By: Emily Schaper
Being a Part of the Table
We’ve all been part of a conversation where we have no idea what is being talked about. It sets you apart from others and can become difficult to get to know more people. When it comes to global issues, reading the news or checking the media every day can set yourself a spot at the table. Plus, if you know about what’s going on in the world, you can start up a conversation about almost anything.
How to Get Started
There are so many amazing websites that will send the news to your email every morning. It doesn’t take any time at all to be up to date with what’s happening around you. All you do is enter in your address and the top stories for each day will be sent straight to you. Some beneficial websites include:
Why It’s Important
The news is important for a number of reasons within society. Not only does it inform the public about events, but it connects everyone together. Plus, if you’re interested in Public Relations, the news should already be of importance to you. Continuing on, the media can be broken down locally, nationally, and internationally.
- Local: News from a local area helps advise people about activities that may have an impact on the community. Decisions can be determined and people can be brought together
- National: When news becomes more of interest, it will have a broader perspective. This can become tricky because of the differing time zones. However, it can be of value to know the situations of other cities and towns
- International: When it comes to the global economy, news from other countries becomes vastly important. It gives us a sense of other perspectives and lifestyles/cultural differences
As a Public Relations major, my professors would always tell the class, you never want to be the last to know about anything. If you’re not up to date about what’s happening around you, you probably need to find a new job or area of interest. If you ever want to lock in a seat at the C-Suite Table, you’ll need to define your role, show your ability to think strategically, elevate your game, and act like you belong there. All of these can be achieved by reading the news every single day and knowing what’s happening around you.
By: Faith Ford
TikTok, is a massively popular app that lets users create and share videos up to 60 seconds long. At least that’s the Dictionary.com definition of the content creation app that started to gain social media users’ attention around 2018. So how did TikTok get to where it is today? And what does it mean for the future of social media, especially in the public relations, marketing and advertising industries?
TikTok, described as one of the fastest-growing social media platforms of 2020 – and all time, began as an app that most people had recognized as Musical.y after an acquisition in 2017 by a Chinese company called ByteDance. Due to this merger of brands, the app specialized in dancing clips which led to viral trends of dance-offs, lip syncs, and extensive use of hashtag challenges. The app today has grown into a hotspot for influencer marketing and as a medium for brands to use when sharing their messaging. In just four years, the social media site has reached 150 countries, has 2 billion downloads, and 1 billion active monthly users. All this activity puts TikTok ahead of business favorites like Facebook and Instagram.
While TikTok has shown its tremendous growth and strengths within its use as a marketing and communications hub for businesses, the app has faced crises that have jeopardized usage rates in the business world. The biggest issue facing the platform is privacy.
Concerns about privacy have been under the lens of the Department of Justice and Federal Trade Commission and were even highlighted in a late summer move toward a possible nationwide ban on the social networking site, and other actions by individual businesses.
In a July NBC news article, reporter Kevin Collier states that, “The bank Wells Fargo told its workers to delete the app. Amazon ramped up the scrutiny of TikTok on Friday after a leaked internal email said company employees needed to remove the app from their phones. Amazon later clarified that no such edict had actually been issued.”
It seems hard to imagine that employee internal conflict with this app would reflect positively on the company, when the company starts to use it for its own purposes, as employees are a primary public to keep in mind.
However, the hesitations to use the app for public external messaging also becomes easier to understand. Why would a business invest in positions to research, analyze and create when there’s a possibility of the app being removed from your consumers?
With regard to these concerns, it seems that TikTok has outgrown its “he who cannot be trusted” description, as more and more businesses join the viral experience.
Considerations for Businesses
Of course, businesses shouldn’t just join in on the site just for the numbers and its popularity. There has to be some reason for their use or else the messaging seems forced, is lost, and won’t reach their intended audience. This is where PR comes in. Remember: “What or how you do something is not as important as the WHY.”
So what does this mean for companies wanting to use TikTok as a social media platform?
Do your research. Know who your audience is and what they are looking for. If you are a Senior Living facility, for example, trying to reach 65-year-olds, TikTok is probably not the place to reach your primary audience.
Be engaging. The whole point of social networking sites is to connect you with people. The ability to engage with your audience will give you a better idea of who they are, what they are looking for, and their personality. The extra effort of responding to comments, “dueting” challenges that have helped your brand, and being conversational with influencers is valuable for your brand on the platform.
Be aware. Look for opportunities that seem organic and authentic for your company. Is there a trend that fits your new launch? Act on it! TikTok trends move quickly, so being aware of the app’s climate is important to being up-to-date and creating new and unique ideas.
Other Emerging Social Sites
TikTok grew – fast. It was important for businesses to be aware of its presence, even if they were choosing not to be as active on the platform as their employees. While there still may be reservations about the site, here are some social media sites that public relations, advertising, and marketing professionals should keep their eyes on:
Social media, including TikTok, can be a powerful tool for businesses wanting to reach their audience. However, if you are considering including it in your communication strategy, don’t forget to do your research, and most importantly, don’t forget to answer the “Why?” if you want to maximize its effectiveness.
By: Hannah Staul
As I prepare for graduation, all I can think about is what the next step is. How do I know when I am even ready to apply for full-time jobs, when school is still in the forefront of my mind? I did the research for you, so follow along for a step-by-step guide, from the perspective of a busy college student. If I can do it, you can too!
Step 1: Accept Failure
You may have already accepted failure in some way, either failing a class or not getting into your dream college. Failure is something everyone faces, but knowing how to overcome it and learn from your failures will lead you to success. While applying for jobs or graduate programs know that not everyone will want you. You will be rejected. It sounds harsh but it is the truth, knowing how to manage it ahead of time will help you in the long run. The fear of rejection affects many people. Jia Jiang, author of Rejection Proof, provides a great example about his story of how he was able to accept “no” with confidence and turn them into a “yes”.
I have had to overcome failure many times, it is recurring. There is something new you can fail at everyday, so take each day with a grain of salt knowing that failure will happen. Below are some tips to prepare yourself for failure:
● Do not call it failure:
a. Thinking about the word “failure” it does not bring a good feeling. It brings back memories of past failures, a time where I was not able to accept it. Try using these words instead!
● Be Realistic
a. When applying for jobs do not go for the 100k salary position that requires 10 plus years of experience. Obviously, as a college graduate you would not have the skills or experience to accomplish that position. But don’t undershoot your skills, if you see an opportunity that you could potentially achieve, then go for it!
● Everyone Fails!
a. Michael Jordan’s story of success is one of the most influential examples of how he accepted his failure. Pretty much starting from the bottom as the draft three pick in 1984 he built himself up from there. Today he is a highly successful basketball player because he was able to accept failure. Be like Michael Jordan and accept that we all fail and find success after.
Step 2: Classes come first
You read that right, classes come first. College is full of fun, but try to keep in mind that you came here to learn. I am guilty of letting other activities come before classes, and let me tell you, there is no success from that. Yes, applying for jobs is important, but make sure you are doing well in classes and staying on top of your work. Below are some tricks I have implemented:
● Google Calendar: Keeps you organized with meetings and classes
● Reminders! My best friend, I use this app on my iPhone to remind me when work is due that day.
● Set goals: Accomplish the work you need to get done that day and then do the “other things.”
● Ask for help: Let your professors know when you are struggling.
These tips may seem redundant, or you might be a professional at getting your work done on time. Keep in mind that it can happen to the best students, especially when something new is added to your plate.
Step 3: Build your portfolio
Finally, some real steps for post graduation! Let’s review the type of portfolio needed for the public relations and related industries field. You will need to build an online portfolio, and some great websites to build from are Wix or GoDaddy. Digital portfolios can increase your chances of being seen by employers and represent your brand.
Your brand is the person you want to be seen by the professional world. Frame your portfolio around that person, the man or woman who is extremely professional and will benefit the company you are applying for. This is a professional website, so do not include going out photos or crazy stuff you did in college.
What should be included in your portfolio? Here are some of my recommendations: ● Resume
○ Downloadable version and a walkthrough of it
● Unique website design
○ Should include your brand personality: colors, fonts, professional logo ● Skill
○ Include soft and hard skills
● Works done by you
○ Press releases, designs, blog posts, etc.
● Short bio
● Professional photos
Think of your portfolio as an extension of yourself, and include the information you want people to see and know about you. Portfolios are great to share with potential employers, a place to keep your work organized and highlight what you have accomplished.
Put it all together!
As February comes to a close, start to think about what needs to be done before graduation. Do you need a resume or cover letter? Have you applied for jobs or graduate school? Make the list that is important for you and will lead you to success. The steps above are meant to help guide you through the next couple months and feel prepared to graduate from college.
By: Ashleigh Horn
Research is the key to all successful public relations strategy. It is the defining factor in how we choose to tell our client’s story and helps us identify how our target audiences will react—long before they are ever exposed to any messaging.
But why is research crucial? How can it single-handedly define the effectiveness of our PR efforts? Isn’t research a little bit…old school?
No! Before I continue any further, I would like to emphasize that research is not old school. Call me a nerd for thinking it’s cool, but you actually need it to be successful in this industry. Here is why:
Beyond identifying an objective, research is the first step in defining what steps should be taken to solve a problem. A need may be increasing brand awareness, avoiding a crisis, or launching a campaign. The list is endless. However, used strategically, research can be conducted to meet needs, elevate your client’s brand and create lasting mutually beneficial relationships.
On the other hand, failure to conduct research may lead to indecision, inaction or financial loss. It may also make identifying key publics and their needs difficult. In many cases, actions taken without sufficient knowledge about who or what they will impact can even lead to tarnishing your brand’s overall image.
One brand whose reputation was tarnished because of its failure to conduct any research was Digorno. In 2014, the frozen pizza brand received major backlash for inappropriately using a trending Twitter hashtag to advertise its product. The company’s Tweet, “#WhyIStayed You had pizza” was ill-received by Twitter users who were disgusted that the company would poke fun at domestic violence to encourage pizza sales.
The company could have avoided the situation altogether by researching the nature of the hashtag before Tweeting. While research may frontload your efforts, it helps prevent mistakes later on. Doing so allows you to preserve your brand and may even save you money.
I will be the first to admit that research is not always sexy. In fact, anyone who has taken University of Central Missouri’s PR 3605: Survey of PR Research & Theory with Dr. Tricia Hansen-Horn knows that research can be tedious and seemingly mundane at times. However, it can also be exciting and provide key insights that will make decision making easier down the road.
Research allows us to strategically gauge information about our key publics. It helps us identify possible reactions and outcomes of our efforts and avoid unnecessary costs. It also equips us with the tools to measure the impact of our efforts from the get-go. At the end of the day, it takes out the guesswork and lays a solid foundation from which you can build—without fear of total failure.
You may be thinking, “Gee, that sounds great. However, I have no experience conducting research. I would never know where to begin.”
But you do!
May I ask if you have ever had a friend tell you that they have begun to develop feelings for someone? If you are like me, this small piece of information often triggers Sherlock-Holmes mode. Within the next hour you have scoured up a list of their hobbies, identified their grandmother’s name, and searched through all of the accounts they follow on Instagram.
Does this activity sound familiar? Don’t lie, I know you have done it too.
Curiosity is in our nature and whether we recognize it or not, we conduct research every day. We care about our friend and use research to ensure that the one who has them so smitten is actually right for them.
But where should you start?
Certainly there are methods to help guide how we research. However, there is no set protocol for how it should be conducted, especially in PR as we deal with all things human. I advise formulating one single question and allowing your curiosity to fuel any questions and quests for answers that follow.
You may think research is boring. It’s not! It is a vital element in the daily life of a PR pro. Ask questions, find the answers, then ask more questions that lead you to solid strategy and valuable decision-making.
Thanks for visiting Innovative PR’s home page!
Check out the tabs above to get to know us, or read our latest blog posts below.
by Ashley Dolan
From the beginning of Innovative PR’s work with Christian Campus House (CCH), I could tell the project was going to be different from any our agency coordinated. CCH brought the initiative called Something to Eat to the University of Central Missouri (UCM) campus last year. This project is a hands-on food packaging event where meals are assembled by volunteers on site, then shipped to communities in need. Last year the UCM campus came together and packaged more than 5,000 meals. Though the donated meals made a great impact on those in need, CCH knew they could give more. CCH reached out to Innovative PR to help the event reach its full potential.
Something to Eat at UCM has been a unique experience for our agency. It’s such a visual and hands-on project that it’s fun just being at the tent, taking it all in. From the colorful signs that fill the tent, to the pictures of people who were fed last year, CCH has made this event a point of attraction. There are great photo opportunities for students that package meals and a tower that shows UCM’s progress in reaching the goal of assembling 13,220 meals.
Innovative PR provided the opportunity for participants to share their experience at Something to Eat on social media, which serves as a tool to recruit their friends to take part in the initiative. Groups and organizations really took hold of the option for the group sign-up. From the UCM Cheer Squad to sororities, church youth groups and entire classes, the idea of feeding people together became a reality this week.
Witnessing the excitement students and the community have for the Something to Eat project is chilling. News of the event spread like wildfire throughout campus. The first day of the event I couldn’t stop refreshing my Twitter timeline, as I watched the online conversation and use of #SomethingtoEat skyrocket.
The passion CCH has for the cause mirrors Innovative PR’s passion for public relations and giving back to the UCM campus. Our client doesn’t know this, but their enthusiasm has inspired many of our ideas, generated our passion, and this has created impressive results for Something to Eat.
So far more than 3,000 meals have been packaged and with all of the support from the community we can’t wait to see the impact that this event will make by the end of the week.
This experience has taught me so much about working together for a cause, but what it all comes down to is the power of giving back.
When you do good for others, good things happen.