PR Reflections

At the beginning of the semester, before ever taking a course specifically focused on public relations, I underestimated the breadth and depth of public relations. I thought I was familiar with public relations even though it was only briefly covered in other classes. This course has made me realize that public relations is a much more complex, and undefined area in many business.

Public relations is constantly changing, and it has expand to become a necessary tool for maintaining competitiveness in this socially connected world. This course helped me realize that public relations goes beyond non-profit organizations. It is an effective tool for companies to develop a personal relationship with consumers. Companies are able to reach consumers in all areas of their life allowing them to develop a more personal relationship with consumers. I never considered public relations as a medium to build relationships and brands until I began my public relations campaign book for West Michigan Network for Animal Protection (WMNAP).

I have gained a better understanding of public relations throughout this course. Not only will this information help me in my career, but it will also help me obtain a job when graduating from Grand Valley. This course has helped me understand public relations on a much deeper level than any other course. I am able to discuss and use public relations to brand myself in the job market. Not only will I be able to talk about public relations, but I will be able to show prospective employers what I know about public relations through my WMNAP plan book.

The plan book allowed me to practice writing and communicating ideas to clients. It also provided me with a real life experience of working with a non-profit as a public relations specialist. Even though I am not a specialist in public relations, this campaign helped me understand the role of a public relations specialist. Working with a client first hand is typically not practiced in a class room, and I think it should be. It gave me a real perspective on the type of work I would be doing, and it encouraged me to make a better plan book because WMNAP may use them in their own campaign.

This class showed me that public relations is a necessary part of companies, and it is likely to become even more important than it is now. I understand and appreciate the work that public relations specialists do. This experience has been very beneficial, and I am certain that I will continue to use public relations in my college and professional career.

Career Aspirations

After taking this class I have realized that there is much more that goes into public relations than I originally thought. I understand that public relations is a vital part of a company, and it cannot be overlooked. Occasionally an unforeseen problem arises and someone needs to soften the blow. However, it seems that public relations has become increasingly important for companies to maintain a competitive advantage in the market.

Integrated marketing communications uses public relations to keep up with competition. After gaining a more in depth knowledge on public relations, I believe I will pursue a career that works with public relations specialists to develop a successful integrated marketing communications plan. I am interested in working in marketing, which would definitely include some work within public relations and working with public relation specialists.

Although I have enjoyed learning more about public relations, I doubt I will peruse a career soely in public relations. I enjoy working in some areas of public relations, and I appreciate the people that  work in all areas of public relations. However, I believe that public relations lacks the type of creativity that I am seeking. Public relations supports a unique type of creativity, one of which I do not possess. I prefer working in a field that has a little more financial support for campaigns.  

As technology and social media becomes a necessary part of life, public relations will become even more important for companies. Even with a marketing and finance degree I am certain that I will be using public relations in my career somehow. 

PR Definition – Past & Present

Before taking public relations I never thought too deeply about what public relations is. I assumed that it was a small part of advertising that companies and celebrities use to increase their overall public image, especially after a crisis. In a world where technology is exponentially increasing it is difficult to classify public relations.

As I began to learn more about public relations the more I became aware of it in the world around me. Facebook alone has generated a whole new medium for Public Relations to use. You can like different pages, follow companies, share advertisements. Facebook has made it possible for companies to reach different markets, at little or no cost. It is incredible to me to see how technology is inventing new avenues of advertising and public relations.

With such a technology savvy population companies are forced into transparency. Consumers can find out almost anything about a particular company or person. When I think about this, I realize how important rublic relations has become. Consumers have access to almost every bit of information about a company. With so many alternatives I believe that consumers are less concerned about “what” the product is and more concerned about “who” the product is. If this is true, Public Relations is more important now than it has ever been.

After taking this class my understand of public relations has evolved beyond increasing public image. I see now that public relations is necessary for companies to not only repair their public image, but maintain it as well. I didn’t realize the importance of public relations until I sat down and thought about what companies would be like without it. Public relations is a piece of the marketing strategy, not a small part of advertising, and I am glad that I had the opportunity to learn more about it.

Collaboration after College

With the increase in technology and demand for more innovative ideas, collaboration has been made possible across the world. The Association for Information and Image Management (AIIM) defines collaboration as “a working practice whereby individuals work together to a common purpose to achieve business benefit“. AIIM goes further to separate collaboration tools into two general types: synchronous collaboration and asynchronous collaboration (AIIM, 2013).

Each type of collaboration has its advantages over the other, but before the advantages of synchronous and asynchronous collaboration can be understood, synchronous and asynchronous collaboration must first be defined.

Photo provided by Simon Wild

Synchronous collaboration is explained by the University of Wisconson-Madison as real-time collaboration (Allen and Seaman, 2004). Individuals act and react to other individuals as responses occur, there is no lag between the sender and the receiver of the message. This type of collaboration includes chat sessions, whiteboard drawings, and other group interactive work (Allen and Seaman, 2004).

The major advantage of using synchronous collaboration tools is the immediacy that it provides (Allen and Seaman, 2006). Questions can be answered in seconds allowing work to continue.

In contrast to synchronous collaboration, asynchronous collaboration take place outside of real-time collaboration (Allen and Seaman, 2004). In this type of collaboration there is a lag between the sender and the receiver. For example, emails are sent, and then opened at a later time by the receiver. This type of collaboration includes activities such as viewing videos linked to the course site, reading a textbook, and writing a paper are all asynchronous activities (Allen and Seaman, 2004).

The major advantage of using asynchronous collaboration tools is the flexibility they provide. Information is reviewed at the convince of the receiver which provides time for the information to be reviewed properly before a response is developed (Allen and Seaman, 2006).

Both types of collaboration have been used throughout my college career in and out of the classroom, and both will continue to be used in my career. I can expect I will be using email, and face-to-face meetings in my future career to communicate with colleagues. In addition to traditional collaboration tools I expect I will also be using social software and free-form collaboration tools. Many organizations are using these types of collaboration tools to reduce the number of emails used for collaboration (AIIM, 2013).

Collaboration is founded on openness and knowledge sharing. As I begin my career after graduation I can expect that collaboration will be my most educational tool. It will be a life-long activity that I will use to further my success in the business world.

AIIM (2013). Glossary: What is collaboration? Retrieved from: http://www.aiim.org/What-is-Collaboration

Allen I.E. and Seaman J., Entering the Mainstream: The Quality and Extent of Online Education in the United States, 2003 and 2004. Needham, Mass.: The Sloan Consortium, 2004. Retrieved from sloanconsortium.org/publications/survey/pdf/class_differences.pdf

Allen I.E. and Seaman J., Making the Grade: Online Education in the United States, Needham, Mass.: The Sloan Consortium, 2006. Retrieved from sloanconsortium.org/publications/survey/pdf/class_differences.pdf‎

Solo PR

Solo public relations is a unique career choice that many young professional women are pursuing because of the various advantages that is presents. However, with the advantages come disadvantages that must be considered before entering the realm of solo public relations. In “The pros and cons of the solo PR life“, Arika Hanson explains what to expect when working in public relations on your own.

There are three main advantage that she explains in the article when working in solo public relations which makes it appealing to young women trying to balance a family and a career. The advantages are flexibility, ability to say no, and the creative freedom that it enables. Being a solo public relations professional you are your own boss. You have more control over when and where you work. You are also able to say no to clients that you don’t want to work for. Lastly you can promote your client in your own way. Working within a corporation can be restricting for creative individuals, being a solo public relations professional allows you to be as free and creative as you want (Hanson).

Looking at the disadvantages, Arika mentions two which stood out to me. The first being the perceived lack of legitimacy, and the second being downturns in the business (Hanson) .  These two disadvantages are the reason that I could not go into solo public relations.

The flexibility, and creative freedom are incredible advantages that very few jobs can offer, which is why a recent study found that 1 in 10 independent contractors would not return to a traditional career (Crane). However, personally for the me disadvantages outweigh the advantages. I want a job with benefits, healthcare, and security. Solo public relations cannot provide this, which is why I could not see myself as a solo public relations professional.

Crane, K. (2012). #PRin2012: Solo PR Pros – The Professions Secret Weapon. PRSAY. Retrieved from http://prsay.prsa.org/index.php/2012/01/23/2012-pr-industry-predictions-solo-practitioners-on-the-rise/

Hanson, A. (2011). The pros and cons of the solo PR life. Retrieved from http://www.arikhanson.com/2011/09/20/the-pros-and-cons-of-the-solo-pr-life/

Using Social Media in my Career

Since taking public relation classes at Grand Valley I have gained a better understanding of public relations and how it is used in both corporate and nonprofit organizations. Being a marketing and finance major I never thought about public relations and the various ways it intersects with different areas of business. This semester I have learned that public relations is a critical part of all organizations, and with technology and social media evolving so rapidly the  importance of social media continues to grow and it is likely it will be a part of my career.

Corporations are quickly realizing how important it is to build relationships with stakeholders in order to stay competitive in the market. Social media is a way for corporations to build that relationship with stakeholders for a relatively low cost. Corporations are using Facebook, Twitter, Instagram, YouTube, and other social media sites to brand their products and interact with consumers on a more personal level (Olsen).

With a marketing degree I am interested in pursuing a career as a brand manager for an international corporation. As a brand manager I would be responsible for leading the strategic choices of a specific brand group across all media (Daye). This will include managing the different social media sites that are used in order to develop the brand image.

In addition to using social media directly in my career, I will use social media as a way to network and interact with other professionals in order to further develop my career. Sites like LinkedIn will help me network and make connections with other professionals in my field and stand out from the competition.

This is why social media is such an important tool for organizations and individuals. It can be used to develop a personal and professional brand, and relationships that differentiate you from the competition.

Daye, D. (Januaray 30, 2012) Brand management: process and responsibilities. Retrieved from http://www.brandingstrategyinsider.com/2012/01/brand-management-process-and-responsibilities.html#.UogL1qWMj7U

Olson, L. (2013, November 7). 9 Interpersonal Skills to Parlay Into Social Media Prowess. In US News: Money. Retrieved from http://money.usnews.com/money/blogs/outside-voices-careers/2013/11/07/9-interpersonal-skills-to-parlay-into-social-media-prowess

Agency v Corporation

Public Relations is an multifaceted field and it is responsibilities are different based on the type of Public Relations that is being practiced. There are two main types of Public Relations. Public Relations at an agency level, and Public Relations at a corporate level. Both types must know their audience in order to produce an effective Public Relations strategy, however there are many more differences that exist between agency and corporate Public Relations.

It is important to recognize the differences that exist in the different fields of Public Relations. The biggest being the scope of responsibilities that each have. Public Relation agencies often are responsible for multiple clients. They have to organize their time and resources against different clients that may have very different products and messages. Corporate Public Relations have one focus. Their focus is based upon one corporate goal (Entrepreneur). Corporate Public Relations also have a larger budget to run their messages.

Another large difference that exists between public relation agencies and corporate public relations is the type of work that each do. Agencies, by nature, focus on strategy, writing, stakeholder development, releases, and other similar activities (Edwards). They are paid using billable hours of work to key clients. Corporate public relations, on the other hand, are more focused on obtaining corporate goals, and instead are paid by showing their effectiveness to upper management (Entrepreneur).

These are not the only differences between the two types of public relations. Public relation agencies often have a different hierarchal structure, smaller budgets, non-traditional work environments, and team dynamics that differ from corporate public relations (Edwards).

Edwards, I. (2012) Public Relations (PR): What are the differences between working in-house and at an agency? Retrieved from: http://www.quora.com/Public-Relations-PR/What-are-the-differences-between-working-in-house-and-at-an-agency

Entrepreneur (2013) Business Idea Center: Public Relations Agency. Retrieved from: http://www.entrepreneur.com/businessideas/printthis/public-relations-agency

SM Opinion Piece

Picture Provided by mkhmarketing.wordpress.com

Before you can discuss social media it is important to first establish what social media is. In order to do this, it is easiest to dissect social media into the two words that it is made of. Media is defined by Out:think as an instrument of communication. Therefore, social media is a social instrument of communication (Admin, 2011). This definition of social media most often includes websites that don’t just provide information, but also interact with individuals while doing so. Traditional media channels communicate one-way, from the organization to the target audience. Information is provided, however individuals are unable to respond. Social media transforms this one-way communication into a two-way conversation. The ability for consumers to interact and network so easily and efficiently gives them a substantial amount of power.

This distribution of power makes it important for organizations to be aware of the different categories of social media websites identified by Out:think, such as social networks, bookmarking sites, media sharing, and microblogging (Admin, 2011).

Social media allows individuals to connect with friends, meet new people, and stay in touch with the world. The most common, and widespread example of a social network is Facebook. Facebook is the primary social media website that I use to stay in touch with friends, announce life events, and share and store photos. In addition to Facebook I also have a Linkedin account to keep me connected to the professional world. My Linkedin account allows me to connect with professionals, and helps me expand my professional network. I also use Linkedin to find job opportunities. By communicating my education, work experience, and other accomplishments employers are able to reference my Linkedin account and contact me, opening doors for future job opportunities.

Another category of social media websites that Out:think mentioned is bookmarking sites. These sites allow individuals to organize, manage, and save links to other websites. Individuals are able to save links to make them easier to find (Admin, 2011). The best-known bookmarking website today is Pinterest. Pinterest allows individuals to “pin” different ideas, and share them with other individuals through Pinterest or other social websites such as Facebook. Of all the social media sites I use Pinterest the most. With a wedding quickly approaching in June I spend most of my downtime browsing Pinterest for new ideas. Over the past year Pinterest had the largest year-over-year increase in audience and time spent of any social network, across PC, mobile web and apps, according to a study performed by Nielsen in 2012.

Out:think also discussed media sharing and microblogging. Media sharing websites allow individuals to upload and share pictures and videos to millions of people, often at no cost. Most social networks provide some sort of media sharing, however websites such as YouTube and Instagram specialize in media sharing (Admin, 2011). Media sharing is unique because it has the ability to make anyone famous overnight. Videos quoting simple phrases like “double rainbow” and “Charlie bit me” are now famous. They inspire parodies, t-shirts, and even Halloween costumes. Media sharing is where Justin Beiber, OK Go, and Workaholics all got their start. On the other hand, microblogging websites like Twitter allow individuals to post short updates that are shared with anyone subscribed to receive them (Admin, 2011). I use Twitter occasionally as a way of staying connected to others, and keeping up on events happening in my area. Typically I have to be provoked by a friend or an interesting event in order to seek out information from Twitter.

These types of social media often overlap among the various services available. I primarily use social media websites as a method to share images, message groups, update friends, network with professionals and store ideas, pictures and contacts. Although I have multiple accounts on various social media sites I primarily use Facebook, Linkedin and Pinterest to stay connected.

Social media sites continue to change as technology improves. Over the past years the number of social media sites has drastically increased. While Facebook and Twitter continue to be the most popular social media websites, other websites such as Pinterest have emerged in the past year. Individuals are also using social media as a tool to enhance TV-watching into a more immediate and shared experience (Nielsen NetView, 2012). In addition to enhancing TV- watching, a study performed by Neilsen (2012) revealed that individuals are primarily using social media as a method of keeping in touch and networking with others.

Social media provides a path of two-way communication between the consumer and the company. One of the most beneficial aspects of social media is the opportunity for engagement that it creates. Consumers are becoming weary of traditional advertising. Social media not only provides a more credible way to advertise to consumers, but also a way for companies to respond to consumers and take action. Research shoes that roughly one quarter of social media users say they are more likely to pay attention to an ad shared by one of their social connection (Nielsen NetView, 2012). Social media allows consumers to generate word-of-mouth that can reach people in ways traditional advertising could never do.

Social media is constantly changing with technology. Recently social TV has been embraced among individuals in order to transform their TV-watching experience into a more shared experience. In addition to transforming TV-watching social media is transforming customer service. Social media provides a channel to reach customers and improve their customer service faster than ever before. Nearly half of U.S. consumers are reaching out directly to brands and service providers to voice their satisfaction or complaints (Nielsen NetView, 2012). Social media will continue to change and transform, and it is important that companies transform with it. By doing so companies will be able to stay relevant in the rapidly changing world.

Admin. (2011, Sept 6). The 6 types of social media. Retrieved from http://outthinkgroup.com/tips/the-6-types-of-social-media

Nielsen NetView. (2012, July). State of the media: The social media report 2012. Retrieved from http://www.nielsen.com/us/en/newswire/2012/social-media-report-2012-social-media-comes-of-age.html

Social Media & PR

Before you can discuss social media it is important to first establish what social media is. In order to do this, it is easiest to dissect social media into the two words that it is made of. Media is defined by Out:think as an instrument of communication. Therefore, social media is a social instrument of communication (Admin, 2011). This definition of social media most often includes websites that don’t just provide information, but also interact with individuals while doing so. Traditional media channels communicate one-way, from the organization to the target audience. Information is provided, however individuals are unable to respond. Social media transforms this one-way communication into a two-way conversation. The ability for consumers to interact and network so easily and efficiently gives them a substantial amount of power.

This distribution of power makes it important for organizations to be aware of the different categories of social media websites identified by Out:think, such as social networks, bookmarking sites, media sharing, and microblogging (Admin, 2011).

Social media allows individuals to connect with friends, meet new people, and stay in touch with the world. This connectivity allows companies to connect with the world for a very small price. Social media is now exploring the doors that Facebook, Twitter, Instagram, Linkedin, and other social media websites have opened. These websites have given companies, both large and small, the opportunity to connect with stakeholders on a much more personal level.

Media sharing and microblogging websites such as YouTube and Twitter give businesses the means to stay connected and share their messages in the same networks as their customers. Media sharing websites allow individuals to upload and share pictures and videos to millions of people, often at little or no cost. Twitter gives companies the ability to react almost immediately to their consumers, which can be a double edged sward for public relation specialists.

Social media sites continue to change as technology improves. Over the past years the number of social media sites has drastically increased. While Facebook and Twitter continue to be the most popular social media websites, other websites such as Pinterest have emerged in the past year. Individuals are also using social media as a tool to enhance TV-watching into a more immediate and shared experience (Nielsen NetView, 2012). In addition to enhancing TV- watching, a study performed by Neilsen (2012) revealed that individuals are primarily using social media as a method of keeping in touch and networking with others.

Social media provides a path of two-way communication between the consumer and the company. One of the most beneficial aspects of social media is the opportunity for engagement that it creates. Consumers are becoming weary of traditional advertising. Social media not only provides a more credible way to advertise to consumers, but also a way for companies to respond to consumers and take action. Research shoes that roughly one quarter of social media users say they are more likely to pay attention to an ad shared by one of their social connection (Nielsen NetView, 2012). Social media allows consumers to generate word-of-mouth that can reach people in ways traditional advertising could never do.

Admin. (2011, Sept 6). The 6 types of social media. Retrieved from http://outthinkgroup.com/tips/the-6-types-of-social-media

Nielsen NetView. (2012, July). State of the media: The social media report 2012. Retrieved from http://www.nielsen.com/us/en/newswire/2012/social-media-report-2012-social-media-comes-of-age.html

Research In PR

As public relations continues to expand, it is becoming increasingly important for credible research to be done. Research provides direction for public relations as well as credibility. It can help improve public relation practice know the client, find the market, and choose the media, and ultimately, well-done research will deliver successful campaigns (PR Friend).

Research can help public relations learn more about the client. When you develop a public relations plan, it is important that you are able to justify your ideas (PR Friend). Clients want to be sure that your campaign will be successful. Research provides credibility to the campaign.

In addition to improving credibility, research helps public relations find the target market. One of the first things you want to know when promoting a product or service is who your market is (PR Friend). Research provides demographic, psychographic, geographic, and behavioral segmentation (Segmentation). By segmenting the market, you will be able to target your campaign towards an audience that will be interested. Targeting campaigns towards specific segments is extremely important in public relations because it allows you to design your message in a way that your target audience can understand and appreciate (PR Friend).

Research also assists public relations in choosing a media that will effectively distribute your message. You will have to find out which media your client can afford, and which ones will have the highest returns (PR Friend). With technology growing exponentially, it is important to research new methods of communication that are being used by your target audience.

Research is developed as two different parts. The first part of research is referred to as informal, or secondary research. In this stage, existing research is found about the subject. Secondary research can save time and money in public relations. By using research that has already been done you are able to focus primary research on unanswered questions (Market Research Methods). After secondary research has been done primary research is performed to gather original information that is directly related to meeting the objectives of your project. It includes surveys, direct observations, interviews and focus groups. Primary research gives you more control about the information that is gathered. It can be extremely valuable, however it is also more expensive and time consuming than secondary research (Market Research Methods).

There are two types of secondary and primary research, quantitative and qualitative. Quantitative research gathers numerical data. It can be used to identify the size and value of the target audience, and find areas for growth project. Qualitative research gathers opinions and attitudes. It provides a better understanding of the target audience’s interests, needs, habits, and find areas for improving customer relationships (Market Research Methods).

Research is time consuming, and sometimes difficult, but it is well worth it when done right.

“The importance of research in public relations: How research can help you promote your business.” PR Friend. Research in public Relations, n.d. Web. 10 Oct. 2003

“Market research methods.” Queensland Government. Business & Industry Portal, n.d. Web. 10 Oct 2013

Expositioncreat [Tim Parker]. “What Is Market Segmentation and How Can It Increase Sales?” Intuit. Intuit, 12 Jul. 2013. Web. 10 Oct. 2013.