Ethical Issues Within The Business Industry Essay

To what extent does it mean to be fully ethical in business without any controversy or discrimination? What are the main issues that most employees must address and confront to make for a better business or workforce? What are the common ethical pressures that are being faced in the business industry and how might we be able to address and overcome not only in the current businesses that we work in but the entire world? We may never know because there are two sides to each story the good or the bad and the right from the wrong. We must all just be honest with ourselves and aim for justice. Each person may have their own different opinion and or viewing, causing ethics to be a moral value to what feels right. It seems that every day in the news or hearing from our friends or loved ones, that there are some new issues that start to rise no matter what position they are in. However, there are many ethical issues in business. The top 5 ethical issues in business are discrimination, accou nting, employee theft, abusive behavior, and misusing company time. One of the most important factors in the workforce today inequality which is an ethical issue is known as discrimination. Research, that was conducted by the National Conference for Community and Justice, approximated that 70 percent of Americans accept racism issues in the workplace. Based on a test stating some of these issues are formed by bad or uncomfortable feelings at work, as well as reduced productivity. Other forms ofShow MoreRelatedBusiness Ethics: Case Studies1238 Words   |  5 Pagesï » ¿Business Ethics Table of Contents Case 1: Monsanto Attempts to Balance Stakeholder Interests. 3 Case 3: Wal-Mart: The Future is Sustainability. 4 Case 6: AIG: Coping with financial and ethical risks. 4 Case 7: Microsoft Manages Legal and Ethical Issues. 5 Case 1: Monsanto Attempts to Balance Stakeholder Interests. Monsanto is a world renowned organization dealing in agriculture products. The seeds produced by the business are genetically modified. The genetically modified agriculturalRead MoreLegal Ethical and Regulatory Issues1479 Words   |  6 PagesLegal, Ethical Regulatory Issues The online banking industry is a growing and a continually evolving business. This paper will identify and describes the legal, ethical, and regulatory issues that impact online banking the Websites. Business ethics examines ethical rules and principles within a commercial context involved in e-commerce are faced with the same if not more legal issues as any other business; these issues include, but are not limited to jurisdiction, contract, and legitimacyRead MoreThe Ethical And Moral Nature Of Products And Services917 Words   |  4 Pagesthe world of business may have noticed constant changes within industry along with increasing complex factors stemming from the altering dynamics of the society and culture. As a result, managers and stakeholders have to apply sophisticated quantitative and qualitative methods in trying to conjure up a business model that will incorporate all variables and lead to the best possible outcomes for sustainability and growth in a given sector. S ome of the emerging issues relate to the ethical and moral natureRead MoreThe Driving Force Behind A Company s Financial Success Essay1251 Words   |  6 Pagescreating, communicating, delivering, and exchanging offerings that have value for customers† (Kotler Keller, 2012). Since marketing plays such a vital role in a business success, marketing manager and the company they represents has a fiduciary responsibility to consumers. Thus marketing managers has not only a moral but also an ethical responsibility to consumer, stakeholders and the company they represents. In simple layman’s term, ethics is a concept of what is wrong and right. For marketers,Read MoreThe Role Of Business Ethics Within A Community Essay781 Words   |  4 Pagescontingent on the community’s view and opinions of the issues at hand. As time passes, the community will evolve and the popular interpretation of an issue will influence the acceptance of behavior by the community at large and, in a business setting, it is no different. Business leaders must adhere to accepted cultural and community code of conduct in order be accepted as contributing members of the community. In analyzing the role of business ethics within a community, Joseph Betz (1998) wrote: To liveRead MoreBusiness Ethics : Ethics And Social Code Essay1422 Words   |  6 PagesINTRODUCTION Business ethics is a form of ethics which is applied in the field of business and it deals with the ethical issues and principles arising in a business background. In short business ethics means to carry on business for the human welfare and the benefit of the society. 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And businesses are asked to do something to undertake more environmental responsibility under principle eight. â€Å"As an established industry leader in the areas of human rights and ethical business†(see Embedding Human rights in Business Practice iii), we believe Cadbury has a ground to say in these respects. We quite agree with the business practices suggested by the GlobalRead MoreInternal And External Factors Affecting Mcdonalds1468 Words   |  6 Pagesin the fast food industry, a very complex environment is created for McDonald’s. There are various internal and external environmental factors affecting the functions of McDonald’s corporation and demands for new innovations. The factors are as follows: Internal Factors: Internal factors are the factors within the company, which affects the success and operation of business. The company can control these factors. Effective internal management is the key to the successful business. 1. Employees:Read MoreMartin Marietta Case Essay1475 Words   |  6 PagesMartin Marietta: Managing Corporate Ethics (A) In an industry  overwhelmed with fraud and corruption, Martin  Marietta was ready to revamp their reputation to become an ethical company. This concept  catapulted a decade of creating, developing, and tweaking an ethics program. Martin Mariettas goal was to maintain a work place with descent people doing quality work (page 1). But with this idea came a series of difficult  challenges the company needed to overcome. Martin Marietta  arose to the  challenge

Barbarians Essay Example For Students

Barbarians Essay BarbariansThe term Barbarian is Greek in origin. The Greeks originally levied it at any races who were not of a Greek origin; especially those who threatened Greek civilization and culture. Because most of these strangers regularly assaulted Greek cities, the term barbarian gradually evolved into a rude term: a person who was a sub-human, uncivilized, and regularly practiced the most vile and inhuman acts imaginable. It is obvious that a barbarian has not been considered as a member of society as well as a woman in Ancient Greece. In many Greek tragedies that we have read women either play a secondary role or absent at all. That is why it is so unusual to read a tragedy where woman is a main character and not only that a woman is a foreigner, a barbarian. Euripidess Medea was created in a period of Peloponesian War. Each war, regardless of the century it occurred, not only destroyed and killed but also caused the reappraisal of the values in the society. Literature, in Ancient Greece , used to be a main reflection of what the society thinks what values and rules it has and what impact the war had on peoples minds. Obviously, the Peloponesian War has brought a lot of stress and chaos into the society, so during this time some poets have foreseen the intellectual revolution. Euripides, however, was the first one who created the play where he opposed a barbarian to someone civilized; he has his Medea confront Jason. The civilized Jason is more barbaric in his emotional callousness than the barbarian Medea, but by the end of the play she exacts a barbaric penalty. The Nurse calls Medea a strange woman. She is anything but typical. Euripides admits from the outset that this is a bizarre tale of an exceptional human being. Lest she may sharpen a sword an thrust to the heart, Stealing into the palace where the bed is made, Or even kill the king and the new-wedded groom, And thus bring a greater misfortune on herself. Two great pains tear Medea: the betrayal of Jason an d her betrayal of her country and family (and consequent exile). The two are interwoven and double her sorrow. Guilt, loneliness, rejection, love, all war within her. Ah, I have suffered What should be wept for bitterly. I hate you, Children of a hateful mother. I curse you And your father. Let the whole house crash. Of course Medea is barbarian, she came from a different country, she is violent and everyone knows that she posses the unique and in somewhat supernatural power that can make people to do things her way. These characteristics correspond to the definition of barbarian in the Ancient Greece. On the other hand, we realize that the part of her power is her intellect, which is not barbarians own distinctive feature. People, including the king, are afraid of Medea. Kreon: I am afraid of you, why should I dissemble it? I believe their fear is based not only on the fact that she has a great passion and able to do something terrible, but also on the fact that people start to r ealize that a barbarian is a human who can think, who has emotions and feelings and, moreover, who can take control over them. Another factor that scares people is her being a.. woman. In Ancient Greece women had not had a political power; their voices have never been heard. Medeas voice is not only can be heard, but also her speeches are manipulative. She is able to use any rhetoric speech that appeals to the emotions of the people. Medea provokes a passion in them in response to her own. Kreon: You are a clever woman, versed in evil arts, And are angry at having lost your husbands love. Medea is smart, she is greatly aware of being a foreigner and the Corinthians seem to echo that awareness; she understands why she is not welcomed in the society, she realizes that she has to leave, but her emotional pain makes her to do unthinkable. Pain is often the source of anger and then violence. That progression is one of Euripides main themes. Great peoples tempers are terrible. The greatne ss of the temper is one measure of the greatness of the person who is angry. Medeas passion causes human tragedy. Medea also understands that her passion and anger is based on the betrayal. Jason did not keep his word, he has broken the oath and this was unacceptable for Medea. At the same time, she realizes that in the Greek society people are more materialistic and ideas of love and faithfulness are seem to be barbaric and silly. Jason: Change your ideas of what you want, and show more sense. Medeas primitive passion is pitted against the civilized demands of a Jason. He is empty inside, he has no emotions, no passion; the only thing that he has is the desire. The desire to stabilize his political position. He used Medea for his own good: she helped him to escape and to survive. Right now it is the time for Jason to move on with his life; he doesnt need Medea any more. Moreover, in some way he thinks he helped Medea and she should be thankful for that. Jason: In so far as you help ed me, you did well enough. But on this question of saving me, I can prove You have certainly got from me more than you gave. Jason, as he thinks, lives by the law instead of the sweet will of force. But what is the law? Who has it been written for? In Ancient Greece all the laws were written for the men, who used to have the political power. Jason is a perfect example of a representative of this society. He even admits, that women are the unnecessary creatures. They are needed only for producing children. Jason: It would be better far for men To have got their children in some other way, and women Not to have existed. Then life would have been good . Medea wants to make Jason suffer by making him listen, but for Jason her argument is invalid. I think Medea is trying to prove that the society, in which money and ones political position are two things that matter, will not have any future. There are some other things, such as love, dedication and ability to keep your word, that are n eeded in the society for its success. In this sense Medeas ideas are more civilized than Jasons emotionless and a blind desire for a power. As I mentioned earlier, these Medeas ideas are not valid in the Greek society, so she plays her barbaric game until the very end of the play. Lessons are learned and tables are turned. The oppressor cannot oppress forever. .u22f872efe944bf650794884a09911589 , .u22f872efe944bf650794884a09911589 .postImageUrl , .u22f872efe944bf650794884a09911589 .centered-text-area { min-height: 80px; position: relative; } .u22f872efe944bf650794884a09911589 , .u22f872efe944bf650794884a09911589:hover , .u22f872efe944bf650794884a09911589:visited , .u22f872efe944bf650794884a09911589:active { border:0!important; } .u22f872efe944bf650794884a09911589 .clearfix:after { content: ""; display: table; clear: both; } .u22f872efe944bf650794884a09911589 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u22f872efe944bf650794884a09911589:active , .u22f872efe944bf650794884a09911589:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u22f872efe944bf650794884a09911589 .centered-text-area { width: 100%; position: relative ; } .u22f872efe944bf650794884a09911589 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u22f872efe944bf650794884a09911589 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u22f872efe944bf650794884a09911589 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u22f872efe944bf650794884a09911589:hover .ctaButton { background-color: #34495E!important; } .u22f872efe944bf650794884a09911589 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u22f872efe944bf650794884a09911589 .u22f872efe944bf650794884a09911589-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u22f872efe944bf650794884a09911589:after { content: ""; display: block; clear: both; } READ: John Steinbeck's East of Eden - Religious Referenc Essay

Hester Prynne Essays - English-language Films, The Scarlet Letter

Hester Prynne The character of Hester Prynne changed significantly throughout the novel The Scarlet Letter by Nathaniel Hawthorne. Hester Prynne, through the eyes of the Puritans, is an extreme sinner; she has gone against the Puritan ways, committing adultery. For this irrevocably harsh sin, she must wear a symbol of shame for the rest of her life. However, the Romantic philosophies of Hawthorne put down the Puritanic beliefs. She is a beautiful, young woman who has sinned, but is forgiven. Hawthorne portrays Hester as "divine maternity" and she can do no wrong. Not only Hester, but the physical scarlet letter, a Puritanical sign of disownment, is shown through the author's tone and diction as a beautiful, gold and colorful piece. From the beginning, we see that Hester Prynne is a young and beautiful woman who has brought a child into the world with an unknown father. She is punished by Puritan society by wearing the scarlet letter A on the bosom of her dress and standing on the scaffold for three hours. Her hair is a glossy brown and her eyes deep-set, and black, her attire is rich, carefully caressing her slender figure. The scaffold is a painful task to bear; the townspeople gathered around to gossip and stare at Hester and her newborn child, whom she suitably named Pearl, named because of her extreme value to her mother. In the disorder of faces in the crowd, young Hester Prynne sees the face of a man she once was fiercely familiar with, whom we later learn is her true husband, Roger Chillingworth. Her subjection to the crowd of Puritan onlookers is excruciating to bear, and Hester holds the child to her heart, a symbolic comparison between the child and the scarlet letter, implying that they are truly both intertwined. Prynne is imprisoned with her child, both of whom are emotionally and physically exhausted from the punishment at the scaffold. The husband, Roger Chillingworth, passes by and is commissioned to be the physician to the two, and remedy them of their sicknesses. She is surprised he had come at such a time where she was at a point of such horrendous turmoil. He demands that she cannot reveal his identity, yet he also wishes to know the identity of her lover, the father of the child. She refuses to tell him. Later in the novel, we discover that Arthur Dimmesdale is the confidential lover. Hester is released from her cell, after which she resides for the next few years in a hut by the sea. Her child, Pearl, is a devilish, impish, terribly behaved child, that is indifferent to the strict Puritan society. Pearl is a pain to please, having her way all the time because of her mother?s failure to subdue her to the proper Puritan etiquette. Hester knits and weaves for the townspeople, except for weddings, which people believe would cause misfortune and unrest in their marriage. They knew that the Seventh Commandment was thou shalt not commit adultery? and they stuck by those rules. The Puritans were truly a people governed by God. The novel explains that the Governors repeatedly attempt to take the child away from Hester, as she has been deemed unfit to raise the child without the influence of genuine Puritan law and order. These attempts are failed, for Arthur Dimmesdale, the father and minister of Hester Prynne, insists that the child is a bond, a necessity of the young woman who has nothing if she does not have the child. Another influence upon Hester is Mistress Ann Hibbens, who is reputed to be a witch throughout the community. When Hibbens asks Hester to join her in the forest at night to sign the Black Man?s book with her own blood, she insists that she cannot, but if her little Pearl would be taken away, she would gladly join the ?witch-lady? in the forest that night, and sign the great book in her own blood! Pearl continuously mocks authority in the novel, a key characteristic of the imp-child?s demeanor. She asks stupid questions that she already knows the answer to, like, ?Mother, did you ever sign the black man?s book?, and, Why does the minister Dimmesdale hold

What Does Your Handshake Say About You

What Does Your Handshake Say About You We all think we have a killer handshake. And we’ve all shaken a few hands that left us feeling†¦ less than impressed. Find out if any of these subpar shakes apply to you. The Cold FishThe worst handshake is the limp handshake. It makes everybody squeamish. If you’re not squeezing or shaking, but merely laying your hand (or worse, just your fingers!) into someone else’s, then it might be time for remedial work.The Wet FishRegardless of the limpness factor, if your hand is sweaty or clammy, you don’t stand a chance of making a good first impression. Clamminess implies that you are nervous- or worse, ill- or just generally moist. If sweating is a problem for you, try using a bit of talc after you wash your hands to keep them dry.The PrincessYou know who you are. You lay your fingers daintily into someone else’s waiting grip, but nothing further. Unless you’re actually royalty, this is sending all the wrong signals. Man up and shake hands!Th e Knuckle CrusherYou also know who you are. You enjoy watching people flinch as you shock and awe them with your grip and grasp. If you’re not aware of your own strength, ask yourself: does your handshake make people’s eyes water? Can you feel their rings crushing their fingers? If so, go a little gentler.The CreeperIndustry standard is grab, shake three times, release. If you’re lingering any longer than the time it takes to pump your interviewer’s hand a couple of times, then you’re lingering too long. Save the tender contact for the dinner table with your sweetheart and get back to business.The Two-HanderThis is for family on occasions such as funerals and weddings and reunions. Or for your Great Aunt Rita. Or for politicians and priests. It’s not for you. And certainly not for the office. Stick to the basics!We make our first impression in just over five minutes; that’s not a lot of time. Don’t spoil it with a bad handshake .Instead, follow the golden rule: warm, friendly, confident, and dry. Make sure to touch the web of your hand (between your thumb and index finger) to theirs, grip comfortably and firmly (not too firmly!), shake three times (but not religiously!), let go, and smile your surest smile.

Lecture Synthesis Coursework Example | Topics and Well Written Essays - 500 words

Lecture Synthesis - Coursework Example This understanding is the central focus of the lecture. Managers in the global environment have to understand the diversity that characterizes both domestic and international markets. The lecture provides relevant information that allows managers and employees in the global environment to understand why business settings vary from one country to another. At a personal level, the lecture is important is important because it brings together different concepts that aid in the understanding of global business operations. For example, the lecture presents cultural differences as a critical factor in business. Cultural variations may not seem that important, but a business enterprise that fails to acknowledge cultural diversity faces a key operational challenge across the globe. In addition, the lecture sheds important insights about entrepreneurship. Entrepreneurship and global economic progress are essentially intertwined, this highlights resonates with my personal drive, goal, and desire to own and operate a successful international enterprise. In this respect, this lecture focuses on central ideas and concepts that I find relevant and informative at a personal level. Additionally, the lecture outlines how the global business environment functions. From the operations of World Trade Organization to the actualization of agreements that promote free trade in America and beyond, such information shows just how complex yet successful global business has become. By understanding global business environment, I find it easy to comprehend the diversity and dynamism of the global political economy. As the lecture maintains, understanding the global environment is critical to the success of today’s management practices. Managing in a global environment is both interesting and challenging. For example, minimum wage continues to elicit mixed reactions in North America today. While some business enterprises in America support the move to increase minimum

Crisis Management Assignment Example | Topics and Well Written Essays - 3000 words

Crisis Management - Assignment Example The assignment "Crisis Management" talks about the project management, a characteristic of a certain allure of people who may shun routine and adopt workplace styles and practices such as work-a-day lifestyles. Project managers associated production of unique outputs with many uncertainties.t’s path that defines the timeframe for implementing the projecting.Roux-Dufort suggests that crises show signs of being inevitable in projects. For this reason, project managers in organizations that participate in projects often must understand different approaches that address crises effectively. Failure to address the incidents or situations characteristic of such crises might reduce or at times raise uncertainties regarding the success of the project. These crises are the focus of this discussion. Specifically, the purpose of this discussion is to define the different characteristics of crisis management in the context of a project by comparing and contrasting risk management with cris is management. To Berg, risk management is a process that encompasses the integration of risk recognition and assessment of these risks, development of strategies to manage the risks, and the mitigation of the inherent risks by utilizing managerial resources. Hillson and Simon define risks as uncertain conditions or events that, if they occur, have either negative or positive effects on the objectives of a project. Over the decades, particular risk management practices have been designed for certain environments.

The Role Of Social Media In Public Relations

The Role Of Social Media In Public Relations Technology in this age is putting a spin on how an organization establishes and cultivates an ongoing mutually beneficial relationship with its publics. Social media is an evolving, ever present catalyst in the communication realm of public relations. Public Relations in its earliest years, the era of Antiquity, acknowledged the importance of public opinion, but their scope was limited to an arms reach of their publics. Social media has become both a window and a bridge to the public relations practitioners, by enabling them to interconnect the internal objectives of the organization with the constant changing externalities. In the arena of public relations, an array of hats is essential to effectively carry the overall message of an organization into a stage of visible outcome. An organizations public relations department amongst many other tasks must build awareness, research and analyze public attitudes and perceptions, strategize, and implement crisis plans. Social media provides a way for organizations to do these things on a scale not known in earlier times when messages had to first bypass the filter of the media gatekeepers. As stated by Rupert Murdoch, Technology is shifting the power away from the editors, the publishers, the establishment, and the media elite. Now its the people who are in control (p. 1). Social media as defined by Wikipedia is an umbrella term for the various activities that integrate technology, and social interaction (p. 1). This includes internet forums, weblogs, social blogs, wikis, podcasts, pictures, and videos. Forrester, The Growth of Social Technology Adoption estimated in 2008, that 3 out of 4 Americans use social technology. It is this type of growth that makes it an inevitable, essential tool in creating a survivable existence. In the world of public relations, building awareness and brand reputation are cohesive. Social media is not only being used for its direct to audience approach, but also as an effective generator of media relations. Both awareness and reputation come on the tail of an organizations integrity. In order for an organization to build a positive reputation, it must nurture relationships. It is not science that viable relationships come from a foundation of trust. The trust that social media provides is authenticated by the fact that it allows for the relationship to be carried out in a two-way process. This type of communication permits an organization to truly listen to their publics needs and opinions, giving the organization an open opportunity to be actively responsive. Before social media, the standard press release into traditional industrial media was a shot in the dark towards reaching the true potential of interest. It is important to understand the many different branches to which an organization may utilize in building awareness and how. Through internet forums or social networking sites, such as MySpace, Facebook, and LinkedIn, to name a few, as well as blogs, make an organization able to centralize their audience. Instead of talking at the masses, they are able to talk with a selected tuned in, interested community. It is in these communities where a considerable buzz of web chatter stirred, enters the web world and reaches the eyes and mouths of influential mediums that were otherwise unlikely to be reached by just any Joe before. In social media, ideas can spread like a wild fire, through an effect called push and pull. According to Oden 2009, in the push aspect there is instigation of a new concept in social media situations, providing useful information and provoking discussions about it (p. 2). This creates an influence of pull which is the drive of traffic from people searching for more information. A common threaded resource between the push and pull theory is what is called Really Simple Syndication (RSS). RSS is a jeweled technology in the search and sift element of both public and media relations. On the side of the public relations, RSS is useful in recognizing content analysis, by keywords or concept references. This type of insight gives public relations a heads up into their competition and identifies their own strengths and weaknesses accordingly. On the side of media relations, journalists are able to receive content that is in relevance to their interests or beat. The research that takes place within the public relations department is essentially the bones of the overall success of an organization. It is a stage that is unending, and social media provides a platform for which information is delivered in real time format. Another dynamic of research affected by social media is the scale upon which surveys are able to be given. Not only do social media make it possible for samples to be gained on a global level, through certain software, presentations are part of digital exhibits and interactive sites record message resonation. Although, some may view this open door to the world mentality overwhelming, it is a way for an organization to see where their message may penetrate beyond their eyes conception. After the research, an organization must take all those pieces of information to organize, strategize, and implement into a plan. In the text Using Public Relations Research by Glen Broom and David Dozier (2009) Strategic planning is deciding where you want to be in the future and how to get there. It sets the organizations direction proactively, avoiding drift and routine repetition of activities. The quality of content is a core value in success, so developing a strategy that engages people is important. When formulating a strategy through social media the five Ws serve as an outline. Who are you trying to reach? What are you trying to accomplish? Where are these people online? When and how is the best time to reach them? Why will they care about what you have to say? In order to create a credible presence, the content must be consistent. Tactics that reinforce the strategy of an organizations power in the clutter of information is redundancy. Using multiple communication channels within social media, such as blogs and podcasts, fights entropy. Also, increasing the channels a message is delivered optimizes the search engine visibility. It is through search engine optimization that an organization leaves its footprints in the virtual world. However, these virtual footprints can have adverse affects in the light of a crisis. A constant flow of information circulating can lead to misinformation, and in turn misunderstanding (McLintic 2009). A good crisis management plan must involve actively monitoring the web for any content that could be damaging to the organizations image and reputation. Social media gives organizations a way to be transparent in their management. With a constant flow of communication between an organization and its public, it is much easier to indentify and diffuse a small problem that couldve escalated to a bigger one (Hall 2009). As with any situation, it is ideal to be proactive rather than reactive in nature. There are certain methods of preparation that can greatly change the outcome of a crisis. Through anticipation, an organization can take a front line approach to crisis planning. One way that a crisis can be redirected, is by the purchase of generic crisis terms that ensure search engine positioning of the public to landing pages set in place to address issues, before they link to others that could possibly reinforce negativity. Before venturing off deep into the social media dimension, it is a good idea to benchmark the current position of the organization, so that there is a clear start of measure on the ROI. A few simple markers Chris Lake suggests in his article 10 Ways to Measure Social Media Success would be to make a note of the obvious numbers, (facebook fans, twitter followers, dig links, etc). Make a note of the less obvious benchmarks, (SEO rankings, customer satisfaction scores). Make a note of ROI benchmarks, such as how much is being paid to acquire customers via other marketing channels. However, reality is, social media humanizes a process that was once broken down so analytically. In order to measure the success of social media, you must come to the realization that there is no true assessment by which impact can be calculated. Although, it should not go without saying that it stands as an effective means to communicate to millions, far below the cost of any other form of media. The relationship it assists in building is priceless, and retention is a pretty effective bottom line tool of evaluation. In every new media there has been resistance to change. As a product of generation Y, I have been witness to the crossover over in media convergence, and I see a world of possibilities as it evolves. In the world of PR, I feel social media is an undeniable asset to an organizations ability to connect in ways that attributes to immeasurable value in what they strive to represent and stand for. Social media is a hub to the PR obligations. To underestimate its power to redefine and shift the foundation, by which PR once stood upon as news beggars, is to remain oblivious to the treasure bestowed at our fingertips.