Final Project

I am now posting my final project titled The Moveable Middle: A Brief Study of Digital Media’s Impact on Community Building and Grassroots Activism within the Lesbian, Gay, Bisexual and Transgender Community.

The paper explores how individuals and LGBT organizations are using new communication technologies to link together in an attempt to create a massive infrastructure of grassroots organizing. I was able to highlight some of the issues faced by organizations in terms of writing for digital media by using a large national LGBT organization and a small regional LGBT organization as case studies.

I want to thank Mandy Carter, the executive director of Southerners on New Ground, for allowing me to pick her brain about digital media and grassroots activism. You can access my final project by clicking on the title.

Suggestions & Improvements

One of the things that interested me most about "Writing for Digital Media" was the potential for hands on experience and practice in writing techniques for new communication technologies. I found myself a little disappointed midway through the semester when I began to realize that a better title for the course would have been "Analyzing Writing for Digital Media" or "Case Studies in Digital Media Writing."

For the most part, our assignments consisted of small 700 word posts concerning a particular aspect of writing that had been discussed throughout the the week. This usually meant finding a Web site or article and critiquing its content, design and layout. Don't get me wrong, this is a very useful exercise for getting students more familiar with strategies and tactics but it doesn't allow them to actual engage in these new found strategies and tactics.

As a class that discusses various aspects of digital writing, I feel students would have a more well-rounded experience if required to actually use multiple forms of digital media instead of just posting on blackboard and to our blogs. Some students took the initiative to link to Web sites and that's great. Perhaps all students should be instructed on how to do this (I realize it's not the Web design class, but it doesn't hurt to ask). As a side note, I had no idea how to set up a blog when I started the program. I'm grateful that my first course provided detailed information on how to do this or else I might have been lost in this course.

I think it would improve the course immensely if it were more like a craft course (such as Public Relations Writing). I was expressing my concern about the course to my partner, Lisa, and we both started talking about Apples Service Learning Courses. She had some great ideas about how to incorporate a more hands-on approach into the existing course. Here are some of our collective suggestions:

• Keep the theory and case study approach that the readings and discussion board provide, but allow students to work with small businesses or nonprofit organizations in their immediate area.
• Instead of searching for various writing examples on the Internet, students could study and analyze the organization's existing Web site, offer suggestions on the various aspects of writing techniques, offer help with editing current online content as skills are learned and then present a comprehensive final project that would benefit both the student and the organization.
• This would limit some of the other assignments, but allow students to participate in real life experience and potentially benefit organizations in the various communities.
• This is not a suggestion that students redesign a Web site but rather assist with the editing of existing content and even contribute new content for online writing. It could easily be done through e-mail correspondence between the student, instructor and organization. A student's growth and participation could be monitored by the weekly comments and summary of activities he/she posts on a personal blog.

Another thing that amazed me was the amount of participation that was required just to keep up. It seemed no matter how much time I set aside to complete my assignments, I would always be struggling at the end to finish. It's hard to follow all the threads on blackboard and have something of significance to add each week, prepare assignments, conduct research and post to other classmates blogs.

I agree that all are important aspects to the class and should remain intact. Perhaps small modifications would be beneficial: The class list of student blogs could be used as a rotating schedule by each student in order to post comments on other people's blogs. This would ensure that everyone would participate in leaving and receiving comments. There is nothing more disheartening then not having people leave comments. How do we know how we're doing unless we get feedback from our peers.

I started off posting on as many of my classmates blogs as possible and then started scaling back when I realized 1) it was hard to keep up 2) some people had left the class and it was pointless to post comments on their blogs 3) some classmates had comment functions that wouldn't work properly 4) people weren't leaving comments on my blog even when my comment section was actually working and 5) my comment/statistics section finally stopped working and I have no idea why or how to fix it.

Writing Style

I think my writing style has undergone subtle changes (for the better) during the course of the semester. It seems hard to sit down now and actually immerse myself into the thought process about what has improved or what could be better in terms of my writing.

I think in a way, burnout has settled in and is clouding my ability to be objective. I'm sure I would have a much easier time at this a few months down the road. I will definitely revisit this question and update my response at a later time (a greater understanding of my digital writing evolution will probably dawn on me mid-July while paddling my kayak around Jordan Lake).

One thing I'm sure of is that this course has really made me think about what role digital media should play in my professional and personal future. I think in time and with more experience, I will be able to tap into my target audience and better define what type of impact I would like to make. For now, I will continue with the Certificate Program and learn as I go.

1. My tone is consistent and I tend to write "full-circle" through certain thoughts or ideas.

Even though length can be detrimental to digital writing, I sometimes feel the need to be thorough in order to connect with the audience. In terms of this class, my audience consisted of classmates and instructors. I wanted to make sure my point was fully understood because I tend to write about very specific issues in connection to the LGBT community. Certain topics require a more in-depth explanation because not everyone is on the same level of experience, understanding or even comfort when it comes to sensitive material.

2. I think my understanding and application of academic writing has adjusted itself in a healthy way in order to match the needs of digital media.

I was definitely stuck in the undergraduate mindset of using concepts coined by others in order to explain my own experiences and thoughts. "Socially constructed oppression" may sound fine, but it's nothing more than just lazy, convoluted writing. The term neither defines nor extends an explanation about the type of society, the type of oppression and the ways in which it was actually constructed. I think academic writing is fine in specific settings but doesn't belong in most types of public communication. It lacks feeling, understanding, compassion and all the things that have potential to be better represented through digital media.

Semester's End

This week's assignment simply requires us to reflect upon our experience with JOMC 221 over the past 15 weeks. It's amazing how long a semester can feel at the start of a class. As the weeks wind down, I find myself feeling a sense of accomplishment, feeling thankful that I made it through the semester and feeling confused about where the hell the last few weeks went!

To be quite honest, this has been the most turbulent and bittersweet semester for a multitude of reasons. A combination of personal issues, taking on a more difficult course load and balancing work responsibilities has caused me to both love and hate this class immensely. I knew it was going to be tough, but I had no idea how challenging and demanding this course would really be...until now.

I think I had a skewed perception of the amount of time and dedication that would be required for J-221 based upon the class I took during the previous semester. Although I enjoyed that other class (it was my introduction to the Certificate in Technology and Communication Program after all), there was very little interaction with the professor and the assignments were not all that challenging. I will point out that the professor should not be blamed entirely for this - we did run into problems with student accountability.

So if my last class was like playing on a youth sports league, my current class must be the majors. Professor Brian Carroll, and my teaching assistant, Tara Kachgal, have been very accessible and wonderful throughout this whole process and I would like to thank them for that. This has been one of the best classes in terms of interaction and hands-on assistance (and that's not an easy comparison after having Dr. Lois Boynton for class!). Great care and energy were put into creating the "Writing for Digital Media" guide book and this should definitely not go unmentioned. Thanks for your dedication Brian!

Online Marketing - Orbitz and Go!

Orbitz is an industry leader in online travel. From comparing airfare prices, reserving a hotel, renting a car, booking a cruise and finding vacation package deals, Orbitz has you covered. The company has made quite a name for itself as a reliable and innovative company that caters to its customers needs. And the commercials aren't that bad, either!

One of the most interesting aspects of Orbitz is that the company openly targets lesbian, gay, bisexual and transgender travelers. In the booming industry of mainstream travel, Orbitz fully understands that some travelers might have special interests and even special needs: the ability to travel to LGBT-friendly areas, book LGBT-friendly hotel rooms, travel openly with partners and children, etc.

The company's dedication to equality is apparent not only in the "Gay & Lesbian Travel" section of its Web site, but also Orbitz's willingness to target LGBT travelers through print and television advertisements placed in mainstream media outlets.

Background Information:

Thanks to five leading airlines - American, Continental, Delta, Northwest and United American - Orbitz was conceptualized to better meet the needs of travelers and fulfill the goals of the airline industry: accessibility, usability and ease.

Orbitz is a subsidiary of Cendant Corporation and part of the Cendant Travel Distribution Services division. According to its Web site, Orbitz's "inventory includes more than 455 airlines, tens of thousands of lodging properties worldwide and 22 rental car companies." The Web site promises to provide comparative prices and to not favor or promote one company over another.

Building A Brand/Projecting an Image:

Orbitz has really hit the ground running when it comes to building its brand. By issuing multiple advertising campaigns at the same time and by utilizing multiple forms of media to convey its message, Orbitz has all but guaranteed that its brand is recognizable, getting noticed and that accurate information is coming across loud and clear: We are the company to turn to for all your travel needs.

As far as gay-specific advertising, Orbitz has demonstrated its trustworthiness and compassion to the LGBT community by including us in its mainstream advertising. For far too long, sexual minorities have had to rely only on the likes of Damron and Olivia travel to meet our vacation needs. Now that there is an increased awareness of LGBT people and our issues, we can travel in a more visible way: Open, free and unashamed.

Meeting Informational Needs:

I think Orbitz does a great job in meeting the informational needs of its customers. The Web site is probably the most important communication vehicle for the company because it allows a potential traveler to research travel options, create travel plans, purchase tickets, e-mail/print trip itineraries, view weather/travel alerts and even choose a window or aisle seat for the flight.

But the interaction with the company doesn't stop right after a customer purchases the ticket. Orbitz issues Travel Alerts and Flight Updates to the customer and his/her family or friends during the flight via e-mail, PDA, cell phone, pager, etc.

TV, Print and New Media Marketing:

For this section of the assignment, I would like to focus specifically on Orbitz's LGBT advertising campaign. I think this would be best done by providing links to the actual advertisements as featured on the Commercial Closet Web site. A short synopsis is provided as well as still-frame shots of the ad.

This first ad, called Hotel Matrix, was produced by Young & Rubicam, Inc. It is probably the most shocking advertisement because it was specifically targeting LGBT travelers and was featured on mainstream TV (something even Subaru hasn't done).

There are many examples of Orbitz's LGBT print ads but I wasn't able to find one online. These ads are usually the best of the LGBT advertising campaign and can be found in publications such as the Advocate, Out, etc.

This second ad, called Beach, was produced by Orbitz's in-house agency and is a decent example of its new media advertising. It was featured on the Internet in 2002 and served as a link to search for LGBT travel deals through Orbitz.

Online Strategies:

One of the most prominent features of Orbitz's Gay & Lesbian Travel section (and its best online strategy for meeting the needs of the LGBT community) is to provide information about some of the largest and hottest events going on around the world: International Pride events, the White Party, Dinah Shore Weekend, etc.

Links are provided for users to access travel deals and discounts, enter special contests, donate money to leading LGBT organizations and to find more information about some of the most LGBT-friendly areas in the world.

Web Suggestions:

Just like some of the Web site examples found in our Study Guide, Orbitz is a company that mainly uses its Web site to display its services. There is really no need for flash and other hyped up forms of multimedia to get across Orbitz's message. I think the print ads and television spots do a great job at grabbing attention and it would be in Orbitz's best interest to not distract or discourage customers from purchasing tickets. The advertising that is featured on the site certainly gets the job done.

I am happy that Orbitz displays a prominent link to its Gay & Lesbian Travel page (right alongside its Family Travel link). I feel that there is a nice balance between content and links to outside advertisements. As well, the images are appealing and grab the user's attention. As far as specific suggestions, the white background of the site is a little bland. The page is mostly covered with blue hyperlinks stacked one on top of the other and it can make the content hard to read. It would also be nice to see the marionette that is featured in some of its television campaigns somewhere on the Web site. It helps to bring continuity to the site/message and helps spark brand recognition.

Public Relations in an online environment

Blogger.com was down last night, so I'm posting this now.

This week's assignment has been like a shot of pure caffeine for me. I not only get to talk about public relations, which I studied in college and hold close to my heart, but I also get to talk about coffee. Who wouldn't love that?!? I take pride in being a coffee connoisseur and admit that I am somewhat of an addict. I like this tasty little beverage hot, iced, plain, all froufroued into a specialty drink and even in the ice cream version! Forget the tall, grande is for wimps, bring on the venti!

There is nothing like the local, independently-owned coffee shop you often find around college towns or in the quaint downtown area of Small Town, USA. In working on this assignment, I soon realized that I would be hard pressed to find online public relations strategies, much less a Web site, for these establishments. Instead, I turned to the monsters of the coffee world. That's right: the branded, marketed, franchised and ever-expanding stores that lurk on every corner and in every airport: Starbucks, Caribou and Panera Bread. Let's take a closer look.

Case Study #1: Starbucks (www.starbucks.com)

Starbucks is perhaps the most well-known coffee shop around the world. Go to any major city, from Raleigh to London to Paris, and you will surely find one on the corner beckoning you in with the aroma of roasted beans and frothy drinks. Perhaps you are jet-setting between these cities. Don't worry, Starbucks is just a terminal away!

Who are the target publics?

I think one of the main publics for Starbucks is the 20-30 something, young professional. Someone with a fast-paced life who has just enough time to grab a cup of coffee while placing calls on a cell phone, sending text messages or reading e-mail.

Another public would be people who commute often, either by plane or car. Not only are Starbucks stores featured in some of the busiest airports in the country, but the corporation has also introduced drive-through only shops in highly congested cities.

Overall, the company attracts people who are knowledgeable about coffee and tend to know exactly what they want.

How does the site serve those publics?

The Starbucks Web site is a one-stop shop for someone on the go. A visitor can add money to their Starbucks Card, buy coffee products or merchandise (including the latest Starbucks compilation CD), register to win trips, get the latest nutritional information about specialty coffees and pastries and sign up for an exclusive e-newsletter.

How does the site encourage repeat visits?

From my experience, the site really doesn't change that much. I think the way it encourages repeat visits is by promoting contests, providing information about coffees of the month and by advertising sales on Starbucks merchandise. The site could do a lot more to promote its Wi-Fi capability at most locations and to highlight how much Starbucks does for the community.

How does the site serve the press?

Starbucks has a nice "about us" section that is displayed as a side tab and is specifically tailored for investors, potential employees and members of the media.

It offers information on the history of coffee in general and detailed information about the company as a whole. As well, there is information on investor relations, job opportunities at the career center, a section highlighting the company's dedication to social responsibility and information on international stores.

The best link for reporters is the press room, which gives access to press release archives, allows them to contact the Starbucks World Wide Public Affairs department by filling out an online form and to request a speaker from the company.

Case Study #2: Caribou (www.caribou-coffee.com)

Caribou has quickly become my favorite place for drip coffee because of the spectrum of roasts that is used. The stores have a cozy, intimate atmosphere with just the right mix of fun. When's the last time you answered the daily trivia correct and got 10 cents off your drink? Game of Scrabble anyone?

Who are the target publics?

Caribou has a completely different feel than that of Starbucks. I think the store's main public consists of down-to-earth, outdoorsy people who like a peaceful environment to visit with friends and just hang out. It's a great place to read a book, chat with friends, or even catch a nap!

Another public would be nonprofit organizations that are interested in having meetings catered with Caribou coffee and pastries. Some locations even offer a large room, which can be reserved ahead of time, for any group that is interested in holding a meeting at the actual store. This is a commitment to community involvement and a hand-up for organizations that can't afford to rent adequate office space.

How does the site serve those publics?

Caribou's site is similar to that of Starbucks in that it offers a list of drinks and pastries featured on the menu, information about how to add money to a Caribou Card, purchase products online, find store locations and promotions about the latest products.

How does the site encourage repeat visits?

The site has a more friendly and colorful layout. It features quick coffee facts and trivia questions similar to those found at various store locations. It also allows visitors to sign up for coupons and free gifts when registering a Caribou Card.

How does the site serve the press?

The site offers a corporation profile that includes information about its mission and values, diversity within the company, the leadership team and information about Wi-Fi partners. It also offers a store tour, a section on frequently asked questions, information about Community involvement, Social and Agricultural Responsibility, and contact information.

The section most important to reporters in the link to the press room, which offers archived press releases and contact e-mail specifically for media inquiries.

Case Study #3: Panera Bread (www.panerabread.com)

I have to admit that I really don't like the coffee at Panera Bread. Maybe it's the establishment here in Chapel Hill, but there seems to be no consistency in the quality of their drip coffee. As well, in the land of expensive specialty coffees, Panera doesn't really measure up. With that being said, their sandwiches and soups are out of this world! Mmmmmmm.

Who are the target publics?

The seems as though the main public is anyone who is looking for a hearty meal. Individuals who are carb-conscious need not fear, Panera offers a selection of low-carb breads and meal substitutes.

Another major public, which Panera is pursuing quite heavily with its "Via Panera" promotion, is small businesses, nonprofit organizations and larger corporations that might be interested in catering.

How does the site serve those publics?

The site is very easy to navigate and provides information about the menu and nutritional value, locations, the Panera Card, Bread e-news, Breadwise newsletter, Bread Homage (including small blurbs about the bread's sight, sound, smell, touch and taste) and a historical look at The Story of Bread.

The thing that surprises me the most is that, out of all three of these companies, Panera is the one that makes information about the store's Wi-Fi access the most noticeable and readily available (perhaps because the connection is free). The other places specialize in coffee, which usually makes it easier to do work. Panera is a restaurant that specializes in sandwiches and soups. Try getting bread crumbs out of your laptop!

How does the site encourage repeat visits?

The site offers a variety of recipes, allows users to check the balance of their cards and gives information about the latest Panera products. Other than these few highlights, there really isn't an incentive to return to the Web site.

How does the site serve the press?

The About Us section gives comprehensive information about the corporation by breaking it down into key sections: Company Overview, Investor Relations, Franchise Information, Career Opportunities, In the Community, Awards and Recognition and Contact Information.

The section that is most useful to reporters is the Press Room, where the company offers information about Press Kits, Press Release archives, a Photo Gallery, Best-of Awards and information about media inquiries.