NEW PR AND MARKETING THEORIES

AWARDS FOR CREATIVITY

MT STUDENT AWARD
(Win cash and gain international recognition) - students submit your essay here.
Prize
$500 US dollars, Wall Certificate, plus international recognition as a media theorist. All annual winners will have notice of their win issued to various media across the globe.

Strategy Consultants is offering its annual prestigious MT award to the most enlightening and topical essay submitted by a student. The essay must be focused on the public relations and marketing industry either in the locale, regionally or globally. It should be no more than 2000 words in length. To be eligible applicants must be attending a University or Further Education College. Applicants are also asked to attach a 500 word biography and if possible a colour photograph.
All essays submitted will be published on this website.


MT STUDENT AWARD ARTICLES

Sustainable Public Relations (SPR) - a gateway for development

Barbados is facing challenging times, announces a popular Barbadian afternoon radio talk show host. However, around us we can see 21st century man's icons of affluence. Take a drive around the island; one can continually see where tradition blends with this form of modernity. For example, along a palm-lined avenue covered with an array of exotic emerald foliage it is not unusual to discover a neat little chattel house where a satellite dish almost engulfs the roof.

It cannot be emphasized enough on the role that the media has to play in all of our lives. According to media theorists, it influences popular opinion, what we consume, our attire and even our behaviour.

The impact and opportunities presented by new media technologies (internet, local and global television access) within Barbadian communities has hitherto been unsurpassed, except by the automobile. As the global village creates enfranchised and disenfranchised peoples, the Barbadian community are no longer passive observers of media events. Communities or special interest groups have come to have expectations of corporate leadership. It is noteworthy to realize that businesses exist as the result of public approval.

How can companies utilize this unique opportunity to promote its products and services while serving a social responsibility to the very community that purchases its brands or services?

The most apparent way is via the substantial tax concessions afforded to multinationals, offshore sector and medium-sized businesses alike. Some of these revenues can easily be committed to further development and enhancement of the lives of communities in which they function. The spin-offs would be tremendous - possible investors would perceive affluence and continue to invest on a high level of return on investment. While communities would derive positive gains critical for quality of life, tourism and the environment.

It is important that the companies do not only have a visible presence at public relations events. Community leaders should not view the company and its executives as inaccessible. The CEO and his executives, in a mutually convenient venue, should hold regular meetings with community leaders in order to tackle real concerns. If this process of communication and feedback does not occur the sponsorships and donations received could be subliminally perceived as extremely insincere.

This philanthropic approach can be focused internally, acting as a corporate advocate, thereby boosting employee relations through social conscience.

These highly visible forms of community presence bring with them a sense of familiarity, integrity, a sense of trust, creating brand loyalty and heightened media awareness.

Better still from a corporate ROI viewpoint SPR's effects can be tracked whether a business is measuring its own or competitors' positions. It can be measured through qualitative studies such as focus groups, observations and executive-to-employee attitudes can be assessed. Other measuring tools such as quantities surveys via the mail, phone or Internet can also provide strong indicators in conjunction with media coverage and commentary.

"Sustainable Public Relations" (SPR). Its effects resonate from generation to generation. A perfect example of SPR at its best is the body shop chain of health stores www.the-body-shop.com or www.texacocheveron.com.



Research Documents
You can purchase the following research documents.

Chocolate Paste
CHOCOLATE FOCUS GROUP STUDY – BARBADOS
Study Background and Goals: This study focuses on confectionary chocolate in the form of a semi-solid ‘chocolate paste’. Focus groups were conducted to tap into the children’s reactions, attitudes and perceptions towards semi-solid chocolate paste.

Fashion Study
Sales preferences of consumers of clothing in Barbados.
The purpose of this study is to analyze and provide a profile of the sales patters and consumer habits of Barbadians clothing purchases.

AIDS Survey
A survey conducted island wide on the publics perception of HIV/AIDS, awareness (causes and prevention), attitude and behaviour. Interesting insights according to ethnicity, gender, profession and dwelling location.
 

SUCCESS STORIES
Caribbean Internet Networks
"AUDIO and VIDEO
streaming services"

Angel Music Network

"BETTER WEB DESIGN FOR LESS!"