Canada's Push to Become Major Energy Producer

     The Canadian Oil Sands are well known sources for massive reserves of crude, but the use of oil as a whole has a very negative connotation in the "green" world we live in today.  In a recent PR campaign, the Canadian government has begun to throw money around to promote tapping the countries' vast expanses of oil.  Recently the government hired an ad firm to promote the use of Canadian oil for a cool 22 million dollars.

     Much to the grief of environmentalists, the Government is pushing heavily for the use of pipelines to tap the countries oil and natural gas reserves.  While the notion is not compliant with "renewable green energy", the Canadian government is right to promote using their natural resources.  While green energy is a lovely thought, the technology is not advanced enough for a nation to be oil independent.  To promote their economy and private sector, the Canadian government is looking out for the best interest of the nation.  The one aspect that should be added to the campaign would be emphasizing the job creation, and the eventual goal of utilizing more renewable energy in the future.  The government needs to remind the people that utilizing natural resources isn't a step backwards, rather a leap ahead for the Nation as a petroleum producing exporter. 



 For More Information:
http://www.thestar.com/news/canada/2014/01/09/ottawa_hires_ad_firm_for_22_million_oilsands_campaign.html
http://o.canada.com/news/federal-government-planned-strong-pr-campaign-to-promote-oil-industry/

Societal Factors on Internal Communication

Now more than ever, internal communications with employees is an extremely important process for businesses to undertake. Recent societal issues such as world wide scale  layoffs of employees and economic down turn have greatly impacted employee loyalty.  Other factors that have changed internal communication include the gap in compensation between senior officers and common workers, and rapid globalization of the business environment. 

When dealing with employees, management must consider three basic ideas before the communication process begins.  Management must establish whether or not they can effectively communicate with employees.  Next is analyzing if the communication is trusted and relays the appropriate message to employees.  Finally, management must communicate their commitment to the employees and to create a rewarding work environment.

When creating employee communication strategies, employers should utilize numerous tools at their disposal.  Such tools include internal communications audits, online communications, intranet, and print mediums.  Using these tools allows an employer to communicate a message to the employee public as well as receive feedback from employees. Arguably, receiving feedback is the most important item to be attained through the internal communication process. 

Differences in Writing Between Scott and Seitel

When looking at Scott and Seitel's opinions on writing effectively the two do have many similarities.  However, the two authors differ on several subjects relating to writing in the public relations field. By studying the two opinions, one can understand the entire picture of writing more effectively and reconcile the differences between the two. 

 The first difference arises on the subject of releasing news releases.  The way Seitel described News releases, he seemed to believe that news releases should only revolve around large newsworthy events such as impact, oddity, and conflict.  Scott on the other hand believes in finding good reasons to send releases all the time.  The middle ground between the two ideas is not releasing enough that the messages get perceived as spam, while maintaining items that are worthy of news quality.  

A second difference that arises in that Seitel is very focused on writing for eye when writing articles and Scott seem to advocate using more media rich content rather than putting the content into writing.  Basically, Scott likes to include videos, links to blogs, or ebooks to promote further interaction, and Seitel likes to get all the facts that people know on one article.  Combining the two options would be a good way to bridge the gap.  Providing what needs to be stated in an article with the option to explore additional content through links. 

Writing For the Ear and the Eye

When writing for the ear, one must keep in mind that a listener only has one chance to hear the desired material.  If the listener fails to comprehend the message the first time, then a second chance to hear the message is slim to none.  Taking that fact in mind, a writer must be able to grab a listener's attention quickly, Listeners who are captivated early in a speech are much more likely to pay attention throughout and retain more information.

Writing for the eye on the other hand has some inherent differences that a writer must take into consideration. Writing for the eye means a reader can review the piece several times to ensure comprehension of the material.  When writing for a reader, facts must be legitimate because the reader has the means to research those facts.  Writing for the eye and the ear both however, must be able to quickly captivate an audience to ensure interest.   

Viral Videos

Everyone has experienced a video going viral.  Suddenly out of nowhere the likes of Gagnam Style, sneezing pandas, and awful music videos about foxes spring up and captivate the internet for several months.  These videos go viral because they are readily seen.  Countless people share these videos to friends, who then share them with their friends.  The cycle repeats until the internet's next big sensation is in full force.    

If an individual is looking to make a video or blog post go viral they should follow a few principles to assist in the process.   First one must take into account current events and trends through twitter, the news, or online communities like reddit.  By staying up to date you have a better chance to make a popular piece of online media.  Using eye-catching tags and keywords are very important to drawing in potential viewers.  Other important aspects to put into a video is the use of humor, good visuals, and even try tweeting famous people your video.  

From a personal view the best advice to give someone trying to go viral would be to utilize the online community of reddit.  Many internet fads have begun at that site through the large community and creative people.  "Redditors" can be very critical of original content, but if the material is well received it will begin spreading like wildfire through the community and beyond.  Famous people such as Snoop Dog, Arnold Schwarzenegger, and even President Obama have posted on the website. 

For more information:
http://webtrends.about.com/od/howtoguides/tp/How-to-Go-Viral-Tips-For-Going-Viral.htm

http://www.thedrum.com/news/2013/10/21/science-sharing-what-makes-video-go-viral

Scott's Advice on Social Media

In the New Rules of Marketing and PR, David Scott has a lot of advice for the reader to consider when dealing with the vast world of social media.  Some of the key pieces of advice to take from the reading is using the appropriate site, optimizing social networking pages, and using social networking to aid in crisis communications.

Scott advises the readers to make sure they are using the appropriate social media site for the goal that organization wishes to achieve.  Using Facebook and Twitter are relatively universal sites, however, some sites are better suited for different purposes.  If you are marketing yourself as a professional, LinkedIn is a very good choice, where as tumbler and instagram are very useful for pushing media rich content.  Scott is correct in believing that you need to choose "the right tool" for the right job when using social media.

Optimizing your social networking pages is a very valuable tool to help with promoting yourself, or your product to the public.  Scott advises that people take actions such as targeting a specific audience, creating lots of links, encouraging people to contact you, and participating with the public.  By taking Scott's advise, you can create a very high quality and successful online rapport.  

The last piece of advice to be discussed is the idea of using social media to aid in "crisis communication".  Being honest and forthright with social media allows and organization to avoid being accused of hiding information, or covering up an issue.  Using social media allows an organization to quickly push out a statement on the crisis to a large sum of people.  Scott is correct in believing just that because so many people are glued to social media.  Informing those people in a clear concise manner should be a top priority for PR specialists.
 

Seitel Vs. New Rules

Fraser Seitel describes 12 points on which an individual should adhere to when dealing with the media.  Some of his points are shared by Dan Meerman Scott, author of The New Rules of Marketing & PR.  The two share views on points such as treating bloggers and reporters as respectful as possible.  Doing so allows you to gain the favor of the people you are talking to.  Both authors also seem to agree that "a reporter is a reporter".  Scott describes using online means to attract media attention, doing so isn't that much different than dealing with a reporter that is off duty.  Finally, both authors feel that reporters should be treated individually.

The two authors differ on a couple points, the first of which is Scott is much more focused on the internet side of PR and marketing.  Seitel's points invoke the thought of someone speaking on CNN rather than blogging online. Another difference arises in that Seitel doesn't mention the idea of globalization where-as Scott focuses heavily on globalization.

In conclusion both authors share similar, as well as different views on the idea of dealing with the media.  Through reading both ideas, the reader forms a more complete knowledge on the subject and is better informed for the future.