These past few months have been a whirlwind, and in the midst of it all, I have lost track of my personal blog. I’ve been busy with my internship, final classes and campaigns, and making plans for the future. As you may or may not know, I have been interning for R-West Communications in Portland, Ore., and taking classes at the White Stag Building. Every day has been a new adventure; my internship continues to be busier and busier and my Campaigns team continues working on our social media creations for Portland’s Ten Thousand Villages. I have received an overwhelming reaction when I tell people I am graduating in June. Their first response is “Congratulations,” followed by a sarcastic “Good luck.” Although I know finding the right job will take a lot of hard work, I am feeling more prepared than ever to take on the world after graduation.

As an intern for R-West, I have finally been able to work at an agency that combines all facets of client branding. We have a graphic, media, interactive, and public relations department all under the same roof, providing our clients with a high level of all-around creativity. I help brainstorm and implement campaigns for big clients and, most importantly, see the results of my work. I have learned there is nothing better than working with a team and accomplishing a goal together.

In my Campaigns class, our team has been hard at work creating a social media campaign for Portland’s Ten Thousand Villages. We have created the Portland Fair Trade Blog, and have implemented a Twitter campaign for @PDXVillages. We conduct Podcasts, initiate Twitter giveaways, and work with the Portland fair trade community to give them an online voice.

To sum it up, I am very proud of the work I have done this term, and can’t wait for what lies ahead. In my case, no matter what people are saying about the economy, I know my training and talents as a young public relations practitioner will pay off. My advice for soon-to-be-graduates: Believe in yourself and be creative!

Here’s a post from my Professor, Josh Netzer, about my experience with the Senior Experience offered through the University of Oregon School of Journalism and Communication: Read the Article Here!

Yesterday marked my first official day embarking on my three-month Portland experience. I will be taking my last class of my college career at the historic White Stag Building and interning for R-West Communications. Finally, I am unpacked and settled into the apartment with my brother. Although I am extremely excited for my adventure to begin, I have bitter-sweet feelings. Bitter, because I not only left my friends during my last term, but also the closeness of the best boyfriend in the world.  On the other hand, my feelings are sweet because I have so many opportunities ahead of me. I start my class this week and start interning the next. I am excited to learn about the clients I will be working with and how the Portland market functions compared to that of Eugene. Although I am doing PR in the same state, the target audiences will change greatly to match that of the big city. My goals for the next three months include: 1)Being the best intern R-West has ever seen 2) Joining a gym 3)Saving money. The more I think about it, the more I realize this post marks the start of my professional career. Not only am I joining the morning commuters, but I am finally getting paid for doing what I have been trained to do! I think above all else, that will give me great confidence in the big city.

Cheers to the future!

Our speakers were Matt Stansberry of SearchDataCenter.com and Oregon Fly Fishing Blog and Matt Neznanski of the Corvallis Gazette Times. 

Here are some highlights from their co-presentation:

Perks of having a blog even if the company or organization has an online magazine

• Easier to integrate photos and videos into a posting
• Demonstrates a bond with readers and creates communication with readership
• Shows the company is listening to and serving its readers
• Greater flexibility and freedom with style of writing
   

Perks of having a blog instead of print format

• Print does not always lead to more reporting; a blog allows you to feed off the comments and suggestions of your readers
• Immediacy as compared to print

What is the difference between a blog post and an online article? 

• Number of sources; for news articles, usually a publication’s director demands the article must have multiple sources
• More visual and engaging aspects are usually used on blogs compared to an online news article
• Content of a blog can be based off someone else’s writing or a response to their post; news articles usually present facts or are investigative stories
• For large companies, such as Matt Stansberry’s employer TechTarget of SearchDataCenter.com, readers do not differentiate between news articles and blog posts.

How do you generate readership?

• Comment on other blogs with a link back to yours
• Write about someone else’s post
• Cast your blog posts on group sites such as OregonLive.com
• Find your niche

Recently, in classroom discussions with Professor Tom Hagley, we have been discussing the issue of creativity in the profession of public relations. He proposes the question: What stifles creativity in public relations? Is it the profession itself? Is it how public relations classes are taught? 

I consider myself a very creative person. Ever since I was little I have loved dance, music and art, yet have always found my own way of doing things from creating a line of greeting cards out of fabric to making abstract paintings and collages and packaging design. Turning my creativity to writing seemed to be natural, and journalism became my dream of harnessing that creativity and influencing others’ behaviors, thoughts and ideas.

When I finally decided to make public relations my specification within the School of Journalism at The University of Oregon, I was excited to use my skills in order to create public relations campaigns, working with pertinent issues. I had, and still have, many dreams of working on an amazing public relations campaign that would influence informed decisions of others in topics such as public health. When I was introduced to social media, my creative mind ran wild. I began to visualize the options at a public relations practitioner’s disposal—reaching more people around the world than ever before.

My first client was a non-profit organization for the City of Eugene. I was given tremendous leeway with how I was to pursue the organization’s goals. The program director told me: “You know more than I do. Just ask me what you need to know and run with it,”—the best words any professional could hear from a client. An internship following this experience, again for a non-profit, community-funded event, my creativity and social media ideas were excitedly accepted as new and creative ways to promote the event.

Currently, I am interning at a public relations agency with a diverse staff and clientele. As an intern, the majority of my work consists of background research, media lists and press releases. A handful of the staff has worked in public relations for more than 15 years. As a 21 year-old, soon to be college grad, I approach projects with a different sense of the world of public relations than more experienced professionals. Additionally, I have found, a lot of the work I complete is simply because the client wants the materials to be presented in a certain manner.

This has made me curious. I know that there are many creative minds in the public relations profession, but I have to wonder, are there certain types of public relations industries that garner more creativity such as non-profits as compared to corporate or agency public relations? 

If you are on PRopenmic.org you can join the discussion here. 

I welcome any comments on the issue.

In my class, Digital Freedom with Professor Kyo Ho Youm, we have discussed many issues regarding the freedom of the Internet and democracy. Throughout the term we are reading Republic.com 2.0 by Cass R. Sunstein. Sunstein struck a chord with me in his discussion of the functions of an echo chamber. The term echo chamber refers to the individualization that occurs when filtering news or information. You converse with people who have the same interests as you, you read news that pertains to your interests, and you throw out or  disregard  other topics. 

The reason the idea of an echo chamber interests me, is from my personal experience. Since I have been in school, I have not owned a T.V. in three years. I receive my news from word of mouth, online news sites such as BBC, Twitter feeds, the campus newspaper, and the N.Y. Times. Although there is a variety in the medium I choose to gather my information from, I act as my own personal filter. Online it is easy to look over headlines and decide if they interest me or not. I read the blogs of public relations professionals, crafters, and designers. I network and chat with those same people. This is my echo chamber. I consume news and information relevant to my interests and profession. For example, I usually always dismiss sports articles, but pay close attention to tech articles and political or national news. 

As a result of my own experience, the echo chamber can present challenges for our changing society. I think it is very important for young generations to understand what an echo chamber is and how it functions. We all gather information differently and selectively, making each persons’ views on a topic differ. We need to understand that sometimes to step out of one’s comfort zone results in a richer learning experience.

I will be writing a research paper about the topic. Please let me know if you have any resources, relevant material or simply an opinion on the issue.

Please take a look at Chris Pirillo’s post: 10 Ways to Eliminate the Echo Chamber.

This week marked my second week interning at The Ulum Group in Eugene, Ore., a public relations agency. During this time, and over the cold, blistery winter break, I have come to a few revelations with regards to being a young professional and finding yourself in the large, competitive professional world. 

1. Networking is Key

I have been told this time and time again in all my public relations classes. My professors told us repeatedly: You must network. It’s all about who you know. It wasn’t until Professor Tiffany Derville pushed us to join social networks that I had realized the reality and possibilities that come along with networking. I was able to connect with well-established PR professionals across the nation that I would not have contact with if it wasn’t for networks such as PROpenmic, Twitter, and LinkedIn. 

Although I have only been interning at Ulum for a few days, I have found that the staff knows more people in any industry than I could imagine. Just think of the next professional you meet: Who do they know? What can they say about you as a recommendation? The more I think about these questions the more I learn the importance of working hard and presenting yourself as such. In any position in a job, the classroom, or internships, those who are leading you pick up on those who stand out and are willing to go the extra mile. This includes getting a task done quickly and efficiently yet professionally and correctly, and always willing to tackle the task at hand. With this mindset people will recognize your abilities and determination.

2.  Pick Their Brains

Well, not literally. I have found that the more professionals I talk to, the more I can feel at ease. Ask the “stupid” questions: How did you go from a college graduate to landing this job? What was the process? Who did you talk to while interning? How did you know you wanted to work here? What do you like most about your job? In asking these questions I have gained more insight into my path after graduation and the world of agency PR. Connecting with professionals around you may open many doors, back to the perks of networking. After chatting with practitioners they will get to know your true desires and personality, hopefully making them more inclined to recommend you to others.

With graduation in six, short months myself and my classmates are struggling with the thought of entering the world in a shaky economy. I feel getting to know PR professionals and practitioners may give us the leg-up in battling the odds. 

Connect with me here:

twitter: http://twitter.com/afishner

LinkedIn: http://www.linkedin.com/in/afishner

PROpenMic: http://www.propenmic.org/profile/afishner

It’s official. The turkey and sweet potatoes have been digested, the lights have been hung, the trees have been adopted, and the mad rush of Christmas shopping has begun. Or has it?

This year retailers are taking a new approach to bringing happy consumers and their shrinking wallets to their stores. The focus: branding and campaigns.

Macy’s is the first store that comes to mind when I think of holiday shopping. It’s historical and cultural presence out-stands its competitors; however, this does not mean it shouldn’t have a holiday plan. This year Macy’s has started a campaign called Believe. The campaign is derived from the “Yes, Virgnia Letter,” a letter written by an 8-year-old in 1897 to The New York Sun asking if Santa really exists. The reply from the paper’s editor answered her, “Yes, Virginia.” From here the campaign focuses on the spirit of believing. With each letter-to-santa brought to a Macy’s store and mailed in the special mailbox, money will be donated to the Make-A-Wish Foundation, with a goal of $1 million. Not only are the commercials for this campaign branded with numerous celebrities, but it clearly focuses on Macy’s history and the magic that is connected with it ever since the movie Miracle on 34th Street. The Believe campaign also reminds shoppers about the needs of others during the holidays and especially during our economic state. I am really pleased with this campaign. I think it says a lot about the character of Macy’s and its ability to uphold its image.

Last year I saw a campaign started by Adbusters urging people to buy nothing on Nov. 28 in the United States and Nov. 29 internationally. Being in the anti-corporate, angsty mood I was in, I immediatly created a Facebook event for Buy Nothing Day, and invited all my friends to keep their money in their pockets. 

This Thanksgiving, my thinking has changed. The idea behind the Buy Nothing Day campaign is something I support, yet I don’t think one day out of the year will get Americans to change their spending habits. According to Adbusters founder Kalle Lassn, we consume five times more than a Mexican, 10 times more than an average Chinese person, and and 30 times more than a person from India. As a result of our consumption, we are the main contributors to landfills, deforestation, and pollution. This, in addition to our gas consumption, makes us one of the most irresponsible cultures on the planet.

So why attack Black Friday? It’s because it is the one day where millions of Americans wait in lines, barge into stores, and score the deal of their dreams. And they do this year after year. It seems like the perfect day for the Buy Nothing Day campaign to revolt against, although Adbusters is overlooking the other side to Black Friday. In Jenn Farrell‘s blog, “Why I Shop on Buy Nothing Day,” Farrell expresses her view of the day, stating that for a single parent, or low-income family, it is the one day they can let loose and buy something without feeling guilty. Black Friday offers low enough prices for these people to stock up on laundry detergent and other necessities. Others attack the campaign for being against a good economy. It is true that the holiday season adds a burst of happiness to our overall wealth, but what about other nations, and how long can we keep consuming and creating more trash?

The economy is another part of this issue to consider. Many locally-owned and operated stores in my area have already encountered employee layoffs, even with the holidays approaching. They simply cannot afford to keep as many employees as years before. 

I think a new tag-line for a Black Friday campaign should be: “Buy Little, Buy Local,” urging consumers to limit their spending and help boost local economies instead of major corporations. This would also give new light to the Adbusters campaign and make it a statement that lasts year-round. People will keep spending and keep being consumers for the rest of their lives, the key is to change the way of thinking for more than just one day out of the year, so we limit our options and limit our waste.

Adbusters Founder Kelle Lasn on CNN:

I have just finished reading “Made to Stick” by Chip and Dan Heath for my Advanced Public Relations Writing class. Each time our class meets we discuss key concepts and examples of the book, just to give the ideas extra stickiness to our college brains. The most important concept, which outlines the book, is the acronym of SUCCESs: Simple, Unexpected, Concrete, Credible, Emotional, and Stories. 

Even if this book wasn’t a required text, I probably would have ended up reading it and loving it, as I did and do. I am not surprised conventions have been held discussing the book and its authors. 

I would go into greater detail about the book’s content, but honestly I would much rather have you read it for yourself. It gives examples and walks through an idea from start to finish; from stripping an idea to its core, to making people actually listen – valuable information in the world of PR and in any profession for that matter. 

Each part of SUCESs is discussed through real examples that have produced results, making the book one of the most interesting, useful, and applicable texts I have read. Additionally, the back of the book provides readers with a section called “Making Ideas Stick: The Easy Reference Guide,” which lets you go to each chapter and concept and refresh on examples that made these concepts relevant. This section is very useful when creating your own message because you can easily refer back to ideas that worked for others. 

Here is the back cover print:

What sticks?

Whether you’re a CEO or full-time mom, you’ve got ideas that you need to communicate: a new product coming to market, a strategy you want to sell your boss, values you are trying to instill in your children. But it’s hard – fiendishly so – to transform the way people think and act.

In this book, you’ll learn the six key qualities of an idea that is made to stick:

 

• Simplicity: How do you strip an idea to its core without turning it into a silly sound bite?
• Unexpectedness: How do you capture people’s attention…and hold it?
• Concreteness: How do you help people understand your idea and remember it much later?
• Credibility: How do you get people to believe your idea?
• Emotional: How do you get people to care about your idea?
• Stories: How do you get people to act on your idea?

Please feel free to message me to discuss the book!

Next on my reading list: “The Tipping Point”

Also, If you have any suggestions for books you can’t live without, let me know!

Happy reading!

I have often wondered who owns the music rights of my most admired musicians, the bulk of who either died or split apart before I could be a part of their crazy groupies. Believe me – I would have been one. An article posted today by Party Ben on the Mother Jones Riff Blog discusses Paul McCartney’s agreement to release a 14-minute unreleased Beatles track titled “Carnival of Light.” The “mythical” song was recorded during the 1967 session of “Penny Lane.” It was played once at a festival and never heard again. The group thought this song was too “adventurous” for its time, and decided to keep the track on its reel, that is until now.

There is a fear that lurks with the release of this “new” track: Will the definition and perception of The Beatles change? I can assure you that my love and admire of their music and their image will not. I know they were a group that branded itself with an image of musical and theological exploration, but still, some have a fear.

Michael Jackson still jointly owns the rights to over 200 Beatles songs with ATV/Sony. When Jackson bought the songs in 1985, a fear grew of Jackson’s ability to have control over The Beatles’ legend. Paul McCartney also holds the rights of some Beatles songs, now creating the fear that he will expose parts of the band that were meant to be kept secret.

So what’s the big issue here and how does it relate to PR?

The issue is image and how the perception of an image can change. The Beatles, just like any other group, company or organization, had to work hard to gain a certain type of reputation and connotation to their name. With the rights of their songs out of their hands, their music is used for endorsements and movies. How do we know The Beatles would approve with having their music help sell Nike shoes? We don’t, and that changes what we connect their music with. The key is to be transparent while building your image. Trying to hide issues and bad tactical mistakes always reflects poorly on an organization, even if it’s a band. I’m not saying The Beatles have been hiding secrets, but when a company does so, it’s bad. And for the die-hart Beatles fan, an unreleased track could seem as a secret, but it was simply a group decision in keeping their idol status, not a corporation hiding large amounts of debt. 

As long as peace remains a symbol of love, The Beatles will remain a symbol of a transitional era. The question remains: Would their image be where it is today if they had complete control over their work?

Michael Jackson released the rights of “Revolution” for this Nike commercial, causing a huge debate about who should own The Beatles’ rights.