Strategic philanthropy is defined as the long-term socially responsible contribution of dollars, volunteers, products and expertise to a cause aligned with the strategic business goals of an organization.

One example of this would be Home Depot. Home Depot employees and volunteers use materials from their stores to build homes for Habitat for Humanity. This is strategic philanthropy giving because it is a long-term cause that uses their own supplies to help the cause. The cause helps Home Depot because it gets out the word that Home Depot is a helpful organization that uses their own money to help others in need.

One example of an organization that uses philanthropy, but not strategic is Exxon/Mobile. The corporate logo features a Tiger, and the company donates large sums to help protect tigers and their environment. This is considered philanthropy because it is donating to a cause. However, it is not strategic cause it exactly volunteering for the cause and it is not exactly a goal for the company. This organization does their business in oil, not wildlife, the two are not related.

Another example of an organization that uses strategic philanthropy would be Starbucks. Starbucks is one of the most charitable organizations in existence right now. They have donated money to RED (AIDS treatment), and even countries where they get their coffee from. The latter is an example of strategic philanthropy because it is a long term cause that will help the organization in the future.

Home Depot Foundation Award of Excellence Video.

Credit to HFHSL on youtube.

E-mail

The most important online tool that will help an organization is E-mail. E-mail will spread messages out online very quickly and will let the workers know what is happening within an organization. It is also a major source for information. However, there have been problems with response time and many people do not use filters on inboxes. If these problems are fixed, E-mail will become very useful.

Search Engine Optimization

The next important tool that an organization should use is SEO (Search Engine Optimization). Organizations will use search engines to spread their websites or information to people who use products like Google. SEO involves multiple strategies for moving an organization’s web pages to the top search results in search engines. These tactics are used to rank an organization higher in search engines.

Social Media Optimization

Next comes social media optimization. Social Media Optimization is the method of social media activity with the intent of attracting unique visitors to website content. SMO is one of two online methods of website optimization. With social media booming right now, this is probably one of the most important tools an organization can use to spread its message.

RSS

The fourth online tool is RSS (really simple syndication). Users will opt-in to RSS feeds from websites. Whenever the site is updated, the subscribers automatically receive the new content in their feed readers so someone will not have to check the website for updates. Most Internet users prefer this tool.

Wikis

The last online tool that an organization can use is Wikis. Wikipedia is a giant online tool that is used to find information. Wikis can be great for collaboration because multiple people can edit or write a story at one time from different locations. Also, most allow the wiki administrator to see and track every edit that is made.

With all of these online tools, an organization will be able to get its message to its publics at a rapid pace. People who work with public relations need these tools to help broaden their product.


First, the Agenda-Setting Hypothesis is when the media does not tell publics what to think, but what to think about. This is related to the fact that the media doesn’t try to persuade its audiences or publics to think one way or another, but most media outlets carry the same top stories, thus, the audience is led to consider what is most important, no matter where the audience looks for information. This theory has other components, including:

• Media agenda are issues discussed in the media, such as newspapers, television, and radio.

• Public agenda are issues discussed and personally about members of the public.

• Policy agenda are issues that policy makers consider important, such as legislators.

• Corporate agenda are issues that big business and corporations consider important, including organizations.

Uses and Gratifications Theory is the only communication theory model that grants power to the individual audience members. The audience chooses which messages will be received and acted upon, and the audience also has an influence on the media. The main difference is that publics dependency on media proves audience goals to be the origin of the dependency while the uses and gratifications approach focuses more on audience needs.

The two theories are very similar. In both theories, the audience or publics decide which message they will receive. However, how the publics will receive the message will differ depending on what theory is used in this situation. It seems that both theories and the audience of each theory will influence each other. It publics choose the news they want, they will influence the media (Uses and Gratification), while whatever the media puts out will influence publics to consider information (Agenda-Setting).

PR practitioners could use the Uses and Gratification Theory to compete against other information sources for the publics gratification. For the Agenda-Setting Hypothesis, PR practitioners can be used in political advertising, political campaigns and debates, business news and corporate reputation, business influence on federal policy, legal systems, trials, role of groups, audience control, public opinion, and public relations. They would control the main message, and therefore persuade the public.

Public relations should always be more important than marketing and advertising. PR is the values-driven management of relationships between an organization and the public’s that can affect its success. An organization always want to keep a good relationship with publics. Public relations can also be used to build an understanding with employees, customers, investors, voters, and publics. Another example of PR would be lobbying. Lobby groups are established to influence government policy, corporate policy, or public opinion. In PR, organizations will also have people to spin, or persuade public opinion in favor or against a certain organization or public figure. Many organizations will also use a meet and greet as a method of introducing two or more parties to each other in a comfortable setting.

Marketing is the process by which companies advertise products or services to potential customers. It is always important for people to buy the product. How else would an organization get money without sales? Marketing focuses on building and keep good relations with consumers and other organizations.

Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. Advertising usually costs a lot of money for an organization. Companies use advertising to get more people to buy or use their products.  It is propaganda. Advertising can be on any medium as well. For example television, radio, internet and billboards. Some organizations may want to put advertising first so they can get more people to buy their product.

When it comes down to how these three should rank within an organization, public relations should always be number one. You always need to have a good connection with publics. If the public does not trust an organization, marketing and advertising will always fail. I believe marketing should be ranked second. Marketing sets companies with possible connections with publics in order to advertise. This puts advertising third. Advertising is still very important to an organization. Organizations would not make any money if people did not buy their product, so they spend money in order to put the product in the public’s eye. Without marketing, an organization could be advertising to the wrong group, and thus loosing potential buyers of the product. However the key is to always put PR first. An organization needs to keep a good relationship with publics.

Credit to JerrySilfwer.