The
PEAK
Weber State University - Ogden Peak Communications - PRSSA
WELCOME!
We are looking forward to another great semester of PRSSA as Weber State’s own Ogden Peak Communications team. While the holiday break was much needed and greatly enjoyed, it is time to get back to work. For spring semester we are so excited to have lots of new faces joining us in class. We will miss all of the great leaders and friends who graduated in December and are no longer part of the team. However, we are confident that the firm will continue to grow as we gain more experience and new members with fresh ideas. We have formed new teams, acquired some new clients, and are ready to make this the best semester yet. A new semester means members moving up into leadership positions. We couldn’t be more excited about the account executives who will be working hard this semester to make our presence known in the community. Junior Shaquille Heath will be working with the Ogden Sweet Spot Bakery located on Historic 25th street. Senior Camille Twitchell will be working with Higher Ground Hot Yoga Ogden, formerly known as Bikram Yoga, also located on 25th street. In addition, senior Thomas Judd will continue the work we started in the fall with one of our favorite clients thus far, The Daily Rise Coffee. The account executives and their teams are getting geared up to provide our clients with implementation of PR campaigns, social media services, and promotion of awareness in the community.
President Tara Smith
Vice President Kirsten Stuart Account Executive Shaqille Heath Thomas Judd Camille Twitchell Advisor Yeonsoo Kim
We will be kicking off the semester with an opening social for all the team members. We plan to have the social on January 29th and hope for all team members to come and get to know each other. Put this on your calendars, there will be more information to come. While we are excited for Dr. Kim to have an opportunity to teach back East, we are sad that this will be her last semester as our advisor. We hope to work hard and make her proud of the time she worked with WSU’s chapter of PRSSA. We want to make this semester one she will remember! We’re glad you’re joining us for an exciting semester. We hope to create more awareness of the firm on campus so that Ogden Peak Communications can continue to grow. Get ready to work hard!
Wishing you all a fabulous semester, Tara & Kirsten
VOLUME II January 2014
INTRODUCING:
SPRING 2014 CLENTS Sweet Spot Bakery is the newest destination for sugarholics in Ogden. Opened by two best friend bakers Veronica Garcia and Lori Stowell on September 20th, 2013, things are going great for the duo. Sweet Spot offers any yummy treat you can imagine, from pies and brownies to peanut butter bars and cupcakes. Sweet Spot also offers custom cakes for any occasion. If that isn’t enough for you, the bakers will take special requests if the treat of your longing isn’t on hand. Sweet Spot is excited to be a part of the Ogden community, especially with their 25th st. location. We are so excited to broaden their awareness and help them dig deep roots in the Ogden area. Higher Ground Hot Yoga, formerly known at Bikram Yoga, is located on historic 25th Street in the heart of downtown Ogden. Bikram Yoga is a very specific 90-minute series of 26 yoga postures and breathing exercises taught in 105 degree heat. Each pose is a different challenge to every individual, and is based on personal abilities while addressing a certain area of the body. Since opening their doors, Higher Ground has helped hundreds of individuals strive for success mentally and physically. They offer classes every day of the week with a variety of different class times. The instructors make their studio different from others in the area. This type of yoga really is an exquisite and unique experience for all and we can’t wait to start working with them. The Daily Rise Expresso is a one of a kind, Wasatch Front local coffee drive thru that prides itself in creating long-term quality relationships within their company and their community by consistently serving the highest quality product in the most convenient way possible. Recently, The Daily Rise has gone through several changes to include a rebranding, the creation and implementation of their new website, a public opening of their roastery, and the launch of their cold brew coffee at Snowbasin Resort. Owners Jeff and Beth are very excited about the upcoming semester and have big ideas in mind. The Daily Rise has been a client of Ogden Peak Communications since the spring of 2013. The uniquely fast and friendly coffee stop has two locations; one at 2865 Washington Blvd in Ogden and another at 1985 W. Antelope Dr in Layton. We’re excited for the opportuity to be working with them for another semester.
STUDENT SPOTLIGHT Shaquille Heath
Age: 20 Greatest Success: Internship with Shabby Apple Favorite Movie: The Devil Wears Prada Favorite Food: Italian Emphasis: Marketing Shaquille realized she wanted to go into communications when she took the Small Group Communications class her senior year of high school. Something clicked inside when she realized how much she enjoyed the class and could see herself pursuing a path in the field. Once she started at Weber State she had the opportunity to narrow down her emphasis. “I did some research and realized that what was so interesting, was the public’s part. I love knowing that I can help my client in the right direction and make sure the public’s voice is heard.” Shaqille is especially inspired to attend and graduate college because she will be the first in her family to do so. Growing up she learned that no matter what life circumstances are thrown your way, you can dive through and succeed. She explains, “All it takes is some motivation and dedication… and maybe some ice cream.” “When I’m not doing school work I like to read blogs,” she says. “Some of my favorites are CaraLoren, Bake at 350, and Pink Peonies.” She says she loves baking and fashion blogs because she can explore her interests from other perspectives. Anyone who knows Shaquille knows she stays current on fashion trends and loves to try new recipes. When Shaquille indulges in guilty pleasures you can probably find her watching reruns of Scandal and American Horror Story on Saturday mornings, only to get out of bed for a bowl of cheerios. She looks to Mindy Kaling as a role model as she works towards her goals. “As a woman of color she has dominated a white man controlled industry and become one of the top names in her field. A feminist at heart, I hope to follow Kaling’s lead in the PR industry.” After graduation Shaquille hopes to find a job that will allow her to merge her interests in PR and event coordinating. She hopes to do this in New York City. If she continues on with the mind frame and dedication she has now, we’re positive she’ll make it there.
Spring 2014 Executive Board I’m Tara Smith, and I’m excited to be the chapter president of PRSSA/ OPC during my final semester at Weber State. After graduating, I hope to find a job in communications within Intermountain Health Care, where I am currently working and doing my internship. I love to go to the movies with my husband or watch our favorite shows on Netflix. I am addicted to fashion and chocolate. I love that I have gained PR experience, invaluable lessons, and new friends through PRSSA. I’m Kirsten Stuart, vice president, and I will be graduating in the Spring of 2014. I spent 20 years in my former career before realizing that I was no longer happy in management. I will graduate with a BS in Public Relations and Advertising w/ an emphasis in Marketing. When I’m not working or in school, I volunteer with animal rescue and enjoy hiking with my dogs. Although I rescue any animal in need, my passion is advocating and rescuing pit bulls. My hope is that one day, shortly after graduation I can do public relations in the non-profit sector, my dream, to do so within an animal rescue organization. I am Camille and am excited to finally be a senior! I am a PR and Advertising major with an emphasis in International Relations. I am set to graduate in December of 2014. I want to someday see the world and see what other cultures are like, that is why my sister and I are planning a backpacking trip through Europe after I graduate. I am a huge dog lover and would love to work with rescue animals someday. I joined PRSSA because it is an exciting opportunity to grow as an individual and as a student. It is also a great way to meet students who have the same interests as you do. I am always up to learning something new and am excited for this semester! My name is Shaquille, but you can call me Shaq. I am a Public Relations major with an emphasis in Marketing. My goal is to become an Event Coordinator in New York. This is my third semester in PRSSA and I love it. Being an Account Executive is really exciting and scary at the same time, but I am positive that it will be so insightful and fun. I joined PRSSA to get a better understanding of PR and to gain some real life experience. I was able to do that last semester with our client Weber Pathways, by assisting with the construction of a brand new event. I am excited to be working with Ogden Sweet Shop Bakery this semester. I am hoping that will the help of my team, we can expand their customer base and increase their awareness in Ogden. I’m Thomas Judd, a senior majoring in public relations and advertising with an emphasis in marketing. I am very excited to spend my final semester of college as an Account Executive for Ogden Peak Communications. I joined the Weber State chapter of PRSSA in the spring of 2013 to gain hands-on, in-the-field experience that would potentially give me an advantage over other PR hopefuls when the post-college job hunt begins. This semester, I hope to grow the fan base and clientele for The Daily Rise Expresso through community events and social media promotions. After graduation in April, I look forward to finding a career in event management with an exciting and socially responsible company.
PR Tactics Every New Practicioner Should Use By Trevor Cahoon, PRSSA Member
One day you will be sitting at a desk with a fresh name plaque telling the world that you have arrived. From this point forward it is your sole mission to build a mutually beneficial relationship for your client and its publics. With this daunting task ahead this article will outline some important tips for the entry-level Public Relationship Practitioner. Become extremely familiar with the client or company. To become effective at your new position it is imperative to become familiar with the client or company’s core values and general procedures. This can be make or break with your ability to perform your assignments. Familiarity can establish you as a valued member of the team because of your dedication and knowledge. If you disagree don’t be afraid to voice your concern. Too often new employees feel that it is not their place to contradict the majority opinion. Do not be caught in this spiral of silence. Having a wellgrounded opposition will show your desire to take care of the client or the company. Giving your input once could lead to your inclusion in future discussions. Be true to yourself. Keep in mind you were hired because your specific talents and abilities are needed. You were not hired because the company wants to change you. Now is a better time than ever to know that others will like you just the way you are. Its not just something parents say to make their children feel better. Set goals just outside your comfort zone and achieve them. Making yourself stretch will not only help you grow but will influence others around you. You can become the role model for your dedication to yourself and the team’s task. Employers have no greater joy than to see their team succeed. Tell the truth. There are multiple times that you will need to tell the truth. Your client, company, team, press, and publics all deserve information that is honest. This doesn’t mean you need to tell everything you know, but if it is important to share do it. You can create your own PR crisis when the lies begin to spread. Starting off correctly can help solidify your position and launch your career giving you more opportunities to expand your influence. For more information on entry-level PR tactics see “Pack of Career Tactics” on PRSA.org.
- INTERNSHIPS Need help finding an Internship? The Communication Department webpage is a great place to start. The webpage has many opportunities from several different businesses in Utah with a variety of subject matter. www.weber.edu/communication/
Uh-Oh, @SpaghettiO’s! By Thomas Judd, Account Executive In the ever so visible Twittersphere, a company that most people have grown up knowing and loving unintentionally made a blunder by capitalising on an internationally known day of reverence with an opportunity for product advertisement. On December 6, the night before the 72nd anniversary of the attack on Pearl Harbor, the SpaghettiO’s brand, which is owned and operated exclusively by Campbell’s Soup, tweeted an image of their beloved circular mascot proudly holding the American flag with the caption, “Take a moment to remember #PearlHarbor with us.” Within hours, the company received over 5,000 retweets and mentions filled with ridicule and disdain. The majority of the responses claimed that SpaghettiO’s was trivializing and capitalizing on an infamous event that is very dear and still fresh to many Americans.
As controversial tweets usually do, the tweet and its mass responses spread rapidly before SpaghettiO’s had the opportunity to proactively respond. The tweet was deleted the following morning and SpaghettiO’s issued an apologetic tweet reading, “We apologize for our recent tweet in remembrance of Pearl Harbor Day. We meant to pay respect, not to offend.”
Once the damage is done, it’s difficult to respond to the criticism without seeming like you’re irresponsibly backpedaling in hopes of trying to save face. The most important things to do when placed in a situation like this is: 1. Stay calm. Don’t give in to your temptation to reply to all of the hasty and irrational responses with equal irrationality. If responding is necessary, remember to keep your cool; watch your language and sarcasm. You are the current face of the company. 2. Own up to it. The damage has been done so take full responsibility. In this situation, SpaghettiO’s did the right thing by acknowledging that what was done was wrong and issuing an apology. By owning up to your mistakes, you’re letting your publics know that you’re listening and taking action. 3. Take note. If you find yourself in a similar situation on future days of reverence, you should probably step away from the keyboard for a while. As current and potential PR professionals, it is important to understand the various elements that can come with crafting a clever tweet. In this case, one would suggest the review of the company’s tweets amongst a group of social media savvy people before the tweet is sent out. When dealing with a reverent event, it is important to make sure that your message is respectful and solely about the event. You have roughly 365 days and countless opportunities to wave your company or product’s flag, today’s not one of those days. As for the SpaghettiO’s brand...December 6th, 2013 is a date which will live in infamy.
Weber State PRSSA
@WeberPRSSA
www.weberstateprssa.com
How to Make Your Writing Stand Out By Chelbie Hunger, PRSSA Member
First things first: practice, practice, practice. This seems like a given idea but it’s something that tends to get pushed to the side when we become even semi comfortable with a specific task. This is a crucial step for becoming good at anything. The more you do something the better you get at it, the more you write the better you become. It is a simple idea but it is necessary for success. Second tip is to organize your thoughts. Organize them at least enough to begin writing out thoughts, jot down some ideas and figure out what points you want the audience to be left with. Use the rule of the five W’s to help organize your reasoning: who, what, where, when and why. Sometimes Impromptu writing is great but you have to have something to start with, so brainstorming before sitting down to write is helpful for the writing process. The third step is to keep in mind that the world is ever changing, including the proper grammatical ways in which we communicate. Staying up to date is important to being a desirable employee and to keep your credibility intact. Always have an AP stylebook on hand. This will help you to stay relevant and moving forward for reasons like standing out. Fourth, have others read your writing. Become familiar with being critiqued and allow for feedback, good and bad. Also, find your voice. Many people call it a style of writing that is best for you and that is your own. This is encouraged to be able to accept that not everyone is going to agree with you. This opportunity may be taken to see where some improvements could be made. Fifth, learn from other good writers. No one has ever become good on their own. Read other peoples work and learn from it. Read bio’s to see what they did to become a sought after writer. If possible pick their brains for help and insight into their success. Don’t forget to thank them and be grateful in your doings. Sixth, realize that there is always room for improvement. Continually strive to do better work. Take time to actually write, and do it frequently. Remember why you are writing, what it is for and how it will affect others.
2/10/14-1/21/14 PRSSA/OPC Recruitment Week Union Building
Come by the PRSSA/OPC table and see how you can be involved and take your PR skills to the next level
2/14/14 Graduation Application Deadline
If you’re a senior graduating this semester this is your last day to sign off and have your name printed in the commencement program
UPCOMING EVENTS
5/15/2014 PRSA Spring Conference
Sign up as a student to get a discount on this awesome learning and networking opportunity