The

PRactitionerTARGETINGTARGETING

DIVERSITY DIVERSITYTARGETING

DIVERSITY

Reaching Different Audienceswith MessagesThat Resonate Reaching Different Audienceswith MessagesThat Resonate

WHAT’S ALSO INSIDE:APR, the Difference Three Little Letters Can Make page 4High Tech Etiquette page 13PRSA|GA By the Numbers page 14

Fall 2006A Publication for the PR Professional by PRSA|GA

PRSA|GA 2006 B O A R D O F D I R E C T O R S

OFFICERSPRESIDENTLeslie WagnerPRESIDENT-ELECTJohn WalkerSECRETARYMike Neumeier, APRTREASURERRenee Kopkowski

DIRECTORS-AT-LARGEGabrielle Braswell Lynne UngloKaren Haggerty Judith Webb, APRBari LoveKristi LedfordAllyson ParkEleanor Smith, APRMary SorrelAlicia Thompson

ASSEMBLY DELEGATESJason Anthoine, APRMark Dvorak, APRKarla Harvill, APRTim Hussey, APRJuliann Kaiser, APRBill Marks, APRGary McKillips, APR, Fellow PRSAChristine McManus, APR

CHIEF OPERATING OFFICERDenise Grant

ph: 770.975.8328 fx: 770.975.9450

email: INFO@RSDESIGNANDPRINT.COM

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logo design l corporate identity

brochures l flyers l postcards l pocket folders

full color banners & posters l magazine & newspaper ads

website & flash animation design l customized printed materials

traditional offset printing l digital printing

event signs, banners & billboards

RSDESIGNANDPRINT.COMq

The

PRactitionerThe

PRactitionerStaff

EDITORIAL DIRECTORAnnie Haas

EDITOR-IN-CHIEFMarci Hawk Davis

ASSISTANT EDITORElissa McCrary

CONTRIBUTING WRITERSCraig Heighton, APRMelissa LibbyGayle MacIntyre, APRElissa McCraryTricia MolloyJed S. Nitzberg, APRDave PostonDavid RossNancy Schubert, APRJana Scoville Leslie WagnerStacy WhiteBrooke Wilson

Advisory BoardGabrielle BraswellDenise GrantLeslie Wagner

DESIGN & PRINTINGRS Design & Printing 770.975.8328www.rsdesignandprint.com

Visit PRSA|GA online at www.prsageorgia.org

The PRactitioner is a Chapter publication provided to all members in good standing of PRSA|GA.

Any comments, questions and/or suggestions may be sent to Editor-In-Chief Marci Hawk Davis at mhdavis@brwncald.com.

PRESIDENT’S COLUMNLeslie Wagner ........................................................2

LETTER FROM THE EDITORAnd the Phoenix Goes to...The Practitioner ..................2

WORKING WITH WISDOM10 Principals to Practice ............................................3

APR,THE DIFFERENCE THREELITTLE LETTERS CAN MAKE ........................4

TAKING CHARGEThe PRSA|GA 2005 Best of Phoenix Award ..............6

MEDIA SPOTLIGHTQ&A with Frank Bruni ..........................................7

Cover StoryTARGETING DIVERSITY

Reaching Different Audiences with Messages That Resonate ....8

WANTED:A Few Good Translators ..............................................12

HIGH TECH ETIQUETTESay It With Words ..................................................13

ADD IT UP!PRSA|GA on the Grow ........................................14

PERSPECTIVES FROM THE ORDER OF THE PHOENIXPRSA National Award Winner Speaks OutOn Advancing The Profession ......................................15

FALL 2006INSIDE THIS ISSUE:

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P R E S I D E N T ’ S C O L U M N

Leslie Wagner, President

L E T T E R F R O M T H E E D I T O R

The PRactitionerBY MARCI HAWK DAVISBrown and Caldwell

“The price of the democratic way of life is a growing appreciation of people’s differences, not merely as tolerable, but as the essence of a rich and rewarding human experience.”

- Jerome Nathanson, humanist

As Americans, we are privileged to live in a free society that offers all the amazing richness to be found in diversity of all kinds. It’s so easy to find diversity here that it is also easy to take that diversity for granted and not fully experience it. As public relations professionals, we have a unique opportunity to help our organizations not only accept diversity but embrace it for the good of the business.

There are clear business reasons for us to embrace inclusiveness through diversity within our organizations. In 2005, DiversityInc magazine published its fifth annual DiversityInc Top 50 Companies for Diversity survey. They analyzed the stock-market performance of the publicly traded companies on the list and ‘documented a significant and long-term connection between superior diversity managementand shareholder return’ (DiversityInc, June 2005, pg. 12). I’m sure you’re not surprised to find Georgia-based companies such as Turner

Broadcasting System, The Coca-Cola Co., SunTrust Banks, BellSouth and Cingular Wireless on that list.

The key to us as public relations professionals is inclusiveness through diversity, which will allow our clients and organizations to attract the best talent and help them market their products and services to a wider population. Diversity is so much more than race, gender, nationality, sexual orientation, age, education or socio-economic background. Diversity is really about building relationships, which is the heart and soul of public relations.

By promoting and establishing a diversity conscience, companies can invigorate their teams with new ideas and fresh perspectives about their businesses and their publics. This commitment to diversity can help companies attract and retain key employees and increase motivation.

I challenge all of us to practice the best of our chosen profession by promoting a two-way dialogue on diversity within our organizations. Excellence will come through hearing our publics’ diverse needs and experiences and calling for our organizations to recognize and honor them. In the end, we’ll all win through a richer life experience – and a more successful business!

messages with emoticons and an alphabet soup of abbreviations? We’ll key in on the “do’s” and “don’ts” of “tech etiquette” plus showcase many of the other facets of the Chapter.

On behalf of The PRactitioner advisory board, Editorial Director Annie Haas, Assistant Editor Elissa McCrary and myself, thank you to our contributing writers who make this happen by playing reporter in their spare time – conducting the research, interviewing the members and writing the articles. Kudos to What's Up Interactive for helping us get the word out about the magazine via e-mail. And of course, a big thank you goes to Denise Grant, who somehow manages to keep up with every SIG, every committee, every Board meeting and still has time for The PRactitioner. Want to comment on this issue or propose an idea for a future issue? Let me know at mhdavis@brwncald.com or(770) 673-3650. I look forward to hearing from you. Enjoy!

BY LESLIE WAGNER

The award season is long past, and the media has moved on to the next celebrity story du jour. While we didn’t receive as much attention as the Best Picture Oscar winner “Crash,” those of us at The PRactitioner are quite proud of our Phoenix Award. Selected as a recipient in the Multi-Media Communications, Magazines category, the magazine continues to impress PRSA|GA members and other Chapters nation-wide. And why not? This volunteer-driven effort strives to cover the topics that will spark new ideas and insights among the membership and give others the opportunity to break out of their day-in, day-out roles as PR practitioners.

In this issue, we look at diversity. Georgia is in the midst of the demographic changes re-shaping our country. How will these shifts affect your next PR campaign? Our cover story provides a few clues. We also look at the award-winning campaign for Cox Communications created by Shira Miller Communications and Ketchum that took top honors at the 2005 Phoenix Awards Celebration. And if you’re thinking about pursuing an APR, you’ll want to check out our story on what a difference those three little letters can make. When it comes to technology, are you sending your clients and colleagues mixed

Marci Hawk Davis, Editor-In-Chief

And the Phoenix Goes to...

Peanut Advisory Board

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Looking for a Few

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BY TRICIA MOLLOYMolloy Communications

Working with Wisdom: 10 Principles to Practice

Excerpted from Molloy’s bookDivine Wisdom at Work:10 Universal Principles for Enlightened Entrepreneurs

Whether we own our public relations businessor work within an agency, corporation ornon-profit organization, we all have something in common:We can benefit from the wise counsel of a trusted business partner.

The good news is that this partner is already here but may have been overlooked and under-used as a resource. Your business partner is apowerful force with all the wisdom of the universe and always has yourbest interests at heart. It’s your “Higher Power” or “Higher Consciousness” – the “Divine Wisdom” within you that you can access at any time for a wealth of information, ideas, support and guidance.

You don’t have to know all the answers; you just need to know where to look. And often the place to look is inside to make decisions, solve problems and come up with creative ideas. By following these 10 universal principles, you can create, manage and grow a business that is meaningful, prosperous and full of joy.

Tap into Divine Wisdom: Your Inner Guidance is Calling. Are you looking for an innovative way to pursue new business or increase your productivity? Try these five strategies: meditation, intuition, dreams, prayer and “God Winks,” which is paying attention to coincidences or synchronicities.

Define Your Life Purpose: Setting Intentions. When your life purpose is in alignment with your life’s work, all the pieces seem to fall into place and your work becomes play. Look at what motivates you, your deepest values and your natural gifts to help you define your life purpose and set intentionsto support it.

Embrace Prosperity: You Deserve Unlimited Abundance. Once you realize that abundance is your birthright and you need to circulate money for it to grow, you will begin to experience the effortless flow of prosperity in all aspects of your business.

Clean Out the Clutter: The Universe Will Fill the Vacuum. A cluttered workplace distracts us and drains our energy. Throw out the garbage and set up systems that will keep you organized. Put all your old client files in two piles: the clients you would like to work with again and those you don’t. Throw out the latter and clean up and organize the former. By clearing that space, you have created a vacuum that the universe will fill with clients that serve your highest good.

Stay Present: That’s Where the Gifts Are. Resist the temptation to multi-task all the time and instead focus your full attention and all your senses on the task at that moment. Use the “at this moment” approach while consulting with a client, analyzing an operational challenge or interviewing a new vendor. You can solve problems faster, show a deeper level of respect for those around you—thereby earning more respect—and reduce the stress you feel from juggling too many things.

Live Your Truth: Time for an Integrity Checkup. When our thoughts and actions conflict with the truth, we waste precious energy and tarnish our reputation. By increasing your level of integrity in thought, word and deed, you will transform all your relationships, including the one with yourself.

Engage the Law of Attraction: Your Thoughts Become Your Reality. The Law of Attraction states that like energy attracts like energy. When your vibrational energy is high and light, which comes from trust and peace, you will attract clients, associates and colleagues that vibrate at that same level. To reach and maintain a high level, participate in nurturing activities like eating and drinking healthfully, exercising, playing, laughing, reading inspiring books, enjoying a hobby and giving thanks.

See to Believe: The Power of Visualization. Follow the lead of every top athlete by visualizing success. What can you visualize in your business? It might be seeing yourself deliver a dynamic presentation that motivates your audience to buy, sign up, hire you or whatever intention you set. Begin with the end in mind. Visualization creates a space for reality to unfold, just like you pictured it.

Affirm Success: Creating Positive, Powerful Statements. Decide what you want to be true in your business and create a short, positive statement in the present, as if it was already so. Post it and say it regularly.

Give Thanks Often: Cultivating an Attitude of Gratitude. Keeping a gratitude journal is the first step to opening up to more blessings in your business. Go one step further and give thanks for perceived business failures or disappointments in anticipation of the gifts that will come from each experience.

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What difference do three little letters make after your name? Just ask Atlanta’s most recent recipient of APR status, Kent Landers. Landers, Delta Air Line’s general manager of corporate communications, is the Chapter’s first APR to have passed the rigorous APR exam under the new guidelines.

“I am actually surprised that more members of our Chapter are not taking advantage of the opportunity to become accredited in a chapter that has a free review process with access to top-notch mentors,” says Landers. “There's no better place to become accredited than in the second-largest chapter in the country where we have access to an incredible number of resources.”

Last year saw Delta Air Lines sell a $1 billion airline subsidiary and make several big announcements – the “right-sizing” of its Cincinnati hub, the largest interna-tional expansion in its 76-year history, and the ninth-largest Chapter 11 filing in U.S. history –with Landers coordinating the communications along the way. All of this may lead you to wonder – when did he find time to go through the accreditation process?

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“Last year was an especially tough time to pursue this with the intensive demands associated with working at Delta,” says Landers. “But there's never a ‘good time’ to take on more work. Like anything in life, it's about taking a challenge and accepting it no matter the other challenges or competing factors in your life.”

Landers recognizes that after having served as PRSSA’s (Public Relations Student Society of America) national president and currently sitting on the Professional Devel-opment and Chapter Awards Committees for PRSA|GA, obtaining public relations accreditation is the logical step in progressing as a leader in the field. But most notable are the personal reasons behind his going through the effort. “Frankly, I didn't do this for recognition or promotion,” he notes. “I did it because it was something I wanted to do for myself as professional development.”

Landers encourages everyone who is eligible to explore the APR process and to judge for themselves whether it is something they would like to accomplish. “Obtaining APR certification is an excellent professional development opportunity for professionals at any level,” he says. “I would highly recommend the Chapter's APR review course as a starting point to get your feet wet with the process. It’s a great review of the knowledge, skills, and abilities that must be proven for the readiness reviewand exam.”

Landers offers this advice for those worried they won’t have enough time for the accreditation process. “The process is not that difficult, but it does require a strong professional background that has tested your analytical and strategic abilities. If you've proven yourself in the workplace, you will find the process both rewarding and doable." But don’t think Landers is resting on his APR laurels. “My long-term goal is to return to school to pursue a Ph.D. in journalism and teach public relations,” he says. “At this point, though, I don't have a definitive timetable for making the jump.”

make

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BY CRAIG HEIGHTON, APRGeorgia Transmission Corporation

APR-

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APRs Sound Off

BY NANCY SCHUBERT, APR IBM

LAURA REILLY, APRGeorgia School Boards AssociationAccredited in 1995

I believe participating in this process is vitalbecause it demonstrates that you’ve put extra effortinto understanding your profession and that youwill adhere to professional standards. Maintainingaccreditation means that continuing professionaldevelopment is a part of what you do. I log manymore activities than I need to in order to maintainmy accredited status, and I still feel a sense ofaccomplishment knowing that I’m paying attentionto my own development – that I’m not becoming stale.

ELYSE HAMMETT, APRTroutman SandersAccredited in 2002

Public relations people are a dime a dozen, but those who give their time, talent and tenacity to becoming accredited show their discipline to their vocation and their ability to walk the talk. Why would you hire an accountant when you could hire a CPA, or a real estate agent when you could hire an accredited broker? In tomorrow’s world, the APR will separate the wheat from the chaff.

CRYSTAL DRAKE, APRFeld Entertainment, Inc.Accredited in 2003

Preparing for and successfully completing the APR process gave me a very clear sense of accomplishment at a time in my career when I was eager for new ways to measure success. I had been in my career 10 years when I earned my APR. Taking the test had been in the back of my mind for years, and the time seemed right to explore this way to measure and value my skill set. The exam was tough and I liked it that way! It was a comprehensive evaluation of not only history and important communications processes but also issue-management savvy and decision-making expertise. It also reminded me why I value a career that harnesses the power to impact what people think, care about and do. Since earning my APR, the designation has definitely impacted my career. For instance, it was specifically listed as a preferredqualification in the last two positions I have held. It also speaks to a level of seriousness and commitment to theprofession that I think employers find meaningful.

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t h e P R S A | G A 2 0 0 5 B e s t o f P h o e n i x A w a r d

Once upon a time, when your black-and- white television picked up only three channels, radio was tame and the Internet was just a dream, it was easy to filter the content streaming into your home. And we never dreamed that Janet Jackson would suffer a “wardrobe malfunction” on the TV screen in our living room during the biggest sporting event of the year. Beyond parents’ outrage and special interest groups’ immediate government lobbying, the Super Bowl episode had far-reaching and long-term consequences for the telecommunications industry.

The “Take Charge!” program, created by Cox Communications, Inc. with Ketchum and Shira Miller Communica-tions, challenges the notion that content filtering today, with hundreds of cable channels and the World Wide Web, is only for tech-savvy parents or those with the luxury of time.

“Take Charge!” was designed to arm parents with tools and resources to proactively manage the use of these services in their homes. Negative press often spurs companies to take action, but Cox’s reaction went beyond defensive tactics. According to Anthony Surratt, executive director of public relations, the reason why lies in the Cox culture. “We had to reach beyond the rhetoric to understand our customers’ point-of view,” said Surratt. “If the issue is important to our customers, then it’s important to us.”

To gauge the true attitudes of its custom-ers, Cox and Ketchum surveyed 1,400 parent subscribers. What they discovered included: 1) Parents are very concerned about what kids see on TV and the

Internet; 2) They acknowledge it’s their responsibility to manage their kids’ access, but say they don’t do a good job due to lack of time and knowledge; 3) Many don’t utilize available parental controls and filtering tools; and 4) They want help. Seven of 10 requested a guide to help identify good content, block objection-able content and learn to use the control tools they already have. It was important for Cox not to judge content, programs or family decisions, but rather to empower parents to make the decisions right for their own family.

A Web site located at Cox.com/TakeCharge was created as the main repository for tools, including TV, Internet and phone safety tips, a template for a “family contract” setting rules for proper media usage, detailed diagrams explaining cable TV parental control features, a primer on instant-messaging lingo frequently used by teens and tips on protecting personal information online. Keys to the site’s success are the numerous links to other helpful resources and “safe” sites, includ-ing an exclusive Toon Disney micro site devoted to Internet safety.

Recognizing the importance of reaching Spanish-speaking users, Cox concurrently created “¡Toma el Control!” alongside English content. An additional key to the Web site’s usefulness was offering resources relevant to its target audiences. The site materials are divided into sections aimed at parents, kids and separately, teens.

“We knew the content that would attract teens and younger children would be very different,” noted Surratt. “And more importantly, we wanted to create tools for the very different conversations parents would have with their 16- and 6-year-olds.”

The team enlisted America’s Most Wanted host and children’s advocate John Walsh to partner on the “Take Charge!” program and serve as spokesperson. Walsh conducted media interviews, headlined a satellite media tour, appeared in five public service announcements, authored an op-ed piece and hosted a national Cox program about Internet safety.

“As their agency, we were proud of Cox for being proactive, and demonstrating character and courage in addressing this tough issue,” said Alan Ulman, senior vice president of corporate communications at Ketchum.

“Cox Communications took a compel-ling, topical idea – helping parents keep their kids safe online and while watching TV – and transformed it into a meaning-ful community relations effort, “ added Shira Miller, president of Shira Miller Communications, which handled the bulk of the writing for the “Take Charge!” site and materials. “The

with Cox Communications, Ketchum and Shira Miller Communications

TAKINGBY BROOKE WILSONKetchum

“We knew the content

that would attract

teens and younger

children would be

very different,”

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successful integration of numerous communication compo-nents definitely helped the initiative win Best of Phoenix. It was a pleasure partnering with Cox and Ketchum to bring this initiative to life.”

The “Take Charge!” program lives on today. The cable industry faces new challenges from Washington, D.C., with proposals that would mandate a la carte delivery of cable channels being debated at the Federal Communications Commission (FCC) and in Congress. However, “Take Charge!” continues to strongly make the case that parents and cable providers can work together to manage families’ use of media and technology, without government interven-tion. Most of the program work has been brought in-house, and the Web site continues to be refreshed with updated tools and new content as Internet and cable technology evolves. A second series of PSAs with John Walsh is in development, along with a teen summit on Capitol Hill.

“We know “Take Charge!” will have a

long life, mainly because the structure

was set up so well from the beginning

with help from our partners,” said Surratt.

“Take Charge” won the PRSA|GA 2005Best of Phoenix Award. This was the secondyear in a row Cox Communications tookhome the “Best of” Award with its partners.

TAKING

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Q&A Chew on This: with Frank Bruni

Media Spotlight

BY JED S. NITZBERG, APRFlashlight Marketing Communications

Since 2004, readers of The New York Times have been dreaming of culinary masterpieces and drooling over the city’s gastronomic possibilities – thanks to the flavorful prose of Frank Bruni, the paper’s incognito yet omnipresent restaurant reviewer. His columns bring readers musings on food, yet can just as easily plunge into ruminations on décor with occasional dollops of restaurant business practices, served up with literary and pop culture asides. Bruni took a break between meals to answer a few questions for The PRactitioner.

How did you get started reviewing restaurants? It seems an unusual jump from your previous role as Rome bureau chief to restaurant critic.

I’d been working at the Times long enough - almost 10 years - that the editors knew me well enough to know I was an enthusiastic eater and a lover of restaurants. They’d also seen me cover such a wide variety of topics that I think they trusted me as someone who could delve into something new and bring myself up to speed quickly. I think they wanted, in the review post, at this time, someone who was generally informed about food and had been exposed to restaurants and fine dining but who wasn’t necessarily a citizen of that world. And they told me they thought I’d be a lively read, which was important to them.

How do you find out about new restaurants? How do you determine which ones to visit?

Internet, press releases, other publications, word of mouth. I look to determine which ones have the kind of pedigree that’s promising, which ones seem to be trying for something really special, and which ones seem to be generating excitement among knowledgeable people.

What makes a truly outstanding dining experience?

Great food - be it adventurous or familiar - in a comfortable or exciting setting, with seamless service. That’s about it.

Does that mean you have a basic process you use when conducting a review? Are there certain features you’re always watching for – almost following a mental checklist?

Beyond food, setting and service (the big three, where food comes first and the order of the other two depends on the claims a given place is trying to make), I really don’t have a bread-bathroom-etc. checklist. I just go along, noting happy and unhappy surprises, and gauging whether my mood tilts toward unimpressed or impressed.

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The savvy public relations professionalrealizes that campaigns today can’t be “onesize fits all.” Messages must be tailored toreach diverse audiences.

To do that, PR professionals must learnmore about their target audiences andwhich messages resonate with them.Depending on the company, the campaignand the target audience, strategies will varyfrom compiling extensive research to actual-ly hiring PR professionals who are also partof the target audience.Whether the goal istapping into buying power or expressingsupport of a niche audience, organizationsare making strides toward gaining theawareness and support of diverse groups.

The face of Georgia is changing as moreHispanics/Latinos,Asians and other ethnici-ties grow, not to mention the prominenceof the African-American community. But“diverse” audiences aren’t limited to ethnicminorities when it comes to PR tactics.There is greater awareness of gay, lesbian,bisexual and transgender matters, theexpanding roles of women and the agingbaby boomer generation.

BREAKING INTO THEHISPANIC MARKETThe burgeoning Hispanic* populationcontinues to have the biggest impact onGeorgia.According to the U.S. CensusBureau, from 2000 to 2002, the Hispanicpopulation grew faster in Georgia than inany other state with an average of 102

Hispanics moving here each day.Targetingthis market is complex; PR professionals musttake the time and make the effort to ensurethe intended audience accepts the message.The director of Hispanic PR at Cingular,Maria Schnabel,APR, cautions that gainingsupport and recognition from the Hispanic

market is not assimple as translat-ing a pressrelease. “The PRpractitionerneeds a verygood under-standing of theacculturation ofthe Hispanicpopulation thathe or she is try-ing to target,”said Schnabel.

There are vast differences between a recentimmigrant to the U.S. looking for a place tolive and a job versus a long-time Hispanicresident. Understanding the values of theculture are also essential to the practitionerseeking to reach into the hearts and mindsof Hispanics. Most Hispanics value strongpersonal relationships, loyalty and trustwor-thiness; they need to feel respected.Practitioners must develop ways of convey-ing these messages to connect with theHispanic market.

“As a company, Cingular is aware of thestrength and buying power of the Hispanicmarket,” said Schnabel.“We have Hispanic

employees throughout the organizationfrom the top down. In fact, we are uniquefor a Fortune-50-size company in that wehave three Hispanic executives in ourC-suite.At the uppermost level, we don’thave to tell executives what the Hispanicsegment is like because they are fromthe segment.”

Cingular recently created a new slogan totarget the Hispanic market. Most Americansare familiar with Cingular’s “Raising theBar” slogan. However, this slogan doesn’ttranslate well into Spanish. Cingular insteadchose “Adelante,” which means,“Go Ahead,Come In or Go Forward.”

“Adelante encapsulates both the Hispanicsegment’s desire to ‘make it’ in this countryas well as Cingular’s understanding of theHispanic segment’s dreams and ambitions,”explained Schnabel.Adelante gives Cingulara voice in the Hispanic community and letspeople know Cingular is committed tohelping Hispanic Americans live theAmerican dream.

“We have seen a significant lift in revenuein target areas of the country whereHispanic advertising and public relationscampaigns have occurred,” Schnabel added.“We understand the buying power that theHispanic population possesses and we arevery focused on communicating to thissegment through advertising and PR.”

BY JANA SCOVILLE, Dekalb Community Service BoardBY DAVE POSTON, Poston Communications

Reaching Different Audiences with MessagesThat Resonate

TargetingDiversity:

MARIASCHNABEL,APR

Director of Hispanic PR,Cingular Wireless

*Hispanic and Latino can be used interchangeably, but some members of this population prefer one or the other.The terms typically refer to Spanish-speakerswhose origins trace back to countries south of the United States. It is important to note that Brazilians are not considered Hispanic, since they speak Portuguesebut would be included under the Latino designation.

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Ana Toro,APR, marketing communicationscounselor/Hispanic Markets of A.ToroBusiness Relations, agrees that companies arevying for Hispanic buying power.

According to the Selig Center for EconomicGrowth at the University of Georgia,Georgia ranks third in the country in thegrowth of Hispanic buying power. Georgiais also the tenth largest media market, mak-ing it one of the most attractive Hispanicmarkets in the nation.According to Toro,banking is one of the largest sectors current-ly targeting the Hispanic market.

“Many Hispanic people come to theUnited States to work so that they cansend money back to their families who arestill in their native countries,” said Toro.This, compounded with the fact thatHispanics traditionally distrust bankinginstitutions in their home countries basedon negative experiences, has created a needfor American banks to develop trustingrelationships with the Hispanic market.

Toro helped Regions Bank with a smalltest pilot program for the Hispanic market.“Regions Bank realized that manyHispanic people were not keeping theirmoney here,” recalled Toro.“Instead, theywere either sending it back to their homecountries or they were keeping it in placesother than banks.”

Regions Bank chose to target Hispanics asits niche market and asked for a campaignthat would convey trust and respect and letHispanic customers know putting theirmoney into Regions Bank is safe. “Theyknow my name and they do not lookdown on me,”Toro explained.“This is theoutcome that Regions Bank expectedfrom the campaign.”

The small ad campaign was launched attwo locations in metro Atlanta.TheSpanish materials used a tagline, whichtranslated into English means ‘Dreams AreBuilt – We Support Them.’Additionally,Regions Bank hired Spanish-speakingemployees to work with their new cus-tomers.“The campaign was a success,” saidToro.“Regions Bank performed post test-ing of the increase in open accounts andthe number of accounts are increasing.”

UNDERSTANDING ATIGHT-KNITCOMMUNITYGeorgia’s African-American residents play ahuge role in the makeup of the state’s senseof community, culture and style.Accordingto the U.S. Census Bureau in 2000,African-Americans made up 29 percent of the popu-lation in Georgia. By mid-2004, Georgia hadthe fifth-highest African American popula-tion in the country. Now director of share-holder affairs for Coca-Cola, Lori GeorgeBillingsley has made a career out of focusingon multicultural public relations. In recentyears, she owned her own consultancy,which had the National Diabetes Associationas a client. “A colleague and I worked onthe American Diabetes Association’s firstnational program targeting the African-American community,” Billingsley said.

The pair started the campaign by researchingand honing in on their target audiencewithin the older African-American popula-tion and finding synergies between theirclient and other powerful organizations intheir target communities.Their strategyincluded the creation of a public relations kitdistributed to all local American Diabetes

Associations so that they could localize thecampaign.The campaign launched nationallyon a large-scale at the Metropolitan BaptistChurch in Washington, D.C. “We foundthrough our research and our knowledge ofthe population that church plays a huge rolein the lives of the people who we weretargeting,” said Billingsley.

The team plannedthe event in acomfortable locationfor its target audi-ence in order to talkabout a serious issuein the African-American communi-ty. An educationallysteeped program wasplanned with high-level speakers such asJessie Jackson, anassociate minister ofthe church at thetime, Patty LaBelle, who has diabetes andpromotes awareness of the disease, andDr. James Gavin, current president of theMorehouse College School of Medicine.

“For PR practitioners working on multicul-tural campaigns, they should be aware thatthe multicultural market has buying power,”said Billingsley. She added,“This buyingpower will continue to grow and it is veryimportant that practitioners continue tolearn how to reach these audiences.”

Diversity:TARGETING

ANA TORO,APRA.Toro Business Relations

LORI BILLINGSLEYShareholder Affairs,

Coca-Cola

Continued on page 10 >>

“The event was the most

successful event of my

career,” said Billingsley.

“We had an unbelievable

turnout, and it was like a

big reunion for everyone.”

TargetingDiversity:

<< Continued from page 9

TAPPING INTO THEGLBT COMMUNITY’SSTRENGTHThe gay, lesbian, bisexual andtransgender (GLBT) community standsproud when helping itself and others dealwith the AIDS crisis. An issue so dear tothe heart of the community might seem aneasy one to tackle from a PR perspective,but in reality, it can be a complex challenge.Harrison Perry of Harrison Perry PR and ateam from Edelman, including John Walker,Katie Patterson and Megan Johnson, rose tothe challenge. “Facing issue exhaustion, thework demands messaging and outreach thatsurpasses sim-ple awarenessand involvesa complexbalance ofrespect, supportand encourage-ment,” notedPerry.

AIDS WalkAtlanta is pre-sented by AIDAtlanta and is the southeast’s largest AIDSfund-raising event. It raises much neededmoney to support more than a dozen vitalHIV and AIDS service organizations in the metro Atlanta area.The fundraising goal ofthe 15th annual event in 2005 was more than$1 million to support services and programsfor men, women and children living withHIV/AIDS in Georgia.

Much like the teams that participated in theAIDS Walk Atlanta 2005, the PR professionalsinvolved were grateful to a group of celebri-ties who helped create a buzz. Atlanta-basedmusic producer Dallas Austin brought super-model Naomi Campbell on board. Actor andplaywright Leslie Jordan lent his name to theevent because of a longtime friendshipbetween his producer and AID Atlanta inter-im executive director Steve Balfour. Amongother tactics, the team scheduled radio inter-views for Campbell and distributed publicservice announcements recorded by Austin.

“The renewed celebrity involvement weachieved absolutely helped garner a lot of cov-erage – from ink in the Atlanta Journal-Constitution’s PeachBuzz, City Life and Metroto expanded placements in local GLBT publi-cations such as Southern Voice,” said Perry.“Their involvement as recognizable supportersdrew attention, generated public excitementand caught the public's eye.As for credibilityand legitimacy, Dallas and Naomi’s involvementsent a special message to the local African-American community that the AIDS Walkencompassed their needs.”

Celebrity involvement proved critical in main-taining the focus of local audiences whenHurricane Katrina hit midway through thecampaign diverting fundraising attention.Harrison noted,“The team sprang into actionwith messaging that Katrina was actuallyincreasing the need in Georgia.”

Press releases and pitches spread the word that,“Hurricane Katrina displaced about 8,000HIV/AIDS individuals who are in dire need ofmedication and services. AID Atlanta alone hasreceived 20 percent more calls from Katrinarefugees seeking HIV/AIDS services and expectsthe numbers to grow over the coming months.”

By overcoming the challenges of issue exhaus-tion and a huge natural disaster, the public rela-tions success for AIDS Walk Atlanta 2005resulted in vast attention in a diverse range ofpublications and an estimated advertisingequivalency surpassing $250,000.

EMPOWERING WOMENTO ‘DO ITTHEMSELVES’“If Oprah Winfrey and Bob Villa had a kid,their offspring could be Norma Vally, theDiscovery Home Channel's Toolbelt Divawho wants to empower women – with powertools.”That was the lead of the AssociatedPress story that crossed the wire in late 2003.It focused on the growing numbers ofwomen homeowners and the women’s “do-it-yourself movement,” when it came tohome renovations and repairs. Hundreds ofnewspapers reprinted the article landing Vallyon the news and talk-show circuit.The power of women-led home repairsbecame a hot topic and a fresh way to targetthe women’s market.The Home Depot and

Lowe’s both conducted surveys on the topic.In a 2003 survey,The Home Depot notedthat 69 percent of women ages 25 to 49expressed an interest in improving their gen-eral home maintenance skills.

Announcing their Do-It-Herself Workshops,John Costello, executive vice president andchief marketing officer for The Home Depot,noted, "Women today play a critical role inchoosing the projects and doing the job,whether it's a major remodeling or routinemaintenance.”

With the third season of her show in fullswing,Vally’s new book,“Chix Can Fix,” wasscheduled for publication in March 2006.Local PR professional Amanda Leesburgbegan working with Vally through her assign-ments with Discovery Home Channel.Leesburg was responsible for getting nationalexposure for the AP article. She later transi-tioned into her current role as Vally’s personalpublicist and is currently spreading the wordthat Vally’s new book can be an inspirationfor women.

Together,Vally and Leesburg have craftedsome very unique PR strategies that are scor-ing major results – with bookings onTODAY,Tony Danza and Montel Williams, toname a few.Vally is in talks with the GirlScouts of America to create a new patch forhome improvement tasks.Vally’s motto is:“Forget ‘Honey-Do Lists’, because whenyou’re working with me, honey, you do ityourself.” She’s also encouraging women tosupport each other in the process – by passingbooks like Vally’s around as housewarmingand Mother’s Day gifts.

The communications job isn’t as easy as fix-ing a broken faucet though. Leesburg noted,“Believe it or not, the field is quickly becom-ing crowded.A large part of my responsibilityis differentiating Norma to the audience, atask we’re achieving through sheer creativity.For example, we’re moving past women’smagazines and selling men’s magazines towives and girlfriends who are involved in repairs. Every time Norma travels, weconduct a media tour.And, I always try toremind women that Norma is one of the fewin this business who actually gets in there andcompletes the tasks she presents in her bookand on the show.”

HARRISON PERRYHarrison Perry PR

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So she’s in the game with Leesburg, and they have become closefriends in the process.“Having worked with Norma to target thisaudience segment over the last few years, I’ve been able to watch herand her business grow. Since we began, she now has two fan-basedWeb sites.The fan mail she receives references various media place-ments, so we can definitely see the impact of the PR effort. Plus, it’sjust wonderful to know women are out there ‘doing it themselves’.”

UNDERSTANDING THE BOOMING RETIREMENT TREND“Baby Boomer” defines the group of people born between 1946 and1964 - when birthrates surged after World War II.They still make upa great segment of today's work force with significant wealth. Anindividualistic group, Baby Boomers’ interests include health, familyrelationships and personal finance.

Director of External Communications for ING U.S. FinancialServices Caroline Campbell leads the public relations efforts stem-ming from a national survey, with over-sampling and specific statis-tics on Atlanta.The study that began in 2003 has continued into2006, when Baby Boomers first officially hit retirement age.

Two hundred metro Atlanta adults between the ages of 35 and 55,with household incomes between $50,000 and $125,000, participatedin the 2003 survey.The survey provided Atlanta media with their firstlook at local statistics.

Almost one-third of Atlanta adults surveyed are more optimistic theywill be financially better off in retirement than they are now com-pared to the national survey, where only 23 percent said they will befinancially better off in retirement.

Among Atlanta adults, the younger segment (35-44) is moreoptimistic that they will be better off than the older group (45-55)(40 percent vs. 24 percent).

Almost 60 percent of Atlanta adults said they would be more pre-pared for retirement than their parents.

Overwhelmingly,Atlanta adults and adults within the national surveysay they would consult a professional advisor for reliable advice andinformation on retirement planning decisions. However,Atlantaadults appear more likely to do so (83 percent vs. 74 percent).

“Baby Boomers, as a diverse audience, are an everyday target forING. It’s important for ING to target that population and be aresource for them on their issues,” said Campbell.“The campaigncalled attention to the fact that Baby Boomers weren’t always entirelyfinancially prepared to face a long retirement, and that if needed,ING was available to be a resource.”

The PR effort also encompassed messages about the longevity of life,that the average retirement period was lasting longer (20-30 yearsinstead of 15), and that Baby Boomers want to work longer. Backedby the local market research on Atlanta, the tactics used were part ofthe classic PR arsenal of press releases, pitching and follow-up.

“We were definitely one of the first to pitch the media with localdata on Atlanta’s ‘mass affluent market,’ which gave us significanttraction,” stated Campbell.“Pushed out to all of our clients, weintegrated the media effort with marketing and e-business on theWeb site, field sales and distribution.”

Based on the initial success, ING has continued the survey withvariations following the first effort. Now that Baby Boomers arestarting to retire, generating a retirement income is a consciousissue for the target audience.

These few examples display that the public relations profession isin tune with the needs of diverse audiences. Not only are PRprofessionals doing the necessary research to learn about their targetaudience, but they are going a step beyond and putting themselvesin the shoes of their audience.As a result, messages are receivedloud and clear, appropriate actions are taken, and ultimately valueis created no matter who the audience is.

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JUST THE FACTS:767,595 Georgians are foreign born with a majoritycoming from Mexico, Germany, Korea, India and Jamaica

300% increase in the Latino/Hispanic population inGeorgia from 1990 - 2000

By 2025 more than one-third of the Georgia populationwill be people of color

173,170 persons of Asian origin live in Georgia, whichinclude Asian Indians, Chinese, Filipino, Japanese, Korean,Vietnamese and other Asians.

216,920 foreign born residents in Georgia were born inMexico, representing the top foreign born country of originin the state.

500,000+ Hispanic/Latino persons live in Georgia,representing 6 percent of the states entire population

71,104 Georgian households are unable to speak andcomprehend English

21,950 Georgians speak Vietnamese

34,384 Georgians speak French

68% of the African-American population participate in thecivilian workforce in Georgia

Information from the Georgia Minority Health and Health Disparities Report,released by the National Center for Primary Care in collaboration with the GeorgiaDepartment of Human Resources Office in Minority Health Division of Public Health.

<< Continued coverage from “Targeting Diversity” on page 11

BY DAVID ROSSUnited Way of Metropolitan Atlanta

The 1996 Olympic Games put Georgia on the path ofincreasing cosmopolitanism. Now public relations profession-als from Gainesville to Savannah will have to consider howto reach audiences in numerous dialects of Spanish,Portuguese, French, Japanese and Chinese, to name a few.Within the local translation services community, it is well-recognized that a qualified translator is more than just some-one who is bilingual.

Sandra Bravo, owner and principal of International LanguageSolutions, and Rosa Burkard, a Georgia Certified CourtInterpreter who also works for the Centers for DiseaseControl and Prevention, both have observed that governmentagencies and corporations in Georgia have grown more dis-cerning in their use of interpreters and translators.The two

serve as president and acting chair, respectively, of the AtlantaAssociation of Interpreters and Translators (AAIT) and stateconfidently,“No good translator will commit to unrealisticdeadlines or compromise the quality of the job.”

Mary Maloof of Maloof Language Services offers herprospective clients this caution:“Don’t look at translationsservices as a commodity. One translator is not as good asanother.A little time in research is time well spent.” She rec-ommends asking about a prospective translator’s experience,continuing education, and involvement in professional trans-lator associations. Look for at least three references in thespecific subject matter related to your document (e.g., law,engineering, medicine). Most importantly, ask if the translatorwill arrange for a review for accuracy by a second translator.If unable, find a translator who can or line up a second trans-lator on your own.A professional translator should be willingto refer you to another.

Bravo and Burkard say rates for translation services willdepend on the volume or scope of the work and are almostalways negotiable.A translator may have a flat fee for smalljobs, as well as additional or higher fees for rush jobs.

Maloof points to a more subtle set of criteria.“You have tobe a good writer to be a good translator. Look at how wellthey write in English.Are they careful? Are they diligent?”Don’t forget about regional or country dialects – Spanish inMadrid in not the same as Spanish in Mexico City. Makesure your translator can adjust for these differences known aslocalization. Maloof underscores the value of using an expe-rienced translator with a Spanish expression:“You paypeanuts, you get monkeys.”

Translation Resources:ROSA BURKARD(678) 566-1380rosaburkard@earthlink.net

SANDRA BRAVO(404) 327-8815bravo_s@bellsouth.net

MARY MALOOF(404) 510-2180mmaloof@comcast.net

National Association ofJudicial Interpreters and Translators –www.najit.org

American Translators Association –www.atanet.org

Atlanta Association of Interpreters and Translators –www.aait.org

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Good Translators A FewWANTED:

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BY GAYLE B. MACINTYRE, APRGlobal Ink Communications, Inc.

Is electronic communication the demiseof our culture, the end of prose, theultimate ‘McDonaldization’ of civilization?From emoticons to abbreviations, haselectronic communication pushed the barso far that grammar is lost, spelling is passéand proper punctuation is as archaic asspeaking Latin?

OTOH (on the other hand), when usedeffectively, electronic communication isefficient, quick, powerful and a remarkabletool. As professional communicators weare the first to embrace new tools. But atthe same time, it’s our responsibility to setand practice the standards for High TechEtiquette.

Molly Epstein, Ph.D., assistant professorin the practice of ManagementCommunication at Emory University’sGoizueta Business School, said,“One ofthe most important things to rememberwhen using e-mail for business communi-cation is to maintain your professionalcredibility.” Epstein says you achievecredibility by following a few simpleguidelines:

• Think before you send an email - Don’tbe the person who forwards jokes andfrivolous information.• Use the ‘need to know,’ rule - Don’t“cc” everyone indiscriminately justbecause they are in your work group.• The subject line is king - Make sure itclearly communicates the content of theemail. If action is required, put it in thesubject line.• Write your email so that it is concise andeasy to read. Remember, email is oftenscanned.Write the lead first, and use bul-lets or headings to denote key content.

How informal should you be in yourelectronic communication? Epstein said,“Because of the widespread use ofhandheld devices such as a Blackberry, itis okay to use select abbreviations andcertain email shortcuts. However, the useof these shortcuts depends on therelationship you have with the receiver.

“It is always best to begin an electronicrelationship by using punctuation, gram-mar and eliminating email shortcuts andemoticons,” she continued. “As youbecome more familiar with the person, itmay be appropriate to drop certain punc-tuation and revert to other shortcuts.”

She cautions that email is one of the mostpermanent forms of communication andsaid,“Once it’s in the ether it existsforever as it can be retrieved from a serveror a hard drive even after it’s erased. Sothink before you write.”

“There are certain types of communica-tion that are never appropriate for anemail,” Epstein noted.“Any communica-tion that requires dialog or a lot of detailshould always be held in person or on thephone. For example, employee reviewsare not intended for email. Sometimesyou just have to pick up the phone orwalk down the hall to communicate.”

When to check? Because you can check your email doesn’tmean you should. We have all beenvictim to the person whose palm is always“piloted” or the telltale click of a key-board during a phone conversation.

“Multi-tasking is not only acceptable inour society, it is expected,” said Epstein.“However, the person in front of youalways takes precedent. A simple but oftenforgotten rule of thumb is the person in

front of you comes first, the telephonesecond and electronic media third –no exceptions.”

And it is okay to shut down. Just becauseour technology is 24/7 doesn’t mean wehave to be.

“People need a break,” she concluded.

“We can do multiple things, butwe can’t necessarily do multiplethings well – especially aroundthe clock. It’s okay to turn off theemail, leave a forwarding contactand electronically disconnect.”

After all we all need to GAL (get a life)and avoid being %-6.

High Tech Etiquette…Say It with WORDS

A Dummy’s Guideto EmoticonsEmoticons are facial expressionsmade by a certain series of key-strokes - most often producingan image of a face sideways.

Examples include:

:~/ Confused

#:-o Shocked

>:-< Angry

:/) Not funny

:-) Classic smiley

(:- Unsmiley

%-6 Brain-dead

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Media Spotlight

Do you have complete editorial control over what you write and what gets published?

Editors read and sometimes suggest changes in my copy. Of course, I run my schedule of reviews by editors, and they may make sugges-tions based on their gauge of what will serve readers best. But I have a lot of control, and the paper never has tried to influence my opinions in any way.

With the rise of opinion sites and blogs where anyone with a computer can post a review of a restaurant, has the role of the restaurant critic/column become endangered?

I think it’s become different, but I don’t think it’s endangered. People will probably always find merit in a given voice that dines out all the time and has an enormous frame of reference and a consistent set of standards.

As the top restaurant critic for one of the world’s most influential newspapers in a truly “restaurant-centric” city, you wield a great deal of power. Have people every tried to influence you inappropriately?

No one’s ever tried to bribe me, thank God. People in the New York restaurant scene know how ethically a Times critic operates and I think they would rightly worry about the reaction to any attempt by them to exert undue influence

What – if any – interaction do you have with PR people?

I appreciate what PR people do, and I like getting initial information from them, which happens all the time. And they are often helpful conduits to chefs and others at restaurants.

Wooingthe Critic

BY MELISSA LIBBYMelissa Libby & Associates

Ah, the restaurant critic. Either my best friend or a thorn inmy side! When the review is glowing and my clients arehappy, I want to send flowers.When the review is snippyand mean-spirited, I want to send a hit-man.

But really, I enjoy working with critics as part of my jobpublicizing restaurants.The critics are knowledgeable aboutfood and service and are genuinely interested in the news Ihave for them. I have found that they appreciate workingwith PR people as a source of whatÕs openin g, closing, andchanging.We also help them get interviews, photos, andrecipes – something that is hard to do without some help.

My tips for working with restaurant critics:• Spell food and menu items correctly.• Be prepared to explain the restaurant in a sentence. • No over-used phrases or meaningless words

(“casually elegant” comes to mind). • Be a source. Look for trends among your clients and let

the critic know what you see. • Eat out often!

Being a restaurant critic is a hard job, filled with a lot of badmeals and indigestion. Helping him/her get informationeasily and correctly is the least we can do!

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ADD IT UP!PRSA|GA on the Grow BY ELISSA MCCRARYAmerican Cancer Society

1st PRSA|GA Conference for PR professionals – PRactical Perspectives 2006

2nd Size of the Georgia Chapter in the National Society

5 Number of PRSSA chapters the Georgia Chapter supports

11 Number of Special Interest Groups (SIGs) in the Chapter

48 Number of PRSA|GA networking opportunitiesthroughout the year – monthly meetings, seminars, SIGsand special events

403 Number of attendees at the2005 Phoenix Awards Celebration

900 Number of PRSA|GA Members

Media Spotlight

IBY STACY WHITEThe Southern Company

It’s not often that a public relationsprofessional gets to shape corporate andnational policy, but Dwayne Summar,APR, Fellow PRSA did just that afterlanding his first corporate job with theSouthern Company 42 years ago.

Summar, a native of Murfreesboro,Tenn., parlayed his strength in Englishinto a decades-long career that has seenthe creation of a communication organi-zation, the development of an industry’sresponse to Three Mile Island and a stintas national president of PRSA.Along theway he’s worked as a newspaperreporter, for public relations agencies,both large and small, and for himself,but it was the opportunities he had atSouthern Company that honed hisnational profile in the public relationsarena.

The 2005 recipient of the Patrick JacksonAward for Distinguished Service toPRSA, Summar exemplifies the senti-ment behind the award – advancing theprofession as well as the Society.

“He is one of the most polished andprofessional communicators that I haveever known,” said Dub Taft, corporatecommunications manager at SouthernCompany and a former co-worker.“Through the value of his counsel to topmanagement while here, he was responsi-ble for elevating the role that corporatecommunications plays within SouthernCompany’s business strategy. He also wasan excellent boss and mentor. He had agift for recognizing raw talent and theability to bring out the best in a person’spotential through the right blend of

motivation, coaching, discipline andprofessional development.”

Among other achievements, Summarbuilt Southern Company’s firstcomprehensive communicationorganization from the ground up,including the functions of media relations,investor communications, advertising,internal and system wide communications,executive communications and corporategraphics. He was instrumental in creatingSouthern Company’s first corporateidentity program and its first environ-mental communications program.AfterThree Mile Island, he helped form thePR organization for the Atlanta-basedInstitute of Nuclear Power Operations(INPO) and hired its first director. Hehas also chaired the advertisingcommittee of the Edison ElectricInstitute, and has served on thecommunications committee of theElectric Power Research Institute.

“You’ve got an ideal situation when thepublic relations officer and the CEO havea direct relationship,” Summar said.“Ifyou’re not there when policy is beingformulated, then you’re being told laterwhat management wishes would happen.Having a seat at the decision-makingtable makes the spokesman far moreeffective in presenting the company’sposition in the court of public opinion.”

And while he’s been away from thecorporate world for a while, the functionof public relations hasn’t changed. “Themore things change, the more they staythe same,” Summar noted.“Public rela-tions has never been more important. Butit’s still the same basic function – to gainand maintain an acceptable reputation.The goal has not changed, but the tech-nology you use to reach that goal has.

Blogging and other Internet tools aresome of the ways now that opinions arebeing influenced.”

While Summar said public relationsdegrees can be important to a PRprofessional’s success,“real world” experi-ence is far more valuable.“Journalism stillfits in this profession and the reason itfits, is a good journalist can comeprepared to ask a CEO questions hehopes will never come up,” Summar said.“A PR professional with a journalist’smentality can help a CEO realize whenhe’s given a response that’s not going tofly in front of the public.”

He also pointed to the benefits thatvolunteer work provides, including net-working and relationship-building.“I wasfortunate that my CEO encouraged me tovolunteer and be highly visible in theindustry as well as the profession,” he said.“The relationships you build are just soimportant, and that network I first createdin the 1970s continues to this day.”

PERSPECTIVES FROM THE ORDER OFPERSPECTIVES FROM THE ORDER OF

T H E P H O E N I XT H E P H O E N I XPRSA NATIONAL AWARD WINNER

SPEAKS OUT ON ADVANCING THE PROFESSION

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Dwayne SummarDwayne Summar Public Relations

www.prsageorgia.org

©2006 PRSA|GA.All rights reserved.