Phases of Preclinical Trials in Drug Development

Phases of Preclinical Trials in Drug Development Introduction The developments of drugs often undergo various processes before being introduced into the market. One of the processes is the preclinical trials. Preclinical trials are conducted to ascertain the effectiveness of the drug on the treatment of the targeted disease (Mulay, 2001). According to the procedures and regulations governing drug development, preclinical trials are conducted in various stages ranging from the first stage to the third stage of phase.Advertising We will write a custom research paper sample on Phases of Preclinical Trials in Drug Development specifically for you for only $16.05 $11/page Learn More Each phase has distinct characteristics, activities and requirements as defined by the regulatory bodies. Apart from determining the effectiveness of the drug, pre-clinical trials are conducted to establish any side effects of the new drugs that may cause harm to individuals (Mulay, 2001). In other words, pre-clinical trials are con ducted to ascertain the effectiveness, mode of application as well as other clinical aspects of the drug before its administration. Preclinical trial phases in drug development In most countries, pre-clinical trials are conducted in three stages or phases. In the first phase, clinical trials are conducted in order to observe the behavior of the new drug in a small sample. In essence, the experiments are conducted using a small population to prove various assertions as well as to establish some aspects of clinical practices during the administration of the drug (Hackshaw, 2011). In addition, the findings in the first phase inform the procedures as well as activities in the subsequent phases. In other words, some aspects in phase two and three are based on the findings of the first phase. In the second phase, further trials are conducted to provide more data particularly on the safety of the new drug and the way it work to treat the target disease (Mulay, 2001). The second phase estab lishes the pharmacological processes as well as the side effects of the drug. In the final phase, the pre-clinical trials are conducted in a larger sample and compare the effects of the drug on the experiment and the standard effect or treatment. The procedure and activities in the third phase is almost a repetition of the first phase. However, the population used for the trials in the third phase is large. In fact, the researchers and medical practitioners conduct the pre-clinical trials through elaborate experimental processes designed to examine the effect of the drug on the subjects as well as the changes in the behavior due to the effects of the new drug (Hackshaw, 2011). Every phase in the preclinical trials is intended to give diverse data concerning the treatment process of the new drug. The information required includes, safety, working processes as well as the doses (Spilker, 2000). In essence, preclinical trials are intended to provide more information on the laboratory p roof of the underlying hypothesis concerning the application of new drug and treatment processes.Advertising Looking for research paper on health medicine? Let's see if we can help you! Get your first paper with 15% OFF Learn More However, before the preclinical trials, the new drug is subjected to the laboratory tests to prove the underlying hypothesis. The laboratory experiments involve testing of theoretical hypothesis on the drug formulation (Mulay, 2001). The laboratory process is always an elaborate process and takes several years to turn theoretical concept into practical treatment. The laboratory experimentations confirm the effectiveness of the new drug. The pre-clinical trials are based on the results from the laboratory experimentations. Similarities and differences in the first and the third phases in the preclinical trials As indicated, the first and the third phase are similar in many cases. However, the differences also exist in many fronts. T he main aim in the first phase of preclinical trial involves establishing the safety of consumption of new drug (Spilker, 2000). The first phase follows the laboratory experimentation process. Therefore, the first phase in the preclinical trials is conducted on individuals. The procedures in establishing the effectiveness of the drug in the first phase are similar to the procedures in the third phase. In proving such drugs or treatment, the doctors carry out activities ranging from amassing statistics on the dose, timing as well as the wellbeing of the treatment. The involvements of people in the first phase of preclinical trials enable first-hand treatment or the amalgamation of various therapies (Spilker, 2000). The activities involved in the first phase of preclinical trials involve the steady amplification of the prescribed amount of drug under study. The gradual increase in the dosage known as dose escalation enables the dosage that produces optimal results without causing hars h side effects. In the process, the patients are initially administered with smaller amounts of the drug dosage (Hackshaw, 2011). In most cases, side effects are not observed in the first administration of the drug to a patient. The drug has to be applied to several patients in order to establish the side effects. Also included in the first phase of preclinical trials is the method of administering the drug. Investigators establish if the drug is administered orally or injected into the bloodstream. In addition, the fisrt phase establishes the reactions of the drug in the body including the way the drug spread into the body. The prescribed procedures are similar to the third phase and the only difference is the population of the patients being used. The performances of the first phase of preclinical trials are estimated to last for about a year. In addition, the first phase of preclinical trials often encompasses a minimal number of participants ranging from ten to twenty a distinct ive difference with other phases. Further, the first phase offer treatment to individuals’ diseases working against the preceding therapies (Mulay, 2001). In contrast, the third phase of preclinical trials aims are to undertake comparison measures between the latest therapies portraying potential outcomes when administered to a small number of patients exhibiting a particular ailment and the contemporary care standards of the explicit malady (Hackshaw, 2011).Advertising We will write a custom research paper sample on Phases of Preclinical Trials in Drug Development specifically for you for only $16.05 $11/page Learn More In addition, the third phase involves gathering of data from a large figure of patients. As a result, the doctors are capable of establishing the effectiveness of the new drug as well as the extent of its side effects on the patients compared to the current standards. Another important aspect of the third phase of preclinical trials is that the experiments are often carried out as random trials. In essence, investigations on the standard application of the drug are conducted unevenly. Further, the third phase of clinical trials not only focus on the patients with a specific malady, but also encompass patients of diverse ages, ethnicities and both sexes thereby producing results applicable for a large population sample (Hackshaw, 2011). Given the long timeline in the third phase of clinical trials, large sample or population is required to complete the investigation. In most cases, the sample range between seven hundred to two thousand participants. Moreover, the success of the drug in the third phase preclinical trial leads to the application to the approval of the drug by the authorized bodies such as Food and Drug Administration (FDA). The approval of the drug due the successes in the preclinical trials shows that the drug can be administered for a precise use. Investigator brochure The IB (Investigatorâ€⠄¢s Brochure) is an all-inclusive document in drug development. Actually, during the drug preclinical trials, the manuscript sums up the body of info acquired in the study. Once the IB is obtained, it is modernized with fresh information. Throughout the entire procedure of drug development, the document (IB) is critically significant (Hackshaw, 2011). The human areas under discussion gathered in preclinical and clinical trials in study of drugs gets Investigator’s Brochure relevant when compiling data. All through the clinical trials, the investigators obtain essential insights from the IB for the administration of study subjects and study conducts (Hackshaw, 2011). The clinical trial protocol with protection measures and key aspects are set up by the investigator’s brochure. The key aspects may encompass, safety-monitoring procedures, techniques of administration, frequency and dosing intervals, as well as study of drugs. On the other hand, an IB helps the investigato r to clearly comprehend the safety measures, observations, specified examination, adverse reactions, and any possible risks accruing during the clinical trials (Mulay, 2001). In brief, the brochure is a guide and an abstract for the segment of the investigator.Advertising Looking for research paper on health medicine? Let's see if we can help you! Get your first paper with 15% OFF Learn More The background knowledge in pharmaceuticals is critical in the investigation process during the third phase of preclinical trials. Moreover, based on the pharmacology and previous human experience of the investigational products, a clinical investigator should be in custody of the guidance (Mulay, 2001). The guide should consider treatment and identification of undesirable drug reaction and probable overdose. The information on the IB must be kept updated through a responsible sponsor. Contents of the investigator brochure in stage one of the product developments The investigator brochure explains all the activities taking place in the first phase of the product development. The brochure explains in details the required insights for the management and conduct of the investigators at the preclinical trials (Spilker, 2000). In addition, the brochure explains the study subjects as well as the effects of the drug throughout the first phase of the preclinical process. The information inc ludes the name of the drug, the development process, the way it works as well as the formula (Spilker, 2000). The specified data regarding the drug are obtained from the results of the laboratory tests. In essence, the investigator brochure in phase one will contain more information about the product. Further, the investigator brochure provides the investigator a summary of the information that guides the trials as well as possible risks and uncertainties that may be encountered during the study (Mulay, 2001). In fact, the brochure will provide the dose development procedure and the characteristics of the subjects that were used in the first phase of preclinical trial. In addition, the brochure will have detailed information regarding the potential risks or the adverse effects of the drug (Spilker, 2000). Moreover, the information concerning the use of the drug, whether in combination or applied singly will also be contained in the first phase investigator brochure. In the dose data , the brochure will provide more information on dose escalations and the observed side effects. Since the first phase is critical in the product development, the investigator brochure will contain more information that provides insights in the application of the drug (Hackshaw, 2011). Moreover, information concerning the drug administration will also be contained on the brochure. In addition, the investigator brochure also indicates how the side effects should be treated. In other words, the investigator brochure contains details on the possible side effects and the manner in which such adverse effects should be countered (Hackshaw, 2011). All the information in the brochure is based on the procedure provided and the results obtained from the trials. In the first phase of the product development, the investigator brochure provides direction on the identification and management on the negative effects of the drug. Conclusion The development of new drug undergoes various stages before being authorized to be used. The phase includes preclinical trials, which are conducted to ascertain the effectiveness of the drug. The preclinical trials are in phases. The first phase of preclinical trials tests the effectiveness and behavior differences of the subjects due to the administration of the new drug in a small sample. Similar aims and procedures are conducted in phase three. However, the third phase requires a large population. The major difference between phase one and phase three is the sample population where the third phase applies the larger sample population. The investigator brochure is critical in the provision of information during the preclinical trials. Specific to first phase of the preclinical trial, the investigator brochure provide the information concerning the new drug. Besides the product information and the investigation procedures, the first phase investigator brochure contains the information concerning the doses, timings as well as the safety of the product. References Hackshaw, A. (2011). A concise guide to clinical trials. Malden, MA: John Wiley Sons. Mulay, M. (2001). A step-by-step guide to clinical trials. Burlington, MA: Jones Bartlett Learning. Spilker, B. (2000). Guide to clinical trials. Philadelphia: Raven Press.

Examples of Legends in Literary Texts

Examples of Legends in Literary Texts A  legend is  a  narrative - often handed down from the past - that is used to explain an event, transmit a lesson, or simply entertain an audience. Though customarily told as true stories, legends often contain supernatural, bizarre, or highly improbable elements. Types of legends include folk legends and urban legends. Some of the worlds most famous legends survive as literary texts, such as Homers Odyssey and  Chrà ©tien de Troyes tales of King Arthur. Folktales and Legends Although folktales and legends are both important genres of orally told narrative, in many ways they are decidedly different. As folklorists use the term, folktales are fictional stories; that is, they are regarded as fictions by those who tell and listen to them...Legends, on the other hand, are true narratives;  that is, they are regarded by their tellers and listeners as recounting events that actually took place, although to say so is an oversimplification....Legends are historical accounts  (such as the account of Daniel Boones encounters with Indians); or they are sorts of news accounts (as with contemporary or urban legends in which, for example, it is asserted that a madman with a hook arm recently attacked parked teenagers somewhere nearby); or they are attempts to discuss human interactions with other worlds, whether in the present day or in the past...However, in the social contexts in which legends  are told, attitudes toward the veracity of any given narrative may differ; some people may accept its truth, others may deny it, still others may keep an open mind but not commit themselves. (Frank de Caro, Introduction to  An Anthology of American Folktales and Legends.  Routledge, 2015) How Have Legends Appeared in Literary Texts? One of the worlds most famous legends is the story of Icarus, the son of a craftsman in ancient Greece. Icarus and his father attempted to escape from an island by making wings out of feathers and wax. Against his fathers warning, Icarus flew too close to the sun. His wings melted, and he plunged into the sea. This story was immortalized in Breughels painting Landscape With the Fall of Icarus, which W. H. Auden wrote about in his poem Musee des Beaux Arts. In Breughels Icarus, for instance: how everything turns awayQuite leisurely from the disaster; the ploughman mayHave heard the splash, the forsaken cry,But for him it was not an important failure; the sun shoneAs it had to on the white legs disappearing into the greenWater, and the expensive delicate ship that must have seenSomething amazing, a boy falling out of the sky,Had somewhere to get to and sailed calmly on.(From Musee des Beaux Arts by W. H. Auden, 1938) As stories handed down from the past, legends are often revised by each subsequent generation. The first stories of King Arthur, for example, were recorded in Geoffrey of Monmouths Historia Regum Britanniae  (History of the Kings of Britain), which was written in the 12th century. More elaborate versions of these stories later appeared in the long poems of  Chrà ©tien de Troyes. By several hundred years later, the legend was so popular that it became the subject of parody in Mark Twains humorous 1889 novel  A Connecticut Yankee in King Arthurs Court.

Reflecting on critique Essay Example | Topics and Well Written Essays - 500 words

Reflecting on critique - Essay Example It has been argued that it is characterized by the possibilities of machines. Eiffel tower design is very interesting because â€Å"many modernist movements were interested in producing art and architecture that draws attention to the process of construction involved in making the objects and arts." 1 This can be seen clearly from the Eiffel tower, even though it is an old building the architects behind the design of the building wanted to appeal people by having a unique design that captures the human attention. Lyotard’s argues that there is a conflation of art and philosophy. This is because before designing an object an architect must first of all visualize what he or she wants to design. Post modernism brings about the effects that come about because of having a central focus being attraction rather than building a strong building that can withstand the test of time.2 Although there has been allegation that postmodernism is not well understood today because it there has been conflicting reports on which areas it covers, which can be found in â€Å"all the arts, poetry of John Ashberry for instance as all the arts† 3 One of the most important features of postmodernism is pastiche. Pastiche involves imitation of other forms of art. How ve, imitation of other forms of art is wrong because we will continue producing the same styles each year. In addition, it also limits creativity. Therefore, most architects have been discouraged from copying other people’s work. However, the relationship between design and philosophy comes out clearly in Eiffel towers. The architects who designed Eiffel towers tried to incorporate philosophy in designing a building. This is evident from the number of tourists who visit France in order to see Eiffel

Textbased Reading Assignment Essay Example | Topics and Well Written Essays - 750 words

Textbased Reading Assignment - Essay Example And upon this departure, "happiness" is coined up as the response to its inquiring mind as its ultimate end of its quest for truth. The Epicurean teaching of happiness as described in the study of philosophy entails the idea or that collaborates with the theory of "imperialism" (i.e. a form of knowledge acquired or is that knowledge perceived by the use of our senses or the process called sensation). It is by the reason of providing the idea of "casualty" (The principle of cause and effect relationship) in viewing or in understanding the concept of happiness in the Epicurean teaching, as of that which is motivated by the direct encounter to the corporeal world (material world) or the things seen or being felt present in the reality. And thus, this encounter with the corporeal world gives us the effect or the idea of both "pleasure and pain". Moreover, in realizing what does Epicurus mean by saying that pleasure is our "primary native good" connotes of that "good" in relation to "feeling" as a means or tool of its criterion for happiness. In this manner, the role of sensation provides as the key to understand in having the concept of "pleasure" as that which satisfies one's (individual) need. Pleasure then takes place upon describing certain stances that serve as an appetite towards living or its existence. Thus, the Epicurean concept of pleasure as a "primary native good" gives us the idea of understanding as the first step of its hierarchy of attributing towards a self fulfilment or a happy life. According to the Epicurean teaching, pleasure should not always be the choice or our option to select at. It is because it entails (in Epicurean concept) the idea of consisting "Primary and Congenital good". To illustrate such concept, in understanding the idea of "primary good", it gives us the thought of a skin form or level of understanding the concept of "pleasure" as a matter of "feeling". And thus it leads us to the idea of "sensation" that construct upon this concept of primary. The Congenital good persuade upon the concept or the idea of understanding to what is there seen not present in the reality but only find in its existence in the "world of forms or ideas" (the word "world of form" originates in the Platonean Concept). Thus, its essence (the nature of its being) provides us the thought of that is innate to its characteristics. And thus, evaluating these two factors (Primary and Congenital good) speaks of a subjective interpretation or judgement because of its approach of arriving of its own idea. As stipulated in the Epicurean doctrine, "A person who does not have a pleasant life in not living sensibly, nobly and justly, and conversely the person who does not have these virtues cannot live pleasantly (Epicurus, Leading Doctrines, p. 53, 5th paragraph). In view to this quotation, indicates that the Epicurean teaching doesn't agree that it is possible to lead a virtuous but unpleasant life. To depart from these lines, pleasure connotes a connection to moral virtues of man or a person that is associated to hi being. Moral good then construct a definition towards a good life. Therefore, such concept perceives or illustrates an idea that it is impossible "to be" and "not to be" at the same place and at the same time. The researcher's analysis unto this study to the Epicurean way of teaching of understanding pleasure relating to morality, as with regards to the impossibility of having virtuous and yet

Innovation, Assignment Example | Topics and Well Written Essays - 3500 words

Innovation, - Assignment Example In fact, obesity is now considered to be an epidemic such that it has alarmed public health officials and policy makers to consider some methods to reduce the high rates of obesity (Pool, 2000). As a note, obesity is measured using the body mass index (BMI) of a person. BMI is computed by dividing the body mass (in kilograms) by the square of that person's height (in meters); hence the BMI is given in units of kgs/m2. A person whose BMI is below 18.5 is considered underweight; a BMI between 18.5 to 25 is normal weight or optimal; a BMI above 25 up to 30 indicates the person is overweight, and finally, a BMI of above 30 is accepted as obese, while anyone with a BMI of over 30 is morbidly obese (or a condition of morbid obesity, which means there is now a real danger of physical complications and even death). The American Medical Association (AMA) had recently declared obesity as a disease by itself that is now so prevalent worldwide (The Boston Globe, 2013). More people are also findi ng it more convenient to drive their own motor vehicles to work or to go someplace rather than take the public transport system, like the bus or the metro rail system. Moreover, there are now more senior citizens driving their own cars due to increasing longevity from better health interventions; people who are sixty years and above are considered as senior citizens by the World Health Organization (WHO) as older adults (WHO, 2002). Considering all these, it is fair to expect a demand and people will buy this new gadget once introduced to the market. What has to happen – the number of driver-related road accidents are increasing every year due to a number of factors, such as reckless driving (teen-aged drivers ignorant of traffic laws and ignore safety in proper driving procedures), driving under the influence of alcohol or drugs (DUI), people who were drowsy or sleepy or worse, even fell asleep as they were driving, those who still drive despite being diagnosed with hyperten sion (high blood pressure) which can affect both their judgment and reflexes, and finally, people who suffered a stroke (heart attack) while driving such as those mentioned earlier (people who are at increased risk for strokes such as elderly drivers) or older adults in their sixties, seventies, and even in their eighties and nineties who still drive their own motor vehicles despite the increased risks for collisions and accidents. In the United States of America, which has one of the highest density of motor vehicles ownership, the number of accident statistics grouped by age brackets by the U.S. Department of Commerce showed the age group 25-34 years-old as having the highest rate of fatal accidents (19.8%), followed by the 35-44 years-old age bracket (17.6%), then next is the 45-54 years-old age group (16.7%), followed next by the 20-24 years-old age bracket (15.0%), and the youngest age group of 19 years-old and under (12.2%). For older drivers who belong to the 55-64 years-old age bracket, the accident rate per 100,000 licensed driver is 10.4%, followed by the next age group of 65-74 years old at 5.0%, and lastly, those who are 75 years old or above, at 3.3% (U.S. Department of Commerce, 2012); for these last three oldest age groups, their collective rate is at a cumulative 18.7% which is close to the

Public Relations In Non Profit Organisations Marketing Essay

Public Relations In Non Profit Organisations Marketing Essay First this essay will explain the role of public relations in non-profit organisations and provide a brief description of our campaign; second the campaigns strengths and weaknesses will be discussed; third the campaign will be discussed in relation to public relations theory; and finally a conclusion summarising the main points discussed in this essay Public Relations and Non-Profit Organisations: Public relations can play an important role for non-profit organisations, providing the support to create new, and maintain existing relationships necessary to meet organisational goals, meet fundraising targets, and develop organisational awareness. As Broom, Center, and Cutlip state, there are five functions the practitioner aims to carry out within non-profit organisations, these are to: Define or brand the organisation, gain acceptance of its mission, and protect its reputation. Develop channels of communication with those an organization serves. Create and maintain a favourable climate for fundraising. Support the development and maintenance of public policy that is favourable to an organizations mission. Inform and motivate key organizational constituents (such as employees, volunteers, and trustees) to dedicate themselves and work productively in support of an organizations mission, goal, and objectives. (Broom, Center, Cutlip, 2006, p. 449) Campaign Description: Intentio PR designed a campaign to achieve two goals; first to increase the amount of funding Parent to Parent receives through creating relationships with the business community; and second to increase awareness of Parent to Parent through the relationships and campaigns developed with the business community. Therefore, Intentio PRs key campaign goal was to increase the amount of funding Parent to Parent receives, while simultaneously increasing awareness of Parent to Parent and their services to key audiences. Intentio PR proposed three projects to achieve these goals: A redevelopment of Parent to Parents website to be more interactive, and to allow for a better donation function. A cause related marketing campaign with Huggies, where a certain amount of each Huggies product purchased was donated to the organisation A relationship with TradeMe, in which users can donate the auction success fee or entire proceeds for an auctioned item to Parent to Parent. Campaign Strength and Weaknesses: Prior to the development of Intentio PRs three campaigns, Parent to Parents current situation was researched, more specifically research concentrated on their purpose and mission, their current financial situation, and their sources of funding. The information gathered from this influenced our next stage of research as we found that there was a problem with funding, and that businesses were not approached for funding, focussing efforts on grants and applications instead. Stemming from our organisational information, we then conducted research that looked into what motivates businesses to provide sponsorship to non-profit organisations, what they see as essential to this relationship, and their level of awareness for organisations providing services to the disabled. Research also looked into the funding and sponsorship situations of the regional Parent to Parent offices. We encountered difficulties in relation to this research in regards to response rates, from both business, and the regional offices contacted to participate. Although not sufficient to produce any significant generalisations to either of the communities surveyed, the information gathered did produce enough relevant data to help in the formation of our campaign goals and objectives. The goals for this campaign fit in to two management situations that Smith describes, a task management goal focused on obtaining more funding, and reputation management goal which is focussed on Parent to Parents awareness and perception (Smith, 2002, p. 69). Although our campaign had a goal derived from our previous research and worked, as Smith states, to provide the direction while objectives pinpoint the destination (Smith, 2002, p. 67) I believe we could have developed more specific, measurable, attainable, realistic, and timely (SMART) objectives for the three campaigns developed. Consequently, this would have allowed for us to develop more specific and detailed campaign evaluations, which lacked any specific criteria to measure success against. The reputation or awareness objective that was listed could have been improved by specifically stating who the community mentioned is, for example amongst all parents of disabled children; and by providing measurable targets for the objective, for example an increase of awareness by 60%, although previous awareness levels of the organisation amongst the target audience for the objective would be needed as the standard to be measured against. Public Relations Theory: Although we attempted to use the four step process, that is research, planning, action, and evaluation, our campaign was lacking in areas such as planning and evaluation that would have brought it together. Five theories I would use to describe and evaluate aspects of Intentio PRs campaign would be systems theory, the two-way asymmetrical model, social exchange theory, social learning theory, and situational theory. Systems theory can be used to examine both the internal and external relationships an organisation has with its employees and customers. Baskin, Heiman, Lattimore, and Toth describe organisations as made up of interrelated parts, adapting and adjusting to changes in theenvironments in which they operate. Organisations have recognisable boundaries, within which there must be a communication structure that guides the parts of the organisation to achieve organisational goals. (Baskin, Heiman, Lattimore, Toth, 2007, pp. 44-45) These organisations can be considered either open or closed systems; open systems allowing the flow of information from outside stakeholders, and how these relationships with outside stakeholders might affect the organisation; closed systems choosing to focus on past decisions and how these have performed when making decisions, preferring not to seek new information from outside of the organisation. Our campaign would be based on an open systems theory, with research in to outside organisations and how these relationships are established, and maintained being conducted, as previously discussed; also, we seek to establish new relationships with Huggies, and TradeMe to increase funding and awareness. As surveys were mainly used to explore relationships with businesses, and the information found used to develop or influence our campaign design, the two-way asymmetrical best describes our research and development model, as Tench and Yeomans state Feedback from audiences is important in this model of communication, but it is used to adapt communication strategies to be more persuasive, not to alter the organisations position. (Tench Yeomans, 2006, p. 147) Intentio PRs cause related marketing campaign with Huggies establishes an exchange with the consumer of the Huggies product; for every product the consumer purchases, $2.00 will be donated towards Parent to Parent. Therefore, the act of buying this product (the cost), results in them helping out a charitable organisation (the reward). I believe this is an example of the social exchange theory, which uses the economic metaphor of costs and benefits to predict behaviour. It assumes that individuals and groups choose strategies based on perceived rewards and costs. (Baskin, Heiman, Lattimore, Toth, 2007, p. 48) I believe the social learning theory, which states that we can learn new behaviours merely by observing others (Baskin, Heiman, Lattimore, Toth, 2007, p. 50), is applicable to our TradeMe Team Up campaign. Although there will be a media release and other promotional material in relation to this campaign, the main method in which TradeMe members are going to learn about these donation features are through observing and adapting this behaviour from another member who has used these features on their auction(s). Both VanLeuven; and Baskin, Heiman, Lattimore Toth state that the more positive and rewarding the consequences, the more likely the behaviour will occur. (VanLeuven, 1989, p. 196) Therefore the probability of the observing TradeMe member adopting this behaviour (the donation feature) is more likely if they believe the reward (donating money to a charitable cause) is a sufficient or positive reward for performing the task; the goal of the promotional effort for this campaign should consequently be to align TradeMe Team Up campaign as so. Situational theory, according to Tench, and Yeomans; and Baskin, Heiman, Lattimore Toth (2007, p.46-47), divides an organisations publics according to those publics who actively seek and process information about an organisation or an issue of interest, and those publics that passively receive informationas the situation, problem, opportunity, or issue changes, the publics, with which the organisation must communicate, change. The redevelopment of Parent to Parents website is aimed towards the active information seekers of their publics; the new website design allows for easier navigation of the site, and easier access to relevant information, such as events, regional information, and organisational information. It would be the active users of this website, who are also TradeMe members, who would be the early adopters of the donation feature of TradeMe Team Up. Conclusion: Theory establishes a framework through which common phenomena can be described and analysed. This essay has described the public relations campaign designed by Intentio PR, and has worked to relate the various components that it comprises to relevant public relations theory. I believe the campaign we produced could have been improved if we had used or referred back to the theory discussed previously, and if we had designated SMART goals to each of the campaigns.

Martin Luther King Jr. Essay -- Civil Rights Act of 1964

Within our daily lives we encounter multiple people who make an impact on us. They influence us to be better at what we do and show us that having an opinion helps us stand out from others. Throughout life we encounter these individuals and learn about past people who have had a great effect on people showing us what a true hero is. The late Martin Luther King Jr. is a hero in the eyes of people due to the fact that he spoke his mind as a social activist, risked his life to end segregation, and stood up for what he believed was right during the civil rights movement. Overall he was a hero for the common race. Martin Luther King Jr. grew up in Atlanta, Georgia and developed into a well-mannered and highly educated individual with the multiple accomplishments he fulfilled. He earned his doctorates degree at the young age of twenty-five and became pastor of the Dexter Avenue Baptist Church in Montgomery, Alabama. He soon became a member of the committee of the National Association for the Advancement of Colored People. He began to prepare himself to execute his leadership of the first great Negro nonviolent demonstration in the United States, the bus boycott. Martin Luther King Jr. gathered many people to show that all races are equal and that all people deserve to be treated as so. His leadership and organization of his first major activism shows man who he was a dedicated individual in giving every human an equal opportunity to change the life that surrounded them. â€Å"Our lives begin to end the day we become silent about things that matter" (Martin Luther King Jr.). The Supreme Court declared it unconstitutional of segregation on buses and abolished the law. The fact that he had the ability to show people they can make a... ...im a hero due to the fact that he put aside his own life to better the many lives around himself. The Hero Hall of Fame would become that more complete with Dr. King included in it because years after his death he is the most widely known African American leader of his era. "In the end, we will remember not the words of our enemies, but the silence of our friends" (Martin Luther King Jr.). Works Cited "Biography." Martin Luther King -. Nobel Lectures. Web. 07 Mar. 2012. . Lombardi, Esther. "Martin Luther King, Jr.,Quotes." About.com Classic Literature. About.com.Web.07Mar.2012. . "Martin Luther King Jr.." 2012. Biography.com 07 Mar 2012, 11:37 http://www.biography.com/people/martin-luther-king-jr-9365086