Author: UO PRSSA

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A Crock-Pot Case Study: Cookin’ Up Controversy

By Sierra Goodman

SPOILER ALERT: Be aware, this post spoils details about season 2, episode 13 and 14 of “This Is Us.”

UPDATE: Milo Ventimiglia from “This Is Us” posted a video on Twitter telling people to “come together” for the Super Bowl as he scoops some chili from a Crock-Pot. The video then uses #CrockPotisInnocent. Will this calm angry fans/Crock-Pot owners?

The latest episode of the popular NBC television series “This Is Us” has “sparked” (pun intended) some controversy. In the episode titled “After the Super Bowl,” a beloved character presumably dies in a fire caused by a faulty Crock-Pot. As a result, fans of the show and their Crock-Pots went to Twitter to state their fear of the cooking appliance and declaration to throw it out with posts, pictures and videos.

Crock-Pot has long-running social media accounts on Instagram, Facebook and Pinterest. However, they missed Twitter, a key member of their social media presence. The lack of this social platform hindered their ability to address the issue in a timely manner. The company eventually made a Twitter account called @CrockPotCares. They demonstrated a strategic personable tone by addressing tweets about Crock-Pot safety standards and providing a place for consumers to reach out with questions. Showing empathy and using facts to correct misinformation has helped them swerve from the PR crisis. This does not mean they are in the clear — even with a large brand like Crock-Pot it takes time to gain followers.

A small number of followers equals a small amount of exposure for people to see their posts. They have gained 2,000 followers in the last week, but compared to KitchenAid’s 90K Twitter followers it is minuscule. Even with a lack of followers, they have considerably high engagement, receiving everything from 2-302 likes per post.  

The episode of “This Is Us” created problems for Crock-Pot and NBC as well. Crock-Pot can potentially sue NBC for trade libel, slander of goods, commercial disparagement, injurious falsehood, and disparagement of property. Crock-Pot released a statement that commented on the action they hope to see from NBC:

“Our hope is that the team at NBC’s ‘This Is Us’ will help us in spreading factual information regarding our product’s safety. While we know their primary mission is to entertain — something they have continued to excel in — we also feel they have a responsibility to inform”

The network itself has failed to respond; however, the show’s creator, Dan Fogelman, immediately responded to the Twitter outcry. Hopefully, the tweet from the creator, with a Twitter following of more than 40,000, can alleviate misunderstandings to help both Crock-Pot and NBC.

Although Crock-Pot has been responsive on Twitter, they have not been particularly responsive on their other well-established social media platforms. This is a bit confusing because their other social platforms have the most followers that will be able to view their potential response to the incident. Crock-Pot has also failed to make their official statement known to the general public. 

Considering these variables I suggest Crock-Pot address the issue on all social media platforms and post a news release to the press section of their website. 

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Tips for a Successful Agency Tour

By Kate Templeton

Have you ever wanted to see what it would be like to work in an actual public relations department or agency? We are very fortunate as University of Oregon SOJC PR students because there are a variety of opportunities to visit real agencies in different cities. Recently, I was able to tour agencies in Portland through UO PRSSA and in San Francisco with Allen Hall PR. Below are a few tips to make the most of your tour!

Do your research and come prepared

Research the company beforehand to better familiarize yourself with its goals and mission. In addition, make sure to have a few questions prepared in advance. This will greatly help you during the question and answer time. Asking well thought-out questions on these tours can help you stand out amongst the crowd, and it is a super helpful way to get all your inquiries answered.

Write down notes

You’re going to want to take lots of notes during the tours. The agencies will share extremely useful information that’s important for you to retain. Make sure to bring paper and a pen with you so you are able to write down these crucial notes. Part of the tour will likely be spent in a conference room listening and asking questions with the professionals who work there. This is the best time to ask questions about post-grad life, the hiring process, how the company works, ways to prepare for this career and other questions you may have. Writing down the valuable insights that they share will be beneficial when looking back at notes after the tours are over.

Network, network, network!

Going on agency tours are important, but actually interacting with the professionals you meet on the tours is a MUST. This is your opportunity to network. Bring your resume and business cards with you in case an appropriate opportunity comes up to give them to someone you connect with.

Stay connected through LinkedIn

While on the tours you will visit multiple agencies, meet interesting professionals and learn about careers in PR. After you get back home, make sure you connect with the people you met. A great way to do this would be to add people on LinkedIn. This is essential because it will build your own professional network. However, don’t just stop with a simple LinkedIn connection. Expand your network by actually communicating. Don’t be afraid to shoot them a quick message thanking them for their time and willingness to share their expertise. Maybe even take it a step farther and ask for an informational interview. This will show not only your interest but will also help you make lasting connections that could help you in your future.

Our chapter will be traveling to Seattle March 1-2 on our Winter Professional Development Tour. Applications are open until Feb. 12. Visit prssa.uoregon.edu/tours for more information.

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The Intersection of PR and Business

By Sierra Goodman

In the SOJC, it is common for public relations majors, such as myself, to minor in business. I regularly apply concepts from PR and business to my classes and clubs such as IR Futures. Understanding business is beneficial not only for a career in financial communications but in all sectors of PR. Here is why:

Better serve your clients

Whether you work for an agency or in-house, your knowledge of business will allow you to understand your client’s business model faster eliminating a learning curve with concepts such as stock history and return of investment (ROI). It will be easier to communicate and simplify what your client or employer is trying to say to their audience if you have insight to the business side as well.

Pursue Investor Relations

Investor relations is a lucrative PR position and requires a strong understanding of the financial sector of business. Investor relations involves communicating an organization’s value directly to current and potential shareholders. This requires literacy of stock markets such as the NYSE, NASDAQ, Dow Jones, etc. A company’s stock value is a reflection of the shareholder and public view of the company. It is a PR professional’s job to find out why your client’s stock goes up or down and convey this information accurately to shareholders.

Expand Your Marketing Toolbox

Public relations is one of many business marketing tools. Other tools include digital marketing, social media, advertising and search engine optimization (SEO). Strong knowledge of marketing can help you advocate the reason why a client should use PR as a marketing tool opposed to another option.

Think Quantitatively

It is helpful to understand your client’s target audience in both quantitative and qualitative factors. For instance your client may have a young audience of skateboarders and snowboarders (qualitative) and have 70% of that demographic in the Portland area (quantitative). The ability to find out these details will help you produce better results for your client.

A business mindset will help you gain credibility in a public relations role. The ability to argue a case from a business perspective is a valuable asset to employers. A business degree is not the only way to gain knowledge. Chapter president, Lily Gordon, takes online business classes through Lynda.com and communications director, Talia Smith, listens to business podcasts.

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Getting Back into the Swing of Things

By Kate Templeton

Winter break was great, but now we need to refocus as we begin the new term. Below are a few tips to get back into the swing of things and have a successful 10 weeks!

Organize Your Planner

You will be shocked how much better your life is with a planner. It has been proven that writing words down actually helps people retain information better than just reading it. By having a visual list of the work you need to complete, you will be able to actually visualize and better organize the tasks at hand. Plus, I have to admit, I find it very satisfying to cross a completed task off my list!

Set Goals

Winter term is not only a new term, but also a new year! Whether you made New Year resolutions or not, setting some goals for yourself will help start your term off right. It doesn’t matter if your goals are small or large — they will help you keep your focus on what you want to achieve.

Start a Routine

Be proactive and create a routine for yourself. I know that it’s syllabus week and we all want to lie around and finish the TV shows that we binge-watched all winter break. However, implementing a solid and effective routine at the beginning of the term will help you be more successful as the term progresses.

Start Healthy Habits

My next tip is simpler said than done! Starting a consistent workout routine and eating healthier food choices is easier now than when the term gets busy later on. It is crucial to be in both a healthy and a happy mindset. Winter term can bring on seasonal sadness due to the lack of sun and shorter daylight hours. Being mentally and emotionally positive is extremely important to keep your spirits up these next 10 weeks!

I hope these tips help and everyone has a happy and successful 2018!

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1 agency, 2 agencies, 3 agencies, 4: A summary of PRSSA’s Fall 2017 Portland Development Tour

By Sierra Goodman

Public relations agencies are like snowflakes; no two are the same. Some specialize in business-to-business and some in business-to-consumer. Others combine PR strategy with advertising and digital. Boutique agencies may have a team of 10 while a large agency may have hundreds of team members.

During Fall term, members of the University of Oregon’s PRSSA chapter explored four agencies in Portland including LANE, Gallatin, Gard, and Edelman. Each agency offered something different as far as future employment. In case you couldn’t make it, here is a summary of the agencies we visited:

Lane PR

Lane PR is headquartered in Portland with locations in New York City and Seattle. In 2011, the agency was acquired by Finn Partners, a global marketing communications firm. At the Portland location, they represent companies in the local food and beverage and financial sectors including 10 Barrel Brewing Co. and Umpqua Bank. Their focus is on B2B and B2C relations for business and sales success through platforms such as investor relations and social media marketing. Wendy Lane Stevens, president and founder, commonly asks interviewees to walk her through their resume, explaining their academic and work choices from senior year in high school to present day. Knowing your own story and having a business mindset will serve you well at Lane.  

Gallatin

If you are interested in public affairs, Gallatin is the place for you. They specialize in business, government, politics and media. A job at Gallatin involves plenty of community outreach and communication to help clients initiate change. Some specific campaigns involved crisis communication after a NW Portland building explosion in 2016 and event planning for a gathering of Portland’s female restaurant owners. At Gallatin, President Dan Lavey, says that he is looking for personality and independence when hiring interns. The agency regularly hires interns each year so make sure to look out for future opportunities and set up an informational interview.

Gard

Gard Communications is an advertising and public relations firm well-versed in crisis communications. They have local, national and global clients that they work with closely to ensure a strategic plan that works best for them. Advancement of brand reputation and defensive tactics give the agency an edge in times of serious crisis and marketing management. This agency is ideal for people who work well under pressure and in a fast-paced environment.

Edelman

Edelman is the largest public relations agency in the world and ranges in a variety of sectors such as technology, brand, corporate, public affairs and just about everything in between. Their Portland location is small with 50 employees compared to other locations like their New York office with 500 employees. With locations all over the world, they give employers an opportunity to work abroad to experience different cultures. Edelman is proud to say they are a leader of earned media. Although employees are encouraged to diversify themselves in different fields and projects they tend to hire off of people’s niches such as healthcare, technology and digital. As we heard on all four tours, Edelman was no exception saying that excellent writing skills are imperative to have in the PR industry.

PRSSA’s Development Tours offer a unique experience to students by providing a window into specific agencies and PR sectors. They are especially helpful in narrowing down your job search down the road by helping students learn more about what their life might look like in a job outside of UO.

Applications for the Winter term Professional Development Tour to Seattle go live Monday, Jan. 8. Visit prssa.uoregon.edu/tours to learn more and apply.

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Traditional Vs. Digital PR: A Recap of Amy Rosenberg’s Presentation

By Talia Smith, UO PRSSA Communications Director and former Veracity intern

For our last meeting of Fall term, Amy Rosenberg of Veracity Marketing in Portland was kind enough to drive down to Eugene to talk to our chapter about traditional versus digital PR. As we found out, there is no difference.

Amy’s presentation was unique to our guest speaker lineup as we had yet to learn about digital PR and how it can be the “secret weapon to SEO.” Many of us have heard of SEO and know it’s important, but we don’t really know what role we will play in SEO as PR students and aspiring professionals. Amy did a great job explaining what we can do to start thinking digitally to make media coverage go further while helping clients maximize their online presence.

First, if your client doesn’t have a website, encourage them to create one or outsource someone to make a “SEO-friendly” site. Amy compared a company’s website to a flyer, except this flyer doesn’t end up at the bottom of your purse. A website provides your brand’s stakeholders with a platform to learn more about them and follow up. “If you don’t have a presence online, you don’t exist,” Amy said. The call to action of most of your PR efforts are going to lead back to this website which is why it is essential your client has one.

Once your client has a website, you need to help people find it which is where SEO comes in. In a nutshell, websites can get lost in a sea of search results on Google and Bing and SEO helps a site rank higher to garner more clicks. Let’s be real, no one is going to click to the second page of Google. In order for a website to be useful it must appear in the top results when using keywords associated with your brand. Blogging provides a website more keywords for people to search.

Once a website and blog are up and running, PR and social media can be used to drive viewers to the site through links. When it comes to securing media coverage, Amy suggests keeping your pitch to five sentences or less and linking out to a press release as reporters appreciate brevity. Also, don’t spam anyone. Instead, take the time to personalize a pitch and offer the same respect to all positions in the newsroom. Amy says bloggers and writers are the most important people in the newsroom to PR professionals because they could be editors five years down the road.

Once you secure media coverage, it is imperative to get the link so it can be sent to your client and shared on social media, an important step to amplifying viewers. It is also wise to have an “In the News” tab on a website and have an ongoing list of links to recent media coverage. If you can’t find a link to coverage you know you secured, Amy recommends asking the digital editor who is responsible for placing stories on a traditional news media outlet’s website. You might feel like you are bothering someone just for a link but Amy assures that these digital editors understand you are asking for SEO purposes and will respect you.

At the end of the presentation, Amy was asked what students can do to stay ahead of the curve when it comes to digital and traditional PR. She suggests “showing up” to professional development organizations such as PRSSA and PRSA for PR and SEMpdx for digital. Fortunately, Amy will be speaking at SEMpdx’s Engage conference in March 2018.

Thank you, Amy, for sharing your insight about traditional and digital PR. Please come back soon!

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My Discussion with our Dean

By Kate Templeton

As a junior in college, I am very focused on learning how to prepare myself for a future career as a public relations professional. I imagine many of you are also pondering and planning what steps you should be taking while you are still a student to best set yourself up for success after graduation. Fortunately, as journalism and communication students, we have access to many outstanding resources for guidance. For this week’s blog, I decided to ask an expert. I reached out to the SOJC Dean, Juan-Carlos Molleda, to hear his perspective and recommendations on what to do to be a successful public relations student. He provided me with some incredible insight and advice. Below are some highlights of our discussion.

How can students make the most out of their time as a UO PR student?

Dean Molleda explained that actively participating in classes is extremely important. Students who ask questions, engage in class discussions and interact with faculty are able to gain more than those who just show up to lectures. He also went on to explain that getting involved in extracurricular activities outside of a student’s major is essential, too. He feels that in our ever-changing world, it is important to be knowledgeable about global issues and to be up-to-date on current events in the news. Dean Molleda suggests getting involved in a variety of activities on and around campus to become a more informed citizen.

What are some things PR students can do to set them up for success while in college?

While students are still in school, Dean Molleda recommends actively networking. He explained that networking is a necessity when trying to maintain relationships and establish solid connections. He also emphasizes that one should not be solely focused on getting multiple internships while in college, but the importance of doing high-quality work and having successes while at these internships. This will help students create real world networks that will help them post-graduation. Dean Molleda also suggested utilizing the many resources that Allen Hall offers. For example, guest speakers that come and speak to student groups are a great way to learn about a field of interest, and a way to network with a professional who is actually in that field.

What are must haves when looking at resumes of PR students?

A student’s resume can completely make or break them when applying for jobs. Dean Molleda stresses the importance of having a clean and clear resume, with absolutely no typos. He also reiterates the importance of having unique experiences on the resume. Having solid work experience is a must, but having additional and diverse skills is equally as crucial. Employers want to hire people with skills; they want to see if PR students have the capability to work with various software programs, social media, analytics, etc. Dean Molleda states that “Internships are important, but students need additional skills, experiences and expertise to really make their resume and portfolio stand out amongst the rest.”

What are some things all PR students should know about the field?

In a workplace, the term ‘public relations’ isn’t always used. Dean Molleda explains that there are an array of different titles other than PR used in the real world. The job title could possibly be called public affairs, corporate communication, communication specialist, project manager, etc. He explained that because of the many career possibilities for PR students, it is imperative to be familiar with the variety of jobs students can apply for and obtain. Dean Molleda explains that “We are in a golden age of PR because of technology, so it is extremely important to understand technology and all of its uses.” The basics are still needed in PR: writing, speaking, presentation, critical thinking, etc. But being proficient with technology is now a necessity in the field. To close the interview, Dean Molleda gave one last great piece of advice. He said there is one specific word he likes to use when explaining what a PR professional needs to have in order to be successful in the field, and that word is ‘resilience.’ Having resilience is a valuable skill because it shows that a person will work hard and use all their abilities to get the job done, no matter the obstacles they may face.

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Nine Ways PR Professionals Can Foster Positive Relationships With Reporters

By Sierra Goodman

Local reporters, Tiffany Eckert, Justina Roberts and Amber Wilmarth, were on our media relations panel at our Nov. 1 chapter meeting. The three answered questions and informed members about relationships with public relations professionals and reporters.

Public relations professionals and reporters have a symbiotic relationship. Public relations professionals provide reporters with newsworthy stories and reporters provide PR professionals a platform to tell those stories. The key is to maintain the relationship on both a professional and personal level. Similar to any other relationship it requires mutual respect, communication and trust. Here are nine ways PR professionals can foster positive relationship with journalists:

1. Use the 5 W format

Journalists live on fast-paced schedule which means they need to know the who, what, when, where and why in a concise manner. Introduce yourself in a short and simple sentence. The pitch should be about a paragraph long to give enough detail about what you are pitching and why it’s important to the reporter and public as well. The ability to write concisely is a skill learned with practice so don’t beat yourself up if it takes an hour or more to write a paragraph.

2. Text

In the past, it would be deemed inappropriate and unprofessional to resort to texting a reporter instead of calling or emailing. Texting is becoming a more efficient means of communication as reporters don’t have time to go through emails all the time and they are always on the go. Just make sure you have met or talked with the reporter at least once.

“I think that the most important part of PR is communication; communicate well, communicate distinctly, communicate visually.”

-Tiffany Eckert

3.  Initiate and maintain

Yes, we are in the year 2017 where apparently texting between professionals is now acceptable. However, it is still necessary to communicate in-person as well and introduce yourself. It is important to do so whenever the chance is given and to make an effort to make those chances possible. As Gossip Girl would say, “Remember public relations rule number one: your value is your social network.” Building these unique relationships develops overtime, there’s a number of angles to go about maintaining them. This can be anything from complementing them on a recent article they published to going out for a cup of coffee to discuss an impending exclusive. It all depends on where you’re at in the relationship.

4. Keep an exclusive, exclusive

One day in your PR career, you may be given the opportunity to give an exclusive news story to your favorite reporter. If you tell them it is exclusive, stick to your word and only share this information with them. Trust is lost if you tell multiple reporters you have an exclusive story.

5. Be crystal clear about an embargo

Following up on the last statement, be sure to make it clear when a story is an embargo. In this case, the term embargo is described as an agreement between a PR professional and reporter that information given will not be released until the time stated. It’s easy to misunderstand unless it is explicitly said the story is not to be released until the given date.

“What is the most important 15 seconds I could tell this reporter?”

-Justina Roberts

6. Be available

There is nothing more annoying to a reporter than getting an interesting press release only to find out the contact is unavailable for further details. This forces them to move on to the next story making the day harder for both of you. If they are not able to rely on you for a quick response it can severe sever the relationship. Most reporters understand that PR professionals have a busy life too and may not be able to respond immediately. In this scenario, it is important to at least acknowledge that you have received the reporter’s message and let them know when you will be able to get back to them.

7. Get your story in before 8-10 a.m.

Before the day officially starts, reporters meet with the news team between 8-10 a.m. During this time, they are preparing stories for the rest of the day. If you want a reporter to pitch your timely story at the morning meeting, be sure to contact them BEFORE 8 a.m. If you contact a reporter after their morning meeting, the news agenda is set, your story will not be able to be fit in and it is old news by tomorrow.

8. Give plenty of lead time

Although reporters learn to live in a fast-paced environment, letting them know information a few days to a week in advance allows them to take a breather, even if only for a second. This step is important in maintaining a good relationship with the select journalist. No one wants to be working against the clock if they don’t have to.

9. Don’t pitch an advertisement

This part will take some time to master but it’s an important one. In order to not sound like an advertisement, a pitch requires some humanity. Remember to mention how what you are pitching effects the audience who watches the news.  At the end of the day it’s one human speaking to another.

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No Stress Interview Tips

By Kate Templeton

Do you stress out before an interview? Don’t worry- you’re not alone! For me, interviews are the most nerve-racking part of the job process. Demonstrating to prospective employers that you are the most qualified person for the job while being asked questions on the spot can be very stressful. However, with preparation and practice anyone can become a pro interviewee! Here are five tips that will help you nail your next PR interview and alleviate some of that stress:

  1. Dress the Part

First impressions matter! When going into an interview, it is always a good move to dress professionally. Have you ever heard the expression, “Dress for the job you want, not the job you have?” Dressing up for an interview can show prospective employers that you care about the job and are taking the interview seriously. You want them to be able to picture you doing the job you are applying for. Plus, when you dress well it can help you feel more confident!

  1. Practice Common Interview Questions/Responses

When conducting an interview, people are looking for specific responses. They are seeing if you possess the skills needed to work well with their organization. Why not show up extra prepared? As PR students and PR professionals we should be able to think on our feet and effectively promote ourselves. There are certain questions that are consistently asked at interviews (ex: strengths, weaknesses, why do you want to work here, etc.). Practice answers to questions you think you may be asked so that you feel more prepared and confident for the actual interview!

  1. Bring Your Portfolio/Work Samples

It’s easy to tell people that you have a full public relations portfolio with a variety of creative work pieces through multiple clients. However, actually being able to show off your skills during an interview is even better. Make sure to show your PR portfolio and sample work to an interviewer, whether it be a hard copy or online. This will help differentiate you from other candidates.

  1. Study the Organization/Position

Few things are as impressive in an interview as showing how prepared and knowledgeable you really are about what you are applying for. Especially if it’s a job related to PR, you want to know all of the ins and outs of the organization and role. Being able to demonstrate that you have done your research tells employers that you spent time learning about the company and position, and that you genuinely want the job.

  1. Follow-up Post Interview

After the interview is over and you begin the process of waiting for a response, it is important to follow-up with the person/people who interviewed you. Sending a thank-you note or e-mail is always a great idea. This is an additional way to reiterate how much you want this position and help them specifically remember you when they are picking from a large pool of applicants.

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Social Media and Crisis Management

By Sierra Goodman

It’s no secret that the landscape of crisis communications has changed significantly due to the prevalence of social media. According to the Pew Research Center, 67 percent of U.S. adults received news from social media this year and of those users, 74 percent get their information from Twitter. Increasingly, we have seen social media used as a tool for social change. Crises involving public figures and brands have the added input of social media which can act as fuel to a burning fire. Here are some examples of how social media has brought social issues to the forefront of conversation:

Harvey Weinstein and #MeToo

It was recently brought to light that Harvey Weinstein has a reputation for sexual assault within the Hollywood community. This has been going on for decades but was unknown to the general public until now. After The New York Times published an article about Weinstein paying off his sexual assault accusers, social media made his actions finally surface. The stories have started a conversation on social media with the trending #MeToo, creating a platform for sexual assault survivors and supporters to speak up. This has brought up many other cases of sexual assault, both inside and outside of the film industry. As a result, Weinstein was terminated by The Weinstein Company and kicked out of the Film Academy. Without social media, the New York Times article uncovering this story would not have reached as many audiences as it did.

 

Starbucks and #borderfreecoffee

In August 2017, the hashtag #borderfreecoffee was trending on Twitter and suggested that undocumented immigrants would receive 40 percent off Starbucks coffee for “Dreamer Day.” At first, Twitter buzzed with praise for Starbucks until it was revealed that this information originated from an online message board in hopes of luring undocumented immigrants to Starbucks and reporting them to U.S. Immigration and Customs Enforcement. Starbucks took to Twitter to confirm the information was a hoax. While social media has the ability to spread information widely for social change, it can also be used to spread false information.

Racist Dove Ad

The soap brand, Dove, recently came out with an advertisement that featured an African American woman taking off her shirt to reveal a white woman. Social media pointed out the ad as racist because it implied that darker skin is “dirty” and lighter skin is “clean.” Social media did not fail to remind both the brand and public why the ad was wrong and that it was not the first time Dove was racially insensitive. Dove released a statement to apologize for the offensive message. Social media has allowed for consumers to have a voice and as a result, companies are expected to take action and apologize when they miss the mark.

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Social media can be both a gift and a curse for PR professionals and it is crucial for brands to know how to use it and how it is used by the public. If you’re interested in learning more about crisis communication, check out the links below.