Friday, February 16, 2018

Read both emails below: Have you ever sent out an email by mistake? Lesson here for all of us.

Clarke,
What do you give the richest man in the world?
Politicians all over the country have been bending over backwards to bring Amazon’s corporate headquarters to their city. Why are they hiding what they’re giving away to Amazon CEO Jeff Bezos — the richest man in the world?
Amazon kicked off a nationwide competition last fall to find a city for its second corporate headquarters. Politicians offered elaborate and expensive gifts to secure the project for their hometown. Some leaders went so far as to offer to rename their town after the company. On January 18, Amazon announced the 20 communities that made their shortlist.
Winnetka is on the shortlist. You have a right to know what they are giving away.
Now, Amazon has requested a new round of proposals, with the requirement of non-disclosure agreements. Amazon's secrecy is simply unacceptable. Working people need to know what our leaders are offering to the e-commerce giant.
In solidarity,
Libero Della Piana
People’s Action
---------- Forwarded message ----------
From: Libero Della Piana, People's Action <info@peoplesaction.org>
Date: Thu, Feb 15, 2018 at 3:17 PM
Subject: An apology about yesterday's email.
To: Clarke L Caywood <c-caywood@northwestern.edu>


Clarke,
We sent an email yesterday evening about Amazon's search for its second headquarters. This nationwide competition has drawn controversy because politicians have offered the corporation lofty sums of money to make their city more appealing.
We mistakenly sent the email to cities adjacent to the 20 cities on Amazon's shortlist listed below:
  • Atlanta
  • Austin
  • Boston
  • Chicago
  • Columbus, Ohio
  • Dallas
  • Denver
  • Indianapolis
  • Los Angeles
  • Miami
  • Montgomery County, Maryland
  • Nashville
  • Newark
  • New York
  • Northern Virginia
  • Philadelphia
  • Pittsburgh
  • Raleigh, North Carolina
  • Toronto
  • Washington, D.C.
We sincerely apologize to those who received the email by mistake.
Thank you for your patience,
Libero Della Piana
People's Action

Monday, January 22, 2018

METRArail is the CLIENT 9-11;50 AM Spring Quarter Evanston IMC Faculty video pitch classes to graduate students

There is a new notion at Medill School of Journalism Media Integrated Marketing Communications to pitch spring classes in the graduate IMC program. We videotape faculty using a "script". I usually send out an email like last spring saying "Save Lives in the IMC Marketing PR class"  I touted a vaccine safety company which the students helped. This year find the pitch on Blogger, LinkedIN, Twitter (IMCPROF) and Medill Twitter, more 


Here is this years' pitch: REGISTER for   THE CLIENT WILL BE CHICAGO's IMPORTANT SERVICE METRARAIL https://www.metrarail.com/  9-11:50 AM Mondays Spring Quarter 
Tuesday, April 3, 2018 – 1st Day of the quarter
Last day to add/drop IMC classes
Memorial Day Holiday: Classes Cancelled
Spring18 Classroom Reservations End
Spring18 Exam Week


Monday, April 9, 2018
Monday, May 28, 2018
Friday, June 8, 2018
Monday, June 11 - Friday, June 15, 2018

Hello, I’m Clarke Caywood. I want to invite you to our class on Marketing Public Relations: Using Earned Press, Social Media and Promotions for Clients. This class is closely related to marketing and is an important area in job recruiting. 

  The fastest growing careers in IMC require professionals to use alternatives to advertising such as Public Relations. In this class, you will learn methods that are not generally taught in MBA programs. You will learn global press strategies and tactics, discuss promotional events, apply social media and even the dangers of “fake news.” You will learn how to work with limited budgets. We will study Big Word Data or narrative science, which will allow you to present to Boards of Directors about trends and reputational threats beyond the marketing department.

 The class is a combination of lectures, reading, discussion and client-work done in teams. In the past, our clients have included Abbott, Harley-Davidson, and Coca-Cola. You will be able to meet with the client during the quarter. The addition of co-teaching by alumni will add practical insights. You will find out how companies, not-for-profits, politicians and agencies use newsworthy stories and data for the media. Last year we worked to save lives by promoting safer vaccine methods. 


Here’s a little bit about me.  I am from Wisconsin. I earned UW-Madison doctorates in Business and in Communications and worked in MBA programs and also for two governors, an attorney general and several national and state candidates --- these were all well-respected leaders.  I have traveled to China to lecture to management schools with my wife Mary, who has run seminars for Executive MBAs from Japan and China. I like to ski, travel and work with start-up companies. I am looking forward to getting to know you in class!

Last Spring message:




What about enrolling in an IMC class with IMC Professor Clarke Caywood that can save lives with safe vaccines, fight obesity with food industry CEOs and even market safer Harley-Davidson Motorcycles for Women? What if your company or non-profit does not have an advertising budget or want to send more direct messages to the consumer, regulators, and public?  New Marketing Public Relations Management (MPR-Earned Press and Tactics as industry calls it) 472 will do just that with strategic, non-fake social marketing news, tactics and measurement and public relations. Mondays in MFC 1 PM to 3:50 PM Limited class size through second week of classes.              L                                                                                                                           
Class Client the 2018 Client (closing deal in January) will be as strong and important as the 2017 Client:  Temptime Corporation is deeply committed to improving global public health. For nearly 30 years, temperature monitoring devices have helped healthcare workers immunize millions of children around the world and extend care to regions previously thought to be unreachable. Our 2016 Client was a Vice President of Abbott to promote their global health programs with employees in marathons and direct health messaging.
Seminar Topics 1. “Big Word Data” -Using social media text analysis systems e.g. we will use Meltwater in 2018 and other textual data tracking systems reportable to the Board of Directors and marketing staff in many corporations. Stay on top of billions of real-time editorial, blog, and social media conversations, and extract the insights you need to understand and drive brand perception for your company (some of this work is remote for family support). 2. What is fake news and how can we understand its damage in journalism, business and healthcare?  3. Reputation management and Brand management together, 4. Award winning PR news and marketing IMC campaigns 5. Lessons and examples of hundreds of marketing IMC and PR tactic beyond advertising, 6. Mentorship in IMC by marketing professionals and client contact and co-teaching by an IMC alumna and client professionals. BLS says mean salary is over $107,000 and will grow faster than the national statistics at 10 per cent or higher: https://www.bls.gov/ooh/management/public-relations-managers.htmhttp://www.medill.northwestern.edu/directory/faculty/clarke-caywood.html

Friday, October 13, 2017

If PR is over 250x more common why use Stategic Communication at schools?

A job search for my students shows over 2500 public relation jobs but only 99 Strategic Communications jobs. I will share findings on 5 large job search sites soon. Yet many graduate show have degrees in Stat Comm.  What is the trouble with "PR"?  The abbreviation is too often "spat" as a mere pithy insult. Public relations is still the most common descriptor represented by the largest professional Public Relations Society of America.  Strategic Communications is merely an important but partial step in public relations which reminds us of the failure of MBA and business schools to teach or conduct research on various publics  or stakeholders. The latter word is a personal favorite for richness and exclusivity  but even past US Presidents have a hard time gaining acceptance.  The quickly dated "content" practice phrase and even the more valuable and clever "context" management are transitory but useful. In conclusion, stay the course with public relations or even Public Relations. However, if "reputation management", "crisis management" or a more free wheeling discussion of so-called "uncontrollable variables in Economics could be managed by my former colleagues in the accredited business schools I might "pivot"!

Monday, May 22, 2017

For Inside I suggested some 2017 solutions about "Fake News" from my 2010 Syllabus proposal that was rejected.

It is now 2017 but history repeats itself.  For a graduate class in 2010 and designed in the previous year for the Medill School of Journalism at Northwestern I used the term "Fake News" in the course title. At that time it was clear that when I was interviewed as an "expert" for a news story there was a rapidly declining amount of "fact checking" after the reporter submitted the story to his or her editor. Sadly, the class was denied by a department chairman and former advertising agency (tobacco) executive.  Given the recent rise in the term "fake news", I will use the idea in a spring class this year. As your readers will recall www.snopes.com has been growing in broader use since 1996. http://www.snopes.com/ is the best place to find if a story is true or false without bias though not all conservative readers think snopes is unbiased.

A suggestion sent to Inside on suggestions to deal with fake news.  https://inside.com/daily-brief:  ​Is it possible to ask those who Tweet or send public messages to check a box to have their message "fact checked"?    Even the act of requesting a fact check for a particular message would be a signal to the readers.  Obviously the volume of messages will demand a smart programmer combining text analysis to create a non-voluntary fact check.   However, from a brilliant librarian (my daughter) in the Boston area (Wellesley, MA) here are some other currently used ideas:
 
She states "this is a summary of librarian methodology: http://usm.maine.edu/library/checklist-evaluating-web-resources or http://www.lib.vt.edu/instruct/evaluate/ There really ISN'T a website that can do this work for you, since the whole point is to get rid of bias, and you'd have to evaluate the bias of the list! 

Wiki keeps a list of actually FAKE websites, but those are fake, not just bias: https://en.wikipedia.org/wiki/List_of_fake_news_websites

I only recommend the following website as a supplemental. The polling of the bias of the sites isn't the most scientifically done (though they do explain it on the website), but it's good data to use in conjunction with other data points. https://mediabiasfactcheck.com/"

Clarke Caywood, Ph.D. Professor,  Northwestern University

Tuesday, February 7, 2017

Future of Communications May 25, 2016 for APCO PR


1.   Thank you for inviting me back from the future to talk about the future of communications.  Does anyone have questions?  Pause…

2.   After all, I posted my messages on Twitter, LinkedIn, BlogSpot, Pinterest, Facebook I would agree that the concept of Alignment, Authenticity, Attachment, Advocacy) will form a critical hub defining future messaging. However, your goal should not only to be masters of newer forms of communications but to search our start-ups, new apps and for you to pioneer new channels and format of communications.

3.   As a challenge from my former student Tina Marie Adams I  was given 10 minutes to speculate and document the future of communications which may be the same length of the next President’s Address to the Congress on her or his policy ideas, the average lecture at Northwestern, the amount of time couple talk to each other per day week, the amount of time people read books per month and the amount of free time between work, distance learning, training and commuting.

4.   To document my findings and predictions,I have checked my tealeaves from Teavana tasseography/tasseomancy (also kypomancy and studied the bones hakata: by bones or dice

5.    and the other 356 historical methods of divining the future listed in Wikipedia  from A alectryomancy/alectoromancy: by rooster divination                to Z zygomancy: by weights (Greek zugon, yoke, balance + manteia, prophecy)   Did not use entrails, pig bladders, beans, wheels finger rings, demons, urine or dripping blood.

6.   But I did use the most likely Divining method:  one used in training and education will be cybermancy /ˈsaɪbərmænsi/: by computer oracles (English cyber(netics) + Greek manteia, prophecy)

SO,

7.   We are returning Parital art or Cave paintings ") some 40,000 years ago and I hope I don’t mean emoticons  or emoji’s  research suggests they make messages friendlier, senders better liked and increasingly used in business. https://blog.bufferapp.com/7-reasons-use-emoticons-writing-social-media-according-science

8.   To save travel money, energy, and reduce job status rather than ideas as a reason to listen   we will meet face to face less often using WeChat , decently attired Avatars  Virtual reality vs reality will become a real choice each day you go (or don’t go) to the office.

9.   Some of our messages will be pithier (terse) if you have recent dental work.  SMS or short message services have increased length to 160 in some cases and 10,000 characters in IOS Android apps, TwitterDeck, Twitter Mac, so if  you charge by the character in APCO 14 to 71 percent increase in revenue The new limit is 10,000 characters.

10.                   QR codes and other non-text links will be a rich and popular form of communications as it has shown in my 800 page book to allow readers, visitors to autoshows, events to listen to YouTube,  Video, Flash, Live Leak Veo h, http://www.freemake.com/blog/top-7-free-video-sharing-sites/

11.                   Despite the excitement of big ad money in 2016 for politics; political advertising at the federal level will be regulated and funded by government. First Amendment protection will go out the window.

12.                   Not big data but even bigger even giant data will dominate your search for content.  While our students use digital content analysis (old term)

13.                    With so many channels that don’t require advertising, Ad agencies will nearly disappear and with enough money may become the new media holding companies for television, movies, and other entertainment.

14.                   Brand messaging will mean less and reputation and precision consumer targeting will matter more with PR agency support. 

15.                   Mobile, of course, will be the dominant tool but will be biological at greater and greater levels to offer timely messaging taking clues from watches and exercise devices to measure physical body activity to translate into commercial messaging. For Example. Measure propensity to buy (thirst), sweets, suntan lotion, galvanic skin response with stimulus of outdoor billboards and audio messaging the sensors on the Simsense module. New running shoes, (like new tires on airplanes, stronger deodorant, suggest change in exercise actions for trainer or athletic clubs, need for specific vitamins, food groups, (restaurants that offer them).

16.                   Autowriting with Artificial intelligence like Kris Hammonds, Narrative science auto writing your quarterly reports for public companies, producing news from hot topics on line with avatar newsreaders,

17.                   Auto tracking for teenagers, unfaithful spouses, workers on non-work related time, repairs for cars at the micro level and in advance.

18.                   From FCC conference nearly absolute loss of privacy with home management internet of things, that will read your computer files hooked into the home internet as your NEST changes the temperature, knows how many and who is in your home, progress of kids on homework, weight of clothes in clothes basket for washing, level of milk container, healthy and less healthy consumption of foods by each family member to reorder food.

19.                   With the control of political advertising and advertising puffery or exaggerated claims will become illegal as I studied it UW -_Madison Ivan Preston, with an established lead on being transparent PR will lead the message function with what remains of journalism.

I want to thank the writers of 12 Monkeys, my colleagues and students at Northwestern University, Google Search and the on-line search services of Northwestern University. I also want to confess that I used a book stichomancy /ˈstɪkmænsi/: by books or lines (the Handbook of Strategic Public relations and IMC McGraw-Hill whose 66 authors I asked to predict the future in each of their chapters on various industries and PR practices.  Thank you.

Modest Proposal: How a course title in 2010 on "Fake News" got me in trouble - however, as usual I was ahead of my time!

For a graduate class in 2010 and designed in the previous year for the Medill School of Journalism at Northwestern I used the term "Fake News" in the course title. At that time it was clear that when I was interviewed as an "expert" for a news story there was a rapidly declining amount of "fact checking" after the reporter submitted the story to his or her editor. Sadly, the class was denied by a department chairman and former advertising agency (tobacco) executive.  Given the recent rise in the term "fake news", I will use the idea in a spring class this year. As your readers will recall www.snopes.com has been growing in broader use since 1996. http://www.snopes.com/ is the best place to find if a story is true or false without bias though not all conservative readers think snopes is unbiased.

A suggestion sent to Inside on suggestions to deal with fake news.  https://inside.com/daily-brief:  ​Is it possible to ask those who Tweet or send public messages to check a box to have their message "fact checked"?    Even the act of requesting a fact check for a particular message would be a signal to the readers.  Obviously the volume of messages will demand a smart programmer combining text analysis to create a non-voluntary fact check.   However, from a brilliant librarian (my daughter) in the Boston area (Wellesley, MA) here are some other currently used ideas:
 
She states "this is a summary of librarian methodology: http://usm.maine.edu/library/checklist-evaluating-web-resources or http://www.lib.vt.edu/instruct/evaluate/ There really ISN'T a website that can do this work for you, since the whole point is to get rid of bias, and you'd have to evaluate the bias of the list! 

Wiki keeps a list of actually FAKE websites, but those are fake, not just bias: https://en.wikipedia.org/wiki/List_of_fake_news_websites

I only recommend the following website as a supplemental. The polling of the bias of the sites isn't the most scientifically done (though they do explain it on the website), but it's good data to use in conjunction with other data points. https://mediabiasfactcheck.com/"
 
Looking for history connections it might be that "yellow journalism", propaganda and even the taking of "brass checks" might be the parents of the bastard child named "fake".  Keep fact checking in your transparent work! 

Clarke Caywood, Ph.D. Professor,  Northwestern University