Giving Thanks, PR style

Thanksgiving may be a day off work. But the spirit of the holiday provides a fantastic public relations opportunity to practice what Dr. Kelly emphasized by adding the letter S to the ROPES acronym. This practice, of course, is stewardship.

Before rushing home from your office to enjoy a long weekend of food and football, remember that giving thanks to your customers is one of the best ways to keep them coming back.

An article from an entrepreneurship Web site called Ten Ways to Thank Customers says, "The best promotional campaign is to send personal letters to your top 100 prospects... Send thank-you letters to your top 100 customers. If you're in a big business environment - send 1,000 thank-you letters."

Stephanie Chandler is an author of several marketing books and has been featured in has been featured in Entrepreneur Magazine and Business Week. She's written a helpful article highlighting 12 Ways to Thank Your Customers - Client Appreciation Strategies You Can Use Year-Round. Among Chandler's ideas are events, useful tips and Customer Appreciation Days.

Showing gratitude to customers is important. But don't forget about your employees, shareholders, suppliers and media contacts. Each of these audiences also works very hard to help your organization accomplish its objectives and deserves a little recognition.

This article from the National Federation of Independent Businesses gives ideas for Thanking Employees When You Can't Afford Bonuses.

No matter your budget or your number of customers, expressing your thanks is important.

So Happy Thanksgiving to all our readers!

Balancing Act: Where Books and Technology Find Common Ground

Recommended by John Paluszek, APR, Fellow PRSA at PRSSA National Conference 2009.

As a public relations professional, you have to be hungry for knowledge. Much like how reading the news is a daily-must, reading books from the professionals before you is also vital. Reading a public relations book can be a gateway to knowledge you would have otherwise never had access to.

Today, we have blogs, tweets, profiles and excerpts online, which generally give us so much information and opinion about public relations that we don't know what to do with it all-- that is if we do anything at all.

We're so inundated with information that we spend most of our time filtering what's actually valuable and very little time actually reading. Both sides of the online media/hard-copy book spectrum give us various types of information about public relations, but where is the balance between the two?

Finding the balance between books and technology is something we all need to get a handle on. Social media can be a great tool to lead us to relevant ideas by professionals we most admire because it provides a means of advertisement, which was once controlled primarily by publishers. Sites like Twitter provide accessible book tips and reviews from those who are in the same boat as us.

Sarah Essary (@ComsumingPR) is an example of this. She linked her blog post “The Essentials: References for a Young PR Pro” in a tweet. Sarah then listed the four books related to the skills needed in public relations that she is constantly using and referring to in her own career. Sarah even hints at how she balances the two worlds by meshing book reviews published via social media sites.

Hidden in those ancient books of yore, are insights to future technologies; oddly enough. "Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR" expands on the growth of social media and changes of the profession over time, to the new tatical strategy and use. A careful library researcher has access to a plethora of knowledge not likely to be found in your run-of-the-mill textbook.

The AP Stylebook, an essential public relations tool, has even published their communications bible in radical new mediums including an iPhone app and an online version. You can literally take your AP Stylebook everywhere now-- which is what you've long been waiting for, I'm sure. To be fair though, the mobile application is really helpful when writing a press release while on the road. The AP Stylebook has even found its way to Twitter (@APStylebook) where someone will answer questions that may not be clarified in the book. This is just one of many examples in how technology is being balanced with tradition media.

Sometimes we have to put down our laptops and multitasking phones. Our generation and the PR profession have become wrapped up in a world of technological advances, applications and the growth of social media. It is fascinating how it has grown and how many have adapted to this new skill, but it’s also bittersweet. As you continue to focus on your professional development, do not neglect the wisdom captured in those ancient books of yore.

Sit down. Relax. Read.

Facebook Tips for the PR Intern

As a college student, you've probably been using Facebook for years. You understand how to upload pictures, create events and start groups. You're probably a "fan" of too many silly things that have shown up on your suggestions. Most importantly, you understand Facebook's potential for actively engaging publics.

Luckily for us, we grew up during the Information Age and understand all these social media platforms without much effort. That gives us an edge in the job market over a majority of experienced professionals. So, you have the basic skills, but in order to wield these skills as an asset in your internship or first job, you need to hone them a bit.

Understand the value of pages vs. groups:

• Pages send updates, groups send inbox messages
• Pages can have applications + Twitter connect
• People become "fans" of your pages rather than members of your group
• You can upload pictures and videos to pages, and only events to groups
• Pages are indexed in search engines
• Groups are valuable to clubs or common interest groups because they can be more private
• Pages are valuable to businesses because they show more content, which leads to more engagement from the audience
• Thus, a page will probably be more valuable to your client

Connecting Facebook to Twitter:

• Add the Twitter application
• Twitter will update its feed with each Facebook page update
• This way, you produce more Twitter and Facebook content simultaneously with no extra effort from you
• It's a simple procedure that will impress your client

Maintain your humanity through social media efforts:

• Although it seems paradoxical to seem human over the Internet, this is an important part of social media
• People need to feel like there's a real person with whom they are communicating
• User-generated (real people) material is your goal. Think of ways to create a discussion
• Upload content that represents the company culture. If it's an easy-going, fun culture, upload YouTube videos that your audience may not have seen. It will keep them coming back

Great Facebook page examples:

• UF Student Government
• Coca-Cola
• Barack Obama
• NPR
• Pizza Hut

Remember, engagement is key with social media. Constant, but quality, updates are a must. If your audience is bored, then you're not doing your job, and it's a waste of time. It may even make your client look bad.

If you want to learn more about social media, check out the ultimate social media guide Mashable. Also, YouTube has great tutorial videos that show you how to do anything on Facebook step-by-step. And when all else fails, Google it.

"25 Most Difficult Questions You’ll be Asked on a Job Interview"

You've just spent four years of college in leadership positions and student organizations. You interned full-time in an office all summer while your friends spent every day at the beach. You've stressed about getting published more than studying for exams.

All so you could jam your portfolio with clips, have a top-notch resume and list a few supervisors' phone numbers as references.

But after marching through the O'Connell Center in your cap and gown, you've got the coveted interview with your dream company. You sit down at a desk opposite your (hopefully) future employer and hear the words, "Tell me about yourself. Why should I hire you?"

And you freeze.

Your resume might have gotten you in the door. But only a successful interview will you land you that job - and that paycheck. Since we spend so much time on our resumes, cover letters, portfolios and references, it's only appropriate that we prepare for sealing the deal - before going blank in an interview.

In preparation for the UF PRSSA Skill Seminar titled Presenting Yourself this Wednesday, we'd like to share an article called "25 Most Difficult Questions You’ll be Asked on a Job Interview." Written by the chairman and the president of a national outplacement firm based in New York, the article is an excerpt from the book "Parting Company: How to Survive the Loss of a Job and Find Another Successfully."

The questions range from management styles and industry trends to how long you intend to stay with the company and how much you expect to earn. Each tricky question is followed by the executives' guide to an appropriate response.

Our very own PRSSA Webmaster Shelby Powell started each of his three internship interviews last week with questions one through three. He suggests preparing intellectual questions to ask when given the opportunity.

Powell said one employer "threw a curveball and had me roleplay a scenario. I wasn't sure if I had answered their question sufficiently, but at the end of the interview I had an opportunity to ask them a question that revealed exactly what they were looking for in a good answer. At that point, I was able to dialogue with them a little more and let them know I possessed the traits they were seeking."

Dr. Kathleen Kelly has emphasized to her students never to discuss wages or salaries until after you have been offered the position. When asked about expected pay, what she calls a screening question, Dr. Kelly says to assure the employer you will both be able to agree on pay or that you're simply uncomfortable discussing pay until you have been offered the position.

Start preparing for your interview now, and unlike the guy in the video above, you won't have to ask your friend to dunk his head in a fish tank to help you get a job.

Starting Up

Hurray, blog is nearly back online!

Sixty Students. Public Relations. Disney Dreams. Regional Activity.

There is nothing like Scarlett Johansson dressed as Cinderella to inspire public relations students.

This past weekend, more than 60 students gathered in Tampa at the University of South Florida for "You and the World: How to Solidify Your PResence."

Highlights included VP of Global Public Relations for Disney Destinations Craig Dezern's address about the importance of local focus in global public relations. His use of Disney's media kits, photo campaigns and special events to create Disney magic right in the lecture hall. Students saw the power of creativity come to life in front of their eyes.

As well, John Paluszek, who is the quintessential gentleman, shared his brilliance with students on the topic of "Why I Wish I Was Starting in Public Relations Today." He spoke on the state of the industry and told students to be confident: the economic downturn is not the end of the world for our industry. Yesterday, Mr. Paluszek e-mailed me an article that reiterated his point through examples within the D.C. market. If you'd like to read the article, e-mail me at kwats@ufl.edu.

Plus, Jeffrey Ory from Deveney Communication in New Orleans addressed the differences between corporate and agency and brought in his experience with the Louisiana Office of Tourism and other high-profile accounts.

In all, the event was the start of a solid tradition for our Chapter.

Stay tuned for more!

Sincerely,

Kathryn R. Watson
VP of Chapter Development
Regional Activity Coordinator
University of Florida, Alpha Chapter
Public Relations Student Society of America
kwats@ufl.edu

Open House is boring.
 

There it is. I said it. But you were thinking it!

The announcements. The list of opportunities. The introductions. The commi….ZZzzzzz.

Oops! Sorry, I drifted off. As you can see on the right, that's what I want to be doing at every open house.

Yes, sometimes Open House is necessary. In the fall, it’s important for you to know who your officers are and how you can get involved.

In the spring, however, we get to go about it a different way.

WE’RE HAVING FUN.

Our meet and greet Wednesday at 6:30 p.m. will start in the plaza by the Orange and Brew at the Reitz Union. You’ll get useful information about registration (if you need to renew your membership or join), the Regional Activity, and much more. But you can take your packet and put it aside.
Afterward, what will we do?

A. Pool

B. Bowling

C. Arcade games

D. Comedy night at the Orange and Brew.

E. All of the Above

Members are invited to join us in having a fantastic time and letting loose. The first week and a half of school was rough for everyone, but Wednesday we’ll give you a chance to have fun and make friends who love public relations. What’s not to love?

So come out, write something funny on your name tag, and bowl a game with me. After all, we need a break just as much as you.

Looking forward to it!

Sincerely, Kathryn Watson
Regional Activity Coordinator
Vice President of Chapter Development
University of Florida, Alpha Chapter 2009
kwats@ufl.edu