Tuesday, November 6, 2012

1950s Family Life

When looking back at past eras, the 1950s is looked upon by some as an idyllic time in American history. The nuclear family headed by a male breadwinner was the desired norm and televisions shows such as Father Knows Best and I Love Lucy were popular. However, there was a dark underside during this era. Women were treated like second-class citizens and some were living unhappily married because their financial and educational options were limited.

The media, in collusion with the government, and family sociologists constantly espoused the virtues of family and children and women, who wanted more out of life, were looked upon as freaks of nature. However, some women during 1950s expressed dissatisfaction with their lives and an unarticulated longing for a life beyond their children and husbands. Some of these wives were forced out the workforce after World War II and felt resentment that their only option for financial stability was marriage. This unarticulated longing would lead to a major social upheaval towards the end of the 1950s and would be the beginning of the second-wave feminist movement. This movement caused a shift in family values and altered family structure for future generations to come. The 1950s Family Experiment would be short-lived but fondly remembered.

Several factors lead to the forming of the nuclear family. By the end of the 1940s, the divorce rate dropped sharply; the age of marriage feel to a 100-year low; and the birth rate soared. Women dropped out of the workforce as soon as they become pregnant and some young women had two or more children in diapers at once. Also during this time, the education gap between young middle-class men and women increased and job segregation for working women and men peaked. Limited educational and job opportunities for women made them more dependent on marriage for their financial well-being.

1950s Family Life

Young, newly married couples were encouraged to sever their family ties and put all their emotional and financial eggs in the small basket of the immediate nuclear family. Women were told by experts that all their energies should be used for their husbands and children, not aging parents and other relatives. Psychiatrist Edward Strecker and various colleagues argued American boys were infantilized and emasculated by women who were old-fashioned "moms" instead of modern "mothers".

Modern mothers placed their parents in nursing homes; old-fashioned mothers took their parents in at the expense of their own "important" nuclear family. A modern mother was not supposed to have friends, a job, or anything or anyone that would take attention from her husband and children. She was also supposed to grant early independence to her male child. It is no wonder that many women who believed in this advice and put it into practice ending up abusing alcohol or tranquilizers over the course of the decade.

Women were encouraged to confine themselves to a very narrow definition of "true" womanhood by a variety of sources such as family education specialists and marriage counselors, columns in women's magazines, government pamphlets, and above all television. These experts told women during the 1950s that their greatest role on the planet was to be wives and mothers. The role of a "real" woman was to have no interest in a higher education or a career and women were taught by these experts to pity women who had the nerve to want a life beyond being a wife and mother.

Televisions shows such as Donna Reed, Ozzie and Harriet, Leave It to Beaver, and Father Knows Best showed women how much easier their lives would be if their families were like those families and the I Love Lucy show warned women about the perils of what happened to a woman who wanted a career or if she schemed behind her husband's back (Coontz 38), The mothers on Leave It to Beaver and Ozzie and Harriet were immaculately dressed with pearls around their necks. Their homes were clean and their children never got into trouble. However, on I Love Lucy, Lucy usually looked terrible by the end of the episode. Her hair was at times standing on top of her head and her clothes filthy from her weekly adventure. Women and their families watched these shows and tried their best to emulate the perfect and bright lives shown to them on a weekly basis.

However, towards the end of the 1950s, a dramatic shift occurred. Cultural values changed dramatically and the children of these women found the social immortality of their parents sickening. Many young adults and their mothers would march in the streets to protest against sexism, racism, and militarism. Minorities and women began to receive the civil rights that were rightfully due to them and more and more women entered the workforce, forcing a dynamic shift in childrearing practices. By the 1970s, husbands and wives had begun to share household duties and women were no longer bound to their homes.

The concept of family has changed and sometimes it was for the best, sometimes for the worst. Although women have more rights, divorce is commonplace in our current society and many children live in one-parent households. Women are still discriminated against in American society and some us still do the majority of household work regardless of how many hours we work per week or if we have a house-husband. But we now have opportunities that would not have been imagined fifty-years ago. Children do not have to see their mothers treated like chattel and we almost had a female President of the United States. Nothing remains the same - ever. The constantly changing landscape of the American family owes a lot to the women of the 1950s.

1950s Family Life
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Thursday, September 6, 2012

The PR Brief - What It Should Include

One of my esteemed associates suggested that I focus on what a client brief should include, given that I profess a robust brief to be the foundation to building solid PR programs and to recruiting the right agency talent.

My thoughts may not be all-encompassing, and I recognize that a degree of tailoring is always necessary. In essence, however, I have 3 guiding principles in setting up a good brief:

CONFIDENTIALITY: No brief must ever be submitted to any outside service provider without a legally endorsed NDA (non-disclosure agreement). I am happy to provide an example of this. INTEGRITY: Extreme care must be taken not to include material of a financially sensitive nature (always worth running a brief past the IR team). An equal amount of care must be taken not to 'spin' content. The brief is not a PR document, but a frank and honest review of the company's opportunities and issues to build robust PR response. RELEVANCE: The brief should be geared towards framing the issues and opportunities that the agency can be expected realistically to support. This demands that clients have given first thought to what their marketing/agency expectations are and that they understand what peripheral information is important in helping agencies better understand the company and climate in which they'll be expected to operate.

The PR Brief - What It Should Include

For me, word count does not matter. Content does. And this, in my view, is what a good agency brief should include:

1) The Corporate Story

This section must give as much flavor about the dimension, character, values and principles of an organization to help PR agency familiarization but also to aid external corporate positioning.

What is the company provenance/history and track record? What have its milestone achievements been? What are its stated mission, vision, values? What are its key metrics (financial/geographic) and growth ambitions? Is it a market leader or challenger?... ... And how does it shape and execute that role? What characterizes the company's leadership and internal culture? What is its business model and structure? What are the company's issues and crisis alert procedures?

2) The Trading Environment

Here follows an analysis of the company's trading prospects and opportunities, coupled with a realistic analysis of the marketplace threats/issues that the agency may be required to take into account as it develops PR plans.

Who is the competition? What is driving their strategy against the company? Which media channels do they exploit? What is the company's relative performance? What is the company's market differential (eg. technology, innovation, commercial) Where are the trading threats - and opportunities? What are the regulatory barriers? How are these being addressed? How does the company plan to raise future market entry barriers?... ...Or exploit current market conditions? What is the company's product/service roadmap? What key sales and marketing initiatives are planned over the next year to drive growth?

3) The Market Environment

This section begins to deal directly with the company's public outreach strategy and begins to provide insight into the more direct role a PR agency can be expected to play in support.

Who is the company trying to reach? How are these audiences segmented? What is the current company proposition/message to these audiences? What motivates and characterizes the target consumer/purchaser/specifier groups? Which (online and offline) media channels most influence these groups? Which other organizations (NGOs etc) also influence purchase decision? What impact have these media/groups had? What have been the company's past, public issues? Were they resolved? Which marketing/corporate outreach initiatives have seen most success? Where has the company failed to reach/penetrate its markets? What are the company's key marketing objectives over the next 1-5 years?

4) The Internal Community

This section recognizes the interdependencies between external and internal communications planning and focuses on how the internal corporate culture can impact or promote external PR success.

How many employees are located across the company? What are current employee engagement strategies/dialogue channels?... ...How effective are they? What is the employee retention record? What are the outcomes of any employee surveys? What are the key issues? Are any major corporate restructuring initiatives planned? How is internal and external communications structured? Who are the key spokespeople/external ambassadors?... ... How competent or well equipped are they?

5) PR Agency Objectives

This section deals with the very specific company requirements of the PR agency and should relate clearly to the above company analysis. It should form the basis of the final agency quote and be embedded within subsequent contractual obligations. For example:

What credentials (skills, experience, specialism, contacts) must the agency demonstrate? Which geographies will they serve? What will be their messaging and corporate positioning contribution? What strategic market/PR/media insight should the agency contribute? Which markets/audiences should the PR agency engage? What (online/offline) influencer programs should the agency deliver? How must the agency integrate with the business? How should the agency evolve its client PR skills? How will success be measured? What are the key performance metrics? What is the budget? How will the agency ensure transparency against spend? How will they report (to whom, by which method, with which frequency)?

A good client brief is the precursor to any agency pitch and final selection; it sets clear client-agency expectations and is integral to final contractual obligations; it is the reference against which ongoing agency performance can be objectively measured and reviewed.

A good agency, as I mentioned in my last post, will engage with this brief, may challenge it and generate value-adding discussion to help move the company forward in its thinking.

My passion for a good client brief stems from the conviction that, without a brief, there is no performance. And without performance, the communications role will never be viewed as a robust, commercially-minded and trusted entity within an organization. It is ultimately, therefore, a tool of professional and personal credibility.

The PR Brief - What It Should Include
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Joanna Lund Director Reputation Matters [http://www.reputationmattersltd.com]

With our FTSE 100 and Fortune 500 company credentials, we have vast experience in setting up client briefs, including agency performance goals and metrics, as part of any PR agency recruitment or performance evaluation process.

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Saturday, July 28, 2012

Basic ECG interpretation

Only a real health professional can interpret an electrocardiogram or ECG result. However, enough knowledge on ECG can help you make basic interpretations. Below is how health professionals interpret electrocardiography waves:

The first small spike you will see is called the P wave. It represents the contraction of the atria or the upper chambers of the heart.

PR

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The space between the P wave and another wave called the R wave is known as the PR interval. This represents the time between the electrical signal of atria contraction and the signal of ventricle contraction.

Basic ECG interpretation

The R wave (represented by tall spikes) is in between a small dip called the Q wave and another small dip called the S wave. Together, the QRS complex (Q, R, and S waves) demonstrates the activation of the left and right ventricles of the heart.

On the other hand, the T wave represents the resetting (or repolarization) of electrically charged cells in the ventricles. This resetting occurs during the contraction of the ventricles, masking the signals so they will not appear on the waveform. When resetting finishes, the entire cycle repeats.

Similar to that of the PR interval, the waveform from the end of the QRS complex to the starting point of the T wave is called the ST segment. The waveform from the starting point of the QRS complex to the end of the T wave is called the QT interval.

When reading the ECG, the height of the waves denotes electrical signal strength and the overlap of the opposing signals. The space between the waves represents the time it takes for the signal to pass through your heart.

By comparing your heart's electrical signal pattern to that of the normal signal pattern through the use of the ECG, health professionals can easily identify heart problems.

Basic ECG interpretation

ECG provides detailed information on ECG, ECG Course, ECG Cross Reference, ECG Semiconductors and more. ECG is affiliated with EKG Interpretation.

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Sunday, July 1, 2012

How to Write Marketing Communications Plans

Marketing Communications are "all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used" (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as "the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses" (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999).
Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience.
Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999).

Marketing Communications Plans consist of the following vital elements:

PR

Context analysis

How to Write Marketing Communications Plans

Promotional objectives

Marketing communications strategy

Promotional mix (methods and tools)

Budget schedule

Evaluation and control (Fill, 1999).

When writing marketing communications plan it is important to:

1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other.

2. Develop segmentation, targeting and positioning strategies

3. Develop creative message with which Marketing Communications Plan with communicate with target audience

4. Select and justify one or combination of marketing strategies (push, pull or profile)

5. Develop well-rounded and creative set of promotional mediums and allocate appropriate budget for each medium.

6. Create contingency planning strategy (in case something goes wrong)

7. Set strict set of evaluation and control mediums which would include milestones and continuous evaluation

References

Fill C (1999) Marketing Communications, 2nd Edition, Prentice Hall Europe
Yeshin T, (1999) Integrated Marketing Communications, The chartered institute of marketing, Butterworth Heinemann, Oxford
http://www.marcommwise.com/glossary.phtml?a=m&s=0

Please find below links to excellent Marketing Communications Plans:

C/M/315. INTEGRATED MARKETING COMMUNICATIONS PLAN FOR ROYAL CARIBBEAN CRUISES LTD

S/M/162. Marketing communication plan: Philips SatinIce UK, and current marketing communications strategy analysis

S/M/158. Marketing Communication Plan for British Airways

S/M/158. Marketing Communication Plan for British Airways

E/M/14. Marketing Communications Plan for Pizza Hut

C/M/180. Internet music search engine Promotion Campaign

C/M/171. Analysis of the 50+ customer group for M&S and brief outline of a promotional campaign

P/M/311. Marketing communication Plan for Direct Lines the breakdown service

S/M/77. Project Management for Marketing Communications Campaign

P/M/289. Marketing Communications Plan for ROYAL DUTCH/ SHELL

S/M/69. Marketing Communications Plan for British Airways (BA)

P/M/269. Marketing Communications Plan for Shell

P/M/262. Marketing Communications Plan for North West Valley Sailing Club

C/M/117. Marketing Communications Plan for Hugo Boss

P/M/252. Marketing Communications Plan for the Introduction of New Product: Smoothie

P/M/139. Marketing Communications Plan for Haagen-Dazs

P/M/130. Marketing Communications Plan for the new degree programme

P/M/133. Marketing Communications Plan for Marks and Spencer

P/M/134. Analysis and development of Marketing Communications Plan for Adidas (US)

http://www.coursework4you.co.uk/sprtmrk28.htm

How to Write Marketing Communications Plans

All Rights Reserved. Copyright © 2006 Verena Veneeva http://www.coursework4you.co.uk/sprtmrk28.htm

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Friday, June 29, 2012

How to Read an ECG

The electrocardiogram or ECG is a medical device that measures the electrical activities of the heart using electrodes placed in certain positions on the body. Physicians use the information gathered from the device to record the heart rate, myocardial infarctions, arrhythmias, ventricular hypertrophies, atrial enlargements, and bundle branch blocks.

The ECG gives out ten basic pieces of information about the heart. They are the following:

PR

1. Rate. To determine the rate, consider two durations of identical points in a consecutive ECG waveform (R-R interval). Take this duration and divide it into 60. The equation should be: Rate = 60/(R-R interval)

How to Read an ECG

2. Rhythm. This includes normal sinus rhythm (NSR), regular, and irregular rhythm.

3. Axis. The basic principle in finding the axis is searching for the lead whose QRS complex is closest zero.

4. P Wave Morphology. Generally, the P wave should neither measure more than one box wide nor one box tall. If it exceeds these, it means that either or both atria is enlarged and the patient is hypertrophied. V1 is the best lead to look for the P wave.

5. PR Interval. The PR interval defines AV conduction time which is usually between 0.12 - 0.20 milliseconds (or three to five boxes wide). An AV block is present if the PR interval is more than 0.2 seconds.

6. QRS Complex Morphology. This is not so easy to interpret. However, stepwise evaluation can be helpful. The following are the things to consider:

- Duration should be between 0.08 - 0.10 seconds (or 2 - 2.5 boxes) only.

- Presence of Q waves (a Q wave should be greater than one box wide).

7. ST Segment Morphology. This can determine whether ischemia or infarction is present. In general, ischemia is indicated with a depressed ST segment while an elevated ST segment confirms that there is infarction.

8. T Wave Morphology. T waves generally point to the same direction as the QRS's largest deflection. Changes in the T waves can be usually associated with ischemia, hyperkalemia, and hypokalemia.

9. U Wave Morphology. The presence of U waves may indicate hypokalemia.

10. QTc Interval. With quinidine toxicity, Qtc interval is lengthened. It is shortened with hypocalcemia.

How to Read an ECG

ECG provides detailed information on ECG, ECG Course, ECG Cross Reference, ECG Semiconductors and more. ECG is affiliated with EKG Interpretation.

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Sunday, June 24, 2012

PR Careers

Careers in PR are really sought after nowadays, especially by those who love challenging work environments, lucrative pays and are not afraid of hard work or stress. Following is a simplified job description of what careers in PR mean and the kinds of roles PR officials are expected to play.

Functions of employees in PR work

PR

Some other names by which public relations specialists or officers are known are press officers or media specialists. They act as the link of communication between the general public and an organization. Whatever message an organization has to send across to the public or to the media is conveyed through the medium of a PR official who has to make use of his/her own creativity as well as his/her media contacts in such cases.

PR Careers

PR personnel has to make use of the same weapons for deftly and dexterously handling potentially damaging circumstances which is called crisis management. So as you can understand, strong communication, people and media management skills are extremely vital for those aiming at careers in PR. Besides, to be successful in PR jobs you must be a prompt thinker and be able to think on your feet because you will be bombarded with various kinds of unpleasant queries or googlys especially from the media.

One of the main functions of people in PR careers is to draft and create, research, write and edit or oversee all these things during the preparation of press releases and media reports. These press releases then have to be sent off by PR personnel to different kinds of media outlets.

These press releases act as public alerts for some kind of upcoming events or create awareness in the public and release information on new just launched or to be launched services or products.

If an organization undergoes any sort of change, like business expansion plans or hiring of new personnel, then such changes have to be announced to the public and the media through press releases written by PR guys.

Those involved in PR work also have to create media liaison that is, between the media and the organization for which they work. When general public or other organizations or the government requests for information from a company or the media asks for interviews, such requests are directed to the PR department and the employees in PR careers of that company entertain the queries and questions. When PR officials have to answer sensitive questions or respond to confidential matters, they often first consult with the company heads.

PR employment officers often have to take part in strategic planning and have to implement, develop and oversee the groundwork beneath planning campaigns or strategies for particular events.

PR Careers

Silas Reed, Writer for PRCrossing writes articles that inform and teach about different PR job profiles. Please visit http://www.PRcrossing.com/lcjobtypelisting.php and sign up for a FREE trial to gain access to some of the many exclusive job listings we offer in the PR profession.

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Wednesday, June 20, 2012

How Long Does It Take To Play Guitar

Learning to play guitar is a process, and there is no finish
line. How long does it take to play guitar, is a question
students often ask their teacher. How long it takes to play the
guitar depends on what your definition of guitar playing
is!

The last few decades has seen a remarkable growth in the
popularity of rock music and guitar playing has become pretty
attractive for many.

PR

Today the guitar is everywhere; a versatile instrument - adapting
itself to almost any kind of situation, Victimized by it's own
success, it has become something more than a musical instrument -
like the swastika before it, it has become the symbol of a social
revolution! The ultimate emblem of grooviness! It is now an
object unto itself!

How Long Does It Take To Play Guitar

Guitar enthusiasts are so often blinded by the symbol that they
remain deaf to the world of musical wonders that lie beyond their
blinkered six-string field of interest.

Many teenagers exist who aspire to become rock superstars, but
there is also a section who wants to learn guitar playing just
for sake of it. But many of them end up losing hope of learning
guitar since they don't find the best way to learn guitar.

How long does it take to play guitar? If you can answer the
following questions and make these important distinctions you
will have a good idea.

QUESTION ONE: How do you view the instrument?

Do you want to be (a) guitar owner, (b) guitar player, (c) a
musician who uses the guitar for musical expression?

Essentially there's three levels of involvement with the guitar:

1. Guitar owners - to qualify you need only to have enough funds
to purchase the instrument, for these people the guitar is simply
a toy, like a computer game, or fashion accessory. How long does
it take you to play the guitar if you're in this category? About
5-10 minutes max. The important thing here is to "be seen to be
playing the guitar"!

2. Guitar players - players in this category are often very
dedicated and speed many hours practicing their instrument.
Mostly self taught, they learn almost exclusively from guitar
tab, and their friends. How long does it take to play guitar in
this category?... these players understand it's a lifetime
journey.

3. Musicians who play guitar as their chosen instrument- players
in category two focus on guitar playing skills, whereas
level three players understand the whole scope of the musical
landscape. A good musician not only plays their instrument well,
they understand and can intelligently discuss all music.

These players:

(a) listen to all types of music

(b) read about all types of music

(c) study all types of music

How long does it take to play guitar in this category? Again,
it's a lifetime of hard work and discipline. What's the
difference between category two and category three?

Level two players must have their instrument in their hands to
communicate ideas, whereas, musicians who play guitar as their
chosen instrument know and can discuss, the qualities which make
Herb Ellis or Barney Kessel a great jazz player; why Duke
Ellington is a jazz innovator; Michel Legrand a great composer
and orchestrator. They know why good symphonies are good and bad
symphonies are bad; they know why good pop or country songs are
good (musically) and bad songs are bad.

QUESTION TWO: Are you internally motivated or externally
motivated?

Externally motivated players usually give up playing the guitar
once they realize that they are responsible for their progress.
these players quickly move on to the new 'hip' fad (only to give
up on that as soon as things get a bit challenging).

An obvious example of this type of externally motivated player
and their associated problems and disappointments is with the
recent popularity of computer games where people pretend to play
the guitar.

Despite PR claims from computer games companies
that their computer guitar games improve the player's rhythm
and hand dexterity, professional guitar teachers worldwide have reported
that guitar computer game veterans have been disappointed when
confronted with the real-world requirements of hard work and
delayed gratification. They expect to jump into it and learn it
as quickly as they learned the game, and they realize that they
can't.

I'll assume if you have read this far you're more interested in
category two or three!

needless to say that only internally motivated players make it
into category two and three.

QUESTION THREE: What is the source of your information? common
knowledge or specialized knowledge?

Today it is not a question of information on any particular
subject, after all we live in the information age, don't we? To
accelerate your progress on the guitar and rapidly decrease the
time it takes you to play the guitar, what we need is specialized
knowledge to help us assemble the relevant knowledge to achieve
our goals.

The first thing to understand is that learning guitar is
something that takes a long time. how long it takes to learn
depends on what you want to learn.

Learning guitar is hard work but it's really important to have
fun and have your guitar make cool sounds while you're learning
all the hard bits. The main thing you have to consider when
learning how to play guitar is who is teaching you how to play
guitar.

How long does it take to play guitar? It depends on what you want
to achieve.

How Long Does It Take To Play Guitar

Mike Hayes is a teacher, author, speaker and consultant. Get his tips and tested strategies proven to boost your guitar playing his membership site at http://www.guitarcoaching.com today.

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