By Audrey Beckett

The results of the October 2009 Wake County School Board elections have created a steady stream of media coverage, with new topics taking priority every few weeks. Much of that coverage has been negative, or at the very least, had potential to inflame parts of the board’s constituency.

The four newly elected board members shifted the board to a conservative majority. Debra Goldman, Chris Malone, John Tedesco and Debra Prickett made it clear from the beginning that big changes were going to be made to the system’s assignment and busing policies. The concern that has been raised most frequently is that these new changes will discourage diversity within the Wake County Public School System.

Many of the tensions surrounding the school board are political and I have no intention of taking a political side in this blog. However, regardless of any individual’s political ideology, there are some public relations issues that should be addressed.

A significant amount of criticism has been leveled against the board by civil rights organizations who oppose the board’s proposed end to busing for racial and socio-economic diversity. The North Carolina chapter of the National Association for the Advancement of Colored People (NAACP) has been vocal about their fears. Reverend William Barber, president of the chapter, has stated, “We’re no longer going to sit back and watch our schools, without any challenge, go back to segregation. ‘Separate but equal’ does not work. We know that.” Regardless of the board’s intentions, this is the kind of bad press that they need to address head-on. Being associated with racism, segregation and ineffective historic policy is a PR nightmare that should have been quickly and forcefully refuted.

It may have seemed easy to write off complaints when they were coming from the board’s political opponents.  However, a recent survey distributed by the board itself has indicated that 94.5% of the 40,000 Wake County parents surveyed are happy with their child’s current assignment. As an elected body, the board will receive bad press if they fail to be responsive to their constituency.

In recent days the conflict between the board majority and Wake Superintendent Del Burns has been the focus of much  media coverage. Burns has submitted his resignation, claiming he could no longer work “in all good conscience” for the district, but plans to continue working until June 30. Since he made this announcement he has been quick to criticize the new board’s decisions and they in turn are threatening insubordination charges and stripping him of power before June 30. Disagreement among members has come to light as minority members defend Burns. Coming on the heels of previous bad press, recent media coverage has painted a picture of the board ineffective and argumentative.

The school board is in a tough PR situation. If they want to repair their image they need to take steps to shape the messages being broadcast. The first step: they need to be vocal as they respond to criticism. It’s also important that they are putting positive messages out so that their constituents aren’t only hearing criticisms. Finally, if they continue to express their internal disunity to the media, they should only expect bad press.

By Preston Kelly

Following the footsteps of social media giants Facebook and Twitter, Google has just released a social media tool of their own:  Google Buzz.  So what’s the hype about?

Much like Twitter and Facebook, Google Buzz allows space for the expression of thought.  Twitter, however, places a limit on length, allowing a mere 140 characters at most.  And while Facebook is wildly popular among all ages groups, its interface is confusing to many new users.

Google has taken social media a step further and created the perfect mixture of the two.  The most obvious advantage of Google Buzz is its ease of access.  What better way to gain users than to automatically connect it to their Gmail accounts?  I know that as soon as I saw that colorful little circle appear under my inbox, I clicked to learn more.  And here’s what I found:

1. Instant friends - Google Buzz suggests following the people that you most often connect with on Gmail, making it easier to find people that you already know.

2. Easy linkage – Though you can’t link to Facebook to Buzz, other sites are widely accepted, including Twitter and Flickr.

3. Buzz for mobile – The Buzz mobile app uses GPS to find your exact location, enabling you to connect with other Buzz users in the area to find out what’s going on.

4. Simple design – Unlike the confusing looks of Facebook and Twitter, Google Buzz uses a clean design, allowing for conversations to begin that feed directly into your Gmail.

With all of these capabilities and more, Google Buzz has opened a new door in the realm of public relations possibilities.  Practitioners have already begun a working list of PR tactics using Google Buzz, ranging from mobile abilities to search engine tags to easy sharing.

Mashable claims that this buzz-worthy site has already changed the name of the game, warning companies that ignoring it could be a “costly mistake.”

Of course I love my Facebook and Twitter pages, but with all the recent hype after only two weeks, I can’t help but think Google Buzz might be something worth looking into.  As Google continues to correct privacy issues and add newer and better features, Buzz has real growth potential in the PR world.

One question remains: how will Facebook and Twitter respond?  (read: PC World)

Photo Source:  Matt Hamm

by Minette Yao

Though the Oscars are coming up in less than a week, citizens of the Triangle should exercise their jaws for a different awards ceremony. Not the Academy Awards, but the James Beard Foundation Awards—dubbed “The Oscars of the Food World,” by Time magazine.

A James Beard Award is the most prestigious honor that members of the food world can achieve nationally, and five locals have been deemed worthy of that that respect. This is why foodies in the area are lucky that semifinalists in three separate categories call the Triangle home. The coveted awards cover all aspects of the industry—from chefs and restaurateurs, to cookbook authors, food journalists, restaurant designers, and more. Up for Best Restaurant and Outstanding Service is Durham’s Magnolia Grill, while chefs from the Nana’s (in Durham), Poole’s Diner (in Raleigh), Lantern and Crook’s Corner (both in Chapel Hill), stand a chance at being named Best Chef: Southeast.

It may come as no surprise that restaurants in Durham-Chapel Hill have such a strong presence on the list of nominees—the area recently garnered attention from Bon Appétit magazine as America’s Foodiest Small Town in 2008. Raleigh is putting its face on the map, with Poole’s executive chef Ashley Christensen making the cut.

Awards and accolades are staples of any PR menu, and this is just as true in the culinary trade as any other. Receiving a James Beard award is, above all, a point of pride for the chefs and restaurants in contention. But, it also garners well-deserved media attention, and this brings customers to the table. Magnolia Grill is no stranger to this fact; it was ranked #11 in Gourmet magazine’s list of Top 50 American Restaurants. The restaurant’s overwhelming popularity is undoubtedly backed by both quality and reputation.

If high praise translates to more people recognizing (and delighting in) the delicious food and warm hospitality that these restaurants have to offer, everyone wins. We’d like to thank the Academy…

Photo Source: James Beard Foundation

by Amy Gretenstein

On Friday Feb. 12, Revenue Secretary Kenneth Lay told The Associate Press that his agency is starting to delay refund checks for taxpaying individuals and businesses. Apparently this is because the state is out of money in its checking account.

The announcement has caused a bit of an uproar among citizens and politicians alike. However, the idea of delayed refunds isn’t new to the state. Last year, the state held back refunds but were not upfront about it. Not until angry taxpayers started complaining did the state speak up.

This year, the state and Gov. Bev Purdue have done a good job being more proactive about the delays. Gov. Purdue said not to be alarmed by the delays. Like many people around the state, North Carolina is living paycheck to paycheck and does not want to bounce any checks.

Typically during the months of February and March, refund checks arrive between two and six weeks. After April 15, checks typically take 12 weeks to arrive. Secretary Lay said the checks are delayed to a 12 week estimated arrival time.

Between the reassuring words of Gov. Purdue and Secretary Lay, I know I feel a little better about the delays. And because the state has been so honest about the delays, I feel even more encouraged to get my taxes done ahead of time so I can get my refund sooner than later.

Photo source: uzvards

by Mallory Pfeffer

Let’s face it, Facebook is practically unavoidable nowadays. People are using it to stay connected to friends and family, play games or form groups. Companies are using it to advertise, raise awareness or network. I personally use it to peruse through albums my old friends from high school have posted to see how much they’ve changed. One thing is certain–it’s a fabulous PR tool and almost everyone is either using it or talking about it.

As we all are beginning to see more and more, Facebook has a darker side. You’ve heard the warnings, be careful what you do, say or put on Facebook because somebody somewhere is watching. Even President Obama has warned our nation’s youth to be weary of Facebook. Well, for one Apex teacher that “somebody” just happened to be a disgruntled parent, and what she said on the Web site has her in a bit of trouble.

The situation started after Melissa Hussain’s lesson on the theory of evolution to her eight-graders at West Lake Middle School. After the lesson a student allegedly placed a Bible and note that said Merry Christmas, with “Christ” underlined, on Hussain’s desk. She wrote of the incident on her Facebook page, also including how she considered the performance a “hate crime.”

The parent who was interviewed for the story by WRAL stated that Hussain also said that she has “a meeting with the (possible) Bible boy on Monday…Heaven help him, [she is] still so mad at that child!”

Hussain is now suspended with pay while Wake County Investigates the situation, and she is left with no one to thank but Facebook. While she had every right to be upset about the note and Bible, perhaps she should have been more careful about posting her feelings. Unfortunately, it seems as if the absurdity surrounding political correctness has filtered into social media. Hussain was just a person, on her own personal page, commenting on something that happened during her day.

Is it possible that Facebook has become so widespread that regulations need to be established within organizations to ensure employees are using it appropriately? Could it be that our freedom of speech is about to be met with even more limits? Well I certainly hope not. While Facebook is credited with the power to connect us all, it seems that it also has the power to disconnect us and rupture our communication.

Students, professionals, employers beware, somebody somewhere is watching you so be careful with what you do, say or post.

Photo Source: jelene

By James Schlegelmilch

This past Friday more than 150 participants at a Raleigh YMCA Youth and Government conference fell ill, with complaints of stomach cramps, nausea, diarrhea, vomiting and headaches.  Originally five of the 150 needed to be hospitalized, while a sixth was taken to a local area hospital a day later.  The conference was intended to be a role-playing event where high school students from across the state were taught how public policy is developed.

The symptoms described by more than 150 of the 1,000 participants closely resembled food-borne illness.  The symptoms began to arise hours after the conference was treated to a catered dinner on Friday evening.  As of Saturday, the catering company, Centerplate, was unable to be reached for a comment at both their Raleigh N.C. office, and their Stanford, Conn. headquarters.

Good crisis PR dictates that in order to handle this type of a situation a leader must step forward and take ownership of the problem. It must appoint a spokesperson to tell the truth, tell it fast and the organization must take steps to correct the problem and let everyone know what those steps will be.  This event occurred on Friday evening, and calls placed to the company on Saturday were neither answered nor returned.

Centerplate should have appointed someone to handle media relations at the outset of this development. It was almost two days before the company’s vice president came forward, yet said only that his company has “very strict policies and procedures to ensure the health of our guests,” neither confirming nor denying any aspect of the story.  Centerplate finally got it right when, on Sunday, the spokesperson said that they are complying with the health department’s inquiry while conducting an internal investigation of their own.

Public record shows that the Centerplate kitchen had been docked 18.5 points during health department inspections over the past year, with their last inspection just two weeks ago.  Should more of the students need hospitalization, become even more ill or the company health record be brought to light, will Centerplate have the crisis PR skills needed to overcome such a predicament?

Let us know what you think in the comments.

Photo: SuziJane

By Kelley Brackett

Sunday’s Superbowl brought home big bucks, not only for the New Orleans Saints’ owner Tom Benson, but also for a North Carolina company, Five Point Productions.  For a second year, the Raleigh-based company gained national attention for a Doritos spot, “Underdog,” one of four ads to air.  The spot featured a Doritos’ loving Labrador, Rosie, who used her anti-bark shock collar to steal a bag from her taunting owner.   Kudos to both companies for capitalizing on user-generated content.

First, to the Doritos brand for putting a price tag on quality user-generated content.  Since YouTube’s unveiling in 2005, users have flocked to post videos that generate, sometimes thousands of hits per day.  Doritos, noting the trend, decided to capitalize on the phenomenon by asking individuals to submit content for Superbowl ads beginning in 2007 for its “Crash the Superbowl Contest.”  Fast forward to 2010, Doritos’ user-generated ad, “House Rules”, was hailed as the top spot by TiVo.

The Doritos brand is revolutionizing the marketing process by asking individuals to submit content for cash prizes.  Through relinquishing power to the audience, Doritos is tapping into the resource that knows them best–their consumers.  By asking fans to create content on small budgets, Doritos can take the backseat in the marketing process, while still reaping the benefits for a fraction of the cost. The brand has seemingly created a win-win situation by utilizing a unique marketing strategy.

Five Point Productions answered the brand’s call by producing yet another winning ad, although it received second place, the group won $600,000 and national recognition.  With such award-winning creativity and local talent  found in our own backyard, maybe “Raleighwood” is a more fitting name?

Photo Source: mattieb

By Audrey Beckett

Valentine’s Day is the holiday that inspires perhaps the widest range of emotions. Some see it as a romantic holiday to look forward to while others find it depressing. A number of Raleigh area organizations have decided to make the holiday about more than dates, flowers and chocolate and use it as a chance to do some good in the community.

The following organizations deserve recognition both for the impact they are making in the community and the PR savvy they demonstrate by using this holiday as an opportunity to gain positive coverage and see optimal fundraising results.

Cameron Village

Cameron Village has partnered with WakeMed Heart & Vascular Associates to increase awareness about heart disease through the Love Your Heart campaign. From Feb. 1-14, customers spending $250 or more in same-day purchases at Cameron Village shops will receive a free gift as well as a certificate for a free total and HDL cholesterol test and blood pressure check at WakeMed. Cameron Village also features a home page link to information about heart disease and encouragement to speak with a doctor to learn more.

Arc of Wake County

The Arc of Wake County will host the No Hassle Valentine’s Ball on Saturday, Feb. 13 from 7 p.m. to 11 p.m. at Raleigh’s Cardinal Club. The ball will feature a dinner and dessert buffet, an open bar, dancing, silent and live auctions and complimentary flowers and chocolate. Tickets are $90 per person or $170 per couple. The Arc of Wake County is a nonprofit dedicated to helping those with developmental disabilities achieve their life goals.

Carolina Hurricanes

In celebration of Valentine’s Day, the Carolina Hurricanes are partnering with St. Baldrick’s Foundation, an organization that raises funds for childhood cancer research. Thursday, Feb. 11’s game against the Buffalo Sabres is St. Baldrick’s Night. The Hurricanes will give away 100 free tickets to individuals who shave their heads on the arena’s front lawn prior to the game in solidarity for children fighting cancer.

The holiday’s focus on love presents a unique opportunity for philanthropic efforts. Even organizations, such as the Carolina Hurricanes, who aren’t seen as catering to a romantic crowd, can find ways to optimize their community outreach efforts by scheduling them around Valentine’s Day.

These businesses’ unique events are examples of smart public relations planning. The ability to make the most of the opportunities at hand is a key component of good PR.

Photo Source: aussiegall

By Minette Yao

This past Saturday, Terlato Wines International concluded a National Brand Campaign Contest at Duke University, asking students for their expertise on marketing, “Do you have what it takes to develop a national brand communications campaign for Tangley Oaks Wine?”

The challenge was to develop a campaign that would increase name recognition of the Tangley Oaks wine brand, but their success coming out of this tactful contest was more than meets the eye.

This contest was certainly a win-win situation. On the one hand, students were given the opportunity to try their hand at crafting a marketing plan, and with a powerful motivator, “The Reward: The winning plan will be put into action by our corporate sponsor. Imagine highlighting a successful national campaign on your resume.” On the other hand? By asking students to get involved, Tangley Oaks not only successfully outsourced their PR strategic planning, they also engaged with a community of driven students and the larger Duke network; the competition was highlighted for alumni during the annual Fannie Mitchell Career Conference Networking Event. The winner was announced at a networking reception, while alumni and of-age undergraduates munched on crackers and cheese, to accompany their glass of Tangley Oaks Merlot or Chardonnay. Smart.

The wine group’s marketing team undoubtedly knew quite well what they were doing, nodding to two of the most popular trends in the media today: social media and social responsibility. The competition itself encouraged students to focus their campaign around social media outlets, in a way that would highlight the solid foundation of good PR the wine group was already involved in. One of these endeavors is a green partnership with the Arbor Day Foundation for the Tangley Oaks Plant-A-Tree Campaign.

Driving conversation by talking about the conversation is strategic. And in this case, Tangley Oaks returned the favor in more ways than one: Sponsoring an event for alumni networking, affording students the opportunity to develop a national brand campaign, and planting trees for the environment. A toast to them! Straight out of a lesson book for good public relations.

Photo Source: Tangley Oaks

By Kelley Brackett

Anticipation is building across the state, as the countdown to the reopening of the North Carolina Museum of Art (NCMA) nears.  Upon its reopening, NCMA will be the nation’s largest art museum park at a sprawling 164-acres! As the museum nears its 60th birthday and its reopening on the weekend of April 24-25, art lovers young and old will be able to reunite in its newly renovated and expanded location on Blue Ridge Road.

The expansion has given NCMA the opportunity to redefine itself, a PR move that is often necessary, and prepare for another 60 years.  NCMA’s new, modern logo brings the museum into a new decade.  Designed by Pentagram Designs, Inc, the logo is reportedly inspired by the 362 signature coffers enclosing the new building.

The transformation will reveal a 127,000-square-foot building that will house the NCMA’s permanent collection and will include a larger exhibition space, complete with day lit galleries.  The museum is also “going green” as it will be surrounded by extraordinary outdoor gardens filled with large-scale sculptures.

NCMA is not only staying young by redefining itself, but also by showcasing its new branding in multiple facets of social media.   Follow along with 2,000 others @ncartmuseum, become one of its fans on Facebook, check out its newest pictures on Flickr, or read their blog Untitled.  As NCMA’s countdown to the opening celebration continues, social media fans can constantly be in the know, proving that an older establishment can change with the times.

NCMA receives a final nod for good PR in its efforts to reach out to the community. NCMA is requesting  North Carolinian’s photos of what makes the state home by sharing your favorite destinations and faces for an exhibit on display opening weekend.  Join the celebration April 24-25, and celebrate a cultural treasure of our fine state!

Photo: Everlasting Gallery