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Culbertson Chapter Ohio University PRSSA Spring 2011 Edition
Twitter chats: new ways for #ScrippsPRSSA to engage
by Ashley Showen
or nearly five years, Twitter has created a buzz across the world, invoking global conversation in tweets of 140 characters or less. Twitter comes in six different languages and celebrities, companies and average citizens across the world are tweeting more than 65 million times a day, making it one the of the most used social networks that exists today. As Twitter gains momentum and notoriety, people are coming up with better and more effective ways to use the medium. One of the more recent innovations is Twitter chats. A Twitter chat is an online conversation (on Twitter) that follows a specific topic at a specific time and day. Twitter chats use hashtags which track the conversation and tag the information for retrospective reading. The chats usually have a moderator who asks questions and keeps the conversation on topic. According to Heather Whaling, founder and president of Geben Communication
rsdays, #u30pro: Thu . EST 8 p.m. to 11 p.m
#journc hat: Mo n p.m. to 11 p.m. days, 8 EST
#pr20chat:Tuesdays, 8 p.m. to 9 p.m. EST
Tweet it up! Students will benefit from participating in Twitter chats because they can hear about successes and challenges from PR pros in the industry, in addition to networking. (Graphic compiled by Grace Naugle).
in Columbus, Ohio, Chicago PR pro Sara Evans launched industry-specific Twitter chats a couple years ago by creating #journchat, and a trend was born. #Journchat focuses on connecting a community of journalists to discuss trends, changes and difficulties in the industry. Along with many other chats that followed #journchat, #pr20chat came to life, aiming to engage PR students and professionals across the country in discussion about social media trends, best Inside this edition practices and more. The chat was originally started Students keeping the PACE . . . . . . . . 2 by Beth Harte, but almost The art of media relations . . . . . . . . . .3 a year ago she passed Prescription for prevention. . . . . . . . . . 4 the torch to Whaling and 2011-2012 Executive board . . . . . . . . 5 Justin Goldsborough, who Scripps senior looks back . . . . . . . . . . 6 moderate #pr20chat every Tuesday at 8 p.m. EST.
“It’s a strong community, ranging from students and young pros to very experienced professionals – all of whom are willing to share experiences and learn from each other,” Whaling said of the chat. Whaling said that students can benefit from participating in Twitter chats even if they aren’t geared toward students because they get to hear about successes and challenges from PR pros and gives students an opportunity to showcase their social media knowledge in the presence of numerous PR pros. The amount of Twitter chats currently in operation is astounding. Twitter chats exist on practically every industry topic you can think of, though overwhelmingly are geared toward the communication sector. Twitter chats are even being used in classes to ignite conversation during the lecture.
SEE #SCRIPPS ON PAGE 5
Students keeping the PACE:
by Sienna Tomko
sk any one of the graduating seniors and many of them would attest to the fact that holding a PACE position during their college career was one of the best decision they made. Unlike other jobs on campus, the Program to Aid Career Exploration (PACE) provides students with the opportunity to explore their career interests while taking classes at Ohio University. According to the Financial Aid website, the PACE program employs approximately 400 students each year. The program serves as an excellent resume-builder for students looking to expand their work experience, allowing them to enhance their professional skills while earning a paycheck. With many of the seniors preparing for graduation and nearing the end of their PACE positions, a few were willing to share the lessons they learned from their PACE positions.
Lesson One: Find a Position That You are Interested in The PACE program helps students find a mutually beneficial fit between their studies and potential job offerings on campus. Whether a student is interested in health care, arts, science or admissions, students can search and apply to a wide range of Ohio University campus departments. Senior Grace Naugle, interested in health care communications, found her PACE position as an opportunity to learn both wellness and healthy lifestyle promotions. During her time at WellWorks, a fitness and wellness facility serving Ohio University and the surrounding Athens community, Naugle gained knowledge in software and programs that are relevant to the public relations field. “The best part about PACE is that you have the opportunity to expose yourself
Deep in thought, Ashley Showen and Devin Hughes, seniors, brainstorm for a recent project at the Patton College of Education and Human Services. PACE jobs model real-world experience. (Photo by Sienna Tomko).
This job forces me to be focused and organized
to areas of the field you may have never considered,” said Kelsey Spellman, PRSSA President and events and donor relations assistant at University Libraries. Spellman recommends underclassmen to narrow their search when applying. She also believes students need to apply to positions they are interested in learning more about.
“My PACE positions have helped me with interpersonal relationships in the workforce and taught me how to (gracefully) learn from making mistakes,” Naugle said.
Lesson Three: It’s Real-World Experience
Lesson Two: It’s a Great Portfolio (and Resume) Builder
Almost all of the seniors commented on the numerous opportunities for portfolio pieces. Whether they had experience writing for a magazine or designing a brochure, the chances PACE offers for resume and portfolio building is endless. Senior Devin Hughes currently works as the public affairs intern at The Patton College of Education and Human Services, a position that he has held for two years. A strong advocator of the PACE program, Hughes has found his time building up pieces for his portfolio ‘instrumental in job interviews.’ Naugle also has highlighted her work through her resume and portfolio. The concrete work of compiled writing and design pieces add to her portfolio, ultimately gaining her overall confidence.
You just can’t learn some things in the classroom, especially in the public relations field, without experiencing them first hand. “The biggest area that PACE helped me with has been growing more comfortable with writing and interviewing. We’re talking about constantly having realworld assignments that get published, which is hard for a classroom to simulate,” Hughes said. “It’s no different than my full-time job will be someday, in the sense that I will have multiple assignments and deadlines, and if I don’t get them done, the organization suffers.” As all of the seniors prepare for upcoming jobs and post-graduate internships, their time spent with PACE offers them key talking points and opportunities to show they have the tools to apply their studies to the real-world.
Lesson Four: Learn to Be (More) Professional
SEE PACE ON PAGE 5
Pros weigh in: being strategic during pitching, relationship building
Mastering the art of media relations
strategic marketing communications agency in Charlotte, N.C., says the t a recent PRSSA meeting, Jeff most important qualities a media Hirz, an OU alumnus and new relations specialist must possess are addition to the PR firm, PR 20/20, excellent writing and speaking skills. stated that, “Media Relations is more of an She states, “One must be able to write art than a science.” Although mastering and speak succinctly and in way people this art does not entail a Rembrandt can understand. Being comfortable rendering or a Picasso portrait, it does talking to someone you don’t know consist of certain skills necessary and getting your message across in when crafting a pitch, launching a new 30 seconds to a minute is crucial.” product, or simply staying in touch. Duffy explains that to be an effective Erin Pope, Media Relations specialist University Communications and media relations specialist, one must at Nationwide Children’s Hospital in Marketing student writers Brooke be strategic. First, learn how to contact Columbus, Ohio, says 75 percent of her Carpenter and Anne Cummings see each reporter, whether he or she prefers job is being reactive and staying up to date the other side of media relations email, phone or social media. Then, on the job. Both are PR majors. on trends and recent news. “Staying research thoroughly. “It is not enough to on top of what reporters are interested be a media relations person without the in is important so you have the ‘know attention and garners support. She research,” Duffy says. “Being prepared how’ to pitch and strategize,” Pope says. encourages students not to be afraid with a complete understanding of the She also recommends providing quality to take on a challenge and to think story you’re trying to convey and any content to reporters to keep them coming of a creative angle when writing potential follow-up questions is essential.” or launching a product. back asking for advice and expertise, a pitch As a media relations specialist, a “It’s important to think outside the masterpiece may be attributed to a while forming healthy relationships based on trust. Representing a client box on how a product can solve timely pitch or creative launch of a new effectively requires listening, smart problems for the consumer while product with the focus of getting clients writing, and being well and brands the best media spoken. Pope states, coverage possible; however, “A good listener is to this is not the end goal. There always important when a way to correlate someone you don’t know and getting must be media coverage to understanding the secured reporter’s wants and your message accross in 30 seconds is the brand or the organization’s needs and being able business objectives. crucial. to condense a broad Know what the client, and array of information the reporter wants, and -Laurie Duffy, into a concise and then find the space where Taylor Strategy captivating pitch is vital the two can meet. At the when standing out.” end of the day it’s about Karen Bailey, Senior business growth and results Counselor at Fahlgren Mortine Public incorporating personality. Remember that illustrate the effectiveness of a Relations in Columbus, Ohio, says to have fun with it,” Bailey says. product, brand, client or company. Laurie Duffy, Ohio University alumnae being creative can add to success in For more information on media and Account Supervisor at Taylor, a relations, please visit www.Ragan.com. media relations because it demands
by jackie Bavaro
Being comfortable taking
ImPRessions account works with Ohio Department of Health
Prescription for Prevention
school students admitting to using prescription drugs, at least once, without doctor approval, according to ODH. “I truly believe that through our work with the Athens High School, we are increasing awareness of the prescription drug abuse in this area,” Account Associate Kristen Renard said, “and by doing so we’re taking steps t o w a r d ending the problem.” One way to begin solving the problem is to inform the public on how to correctly dispose of their prescription drugs. ODH states that “a recent national study found that 53 percent of people ages 1825 obtained prescription pain relievers free from family members or friends for non-medical use.” Because of this, last year, then Governor Ted Strickland declared Sept. 25 to be “National Take-Back Day”. This day gives Ohioans the opportunity to properly dispose of their unneeded prescription drugs at local drug drop-off events. While the road to recovery may be a long one, ImPRessions account members continue to have
by Sam Tischler
n average, prescription drug overdose causes four unintentional deaths every day. This is according to the Ohio Department of Health (ODH), who has launched a campaign to raise awareness about the dangers of prescription drug abuse. The “Prescription for Prevention” campaign began in September 2010, focusing especially on Southern Ohio, where the highest levels of reported abuse exist. The counties involved include Adams, Jackson, Ross, Vinton, and Cuyahoga, all of whom have seen a rapid increase in drug abuse incidents, according to ODH. With the help of PR agency Fleishman-Hillard, Ohio University students are adding Athens County to the list. The ImPRessions “Prescription for Prevention” account is working with student leaders in Athens High School to initiate peer-to-peer conversations about the dangers of drug abuse. “We took advice from what Fleishman did in other Ohio counties and formulated a plan that would work with our school,” said Account Executive Molly Essell. Currently, account members are in the process of organizing a movie night that will allow the high school students to learn more about prescription drug abuse in a fun and familiar setting. This has proved to be a crucial group to target, with 25 percent of high
S t o p t h e E p i d e m i c
More than 25 p n percent of high sc ool school students report d using reported a prescription drug without a wi hout script e. doctor’s prescription at least once.
Prescription for Prevention account used various promotional materials to create awareness about the campaign, as pictured above. On average, prescription drug overdose causes four unintentional deaths every day.
a positive outlook on their efforts to improve awareness of the problem. “I think that [our work] will inevitably force students to at least think about the dangers of misusing prescription drugs,” Account Associate Andreya Carlson said, “and hopefully that will result in a decline in illegal prescription drug usage.”
CONT’D FROM #SCRIPPS
During these chats, tweets are flowing in by the second. To help focus the chat, Whaling recommends using tools like tweetgrid.com to increase the value you get out of the chat. Other applications include tweetchat.com or a Twitter client like HootSuite or Tweetdeck in which you can create a separate column for the Twitter chat hashtag. Some Twitter chat best practice advice from Whaling: “Twitter is all about developing relationships and connecting with people in new ways. When students participate in a chat, part of the goal should be to make new connections. Keep the conversation going throughout the week to build stronger relationships. One way to do this: Create a private Twitter list to track tweets from people you meet in chats. That way, you won’t miss a relationship-building opportunity.” Want to try out a Twitter chat? Here are some suggestions from Whaling: #journchat: Mondays, 8 p.m. to 11 p.m. EST #u30pro: Thursdays, 8 p.m. to 11 p.m. EST #pr20chat: Tuesdays, 8 p.m. to 9 p.m. EST
CONT’D FROM PACE
Some students, like Ali Myers, did not necessarily work in the public relations field. As a marketing assistant at WOUB Radio and Television, the experiences during her two-year internship provided her with many skills that are important in any profession. “This job forces me to be focused and organized, which are obviously important traits of a PR professional,” Myers said. “I absolutely recommend it. Although I’m not doing the typical “PR things” that may be done in class (writing press releases, making PR plans, etc.), I am honing many skills that are important in any profession.” Ashley Showen, public relations and journalism intern at The Patton College of Education and Human Services as well, has learned from her weaknesses during her PACE job. From those weaknesses, Showen has learned to pay more attention, ultimately making her a better communicator.
Quick Facts about PACE
➢ Internship-like work experience ➢ Work up to 10 hours per week ➢ Pay: $7.40 per hour ➢ 30 hours of completed
coursework ➢ 2.3 accumulative grade point average ➢ Must be a full-time student (12 credit hours per quarter) ➢ Positions available fall through spring quarter, Some positions available year-round ➢ Students may NOT hold a federal work-study and a PACE position at the same time
Current PACE Seniors
Grace Naugle, Special Events and Education Assistant at WellWorks Ashley Showen, Public Relations and Journalism Intern at The Patton College of Education and Human Services Ali Myers, Marketing Assistant WOUB Radio and Television Krista Meyer, Marketing Intern at Office of Summer Sessions Molly Essell, Development Special Projects Assistant at Office of Development Devin Hughes, Public Affairs Intern at The Patton College of Education and Human Services Kelsey Spellman, Events and Donor Relations Assistant at University Libraries Anne Cummings, Compass Writer at University Communications and Marketing
Lesson Five: It’s a Never-Ending Learning Experience
“Every day can be unpredictable, so take in everything as a learning experience,” said Myers. “It’s important to be open-minded because every position is going to give you experience that will help you in the real-world.” If interested in a PACE position, visit the Ohio University Financial Aid website for more information, http://www.ohio.edu/ financialaid/employment/emp_pace.cfm
Congratulations to the 2011-2012 PRSSA Executive Board: PRESIDENT
➢ Heather Farr VICE PRESIDENT ➢ Bethany Scott CEO of ImPRessions ➢ Nicole Bersani VP OF FINANCE ➢ John Marvar VP OF PUBLIC RELATIONS ➢ Amanda
VP OF EXTERNAL RELATIONS ➢ Lexi Sweet VP OF INTERNAL RELATIONS ➢ Sam Bartlett VP OF MEMBER RELATIONS ➢ Nina Bressau VP OF SOCIAL AFFAIRS ➢ Anna
Attention PR stars : pass it on!
Scripps senior looks back on PRSSA memories
That 70’s Show star Wilmer Valderrama ran into Grace Naugle, Shandi Huber, Molly Essell and Anne Cummings at the airport during the ‘09 Chicago Networking trip.
Here is the short, but meaningful list of advice I have for the young PR stars of Scripps. 1. Try to remember everything you learned in J133… even if you hated every minute of it. 2. Join organizations… and really get involved with them. 3. Don’t be afraid to network with professionals… it gets easier every time. 4. Apply for a PACE job to get some awesome experience during the school year… and get paid for it. 5. Make a bucket list… and complete it before you blink and it is graduation.
by Molly Essell
s the exciting, yet also dreadful, event that is graduation is upon us spring quarter seniors, I often find myself looking back on the last four years and remembering what I did and/ or did not do that has shaped me as the young woman I am today. Specifically, I made the decision to join PRSSA winter quarter of my sophomore year when I switched my sequence from magazine to public relations. It may have been a year and a half late that I joined, but looking back, it was one of the best decisions I made. Joining PRSSA allowed me to not only meet new friends in my sequence, but also network with
individuals in the PR sector that I otherwise would never have met. This networking advantage that PRSSA has, has helped me learn an incredible amount of public relations knowledge that unfortunately is not always taught in the classroom. Now being a member of the executive board, I feel a sense of leadership among a group of talented individuals, and continue to learn from my peers and professional advisors. I think I will always feel a strong sense of pride for the JSchool and its students. Because of this, I feel it necessary to try to pass on any helpful information I have to the lucky students and PRSSA members who have some time left in college.
PRSuccess Special Thanks
Editor-in-Chief Grace Naugle Adviser Dan Farkas President Kelsey Spellman Contributing Editors: Nicole Bersani, Rachel Csaszar, Heather Bartman, Alexis Sweet, PRSSA Executive Board Photography: Sienna Tomko, Grace Naugle, Shandi Huber
Thank you to all the wonderful speakers from this quarter! -Aaron Brown, Fahlgren Mortine -Troy Kirkpatrick, CommHa, LLC. -Tammy Monroe and Katy Gariby, Northlich -Zachary Bingham and Mary Garrick, SBC Advertising -Jeff Hirz, PR 20/20 -Steven Herron, Hyperdisk Marketing -Janelle Huelsman, Fahlgren Mortine -Courtney Cooper, Webbed Marketing -Courtney Walker, RMD Advertising -Alyssa Mehling, Moody Nolan
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