By Emily Thole
*Warning. This post may contain spoilers about the hit TV show, “This is Us.” Proceed with caution.*
“This is Us” is the television show everyone is telling you to watch. It is full of happiness, anger, sadness, joy and every emotion in between, however, there is one monumental episode that you can’t forget. If you’re anything like me, this blog post will bring up a flood of emotions, so get your tissues ready.
As avid viewers of the show, we all know where we were when Jack died. Yes, I’m bringing up that heartbreaking moment. I was sitting with my roommates on our red leather couch in the living room, staring at the small screen with tears rolling down our faces, full of disbelief. This man fearlessly saved his entire family from a house fire, and then went back into the blazing building to rescue his daughter’s dog and a few personal items, only to wind up valiantly perishing. He was a hero, and then he was gone. Not because of burns, or an injury that was visible, but for having too much smoke in his lungs. This is the drama that keeps viewers coming back.
What does this tragic scene have to do with public relations? Well, after the episode, fans were boycotting one particular brand, and because of that, they had a crisis on their hands.
One thing I didn’t mention was how the fire started in the Pearson household. It was a Crock-Pot. The faulty slow cooker is accidentally left on and it starts a fire in the family’s kitchen, which leads to the entire house burning down, and later, Jack’s demise. Fans of the show immediately took to the Internet to share their heartbreak and frustration over the episode and the Crock-Pot brand. Their name was disgraced, and their stock plummeted, but Crock-Pot’s response to the crisis is one PR professionals can learn from.
First, Crock-Pot responded quickly. They released a statement less than 24-hours after the show aired. And shortly after they sent out a news release stating facts about their products to ease consumers’ minds that can be read fully here. Not only that, but they created a Twitter page called “CrockPotCares” to respond to viewers who were concerned about product safety, and throwing away their Crock-Pots.
Crock-Pot did a great job of listening to consumers’ complaints. They understood that people were upset, and they did their best to respond with understanding to build back their image. They even created the hashtag #CrockPotIsInnocent to use in their responses to defend their brand.
Good tweet to consumer https://twitter.com/CrockPotCares/status/956258200239706114
Help from Star Power
Although this was a crisis they didn’t see coming, Crock-Pot wasn’t afraid to ask for help when getting their image back. They used the actor who portrays Jack, Milo Ventimiglia, in a commercial promoting the Super Bowl, joking about the Crock-Pot controversy. “The Late Show” host, Stephen Colbert, mentioned the issue on his show, stirring up conversation. Ellen DeGeneres even partnered with the company to hand out Crock-Pots as one of the giveaways on her show. Each of these people helped Crock-Pot restore their image.
A crisis can pop up at any time. Companies must be prepared in case a television show uses your product to kill off a beloved character. In a time of crisis, PR professionals can use Crock-Pot as an example. Although the situation presented on screen was fictional, Crock-Pot responded successfully and recovered quickly because of the crisis plan they had in place.
Crockpot even got Jack (Milo Ventimiglia) to make a video joking about the crisis as a whole (https://twitter.com/CrockPotCares/status/959789384785715200)
Their own hashtag #CrockPotIsInnocent
Stephen cobert https://twitter.com/CrockPotCares/status/958022381741764609
Good tweet to consumer https://twitter.com/CrockPotCares/status/956258200239706114
By Kylee Julian
Getting an internship always looks so easy in the movies. You just choose a business, go inside and apply, then poof you get it. The next day you are getting coffee and bagels, then a month later you’re the CEO. Sounds easy. Right? Well, I learned very quickly that if I wanted to secure an internship, I would have to hit the ground running and apply, apply, and apply again.
Finally, Staley Farms Golf Club accepted me as part of the team as the summer public relations intern. I worked with a few different departments in the overhead company to ensure that everyone was on the same page and that things run smoothly. I worked with the head of marketing, Abby Crowley. Abby and I developed flyers, social media flyers, videos, and other marketing efforts to advertise upcoming events and changes being made to the club. I also worked with the head of events and food and beverages, Kayla Adams. We worked together in preparation and tear down for events, walkthroughs to show the space, working with other companies to get needed items for events and managing events as they take place.
One thing that movies were right about is that interns can work long hours. Working 10-12 hour per days doesn’t sound too bad until you are doing it multiple times a week. Now, it wasn’t all bad. I got to meet some amazing people and learn a lot from different parts of the job.
There really wasn’t a typical day on the job. Over the internship, there were multiple events each week, all dealing with different items. Whether it was setting up a tournament or working with a bride, each event required a lot of coordination and each taught me different lessons, which will benefit me in my professional career. Sometimes you have to work with athletes or colleges hosting tournaments at Staley. The internship came with many fun-filled days, and new experiences. There were days where I got to make centerpieces for large events. Then there were other days where I got to meet and greet pro football players and help run their tournaments. It was always something new and different.
After spending some time reflecting on my education, it is clear that several classes helped to prepare me for this internship. My design and writing classes helped with the marketing side of the Golf Club. My PR law class gave me knowledge about how to look up city ordinances to help make certain the Club was operating in accordance with local regulations.Courses on strategic planning and strategic communication helped me in the day-to-day work, giving me the tools to be able to successfully brainstorm in a large group. Also, during staff meetings, I was able to successfully present and give visuals in order to make a point and better communicate the projects in which I was involved.
An internship gives you the opportunity to learn more about working in a particular environment. I learned a lot about myself and my work ethic. I learned how to multitask in a whole new way, and work with new people every day. I enjoyed the fast-paced atmosphere and getting to work with different departments.
I hope everyone gets the chance to learn as I did in a real-life setting and to make the connections with the kinds of people I experienced during my internship. Internships are a constant reminder that the expert in anything was once a beginner, and if you learn and apply yourself, you can accomplish anything.
By Emily Jarboe
Have you ever thought about what social media will look like in the next 10 years? Social media and its strategies are constantly changing. Consider just how much social media has evolved in the last five years. Companies need to keep up with change in trends and progression of technology in order to stay current and connect with their audience.
While it can be difficult to predict the future of social media marketing, there are at least three trends that experts say can be anticipated:
Consumption of visual content will change
As a public relations professional or a social media marketer, you should know how important it is to include visual content into your social media marketing plan. If you have not shifted your attention to visual content, then you are in need of a new marketing strategy because this particular trend should not be ignored.
Here are some statistics I found that justify the statements above:
- “When people read information, they’re likely to remember only 10% of that information three days later. However, if a video presents that same information, people retained 70% of the information three days later.”
- “Video content currently represents more than 70% of all internet traffic.”
- “Facebook users watch 8 billion videos per day.”
- “4X as many consumers would prefer to watch a video about a product than to read about it.”
The Rise of Dark Social
According to Techopedia, Dark Social refers to “the social sharing of content that occurs outside of what can be measured by web analytics programs.” Dark Social can be a challenge for companies that are trying to track and monitor social media activity and website referrals. Dark Social mostly occurs when a link is sent through email or instant messaging, instead of shared on a social media platform where results can be easily measured.
The Death of Organic Reach and Facebook
Facebook is making it very hard to reach your audience organically. Facebook originated with the initial idea to help people connect with each other. Due to users complaining that posts from the media, businesses, and brands have “crowded out their personal moments,” Facebook decided to be very cautious and selective about what they place on their users’ feeds. Looking towards the future, brands may want to shift their Facebook strategy entirely to a paid approach since the luxury of a free online presence is declining.
While the future of social media marketing can’t always be easily forecasted, we can almost guarantee that the trends are likely to change as technology progresses. Our social media strategies and how we approach them are constantly evolving, and it’s especially important to keep up with those changes in order to successfully connect with our audience and stay relevant.
By Nickey Buzek
Internships are designed to be the segway between the school realm and the professional world. They help students take what they learned in the classroom and project it onto a position they worked hard to gain. If a company does it just right, the student will walk away with experiences they weren’t even looking for. I know I wasn’t looking for the opportunities that fell into my lap when I stumble onto an internship with a company called P1 Learning.
I had just given a speech at a networking event called PR Connect when a gentleman introduced himself to me as Speed Marriott. “Can I have a minute of your time,” he asked politely. I realized I must have stepped into a different dimension for someone to ask me for my time rather than the other way around.
Marriott told me that he was attending the networking event because he was a University of Central Missouri alumnus, and one of our professors asked him to make an appearance. He said he was the CEO of a Kansas-based eLearning company called P1 Learning. The brief description he gave was something to the effect of, “We create training videos for on-the-go professionals in the broadcast industry.” I had never heard of such a service.
He must have known what I was thinking, because he followed up with, “Do you have a resume on you? I can have our VP of Marketing and Sales tell you more and talk to you about an internship.” I didn’t just give the man my resume; I gave him my business card and the biggest “please hire me” smile too.
I came into the internship expecting there to be a set way of doing things as companies often have in place. But at P1 Learning, it’s often said, “It’s easier to be a smaller company with the ability to adjust quickly, rather than a larger company set in their ways.” This mentality was the driving force behind P1 Learning’s willingness to try new approaches and welcome new ideas. Both of these seemed to be two necessary components in a culture that invited successful public relations initiatives.
Other inviting factors could be seen in my department specifically. The VP of Marketing and Sales and the marketing representative were enthusiastic about each new task I worked on and were quick to praise exceptional work.
With a mentality that adjustments are always possible and teamwork makes everything easier, my 9 a.m. to 3 p.m. workdays were far from routine. One day, I would engage in scriptwriting. Another day, I would be filming. Some days, I would sit in on meeting after meeting, and other days I would stay in my office with Slack attached to my fingertips for communication. The variety and autonomy P1 Learning gave me eased the transition from college life to the professional world, but it was the unique times that made the professional world the best.
My “atypical” days were much different. They included out-of-office trips, broadcast station tours, and even hula hooping in the middle of the lunch area. Occasionally, I would have to remind myself that I really didn’t step into another world and that I got to work with people who embraced my love of variety and autonomy. All of these experiences came within a three-month time period and put me on the fast track to having a direction for my career.
Life after graduation can seem like a different dimension to college students. Transitioning from on-campus organizations to contributing to work that goes out on behalf of a company can be daunting. But internships, such as the one I experienced at P1 Learning, make students like myself better prepared for the diverse experiences that come with the professional world. They help us become more confident in taking that step into the different dimension we call the workforce.
By Emily Thole
In the restless and brutal sea of social media, taking a risk could leave a company struggling for air. You may have noticed from recent events, Nike decided to jump into the water head first by tackling a highly controversial topic in the U.S. With immediate response, the internet both attacked and commended Nike for taking a knee on a political subject that many brands and organizations avoid.
Colin Kaepernick, former San Francisco 49er’s quarterback who inspired player protest throughout the NFL, tweeted a photo marking him as the newest face of Nike.
The photo shared stated, “Believe in something. Even if it means sacrificing everything.” Since Kaepernick’s first protest in 2016, where he kneeled during the national anthem against police brutality, he has received backlash from the NFL and people around the country. His actions ultimately left him without a spot on any team, but Nike decided to endorse him anyway. In the early stages of the “Just Do It” campaign’s 30th anniversary, they made a statement.
As a result of the partnership, Nike made headlines. Celebrities including Jamie Lee Curtis, Serena Williams, Russell Crowe and COMMON were praising the brand on Twitter alongside Americans throughout the nation.
But with the good also comes the bad, and even ugly. Multiple individuals took to social media posting images and videos of themselves burning their Nike products, and cutting the swoosh logo from their socks and apparel, voicing that they will never shop with the brand again.
Nike isn’t the first brand to tackle a controversial issue. Many other companies have taken a stance on social issues as well. Dick’s Sporting Goods protested gun violence after the Parkland, Fla. massacre by saying they would no longer sell assault weapons, high-capacity magazines, and also prohibit the sale of guns to customers under the age of 21. Airbnb shot back at President Trump when he closed the borders to refugees in a campaign called, “We Accept,” by voicing their company’s acceptance of other races and nationalities in a time when the biggest figurehead of the nation was saying the opposite. When the U.S. pulled out the Paris Agreement, Ben and Jerry’s started a campaign called, “Save Our Swirled,” focusing on the topic of climate change. Each of these brands were criticized for becoming politically involved, just like Nike.
For a brand with popularity around the world, what form of success can come from this controversial partnership? Through all the back and forth of praise and hate, will either party prosper?
It depends on how you measure success, and from my research, numbers don’t lie. According to the Washington Post, after an initial drop when Kaepernick shared the photo, Nike online sales went up 31 percent. The incident got people to talk about the organization, and, whether positive or negative, the Nike brand was pushed to the forefront of their minds. According to Bloomberg, the company received over $43million in media exposure in the first 24 hours, and that continues to grow.
Risking your brand’s reputation is scary, but if it is something you believe in, take a knee and show the world what you stand for.
By: Ashley Perry
“You have brains in your head. You have feet in your shoes. You can steer yourself any direction you choose. You’re on your own. And you know what you know. And YOU are the one who’ll decide where to go…” – Dr. Seuss, Oh the Place You Will Go.
College is a four year experience you can never get back. One value I have always tried to live my college years by was college loyalty. The word loyal is defined as “faithful to a cause, ideal, custom, institution, or product.” So, in my opinion, being faithful to college means committing toward collegiate goals. Graduating is the ultimate goal of college, however, there is so much more that goes into college loyalty.
You get what you put in to college. Campus involvement, connections, and opportunities are some of the few ways to make your college experience worthwhile. You have to find something to allow yourself to stand out from the other colleagues who will graduate with you. Focusing on yourself and what you enjoy professionally will help you to advance once you graduate. Try to think of these three words when completing your collegiate years:
Be involved within your major. Don’t just take a class and turn in your homework. Go out of your way to join a club geared toward your major. Go to your professors office hours and ask them ways you can get involved. I guarantee they would love to see a student in their office for once, and that will allow you to stand out. Even if you do not join a club geared for your major, find one that can benefit you as a leader. Find an organization that you can hold a position within and expand your knowledge of team building. Here is a link for the student organizations on campus at the University of Central Missouri. Check it out and find what club would suit you.
I am sure you have heard the saying, “don’t burn any bridges” because you never know when you might need to take that bridge. Unfortunately, that is true. It starts in the classroom. You never know who in your class could potentially be in a position to hire you one day, or who could think of you 10 years after graduation and tell their boss you might be a good fit. Get out of your comfort zone and make connections with your classmates. It does not stop with classmates, it applies to professors and fellow employees. Be friendly and always offer a helping hand. You can never get enough endorsements on LinkedIn. Basically, do not burn bridges with people, keep them as acquaintances. If you do not believe me on the importance of connections, check out this article.
Do not let an opportunity slip away from you. If you hear about a chance to network or get together with some classmates, take it. You do not know where it will lead. Do not tell yourself you will do it next time, do it now. Take that hard class that will benefit you, take that internship or job that scares you. It is okay to fail at something, but it is not okay to fail at never taking an opportunity.
What I have received from college on a professional level, took me four years to figure out. I have passed up many opportunities and connections. Fortunately, I finally found the true meaning to college loyalty before my time was complete. I hope this blog will help you do some soul searching to find what college loyalty means to you.
By Morgan Anderson
Newsjacking is one of the best ways to keep your company current and popular. Used in traditional forms of advertising and social media, newsjacking is taking advantage of current events in such a way to advertise your brand.
Created by David Meerman Scott (his website and book can be found here) and popularized on social media, this type of advertising is a great way to gain followers and knowledge of your brand. Newsjacking can double organic news searches for your brand. It also allows you to have an immediate impact on your followers. Here are three general rules about newsjacking that everyone should follow.
- Make it current
Newsjacking only works if the event is current. Anything past a week could possibly be out of date, depending on the event. You want the posts to be immediate if it is a fun event or possibly something that is considered rare. Oreo was one of the first to hop on the newjacking trend when it started in 2013 when a blackout happened during the Superbowl. This tweet went out minutes after the blackout occurred, and the marketing team was on top of it. It gained almost 15,000 retweets and over 6,000 likes.
2. Make it tasteful
In wakes of crisis, it is important to make social media content tasteful. Trying to newsjack after a crisis can harm your brand if you are not careful. After Hurricane Sandy, Gap tweeted “All impacted by #Sandy, stay safe! We’ll be doing lots of Gap.com shopping today. How about you?” with a link to gap.com. After millions of people lost their home, this probably was not the best item to tweet about.
3. Make it relevant to your company
Making content relevant to your company is very important. The point of newsjacking is to create a link between the current event that is happening and your brand. Muncie Animal Shelter did a great job with this during the Pokemon Go! craze in 2016. They placed an ad on social media to have people hunt Pokemon while helping walk their dogs. They gained more than 10,000 interactions on Facebook alone with this simple post.
By Ashley Perry
Professionals look at social media profiles more than you think. Social media background checks are a significant part of an application process. From your “likes” to tagged photographs, employers will find it all. While social media is for personal use, you still need to think of it as an extension of your resume and self brand. What you may post on social media is a direct representation of yourself and the potential employment you are seeking. Here are some quick tips on how to clean up your social media profiles:
Look through all photos/tagged
Photos posted on social media profiles are the quickest way to lose a job offer. Do not post questionable photos of yourself that can portray you in a negative light. Friends don’t let friends post pictures of each other making bad decisions. Set your profile to notify you when someone is wanting to tag you in a photo. This will save any bad light shining on you from another individual’s mistake. Here is a link to Facebook’s help center on how to change your tagging settings.
Clean out likes and groups
Back when social media first became popular, liking as many interests and joining groups was the fun thing to do. Those likes and groups you have joined may still be on your profile today. When cleaning out your social media, you should look on your “about” tab and search through the extra features. Slim down the amount of liked pages and groups joined. This will help your profile look more professional. Here is a link from Facebook’s help center on how to find your likes and groups.
Watch comments made
When friends post on their social media, you may want to share your true opinion. Keep in mind that social media leaves a direct trail to any comment that you have made. Foul language or offensive words can come back to hurt you in the long run.
Overall, keep your future in mind when posting on social media. Social media is a public profile for the world to see how you display yourself. Make your social media a positive representation of who you are, not a negative one. If used correctly, social media can positively affect your future employment.
By Elizabeth Fisher
Some of the most famous tweets were shared by celebrities including Ellen DeGeneres and President Barack Obama, however, a teenager from Reno, Nev., may surpass all previous retweet records. Wendy’s, “Yo @Wendys how many retweets for a year of free chicken nuggets?” Carter Wilkerson, with one simple tweet, begged Wendy’s to supply him free chicken nuggets for one year. Soon, he may exceed the highest number of retweets ever recorded.
Wendys response was simple, “18 Million.” Now, clearly Wendy’s was joking, however, one simple joke has spawned a firestorm of engagement for both Wilkerson and Wendy’s. The most retweeted tweet in the history was created by Ellen DeGeneres, which has about 3.3 million retweets. This makes 18 million from a 16-year-old in Reno, Nev., sound impossible, but the power of social media may prove otherwise.
Carter took a screenshot of his interaction with Wendy’s and posted it to Twitter with the caption, “HELP ME PLEASE. A MAN NEEDS HIS NUGGS.” This tweet now stands at 2.6 million retweets and continues to climb. Wilkerson hopes that this number will continue to rise so he can receive free chicken nuggets for a year. He is now known as the “chicken nugget man” at his high school, according to ABC News.
This is a great example about how customer loyalty could create a social media buzz. If Wendy’s had not responded to Wilkerson, there would have been no attention brought to the tweet or Wendy’s. Because Wendy’s tweeted back to Wilkerson, they brought attention to their restaurant and social media.
Personification has become popular for businesses on Twitter. People do not want to tweet to companies who give all customers the same response or no response at all. By creating a personality for your Twitter, people feel like they are actually talking to a real person instead of just a machine. This, in turn, creates strong customer loyalty. Wendy’s did a great job in showing that they were listening to Carter and gave him a unique response.
By Elizabeth Fisher
Building audience engagement on social media is an important goal for many organizations. Audience engagement can help you form closer relationships to your consumers and followers. Below are some helpful hints to building your organization’s audience engagement.
- Include a Photo
According to socialmediaexaminer.com, simply by including a photo in your tweet the amount of retweets can increase by 35%. Almost 75% of content on Facebook includes a photo, if your Facebook and other social media posts do not incorporate photography they could be passed up on follower’s timelines.
- Show Your Personality
By featuring humor or an emotional appeal and applying your specific brand to posts, you can create stronger audience engagement.
- Use Innovative Ideas to Drive Your Posts
Your social media posts should be unique and differ from your competitor’s content. It is important to keep up with trends, but use these trends in your own creative way. You also want to be sure that you are not repeating yourself too often or users could become bored of your content. Launching new social media campaigns annually can help keep your social media from becoming “stale”, Coca Cola’s #shareacoke campaign is a great example. People were able to find their name and post it to social media, which caused audience engagement.
- Know Your Target Audience
Knowing your target audience is the simplest way to reach your followers. You may want to consider the type of content you are posting and even the time of day that your target audience is more likely to be on social media. Track when you are receiving the most engagement and base your future posts off similar content and time of day.
- Know the Right Platforms for Your Audience
Some audiences are particular with which social media platforms they use. Know what platforms your target audience is on and focus content to those platforms.
- Encourage Engagement
Look for ways to encourage audience engagement through your social media. For example, ask them to “comment for a chance to win a free T-shirt.” You could even encourage people to share their experience, for example, “now that you have heard Becky’s story, share your own and tag us.” Users like to talk about themselves on social media, this would give them the opportunity to do so.
- Engage back with Followers
By replying to users it builds a relationship, especially when each repose is unique. Do not avoid negative comments, this will only make users angry. Send users to a customer support site or customer service number as well as apologize for whatever inconvenience they are having.
- What’s Interesting Today?
Social Media trends move very quickly. It is important to stay on top of these trends and find ways to incorporate them within your own social media. When the Hollywood sign was changed, for example, Denny’s restaurants put their own spin on the controversy.
- Videos and GIFs Grab Followers Attention
Videos can be compelling to viewers, but they can also loose interest quickly. Keep videos reduced to about two minutes. An exciting caption and introduction to the video will captivate the audience’s attention. GIFs have become popular because they are so quick for followers to watch and will add personality to your posts.
- Share Followers Content that Relates
The greatest way to form relationships with followers is by sharing the content that they post that pertains to your organization. This will make users excited about your content and as it makes it more personal and relatable.