Fall2016

NewsfromPRSSA-UD’sFallSemester

In this issue:

Ø #UDatNC:PRSSA-UDTakesIndyforNationalConference

Ø PRSSA-UDVisitsWashingtonD.C.Ø MySummerwithJMG-PRØ TipsfromaFreshman

CommunicationInterestMajorØ TheArtofOver-Deliveringand

Authenticity:NightwiththeProsFall2016

Ø SkillSlam:6Pro-TipsonClinchingYourNextPRInternshiporJob

Ø ShapingtheMessage

AletterfromthePRSSA-UDpresident,

Best,KatherineBartell

TheFall2016Semesterwasanincredibleone!Withanewexecutiveboard,PRSSAaccomplishedsomanyincrediblethings!WelaunchedtheDiversityDirectorposition,anewroleonourexecutiveboardtoincreaseawarenessofdiversityandinclusioninourorganizationandoncampus.WealsoattendedthePRSSANationalConferenceinIndianapoliswhere6executiveboardmembershadtheopportunitytonetwork,gainknowledgeabouttheindustryandexplorethecityofIndy!OurchapteralsowontheStarChapterAwardforthe7thconsecutiveyearinarow. PRSSA-UDstartedtheOutreachCommitteeinwhichourorganizationworkswithotherRSO'soncampusinordertohelpthembetterpublicizethemselves.WehadourfallfieldtripwherewevisitedthreeamazingagenciesinWashingtonD.C.andweheldourannualNightWiththeProseventwherewehad4successfulprofessionalssitonapanelandtalktoourmembers.ThisismythirdsemesteraspresidentofthisorganizationandIamsoamazedathowfarithascome.Ioweallofouraccomplishmentstoourdedicatedmembersandtheextremelytalentedexecutiveboard.IamsoexcitedtoseewhatthefutureholdsforPRSSA-UD.HappyHolidays!

Eightcupsofcoffeeandonelayoverlater,PRSSA-UDarrivedinIndianapolisforthePublicRelationsStudentSocietyofAmericaNationalConference.Despiteluggingaroundbagsfullofblazersandbusinesscards,oureyesremainedwidewithexcitement.Whatgoesdownatanationalconference?Wearegratefultobeabletoanswerthatquestion. SoManySessions,SoLittleTime YoumightassumethatthefirstthingPRSSA-UDdidafteralongdayoftravelingwasnap.Youwouldbewrong.Assoonashotelroomswereready,everyonewaslookingoverthescheduleofsessionsfortheweekend.Decisionsweremadeinordertodivideandconquerandhearasmanyspeakersaspossible.Throughouttheweekend,ourchapter’sattendeeswouldtakecopiousnotesandthenreuniteasanexecutiveboardtocomparewhatwehadjustlearned.Sessionsrangedfroma“minifilmfestival”onCorporateSocialResponsibility,learninghowtoprepareforcrises,andinternshipadvicefromthe“InternQueen”herself,LaurenBerger.Nationalconferenceallowedusface-to-facetimewithaccomplishedandmotivatedprofessionalsfromalloverthenation.Wewereallowedtoaskquestionsabouttheprofessionandlifeingeneral,andweremetwiththought-provokinganswersandadvice. NotYourAverageCareerFairInadditiontoattendingavarietyofsessions,ourchapterattendedbotharesume-critiqueworkshop

andacareerfair.However,thiswasn’tjustanotherballroomfilledwithrecruiters.Thecareerfairwas

fullofprofessionals,companiesandgraduateschoolsthatwehadactuallyheardof,pertainedtoourfutureandthatweallalready

researchedforfun(yes,clearlywe’rePRnerds.)Wehadconversationswithemployerswhogenuinelywantedtohearourinterestsandhelpguideusintherightdirections.IndyHasWhat?!Inouroff-time,whenweweren’tnetworkingandaddingnewfriendsonLinkedIn,ourPRSSA-UDchapterexploreddowntownIndianapolis.BecauseofmydesiretowatchtheWorldSeries,wewenttorestaurantsandlocationswewouldn’thaveotherwise.Wehonestlydidn’tknowwhattoexpectinIndianapolis-butafterafewmealsweallagreedthefoodisdelicious,thestoresaretrendyandthelocationisfullofwonderfulhistory.Didyouknowthatfancyrestaurantscanhavebowlingalleysanddutchbabiestastedeliciouscoveredwithapplesandpopcorn?We’rebringingthatbackwithustoDelaware.FromanExecutiveBoardtoSistersThroughoutPRSSA-UD’sentiretriptoIndianapolisfornationalconference,onethingbecameclear:wesincerelyloveourchapter.Thoughalotoftimewasspentwithourfacesburiedinourphonestolive-tweet,wegrewsomuchcloserandmadememoriestolastalifetime.Watchoutworld-thisgroupofPRenthusiastsarecomingforyou…andwe’refocused,passionateandhaveagrowingnetworkofsimilarfriendsacrossthenation.

#UDatNC:PRSSA-UDTakesIndyforNationalConference

By:BrittanyO’Connell

TwentyPRSSAmembersfromourUniversityofDelawarechaptertraveledtoWashington,D.C.tomeetwiththreepublicrelations/marketingagencies.WemeetwithFenton,Allison+Partners,andMultiply.Commonthemesthroughoutallthreeagenciesincludedtrendsofintegratedcampaignsthatinvolvebothearnedandpaidmedia,occasionallypushingyourclienttoseechangeandcreativityhappen,andreinforcingthevaluableskillofwritinginthePRprofession.

OurfirststopofthedaywasFenton,asocialchangeagencywithclientssuchasTheAmericanHeartAssociation,WarnerBrothers,andJohnsonandJohnson.Fentonoffersapaidfellowshipforrecentcollegegraduatesinanyoftheirfourofficelocations.Fentonworksforcausestheybelievein,andusetheirPRskillsandjournalismbackgroundstogetimportantissuesnoticedbythepublic.Theyhaveworkedwiththeirin-houseteamtocreatemovingvideocampaignsaboutthesodataxinPhiladelphia,DonaldTrumprunningforPresident,thefamineinAfrica,andfrackinginNewYork.Theirworkaimstocausebehaviorchange.TheyofferedusadvicetogetanMBAorMastersbecauseitisvaluablenowadays,workhardtomakesureyourwritingskillsareoutstanding,andifthere’sanopportunitytoworkatastartuporbecomeanentrepreneurearlyinlife-takeit!

Next,wevisitedAllisonandPartnersandmetwiththeirD.C.generalmanagerTaraandthreeotheraccountexecutives.SomeofAllison+PartnersclientsincludeSamsung,Hulu,andLexus.Taratalkedtousabouthowimportantinfluencersare.Whetherit’ssocialmedia,celebrities,orfriends,A+Pfocusesontheinfluencerstounderstandhowtoreachtheirclients’targetmarket.Taratoldusto,“alwayshaveaseatatthetable”whenitcomestoworkingwithbigclientsandtheirmarketingteams.Youwanttobeinvolvedandhaveyourprofessionalopinionheardandvalued.Sometimesyoualsoneedtopushyourclientsoutoftheircomfortzonetocreateuniqueandeffectivemedia.Shetalkedaboutmetricsandhowimportantitistotrackyourprogresssoyoucangobackandshowyourclientwhatyourcampaignsandideashaveaccomplishedbythenumbers.Inadditiontohavingstrongwritingskills,theagencyrelayedtousthatcontentcreation,blogging,andproblem-solvingskillsareallvaluedatPRfirms.WeendedourdayinD.C.inGeorgetownatMultiply(formallyDBC).TheCEOSkypedustointroduceustoMultiplyandtheircorevaluesandshowedustheirnewreal-timeearnedmediadashboards.Again,wewereinformedabouttheimportanceofmetrics.ThreedifferentaccountexecutivestalkedtousaboutrecentcasestudiestheyhadaccomplishedfortheirclientssuchasACEHardware,CruzanRum,andCorona.Multiply’screativitystoodouttomebecausetheyaredoingworkforclientsthatnootherbrandhasdonebefore.ForACEtheyhostedaworkshopforlifestyle/homebloggersandmagazinestointroducethenewAmyHowardathomeDIYline.ForCruzanRumtheysentoutavirtualrealityexperiencemailerandreceivedearnedmediafromMaximandMen’sJournal.Finally,theydiscussedacampaignforCoronabasedofftheir“FindYourBeach”sloganwheretheyofferedbeachsidebeerdelivery,“BringingBeersfromBoattoBeach.”Inadditiontostressingwritingskills,theytalkedabouthowit’ssoimportanttobeabletochangeyourvoicefordifferentclients.Knowinghowtoreachalldifferenttargetpopulationsthroughyourtoneofvoiceandideasisanotherkeytosuccessinthepublicrelationsindustry.OverallourtriptoD.C.wasonetoremember.Wearesothankfultoallthefirmsfortakingthetimetomeetwithusandofferingsuchvaluableadvice.Can’twaittoreturn!

PRSSA-UDVisitsWashingtonD.C.

By:AmeliaLudwick

Internshipscanbeasensitivetopicformost.Theywantyoutohaveexperience,butwon’tgiveyoutheopportunitytogettheexperience,soyouusuallyfindyourselfstuckbetweenarockandahardplace.Ihavedefinitelyencounteredthisproblemalongwithsomanyofmypeers.So,whenyoudolandthatpositonyouneedmakethemostofeveryminute.IlandedmyfirstPublicRelationsrelatedinternshipatJMG-PRinlowerManhattanthispastsummer.JMG-PRisa“fullservicepublicrelationsagencywithaspecializationinthelifestyleandentertainmentindustries”.Whatthismeansisthatthecompanyfocusestopromoteawarenessandengagementfortheirclientsbypitchingplacementstothemediatopublish.Thisisexecutedinmanywayswithuseofspecialevents,socialmediacampaigns,featurearticles,andmore.Myjobasasummerinternconsistedofresearching,creatingmedialists,pressclips,andfacesheets.Aswellasassistingwiththecompany’smediarelations,eventplanning,creatingtalkingpointsforinterviews,andformulatingsocialmediacampaigns.Itwasaverybusysummertosaytheleast.NodaywasjustliketheotherandIneverknewwhatIwouldbefacedtotackleuntilIcameintotheofficethatmorning.Thedemandshifted

fromclienttoclientbasedontheirneedsandthetimelinessoftheirrequests.DuetothefactthatJMG-PRisafairlynewagency,myinternshipwasuniquetoothersatlargerandmoreestablishedfirms.IwasabletoformacloserelationshipwithmybossandCEO,JennaGuarneri,thatpositivelyimpactedmysummerexperience.Shepresentedherselfwithsuchpoiseandgraceineverysituationshefaced,thatitmotivatedmetoworkdiligentlyandrisetoherexpectations.Shewassowillingtoteachmeallthatshe’slearnedthroughouthercareerthusfarandallowedmetoapplymyknowledgetobeveryhands-onthroughouttheinternship.Beingableto

physicallywritepresssummariesandeditthemalongsideJennawasmorebeneficialtomethanallthatI’velearnedintheclassroomsofar.Iappreciatethisexperiencesomuchandcannotwaitforwhat’stocome,I’vegottenatasteofthe“realworld”andIlikeit.Forthosewhoarelookingfortheirfirstofmanyinternships,myadvicetoyouistobepersistent,workyour

connections,anddoyourresearch.Myadviceforthosealreadyinthe

positionistoaskquestionspertainingtoyourtasksorevenpersonalquestionstogettoknowyourcoworkersandsuperiors,alwaysbeearly,andbeself-aware,becauseyou’recommunicatingallthetimeandyouneverknowwho’swatching.

.

MySummerWithJMG-PR

Source:@jmg_pr

By:TylerNolley

The transition from high school to college can be extremely difficult and exciting for many, no matter what their major. As a freshman communication interest major, the experience has not been an easy one, but it will be well worth it. I’m here to explain some tips and tricks on being in this specific major from my personal experience as a first semester freshman. Freshmen can take two different communications classes their first semester, COMM 350 (Public Speaking) and COMM 256 (Principles of Communication Theory). Both of these courses count towards becoming an official “communication” major. COMM 256, taught by Dr. Mortenson, is considered an interpersonal communication class because it focuses on the fundamentals of communicating through verbal and nonverbal messages. The class is very interesting and can give anyone a new perspective on how humans interact with one another. It is also very challenging, so having a study plan for exams is important. I would recommend finding a study group to go to Dr. Mortenson’s office hours together. These sessions can be helpful because he specifically says, “In class I lecture but during office hours, I teach.” It’s also beneficial to study a week or more in advance for the three exams of the semester because they cover a lot of material that can be confusing at times.

As for COMM 350, public speaking can be intimidating for a lot of people but if you prepare for the speech days in advance and get comfortable with your audience, you are bound to succeed. I would try practicing the speech once out loud by yourself and then in front of a small group of people. Also, getting involved in communication clubs can be beneficial. Being a member of the Public Relations Student Society of America (PRSSA) is a great resource for communication interest majors because the general meetings provide information from men and women who currently work in the communication field. You can also get involved in writing clubs such as the campus newspaper, The Review, or the fashion magazine here at UD,

UDress. I interviewed Sarah Cotrell, a fellow communication interest major, and asked her about her experience with the program thus far. Sarah explains, “I don't like the selectiveness that comes with being a communication interest major, however that is a very strong motivation to work

my hardest and want to do my best.” I would agree with Sarah because it can be a challenge to work hard to get into the desired major but at the end of the day we know this is for our future. Communication interest majors have a long road ahead of them but the end result will be worth while.

TipsfromaFreshmanCommunicationInterestMajor

By: Marissa DiGiacomo

Pearson Hall is where the University’s department of communications is held. This photo is retrieved from the University of Delaware website.

OntheeveningofNovember10th,PRSSA-UDheldtheirannual“NightwiththePros”.ThreeBlueHenalumservedaspanelistsandovertwentyeagerUDstudentsawaitedadviceatMainStreet’siconicKlondikeKate’s.Steaminghotcoffee,snack-sizedhorderves,andanormallybustlingatmospherehushedfortheeveningwelcomedourfourpanelists:KutztowngradSaraBrace(socialmediaspecialistatSEOMInteractive)andUDAlumJoyDiebert(pressofficeratPhiladelphiaMuseumofArt),KristenVanIderstine(communicationsmanageratPhiladelphiaSoul),andPRSSA-UD’sownKeriBetters(communitycoordinatoratTheArcherGroup).

Thehourandahalflongeventwaspackedwithpro-tipsandadviceinworkinginsocialmedia,mediarelations,publicrelationsandprofessionalismingeneral.Thefollowingtenbestpracticeswereechoedandemphasizedbyourfourpanelists:1 Neverunderestimatetheimportanceofwriting.

Writingwilllikelybeadailyrequirementwithanypositionrelatedtocommunication.Itisessentialtocreateastrongwritingportfolioasastudentsopotentialemployerscanseetheworkyou’vedone.Onceemployed,itiscriticaltoknowyouraudienceandunderstandthatyoumayneedtoadjustyourvoicedependingonwhoyouaretryingtoreach.Forexample,Kristen’swritingdrasticallyshiftswhensheisreachingouttothoseunfamiliarwitharenafootballcomparedtothosewhoareSoulsuperfans.

2 Understandthevernacular.Inadditiontostrong

writingskills,youwillneedequallystrongspeakingabilities.Followcompanieswithintheindustryyouaremostinterestedinonsocialmediasothatyoucanbegintolearntheirjargon.

3 Under-promise,over-deliver.Beago-getterandmaketheinitiativetojumponnewtasksandprojects.Similarly,beawareofdeadlinesanddon’tonlymeetthem,butgiveyourselfanearliermentaldeadlinesoyourassignmentisreadytogoshouldyourbossneeditsoonerthanexpected.

4 Bereadytobackupanythingyouincludeonyour

resume.Youwillbeaskedaboutit(eventhatonesmalljobyouincludedatthebottomofthepage)duringtheinterviewprocess.

5 Usepersonalsocialmediaaccountstoyour

advantage.Wehavebeentoldtimeandtimeagaintocleanuppersonalsocialmedia.Takeitastepfurtherandusesocialmediaasanextensionofyourselfandstrengthenyourpersonalbrand.AsSEOMInteractive’sSarasays,“socialmediaisamicrophoneforeveryone”.Thiswillallowemployerstoseeaglimpseofyourpersonalityandshowthemthatyouknowhowtouseeachplatformeffectively.

6 Startthejobsearchearlyandaskforfeedback.

Themoreinterviewexperienceyouget,thebetter.Theseprofessionalscanbeagreatresourceforprovidingfeedbackandsuggestionsonimprovingyourresume.

7 Toseniors:havefun,butremainfocused.Make

themostofyoursenioryearbymakingconnectionsandremainingincontactwiththemafteryougraduate.Realizethatyourscheduleisgoingtochangeonceyoutransitionintotheprofessionalworldandprepareforit.

8 Don’tleavetheofficejustbecauseyoucan.Don’trunoutthedoorassoonastheworkdayisover.Instead,stayextrahoursandaskcoworkersandhigherupswhatyoucanhelpwithandgetstartedonfutureprojects.Your

TheArtofOver-DeliveringandAuthenticity:NightwiththeProsFall2016

By: Kara North

dedicationintheofficewillnotgounnoticed.However,yourbosswillalsonoticeifyouaredraggingoutprojectsthatshouldbecompletedinashorteramountoftime.Findabalance.

9 Beauthenticandshowyourtruepassionfortheindustry.PhiladelphiaMuseumofArt’sJoyDiebertbelieves“truepassionshinesthrough.”

10 Don’tslackoffonceyou’vesecuredthe

internshiporjob.Succeedingonpaperandintheinterviewareonlythefirststeps.Continuetoworkhardandreflecttheskillsyouincludedonyourresumethroughoutyourtimeasaninternandemployee.Learnfromyourcoworkersandexpandyourskillset.

Asyoungprofessionalsinaneverchanging,fastpacedfield,ourpanelistshaveundoubtedlyfacedsomechallenges.However,theyofferedsomebeneficialadviceonhowtohandlesuchinstances.AccordingtoformerPRSSA-UDExecBoardmemberKeri,“challengesarenotnegative”.ThereisanopportunitytolearnandgrowwitheverysituationPRprofessionalsface.TocombattheoccasionalcreativeblockssocialmediaspecialistSarafacesasaone-persondepartment,collaborationiskey.Althoughsheissolelyinchargeofhercompany’ssocialmediapresence,shehasfoundthatherworkismadestrongerwhencombinedwithpublicrelationsandoftenaskshercoworkersforfeedback.WorkingforPhiladelphia’schampionarenafootballteampresents

asimilarchallengeforKristen,whoistaskedwithmaintainingsocialmediaengagementthroughouttheteam’soffseason.Onewayshesucceedsindoingsoisfindingalternativewaystopresentthecontentsothatitneverappearsrepetitive.Inresponsetoanychallengethatislikelytoariseintheprofessionalworld,ourpanelistsagreedthatonethingisessential:alwayshavesolutions.Neverpresenttheproblemasanobstacle,ratherapproachitwithameansofresolution.

Thenightconcludedwithadiscussiononcompany“fit”.Theidealwork

environmentisdifferentforeveryone.Regardlessofwhetherit’syourcoworkers,clients,thelocation,oroverallenvironmentthatdrawsyoutoacompany,youmustfindsomethingthatmakesyouexcitedtogotoworkeveryday.ForKeri,TheArcherGroup’s“workhard,playhard”mantraiswhatfirstattractedhertothecompany.Heradviceistopayattentiontowheretheemployee’sdesksaresetupintheofficespaceduringofficetoursandvisits.Aretheyhiddenincubiclesorspreadinanopenlayout?Observewhattheemployeesaredoing.Aretheykeepingtothemselves,earspluggedwithheadphonesorspeakingtooneanother?Youcanalsofindoutaboutacompany’sworkenvironmentbyaskingyourinterviewertheirfavoritepartofthejob.Youwillbeabletotellwhetherornottheyaregenuinelyexcitedaboutitanddetermineifyouwillbetoo.Sometimes,youhavetotryapositionatanewcompanytoreallygetafeelforwhetherornotyouwillloveworkingthere.NightwiththeProsleftPRSSA-UD’smembersfeelingmorepreparedtotakeonaninternshipandbegintheprocessofsearchingforacareeraftergraduation.Thankyoutoallofourpanelists!

OnNovember14th,PRSSA-UDmetwithVicePresidentVictoriaDellacavaforsixtipsonhowtogetcovetedPRinternshipsandjobs.

Pro-Tip#1:TakeAdvantageofYourResourcesTherearehundredsofdifferentjobandinternshipdatabasesthathavethousandsofopenings.Attimesthiscanbeoverwhelming.Tomakeyourtasklessdaunting,lookforsitesthatfocusonthespecifictypesofPRthatinterestyou,suchasIdealist,asitethatpostsnon-profitopportunities.Takeadvantageofdifferentfilterswithinjobsitestonarrowyouroptions.Don’tbeafraidtoclickthroughasitebecauseyouneverknowwhatyoucouldfind.Pro-Tip#2:ReachOuttoYourProfessors,Mentors,Peers,andProfessionalCentersOften,thekeytogettingtheperfectinternshipcomesthroughconnections.Talkingtopeoplecancreatecareeropportunities.Thisdoesnotnecessarilymeanshovingyourbusinesscardinthe

faceofeverybodyyoumeet,butdistinguishingyourselffromotherfacesinthecrowdornamesonalist.Pro-Tip#3:LookUpaBrand’sPRReleasestoFindTheirAgencyIfyouhaveaspecificbrandinmindthatyouwanttoworkwithorfor,lookuptheirPRreleasestofindoutwhatagencytheyuse.Onceyougatherthisinformation,don’tbeafraidtoreachouttoseeifyoucanset-upaninformationalintervieworlearnabouttheirinternshipprocess.Pro-Tip#4:StayOrganized!Itcangetchaoticwhenyoudesperatelywantthatinternshipandyouareapplyingtotwelvedifferentcompaniesandagencieshopingoneofthemseessomethinginyou.Createaspreadsheetwithallofyourdeadlinesandwhatyouhavecompletedfordifferentcompanies.Nothingwouldbeworsethanmissingadeadlineforanagencyyouwanttoworkforandthatactuallywantsyou.Pro-Tip#5:SendingYourApplicationUnlessthecompanyoragencyspecificallysaystoNOTsendacoverletter,youshouldtoshowyourpersonalityandcommitmenttothatcompany.Payattentiontotheapplicationinstructionsbecauseoneoftheeasiestwaystogetridofapplicantsisbydiscardingtheapplicationsthatwerenotsubmittedtotherightpersonorintheproperform.Pro-Tip#6:LetYourVoiceShineThroughCompaniesaren’tlookingforalifelessrobottoworkforthem,sobeyourselfinyourapplication,especiallyinyourcoverletter.Justmakesurethatthewayyouarepresentingyourselfisconsistentwiththevibeofthecompany.AlsomakesuretocheckoutDannyRubin’s(@DannyHRubin)bookWait,HowDoIWriteThisEmail?forcraftingemailsforeveryscenario.

SkillSlam6:Pro-TipsonClinchingYourNextPRInternshiporJob

By:JennaNewman

By:PaulNaidas

OnNovember28,PRSSAfeaturedIkeRichman,anexperiencedPRprofessionalboasting26yearsofexperiencewithComcastSpectacor.Throughhiswork,heoverseesPublicRelationsandCommunicationforthePhiladelphiaFlyersandcountlesseventsintheWellsFargocenter.AfterprovidingfreeT-Shirts(acollegestudentstaple,)Richmandeliveredanengaging,informativespeechthattoucheduponhisbeginningsinPR,tipsongettingpeople’sattention,andexperiencewithcrisiscommunication.RichmanbeganhisjourneyattheUniversityofMaryland,dreamingtopursueacareerinradioto

becomethethenext,hottestDJ.Latertohisdismay,hewouldfindthatlandingacareerinradiowasnoeasytask.ButtoRichman’sbenefit,

radiowouldbethegatewayintotheworldofPR.Throughanopportunitywithsportsradio,RichmanattainedapresspasstoaFlyersgamewherehewouldinterviewplayersfortheshow.Withhisluck,hemetthePRmanageroftheFlyersandaftersomeconversation,madeaconnectionthatwouldleadhimclosertothePRcareerhehastoday.Richman’stake-awayfromhisbackgroundstoryissimple:takeadvantageofopportunitiesthatexist.HadheneverstuckhisneckouttoattendtheFlyersgame,heneverwouldhavemetthecrucial

peoplewhohelpedhimalongtheway.Withhavinglittleknowledgetostart,RichmanquicklylearnedanotherimportantlessonaboutPR.It’scenteredaroundthequestion:Howcanyoupublicizesomethingyouknownothingabout?”InRichman’sbeginningsasaPRprofessional,helearnedit’sveryhardtoshareastorywithlittleknowledgeofitssetting,characters,andplot.Herecommendsknowingthein’sandout’sofastory,readingeverything,andfindingsomethingpeoplewillcareabout.It’swhatgetspeople’sattention.RichmanrecommendswhentitlingapressreleasetofollowtheWhat,Where,Whentechnique.Itdescribesthestorysimply,andeffectively.Keepingtheinformationnewandexcitingisbetterthanfocusingonreturns,encores,andpastevents.RichmanthenrecalledatimewherehewroteapressreleaseaboutaRussianfigureskatervideotapinghiswaytoacareerintheUnitedStates.Hehadtitledit,“RussianManShootsHimselftoGetaJobintheUS”provingthatalittlehumorandcreativitycangoquitefar.Finally,Richmanreviewedhisexperiencewithcrisiscommunication.In1996,RichmanfoundhimselfbombardedbythepressinquiringaboutafloodthatoccurredonsiteattheconstructionoftheWellsFargocenter.Throughhisexperiencehestates,“…whenansweringthepress,it’simportanttofocusonthesesteps:staycalm,findoutwhattheywanttoknow,containthemfromthecrisis,deliverthemessage.”Hedirectedthepressawayfromthefloodedareas,andkeptthesituationundercontrolbyansweringquestionsswiftlyandhonestly.“PRpeopleshapethemessage.”–IkeRichman

ShapingtheMessage

MadewithReciteQuoteCreator

MadewithReciteQuoteCreator

AmeliaLudwick

TylerNolley

MarissaDiGiacomo

KaraNorth

JennaNewman

PaulNaidas

BrittanyO’Connell:EditorandPRSSA-UDPRDirector

KatherineBartell:PRSSA-UDPresident

Thanksforagreatfallsemester,PRSSA-UD!Keepuptheoutstandingwork!

/PRSSA.UDPRSSA_UD@PRSSA_UD#UDcommPR