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August 2006
 
Spotlight
- PR gains momentum with marketers
Tech Term
- Content snacking
The Research Factor
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Laptops on the beach

Media Profile
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DiversityInc

Airfoil News & Views
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Healthcare practice expands

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Airfoil chosen as finalist for Small PR Firm of the Year

 
 



Content Snacking (kon'tent              snak'ing or kon tent' snak'ing), n., adj.

  1. Downloading and viewing short video segments-such as sports highlights, movie trailers or music videos-on a mobile device, such as a cell phone.
  2. Evaluation of a couch potato's mood at any point during a baseball broadcast.

 

 


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.

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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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