by Morgan Jupina For many Kent State students, college graduation is quickly approaching, and it’s time to meet the “real world.” Job searching, resume building and interview prepping are all a part of our final sprint as college students. But what if you’re still trying to figure out what you want to be when you grow up? I had the opportunity to meet with someone who might be able to provide you with a unique perspective. “A lot of what we deal with is foreign individuals who threaten the United States,” he explained. Twenty-year public service veteran and passionate guest speaker at this year’s KSU Media Ethics Workshop, Joe Vealencis, sat down with me to discuss the ins and outs of a career in public service. Vealencis, director of the Office of Strategic Communications at the National Counterterrorism Center (NCTC) – created in 2004 in an effort to stop terrorist action in the United States and abroad – ensures communications are coordinated in various tasks. Vealencis’ responsibilities range from facilitating visits to NCTC from senior officials of foreign organizations, to overseeing public affairs specialists who work on a wide variety of communication, design and publication assignments. Aside from being a man in a suit with a profoundly intimidating career, I learned that he landed his job by following his dream to help people. Vealencis, who wanted to be a lawyer at a very young age, graduated with a degree in marine and environmental science from the United States Coast Guard Academy. After beginning his career as a Commanding Officer in the U.S. Coast Guard, Vealencis eventually worked his way from Senior Legislative Liaison for the Office of the Director of National Intelligence, to his current position. Law to environmental science to NCTC is quite a winding path, but Vealencis is a prime example of being able to accomplish anything you set your mind to. Vealencis expressed that “the mission at the center” of his job is the most gratifying part of his chosen career because he gets to help protect Americans. Obviously, he didn’t graduate college knowing how to counter terrorism, but he went after a job he was interested in. “Public service has always been something that interested me and opportunities presented themselves,” said Vealencis. “I feel good about myself when I go home at night.” Sometimes, when attacks such as the Boston Marathon Bombing occur, Vealencis’ job can become emotionally difficult. “It would be hard to describe what a punch in the gut that was for the men and women of NCTC,” Vealencis remembered. “Some say we should have checked the brothers’ Facebook posts, Twitter and social media even after they were cleared through a robust investigation.” He said he was taking a much-needed vacation in the Dominican Republic, but came back immediately when he had heard about the attack. “I didn’t have to. I just came back. A lot of people did and that’s the kind of place we work,” he said. “We’re going to try to protect you. It’s our family too; it’s our friends too, and it’s our neighbors.” It was evident that Vealencis was remarkably passionate about his career, which I believe to be a great model to follow. Careers in public service can range from federal, state and local government agencies, as well as public and private organizations, and can bring great benefits. Vealencis told me that aside from excellent health benefits, public service allows people to be able to do great things, and it provides a sense of stability. He suggested that students interested in a similar career path develop skill sets in which they are humble, a good communicator in written and spoken word, and that they are able to drive consensus within a free and open conversation. However, he said students also need to have patience in a public service job. “The wheels of government do not turn quickly,” explained Vealencis. “We would rather do it right than do it quick, and those are naturally at odds with each other.” Whether you desire to work in public service or not, Vealencis shows how taking risks for what you’re interested in can get you further in the long run. Don’t be discouraged if you don’t know what you want to be when you graduate. According to Vealencis’ story, you can be anything you set your mind to. Vealencis encourages students to apply to any positions they are interested in even if it is not a first choice. Eventually, you will migrate to a career in public service you enjoy or to the job you’ve dreamed of. “Don’t give up. Keep trying and don’t put all your eggs in one basket.” he said. Watch the video below for more from the Vealencis interview.
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PRSSA Kent officers want all members and PR Kent majors and minors to succeed in their courses. The officers and some recent graduates put together a list of tips and tricks for succeeding in the sequence.
Principles of Public Relations
Newswriting
Print Beat Reporting
Audience Analysis & Research
Public Relations Case Studies
Public Relations Tactics
Public Relations: Online Tactics
Public Relations Publications
Media Relations & Publicity
Law of Advertising & Public Relations
Ethical Issues in Integrated Communications
Bateman
Public Relations Campaigns
by Tim Roberts, Lecturer When it comes to brand ambassadors, National Football League fans are hard to beat. On any given fall Sunday, hordes of logo-clad, face-painted followers pay top dollar to see their wishes fulfilled or hopes dashed. And, as any Cleveland Browns fans would agree, poor on-field performance doesn’t necessarily translate into a loss of affection. We almost instinctively keep coming back for more. The NFL and its 32 teams have financially capitalized on that seemingly unshakeable brand loyalty, but this year a series of ethically questionable decisions and reactions to players’ criminal acts have placed league officials in full crisis management mode and caused some to call for an NFL Boycott. While the finger-pointing over who knew what when continues in the Ray Rice-Roger Goodell saga, the lesson to be taken away is a no-brainer for any PR practitioner—tell the truth as you know it and when you know it to maintain trust and credibility. What's in a name? But a lesser-known transparency issue involving one NFL team can provide even more valuable ethics lessons, especially to aspiring PR pros. For several years, the Washington Redskins organization has been fending off criticism of the team name, with a growing number of groups calling it racist and offensive and demanding a name change. Owner Dan Snyder has not budged publicly in his support for the name. Last July, a website called Redskins Facts was launched to defend the name, with former Redskins players billed as a steering committee. The About Us section portrayed the site as a grassroots effort by team supporters. But on July 29, the online news site Slate posted a well-researched article linking the site to the Redskins and Burson-Marstellar, a public relations agency known for its crisis management work. The authors tracked the site’s source code to a Burson-Marstellar site, and, in addition, their reporting revealed the Redskins Facts site had the look and feel of other Burson-Marstellar crisis management site templates. A team spokesman danced around the question whether the Redskins was involved with the site and Burson-Marstellar did not even respond to Slate. After the story appeared, however, both Burson-Marstellar and the Redskins acknowledged their involvement in a Reuters article published July 30, with the agency saying through a spokesman it was representing the Redskins. While astroturfing may be too strong of a word considering both the team and the agency acknowledged their roles after the Slate article appeared, the initial lack of transparency and fudging by the Redskins and especially Burson-Marstellar is disturbing. It’s easy to criticize the agency for not being open with Slate about its involvement with the team and the website, as well as not insisting the Redskins make clear on the site its relationship. The Disclosure of Information section in the PRSA Code of Ethics covers that ethical misstep with clarity. What does this mean for PR ethics? As PR practitioners, we advocate for our organizations and clients. But we also are supposed to provide wise, ethical, and informed counsel. Both ethically and strategically, the Burson-Marstellar agency didn’t do the job. Research is the alpha and omega of public relations, and the agency should have insisted on conducting objective, scientific and targeted research to gauge what Redskins’ fans think of the name and the controversy. (The Redskins Facts site does link to ESPN and Washington Post polls showing a plurality of support for the name.) If the research was in line with the other polls and showed fans supported the current name or were apathetic about it, the agency would be obligated to report that. Then, it should take the ethical high road and insist the team be transparent about who was responsible for the website. If the team resisted, it would be appropriate for Burson-Marstellar to turn down the website assignment. It wouldn’t be the only agency that ever “fired” a client over ethical issues. PR pros need to start taking ethical inventories of themselves, their organizations, and their clients. And when they do so, they need to remember the old adage, “When you lay down with dogs, you get fleas.” by Steph Martoccia Social media and online news outlets are buzzing about the Urban Outfitters sweatshirt that features the Kent State University logo and what appears to be splattered blood, alluding to the May 4, 1970, shooting on campus where four individuals were killed. Thousands of people are tweeting their outrage, making both “Kent State” and “Urban Outfitters” trending topics on Twitter. The worst part about this whole situation is Urban Outfitters has either lied to the public about the motive behind its sweatshirt, or its designers are very ill-informed about historic events. Urban Outfitters apologized for the outrage the sweatshirt caused. The company released this statement on the morning of Sept. 15: "Urban Outfitters sincerely apologizes for any offense our Vintage Kent State Sweatshirt may have caused. It was never our intention to allude to the tragic events that took place at Kent State in 1970 and we are extremely saddened that this item was perceived as such. The one-of-a-kind item was purchased as part of our sun-faded vintage collection. There is no blood on this shirt nor has this item been altered in any way. The red stains are discoloration from the original shade of the shirt and the holes are from natural wear and fray…" From a public relations standpoint, this statement is not good. There are hundreds of universities in the nation Urban Outfitters could have placed on this sweatshirt, yet the company wants its publics to believe it was an accident Kent State was featured on a faux-bloodstained sweatshirt. Kent State colors are blue and gold; why would Urban Outfitters choose red for this sweatshirt? Urban Outfitters should not try to cover up its mistake; it makes for a shallow apology. It should be telling the truth behind the motive of this shirt instead of saying the “sun-faded” discoloration has led to the appearance of blood splatter. The validity of the statement is hard to believe, making this a public relations catastrophe. Kent State released a statement as well, stating: "We take great offense to a company using our pain for their publicity and profit. This item is beyond poor taste and trivializes a loss of life that still hurts the Kent State community today. We invite the leaders of this company as well as anyone who invested in this item to tour our May 4 Visitors Center, which opened two year ago, to gain perspective on what happened 44 years ago and apply its meaning to the future." The Urban Outfitters spokespeople could learn a thing or two from Kent State media relations pros. This statement not only demonstrates a clear, concise reaction to the event, it also promotes the May 4 Visitors Center, something that may not have gained any national media attention otherwise.
The release of this sweatshirt is truly offensive to the Kent State community, and the way Urban Outfitters has chosen to handle this dilemma is testing the loyalty of its remaining customers. Many people have declared via social media they will never shop at this store, again. Whether their statements are true or not, it is clear this company has to work on its communications before it is able to regain public trust. |
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