What’s a business community without ethical values? Some of you may not know a working definition of ethics, so I will define it for you. Business ethics is a person’s social responsibility and moral values that aid in their decision-making and work practices.

Some ethical values are:






In careers, or every day life, people may be faced with moral dilemmas that interfere with his or her core values. It is important to make decisions that reflect upon your personal code of ethics and not compromise them in order to get slightly ahead.

For example, if you were to steal from a store even though you could afford the items, would the legal punishment be worth it in the end? Doing what you know is wrong in every day life may lead to unethical business practices in the future. I believe that if people hold true to their core ethical values in their daily life, they will be more likely to make socially responsible and ethical decisions in the professional world as well.

Traditional and Social Media Coincide

Today’s college students are digital natives, but what happens when you extend their social media output to a business standpoint and combine it with traditional media? I am summarizing an academic study by Melton and Hicks for my J452 class called “Integrating Social and Traditional Media in the Client Project.”  




This study hypothesized that integrating both social media and traditional media in a student-based client project would expand students’ understanding of social media from a business standpoint and teach them communication aspects in business.




  • Two undergraduate business classes were assigned to work on different aspects of a business project as a convenience sample. The exact number of students is not disclosed.


  • Students were chosen to use social and traditional media for a client’s upcoming charity concert to give them real business experience. The classes were given a $300 budget, whereas the client usually spent much more on traditional media.


  • A lower-level business class was chosen to work specifically on the social media aspect of the project, and an upper-level business communication class was chosen to work on traditional promotional strategies.


  • The student outcomes were measured by a survey of the participating classes.            



Both the students and the client benefited from this social and traditional media collaboration.

The students gained skills and experience in

  • Researching and analyzing surveys.
  • Budgeting for promotions and advertising.
  • Implementing a business strategy.
  • Networking with charities and businesses.
  • Training to work with clients.
  • Aesthetic and technical skills in building websites and making videos.
  • Corresponding professionally to management companies.

The client benefited by

  • Increased sales: the concert hit their record profit for the past five years.
  • More exposure: they now have many active social media outlets and followers.
  • Money saved: the client spent $300 on marketing, which is $1,000 less than previous years.


The study was limited by time. Since the opportunity came up mid-semester, there was not ample time for all of the students’ social and traditional media strategies to be implemented. There was also not enough time to build as strong of a Twitter or Facebook following as they had hoped.



This study demonstrated the researchers’ hypothesis that social and traditional media collaboration will expand students’ understanding and skills in both media forms.




Melton, J., & Hicks, N. (2011). Integrating social and traditional media in the client project. Business Communication Quarterly, 74(4), 494-504. doi:10.1177/1080569911423959


Communication with Introverts

Photo Credit: 127 Mikras Photography

When speaking to an introvert in the workplace and they respond to your questions with curt, quiet, one-word answers, you may find it rude. Why did they only respond with one word? Did I offend them? The answer is most likely no. They may be shy or introverted. They are not sure how to keep a conversation going with someone they are not familiar with, or they take their time to think about a response. Introverted people generally have reserved personalities that blossom when you get to know them. Most introverts do not talk unless they have something to say. This does not mean they are all shy people, but it does mean they choose their words wisely.

Bill Gates is a prime example of a famous introvert. He is not a man of many words, but when he does speak, he is worth listening to. Mr. Gates has many famous quotes that portray how astute this introvert is. Mr. Gates stated,”Life is not divided into semesters. You don’t get summers off and very few employers are interested in helping you find yourself.”

Laurie Pawlik-Kienlen Inspired These 9 Tips to Effectively Converse with Introverts

1. Be comfortable with a slower conversation pace.

2. Converse one-on-one instead of a group setting.

3. Sometimes written communication (e.g. email) may be the most effective.

4. Learn to interpret non-verbal communication and use it yourself.

5. Smile and be pleasant.

6. Ask open-ended questions to aid in conversation continuity.

7. Encourage them to talk by showing appreciation when they do.

8. Repeat what they say and summarize it back to them.

9. Engage in eye contact whenever they are speaking.

Introverts are driven to succeed in a different way than extroverts. It is best to think quality over quantity. Introverts take their time to come up with excellent work or answers, instead of quickly piling a large amount together at once. According to Lisa Petrilli, “Introverts get the energy to succeed differently than you do.” They think without voicing their thoughts. When they decide to share their ideas, it would be wise to listen. Introverts can be team players or self-starters. They do not, however, enjoy being put on the spot or being in the spotlight. They enjoy working behind the scenes.
While allowing introverts to pace their opinions, you can think of your next open-ended question to keep the conversation flowing smoothly. Patience is key for the extroverts leading the conversation. These hints and tips should allow more extroverted individuals to communicate efficiently with their introverted counterparts.

Photo Credit: James Naruke

Public Relations: Negotiation

Successful PR involves two-way communication. Two-way communication is critical for negotiation, therefore; PR and negotiation coincide. With negotiation, two parties attempt to find an amicable solution in a dividing situation. With public relations, some agencies or companies have to give or take from their plans in order to reach a mutually beneficial agreement, which benefits both organizations. Both organizations must gain something beneficial in order for the negotiation to be successful. Proper communication is vital for negotiation to be favorable with both parties.

For example:

With event planning, the event planner must negotiate between their clients, the event venue, caterers and suppliers in order to reach a mutually agreeable budget for each event. I listed 10 negotiation tips below that may help potential event planners and clients reach agreements successfully.

10 Tips for Negotiation: Ed Brodow

1. “Don’t be afraid to ask for what you want”

2. “Shut up and listen”

3. “Do your homework”

4. “Always be willing to walk away”

5. “Don’t be in a hurry”

6. “Aim high and expect the best outcome”

7. “Focus on the other side’s pressure, not yours”

8. “Show the other person how their needs will be met”

9. “Don’t give anything away without getting something in return”

10. “Don’t take the issues or the other person’s behavior personally”



Hello! My name is Melissa Bruinier, and I am starting this blog in hopes of becoming a better writer, to learn more about public relations and to show the world who I am. My only other blog was for the journalism gateway classes. It was a fun experience, and I hope to be more seasoned in my public relations major now. I thoroughly enjoy working directly with the public and cannot wait to get in to the public relations field.

“Love what you do. Do what you love.”
Wayne Dyer