Archive for December 2008

My Social Media Policy

December 4, 2008

1. Connecting: Introduce yourself and tell me why you want to connect

Personally, I would like an introduction from new followers within social media. Most of the time, when I have been connecting with people from different social media websites, I have not actually met these people face-to-face so having an introduction would be extremely helpful. This introduction would inform me of their name, what they do, and what company or corporation they work for. Having individuals state why they would like to connect with me would also be helpful even if there is not a particular reason why.

2. Follow, add, friend: How to handle your friends in social media

My procedure on friending can depend on the social media outlet. For example, on Twitter I have the followers that I follow on a regular basis but at time I notice that individuals following me are sometimes greater than the number of people I am following. Every so often, I look at this number and review the list of people I have following me. At this time, I see people who are following me that I don’t personally know and I decide if I want to follow them in return. If they have an interest in my major (public relations) or have similarities with me, then I follow them. You can always stop following people that you are not interested in if you chose to do so.

3. Privacy, boundaries and safety: Better safe than sorry

I am certain boundaries depending on the individual and the social network. For example, on facebook, my profile is set to private. No one can view my profile unless I am friends with them. I recently went through my facebook and deleted individuals that I did not know. Because I had never done this before, I found a lot of people that I did not actually know and never conversed with. After doing that, I knew that the people I had on my friends list were only people that I was close with. If I get a friend request from people that I don’t want them to see my whole profile, I put certain privacy settings in place. For example, I had a mom of a friend of mine ask me to be her friend and I accepted but I made it possible for her to not look at my wall posts or pictures for my own personal reasons.

4. Signal to noise: Pretty easy going

I honestly don’t have strong feelings about frequent updates on individuals status or tweets. If I am uninterested I can either ignore their posts or choose not to follow them. Usually, if there is a specific function going on, I know and understand there will a lot of messages distributed on this topic. I either skim through the messages if I have an interest, or simply ignore them.

5. Personal data and sharing: Who I want to connect with

I want to connect with people that I have similar interests with. I enjoy being connected to my friends so I can talk to them through social networks, mostly because of the convince. On a professional level, I am interesting in connecting to people who share the same goals as me. Students close to graduation majoring in Communication or Public Relations and have hopes of getting a job after school. I also like to connect with professionals in the workforce already. They have a unique view of the industry and can provide me with helpful hints on what to expect and what situations I may be presented with.

6. My networking needs and uses: Facebook, LinkedIn, and Twitter

My use on different social networks changes dramatically depending on the website. I use facebook strictly for my friends. I talk to my friends, upload pictures, and just have personal fun on this site. I do not use facebook for any professional or academic reasons. To me, Twitter is a mix between personal and professional use. I have some friends on Twitter that I converse with and other people that I am connected with on a professional level. These are PR professionals that can offer me a view into public relations. Linked In is a site that I only use for professional reasons. I put my work experience on this website and connect with people that are in the work force and are strictly professionals.

7. Picture Policy: Be Professional

One piece of advice I have to offer pertains to your profile picture. First, Don’t ever put private pictures on the internet if you don’t want people to see them. They will end up seeing them. Also, make your picture appropriate to the social media website. For facebook, because I use this for my friends, it is appropriate to have a picture of me and my girlfriends as my profile picture. But that picture would not be appropriate to use on LinkedIn or Twitter because those sites I use more for a professional atmosphere.

8. Be Aware: Keep an eye on what other people do

Although you can’t always control what other people do on social networking sites, it won’t hurt to keep watch on it. Especially on facebook, you do not have control over what certain people post of your wall or even pictures they upload with you in them. If you keep a conscious effort to look at what other people are uploading, this can help you. You may have time to delete inappropriate comments or delete pictures that you do not want associated with your specific page.


Comparing a News Release to a News Story

December 1, 2008

This is the news release

SEATTLE; May 7, 2007 – Starbucks Coffee Company (Nasdaq: SBUX) today announces that by the end of 2007, Starbucks will eliminate the use of artificial trans fats in food and beverages in all stores in the continental U.S., Alaska and Canada.

“No longer using artificial trans fats in products sold in our stores allows us to take out ingredients like partially hydrogenated oils that have no health benefit, while retaining high quality and great tasting natural ingredients,” said Denny Marie Post, svp of Global Food and Beverage for Starbucks. “Customers will always have a wide variety of choices at Starbucks to fit their needs and what they desire. While some products will have small amounts of naturally occurring trans fats from quality ingredients like butter, every choice will be free of artificial trans fat ingredients.”

As part of our work on trans fats, Starbucks reached out to several recognized health and nutrition experts to get their opinions and thoughts on the best approach to take toward this important health issue.

“This is a great idea because the scientific evidence indicates that industrial trans fats are more harmful than any other type of fat and can be removed from foods – it’s a win-win situation,” said Dr. Dariush Mozaffarian, MD, DrPH, Assistant Professor of Medicine and Epidemiology at Harvard Medical School and Harvard School of Public Health.

By the end of this year, Starbucks plans to stop using artificial trans fats in food and beverages in all company-operated and licensed stores in the continental U.S., Alaska and Canada. Once we’ve completed this work, every item in these stores – whether it’s a new product introduction or an old favorite – will be made without any artificial trans fat. Work is also underway to begin the removal of artificial trans fats from products in markets outside North America.

Product nutrition information is available online at

About Starbucks

Starbucks Coffee Company provides an uplifting experience that enriches people’s lives one moment, one human being, one extraordinary cup of coffee at a time. To share in the experience, visit

Contact Information:

Brandon Borrman

Starbucks Coffee Company

(206) 318-7100

This is how the news story appeared in the paper

Starbucks to rid products of artificial trans fats

Java giant will only use naturally occurring fats, like butter, whipped cream

SEATTLE – Starbucks Corp. announced Monday that it will cut artificial trans fats out of food and drinks in its stores in the continental United States, Alaska and Canada by the end of the year.

The coffee retailer isn’t about to quit selling its whipped cream-topped Frappuccino shakes or rich baked sweets, but said it will only use ingredients with naturally occurring fats, like butter, whole milk, eggs and whipped cream.

“No longer using artificial trans fats in products sold in our stores allows us to take out ingredients like partially hydrogenated oils that have no health benefit, while retaining high quality and great tasting natural ingredients,” Denny Marie Post, senior vice president of Starbucks’ global food and beverage unit, said in a statement.

Listed on food labels as partially hydrogenated vegetable oil, trans fats are thought to boost “bad” cholesterol and decrease “good” cholesterol. They have attracted attention from health regulators, most notably in New York City, where they have been banned in restaurants and eateries.

Starbucks joins a growing list of American companies shedding trans fats from their menus. Yum Brands Inc.’s chains KFC and Taco Bell recently switched to a trans-fat free oil. Wendy’s International Inc., McDonald’s Corp. and Burger King Holdings Inc. also are phasing out trans fats.

Starbucks started ridding its U.S. and Canadian stores of trans fats in January. Company spokesman Brandon Borrman said trans fats will eventually be eliminated from its Hawaii stores, but that it will not likely happen by the end of the year because jurisdiction for the state is being shifted from Starbuck’s international division to its domestic unit.

Starbucks also said Monday that it is working to rid trans fats from stores in markets outside North America, but Borrman said no timeline has been set.

How does the news release compare to the news story that was published?

Within the contents of the news story, there was the same information that was listed on the news release. There was a quote that was the same used in the final news story. Although, on the news story, there was more information and details included. The reason that more details were published could have been that they used the contact information at the bottom of the press release to communicate to the company for details. Also, the information could have come from research done by the reporter. Overall, the facts from the press release still were published in the news article and it was a great story.

How is Starbucks involved in their Communities?

December 1, 2008

Starbucks is very involved within their communities. A recent way that Starbucks displayed their involvement within the community was on election day. On November 4th, if you voted in the election, all you had to do was come into any Starbucks and tell them that you voted. In return for doing so, Starbucks would award you for voting and give you a free tall cup of coffee. This was a wonderful idea because it not only encouraged voters to go out and vote but also rewarded them for doing so. There was a video posted on their website that made individuals aware of the reward for voting. Also, Starbucks on Twitter had sent out tweets stating this information. One of the most important ways that Starbucks made the public aware of this free cup of coffee opportunity, is to play the same video posted on their website during a commerical break of Saturday Night Live. Because that show has so much effect on the election overall, this was a wonderful marketing strategy.

Another way that Starbucks is involved with their communities is within their project Starbucks V2V. This is an on-line community were their consumers can sign on and discuss things that they personally believe should be taken care of in their local community. This simply allows other users to view different ideas and help out where they live. The customers take this ideas and actually put these community service projects into action. This is getting many Starbucks customers to unite as well as better their community at the same time.

All information found at these sites:

Career Opportunities

December 1, 2008

There are many career opportunities at Starbucks Coffee Company and locating these jobs to view availability is an extremely easy process. One way to search for a jobs at Starbucks is going to the Starbucks website and clicking the “about us” tab. When this opens up on the left hand side of the page, you can see a list of other options. This is where you click on “career center” and then you can select “job search”. This section of the website allows you to see all jobs that are available for The United States, Canada, Quebec, The United Kingdom, Ireland, and Amsterdam.

After you have decided on a location where you would like to look for a job at Starbucks. You then have the option to search for jobs within specific departments. If you select the “Communications” department, you then have the option to choose “Communications, Executive, or Technical Writing”. If you are interested in “Marketing” you have the option to choose “Brand Management, Category Management, Executive, Generalist, Marketing Implementation, and Marketing Research”.

This process makes searching for a job at Starbucks very easy because you can select which areas you are interested in which limits the search results. If you choose the “United States” option for location, after you select your department of choice, you can even select a state that you are specifically interested in. This helps categorize jobs that are offered with this company. There are numerous job opportunities in the Communications and Marketing departments within Starbucks. Also, because this is an international company that is located in 43 countries, there are many opportunities for employment all over the world, and their website makes this process quite simple.

All information found at this site:

History and Timeline

December 1, 2008

Starbucks was established in 1971 in Seattle, Washington and is well-known for their deep brewed coffee as well as their satisfying customer relations and positive environmental contributions.

1971 – Starbucks opens its first store in Seattle’s Pike Place Market

1982 Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks begins providing coffee to fine restaurants and espresso bars.

1984 Schultz convinces the founders of Starbucks to test the coffeehouse concept in downtown Seattle, where the first Starbucks® Caffè Latte is served. This successful experiment is the genesis for a company that Schultz founds in 1985. Starbucks introduces Starbucks® Christmas Blend.

1988 Offers full health benefits to full- and part-time employees.

1990 Starbucks expands headquarters in Seattle and builds a new roasting plant.

1993 Begins Barnes & Noble, Inc., relationship.

1995 Begins serving Frappuccino® blended beverages and opens in Philadelphia, Pittsburgh; Las Vegas, Cincinnati, Baltimore, San Antonio, and Austin, Texas.

1996 Opens in Rhode Island, Idaho, North Carolina, Arizona, Hawaii, Utah, and Ontario, Canada.

1997 Establishes The Starbucks Foundation, benefiting local literacy programs in communities where Starbucks has coffeehouses. Introduces Starbucks Barista® home espresso machine, capable of using ground coffee or convenient preground, remeasured espresso pods. Offers Frappuccino® Lowfat Ice Cream Bars, a lowfat decadent treat. Opens in Florida; Michigan; and Wisconsin.

1998 Signs a licensing agreement with Kraft Foods, Inc., to extend the Starbucks brand into grocery channels across the U.S. Launches

2000 Howard Schultz transitions from chairman and chief executive officer to chairman and chief global strategist.

2001 Introduces the Starbucks Card, a stored-value card for customers to use and reload.

2002 Starbucks DoubleShot® espresso drink to the ready-to-drink category. Extends the beverage menu line to include crème, a non-coffee blended beverage option.

2003 Celebrates Earth Day with a $50,000 contribution to EarthDay Network.

2005 Jim Donald promoted to president and chief executive officer. Introduces Starbucks™ Coffee Liqueur and Starbucks™ Cream Liqueur.

2006 Introduces bottled Strawberries and Crème Frappuccino® crème beverage, the first non-coffee bottled Starbucks® beverage. Introduces ready-to-drink Starbucks® Iced Coffee, a refreshing, cold coffee drink with just a touch of milk and sweetness.

2007 Hear Music announces Paul McCartney is the first artist signed to the new record label. Announces an exclusive partnership with Apple Computer, Inc. that lets customers wirelessly browse, search for, preview,
buy and download music from the iTunes® Wi-Fi Music Store at Starbucks while at participating Starbucks locations in the U.S.

All information found at

Which model of PR is Starbucks using?

December 1, 2008

James Gruing and Todd Hunt have identified four models of public relations that practitioners may use including: Press Agent/Publicity Model, Public Information Model, Two-Way Asymmetric Model, and Two-Way Symmetric. Many companies use different models of public relations. Starbucks uses the Two-Way Symmetric Model of PR.

This Model is defined as:

“The PR practitioner conducts research to determine the views of a particular constituency and then uses that information to help achieve the objectives of both the client organization and the constituency. Commentary: This is the approach that will most often produce a win-win outcome. It can be useful in conflict resolution and in any public relations program. It can help address ethical questions, including that of advocacy versus objectivity, by looking at the interests of both the client organization and its constituencies. ” (Doorley & Garcia 2007, p. 75).

This model of PR by Gruing and Hunt is assumed to be the most successful. I believe this model of PR includes the amount and consistency of communication coming from a company to their publics. Because there is a large amount of research conducted by the company, communication is a key element. Taking this research will help gain company wide goals. The reason that I believe Starbucks is using this model of PR is because they are constantly doing research to find out what their customers think and how they are able to make their company and products better. The recent development of MyStarbucksIdea is a perfect example of Starbucks doing research about their customers. This is a website where costumers can sign on, nominate and discuss ideas to make Starbucks products and company better. Taking this automatic feedback and putting it into action displays how Starbucks is using the Two-Way Symmetric Model of PR. By demonstrating this amount of communication and feedback, it will help in conflict management and overall company goals.

All information was found at this sources:

Doorley, J. & Garcia, H. F. (2007). Reputation management: the key to successful public relations and corporate communication. United States: Taylor & Francis Group, LLC.

Online Press Room

December 1, 2008

Locating Starbucks online press room is very easy to do on their website. Under the “About us” tab, there is a list of options on the left side of the page. This is where you can find the “press room”. Within the contents of the press room, there are the options to go into the archives to see information from previous dates or to contact Starbucks directly. If you are wanting to contact Starbucks and are part of the media, this is one way you can do that. It is easy to access and you simply just fill out a form with your contact information and someone from Starbucks will get back to you shortly. You can leave your name, organization or publication, city and state, phone number, fax number, e-mail, nature of injury, request , and deadline.

Within the archives section of the press room you are able to access press releases and statements from Starbucks within the last six months. At the top of this section, Starbucks states if you need older information, there is a phone number and a link to help you find that information. From a media specialists point of view, this makes getting information about this company very easy. The press room at Starbucks is very straight forward and the format is accessible. There is contact information listed for Starbucks in many areas and it is even stated if you need more information, you are encouraged to contact them. Overall, the appearance and function of this on-line press room is very well organized and workable.

Information found at these sources: