Effective Blog Development and Design

       Blogging is a journey of exploration.  To see the strengths and weaknesses of one’s own blog and the components it’s made up of it can be valuable to venture out and learn what is truly great about the world of blogging.  The visual appeal and effectiveness of a blog is determined by its design, content, purpose and audience. Through analyzing my peer’s blogs I have gained alternate perspectives on these components.  Evaluating those findings revealed a basis for exploring ideas that I will consider incorporating into my own blog now and in the future.

While exploring my fellow students’ Blogs I focused on the following four elements: purpose, design, content, and audience.  This was a revealing process during which I discovered what seems to work and what doesn’t.    Overall, one lesson I learned through my examination of my peers’ Blogs was that a Blog can display personal style and voice; however it still needs the aforementioned basic elements to be effective and appealing.  Each of the five Blogs I analyzed provided me with examples of different approaches to the same task which was creating a communication focused portfolio.

The first blog I analyzed was Theresa Horne’s (2010) “Global Communication” blog.   The design of Theresa Horne’s (2010) blog was appealing to me because of her wonderful color choices and layout.  It was very easy on the eyes and was without distractions and clutter.  I enjoyed the catchy titles and graphics.  Her catchy titles and graphics were luring and made me want to read her blog articles.  One issue I found was a lack of consistency in theme which made me question the purpose and audience.  Horne (2010) places emphasis on culture, such as art and music, but doesn’t clearly link those aspects of culture to the topic of communication or global communication.   The blog could be strengthened by adding simple connections between the two topics and this would make for a very interesting and current subject for future blogging.  The comparisons of the U.S. and China, for example, are valuable and interesting and would be even more so if the comparison ended with a note about how these examples of differences affect cultural norms and what that communicates about our cultural values.  Some sort of tie in would make the added discussion more relevant to communications.  Making these changes and/or additions would also improve clarification with regard to the purpose and audience and increase the cohesiveness and, therefore, strength of the blog.   

Todd Barraza’s (2010) blog includes terrific pieces of writing and it is very organized.  By adding a portfolio and resume he certainly makes his purpose clear, utilizing his blog as a tool to market himself professionally.  One critique I must make is that I had trouble focusing on his writing with the abundance of white in the design of his blog.  This serves as a reminder of the important role color plays in the visual appeal of a blog.  The white is overpowering and therefore distracting which takes away from his writing.  I would also suggest proofing through his writing for grammar errors.  Although the content is appropriate and well-written, grammar, spelling and punctuation errors can reflect poorly on a writer’s credibility.  This discovery in Barraza’s (2010) blog inspired me to read through my writing and reminded me that although I have a volume of writing samples included in my blog from over the years I still need to ensure that those writing pieces are free of grammar, spelling and punctuation errors, especially since it is likely that I am not the same writer today that I was four years ago when I started my degree.      

On the other hand, Elisa Overstake’s (2010) blog is organized with terrific color and layout choices, and it is very consistent.  She made creative use of the blog text gadget, utilizing it to categorize her writing by course and title.  It is apparent that Overstake (2010) is aware of her target audience and consistent in making choices for that audience.  I was not aware that text gadgets could be used in this manner and I know that my new knowledge of it will benefit me in organizing my own blog to cater to the needs of my audiences as well.  I plan to use this gadget to catalogue my writing in such a way that highlights technical writing samples, media writing samples, public relations-related writing, intercultural communication articles, and articles on communication theory, to name a few.  This is a much cleaner way of allowing my audiences to access specific pieces of writing relevant to their individual needs. 

The first aspect of Patricia Fox’s (2010) blog that appealed to me was her introduction.  It was very fitting for this assignment.  She was clear and direct about the purpose of her blog which was complimented by a clean and organized layout.   When needed, Fox’s (2010) thoughts and/or points are supported well with research and descriptive words that make her writing very enjoyable to read.  Another feature of Fox’s (2010) blog that I appreciate is the side bars that describe her inspiration which humanized her blog.  This taught me that a blog can be functional, professional and personal to some level.  The only change I would make is to double check for consistent messages in the content of the blog.  Videos added in the side bar are not easily recognizable as relevant material.    This could be combated by a brief description to help the audience understand what the relevance of this addition is. 

The layout of Dexter Anderson’s (2010) blog is very appealing, organized and clean.  I enjoy the faded white color and serine backdrop combination.  He could benefit from reviewing his profile information and writing pieces for errors to ensure accuracy and to maintain credibility as the author of his blog.  The most valuable lesson I learned from Anderson’s (2010) blog was that it is smart to start small and work your way carefully into the design and content of a blog, especially when entering unfamiliar territory.  Although his blog did not contain many pieces of writing he was taking the process a step at a time and now, a week after my initial review of his blog he displays effective progress in its development.  I have a tendency to rush into adding content rather than carefully organizing and strategizing.  This goes to show that it is good to not only analyze a peer’s blog, but to see the development of it as it progresses over time.      

To develop and design an effective and visually appealing blog it is important to start with an audience and a purpose and then design around that focus.  If a blog is started with clear intentions it is easier to maintain and keep consistent through the design and development process.  Once the intended audience and subject matter is determined elements can be added to a blog that cater to that purpose and audience specifically.  On the subject of design I refer back to my article, “Good Bloggin': A Review of 5 Blogs,” from my Blog, A Perspective (2010):  

From the heading to the footer, the side bar to the comments, organization, color scheme and style all play a significant role in a blogs readability, appeal and impact.  Color, font, font size, and layout will affect what stands out to the reader and what doesn’t.  Attention to such details will manage the focus and highlight what is important within a blog. (Tuenge, 2010) 

Although a blog is often used as a creative voice for its author, the content of a blog should not be neglected with regard to grammar, spelling or citing of sources.  The chosen topics should be researched and well-written in order to maintain credibility as the author of a blog.  It is all of these elements that make an effective blog.

By evaluating my peers I am able to recognize strengths and weaknesses of other blogs as an outside audience member rather than the writer.  Receiving feedback was also a valuable aspect of this assignment.  This provided many examples of tools I can use to strengthen my writing and my blog.  A few specific examples of how I might apply the knowledge I gained from evaluating my peers are as follows: use of blog design gadgets, gearing my blog layout and content for a specific audience, and  For example, in some cases, fellow students have made wonderful use out of the text gadgets to organize their portfolios so that the blog is not simply an archive of work but it in a box to the side can highlight specific writing samples or topics that can easily be pulled out for specific readers.  This would make my blog easier to evaluate by my peers and my professor. 

Another aspect of these evaluations that I can apply to my blog is focusing on my audience.  It is easy to write and write and write on topics I am familiar with, but focusing on the idea of a potential employer viewing my blog as a portfolio changes how I want my blog to be laid out.  I also may want to make certain I leave out too much personal information so that I maintain a professional feel to my blog.  The layout is important because in the event that I was applying for a position in media relations, for example, it would be wise that a potential employer have quick and easy access to those specific pieces of writing rather than having to surf through your blog posts in search of them.

A future addition I may choose to apply to my blog, inspired by Todd Barraza (2010), is adding a resume to my blog page, once relevant that is.  Once I have a year of experience in my field and can offer more current examples of real work experience I will make those additions and use them to market myself in my professional career to potential employers.  For those with resumes that speak for themselves this can be an effective piece to add to a blog intended to be used for the purpose of career building.  For now, my works, or my writings, speak more highly of me than my work experience so, for now, I will omit this addition to my blog.

A blog can, in fact, serve as a valuable tool to market oneself professionally if proper attention is given to the design, content, purpose, and audience of the blog.  When the purpose and audience is clear, design and content can be used effectively to support the intended purpose.  There is value in analyzing other blogs when evaluating the effectiveness of one’s own blog.  Learning what is effective and ineffective through exploring blogs related to the subject of one’s own can provide direction in making choices when developing and designing a blog. 

References

Anderson, Dexter. (2010). Big dex blog [Web log message]. Retrieved from

            http://www.bigdex1.blogspot.com

Barazza, Todd. (2010). Todd barazza: academic blog [Web log message]. Retrieved from

http://toddbarraza.blogspot.com/

Fox, Patricia. (2010). Academic blog: a showcase for writings completed throughout a college

career [Web log message]. Retrieved from www.com480.blogspot.com

Horne, Theresa. (2010). Global communication: the filler in the empty spaces [Web log

message]. Retrieved from http://theresacommunication.blogspot.com

Overstake, Elisa. (2010). Elisa overstake [Web log message]. Retrieved from

http://overstake.blogspot.com/

Tuenge, C. (2010, November 1). What's in a blog? [Web log message]. Retrieved from

http://opinionsandperspectives.blogspot.com/2010_11_01_archive.html

Delivering Bad News Tactfully and Effectively-Case Study

Case Study:  “You are a department manager in a mid-sized company that provides technology support services.  You have ten employees who are required to maintain a high level of technical expertise and deliver excellent customer service.  One of your employees, who has been with the company for two years, is performing at a substandard level and you have received numerous complaints from customers and coworkers.  In addition, this employee has displayed confrontational behavior which has created a hostile environment.  You must now meet with this employee and deliver an ultimatum regarding the need for immediate improvement or dismissal.”

The following is my personal explanation of how I would approach this employee, anticipate the employee’s response, and discuss which conflict resolution techniques you would use.

Assuming that enough research has been done to get a background on the issue (all sides of the story that are valid and obtainable), I would approach the employee described in this case study by scheduling a time to speak with him or her privately.  I would make the appointment discreet so not to cause a stir or buzz amongst the other staff.  I would sit down with the employee and first ask the employee how he or she feels about working for the company.  I might ask if there have been any issues that may have been bothering the employee so that he or she does not feel attacked or confronted and therefore will hopefully not feel the need to get defensive.  No matter how I start, I would make it a point to acknowledge a positive quality pertaining to the employee or give reason for valuing him or her as an employee in an attempt to show that my attempt to discuss the issue is with good intention.  My purpose in making this effort is for two main reasons, in anticipation of a negative or aggressive response from the employee and to separate the issue at hand with the people involved.  I think taking a positive first approach to conflict opens the door to resolution and peaceful communication. 

Next, I would ask the employee about specific incidents and describe the results of those scenarios while providing alternative approaches to the conflicts and emphasizing effective and non-effective communication approaches.  Often times, people simply don’t understand that how they react in certain situations, although emotionally pact for valid reason, are not productive or appropriate within the setting the conflict takes place.  With this, I would describe the situation at hand by summarizing the facts of the situation and offering constructive feedback with regard to the complaints received, and convey my purpose which is to see the employee succeed.  I would position the issue as an opportunity for growth for the employee, for the staff and for the company. 

In light of the complaints and the employee’s performance level, I would then offer the following ultimatum (although, hopefully at this point it is a collaborative decision for the good of all parties involved rather than an ultimatum).  The employee has the opportunity to agree to participate in the following steps to rectify the situation and remain an employee at the company:

·         Complete additional training to improve technical expertise and customer service skills.

·         Complete a coaching seminar on appropriate professional communication and conduct in order to learn effective communication alternatives to his or her current confrontational approach.

·         If warranted, cooperate with a professional in the mediation process with the co-worker or co-workers involved in the recent disputes.

·         Agree to follow up one month later to revisit the decision and measure the results of the arrangements that followed that decision to see if further action is required.

If the employee chooses to not complete the following steps or completes these steps and complaints and hostility continue to grow, and in the event that cooperation with secondary alternative solutions is not achieved, the only choice will be to then terminate employment.

SAMPLE Story Pitch

Dear Editor,

            Our area’s numerous  recreational amenities, although beautiful, pose a threat to our young children.  A national aquatic safety program is now available to parents in the Coeur d’Alene area.  An article presented by the Coeur d’Alene Press would reach those in need of such a program. 

            My article will educate our community about aquatic safety and drowning prevention measures.  Although we continue to educate the public, it is not yet enough.  Idaho is among the states leading this country with its child drowning statistics, with more and more infants and children drowning every year.  This article would benefit our community by forewarning all those concerned about the dangers of water and raise awareness levels especially for the spring and summer months.

Press Hit Generated:

• http://www.kxly.com/news/21366764/detail.html

SAMPLE Editorial

Summer’s Silent Killer

As Idaho families get out their umbrellas and sun block to prepare for a season of sun and swimming, an alarming statistic is often forgotten.  Drowning is the number one cause of accidental death in young children.  According to emedicine.com, Idaho ranks among the top states in the country for its drowning rate.  With drowning deaths among children 14 and under increasing by 89 percent in the summer and 64 percent of all children’s drowning deaths occurring in the summer months, it is the most dangerous time of year. 

Not enough is being said about child water safety, and their protection suffers.  Since yesterday, 11 infants and children drowned in the U.S. and 39 fell into the water and will suffer permanent injuries, but that doesn’t have to happen tomorrow.  We can layer our children in protection in the summer as we layer them to keep them warm in the winter months. 

These layers of protection start and finish with active adult supervision.  Taking your eyes off of your child for a split second can end in tragedy.  Drowning is quick and quiet, often occurring without a splash.  Never leave your child alone near water.  If you must answer the phone or the door, take them with you.  Drowning can occur in as little as 1 inch of water. 

At home, make sure all pools and spas are fenced in with self-latching and self-closing doors, and/or install exit alarms.  Turn pool jets toward the shallow end of the pool or steps.  A child in need of help can at least be pushed toward the shallow end of the pool or steps to help in their survival.  Keep all pathways around your pool area free of debris and remember to always remove a pool hose when not in use.  This can be very dangerous even for a skilled swimmer, they can get tied up or tangled in it and make survival almost impossible.

Do not rely on flotation devices, such as water wings, noodles, inflatable mattresses or pool toys.  Be cautious of arm bands as they may provide your child with a false sense of swimming ability and children can get caught underneath the inflatable toys.  It only takes 2  minutes for a child to lose consciousness after submersion and a drowning child can not cry for help. 

Seek training in CPR and keep first aid rescue equipment and a cordless phone with posted emergency numbers within reach.  Irreversible brain damage occurs after only 5-6 minutes.  A drowned child is typically not even found until after 10 minutes.  Teach your children rules of swimming, such as always swimming with a buddy, always jump in feet first and never push or jump on others. 

When visiting a public pool or water park, keep an eye on your kids.  Life guards are not babysitters.  If you are looking at a book or a magazine or engaged in a conversation, you are not providing active supervision.  Make sure your children follow the posted rules for the pool or park your family visits, they are their for your protection.

A final layer is to enroll your children in swimming lessons taught by qualified instructors.  The American Academy of Pediatrics recommends that children under the age of 4 not participate in formal swimming lessons, although developmentally appropriate one-on-one lessons for infants and toddlers are proven successful and available in our area.  Make no mistake though, swim lessons do not make a child drown proof.

These multiple safety precautions provide layers of protection for our children, but the most important precaution a parent can take is active supervision.  The AAP recommends that parents stay within an arm’s length of their child when in or around the water. 

Remember, kids don’t only drown in pools; ponds, lakes, canals, bathtubs, buckets, toilets and hot tubs are drowning dangers as well.  Keep our kids safe this summer by layering them with the three S’s of summer, sun block, safety, and supervision.

SAMPLE Press Release

For immediate release:  November 16, 2008

To:                     Spokane Valley Press

For story info:   Heidi Wendt, ISR Instructor

                            Global Fitness

                             208-777-7415

                            infantswim@heidiwendt.com

                            http://isrinstructors.com/heidiwendt

For Immediate Release:  Photo Op

World Gym-Infant Swimming Resource

Spokane Valley, WA, November 16, 2008

Babies Master Self-Rescue Swim Method

The babies and toddlers of certified instructor, Heidi Wendt’s aquatic survival class will be practicing Infant Swimming Resource’s Self-Rescue Method at Global Fitness in Spokane Valley, WA on November 16, 2008 from 12-2pm to demonstrate the first and only drowning prevention strategy that has earned a 100% safety record. 

At ISR, we integrate skills that are developmentally appropriate for young children, teaching them to save their own lives while building the confidence that can lead to a lifetime of fun in and around the water.  With a forty year history of successfully providing self-rescue skills training to over 160,000 infants and young children, ISR seeks to maintain its perfect safety record and reach out to more communities to provide skills training to more children and water safety education to more parents to prevent future tragedies.

The ISR Lesson Experience is a comprehensive six-week program.  Five days per week (Monday- Friday), for a maximum of 10 minutes per day, a child works one-on-one with a certified ISR instructor to master the aquatic survival techniques.  No child is ever thrown into the water; instead, they are safely guided through the learning process.  Beginning at 6 months old, infants learn to hold their breath under water, roll onto their backs and float unassisted.  Children over one year old learn the following sequence: how to hold their breath underwater, swim with their head down and eyes open, roll onto their back to float, rest, and breathe, and roll back over to resume swimming until they reach the side of the pool and can crawl out.  Once skilled, children practice these techniques fully clothed.

Drowning is the leading cause of unintentional injury and death in the pediatric age group with 4,000 babies drowning every year in the United States alone.  Idaho is among the states leading this country for its child drowning statistics.  The good news is that there is something we can do about it.  ISR is now being offered in Spokane Valley at World Gym.  Visit www.infantswim.com for more information about our one-of-a-kind, self-rescue swimming program and for specific instructor contact information and locations near you.

Heidi Wendt, ISR Instructor

Global Fitness

208-777-7415

infantswim@heidiwendt.com

-END-

Press Hit Generated: http://www.kxly.com/localvideo/index.html?v=15661

SAMPLE White Paper

Not One More Child Drowns

            It’s a familiar story most of us have heard or read about:  A toddler somehow slips away from his parent’s watchful eye.  Nobody notices the child wandering to the edge of the water, and without a splash or cry for help… It only takes a few minutes for a child to drown or sustain serious, life-altering injuries.  A child will lose consciousness approximately 2 minutes after submersion.  Irreversible brain damage occurs after 4-6 minutes.  Everyday at least 5 children in the U.S. reach the water unsupervised and end up in a potential drowning situation.  Of all children who drown, 63% are aged 4 or under.  Drowning is the leading cause of unintentional injury and death in the pediatric age group. 

            Parents can prepare themselves for an emergency by being trained in CPR, and by keeping emergency numbers and a cordless phone within reach.  They can prepare by remembering not to underestimate the power of water, remembering that rivers and lakes have undertows.  Parents need to remind themselves that lifeguards are not babysitters, to always to use approved flotation devices (life jackets), and not to consume alcohol while operating a boat.  They can practice and enforce rules of behavior in or around water to help prevent accidents, but bottom line, there is no substitute for responsible, competent, adult supervision.

            Rules such as no running, don’t dive into unknown bodies of water or shallow water, enter the water feet first, don’t push or jump on others in the water, are valuable in helping to prevent a water related accident.  It is good practice to always follow these rules and the rules posted as safety precautions when visiting water parks, public pools, and beaches. 

            At home, to prevent drowning, it is important to have first aid and rescue equipment available in case of emergency.  Installing barriers around the pool area with self-latching, and self-closing gates, installing door and pool alarms, securing and locking steps and ladders to above ground pools and emptying above ground pools when not in use, are all great precautionary measures to take with home pools.

            Another option for preventing drowning in children is to enroll them in swimming lessons, often developed by organizations such as YMCA and the American Red Cross.  It is essential that the lessons be taught by qualified instructors, keeping in mind that lessons don’t make your child “drown-proof.”  Infant and toddler aquatic programs provide an opportunity to introduce young children to the joy and risks of being in or around the water.  Swimming lessons provide enjoyment for parents and children but were not designed to teach children to become accomplished swimmers or to survive independently in the water.  Although, they have not been shown to decrease the risk of drowning, they are unable to ensure that children will understand water hazards, use appropriate avoidance strategies, or attain safety goals. 

            The last option is infant and toddler aquatic programs that attempt to develop water survival skills.  The AAP states that children are generally not developmentally ready for formal swimming lessons until after their fourth birthday.  They maintain that aquatic programs for infants and toddlers should not be promoted as a way to decrease the risk of drowning and that parents should not feel secure that their child is safe in water or safe from drowning after participation in such programs.  Whenever infants and toddlers are in or around the water, an adult should be within an arm’s length, providing what the AAP calls, “touch supervision.”  They also recommend that all aquatic programs include information on the cognitive and motor limitations of infants and toddlers, the inherent risks of water, the strategies for prevention of drowning, and the role of adults in supervising and monitoring the safety of children in and around the water. 

            Sometimes, everything we do is not enough to keep a child from drowning.  Even with alarms, door locks, pool fences, and supervision, children can escape from protective care and find themselves in trouble, whether it is in a pool, pond, lake, or canal.  This is where Infant Swimming Resource, the ONLY provider of the safest and most effective aquatic survival skills training, steps in and gives children the skills to survive.

            Infant Swimming Resource’s swimming instruction method teaches proven self-rescue skills to young children that enable them to safely enjoy the water.  Backed by proven, medically sound and behaviorally based proprietary training methodology that is supported by medical experts nationwide, ISR delivers customized lessons via highly qualified, certified instructors.  We are the ONLY provider of the safest and most effective aquatic survival skills training with a forty year history of successfully providing self-rescue skills training to over 160,000 infants and young children.

Virtual Worlds as an Alternative Means for Intercultural Communication

Virtual worlds provide us with an alternative to real, face to face life.  These worlds simulate life in such a way that doors of communication can be opened, but what we see when these doors are opened is the debated question as well as the question, are we willing to walk through those doors?  Can virtual worlds open lines of communication between cultures and therefore change the way we view each other once back in the real world?  A virtual world of diverse cultures certainly has its benefits and its limitations.

            The benefits of communicating across cultures in a virtual world are that at first sight, everyone chooses to display the image, character and/or characteristics of their choice.  Their appearance does not necessarily reflect their true culture, gender, race or ability which in turn has the capacity to free us from initial impressions that may include damaging or disabling stereotypes.  An even playing ground does facilitate more open communication channels because virtual people are not hindered by preconceptions or fear of the unknown.  It is often our fears that prohibit us from engaging in conversation with people of other cultures.  When a virtual world eliminates that fear we allow ourselves to be more honest and more curious. 

            It is our curiosity that can lead to intercultural communication that will bridge the gap between cultures and help people to move past the typical “noise” they experience in face to face communication.  When not presented with our differences we can think more clearly about other cultures and see the people first rather than those differences.  When we are allowed to learn and understand each other we become better people, better in that understanding leads to a more positive attitude in a spiraling effect toward a more peaceful coexistence.

            The limitations of a virtual world are who they attract to these worlds since they are created with the intention of facilitating an environment for learning about other cultures.  The people who need to learn, who need to understand, who need to change are not likely to engage in these virtual experiences.  Where is the motivation to enter into a world of deceit?  People who fear the unknown do not want to be surprised by someone they fear and they are even more unlikely to want to learn that their line of thinking toward that culture may be wrong. 

This virtual world of cultural education may be embraced by a world of sophisticated, already culture-appreciating individuals, but it does not extend its reach to Islam fearing Americans and therefor the channels of communication between cultures is only touching those who already wish to be reached.  The average online gamer is not online seeking out a better understanding of the Islamic culture.  I would argue that Virtual Worlds dedicated to creating new channels of communication are only doing so for those who have previous interest in doing so and may open that door to others who didn’t initially, but it is not turning the ordinary person into a cultural revolutionary.  If “peace is not the absence of conflict but one’s attitude toward it” than how are we changing the attitudes of those who need changing (Fouts, & King, 2008-9)?  The ordinary person is entering a virtual world to escape a life they clearly cannot manage as it is so the idea that they would log on to sympathize in the struggles of another or take an interest in the lives of another is probably not a high priority for them.       

Overall, I see these virtual learning worlds opening new lines of communication primarily for those willing and vested in learning about other cultures, and therefore the result and impact of this project isn’t likely to be as tremendous as the creators of these worlds may have aspired.  I do see the benefits in giving people the opportunity to learn about other cultures, but the big debate is whether they will take it and seek it out.  I think the first step toward communication, the first step toward learning and understanding cultural differences and the first step toward a more peaceful world is when an individual makes the decision to initiate that line of communication and it is something they must do for themselves.  It doesn’t hurt to provide a new avenue for that sort of learning, but it is not until a person has the motivation to risk change that they will act.                     

Reference

Fouts, F.S., & King, R.J. (2008-2009). Understanding Islam through virtual worlds. Carnegie

Council: The Voice for Ethics in International Affairs, Retrieved from http://www.cceia.org/programs/archive/002/index.html

Commentary on the Article, “In My Heart, I’m an American” by Griffin and McFarland

In the article, “In My Heart, I’m an American” by Griffin and McFarland I found the following two issues to be the most interesting:

The first thing I found interesting was how the article seemed to point out how the South defines themselves or what they consider “American” to be a flaw or to be wrong.  How a person identifies themselves as American should not be right or wrong, it is how they identify with their culture.  For better or for worse, we have to respect the South like any other region of the United States.  Is it my hope that we evolve in to a society that thinks a bit different than the manner in which the South was portrayed in these surveys and studies, yes it is.  However, that does not mean that they are wrong for having less experience or exposure to other cultures. 

Would I encourage them to be more open to inviting other cultures into their society, yes I would.  What I have learned from my experience is that being exposed to different cultures has tremendous benefits, especially in how we view the world around us and humankind.  That does not mean that Southerners should not be allowed to be proud of their religious beliefs, or their position on what constitutes as American.  I would never ask a Mexican-American, Asian American or any other American to give up or alter their definition of what they believe is American and by extension their identity because it is based on the history and experience they know.  The fact that we are able to have our own definition of what is American and remain unified in the America we strive for is what makes America great.  We can hold on to our differences and still maintain peace and a unified vision of the larger picture of what we want for our country.   

I do hope that people remain open to respecting other cultures, but I don’t feel the need to force it on them or criticize them for their resistance to it.  Change isn’t easy and people in general are stubborn to it.  As we learn and understand each other’s differences we become more open to other ideas and our perspectives change.  This to me is a good thing but I am not holding on to a rich history of communities that felt the need to unify with their similarities and shared beliefs. I cannot pretend that I understand the South’s values because I do not know enough about their education, history or attitudes.  What I read implies that they may be behind in their exposure or acceptance to others but I cannot be sure that it is wrong when it may simply be how they view their culture.

The second issue I found interesting from this article was the fear that some hold of new or different cultures being introduced to the United States.  The idea of people fearing that is outrageous to me because isn’t that who we are, a giant stew of different separate ingredients?  Is there really a fear that “their attempts to keep alive their culture and language [will] fracture America” (Griffin, & McFarland, 2007, p. 4)?  I agree more with the statement Griffin and McFarland (2007) made when they said, “a common ancestral culture is neither necessary nor obtainable in this country” (p. 4).  Since that is true, or at least I believe that it is, than how can we approach this issue in fear, but rather shouldn’t we welcome it and try to learn from each other so that we can bridge our differences and work toward the same future?

Overall, I agree with the findings but not necessarily how Griffin and McFarland interpreted the findings.  Where I live, or speaking from my life experiences, we all gain more understanding of all people as we get older and as we are introduced to more and more differences in people.  The South may be considered behind or they could be living under a stigma because of history and this has sheltered them from new experiences.  There are people in Minnesota that don’t know the difference between Mexican, Spanish, Latino, Chicano, Asian, Japanese, etc.  The other day someone referred to my girlfriend as “oriental.”  What is she, a rug?  For some, it is only what they know, it isn’t really by choice because I think if they realized what they were missing they would seek out and welcome the opportunity to open their eyes.  We could all use a bit of diversity education and sensitivity.

References

Griffin, L., & McFarland, K. (2007). In my heart, i'm an american: regional attitudes and

american identity. Southern Cultures, 13(4), Retrieved from http://vizedhtmlcontent.next.ecollege.com/pub/content/b839ffd7-9a8a-4bdd-bbf6-b3a26cfbebc2/in_my_heart.pdf

Public Relations: Crisis Management & Ethics

            Whether expected or unexpected, crisis occurs for organizations with the potential to devastate.  The media and public adhere to crisis like cement.  The weight of public opinion and rush of media interest in crisis situations and conflict can be a crisis in itself, further increasing the importance of well-prepared communication tactics.  Preventing and/or managing crisis demands public relations practitioners to resolve issues quickly with the least amount of damage to the organization as possible.  Crisis management tactics must also be exercised with mindfulness of the publics the company serves.  Balancing crisis management and ethics in public relations is a long debated issue and interest in the subject continues to grow still today.  To explain how public relations practitioners balance ethics during crises we will first examine crisis situations and the process of managing them, we will then define ethics and discuss the role ethics plays in crisis management, and finally explain the growing importance and complexity of ethics in crisis management for PR professionals.     

Crisis Situations and Crisis Management

            The most recent crisis situation facing a large, recognizable company today is the BP oil spill.  Crises such as these have a global affect and require strategic communication on the part of the CEO and a PR team.  Somehow, regardless of the abundance of information that would support the vitality of having a crisis response and management plan in place, large organizations in recent times continue to fall short.  According to a study by Steven Funk, “89 percent of the chief executive officers of Fortune 500 companies reported that a business crisis was almost inevitable; however, 50 percent admitted that they did not have a crisis management plan in place” (Cameron, Wilcox, Reber & Shin, 2008, p. 50).  In light of this, it is always valuable to review what is involved in crisis management, and get back to the basics.   

            Two things matter to the public during a crisis, the crisis event itself and how the organization responds to the crisis situation.  This means that not only will the public judge the event itself and whether or not they think the event could have been prevented, but they will also judge whether the situation was handled well (it is also worth noting that from an outside perspective there is always room for improvement so a crisis is never without a critic).  Public relations professionals are responsible for managing conflict strategically.  “In public relations, high-profile events such as accidents, terrorist attacks, disease pandemics, and natural disasters can dwarf even the best strategic positioning and risk management strategies.  This is when crisis management takes over” (Cameron, Wilcox, Reber, & Shin, 2008, p. 49).  To manage the unknown you have to start with research and planning. 

Environmental scanning is used to assess potential threats to the organization.  Once threats are pinpointed and analyzed, potential plans for dealing with the issue should be assessed for their effectiveness, and organized so that the issue may be managed in the future in the event that the issue does indeed surface again.  If the plan is utilized during a crisis it should then be evaluate to measure its effectiveness so that it may be adjusted as needed for the future.  Communication, external and internal, during a crisis is vital.  How the organization communicates their position in the matter will affect their public’s opinions of the organization, determining whether their reputation stays strong, waivers or is demolished indefinitely.  This makes timing a significant factor in responding to a crisis situation, further emphasizing the importance or preparedness. 

“How an organization responds in the first 24 hours, experts say, often determines whether the situation remains an ‘incident’ or becomes a full-blown crisis” (Cameron, Wilcox, Reber, & Shin, 2008, p. 49).  This is why planning is such a vital part of the public relations.  If you see that there is potential for crisis, then put a plan in place for managing it.  “Many smoldering crises could be prevented if professionals had used more environmental scanning and issues management” (Cameron, Wilcox, Reber, & Shin, 2008, p. 50).  Preparing for crisis also includes several more specific elements, such as “developing a detailed crisis strategy, creating media materials in advance, arranging media training for key executives, and establishing a crisis response team in advance” (Dougherty, 2010).  The key word here is “advanced.”  Planning requires that an organization gather all necessary facts related to the potential crisis, plan statements appropriately reflecting sincerity, and thoughtfulness for public involved, and readiness for execution which often comes from crisis response trials or practice responses.

            “Most PR professionals consider the cardinal rule for communicating during a crisis to be TELL IT ALL AND TELL IT FAST” (Dougherty, 2010).  There appears to be a common agreement with this rule, as there should be because the demand for truth and accountability is magnified during times of crisis.  The quicker and the more clear the response, the harder it is for the media to create their own spin on the event and the more forgiving the public may be in their assessment of the organization during and after the crisis.  Henry Unger (2010), writer for the Atlanta Journal, offers the following advice on what to do and/or how to communicate during a crisis:

“Here's what we did wrong. We're sorry.  Never minimize the impact before all the information is in. If that happens, a sense of distrust can emerge that will be very hard to erase.  Here's what we're going to do to repair the situation in the short-term. We will keep you abreast on at least a daily basis. This is important, they said, since the ‘rumor mill’ is generally on fire during a crisis.  Here's what we're going to do over the long haul to make it right. A separate team should be charged with developing plans and a timeline that might go on for five or 10 years, or more.  Essentially, a company and its CEO need to become transparent, humble and humane. It may not be easy, but it's required” (p. A7).

This also reminds us to not only communicate and communicate fast, but to communicate often during a crisis. 

Ethics and Its Role in Crisis Management

            Jaksa and Pritchard, authors of Communication Ethics: Methods of Analysis, define ethics as being “concerned with how we should live our lives.  It focuses on questions about what is right or wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible, and the like” (Cameron, Wilcox, Reber, & Shin, 2008, p. 203).  This says that ethics is not limited to avoiding blatant lies or intentional deceit, but extends to behavior, awareness, intentions, responsibility and obligations.  Ethics with regard to crisis management is more than doing what is right when something goes wrong, it is about preparing to minimize potential threats and/or damage that may affect any stakeholder or public associated with a company’s business.  It could be questioned whether or not lack of preparation for crises is where some ethically questionable behavior arises.  In a situation where a team is prepared to deal with a situation, it is less likely that they will need to avoid offering the public information because a plan for dealing with the expulsion of such information would be prepared to be presented in a particular manner with a planned solution to the issue.  It is the ethical obligation of organizations to have crisis plans in place as a way to protect their publics and a responsibility that too often is neglected.  That is not to say that all crises can be avoided, only that an effort should be made to prepare.  The very nature of crises is that there are many unknown factors, so the question shouldn't be whether or not to plan for potential crises, but how in depth the plans should be.  At least then they would have the groundwork to work off of in the case of a crisis situation. 

            It is equally important to remember while negotiating the ethics of a situation that “most ethical conflicts are not black or white, but fall into a gray area” (Cameron, Wilcox, Reber, & Shin, 2008, p. 203).  An example of this “gray area” can be seen when practitioners either neglect to do a sufficient amount of research to support their work, or only present the portion of research information that supports their organization’s objective to its publics despite alternative findings.  In some cases when this is done practitioners can “subvert science in ways that can affect people’s health” (Devin, 2007, p. 34).  This can be a serious offense.  When information is revealed about a product having adverse effects on its consumers’ health, this is an example of a crisis situation for the company producing the product.  This is when, ethically speaking, a crisis management plan should be executed in an effort to resolve the problem which you would think would mean altering the product to not have negative effects on its consumer’s health, but that is not always the case.  A good example of this is “The ‘research’ funded by The Tobacco Institute that downplays the negative health effects of smoking” (Devin, 2007, p. 34).  “Selective inattention to research that contradicts ones promotional efforts is a serious ethical violation” (Devin, 2007, p. 34).  Marketing a product or service by leaving out information that an organization’s publics may need to make a decision, especially those decisions that may affect their well-being, should never be mistaken as ethical or acceptable practices.

This gray area and violations of ethical practices affects the profession as a whole.  How you negotiate what is right and wrong, or know what information or how much information to offer the public while trying to defend or protect the organization for which you are employed is a clear matter of ethics.  It is unethical to withhold information from the public when it is in an effort to mask the severity of an issue or to avoid conflict because of a conflict.  Organizations should be as transparent as possible in order to maintain a reputation of honesty and forthrightness.  This means admitting to mistakes, being accountable for them. 

For public relations professionals who value the utmost standard of ethical practice in their profession there is the Public Relations Society of America, which offers the following core values based on their industry’s code of ethics:

“ADVOCACY [:] we serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.  HONESTY [:] we adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.  EXPERTISE [:] we acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.  INDEPENDENCE [:] we provide objective counsel to those we represent. We are accountable for our actions.  LOYALTY [:] we are faithful to those we represent, while honoring our obligation to serve the public interest.  FAIRNESS [:] we deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression” (The Public Relations Society of America, 2010).   

This code of advocacy, honesty, expertise, independence, loyalty, and fairness says that it is our duty as public relations practitioners to not only support, but be obliged to the needs of the public and the organization, be not only truthful, but accurate, be responsible for what we know and how we use what we know, and practice fairly with all of the duties we perform.

The best approach for the ethical practice of public relations practitioners dealing with a crisis situation is offered by public relations theorists.  They “suggest that the most ethical way to practice public relations is to consider accommodating the needs of both organizations and their publics” (Cameron, Wilcox, Reber, & Shin, 2008, p. 205).  It is a challenge to balance the needs of both parties, although ethical boundaries should be a known standard that is adhered to in day to day operations.  One should not act on behalf of one at the expense of the other, this is obvious, but we need to remember that the “what-ifs” or gray areas are better approached with honesty and directness rather than avoidance.  Another example of unethical behavior that isn’t typically categorized as an ethics issue is when public relations practitioners or organizations neglect knowing their public.  In doing this they risk offending a culture, even country, damaging a relationship, and ultimately damaging the reputation of the organization.  Although not measured as an ethical issue, today, more care and consideration is required.  There is a higher standard expected of businesses in this day and age and it includes cultural awareness and sensitivity as it is an ethical responsibility of business professionals in all business fields.

The Growing Importance and Complexity of Ethics in Crisis Management

            We live in a rapidly changing world where technology has created a borderless world of business opportunities and risks.  “As business becomes more global, and the world becomes smaller, our clients are more likely to be affected by something that, at first glance, may not seem relevant or threatening” says Drew Miale, an account executive at Kemp Goldberg marketing and communications agency (Guiniven, 2005, p. 6).  Due to this growing complexity in the field of public relations, more attention and caution is required.  Today, a more in depth look at an organization’s public is necessary as well as a more sensitive approach to do the job in a manner that could be defined as ethical. 

            Ethics in public relations includes a need for compassion for the diverse cultures and communities our companies serve.  For example, when managing disease pandemics in other countries the ethical thing to do would be to consider the cultural practices of the community experiencing the crisis.  This may mean altering the execution of typical practices to accommodate a culture.  Not to mention, by cooperating with local customs, people of that culture may show more cooperation with your organization, further enabling you to execute the crisis plan versus hindering it with resistance from the families of those affected by a disease epidemic.  Organizations have an ethical obligation to the cultures of their publics even in a crisis situation where they are the agency assisting those publics in need.  For example, responding to such a hazardous disease-related crisis wearing white hazmat suits and burning the infected bodies without consulting the community would not be received well in a culture that views the color white as signifying evil or where funeral practices are sacred.  This type of disregard is dangerous and unprincipled.

            Ethical standards in the public relations profession have risen with advances in technology, communication developments, globalization, and due to sheer public demand for it.  This is a growing challenge for public relations practitioners due to the nature of crisis situations and the amount of information negotiated and communicated during such an event.  Crisis management requires research, organization and planning, communication, immediacy, and precise execution, guided above all by ethics.  Paul S. Forbes, chairman of The Forbes Group emphasizes the importance of ethics in the PR profession by saying: “Over the years, many people have failed to recognize the role of PR practitioners as the conscience of the organization.  To achieve this recognition, our ethical principles, as codified in the PRSA Code of Ethics, must drive everything we do” (Public Relations, 2009, p. 176).  Public relations practitioners should be the voice of the public within an organization, especially during a crisis situation.

References

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