Change Your Tone

The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of “BlackBerry thumb” — but nevertheless getting your media coverage electronically has never been easier or more mobile.

These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR — to automate media analysis and measurement — is already under way; but where should software stop to make way for human analysis?.

Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It’s a gamble with little upside.

Just Say No
The automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.

For instance, if a negative story breaks about a strike at one bottling plant it will be a boon for its competitors. The ability to determine which companies are negatively affected by the news is very limited. Furthermore, understanding the actual tone or possible ongoing bias of the reporter on an issue is impossible to automate. News is as much about delivering the facts, as it is provoking a reaction or emotion from the reader. Media analysis solutions can certainly help decipher the facts, but the rest should be left to a team of communications professionals.

Too Subjective?
The argument against toning media coverage has often been it is too subjective — if the news can be interpreted differently by each individual, won’t this skew the results in the end? True enough — but this can easily be solved with the introduction of a tone standardized ‘scorecard’ that is consistently applied to each story.

These scorecards can really vary, depending on the type of analysis you want to deliver in the end. Many organizations will chose to tone stories by ranking them as positive, neutral or negative.

The use of these 3 words alone is where subjectivity problems can creep in. Along with team brainstorming and training sessions on how tone can be applied, one quick fix is to use the C.B.S. Scorecard instead:

Use Critical (in place of Negative.)
Use Balanced (in place of Neutral)
Use Supportive (in place Positive)

After reading an article, it is much easier to answer the question “Was that story critical, balanced, or supportive of our organization?” Instead of: “Was that story negative, neutral or positive?”

When it comes to tone it won’t always be black or white, but I’d rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.

When it comes to tone it won’t always be black or white, but I’d rather leave the grey zones to a trained communications professional rather than to the guesswork of a software application.

Beyond the ranking of articles by tone using the C.B.S. Scorecard, other metrics and meanings can be used in tandem to create and even stronger analysis. The following scorecard uses a scorecard range, from – 5 to + 5, to provide a more in depth analysis.

Rating Criteria
+5 Supportive Mention + four of the following: Key Message; Interview; Photo; Call To Action
+4 Supportive Mention + three of the following: Key Message; Interview; Photo; Call To Action
+3 Supportive Mention + two of the following: Key Message; Interview; Photo; Call To Action
+2 Supportive Mention + one of the following: Key Message; Interview; Photo; Call To Action
+1 Supportive
0 Balanced
-1 Critical
-2 Critical Mention + one of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-3 Critical Mention + two of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-4 Critical Mention + three of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue
-5 Critical Mention + four of the following: Negative Executive Mention, Positive Competitor Mention; Consumer Direct Complaint; Ongoing Issue

Once each story is toned, the rest of analysis can be automated by your software solution. The tone can be used independently to determine the success of the campaign by percentage of C.B.S. stories, but the tone can also be used alongside the rest of the analysis to identify possible media bias or problem areas by region or publication. The media is always analyzing your organization…why not return the favour?

New media monitoring and analysis technologies are certainly changing the face of media relations activities and provide immense return on investment, but determining the impact of a news story on your organization should be kept in human hands for the time being.

Selecting a family travel destination: No need to forego the hip or give up the charm

Small hotels are adapting to family needs, and becoming an attractive alternative to resorts and large hotel chains.

Out of guilt or a need to maximize the amount of time we spend with our children, we have convinced ourselves for years that a family vacation requires sacrificing the interests of the parents to satisfy the needs of the kids. Thus whether traveling half way around the world or driving a mere two hours from home many of us are heading to the same location: a child-friendly resort.

This need not to be the rule. Many independent hotels and lodges have discovered how to make an adult environment work for kids and may be more child welcoming than those that bill themselves as child-friendly.

Not surprisingly, smaller hotels, inns and lodges – many of them luxurious – are leading the pack. The atmosphere is cozy and the service, more personalized. In addition, your family will probably get more exposure to the local culture – not to mention cuisine – in a smaller hotel than is possible in a big international resort.

Children profit the most. Many cultures embrace kids. Thus a large part of the experience in countries such as Argentina and Turkey is the interaction with the locals. Exploring other cultures provides children with a unique education; it broadens their horizon and helps them to learn more about life.

What you need to know
· Some smaller hotels may not offer round-the-clock service or traditional in-room services, such as minibar, tv and video games but are likely to be more spontaneous, warm your baby’s bottle with a smile or offer your child a dish that is not on the menu.
· Children’s meals may mean that kids are not allowed in the dinning room. Aside from providing parents with a reprieve, kids-only meals usually offer food they like and give them a chance to make new friends.
· No kids clubs. Relax. While it may take a day or two and a bit parental encouragement, kids will rediscover how easy it is to make friends and create fun, on their own.
· If the environment is relaxed, children will be relaxed as well.
· In a smaller hotel, you are likely to feel comfortable allowing your kids to explore on their own.

Rules of thumb
· Review the hotel’s website. Find out if it belongs to a local or an international association. Is it recommended by your travel agent or a leading tour operator? Has it been rated?
· If the website does not mention children, they may not be welcome.

Tips for Successful Luxury Coach Business

It’s common to find a agency that has hired a teach to take its employees to a seminar, conference or easy social occasion however who have finally been disenchanted with the results.

Here we’re going to study a number of the not unusual reasons and their answers.

Poor turnout / response to invitation

This is a typically expressed frustration in lots of setting up departments.

Ignoring mechanical causes (consisting of terrible communication of the “we weren’t advised” variety or inadequate notice) this is often as a result of:

low morale within the organisation;
a loss of interest within the event worried;
conflicting priorities (your event has been scheduled at a time which clashes with different matters).

There is no clean solution to this and genuinely making attendance obligatory isn’t always probably to be the answer. You might also need to analyse the causes in extra element.

Dissatisfaction with the first-rate of transport

In the 21st century, professional people count on company shipping to be present day and at ease.

If an “vintage banger” of a coach arrives on the outset, then already your session is in trouble due to developing the wrong affect.

Be organized to spend a little cash right here to get a comfortable limo bus.

Impacting private lives

Today, the general public assume and demand a professional / private existence balance.

So, count on dissatisfaction and disgruntled attendees in the event that they’ve had to get up at 4am to make your deliberate departure time and/or they won’t be getting returned home until the early hours of the morning.

A luxurious educate would possibly assist alleviate some of this thru comfort in the course of the journey however it won’t, in itself, be the solution.

Impacting professional lives

On a comparable subject matter to the above, asking humans to get again very overdue to their houses, while watching for them to be returned inside the office at 8am and firing on all cylinders, is probable to be a recipe for ill-feeling.

Provide or set up for refreshments

If human beings had been asked to rise up surprisingly early and been on a coach for some time, then it’s virtually desirable psychology to offer (or forestall for) some refreshments.

A little caffeine and a energy raise can make sure human beings arrive at the destination eager to get commenced in place of worn-out, jaded and looking for motives to bitch.

Railroading

Ideally, your corporate event ought to be so desirable by means of its very nature that your colleagues ought to be combating for the hazard to take part.

Only use “attendance is mandatory” techniques as an absolute ultimate motel, as touched on in advance.

If you spot a lack of interest and voluntary participation, some thing is inaccurate and a re-think is required. People generally don’t respond well to being pressured to attend agency activities.

Five Golf Courses Worth Traveling To

Golf, as we probably am aware it, was begun in Scotland amid the mid-fifteenth century. It is a game that is loaded with history, convention, and legends. It wasn’t until the late eighteenth century that golf advanced over to America. In case you’re an enthusiast of the game, making a trip to greens can be an energizing approach to see the world. Here’s a rundown of five greens that each golfer ought to visit.

1. St. Andrews, Old Course

No rundown of golf goals would be finished without discussing St. Andrew’s course. It’s one of the most seasoned fairways on the planet and is regularly called the “Home of Golf.” It’s situated in Fife, Scotland. You’ll find the opportunity to absorb the historical backdrop of golf while diving around for your ball in the Scottish heather.

2. Rock Beach Golf Links

When you’re set unwinding at their reality class spa, take a swing on the rough California bluffs at Pebble Beach. They’ve facilitated the U.S. Open five circumstances. Take a swing on a similar course played on by extraordinary golfers, for example, Jack Nicklaus and Graeme McDowell.

3. Osaka Golf Club

Situated around a hour north of Osaka, Japan, this course is settled among the striking bluffs of Osaka Bay. It was built up in 1937, when the impact of Western culture was spreading through Japan. The course was shut and appropriated by the Allies amid WWII. It wasn’t until 1953 that the course re-opened.

4. Illustrious West Norfolk Golf Club

Situated in Norfolk, England, this club was built up in 1892. The course was based on a progression of restricted pieces of land between Brancaster Bay and salt bogs. Make certain to check the tides before you play! Amid high tides, the course transforms into an island. In case you’re not up for the experience of playing golf on a half-overflowed course, have a drink and a nibble at their Victorian clubhouse.