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THE MEDIUM VT PRSSA-FALL 2016-Vol. 26, Iss.1

IN THIS ISSUE

1What is PR?

by Meagan Gray

2Getting to konw PRSSA Members

by Elizabeth Birl & Jessica Mehr

Member of the SemesterMycah Ausberry

3Elevations a PR Perspective

by Joel Smith

410 tips for Sucessful PR Writing

by Meagan Gray

5Rebranding Hokie Football

by Anna Pendleton

6NIGHTFIRE

by Darius Watkins & Jordan Long

Firm Clients

2016-2017 Executive Board

7A Letter from the President

by Katie Pesek

Chapter Stastics

8Chapter Information

Is Donald Trump Changing the

World of PR?by Corinne Gorda

WHAT IS PR? by Meagan Gray

More often than not, defining public relations poses a challenge. The Public Relations Student Society of America (PRSSA) defines public relations as a strategic communication process that builds mutually beneficial relationships between an organization and their publics. I prefer specificity of the definition that public relations is analyzing trends, predicting their consequences, counseling organization’s leaders, and implementing planned programs of action which will serve both the organization’s and public’s interest. Due to those tasks, it is important to note that public relations is commonly referred to as a management function. Public relations walks a fine line between using persuasion and advocacy while also remaining objective. Unlike other professions, public relations professionals are not only loyal to their client, but also public interest. Affecting public opinion, delivering information, and promotion with regards to a client are aspects of a public relations practitioner’s job; however,

accuracy and credibility are crucial to serve the public’s interest. In short, public relations helps organization’s get along with people. Public relations practitioners have four main sectors in which they can choose work: in-house, agency, non-profit, and government. Working in-house gives one the comfort of an abundant knowledge base about an organization while working in an agency gives the opportunity for greater objectivity and variety. I believe that choosing to work in a nonprofit versus the government has to do with one’s personal values. Whichever route one chooses, similar tasks of a public relations practitioner will be expected. According to America’s Job Exchange, public relations professionals create and deliver media relations content while maintaining a strong relationship with media reps, plan and direct public relations programs designed to create and maintain a favorable public image for the employer or client, and create marketing and promotional materials. These tasks are just a glimpse into the juggling act of public relations.

MEMBER OF THE SEMESTER

Mycah Ausberry- Junior

Why did you get involved in PRSSA? I became involved in PRSSA because I wanted to get to know other students within the major. I also started as a multimedia journalism major before switching to PR so it was a good way to get involved in the field. It was also a great way to figure out if PR was the right major for me by getting involved with others students and with Virginia Tech.

Where do you hope to be career-wise?I am still figuring out what my dream job would be. However, I do think I would like to work for a Government Agency. This summer I had the chance to work with the Treasury Department and enjoyed it. I also know I would like to be in a city.

What has PRSSA done for you? It has been a great resource for me to figure out how to get started in the field. Being involved has helped me with career resources, resume building and other important PR skills. I had no idea how to do a lot of these things before becoming involved.

What is one thing you would tell potential PRSSA members? Join and come! It is a great way to get experience. No matter what year you are, there are opportunities to get involved that make it worth joining.

GETTING TO KNOW PRSSA MEMBERSby Elizabeth BirleInterviwee: Jessica Mehr(Junior, PR Major & Business Minor)

Why did you choose COMM?Coming into college I never had a huge interest in any particular topic in school. I spent the majority of my time and put the most of my effort into playing softball. Playing this sport made me realize

I loved being around a lot of people, being apart of a team, and being a leader. It wasn’t until the end of my sophomore year that I decided I should take those aspects and apply them to not only softball, but to my academics as well. After searching around the majors and programs that Virginia Tech had to offer, I realized the communication department is where I fit in best.

What drew you in to PR specifically?I have never really had any interest in journalism or camera work, and communication skills seemed too broad for my interests. Public Relations had a good

combination of everything I wanted in a major. I am currently enrolled in Principles of Public Relations, and the content of the course has confirmed that this is the path I want to pursue. What are some common perceptions of COMM majors?A common misconception about this major is that it’s easy; however, it involves a lot of research and can be very time consuming. You also have to be very prompt when it comes to quick deadlines and on top of your assignments. Also there are misconceptions about the career paths offered. Many people think that you can only work in a PR firm, for example, but PR is necessary and can be pursued in any field that you are passionate about.

In what ways has PRSSA helped you?This is my first semester involved in this organization and even though I am new to the organization and major, I was able to practice my public relation abilities. One of the most helpful things I have learned is how to build a resume that highlights my experience and skills, and can be tailored toward a specific job. The executive board even had an interview presentation that touched on what to wear and how to prepare. I am just now starting the application and interview process and that was all very helpful information to help me move forward in public relations .

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ELEVATIONS: A PR PERSPECTIVEby Joel Smith

During my first semester as a Public Relations major, I needed a way to start making connections and optimizing Virginia Tech’s networking capabilities. After hearing of PRSSA, I knew that it was the opportunity I needed to start building my resume. Within a couple of months of being a member, Elevations was announced and I knew it would help me start building my professional profile. Dressed for success, I showed up to Elevations with an opportunistic attitude, eager to start resume building for my career. Speakers with different backgrounds, perspectives and respective jobs were kind enough to come to Elevations and share their stories on how they got where they are now and they detailed how PRSSA can efficiently help make the needed connections to succeed.

After Dr. James Williams, the keynote speaker, shared his story at Elevations, I was instantly captivated by how he portrayed that no one should ever settle or give up on their dreams. The ability to come from so little and make something of yourself was a touchy subject not only for Dr. Williams but for others that are not as fortunate. Dr. Williams was able to showcase how the connections he has made throughout his life along with perseverance resulted in more than enough to get him to where he is today: a professor, an author and professional speaker. His speech at the beginning of Elevations set the tone for why I knew Public Relations was the right choice in major for me. Dr. Williams’ background

story sparked my question, “Having gone through life under different circumstances and ending up where you are now, do you feel you have found your purpose and are you happy with where you are in life?” I asked this to the professionals who were kind enough to share their stories and backgrounds and each answered my question with their own insightful response. After answering my question and expressing their appreciation for such a question, discussions were initiated about internships and career opportunities.

Having gone to Elevations and hearing everyone’s personal and professional background, I made it clear that I was interested in the organization and therefore received internship opportunities for this upcoming summer. Attending Elevations gave me the opportunity to make connections and learn more about the professional overview of PR. Questions in my mind about my major and the opportunities were answered and I’m happy to call myself a Public Relations major. Elevations is a great way to get a foot in the door of the PR field and start building a resume. I am excited to see the connections and networking that lies ahead of me and I have Elevations to thank for helping me get to this point in my collegiate career.

Panelists at Elevations

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10 TIPS FOR SUCCESSFUL PR WRITING by Meagan Gray

1. Be a strategic writer.All public relations pieces should be goal-oriented.

2. Do your research.Public relations is increasingly data driven, know your publics and the best method of distribution to them.

3. Keep your writing objective.While public relations writing uses advocacy and persuasion, remain objective.

4. The clearer the better.Clear, simple writing helps the audience digest a message.

5. Remember, public relations writing is informational.Public relations helps organizations fulfill their business goals using an informational function.

6. Make the story appeal noteworthy.Fulfill at least one of the news values: timeliness, magnitude, impact, human interest, celebrity, proximity, and novelty.

7. Anticipate the flow of information.To effectively write for an audience, anticipate where they will come across your content and what information they are looking for.

8. Use the 4 Cs.Good writing is always clear, concise, complete, and correct.

9. Differentiate your writing.As a writer, you should always have a point of view and a distinct voice.

10. Write for your medium.Your approach should be different if you’re writing for news, online, or for an organization.

ELEVATIONS: A REBRANDING OF COMM CONNECTIONS

Events Director: Jordan Hogge & Keynote Speaker: Dr. Williams

VT PRSSA & Radford PRSSA Exec Boards

PANELISTS

Dr. James Williams- The University of TennesseeLaura Neff- Henderson- Director of Communication

Administrative Services, Virginia Tech Kelly Shannon- Marketing Manager, Career and

Personnel Development, Virginia TechJustin Ashwell- Partner, The Prime Factory

Kristen Morrell- PR Specialist, UNCORK-IT INC.Ron Poff- Director Global Marketing and Brand,

Mar-Bal INC.

A PROFESSIONAL DEVELOPMENT EVENT

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THE END OF AN ERA; REBRANDING HOKIE FOOTBALLby Anna Pendleton

“Beamer Ball.” That phrase is known throughout Southwest Virginia and by football fanatics nation-wide. Frank Beamer was an undeniable influencer and developer of Virginia Tech athletics. His innovation and performance over his 29-year career as Virginia Tech’s head coach cultivated a reputation and brand for Virginia Football that the Hokie Nation could have never anticipated. His efforts and dedication to the program grew a fan base that was incontestable and loyal, no matter the individual game scores or the season record.

Fall 2015 marked Beamer’s final coaching season for Virginia Tech Football and while Hokie fans worldwide will never forget his commitment, reputation and influence, everyone eagerly awaited to see what was in store for the beloved team.

Justin Fuente was announced as the incoming head coach and immediately began his own reputation management and brand development. Filling the shoes and legacy of Frank Beamer was no small task. However, his immediate involvement in the Hokie community, family oriented attitude and performance on the field sparked his welcome by the Hokie Nation.

At the end of the regular season, the Hokies were declared the Costal Division Champions and Fuente was named the ACC Coach of the Year. The strong performance of the Hokies this season is undeniable and Fuente has launched his career and begun the rebranding of “Beamer Ball.”

The season started with a refresh as all the athletic teams sponsored by Virginia Tech received new uniforms. HokieSports, the official Virginia Tech Athletics Twitter account, tweeted images of the uniforms stating, “we’re excited to share our brand refresh, honoring our past & positioning us for the future.” With a fresh and clean approach to the upcoming season, the new head-coach immediately defined a brand for his team while never forgetting the traditions of the past.

“This is Home” is a recognized branding phrase used

by Virginia Tech. In addition to this, Fuente and the new staff implemented another catch phrase. “Hard. Smart. Tough.” A reflection of the new strength and conditioning program and the attitude of the team, the phrase is repeatedly shared on social media and embraced by the program. Additionally, as the new staff has implemented their own phrasing and brand, the legacy of Beamer has not been ignored. Every week the special teams player of the week honors the former coach by wearing his number and Fuente has continuously acknowledged Beamer’s impact.

However, the emphasis on the brand of Virginia Tech Football was not the only way Fuente made his mark this season. His excitement to be a part of the community has extended past the field. Like Beamer, Fuente is working to create involvement within the Hokie community. Upon his acceptance of the position, Fuente expressed that, “I’ve admired this program from afar for many years… the way the players have played, the way the fans have cheered, their traditions, the wins, the losses...I’ve always wanted to be a part of something like that. The thing about this job is it comes with all of those things wrapped up in a community that I cannot wait to raise my three girls in.” His praise for the community has not faltered since his acceptance of the position. After the Hokies win against Notre Dame, Fuente stated that, “Virginia Tech is a special place, and I don’t mean just a special place to coach football. It’s a special place to be a part of, and the pride that people have in Virginia Tech, whether they live in Blacksburg, work at Virginia Tech or went to school there, is palpable.”

The combination of the rebranding, the successful Hokie Football season and the personal brand Coach Fuente has created, results in an impactful PR strategy for the team. In addition, the consistency of social media and the audience the Virginia Tech Football team has built this season has upheld and invigorated the reputation they stand for. Fuente has successfully branded himself not only as a football coach but also as a Hokie. “Beamer ball” will never be forgotten but Fuente’s legacy has certainly started.

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EXECUTIVE BOARD:President: Katie PesekCo-Vice President: Casey ParrettCo-Vice President: Megan FinkbeinerEvents Chair: Jordan HoggeFirm Co-Director: Meagan GrayFirm Co-Director: Neeka Eghbali Director of Publications: Anna PendletonCommunity Outreach: Addie OrrisonDigital Account Executive: Pat RouleauTreasurer: Melissa Buccino

NIGHTFIRE: THE NEW RIVER VALLEY’S PREMIERE VIDEO PRODUCTION COMPANYby Darius Watkins & Jordan Long

Creating promotional videos for social media and writing blog posts that relay thoughts on video production and other aspects of the industry are two of the many tasks that firm members completed for Nightfire Productions this semester. Based out of Blacksburg, Virginia, Nightfire Productions is a video production company that shoots, edits, and produces videos for local businesses and organizations in the New River Valley. Some of Nightfire’s top clients include: Campus Automotive, Dominos, and artist Greg Osterhaus. While the vision of Nightfire Productions is to “Create Captivating and Cinematic Stories Differently,” the mission of the company is to create professional, affordable videos for the web that get people excited. This mission provided members of the UT Prosim PR firm the opportunity to create promotional videos for social media using iMovie and Adobe Premiere. In these videos firm members used footage taken by Nightfire to

highlight different themes including “Where we’ve been” and “Fall Into the NRV.” Specific production was used for each series of videos to be posted on one of Nightfire’s social media platforms so viewers could get an inside look of what Nightfire Productions does. Additionally, the firm also wrote blog posts about the production process for the “Off-Roading with the General Grabber AT2 Tire” video.

Working with Nightfire productions this semester was a new and exhilarating experience for Ut Prosim PR firm members. Members were able to showcase a wide variety of skills and knowledge while also learning new and useful skills that will last past college and into the workforce. The firm is excited to continue working with Nightfire Productions and seeing what future work can be done for the client.

In addition to Nightfire Productions UT PRosim PR also worked with the following

clients:

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A LETTER FROM THE PRESIDENT

Dear VT PRSSA,

Along with Hokie football in Lane and Owens chicken parm, Wednesday nights with all of you will be something that I’ll truly miss after graduation. With three and a half years and endless memories under my belt, I leave you with these five takeaways.

1. Get involved early. I joined PRSSA as an extremely overwhelmed freshman. My older brother urged me to join a club (or pre-professional society) within my major, promising that I’d thank myself later. He was correct. Although I didn’t know much about public relations or the skills necessary to succeed,

I began meeting new people and learning how PRSSA worked. This foundation made me feel comfortable in the chapter and ultimately led to high participation and eventually executive board leadership.

2. The chapter is what you make it. As a sophomore and member of Ut Prosim PR, I quickly learned that PRSSA membership was all about how much effort I put in. The more projects I took on, the better my portfolio became. The more internships I applied to, the more offers I received. The more events I attended, the more confident in myself I became. Don’t pay your dues then never return; let yourself take advantage of the opportunities the chapter has to offer.

3. Don’t underestimate each other. Get to know other PRSSA members. Along with making friends, you never know where these connections may lead. As college students seeking jobs, it’s easy to view each other as competition rather than resources. However, someone sitting next to you at a meeting could be working at an internship with open positions available. Your PR Pal could go on to graduate and get a job that you want a recommendation for. A simple, “hello” and getting to know someone could mean more than you think.

4. Ask smart questions. Most people say, “There is so no such

thing as a dumb question.” Frankly, I disagree. As I put myself in more rigorous internship and interview positions, I learned that employers respect independence. This is NOT to say avoid asking questions; they are truly one of the best ways to learn. However, if you’re able to problem solve and show that you looked for a solution before asking, employers recognize the effort and acknowledge your decision-making skills.

5. Avoid complacency. No matter where you are in your journey at Virginia Tech, keep pushing yourself. Take on more PRSSA responsibilities to build your portfolio. Apply for an internship you may not be qualified for. Do something out of your comfort zone. Appreciate your accomplishments, but don’t ever settle.

Lastly, have fun. Along with PRSSA, some of my fondest memories at Virginia Tech have been the time that I’ve spent with friends who have become my family. Don’t take that for granted.

Please reach out to me anytime at KTP52@VT.EDU. In the meantime, I’ll be in denial about graduating!

Best,Katie Pesek

CHAPTER STATISTICS 43 cans donated

87 dues paying members 1,263 website vists/ week (on average)

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IS DONALD TRUMP CHANGING THE WORLD OF PR?by Corinne Gorda

Public relations has been playing a role in politics since the time of the Ancient Greek empire; candidates, both good and bad, have always attempted to turn the public in their favor for political gains. However, recent years have changed the entire dynamic of political public relations--mainly resulting from the development and exceeding popularity of social media. Whereas previously, it was nearly impossible to relate political leaders to the ‘common man’ audience they were attempting to guide, mass communication has enabled leaders to connect with their audience. Now, politicians are in need of competent PR teams more than ever to help them exceed expectations.

The presidential election has

been all over the news for nearly two years now, and yet the talk is far from over. Much of the American public was shocked as they witnessed Donald Trump be elected the next president of the United States. The candidate himself is an enigma to much of the PR world, as he essentially defies the rules and regulations

a political candidate seems to abide by when engaging with the public. According to an article in PRNewser, Donald Trump’s PR strategies are headed by Hope Hicks. Despite the intense fire her client is under regularly, she is said to be the “calm in the middle of Trump’s storm.” When asked about any policies enacted by her client,

she politely declines to comment. Political PR is typically about smoothing over the rough edges that may present the candidate in an unflattering light, yet Trump allows all of the unflattering things he has spoken to be known to nearly everyone. Forbes magazine describes this PR tactic as “winning”, despite its unusual nature. The article discusses how nearly every PR consultant tells their client, “Always take the high road, and never bad mouth the competition.” Instead of taking this advice, Trump simply listens to his own voice, and continues to let any of his critics know that they have displeased him. This brutally honest campaign tactic was thought of by many to be his downfall for the election, yet he managed to win the presidency. What does this mean for the role of PR in politics now, and how much will this cause campaign strategies to change?

Image courtesy of Gage Skidmore https://www.flickr.com/photos/gageskidmore/8567813820

INTERESTED IN JOINING?

Email Casey Parrett (pcasey8@vt.edu ) or Megan Finkbeiner (meganf8@vt.edu)

To get listserv emails, internship opportunities and meeting information.

Join the Chapter’s LinkedIn Groupenter ‘Virginia Tech Public Relations

Student Society of America’

Faculty Adviser: Dr. Douglas Cannon Professional Adviser: Lori Greiner Local PRSA Chapter: Blue Ridge

Website: vtprssa.weebly.com Facebook: www.facebook.com/VTPRSSA

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