4 PR and Integrated Marketing Communications 6 the Reputation Of

Notes

4 PR and integrated marketing communications

1. A useful definition of advertising by the UK’s Advertising Association is as follows: Advertisements are messages, paid for by those who send them, intended to inform or influence people who receive them.

6 The reputation of Public Relations

1. Released in Romania as Înscenarea; in Hungary as Amikor a farok csóválja ...; in Turkey as Baskanin adamlari; in Poland as Fakty i akty; and in Slovenia as Pasji dnevi.

8 Public Relations ethics

1. www.ipra.org/aboutipra/aboutipra.htm 2. www.prsa.org 3. www.prsa.org

10 POSTAR, a PR planning aid

1. POSTAR is adapted from P R Smith’s SOSTAC planning model – www. prsmith.org

11 Objectives

1. A method developed by Peter Drucker.

17 Evaluating results

1. Useful background is available on the media evaluation industry’s trade association website, www.amecorg.com

229 230 Notes

28 PR skills in the online world

1. www.technorati.com 2. www.sigwatch.com

30 Factors influencing growth

1. For details, see Further Reading. Glossary

Advertorial: An advertisement written and designed in the editorial style of the host medium. AVEs – Advertising Value Equivalents: A method which measures media coverage obtained by PR by estimating how much it would have cost to buy the equivalent space for advertising (see p. 128). B2B – Business-to-business: PR activity undertaken with the aim of helping a business communicate with other businesses. B2C – Business-to-consumer: PR activity undertaken with the aim of helping a business to reach consumers. Brand: A product or company with a recognizable and distinctive iden- tity, as opposed to a commodity – for example potatoes or flour sold in plain, unmarked sacks – that has nothing that distinguishes it from the competition. Citizen journalist: A member of the public – as opposed to a trained, salaried journalist – who uses the Internet or blogs to report and com- mentate on current and business affairs. In a similar way members of the public also increasingly provide photographs or film of key events. Community Relations: PR activity designed to promote relationships between organizations and the communities within which they are based. Corporate communications: Although this term is sometimes used interchangeably with PR, properly used it refers to those aspects of PR that focus on the overall reputation of the organization, rather than, for example, day-to-day marketing objectives. Critical Path Analysis: A plan of action that determines the optimum sequence in which actions should be undertaken for maximum effectiveness. CSR – Corporate Social Responsibility: Refers to the increasingly popu- lar idea that businesses have a range of social and environmental

231 232 Glossary

responsibilities – to their employees, suppliers, local communities, and wider society – and must not only act on these concerns but be seen to act in an accountable way. PR people often play a key role in CSR. E-PR: Another name for online PR activity. FMCG – Fast Moving Consumer Goods (sometimes called consumer packaged goods). Items which are replaced regularly and hence have a quick turnover. Typically they are quite cheap. Examples include soap, toothpaste, shaving products, and detergents. Global companies such as Proctor & Gamble and Unilever produce a wide range of FMCGs. Front groups: Organizations formed by businesses to mimic NGOs and hence counter NGO campaigns, which are seen as threatening their business interests (see p. 32). Goody bag: A bag of gifts given to journalists by the host organization after a press conference or press event. Goody bags are also often given to celebrities and key opinion formers after a PR-organized event. Horizontal media: Media outlets which cover a wide range of subjects, in contrast to vertical media (see below). Most daily newspapers are horizontal in character. Integrated Marketing Communications: The bringing together of all marketing disciplines, including PR, advertising, and sales promotion, in a coordinated way (see pp. 19–20). Other relevant terms are “marcoms,” short for “marketing communications” and “the marketing mix.” PR used for this purpose is often referred to as marketing PR. In-house: Term used to describe PR work undertaken within an organization by its own employees – typically members of its PR department – as opposed to consultancy or agency work. Internal Communication: Communication targeting the staff of an organization rather than its customers or other stakeholders. Also called Employee Communication, Employer Branding, or, particularly in times of transition, Change Management. Intranet: An online computer-based communication system or special website only available to those working within an organization. IPOs – Initial Public Offerings: The first sale of a business’s shares on the financial markets, an occasion which typically requires a great deal of financial PR work. Glossary 233

Lobbying: Any activity designed to influence the actions of government or other bodies that wield law-making, regulatory, or similar powers. Maslow’s Hierarchy of Needs: A theory that claims societies develop through a number of stages from security, through socialization, to self- esteem and finally self-actualization. Mass markets: Markets where the product or service is widely available and affordable. Mass media: A term used to describe generally available and widely used media such as television, radio, and newspapers. Media monitoring: Examining all relevant media for relevant coverage of the organization itself, of its competitors, or of relevant issues. Typically this activity, which can be very time-consuming, is undertaken by specialist companies which can provide newspaper and magazine cuttings and transcripts or recordings of broadcast material. M&A – Mergers and Acquisitions: When companies join together or take over other businesses. This forms the basis of a large proportion of financial PR work. NGOs – Nongovernmental organizations: Also known as not-for-profit organizations or even as the “third sector.” NGOs are distinct from business and government and include charities and campaigning organizations, such as Greenpeace and Amnesty International, as well as many thousands of less well-known ones. Online press office: Facilities for the press, such as press releases and photographs, made available by an organization, via the Internet. Social networks, social media: Commercially hosted Internet-based services that allow online interaction between people with shared social interests. Prime examples are MySpace, Facebook, and YouTube. Spin: A pejorative term used to describe PR when it is seen to have been used to present a highly partial view of the truth. People who undertake such work are nicknamed “Spin Doctors.” Stakeholders: Anyone with an interest in an organization – for example, its shareholders, employees, customers, suppliers, or the local community. Third-party endorsement: The concept of an independent person offering a view on something about which someone may make a 234 Glossary

decision. In the case of PR the “third party” is usually the journalist and the media organization for which the journalist works. Their independent “endorsement” of, for example, a new product is considered to be worth more than the equivalent amount of paid-for advertising. Vertical media: Specialist media with a relatively narrow focus – they include, for example, trade magazines that are concerned with a particular business sector or profession and consumer magazines focusing on particular hobbies and interests such as sport or fashion. White goods: Household appliances such as fridges and washing machines. These are much more expensive than FMCGs (see above) but are replaced much more rarely. Further reading, websites and sources of information

Few books have been written about Public Relations (PR) in the New Europe, but the following, mainly British and American, books may be of use: Beder, Sharon. Global Spin. The Corporate Assault on Environmentalism, Green Books, 1997. Borkowski, Mark. Improperganda: The Art of the Publicity Stunt, Vision On, 2000. Brierley, Sean. The Advertising Handbook, Routledge, 2002. Culbertson, Hugh and Ni Chen. (eds), International Public Relations: A Comparative Analysis, Lea’s Communication Series, 1996. Cutlip, Stuart. The Unseen Power: Public Relations, A History, Lawrence Erlbaum, 1996. Davies, Gary. (ed.), Corporate Reputation and Competitiveness, Routledge, 2002. Davies, Nick. Flat Earth News, Chatto & Windus, 2008. Ewen, Stuart. PR! A Social History of Spin, Basic Books, 1994. Frill, Chris. Marketing Communications: Contexts, Contents and Strategies, Prentice Hall, 1999. Grunig, James. (ed.), Excellence in Public Relations and Communication Management, Lawrence Erlbaum, 1992. Harrison, Shirley. Public Relations: An Introduction, Thomson Learning, 2000. Hollingsworth, Mark. The Ultimate Spin Doctor: The Life and Fast Times of Tim Bell, Coronet, 1997. Jackall, Robert and Janice Hirota. Image Makers: Advertising, Public Relations and the Ethos of Advocacy, University of Chicago Press, 2000. Kitchen, Philip. Public Relations: Principles and Practice, Thomson Learning, 1997. Kunczik, Michael. Images of Nations and International Public Relations, Lawrence Erlbaum, 1996. McNair, Brian. An Introduction to Political Communication, Routledge, 2003. Moloney, Kevin. Rethinking Public Relations: The Spin and the Substance, Routledge, 2006. Morley, Michael. How to Manage Your Global Reputation, Macmillan, 1998. Morris, Trevor and Simon Goldsworthy, PR – A Persuasive Industry? Public Relations, Spin and the Shaping of the Modern Media, Palgrave Macmillan 2008. Olins, Wally. On Brand, Thames and Hudson, 2003. Ries, Al and Laura Ries. The Fall of Advertising and the Rise of PR, Collins, 2002.

235 236 Further reading

Stauber, John and Sheldon Rampton. Toxic Sludge Is Good For You! Lies, Damn Lies and the Public Relations Industry, Robinson, 2004. Theaker, Alison. (ed.), The Public Relations Handbook, Routledge, 2001. The UK’s Chartered Institute of Public Relations (CIPR) also produces a growing series of practical textbooks on aspects of PR in conjunction with the publisher Kogan Page. Up-to-date details are available on the CIPR’s website at http:// www.cipr.co.uk/Products/productsframeset.htm

Key international marketing services groups

(These sites include links to the large PR and advertising firms which make up these groups) Havas: www.havas.com Interpublic: www.interpublic.com Omnicom: www.omnicomgroup.com Publicis: www.publicis.com WPP: www.wpp.com The world’s largest independent PR consultancy, Edelman, has a useful website: www.edelman.com

Activism and international Corporate Social Responsibility issues

www.corporate-accountability.org www.sigwatch.com

Public relations organizations International

Association for the Measurement and Evaluation of Communication: www. amecorg.com European Public Relations Confederation: www.cerp.org Global Alliance for Public Relations and Communication Management: www. globalpr.org International Association of Business Communicators: www.iabc.com International Communications Consultancy Organization: www.iccopr.com International Public Relations Association: www.ipra.org

Regional

Bulgarian Public Relations Society: www.bdvo.org Croatian Public Relations Society: www.huoj.hr Estonian Public Relations Association: www.epra.ee Latvian Public Relations Association: www.lasap.lv Polish Public Relations Consultancy Association: www.zfpr.pl Further reading 237

Russian Association for Public Relations: www.raso.ru Serbian Public Relations Society: www.pr.org.yu Slovak Public Relations Association: www.aprsr.sk Slovenian Public Relations Society: www.piar.si Turkish Public Relations Association: www.tuhid.org

Trade publication

PR Week is the main international trade publication: www.prweek.com. It has the following online affiliates in the New Europe: Russia: www.sovetnik.ru Poland: www.piar.pl

Some examples of PR-related blogs http://www.edelman.com/speak_up/blog/ http://www.forimmediaterelease.biz/ http://www.globalprblogweek.com/ http://blogs.hillandknowlton.com/blogs/ http://holmesreport.blogspot.com/ http://www.thenewpr.com/wiki/pmwiki.php http://prstudies.typepad.com/weblog/ www.strumpette.com

Critical websites www.prwatch.org www.spinwatch.org About the authors

Trevor Morris BA Hons, FRSA

Trevor Morris is Visiting Professor in Public Relations at Westminster University and a business consultant and mentor. He was formerly the high profile CEO of Chime Public Relations, the UK’s largest PR group. PR Week recently described him as “one of the most influen- tial people in PR.” As an entrepreneurial businessman Trevor shaped and led the management buyout of QBO, a top UK PR consultancy, and then grew the business to achieve margins of over 30 percent before sell- ing it to Chime plc in November 2000. As a public relations consultant he led campaigns from crisis management to brand building and public information for blue chip commercial and government clients. Former colleagues range from Lord Tim Bell (former Prime Minister Lady Thatcher’s favorite PR man), David Hill (former Prime Minister Tony Blair’s press adviser) and Rosie Boycott (journalist and broadcaster) through to Sophie Rhys-Jones (the Countess of Wessex, the wife of Prince Edward). In 2007 he organized and chaired the controversial PR Week and University of Westminster debate “PR has a duty to tell the truth.” Trevor has a BA Combined Honours in History and Politics from Exeter University and a Postgraduate Certificate in Education from the University of London. He has lectured at the University of Westminster, City University, Johns Hopkins University, Exeter University, the Sorbonne, and at Richmond, The American International University. With Simon Goldsworthy he is the author of two more books, Public Relations for Asia and PR – a Persuasive Industry? Spin, Public Relations, and the Shaping of the Modern Media, both published by Palgrave Macmillan in 2008. Married with two daughters, Trevor lives in Battersea, South London. He is a regular theatre goer, keen reader of contemporary

239 240 About the authors

fiction and lifelong supporter and season ticket holder of Fulham Football Club.

Simon Goldsworthy, BA Hons

Simon Goldsworthy is Senior Lecturer in Public Communication at the University of Westminster. He has a first class degree in History from the School of Slavonic and East European Studies at the University of London, and has stud- ied and traveled extensively in Eastern Europe. He was formerly a member of the UK’s Government Information Service, undertaking press and publicity work for a range of government departments, including the Central Office of Information, the Department of Trade and Industry, the Department of Social Security and the Department of the Environment. His duties included advising government min- isters on media handling. He subsequently worked both independ- ently and for a number of PR consultancies running PR projects for a wide range of public sector organizations, including an award win- ning web-based campaign for the largest science research council in United Kingdom. In 2000 Simon launched the first MA program in Public Relations in London at the University of Westminster, adding an undergradu- ate program two years later. Both programs attract large numbers of students from all over the world, including many parts of the New Europe, and benefit from excellent links with key figures in the PR industry, many of whom are guest speakers. Simon has also set up and run courses for universities from other countries, including Johns Hopkins University in the United States, is a regular lecturer at the Sorbonne in Paris, where he was recently appointed Professeur Invité, Chaire Duprond, and has acted as consultant and external examiner for a number of PR courses at other UK universities. He has published a range of academic articles, on subjects including PR education and ethics, the relationship between PR and advertising, and aspects of journalism. With Trevor Morris he is the author of two more books, Public Relations for Asia and PR – a Persuasive Industry? Spin, Public Relations, and the Shaping of the Modern Media, both published by Palgrave Macmillan in 2008. Alongside Trevor Morris, Simon took part in the controversial PR and the Truth debate at the University of Westminster, which About the authors 241 provoked considerable interest in PR circles internationally, and in a follow-up debate on the same theme at the Sorbonne. Simon lives in Chiswick, West London. He is a keen traveler, cinema-goer, and reader of history. He is married, with a young son who supports Chelsea Football Club. Index

Abramovich, Roman, 142 CIPR, see Chartered Institute of Public Absolutely Fabulous, 35 Relations advertisement, 11, 15, 108, 128, 189, 190, circulation, 119–20 229, 231 citizen journalist, 199, 231 Advertising Value Equivalents, 128, 231 Coca-Cola, 9, 41 advertorial, 108, 109, 231 Code of Athens, 45, see also International Aiken, Alex, 215 Public Relations Association Amnesty International, 26, 31, 233 Code of Venice, 45, see also International Anheuser-Busch, 42 Public Relations Association Arnold Worldwide, 17 Cohn & Wolfe, 17 Aspect Consulting, 212 Colgate-Palmolive, 23 Association of Media Evaluation Columbia Journalism Review, 163–4 Companies, 126 commercial PR, 29, 31 audience identification, 132, 134–6 community relations, 231 audience profiling, 74–6 Conduit PR, 212 AV Es, see Advertising Value Equivalents consumer PR, 23–4 containment, 125 B2B, see business-to-business conversion, 206–7 B2C, see business-to-consumer copyright, 40–2 BBDO Worldwide, 17 corporate affairs, 15, 21, 62 Bell, Lord Tim, 30, 121, 235, 239, corporate communications, 15, 21, 231 see also Bell Pottinger corporate PR, 21 Bell Pottinger, 125, see also Chime Corporate Social Responsibility, 13–14, Bell Pottinger Sans Frontières, 30, 142 145–8, 227, 231–2, 236 Benoit, André, 26 Counter Corporate Centre, 222 Biss Lancaster, 17 court of public opinion, 64, 65 Blair, Tony, 166 created news, see soft news blog, 198–201 crisis management, 47–8, 125, 131–43 brainstorm, 98–105 crisis management strategies, 138–9 brand, 33, 40–2, 139, 190, 196, 231 crisis manual, 137 Brussels effect, 26 crisis team formation, 135–6 Budvar, 42 critical path analysis, 114–15, 194–5, 231 Burson-Marsteller, 16, 17, 219 CSR, see Corporate Social Responsibility Burson-Marsteller, Donath, 78 business-to-business PR, 18, 21–2, 64, 231 Davies, Nick, 164, 226–7, 235 business-to-consumer, 23, 231 DDB Worldwide, 17 defamation, 42–3, 156 Carma International, 126 180-degree turn, 88 censorship, 37–8 Dell, 199 change management, 34, 232 digital PR, 18, 198 Chartered Institute of Public Relations, 4, direct news, 87, 95–6, 104, 108 221, 236 Chernobyl, 226 Echo Research, 63, 126–7 Chime Communications plc, 17, 30, 121, 239 Edelman, 32, 147, 171, 200, 236, 237

243 244 Index

employee communication, 232 Imageland Public Relations, 147 employer branding, 33, 232 IMC, see integrated marketing E-PR, 232 communications Ethical Corporation, 14 industrial property, 40–1 ethics, 45–54, 227–8, 229 information marketplace, 151–2 European Public Relations Confederation, in-house, 15–18, 19, 22, 23, 28, 63–4, 111, 116, 45, 221, 236 128, 161, 172, 221, 232 Euro RSCG, 17 in-house PR, 15–16, 40, 111, 116 external affairs, 15 Initial Public Offerings, 232 external analysis, 64–7 Institute of Globalization Studies, 222 external audience, 135 integrated marketing communications, 19–20, 229, 232 face-to-face, 77, 79–81, 135, 143 intellectual property, 40–2 fashion PR, 25 internal analysis, 60–4 fast moving consumer goods, 232 internal audience, 64, 134–5, 159, 177 feature article, 165–6 internal communications, 16, 18, 33–4, 128, financial PR, 13, 16, 22, 40, 52, 212, 215–16, 171–7 224, 232, 233 International Public Relations Association, Financial Times, The, 22, 224 36, 45, 229, 236 Finsbury, 219 Interpublic, 17, 19, 46, 236 Flat Earth News, 164, 226–7, 235 Intranet, 33, 175, 232 Fleishman-Hillard, 17, 211, 219 IPOs, see Initial Public Offerings FMCG, see fast moving consumer goods IPR, see Chartered Institute of Public Forrest, Nollaig, 143 Relations Freud Communications, 17 IPRA, see International Public Relations Friends of the Earth, 31 Association front groups, 32, 50, 232 Ispos Mori, 32 future-thinking, 101–2 Jelinek, Gabor, 38 Gazprom, 139, 220 Jones, Bridget, 35 GCI Group, 17, 101 Jones, Samantha, 35, see also Sex and giveaway, 94, 108 the City Goldsworthy, Simon, 235, 239, 240–1 JT International, 26 GolinHarris, 17 J Walter Thompson, 17 goody bag, 232 government PR, 195, 225 Ketchum, 17 government relations, 25–9 key messages, 83, 93, 120, 126–7, 175 Greenpeace, 26, 31, 47, 226, 233 Grey Global Group, 17 Lanceley, Alex, 211 Grunig, James, 56, 235 Leo Burnett, 17 libel, 42, 156, see also defamation hard news, 87, 89–91, 92, 104, 108, 160 lobbying, 16, 18, 25–9, 40, 50, 52, 65, 129, 211, Harrison, Eugenia, 142 213–14, 215, 233 Havas, 17, 236 lobbyist, see lobbying healthcare PR, 40, 214–15 Hill & Knowlton, 16, 17, 87, 219 M&A, see mergers and acquisitions Hilton, Anthony, 139 mainstream media, 22, 155, 199, 200, 221 Holmes Report, 220 Maitland, 17 horizontal media, 232 Manning, Selvage & Lee, 17 hostile stories, 11, 156–8 manpower measurement, 113–14 Hotham, Nick, 204 marcoms, see marketing communications Hunt, James, 212 marketing communications, 19–20, 232, 235 Hunt, Todd, 56, 235 marketing PR, 18, 19–20, 35, 47, 62, 75, Huntsworth, 18 214, 232 Index 245 market liberalization, 12, 26, 223 Palmer, Arnold, 97 Maslow’s hierarchy of needs, 213, 233 people costs, 116–17, 118 mass market, 233 physical costs, 117, 118 mass media, 3, 10–12, 30, 76–80, 204–5, 223 Pleon, 18 McCann Erickson, 17 political consultancy, 25–9 McDonald’s, 43 political PR, 10, 28–30, 47, 211 McLeish, Alistair, 131 Porter Novelli, 17 media analysis and evaluation, POSTAR, 59–67, 109, 118, 229 125–9, 200 PR campaigns, 12, 16, 20, 23, 24, 40–1, 55, 69, media coverage, 14, 23, 29, 69, 70, 78, 84, 93, 86, 91, 103, 111–18, 119–29 95, 119, 123–7, 148, 158, 181, 224 PR conglomerates, 64–7 media monitoring, 233 PR consultancy, 61–88 media production, 48 PR education, 37, 55–6 media relations, 3–5, 20, 24, 29, 39, 43, 94, press conference, 3, 23, 52, 108, 142–3, 160 124–5, 128, 159–60, 213, 216 press release, 159–64, 167 Mediatrack Research, 127–8 PR ethics, see ethics mergers and acquisitions, 216, 233 PR Ethics Council, 54 methods, 87–96, 107–10 Prichard, Karen, 127 MICEX, 216 Pristop, 18 Michael, Bryane, 146 Procter & Gamble, 9, 204 Middlemiss, Nigel, 63 promotional content, 87, 94–5, 104 MMD, 18, 131 propaganda, 5, 37–8, 56, 226 Mobile Phone Public Affairs, 9, 214 PR planning aid, see POSTAR Morris, Trevor, 235, 239–40 PR skills, 197–207 MPR, see marketing PR PR Week, 49, 139, 221, 237, 239 Munitions of the Mind, 30, 37, see also Taylor, public affairs, 25–9, 52, 128, 214, 215, 220 Professor Philip public communication, 48 music and entertainment PR, 25 Publicis, 17, 236 Public Relations Society of America, 4, 48, new media, 204–5, 221–2, 224–5 52, 221 news event, 87, 93–4, 104, 108 newsworthiness, 152–4 random association, 102–3 NGO, see nongovernmental organizations reach, see circulation not-for-profit organizations, 15, 27, 28, 30–3, Reagan, Ronald, 12 56, 233, see also not-for-profit sector recruitment, 220 not-for-profit sector, 30–3, 53, 225–7, 228, reputation management, 51 see also not-for-profit organizations response papers, 132–4, 136 nongovernmental organizations, 30–3, Rhys-Jones, Sophie; Countess of Wessex, 52 47, 75, 92, 165, 213–14, 222, 225–6, Romyr & Associates, 23 227, 233 Rowland, 17

Ogilvy, 17, 219 Saatchi & Saatchi, 17 Ogilvy & Mather, 17 SABMiller, 148 Ohlund, Erika, 146 Sacra Congregatio de Propaganda Fide, 37 Olins, Wally, 33, 235 sales promotion, 19, 23, 47, 107, 109, 123 Omnicom, 17 scenario mapping, 132–3 OMV, 8–9 Schoep, Alex, 18 online media, 79, 89, 129 Senay, Dave, 219 online press office, 201–2, 233 SENSE, 124–5 online press release, 205–6 Sex and the City, 35, see also Jones, Samantha opinion piece, 165–6 slander, 42, see also defamation outcome, 121–2 SLEPT analysis, 65–7, 154 output, 119–20, 123, 129, 223 Sliding Doors, 35 outtake, 120–1 SMART objectives, 69–71 246 Index

Sochi campaign, 24 trading news, 155–6 social media, 233 travel PR, 20, 24–5, 48, 155 social networks, 76, 81, 198, 233 two-way asymmetric communication, 56 soft news, 87, 91–3, 104, 108 two-way symmetric communication, 56 Sorrell, Sir Martin, 197, 198, 209, see also WPP Unilever Organics, 78, 191, 232 spin, 10, 29–30, 35, 201, 233, 235 University of Westminster, xiii spin doctor, 10, 29, 35, see also spin stakeholder analysis, 64–5 Vattenfall, 171 stakeholders, 64, 145, 233 vertical media, 79, 234 Sumska, Olha, 23 Superbrands, 24, 31 Wag the Dog, 35 Wall Street Journal, The, 22, 163, 224 talking walls, 103 Wal-Mart, 201 Taylor, Professor Philip, 30, 37–8 Weber Shandwick, 17, 24, 38 TBWA Worldwide, 17 Wheeler, Katerina, 101 technology PR, 216–17 white goods, 234 Thatcher, Margaret, 12, 30, 239 World Intellectual Property third-party endorsement, 3, 11, 128, 173, Organization, 40 224, 233 World Wildlife Fund, 31 Toxic Sludge is Good for You? Lies, Damn Lies WPP, 17, 19, 46, 197, 198, 209, 219, 236 and the Public Relations Industry, 222 trade bodies, 220–1 Young & Rubicam, 17