Art and Science in public relations are no longer polarized ideas. They are beginning to mesh with the acceleration of the digital sphere. Data may sound analytical, robotic or even boring, but the truth is: PR is moving towards data whether you want it to or not. So how does data affect public relations? Data can be extremely large sets of information that may be analyzed computationally to reveal patterns, trends and associations especially relating to human behavior and interactions. This can form the strategies we use in public relations. You want to be seen as a strategic partner in your organization and be able to articulate the business channel and how you are using public relations to help solve it. Data can be the conversation that gets you a seat at the table. Why is data so important? There are 2.5 Quintillion bytes of data created each day (2,500,000,000,000,000,000). And even so, the amount of data collected is accelerating. With such fast growth in technology and data, 90 percent of the data in the world was collected in the last 2 years. As a public relations professional you have to ask yourself: Are you going to be on the train or not because the train has already left the station. Increasing in popularity, the Internet of things is causing data to rise significantly. Everything we build now has technology that is gathering data, whether that is how many steps we take or who we are calling, companies are collecting the data and using it to inform their business strategies. There is now a basis of neuroscience behind many organizations and their data. So firstly, neuroscience is any or all of the sciences, such as which deal with how the brain works. This plays into digital public relations and the psychology of social media “likes”. We can use data to get more likes, by tracking what triggers a social media user to push the heart on Instagram or comment on a Facebook post. Knowing what drives interaction can be the key to your organization’s success online. There is another concept called the elusive of 600. This says that the brain has the capacity to understand 750 words per minute, but we speak at around 150 a minute. This plays into length of advertising, length of content and studying the effectiveness of brevity in digital content. We can understand so much more than what is being said, so how are we gaining all of their headspace. Every 8 seconds, we reevaluate whether we are going to continue to pay attention and focus on something, if not we move on to something else. This is valuable science, that as public relations professionals, we constantly have to be aware of when creating, pitching and presenting information to key publics. Competing for mind space and time share should be one of our main concerns. What are we storytelling? Storytelling has main drivers that we can track and detect when facing our audience. The brain reacts differently to certain types of storytelling. Facts only activate 2 parts of the brain but stories activate many additional parts of the brain. This evidence can help us tell stories that trigger multiple parts of the brain and we can convey this to our bosses, to convey our value in the business process. Science proves that when PR professionals convey a story, you (consumer) will enter yourself into the story, doing the work for us (PR professionals). From the data we also know, you have to keep content short and compelling as we are trying to be a part of each person’s consumption capacity in a day. The brain processes images 60x faster than words so how can you show the consumer instead of telling them because data says it’s more effective. Neuroscience and data are a weapon all public relations professionals should be using. How is the brain acting and then ultimately how do we use that to our advantage to gain clicks, ROI, impressions, gain awareness, tell a story or create a brand. But remember, data means nothing with the insight and ability to analyze it. Being able to analyze and recognize data is an invaluable skill to carry with you, so join in on the trend of neuroscience and big data. By: Audra Gormley
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![]() Kassandra Kaczmerak Last Friday, PRSSA students from various schools gathered at Eaton Center for the annual PRSA Student Day. The day consisted of three panels, professional headshots and resume reviews. This event was a great opportunity for PRSSA students to network with PR professionals in the greater Cleveland area. The first session was "How I Manage a Brand." The panel was moderated by Ann Marie Halal, the manager of communications at Eaton. Three professionals, Alan Ashby, media relations officer for The Cleveland Foundation, Amanda McFarland, public information officer for the Ohio Department of Transportation (ODOT), and Lisa Pocci, vice president of marketing for Fairmount Properties, spoke about how they reached their current positions and what it takes to maintain their brand's image. It was interesting to see how the companies they work for differ in terms of audiences, crisis approach and digital tactics. The professionals discussed new trends in brand management, and one example of their way to gain engagement is ODOT’s plan to create weekly video content for their social media and email newsletters. The second panel session was "Getting the Job,” where the panelists discussed all of the steps that go into getting your first job-- from applying, to interviewing, to negotiating. The panelists were Jill Detwiler, President and owner for F&C Executive Search and Recruiting, Lisa Gackowski, Senior Talent Acquisition Consultant for Eaton and Holly Mueller, Owner of Holly M. Communications. They ensured students that the process isn’t as daunting as it seems and, with practice, gets much easier. These professionals discussed how every step of the interviewing and job search process is important. Detwiler recommended the STAR method for interviewing which stands for situation, task, action and result. The panelists shared advice on how to accept or decline job offers, negotiate salary and create cover letters and resumes. In terms of “getting a job,” they said don’t just accept something in order to wait for a better offer. They noted that the benefits of a job (vacation time, work environment, etc.) can definitely outweigh the base salary. If you are unhappy with the salary of the offer, they suggested saying things like: “I’m thankful and excited for this job offer and do want to accept, but is there anyway we can negotiate the base salary up due to still having high student loans?” The last panel discussion was titled "Women Who Rock." This panel dove into all of the preparation that goes into planning the Rock and Roll Hall of Fame Induction Ceremony in Cleveland. Panelists included Shauna Wilson, director of communications for the Rock and Roll of Fame and Museum, Anastasia Karel, archivist and curator for the Rock and Roll Hall of Fame and Museum, Shelby Morrison, director of artist relations for the Rock and Roll Hall of Fame and Museum and Jen Valencic, director of partnerships for Destination Cleveland. The panelists noted that the induction ceremony requires a combined effort from the city and the Rock Hall Museum. Wilson talked about the complex plan it takes to market a major event like this and gain media attention for it-- whether paid or earned. Morrison spoke about the challenges of organizing the artists at certain locations and their reactions to getting inducted into the museum. The panel also described Destination Cleveland's part in preparing for the event, including booking hotels, venue location, and planning the entire induction week leading up to the day-of event at the museum. Overall, this event was a great experience and I highly recommend that any PRSSA member attend next year’s session. By Katie Pavelick Bob Truscello, the first PRSSA Kent president, accepts the Chapter's charter certification in April of 1968 The Founding Chapter
In November 1967, the Public Relations Student Society of America (PRSSA) was established at the Public Relations Society of America (PRSA) Assembly in Philadelphia. The parent organization chartered the first nine Chapters in April of 1968. That following September, Kent State University received its charter, making PRSSA Kent the 13th Chapter. Today, PRSSA Kent is one of 14 Alpha Chapters that lead the organization to what it is today. The idea to form a Kent State chapter originated from the Cleveland PRSA Chapter. The parent organization wanted to form a PRSSA Chapter and felt that Kent State was a perfect place to start. “The Cleveland PRSA Chapter gave a lot of guidance and support to start the Chapter.” Said Bob Truscello, a founding member and first president of PRSSA Kent. Truscello worked with then Cleveland PRSA president Al Connors, other Cleveland professionals and a small group of students to gain Kent State’s charter. Truscello was approached by professor Richard Scheiber and asked to help form the student organization. “We were small but mighty. We were 6 strong - recruited by Schreiber. We first worked on developing the Chapter,” Truscello recalls. After approval from the Kent’s Student Activities Board, the organization submitted a request to charter the KSU Chapter. While waiting approval, professor Shreiber stated, “PRSSA is open to all PR majors and minors. Membership will be a professional head-start for those students who are actively interested in the field.” When the Chapter was approved, PRSSA Kent had 20 members. “I wanted to broaden my leadership and my resume. It was natural to join PRSSA and start it,” Truscello said. Leading the organization were professors Richard Shreiber and Ralph Darrow who served as the Chapters first faculty advisers. The Start of National Conference and Programming During PRSSA Kent’s first year, students were able to attend the PRSA National Convention and were welcomed with open arms by the parent organization. Today, PRSSA continues to send students to conferences and assemblies across the country. “Going off to Conference was a big deal for me. I was honored to be able to represent the Chapter,” Truscello said. The organization then worked with the Akron Chapter to bring in speakers and network with professionals in the area. PRSSA continued to have a relationship with Akron PRSSA and continues to learn from professionals across the country. Bob Truscello went on to work for General Electric in their communications and human resources departments. “What’s really neat about pursuing a PR degree is that it’s the kind of skill that is a take-off point. You can pursue many types of fields with a public relations degree,” he stated. Providing Mentorship The first PRSSA President Bob Truscello shared insight about his experiences founding the Chapter, and the mentoring figures who guided him. One of which was Ralph C. Darrow. Darrow was a PRKent professor who served as the first faculty adviser of PRSSA Kent from 1968 to 1988. The PRSSA Kent board meetings are called "Darrow meeting" in honor of Professor Darrow who left a meaningful impact on PRSSA, and especially on Truscello. "He was extremely supportive of me. He was always rooting for me and caring for me," Truscello said. "He's the kind of advisor and professor who made PRSSA Kent what it is today. I can't explain how important it is to have someone like him in your corner. To have someone correct you, but still trust you and love you." #PRSSA50 Testimonials We asked our current members, alumni and professors to share their best PRSSA Kent memories or advice. Here’s what they said: "PRSSA Kent impacted my higher education experience at Kent State. I was a student who struggled to find community in college and PRSSA provided a space that allowed me to connect with other students and professionals that helped me get to where I am today." -Brenna Parker, Digital Strategist for Michelle Obama's When We All Vote campaign, PRSSA ‘17 "PRSSA gave me great experience to talk about in interviews. I felt prepared to interview, network and talk about my skill set with a great portfolio to back that up thanks to PRSSA preparing me!" -Erin Zaranec, Campaign Manager, Student Series at The Leukemia & Lymphoma Society, PRSSA ‘17 "PRSSA Kent gave me a great glimpse into the professional world and what to expect once I graduated. Attending conferences and meeting professionals gave me a huge leg up when applying for jobs." -Gabrielle Woodard, Strategic Communications Representative at Northrop Grumman, PRSSA ‘17 "PRSSA Kent strived to provide students with opportunities to connect with professionals. Whether it was through the Communications Connections event, YouToo Social Media Conference or even having alum present during a class, the access to industry professionals was always a priority." -Aubrey Stenzel, Account Supervisor, Marcus Thomas LLC, PRSSA Kent ‘11 Overall When the KSU Chapter was formed, PRSSA had 264 students and 27 faculty. Today the organization is made up of more than 10,000 students and advisors. Over the past 50 years, Kent State’s PRSSA Chapter has helped shape the career of many professionals. Many alumni from across the country owe their career to the student organization. The Chapter continues to challenge the minds of future communicators and leaders. Though the public relations industry has changed over the years, Kent State’s PRSSA Chapter will continue to be a leader for years to come. Frankie Barrett On Friday, Sept 14, PRSSA Kent celebrated 50 years as an founding chapter at Kent State. PRSSA also celebrated the retirement of Associate Professor Bill Sledzik. At the 50th celebration, there was a discussion panel with previous PR Kent Graduates and PR professionals. The discussion of the panel focused around the saying, “Telling the stories of our students, professors, and alumni”. Natalie Meek, the president of PRSSA Kent 2018-2019 was the moderator for the panel.
First on the panel was Chris Baldwin, the founder and CEO of True Digital. Baldwin provided several internships and opportunities for PR Kent Students and graduates. Next on the panel was Latisha Ellison, PRSSA Kent President 2017-2018 and graduated in May 2018. Ellison currently works in Chicago at Public Communication Inc. (PCI) as an Assistant Account Executive, and she specializes in controlling and maintaining relationships with national and local media, and much more. Also on the panel, Amanda Vasil, who is currently working at Global Prairie, and is an integrated marketing communications strategist. She specializes in digital/ social media and public relations. Next on the panel, Noelle Pennyman, who works at Progressive Insurance as the marketing strategy lead for commercial lines that has target audience of small businesses. Pennyman held the Intercampus Liaison position in PRSSA Kent and graduated in May 2009. The final panelist is Carrie Kandes, APR, a communication and brand consultant who specializes in advancing organizations and their brands. Kandes is also a current PRSSA Kent professional adviser. Some of the topics that the panel covered was trends in PR, graduation expectations in the work force, storytelling, the role of PR, and advice for students in the PR world. On the topic of trends in PR, Kandes stated that a major trend she is seeing is that people are central to brands. “Social responsibility is becoming more central to a brand reputation, and we need to be constantly planning and acting to constantly have our audience and people as the central focus to our organization,” said Kandes. Chris Baldwin even stated that brands are looking for much more than public relations. “People no longer want PR, people want content, and that is a major trend among brand,” said Baldwin. “It’s important to keep people at the core of our brand and what we learn here at Kent is that our audience is the center of our brands, and to not forget that as PR changes,” said Baldwin. Another topic of public relations that came up was if the panelists thought digital storytelling was the future of the public relations profession and Kandes made an important point. “I think one of the things we need to remember is that storytelling is important, but public relations is activating and engaging an audience,” said Kandes. “Brand loyalty is at an all-time low and it’s because the relationship depth isn’t there anymore. We can’t abandon our other channels just because of one platform [digital], we need to excersize them all with the same power and enthusiasm,” said Kandes. The panel closed with Meek asking the panel for their advice to students, as graduation approaches and throughout PR student’s careers. “I am always asking questions,” Ellison said. “Learning tends and know what else I can do is important for constant improvement.” Vasil stated that writing was a skill that is everlasting. “Writing isn’t something that you doing only for so long,” said Vasil. “It is so important to write more than a text or a tweet, because one day you’re going to be writing one day and you need to keep those skills sharp.” Vasil said. Meek closed and thanked the panel and handed off conversation to professor Stephanie Moore. Moore moved into the sharing of stories about Associate Professor Bill Sledzick, who is retiring this December. The panelists, current professors, and even a video of past students all thanked Sledzik for his teaching and continuous support in the public relations sequence. ![]() By: Katie Pavlick This past semester, I lived in Florida and took part in the Disney College Program (DCP). The DCP is made for college students to live at Disney and work within the Disney Parks for 4 to 7 months. In addition to this, college students have various learning opportunities, such as collegiate courses. The following is a list of things that I did to make the most of my program as PR student.
The Disney College Program is a great way to get your foot in the door with the Disney Company. I often tell people that my program was the best 4 months of my life. While I was in Florida, I wanted to ensure that I gained more than just memories and friendships. I wanted this experience to set me up for a potential career with the number one entertainment company. I took the time to attend networking events while my roommates were at the pool or in the park. It doesn’t take much and it will be worth it in the end. I don’t have any regrets from my time in the sunshine state and I’m happy that my time there has pushed me to follow my dreams. |
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