…my journey through Integrated Strategic Communication

Blogging for class April 26, 2011

Filed under: ISC Topics — katrinaheath @ 3:32 pm

Well it looks like I’ve made it, so I thought it would be important for me to share some blogging tips with all of you! If you choose to take this class, I think these tips will be worthwhile.

Image from bookblogs.com

Okay…where do I begin?

1. Please, please, please come to class. You will not make it if you don’t.

2. Use your resources…the book is available for a reason and sneek a peek of your peers blogs.

3. Stay on top of things. Time is of the essence. If you get behind…you will NOT catch back up! Follow the course calendar…it’s there for a reason

4. Don’t ask dumb questions…Dr. McArthur will make you feel even dumber. LOL. No honestly he expects you to try to figure the answer out for yourself. That’s what you will have to do in the real world.

5. Study, study, study…and just when you think you done enough…study some more.

6. Be creative!!!

7. Oh and now that I’ve scared you from ever considering this class…HAVE FUN AND ENJOY BLOGGING.


Integrated Strategic Communication

Filed under: ISC Topics — katrinaheath @ 3:20 pm

Hmmm…where do I begin because I’ve definitely learned a lot. Let me reflect back on my original post. I said that this was strategic communication:

I know that there is a lot to be learned about strategic communication, but if I had to take a guess at it I would say that it is the efforts an organization makes to increase constructive outcome and marketing with the public, while keeping it as cost friendly as possible.


While I do believe that my original thought is a piece of strategic communication, I left out a huge chunk. I would now define strategic communication as completely understanding the overall goal of the organization and assisting the organization is successfully completing the goals, while maintaining high ethical standards.

I believe that there are many parts to ensuring that the entire process is fulfulled, but overall I would say that is what I’ve learned strategic communication to be. This course has helped me understand the importance of public relations. Often, the individuals who do all the work and make it look pretty stay in the background. This course helped me understand what the people behind the scenes are responsible for. I developed a newfound respect for public relations professionals and truly understand that hardwork and dedication is needed to be successful in the field. It is all about learning how to be honest, open, and consistent…while attempting to be strategic at the same time.

Blogging was a new world for me. I have read many blogs, but have never created one of my own. This course helped me develop better editing skills. I believe my writing has always been pretty good, but I never valued the importance of editing. I now know that editing is actually more important than writing. This course will help all of us adapt to a field that is very fast pace.

Most importantly, I learned that PROCRASTINATION is a very bad idea when it comes to this field!!! 🙂


Integrated Marketing Communication

Filed under: ISC Topics — katrinaheath @ 2:59 pm

Product placement:

This has been very common in movies, television shows, and music videos…it is being advertised all around us. Product placement seems to be the life of the party. I remember when a restaurant was advertised before product placement, it would be a company that nobody has ever heard of. It is common to see a box of fries now that are actually from McDonalds. I believe product place is related to all aspects of pr, marketing, and advertising. Primarly because the company knows that the movie will be watch and that people will obviously want to eat at McDonalds because it appears to be in demand in the movie. They are attempting to sell their products and the movie just provides the avenue for them to do it. Particularly in this movie (Fifth Element) McDonalds is still relevant although this movie was meant to define the future.

Brand faces:

Fifty Cent definitely made a name for himself when he signed a deal with Vitamin Water. I don’t believe Vitamin Water was that popular before Fifty Cent came aboard. Now everytime somebody buys Vitamin Water they automatically think about Fifty Cent and how he’s in excellent shape. In fact, he really got in better shape after signing the deal. This definitely relates to all three. They are attempting to sell the product by recognizing that Fifty Cent has many fans. They know that people will pay attention to the Vitamin Water advertisement when they see Fifty Cent’s face linked to it. It’s an excellent way to reach the market.


This is the face of football. Everybody knows that this represents the National Football League. They know that it will be legit and authentic when they see this logo advertised on clothing. Logos sell products. People definitely look for logos when shopping in general because they want to ensure they are getting the best of the best. Logos have definitely been around for a long time and continues to remain effective when selling products and bringing attention to the organization.



Filed under: Other — katrinaheath @ 2:32 pm

You said 5 days ago:

I love this post. You really made a connection with the class as a whole. I love how you started out mentioning some faults you had. This post definitely shows your progression throughout the semester. It made me think about all the things I’ve learned over the semester. I love how you stated that this gives you something tangible to take away and show to potential employers.

Reply to thread »

Chapter 3: The Art of Communication by Brittani Hunter

You said 5 days ago:

I love how you outlined the communication goals. We converse with each other everyday, yet it’s just something we were born to do. We never received any proper training on how to communicate effectively. You really connected and gave really good examples of communicating the “message.” I love how you ended the post with a question that challenges us to think about the situation.

Reply to thread »

Japan a country in need … by Kobbe

You said 5 days ago:

This is a great post. I like how you started off talking about a friend you used to have that lived in Japan. I was immediately drawn in and wanted to read the rest of the post. You had some really good media included in this post. This just goes to show how quick the media bounces back and forth from one thing to another. As soon as they feel that the topic is no longer relevant they move on to the next thing. It’s important that we continue checking on these countries even after disaster.

Reply to thread »

Chapter 17: Integrated Marketing Communications by bobbyb85

You said 5 days ago:

I love how you make a personal connection in this post. Although this is a Public Relations course, you tied in it very well to business and showed how the two are intertwined. The use of media in this post put the icing on the cake and brought together everything you wrote about in the post. I would just read back through and make sure you get the perfect grammar point. A few words were spelled incorrectly (ie. delivery) first paragraph.

Reply to thread »

Community Relations Chapter 11 by jasonsirmon

You said 6 days ago:

I love the use of quotes from the Bible. I believe it is very effective. This definitely makes us think about what is going on in the society. Many companies genuinely do help out because they want to and feel that it is right, but some people do it just to save face. They don’t really care about what happens to our society as a whole. I would only caution you to be careful with punctuation and make sure you put (?) at the end of your questions. I would also check spelling (you used weather instead of whether).


What about the people (CH.11)

Filed under: Reading Notes — katrinaheath @ 2:18 pm

This chapter was particularly interesting. This chapter
symbolized great importance because I believe it is important to be mindful of
the community. The community ultimately makes the organization. Without the
support of the community, it would be difficult for the organization to
withstand the test of trials. The chapter started off talking about how most
organizations understand that they have an obligation to their communities
(p.220). Philanthropy allows the organization to step outside of itself and
give back to the community that has welcomed them in to do business. If the
organization takes care of the community, in return the community will take
care of them. Word of mouth is an effective publicity tool. Individuals will
spread the news about what the organization has done for them. The good works
won’t go unnoticed and will ultimately help the organization increase business.

I love how this chapter outlined the expectations of the
community and the organization. It is important for the community and the
organization to receive positive reviews. The community that surrounds the
organization can vary widely. The organization has to learn how to adapt to the
community that surrounds it. The community expects wages, employment, and taxes
from resident organizations (p. 224). The book outlines four expectations from
the community:

  1. Appearance – the physical appearance of the
    organization speaks volumes about the community. The community expects to be
    represented well by the organization.
    The community expects for the organization to have a positive
    contribution and also be mindful of the environment. The community expects the organization
    to be mindful of anything that may harm the air.
  2. Participation – the community expects the
    organization to contribute to the overall growth of the community. They should
    be a part of community affairs. They should sponsor programs and contribute to
    programs being sponsored by other organizations that will better the community.
  3. Stability – the community expects an organization
    to provide them with security. They expect companies to grow as the area grows.
  4. Pride – sometimes communities need companies to
    grace them with their presence in an effort to improve the community. They
    expect companies to be proud to call their community home. Communities also
    want to be proud to say that the organization belongs to their community.

Photo courtesy of strategy-business.com

The organization also expects
things from the community. It would only be fair for the organization to hold
the community to standards as well. Organizations expect to be provided with
adequate municipal services, fair taxation, good living conditions for
employees, a good labor supply, and a reasonable degree of support for the
business and its products (p.226). The organization may threaten to leave if
these benefits aren’t met. It may be difficult for communities to provide all
of the benefits to an organization causing them to move to more urban and
readily available areas. It is important for the community to show the
organization some stability. In order for the community and the organization to
create a success story…they must maintain a TRUE partnership.


Seitel, Fraser P. “Community Relations.” The Practice of Public Relations. 11th ed. Upper Saddle River, NJ: Prentice Hall/Pearson, 2011. Print.


Fresh off the Press (CH. 9)

Filed under: Reading Notes — katrinaheath @ 1:45 pm

At one point and time printed media was the hottest public
relations tool available. Organizations were fighting to ensure that they would
be able to obtain a front page headline story. Although newspapers continue to
exist today, organizations don’t have to fight for front page stories because
the Internet allows the media the option of publishing more than one feature
story. The book opens up talking about how the Internet has changed forever the
public relations practice of dealing with the media (p.170). Print media can be
changed, edited, and analyzed before being placed on the shelves. The
difference with uploading information on the internet is that it could be sent
to the wrong person, once it is out it cannot be fully retracted, and it cannot
be changed once it is sent out.

The book talks about attracting publicity. This is really
important in any media relations because a company can write and publish
anything they deem interesting, but if they have nobody to read it then it is
not of great importance. Publicity, through news releases – mostly via email –
and other methods, is eminently more powerful than advertising (p.163). There
is a major difference in publicity and advertising. Learning this was extremely
important. I never thought about the difference among publicity, advertising,
and marketing. The more publicity a company receives, the less control they
have over the message that is portrayed to the public. Publicity can either
make or break an organization. If a company truly gets recognized for their
positive efforts and the media deems that to be more newsworthy, then the more
the company will shine. If the company develops a negative reputation and the
media deems that more newsworthy, then the company will continuously be
publicized as the company with less credibility…no matter how hard they try to
change the image. The media will continue to portray them in a negative light
until something else more newsworthy comes into the picture. Publicity is free,
but the media controls the message (p. 163). They have final say over how often
and what material is released about an organization. Advertising is paid for.
The organization controls the message, content, size, location, frequency, and
targeted audience.

The book outlines Handling Media Interviews 101! I believe
the spokesperson for every organization should be educated on how to
effectively deal with media interviews. It can often appear as though the
person working for a company on a daily basis knows the least amount of
information about the organization. They are often not prepared and typically
dance around the questions that are being asked. According to the book there
are 11 important do’s and don’ts in media interviews. The following are:

  1. Prepare – this will determine the success or
    defeat of the organization. The interviewee must be prepared at all times. It
    would be smart and important to know information about the organization and the
  2. Know your lines – practice makes perfect. Know
    what needs to be said before the question is even asked. Capitalize on the
    bullet points and stick to those.
  3. Relax – the interview should have an easy flow.
    Don’t make it a competition and don’t stress out.
  4. Speak in personal terms – Personalize the
    interview. Speak as though you believe in the organization. Individuals in
    large organizations often feel like a number. Use “I, me, my” in an effort to
    feel at one with the organization.
  5. Welcome the naïve question – the question may
    sound simple to the interviewee, but there may be people who aren’t as
    knowledgeable about the organization. This is the opportunity to draw them in.
  6. Answer question briefly and directly – it’s
    important to be straight to the point. Rambling is not such a good idea. Be
    concise with each question and move on.
  7. Don’t bluff – be open, honest, and straight.
    Everyone will appreciate it more. If you don’t know the answer…just say it.
    Don’t try to beat around the bush.
  8. State facts and back up generalities – offer
    specific data that will back up any general statements or claims made. Facts
    are extremely important
  9. There is no such this as “off the record” – if
    you don’t want it printed…then don’t bother saying it. Interviewers are looking
    for a story. Ultimately, even if they agree to the information being “off the
    record” they will still use the information if it makes for a better story. Or
    they may tell somebody else who will use the information.
  10. Don’t say, “No comment” – that’s a sure way to
    sound 100% guilty. It makes you seem as though you have something to hide. If
    the information must remain confidential…explain why.
  11. Tell the truth – If you tell the truth the first
    time then you won’t have to continue thinking of lies to cover up the ones
    before. Lying takes up too much time and ultimately ruins a company’s
    credibility. Once that it gone…it’s almost impossible to be back.


Who Runs It (CH. 5)?

Filed under: Reading Notes — katrinaheath @ 1:27 pm

This chapter was really interesting. One of the sentences
that stuck out to me the most was at the beginning of the chapter when it read
“it has been said that the only difference between the public relations
director and the CEO is that the latter gets paid more (p. 80).” I’ve always
told all of my friends that I believe upper management is responsible for
looking pretty, while lower management is busy getting the work completed and
packaged perfectly for upper management. At the end of the day, the individual
sitting behind the desk just so happens to be the name that appears on the
front of the document. It’s important to understand who really runs the
company…is it the CEO, the public relations manager, the shareholders, or the people
on the ground floor?

Photo courtesy of jeffbullas.com

It appears to be some confusion about exactly where the
public relations professional belongs in the workplace. Public relations
professionals know exactly how to represent the organization. The can help
establish and maintain the perfect image and coach each department on how to
effectively speak for the organization. Who should ultimately report to the
CEO? I love Warren Buffet’s, the legendary CEO of Berkshire Hathaway,
statements “we can afford to lose money – even a lot of money. But we cannot
afford to lose reputation – even a shred of reputation (p.81).” I believe every
company should live by this statement. If more companies stood by this
statement then they would all be on their way to success. Public relations
professionals help the organization keep a good reputation. The organization as
a whole represents a living system. Public relations represent the mind of the
organization. The book specified how the reporting relationship is not often
done effectively (p. 81). Public relations is often subordinated to
advertising, marketing, legal, or human resources (p.81). The book goes on to
explain why this is not the best scenario. Whereas marketing and advertising
promote the product, public relations promotes the entire organization (p.81).
So then why would they two be intertwined? The product is not the
organization….the product alone does not define the organization. There is so
much more involved. It’s clear that marketing and advertising does not belong
with public relations. I also better understand why at Queens public relations
is part of the Knight School of Communication and marketing/advertising is part
of the McColl School of Business. The public relations professional clearly
needs to report directly to the CEO. The face of the organization and the mind
of the organization should always consult with each other.

This chapter allowed me to reflect back on my Gender and
Communication course. The end of the chapter talked about women and minorities.
Part of the course discussed the Glass ceiling in which we learned was the
understanding of the barriers to career advancement that women face. According
to lecture with Professor Dunn, women hold only 5% of senior managerial and
executive positions in larger companies. The problem with that is the fact that
half of all entry-level management or professional positions are held by women
(Lecture with Dunn). So then what takes place as men and women attempt to climb
the ladder? This chapter identifies the fact that women and minorities are
beginning to make a change in public relations (p. 98). They are starting to
outweigh their male counterparts. The common denominator still holds true. In
2008, a survey reported that the median income for men with five or more years’
experience in the field was $143,700, while the equivalent for women with the
same experience was $91,800 (p.99). The numbers are definitely increasing, but
gender differences are still prevalent.