Kathryn's Blog

After finishing up the last day of Cap 220: Fundamentals of public relations class, I’ve realized a few things. Those things being that PR is complicated and yet there is still more to learn. Although I’ve definitely come a long way since the start of the semester. Lectures and campaign projects have helped me understand it by taking a problem into my own hands and really getting to dissect it. 

As mentioned in my blog from the beginning of the semester titled, It isn’t black & white: Public Relations Defined, I talked mostly about how Public Relations involves a lot of understanding the market that a product/brand is trying to sell to and then changing reputations. I didn’t mention the fact that PR involves a ton more. PR involves a multitude of other things, including creating documents, campaigns, events, and a heck of a lot of planning. You aren’t just trying to help a company sell something in the most effective way, but you are doing plenty of other things that aren’t behind a computer, but rather, face to face. PR requires involvement in the companies you are working with, so good communication skills are a must. 

Dealing with things like crisis management is a whole other part of PR I had no idea about. For example the television show Scandal, one of my recent favorites, deals with just that. While there is lots of drama and other things going on in the show, you can tell she is really dedicated to her job and it basically consumes her. Which I can see by just learning more about it in class, it definitely is a profession that requires you to be really involved in your job.Not saying you won’t have a life if your career is in PR, but it really forces you to change your mindset and really expand your ideas in order to think creativity to do effective work. One of the reasons why I chose this path was because it’s a career you can never get bored with. 

In my previous blog, I also mentioned how PR is hard to define. I mentioned how it really is more than a sentence because of how much is truly involved in it. Which is definitely still true after learning more and more about it. One sentence just doesn’t do it justice. Depending on what your job is, while there are many, that definition will vary. Although one thing is still true, that being that Public Relations requires more than one person, it requires a team of people to communicate their ideas and thoughts for you to effectively get the job done. 

After a semester of collaborating with other students, my grasp on PR has become a better one. I’ve ultimately become a more creative person while realizing that were all going at an issue with the same goal. Getting there will require more than one person’s thoughts to accomplish that goal and if your ideas are different than the person sitting next to you, your making progress.

Evaluation is very strategic when it comes to public relations, understanding and defining it is well described by Watson and Noble (2005), 

“the practice of evaluation involves the systematic collection of information about the activities, characteristics, and outcomes of programs, personnel, and products for use by specific people to reduce uncertainties, improve effectiveness, and make decisions with regard to what those programs, personnel, or products are doing and affecting” (p. 22). 

So in order to see if your efforts to complete your goals and objectives have paid off, you have to evaluate. In order to do that, you have to measure your work to see if there has been improvements and where they are coming from. This can be difficult especially in the public relations field. Measurement particularly is hard because depending on your goal, there are generally many strategies and tactics that have been put in place to make that difference. Determining what in particular it is that is making a difference is the hard part as it includes a lot of research and attention.

Once again one of the major reasons for evaluation is to see not only where a company has made success but if a company has made success. This can also be determined by measuring the ROI aka “return on investment”; subtracting your gains from your costs. Although ROI is one of  the most cost-effective strategies, you may be left not knowing where or what resources you should be investing in. Some great advice given by Comcowich (2018) states that “Data can sometimes prevent you from taking your brand to the next level, from establishing your company as a leader in its field and vastly improving the public perception of your brand” (para. 17). 

Other ways to evaluate success can be things like surveys, media monitoring or general online analysis. Surveys can be used best for assessing effectiveness of the key message. “If the company’s key message is to communicate a superior brand, then the survey results should reveal if the message was received as intended” (West, 2017). Media monitoring is best for determining if the message you are broadcasting on the radio is reaching their target markets since you are able to choose what audience the message will reach. This focuses on if the message helps reach the clients goals and/or objectives. Lastly, online analysis can determine how many interactions certain online pages get, especially social media where people can post comments or reviews about businesses or organizations.  Ultimately, there are many ways to evaluate a company’s success. Knowing which ones can be determined by examining the goals and objectives one by one. These resources will make your job easier and more effective. 

Sources:

Comcowich, W. (2018, December 3). Is Return on Investment (ROI) the Best Metric to Measure PR Success? Retrieved from https://glean.info/is-return-on-investment-roi-the-best-metric-to-measure-pr-success/.

Watson, T., & Noble, P. (2005). Evaluating public relations: A best practice guide to public relations and evaluation planning, research & evaluation. London;Sterling, VA;: Kogan Page Ltd.

West, B. (2017, November 21). Evaluation Techniques Used in PR. Retrieved from https://yourbusiness.azcentral.com/evaluation-techniques-used-pr-21450.html.

Typically the way a sponsorship works is when financial support is donated from a supporter of a company. In order to get people to support a company, public relations professionals have to step in to help. This will allow the company or organization to understand the audience a bit better. People in PR will dig deep behind the brand while taking a look at the overall message of the company, what people’s money will be put towards, and overall figuring out the best way to really push the need for donations or sponsors. This information is what companies can use to drive in even more profit. “Through the use of public relations these donations assume a much greater weight: they become part of the image and reputation of the company and as such begin to powerfully re-define it” (Harris, 2005, para. 11).

Public Relations professionals are the backbone of sponsorship and overall consumer perceptions of the brand. “Sponsorships are designed to increase brand awareness, improve corporate image, and reach target markets” (Tanner, Raymond, 2012). “While most people associate sponsorships with sports, companies also sponsor things such as entertainment, buildings, events, and philanthropic projects, as well as brands and products on social media” (Tanner, Raymond, 2012). As social media is a growing platform for advertising, more and more companies are using this option. 

One of the most useful ways is using people like YouTube or Instagram Influencers. They are then oftentimes paid to release a post or video stating why they are in support of that brand. Generally, the influencer has a good number of followers and the product they are asked to represent is related to their content or liking. This allows for that influencers followers, who are generally interested in the same thing, become aware or “influenced” to buy it. This seems to work well for the beauty community, sports entertainment or any industry for that matter. As mentioned in an article by Max Barnett on Digital Sponsorship Options, “The NBA, for example, generates 18% of its media value from its social media efforts. That translates into an estimated $350 million over the course of a season for all of the league and team’s official sponsors” (2018). This strategy is generally most helpful for things like sports and beauty industries because social media is most prevalent in young adults as is the interest in sports and cosmetics. All of it coming down to reaching your target market for your brand in the best way possible (PR). “So with digital now a critical channel for brands, it’s no surprise that they’re actively looking to better understand and measure returns in this space” (Barnett, 2018).

Resources 

Barnett, M. (2018, October 5). Amid Digital Sponsorship Options, Don’t Neglect Social Media. Retrieved from https://www.nielsen.com/us/en/insights/article/2018/perspectives-social-media-and-sponsorship/.

Harris, R. (2005). When giving means taking: Public relations, sponsorship, and morally marginal donors. Public Relations Review, 31(4), 486-491. doi:10.1016/j.pubrev.2005.08.006

Tanner, J., & Raymond, M. A. (2012). Chapter 12 Public Relations, Social Media, and Sponsorships. Retrieved from https://2012books.lardbucket.org/books/marketing-principles-v2.0/s15-public-relations-social-media-.html.

Social Media as a Skill

Social media has become an enormous form of communication, especially in the business world. It has been used to promote products or brands to a wider target of people. Without it, advertising and/or promoting these brands or products has limited the amount of reach. If you are familiar with it, it can help in representing yourself well to employers and even be used for job related material. Like mentioned in a journal by Vladlene Benson (2014) “Social media skills are viewed as increasingly important, particularly in marketing related work, with employers expecting graduates to be well-versed in the use of online social media. At the same time some employers use social media to check behavior patterns of potential graduates, and one could argue that students need to be made more aware of this”(Para. 9). 

Social Media in Relation to Public Relations

In public relations specifically, representing yourself to a client or brand is important if you want to work together. These first impressions are important and can make or break a business partnership. Social media however, has changed the game. It has allowed people to get that impression earlier on, allowing them to gain information such as skills, values, beliefs or experiences you have or the company has put out onto the world wide web. These are some things that may interest potential clients that perhaps you wouldn’t normally get attention from. Ultimately, PR and social media go hand in hand. As mentioned by Paul Bates, “undoubtedly, social media is here to stay and it will only evolve further. PR must also evolve so that synergy is maintained and companies can maximize on the huge rewards that can be reaped from these two marketing elements” (Para. 7).

Social Media in Relation to Advertising

Back in the day, advertising was generally on pieces of paper tact to a telephone pole, or displayed on a billboard. Today, social media is one of the most popular and effective forms of advertising.

An article by Kingston Webworks mentioned a valid point: 

“If you’re still relying exclusively on traditional advertising to market your company’s products and services, you’re missing out on something big. Social media marketing presents a huge opportunity to reach more consumers at a lower cost. Not only will you reach more consumers, you are able to target the right ones” (Para. 1).

With social media on the rise and still growing, it is no doubt it won’t be effective for a brand or business. Like mentioned, it’s cheap and can reach a wide range of people. Since people are constantly scrolling through social media every chance they get, with only a few clicks they could be exposed to an advertisement. Most likely they came across it because it’s related to something they are interested in, therefore benefiting a company or business even more. Essentially, social media has become beneficial for both the customer/consumer and business/corporation. 

Work Cited

Benson, V., Morgan, S., & Filippaios, F. (2014). Social career management: Social media and employability skills gap. Computers in Human Behavior, 30, 519-525. doi:10.1016/j.chb.2013.06.015

Bates, P. (n.d.). Why Public Relations Should Play a Role in Your Social Media Marketing. Retrieved from https://csic.georgetown.edu/magazine/public-relations-play-role-social-media-marketing/.

Social Media Advertising More Effective than Billboards. (2018, April 24). Retrieved from https://www.kingstonwebworks.com/social-media-advertising/. 

It expands your knowledge

Expanding your creativity sometimes requires you to obtain knowledge and information from other people and places. The world wide web is one of those places. Research can be helpful in many areas of the business and marketing world. Public relations specifically, requires research to understand how people think and feel to help solve problems within a company or organization. Getting ideas and statistical information from other places can also make your job a whole lot easier. 

It’s an essential part of the job

Essentially, without qualitative or quantitative research, we cannot measure data, take surveys or perform ethnographic research. Therefore, people who work in the public relations sector cannot figure out ways to better a company or ways in which it is not working. To understand what’s working and what’s not, you have to perform tests in order to create new ideas and ways something will work better. In other words, Johanna Fawkes states in a journal article that “public relations cannot develop mature ethics without deeper engagement in its ideas of the society it operates within.” Afterall, it takes a village to raise a child. 

What better way than to be submersed?

In order to evaluate a situation properly, just like in everyday situations, you must “put yourself in someone else’s shoes”. Ethnography is one of the best types of research for really submerging yourself in a situation. For public relations, digital ethnography can be really helpful. Christopher Penn explained just how. In his blog, he states “ by using social and digital search tools, we’re able to extract years of historical data from participant pools numbering from dozens to thousands of people, limited only by our data processing and interpretation capabilities”. 

We are in a digital world.

The term for digital ethnography can also be known as “netnography”. Whatever you decide to call it, using it in public relations “has the potential to increase understanding, not only of consumers, but of all organizational stakeholders who take part in online communities (e.g., employees, investors, local communities, and activists)”(Toledano). So who really cares? The people that you may work for and/or the companies/organizations asking you to help them. Those are the people that care. That way someday, you can be a reliable source for other people to use in their research.

References

Fawkes, Johanna.Comunicación y Sociedad; Pamplona Vol. 31, Iss. 4,  (2018): 159-171. DOI:10.15581/003.31.4.159-171

Penn, C. S. (2016, August 29). Digital Ethnography for PR, Part 2: Ethnography Explained – SHIFT Communications PR Agency – Boston: New York: San Francisco. Retrieved from https://www.shiftcomm.com/blog/digital-ethnography-pr-part-2-ethnography-explained/

Toledano, M. (2017). Emergent methods: Using netnography in public relations research. Public Relations Review, 43(3), 597–604.

PRECONCEPTIONS OF PR

One of the most common preconceptions of Public Relations includes generalizing it as “marketing”. As for myself, I thought that as well. I also believed before researching, that public relations digs deep into the customer to get a better grasp on them- to sell a product in the most beneficial way. Which is true, but also not all they do. Someone in Public Relations can do a multitude of things. In fact, rather than just finding out the target markets likes, dislikes and who and what a product is, they take that information and use it to alter reputations and enhance a company’s brand. Rather than trying to sell only the product, they help try to sell the brand. While helping them gain profit but also creating a plan that persuades the consumers why that product is truly the best for them. 

IT’S MORE THAN THE MONEY 

As I researched “Public Relations”, I read some things I felt make working in the field so special. “PR’s goal is to understand the communities of people we want to reach and how to engage them in conversations without marketing at them”(learning) – something mentioned by Breakenridge, a PR professional in 2010. This especially stood out because not usually on the business side of things does it get personal with the consumer. Thinking they are trying to get in your head to gain only profit in the end is a common misconception. Most companies, if they are smart, try to truly get to know the consumer to see if and/or how that company or product will benefit specifically them and why they should be purchasing it. So as surprising as it sounds, it’s not just about the money. 

NEW DAY, NEW JOB

As I continued to research the PR side of things, Chaidaroon (2009)  found that “The ever-changing political, social and economic landscapes always influence the nature of public relations (PR) practice in any country”.Which is something that can be beneficial when you work in that field. Since the world is constantly changing and new trends arise every year, it will never get boring. Although, keeping up to par with the latest trends can be one of the challenging aspects of the field. 

IT’S MORE THAN A SENTENCE

When someone asks what public relations is, it’s not always easy to come up with the best answer for them. Especially trying to define Public Relations in one sentence. Erin Watson (2013), who works in communications, mentioned that “It will take a concerted and consistent effort to clarify, defend and demonstrate the value of public relations both within and outside of our profession”. After researching, I realized that it is in fact a misconstrued profession, that takes a lot of different definitions to fully understand what it truly is exactly. So, if you take the time to research the profession, you begin to gain a new appreciation for the field learning that it’s more than just dinner parties with Samantha Jones from Sex and the City. 

REFERENCES

Breakenridge, Diedre. Solis, Brian. PR 2.0 in a Web 2.0 World: What Is Public Relations        2.0?. Feb 2010. PH Professional Business. 

Chaidaroon, Suwichit (Sean.Media Asia; Singapore Vol. 36, Iss. 2,  (2009): 104-111.

Watson, Erin S. Public Relations Tactics. Sep2013, Vol. 20 Issue 9, p16-16. 3/4p

#1 Position Name: Manager, Creative Marketing – Original Film

Company seeking employee: Netflix

Link: https://www.linkedin.com/jobs/view/manager-creative-marketing-original-films-at-netflix-886848417?utm_campaign=google_jobs_apply&utm_source=google_jobs_apply&utm_medium=organic

A list of all the software/technology/digital skills the position requires or recommends:

A minimum 5-8 years of entertainment marketing or social media agency, network/studio marketing/social team.creative agency, brand or gaming leading global campaigns and building communities – candidates with backgrounds in strategy, digital, print, AV and/or social creative are welcome.

Strong communication and analytical skills, as well as the ability to think strategically.

A passion for film is a must.

To be eligible for this job I will have to find an internship with a marketing or social media agency. I would have to work with this company for a few years so I can gain experience in this field, before applying for this job.

#2 Position Name: Assistant – Creative Advertising at Metro-Goldwyn-Mayer Studios Inc.

Company seeking: MGM

Link: https://www.monster.com/jobs/search/?q=motion-picture-advertising&intcid=skr_navigation_nhpso_searchMainPrefill

A list of all the software/technology/digital skills the position requires or recommends:

BA/BS degree preferred

Minimum 2 years’ supporting senior executives

Proficiency in Adobe Creative Suites

To apply for this job I will need to intern a senior executive, possibly with this company. This will allow me to gain experience with what I will be doing in the future for this position.

#3 Position Name: Assistant Media Planner/Buyer

Company: Crossmedia

Link: https://www.monster.com/jobs/search/?q=bachelors-in-advertising&where=New-York-City__2C-NY&jobid=5da0e631-f875-49c8-8e0b-141d267a7eae

A list of all the software/technology/digital skills the position requires or recommends:

Bachelor’s degree in Advertising, Communication or relevant field

Media Internship a PLUS

To apply for this job I will get an internship in media. For my major, an internship is required. So if there is no available “media” internships in Grand Rapids, I will have to move where there is one.

#4 Position Name: Product Marketing

Company: Steelcase

Link:https://www.google.com/search?q=marketing+jobs&ibp=htl;jobs#fpstate=tldetail&htidocid=J0ELLgnDo2xWpWWlAAAAAA%3D%3D&htivrt=jobs

A list of all the software/technology/digital skills the position requires or recommends:

Computer Skills – Microsoft Excel, PowerPoint
Some physical labor in shipping products
Cumulative GPA of 3.0 or above

To apply for this job I will need to get my GPA up. Hopefully raise it past a 3.0 so I am  overqualified, making me more likely to get the job.

#5 Position: Bulk Buyer

Company: Whole Foods

Link: https://www.google.com/search?q=buyer+chicago&ibp=htl;jobs#fpstate=tldetail&htidocid=Ue_u04qDTfMO7fTvAAAAAA%3D%3D&htivrt=jobs

A list of all the software/technology/digital skills the position requires or recommends:

1+ year buying/merchandising experience
1+ year grocery experience
Customer Service Focus

For this job I will have to get a part-time job at a grocery store or customer service job. This summer I can apply for a job specific to that.

#6 Position: Production Counsel Feature Film

Company: Netflix

Link: https://www.google.com/search?q=film+california&ibp=htl;jobs#fpstate=tldetail&htidocid=u7gueYf_hWYhEm5oAAAAAA%3D%3D&htivrt=jobs

A list of all the software/technology/digital skills the position requires or recommends:

The successful candidate will have at least five (5) years of development and production experience in feature films, with direct experience drafting all forms of agreements related to the development and the production of a motion picture. Experience providing in-house support and/or firm experience required.

Clear, concise communication skills.

For this job I would have to get a job with a production company first, to gain experience. As well as continue taking my speech class to acquire better communication skills.

#7 Position: Advertising Assistant, New Media and Technology

Company: Motion Picture Association of America Inc.

Link: https://www.indeed.com/jobs?q=advertising%20film%20industry&l&ts=1551041200170&rq=1&advn=6811680561589455&vjk=63b3bc0181c5bbe6

A list of all the software/technology/digital skills the position requires or recommends:

Bachelor’s degree in film, media, advertising, research or comparable.

Experience with Adobe Illustrator and/or knowledge of outputting graphics for use in DCP packages and screen resolutions / aspect
ratios preferred.

At least 3 years’ experience in entertainment, preference for motion picture industry, with a strong understanding of motion picture
studio structure.

For this job I will have to either intern for a entertainment company right out of college or get a job with one for at least 3 years. Then I will have a better understanding of the motion picture studio structure

#8 Position: Manager, Digital Advertising

Company: Sony Music Entertainment

Link: https://www.indeed.com/jobs?q=advertising%20film%20industry&l&ts=1551041200170&rq=1&vjk=3af4daf07423610e

A list of all the software/technology/digital skills the position requires or recommends:

Bachelor’s degree in a relevant field

3+ years previous experience marketing/advertising in the music or film/television industries

Must have excellent interpersonal skills and be comfortable with communicating problems and suggesting solutions both internally and externally

To qualify for this position I will need experience in a job in marketing/advertising in the music or film industry. I could possibly work for steelcase here in Grand Rapids for a few years to gain this experience.

#9 Position: Growth Marketing Specialist

Company: Stanford University

Link: https://www.indeed.com/jobs?q=advertising%20film%20industry%20entry%20level&l&vjk=69127c53741317a5

A list of all the software/technology/digital skills the position requires or recommends:

Bachelor’s degree and minimum 1 year of relevant experience or a combination of education and relevant experience. 2-3 years of relevant experience preferred.

Strong oral and written communication skills.

Ability to build lasting relationships and strong communities; customer focus.

For this position I will need to take some marketing classes. So I can gain relevant experience for this specific job. I can take a marketing class as one of my electives.

#10 Position: Vans Jr. Art Director

Company: Vans

Link: https://www.indeed.com/jobs?q=advertising%20film%20industry%20entry%20level&l&vjk=2a686a8fbb2091c9

A list of all the software/technology/digital skills the position requires or recommends:

A minimum of an Associates (2 year) degree in advertising, communication design, or visual arts. A bachelor (4 year degree) is preferred.

One to two years of related word experience and/or training or equivalent combination of education and experience required.

For this position I will have to go over word and re familiarize myself with each gadget. As well as finish getting my degree in Advertising.