Green alliance

Green alliance

Established in 1979 as an independent registered charity.They rely on grants, donations and member subscriptions to fund a wide range of research and debate, with the end goal of making environmental issues priority in governmental planning and policy making. They work closely with government, parliament, and other NGOs to establish a sustainable and more environmentally friendly society for everyone.
Their main goals, according to their website;
• To make environment a central political issue.
• To integrate the environment into public policy and decision-making.
• To stimulate new thinking and advance the environmental agenda into new areas.
Green alliance have five main areas/themes that they concentrate their efforts on these are;
Climate change they believe in promoting a low carbon economy and social environment.
Green issues in the hope of changing opinions and attitudes to the way they live.
Greenwave is their planning and implementation of green living.
Politics pushing for commitment from the government to legislate these changes.
Waste and resources to radically change the way we rid of waste as well as cutting down on the ammount of waste we produce.

I emailed Green Alliance to find out how they communicate with their audiences. Karen Crane, Head Of Communications told me, “We are not a public facing organization as such, we specifically target decision-makers in government and work with business and other NGOs to do so. Our other, secondary audiences are the media, academia and consultants.”

They often work with major environmental organizations on strategic planning of potential policy initiatives. These organizations have included; The Co-operative, Groundwork, The Carbon Trust and RSPB. They use a group of associate consultants who are all experts in certain areas and are made up of groups such as lecturers and researches on environmental or sustainable development issues.
Green Alliance also have a membership scheme both for individuals and for businesses that allow interaction between greater audiences. There are currently 450 business who hold membership status.

“Our membership schemes provide intellectual and financial support for Green Alliance from individuals and businesses.” (Green Alliance website.)

Green alliance have an open policy on the publications they produce allowing anyone with interest to obtain copies. The publications include findings, recommendations and responses from policy-makers, as well as sections for the general public to air their opinion. They also produce an online E-news magazine and Inside Track, a magazine for members and supporters to cover events that will, or have already taken place.

Karen Crane also informed me that they have a part-time Media Advisor and through him they place comment and activity information in relevant media outlets.

Which consumer goods company faces a backlash over sponsorship and why?

Hope this is right this week, took me a while to find it this week, so have defiantly searched the media well!
Cadburys have struck a £20million deal to become a sponsor of the 2012 Olympic Games to be held in London. The Cadburys deal, which is called a “Tier-two” sponsorship will allow the confectionary giants to be the sole supplier of chocolate based products at the 2012 event.
The organisers of the Olympics are trying to use the games as a way to get young people excited and passionate about sport and exercise, and while Cadburys have promised to market the links it will have with chocolate and sport responsibly, fears have risen from health campaigners on the growing problems of child obesity and criticized the idea of a chocolate manufacturer being in such a high profiled position at the event.
"Chocolate, if in the wrong hands, can do huge damage," said spokesman Tam Fry of the National Obesity Forum "This kind of sponsorship throws out a fairly uncomfortable message that sport and sweets go together." (Businessjournal.com)
Cadburys were criticized five years ago for their “Get Active” campaign, where children were encouraged to consume chocolate in exchange for sporting equipment.
Todd Stitzer, the chief executive of Cadbury, has promised that there would be no chocolate giveaways associated with its Olympic sponsorship.

WITH CANON YOU CAN...

Which consumer electronics company scored highest at addressing social and environmental issues?

Climate Counts, a non profit organisation have scored Canon, the consumer electronics company, as highest at addressing the ever growing concerns of the global climate crisis. In today’s society there is growing importance for companies large and small to face up to the accountability they have surrounding green issues and cutting carbon emissions. It`s of the greatest importance for their credibility to be seen to be taking sizable measures to reduce their carbon footprint on the environment. Canon, whose European brand message is, “You can,” was praised for their measurable efforts in reducing their impact on global warming since the 1990s. Climate Counts, who believe that,"The climate crisis demands a much higher level of public awareness and action than currently exists.” Climate Count Website. Also believes that change must start with big businesses and praised Canon for their efforts to reduce energy use both from gas emissions and lowering their use of transportation. Canon has a clear 2010 vision that they have been working on since 2003. Canon has also been seen to be making real efforts to support public opinions on climate change by stepping up their public information campaign.

Stakeholders:
• Private owners or investors who have money in the company so will be interested in the performance.
• Government on a taxation level but also to know that environmental concerns and laws are being addressed. For example the new EU law for correct disposal of batteries.
• Customers will need to know those companies’ efforts in green issues wont effect the quality of the product and services being provided.
• Local communities will want to know what CRS activities are being undertaken and how this will benefit or affect them.
• Competitors will always be looking to a high profile company such as Canon for ways to improve their own services.
• Pressure groups will be looking to make sure that Canon keeps their environmental promises for the future.

Identify and review an international PR story from the international media

I have chosen to look at a 2002 news story from the New York Times archives. The New York Times paper is among the top three newspapers in America and has a readership of over 5million daily.

The news story I am looking at was from the Times Health section. Autism Relief Found In Drug, Study Shows. The article discusses research findings on the, then, new drug Risperdal. The drug made by Johnson & Johnson, was originally manufactured to help adult Schizophrenia patients. Research as highlighted it as a potential aid for childhood behavioural problems, in particular, Autism.

The story is drawing from the report and research released previously in The New England Journal of Medicine. Describing the study as, “The first controlled study in Autistic children.”

The article plays up the potential groundbreaking discoveries of the findings by highlighting how stressful Autism can be for sufferers and how Riperidal can help give a better quality of life to children. 69 % of children who took the drug were found to have a positive reaction. Easing restlessness, muscle twitches and awkward movements for up to 6months.

The focus was obviously on how successful the trials had been and how during trials the drug how been found to have far fewer side effects than any other antipsychotic drug previously tested. The article did make some suggestion that the drug could cause side effects such as fatigue, dizziness and drooling these were down played by calling them, “mild reactions.” I would say however, such reactions would still be scary for a child who was already suffering from behavioural problems or had severe learning difficulties.

The story is clear to highlight that the research was government funded, therefore giving credibility to such research and in turn the positivity of the findings. Manufacturer, Johnson & Johnson enjoy a reputation as producers of family related products and producing a medication that could aid in any childhood illness would be a huge boost for the company’s reputation.

Identify and review a healthcare PR story from national media.

Researchers find vitamin supplements may be useless or end up shortening our lives. Feature first seen in Daily Telegraph, later reported in May addition of Vitality Matters.

The Department of Health used Danish researches to undertake a survey on the general over use of vitamin supplements, in particular antioxidants, and found such supplements can actually fight off the body`s natural defences and may in fact help to increase the risk of early death by 16 per cent.

Out of the 230,000 people that were tested "no concluding evidence" was found to help support ideas that such supplements helped increase life expectancy,findings found that some actually helped "increase mortality."
( Vitality Matters. News, May 2008,P12.)

The feature acts as a governmental health campaign that uses shock tactics from real research to warn people over the risks of such supplements.A quote from the Department of Health suggests that, "There is a need to exercise caution in the use of high doses of purified supplements of vitamins."

The story includes details of how much the vitamin industry is worth, stating that around 12million Britons help to make the industry over £330 million a year in profits. This works in favour of the Department of Health in as far as discrediting the vitamin industry as only interested in making money.

The feature also adds weighty credibility by using a spokeswoman from the British Dietetic Association. The BDA act as a professional association and accrediting body for dietitians. Their work is largely based around:
Promoting education
Advancing the science and practise of dietetics
Regulating the relationship between dietitians and employees through their trade union body.
(www.thebritishdieteticassociation.co.uk)

Catherine Collins from the BDA said, "This is deeply worrying and shows that there should be more regulation for vitamins and minerals. They should be treated the same way as paracetamol with maximum limits on the dosage."

I would conclude that this kind of regulation is in fact,exactly what the Department of Health is looking for.

Explain how and why the corporate identity of an organisation of your choice has changed over the past 50years.

PIZZAHUT PART OF THE YUM!BRAND ORGANISATION

Pizzahut was founded in 1958 by Don and Frank Carney as a small family concern. They used one family-based recipe.Their mission was to create a neighbourhood business, and provide a environment for families to obtain quality time together. Franchises were offered only to family and friends who were willing to continue this ethos.

Pizzahut is now owed by the Yum!Brands organisation which also owes K.F.C and Pepsico. Fifty years on however, Pizzahut still maintains the family favourite feel.
`Our primary customer segment is families with the need for a special place to share those little everyday moments," (www.pizzahut.co.uk, online marketing mission statement).

Pizzahut is highly customer focused and regularly holds customer focus groups in the attempt to introduce new lines while discontinuing those that don't sell.
Their customer focus comes from their in house staff training schemes such as CHAMPS; Cleanliness, Hospitality,Accuracy,Maintenance,Product and Speed which is followed throughout the Yum!Brand. Although the company is ultimately a fast food chain there is a feeling of true hospitality and relaxation for the costumer.

To keep in line with the present obsession of ethical and organic produces, Pizzahut offered its first 'natural' pizza in May this year, made from only organic produces locally farmer. Currently these are only available in America. Depending on the country the Pizzahut menu changes to accommodate the culture of the country.

It was discovered in 2007 that the YUM!brand was underpaying and exploiting migrant fruit pickers in Florida. Tomato pickers are now being paid one pence more per pound for their work.YUM! Stated that, "they support the right of all workers to be treated fairly and humanely."

Pizzahut has often been criticized for the nutritional benefits of the menus and therefore, its association it has with families, they have, over the past Five years introduced free salads for children, lowered salt content in their pizza and provide higher fibre,lower fat cheese options to act against such concerns.

Pizzahut are involved with a number of CSR activities, and as with the menu`s, these change depending on the country the franchise is based in. In the UK, Pizzahut often carry out fundraising activities for the Starlight Children's Foundation for seriously ill children. The money raised goes towards holidays for the children and their families. Association with such organisations goes towards boasting their reputation as an organisation who believe in the importance of family time.

The organisation also undertakes many sponsorship activities. These include Bookit! a reading scheme in America. Pizzahut tokens are given to children who meet reading goals. They also have sponsorship deals with many sporting events helping to associate popular activities with their brand,thus helping to remove the stigma attached to unhealthy food. Such sponsorships have included Fulham FC in 2001 and Newcastle Vipers ice hockey in 2007. Youth appeal and popular culture has also proven popular partnerships, these have come in the form of official sponsors for the 90s phenomena, Teenage Mutant Hero Turtles, whose favourite food was pizza. They also developed a promotional deal with the 1989 hit film, Back To The Future II. Interactive sunglasses were given away with pizzas and the pizzahut logo was featured in the film as the eating place of the future. More recently Pizzahut partnered with Verizon Wireless to give away LG mobile phones with Stuffed Crust pizzas last year.

Pizzahut has maintained their family focus over the past 50years while changing to meet growing social and ethical awareness from its consumers.

Define a student audience

A student audience can be any individual who is undertaking compulsary or voluntary education at a recognised educational establishment or institution.

Review a piece of audiovisual material, which portrays PR practioners, providing your thoughts on the material’s depiction of PR/ PR practitioner’s

I have chosen to review, `When Louis met Max Clifford.’
Louis Theroux, known for his straightforward interview techniques, is persevering with his questioning but possesses a non-threatening manner that normally gets people to open up and talk. In this particular episode, it seemed he may have met his match when it came to interviewing Max Clifford. Max,a prolific publicist and media manipulator showed his candid personality by showering Louis with quick comebacks to all the questions asked of him.

The high-profiled publicist role that Max plays is probably what gain him the title of the ‘King of Spin,’ in the world of Public Relations, although not a true reflection of the industry, Max Clifford and his manipulation over the media is probably what most people have come to associate with PR.

As well as showing what Max’s own personality brought to the industry, the documentary also went a long way to highlight the fine line between fiction and fact when it comes to the world of celebrities. Max showed how keeping a story out of the press was just as importance as getting one in in the first place.

The documentary highlighted the lengths publicist such as Max will go, to stage manage events that show celebrities in the most positive light. Examples of this could be seen when Westlife and Simon Cowell showed up at a children’s hospital for no other reason than as photo opportunity to boost their credibility as caring celebrities.

The documentary made it clear that Max takes his work very seriously and won’t simply work with someone cause of the money, (which he openly admitted starts at a £10,000 a month fees.) Max revealed to Louis, when he asked if Max would help publicise him, that he would have to get on with his clients and have a two-way trusting relationship for him to consider representing them. He also said that the client’s goals needed to be realistic. He suggested that it is easy to spin a story to make someone look good; it is harder to make someone look good when their reputation is beyond possible help or their goals of success are unrealistic.

Lies and cover-ups come out of Max’s mouth as easily as the truth, from this it is easy to see how easily the line between fact and fiction becomes blurred. Max is a master at creating stories as smokescreen for the truth and is probably one of the greatest portrayers of the Grunig and Hunt publicity style model of Public Relations.

The documentary depicted Max as cool, collected and confident regarding his work. He is a businessman who knows his industry inside out, he knows without doubt what will and what won’t work for his clients. It was clear from the documentary that his power and influence in the celebrity world can go either way in regards to how it is used. Max tried on a couple of occasions to blacken Louis’s name, firstly by saying he slept with Christine Hamilton, secondly by having him photographed with models at a club. On this occasion, it was obviously only banter and no real harm was done. This however highlights just how easy, when the motive is a little less playful, stories can be manipulated and invented and very quickly become what the mass population deem as the truth.

What is the point of a code of conduct for pr practitioners?

Overall, outside of those who practise it, or are studying to practise it, little is known about the public relations industry. However, if asked, most people will view it as a manipulative industry that tries to persuade and change public opinion, and in most cases uses the media as a tool in which to achieve this. With the mass media currently having the potential to reach its widest audiences to date, be it though, newspapers, television or the internet, there is now, a real need for media relations on all levels to be handled in a correct and professional manner.

According to the Chartered Institute of Public Relations, ‘reputation is every organisations most valuable asset.’ For a business or industry to maintain its standards and continual growth, they must maintain an image that can be trusted. A code of conduct for any business sets standards and gives a suggested way for people to behave.

For a growing industry, such as public relations, a code of conduct should be used to provide the practitioner with a correct way of practice, as well as installing trust with the publics who are being reached by such practices.

A code of conduct under an institute such as CIPR, means that all practitioners are accountable for the work they undertake. Never before has this been so important in regards to the growth of social media, which could potentially lay the public relations industry open to unethical practise, using blogs and websites as a way of communicating.

The CIPR believe in integrity, competence and confidentiality, and they believe, therefore that defining a code of practise for its members is one way in which to achieve this united front.

If the public relation industry is to continue to grow successful, a benchmark and standard setting framework in the form of a code of conduct, is essential to maintain the reputation of an industry with credibility, that believes in ethical practises to achieve its goals.

Based on two websites provide an analysis of each organisations model of communication using the definitions proposed by Grunig .

Private sector.
Imerys
Founded in 1880 for the industrial mining of key minerals, Imerys took ownership of English China Clay in 1999. Today it is one of the largest mining companies in the world.
On looking at their website it is clear to see how openly customer-focused they are. They class themselves as a, ‘market driven organisation,’ and they state; “the group structure is driven by its businesses and the markets. Imerys organisation is customer focused and favours implementation of consistent policies within each activity.”

• On almost every page of the site the word customer or customer focus appears.
• They are open about unfortunate job losses and are happy to explain reasons.
• There are meeting notes from annual meetings and their outcomes.
• The organisational structure of the business is shown clearly.
• Q&A sections on what it means to be a shareholder with them
• There are KPI reports that outline their concern for environmental management and what they do to sustain the environment.
• Their online publications such as Sustainable Development, talk about key areas that they are trying to improve on.
• They give explanations of their community relations. Stating how they adapt actions to local situations and how they go about adapting to specific concerns that the community may have.
• They chose key members in the society to liaise with, “We chose suitable partners, and build contacts with relevant authorities and build frame works from this.”
• The website gives ways in which Imerys has helped the wider community. In 2005 they helped build 526 houses for the 2004 Tsunami victims.

From looking at the website, I would say that Imerys adopts the Grunig Mixed Method Model of communications, as they relate to the public on many different levels. However, truth is at the core of their communication. I would say that in particular they use a Two-Way Asymmetric System. To keep their company in favour they need to let people know what they are doing, this includes what they are doing for the environment to balance the work they are undertaking. Feedback is important to them and acted upon. Imerys also work with an open system of communication in mind, from the feedback they are given they will adapt their work ethic accordingly, an example of this would be the importance they hold for community relations, and relationship building with key members of the public. Imerys clearly gets involved in things happening in the wider community, such as their participation helping the Tsunami victims. All this obviously helps to shape Imerys into a company who care and boosts their reputation through corporate social responsibility.


NGO
Surfers Against Sewage (SAS)
Surfers Against Sewage is a non-governmental, not for profit organisation founded in 1990. Their main aim is the campaigning for clean, safe waters, free from sewage that can be used without the risk of illness or contamination.
• On the website SAS admits to using, “media friendly tactics,” to get their message across. This would make suggestions that they are open the Grunig Press Agentry and Publicity model as a possible way of communication to get their message across. However, from the website I wouldn’t say that the information was untruthful, so they probably rely more on the Public Information model, one-way, but truthful.
• The environment already holds strong interests with the public so the SAS job is to get the information across in a way that will reach as many people as possible. They do this by organising events, such as beach cleans, that rely on public participation and support, therefore they are out to gain coverage and change opinion but not really asking for feedback or public opinion.
• The website highlights the online newsletters they produce. This is another way to get their campaigns across.
• There is an educational section that has the main purpose, again, to try and inform, and possibly change opinion on things going on in the environment. The educational information comes in the form of research papers.
• They have a histories section that includes the victories they have occurred, I would consider this as evidence of the Press Agentry Model being used, because it is a form of propaganda, but still based on the truth.

Over all SAS, rely wholly on public participation through donations, participation, and merchandise that is sold in the shop. They are a strong, well focused campaigning group that look for audience participation in the hope of changing opinion, because of this the only feedback they will consider listening to is that which will obviously strengthen their cause.

Histories and practises assignment 2. review of key publication in early P.R and the relevance to contemporary public relations

In 1904 business journalist, Ivy Lee, set up an agency with the hope of removing the secrecy surrounding businesses and their policies. Lee believed business secrecy lessened business credibility in the market-place and led to people’s general distrust. Lee set out his beliefs and aims in his Declaration of Principles:

‘This is not a secret press bureau. All our work is done in the open. We aim to supply news. This is not an adverting agency; if you think any of our matter properly ought to go to your business office, do not use it. Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assisted most cheerfully in verifying directly any statement of fact. Upon enquiry, full information will be given out to any editor concerning those on whose behalf the article is sent out.’

Lee’s principles became a model for business communication. Information would be prompt, delivered politely, and with complete frankness. Bad news would be reported as openly as the good, and information would not be covered over with advertising copy or deceit. There is no aim to stylize information like that of the Press Agentry Model. Attention could still be captured but it would be with truth at the core.

Surely to win back a distrusting audience and to inform people of what is going on this form of public relations would be considered the best?

Lee’s Declaration of Principles is what Gunig and Hunt would define as a Public Information Model. Providing information is the key to its function. It is not looking to persuade or change opinion but simply to give information out accurately and openly. The Information is available to everyone in the public and therefore lets people know what is going on. Contemporary examples of this could be council meeting information, or highway agencies informing people of road widening for example.

So, the question to ask, 108 years later, how relevant are these set of principles today?
On the surface, honesty, in theory, will build reputation and trust. Lee knew the principles needed in crisis communication. He also knew how truth gained respect, and a cover-up is always spotted. These ethics, in practise are still relevant today. However, in a more informed and educated society, people expect more than to be just told, people expect choice and the ability to have their voice heard they want to know their opinion is considered if they are to carry on trusting the organisation providing the information.

The global market is continually growing, aided further by technology. The ability to communicate is at an all time high. The Public Information Model, set out in Lee’s Declaration of Principles, was there for everyone, openly and freely. We know in today’s society the importance of targeting our audience. It is fine to spout the truth, but what is the point if it falls on deaf, uninterested ears. Truthful information is powerful and worthy only if it is direct, targeted and relevant.

Phillis Report. Assignment one

To maintain a truly democratic government effective communication is paramount between the lawmakers and the law abiders, i.e. governmental departments and the citizens.

‘Successful democratic government maintains responsive relationships with constituents based on mutual understanding and two-way communication.’ (Cutlip)

To show themselves as a government with the ability to embrace the true meaning of democracy, when New Labour came into power in 1997, special advisors, which included press secretary Alastair Campbell, were employed to head campaigns that would heighten governmental communication. However, this media induced form of political communication led people to associate the idea of ‘Spin’ with the new government. A stigma so strong that ten years on and Alastair Campbell is still known by many as the doctor of ‘spin’

A leaked email lead to further scandal, with suggestions that one of governments own appointed advisors, Jo Moore, had called 9/11, ‘a good day to bury bad news.’ Concerns were growing over public mistrust, added to this was a decline in elections, particularly between the young and ethnic minority groups. Therefore, it was these growing concerns, as well as the failure to dispel discontentment over governmental secrecy, that led to the publication of an independent report.

Sir Robert Phillis published his report in 2004. Amongst the findings were suggestions of real mistrust for the government and the media this included the way the government was portrayed with in the press, a worrying fact seen as New Labour at the time had adopted a strong reliance on the media to get their messages across.

Communication within governmental departments wasn’t seen as ‘core functions of the mainstream civil service.’ The report also claimed there was evidence to suggest a lack of resources including training in these key areas.

Although The Freedom of Information act had come into place in 2005, there was no evidence to support any effort had been made to remove the traditional culture of secrecy surrounding government.

On the surface, the government’s appointment of specially trained advisors looked like real efforts were being made to help form a more democratic government that would keep people informed and be open to feedback from constituents. However, their strong reliance on the media did not help their cause due to the public’s general mistrust of the media as a communicational body.

As a democratic party, the government needs to be seen to be doing things that would be positive for the people. To gain credibility they need to use the media as a powerful tool that can highlight their achievements and policies to the wider audience. Yet I believe it is fair to say that Tony Blair and the New Labour government will be better remembered for the war on Iraq rather that its positive input on the education system, or the introduction of the minimum wage.

For me, the report highlights the communicational problems the government have and the lack of structure and importance it is putting on certain areas and departments. It makes me question how much truth is getting through to the voting public, and whose truth are we hearing? Mass communication is fine, if it is mass truth that we are hearing.

The recommendations of the Phillis Report, such as more direct communication with the public, the redesigning of government websites, a strong central communications structure, are all encouraging if followed. It means that government are making real efforts to encourage public opinion forming. But the question to ask is, does this do anything more than what the ‘special advisors’ first did, other than make the information that they choose to share appear largely more user friendly, and at the same time become more widely available?

Pr, Histories and practises, An introduction

The time has come to get our teeth into some more in depth theory on the practices of Public Relations, and how it fits into specific areas in communication and society.

Our first real taste of how the public relation wheels really work took place in the form of a two day workshop with Myc Riggulsford. Myc has previously worked in broadcasting and journalism, and has enjoyed high profile positions such as press officer for the A.A before becoming Head of Public Relations for The U.K Transplant Service. Since 1991, he has owned his own consultancy company, The Walnut Bureau, and is currently in a position where he can work 100 days a year and enjoy the rest of the year on his organic farm in North Devon.

It was armed with this past experience and knowledge in the field of communications that he came to speak to our group.

Myc began by distinguishing the main groups that are associated with not for profit public relations. These include government and its individual departments, charities, pressure groups and organizations that include research facilities. We looked at their agendas and how they worked along side each other.

By looking at the agendas that each group had I started to realize the importance of knowing how to deal with specific organizations. Myc highlighted the power certain groups hold, for example, the R.S.P.B, whose membership currently stands at around two million members, although they act as a charity organization they hold tremendous power. The government currently want to use the sea surges near the mouth of the River Severn to power electricity using turbo power, but because the wetlands are owned by the R.S.P.B they refuse permission to build there.

We then looked at what public relations actually is, a concept that has never been fully explained by theorist. We looked at public relations as a communicational tool and looked at some of the models used.
Based around a receiver and a message recipient we also looked at the barriers faced by the message getting through to the public through technical, social and legal problems.

We also looked at areas to consider when pitching ideas to a client on these included the audience, objectives, strategy and the good old S.W.O.T analysis.

We looked at the models used in the public sector as forms of communication.

The Deficit Model.; Giving out information that has to be learnt with a; ‘you must know this, it is important,’ approach to communication.

The Dialogue Model; Not just telling you the information, also looking for the way the public reacts to it. A form of two-way communication.

Myc also explained the principle of Upstream Engagement. Trying in advance to find out possible worries or problems that could be faced. There was obviously no Upstream Engagement when it came to peoples present complaints about the smell of B.O in pubs after the smoking ban came into force! Upstream engagement is about trying to second-guess outcomes.

To finish we looked at a variety of past campaigns that have taken place. We looked at the powerful message that could be contained in using images alone, (a great tip for preparing PowerPoint presentations.) We looked at how important it was to know who to target and how to target them. We did this by looking at different historical movements and how they linked together in the form of religious faith, rights and protest on social changes.

By categorizing what is important to the individual, and on what scale, i.e. personal, family, local, international etc, we were able to see what areas to tap into the subconscious and the importance of targeting universal interests, such as money, power, sex, fame and food.

I found the 2 days very useful to start to structure my understanding on what is needed to gain successful communications and how, if used in the right way, to reach the right audience, with the right message the effect communication has as a powerful public relation tool.