Pondering this question, I found it important to go back to the basics of metaphors. I found an article “Metaphor Examples for Kids,” to help me get started. The article states that metaphors are “used to make a comparison between two things that aren't alike but have something in common.” The article lists 69 “Kid-Friendly Metaphors.” Here are my top five out of that list; The classroom was a zoo. Life is a rollercoaster. The world is a stage. He is a night owl. You are my sunshine. (YourDictionary, 2017) In my quest, I also came upon this article by Alex Bigman who provides several examples of photographs that communicate metaphor without photo manipulation. I am including three of my favorite metaphors that Bigman provides in his article. (Bigman, 2014) (Bigman, 2014) (Bigman, 2014) References Bigman, A. (2014) . A guide to using photography as metaphor in graphic design . blog . 99deigns. Retrieved from https://99designs.com/blog/tips/a-guide-to-using-photography-as-metaphor-in-graphic-design/ YourDictionary (2017) . Metaphor Examples for Kids . retrieved July 29, 2017 from http://examples.yourdictionary.com/metaphor-examples-for-kids.html #metaphor #metaphorinphotography #photomanipulationandmetaphor

Truth is ever more confusing in today’s world. An acquaintance of mine posted this picture of a couple of the fast food market place’s top burgers – comparing what is advertised and what is reality. That picture has had a significant impact on me over the last couple of days. It has disturbed me greatly and left me sick to my stomach. That picture demonstrates how truth can be distorted in an environment driven by profit motives alone, without regard to traditional ethical boundaries. As I am writing this, I am sitting in a bar and grill and am being bombarded with images on various TV screens – four of them to be exact, strategically place around the establishment to maximize consumer viewing. Sports, social media, the stock exchange – whatever your chosen distraction to the truth is, misleading information is being freely offered by the highest bidder for you to consume. It is 1984 all over again, Yogi Berra would probably say, offering a variant of his famous quote. Some might say that Winston Smith knew nothing about propaganda. Had Winston experienced 2017, he would have thought that 1984 was a weak year for conflicting messages being delivered by an absolute elite. 2017 is the new 1984. “Ignorance is bliss,” said Thomas Gray. What makes us ignorant? Distractions, plain and simple. That distraction could be as complicated as your home loan that you struggle to pay from day to day or as complicated as the photoshopped images of perceived goddesses in the local fashion magazines who are no more divine than you and me. Yet we aspire to these things. We are driven by these un-acquirable images and messages. Bombarded by these messages we fail to stop and think. We fail to consider the absolute truth. We fail to see the truth. All we can think about is that juicy, delicious image of a flawless hamburger. The truth is wealth is being accumulated by a select few – taken from the poorest of the poor. Corporations are requiring more from us, and contributing less to us. An elite 1% has taken over our economy and is slowly taking over our minds. “Truth is self-evident” wrote Thomas Jefferson, however what is the truth is slowly being faded into the oblivion of our own ignorance – paid for by big business and those who profit from our hard earned dollars. “The truth shall set you free,” it is written in the apostle of John. But just like the advertised version of the two famous burgers, our perception of the truth is suffering due to a blurring of the facts as we are distracted by the mundane and unimportant – yet overly fascinating to us. Hmmm….I am in the mood for a burger. #WinstonSmith #propaganda #mediamessages #distortioninthemedia #JROspace #ThomasJefferson #YogiBerra #ThomasGray #Truth #Truthinmedia

Section 508 of the Rehabilitation Act of 1973 states that electronic and information technology that is used by the Federal government be accessible to people with disabilities. While it does not necessarily apply to all private sector websites, it points out legitimate concerns that everyone should consider when developing websites and mobile applications, as many of the 508 guidelines can make websites easier to use for not only the disabled but also the general audience. But before discussing the broader implications of greater access, it is important to provide some background on Section 508. The essence of the Rehabilitation Act forbids discrimination within Federal agencies on the basis of a disability. Section 508 specifically deals with making technology systems accessible in a variety of ways in that the information can be accessed through activation of more than just one of the five senses. For example, video that is only visible may not be accessible to a person with visual impairments or an audio file is most likely not accessible for a person who is deaf or hard of hearing. In addition, individuals with disabilities may need certain types of software or other peripheral devices to access certain types of media (Justice, 2009). Paragraph 1194.22 of Section 508 deals with “Web based intranet and Internet information and applications.” The paragraph includes 16 guidelines – subparagraphs “a” to “p” – that a webmaster or application designer will need to adhere to. Subparagraph (a) states that a “text equivalent” must be available when “non-text elements” – that is an element that is not presented in text including images, audio clips, and graphics – are presented on the site or application. Subparagraph (b) states that “equivalent alternatives” must be presented along with multi-media presentations. Equivalent alternatives include; captioning or audio descriptions that accomplish the message purpose by communicating analogous information in sync with the multi-media presentation. Subparagraph (c) states that material that is presented in color must also be presented without color in such a manner that the communication remains the same. Subparagraph (d) requires that information be presented in such a manner as to not require a stylesheet. Subparagraph (e) necessitates the use of “redundant text links” when an active server image map is used. Subparagraph (f) requires the use of client-side image maps as opposed to server-side ones. Subparagraph (g) requires the use of row and column headers when using data tables. Subparagraph (h) extends the guidelines on data tables in that they are required to have two or more logical levels of row or column headers. Subparagraph (i) requires that frames be identified in such a manner as to foster clear identification of the frames. Subparagraph (j) states a flicker range frequency requirement for web pages between the range of 2 and 55 Hz. Subparagraph (k) requires that a “text-only page” be provided for a website and update in sync with the main page. Subparagraph (l) requires that “scripting language” be used so that the website complies with assistive technology. Subparagraph (m) mandates that a link be provided to a required applet or plug-in in a situation where such a program is needed to access the website content. Subparagraph (n) requires that when a form is offered on website, that that form can interface with assistive technology designed to help with filling out online forms. Subparagraph (o) states that a method must exists so that the website or application user will be able to skip repetitive navigation links. Subparagraph (p) requires that the user be alerted and given adequate time to respond within any time limitations (GSA, n.d.). Similarly, the Web Content Accessibility Guidelines (WCAG) were created to help those with disabilities better access websites. The WCAG has 12 guidelines that are similar to those of Section 508. A few key points add to the discussion of what web developers should considered when creating web pages. Figure 1 outlines the guidelines. Figure 1. (Henry, 2017) As one can see, the WCAG guidelines break up accessibility into the categories relating to perception, operation, understandability, and robustness. I like how the guidelines express concerns about how content should be “presented in different ways.” These guidelines also put accessibility into perspective when pointing out that functions should all be accessible from the keyboard and that content operate in “predictable ways” (Henry, 2017) When one analyzes the WCAG guidelines, one can begin to see how they can benefit general audiences as well as the guidelines require that websites communicate using a variety of senses. Much work has been done in the education field that focus on better methods for teachers to communicate ideas to their students – appealing to a variety of senses to improved information processing. Studies have demonstrated that by appealing to a variety of senses, teachers can help students become better receivers of the information presented in class. Ways that multiple senses activation improves learning include increased concentration, better focus, heightened awareness, and increased brain function just to name a few (Hidden Angel Foundation, n.d). “Using multiple senses allows more cognitive connections and associations to be made with a concept,” states educator Anna Pitts in a HowToLearn blog (Pitts, 2012) The Harvard Business Review recently published an article that concludes that multi-sensory communications can facilitate more effective marketing tactics (Harvard Business Review, 2015). “In business, we need to make sure that we are tapping into as many of these senses as possible so that we can really connect with our audience,” writes Britt Michaelian in Huffington Post business blog (Machaelian, 2013). The major implications of the Rehabilitation Act and Section 508 are that material be accessible. Accessibility means communicating messages through activation of more than just one of the five senses. Academic and business research demonstrates that good communication appeals to more than just one of the five senses. For these reasons, the application of the Section 508 and the WCAG can be helpful for communication efforts with not only the disabled but general audiences seeking information on websites, and for these reasons such guidelines are important considerations for any web designer who wishes to communicate effectively. References GSA (n.d.) . Quick Reference Guide to Section 508 Requirements and Standards . retrieved July 24, 2017 from https://www.section508.gov/content/learn/standards/quick-reference-guide Harvard Business Review (2015) . The Science of Sensory Marketing. March 2015 . retrieved from https://hbr.org/2015/03/the-science-of-sensory-marketing Henry, S. (2017) . Web Content Accessibility Guidelines (WCAG) Overview . website . March 10, 2017 . retrieved from https://www.w3.org/WAI/intro/wcag Hidden Angel Foundation (n.d) . Multi Sensory Environments: The Benefits . retrieved July 24, 2017 from http://www.cdhaf.org/multi-sensory-environments-the-benefits/ Justice, U.S. Department of (2009) . A Guide to Disability Rights Laws . July 2009 . retrieved from https://www.ada.gov/cguide.htm#anchor65610 Michaelian, B. (2013) . How to Engage the 5 Senses of Your Audience for Increased Sales . Huffington Post . April 27, 2013 . retrieved from http://www.huffingtonpost.com/britt-michaelian/how-to-engage-the-5-sense_b_2759495.html Pitss, A. (2012) . Learning Is Multi-Sensory: How To Engage All The Senses So Children Really Benefit . HowToLearn . December 13, 2012 . retrieved from http://www.howtolearn.com/2012/12/learning-is-multi-sensory-how-to-engage-all-the-senses-so-children-really-benefit/ #Section508 #multiplesenses #WCAG #communication

In health care PR, the biggest issue is HIPPA. I believe that health care facilities and professional communicators want to post pictures or testimonials of satisfied customers in their websites and publications, but at the same time the patients may not wish their picture or testimonial be published on the website. According to the Dysmorphology Subcommittee of the Clinical Practice Committee, American College of Medical Genetics, as relating to patient photographs, “In each case it is not only prudent, but necessary for the patients’ protection and interest that appropriate consent be obtained” (Dysmorphology Subcommittee, 2000). In my experience, patients tend to not want to be photographed while they are in the hospital. While working as a photographer and magazine/newspaper editor while in the Army, I was often tasked to write a story to promote the availability of flu shots or other health care concerns. Gathering consent as a photographer is a bit of a cumbersome event. I have to admit that on occasion I posed while one of the photographers took a shot of my arm being poked or my person being examined. Close ups of these types of things seemed to work best. On another occasion, I posed while my belly was being measured for a physical fitness exam. I supposed that this was pushing the limit on journalism ethics, but too often it proved to be difficult to arrange or happen to show up and find a legitimate patient willing to have their picture taken in a certain medical situation. After all, in many cases the task for the assignment was given late and deadlines were always looming. However, these are very simple situations. What about stories on STDs and other possibly embarrassing scenarios? These are very important informational pieces that are vital from an informational perspective. Perhaps in these cases one could do without a photo, which I must admit I have done in certain publications in newspapers and websites. But back then, over 10 years ago, one’s story always suffered when it didn’t have an accompanying photo. Creativity in this realm was often the key. For one STD story I took several “artsy” shots of some pamphlets on the topic and with some condemns lying around. I think one of the photographers who worked for me once took a shot of a nurse appearing to be handing a condemn to the camera. But even still, this is still a light subject area. What about cancer patients or other terminal issues that have a profound impact. It might be hard to get consent. I’ve never been tasked with such photos, but I can see the importance that it would have with certain facilities – especially where an organization wants to spread awareness to drum up support for a particular program. As I started this discussion, consent is the best way to go. I spent some time talking about how deadline crunches and being forced to come up with something on the fly that pushed the ethical boundaries of truth. For those reasons, it is important to plan out these photos well ahead of time so that the photographer has time to get the consent they need along with all of the other requirements of such thing. The eHealth code of ethics clearly lays out the guiding principles that address “sets forth guiding principles under eight main headings: candor; honesty; quality; informed consent; privacy; professionalism in online health care; responsible partnering; and accountability” (Rippen & Risk, 2000) The National Press Photographers Association lays out several guidelines when it comes to photojournalism. I am including below in image of 9 of the NPPA guidelines. (NPPA, 2017) Of particular note is #1, that is that a photographer should be “accurate and comprehensive” when photographing subjects. Also involved in this discussion is #2, that is an avoidance of staging photographs. One also can not overlook #5, where it is pointed out that a photographer should not intentional impact or modify the image captured. And finally, #6 clearly points out the limitations of editing images. From my experience, this issue goes to the question of enhancing vs. manipulating images while working with them digitally. I view enhancing images as acceptable behavior while manipulating images as ethically unacceptable. I view enhancing images involving such things as; Adjusting the brightness or contrast of an image Dodging of burning an image Cropping an image to suit the needs of the publication or other reasons of enhancement Using a filter on the image I view manipulating images to be such things as; Changing the content of the image. To me, changing the content of the image involves a lot of things. This would include removing blemishes, body fat, shadows or adding or deleting things such as power lines or other structures, things or people. This could also include things such as making the sky appear more azure than it really is. Putting two or more images together or cutting and pasting things into the image also fall under this category. A Photo Review article does a really good job of addressing many of the ethical issues involved in image manipulation. It points out that an image should unswerving in “perspective and geometry” along with pointing out many of the things discussed thus far in this post (Photo Review, 2017). The Department of Defense lays out several guidelines that are very specific about where the line is drawn between enhancement and manipulation. I am including the following paragraph from DoD Instruction Number 5040.05, Alteration of Official DoD Imagery Photographic techniques common to traditional darkrooms and digital imaging stations such as dodging, burning, color balancing, spotting, and contrast adjustment that are used to achieve the accurate recording of an event or object are not considered alterations. (DoD, 2006) With today’s digital imagery, manipulation is getting way to easy, but it appears that we have come to expect it. I feel that further, more specific guidelines in this area are needed so as to more accurately reflect the integrity of photographs, especially when considering images taken in the very sensitive field of health care information. References DoD (Department of Defense) (2006) . DoD Directive 5040.05 . Alteration of Official DoD Imagery . retrieved from https://fas.org/irp/doddir/dod/i5040_05.pdf Dysmorphology Subcommittee of the Clinical Practice Committee, American College of Medical Genetics, Cunniff, C., Byrne, J. L. B., Hudgins, L. M., Moeschler, J. B., Olney, A. H., … Figone, C. (2000). Informed consent for medical photographs. Genetics in Medicine, 2(6), 353–355. NPPA (National Press Photographers Association) (2017) . Code of Ethics . retrieved July 23, 2017 from https://nppa.org/code_of_ethics Photo Review (2017) . Ethics and Editing . tips . retrieved July 23, 2017 from http://www.photoreview.com.au/tips/editing/ethics-and-editing Rippen, H.& Risk,A. (2000) e-Health Code of Ethics (May 24). J Med Internet Res. 2000 Apr-Jun; 2(2) May 24,2000. doi: 10.2196/jmir.2.2.e.

This weekend I read the op-ed piece in the USA TODAY by John J. Pitney, a professor of government at Claremont Kenna College who from the age of age 13 has done a tremendous amount of work for the Republican party. It seems that he has lost faith in his party. He writes, “I knew from the start that I could never vote for Trump. He’s a mashup of the sorriest parts of Republican history: Herbert Hoover’s trade policy, warren Harding’s incompetence, Charles Lindbergh’s dictator worship and Joseph McCarthy’s dishonesty” (Pitney, 2017). I too have lost faith in the party, but that was somewhere around the weapons of mass destruction stuff and the Dick Cheney era. Don’t get me wrong, the Democratic Party is equally lousy. Hillary Clinton was probably the worst candidate to ever be offered up, even worse than Trump according to the American people. The two-party systems sucks, but I do not have the means or the method for getting a third party going. That is up to our leaders, who apparently like the status quo and appear to want to continue offering up shitty candidates every two to four years for us to choose from. “I don’t disparage those who voted for Trump,” writes Pitney. And neither do I. Many of my closest friends have made that choice, and quite frankly I don’t blame them and neither does Pitney. “Economic change has left millions of working Americans behind,” Pitney continues. “They think an increasingly affluent professional class pushes them around. Voting for Trump was a way to push back. I get it,” Pitney concludes. Pitney points out that parties are “tribal.” I call this brand loyalty. Brand loyalty goes a long way in America whether you like Fords or Chevys, Republican or Democrat. But what are conservative values anymore? What the hell are all these Russian connections? And why is Trump the poster child for the common man? Who knows these things? I certainly don’t. We are continually misled by politicians who don’t have our best interests in mind. Clinton didn’t give a shit about us, but neither does Trump. What concerns me is this apparent distancing that is occurring between the Republican party and conservative values. When I say these values, I am not referring to fiscal policy. I am referring to the values of decency, good Christian kind of shit. From what I remember about Jesus was that he cared for the sick and the poor. The current health care bill that is being offered up seems very un-Jesus-like. Another thing that concerns me goes to the quote provided by Pitney from Sen. James Buckley during the Nixon investigations. He points out that a country’s people will eventually begin to adhere to the values of its leaders. Bill Clinton gave our teenagers a way to remain virgins by providing the blowjob as he claimed that it was not “sexual relations.” Trump’s administration and his spin masters seem to want to give us the “truthful hyperbole” as an excuse for outright lying. Are these are newly adopted values as Americans? I hope not. Pitney, J. (2017) . I was a GOP stalwart until Trump: It is painfully evident that his sorry brand will stick to the Republican Party for years. USA TODAY . July 14 -16, 2017 . p 7A

This post is focused on using goals, strategies and objectives for public relations initiatives. Proper planning of PR initiatives begins with a strategy. According to Robyn Walker, there are three steps to the strategic process in communication. In her book, “Strategic Management Communications,” Walker explains these three stages as; 1.) Identifying the purposes of the communication, 2.) Analyzing the audience, and 3.) Considering the context and selecting a channel of communication (Walker, 2015). These are definitely things to consider when developing a strategy. But it is first important to understand the difference between strategies, goals, and objectives. Mikal Belicove does a good job of explaining this variance in his Forbes article “Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social” He points out that a goal “is a broad primary outcome” expanding on the fact that goals are insignificant without their supporting strategies and objectives. Belicove explains that a strategy is “the approach you take to achieve a goal” and an objective is the “measurable step you take to achieve a strategy” (Belicove, 2013). Kim Harrison, on the Cutting Edge PR website, blogs on the topic as well. She points out that goals and objectives have many benefits in PR. She states that they help with expectations, provide clarity on what is planned, and help with quantifying results. Harrison defines goals as “the means to express the end points towards which effort is directed.” She explains objectives as “subsets of goals and should be expressed in concrete, measurable terms” going on to point out that objectives are “something that can be documented; it’s factual and observable” (Harrison, n.d). Throughout their book, “Putting the Public Back in Public Relations,” Brian Solis and Deirdre Breakenridge shed light on the negative attitude that many business leaders have about public relations. They elaborate on the fact that many of these leaders feel that PR doesn’t work. Solis and Brekenridge point out that just isn’t the case. They feel that good PR is a credible for of third party endorsements, leads to effective communication, influences opinion, increase brand exposure, builds a positive reputation, creates a media presence, and enhances brand loyalty (Solis & Breakenride, 2010, p 8). These are all great things that PR can do, but without proper planning, execution and measured results, it may all be for naught. For these reasons well written and planned out goals, strategies and objectives are a necessary and a vital endeavor for PR professionals to engage in. References Harrison, K. (n.d.) . Setting goals and objectives makes your PR planning more effective . Cutting Edge PR . retrieved July 16, 2017 from http://www.cuttingedgepr.com/articles/prplans_set_goals.asp Mikal E. Belicove (2013) , Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social . Forbes . September 27, 2013 . retrieved from https://www.forbes.com/sites/mikalbelicove/2013/09/27/understanding-goals-strategies-objectives-and-tactics-in-the-age-of-social/#16b8fa534c79 Solis, B.; & Breakenridge, D. (2010) . Putting the Public Back in Public Relations . Pearson Education . Upper Saddle River, N.J. 2010 Walker, Robyn (2015) . Strategic Management Communication for Leaders . 3rd Ed . Cengage Learning . Stamford, CT

Public Relations can be used as a product or service introduction campaign. “If you are planning to launch a new product or business, you need an effective public relations strategy to tell the world about your endeavor” according the 5W Public Relations website. The site also points out that in today’s information environment, businesses have more choices than ever when choosing a PR strategy – including “traditional offline” and “online” PR methods to accomplish one’s communication goals (5W, 2014). Several processes can be used to make a campaign effective. “Public relations (PR) is the process of generating positive media coverage for a company,” according to Kristina Allen who wrote an article on the topic. Some of the things that Allen suggests for PR professionals include; generating a media list, writing press releases, promoting stories, facilitating key company staff interviews, generating product images to accompany your releases, and following up with the media in retrospect (Allen, 2017). The 5W website mentioned earlier has some similar suggestions – including press releases, free samples and giveaways, teaming up with a business partner, events, videos, and other creative use of public relations endeavors (5W, 2014). According to a CP Communications blog, Apple, is one of the best companies that is able to “created a buzz” around their new products. According to a CP Communications blog, Apple was able to “to attract potential customers, gain the media’s interest and promote sales” by using PR to introduce its iPhone 5 (CP Communications, 2017). They seem to do a good job of this each time they introduce a new product. The CP Communications blog suggest some of the same traditional suggestions offered by the two previous sources; however, it adds a little more flavor by adding the Web 2.0 aspect. How do you create a buzz around your product? In addition to what has been mentioned thus far, the blog puts emphasizes the use of social media and getting a conversation started out there about the product through either a “sneak peek” or a pre-release product test. “If done successfully, engaging followers on social media will promote the sharing of information about the product and generate a buzz around the launch,” according to the online article. Another way is to engage online is to work with product reviews and attracting influencers to your communication efforts (CP Communications, 2017). In Putting the Public Back in Public Relations, Brian Solis and Deidre Breakenridge refer to this process of engaging influencers as “the conversation.” The entire book is dedicated to, as you can tell from the title, rejuvenating the PR efforts of PR professionals in today’s PR market of information. “In the new world of PR, communications professionals must listen to and observe (and sometimes engage) today’s world of new influencers.” Solis and Breakenridge point out that these influencers, due to Web 2.0, include wide range of individuals – including “customers, peers, employees, partners, enthusiasts, influential bloggers, reporters or analysts” (Solis & Breakenridge, 2009). This paper began with a discussion of how PR can help with product introductions, moving then to how Web 2.0 has added a new dimension to this notion. In the spirit of Solis and Breakenridge, PR professionals need to look beyond traditional methods and get on board with Web 2.0, especially when promoting new products. #JROspace References 5W (2014) . How PR Can Help You REALLY Launch Your Product or Idea . December 2014 . retrieved from http://www.5wpr.com/new/launch-pr/ Allen, K (2017) . How to Use a Public Relations Tactic to Promote Products or Services . blog . Chron . retrieved July 4, 2017 from http://smallbusiness.chron.com/use-public-relations-tactic-promote-products-services-12258.html CP Communications (2017) . Be like Apple and use clever PR to launch your new product . blog . retrieved July 4, 2017 from https://publicrelationssydney.com.au/be-like-apple-and-use-clever-pr-to-launch-your-new-product/ Solis, B. & Breakenridge, D. (2009) . Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR . Pearson Education . Upper Saddle, N.J. 2009

I think that the discussion on traditional vs. Web 2.0 is best started by the use of this quote from the text book, “Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR” written by Brian Solis and Deirdre Breakenridge. “The AP Stylebook was our bible, and we carried it everywhere. We were told that journalists worldwide accepted the guidelines in the AP Stylebook and that if we wanted to get our news releases and articles published, we must always strictly abide by its rules and never deviate” (Solis & Breakenridge, 2009). Being from the old school, I still find a small sense of nausea when I read a release by a respected organization that doesn’t abide by those rules. But believe me, I get it. The tone online is much more conversational now, and less emphasis on the journalistic audience. Throughout my recent studies, I have come upon the concept of the social media news release. But, the quote above demonstrates how us old PR folks think, and perhaps sheds light upon why we are so resistant to this change. The AP Stylebook was driven into our heads, especially in my military PR experience. My journalism instructors we so religious in their adherence to that stylebook. Each time we put a period or comma in the wrong place, or whatever; they seemed to attack us with such fervor analogous to a zealot of some sort – taking off a tremendous amounts of points causing us all to teeter on coursework failure. I like the bible metaphor that Solis and Breakenridge associate with the AP Stylebook. It was indeed a guideline of which a perception of “no deviations” was clearly understood. AP Stylebook aside, I want to spend a few paragraphs on the social media news release. In a blog titled “How to Write a Social Media Press Release,” Louis Dubois seems to be making an attempt for us old PR type. He cites the comments from Jamie Turner, the CEO of BKV Digital and Direct response, who sums of the topic. Turner sees the traditional release as specific “points in time,” while a social release is “an evolving continuum.” When I used to write news releases, and/or edit/produce various military publications. Once they went to print, that was it. You couldn’t go back and edit your mistakes – all you could do was do a retraction if the mistake was so prominent to require one. As an editor, I hated the arm-chair quarterbacking of my bosses who always found mistakes when the paper or magazine came out. After all, they had a chance to read over the thing during the editing process. I had all their initials on the circulatory documents. Complaining about the process aside, my point here is that the eventual release of this stuff was set in stone with each “-30-“ or “###” that was put at the end of those things. Turner puts the traditional final project into perspective as he points out exactly what we were forced to do after publication – that is “standing by waiting to see what the reaction is” (Dubois, 2010). “The nature of social media is that it moves so rapidly between people and the conversation quickly grows organically,” says Turner. Notice that I used the word “says” to attribute the quote. If I remember correctly, AP stylebook only allowed for the word “said” or the words “according to” to attribute a quote. In the spirit of new media, I am trying something different here (LOL). Joking aside, Turner’s point is that the Web 2.0 is an evolving creature. You can go back and edit it and/or respond to your audience all in the same context of the release – something that us old PR type perhaps struggle with. These things being said, consider the following “pull quote” from Dubois on social media press releases. “And despite the change in technology, the press release remains one of the best ways to get your message out. But writing a press release for social media is not like writing a traditional press release.” (Dubois, 2010) Dubois points out that social media news releases do not “replace” traditional release; “they complement them” (Dubois, 2010). I feel like the major points that Solis and Breakenridge are making in their textbook, is that a blending of the old and new is the way to go. News releases are great in that they provide a great guideline to go by. I still use the basic framework in my compositions but I must admit that I have branched out a bit more as the rigidness of the AP expectations has slowly dwindled. The Louis Dubois article provides a lot of insight into the current thinking on social media news releases. I won’t regurgitate the entire article here as that would go beyond the purposes of this discussion post, I feel. But I encourage it as a good read. It is a great blending of the old and the new and I intend to spend a lot more time on it in the next few days – trying to keep up and all. References Dubois, L (2010) . How to Write a Social Media Press Release: The success of a social media campaign is reliant upon the networks and users themselves. Here is how to craft a press release that incorporates social interactivity. Blog . Inc.com. November 2010 . retrieved from https://www.inc.com/guides/2010/11/how-to-write-a-social-media-press-release.html Solis, B. & Breakenridge, D. (2009) . Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR . Pearson Education . Upper Saddle, N.J. 2009

According to German philosopher Immanuel Kant, telling the truth is a universal law and human beings are always obligated to tell the truth. According to Paula Tomkins in her book, Practicing Communication Ethics, “truth in communication concerns the dimension of communication, specifically that the content of communication is accurate, and the information communicated is reliable,” (Tomkins, 2016). In the realm of public relations, practitioners are often torn by their obligation to serve their client’s communication desires zestfully, while promoting the client’s product or service, as they simultaneously adhere to the strict requirement of honesty in public communications. This strict requirement comes in the form of ethical guidelines such as those provided by the Public Relations Society of America, the American Institute of Graphic Arts, and the National Press Photographers Association just to name a few. Without such guidelines, the obligation to be truthful in PR campaigns would be further strained than it already is. The Public Relations Society of America code of ethics includes the values of advocacy, honesty, expertise, independence, loyalty, and fairness. According to the PRSA website, “these values provide the foundation” for member ethical codes “and set the industry standard for the professional practice of public relations.” Using words like “integrity” and “truth” the PRSA code presents an obligation toward honesty in publicity. Yet while using words like “faithfulness” and “obligation,” the code establishes an adherence to serve the client (PRSA, 2017). Brian Solis and Deirdre Breakenridge in their book, Putting the Public Back in Public Relations, contend that “businesses often expect PR to perform miracles just because they confuse it with advertising” (Solis & Breakenridge, 2009). For this reason, the PRSA code also includes the concept of adhering to “objective counsel” when dealing with clients – the connotations of the word “objective” emphasized here. While an organization’s leadership will have a strong desire to push a certain message, PR professionals are still bound by an obligation to truth. And this obligation to truth, while it may not be easily and immediately obvious to the client; in the long run honesty pays off in the end. “As speakers, we want others to trust us and take us seriously and, so, we speak truthfully. The communication of a liar in not worthy of trust” (Tomkins, 2016). It is important that PR professionals execute truthful communication campaigns and messages. The American Institute of Graphic Arts, which is an organization that serves as an “advocate for a greater understanding of the value of design and designers in government, business, and media” (AIGA, 2017) also lays out ethical guidelines as related to visual communication. This code also includes a “responsibility to clients” along with a balanced “responsibility to the public” – proclaiming effort and activities that “engages in fair and balanced communication (AIGA, 2010). According to reference.com, ethics are best described as “social guidelines” that are based upon “moral principles and values.” On the other hand, law involves specific rules and regulations established by varying authorities that often hold “penalties or consequences when violated” (Reference, 2016). For example, the concept of violating a person’s right to privacy is often where ethics and law meet in the communication field – going to the concepts of false light and appropriation. Roy Moore and Michael Murray cite American legal scholar William L. Prosser’s four torts relating to “invasion of privacy.” They are; 1. Appropriation of one’s person’s name or likeness for the benefit or advantage of another. 2. Intrusion upon an individual’s physical solitude or seclusion. 3. Public disclosure of highly objectionable private facts. 4. Publicity that places an individual in a false light in the public eye. (Moore & Murray, 2012) The thing is, law is going to do very little for overstating the positive attributes of PR clients. For this reason, PR professionals are more ethically bound to truth than they are legally bond. Again, this further demonstrates the need for ethical guidelines as those discussed in this paper. While the AIGA code of ethics does specify that designers “shall not make false claims nor knowingly misinform” and will “avoid false, misleading and deceptive promotion,” (AIGA, 2010) the code does not get into specific guidance on how advancements in technology have allowed for the somewhat deceptive practices of “The Photoshop Effect,” (DietHealth, 2016) detailed in a Diet Health YouTube video of that name. Digital photograph technology and photographic software currently allow for a literal infinity of misrepresentations of a photographed subject – a topic contend by in general mandates for honesty and truthfulness but not specifically addressed in the codes of either AIGA or PRSA. The National Press Photographers Association; however, clearly states that photographers “be accurate and comprehensive in the representation of subjects” and that “editing should maintain the integrity of the photographic images’ content and context.” The code also states that photographers “not manipulate images or add or alter sound in any way that can mislead viewers or misrepresent subjects” (NPPA, 2017); however, according to the Diet Health YouTube video, manipulating the appearance of models and celebrities in photographs is very common place (DietHealth, 2016). Granted, when comparing the PRSA, AIGA and the NPPA there is a difference between journalism and art. However, I feel the codes could better address the issue that does in my opinion, misrepresent the subject matter. This treatment began with the philosophy of Kant. Tomkins interprets Kant’s thoughts on telling the truth. She states that “telling the truth respects the dignity of others as decision makers, while telling lies treats people as objects to be used” (Tomkins, 2016). We must remember that there exists the fact that within public relations there is often a diametrically opposed mandate within ethical codes to support the client’s interests while at the same time serving the interest of the public. For example, a model or celebrity who is presented in a magazine as blemish less and unrealistically thin, due to digital manipulations, may present a nearly unattainable standard of beauty to young girls. Communication codes not only need to continue to exist in their current forms, but they need to be adjusted to accommodate for such digital manipulations. As the codes stand, without specifics on image manipulation, they are contradictory to their included mandate to adhere to honesty and truth while communicating visually. References DietHealth (2016) . The Photoshop Effect . YouTube . June 16, 2008 . retrieved from https://www.youtube.com/watch?v=YP31r70_QNM AIGA (American Institute of Graphic Arts) (2017A) . About . retrieved June 20, 2017 from http://www.aiga.org/about/ AIGA (American Institute of Graphic Arts) (2010) . AIGA Standards of professional practice . November 2010 . retrieved from http://www.aiga.org/standards-professional-practice Moore, R.; & Murray, M. (2012) . Media Law and Ethics . Ed. 4th . New York . Routledge . 2012 NPPA (The National Press Photographers Association) (2017) .Code of Ethics. https://nppa.org/code_of_ethics PRSA (Public Relations Society of America) . (2017) . PRSA Member Statement of Professional Values . Member Code of Ethics . retrieved from https://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/index.html#MemberStatement Reference (2016) . What is the difference between ethics and law? . Government and Politics . retrieved Nov. 6, 2016 from https://www.reference.com/government-politics/difference-between-ethics-law-1b772dd7ebc7cd74 Solis, B. & Breakenridge, D. (2009) . Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR . Pearson Education . Upper Saddle, N.J. 2009 Tomkins, P. (2016) . Practicing Communication Ethics . Routledge . New York .2016

Jonathan Chan suggests using social media influencers to advertiser one’s brand. Social media influencers are individuals who have highly successful social media accounts. Chan argues that advertisers should use Pinterest to “assign guest boards on your profile to individual influencers” to help promote a brand. Chan states that influencers can promote a brand in three ways; 1) with an flood of “high quality pins”, 2) a cross promotional effort on other social networks, and 3) one’s brand will show up in online searches as they are linked with the influencers (Chan, 2017). Solis and Breakenridge were hitting on this topic, in their book Putting the Public Back in Public Relations, when they use the terms “the art and science of marketing without marketing” and the “new influencer” (Solis & Breakenridge, 2009). Solis and Breakenridge are clear about what is the difference between marketing and public relations. “If you want guaranteed exposure” they write, then “buy an ad.” However, the text book authors point out that by doing one’s “homework” and “highlight[ing] the value of a story,” one can “cultivate” coverage of a brand – that is the concept of marketing without marketing that the authors put forth. The concept of the new influencer first appears to be synonymous with the obvious suggestion that PR 2.0 integrate social media into its campaigns; however, Solis and Breakenridge point to a concept they refer to as “PR for PR.” That concept being a PR professional’s ability to promote public relations to executives as a worthy endeavor instead of an outdated, useless one full of spin masters and poorly written news releases (Solis & Breakenridge, 2009). While the book provides several concepts to influence, a few key concepts are listed below; Understand PR capabilities and limitations Don’t undervalue PR Maintain PR participation Use the best spokesperson Involve yourself Support your PR Program Communicate regularly Establish metrics Public relations “is undoubtedly the least understood and sometimes least appreciated marketing discipline,” according to Solis and Breakenridge, and “many executives management teams even referred to PR professionals as ‘flacks” and “spin doctors’” (Solis & Breakenridge, 2009). Public relations can be used as free marketing for a product if PR is executed diligently and effectively. “There’s no room for mass, meaningless, one-way communication,” in today’s PR campaigns as Web 2.0 “is forcing a more ‘conversational’ methodology” (Solis & Brekenridge, 2009). It is clear what the term influencer means when relating to social media; however, Solis & Brekenridge point out that when relating to the PR professional the term goes beyond simply participating in social media. “Don’t get caught up in the tools that define the Web 2.0 landscape.” The Putting the Public Back in Public Relations authors state that social media accounts “are just tools and communities in which people share, learn, and communicate. The approach you take to engage them sets you apart” (Solis & Brekenridge, 2009). “PR today encourages collaborative communication, enabling people to find, enjoy, and share useful information. No pithing or blasting news releases. It’s the art and science of marketing without marketing.” Solis and Breakenridge see Web 2.0 as a “chance” for PR professionals to take the lead and try to regain some momentum and credibility that the industry has lost through poorly executed efforts of the past. The authors conclude chapter three with the inspirational charge for PR professionals new and old – “It all starts with you – you are a new influencer” (Solis & Brekenridge, 2009). Chan, J. (2017) . How to Amplify Your Pinterest Marketing . Social Media Examiner. April 13, 2017 . retrieved from http://www.socialmediaexaminer.com/how-to-amplify-pinterest-marketing/ Solis, B. & Breakenridge, D. (2009) . Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR . Pearson Education . Upper Saddle, N.J. 2009

Who is lying? Comey or Trump? Or does it matter? National Geographic recently led with a story about lying – putting forth the complications that currently arise with social media, and glamorizing the most famous of all liars, which included pranksters, con artist, poker sharks and yes even Nixon. With all of these fabrications, where does the buck stop here? Is here a place that we can identify, or it just as false as the outrageous claims that seem to permeate social media and even now, the office of the President of the United States. Politifact is keeping track of all the Trump tall tales. They are so numerous that I can’t even keep track anymore. Now we are to believe that Comey is the liar and Trump is the honest one. How can anyone make sense of any of this spin mastering? I don’t know about you, but I am sick of it. I feel an incredible amount of malaise with each marginal word spoken on either side of this issue. I feel this nausea because neither side appears to be attempting to have a legitimate relationship with the truth – offering only some shade of truth, choosing an opposing side that is logically flawed in some way or another. It seems that one must either hate Trump or truly love him. It seems to me that the truth must lie somewhere in the middle…an intermediate which no one in politics, or within all of America, is willing to even explore. Pro-Trump social media trolls call engagers who challenge Trump whores, sluts, cunts, dick and/or egg heads. Opponents of Trump call his supporters fascists, just to name one characterization, and put forth the common theme “Resist.” What are we supposed to resist exactly? The election of 2016, despite whatever you may want to say about it, did in fact elect this man and put him into office. It seems that a lot of people are pissed off about that; yet, many Americans are jubilant that that happened. To tell you the truth I lost faith in the electoral process several years ago – and admittedly, I suppose that that was a mistake on my part. However, I have felt that I could best serve as an observer without taking a side. I’ve been studying the political lies for some time – since perhaps the “Iraq has weapons of mass destruction” one that has long been forgotten it seems. Lies, Lies and more lies. Many philosophers see lying as an assault on another – that is, the lie unethically influences the decision-making processes of the lied to. How can one ever make a logical decision if one cannot trust the information made available? The National Geographic article mentioned earlier, despite its apparent celebration of historical lying by the human kind over the years, does contend that we as humans tend to trust more than we mistrust. So where does this leave us in this malaise of bull shitters? I must admit that I don’t see much hope. I am without hope, and I can only see a future of more social media lies permeating our culture until the lied to can no longer invest in trusting. And, I feel once trust is lost; so goes our humanity.

Introduction A tremendous stigma exist when one is imprisoned – convicted or just awaiting trial because you can’t make bail. No matter the case, once you’re behind bars; our society has stigmatized you and has a strong pull to deny your Eighth Amendment rights to remain healthy. In an American Medical Association Journal of Ethics article Dr. Joseph E. Paris makes the case that not only based upon the Constitutional rights of inmates, our society is also ethically and logically obligated to provide health care to inmates (Paris, 2008). Consider the case of young Demetrius Manderfield, arrested and held in jail for nearly five months without the proper health care he needs for his chronic, life threatening health conditions. On the outside Manderfield would receive blood transfusions every three weeks along with pain management medications (Detroit Receiving Hospital, 2017). Since he was arrested last December, he has been denied that treatment by prison officials and physicians. He was simply given Ibuprofen for his life-threatening pain (Lange, 2017). Manderfield’s case is not uncommon, according to a Department of Medicine, Cambridge Health Alliance study that states “Among inmates with a persistent medical problem, 13.9% of federal inmates, 20.1% of state inmates, and 68.4% of local jail inmates had received no medical examination since incarceration.” The study’s findings clearly indicate a troublesome conclusion that “Many inmates with a serious chronic physical illness fail to receive care while incarcerated” (Wilper, Woolhandler, Boyd, Lasser, McCormick, Bor, & Himmelstein, 2009). Dr. Joseph E. Paris: Why Prisoners Deserve Healthcare Dr. Paris sums of the ethical issues. He writes; it makes sense from a legal, ethical, social, and public health point of view to provide health care to prisoners, but doing so creates the perceived injustice that those who behave badly are rewarded with free medical care, while those who soldier on working for low pay and resist the temptation to resort to crime are punished by not receiving free care. (Paris, 2008) Dr. Paris freely admits that he does not have a “solution to the apparent paradox.” I have mentioned the Eighth Amendment rights against cruel and unusual punishment that Dr. Paris cites. But Dr. Paris also makes the case from an “ethical, social, and public health point of view.” Dr. Paris grants that not all Americans “have the resources” to cover health care cost, but they do have options such as purchasing insurance, paying out of pocket, government assistance, and even free access to emergency services regardless “of a patient's health insurance status or ability to pay.” But he points out that prisoners have none of those choices (Paris, 2008). And what one can conclude from the Cambridge Health Alliance study mentioned earlier (Wilper, Woolhandler, Boyd, Lasser, McCormick, Bor, & Himmelstein, 2009); “many” inmates like Manderfield are left with the options of luck and perhaps divine intervention. Dr. Paris points to “social reasons too.” Most inmates will get out of prison and will be back in our society. “Proper care helps to preserve their physical function.” If their health deteriorates while they are serving time, when they get out they will become a burden on the health care system. “It is in society's best interest that recently released prisoners be free of disabling diseases.” And from a public health standpoint, percentage-wise, those who have been jailed or imprisoned have a high rate of health care issues. Once again, logic implies that denying them care will only make their health worse, and when they get out that effects all us as our health care system will be further burdened (Paris, 2008). Moreover, above the Constitution, above the ethical and social codes, and above pure logic; there are moral rights. “The idea that everyone has rights is no surprise to people living in the United States,” said Paula Tomkins in her book Practicing Communication Ethics. “For example” she writes, “there is the moral right to not be killed or tortured.” Manderfield has not even been convicted yet, but he may be getting a death sentence if he is not given the proper care that he needs. Conclusion There is a substantial, negative stigma that we as a society associate with those behind bars or who have served sentences. Perhaps it is this stigma that allows the health care provided to them be of such horrible quality. But we should look beyond that. We should look to the Constitution. We should look toward the ethics. We should look toward the societal and public health implications. But above all, we should look to our own morality and the fundamental belief that no one should be killed or tortured by another, especially by a powerful government entity like a prison system. References Detroit Receiving Hospital (2017). RE: Demetrius Manderfield [Letter to Judge Judith Levy]. Benign Hematology Clinic, Detroit, Michigan . March 16, 2017 Lange, A. (2017) . Mom: Jailed son with deadly disease isn't being treated . Fox 2 -Detroit . March 20 2017 . retrieved from http://www.fox2detroit.com/news/local-news/242768465-story Paris, J. (2008) . Why Prisoners Deserve Health Care. American Medical Association Journal of Ethics . Medicine and Society. February 2008, Volume 10(2). pp 113-115. Retrieved from http://journalofethics.ama-assn.org/2008/02/msoc1-0802.html Wilper, A.; Woolhandler, S.; Boyd, W.; Lasser, K.; McCormick, D.; Bor, D.; & Himmelstein, D. (2009) . The health and health care of US prisoners: results of a nationwide survey. American Journal of Public Health . April 2009 . 99(4) . pp 666-672 . doi: 10.2105/AJPH.2008.144279 #DemetriusManderfield #healthcareforinmates