Free College Admissions Essays: Marching On :: College Admissions Essays

Marching On   Sweat dripping down my face and butterflies fluttering around my plump for as if it was the Garden of Eden, I took in a deep breathe and asked myself Why am I so nervous? After all, it is just the virtually exciting day of my life. When the judges announced for the Parsippany Hills High School Marching Band to commence its show, my mind blanked out and I was on the verge of losing sanity. Giants bowling ball engulfed me, and as I pointed my instrument up to the judges stand, I gathered my thoughts and placed my mouth into the ice-cold mouthpiece of the contrabass. Ready or not, I beamed, here comes the lift out show you will ever behold. There is no word to come upon the feeling I obtain through music. However, there is no word to withdraw the pain I suffer through in order to be the outstrip in the band either. When I switched my instrument to tuba from flute in seventh grade, little did I know the difference it would make in the four years of high scho ol I was soon to experience. I conjugate marching band in ninth grade as my ongoing love for music waxed. When my instructor placed the 30 lb. sousaphone on my elevate on the first day, I lost my balance and would have fallen had my friends not made the effort to catch me. During practices, I always attempted to ataraxis the discomfort as the sousaphone cut through my collar bone, but eventually my shoulder joint started to agonize and bleed under the pressure. My endurance and my effort to meet the best show without complaining about the weight paid off when I received the award for Rookie of the Year. For the next three seasons of band practice, the wo(e) and toil continued. Whenever the band had practice, followed by a football game and then a competition, my brain would blur from fatigue and my body would scream in agony. Nevertheless, I pointed my toes high in the air as I marched on, passionate about the activity. As a result, my band instructor saw my drive toward music and I was named Quartermaster for my junior year, being trusted with organizing, distributing, and collecting uniforms for all seventy-five members of the band. The responsibility was tremendous. It took a bulk of my time, but the sentiment of knowing that I was an important commence of band made it all worthwhile.Free College Admissions Essays Marching On College Admissions Essays Marching On   Sweat dripping down my face and butterflies fluttering around my belly as if it was the Garden of Eden, I took in a deep breathe and asked myself Why am I so nervous? After all, it is just the or so exciting day of my life. When the judges announced for the Parsippany Hills High School Marching Band to commence its show, my mind blanked out and I was on the verge of losing sanity. Giants bowling ball engulfed me, and as I pointed my instrument up to the judges stand, I gathered my thoughts and placed my mouth into the ice-cold mouthpiece of the contrabass. Ready or not, I beam ed, here comes the best show you will ever behold. There is no word to describe the feeling I obtain through music. However, there is no word to describe the pain I suffer through in order to be the best in the band either. When I switched my instrument to tuba from flute in seventh grade, little did I know the difference it would make in the four years of high school I was soon to experience. I fall in marching band in ninth grade as my ongoing love for music waxed. When my instructor placed the 30 lb. sousaphone on my shoulder on the first day, I lost my balance and would have fallen had my friends not made the effort to catch me. During practices, I always attempted to balance the discomfort as the sousaphone cut through my collar bone, but eventually my shoulder started to agonize and bleed under the pressure. My endurance and my effort to animate the best show without complaining about the weight paid off when I received the award for Rookie of the Year. For the next three s easons of band practice, the spite and toil continued. Whenever the band had practice, followed by a football game and then a competition, my brain would blur from fatigue and my body would scream in agony. Nevertheless, I pointed my toes high in the air as I marched on, passionate about the activity. As a result, my band instructor saw my drive toward music and I was named Quartermaster for my junior year, being trusted with organizing, distributing, and collecting uniforms for all seventy-five members of the band. The responsibility was tremendous. It took a bulk of my time, but the sentiment of knowing that I was an important vocalisation of band made it all worthwhile.

Franny And Zooey And The Razor :: essays research papers

Franny And Zooey & The Razor&8217s EdgeMany novels use religion as the central object of their plot. Franny and Zooey, by J.D Salinger and The Razor&8217s Edge, by W. Somerset Maugham both display religion as having they key role in their novels. Religion is the main guide in Franny and Zooey and The Razor&8217s Edge for the search of meaning. During the search for meaning the two main characters Franny Glass and Larry Darrel, use religion as an escape from everyday animation and from bad memories. Secondly, these two characters put important factors of their lives on hold, which leads their loved ones to disagree with their search for meaning. Nevertheless, both characters benefit from their religious experiences.Both Franny Glass of Franny and Zooey and Larry Darrel of The Razor&8217s Edge turn to religion as an escape rout from their everyday lives and disturbing memories. They have become annoyed and dissatisfied with their ordinary lives and the individual determine and goals in their everyday lives. While Franny was dining with her boyfriend, Lane, she describes the atmosphere around her and how she feels about the theatre department and how sick she is of everyone close to her.&8220I&8217m non frightened to compete. It&8217s just the opposite. Don&8217t you see that? I&8217m afraid I will &8211 compete &8211 that&8217s what scares me. That&8217s why I quit the theatre department. Just because I&8217m so horribly conditioned and people to rave about me, doesn&8217t make it right. I&8217m ashamed of it. I&8217m sick of not having the courage to be an absolute nobody. I&8217m sick of myself and everybody else that wants to make some kind of splash.1This also occurs in The Razor&8217s Edge. After Elliot Templeton&8217s death, Larry describes how worthless Elliot&8217s life really was.&8220An old, kind friend. It made me sad to think how silly, useless, and fiddling his life had been. It mattered very little now that he had gone to so many parties and h as hobnobbed with all those princes, dukes, and counts. They had forgotten him already.2Both of theses examples show how, Franny and Larry do not want to be a part of the stylized like of their societies. Franny was part of a large family in which each sibling was an actor or actress at one point in their lives. Franny was expected to lead a very prestigious life. Attending university in honors program, and becoming a wonderful actress.

The Personification of an Educator Essay -- Education Teaching Teacher

The Personification of an Educator In modern society, a high-quality knowledge is imperative to the well being of those within that society. An essential part of a high-quality education is the function of the teacher in the classroom. How a teacher functions within a classroom determines how students determine, what students learn, and how they apply that which they have learned. Therefore, because I am seeking a traffic in the field of education, I think I essentialiness consider the nature of students, the nature of knowledge, the value of an education, the techniques that I will be using in my classroom, the curriculum, and my future goals as an educator because by doing so I improve my abilities and performance as an educator. First, as a future educator I must consider the nature of my future students. Contrary to some historical beliefs I do not imagine that children are born evil rather, I call back that children are born good with a curiosity and a desire to learn and interact with the world around them. I think students can learn and will learn if given the opportunity. Furthermore, as a future instructor, I must consider the nature of knowledge. It is my opinion that the nature of knowledge is relatively constructed and hooked upon person, place, and time. The nature of knowledge is proportional because the information we acquire and retain is dependent largely upon the individual instructing, the environment in which we are being taught, whether it be too hot or too cold, and the time in which we are taught whether we are sick, hungry, etc. Contrary to absolutism, extenuating circumstances must be taken into comity when evaluating the nature of knowledge. Followi... ...sion, because an education is so fundamental in todays society, as a future educator it is my goal to provide my students with an optimal take aim of education. I desire to be the personification of an educator. In order to be th e best that I can be I think I must consider the nature of students, the nature of knowledge, the significance of an education, the various techniques I will use in my classroom, and the curriculum that will be taught. I also believe that I must consider my own educational goals. Upon consideration of these various things, I enhance my knowledge of my students, my career, the world, and myself. After all, by doing so I accession my overall potential academically, socially, and most importantly professionally. Becoming a teacher has been my life long dream therefore, I desire to become the most exquisite teacher that I can achievable be.

Mother teresa Essay -- essays research papers

Life is beauty, admire it. Life is a dream, realize it. Life is wealth, retain it. Life is a promise, fulfill it. Life is a song, sing it. Life is too precious, do not destroy it. Life is life, fight for it were the lines of Agnes Gonxha Bojaxhiu who is now cognize as the famous Mother Teresa. Mother Teresa born to an Albanian family on August 26th, 1910 in a city called Skopje, Serbia. As a child, Agnes lived in a quite favorable house and was educated in local schools. Her father was a building contractor while her mother was a homemaker. At the get on with of nine Agnes father died leaving her mom to raise her and her two elder siblings. Mrs. Bojaxhiu embroidered clothes that got her a daily income to raise her children.Since a young age Agnes helped wretched people by giving them food to eat and clothes to wear. At the age of twelve she decided that she wanted to become a nun. When she was eighteen she odd her family and house knowing that she would never see them again. St udying in Ireland for a year to become a nun she took another step ahead and went to India. in that respect she took her final vows of becoming a nun and adopted the name Sister Teresa in honor of Therese of Lisieux. She worked in a school in Calcutta, India for many eld proving herself as a good teacher and principal. When she saw dead bodies on streets and everyday miseries of Calcutta she convinced herself that she should be working among the poor and desperate people of Calcutta kind of than rich. Sister Teresa reques...

Frank Sinatra Essay -- essays research papers

My speech today is on not just a art object, but a man who owns tens of millions of recordings, nine Grammys and two Academy Awards, many 60 films, worldwide tours, television specials, and hundreds of millions of dollars raised for charities. In sheer productivity, few popular artists could touch the hem of his tuxedo jacket. In pure, smoldering style, he was unexcelled. His rueful, macho star power ensured that the music and lyrics of the swing era would resonate throughout the posterior years of the 20th Century - despite a near-endless string of repulsion stories about his vulgarity, hot temper and alleged ties to organized crime. Frank Sinatra was alluring and powerful not despite his contradictions, but because of them. He was gravidger than life, but benevolent as the next guy, and keenly aware of his public personas many sides. And yet he knew, deep down, that the music - The Voice - was clear enough, powerful enough and wild enough to eclipse the publics darkest doubt s about Sinatra the man. Francis Albert Sinatra was born Dec. 12, 1915, the only child of working-class Italian-American immigrants, in a tenement at 415 Monroe St. in Hoboken, New Jersey. His father, Anthony, was a boxer-turned-fireman his mother, Natalie " bird" Sinatra, was a former barmaid who often sang at family gatherings. Their home and their neighborhood rang with the sounds of the Italian bel canto style of singing, which Sinatra said inspired him to sing. In high school, he saw his hero, crooner Bing Crosby, perform live, an counterbalancet that inspired him to become a solo vocalist. Between working various jobs at The Jersey Observer, Sinatra sang with a neighborhood vocal group, the Hoboken Four, and appeared in neighborhood theater amateur shows, where first prize was usually $10 or a set of dishes. His first sea captain gig was at the Rustic Cabin roadhouse in Englewood Cliffs (my Grandmother saw him perform there way back when), where Sinatra sang, told jo kes and played the role of emcee when he wasnt waiting tables. He also continued his 4-year love affair with hometown sweetheart Nancy Barbato, who would later become his first wife and the mother of his three children Nancy, Frank Jr., and Tina. Sinatra later hit it big with the Tommy Dorsey Band, performing with Dorsey until he decided to go solo. Wooing crowds of &quotbooby-soxers,&quot Sinatra garnered his nick... ...ollowed by Duets II. He granted his likeliness to ties, credit cards, Lipton Iced Tea, and spaghetti sauce. His selling antics caused a rift between his wife, Barbara, and his children over who owned the rights to what Sinatra songs. At this time, as his health was fading, a renewed interest be people (like myself) who werent even born when he &quotretired&quot in the 1970s, began to crave Sinatra. A flood of biographies, musical appreciation books and Sinatra-themed films and TV shows flooded popular culture, along with reissued Sinatra discs and vi ntage films of Sinatra and friends in concert. "Frank Sinatra was the 20th Century," said Bono, lead singer of the rock group U2, and a retro-swinger himself. "He was modern, he was complex, he had swing and attitude. He was the big bang of pop...the man invented pop music." &quotMay you live to be a hundred, and the last voice you hear be mine,&quot was the way Sinatra cease most of his concerts. Frank Sinatra died April 1998, at Cedars Sinai Hospital in Los Angeles. Even though the master is gone, his spirit will be with us always. Truly, he was a man who did it &quothis way.&quot

Frank Sinatra Essay -- essays research papers

My speech today is on not just a human beings, but a man who owns tens of millions of recordings, nine Grammys and two Academy Awards, some(a) 60 films, worldwide tours, television specials, and hundreds of millions of dollars raised for charities. In sheer productivity, few popular artists could touch the hem of his tuxedo jacket. In pure, smoldering style, he was unexcelled. His rueful, butch star power ensured that the music and lyrics of the swing era would resonate throughout the ulterior years of the 20th Century - despite a near-endless string of abhorrence stories about his vulgarity, hot temper and alleged ties to organized crime. Frank Sinatra was alluring and powerful not despite his contradictions, but because of them. He was regretfulger than life, but human as the next guy, and keenly aware of his public personas many sides. And yet he knew, deep down, that the music - The Voice - was clear enough, powerful enough and lusty enough to eclipse the publics darkest doubts about Sinatra the man. Francis Albert Sinatra was born Dec. 12, 1915, the only child of working-class Italian-American immigrants, in a tenement at 415 Monroe St. in Hoboken, New Jersey. His father, Anthony, was a boxer-turned-fireman his mother, Natalie " chick" Sinatra, was a former barmaid who often sang at family gatherings. Their home and their neighborhood rang with the sounds of the Italian bel canto style of singing, which Sinatra said inspired him to sing. In high school, he saw his hero, crooner Bing Crosby, perform live, an howevert that inspired him to become a solo vocalist. Between working various jobs at The Jersey Observer, Sinatra sang with a neighborhood vocal group, the Hoboken Four, and appeared in neighborhood theater amateur shows, where first prize was usually $10 or a set of dishes. His first headmaster gig was at the Rustic Cabin roadhouse in Englewood Cliffs (my Grandmother saw him perform there way back when), where Sinatra sang, told joke s and played the role of emcee when he wasnt waiting tables. He also continued his 4-year love affair with hometown sweetheart Nancy Barbato, who would later become his first wife and the mother of his three children Nancy, Frank Jr., and Tina. Sinatra later hit it big with the Tommy Dorsey Band, performing with Dorsey until he decided to go solo. Wooing crowds of &quotbooby-soxers,&quot Sinatra garnered his nick... ...ollowed by Duets II. He granted his likeliness to ties, credit cards, Lipton Iced Tea, and spaghetti sauce. His merchandise antics caused a rift between his wife, Barbara, and his children over who owned the rights to what Sinatra songs. At this time, as his health was fading, a renewed interest be people (like myself) who werent even born when he &quotretired&quot in the 1970s, began to crave Sinatra. A flood of biographies, musical appreciation books and Sinatra-themed films and TV shows flooded popular culture, along with reissued Sinatra discs and t ime of origin films of Sinatra and friends in concert. "Frank Sinatra was the 20th Century," said Bono, lead singer of the rock group U2, and a retro-swinger himself. "He was modern, he was complex, he had swing and attitude. He was the big bang of pop...the man invented pop music." &quotMay you live to be a hundred, and the last voice you hear be mine,&quot was the way Sinatra end most of his concerts. Frank Sinatra died April 1998, at Cedars Sinai Hospital in Los Angeles. Even though the master is gone, his spirit will be with us always. Truly, he was a man who did it &quothis way.&quot

Application of Key Systems Theory Concepts Essay

Bright Light Limited (BLL) has grown wide and far. It envelopes several departments which function accord to the information provided to it. It conjointly contributes to the efficient functioning of the enterprise. All its departments require several selective information systems to manage its data and evaluate the reapingiveness of the resources. It has occupied a wide sh atomic number 18 in the market because of its prime(a) and excellent attend. Presently, the use of IS is not done in full force. It once decided to implement a frump/CAM system but no avail.The operations of entirely the departments advisenot be tracked and any irregularities of the organization are not captured. This may lead to poor smell of goods and gain. The IS would bring the elements of the organization to the same page so that every department can interact with each other to share information anytime and be in synchronization with the developments taking place. All the loopholes and exceptional c ases can be captured to optimize the use of resources. Proper engineering principals behave been discussed so that every requirement is enveloped into the IS and can be managed to optimize the present working of the organization.The implementation of IS would give a defined structure to the organization and stay in healthy communication with all the departments. The IS would be an organization itself and would manage all the resources effectively. The involvement of IS would enable them to compete with world(prenominal) threats in the market. B) Task 1 BLL has several suppliers such as producers of electronic components, glass, transistors and many others. The company purchases raw materials from these suppliers are integrate them to make a deliverable product. The final product is interchange to a number of local, national and international wholesalers and retailers.The involvements of the departments are quite bare in the process of transition from materials procurement to fin al delivery. 1. Application of Key Systems Theory Concepts The entire process of input-process- product is quite evident in the process of rendering guests with products and services. The inputs are in the form of customer request. Primarily the development of products would be done based on the previous goods sold and the feedback received. The type of products namely light bulbs and fluorescents are manufactured by the organization and sold to the retailers and wholesalers nationwide and internationally.Figure 1 System diagram of the Organization process. a. Inputs The temper of inputs is in the form of customers orders and feedbacks. They are also in the form of raw materials procured from the suppliers which ultimately are processed to form holy goods. Once the customer places the orders, according to the dimension of the order, it is taken up for compliance. The right amount of raw materials is ordered from the suppliers and it passes through the design process. The final product after the quality check is delivered to the customer in time.The process of selling might be over at this stage but marketing group takes over to get the feedback and improve their service conditions and product quality for greater satisfaction. So at this stage the customers order and feedback both act as inputs to the organization. The raw materials purchased from the suppliers also act as inputs for the finished products. b. Process There are a number of processes which are present in the organization that directly and indirectly influence the working of the organization and in shaping various forms of output. The most crucial process is the ordering of raw materials after an order is placed.This process is quite essential for the further processing of the order, its quality factors, timely delivery and customer satisfaction. The next process would be the combination of the raw materials so that the correct blend enables to produce quality goods for gaining customer satis faction. other process would be to collect the feedback from the customer which happens to be a lengthy process. It would require patience on the part of the organization to collect after sales data for further processing to create a better process chain and innovate the look and feel of products to cater better audience.The HRM process would enable findings of the worker output, taking care of the human resources in the organization and training them for newer business objectives and process innovation. There are several small processes such as logistics and despatch which would handle the management of the products namely bulbs and fluorescents. It would function for warehousing, inventory management and delivery of the products to the customer. c. Output There are quite a number of forms of output which helps the organization to take care of customer needs and render greater satisfaction of service.One is the finished goods which serve the customers either entirely or through t he means of wholesalers and retailers. The feedback of the customers forms a greater source of output for after sales service and to make their product better. Another form of output is the worker productivity and resource utilization so that the turnover can be assessed after eliminating the wastage of resources. d. Feedback The source of feedback is from various sources. One is from the employees who work in the organization.They are best to let out the positive and negative factors to be capitalize so as to encompass the demerits and the irregularities. They stand best for providing the feedback as they work at the ground level and are able to understand the micro level problems which must be taken care at the earliest. The other form of feedback is from the customer for after sales feedback and for product innovation. e. Boundary It defines the scope of the organization to the level of service. The scope is in the production of bulbs and fluorescents only.The company has not di versified into other forms of business and concentrates into only few products. To have a greater share of the market into related products it must diversify the product base so as to cover against losses. f. Interaction with the environment The environment constitutes of the suppliers and the customers. The suppliers are the ones who supply for raw materials and must be taken care by the organization in allowing them special privileges and offers. They must be acknowledged for their service and could in some circumstances be allowed to share profits of the organization.They must be given a representation in the management of the company. 2. Analysis of Information flow throughout the departments The major decision making is done and propagated by the managing director to the marketing, human resources and electrical engineering and design departments. Once they have a clear and planned mind set of the aims they are able to work on the targets required to be met. The communication is downward in case for high management and lateral for the middle and lower management.

Drink Raw Milk

Drink unprocessed Milk Having spent the majority of my life on a dairy farm, I have had the privilege of enjoying fresh, clean, delicious gross take out. There is nonhing like it I would be willing to wager that very hardly a(prenominal) have ever experienced the enjoyment of sipping a tall, ice-cold, creamy straight from the farm glass of milk. There is nothing in the world that comp atomic number 18s with the overall taste, the nutritional content, and the health benefits found in vulgar milk. bare milk should be an option for everyone to consume. There are warnings and new research advising consumers to avoid raw milk and raw milk products.Indeed, I was surprised to read Nelson (2010) that, cranky milk stands alone as the only food that has ever been outlawed, and its advocates point out that it took a constitutional amendment to ban alcohol, (p. 3). Nonetheless(prenominal), the movement seems to be gaining in universality. The Oake pitcher Ayrshire farm in Foxborough, M assachusetts owned by the Lawton family is a perfect example of the momentum that the raw milk movement has gained. Lawton figures that she has 200 weekly customers, versus unsloped a handful two years ago, (Gumpert, 2008).With the organic fresh products movement and the increased accessibility to farmers markets, consumers have become more assured of these alternatives. According to the president of the Weston A. Price Foundation, a foundation that stands strongly behind the raw milk movement, an estimated half a million Americans or more are consuming raw milk. There are many another(prenominal) issues surrounding the raw milk versus pasteurise milk debate, but at this time I want to focus on the issue of choice. The taste of raw milk is the first thing I think of every time I drink pasteurized milk. There are drastic differences in taste, sweetness, and texture.Raw milk is mild, creamy, and even sweeter than pasteurized milk. Fresh milk has a delicate flavour contributed by compounds of modest molecular weight in trace amounts. Heat treatment affects the flavour of milk and produces detectable off-flavours, (Aboshama, 1977). Many raw milk consumers testify that one of the chief(prenominal) reasons they drink raw milk is for the flavor and creamy texture. In a New York Times article, several raw milk drinkers sentiments are voiced astir(predicate) the taste of raw milk richness and density, complexity of flavor, and we trust the traditional food chain flavor more, (Drape, 2007).The best tasting milk is going to come from awe that are pasture-fed. There is a direct relationship between what the animal eats and the taste and nutritional value of the milk. Products from pasture-raised animals are healthier tastier for you to eat than those from grain-fed animals for many reasons. Animals get more readily available nutrients from fresh pasture plants than from grains, so their products contain more vitamin E, beta carotene, conjugated linoleic acid (CLA ) and omega-3 fatty acids, (Schivera, 2003). This pasture-fed moo-cows milk is the high quality raw milk that so many people are seeking out and defending.This high normal of milk resembles that of which most Americans once lived on, when either everyone owned a cow or knew manyone who did. Research done by Levieux (1980) explains that two types of protein exist in milk they are casein and whey. Unlike casein, whey protein is deconstructed during pasteurization (p. 93). These proteins play an important role in the absorption of vitamins and minerals. Colman, Hettiararchychy, and Herbert (1981) reported that many vitamins and minerals are attracted to these proteins and potentially draw together to them.This bond can facilitate their absorption by the digestive system. pasteurisation destroys the ability of trustworthy proteins in milk to bind the important vitamin folate and therefrom help its absorption (p. 1426). The components of raw milk that are thought to be most affecte d by the pasteurization process are the water water-soluble vitamins and the proteins. According to research completed by Rolls (1973), there is approximately a 10% loss of vitamins BI, B6, B12 and folate and a 25% loss of vitamin C (p. 10). Ultimately, raw milk provides the consumer with more available vitamins and minerals than pasteurized milk.The following chart compares the nutritional values of raw milk and pasteurized milk and clearly shows raw milk offers far more benefits than pasteurized milk. NUTRITIVE VALUE OF RAW MILK Vs. PASTEURIZED MILK (Chart) Category ComparedRaw MilkPasteurized Milk 1) EnzymesAll available. Less than 10% remaining. 2) Protein coke% available, all 22 amino acids, including 8 that are essential. Protein-lysine and tyrosine are altered by passionateness with serious loss of metabolic availability. This results in making the satisfying protein complex less available for tissue repair and rebuilding. ) Fats (research studies indicate that fats are ne cessary to metabolize protein and calcium. All natural protein-bearing foods contain fats. )All 18 fatty acids metabolically available, both saturated and unsaturated fats. Altered by heat, especially the 10 essential unsaturated fats. 4) VitaminsAll nose candy% available. Among the fat-soluble vitamins, some are classed as fluid and therefore a loss is caused by heating above blood temperature. This loss of Vitamin A, D, E and F can run as high as 66%. Vitamin C loss usually exceeds 50%. Losses on water-soluble vitamins are affected by heat and can run from 38% to 80%. ) CarbohydratesEasily utilized in metabolism. Still associated naturally with elements. Tests indicate that heat has made some changes making elements less available metabolically. 6) MineralsAll 100% metabolically available. Major mineral components are calcium, chlorine, magnesium, phosphorus, potassium, sodium and sulphur. Vital trace minerals, all 24 or more, 100% available. Calcium is altered by heat and loss in metabolism may run 50% or more, depending on pasteurization temperature. Losses in other essential minerals, because one mineral usually acts synergistically with another element.There is a loss of enzymes that serve as leaders in assimilation minerals. NOTEBacterial growth in Raw Milk increases very slowly, because of the friendly acid-forming bacteria (natures antiseptic) retards the growth of invading organisms (bacteria). Usually keeps for several weeks when under refrigeration and will sour instead of rot. Pasteurization refers to the process of heating every particle of milk to at least 145 F. and holding at such temperature for at least 15 seconds. Pasteurizing does not remove dirt, or bacterially-produced toxins from milk. Bacterial growth will be geometrically rapid after pasteurization and homogenization.Gradually turns rancid in a few days, and then decomposes. Note. The above chart on nutritive values was cited from Report In Favor Of Raw Milk Expert Report and Recomm endations, by A. Vonderplanitz and W. C. Douglass, 2001, Retrieved from http//docs. google. com Raw milk offers many health benefits which include physical, digestive, and even cognitive health. Perkin (2007) reference cites one of his earlier studies Perkin (2006) that, Found protective effects of unpasteurized consumption on current eczema and seasonal allergic rhinitis symptoms, (p. 627).This research has been supported by others such as Waser (2007) who questioned why most farming children seem not to satisfy from these ailments. There are many examples of research that show raw milks health advantages. Nelson (2010) identifies published studies that find evidence for the following health benefits puerility consumption of raw milk resulted in world-shattering reductions in the development of asthma, eczema, and hay fever (in Nelson 2010, p. 6). Consumption of farm milk showed a significant backward relationship to asthma and allergies in a study of nearly 15,000 European chil dren (in Nelson 2010, p. ). Although the follow studies are dated and have been continually dismissed by popular science, this research shows a correlation between early childhood consumption of raw milk and the absence of certain childhood ailments. Children who drank raw milk were less likely to develop cavities and higher resistance to tuberculosis (in Nelson 2010, p. 6). Raw milk prevented scurvy and protected against flu, diphtheria and pneumonia (in Nelson 2010, p. 6). I find it ironic that we currently immunize children (and some adults) for several of the above diseases.It makes me wonder whether the consumption of raw milk (or the lack of) has played a significant role in the necessity for these immunizations. Milk in its cleanest, rawest form offers the most health benefits to the consumer. The controversy surrounding the legality of raw milk continues to rage on, although the focus should be to eliminate the production of squalid milk. I recall from my time on my parents dairy farm that as long as the bacteria count remains below 100,000 per ml, organisms if present, cannot represent significant health hazard.Nelson (2010) confirms that not only does state regulators require a bacterial count of 100,000 per ml for milk slated to be pasteurized, they require the bacteria count of browse A Raw milk to remain under 30,000 per ml (p. 5). The solution to the raw milk debate is in the creation of a universal standard for all milk, not in the banning of unpasteurized milk. The pasteurization process continues to be of great value for mass produced milk, where animals are kept in absorbed spaces and reated with antibiotics and hormones, but there is no reason to deny the consumer the enjoyment of high quality unpasteurized milk. The purpose of this essay is to provide you, the reader, an explanation of the benefits of raw milk. thus far though these benefits exist, many people have never tried raw milk because it continues to be illegal in many states. Drape (2007) reports that while gracious consumption of raw milk is illegal in fifteen states, there are 26 states that raw milk can be bought in with certain restrictions.In my opinion, this is possibly information that many of you have been denied because many health officials (pressured by politics and large corporations) fear that unpasteurized milk is unsafe. The evidence I have presented, illustrates that untreated milk tastes expose, has a higher nutritional value, and offers health benefits above and beyond pasteurized milk. At the very least it has a better flavor, with none of the damage caused by the pasteurization process. I challenge everyone to find a local dairy farmer who produces clean, raw milk and enjoy a glass.

The Leader of Future

Running Head THE LEADER OF THE FUTURE Chantell Hilliard Post University The Leader of the Future pile 508 December 15, 2012 Professor Carolyn Shiffman Table of Contents Executive Overview. 3 Challenges for next attracters. .. 4 Blueprint for dynamic planning. .. 4 Areas of centering for attractions of the futurity.. .. 5 Lessons from olden evanesce.. . . 7 Future contemporariesal Workforce.. .. 8 Conclusion. . . . 9 References. . .. 10 Executive OverviewWhat does the attractor of succeeding(a) look like? This question reflects on the Baby Boomers generation inflections into retirement leaving the next generation to move into lead positions. For the next generation to transition into the once Baby Boomer workforce, future leaders rich person to face a range of challenges. This generation will need to define how to monitor remote threats and opportunities that merchantman affect an disposal. Leaders of the future induct different leadership style from their count erparts. The next generation will have to learn from past leadership behaviors. Future leaders need to become technology savvy.They will also have to become acquainted with different cultures and practice the art of shargond leadership. To succeed in a competitive business world, future leaders will have to develop a leadership style that fits the standards of an veritable(a) leader. Challenges for leaders of the future As the business world changes, leadership roles will present challenges. The challenges that a leader will face knowing how to communicate is an important aspect for leaders to be effective. Through effective communication, leaders encourage others to trust and record what is needed to be done within the organization.However, without effective communication a leader may not be able to lead his or her group effectively. Another distinctive challenge that leaders of the future will encounter are managing conflicts. Future leaders will have to recognize conflict tha t is necessary and conflict that distracts subordinates and escalates. A leader who does not address conflict can suss out results lost productivity and lost revenue. If leaders of future want to increase performance they need to learn how to put aside personal feelings while dealings with conflicts among employees.Blueprint for dynamic planning The blueprint for dynamic planning is how a leader assesses external and internal analysis on opportunities and threats facing the organization environment. For an organization to have success, a leader needs to complete a SWOT analysis. Completing a SWOT analysis will enable a leader to steering on the organization strengths and weaknesses, spot opportunities, and lastly analyze whatsoever threats. The SWOT framework is a powerful planning tool that helps a leader actualize the organization nice in the market and distinguish the company from their competitors. observe the external environment requires a leader to understand opportuniti es for the organization and threats that will hurt the organization growth. These external elements include customers, government, economy, competition, and public perception. The importance of customer relationships can help a company find ways to influence their customers to buy products and to improve sales. political relation regulations are important to monitor because new laws and regulations can affect a company profit margins and determine if a company can ship their products into unconnected markets.The external business environment can also exert the pressures of the economy. A leader should play close attention to the economy growing or collapsing. Monitoring the state of economy is crucial for leaders in the ever changing business world. For example, companies might need to lower prices during recessions. Because of the various economic shifts, leaders of the future will need to adapt their marketing strategies. Competition has a significant effect on an organization e xternal environment because competitors are continually differentiating their products and operate from its competitors.Monitoring the competition will allow a leader to have a competitive advantage in the market. Lastly, a future leader should monitor any scandals or negative perceptions about the company. While a negative image can hurt company sales, it can eventually hinder growth and success. Areas of focus for leaders of the future If future leaders want to be effective they need to increase their focus on new technologies, appreciation of cultural assortment, and learn how to share leadership. Because of the rapid technological changes in the world, future business leaders need to be technology savvy.Having the ability to know the importance of technology, gives the future leader a competitive edged. Technology as we know it continues to evolve. Bennis (1992) suggest that leaders of the future need to embrace technology, if not they are sure to be empty-handed on capitaliz ing on the opportunities that arise in this fast-evolving competitive arena (Bennis, 1992, p. 189). The business world is becoming global. Leaders of the future should focus on cultural diversity because a cultural diverse workplace promotes several advantages for an organization.If leaders dont respect the differences in other peoples cultural context they may risk falling behind as an effective leader. Understanding other peoples culture is considered a good business practice. If future leaders want to succeed in the business world, they need to implement motivational strategies that will inspire people in different cultures. To achieve a positive and collaborative environment, leaders have to embrace mutual respect amongst their diverse colleagues. Leaders of the future should understand that sharing leadership is not an hands-down task but quite possible.The following are ways leaders can share leadership * Give power away to the most serve individuals to strengthen their cap abilities (Goldsmith, 2010, p. 1). * Define the limits of decision-making power (Goldsmith, 2010, p. 1). * Cultivate a climate in which people feel free to take initiative on assignments (Goldsmith, 2010, p. 1). * Give measure up people discretion and autonomy over their tasks and resources and encourage them to use these tools (Goldsmith, 2010, p. 1). * Dont second guess the decisions of those you have empowered to do so (Goldsmith, 2010, p. ). Lessons from past leadership To be successful, a leader must learn lessons from past leadership behaviors. Many past leaders have engaged in negative and positive behaviors that can affect the organization. Following positive leadership behaviors will allow a leader to practices a leadership style that involves building an empowering workplace. Future leaders should sieve to develop right. Having integrity means building trust with your followers. Most importantly, a leader who leads with integrity means sticking to their word.Past leader ship has shown that integrity requires a leader to have self-awareness. Self-awareness means that a leader is conscious of their strengths and weaknesses. For example, if a leader pretends to know everything and doesnt acknowledge their mistakes, this creates the perception of lack of integrity from their followers. Leadership without integrity can have drastic consequences for any organization. Unfortunately, the Enron scandal is great example on how Enron leaders compromised integrity with their desires for wealth and power. Enron executives unethical practices left a distinguish on corporate America.Enrons lack of integrity results in thousands of jobs lost, pensions lost, public disgrace, and felony convictions. The Enron fiasco should teach leaders of tomorrow that a true leader has the state to be honest and open with their followers, have good character, obey the law and to transmit truthful data at all times. From a personal perspective, my incumbrance beliefs are solid a nd promote a positive leadership in the workplace. Having core values like integrity defines who I am as an authentic leader. I model integrity by being honest and making the right choices.Blanchard (2010) suggests that, integrity is the most essential element of leadership (p. 180). I swear that having integrity results in a leader being seen as credible to others. Without it, a person will fail as a leader. Leading by fear and intimidation are negative behaviors that future leaders should quash. The problem with leading by fear is that it kills creativity in the workplace. Sadly, these tactics has been used by many leaders in organizations. Future leaders need to understand that leading by fear can have negative several repercussions.Leaders who lead through such means will find that this leadership style is not an effective approach for motivating, inspiring, and empowering their followers. As a result, this behavior creates uncertainty and game turnover among employees. Many will argue that this tactic can be beneficial for an organization. Apple Inc. , CEO Steve Jobs is a prime example on past leaders who lead by fear. Steve Jobs has been described as a complex and unconventional leader. His tyrannical leadership style created an atmosphere that employee received verbal piles and fear of making mistakes.Steve Jobs successfully implemented innovation and provided success with Apple Inc. However, his style is worth learning so leaders of the future can avoid the pitfalls of leading with authoritarian leadership. Future Generational Workforce According to researchers by 2020 the future generational workforce will be led by trine generations attempting to coexist in the US economy (Nahavandi, 2010). Currently, the workforce is comprised of baby boomers born between 1946-1964, Generation X born between 1966-1980, and the workforce of the future Generation Y also known as Millennials born between 1980-2000.Because Baby Boomers are approaching retirement, e mployers are looking to the Millennial generation to bring in valuable new perspectives that will cater the organization mission and goals. The Millennial generation will approach their expectations and beliefs from an entirely new way that goes beyond tralatitious behaviors. What sets this generation apart from their older counterparts is that they are not afraid of the change. Therefore, their attitudes towards work are different from their parents because they prefer flexibility.Generation Y has high expectations from their employers and the direction of their career path. They are consistently seeking new and innovative challenges that will allow them to effectively lead others. Millennials leaders are very different from their previous generations because they rely heavy on the internet as a form of resource, communication and networking. This generation will overtake the majority American workforce by storm and their leadership style will be influenced by leaders before them .These leaders will have no problem attracting and retaining followers because they are motivated to understand their subordinates perspectives. Conclusion In conclusion, as the workforce changes so does the look of leaders. These future leaders have to be prepared for the unexpected and undetermined challenges. Therefore, as the next generation enters leadership roles they will have to know more than traditional business practices seen by generations before. For an organization to survive, these future leaders should have a set of core values that followers will trust and respect.References Bennis, W. G. (1992). Leaders on Leadership. Boston, MA Harvard Business Review Books. Blanchard, K. H. , (2010) Leading at a higher Level Blanchard on Leadership and Creating High Performing Organizations, Upper Saddle River, N. J. Pearson/Prentice Hall. Goldsmith, M. (2010, May). Sharing leadership to Maximize Talent. Harvard Business Review. Retrieved December 15, 2012 from http//blogs. hbr . org/gold-worker/2010/05/sharing_leadership_to_maximize. html Nahavandi, A. (2012). The Art and Science of Leadership. Upper Saddle River, NJ Pearson Education.

Night World : Black Dawn Chapter 5

Maggie woke slowly.And painfully.I must be sick, she thought. It was the unaccompanied explanation for the subs burn markce she felt. Her bodywas heavy and achy, her head was throbbing, and her sinuseswere completely stuffed up. She was breathing by dint of her mouth, which was so dry and glueythat her tongue stuck to the roof of it.I was having a dream, she thought. But even asshe grasped at bits of it,, it dissolved. Somethingabout murkiness? And a boy.It searched vaguely important for her to remember, scarce even the importance was hard to keep holdof. Besides, a zero(prenominal)her, more practical considerationwas everywhereriding it. Thirst. She was dying of thirst.I need a glass of water.It took a tremendous effort to lift her head and open her eyes. But when she did, her brain cleared fast. She wasnt in her bed direction. She was in asmall, dark, smelly get on a room that was moving jerkily, bouncing her painfully up and raze andfrom side to side. There was a rhyth mic noise com ing from fair(a) outside that she felt she should be able to recognize.Below her cheek and under her fingers was theroughness of unpainted wood. The ceiling andwalls were made of the same silvery, weatheredboards.What kind of room is small and made of woodandNot a room, she thought all at once. A vehicle. Some kind of wooden cart.As soon as she realized it, she knew what therhythmic sound was.Horses hoofs.No, it cant be, she thought. Its too bizarre. I am sick Im in all probability hallucinating.But it felt incredibly real for a hallucination. Itfelt exactlyasif she were in a wooden cart beingdrawn by horses. Over rough ground. Which ex plained all the jostling.So what was going on?What was she doinghere?Where did I go to sleep?All at once adrenaline surged through her-andwith it a flash of memory. Sylvia. The incense Miles.Miles is all of a sudden no. Hes not. Sylvia give tongue to thatbut she was lying. And so she said Id never findout what happened to him. And then she druggedme with that smoke.It gave Maggie a faint feeling of satisfaction tohave put this much together. Even if everythingelse was completely confusing, she had a solidmemory to flux on to.You woke up, a voice said. Finally. This electric shaversays youve been asleep for a day and a half.Maggie pushed herself up by stages until shecould see the speaker. It was a female child with untidy red hair, an angular, pictorial face, and flat, hard eyes.She seemed to be about Maggies age. Beside her was a younger young lady, maybe nine or ten. She was very pretty, slight, with short redheaded hair under ared plaid baseball game cap. She looked frightened.Who are you? Maggie said indistinctly. Hertongue was thick-she was so thirsty.Where amI? Whats going on?Huh. Youll find out, the redhaired girlfriend said.Maggie looked around. There was a fourth girl inthe cart, curled up in the street corner with her eyes shut.Maggie felt stupid and slow, but she tried togather herself.W hat do you mean Ive been asleep for a day and a half?The redhaired girl shrugged. Thats what shesaid. I wouldnt issue. They in effect(p) picked me up afew hours ago. I virtually made it out of this place, but they caughtme.Maggie stared at her. There was a fresh bruiseon one of the girls angular cheekbones and her lipwas swollen.Whatplace? she said slowly. When nobodyanswered, she went on, Look. Im Maggie Neely. I dont know where this is or what Im doing here,but the last thing I remember is a girl named Sylviaknocking me out. Sylvia Weald. Do you guysknow her?The redhead bonnie stared back with narrowedgreen eyes. The girl lying down didnt stir, and theblond kid in the plaid cap cringed. pick out on, somebody talk to meYou really doe t know whats going on? the redhaired girl said.If I knew, I wouldnt be asking over and overThe girl eyed her a moment, then spoke with akind of malicious pleasure. Youve been sold into slavery. You re a slave now.Maggie laughed.It was a short invol untary sound, and it hurt heraching head. The blond kid flinched again. Something in her expression made Maggies grin fadea path. .She felt a cold ripple up her spine.Come on, she said. Give me a break. Therearent slaves anymoreThere are here. The redhead smiledagain,nastily. But I bet you dont know whereyouare, either.In Washington State- Even as she said it,Maggie felt her stomach tighten.Wrong. Or right, but it doesnt matter. Technically we may be in Washington, but where we really are is hell.Maggie was losing her self control. What are you talkingabout?Take a look through that crack.There were carve up of cracks in the cart the palelight that filtered through them was the only illumi nation. Maggie knelt up and put her eye to a big one, blinking and squinting.At first she couldnt see much. The cart wasbouncing and it was hard to determine what shewas looking at. All she knew was that there seemedto be no color. Everything was either phosphorescent white or dead black.Gradually she realized that the white was an overcast sky, and the black was a mountain. A big mountain, close overflowing to smack her face against. It reared up haughtily against the sky, its lowerreaches cover with trees that seemed ebony instead of green and swimming with mist. Its top wascompletely wreathed in clouds there was no way to judge how high it was.And beside it was another mountain just akin it.Maggie shifted, trying to get a wider view. Therewere mountains everywhere, in an impenetrablering surrounding her.They were scary.Maggie knew mountains, and loved them, butthese were different from any shed ever seen. So cold, and with that haunted mist creeping everywhere. The place seemed to be full of ghosts, materializing and then disappearing with an aroundaudible wail.It was exchangeable another world.Maggie sat down hard, then slowly turned backto look at the redheaded girl.Where is this? she said, and her voice was almost a rustle.To her surprise, the girl didnt laugh mal iciouslyagain. Instead she looked away, with eyes thatseemed to focus on some distant and terrible memory, and she spoke in almost a whisper herself. Its the most secret place in the Night World.Maggie felt as if the mist outside had reached down the back of her pajama top.The what?The Night World. Its like an organization. For all of them, youknow. When Maggie just looked at her, she went on, Them. The ones that arent hu earth.This time what Maggie felt was a plunging in her stomach, and she honestly didnt know if it was because she was locked up in here with a loony, or if some part of her already accepted what the loony was saying. Either way, she was scared sick, and she couldnt say anything.The girl with red hair flicked a glance at her, and the malicious pleasure came back. The vampires, she said distinctly, and the shapeshifters and the witches Oh, God, Maggie thought. Sylvia.Sylvia is a witch.She didnt know how she knew and probably part of her didnt believe it anyway, but the word was thundering around inside her like an avalanche, gathering evidence as it fell. The incense, those strange imperial eyes, the way Miles fell for her so fast and hardly ever called the family after he met her, and changed his whole personality, just as if hed been under a spell, bewitched and helpless, and, oh, Miles, why didnt I guess.Im not smart, but Ive always been a good judge of character. How could I screw up when it counted?They dont normally have places of their own,the redheaded girl was going on and the wordswere somehow finding their way to Maggies earsdespite the chaos going on inside her. Mostly theyjust live in ourcities, pretending to be like us. Butthis valley is special its been here in the Cascades for centuries and humans have never put together it. Its all surrounded by spells and fogand those moun tains. Theres a pass through them, big enough forcarts, but only the Night People can see it. Itscalled the Dark Kingdom.Oh, terrific,Maggie thought numb ly. The namewas strangely suited to what shed seen outside. Yellow sunlight was almost impossible to imagine in this place. Those filmy wraiths of mist held it ina shimmering silvery-white spell.And youre trying to say that were all slaves now? But how did you guys get here?When the redhead didnt answer, she looked atthe little blond girl.The girl shifted her slight body, gulped. Finallyshe spoke in a husky little voice.Im P.J. Penobscot. I was-it happened to meon Halloween. I was trick-or-treating. She looked down at herself and Maggie realized she was wearing a tan cable-knit sweater and a vest. I was agolfer. And I was only supposed to go on my ownblock because the weather was getting bad. But myfriend Aaron and I went across the street and thiscar halt in front ofme.She trailed off andswallowed hard.Maggie reached over and squeezed her hand. I bet you were a great golfer.P.J. smiled wanly. Thanks. Then her small face hardened and her eyes became distant. Aaron got away, but thi s man grabbed me. I tried to hit him with my golf club, but he took it away. He lookedat me and then he put me in the car. He wasstrong.He was a lord slave trader, the redhaired girl said. Both the guys Ive seen are pros.Thats why they looked at her face-they takepretty slaves when they can get them.Maggie stared at her, then turned to P.J. Andthen what?They put something over my face-I was stillfighting and yelling and everything-and then Iwent to sleep for a while. I woke up in this warehouse place. She breathed once and looked at herthin wrists. I was chained to a bed and I was allalone. I was alone for a while. And then, maybe itwas the next day, they brought in her.She noddedat the girl sleeping in the corner.Maggie looked at the still form. It didnt moveexcept when the cart shook it. Is she all right?Shes sick. They left hand wing her there for a long time, maybe four days, but she never really woke up. Ithink shes getting worse. P.J.s voice was quiet and detached. They cam e in to give us food, but that was all. And then yesterday they brought you in.Maggie blinked. To the warehouse.P.J. nodded solemnly. You were asleep, too. But I dont know what happened after that. They putthe cloth over my face again. When I woke up Iwas in a van.They use those for conveyance of title on the other side,the redhaired girl said. To get up to the pass.Then they switch to a cart. The people in this valleyhave never seen a car.So you mean I slept through all that? Maggieasked P.J.P.J. nodded again, and the redhead said, Theyprobably gave you more of the drug. They try to keep everybody too doped up to fight.Maggie was chewing her lip. Something had occurred to her. Maybe Sylvia hadnt gone climbingwith Miles at all. So, PJ., you never adage any other slaves besides that girl? You didnt see a boy? She fished in her jacket pocket and pulled out the photoof Miles. A boy who looked like this?P.J. looked at the photograph gravely, then shookher head. I never saw him before. He looks likeyou.Hes my brother, Miles. He disappeared on Halloween, too. I thought maybe .Maggie shookher head, then held the photograph toward the redhaired girl.Never seen him before, the girl said shortly.Maggie looked at her. For somebody who likedto talk about scary things, she didnt say much thatwas helpful. And what about you? Howd you gethere?The girl snorted. I told you. I was getting outofthe valley. Her face tightened. And I almost madeit through the pass, but they caught me and stuckme in here. I should have made them kill me instead.Whoa, Maggie said. She glanced at Pi., meaning that they shouldnt frighten her unnecessarily.It cant be that bad.To her surprise, the girl didnt sneer or get mad.Its worse, she said, almost whispering again.Just leave it alone. You l find out.Maggie felt the hair at the back of her neck stir. What are you saying?The girl turned, her green eyes burning darkly.The Night People have to eat, she said. They caneat normal things, food and water. But the vampires have to drink blood and the shapeshiftershave to eat flesh. Is that clear enough for you?Maggie sat frozen. She wasnt worried aboutscaring P.J. anymore. She was too scared herself.Were slave labor for them, but were also a foodsupply. A food supply that lasts a long time,through lots of feedings, the girl said brusquely.Maggie ducked her head and clenched her fists.Well, then, obviously weve got to escape, she said through her teeth.The redhead gave a laugh so bitter that Maggiefelt a chill down her spine.She looked at P.J. Do you want to escape?Leave her alone the redhead snapped. You,dont understand what youre talking about. Wereonly humans theyre Night People. Theres nothingwe can do against them, nothing scarce 2)Do you know what the Night People do to slaveswho try to escape?And then the redhaired girl turned her back onMaggie. She did it with a lithe twist that left Maggie startled.Did I hurt her feelings? Maggie thought stupidly.The redhead glanced back over her shoulder, atthe same time reaching around to grasp the bottomof her shirt in back.Her expression was unreadable, but suddenlyMaggie was nervous.What are you doing?The redhaired girl gave a strange little smile andpulled the shirt up, exposing her back.Somebody had been playing tic-tac-toe there.The lines were cut into the flesh of her back, thescars shiny pink and only half healed. In thesquares were Xs and Os, raggedy-looking andbrighter red because for the most part theyd beenburned in. A few looked cut, like the strategic posi tion in the middle which would have been takenfirst. Somebody had won, three bezant Xs, and had run a burn-line through the winning marks.Maggie gasped. She kept on gasping. She started to hyperventilate, and then she started to faint.The world seemed to recede from her, narrowingdown to a one-dimensional point of light. But there wasnt room to actually fall over. As she slumpedbackward, she hit the wall of the cart. The world wobbled and came back, s hiny at the edges.Oh, God, Maggie said. Oh, God.They did thisto you? How could they dothat?This is nothing, the girl said. They did it whenI escaped the first time. And now I escaped againand I got caught again. This time theyll do something worse. She let go of her top and it slid downto cover her back again.Maggie tried to swallow, but her mouth was toodry. Before she knew she was moving, she foundherself grabbing the girls arms from behind.Whats your name?Who ca-Whats your name?The redhaired girl gave her a peculiar look over her shoulder. Then her arms lifted slightly under Maggies handsas she shrugged.Jeanne.Jeanne. Its got to stop, Maggie said. We cant let them dothings like that to people. And wevegot to get away. If theyre already going to punishyou for escaping, what distinction does it make ifyou try it again now? Dont you think?Maggie liked the way that sounded, calm andcompetent and logical. The swift decision for ac tion didnt blot out the memory of what shed just seen , but it made the whole situation more bearable. Shed witnessed an injustice and she wasgoing to do something about it. That simple. Something so wicked had to be fixed, now.She started to cry.Jeanne turned around, gave her a long, assessinglook. P.J. was crying, too, very quietly.Maggie found her tears running out. Theywerent doing any good. When she stopped, Jeanne was still watching her with narrowed eyes.So youre going to take on the whole NightWorld alone, she said.Maggie wiped her cheeks with her hands. No,just the ones here.Jeanne stared at her another moment, thenstraightened abruptly. Okay, she said, so suddenly that Maggie was startled. Lets do it. If wecan figure out a way.Maggie looked toward the back of the cart.What about those doors?Locked and chained on the outside. Its no goodkicking them.From nowhere, an image came into Maggiesmind. Herself and Miles in a rowboat on Lake Chelan with their grandfather. designedly rocking it while their grandfather yelled and fumed. What if we all throw our weight from one sideto the other? If we could turn the cart over, maybethe doors would pop open. You know how armored cars always seem to do that. Or maybe it wouldsmash one of the walls enough that we could getout.And maybe wed go falling straight down a ravine, Jeanne said acidly. Its a long way down to the valley, and this road is narrow. But there wasa certain unwilling respect in her eyes. I guess wecould try it when we get to a meadow, she said slowly. I know a place. Im not saying it would work it probably wont. But We have totry, Maggie said. She was lookingstraight at Jeanne. For a moment there was something between them-a flash of apprehensiveness andagreement. A bond.Once we got out, wed have to run, Jeanne said,still slowly. Theyre sitting up there. She pointedto the ceiling at the front of the cart, above Maggies head. This thing is like a stagecoach, okay?Theres a shtup up there, and the two guys are onit. Professional slave traders are tough . Theyre not going to want us to get away.They might get smashed up when we roll over,Maggie said.Jeanne shook her head sharply. Night People arestrong. It takes a lot more than that tokill them.Wed have to just take off and head for the forestas fast as we could. Our only chance is to get lostin the trees-and hope they cant track us.Okay, Maggie said. She looked at P.J. Do youthink you could do that? Just run and keeprunning?P.J. gulped twice, sank her teeth into her top lip, and nodded. She misshapen her baseball cap around so the visor faced the back.I can run, she said.Maggie gave heranapproving nod. Then shelooked at the fourth girl, the one still curled upasleep. She leaned over to touch the girls shoulder.Forget it, Jeanne said shortly. We cant takeher.Maggie looked up at her, shocked. What are youtalking about? Why not?

Intro to Public Relations Notes

The Challenge of normal dealingsPR is multifaceted ?A usual dealings callingal essential soak up skills in ?Written and interpersonal dialogue ? interrogation ?Negotiation ?Creativity ?Logistics ?Facilitation ?Problem solving Global ScopeThe reality traffic industry is growing in many nations ?Al nearly $8 billion exhausted each year in the US ?Expected growth of 23% in Asian revenue in the next five years ? one-year spending of $2. 2 billion in China A Variety of DefinitionsA number of definitions go through been conkulated over the years Cutlip, Center, and Broom, Effective semipublic Relations ? habitual dealings is the counsel maneuver that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. ?Glen Cameron, University of Missouri ? exoteric relations is the strategic concern of arguing and meshing for the benefit of ones own organization-and when possibl e-also for the mutual benefit of the organization and its various stakeholders or publics. ?Public Relations high society of America (2012) Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics ?Kevin Trowbridge (2012) ?Public relations is the communication precaution function through which organizations build and maintain mutually beneficial relationships with the public on whom the organizations success or failure depends.Public Relations Key Terms dialogue troubleBuild and MaintainMutually BeneficialRelationshipsOrganizationPublics RPIE inquiry cookingImplementationEvaluationDifferences between journalism and PR JournalistsPR originals Use wholly two components (writing and media relations) Use many components Are objective observers Are advocates Focus on a mass audience Focus on defined publics Use still one channel Use a variety of carryDifferences between Advertising and PR Adver tisingPublic Relations Works through mass media Relies on a variety of communication tools Addresses external audiences fall guys specialized audiences Is a communications function Is broader in scope Is a communication tool in PR Fills a support graphic symbol Sells goods and services Creates a favor sufficient environment for an organizations survivalHow PR Supports merchandisingEight ways public relations supports merchandise ?Develops new prospects ?Provides third party endorsements ? gravels sales dies ?Paves the way for sales calls ?Stretches dollars ?Provides inexpensive literature ?Establishes credibility ?Helps sell minor returns Differences between Marketing and PR MarketingPublic Relations Is concerned with customers and selling products or services Is concerned with building relationships and generating good go away Deals with target market, consumers, and customers Deals with publics, audiences, and stakeholdersToward an Integrated Perspective Strategic Commun ication thought of integration ?To hire a variety of strategies and tactics to convey a consistent message in a variety of formsGlobal/Multicultural look into groundRelationship foc habitdinternet/new media orientedToolbox-driven tacticsA Changing Focus in Public RelationsThe evolution of the role of PR beyond publicity and media relationsGrowth for PR professionals in health care, consumer goods, financial services, and technologyCrisis centering in the larger context of strategic management of infringe Personal Qualifications and Attitudes Six Essential Abilities ?Writing skills ? seek ability ?Planning expertise ?Problem-solving ability ?Business/economics competence ?Expertise in golden media 5 Emerging Trends in PRStorytelling (and story selling)QuantificationVisual communication theoryProactive and Predictive MonitoringAdaptation 10 sills PR Pros will drive in 2020Advertising CopywritingVideo Editing/ProductionMobileSocial Content Creation/CurationAnalyticsSearch Engi ne OptimizationSpeed to schoolingProgramming SkillsManaging Virtual TeamsBlogger Out distortWhat Employers Want 10 Qualities tidy writingIntelligenceCultural literacyThe ability to recognize a good story when you see oneMedia savvyContactsGood logical argument senseBroad communications experienceSpecialized experienceFresh perspective Organizational RolesCommunication technician roles ?Taking photographs ?Writing brochures ?Preparing news releases ?Organizing eventsCommunication manager roles ? make communication policy decisions ?Overseeing multiple communication strategies ?Supervising employees responsible for tactics The Value of InternshipsWin-win mail service for twain the student and the organization umteen major PR firms have formal internship designs ?Edelman Worldwide (Edel-U) ?Weber Shandwick (Weber University) ?Hill and knowlton ?Ketchum Salaries in Public RelationsThe national median salary for experienced professionals ? round $85,000 for practitioners with 7 t o 10 years of experience ?Over $150,000 for practitioners with more than 20 years of experienceIn general, women conking in the PR field discharge less than men ?Factors that could lead to gender discrepancies ?The number of years in the field ?Technician duties versus managerial responsibilities ?The nature of the industry The size of the organization ?Womens attempts to balance work and familyThe Value of Public RelationsA service to societyInformativeRelevantEarned influence through managing competition and remainderA Brief History of Public RelationsIn the beginning ?Moses and Aaron ?800 years later Aristotle (Father of Rhetoric) ?300 years later Jesus Christ ?No one in history, before or since, could match his skill as a storyteller, a comminuted skill for public relations practitioners. ?Then the Apostle PaulAncient beginnings ?The Rosetta gemstone ?Julius Caesar ?The Church Public relations in colonial America ?Promoting settlement ?Struggle for independence ?Boston Tea Party, Thomas Paine, Federalist PapersThe age of the force per unit area agent ?The age of hype ?Davy Crockett, Buffalo Bill, Annie Oakley ?Press agent tactics ?The master of pseudoevent P. T. Barnum ?Tom Thumb, Jenny LindPublic relations grows as America grows ? settling the American West ?Railroad promotion techniquesThe rise of politics and activism ?Political beginnings ?Amos Kendall ?Activists ?Abolitionists ?Prohibitionists ?Womens rights advocates ?EnvironmentalistsModern public relations comes of age ?Henry Ford Positioning and handiness ?Ivy Lee ?First public relations counselor ?Rockefeller ?Colorado Fuel and Iron Company labor strike ?George Creel ?WWI ?Edward Bernays ?Father of modern PRPublic relations expands in postwar America ?Rapid growth in all areas of public relations along with the development of mass media ?able to capture and seize in organisation and give it to the media/ stateEvolving practice and philosophy ?1800s to 1920s from press agentry to public information to scientific persuasion ?centered somewhat the wars How effective is propaganda? How do we pursued people that what were doing is good? 1950s and 60s Relationship building ?Necessitated by activism ?What was happening was about people, giving people equality, seeing people as unique and equal beings ?1970s and 80s Managerial approach ?Investor relations and MBO (Management by Objective) ?MBO = Managerial approach PR adapted to ?1990s and 00s Relationship management ?relationship building as well as relationship maintaining Four Models of Public RelationsGruing and Hunt ?Press agentry/publicity ?age of hype associated with P. T. Barnum ?Public information ?Ivy Lee, Edward Bernays comes in at the end of public information ? nonpartisan asymmetric listen to the people and customize around their wants and needs ?Two-way symmetric ?the ideal mode of practice ?goal is to identify policies and actions that are mutually beneficial to both parties ?collaborative ? capablen ess for the organization to change itself based on the consumerTrends in Todays Practice of Public RelationsFeminization of the field ?70% of PR practitioners are women ?Women earn less money than men ? fresh research ?PR was one of the introductory fields that allowed women to display their abilitiesThe importance of diversity ?Minorities constitute 36% of US citizens ?Hispanics are the fastest growing concourse Minority practitioners lag behind population trends ?Professional groups seek to encourage minority practitioners ?Who do people trust? They trust people just about deal themselves. ?Religious, gender, race, etc.Other major trends in public relations ?Transparency ?Didnt become a trend until two-way asymmetric/symmetric ?An ever-broadening social medial toolbox ?Increased emphasis on evaluation ?Showing ROI (return on investment) showing that what we do has results ?Managing the 24/7 news cycle ?New disciplineions in mass media ?Outsourcing to public relations firms ? The importance of lifelong learning looking for opportunities to develop yourself professionally learning doesnt stop when school does A Growing Professional PracticeThe Public Relations companionship of America ?The largest national public relations organization in the world ?The Public Relations Student Society of America (PRSSA)The International Association Business Communications ?The second-largest organization of communication and public relations professionalsThe International Public Relations Association ?A London-based globose organization Professionalism, Licensing, and AccreditationProfessionalism ?Professional practitioners should have A sense of independence ?A sense of responsibility to society and public relates ?Concern for the competence and honor of the profession ?A higher loyalty to the profession than to an employer ?Careerist versus professional values ?Technician mentalityLicensing ?Advocates ?Defines PR, unifies curricula, unifies standards, protects clien ts, protects practitioners, raises practitioners credibility ?Opponents ?Violates 1st amendment, malpractice laws exist, states license save PR works nationally/internationally, ensures only minimum competence/ethics, increased credibility not ensured, expensive Accreditation ?Certification by professional organizations ?PRSA and IABC tenderize accreditation Public Relations DepartmentsImportance of PR in todays organizations ?PR pros seen as strategic communication managers ?PR offers 184% ROI ?CEOs want communication that is strategic, research-based, and two-wayOrganizational factors determined the role of public relations ?Large vs. grim firms ?Management perceptions ?C-suite attitudes/reporting restitutions ?Capabilities of the public relations executiveHow public relations departments are organized ?Leader titles ?Reporting hierarchy Size of departmentsCommon divisions open in large corporations ?Media relations, investor relations, consumer affairs, government relations, community relations, marketing communications, and employee communications Line and Staff FunctionsLine manager ?Delegates, sets goals, hires, influences others workStaff function ?Little direct authority ?Indirectly influence others work through suggestions, recommendations, advice ?PR is a staff functionAccess to management ?PR influence is linked to devil to top management ?Recommendations to management help in formulating policyLevels of InfluenceAdvisory Management has no obligation to request or act on recommendations ?rigorously advisory practitioners are very much ineffectiveCompulsory-advisory Management is required to listen to public relations perspective before actingConcurring authority PR and others must agree on an action Sources of FrictionLegal ?Differences on public statementsHuman Resources ?Differences regarding employee communicationsAdvertising ?Competing for resources ?Philosophical differencesMarketing ?Focuses on one public current or prospective customer s The Trend toward Outsourcing Almost 90% of Fortune 500 companies use outside PR counsel in varying gunpoints ?The need for additional arms and legs ?To obtain a unique perspective and market insight Global ReachFirms and their offices or affiliates are situated in most of the worlds major cities and capitalsSubstantial revenues from international executions Public Relations FirmsFirms have regional, national, and global reachPR Firms can complement in-house expertise ?PR Firms offer diverse servicesRapid growth of PR firmsEmphasis on the counseling aspectThe rise of communication conglomerates Many firms are owned by communication conglomerates and thereby can offer integrated services (i. e. , PR and advertising expertise) through affiliates ?The reason for acquisition of PR firms ?Natural evolutionary spirit of integration ?Economic interestStructure of a counseling firm ?Depends on size of firm ?Small firm may only have owner and one or two associates ?Large firms have an ex tended hierarchy Pros and Cons of Using a Public Relations Firm AdvantagesDisadvantages Objectivity underemployed commitment Skills and expertise Need for long briefing Extensive resources Internal resentment Offices throughout the country Need for direction Problem-solving skills Need for information and faith Credibility High costs Fees and Charges sanctioned hourly fee, plus out-of-pocket expenses ?Most widely used among large firmsRetainer feeFixed end feePay for placement ?Seldom usedClass Notes 1/28/2013 ?Ivy Lee and Edward Bernays are essential to Public Relations ?Bernays = baffle of modern public relations ?Public Relations Anagrams ?Crap Built On Lies ?Spout Brilliance ?Social Blueprint understand the large picture, map out a strategy, give instructions to people involved ?shift came with industrialization ?Ivy Lee first pr counselor first to say its not just publicity ?declaration of principles (pg 49 in book) ?Advancing the concept that business and industry ?Deali ng with top executives and carrying out ?Maintaining open communication with the news media ?Emphasizing the necessity of humanizing businessClass Notes 2/4/2013 Four essential step of Public Relations Research situation organization publics What is Research? What do you think of when you think of research? Science Studies Statistics So much Searchable BackgroundChapter 5-6 Overview ?The four essential steps of effective public relations ?Research The first step ?Research methods ?Planning The second step Research The first step ?Situation ?Organization ?Publics ?What is research? ?A form of listening ?Asking questions and looking for answers ?Essential to any public relations activity or campaign Questions to ask before research design ?Whats the job (or opportunity? ) ?organization ?situation ?publics ?Kind of information needed? ?How will results be used? ?Public (or publics)? ?Who should do it? ?How will data be analyse/ inform/applied? ?Timetable? ?Budget? Using Research ? Ways to research ?Achieve credibility with management ?Executives want facts, not guesses and hunches. ?Define/segment publics ? throng detailed information about demographics, lifestyles, characteristics, and consumption patterns helps to ensure that messages reach the proper audiences ?Formulate strategy Test messages ?Research can determine which message is most salient to a target audience ?Prevent crises ?An estimated 90% of organizational crises are caused by internal operational problems rather than by unexpected lifelike disasters or external sleep withs ?Professionals can prevent a conflict or crisis through environmental scanning and other research tactics ?Monitor competition ?Organizations keep track of what the competition is doing ?Research on the competition can be done with sentiments, content analytic thinking of the competitions media coverage, and reviews of industry reports in trade journals Generate publicity ?Polls and surveys can generate publicity for an organization ?Measure Success ?The bottom line of any public relations program is whether the judgment of conviction and money spend accomplished the state objective Research Methods ?Types of Research ?Informal research ?Unplanned/spontaneous, Uncontrolled, Unsystematic ?Formal Research ?Planned, controlled, systematic ? alternating(a) research ?existing information ?Primary research ?New/original information ?Methodological Approaches ?Historical/Critical ?Rhetorical/textual/content analytic thinking ?Qualitative Exploratory, rich data, often not generalizable ?Focus groups, in-depth interviews, observations ?Quantitative ?Descriptive/explanatory, often generalizable ?Mail surveys, telephone survey Qualitative vs. Quantitative Qualitative ResearchQuantitative Research Soft dataHard data ordinarily uses open-ended questions, unstructuredUsually uses closed-ended questions, requires forced choices, highly structured Exploratory in nature probing, fishing expedition type of rese archDescriptive or explanatory type of research Usually binding, but not reliableUsually valid and reliableRarely projectable to larger audiencesUsually projectable to larger audiences Typically uses non ergodic samplesTypically uses random samples Examples Focus groups one-on-one, in-depth interviews observation participation role-playing studies convenience pollingExamples mobilise polls mail surveys, mail-intercept studies face-to-face interviews shared cost, or omnibus, studies panel studies Research Techniques ?Organizational materials ?read every piece of information on an organizations website ?Library and online databases Journal of Public Relations Research ?Internet ?Any number of corporations, nonprofit organizations, trade groups, special-interest groups, foundations, universities, think tanks, and government agencies post reams of data in the Internet. ?Content analysis ?The systematic and objective counting or categorizing of content ?In public relations, content oft en is selected from media coverage of a topic or organization ?Interviews ? force faced with solving a particular problem often interview other public relations professionals for ideas and suggestions ?Focus groups This technique is widely used in advertising, marketing, and public relations to help identify the attitudes and motivations of important publics ?Copy testing ?A draft of a material/message tested on a group of people before it is sent out to the public can happen within a focus group ?Scientific sampling methods hit-or-miss Sampling ?Probability Sampling ?Everyone in the target audience has an equal chance of being selected ?Nonprobability sample is not random ?Most precise random sample is selected from list naming everyone in the target audience Sample Size Usually a sample of 250 to 500 people will fork out data with a 5 to 6 percent margin of error ?A sample of 100 people will provide about a 10 percent margin ?responses could go 10% either way Reaching Respondent s ?Mail questionnaires ?Telephone surveys ?Personal interviews ?Piggyback surveys ?Web and e-mail surveys Research Lets Practice ?Whats the problem (or opportunity)? ?Kind of information needed? ?How will results be used? ?Public (or publics)? ?Who should do it? ?How will data be analyzed/reported/applied? ?Timetable? ?Budget? *Articulate the benefit, value, or need for public relations possible quiz/test questionPlanning The Second cadence ?Planning must be strategic and systematic ?Planning involves the coordination of multiple methodsElements of a Public Relations Plan1. Situation Analysis ?Public relations professionals cannot set valid objectives without a clear understanding of the situation that led to the conclusion that there was a need for a public relations program2. Goals3. Key Publics (or Target consultations) ?Public relations programs should be directed toward specific and defined audiences or publics4. Objectives ?Once the situation or problem is understood, the n ext step is to establish objectives for the program.5. Strategies ?A strategy statement describes how, in concept, a campaign will achieve objectives it provides guidelines and themes for the overall program6. evasive action ?Tactics describe, in sequence, the specific activities that put strategies into operation and achieve the stated objectives7. Materials8. Activities Calendar/Timeline/Responsibilities (WBS) ?The three aspects of timing in a program plan are deciding when a campaign should be conducted, determine the proper sequence of activities, and compiling a list of steps that must be completed to produce a finished product9. Evaluation/ touchstone The evaluation element of a plan relates directly back to the state objectives of the program. objectives must be measurable in some ways to show clients and employers that the program accomplished its purpose10. Budget ? Both clients and employers inevitably ask, How much will this program cost? Holy GOST of Public Relations P lanning ?Goals Where you want to go ?Objectives How you know when you get there ?Desired Result Awareness, Acceptance or swear out ?Key Public ?Measure/Level of Accomplishment ?Timeframe/Deadline ?Strategies How are you red to get there ?Tactics What youll need to get there The GOST must be aligned Planning Lets Practice ?Goals ?Objectives ?Strategies ?Creative ?e. g. , themes, messages Implementation The Third Step ?Implementation ?May be called communication ?Or may be referred to as execution ?Is the process and the means by which objectives are achieved (i. e. , strategy is implemented) ?Tactics are developed to implement the plan ?Logistics are managed Public relations is the communication management function through which organizations build and maintain mutually beneficial relationships with the publics on whom the organizations success or failure depends.Communication the systemic process of creating meaning Goals of Strategic Communication ?Awareness ?Message exposure ?Public relations forcefulness provide materials to the mass media and disseminate other messages through controlled media such as a newsletters and brochures ?Accurate dissemination ?The basic information, often filtered by media gatekeepers, body intact as it is transmitted through various media ?Acceptance ?Attitude change ?the audience not only believes the message but also makes a verbal or mental commitment to change behavior as a result of the message ?Action ?Behavior change Members of the audience truly change their current behavior or purchase the product and use it Making Sure the Audience Receives the Message ?Schramms model ?Source Encoder Signal decipherer Destination ?Expanded reflects two-way communication ?Grunigs model of symmetrical communication ?Understanding is the principle objective of public relations rather than persuasion Making Sure the Audience Pays Attention to the Message ?Theoretical perspectives ?Lasswells definition of communication ?Who say s what, ?in which channel, ?to whom, ?with what effect? ?Media uses and gratification ?Passive audiences Active audiences Making Sure the Audience Understands the Message ?Importance of phrase ?Understand cultural differences ?Check writing for simplicity and clarity ?Readability formulas Flesch, Cloze ?Use symbols, acronyms, easy-to-remember slogans ?Avoid jargon, cliche, hype, euphemisms, discriminatory language Making the Message Credible ?Source credibility ?The problem of source credibility is the main reason that organizations, whenever possible, use respected outside experts or celebrities as representatives to convey their messages ?Context of the message ?Action (performance) speaks louder than a stack of news releases Involvement ?Involvement is interest in or concern about an issue or a product Making the Message Memorable ?Repetition ?Necessary because all members of a target audience dont see or teach the message at the same time ?Reminds the audience, so there is le ss chance of failure to remember the message ?Remember the message ?Can lead to Improved Learning and increase the chance of penetrating audience indifference or resistance ?Offsets the noise surrounding the message ?Contributes to credibility ?Delivering information in a variety of ways via multiple communication channels Communication Channels ?Face to Face Mediated ?Owned Media ?Paid Media ?Earned Media ? shared out Media Making Sure the Audience Acts on the Message ?Everett Rogers Diffusion of Innovations ?A process by which any renewal is diffused through certain channels and therefore adopted over time among members of a social system Innovation Anything New (e. g. , Idea, Method, Product, Service, etc. ) ?Relative Advantage ?The degree to which an innovation is perceived as better than the idea it replaces ?Compatibility ?The degree to which an innovation is perceived as being consistent with the existing values, experiences, and needs of emf adopters Complexity ?Degree to which an innovation is perceived as being easy to adopt ?Trialability ?The degree to which an innovation may be experienced on a limited basis ?Observability ?The degree to which the results of an innovation are visible to others Stages of the Adoption Process ?Awareness ?A person becomes aware of an idea or a new product, often by means of an advertisement or a news story ?Interest ?The case-by-case seeks more information about the idea or the product, perhaps by ordering a brochure, picking up a pamphlet, or reading an in-depth article in a newspaper or magazine ?Evaluation The potential consumer evaluates the idea or the product on the basis of how it meets specific needs and wants. Feedback from friends and family is part of this process ?Trial ?The person tries the product or the idea on an experimental basis, by using a sample, witnessing a demonstration, or reservation qualifying statements such as I read ?Adoption ?The individual begins to use the product on a regular bas is or integrates the idea into his or her belief system. I read becomes I thinkEvaluation The fourth part Step ?Evaluation is the measurement of results against agreed-upon objectives established during planning Evaluation improves the public relations process Three Kinds of Evaluation ?Ongoing ?Summative ?Formative (Research? ) Basic Evaluation Questions ?Adequately planned? ?Message(s) understood? ?How could strategy have been more effective? ?Audiences reached? ?Objectives achieved? ?What was unforeseen? ?Budget met? ?Future improvements? Objectives Prerequisites for Measurement ?Develop a distinctly established set of measurable objectives ?Outcome ?Awareness ?Acceptance ?Action ?Output Measurement and Evaluation Status ?3 Levels of Measurement ?Basic ? mensuration ?Targeted Audiences Impressions ?Media Placements ?Intermediate ?Retention ?Comprehension ?Awareness ?Reception ?Advanced ?Behavior Change ?Attitude Change ? sagacity Change Measurement of Message delineation ?Comp ile clippings/mentions ?Most widely used metric ?Media Impressions ?Placement x circulation/viewership/listenership ?Internet hits ?Advertising equivalency ?Space/time x advertising rate ?taxonomic tracking ?Analyze volume and content of media placements ?Information requests ?Cost per person ?Audience attendance Measurement of Audience Awareness, Attitudes, and Action ?Audience awareness ?survey day-after recall ?Audience attitude ?related to awareness ?baseline/benchmark studies ?Audience action ?the ultimate objective of any public relations hunting expedition ?measure desired behaviorsChapter 7 Public Opinion and Persuasion Overview ?What is public opinion? ?Opinion leaders as catalysts ?The role of mass media ?The role of conflict ?Persuasion in public opinion ?Factors in persuasive communication ?The limits of persuasion What is public opinion? ?Three aspects about public opinion formation ?Society is passive Psychologists have found that the public by and large tends to be passive ?Society is segmented ?One issue may concern the attention of a part of the population with a particular vested interest, whereas another issue arouses the interest of another segment ?Society is divided ?People have some opinions that may conflict or compete with others opinions about the same issue. People also sometimes hold contradictory opinions or attitudes ?Public Opinion is powerful ?Activate public through public opinion ?Identify key publics through analysis of public opinion What do you think? What is the role of opinion leaders in the formation of public opinion? Opinion Leaders as Catalysts ?Opinion leaders can be formal or informal ?Interested in a particular issue ?Knowledgeable on a given topic ?They help frame and define issues that often have their roots in individuals self-interests ?It is through the influence of opinion leaders that public opinion often crystallizes into a measurable entity ?The flow of opinion ?Multiple-Step bleed ?Opinion makers deri ve large amounts of information from the mass media and other sources and share that information with people The attentive public is interested in the issue but rely on opinion leaders to synthesize and interpret information ?The inattentive public are unaware of or uninterested in the issue and remain outside the opinion-formation process ?N-Step Theory ?N-step theory states that individuals are seldom influenced by only one opinion leader but actually interact with different leaders ?Diffusion Theory ?Individuals adopt new ideas or products in five stages awareness, interest, trial, evaluation, and adoption. Individuals are influenced by media in the first two steps and by friends and family members in the third and fourth steps.Each individual is a decision maker who adopts a new idea or product when they reach the final step The Role of Mass Media ?Agenda setting ?media tell the public what to think about, albeit not necessarily what to think ?Framing ?media and PR both have rol e in how issues are framed, which parts are emphasized The role of Conflict ?Conflict inherent in news frames ?Use of media for strategic agenda-building Persuasion in Public Opinion ?Persuasion is used to ?change or neutralize hostile opinions ?crystalize latent opinions and positive attitudes ?maintain favorable opinions Persuasion and Negotiation Persuasion is comparable to negotiation ?Public relations can be used as a tool leading to the alternative dispute resolution (ADR) process Factors in Persuasive Communication ?Audience Analysis ?Knowledge of audience characteristics such as beliefs, attitudes, values, concerns, and lifestyles is an essential part of persuasion. It helps communicators tailor messages that are salient, answer a perceived need, and provide a logical course of action. ?Appeals to Self-Interest ?People become involved in issues or take over attention to messages that appeal to their psychological, economic, or situational needs. Audience Participation ?Atti tude or beliefs are changed or enhanced by audience involvement and participation. ?Suggestions for Action ?A key principle of persuasion is that people endorse ideas and take actions only if they are accompanied by a proposed action from the sponsor. ?Source Credibility ?A message is more believable to an intended audience if the source has credibility with that audience. ?Clarity of Message ?Many messages fail because the audience finds them unnecessarily complex in content or language ?Content and Structure of Messages ?Channels Different media with different features can be used for diverse public relations purposes. ? time and Contexts ?A message tends to be more persuasive if environmental factors support the message or if the message is received within the context of other messages and situations with which the individual is familiar ?Reinforcement ?People tend to ignore or react negatively to messages that conflict with their value or belief systems Appeals to Self-interest ?Appeal to psychological, economic, or situational needs ?Maslows hierarchy of needs Audience Participation ?Workers involving in the problem solving Distribution of samples ?The act of participation encouraged by activist groups Suggestions for Action ?Recommendations for action must be clear to follow Source Credibility ?Expertise ?Sincerity ?Charisma Clarity of Message ?Public relations practitioners should ask two questions ?Will the audience understand the message? ?What do I want the audience to do with the message? Content and structure of messages ?Drama and stories ?Surveys and polls ?Statistics ?Examples ?Endorsements ?Causes and rationales ?Emotional appeals Channels ?Different media can be used for diverse public relations purposes television ?newspaper ?radio ?social networking sites ?face-to-face communication Timing and Context ?Timing and context should be considered for achieving publicity in the mass media as well as for being persuasive Reinforcement ?A public rel ations campaign should be in sync with an audiences core value or belief system Limits of persuasion ?Lack of message penetration ?Competing or conflict messages ?Self-selection ?Self perceptionChapter 8 Managing competition and conflict Overview ?A new way of thinking conflict and competition ?the role of public relations in managing conflict it depends factors that affect conflict management ?the conflict management life cycle ?managing the life cycle of a conflict A New Way of Thinking Conflict and Competition ?Public relations can be defined as the strategic management of competition and conflict ?Competition ?Conflict Role of public relations in managing conflict ?Strategic conflict management ?Conflict is inherent in public relations process ?PR professionals must develop communication strategies to manage the conflict What do you think? ?What are some real world examples of conflict management? Is conflict always bad for organizations?Why or why not? It Depends Factors that A ffect Conflict Management ?Stance-drive approach in managing conflict and competition ? impertinent and internal variables stance strategy The Threat Appraisal Model ?PR professionals monitor for threats, assess those threats, arrive at a desirable stance for the organization, and then begin communications efforts from that stance ?situational demands ?resources Contingency theory ?Contingency factors ?a matrix of factors drive the stance ?The contingency continuum ?The stance is dynamic it changes as events afford The Conflict Management Life Cycle Proactive to prevent a conflict from arising ?environmental scanning ?issues tracking ?issues management ?crisis planning ?Strategic uphill conflict is identified as needing action ?risk communication ?conflict positioning ?crisis management ?Reactive must react when conflict reaches a critical level of impact ?crisis communication ?litigation pr ?conflict resolutions ?Recovery strategies employed aftermath to bolster or repair w rite up ?reputation management ?image restoration Managing the Life Cycle of a Conflict ?Four systematic processes ?Issues management A proactive approach to ?predict problems ?anticipate threats ? diminish surprises ?resolve issues ?prevent crises ?Strategic positioning and risk communication ?Strategic positioning ?communication efforts to position the organization favorably regarding competition and conflict ? assay communication ?an attempt to communicate risks to the public that impact health, safety, and the envorinment ?Crisis management ?Smoldering crises ?a study but the institute for crisis management found that 86% of business crises were smoldering crises. ?How various organizations respond to crises Coombs crisis communication strategies ?attack the accuser ?denial ?excuse ?justification ?ingratiation ?corrective action ?full apology ?Reputation management ?The three foundations of reputation ?economic performance ?social responsiveness ?the ability to deliver valuable outcomes to stakeholders ?Image restoration ?denial ?evade responsibility ?clip offensiveness ?corrective action ?apology Deja Vu All over again ?Conflict management is like deja vu all over again by scratch line once again with tasks such as environmental scanning and issues trackingChapter 9 ethics and the LawOverview ?What is ethics? ?Professional guidelines ?Dealing with the news media ?Public relations and the law ?Employee communications ?Copyright law ?Fair use versus infringement ?Trademark law ?Regulations by government agencies ?Liability for sponsored events ?Working with lawyers What is Ethics? ?Value system by which a person determines what is right or wrong What Do You Think? ?How can a public relations practitioner play the role of an ethical advocate? The Ethical Advocate ?The ethical advocate is operating within an assigned role ?Ethical decisions are do based on the public interest ?the interests of employer/client ?professional organization code of ethics ?p ersonal values Professional Guidelines ?PRSA Code of Ethics ? determine ?Advocacy ?Serving the public interest by acting as responsible advocates for clients or employers ?Honesty ?Adhering to the highest standards of accuracy and truth in advancing the interest of clients and employers ?Expertise ?Advancing the profession through continued professional development, research, and education ?Independence ?Providing objective counsel and being accountable for individual actions ?Loyality Being incorruptible to clients and employers, but also honoring an obligation to serve the public interest ?Fairness ?Respecting all opinions and supporting the right of free expression ?Provisions ? absolve flow of information ?Competition ?Disclosure of information ?Safeguarding confidence ?Conflicts of interest ?Enhancing the profession Codes of Conduct ?The role of professional organizations ?public relations society of the States (PRSA) and international association of business communicators (IA BC) ?to set the standards and ethical behavior of the public relations profession Ethics in Individual Practice Ethics in public relations begins with the individual, and is directly related to his or her own value system as well as to the good of society Dealing With the intelligence information Media ?Trust ?Gift giving undermines the relationship between public relations professionals and the media ?Transparency Public Relations and the Law ?Defamation ?libel (printed), slander (oral) ?making a false statement about a person or organization that creates public hatred, contempt or ridicule, or inflicts injury on reputation ?Avoiding libel suites ?four requirements for filing a libel suit ?false statement ?identified or identifiable actual injury ?negligence Employee Communications ?Product publicity and advertising ?written permission required ?Employee free speech ?freedom of expression ?employees are limited in expressing opinions within the corporate environment ?privacy vs m onitoring ?FOIA and government officials ?whistle-blowing Copyright Law ?Copyright is the protection of creative work from unauthorized use ?registration is not a condition of copyright protection, but it is a prerequisite to an infringement action against unauthorized use by others ?What organizational materials should be copyrighted? How can you use the copyrighted materials of others? Fair Use Versus Infringement ?Fair use allows partial use of copyrighted material with attribution ?Permission is required if used in advertisements or promotional items ?New copyright issues on the internet have been raised ?Rule of thumb ?get permission ?give credit The Rights of Photographers and Artists ? freelance and commercial photographers retain ownership of their work ?The rights of freelance writers ?unless a company has a specific contract with a freelance writer to produce work that will be exclusively owned by that company, the freelancer owns his or her workTrademark Law ?Trademarks a re registered words, names, symbols, or devices used to identify a product ?The protection of trademarks ?always capitalized never used as nouns (Kleenex tissues, Xerox copies) ?Trademark infringement ?the downside for a corporation who trademark becomes too commonly used peculation of Personality ?A form of trademark infringement ?Unauthorized use of well-known entertainers, professional athletes, and other public figures in an organizations publicity and advertising materialsRegulations by Government Agencies ?The Federal Trade delegating (FTC) ?The Securities and Exchange Commission (SEC) ?Other regulatory agencies ?The Food and Drug Administration (FDA) ?The Bureau of Alcohol, Tobacco, and Firearms ?The Federal Communications Commission Liability for Sponsored Events ?Plant tours and open houses ?Considerations ?logistics ?work disruptions ?safety ?staffing Working with Lawyers ?A cooperative relationship must exist between public relations personnel and legal counsel