I've cancelled the funeral service for customer service in respect to our online book order problem. I got several emails from Abebooks.com and from the book seller who shipped the book. And the book arrived within 4 days. So we have no quarrel with Abebooks. I even got a comment on the blog posting from Abebooks. I can appreciate the fact that the book site and seller made things right. The book seller does need to make sure that his email response is correct from now on, though. It is a bit disconcerting when you pay for expedited shipping and get an email saying that your package is coming via Uncle Sam's pony express.
I haven't cancelled the funeral for J.C. Penney's customer service, though. It's been almost two weeks since the local store said I would get a new pair of glasses to replace my now long lost pair. I haven't heard a word since my last call to them. And I'm keeping notes on dates, times and what has been said.
You would think that a company of J.C. Penney's size would respond at least as fast as our online book buddies at Abebooks. Not so. And I guess they don't have anyone who monitors the Internet for things that are being said about the company. I'm not sure how large or small Abebooks is, but I'm sure they don't have the corporate hiring power of J.C. Penney, and yet they obviously monitor the blogs on the Internet.
Good for Abebooks.com! Bad for J.C. Penney! Perhaps I should offer them our services in public relations and customer service training.
Thanks for restoring my faith in techies, Abebooks.com (especially Scott)! Perhaps you need to offer your services to J.C. Penney, too.
Friday, March 19, 2010
Wednesday, March 10, 2010
Customer Service Died an Unnatural Death!
No wonder my blood pressure is high. I've been caught in a customer service nightmare with several companies. Companies are not paying attention to what employees are doing to ruin reputations and chase off customers! Shame on you, marketing professionals! Customer retention is of utmost importance!
Incident number 1: J.C. Penney Optical - last year I had my eyes checked and bought new glasses at J.C. Penney Optical. This was the second time I decided to use them. The first time, I has a very good customer experience and bought glasses without pressure to pay a fortune for things I didn't want or need. This time, the buying experience was good again.
However, I paid for insurance on my lenses so that I could have them replaced if they got scratched or damage, so when that happened around the first of this year, I took them back and asked to have them either repaired or replaced. The women who were on duty were trying to deal with lots of customers. It was obvious they needed more help. I dutifully waited until I could get service. The sales person was nice, but distracted. She said she would send the glasses back to the lab and call me when the lab had an answer about what they could do.
Several weeks later, I hadn't heard anything about my glasses, so I called. The person who answered my call had no idea what I was talking about and asked me to call back when the optical department manager was in. I kept calling back. The optical department manager wasn't in each time I called. I finally got her. She said she would check on my glasses and call me back. Some time later, she called back and said the glasses should be shipped to the Mobile store within that week. I called back several times and finally was told the glasses had come in. I went to get them on a Friday. The frames weren't the same. The glasses didn't have Transition lenses. The glasses made my vision blurry. But the sales person assured me they were my glasses and that I should go home and wear them for a few days. I went home, tried again, got sick to my stomach, and took the glasses back the very next day to complain. They weren't my glasses. The girl who took them said she would leave a message with the manager. I wrote the message - explaining the mistake. Since then, I have called, gone to the store and done everything in my power to get them to either give me the right glasses or give me my money back. The last time I was in, I was told by the clerk that I had to get permission to get a refund on my glasses. She was too busy talking on the phone to someone and laughing it up to treat my problem with any concern.
My next step... I think I'll write to the CEO of J.C. Penney and complain. But first, I'll blog.
Incident number 2: Abebooks.com - I ordered a text book I needed for teaching my Marketing Management Class at Spring Hill. I ordered expedited shipping (2-4 days) and was charged about three or four dollars more for it ($7.99 to be exact). I just got notice from Abebooks and from "The Book Place" that the order had shipped, but the shipping notice said it was shipped standard mail (4 - 10 days). So I emailed them back and said I had paid for expedited shipping. I got a reply that made no sense. "We are sorry you haven't received your book yet. If..." Nothing about my payment for expedited shipping, or graciously saying they would refund the difference. That's the last time I'll shop on Abebooks.com and I'll be sure NOT to recommend the site to any students, professors, peers, friends... you get the picture.
I guess companies don't bother to explain to employees that in lean economic times, the employee's job and the future of the company may very well rest on customer satisfaction and customer retention. And the employees obviously don't give a hoot about customer satisfaction once the customer has been fleeced out of the bucks.
So we must hold a funeral for customer service. It's dead. Though I don't think it's buried yet.
March 12th - Addendum: The latest from Abebooks.com and The Book Place... I received an email saying that the notification template that was used was wrong and that my order had been shipped per my payment and request for expedited shipping. So we have closed the book on this one, I hope and I'll be expecting to get the book soon. One thing I can say about the customer service for these two providers, they do answer email quickly. And that's a good sign! Maybe customer service isn't totally dead. Maybe it can be revived.
(Imagery Marketing Consultants can produce and facilitate custom customer service training programs. Contact Imagery for help in training your employees how to retain customers through excellent service.)
Incident number 1: J.C. Penney Optical - last year I had my eyes checked and bought new glasses at J.C. Penney Optical. This was the second time I decided to use them. The first time, I has a very good customer experience and bought glasses without pressure to pay a fortune for things I didn't want or need. This time, the buying experience was good again.
However, I paid for insurance on my lenses so that I could have them replaced if they got scratched or damage, so when that happened around the first of this year, I took them back and asked to have them either repaired or replaced. The women who were on duty were trying to deal with lots of customers. It was obvious they needed more help. I dutifully waited until I could get service. The sales person was nice, but distracted. She said she would send the glasses back to the lab and call me when the lab had an answer about what they could do.
Several weeks later, I hadn't heard anything about my glasses, so I called. The person who answered my call had no idea what I was talking about and asked me to call back when the optical department manager was in. I kept calling back. The optical department manager wasn't in each time I called. I finally got her. She said she would check on my glasses and call me back. Some time later, she called back and said the glasses should be shipped to the Mobile store within that week. I called back several times and finally was told the glasses had come in. I went to get them on a Friday. The frames weren't the same. The glasses didn't have Transition lenses. The glasses made my vision blurry. But the sales person assured me they were my glasses and that I should go home and wear them for a few days. I went home, tried again, got sick to my stomach, and took the glasses back the very next day to complain. They weren't my glasses. The girl who took them said she would leave a message with the manager. I wrote the message - explaining the mistake. Since then, I have called, gone to the store and done everything in my power to get them to either give me the right glasses or give me my money back. The last time I was in, I was told by the clerk that I had to get permission to get a refund on my glasses. She was too busy talking on the phone to someone and laughing it up to treat my problem with any concern.
My next step... I think I'll write to the CEO of J.C. Penney and complain. But first, I'll blog.
Incident number 2: Abebooks.com - I ordered a text book I needed for teaching my Marketing Management Class at Spring Hill. I ordered expedited shipping (2-4 days) and was charged about three or four dollars more for it ($7.99 to be exact). I just got notice from Abebooks and from "The Book Place" that the order had shipped, but the shipping notice said it was shipped standard mail (4 - 10 days). So I emailed them back and said I had paid for expedited shipping. I got a reply that made no sense. "We are sorry you haven't received your book yet. If..." Nothing about my payment for expedited shipping, or graciously saying they would refund the difference. That's the last time I'll shop on Abebooks.com and I'll be sure NOT to recommend the site to any students, professors, peers, friends... you get the picture.
I guess companies don't bother to explain to employees that in lean economic times, the employee's job and the future of the company may very well rest on customer satisfaction and customer retention. And the employees obviously don't give a hoot about customer satisfaction once the customer has been fleeced out of the bucks.
So we must hold a funeral for customer service. It's dead. Though I don't think it's buried yet.
March 12th - Addendum: The latest from Abebooks.com and The Book Place... I received an email saying that the notification template that was used was wrong and that my order had been shipped per my payment and request for expedited shipping. So we have closed the book on this one, I hope and I'll be expecting to get the book soon. One thing I can say about the customer service for these two providers, they do answer email quickly. And that's a good sign! Maybe customer service isn't totally dead. Maybe it can be revived.
(Imagery Marketing Consultants can produce and facilitate custom customer service training programs. Contact Imagery for help in training your employees how to retain customers through excellent service.)
Wednesday, February 24, 2010
AT&T and Verizon: C'mon, boys! Your playground arguments are getting on teacher's nerves!
Okay. So we have "apps and maps" and we have "maps and slaps." Can anyone tell me why we should believe either of these two companies' advertising arguments?
I looked at the two maps that Verizon uses in its advertising and had to laugh. From just looking at the coverage comparison, I really doubted the truth of the commercial! It was just a bit too far fetched to think that AT& T had that many holes in its coverage. I'm an AT&T user and I call all over the United States and get calls from all over the United States. Yes, there are areas where call strength might not be the best, but I've also talked to Verizon customers who have the same problem.
And AT&T, just because I'm your customer doesn't mean I like your pouty little comeback to Verizon's maps. Your commercials and spokesperson sound like a whiney baby. And I dislike whiney babies in business!
In fact, I don't like either company's advertising strategy! I like the "Now Network" strategy that Sprint is using. Sprint isn't talking bad about the competition. They are talking good about themselves, and throwing in a little humor to grab my attention.
I thought the objective of advertising was to tout the benefits of your product to the consumer, not give your competition face time on your dime. Especially the mean way these two companies are going at it. The commercials aren't even funny! And the differentiation of any wireless brand is questionable these days. The only difference I can see is customer service, and I'm convinced AT&T still has the best. That's the reason I'm sticking with them.
Progresso abandoned its attacks on Campbell's in favor of its current ad strategy, the "string-and-can phone inquiries" which are extremely humorous, get my attention and promote the benefits of the Progresso brand and products. I've actually started buying some Progresso soups, which is a big change since I've always been a "Campbell's soup kid."
So AT&T and Verizon, stop acting like children and tell me what's great about your product in an interesting way!
I looked at the two maps that Verizon uses in its advertising and had to laugh. From just looking at the coverage comparison, I really doubted the truth of the commercial! It was just a bit too far fetched to think that AT& T had that many holes in its coverage. I'm an AT&T user and I call all over the United States and get calls from all over the United States. Yes, there are areas where call strength might not be the best, but I've also talked to Verizon customers who have the same problem.
And AT&T, just because I'm your customer doesn't mean I like your pouty little comeback to Verizon's maps. Your commercials and spokesperson sound like a whiney baby. And I dislike whiney babies in business!
In fact, I don't like either company's advertising strategy! I like the "Now Network" strategy that Sprint is using. Sprint isn't talking bad about the competition. They are talking good about themselves, and throwing in a little humor to grab my attention.
I thought the objective of advertising was to tout the benefits of your product to the consumer, not give your competition face time on your dime. Especially the mean way these two companies are going at it. The commercials aren't even funny! And the differentiation of any wireless brand is questionable these days. The only difference I can see is customer service, and I'm convinced AT&T still has the best. That's the reason I'm sticking with them.
Progresso abandoned its attacks on Campbell's in favor of its current ad strategy, the "string-and-can phone inquiries" which are extremely humorous, get my attention and promote the benefits of the Progresso brand and products. I've actually started buying some Progresso soups, which is a big change since I've always been a "Campbell's soup kid."
So AT&T and Verizon, stop acting like children and tell me what's great about your product in an interesting way!
Wednesday, January 20, 2010
2010 With A Bang! Robertson vs. Christianity?
Well, 2009 went fast! And updating the old Phlog wasn't possible with everything that was going on... helping clients through the economic wasteland, teaching future communications and marketing professionals how to think strategically, taking care of family and pet, and trying to keep the financial wheels on the track for a small Lutheran congregation.
But excuses aside! We're in 2010 and I still have some of the same obligations. However, a discussion about Pat Robertson's comments on the earthquake that devastated Haiti took place at our church this morning and gave me good reason to sharpen up my "pencil" and blog.
Pat Robertson does not speak for the entire Christian church on earth! As a Christian, I resent what he said about "God's punishment of Haiti" and I'm sure there are a majority of Christians out there who feel the same. In fact, I found one comment on the New York Times web site that said what I feel. God is really at work in the charity of nations, organizations and people who are contributing to the relief efforts to help the people of Haiti.
God is also at work in the miracles that have taken place there. I have a friend who has family in Haiti. He reported the other day that the members of his family who are still on the island were safe, pulled from the rubble alive, and who thanked God for it. He believes that this is a miracle. So do I. His entire U.S. family has been praying since the earthquake hit, and they believe in the power of prayer and point to this "miracle" as proof.
The Wall Street Journal reported today that a new-born child, just 15 days old, was pulled from the rubble alive, having survived "nearly half her life without food or water amid the ruins." (Wall St. Journal, January 20, 2010, 1:41 p.m.; by Christopher Rhoads & Michael M. Phillips; http://online.wsj.com/)
What a miracle!
These "miracles" are evidence of God at work in a world that men have messed up!
Pat Robertson... well, God bless him; maybe some day he'll learn that the Christian God is a God of mercy. That's what makes the Christian God different from all others.
But excuses aside! We're in 2010 and I still have some of the same obligations. However, a discussion about Pat Robertson's comments on the earthquake that devastated Haiti took place at our church this morning and gave me good reason to sharpen up my "pencil" and blog.
Pat Robertson does not speak for the entire Christian church on earth! As a Christian, I resent what he said about "God's punishment of Haiti" and I'm sure there are a majority of Christians out there who feel the same. In fact, I found one comment on the New York Times web site that said what I feel. God is really at work in the charity of nations, organizations and people who are contributing to the relief efforts to help the people of Haiti.
God is also at work in the miracles that have taken place there. I have a friend who has family in Haiti. He reported the other day that the members of his family who are still on the island were safe, pulled from the rubble alive, and who thanked God for it. He believes that this is a miracle. So do I. His entire U.S. family has been praying since the earthquake hit, and they believe in the power of prayer and point to this "miracle" as proof.
The Wall Street Journal reported today that a new-born child, just 15 days old, was pulled from the rubble alive, having survived "nearly half her life without food or water amid the ruins." (Wall St. Journal, January 20, 2010, 1:41 p.m.; by Christopher Rhoads & Michael M. Phillips; http://online.wsj.com/)
What a miracle!
These "miracles" are evidence of God at work in a world that men have messed up!
Pat Robertson... well, God bless him; maybe some day he'll learn that the Christian God is a God of mercy. That's what makes the Christian God different from all others.
Friday, September 4, 2009
A 60-Second Introduction to SEO
Hello. I am Ernie Schwarcz, and I am very proud of having been invited by Pat to be a guest phlogger and to occasionally share some Search Engine Optimization (SEO) insights and experiences with you.
Before I start, here are a few remarks (since we don’t know each other yet). First, I will assume that you have at least some basic SEO knowledge. If you are a total beginner (don’t worry, at one point we all were!), you’re welcome to refer to my introductory SEO articles on my own website. Here’s the link: www.seotrump.com/seo_articles.php
Second, I’ll try to keep my content professional but the style lighthearted. After all, SEO is great if it works, but can be quite technical on the bumpy road to success. Therefore, I’ll try to cite simple yet vivid examples and real-life comparisons.
Finally, you are welcome and encouraged to comment or criticize. The give and take of a discussion makes these topics even more interesting.
Let’s get started. First, a very simplified overview you can consider a 49-line (I counted!) crash course:
We all know that On-Page ( = Organic) SEO is the science of structuring, writing and programming a website in such a way that search engines will place the site high in their search results (for the desired keywords). This is my definition; Wikipedia’s you can find here: http://en.wikipedia.org/wiki/Search_engine_optimization. To this end, the search engines (to simplify matters, let’s take Google) frequently “crawl” millions of websites in order to register their content, HTML and other site “makeup”. Then Google files some of what it found. After every new crawl, that information usually gets updated in its databases.
When a web user searches for a given keyword or search term, such as “Montreal SEO Services” (I wonder where I got this example from …), Google compares this search term with all the information it has collected and pre-sorted from all similar and comparable sites. Then it very quickly sorts the information and displays on its search results thousands of websites most important in relation to “Montreal SEO Services” – most relevant websites first. Of course, every website wants to be first because first ranked, first clicked, first to get the opportunity.
For easier understanding, here is an example from real life. Let’s assume Jane Doe walks into her local library looking for books. The librarian will retrieve books for her based on the subject she chooses, but if Jane’s subject is too general, she’ll be asked for clarification. In other words, she’ll have to narrow down her topic. Initially, Jane is inexplicably shy. But eventually she tells the librarian that she is looking for books on bad marriages, good poison, and outstanding criminal lawyers. Now we are talking, and a successful search can be done within minutes.
A search engine is not a librarian and has no idea what you really want when you type in a general expression. But what a search engine will do is compare the search query to the information in their databases, find the contents which most closely match the requested information, and then rank them in order of importance, or relevance, whereby the most relevant contents are displayed first.
And these contents (as mentioned, they regularly are collected by the search engines) are simply what web designers or webmasters have written into their web sites, either explicitly in the copy, the HTML code, or - implicitly - as a set of logical connections, by way of internal and external links to the individual web pages.
So it doesn't take a rocket scientist to figure out that the better designed and written a web site, the more relevant its content will be for the search engines for certain keywords or search terms. Increased relevance will, in turn, rank the site higher on the search engines' results pages for those terms.
How does Google determine what is “relevant”? Great question. The answer is: it has its own set of hundreds of very complex mathematical and logical rules, aka algorithms. Of course, we would all love to know these rules as they would guarantee top Search Engine Results Positions (SERPs) at all times. Alas, no-one knows for sure since Google guards its algorithms like the vaults of Fort Knox (and, to boot, often modifies and even changes them to keep us on our toes).
Well, not quite. The general principles are more or less known, and Google itself publishes some general guidelines. What is not known is the exact weight Google attaches to each of those rules and in which precise combination they are most effective. Add to this the fact that Yahoo and Bing have different criteria and algorithms, and you can imagine how difficult it is to optimize a website to satisfy all the Search Engines’ criteria.
Welcome to the complex world of SEO!
This was a lengthy introduction and future phlogs will be much shorter (promise!), but once you’ve read the above, future tips and pointers (to follow, unless Pat ejects me) will suddenly become quite common-sense and logical.
Ernie Schwarcz is President of SEO Trump Consultant Company in Montreal, Canada. SEO Trump Consulting is a Web Design & SEO Services Company specializing in high-quality yet affordable Web & SEO Services. Services are offered to US, Canadian and International clients in a a number of languages, including English, French, German, Chinese, Spanish, and Hungarian.
Before I start, here are a few remarks (since we don’t know each other yet). First, I will assume that you have at least some basic SEO knowledge. If you are a total beginner (don’t worry, at one point we all were!), you’re welcome to refer to my introductory SEO articles on my own website. Here’s the link: www.seotrump.com/seo_articles.php
Second, I’ll try to keep my content professional but the style lighthearted. After all, SEO is great if it works, but can be quite technical on the bumpy road to success. Therefore, I’ll try to cite simple yet vivid examples and real-life comparisons.
Finally, you are welcome and encouraged to comment or criticize. The give and take of a discussion makes these topics even more interesting.
Let’s get started. First, a very simplified overview you can consider a 49-line (I counted!) crash course:
We all know that On-Page ( = Organic) SEO is the science of structuring, writing and programming a website in such a way that search engines will place the site high in their search results (for the desired keywords). This is my definition; Wikipedia’s you can find here: http://en.wikipedia.org/wiki/Search_engine_optimization. To this end, the search engines (to simplify matters, let’s take Google) frequently “crawl” millions of websites in order to register their content, HTML and other site “makeup”. Then Google files some of what it found. After every new crawl, that information usually gets updated in its databases.
When a web user searches for a given keyword or search term, such as “Montreal SEO Services” (I wonder where I got this example from …), Google compares this search term with all the information it has collected and pre-sorted from all similar and comparable sites. Then it very quickly sorts the information and displays on its search results thousands of websites most important in relation to “Montreal SEO Services” – most relevant websites first. Of course, every website wants to be first because first ranked, first clicked, first to get the opportunity.
For easier understanding, here is an example from real life. Let’s assume Jane Doe walks into her local library looking for books. The librarian will retrieve books for her based on the subject she chooses, but if Jane’s subject is too general, she’ll be asked for clarification. In other words, she’ll have to narrow down her topic. Initially, Jane is inexplicably shy. But eventually she tells the librarian that she is looking for books on bad marriages, good poison, and outstanding criminal lawyers. Now we are talking, and a successful search can be done within minutes.
A search engine is not a librarian and has no idea what you really want when you type in a general expression. But what a search engine will do is compare the search query to the information in their databases, find the contents which most closely match the requested information, and then rank them in order of importance, or relevance, whereby the most relevant contents are displayed first.
And these contents (as mentioned, they regularly are collected by the search engines) are simply what web designers or webmasters have written into their web sites, either explicitly in the copy, the HTML code, or - implicitly - as a set of logical connections, by way of internal and external links to the individual web pages.
So it doesn't take a rocket scientist to figure out that the better designed and written a web site, the more relevant its content will be for the search engines for certain keywords or search terms. Increased relevance will, in turn, rank the site higher on the search engines' results pages for those terms.
How does Google determine what is “relevant”? Great question. The answer is: it has its own set of hundreds of very complex mathematical and logical rules, aka algorithms. Of course, we would all love to know these rules as they would guarantee top Search Engine Results Positions (SERPs) at all times. Alas, no-one knows for sure since Google guards its algorithms like the vaults of Fort Knox (and, to boot, often modifies and even changes them to keep us on our toes).
Well, not quite. The general principles are more or less known, and Google itself publishes some general guidelines. What is not known is the exact weight Google attaches to each of those rules and in which precise combination they are most effective. Add to this the fact that Yahoo and Bing have different criteria and algorithms, and you can imagine how difficult it is to optimize a website to satisfy all the Search Engines’ criteria.
Welcome to the complex world of SEO!
This was a lengthy introduction and future phlogs will be much shorter (promise!), but once you’ve read the above, future tips and pointers (to follow, unless Pat ejects me) will suddenly become quite common-sense and logical.
Ernie Schwarcz is President of SEO Trump Consultant Company in Montreal, Canada. SEO Trump Consulting is a Web Design & SEO Services Company specializing in high-quality yet affordable Web & SEO Services. Services are offered to US, Canadian and International clients in a a number of languages, including English, French, German, Chinese, Spanish, and Hungarian.
Thursday, August 13, 2009
Guest Blogger: APRs take PR to Heroic Proportions
Our guest "Phlogger" this week is Michael Tullier, APR, director of external relations for the Auburn University College of Education.
It doesn’t take a superhero to fend off reporters and save the CEO in distress, but in today’s fast-paced world of public relations, there is a group of professionals with the demonstrated “powers” needed to be successful. Some mild-mannered, some daring – but all equipped with the knowledge, skills and abilities demanded of the public relations profession – these professionals certainly don’t keep their Accredited in Public Relations identity a secret.
Professionals don’t earn their APR through exposure to the yellow sun or the bite of a radioactive spider. Each builds on book smarts and practical experience and approaches the process with different expectations. But since “deliverables” in our profession are critical, pursuing Accreditation results in power-packed benefits for professionals, employers and the profession as a whole.
Combining introspection and education. Accredited professionals have reported through surveys that the APR process is reflective, introspective and knowledge-expanding. And while we celebrate those employers who require the APR as a requisite for employment or financially reward those who achieve this milestone, a vast majority of APRs find contentment in the personal rewards Accreditation offers. Through a process that 96 percent of APRs surveyed find valuable, 96 percent would recommend to a colleague, and 93 percent feel assessed the skills needed to succeed in the profession, APRs acknowledge the credential for building confidence and credibility while expanding their knowledge content.
Gaining marketplace credibility. Accreditation is not a new concept to corporate America. Manufacturers, educational institutions, medical facilities and the like seek the integrity that comes with their industry’s or discipline’s accrediting endorsement. Should it not make sense that companies would seek the same in their hiring practices? Consider that the human resource industry itself has, not one, but two distinct accrediting levels for human resource professionals. Accredited public relations professionals demonstrate their commitment to mastering – and continuing to develop – the knowledge, skills and abilities, or KSAs, desired by today’s employers. The APR credential also helps employers clearly and effectively evaluate one’s qualifications when compared to applicants from other professions who see public relations as a chance to “try something new” or to take their career “in a new direction.”
Defining the profession. The Accreditation process benefits our profession by bringing structure and definition to it. As part of the Universal Accreditation Board’s 2003 effort to redesign the APR process, APR leaders sought a better understanding of what our profession entails and what it takes to be successful in today’s PR environment. And guess what? It didn’t reveal necessary characteristics like “being a people person.” It created clear delineations between the tactical and strategic practice levels, emphasized the professional’s counselor role, and clarified that public relations doesn’t “just happen” – it is a deliberate, ethically based executive function with measurable results.
Accreditation in Public Relations has prepared – and continues to prepare – professionals to lead by example in our industry and in our associations. Within the nine participating organizations of the Universal Accreditation Board, you’ll find within these associations’ top volunteer and paid leadership levels Accredited professionals equipped to advance the opportunities for their fellow professionals and our profession. As a result, those who have demonstrated an intricate understanding of our profession and their own professional practice are imminently qualified to see our industry into the coming decades.
I’m not suggesting that “APR” comes emblazoned on its own red-and-blue spandex outfit, part of a gadget-ridden utility belt or with powers sufficient to gain you a title role on NBC’s Heroes. What it does, however, is empower professionals in a manner each finds befitting their personal, professional and volunteer expectations. For professionals eager to distinguish themselves in today’s marketplace, Accreditation in Public Relations offers a means of garnering positive attention and that “second glance” in a way that wearing a cape to work never will.
Power up today at www.praccreditation.org.
Michael Tullier, APR, is director of external relations for the Auburn University College of Education in Auburn, Ala. An award-winning public relations professional with more than 15 years of experience as an organization’s chief public relations counsel and spokesperson, Michael achieved accreditation in 2003. Tullier served as chair of the Universal Accreditation Board in 2008 and is its current immediate past chair. During his UAB tenure, which began in 2005, he has represented both the Public Relations Society of America (PRSA) and Southern Public Relations Federation (SPRF).
It doesn’t take a superhero to fend off reporters and save the CEO in distress, but in today’s fast-paced world of public relations, there is a group of professionals with the demonstrated “powers” needed to be successful. Some mild-mannered, some daring – but all equipped with the knowledge, skills and abilities demanded of the public relations profession – these professionals certainly don’t keep their Accredited in Public Relations identity a secret.
Professionals don’t earn their APR through exposure to the yellow sun or the bite of a radioactive spider. Each builds on book smarts and practical experience and approaches the process with different expectations. But since “deliverables” in our profession are critical, pursuing Accreditation results in power-packed benefits for professionals, employers and the profession as a whole.
Combining introspection and education. Accredited professionals have reported through surveys that the APR process is reflective, introspective and knowledge-expanding. And while we celebrate those employers who require the APR as a requisite for employment or financially reward those who achieve this milestone, a vast majority of APRs find contentment in the personal rewards Accreditation offers. Through a process that 96 percent of APRs surveyed find valuable, 96 percent would recommend to a colleague, and 93 percent feel assessed the skills needed to succeed in the profession, APRs acknowledge the credential for building confidence and credibility while expanding their knowledge content.
Gaining marketplace credibility. Accreditation is not a new concept to corporate America. Manufacturers, educational institutions, medical facilities and the like seek the integrity that comes with their industry’s or discipline’s accrediting endorsement. Should it not make sense that companies would seek the same in their hiring practices? Consider that the human resource industry itself has, not one, but two distinct accrediting levels for human resource professionals. Accredited public relations professionals demonstrate their commitment to mastering – and continuing to develop – the knowledge, skills and abilities, or KSAs, desired by today’s employers. The APR credential also helps employers clearly and effectively evaluate one’s qualifications when compared to applicants from other professions who see public relations as a chance to “try something new” or to take their career “in a new direction.”
Defining the profession. The Accreditation process benefits our profession by bringing structure and definition to it. As part of the Universal Accreditation Board’s 2003 effort to redesign the APR process, APR leaders sought a better understanding of what our profession entails and what it takes to be successful in today’s PR environment. And guess what? It didn’t reveal necessary characteristics like “being a people person.” It created clear delineations between the tactical and strategic practice levels, emphasized the professional’s counselor role, and clarified that public relations doesn’t “just happen” – it is a deliberate, ethically based executive function with measurable results.
Accreditation in Public Relations has prepared – and continues to prepare – professionals to lead by example in our industry and in our associations. Within the nine participating organizations of the Universal Accreditation Board, you’ll find within these associations’ top volunteer and paid leadership levels Accredited professionals equipped to advance the opportunities for their fellow professionals and our profession. As a result, those who have demonstrated an intricate understanding of our profession and their own professional practice are imminently qualified to see our industry into the coming decades.
I’m not suggesting that “APR” comes emblazoned on its own red-and-blue spandex outfit, part of a gadget-ridden utility belt or with powers sufficient to gain you a title role on NBC’s Heroes. What it does, however, is empower professionals in a manner each finds befitting their personal, professional and volunteer expectations. For professionals eager to distinguish themselves in today’s marketplace, Accreditation in Public Relations offers a means of garnering positive attention and that “second glance” in a way that wearing a cape to work never will.
Power up today at www.praccreditation.org.
Michael Tullier, APR, is director of external relations for the Auburn University College of Education in Auburn, Ala. An award-winning public relations professional with more than 15 years of experience as an organization’s chief public relations counsel and spokesperson, Michael achieved accreditation in 2003. Tullier served as chair of the Universal Accreditation Board in 2008 and is its current immediate past chair. During his UAB tenure, which began in 2005, he has represented both the Public Relations Society of America (PRSA) and Southern Public Relations Federation (SPRF).
Tuesday, July 21, 2009
Guest Blogger: What is Web 2.0? Interactivity and Social Networking are taking over!
Our Guest "Phlogger" this week is Deborah Geiger, APR, of Content Fresh LLC
Are you running Web 2.0? A dramatic shift has occurred worldwide on the Internet that will impact your business whether you follow it or not.
Web sites of the last century were diverse, and one common characteristic was that content was driven by the corporation. Polished and informative brochure-style sites contained loads of information on company history, products, purchase information, and other static business information and resources. Researchers from institutions, marketing and sales divisions of corporations and information sources loaded the Internet with information and valuable content.
The new Internet, or Web 2.0, is driven by individuals.
A Wikipedia definition: "Web 2.0" refers to what is perceived as a second generation of web development and web design. It is characterized as facilitating communication, information sharing, interoperability, user-centered design and collaboration on the World Wide Web. It has led to the development and evolution of web-based communities, hosted services, and web applications. Examples include social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies.
[Citation: Web 2.0. (2009, July 10). In Wikipedia, The Free Encyclopedia. Retrieved 10:14, July 10, 2009, from http://en.wikipedia.org/w/index.php?title=Web_2.0&oldid=301344373]
While companies are still posting and adding content in scores, the change is in the fact that the majority of what people say online is no longer managed by corporations or their staff. Millions of people share information daily on social networking sites, such as Facebook (over 5 million members) and Twitter. In fact research shows that searches for social networking has FINALLY surpassed porn!
“According to Bill Tancer, Hitwise's general manager of global research, Web searches for social networking sites have finally surpassed searches for pornography.” [Source: Gina Hughes: The Techie Diva, blog, Yahoo Tech!, Tue Sep 16, 2008 7:39PM EDT]
By enabling and allowing information sharing and collaboration, the Web has become a shared “application” where the content begins with PEOPLE, not business or companies. Smart companies are joining in the conversation by adding corporate blogs, joining Twitter, Facebook, MySpace and more.
Leading edge are letting their customers post actual messages and receive feedback in real-time on their sites. It takes guts to allow your customers to post their true feelings about your products on your Web site, but the companies that do this are seen as sincere, honest and businesses where you will want to spend your money! Are you ready to give it a try?
–Deborah York Geiger, APR, owner of Content Fresh LLC, maintains a blog at www.geigerpoint.wordpress.com. With 20 years experience in marketing, public relations and business, Deborah writes about technology for business professionals. For more information, visit www.myfreshcontent.com.
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SPRF (Southern Public Relations Federation) is conducting a survey about use of social networks. If you are an SPRF member and have not taken the survey, please use the link below and take part. And if you do not belong to SPRF, please take the survey anyway. Here's a link: http://www.surveymonkey.com/s.aspx?sm=6V1DTiyALEIcBDa6IIdTbA_3d_3d
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Check out this link! http://www.buffalonews.com/145/story/751819.html
It will take you to a story on the benefits of using a virtual ad agency. Imagery Marketing & Research Consultants, Inc. is a virtual agency... And we would love your business! We've got years of experience and loads of expertise. Check us out at http:www.imagerymarketing.com
Are you running Web 2.0? A dramatic shift has occurred worldwide on the Internet that will impact your business whether you follow it or not.
Web sites of the last century were diverse, and one common characteristic was that content was driven by the corporation. Polished and informative brochure-style sites contained loads of information on company history, products, purchase information, and other static business information and resources. Researchers from institutions, marketing and sales divisions of corporations and information sources loaded the Internet with information and valuable content.
The new Internet, or Web 2.0, is driven by individuals.
A Wikipedia definition: "Web 2.0" refers to what is perceived as a second generation of web development and web design. It is characterized as facilitating communication, information sharing, interoperability, user-centered design and collaboration on the World Wide Web. It has led to the development and evolution of web-based communities, hosted services, and web applications. Examples include social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies.
[Citation: Web 2.0. (2009, July 10). In Wikipedia, The Free Encyclopedia. Retrieved 10:14, July 10, 2009, from http://en.wikipedia.org/w/index.php?title=Web_2.0&oldid=301344373]
While companies are still posting and adding content in scores, the change is in the fact that the majority of what people say online is no longer managed by corporations or their staff. Millions of people share information daily on social networking sites, such as Facebook (over 5 million members) and Twitter. In fact research shows that searches for social networking has FINALLY surpassed porn!
“According to Bill Tancer, Hitwise's general manager of global research, Web searches for social networking sites have finally surpassed searches for pornography.” [Source: Gina Hughes: The Techie Diva, blog, Yahoo Tech!, Tue Sep 16, 2008 7:39PM EDT]
By enabling and allowing information sharing and collaboration, the Web has become a shared “application” where the content begins with PEOPLE, not business or companies. Smart companies are joining in the conversation by adding corporate blogs, joining Twitter, Facebook, MySpace and more.
Leading edge are letting their customers post actual messages and receive feedback in real-time on their sites. It takes guts to allow your customers to post their true feelings about your products on your Web site, but the companies that do this are seen as sincere, honest and businesses where you will want to spend your money! Are you ready to give it a try?
–Deborah York Geiger, APR, owner of Content Fresh LLC, maintains a blog at www.geigerpoint.wordpress.com. With 20 years experience in marketing, public relations and business, Deborah writes about technology for business professionals. For more information, visit www.myfreshcontent.com.
**************
SPRF (Southern Public Relations Federation) is conducting a survey about use of social networks. If you are an SPRF member and have not taken the survey, please use the link below and take part. And if you do not belong to SPRF, please take the survey anyway. Here's a link: http://www.surveymonkey.com/s.aspx?sm=6V1DTiyALEIcBDa6IIdTbA_3d_3d
**************
Check out this link! http://www.buffalonews.com/145/story/751819.html
It will take you to a story on the benefits of using a virtual ad agency. Imagery Marketing & Research Consultants, Inc. is a virtual agency... And we would love your business! We've got years of experience and loads of expertise. Check us out at http:www.imagerymarketing.com
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