BAND-AID® PR Campaign

BAND-AID® PR Campaign

A BAND-AID® Trip Through Time

Photo from www.disneydream.com

When we were given the assignment to create a PR campaign I was excited. I’ve found that creating PR campaigns is one of my favourite assignments to do because they really allow me to get my creative juices flowing.

We were given three options to choose from. I knew from the beginning that I was going to work on a campaign for the iconic brand BAND-AID® because I wanted a challenge. Because I decided so early on I gave myself a lot of time to think about what could be done for a brand that is already so well known. It’s not about creating awareness; it’s about reinforcing an already positive image, and contemporizing the brand for today’s modern families. I needed a big idea, and for a long time nothing was coming to me.

Finally, one day I was doing research, checking out the BAND-AID®, website when it hit me. “Sticks with you through the years” had been such a successful campaign, and really was quite brilliant. It became quite clear to me that changing BAND-AID® was not an option, but bringing the “Sticks with you through the years” campaign into the future and building on it would be a fabulous idea.

I had recently gone to see the Normal Rockwell exhibit at The Winnipeg Art Gallery, and it was this exhibit that inspired my first idea; “Sticks with you through the years – A BAND-AID® trip through time.

Of course the first thing that always comes to my mind is event. My fiancé told me the other day that I have expensive ideas, but with a brand like BAND-AID® I feel these ideas could be quite feasible.

Once I had my big idea it was easy to work out the details. All of my ideas bounced around in my head while I scratched them down as fast as I could. It was from there that I continued to build on idea after idea until I had finished my presentation.

I always enjoy creating PR campaigns, and this has been no different. We have done many PR campaigns throughout this program, but all have been hypothetical. I am excited, and nervous to put one into action in my future PR profession. I cannot wait to see if my ideas are as wonderful as they look on paper, hopefully I won’t be disappointed!

My First and Last Twitter Chat = Epic Failure

Photo from www.tweepi.com

If any of you are planning to participate in a Twitter Chat any time soon, please keep in mind time zones.

This is where my Twitter Chat began to go all wrong, I showed up incredibly late because the chat was supposed to start at eight thirty. I showed up around eight, thinking I was nice and early, turns out it started at seven thirty my time. (My bad)

I had prepared for this chat all week, prepping statements I would share with my Twitter friends. By the time I actually figured out what was going on, it was too late.

I shared a couple of my thoughts and comments, but by the time I got to the chat the original topic “Is PR an Art or a Science” had moved into a different type of discussion. My fellow Tweeters were complimenting each other and re-tweeting everything others said. I realize that re-tweeting is an important part of Twitter Chatting, but quite frankly, I hate it. It’s nice to re-tweet when on the regular Twitter page, but I don’t understand re-tweeting during a chat. The point is to chat, not post the same thing over and over again.

I found the Twitter Chat very confusing, and overwhelming. It’s hard to follow the chat to begin with, not to mention the individual chats that are going on between groups of people during the chat. It just seems silly to me.

On a positive note, the individuals in the Twitter Chat were very welcoming. When I introduced myself to the group one of the chat regulars welcomed me, which I thought was very nice. I could see how this would be a fantastic way to network with PR students and professionals all over the world. It was interesting to hear other PR students and professional’s opinions and experiences. Even though I did not participate in the chat as much as I would have liked, I was able to sit back and read other’s conversations, which I found quite interesting.

This is the only reason I would even consider Twitter Chatting again.

"What, are you stupid or something!?"

Photo from www.geos.ed.ac.uk

Nobody wants to look stupid. It is a fear that lingers deep inside of us causing many to hate even the thought of public speaking. This extreme emotion is caused by a fear that someone will know more than we do. It is a fear that we may not have all of the facts, and that someone else will contradict what we are saying, and they may be right in the end.

Want a simple solution to this dilemma that will aid in getting rid of that butterfly feeling in your stomach? Do your research.

Research is by far the most important step that should be used to develop an effective Public Relations Campaign. Whether you are working for government, non-profit, or a corporation, the last thing you want is to provide your “enemies” with ammo to question your information. Not only does research assure that you and your organization do not look stupid, it helps you to provide your organization with the proper information to be successful in whatever you are doing.

Research can help you do the following:

·       Determine who the best target market will be for your Public Relations Campaign.

·       Gather the public’s opinions on a variety of different topics, including how they feel about your PR Campaign.

·       Determine which communication channel would be the most effective to reach your target market.

·       Gather important stats.

·       Gather information from similar campaigns, successful and unsuccessful ones.

·       Determine which day will be the best launch for your campaign.

There are many other benefits to doing proper research before starting a campaign; these are just a few very important ones.

Defining audiences, determining messages, and deciding upon your overall strategy all require proper research. When in PR, you can’t play the guessing game. Unfortunately many organizations make this mistake. They make assumptions, without relevant research, and they fail.

So I guess my advice is to not get caught looking like an idiot, and if you still don’t know how to avoid looking like an idiot, there’s a problem.

Trapped in a Box

Photo from http://www.buzzle.com/

We are all part of various publics, some that we choose to affiliate ourselves with and some that are stereotypically placed upon us by society. A public, in my mind, is a way to place people in boxes that make sense to us. We organize in our brains who belongs in which boxes, and what type of person we perceive them to be because of what box we have placed them in.

Publics are important for many reasons: They allow for our minds to process vast amounts of information, they allow us to feel that we belong to certain groups, and they allow us to determine what type of person we are and whom we would like to become. Publics are also used for several business related reasons: They allow marketers to choose market segments to target, they allow government to communicate to certain groups of people, and they allow public relations professionals to disseminate information efficiently to specific segments.

I am a part of many “publics”, not necessarily all by choice. I am a Canadian, a Winnipegger, a woman, a fiancé, a daughter, a future home owner, a student, a Generation Y, and a soon to be public relations professional, to name a few.

For me it is difficult to say for sure what publics I am related to that have not been predetermined for me. I do not go to church, but I believe in God. I do not do everything I could to save the environment, but I care about the environment. I do not consider myself a full-fledged feminist, but I care about women’s rights. I feel lost when I hear about politics, but I know how I feel about what is right and what is wrong. I suppose I will talk about the areas that I feel strongly about, even though I may not always consider myself a specific label, I know how I feel about certain things.

I am a Canadian and a Winnipegger. I am proud to be both. I am aware that there are many things that are wrong with Canada and Winnipeg that could be improved, some things that I am sure I am very naïve about, but I still feel proud to consider myself a part of these groups. I am laid back, I complain about the weather, I’m cheap, I love to camp, I am tolerant, and I love to travel. I am stereotyped as stupid, a pot smoker, and a beer drinker.

I am a part of the Generation Y. I enjoy and understand technology. I am very family centric, and would rather spend my time with them than anything else. I am attention craving, I love to be told I am doing a good job, and when I’m not told, I feel I’m not doing a good job. I am achievement oriented, I want a meaningful career, and I am ambitious and confident. I am stereotyped as lazy, narcissistic, and spoiled.

I am environmentally and socially conscious. I care about the environment; I recycle, and attempt to do as much as possible for the environment. I care about human rights, children, and animals. I want to make a difference through volunteer work and my career. I am stereotyped as extreme, tree hugger, and hypocritical.

These three “publics” are just a quick look into the type of person I am, and am proud to be. It helps me to determine where I stand on certain important issues, and what I feel is right and wrong. Determining what publics I belong to can help clarify the type of person I am and would like to strive for.

The Bright Side of PR

Photo from http://www.contentfac.com/

During my interview with The Director of Communications for The St. Boniface Hospital Foundation, Laura Ruddock, I had the chance to get a look at the brighter, lighter side of PR. After a lot of talk about ethics, morals, and the dark side of PR, it was nice to speak with a PR professional who works daily on projects that help people in need.

Laura Ruddock has been working in the PR field for six years now, four of which have been spent with The St. Boniface Hospital Foundation. How did she get here? She started at Red River College by taking their Communications Program, and then continued on to take the joint program through The University of Winnipeg.

What’s a typical week like for her? As we should all know by now, PR is a fast paced career choice, and Laura confirmed that what our instructors have been telling us is very true. Laura does a variety of work, in several areas, and wears many different hats. Some of her daily tasks include media relations, donor announcements, marketing communications, media planning, writing press releases, and media buying.

One of the projects that Laura is quite proud of is The Compassionate Care Program. The Compassionate Care Program is a fundraiser that involves past patients, and families of patients who have been affected by the hospital in a positive way.  They are asked to recognize an extraordinary care giver at St. Boniface Hospital, write them a thank you card, and give a donation to the hospital in their honour. The program was launched in October of last year, and there has been a very positive attitude towards the program by everyone involved. The program has been quite the success, and it is a project they will continue to work on each year.

Does Laura enjoy working at the hospital? Yes, Laura loves her career. Although she has worked in the corporate atmosphere before at MTS, and enjoyed that as well, she explains that the fundraising atmosphere is very different, and she really enjoys being able to work on projects each day that have meaning to her.

As we know staying current in the PR industry is very important. To keep current Laura reads the news daily, focusing on PR and Communications news. She is also a current member of IABC, she sat on the board for CPRS for two years, and is a member of the AFP (Association of Fundraising Professionals). She explains that she tries to go to events and conferences as much as possible, and she is always working on her professional development.

Some tips for success from the successful PR professional? Firstly, Laura says to be prepared to work hard! When asked what she wishes she would have known before starting her career in PR, she explains that PR is not your normal nine to five job, and she wishes she would have known the level of commitment that is involved. Second, Laura confirms what our instructors have been telling us by explaining that it is very important to develop and maintain connections. Lastly, she says to learn to take criticism, something I will definitely have to work on.

It was great to speak with a PR professional who has many years of experience under her belt, and it was especially nice to be able to hear how PR can be used as a very positive tool.

After my interview with Laura I am still very certain that PR is the right career choice for me. I was happy to hear that I will be able to potentially make a difference with a career in PR, and although it will be a lot of work, and I will have to be extremely committed, I feel it will be worth it.

Ethics or corruption? Moral or immoral? … Not so black and white.



Genetically Modified Chickens from http://www.compfight.com/

As a student at The University of Winnipeg, Professional, Applied, and Continuing Education studying PR, I am quickly learning all aspects of the field, positive and negative. What is PR? Why is PR important? What do most people believe PR to be? What are most people’s perceptions of PR? How much are PR professionals willing to sacrifice for their clients image and reputation? At what point does a PR professional decide to take a stand because their ethics do not coincide with what their clients want them to disseminate? These are all important questions that are discussed in our daily classes, and unfortunately, there are no easy answers.

During class I always try to practice as little bias and possible. I attempt to be open minded, taking in what everyone has to say about many different topics. It’s very interesting to hear the various thoughts and opinions of my classmates who all have different backgrounds, experiences, and biases of their own.

Observing our class, while discussing the dark side of PR, was very interesting for me. Ethics and morals are such broad and complicated ideas. One person’s ideal career opportunity is against another’s general ethics and morals. When discussing ethics in our PR class, there are so many different angles to consider, and it has become quite clear that we will all end up working for companies that have very different ideas of right and wrong.

I would like to think that I have some very strong morals and I usually know where I stand on several ethical issues, but I will be the first to admit that sometimes I question my own opinions. Sometimes I think I know exactly how I feel about a situation, but then I hear an argument from one of the great minds in my classroom, forcing  me to question my own beliefs. This is an interesting, sometimes troublesome feeling, but I believe this is proof that I am practicing open mindedness and constantly growing in my studies of PR and as a person.

An example of my struggle of knowing where I stand on an issue is something that was discussed in our first PR fundamentals class; genetically modified foods. To be completely honest, the thought of genetically modified foods completely freaks me out. I am aware that I consume them each day, and it angers me that I am not able to choose whether or not I am consuming them.

I am not saying that genetically modified foods are harmful or wrong; I simply believe that we as consumers should have the right to know what we are putting into our bodies. My opinion is that we do not know what the possible side effect of these foods could be to the future generations, and I personally prefer to have organic home grown food.

The argument that made me reconsider is the fact that without genetically modified foods, places all over the world, including here in Canada, would not be able to grow certain crops, crops could become infested with diseases, and genetically modified foods help feed the entire earth. Ending hunger is an important issue for me; therefore I am now stuck in the middle of whether or not I believe that genetically modified foods are a positive or a negative.

Is PR what I thought it was? It’s definitely a bit more complicated, but it’s discussions like this that help me to learn, peak my interest, surprise me, and make me want to learn more.

I look forward to discussing ethics and morals more in the future.