Understanding How The Owls Took Charge

The Super Bowl is the biggest night in network television. Billions of families across America tune in to watch the most exciting football game of the season. The day consists of men yelling at the TV, Pinterest-inspired snacks, Buffalo wings, an over-the-top halftime show and commercials that will be buzzed about for weeks to come. However, this Super Bowl consisted of something completely new: this year there were owls. For the first time ever, Temple University aired a commercial during the Super Bowl. Regardless of whether you loved or hated Temple’s commercial, here are some important points to know about Temple’s ad.

The actual commercial- In case you were replenishing your plate with cliché Super Bowl food, Temple’s commercial aired during the fourth quarter of the game. It was a 30 second spot that depicted the Temple community doing different things. Band members practiced music, basketball players made slam dunks, professors lectured, students cheered at concerts and commuters hopped on the subway. The last shot featured Temple’s favorite owl, Stella, next to the caption “Take Charge.”

The cost- The average cost of running a 30 second national spot during the Super Bowl is about 4.5 million dollars. However, Temple was able to buy a regional spot for under 200,000 dollars and NBC will air the commercial for the next three weeks.

The background- This campaign was created by Temple University’s Marketing and Communications Department.  The first phase was launched in October 2014. The premiere of the Super Bowl ad marked the second phase of this campaign. This commercial was shot with two different endings: one with Stella and one with Morgan Hall in the Philly skyline. Temple posted both of the commercials online and asked viewers to vote for which one they wanted to see in the Super Bowl.

Why?- According to Temple’s data, 89 percent of the 300,000 TU alumni are not engaged with the school. The purpose of this commercial, and campaign for that matter, is to generate awareness of how strong Temple has grown to be. The marketing team wanted to air the commercial when they knew alumni would be tuned in to the TV.

Temple Made or Take Charge? - Some students were confused after seeing Take Charge splashed across their TVs. Some believed Temple was going through an identity crisis. Are students supposed to be “Temple Made” or are they supposed to “Take Charge”? Well, the answer is both! This new campaign is not designed to erase the Temple Made campaign. In fact, “Take Charge” is a branch of the “Temple Made” campaign. The messages are designed to coincide with each other. Yes, Temple students are self-made, Philly-made and Temple-made, but they are also ready to step up, take charge and make things happen. In other words, Temple students learn how to be self-sufficient (self-made) in school so when they graduate from Temple they are ready to “take charge.”

Do you think the “Take Charge” commercial stacked up to the other Super Bowl commercials? Do you believe it was an affective form of advertising? Share your comments below!  

This guest blog post was written by PRowl staff member Lauren Bentley.

The Blacklist of PR Phrases

Every public relations student knows mastering the art of writing press releases is crucial. From early on in our college careers, the rules of writing a press release are drilled into our heads. The piece should not be more than a page long. A quote should be given. A boilerplate should be attached. The ### symbol must be included to signify the end of the release. Breaking any of these rules may cause a journalist to do what a PR professional dreads: hit the delete button. Every PR class drills what to do when writing a press release, but what they do not teach you is what not to do. Here are a few phrases to never use when writing a press release:

 “Pleased/proud/thrilled to announce”- The journalist already knows you are pleased to announce your news, otherwise you would not be writing the press release! Do not try to over sell your news or sound overly enthusiastic. When you have limited space, do not waste it on this phrase. Instead, jump right into your content.

“Wealth of experience”- This phrase is overused when sharing news about a specific person. Sure, this person may have a lot of experience, but it doesn’t explain to the audience anything about that experience. Anyone can have a “wealth of experience.” My eight-year-old cousin has a “wealth of experience” in beating me at video games. It isn’t the experience that is important, but rather what that experience is exactly. Giving specifics builds the person’s credibility.

 “Once-in-a-lifetime opportunity”- Okay, let’s be real. Is your event REALLY the only time somebody is going to be able to do this? Are you sending people to the moon? Do you have a genie granting wishes? This phrase is very overused. Unless you actually are doing these things, avoid using this cliché.

With so many style and grammatical rules, writing press releases can be intimidating. Remembering to avoid these phrases though will help making mastering the press release a little easier. For more phrases to avoid check out http://www.prdaily.com/Main/Articles/16304.aspx.  

This guest blog post was written by PRowl staff member Lauren Bentley.

The Method To An Over Achiever's Madness

Have you ever wondered how certain people can be involved in a million things at once? How do people hold double majors, have e-board positions in different organizations and intern? These people used to amaze me.  I was convinced that they either didn’t sleep or weren’t fully human. It wasn’t until last semester that I learned their secret to juggling so many things at once. Last spring was my craziest semester so far;I decided to declare a double major, intern, serve on various e-boards and work two jobs. If that wasn’t enough, I dealt with an injury part way through the semester. It was then that I learned this so-called secret wasn’t much of a secret after all. It all boils down to one thing: prior planning. 

·      Look Ahead- Look ahead at the next two weeks and write everything down in a planner. What nights are you working? Which days are you interning? When are papers due? If you know you’re free this Tuesday night and you have a paper due the Friday of next week, work on it then. Working little by little on projects prevents you from pulling an all-nighter or cramming at the last minute.

·      Prep For the Next Day- Getting everything ready the night before eliminates the stress of rushing around in the morning. Pack your bag and make sure your laptop, charger and any other necessary items are in there. Lay out your clothes. If you are interning the next day, pack your lunch. That way, you can use your lunch break to do homework instead of running out for food. (Side-note: Packing a nutritious lunch is also beneficial. Fruits and veggies give you that extra boost of energy whereas heavy carbs tend to make you feel tired and worn down).

·      Remember Sunday Morning- Everyone dreads the anxiety that comes when Sunday rolls around and you realize that you not only have to go back to school, but that you also achieved NOTHING over the weekend. It is understandable that by the time Friday afternoon hits, you are probably exhausted and ready to have fun. But don’t wait until Sunday to start your weekend work. Set aside an hour or so on Friday afternoon to get any busy work out of the way. It’s okay to go out Friday night and relax Saturday afternoon as long as you don’t let the whole day go to waste. Use that Saturday afternoon to work on a paper or knock out any assigned readings. By the time Sunday morning rolls around, you will not feel as stressed or rushed to get things done. Plus you can enjoy going out on the weekends without having work hanging over your head!

Setting aside time to plan out your day may not seem like the most exciting thing to do, but the pay off is huge. Find a planning method that works for you and stick with it. What are your tips for juggling multiple responsibilities?

This guest blog post was written by PRowl staff member Lauren Bentley.

PR’s Generation Gap

At Sunday dinners, I can usually predict the questions my Poppop will ask me: ”How are your classes?” “Are any boys bothering you?” “You’re not walking anywhere alone, right?” However, at our last family dinner, he threw me a curve ball by asking, “So what exactly is it that you do?” I had no response. An image I saw from a PR daily article popped into my head.

Before I could respond, he asked “spin stuff?” My mouth dropped open. My Poppop has been known to use four-letter words from time to time, but I could not believe he used THIS four-letter word! I started rambling off anything to make him believe PR is anything but spin. But looking back it makes me wonder, is there a generation gap surrounding PR?

Of course in the picture above there is a big question mark above “what my parents (and grandparents) think I do.” Being a veteran, my Poppop thinks of PR as propaganda rallying for the World Wars and protesting Vietnam. PR professionals were the ones “behind the scenes” to play up JFK’s young, attractive image and use it against Nixon.  He remembers them as the ones who “spun” scandals to cover political leaders. Remember learning about the Watergate scandal? How about Clinton’s famous lines “I did not have sexual relations with that woman?”

How do people see PR now? Well, the Samantha Joneses of the world would describe it as event planning, attending galas and getting your client to appear at the hottest places.  Just take a look at “what my friends think I do.” Not to mention, the belief PR professionals are glued to their smart phones tweeting like crazy (we DO still check Facebook!).

Both generations have it wrong! PR involves so much more than rescuing a politician or planning a gala. It takes the ability to think on your feet. The press release is not totally dead, so you need to be a strong writer. PR people must keep up with the latest news. You must understand the media’s side and know how to pitch journalists. Having a business sense is also highly recommended. PR is job that takes years to build up credibility and only a second to destroy it. If we really did “what our friends think we do” there would be a lot more broken AP style rules in our writing.

There are a million ways to describe what “we actually do.” But is there just one definition? Definitely not. How do you define PR?

This guest blog post was written by PRowl Staff Member Lauren Bentley.

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!

http://prowlpublicrelations.blogspot.com/2013/11/the-scandalous-side-of-pr.html

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. 

http://prowlpublicrelations.blogspot.com/2013/11/miley-cyrus-pr-pro.html

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!

The Scandalous Side of PR

Okay, I’ll admit it. I am slightly obsessed ABC’s hit drama, Scandal. Maybe it’s the insane plot twists and crazy back stabbing scenarios that keep me hooked. Perhaps it’s the never-ending love saga between Olivia Pope (Kerry Washington) and the President. Whatever it is, there is one thing I am sure of: when it comes to dealing with a major crisis, there is no scandal too big for Olivia Pope to fix. Olivia and her team of “fixers” work to manage the public images of D.C. power players. Although Pope and Associates are not necessarily the ideal PR role models, there are a few things any PR person can learn from them.

1. Confidence- Whether its addressing a room swarmed with media or doing damage control on the President’s affair with a White House intern, Olivia enters every situation with her head held high. No matter how stressful the situation may be, she handles it with confidence. It is a lesson to all PR people that when you are confident in yourself, your clients will be confident in you as well. Although Olivia may be unsure how a situation will turn out, she does not let it show. Instead, she throws on her best pair of heels and walks into the situation like she owns the room.  

2. Get the facts right- Just like any good PR person should know, Olivia knows credibility is a very delicate thing. Although she listens to her gut instincts, Olivia also knows that before acting on anything, she and her team must do their homework. All of the right facts must be gathered before addressing the public. One wrong move could destroy a client’s reputation. She also knows once you lose credibility, you lose everything.

3. Accept only the best- That is why Pope and Associates work tirelessly to provide their clients only the best help. They work hours on end to see that the job is done, and that it is done right. Pope and her team will travel anywhere at any time to help their clients. They don’t call themselves “gladiators in suits” for nothing! But when it’s all said and done, Olivia knows how to reward herself after a long day with a big glass of red wine.

So, are you hooked on Scandal too? I know I’ll be counting down the days until the crazy two part season finale airs!

This guest blog post was written by PRowl Staff Member Lauren Bentley.

The Unspoken Rules to Surviving the Semester

My brother started his freshman year of college this August. Being his older sister, I have always felt the need to look out and protect my brother. I do not want him to feel completely overwhelmed with work in a new place with total strangers. I thought about what I wished somebody had told me before starting freshmen year. I realized I wish someone had told me how to plan and manage my work. After some thinking, I came up with three tips I wish I had figured out before starting my freshman year.

1.   Look Ahead: Prior planning is key to minimizing stress. Each week, figure out what you have going on. Go through your syllabus and record in a planner readings or assignments due that week. Indicate due dates in red. List your weekly meetings in the calendar and daily agenda sections of the planner. After that, determine what times you can complete work. Have an hour to kill in between class and PRSSA? Plan to bring your laptop to campus and get homework done. Being aware of your upcoming schedule will prevent surprises and missed deadlines.

 
2.     Develop an Action Plan for Papers- When assigned a paper, give yourself a cushion of time to complete it. Plan what to accomplish each day. For example, plan to create the thesis on Sunday; outline your paper on Monday; write the intro and first paragraph on Tuesday; write the second and third paragraphs on Wednesday and Thursday; write the conclusion Friday; and edit the paper on Saturday. Doing a little bit each day will create the sense that you are in control of the situation. Making gradual progress also leaves room in case an issue occurs.
 
3.     Stay On Top of Readings- Lets be honest, nobody likes to read textbooks. To keep the pain minimal, know when the readings are due. Need to read a thirty-page chapter in the next three days? Plan to read ten pages a day. Doing this will make it seem much more manageable than cramming. If you leave it all for one night, chances are you may not complete the reading at all.

Although I am sure my brother does not feel the need to listen to his older sister, I hope he finds these tips helpful as he navigates his way through his piles of work. What tips to you have to help manage your course work?

This guest blog post was written by PRowl Staff Member Lauren Bentley.

Getting Real With PR

Remember sitting in your 9^th grade geometry class listening to your teacher ramble on about the Pythagorean Theorem as you sat wondering "When am I ever going to use this in real life?” Often times, it can be difficult to learn something if you do not understand its real world application. It is one of the reasons why future PR professionals should get a dose of real world experience. Here are three tips to get you started. 

1. Volunteer
Of course an internship would be the biggest gateway into the professional PR world, but maybe you are not ready to take on that responsibility on top of a full course load. Volunteering is a great alternative. Many PR companies look for volunteers to help assist at events. Whether that means helping to manage the press, direct attendees, or be an extra set of hands, there are many volunteer opportunities out there. Pay attention to what’s going on in your town. Suppose you heard the city’s children’s hospital is having a fundraising event, contact the hospital’s PR team and ask if you can volunteer.

2. Start a Blog
You know what they say, practice makes perfect! In the PR world, the more you write, the better you become. Blogging is a growing trend that many companies have adopted. Starting your own blog will give you practical writing experience that will strengthen your PR skills for a future internship or career. Blog about local events happening in your town or about a story you saw on the news.

3. Subscribe to Daily Reads
Even though this is not a hands on experience, reading the news forces you to lift your head out of text books and look beyond your campus bubble into the real world. Whether that means pulling up CNN.com on your smart phone or picking up a good old-fashioned paper, it is crucial to read the news on a daily basis. Follow PR Daily on Twitter or subscribe to their publication to get the scoop on the latest happenings in the industry. You will quickly learn that the PR practitioners and the media are constantly adapting to different trends. You will also be able to better recognize reliable media outlets.

Do you have any tips to put your classroom knowledge to practical use? Let us know! 

This guest blog post was written by PRowl Staff Member Lauren Bentley.

You Survived the Internship….Now What?

So you landed an awesome internship, worked hard to make a good impression, stressed over writing a good press release, and now it’s coming to an end. What are you suppose to do? Wave goodbye and walk out the door? ABSOLUTELY NOT! Here are four tips to end your internship as strong as you started it: 

Tip 1- First and Foremost…. Remember your manners!

It is extremely important to thank the people who gave you this amazing learning opportunity. An email can be sent to everyone at a small agency or just the PR department at a large company. If someone acted as a mentor to you, a hand written note is a thoughtful way to acknowledge their guidance and support.

Tip 2- Don’t Forget your writing samples!

A well written press release is a great addition to any portfolio. Ask if it is okay to use the company printer to print your writing samples on company letterhead. Doing this helps build a portfolio that has variety and looks professional!

Tip 3- Take all the advice you can get…. The good, the bad, and the ugly.

An internship is not simply a resume builder, but also a valuable learning experience. Seek out positive and negative feedback and improve upon it. You may have a fun writing style, but your grammar may need some TLC. Let your superiors be honest with you. It is better to learn from your mistakes now than later.

Tip 4- Establish connections… networking is crucial in PR!

Ask your supervisors for permission to use their name as future references. Landing an internship can sometimes be a game of “who knows who.” Interested in healthcare PR? Maybe somebody at your current internship has a contact at a hospital that you may be able to use. 

As your internship comes to close, it is important to finish as strong as you started. People will remember an intern who was both professional and polite and prepared for their next step. 

This guest blog post was written by PRowl Public Relations staff member Lauren Bentley.