Social Media And The Ever Changing Public Relations Media Essay

Social Media And The Ever Changing Public Relations Media Essay Throughout the 1990s, according to Pindom (2008) the amount of the world wide websites expanded from 100.000 to more than 160 million websites until today. At this time and age, specialists of public relations are progressively utilize as their main major way of communication, the electronic media. Actually, it is said that online media communication is the most fundamental and essential tool for practitioners of public relations (Phillips, 2000). By this way, the business of PR is forced to employ new technologies for coping effectively with the latest economic, political and sociological realities (Phillips, 2008). The current report aims to examine the impact of social media in the industry of public relations exploring the emergence of the approach of new media and the differences, advantages and disadvantages of traditional and new media channels. Moreover, it will investigate the effects of social media in the PR profession as well as the future of PR within the expanded online media usage. At last but not least, some suggestions for strategies will be made for the benefit of PR due to the continuously changing economic, political and social environment. PR in the era of Social Media One of the most remarkable facts of the 1990s was the explosive expansion of the internet which builded a different form of mass communication given that in 1994 it developed into an effective tool for commercial activity (Hanson, 2007). At that time, internet was just exchanging scientific information in contradiction with today which has transformed into an entire world, as a tool of global communication (Wilcox et al, 2009). Social media didnt actually start with the use of personal computers but it started off with telephones. Homemade electronic devices that could generate tones that were built in order to allow early social media explorers to make free calls and get access to the experimental back end of the telephone system. Ward Christensen was the first to develop electronic Bulletin Board System (BBS) that was opened to the public in 1979. The first BBSs were small servers powered by personal computers attached to a telephone modem, where one person at a time could dial in and get access. BBSs had social discussions on message boards, community-contributed file downloads, and online games. Since the late 1960s the internet existed as a network, but the World Wide Web became publicly available in 1991. By the late 90s Usenet and BBSs were replaced by internet forums that have started growing in popularity. Social media are divided in the following types with the purpose of better understanding their functionality. First, the most influential type is social networking which includes sites such as Facebook, Twitter and MySpace. In this type of sites, people can share content, messages and add friends. Then, another type is Blogs, the most popular tool, which are online interactive journals where the author can share images, text and content from other blogs or websites and allows readers to leave comments. Examples of blogging platforms are WordPress, TypePad and Blogger. Moreover, there are Wikis as for instance Wikipedia, which refers to content created online as a result of multiple users working on the same content, but at different times and from different places. Additionally, Photo sharing, like Flickr and Photobucket, and Video Sharing, like YouTube are sites where people can upload their photos or videos respectively and share them in public. Furthermore, there is Social Bookmar king, for example Digg and Delicious which allow users to share their favorite online content with one another while also creating online bookmarks that the user can refer to in the same way he would a bookmark created offline in his web browser. Finally, there are the Virtual Reality sites, as Second Life, Online Gaming like World of Warcraft.- So, what is exactly a social medium? Social media are media for social interaction, using highly accessible and scalable publishing techniques. As Kaplan and Haenlein (2010) define social media as à ¢Ã¢â€š ¬Ã‚ ¦a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content (p.60). From the definition mentioned above Social Media can be described as dynamic, interactive, searchable, infinite, syndicated, linkable, and reusable, and the reason why it is growing, and becoming so popular among users is the fact that most of it is free, theres a lot of traffic, trust, and knowledge being shared. Millions of people now gather and interact online, track news and make their own.  Therefore the essential reason for using social media is à ¢Ã¢â€š ¬Ã‚ ¦the need for dialogue and open communication. It is a new communication technology that gives the ability to people to interact with each other but most importantly it gives the ability to people to share and publish information through various audiovisual forms (Weisgerber, 2009). Social Media is yet another form of media, and a way to transmit information, but unlike traditional media channels, communication is not top-down and one-way from publisher to reader. Its communication in all directions people are sharing and generating their own content. And, unlike traditional media content, social media content is multimedia linkable text, video, audio, images, even shared comments. The rapid appearance of social media in the public area and the awareness of a powerful online consumer-force have alerted every kind of business all over the world. As consumers increasingly influence each other and share their opinions on brands and products on the internet, businesses are forced to rethink and reorganize marketing and communication strategies in order to keep up with continually changing consumer trends.    New Media VS Traditional Media Once, corporate PR strategies were used to control the message by creating a carefully crafted press release and forwarded to newspapers. Traditional PR does not provide communications to accommodate the fundamental shift in our culture. The attractiveness and development of customer generated news has diminished the strenght of third party credibility. The power of gate keepers has deteriorate due to the staffs cut of electronic and print media and have lessened the news hole size in order to burnish profits. There are no less than fourteen types of emerging/new media consisting of RSS feeds, corporate,video and grass root blogs, collaboration and client wikis, podcasts, technorati tags, webcasts,social media, such as facebook and twitter, and virals. All these forms of new media allow users to interact with one another, and by this way interactivity becomes mainstream(Phillips,2008,p.79). At this time and age, the world is essentially different. News and brand identity are no longer controlled through press releases or carefully composed newspaper articles. Brands are shaped by the audience-and the audience is everyone (Ampofo, 2010). People talk and people listen. Social tools, social media, and social engagement are the utilized methods of communication for many large advertising companies that have populated sites like Facebook and Twitter with brand focused pages and interactive techniques. Globalization and Internet have transformed PR, outlying best practices and providing strategic advice for communicating successfully and internationally (Freitag and Strokes, 2009). Using a variety of techniques, businesses can reach new online audiences and create new marketplaces. As social media moves from buzz word status to a strategic tool, more practitioners are developing skills related to this online communication technology. Everything is moving towards a digital wor ld. It can be said that people, and more specifically young people, dont read books, magazines, newspapers anymore. They are exclusively informed, for what they are interested for, through the Internet. Everything is moving into a digital form, consequently everything is turning digital, exactly like PR. Social Media is no longer a trend, or something to try out.   As Eyrich, Padman, and Sweetser (2010) say it is becoming an integral part of PR programs.   And PR people have to master social media and use them strategically to be effective. Its clear that we are entering the era of Social Media. They are in our everyday life and everything is done through them: Marketing, Advertising, Public Relations. Social Media is empowering people to become the new influencers, and it is forcing PR and marketing professionals to recognize and include these powerful tools in their advertising and marketing communications strategies. In other words, there is plenty of literature discussing the potentiality of social media in influencing public opinion as well as behaviour, still however there are no solid evidence demonstrating the power of this media in achieving what is suspected.The truth is that, there arent many experts, even though there are many actively trying to play the role. The effects of social media in public relations One of the greatest phenomenons of the 21st century is the excessive usage of social media from a diversified audience consisting of a multicultural, multinational, multireligion of every age public. People choose to utilize social networks, such as Facebook, Twitter and Second Life, because of their social and psychological need to interact (Phillips, 2008). Internet becomes more and more addictive and the human need to interrelate grows steadily even more compelling the PR specialists to use new technologies and new communication channels. Companies and businesses should use Social Media and get advantage of the benefits that they provide. The reasons are extended to a wide variety. There are many advantages for public relations to use social media as a tool on a daily basis. First of all, Social Media is insensitive to distance as a topic, need, or interest may be targeted on a global basis, there are no gatekeepers/editors as it is flattened with a one to many, and many to many approaches. Theres a lot of interaction as there is feedback whereas discussions take place, as well as debates, and response to requests by people or machines. There are fewer space and time limitations because there is a large and layered capacity for information. In addition the access costs are low, but the necessary computer programming may be expensive. Another important fact is that Social Media may be customized but also immediate feedback,such as e-mail and online chat rooms, are instant, and at the same time very simple, plus great flexibility in the format is available as multimedia is being used . Social Media provides the advantage of selecting from up to hundreds of social media bookmarks and tags; it also views on-the-fly online performance indicators right from the public relation release. Aids PR practitioners stay aware of what people are saying about the release (e.g. Digg, Technorati). Moreover it views the number of locations the press release is listed in Google, Windows Live and Yahoo! (e.g. PRStats), and assists interaction with visitors who view the news. Finally, it can help in Managing coordinated attacks on brands by activist groups without the campaigns turning into PR nightmares (Crisis Management). Last but not least, lets not forget that PR is about creating relationships. So, social media provide exactly this, through the many tools and application each Social Medium has. Social Media, lead to effective communication, which builds trust and strong relationships with media, bloggers, analysts, influencers, and customers. Also it creates presence; it enhances brand loyalty and extends brand resonance. Public relations practitioners will repeatedly be required to exploit new management communication skills where there might be specific according to the interest, group and/or community. Once upon a time, the strength of media ownership was depending upon the circulation size whereas now it is depended upon the connection in the online community (Phillips, 2008). According to Lydia Graham, President of Graham Associates in San Francsisco, taking as an example the evolution of a press release flow within the internet, it is now considered to be an online web page directly adressed to the consumer who is able to access it at the same time with the journalist impacting the style, content and format. In addition, news release can approach a whole online community; thats why it is no longer one-dimensional. Overall,it can be said that the growth of social media is spreading out whereas the industry of public relations can benefit from this expansion. The world communication structure is being altered and PR must adjust to the framework of the changing environment. Looking at the Future: instead of Conclusion In a nutshell, social media have come a long way since BBS on the late 80s and the launch of the first social networks to the area of Facebook, Twitter and Blogs. Larry Weber, a professional in building global Communications companies including Weber Shandwick Worldwide, suggests that the communications world is dramatically moving in a digital direction and those who understand this transformation will communicate much more effectively than those who do not (Weber, 2007). Social media continues to evolve continually, with major social networks and social media sites making changes and improvements on an almost daily basis, its sure to keep evolving in coming years. Public Relations with the use of Web 2.0 tools can deliver one or many messages. Interaction, immediate reaction and customization are the characteristics of these tools that aid PR practitioners to stay tuned with the publics. Therefore, Blogs can be all of the above and are used within and outside organizations to infor m , effect and generate interest over any subject that concerns the media. As described earlier, the last years social media have become one of the major communication tools of a large number of individuals around the world. Their rapid rise gave companies the opportunity to use them as one of their major public relations, marketing, advertising and promoting tool. They are providing people with a rapid method for communication. They are a  «strategic marketing tool » and provide industries and companies with a simple way for promoting their brand image globally. Social media is a way for building immediate relationships with your customers and maintaining them. Since mobile devices have become the central way of how people communicate with each other, mobile phones for social media networking is the number one future goal. Keeping in mind that today there are more than 500 million Facebook users who are actively signing up to their accounts from not only their PCs but also their mobile phones. This leads to a new era where future will be mobile. With t he increased use of Smartphones such as BlackBerry and Apples iPhone, people are moving towards a mobile and wired web union. If we already have reached the crest, what else is remaining to conquer? Web 2.0 along with blogs is here, and what is coming next is referred to as Web 3.0. Web 3.0 wont only be about reading, and writing but it will also deliver à ¢Ã¢â€š ¬Ã‚ ¦a new generation of business applications that will see business and social computing converge on the same fundamentals as on-demand architecture has for consumer applications. Web 3.0 era will radically change individuals career paths as well as the organizations where they work. Phillips (2000) Online Public Relations 1st edition Pingdom (2010) How we got from 1 to 162 million websites on the internet? [Internet] Available from: Accessed on 28th of December 2010 Kaplan, Anreas M., and Michael L. Haenlein. Users of the World, Unite! The Challenges and Opportunities of Social Media. Web. 20 Nov. 2010. . Ampofo, Lawrence. Proving PR Success in Digital Media. Academic Search Premier. EBSCO, May-June 2009. Web. 19 Nov. 2010. . Eyrich, Nina, Monica L. Padman, and Kaye D. Sweetser. PR Practitioners Use of Social Media Tools and Communication Technology. Academic Search Premier. EBSCO, Nov. 2010. http://web.ebscohost.com/ehost/detail?vid=21hid= 113sid=5ad4b579-1c84-4691-9cd5-6408ef5e022f%40sessionmgr104bdata= JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=aphAN=35326323>.

Alone on a Mountaintop Summary Essay

In â€Å"Alone in a Mountaintop†, an excerpt from Lonesome Traveler (1960), Jack Kerouac describes his journey west as â€Å"a fire lookout†. Jack Kerouac stated that he was â€Å"tired† do city life and sought solitude, so†[he]applied† to be â€Å"a fire lookout† and went west (218). (218) Kerouac started his journey by driving towards the Cascades, followed by taking a â€Å"lift†, riding on a ferry, followed by a tugboat, and climbing with a horse and mule up the northern cascade mountain. He them noted how the further on he traveled the less â€Å"inhabitants† he noticed. After two days of waiting for Andy, the muleskinner, and Assistant Ranger Marty Gohlke, Jack describes how they took the tugboat up †Ross Lake† and started up the mountain with mules packed with enough supplies for sixty-three days and nights on Desolation mountain. Kerouac described how he reacted when they came upon what was to be his summer home and then noted how Andy and Marty helped him set up camp. He then settled into bed for the night. (222-223)  Kerouac noted that he was now alone, Andy and Marty left. He then spent the day cleaning and turned in early to be awoken to the sounds of nature. The job, as Kerouac noted, was to watch out for fires and he noted one storm. Jack felt sympathy for all of the smoke jumpers. He noted that most days were routine. He ate breakfast and radioed in. Kerouac would lay in the meadow and eat around noon, and by nightfall he had gathered his firewood to cook his supper. Kerouac noted that two months had passed. (223-224) Kerouac explained that he discussed that the journey to solitude does not matter where you are; but it’s in one’s mind. (227-228) Jack concluded by noting as he would lead a renewed life, and as he left his summer home he â€Å"turned and blessed† â€Å"the little pagoda on top† of Desolation Mountain which he had come to adore (228). (228)

Alzheimer’s Essay

Alzheimer’s disease is an irreversible, progressive brain disease that slowly destroys memory and thinking skills, and eventually even the ability to carry out the simplest tasks. In most people with Alzheimer’s, symptoms first appear after age 60. Alzheimer’s disease is the most common cause of dementia among older people. Dementia is the loss of cognitive functioning—thinking, remembering, and reasoning—and behavioral abilities, to such an extent that it interferes with a person’s daily life and activities. Dementia ranges in severity from the mildest stage, when it is just beginning to affect a person’s functioning, to the most severe stage, when the person must depend completely on others for basic activities of daily living. What are the stages of Alzheimer’s? There are five stages associated with Alzheimer’s disease: preclinical Alzheimer’s disease, mild cognitive impairment, mild dementia due to Alzheimer’s, moderate dementia due to Alzheimer’s and severe dementia due to Alzheimer’s. 1.Preclinical Alzheimer’s disease Alzheimer’s disease begins long before any symptoms become apparent. This stage is called preclinical Alzheimer’s disease. You won’t notice symptoms during this stage, nor will those around you. This stage of Alzheimer’s can last for years, possibly even decades. Although you won’t notice any changes, new imaging technologies can now identify deposits of a substance called amyloid beta that have been associated with Alzheimer’s disease. The ability to identify these early deposits may be especially important as new treatments are developed for Alzheimer’s disease. 2.Mild cognitive impairment (MCI) due to Alzheimer’s disease People with mild cognitive impairment have mild changes in their memory and thinking ability. These changes aren’t significant enough to affect work or relationships yet. People with MCI may have memory lapses when it comes to information that is usually easily remembered, such as conversations, recent events or appointments. People with MCI may also have trouble judging the amount of time needed for a task, or they may have difficulty correctly judging the number or sequence of steps needed to complete a task. The ability to make  sound decisions can become harder for people with MCI. Not everyone with mild cognitive impairment has Alzheimer’s disease. In some cases, MCI is due to depression or a temporary medical complication. The same procedures used to identify preclinical Alzheimer’s disease can help determine whether MCI is due to Alzheimer’s disease or something else. 3.Mild dementia due to Alzheimer’s disease Alzheimer’s disease is often diagnosed in the mild dementia stage, when it becomes clear to family and doctors that a person is having significant trouble with memory and thinking. In the mild Alzheimer’s stage, people may experience: Memory loss for recent events. Individuals may have an especially hard time remembering newly learned information and repeatedly ask the same question. Difficulty with problem-solving, complex tasks and sound judgments. Planning a family event or balancing a checkbook may become overwhelming. Many people experience lapses in judgment, such as when making financial decisions. Changes in personality. People may become subdued or withdrawn — especially in socially challenging situations — or show uncharacteristic irritability or anger. Decreased attention span and reduced motivation to complete tasks also are common. Difficulty organizing and expressing thoughts. Finding the right words to describe objects or clearly express ideas becomes increasingly challenging. Getting lost or misplacing belongings. Individuals have increasing trouble finding their way around, even in familiar places. It’s also common to lose or misplace things, including valuable items. 4.Moderate dementia due to Alzheimer’s disease During the moderate stage of Alzheimer’s, people grow more confused and forgetful and begin to need help with daily activities and self-care. People with moderate Alzheimer’s disease may: Show increasingly poor judgment and deepening confusion. Individuals lose track of where they are, the day of the week or the season. They often lose the ability to recognize their own belongings and may inadvertently take things that don’t belong to them. They may confuse family members or close friends with one another, or mistake strangers for family. They often  wander, possibly in search of surroundings that feel more familiar and â€Å"right.† These difficulties make it unsafe to leave those in the moderate Alzheimer’s stage on their own. Experience even greater memory loss. People may forget details of their personal history, such as their address or phone number, or where they attended school. They repeat favorite stories or make up stories to fill gaps in memory. Need help with some daily activities. Assistance may be required with choosing proper clothing for the occasion or the weather and with bathing, grooming, using the bathroom and other self-car e. Some individuals occasionally lose control of their urine or bowel movements. Undergo significant changes in personality and behavior. It’s not unusual for people with moderate Alzheimer’s to develop unfounded suspicions — for example, to become convinced that friends, family or professional caregivers are stealing from them or that a spouse is having an affair. Others may see or hear things that aren’t really there. Individuals often grow restless or agitated, especially late in the day. People may have outbursts of aggressive physical behavior. 5.Severe dementia due to Alzheimer’s disease In the severe (late) stage of Alzheimer’s, mental function continues to decline and the disease has a growing impact on movement and physical capabilities. In severe Alzheimer’s, people generally: Lose the ability to communicate coherently. An individual can no longer converse or speak coherently, although he or she may occasionally say words or phrases. Require daily assistance with personal care. This includes total assistance with eating, dressing, using the bathroom and all other daily self-care tasks. Experience a decline in physical abilities. A person may become unable to walk without assistance, then unable to sit or hold up his or her head without support. Muscles may become rigid and reflexes abnormal. Eventually, a person loses the ability to swallow and to control bladder and bowel functions. Treatment: Alzheimer’s disease is complex, and it is unlikely that any one intervention will be found to delay, prevent, or cure it. That’s why current approaches in treatment and research focus on several different aspects, including  helping people maintain mental function, managing behavioral symptoms, and slowing or delaying the symptoms of disease. Maintaining mental function Four medications are approved by the U.S. Food and Drug Administration to treat Alzheimer’s. They may help maintain thinking, memory, and speaking skills, and help with certain behavioral problems. However, these drugs don’t change the underlying disease process, are effective for some but not all people, and may help only for a limited time. Managing Behavioral Symptoms Common behavioral symptoms of Alzheimer’s include sleeplessness, agitation, wandering, anxiety, anger, and depression. Scientists are learning why these symptoms occur and are studying new treatments—drug and non-drug—to manage them. Treating behavioral symptoms often makes people with Alzheimer’s more comfortable and makes their care easier for caregivers. Slowing, Delaying, or Preventing Alzheimer’s Disease Alzheimer’s disease research has developed to a point where scientists can look beyond treating symptoms to think about addressing underlying disease processes. In ongoing clinical trials, scientists are looking at many possible interventions, such as immunization therapy, cognitive training, physical activity, antioxidants, and the effects of cardiovascular and diabetes treatments. Alzheimer’s References http://www.alz.org/alzheimers_disease_what_is_alzheimers.asp http://www.nia.nih.gov/alzheimers/publication/alzheimers-disease-fact-sheet http://www.mayoclinic.org/diseases-conditions/alzheimers-disease/in-depth/alzheimers-stages/art-20048448?pg=1 https://www.alz.org/what-is-dementia.asp http://umm.edu/health/medical/reports/articles/alzheimers-disease

Putting an End to Police Brutality Essay - 699 Words

The police play a vital role in today’s justice system; they are the heroes that catch armed banked robbers, stop kidnappings, and catch murderers that terrorize communities: or at least that is how they are portrayed. While police activities are much more mundane than the public may think, police are given total authority over the public to keep the streets safe. In Steven Lukes’ article, power, he gives a general definition of power as â€Å"the capacity to bring about outcomes† (Lukes 59), but that in actuality, a single definition for â€Å"power† is very controversial. Lukes gives synonyms such as â€Å"authority, influence, coercion, force, violence, manipulation, and strength† (Lukes 59), but chooses his words carefully to reveal the many†¦show more content†¦Results from this study suggest that when people, such as police officers, are given the authority to use whatever force deemed necessary by an authority such as the police depa rtment, they feel justified using their â€Å"power† however they feel. David Lester conducted a study in which he found police officers attain an â€Å"expectation of harm† through their schooling at police academies (Lester 186). Lester found â€Å"shifts in†¦attitudes during both academy training and the period of working† (Lester 186) to officers being less willing to admit to the existence of police brutality. It seems that the departments do not see the occurrences as brutal, but as self-defense. The most famous case of police brutality occurred on the night of March 3rd, 1991, when Rodney King was pulled over by LAPD officers. A video taken of the encounter shows King being savagely beaten by metal batons long after being subdued. The LAPD responded, saying the department had â€Å"inadequate supervisory and management attention†, noting that â€Å"of approximately 1,800 officers against whom an allegation of excessive force or improper tactics was made from 1986 to 1990, more than 1,400 had only one or two allegations. But 183 officers had four or more allegations. Forty-four had six or more, 16 had eight or more, and one had 16 such allegations† (West Valley College). Clearly, a vast majority of police officers abuse their power. 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