This week I am focusing on perfecting my online portfolio, and decided that others like me might not know where to start or what to consider first. After research, these are the steps I used and am proud of after finishing my online portfolio (check me out here)
1. Content Preparation
It is important to decide first what type of portfolio you want to make, what you want to include (photos, resume, work samples, etc.), and the best way that this information can be displayed.
2. Display Decisions
If you're like me and do not know how to code or create a website from scratch, check out online portfolio websites. Choose the template that works best for your content, offering well organized and easy to access information. Here is a list of 10 different online portfolio websites, many of them free, offering user friendly website templates to help you create your portfolio.
3. Add Photo and Contact Info
The third step is to make sure that your online portfolio has a photo to add a professional aspect and promote your personal brand. Update contact information for general contact and job opportunities, as well as linking to social media and other professional sites. This makes you seem easily accessable and personable; it also helps promote your professional brand.
4. Add Professional Content
This portion, the bulk of your online portfolio, needs to be the most organized and complete. Offer work samples that display your full potential as an employee, but do not add so many work samples that the important and best work is lost. Keep content relevant to your career, easy to understand and organized (by type, with sections, by tabs, etc.)
5. Add Unique Elements
Create an About Me page, add unique projects or passions, community service, personal and professional blogs, hobbies, etc. A portfolio should offer a good idea of who you are professionally, yes, but it should also give an idea of the things you care about and what type of person you are. This is not the most important aspect of an online portfolio, but gives the reader an idea of who is creating the content on your page. Content grabs attention, personality keeps it.
6. Update Your Portfolio
Once your portfolio is finished, you are not done forever. Continue to upload work as you create new and better content. This includes new resumes. Just like your career, your online profile should constantly be changing and updating.
Here are some other awesome sites offering online portfolio insight. Good Luck!
Online Portfolios for College Students
Portfolios for Aspiring PR Professionals
Friday, May 6, 2016
Friday, April 29, 2016
Promote Your Brand With Social Media
Social Media is a tool that business and individuals use for multiple reasons. The first reason, obviously, is to communicate and be in the loop within social circles.The second reason, however, is to promote a brand socially and connect with consumers in today's instantaneous and demanding society.
Earlier this week I was talking to a sweet friend of mine who is being handed a million dollar company straight out of college, and he was letting me know how much he detests social media and how it does nothing for users. I tried my best to explain to him that while personally he may see no reason to have social media accounts that there are many reasons a business would have social media, and if he was going to be a business owner he needed to understand the importance of it. he wanted to hear nothing about it.
I wanted to write my blog this week about how social media can change the way people see, interact, or associate with your brand. If you want other opinions than mine, I've researched a few good sites that detail why or how to use social media to expand brand awareness and interaction. Here they are: Forbes on measuring social media impact, TopRankingBlog on social media and business and finally, the Houston Chronicle on High-level business social media.
Here are my reasons to promote your brand with social media:
Interaction in key in todays society. When people have a question they want to look up or receive an instant response to, they turn to online resources. It is better to have a website, social media accounts, or other applications where people can have their questions answered, or receive other information at their discretion. It is better for all information and answered questions to come from the source itself, in an effort to keep key messages and other info from being misunderstood or misrepresented.
Businesses and consumers having an understanding of each other is a huge factor when it comes to success of a brand or business. Organizations need to understand their target market in order to sell to them, understand what does and doesn't work, understand what they want and need, etc. When businesses have social media accounts they are connecting themselves to individuals. A business social media account that takes the time to respond to concerns and questions as well as share information is a business that shows consumers it cares.
Finally, sending key messages is an important part of any organization. Key messages include business information, product information and changes, product releases, organization goals and campaigns, etc. These key messages not only need to be spread, but in order to understand consumer responses, they need to be recorded and researched as well. Online accounts offer an opportunity for research, as well as simple feedback that might help with future company endeavors.
There are many other reasons for brands to use and measure social media, as outlined in other resources provided. But if I could give any advice to a brand wondering about getting involved with social media: do it, it's worth it.
Earlier this week I was talking to a sweet friend of mine who is being handed a million dollar company straight out of college, and he was letting me know how much he detests social media and how it does nothing for users. I tried my best to explain to him that while personally he may see no reason to have social media accounts that there are many reasons a business would have social media, and if he was going to be a business owner he needed to understand the importance of it. he wanted to hear nothing about it.
I wanted to write my blog this week about how social media can change the way people see, interact, or associate with your brand. If you want other opinions than mine, I've researched a few good sites that detail why or how to use social media to expand brand awareness and interaction. Here they are: Forbes on measuring social media impact, TopRankingBlog on social media and business and finally, the Houston Chronicle on High-level business social media.
Here are my reasons to promote your brand with social media:
Interaction in key in todays society. When people have a question they want to look up or receive an instant response to, they turn to online resources. It is better to have a website, social media accounts, or other applications where people can have their questions answered, or receive other information at their discretion. It is better for all information and answered questions to come from the source itself, in an effort to keep key messages and other info from being misunderstood or misrepresented.
Businesses and consumers having an understanding of each other is a huge factor when it comes to success of a brand or business. Organizations need to understand their target market in order to sell to them, understand what does and doesn't work, understand what they want and need, etc. When businesses have social media accounts they are connecting themselves to individuals. A business social media account that takes the time to respond to concerns and questions as well as share information is a business that shows consumers it cares.
Finally, sending key messages is an important part of any organization. Key messages include business information, product information and changes, product releases, organization goals and campaigns, etc. These key messages not only need to be spread, but in order to understand consumer responses, they need to be recorded and researched as well. Online accounts offer an opportunity for research, as well as simple feedback that might help with future company endeavors.
There are many other reasons for brands to use and measure social media, as outlined in other resources provided. But if I could give any advice to a brand wondering about getting involved with social media: do it, it's worth it.
Friday, April 22, 2016
Social Media: LinkedIn
The first blog that I wrote this semester was about gaining control of your social media. I spoke about several different social media channels and ways to be aware of your overall social media presence. Since then, I have gained a better understanding of social media and how it can actually affect your personal brand. One business tool and social media channel that I have grown a certain appreciation for is LinkedIn.
On LinkedIn: important organization or campaign information can be viewed; professional content and updates from colleagues or business friends can be shared; or employers and other business professional can search for you and your personal brand/background, as well. This is why taking complete control of your LinkedIn by understanding and utilizing all of its components can lead to online and social success. To help you on this venture, I have researched and used my own experience to create a list of the top 8 things I think you can do to harness the full power of your personal LinkedIn account.
1. Fill out your LinkedIn account completely.
2. Do not be afraid to humanize your brand.
3. Engage with other professionals, especially people in your field.
4. Post updates regularly.
5. Keep your network growing, and maintain relationships.
6. Receive and give recommendations and endorsements.
7. Blog on your LinkedIn account.
8. Update your page with new information.
On LinkedIn: important organization or campaign information can be viewed; professional content and updates from colleagues or business friends can be shared; or employers and other business professional can search for you and your personal brand/background, as well. This is why taking complete control of your LinkedIn by understanding and utilizing all of its components can lead to online and social success. To help you on this venture, I have researched and used my own experience to create a list of the top 8 things I think you can do to harness the full power of your personal LinkedIn account.
1. Fill out your LinkedIn account completely.
- This includes updating a photo, adding projects, old jobs, blog pages, links to Twitter or professional profile or portfolio pages, blogs, even courses you took in college. Updating this information allows people to get a better feel for who you are, what you can accomplish, what is important to you, and how you influence the people around you. LinkedIn is a place to share and generate ideas about business and the world, and you only get out what you put in.
2. Do not be afraid to humanize your brand.
- Do not only push out professional content. Update a profile picture, have a headline that attracts attention, blog about things that you're passionate about, prove that you are a leader in the business world and that you are a thought provoker. Show you care.
3. Engage with other professionals, especially people in your field.
- LinkedIn, like Facebook and other types of microblogging sites, give the opportunity for millions of social connections to take place. Use to your advantage the fact that you have hundreds of other like-minded professionals in your field available to you at the touch of a button. Engage with other professionals in your field, join webinars, chats and other conversations. Engagements help get your name out and your thoughts heard.
4. Post updates regularly.
- Keeping yourself relevant on LinkedIn is important. Like other social media networks, LinkedIn is fast paced and constantly updating. Be a part of this. Post content at least once a day, whether it a blog, work updates, a photo, a funny meme relevant to your business, anything.
5. Keep your network growing, and maintain relationships.
- When you meet a new professional, add them on your LinkedIn network. Join groups. Follow organizations or pages you are passionate about. Keep up relationships by congratulating people on new jobs or awesome projects. Engage with old colleagues and teammates. You never know what opportunities will arise, or who you might need to contact in the future.
6. Receive and give recommendations and endorsements.
- One way to show your personal work ethic and standing in the business world is to give and receive recommendations and endorsements to people that you have worked with. The more you give, the more you get. This adds a sense of personality and humanization to your personal brand. More times than not, what people say and think about you means more to employers than your credentials on paper.
7. Blog on your LinkedIn account.
- Employers are always looking for professionals who not only do good work in the workplace, but also are influencers outside of the workplace. Even if you work in public relations, and your passion is cooking or gardening, or whatever it may be, blog about it! Show people that you are passionate about something, and that you have something to say and interesting thoughts to contribute. This also humanizes your LinkedIn account.
8. Update your page with new information.
- Finally, continuously update your LinkedIn account with new jobs, opportunities, projects, and information. If you take a new headshot, get a new position or write a new post, share it with the professionals you are connected with. This will also open new doors for you, and help keep your page updated and relevant.
Here are a few of the links for LinkedIn optimization that I liked and that helped me create my personal brand. Good luck on your journey and I hope this helps!
Thursday, April 7, 2016
Picking the Right Communication Channels
PR, communications, marketing, advertising - these professions all rely on one thing: the ability to send an effective and clear message to a selected target market, enticing action and ultimately helping achieve company goals.
The ability to send a clear message, and the effectiveness of that message (did it change anything? did it come across the way it was intended? etc.) depends on several factors. The first factor, the message its self, is arguably the most important. I have already blogged about why only sending clear, non-cluttered, short and sweet messages is the most effective method of communication; however, I only barely touched on the second factor of sending an effective message: choosing the right communication channel.
A message can contain several key communication practices (attention grabbing content, interesting data, easy-to-understand message, concise but complete info) but if it's received by the wrong audience or misinterpreted by the receiver, it is not truly considered an effective message. This is why it is so important to choose the right channel of communication.
Internal and external communications, the two types of communications, call for different messages and messaging channels.
With internal communication, keeping stakeholders, employees and a board of directors engaged with one another and on the same page is imperative to running a successful business, but can provide several challenges. One of these challeneges is picking the best communication channel.
There are several types of internal communication channels, including (but not limited to) open forums, message boards, email or team meetings.
Knowing the best way for your specific content to be presented and received (visually, verbally, written, etc.) is important when deciding what channel of communication to choose; just as imperative to the decision though is understanding the way the audience prefers to receive content and are most likely to respond. Here is a comprehensive list of internal communication channels and considerations, as well as their strengths and weaknesses.
When considering external communication, there are also several types (some of them are outlined here). Again, understanding your message and target audience is key. Not every communication type needs to be used, and some companies may only call for one or two. That is okay! If you choose the right channels, and target your messages, they should be effective every time.
Finally, the most misunderstood external communication practice, social media, is a very important tool that has the power to either make or break a company. Again, here is a list for some social media channels and when or why your business should use them. Every social media channel is different, attracting different types of attention and sending different types of messages. Consider if the content you want to share would be best in words, on your website as a long release, as a short Facebook post, or as a sentence and link on Twitter. Will your content be received better if it is represented visually (using charts or pictographs) and where should you share that visual message; or would a photo or video do better?
There are so many ways to communicate with todays instant access information and socially integrated society; don't let your company or personal brand can go unnoticed or misinterpreted because you didn't choose the communication channel that is right for you.
When considering external communication, there are also several types (some of them are outlined here). Again, understanding your message and target audience is key. Not every communication type needs to be used, and some companies may only call for one or two. That is okay! If you choose the right channels, and target your messages, they should be effective every time.
Finally, the most misunderstood external communication practice, social media, is a very important tool that has the power to either make or break a company. Again, here is a list for some social media channels and when or why your business should use them. Every social media channel is different, attracting different types of attention and sending different types of messages. Consider if the content you want to share would be best in words, on your website as a long release, as a short Facebook post, or as a sentence and link on Twitter. Will your content be received better if it is represented visually (using charts or pictographs) and where should you share that visual message; or would a photo or video do better?
There are so many ways to communicate with todays instant access information and socially integrated society; don't let your company or personal brand can go unnoticed or misinterpreted because you didn't choose the communication channel that is right for you.
Friday, March 11, 2016
PR With No Budget
Often times, when people think about Public Relations they think about the flashy, huge productions or events that attract a ton of attention with an unrestricted or at least huge budget.
Here was my response:
2. Social Media - Social Media is a huge advantage and tool for companies, especially ones starting up or trying to gain more attention/ a stronger business presence. Some of the ways you can utilize social media is:
Well, the same goes for PR planners. When planning events or campaigns we want our campaigns to be huge and attract attention, or spark a large conversation or action. With a large budget and a supportive administrative board anything is possible, making PR one of the most exciting careers! (I'm not biased or anything.)
But, what happens when we don't have a big budget or a team thats ready to host huge events? This is a problem that I have been faced with a lot this semester in classes, with class clients, and at my internship.
This week, during a Twitter chat I was involved in (see my Storify about it here) the moderator asked about PR on a low budget.
Here was my response:
@CommsChat T5 partner w/ similar campaigns & events, utilize social media (shares, likes, reposts, contests) #Commschat— Rachel Thomas (@rachrt) March 7, 2016
After seeing very few responses, I realized that this might be something that many other PR students or professionals struggle with, and wanted to elaborate. While I am still learning, I thought that I might share my insight and what has been successful so far this semester when working on low-budget promotions.
1. Word-of-Mouth Promotions - Some companies and professionals grossly underestimate the power of word-of-mouth promotions and information. Understand that what the public thinks about your company and brand associated with it is just as important as the service, product, etc. that it actually provides. Find ways to get people talking positively about your company or cause and you will find that you get more support and success.
2. Social Media - Social Media is a huge advantage and tool for companies, especially ones starting up or trying to gain more attention/ a stronger business presence. Some of the ways you can utilize social media is:
- Pages - Have an interactive Facebook "like" page people can like, follow, and receive/share information from; a twitter page people can interact and engage with, also allowing your brand to benefit from important social trends (like hashtags or tweet chats); a youtube or blog page depending on which platform fits your content and message/target audience best; and several other social media platforms.
- Host Contests - This is a great way to get people involved in your cause
- Likes - Likes can monitor what people are interested in, and what they respond to. This is a good way to gauge if people are reading and getting involved with your content.
- Shares - Creating media that can be shared, and is likely to get shared, is a great way to get a message to a lot of people. We saw it with the "ice bucket challenge" and other competitions or giveaways. It really works!
- Videos and Blogs - Depending on your platform, informational videos or blogs might be a good way to get people interested in your topic or campaign. Do not do these if they aren't needed. Understanding your target market is important when considering these.
- Website - Finally, make sure that you have a website or some sort of informational home where people can easily find your content, messages, goals, organizational information, contact, etc. Without a central page, often times credibility is taken away and causes aren't seen as legitimate.
- DISCLAIMER: You must understand how to use social media correctly. Corporate accounts have messed up big time when creating a controversial social media message, or opening up a conversation that anyone can reply poorly to. See some of the mistakes here, and make sure you avoid them..
- Door-to-Door - Going door-to-door or street teaming is one way to do grassroots promotions, but often time grassroots campaigns can be planned around already existing groups of people, events, classes, etc.
- Street Teaming - Handing out promotional items that get people interested, hanging posters or handing pamphlets that entice people to search for more information.
- Community Events - Knowing what is going on in the community, and finding ways to get involved with the already existing events and community outreach programs.
- Business/Group Partnering - partnering with other organizations or businesses, is a good way to get started in low-cost promotions. This is easy to do with organizations that have a similar message, mission, or goal in mind.
There are plenty of other ways that you can low-cost promote! I found one article that I really liked here, outlining 32 low-cost ways to market.
Feel free to comment any ways that you can think of or that have been successful for you in the past! I'd love to hear them, and thanks for reading!
Friday, March 4, 2016
Visual PR
My "pet peeve" in public relations/marketing/advertising (okay, pretty much in any type of strategic communications) is when the message is unclear because information overload happens.
Information overload happens in strategic communications when:
A company that does no "advertising" at all through normal media channels (TV, radio, and print) still might have a website, with infographics, occasional press releases and other media content, etc.
The truth of the matter is, customers will respond better to companies that have a website which pulls up quickly on search engines (search engine optimization, or SEO) and has information that is easy to understand.
The visual aspect of PR is so important because it affects the way people receive messages. It is important in PR that your logo and images be easily recognizable; your content short, sweet and to the point; your info easy to sort through and understand; and finally, it has to draw the reader in.
I found a good article about Visual PR here if you would like to hear more about it.
Information overload happens in strategic communications when:
- There is too much text on one page, about one topic, or information is organized poorly
- The pictures or images associated with the message are confusing or misleading
- There are too many pictures, links, videos, images, etc
A company that does no "advertising" at all through normal media channels (TV, radio, and print) still might have a website, with infographics, occasional press releases and other media content, etc.
The truth of the matter is, customers will respond better to companies that have a website which pulls up quickly on search engines (search engine optimization, or SEO) and has information that is easy to understand.
The visual aspect of PR is so important because it affects the way people receive messages. It is important in PR that your logo and images be easily recognizable; your content short, sweet and to the point; your info easy to sort through and understand; and finally, it has to draw the reader in.
I found a good article about Visual PR here if you would like to hear more about it.
Friday, February 19, 2016
Honesty & Transparency in PR
Honesty & Transparency in PR is something that I touched on last blog post. I said that when considering crisis communication, all PR should aim to reach company goals while also being honest and transparent, because consumers trust companies that are straight forward and take responsibility.
From what we know about consumers, attitude towards and likability of a product or company is more important than most other selling points (like accessibility, reliability, safety, etc.)
Over the past week I saw such great honesty and transparency in PR communication, responding to and trying to prevent a company crisis, that I couldn't help but use them as an example in this weeks blog post.
Apple denied the FBI's request to create a skeleton key for all iPhone devices.
The people did not hear about this from the news, the FBI, the internet, a mole, or a liar who wanted attention. Consumers heard this straight from Apple in an open letter to all Apple customers, right on their home page.
First off, this letter in general is sort of unusual. Usually we hear from companies in general through their website or spokespeople, PR firms handling a situation, or we see a general press release. Apple decided to send this communication through a personal type letter written by none other than Tim Cook, the Chief Executive Officer at Apple.
This letter means everything, and I will explain why.
The letter started off with:
"A Message to Our Customers
The United States government has demanded that Apple take an unprecedented step which threatens the security of our customers. We oppose this order, which has implications far beyond the legal case at hand.
After reading the entire letter, Apple's stance was clear, if we let the FBI have their technology, all consumers phones could be hacked and that is not something that Apple was willing to do.
It was the beginning though, the call for public discussion and truth about the implications of future dangers, proved that we were hearing from a company that cares about its product and users. The details helping customers understand the importance of this proves that Apple doesn't want to hurt or lie to its users. These things are what makes customers trust a company, and loyal to a brand.
Second, the public response back to Apple was incredible. While there were some people who think that Apple could simply help the FBI, most people agreed with the decision to keep all customers safe rather than put them in danger to help take one person down.
This is because, most people just don't want to be lied to. At some point, the FBI and the law might force Apple to make this product, or Apple might cave, but because they are talking about it, being honest, and communicating, people do not feel like there is anything to worry about. People feel taken care of by Apple, simply because Apple got ahead of the game and was transparent, ultimately avoiding a crisis situation had any news broken any other way.
The point is, while Apple could never make every single person happy at once, they made a decision that they thought was best, addressed their customers and explained their position, stood up against one of the scariest organizations to have angry at you, and has not budged on their position since.
You go Apple. You go Tim.
Cook, T. (2016, February 16). Customer Letter - Apple. Retrieved February 19, 2016, from http://www.apple.com/customer-letter/
From what we know about consumers, attitude towards and likability of a product or company is more important than most other selling points (like accessibility, reliability, safety, etc.)
Over the past week I saw such great honesty and transparency in PR communication, responding to and trying to prevent a company crisis, that I couldn't help but use them as an example in this weeks blog post.
Apple denied the FBI's request to create a skeleton key for all iPhone devices.
The people did not hear about this from the news, the FBI, the internet, a mole, or a liar who wanted attention. Consumers heard this straight from Apple in an open letter to all Apple customers, right on their home page.
First off, this letter in general is sort of unusual. Usually we hear from companies in general through their website or spokespeople, PR firms handling a situation, or we see a general press release. Apple decided to send this communication through a personal type letter written by none other than Tim Cook, the Chief Executive Officer at Apple.
This letter means everything, and I will explain why.
 |
| http://www.apple.com/ |
The letter started off with:
"A Message to Our Customers
The United States government has demanded that Apple take an unprecedented step which threatens the security of our customers. We oppose this order, which has implications far beyond the legal case at hand.
This moment calls for public discussion, and we want our customers and people around the country to understand what is at stake."
After reading the entire letter, Apple's stance was clear, if we let the FBI have their technology, all consumers phones could be hacked and that is not something that Apple was willing to do.
It was the beginning though, the call for public discussion and truth about the implications of future dangers, proved that we were hearing from a company that cares about its product and users. The details helping customers understand the importance of this proves that Apple doesn't want to hurt or lie to its users. These things are what makes customers trust a company, and loyal to a brand.
Second, the public response back to Apple was incredible. While there were some people who think that Apple could simply help the FBI, most people agreed with the decision to keep all customers safe rather than put them in danger to help take one person down.
This is because, most people just don't want to be lied to. At some point, the FBI and the law might force Apple to make this product, or Apple might cave, but because they are talking about it, being honest, and communicating, people do not feel like there is anything to worry about. People feel taken care of by Apple, simply because Apple got ahead of the game and was transparent, ultimately avoiding a crisis situation had any news broken any other way.
The point is, while Apple could never make every single person happy at once, they made a decision that they thought was best, addressed their customers and explained their position, stood up against one of the scariest organizations to have angry at you, and has not budged on their position since.
You go Apple. You go Tim.
Cook, T. (2016, February 16). Customer Letter - Apple. Retrieved February 19, 2016, from http://www.apple.com/customer-letter/
Friday, February 12, 2016
Crisis Communication
As Public
Relations becomes more of a “need” than a “want” in large companies, and large
companies have huge amounts at stake, knowing how to handle a communication or
company crisis is becoming an important asset (and stand-out point) for PR
professionals.
Crisis
Communication is when something goes wrong in a company and there is someone
there, with a plan, ready to communicate all information effectively and with
company goals in mind; in a crisis these goals can be as simple as keeping
customers or share holders happy.
So what do you do?
There are several things to consider with each case, but most importantly you
need to start with a plan of action. If you want someone else’s advice, who has worked in the crisis communication field, I have attached an outline of a 10 Step communication process, written by Johnathon Bernstein of Bernstein Crisis Management.
However, it is no surprise to me that the instruction I have received about crisis communication, the Bernstein claims to have been teaching for a long time.
 |
| http://www.sheroian.com/story/crisis-communication-process/ |
The first step is being prepared. Know your company, your competition, and your market. Try to stay on top of what issues could go wrong, how you could address those issues, and to whom you could address the issues.
The second step is, when crisis hits answer immediately and honestly, with the goal of keeping up or positively influencing the companies reputation. To do this, you must know who to get in contact with.
The third step is preparing different communications for each group in your communications plan (company board, general staff, stakeholders, customers, social media followers, etc.). Knowing how to communicate with each group individually, on the current situation and future preparations, while not screwing up the company’s rep. in the meantime is no easy task. This is why it is important to be prepared.
My fourth and final step is to continue to stay on top of any investigation, media information or news, consumer opinions on social media, etc. Continue to be putting out updates, making sure they have all of the information that you can give (people trust a company that is honest, transparent and apologetic rather than one who denies or projects blame.
The second step is, when crisis hits answer immediately and honestly, with the goal of keeping up or positively influencing the companies reputation. To do this, you must know who to get in contact with.
The third step is preparing different communications for each group in your communications plan (company board, general staff, stakeholders, customers, social media followers, etc.). Knowing how to communicate with each group individually, on the current situation and future preparations, while not screwing up the company’s rep. in the meantime is no easy task. This is why it is important to be prepared.
My fourth and final step is to continue to stay on top of any investigation, media information or news, consumer opinions on social media, etc. Continue to be putting out updates, making sure they have all of the information that you can give (people trust a company that is honest, transparent and apologetic rather than one who denies or projects blame.
Friday, February 5, 2016
Setting the Right Goals
In my PR communications course early this week we refreshed on setting the right goals and objectives, and following through with the corresponding strategies and tactics. It was a good thing that we did, because the main focus of my attention during my internship this week was setting and achieving promotional goals.
First, it is important to know the objectives of the company, the history, and the future goals that the company wants to reach. From the company's goals, the PR goals can be achieved.
I spent a little time searching for articles on ways to set the best goals for PR, and one article I found that I really liked, by Mark Renfree, gave "4 Social Listening Tips To Make Sure You Set the Right Goals."
His main points are:
1. Data becomes outdated quickly, and has no value if you do not gain something from it. When collecting data, have a plan for it and do something with it!
2. Listen to social media channels. Don't just listen, but KNOW which outlets to be listening to, and which targets on those outlets. Know how to reach these targets. Each specific target audience and network may call for different things.
3. Have the right people, doing the right things for your company. Know what kind of research you need to be doing, know the right way to interpret it, and finally, know how to and have the best people execute a plan based off of the data.
4. Finally, he warned to make sure you have the appropriate budget, tools, and people to make your operation successful.
First, it is important to know the objectives of the company, the history, and the future goals that the company wants to reach. From the company's goals, the PR goals can be achieved.
I spent a little time searching for articles on ways to set the best goals for PR, and one article I found that I really liked, by Mark Renfree, gave "4 Social Listening Tips To Make Sure You Set the Right Goals."
His main points are:
1. Data becomes outdated quickly, and has no value if you do not gain something from it. When collecting data, have a plan for it and do something with it!
2. Listen to social media channels. Don't just listen, but KNOW which outlets to be listening to, and which targets on those outlets. Know how to reach these targets. Each specific target audience and network may call for different things.
3. Have the right people, doing the right things for your company. Know what kind of research you need to be doing, know the right way to interpret it, and finally, know how to and have the best people execute a plan based off of the data.
4. Finally, he warned to make sure you have the appropriate budget, tools, and people to make your operation successful.
I feel that all of these things are important, but there is one thing that I found myself constantly coming back to when trying to make my own PR goals; I needed to make sure I could prove there was concrete evidence that my goals would being reached.
While PR goals should be based off of current and sound research, and should ultimately help the company reach its goals. PR goals should be attainable and measurable.
 |
| http://www.dreamstime.com/royalty-free-stock-images-measuring-goals-close-up-shot-caliper-word-image35586659 |
If I could give one tip that Renfree didn’t, it would be to
make sure that every single goal has a way to be measured, tangibly. This way,
you know if your efforts are truly working and you have concrete knowledge leading
your future campaigns.
If you do not know how to make your goals measurable, I
found an awesome article here that might help.
Goodluck!
Saturday, January 30, 2016
Gaining Control of Social Media
Hello there,
Social Media Management is something that my professors have been talking about for a while, and it is something that wasn't important for older PR professionals, but is absolutely necessary for companies and PR/Marketing/Media/Company individuals now.
Now more than ever, companies are searching online to find out how you represent yourselves socially. My PR professor this semester, Samra Bufkins, told our communications course that companies do not even look at your sources for recommendations anymore, they just check out how you present yourself online.
I've known that I needed to for a while, but after hearing that, I decided that this semester I was going to get total control of my social media, and will be keeping up with the process on here, to hopefully help another student who (like me) is struggling to change from the online active social butterfly, to the online professional and respectable people we want to represent.
The first two things that I have done, and I urge anyone to do is:
1. Get control of your accounts
The advice that was given to me that I am now passing on is - create different profiles for your work and your social life, still do not post anything on your social accounts that could come back and ruin you, and only invite people to see your private social accounts that you know would never intentionally harm you (someone you'd invite to your living room.)
I created all the accounts and made all the changes that I need to, but now I need to go back through and make sure all the people on my accounts are the people that I want there, my social accounts are private and everyone who shouldn't be on there has been deleted. This will take some time, and honestly, when I start to do it I become overwhelmed because I know I have to do it for several accounts (which breaks down to a lot of work).
However, I know the outcome will be worth it. It is worth keeping your private profiles as secretive and private as can be. What I have had to learn is that it is not rude to delete someone off my personal account who I think might potentially cause me harm, and if they come to me wanting an explination, I have a whole other list of professional social media accounts of mine that they can follow, where they are not receiving my most personal information.
I have a long way to go, but right now I am getting my accounts cleaned up, my friends and followers where they need to be, my pictures and old content deleted, new content uploaded, passwords and emails changed for privacy (it was suggested to me that each account be different), and finally I need to make sure no personal accounts are able to be found through my name or any other professional email and accounts I might be using.
A family member very close to me who does the hiring and firing for a very successful and well known management company in Dallas told me once that "if you've got an account online, and there is a way to find it, you can guaran-damn-tee that I am going to find it."
It may not seem easy to look at all your social media accounts and realize the amount of work you have to put in to separate your social from professional life online, but it will be worth it, and I will be doing it right along with you all semester.
I have an awesome powerpoint, and lecture notes, and help from professors that I can refer to, but you've got the internet. I found one article online on "How to Distinguish Your Personal from your Professional Brand Online" by Scott Langdon and it's a good place to start.
Good Luck!
Social Media Management is something that my professors have been talking about for a while, and it is something that wasn't important for older PR professionals, but is absolutely necessary for companies and PR/Marketing/Media/Company individuals now.
Now more than ever, companies are searching online to find out how you represent yourselves socially. My PR professor this semester, Samra Bufkins, told our communications course that companies do not even look at your sources for recommendations anymore, they just check out how you present yourself online.
I've known that I needed to for a while, but after hearing that, I decided that this semester I was going to get total control of my social media, and will be keeping up with the process on here, to hopefully help another student who (like me) is struggling to change from the online active social butterfly, to the online professional and respectable people we want to represent.
The first two things that I have done, and I urge anyone to do is:
1. Get control of your accounts
The advice that was given to me that I am now passing on is - create different profiles for your work and your social life, still do not post anything on your social accounts that could come back and ruin you, and only invite people to see your private social accounts that you know would never intentionally harm you (someone you'd invite to your living room.)
I created all the accounts and made all the changes that I need to, but now I need to go back through and make sure all the people on my accounts are the people that I want there, my social accounts are private and everyone who shouldn't be on there has been deleted. This will take some time, and honestly, when I start to do it I become overwhelmed because I know I have to do it for several accounts (which breaks down to a lot of work).
However, I know the outcome will be worth it. It is worth keeping your private profiles as secretive and private as can be. What I have had to learn is that it is not rude to delete someone off my personal account who I think might potentially cause me harm, and if they come to me wanting an explination, I have a whole other list of professional social media accounts of mine that they can follow, where they are not receiving my most personal information.
I have a long way to go, but right now I am getting my accounts cleaned up, my friends and followers where they need to be, my pictures and old content deleted, new content uploaded, passwords and emails changed for privacy (it was suggested to me that each account be different), and finally I need to make sure no personal accounts are able to be found through my name or any other professional email and accounts I might be using.A family member very close to me who does the hiring and firing for a very successful and well known management company in Dallas told me once that "if you've got an account online, and there is a way to find it, you can guaran-damn-tee that I am going to find it."
It may not seem easy to look at all your social media accounts and realize the amount of work you have to put in to separate your social from professional life online, but it will be worth it, and I will be doing it right along with you all semester.
I have an awesome powerpoint, and lecture notes, and help from professors that I can refer to, but you've got the internet. I found one article online on "How to Distinguish Your Personal from your Professional Brand Online" by Scott Langdon and it's a good place to start.
Good Luck!
Friday, January 22, 2016
What is Public Relations? Who are PR professionals?
When I realized my sophomore year that I didn't truly have a passion for biology and that maybe I didn't really want to be a doctor, I had to do some soul searching to decide what I wanted to do for the rest of my life. What I did know is that my family had payed a ton of money to put me in classes that I hadn't enjoyed or done that well in, I was severely unhappy, and my next career choice would have to be my last because my family couldn't afford to keep me in college for the rest of my life.
Before college I knew that I wanted to continue studying English or Biology, but chose the later because I didn't want to be an English teacher and didn't know what else was out there for me. Now that I had learned a little more about the business world, and was in a position where I could pick anything I possibly wanted, I couldn't help but be drawn to communications.
I missed writing, communicating, socializing, understanding people and the world, and staying on top of trends and current events while studying and analyzing old ones. I craved what the journalism world buzzed around, knew I was specifically interested in writing and communications, and had a knack for talking to people. After talking to friends and advisors I landed on the pathway to a B.A. in Strategic Communicatons/ Public Relations with minors in Marketing and Social Science.
I was nervous to tell people what I was doing, because every PR professional that I talked to could give me a list of common things that they did, but each person's list was completely different because each kind of company calls for totally different PR. Thus, I knew that I would have no clue what to tell people when they asked me what I would be doing in my future career, and after changing to something so totally different, that might not look so great. Also, almost every single one of the PR professionals I met said something along the lines of: "there is no one definition for PR" or "I can't define PR and it will always be changing," and that doesn't help answer mom or grandma's questions, either.
However, I quickly learned what PR was and what it entailed. I learned that in my profession companies would need my help maintaining their reputation and reaching their goals, most of which demand the help of communities and people, through some sort of channel (which is where I come in). Finally, I learned that I loved it.
Searching through articles today, I found one article called The Best PR Approach for Any Budget by Margarita Peker where she offers an explanation about what PR professionals do that I really like:
"Of all marketing disciplines, PR people are - in a sense - the luckiest. Our challenges, opportunities and successes need not always be tied to budgets, but rather to the quality of our insights and ideas.
As communication specialists we will always be in a position to add value - whether it's for awareness, advocacy or anything in between. The question then becomes: How can our skills add the best value?"
The opening statement is what I have found fulfilling about PR myself. PR is about ideas and connecting with people, and it doesn't always require the biggest budget or the most opportunity; it requires wit and strategy, always unique to the situation or goal.
The Second Statement, about adding value, is what I have decided is one of the better ways to describe PR to people. PR always adds value, helps reach goals, or promotes and achieves in some way. It should only boost the reputation of, communication within and objectives met by the company.
Last, the question Peker asks is one that I have heard before and hope to keep in mind throughout my profession. I think it is a good place to start each project, and a nice way to start off this semester.
So, when you catch yourself wandering where to start on a project or task this semester, try to ask yourself (and I will too):
"How can my skills add the best value?"
And, when mom asks you what public relations is because she still doesn't get it, tell her that she might never understand and just know that you are simply "valuable."
"Of all marketing disciplines, PR people are - in a sense - the luckiest. Our challenges, opportunities and successes need not always be tied to budgets, but rather to the quality of our insights and ideas.
As communication specialists we will always be in a position to add value - whether it's for awareness, advocacy or anything in between. The question then becomes: How can our skills add the best value?"
The opening statement is what I have found fulfilling about PR myself. PR is about ideas and connecting with people, and it doesn't always require the biggest budget or the most opportunity; it requires wit and strategy, always unique to the situation or goal.
The Second Statement, about adding value, is what I have decided is one of the better ways to describe PR to people. PR always adds value, helps reach goals, or promotes and achieves in some way. It should only boost the reputation of, communication within and objectives met by the company.
Last, the question Peker asks is one that I have heard before and hope to keep in mind throughout my profession. I think it is a good place to start each project, and a nice way to start off this semester.
So, when you catch yourself wandering where to start on a project or task this semester, try to ask yourself (and I will too):
"How can my skills add the best value?"
And, when mom asks you what public relations is because she still doesn't get it, tell her that she might never understand and just know that you are simply "valuable."
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