Verizon Diversifies Its Market Presence To Latina and Hispanic Communities
September 8, 2008
Cultural diversification in the workplace community is an exciting issue for businesses as it helps the business in developing a more personal touch. Businesses that have a strong cultural diversification department and systems in place to ensure fairness are more apt to enjoy long-term business success. Many companies who reach out to its customer base are offering products or services to enhance their existing revenue base. However, companies like Verizon make measureable goals to reach customers through their human resources by employing people of varying cultures, backgrounds and racial groups.
Just recently, Verizon made headline news because of their committment to racial and ethnic diversity in their hiring practices. Because of this, Verizon has been listed as one of several businesses who stand out in making a difference in ethnic and diverse corporate communities.
Hispanic Business Magazine, for the fourth consecutive year, has named Verizon to the Top 15 of its Diversity Elite 60, an annual list determined by more than 30 variables that measure companies’ commitments to Hispanic hiring, promotion, marketing, philanthropy and supplier diversity.
What is notable about Verizon is their committment to corporate diversity and their focus in hiring varying racial and gender specific people, in an effort to show that they are in fact culturally aware.
At Verizon, women and people of color constitute nearly 60 percent of the workforce and 44 percent of the company’s top management team. Partnerships with colleges and universities, as well as with professional and community-based organizations, serve as the cornerstone of Verizon’s recruitment strategy.
Companies who are naturally focused on diversity within their business are noticed almost immediately by consumers who want to do business with companies that are considered “politically correct.” In other words, companies that take an interest in subjects that are perhaps not as mainstream as other topics are more likely to affect certain segments of the population and garner a share of that business. In Verizon’s case, because they are culturally diversified in their hiring practices, consumers notice and take note of this and often choose to do business with them based solely on that reason.
What else besides increased business can companies gain by being culturally sensitive? How does being diverse in hiring practices affect the mainstream? Do you think people automatically support diverse hiring practices or lean favorably towards those that do?
Press Releases:
http://newscenter.verizon.com/press-releases/verizon/2008/verizon-ranked-among-best.html
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5 Blogging Mistakes Made By Corporate Media Blogs
September 7, 2008
Corporate blogs are all the rage these days. Major corporations are finding that maintaining corporate blogs are a valuable and effective marketing tool for corporations. However, even in the frenzy and flurry of escalating their blogs to the top of the list, corporate media blogs can often fail to tweak areas that need attention or perhaps even elimination. The mechanics of blogging require an observance of many nuances, a few to include a connection with readers, substantive content and being on point in the content. With a myriad of factors for a corporate media blog to consider, which can often be even worrisome, it is impreative that the blog establishes itself firmly in its respective business industry and sets the tone for it to be perceived as authorities on their blog topic. With that, why then do some blogs struggle to maintain an effective corporate blog presence? Following is a list of 5 major mistakes that corporate media blogs make that could potentially hinder and almost halt their growth:
1. No clear idea of what the blog is about.
Blogs that have topics, ideas and subjects that are all across the board are confusing and discouraging to its readers, if they manage to keep any. Although the About Us page of the blog should be sufficient enough for readers to understand what the blog’s topic is about, more often corporate blogs may find themselves touching on a myriad of topics that relate to the corporation, but no clear cut angle on what the blog itself is focusing on. More than simply filling out the About Us page, corporate blogs shouls make a point to convey their mission and objective to their readers in a way that dismisses any fog on what their focus is.
2. Failure to really “connect” with the readers.
Corporate blogs have a reputation sometimes for being “stale” or “dry.” This can happen with corporate blogs when they have a talk at them approach rather than a talk to them approach. Readers know the difference and can take offense to it, rightfully so. Connecting with your blog audience is defined by really listening to and interacting with the blog readers.
3. Not inviting or encouraging comments from readers.
Media blogs give opinions and slants on news and information from their perspective. But, the corporate’s opinion is not the only one there is. The reader’s have a very lively opinion on particular topics, and many of them very passionate in their opinions. When you invite readers to share their thoughts in a professional, non-threatening matter, you are encouraging readers subscriptions through participation. This can turn into referrals, RSS feeds subscribers, forum activity and repeat readers.
4. Being ”stuck” in a topic or subject.
Like #1 states, yes, a blog should be focused on a particular subject or topic. However, a blog can pigeon-hole itself and become mundane if it failes to excite or motivate the readers. It can motivate readers by periodically straying from the main topic of discussion. In other words, it is sometimes beneficial and highly encouraged for blogs to shake things up a bit by blogging on topics outside or parallel to its main focus. This doesn’t mean that your blog has dual personalities, but that it is in fact attuned to changes outside of its own world and has the ability to draw in readers based on this.
5. Having a “one blog” voice.
The CEO is quite special, but there are others within the corporation who have a voice as well. Many corporate blogs make this mistake of only letting the executive team blog and overlooking the everyday employee who has something to share. This is where there is a plethora of good information. Consider allowing senior team leaders or stellar employees have a guest blogging spot or even a feauture page (perhaps) on the blog. Then, sit back and watch the blog develop a life of its own…
What are some things that your corporate blog does that you’d like to change? What can you do to make your media blog more effective for your company?
Other blogs on blogging mistakes:
Will A Media Hostage Situation Make Sarah Palin Talk?
September 5, 2008
Political talk around the blog-o-sphere has seen some pretty heated discussions in the last week or so with much of it centering around the United States Republican’s presidential nominee - Sarah Palin. With such a controversial figure, her personal life, her opinions, candor, politics and family have all been called into question by the media. Much of the wonder has been on:
1. What are her thoughts on foreign policy?
2. How will she juggle family responsibilities and the vice-presidential role, if elected?
3. What are her real qualifications for this office?
4. Why won’t she schedule an interview with the press or any other news media outlet?
The last question is the clincher that has got more news shows, talk shows and blogs fired up on just why this candidate won’t talk to the media. During her speech on the other night, she gave some rather flippant remarks about Obama/Biden and poked fun at them for their politics and experience. She wowed the crowd, made them laugh, cry, boo and scream. There were a myraid of emotions to be seen at the Republican National Convention as they embrace Sarah Palin as their new rock star. But, how long can she keep her rock-star status if she doesn’t face the media and start answering some tough questions?
As most people, entertainers and politicians alike, have realized is that the media is very powerful. Not necessarily accurate generally, but very, very powerful. The media can portray an individual and/or slant news stories and opinions in any fashion they choose, and often there isn’t anything the person can do about it. While no this is not fair nor is considered good journalism, the fact remains that the media can and does perform like this, and often. However, John McCain and Sarah Palin don’t seem to be overly concerned about this possibility and are content on doing things their way as it relates to the media, until they feel like they’re ready to give the media what it is they want. But will it be too little, too late?
What would happen if the media decided to hold their campaign hostage until they decided to talk to them? Where would that place the campaign’s and the election’s fate? All the media wants is for Governor Palin to address various issues as it relates to her office as Vice-President and how she plans to handle certain hot-button issues. Although the media feels as if they are not asking for too much, the Republicans are simply not in any hurry to oblige them. Perhaps refusing to give them any attention, negative or positive, will be enough to draw them out and beg to be inereviewed or even asked questions.
With the power that the media wields, it perhaps would be in Madame Governor’s best interest to at least play nice with the media. With so much negativity and questions surrounding this newcomer-candidate, she needs all of the help she can get. Even if it does come with a ransom note that reads:
“Talk to us or your campaign dies!”
Hollywood Politics: Don’t Let Your Business Get “Hyped”
September 1, 2008
After a somewhat shocking political announcement on Friday morning of John McCain’s pick as his Vice-Presidential running mate, there was a flurry of blog posts and comments on the Internet with folks wondering what could Mr. McCain perhaps have been thinking when he selected Mrs. Palin. When Mr. McCain made his history-changing announcement, there were mixed reactions among the audience members. Perhaps what was most shocking was that his candidate was a female and a very young female for the political crowd. Although the announcement was to a group that consisted of Republicans, one could not help but notice that the crowd seemed ambivalent as McCain introduced Sarah Palin. There have been mixed, debatable commentaries online and offline about the young, Caucasian female who walked onto the stage, planked with her husband and four of her five children, one of which is a four month old infant with Down’s syndrome. Can she really help run the country?
When the Republican party made this announcement the other morning, some speculated whether or not it was a ploy to split the vote for the Democrats, attract displaced voters from Hillary Clinton’s campaign or just simply a political move to win a race. An announcement shocking at best, but when announcements like these are made, what are the intentions or the motives of the person making them? Are they interested simply in shock value or are they really trying to make a statement? Do they care what fallout results from their decisions or are they thinking about what effects this will have on their image in the short-term sphere of circumstances?
Companies who aim for shock value in their media relations campaign are only interested in short-term effects and immediate results. This type of media relations only attract and hold the attention of consumers and citizens who want instant gratification. Often, they don’t realize that a situation may be magnified for only their benefit and in an attempt to “wow” them, and the company will often go to great lengths to do so. However, after the energy has subsided and the facts are analyzed, most often what remains is an unflattering disappointment involving shaded, questionable facts and a few buzz words. Such was the case with John McCain’s announcement with Sarah Palin. John McCain made a decision involving a questionable candidate and shrouded it in the fact of his candidate being an anti-abortion, female mother of five who has experience in energy-subsidizing and whose son just joined the military. Per Mr. McCain, these are all good reasons why we should vote Republican on November 4th.
Avoiding political issues that cause eyebrows to raise are like avoiding getting caught in the rain; sometimes, it just happens. But for companies to successfully minimize issues that speak to their ability to make sound decisions, they must carefully analyze reasons for making certain decisions. They must also look the results that these decisions will have on their media image and if it will remain a part of their image for the future. If an organization doesn’t handle their image relations carefully from the onset, they are in danger of narrowly placing themselves into an image that can be detrimental to their company and ultimately to their bottom line. Consumers want to have a type of ‘buying faith’ in companies that they spend their money with and base their loyalties on. They want confidence in the product and in the corporation. It’s advantageous for these organizations to convince consumers that they are worthy of their loyalties and their business. It takes a while for businesses to establish this with customers, so steady wins the race. Success will come after a while and small periods of customer satisfaction. Don’t just tell the customer what you think they want to hear. Make promises believable and something the company can actually accomplish. Customers are watching and tabs are being taken. It’s best to save save the shock value for the Hollywood crowd.
Using Social Networking to Make a Positive Media Relations Impact
August 29, 2008
Social networking is a form of marketing that is used by large and small companies, individuals and businesses and is often highly profitable, depending on what circles it’s in. Although you will hear many companies and bloggers tout the varied benefits of social networking, there are heavey responsibilities that come with social networking. Blogger accountability and company responsibility are only a couple of factors that contribute to the image that the blog has on media relations and networks. Online accountability, customer interaction and marketing follow-up are other factors that help determine what resonate with bloggers and what audiences want to read on the blog.
A few weeks back, the case of a Twitter account that was masked or hijacked caused quite a stir in the media and had folks talking about corporate responsibility and negative impact. It involved the case of the Exxon Mobile company and a blogger who had assumed an identity as one of their corporate bloggers. There were some things that were shared on Twitter that were misleading and damaging, but also reflected negatively on the ability of Exxon to manage their systems. They (Exxon) were held responsible for the actions of this blogger as people wondered just how this blogger was able to get away with as much as she did in a limited amount of time.
Corporate blogs are written and maintained generally by corporate employees. Organizations choose individuals who have strong writing skills and a personality that connects with the audience, giving them the ability to transfer their message adeptly to the blog readers. Because corporate bloggers have these special skills, they also know the importance and power of developing a solid social networking circle in the best interest of traffic to their blogs. They know those who frequent the blog, those who are controversial, those who are their peers and those who are their enemies. Therefore, it would stand to reason that if a corporate blogger has a relationship with its readers, there are likely to be less instances where the blogger or the company aren’t aware of what’s going on with their blogs. So, how in the world can an Exxon blogger hijacker take over a Twitter blog without people really knowing what’s going on?
In order to minimize situations like what happened to Exxon, have your corporate blog identity rooted in exceptional communication and customer service. As for the blogger that maintains the blog, make sure that they establish themselves as an anchor for the company, spouts the company’s message loudly and that his or her voice in inexplicably tied to the mission and objective of your corporation. Also, ensure that the blogger knows the message well and aligns with it. Too often, blogger blog simply to blog. Ensure that your corporate blogger has passion, continuity, believability and connection. Your message is too valuable to get lost in transmission.
What has your corporation done to ensure the integrity of your blog? What are some things you can do as a blogger to avoid the Exxon situation from happening to you?