By Adriana Vivas
Since August, our part of the hemisphere was devastated with multiple class 4 and 5 hurricanes in the Caribbean, Puerto Rico and closer to home in Texas and Florida. Additionally, two earthquakes have rocked southern parts of Mexico just days after the first 7.1 earthquake in Mexico City. Many people have lost everything they own in the destruction from these natural disasters. As a PR person, knowing how to respond to natural disasters and connect people in times of devastation is key. Here are some tips on how you as a PR person can help:
- Let people know of your support.
Even if your company/organization was not directly affected by the natural disaster, showing support can demonstrate to your audience and those affected your knowledge of the situation while also adding to your public image. However, try not to overdo brand building in the event of a natural disaster.
- Try to connect your audience with ways they can help.
Posting a link your audience can access to donate toward relief efforts can make a huge difference. Either linking to your company/organization’s website or social media can create awareness your audience might otherwise not have seen. More awareness equals more donations and some donations don’t have to be monetary. Water, food and other goods are being requested by the governments and relief teams who are helping.
- Focus on the communities affected first.
If your company/organization decides to respond, make sure the focus is community first and business second. While it is not wrong to create a better public image of your brand, doing so before directing attention on the community and people affected by the natural disaster can create a negative response.
With these tips in mind, you and your company/organization can not only create a more positive image for your brand, but also make a REAL difference in the lives of those affected by these terrible natural disasters. And remember…
“ We can’t help everyone, but everyone can help someone” – Ronald Reagan
By Sarah Schroll
Each day, 1.5 billion viewers watch an hour or more of videos on YouTube. Over the last five years, YouTube has increased its viewership ten-fold and the different kinds of content has expanded. Because of this, companies are contacting popular YouTubers to showcase and promote their products as social media influencer relations has increased in importance. Below are a few ways that YouTubers have changed the game for public relations.
- PR Haul Videos
A trend with more popular YouTubers is having videos where the YouTuber strictly opens products that were sent to them from companies. With many of these videos reaching a million or more views, companies are seeing the value of sending an item to a YouTuber with the channel content in mind. This gives the company the potential of not only getting screen time for their products but also gives that YouTuber the opportunity to make a future video using their product.
- Trying products sent from companies in a video
Many companies have found it beneficial to send new products to YouTubers because it gives them visibility and credibility that advertisements and paid sponsorships do not. In the PR Haul video that is pictured above, YouTuber Tati opens a product that was sent to her by L’Oreal Cosmetics and says “I think I need to do a video on this actually, not sponsored, just sent to me.” Two weeks after the haul video was posted, Tati made a video using the product.
- First Impressions, Favorites and Haul Videos
These are videos that have little to no sponsorship attached. This style of video gives the impression that the YouTuber is providing their honest opinion of the product. If this product is liked by the YouTuber, it can be a powerful component in the consumer’s decision to buy. This is a doubled–edged sword, however, because many YouTubers will discuss products that they didn’t care for as well.
One of the oldest ways that companies have showcased their products on YouTube is through sponsorships. This could be showcasing products in a video and having a link to the product in the description or simply stating that the video is sponsored in the title. Sponsorships are mutually beneficial to both parties as both receive revenue from the collaboration. The content of these videos tend to have more of an advertisement feel and some people may not find it appealing.
By Ashley Perry
Being a student and being a well-rounded student are two different things. Students do the bare minimum and settle for average. Well-rounded students try to think outside the box and explore more options than what is required. Being in the public relations field, we need things that will differentiate us from others. After doing some research on qualities public relations professionals need, I have found three key tips for you to try:
- Have an organized planner
- Pay attention
- Break out of your comfort zone
Have an Organized Planner
Organization is key to any college student or working professional. Since public relations is a deadline-driven career, you might as well start organizing a planner.
With many places to be and many assignments due in a day, a planner is must. Having a planner with both a monthly overview and a weekly overview is beneficial. Personally, I like to write down what is needed to complete on the monthly overview, and small details in the weekly overview. Having a check list also helps me to make sure I am completing the tasks needed to be accomplished that day.
In class it may feel like some professors are going on and on about irrelevant topics. You need to trust that your professors know what they are talking about. Professors want you to succeed in the public relations field. Showing up to class is always a must. Do not skip out because you think it will be an easy day and you would rather sleep. Every class is vital and was carefully planned out to for your benefit as a student. Really read into your public relations books. Try not to glance over the books or only read certain sections. Take advantage of what the book has to offer. It is always a good idea to keep some of the public relations books for use as future references. Good examples of books to keep would be; Associated Press Stylebook and Start With Why.
Break Out of Comfort Your Zone
Start small with breaking out of your comfort zone. Stay after class to talk with professors about what you can do to improve, or ask them a question about something that was discussed in class. Not only will this allow you to have a better understanding of the course, but you will also be networking with that professor. Take advantage of any speakers that come to campus. Here at Central Missouri, we have Public Relations Pro Day.This is always a great opportunity to get your resume out there and start networking with outstanding PR Pros who could one day be a reference. Get out of your comfort zone by attending sessions with these speakers and network with them. Get involved with organizations on campus to help better brand yourself and receive a more hands-on education with real clients. Any leadership roles you can achieve will look great on a resume. You are branding yourself with everything that you do. Here is a blog written by Andrew Hudson that further explains how to break out of your comfort zone and network.
I hope that after reading this blog, you are more motivated to continue growing as a well-rounded student. Keep putting in hard word toward your Public Relation classes and future. “Because the people who are crazy enough to think they can change the world, are the ones who do.” -Steve Jobs
By Morgan Anderson
Social media has been a critical part of public relations for almost 20 years, and its importance continues to increase. From Facebook to Reddit, this important tool can help you get your message to the public or social media and affect the way people view you. These four tips can help make your brand stand out from the rest.
1. Consistency is key
Having the same layout across each social media account will help to create a cohesive image of your brand for the consumer. Having consumers instantly recognize your brand is a positive outcome of social media. Make sure to use the same photo for each profile picture. On each social media platform you use, make certain to adjust it to the proper length so your page looks professional and appropriate.
2. Know the layout
An image that is not pixilated demonstrates the professionalism of your brand. You want your images to be clear and not appear to be stretched out in any way. Each social media platform has a different layout, so ensuring that your photos are the highest quality is beneficial. Here is a link to all the popular social media page sizes so you are able to have your images look the best. (http://socialdrive.us/content-strategy/image-sizes-for-social-media-profiles/)
3. Follow the trend
Pay attention to what your consumers are talking about. On most social media, you can find a “trending” section that has all the most popular subjects for that day. Stay in the loop and do some research on the subjects before posting so you know what you are posting about. Some trending items can be recurring and often are tailored to a certain day of the week,such as #motivationalmonday or #throwbackthursday. Others could be about current events or a viral video. Hashtags can expand your reach across social media even further.
4. Engage the consumer
Engaging the consumer is one of the best things you can do for your brand. Whether it is liking a tweet from a consumer who mentioned your product or engaging with someone who had a negative review, starting a conversation with your consumer could create a lifelong advocate of your brand. Opening a dialogue between your brand and your consumer base enhances the relationship.
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!