One of the most common and widely accepted approaches for evaluating the effectiveness of communication-based activities focuses on measuring the three “Os”: outputs, outtakes and outcomes.
Measuring the effectiveness of your public awareness activities is not an exact science. However, if you build a program that measures your efforts (outputs), stakeholder awareness and knowledge (outtakes) and key stakeholder behaviors (outcomes) you can determine which elements of your program are effectively impacting behaviors and influencing attitudes.
Outputs, Outtakes and Outcomes connect the dots between communication-based activities in your tactical plan and the impact they have on behaviors and attitudes that result in safer pipelines.
Outputs are the actions you take to communicate messages to stakeholders. Tracking your
outputs should be one of the first measurement activities that you implement and can be done
using a paper-based or electronic database method. Examples of outputs include:
• Brochures or other direct mail
• Press releases
• Face-to-face meetings
• Social media posts
Measuring outputs allows you to document the opportunities that key stakeholders have to see (or hear) your messages and to analyze the frequency and mix of communication vehicles used to deliver these messages.
Outtakes are knowledge, attitudes, opinions and levels of confidence. Outtakes also include the self-expressed likelihood of an action or behavior. Samples of outtakes include:
• Percentage of affected public that recognize the problem or issue
• Percentage of affected public who correctly answer knowledge questions
• Basically, the takeaways from the experience
Measuring outtakes helps you determine the effectiveness of your tactical plan. Techniques for
measuring outtakes include surveys, in-depth interviews as well as focus groups.
Outcomes are stakeholder actions and behaviors.
Measuring outcomes is the holy grail of understanding the effectiveness of your public awareness program. Sample techniques for measuring outtakes include analyzing behaviors, field research and surveys.
How do you utilize the three "Os" within your measurement evaluation? We want to know!
Showing posts with label Kaitlyn Sutton. Show all posts
Showing posts with label Kaitlyn Sutton. Show all posts
Friday, May 2, 2014
Friday, April 25, 2014
Welcome to the 2014-2015 Executive Board!
It is hard to believe that this year is coming to an end. Over the past two semesters, I have watched the firm grow into something spectacular. There have been ups, and there have been downs but I wouldn't have it any other way. This year's e-board has been there through it all with me and has truly shaped me into the leader I am today.
After reviewing various applications and an intense interview process, next year's board has been chosen. PRowl PR's executive board will be made up of 7 amazing aspiring PR pros next year. I have no doubt I am leaving the firm in more than capable hands and I cannot wait to see what they do next year! Meet our 2014-2015 Executive Board:
Amber Burns, Firm Director (bottom middle)
Alyssa Guckin, Assistant Firm Director (top middle)
Jaime Martorana, Assistant Firm Director (not pictured)
Jordan Washington, Assistant Firm Director (top right)
Kaylie Corallo, Director of Public Relations (bottom right)
Faiz Mandviwalla, Director of Finance (bottom left)
Maggie Wurst, Secretary (top left)
Good luck to all of you on this amazing journey full of learning & leading!
After reviewing various applications and an intense interview process, next year's board has been chosen. PRowl PR's executive board will be made up of 7 amazing aspiring PR pros next year. I have no doubt I am leaving the firm in more than capable hands and I cannot wait to see what they do next year! Meet our 2014-2015 Executive Board:
Amber Burns, Firm Director (bottom middle)
Alyssa Guckin, Assistant Firm Director (top middle)
Jaime Martorana, Assistant Firm Director (not pictured)
Jordan Washington, Assistant Firm Director (top right)
Kaylie Corallo, Director of Public Relations (bottom right)
Faiz Mandviwalla, Director of Finance (bottom left)
Maggie Wurst, Secretary (top left)
Good luck to all of you on this amazing journey full of learning & leading!
Friday, April 18, 2014
A New Twitter Is Coming!
This Tuesday, Twitter will be rolling out a new design for profile pages. If you are a Twitter addict like me, you may agree that the additions seem to be quite useful. Among the new features are the following:
Best Tweets: Tweets that have received more engagement will appear slightly larger, so your best content is easy to find.
Pinned Tweet: Pin one of your tweets to the top of your page, so it’s easy for your followers to see what you’re all about. Most of your followers won’t visit your personal page often, but when they do it’s nice to be able to control what they see first. Maybe that means pinning your top story at the time if you’re a newspaper, or pinning a feature you’re particularly proud of if you’re an individual journalist. It’s a new way to make sure visitors to your page see something useful right away.
Filtered Tweets: Now you can choose which timeline to view when checking out other profiles. Select from these options: tweets, tweets with photos/videos, or tweets and replies.
How will you use the new Twitter features? We want to know!
Best Tweets: Tweets that have received more engagement will appear slightly larger, so your best content is easy to find.
Pinned Tweet: Pin one of your tweets to the top of your page, so it’s easy for your followers to see what you’re all about. Most of your followers won’t visit your personal page often, but when they do it’s nice to be able to control what they see first. Maybe that means pinning your top story at the time if you’re a newspaper, or pinning a feature you’re particularly proud of if you’re an individual journalist. It’s a new way to make sure visitors to your page see something useful right away.
Filtered Tweets: Now you can choose which timeline to view when checking out other profiles. Select from these options: tweets, tweets with photos/videos, or tweets and replies.
How will you use the new Twitter features? We want to know!
Friday, April 11, 2014
Say 'Yes' to the... First Job Offer?
As graduation looms, the class of 2014, along with myself, have been anxiously awaiting that "first job" offer. When that offer letter finally arrives, however, the stress and anxiety sets in. You ask yourself, "Is this the right decision?" Or, "Will I be happy at this company?" A whole series of questions and emotions will overcome you as you set out to make this life-changing decision.
In a recent article, Heather Huhman, a Gen Y Career Expert, outlined some tips for considering your first job offer. If you've recently received a job offer or are anticipating one, these are great things to keep in mind:
1. Determine whether the job fulfills your immediate needs.
Before accepting any offer, make sure it fulfills your immediate needs. To determine whether the position is a good fit, ask yourself questions such as "Why should I accept this job offer?" or "Does the job meet my career goals?"
To help your decision, make a list of your personal and professional needs. Outline everything you desire out of your first job -- from the type of lifestyle to specific benefits/perks to your goals, and everything in between.
2. Find out as much as you can about your potential boss.
A huge determinant of whether you’ll like your first job depends on your boss. This is why it's a good idea to learn about your potential boss before accepting the job offer.
Make a list of qualities you look for in a boss. These can be characteristics ranging from management styles to personal values. Do I prefer a supervisor who values flexibility? Do I want to avoid bosses who micromanage? Asking yourself these types of questions can get you thinking about the type of person for whom you want to work.
After creating a list of what you're looking for in a boss, research what the boss at this potential position is like. If the qualities aren't lining up (especially the most important ones), this could be a red flag.
3. Consider the big picture.
What do you want to accomplish in the upcoming year? Where do you see yourself five years down the road? As you look at the big picture and what you want to accomplish, determine if this position will help you get there.
For example, if you picture yourself moving up in a company, you'll want to make sure the company provides opportunities for growth -- and approximately how long it should take you to reach each stage.
4. Make sure every detail is crystal clear.
As you review your job offer, make sure every detail is clearly outlined in writing. (An offer isn't an offer unless it's in writing.) Ensure you are promised everything the employer told you during the interview. If something is unclear to you, ask the employer for clarification.
The job offer should clearly outline details regarding your schedule, compensation, and various benefits, including vacation and healthcare plans. You should also look out for extras such as contracts or buy outs. Some employers want to lock in their new hires for a specific period of time. If that's something you're not interested in, definitely reconsider the offer.
5. Don’t make your decision on the spot.
Although you deserve some time to think, most employers give candidates 24-48 hours to make a decision. In other words, you should be prepared to make a decision fairly quickly or risk losing the offer altogether.
If you feel like you're struggling with your decision, ask the employer if they can give you an extra day or two to decide. This would give you more time to weigh your options and talk to a friend or mentor to help you make an informed decision.
As you continue to think about your first job offer, make sure you're aware of your needs, as well as any warning signs. Every offer should be in writing and clearly explain the agreement. Accepting your first job is a huge milestone, and you want to make sure you make the best decision for your career.
What tips do you have for accepting your first job offer?
Friday, April 4, 2014
The Ethics of PR and Social Media
The discussion of ethics never fails to emerge in one of my
courses at least once a semester. This semester, it was brought up in my Social
Media course, which is a special topics class within the public relations track
here at Temple University. This course is designed to provide an understanding
of social networks and basic proficiency in the use of social media in public
relations, reputation management and competitive messaging. With this in mind,
it is no surprise the ethics conversation was bound to come up.
The ethics of PR discussion, though seemingly a common sense
conversation, is vital to be a successful public relations professional. Here
are the top six, easy to remember ethical standards every PR pro should live up
to, especially when it comes to social media management work
- Honesty: This is a no brainer. Being honest means not exaggerating an opponent’s or competitor’s weaknesses, only forwarding (or from a social media standpoint, “retweeting or sharing”) information that has been verified, and choosing to not spread rumors or falsehoods.
- Transparency: We have all heard of incidents in which an employee poses as a “customer” on a site like Yelp! and writes a rave review of their own company. Don’t do it. Be transparent and you will have real customers speaking your praises for you.
- Respect: Always avoid stooping down to aggression or nastiness. Do not use you company’s Twitter account to bash another company of product. People love spreading drama.
- Privacy: Be sure to respect the privacy of your company when you are on a public platform.
- Relevance: Do not change the subject when dealing with an irate customer leaving snide comments on your company’s Facebook page. Be sure to answer the question or concern at hand and engage the consumer.
- Responsibility: To put it simply, always take responsibility. Never delete a tweet or try to hide a mistake. Address it and take action for or against it.
Friday, March 28, 2014
Tech Giants Let NSA Collect User Data
In a world where technology is king and data leak scandals are prevalent, we never truly know who could potentially collect our user data. We blindly put our trust into technology companies, whose privacy policies that we never actually read, without skipping a beat.
That is why it should be no surprise that tech giants like Google, Microsoft, Apple and Yahoo knew of the existence of the Internet surveillance program PRISM. According to the NSA's top lawyer, quoted in a recent Mashable article, these companies complied with the government order however they just didn't know it was called that. This revelation comes after months of repeated — and very similar —denials by the tech companies.
As it turned out, the NSA can't just press a button and read a target's emails. The NSA has to get a Section 702 order (which refers to the part of the law which serves as its legal basis) and then the companies comply with it, delivering the data in different ways.
To put this is a PR perspective, it’s a disturbing thought that something you post for a client on Facebook or something you search for on Google while at work could cause three SUVs to materialize in your front yard while six plainclothes police officers fan out to case the joint and ask you a few questions. Sensitive client information should only be used while in private web browsing mode.
What is your opinion on this recent government scandal? We want to know!
That is why it should be no surprise that tech giants like Google, Microsoft, Apple and Yahoo knew of the existence of the Internet surveillance program PRISM. According to the NSA's top lawyer, quoted in a recent Mashable article, these companies complied with the government order however they just didn't know it was called that. This revelation comes after months of repeated — and very similar —denials by the tech companies.
As it turned out, the NSA can't just press a button and read a target's emails. The NSA has to get a Section 702 order (which refers to the part of the law which serves as its legal basis) and then the companies comply with it, delivering the data in different ways.
To put this is a PR perspective, it’s a disturbing thought that something you post for a client on Facebook or something you search for on Google while at work could cause three SUVs to materialize in your front yard while six plainclothes police officers fan out to case the joint and ask you a few questions. Sensitive client information should only be used while in private web browsing mode.
What is your opinion on this recent government scandal? We want to know!
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Friday, March 7, 2014
Ways to Improve Your Internal Communication
Public relations is the art and the science of communications. Everyday PR pros communicate in many ways to many people; yet, a forgotten aspect of this thing we call “our life’s work” is internal communications.
As a current corporate communications intern at Aramark Corporation, I have discovered just how closely internal communication is tied to everyday PR work within a corporate environment. However, focusing on internal communication should not be limited to just corporate PR. How can an agency or help its clients if they aren't teaching that account team to speak to one another, share the brand, discuss improvements or simply brainstorm together? How can a non-profit get their message out externally if they aren't on the same page internally? The key to these questions is to shift the attention to how your organization is communicating internally before the focus is put on external communication.
Here are 5 tips to enhance better internal communications within your organization:
1. Silence is not Always Golden.
Have you ever noticed the places people don’t enjoy working are the ones where the minions don’t have a voice? Open and transparent communication is appreciated because everyone has been blessed with a brain full of ideas. Encourage senior management and executive leadership teams to listen to those ideas.
2. Get Straight to the Point.
Employees who enjoy their work crave one thing, almost above all, direction. With clear direction, they understand what to do to earn brownie points. Stress direction and watch movement happen.
3. Aspire to Inspire.
Many employers don’t like to think outside the box, draw outside the lines or dare try something different. Employees want inspiration. They want to see their managers, directors and executive leaders doing something that can bring about change. Want a team to follow you? Inspire them to do something differently and with purpose.
4. Create a Company Voice.
Anyone in HR or internal communications will tell you the chief reason for gossip in the workplace is ignorance. Most employees don’t really know what’s going on, so they tend to gossip and complain. A monthly or bi-weekly newsletter would suffice. Let them be heard by listening and then acting.
5. Lead by Example.
Bosses “boss.” Leaders “lead.” Words only mean so much. Without action behind those words, employees will follow.
As a current corporate communications intern at Aramark Corporation, I have discovered just how closely internal communication is tied to everyday PR work within a corporate environment. However, focusing on internal communication should not be limited to just corporate PR. How can an agency or help its clients if they aren't teaching that account team to speak to one another, share the brand, discuss improvements or simply brainstorm together? How can a non-profit get their message out externally if they aren't on the same page internally? The key to these questions is to shift the attention to how your organization is communicating internally before the focus is put on external communication.
Here are 5 tips to enhance better internal communications within your organization:
1. Silence is not Always Golden.
Have you ever noticed the places people don’t enjoy working are the ones where the minions don’t have a voice? Open and transparent communication is appreciated because everyone has been blessed with a brain full of ideas. Encourage senior management and executive leadership teams to listen to those ideas.
2. Get Straight to the Point.
Employees who enjoy their work crave one thing, almost above all, direction. With clear direction, they understand what to do to earn brownie points. Stress direction and watch movement happen.
3. Aspire to Inspire.
Many employers don’t like to think outside the box, draw outside the lines or dare try something different. Employees want inspiration. They want to see their managers, directors and executive leaders doing something that can bring about change. Want a team to follow you? Inspire them to do something differently and with purpose.
4. Create a Company Voice.
Anyone in HR or internal communications will tell you the chief reason for gossip in the workplace is ignorance. Most employees don’t really know what’s going on, so they tend to gossip and complain. A monthly or bi-weekly newsletter would suffice. Let them be heard by listening and then acting.
5. Lead by Example.
Bosses “boss.” Leaders “lead.” Words only mean so much. Without action behind those words, employees will follow.
Friday, February 21, 2014
Live-Tweeting Tips
With a few national and regional conferences under my belt, I have truly embraced live-tweeting. It is a really easy way to generate meaningful content for your Twitter account - if it is done well.
Be sure to keep the following tips in mind, provided by this PR Daily article, to ensure you are adding value to the conversation and remember to have a charger handy because live-tweeting definitely drains a smartphone's battery!
1. Use the event hashtag
If there isn’t an event hashtag, make one up. Just keep it short, because every character counts. Using a hashtag will group all your tweets, enabling people searching for the event hashtag (or the hashtag you think up) to find them. It also makes it clear to your followers that you are tweeting about a certain event , not just spouting off random sound bites.
2. Tag speakers and companies in your tweets
This will not only make your presence known to those participating, but will also increase your chances of being retweeted.
3. Engage with other live-tweeters
Use the hashtag to search for others who are tweeting and start a conversation. From there, you can always ask to take the conversation offline.
4. Don’t tweet too much
You will overwhelm your regular followers who will not appreciate a barrage of out-of-context tweets. Though there is no ideal number of tweets, you should decide where the balance lies between over-dominating the conversation and not contributing enough.
5. Take pictures, and incorporate them into your tweets
Tweets with pictures are 94 percent more likely to be retweeted, according to Social News Daily, so use that camera.
Friday, February 14, 2014
Event Recap: Stockton PRSSA’s #CommIn14
This past weekend I had the chance to connect with The Richard Stockton College of New Jersey’s chapter of PRSSA while attending their networking event, Communication Innovation 2014: A Puzzle Piece To Your Future. I first met Stockton PRSSA President, Siera Smith, at the PRSSA National Conference this past October. I was so excited to see what this new chapter had in store for their inaugural event.
The event began with opening remarks from Siera as well as Stockton College President, Dr. Herman Saatkamp. Shortly after lunch, keynote speaker, Jessica Levin took the stage. Jessica Levin, MBC, CMP, CAE is the president and chief connector of Seven Degrees Communication, LLC. Her lecture primarily focused on the newest ways to communicate in our digital world. Here are some key points I took away from her lecture:
1. Digital is no longer a strategy, it is a way of life.
2. We live in a customized world, it's in demand, & it's efficient.
3. Getting your message on traditional media is NOT enough.
4. Renting, sharing, and subscribing is not new or different, it just embraces new technology
Congrats to Stockton PRSSA on a flawless and informative event! We look forward to collaborating soon!
Friday, January 31, 2014
Welcome To Our New Spring 2014 Staff Members!
The semester has officially commenced! PRowl held it's first weekly meeting yesterday afternoon with many returning faces along with a few new ones. Everyone seems extremely excited to begin work with our new as well as returning clients. After such a successful meeting, I am really looking forward to a fun-filled semester.
I would like to give a shout out to our newest staff members here at PRowl Public Relations. You will be seeing their first few blog posts in these upcoming weeks so make sure to familiarize yourself with their names:
Megan Healy is a sophomore Strategic Communication major
with a concentration in PR, as well as a Spanish minor. She has always loved the
urban lifestyle, which led her to Philadelphia. Megan’s dream job would be
working in entertainment PR in New York City or Los Angeles.
Shaun Luberski is a sophomore Strategic Communication major with
a concentration in Public Relations. She is thrilled to be a part of the PRowl
staff. She is currently interning at The Rock School for Dance Education. Shaun
hopes to work in a Public Relations agency and incorporate her love for
photography and dance.
Paige Gross is a freshman Journalism major/ PR minor. Moving
to Philadelphia was one of the most exciting and beneficial choices she has
ever made; every day Paige sees or hears something new. She has a passion for
media, coffee, anything that comes in black, and cheesecake. Paige is figuring
out life the only way she knows how- one interesting day at a time.
Emily Charles is a sophomore Strategic Communication major with a concentration in Public Relations and minor in general business. She is currently the public relations representative for Rent the Runway. She also volunteers with different organizations on Temple's campus and hopes to someday work in public relations for a non-profit organization. Emily is extremely excited to be apart of the PRowl staff and cannot wait for the opportunities to come.
Michael Maling is a junior Strategic Communication major from Brick, NJ. Before becoming a PR major, Michael bounced around from psychology to journalism, then eventually to communication. His passion is music and intends to work in the industry upon graduation. Michael is currently waiting to start his new internship with East Side Electro, a music company based out of Philly.
Tyler Cameron is a junior majoring in Strategic Communication and minoring in General Business Studies. As an avid writer, PR was a natural fit. He hopes to work in corporate or crisis public relations, as well as earn a master's degree in Finance from Temple University in the near future. Tyler is the Director of Social Media for the Temple PRSSA chapter.
Christopher Smith is a sophomore Strategic Communication major with a concentration in Public relations. He is excited to be a member of the PRowl staff and experience more hands on work. Chris hopes to work in a Public Relations agency and incorporate his love for writing.
Emily Charles is a sophomore Strategic Communication major with a concentration in Public Relations and minor in general business. She is currently the public relations representative for Rent the Runway. She also volunteers with different organizations on Temple's campus and hopes to someday work in public relations for a non-profit organization. Emily is extremely excited to be apart of the PRowl staff and cannot wait for the opportunities to come.
Michael Maling is a junior Strategic Communication major from Brick, NJ. Before becoming a PR major, Michael bounced around from psychology to journalism, then eventually to communication. His passion is music and intends to work in the industry upon graduation. Michael is currently waiting to start his new internship with East Side Electro, a music company based out of Philly.
Tyler Cameron is a junior majoring in Strategic Communication and minoring in General Business Studies. As an avid writer, PR was a natural fit. He hopes to work in corporate or crisis public relations, as well as earn a master's degree in Finance from Temple University in the near future. Tyler is the Director of Social Media for the Temple PRSSA chapter.
Nicole Beck is a junior Strategic Communication major with a
concentration in Public Relations. She is excited to be apart of the PRowl
staff and gain experience beyond the classroom.
Nicole has a passion for PR, being outdoors, photography and interior
design. In the future Nicole would love to pursue the event planning and social
media aspects of the PR field.
Christopher Smith is a sophomore Strategic Communication major with a concentration in Public relations. He is excited to be a member of the PRowl staff and experience more hands on work. Chris hopes to work in a Public Relations agency and incorporate his love for writing.
Welcome to PRowl everyone, here's to a wonderful new experience!
Interested in joining PRowl? Stay up to date with this blog for future opportunities and openings within the firm!
Friday, January 17, 2014
6 Ways To Discover A Great PR Client
When working at an agency, clients come and go. There are good clients, bad clients, mediocre clients, and there are great clients. At PRowl PR, we have been fortunate to have a history of retaining great clients.
After working with PRowl PR for the past three years, I have noticed that there are certain traits that really make a great client stand out. I think this article from Maven Communications puts it best:
1. The client is open to exploring initiatives that they’ve never done before because...
2. The client trusts your expertise and respects your professional recommendations.
3. The client is on board with adjusting the campaign to keep the results aligned with the business objectives of the company.
4. The client pushes you to continually be innovative.
5. The client’s campaigns are intellectually stimulating…
6. And also intellectually demanding.
Next time you are meeting with a potential new client, be sure to keep these six traits in mind and hopefully you will discover your next great PR client.
After working with PRowl PR for the past three years, I have noticed that there are certain traits that really make a great client stand out. I think this article from Maven Communications puts it best:
1. The client is open to exploring initiatives that they’ve never done before because...
2. The client trusts your expertise and respects your professional recommendations.
3. The client is on board with adjusting the campaign to keep the results aligned with the business objectives of the company.
4. The client pushes you to continually be innovative.
5. The client’s campaigns are intellectually stimulating…
6. And also intellectually demanding.
Next time you are meeting with a potential new client, be sure to keep these six traits in mind and hopefully you will discover your next great PR client.
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Friday, January 3, 2014
Taking The Creative Approach To Your Cover Letter
Is getting a new job one of your New Years' resolutions? If so, now is the time to spice up your job application materials! I believe the most important part of the job application process is your cover letter.
Your cover letter is supposed to catch a prospective employer's eye, but that's easier said than done when it's buried under a pile of applications. As a result, nearly every professional has his or her own advice when it comes to writing one of these formal introductions and bids for employment.
Instead of following the typical formula, why not try a more inventive technique to get your application noticed. Mashable highlighted these five innovative approaches yesterday:
1. The Direct Approach
Lindsay Blackwell wanted to be social media director of the University of Michigan. Instead of typing up a typical cover letter, the tried and (sometimes) true method, she created a website with a video directed at Lisa Rudgers, the university's vice president for global communications and strategic Initiatives.
While Blackwell didn't ultimately get the job, she did land an interview for the position — an impressive feat on its own.
2. Using the Changing Communication Landscape
Video: YouTube, Graeme Anthony
Graeme Anthony, a PR practitioner looking for a job, uploaded his professional information to YouTube rather than creating a traditional cover letter and resume. Anthony's interactive video application included a breakdown of his skills and timeline for potential employers. It showed his video-producing and editing knowledge as well as his ability to use online resources.
In the end, it helped him land a job at Manc Frank. If a simple series of videos is enough to get you noticed, the sky's the limit.
3. The Power of Being Honest
Sometimes employers appreciate sheer honesty above well-written prose and assertions of dedication and passion. An unnamed applicant applied for a summer internship on Wall Street with a short but honest letter.
Whether the lack of embellishment helped secure the position for the student is unknown, but it made quite a splash online and proved that honesty really can be the best policy.
4. A Little Design Goes a Long Way
Image: Alice Lee
With a company as geared to the visual as Instagram, it can take more than a well-worded letter to catch the team's attention.
Twenty-year-old Alice Lee used her design skills to create an interactive website, complete with an Instagram stream with the social network's API. Instagram didn't end up hiring Lee, but she did get to speak to CEO Kevin Systrom, and Lee's site eventually led to an internship with another company.
5. Using Ads to Your Advantage
Video: YouTube, Alec Brownstein
Most of us have Googled ourselves at least once or twice, if only to make sure that nothing strange turns up with our names. With that in mind, Alec Brownstein decided to buy ads that would appear when specific people searched for creative directors' names, or more importantly, when said directors Googled themselves.
The ads led to Brownstein's site with a message that simply read, "Googling yourself is a lot of fun. Hiring me is fun, too." Brownstein now works at Y&R New York, and the ads only cost him $6. It isn't exactly a cover letter, but it isn't a bad strategy.
Which creative approach will you take?
Your cover letter is supposed to catch a prospective employer's eye, but that's easier said than done when it's buried under a pile of applications. As a result, nearly every professional has his or her own advice when it comes to writing one of these formal introductions and bids for employment.
Instead of following the typical formula, why not try a more inventive technique to get your application noticed. Mashable highlighted these five innovative approaches yesterday:
1. The Direct Approach
Lindsay Blackwell wanted to be social media director of the University of Michigan. Instead of typing up a typical cover letter, the tried and (sometimes) true method, she created a website with a video directed at Lisa Rudgers, the university's vice president for global communications and strategic Initiatives.
While Blackwell didn't ultimately get the job, she did land an interview for the position — an impressive feat on its own.
2. Using the Changing Communication Landscape
Graeme Anthony, a PR practitioner looking for a job, uploaded his professional information to YouTube rather than creating a traditional cover letter and resume. Anthony's interactive video application included a breakdown of his skills and timeline for potential employers. It showed his video-producing and editing knowledge as well as his ability to use online resources.
In the end, it helped him land a job at Manc Frank. If a simple series of videos is enough to get you noticed, the sky's the limit.
3. The Power of Being Honest
Sometimes employers appreciate sheer honesty above well-written prose and assertions of dedication and passion. An unnamed applicant applied for a summer internship on Wall Street with a short but honest letter.
Whether the lack of embellishment helped secure the position for the student is unknown, but it made quite a splash online and proved that honesty really can be the best policy.
4. A Little Design Goes a Long Way
Image: Alice Lee
With a company as geared to the visual as Instagram, it can take more than a well-worded letter to catch the team's attention.
Twenty-year-old Alice Lee used her design skills to create an interactive website, complete with an Instagram stream with the social network's API. Instagram didn't end up hiring Lee, but she did get to speak to CEO Kevin Systrom, and Lee's site eventually led to an internship with another company.
5. Using Ads to Your Advantage
Video: YouTube, Alec Brownstein
Most of us have Googled ourselves at least once or twice, if only to make sure that nothing strange turns up with our names. With that in mind, Alec Brownstein decided to buy ads that would appear when specific people searched for creative directors' names, or more importantly, when said directors Googled themselves.
The ads led to Brownstein's site with a message that simply read, "Googling yourself is a lot of fun. Hiring me is fun, too." Brownstein now works at Y&R New York, and the ads only cost him $6. It isn't exactly a cover letter, but it isn't a bad strategy.
Which creative approach will you take?
Labels:
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Friday, December 27, 2013
Top 3 Blog Posts of Fall 2013
As 2013 comes to an end, I always love reflecting on the most interesting and most popular blog posts of the semester. This past fall, each of the blog posts below have reached over 100 plus views, and for good reason. Each blog post embodies all of the elements that make a blog post outstanding; well-written, newsworthy, timely as well as unusual.
1. The Scandalous Side of PR
Written by Lauren Bentley
The most read blog post of fall 2013 takes a look at ABC's hit drama, Scandal. This is a must read for all of the Olivia Pope fanatics out there!
2. How Introverts Can Succeed in PR
Written by Cara Graeff
Not everyone in PR has to be aggressive and loud! Take a peak at the second most read blog post of fall 2013 to find out why introverts can have amazing careers in PR.
http://prowlpublicrelations.blogspot.com/2013/10/how-introverts-can-succeed-in-pr.html
3. Miley Cyrus, PR Pro?
Written by Hiya Ray
Oh Miley. If she hasn't ruled 2013, I am not sure who has. Be sure to check out this blog post to see how Miley's antics are truly just good PR work at the end of the day.
These top three posts were written by PRowl Public Relations staff members who all happen to be strategic communication majors in their junior year at Temple University. We cannot wait to see what our staff members produce in 2014! Cheers to 2013, Happy New Year!
Friday, December 20, 2013
Email Inbox Etiquette
An email inbox can be overwhelming. Especially in the generation of text messages and tweets, answering emails can seem very time consuming. As an aspiring PR professional, realize you will be relying on email a lot. Winter break is a great time to get organized and catch up!
Although email is a great tool, it can also be a downfall when it is disorganized. During past internships, the number of emails I received in just one hour was intimidating. Here are a few times to keep your inbox organized and to keep yourself sane:
Although email is a great tool, it can also be a downfall when it is disorganized. During past internships, the number of emails I received in just one hour was intimidating. Here are a few times to keep your inbox organized and to keep yourself sane:
Keep it as unread – If you don't want to read the whole email now, save it for later. Most of the time I am in such a hurry to clean up my inbox I click through emails without reading the whole thing. Instead of skimming through emails, keep it flagged for a little later when you have the time and patience.
Check your junk mail folder – You never know what is in there until you check it! Try to check it once every day to make sure aren't missing an important message.
Organize by subject – Creating folders for my inbox was such a lifesaver. If you have a lot of unread notes, organize by subject or sender to get through the important stuff first.
How do you organize your inbox? Let us know!
Labels:
Email,
email management,
email tips,
Kaitlyn Sutton,
organization,
winter break
Friday, December 6, 2013
5 PR Lessons from Classic Disney Movies
I recently took a family vacation in Disney World and relived many of my childhood memories. Seeing all of the attractions based on these very familiar Disney characters was such an amazing experience.
Early on in childhood, Disney taught us many life lessons. I learned that a dream is a wish your heart makes and that sometimes you’ve just gotta say “Hakuna Matata.” However, little did I know that some of the lessons from my favorite Disney films also inadvertently taught me a lot about PR. Standing in Disney World's Magic Kingdom I realized that I have been PR my entire life. Turns out, Walt Disney and Disney Corporation have produced movies for decades to help educate children and adults on how to be effective public relations professionals!
Here are a few very crucial PR lessons from five of my favorite classic Disney films:
1. Cinderella - Be Timely
2. Pinocchio - Be Transparent
3. Snow White and the Seven Dwarfs - Rely On Your Network
4. Pocohantas - Passion Drives Results
5. Little Mermaid - Take Risks
As Walt Disney has taught us, every story has a lesson that can be applied to our lives, both personal and professional. PR pros should consider heeding every warning this classic films have given to us. What other PR lessons have you found in Disney films? We want to know!
Early on in childhood, Disney taught us many life lessons. I learned that a dream is a wish your heart makes and that sometimes you’ve just gotta say “Hakuna Matata.” However, little did I know that some of the lessons from my favorite Disney films also inadvertently taught me a lot about PR. Standing in Disney World's Magic Kingdom I realized that I have been PR my entire life. Turns out, Walt Disney and Disney Corporation have produced movies for decades to help educate children and adults on how to be effective public relations professionals!
Here are a few very crucial PR lessons from five of my favorite classic Disney films:
1. Cinderella - Be Timely
2. Pinocchio - Be Transparent
3. Snow White and the Seven Dwarfs - Rely On Your Network
4. Pocohantas - Passion Drives Results
5. Little Mermaid - Take Risks
As Walt Disney has taught us, every story has a lesson that can be applied to our lives, both personal and professional. PR pros should consider heeding every warning this classic films have given to us. What other PR lessons have you found in Disney films? We want to know!
Friday, November 29, 2013
How 'A Charlie Brown Thanksgiving' Teaches Us About Crisis PR
Much like Charlie Brown and friends, my holiday gatherings never go according to plan. Either the turkey is being burnt or the dogs are getting into someone's leftovers. My family has learned to always plan for the worst.
As I waited for dinner to be served yesterday, I happened to stumble upon this PR Daily article that compared good ole Charlie Brown's Thanksgiving special to crisis PR, a segment of PR I actually have experience in thanks to my first internship with Jubelirer Strategies.
I have learned that in any type of situation, there is always room for mistakes. Problems do arise and mistakes unavoidably happen.
Luckily, “A Charlie Brown Thanksgiving” offers at least three lessons to keep in mind the next time catastrophe strike:
1. Communicate your message clearly
Wha-wha-wa-wa-wha-wa. Charlie Brown and friends may have understood their teachers, but the rest of the world didn’t. When you’re talking, make sure to cover the bases so that all of your audiences are notified efficiently and effectively.
2. Turn a negative into a positive
Popcorn, pretzel sticks, jelly beans, and toast served up on a Frisbee isn’t exactly the dinner that Charlie Brown had in mind for his Thanksgiving guests, but when you put Snoopy and Woodstock in charge of catering, what else could you expect?
While it was less than ideal, the meal brought everyone together around theping-pong
table. In times of crises, PR pros need to keep a level head, shifting
their focus to what new opportunities a turn of events can provide.
A brand can easily save face and perhaps earn a few extra points by addressing the problem straight-on and solving an issue in an orderly manner.
3. Deliver a well-worded public statement
That loud-mouth Patty is the natural spokesperson for the Peanuts gang. But just because someone is capable of speaking over everybody else doesn’t mean people are going to listen to them.
It’s important your go-to media representative is someone who can bring a calming, dignitary quality to the problem. Find the perfect Linus for the job, and you’ll be much better off.
As I waited for dinner to be served yesterday, I happened to stumble upon this PR Daily article that compared good ole Charlie Brown's Thanksgiving special to crisis PR, a segment of PR I actually have experience in thanks to my first internship with Jubelirer Strategies.
I have learned that in any type of situation, there is always room for mistakes. Problems do arise and mistakes unavoidably happen.
Luckily, “A Charlie Brown Thanksgiving” offers at least three lessons to keep in mind the next time catastrophe strike:
1. Communicate your message clearly
Wha-wha-wa-wa-wha-wa. Charlie Brown and friends may have understood their teachers, but the rest of the world didn’t. When you’re talking, make sure to cover the bases so that all of your audiences are notified efficiently and effectively.
2. Turn a negative into a positive
Popcorn, pretzel sticks, jelly beans, and toast served up on a Frisbee isn’t exactly the dinner that Charlie Brown had in mind for his Thanksgiving guests, but when you put Snoopy and Woodstock in charge of catering, what else could you expect?
While it was less than ideal, the meal brought everyone together around the
A brand can easily save face and perhaps earn a few extra points by addressing the problem straight-on and solving an issue in an orderly manner.
3. Deliver a well-worded public statement
That loud-mouth Patty is the natural spokesperson for the Peanuts gang. But just because someone is capable of speaking over everybody else doesn’t mean people are going to listen to them.
It’s important your go-to media representative is someone who can bring a calming, dignitary quality to the problem. Find the perfect Linus for the job, and you’ll be much better off.
Friday, November 15, 2013
The Power Behind Twitter Chats
I have recently begun diving into the world of Twitter chats and have realized the power behind them. A Twitter tweet chat is a pre-arranged chat that happens on Twitter through the use of tweets that include a predefined hashtag to link those tweets together in a virtual conversation.
Formal Twitter tweet chats are arranged in advance and occur at a specific time. They may include a formal agenda with a specific leader or "speaker", or they might involve a free flowing discussion between all participants.
This past Tuesday night, I participated in a popular Twitter chat known as #PRStudChat, thanks to a Temple University alum, Jessica Lawlor (@jesslaw), who was chosen to host it this month. Developed by Deirdre Breakenridge (@dbreakenridge) and Valerie Simon (@valeriesimon), #PRStudChat is a community designed to bring together PR students, professionals,and educators for a dynamic conversation about the Public Relations Industry and to provide opportunities for learning, networking and mentoring relationships.
Live conversations held each month on Twitter using the hashtag #PRStudChat offer insights into the practice, business, career, and future of Public Relations by bringing together current and future industry leaders.
There are many reasons to participate in Twitter chats but here are a few ways you can benefit from one:
Connect With People Beyond Your Network
By participating in a Twitter chat, you have the ability to connect with like-minded people across the world. Engaging with others' responses is a great way to network during a Twitter chat. Thought provoking topics can really breed intriguing conversation. As aspiring PR pros, learning from others is extremely vital. Being able to build your network in under an hour or two is incredible and really speaks to the real-time nature of the PR field.
Foster Creativity
When you have to react quickly and respond in real-time, it really gets your creative juices flowing. Being able to respond positively to pressure-filled situations helps to develop critical thinking skills which are crucial in any career. Getting creative with 140 characters is definitely a challenge!
Build Knowledge
You can always learn something new from a Twitter chat. Being able to discuss a concept or idea with others leads to understanding. As I mentioned before, learning from others is crucial in this profession.
Participating in Twitter chats, or even just listening and learning, will benefit you both personally and professionally. Go tweet! What are you waiting for?
Formal Twitter tweet chats are arranged in advance and occur at a specific time. They may include a formal agenda with a specific leader or "speaker", or they might involve a free flowing discussion between all participants.
This past Tuesday night, I participated in a popular Twitter chat known as #PRStudChat, thanks to a Temple University alum, Jessica Lawlor (@jesslaw), who was chosen to host it this month. Developed by Deirdre Breakenridge (@dbreakenridge) and Valerie Simon (@valeriesimon), #PRStudChat is a community designed to bring together PR students, professionals,and educators for a dynamic conversation about the Public Relations Industry and to provide opportunities for learning, networking and mentoring relationships.
Live conversations held each month on Twitter using the hashtag #PRStudChat offer insights into the practice, business, career, and future of Public Relations by bringing together current and future industry leaders.
There are many reasons to participate in Twitter chats but here are a few ways you can benefit from one:
Connect With People Beyond Your Network
By participating in a Twitter chat, you have the ability to connect with like-minded people across the world. Engaging with others' responses is a great way to network during a Twitter chat. Thought provoking topics can really breed intriguing conversation. As aspiring PR pros, learning from others is extremely vital. Being able to build your network in under an hour or two is incredible and really speaks to the real-time nature of the PR field.
Foster Creativity
When you have to react quickly and respond in real-time, it really gets your creative juices flowing. Being able to respond positively to pressure-filled situations helps to develop critical thinking skills which are crucial in any career. Getting creative with 140 characters is definitely a challenge!
Build Knowledge
You can always learn something new from a Twitter chat. Being able to discuss a concept or idea with others leads to understanding. As I mentioned before, learning from others is crucial in this profession.
Participating in Twitter chats, or even just listening and learning, will benefit you both personally and professionally. Go tweet! What are you waiting for?
Friday, November 8, 2013
Media Pitching 101
Media pitching is a critical part of a PR professional's career. Becoming a pitching expert, however, is not easy. The reality is that we are competing in a crowded marketplace, and won't always be playing with a winning hand. The best way to become successful at pitching is to recognize your boundaries, develop best practices and solid relationships, and never give up.
Here are some tips for creating successful media pitches:
- Tie Into Media Agenda
- Link To Trends
- Exploit Pop Culture
- Use A Holiday Angle
- Make It Unique
Make The Pitch
- Reference Earlier Work
- Find A Connection
- Make it Personal
Follow Up
- Email First, Then Call
- Never Say "Did You Get It?"
Do you have any tips to make your pitch stand out? We want to know!
Friday, October 25, 2013
#PRSSANC Essentials You May Have Forgotten
After an extremely hectic past few weeks, the big event we have all been waiting for is finally here! PRSSA National Conference has officially begun!
With a jam-packed weekend ahead of us all, here are a few essentials to keep handy this weekend that you may have forgotten about:
Phone Charger (make sure you personalize it!)
We all know that we are Tweet-aholics. Be sure to carry around a charger to ensure that you can stay connected with the social media world! Make sure you personalize it though, or it may get lost in the sea of chargers.
Band-aids
Paper cuts and blisters - need I say more?
Ibuprofen
Networking involves a LOT of chit-chatting. Pack a travel-size bottle of Motrin just in case you feel a splitting headache coming on.
Hand Sanitizer
It's flu season! Better to be safe than sorry.
Labels:
#PRSSA,
#PRSSANC,
Kaitlyn Sutton,
PRSSA,
PRSSA National Conference
Friday, October 18, 2013
Maximizing Value Is Key to Maximizing Profit in a Student-Run Firm
“Maximize profits! Create shareholder wealth!” Sounds a lot like your intro to economics class, right?
These are the values driving many businesses today. Whipped into a frenzy by the single-minded pursuit of these goals, organizations often end up sacrificing good judgment, value and, ultimately, the very success they were striving to achieve. By focusing their entire effort on the bottom line, many American organizations have reduced their value.
This trend can be reversed with value-driven management. Instead of focusing solely on profits, value-driven management is aimed at creating and sustaining value over time. Whether your student-run firm is well-established or just getting started, this management style is extremely effective when it comes to maximizing profits. By creating value from within the organization, the public and potential clients will begin to value your organization as well.
Here are a few value drivers to ultimately maximize the profits of your student-run firm:
Focus Within
Building an organization where the values of employees are in sync with organizational values creates a strong, motivated team. Motivating and retaining top student talent is crucial for the sale value of your firm. Holding frequent workshops that seek to improve firm members’ leadership and skills is one way to create value from within. Creating fun programs that focus on the social dimension of your firm is another way to build the firm’s team cohesion and can ultimately lead to a higher task orientation; this also creates organizational value as well as job satisfaction.
Diversification of Clients
For the firm to function as a proper business, it is important to constantly develop new business. Having a wide variety of clients that change from year to year optimizes the firm’s revenue potential. It also factors into how much growth potential your business has. Possessing a diverse client portfolio exemplifies that your student-run firm’s experience is invaluable.
Creating a Realistic Strategic Growth Plan
Any organization that wants to reach the next level needs to have a realistic plan that outlines the firm’s potential future growth. This plan should include a distinct business model, and how that business model can roll into new markets successfully. Being able to verbalize this plan to potential clients will increase your firm’s market value and ultimately increase its profitability.
There are many more value drivers that are key to growing your firm’s value now and in the future. By focusing on these few value-driver examples, your student-run firm will be able to maximize its profits.
How will you make the most of your student-run firm?
This blog has also been featured on PRSSA National's blog, PRogressions.
These are the values driving many businesses today. Whipped into a frenzy by the single-minded pursuit of these goals, organizations often end up sacrificing good judgment, value and, ultimately, the very success they were striving to achieve. By focusing their entire effort on the bottom line, many American organizations have reduced their value.
This trend can be reversed with value-driven management. Instead of focusing solely on profits, value-driven management is aimed at creating and sustaining value over time. Whether your student-run firm is well-established or just getting started, this management style is extremely effective when it comes to maximizing profits. By creating value from within the organization, the public and potential clients will begin to value your organization as well.
Here are a few value drivers to ultimately maximize the profits of your student-run firm:
Focus Within
Building an organization where the values of employees are in sync with organizational values creates a strong, motivated team. Motivating and retaining top student talent is crucial for the sale value of your firm. Holding frequent workshops that seek to improve firm members’ leadership and skills is one way to create value from within. Creating fun programs that focus on the social dimension of your firm is another way to build the firm’s team cohesion and can ultimately lead to a higher task orientation; this also creates organizational value as well as job satisfaction.
Diversification of Clients
For the firm to function as a proper business, it is important to constantly develop new business. Having a wide variety of clients that change from year to year optimizes the firm’s revenue potential. It also factors into how much growth potential your business has. Possessing a diverse client portfolio exemplifies that your student-run firm’s experience is invaluable.
Creating a Realistic Strategic Growth Plan
Any organization that wants to reach the next level needs to have a realistic plan that outlines the firm’s potential future growth. This plan should include a distinct business model, and how that business model can roll into new markets successfully. Being able to verbalize this plan to potential clients will increase your firm’s market value and ultimately increase its profitability.
There are many more value drivers that are key to growing your firm’s value now and in the future. By focusing on these few value-driver examples, your student-run firm will be able to maximize its profits.
How will you make the most of your student-run firm?
This blog has also been featured on PRSSA National's blog, PRogressions.
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