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On Oct. 5, PRSSA members of the Drewry Chapter here at UGA got the unique opportunity to tour public relations firms around town. The group visited Jackson Spalding, See.Spark.Go and UGA Sports Communication. Each agency offered its own unique atmosphere and perspective on the PR Industry. Third year Lauren Brennan shared her Classic City Tour experience. Brennan signed up for the Classic City Tour because she "wanted to get an inside look at different agencies and see what opportunities were around me." JACKSON SPALDING This PR agency is located in downtown Athens and is the largest agency of the three visited. The teambased atmosphere the agency has really shows that being supportive and working together helps the company succeed every day. During the visit, students and employees enjoyed a relaxed discussion where each could talk openly and honestly. Brennan described her favorite part of visiting Jackson Spalding as, "hearing all the employees’ paths to get where they are now. I really loved getting a feel for what their work culture was like." SEE.SPARK.GO See.Spark.Go is a small PR agency right down the road on Milledge Avenue. Started by couple Andy and Brittany Thoms, this team emphasizes the community that comes with client and agency. The firm embodies their core values of being inspired, motivated, enthusiastic and relational in every aspect of their work.



When talking to the owners, their excitement was evident. Brennan said, "My favorite part of the See Spark Go tour was listening to them talk about their motivation to go into work every day and seeing their passion for PR.” UGA SPORTS COMMUNICATION Associate Sports Communications Director Steve Colquitt gave students the behind the scenes tour and spoke about what it is like to represent such a large organization such as UGA Athletics. He stressed the importance of trust and hard work in this industry. Brennan said her favorite part was learning about how the agency deals with real issues and that "it was so interesting to hear about what went on behind the scenes." All agencies offered incredible tips and glimpses into what everyday life as a professional in the PR industry is like. Brennan enjoyed seeing all the agencies and meeting the employees, and said of the day, "I loved meeting everyone and collecting tips and advice from each of them. Overall, the experience was really valuable and helpful as I move forward in my career." She would strongly recommend the tour in the future, not only for the exposure and experience, but because it made her feel "even more at home in Grady!"



Elizabeth Howard BY RILEY MUSE

As participants in a pre-professional organization, many times PRSSA members have one thing on their mind: “how do I get hired?” The Drewry Chapter has been providing answers to this burning question all year, such as attending ADPR Connection, networking with PRSSA speakers, and so many more. Yet sometimes one of the best ways to gain insight into how to begin your career is to hear the story of someone who was in the same position not too long ago. Grady graduate and PRSSA alumna Elizabeth Howard is one of those people whose career was kick started thanks to PRSSA and Grady, as she is now currently in her second year of the Lockheed Martin Communication Leadership Development Program. Howard took the time to sit down with us and tell us about her time working with Lockheed Martin, things she would’ve done different while in college, and transitioning from the academic to the professional world. As a participant in Lockheed Martin’s Communication Leadership Development program, Howard has had the opportunity to do a variety of things for the global aerospace, defense and security engineering company. “For your first year, you work in internal communications, and your second year you work external communication, both of which are extremely different,” Howard said. When asked which type of communications she found most enjoyable, Howard was torn: “While I was more exposed to external communication practices during my time at Grady, I do see a future in internal communication. Working internally really changes your mind on how to communicate with others outside of the realm of social media; you have to learn how to get your message and your point across without using these external devices we’ve grown so accustomed to.”




NOV 2016

Elizabeth Howard

Regardless of the vast differences between the two, Howard found that both Grady and PRSSA gave her “real world experience that is very valuable.” Howard even mentioned that during her application process she was able to “touch on and talk about all of the public relations work I was able to do in my Grady classes. After graduation, I found that I had a lot of hard and real life examples of public relations work.” As advice to current students, Howard did stress that taking more business classes would prove to be beneficial in the professional world; “When I first got to Lockheed I was handed a retirement plan and was told to start building my 401K. I graduated extremely well versed in all things communications, but when it came more to the business side of things I found that I was slightly at a loss.” Beyond building your retirement plan or paying your taxes, Howard did say that learning the business operations of a company is essential to your job as a PR practitioner: “Our job is to promote the business and connect the business with audiences and consumers, and in order to do that it is essential to know the business development side of things.” On top of taking a wider variety of classes while at UGA, Howard also shared her number one piece of advice to all PRSSA members: “always remember that everyone is going through the same thing right now, and because of that it is extremely important to support those around you. These relationships that you make in PRSSA and in your cohort today are the ones who will help you and be there for you 10 years down the road; value those relationships.” Howard firmly believes in helping out her fellow Grady students and said, “Whenever someone emails me and tells me they’re from UGA I immediately respond. Remember that and utilize our amazing alumni network when you’re going into the professional world, because once a dawg, always a dawg.”


When asked about how to get a job after college, almost any recent graduate or professor will tell you that it all depends on the work experience gained while in school. Whether it be a couple of summer internships, or a part time job at an agency in Athens, hands-on experience is crucial for success. To help students develop the necessary experience and skills public relations professionals use after college, the Grady College of Journalism offers students a unique opportunity to work on real campaigns with clients through Creative Consultants. Creative Consultants is a student run public relations firm housed within Grady College. Each year, Creative Consultants partners with 8 – 10 clients to develop and strengthen communication strategies. Each partner is assigned a team of 5 - 6 students that create and implement an entire public relations campaign. With the help of Grady faculty, student teams work with their partners for a full academic year, using a 4-step process to complete every campaign. Teams start with researching the organization, market trends and communication strategies of other organizations in the same industry. The teams then move into planning and implementing a comprehensive communications strategy. At the close of the campaign, students evaluate the effectiveness of their work. During this process, teams work on a variety of tasks to improve the overall communication for the client. These services can be anything from branding, event planning, social media management and a host of other tactics. Teams are broken down so that each person is responsible for a particular task on the account.

Students that have worked with Creative Consultants agree that it is one of the best ways to get real experience as a student. Director of the organization, Erin Shattles, says that this is largely because Creative Consultants fills the gaps that just classroom experience can’t always fill. Shattles says that "Not everything goes smoothly and as planned, just like in thereal-world. That is part of the learning experience that one may not gain in the classroom." The applicable experience Creative Consultants gives students is invaluable, and Shattles says it is a great way for members "to see all components and aspects of a campaign come to life." This year, Creative Consultants will be working with a host of exciting clients like The Emory School of Nursing, Prevent Child Abuse Athens, and Porter Novelli. Throughout the year, students can stay up to date with what the Creative Consultant teams are doing by following their blog at ugacreativeconsultants.com. Some of the past campaigns students have worked on are also available on their website. Creative Consultants is an exciting opportunity for students and we are excited to see what great things the teams do this year!



With the Samsung Galaxy Note 7 literally up in flames, Samsung has had issues trying to tackle the problem and help consumers gain any form of confidence in their brand. In September of 2016, customers started complaining about their new phonessuddenly bursting into flames. With the many complaints, Samsung began a recall on their Galaxy Note 7. According to the New York Times, Samsung issued a statement over Twitter and on their website telling their customers how to go about returning their phones; however, the instructions were not all that clear and did not make the problem seem quite as bad as it was. In addition to their sloppy communication in telling customers how to return their phones, Samsung were telling certain segments of their customers that their phones were not going to catchon fire, yet they had no proof for these statements and quickly retracted them. With dangerous phones all around the world, airlines have even issued that no Samsung Galaxy Note 7 phones are allowed on flights. One of the phones that had been powered down caught fire in a man’s pocket while on a flight. No one wants to risk these phones catching fire on flights anymore. NOV 2016


Kristyn Hicks kristynhicks95@gmail.com

VICE PRESIDENT Emily Johnson ebj95@uga.edu

Fast Company stated that even the replacement phones given to customers were beginning to catch fire as well. Samsung has had many engineers try to get to the root of the problem, yet none can find what is causing the phones to spontaneously burst into flames. The public, although still replacing their old phones with new Samsung phones as Samsung has pointed out, is still not happy with how the company has handled the issue. Some have called for a complete recall of the product and stopping the manufacturing of all Galaxy Note 7’s. Even though Samsung is trying to discover why these malfunctions happened in the first place, they should still be putting in more effort to help their customers get through this issue. Overall, Samsung is caught in a PR mess, and they need to quickly get to the cause of the mystery of their phones. No one wants to risk their phone catching fire while in their hand or pocket, and it will take Samsung a long time to recover their consumer’s confidence in their brand after this crisis.

CREATIVE CONSULTANTS DIRECTOR Erin Shattles erinshattles@uga.edu


Maggie McNerney mmcnern4@uga.edu


Chloe Branch cbranch7@uga.edu


Brooklyn Mackenzie bmack1@uga.edu

PUBLICATIONS EDITOR Riley Muse riley.muse25@uga.edu

DIGITAL MEDIA DIRECTOR Brianna Rape brirape@uga.edu

FACULTY ADVISOR Kim Landrum klandrum@uga.edu

HURRICANE MATTHEW: A CRISIS WELL COMMUNICATED Public relations professionals are storytellers. We have the job of presenting situations to various publics to build mutually beneficial relationships. However, this definition lends itself toward a corporate or organizational interpretation, which doesn’t cover half of PR situations. Sometimes, public relations means reacting to crises beyond our control. Hurricane Matthew is just one example of an unintentional crisis. As a Florida native, I have lived through multiple hurricanes. They become a part of life and sometimes prove to be more like school holidays than disasters. However, many fail to realize the destruction possible at the hand of such a storm and the preparation necessary to keep businesses going. PR pros make sure that citizens understand the potential impact of natural disasters and give businesses and organizations the tools necessary to prepare for a storm before one even pops up on a weather radar. While we can’t prevent a hurricane from making landfall, we can engage in widespread preparation and tell a warning story. This is how we do it. Businesses should have a crisis plan in place; fires, tornados and hurricanes must be discussed in an emergency response plan that goes hand-in-hand with crisis management practices in times of intentional crises. The company or organization should set up crisis management teams, identifying specific responsibilities


for each department. The crisis communications team is in charge of creating a central message during the crisis and disseminating it to key publics andstakeholders. This plan shows how to alert employees, customers, clients and the general public on the status of operations. This information can be relayed electronically, so it is important that a generator is prepared to back up centralpower and information systems. Legally, the company or organization should be insured in case of damage, and employers should be aware of the potential for employee injury. The human element of such a devastating storm cannot be overlooked. Hurricane Matthew displaced thousands of citizens and killed hundreds in Haiti; while companies prepared, the media worked around-the-clock to alert citizens. The media provided an essential public relations function before, during and after Hurricane Matthew. A major aspect of crisis communication involves releasing information regarding safety and creating a central message. In this case, that message was to remain safe. News and weather stations, radio stations and university systems used their range of platforms to release updates on the storm, its track and safety tips. Rarely do multiple sources and platforms show such unity, but this is definitely evident during natural disasters where safety is key. Hurricane Matthew continues to affect the South, but worse outcomes were avoided through a proactive effort to alert citizens of the potential damages that could come with a category 4 hurricane. This situation showed how public relations can be incorporated in ways that we neglect to imagine. PR is central to our world today, and not just when a corporation goofs up and needs to clean up its reputation. Public relations saves lives, even when the approaching storm seems small. DREWRY CHAPTER , UNIVERSITY OF GEORGIA • UGAPRSSA.ORG


Claire Taylor

Claire Taylor is the newest member of the month. She is a junior studying both Public Relations and Spanish. She is the recruitment chair for PRSSA. Interviewer: What is your favorite part of PRSSA? Claire Taylor: My favorite part of PRSSA is getting to meet other students with the same goals and ambitions! It is nice to be able to find people who have had experiences you might be interested in, or even help someone else out if you can. Also, all of these people are usually in your classes so it’s fun to get to know those people better. Really get a great sense of community. I: What made you want to get into PR? CT: I got into PR when I was a part of girlFriends, which is the high school branch of Friends for Children’s Healthcare of Atlanta. We put on an event at the Buckhead Theater in Atlanta, and I got really involved. I really looked up to our advisor, who was the hospital representative. When I was about to graduate high school, I asked the rep what her major was, and she said PR! That’s when I knew I wanted to pursue PR, and I haven’t looked back since. I: What is your dream job? CT: Good question. I would love to one day come full circle and do for PR for CHOA, but currently I am looking for an internship in entertainment PR in NYC! Who knows what will happen, but I am excited for the future. I: What area of PR do you want to go into? CT: Like I said, entertainment PR, specifically doing events/handling media! Maybe music... I’m a little bit all over the place. I:Favorite thing about Grady? CT: My favorite thing about Grady is the network it NOV 2016


provides you with. Grady is so well-respected across the nation, specifically in Atlanta, so employers definitely know who we are! The amount of opportunities that are offered in Grady are unreal, and I really wouldn’t have any of the internships I have had without Grady. I: Have you had any cool internships? CT: I’m not sure if this counts for cool, but my internship at Seacrest Studios at CHOA is awesome! This is my second year doing it, but last year I got the opportunity to interview Chris Pratt and Joe Jonas, so that was pretty cool! I: What are a few fun facts about yourself? CT: I was born in Singapore, I conducted interviews for the Bachelor the past summer, and I rode a camel in Morocco last spring break!


The 2016 United States presidential election has probably been everything but normal. Of the many paradigm shifts that occurred during this presidential campaign cycle, one that seems to be here to stay is the role social media plays in political campaigns. Never before have presidential campaigns used platforms of social media in the 2 dynamic and intuitive way that they were utilized throughout the 2016 election cycle. Many historical occurrences will be documented from this election cycle; however, one of the most intriguing has to be the first direct Twitter war between two presidential candidates. Truly, the role social media is playing in American politics has grown since its integration into mainstream media in the past decade. The way that candidates running for the highest office in the United States manage their respective social media presences is assuredly a huge takeaway for those preparing their own online "campaigns." According to Adweek, the amount of money spent on managing the social media front on the campaigns of both the major parties is estimated to be around $1 billion dollars in the 2016 election cycle. This is up from the around $51 million dollars spent in the 2012 election cycle. While in 2012

social media spending was largely disproportionate in regards to each candidate, it has been clear that in 2016 both major candidates are making full use of the many different platforms from which they can convey their message. Social media has been employed by both campaigns on a huge front by both campaigns, due largely in part to the demographics that can bereached by it, mainly 18-24 year olds. By employing this tactic to catch a specific cross-section of voters, both campaigns have capitalized on using different messaging strategies to reach different demographics. However, according to the social media director of Obama’s 2012 bid for office, the messages that work most effectively with this demographic are not only colloquial discussion that they can easily understand, but also a general authenticity that appeals to those who consume media on the Internet. Both presidential campaigns have made efforts to portray authenticity in their social media, with results that only

the American public can truly judge. However, there have been noticeable backlashes when a political campaign takes a step too far to attempt to reach a demographic. The super-targeted advertising of the #notmyabuela fiasco in December of Hillary Clinton’s primary run was met with a very considerable backlash by Latinos for being a very inauthentic and poorly masked pandering attempt. While utilizing social media seems to have become the norm now for presidential campaigns, it seems as though traditional rules of social media branding seem to apply to presidential campaigns just as they do to any other social media campaign. With presidential campaigns beginning to now employ some of the tactics that have been honed over the past few years of how to run a successful PR campaign using social media, it has been interesting watching how both major parties, respectively, have used platforms such as Snapchat, Facebook, and Twitter to attempt to connect with their target demographics.


"ISN’T PR JUST BRAINWASHING?" How many times have I told people I’m studying Public Relations only to have them question its morality or ask, DzIsn’t that just brainwashing?dz Enough times that I can’t believe this isn’t a universal experience amongst all of my peers. Every time someone asks about the evils and deceit of PR, I have to explain the ethics standard that classrooms and the industry alike uphold and that advocacy does not equal deceit. PRSA in particular has its own Code of Ethics; here’s a crash course for all you PRSSA members.

PREAMBLE The preamble to the PRSA Code of Ethics explains the organization’s commitment to ethical practices within a profession that serves the public good. Each practitioner’s commitment to public trust represents the industry as a whole. PRSA Member Statement of Professional Values The statement of values includes six values to set a foundation to build the ethics code and guide practitioners toward morality in the field. Advocacy, honesty, expertise, independence, loyalty and fairness are all cited to guide PR professionals in behavior, decision-making, furthering the industry and serving a variety of publics. PRSA CODE PROVISIONS OF CONDUCT Free Flow of Information The principle of free flow of information builds on ideas of transparency. Members are expected to adhere to the provision to contribute to informed decision-making and maintain integrity of relationships with media, government and the general public.


Competition Healthy and fair competition nurtures a robust business environment. To facilitate this, PR practitioners must promote fair competition amongst themselves, as well as preserve intellectual property rights in the marketplace. Hiring managers should operate under free competition. Disclosure of Information One way to build quintessential trust between practitioners and the public is to reveal all information necessary for informed decision-making. Some tactics to accomplish this mission are honesty and accuracy in intentions, financial interests and practices. Safeguarding Confidences While openness is imperative, privacy of clients, organizations and individuals must be protected. The provision specifically outlines confidentiality with regards to former employers, clients and employees. Conflicts of Interest PR professionals are expected to act in the best interests of the client or employer, even in case of conflict with their own values. Should any conflicts of interests arise, they should be disclosed immediately to pertinent publics.

Enhancing the Profession PRSA members must operate knowing their actions reflect the field and industry. Not only should operate ethically to enhance the profession’s credibility, but they should also actively develop themselves as professionals.

UPCOMING PRSSA EVENTS NOVEMBER 3rd Percentage Night at Willy's NOVEMBER 8th Social at Ted's

DECEMBER 6th Reading Day, Member Appreciation and Graduate Recognition See website for details

NOV. 18th-24th Thanksgiving Break



Profile for PRSSA UGA

PRecedent November 2016  

PRecedent November 2016  

Profile for prssauga