PRSSA KICKS OFF THE SCHOOL YEAR WITH INTERNSHIP PANEL
BY KATIE PILSON
Though the summer of 2016 has officially ended, the events that have transpired over this last season will not soon be forgotten. Historically, this summer will be remembered for events like the presidential nomination of the first woman in a major political party, and the record shattering Rio Olympics. As unforgettable as it will be for the world, it will also be unforgettable for PRSSA members. Members of The Drewry Chapter went all over the globe into a variety of industries to intern with corporations, agencies and a host of other organizations. Whether these interns were in Athens, different states or different countries, they learned how to secure their dream internship and gained valuable experience working in PR.
For the first official meeting of the semester, PRSSA hosted a panel discussion allowing seven members to share their experiences and pass on some tips they learned during their summer internships. The panelists worked with places like Coca-Cola, See Spark Go, Southern Company and Tibi, just to name a few. Listening to the panel discuss the experiences they had proved just how versatile jobs in PR can be; not one internship looked like the other. Ananda Costa spoke about what it was like to foster relationships between brands that were wildly different from one another, a skill she learned from her exclusive internship with CocaCola. Brianna Rape had a far different experience in her role at Tibi; her responsibilities centered around lending models and magazines clothing pieces
from the store to promote their brand. Ashlyn Belding shared what it was like to be an Apprentice at See Spark Go and the exciting challenges that arose after leading her own project. Despite the differences in their internship responsibilities, the one thing all of the panelists did have in common was the exciting stories of learning and success in their roles. The panelists closed the discussion with the best practices for securing choice internships. The general consensus on how to achieve an internship was persistence and networking. Every single panelist shared the importance of making yourself stand out in a crowd and building relationships with people in your industry. In a field as competitive as PR that can be difficult, especially at large career fairs or other hiring conventions.
However daunting it may seem, everyone on the panel stressed the importance of the initial pitch and the follow-up. Whenever meeting someone looking to hire, it is essential to give them a sense of who you are and what makes you uniquely fit for the job. Just changing this from passive to active voice. Equally important is getting in touch with them after the initial meeting in order to give them the opportunity to stay in touch with you. Finding professors and professionals in the field is also critical for increasing the likelihood of finding jobs and internships. The panel had great insight and advice, and they set the bar for the excellence that can be achieved by our PRSSA members. It was a great recap of a great summer, and we are very excited to see what the future holds for everyone.
OCT 2016 • UGA PRSSA • DREWRY CHAPTER , UNIVERSITY OF GEORGIA • UGAPRSSA.ORG
GRADY FACULTY PROVIDES PR STUDENTS WITH CRISIS COMMUNICATION COALITION BY MORGAN SHAVER
communication is an Last Spring, the invaluable skill. These Crisis Communication coalitions includes 11 Coalition website and faculty members of social media officially the department of Adlaunched. With school vertising and Public once again in full Relations in the Grady swing, students are College, and all have a encouraged to explore Ph.D. and are experts and utilize this unique within their field. resource. Having Grady’s own The coalition is teachers contribute made up of UGA to the coalition offers faculty and reports students the exclusive on crises going on in chance to further learn the world today. The about the techniques goal of this group is they used and why to “provide a place for they chose this particresearch, commenular approach. tary and practical tips Professional indiabout Crisis Commu- viduals or organizanication Leadership tions that specialize in and to serve as a recrisis communication source for journalists have the chance to seeking comment and affiliate and contribute analysis of newsworto the discussion as thy crises,” according well. This opportuto the website. nity offers additional Student Erin Shatknowledge and methtles described the ods seen in the corpocoalition in her own rate world. words as “a platform The website also for those interested in includes both a biblipublic relations crisis ography and a library communication and section. These caterelated fields to learn gories offer articles, more about ways to research and the best handle crisis commu- new practices in crisis nication in a profescommunication. Both sional manner.” sections provide a As a crucial part of wealth of information, public relations, crisis conveniently gathered, OCT 2016
at your fingertips. Faculty members have already written about a variety of situations. The most recent articles were about the Olympic scandals, public figures’ alcohol abuse and the Zika virus. The wide range of topics covered offers a glimpse into crises across industries and how to handle them. The Crisis Com
munication Coalition is an uncommon opportunity for us, as students, to prepare for our future careers today. We have the chance to critically observe real incidents happening in our world and not only consider what we would do, but learn how true professionals would handle communicating the details to the public.
EXECUTIVE BOARD PRESIDENT
Kristyn Hicks email@example.com
VICE PRESIDENT Emily Johnson firstname.lastname@example.org
CREATIVE CONSULTANTS DIRECTOR Erin Shattles email@example.com
Maggie McNerney firstname.lastname@example.org
Chloe Branch email@example.com
Brooklyn Mackenzie firstname.lastname@example.org
PUBLICATIONS EDITOR Riley Muse email@example.com
DIGITAL MEDIA DIRECTOR Brianna Rape firstname.lastname@example.org
FACULTY ADVISOR Kim Landrum email@example.com
THOUGHTS ON THE UNIVERSITY OF GEORGIA’S NEW LOGO BY SAVANNAH FLYNN Fall 2016 offered a big change for the University of Georgia as they proudly announced their new logo. The previous logo had been in place since 1989, yet with growing media platforms and a desire to unify the university’s brand across all colleges and athletics, the school felt that it was time for a change. The new logo keeps the traditional arch and is set on a red and black shield with the university’s founding year underneath. In an effort to stimulate pride for the great accomplishments of the university, UGA feels as if the new logo could not have come at a more perfect time. The university is in a time of rebranding, and they know that the new logo will be a form of unity that will showcase accomplishments across the board. The previous logo had not been adopted by all aspects of UGA, which created an allusion of division. With the new branding, there will be no senseof division among the school. As with any new large change that takes place at UGA, students and alumni alike have spoken out on their thoughts on the new logo. There has
been a great variation of opinions regarding the logo; some dislike the change, others think the initiative was a great idea, and others had no knowledge of the changeat all. “I think it was a great idea. The university has grown and changed. It has become an innovator, leader and expert in many areas university wide, but the success of each area can be celebrated under one umbrella, or arch,dz Alumni Cynthia Bishop, B. S. Ed. 1990, said as sheshared her thoughts on the change. While alumni seem to be in support of the logo, most students were unaware of the changes. When asked about their thoughts on the new logo, many students askedwhat new logo was and proceeded to explain how they did not realize it had been changed. Despite some negative opinions on the matter, overall the logo seems to be accepted by everyone who was aware of the change. When people do realize the university is rebranding, most students and alumni have said that they do like the updated look and that UGA is demonstrating its pride and excellence.
DREWRY CHAPTER , UNIVERSITY OF GEORGIA • UGAPRSSA.ORG
PRSSA TAKES ON 2020 VISION ADPR CONNECTION 2016 BY JACQUELINE RICHTMAN
Calling all Grady students! Your favorite time of the year is almost here; Grady’s ADPR Connection is right around the corner. On Tuesday, November 1, you’ll be able to print out your resumes and talk to some of the biggest names in the public relations and advertising with events lasting all day long. ADPR Connection is a completely student-run affair coordinated by UGA PRSSA and UGA AdClub; the purpose of the annual event is to expose you to all the right people. This year’s student-networking event will take place in the Grand Hall of Tate Student Center. Attendance is completely free for every student, and you can stop by in between classes or stay the entire day. Prepare yourself to participate in events like a coffee hour, a senior luncheon, workshops and a career fair with over 50 companies showing up just to meet you.
There are a total of six workshops that all students are welcome to attend, with sessions covering range of topics from “Hire Me: Tips and Tricks from HR” to “The Cutting Edge: How to Stay Ahead of the Industry.” An open mic time concludes each workshop session where students are given the opportunity to ask the panelists any questions they have. After the workshops, make sure you stop by the career fair from 3:30 p.m. to 5 p.m. and take the opportunity to make some contacts with some of your favorite companies. Remember to print out a few resumes and dress to impress; you will want to put your best foot forward when you talk to over 50 different companies who might hire you one day. If you really want to be successful, research the companies
attending this annual event so that you are knowledgeable when you speak to the company representatives. Be personable and really sell yourself. Make sure to grab business cards from the places you are truly interested in, so you can send a follow up email a week or two after the event to solidify the contact you made. This event is not just for upperclassmen either; freshmen and sophomores are welcome, and you will want to make sure you make an appearance because it is never too early to start impressing companies. You never know who will offer internship opportunities.
Plan to stop by 2020 Vision ADPR Connection 2016!
MEETING KIM LANDRUM BY MEAGAN CHONG Kim Landrum is a lecturer at the University of Georgia. In addition to her experience teaching graphic communication and message strategy at UGA, Kim also advises the PRSSA Drewry chapter.
Interviewer: Can you give an elevator pitch about yourself? Kim Landrum: My name is Kim Landrum. I am a lover of learning and a connoisseur of discovery, which is why I thoroughly enjoy working with students. Teaching gives me an opportunity to see things through the eyes of a student and remember what it’s like to be immersed in education. I: When you were a kid, what did you want to be when you grew up? KL: I remember this specifically because I recorded it in my Dr. Seuss book, Who Am I?, and I still have that book. An artist or a fireman.
your behalf. PRSSA is another entity with many moving parts. The membership is quite large, and we have a very active and dynamic executive board. We’re trying to organize so many events and manage such a large membership that it can feel overwhelming at times. The key is planning, communication and organization. I: What do you think is the most important piece of advice for PRSSA members? KL: PRSSA is an opportunity for students to establish a network whether it’s with other members, speakers or agency representatives. When it is time to apply for a job and you need to differentiate yourself from the other 400 people applying for the same job, you understand how important your network is. Make an effort to shake hands or have conversations with people at ADPR Connection, meetings, in class, or on agency tours. PRSSA members should feel comfortable interacting with other members and industry guests. They are here for you and want to help you so take advantage of the opportunity to create new contacts.
I: What is your favorite part of your job now? KL: Being with the students is the best part. If I were isolated in my office all day learning about design practices and applying the latest techniques, I don’t think I would be very fulfilled. My joy comes from watching students discover design and developing the confidence to spread their creative wings. Students come into my class and see examples of student work from other semesters and think, "I’m not going to be able to do this." By the end of the semester, they have produced work that is equally as impressive. I: And what would you say is one of the hardest parts of your job? KL: Having to balance all the facets of teaching. Being in the classroom working with students is part of what we do, but it’s not all we do. There is so much time that goes into grading and planning and networking on DREWRY CHAPTER , UNIVERSITY OF GEORGIA • UGAPRSSA.ORG
KETCHUM COMES TO UGA BY JENSEN STRANDBERG
Magic happens when the brightest minds at the University of Georgia work with the best public relations professionals in the world. The Public Relations Student Society of America chapter at UGA is now joining Ketchum’s Mindfire team, a creative crowdsourcing community made up of hundreds of leading PR, advertising and marketing students from across the country. This will expand PRSSA’s already impressive list of opportunities provided to students at Georgia. Ketchum, a public relations firm based in the U.S., is one of the top firms in the world. UGA students, from any class or major, now have the opportunity to work on real-time client challenges while gaining exclusive access to perks provided by Ketchum. This program will assist students in enhancing their already rigorous education, broadening their professional and social networks, and launching their careers before they throw on their cap and gown for graduation. But wait, there’s more! Students in participating chapters will receive notifications about internships and job openings, career coaching by senior-level Ketchum executives, tours of Ketchum’s offices around the country, private admittance to internal Ketchum educational webinars (usually reserved for Ketchum employees)
and access to Mindfire’s Industry Insider, which will alert students of current PR news and upcoming events. Beyond these perks, students will be sent bi-weekly challenges from Ketchum. These challenges arise from cases in Fortune 500 companies and other successful corporations seeking
Challenges can come from around the world, due to Ketchum’s broad clientele. This year, students will be able to tackle creative commercial requests in addition to social issues and corporate social responsibility challenges. This way, students can work with a degree of situations to provide a wider range of experiences that will be applicable in any public relations career. Winners will earn monetary prizes and chapter recognition. Great ideas will be rewarded as well, considering that some companies might lack resources to execute detailed or expensive public relations campaigns at the time of their problematic situation. I know you are all jumping to join, and here’s how. To enroll, all you have to do is contact the PRSSA chapter at UGA, who will then send the UGA student roster to Program Manager Ronald Tolson. Students will then receive a welcome email with a link to gain access solutions to marketing or public to the program’s website. relations problems. With these Whether you’re looking for contests, Ketchum will test stureal-world experience, a little extra dents’ abilities to create unique and cash, or just something to add innovative campaigns catered to to your resume, UGA’s Ketchum the company’s objectives. Ketchum Mindfire team is the way to go. will provide a full run-down of the Given Ketchum’s vast professional situation, submission deadlines networks and resources, no other and information regarding prize team will provide an equal opportunity. The possible reward is money. Winners will be declared multiplied when you’re working based on the project’s creativity with the best from both Ketchum and appropriateness according to and the University of Georgia. the company’s needs.
NBC INTEGRATES SOCIAL MEDIA INTO OLYMPIC COVERAGE FOR THE FIRST TIME IN RIO BY RILEY MUSE
The Rio 2016 Summer Olympics proved to be one of the most interesting ones in history in terms of public relations. Not only were there numerous instances that brought about an increased need for public relations crisis communication, such as the zika virus or Ryan Lochte’s infamous story of being held at gunpoint, but there was also a large change in the way the Olympic games were watched by people all over the world. NBC International, the media conglomerate that has held the rights to all Olympic coverage since 1988, integrated popular viral media sources to the mainstream public. For the first time ever, NBC took advantage of social media platforms such as Snapchat and Facebook to provide new and deeper Olympic content to audiences. Since it’s modest beginnings in 2011, Snapchat has grown exponentially into one of the most dominating forces in the realm of social media. With over 6 billion views on the app’s daily video content, mainly from people ages 16 to 24, Snapchat has proven to be a key way to target millennial audiences. While NBC focused almost exclusively on using traditional media outlets in their Olympic
coverage in the past, these past games they hired media giant Buzzfeed to provide the station’s Snapchat coverage of the games for the Discover channel. This strategy aimed to make up for the viewership disparity between younger and older audiences as the Olympics are traditionally watched more frequently by older demographics. Skepticism existed as to how successful Olympic coverage on Snapchat would truly be, and if it would detract from traditional viewings on television. Yet the integration of the new media platform proved to be a success, with 2.2 billion views and 230 million minutes of consumption across both of the Snapchat Discover Olympic channels and daily Live Stories on the app. Through their partnership with Buzzfeed, NBC successfully provided interesting and meaningful Olympic content to Snapchat users. For example, the Olympic Discover channel would interview popular athletes such as Michael Phelps that presented
athletes in a way they never have been before. Beyond Snapchat, NBC also partnered with Facebook, Instagram, and YouTube to produce video clips and behind-the-scenes content for each platform, generating more than 600 million views according to the company. While prime time Olympic viewership did decline by 17% compared to the 2012 games in London, the integration of social media into coverage of the games did drive viewership among younger audiences; as described in a report the company commissioned from Shareablee, 84% of millenials who watched Oympic highlights on social media also watched NBC’s prime time coverage. Looking ahead to the PyeongChang 2018 Winter Olympics, viewers can most likely expect this new way to engage in the games to continue to grow.
DREWRY CHAPTER , UNIVERSITY OF GEORGIA • UGAPRSSA.ORG
POKEMON GO AND THE FUTURE OF PR
It was almost impossible to avoid the huge media wave that followed the release of Niantic’s Pokemon Go. According to AdWeek, the game dominated social media, getting 231 million mentions and sparking 1.1 billion interactions on Facebook alone in the month of July. While the fervor from this game’s release has died down since its release, the amount of buzz that one app had the potential to generate was rather impressive. This game, just as a standalone product, was able to completely dominate media coverage for more than a week. However, Pokemon Go’s runaway success is not just a triumph for Niantic and Nintendo; the release and reaction to this game has many takeaways for PR practitioners and the marketing
world. While buzz surrounding Pokemon Go has since died down, augmented reality games and apps are far from over —new opportunities will arise as more of this influential technology begins to take over mainstream media. Augmented reality games fuse digital technology with the physical world, creating a new dynamics of interaction between players, their devices and their surroundings. Due to this digital-physical duality at Pokemon Go’s core, the game did not simply incite consumer activity within the mobile market, but rather stimulated many different markets: many local businesses which were designated as the in -game ȊPokestopsȋ offered discounts and deals to people playing the game. This sort of cross-industry stimulation gave marketing and PR firms an incentive to keep up and cater to this sudden but large and fresh demographic. The ubiquity of Pokemon Go is also something PR practitioners can learn from. Controlling the virality of media is elusive and is not always something that agencies
have a degree of BY GUSTAVO CERVANTES direct influence over. However, taking advantage of trends to better connect with consumers can allow firms to reach new demographics. On the subject of the future of augmented reality and PR, Jonathan Bloom, marketing chair of Worldcom Public Relations group, states, "every PR and marketing professional has to be looking at this as an exciting new funnel of brand discovery, that allows for new opportunities and strategies to drive meaningful brand engagement." Pokemon Go and augmented reality technology present a huge array of exciting, uncharted frontiers for connecting clients with their target audiences. As more of these dramatic, reality-changing experiences begin to take over mainstream media, even as the excitement behind Pokemon Go dies down, it is important to stay on top of these paradigm-shifting 3 trends that can give one the edge on communicating with difficult-to-reach demographics. Do not count digital worlds out of your marketing mix!
UPCOMING PRSSA EVENTS OCTOBER 11th PRSSA Meeting: Nikki Barjon OCTOBER 13th Coffee with the Council from 3-4pm in Studio 100 NOVEMBER 1ST PRSSA Meeting
NOVEMBER 1st 2020 Vision: ADPR Connection 2016 in Tate Grand Hall DECEMBER 6th Study Session with PRSSA See website for details
OCT 2016 • UGA PRSSA • DREWRY CHAPTER , UNIVERSITY OF GEORGIA • UGAPRSSA.ORG
FOLLOW US! @UGAPRSSA PRSSA@UGA UGAPRSSA