Julie Smith’s Blog

PR class related blog

A critique of Target’s online newsroom December 1, 2008

Filed under: Public Relations,Target — Julie Smith @ 2:43 am
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Target has an online pressroom that allows people to stay connected through the latest press

releases, brands, and products. The pressroom seems to have a bit of everything from media

contacts, images, media FAQ’s, e-mail alerts, product recalls, investor news and search place

to find exactly what you need. On the pressroom page you have the option to get RSS feeds

to stay up to date with Target’s headlines.


Overall I would say Target is above par in their pressroom, they offer a bit of everything and if

you don’t see what you are looking for on their page you can contact them for an answer or a

suggestion on how they can accommodate your needs.

photo credit: http://tinyurl.com/567957


An analysis of how Target uses and benefits from (or could benefit from) the groundswell

Filed under: Public Relations,Target — Julie Smith @ 2:32 am
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Target uses ‘listening to groundswell’. Target listens to their guest’s comments aka customers by

using guest’s comments or complaints and putting them to good use. This is also considered

market research within a company. People are paid to listen to the guest’s comments, and as a

result Target has a huge amount of returning guests.


Target also uses ‘energizing’. Target generally has a positive flow through word of mouth.



Target could benefit from using ‘talking with groundswell’. Target could benefit from engaging

in more social media. Possibly posting a viral video, engaging in social networks, or joining the

blogosphere. This type of exposure could benefit Target because it will reach a broader range of people.

Li, C. & Bernoff, J. (2008). groundswell. Boston, MA: Forrester Research.

photo credit: http://tinyurl.com/6abssk 


Target’s awards & honors, and how they use them to promote the company

Filed under: Public Relations,Target — Julie Smith @ 2:15 am
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1946- the Dayton Company’s bylaws establish the practice of giving 5% of pretax profits to the community. It is only the second American company to establish that.

1970- Target Recognizes the very first Earth Day and supports volunteers who plant trees and clean parks.

1983– President Reagan awards the Dayton Hudson Foundation with the President’s Committee on the Arts & Humanities Medal of Honor.

1989– Target Sponsors Will Steger and The Trans-Antarctica Expedition to call attention to environmental issues.

1997– The Target Good Neighbor Volunteers Program, now called Target Volunteers receives the President’s Service Award from President Clinton. This is the highest national honor given for corporate volunteer efforts.

2001– Target launches a partnership with America’s Second Harvest- The Nation’s Food Bank, which donates overstock grocery items.

2003– Forbes names Target “One of the most philanthropic companies.”

2004Salute to Greatness Award given by The King Center in Atlanta, Ga.

2005– Target donates more than 3.3 million pounds of food equaling 2.6 million meals to those in need.

2005– Target begins giving $2 million each week to the communities it serves.

2005– Named one of the Top 30 companies for executive women by the National Association for Female Executives (NAFE).

2005– Keep America Beautiful Awards Target with 1st place National Award for Waste Reduction.

2005– Forbes ranks Target ‘Most Charitable Company.

2005– Barron’s Magazine ranks Target 6th “Most Respected Company.”

2006– DiversityBusiness.com ranks Target in the Top 50 corporations for supplier diversity.

2007– 25 year commitment recognition

2007-Ethisphere Council ranks Target “One of the World’s Most Ethical Companies.”

2007– Universum Communications ranks Target in the Top 10 “Ideal Employers.”

2008– Fortune ranks Target 11th for “America’s Most Admired Companies.”

2008Business Week ranks Target “One of the World’s Most Innovative Companies.”


Target continues to gain many awards and achievements because they put community first. Target is dedicated to giving back to schools by using success due to their REDcard. Target also is known for valuing their employees through diversity.


Target Corporation, (2008, June 24). Message posted to



photo credit: http://tinyurl.com/6obxtn


Top challenge facing Target (including the financial market)

Filed under: Public Relations,Target — Julie Smith @ 1:49 am
Tags: , , , ,

Target hasn’t necessarily taken a huge hit comparatively speaking to other companies during our

countries financial crisis. Although the Target Corporation sales are down about 0.7%.


“Sales for the month of October were very disappointing, with continued 

volatility in daily results,” said Gregg Steinhafel, president and chief executive

officer of Target Corporation. “We expect the recent challenging sales

environment to continue into the holiday season and beyond as a result of

the economic factors currently affecting consumer spending.”


Hulbert, J. (2008, Nov. 06). Message posted to




Subsidiaries of Target

Target owns many subsidiaries which include Target Financial Services (TFS), this

subsidary  issues Target credit cards, Visa’s, and REDcard, etc. Target Sourcing

Services/ The Associated Merchandising Corporation (TSS/AMC). This Corporation

is responsible for locating Target’s merchandise and importing it to the U.S. Target Commercial

Interiors provides design services and furniture for office space. Target Brands owns and

oversees Target’s private brands like Archer Farms, Market Pantry, Sutton & Dodge,

Tru tech and Bullseye Dog trademark. Target.com is the company’s e-commerce.

Target Corporation, (n.d.). Retrieved n.d., from



photo credits: http://tinyurl.com/58tppb,  http://tinyurl.com/5ccm3h , http://tinyurl.com/5h4rsm


Based on Grunig & Hunt’s models of PR, which model is Target using? How?

Filed under: Public Relations,Target — Julie Smith @ 1:09 am
Tags: , , ,

Target uses the two-way symmetric model. This approach by James Grunig and Todd Hunt will

most likely create a win-win outcome. This approach means the PR practitioner for the company

in this case Target, will conduct research to determine the views of a particular constituency and

then uses the information to help achieve the objectives of both the client organization and the



This approach helps to address ethical questions by looking at the interests of both the client

organization and its clientele. Target uses this approach to please their guests and meet their own

needs as well.


Doorley, J. & Garcia, H. F. (2007). Reputation Management. In Media Relations (p. 67-101).

           New York, NY: Taylor & Francis Group.


photo credit: http://tinyurl.com/6mx4u9


A Brief Timeline of Target

Filed under: Target — Julie Smith @ 12:55 am
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1902: George D. Dayton opens Goodfellows in downtown Minneapolis.

1903: Dayton Dry Goods Company is founded. In 1911 it becomes The Dayton Company.

1918: The Dayton Foundation is created with a $1 million endowment. In 1969 it is renamed The Dayton Hudson Foundation and in 2000 is renamed the Target Foundation.

1968:The Target bullseye logo is redesigned to its current appearance.

1979: Target stores reach $1 billion in annual sales.

1990: The Dayton Hudson Corporation acquires Marshall Field’s department stores.

1995: Target stores introduce its first store credit card. In 2001 the Target® Visa® is introduced. Today, all are part of the REDcardSM family of products.

1995: The first SuperTarget® store opens in Omaha, Nebraska.


1997: Take Charge of Education® is introduced, which allows guests to donate up to 1% of REDcard purchases to a K-12 school of their choice.

1999: Target House® opens in Memphis, Tennessee, providing long-term housing for families of children receiving life-saving treatment at St. Jude Children’s Research Hospital.

2000: The Dayton Hudson Corporation is renamed Target Corporation.

2001: On July 29, Target opens its 1,000th store.

2004: Marshall Field’s and Mervyn’s are sold.

2006: Target Corporation reaches a historic landmark of $1 billion in total giving from 1902-2006.

2008: Team Target Indy Car driver Scott Dixon wins the Indianapolis 500.

*This Timeline was adapted directly from Target.com: Timeline


Target Corporation, (n.d.). Message posted to


Photo Credits:

-Car photo: http://tinyurl.com/59573a

-Super Target photo: http://tinyurl.com/5sre5o

-George D. Dayton Photo: http://tinyurl.com/5c5m6p