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Dorothy Buckhanan Wilson Installed as International President of Alpha Kappa Alpha Sorority, Incorporated

Dorothy Buckhanan Wilson Installed as International President of Alpha Kappa Alpha Sorority, Incorporated

Charlotte, NC (BlackPR.com)

Dorothy Buckhanan Wilson of Milwaukee, Wisconsin, a business executive, was installed as the 2014-2018 International President of Alpha Kappa Alpha Sorority, Incorporated (AKA)

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Nielsen Expands Communications Leadership Team with Key Media Relations Hire

Nielsen Expands Communications Leadership Team with Key Media Relations Hire

New York (BlackPR.com)

New York (BlackPR.com) -- Nielsen today announced that Andrew McCaskill has joined Nielsen as Senior Vice President, Corporate Communications. He will report to Chief Communications Officer Laura Nelson.

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Voter Suppression: It’s Mobilization Time

Voter Suppression: It’s Mobilization Time

Written by Peter Grear

With this article we will start detailing the ingredients of a revisable action plan that needs comments and revisions as we move toward the Tuesday, November 4, 2014 General Election.  

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Las Vegas Comedian James Bean's Candid Account Of His Struggle With Suicide

Las Vegas Comedian James Bean's Candid Account Of His Struggle With Suicide

WHEN THE HUMOR IS GONE

James Bean has shown insight and understanding of the darkest moments of many people’s lives as well as ideas on how one could begin to create a life worth living even out of the depths of despair.” -– Rhonda Duncombe, LMFT, LADC

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Voter Suppression: NC Black Republican Advisory Board

Voter Suppression: NC Black Republican Advisory Board

Written by Peter Grear

Educate, Organize and Mobilize: I confess that I’m amazed. The Republican National Committee and the Republican Party of North Carolina announced last week that they have launched theNorth Carolina Black Advisory Board (BRAB) 

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Tips for Managing Stress in Your Life

Tips for Managing Stress in Your Life

Written by State Point

Stress is not only unpleasant; it can be overwhelming, ultimately preventing you from solving the problems that caused the stress in the first place. But getting focused can help you feel happier and be more successful professionally, financially and in your relationships, say experts.

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Voter Suppression: Defeating it requires two massive efforts

Voter Suppression: Defeating it requires two massive efforts

Written by Peter Grear

For black voters, Benjamin Jealous expressed what I believe to be the critical message for black voters when he said that the best way to overcome massive voter suppression is through a massive wave of voter registration.  Thankfully, the NAACP is putting this theory into action through the Youth Organizing…

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Black Women are Taking Care of Business

Black Women are Taking Care of Business

Written by Freddie Allen

Instead of breaking the glass ceiling, Black women have increasingly started making their own. According to the Center for American Progress, an independent, nonpartisan progressive institute, Black women are the fastest-growing group of entrepreneurs in the country.

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Voter Suppression: Is it partisan?

Voter Suppression: Is it partisan?

Written by Peter Grear

Educate, Organize and Mobilize: I’ve been doing commentaries on our Campaign to Defeat Voter Suppression since November, 2013.  Because the right to vote is fundamental to our democracy, I’ve tried to promote a non-partisan theory of voter enfranchisement. 

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Why vote? ALEC and the Doctrine of Exclusion

Why vote? ALEC and the Doctrine of Exclusion

By Peter Grear

Educate, Organize and Mobilize: Frequently, in going forward it is imperative to examine your history.  In 1638 the Maryland Colony issued a public edict encouraging the separation of the races that became the public policy of America. 

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Download Greater Diversity News Digital PDF Edition for FREE

Download Greater Diversity News Digital PDF Edition for FREE

FREE Full PDF Edition includes stories not featured on the website

The FREE Full PDF Edition includes stories not featured on the website. No paper, no hasel, read on your laptop or mobile devices. 

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Sports Marketing Expert: Lasting Damage to Woods as Endorser

Written by Featured Organization on 18 December 2009.

The Tiger Woods scandal may have a lasting impact on his endorsement potential, says University of Maryland professor Stephen McDaniel, a consumer psychologist who studies sports marketing and fan behavior. http://www.sph.umd.edu/KNES/faculty/smcdaniel/ “A brand such as Nike has historically been less interested in an athlete endorser’s virtue and more interested in their athletic prowess,” McDaniel says.

“However, this will probably not be the case for some of the other companies Wood’s endorses.

“Woods’ endorsements account for a large part of his earnings,” McDaniel says. “His squeaky clean image was an important part of his appeal as an endorser. However, since his recent auto accident and the subsequent revelations, it is difficult to imagine he can ever regain that stature.”
Since Woods’ accident, none of his commercials have aired, McDaniel points out. Industry research shows he has fallen from 6th most popular endorser to 24th, and this could continue to decline. Likewise, a recent “Washington Post” poll showed that over 40 percent of respondents held a negative opinion of him.

“Given the setbacks to his image and his recent decision to take a break from golf, Woods might not be much of an asset to his current sponsors,” McDaniel concludes. “These companies have invested millions in creating ads, many of which feature him golfing. In cases like this, companies often just quit running such ads and let an endorsement contract expire, rather than risk damaging their brand image by associating it with a controversial figure.

“Companies strategically choose celebrity endorsers based on a fit between their image and that of the endorser. By using the endorser in ads, it is a type of paired-associative learning, whereby they hope that consumers will transfer feelings toward the celebrity to the brand. When there’s scandal, companies do not want to risk a transfer of negative feelings.”

MISHANDLING THE PR

“Woods made the classic PR mistake of failing to address the issue early and directly,” McDaniel says. “Instead of speaking through his lawyer or posting statements to his website, he should have arranged for an interview where he could admit his ‘mistakes,’ apologize for hurting his family and letting down his fans, the sport of golf and his sponsors. His failure to do so invited further disclosures and continuing media scrutiny.”

McDaniel points to the example of Kobe Bryant, who apologized for his marital infidelity and got on with his successful NBA career, though Bryant never regained his prior level of endorsements.

 

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