Blog Archive

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Five Characteristics of Gen Z and How They are Changing PR

By Kate Miller

Breaking news: Most students attending college right now are not millennials, even though older people still categorize us as millennials. According to The Huffington Post, if you were born in 1995 or later you are part of “Gen Z.” Sorry to all of the thirty somethings who still want to relate to college kids. A “millennial” is a person who is or becomes a young adult in the year 2000.

Although many of us thought we were millennials up until recently, there are some key differences between us and “true millennials.”

  1. We are global.

Since our generation grew up with technology, Gen Zer’s relate closer with internet users across the world than the generations above. We are considered the first to be fully global: meaning we think, relate and interact with a global mindset. Ask yourself if you could go a week without your device or even a day? Huffington Post found 40 percent of Gen Z self-identifies as “digital device addicts.” This is contributing to the change in strategic marketing strategies across the board.

Think about how many TV ads Starbucks put out about the new unicorn frappuccino. I have yet to see one. There very well could be, but Starbucks is targeting “Gen-zennials” a Ketchum term for the cohort of 16-24 year olds in between generations. This Starbucks campaign is meant to be instagrammed.

We are a generation that has device dependency that leaves little time for TV consumption, and little interest for traditional advertising and news consumption causing brands to have to change their strategy. When marketing products, keep in mind that times have changed and Gen Z relates to diversity and responds to visuals. If you are starting a campaign, make sure to tailor it to social media and make sure it is sharable.

  1. We are individuals.

Generational hipsters were born social and started developing a brand for themselves from a young age. Myspace, Tumblr, Musically, Facebook, Snapchat, Instagram, Reddit, Weheartit, Vine etc.; 92 percent of Gen Z has a digital footprint. Local coffee shops, #exploregon and thrifting have become a generational norm. Gen Z looks for uniqueness in their brand and what they consume. They are focused on being different, embracing globalization and diversity.

Being unique is trendy. This is creating even more need for PR professionals to target messaging to specific groups due to the expansive individuality and diversity of this generation. Take a look at Lynda.com and Facebook blueprint. In order to strategically target Gen Z, it is becoming essential to understand your target market and to use paid media as an advantage for your brand.

  1. We are constantly multitasking.

Due to the constant speed of social media, especially on channels like Snapchat and Vine, Gen Z is developing a shorter attention span. There is an instant gratification expectation. We are reshaping the way PR professionals are setting up campaigns because when we are doing five things at once there is a lack of observation and attention to detail that PR professionals pride themselves in. It takes a visual appeal to grab the attention of a Gen Z. But this should not dismiss the work ethic of Gen Z and the way they are reshaping the classroom and workplace in PR.

Gen Z has created a shift within the work and play boundaries, multitasking is increasing productivity for offices, and making work environments more desirable due to the blurred lines. This requires PR professionals to step up their game and target audiences in a compelling and relatable way. When creating messaging keep it short and sweet because your messaging is getting read in between a scroll.

  1. We are self-starters.

Because Gen Z was immersed in technology growing up, they are thinking entrepreneurially. Gen Z likes independence, they are self-starters and 72 percent of teens in Gen Z desire to start their own business one day. A lot of what has shaped Gen Z is growing up in the recession in 2008 which is apparent in how much they value experiences and how frugal they are with their money.

Gen Z is not seeing the value in higher education like previous generations and employers are predicting more young adults go straight into the workforce. The cost versus gain to of school does not seem to be paying off in comparison to the loans Gen Zer’s will be paying off long after.

Gen Z values efficiency and knowledge is included. If there is a way for them to learn something in a more affordable, timely manner that is less traditional, they will most likely take that route. When targeting this audience taking an approach like Starbucks’ unicorn drink, five days only, for a drink most consumers wouldn’t traditionally purchase, not only makes Gen Z want to consume because of the uniqueness, but the limited time increases value for Gen Zer’s.

  1. We have high expectations.

Gen Z expects brands to be loyal to them instead of the other way around. They want to feel appreciated. If they do not feel valued and appreciated they will take their loyalty somewhere else. Because Gen Z has grown up in a culture of innovation and technological advancements, they now expect this level of innovation instead of being amazed by how incredibly advanced technology truly is. As a PR person, sharing the values of the brand and how much you value your customers through messaging is crucial.

Gen Z is changing the PR and marketing world dramatically, causing us to be more strategic and technological when running campaigns. As a Gen Zer, I am sure some of these findings are relatable. Keep in mind now more than ever the importance of targeting.

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Five Ways to Increase Press Coverage

By Erica Freeze

When you have finally finished a piece and it receives coverage, all you want to do is sigh with relief. However, just because an article has received some coverage doesn’t mean you should stop reaching for more. Proactively providing audiences with the latest news on your client, and showing them how your client’s goals align with theirs, can help you gain coverage for months after an article has been published. View these tips on how to gain more coverage:

Put it on the FRONT PAGE of the website
Did your client receive recognition for an outstanding product or an innovative idea? It is extremely important to promote this on the website, and have it be the first thing that prospective customers see. Make sure to reach out to the publisher so you can properly and legally use logos.

Share it on social media
Utilize all social media platforms that your client uses to promote the article, even on some that are less utilized for article sharing, such as Instagram. Also, making it more personal and asking upper management to share on their social will show how important increasing brand awareness and customer loyalty is to your client.

Syndicate Coverage
Does the press coverage include a link back to your client’s website? If so, then you can utilize content syndication to keep interaction up weeks or even months after the article has been published. Utilizing syndication networks will help more key publics’ view the news on your client’s key messages or products they have to offer. The purpose of this syndication is to increase brand awareness, and it will help.

Include the article in a newsletter
If your client has a wide email contact base, then utilize this to promote the press coverage. Attach a link to the article in the bottom of your client’s newsletter. Provide a summary on what the article covered and a small back story along with the link. Additionally, if someone in your contact base was featured in the story, make sure to include that person’s name in the newsletter to show the customers that the brand cares.

Include press coverage in email campaigns
Most organizations have email campaigns that feature the promotion of specific products or key messages each month to align with what target audiences want to see. If the press coverage features something that will align with target audiences, make sure to include the news article in your email campaign series. Customers want to see how products and key messages can help them solve problems and provide solutions.

Following these tips will help your client receive more brand awareness and customer loyalty. How will you utilize these tips for your next press coverage?

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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

 

 

 

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VR and PR: Ready or Not, Here it Comes

Talia Smith

The public relations (PR) field may involve more than press releases and social media in the near future. With virtual reality (VR) gearing up for a mainstream audience, brands are already starting to see VR’s potential for producing creative and innovative PR campaigns.

Donna Davis, Director of the Strategic Communication Master’s Program at University of Oregon, is researching the positive psychological effects of VR.

“I think the public relations industry can’t ignore what’s happening in VR and AR (augmented reality),” said Davis. “We’re moving to an experience economy where audiences, especially younger audiences, are demanding ways to engage with brands.”

At this point, VR is only viable to certain brands with the right budget but that could be changing rapidly as the price of VR technology continues to fall. Before you go out and buy an Oculus Rift headset, let’s see which brands are using VR technology successfully to create an effective PR strategy.

Toms
Toms is a shoe company with a one-for-one business model; for every pair of shoes sold, Toms donates a pair to a child in need in over 70 countries. Toms created a VR experience to let viewers see what it is like to deliver shoes to a school in Peru. We learn about the story of nine-year-old, Julio, who walks several miles to school every day on a dirt road. We are immersed into this giving trip as we see 360 degrees of the dirt road, the school, Julio’s house and more.

Why it worked
Toms facilitated organic empathy. While other media such as writing, photography and videography can certainly convey empathy to stakeholders, there is no comparison to actually experiencing what it is like to bring barefoot school children new shoes. Toms created a new path for VR as a philanthropic tool for nonprofits and charitable for-profit companies. Consumers can experience where their purchase or donation is making a positive impact.

Marriott
Marriott introduced VR as a game changer in the travel and hospitality sectors. Marriott representatives set up a VR experience outside of city hall in New York City to capture recently wed couples as they exited the courthouse, presumably to go on a honeymoon or to at least start planning one. Marriott created a VR experience allowing the brides and grooms to teleport from London to Hawaii while wearing a headset. The hotel company insinuated to the newlyweds that there is a Marriott wherever they choose to spend their honeymoon.

Why it worked
Virtual reality provides travelers the ability to experience a destination through a pair of goggles. It will be interesting to watch VR’s role in the travel industry as VR provides customers the ability to travel around the world without getting on a plane. Instead of choosing a hotel blindly, you can virtually step inside one and walk around. It is an experience given most justice in 360 degrees.

Boursin
This upscale soft cheese company used VR to take viewers on a roller coaster ride through a well-stocked refrigerator. In the perspective of being just a few inches tall, the virtual roller coaster ride zooms past packages of Boursin cheese and fresh ingredients. Consumers begin to catch on to the idea that Boursin belongs in a healthy, well-stocked refrigerator. Towards the end, the interactive adventure weaves around champagne bottles, signifying the soft cheese company is an elite snack.

Why it worked
Boursin was one of the firsts to pioneer a VR experience within food and beverage. The novelty of the video earned Boursin a Masters of Marketing award for its creative approach to promoting a product you might not initially associate as a perfect candidate for VR content.

As strategic storytellers, it is our job to determine which media platforms will best tell the story of a particular client and produce the best results. While we may not be the ones coding a VR script, we may be the ones drawing up a storyboard or writing the copy for your brand’s VR experience. Virtual reality is proving to be a fruitful option for customer engagement and virality.

“Increasingly agencies are looking at ways to build interactive content in VR that places their clients’ brands in the center of the experience,” said Davis. “Ready or not, it’s coming!”

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A Checkup with Healthcare PR

Erica Freeze

Have you considered a profession in the healthcare industry? Public relations is vital to promoting and improving the reputations of organizations in this sector. What makes healthcare unique is that it is constantly changing and evolving. Think you are ready for the challenge? Keep reading to learn more about this unique sector of public relations.

In a fast-paced industry such as healthcare, organizations need to have a voice in the marketplace. Healthcare is constantly evolving as new science and technology emerges, and it is important that organizations stand out. Healthcare companies can invest in a public relations partner, such as an agency, to create a communication strategy that positions the organization as an innovative leader while increasing demand. Healthcare providers may also have an in-house staff which manages communication between patients and the hospital itself.

Public relations practitioners in the healthcare field are responsible for managing many relationships ranging between the hospital, its clients, visitors and stakeholders. In-house practitioners may work in a variety of settings such as hospitals, nursing homes, rehabilitation facilities, health maintenance organizations (HMOs), psychiatric facilities and community health centers, according to the Health Careers Center. Those who work in an agency may take on a variety of clients who are in these fields. Practitioners in both fields act as guides for an organization and help in making important decisions regarding an organization’s communication strategy. Especially within the healthcare industry, there are many rules and regulations that constantly change and practitioners must communicate any changes with the client. They are also vital in providing recommendations and advice to the client.

Whether in house or at an agency, public relations professionals in the healthcare industry help tell the stories of groundbreaking research and new innovations to help put their clients name out. Healthcare providers create technology and medicines that can potentially improve quality of life all over the world. Healthcare public relations practitioners have many target audiences to remember, and must reach beyond communication between the organization and the client. Suppliers are very important because they must also have a desire to positively impact the health care system and wish to partner with your organization. Because of this, public relations employees in the healthcare industry must approach each target public differently.

Public relations is important in health care, where both patients and clients can feel vulnerable. As a practitioner in this sector, you will be working with your coworkers to ultimately develop  communication to help your publics feel safe and as though their time and money are being used to better society overall. Think this is interesting? Check out healthcare agencies or providers in areas that you want to work and start networking!

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What I Learned from Going to the Grammys

By Talia Smith

On the same premises where Adele broke her award in half, where Beyoncé’s performance slayed and where Bruno Mars paid tribute to Prince, I was fortunate enough to be behind the scenes learning about the role of a publicist.

In my last blog post, I talked about the lead-up to working the 59th Annual Grammy Awards with Sugar Mountain PR (SMPR). Five of our clients at SMPR were nominated for Grammys in the children’s category. Now that it’s all over, I thought I’d talk about what it was like being there.

I arrived at the L.A. Convention Center around 11 a.m. on Sunday, Feb. 12. The children’s category was announced during the pre-telecast which airs online in the afternoon. I was told to meet our clients on the red carpet, which I realized was harder to find than I thought, despite it being bright red.

Security guards stood by the entrance checking the credentials hanging around my neck. I gained access to three more checkpoints until I reached the last one where I was directed into a narrow tunnel of black curtains. When I popped out on the other side, I saw the red carpet being vacuumed and a large sign that read “Welcome to the Grammy Awards.”

I breathed a sigh of relief because I knew I was in the right spot. I indulged in a few selfies as I waited for SMPR owner, Beth Blenz-Clucas; publicist, KC Mancebo, and our clients to arrive. KC, who also represents acts like Dave Grohl and Coldplay, offered to let me shadow her for the day, since my boss, Beth, had tickets to the actual Grammy show.

When the nominated musicians arrived, we waited in line until the red carpet media tent opened. Beth and KC told me about their plan to pitch the media inside. Our pitching points were 1) we have access to all of the nominees in the children’s category, 2) they’re all independent artists, and 3) they’re friends.

When the entrance to the media tent opened, the artists and their teams poured in. To my left, I saw a sleek backdrop with the Grammy logo stretching the entire length of the tent. To my right, I saw barricades stretching the entire other side of the tent with journalists, photographers and media people standing behind. Beth and KC divided and conquered as they pitched the different outlets, securing interviews with Pop Sugar and Grammy.com. I was responsible for rounding up the artists and bringing them to the correct interview locations.

After the artists wrapped up their interviews and completed their photographed walk down the red carpet, the parade led to the Microsoft Theater where the Grammy winners were to be announced. Beth accompanied her clients into the theater while KC brought me to the publicist lounge.

The lounge had a large TV surrounded by tables and chairs occupied by publicists with their laptops open. After each winner was announced, different publicists would jump out of their chairs cheering for their client, receiving claps from others in the room as if to say, Congratulations! We all know how hard you worked to make this happen.

When it came time for the children’s category to be announced, KC and I moved to the table directly in front of the TV, staring intensely. The name of each nominated children’s artist was read followed by, “…and the Grammy goes to Secret Agent 23 Skidoo.” The hip-hop children’s group won. We saw the band accept their award and give a speech. KC informed me that they would be coming up the escalator to the lounge soon.

We greeted and congratulated the band when they arrived, then brought them to their photography studio, where the classic Grammy photos with the gray backdrop were taken, and then to the press room to answer questions.

As we all made it out of the press room, we were welcomed into the winner’s lounge. KC, Beth and I clinked a glass of champagne because our work for the day was over. Although I was finished for the day, I still stuck around to watch the major celebrities arrive on the red carpet that evening and watch the live show from the lounge.

The important role of a publicist became even more apparent to me. Beth and KC did not miss a beat when offering their clients instructions, advice and a plan to navigate the media on the red carpet and in the press room. To me, it seemed like publicists are the bridge that connects the talent to the media, making sure the interaction goes as smoothly and as advantageously as possible.

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Tips for Writing an Effective Email Pitch

By Erica Freeze

Every day journalists and bloggers receive too many emails to count. Many of these emails are from public relations practitioners across the country who are paid by their employers and clients to reach out to press and hopefully gain some coverage. Because of this mass influx of emails, many pitches are overlooked. This is because pitches received are often too lengthy, not professional or irrelevant to the writer. But believe it or not, there are ways to reach the press, and if you follow these tips you may be able to do so. Here are a few rules to follow for success:

Choose a target:

Choose an outlet that fits your client. For example, if you represent a small coffee shop, pitch to a blogger who explores coffee shops in your area. If you represent a larger company, strive to reach for larger news platforms. Make sure that the blogger or reporter you target tends to write about topics that relate to your client.

Do your research:

Whether pitching to a blogger or a reporter, make sure to read up on the writer’s previous posts or articles. Do this to create an understanding of their interests and the way they write. Think about how your story will help them extend their focus further. When pitching, let the receiver know how your story will fit with their expertise, and most importantly, how it will be of interest to that writer’s readers.

Personalize the email:

After gaining an understanding of the reporter or blogger you hope to utilize, personalize your email with their name and outlet. Writers appreciate emails that are personalized and correctly formatted because it shows that you as a public relations professional took the time to read their material and understand their background.

Pitch a short and precise story:

Address the reporter in your email, and then get straight to the point. Reporters do not have the time to read a lengthy email highlighting details about your company and how it ended up creating a certain product. Don’t pitch your company’s new product without explaining how this accomplishment is part of a larger story. Pitch to the writer how you think its readers will benefit from this new product. Format this information in a structure that is easy to read, with potentially bullet points. Then end with a reasonable and convenient way for the reporter to follow up. The reporter will quickly be able to decide whether he or she will cover your story, and with a massive amount of pitches coming in each day, shorter is better.
You may not always be able to reach the reporter of the blogger of your dreams, but if you follow these guidelines you may be able to reach some great story tellers. How will you use these tips to tell your client’s story?

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What I’ve Learned (So Far) From Going to the Grammys

By Talia Smith

If you follow me on Spotify, you might assume an eight-year-old stole my account password and has been streaming children’s music for the past year. I’m here to say it’s actually me who listens to artists such as Brady Rymer and the Little Band that Could, the Okee Dokee Brothers, Recess Monkey, Frances England and Secret Agent 23 Skidoo. While I do thoroughly enjoy their music, these artists are our five Grammy-nominated clients at Sugar Mountain PR.

Sugar Mountain PR (SMPR) is a Portland-based agency that promotes children’s entertainment. I have been doing freelance work for SMPR owner, Beth Blenz-Clucas, for more than a year now and am fortunate enough to be joining her PR team at the 59th Annual Grammy Awards in L.A. this weekend.

This all transpired in a sort of serendipitous way and I thought I’d share what I have learned so far in the lead-up to this event.

Don’t Underestimate Your Network

 I was introduced to SMPR in Portland through two connections from my hometown in New Jersey: my mom and Brady Rymer from Brady Rymer and the Little Band that Could. My mom discovered SMPR when she was trying to book Brady for an event a few years back.

I didn’t know Brady as the children’s musician; I knew him as the bassist for the band, From Good Homes. They have a large following on the East Coast and I grew up listening to their music. Without my mom or Brady, I wouldn’t have known to reach out to Beth at SMPR.

The lesson I learned from this is that sometimes the most rewarding connections are not obvious ones. I would have never thought that I would find PR work through my mom, who did not have a PR background or my favorite local band. Sometimes you have to dive deep into your third, fourth, maybe even 17th level networks.

Just Ask

Sugar Mountain was not seeking a freelance intern when I applied. I got the job because I asked. I was not originally invited to assist at the Grammys. I’m going because I asked. I learned you sometimes have to take it upon yourself to reach out and offer your services. I think of how many opportunities I might have passed up just because I didn’t ask. As Christopher McCandless said, “If you want something in life, just reach out and grab it.”

Go Along for the Experience and Leave Room to Be Pleasantly Surprised

When at first I asked Beth if I could assist her team at the Grammys, she said yes but made it clear that she couldn’t promise I would have a press pass to get on the red carpet. I was still eager to go because they needed someone to sell merchandise at the pre-Grammy concert featuring all five nominated children’s musicians. I also have family in the L.A. area who I could visit and stay with.

I knew there was a chance that I would not be involved in any of the red carpet Grammy events, but I still wanted to go along for the ride. I would either have the chance to visit my family and work a cool concert or I would get to visit my family, work a cool concert AND work the red carpet and media room at the Grammys on Sunday. I couldn’t go wrong with either outcome. As it turns out, I was pleasantly surprised to receive an email from the Recording Academy to learn my press pass was approved. Then I was able to wholeheartedly freak out and go shopping for a dress.

I’m telling my story to show that it snowballed from a humble start. I think a lot of opportunities have extraordinary potential when you learn to, “Just Say Hi,” as Brady Rymer would say.

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Effective Surveys in PR

By Erica Freeze

A public relations (PR) survey is more than just an investigation of a group of people. A PR survey often consists of exploring key publics to gain insight into their opinions or experiences with a certain brand or organization. The information obtained from surveys helps PR practitioners to create a successful plan to target key publics. Because of this, knowing how to create an effective survey is crucial to helping the brand you represent achieve its goals. Here are some quick tips for writing online surveys in the public relations realm:

1) Decide exactly what you want to know about your audience(s):

All practitioners who conduct a survey want their findings to be provoking and eye-opening. But to gain the best insight into your key audiences, you must cater your questions to understand the different individuals in your audience. Would you like to see the differences in education levels, gender, or employment status when it comes to the perception of your organization? Make a list of what you exactly want to discover from your findings, and hone in on the topic that you believe help you truly understand your audience. Decide exactly what you want to find out of the survey and keep it short.

2) Keep questions short and closed:

Keeping the questions on a survey short and concise will make the survey more desirable to respondents. This also helps you concentrate on the key objectives of the survey and will help to get the most accurate and honest results. Additionally, keeping the questions closed-ended, meaning you have to select from a certain group of answers, will make your job easier when it comes to calculating results. Open-ended questions without a selectable answer may be easier to craft, but harder for your audience to answer, as they have to think thoroughly about their answers.  Closed questions will generate the results you need.

3) Think outside yes-or-no questions:

A common mistake people make is writing yes-or-no questions. These questions often frustrate respondents because they cannot always give their honest opinion in their answers. Think of scales involving variation, such as: strongly favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or strongly unfavorable. These words can be interchanged with, for example, “agree or disagree” or “considerable.” Creating your survey in terms of scales will help you gain much more insight into your target audience and will provide you with much more information.

4) Take your own survey:

Take the survey you create and keep in mind how you react to the questions throughout the process. It is important to keep in mind respondent experience. Simple questions with multiple answer choices provide more points of view, which helps you to have more honest results. I once took a survey that asked respondents which music platform they would be, along with something to justify that answer. For example, one answer read “I am Spotify because I am adventurous and discover new things.” Questions such as this are confusing for respondents and also return minimal results.

If you need any additional help, it is always useful to search the internet for example surveys or successful surveys and see how they were constructed. How will you apply these tips to the next PR survey you create? Good luck!

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How to Create Portfolio-Worthy Samples without a Summer Internship

By Talia Smith

It’s the PR major’s dream to snag a big-name internship over the summer, plop it on your resume in the fall and have a dream job nailed down by the time your graduate; it doesn’t always work out that way. Some of us spend the summer taking classes, traveling or working. There’s nothing wrong with that, and in fact, there are still plenty of ways to keep building upon your résumé and portfolio if interning does not fit into your summer plans. Here are some options to consider:

Create Your Own Blog

Writing consistently over the summer is a great way to practice discipline. If you can give yourself deadlines to meet, then not only will you improve your writing but you will end up with at least one solid piece to add to a portfolio. Employers like to hear that you write for pleasure because it’s an indication writing is more than a just requirement but it’s also something you are passionate about.

A few summers ago, I wrote a travel blog when I took a cross-country trip. I mentioned it in a cover letter which was later brought up in an interview. Mentioning my travel blog opened up a conversation which would not have otherwise been brought up in an interview, and the more conversational you can make an interview the better!

Write Freelance

After creating a collection of samples from your blog, you can take your writing a step further and try freelance writing. There’s a bit more effort required for writing freelance, some trial, and error, but after all of the hard work you could end up with a published piece of writing that will hold weight in your portfolio.

First take a look at the writing opportunities offered on campus. There’s the Emerald, Spoon University, and Her Campus, to name a few. If you’re looking to make a little bit of cash, you could check out a freelance writing aggregator website which will post opportunities. If you have an idea for an article, you could approach a local publication and pitch them an idea. They might want you to write the story and often appreciate articles from a college student perspective.

Manage a Social Media Account

Do you have a family member with a small business? A friend who is an aspiring musician? Or are you a volunteer somewhere that is lacking an online presence? Offer to create or manage a social media account over the summer and see how many followers you can gain. Coordinating social media for someone will provide you with quantitative results to add to your resume and you can include the screen grabs in your portfolio. That’s a summer side hustle well spent!

Volunteer Design Skills

Do you have an eye for graphic design? There are plenty of nonprofits that could use your help designing flyers, brochures, posters, social media graphics and more. Whether you have access to Adobe InDesign or use the “freemium” design website, Canva, you can really make a difference to a local charity or fundraising event by offering your skills. At the end of the event, you’ll have a spread of pieces to add to your portfolio.

If an internship is not in the cards this summer, there are still plenty of opportunities to contribute to your portfolio and expand your resume.  Each of these suggestions requires self-initiative which future employers will appreciate. While you’re hitting the books, traveling abroad or working at the pool this summer, see if you can arrange one of these side projects to keep adding to your repertoire of communication skills.