esPResso Your Shot of Industry Insight
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New PR curriculum launches to follow current industry trends and technology advancements By Amanda Fiore
Inside This Issue: Page 2 Meet our Chapter’s newly-elected treasurer Page 4 Taking a look at pop culture news from a public relations perspective Page 5 Student reflects on summer internship in sports comm. Page 6 Current trends in social media Page 7 Apple mania is back with release of the iPhone 5
The field of public relations is revolutionary. As technological means of communication continue to advance, public relations must progress with them. Marist’s newly revamped PR curriculum exceeds the current standards of PR to better prepare students for a successful future in the emerging field. Over the past several years, three Marist professors, Jennie Donohue, Dr. Mark Van Dyke and Dr. Audra Diers, have dedicated themselves to revising the PR curriculum to reflect current, competitive industry practices. Through the examination of feedback from Marist students, professors and alumni, these three individuals developed a cutting-edge curriculum. The curriculum includes four required foundation courses offered to freshmen and sophomores seeking a bachelors degree in communication. In addition, the
refined curriculum offers three new courses as sophomores and juniors: Fundamentals of PR, PR Writing Tools and Applied Research Analytics. Fundamentals of PR introduces the field of PR to students including the history and various areas of the track. PR Writing Tools provides students with writing experience, which will serve as the basis of one’s PR career. Applied Research Analytics is a unique, state-of-the-art PR course that combines research and public opinion with current analytical tools to create a wellcrafted balance of theory and practice. This valuable course is intended to teach students how to integrate social media and data in their future careers. The revised curriculum provides students with a two-track course of study: PR Management Specialization and the Integrated Communication Specialization. Within the PR Management track, students will take two cours-
es relating to PR as a management of communication between an organization and its publics. Within the Integrated Communication track, students will take two courses merging PR with other communication practices. Students have the ability to take courses that are offered within the other PR specialization, which will count towards the upper level communication elective course requirement. Senior year, the ideas and teachings of the entire PR curriculum will be tied together in the Communication Campaign Management Course. This provides an opportunity for students to integrate their accumulation of PR education over the past four years into one cohesive course before entering the industry. Marist College has made it a priority to adjust their PR curriculum to mirror the progression of the public relations field, allowing students to go forward with confidence.
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Q: Where are you from?
Get to Know our new Treasurer, Chelsea Conroy
have also always seen myself working in the busy atA: Fishkill, NY mosphere of NYC. I underQ: Do you have any intern- stand that PR is a necessity ship experience? to most businesses; therefore, the opportunities for A: I have not had an internship in the past. How- potential employers are unever, I recently took on the limited. As a junior, I have taken more classes that role of Public Relations really explain what public Student Assistant for the relations is all about. The library's social media promore I learn about the PR ject. profession, the more I love Q: Why did you choose to it. study PR? Q: Favorite TV show? A: I chose to study Public A: True Blood! Relations because when
Q: Favorite book? A: The Hunger Games Trilogy [by Suzanne Collins] and One Day by David Nicholls Q: What are your current hobbies?
A: I'm really into health and fitness. I love to work out and I run almost every day of the week. I love trying different foods and restaurants. I love going to concerts too. Over the summer I went to Bonpicturing my life, I could not Q: Favorite movie? naroo which was an insee myself sitting in a cubicredible experience. I A: Up is one of my favorites cle doing the same thing love outdoor activities because it’s a fun animation everyday. I enjoy staying like hiking and going to that has a positive and upbusy and enjoy change. I the beach, especially in lifting message. Cape Cod.
Michael Bernardini Chapter President @mrBERNARDINI Erica Conover Vice President (President-Elect) @vivalaerica Jackie Mucilli VP of Chapter Development @YackieYacks
Meredith Lowe Director of PR @merekaylowe Julie Moller Firm Director @juliemoller1 Deanna Morosoff National Delegate @Deanna_Morosoff Jennie Donohue Faculty Adviser Jennie.Donohue@Marist.edu
Chelsea Conroy Treasurer @ccon27 Abbey Scalia Secretary @abbeyscalia Elizabeth Odachowski Historian @LizOda27
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A Letter from the Chapter President By Elizabeth Odachowski PRSSA is off to an incredible start this year with 97 total members. Through our programs and social media, our goal is to strengthen our Chapter by bringing all of our members together. We are taking a new approach this semester by not only having guest speaker presentations, but also hosting events that foster student interaction. On October 3, our Chapter hosted an event during which upperclassmen PR students shared their study abroad experiences. They emphasized the do’s and don’ts and how their experiences enhanced their PR skills. On October 10, we held our first mentor meeting. This program was created to help underclassmen PR students with their degree audits, class scheduling and potential internship opportunities.
With October almost over, I can hardly believe that the warm Hudson River breeze and bright leaves will be changing to a morning frost and bitter cold wind. However, things couldn’t be more opposite for our PRSSA Chapter. After a summer of hard work, reorganization and brainstorming sessions, we have successfully implemented many of our plans. Despite having an incredibly successful year last year, our executive board needed to find ways to build on success and improve our Chapter. Therefore, our main focus was on member engagement. After all, what is the
sense of having nearly 100 members if they’re not doing anything? So far, we have introduced a new mentor program, a fundraising committee, a community service committee and an event planning committee. Additionally, our student-run firm, North Road Communications, continues to be hard at work servicing several non-profit clients in the Hudson River Valley; and we are also preparing to take part in PRSSA’s annual Bateman Competition. When I joined PRSSA during the fall semester of my freshman year, I never thought I’d have a leadership position within the organization, let alone see how successful the Chapter would become. I always reiterate how amaz-
Finally, our Pinterest was recently launched. In our case, PRSSA uses pinboards to show everything from intern style and Monday blues, to our Chapter events and inspirational quotes. We are very excited to put our future plans in motion this year. With our dynamic group of members and upcoming events, this semester is going to be both successful and fun.
Photo Courtesy of Brian Apfel
ing this group of students is and how it is with their help that we keep moving forward. With wellestablished upperclassmen advancing in the profession and extremely enthusiastic underclassmen and new members, we are poised for success. I hope you enjoy this first issue of esPResso and reading about all of our exciting news and activities. Have an enjoyable transition to the holiday madness that’s right around the corner and be sure to enjoy a pumpkin spice latte in the meantime. Cheers,
Michael Bernardini Chapter President Class of 2013
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Lindsay Lohan continues to spiral; PR crises ensue By Tom Snyder Celebrity in itself is a fickle relationship where the public is willing to forgive and forget, but at a hefty cost. The starry eyed, bright face of beloved ‘90s child star, Lindsay Lohan, is quickly becoming tarnished by such a public relations nightmare. After being thrown into the spotlight in 1998 in performing the dualleading roles in The Parent Trap, and continuing her success in 2003 with Freaky Friday and in 2004 with Mean Girls, a long and prosperous career seemed imminent for the fiery redhead. With time, the promise of a future faded as her troubled personal life took center stage. When a celebrity has a singular stay behind bars
or checks into a rehab facility once, generally most people are willing to look beyond it. However, when arrests reach six times and visits to rehab reach four, there is a solid chance that the public has exchanged “star” for “trouble.” With that kind of track record, people tend to overlook the reasons why they fell in love in the first place and the talent that built the career. If Lohan actually makes a committed effort to salvage her career, she needs to devote herself to rehab to rid her substance abuse issues, and avoid conflict with the law. But alas, this isn’t a perfect world. Lohan is going to have to employ extremely talented PR people to salvage her tarnished image. Lindsay Lohan will only be saved by PR agents who
Troubled starlet Lindsay Lohan continues to make career missteps and could benefit from successful PR pros! Source: David McNew, Reuters
focus on good publicity for the celebrity, perhaps photographing her while she performs community service projects. In addition, these agents will need to downplay Lindsay’s previous arrests with thoughtful press releases, emphasizing the efforts being taken to remedy the situation. Also, they need to end the portrayal of Lindsay as a
victim , which aggravates the unsympathetic public. Lastly, Lindsay needs to take responsibility for her actions. Continuing to claim, “it wasn’t me!” or “it’s not my fault!” isn’t going to win the hearts of the public. Lindsay Lohan must admit she has been a mean girl to rebuild her respectable image in the public eye.
Family Guy to Oscar Guy—Producers strategize for new host By Julie Moller Earlier this month, Family Guy creator Seth McFarlane was announced as the host for the 2013 Academy Awards. McFarlane, who is best known for his raunchy and comedic stylings and impressive vocal talents, is hardly traditional Oscar material. So I have to ask, why? This is obviously another attempt by the producers to reign in a broader— and younger—audience. The Oscars are generally associated with stuffy acts, while featuring the most dramatic films of the
year. This is hardly appealing to a younger demographic. I myself usually tune in to see who is wearing what designer and to make sure that “my girl” Meryl Streep takes home another golden statue.
tried, yet failed, to use her charming personality to deflect from the fact that the show was tanking. There was no chemistry between the two hosts or the audience, and they were simply, not funny.
But do we all remember the last time the Oscars made an attempt to be young and cool? Let me refresh your memory. In 2011, the hosts were the popular (and youthful) actors Anne Hathaway and James Franco. What a disaster. I am 90 percent sure that Franco was high throughout the entire performance and Hathaway
However, Seth McFarlane, undeniably popular and talented, may prove to have better luck. There’s a possibility that Oscar ratings will soar and the show will widen its demographic. He himself told the Wall Street Journal that the Oscars would be a test of his “range of talents.” McFarlane’s real challenge, he said, would be
“honoring that tradition of classic Hollywood showmanship, but also updating things in such a way that the show is entertaining.” He certainly has an ability to find humor in even the most dismal things—but it is usually with a crude twist. I would be more understanding of him being chosen as the host for the Emmys—or even the Golden Globes. But the Oscars have maintained a reputation of being traditional. They very rarely even honor films outside of the drama genre.
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A Summer of sports: Learning more about intern life at ESPN By Corey March This summer I interned at ESPN New York in Manhattan. My internship consisted of a 50/50 divide between the Programming and Marketing Departments. In the Production Department, I was asked to log the content of radio shows (known as rundowns) so as to research which topics received the highest ratings and the most feedback from callers. In addition, I screened callers who wished to contribute their opinions on the air and did research that supplied content to those on-air conversations. Hosts and producers emphasized the importance of call screening because they contributed significantly to the operation of the shows. In my experience, about 25% of each show was spent corresponding with callers.
I was also asked to work in the Marketing department. There, I analyzed advertisements during broadcasts of sporting events to help the network’s advertising in the future. I also communicated with contest winners and event correspondents. As a marketing team, we prepared for and carried out events throughout the Tri-State area. I participated in events such as the Kentucky Derby and the annual Tee It Up Golf Classic. At these events, we promoted ESPN New York as an organization, as well as their smartphone app and 98.7 FM, their new radio station. We would entertain guests with trivia, games and contests and even give away prizes. I was given the honor of meeting and working with well-known radio industry hosts such as Stephen A. Smith, Ryan Ruocco and
Michael Kay along the way. I got to know them on a personal level, which, considering they were individuals I had watched and listened to throughout my life, was thrilling. I also got to meet former athletes like Aaron Boone, Tom Jackson, Damion Woody and Tim Hasselbeck. Being a huge sports fan, that part of my experience at ESPN was amazing. I gained priceless professional experience this summer. I learned many significant lessons, such as interpersonal communication in an office setting, and gained promotional skills that will help me to succeed in my profession. The people at ESPN New York made my experience extremely enjoyable and educational, and I am appreciative for that. I had such a great experience that I plan to apply for a position in marketing at ESPN New York in the future.
KEY INTERNSHIP TAKEAWAYS 1.) Volunteer in different company departments to gain more worthwhile experience. 2.) Participate in any event possible to prove that you are a dedicated member of the company. 3.) Network with coworkers and people you meet. They have great advice for your future career.
Email: prssa.marist@gmail.com
Blog: www.maristredfoxes prssa.blogspot.com
Twitter: @MaristPRSSA
Pinterest: MaristPRSSA
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Social media’s tactful (or tactless) marketing strategies influence New York Fashion Week By Katie Daugherty Since its start in 1943, New York Fashion Week has evolved dramatically. It has shifted from an exclusive event that only the industry’s elite attend, to an event that is broadcasted around the world via the Internet. Social media has had a huge impact on Fashion Week, and fashion bloggers have become the ones to watch. Since bloggers have such vast influence over their followers, who are constantly following and replicating the trends, their “street style” is frequently being photographed. Therefore, with the recent rise in photo blogging through websites like Tumblr, Pinterest and Instagram, brands are gaining free publicity. With the rise of social
media’s presence during fashion week, bloggers are now being asked by designers to wear their garments and to be photographed in them. Now, I know what you’re thinking—“sounds like a photo shoot” but these pictures are not being shot in typical photo shoot settings. Marketers and public relations professionals are staging “street style” photographs during Fashion Week to make them look like typical photos a blogger would post of a self-styled look. There is just one problem—these looks are NOT created by the blogger. Rather, they are carefully crafted by the designer and worn by the blogger to promote the brand. Tom Julian, a fashion and branding specialist in New York City, told the New York
Times in the article “Who Am I Wearing? Funny You Should Ask,” that “bloggers are becoming walking billboards for brands” and it’s causing people to question if their favorite bloggers are coming up with their own looks or if their blogs are just being used as promotional tools for the newest trends. The constant growth of technology has certainly played a large role in the evolution of Fashion Week; but what does this mean for students studying for a future career in public relations? It means that we need to pay close attention to the current trends and Is this a “street-style” staged? Blog followers are skeptical. changes occurring within the Source: Refinery29.com industry. Public relations professionals need to know when to take advantage of about how to avoid discreditdifferent media outlets. This ing bloggers through false will help spread the word advertising.
Winklevoss twins set sights on new social media position By Ellen Penchuk Just when you thought the Winklevoss twins rowed away with a $65 million dollar settlement from Facebook, think again. Tyler and Cameron Winklevoss may have gotten the bitter end of the stick when Facebook went public, but they show no signs of slowing down. Once they received their settlement from rival Mark Zuckerberg, they chose to invest $1 million into
an investment website called already have.” A striking difference from the loyal Face“Sum Zero” this past June. book, Twitter and Instagram Founded by Aalap Mahadefans. via and Divya Narendra, this Although Sum Zero may website is designed specifically for investment profession- only apply to private equity als. Private equity and hedge professionals, social media fund backgrounds are warmly has spread into a very intenwelcomed. “The appeal for sive work environment. Being members is the chance to that social media outlets proread ideas from other inves- vide users with close interactors, but also to spread the tion for companies, it was word about investments they shocking to discover that these brothers wanted to create
a social media website in an industry that emphasizes individual results. Clearly stressing the importance of communication throughout an organization, social media for all business types are becoming essential. “We want to get involved and really roll up our sleeves," said Tyler Winklevoss. This type of communication is raising the standard for basic business to consumer interaction.
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Positive iPhone 5 reviews are revealed via Twitter By Emily Schleider Minutes after the unveiling of the brand new iPhone 5 on September 12, the Internet erupted with buzz about the highly anticipated smartphone. Around the world, people have been anticipating the arrival of the newest Apple gadget. As soon as they were able to get their
tising and marketing departments help to heighten the popularity of their products, they thrive primarily off of social media. Whether people simply state their opinions, or blogs devoted entirely to the topic, these social media channels help Apple products reach new levels of recognition, both negative and positive.
The newest edition to the iPhone family has fans tweeting about it’s updated features. Source: techfond.com
hands on it, everyone began voicing their opinions on the newest addition to the technological world all over the Internet. Have you ever wondered why the release of a new Apple product is always such a worldwide sensation? While Apple’s adver-
These opinions are based on various criteria. Some think the new iPhone 5 has great new features; others believe consumers should save their money. Some simply prefer other phones, like the Android, to the iPhone. Whatever the opinion, society utilizes social media to get their
thoughts across usually with the intention of encouraging others to think the same way. Social media websites such as Twitter and Facebook allow topics to trend and be viewed all over the world. They allow an individual to spread their opinions as well as allow others to express their own on a given topic. Thanks to social media on the Internet, any individual judgment can persuade what you believe. For example, according to Mashable, 40 percent of tweets about the iPhone 5 on the day it was announced were positive, which was much more optimistic than when the iPhone 4S was announced. Due to the initial positive feedback, it shows the high demand level for the new product, thus Apple takes that feedback to help them dictate how successful their product is. The popularity of the iPhone is universal. Opinions of the iPhone 5 influence other people’s opinions and also help Apple to analyze their successes. Regardless of what society thinks, just talking about a product via social media allows for global recognition that cannot even be closely replicated to any other source of information.
FUN FACTS ABOUT THE IPHONE 5 40% of tweets about iPhone 5 were positive
75% of current iPhone users will buy the iPhone 5 within six months
78% of iPhone 4S users plan to buy the iPhone 5 within 6 months
Females are 2.7 times more likely to settle for an older version of the iPhone
The September 21 iPhone release was the most tweeted release date in iPhone history
Apple expects to sell 250 million iPhone 5’s
From Popular Science and Mashable.com
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PRSSA goes global with international panel By Rebecca Scaparro Studying abroad is an unbelievable experience that can provide longlasting memories that remain far past one’s college years. It helps build one’s resume, allows one to unleash their hidden independence and provides an adventure one will never forl foggy a c i p y get. . on a t
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Earlier this month, the Marist PRSSA Chapter hosted an International Experience Panel, where members contemplating studying abroad could learn from those who have recently returned from their study abroad programs. The members explained why their countries
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were best fits for them and how they can be for other members as well. The panel spoke about abroad programs in China, Australia, Italy, Spain and the United Kingdom. The students who visited these countries spoke of their struggles, their highlights and why studying abroad is so beneficial. Panel member Ellen Penchuk described her internship in London and how the connections built abroad have led to job prospect at home. Students also spoke about the convenience of traveling to other countries, gave tips on booking last minute flights and finding hostels or hotels and explained that taking risks is what makes life worthwhile. Students also spoke about why they chose a certain study abroad program based on their major and what they were look-
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ing to get out of the experience. Senior panel member Jessica Hasapis summed it up by saying, “Don’t go with a big group. Go and make the best of it and discover hidden treasures within whatever place you choose to study abroad in.” She shared stories of traveling in Spain, living with a host family and sightseeing. She showed students how to take a scary experience and make it fun. The other panel members all agreed that the most random nights were the most fun. Sometimes, being unprepared can be beneficial and can help you discover a hidden eclectic bookstore or small café that otherwise you would have missed out on. The benefits are endless and it is truly what you make out of your time spent abroad that will dictate the experience you end up having.
“ D o n ’ t g o w i t h a b i g g r o u p . G o a n d m a k e t h e b e s t o f i t a n d d i s c o v e r h i d d e n t r e a s u r e s w i t h i n w h a t e v e r p l a c e y o u c h o o s e t o s t u d y a b r o a d i n . ” - J e s s i c a H a s a p i s