By Arunima Bhattacharjee
Last night’s party was a blast! You and your friends drank and today, you decided to share all of those pictures and videos on your social media: Facebook, Twitter, Instagram etc. Your friends will have a great laugh, people will see how crazy you were at the party and everything will remain a memory. Until one day when you apply for a job, and your recruiting employer decides to check your social media. When they see all your pictures from that night, they will either think you are a very social person or they might actually reject you based on what you did in the past.
Social media is a great place for employers to learn more about a potential candidate. About 93 percent of recruiters check the social media profiles of prospective candidates before they make a decision to hire them. And sometimes, what they find can be a major factor in hiring that person or not. A survey conducted by CareerBuilder with 2,200 hiring human resource managers found that 48 percent of hiring managers didn’t hire a candidate based on what they found on their social media.
Now I am quite positive that you don’t want to be that person who gets rejected from a job because of something you posted on social media. Therefore, here are some tips that can help you brand yourself on social media:
Identifying your brand
From the moment you went on cyberspace you formed your own brand. Google yourself, know what’s coming up when you search your name. The privacy settings on Facebook changes often, so be cautious of what is public and what isn’t. Therefore model a good positive behavior. If you want to impulsively post and share things, do it with positive intentions.
Your employer wants to know if you’re really the person you say you are, and social media is there to prove it to them. You don’t have to post things on Facebook or twitter to look more experienced or knowledgeable. You just have to be you (without the drunken pictures of course.)
What you write on social media matters
If you had a bad experience at a previous job, don’t write about it on social media. The hiring manager for your current job prospect will definitely not appreciate what you had to write about your previous employers, and that might put you at risk to getting the job. These 10 people lost their jobs because of something they posted on social media. You don’t want to be them before you even get the job.
Social media is filled with information about all of us. You don’t have to be fake to make yourself look appealing to the job recruiter. However, be conscious about what you post on your Facebook or Twitter. Just be yourself and don’t over exaggerate about your abilities or change your name to provide more security to your private life. Employers will like it if you do have social media because it proves you are up-to-date with the internet and obviously because you have a social life. So go out there into cyberspace and fix what needs fixing.
By Lily Gordon
Goodwill is where you go to piece together a Marty McFly costume for under $20. Or where Macklemore gets his Velour jumpsuit and house slippers. Or maybe even where your aunt goes to snag some great gag gift. But in all of these scenarios, Goodwill is a place. It is a brick and mortar business. People go to Goodwill.
Well, that’s about to change all in the name of Goodwill’s mission:
“To enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.”
That mission cannot be achieved without one simple thing, profits. More than 100 Goodwill stores have taken to the internet with the sole hope of boosting sales. The website, shopgoodwill.com, allows the retailer to sell items, typically higher priced merchandise such as jewelry, in an online auction similar to that of eBay. Going online has majorly payed off thus far. The Portland, Oregon Goodwill sites see more than a million dollars in online profits per month.
Goodwill’s move to an online shop demonstrates a clear understanding of millennials, one of the company’s top target markets. However, the non-profit has done a poor job of creating awareness about the online store. The Goodwill Industries Twitter actively promotes campaigns, interacts with customers and reiterates the company’s mission, but fails to mention shopgoodwill.com.
Whether or not shopgoodwill.com will ever become more successful than Goodwill brick and mortar stores is still up in the air. Clothes are a staple of the non-profit. When 20-somethings get excited about thrift shopping, scavenging clothing racks for great finds is typically what comes to mind. The fact is, however, clothing simply does not re-sell well online. That is something Goodwill’s public relations team will have to tackle if they intend to make shopgoodwill.com into the next generation’s idea of thrifting.
This is an exciting time for Goodwill’s PR teams across the United States and Canada. Despite the company’s blunders in the initial stages of its e-commerce appearance, it doesn’t mean it’s too late to shine. They haven’t done anything wrong— they just haven’t really done anything yet. It’s time for Goodwill to prove to millennials that thrift shopping is just as cool on a laptop as it is in a store.
By Lily Gordon
Protests are a quintessential part of democratic countries. Occupy Wall Street, the Civil Rights Movement, the Boston Tea Party— the good ol’ American protest has been proven to produce tangible change when addressing national policy or cultural issues. Perhaps the perfect Petri dish for protests and social activism is on a college campus. When a mass of people learning about the injustices of the world all live in one place, public demonstrations are bound to occur.
Dealing with protestors, or what strategic communicators so eloquently call “issues management,” isn’t exactly the highlight of most PR professionals’ week. I got the chance to sit down with Kyle Henley, the Vice President of Communications at the University of Oregon, and chat about the sometimes tricky topic of issue management on a college campus.
It seemed almost too fitting that on the way to Henley’s office I passed through a group of students from the UO Climate Justice League participating in a sit-in just a few feet from his door. Whereas in a large corporation the chief communications officer could stay in his or her corner office removed from demonstrators, a university is a small city. When neighbors are unhappy, they march right up to the offender’s front stoop.
Henley didn’t seem fazed by the guests in the atrium. He embodies his policy of keeping a level head when it comes to communicating. During our conversation, he mentioned countless morsels of PR wisdom, but a few core aspects stood out when it comes to approaching issues management. These are what I’m calling The Henley Keys to Communication Success.
Since the 1960s there have been loud student protests on American college campuses. “It’s not something we’re unaccustomed to dealing with,” says Henley. There are certain issues every university administration can anticipate— tuition, campus safety, feelings of inequality— and that makes it easier to develop proactive strategies. According to Henley the UO is a “well oiled machine” when it comes to controversy. Like any large corporation, the university’s communications team forecasts potential issues that could occur taking into consideration the student body’s demographics, upcoming changes, and other factors unique to the school.
“What’s the challenge? What are the answers and information you’ll need? And how will you communicate it?” Henley says these are the three questions to ask when addressing any communications problem. PR often faces criticism for being “all spin,” but when facing social activists, a brand must decipher the facts in order to develop a realistic path forward. Once the truth is evident to brand communicators, which may or may not align with activists’ demands, clear and consistent messaging can follow.
Henley admits he is the forty-five-year-old dad who really likes Facebook but doesn’t have the bandwidth to do the “other ones,” meaning Twitter, Snapchat, et cetera. He also acknowledges the major role social media plays in vocal student dissatisfaction. That’s why the university communications department has individuals who understand every in and out of these platforms tracking the conversation. Law enforcement even plays a role when it comes to monitoring the UO Yik Yak. The point is a person cannot become an expert on everything. A distinguishing characteristic of great PR professionals is that they can find the right experts and aren’t bothered by asking for assistance.
“Even if you have a job that you love, and I do, don’t let your job define you,” Henley said. “Find something you’re passionate about and invest in that.” Henley is a family man who enjoys cycling and cooking among other hobbies. Besides keeping a person sane, Henley notes the valuable perspective gained by having a fulfilling life outside of the office. PR is all about balance: what the brand wants compared to what consumers are demanding, having an online presence but also remaining personable, bringing creativity into the mix while keeping messaging accurate and clear. Balance is ultimately the key to professional communicating success be it personally, when dealing with a long-term branding project, or even when protestors come calling.
Guest Blog Post by Josh Wei, Founder of UltraPress, the fastest and cheapest place for custom apparel.
There’s a commonly perpetuated lie in the small business world. It goes like this: “You can’t be successful at PR, because it’s too expensive.” Unfortunately, many SBOs take this statement as fact and never even attempt to develop a PR strategy. As a result, they’re left scrambling to compete against bigger companies with deeper pockets.
While PR can get expensive, it doesn’t have to be out of your price range. For even just a few hundred dollars per year, you can invest in a full-fledged PR campaign that pushes your brand to the top. However, you have to be willing to ignore the noise and silence the myths.
PR Isn’t Optional
Contrary to what some say, PR is not optional. Regardless of the size of your business, the industry you operate in, and the budget you have at your disposal, you can’t ignore PR. As soon as you have a product created and a brand developed, you must begin working on relationship building.
According to business writer Jerome Cleary, there are four main reasons why PR matters for a small business. They are as follows:
Basically, you can’t afford to ignore PR. And while it may cost you time, resources, and money to develop and maintain a strategy, it doesn’t have to break the bank.
5 Free or Cheap PR Options and Solutions
So, how exactly can you do PR on a budget? Well, you need to arm yourself with the right tools and solutions. The good news is that many are free or cheap, including the following:
Out of all the online PR services available, HARO – or Help a Reporter Out – is by far the best. This service works by connecting reporters with a variety of potential sources for stories. It’s designed to be a two-way street that helps both journalists and brands.
The service gives journalists the ability to find relevant stories, while simultaneously allowing brands to secure valuable media coverage. If you take a look at the HARO website, you’ll notice that a number of media outlets use the service, including TIME, Mashable, The New York Times, Wall Street Journal, ABC, and more. You can learn more about how HARO works from the brand side by checking out their How it Works page. Subscriptions run from free all the way up to $149 per month for a premium account.
Do you sell physical products? Do you want to get the word out about your product? Tomoson may be the answer. This software manages and matches influencers with brands for valuable reviews and social proof. It allows you to give products away to bloggers and people in your target market with the hope of creating some buzz. You can then see who has received your products, talked about them on social media, and posted about them on their blogs.
There are currently more than 20,000 influencers on Tomoson, and the site is growing by the day. It’s a really great way to kick start organic growth and grassroots sharing. For a business account, you can start out with a free 30-day trial. After that, monthly accounts range from $99 to $499 per month.
Honestly, one of the best things you can do is start guest blogging. You don’t even have to write about your brand or products. Just start building relationships with different industry blogs and make sure a byline is included as part of the compensation. Also, don’t be surprised if it’s the only compensation.
As you start accumulating profiles, you’ll begin to gain some name recognition in the industry. Ultimately, this will lead to brand recognition. And once you’ve built enough equity, you may even be able to start writing about your business and products.
This is obviously a long-term approach, but it’s something every smart business owner should do. These blogging relationships are the modern day equivalent of knowing your local newspaper writers. They’ll help immensely in the long run. If you’re unsure of how to find guest blogging relationships, try Guestr. This website shows you which websites and blogs are looking for guest contributors.
Another very simple thing you can do is get in touch with media members via Twitter. You want to avoid being creepy or obnoxious, but sending an occasional direct message, retweeting posts, and responding to tweets is a great way to make an introduction. After all, you’re much more likely to have a pitch accepted if the person at least knows your name.
Part of being successful in PR is accurately tracking your progress and gaining insights into how your different efforts and campaigns are being perceived in the marketplace. Once your name gets out there and you have multiple things happening, it’s difficult to do this manually. This is where PR monitoring tools come into play.
There are a number of cheap or free options available. HubSpot has compiled a list of the top 18 tools for monitoring and managing media relations. There are some really good ones on this list. Look through them and see if you can find some that align with your brand.
If you’re just starting out with PR, you may not need these tools yet. They are designed for brands that already have campaigns in place. However, over time, you’ll find that they are invaluable. It’s better to start using them in advance than it is to learn about them on the fly.
PR Doesn’t Have to be Expensive
Your competitors want you to believe that PR is expensive. They want you to think that it’s something only Fortune 500 companies and large organizations with massive budgets can get involved with. And while you may not be able to afford a full-time publicist, there are plenty of things you can do to push your brand forward and find opportunities.
PR doesn’t have to be expensive if you use the right tools and understand how to stretch your budget. Keep these five options in mind and start to develop a cost-effective PR strategy that allows you to achieve success in 2016 and beyond.
By Arunima Bhattacharjee
While you’re a a pre-journalism student at the School of Journalism and Communication (SOJC), you might have asked yourself a few questions before deciding the perfect major for yourself. Some people believe that creativity is for advertising, writing skills for journalism and dealing with people is public relations. So, which skills do you identify with the most? Well, all three majors require extensive communication, creativity and writing skills. However, the second question that might cross your mind is which major will most likely land me with a job after graduation? Well then it’s time we explore this question because the career you choose will impact how much money you will make in the future.
According to “The Guardian,” the competition in the journalism field is “immense.” It takes some time to land with a good paying job as a journalist and you need to know your technology before heading into the job market. The journalism school here at the University of Oregon (UO) will teach you the necessary technological knowledge, but the rest is on you. You need to be up-to-date with all the available software for editing and creating multimedia. It’s also important to create a portfolio; this will show them what you’ve learned while in school. In addition, the average salary for a journalist is in between $24,000 to $71,000 annually.
If you are thinking that you will sit at a leather chair with a window view in Manhattan at an advertisement agency, like “Mad Men”, then think again. Peggy didn’t get her own office on her first day of work. She had an entry-level position and then got promoted to different levels because she was able to demonstrate unique skills and creative thinking. That’s what advertisement agencies want in new graduating undergrads. If you intern in an advertising firm while in college, it is more likely that same firm will be willing to hire you full-time after you graduate. According to the “Payscale Human Capital”, the salary at an advertising firm will be between $32,000 and $71,000 annually, this can also vary on which part of advertisement you are interested in going into.
Public relations, on the other hand are outpacing journalism. According to the “Pew Research Center” the salary gap between PR specialist and a news reporter is almost $20,000 annually. A new survey from the University of Georgia found that new graduates earn on average $35,000 a year when they get into the public relations career. The number of employed PR specialists is expected to jump from 258,100 in 2010 to 316,200 by 2020. This projection equates to a 23% rise in employment.
By Pablo Lopez
Connie Chandler, a public relations instructor in the School of Journalism, gives us her top-three reasons to build relationships with our instructors on campus.
Networking. Networking. Networking.
This word gets thrown around at us in college classrooms like our parents reminding us to eat our vegetables at the dinner table. But like our vegetables, why is it important?
More importantly, why should we network with instructors that we have to deal with for 10 weeks? Ten weeks should be more than enough time, right? Wrong.
Personally, I rather call it “building relationships.” It doesn’t sound as professional, but as students, I think we’re here to look at instructors as our friends and not as an associate that we’re competing with, dreading to ask them for help and cringing at the thought that they’ll embarrass you in front of the boss.
It’s true, we have a lot on our plate. It is almost impossible to meet with instructors when you’re trying to balance the workload of four or five classes while working a daily job that requires countless hours of physical labor.
Connie Chandler, a public relations instructor in the School of Journalism and Communication (SOJC) agrees. Chandler says, “Students are busy. And going to office hours, if you feel like you have a pretty good handle on what’s going on in the class, may seem like it’s too much to add to your schedule. But I think that the other part that students need to think about is that the instructors in the program that you’re in –in this case PR – really care about where you end up.”
These are Chandler’s three reasons to build a relationship with instructors.
1. Connection: We are here to learn from instructors.
It’s obvious that books cannot teach us everything. We can go to class twice a week, ace the course, and still be oblivious to what’s going on in the work place. Chandler says one of the best reasons to build a relationship with instructors is not only because they ‘have great deal of knowledge on the skills we are learning,’ but because they have ‘a fair amount of practical experience in the work place that you want to go into using those skills.’ They’re here to help; use them.
2. Good Practice: Instructors welcome “cold emails”
It’s an awkward, and sometimes intimidating introduction that you have no idea how to approach. As hard as it sounds, it’s not that bad. Instructors know that we have questions, and sure we might sound a little nervous, but don’t be hesitant and just do it.
Chandler explains that it’s as easy as sending an email. “Most instructors in, for example, the PR sequence, would be open to even just an email that says: ‘I’m a student in the public relations program and I know you are an instructor in the program with a special interest in leadership – for example like Dave Remund has – and I’d like to sit and talk with you. Can we do that sometime?’”
If you have a relationship with an instructor already, she recommends you simply ask to be introduced either virtually or in person with another instructor in the department that they think would be a good person for you to sit and talk with.
3. Access to Opportunities: Guidance into the right path
If you’re reading this, you’re most likely in the same boat as I am. We need a well-trained sailor to help us get to the destination we’re trying to reach. Which is exactly where the instructors come in to play. Chandler shares, “part of helping you get to that place is certainly the skills that you’re learning in the classrooms, but it’s also in getting to understand what you’re specifically interested in as an individual and helping in anyway that we can to guide you toward the path that you really want to take.” An exceptional staff surrounds us in the SOJC, and ultimately, they are here to help.
By Kate Klosno
By now, we’ve all been given a lesson on what is and is not appropriate to wear to work. For as long as I can remember, all the talks are pretty much the same: boys should have their shirts tucked in to nice pants and girls should look presentable and modest with appropriate hair and makeup. So why has the conversation of business attire for women been such a hot topic lately?
Some professionals believe that it is inappropriate for a woman to wear a dress for any business professional setting. I had never heard of this until recently, and it sparked my curiosity. So, I asked people from my generation and generations before what they thought business attire for women meant to them. I thought there might be a possibility that because just a few decades ago, people dressed much more modest than now, that maybe that influenced what people believe to be appropriate in the modern workplace.
From the opinions that I heard, it seems that most people are still going by the same guidelines that we learned back in high school. What are your thoughts on business attire? Do you agree with the opinions above, or do you think it’s inappropriate for a woman to wear a dress to work?
By Lily Gordon
The road to thriving company and consumer relationships with a reputable public image can often be bumpy. Largely in part to its relatively new, and disputed, business model, ride-sharing app, Uber has been a star on the Turbulent Public Relations Speedway. While in the driver’s seat, the Uber PR team has navigated controversies ranging from sexual assault charges to sabotaging competitors like rival ride-sharing app, Lyft and traditional taxi services. Uber is available in over 50 countries and 300 cities worldwide and recently has been made unavailable in Eugene, Ore.
Eugene has had a large number of individuals make public appeals in favor of Uber, but other cities have experienced the opposite, like the January 2015 Portland protest pictured above, calling for the ride-sharing app to adhere to city transit laws. (Photo by Aaron Parecki, CC BY 2.0)
History of Eugene Uber
University of Oregon students as well as community members enjoyed the convenience of Uber from summer 2014 until the ride-sharing app had to halt Eugene operations in April 2015. The Eugene City Council met with Uber representatives to negotiate terms under which the company could legally operate in the city. The council eventually released a proposal outlining the requirements Uber would need to meet before continuing to service the Eugene area. It has been 1o months since operations halted, and Uber has yet to make any public moves toward adopting new policies in order to relaunch legally in Eugene.
PR Victory Laps
Über in German means “above” or “over,” and Uber definitely went above and beyond in several aspects of its Eugene Uber campaign, specifically in encouraging civic participation and releasing strategic statements.
Whether the petition to “Support Uber Eugene!” would have been as successful as it has been is questionable had Uber itself not initiated and promoted it. Even earlier this week on the University of Oregon campus, individuals were imploring passersby to sign the petition. Public protests and petitions have in the past been used against the app, but in the instance of Eugene Uber, the power of the people is undeniably being channeled in Uber’s favor. The company seems to have learned from past fallouts and was proactive enough to give a voice to the “correct” side in the debate.
The fact Uber already had a positive reputation in the Eugene community and strong relationships made the “Support Uber Eugene!” campaign more feasible. During the company’s seven-month stint in the area, it partnered with University of Oregon Greek life by supporting fundraisers for the Oregon Make A Wish Foundation.
The app’s victory lap in the campaign to relaunch in Eugene has been fueled by, as simple as it sounds, tactful statements. In other legal controversies Uber has cited itself as a “technology company” rather than a “ride-sharing business.” Uber claims it is solely responsible for the app-based aspects of the service, but many city governments have rejected this argument.
PR Fender Benders
Despite the successes of Uber’s PR in Eugene, there have been a few missteps during the campaign to relaunch Eugene operations. Uber has appealed to the city council via petitions and letter to no avail. At this point, it seems the company’s resources would be better used by simply abiding by the regulations put forth.
Unfortunately for those in the Eugene area hoping to get an Uber ride home after graduation parties in June, the prospects look fairly bleak. While the company has gone above and beyond by encouraging civic participation, building a positive local reputation, and releasing strong statements, the Eugene City Council is unbudging. Sometimes even the best PR cannot combat legal requirements. But until Uber crosses that finish line into Track Town, it will be interesting to keep an eye on the company’s progress on the PR Speedway.
Even a junior in college, I still struggle with the difference between business casual and business professional attire. As if an interview is already stressful enough, deciding how to dress just adds to the anxiety. Instead of reviewing the values of your potential hiring company and practicing various interview techniques, you seem to spend an awfully long time choosing what to wear. So with a new job or internship in your future, or even as you being attending career fairs and various PRSSA networking events, it’s important to know what is appropriate to wear and when. Hopefully, you already have some basic business-appropriate garments in your closet, ready to use. But if you don’t, it’s time to start building you “work wardrobe.” Here’s your guide to office-ready essentials for any situation.
This is not casual in the way you may hope. This means jeans and sneakers do not apply. It is important to maintain a professional presence, even if you’re not in a suit and tie or a dress and heels. Remember, you are a direct representation of your organization, so you want to make an effort, no matter what day of the week.
Business professional style expectations may vary across industries but there are basics to a professional look. Professional attire always means:
Business causal can mean different things to different employers. And unfortunately, there is no strict definition of the phrase. Until you are sure about its definition, dress professionally. One of my mentors once told me that it is better to be over dressed than under dressed. Take this into consideration when dressing for an interview or for your first day on the job. Make sure to ask yourself, “What do i want my first impression to be?”
Sophie Lair is a junior at the University of Oregon, majoring in public relations and minoring in French. She is obsessed with her little white five-pound puppy and never misses an episode of “Keeping Up With the Kardashians.” She hopes to pursue a career in the fashion industry.
Recently, I took an interview with a PR agency for a post-graduation job oppurtunity. One HR director and four employees in 60 minutes; I was nervous.
Before the interview, I sent the HR director my resume, and the four employees had the oppurtunity to review it and Google me online. After about 10 minutes with the HR director, it was time to meet this first two employees; both account directors for different clients. After initial “hello’s” and “how are you doing?,” the first thing one of the account directors said was, “I really enjoyed reviewing your resume and your website. It was nice to have something other than a resume to see what you’re all about.”
I was automatically thankful that over the past six months I had kept my online portfolio and blog up-to-date.
There are many times we hear from professors, current students, and graduated students from the School of Journalism and Communication mention that having an online presence is huge. Having a website that houses your work puts you ahead of the game, and connecting it your blog is a major plus. Often we find this to be time consuming, especially with all the work we’re constantly doing for our classes, keeping a website up-to-date is difficult.
I get it. Designing the site, reviewing your work before you upload it, and putting just the basics up seems like a weekends worth of time that could be used doing other things that have hard deadlines.
If I told you that one of the reasons I moved forward in my interview process was because of the work presented on my website, would that change your mind about it? I bet it will make you consider it.
I was on the fence about creating my own site for a year, until I heard a similar story from three of my friends who graduated last year. They’re now working for two national PR agencies; the top-dogs of PR agencies.
I’m not saying having a website is going to get you a job. An online portfolio and blog will give an employer more of an insight to see your skillset that may not be all on your resume.
Here are three tips to help you get started with your online portfolio and blog:
1. Utilize the blog writing assignments in your early journalism classes.
Yes, I’m talking about that WordPress blog you had to create in J452, or the guest-student blogs you had to write in a topics class. These are writing samples. Take them seriously, but also take advantage of the opportunity. If you’re anything like me, you’re not a blog writer. Maybe because you don’t like writing blogs or maybe you don’t feel as though you have the time. That’s OK. Classes that freely give you the chance to write a post that will be publishes online is something you should be excited about, not dead.
2. Look at current or graduated students’ websites and blogs for inspiration.
Chances are, many of the assignments you are currently doing has been given to students before you. Not everyone presents themselves the same way. Find inspiration from either online portfolios or blogs on WordPress and Squarespace. Once you can imagine how your website will look, it’s a lot easier to actually see yourself owning one.
3. Grab a few friends to help create the site.
If you don’t have a website because you feel as though you aren’t “creative enough” or you “don’t have design skills,” open your eyes to the peers you’re surrounded by. Many of your friends in the journalism school are talented folks. If you’re struggling with creating the basics of website, and I mean just creating a Wordpress account and becoming familiar with the interface, grab a friend to help show you the ropes. Don’t know how to code or you’re confused on how to get an image on the site? Chances are someone in your class has done it before. Looking for a design guru? Ask an advertising major for some recommendations.
Think of your website being on extension of your personal brand. Your resume can’t tell your entire story. Your online website can.
Abigaelle Mulligan is currently a senior at the University of Oregon, majoring in public relations and minoring in business administration. Upon graduation, she is joining the Grow Marketing Team in San Francisco. She enjoys learning about upcoming digital and experiential marketing and how it affects the public relations and advertising realm.