Professional Documents
Culture Documents
Success
Chapter Newsletter
Hugh M. Culbertson Chapter Ohio University PRSSA Spring 2010 Edition
C ol u m n
True Life: PR industry: not “as seen on TV”
Kellie snyder
“I’m a JSchool Kid”
by Maddie Stevens Reality television is not real. Reality “Every day public relations professionals
television is exciting, humorous and dramatic – work on projects that change lives – in areas
but it is most definitely not real. Reality TV shows like public safety, health care, investor
capture the thrills and disregard the monotony of relations, politics – this is real-life, high stakes
daily life. As a result of this complete dismissal drama that in the hands of a good producer
of boringness, reality television has gained would show audiences what it really means to
The “unknown” is one of the scariest extensive viewership and, therefore, boomed be in public relations,” Murray said.
places our minds can take us, and most in popularity. In fact, reality television shows Reality television programs have
times we are unable to think of anything other have been created to imitate and exploit almost played a major role in exposing the public
than micro-managing the immediate future. every facet of society. Dieters, bachelors, sweet relations industry to the masses. No longer
To prove this, I want you to get out your 16-ers, chefs, hairdressers, singers; they have is PR an unknown and misunderstood field;
daily planner (yes, right now; go do it!) and all been pushed in front of the camera and it is now a known and misunderstood field.
open it to this week. You’ll probably notice into unusual and amusing situations in order to TV programs have had the positive impact of
that you have the space allotted for today, raising awareness about PR; unfortunately,
attract an audience. Recently, the public relations
tomorrow and probably this whole week filled
industry has been added to this list of idealized these TV programs create a false awareness
to the brim with important items that need
accomplished, but if you flip to two weeks institutions. about public relations. Reality TV presents an
from now there is hardly anything waiting to Public relations is a growing field, and this image of PR that is slanted and dramatized.
be done. Congratulations! You’ve succeeded growth is echoed by the growth of PR emulation Richard Yann, Vice President of the Public
in impeccably planning your days so as to on reality TV. Unfortunately, the imitation version Relations at Public Relations Society of
maximize productivity! This proves, though, of public relations that is shown on reality America, notes that this sensationalized view
just how focused we are on the present and television programs erroneously represents the of public relations has an undesirable effect
how much we fail to consider the bigger professionalism and importance of the industry. on PR professionals.
picture. Nicolena Stephan, a Social Media Strategist at “[The portrayal of PR on reality TV
I believe that this inability to think into Identity Marketing & Public Relations, believes shows] creates incorrect perceptions and
the future has nothing to do with a lack of that there is a definite stigma created by shows puts unrealistic expectations in the minds of
events taking place and everything to do with like “Kell on Earth,” “PoweR Girls” and “The students who are studying public relations, or
a fear of not knowing exactly what is going SPINdustry.” professionals who are considering a career
to happen to us as we move into the future. “Shows like these add to the frequent change,” Yahn said, “These perceptions run
Sure, most of us have a vague idea of how the gamut from it’s who you know and how
misconception that working in PR is all about the
our summers will turn out and what the next
glitz and glamour and that PR pros are masters hard you party to how much sex you’ll have to
school year will bring, and perhaps for those
of us who are graduating we have a hazy of ‘spinning’ the truth,” Stephan said, “I can’t tell the likelihood that you’ll work for an intolerant
plan for a career or other endeavors. But my you the number of times I’ve received responses boss who screams at you because there is
question to you is this: what if life decides like ‘Oh, so you spin the truth for a living?’ or mustard on the sandwich you ordered for
to present you with a risky opportunity that ‘PR is all about planning fun events and going him.”
has the potential to turn your whole world to glamorous parties, right?’ when I tell people I In more ways than one, public relations
around? Would you choose to remain on the work in PR.” is taking the mass media by storm. Television,
planned and familiar track that you’ve set for It is clear that TV producers modify and a tool occasionally used by PR practitioners to
yourself, or would you choose to venture into reformat the lifestyles of PR professionals in communicate with a target audience, is now
the unknown and take a chance that may alter order to gain viewer approval. However, it is the tool that is being used to communicate
your life forever? questionable as to whether or not this formatting a false image of those very same PR
I challenge you, my dear JKids, to is necessary. Public relations is an exciting
ponder this possibility. While it is easy to practitioners. Reality television depicts an
profession. After all, its appeal is undoubtedly
tell ourselves that if this situation arises unauthenticated image of public relations.
what sparked producers’ interest in creating
we’ll be bold and daring and take the road However, the misconstrued portrayal of PR
shows centered on the practice of strategic
less traveled, but I can guarantee that when may not be entirely negative. Richard Bailey,
communication. If handled appropriately, it
faced with the choice it would be extra- PR educator and editor of “Behind the Spin,”
seems likely that the natural excitement of the
difficult to ignore the pangs of anxiety that a magazine for PR students and young
field could resonate with the general public.
accompany the indefinite. I know that, my practitioners, expresses this sentiment.
Type-A personality makes it tough to consider President and Chief Operating Officer at the
Public Relations Society of America, Bill Murray, “The rather inaccurate depiction of
anything other than the structured life I’ve set
said he feels there is incredible potential in the public relations can be seen as a problem for
for myself, and I can bet that most of you are
creation of an accurate, while at the same time, the profession; or it can be seen as a welcome
Continued on page 9
endearing PR reality TV program. acknowledgement of ‘the rise of PR.’”
PRSuccess Spring 2010 Page 3
• Empower • E.W. Scripps School of Team Players ImPRessions gives students an opportunity to gain
Journalism
• ImPRessions experience while providing clients with free public relations services.
• OU Performing Arts Above, Becca Goodburn and Will Harris from the College Book Store
Series account promote Mom’s Weekend t-shirts; 20% of the profit from t-shirt
sales went to My Sister’s Place (Photo by Nicole Bersani).
PRSuccess Spring 2010 Page 4
Identity crisis:
Job descriptions change as lines in industry cross
T
Grace naugle Mason serves as a Specialist messaging (via Twitter, Facebook to customers and provide content
he traditional public in Search Marketing for Nationwide, and blogging), but strategic over new mediums. The web is an
relations pathway where he works to creatively flag content is critical. Messages equalizer, and companies are now
is undergoing core keywords that are important have to be tailored to reach able to form direct relationships
change as the to the company in order to rank the specific audiences. Nationwide, with the customers they are trying
landscape shapes to cater to website on popular engines such for example, tailors messages to to reach. In order to focus on your
new mediums and audiences. as Bing and Google. One way reach their different audiences consumer market, Workman said
Two E.W. Scripps PR alumni, Mason does this is to “optimize” through many different interactive “not to move the conversation to
Royce Workman ‘00, and Zach press releases, making them platforms. As an Interactive where you are, but instead go to
Mason ‘02, both Public Relations “smart” press releases filled with Planning Consultant, Royce works where it is already taking place.
sequence graduates, currently interactive content and links. to strategically decide which That’s what social media is all
work in Interactive Marketing at The public relations interactive tactics to implement in about.” By identifying what the
Nationwide Mutual Insurance in department serves as brand and order to reach business objectives. consumer wants immediately,
Columbus. Both are witnessing reputation managers of a company, Interactive tactics consist of professionals can convey
relationships and priorities change and when paired with interactive mediums such as e-mail, social messages directly.
“
for communication initiatives at To current students,
Nationwide. Workman recommends building a
Even though PR
Early professionals need to technical skill set but with business
professionals will always serve as continue learning and leveraging acumen.
“Know how your company
content builders, professionals are
now working more often with many ways to communicate messages makes money and how it provides
value to customers. Early
with new technology and forms of
”
members of the marketing team to
package and interactively deliver professionals need to continue
these messages. One way this communication learning and leveraging ways
to communicate messages with
is happening is through Search -2000 graduate Royce Workman new technology and forms of
Engine Optimization (SEO), which
is the process of optimizing a communication,” he said.
website in order for it to rank higher technology, the duo works to show media, search, display banners, Marketing, public relations
in the organic search results within the brand in a positive light over website and phone applications. and advertising are overlapping
the web. Those in the PR industry “Writing skills are as and working together in order
search engines. SEO specialists
have to craft the message, while important as ever. One of the most to serve a consistent message
optimize their onsite content for
the interactive helps to deliver that important things is to be able to across the board to consumers.
keywords that are important to
sell ideas to leadership internally,” Teamwork is as important as ever
their company, and then work message. Although this seems
said Workman. “Conveying a because without a consistent
to credit that content by building skewed from the “traditional” PR
message, the company would be
links to their site from other sites, pathway, it just means that the jobs strong message to leaders about
missing opportunities to reach an
which search engines recognize are progressing with the evolution the opportunities interactive
audience. Mason has advice for up
as votes of confidence. When a of social media and consumer- technology can deliver is critical,”
and coming graduates, and said
site is well organized, optimized or driven content. PR professionals said Royce. students should be “willing to learn
targeted, has relevant keywords, are realizing that consumers are The lines in marketing, something new.”
and garners many links from other getting their news through other public relations and advertising “This is a very new industry
sites, it usually ranks higher (and places and not just through media are blurring because the because it is changing and moving
thus receives more visitors) when outlets. audience is changing. Instead of fast. Think critically and don’t be
someone searches for one of Trends in the job industry media dominated relationships, afraid to try something different,”
those keywords. have adjusted to modified companies are able to reach out he said.
PRSuccess Spring 2010 Page 6
WHAT NOT
TO WEAR
Summer intern edition
brittany lambert work; nobody wants to see your SpongeBob
SquarePants boxers, it is completely
As summer rolls around, it’s time for inappropriate. Tennis shoes and “mandals” (ugly
interns to prepare their work ethic and their sandals for men) are also inappropriate. Dress
wardrobe. Dressing professionally is almost pants paired with a golf shirt or a button-up shirt
as important as acting professionally in a job are usually dressy enough for most workplaces.
setting. Every workplace is different, so it is The biggest rule for men to remember is that if
important to feel the environment out as quickly your shirt is tucked in then you need a belt. If
as possible. Remember, it is always better to be you are wearing a belt then it should match the
overdressed than underdressed, especially on color of your shoes.
the first day. For both men and women, tattoos and
Women should not wear short skirts or facial piercings are not acceptable and need
low cut shirts. You will not get a promotion or to be covered or removed before entering the
a boyfriend; you will get a public indecency workplace. If your office has casual Fridays,
charge. Spaghetti strap tank tops show too take advantage of it, but make sure you are not
much skin for the workplace; cover-up with a too casual. Jeans and t-shirts are almost never
cardigan or light jacket. Too much jewelry is accepted in a work environment.
also a bad thing. Use a “Rule of Seven” when Internships are required for JSchool kids,
deciding what constitutes too much; don’t wear so we are all going to go through the stress of
more than seven pieces of jewelry, counting looking for them. Having the right wardrobe
each earring as one piece. Also, do not wear can take away some of the first day worries.
loud jewelry such as multiple metal bracelets. Look to co-workers when in doubt about what
As for footwear, flip flops are not appropriate for is acceptable to wear. Don’t be scared to ask
most work environments. If open toed shoes are questions. Following these rules, and you will be
allowed, try a two inch open-toed heel instead. dressed to impress and always look professional
Men should not wear baggy pants to for your internship.
Continued from page 4 your long work days: businesses, and if it doesn’t work out, it’s just
a lot more. It has a great artsy/edgy vibe and Nicole: Facebook and texting my friends. Also, one more thing to add to your resume. Don’t
being that it is a smaller production company, lunch dates with my family and friends in the city. be humble and sell yourself.
I feel like I will be able to be more hands on I hope I can listen to music at my desk too. Rose: Don’t be afraid to completely be
than at other internships. This summer I’ll be Andrea: This is going to be really random but yourself on an interview. Express what you’re
interning with marketing as well as being a something that always gets me through long passionate about and don’t just give them
production assistant for shoots in the city. days is a sugary drink. I am obsessed with answers that you think they’re looking for.
8. Be honest- what will you miss most smoothies, so I will definitely be looking for a Nicole: Don’t give up. I didn’t get my non-
about summer? good smoothie place in Columbus to get my fix. profit internship until after summer had
Nicole: I will miss sleeping in to at least 10 10. One piece of advice to underclassmen already started, and I think that even though it
a.m., rolling into work around 11 a.m. and who didn’t get internships or will be looking was small and not paid, it was worth it.
being done by 3 p.m. Instead, this summer I for them in the future: Andrea: Don’t think that something is too far
will probably be catching the 7 or 8 a.m. train Becca: Make connections and apply, apply, fetched for you to get...just try! I came so
and will not be back home until around 6 p.m. apply. Most companies are more than excited close to just stopping mid-application and not
Rose: Lazy days with my best friend. No, to get interns, so it’s just about getting out there even bothering to apply thinking it was a long
swimming or just sitting outside reading; that and applying to any and all internships that shot. Just take the chance. There is no way to
is what I’ll miss the most. interest you. No matter the type of company, know unless you try.
9. Something that will help get you through great experience can be obtained from most (Compiled by Anna Luczkow)
PRSuccess Spring 2010 Page 7
“
Ali Myers, OU PRSSA President, getting to experience public relations in
sees major opportunities in the PaRtners the real world is so beneficial,” Bartman
Conference, for networking opportunities Not only do agency tours give said.
and representing chapters’ talents. PRSSA President Ali Myers
“PaRtners Conference has so students a chance to see what it is stressed the importance of touring and
many advantages to attending. You like in the professional world, but it networking with industry professionals.
get to listen to great speakers and “Not only do agency tours give
panels, participate is a challenge, and also gives them a chance to network. students a chance to see what it is like in
”
network with professionals as well as the professional world, but it also gives
other students. All of the chapters in - Ali Myers, Junior them a chance to network with those
attendance are a part of the Central professionals. It is a great opportunity to
Ohio region, and it is so important to get to Riggs. His presentation detailed 13 things you see what the atmosphere of a public relations
know those people because you could be can do to build your own brand. These steps agency is like,” Myers said. “It is very important
collaborating with them in the future,” Myers included blogging, tweeting and selecting the to know the atmosphere of a place you’re
said. “It is particularly important for OU PRSSA right niche networks to channel your message. going to work before you start working there.
members to go, because we often are unable to “Nate Riggs gave a spectacular Sometimes a person doesn’t mesh with a certain
attend other Central Ohio activities due to the presentation about using social media and kind of agency, and if that is the case it would be
distance. Since PaRtners Conference is on a other outlets to advertise your image and a good thing to know before you even started
weekend, many of our members were able to go qualifications. As soon as I got home, I created working there- which is what these agency tours
showcase our talents and prove that our chapter a Twitter, LinkedIn, and Blogger account,” allow us to do.”
is a hard-working one.” freshman Heather Bartman said. “Now, if I Overall, the weekend was successful, with
Also on hand was a panel discussion apply for a position and the company wants to students gaining experience from multiple fields
on media relations. The panel included know more about me, the can literally find me of PR as well as networking with professionals
professionals from all aspects of journalism, in a Google search and I am in control of what and fellow students from Central Ohio.
PRSuccess Spring 2010 Page 8
A
ashley showen
s summer quickly approaches, support assistant
many students are getting ready at Fidelity Voice
to dive into their first internships. and Data and 2009
On-the-job experience through graduate of the E.W.
interning is not only required for all journalism Scripps School of
students to complete at Ohio University, but it Journalism, said she
is also a way to gain valuable experience in the wishes she would
field before graduation. have kept better
In today’s economy, jobs are a rare track of the projects
commodity; therefore, it is even more important she worked on in her
than ever to make a memorable impression at internships.
an internship. After all, the people who supervise “If I could
interns will likely be their connection post- do it over, I would
graduate jobs. have kept track of
A first internship can seem intimidating and absolutely everything
‘Ello Govna Internships are not only required for all Jschool students, but
overwhelming, but after the initial adjustment I worked on, and hands-on experience is also a way to gain valuable experience in the field.
period into a new work environment, internships kept note of projects Above, John Tyler, Governor Ted Strickland, Natalie LaConte and Morgan
are a blast. or initiatives I had Lyles pose after LaConte interviewed the Governor for her internship at
Going into an internship, one of the my hand in. It would Ohio’s College of Education (Photo courtesy of Natalie LaConte).
most important things to remember is to be have made it easier
professional. According to Jessica Duffield, to compile things
account representative in the marketing and later,” she said. other problems you may run into so that you’re
public affairs department at the Charleston Additionally, while it is important to ask as respectful of your bosses time as possible.”
Area Medical Center in Charleston, WV, questions in order to make sure projects and On the other hand, as members of a
professionalism is key. assignments are done correctly, it is also generation that is well versed in new media
“Treat it like a real job—you never know important to be respectful of the supervisor’s and technology, interns can be invaluable to
when you might have the opportunity to be hired time. companies and can offer a great deal of insight.
back,” Duffield said. “PR students need to realize that the “Don’t be afraid to speak up,” said
Andrea Teggart, a junior public relations primary reason most organizations bring on Samantha Browning, junior public relations
major who interned with the Muscular Dystrophy interns isn’t out of the goodness of their own major and current PR intern with the Empower
Association in Washington, D.C. and SBC heart, it’s to bring on people to contribute to their Campaign. “Even if your supervisor doesn’t
think your idea is as awesome as you do, they
Advertising in Columbus, said that networking overall mission,” said 2009 Scripps graduate will remember you as an intern who is actively
with coworkers and supervisors is essential. Aaron Baer, who now works for the Center of involved.”
“Get to know everyone! It’s so easy to stick Arizona Policy as the communications director. Of course, the main thing to keep in
to yourself and just get your work done. Network “This means having to deal with intern issues mind during a summer internship is to have
with people during working interning hours,” she every five minutes isn’t something they want to fun. Working as an intern in an industry that
said. deal with. So when you’re working on a project is growing so quickly and morphing rapidly is
During most internships an intern will work and you realize you have a bunch of questions, fascinating, and the possibilities for learning are
on many different projects. Natalie LaConte, write them all down first and think through any endless.
Continued from page 2 a soul on this campus, and I’ve Letter from the editor:
never looked back. Do not let
I’d just like to take a minute, or a 1/4 page section, rather, to
like that too. We’re all crazy PR the fear of uncertainty get the give a huge “thank you” to everyone who has helped make this
students, remember? But after best of you: take that big-city year’s PR Success a piece of work that our chapter can be proud of
talking with a few graduating internship; move to a new place and something that our school can hold in high regard.
seniors and learning of their without the promise of a job To the writers and the editors: you guys rock! It never ceases
own fear of taking jobs that will awaiting you; chance rejection to amaze me how far a Scripps kid will go to help out or to make
take them away from home and and put yourself out there! a story that much better. To a wonderful advisor, Michelle Honald:
throw them into the unknown, I It’s always better to regret thank you so much for all of your help and for putting up with me
all year! We couldn’t have been a “PR success” without you. To the
can’t help but think about how something you have done then
professionals: you are one of our greatest resources and one of the
exciting an opportunity like this something you haven’t, so don’t main reasons that I am proud to be a bobcat. To the PR stars: I love
could be. let a chance for something you for the over-achieving, high-reaching, never sleeping lunatics
I will always advocate wonderful to pass you by. The that you are; without you, what would we have to write about?
for trying new things because rest of us JKids will be here A lot of work goes in to each and every one of these issues.
I chose to dive head first into to support you if you fall; we With that being said, your loyalty is truly appreciated and I hope
my college career not knowing promise. you’ve learned something. It’s been real!
Heather Farr
PRSuccess Spring 2010 Page 10
Speaker Spotlight
Describes himself as: “An ordinary fellow with
Who: Dr. Steve Iseman, APR extraordinary luck.”
Spoke on: Monday, May 24 His alma mater: Ohio University
About: Dr. Iseman is a professor of Thoughts on attending PRSSA National
Communications Arts/Public Relations and Conference: “I’ve never had a student who hasn’t
Director of the Public Relations Program at said that attending was one of the best things they
Ohio Northern University. He has been a did. You meet so many people and you get to go
faculty advisor for Ohio Northern’s award somewhere with 1,000 or more people who are
winning PRSSA chapter since 1993. interested in the same thing as you. You’ll start off
Iseman has served on numerous Central your professional life with a huge network.”
Ohio PRSA committees and is a past president Advice to graduates: Getting into PRSA after
of the chapter, among other things. Prior to college is the greatest investment you can make.
moving to the classroom, Iseman spent 20 In terms of your career resources, I don’t believe
years in the PR field. that there is a better one.