Media Monitoring #10

“Airlines cannot refuse to fly differently-abled people: Govt”
Press trust of India | Business Standard
March 12, 2014

Summary: The government has come out with a new rule for air travel that states all airports and airlines are required to facilitate and assist the disabled by providing all the needs they need. They also require all workers go through proper training to learn how to assist them.

Relevance: Since this is a new rule that affects all airports and airlines, it is something important for Air Pacific to know because we will have to put in a request for training the workers. It is also a good idea to let the costumers know that we will be providing the needs of all costumers.


“Airline officials dodge water bottles”
MSN News
March 12, 2014

Summary: It has been 4 days since the plane from Malaysian Airline been missing and there is still no answer from the officials. Because of the lack of information, families are left angry and took it upon themselves to meet the officials and throw water bottles at them.

Relevance: It is events like this that is important to keep contacting and doing the best to communicate with your costumers and families. There is no right or easy way to handle a situation like this, but I do think that the Malaysian Airline officials are not trying hard enough to provide more information about the missing flight. Air Pacific will have to watch out and prepare ahead for situations like these.


“How to avoid annoying airline surcharges” By Kris Cleave
ABC 7 News
March 12, 2014

Summary: Many airlines are becoming more and more strict about enforcing the size limits on carry on bags. Some of these charges will go as high as $100. There are also changes in flight changes. The three major airlines increased the fee to $200.

Relevance: Because we are a smaller airline, this will be an advantage to us. We can release a statement or let our costumers know that there will be no annoying fees and therefore attract even more costumers.


“United Airline to Intro In-flight movie service starting in April exclusively for Apple Devices”
Patently Apple
March 12, 2014

Summary: Starting in April, Apple users will have the advantage of using their devices to choose over 150 movies and an estimate of 200 TV shows to choose from and watch them all free of charge. This will work through the United Airlines app.

Relevance: This is a new idea thats never really been around. So I think it is good for Air Pacific to stay alert about this idea and monitor whether it gets positive or negative feedback. From there we can choose if we want to adapt this concept or not.


“At long last, your company can advertise on airline barf bags” By Brad Tuttle
March 12, 2014

Summary: Sprint airlines is currently looking for sponsorships on flight attendants apron, windows and barf bags. This airline is not known for its class and is focused on the low fares. The CEO of the airline proudly calls his airline, “a dollar in the sky,” or a bus with wings.

Relevance: I have to admit that this is not such a bad idea. Although being known as a non classy airline might not be the best thing. It does however provide the company money for sponsorships so they could expand or improve themselves. It is a question of whether or not Air Pacific should also seek out sponsorships or stay classy.


Monday Readings: Chapter 3 and 12

There is so much manipulating and scheming in our society so I thought it was refreshing to hear that honesty and transparency is important to an industry like public relations. Chapter 3 also mentions the Public Relations Society of America (PRSA) and Public Relations Student Society of America (PRSSA). It was very informative about all the programs, seminars, and course they offer at PRSA. It is nice to know that the public relations community in America comes together to form this program to help each other develop the industry even better each year. I have heard of PRSSA and am aware of its chapter at Seattle University, but I was not aware that the program also included so many different things to help students net work and find internships to help develop their career. I hope to join the organization when I get the chance to and start stepping into the world of public relations, networking with executives and get more insight on what it is like to work at a firm. There are other organizations like the International Association of Business Communicators (IABC) and International Public Relations Association (IPRA) that is mainly focused on the international aspect of public relations. I think it is good that there are so many good organizations out there to help students step their foot into developing their career. The second half of the chapter focuses on the study of public relations and it mentions how continuing your education is important in this industry because it is always growing and changing.

Public relations, ethics, and the law all tie in together. It is important to keep your ethics and morals when practicing public relations because there are many details that tie into the industry. Lawsuits can be held when a company uses a picture of someone without their permission. There can also be situations where someone is held responsible because he is a coconspirator. This occurs when this person participates in an illegal action, counsels and guides the policy behind an illegal action, takes a major personal part in an illegal action and etc. There are also situations when an organization is held responsible for libel because they released made a  false accusation or statement or injures someone’s image. For this reason, it is important to watch the language being said and released in the public’s eye because a suit can be filed if the statement is false. In the public relations review article, it is suggested that, “Opinion statements be accompanied by the facts on which the opinions are based, statements of opinions be clearly labeled as such, and the context of the language surrounding the expression of opinion be reviewed for possible legal implications.” It is also important to remember what kind of information employees should and should not provide due to the right of privacy. Other issues regarding this topic includes the copyright of artwork, photography, and writing. It is important to give credit to the rightful owner of that work otherwise legal actions might take place as well. The same goes for trademarks. It is estimated that 90 percent of American corporations are dealing with lawsuits at any given time. Because there are so many grey areas and details to watch out for, it is essential to be extremely careful of what you say and release to the public at any given time.

Media Monitoring #9

“Bumped From a flight, app help fliers collect airline fees” By Harriet Baskas
Mar 5, 2014

Summary: Airhelp, a free app, helps fliers decide wether they are eligible for compensation when their flights are overbooked, canceled, or delayed. Because fliers often do not have any idea what to do when something goes wrong with their flight and airlines sometimes may not provide the best and fastest service, Airhelp will be able to provide information for fliers quickly through a few clicks in the free app.

Relevance: It is important for Air Pacific to provide quick and friendly customer service when flights are delayed, canceled, or overbooked. Because these are events that we cannot avoid, it is best to know what to do and decide what we are offering for our customers.


“Air travel this spring will take off, airline industry predicts” By Hugo Martin
Los Angeles Times Business
Mar 5, 2014,0,4251891.story#axzz2vH6wDERr

Summary: Because of the decline of fuel cost, the airline industry has experienced a health growth in 2013. An increase of 7.8 percent in revenue was reported, which is an estimate of $11.6 billion. The airline industry expects the industry to continue growing this spring.

Relevance: This news is just something that is important to hear and report for Air Pacific because we are an new airline that is launching during the Spring. Since the industry is experiencing such a good growth, it allows us to expand and take more risks as a new company.


“Healthy snacks and gluten free airline foods options coming to more carriers”
Huffington Post
Mar 4, 2014

Summary: Gluten free foods, greek yogurt, and artisan ice cream has become a recent trend in the airline foods options. United, American Airlines, Delta, and Air Canada have all adopted this idea of a healthier options for their fliers.

Relevance: Because we are flying to and from Los Angeles, it is important for Air Pacific to adopt this concept. The people of Los Angeles enjoy gluten-free and organic snacks and foods. So I think it would be a good idea for Air Pacific to take this idea even further and offer completely organic food for customers who prefer it.


“World’s best travel reward programs” By Katia Hetter
West Palm Beach News | CNN
Mar 5, 2014

Summary: American Airlines’ AAProgram has been voted the best airline affinity program by Flytalk members. Their executive platinum program offers eight free one-way upgrades systemwide upon qualification. United Airlines came in second as their club lounges in the US offers free food and beverages.

Relevance: It is important for Air Pacific to focus on developing a good rewards program because a lot of fliers rely on these programs for their flights. These reward programs can almost always guarantee a customer will always fly with our airline if they become a member.


“Top five global airline companies: performance, strategies, and competitive analysis”
PR Newswire | Digital Journal
Mar 6, 2014

Summary: The top five global airline companies have been announced by the Research and Markets. The top five airlines are: Deutsche Lufthansa AG, United Continental Holdings Inc., Delta Airlines Inc., Air France KLM, FedEx Corp. It was also announced that it is estimated that the industry will reach $767 billion by 2018.

Relevance: It is important to keep track of the companies that are doing the best so Air Pacific can learn from their history in order to develop and expand into a bigger, better airline. It would be a good idea to reach out to these companies and be on friendly terms with them because they might be able to help out and there might be possible business partnerships that can develop through these business friendships.

Monday Readings: Chapter 16

The public relations world is filled with meetings and events. It is vital to the audience because it lets them participate face to face. There are many factors that come into play while planning a meeting or an event. It is important to think about the location and the seating arrangement. Both of these have to be appropriate and be responsible for arranging it ahead of time. The facilities and invitations are also an important part of the planning process because depending on the different size of the meeting or event, there will be different equipment and announcement needed. If a big meeting or event is held, it might be necessary to provide greetings, name tags, and programs to help the event more organized. Planning an event held at a banquet will require more planning. Depending on the party, it is important to arrange meetings with catering managers to provide drinks, snacks, or even a full meal for the attending guests. All of these organization requires logistics, timing, and teamwork. It is essential to organize a timeline for the event for it to go smoothly; it is important that it begins and ends at a certain time. It is also important to establish what kind of event you are holding. A short cocktail party might not need as much of food or time as other events. In cocktail parties and receptions, it is also important to acknowledge that the focus is to allow people move freely and interact with each other. Conventions require a series of meetings and its purpose is to gather and exchange information with other people. Planning a convention will usually take months and planning a large convention will sometimes take years of planning. The main components in planning a convention is timing, location, facilities, exhibits, program, recreation, attendance, and administration. Trade shows are the ultimate marketing event. It is estimated that more than 6,000 trade shows are held in the United States each year and more than 100,000 attendees to those events. Even though food and entertainments expenses are high, most of the expenses are spent at the exhibit booths. It is important to design a booth for maximum visibility because according to experts, booths have about 10 seconds to attract a visitor as she walks down the trade show. A lot of organizations and companies believe that it is worth it to invest a booth at a trade show because it allows one-on-one communication with potential costumers and helps generate sale leads. It also attracts many journalists making it easier and more efficient to provide press materials. Organizations can also show how its product is different and better than their competitor making it easier and more cost effective than making sales calls. Promotional events are held to increase awareness and promote a product. For these events, it is important that it is different so it creates more interests from the attendees. It is not unusual for public relations person uses a celebrity to promote their product. It might not be the most creative solution to promote a product, but it does make the media more willing to cover the event and product.

Media Monitoring #8

“Delta to award frequent fliers bonus based on ticket price”
CNBC Online News
Feb 26, 2014

Summary: Delta Airlines has started a new system of giving bonuses to fliers who purchase more expensive tickets. This system is mainly focused on first and business class fliers. These bonus points will give the frequent fliers even more advantage when they fly with Delta.

Relevance: As this is a new system an airline is starting, it is good to look out and monitor how Delta’s customers are reacting to this change. If the outcomes are good, it would be a good idea for Air Pacific to adopt this system as well.


“American Airlines ends bereavement fares” By Katia Hetter
CNN Travel
Feb 27, 2014

Summary: American Airlines has released a statement that they will be putting an end to bereavement fares. Instead, they will offer changeable tickets for those who need it. Other airlines are still offering discounts for customers who are experiencing a family’s sudden death or illness.

Relevance: This would be a good time to announce the benefits Air Pacific is offering for customers suffering from a family’s death or illness. It is good to let reporters know what customers will gain from when they choose to fly with Air Pacific during these hard times.


“Alaska Airlines workers get annual bonus Wednesday” By Ben Miller
Puget Sound Business Journal
Feb 26, 2014

Summary: Alaska Airlines workers will be receiving bonuses worth up to 9 percent of their pay or more than five weeks pay for most workers.

Relevance: There have been a lot of news on raising worker’s pay. Air Pacific can announce officially on the wages and benefits we are offering to our workers.


“Tony Hsieh- backed startup airline adding Las Vegas flights” By Eli Segall
Vegas Inc
Feb 26, 2014

Summary: Surf Airlines, an all you can fly membership, plans on offering flights between Las Vegas to Southern California. They’re expecting things to go really well because an estimate of 40 million annual visitors from Southern California.

Relevance: Since Air Pacific is based in Los Angeles, we could adopt the same thing or work out a business partnership with Surf Airlines to offer costumers even more flights.


“Virgin Airline’s in-flight safety video pays homepage to cinema and the Oscars”
Huffington Post Travel | AFP
Feb 26, 2014

Summary: Virgin Airline plans on releasing another safety video, but this time it is an animated demo that pays homepage to classic films and genre. It will start on March 1st and continue on the 2nd, which is on the day of the Oscars.

Relevance: Virgin Airline has consistently been releasing new safety videos that caught people’s attention and made it to the news. Air Pacific should adopt this idea and release something unique and eye-catching to the customers so there will be more awareness built on the airline.

Monday Readings: Chapter 10 and 17

Chapter 10: Conflict management: Dealing with issues, risks, and crisis

The most important definition to remember is strategic conflict management. The book defines this as the processes influence the course of conflicts to the benefit of the organization and, when possible, to benefit of the organization’s many constituents. There are four main components included in this: Strategic, management, competition, and conflict. The role of public relations while managing conflict is reducing the conflict, sometimes there escalating the conflict, and other times lobbying are involved to win approval from the public and other opinion leaders. There is no one correct way to manage conflict. The key word the book emphasizes is that, “it depends.” It all depends on the situation and who or what is involved. There are different phases that regard the managing the life cycle of conflict. The first phase is the proactive phase, which includes activities and thought process that can prevent a conflict from arising or getting out of hand. Second is the strategic phase, then the reactive phase which reaches a critical level of impact on the organization then lastly is the recovery phase. The book then moves on to talking about crisis management. A crisis is described as, “a major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services or good name.” It is important to remember that it is better to respond quickly rather than slowly because slow responses allow others to fill it speculation and misinformation. There are many ways to handle a crisis: Attack the accuser, be in denial, respond with an excuse, justify itself, ingratiation, make a corrective action, or respond with a full apology. Crisis management is important because it deals with the organization or company’s reputation and it is important to restore the company’s image if they went through a crisis.

Chapter 17: Corporations

Nowadays it is essential for corporations and businesses to be honest with the public because of the extensive negative publicity in the past. Therefore the concept of corporate social responsibility (CSR) is on the priority list of company executives. The three main areas American businesses and their leaders need to adopt ethical principals, pursue transparency and disclosure, and make trust a fundamental precept of corporate governance. Customer service is a crucial part of developing a trustworthy relationship between the company and the costumer. It gives dissatisfied costumers the attention they need to complain about the goods or services. Another key component to keep the company heath and wealth at a good level is by communicating with shareholders and prospective investors. These are the investor relations and these individuals are the ones who get paid most in the public relations field because they are required to be extremely knowledgeable about the finance and regulations of the corporate stock, mergers, and etc. Another responsibility of the corporation is the environment. It is important for them to be pay attention and be concern of the environment and use sustainable resources. Many companies, like Shell, will submit annual reports on their corporate responsibility and work with environmental groups to clean and preserve the environment.

Media Monitoring #7

“Feds Issue Shoe-Bomb Advisory for US-bound planes”
By Jay Blackman, Jonathan Dienst, Pete Williams and Bob Windrem
NBC New York
Feb 19, 2014

Summary: Department of Homeland Security have notified all Airlines to pay extreme attention to international flights coming into the United States because of the potential attack of passenger jets using explosives in shoes. This threat is not related to the Winter Olympics which is going on right now.

Relevance: This is something that is super important and our airline should send out information or let journalists know how we would handle this information if we were an airline that is already launched. Customers will want to know exactly what is going on because it is regarding to their well-being and safety.


“Air China To be First Airline Equipped with GX Aviaiton for High-speed Global In-flight Wi-fi”
Wall Street Journal | PR News Wire
Feb 19, 2014

Summary: Air China will be the first airline to work with Honeywell and Inmarsat to test GX Ka-band connectivity solution to bring commercial airplanes better wi-fi connection making the passengers feel more at home or at work. They expect a 60 percent improvement for download speed.

Relevance: This is something Air Pacific must pay attention to. I am focusing on the frequent business flyers and it is really important that they have access to wi-fi at all times.


“Priceline Books Strong 4Q Beat on Hotel, Airline growth” By Matthew Rocco
Fox Business News
Fev 20, 2014

Summary: According to Priceline, an online travel search engine that helps costumers find cheaper flights and hotel accommodation, their net income has risen about $100 million and their revenue went up 29 percent in the past year.

Relevance: This is something that is important to airlines because we want to book our flights to its full capacity and to do that, we need to work with websites like Priceline. Not only will this fill the seats of our flights, but it will also get our name out there. And if our first time costumers enjoy their flight, they will want to fly with us again.


“Virgin America Introduces posh new first class food service”
E Turbo News
Feb 20, 2014

Summary: Virgin America introduces first class menu and service that will launch 0n Mar 4. They’re holding an event on Twitter where people can cast their votes as to which ice cream flavor they want to be served.

Relevance: This is important because we are slowly starting to see airlines are introducing new ways to update and make their airlines even better. This has to be considered when we launch our airline because we have to be able to compete with the old airlines. This topic also ties in with my Los Angeles based Air Pacific because frequent business travelers rarely have the time to sit down and enjoy a meal so it is important that we will offer full menu and service to them to make them feel more comfortable.


“American Airlines become second airline to bump workers’ wages — but JetBlue not budging yet”
By Kenneth Lovett
New York Daily News
Feb 21, 2014

Summary: As a part of the Daily News’ Fair Pay campaign, American Airlines will be boosting $1 for workers getting paid $9 an hour or less. They will also receive a raise to $10.10 early next year.

Relevance: This is an important matter because even though it is happening in New York, it is likely that it might happen in Los Angeles in the near future. To be supporting campaigns like this will make Air Pacific more friendly and customers will want to be flying with us instead of other airlines.

Monday Reading: Chapter 9, 18, 19

Chapter 9:

In chapter 9, public opinion is defined as the collective expression of opinion of many individuals bound into a group by common aims, aspirations, needs, and ideals. This is usually determined by an individual’s self-interest and there are many things that affect the outcome of one’s opinion, which will generally form the public opinion. The chapter also focuses on the leaders of the opinions. They generally have to be highly interested in a subject or issue, better informed on an issue than the average person, an avid consumer of the mass media, an early adopter of new ideas, and good organizers who has the ability to get others to take action. In these opinion leaders, there also contains different types of leaders: formal opinion leaders or power leaders and the informal opinion leaders, which contain someone who is considered role models and widely admired. A celebrity is a good example of an informal opinion leader. The chapter then moves on to talking about the role of mass media. This implies that information from a public relations source can be efficiently and rapidly disseminated to literally millions of people. There are different theories that explain how mass media is used by public relations to inform the public. First, there is the agenda-setting theory, which is the media content that sets the agenda for public discussion. The majority of the people who watch the morning news or read the headlines of the newspaper will talk about what they saw throughout the day. Second is the media-dependency theory, which is when the media comes in when the individual has absolutely no previous information concerning the subject or issue. The third theory is the framing theory, which is the long process of framing the history regarding a subject or issue. Lastly, there is the conflict theory, which is also known as the process of public discourse. An important part of public relations to remember is the power of persuasion. Whether it deals with negotiation, delivering a message, or finding research it is one of the dominant views of public relations. However, the power of persuasion should not be taken lightly. It is also essential to source credibility and pay attention to the audience analysis and feedback.

Chapter 18:

The American economy largely depends on the entertainment, sports, and tourist attractions. A publicist is a public relations practitioner working in the entertainment industry because it is usually his or her responsibility to get publicity for his organization or individual clients. To prepare for a personality campaign, one should first interview the client so they have the ability to answer detailed personal questions. Second, it’s important that the basic biography is prepared for the editor or producer to find quickly. Third, it’s essential that a marketing strategy is planned to determine the exact objective and what strategy and tactics will be used. And the last step is to conduct the campaign with news releases, photographs, public appearances, awards, and through websites and social media. In sports, it is important that a community relationship is established because the players are rarely from the local community. So in order to show good relationship with the community for ticket sales, many teams will do some charity work. In the tourist industry, the most important aspect is to promote the travel spots. The 3 steps of phases of travel promotion includes:

  1. Stimulating the public’s desire to visit a place.
  2. Arranging for the travelers to reach it.
  3. Making certain that visitors are comfortable, well treated, and entertained when they get there.

In the travel business, it is also important to get your company established through social media, especially through the Internet because it is an easy access for the customers. In order the appeal to the target audience, packaging and appeals to seniors are important.

Chapter 19:

Besides the entertainment, sports, and tourism, the government also often use public relations to help maintain the image of the government. The mission is to communicate with each other so the federal, state, and local government will maintain on a good foundation relationship. The federal government contains the white house. The president receives the most media attention than the rest of the government officials, therefore it is even more important to pay attention and monitor the feedback and his whereabouts. Public affairs deal with the government’s relationship at the local, state, national and international levels. It’s important that the public stays informed about the government so they can make reasonable decisions about electing the leaders who will be responsible for running and protecting our country. Another important matter that was mentioned in chapter 19 was lobbying. Lobbying is a term that means to inform and convince the public about the correctness of an organization’s viewpoint.

Media Monitoring #6

“Worst day of the winter for airlines and passengers” By Chris Isidore
CNN Money
Feb. 13th, 2014

Summary: The storm at the east coast has caused 71,000 flights to be canceled. Experts say that this year’s flight cancellations is the worse since 9/11’s terrorist attack. About 5.6 million passengers have been affected with flight cancellations and 42.8 million have been affected with flight delays.

Relevance: This is important for Air Pacific to know because we are a new company and do not have experience dealing with canceled and delayed flights due to the weather. Even though we are launching in March, there is still a high possibility that it will snow.


“Airline Passenger Group calls for transparency in American US Airways merger settlement with Justice Department”
PR Newswire | Digital Journal
Feb. 13th, 2014

Summary:, the largest airline passenger advocacy organization, has called the US Justice Department for the release of lobbying. They believe that the Obama Administration has the financial interest in higher airfares at the expense of the passengers. They also filed for a Freedom of Information request and was denied by the Department of Justice.

Relevance: I don’t think the news itself is too important, but I did not know about this organization. Since they are an organization that advocates the rights of passengers, I think it is important to be on a friendly relationship with them. Also, if Air Pacific does well or seem to do something that pleases them, there is the high possibility of Air Pacific being praised on their website, which will attract more costumers.


“Southwest Airlines finishes last in on-time arrivals” By Terry Maxon
Dallas News
Feb. 12th, 2014

Summary: According to US Department of Transportation, Southwest Airlines have come in last for on-time arrivals in the last four months of 2013. In December, only 57.7 percent of flights arrived on-time or within 14 minutes of scheduled arrival.

Relevance: Departing and arriving on-time for arrivals is something that passengers value very much for an airline. Since Air Pacific is trying to establish and make a name for itself, it is important to take note of this and be cautious.


“FlightStats 2013 Airline On-Time Performance Service Award Announced”
PR Web
Feb. 12th, 2014

Summary: FlightStats, Inc. is the leader in global flight and airport information services. They have announced the best of the best airline carriers of 2013. The North America airline winner is Alaska Airlines. Internationally, the winner is Japan Airlines.

Relevance: This is another major organization Air Pacific should be aware about. A praise or critic from FlightStats, Inc. might be able to raise awareness for Air Pacific. We can also study the top 10 North America Airlines and use them as a guide.


“Think twice before accepting that airline apology” By Christopher Elliott
USA Today
Feb 10, 2014

Summary: The article talks about the insincere apologies from airlines. Costumers are often emailed with half-hearted emails and gifted with gift cards, certificates or reward points.

Relevance: This article is important because it deals with the thoughts of the costumer service. Air Pacific has not yet established itself so it could be known as the airline that has excellent costumer service compared to other airlines. Instead of giving aggregated passengers gift cards and reward points, Air Pacific will actually look into the problem and do something about it.

Monday Readings: Chapters 11, 20, 21

Since the minority takes up about one third of the US population, understanding diversity is a basic part of the public relations skill. In the chapter, it states that by 2042 it is estimated that they will be the majority of the US population. One of the bigger group of minorities are the hispanics, who are estimated to take up 46 million of the US population and that number will continue to rise. Within the hispanics group, they represent 20 different nations and they each follow their own traditions, values, and beliefs. Research shows that older Hispanics prefer to have ads in Spanish while younger generations are more comfortable with English. Because of this, there are currently thousands of Spanish speaking social media outlets for the Hispanic population. The African American population does not necessarily have different groups within the population, they have a longer history with the US and English is considered their native language, black media are less extensive. However because of the history of the United States, it’s important to stay sensitive to the topic while trying maintaining a mutual understanding. In the text it states, “Asian Americans are the most affluent and well-educated minority group.” And because I am part of this group, I can say with full knowledge that it is because of the expectations we are held to within our household. Therefore two thirds of the adults have at least a bachelor’s degree and the median household income is $65,000. Just like the Hispanics, there are a lot of diversity within the Asian group. Because it is difficult to understand the different ethics of each group, Figueredo developed a concept to create a communications campaign for multicultural consumers:

1. Organize a team who understands the customs and values of different demographic groups.
2. Understand the cultural background for each consumers and how they will respond to the messages.
3. Remember that the diverse of the cultural backgrounds are loyal.
4. The the primary language of the audience.
5. Use a spokesperson that represent the audience.

While studying the consumers background and ethics, it is also important to consider the age group. The older generation will take in messages differently from the younger generation. Besides that, while developing a message for a product, it is also important to study the gender, different religious groups and their beliefs, the disability community and the gay and lesbian community.

Public relation in other nations have developed rapidly as well, reaching countries like China, Australia, Singapore, Japan, Mexico, Thailand, Russia, and many other countries. This is an important development for our nation because an estimate of one third of all US corporate profits are generated through international business. More importantly, because of the new communication technology that is available to us, it makes international communication easier. The biggest challenge in developing the international public relations is the language and cultural difference that will sometimes create a barrier. There are certain rules that apply to different cultures and as we represent a company we have to understand and remember the cultural differences that apply to each country. Many foreign corporations would retain counsel in the US. The reasons include:

1. To hold off protectionist moves that threaten their companies or industries.
2. To defeat legislation affecting the sale of their products.
3. To provide ongoing information on political, legal, and commercial developments in the US that could affect their business interests.
4. To support expansion of their markets in the US.
5. To deal with a crisis situation that threatens the financial health or reputations of their organizations.

After 9/11, big American corporations found it difficult to deal with public relations abroad because they are competing with other corporations abroad, the sustainable development, being boycotted by nations who might disagree with American policy, striving to act as good corporate citizens at the local and national levels. Because of the development of communication, more opportunities in international work are becoming available. Students who are fluent in a foreign language will have an advantage in obtaining oversees work. It also states in the chapter that students who are thinking about working as an international relations department need to make an early decision so they can take courses i international relations, global marketing, social and economic geography, and etc.

Chapter 21 focuses on the nonprofit, health and education side of public relations. Because there are so many nonprofit (or charities) organizations, they often compete for partners, members, and donations. Even though they are all for a good cause, there are just a limited amount of sources you can obtain. In public relations, there are many tactics to achieve the goals as an advocacy group. For example, lobbying, litigation, mass demonstration, boycotts, reconciliation and fund-raising. For a social service organization, communication is the key to success. Their messages usually include a sense of social purpose and the betterment of society as a whole. Some example of national organizations are Boy and Girl Scouts of America, YMCA, and the American Red Cross. For these organizations to achieve success, they must have a creative and unique group of public relations team because they will be responsible for the organization’s publicity, creation of events, use of services, creation of educational materials, and the newsletters. There are also Health organizations like hospitals and health agencies that require a health campaign to increase awareness for their company name. Colleges and Universities are also an important section of this chapter because educating is key for the future of our nation. The key publics for universities must include the faculty and staff, students, alumni and donors, the government, community, and future students.