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Hey guys,

I have a new blog! Right here at http://gisellert1987.wordpress.com/.

The names a little less interesting than this one but i’m hoping that the content speaks more about it! And I’ve had it for a little while now but forgot to inform you guys…. Sorry!

Hope you like it!

Bye!

x

Executive Summary

o ‘Bringing Beijing to BluePrint’ campaign began on the 9th of August 2008 to the 24th of August. The event was created as part of a PR strategy to provide a solution to the clubs financial problem by encouraging people to come in during the day.

o BluePrint Bars is a newly opened venue situation next to the Central Milton Keynes Train station.

o Sales revenues were not exceeding overhead costs thus action had to be taken.

o The campaign was very successful with a dramatic increase of 58% during the day and a pleasurable increase of 29.3% during club nights. Weekday nights are still a big problem that needs professional expertise to overcome the problem. However, the campaign still increased the number of customers by 11.5%.

o The overall buzz of mimicking the Olympic Games and supporting the British competitors at Blueprint slowly decreased as the games went on. Reasons for this could be;

§ Promotional activity decreased. As the bar got busier, less staff was available to hand out flyers and speak to people outside.

§ The idea of playing Wii sports and supporting the British in a bar becoming a normality – previous customers might have lost excitement in the idea

§ Customers might have preferred to support the British competitors at home by watching the games.

o The campaign was another small idea used to try and bring customers in but it was surprisingly successful. However, the number of customers that entered are still not enough to cover overheard costs and earn a profit

1. Introduction

The report is written by Giselle Tadman to evaluate the ‘Bringing Beijing to BluePrint’ campaign that began on the 9th of August 2008 to the 24th of August. The event was created as part of a PR strategy to provide a solution to the clubs financial problem by encouraging people to come in during the day.

1.1Problem

o Blueprint bar officially opened to the public on 20th June 2008 in Milton Keynes. The venue is a café/restaurant/bar during the days and a nightclub on Thursday, Friday and Saturday evenings. The opening night was successful with 250 guests entering the club. However, the following month and a half the bar failed to attract enough customers and was losing profit. Several employees were cut to cover losses. The main loss of income came from during the day, between 11am and 6pm. The average number of customers that came in during the day was 12 and 78 in the evenings with the exception of the weekends where the average was 130.

o Sales revenues were not exceeding overhead costs thus action had to be taken.

2. Facts

2.1. Results

o During the event data was collected by doing visual counts during the day from managers and bouncers in the evening using a small counting device.

o Number of customers were counted during the day

o Number of customers were counted in the evening

o Opening and closing hours differed depending on what day

o On Sundays, Mondays, Tuesdays and Wednesdays the bar was open from 11am till 12pm

o On Thursday, Fridays and Saturdays the bar was open from 11am to 4am



3.Analysis of factual material

3.1 Statistical analysis

o The average number of customers that entered between 8th August and 24th August 2008 during the evening – 87

o The average number of customers that entered between 8th August and 24th August 2008 during the day – 19

o The average number of customers that entered between 8th August and 24th August 2008, only on club nights was 168

3.2 Trend Analysis

o For customers entering in the evening, the graph shows the highest numbers were during the weekends.

o For customers entering during the day, the graph shows little variation throughout the week.

o BluePrint had the highest number of customers during the weekends – club nights.

o As the Olympic Games went on the number of customers entering decreased.

3.3 Comparing data prior ‘Bringing Beijing to Blue Print’ campaign

o Results show that the average number of customers BluePrint had between 8th August and 24th August 2008 during the evening increased by 11.5 %.

o Results show that the average number of customers that entered between 8th August and 24th August 2008 during the day increased by 58.3%.

o Results show that average number of customers that entered between 8th August and 24th August 2008, only on club nights increased by 29.3 %.

4. Evaluation

When looking at the numbers first hand, the improvements appear small. However, in terms of statistics the results show large increases in the number of customers coming in. Although the differences are small, for BluePrint bar they are significant as getting in customers is extremely difficult.

The campaign was very successful with a dramatic increase of 58% during the day and a pleasurable increase of 29.3% during club nights. Weekday nights are still a big problem that needs professional expertise to overcome the problem. However, the campaign still increased the number of customers by 11.5%.

Initially, people were very excited about the prospect of having the Wii Sports set up on the projector screen for everyone to play with. The idea of playing computer games, drink alcohol, support Britain and have a laugh was very appealing to people around the area, especially workers who wanted to relax straight after work or whilst during a break.

The overall buzz of mimicking the Olympic Games and supporting the British competitors at Blueprint slowly decreased as the games went on. Reasons for this could be;

o Promotional activity decreased. As the bar got busier, less staff was available to hand out flyers and speak to people outside.

o The idea of playing Wii sports and supporting the British in a bar became a normality – people might have lost excitement in the idea

o People might have preferred to support the British competitors at home by watching the games.

5. Recommendations’

The campaign was another small idea used to try and bring customers in but it was surprisingly successful. However, the number of customers that entered is still not enough to cover overheard costs and earn a profit. Several things are recommended;

o BluePrint should invest in professional PR help and use stronger tactics and strategies to promote the club.

o The location has posed a problem being far from the main location of nightclubs and bars. Thoughts should be made about what it can do to bring customers from he main nightclub area to its bar.

o It has a good vision for the club however with the current economical crisis an up-market exclusive bar would not go very far. To earn a profit, it should Re-brand to an adult and gay friendly bar as this seems to be the majority of customers. The bar appeals to this audience because it’s safer and less crowded around that area.

Media Analysis – RBS Ex- Chief’s Pension

For this portfolio piece, I am going to critically discuss and analyse the breaking news story of ex RBS Chief Sir Fred Goodwin and his pension. The discussion will centre on what angles the forms of media, I have chosen, take. Are they angry at the Government or The Royal Bank of Scotland? I have taken examples from different forms of media and will also describe how it and why it made the news.

Firstly, I will analyse why the story made news. It was announced on the 25th February 2008 that Sir Fred Goodwin would be receiving a £650,000 a year pension after he stepped down as the RBS CEO in November 2008. Prior to the story being published, RBS announced a possible record loss of 28 Billion and had been nationalised by the government after buying shares worth £20 billion resulting in the tax-payers owning 70% of the company.

It can be argued, that it is for these reasons, the news of his pension was breaking news. It was a controversial issue, causing uproar and anger amongst the government and people. It was thought amongst the majority, that he did not deserve the pension considering he brought the company into near death after purchasing the Dutch Bank ABN Amro and once again leaving the tax-payers to save the bank. The fact that the Government knew about the pension made it more controversial.

The story adheres to Galtung and Rouge’s Model of Selective Gatekeeping (1965) where by it fulfils several news factors that made it worthy to appear in the media. The news values that it fulfils are personality, continuity and cultural proximity/relevance. The stories also exemplify the news value of eliteness, of people and nation. It is the main reason it makes it so newsworthy along with the controversial issues placed upon it.

Now I am going to discuss how it was reported in the forms of media I have chosen.

The story made front page on the tabloid newspaper, The Herald because of familiarity and relevance. It is a Scottish newspaper and RBS is a Scottish bank. The link can be clearly seen. The newspaper is also obliged to report on the matter to serve the community. Seemingly taking a centre/right wing stance, here it appears that the newspaper is angry at Sir Fred Goodwin. The selection of quotes used suggests this with both of them commenting on how a man ruined a ‘proud’ bank.

It can be argued that the article has taken this angle because RBS was a treasure of Scotland, something the community was economically proud of and now they are angry at the man who has ruined its reputation, and may run the risk of bringing scrutiny to Scotland – with the tax-payers paying for University student loans and tuition fees however, the article has been written in more of a factual manner with the headline “RBS pays ex-chief Goodwin £650,000 pension” suggesting this.

The story also made front page on the Daily Mirror on the 27th of February 2008. The headline “OFF WITH HIS FRED”, immediately notifies the tone of anger and violence. An attack on this figure is about to be made and is evident in the article. Throughout the article negative language is used to portray its feelings towards the ex RBS CEO. Clearly the newspaper is very angry, almost furious at the man. With derogatory and negative words being used such as, “arrogant, greedy, defy, decline, and threatened”, being used.

It could be argued the reason for this was to give an interpretation of Sir Fred Goodwin’s personality. He was always known as being “Fred the Shred” for ruthlessly generating cost savings and efficiencies whilst at Clydesdale Bank. With the Daily Mirror being a left wing paper aimed towards the working people. It could be venting its anger on behalf of the people. Those are who really affected by Royal Bank of Scotland’s failure. Its share price fell from a peak £17 per share to a mere 44p in a year. Those who invested in the bank lost so much money. The people have a reason to be angry and Sir Fred Goodwin did not deserve the pension, are the views that are being interpreted.

The Guardian newspaper also printed the story front page and was reported in the Broadsheet because of its importance. It is a detailed account of the story and it written very factually with the content consisting of facts and figures. The reporter has taken the story and has investigated further showing different sides allowing each figure to have they’re say. From Sir Fred Goodwin claiming the government knew about the pension to the government denying it. It also includes sections of letters written between Lord Myners and the ex CEO. The article is very serious but quite objective at the same time.

It could be argued that it was written in this way because the guardian is an educational newspaper reporting on serious matters in the world. It is a favorite with students and business workers. It allows the reader to decide for themselves who to be angry at, possibly because of the newspapers liberal nature.

As with all breaking news, the TV is the first form of media to report on the story. This is why it was covered in the BBC as a news bulletin. As discussed previously, it is an important story concerning the public and fulfils several news values.

The news bulletin was edited in the form of a mini documentary of Sir Fred Goodwin. Giving a brief description of his history, what he has done and what’s happening with him now. It appears to be factual bulletin with the purpose of being objective and letting the public know of the story. It centres on whether he deserves the pension. However, on closer analysis, strong emotive words arse used such as “exclusive, huge and catastrophic”, to create an emotional response from the audience thus allowing the reporters subjective opinion to come through.

TV news purpose is to give all the information and report on the news and be not to be subjective. They have to be objective in the way they report the news. The tone and the way the news reporter speaks, connotates this. However, as discussed the language used veers away from the usual procedure. It is similar to the Guardian in that it allows the audience to form they’re own conclusion.

On the BBC online website, it has been reported from a political angle, writing an account of the government’s involvement in the story. It allows the opinions of other government parties to have they’re say and again, forces the reader to make a political decision on whom to be angry at.

The main reason for this approach is because it was published in the BBC website politics section therefore it has to focus largely on the politics side of the story.

To conclude, going through the analysis, all of the media I have chosen has perceived the story to be breaking news worthy. This is shown by placing them on the front page or putting the effort in to create a mini documentary.

In my opinion the story was news worthy and significant because I believe it was a ridiculous amount of money and unfair to be given to someone who, through his arrogance and overconfidence, let a business fall. With the consequence of making the hard working tax paying citizens, like myself, take the fall for him. He should have voluntarily given some of his money to help out the bank.

Though now, after reading my conclusion, I have come to think that although the forms of media appeared to be objective in the style It was written, some of he language suggest subjectivity and now I question whether the reason I believe the story is significant, is of my own opinion, or influence from the forms of media.

As one guy commented in the news bulletin “no one battered an eyelid when the company was doing well”. Maybe Sir Fred Goodwin deserved his pension after the hard work he did in significantly raising Royal Bank of Scotland’s profile to be one of the 5th largest banks in the world during its time of success. None have appeared to come from the angle of supporting Sir Fred Goodwin by giving a detailed account of his achievements which could have had the effect of influencing the audience to support his decision to keep his pension

References:

“The rise and fall of ‘Fred the Shred’ – Business Analysis & Features, Business”. The Independent. 2008-10-14. http://www.independent.co.uk/news/business/analysis-and-features/the-rise-and-fall-of-fred-the-shred-960336.html. Retrieved on 2009-02-27.

“Stand_off_over_sir-freds_pension – BBC online – politics.BBC. 27.08.09:
http://news.bbc.co.uk/1/hi/uk_politics/7912651.stm

Huge_pension_for_former_RBS_boss, 2008 [BBC News] BBC, BBC1, 25feb2009-04-23
Lyons, J.,2008.No shred of shame. Daily Mirror, 27feb09, p1.

Tinning, W.2008.RBS pays Ex-chief Goodwin £650,000 Pension. The herald, 26feb09, p1.

Treanor, J & Wintour, P.RBS Boss: Minister approved my pension and im keeping. The guardian, 27feb09, pg1a.

Good news to students! There’s some good things to come from the credit crunch, it seems it lowers our loan repayments! Weyyy.

Technically, If the interest rates of our student loan repayment is set at the rate of inflation, which currently is negative at 0.4 % then say £1000 was borrowed only £996 should have to be paid back.

I’ve been thinking this for a while and then came accross a money saving expert article and was pleased to find it agreed :-).

http://www.moneysavingexpert.com/latesttip/

Just thought i’d put a little positiveness into everyones stressful minds!

x x x

At first i thought Facebook was just another website where i could be nosy and pass the time by in moments of extreme boredom. Now however, I’m starting to see the light. In the last couple of weeks relatives i have forgotten about have added me and I’ve been talking to them regularly since. I haven’t spoken to them since i was 12!

I think Facebook is a great communication tool. With features such as ‘comment’, ‘like’ and facebook chat. It really helps to make us feel closer and more involved with the other person.

I don’t know if I’m being overly emotional or sentimental but i feel a lot closer to my family now since I’ve interacted with them through facebook.

I also quite like the creation of twitter. Reading celebrities posts makes me realise that they’re just like us normal people. The media fabricate this image of celebrities that make them viewed as the elite and untouchable. So before when i thought of say Brad Pitt, i imagined him doing something really glamorous all the time when in reality he does normal stuff such as change stinky nappies and play with his children.

As silly as it sounds, i also like the idea of being connected to really important people lol. Obama requested to follow me the other day, that was an honour! lol.

Still, i wont be logging onto it every second of the day. There is work to be done! Portfolio’s, presentations, exams, ahhhhhhhhh!

Hey again!

I really am terrible at blogging! For someone who likes keep things to myself this is proving extremely difficult to remember and to commit to entering entries into my blog.

After my announcement of my dedication to PR I’ve let myself down with this. Maybe this reflects my dedication to PR? I’d like to think it doesn’t. I barely share things with my closest friends let alone the world! But its something i clearly have to work on if i am going to utilize blogging effectively.

Things have been stressful the last 6 months. Infact, since I’ve started university its been stressful. Not because of the copious amounts of work that this course entails but university lifestyle that I’ve become bored of (This should have been my final year). I’m frustrated and keen to move onto tho real working adult world! To me, the fact that I’ve persisted through the really low times and stayed in Leeds despite many thoughts to move and change shows my commitment and dedication PR.

At the moment its the end of March and deadlines are coming up! Ahhh. Anyhow, On a positive note and enough of the babbling, its only a month and half away till we finish for the year! 🙂 yayy.

From here till then i will try and post regularly. First step, putting a bookmark of my blog on my explorer so i can see it every time i go on. Lets see if that works!

Bye for now! x x

Hi all!

Its been a hectic couple of weeks following up to Christmas but its been great! Strangely…

After the little downturn around in November things got better and I’ve learnt that its people not Public relations that try to get you down. I thought that If in 10 years time i was sitting at home with a job i was unhappy with because i let a couple of immature students prevent me from getting the career that i want, i would laugh and cry. I would laugh because every where you go there will always be people like that. I’ve just learnt from this situation to hold my head up high and do what ever it takes to succeed with dignity!

So PR is 110 % the career i want to get into.

Also, a litle note to add. Happy xmas and New year to all! Im heading off home tomorrow! 🙂 Cant wait!

x x x x x x x x

Do i still want to work In PR is a huge question that has been raised during the first semester.

Public relations is renowned for its competitive edge and extreme bitchiness.  Whilst studying public relations i’ve witnessed much of this.

As i came into my second year, i was determined to do well and succeed and do what ever it takes to reach my goals. This resulted in a change in myself, i was becoming more competitive against people, looking for flaws in how i could be better than them and ‘bitching’ back at those bitches who bitched at me (you know who you are!). Eventually, i realised i was becoming someone i didnt want to be.

Does reaching my goals mean i have to sacrifice my morals and values?  There are many ethical questions surrounding public relations and if being in the industry changes people for the worst, than is it worth it?

Yes, the competitive edge is exciting and its a huge buzz when i achieve something but I value my beliefs more than i do money and success.  This is something i seriously have to consider especially when it comes to choosing my placement and the sector i want to work in. I hope that i can find something that doesn’t conflict with my morals!

I am still going work hard but make sure keep myself in check in the process! 🙂

Wow, 3 months into the 2nd year and its been mad!

Maybe its because im a constant worrier and feel like there is always something to do but this year has been non-stop. Along with the portfolio pieces there are harder coursework pieces to do and more. The stress is on!

I had to go home for the weekend just gone because the stress was really getting to me.  Im back much more relaxed now and finally giving attention to my blog!

On another matter, I’m very sad and anagry to hear about what happend to baby p. How did the social services become so neglectful that they were ignorant to such torture?

I think its time for serious scrutiny on the social services department. In my experience, nobody decidea to take the first step to solving the problem until the problem is at its worst.  The governemt seriously need to revise its policys on this matter. Its disgusting!

Hi! Sorry for the long silence in posts……AGAIN! This month has gone so fast i’ve barely had time to sit back and relax.

The main focuss of this month has been the dreaded portfolio (im sure other PR students are also running around mad because of it). 

Thankfully, my work experience placement with Trimedia has been extremely helpful. I have managed to complete all my pieces needed and also get very valuable experience within PR. I reccomend to anyone to undertake as many work experience placements as you can.

Anyhow, as time is short, this was just a quick hello and goodbye……..Time to get back to work!

Adios!