Tag Archives: platform online magazine

Chill out, super woman

by Emily Diab

The frenzy of Operation: Crackdown has begun for many college seniors, and for some of them it’s too little too late. But for others, the intense feeling of utter stress from the commitment they’ve applied for years will soon pay off. They will walk across the graduation stage and gleam with pride, finally getting a chance to breathe. But contrary to the “end of the road” analogy, that’s not where the crackdown ends.

Some people like to think that the celebratory stroll to receive the coveted diploma is the end of a long road and the beginning of breathing easy. Those people are wrong.

The hardworking PR students who land a career post-grad are smart enough not to let their work ethic die, in fear of losing their money source and sense of being. This tenacity is a familiar token in the successful women of PR, but can be detrimental if it isn’t resisted.

A recent Forbes article by Larissa Faw addressed the “burnout” condition that many young professionals, specifically women, are experiencing.

“One reason that women are burning out early in their careers is that they have simply reached their breaking point after spending their childhoods developing well-rounded resumes,” Faw said.

We have been coached for years on how to develop professionally, network with connections and ultimately land the careers of our dreams. Many of us haven’t had a second to breathe, in fear of losing out on a rare opportunity for success. We are in a competitive environment, and have been made well aware of the risks we take by not striving to be the best.

Do you smell something burning?

As you read this, you might be nodding your head in agreement. Those of you who agree have probably been blessed with the firm force of strict professors and the personality of a success-driven maniac. Most of us have been PR practitioners since preschool, and we will thrive as adults in the world we were born for.

But the reality is, Super Woman does not exist. The superhero powers we expect from ourselves are not the reality, and the burnout theory proves it.

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Will SOPA curtail creativity?

by Megan Reichenbach

The Stop Online Piracy Act (also known as the Protect IP Act in the Senate) is a new initiative copyright owners are taking to “isolate and shut down websites or online services found with infringing content.”

Should we be worried?

SOPA’s primary goals seem to be legitimate, giving those artists the money they deserve for work that is being displayed online by others. The problem is that this bill has been reworked and now includes a requirement for pre-screening all user-contributed content.

In essence, we are looking at a future of broad Internet censorship . . . aka, changing the entire nature of what the Internet has become. Some even believe this act to be the “Great Firewall of America.”

The beginning

In late October 2011, the House of Representatives introduced a bill that would extend our federal government’s ability to stop foreign sites from using pirated content developed by U.S. businesses. This includes websites that steal music, videos and software from U.S. corporations.

As I noted, the initial purpose of the bill seemed reasonable. Many people illegally download music, films and television series rather than paying the 99 cents to download from iTunes. In reality, such stinginess is leaving those music producers and filmmakers with empty pockets.

It’s estimated that Hollywood studios and record labels are losing up to a $135 billion a year from piracy alone.

But, eradicating domain names all together may “disrupt the way the Internet is designed to work today and put too much of a burden on search engines and Internet service providers in blocking suspected sites.”

The SOPA buzz

It’s no secret that SOPA has been the ongoing gossip in the cyber world. The bill suggests that those individuals and companies that publish about or link to others’ works may be accused of piracy.

This would include all of us who retweet, post or even write about another person’s publication. According to an infographic on Mashable.com, “sites you visit may be blocked, email providers may be forced to censor certain links you send or receive” and “the links and content you share on social networks will be carefully monitored and possibly censored.”

I just have one question . . . where are my privacy rights?

A threat to our future?

SOPA also threatens the future of job searching and innovation through online techniques. Sites such as LinkedIn, Twitter and Facebook have recently been job searchers’ platforms for getting their names into the industry market.

Unlike traditional resume builders, LinkedIn, a professional social media site, allows individuals to offer links to personal sites such as Twitter and Facebook accounts, upload professional résumés and add photos to your profile.

Are we all going to have to resort back to the simple résumés built on Microsoft Word? This limit on creativity could be the catalyst for never getting that dream job.

Those of us searching for a job in this ever-so-difficult market need to have the ability to put our names out there in ways that show off our individuality. The sites Facebook, Twitter and LinkedIn have given us that opportunity.

In retaliation to the serious risk the bill is imposing, AOL, eBay, Facebook, Google, LinkedIn, Mozilla, Twitter, Yahoo and Zynga sent a letter to the U.S. Congress voicing their concerns.

These companies respect the goal of enforcing additional tactics to combat illegitimate copyright and counterfeit sites. But, they urge the legislators to “preserv[e] the innovation and dynamism that [have] made the Internet such an important driver of economic growth and job creation.”

Instead of tweeting about Kourtney Kardashian’s recent pregnancy announcement or who will play in the national college football championship, maybe we should all be concerned with the direction the Internet is going. Are all of our posts, tweets and blog postings going to be accused of counterfeit?

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Beyond the headline

by Alex Reichenbach

There is one writing tool that all PR practitioners know like the back of their hand — the press release.

This basic “who, what, when, where, why and how” document has always been a major component of the public relations industry. But many of us fail to realize there is a science behind this straightforward, informational piece.

Dan Zarella, social media scientist at Hubspot, shared secrets in a Webinar that go beyond the simple writing components and into the actual data behind the effectiveness of press releases.

We all know press releases are distributed to a variety of media outlets. But how can we really determine whether or not viewers are reading the press release? Hubspot has partnered with PRNewswire and gained valuable information that has made a great impact on the effectiveness of press releases.

Zarella believes looking at the total views will reveal statistics of the release that will help publishers reach a higher number of viewers.

According to Zarella, the total views represents the total amount of times someone has looked at a release, whether it was through RSS feeds, e-mails, search engines or other outlets. An important aspect of the total views is the fact that it calculates the number of times someone reads the actual release, NOT just the headline.

Now let’s look at a variety of ways you can publish a release to reach the highest number of viewers.

What day should you publish?

Every day of the week has a different number of total views. Surprisingly, the most effective day to publish a press release is either Saturday or Sunday. This seems shocking to me, being that Saturdays and Sundays are considered days of leisure for many. But Zarella has a very interesting reasoning behind this.

“If everyone at a party was screaming and shouting, you would have to yell just to be heard,” Zarella said. “But if you say something awkward, you will be heard.”

In other words, it’s not the norm to publish a press release on the weekends, while it is extremely popular in the middle of the week. If you choose to publish on these seemingly awkward days, you will most likely be noticed.

What time should you publish?

The time of day you choose to publish a release may be the most important factor when calculating the total views. For those of you who stay up late, you’ll be happy to know press releases published between 12 and 1 a.m. are correlated with a higher number of total views. If you think about it, when publishers arrive to work early in the morning, they are most likely going to see your release before anyone else’s.

Zarella mentioned a benefit of publishing at these hours that had never crossed my mind. If your press release is intended for viewers across the world, these hours are very accommodating to time zones outside of the U.S. Your press release will capture a global audience.

How many characters in a headline?

What’s so important about the number of letters in a headline? Believe it or not, the headline is the most important aspect of the press release. If it doesn’t appeal to the reader, there is no reason for them to read what you have to say.

According to Zarella, the secret behind an effective headline is to stay between 120 and 140 characters. This is especially important when promoting a release through social media outlets. Social media users would understand how posts more than 140 characters are boring and most likely overlooked.

To be effective with your headlines, stick to the basics and know how to appeal to your readers.

Are pictures really worth it?

Publishing a release with photos is correlated with much higher total views. This shouldn’t surprise any of us. If we are browsing the Internet, we are prone to click on a picture to read more, rather than a bunch of words.

Publishers who include a picture with their release are setting themselves apart from other publishers and will be more successful in reaching their target audiences.

The successful press release

Press releases are writing tools that are used on a day-to-day basis. In the public relations world, publishing your press release can be extremely competitive. By following these Hubspot secrets, you can be certain your release will not only be published, but also read by your viewers.

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A fishy venture

by Maria Sanders, editor

For baseball fans, especially those in Florida, 11/11/11 wasn’t just a crazy day where all the digits in the date were the same. It was the day the Florida Marlins became the Miami Marlins.

Since the team’s beginnings in 1993, the Marlins have never become a National League powerhouse. And despite winning two World Series titles, the Marlins have never gained strong attendance numbers either. The organization had the third lowest attendance numbers in the MLB for the 2011 season, with an average of 19,000 fans per game, according to an espn.com article.

Rumors existed for some time concerning relocating the team. On that magic day in November, those rumors proved to be true, well at least a little bit.

The Marlins, while remaining in Miami, are relocating to a new stadium in the Little Havana neighborhood, with a new name and image.

“Mr. Jeffrey Loria, Owner of the Miami Marlins, along with Marlin players, invited dignitaries, and international Latin Hip Hop star Pitbull, addressed the crowd from a 1,600 square foot stage engineered and built out over the third base dugout and extended over the newly installed infield box seats,” according to a Media Stage news release published on prnewswire.com.

The rebrand announcement signals a new era of Marlins baseball.

Getting the look
Gray and teal have been the signature Marlins’ colors from the beginning. But with the rebrand, the team’s new logo showcases a slew of Miami-esque colors.

“We are the red-orange of the breathtaking Miami sunsets and the citrus industry; the blue of the sky and the sea; and the yellow of the beautiful Miami sunshine,” Jeff Loria, Marlins owner said.

The bright colors of the new logo represent the audience the team is trying to attract.

A research poll by the Sun Sentinel, a South Florida newspaper, found 59 percent of respondents disliked the new uniform. But feedback overall has been positive.

“The logo is really intense. The colors are pretty cool,” said David Arteaga, of Miami. “It’s South Beach colors. It does actually represent us pretty well.”

To view the old and new logo click here.

A true investment
A team known for being cheap is showing they are moving toward being anything but.

Websites like Bleacher Report, Yahoo Sports and MLB Trade Rumors have reported the Marlins are offering the 31-year-old Albert Pujols somewhere in the ballpark of $225 million for nine years of play.

Pujols is one of the hottest free agents this offseason. He was the first baseman for 2011 World Series champs, the St. Louis Cardinals. He’s also the new Mr. October after becoming the only player in MLB history to hit three home runs in one World Series game.

In the same game he also went 5-5 with six RBIs and 14 bases. But who’s counting, right?

Pujols won’t be a cheap commodity, and the Marlins are a front-runner in the quest to sign him.

According to James Bondman’s Bleacher Report article, if Pujols accepts the offer, it will make him the highest-paid Marlins player. Pujols’ deal will exceed Marlins’ current highest-paid player, shortstop Hanley Ramirez, by $155 million. It will also make him the highest-paid player in all of major league baseball, taking the title away from Yankees third basemen Alex Rodriguez.
They’ve given up promising prospects to pay millions to one of the most colorful managers in the league — Ozzie Guillen.

But why would they trade a handful of talented guys for just one manager? Dan Le Batard gave his two cents in his article, “Miami Marlins’ expensive experiment: Will MLB work here?”

“Because it gives them a famous Latin face . . .,” Batard said. “And it gives them the kind of buzz and momentum and credibility they are looking to build, piece by piece.”

There’s a line in the movie “Moneyball” that seems to fit this scenario well.

In the movie, the character Billy Bean, played by Brad Pitt, said, “If we try to play like the Yankees in here, we will lose to the Yankees out there.”

Pitt’s character was referring to the Oakland A’s attempt to spend as much on players as the Yankees so famously do.

The Marlins are taking a huge gamble here, especially financially, and only time will tell if a team really can try to spend like the Yankees and win.

Effects
Some may think, as it is often touted in these types of scenarios, that a brand new stadium with a reinvented Marlins team would enrich the Miami economy.

However, according to Tom Griffin’s article “Only a Game: Economic Impact of Pro Sports,” professional sports only make up one-tenth of a percent of the city’s economy for which they are located.

One-tenth of a percent is so marginal, it’s hard to imagine Marlins owners and executives would be using an economic angle to sell the new and improved Marlins organization.

The effect may be greater on the intangibles of the community. And it appears this is the effect the Marlins are in fact looking for.

A new direction
Lou Gehrig once said, “There is no room in baseball for discrimination. It is our national pastime and a game for all.”

For 18 years, the Marlins have been located in Miami, a city with a significant Hispanic population. And for those 18 years, the Marlins have failed to engage that Hispanic audience directly.

This rebrand represents not only a new logo or new stadium, but also a redirection of communication on the Marlins’ part.

Instead of trying to be Florida’s team, the Marlins want to be Miami’s team.

“It is not a coincidence that, in introducing their new uniforms, their new look, the new Miami Marlins did so with Emilio Estefan and Pitbull, old Miami and new Miami merging to be very, very Miami,” Batard said.

Everything about this new Marlins team is aimed at gaining the support of the Hispanic market in Miami — the manager, Ozzie Guillen; the free agents being pursued, Pujols and Jose Reyes; the city-specific team name. It all screams, “We want you, Miami!”

Taking the risk
The game of baseball is full of risks.

Attempting the hit and run, having your fielder play in or trying to stretch a double into a triple all have their own potential dangers.

However, if it works — if both players get on base, the bunt is fielded or the extra base is reached — the juice was worth the squeeze.

The Marlins are taking such a gamble. But just like in the game, a risk can be worth it in the end.

Will the fishy venture work out?

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Putting the “relations” in public relations job searching

by Hope Peterson

I can think of few things more nerve-racking than entering the real world. It’s frightening to think of a place without the cushion of our parents’ security blanket, familiar faces and the excuse, “I’m only young once.”

However, entering that place should be a little less intimidating for PR students like us. The scary black hole of the real world should seem a little less unsettling.

Now, it’s a given that grades are important, but the key to obtaining the interview and holding the job is delivering greatness in person. You can’t get that from a transcript.

PR teaches communication, which places its students ahead of their competition. Through effective communication practices, PR students are familiar with the “how-to’s” of networking and interviewing.

First, the more people you know, the easier it is to do your job as a PR professional. Logically, networking before and after obtaining an interview is crucial.

This is not to say that “sucking up” is beneficial, because often that can lead to more name calling than job offers. But rather, it’s the art of knowing how to establish connections that will get you the phone call for an interview.

An article on the PRSSA website defines networking as “a supportive system of sharing information and services among individuals and groups having a common interest.”

There are two types of networking: “social and real world.”

PR professional Derek Devries said on his blog that is it important to create social media pages such as LinkedIn, Facebook and Twitter to establish your online identity the way you wish to be perceived. Devries said, “In your spare time you need to be blogging, tweeting, posting, liking, creating, and sharing content with the goal of creating a big footprint for people to find when they’re searching the web.”

As Devries put it, “just do something” to force yourself to be seen by others.

Next, real world networking includes most social interactions dealt with in every day life. Everyone you meet is important; every party you attend, after-class talk with your teacher, dinner with your friends’ parents or lunch with your sorority adviser could lead to something more.

Devries advised in his blog to “take these opportunities: they can be the difference between starting a new career OR moving back home with mom & dad when you graduate.”

But it takes a little more than a smile and a “how are you?” to establish a connection. You need to separate yourself from the crowd. Devries said that PR students are ahead because they never enter “blindly.” He said to always be prepared for social situations with a professional and online presence, business cards, notes and information for small talk.

After ensuring plenty of successful connections, the interview is next.

It should go without saying that PR students should be able to communicate and carry on conversations; putting the relations in public relations comes with the degree, right?

An article on PR Daily advises students who are interviewing to do their homework about the company, practice common manners, maintain appropriate work-related conversation and follow up without stalking.

Basically the tips can be summed up through one over-arching statement — learn how to connect with people to establish a relationship.

Graduating with a PR degree might just make that jump into that real work a little less scary. PR doesn’t just tell us to make an impression, but teaches us how. Effective communication is key.

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Honesty in PR: #admitwhenYoumakemistakes

by Sarah Shea, editor

Nearly every conversation about public relations ethics comes back to one crucial idea. For insider trading scandals—honesty is crucial. For crisis communications—honesty is crucial. And for reputation management? Honesty.

The Penn State scandal came with several opportunities for honesty in communication. While the university itself arguably took a little too long to disseminate information, the entire crisis presented opportunities for PR.

In situations like this, social media often rears its head. Reactions to Joe Paterno’s dismissal went viral. Avid tweeters quickly tweeted their responses when the news broke.

For the average user, hastily typed tweets are inconsequential and soon forgotten. But for celebrities, a single thoughtless tweet can spur harsh commentary from the cyber world.

Just minutes after Paterno’s firing was announced on Nov. 9, Ashton Kutcher (@aplusk), tweeted, “How do you fire Jo Pa? #insult #noclass as a hawkeye fan I find it in poor taste.”

Clearly, Kutcher hadn’t gotten the full story explaining why Paterno was fired. The tweet, which has since been deleted, immediately erupted when it showed up on the timelines of more than 8.2 million of Kutcher’s followers.

His Twitter handle, aplusk, was completely managed by the actor himself at the time. I was astounded by Kutcher’s response to his follwers’ outrage. He was bombarded by a multitude of hateful replies, including:

“Who is more ignorant? @Aplusk, or the EIGHT MILLION idiots who follow him?”

aplusk=IDIOT!”
“@aplusk with 8 million followers, you MAY want to reserve your opinions until you know the whole story.”
“@aplusk superrrrFAIL.”

And how did Kutcher respond? He replied, tweeted and retweeted nearly immediately. He did the honest thing — admitted fault. Even for the harshest of tweets, Kutcher replied “agreed” and “had no idea.”

He followed up and fully exposed his blunder, tweeting, “Heard Joe was fired, fully recant previous tweet! Didn’t have full story. #admitwhenYoumakemistakes.”

Even his brutal honesty couldn’t undo the crisis. So Kutcher moved forward. In a Nov. 10 blog post, he wrote a detailed account of his side of the story.

The actor said, “I quickly retracted and deleted my previous post; however, that didn’t seem enough to satisfy people’s outrage at my misinformed post. I am truly sorry. And moreover [I] am going to take action to ensure that it doesn’t happen again.”

Through this post, Kutcher formally announced that his production company, Katalyst Media, would now manage his account.

Though Kutcher’s response has been widely criticized, I’d argue for him — and not just because he’s my middle school heartthrob.

I’d say most humans can relate to the pain of speaking before they think. Whether it comes out in a brash remark, a misinformed opinion or a tweet at large, most of us have experienced some sort of regret over a few cursory words.

For me, Kutcher’s Twitter blunder seems honest. It seems human.

Furthermore, the ability to admit mistakes gives even one of the most followed faces of Twitter a friendly touch.

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The road back to Happy Valley

by Meghan Rodriguez

On Saturday, November 12, the Penn State Nittany Lions faced the Nebraska Cornhuskers as millions across the nation watched on ESPN. This wasn’t just another football game. It was Senior Day and the first in-conference game against Nebraska since it joined the Big 10 Conference this season.

Most noticeably, it was also the first game since 1946 that head coach Joe Paterno wasn’t present on the sidelines or in the coach’s box. Three days prior to the game, Paterno was fired by the Penn State Board of Trustees. Paterno failed to report his former defensive coordinator Jerry Sandusky to police after allegations had been made that he had molested several young boys over the course of 15 years.

What happened not only rocked State College, Penn., but the nation. Paterno was known in the college football world for running a clean football program built on hard work. Penn State has one of the highest graduation rates among its players. And unlike several other big name programs in recent years, Penn State manages to operate within the rules set by the NCAA.

As news of Paterno’s firing quickly made its way across campus, student protests turned into violent riots. Images of destroyed property joined by chants of “Hell no we want Joe,” were broadcast by major news stations across the country.

I sat and watched with disbelief thinking to myself: “Do these kids even know what they’re protesting? Do they realize why Paterno was fired?” Although only a fraction of Penn State’s 45,000 students were involved in these riots, the images were still disturbing and did not send a good message to those watching.

ESPN began its broadcast of Saturday’s game 15 minutes early to show the seniors being introduced one by one on the field and a moment of silence for victims of sexual abuse. However, the most powerful moment of the broadcast was when the teams met midfield and knelt in prayer, led by a Nebraska assistant coach. The moment was unexpected and gave me chills.

During the week, I heard numerous television reporters repeat the line, “Penn State is bigger than Joe Paterno. It is bigger than football,” but in that moment, it was football that played a major part in the healing process.

The image Penn State projected on Saturday was a stark contrast from what it displayed Wednesday night. After a week of being the focus of media attention, those tied to the Penn State family and those directly affected by the scandal used Saturday as a form of therapy.

Students distributed blue ribbons outside the stadium and fans were asked to wear blue in honor of sexual abuse victims. As the cameras closely focused in on individual players, fans, cheerleaders and other attendees, it was clear that many of them were fighting back tears. It had been an emotionally draining week for all those with ties to the university.

Penn State prides itself on the motto, “We are Penn State.” In September, I had the opportunity to attend a Penn State football game and was impressed with the class and school pride that the students exhibited. Despite the team’s loss, Beaver Stadium still erupted in cheers and chants, especially when Paterno was shown on the JumboTron.

To many, Joe Paterno WAS Penn State. To those he coached, he was a teacher and a father figure. To the students, he was a legend and the face of not only the football program, but also the entire university.

In order for Penn State to take the steps toward rebuilding its image and football program, it had to start with a clean slate and remove everyone who had knowledge of the scandal. This had to begin at the top with the president and eventually make its way to members of the coaching staff.

It’s going to take time for Penn State to get used to the fact that Joe Paterno is no longer its coach. He was a great football coach, but his morality and ethics will forever be questioned because of what he didn’t do when he had the chance.

Penn State’s image may be tarnished at the moment, but it has taken the first step toward recovery and healing. Other universities have faced crises and major trauma and bounced back, and Penn State will do the same.

It is a great university that is defined by its rich tradition, student body, alumni and community and in time will return back to the nickname it has been given, Happy Valley.

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