The Cruelty of Umbrellas free essay sample

One afternoon this summer, I dragged myself out of the house to ride my bike along the Hudson River. It was hot and humid – not the moist, soothing humidity that softly caresses you in a tropical rainforest, but the heavy, burning-your-skin humidity that sits on top of you without asking and swirls the stench of garbage up your nose. But I had promised myself that I would learn to ride my bike with no hands, and my days of summer freedom were slipping away. I rode steadily up the bike path, occasionally lifting my hands briefly before losing balance. I reached my favorite rest stop three miles from home. â€Å"What a Day for a Daydream† danced in my ears from my iPod, and I thought, Why, yes, it certainly is. I parked my bike and lay down on a wooden bench. Curly gray clouds loomed across the river, but I decided I had time to rest before cycling home. We will write a custom essay sample on The Cruelty of Umbrellas or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Just as I got comfortable, a man appeared in my peripheral vision. When he spoke to me, I removed my earbuds and listened to his calm, thickly accented voice. â€Å"It looks like its going to rain,† he said. As if that were all the permission they needed, the clouds released light raindrops that spotted the bench. â€Å"I was just like you once,† the man continued. â€Å"One day a long time ago, I went for a bike ride and lay down on a bench, even though it started to rain. People walking by me probably thought I was crazy.† In New York City, it is always a guessing game whether a stranger who talks to you is â€Å"crazy,† but I knew at that moment this man was not. I studied his gray mustache and wrinkles as he told me that the raindrops were like soft little fingers on his face. â€Å"Rain is like therapy,† he said, â€Å"when you just lie there and let it fall on your face.† It was as though he was narrating my thoughts. He continued to talk, and I imagined his home life. He had immigrated from a small town in eastern Europe, and he hung pots and pans on the wall in his kitchen. â€Å"You are from China?† he asked. â€Å"Well, I am half Chinese,† I replied, surprised that for the first time in my life, a stranger could see my true ethnicity, instead of supposing I was Mexican, Hawaiian, or Filipino. â€Å"Im taking a tai chi class, and theres this word, Kua, that means ‘Everything in the body is connected.† He began to sway a little. â€Å"When the shoulders move, the hips move. Everything is connected.† The rain fell harder, and lightning flashed like the gods were having a photo shoot. I told the man Id better get home. â€Å"Nice to meet you,† he said, and we called each others bikes beautiful before parting forever. I had never ridden in the rain before. Would my bike skid and fall over? But riding on the wet pavement was surprisingly smooth. The raindrops smacked me so hard I wondered what Id done wrong until I realized it was hail. I narrowed my eyes to see the path ahead of me and gripped the wet handlebars tightly. I was disheartened that I wouldnt be able to practice my hands-free skills on the way home. But then a crazy thought crept into my mind †¦ Why not? And at that moment, I experienced one of the most liberating sensations of my life. The wind and icy summer rain whipped my face as my bent knees took turns being first and I raised my arms in the air, my balance holding strong. I yelled to no one in particular. Id never been more truly in the moment. Everything was connected. As soon as I reached my block, the clouds shriveled away. I had never experienced a more unusual afternoon. Normally I would have chalked the rain up to bad luck, but I remembered the mans tai chi reference. Who cares if my clothes were soaked? For the first time, I saw the cruelty of umbrellas for barricading us from the soft, therapeutic, tapping fingers. Like an umbrella, the codes of urban society prevent us from having contact with strangers. The danger is understandable, but the thrill of riding a bike with no handlebars and the refreshment of wise words from a mysterious stranger is worth getting a little wet.

GI Jane essays

GI Jane essays Women in military positions is an issue that has been very controversial for many years. Today, the typical occupational field of female service members is mainly administrative or medical but filmmakers are attempting to show otherwise. In the 1997 hit movie G.I. Jane, directed by Ridley Scott, one female whose determination reaches heights beyond anyones expectations smashes this image of females in the military. The portrayal of women in the movie G.I. Jane not only suggests that women can do anything the military men can do but also shows some political corruption and manipulation. Historically, female military members served as primarily medical doctors, nurses, typists, translators, seamstresses and other clerical occupations. There were a few instances where women did seem to have an interest in joining the men in infantry type positions during the World War II era, but all attempts to enlist were denied. The roles women played in the military were very important and essential for support of the armed forces but limitations were soon challenged. The women in some areas of the military, (ie. The Navy Nurse Corps), were not even given a rank equivalent to those of the men, and in 1942 President Roosevelt approved a congressional enactment to give those women a relative rank. The interests of women to attempt to enlist into infantry positions and contribute in wartime situations grew after WWII due to the increase in womens rights activations and demonstrations. New womens rights leaders came forth to fight for equality of women and made large gains, but women in combat situations was still an issue the military could not approve of. Today, women rank highly amongst all military members and fill many important positions. They are todays aircraft mechanics, computer operators, air traffic controllers, sailors, Commanding Officers and leaders in all branches of the United S...

The purpose of Dante's journey Research Paper Example | Topics and Well Written Essays - 1500 words

The purpose of Dante's journey - Research Paper Example As such, the story is heavily influenced by the Catholic teachings during his time (the Medieval period) as shown by belief in these three states as well as an earth-centric view of the universe (before a more correct one was discovered by Copernicus and proved by Galileo which is helio-centric, for which he was forced to recant under pain of death during the period of the Inquisition) as evidenced by the story's placement of Hell at the center of concentric circles that was more or less consistent with the Ptolemic conception of the universe at that time. The story of his journey is an allegory that tells of his resentments at being forced to live outside his country (exiled) due to numerous political enemies who betrayed him. But the story of â€Å"Divine Comedy† has many other allusions to more crucial or important things in life that really matter the most such as loyalty and trust. Further evidence of the other aspects is a reference to the people who cannot decide their minds and practice fence-sitting to wait and see who wins in a political struggle before they will make their own stand known. In a sense, Dante's work is a stinging indictment of the people he had met during his lifetime but offers a redemption for some although a more potent message in this story presented as a collection of poems or songs is that punishment must fit the gravity of the crime committed. Discussion Dolce Stil Novo means the â€Å"sweet new style† in Italian and believed to be first used by Dante himself in a section on Purgatorio. The term actually referred to a new style of writing which was focused more on a theme of love than on any other topic. The new style of Dolce Stil Novo was a literary movement credited with improving the poetry of the time, such as the better quality of intellectual discussions, most especially when it pertains or refers to a female body in an adoring or idolizing manner. But perhaps more importantly, this style of writing conceive d the ideals or features of feminine beauty in terms of being similar to the creatures coming from Paradise. This idealistic form of feminine beauty is compared not to a physical type of beauty but rather in more spiritual terms. As Dante was a foremost exponent of this new writing style, his portrayal of Beatrice (his platonic love) is an example of the kind of love that is angelic and hence the woman served as a bridge to God for divine love. It is no wonder that Beatrice was the one who guided Dante towards Heaven. La Vita Nuova literally means the new life and this pertains to a Medieval genre of the courtly love (a noble expression of love that was at times illicit among members of a nobility) in which the male lover shows his love through his acts chivalry. These acts may constitute of anything that was considered honorable, brave and noble at that time. Courtly love is a special kind of love that is based partly on sexual attraction and spiritual discipline as it is mostly so rt of an unrequited or unfulfilled love (such as that of Shakespeare's Romeo and Juliet). It can be best described as an odd mixture of bravery, humility and courtesy with a good sprinkling of adulterous love as well that was a part of the prevailing culture of the nobility. Dante used this style of writing because he himself was a victim of an unrequited love during his childhood as well as into his adulthood. Courtly love as expressed through acts of chivalry is now largely a lost trait among the modern males; today,

Local Area Networking systems Essay Example | Topics and Well Written Essays - 500 words

Local Area Networking systems - Essay Example Stair & Reynolds suggest that usually, LAN is wired into office buildings, factories, school buildings etc and are built around personal computers (PC). When a PC is connected to a LAN, a network interface card (NIC) is required which is placed in a computer's expansion slot to allow it to communicate with the network. A wire or connector from the network is then plugged directly into NIC. (Stair & Reynolds, 2001, p. 138) In order to install and configure a LAN setup in a school, first of all the topology should have to be selected. Out of the three topologies, i.e. ring, bus and star, star topology is the most feasible one, as due to the failure of a computer or a segment of wire or a node, the other network nodes would not be affected at all. For star topology the basic hardware required for connectivity are as follows: For a smaller LAN with a maximum of 10 computers Hub works fine but for a larger LAN a switch gives better efficiency compared to a hub. The reason is that the hub broadcast the data packet to every node, hence all other nodes except the destination node thereby ignoring the broadcasted data packet where as the switch store the MAC addresses of each node and would send the data packet only to the destination node. Further more in a larger LAN setup, if the distance between two switches or between switch and a terminal (computer) is more than 100 meters than we have to use a repea

Compare and contrast gender roles in the movies Battle of algeris and Essay

Compare and contrast gender roles in the movies Battle of algeris and mother of india - Essay Example particularly highlights this trend is when three National Liberation Front (NLF) women fighters change their appearance to be able to leave the Casbah and attack the French colons by planting bombs. The names of the three women fighters are Djamila, Hassiba, and Zohra. Originally, they are wearing burqas. Their plan is to enter the French colonies without making them realize where these women belong. In order to achieve this plan, they transform themselves into Western women so as to Europeanize themselves. They remove their burqas, cut their hair and dye them, and wear Western outfits. This way, the women fighters are perceived as part of the party in power whereas they are actually functioning as revolutionaries. This is how gender roles have been passed and used to the liberation fighters’ advantage. One factor that makes this movie unique in comparison to other movies based on women’s action is that the women fighters have been shown in the high femme drag in Battle of Algeris unlike the conventional movies on women’s action in which the female action heroes are presented in leather jackets, or military outfits with little to no makeup. The sexualized presentation assists the women fighters in placing the bombs. In this way, the women fighters essentially subjugate their gender identities, and penetrate the enemies’ world for a bigger cause. This scene deals with the gender as well as the racial representation in direct association with the technology used for war. There is a growing trend among women to become the suicide bombers, and the reasons for this are fairly understandable and intrinsically linked to their gender roles and perceptions. One of the most important factors that increases women’s eligibility to become the suicide bombers is the fact that the societal and cultural norms oblige men not to touch the women. The women fighters in Battle of Algeris took benefit of this norm and slipped through all the checkpoints and yet were not

The Dynamic Changing Nature Of Business Environment Marketing Essay

The Dynamic Changing Nature Of Business Environment Marketing Essay The dynamic changing nature of business environment has necessitated the continuous development and refinement of an organisational strategy encompassing its product or services, operational activities and most significantly the marketing communications. Marketing orientation (the customer oriented business philosophy) has set customer needs and satisfaction as the utmost priority of an organisation. Organisations now sought to seek a competitive edge by establishing superior brand image. According to Asia Market Research (2003), it is due to the proposition that consumers buy not only a product (commodity), but also the image associated with the product, such as power, wealth, sophistication, and most importantly identification and association with other users of the brand. A companys inability to maintain its desired differentiation or meeting basic expectations of performance standards, lapses in technical quality, culpable accidents affecting the safety of individuals, poor servi ce potential or unethical conduct, etc. cause negative publicity of its brand which leads to an adverse impact on its brand image. Although, a negative publicity influences consumer purchasing behaviour, an adequate reaction to such crisis can prevent the negative brand reputation kept to a minimum. An inadequate reaction may result in much negative publicity, whereby consumers will never or hardly ever buy the respective branded article again (Riezebos, 2002). In order to recover the brand from a colossal damage caused by such a crisis and prevent forming further rumour, a reliable, unambiguous and comprehensive message should be communicated to the public. The message should express the organisations concern regarding the crisis and should contain information on its efforts to recover from that crisis. However, most popular forms of communication mix such as advertising, personal selling, direct marketing, sales promotion, etc. have loosen publics confidence because of their superfluous exploitation and therefore can not be relied on to attain greater attention of the targeted audience in such a sophisticated brand crisis communication. Moreover, the extent of information supplied through these mediums is not adequate for changing public opinions. In this context, public relations (PR) is the sole medium which is perceived to be relatively unbiased and effective in establishing direct communication with the mass. During a brand crisis, PR assists an organisation to present a matter in its own point of view and creates a platform to apology to the public for any mistake. Apart from that, properly planned PR initiatives extend the ground for communicating with target audience of an organisation and thus reduce the risk of adverse impact on its brand reputation. This provides the cont ext for an increased importance and emphasis given by brand managers on exploiting the deliberate potential of public relations to assist in protecting, differentiating and upholding an organisations brand image. Rationale for the Chosen Topic There have been a limited number of researches carried out into the role of public relations in brand image crisis management. Although, some researchers have put emphasis on the effectiveness of public relations in brand image crisis communications, most of them have considered it as a secondary function in line with other areas of marketing communications. In a literature, Grunig et al. (2002) tried to establish PR as an independent corporate communication function and claimed its attitudinal superiority over other areas of marketing communications. Kotler and Armstrong (1996) have also acknowledged the significance of public relations over other communications mix in crisis management by stating that consumers are five times more likely to be influenced by editorial coverage than by advertising. (p. 617). However, none of these researchers has attempted to provide considerable evidence to support the credibility of PR in brand image crisis management. Therefore, this study is vital to fill up this substantive research gap. The study will evaluate the significance of PR campaigns in upholding a brands reputation during image crisis. The research findings will aid the decision making of managers who are responsible for corporate communications, marketing or branding. Besides, this will provide them with the guidance to determine the appropriate actions to be taken when a crisis hits the brand image. Most importantly, the study will direct an organisation to allocate PR budget within its communications expenditure. Moreover, this will help managers to identify suitable PR programs or techniques for different nature of image crisis. Last but not least, the study will provide implications of best practice between in-house PR practice and hiring a PR consultancy. Statement of the Problem The principal intent of this study is to establish that organisations now a day prefer to undertake public relations campaigns than other marketing communications mix whenever a crisis hits their brand image. The motive behind such preference might be that, people (i.e. the targeted audience of a PR campaign) perceive the medias and techniques used in a PR campaign to be relatively unbiased source of information than other widely used communications mix such as advertising, sales promotion, personal selling, direct and interactive marketing, etc. So, the information delivered through PR programs is positively accepted by public. Therefore, an organisation can easily achieve its crisis communications objective i.e. restoring the brand image through addressing negative issues in positive manner or apologizing to the public if necessary. However, among a variety of PR programs and techniques, the most persuasive one need to be identified and consequences of both in-house PR practice and hiring a PR consultancy should be addressed. Research Questions Answers to the following questions are desirable in order to accomplish the research goal: Is there any shift in the preference and usage of public relations in brand image crisis communications? If such a shift has taken place, how much increase has there been in various organisations public relations budget? Is public relations credible in defending negative publicity during brand image crisis? To what extent is it effective than other channels of marketing communications in influencing public opinion and restoring a brand? Which specific type of PR program or technique is considered most persuasive for changing consumers perception? What are the underlying reasons for such consideration? Which one does an organisation regard as best practice for crisis communications? Holding an in-house department for PR practice? Or hiring an external PR consultancy? What dominates its choice of best practice? Research Aims Objectives The significance of the proposed study rest on the following five issues: To analyse the degree of preference given to PR as a brand image crisis communications function in different organisations; To determine the level of shift in various organisations PR budget; To evaluate the credibility of public relations in defending negative publicity during brand image crisis and to compare its effectiveness with other channels of marketing communications in influencing public opinion; To identify the most persuasive PR program or technique among various practices for changing consumers perception. To establish the best practice between holding an in-house department for PR practice and hiring an external PR consultancy; Structure of the Dissertation Chapter 2 Literature Review Provides a review of the relevant previous research, literature and assumptions primarily consisting of various models, theories, analysis, organisational practices and practitioners remark regarding public relations, brand image crisis, etc. In a whole, this chapter provides a conceptual framework of the study. Chapter 3 Methodology Discusses chosen research method to achieve research aims and objectives (i.e. research design, sampling method, data collection procedure, analytical techniques, ethics, reliability, validity and the pattern of presentation of gathered data). Chapter 4 Findings, Analysis Discussion Present the gathered data with relevant analysis. Provides a comparison between the findings and the emerged frame of reference of this study and summaries research findings in light of research questions. Chapter 5 Conclusions Recommendations Includes summary, comment, recommendations and implications for organisations, limitations of the study and scope for future research. Chapter 2 Literature Review This chapter provides a critical review of the previous research, literature, assumptions and organisational implications which are relevant to this research. In light of related theoretical models, issues, concepts, analysis, organisational practices and practitioners remark, it presents a conceptual framework of the study. The literature review is divided into seven major sections: Marketing Communications Mix Public Relations (PR) Brand Brand Image Crisis Its Impact Role of Public Relations in Brand Image Crisis Communications Ethical Issues in Public Relations Summary Marketing Communications Mix Marketing communications mix refers to the various channels used to communicate a promotional message of a companys offerings to the target customers. According to Rowley (2006), an appropriate marketing communications mix is fundamental to achieve the objectives of any given promotion strategy. Lancaster, Massingham and Ashford (2002) states that, the basic purpose of different communication modes is to communicate with customers in order to persuade them to buy the companys products. Among various modes of marketing communications Kotler and Armstrong (1996) defines five major channels as following: Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales Promotion: A variety of short-term incentives to encourage trail or purchase of a product or service. Public Relations Publicity: A variety of programs designed to promote or protect a companys image or its individual products. Personal Selling: Face -to-face interaction with one or more prospective purchaser for the purpose of making presentations, answering questions and procuring orders. Direct Interactive Marketing: Use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit response or dialogue from specific customers and prospects. Public Relations (PR) Defination Public relations practitioners and scholars hold different assumptions in terms of defining and describing the purpose and effects of public relations. According to the Chartered Institute of Public Relations (2008), Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. This definition provides an idea that public relations is one of the corporate communication functions that focus on establishing a superior brand image of the organisation or its products or services. Kotler and Armstrong (1996, p.616) defines public relations as a variety of programs designed to promote or protect a companys image or its individual products. According to Grunig (1992), some scholars describe public relations as dissemination of information, resolution of conflict or promotion of understanding (p.4). He suggests an academic definition for public relations as the management of communication between an organisation and its publics. McElreath (1996) describes public relations as a management function that uses communications to facilitate relationship and understanding between an organisation and its publics (p.3). Cutlip et al. (2000) defines PR as the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends (p. 6). Again, Stanley (1982) states it as a management function that determines the attitudes and opinions of the organisations publics, identifies its policies with the interests of its publics, and formulates and executes a programme of action to earn the understanding and goodwill of its publics (p. 40). However, all these definitions took the organisational point of view in describing public relations function. Johnston and Zawawi (2003) describes PR as the ethical and strategic management of communication and relationships in order to build and develop coalitions and policy, identify and manage issues and create and direct messages to achieve sound outcomes within a socially responsible framework (p.6). Jane, Morgan and Summers (2005) provides a definition stating the role of public relations in management: Public relation is defined as a management function that evaluates public attitudes, identifies the policies and procedures of an organisation with the public interest and executes programs of action (and Communication) to earn public understanding and acceptance (p. 178) Some management educators and professional managers equate communication with techniques such as the writing of reports or letters, interpersonal communication, or publicity and media relations. They eliminate the term Public Relations from their policy and create new titles for the functions such as public affairs, issues management, corporate communications, or external relations(Grunig, L.A., Grunig, J.E and Dozier, D.M., 2002). Definition of Public in a PR Campaign A public relations campaign must not always be targeted at customers. It can be aimed at any individual or group irrespective of age, gender, profession, group, social status, etc. According to Kotler and Armstrong (1996, p.616), A public is any group that has an actual or potential interest in or impact on a companys ability to achieve its objectives. The intended audience for the campaign can be any one from the stakeholder groups. The purpose of public relations campaign is to assist organisations in building relationships with the publics from the several categories of stakeholders (Grunig, L.A., Grunig, J.E and Dozier, D.M., 2002). Lancaster, Massingham and Ashford (2002) describe the following stakeholders as publics targeted at a PR campaign: The Community Employees The Government The Financial Community Distributors Consumers Opinion Leaders Electronic News Media Brand Definition The predominant concept of the brand can be traced back to product marketing where the role of branding and brand management has been primarily to create differentiation and preference for a product or service in the mind of the customer (Riezebos, 2002). The American Marketing Association defines a brand as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors (Kotler and Armstrong, 1996, p.418). Branding is an integrated part of Marketing and an essential expertise of a professional marketer is the ability to build, sustain, defend and increase brand image. Another definition goes with the customers perspective: a product or service, which a customer perceives to have distinctive benefits beyond price and functional performance (Knox et al. 2000). The process of developing a brand is called Branding. According to Randall (2000), Branding is a fundamental strategic process that involves all parts of the firm in its delivery. It is about marketing, but is not confined to the marketing department. The brand must always deliver value, and the value must be defined in consumer terms. Mathieson (2005) describes branding as the means by which an organisation builds a compelling consumer experience that distinguish the companys offerings from the competition, generates sales and/ or creates an emotional bond with customers. Kapferer (2004, p.38) symbolizes the term brand to six levels of meaning: Attributes: A brand brings to mind certain attributes. Mercedes suggests expensive, well-built, well-engineered, durable, high-prestige automobiles. Benefits: Attributes must be translated into functional and emotional benefits. The attribute durable could translate into the functional benefit I wont have to buy another car for several years. The attribute expensive translates into the emotional benefit, The car makes me feel important and admired. Values: The brand also says something about the producers values. Mercedes stands for high performance, safety, and prestige. Culture: The brand may present a certain culture. The Mercedes represents German Culture: organised, efficient, high quality. Personality: The brand can project a certain personality. Mercedes may suggest a no-nonsense boss (person), a reigning lion (animal) or an austere palace (object). User: The brand suggests the kind of consumer who buys or uses the product. We would expect to see a 55 year-old top executive behind the wheel of a Mercedes, not a 20-year old secretary. Figure 2.2: Burnett Model of Brand Dimensions Source: Randall, Geoffrey (2000), Branding: A Practical Guide to Planning Your Strategy, 2nd rev edn, Kogan Page Ltd, London, p. 7 Differences Essence Personality/ Image Source What is it? What is to for? What does it do? How is it better? How is it different? What does the company stand for? What is the aim? How do people feel about it? Do they like / respect it? FunctionsBrand Identity Kapferer (2004) presents a comprehensive study of brands and proposes the idea of brand identity. He indicates the most important parts of brands that make up the whole: name, logo, design, packaging, etc. which he describes individually as brand identity. Schultz and Bailey (2000) describe brand identity as the outward manifestation, name and visual appearance of the brand that distinguish customers identification and perception of a product or services. Brand Image The term brand image depicts the perception of the brand in the mind of the consumers. According to ESOMAR (2006), The total impression created in the mind of a potential consumer by a brand and all its functional and emotional associations. The total image can be seen as the sum of several images such as the product, user, occasion, service and personality images. Customers hold a set of brand beliefs which makes a brand stand alone to other. The set of beliefs about a brand make up the brand image (Kotler and Armstrong, 1996, p.206). Yadin (2002) defines brand image as perception of market of the brand identity. However, Mooij (2005) suggests that the brand image is not necessarily the same as the brand characteristics the marketer uses to build the brand identity. He points out that many global brands that desire a consistent brand identity and hope this will result in a consistent brand image end up with different brand image across cultures. According to Rugimbana and Nwankwo (2 003), a companys history, style and dynamism are often the determining factors in creation of a brand image. Kotler and Armstrong (1996) again claim that consumers brand image vary with their experiences as filtered by effects of selective Brand Identity Sender Messages Receiver Signals transmitted: Products People Places Communication Brand Image Other sources of Inspiration: Memory Opportunism Idealism Competition and Noise perception, selective distortion and selective retention. Figure2.3: How Brand Identity Characterize Brand Image by Kapferer, J.-N. (2004) Source: Kapferer, J.-N. (2004), Strategic Brand Management, Kogan Page, London, p.98 Brand Image Crisis Its Impact As stated in the first chapter, a companys inability to maintain its desired differentiation or meeting basic expectations of performance standards, lapses in technical quality, culpable accidents affecting the safety of individuals, poor service potential or unethical conduct cause negative publicity of its brand which leads to an adverse impact on its brand image. Such a crisis can even destroy the most recognized brands. Millar and Heath (2003) describes several incidents which can tarnish the brand image both human-made and natural, such as tampering with a product, discovery of criminal activity, unwanted or hostile takeover, loss of an important customer, environmental accidents, etc. Due to the modernization and increased speed of information dissemination and reception, Millar and Heath (2003) states that, news of a crisis can spread so quickly that it can potentially paralyze the top management before they can effectively control the crisis situation. Negative publicity can slow down the regular function of the organisation. Riezebos (2002), states through the publicity the norms and values and the operating procedure of the organisation are brought under discussion (p.239). He divides the factors that influence the extent to which a brand can be confronted with negative publicity into three areas: market, product and brand related factors. According to Riezebos (2002) when there is fierceness of competition in the market, an incident can and will be more quickly used to wage a negative publicity by competitors. Again a product related crisis can occur when products are not capable of maintaining standards or affect the consumer. Brand related crisis can be negative brand perception or experience. Different Natures of Crisis that Affect Brand Image Crowthers (2007), Baines and Egan (2004) and Aaker (1996) suggest some frequent crisis that organisations usually undergo and which affects its brands: Government investigation Product recall Epidemic of food poisoning caused by companies products Controversial law suit Accusation of discrimination based on race, sexual preference or gender Big disruption in service Lapses in performance standards Serious injury to someone within or outside of the organization Poor technical quality Stakeholders Protest Workers Strike unethical conduct Physical violence between co-workers discovery of criminal activity Insider trading scandal Safety Hazard Usage of Illegal ingredients or means Plummeting stock price Sexual harassment case Dramatic downsizing causing significant job loss in a geographic region Chemical spill Radiation leak A major competitor has a huge crisis, throwing attention on your company Caught in a lie False advertising accusation Celebrity spokesperson embroiled in personal scandal Closing of a facility Role of Public Relations in Brand Image Crisis Communications Potential Significance Credibility of PR Defending Bad Reputation: The most important role of a PR campaign is to counteract negative publicity surrounding the organisation and its brands (Haig, 2003). Communicating positive information about the organisation through press release, newsletters, press kits, etc. are perceived to be unbiased by the public and thus prevent bad reputation. Jane, Morgan and Summers (2005) defines role of public relations in crisis management as programs of action (and Communication) to earn public understanding and acceptance (p. 178) Considerable Steps in Management of Brand Image Crisis Hubbard (2006) suggestes five steps for properly managing a crisis through PR: Addressing the public without delay following the discovery of the crisis; Maintaining honesty since the community is keener to forgive and forget an honest fault than a calculated lie; The organisation facing crisis ought to be informative since the press as well as the community will generate their own assumptions if sufficient communication does not take place resulting rumours can cause considerably more damage to the organisation than the reality. Showing concern and care for people because public will be more tolerant if they realize that the organisation cares about the victims of the crisis. Maintaining two-way relationships in order to be informed of the status of public opinion. Shift in the Practice of PR in Brand Image Crisis Communications In recent years efforts to control corporate crisis, or crisis management has matured as a public relations function and grown into a specialty area (Millar and Heath, 2003). The underlying reasons behind this development include: the appreci ation of electronic media as primary source of news, the increasing speed of the media to acquire information, improved database management systems, increased number of special interest groups and efficiency of media. The following figure shows aggregate FMCG executives of ten leading firms emphasis given to various communications mix as a crisis communication function. Here, + = increase, - = decrease , #= No Change NC = No Comments Figure 2.6: Perception of Change in Marketing Communications in terms of Emphasis (1980-89) source: Kitchen, P.J. (1993), Public Relations: A Rational for its Development Usage within UK FMCG Firms, European Journal of Marketing, Volume 27(7), p. 59 The figure shows that six of ten companies emphasis on advertising in crisis communication declined, three showed increase and one remained unchanged. The companies which demonstrated movement away from advertising gave reason to increased cost of advertisement. Again nine out of ten firms indicated decrease in personal selling showing reason to concentration of grocery trade leading to centralization of buying activity by multiples. However, nine companies stated increased emphasis on PR and most of these appreciated the effectiveness of PR and blamed the increased advertisement cost behind such shift. Increase in Organisations PR Budget Expenditure There is a significant increase in organisations PR budget in recent years. A study by Paley (2006) revealed that, total PR expenditure of UK organisations in 1991 was only à ¢Ã¢â‚¬Å¡Ã‚ ¤5 billion which increased to à ¢Ã¢â‚¬Å¡Ã‚ ¤16 billion in 2005 which shows à ¢Ã¢â‚¬Å¡Ã‚ ¤11 billion increase in 14 years whereas advertisement expenditure increased à ¢Ã¢â‚¬Å¡Ã‚ ¤8 billion. Moreover, point here to be noted that, creative public relations can affect public awareness at a fraction of cost of advertising (Kotler and Armstrong, 1996). The company does not require compensating for the space or time taken in the media. It compensates only for the team or individual who write and pass the story or organise any occasion. Communications Mix Approximate Expenditure (in billions) 1991 1995 2000 2005 Advertising à ¢Ã¢â‚¬Å¡Ã‚ ¤14 à ¢Ã¢â‚¬Å¡Ã‚ ¤17 à ¢Ã¢â‚¬Å¡Ã‚ ¤20 à ¢Ã¢â‚¬Å¡Ã‚ ¤22 Sales Promotion à ¢Ã¢â‚¬Å¡Ã‚ ¤5 à ¢Ã¢â‚¬Å¡Ã‚ ¤8.5 à ¢Ã¢â‚¬Å¡Ã‚ ¤16 à ¢Ã¢â‚¬Å¡Ã‚ ¤16 Public Relations à ¢Ã¢â‚¬Å¡Ã‚ ¤4 à ¢Ã¢â‚¬Å¡Ã‚ ¤9 à ¢Ã¢â‚¬Å¡Ã‚ ¤17 à ¢Ã¢â‚¬Å¡Ã‚ ¤19 Selling à ¢Ã¢â‚¬Å¡Ã‚ ¤7 à ¢Ã¢â‚¬Å¡Ã‚ ¤11 à ¢Ã¢â‚¬Å¡Ã‚ ¤16 à ¢Ã¢â‚¬Å¡Ã‚ ¤17 Direct Marketing à ¢Ã¢â‚¬Å¡Ã‚ ¤5 à ¢Ã¢â‚¬Å¡Ã‚ ¤8 à ¢Ã¢â‚¬Å¡Ã‚ ¤12 à ¢Ã¢â‚¬Å¡Ã‚ ¤11 Table 2.2: Approximate Estimate of Communications Mix Expenditure in UK source: Paley, Norton (2006), The Managers Guide to Competitive Marketing Strategies, Thorogood, London (N.B. Industry Estimates has wide variations) PR Other Areas of Marketing Communications There has been a lot of debate regarding the relationship between public relations and other areas marketing communications mix. Academics, scholars, practitioners or managers present different views in comparing PR and other marketing functions. Many of the arguments are based on the matter of outlining the relevant roles of the two functions. From the marketing point of view, the primary function of a public relations campaign is publicity (Kotler, P. and Armstrong, G., 1996). According to Shimp and Delozier (1986), Public relations provides tactical support for marketing communications. However, this theory contradicts with PR practitioners and academics perception who describes the role of public relations is to manage the relationships between an organisation and those strategically important constituencies (can be any type of stakeholder) within its environment (Cutlip et al., 1994). After a careful study Kotler and Mindak (1978) suggested five models to demonstrate the relationship between an organisations public relations and other areas of marketing communications: separate but equal functions; separate but overlapping functions; marketing as the dominant function; public relations as the dominant function; public relations and marketing as the same function. Kotler and Mindak (1978) claimed that any single model can not demonstrate the relationship between these two. However, they claimed that there is a broader relation between two of these functions i.e. to uphold the brand image. But, Grunig and Hunt (1984) strongly disagree to accept this as relationship. According to them this is mere similarity of outcomes not functions Marketing/PR Image Assessment Media Strategy Corporate Advertising Relationship Marketing Direct Mail Branding Sponsorships Promotions Public Relations Publications Events Lobbying Community relations Media Relations Social Investment Crisis Communications Issues Management Marketing Market Assessment Customer Segmentation Customer Relations Product Development Client Servicing Telemarketing Sales Pont of Sales Promotion Advertising Figure 2.7: Relation between Marketing Public Relations Source: Johnston, Jane and Zawawi, Clara (2003), Public Relations, 2nd edn, Allen Unwin, Australia, p.13 2.5.6 PR Vs Other Areas of Marketing Communications Source: Article Filter [online] (Cited 12 April 2008) Available from A theory of Grunig, J.E and Grunig, L.A. (1992, p.357) tried to distinguish PR from marketing functions claiming that marketing and public relations serve different functions and that public relations can not be excellent if it is subjugated to marketing function. The authors acknowledge the signif

Graduation Speech: Live Your Dream :: Graduation Speech, Commencement Address

The times before now have all been in preparation, preparation not only for this day but for the rest of our lives. We have all learned many lessons, which have helped to shape who we are. Starting way back in elementary school we began to discover that ... Riding the school bus went out of style by the fifth grade. That the most embarrassing part of the day was calling your teacher mom. That not eating the tuna burgers really wouldn't help to save the dolphins. And we finally began to realize that all the boys didn't have cooties. By middle school there were a whole new set of rules to be learned. That just because a relationship lasted a week didn't mean it was long term. That clothes bought from value village tended to have a really weird smell. That skipping class to sit in the bathroom wasn't really quite as cool as we thought it was. Finally we reached high school, the time we'd dreamed about and looked up to for most of our lives. We thought we knew what it was all about just because we had watched hours of reruns of "Saved by the Bell." We soon learned that ... Driving 15 miles over the speed limit isn't legal. That parents' clocks are always too fast especially if it's past curfew. That dads love you enough to sit through all the games and the awards nights. That it is possible for three girls to change a flat tire. Moms do know what's best, even if I haven't quite figured that one out yet. Oh and all people don't always find blonde jokes funny. But through all of our trials and learning experiences we've developed our true selves. Our future is now at the door and we must knock on it. I'm not up here today because I'm a super genius nor do I have anything close to perfect SAT scores. I am up here today because I am dedicated and motivated.

Philosophy Report

Compare, contrast, and evaluate Plato and Mill on the relation between the individual and society. Two of the greatest minds in intellectual thought, Plato and Mill living in relatively different times, they both shared the same issues and concerns but with very distinct perspectives. Plato believed that freedom was justice in the soul while Mill was defending freedom within a democracy. Is one freedom better than another freedom? Plato tries to show that individual justice mirrors political justice. He believed that the soul of every individual has a three part structure interchangeable to the three classes of society.Plato, being an idealist, he believed that his philosophers should be impeccable with knowledge. If â€Å"performing abortions† is morally offensive- in a Platonic society that debate wouldn’t happen, because it would be outright outlawed. So how would we know that it isn’t moral? We would never know. And THAT is the kind of suppression Mill disagr ees with- isn’t finding out the truth more important than morality? Or is ignorance better than understanding? Mill’s views in the individual and society completely differ from Plato’s. Mill’s view in the individual has the experience and environment that Plato considers unimportant.Mill also believed that a human could develop full potential only by offering the opportunity to define true ability in an individual. He was completely against forcing opinions from one group onto the other. It was doing injustice to the individual. Mill was for the people. He understood society’s struggles when it came to dangerous work stations to where the workers would be paid little to nothing at all. It was an injustice to them to be working so hard and not being appreciated for how hard of an effort workers put into their job. Freedom surely didn’t exist there and Mill strived for that to change.Virtuous and expert rules are possible if and only if the ru lers may be philosophers. Plato absolutely believed normal everyday people had no way in becoming a great leader because only intelligence and expertise is only found in Philosophers. He had the perfect picture of an ideal ruler. He also strictly believed one’s abilities portray the certain opportunities given to the philosopher while Mill believed in the complete opposite from that. Each person is naturally suited for a certain task. If you are gifted with intelligence, Plato believes it shouldn’t be put to waste.For example, you are better off being a Doctor than being a construction worker. â€Å"The good city† is possible when â€Å"experts† are in charge of it. Only two worlds existed in Plato’s Theory of the Forms: The visible world and the intelligible world. Knowledge comes down to having knowledge of the forms. You cannot know what is false. Opinion/belief cannot ever be wrong. Knowledge is about what is real or if you have facts to prove whether it’s true or false. Ignorance is separate from pinion but is much clearer than ignorance. It’s part truth, part ignorance.Mill thinks we should be free to do what we want, unless it doesn’t cause harm to society. It would be then, that kind of freedom should be restricted but when can these freedoms be restricted? Should it come to physically harming an individual to their brink of suicide? Physical harm and verbal harm play two different roles in society but I definitely believe are both dangerous. On Liberty, Mill makes funs of Plato that anyone can have an ideal society. Mill also defines justice in a variety of ways before making it into one whole thing.

How to Be an Amazing and Successful Substitute Teacher

How to Be an Amazing and Successful Substitute Teacher Substitute teaching is one of the most difficult jobs in education. It is also one of the most important. It takes a remarkable person to be able to adapt effectively to all the situations that will be thrown at them as a substitute teacher. Substitute teachers are used in virtually every school across the country every day. It is vital for school administrators to compose a list of top notch people who can successfully substitute teach. Flexibility and adaptability are probably the two most important characteristics that a substitute teacher must possess. They must be flexible due to the fact that they are often not called until the morning of the day they are needed. They must be adaptable because they could be subbing in a second-grade classroom one day and a high school English class the next. There are even times when their assignment will change from the time they are called to the time they actually arrive. Although it is beneficial for a substitute to be a certified teacher, it is not a requirement or necessity. A person without formal training in education can be a successful substitute. Being a good substitute teacher starts with an understanding of what you are expected to do and also knowing that the students are going to test the waters to see what they can get away with and be equipped to deal with any obstacles. Before You Sub Some school districts require new substitutes to attend some type of formal training before they are placed on the substitute list while others do not. No matter the case, you should always try to schedule a short meeting to introduce yourself to the building principal. Use this time to let them know who you are, ask them for any advice, and find out any specific protocol they may have for substitute teachers. Sometimes it is impossible to meet with the teacher but always do so if you have the opportunity. Although meeting the teacher in person is ideal, a simple phone conversation can be extremely beneficial. The teacher can walk you through their schedule, provide you with specific details, and give you a lot of other relevant information that will make your day go smoother. Always try to obtain a copy of the school’s student handbook. Have a solid understanding of what the school expects from their students and teachers. Some schools may even have a substitute policy designed to protect substitutes from poor student behavior. Carry the student handbook with you and refer to it when necessary. Don’t be afraid to ask the principal or a teacher for clarification. It is essential to understand that every district has its own unique student handbook. While there will be similarities, there will also be significant differences. It is essential that you learn each school’s procedures for emergency situations such as a fire, tornado, or lock-down. Taking the time to have a firm understanding of what is expected of you in these situations can save lives. In addition to knowing the overall protocol for an emergency situation, it is also vital that you have knowledge of emergency routes specific to the room you are subbing in as well as how to lock the door if necessary. Being professional starts with how you dress. Make sure that you know the district’s dress code for teachers and adhere to it. It is equally crucial to understand that you are working with minors. Use appropriate language, don’t try to be their friends, and don’t get too personal with them. Meet with the School PrincipalVisit with the TeacherKnow the Student HandbookKnow Emergency ProtocolBe Professional While You Sub Arriving early is a key component of your day. There are so many things a substitute needs to do to ensure that they have a fantastic day before school begins. The first thing they need to do is to report to the appropriate place. After checking in, a substitute should spend the remainder of their time looking over the daily schedule and the lesson plans, making sure that they have a clear understanding of the material they will be required to teach that day. Getting to know the teachers in the rooms around you can provide you with a lot of assistance. They will likely be able to help you with questions specific to the schedule and the content. They may also be able to give you additional tips specific to your students that could benefit you. Finally, it can be beneficial to build a relationship with these teachers because you may have the opportunity to sub for them at some point. Every teacher runs their room different, but the overall makeup of the students in the room will always be the same. You will always have students who are class clowns, others who are quiet, and those that simply want to help. You want to identify the handful of students that will be helpful throughout the day quickly. These students can assist you with finding materials in the classroom, making sure you stay on schedule, etc. The classroom teacher will be able to tell you whom these students are if you are able to visit with them beforehand. This is the single most crucial component of being an effective substitute teacher. Students of all ages are going to push a substitute to see what they can get away with. Start the day off by setting your own expectations and rules. Don’t let them get away with anything. Hold them accountable for their actions and don’t be afraid to assign them consequences. If this doesn’t get their attention, then go ahead and refer them to the principal. Word will spread that you’re a no-nonsense substitute, and students will begin to challenge you less and less making your job much easier in the long run. The single biggest thing that will bother a regular classroom teacher about a substitute is for the substitute to deviate from their plans. The teacher leaves specific assignments that they fully expect to be completed when they return. Deviating or not completing these activities is seen as disrespectful, and you can bet that they will ask the principal not to put that substitute back in their room. Arrive EarlyGet to Know Surrounding TeachersIdentify the HelpersBe StrictStay on Task After You Sub A teacher wants to know how your day went. It is beneficial to include students that were helpful as well as the students that gave you problems. Be detailed including what they did and how you handled it. Address any issues you may have had with the curriculum. Finally, let them know that you enjoyed being in their classroom and give them your phone number to contact you should they have any additional questions. It is important that you leave the room in as good of or better condition than it was when you arrived. Do not let students leave materials or books strung out all over the room. At the end of the day, take a few minutes to have the students help pick up trash on the floor and get the classroom back in order. Leave a NoteStraighten the Room

Socioautobiography Essays - Oaths, Scout Promise, Yao Shouzhong

Socioautobiography Essays - Oaths, Scout Promise, Yao Shouzhong Socioautobiography SOCIOAUTOBIOGRAPHY Socioautobiography DeVry University CLASS- I compared myself with other students who were born in China and now moving and studying in US as me many times, since I started planning to study abroad. What I saw superficially, people who living in a middle or upper class can decide to supply their children to study in a foreign country, so I think we were born in a similar family, until I met more people and learn more from them, I found it isnt like what I thought before. Most of my friends parents are working as a CEO of some companies, or maybe an owner of a factory or other business. When I was still in primary school to high school, though sometimes my classmates would compare with each other by what they have, I thought we were similar - we all born in a common family, neither very rich nor very poor, everything are in average. But after my parents decided to send me out of China, asked me to study in a language school in my holiday, I started knowing more people who really born in a family that I can only see in mo vie. And after I came to US, I met some of my friends who are young but already own their business by chance, and knew much more about the different types of people. One part of my friends start their working life by non-stop interviews or internships in China, one part of my friends still enjoying their happy life by traveling, shopping luxury products, and one part of my friends live their life by start a small business in different ways, and I struggle in school, helping my friend deal with their documents and giving advices for their business from what I learned in school, thinking of how to achieve my dream in the future FAMILY- I was born in a very common family, which is made up by my parents and me. I am the only child in my family, and I am the only girl in my fathers family. I was born in a period that China was implementing birth control. I used to think all people who were also born around those years are the only child in their family, and I was a , Gender, Race, Class, Media, Status

Project Cash Flow Essay Example | Topics and Well Written Essays - 1000 words

Project Cash Flow - Essay Example Therefore to have the money later you will certainly want a reasonable compensation for the delayed consumption, the risk or uncertainty and the inflation. All these factors: delayed consumption, uncertainty and inflation determine the interest rate over a certain amount of money which is due at present but the acquisition of which is put off till a future date. In any situation when a person or group becomes or become indifferent to these three factors then the value of time to that person or group in that particular situation ceases to matter. The situation can be caused by internal factors as well as external factors or both. We can imagine few such situations, for example if in a hospital the anaesthesia machine goes bust in the mid of an operation and the standby machine is at some other OT then irrespective of rational comparisons a new machine has to be ordered because the situation demands it, or for example if there is fire in a factory and machines become unavailable for completing the order at hand worth millions of dollars then new machinery has to be arranged for as soon as possible without going into much details of profitability etc. The example that we have taken are extreme cases. In real life, situations generally lie mid way between conditions of very high emergencies to conditions of no pressure at all. There is usually existence of some pressures which limits the time that can be infinitely spent on arriving at the best analysis. In real life decision making is often done amidst many known and many unknown variables.1 Situations of absolute unpredictability Situations of absolute predictability Reliance on the available and Reliance on complex decision making tools easy to operate decision making tools II) Time value of Money-estimating the discount rate The predictability of a situation depends on a host of internal and external factors. Internal factors can include the knowledge and experience of the organization the management information and coordination systems, the resources and time available to the organization etc. The external factors can include the market forces and the business environment. In the case of applying time value analysis in project decisions the uncertain factor is the cost of capital 2.The estimation of cost of capital or the discounting rate is a complex process and its accuracy depends on many factors. Estimating the cost of capit

Sustainable Tourism Solutions Assignment Example | Topics and Well Written Essays - 2000 words

Sustainable Tourism Solutions - Assignment Example They should contribute positively to intercultural tolerance and understanding and also take part in the community based organizations aimed at conserving the environment (Edgell, 2006). Traditional tourism based on the carrying capacity led to the damaging of the economy, culture and the environment of the tourist's destinations. Through this approach, the local people experienced negative effects on their local economy, their cultures were diluted and their environment was severely damaged. Traditional tourism could in most cases result to both social and economic costs to the locals. The traditional tourism exerted a lot pressure on the natural environment and resources. The disposal of solid and liquid waste arising from the tourism is a major problem to most of the developing countries; due to lack of capacity to treat such wastes (United Nations, 2001). The disposal of such wastes in their untreated form contributes significantly to the reduction of natural resources such as the fresh water. The solid and liquid waste from the tourism industry also contaminated the marine environment thereby destroying the marine ecosystem (Miller, & Louise, 2006). The traditional tourism approach lacked a very important element which made it no to be sustainable and was doomed to break at one point or another. It failed to include all the stakeholders in its management. The management of tourism under this approach was mainly the duty of the government with the rest of the stakeholder playing virtually no role. The local communities therefore perceived tourism as an activity that was in no way aimed at benefiting them. The government on the other hand could not give back to the tourism industry from the revenues it had collected and thus there were no funds which were destined to conserve the environment which had been affected by tourism activities (Weaver, 2006). By blocking relevant stakeholders from all levels of tourism planning implementation and development blocked major contributions for addressing several concerns brought about by tourism. For tourism to be successful it is very important to bring all the stakeholders on board an element that was clearly lacking in the traditional carrying capacity approach. This has led to the development of new approaches so as to address the challenges brought about by traditional tourism practices (Swarbrooke, 1999). Modern approaches to tourism Environmental management based tourism development is one of the new approaches; it is favoured because it appreciates the fact that tourism plays a leading role in the economic development at the community, regional, national and international levels. It achieves this by utilizing natural environments and resources as its main physical inputs. While making use of these natural environments and resources it is very important to reduce negative impacts to the environment as much as possible so as to be certain that their availability in the future is assured. By conserving the natural environme