The project below is a press release for Ford Motor Company. Communicating on behalf of large corporations to unveil new products requires attention to detail and the ability to spark the audience’s mind so they want more information. This press release exhibits professionalism and the ability to inform a large-scale audience.
Monthly Archives: December 2013
EMPLOYEE COMMUNICATION PLAN
Keeping employees informed of business changes and getting their buy-in is crucial to maintaining an engaged workforce. My plan below includes the messaging, strategies, and a timeline of communication to ensure a smooth company transition.
CHILDHOOD OBESITY EPIDEMIC
Developing a target audience and key messages are critical components to a successful public relations campaign. The project below exhibits my ability to identify a problem, identify a target audience, identify key messages, and create a SWOT analysis of a situation.
RADIO ADVERTISING
PR is a multi-faceted profession that involves several media outlets. The radio advertising spots below exhibit my ability to condense a message and capture the listener’s attention in a short amount of time.
DOMINO’S PIZZA PRESS CONFERENCE
Company’s today can be involved in a crisis situation in the blink of an eye. The ability to anticipate questions coming at the company and the ability to effectively send a message to stakeholders are displayed in the project below!
Informational Interview
For my informational interview I had the opportunity to talk with Melina Metzger, the Public Relations Manager at Safelite AutoGlass. My interview notes are below:
What communications challenges are facing your organization today?
From a PR perspective, some of the challenges we are forced with are. Melina’s role here is more traditional PR than some of the other PR jobs you will come across. We have someone that handles all digital PR and all social media PR. I do not have to react to those things like a traditional PR rep. One challenge in reporters specific to traditional media and PR where I spend more of my time is the professionalism of the journalist field has really gone down since I started because of the increase in bloggers who consider themselves journalists. Because everything is online there are tighter deadlines than before. Even really good journalists do not have enough time to do as much time fact-checking. Fact checking used to be a pretty standard practice and it is not now. You have to be more “ready” for the story and anticipate what they are going to ask you and have those facts out from. In proactive outreach and media interaction you have to have your fact straight because as soon as they ask you are going to have to have an answer.
What skills or talents do you bring to help your organization overcome these challenges?
I always joke with the content experts here that my job is to “dumb it down.” We have some very complex things at Safelite from MRM to the installation of a windshield, I need to make it so that anyone can understand it. The skill that I bring is being a good communicator, the ability to translate information from the very complex user’s manual to the quick response for someone who has never thought of auto-glass. You always have to look at things from the lens of someone who has no idea what we do and it is a lot of translation into the basic language that we use in the day to day business.
What skills and experiences are most relevant to an entry-level position/your current position?
You have to be a good writer. You need to be able to do the research you need to write the piece correctly as well. My undergrad was in English – English Lit major. The things we did in those classes were to read very complicated text and apply higher thinking but translate to the things that people need to know. Your content experts are not going to think about it that way – they can’t take a step back 50 feet and identify how their project affects the day to day customer.
How did you prepare for/get your job? What experiences and skills have led you to your present position? (Probe education, experience)
First job was at an advertising firm. I wanted to write but more feature style writing. OSU career center hooked her up with advertising. Luck, timing, and the people you know. You have to be able to be bold and reach out to people who you know with connections. I reached out to someone and asked them to lunch to see what they do. You have to be bold and reach out to those connections. For someone getting started to know how you may fit in see if there is someone you know in corporate PR vs. someone at a PR agency and see which you like. Major differences between private and public. Understanding the different nuances at the different types of places you will work. Advertising firm went out of business then ended up at PR firm. McGraw Hill recommended her for PR position at the new firm. It is more honest and straightforward than advertising. Likes being able to tell the stories of the accomplishments of the people who work here. The things we have done are really interested. I like turning our people into heroes. Anything in earned media is me. If it is owned media, we have people who do broadcast advertising and Jen does the digital stuff. This job really has gotten me back to the roots of PR – applying for awards, etc… to get the press to notice the company. Using two-step flow theory by reaching out to opinion leaders. Looked up top 10 writers who are writing about customer services.
Is there any skill or experience you wish you had (but did not)?
I would like to be able to do graphic design. I thought about going back and doing some sort of classes. We have a great team here (2 people) but I would love to do something quick like a media kit and make it look pretty and professional without having to bug our graphic designers. I have ideas but not the skills to bring graphic ideas to life. If you can bring graphic design with you especially for a smaller company without so many departments that would be huge.
What suggestions might you have for a student to build critical skills and experiences?
Internships would be her recommendation. The practical experience that you gain from doing things is the best thing you can do. You never really understand what it is to do a media interview until the reporter is standing in front of you and you are live. You can’t understand the pressure until you go through it. Being willing to meet with different people and even shadow for a day if you can. Make sure when you find people that seem to take a mentorship with you, get everything you can out of it. I’ve been really fortunate to find some really smart people to mentor me. Everything I’ve learned I have learned from my mentors. Having people that can back you up and clear paths for you – or if you have questions or do not know how to handle, you can reach out to your mentors.
What advice would you give to someone who is looking for a job in this field, seeking promotion in this field, or looking for a lateral move into the communications organization?
Volunteering to do things that nobody else wants to do that relate to the job. Something I have been doing this year is a vulnerability assessment. It is one of the projects nobody wants to take on but I am meeting with each department and asking what their biggest threat is in regards to a crisis and how they would handle it. Big, ugly. Hair projects that nobody wants to take on. In addition, be a voice of reason. I’ve had to speak up to the SLT and say that this doesn’t feel right from a PR or ethical standpoint. You build their trust in you when you are not just a yes person. You have to look at how the public will react.
What types of materials would an organization look for when recruiting a communications professional? (Probe portfolio pieces, resume)
Samples of writing, sample press releases written for assignments, recommendations from professors, get into the PRSSA because it shows a real commitment to looking for a job in the PR field, (gives you good networking communities) – freelance work. Not sure if Franklin offers anything but OSU has a pretty active PRSSA. See if there are any freelance opportunities on the PRSSA to do free-lance work. All goes back to networking.
What other advice can you share with me?
Creative Portfolio and a couple of temp agencies that focus on the creative field. They have a small staff of people that determine who can be in it or assigning. You could apply your HR recruiting skills there while networking with a ton of people on the industry. Knowing where they land up get a FT connection. As PR girls, we have to stay soft on the inside but have a tough exterior. Bosses can be hard on you, people can be hard on you. When you are doing PR you are putting yourself out there in the public eye and people are going to say mean things. You have to learn to separate who you are from the role you are playing in the company. The Glass Buzz. I responded once to a forum and the IGA posted something that word was coming around that Safelite said technicians are being fired for sharing information. People make it personal and you have to step back and separate and not get heated.
VNR Storyboard
There are several aspects to PR, one of which is the ability to create materials for companies. This sample VNR demonstrates one of my skill sets.
Click on the link below to see the VNR:
Jenny C Gearheart 