By Deja Watts
In our world of Public Relations (PR), creating content is one of the most important aspects of connecting with your target audience. It is critical to know how and exactly what to say when speaking to a current or prospective client. This is a skill that grows with experience. David Sawyer, an international PR expert, based in the United Kingdom, has been in the industry for over 20 years. He specializes in SEO (Search Engine Optimization) and digital marketing since creating his PR firm in 2014. David states that “It’s only by knowing the people who follow your stuff intimately that you’re able to help them.” Depending on what services, products, or expertise one offers to clients, the marketing strategy should always be tailored and customized to your target audience. No matter how big or small your following is from your audience, it is vital to study the insights and engagement reports to provide relevant content. David also said, “There is no substitute for knowing how to tell a story coupled with good old promotion when it comes to producing killer content and getting it out there.” In a nutshell, after you tailor your content to your specific target audience: PROMOTE! There’s no way around these steps, especially in today’s world of social media. A person can have the best idea globally, but it means nothing if no one knows about it. Share your content, pay for promotion, and invest in your growth. In the new world of social media influencers and the monetization of social media in general, many businesses and brands are using this to their advantage. Whether it’s entrepreneurship, building a brand, or managing someone else’s, remember two things in whatever you decide to pursue. First, create content that is strategically tailored to your target audience. Pay close attention to what they engage with and respond to so that you reach as many as you can. Second, share your content! Make sure you are seen and heard. Pay attention to social media algorithms so that your content is not lost. Do your research on your field, your audience, and your competitors. After these steps, enjoy your route to success! Source: Tips from 8 World- Leading PR Experts on Writing Influential Content https://www.prezly.com/academy/content-creation/how-to-write-content-that-influences-people-with-top-tips-from-7-world-leading-pr-experts
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By Deja Watts I had the pleasure of interviewing, via email, Laura Miller, Executive Vice-President at Greentarget, a business-to-business Public Relations (PR) agency that helps professional services firms build and communicate authority to guide more intelligent conversations. We discussed her intern experience as a college student, how she began her career at Greentarget, and how low-income students can effectively compete for high-quality internships. Ms. Miller shared some very insightful information and tips. Following is the interview. DW: Where did you attend college, and what was your major? LM: Tufts University and International Relations DW: What activities were you involved in while in college? LM: Sailing, Tufts Daily (newspaper) DW: Did you interview anywhere? If so, how was that experience? LM: I did not know during college. In the ‘90s, internships did not seem to be as common as they are today. Instead, I had summer jobs as a sailing coach and at a department store. Post-college, I interned for a United States senator, which ultimately led to a full-time role in his office. DW: How did you begin your career at Greentarget? LM: The senator I had been working for since college decided to retire from public service, and I had to decide on my next steps. My primary role in his office was as press secretary, so I found myself torn between some political opportunities and those in the communications space. Either way, it was imperative to pursue a career that impacted the world and allowed me to continue championing essential causes. Greentarget was opening its doors (technically the neighboring office’s door as the agency did not yet have one) and offered the opportunity to take the leap into professional services work while continuing to pursue my interest in public affairs working with political campaigns. Eventually, I shifted entirely into work with professional services organizations, where Greentarget is focused: we help sophisticated organizations articulate their unique value, build meaningful relationships and grow to their full potential. DW: What are the qualifications for applying to Greentarget’s intern program? LM: Greentarget interns are generally in their junior or senior year of college or have recently graduated. While we do not expect anybody – intern or otherwise – to join the firm with knowledge of the clients we represent (large law firms, consulting firms, financial services organizations, etc.), we do look for candidates interested in learning more about these sophisticated businesses. A solid written and oral communication background is a great benefit, as is the ability to work independently and within a group. Ultimately, we look for people who match our values: authenticity, hard work, intellectual curiosity, good teammates, and challenge-seekers. DW: Financial barriers, however, often prevent low-income students from accessing high-quality internships, many of which are unpaid. Students from disadvantaged backgrounds may need a summer income to pay for college, leaving the career-rich opportunities unpaid internships provide off the table. What advice do you offer low-income students competing for high-quality internships? LM: Personally, I am not a fan of unpaid internships in large part because of the systemic issues you just described. If an organization is unwilling to commit financially to investing in future practitioners and does not have some extremely compelling tradeoff in exchange, it is worth wondering whether they are an organization whose values match yours.
DW: What can those offering high-quality internships do to help support low-income students? LM: My experience has been that organizations that offer high-quality internships also tend to be the organizations that invest in people and see the value in a team with a wide range of backgrounds.
DW: Any other thoughts you would like to share? LM: I imagine the internship process can be intimidating for anyone, so seek out resources, including teachers, career offices, and other students who have worked for companies that interest you. Moreover, while you may not be in the driver’s seat for the application process, do not shy away from asking critical questions to help ensure a good fit and a positive experience:
Source: Green Target: About us https://greentarget.com/about-us/ By Deja Watts
The origin of Public Relations (P.R.) can be traced back to some of the earliest forms of communication, such as cave drawings, during the Dawn of the Ages B.C. Since then, we have gone through the Age of Print (1440-1831), the Age of Mass Media (the 1800s-1970s), and lastly, the current Age of Digital Media (1969-). Feel free to explore past ages in the source links below; however, we will focus on more recent developments. The internet was created on Oct. 29, 1969, by Stanford University and the University of California, Los Angeles (UCLA). This led to emails being created in 1971, international communication in 1973, the origin of I.P. in 1974, and history. Corporations, law enforcement, and government agencies began to use the internet for crisis communication (Tylenol murders of 1982). This period is the foundation for the way governments communicate with citizens, how businesses communicate with customers, and how loved ones communicate with one another. Now, in the present day of Public Relations, it is the Age of Social Media. Instagram, Facebook, Twitter, YouTube, and many more social media platforms have taken over the internet for the past 10+ years. With the rise of these social media, many governments, businesses, and individuals all have social media accounts. Governments and businesses have had to ensure a high level of clear communication with their audiences. Messages can often be misconstrued or misunderstood when a person cannot hear or see the expression behind them. For this reason, governments and businesses have to be extremely mindful when relaying messages. In addition to this, society is constantly changing. Ten years ago, society was less sensitive to harsh words, realities, and some inequalities (LGBTQ+). Now, following last year’s rise of unrest in the U.S. due to inequality (police shootings, etc.), the national divide because of the presidential election, and the global pandemic, society has become increasingly sensitive to many different causes. What does this have to do with P.R.? Everything! All of these factors determine how governments and businesses interact and communicate with their audience. P.R. teams have to determine when it is best to address an issue, how it will be addressed, and in some cases, what stance the company will take. For example, many businesses stood with the #BlackLivesMatter movement last year, while some took an objective approach (supported BLM & law enforcement) or said nothing at all on the matter. In conclusion, Public Relations strategies and approaches change with the times. In this field, it is vital to have a general understanding of everything. Read the latest news articles, click on exciting pieces of information, and constantly expand your knowledge. The more you know, the less you don’t know, and the more you can contribute to solving important societal issues. Be mindful, calculated, and strategic in not only P.R. but in everything you do! Sources: Public Relations Through the Ages: A Timeline of Social Movements, Technology Milestones and the Rise of the Profession.* https://www.prmuseum.org/pr-timeline The History of the Internet and the Colleges That Built It. https://edtechmagazine.com/higher/article/2013/11/history-internet-and-colleges-built-it By Solomon Bradford
Social media dominates how people exchange and receive information in today’s society. Public relations professionals work behind the scenes to promote their clients by constantly looking for unique and new ways to gain exposure for their clients. Following are several ways social media helps public relations professionals to promote a client.
Social media is the leading way to interact and engage with the masses. Internationally and nationally, people resort to social media for entertainment, news, to keep up trending topics, and much more. With the continued evolution of social media, companies can engage with their audiences at their fingertips. Essentially, the reason public relations professionals promote their clients through social media can best be described as, ”These new media win the believe in of customers by linking with them at a deeper level.”(Social Media and Its Role in Marketing, 2016) Source: Sajid, S.I. “Social Media and Its Role in Marketing.” Institutional Repository, 2016, 41.89.240.73/handle/123456789/810. By Nna Justice Ekwonna
When it comes to race relations, times are more tumultuous than ever. There has been a lot of pressure on companies to speak out on race issues, such as campaigns like "Black Lives Matter" or "Stop Asian Hate." Today, it is easier to get "canceled" than ever before. The public is more sensitive than ever, and it almost seems like people are waiting for that one moment for a company to slip up and ruin their business. The racial protests combating police brutality after George Floyd's death seem to have sparked change in consumerism, and companies and their public relations departments have the duty more than ever to step up to the plate and discuss race relations in the world. Just days after George Floyd suffocated under Derek Chauvin's knees, Proctor & Gamble took a leap of faith and started working on an ad campaign called "The Choice," which was intended for white people. The words "Being White in America is not needing to state your life matters. And when your life matters, you have power. Now is the time to use it" appeared over shots of a blue-eyed, white person with a freckled back. Proctor & Gamble and other companies have decided to team up with Gauge, a technology company that links companies with different social media networks, as social media is where these issues are discussed the most. They are designed to help companies with not only their perspective on race but also in regards to the LGBTQ community, gender, and women's rights. Even with companies' good intentions, it is also crucial for them not to become exploitive. Companies like Pepsi and Starbucks have tried to incorporate racial equality into their ads over the years, but some campaigns have backfired, as some seemed insincere. Due to scenarios like this, companies are starting to take the initiative and promote racial equality before something tumultuous occurs. By Ron Emelife
This past February, the NBA All-Star Game was hosted in Atlanta, Georgia. The game is one of the most significant events the NBA has to offer. Millions of people who tuned in to watch their favorite NBA players also got to see players representing Historically Black Colleges and Universities (HBCUs). The Final Four was a huge public relations opportunity for the HBCUs. The event provided the HBCU players and their schools' immeasurable exposure, as some of the biggest names in sports and entertainment showed up to watch their favorite NBA players compete in skills challenges, watch the highest flyers compete in the dunk contest and, of course, watch the main event featuring the stars compete in a competitive game. The NBA decided that a chunk of the funds made from the All-Star Game this year will be donated to scholarship funds at HBCUs. As a former NBA player and now first-year head coach of Alabama State, Mo Williams stated, "Everything is about exposure." The NBA commissioner also stated, this is one of the primary reasons they chose Atlanta for the game this year, as it was an opportunity to focus on the HBCUs. The exposure paid off, as the NBA generated $3 million for select HBCU's at this year's event. |
AuthorBowie State University SPR Group Student Blog Archives
May 2022
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