PR Success Spring 2024

PR Success Spring Issue 2024

In this Issue: 2.

Letter from the Editor - Lauren Reed

3.

Workaway Anticipation - Maxwell Burton

4.

Transitioning into the Workplace: PRSSA Experiences I am Taking with Me Margaret Fox

6.

Marketing to Gen Z: Understanding the Preferences + Behaviors of the Next Generation - Isabel Mattern

8.

Campus Ambassador Roles: Growing Your Marketing Skills in College - Anna Hinkle

10. Five Things I Have Learned From Bateman - Avery Ochs 11.

PR Portfolio Tips & Tricks - Gigi Redinger

12. The Evolution of Educational PR in Higher Education - Isabella Moyers-

Chavez

13. Embracing Change: Ways to Accept the Inevitable - Allison Young 14. How to Not Promote and Run an Event: Lessons From the Glasgow Wonka

Event - Lauren Reed

16. Letter from the Designer - Anna HInkle 17.

Acknowledgments

Letter from the Editor: Another semester is drawing to a close. For me and most of my friends, this is our last semester. It is a bittersweet ending that has inspired self-reflection. I hope to bring the lessons I have learned from my time in Scripps PRSSA into my future positions in communications. My positions as the vice president of public relations and editor-inchief for PR Success have taught me so much about writing and editing.

The cool thing about life is that you can keep learning, even after school. There is a world of opportunity to explore! I definitely learned several things from the excellent articles in this issue. Our talented team has a plethora of knowledge in a variety of fields.

I will be watching to see where they all end up and how they continue to impact people.

In this issue, there is a mix of reflection on the past and future. The articles include a reflection on an experience as a campus ambassador, a member of the Ohio University Bateman team and a total experience of Scripps PRSSA. In the articles featuring advice on change, anticipations for a work away experience and insight on future of PR in higher education, you can find an outlook of the future. Finally, you can look to better yourself in the present through advice on event planning, portfolios and advertising to Gen Z. For the seniors, I wish you all the best of luck in your next stage of life. For everyone else, I hope you enjoy the summer.

Best wishes, Lauren

2.

Workaway Anticipations By: Maxwell Burton As I step away from my position as Executive Vice President of Scripps PRSSA, I prepare for a new journey. Much is on the line for next year, but first, I want to share my summer plans. My passions allow me to operate in a unique space. Environmentalism and strategic communications can operate together, and quite well, so I have decided to combine the two. To curb my lack of scientific knowledge and improve my knowledge of sustainable systems, I decided to participate in a Workaway program.

Workaway is a volunteer-led program designed to help farms, non-profits, homes, and more seeking assistance. Hosts will put their profiles online so that Workaway volunteers can offer support in whatever project the hosts need. In exchange for workers' labor, hosts provide a place to stay and about three meals a day. My first stop will be about 30 minutes outside Vienna, Austria, where I will care for farm animals and engage in everyday sustainable farm practices. I will be responsible for whatever tasks my hosts deem necessary, contribute to their selfsustaining farm life, and learn what it takes to be genuinely energy self-sufficient.

My second stop builds on those experiences. In Austria, I will have a little more access to urban conveniences than in my second stop in the southwest region of France, near Montauban. In France, I will aid a permaculture farm that is on its way to being completely self-sufficient in water, energy, transportation, and more. Net-zero carbon emissions are on the horizon for this farm, and I hope to push them over the edge.

In both experiences, I will develop a deeper appreciation for European cultures and surround myself with knowledgeable people who prioritize sustainable practices. Ultimately, I hope to leave this experience with a deepened sense of belonging in the sustainable community and a heightened knowledge of sustainable practices that I can translate into a career in environmental communications.

If you think you can't combine what you consider "unrelated passions" in your career, think again. Try to find ways to combine your loves and passions; public relations is the perfect place to combine many passions. Good luck out there!

3.

Transitioning Into the Workplace: PRSSA Experiences I am Taking with Me By: Margaret Fox When I arrived at Ohio University as a transfer student in Fall 2021, I was terrified that I wouldn’t be able to make connections on campus. I faced the challenge of transitioning into a class fragmented by remote learning, compounded by mask mandates, and navigating the lingering effects of COVID-19 on our social lives. However, I knew the best way to make connections was to get involved, so I decided to join PRSSA. This past year has been my third year as part of Scripps PRSSA, and looking back, I can see that this organization has given me so much. Though exposing me to countless impactful individuals within our industry, introducing me to friends who I am still close with today, and providing me with professional tips and tricks that I use all the time, my time with PRSSA has been a fundamental part of my time here at OU. As a senior, I’ve been looking forward to figuring out my path after college. Luckily, I can rely on my experiences with PRSSA to help guide me.

Attending a conference (ICON 2023) This October, I had the opportunity to attend the PRSSA ICON conference in Nashville, Tennessee. Attending ICON was the first time I could go to a professional conference, and it was intimidating, to say the least. However, pushing myself to go beyond my comfort zone and attend the conference was the right decision. Now, I better understand how these events are run, what people wear and what to expect. The ICON experience overall was insightful and something I really enjoyed – and now that I’ve attended a conference event, I feel much more confident attending professional events in the future.

Peer and professional mentorship programs Mentorship is an integral part of success in the workplace. Through PRSSA, I have had the opportunity to be a mentee and a mentor in our peer mentorship program. I have also had two professional mentors through the professional mentorship program.

4.

Partaking in those programs has helped me understand the roles of both the mentor and mentee sides of mentorship because I had the opportunity to participate in both roles. I feel more confident approaching others for advice and connection and more comfortable advising my peers.

Lifetime involvement and connection After graduation, I hope to stay involved with PRSA, the national organization for public relations professionals, by joining a local chapter or interest group and continuing my professional development through PRSA. PRSA has over 100 local chapters and offers members access to professional interest groups. My involvement with PRSSA as an undergrad has opened the door to this post-grad opportunity and community, which will help me grow as an industry professional.

5.

Marketing to Gen Z: Understanding the Preferences & Behaviors to the Next Generation By: Isabel Mattern In today's rapidly evolving digital landscape, marketers face the challenge of engaging with Generation Z, the children born between the mid-1990s and early 2010s. Gen Z represents the largest consumer demographic globally, with unique preferences, behaviors, and expectations shaped by technology, social media, and socio-economic factors. To effectively capture the attention and loyalty of this generation, marketers must understand its distinct characteristics and adapt its strategies accordingly.

Understanding Gen Z Preferences: Digital Natives: Unlike previous generations, Gen Z has grown up in a fully digital world, immersed in technology from a young age. They are proficient in navigating various digital platforms and expect seamless online experiences across devices.

Authenticity Matters: Gen Z values authenticity and transparency in brand communication. They are adept at detecting inauthentic marketing tactics and are more likely to engage with brands that demonstrate genuine values and beliefs.

Visual Content Dominates: With short attention spans and a preference for visual storytelling, Gen Z gravitates toward platforms such as Instagram, TikTok, and YouTube. Marketers must prioritize visually appealing content formats such as videos, images, and infographics to capture their interest.

Socially Conscious Consumers: Gen Z is passionate about social and environmental issues and expects brands to align with their values. They are more likely to support brands committed to sustainability, diversity, and social responsibility.

6.

Adapting Marketing Strategies: Embrace Mobile-First Approach: Given Gen Z's reliance on smartphones for content consumption, marketers must optimize their campaigns for mobile devices. Mobile-friendly websites, responsive design and mobile app integration are essential for reaching this audience effectively.

Leverage Influencer Marketing: Gen Z values peer recommendations and authenticity, making influencer marketing a powerful strategy for engaging with this demographic. Collaborating with influencers who resonate with Gen Z interests and values can enhance brand credibility and reach.

Harness User-Generated Content (UGC): Encouraging user-generated content allows brands to tap into Gen Z's desire for authenticity and co-creation. Campaigns that invite user participation, such as challenges, contests and hashtag campaigns, can foster a sense of community and loyalty among Gen Z consumers.

Engage with Social Issues: Brands that take a stand on social issues relevant to Gen Z demonstrate authenticity and connect on a deeper level. However, it's essential for brands to approach sensitive topics authentically and with genuine commitment, avoiding opportunistic or performative activism.

Marketing to Gen Z requires a nuanced understanding of their preferences, behaviors, and values.

By embracing authenticity, prioritizing visual content, and aligning with social causes, brands can effectively engage with this influential demographic and build lasting connections. As Gen Z continues to shape the future of consumer culture, marketers must remain agile and responsive to their evolving needs and expectations.

7.

Campus Ambassador Roles: Growing Your Marketing Skills in College By: Anna Hinkle As college students, our lives revolve around involvement, coursework and most importantly, our network of peers. This network of college-aged students is one way brands, both big and small, find a way into college students' lives for brand promotion. Around the country, brands such as Coca-Cola, Bumble Inc., Hero Cosmetics, Victoria's Secret, Amazon Prime, Red Bull and many more invite college students to represent their brand on campus. Although that type of involvement is not organization-based, it does provide the same, if not better, skill enhancement and real-world experience in the professional marketing setting! Here are a few skills Campus Ambassador Programs have taught me so far and why these are beneficial to gaining the most hands-on work experience in college: 1. Social Media Strategy and Management: Social media is a potent tool in the professional world and is only growing. At each of my monthly events on campus for the five brands I am representing, I make sure to tag other campus sources such as dining halls, Ohio University, or related accounts of that brand for increased engagement. I also make sure I use related hashtags for that specific brand to qualify as an ad and a credible account for that brand's product or service I am mentioning. By utilizing all of the features Meta Instagram Business and TikTok offer, I can acquire the utmost audience for my social media channels and the brand name. This opportunity also boosts my resume since I learned how to track and provide my total analytics each month through my portfolio from the students I interact with at Ohio University.

2. Event Planning: Planning and executing events is a significant portion of any campus ambassador position, just as it is with any marketing career field. I am grateful enough to host seven to ten events each month at Ohio University, but it all begins weeks ahead in the planning stages. I brainstorm unique and creative themes or ideas to motivate and engage students for the monthly events. I host the events by partnering with local organizations such as dining halls, restaurants, campus clubs, bakeries and so much more to connect with students here successfully! My favorite benefit about working with each of these programs is the opportunity to plan events. Through doing so, I get to work with a budget, plan where and when the event will be held, reach out to contacts, post on social media, and make an event come to life!

3. Effective Communication: Communication is a crucial skill you must learn through the campus ambassador programs. Reaching out to organizations is only possible by communicating your event's details and making it happen. I am in constant contact with my other ambassadors or managers working at headquarters in each program I am in. They always support you by sharing ideas and resources and answering questions. If I am ever confused or curious about a task at hand or incorporating my idea, they are my primary source of contact for the program.

By staying in contact with the people directing the program, I have realized how important these messages are for making an event happen and driving results for a brand.

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4. Networking and Fostering Connections: As an ambassador for the five brands I work for, I have gained exclusive access to other student ambassadors and professionals nationwide! A few of my programs improve connections through hosting webinars to provide further insight into the brand and offering one-on-one chats with individuals currently working at headquarters!

These opportunities, in turn, can help you gain internships or referrals at any of these brands for future careers! Networking can also help you gain more reliability since you worked or are working for these large, recognizable brands and will surely stand out on your resume!

Overall, through these skills, I have significantly broadened and diversified my personal and professional portfolio. In just a year of being a campus ambassador for Hero Cosmetics and Bumble, I have loved these programs so much that I decided to join Amazon Prime, GroupMe and Coca-Cola this past semester! That decision and involvement at Ohio University solidified my interest in content creation and influencer relations as my dream career! I have officially made my mark at OU as only a junior, and I hope to do the same for my last year here and connect with hundreds of more students!

9.

Five Things I Have Learned from Bateman Case Study By: Avery Ochs The PRSSA Bateman Case Study Competition offers a truly unique experience for our organization's members. The competition allows PRSSA's students to apply classroom education and internship experiences to create and implement an entire public relations campaign. This year, I had the privilege of being a part of the Scripps PRSSA Bateman team, and my involvement in the 2024 competition has been an incredible learning experience. This year, our client was Culturs Magazine, a multicultural magazine dedicated to celebrating diversity and fostering connections within multicultural communities. Alongside five PRSSA members, I helped to create a multifaceted PR campaign for our client and implemented it across Ohio University. We partnered with several local businesses in Athens to help promote Culturs' mission. We held many different events, including a Trivia Night at The Union, a tabling event with Donkey Coffee and an open art studio with Passion Works studio. I am so grateful that Scripps PRSSA offers an opportunity to compete, and I wanted to reflect on my experience. Here are five valuable lessons I have learned from participating in The Bateman Case Study Competition these past few months.

1. Collaboration is Key: Throughout our campaign, I learned that effective communication and teamwork were the cornerstones for success. By leveraging each other's strengths and expertise, we were able to develop a comprehensive strategy and seamlessly execute our events across campus.

2. Understand your Client and Their Goals: Before diving into the creative process, it was crucial to thoroughly understand our client's objectives and target audience. By conducting in-depth research and engaging in meaningful conversations with the Athens community, we gained valuable insights that informed every aspect of our campaign. This client-centric approach ensured that our efforts were aligned with Culturs' goals and resonated with the magazine's target audience.

3. Embrace Creativity: The Batman competition taught me the importance of thinking outside the box. Crafting innovative and creative events was essential for capturing the attention of the Bobcat community. I learned I shouldn't fear exploring unconventional ideas and approaches in my PR campaigns.

4. Adaptability is a Strength: Throughout the Bateman competition, I encountered unexpected challenges and changes in direction. Being adaptable and flexible in my approach allowed me to pivot quickly and find creative solutions to overcome obstacles. In the fast-paced world of PR, adaptability is an asset that enables you to thrive in the industry.

5. Time Management is Crucial: Effective time management was critical in the Batman Competition, which had tight deadlines and multiple project components. I had to learn how to prioritize tasks, set realistic timelines and allocate resources efficiently. Establishing strong time management helped me navigate the competition's demands while delivering high-quality work.

10.

PR Portfolio Tips and Tricks By: Gigi Redinger As the school year draws to a close, now is the ideal time to refine your PR portfolio. Whether you are a graduating senior embarking on the job market or an underclassman aiming to enhance your brand, updating and refining your portfolio is paramount. Ensure your portfolio is ready to make a lasting impression by following these tips: Don’t share just to share: I can’t emphasize this enough. Select the most impressive and relevant pieces to include in your portfolio. It is essential to highlight work that you are especially proud of. Don’t share a project just to have something to share. Be proud of the work that you offer to potential employers.

Beyond the classroom: Highlight any internships, ambassadorships, freelance work or projects you’ve undertaken in related organizations. Although highlighting classroom work is crucial, showcasing accomplishments from extracurricular activities is equally significant.

Short and sweet: Employers may not fully grasp the purpose of your work. It may be beneficial to include brief descriptions of each project, your role, objectives, strategies and outcomes.

It’s okay to brag: Share your achievements! Incorporate any awards, honors or certifications you’ve received this academic year to demonstrate your dedication and academic progress.

Make it pretty: An unorganized portfolio detracts from your work. Ensure your portfolio is well-formatted, visually pleasing and easy to navigate.

Criticism is important: Seek feedback on your portfolio from family, friends, professors, mentors and others. Gathering differing perspectives and preferences helps refine your portfolio to perfection through necessary revisions.

It is crucial to continuously update your portfolio to actively represent your brand. By being selective in your portfolio content, incorporating academic and extracurricular achievements, ensuring clarity in project description, maintaining an appealing layout and actively seeking constructive criticism, you can ensure your portfolio leaves a lasting impression on potential employers.

11.

The Evolution of Educational PR in Higher Education By: Bella Moyers-Chavez In the dynamic realm of public relations, education is a pivotal force in shaping potential communicators to tackle the industry's intricacies. The rise of Educational PR is characterized by a data-driven approach in which precision and impact are intertwined. Recent data from sources such as Sprout Social and Edelman highlight the transformative power of leveraging analytics and targeted storytelling to drive institutional success. Educational institutions are increasingly utilizing social media analytics and sentiment tracking to quantify engagement, with studies showing a notable 20% increase in enrollment inquiries for schools with robust social media engagement.

Recognizing the multifaceted demands of public relations, universities blend elements of marketing, journalism, psychology, sociology and business, offering students a comprehensive understanding of the field. This interdisciplinary approach enables them to effectively address various communication challenges, such as integrating PR with data analytics to assess audience behaviors and campaign effectiveness or utilizing insights from psychology and sociology to craft culturally resonant messaging.

In today's digital age, proficiency in digital communication tools is essential. PR education programs prioritize digital literacy, incorporating modules about social media management, content creation, SEO and digital analytics. Practical exercises and real-world case studies allow students to apply theoretical concepts, enhancing their digital skills and portfolio.

Embracing emerging technologies such as virtual reality (VR) and augmented reality (AR) further enriches PR education, offering students immersive learning experiences and a competitive edge in the digital landscape.

Collaboration between academic institutions and industry players is increasingly common in PR education. Partnerships with PR agencies, corporate communication departments, and nonprofits provide students with real-world insights and networking opportunities through guest lectures, internships and mentorship programs.

Recent studies by reputable organizations such as the National School Public Relations Association (NSPRA) and the Education Marketing Association underline the significance of PR in shaping the success of educational institutions. A remarkable 93% of school administrators recognize the importance of public relations in molding their district's success. In addition, 78% of colleges now employ dedicated public relations or marketing professionals, indicating a growing acknowledgment of public relations' pivotal role in higher education.

The evolution of Educational PR is reshaping higher education marketing, with data-driven strategies, digital engagement, interdisciplinary learning and industry collaborations playing pivotal roles in driving institutional success. Adapting to those trends is essential for institutions aiming to thrive in the competitive educational landscape.

12.

Embracing Change: Ways to Accept the Inevitable By: Allison Young Change appears in many different forms, whether external forces outside our control or caused by our own decisions. At times, we fear change because the outcomes and succeeding events that come from a specific change in life are unknown. We may predict our attitudes that derive from change, but our reactions and responses can differ once it occurs. Our society alone is living in a pivotal moment because we have equally experienced economic, political and health changes caused by the pandemic. Individuals, businesses, communities etc. have all experienced different changes because of this pivot, though people and institutions can experience varying changes daily, weekly, monthly and so on. Even though change is inevitable, there can be effective strategies to help people embrace change as a positive force.

1. Don’t view change as a failure.

It is not uncommon for people in their personal and professional lives to undersell themselves or believe they will fail when faced with change. This idea can be rooted deeply in stereotypes and assumptions of groups and individuals. However, filling those gaps and breaking the negative ideologies can allow people not to see failures but see learning opportunities. Failure is not final, nor are all changes permanent. That means if we look at the two together, then we are blocking ourselves from not seeing change as an opportunity to learn, grow and eventually succeed.

2. Prepare for change.

Being blind to the idea of change is a problem that can prevent individuals from being openminded and flexible. Though life changes are never expected and can be sudden or tragic, there are aspects in life where we are driving towards change. One analogy that can help to explain this is reading a book. We understand there are multiple chapters, characters, important scenes, learning lessons etc. As we approach the end of a chapter, we know it is coming, but to prepare for it, we hold on to what we have learned and feel confident when going into the next chapter, which creates the change. You will then be met with new faces, experiences and learning opportunities. This is identical to moving into different chapters of life when we know a pivotal change is approaching, such as leaving college to enter the workforce or going from single to married with kids. What we learned from the previous “chapter” can prepare us to be confident and comfortable changing from one chapter to the next.

3. See how change reveals your strengths and weaknesses.

A direct act we do because of change is adapting. Through this process, it is essential to use the skills that are in the “toolbox” to adapt. However, changes test us in many ways, and we can be faced with learning new weaknesses and strengths that can appear because of this. For example, when the pandemic hit, millions of people began working from home. Many extroverts who enjoy going in-person could have found working fully remotely to be a weakness because they cannot fully be present in meetings or a productive/social environment. This type of worker found a new weakness during change, which can translate in many ways based on the individual and their adaptability. It is simply a part of life to grow from learning new strengths and weaknesses because it can prepare us to adapt to new challenges and positive/negative forces.

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How to Not Promote and Run an Event: Lessons from the Glasgow Wonka Event By: Lauren Reed If you were online in February, there is a good chance you saw the humorous disaster of the Willy Wonka immersive experience in Glasgow. In case you missed it, this event was advertised on the experience website, What’s On Glasgow, using spectacular images that promised a wondrous experience. Unfortunately, attendees were left disappointed by a half-hearted set-up and sub-par performances.

This catastrophe can be used as a case study for public relations professionals on how not to run an event. Through honest advertisements, wary use of AI and pricing that accounts for the event, public relations professionals can succeed with event planning.

Honest Advertising and Promotion One of the first mistakes with the Wonka event was the promotion. The official event website (which has since been shut down), willyschocolateexperience.com, used images and text that seemed to be AI-generated. The images, which depicted a winding path through a giant garden of technicolor sweets, were quite different from the photos tweeted by @PopCrave on February 28, 2024, which revealed a sparsely decorated warehouse.

Though AI can work well as a brainstorming or notes assistant, PR professionals should never use AI images or text for final drafts seen by the public. For ongoing events, photos from the previous event can give attendees an accurate idea of what to expect. Make sure to have a social media team member snapping shots and asking guests for permission to appear in promotional materials. For new events, color graphics can suffice. Additionally, when using stock photos, make sure these depict a realistic idea of your event. In addition to attracting attendees, the text must accurately describe event aspects.

Accurate event pricing One of the biggest complaints about the Wonka event, which, according to a tweet by @PopBase on February 28, 2024, led to the police being called, was the price, which was around $45. Similar interactive events in that price range include Van Gogh: The Immersive Experience and the Museum of Ice Cream, which boast a variety of incredible photo-ops and artistic interactions.

A budget is essential when planning an event. It must be decided early in the process and correspond to the plan for the event decorations, pay for employees, and sufficient materials for attendees. Consider what you will be providing for attendees when deciding on ticket prices.

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Estimate and account for attendance Due to its advertisement and location in Scotland’s most populous city, the Wonka event attracted many people. However, the event planners were not prepared to provide a sufficient experience for the guests. According to an article published by the New York Times on February 27, 2024, children were only given two jellybeans and a half cup of lemonade.

An event plan must account for an estimated attendance count. A good place to start is with the venue capacity; the event number cannot go above this. Additionally, if this is a paid experience, ticket sales must be regularly monitored. Websites such as Facebook have functions to indicate if a person is interested in an event. Those functions can also give a rough estimate of the scope of attendees. Those numbers must be considered when ordering food, hiring people to run the event, setting out chairs and more.

15.

Letter from the Designer: I cannot believe how fast this semester went by! I will miss our seniors graduating this semester and wish them the best of luck in their future endeavors.

This issue of PR Success is meant to reflect on the theme of professional development and learning from experiences, which is present in each article. This message carries over into our seniors graduating and turning a new page on the future!

I would like to thank the editor-in-chief, Lauren Reed for all of her hard work editing each article to make this issue come together. I cannot wait to see how the following Fall PR Success newsletters turn out with our new VP of Visual Communications, Avery Ochs!

I hope you all enjoy this Spring Issue as much as I do, it was a pleasure designing my last PR Success Newsletter.

Cheers to our graduating seniors and I will see you all in the Fall, Anna

16.

Acknowledgements

Editor-In-Chief Lauren Reed

Director of Publication Design Anna Hinkle

Chapter President Allison Young

VP of Finance Margaret Fox

VP of Social Affairs Isabel Mattern

Executive Vice President Isabel Mattern

VP of External Relations Avery Ochs

VP of Member Relations Maggie Noll

VP of Digital Communications Bella Moyers

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