The Value of Promotions

When planning an event, no matter the size, the success or failure can largely depend on promotions. Promotions are the key to making others aware of your event and the value it can bring to the attendees. Behind each promotional tool is also a strategy to reach your target audience. Here are a few ways to reach your audience in a strategic manner.

Twitter

Everyone tweets about events they are attending or planning. However, generating buzz over the event starts with branding the activity. Regional Activities at Boston University and Drexel University used the hashtags #pradvanced and #bizarrepr respectively to organize their tweets. Whenever anyone had a question or comment about the upcoming event, the hashtag brought it immediately to the attention of the coordinators.

At the beginning of a promotional campaign using Twitter, you should focus on updates about the event including speakers, sponsors and other activities. However, as time goes on, you should transition toward encouraging people to attend the event because of the value it will bring to them personally and professionally. The last phase of the promotions should focus on the excitement and enthusiasm the coordinators and speakers feel. Sharing the number of attendees can also be a great way to generate publicity and encourage the last few stragglers to sign up. After all, you do not want people to miss out on a great experience!

During the event make sure people know your hashtag and are tweeting about the speakers and activities. This simple action will get the attention of people who aren’t at the event and build interest in your future events.

YouTube

When planning for events, people do not use YouTube well enough. It does not take more than a half hour to shoot a promotional video and more than an hour to edit the video. Promotional videos can be corny or serious but will really get the attention of viewers. Many times it is easier to watch a video explaining the details of an event than reading a long description on a website. Showcase the benefits of the event and why it is a “must attend” for your target audience. Posting the video on YouTube (and then tweeting about it, of course) will get the attention of people around the world.

Facebook

Facebook events get people’s attention, but you cannot depend on a RSVP list from them. Most people will click “Attending” whether or not they are actually planning on coming. However, it is a way to disseminate information and potentially encourage more people to attend. Message all of the guests (who have clicked attending or not) and give them information about registration, speakers, travel and even special opportunities like discounts and giveaways.

Fliers

Flier your campus. Post fliers in the central location on campus. Post fliers in bathroom stalls. Post fliers in hallways. Write messages on chalkboards. Put advertisements on bookmarks to insert in textbooks (that idea comes from University of Georgia). Change screen savers to display your flier. Make sure everyone knows that you have a spectacular event or organization, and they must be included. Don’t be shy about it.

Word of mouth

Spread the message to your friends, and encourage them to do the same. When there is buzz around a particular event, people will talk about it before and after the event occurs. Word of mouth is one of the more convincing ways to encourage people to attend the event. Tell people about your experience, and make sure they know what they will be missing if they do not have a part of the event.

These are five ways to promote among many. As public relations students, we can be creative with these promotions and really get the attention of our target audience. How did you first hear about PRSSA? Was it through an advertisement on campus? A friend? An event on campus? Take your past experiences and transform them into the future of your organization or event.

This is a guest post from Vice President of Regional Activities Rachel Sprung.

Make the Most of Webinars

Webinars offer a unique way to learn from an expert without getting anywhere near a conference room. This online tool has expanded the world of professional development through its freedom and ease of use. You have the opportunity to enhance your career from your very own home (or office or library), often with the chance to interact. Webinars are so popular and successful that people have actually hosted webinars on how to host a webinar.

Because of the high price sometimes associated with these Internet presentations, you may have overlooked the possibility of using this resource. However, webinars are also available for little or no cost, especially for PRSSA members, and can serve as a valuable experience for you.

Follow these five tips to get the most out of each webinar experience.

1. Know the experts or presenters. Learn what you can about the people hosting the webinar. Are they truly experts? What other information can you learn from them? What do you need to know to understand the point of view they will present?

2. Research the topic. It may seem redundant to learn about something before you learn about something, but it’s not. Just do a little surface level Googling to grasp the most basic understanding of your topic. You’ll learn a lot more from the experts if you have enough background knowledge to comprehend their advice and participate in their question and answer sessions.

3. Take notes. Treat a webinar as you would a guest speaker in your favorite class: pay attention and take notes. Don’t waste this great opportunity to have an expert in your very own home (or office or library). Write down new information or your questions. There won’t be a test, but treat the experience as though there will be.

4. Engage in conversation. Webinars nearly always have an interactive component that allows people to ask questions or comment. If you have a question, ask it! Just like in the classroom, if there’s something you don’t understand, there are probably five others who don’t understand either. If you have valuable information, share that as well. Let others learn from your success just as you will learn from theirs.

5. Download the presentation. If you’re lucky enough to participate in a webinar that allows the PowerPoint, audio or visual to be downloaded for free, do it. You can use this as a way to review for your imaginary test (mentioned in Tip 3) or as a way to share your knowledge with others.

The following links are webinars that are offered to PRSSA students at a discounted rate of $35.

http://www.prsa.org/Learning/Seminars/view/672/Gulf_Spill_Communications

http://www.prsa.org/Learning/Seminars/view/670/Using_Location-Based_Social_Media_to_Promote_Events_and_Venues

http://www.prsa.org/Learning/Seminars/view/665/Build_a_Thriving_Online_Brand_for_Yourself

What else can you do to increase your learning from a webinar? Have you participated in a great webinar recently?

This is a guest post from Vice President of Professional Development Therese Kuster.

Are you the right candidate for a future position?

Lee Bush from Elon University recently wrote an article about the abundance of entry-level candidates and how students can set themselves apart. She discusses the benefits of internships and the hands-on experience students can glean from student-run agency opportunities.  Read the entire article on the PR News website, and then let us know how you have benefitted from your experience in a student-run agency. What have you done to become the right candidate for a future position?

Most Asked Questions about National Affiliation

Because National Affiliation is required for firms to apply for the Student-run Firm Awards, directors have been doing a lot of work to achieve this status.  Below are answers to the most frequently asked questions regarding National Affiliation to help out during the application process.

Q. What is National Affiliation?

A.  National Affiliation is status for which student-run firms can apply if they meet certain standards.  Being Nationally Affiliated gives those firms access to certain benefits, as well as a level of prestige.

Q.  What are the standards/requirements?

So many of the firms that exist are well established in their connections, professionalism and structure.  These are the very requirements a firm must meet in order to achieve Nationally Affiliated status.  The application process is explained fully here http://www.prssa.org/resources/firmStandards.aspx.

Q.  What does National Affiliation cost to firms?

A.  NOTHING!  There is no cost to apply and PRSSA does not require any commission, dues or any other fee once the status is granted.

Q.  What are the benefits of National Affiliation?

A.  Student-run firms who are Nationally Affiliated are not only recognized as the most prestigious firms in the society, but also have access to a client referral system.  Additionally, they qualify to apply for the “Best Campaign” and “Best Tactic” student-run firm awards.  In time, PRSSA hopes to increase the number of awards available and Nationally Affiliated firms will continue to be the only firms that qualify.

Q.  Can I apply for this year’s student-run firm awards if I become Affiliated now?

A.  Sadly, no.  The deadline for qualification for this year’s awards has passed, but National Affiliation is still an option for your firm!  Achieving this status will allow you to apply next year, as well as start reaping the rewards upon the acceptance of your application.

Q.  Who should apply?

A.  All firms that consider themselves connected, professional and structurally sound.  So many established student-run firms already meet the standards we have developed; they simply need to apply for official affiliation.  I encourage you to apply before the school year begins so you can start the year with a new status which will bring a renewed sense of professionalism to your group.  I also encourage you to come to me with any questions, concerns, comments or suggestions you have regarding student-run firms, the application process or National Affiliation.

This is a guest post from Vice President of Professional Development Therese Kuster.

PRSSA: What Membership Truly Has to Offer

In my first meeting as a member of the PRSSA Texas Christian University Chapter, I remember being told that membership would help me grow personally and professionally as I prepared for my career in public relations. As I’m now enjoying an exciting tenure as the summer intern at PRSA headquarters in New York City, I realize I had no idea how true that statement would ultimately prove to be.

On a personal level, my involvement in PRSSA gave me confidence and strength in my professional abilities that I would not have realized on my own. This was due to the encouragement of my Chapter Adviser, Dr. Amiso George. Her belief in my abilities as a student and future professional gave me the confidence to write, submit and publish a research essay in a refereed business journal. Despite my initial fear of submitting the work, it resulted in the opportunity to attend an international conference, network with dozens of public relations professionals and overcome my fear of public speaking. I took a risk I wouldn’t have otherwise taken, thanks solely to Dr. George’s guidance and encouragement.

On a professional level, my involvement in PRSSA gave me the most hands-on, real-world experience I had during my entire time as a student. In 2010 I participated in the Bateman Case Study Competition. With few team members and seemingly limited resources, I took on the varied roles of media relations manager, Web content developer, writer and editor for our final campaign report.

At what was perhaps the climax of my collegiate career, I decided to apply for the PRSA/PRSSA internship award, a 12-week paid internship program at PRSA headquarters in New York City. As I prepared for my interview and later received news of having received the award, I realized the true extent to which PRSSA had influenced my academic experience, and now even my post-college career. Personally it gave me the opportunity for increased inner confidence and strength of character, which must have come through in my interview. Professionally, assets like receiving an honorable mention in the Bateman Case Study Competition made me a well-rounded candidate, diversifying my experience and allowing me to better articulate my abilities.

So my advice to all members of PRSSA would be this: While it may sound cliché, it is true that PRSSA can help prepare you for your future in public relations. Embrace it, take advantage of it, and believe it.

What PRSSA experiences have best prepared you for your career?

Megan McGuire recently graduated from Texas Christian University’s Schieffer School of Journalism with a degree in advertising and public relations. She is currently serving as a public relations intern at PRSA/PRSSA headquarters in New York City before seeking a full-time public relations position in the fall.

Entry-Level Public Relations at an Integrated Marketing Agency

When you’re completing your public relations education, you frequently ask professionals and mentors, “What is a typical day in PR like?” Frequently, you get the same answer, “There is no typical day!”

The reason? Because it’s very true! As public relations professionals, we have a wide range of skills, which allow us to be extremely helpful to an organization on many levels.

As a public relations coordinator at the integrated marketing agency thunder::tech, my days are filled with a variety of tasks and can change daily based on the needs of our clients and the agency. An integrated marketing agency is different than a traditional public relations agency. We have a variety of services in-house including public relations, social media, graphic design, advertising, search engine optimization, Web design and development and video. With these services, we can execute a truly impactful marketing campaign from start to finish all under one roof.

My daily responsibilities include:

Media relations. My day normally involves some type of media relations from drafting media kits and press releases to preparing clients with talking points and media training to pitching stories and interacting with journalists and bloggers.

Content writing. Strong writing is essential to a marketing or public relations campaign. Our public relations team creates e-mail marketing messages, website content, blog posts or print pieces. I also assist with video content and scripts.

Social media. Social media are a key component to any sound public relations strategy. Beyond updating Twitter, YouTube or Facebook, my daily duties include advising clients on strategic use of the networks and drafting social media plans.

Creative promotions. In a world flooded with advertising messages and content, it’s important to think fresh. I take time to brainstorm new ideas for our clients daily and provide creative ideas for promotions and new marketing tactics.

The kitchen sink. As I mentioned, the tasks we focus on at an integrated marketing agency can change overnight. In addition to the duties above, my days can also include surveys and market research, presentation and speaking engagement coordination, new business pitches and media monitoring.

As an entry-level public relations pro, mastering the above skills is essential to becoming an agency all star. Here are a few ways you can continue to improve:

• - A good public relations pro can communicate messages in a concise and effective manner. Use each e-mail, voicemail and presentation to practice and improve your message delivery.
• - Social media strategy is beyond telling your audience where you’ll be having dinner tonight. Think of each tweet and post strategically. Treat your social media messages with as much care as you would give to a press release or bylined article.
• - Keep learning! Our industry is changing at a phenomenal pace — do your part by following industry blogs, reading PRSA publications and attending educational events. As an agency practitioner, it is important that you are extremely aware of new technologies and current events.

Christina Karas is a public relations coordinator at thunder::tech, an integrated marketing agency. As the public relations coordinator, she works with clients to develop communication strategies including brand identity, media relations and social media.

Karas is an active member of PRSA and the New Professionals Section. She also is a member of the Cleveland PRSA Chapter’s Young PRo’s committee.

www.thundertech.com

www.linkedin.com/in/christinakaras

3 Social Media Takeaways from PRSA’s Digital Impact Conference

I’ll admit it — sometimes I’m overwhelmed by social media. No, I’m not just talking about maintaining friend lists on Facebook, checking in to favorite restaurants on Foursquare or shortening pesky URLs on Twitter. But in addition to keeping my nose in public relations textbooks and trying to stay up to date on my Google Reader feeds, using social media just takes time out of an already busy life.

What’s craziest about it is that our generation — the Millennials — helped invent this phenomenon.

As a publications intern for PRSA’s Tactics and Strategist, I helped cover the third-annual Digital Impact Conference, held in New York City May 6–7. Keynoters included Google director of global communications Gabriel Stricker, New York Times’ social media editor Jennifer Preston and Toyota’s social media supervisor Scott DeYager. Each had their own take on the future of social media and how they fit into the public relations function.

“It’s not about using new media; it’s about using media in new ways,” read one PowerPoint slide by PR Newswire, which quoted Dr. Craig Lefebvre, a social media expert from George Washington University.

Here are some key takeaways that will help you overcome, rather than succumb, to the great PR shift that is social media that I gleaned as a reporter for the conference.

1. Humanize your brand through social media. Toyota’s Scott DeYager revealed, “We’ve learned a lot from the recalls, but like you, we have a long way to go.” He said admitting flaws, being social and even using a little humor can help humanize your brand because it builds relationships. Whether it’s with the customer or the classmate, focusing on relationships — not friend counts, tiny URLs or Foursquare badges — will help humanize your personal or corporate brand.
2. Stay on top of change. Last year’s PRSSA National Conference theme was “Surfing the Waves of Change.” That theme was farsighted. Social media are here to stay in public relations, and if you’re not learning how to use them, you’re going to be washed out to sea. Now is the time to create a Twitter account as a public relations student. Now is the time to start socializing on the Web. Now is the time to subscribe to those social media blogs. Here’s the news from the conference: Social media are here to stay in public relations, and they’re fundamentally changing the way we practice. Traditional news releases reach the influencers. Social media reach our publics directly.
3. Manage personal and professional social media use. A thread was a question many professionals asked the presenters one way or another throughout the conference: How do I separate my personal social media brand from my company’s?

The most concise answer I heard came from Michael Pranikoff, director of emerging media at PR Newswire, who outlined four Twitter branding strategies:

• Pure corporate brand. This is a typical account made from the company’s logo and name, such as @BarrickGold.
• Corporate with persona. The company name is used as the account, but one or more employees openly manage it, such as @PRNewsWire or @SouthwestAir.
• Employee with corporate association. This is how Pranikoff operates his account (@mpranikoff).
• Pure personal account. An individual Twitter account — the ones most public relations students probably use.

“Which one is your company using?” Pranikoff asked. “There is no wrong way. That’s the beauty of it.”

As a public relations student, adopting social media and using them strategically will help sharpen your skills and keep you competitive as the next generation’s communications professional. Just make sure you don’t get overwhelmed by them.

Philip Volmar is a senior majoring in public relations at Brigham Young University. After serving as his Chapter’s delegate to the PRSSA 2010 National Assembly in Austin, Texas, he works as a publications intern for PRSA’s PR Tactics and The Strategist at PRSA headquarters in New York. You can follow him on Twitter: @pvolmar or e-mail him. Note: the above views do not necessarily represent PRSA or its partners.

Past Presidents Remember Betsy Plank

Following the announcement that Betsy Plank, APR, Fellow PRSA, passed away this weekend, the people Betsy inspired, mentored and guided have been posting their memories about the godmother of PRSSA. Among the people Betsy took great pride in were PRSSA National Presidents. Below are a collection of thoughts and memories from PRSSA National Presidents — we hope these memories will inspire you to continue her mission to advance the public relations profession.

Photo courtesy Kara Czerniak, PRSSA 2005 National Conference Coordinator

Kathy Schoch Ziprik, 1980–1981 National President

Small in stature, Betsy Plank has always stood as a giant when promoting public relations education and the necessity of PRSSA. While national president of the organization, I vividly remember her at a Chicago meeting making phone calls in the middle of the night and rallying support to launch the Friends of PRSSA. Her dedication to students is unmatched. She will be missed by many, and forever loved by all.

Cedric L. Bess, 2000–2001 National President

Our profession has lost one of its pioneers with the passing of Betsy Plank. She was a mentor and inspiration to so many of us, especially those who were fortunate enough to work with her during our time in PRSSA. I will fondly remember her passion, spunk and tireless dedication to public relations education. I am forever grateful for having known such a giving professional and an even better human being.

Jeremy Bridgman, 2003–2004 National President

Betsy Plank was a devoted professional, an inspiring friend and a testament to the value of doing good for others. I was fortunate to be one of the many students who have received a Betsy Plank/PRSSA Scholarship, which allows students the freedom and courage to focus on their education. Without Betsy’s tireless work to support public relations students, like the most important Betsy Plank Scholarship Endowment Fund, the future of the profession would not be the limitless sky it is now for the more than 10,000 pre-professionals who join PRSSA each year. I was blessed to work with and get to know Betsy during my tenure as PRSSA President, and I treasure the conversations and the confidence she had in all of us. Said simply: Thank you, Betsy, for the personal and professional opportunities of a lifetime.

Kevin Saghy, 2006–2007 National President

Betsy Plank positively impacted thousands of lives, including many of the titans in our industry, so I am honored to call her a personal friend. Betsy was a mentor who helped shape my life in Chicago. She became a close personal friend, and soon—without much thought—we just referred to each other as family.

My fiancé and I were fortunate to visit Betsy in her home shortly before her passing. During our last conversation, Betsy exclaimed she “just wanted to be an example to those she leaves behind,” referring to her strong faith and resolve through the very last days of her life. I’ll never forget that moment, and I feel compelled to share just how strong and caring she was throughout her lifetime—literally until the day she passed.

Betsy was always concerned with others. She championed education in PR to bring along future generations. She mentored dozens of professionals I know personally, and likely hundreds more I don’t. And just a few days before her passing, Betsy was more concerned about how our mutual friend was doing after surgery, or how my wedding plans were coming along, than her own condition. It’s ironic that her focus on others drove her to be the most individually-recognized woman in the industry. She always cared about others before herself, yet she still came home with the most hardware. There’s certainly a lesson to be learned there.

Betsy didn’t want a funeral or long memorials (there she goes, avoiding attention again). Instead, the best thing we can do to honor Betsy is follow the example she desired to set. For some, her religious faith may be inspiring. For everyone, her work ethic and service to others should be motivating. I think Betsy would be pleased to know that, upon her passing, everyone who knew her (and even people who didn’t) would be inspired to carry on her missions of leadership and education in PR.

I hope as readers will keep Betsy in mind from time to time as they progress in their careers. When a PRSSA Chapter needs a speaker, or an intern or new hire needs a mentor, those who remember Betsy will step up. It was the example she wanted to set.

Brandi Boatner, 2008–2009 National President

Betsy Plank was a legend. Betsy Plank was a pioneer. Betsy Plank was a fighter for what she believed in. But at the end of the day, Betsy Plank was a phenomenal woman. Betsy touched my life as I mentor, colleague and as a dear friend. Many of my professional development decisions were directly affected by her influence and invaluable advice. I will miss her so much and my heart is broken at the moment.  Time will heal my wounds and I will keep Betsy’s legacy alive and give back to others what she gave to me. Wisdom and love for this profession.

Rebecca Timms, 2009–2010 National President

Betsy was a role model in every sense of the term. Not only did she pioneer the way for women in our field, but also led her life in total humility, an astounding feat for someone of her professional stature. The sincerity of her words and gestures, constant generosity and entertaining wit are all traits I take with me through everyday life. I know these feelings aren’t mine alone — Betsy truly does live on through the many students, professionals and friends who had the fortune to meet and know her.

Suggestions For 2010-2011 Chapter Summer Planning

Below is a guest post from Vice President of Chapter Development Kion Sanders and Vice President of Chapter Development-Elect Kim Ciesla.

1. Survey and talk to your current members to get feedback on their experiences with the Chapter. Use the research to help improve the Chapter next year.
2. Set up a meeting with the Faculty and Professional Advisers to discuss your goals and your expectations of their roles in helping you achieve those goals.
3. Host a retreat over the summer for your new e-board members to encourage bonding.
4. Develop a list of goals for the year, breaking them down by month to make them less overwhelming and more achievable.
5. Have each executive board member work on a platform for the upcoming year. This will give them time to communicate their vision for the year. As a team, you can discuss your plans at the first executive board meeting and provide each other with suggestions.
6. Hold two to three conference calls with the executive board to check in and bounce ideas off of each other. This will help foster a true, team spirit and keep everyone thinking about the upcoming school year.
7. Create a recruitment plan with a timeline. The beginning of the school year is the best time to build your Chapter membership.
8. Start thinking about how your Chapter can get involved on a national level. Browse the national website and discover all the available resources.
9. Contact your 2010–2011 vice president of Chapter development, Kim Ciesla, with any questions, comments or concerns you have about the Society.

These are just a few suggestions, but we’d really like to know: What does your Chapter do to prepare?

A Day in the Life of Government PR

Working public affairs for the U.S. Air Force at entry level is very interesting. I am part of the P.A.L.A.C.E. Acquire program, which is a paid management internship program that offers you a permanent position upon completion of training. At a major command, you must rotate through community relations, media operations and internal information, which is my current assignment.

• A Lesson Learned: You can never be too prepared. When I worked in community relations, the public affairs offices at base level looked to me, at command, as the expert. I read and reread, then read again, how a program worked before sending out instructions. I also highlighted certain areas so I could provide answers quickly if someone called.
• Social Media: At work we use Facebook, Twitter, YouTube and Flickr. Personally, I use Facebook, Twitter and LinkedIn. Having a smartphone has increased my Twitter usage and I am starting to use Foursquare now.
• Specializations: I enjoy writing articles and seeing them published, but I community relations has been my favorite assignment so far. I like being able to make an impact and meet with people face to face.
• Education: Bachelors degree in media studies (public relations and journalism) and a minor in business administration from East Carolina University

I don’t always follow a set schedule, but here are the tasks I perform in a typical work day:

Writing Stories

• Coordinate coverage with video crews for interviews.
• Conduct research for print stories.
• Submit stories for editing and revision.

Update Website

• Load edited copy to website.
• Link video, pictures and fact sheets to story.

Social Media

• Create links to stories on our website with Facebook and Twitter (hashtags are used as well).
• Upload video stories to our YouTube channel.
• Load photos onto Flickr with datelines, cutlines and tags.

Harry Lundy is a Public Affairs Specialist for the United States Air Force and is a member of the PRSA New Professionals Section.