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PR Gains momentum with marketers
The recognition of PR's growing role in
marketing-boosted by the 2004 publication of The Fall of
Advertising & the Rise of PR, by Al and Laura Ries-has
more recently been advanced by the world's largest
consumer-products company, Procter & Gamble. According to
British world-business and current affairs newspaper The
Economist, P&G conducted an internal study a few
months ago and concluded that the company derived a better
return from a PR campaign than from traditional advertising.
The newspaper said PR's cost effectiveness was one reason. "In
P&G's case," The Economist reported, "[PR] can
represent as little as 1% of a brand's marketing budget." It
noted P&G External Relations Manager Hans Bender believed
"that proportion could now rise."
The newspaper cites significant anticipated growth for PR,
stating, "Spending on PR in America has been growing strongly
and reached some $3.7 billion last year, according to Veronis
Suhler Stevenson, a New York investment bank that specializes
in media. It forecasts PR spending will grow by almost 9% a
year. This is faster than the overall market for advertising
and marketing, now worth a colossal $475 billion and growing
at 6.7%."
The Economist also reported that the media, which
have become increasingly fragmented with the development of
Web-based news sites, cable networks, satellite radio and
podcasts, are relying more heavily on PR firms to provide
original content. The newspaper, with a global perspective,
asserts, "Media commentators have noted how PR material is now
being published by some local newspapers virtually unedited
and unchecked. .Journalists focusing on electronics, fashion,
travel, beauty and food have a huge appetite for free samples.
Gossip about celebrities is also largely mediated by the PR
industry."
The rapid rise of PR is one factor responsible for
Airfoil's growth and its designation by industry bible
O'Dwyer's PR Report as the
second-fastest-growing independent PR firm in America. "Our
clients are astute global marketers and innovative regional
firms who have quickly realized the value of leading their
marketing with public relations," says Airfoil CEO Lisa
Vallee-Smith. "PR provides them not only a more efficient way
to both build consumer loyalty and reach a broader
marketplace, but also a more credible message-one that is
offered by third-party sources ranging from customers to
editors and analysts."
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Laptops on the beach
One of the laments of those who work from home offices has
been the difficulty of defining when they should stop working.
Technology that allows us to avoid commutes and put dinner in
the oven any time we wish also has made it easy to work well
into the night. Now a new study from Steelcase indicates even
those who work in more traditional offices are having
increasing problems separating themselves from work during
leisure time.
A recent Workplace Index Survey on the Nature of Work,
conducted by Opinion Research Corporation for Steelcase, found
that only 61 percent of Americans use all their allotted
vacation time. Moreover, 43 percent of respondents spent time
working during their vacation-nearly twice as many as the 23
percent who did so in a survey ten years ago. Most said they
work on vacation because they are "committed to the job"
(25%), or have "a pressing assignment" (22%) For others, the
reasons were they "don't want to leave it all for when I get
back" (12%), "technology makes it easy" (11%) or they were
unable to "relax until things are taken care of" (10%).
Steelcase Corporate Marketing Manager Chris Congdon
suggests, "The data cause us to question whether job
commitment has increased or if the ease of connectivity
enables workers to demonstrate their job commitment remotely
and persistently. In either case, the ability to connect to
work from anywhere challenges the notion of what constitutes a
workplace."
Indeed, 80 percent who worked on their last vacation
indicated they used technology to complete their work, but now
the laptop is the technology that most encourages them to do
so (41%), replacing the cell phone, which ranked highest (56%)
in 1995.
Is connectivity robbing us of the time we need to
re-charge-or is it enabling us to relax more completely by
getting urgent problems off our minds and onto our e-mail
systems? These trends have implications for evolving corporate
cultures, hiring practices and HR policies as much as they do
for technology acquisitions. Companies that truly want their
staff to rest and regenerate during vacations eventually may
need to establish boundaries on the use of connectivity or
create new systems for delegation.
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DiversityInc
Diversity is an important issue for companies in every
business sector, and DiversityInc has become a vital
publication for monitoring news and trends across the full
spectrum of diversity topics as they relate to business. The
print edition of the magazine, launched in 2002, is published
monthly; but it comprehensively reports diversity news every
day on its web site (launched in 1998) with
original content written by a team of nine full-time
journalists at its home office in Newark, N.J. and bureaus in
Washington, D.C. and Los Angeles. It also publishes a free
e-mail newsletter six days a week.
The publication targets senior management at large
corporations and operators of women- and minority-owned
businesses, with feature articles and news items relating to
racial, gender, ethnic, religious and sexual diversity. Its
Diversity News column posts news items six days a week. A
Diversity Management section promotes the benefits of
diversity in corporations with information on business
practices and metrics in diversity recruitment, retention and
promotion. Other sections on Legal-Affirmative Action, Career
Advice, and Diversity Facts supplement numerous
diversity-related features that focus on topical events,
actions and news in the business community, education and
government.
The magazine asserts also that it maintains an extensive
database on more than 300 companies for benchmarking and
assessing corporate diversity management methods.
"Successful companies, particularly those with a global
reach, recognize the critical importance of diversity to the
wellbeing of its organization. DiversityInc is a receptive and
valuable media outlet in telling that story," says Patrick
McLaughlin, APR, account manager, Airfoil Public Relations.
"Informed companies want to tell their diversity story, be
acknowledged as progressive in this area, and help provide
best practices for other firms to consider and emulate.
DiversityInc is an excellent vehicle for client thought
leaders to articulate the rationale for embracing diversity as
a core guiding principal."
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Healthcare
practice expands
Airfoil has expanded its healthcare practice as it begins
work on behalf of Trinity Health System, America's
fourth-largest Catholic health-care system. Trinity Health,
headquartered in Novi, Mich., operates 45 hospitals and
hundreds of other health-care facilities in seven states from
coast to coast. Airfoil is supporting Trinity Health's mission
with efforts to expand awareness on both local and national
levels and to generate positive attention for the
organization's community programs. back
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Airfoil chosen as
finalist for Small PR Firm of the Year
PR News, a leading public relations journal, has
selected Airfoil as one of four national finalists for Small
PR Firm of the Year in its Platinum PR Awards program. The
finalists were chosen from among U.S. and Canadian public
relations agencies with annual income under $10 million.
Judges evaluated these firms based on their innovations,
client growth, retention and culture. More specifically, the
magazine looked at each agency's practice areas, employment
strategies, major accounts, top campaigns, notable
achievements, distinction from other firms, pro bono work,
client testimonials and other performance indicators for the
2005 calendar year.
Other contenders for the Small PR Firm of the Year award
are Coyne Public Relations, Peppercom and SHIFT
Communications. PR News received more than 800 entries
in all categories, and it will announce the winners on October
18 at an event in New York.
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