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Media Relations

Marketing MKT 221 – PUBLIC RELATIONS, Northern Virginia Community College

May 26, 2011 | By | No Comments

NVCC COLLEGE-WIDE COURSE CONTENT SUMMARY

MKT 221 – PUBLIC RELATIONS (3 CR)

Course Description

Introduces public relations as a marketing activity and focuses on media relations, publicity, strategic planning, public relations research, communication with multiple audiences, and the elements of an effective public relations campaign to influence public opinion. Equips students with the basic skills for writing publicity materials and coordinating media kits. Lecture 3 hours per week.

General Course Purpose

MKT 221 is a one-semester course designed to provide students with a broad overview of the principles of public relations and an understanding of the role of public relations within an organization. Public relations are presented as a component of corporate marketing. Students will learn the public relations skills necessary to enhance the reputation of an organization, strengthen its relationships with key audiences, and enable it to deal with crises from a position of strength. Critical thinking, writing, presenting and the use of the Internet will be covered as students focus on creating and maintaining favorable relationships with their publics in an ethical manner.

Course Prerequisites/Co-requisites

Knowledge of basic computer skills and MKT 201: Introduction to Marketing which will provide an understanding of basic marketing activities.

Course Objectives

Upon completion of this course, students will be able to:

• Explain the purpose and functions of public relations.

• Distinguish between the activities of public relations, advertising, and marketing.

• Describe how public relations builds and maintains relationships and persuades public opinion.

• Give examples to illustrate how public relations has been used to mobilize public opinion and to promote change.

• Explain the importance of ethical behavior and how it relates to public relations.

• Give examples of various types of public relations a company may use.

• Successfully write a press release and develop a basic media kit.

Major Topics to be Included

• Define and describe public relations.

• Explain how organizations can effectively use public relations.

• Building relationships with the media and using the Internet.

• Building relationships with the publics served.

• Examine types and methods of creating effective public relations.

• Define publicity and examine its role within public relations.

• Review examples of ethical and unethical behavior.

• Examine research as it applies to public relations.

• Understand the role of public relations in the marketing mix.

• Produce a successful press kit including a press release.

16-Week Session

Classes begin August 22

Schedule adjustments (add/drop/swap) on NOVAConnect (open to all) August 22-28

Late Schedule Additions–in-person, permission required August 29 – September 2

Drops on NOVAConnect with tuition refund August 29-September 8

Labor Day Holiday for faculty, students and staff, Offices closed September 5

Last day to drop with tuition refund or change to audit (Census Date)** September 8

Last day to apply for Fall graduation * October 1

Non-instructional days/no classes; College offices open October 10-11

Last day to withdraw without grade penalty October 31

Non-instructional day/no classes; College closes at Noon November 23

Thanksgiving Holiday for faculty, students and staff, College offices closed November 24-25

Non-instructional days/no classes November 26-27

Last week of classes December 5-11

Final exam week December 12-19

Examinations end December 19

Media Alert: Charmaine Yoest on FOX Debating Tax Payers & Abortion

July 16, 2010 | By | No Comments

Charmaine_Yoest_pubshot_2010.jpgCharmaine will be appearing on FOX today, Friday 16 July to debate against tax payer funding for abortion.

The tax and abort position will be argued by National Partnership for Women and Family.

Charmaine Yoest

Charmaine taped this morning and the piece will be aired throughout the day. (Normally, ProLife talent should not tape – liberal media will use editorial-editing to win a debate. But FOX is, well, fair and balanced.)

Please let us know what you think.

Why you should watch.

No, not to check out Charmaine’s new hair cut and make-up. FOX in DC is expanding their make-up room next to the green room and the surface preparation was a bit rushed.

No. A viewer — especially those leaning toward abortion — should watch to learn why the ProLife position is winning in America; where 51 percent now self identify with Life.

Why?

Three reasons:

1) A compelling argument.

2) A winsome argument.

3) A healthy argument.

A compelling argument. Every picture tells a story, as Rod Stewart would say and every gif file is worth a thousand words. The science of the sono-gram has shifted the debate from the mother to the child. 85 percent of women who see Baby’s First Picture choose to let the baby live. This is why Cecile Richards at Planned Parenthood fights this scientific advancement. Too much information would change a woman’s choice. Science has not been good for abortion.

ProChoiceGal tweets “fetuses are humans. However, that doesn’t mean that pregnant women shouldn’t get basic human rights.” Re: abortion choice. Which brings us to,

Charmaine and Senator Orrin Hatch

charmaine_yoest_Senator_hatch_2010.jpgA winsome argument. We in the Pro-Life movement are in the persuasion business. The Alert Reader knows that Your Business Blogger(R) teaches Sales and Marketing at the local college. Pro-Life sells. Over the years, we have shaken hands with nearly every pro-choice leader from Betty Friedan to Gloria Steinem to Margaret Sanger’s grandson, Alexander Sanger. They were not happy people as one might expect and did not advance a positive, enjoyable debate. They do not smile. (Steinem has now married; I think she may have smiled since the honeymoon.) That’s why Charmaine’s Pro-Life message is selling so well: She smiles.

The unfortunate Twitterer MsFetus makes as bitter a presentation as Eleanor Smeal (understand the subjective evaluation-not the person: the presentation). The first rule in debating is “whoever shouts or goes ad hominem loses.” The pro-abortion advocates are reduced to cussing in Caps Lock. They have lost.

UK Pro-Choice QueenCatherinex tweets, “In my personal opinion I wouldn’t call a zygote, embryo, then fetus a baby. So it’s not a case of dehumanising, it’s biology.” No, it’s not biology–it’s marketing: See your Baby; the Baby lives. Word pictures are powerful.

Finally, the picture of health,

A healthy argument. Charmaine runs Americans United for Life, a public interest law firm. Her team of legal eagles knows well that the debate has moved from Roe v Wade. The Burger court wrote that the state has a compelling interest in the baby in the third trimester, but this was soon superseded by the health of the mother “exceptions.” Subsequent rulings have now asserted that abortion must remain legal on the “reliance” interpretation, where the mother’s financial health must be preserved as well as the perceived physical well-being.

(Charmaine Yoest, Ph.D., as a case study, would refute this. She didn’t need abortion to become a President and CEO.)

But we have come back to the mother’s health. Science is now telling us that abortion is a crushing psychological burden where women are now stating–in public–that they regret.

New studies demonstrate that abortion removes protections making women at higher risk of breast cancer.

Women are regretting and re-thinking thinking their abortions. Harms to women will be the next foundation in the future of the abortion debate.

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Be sure to follow Your Business Blogger(R) and Charmaine on Twitter: @JackYoest and @CharmaineYoest

Jack and Charmaine also blog at Reasoned Audacity and at Management Training of DC, LLC.

Thank you (foot)notes,

Watch Charmaine’s Expert Testimony to the Judiciary Committee on the Kagan Nomination

Watch Charmaine’s Expert Testimony to the Judiciary Committee on the Sotomayor Nomination


Virtual March for Life Banner Code

January 19, 2010 | By | No Comments

Be sure to get your personal avatar when you visit www.virtualmarchforlife.com

And bloggers get the code for a banner.

WebCast Debrief & Audio File

December 18, 2009 | By | No Comments

Some 26,000 good-guys registered to listen to the WebCast that was conducted this past Tuesday night in Charmaine’s offices at Americans United for Life.

Following is the follow-up letter from the Stop the Abortion Mandate coalition.

webcast_15-Dec-2009_group_presenters.jpg Webcast presenters: L to R Tony Perkins, Family Research Council; Wendy Wright, Concerned Women for America; Kristan Hawkins, Students for Life; David Bereit, 40 Days for Life; Charmaine Yoest, Americans United for Life Marjorie Dannenfelser, Susan B. Anthony List; and Douglas Johnson, National Right to Life.

Photo Credit: Hannah Yoest

“Help stop the largest expansion of abortion since Roe v. Wade…”

Listen to the recording of the URGENT nationwide webcast to prevent Washington D.C. bureaucrats and abortion industry lobbyists from using GOVERNMENT FUNDS to pay for abortions and bailout the failing abortion industry!

Despite the fact that most Americans do NOT want our government to pay for abortion with their money, the Senate caved in to pressure from Planned Parenthood and abortion industry lobbyists.

The Senate health care bill — if passed into law — will result in a MASSIVE government-funded bailout of the abortion industry — and the largest expansion of abortion since Roe v. Wade!

To respond swiftly to this crisis, the 70+ pro-life and pro-family organizations that make up the Stop the Abortion Mandate Coalition joined together on Tuesday, December 15, for a huge nationwide webcast, featuring a panel of expert presenters:

Webcast presenters: Tony Perkins, Wendy Wright, Kristan Hawkins, David Bereit, Charmaine Yoest, Marjorie Dannenfelser, and Douglas Johnson

The entire webcast event was recorded, and as you listen to the audio, you will discover:

* The LATEST UPDATES straight from our nation’s capital…

* The shocking implications of the bill that the abortion industry is trying to ram through the United States Senate RIGHT NOW…

* Why respected leaders, national organizations, and pro-life people are joining together in record numbers to BLOCK this attempted power-grab…

* How YOU can make a difference at this crucial moment…

Listen now — click here

Download MP3 file here

Dispel the Myth

The Stupak-Pitts Amendment (see the actual language here) which passed in U.S. House of Representatives verison of health care reform ensures that government money will not be used to fund abortions. The Stupak Amendment clearly maintains the current status quo keeping in line with the already in-place Hyde Amendment. However, some are falsely saying that that the Stupak Amendment goes beyond Hyde. Check out our chart below which compares Stupak to Hyde and read this op-ed by the Con. Bart Stupak on what exactly his amendment does.

Stupak-vs-Hyde-Chart.jpg

Stupak vs Hyde Chart

For more info, see Americans United for Life blog.

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Thank you (foot)notes:

Be sure to follow Your Business Blogger(R) and Charmaine on Twitter: @JackYoest and @CharmaineYoest

Jack and Charmaine also blog at Reasoned Audacity and at Management Training of DC, LLC.

Americans United for Life Open Letter to Planned Parenthood, and Video Debate on CNN

December 8, 2009 | By | No Comments


Yoest and Richards debate abortion on CNN Charmaine has published an open letter to Cecile Richards, president of Planned Parenthood, in The Hill newspaper; must read in Your Nation’s Capital.

Here’s the full page letter. Let us know what you think.

aul action ad.pdf

Charmaine and Cecile debate on CNN.

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Thank you (foot)notes:

Be sure to follow Your Business Blogger(R) and Charmaine on Twitter: @JackYoest and @CharmaineYoest

Cecile Richards runs Planned Parenthood founded by Margaret Sanger. See Sanger quotes in Woman and the New Race.

Charmaine Quoted in The Wall Street Journal; Planned Parenthood Forbids the Science of the Sonogram

Jack and Charmaine also blog at Reasoned Audacity and at Management Training of DC, LLC.

Any PR Is Good PR, As Long As They Spell Your Name Right, Right?

December 1, 2009 | By | No Comments

Watch the adultery clip on Scarborough Country, MSNBC

Your Business Professor has students who regularly misspell my name. On a deliverable assignment.

The Alert Student will know that lacking such critical attention to detail might be bad form and getting the professor’s name right might be a prerequisite to earning an “A.”

Students and Media, it seem, have the same challenge with ‘Yoest.’

***
never confuse a conspiracy with incompetence.

But how does one tell the difference?

adultery_scarborough_charmaine_group.JPG

Charmaine, on the Right (as usual) on MSNBC

The wife of Your Business Blogger(R), Charmaine, appeared on Joe Scarborough’s show a while back. She prepped using the 10 Tips for Your Big Show Biz Break. She was debating some of our some liberal friends over a New York Times article.

It said that cheating on a spouse can be good.

Your Business Blogger(R) advises against cheating on a spouse. Bad for the job. And business is a jealous mistress.

adultery_scarborough_charmaine_goof.JPG


Who?

Anyway, Charmaine does her homework. And provides name, rank and serial number to the producer. Including her Ph.D. suffix. Those three letters cost me a million dollars and ten years. I insist on the lettering. She doesn’t care — I do.

I’m the shallow one; she’s not.

So. MSNBC would be considered — by some — to be a world-class organization committed to attention to detail.

But an MSNBC producer slipped up on the names and by-lines. Mistakes will happen. Guaranteed. Like leaving off suffixes.

And when the goofs go live, the professional doesn’t say die.

Whenever there is any kind of error in any form, in any forum, continue with your act.

Keep talking; keep singing; keep dancing, keep moving.

The show must go on.

adultery_scarborough_charmaine.JPG

At Last, The Correct By-line

Most of the time, your audience will never see the goof-up. The audience will see and remember the passion in your play.

It doesn’t matter if there is a conspiracy. Or merely incompetence.

Deliver your sound bite. Make the sale. And you will please your audience.

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Thank you (foot)notes: See the adultery clip on Scarborough Country, MSNBC, here wmv file. Courtesy Peter Shinn.

Management Training Tip: If you will cheat on your wife, you will cheat on your business partners. Even if the New York Times approves.

Be sure to follow Your Business Blogger(R) and Charmaine on Twitter: @JackYoest and @CharmaineYoest

Jack and Charmaine also blog at Reasoned Audacity and at Management Training of DC, LLC.

Media Alert: Charmaine on MSNBC Debating NARAL on Abortion in ObamaCare And What’s in a Name?

November 10, 2009 | By | No Comments

Charmaine_Yoest_aul_pub_shot_2009.jpg

Charmaine Yoest will be debating Nancy Keenan, President of NARAL Pro-Choice America (formerly the National Abortion Rights Action League).

They will discuss the pro-life, anti-abortion amendment language and the future of the House Bill as it moves to the Senate.

Charmaine Yoest, Ph.D.

It’s gonna be good.

Charmaine’s AUL Action will not support any bill with out abortion funding restrictions.

Keenan’s NARAL will not support any bill with abortion funding restrictions.

They will appear on Dr. Nancy on MSNBC. Hit time is 12 noon EST.

As one would expect from the liberal MSNBC, the host will not be unbiased. See MSNBC’s ‘Doctor Nancy’ Admits She Finds Pro-Life Democrats ‘Infuriating’

So the odds will be 2 on 1. Which is unusual. Charmaine usually faces 3 on 1.

And wins.

Tune in and let us know what you think.

***

Alert Readers know that Your Business Blogger(R) teaches marketing at the local college and makes a study of the intersection of politics and business and truth. NARAL changed its name because no one could stomach ABORTION in their org title. Much like KFC used to be Kentucky FRIED Chicken. ABORTION and FRIED are hard to swallow. It is good marketing to use short words, short phrases — the best marketing is to use well understood acronyms. As in USA.

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Thank you (foot)notes:

Be sure to follow Your Business Blogger(R) and Charmaine on Twitter: @JackYoest and @CharmaineYoest

A Business Case Study for Business 200, Northern Virginia Community College

October 23, 2009 | By | No Comments

The Business Case Study Method permits the student or researcher to conduct a critical analysis to solve a problem or to exploit an opportunity. Or to answer a hypothetical “what if?” scenario. (In contrast to politics where hypothetical questions should never be addressed.)

There are a number of outstanding formats and templates (see below or at the jump) for organizing.

Your Business Blogger(R) as Your Business Professor prefers a simpler, story telling formula: Problem, Solution, Result. (The use of such PSRs as narrative outline are also most helpful in job interviews.)

A Problem defined is half solved. It is useful to state the problem as an inquiry (think the game show Jeopardy or Larry King or Dr. Laura, “What’s your question?”).

The subject for the content on Business Case Studies is one of my former companies. The Alert Student will also select a company where s/he worked, is working or wishes to work. Students who have first-hand knowledge or a compelling interest deliver the best case studies. Let’s start with the backgrounder.

Menlo Care, Inc. was a medical device start-up manufacturer and direct seller with an outside sales team of 35 experienced, senior, account managers in the 1980′s and 90′s. The company had a proprietary process to manufacture a new intravenous catheter. The venture was funded with $500k in seed money from Raychem Corporation where the technology was developed and spun off. The product is based on a material science of a polymer that was as rigid as Teflon when dry but became as soft and flexible as silicone when wet.

The polymer-plastic was extruded or formed into an intravenous catheter for insertion into the venous blood system.

The new technology improved patient care in a cost-effective manner. However, the new IV catheters had two major marketing concerns:

1) They were 100 times the price of the existing, nearest competitive substitute.

2) The Menlo Care products required advanced one-on-one inservice training to insert or to pass” the I.V. catheters.

At the time, Menlo Care was still operating on venture capital investment and had significant negative cash flow typical of early stage start-ups entering the marketplace.

The high “burn rate” of capital would not allow the hiring of the estimated 35 full-time instructional nurses; one teacher for each sales territory.

Nurses prefer to be taught by their peers – other nurses, not necessarily company sales representatives. Sales teams have the time intensive responsibility to peddle the product and to manage the territory logistics.

The question: How can a manufacturer teach and sell new medicine across the USA within 90 days?

The issue is an extension of the classic challenge of marketing with no money or no budget and the need for an intensive face-to-face sales process.

Menlo_Care_midline_IV_catheter_yoest095.jpg A Solution was developed from a number of options and recommendations. The final sales-education idea was an innovative combination of well-known teaching-marketing strategies reconfigured into a unique delivery process.

The answer to the problem would involve having per diem or part-time nurse clinicians conduct training classes. Each of the 35 sales representatives would identify, recruit, train, motivate and manage the advance practice nurses who were the thought and opinion leaders in the medical community (e.g., presidents of local chapters of oncology nurses, certified I.V. nurses’ associations and leaders in the home health care business). These nurses would come from the small cadre of existing users of the Menlo Care catheters. The solution was simply to hire the customers to teach.

Key nurses from a local area would be invited in for a day-long training program. The area account manager/sales representative would host the event and act as the “master of ceremonies” where the class of nurses would be taught about the new medical devices.

The hook for attendance would be the concern and the warning that local hospitals might start to see the new Menlo Care I.V. catheters on those patients who might be admitted into emergency rooms. Clinicians need to know what products are being used on patients using IV therapy in case the patient has an emergency. Especially of concern were those being treated as out-patients in the home health care market.

The attending nurses who received training and inserted a catheter on a patient became credentialed as a “Landmark Nurse” and were awarded a framed certificate and lapel pin to recognize their expertise and achievement.

(A credential can be done by private associations in contrast to a certification which is awarded by a state licensing authority. Common certifications are MD, LPN and RN.)

The Results were immediate and measurable. Sales increased from near zero to over $12 million on a yearly run rate. The product line and technology commanded such attention that a number of major medical device manufactures expressed interest.

Menlo Care, Inc, was sold in 1994 to a division of Johnson & Johnson satisfying investors and stockholders.

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Also see marketing with no budget in 10 steps.

Refer to the syllabus for length and style.

Read More

Kim Gandy from NOW Stepping Down See the Charmaine and Kim Smackdown

June 15, 2009 | By | No Comments

LifeNews reports that Kim Gandy is leaving the leadership of the National Organization for Women (NOW) to spend more time with her family. Maybe…

It is more likely that she will join the liberal feminists running the Obama administration.

gandy_yoest_six_panel_smack_down.JPG Charmaine has crossed paths with NOW’s Gandy a time or two. The most memorable was in November 2005. At the time Your Business Blogger(R) noted the altercation,

I was in the middle of drafting an article on the glass ceiling for women. And got a first person account instead.

Click on image to enlarge; Charmaine on Right in red.

Today I thought I’d give the little woman a respite from the laundry and the kids. “Go play in the Nation’s Capital,” I said to Charmaine this morning. “Have a fun lunch with the girls!”

Then on the radio I hear Rush talk about a smack down at the Supreme Court and see a photo of Charmaine in her red power suit at Rush Limbaugh EIB Extra… .

She had Kim Gandy in a half-nelson. Elbowing Gandy aside at a press conference.

I have sat through a number of cantankerous board meetings. Adversarial budget negotiations. Hardball sales presentations. Terminations. Giving and getting.

But no one actually got spanked.

I thought the gathering of girls today would be a powder puff tea party of cooperation. Sweetness and light and reason and ‘Please’ and ‘Thankyou.’

I was wrong. No one fights like a woman on a mission.

I’ll have to rewrite the glass ceiling article.

(It is a joy to marry over your head.)


Join Fight FOCA

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Thank you (foot)notes:

Be sure to follow us on Twitter: jackyoest and charmaineyoest

Press Release: AUL Senior Counsel Clarke Forsythe Publishes new book.

Dr. Charmaine Yoest, AUL President & CEO said, “Politics for the Greatest Good is a critical book for the pro-life movement at this time in history. This important focus on the achievable in political strategy…AUL Action

FOXBusiness reports, Americans United for Life Senior Counsel Clarke Forsythe Publishes Politics for the Greatest Good is now available at bookstores and Amazon.com.

Americans United for Life Launches New Website: Sotomayor411.com

June 12, 2009 | By | No Comments

Most people know very little about Supreme Court nominee Sotomayor. Americans United for Life will be alerting the public about the Pro-Abortion-Choice affinities of Sotomayor and the abortion agenda of president Obama.

AUL has published a new website www.Sotomayor411.com.

Sotomayor411.com

Click on the banner for outstanding research and analysis to learn about Sotomayor’s judicial activism and the personnel policies of president Obama.

Alert Readers know that Charmaine served in presidential personnel in the (real) West Wing of the White House in the Ronald Reagan Administration. The direction from The Gipper was to hire carefully. Personnel is Policy.

President Obama shares more that oratorical elegance with Reagan. Obama also knows that Personnel is Policy.

Sotomayor is the personification of Obama’s abortion policy.

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Follow us on Twitter: jackyoest and charmaineyoest