.
The first step in understanding the reality of the globalisation of PR is that some of the key players now are no longer capable of being understood within the confines of traditional national boundaries. It's not just that they act internationally; they act supra-nationally. Their psychology, their thinking and even their cultures are becoming truly global.
The term globalisation most simply refers to the growing interdependence and interconnectedness of the world - politically, militarily, economically, or technologically. Whether people view globalisation as a liberating force for economic prosperity and world peace, or whether they fear it as a catastrophic form of tyranny and the nemesis of advanced capitalism, both supporters and opponents agree that globalisation rests on our interconnectedness and interdependence. That's true whether the issue is trade barriers, pornography on the internet, climate change, or the advance of avian flu. Like it or not, we have never understood so keenly as now that we all inhabit the same planet.
Yet there is a second idea that is often mistakenly linked to interconnectedness - an idea that is far more problematic for those of us facing the challenges of the globalisation of PR.
It is the idea that globalisation means not just international connectedness but also international homogenisation. This notion holds that globalisation inevitably moves towards uniformity in consumer behaviours, tastes, cultures and personalities. According to this view, whether we live in Malaysia or New York, Belgium or Bolivia, we will all eventually act in the same way, consume the same products, and have the same cultural reference points. Local differences will diminish over time as an inevitable result of globalisation.
Understandably, this argument worries many people. Take the night skyline of many a major world city on any continent and see the familiar neon signs for Kodak, Panasonic or Fosters. It does seem to indicate a world that increasingly looks alike.
It is also true that nearly the world over people can be seen drinking a Coke, taking their kids to McDonald's, using Microsoft Windows, or clutching a Siemens mobile phone. Does that mean that people around the world are all becoming the same? Does it mean that national, regional and local differences are slowly melting away into a uniform global consumer marketplace? Far from it.
The strongest evidence that globalisation does not mean bland uniformity comes from the many corporations whose products and services penetrate scores of countries. These companies need to make their brands relevant in ways that are faithful to the core attributes of the brand, yet flexible enough to accommodate diverse trading patterns, differing consumer tastes and behaviour; and a variety of business, media and political cultures. Take the work we do for Siemens and MasterCard, representing both businesses in dozens of diverse markets. Of course, we help these clients drive a central global plan based on core brand values. But the effectiveness of these programmes comes from the huge creativity and intellectual property residing around the world.
The real challenge for PR is to help organisations bridge that which is global and that which is local. Unfortunately, there is no magic template for doing this. What there is instead is a steadily growing body of wisdom that comes from doing it day in day out in numerous markets around the world.
I mentioned at the start of this article that old watchwords like '"Think Global, Act Local" are no longer relevant. With very few exceptions global campaigns that are designed, executed and controlled centrally have little place in today's global PR market. "Think Global, Act Local" was an attempt to get beyond complete centralisation by suggesting that execution, at least, needed to take place locally. But it still implied that corporate headquarters could establish a strategy that would resonate around the world as long as it had a little local interpretation in the execution phase.
Today global campaigns do not come from some NASA-like Mission Control centre. Instead they originate from any corner of the world. And once originated, they have to find differing expressions to be effective in different markets.
Our business is more and more about the quality of our ideas - strategic and creative ideas. By their nature, ideas can come from anywhere - especially if we are to avoid the charge of cultural imperialism.
The Psychology of Art!!
by ; Budie C
DISCLAIMER: First and foremost, I wish to tell you that I am no psychologist. Nor am I even remotely connected to psychology in any way whatsoever. I am writing this article on this seemingly massive topic, purely on the basis of what I have seen, heard, read, and felt in my life till date. Therefore, all views expressed, in this article are strictly personal and are entirely based on my personal understanding of this subject over the years.
DISCLAIMER: First and foremost, I wish to tell you that I am no psychologist. Nor am I even remotely connected to psychology in any way whatsoever. I am writing this article on this seemingly massive topic, purely on the basis of what I have seen, heard, read, and felt in my life till date. Therefore, all views expressed, in this article are strictly personal and are entirely based on my personal understanding of this subject over the years.
Art exists all around us in many beautiful forms, shapes and sizes. But have we ever given thought to the psychology of art? I guess not. In this article, we will try and view art from a different perspective; from the perspective of psychology.
Art. What exactly is art? Is it somebody sitting atop a hillock at sunset, painting a pretty picture? Yes, it is. Is it a group of teenage nimble-footed ballet dancers, displaying their wonderful dancing skills on the dance floor? Yes, it is. Is it an old, frail ninety-year-old man playing a musical instrument outside the door of a roadside cafe? Yes, it most certainly is. Art is all of the above and much, much more. If I were to attempt to define art, I would say that any and every product or work of creativity, that is either made by man, animal, nature or the universe happens to be a work of art. Therefore, a grown up man learning how to skate is an art, a young boy teaching his dog a few new tricks is an art, a music teacher teaching his student to sing is an art. But my focus is not on what all constitutes or comprises art. It is on what is the psychology of art. Therefore, allow me to put forth my views on the psychology of art.
Understanding the Psychology of Art
Technically, psychology is defined as "the science of mental life". So, how do you apply this science to art and what do you understand upon doing so? Well, from all that I have seen, heard and learnt during the course of my life, I have come to understand that art is nothing but a form of expression. For some, it is an expression of their soul and their inner state of mind. For some, it is a way of venting out their feelings and emotions. For some, it is a way of separating oneself from all worldly attachments and becoming one with the spirit of the universe. Art is something that is unique, simply because of the innumerable ways of both its creation, as well as perception.
Creation of Art
Many experts believe (and I personally vouch for this) that there is often a trigger or a certain stimulus that is associated with the creation of any great work of art. That particular trigger could be absolutely anything - an inner emotion, the happening of an external incident, sudden internal awakening, emotional turmoil or even deep anger. Many a time, by observing a work of art, one can get an idea of what could have triggered, stimulated, or inspired the creator to come up with what he or she did. It is simply amazing, how often a true work of art acts as a mirror that reflects the creator's state of mind or being, at the time of creation. To know what I'm talking about, try the following exercise.
The next time you visit an art gallery, try to analyze the paintings and the artifacts from an altogether different perspective. Don't just stand in front of a painting; admire it for ten seconds and then move on to the next one in line. Stand there. Get into the painting. Yes, INTO the painting. Think about what that painting symbolizes, what subject it deals with, what message it gives out. Get an insight into the mind of the artist, try and imagine the creative thinking process that the artist must have gone through while painting it. It is his imagination that helped him in painting this piece of art. Try to get into his mind, think of what must have inspired or stimulated him to paint what he did, to use the patterns and symbols that he did and to use the color combinations that he did. There is a plethora of knowledge and trivia that is hidden behind that piece of canvas. It is like a treasure to be discovered and you will be amazed, when you actually discover it. In much the same way, you can get into the psychology of art by listening to a piece of music. Select any song or piece of music of your choice. Now listen to it in a totally different way. Put yourself in the shoes of the composer. Think about why a particular musical notes has been used in the place that it has been used. What if some other note was used in its place? How would it impact the song or that piece of music? There is always a reason, why the composer has used a particular set of musical notes or chord progressions. Trying to understand that is like trying to unravel a secret. Getting into the soul of the song will help you to unravel the secret.
Perception of Art
Studying how people perceive a work of art is also an important aspect to consider when studying the psychology of art. Different people perceive art in different ways. The way a man perceives or interprets a work of art speaks volumes about his mood, his state of mind, his emotional and mental balance, and about him as a person. To understand what I am saying, try this out. The next time you visit a museum or an art exhibition, try and observe what people think of a particular painting or artifact. Pay careful attention to each and every person's interpretation of that work of art. Some may find it positive, others may find it negative. Some may be very appreciative of a certain artistic detail, whereas some may find the piece of art to be offensive. It all depends on the person's mind and state of being. A coin has two sides, but the number of 'sides' (read possibilities) that are present in the human mind are limitless. Therefore, you will often see that ten different people, when shown one single painting, will always have ten completely different interpretations, views and understandings of that one single painting. This is a real-life example of the psychology of art.
This is by no means an exhaustive article on the subject of psychology of art. If you look at it from the point of view of a professional psychologist, you will, no doubt, be able to associate the concept of art with a number of theories, laws and disciplines related to the different fields of psychology. Sounds interesting, doesn't it?
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