Chapter News – University of Oregon PRSSA

January 5, 2018

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.

February 25, 2015

6 Things You Missed at 6

Strong writing is one of the most critical skills a PR student can acquire, and yet it’s easy to overlook in favor of more flashy skills like event planning and social media strategy. That’s why we invited PR professor Courtney Munther to lead a writing workshop for chapter members.

Couldn’t make it to Wednesday’s meeting? Here is a recap of Munther’s advice for writing like a pro:

Frame Your Story. By focusing on one aspect of your story it helps to hone in on what you want to address. This gives your readers a sense of direction.

Be Sure to Be a Storyteller. Being a storyteller gives life to your story. Writing is about the human connection and engaging your readers on a deeper level than the surface fluff.

What Are Your Key Messages? Make sure you have your key messages created throughout your story. A key message could make or break the concept of the story you are creating.

Have Compelling Quotes. People will respond if you are using emotion in your writing. While stating the facts works well to inform different publics emotional quotes will cause these publics to respond and act to your cause.

Use Active Voice; Not Passive. In PR it is so important to be concise and get to the point. Cut through the clutter by using an active voice instead of a passive voice. This simplifies your writing into a clear and direct voice. If you have trouble with active voice start with using the subject in the beginning of the sentence instead of the ending with it.

Struggle with Writing? Practice, practice, practice! The best way to get better at your craft is to practice. Be sure to try to write in active voice while practice!

Have any questions or concerns? Feel free to email Courtney at cmunther@uoregon.edu or tweet her at @cmunther.

What are some of the best pieces of advice you have received about writing? Is there any work you have read that has stuck with you? Comment below and share your experiences!

Karly Tarsia is currently a junior majoring in Public Relations. She is also the internal events project manager for UOPRSSA. Feel free to follow Karly on Twitter at @karlytarsia

February 9, 2015

3 Benefits of Becoming a PRSSA Member

As the finance director for UO PRSSA, I am often asked, “Why should I become a dues paying member?” Well, of course, I’m going to do my best to encourage you to pay the membership due and become a part of what I see as one of the best organizations on campus. But you deserve the facts. So here are my top three reasons why you should become a dues paying member of the PRSSA National Chapter:

Enhance your education.
Events, competitions, leadership opportunities, scholarship and awards, writing practice, and current news are all provided once a member of the National PRSSA chapter. All of these opportunities provide members with the chance to network and interact with other public relations students around the country. Experience is one of the best ways to enhance your education so use these PRSSA benefits to your advantage.

Broaden your network.
The National PRSSA organization provides students with many ways to network and meet new people. They organize events, start discussions via social media platforms and provide students with access to the Champions for PRSSA directory, which gives students access to a network of dedicated professionals.

Launch your career.
Ultimately, we all hope to graduate from college with the security of a job position. The National PRSSA organization provides students with three databases to help launch their career. Once a member, students have access to the PRSA Online Job Center, an internship database and the PRSA Associate members’ list.

Interested in becoming a member of the national PRSSA organization and beginning to work towards your public relations career? Membership dues are $80 per student annually and are due by February 18. You are welcome to pay with cash or check – please make checks out to ‘University of Oregon Foundation.’

Sophie Lair, Finance Director, manages and prepares the chapter’s budget for the academic school year and collects annual dues from members. Sophie is currently majoring in public relations with a minor in French. Follow her on Twitter at @sophielair.

February 5, 2015

6 Things You Missed at 6

Didn’t make it to our meeting last Wednesday? We heard resume and job search tips from Dean Mundy. Here are six things we learned:

There is no one correct way to do a resume. You’ll get lots of conflicting advice as you seek feedback from instructors, professors and career advisors. The most important thing is to make it your own and do what works for you in order to create a resume that best reflects your personal brand.

Not sure where to start? Put your education either at the beginning or the end, depending on whether it’s the most important part of your life right now. If you have extra space on your resume, use it to create a summary of your qualifications or a short bio rather than an objective. Create a “Community Engagement & Leadership” section for the organization you are involved in, including sororities and fraternities, volunteer experiences and PRSSA membership. Under “Skills,” include any applicable experience acquired through coursework with the most unique first.

The style of your resume should be unique and reflect your personal brand. That being said, make sure the style isn’t overdone. Use a bold typeface to lead the reader’s eye through the resume. Make sure your cover letter matches the look and feel of your resume.

Tailor your resume to each position. Identify the key terms in the job posting and use similar words to describe yourself. Use this list from the Career Center to find active and powerful verbs to replace the overused and dull verbs on your resume.

Keep in mind: Employers only look at your resume for an average of 15 seconds. Remember that this is the only thing they know about you so brand yourself. Ask yourself: what sets you apart?

Create timelines for yourself. Start with the date you need a job by and work backwards through the application process, giving yourself about four months to create your application materials and start applying for jobs.

Questions? Connect with Dr. Dean Mundy on Twitter or by email.

Join us for our next meeting on February 11 for our Winter Workshop on interview tips and networking with professionals!

January 30, 2015

6 Things You Missed at 6

Didn’t make it to our last meeting? We heard from marketing professor Jessyca Lewis on marketing yourself on Twitter.

Here are some helpful tips to consider when creating your personal brand:

Use a Professional Name for Your Twitter Handle. We know that first impressions are important, and on Twitter, your name and handle are two of the first things people will look at. You want to make sure that they convey the same kind of professionalism that you would have when meeting a potential employer in person. Also, using your real name – or as close to it as you can get – makes it much easier for people to search for you.

Provide a Professional Photo. As with your Twitter handle, the photo you use for your profile is most likely the first photo people on Twitter will see of you. Make sure it represents you in a way you are proud of and communicates professionalism.

Write a Succinct and Appropriate Bio. Your bio can include your professional and personal interests as well as a link to a blog or website if you have one.

Don’t Tweet Excessively, But Do Keep It Consistent. Posting too many tweets in a short period of time can create a negative impression, but you do want to stay consistent and current on Twitter. Jessyca Lewis suggested making a personal social media calendar so you have a schedule of what and when you will tweet.

Who to Follow: To get the most out of Twitter, follow a lot of people and a variety of people. This can include companies you’re interested in working for, UO professors, fellow students, industry experts, brands you like or organizations you’re involved in. Don’t be afraid to reach out to people on Twitter; the worst that can happen is that they don’t reply.

What Makes a Good Tweet? Tweet what you know and tweet what you love. Tell people about what you’re interested in, share interesting articles you find and try to strike a balance between being personal and professional.

Do you have any tips on how to market yourself on Twitter?

Nicola Hyland, external relations committee member, is a junior pursuing a degree in public relations and a minor in business administration. Follow her on Twitter at @NicolaMorgan_.

January 26, 2015

PR Boot Camp Preview

Whether you’re new to the PR major or about to graduate, PR Boot Camp is a great opportunity for you to gain insight in areas like social media branding, brand management, and internship advice by attending 30-45 minute information sessions with professionals. You’ll learn about social media branding and brand management, gain insight into crisis communication, receive valuable internship advice and network with industry professionals.

Event details:
Saturday, January 31
1-5 p.m.
Allen Hall First Floor
Free for dues-paying PRSSA members
$5 for all non-PRSSA members

PR Boot Camp sessions will include:

Social Media Branding
Callie Gisler, former PRSSA President and a recent graduate from the SOJC, is now an account coordinator at The Hoffman Agency. As an avid blogger and social media enthusiast, Callie will provide her insight on social media branding.

Brand Management
From Portland-based agency Grady Britton, Becky Engel will talk about brand management and how to maintain a brand’s reputation.

Crisis Communication
Dianne Danowski-Smith from Publix Northwest PR & PA will be touching base on crisis communication and how to better handle a crisis situation.

Internship Advice
Lastly we will be hosting Kylee Plummer, former PRSSA Events Director and recent grad, from Edelman Portland to provide internship advice.

Click here to register for PR Boot Camp.

Lauren Todd, Internal Events Director, plans internal events for UO PRSSA in effort to build relationships within the group. In her spare time, Lauren enjoys assisting with weddings and staying up to date on the world of pop culture. Follow her on Twitter at @Lauren_Todd.

January 25, 2015

6 Things You Missed at 6

Didn’t make it to our last meeting? We heard from Heaven Lampshire, former UO PRSSA Exec Board member and current assistant account executive at Edelman Seatle. Here are six things we learned from her about internships, tech PR and more:

On going into tech PR after working in food and beverage: Food and beverage PR is intuitive because you can relate to it so easily. Going into tech PR, there’s a lot to learn about how the companies work and what they do.

The difference between being an intern and an AAE: As an intern, Heaven says she worked on one-off projects for eight different accounts and wasn’t able to deeply understand the client’s work. As an AAE, she is able to work on projects from start to finish.

Time management is critical. When asked to do something, it’s better to be honest and say you can get to it later than say you can do it now and not get it done.

Want to stand out as an intern? With every assignment you work on, ask yourself “What are two thing I can add to make it better?”

Think strategically and have a reason for everything. You need to be able to counsel your client on decisions and explain why your solution would work.

Take advantage of in-class assignments. Do things that are interesting to you, and you’ll not only enjoy your classes more, but have things you’re proud of to add to your portfolio.

Join us for our next meeting on January 28 to kick off our Workshop Wednesday series!

Hannah Osborn, Public Relations Director, is a senior pursuing a double major in public relations and magazine journalism. She manages all UO PRSSA social and digital media platforms. Follow her on Twitter at @hannahmarieoz.

November 6, 2014

6 Things You Missed At 6

Didn’t make it to our meeting last night? We heard from Trevor Steele, Communications Strategist at Funk/Levis & Associates. Here are six things we learned from him about crisis communication and digital strategy:

Always expect the unexpected. Be prepared for crisis by doing your research, understanding your audience and what their concerns might be, being aware of related issues and preparing for more than one outcome of a situation.

Details matter. Even the smallest errors make a difference in your reputation and future success. What may seem like a minor mistake could become a liability for your client.

The biggest difference between crisis communication and normal PR is time. Crisis communication is the same; it just happens faster.

Every crisis is different, but every crisis has happened before. However, in most situations, you don’t really have enough time to think about what’s happened before. When handling a crisis in the moment, get as many details as you can. Ask yourself what the first question is that other people will want to know and find the answer. Time and information are the two critical pieces you need in order to solve a crisis.

Be aware of the media filter. The media filter is what the media decides to show out of the information you provide them. Sometimes you have to get around the media filter in order to get your message out.

Want to work in crisis communication? Be a good writer. Writing is critical when dealing with crisis. Train yourself out of writer’s block by practicing writing on demand about topics you know nothing about.

Join us for our next meeting on November 19 to hear UO alum Jen Eisenmann talk about her role as the social media and event production for the SF Giants.

Hannah Osborn, Public Relations Director, is a senior pursuing a double major in public relations and magazine journalism. She manages all UO PRSSA social and digital media platforms. Follow her on Twitter at @hannahmarieoz.

November 5, 2014

Q&A with Trevor Steele

Are you interested in crisis communication or digital strategy? Trevor Steele will be joining us tonight to explore a few topics PR practitioners tend to overlook within the broader theme of crisis communications and digital strategy. We asked him a few questions to get to know him a little better before our meeting.

Q: How did you begin your career in the public relations industry?
A: I haven’t met a six year old who says “I want to work in PR when I grow up.” Perhaps this will change someday, but it certainly wasn’t my original life goal. I worked in professional politics through high school, college and a couple years after graduating from college, during the start of the recession. In college, I studied political science but found that communication studies had all the action. After a few years as a lobbyist, I opted to go into communications full time. I’ve never looked back.

Q: What is your favorite part about working in an integrated agency practicing PR?
A: I love the variety of the work I do and the skills each member of the team brings to a problem. I have an opportunity to work with incredibly creative designers and skilled account managers who bring different experience to the table. As part of an integrated agency, I have the freedom to look at both paid and earned media, and choose the best tool for the situation. This is the biggest benefit of an integrated agency practice.

Q: For students interested in crisis communication, what is one piece of advice you would give them?
A: The “rules” for crisis don’t differ as much as one might expect from most other types of PR, but things often happen faster. The best advice I can give is to come on Wednesday and ask questions. One other piece of advice: train yourself out of “writer’s block.” Writing is the one skill you can develop in school and apply to any situation in PR. Being able to write on command is crucial.

Q: When it comes to social media, what do you foresee its affect on the PR industry in the next five years?
A: Social media touches on so many different areas of an organization. Public relations is in the best position to take advantage of the changes in social media, but it requires an industry-wide approach. Don’t discount traditional media, but look at an integrated approach that blends traditional and digital into what is quickly becoming a “traditional” environment. Note that this is different from social media, which is also critically important. Social media is a little strange in that it is upsetting both marketing and PR, but ultimately I think PR will win out.

Q: What skills do you think students will need to embody when entering the post-graduate world?
A: Flexibility. Be ready to explore different areas with your career, and avoid getting locked into any one thing. That said, I also really want to see students pursuing their passions. At the end of the day, communications is a critical part of any industry and any effective organization. Look for the opportunity to pursue your passion using the skills you have acquired in school. Look for opportunities to continually learn and grow, but don’t lose sight of what makes you tick and what you want to do.

About Trevor Steele
Trevor came to Funk/Levis to help as a political strategist for the Lane Community College Bond campaign. His work to message, galvanize volunteers and implement outreach was an important part of the success of the campaign. Trevor returned to Funk/Levis in 2009 to help work with LTD in doing outreach to key influentials for the West Eugene EmX project. Trevor is heading up our Strategic Digital Communications department focusing on new media and social integration into branding campaigns.

Trevor graduated from Lewis & Clark College with a degree in political science and communications and from USC’s Annenberg School for Communication & Journalism with a Master of Arts in Strategic Public Relations. During his time in Los Angeles, Trevor was hired by the Milken Institute where he developed and ran the Institute’s social media program and developed new digital communication tactics.

Abbie Mulligan, President, serves as the chapter’s resource and mentor, for our members and the executive board. When she’s not in Allen Hall, you can find her helping to strengthen the university’s relationship within the community. Follow her on Twitter at @abbsmulligan.

October 6, 2014

Kick Off the Year with PRSSA

Join UO PRSSA at its first meeting of the year! Learn about our upcoming events as well as how to get involved and gain PR experience.

We’ll also be starting our series: “The Basics of PR.” Hear from a few professionals talk about the difference between in-house and agency life, ethics and leadership, advocacy PR, healthcare, and non-profit. Whether this is your first year on campus or you’re a seasoned senior, there’s something for everyone to take away.

Lastly, make sure to join us after the meeting at Pegasus Pizza! We hope to see you there!