It seems as though we all devote the first 22 years of our lives in preparation to dive into our careers. We set our goals and expectations for ourselves as students and work relentlessly to achieve them, making them the focus.
At some point in my college career I actually processed the fact that in a few short years I would be working and pursuing the field that I have studied and worked towards for so long. Another key realization I had about this transition came with my visit to this year’s Career Carnival in October.
I consider myself a diligent student, but I don’t think it was until this fall that I recognized the bigger picture. School and good grades are not the end goal, but simply the beginning and the starting point on a journey into a very big world.
While the resources across the University of Central Arkansas are remarkable helpful in preparing students for a successful future, including career services, I was completely overwhelmed by this experience. This rush of so many emotions had nothing to do with the work of career services, but everything to do with my recognition of the vast amount of opportunities that surrounded me.
I recognized so many important qualities that potential employers look for. I like to pride myself on someone who not only values relationships, but quality ones. After having brief conversations with various companies at their booths, I recognized just how vital it is to make those brief encounters and first impressions meaningful.
A lot like walking in to a public relations scenario, you must be prepared with key messages and communicate them thoroughly and intentionally. While a PR professional will prepare these messages for countless scenarios, it is completely different to have to do it about yourself.
Because of my experience at this career fair, I realized how important it was to sharpen my networking skills and led me to a networking workshop held through another campus department.
I am merely one face in a crowd of people. Pinpointing how to stand out and how to be remembered is a skill that will take a lifetime to perfect, but through the opportunities granted to me by this university I feel a little bit more prepared to dive right in and find my fit.
One of the major conversations PR professionals are having in relations to communication initiatives is the idea of being present at the conversation table when handling a crisis.
Responses to crisis are a main indicator of how the public will continue to view a certain organization.
If an organization owns up to its wrongdoings, then the public may lose trust, but are likely to see the organization as admirable. Denying accusations altogether tends to dig a company into a hole that no amount of positive publicity can get them out of.
One organization in particular that has faced some extremely negative feedback after recent events is SeaWorld. In 2010 an orca trainer was killed during a training session, which sparked major media coverage.
Following the death of Dawn Brancheau, countless reports and investigations were launched into SeaWorld’s training and safety protocol.
The major trigger for the SeaWorld publicity crisis was the release of the documentary ‘Blackfish’ which provides viewers with accounts from former trainers on their experiences with the organization accompanied by video footage of the whales used in the popularized shows.
The depiction of mistreatment of the animals along with negative testimonials from former employees and trainers who worked closely with those who experienced extreme harm due to a lack of safety guidelines sparked major controversy regarding the organization.
SeaWorld’s response was less than adequate. The choice to launch a social media campaign including “69 reasons why you should not believe ‘Blackfish’” pointed out a lack of integrity within the organization while relying on denial alone.
Detailed video evidence as well as negative claims from those who worked extremely close to the source requires pretty detailed feedback from SeaWorld, not simply a top ten list for why they should still be trusted.
Not only did they provide a weak counterargument to such serious claims, but after deciding to cancel their main attraction show they then decided to change their minds and revamp and reopen the show. The lack of stability does not help the case of SeaWorld.
Where is the counter evidence? Why should we believe SeaWorld? They surely gave us no concrete reason to believe so.
Addressing this case points out just how vital the basics of public relations are: establishing a simple framework for what to communicate and sticking through it with every message that is released.
Key messages have been emphasized to us time and time again. Whether it is through a news conference or in objectives for a campaign, the overarching goals for what is to be accomplished is meant to be the guiding word for all that are involved.
When an initial message is sent out in a crisis and then completely turned into something else, the organization looks untrustworthy and inconsistent. Trying to turn a crisis around and into the light requires dedication to the cause, and that is something SeaWorld has not shown.
The media often portrays public relations professionals as dishonest, manipulative, and ingenuine.
If there is anything I have learned through my time studying public relations it would be that I hope I am able to work and lead a career of integrity and respect.
Being faced with crisis, much like SeaWorld has been for the past five years, can turn an organization on their head and they are left facing a fork in the road: own up and correct your actions or hide and sweep it under the rug.
Formulating concrete and honest key messages and maintaining that message throughout a crisis or campaign is one of the most basic yet important pieces of information we have gathered throughout our courses.
SeaWorld was faced with a crisis. They were faced with a tough decision and because they chose to avoid the accusations and push forward as if there was nothing to address left them with even more to analyze and discuss.
Public relations is about strategy and choosing the wrong one could leave you up the creek without a paddle. If I were SeaWorld, I think I would recognize that it was time to acknowledge the past and right the wrongs. Then, and only then, with they be able to recover and move forward.
The news that is released regarding a particular company are the bread and butter to creating the image they desire. In order to make this information easily accessible to their publics, many companies have created online “newsrooms” where all of their press and news releases are gathered.
all company logos from Google Images
HP’s newsroom is made up entirely of announcements and assurances of their new and current products. Headlines such as “HP Eliminates Ink Anxiety…,” “HP Announces World’s Most Secure Printers” and “HP Dramatically Simplifies…” all point to the cutting edge this company has on making technology extremely accessible to their customers.
The HP Newsroom itself is on-point in terms of organization. Not only are press releases displayed, but HP has also given consumers access to news advisories, press kits, HP in the news, as well their Twitter activity.
The news releases themselves are extremely lengthy and wordy. A reader can’t help but get lost in the overwhelming jargon and amount of information.
Google’s newsroom lacks that fun and creative atmosphere that they typically create with their products, but their use of recurring news topics including “Through the Google lens” which examines that weeks search trends and the news they present that is relevant to hard-hitting topics such as relief for refugees show a strategic method of presenting news about Google.
They are communicating with their readers to come back and visit and continue to read about what Google has going on in an easy-to-read and relatable way.
The weakness I see in Google compared to HP is it’s lack of fully showing visitors to the newsroom that these stories are about the good things Google is doing. The headlines don’t draw you in to learning more about Google like the HP headlines accomplished.
Ore-Ida, or Heinz, lacks a lot of creative appeal in their overall newsroom as well as their news releases. It is so easy to get lost in an abundance of words, especially when the font is so small even though that is a minor detail. The image carries a lot of weight.
Their is so much factual detail packed into each release that the average reader cannot follow what they are talking about. The headlines they have displayed are much too long and as a reader myself, I don’t want to go much further.
The Mayo Clinic has contributed so much to medical research and advancement. Often times, information about medical topics can be too difficult for the general public to understand. Mayo Clinic has managed to make it easy on us.
Each of their news releases has a relatable topic such as “Kids with asthma exposed to secondhand smoke have twice as many hospitalizations” as well as turning this information into lists like a “top ten” list.
The most appealing part of the Mayo Clinic’s news releases are the inclusion of videos to almost all of their stories. Reaching readers on not only a print channel but also visually through video is a creative way to convey their information.
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Accumulating countless bits of information about a company, product or event and transforming it into an eye-catching and concise presentation for the public is nothing short of an art form. Readers and consumers have the option to buy in or move right along. The goal as PR professionals is to make them do a double take.
Various corporations are utilizing the tool of a fact sheet to communicate information about who they are and what they do in a succinct and intriguing way, media advisories to alert and keep the publics in the know of what they are doing, and media kits for an all-access pass inside.
An up and coming innovative home appliance company, PIRCH, has given customers insight into their methodology and services via their interactive online press kit. Often times companies give merely a surface level perspective into how they run their company, but one interesting aspect of PIRCH’s kit is their transparency.
It is has been said time and time again that millennial value authenticity and PIRCH does an impeccable job of portraying meaning in the services their company provides. One fact that is evident about this company is their willingness to be available to their customers.
They make available contact information for each location as well as opening a window for the reader into what drives them by presenting the company “manifesto” of displaying joy in everything that they do. They hold the desire to take the often draining and mundane task of appliance shopping that all individuals or families must engage in at some point in life and turn it into an enjoyable and memorable experience.
Screenshot from PIRCH.com/presskit
The purpose of a media or press kit is to make dense information about their company and make it readily accessible to the media and the publics. PIRCH does just this is a creative and easily navigated method. PIRCH is a modern, sleek, and creative company and if I were to see any improvements to this press kit it would be to emphasize that more. This press kit is clean and specific, but I think creativity could be heightened even more.
A company who stresses the importance of meaningful interactions and relationships with customers upholds a strong standard and foundation for their PR material.
A media alert or advisory gives PR professionals a small window of opportunity to communicate the high points about an event or product. What to say and how to say it is crucial in the communication of this information.
Hitting on the who, what, when, where, and why is of the upmost importance and Fotobom along with Austin City Limits presents a spot-on display of how it is done through the promotion of their event at the South by Southwest Music Festival in Austin, TX. Not only do we get to see what the event is comprised of, but this advisory presents the reader and media outlet with an invitation into the company profile.
Event Flier from Fotobom Media Advisory
Generating attention for their new emoji creating and photoshop phone application, Fotobom strategically partnered with Austin City Limits to bring the community an entertaining lineup and inviting atmosphere to allow publics the opportunity to engage in their application. The advisory points out where and when the event is as well as who they are and who will be there.
Most importantly, and what I find the most beneficial of how this advisory was written, is that they give the reader the opportunity to scope out and analyze the application themselves. By providing links to the app as well as information on how to navigate it the reader is able to engage rather than simply read.
I think the order of information is extremely important in reading a media advisory. The “what” is the event itself, which will draw media to want to use the information. I think that the “when” and “where” tie into the event details themselves and should be placed following the “what”. I believe that the advisory should close with talking about the company as a whole to keep it cohesive and smooth.
This advisory pointed me to the app that gave me the ability to make my dream come true as I became a part of Taylor Swift’s fierce girl-power posse! This is definitely an event worth attending.
Photo created using Fotobom application, Google images, and personal Camera Roll
Pendleton Woolen Mills has been in business for over a hundred years. A company with such a rich history holds a vast amount of information about the journey to success; much more information than that which can be confined to one page.
A fact sheet aims to contain information about the executives, a brief history of the foundation of the company, locations, products and services, and interesting insight into the prior.
Pendleton is a family owned business that has created an empire for themselves and the products they create. The fact sheet provides each piece of needed information, which gives the media and the consumers insight into how they got to the place they are today.
From Pendleton Fact Sheet
Words on a single page can often become blurred and overwhelming to the person seeking the information. This fact sheet is nicely organized in a grid-like manner, but lacks much creativity and is a bit wordy throughout. By condensing the information the impressive journey this family-owned business has taken.
Engaging the media and the consumer through these various tools requires an extreme amount of strategy and planning. The three companies that I have analyzed possess serious strengths in their PR tools that will only further the success of their businesses as a whole.
The millennial generation has been defined as one with heightened use of technology and media. Those born into this era are faced with the pressures of connecting on a completely different level the generations past.
Through both professional and personal platforms, blogging has been projected into the forefront of social media use and PR professionals have caught on with the opportunity to plug such information to the increased public accessing these sources.
The three blogs I reviewed were Holtz Communication + Technology , The Flack , and Defining the Convergence of Media and Influence. Each of these three blogs emphasized a separate aspect of the public relations and communications field. From emphasizing making meaningful connections with publics to minute details of marketing that are often overlooked, the three authors offer up intriguing positions on the content of this field.
In terms of basic interest, I recognized a few aspects from each that drew me in as a reader. Holtz Communication + Technology has done an excellent job of emphasizing a lasting connection with readers. The author, Shel Holtz, has established weekly features covering multiple topics in the field of PR and Communication such as their Friday Wrap Up segment.
By displaying and analyzing multiple news topics on a weekly basis, this encourages readers to continually return and gain knowledge on relevant topics. Recurring features give readers the opportunity to repeatedly engage with a source and the ability to obtain information across a broad spectrum are two ingredients for good PR as well as good long-term writing.
The Flack contains some of my favorite writing of all blogs that I had the chance to visit. While lacking much of any eye-catching images or media, the content was the most impressive that I saw. I often see writers cover broad topics then through deductive means manage to draw out specifics to emphasize a point. The author, Peter Himler, rejects that approach and writes directly to specifics that could possibly be overlooked but play a large role in the world of marketing.
The article speaking to the change in logo of two social media tycoons, Spotify and Twitter, brought a new perspective for me on the impact small brand changes can have on the publics. When dealing with broad topics such as branding it is easy to overlook the impact details can have on publics. This blog and specifically this article displayed that for me.
Defining the Convergence of Media and Influence was the final blog I analyzed that contained the most compelling approach and deepest meaning to why PR and Communication professionals do what we do. Connection seems to be, for Brian Solis, the most important goal that today’s PR world needs to focus on. It is no longer about simply reaching the public, but linking with them and walking alongside them in the future to encourage them to care.
I have heard multiple times that the population of the current generation have spent their entire life being advertised to and are readily prepared to see through the false information with a need to seek authenticity. Solis points to this in his assertion that relationships and connections matter, a mindset that all PR professionals need to adopt.
The blog I feel most adequately adheres the to the ten writing tips in our text is The Flack. The clarity of the writing takes complex and specific topics and makes them accessible to a wide range of publics. While I would encourage an increase in media (i.e. photos or videos) throughout the span of each article, the writing upholds a steady and easily followed flow of information.
Along with clarity comes the easy readability of this source. Fields such as marketing and public relations contains detailed terms, but Himler does an impressive job of applying these terms in a way that is accessible to uninformed readers.
Through intriguing verb-use such as depicting Tinder tackling the magazine Vanity Fair for a negative article, unpacking details of the field in relatable ways rather than a convoluted one as he does in discussing the marketing of Twitter and Spotify, and his ability to take chances on topics outside of the norm such as analyzing women and their need for a new Hermes Birken Bag, Himler takes risks and presents his opinions in one of the most creative ways I have encountered thus far.
The credibility of Himler as a writer and a source for Public Relations information is indubitable to me. The Flack can count on its readership increasing by a solid one!