Factors Which Affect Peoples Travel Patterns Tourism Essay

Factors Which Affect Peoples Travel Patterns Tourism Essay This essay will discuss the extent to which the form and structure of the city, along with its transport network influences individual travel patterns. The different types of areas within metropolitan Perth will also be taken into consideration. Due to the fact that the size of a city correlates with its density, the densest cities tend to also be the largest cities, which will in turn mean that people living in such a city are expected to embark on longer commutes. According to Brindle, there is a small but significant relationship between residential density and car ownership: a large increase in residential density is associated with a small decrease in car ownership. It can also be deducted that the primary determinants of car ownership in a home include the size of the household, income, and the number of workers per household. Transit availability is also a significant factoring determining car ownership. (Brindle R 2003) Recent research shows that peoples travel behavior is related to certain characteristics of the built environment. This kind of travel behavior which includes trip-making frequency, distance and time travelled havebeen studied for a variety of land use patterns, street networks and streetscape design features. Table 1gives a synthesis of past research on urban form and travel behaviour relationship. Broadly, it can beobserved that studies related to urban form and travel patterns originate from diverse sources andencompass a variety of geographic scale and locations. To add to this diversity, many differentcharacteristics of urban form too have been examined in these studies and travel patterns have beenmeasured in a number of ways. This section brings together the urban form indicators used and results ofrecent studies concerning urban form and travel patterns.Travel patterns are a result of individual choice to pursue activity at another location, choice ofdestination, choice of mode, choice of route and time (Munshi, 2003). Thus travel is a function ofcharacteristics of the base location (origin of the travel) and the environment surrounding the baselocation. The surrounding environment to the base location has been studied in various terms, e.g.through distance to opportunities, like distance to city centre or sub centres. Distance to the city centrehas been studied in relation to travel distance and transport energy consumption by (Naess and Sandberg,1996; Stead and Marshall, 2001; Mogridge, 1985). Another indicator of the surrounding environment tothe base location is related to the mixing of land use as this is assumed to affect the physical separation ofactivities in the environment surrounding the base location and therefore is a determinant of travel Page 3 XIII Back to menu Retour ausommaire 3 demand. It has been mainly measured as the job ratio and has been studied in relation to journeyfrequency in (Ewing, 1995) as well as in relation to proportion of trips made by non-motorized modes in(Cervero, 1989). The proportion of residential to non residential use has also been studied in relation to atransport mode index in (Zhang and Guindon, 2006). An aggregate measure of land use mix (termed asdiversity) was examined by Cervero and Kockelman (1997), who report a link between land use mix andtotal non-work travel distance. The provision of local facilities and services may clearly reduce traveldistance and increase the proportion of short journeys capable of being travelled by non-motorizedmodes. Winter and Farthing (1997) reported that the provision of local facilities in new redevelopmentreduces average trip distances. Hanson (Hanson, 1982) reports similar findings, showing that theproximity to local facilities is positively associated with average distance taking into account averagesocio-economic characteristics of the trip maker. The type of neighbourhood at the base location is alsoknown to affect travel as reported in Cevero and Kockelman (1997). They found that neighbourhoodswith high proportion of four-way intersection and limited on-street parking abutting commercialestablishment tended to have an average less drive-alone travel for non-work purposes. Factors which affect peoples travel patterns Humans are naturally built to move around and travel. As soon as a person starts growing and has the strength, the person begins to go to various destinations and starts crawling around the house or running around, or walking to a friends house. As adults we frequently hurry to vehicles to go off somewhere. According to their age and other socio-demographic factors, people travel to various places by many modes. As it is though, the environment in which we currently live is planned for and traditionally suited to automobile travel. This narrow transportation planning vision compromises all of our travel decisions, but increasingly so for children and the caregivers who must provide them transportation to their important activities such as education and social events (Beauumont and Pianca 20023.2 Transportation Mode and Spatial Learning Although studies carried out by cognitive mapping researchers point to a connection between spatial learning, and travel patterns, not much can be concluded about the manner in which existing transportation infrastructures affect peoples travel patterns and route selection. Recent research suggests that transportation infrastructure and modal networks such as transit routes, sidewalks, local streets, bike lanes, freeway networks and roads does have an effects on the travel behavior and the development of cognitive maps.The hierarchical nature of both transportation networks and land use systems in an urbanenvironment can affect the cognitive mapping process. In general, the more significant aparticular pathway or landmark is to an individuals navigation, the more it will dominate thecognitive map (7). The hierarchies of pathways in a region, such as highway and freewaysegments dominating arterial and main roads, which in turn dominate local community andneighborhood street systems, contribute to the hierarchical organization of cognitive maps. Infact, individuals will recognize elements in the environment more quickly if primed by a cue Mondschein, Blumenberg, and Taylor6from the same portion of their regional hierarchy. Zannaras also found that the layout of a citysignificantly explained variations in the accuracy of wayfinding and location tasks (20). Sectorally-organized cities proved the more effective for remembering locations, whileconcentrically-organized cities made wayfinding and location tasks more difficult. Likewise,familiarity, or route learning, is clearly an important part of both route selection and modechoice because familiarity is dependent on repeated experience. Stern and Portugali highlighttwo aspects of route familiarity: [1] Familiarity with city structures, specific experience of a given locality in the city, and a general familiarity with the road hierarchy, signage, and traffic also affect peoples travel patterns. People who made use of different modes of transportation and travel tend to develop different degrees of familiarity with each transport system. This shows that individuals who use different transportation networks, will understand the same urban environment from differing perspectives. For example automobile users and transit users, will understand a given city in very different ways. Much of the scholarship on cognitive mapping has focused on drivers and the street andhighway network (22). This emphasis is likely due to the dominant role of automobiles as wellas the route flexibility associated with using the street network. Yet preliminary evidencesuggests that cognitive maps are differentially shaped by alternate transportation modes. Forexample, we know that individuals who rely on public transit or walking, on average, travelshorter distances and travel less frequently than those who travel by motor vehicle. Therefore,one can hypothesize that the scope of their spatial knowledge would be more limited anddifferently configured (by, for example, the network of transit routes) than those who rely onautomobiles and can travel longer distances at greater flexibility and speed. The quality and detail of spatial maps also may differ by mode. In a study of childrentraveling to school, active modes of travel, such as walking and biking, appear to contributemore to the development of spatial knowledge than passive modes of travel, such as beingchauffeured by an adult or riding in a school bus. Specifically, walking and cycling to schoolhave been found to increase knowledge of the environment in comparison to children who arebused (23). These results suggest that variation in transportation mode may result in verydifferent levels of functional accessibility for individuals from otherwise similar socioeconomicor cultural backgrounds. Finally, research also suggests that travel behavior is influenced by perceptions ofdistance which affect the decision to stay or goà ¢Ã¢â€š ¬Ã‚ ¦the decision of where to goà ¢Ã¢â€š ¬Ã‚ ¦[and] thedecision of which route to take (24). Cognition of environmental distance is influenced bypathway features, travel time, and travel effort which are substantially different depending ontravel mode (25). The characteristics of travel by transit, which include indeterminate waiting attransfer points and walking trips between services, may add to cognitive distance in a way thatauto travel does not.Drawing on a path-based theory of spatial learning, differences in cognitive mapsbetween socioeconomic groups may also be explained at least in part by the different travelpatterns of those groups. Certainly, adults in higher income households are more likely to havereliable access to automobiles. In contrast, over one quarter of low-income households do nothave automobiles and are transit dependent (26). But transit use is also high among adults inlow-income households with automobiles since oftentimes there are too few vehicles toaccommodate the number of household drivers. In addition to the well documented role that cognitive maps play in explainingwayfinding and route choice, we hypothesize that travel by different modes in more or lesstransit- and pedestrian-friendly areas systematically manifests in individuals cognitive mapsstructured more by transit networks (i.e. transit lines, stations, and stops) than by the arterials,Mondschein, Blumenberg, and Taylor7collectors, and local streets that make up urban street networks. In other words, a modallyspecific wayfinding experience significantly and systematically influences the formation ofcognitive maps. And these maps, in turn, influence trip generation, trip distribution, and modechoice The impact of differences in socio-demographics on personal travel behavior Individuals generate extremely complex travel-activity patterns as they participate in daily activities at different times and in different locations many researchers have conceptualized this observed behavior patterns as the outcome of choices made within constraints. The preferred activity choices utility maximization is employed. Maintenance of an individuals schedule is the key service, this helps activities to be scheduled, the individuals all have an agenda and all negotiate with other individuals to schedule social activities more especially negotiating about participants, location and time. Individuals update their state after participating in an activity and this depends on their satisfaction with their activity and no doubt individuals will come across new people as a result of this activities Another important service happens to be the maintenance of a personal network because just as their activities are influenced by their social network, their network in turn is influenced by their activity participation; individuals may visit or learn about new locations, they will also keep track of these locations they are familiar with, they will likely share them with others which is a form of influence Interaction design: interaction between agents are an important component of agent- based applications. Agents have agenda, interact and negotiate with others to schedule social activities and it includes participants, locations and time, agents interactionx have several components, the negotiation set ( the possible proposal) strategies, a rule to determine that the interaction is complete (Wooldridge, 2002) Fatima et, al (2002) explains three methods for dealing with issues in multi-issue negotiation: all issues discussed together, issues discussed separately or issues discussed one after the other. It has been shown that proposing complete deals at each step is computationally more complex because it has such advantage as pareto optimality (Fatima et al 2006). For the negotiation set, list of activity pattern has been developed including the activity purpose and location as well as indication of which acquaintances are likely to be involved and when interacting with colleagues likely during the week while weekend is for family visit In the model, it is difficult to decide issues independently eg the activity is likely to determine time, location etc and the order they should be discussed, should the activity or the location be decided first? However the choices sets for certain issues are decided independently. The protocol proceeds as follows the host proposes an activity to one or more of its acquaintances eg time and location could be there the respondent gives possible days and time they will be available, the host adjust the time to make it convenient for many to be available the respondent suggest location, the host creates intersection amongst those received, the host creates list bof potential activities, the respondent ranks them the host determinesa best activity based on every ones ranking and informs respondent of the details The effects of urban form and structure on personal travel behavior The relationship between city structure and travel behavior has been extensively researched by urban economists, geographers, and city planners. There has been a steady increase in the rate of car ownership and use in the twentieth century. There also seems to have been a steady decline in the use of transit and other modes, and the decentralization of both population and employment. Trends in travel and land use have complimented and re-enforced one another: growingcar ownership generated demand for highways, development of the highway systemchanged accessibility patterns, and population and jobs responded to these new patternsof accessibility (Jackson, 1986; Muller, 1981, 1995). By 1990, the suburbs of USmetropolitan areas were home to about 62 percent of the metropolitan population and 52percent of the jobs. At the same time, per capita car ownership and travel have reachedall-time highs (Pisarksy, 1996). 1 This section is drawn from Giuliano, 2000.2 See reviews by Giuliano, 1995; Anas, Arnott, and Small, 1998; Pickrell, 1999. From a broad perspective, city form, structure, land use and transportation trends are quite closely related. However, the historical record does not necessarily provideuseful evidence for understanding land use and transportation at a single point in time,and the empirical research on relationships between daily travel and land usecharacteristics is far less clear. Metropolitan Size and DensityExtensive research has been conducted on the relationship between metropolitandensity and modal split, commute trip length and total automobile travel. Newman andKenworthy (1989a, 1989b, 1998) conducted comparative studies of per capita gasolineconsumption and metropolitan densities. A comparison of cities around the worldyielded a non-linear relationship of increasing per capita gasoline consumption withdeclining density. Their work has been extensively criticized, primarily because percapita fuel consumption is an indirect measure of auto travel and because they fail toaccount for many other factors which affect automobile use, such as the employment rateor household size (Gordon and Richardson, 1989; Gomez-Ibaņ ez, 1991). Pushkarev and Zupan (1977) documented a positive relationship betweenpopulation density and transit use, using data from 105 urbanized areas for 1960 and1970. Gordon, Richardson, and Jun (1991) found that cities with higher average densitieshave longer automobile commute times than those with lower average densities. Notingthat density is a measure of concentration, the authors conclude that shorter commutesindicate greater efficiency of low density urban form: decentralization of both populationand jobs allows people to economize to a greater extent in selecting their job and housinglocations. The effects of various transport networks and service patterns on personal travel behavior. The personal travel environment can be described in terms of such dimensions as à ¢Ã¢â€š ¬Ã‚ ¢ Location à ¢Ã¢â€š ¬Ã‚ ¢ Access to the central-place system of the region (Christaller, 1933) à ¢Ã¢â€š ¬Ã‚ ¢ Access to work, shopping and leisure facilities à ¢Ã¢â€š ¬Ã‚ ¢ Provision of infrastructure facilities à ¢Ã¢â€š ¬Ã‚ ¢ Public transport supply à ¢Ã¢â€š ¬Ã‚ ¢ Settlement structure and density à ¢Ã¢â€š ¬Ã‚ ¢ Topographybut also in terms of certain configurations, such as suburban structures, urban blocks or de-tached house-settlements. As an outcome of this differentiation and of the functional separa-tion in general, the individual environments offer different opportunities with regards towork, shopping or leisure activities.This paper analyses the interactions between these spatial dimensions, the individual charac-teristics of the travellers and the observed travel behaviour. The Personal Travel behavior of various individuals is affected by transportation network and service pattern in a city. This personal travel behavior which includes both the short-term and long-term travel choices of individuals in the city constitutes some central elements like car ownership and season tickets for public transportation, as well as destination, mode, activity and choice of location. Going by recent research and literature, there hasnt been any consensus reached about the effects of city spatial structure on personal travel behavior. Generally, there are differeing opinions about thsis. Some studies suggest that the impact of transportation network and service pattern on personal travel behavior is rather small (Bagley and Moktharian, 2000; Schimek, 1996;Petersen and Schallabà ¶ck, 1995; Downs, 1992; Schmiedel, 1984). Some other studies lean towards the conclusion that at least some variables are dependent on the transportation network, spatial structure and service pattern obtainable in the city. (Ewing andCervero, 2001; Newman and Kenworthy, 1999; Wiederin, 1997; Holz-Rau, 1990; Sammer etal., 1990). Travel behavior is also affected by accessibility of facilities. this also goes to show the efforts of the surrounding residential area on individual travel behavior. If a person is able to reach a range of facilities within walking distance, then the probability of a locally oriented travel behavior with smaller distances will increase, as well as increased number of walking trips The reason for this contradiction is not a basic difference in the assumptions accepted, butrather the selected spatial variables and the approaches used. à ¢Ã¢â€š ¬Ã‚ ¢ Spatial structure: For example, some investigations concluding space- independence of travel behaviour characterise the spatial structure of areas only bythe number of inhabitants a variable known to have little explanatory power inother investigations, either. According to other studies the accessibility of facilities is one of the most important spatial variables (Kitamura, Akiyama, Yamamoto andGolob, 2001; Handy and Niemeier, 1997; Simma, 2000). à ¢Ã¢â€š ¬Ã‚ ¢ Approaches used: The question, whether the analyses are conducted at an aggregate or disaggregate level, has influence on the results. Mostly, the results at an aggregatelevel are more conclusive than the results at a disaggregate level. One reason for thisis that other factors influencing travel behaviour are normally not included in aggre-gate models. But especially these factors can be very important, as disaggregatemodels have shown (Bagley and Moktharian, 2000; Simma 2000).The remainder of the paper is organised as follows: First, the study area and the computationof accessibility measures is described followed by a description of the data source used forthe analysis. Then the modelling approach Structural Equation Modelling is briefly out-lined. The core of the paper is the discussion of disaggregate person-level models for twomain trip purposes (shopping and working). The results are summarised and interpreted in thediscussion. Based on this recommendations are given. 2. Study area: Upper Austria The general focus of the study the interactions between the spatial structure, personal char-acteristics and travel behaviour cannot be investigated without a specific spatial frame. Inthis case, the Austrian province (Land) Oberà ¶sterreich was selected for two main reasons. à ¢Ã¢â€š ¬Ã‚ ¢ Availability of suitable travel survey data: The provincial government of Up-per Austria conducted a very detailed and quantitatively rich travel survey in1992, whose data was available for the study. Additional spatial variables foreach municipality were added. à ¢Ã¢â€š ¬Ã‚ ¢ Small Austria: Upper Austria can be regarded as a scale model of Austria.All regional types which can be found in Austria also can be found in UpperAustria a big agglomeration from an Austrian perspective, alpine regions, in-dustrial areas and less developed rural regions. Page 5 2.1 General description Upper Austria is one of the nine Austrian provinces. It is located west of Vienna, east of Mu-nich and south of Prague. It has a size of 12000 km ² and about 1.3 million inhabitants. At avery general level Upper Austria can be divided into three parts into the Bà ¶hmische Massivin the north of Upper Austria, the Alpenvorland in the centre of the province and the Alps inthe south.The northern part of Upper Austria is disadvantaged in several ways. This area is neither wellsuited for agriculture nor for tourism. Additionally the border to the Czech Republic wasclosed for the five decades of the Cold War. As a result, the opportunities for industrial de-velopment after World War II were limited. The situation is different in the other parts of Up-per Austria. The Alpenvorland is the centre of agriculture and industry, including a number oflarge scale factory complexes in the main cities. Half of the population lives in the Alpen-vorland, and 13 of the 15 largest towns are situated here. The Alps, especially the Salzkam-mergut with its lakes and the skiing areas, are dependent on tourism, including second-homeownership.Upper Austria consists of 15 districts, three cities with district status (Linz, Steyr and Wels)and 445 incorporated municipalities. The respective district capitals are both centres of thelocal administration, as well as of shopping and industrial location for their area. Linz is thecapital of the province and by far its largest city. The 445 municipalities are very different intheir spatial, socio-demographic and economic characteristics. The provinces overall struc-ture can be characterised as follows (see Table 1 for a more detailed description of the spatialattributes). à ¢Ã¢â€š ¬Ã‚ ¢ Distribution of the inhabitants: 26% of the municipalities have less than 1000inhabitants, 40% of the municipalities have between 1000 and 2000 inhabitantsand further 18% of the municipalities have between 2000 and 3000 inhabitants.Only one municipality has more than 100000 inhabitants Linz. à ¢Ã¢â€š ¬Ã‚ ¢ Location of the municipalities: The location of a municipality can be describedby two distance-variables the distance to the relevant district capital and thedistance to Linz. For the districts along the border to the Land Salzburg, Salz-burg is the relevant main centre for employment and shopping. The distance toSalzburg replaces the distance to Linz for all municipalities, where more resi-dents recorded trips to Salzburg than to Linz. à ¢Ã¢â€š ¬Ã‚ ¢ Number of accessible facilities: The number of accessible facilities is a meas-ure for the supply of activity opportunities for a particular household. It is high,if a household can reach a shop, a supermarket, a bank, a post-office, a kinder- Page 6 garten, school, a pharmacy and a doctor in walking-distance (ten minutes). Itequals zero, if the household cannot reach any facility within this time. In everymunicipality there are at least some households which cannot reach any facilitywithin a reasonable walking distance. à ¢Ã¢â€š ¬Ã‚ ¢ Share of working women: Between 25 and 50% of the women in a municipal-ity are working. This variable is used in the models, because it characterises theimportance of the traditional nuclear family and the sex-specific division of la-bour within the municipalities. à ¢Ã¢â€š ¬Ã‚ ¢ Commuting: Because workplaces are mainly concentrated in Linz and the dis-trict capitals, people in the small villages often have to commute. In some mu-nicipalities more than 80% of the working adults are commuters. à ¢Ã¢â€š ¬Ã‚ ¢ Share of farms: In some communities, the agriculture is still dominant indicat-ing a relatively low state of development. The importance of the agriculture maynot only be shown by its share of employees, but also by the share of farmsamong all buildings. The latter variable is especially interesting because manyfarms are run by farmers on a part-time basis.Table 1Descriptive statistics for the municipalities of Upper Austria (445 municipalities) MeanStandarddeviationMinimumMaximumNumber of inhabitants308110530245208727Distance to district capital1710059Distance to Linz (Salzburg)46210143Number of reachable facilities (mu-nicipality level)2.61.407.2Number of reachable facilities(household)3.93.208Share of farms1912069Share of commuters62111584Share of working women3642550 These figures are calculated for each single municipality without considering the neighbour-ing municipalities and their attributes. Statements across municipal borders can be made byapplying accessibility-measures. Page 7 2.2 Accessibility measures There is a wide range of possible definitions for the term accessibility, such as the potentialof opportunities for interaction, the ease of spatial interaction or the attractiveness of anode in a network taking into Travel is derived from activities that involve people participating in things such as school, work, sport, shopping, social events leisure. Activities that is non-discretionary such as work and school can be explained in part by the travelers socio-demographic characteristics and generalized travel cost (Hackney and Marchal, 2007). Other things not easily predictable are long term decisions such as moving to a particular town, participating in other activities etc, the reported purpose for a large number of trips are social and leisure ranging from 25 to 40% for various countries (Axhausen 2006). Interest people in activities participation is as well driven by our changing use of information communication technology, the need for physically visiting places is drastically reduced by the use of internet for activities such as banking, shopping and participating in online communication or conversation and in overall, it affects peoples travel behaviors. People could change their activity schedules and their transport plans on the fly as a result of receiving information via a mobile phone whilst traveling or participating in an activity outside the home. A graphic representation of individuals and their relationship could be seen in social network, if these social networks are well understood it will lead to a better prediction of social activity schedules and forecast of travel patterns and demand for urban facilities more especially those that have to do with social and leisure activities. The understanding of these social networks comes in handy in influencing the urban design of residential areas and public spaces in order to encourage participation in social leisure activities in local communities. Trip destination is determined by the members of ones social network because that is where the social activities go towards. Mc Pherson et, al. (2001) defined homophile as principle that contact between similar people occurs at a higher rate than among dissimilar people, some of the attributes used as similar measures includes age, social class, occupation, abilities etc. distance plays a key role in the maintenance of relationships. McPherson et al (2001) claim that the most basic source of homophily is space because according to him we are more likely to have contact with those who are closer to us in geographic distance than those who are distant. People influence each other by providing information or observing behavior eg a friend tells you about a barbing saloon and you wish to go get a haircut there. Other factors that indirectly influence travel behaviors includes moving closer to ones workplace, family or choice of vehicle. Greater proportion of travel has to do with social/leisure purposes; there is every need to understand the reason behind these. Agent based modeling is commonly used for applications where the behavior and intentions of heterogeneous individuals as well interactions between individuals is required. Lists of attributes have been presented by Bonabeau (2002) and Macaland North (2006) that systems should possess in order for agent based modeling to be considered include; relationship form and dissolve, agents have dynamic relationship with other agents, agents have a spatial component to their behaviors and interactions . These are complex relationships and interactions between individuals and the individuals situated ness in an urban environment, each agent will have some level of satisfaction and will derive utility from sharing objectives, if along the line they are not satisfied with this current situation, then they will try to change it. The same applies to their involvement in the community, it depends on their needs The environment has a network representation derived from the actual road network. These links contain attributes for the actual distance and ideas of travel times for different modes. Nodes exist at a point in space and mostly contain location that represent where joint activities take place or can be undertaken; there are different types of location and each type has a set of attributes, the major distinction between private and public residence (eg museums, parks, restaurants, gyms etc) they have opening hours Personal social network defines each persons acquaintances, each pair has a type of relationship (eg friend, work etc) and can also tell how long they have seen each other, this model also contain neighborhood, here groups are formal and informal clubs that the individual is a member of eg special interest clubs, sports club etc, here the individual is effectively connected to many people, some connections may remain as friends even when the individual has left the club, t

Colon Cancer Essay -- essays research papers

Colon Cancer What is the disease? Colon and rectal cancer develop in the digestive tract, which is also called the gastrointestinal, or GI, tract. The digestive system processes food for energy and rids the body of solid waste matter (fecal matter or stool). Colon cancer and rectal cancer have many features in common. Sometimes they are referred to together as colorectal cancer. Over 95% of colorectal cancers are ad enocarcinomas. These are cancers of the glandular cells that line the inside of the colon and rectum. Other, less common type of tumors may also develop in the colon and rectum. Carcinoid tumors develop from hormone-producing cells of the intestine. Gastrointestinal stromal tumors develop in the connective tissue and muscle layers in the wall of the colon and rectum. Lymphomas are cancers of immune system cells that typically develop in lymph nodes but may also start in the colon and rectum or other organs. Colorectal cancers are thought to develop slowly over a period of several years. Before a true cancer develops, there usually are precancerous changes in the lining of the colon or rectum. These changes might be dysplasia or adenomatous polyps. A polyp is a growth of tissue into the center of the colon or rectum. Some types of polyps (hyperplastic polyps and inflammatory polyps) are not precancerous. However, having adenomatous polyps, also known as adenomas, does increase a person’s risk of developing cancer, especially if there are many polyps or they are large. In contrast to the inward growth of a polyp, a true cancer can grow inward toward the hollow part of the colon or rectum, and/or outward through the wall of these organs. If not treated, cells from the tumor may break away and spread through the bloodstream or lymph system to other parts of the body. There, they can form "colony" tumors. This process is called metastasis. The colon has four sections. The first section is called the ascending colon. It extends upward on the right side of the abdomen. The second section is called the transverse colon since it goes across the body to the left side. There it joins the third section, the descending colon, which continues downward on the left side. The fourth section is known as the sigmoid colon because of its S-shape. The sigmoid colon joins the rectum, which in turn joins the anus, or the opening where waste matter passes o... ...lon cancers develop from adenomatous polyps. Polyps are precancerous growths in the colon and rectum. Removing them can lower a person's risk by preventing some colorectal cancers before they are fully formed. Is diet a part of this cure? People can lower their risk of developing colorectal cancer by managing the risk factors that they can control, such as diet and physical activity. It is important to eat plenty of fruits, vegetables, and whole grain foods and to limit intake of high-fat foods. Physical activity is another area that people can control. Even small amounts of exercise on a regular basis can be helpful, at least 30 minutes of physical activity on most days. Also, achieving and maintaining a healthy weight. Some studies suggest that taking a daily multivitamin containing folic acid or folate can lower colorectal cancer risk. Other studies suggest that increasing calcium intake via supplements or low-fat dairy products may lower risk. Studies of vitamin A, C, D, and E supplements have yielded conflicting results, and additional research is needed. Work Cited National Cancer Institute, http://cancernet.nci.nih.gov/wyntk_pubs/colon.htm

Anti-Defamation League Essay -- Race Racial Ethnicity Essays

Anti-Defamation League Lawyer Sigmund Livingston in Chicago, IL started the ADL in 1913, with the mission: "to stop, by appeals to reason and conscience, and if necessary, by appeals to law, the defamation of the Jewish people. . . to secure justice and fair treatment to all citizens alike. . . put an end forever to unjust and unfair discrimination against and ridicule of any sect or body of citizens." The ADL has gone from having a small office in Chicago to 30 regional offices as well as international offices in Moscow, Jerusalem, and Vienna. The ADL, as a well-respected political interest group, has been active in influencing United States foreign policy in Middle East countries, such as Israel. Today, under the leadership of National Chair, Howard P. Berkowitz and National Director Abraham Foxman, the ADL remains as the leading opponent of anti-Semitism and they continue to expose all forms of injustice, prejudice, and bigotry. ADL’s primary goals as a religious organization are to bring about social change through the elimination of bigotry and hatred by influencing government legislation. Specifically, one piece of legislation the ADL is working against is the implementation of school vouchers. It is ADL’s position that by using government funds to support vouchers, the quality of education at the public schools will decrease. I completely agree with this position. Education reform doesn’t mean destroying one institution that helps a large majority to promote elitist institutions that only benefit a small minority. The ADL is very large organization with vast influence benefiting millions of people around the globe, and according to Olson’s collective action problem members could be dissuaded from parti... ...ias. The ADL’s religious interests are mainly to promote the interest and betterment of Jews. So to listen to ADL and make legislative changes accordingly is to create a hierarchy among religions that shouldn’t be a part of the government. Even though, I may not agree with everything the ADL says, I think that what they are trying to do is incremental in bringing about the change necessary to improve our society. Works Cited: Bahrampour, Tara & Anthony Ramirez (2001). New Monitor For Hate Groups [Electronic version]. New York Times, B5.1. Falconer, Matthew (1999). Filter blocks hate-promoting Web sites [Electronic Version]. Boston Globe, A40. Olson, Mancur (1965) from Nivola, Pietro S. and David H. Rosenbloom (1990), Classic Readings in American Politics, 2nd Edition, pages 225-240. New York: St. Martin’s Press, Inc.

Case Study Lonely

1. Prepare a report in which you analyze the marketing channel conflicts and cannibalization issues that Lonely Planet faces as it is currently operating. Suggest solutions that might reduce revenue losses or operational frictions that result from these issues. Channel Conflict: when sales through the company’s web site interfere with sales in that company’s retail stores. The potential for significant channel conflict exists in Lonely Planet with the same product (books or content) being sold via multiple channel. Lonely Planet has worked hard to minimize channel conflict by selling books on their website only at the recommended retail price, therefore it does not undercutting their retail resellers. Moreover, most retailers hold only a small selection of the five hundred Lonely Planet titles, and for the many titles they do not hold, channel conflict is minimal. The CitySync product is also carefully positioned to reduce channel conflict, since it targets a specific segment (time-poor, cash-rich travelers) with a new offering that is somewhat different from the existing Lonely Planet city guidebooks. However, over time there may be some conflict between CitySync and products such as customized guidebooks. Cannibalization: The loss of traditional sales of a product to its electronic counterpart. The well-known travel guides company, Lonely Planet gives a lot of guides for free on its website. A few years ago, many major travel-guide publishers were concerned that Lonely Planet website will hurt their sales. If travelers have to travel on board, they could just go on the website in order to read all the information they need without buying the Lonely Planet travel guide paper version. But far from cannibalizing sales instead, the net has helped publishers build their brands and expand into new territory. Moreover, giving information on its own website is a way to do free advertising. Without this display of guides on the website, customer would not have bought the travel guide paper version. Lonely Planet and other leading publishers have recorded growth rates of 15% to 25% per year over the past four years, as much as their guidebook content has migrated online. 2. Prepare a list of a new products that Lonely Planet might introduce to take advantage of Internet technologies (including wireless technologies for mobile devices) and address customer’s concerns about the timeliness and currency of information in the printed travel guides. Briefly describe any problems that Lonely Planet will face as it introduces these new products. In 2008, Lonely Planet launched Pick & Mix which enables travelers to go to a section of the Lonely Planet Website ( http://shop.lonelyplanet.com), select the country or region to which they are travelling and download the chapter for the place they are visiting. Rather than carry loose pages, chapters (served as PDF files) can be downloaded into a hand-held device or e-book reader. Interactive e-book travel guides: Emerging the best of both medium – digital and print – into one interactive ebook guide. Lonely Planet introduced e-books on ipad, so the layout and design is to flip through a guidebook and includes signature stunning images, expert author content and tips from local. Unlike traditional print guide book, the digital format allows to include over 3,000 hyperlinks so readers can get to a particular chapter or map with just a tap of a finger. Thus, travelers can get information on a particular region, point of interest or hotel/ restaurant without flipping through the pages. More, travelers can search terms in Google or Wikipedia for additional content. Travelers can also bookmark the places they don’t want to miss and make notes on the page, just like a print guidebook. Usually traditional publishing cycle for the print guides is every 2 years, but with e-books, it will be updated in a real time. However, unlike apps, ebook updates are not pushed out to end user, and readers will have the opportunity to repurchase the new edition. In addition, due to handheld’s limited memory and bandwidth, the new applications focus on cities, not countries. They obviously can not replace a guidebook for a month-long odyssey in Thailand or an exploration of Italy’s Amalfi Coast. Â  But for the traveler who wants to figure out how to spend a free afternoon or where to go for dinner, these mobile guides – plus a good map are ideal substitutes for printed guides. Lonely Planet therefore should continue to invest in product development to work with the likes of Apple, Google, Amazone, Nokia, etc. 3. Many loyal Lonely Planet customers carry their travel guides (which can be several hundred pages thick) with them as they travel around the world. In many cases, these customers do not use large portions of the travel guides. Also, Internet access can be a problem for many of these customers while they are travelling. Describe a product (or products) that might address this customer concern and also yield additional revenue for Lonely Planet. Your answer here could build on ideas that you developed in your solution to part2. By using interactive ebook travel guides, travelers doing longer trips do not need to carry three or four guidebooks during travelling. Travelers can buy the content directly and save it in their hand-held or ebook before they are going to travel on board if the current destination does not provide good internet connection. It is also an ease to carry around. Moreover, travelers can bookmark the places they don’t want to miss and make notes on the page, just like a print guidebook.

Intro to Public Relations Notes

The Challenge of Public RelationsPR is multifaceted ?A public relations professional must have skills in ?Written and interpersonal communication ?Research ?Negotiation ?Creativity ?Logistics ?Facilitation ?Problem solving Global ScopeThe public relations industry is growing in many nations ?Almost $8 billion spent each year in the US ?Expected growth of 23% in Asian revenue in the next five years ?Annual spending of $2. 2 billion in China A Variety of DefinitionsA number of definitions have been formulated over the years Cutlip, Center, and Broom, Effective Public Relations ?Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. ?Glen Cameron, University of Missouri ?Public relations is the â€Å"strategic management of competition and conflict for the benefit of one's own organization-and when possible-also for the mutual benefit of the organization and its various stakeholders or publics. † ?Public Relations Society of America (2012) Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics ?Kevin Trowbridge (2012) ?Public relations is the communication management function through which organizations build and maintain mutually beneficial relationships with the public on whom the organization's success or failure depends.Public Relations – Key Terms†¢Communication†¢Management†¢Build and Maintain†¢Mutually Beneficial†¢Relationships†¢Organization†¢Publics RPIE†¢Research†¢Planning†¢Implementation†¢EvaluationDifferences between Journalism and PR Journalists|PR Professionals| Use only two components (writing and media relations)|†¢ Use many components| †¢ Are objective observers|†¢ Are advocates| †¢ Focus on a mass audience|†¢ Focus on def ined publics| †¢ Use only one channel|†¢ Use a variety of channelsDifferences between Advertising and PR Advertising|Public Relations| †¢ Works through mass media|†¢ Relies on a variety of communication tools| †¢ Addresses external audiences|†¢ Targets specialized audiences| †¢ Is a communications function|†¢ Is broader in scope| †¢ Is a communication tool in PR|†¢ Fills a support role| †¢ Sells goods and services|†¢ Creates a favorable environment for an organization's survival|How PR Supports Marketing†¢Eight ways public relations supports marketing ?Develops new prospects ?Provides third party endorsements ?Generates sales leads ?Paves the way for sales calls ?Stretches dollars ?Provides inexpensive literature ?Establishes credibility ?Helps sell minor products Differences between Marketing and PR Marketing|Public Relations|†¢ Is concerned with customers and selling products or services|†¢ Is concerned wit h building relationships and generating goodwill|†¢ Deals with target market, consumers, and customers|†¢ Deals with publics, audiences, and stakeholders|Toward an Integrated Perspective: Strategic Communication†¢Concept of integration: ?To use a variety of strategies and tactics to convey a consistent message in a variety of forms†¢Global/Multicultural†¢Research based†¢Relationship focused†¢internet/new media oriented†¢Toolbox-driven tacticsA Changing Focus in Public Relations†¢The evolution of the role of PR beyond publicity and media relations†¢Growth for PR professionals in health care, consumer goods, financial services, and technology†¢Crisis management in the larger context of strategic management of conflict Personal Qualifications and Attitudes Six Essential Abilities ?Writing skills ?Research ability ?Planning expertise ?Problem-solving ability ?Business/economics competence ?Expertise in social media 5 Emerging Trends in PR†¢Storytelling (and â€Å"story selling†)†¢Quantification†¢Visual Communications†¢Proactive and Predictive Monitoring†¢Adaptation 10 sills PR Pros will need in 2020†¢Advertising Copywriting†¢Video Editing/Production†¢Mobile†¢Social Content Creation/Curation†¢Analytics†¢Search Engine Optimization†¢Speed to Information†¢Programming Skills†¢Managing Virtual Teams†¢Blogger OutreachWhat Employers Want: 10 Qualities Good writing†¢IntelligenceCultural literacy†¢The ability to recognize a good story when you see one†¢Media savvy†¢Contacts†¢Good business sense†¢Broad communications experience†¢Specialized experience†¢Fresh perspective Organizational Roles†¢Communication technician roles ?Taking photographs ?Writing brochures ?Preparing news releases ?Organizing events†¢Communication manager roles ?Making communication policy decisions ?Overseeing multiple communication strategies ?Supervising employees responsible for tactics The Value of Internships†¢Win-win situation for both the student and the organization Many major PR firms have formal internship programs ?Edelman Worldwide (Edel-U) ?Weber Shandwick (Weber University) ?Hill and knowlton ?Ketchum Salaries in Public Relations†¢The national median salary for experienced professionals ?Approximately $85,000 for practitioners with 7 to 10 years of experience ?Over $150,000 for practitioners with more than 20 years of experience†¢In general, women working in the PR field earn less than men ?Factors that could lead to gender discrepancies ?The number of years in the field ?Technician duties versus managerial responsibilities ?The nature of the industry The size of the organization ?Women's attempts to balance work and familyThe Value of Public Relations†¢A service to society†¢Informative†¢Relevant†¢Earned influence through managing competition and co nflictA Brief History of Public Relations†¢In the beginning†¦ ?Moses and Aaron ?800 years later – Aristotle (â€Å"Father of Rhetoric†) ?300 years later – Jesus Christ ?†No one in history, before or since, could match his skill as a storyteller, a critical skill for public relations practitioners. † ?Then – the Apostle Paul†¢Ancient beginnings ?The Rosetta Stone ?Julius Caesar ?The Church Public relations in colonial America ?Promoting settlement ?Struggle for independence ?Boston Tea Party, Thomas Paine, Federalist Papers†¢The age of the press agent ?The age of hype ?Davy Crockett, Buffalo Bill, Annie Oakley ?Press agent tactics ?The master of pseudoevent: P. T. Barnum ?Tom Thumb, Jenny Lind†¢Public relations grows as America grows ?Settling the American West ?Railroad promotion techniques†¢The rise of politics and activism ?Political beginnings ?Amos Kendall ?Activists ?Abolitionists ?Prohibitionists ?Women's ri ghts advocates ?Environmentalists†¢Modern public relations comes of age ?Henry Ford Positioning and accessibility ?Ivy Lee ?First public relations counselor ?Rockefeller ?Colorado Fuel and Iron Company labor strike ?George Creel ?WWI ?Edward Bernays ?Father of modern PR†¢Public relations expands in postwar America ?Rapid growth in all areas of public relations along with the development of mass media ?able to capture and seize information and give it to the media/people†¢Evolving practice and philosophy ?1800s to 1920s from press agentry to public information to scientific persuasion ?centered around the wars: How effective is propaganda? How do we pursued people that what we're doing is good? 1950s and '60s – Relationship building ?Necessitated by activism ?What was happening was about people, giving people equality, seeing people as unique and equal beings ?1970s and '80s – Managerial approach ?Investor relations and MBO (Management by Objective) ?MBO = Managerial approach PR adapted to ?1990s and '00s – Relationship management ?relationship building as well as relationship maintaining Four Models of Public Relations†¢Gruing and Hunt: ?Press agentry/publicity ?age of hype associated with P. T. Barnum ?Public information ?Ivy Lee, Edward Bernays comes in at the end of public information ?Two-way asymmetric listen to the people and tailor around their wants and needs ?Two-way symmetric ?the â€Å"ideal† mode of practice ?goal is to identify policies and actions that are mutually beneficial to both parties ?collaborative ?openness for the organization to change itself based on the consumerTrends in Today's Practice of Public Relations†¢Feminization of the field ?70% of PR practitioners are women ?Women earn less money than men ?Recent research ?PR was one of the first fields that allowed women to display their abilities†¢The importance of diversity ?Minorities constitute 36% of US citizens ?Hispanics are the fastest growing group Minority practitioners lag behind population trends ?Professional groups seek to encourage minority practitioners ?†Who do people trust? They trust people most like themselves. † ?Religious, gender, race, etc.†¢Other major trends in public relations ?Transparency ?Didn't become a trend until two-way asymmetric/symmetric ?An ever-broadening social medial toolbox ?Increased emphasis on evaluation ?Showing ROI (return on investment); showing that what we do has results ?Managing the 24/7 news cycle ?New directions in mass media ?Outsourcing to public relations firms ?The importance of lifelong learning looking for opportunities to develop yourself professionally; learning doesn't stop when school does A Growing Professional Practice†¢The Public Relations Society of America ?The largest national public relations organization in the world ?The Public Relations Student Society of America (PRSSA)†¢The International Association Business Communications ?The second-largest organization of communication and public relations professionals†¢The International Public Relations Association ?A London-based global organization Professionalism, Licensing, and Accreditation†¢Professionalism ?Professional practitioners should have: A sense of independence ?A sense of responsibility to society and public interests ?Concern for the competence and honor of the profession ?A higher loyalty to the profession than to an employer ?Careerist versus professional values ?Technician mentality†¢Licensing ?Advocates ?Defines PR, unifies curricula, unifies standards, protects clients, protects practitioners, raises practitioners' credibility ?Opponents ?Violates 1st amendment, malpractice laws exist, states license but PR works nationally/internationally, ensures only minimum competence/ethics, increased credibility not ensured, expensive Accreditation ?†Certification† by professional organizations ?PRSA and IABC o ffer accreditation Public Relations Departments†¢Importance of PR in today's organizations ?PR pros seen as strategic communication managers ?PR offers 184% ROI ?CEOs want communication that is strategic, research-based, and two-way†¢Organizational factors determined the role of public relations ?Large vs. small firms ?Management perceptions ?C-suite attitudes/reporting issues ?Capabilities of the public relations executive†¢How public relations departments are organized ?Leader titles ?Reporting hierarchy Size of departments†¢Common divisions found in large corporations ?Media relations, investor relations, consumer affairs, government relations, community relations, marketing communications, and employee communications Line and Staff Functions†¢Line manager ?Delegates, sets goals, hires, influences others' work†¢Staff function ?Little direct authority ?Indirectly influence others' work through suggestions, recommendations, advice ?PR is a staff functi on†¢Access to management ?PR influence is linked to access to top management ?Recommendations to management help in formulating policyLevels of Influence†¢Advisory: Management has no obligation to request or act on recommendations ?Purely advisory practitioners are often ineffective †¢Compulsory-advisory: Management is required to listen to public relations' perspective before acting †¢Concurring authority: PR and others must agree on an action Sources of Friction †¢Legal ?Differences on public statements †¢Human Resources ?Differences regarding employee communications †¢Advertising ?Competing for resources ?Philosophical differences †¢Marketing ?Focuses on one public: current or prospective customers The Trend toward Outsourcing Almost 90% of Fortune 500 companies use outside PR counsel in varying degrees ?The need for additional â€Å"arms and legs† ?To obtain a unique perspective and market insight Global Reach †¢Firms and their offices or affiliates are situated in most of the world's major cities and capitals †¢Substantial revenues from international operations Public Relations Firms †¢Firms have regional, national, and global reach †¢PR Firms can complement in-house expertise ?PR Firms offer diverse services †¢Rapid growth of PR firms †¢Emphasis on the counseling aspect †¢The rise of communication conglomerates Many firms are owned by communication conglomerates and thereby can offer integrated services (i. e. , PR and advertising expertise) through affiliates ?The reason for acquisition of PR firms ?Natural evolutionary step of integration ?Economic interest †¢Structure of a counseling firm ?Depends on size of firm ?Small firm may only have owner and one or two associates ?Large firms have an extended hierarchy Pros and Cons of Using a Public Relations Firm Advantages |Disadvantages| †¢ Objectivity| †¢ Part-time commitment| †¢ Skills and expertise| †¢ Need for long briefing| †¢ Extensive resources| †¢ Internal resentment| Offices throughout the country| †¢ Need for direction| †¢ Problem-solving skills| †¢ Need for information and confidence| †¢ Credibility| †¢ High costs| Fees and Charges †¢Basic hourly fee, plus out-of-pocket expenses ?Most widely used among large firms †¢Retainer fee †¢Fixed project fee †¢Pay for placement ?Seldom used Class Notes 1/28/2013 ?Ivy Lee and Edward Bernays are essential to Public Relations ?Bernays = father of modern public relations ?Public Relations Anagrams ?Crap Built On Lies ?Spout Brilliance ?Social Blueprint understand the bigger picture, map out a strategy, give instructions to people involved ?shift came with industrialization ?Ivy Lee – first pr counselor; first to say it's not just publicity ?declaration of principles (pg 49 in book) ?Advancing the concept that business and industry†¦ ?Dealing with top executives and carrying out†¦ ?Maintaining open communication with the news media ?Emphasizing the necessity of humanizing business†¦ Class Notes 2/4/2013†¢ Four essential steps of Public Relations†¢ Research situation – organization – publics†¢ What is Research? –What do you think of when you think of research?†¢ Science†¢ Studies†¢ Statistics†¢ So much!†¢ Searchable BackgroundChapter 5-6 Overview ?The four essential steps of effective public relations ?Research: The first step ?Research methods ?Planning: The second step Research: The first step ?Situation ?Organization ?Publics ?What is research? ?A form of listening ?Asking questions and looking for answers ?Essential to any public relations activity or campaign Questions to ask before research design ?What's the problem (or opportunity? ) ?organization ?situation ?publics ?Kind of information needed? ?How will results be used? ?Public (or publics)? ?Who should do it? ?How will data be analyzed/reported/applied? ?Timetable? ?Budget? Using Research ? Ways to research ?Achieve credibility with management ?Executives want facts, not guesses and hunches. ?Define/segment publics ?Gathering detailed information about demographics, lifestyles, characteristics, and consumption patterns helps to ensure that messages reach the proper audiences ?Formulate strategy Test messages ?Research can determine which message is most salient to a target audience ?Prevent crises ?An estimated 90% of organizational crises are caused by internal operational problems rather than by unexpected natural disasters or external issues ?Professionals can prevent a conflict or crisis through environmental scanning and other research tactics ?Monitor competition ? Organizations keep track of what the competition is doing ?Research on the competition can be done with surveys, content analysis of the competition's media coverage, and reviews of industry reports in trade journals Generate publicity ?Polls and surveys can generate publicity for an organization ?Measure Success ?The bottom line of any public relations program is whether the time and money spend accomplished the state objective Research Methods ?Types of Research ?Informal research ?Unplanned/spontaneous, Uncontrolled, Unsystematic ?Formal Research ?Planned, controlled, systematic ?Secondary research ?existing information ?Primary research ?New/original information ?Methodological Approaches ?Historical/Critical ?Rhetorical/textual/content analysis ? Qualitative Exploratory, rich data, often not generalizable ?Focus groups, in-depth interviews, observations ?Quantitative ?Descriptive/explanatory, often generalizable ?Mail surveys, telephone polls Qualitative vs. Quantitative Qualitative Research|Quantitative Research| â€Å"Soft† data|†Hard† data| Usually uses open-ended questions, unstructured|Usually uses closed-ended questions, requires forced choices, highly structured| Exploratory in nature; probing, â€Å"fishing expedition† type of research|Descriptive or explanatory type of research| Usually valid, but not reliable|Usually valid and reliable| Rarely projectable to larger audiences|Usually projectable to larger audiences| Typically uses nonrandom samples|Typically uses random samples| Examples: Focus groups; one-on-one, in-depth interviews; observation; participation; role-playing studies; convenience polling|Examples: Telephone polls; mail surveys, mail-intercept studies; face-to-face interviews; shared cost, or omnibus, studies; panel studies| Research Techniques ?Organizational materials ?read every piece of information on an organization's website ?Library and online databases Journal of Public Relations Research ?Internet ? Any number of corporations, nonprofit organizations, trade groups, special-interest groups, foundations, universities, think tanks, and government agencies post reams of data in the Internet. ?Content analysis ?The systematic and objective counting or categorizing of content ?In public relations, content often is selected from media coverage of a topic or organization ?Interviews ?Personnel faced with solving a particular problem often â€Å"interview† other public relations professionals for ideas and suggestions ?Focus groups This technique is widely used in advertising, marketing, and public relations to help identify the attitudes and motivations of important publics ?Copy testing ?A draft of a material/message tested on a group of people before it is sent out to the public; can happen within a focus group ? Scientific sampling methods Random Sampling ?Probability Sampling ?Everyone in the target audience has an equal chance of being selected ?Nonprobability sample is not random ?Most precise random sample is selected from list naming everyone in the target audience Sample Size Usually a sample of 250 to 500 people will provide data with a 5 to 6 percent margin of error ?A sample of 100 people will provide about a 10 percent margin ?responses could go 10% either way Reaching Respondents ? Mail questionnaires ?Telephone surveys ?Personal interviews ?Piggyback surveys ?Web and e-mail surveys Research: Let's Practice ?What's the problem (or opportunity)? ?Kind of information needed? ?How will results be used? ?Public (or publics)? ?Who should do it? ?How will data be analyzed/reported/applied? ?Timetable? ?Budget? *Articulate the benefit, value, or need for public relations – possible quiz/test question Planning: The Second Step ?Planning must be strategic and systematic ?Planning involves the coordination of multiple methodsElements of a Public Relations Plan1. Situation Analysis ?Public relations professionals cannot set valid objectives without a clear understanding of the situation that led to the conclusion that there was a need for a public relations program 2. Goals 3. Key Publics (or Target Audiences) ?Public relations programs should be directed toward specific and defined audiences or publics 4. Objectives ?Once the situation or problem is understood, the next step is to establish objectives for the program. 5. Strategies ?A strategy statement describes how, in concept, a campaign will achieve objectives; it provides guidelines and themes for the overall program 6. Tactics ?Tactics describe, in sequence, the specific activities that put strategies into operation and achieve the stated objectives 7. Materials 8. Activities Calendar/Timeline/Responsibilities (WBS) ?The three aspects of timing in a program plan are deciding when a campaign should be conducted, determining the proper sequence of activities, and compiling a list of steps that must be completed to produce a finished product 9. Evaluation/Measurement The evaluation element of a plan relates directly back to the state objectives of the program. objectives must be measurable in some ways to show clients and employers that the program accomplished its purpose 10. Budget ? Both clients and employers inevitably ask, â€Å"How much will this program cost? † Holy GOST of Public Relations Planning ?Goals – Where you want to go ?Objectives – How you know when you get there ?Desired Result: Awareness, Acceptance or Action ?Key Public ?Measure/Level of Accomplishment ?Timeframe/Deadline ?Strategies – How are you going to get there ?Tactics – What you'll need to get there The GOST must be aligned! Planning: Let's Practice ?Goals ?Objectives ?Strategies ?Creative ?e. g. , themes, messages Implementation: The Third Step ?Implementation ?May be called â€Å"communication† ?Or may be referred to as â€Å"execution† ?Is the process and the means by which objectives are achieved (i. e. , strategy is implemented) ?Tactics are developed to implement the plan ?Logistics are managed Public relations is the communication management function through which organizations build and maintain mutually beneficial rel ationships with the publics on whom the organization's success or failure depends. Communication: the systemic process of creating meaning Goals of Strategic Communication ?Awareness ?Message exposure ?Public relations personnel provide materials to the mass media and disseminate other messages through controlled media such as a newsletters and brochures ?Accurate dissemination ?The basic information, often filtered by media gatekeepers, remains intact as it is transmitted through various media ?Acceptance ?Attitude change ?the audience not only believes the message but also makes a verbal or mental commitment to change behavior as a result of the message ? Action ?Behavior change Members of the audience actually change their current behavior or purchase the product and use it Making Sure the Audience Receives the Message ?Schramm's model ?Source > Encoder > Signal < Decoder < Destination ?Expanded reflects two-way communication ?Grunig's model of symmetrical communication ?Understanding is the principle objective of public relations rather than persuasion Making Sure the Audience Pays Attention to the Message ?Theoretical perspectives ?Lasswell's definition of communication ?†Who says what, ?in which channel, ?to whom, ?with what effect? † ? Media uses and gratification ?Passive audiences Active audiences Making Sure the Audience Understands the Message ?Importance of language ?Understand cultural differences ?Check writing for simplicity and clarity ?Readability formulas: Flesch, Cloze ?Use symbols, acronyms, easy-to-remember slogans ?Avoid jargon, cliche, hype, euphemisms, discriminatory language Making the Message Credible ?Source credibility ?The problem of source credibility is the main reason that organizations, whenever possible, use respected outside experts or celebrities as representatives to convey their messages ? Context of the message ?Action (performance) speaks louder than a stack of news releases Involvement ?Involvement is interest in or concern about an issue or a product Making the Message Memorable ?Repetition ?Necessary because all members of a target audience don't see or hear the message at the same time ?Reminds the audience, so there is less chance of failure to remember the message ?Remember the message ?Can lead to Improved Learning and increase the chance of penetrating audience indifference or resistance ?Offsets the noise surrounding the message ?Contributes to credibility ? Delivering information in a variety of ways via multiple communication channels Communication Channels ?Face to Face Mediated ?Owned Media ?Paid Media ?Earned Media ?Shared Media Making Sure the Audience Acts on the Message ?Everett Rogers' Diffusion of Innovations ?A process by which any innovation is diffused through certain channels and then adopted over time among members of a social system Innovation: Anything New (e. g. , Idea, Method, Product, Service, etc. ) ?Relative Advantage ?The degree to which an innovation is perceived as better than the idea it replaces ?Compatibility ?The degree to which an innovation is perceived as being consistent with the existing values, experiences, and needs of potential adopters Complexity ?Degree to which an innovation is perceived as being easy to adopt ?Trialability ? The degree to which an innovation may be experienced on a limited basis ?Observability ?The degree to which the results of an innovation are visible to others Stages of the Adoption Process ?Awareness ?A person becomes aware of an idea or a new product, often by means of an advertisement or a news story ?Interest ?The individual seeks more information about the idea or the product, perhaps by ordering a brochure, picking up a pamphlet, or reading an in-depth article in a newspaper or magazine ?Evaluation The potential consumer evaluates the idea or the product on the basis of how it meets specific needs and wants. Feedback from friends and family is part of this process ?Trial ?The person tries the product or the idea on an experimental basis, by using a sample, witnessing a demonstration, or making qualifying statements such as â€Å"I read†¦Ã¢â‚¬  ?Adoption ?The individual begins to use the product on a regular basis or integrates the idea into his or her belief system. â₠¬Å"I read†¦Ã¢â‚¬  becomes â€Å"I think†¦Ã¢â‚¬  Evaluation: The Fourth Step ?Evaluation is the measurement of results against agreed-upon objectives established during planning Evaluation improves the public relations process Three Kinds of Evaluation ?Ongoing ?Summative ?Formative (Research? ) Basic Evaluation Questions ?Adequately planned? ?Message(s) understood? ?How could strategy have been more effective? ?Audiences reached? ?Objectives achieved? ?What was unforeseen? ?Budget met? ?Future improvements? Objectives: Prerequisites for Measurement ?Develop a clearly established set of measurable objectives ?Outcome ?Awareness ?Acceptance ?Action ?Output Measurement and Evaluation Status ?3 Levels of Measurement ?Basic ?Measuring ?Targeted Audiences Impressions ? Media Placements ?Intermediate ?Retention ?Comprehension ?Awareness ?Reception ?Advanced ?Behavior Change ?Attitude Change ?Opinion Change Measurement of Message Exposure ?Compile clippings/mentions ?Most widely used metric ?Media Impressions ?Placement x circulation/viewership/listenership ?Internet hits ?Advertising equivalency ?Space/time x advertising rate ?Systematic tracking ?Analyze volume and content of media placements ?Information requests ?Cost per person ?Audience attendance Measurement of Audience Awareness, Attitudes, and Action ?Audience awareness ?survey day-after recall ?Audience attitude ?related to awareness ?baseline/benchmark studies ?Audience action ?the ultimate objective of any public relations effort ?measure desired behaviors Chapter 7 – Public Opinion and Persuasion Overview ?What is public opinion? ?Opinion leaders as catalysts ?The role of mass media ?The role of conflict ?Persuasion in public opinion ?Factors in persuasive communication ?The limits of persuasion What is public opinion? ?Three aspects about public opinion formation ?Society is passive Psychologists have found that the public by and large tends to be passive ?Society is segmented ?One issue may engage the attention of a part of the population with a particular vested interest, whereas another issue arouses the interest of another segment ?Society is divided ? People have some opinions that may conflict or compete with others' opinions about the same issue. People also sometimes hold contradictory opinions or attitudes ?Public Opinion is powerful ?Activate public through public opinion ?Identify key publics through analysis of public opinion What do you think? What is the role of opinion leaders in the formation of public opinion? Opinion Leaders as Catalysts ?Opinion leaders can be formal or informal ?Interested in a particular issue ?Knowledgeable on a given topic ?They help frame and define issues that often have their roots in individuals' self-interests ?It is through the influence of opinion leaders that public opinion often crystallizes into a measurable entity ?The flow of opinion ? Multiple-Step Flow ?Opinion makers derive large amounts of information from the mass media and other sources and share that information with people The attentive public is interested in the issue but rely on opinion leaders to synthesize and interpret information ?The inattentive public are unaware of or uninterested in the issue and remain outside the opinion-formation process ?N-Step Theory ?N-step theory states that individuals are seldom influenced by only one opinion leader but actually interact with different leaders ?Diffusion Theory ?Individuals adopt new ideas or products in five stages: awareness, interest, trial, evaluation, and adoption. Individuals are influenced by media in the first two steps and by friends and family members in the third and fourth steps. Each individual is a decision maker who adopts a new idea or product when they reach the final step The Role of Mass Media ?Agenda setting ?media tell the public what to think about, albeit not necessarily what to think ?Framing ?media and PR both have role in how issues are â€Å"framed,† which parts are emphasized The role of Conflict ?Conflict inherent in news frames ?Use of media for strategic agenda-building Persuasion in Public Opinion ?Persuasion is used to†¦ ?change or neutralize hostile opinions ?crystalize latent opinions and positive attitudes ?maintain favorable opinions Persuasion and Negotiation Persuasion is comparable to negotiation ?Public relations can be used as a tool leading to the alternative dispute resolution (ADR) process Factors in Persuasive Communication ?Audience Analysis ? Knowledge of audience characteristics such as beliefs, attitudes, values, concerns, and lifestyles is an essential part of persuasion. It helps communicators tailor messages that are salient, answer a perceived need, and provide a logical course of action. ?Appeals to Self-Interest ?People become involved in issues or pay attention to messages that appeal to their psychological, economic, or situational needs. Audience Participation ?Attitude or beliefs are changed or enhanced by audience involvement and participation. ?Suggestions for Action ?A key principle of persuasion is that people endorse ideas and take actions only if they are accompanied by a proposed action from the sponsor. ?Source Credibility ? A message is more believable to an intended audience if the source has credibility with that audience. ?Clarity of Message ?Many messages fail because the audience finds them unnecessarily complex in content or language ?Content and Structure of Messages ?Channels Different media with different features can be used for diverse public relations purposes. ?Timing and Contexts ?A message tends to be more persuasive if environmental factors support the message or if the message is received within the context of other messages and situations with which the individual is familiar ?Reinforcement ?People tend to ignore or react negatively to messages that conflict with their value or belief systems Appeals to Self-interest ?Appeal to psychological, economic, or situational needs ?Maslow's hierarchy of needs Audience Participation ?Workers involving in the problem solving Distribution of samples ?The act of participation encouraged by activist groups Suggestions for Action ? Recommendations for action must be clear to follow Source Credibility ?Expertise ?Sincerity ?Charisma Clarity of Message ?Public relations practitioners should ask two questions ?Will the audience understand the message? ?What do I want the audience to do with the message? Content and structure of messages ?Drama and stories ?Surveys and polls ?Statistics ?Examples ?Endorsements ?Causes and rationales ?Emotional appeals Channels ?Different media can be used for diverse public relations purposes television ?newspaper ?radio ?social networking sites ?face-to-face communication Timing and Context ?Timing and context should be considered for achieving publicity in the mass media as well as for being persuasive Reinforcement ?A public relations campaign should be in sync with an audience's core value or belief system Limits of persuasion ?Lack of message penetration ?Competing or conflict messages ?Self-selection ?Self perception Chapter 8: Managing competition and conflict Overview ?A new way of thinking: conflict and competition ?the role of public relations in managing conflict it depends: factors that affect conflict management ?the conflict management life cycle ?managing the life cycle of a conflict A New Way of Thinking: Conflict and Competition ?Public relations can be defined as the strategic management of competition and conflict ?Competition ?Conflict Role of public relations in managing conflict ?Strategic conflict management ?Conflict is inherent in public relations process ?PR professionals must develop communication strategies to manage the conflict What do you think? ?What are some real world examples of conflict management? Is conflict always bad for organizations? Why or why not? It Depends: Factors that Affect Conflict Management ?Stance-drive approach in managing conflict and competition ?External and internal variables > stance > strategy The Threat Appraisal Model ?PR professionals monitor for threats, assess those threats, arrive at a desirable stance for the organization, and then begin communications efforts from that stance ?situational demands ?resources Contingency theory ?Contingency factors ?a matrix of factors drive the stance ?The contingency continuum ?The stance is dynamic; it changes as events unfold The Conflict Management Life Cycle Proactive – to prevent a conflict from arising ?environmental scanning ?issues tracking ?issues management ?crisis planning ? Strategic – emerging conflict is identified as needing action ?risk communication ?conflict positioning ?crisis management ?Reactive – must react when conflict reaches a critical level of impact ?crisis communication ?litigation pr ?conflict resolutions ?Recovery – strategies employed aftermath to bolster or repair reputation ?reputation management ?image restoration Managing the Life Cycle of a Conflict ?Four systematic processes ?Issues management A proactive approach to ?predict problems ?anticipate threats ?minimize surprises ?resolve issues ?prevent crises ?Strategic positioning and risk communication ? Strategic positioning ?communication efforts to position the organization favorably regarding competition and conflict ?Risk communication ?an attempt to communicate risks to the public that impact health, safety, and the envorinment ?Crisis management ?Smoldering crises ?a study but the institute for crisis management found that 86% of business crises were â€Å"smoldering crises. † ?How various organizations respond to crises Coombs' crisis communication strategies ?attack the accuser ?denial ?excuse ?justification ?ingratiation ?corrective action ?full apology ?Reputation management ?The three foundations of reputation ?economic performance ?social responsiveness ?the ability to deliver valuable outcomes to stakeholders ?Image restoration ?denial ?evade responsibility ?reduce offensiveness ?corrective action ?apology Deja Vu – All over again ?Conflict management is like deja vu all over again by starting once again with tasks such as environmental scanning and issues tracking Chapter 9: Ethics and the Law Overview ?What is ethics? ?Professional guidelines ?Dealing with the news media ?Public relations and the law ?Employee communications ?Copyright law ?Fair use versus infringement ?Trademark law ?Regulations by government agencies ?Liability for sponsored events ?Working with lawyers What is Ethics? ?Value system by which a person determines what is right or wrong What Do You Think? ?How can a public relations practitioner play the role of an â€Å"ethical advocate? † The Ethical Advocate ?The ethical advocate is operating within an assigned role ?Ethical decisions are made based on the public interest ?the interests of employer/client ?professional organization code of ethics ?personal values Professional Guidelines ?PRSA Code of Ethics ?Values ?Advocacy ?Serving the public interest by acting as responsible advocates for clients or employers ?Honesty ? Adhering to the highest standards of accuracy and truth in advancing the interest of clients and employers ?Expertise ?Advancing the profession through continued professional development, research, and education ?Independence ?Providing objective counsel and being accountable for individual actions ?Loyality Being faithful to clients and employers, but also honoring an obligation to serve the public interest ?Fairness ?Respecting all opinions and supporting the right of free expression ?Provisions ?Free flow of information ?Competition ?Disclosure of information ?Safeguarding confidence ?Conflicts of interest ?Enhancing the profession Codes of Conduct ?The role of professional organizations ?public relations society of america (PRSA) and international association of business communicators (IABC) ?to set the standards and ethical behavior of the public relations profession Ethics in Individual Practice Ethics in public relations begins with the individual, and is directly related to h is or her own value system as well as to the good of society Dealing With the News Media ?Trust ?Gift giving undermines the relationship between public relations professionals and the media ? Transparency Public Relations and the Law ?Defamation ?libel (printed), slander (oral) ?making a false statement about a person or organization that creates public hatred, contempt or ridicule, or inflicts injury on reputation ?Avoiding libel suites ?four requirements for filing a libel suit ?false statement ?identified or identifiable actual injury ?negligence Employee Communications ?Product publicity and advertising ?written permission required ?Employee free speech ?freedom of expression ?employees are limited in expressing opinions within the corporate environment ?privacy vs monitoring ?FOIA and government officials ?whistle-blowing Copyright Law ?Copyright is the protection of creative work from unauthorized use ?registration is not a condition of copyright protection, but it is a prerequisite to an infringement action against unauthorized use by others ? What organizational materials should be copyrighted? How can you use the copyrighted materials of others? Fair Use Versus Infringement ?Fair use allows partial use of copyrighted material with attribution ?Permission is required if used in advertisements or promotional items ?New copyright issues on the internet have been raised ?Rule of thumb: ?get permission ?give credit The Rights of Photographers and Artists ?Freelance and commercial photographers retain ownership of their work ?The rights of freelance writers ?unless a company has a specific contract with a freelance writer to produce work that will be exclusively owned by that company, the freelancer owns his or her work Trademark Law ?Trademarks are registered words, names, symbols, or devices used to identify a product ?The protection of trademarks ?always capitalized never used as nouns (Kleenex tissues, Xerox copies) ?Trademark infringement ?the downside for a corporation who trademark becomes too commonly used Misappropriation of Personality ?A form of trademark infringement ?Unauthorized use of well-known entertainers, professional athletes, and other public figures in an organization's publicity and advertising materials Regulations by Government Agencies ?The Federal Trade Commission (FTC) ?The Securities and Exchange Commission (SEC) ?Other regulatory agencies ?The Food and Drug Administration (FDA) ?The Bureau of Alcohol, Tobacco, and Firearms ?The Federal Communications Commission Liability for Sponsored Events ?Plant tours and open houses ?Considerations ?logistics ?work disruptions ?safety ?staffing Working with Lawyers ?A cooperative relationship must exist between public relations personnel and legal counsel

National Geographic: the World’s Most Dangerous Drug

The World's Most Dangerous Drug is a documentary produced by the National Geographic Channel in 2006, that explores the disturbing effects of methamphetamines, not only to those who use the drug but also to those people associated with them. American journalist and news presenter, Lisa Ling, takes the viewer on a journey to the mental and physical aftermath of taking Meth. The use of selection and omission, re-enactment and archival material, manipulation of codes and actuality, all contribute to the portrayal of the issues presented in this documentary. These issues conspire: the high percentage of crimes in the United States created by meth users, the promising lives destroyed by Meth and the life-long damage Meth has done to those who have stopped taking it, yet are still under the influence of the drug. Selection and Omission plays an important part in portraying the ideas of the documentary because it is an effective technique used to control what the audiences are able to view and what they are not. Interviews are widely used, not only of the Meth users but also of those who deal with the issue of meth on a daily basis. Examples of interviews that stood out were the ones of Kobe Kempey and his family. The portrayal of the idea that anyone can be victimised by Meth is initialised through these interviews. Kempey’s life story also depicts the lives of those who have survived being meth addicts in the past, however are still haunted by it. Professional interviews from doctors and from the police are used to show the lifelong consequences Meth does to people and to communities. The audiences are purposely affected by the interviews so that they can sympathise with the Meth victims and so thatthey are aware of the repercussions of taking the drug. The archival material shown in the beginning of the documentary creates a feeling of anxiety within the audience and introduces the main objective of the film. Through the footage and sound, the audiences are aware of the growing popularity of Meth among young adults. The re-enactment of Michael Wamsley and Janel Hornickel’s experience, half-way through the documentary, rogresses this idea and proves the promising lives destroyed by Meth. Similarly, the documentary Sicko, by Michael Moore, uses archival footage and sound to show real events and to make the documentary more persuasive. The manipulation of codes can affect one’s reading of a text. Symbolic codes are shown throughout the film to signify various meanings. The American flag is shown outside the Meth house to convey the idea of Methamphetam ines ravaging communities in America. The British pound being used as a ‘spliff’ also informs the audience that meth, not only ravages American communities, but also damages other countries through its diversity. Actuality is a code of realism that involves the recording of images and sounds on location as they actually happen. An example was when Lisa Ling went to a Bangkok red-light district to film the two, Thai, young women taking Meth for more booze. The women did not want to be shown on camera due to the constraints in the country. This scene depicts a real event that occurred in an unrehearsed situation. It represents the cultural context of Thailand and a part of their way of social life. Another example is of the ‘drug deal’ scene with the undercover cop, Sean Christian. This documentary is presented in third person Point of view to look at the issue of Meth from a different perspective. The Thai government’s values of discipline and safety throughout the country were conveyed through 3rd person P. O. V. The audiences are aware of those values because of the event that was shown in the documentary. A few footages from â€Å"Bankok’s Brutal Crackdown on Meth in 2003† were shown to purposely appeal to the audience and make them more aware of the generation of Thai Meth addicts. Visual effects and confronting images both assist in making this text more persuasive. Diagrams of the brain were shown to give the audience an insight to what really occurs inside the body when Meth is consumed. Before and after images of meth addicts were shown to reveal the physical effects and ‘meth mouths’ to portray the dame Meth causes to the teeth. Confronting advertisements from the Montana Meth Project were also shown to target young audiences and to promote their campaign. Repetition is also used, when showing the Meth bags and the ‘Methamphetamines’ medical sign to highlight the important of knowing what meth looks like to avoid wasted lives of addiction. Technological developments such as, animation allowed this portrayal to be more powerful. This documentary was produced mainly in the American states of Portland and Omaha and also in Bangkok, Thailand in 2006. Technological developments have made travelling to these destinations more accessible. This is a large-scale type of production because it was produces by the national Geographic Channel. The World’s Most Dangerous Drug depicts the mental and physical effects of taking Meth through the use of selection and omission, re-enactment and archival material, manipulation of codes, actuality and visual effects to raise awareness concerning the issue of methamphetamines, continuing to seduce millions around the world, infecting brains and bringing crime, chaos and death wherever it goes.

United Health Care

Despite the struggling economy across the nation, UnitedHealthcare businesses soared in growth and increased their year over year revenues by 8% in 2010. They widened their customer base by 1. 2 million individuals. The economy turmoil was a significant reason for the growth in Medicaid program participation rising almost 15% from year to year. Additionally, the aging â€Å"baby boomer† generation contributed in the spike of 16% in Medicare Advantage consumers in 2010. After suffering a 1. million membership loss in 2009; the commercial market experienced a dramatic turnaround that resulted in a net gain of 185,000 people served in 2010. â€Å"The improvements were driven by newer, more affordable products, better customer retention, better service, and lower employee attrition trends among our customers† (CEO, 2011). UnitedHealthcare is a division of the UnitedHealth Group. The organization is the largest health carrier in America; they are top contenders in leading th e industry in the insurance business, customer service, community involvement, and philanthropy contribution. The company originated in 1977and continues to grow, improve, and evolve the health industry standards among it competitors. The ability to stay ahead of the curve in the technological advances has become a leveraging tool attracting their services to the medical professionals.. The company offers individuals and families a choice between six types of offers. Co-pay- This is where the patient must pay a required fee for certain office visits and preventative care appointments and procedures. Health Savings Accounts (HSA) – A tax free account helping offset a high deductable and lower cost plan for some people. High Deductible – This allows a person peace of mind for ensuring protection for a major medical need. Usually, the preventative and well visits are self paid by the patient. Short Term Medical – this plan is offered to customers who need a temporary short term plan to smoothly transition to another employer or plan. Student Coverage- this plan is offered through the educational sector that is comparable to a employer group plan and benefits. Medicare and Medicaid – UnitedHealth plans have been chosen for many area Medicare and Medicaid governmental choice. Lower income may choose between a HMO and another type of plan offered. Dental Insurance Plans – This plan is specific to dental well care and repair of teeth within the dentistry industry. Their products are prices are moderate in the market; however, the company believes that the best medicine for any disease is prevention. United Healthcare believes in educating the public on prevention, care, and nutritious lifestyles. The more education American’s receive results in a possibility of preventive measures and teaching health will bring healthy citizens. This will result in fewer illnesses and lower costs overall. The promoted charitable attitude and encouragement are a highly admirable feature within the company and exhibits the genuine nature of caring for people. The support to disaster relief affected areas, youth involvement, and contributions to the less fortunate living in shelters or decreasing the feeding the hungry, or food drives bring a healthier tomorrow within our country. Community investment will yield high profit margins and/ or positive opportunity costs results are being demonstrated consistently by UnitedHealthcare by their actions, financial, and awards they have earned. †¢Ã¢â‚¬Å"UnitedHealthcare named 2009 Best Health Plan Provider by readers of Business Insurance magazine† †¢UnitedHealthcare receives Patriot Award for Support of National Guard and Reserve †¢Ã¢â‚¬Å"UnitedHealthcare is ranked One of 50 Best Companies for Latinas to Work For in the U. S. According to Latina Style Magazine† †¢Ã¢â‚¬Å"Executive Vice President and Chief Medical Affairs is named as, One of Black Enterprise's â€Å"100 Most Powerful Executives in Corporate America† †¢Ã¢â‚¬Å"UnitedHealth Group Receives Hispanic Health Leadership Award† †¢Ã¢â‚¬Å"UnitedHealthcare President among FORTUNE Top 50 Most Powerful Women. (United HealthCare Services, 2011) Currently, they are providers to approximately seventy-five million ci tizens in the U. S. The network the company has built among health professionals includes, â€Å"654,000 physicians and health care professionals, 80,000 dentists, and 5,127 hospitals† (UnitedHealth Care, 2011). Additionally, a pharmaceutical plan assists thirteen million others acquire more affordable cost and access to drugs prescribed. The large network relationship the company has built is a large contributing factor for UnitedHealth care being recognized as a leader in the industry. The success of the business is derived by the strong mission statement and values the company strives to meet and exceed with their customers. Works Cited CEO, U. G. (2011, January 20). Seeking Alpha: Unitedhealth Group CEO Discusses Q4 2010 . Retrieved January 30, 2011, from http://seekingalpha.com/article/247820-unitedhealth-group-ceo-discusses-q4-2010-earnings-call-transcript United HealthCare Services. (2011, January). United HealthCare Products & Services. Retrieved January 30, 2011, from http://www.uhc.com/about_us.htm UnitedHealth Care. (2011). United Health Care – Helping People Live Healthier Lives. Retrieved 01 29, 2011, from http://www.uhc.com