Category: PR Tips
An Unflinching Look at the Average Day of a College Student and PR Pro
By Jasmine Scott
Image credit: iStock
Here’s a painfully honest peek into the life of a full-time college student, who also works remotely as a part time PR Professional for a non-profit organization.
7:15 a.m.: My alarm clock goes off.
I’d love to tell you that I hop out of bed with an abundance of energy and joy, but I said this would be honest. So, I hit snooze on my alarm clock…two more times.
7:30 a.m.: I roll out of bed and check my email.
I am subscribed to several news reporters, so this is my version of reading the newspaper. It’s very important to keep up with news in the PR world. PR is a quick moving industry and it’s important to keep up with what’s going on in your community as well as the world.
After I’m up to date, I brush my teeth and throw on a coat (it’s winter now). I make sure everything is in my backpack, grab a bottle of water out of my fridge, and make my way to my 8 am class.
7:55 a.m.: I sit down and pull out my notebook. I check my email until the professor starts his lecture and make a mental note of what I have to do this day. Spoiler alert: I have a lot to do.
8:50 a.m.: My only class of the day ends, and I make my way back to my apartment to get the second part of my day started: work.
9:00 a.m.: I clock in and check my email. I usually only have about 10 unread emails in my inbox, some of which are just funny memes to put everyone in a good mood. I read through everything and update myself on any information I miss working remotely. I respond to the funniest memes first. After that, I email my boss and update him on my projects.
10 a.m.: I make a to-do list of everything I need to accomplish before I clock out. The list usually goes something like this:
- Review recent Facebook posts
- Schedule Facebook posts
- Check email again
- Scour through thousands of photos and stories sent to the company I work for
- Check email again
- Start blog draft
- Plan out LinkedIn posts for the week
- Check email again
- Eat lunch at some point?
10:30 a.m.: It’s prime content creation time. I work for a non-profit company, so our posts are created to be ‘donor-centered’, which means that donors and investors are our target market.
I start creating new content by reviewing our Facebook posts. I see what posts our donors are interacting with and what posts are doing well or poor. Next, I look through our photobank for and start planning out posts in my head. After some creative thinking, I start creating posts. Finally, I schedule it and repeat the process.
1 p.m.: Did you hear that noise? Yeah, it was my stomach growling.
It’s time for lunch. So, I quickly make a sandwich (turkey and cheese with mustard, obviously) and continue working.
1:05 p.m.: I notice I have 4 unread emails since I last checked my inbox. I read through those and continue on with my day.
1:30 p.m.: Coffee.
After I eat my lunch, I tend to lose my focus. This is when I hit my mid-day slump and need to change my focus. I make a cup of coffee and switch my focus to the blog.
The first step of writing a good blog post is having a strong and compelling story to tell. Luckily, we keep track of the stories sent to us by our donors and partners. I read through the stories, sip my coffee, read through a couple more stories, and sip my coffee. I repeat this until one story particularly catches my eye. After picking a story, I start the first paragraph of the blog. I write it, pause, read it, erase the whole paragraph, and start again. Yes, this exactly how it goes almost every time. But I preserve and finish my draft. I email it to the writer I work with and wait for her edits.
4:30 p.m.: My boss randomly Facetimes me.
5:00 p.m.: I should clock-out, but I can’t. My to-do list isn’t complete.
The last thing I need to do for the day is plan out my LinkedIn posts for the week. This really depends on what’s going on for the week. Some weeks there is a huge event coming up, so I center my posts around that. Other weeks, I make posts based off what else is going on or even any amazing stories we have. I write down the posts I want to make this week and plan them out.
5:30 p.m.: After checking my email one last time, I clock out for the day.
5:31 p.m.: I open my fridge and make a snack. Probably a Hot-pocket.
6:15 – 8:30 p.m.: This is usually when I have meetings for different organizations.
9:00 p.m.: I’m tired, but my day isn’t over yet. In fact, it’s just beginning.
I open my agenda book and go over my schedule. I open my school email and see if my teachers have emailed me (they have). I respond. I open Blackboard to see if my teacher’s have put any grades in. I begin my homework.
I love being a PR major because my homework mostly consists of writing, creating content for mock clients, and preparing presentations. A PR Pro must be deadline driven, even in college. I don’t miss a deadline.
10:30 p.m.: Have I eaten today?
Yeah, I have. But I’m hungry again. I know you aren’t supposed to eat big meals before you go to bed but…it’s only 10:30 and I’m still doing homework. So, I usually eat. Most of the time it’s super healthy and definitely not a bag of chips.
10:31 p.m.: I open a bag of chips. Hey, I’m just doing what I can to make it to graduation.
11:30 p.m.: If at all possible, I try to give myself at least 30 minutes of relaxation before I go to bed. Sometimes I’m being productive until 2 am, but I try not to be.
I love working remotely because it’s helping me get one step closer to my goal of being a PR professional after I graduate, but it definitely takes focus and balance to get everything done. Every day is different. But it’s worth it.
How to Land Your First Job Before Graduation
By Emily Jarboe
Graduating college and venturing out into adulthood can be a rollercoaster of emotions. It’s terrifying, intimidating and exciting all at the same time. As if leaving college wasn’t scary enough, then there’s the pressure to secure that first job after graduation. Say goodbye to student discounts and hello to a 401K.
Image credit: iStock
Most people plan to apply for jobs once they get out of school, but I made it a personal goal to land a full-time job before graduation. From teachers and career centers to job fairs and internships, there are so many resources to take advantage of that will no longer be available once I leave. Since I was so proactive in the job search process, I was able to land a job before graduation. Here’s how you can too:
Perfect Your Resume
Your resume is your big chance to catch a potential employer’s attention. This is where you can brag about your incredible work experience or highlight your summer internship. It’s a place to showcase your skills and all the hard work you put in during your time in college. I would recommend a clean, easy-to-read design that is tailored to fit your major. Be consistent with the spacing and choose an appropriate font. It’s also important to have several different people look at your resume to get a variety of feedback. Visit your college or university’s Career Services Center where they can assist you in creating a resume that stands out from the crowd. Most importantly, keep updating your resume and continue to tailor it to every application.
Internships Are Key
An internship, whether during college or after, is a great way to gain real-world experience in your career field. It also can help you establish important relationships and connections with company professionals that can be very beneficial for your future career. The right internship can lead you to a full-time position, so choose wisely when searching for one. Personally, I believe that my internship gave me the opportunity to learn a lot about myself and pushed me to step out of my comfort zone. Plus, employers are much more likely to hire someone who has completed an internship rather than someone lacking real-work experience.
Image credit: Snagajob.com
The Value in a Career Fair
There are so many benefits to taking the time to attend a career fair. One of the biggest benefits is the opportunity to network with potential employers. Many students believe it’s easier to find jobs online. While that might be true for some, I believe you have a better chance of landing the first interview when there is an opportunity to speak one-on-one with a company representative. I attended three different career fairs during my time in school, and each time provided me with the chance to practice interviewing. Approaching a potential employer can be intimidating, but by the third or fourth time I became comfortable and was able to make some valuable connections. Dress in professional attire, bring 20 copies of your resume, and take advantage of this free networking opportunity.
Image credit: theblacksheeponline.com
Cultivate Relationships with Your Professors
I’ve always tried to keep good relationships with all of my teachers because you never know what kind of doors they can open for you. One of my professors helped me land a job interview that otherwise would not have been possible without her assistance. She recommended me for this position, which gave me a significant advantage over my competitors. I ended up receiving a job offer, and I wouldn’t be where I am in this process without the help of my teacher.
Image credit: bestvalueschools.com
The most important takeaway from this post is to remember to trust the process and don’t get discouraged if you don’t receive a response right away. Good things take time and it’s important to be patient during the job hunt. I applied for several positions in the beginning and didn’t hear back from anyone until a week later. Take your time and enjoy the process. Don’t be tempted to take the first job offer you receive. It’s okay to be picky and wait for the position that is the right fit for you. Lastly, don’t neglect your LinkedIn account. Keeping up with LinkedIn can help you get noticed by future employers and recruiters.
Endless opportunities are waiting for you, so go out there and get them. Good luck and happy job hunting!
Four Creation Tips For Your Online Portfolio
By Nickey Buzek
“Can I see some of your work?” You may have a wealth of experience and the skills to back it up, but if your abilities aren’t coming across in an easy-to-access fashion, you may be missing professional opportunities. Here are four tips that will make your online portfolio showcase your skills:
- Choose the right platform – There are a multitude of providers dedicated to helping you build a website. Some of them include Wix, Squarespace, and web.com. You’ll want to do your research and make sure their platform aligns with your portfolio goals. If your public relations skills are focused on design, for example, you’ll want to choose a platform that lets you be more creative with visuals. If your skills lean more toward the written aspect of PR, you’ll want a platform that showcases verbiage.
- Choose a design – While each of the providers mentioned above will give you suggestions on funky templates, there are two basic designs that are proven to enhance user experience (UX). The F pattern is used for websites with large amounts of content. Wikipedia is an excellent example. Notice that important headers are on the left and description information flows to the right.
Image credit: wikipedia.org
This makes it easier for the user to locate information and understand the organization of the page. The Z pattern, however, is the pattern you’ve probably seen most often. It uses four main spaces for important information: the top left, top right, middle, bottom left and bottom right. This pattern is used so often that internet surfers are quickly frustrated when they can’t find important information in its “natural spot.” Using the Z pattern will cater to user’s natural search.
- Showcase your skills – While your portfolio is a reflection of you as a person, the purpose of the website is to showcase your skills. Refrain from making your homepage a giant picture of your face with a bio attached. Chances are, if someone’s already on your portfolio website, they’ve already met you. Have your homepage showcase the different areas your skills cover. Include clickable images or links that take them to more in-depth examples and explanations.
- Create a visual guide – The aesthetics of your website act as the user’s road map. Manipulating content size, color, groupings, and contrast will help the user understand what content you want them to look at first.
Large items and bright colors will be seen first, and items grouped together help the user see what items go with one another. When creating your visual guide, it’s helpful to have someone look at it who has a third-party view. How they navigate your website will more than likely be how others navigate your website.
Designing a portfolio that’s easy to use, aesthetically pleasing, and easy to navigate is a daunting task when you’re just trying to meet the needs of people asking to look at your work. Just remember, your portfolio is meant to showcase your skills in an easy-to-navigate fashion. These four tips can start you on the path to success, but don’t hesitate to take a deeper dive into the world of website design!
Crockpot Controversy Crisis
By Emily Thole
*Warning. This post may contain spoilers about the hit TV show, “This is Us.” Proceed with caution.*
Image credit: NBC.com
“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.
Quick Response
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.
Empathy
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
Free crockpot https://twitter.com/CrockPotCares/status/956278840103448577
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)
SUPER BOWL
Their own hashtag #CrockPotIsInnocent
Ellen https://twitter.com/CrockPotCares/status/961722927833067521
Stephen cobert https://twitter.com/CrockPotCares/status/958022381741764609
Good tweet to consumer https://twitter.com/CrockPotCares/status/956258200239706114
Free crockpot https://twitter.com/CrockPotCares/status/956278840103448577
On the Road to Public Relations Success
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.
Social Media: The Good, The Bad, and The Panic In between
By Jasmine Scott
Image credit: blog.digitalnexa.com
How a company handles a crisis is more important than the crisis itself. Crisis management builds a reputation and showcases company values. Social media plays a vital role in crisis management as well as the general perception of the brand. It’s a constantly updated instantaneous way to receive information and give an opinion. While your consumers are using social media to share their opinion, why not use it to share yours?
A common mistake that companies make is labeling social media as a form of promotion and then setting it off to the side. The reality, however, is that social media is THE way to communicate in 2018. Consider, for example, the role social media played during the 2017 United Airlines crisis when David Dao was extracted off a plane. United Airlines needed to remove four passengers from an overbooked flight. Airline staff kindly asked Dao, but he refused because he had to work at a hospital the next day. Airport security was called, and Dao was forcefully taken out of his seat and dragged down the aisle, only to result in a bloody mess on his face.
Passengers recorded the entire event with their cell phones, and within minutes, the incident involving United Airlines went viral. It happens that quick, and the effect is long-lasting. Despite a year passing since this incident, United Airlines is still working to rebuild the poor customer service reputation they have created.
Fortunately, not all companies are suffering from a bad viral video. Coca-Cola has a social media strategy and they show it off. The company has an entire section of their website dedicated solely to their social media strategy. The most endearing part is the five social media commitments as an organization: transparency, safety, respect, responsibility, and monitoring. All of this content is in plain view and easy to find, a true example of transparency.
How do you use social media to your advantage? Be prepared. It sounds obvious, but it should be obvious. Create a strategic plan that prepares, prevents, and protects your company from a case of bad social media engagement. Let your customers know that you hear their complaints and that you’re working to fix it. Embrace the mass two-way communication. Apologize, tell your story, be humble, and reinforce your values. Interact with your customers with their questions and face it head-on. There’s no hiding from any situation when social media is this relevant in business.
Three Social Media Trends You’re Nearly Guaranteed to See
By Emily Jarboe
Image credit: Know Techie
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
Image credit: Social Report
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
Image credit: amazeemetrics.com
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.
Image credit: talkwalker.com
The Death of Organic Reach and Facebook
Image credit: mbbagency.com
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.
Internships – Stepping Into A Different Dimension
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.
Starting with Why: Public Relations in Action
By Meredith Trapper
As a student, I often find myself relating activities or hobbies to the things I am learning in class. However, this year I was able to do the opposite and take what I have learned in the classroom and apply it to my executive position in Delta Zeta sorority.
This past year I served as the vice president of membership for Delta Zeta. In this role, my main purpose was to prepare our current members for fall recruitment. Training for recruitment can begin as early as January and include a number of workshops.
Being a young PR professional, I started to ask myself some questions. Why am I doing this? Why do I need to train my members? Why do we do recruitment? In doing this, I was reminded of the book we read in Orientation to PR, ‘Start with Why.’ In this book, we looked at the importance of knowing your “why” in all aspects of life. I took this very simple lesson and applied it to our first training session. I found a TED talk about the book and a poem that got our members to reflect on the questions I had been asking myself. By doing this, members were able to find the purpose of our activities and stay motivated for all recruitment workshops.
The next training session, I applied yet another classroom lesson. We completed a SWOT analysis (strength, weaknesses, opportunities, and threats) of our sorority. We also discussed who our target audience would be during recruitment. We looked at ourselves internally and then discussed the types of women we wanted in the future. This helped us strategize on how to engage this type of women we were searching for.
Spring semester is also a good time to look at our “brand” and what we want that to look like to those outside of the organization. We pride ourselves in being a group of intelligent, diverse women who empower one another, but how do we show that? We took to social media to try to reflect this. We took an old idea of a hashtag and ran with it. #TakeoverTuesday was used in the weeks leading up to recruitment to show ways that our women had empowered one another.
If you want to empower your brand, “start with your why” and build from your answer. You might be shocked what you learned about yourself and your organization.
Taking a Knee
By Emily Thole
Image credit: Yahoo Sports and Associated Press
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.
Image credit: Twitter.com
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.
Image credit: Twitter.com
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.
Image credit: Twitter.com
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.
