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: Hali Mieser
Public relations has always been and will always be about content development and management, but with the fast evolving social media trend, PR must “keep up with the times.” Past PR professionals have taught us to curate creative and strategic stories for clients along with teaching us to measure media coverage. But the PR field has changed. As the lines between advertising, marketing and public relations begin to blur, PR professionals have to learn to navigate these new waters.
The first trend to look out for is specialized experts. In today’s Internet-based world, it is easier (and cheaper) to assemble a group of experts per project basis, instead of keeping the mental processes all beneath the same roof. Sure, it will take more effort from the agency end but the future of PR looks like partnerships between experts.
The next trend is the content train. Agencies used to simply hand over their public relations, marketing and advertising, sit back and approve whatever need be. Today, in order for work to get done smarter, faster and cheaper, promotion and advertising requires participation from the client. Simply put, your client knows the material and you don’t. But what you do know is what kind of content spreads, how to create it, market it and measure it.
You can outsource a lot of duties but outsourcing relationships is a resounding mistake. The client must be involved in forming trustworthy relationships. This means delegating time each day to communicate with the agency’s clients, hence the SOCIAL aspect of social media. Sure, the agency could outsource the building of relationships, but this could be the downfall of the agency. It could go one of three ways: the trustworthiness of the relationship would be a lie, the agency would be posting irrelevant content that is not reaching the clients but rather shouting into the void which in return is getting no interaction or the client could lose any and all of the human aspect which is imperative to forming meaningful relationships.
The last trend to consider is respect of the blogger. Traditional media and advertising is not dead, but it is important to remember the different online opportunities. Building relationships with bloggers is imperative because not only is the advertising cost-effective, it also targets and even narrows down the target audience to whom you are looking for with more precision. Getting creative with other bloggers is a strategic and engaging move; ideas could include guest posts on each other sites or reviews.
Public relations professionals have come a long way. Just years ago the only form of media relations tools was the telephone. Today, there are many more options. But with so many options, our voices could get overpowered, therefore, it is essential to watch out for future trends in the PR world.
By Jayla Kearney
“We gave the internship to someone else with more experience.” I was stunned to hear those words from a recruiter last year. How could someone already have two years of related experience as a college student? I thought I was on the right track but little did I know, I could have been doing much more.
In public relations and many other fields, it is difficult to obtain a job post-graduation without experience. Employers expect you to already have some type of experience in your field in order to prove that you have built the right skills. Even some internships require you to have experience.
So, how do you build a portfolio of work when the majority of jobs require you to have at least two years of experience?
Here are some ways to gain PR experience in college:
- Internships: Internships are among the most common opportunities to develop valuable job market skills. Depending on where you live, there are an abundance of internship opportunities in the public relations field. Try getting multiple internships under your belt before graduation. The more you do, the more contacts you make and the more experience you gain. Internships are also a great way to learn what activities and sectors are most interesting to you. In addition, they can be a valuable learning experience.
- Volunteer: Do you want to work for a particular company? See if there are any events or projects in which you can voluntarily get involved. Many companies post volunteer opportunities on LinkedIn. Here is an example from a nonprofit organization needing a social media plan: Social Media Plan for Family Promise of Hawaii (Remote). Volunteering stands out on a resume and catches the employees of that company’s attention.
- Blogging: Blogging is something anyone with a computer can easily begin doing. Blogging is valuable because it shows potential employers that you have writing skills and they learn what you are passionate about. It can also be an opportunity to showcase your expertise or intelligence about a particular topic. In addition, it helps develop a personal brand.
- Campus involvement: If you’re not already involved on campus, you should seriously consider branching out. Join any organization that interests you! The organization may even need someone to do their public relations and social media management. In addition to joining PR/communications organizations such as Public Relations Society of America and the International Association of Business Communicators, you can become the PR/marketing chair for your fraternity/sorority or any organization that plans events.
- Student Jobs: Ask around. There may even be real PR jobs for students available. At the University of Central Missouri, we are lucky to have Innovative Public Relations as a student-led agency that gives us real world experience. In addition, check with the theater department, television station or any office on campus for available publicity or social media positions.
- Build connections with a variety of people: Anyone can be a valuable connection, not just recruiters. Talk to your peers from different majors as well as your own. You may be able to help each other out when an employer is looking for another assistant or intern.
- Pitch yourself: When you cannot find anything that interests you, create your own opportunities. Come up with a list of duties and pick an on-campus organization or a company that can benefit from having a PR Intern. Some small or local organizations may not have a specific person to do their public relations. Ask them about it! It could be a great start for your career. Also, follow professionals on Twitter and people with whom you would like to work. Often, companies and even musicians have gone to Twitter asking for PR professionals.
If you or anyone you know would like to apply for Innovative Public Relations for Fall 2017, navigate to the “Join Our Team” tab.
By Megan Myers
Whether it’s your freshman or senior year of college, you may still be unsure about which public relations career path you should follow. You might be fortunate and have a passion for one field over another, which will make finding your PR field of choice much easier. However, for most PR students, all they know is that they have a passion for PR and need a little extra help determining which direction to go. Just like how your personalities must complement each other in a personal relationship, you have to fit and mesh your personality to work well within a company and career.
You may have taken personality quizzes before such as the Myers-Briggs Type Indicator, to gain insight about yourself. Some careers or company cultures may be better suited for different personalities. Knowing who you are and how you work can help you determine which PR fields may be a good fit for you.
In case you haven’t taken a personality test before, 16Personalities offers a quick and easy way to gain insight about some of your traits. The test will sort you into one of four personality archetypes, which include diplomats, analysts, sentinels or explorers. If you don’t already know your archetype, you can take the test and use these suggestions to consider your fit with potential PR careers.
Being a diplomat, you are considered adaptable and manageable because you work well in a group setting. Your features include compassion, recognition, and artistic abilities. Diplomats would fit better in the PR fields of agencies, non-profits and corporate organizations with a creative/fun cultures, such as Google, Nike, or Netflix. Diplomats’ cooperative and imaginative nature means they will be an asset to any team and have creative ideas and solutions.
As an analyst, you are firm and self-reliant. You take it upon yourself to do a job with little to no questions. You rely on your research and are there to get the job done. Analysts would fit better in corporate and academic PR fields, such as writing for a company like Cerner or for a college or university. Their strategic mindset makes it easy to be the strategist for a campaign or foresee the long-term effects that may occur in campaign implementation.
Being a sentinel, you need order and organization in your life. You love a good challenge, but like to stick to the rules when it comes to creativity. People in this category are considered to be achievers. Sentinels would fit better in governmental, medical, and financial PR fields. This could include working with county government organizations, lobbying or working for a major corporation such as State Farm Insurance. Their meticulous nature means that they would fit well in a managerial position in any field, focusing on achieving goals and objectives makes them great at moving up the ladder.
Explorers have the most exciting and outgoing personalities. These types of people are sharp-witted; they are the go-to person during a crisis situation. Explorers would fit better in the PR fields of event planning, crisis management or consulting firms, such as O’Neill Marketing & Event Management Company or Edelman. Their ability to connect with their surroundings and ability to think on their feet makes them perfect for situations that are high pressure with lots of moving parts.
Now that you understand which category you fit into, you are better equipped to choose the path you should take in your PR career.
by Jonathan Haile
James Bond is known to drive Aston Martins. In doing so, Astons became the “heroes’ cars.” Jaguar, another English luxury automaker, doesn’t want you driving its rival, Aston’s. That means if you’re not the hero, you must be the villain. In recent years, the company has done an excellent job playing with that brand strategy, featuring popular actors we recognize as movie villains in a series of ads. The company is not really out to incite global mayhem, but inspire you with a bit of fun.
I sat in Jaguar’s gorgeous F-Type Coupe at this year’s Kansas City Auto Show, and I’ll be the first to admit that the car caused me to smirk, villainously. I wished there was a key fob close by so that I could drive it out of Bartle Hall. I love Jaguar’s ads, but it wasn’t until this week that I realized the brilliance of the automaker’s strategy.
A brand is what the customers and audiences think
I started a free online marketing course, and in a short period of time, I have heard a lot about branding, strategy and messages. The instructor, in a series of videos, explained something I wish I had realized,”The real definition of a brand is whatever the customer thinks it is.” She hit it on the head with pinpoint accuracy. We all have perceptions of a brand. Our experiences with the brand shape those perceptions. It was shown, over time, that Jaguars were the cars of the mischievous, so sitting in the F-Type, I wanted to cause some trouble. That can make things tough for PR and marketing folks.
The Challenge, The Solution
More than 6.6 million people like Jaguar on Facebook. That’s a lot of differing opinions and expectations. Therein lies an exciting challenge. How do you help the customer understand the brand as you see it? The answer isn’t villainous mind games, but creating a solid brand foundation.
Whether you are branding a start-up or re-branding a well-established company in need of updates, there are questions marketing and PR pros must consider. Here are a few:
- Why does the company exist and who is it meant to serve?
- How is the brand positioned in the marketplace?
- What are the competitors doing? What will you do differently?
More specifically for PR folks, how will we communicate with the people who matter most? What tactics should we implement? When the brand is established, the communication needs to be consistent and built to help the company achieve its objectives.
Jaguar, founded more than 90 years ago, isn’t really set on blowing up major cities and manipulating world leaders. Its corporate values are integrity, understanding, excellence, unity and responsibility. That said, it’s a British luxury car company with competitors. When you consider the association between Aston Martin and James Bond, you forgive Jaguar for playing the anti-hero.
by Ambria Paul
As public relations practitioners, our duties include keeping target audiences in mind—external and internal, but far too often, the importance of internal communication goes unacknowledged. A concept we need to embrace is that good internal communication is the driving force for organizational success externally. What is grounded within the organization defines the quality of what is communicated outward. PRWeek’s Julie Skidmore states, “Internal communications can be seen as the oil that keeps an organization working smoothly.” With the proper system of communication and participation, and climate, an organization thrives.
Two Factors That Negatively Affect Internal Relations
-Dented Upward and Downward Networks
Generally, within every organization there is a hierarchy. For example, in the workplace there are “technicians” and “managers.” According to Alan Jay Zaremba’s Organizational Communication, “communication within an organization is disseminated through an upward and downward network.” Upward relates to communication from technicians to management, and conversely for downward. If the technicians feel as though their ideas, opinions, or concerns are not valued by management, they will more likely feel unappreciated and might grow resentment toward the “top dogs.”
At the same time, if management does not personally engage with the technicians a wall will be created that separates the two. Building and maintaining healthy, interactive upward and downward networks within an organization is essential to productivity and equality. Company newsletters, surveys, opinion polls, and frequent emailing can provide a healthier system of communication within.
Jay Zaremba’s explains, “the climate is the atmosphere in the organization that either encourages or discourages communication.” A cold climate can resemble workers who are tired, cranky, nonchalant, or angry due to excess duties, hunger, feeling unappreciated by fellow employees or management, and confusion.
Creating a warm climate in an organization does not have to be hard. Aside from maintaining a healthy system of communication between employees, an environment less “frigid” can stem from the simple things. Providing snacks for employees and keeping the room’s temperature at a comfortable degree can cure physical distractions of productivity. Having monthly meetings for strictly concerns the employees may have, sending encouraging emails, and having “Employee of the Month” encourages productivity and gives employees a sense of value.
These tactics can have a huge impact on the climate of the organization, further creating more successful internal communication and relations. A good example of a company creating warm climate for employees can be seen with Killer Infographics, a leading visual communications agency. Employees are provided with a climbing wall and two kegerators with locally brewed beer to release stress in the workplace. Sounds like fun to me!
An organization can have every goal of serving the external public, but if it does not start first behind its walls, there will be no outward success. Internal communication is a must!
By Breann Roettering
Resources surround public relations students at the University of Central Missouri (UCM) everyday. I encourage the students to open their eyes and take advantage of these resources to help prepare them for their career in the future.
The PR Department has wonderful faculty who share their knowledge with the students every day inside and outside of the classroom. Get to know your professors here at UCM. Our faculty members are experienced in a wide range of Public Relations, ranging from nonprofit organizations to agency work and design.
Public Relations students have the opportunity to be involved in UCM’s Chapter of the Public Relations Student Society of America. PRSSA conducts a number of events annually to benefit students, and to help them start making professional connections. If you haven’t checked out UCM PRSSA, I encourage you to do so. Each year the organization hosts PR Pro Day, an AP Style Workshop and a personal branding workshop that covers social media. PRSSA also gives you an opportunity to meet your peers and network at events in Kansas City such as The KC PR Summit, as well as social event in Warrensburg.
Get to know your classmates
I have already mentioned it briefly, but it is very important to get to know other students in the program. A great place to start making those connections is in the classroom. Your fellow classmates are also going to graduate and become professionals someday. Get to know them and build those connections now. They may become a great source for you in the future and will be people to collaborate with and get advice from when you start your career.
The final networking tool students have at UCM is Innovative Public Relations (IPR.) IPR is a student PR firm housed in University Relations. Every PR student is encouraged to apply for IPR. There is an application and interview process, but do not let that scare you away. Working for IPR will help you gain experience in an agency setting and also is a great place to start networking. You will get the opportunity to work alongside the University Relations staff and gain experience working for real-life clients.
At UCM, students can begin networking right away. It will benefit you to get to know your professors, fellow students and administrators. After you graduate you will already have experience working in a professional environment. Start networking on campus and build a name for yourself now. Those connections may open a door for you to that dream job you are seeking. It will also help you build your confidence as you enter the job market because you will already have experience in networking yourself.
By Katie Johnson
It is that time of year again when we pull out the elastic pants, gather around a table, and eat more food in one sitting than what is probably humanly possible. Yes, that is right, Thanksgiving is around the corner, and for nearly 45 million Americans who diet each year, according to CBS News, this holiday can be dreaded by most.
It has become easier, however, to stay on track while dieting due to the enhancements in technology. According to the Mayo Clinic, research shows that people who count calories are more likely to lose weight than people who don’t. Many people do not know their calorie intake or the fat content of food, but by easily accessing it from smart phones and iPads this has become a much easier task. People now have information at their fingertips, resulting in making healthier choices regardless of location, which is the basic idea behind the” Lose it” app.
Fortunately, there is no shortage of health apps that help monitor everything from sleep patterns to calorie consumption. Since there are different apps that accomplish the same tasks it is difficult to choose which one is best. Researching the top health apps is the most important thing to do when inquiring about such a serious undertaking — your health.
Top Rated Healthy Eating App
One of the top-rated health apps is called Lose it, according to All Things D. This free app can be used on a smartphone or iPad, and is fairly easy to use, only requiring a few short steps. First the app asks for general information such as gender, weight, and most importantly, goals you want to achieve so that the app can calculate accordingly. On a daily basis it is important to then add in the meals eaten throughout the day along with any additional snacks consumed. When entering in the food it is possible to search by the brands if it becomes difficult to find the type of food needed. An additional bonus is the ability to scan barcodes which automatically adds the nutrition information into the log.
Although the first few times entering in food choices can be time-consuming due to the fact that nothing has been recorded in the history, it eventually gets quicker. Eventually the app begins saving the food items that are frequently being recorded. The app also makes it easier for people to make quick decisions about their food choices because of the calorie budget. It causes less hesitation and helps resulting in falling back into old habits.
Enhancing the ability to Eat healthy
This is an intuitive app that assists people in making some of those difficult decisions when it comes to deciding on what to eat. Instead of anticipating the intense workout following something as small as an unhealthy meal or something as large as a Thanksgiving feast, it can be avoided from the beginning. The Lose it app can help you make healthier decisions that you won’t regret later, at your own convenience.
By Jeremy Noble
The St. Louis cardinals have launched a Twitter campaign for the 2013 Baseball MLB post season called #postcards. During the post season fans can share their good luck wishes to the Cardinals by sending a virtual Postcard to the team at cardinals.com/postcards. Fans can download a postcard template online, personalize the message and share on social media using #Postcards.
#postcards has really been a major hit during the last couple of games for the redbirds. There were nearly 17,500 tweets from the fans . Fan feedback has been very positive, during each game numerous fans retweet posts.
#WachaWachaWacha and #RedOctober
Two hashtags that have seen an abundant amount of growth is #wachawachawacha and #redcoctober. This hashtag is formed around starting pitcher Micheal Wacha. He has been a dynamic player for the Cardinals throughout the post season . Fans are actively cheering on Wacha through Tweets and other posts. #redoctober is a hashtag to get the fans actively engaged in the post season. The Cardinals tagline for fan involvement is “See you in October.” This tagline is used to promote the home games to fans and to generate a crowd presence at Busch Stadium.
Social media changes sports spectating
Social media has really changed the way fans watch games. While watching games at home, fans like to monitor Twitter and Facebook to see what others are posting about the game. When fans are at the games then they are monitoring social media on their smartphones. Statistics show that more than 80% of sports fans monitor social media sites while they are watching the game on television and over 60% do when they are actually at the game.
Many professional athletes have joined the social media networks and they get to interact with their fan base. Many athletes have turned to social media to spread the word about charities they represent. For example, St. Louis Cardinals third basemen David Freese tweets about different youth programs he represents and how someone else can become involved.
Photos VIa Stock Exchange
I get excited when Thursday comes around. It’s the day when I get to meet with the entire Innovative Public Relations team. Before the meeting starts, we all grab coffee, then head to the University Relations conference room. We start off by quickly talking about something fun, maybe share a few anecdotes, and then it’s time for business.
There are two teams, each focusing on one client, and together the teams are preparing another Social Media Night. They update each other on their campaigns’ progress and talk about things they can improve on or change. Then it’s time to brainstorm. Though Social Media Night was a huge success last year, it’s important to me that this years’ team leave their mark on the event, or else they won’t get anything out of it.
That’s what Innovative PR is all about. It’s an opportunity to get outside the classroom and apply your skills in real-world situations with real clients (and maybe win some awards while you’re at it). Students take everything they’ve learned in their PR classes and use them. What comes from the experience is a payoff you can’t get from reading and taking tests. You might also gain some knowledge that will make Campaigns a little less intimidating.
As the manager, it’s a focus of mine to find what students think their strengths and weaknesses are. If they struggle with writing, I try to find opportunities to write. If they struggle with presentations, I want to find them opportunities to do presentations. If they don’t quite understand how social media works, I want to get them some experience on various social networks. No matter what the challenge is, Innovative PR students are get practice because they’re exposed to just about everything.
For some, applying to Innovative PR is intimidating. They might feel as though an easier elective is a better investment of their time, or maybe they aren’t confident enough to apply. I was certainly one of those students who was intimidated by the idea of working in a firm as a student, but again, the payoff for me was great.
Don’t feel intimidated. This is an opportunity for your skills to improve. Go to the PR Suite, grab an application, and do the case challenge. You’ll find yourself in a “course” that is challenging, yes, but pays awesome dividends. The expectations are high, but they aren’t unreachable. Do something different. Have fun working with clients. Hone your skills. Boost your marketability.
– Jonathan Haile
Innovative Public Relations Manager