Advice from a Graduating Senior

By Erica Freeze

I am graduating in less than two weeks. As I continue to process this, I thought that I should end my UO PRSSA blog contributions with some advice for those who get to enjoy college for a bit longer.

The last few weeks of my senior year have felt like the series finale of a sitcom; you say tearful goodbyes to the dear friends you have made and start to reminisce on all of the good times throughout your college career. Your character development over time suddenly becomes apparent and you realize that this development in this environment is ending.

For those of you lucky enough to still be in college, or who are about to start, I remind you to keep your college friends close before they start their new lives elsewhere. Enjoy the fact that you are only a few blocks away from some of the greatest people you will ever meet. Take a class you enjoy and soak up as much knowledge as possible. Make a bucket list and go on adventures with your friends all over the state. Don’t be afraid to overuse the excuse, “I’m in college” while you can. And when you do have some free time, don’t be afraid to utilize the connections you have made to pursue a future career that interests and excites you.

The job search is a long and strenuous one. I am still on my search and rejection is not easy. But something that I am constantly reminded of is that everyone has a different path and you cannot compare yours to your peers. Being in the SOJC, this is extremely difficult as I compare myself to those who have had jobs lined up since the beginning of the year. I feel behind and as if I will never find a job. But at the end of the day, there is, believe it or not, some positivity to the job search. This search has helped me learn more about my passions and exactly what I want to do. Don’t be afraid to be a little selfish as you embark on the post-grad job search and journey. I have not had an easy spring term and have dealt with a lot of anxiety and stress about my future. But the thing is that it is MY future, no one else’s. Remember that it is your life, and if you want to move to New York and work long hours to survive, then go for it! Yes, I know that some parents may have reservations about where their children go, but a conversation about your future with them can be beneficial when you present them with all of the wonderful opportunities that there are for young college graduates. Don’t move to a big city just because all of your friends are. Don’t go to grad school because it’s what your parents want. Do what makes YOU happy and strive for that!

With all of that being said, in the craziness of senior year, make sure you take at least one moment to realize how beautiful and special life is at this moment in time. Sit back and smile when you have little responsibilities and time to grab brunch with your friends on a Friday morning or gather around a TV with a pizza on a Tuesday night. Take this moment to appreciate the life you are living. Although next year will be different, keep these memories close to get you through your post-grad years. Life is filled with ups and downs, but there are many great years ahead to look forward to.

To those of you graduating, congratulations to the Class of 2017. We did it! Good luck to you all, and to those still embarking on the wonderful journey that is college.

Why Brands Must Get Emotional

By Erica Freeze

“Branded content” is the term for when companies create their own content to attract interest and engage an audience and generate familiarity, in the effort to pull consumers towards the brand to convert them to customers. But promoting your brand to the masses in this way won’t satisfy them. When the same sorts of messages arise from similar brands and competitors, consumers catch on. This is where emotional appeal needs to come in to push your brand ahead of the competitors.

One campaign that took emotional appeal to the next level is Always’ “Like a Girl” campaign. This campaign was groundbreaking because it reached its predominantly female consumers through a completely different method. Feminine care products normally focus on selling women on more idealized versions of themselves. This campaign however, compares stereotypes about the athleticism of young girls. The advertisement shows the frustration and misconceptions behind the statement, “run like a girl” and channels it into a powerful message: women are capable and strong regardless of the stereotypes placed on them. This unique advertisement resonated with women across the globe and was a huge success. Adobe ranked “Like a Girl” the top digital campaign of the Super Bowl in 2015, based on an analysis of mentions on a variety of social networks and internet platforms.

Creating an emotional connection means targeting an underlying emotion that may not be immediately obvious. Generating an emotional response is as important as having the right message. A brand can evaluate the emotional response through social media monitoring. Social media monitoring can help a brand understand how audiences perceive their message. The way that people respond to social media posts can tell your brand what attitudes and ideals your audience holds.

According to Harvard Business Review, those who are ‘fully connected’ emotionally are 52% more valuable to brands than customers who are ‘highly satisfied.’ Connecting consumers through emotional appeal can increase their action towards the brand. Think about it, if you see a brand promoting something that you align with, something that you are passionate about, then that brand activates an emotional response from you and increases your loyalty towards that brand. Therefore, you will want to be connected to this brand, and purchase their products and take action to consume this brand. The customers who are impacted by a brand’s stories and messages ultimately become advocates, sharing the brand on social media or telling their friends about the great products the brand has to offer. This is exactly what the Always campaign did, and as stated before, it was hugely successful.

The best approach to this is to focus on the connection that you want. You want to be consistent and target a smaller demographic; a more specific niche than a wide range of customers. Conduct some research on this target audience, take some surveys, view their social media engagement, analyze the data you collect and then come up with the underlying motivators for their consuming habits. From this you can see which emotional triggers work best and which do not. You can utilize this data to make a campaign to perfectly target a specific audience and utilize this audience to promote your brand and increase brand loyalty.

UO PRSSA’s Top 20 Twitter Influencers

It started as a simple question to a professor: “Who should I be following on social to keep up to date on the industry and learn more about PR and media in general?” From there, it blossomed into an idea to compile a list of people and companies students in the SOJC should be following in order to learn outside of the classroom. Each account was chosen by professors in the SOJC (with a few bonuses added by myself) and includes a small blurb about why students should be following. In no particular order, these accounts will give students a diverse range of profiles so they can learn about the media climate, techniques to use and the wonderful, crazy world outside of Eugene.

Lydia Polgreen: @LydiaPolgreen

She is the editor-in-chief of The Huffington Post. She is believed to be the first woman of color to head a major news organization. She has an international perspective as a former foreign correspondent who grew up in Ghana. She was quick to adapt to digital news and is a prolific Twitter user. She’s working to reenergize a newsroom that had previously had only one editor—Arianna Huffington, the organization’s founder.

Fast Company: @FastCompany

Originally a monthly magazine, now a popular news website, Fast Company focuses on business, technology, and design. Fast Company operates as a network of websites online that focus on a variety of issues from the environment to the economy. Students should follow if they are considering entrepreneurship in their future.

Recommended by Public Relations Professor Kelli Matthews

Brian Stelter: @BrianStelter

He is the host of CNN’s @ReliableSources and is a senior media correspondent. Students should be following him because he will help them to understand the latest developments in modern media. He is especially knowledgeable about media coverage of the political landscape.

Recommended by Journalism Professor Damian Radcliffe

Kelli Matthews: @KelliMatthews

She is a PR professor at the SOJC, but is known nationally for her social media know-how. “She’s the first person I thought of in terms of Twitter importance. I’ve learned so much from her.”

Recommended by Public Relations Professor Dean Mundy

Gini Dietrich: @ginidietrich

Gini Dietrich is the founder and CEO of Arment Dietrich. She is very involved in the PR world and has authored books and blogs on the subject of digital marketing communications. She operates “Spin Sucks,” which students should also follow.

Recommended by Public Relations Professor Kelli Matthews

Salena Zito: @SalenaZito

She writes for The New York Post and The Washington Examiner. She accurately predicted that Donald Trump would win Pennsylvania when no one else did. She is now a commentator for CNN. She lives just outside of Pittsburgh, Pennsylvania, which takes her out of the bubble that tends to envelop media based in New York and D.C. “I’ve found her reporting and perspective highly valuable over this year.”

First Draft News: @firstdraftnews

The account is for a non-profit working on solutions to challenges with trust and truth in news. Following will teach students about social media reporting, verification tips and case studies.

Recommended by Journalism Professor Damian Radcliffe

Arik Hanson: @arikhanson

Arik Hanson is the head of ACH Communications. He focuses on a blend of digital and traditional PR through multiple marketing channels. He has been in the communications industry for more than 20 years and has worked with Fortune 500 companies as well as small boutiques. Students should follow him to learn about theory and different parts of the industry.

Recommended by Public Relations Professor Kelli Matthews

Karen Freberg, Ph.D: @kfreberg

She is from Louisville. She’s amazing and provides a ton of great information on Twitter. I’ve learned so much from her.

Recommended by Public Relations Professor Dean Mundy

Spin Sucks: @SpinSucks

Founded by Gini Dietrich, Spin Sucks intends to “change the perception people have the PR industry.” Tweets focus on how to use PR without becoming a “shark” and to be respected in the industry.

Recommended by Public Relations Professor Kelli Matthews

Margaret Sullivan: @Sulliview

She’s a columnist for The Washington Post and former public editor for The New York Times. She is one of the sharpest media analysts working today. She tweets links to her own work as well as other noteworthy links and engages with followers. “I don’t miss anything [she] writes.” She’s an important figure as the media learns how to handle the Trump administration. “An essential follow for any student who wants to be an engaged citizen of the world. I don’t say that lightly.”

Recommended by Journalism Professor Lori Shontz

News Whip: @NewsWhip

The account offers news, trends and insights from the world’s most advanced content intelligence platform. It has great data on social, including analysis of campaigns, platforms, publishers etc.

Recommended by Journalism Professor Damian Radcliffe

Corey duBrowa: @coreydu

He is a University of Oregon alum and the current VP of Communication for Starbucks. He’s great on Twitter. He not only represents Starbucks well, but has a great Twitter personality overall.

Recommended by Public Relations Professor Dean Mundy

PR Daily: @PRDaily

Advertised as, “your one-stop shop for news on PR, marketing, social media & more,” PR Daily has everything and anything a PR major would need to know about the industry. It is important for students to stay updated on what is occurring on a daily basis in order to stay current in an ever-changing market.

Recommended by Public Relations Professor Kelli Matthews

Jay Rosen: @jayrosen_nyu

He’s a journalism professor at New York University. He is one of the smartest media analysts and critics working today. He tweets links to his own work and shares other noteworthy links. He engages with followers on Twitter and his blog. “I don’t miss anything he writes.” He is an important press figure in the media in terms of politics. “Essential readings for students who want to be engaged citizens of the world.”

Recommended by Journalism Professor Lori Shontz

Bulldog Reporter: @BulldogReporter

“Bulldog Reporter serves PR professionals by delivering industry news, opinion and analysis.” Students should be following because the account is produced by PR professionals for PR professionals and will help students establish career techniques and principles that they will be able to take with them when they enter the job market post-undergrad.

Recommended by Public Relations Professor Kelli Matthews

Tina McCorkindale: @tmccorkindale

She is the President and CEO of the Institute for PR. She is an amazing leader (and all-around amazing person), great Twitter personality and provides a ton of great resources that bridges academics and practitioners. She was the PRSSA national adviser. (I’d also recommend following the Institute for PR. It is a great organization with many resources.)

Recommended by Public Relations Professor Dean Mundy

Pew Research Center: @pewresearch

Data. Data. Data. PR is based on results in so many ways. By following Pew Research Center, students can learn about data and analysis on “issues, attitudes and trends” in the U.S.  Following will help students stay up to date on the latest trends. 

Recommended by Public Relations Professor Kelli Matthews

Juan-Carlos Molleda: @GlobalPRMolleda

Students should be following the Dean of the School of Journalism and Communication for a multitude of reasons:

1) To learn more about the happenings at UO and #LifeAsAJStudent.

2) To learn about the PR industry as Dean Molleda has years of experience working professionally.

3) To get a more global perspective from a very worldly person.

University of Oregon PRSSA: @UOPRSSA

Follow the University of Oregon chapter of the Public Relations Student Society of America in order to stay up to date on our events and meetings and gain firsthand experience networking with local professionals. Engage in our workshops and learn about navigating the SOJC!

Recommended by author/PRSSA member Jillian Niedermeyer

 

 

 

Q&A with Jen Eisenmann

Jen Eisenmann is a University of Oregon SOJC alumna who works as a social media and event production intern for the San Francisco Giants. During her time at the SOJC, she worked as a digital strategist for the University of Oregon Athletic Department and an account supervisor for Allen Hall Public Relations. Below she discusses her experience in the professional world.

Q: What are you responsible for as the San Francisco Giants’ Social Media and Event Production Intern?
A: My responsibilities change depending whether the team is home or away. When the team is home, I help with day-of responsibilities. This changes depending on what is going on at the park. Usually I am responsible for updating our Snapchat, gathering content for Facebook and Twitter, preparing a Run of Show for our social media center, the @Cafe. Since my job also includes event production I will help with any special events going on in the park that day. This can include bringing different groups onto the field for on-field performances, coordinating National Anthems and helping with events around the park. When the team is away, my days are more of the classic 9-5, I have planning meetings and prepare for the next homestand.

Q: How did you get to where you are today?
A: I started working in social media through an internship with The Duck Store. I randomly applied the summer after my sophomore year and ending up getting it. About 6 months after that, the Quack Cave asked if I would like to join their team. After working there the whole summer I was asked to be the lead for football. I tweeted for every home and away football game during the 2013 season. When football ended I took a little break until baseball season started and began tweeting for Oregon Baseball. I was graduating a term early and decided to start applying for jobs in late-January. In mid-February I got a call from the Giants for an interview. After three rounds of phone interviews they called to let me know I had the job. In late March, I moved to San Francisco and started working for the Giants during their preseason games.

Q: Is there anything you wish you had learned or a skill you wish you had spent more time honing during your time in school?
A: I wish I would have taken a CIS class. So many social media jobs these days ask for you to have some experience with HTML coding and I have absolutely no background there. I also wish I would have taken one or two more design classes, just to be more confident in my abilities on Illustrator and InDesign.

Q: What is the most needed skill in your job and why?
A: I think the most important skill for someone who wants to work in sports is flexibility. Things change every single day and it can seem like nothing is going right, but you have to keep going because the game still has to start on-time. I think you need to be ready for really bad days and really good days. You can’t let little mistakes get to you and you really just have to be prepared for whatever gets thrown your way.

Q: What advice do you have for a student seeking a job in PR?
A: Apply for everything and be ready for anything. Everyone says it’s all about who you know; I knew no one at the Giants when I applied for the job here. I was hired because of what I knew. So if you think you are qualified for something and want a certain job, go for it. Don’t discredit what you know.

Be sure to attend our meeting at 6 p.m. tomorrow night in Allen 141 to hear from Jen Eisenmann as she shares her insight with us!

NicolaHylandHeadshot-croppedNicola 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_.

 

Q&A with Trevor Steele

trevor2Are 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_Outside2-cropped 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.

6 Things You Missed at 6

Didn’t make it to our meeting last night? We talked with a panel of professionals, including Ian Bragg of CMD and PRSA New Pros and Matt Hollander and Taylor Robertson from Vox PR. Here are six things we learned from them:

Pitching is a big deal. Taylor Robertson said that was the thing that shocked him the most when he started his first job out of college. His advice? You just have to pick up the phone and do it. Be direct and target the reporter who fits the story best rather than “blanketing” the pitch by contacting every reporter you can think of.

Knowing how to use social media isn’t enough. You have to be comfortable talking about the analytics behind your efforts on social media in order to show the value of what you’re doing.

Network constantly – it really is all about who you know. Companies hire internally first, followed by the people they know. Job postings are always a last resort and they’d rather not comb through a trillion resumes. Graduating in the spring? Start doing informational interviews now.

Network even while you have a job. One of the fastest ways of advancing is hopping from agency to agency. Most people only stay in an agency for 2-3 years.

Between an unpaid internship and no internship, take the unpaid one. You’ll be able to parlay that into work soon enough and the experience will be worth it. However, you should never stay in an unpaid internship for more than three months.

The working at a small, local agency: At smaller agencies, you can get your hands on a lot of different projects in your first year. By having to wear multiple different hats, you can find out what you ultimately want to do.

Make sure to join us for our next meeting on November 5 where we’ll be talking with Funk/Levis’ digital strategist Trevor Steele about integrating digital new media into campaigns.

DSC_0093Hannah 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.