By Sierra Goodman
Public relations agencies are like snowflakes; no two are the same. Some specialize in business-to-business and some in business-to-consumer. Others combine PR strategy with advertising and digital. Boutique agencies may have a team of 10 while a large agency may have hundreds of team members.
During Fall term, members of the University of Oregon’s PRSSA chapter explored four agencies in Portland including LANE, Gallatin, Gard, and Edelman. Each agency offered something different as far as future employment. In case you couldn’t make it, here is a summary of the agencies we visited:
Lane PR is headquartered in Portland with locations in New York City and Seattle. In 2011, the agency was acquired by Finn Partners, a global marketing communications firm. At the Portland location, they represent companies in the local food and beverage and financial sectors including 10 Barrel Brewing Co. and Umpqua Bank. Their focus is on B2B and B2C relations for business and sales success through platforms such as investor relations and social media marketing. Wendy Lane Stevens, president and founder, commonly asks interviewees to walk her through their resume, explaining their academic and work choices from senior year in high school to present day. Knowing your own story and having a business mindset will serve you well at Lane.
If you are interested in public affairs, Gallatin is the place for you. They specialize in business, government, politics and media. A job at Gallatin involves plenty of community outreach and communication to help clients initiate change. Some specific campaigns involved crisis communication after a NW Portland building explosion in 2016 and event planning for a gathering of Portland’s female restaurant owners. At Gallatin, President Dan Lavey, says that he is looking for personality and independence when hiring interns. The agency regularly hires interns each year so make sure to look out for future opportunities and set up an informational interview.
Gard Communications is an advertising and public relations firm well-versed in crisis communications. They have local, national and global clients that they work with closely to ensure a strategic plan that works best for them. Advancement of brand reputation and defensive tactics give the agency an edge in times of serious crisis and marketing management. This agency is ideal for people who work well under pressure and in a fast-paced environment.
Edelman is the largest public relations agency in the world and ranges in a variety of sectors such as technology, brand, corporate, public affairs and just about everything in between. Their Portland location is small with 50 employees compared to other locations like their New York office with 500 employees. With locations all over the world, they give employers an opportunity to work abroad to experience different cultures. Edelman is proud to say they are a leader of earned media. Although employees are encouraged to diversify themselves in different fields and projects they tend to hire off of people’s niches such as healthcare, technology and digital. As we heard on all four tours, Edelman was no exception saying that excellent writing skills are imperative to have in the PR industry.
PRSSA’s Development Tours offer a unique experience to students by providing a window into specific agencies and PR sectors. They are especially helpful in narrowing down your job search down the road by helping students learn more about what their life might look like in a job outside of UO.
Applications for the Winter term Professional Development Tour to Seattle go live Monday, Jan. 8. Visit prssa.uoregon.edu/tours to learn more and apply.
By Kate Templeton
As a junior in college, I am very focused on learning how to prepare myself for a future career as a public relations professional. I imagine many of you are also pondering and planning what steps you should be taking while you are still a student to best set yourself up for success after graduation. Fortunately, as journalism and communication students, we have access to many outstanding resources for guidance. For this week’s blog, I decided to ask an expert. I reached out to the SOJC Dean, Juan-Carlos Molleda, to hear his perspective and recommendations on what to do to be a successful public relations student. He provided me with some incredible insight and advice. Below are some highlights of our discussion.
How can students make the most out of their time as a UO PR student?
Dean Molleda explained that actively participating in classes is extremely important. Students who ask questions, engage in class discussions and interact with faculty are able to gain more than those who just show up to lectures. He also went on to explain that getting involved in extracurricular activities outside of a student’s major is essential, too. He feels that in our ever-changing world, it is important to be knowledgeable about global issues and to be up-to-date on current events in the news. Dean Molleda suggests getting involved in a variety of activities on and around campus to become a more informed citizen.
What are some things PR students can do to set them up for success while in college?
While students are still in school, Dean Molleda recommends actively networking. He explained that networking is a necessity when trying to maintain relationships and establish solid connections. He also emphasizes that one should not be solely focused on getting multiple internships while in college, but the importance of doing high-quality work and having successes while at these internships. This will help students create real world networks that will help them post-graduation. Dean Molleda also suggested utilizing the many resources that Allen Hall offers. For example, guest speakers that come and speak to student groups are a great way to learn about a field of interest, and a way to network with a professional who is actually in that field.
What are must haves when looking at resumes of PR students?
A student’s resume can completely make or break them when applying for jobs. Dean Molleda stresses the importance of having a clean and clear resume, with absolutely no typos. He also reiterates the importance of having unique experiences on the resume. Having solid work experience is a must, but having additional and diverse skills is equally as crucial. Employers want to hire people with skills; they want to see if PR students have the capability to work with various software programs, social media, analytics, etc. Dean Molleda states that “Internships are important, but students need additional skills, experiences and expertise to really make their resume and portfolio stand out amongst the rest.”
What are some things all PR students should know about the field?
In a workplace, the term ‘public relations’ isn’t always used. Dean Molleda explains that there are an array of different titles other than PR used in the real world. The job title could possibly be called public affairs, corporate communication, communication specialist, project manager, etc. He explained that because of the many career possibilities for PR students, it is imperative to be familiar with the variety of jobs students can apply for and obtain. Dean Molleda explains that “We are in a golden age of PR because of technology, so it is extremely important to understand technology and all of its uses.” The basics are still needed in PR: writing, speaking, presentation, critical thinking, etc. But being proficient with technology is now a necessity in the field. To close the interview, Dean Molleda gave one last great piece of advice. He said there is one specific word he likes to use when explaining what a PR professional needs to have in order to be successful in the field, and that word is ‘resilience.’ Having resilience is a valuable skill because it shows that a person will work hard and use all their abilities to get the job done, no matter the obstacles they may face.
By Kate Templeton
When most students imagine studying abroad, they probably picture exploring a foreign country and making lasting memories with new friends. However, studying abroad can actually help students gain professional connections and develop important skills that can positively impact their future. Last summer, I was fortunate to have an opportunity to study abroad. After what felt like months of researching different programs, countries and courses, I finally decided to spend six weeks studying in London. The program I chose was offered through the University of Oregon, and it provided me with an incredible opportunity to spend the summer with 60 other journalism and public relations students. While abroad, I gained valuable skills that have already greatly benefited my life as a PR student, and will help me reach my ultimate career goals.
Here is why you should consider studying abroad:
The professors in my London program were much different than the professors we have in the states. Two of my professors worked for the BBC, one in radio and one in television. Interacting with professors who are also working professionals from a different country with diverse experiences helps students gain new perspectives in the world of public relations. As students, we are advised to make connections and build professional networks. Having the chance to be in small, interactive and engaging classroom settings with professors who have their own unique professional connections opens up more possibilities for networking. One of my study abroad professors actually wrote me a letter of recommendation for a job!
My study abroad courses provided a great deal of experiential learning. We had amazing opportunities to attend a variety of theatre productions, dances, museums and sporting events. Through the classes, I learned how to effectively write news releases, news stories, critical reviews, blogs and features. I reviewed events and performances and learned how to critically and clearly explain what I had seen. Being a strong writer is important for PR professionals. Students who study abroad get the opportunity to dramatically improve their writing skills and become more compelling and effective communicators.
During my program, I had the opportunity to tour different businesses in the heart of London. I was able to see firsthand the role that public relations and journalism have in organizations like Chelsea Football Club, Ticketmaster, the BBC, the Olympic Games and many more. Being able to experience what it would be like to actually work in a communications field for these huge organizations opened my eyes to the many different possibilities that are out there for public relations majors. The hands-on atmosphere in studying abroad is key in showing students how professionals in these fields work and find successes.
While abroad, the classwork we did was very special. My program offered classes that required writing, photography and videography. Students left the program with multiple original pieces of work that showcased a variety of media platforms. The coursework created while abroad is extremely beneficial in differentiating and enhancing PR portfolios in comparison to other portfolios.
And finally, it wouldn’t be a study abroad experience without fully immersing into an entirely new and different culture. When students are able to say that they successfully lived in a new country while also taking classes, this demonstrates personal growth and perseverance. Study abroad students come back to their colleges and universities with a life changing experience that helps them mature personally, professionally and culturally.
By Kate Miller
Breaking news: Most students attending college right now are not millennials, even though older people still categorize us as millennials. According to The Huffington Post, if you were born in 1995 or later you are part of “Gen Z.” Sorry to all of the thirty somethings who still want to relate to college kids. A “millennial” is a person who is or becomes a young adult in the year 2000.
Although many of us thought we were millennials up until recently, there are some key differences between us and “true millennials.”
Since our generation grew up with technology, Gen Zer’s relate closer with internet users across the world than the generations above. We are considered the first to be fully global: meaning we think, relate and interact with a global mindset. Ask yourself if you could go a week without your device or even a day? Huffington Post found 40 percent of Gen Z self-identifies as “digital device addicts.” This is contributing to the change in strategic marketing strategies across the board.
Think about how many TV ads Starbucks put out about the new unicorn frappuccino. I have yet to see one. There very well could be, but Starbucks is targeting “Gen-zennials” a Ketchum term for the cohort of 16-24 year olds in between generations. This Starbucks campaign is meant to be instagrammed.
We are a generation that has device dependency that leaves little time for TV consumption, and little interest for traditional advertising and news consumption causing brands to have to change their strategy. When marketing products, keep in mind that times have changed and Gen Z relates to diversity and responds to visuals. If you are starting a campaign, make sure to tailor it to social media and make sure it is sharable.
Generational hipsters were born social and started developing a brand for themselves from a young age. Myspace, Tumblr, Musically, Facebook, Snapchat, Instagram, Reddit, Weheartit, Vine etc.; 92 percent of Gen Z has a digital footprint. Local coffee shops, #exploregon and thrifting have become a generational norm. Gen Z looks for uniqueness in their brand and what they consume. They are focused on being different, embracing globalization and diversity.
Being unique is trendy. This is creating even more need for PR professionals to target messaging to specific groups due to the expansive individuality and diversity of this generation. Take a look at Lynda.com and Facebook blueprint. In order to strategically target Gen Z, it is becoming essential to understand your target market and to use paid media as an advantage for your brand.
Due to the constant speed of social media, especially on channels like Snapchat and Vine, Gen Z is developing a shorter attention span. There is an instant gratification expectation. We are reshaping the way PR professionals are setting up campaigns because when we are doing five things at once there is a lack of observation and attention to detail that PR professionals pride themselves in. It takes a visual appeal to grab the attention of a Gen Z. But this should not dismiss the work ethic of Gen Z and the way they are reshaping the classroom and workplace in PR.
Gen Z has created a shift within the work and play boundaries, multitasking is increasing productivity for offices, and making work environments more desirable due to the blurred lines. This requires PR professionals to step up their game and target audiences in a compelling and relatable way. When creating messaging keep it short and sweet because your messaging is getting read in between a scroll.
Because Gen Z was immersed in technology growing up, they are thinking entrepreneurially. Gen Z likes independence, they are self-starters and 72 percent of teens in Gen Z desire to start their own business one day. A lot of what has shaped Gen Z is growing up in the recession in 2008 which is apparent in how much they value experiences and how frugal they are with their money.
Gen Z is not seeing the value in higher education like previous generations and employers are predicting more young adults go straight into the workforce. The cost versus gain to of school does not seem to be paying off in comparison to the loans Gen Zer’s will be paying off long after.
Gen Z values efficiency and knowledge is included. If there is a way for them to learn something in a more affordable, timely manner that is less traditional, they will most likely take that route. When targeting this audience taking an approach like Starbucks’ unicorn drink, five days only, for a drink most consumers wouldn’t traditionally purchase, not only makes Gen Z want to consume because of the uniqueness, but the limited time increases value for Gen Zer’s.
Gen Z expects brands to be loyal to them instead of the other way around. They want to feel appreciated. If they do not feel valued and appreciated they will take their loyalty somewhere else. Because Gen Z has grown up in a culture of innovation and technological advancements, they now expect this level of innovation instead of being amazed by how incredibly advanced technology truly is. As a PR person, sharing the values of the brand and how much you value your customers through messaging is crucial.
Gen Z is changing the PR and marketing world dramatically, causing us to be more strategic and technological when running campaigns. As a Gen Zer, I am sure some of these findings are relatable. Keep in mind now more than ever the importance of targeting.
The public relations (PR) field may involve more than press releases and social media in the near future. With virtual reality (VR) gearing up for a mainstream audience, brands are already starting to see VR’s potential for producing creative and innovative PR campaigns.
Donna Davis, Director of the Strategic Communication Master’s Program at University of Oregon, is researching the positive psychological effects of VR.
“I think the public relations industry can’t ignore what’s happening in VR and AR (augmented reality),” said Davis. “We’re moving to an experience economy where audiences, especially younger audiences, are demanding ways to engage with brands.”
At this point, VR is only viable to certain brands with the right budget but that could be changing rapidly as the price of VR technology continues to fall. Before you go out and buy an Oculus Rift headset, let’s see which brands are using VR technology successfully to create an effective PR strategy.
Toms is a shoe company with a one-for-one business model; for every pair of shoes sold, Toms donates a pair to a child in need in over 70 countries. Toms created a VR experience to let viewers see what it is like to deliver shoes to a school in Peru. We learn about the story of nine-year-old, Julio, who walks several miles to school every day on a dirt road. We are immersed into this giving trip as we see 360 degrees of the dirt road, the school, Julio’s house and more.
Why it worked
Toms facilitated organic empathy. While other media such as writing, photography and videography can certainly convey empathy to stakeholders, there is no comparison to actually experiencing what it is like to bring barefoot school children new shoes. Toms created a new path for VR as a philanthropic tool for nonprofits and charitable for-profit companies. Consumers can experience where their purchase or donation is making a positive impact.
Marriott introduced VR as a game changer in the travel and hospitality sectors. Marriott representatives set up a VR experience outside of city hall in New York City to capture recently wed couples as they exited the courthouse, presumably to go on a honeymoon or to at least start planning one. Marriott created a VR experience allowing the brides and grooms to teleport from London to Hawaii while wearing a headset. The hotel company insinuated to the newlyweds that there is a Marriott wherever they choose to spend their honeymoon.
Why it worked
Virtual reality provides travelers the ability to experience a destination through a pair of goggles. It will be interesting to watch VR’s role in the travel industry as VR provides customers the ability to travel around the world without getting on a plane. Instead of choosing a hotel blindly, you can virtually step inside one and walk around. It is an experience given most justice in 360 degrees.
This upscale soft cheese company used VR to take viewers on a roller coaster ride through a well-stocked refrigerator. In the perspective of being just a few inches tall, the virtual roller coaster ride zooms past packages of Boursin cheese and fresh ingredients. Consumers begin to catch on to the idea that Boursin belongs in a healthy, well-stocked refrigerator. Towards the end, the interactive adventure weaves around champagne bottles, signifying the soft cheese company is an elite snack.
Why it worked
Boursin was one of the firsts to pioneer a VR experience within food and beverage. The novelty of the video earned Boursin a Masters of Marketing award for its creative approach to promoting a product you might not initially associate as a perfect candidate for VR content.
As strategic storytellers, it is our job to determine which media platforms will best tell the story of a particular client and produce the best results. While we may not be the ones coding a VR script, we may be the ones drawing up a storyboard or writing the copy for your brand’s VR experience. Virtual reality is proving to be a fruitful option for customer engagement and virality.
“Increasingly agencies are looking at ways to build interactive content in VR that places their clients’ brands in the center of the experience,” said Davis. “Ready or not, it’s coming!”
Have you considered a profession in the healthcare industry? Public relations is vital to promoting and improving the reputations of organizations in this sector. What makes healthcare unique is that it is constantly changing and evolving. Think you are ready for the challenge? Keep reading to learn more about this unique sector of public relations.
In a fast-paced industry such as healthcare, organizations need to have a voice in the marketplace. Healthcare is constantly evolving as new science and technology emerges, and it is important that organizations stand out. Healthcare companies can invest in a public relations partner, such as an agency, to create a communication strategy that positions the organization as an innovative leader while increasing demand. Healthcare providers may also have an in-house staff which manages communication between patients and the hospital itself.
Public relations practitioners in the healthcare field are responsible for managing many relationships ranging between the hospital, its clients, visitors and stakeholders. In-house practitioners may work in a variety of settings such as hospitals, nursing homes, rehabilitation facilities, health maintenance organizations (HMOs), psychiatric facilities and community health centers, according to the Health Careers Center. Those who work in an agency may take on a variety of clients who are in these fields. Practitioners in both fields act as guides for an organization and help in making important decisions regarding an organization’s communication strategy. Especially within the healthcare industry, there are many rules and regulations that constantly change and practitioners must communicate any changes with the client. They are also vital in providing recommendations and advice to the client.
Whether in house or at an agency, public relations professionals in the healthcare industry help tell the stories of groundbreaking research and new innovations to help put their clients name out. Healthcare providers create technology and medicines that can potentially improve quality of life all over the world. Healthcare public relations practitioners have many target audiences to remember, and must reach beyond communication between the organization and the client. Suppliers are very important because they must also have a desire to positively impact the health care system and wish to partner with your organization. Because of this, public relations employees in the healthcare industry must approach each target public differently.
Public relations is important in health care, where both patients and clients can feel vulnerable. As a practitioner in this sector, you will be working with your coworkers to ultimately develop communication to help your publics feel safe and as though their time and money are being used to better society overall. Think this is interesting? Check out healthcare agencies or providers in areas that you want to work and start networking!
By Talia Smith
On the same premises where Adele broke her award in half, where Beyoncé’s performance slayed and where Bruno Mars paid tribute to Prince, I was fortunate enough to be behind the scenes learning about the role of a publicist.
In my last blog post, I talked about the lead-up to working the 59th Annual Grammy Awards with Sugar Mountain PR (SMPR). Five of our clients at SMPR were nominated for Grammys in the children’s category. Now that it’s all over, I thought I’d talk about what it was like being there.
I arrived at the L.A. Convention Center around 11 a.m. on Sunday, Feb. 12. The children’s category was announced during the pre-telecast which airs online in the afternoon. I was told to meet our clients on the red carpet, which I realized was harder to find than I thought, despite it being bright red.
Security guards stood by the entrance checking the credentials hanging around my neck. I gained access to three more checkpoints until I reached the last one where I was directed into a narrow tunnel of black curtains. When I popped out on the other side, I saw the red carpet being vacuumed and a large sign that read “Welcome to the Grammy Awards.”
I breathed a sigh of relief because I knew I was in the right spot. I indulged in a few selfies as I waited for SMPR owner, Beth Blenz-Clucas; publicist, KC Mancebo, and our clients to arrive. KC, who also represents acts like Dave Grohl and Coldplay, offered to let me shadow her for the day, since my boss, Beth, had tickets to the actual Grammy show.
When the nominated musicians arrived, we waited in line until the red carpet media tent opened. Beth and KC told me about their plan to pitch the media inside. Our pitching points were 1) we have access to all of the nominees in the children’s category, 2) they’re all independent artists, and 3) they’re friends.
When the entrance to the media tent opened, the artists and their teams poured in. To my left, I saw a sleek backdrop with the Grammy logo stretching the entire length of the tent. To my right, I saw barricades stretching the entire other side of the tent with journalists, photographers and media people standing behind. Beth and KC divided and conquered as they pitched the different outlets, securing interviews with Pop Sugar and Grammy.com. I was responsible for rounding up the artists and bringing them to the correct interview locations.
After the artists wrapped up their interviews and completed their photographed walk down the red carpet, the parade led to the Microsoft Theater where the Grammy winners were to be announced. Beth accompanied her clients into the theater while KC brought me to the publicist lounge.
The lounge had a large TV surrounded by tables and chairs occupied by publicists with their laptops open. After each winner was announced, different publicists would jump out of their chairs cheering for their client, receiving claps from others in the room as if to say, Congratulations! We all know how hard you worked to make this happen.
When it came time for the children’s category to be announced, KC and I moved to the table directly in front of the TV, staring intensely. The name of each nominated children’s artist was read followed by, “…and the Grammy goes to Secret Agent 23 Skidoo.” The hip-hop children’s group won. We saw the band accept their award and give a speech. KC informed me that they would be coming up the escalator to the lounge soon.
We greeted and congratulated the band when they arrived, then brought them to their photography studio, where the classic Grammy photos with the gray backdrop were taken, and then to the press room to answer questions.
As we all made it out of the press room, we were welcomed into the winner’s lounge. KC, Beth and I clinked a glass of champagne because our work for the day was over. Although I was finished for the day, I still stuck around to watch the major celebrities arrive on the red carpet that evening and watch the live show from the lounge.
The important role of a publicist became even more apparent to me. Beth and KC did not miss a beat when offering their clients instructions, advice and a plan to navigate the media on the red carpet and in the press room. To me, it seemed like publicists are the bridge that connects the talent to the media, making sure the interaction goes as smoothly and as advantageously as possible.
By Erica Freeze
Every day journalists and bloggers receive too many emails to count. Many of these emails are from public relations practitioners across the country who are paid by their employers and clients to reach out to press and hopefully gain some coverage. Because of this mass influx of emails, many pitches are overlooked. This is because pitches received are often too lengthy, not professional or irrelevant to the writer. But believe it or not, there are ways to reach the press, and if you follow these tips you may be able to do so. Here are a few rules to follow for success:
Choose a target:
Choose an outlet that fits your client. For example, if you represent a small coffee shop, pitch to a blogger who explores coffee shops in your area. If you represent a larger company, strive to reach for larger news platforms. Make sure that the blogger or reporter you target tends to write about topics that relate to your client.
Do your research:
Whether pitching to a blogger or a reporter, make sure to read up on the writer’s previous posts or articles. Do this to create an understanding of their interests and the way they write. Think about how your story will help them extend their focus further. When pitching, let the receiver know how your story will fit with their expertise, and most importantly, how it will be of interest to that writer’s readers.
Personalize the email:
After gaining an understanding of the reporter or blogger you hope to utilize, personalize your email with their name and outlet. Writers appreciate emails that are personalized and correctly formatted because it shows that you as a public relations professional took the time to read their material and understand their background.
Pitch a short and precise story:
Address the reporter in your email, and then get straight to the point. Reporters do not have the time to read a lengthy email highlighting details about your company and how it ended up creating a certain product. Don’t pitch your company’s new product without explaining how this accomplishment is part of a larger story. Pitch to the writer how you think its readers will benefit from this new product. Format this information in a structure that is easy to read, with potentially bullet points. Then end with a reasonable and convenient way for the reporter to follow up. The reporter will quickly be able to decide whether he or she will cover your story, and with a massive amount of pitches coming in each day, shorter is better.
You may not always be able to reach the reporter of the blogger of your dreams, but if you follow these guidelines you may be able to reach some great story tellers. How will you use these tips to tell your client’s story?
By Talia Smith
If you follow me on Spotify, you might assume an eight-year-old stole my account password and has been streaming children’s music for the past year. I’m here to say it’s actually me who listens to artists such as Brady Rymer and the Little Band that Could, the Okee Dokee Brothers, Recess Monkey, Frances England and Secret Agent 23 Skidoo. While I do thoroughly enjoy their music, these artists are our five Grammy-nominated clients at Sugar Mountain PR.
Sugar Mountain PR (SMPR) is a Portland-based agency that promotes children’s entertainment. I have been doing freelance work for SMPR owner, Beth Blenz-Clucas, for more than a year now and am fortunate enough to be joining her PR team at the 59th Annual Grammy Awards in L.A. this weekend.
This all transpired in a sort of serendipitous way and I thought I’d share what I have learned so far in the lead-up to this event.
Don’t Underestimate Your Network
I was introduced to SMPR in Portland through two connections from my hometown in New Jersey: my mom and Brady Rymer from Brady Rymer and the Little Band that Could. My mom discovered SMPR when she was trying to book Brady for an event a few years back.
I didn’t know Brady as the children’s musician; I knew him as the bassist for the band, From Good Homes. They have a large following on the East Coast and I grew up listening to their music. Without my mom or Brady, I wouldn’t have known to reach out to Beth at SMPR.
The lesson I learned from this is that sometimes the most rewarding connections are not obvious ones. I would have never thought that I would find PR work through my mom, who did not have a PR background or my favorite local band. Sometimes you have to dive deep into your third, fourth, maybe even 17th level networks.
Sugar Mountain was not seeking a freelance intern when I applied. I got the job because I asked. I was not originally invited to assist at the Grammys. I’m going because I asked. I learned you sometimes have to take it upon yourself to reach out and offer your services. I think of how many opportunities I might have passed up just because I didn’t ask. As Christopher McCandless said, “If you want something in life, just reach out and grab it.”
Go Along for the Experience and Leave Room to Be Pleasantly Surprised
When at first I asked Beth if I could assist her team at the Grammys, she said yes but made it clear that she couldn’t promise I would have a press pass to get on the red carpet. I was still eager to go because they needed someone to sell merchandise at the pre-Grammy concert featuring all five nominated children’s musicians. I also have family in the L.A. area who I could visit and stay with.
I knew there was a chance that I would not be involved in any of the red carpet Grammy events, but I still wanted to go along for the ride. I would either have the chance to visit my family and work a cool concert or I would get to visit my family, work a cool concert AND work the red carpet and media room at the Grammys on Sunday. I couldn’t go wrong with either outcome. As it turns out, I was pleasantly surprised to receive an email from the Recording Academy to learn my press pass was approved. Then I was able to wholeheartedly freak out and go shopping for a dress.
I’m telling my story to show that it snowballed from a humble start. I think a lot of opportunities have extraordinary potential when you learn to, “Just Say Hi,” as Brady Rymer would say.
By Erica Freeze
A public relations (PR) survey is more than just an investigation of a group of people. A PR survey often consists of exploring key publics to gain insight into their opinions or experiences with a certain brand or organization. The information obtained from surveys helps PR practitioners to create a successful plan to target key publics. Because of this, knowing how to create an effective survey is crucial to helping the brand you represent achieve its goals. Here are some quick tips for writing online surveys in the public relations realm:
1) Decide exactly what you want to know about your audience(s):
All practitioners who conduct a survey want their findings to be provoking and eye-opening. But to gain the best insight into your key audiences, you must cater your questions to understand the different individuals in your audience. Would you like to see the differences in education levels, gender, or employment status when it comes to the perception of your organization? Make a list of what you exactly want to discover from your findings, and hone in on the topic that you believe help you truly understand your audience. Decide exactly what you want to find out of the survey and keep it short.
2) Keep questions short and closed:
Keeping the questions on a survey short and concise will make the survey more desirable to respondents. This also helps you concentrate on the key objectives of the survey and will help to get the most accurate and honest results. Additionally, keeping the questions closed-ended, meaning you have to select from a certain group of answers, will make your job easier when it comes to calculating results. Open-ended questions without a selectable answer may be easier to craft, but harder for your audience to answer, as they have to think thoroughly about their answers. Closed questions will generate the results you need.
3) Think outside yes-or-no questions:
A common mistake people make is writing yes-or-no questions. These questions often frustrate respondents because they cannot always give their honest opinion in their answers. Think of scales involving variation, such as: strongly favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or strongly unfavorable. These words can be interchanged with, for example, “agree or disagree” or “considerable.” Creating your survey in terms of scales will help you gain much more insight into your target audience and will provide you with much more information.
4) Take your own survey:
Take the survey you create and keep in mind how you react to the questions throughout the process. It is important to keep in mind respondent experience. Simple questions with multiple answer choices provide more points of view, which helps you to have more honest results. I once took a survey that asked respondents which music platform they would be, along with something to justify that answer. For example, one answer read “I am Spotify because I am adventurous and discover new things.” Questions such as this are confusing for respondents and also return minimal results.
If you need any additional help, it is always useful to search the internet for example surveys or successful surveys and see how they were constructed. How will you apply these tips to the next PR survey you create? Good luck!