IMC Hawks Blog

Category: Branding

  • Consumer’s Point of View

    Although this may seem repetitive of earlier posts, we feel that it is necessary to give another point of view on Corporate Communication to give a full understanding of what it entails.  With that said…

    Professor: “Define ‘Corporate Communication.’”

    Students: [blank stares] “umm. Communicating Corporately?”

    Good guess, but no.

    This was the task presented to our 495 Corporate Communication class. What we found was that defining Corporate Communication was slightly more involved than one might initially think. At the start, we suggested definitions such as “all communication within a business or organization.” Profound, we know. When our teacher pointed out the serious lack of content in our initial definitions, we had to regroup and analyze what Corporate Communication actually meant and create a definition that would encompass the multi-faceted divisions that work together to create Corporate Communication. Our group defined Corporate Communication as:

    “The consistent communicative interaction that builds on organization’s identity and reputation by persuading its internal and external stakeholders to buy into the organizations public narrative. “

    Sounds good right? … We think so too.

    So, what does this mean?

    Communication within an organization must be consistent.  Everything within a corporation is constantly moving and changing; therefore, they must have definite communication practices in order to be successful.  These practices help maintain and sustain their relationships with their stakeholders and/ or public. While maintaining their relationships, an organization must build an identity and reputation. They do this through their advertising, marketing, financial charitable contributions, etc. These efforts are to persuade and convince the public and their stakeholders to buy into and partake in the narrative the organization has created.

    You may be thinking at this point, “well that sounds great, but why am I reading this and why is this important?”

    The importance of successful Corporate Communication is that it has a trickle-down affect, which ends with the consumer, aka you! Your satisfaction with an organization is dependent on the success of their Corporate Communication skills. For example, this became very obvious this week to one of our writers while dealing with AT&T. While considering the consequences of the criminal behavior that releasing our frustration on this company would cause, we weighed out the pros and cons and figured the most effective and productive use of our frustration would be to illustrate the effects and consequences of poor Corporate Communication and how it directly impacts you, the consumer.

    Setting up a wireless Internet account and having it installed shouldn’t be an impossible task, right?  Well, apparently it is when you’re dealing with AT&T.  After setting up an installation appointment, mind you it was two weeks after the initial phone calls and account set-up, and having the repairman install it at the wrong address, several calls had to be made to the customer service line.  The calls almost always ended in the same routine:

    Call. Wait. Talk with a representative who takes your number just in case “we get disconnected.” Get disconnected. No call back.

    Finally, I got through to a representative who tells me it will be at least two weeks until I can get another installation date, and wait, she has just checked and the Internet availability in my area is non-existent.  “Wait? What?”, I say.  Couldn’t they have recognized this discrepancy when I set up my account?  After a weeklong process or countless waiting, endless daytime minutes used, and plenty of pent-up frustration, I told them to forget it and cancel my account.

    On the contrary, as a test we called the customer service line to Chase Sapphire credit cards.  They advertise that you get an actual person whenever you place a customer call (what we consider acceptable Corporate Communication, unlike AT&T) and sure enough, NO RECORDING; you actually speak to a real person immediately without any hassle.

    We’ve all experienced some kind of frustration in dealing with recordings and major corporations but have we ever stepped back and thought of what it was saying to us about the corporation?  This is our story, what’s yours?

    Breanna Alexander
    Lauren Dehart
    Lauren Smith
    Kelly Wiley

  • So…What Exactly is Corporate Communication?

     In defining Corporate Communication this early in the semester it is important to note that our class definition is somewhat vague now, however it supplies us with a good foundation. With that being said we decided to jump ahead and do some of our own research to expand our definition. In every definition we found there was at least a mention of crisis communication. In most cases, the definitions stressed the importance of communicating quickly and efficiently during a crisis.

    This research left us baffled as to why our definition fails to include the propensity for crisis management. Despite the greatest risk management efforts, organizations still suffer from crisis every day. It is the responsibility of these organizations to recover from these hardships while still maintaining favorable relations with stakeholders. How a company responds and recuperates after crisis is a vital part of the organizations corporate communication.  That is why we feel it is necessary to incorporate crisis management into the umbrella that encompasses corporate communication. As the semester moves along we look forward to visiting this idea of crisis management in case studies and in any corporate settings we may encounter in our own future careers.

    -Gracie, Emily, Meghan, Wade

  • TED: Are more choices better, or has more become less?

    TED: Technology, Entertainment, Design is a nonprofit project that started in 1984 and focuses on Ideas Worth Spreading. TED holds an annual conference where talented and innovative speakers and performers speak about their lives ideas and challenges. Some of these speakers include Al Gore, Jane Goodall, Bill Gates, Brian Greene and many other brilliant people. This April, Terry Hayes and Dr. Persuit held a video session and discussion time to watch two speakers and for students to discuss the topics and their opinions.

    One of the speakers was Malcolm Gladwell, and his speech was titled “Spaghetti Sauce.” His speech focuses on one man, Howard Moskowitz, and his philosophy that “There isn’t one “perfect Pepsi” there are in fact numerous “perfect Pepsis.” Howard built his reputation and transformed the market world based on this idea, that companies should not try and find the “perfect something,” instead they should find varieties of perfect products. This idea gained its acceptance and status when Howard applied the theory to spaghetti sauce, specifically Prego. Prego hired Howard in the 1980s to help them compete with Ragu. Howard did millions of tests on millions of people using different types of spaghetti sauces and found out that people do not prefer one specific type of spaghetti sauce, instead the American people like many different specific types. This is why when you walk down the grocery isle with spaghetti sauce, there are difference sauces ranging from plain, to extra chunky, to mushroom flavored, and so on. Howard successfully changed the way the food industry approaches marketing, making of the products, and meeting the desires of the American people. The fundamental idea can be used in not just the food industry but in all areas of marketing. Marketers are beginning to realize that the way to make the consumer happy is not remember that they are all individuals with specific and different desires, needs and wants. Howard successfully passed along the lesson that the human population is filled with diverse beings with different ways to achieve their happiness.

    The second speaker was Barry Shwartz and his speech was titled “Paradox of Choices.” His speech talks about his book, which is about the way to maximize the welfare of all of the citizens, you must maximize the individual’s freedom through maximizes the choices people have. Choices lead to freedom which then leads to welfare, which should be the defining goal of societies. Barry shows the world through the choices we are offered by explaining that in a grocery store there are over 175 choices of salad dressing, and when you go to the doctor he or she will give you a number of choices of health care you can choose, and you can choose what prescription drug to take and so on. This has resulted in people giving the choices to wake up every day and invent our own identity and choose from all of the choices offered what kind of person we want to be. All of the choices we are offered occupy our entire day, all day and everyday leaving zero time to actually live the life we have chosen. He does point out the good news about having so many choices, which can be easily seen, but he discusses more deeply the bad news about all of the choices. One is that people are paralyzed by all of these choices because they are unable to choose which action to take. People have become either too lazy or to overwhelmed by all of the options available to them that many times they choose no action, or put off deciding for days and days. Another negative effect of the many choices is that people are beginning to have the expectation to receive perfection because of so many choices they have to choose from. This is resulting in people’s expectations not being met and the people ultimately being disappointed by their choices.

     The TED viewing finished with discussion questions for students to wrap their minds around. I invite you to also watch these brilliant speakers and ponder these questions:

    • Think of companies that have achieved success by offering limited product lines.

    • Think of companies that have achieved success by offering vast product lines.

    • As marketers, do we need to offer more varieties of our products, or should we offer fewer choices in order to help customers decide?

     • When are more choices better? Does it depend on the type of product or service? Is it always better to have more choice for high-involvement products, or is simplicity sometimes preferable?

     http://www.ted.com/

     -Shannon Meadows

  • My own personal brand

    I have never had to “look” for a job…

    Of course, I have been in places, filled out applications and have gone through the interview process multiple times; however, I have yet to be turned down.

    So, when I say I have never had to “look” for a job that means I have never really had to look.

    Until now, when it really counts…

    I am roughly two weeks away from graduation.

    Ironically, today I went on a third interview for a “big girl” job that I really want.  My mother has always said if I could just get the interview, I would get the job.  Thus far, she has been right and tomorrow morning, I will find out if her philosophy still holds true.

    I am finishing out my last week of classes as an undergrad, trying to figure out where I am going to move when my lease runs up in a month, waiting to hear back about this job, all the meanwhile neglecting to take my graduation gown out of the bag and put it on a hanger because a part of me is still not ready to close this chapter of my life.

    However, we cannot delay the inevitable.

    So, what has IMC taught me?

    IMC has allowed me to recognize and perfect my own personal brand.

    In my mind, college isn’t all about your major, the classes you are taking, your GPA, your fraternity or sorority, all of the other organizations you are involved in on and off-campus, the number of cords you get to wear the day you graduate—it is about taking EVERYTHING that you experience—and somehow incorporating that into yourself…your own personal brand.

    You aren’t selling your degree when you go on a job interview.  You aren’t selling your GPA, your honors or awards.  You aren’t selling the number of community service hours you have completed over the past four years.  On a job interview, you are selling you…your own personal brand.

    So, to wrap this up…the reason I haven’t ever really had to “look” for a job is because I have been perfecting my own personal brand over the past four years and I am very confident in the brand I have made for myself.

    I remember names and faces.

    I will always shake your hand.

    I remember useless factoids that sound impressive.

    I mock the sayings of anyone who has something intriguing to say (especially my mother).

    I know how to be charming.

    Even though I may talk a lot, I am always interested in what someone else has to say and when I listen, I really listen.

    I am honest.

    I will always look you in the eyes.

    I know where I want to go and by the time you get done talking to me you know I will make it happen eventually.

    You cannot learn these traits out of a textbook.  They are far more impressive than a GPA.  These traits make me unique.  They are mine and they are what make me memorable.

    This is my own personal brand…

    What’s yours?

    Laura Ann Klinedinst

  • A Framework for Our Future

    I never could imagine all facets of my Communication Studies career at UNCW would come to a close at the exact same time. I am in the cusp of finishing my departmental honors project, currently transitioning positions for the COM honors fraternity Lambda Pi Eta, and now the last day of classes is dawning. I am moderately overwhelmed; however, it is a familiar feeling. As a student entering the department three years ago, I was quite oblivious to what career I truly wanted to pursue come May, 2010. Unfortunately now a week shy of May, I am still just as oblivious. BUT before everyone reading recedes in shock, I DO possess one feeling in regards to my future I did not before, which is passion. Passion for my major, passion for my department, and passion for IMC (not a promo for the class, I promise). Having taken classes in integrated marketing communications truly has opened my eyes to a whole new way of pursuing communication studies.

     Hybridizing marketing and communications while outlying features such as social media, public relations, and advertising, creates a captivating discipline. It is truly unique in that IMC provides a surplus of prospective job opportunities, graduate school programs, and opportunities abroad for students interested in the field of study. IMC students have the advantage of being multifaceted within their major, gaining both client and corporate experience while utilizing new forms of social media to boost their own personal brand. It is such a rich subject that allows students the flexibility for growth and expertise.

    So as my time at UNCW and my participation with the IMC Hawk team comes to a close, more than overwhelmed, I now feel confident. I feel confident in the success of my peers, confident for myself, and confident for our future. No matter what career, school, or volunteer path we decide to take, IMC Hawks rest assured, our knowledge of IMC will be there offering support, and laying the groundwork for all the implausible feats we are surely to face.

    –Stephanie Saulsbury

  • Navigating your career without fear: Tips from the professionals to help secure a job!

    This time of year is particularly hectic in the business world as resumes from soon-to-be college graduates flood HR departments across the country. On Wednesday, April 14th, Capstrat held their 4th Annual Networking Night in Raleigh, NC.  The theme of the night was “Networking GPS:  How to Navigate Your Career”.  There were three sessions of panel discussions, each with their own topic and tips.  Among the panelist were Jennifer Anderson, Social Media Strategist for Blue Cross and Blue Shield of North Carolina, Melody Hunter-Pillion, Media Relations Manager for Rex Healthcare, and Erin Lane, Director of Marketing Communications for Scandinavian Child.  In total, there were 13 panelists who shared their valuable insights.

    The first session focused on career development and the importance of networking.  All of the panelists agreed that networking is about building relationships. Keep in mind, one should never burn bridges because you never know how important that connection could become.  Also, while networking, the word “job” is taboo.  No one wants to be bombarded with a resume. You must first establish a connection.  In addition, go above and beyond the job description. Your first job will not be your last, so use it to propel your career.

    The second session focused on emerging job trends. Contrary to popular belief, according to these professionals, it is acceptable to stay at a company for one to two years and then move on. Businesses understand that the “millennials,” people born from 1980 onward, are in positions to learn skills, and gain experience. Another key insight during this session was to bring something extra to the table. Since many public relations firms are relatively small, a person with an expertise in addition to their PR knowledge will have a great advantage.  Develop skills that aren’t necessarily for your job but that are applicable, such as web page design, social media, etc.

    The final session was on building your personal brand and social media.  LinkedIn is a great tool to use, as well as Twitter.  Follow people on Twitter in your industry of interest.  You never know who is reading your tweets, so make them interesting, appropriate and something people want to read.  While looking for a job, maximize your potential. Create a Web site with your own domain name, post your e-portfolio and demonstrate your capabilities.  Personal branding and social media aid people in developing an online presence and help mold how they want to be viewed.

    Keep all of this in the back of your mind while exploring career options and make yourself standout among the rest!

    Danielle Murray, Writer

    Rachel Kaylor, Editor

  • Lessons Learned from Chips

    When I picked my friend up from the airport after a short-term study abroad session in Italy, I naturally asked how her trip was. She looked at me, smiled and said something along the lines of, “I have discovered the most delicious thing in the world.” I expected her to say fine Italian bread, or pastries, or anything along the lines of cultural food. With a mischievous grin, she opened her suitcase and there they were—three cans of her beloved Pringles Paprika chips. She was beaming! About 2 months later, I left for a study abroad trip and was in search of the Paprika chips to bring back as a gift. I bought some for myself and, though I hate to admit it, I too became hooked on the Paprika chips! After I was home for about two weeks, I began to crave them, so I went to the grocery store just to look around in hopes they would be there. Much to my disappointment, they weren’t. That same night I went to a cookout and tried a flavor of chips for the first time: Barbeque…wait, Paprika? Yes, you guessed it! Barbeque chips in the U.S. are the same as the Paprika chips in Europe! What a concept. Both Lays and Pringles knew “Barbeque” the way the U.S. knows it, wouldn’t make sense in Europe, so they decided to rename the chip!

    Taking culture into consideration is vital when companies want to expand and market their product in other countries. Some products simply don’t translate. It is necessary to understand different markets and customer needs, or it could be a catastrophe. When embarking on an intercultural marketing campaign, it is essential that companies think about these scenarios. They may have to alter their product slightly, but it will translate more successfully. Though Lays and Pringles gave up the name “Barbeque,” they kept the idea of the chip and changed the name to the main ingredient in the chips, Paprika. Also, they had to note that “chips” in many countries are our “French fries,” and are instead referred to as “crisps.” Next on American shelves: the popular “ham” flavored chip from Spain, or the Mayonnaise Cheese flavored Pringles from Japan! Just kidding.

    Rachel Kaylor