The Medium: Fall 2014

The Medium Volume 24, Issue 1

FALL 2014

#HokiePR

Be resume-ready for summer

IN THIS ISSUE:

If you want a job after college, you need to get an internship. Professionals dole out this advice like a brand ambassador doles out free swag.

Resume-Ready by Sara Lepley, pg. 1 Utilizing Social Media

by Chloe Sikora, pg. 2 @Im_a_Hokie by Shannon O’Dowd, pg. 3 Viral Hashtags of 2014

by Tatum Welsh, pg. 3 PRSSA Timeline by Kevin Williams, pg. 4 National Conference

by Rebecca Robertson, pg. 5 Hot Spots for Campus PR Efforts by T.J. Davis, pg. 6 Member of the Semester, pg. 6 Nonprofit PR Hacks

by Megan Burpo, pg. 7 Fall Agency Tours by Sara Lepley, pg. 8 2014 Editor-in-Chief, Katharina Elberti Copy Editor, Melanie Ford

by Sara Lepley

The why is pretty straightforward: Why wouldn’t employers want to hire people who already know what they are doing? The how, on the other hand? Not so much. Undergrads frequently run into the problem where they cannot get an internship without experience, but they cannot get experience without an internship.

When summer job season rolls around, they find themselves returning to their high school job as a sales associate, lifeguard or waiter instead of snagging a position at a public relations firm.

What they might not realize, however, is that their summer jobs actually serve as fantastic “related work experience” to list on their resumes — if they

word it right, that is.

Below are a few examples of how you can make your work experience, whatever that may be, resume ready.

Instead of: Sold clothing at Free People.

Try this: Effectively promoted products in order to contribute to the bottom line.

Instead of: Protected lives as a lifeguard.

Try this: Developed a crisis communication strategy to administer in the event of rescues or injuries at the pool.

Instead of: Took orders and served food at Ruby Tuesday.

Try this: Fostered twoway communication by listening to customers’ questions and concerns and finding viable solutions.

A useful tip is to look at the keywords listed on the job description you are

applying for and to work from there. For example, Edelman lists “participate in brainstorming sessions when invited by supervisor” as a job description for their internship position.

If you spoke up at a team meeting for your job at Lisa’s Coffee Shop, then you can say something along the lines of “participated in brainstorming with supervisor about changing description of menu items, resulting in more customers purchasing promoted items.” Viola!

You just made your experience resume ready.

Also, including the results of your contributions adds that “wow factor” that makes employers want you on their team.

Applying for internships can be stressful, but it can also be really fun.

By playing around with language and looking at your job experiences through the lens of public relations, you can make yourself stand out whether you have had a PR internship or not. @TriSaratops_23

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The most comfortable, and perhaps the most personally marketable, way to promote your student organization yearlong is through social media. But social media should not simply be used as a second resort because you don’t feel like putting real clothes on or leaving your heated room.

Social media marketing is a highly underrated way to get your message out there. It provides a larger audience than any other tactic, unless that other tactic is writing words in the sky with a plane.

Everyone on your campus has either Facebook, Twitter or both. Picking a highly populated place on campus is a good tactic if you are collecting money or distributing something, but if the task of your organization is promoting an event, you should also plan to get the message out where everyone has the opportunity to see it.

Furthermore, people are more likely to come to an event or donate to a cause if they get the information from a close buddy or the friend of a friend.

It creates less work for the browsing, short-on-time college audience that likely prefers to passively receive information about an event that takes lower priority than homework and eating. Also, if information is liked, favorited, or shared multiple times on someone’s page, it will appear on more individual’s newfeeds.

Consider the ALS Ice Bucket Challenge. This viral summer campaign raised awareness and over $100 million dollars just because people continued to share posts and tag friends to participate. It is a lot easier to ignore the bake sale in

Chapter Statistics

92

total dues-paying members

52

437 new members

front of the academic building than the repetitive philanthropy posts on Facebook.

For those of you who are shy about doing public relations and promoting events for your club: social media is your golden ticket to involvement!

If your club or organization has a page, you can post from the safety of your club’s alias; the majority of page followers won’t even know it’s you. If your club doesn’t have a page, make one for them.

Designing a professional page for an organization to promote events and disseminate messages is a fantastic resume builder. You could also start a-passing-of-the-baton tradition for the social media role, which then makes you someone who delegates tasks and mentors your peers -- both great resume builder, too.

Social media outreach is a highly sought-after skill for jobs and internships. Displaying website savvy and experience with event promotion makes you a highly marketable candidate. Employers are impressed by those who can connect the public with company events, as well as those who demonstrate memorable message creation. Practice through your club and perfect the art of social media outreach. @Chloconutz

clicks to our blog: vtprssa.weebly .com/blog

1

It’s Viral: “Me Me Me”

by Tatum Welsh

by Shannon O’Dowd

by Chloe Sikora

Now that it is getting colder outside, passing out fliers and holding signs on the Drillfield seems to be the least appealing public relations tactic possible. Scarf-wrapped students will likely walk faster when they see you.

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@Im_a_Hokie

Utilizing social media to market yourself Social media is the place to go.

It is here that people can pass along the message as they please and immortalize on their personal profiles. Instead of a one-time encounter, that message becomes a permanent, recurring source of exposure. They can retweet, share, or reblog your message for their eyes, and hundreds of their friends’ or followers’. It’s a constant reminder and becomes a stronger means of access to information.

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Star Chapter Award

8 freshmen sophomores 16 42 juniors seniors 26

2014 has been a year of great change for all aspects of social media. From the increasing success of newer apps such as Vine and Kik, to the popular trend of using social media as a place for personal promotion, there has been considerable evolution within the public networking world.

Do you have what it takes to take over Virginia Tech’s Twitter account?

Each of the 29,000 Hokie students has a college experience unlike any other and now Virginia Tech wants its students to share it through social media. The Twitter Takeover program uses the Twitter handle @Im_a_hokie.

PRSSA’s Kaitlin Reese was able to take part in this opportunity to share her life with the Hokie Nation. When she found out about the Twitter Takeover through a listserv email, Reese jumped at the opportunity to interact with the Virginia Tech community.

no offensive language, slurs, taunting or references or photos of illegal activity. A full outline of the account rules can be found online with the application.

The @Im_a_hokie Twitter account was developed by the University Relations team at Virginia Tech. The goal of the Takeover is to bring real voices to the Twitter account to show followers what it’s really like to be on The @Im_a_hokie tweeters can campus and why prospective students choose which week in the given should choose Virginia Tech. semester they’d like to be featured.

Allowing people to see into the Reese, being a sports marketing lives of people at the campus show intern for Virginia Tech, chose a week prospective students what its current she felt she could tweet a lot about students really think of the university.

Virginia Tech sports—the week of the It also conveys that the community in Miami-Virginia Tech football game— Blacksburg, Virginia is unlike that of in addition to her life as a Hokie. “I other schools. love tweeting about nonsense crap in my life but also about sports,” Reese On top of swaying students to come said. to Virginia Tech, the @Im_a_hokie When aske “why should you take over the account?” Reese simply answered, “Because I’m awesome go check out my Twitter account.”

The week runs from Monday through Sunday at midnight. The @Im_a_hokie account follows different type of students and Virginia Tech administrators. “The interaction I had with students on the account was amazing,” said Reese. “I loved seeing which tweets got the most retweets and favorites out of the ones that I tweeted.”

There are a few ground rules to take over the account. The tweeter is not allowed to promote themselves, friends or companies or sell anything.

As far as tweeting goes, there is to be

account allows Hokies to connect with other Hokies that they may not have met if circumstances were different. In short, Hokies care for other Hokies.

All tweeters for the account are selected through an application process. Hokies wishing to take over the @Im_a_hokie account are to apply online at www.unirel.vt.edu/ web/social-networks/connect-apply.

The application consists of basic personal questions including the applicants Twitter handle.

@shannon94_vt

One of the most prevalent changes is the increase in hashtag trends. The hashtag -- or the # sign -- is a key component to understanding and tracking trends and current topics of discussion.

Used mostly by ‘Generation Y’ -- also known as the ‘Me Generation’ -- social media has transformed from sites for public communication into meccas for selfpromotion. Across medias such as Twitter, Facebook and Instagram, self-promotion is proved through the popular hashtags of 2014. Here are 20 of the most used hashtags of 2014: #Selfie

#Caturday

#Instagood

#ThrowbackThursday (#TBT) #lol

#Love #Freedom

#FlashbackFriday

#WomanCrushWednesday (#WCW) #Me

#NoFilter

#Smile

#WhatIMissMost #SelfieSunday

#Hashtag

#Cute #TransformationTuesday (#TT) #FollowMe

#iPonesia

#ManCrushMonday (#MCM)

These 20 hashtags demonstrate the theme of campaigning for one’s own value, appearance and feelings. However, while these hashtags have been prevalent throughout 2014, perhaps 2015 and the maturation of the ‘Me Generation’ will bring another significant change in social media trend.

@TatumHipp

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PRSSA through the ages

by Kevin Williams

The Virginia Tech Public Relations Student Society of America has become one of the leading Chapters in the nation after its formation 29 years ago. Countless VT PRSSA members have gone on to become professionals in the communications field at companies such as General Motors, National Geographic, the U.S. Census Bureau and more; but VT PRSSA did not become an award-winning chapter overnight. Here is a look back at the growth of Virginia Tech’s PRSSA chapter:

August 16, 1985: The Virginia Tech chapter of PRSSA receives its charter.

1992: On February 29, VT PRSSA hosts Communication Day, a series of workshops led by communications professionals.

PRSSA also campaigned to raise awareness of Solitude, the oldest building on the Virginia Tech campus.

Photo courtesy of career.vt.edu

PRSSA National Conference

The part of National Conference that stood out the most to Virginia Tech PRSSA attendees was the agency tours. For the first

by Rebecca Robertson year ever, conference attendees had the opportunity to participate This year, four members of in an office tour and networking Virginia Tech PRSSA attended at various PR firms in the D.C. the 2014 National Conference in area, learning about agency life Washington, D.C., a city home to directly from company employees. a thriving public relations industry. Some of the well-known agencies Hosted by American University and that opened their doors to PRSSA the University of Maryland, this included Allison+Partners, APCO event from Oct. 10-14 was themed Worldwide, Burson-Marsteller, “Intersections: The Meeting Place Edelman, Hill+Knowlton of Communication and Culture.”

Strategies, Ketchum, Powell Tate, Qorvis/MSLGroup, Spectrum Courtney Edwards, Melanie and the U.S. Navy Office of Ford, Katharina Elberti and Information.

Kaitlin Reese gained valuable

PR knowledge during their time Firm Co-Director Kaitlin Reese at PRSSA National Conference. had a memorable experience The weekend featured sessions touring Burson-Marsteller and about communication topics talking with employees there. such as finding a mentor, chapter During the tour, Senior Director development and working in Keith Blackman spoke about his specific industries like sports career path and how he ended up or retail PR. The conference in his current position. “I love also included a career fair with hearing how people start off after employers from all over D.C. college and end up in the job they

1994: After the death of Matt Hancock, a fifth-year senior, PRSSA invites his

mother to speak about organ donor awareness, which would be the focus of much of PRSSA’s activity over the next few years.

1995: In January, PRSSA held the first annual Images are Everything

workshop so that students could learn the basics of what PR practitioners do for an organization.

PRSSA served as the media relations committee of the Virginia Special Olympics for a third straight year.

In addition, they helped to promote the New River Valley AIDS Walk for the first time.

1996: VT PRSSA wins the Dr. F.H. Teahan award for most outstanding

chapter in the nation. PRSSA president Amy McEwen accepted the award at the national conference in St. Louis, along with a $500 reward for the chapter.

1998: PRSSA holds its annual workshop, now known as Communications

Connections, on March 21. The theme that year was “Going Above and Beyond.”

PR Productions, the student-run firm, worked with Dr. Russell Jones of the psychology department in order to garner participant interest in his latest study.

PRSSA is asked to create the PRSA national recruitment video, which was shown at the national assembly in Marina Del Rey.

Fall 2011: Shelly Whitaker, the public communications manager at Advanced Auto Parts, served as a guest speaker for PRSSA.

Spring 2012: After a few years absence, Virginia Tech enters the PRSSA

Bateman competition and develops a campaign to combat childhood obesity.

2014: VT PRSSA was awarded the Star Chapter award at the national conference.

currently hold,” Reese said. Also, Reese learned about how BursonMarsteller helped Virginia Tech with public relations following the April 16th shootings. “I found it interesting to hear about how they guided Virginia Tech through this process,” Reese said.

Chapter President Courtney Edwards also enjoyed her tour at Powell Tate, a branch of the firm Weber Shadwick that specializes in public affairs. “I think the agency tours added a ton to my National Conference experience,” Edwards said. While touring the office, she had the chance to talk to employees in every department about how they do their job and what they love about Powell Tate. “I love how any PR agency you tour has a unique culture and approach to PR, and Powell Tate was no exception,” Edwards said.

The National Conference weekend was a huge learning opportunity for Virginia Tech’s PRSSA attendees, and the agency tours contributed greatly to their experience. @rarobertson93

Interested in joining? Email courtp19@vt.edu to receive listserv emails, internship opportunities and meeting information.

Website: vtprssa.weebly.com | Facebook: www.facebook.com/VTPRSSA | Twitter: @VTPRSSA Faculty Advisor: Dr. Douglas Cannon | Professional Advisor: Lori Greiner | Local PRSA Chapter: Blue Ridge

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Hot spots for campus PR efforts

by T.J. Davis Here

at Virginia Tech, over 700 clubs and organizations make up our student community. Each has similar communication objectives: to increase organizational awareness, membership or event attendance. While there are many places on campus to campaign, three stand out from the others.

The Drillfield Thousands of people

trek across this campus hub each day, making it the spot on campus with the most foot traffic. On any given day, you will see countless organizations and clubs along the paths -- most notably the Homecoming Court in fall semester. While other schools may opt to just hand out fliers, Virginia Tech students know how to get the attention of their fellow Hokies: food! From doughnuts in the morning to hot chocolate or coffee on the extra cold days, most tables have something to offer passers-by along with their message.

Photo courtesy of career.vt.edu

Turner Place The dining hall

that generates the most sales on any given day is undoubtedly Turner. With some of the best places to eat on campus, students gravitate its way. You can catch many organizations setting up booths at the entrance to attract people. This is a popular spot for Greek Life as sororities and fraternities are able to talk to hundreds of people with tables for “dime war” donations and philanthropy.

Squires The final hot spot is

Squires Student Center. Not only

is it one of the most visited dining places (we all love some Au Bon Pain coffee, don’t we?), but it is also home to classrooms and many helpful student resources. You can always catch organizations, such as Relay for Life, at the desk near the ABP kiosk.

The one thing that all three locations have in common is that they have large amounts of foot traffic. Public relations is all about knowing how to cater to your publics, so going where the people are is a great tactic that most clubs and organizations at Virginia Tech utilize every day. @Tjdavis245

Member of the Semester - T.J. Davis Year and major? Junior public relations major Why did you get involved in PRSSA? I joined in fall 2014 after meeting several members who explained the wide range of benefits and opportunities PRSSA offers its members.

Where do you one day hope to be career-wise? I hope to work for a public relations firm that specializes in helping nonprofit organizations with their public relations efforts and social media outlets.

What has PRSSA done for you? PRSSA has introduced me to many different opportunities, such as internships, social media opportunities, graphic design work and writing for local companies. These experiences have helped me learn more about public relations and how it applies inin a hands-on, business setting. It also offered me many opportunitis to meet public relations practitioners who are knowledgeable in their subject.

What’s one thing you would tell potential PRSSA members? I would tell potential new members that they should join for not only the professional experience, but also for the opportunity to make great friends and memories.

Nonprofit PR hacks

by Megan Burpo

Every company needs PR to drive successes. They need creativity, promotion and, often times, a little bit of recon. Since nonprofits in particular rely on donations and fundraising to keep their organizations afloat, understanding key publics and generating goodwill is a top priority. But how do you stand out among the millions of different organizations vying for the public’s attention?

Here are a few tips: 1. Create a Viral Video Water is Life created a viral PSA called “#firstworldproblems.”

The video portrayed residents of all ages from a small African village stating common sentences that Americans normally tweet as #firstworldproblems. A man standing in front of a shack spoke about how he needed two routers to reach his large house, a woman complained about being too full to finish her sushi, and a child spoke about how annoying it is when mint gum makes her water too cold. This video is a perfect example of something relatable to every American that still creates a deafening message that individuals

are willing to share.

2. Host an Event Hosting a large event is a surefire way to bring attention to any cause and with the possibility of a charitable donation attached.

Hosting a 5K, auction or carnival are common strategies to bring the community together in support of a good cause. However, to be truly successful, create a unique causespecific event to which people can look forward.

The American Cancer Society hosts their Relay for Life nationally once a year. This relay is hosted by university and community groups throughout April and May to raise financial support for the cure. Relay encourages people to stay up for 12 hours walking to demonstrate the commitment to a cure, as well as to gain sponsorship. Promotional fundraisers that lead up to event include hair dying, restaurant percentage nights and speakers.

Although the actual Relay event takes place in a 24-hour period, its spirit goes on the entire year.

3. Differentiate with compelling a message or story Almost every nonprofit benefits a good cause. So how do you differentiate to the public why yours matters? Finding a specific and compelling story to share helps the public to remember the

organization and truly become invested. The Make-A-Wish Foundation often records and publicizes its recipients and their stories. While this may seem simple, every child has his or her own personality, struggle and story behind their wish that people can’t get enough of reading. After connecting with someone’s story it is safe to say that the public won’t just remember you, but will be willing to donate in honor of that special child.

4. Elect a Spokesperson Getting a face behind your cause allows people to associate your organization with a personality.

St. Jude’s Childrens Hospital has famous actors such as Jennifer Aniston and the late Robin Williams on promotional commercials with their children.

If viewers see their favorite stars caring about an organization, they will also be inclined to do so also.

5. Narrow Your Media List Narrowing your reach may also help increase your story’s likelihood of publication. If the New York Times knows that they have exclusive access to breaking news, how much more likely will they be to run it? When the news is big enough, a front page headline may resonate more than a mention in ten papers. @MeganElizabeth

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The 2014-2015 Executive Board [from left to right]: Firm Co-Directors, Kaitlin Reese & Allie Sheets Chapter President, Courtney Edwards Chapter/Member Relations, Hannah Gray Director of Publications, Katharina Elberti Vice President, Melanie Ford Secretary/Treasurer, Stephanie Trager Special Events Co-Chairs, Irene Kilmer & Mary Puglisi [Not Pictured] Social Media Manager, Kasey Kraft

Fall Agency Tours

by Sara Lepley

The Martin Agency strives to “flip perspective on their head,” and combines research and creativity to make brands that last.

If you think every public relations and advertising workplace is the same, think again.

On Nov. 14, 2014, 11 members of the Virginia Tech Chapter of PRSSA toured three companies in Richmond: The Martin Agency, PadillaCRT and the communication and marketing department of the Flying Squirrels minor league baseball team.

The tour enabled us to find out what one cannot learn online, from each place’s work culture to how to get a job.

We first visited The Martin Agency, the advertising agency behind the famous Geico Gecko. The upstairs lobby looked like a chic warehouse, with exposed ceiling painted white and a massive window letting in the sun and the city’s landscape. Where some work places separate workers into offices or cubicle, The Martin Agency had a much more open vibe, inviting group work and brainstorming sessions.

The next stop on the tour was PadillaCRT, a public relations firm that works with many food and beverage clients, as well as Barnes and Noble. With cozy brick walls, a pool table and even a bar, PadillaCRT felt like a mix between a restaurant and your coolest relative’s house. A lifes-size trolley on the first floor—left by the building’s former residents—now houses PadillaCRT’s numerous awards. Upstairs, the team members decorated the outside of their offices with flags from their respective colleges and artwork drawn by their children.

PadillaCRT started the tour with a rundown of the company’s history, Lauren Prociv, strategic planner and introduced us to everyone in the building, and then finished with a a Virginia Tech alum, served as our tour guide. From her we learned the lunch of pizza and salad where we could speak with the workers about story behind some of the agency’s most iconic ads. We also learned that what they do.

Finally, we visited the Flying Squirrels. We received a tour of the stadium ending at the Club House, which functions as a locker room and second-home for the baseball players during the season. There, the members of the marketing and public relations team opened the floor for any of our questions.

Each company also dispensed different advice on how to get a job there. The Martin Agency appreciates when an applicant’s resume reflects his or her personality and stresses that calling “just to make sure,” they received your application is a futile way to get hired. PadillaCRT, on the other hand, admires persistence.

One of the women who spoke to us explained that she got a job simply by showing up every day until something opened up. For the Flying Squirrels, networking makes all the difference.

Want to get an insider look at some of the coolest communication jobs in Virginia? Join us for our next agency tour this spring. @TriSaratops_23