Want To Be Successful in PR? Be Social.

Social media has only flourished in the last 10 years, and because of its capabilities, it has been welcomed with open arms in the public relations field. The impact it has had on PR cannot be underestimated. It’s impact in PR due to its abilities to improve communication, establish a brand image, organize a campaign, among many others, often seem to be overlooked by those who rely on public relations and how they utilize social media. But the way public relations professionals operate their businesses today could not be done if it wasn’t for the way social media has greatly impacted our lives and the lives of everyone around us. 

Social media’s ability to improve communication is often taken for granted. PR professionals need quick access to information about their target audiences and consumers, and social media can provide it for them. In the case of crisis response, it’s vitally important that brands are also quick to respond, which was reported by PR News in a survey they did of more than 400 PR executives. Social media also allows direct communication between brand and consumer; “It’s not just a place that allows you to communicate with your consumer; it lets your consumer communicate with you.” (para. 7) Doing this allows an opportunity for brands to gather important information about their audience and who engages with them on the daily, but the gathering of this information allows PR professionals to know who they’re working for and what to research so they can do their job that much better. All parties involved only benefit when proper social media communication is practiced. 

Maintaining a brand image is also something made exceptionally easier in our age of social media. The job of a PR professional usually surrounds the image of the brand or company they are hired by. Social media allows quick access to data about the current brand image and what the respective PR firm can do to improve it. The relationship between a brand’s overall image and their social media can be clearly determined, so it is vital that it is properly maintained. “Social media has made things transparent as it reveals the good, bad or ugly regarding a brand which can get viral easily through shares” (Ansari, 2019, p. 6). While maintaining a positive brand image is important, Ansari et al. mentions that anything can happen for a brand regarding social media, so crisis management is also important. It’s a jungle, and one can easily get lost. 

Nowadays, campaigns are most prominent on the internet. It’s normally how word about them spreads, through shares, likes, and tweets. TV ads are a good way to give a “vibe” to a campaign, but people are more likely to engage in the campaign if they’ve seen it online, via a post through the brand’s official pages or an ad on a social media site. PR professionals often opt for campaign awareness via social media, especially in more modern times if their target audience is millennials or younger. It’s a great way to ensure most people get the message of their campaign, or at the very least that it’s happening at all. Social media has risen through the ranks as the thing that now connects most of the world, with more than 3.5 billion people logged online as of 2019. Because of this fact, it is arguably the way to reach the public (especially given recent times). Given any company that is thriving today, chances are they have a social media presence, meaning that PR professionals are having a field day when it comes to ease-of-access for communication, brand image, and campaign awareness for these companies.

REFERENCES

Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administration Insights2(2), 5-10. https://doi.org/10.31580/jpvai.v2i2.896

The Tide Pod Crisis

Late 2017 saw the emergence of the Tide Pod Challenge, in which teenagers attempted to eat the liquid laundry detergent pacs, allegedly because they looked edible. Obviously this proved very dangerous, as doing so can cause vomiting, breathing difficulties and loss of consciousness.  Tide’s stance on the crisis? Basically, they didn’t take one. There’s only so much a company can tell teenagers to do, without recalling and discontinuing a product entirely. They simply gave warning after warning about the product on social media when the crisis was happening, but also on the actual containers the pods came in. In a crisis, there are many different routes you can take in order to address a problem, and Tide really did their best to follow a crisis communication model in every way they could. The ways in which they took responsibility, how they monitored the situation via social media, the way they were honest about their product, and how they put the public first (Wilcox et al., 2016) are all honorable ways that Tide handled the Tide Pod Challenge crisis of late 2017/early 2018. 

Tide took responsibility. In the midst of the PR crisis in 2018, Tide took to their social media and responded in real time to people on Twitter who claimed they ingested the pods. Tweets such as this one streamed from the official Tide Twitter account, repeating the same guidelines as to what one should do should they ingest a pod. Tide also provided resources via this method, telling people to contact the Poison Control Center and also providing their own number for customer service help. They also went the extra step in working with different social media platforms to “remove harmful content that is not consistent with their policies.” In responding in real-time and providing people with the best available resources, along with working to make sure the harmful content didn’t see the light of day, Tide took responsibility for a PR crisis stemming from their own product. Not once did they ever say that because they didn’t start the crisis was it not their fault. 

They kept track of the situation and responded in kind. Obviously, a situation such as this in which people are being physically harmed warrants a quick response from the company responsible, and Tide did not disappoint. In the midst of the crisis, Tide tweeted out this tweet reiterating that the pods once again should not be eaten, but also included a video by New England Patriot Rob Gronkowski, simply repeating Tide’s message: “Use Tide Pods for washing, not eating.” By posting a simple video message and not endlessly repeating themselves on social media, but simply stating it via someone who is looked up to by the target audience (the teens looking to do or the teens who have already done the challenge,) Tide is able to drive home the ‘less is more’ approach to the crisis.  

Tide was transparent and honest. They outlined what their product could do in very simple terms should it not be used the way it was intended. The CEO of P&G (Tide’s parent company) remarked the challenge to be “extremely concerning” and “dangerous”in a blog post in the midst of the challenge. “They didn’t want people to do this and they didn’t need any more publicity – but now they’re doing all they can (to discourage the challenge),” said the chair of the marketing department of Miami University at the time. When a company is transparent like this during a crisis, it puts them in a place of humility, where the public is less likely to criminalize them. When Tide disclosed as much as they can about the danger of their product, there’s only so much they can do to a point in order to completely stop the Tide Pod-eating trend. 

They put their customers first. The first iteration of Tide Pods came out in 2012. Immediately, there were reports of small children getting their hands on them, so Tide responded by creating a double-latch lid to deter the children from being able to access them. When the popularity of the challenge was at its peak, Tide responded to people in real-time on Twitter, advising them on what they should do if they ingested a pod. They tried their best to advise consumers of the dangers of their very popular product, and help those that their efforts did not reach by improving their product and making it as unappealing as possible. They reacted quickly and took responsibility for the fact that their product may have looked delicious, but consuming it would elicit a feeling that is anything but. 

As soon as they released their product, Tide listened to the concerns of the consumers and changed the product accordingly. “Speaking publicly about lessons learned is a major corporate step toward obtaining public… forgiveness,” (Lukaszewski, 2016) and Tide acknowledged their wrongdoing. When misuse of their product grew out of control, they made public statements and prevented encouraging behavior of this misuse. When it comes to crisis management, and in a case like this when the crisis was ultimately out of their control, Tide took proper action to correct the situation as best they could. As a result of their efforts (or possibly just the natural pattern of internet trends,) the Tide Pod challenge soon died off. 

References

Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2016). 10: Conflict management. In Public relations strategies and tactics, Updated 11th edition (11th ed., p. 182). Pearson.

Lukaszewski, J. E. (2016). Seven dimensions of crisis communication management: A strategic analysis and planning model. Ragan’s Communication’s Journal, 19.

The Search for the Need of Research

Research is a pillar of public relations. There are others, but research is the first that should be learned by all PR professionals. It is the gears that help it begin turning. It is the key turn to start the ignition. It is opening your eyes to start your day. But enough metaphors. It is a vitally important thing to learn if one wishes to be successful in PR.

Along with being a “pillar” of PR as was previously mentioned, research has pillars of its own. A person, brand or company must ensure that the research they do is two things: reliable and valid. Doing so will prevent a slew of embarrassment for said person/brand/company when they are doing, say, a press release, for example. Making sure the sources gathered in the research for a press release are up-to-date, valid and reliable is arguably the most important thing a PR professional can do to prevent such embarrassment. The more one knows how to do so, the more one can prevent it from ever happening, so learning how to do research first before anything else is something a PR professional should prioritize when studying the field. 

Research is “the systematic gathering, analyzing, and evaluating of data.” There are different types of research, obviously, but one can dumb it down to gathering raw, unfiltered data, analyzing what it means, and evaluating it to make it something anyone would be able to read and understand. The ability to do quality research would put anyone ahead of anyone else not as skilled in the area for a public relations job, any day. “Without research, professionals are… reduced to taking, at best, educated guesses regarding the problem…”, meaning that the people meant to conduct research at PR firms wouldn’t have any information to give. There would be no sources backing up claims, and all these firms would be doing is grasping at straws. Solid, reliable information is needed to give to the public, as people base their lives around this information. Again, vitally important to learn for a public relations professional. 

There has never been a better time to learn such a trade than the era we are fortunate enough to live in now. With unlimited resources at one’s disposal, there is no longer an excuse not to do a thorough job of research, as well as do it in such a way that reflects quality for the person/brand/company you’re doing it for. It has never been easier to learn and then delve into the different aspects of a research project, such as the initial problem, the information needed to address the problem, how to state the results of your research on the problem, etc. To put it another way, “research is critical to establishing the goals and targets of a campaign and for measuring the outcome and whether the goals and targets have been met and how well.” 

There are many important facets to research that one must know should they want to be good at it. It must be reliable as well as valid, or be learned in way that conveys quality over anything else so it becomes a valuable skill for the person learning it. The fact that we have multitudinous resources at our fingertips nowadays is a fact that should be realized and respected, and then one wanting to learn research should take great advantage of that fact. As Arthur Robinson from Varascope.com puts it, “Research is getting more evolved and sophisticated day by day and will be able to offer reliable solutions to PR problems.” It is more than a pillar of public relations; it is part of the foundation.

Why Should You Care About Public Relations?

To put it into simple terms, public relations can defined as exactly what it sounds like: relations to the public. At first it seemed easy to understand, but it’s easier to see now that there is much more to the term. If you had to boil the definition down into a couple of words, though, it sounds like the words “public relations” seem to be a good jumping-off point. To sum it up, though, public relations is the field of making sure something is accessible and comprehensible to the public and the public eye.

A lot of public relations seems to deal with what people see, but what people usually can’t see is how what they’re seeing came to be. In other words, a lot of PR work is behind-the-scenes, working to bring about something that is very much in front of the scenes. A public image doesn’t usually have a face (or it can, in some circumstances,) but the countless people behind said non-existent face definitely do. Many, many people work, day-in and day-out to bring you, the consumer, a brand image you’ve come to love for many of your favorite ones.

The hardened, determined face of Nike that brought about social change in the form of Colin Kaepernick kneeling during the national anthem? Someone who works in PR likely made the decision to use him in their campaign. The seemingly accepting face of Dove when they launched their Real Beauty campaign way back in 2004 that criticizes the beauty industry for putting a façade over nearly everything put out into the beauty world? Yes, the public relations team over at Dove decided on that as well. Everything you see when it comes to how a brand looks or makes you feel, is due to the work of people who work in public relations. Despite their importance, many don’t seem to consider that it the work of the PR industry that is able to give us the brands that we know and love.

Difficult circumstances have arisen for all over the last half-year. Some have definitely fared better than others. As the COVID-19 death toll reaches nearly 900,000 since the outbreak in the beginning of this year, there doesn’t seem to be an end in sight. We must remain wearing masks in public places and refrain from gathering in large groups for the foreseeable future. This has become our new normal. However, people are nothing if not adaptable, and the PR industry is one such group of people that seems to have adapted remarkably. PR professionals have been able to get on with their lives and adapt in even these extreme circumstances, still servicing their clients and representing their brands as normal (Barrett, 2020). Of course, many of these professionals most likely have fared with some luck involved, but the field in and of itself is also just an adaptable one. As millions of people are doing nowadays, working from home has also become a new norm and the Ad & PR industries seem to be no strangers to it. People are adapting and attempting to do so as best as they possibly can, and fortunately, public relations is a field that is thriving despite people under these conditions.

As previously mentioned, public relations is a field meant to give a face to the brands we know and love. An important part of popular culture as we know it, public relations enables what pop culture looks like to us, and arguably, can be considered the backbone of making it what it is. The efforts of public relations “create, promote and amplify [people’s] pop culture experiences” (Fitch et al., 2018) so there’s no doubt that what goes on behind the scenes and what people don’t know about has unknowingly influenced generations of people.

Once again, public relations can be described simply as exactly what it says it is: relations to the public. PR is “the one function…that is positioned to step up, take a leadership position and have the greatest impact on company reputation during [a difficult] period” (O’Neal, 2020). It is a field that puts the face on the brands you know and love. It thrives despite hard times being hit. It influences people’s view of the world. The role of public relations cannot be undermined. THAT is why you should care about it.

 

Works Cited

 

The Power of Design

joe gebbia

npr_ted_podcasttile

“We’re drones…. accepting these design flaws that don’t improve our lives.”

I got the chance to listen to a podcast that didn’t sound all that fascinating at first. It’s called “The Power of Design” by TED Radio Hour, and it details three important aspects of design in the modern world and their importance in all of our lives. Before the podcast, I sort of thought that the world of design was kind of just one thing, which is ironic since I want my future career to be based somewhat around design. But there are so many different aspects to design, so many that everything that’s ever been man-made, has an aspect of design to it. The podcast details a couple different aspects of the design world, including electronics and architecture, and a very popular travel website. The podcast overall was funny, insightful and entertaining. There was music playing in the background, and there were multiple interviewed guests so as to keep your interest. With a subject only a certain number of people have immense interest in, they manage to keep your interest with new and interesting points made every couple of minutes. I never truly lost interest when listening, and there was always something to take note of.

As for the ads, some of them were relevant, some of them not. The first was American Express, a credit card company, which I didn’t think was totally related. Then again, this podcast is by TED Talks, and American Express could come from Technology category of the name TED (Technology, Entertainment, Design). The second sponsor was the Michigan Lottery, which is NOT related to NPR, probably only sponsoring the podcast due to the big name it’s attached to. One of the last advertisements was for an Amazon Prime Original Series called “Lore” which is a horror series that allegedly explores different myths and legends. I love reading about the supernatural and different ghost stories and such, but the fact that this ad was attached to this specific podcast episode and I just happened to hear it must have been a coincidence. Myths and legends doesn’t have a lot to do with the power of design. This podcast was anything BUT creepy, so this ad doesn’t really fit. Possibly including ads for NPR itself or detailing TED talks more for people who are listening to the podcast but unfamiliar with them would go a longer way for the station trying to include advertisements in their episodes.

The podcast detailed different fields of design as was aforementioned, and there were several people interviewed. The two that stood out to me the most was first, a man named Tony Fadell, who is probably most known for being a major player in the design of a *little* device called the iPod, and he mentions that everyone has the potential to transform the world around them just through the power of design. A man by the name of Joe Gebbia was also interviewed, who’s name isn’t super recognizable, but his company definitely is. Gebbia revolutionized the modern way of travel when he and two of his friends founded Airbnb, a company who’s success makes sense now, but once Gebbia breaks down the logistics of the company and what he originally pitched to investors, you think, “Yeah, why did this company take off the way it did?” And the company took off because Gebbia and his friends asked themselves one question: is it possible to design for trust? Because he points out that a fundamental belief that most of us had instilled in us from early childhood is the notion of “stranger danger”, and how they had to build their company on the foundation of people letting complete strangers into their homes. Once they were able to create a well-designed reputation system that they pointed out was the key for building trust, then they were able to see the company flourish.

Good design is a need for any company trying to make it big or trying to stay big. Good design is founded in trying to capture a viewer’s attention and keep it, either in a good way or a bad, and these days, the line that divides those is very thin. Personalization is a key part of design, but how do you make something that seems personal to millions of people? Design is not only an art, but a philosophy, and the best designers and most successful people have realized this and capitalized on it. Design has a power nothing else does, and the more people realize this, the more understanding there will be of this abstract concept.

Podcast Episode: https://open.spotify.com/episode/3ziIj77LchKRkeqm44UAIk

A Possible Career Outlook

Social Media Coordinator

Company: Digital Limelight Media (DLM)

Link: https://www.indeed.com/cmp/Digital-Limelight-Media/jobs/Social-Media-Coordinator-96af76a52496f84a?sjdu=QwrRXKrqZ3CNX5W-O9jEveyKMGbi7h6SG6Um4sc6RErGp4Uer1njATWdkZ09ws18OC-1bKZtoaMKThpi7oog1t64hhPzUNY-uVqwbukbaLg&tk=1cpses61tafp3804&vjs=3

Skills/Requirements:

  • Proven work experience as a Social Media Copywriter or similar role
  • Hands-on experience using various social media platforms to advertise
  • Ability to deliver creative web content (text, image, video)
  • Excellent communication skills
  • A degree in (or working towards) Marketing, Communications or relevant field

Preferred but not Required:

  • Track and report on social media insights (traffic, engagement, shares, conversion rates) is a plus
  • Solid knowledge of SEO, keyword research and analytics tools (e.g. Google Analytics) is a plus
  • Familiarity with online paid advertising

Action items to become a stronger candidate:

  • I will get my Google Analytics Certification this year in my CAP 105 class.
  • I will continue with my degree in Advertising & PR with an emphasis in Advertising, taking core classes related to this job such as CAP 210 and 220, along with CAP 413 among others.
  • I will do an Internship in Advertising & PR hopefully by my senior year (2021-2022)

 

Social Media & Digital Marketing Specialist

Company: Lake Michigan Credit Union

Link: https://www.monster.com/jobs/search/?q=Advertising&where=Grand-Rapids__2C-MI&intcid=skr_navigation_nhpso_searchMain&stpage=1&page=2&jobid=38c5391a-c058-4826-b8d5-d91d96c7a600#detail

Skills/Requirements:

  • One to three years of similar experience, coupled with college degree
  • Working knowledge of graphic design fundamentals/principles and in formatting graphics for social media purposes
  • Familiarity with emerging trends in social media and a desire to innovatively advance LMCU social media presence
  • Passion for developing fun and interesting content ideas for target audience

Action items to become a stronger candidate:

  • I will continue with my degree in Advertising & PR with an emphasis in Advertising, taking core classes related to this job such as CAP 210 and 220, along with CAP 413 among others.
  • I will gain extensive knowledge of social media management tools such as Hootsuite, Google Analytics, among others required by the employer by taking classes pertaining to my major (CAP classes).

 

Design Manager

Company: Spotify

Link: https://www.indeed.com/viewjob?jk=5d92e0603333e2aa&tk=1cpsj5nolafp5802&from=serp&vjs=3

Skills/Requirements:

  • Practical management experience
  • Experience hiring product designers
  • Domain experience with adtech
  • History working with other Design leaders, Product Managers

Action items to become a stronger candidate:

  • I will continue with my degree in Advertising & PR with an emphasis in Advertising, taking core classes related to this job such as CAP 210 and 220, along with CAP 413 among others.
  • I will possibly take courses pertaining to Public Relations as well, such as CAP 220 and CAP 321, possibly even change my emphasis if need be.

 

Content Specialist, Social Media Marketing

Company: Victoria’s Secret

Link: https://www.indeed.com/jobs?q=public%20relations&l=New%20York%2C%20NY&vjk=c7d0f70e3b33a7b1

Responsibilities:

  • Concept, launch, manage and publish social media activities on Facebook, Instagram, Snapchat, Pinterest, Twitter, YouTube, Spotify mobile and other relevant emerging technologies, with a focus on live and in-the-moment content
  • Work in conjunction with the team to create engaging and fresh strategies for existing social media outlets, thoughtfully expand social media ecosystem, and utilize the newest platform features and tactics available
  • Drive content planning, asset management and trafficking, paid media content management
  • Maintain a deep understanding of the female consumer (sweet-spot being the 24 yr old woman), which includes her shopping habits, cultural interests, speech and use of technology
  • Track and monitor the effectiveness of social initiatives (i.e. reach, relevance and influence) and provide actionable and insightful reports for leadership teams

Skills/Requirements:

  • Bachelor’s degree in Marketing or related field
  • 5-7 years of digital marketing or social media management experience
  • Some experience with a major consumer brand (agency experience acceptable)
  • Experience with managing social communities (e.g.> Instagram, Facebook, Twitter, Pinterest, Snapchat, YouTube)
  • 3+ years in photo and mobile video content creation
  • Social copywriting and editing abilities

Action items to become a stronger candidate:

  • I will continue with my degree in Advertising & PR with an emphasis in Advertising, taking core classes related to this job such as CAP 210 and 220, along with CAP 413 among others.
  • I will possibly take courses pertaining to Public Relations as well, such as CAP 220 and CAP 321, possibly even change my emphasis if need be.
  • I will take a Film and Video course to learn more about that type of content creation, since that’s a part of the job.
  • Gain certifications in Google Analytics, Hootsuite, HubSpot, etc. or other social media management tools pertaining to the job itself.

 

Campaign & Creative Manager

Company: Amazon

Link: https://www.indeed.com/jobs?q=advertising&l=New%20York%2C%20NY&vjk=b21f3b2f3468a1fb

Skills/Requirements:

  • expert on Amazon Advertising’s policy, process, creative services and retail business
  • diving deep on creative data, recommending creative testing, and providing creative insights to our advertisers
  • Project managing the execution of sold advertising campaigns with internal Design, AdOps, Sales, Quality Assurance and Account Management teams
  • Bachelors’ degree in Marketing, Advertising or related field
  • Digital advertising experience and understanding of related ad specifications, file formats and technologies
  • Experience with MS Office, Photoshop, HTML5, Rich Media, and Salesforce

Action items to become a stronger candidate:

  • Take classes that detail the listed programs such as Rich Media and Salesforce, as well as take coding classes or join a club at the university
  • I will possibly take courses pertaining to Public Relations as well, such as CAP 220 and CAP 321, possibly even change my emphasis if need be.

 

Social Media Associate

Company: Williams-Sonoma, Inc.

Link: https://www.indeed.com/jobs?q=social%20media&l=New%20York%2C%20NY&start=20&vjk=c9d1f75ee355943b

Skills/Requirements:

  • 2-4 years professional experience, media industry experience a plus
  • Excellent social/blog writing skills + visual editing skills
  • Experience with various publishing tools and analytics platforms
  • Strong self-starter with ability to recommend and initiate work with minimal direction
  • Ability to prioritize and follow through with strong attention to detail
  • Strong interpersonal and written/verbal communication skills; ability to thrive in a cross-functional, team-based environment
  • Proficiency in Adobe Creative Suite with an emphasis on Photoshop + Premier
  • Results-focused approach and able to meet creative and production deadlines
  • Knowledge of platforms and analytics tools including blogs, Facebook, Instagram, Twitter, Pinterest, YouTube, Giphy + more
  • Retail and/or customer service experience a plus

Action items to become a stronger candidate:

  • I will continue with my degree in Advertising & PR with an emphasis in Advertising, taking core classes related to this job such as CAP 210 and 220, along with CAP 413 among others.

 

Creative Presentation Coordinator

Company: Ralph Lauren

Link: https://www.indeed.com/jobs?q=design&l=New%20York%2C%20NY&start=10&vjk=ba80ad6fd68cf7bc

Skills/Requirements:

  • Execute interior/window changeovers and installations for stores, including production of any interior sets, on-site prop handling, prop placement and rigging.
  • Execute daily interior set maintenance for stores, including: repositioning mannequins, re-propping, re-merchandising and sourcing alternative product for interior presentations.
  • For each installation, take responsibility for assisting in procuring and compiling creative and aesthetic elements for windows, including: wallpaper, paint, rugs, fabrics, lighting and decorative prop elements.
  • Communicate on a regular basis with Store Management and Product Presentation to ensure that business needs are met in the most brand appropriate manner.
  • Take responsibility for staying connected to the Corporate Office via the Team Site, including updates to the directives, showrooms, advertising, product deliveries and buys.
  • Actively participate in the timely updating of the Team Site, including window and interior photo review uploads and regional calendars.
  • Know and be aware of creative competition, learn from what you see outside of your immediate environment and report back to management on observations and insights.
  • 2-4 years visual presentation and rigging experience, preferably in a luxury retail environment
  • Excellent communication skills, both verbal and written, with supervisors and peers
  • General computer proficiency including Word, Excel and Outlook

Action items to become a stronger candidate:

  • Continue with my education in the Ad & PR field, including taking classes for such.
  • Take interior design courses either at GV or at another institution (Could not find appropriate courses at GV).

 

Social Media Specialist

Company: Jean-Georges Management

Link: https://www.indeed.com/jobs?q=design&l=New%20York%2C%20NY&start=30&vjk=83378e9e8d25a2cf

Skills/Requirements:

  • Bachelor’s Degree or equivalent in business, marketing, communications or other related field.
  • 1-2 year’s social media marketing experience preferred.
  • Photography experience required.
  • Food & beverage/hospitality experience required.
  • Familiar with each platform and create/develop content tailored to the specific platform
  • Photoshop, illustrator in design for skills, preferred.
  • Knowledge of social media landscape and ability to identify emerging trends and opportunities in food and wellness.
  • Highly organized and detail-oriented. Equally creative.

Action items to become a stronger candidate:

  • Continue with degree in Advertising, taking core classes related to this job such as CAP 210 and 220, along with CAP 413 among others.
  • Take photography courses at GV or another institution such as PHO 171-172, and if I choose to continue this course, then possibly all the way through PHO 375.

 

International Advertising and Content Manager

Company: the NBA

Link: https://www.indeed.com/jobs?q=advertising&l=New%20York%2C%20NY&start=10&vjk=ccd8e8fa1772335a

Skills/Requirements:

  • 3+ years of experience in working with advertising and media agencies, preferably with a global or international account
  • Understanding of international markets and various cultures
  • Understanding of the digital, social and creative landscape internationally
  • Video, advertising and/or social media production experience
  • Strong project management skills with attention to detail
  • Ability to work independently but thrive in collaborative, fast-paced environment
  • Strong interpersonal and communication skills Proficient in Word, Excel, PowerPoint

Action items to become a stronger candidate:

  • Continue with degree in Advertising, taking core classes related to this job such as CAP 210 and 220, along with CAP 413 among others.
  • I will conceivably minor in International Business, still taking my current language courses (GER 101 and 102 and so on) and take other business courses such as BUS 201 to also go along with my Advertising major.

 

International Advertising and Content Manager

Company: ACLU

Link: https://www.indeed.com/jobs?q=advertising&l=New%20York%2C%20NY&start=100&vjk=a7875ab44de8a1f4

Skills/Requirements:

  • A Bachelor’s degree or equivalent professional experience and a minimum of three years’ related experience in digital or communications is required
  • Experience working with and communicating to diverse constituencies
  • Excellent verbal, writing and interpersonal communications skills; strong attention to detail, ability to write and deliver work product under deadlines, and commitment to high quality standards
  • Experience writing and editing persuasive social media content; familiarity with a broad range of social media strategies
  • Experience producing organic and promoted content for professional social media profiles on Facebook and Twitter. Experience using and evaluating emerging social media platforms
  • Experience producing content such as Facebook Live, Periscope, Instagram Stories, Snapchat, and Tumblr is desired

Action items to become a stronger candidate:

  • I will continue with my degree in Advertising & PR with an emphasis in Advertising, taking core classes related to this job such as CAP 210 and 220, along with CAP 413 among others.
  • I will possibly take courses pertaining to Public Relations as well, such as CAP 220 and CAP 321, possibly even change my emphasis if need be.
  • I will take courses relating to American Law and History, such as HST 205-206, and HST 103, and courses on Civil Liberties such as CJ 305 and 326.

The Modern Ease of Collaboration

One used to have to talk to someone face-to-face if they wanted to collaborate. Generally, collaborations were held in a meeting room, and if they couldn’t be, they were held over the phone. It was one or the other, never in between. Now, it’s easier than ever if two people want to collaborate on something, whether it’s for work or not. If two people need to communicate ideas but are on opposite ends of the world, it can happen with a message and a Skype call. If you have access to the internet, you can collaborate with pretty much anyone else in the world (if they have a WiFi connection).

Sites and software like Slack, Google Drive, Hootsuite, and even Facebook and LinkedIn are all ways that getting something done has revolutionized the modern workplace. working from homeSomeone can start a business from the comfort of their own home, and gain clientele and customers without having to open their front door. Of course, meeting people in person is the tried-and-true way to connect on a personal level. A person 2000 miles away from you can only learn so much about you when all they’re seeing is your LinkedIn or Facebook profile. A flat screen can only give you so much.

 

slack logoThe stage of collaboration has more hidden behind the curtain. The aforementioned website Slack is a whole business built off of people in a whole different business communicating with one another. Messages can be exchanged and files can be shared in one platform. Google Drive is a way to work on a singular project with multiple people at once. A group of 10 can edit a Google Doc at one time, which can’t be said as easily for Microsoft Office, though they’re trying to keep up with Google’s share game.

Of course, one should know how to operate a collaboration all online (it’s how someone gains experience in the field of modern public relations), but being in an environment where a face-to-face conversation can happen in seconds should always take the cake for how people get a project done. I, personally, could never work all on my own. Working with people and talking with people makes it 100x easier for me to get something done (if the project required needs multiple people to succeed, of course). Confrontation is nowhere near as easy behind a screen. Working remotely has become more popular in recent years, and many businesses function just fine without employees needing to meet up every so often. Though big businesses still need an office, as meetings are still a thing and word-of-mouth is still the most effective way to get ideas across. You can guarantee a response when you say something to someone’s face. The same is not true with an IM or text. Businesses will most likely keep an in-office format of collaboration for a long, long time, at least until technology could replace us completely.

Many different methods are used to communicate and form partnerships in the modern age, and there are many options due to the many types of communication businesses need to succeed. There isn’t a right one, or a wrong one, only the one that makes the most sense for you and/or your business or the business you work for. Reaching out to someone has never been easier in 2018, and chances are, it will only continue to be that way in the years to come.