Press Release

BLACKBERRY INTRODUCES THE FIRST SLIDER PHONE: BLACKBERRY TORCH 9800

 

Phoenix, AZ: October 4, 2010

The Torch is Blackberry’s first slider phone. Sliders, a technology once thought outdated, have been revived to bring this multi-faceted phone to life. The vertical slider incorporates a full blackberry keyboard, as well as a 3.2’’ touch screen display. Yet, this is only the first of a long list of new features the phone incorporates. The phone features an upgraded 5MP autofocus camera with flash and video, the new Blackberry 6 operating system, next generation messaging, 3G Broadband network, and much more.

The Blackberry Torch is to be sold exclusively through AT&T in terms of US carriers, however, international carriers such as Rogers, Telus, Bell and Virgin are all slated to release the Torch in due time. It is still unclear if other networks will acquire a version of the Blackberry slider or if AT&T has locked down this style as they have with the iPhone.

The reason for the exclusivity is because AT&T is largely responsible for the mere existence of the Torch. After extensive research AT&T revealed that there was a vast market of people who felt the need for a keyboard, and with Blackberry often referred to as “Crackberry” it was obvious which manufacturer to combine forces with in order to target the most immense audience. After two years of research and creation, Blackberry and AT&T rolled out a phone that was leaps and bounds above all other phones available.

The Torch, while an original, is still immediately recognizable as a Blackberry. Its design resembles that of the line of Bolds available. Though it’s heavier than other phones at 5.7 ounces; that adds to the appeal providing a sense of luxury in that quality material was used to build this device. The phone itself offers the most of the usual Blackberry buttons, minus the usual left side convenience key of most BB devices. The phone also features the optical track pad rather than the roller ball of older BB devices.

Blackberry has also upgraded to the first proper touch screen rather than the SurePress technology used on their other touch screen phone the Storm. This touch screen masters the techniques seen on other successful touch screens, such as the iPhone, supporting gestures like: pinch, slide, touch, hold and double tap.

The new Torch unleashes a surplus of features that will have any smart phone user giddy with glee. These phones are sure to fly off the shelves.

PR Challenges

            Public relations has played large role in continued success of many companies and the new success of young organizations. Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and patience” (Cameron, Wilcox, Reber, Shin, 2008). However, overcoming the challenges of a constantly change public attitude does not always work out. It’s very important for public relations to reach a wide audience, and it’s a challenge to market to the world in just the right way in order to maximize the potential client directory.

            For instance, in 2005 Ford motor company ran an advertisement campaign to target the gay and lesbian community by advertising their products in gay and lesbian magazines. With their success in bringing in a new community of buyers, they also had to deal with a backlash from another group of people who felt that Ford was out of line. Conservative groups like the AFA (American Family Alliance) threatened to boycott the company unless the advertisements were pulled. Distraught over the situation, Ford decided to pull the advertisements from the gay and lesbian magazines. Although, after a time they reinstated the adds at a risk to their own success. Fights ensued between the AFA and the GLBT (Gay, Lesbian, Bisexual and Transgendered) that consequently affected the car company both positively and negatively. While the company won the praise of the GLBT, it outraged the people of the AFA. No matter what position Ford took, it was clear that they could not avoid some sort of controversy.

            In the scenario above it’s no doubt that Ford had found themselves in the middle of a crisis. A crisis can be defined as a, “major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services, or good name” (Cameron, Wilcox, Reber, Shin, 2008).  This can include just about anything that threatens the well being or reputation of someone or something. To handle the negative impact left behind due to the crisis it was important for Ford to invest in public relations to try to put the company back in a positive light with all segments of people they wanted to market to. Public relations companies can take a crisis like Ford’s and turn it around so that Ford can weather the challenges of the progression of time. One such company that specializes in PR is Airfoil. “Airfoil Public Relations has weathered two recessions and come out on top as a nationally recognized agency specializing in public relations and marketing communications. Since its founding in 2000, Airfoil has helped establish and solidify its clients as leaders in their respective industries through strategic, creative communications, characterized by Airfoil's "higher thinking" means of creating differentiation” (Business News, 2010).
            During an organizational crisis the role of public relations is to help the company overcome the problem and maintaining good grace with the public. Some ways these experts go about handling a crisis like this is to take certain steps. It’s important for PR to show that Ford wants to put the public first, to have Ford take responsibility, to be honest and never say “no comment.”  Designating a single spokesperson can make it easier for people to relate to the message being portrayed. Public relations would want to help the car company create a central information center in order to provide a constant flow of information. They would be familiar with media needs and deadlines, be accessible, monitor news coverage and phone inquiries, and communicate with key publics.

            Managing those key points would help Ford tackle the controversy and appeal to their buyers with their message. It’s important for companies in the middle of a crisis to hire somebody to handle the public in a beneficial manner. Trying to ignore the problem or hide it will only backfire on a company in the long run. It’s important for a company to maintain its integrity, and handling a problem correctly helps. Many companies simply are not suited to handle the public on their own, and this can cause more trouble when they take on the challenges incorrectly. Certainly some situations can be taken care of without help, but that’s running a risk.

Controversial situations are unfortunately not few and far between, but rather a large challenge for companies and Public Relations experts to work around. The first step to overcoming conditions like the one above is to thoroughly do research to try to anticipate the reactions of the public to each message that’s going to be presented. Research is used in public relations in many ways. For instance is used when formulating strategy. It’s important that a company take the right approach when considering what kind of message would be most beneficial to provide to the audience to get the point across. Research is used to prevent a crisis, by locating problem areas before they become public. Research can also help influence public opinion, presenting enough facts in favor of, or against can help sway others. Research is also used by management to keep in touch with employees and customers by giving them insight on their opinions and thoughts. Understanding the world and the public is vital to the success of public relations. Research is the only way that public relations can hope to set short and long term goals. Without knowing how the public may react, goals become useless. Research helps shape and build campaigns by providing strategies, locating problems, countering opponents, and connecting to the public.

After enough research public relations can find a good grasp on the mood of the public. Public opinion is defined as “the collective expression of the opinions of many individuals bound into a group by common aims, aspirations, interests, needs, beliefs, and ideals” (Cameron, Wilcox, Reber, Shin, 2008). By targeting the public opinion correctly, public relations can attempt to sway the majority consumers to their cause. By enlisting what is referred to as opinion leaders is one way to gain support. There are two types of opinion leaders, the formal and in informal. Formal leaders are elected officials, company presidents, and group heads. The other type is the informal opinion leader, who has a significant amount of popularity among peers. They are possibly seen as role models, or they can successfully exert peer pressure. When it comes to the media these opinion leaders exude the most influence over the public. For example, hiring a relevant and admired celebrity can be a great way to advertise goods and services to the public.

It’s also important for companies to advertise correctly to the correct publics. Going back to the Ford crisis, the car company chose to market its cars towards both a liberal and conservative community of consumers who would be potential customers to bring in revenue. Unfortunately their marketing campaign drew in controversy, but they accurately found a new group of consumers to market to. By placing their car adds in GLBT magazines they earned the respect of that community and earned new buyers. At the same time Ford would market their cars to the AFA by advertising their family cars in religious magazines as well as through family television commercials. Advertising the right message to the right community of people is part of what makes public relations an asset to big companies like Ford. 

For instance, a news release shows the popularity of Ford among the country of China. “Sales of Ford cars in China amounted to 133,900 units in the third quarter of the year, with September sales grew 26 percent thanks to growing demand from Chinese consumers for Ford's passenger and commercial vehicles, according to data recently released by Ford Motor” (Ford Car Sales, 2010). In this case, it would be profitable for Ford to really push the correct advertisements to this segment of people to maximize the available profit brought in. Bringing in public relations experts to target the Chinese audience in a way that will advance Fords sales would be beneficial to the company. It’s important to target this pivotal audience correctly, rather than throwing random non motivating advertisements at them. 

Reaching out to the right public can be done though certain public relations tactics like: news releases, publicity photos, media kits, pitch letters, newsletters, magazines, electronic newsletters, brochures, radio, television, satellite media tours, personal appearances, talk shows, magazine shows, product placements, internet, podcasts, weblogs, media interviews, print interviews, news conferences, press parties and media tours among others. One of the most efficient forms of public relations communications instruments is the news release which is more commonly known as the press release. News releases are one of the largest components of a public relations specialist. About fifty percent of news stories come from news releases, and seventy-five percent of journalists use news releases to supplement their stories. A news release is written with the, “journalistic “inverted pyramid” approach to writing. This means that the first paragraph succinctly summarizes the most important part of the story and succeeding paragraphs fill in the details in descending order of importance” (Cameron, Wilcox, Reber, Shin, 2008). The News Release is definitely one of the most effective tactics as it reaches the largest amount of people in the shortest time. As well as the fact that it’s one of the most widely used.

Public relations has been a vital part of the growing success of companies because with the help of PR companies are able to reach a wide audience and overcome the challenges that come with trying to market to such a diverse world of people in order to capitalize on the potential client listing. Public relations experts are able to reign in problems that turn into disasters through crisis management. Though the idea is to avoid such predicaments and one way to do that is through research that will adequately arm them with an idea on how the public might react to certain messages. Progressing after research is to target public opinion and persuade that opinion in a way that is favorable to the company and its goals. From there it’s important to figure out where each message will reach an audience and create the greatest positive impact. Then finally the process goes to the type of public relation tactic to be used to complete the process and finally reach out to the public. Without public relations it would be difficult for companies to overcome the challenges that are present in a constantly changing economy and society.

 

Sources

Business News; Airfoil Celebrates 10 Years of Technology Public Relations Success. (2010, October). Business & Finance Week,64.  Retrieved October 18, 2010, from ABI/INFORM Global. (Document ID: 2161362231).

Cameron, G.T., Wilcox, D.L., Reber, B.H., Shin,J.H. (2008) Public relations today: managing competition and conflict. First edition. Boston:Pearson Education

Ford car sales in China up 26 to 50,970 units in September. (2010, October 13). China Business News. Retrieved October 18, 2010, from ProQuest Newsstand. (Document ID: 2160436691).

Delivering Bad News Tactfully and Effectively

“You are a department manager in a mid-sized company that provides technology support services.  You have ten employees who are required to maintain a high level of technical expertise and deliver excellent customer service.  One of your employees, who has been with the company for two years, is performing at a substandard level and you have received numerous complaints from customers and coworkers.  In addition, this employee has displayed confrontational behavior which has created a hostile environment.  You must now meet with this employee and deliver an ultimatum regarding the need for immediate improvement or dismissal.” Explain how you would approach this employee, anticipate the employee’s response, and discuss which conflict resolution techniques you would use.
            Providing bad news to somebody or communicating a problem can be a real challenge in itself. It’s important not to exacerbate the situation and make it worse, so therefore the right steps must be taken in each situation to ensure that the receiver of the bad news takes it correctly and doesn’t get hurt. I think that as it’s laid out the importance is to ensure that negative comments end positively. A direct approach is more forward and simply explains the problem bluntly, using this approach would be best with smaller problems that won’t necessarily hurt anybodies feelings. Again it’s still important to end on a positive note, by either offering news on what’s been done well, or offering an idea on how to correct the problem. Another approach that can be taken is the indirect approach, and this approach would be used with bigger problems that may have a tendency to illicit an emotional response if delivered poorly. Beginning the statement in a positive way softens the blow for when the negative information is slipped in.

In this instance, the best way to deal with the issue may be to use a mixture of both the indirect and direct approach in this situation. It would be important to handle this situation carefully. On one hand it’s important to ensure that the employee doesn’t get more upset because it is clear he has a track record of hostile actions. On the other hand this is a very imperative problem to get control of at once. Allowing the controversial behavior to continue by not directly handling it would not provide results that is why it is key to use assertive communication which is, “the ability to speak up for one's interests, concerns, or rights in a way that does not interfere with the interests or infringe on the rights of others” (Cahn, 2007).

Taking preventative measures to avoid conflict is crucial. One way to do this is to understand a phase of an argument known as the prelude to conflict stage, which focuses on four dynamics. The first dynamic is the participants and the factors associated with them such as age, gender, and number of people in the conflict. Second the relationship of the opposing parties, which includes factors such as hierarchy, depth of the affiliation, and dominating tendencies. The next dynamic involves third parties interested in the conflict, which can either propagate the argument, or inspire a more relaxed debate. The fourth and last dynamic explores the environment, both physical and social. Having an understanding of the dynamics involved in conflict gives a communicative advantage; being prepared for such factors allows those in the quarrel to predict the direction each participant will take within the argument.

Predicting the reaction of this employee would be critical to remaining in control of the situation. This employee has a reputation for poor communication and possible over reactions. The employee is likely to freak out and elicit and emotional response to the negative news. That is why it is important to close the statement with something positive (Roebuck, 2006). Starting positive and ending positive allows the employee to take the bad news in the middle better.

In this situation one way to defuse the situation from something emotionally fueled is to allow the employee a chance to communicate; to describe the situation and offer his or her side of the story. It is the responsibility of the supervisor to assist each employee with the tools needed to succeed. “If there is a problem with the message, express it openly and allow the opportunity for open dialogue” (Green, 2010).

Handling the poor performance of this employee quickly will ensure that his behavior does not continue and does not spread throughout the rest of the staff. Listening to the complaints of the customers and employees if a company’s first priority in maintaining a positive atmosphere for the business.

                                                                         Sources

Cahn, D.D., and Abigail, R.A. (2007). Managing conflict through communication (3^rd ed.).
            Boston: Pearson Education.

Green, V.. (2010, April). President's Column. The South Carolina Nurse, 17(2), 2. Retrieved
            December 20, 2010, from ProQuest Health and Medical Complete. (Document
            ID: 2065542101).

Roebuck, D. B. (2006). Improving business communication skills.  Upper Saddle
            River, N.J.: Pearson/Prentice Hall.

Media Technologies

            There are numerous forms of media technology that have enhanced the way we communicate today. Generation Y has welcomed these updates, becoming known as the E-Generation, “Because they are such voracious consumers of electronic media” (Cameron, Wilcox, Reber, Shin, 2008). Some of the most popular advancements in media technology are cell phones, social networking, internet and blogs.

Cell phones have become part of almost every person’s life, and the Y and Z generations are ensuring that this form of communication continues to thrive. Cell phones have become popular both for personal use as well as business use. These small devices have become a pivotal way for people to keep in contact, kids as young as five have been given phones. As technology advanced cell phones went from being just a phone, to a multi-media device. Smart phones can do what a computer/lap top would do but on a smaller scale. They are now adapted for internet browsing, instant messaging, music, and some networks are even adding the option of radio to their phones. New innovations for this small phone are constantly being unveiled such as, “a new Google mobile phone embedded with a chip that makes it a virtual wallet so people can "tap and pay" is poised to make its debut. The smartphone runs on fresh "Gingerbread" software and is embedded with what is called a near-field communication chip for financial transactions, according to Google chief executive Eric Schmidt” (Pay Phone, 2010). With all these developments mobile phones have become an addiction in the lives of many. People jump through hoops to maintain a constant connection with the world.

Social networking websites have made communication even easier. These sites bring together hundreds of people under one friend list. It’s simple to communicate a single message to the whole list of people. Having everybody at easy access has successfully brought together long lost friends and is helping to maintain acquaintance type friendships. Many people use these websites for personal pleasure, and more often then not making so much information available can hinder business success of an individual. However, social networking cites can actually play a positive role in corporations. These websites make advertising easy for companies, “Southwest Airlines has become the first airline to reach one million fans on Facebook! And while there are a million ways to celebrate, we've decided to offer our fans a special Rapid Rewards promotion, available today only” (Southwest Airlines, 2010). Facebook has even updated it’s profile layout in order to better accommodate advertisers without hindering its users. The new profile is reliant on people updating personal information such as their interests. From the information given, advertisers can get a better idea of what users are looking for and target those users who would be most likely to enjoy the products being offered by individual companies.  

The internet is another form of media technology which has been successful. The internet is a way to put up and share information with the world. I envision that as the current generation grows, they will push for the internet to replace places like libraries. Research is done more heavily on the internet as the process can be streamlined for more precise information about a topic. For now, the internet is a way information to be shared on a large level. “Law firms are increasingly resorting to social media such as You Tube to boost brand visibility and show off their range of legal services. Lavery LLP, which this week unrolled a bilingual advertising campaign that will run in a first wave before the end of the year and then again in January, is using You Tube to promote specific practice areas for its business-law specialty in a fast-moving video lasting one minute and 39 seconds” (Leger, 2010). Websites like you tube offer people the opportunity to share visually interactive information. Sometimes this website can offer unknown individuals what has been called fifteen minutes of fame. Some celebrities such as Justin Bieber used this website to get known and sometimes this can be a huge success.

Another flourishing media technology that has become extremely prevalent is blogging.  Blogging has become more and more popular over the last five or so years. Blogging is a way for people to share their personal opinions, thoughts and conclusions with the world. A blog can be more professional and business like and read like a newspaper, or they can be personal; a way for people to reach out to their “fans.” Blogs are most often used as a form of self promotion where people share their thoughts and skills with the world in hopes to be recognized. Blogs can get people recognized in a way that will enhance careers. On the other hand some blogs are meant to have a more personal touch, where people just want to share their opinions and ideas with others and gain feedback. Another form of blogging that has gained in popularity over the last few years is online higher education. “Shared video media and blogging embrace a potential to facilitate communication and reflection among online higher education students” (Olofsson, Lindberg, Stödberg, 2011). The online schooling platform has students participate in weekly discussion boards, a form of blogging. Blogging is another form of media technology that will continue to grow and expand in the world.
            Through all the advancements in media technology, communication has never been more effortless. All the developing forms of media are unique in their purpose but they all target an audience that’s so broad it cannot accurately be defined as anything other than almost everybody. Some of the most trendy media forms of the moment are cell phones, social networking sites, internet, and blogging. All of the above are quickly taking over and changing the way communication has happened in the past.

 

Sources

Anders D. Olofsson, J. Ola Lindberg, & Ulf Stödberg. (2011). Shared video media and
            blogging online :Educational technologies for enhancing formative e-
            assessment?. Campus - Wide Information Systems, 28(1), 41-55.  Retrieved
            December 13, 2010, from ABI/INFORM Global. (Document ID: 2209835301).

Cameron, G.T., Wilcox, D.L., Reber, B.H., Shin,J.H. (2008) Public relations today:
            managing competition and conflict. First edition. Boston:Pearson Education

KATHRYN LEGER.  (2010, December 10). Law firms use You Tube to show off
            services, specialties. The Gazette,B.3.  Retrieved December 13, 2010, from
            ProQuest Newsstand. (Document ID: 2210948741).

`Pay phone' a tap away. (2010, November 17). The Gold Coast Bulletin,26.  Retrieved
            December 13, 2010, from ProQuest Newsstand. (Document ID: 2195299881).

Southwest Airlines; Southwest Airlines Announces Rapid Rewards Triple Credit Offer
            Exclusively for Facebook Fans. (2010, December). Transportation Business
            Journal,101.  Retrieved December 13, 2010, from Research Library. (Document
            ID: 2208015121).

A Passion for Photography

            “I love having a camera. To me, I always envision I can never get this moment back. Our minds go, but hopefully we can bring back those memories in a snap shot.” –Amy Roloff

            My passion for photography started when I was young. I always wanted to grab the disposable cameras and snap away. As technology advanced I was introduced to a multitude of digital cameras. Quickly my family began to depend on me to photograph all events such as birthdays, holidays and more. Running parallel to my passion for photography was an obsession with photo editing programs. Through years of fun experimentation I was able to hone a skill that I may be able to turn from a hobby into a career. I want a job that I'm excited to pursue, and I know that behind the lens of a camera is exactly where I need to be to be happy.

[11/13/10 - From a photo shoot that I conducted with my cousin and her best friend]

            "I think photography is the career choice for me. I think I can honestly say I really do love it, like I have a riot with it. And I wanna improve and you know I think about it all the time and it's just awesome. Photography is just you and what you see and how you see." –Jeremy Roloff