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.

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.

A Detailed Review of Saratoga National Golf Club

The flawless Saratoga National Golf Club offers a genuine Saratoga encounter, from horseshoes along the tee boxes to corrective steeds around the grounds. The 18-opening course includes a particular test to each experience levels and neighboring water inundates two or three gaps on the back nine.

The 7,265 yard course (playing the longest tees) makes a standard 72 yet kindly don’t think little of the dangers and conveys that support a few of the fairways. The stunning fifteenth opening standard 3 sits as an “island” that will require a 160+ yard continue literally nothing however water. The course appraising is 74.5 and highlights a slant rating of 143 on Bent grass.

As you get to the office, the long ride to the sack drop takes you past a few openings offering a strange perspective of the alluring green course. Fairways are held fit as a fiddle and the greens play rapidly.

You won’t be allowed to convey your own particular clubs given that the representatives are exceptionally charitable to help you get arranged effortlessly. Worked in coolers and GPS on the golf trucks are a portion of the huge number of comforts offered at this astonishing club. Savor in the free driving, putting, and chipping ranges (with sand shelters and ball pickup machines) getting you warmed up just before your round.

When you go into the locker room, you are welcome to have your golf shoes re-spiked and tended to free of cost, while you take a chilled mixed drink while seeing the golf channel. The ace shop has a wealth of golf supplies and clothing – and the tasty Prime Steakhouse conveys a breathtaking eating knowledge after or before your round is done.

Golf Digest has allowed Saratoga National Golf Club a few of its most significant honors, fusing it inside their “Best in State” rankings for 2007-2008. Notwithstanding situations on the “Best New Upscale Public green inAmerica” list together with the “100 Best Public Golf courses in America”, it’s likewise gotten the going with honors:

Five Tips For What to Wear at Golf Courses

It is hard to locate a superior approach to spend an evening than to play a round of golf. Not exclusively do you get the opportunity to invest energy outside, yet you get the chance to appreciate the rich feeling of history and convention that the diversion offers. Some of that custom additionally stretches out to the closet, and in the event that you are new to hitting the connections, it is not generally simple to comprehend what the perfect golf clothing. These four tips can take a portion of the mystery of picking an outfit, so you generally feel great and look on moment that you’re going to your most loved fairways.

Check the Rules

Before you get your clubs, check with the office that you’re playing at to perceive what their closet principles are. A few courses may have certain rules, for example, no pants permitted or the best possible length for shorts. Acclimating yourself with these proposals can make it much simpler to arrange an outfit and guarantee that you don’t end up getting a handle on of place.

Get Collared

When you’re picking a shirt, it’s dependably a smart thought to settle on an apprehended style for hitting the connections. A few offices don’t require them, yet they’re normally the favored look on the connections. You can run with a conservative nabbed choice or a polo style, contingent upon your inclination. In warm climate, pick a short-sleeved, busted shirt. In cool climate, settle on a long-sleeve style. A few courses permit ladies to wear sleeveless shirts in warm climate, so check the rules before you take off.

Travel Tips For Myrtle Beach Golf

A golf getaway in lovely Myrtle Beach is an incredible place to arrange a charming get-away. Situated in waterfront South Carolina, this playing golf capital gloats perfect hitting the fairway climate year round and is home to a portion of the world’s best courses. Notwithstanding golf, the city fits tourism year round with its excellent view, broad shorelines and family neighborly attractions. With a wide assortment of action, it is no big surprise proficient golfers, competitions, and vacationers run to the zone. However flawless it might have, a couple key tips in advance is essential for amplifying a definitive Myrtle Beach golf understanding.

Hitting the fairway

Its a dependable fact that Myrtle Beach is home to a portion of the world’s top courses. Many are outlined by expert golfers and surely understood course creators like Willard Byrd, for instance. Be that as it may, novice golfers and tenderfoots need not be scared, as there are a lot of courses for each level of golfer. One extraordinary case of a beautiful, professionally composed course is the River’s Edge. Set in a sweeping, delightful spread, River’s Edge offers full waterway side perspectives and tons swamp grasses along the course. Truth be told, it exceptionally positioned with 4.5 stars, is honor winning, and was outlined by the unbelievable Arnold Palmer! The best part is, this is only one of the numerous incredible, professionally outlined alternatives the region brings to the table.

Lodging

Being that Myrtle Beach is a get-away goal implies it is home to a wide assortment of hotel. There are numerous choices inside short proximity to the heart of the hitting the fairway activity. From resorts with apathetic streams, to private manors, there is something for everybody in Myrtle Beach, and a considerable measure of family cordial alternatives, as well. Obviously numerous golfers need to be on the shoreline itself! The Springmaid Beach Resort is a prime case of great shoreline side cabin. Found ideal on the shoreline with almost 500 sea see rooms, 6 pools, and a large number of enhancements, this resort is really a pearl. Obviously there are different choices as well, and even a couple separated choices out of the way – a touch of something for everybody.