I have bad news for every marketing and public relations student: having social media skills will not guarantee you a job, and unfortunately, it doesn’t make you special. I hope this isn’t news to you, but if it is, listen up.
According to Brain Walton, the editor-in-chief of GeekChicDaily, “Social media is shifting from a tool in an arsenal for your brand, to what has to be a primary component.” While this sounds good for would-be PR pros, the job as we know it is shifting from an understanding of social media tools into, as Walton describes it, “community management.”
The difference between the two is an understanding of the intricacies of the business you are representing. It’s impossible to be effective while tweeting in a vacuum. So solve the problem through research. How? Broaden the scope of your job well beyond simply tweeting or posting from an account. Turn it into something strategic that involves both on and offline content.
Speaking of strategic content, social media (and all of public relations in my opinion) works better when combined with an integrated marketing plan that expresses a unified message. Or at least that’s what B.J. Cook, the CEO and co-founder of Digital Operative, thinks. He says that, “Folks who want to specialize in social media need to get real and think about additional areas of marketing as well.” He emphasizes that professionals should, “Understand how social media integrates and plays with everything else.”
So what’s the solution for students? Become well rounded. Take classes outside your intended major. If you’re in PR, take advertising and marketing classes. Learn how to design websites and use creative tools like Adobe. If you are on the creative end, learn how to communicate better by supplementing your education with some strategic communications classes. Regardless of your major, cover your bases, and learn how everything connects. Doing so will help to make you more marketable come graduation.
All quotes and the theory behind this post come from an article written for Ragan.com. To view the original article click here.
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
Showing posts with label Jacob DeChant. Show all posts
Showing posts with label Jacob DeChant. Show all posts
Saturday, September 24, 2011
Sunday, August 28, 2011
Creating a Portfolio: What to include and why to include it
Recently I finished my internship with a local agency that specializes in hospitality PR. Being a smart and well-informed intern, I took the advice of Mark Ragan, CEO of Ragan.com. He recently published an article on the best things to do before you leave your internship, which included compiling all the writing and creative materials that you created and worked on over the summer. After having done this though, I wondered, “now what?”
I knew the answer was to create a portfolio that I could use for interviews to showcase the work that I am capable of producing. But how do I go about putting something like that together? Well, after a couple of weeks of research I found the foundation of the information I needed on the PRSSA website (click here to read the rest of their recommendations). PRSSA recommends including the following in your portfolio:
Additionally, Susan Balcom Walton wrote an article in January of 2008, entitled PR Portfolios: Putting your best work forward in the new year, that discusses how best to showcase the contents of your portfolio. Below are some of the highlights:
To read Walton’s entire article click here.
These are just some of the tips that I have picked up while creating my portfolio. What tips and tricks do you have? Let us know!
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
I knew the answer was to create a portfolio that I could use for interviews to showcase the work that I am capable of producing. But how do I go about putting something like that together? Well, after a couple of weeks of research I found the foundation of the information I needed on the PRSSA website (click here to read the rest of their recommendations). PRSSA recommends including the following in your portfolio:
- A copy of your resume
- Any licenses or certifications that you have acquired
- Evidence of specific skills (e.g. public speaking, leadership, writing)
- Work samples (e.g. class projects, items produced during internship or co-op experiences)
Additionally, Susan Balcom Walton wrote an article in January of 2008, entitled PR Portfolios: Putting your best work forward in the new year, that discusses how best to showcase the contents of your portfolio. Below are some of the highlights:
- Present samples in their original form as often as possible. For example, if you are showing a newspaper story, a clipping of the printed publication is best, not just an electronic version. Original pieces help the reviewer better understand how the document was actually used.
- Select your best pieces to include, not everything you’ve done. Avoid the temptation to use your lesser work as filler if the portfolio seems too lean.
- Proofread, proofread, proofread — then ask your roommate, mom, academic adviser or lab instructor to proofread it again. And did I mention the importance of proofreading?
- In addition to rigorous proofreading, check your tone as well. Ruthlessly review your own materials to ensure that you’ve achieved the right tone — and ask friends or teachers to help. Does the portfolio speak about your skills and not just about you? Is it confident but not arrogant? Is it an honest and reflective portrayal of what you’ve done?
- As you create your hard copy portfolio, keep a few samples handy in neat, organized electronic form as well. You never know when a faraway recruiter or account team may be considering a candidate and may need to look at some writing samples. Have some work that you can quickly e-mail if prospective employers ask.
- Above all, remember that this is portfolio creation — not scrapbooking. Avoid funky fonts, clever clip art and other frills.
To read Walton’s entire article click here.
These are just some of the tips that I have picked up while creating my portfolio. What tips and tricks do you have? Let us know!
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
Saturday, July 30, 2011
Sharing Outside the Box
When discussing the strategy and use of social media it’s easy to focus on the big three: Facebook, Twitter and YouTube. But sometimes when you want to reach a specific audience, it’s important to shake things up and look for something a little outside the box. That’s what Lotus Farm to Table, in Media, PA, has done by enlisting the help of the local Philadelphia Foodspotting group.
Foodspotting is a global network that allows people to share opinions and artistic viewpoints about food. It connects people to dishes, not just restaurants. Users in this network snap photos, usually with their mobile phones, and upload them onto the Foodspotting website in real time. There, anyone can peruse the latest dish and find inspiration for their next culinary adventure. Folks in Philadelphia have taken it one step further, creating a group that hosts monthly events called “eat-ups.”
That is where Lotus saw an opportunity. By contacting one of the groups leading members, the restaurant was able to work in conjunction with the group to host an eat-up in the restaurant. The eat-up, which was scheduled for July 28, encourages the group to come and taste the food and unique teas, and while they’re at it, snap a few photos of the restaurant. Lotus has nothing to lose, since the groups pay for their meals at these events.
Lotus is hoping to start a dialogue about their dishes through photos, attracting new dinners based on the visuals. By engaging with a lesser-known medium in a social exchange, the restaurant could spark something that has yet to be embraced on a mainstream level by other players in the restaurant industry.
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
Foodspotting is a global network that allows people to share opinions and artistic viewpoints about food. It connects people to dishes, not just restaurants. Users in this network snap photos, usually with their mobile phones, and upload them onto the Foodspotting website in real time. There, anyone can peruse the latest dish and find inspiration for their next culinary adventure. Folks in Philadelphia have taken it one step further, creating a group that hosts monthly events called “eat-ups.”
That is where Lotus saw an opportunity. By contacting one of the groups leading members, the restaurant was able to work in conjunction with the group to host an eat-up in the restaurant. The eat-up, which was scheduled for July 28, encourages the group to come and taste the food and unique teas, and while they’re at it, snap a few photos of the restaurant. Lotus has nothing to lose, since the groups pay for their meals at these events.
Lotus is hoping to start a dialogue about their dishes through photos, attracting new dinners based on the visuals. By engaging with a lesser-known medium in a social exchange, the restaurant could spark something that has yet to be embraced on a mainstream level by other players in the restaurant industry.
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
Sunday, June 26, 2011
When Does Who Become More Important Than What?
Apparently, it’s the moment a United States president uses social media.
In 2008, for the first time ever, the battle for the presidential election was waged and won by President Barack Obama through social media. This is not news. It happened roughly 4 years ago and was the topic of much conversation at the time. So much so, that now it is considered standard practice.
This is why I took interest in an article published by The New York Times entitled, “Obama Starts Tweeting for Himself”. I had always assumed that during the 2008 election the majority of the social media posts, especially on Twitter, were composed by a group of communications staffers, but I was surprised that Obama did not write a single tweet himself.
Well, that’s all changing. As of Father’s Day, Obama will start composing his own tweets. Or at least the ones signed, –BO. Here is what the president had to say in his inaugural tweet:
"Being a father is sometimes my hardest but always my most rewarding job. Happy Father’s Day to all the dads out there. –BO."
What does this mean for his upcoming campaign? Well, staffers are hoping it will help voters feel more connected to the president, and that messages sent directly from him will have a greater impact. Personally, I am hoping we will get to see a glimpse of the individual style that is Obama. But I haven’t decided if this matters to me as a voter.
As a communications student, I expect a team of communications professionals to meticulously write and rewrite every piece of information that we receive from the White House and the president. So I am not sure if this personal signature will mean that much. Personally, I kind of doubt it. But if the president can make people feel as if they have access to him, then it just might mean a whole heck of a lot.
What do you think about the situation? Will you feel more connected to the President if he types in his own tweets? Will this bring something new to the political table, giving the everyday voter access to the candidate?
To read the full article from The New York Times click here.
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
In 2008, for the first time ever, the battle for the presidential election was waged and won by President Barack Obama through social media. This is not news. It happened roughly 4 years ago and was the topic of much conversation at the time. So much so, that now it is considered standard practice.
This is why I took interest in an article published by The New York Times entitled, “Obama Starts Tweeting for Himself”. I had always assumed that during the 2008 election the majority of the social media posts, especially on Twitter, were composed by a group of communications staffers, but I was surprised that Obama did not write a single tweet himself.
Well, that’s all changing. As of Father’s Day, Obama will start composing his own tweets. Or at least the ones signed, –BO. Here is what the president had to say in his inaugural tweet:
"Being a father is sometimes my hardest but always my most rewarding job. Happy Father’s Day to all the dads out there. –BO."
What does this mean for his upcoming campaign? Well, staffers are hoping it will help voters feel more connected to the president, and that messages sent directly from him will have a greater impact. Personally, I am hoping we will get to see a glimpse of the individual style that is Obama. But I haven’t decided if this matters to me as a voter.
As a communications student, I expect a team of communications professionals to meticulously write and rewrite every piece of information that we receive from the White House and the president. So I am not sure if this personal signature will mean that much. Personally, I kind of doubt it. But if the president can make people feel as if they have access to him, then it just might mean a whole heck of a lot.
What do you think about the situation? Will you feel more connected to the President if he types in his own tweets? Will this bring something new to the political table, giving the everyday voter access to the candidate?
To read the full article from The New York Times click here.
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
Sunday, May 29, 2011
Rookie Mistakes
It didn’t take long for Mayor Rahm Emanuel’s 25-year-old press secretary to run into trouble with the media. Tarrah Cooper, a graduate from the University of Missouri’s journalism school, might be in a bit over her head, according to Chuck Goudie, the chief investigative reporter at ABC 7 News in Chicago.
Recently, Goudie posted a story about his first run-in with Cooper, who—in his opinion—failed to act professionally when he called to ask questions about a story he was investigating. Goudie said, “rather than simply answer the questions, Ms. Cooper stated that she wished to speak ‘off the record.’”
According to Goudie, Cooper also supplied him with misleading and false information. Deciding that he was going to comment on this unprofessional interaction, Goudie sent Cooper some basic questions about her background and position. Cooper again asked to speak off the record and has since ceased all communication. Here are some of the questions that Goudie asked:
• Is there a set of written guidelines or protocols that you are working from in dealing with reporters and news organizations?
• How involved is Mr. Emanuel in setting the tone for dealing with the press and in what manner? Does each story inquiry get run by him?
• What qualifies you to be press secretary for the mayor of the third-largest city?
• How much will you be paid?
• What are your career aspirations?
As a student in the public relations field it aggravates me to see this type of basic communication faux pas.
Cooper’s job as a public communications official is to communicate the actions and positions of the administration with the public. I think that Cooper should have been prepared to discuss the topic at hand with Goudie, or at the very least be prepared to find out the answers and then follow up with the correct position of the administration. Saying, “Let me get back to you” is always better than asking to speak about your opinion off the record.
As for failing to answer Goudie’s inquiry into Cooper herself: I think that she did more harm than good to herself by not answering the journalist’s questions. I believe that when acting as the face of a new administration, it is crucial to paint oneself as an honest, open and frank mouthpiece in order to be effective.
But I am left wondering: Does Tarrah Cooper, or for that matter any 25-year-old, posses the necessary communication skills that a press secretary position requires? What do you think, and how would you have handled Chuck Goudie in this situation?
To read the whole article by Chuck Goudie here at the Daily Herald, click here
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
Recently, Goudie posted a story about his first run-in with Cooper, who—in his opinion—failed to act professionally when he called to ask questions about a story he was investigating. Goudie said, “rather than simply answer the questions, Ms. Cooper stated that she wished to speak ‘off the record.’”
According to Goudie, Cooper also supplied him with misleading and false information. Deciding that he was going to comment on this unprofessional interaction, Goudie sent Cooper some basic questions about her background and position. Cooper again asked to speak off the record and has since ceased all communication. Here are some of the questions that Goudie asked:
• Is there a set of written guidelines or protocols that you are working from in dealing with reporters and news organizations?
• How involved is Mr. Emanuel in setting the tone for dealing with the press and in what manner? Does each story inquiry get run by him?
• What qualifies you to be press secretary for the mayor of the third-largest city?
• How much will you be paid?
• What are your career aspirations?
As a student in the public relations field it aggravates me to see this type of basic communication faux pas.
Cooper’s job as a public communications official is to communicate the actions and positions of the administration with the public. I think that Cooper should have been prepared to discuss the topic at hand with Goudie, or at the very least be prepared to find out the answers and then follow up with the correct position of the administration. Saying, “Let me get back to you” is always better than asking to speak about your opinion off the record.
As for failing to answer Goudie’s inquiry into Cooper herself: I think that she did more harm than good to herself by not answering the journalist’s questions. I believe that when acting as the face of a new administration, it is crucial to paint oneself as an honest, open and frank mouthpiece in order to be effective.
But I am left wondering: Does Tarrah Cooper, or for that matter any 25-year-old, posses the necessary communication skills that a press secretary position requires? What do you think, and how would you have handled Chuck Goudie in this situation?
To read the whole article by Chuck Goudie here at the Daily Herald, click here
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
Saturday, April 16, 2011
Corporate Twitter Meltdowns
With the ever-growing use of social media, it seems that companies big and small are falling victim to Twitter meltdowns. The most recent of these events occurred at the fashion house of Marc Jacobs. At around midnight on a Friday, the lone intern who was asked to man the Twitter account made a decision to tweet his frustrations with this assignment and attacked his employer through the corporate account on his last day of work.
Some of the tweets included the following:
“I was asked to do this until we found a replacement… I hate this job. Hope they find someone soon. Robert is so picky! We have presented him with 50 people. He’s not happy.”
“You guys and gals have no idea how difficult Robert is. I am only an intern. My last day is tomorrow. I wouldn't be tweeting this if not!”
“I can call him out! I'm out! Won't work in this town again! I know that! Learned a lot. But, I don't have the energy for what is expected!”
While eruptions of this nature are bound to occur, there are steps that can prevent this type of outburst. At PRowl Public Relations, whenever we implement social media in conjunction with our overall strategy, each tweet and message is carefully reviewed by an account executive to make sure it aligns with the goals of the campaign. While this eliminates errors from planned communications, I would recommend that some companies take this concept a step further by only giving trained employees or executives the ability to post. Doing so would help eliminate general access to an integral communication tool and would ultimately result in the protection of the brand.
For more information about the Twitter meltdown at Marc Jacobs, click here to read the article from Ragan’s PR Daily.
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
Some of the tweets included the following:
“I was asked to do this until we found a replacement… I hate this job. Hope they find someone soon. Robert is so picky! We have presented him with 50 people. He’s not happy.”
“You guys and gals have no idea how difficult Robert is. I am only an intern. My last day is tomorrow. I wouldn't be tweeting this if not!”
“I can call him out! I'm out! Won't work in this town again! I know that! Learned a lot. But, I don't have the energy for what is expected!”
While eruptions of this nature are bound to occur, there are steps that can prevent this type of outburst. At PRowl Public Relations, whenever we implement social media in conjunction with our overall strategy, each tweet and message is carefully reviewed by an account executive to make sure it aligns with the goals of the campaign. While this eliminates errors from planned communications, I would recommend that some companies take this concept a step further by only giving trained employees or executives the ability to post. Doing so would help eliminate general access to an integral communication tool and would ultimately result in the protection of the brand.
For more information about the Twitter meltdown at Marc Jacobs, click here to read the article from Ragan’s PR Daily.
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
Sunday, February 20, 2011
Social Media Week: “Defend the Tweet”
“There is something about a perfectly crafted tweet.” --JWT’s Chief Creative Innovation Officer, James Cooper
Recently I went to New York to attend Social Media Week--for free.
What I originally expected to be just another boring speaker series filled with out-of-touch professionals turned out to be one of the best networking and learning events I have experienced.
I observed a lively series of practitioner panels on topics like YouTube, Foursquare and Twitter and how to use them effectively in both personal and professional settings. The best part: every one of them got it!
From 50-year-old marketing veterans to 18-year-old entrepreneurs, everyone was there to learn and discuss how social media influences and changes us and our society. At one point in the evening, I found myself speaking with a marketing student at NYU, a director of digital strategy and a freelance website designer from Boston.
At the end of the day I attended the panel discussion for “Defend the Tweet.” The idea was to get five of the 25 most influential tweeters to literally defend their controversial tweets against a slew of questions and criticisms from the participating audience. Here are a few points I took away from the panel:
• Twitter is all about who you follow
• Twitter is a creative not restrictive outlet
• Information should come to you- the idea of destination web visits are over
Social Media Week is held biannually, every February and September, and is predominantly free thanks to corporate sponsorships. So if you are looking for more than just a humdrum networking event and want to move into a collaborative learning environment that welcomes new ideas and differing points of view, register to attend Social Media Week’s New York City event in September 2011.
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
Recently I went to New York to attend Social Media Week--for free.
What I originally expected to be just another boring speaker series filled with out-of-touch professionals turned out to be one of the best networking and learning events I have experienced.
I observed a lively series of practitioner panels on topics like YouTube, Foursquare and Twitter and how to use them effectively in both personal and professional settings. The best part: every one of them got it!
From 50-year-old marketing veterans to 18-year-old entrepreneurs, everyone was there to learn and discuss how social media influences and changes us and our society. At one point in the evening, I found myself speaking with a marketing student at NYU, a director of digital strategy and a freelance website designer from Boston.
At the end of the day I attended the panel discussion for “Defend the Tweet.” The idea was to get five of the 25 most influential tweeters to literally defend their controversial tweets against a slew of questions and criticisms from the participating audience. Here are a few points I took away from the panel:
• Twitter is all about who you follow
• Twitter is a creative not restrictive outlet
• Information should come to you- the idea of destination web visits are over
Social Media Week is held biannually, every February and September, and is predominantly free thanks to corporate sponsorships. So if you are looking for more than just a humdrum networking event and want to move into a collaborative learning environment that welcomes new ideas and differing points of view, register to attend Social Media Week’s New York City event in September 2011.
This guest blog was written by PRowl Public Relations staff member Jacob DeChant.
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