The Cream of the Crop….White Papers

And the Best Writer goes to..


After reading through all of my peers white papers, I found one in particular that stuck out the most to me in terms of writing.  Christy Valvano had a very well organized and intriguing essay on Fiddlehead Concepts Catering. Her executive summary was what caught my eye at first simply because of the way it was organized. She first went into detail about the history of the catering company and then proceeded to go into the details of what the company offers and why it stands out above the rest.  While reading her paper I was intrigued to discover more and actually go try their food.  While the flow of her paper was not only excellent and enticing, I thought she was gramatically correct and appropriately described and embodied the essence of what Fiddlehead Concepts Catering really is.  It made me want to keep reading.

Best Creativity is Awarded to..

In terms of creativity, everyone did an excellent job of truly being engaged in their topics, however I thought that one stood out above the rest.  Suzanne Komenski’s white paper “Roc Your Pickle,” was not only interesting, but fun.  I thought that of all of the titles that were created for the white papers, Suzanne’s caught my attention and made me want to read on. The organization and technological features used in her white paper made her blog stand out even more. Each picture was appropriately placed and related to what she was talking about.  After reading through her paper, looking through her hyperlinks and gaining a better understanding about the public market in Rochester, I have been wanting to pay a visit myself and see more. I also thought that her idea for a web 2o was really great. It would allow the company to better interact with their consumers and thats exactly what public relations aims to do.

Best Social Media..If looking simply just into the use of social media in our white papers, Jamie Ciccone stood out as the best to me. Her white paper was on Nike and the new Nike Fuelband. I thought the topic was not only interesting but the elements of social media that she used really pulled the whole paper together and made it look professional, interesting, and enticing.  After reading her paper and clicking on all of the hyperlinks and seeing what she had to say, I found myself curious about the product and about Nike as a company as well.  Jamie really put good effort into her paper especially with media features.  She used several appropriate links in the proper places, used videos to further illustrate her message, and incorporated a lot of great appearance features that I thought stood out with the product very well.


Heepo the Space Alien

1.) Based on my knowledge of Public Relations and my experience here on earth, I have found that people communicate in a variety of ways.  People constantly share their thoughts, opinions and beliefs with the people around them and in turn tend to manipulate other people’s thoughts, opinions and beliefs.  It is in the nature of communication that people end up having an influence on other people.  According to Wikipedia, crowd manipulation is the idea that people intentionally use of techniques based on crowd psychology to engage, control, or influence the desires of a crowd in order to direct its behavior toward a specific action.  For instance, Martin Luther King Jr. had a dream where people lived equally under god. He spoke and preached of his belief in freedom and equality in order to influence others to believe the same and pursue the fight to end racial discrimination and segregation.  He used the power of communication to manipulate people in order to make a great change.


In the time that I have studied public relations and the numerous concepts that it involves, I have come to realize that there is no set definition.  People have developed their own definitions over time and as a result, have applied it in different ways.  According to the Public Relations Society of America (PRSA), public relations is defined as a strategic communication process that builds mutually beneficial relationships between organizations and their publics.  I believe that this is a pretty accurate description of public relations and what it does.  After learning and experience public relations first hand I truly feel that it is public communication that creates, drives, and develops relationships, events, experiences and attitudes.  People are constantly influenced by these relationships and experiences particularly in the United States and other democracies.  The United States government is designed to give people the freedom of speech, press, religion, and choice.  With this people freely communicate their beliefs and thoughts which then is communicated to others, develops relationships, and influences others.  Public relations is everywhere particularly when it comes to democracy.


I strongly believe that public relations has always existed and always will.  Its a way of communication and building relationships which has always been a part of humanity just in different forms.  Looking into the history of public relations, it has been with us for thousands and thousands of years. Julius Ceasar spoke of it in his first campaign biography in 50 BC. Over time, public relations has changed through people’s growing thoughts and ideas.  Today, we now live in a world where technology is a constant part of people’s everyday lives. We text, skype, blog, tweet, like, comment and thrive through technology. Public relations today has turned into technological communication and has further developed stronger relationships between people.  I believe that public relations will continue to change over time and further strengthen the way people communicate and influence each other. Within the next fifty years, public relations will still exist, but most likely in different forms in the same way that it has changed in the past.

4.) Arthur W. Page was the vice president of AT&T in the early 1900s and developed several public relations principles. These principles include:

– Tell the truth (always let the public know what is happening and provide accurate representation of organization)

– Prove it with Action (actions speak louder than words)

– Listen to the Customer (understand what the public wants and needs)

– Manage for tomorrow (always be prepared and organized to avoid future difficulties)

– Conduct public relations as if the whole company depends on it (implement all planning with the public in mind)

– Realize a company’s true character is expressed by its people (make sure employees represent and reflect the

character of the company)

– Remain calm, patient, and good-humored (when crisis emerges be prepared to handle it and maintwith control)

These principles are all great ways for businesses and organizations to communicate, relate and share better with the public.  Today all of these are applied through basic communication.


Insight into the World of Public Relations

Early this evening on April 22, 2012, a small, friendly alien came down from another planet in hopes of understanding more about public relations and its impact on our world. Curious and eager to learn he wanted to know the following:

1. Impact of PR and Crowd Manipulation

2. PR, Democracy, and the United States

3. What is the purpose of public relations?

4. Arthur Page’s Principles on Public Relations Managment

For more information…

Or Contact:
Maria K. Schimizzi

Pinning Your Way to Success


My name is Maria Schimizzi and for this white paper I thought it would be beneficial to look into Pinterest as a company and a social networking medium using its best attributes as an exceptional marketing tool.  Pinterest has become one of the fastest growing social services in the world.  The small company took off in March of 2010 and has grown tremendously since. The purpose of the social network is to connect people through their common interests.  In the past two years, it has not only spiked the interest of millions of individuals, but businesses as well.   Based upon pinterest’s unique style, creativity and set up, the company has the ability to connect with businesses across the globe and use the social network as a marketing strategy.

Tom Kelleher’s book Public Relations Online provided great insight into how Pinterest can use lasting public relation concepts to succeed not only as a social network, but as a business.   It’s organized and structured to create relationships and share content with the people you love.  As an online media consumer I truly believe that Pinterest could benefit from Kelleher’s lasting concepts simply because of its dramatic growth in the past year and because of its outstanding marketing capabilities for other businesses. Kelleher goes into detail about peer-to-peer relationships and commerce-driven relationships, which contributes greatly to Pinterest’s overall purpose and goal as a company.  In order for Pinterest to reach their stakeholders and build stronger relationships, they need to connect better with businesses and make joint efforts to ultimately connect with the consumer. Below is a SWOT analysis of Pinterest and its marketing capabilities:Looking at the SWOT analysis above, Pinterest has the ability to build relationships through business efforts.  It is important for the company to take advantage of this and its other capabilities and use them in order to grow even further.  Some of the best ways to create these strong relationships is through some of Kelleher’s lasting concepts.

PR Concepts Meets a Great Marketing Strategy

After doing research and experiencing Pinterest as a consumer myself, I began to realize that this small company could be the next “big thing.”  Facebook and Twitter have grown tremendously over the past several years however, marketers still find difficulty in developing successful ways to market their businesses through these social networking sites and ultimately struggle in connecting with their consumers. Pinterest on the other hand, has developed a way for marketers to not only reach their consumers, but also increase sales and improve upon retention rates. The company is set up in a way that people are connected.  Peers repin other peers pins and so on and so forth.  This gives marketers a benefit simply because it drives web traffic, provides exposure to a brand and sells more products. This in turn gives Pinterest a competitive advantage over other social networks. It creates peer-to-peer relationships along with commerce-driven relationships all on its own.referrals.jpg

According to Kelleher, peer-to-peer public relations can be broken down into either two-way asymmetrical public relations, or two-way symmetrical public relations. Two-way asymmetrical public relation efforts are typically unbalanced.  Organizations look to get feedback from the public but only in order to use it in a way that ultimately influences the public even more.  Two-way symmetrical PR is the organization looking at the public’s interest and finding some form of balance between the public’s interest and that of the business.  In relation to Pinterest as a company, its peer-to-peer efforts are pretty evident just in how the site works. People are able to take their interests and “build their own.” The company gets feedback from the public through different pins and through its web traffic. In return, the company simply allows the users to create their own and share.  Other businesses should use this as a way of getting feedback on their brand and products.  They can look at the web traffic and see what people “like,” “comment” on and “repin” to gain a better understanding of what the consumer wants.  This is all done by simple peer-to-peer interaction.

In terms of commerce-driven relationships, Kelleher explains how “online technologies, individual people and cultures all come into play in building and maintaining dollar-driven relationships.” Pinterest epitomizes individualism and culture through commerce driven relationships.  People are influenced by travel and places, apparel, home décor, and food to the point where people are unaware and do not realize that they are being advertised to.  Pinners are constantly influenced by their followers, which then creates a cultural environment through each Pinterest relationship.  It almost works in the same way as the concept of word of mouth.  People feed off of each other and spread content rapidly.  Marketers need to understand that given Pinterest’s design, their brands and products can spread like wildfire and create stronger relationships with their consumers more so than that of Facebook or Twitter.


Web 2.0

Pinterest already as it is uses web 2.0 as a tool based simply on its web design and overall content and layout. People are able to connect with the people they know and share content online. As a way for Pinterest to further connect with individuals and businesses alike, the company should create a way for users to communicate with the business first hand.  The company already connects users and businesses to other social networking sites like Facebook and Twitter, but in order to take Kelleher’s lasting concepts of public relations and put it to better use, they should create a blog or Pinner for the company so that users and marketers can communicate better with them.  If the company itself had a Pinterest account it could reach its users, stakeholders, and businesses through their own pins, likes, comments, and pinboards.  It would be as if the company was a peer itself and could relate with the consumer on the same level. This would not only allow consumers to see what future plans Pinterest has in store for the pinning community, but it would also allow businesses to further share their input and work as one with the company.


We live in a world of technological communication.  People are able to share thoughts, ideas, beliefs, cultures, photos, videos and other content to others all over the world.  We have reached an age where relationships are thriving everywhere, particularly through social networks like Facebook and Twitter. Much like individuals, businesses have turned to social networks as a means of marketing their brands and products, but have only found minimal success.  This has all changed now with the rise of Pinterest.  Businesses are not only able to market their brands and products, but create stronger relationships with their consumers.  This has been done with the website’s simplicity, uniqueness, and creativity.  The company has already reached great success, however, I believe that if Pinterest applied Kelleher’s lasting concepts of public relations, the company and social network could thrive even more so.

Supporting Documents

Pinterest not only for Window Shoppers, Over 1 in 4 Buy

Demandware Labs Releases Pinterest Integration for Retailers

Utilising Pinterest to Drive Traffic to Your Social Media News Release

“Pinterest” and the Importance of Ethics

Over the past year or so, Pinterest has grown dramatically and reached millions of “pinners” around the world.  Pinterest is in short, a virtual pinboard that allows you to organize, create, and share beautiful interests on the web with family and friends.  Some of the most common pinboards include, home decor, weddings, travel and places, health and beauty, and people’s favorite recipes.  One of the most intriguing aspects of Pinterest, is its idea that you have the freedom to post, share or repin what you desire.  This at the same time  can cause some controversy.

Given Pinterest’s flexibility and freedom, as a business and a social network, the company has to be aware of all ethical issues that can come into play.  At the start of your Pinterest experience, you are encouraged to understand and forego “pin etiquette.”  The “guidelines are based on collective input from people using pinterest.”  In general, they suggest that all pinners be respectful, authentic, credit your sources, report objectionable content, and tell us (the business) how to make Pinterest better.  All in all, Pin etiquette is aimed to help create a positive community centered around people’s common interests.

In terms of Pinterest’s Terms of Agreement,

“You acknowledge and agree that you are solely responsible for all Member Content that you make available through the Site, Application and Services. Accordingly, you represent and warrant that: (i) you either are the sole and exclusive owner of all Member Content that you make available through the Site, Application and Services or you have all rights, licenses, consents and releases that are necessary to grant to Cold Brew Labs the rights in such Member Content, as contemplated under these Terms; and (ii) neither the Member Content nor your posting, uploading, publication, submission or transmittal of the Member Content or Cold Brew Labs’ use of the Member Content (or any portion thereof) on, through or by means of the Site, Application and the Services will infringe, misappropriate or violate a third party’s patent, copyright, trademark, trade secret, moral rights or other proprietary or intellectual property rights, or rights of publicity or privacy, or result in the violation of any applicable law or regulation.”

In short, the terms state that Pinterest is not responsible for the content you post, it is considered “user content.”  This prevents the company from being liable and getting sued for user content.  Many people do not realize that this is the same terms asked by Facebook as well.  The terms clearly explain in detail all information needed to protect both users and the company. Pinterest makes sure to maintain and encourage a positive community which is made clear in their terms of agreement. Do to their positive input, most pinners maintain the same ethics and encourage others to embody the same values through the Pinterest community.

Given this information, I believe that the ethical standards of the business have been taken seriously and dealt with upfront.  Pinterest clearly understands the possible ethical issues that can arise from social networking and sharing content, which is why their terms of use is in such great detail and continuing to change.  The newest form of their terms of agreement came into effect on April 6, 2012.

Edward Bernays the Father of Spin

Edward Lewis Bernays has often been called “the “the Father of Spin” and has stood out as one of the most influential founders of public relations.  He was born in Vienna in November of 1891 and was oddly enough the nephew of Sigmund Freud.  His family background and customs contributed greatly to his future in public relations through the power of ideas. Within the first year of his birth, his family moved to New York City, where Bernays spent the rest of his childhood.  After obtaining his high school degree, Bernays attended Cornell University and earned a degree in agriculture.  Despite his studies at college, he followed his intuition and established a career in journalism. His career started during World War I under Woodrow Wilson’s administration and his ideas and techniques on propaganda and democracy influenced much of the public information during the war.

During his time spent on Wilson’s Committee on Public Information (CPI), Bernays aimed to reverse the negative public view on war and instead, promoted the slogan “Make the World Safe for Democracy.”  The CPI incorporated several advertising, marketing and psychology techniques into its forms of propaganda at the time. As a result, Bernays then took these techniques and his overall experience working on the committee as a way to further reach the public for the democratic government.  Bernays was actually the one of the first people to influence public opinion using the subconscious. In other words, he felt that manipulation was necessary in society and reaching the public.  This technique most likely derived from his uncle Sigmond Freud, who was one of the founders of psychoanalysis. Psychoanalysis is the physiological theory that says human behavior, experience, and cognition are determined by innate and irrational drives.  Freud developed a technique to get into the world of the subconscious and from there developed tools for understanding desires of large proportions.  Bernays then took these tools and used them to manipulate the masses.


Given that Edward Bernays used his experience and knowledge of psychology in his public relations efforts, his techniques influenced many people.  Of these, was a French writer, Gustav LeBon.


Gustav LeBon originated the theory of crowd psychology. Crowd psychology is a branch of social psychology in which ordinary people can gain power by acting collectively.  The main idea is that people can merge ideas in groups and form a single way of thinking. This technique of manipulation of consciousness was used as a transition to democracy.  People like Bernays wanted to develop new attitudes and ideology in society and did this kind of manipulation through propaganda. Here is a final video of Edward Bernays’s propaganda efforts.

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