Feeds:
Posts
Comments

J452 class Noon 2015 J452 class 2 p.m. 2015
It was such a treat to work with these promising students, most of whom graduated earlier this month. I miss them already! Listed below are some highlights from their work. The pictures above, as well as the work featured below, are displayed with students’ permission.


Infographics

Madison Hare produced an infographic about the illegal elephant ivory trade.

Lily Steinbock created an infographic about the need to protect coral reefs.


Informational interviews
Jessica Landre wrote about her informational interview with Sara Israel, assistant account executive at Edelman.

Courtney Mains provides an inside look at Nike through her informational interview with Brittney Orth, a communication specialist.

Rebecca Rhodes discusses advice for graduating seniors based on her informational interview with Hilary Marvin, an account coordinator for Allison & Partners PR.

Alex Trulio takes an inside look into sports PR through his interview with Aaron Grossman, corporate communications manager for the Trail Blazers.


Blog posts
Allison Barry shows how a company should apologize after an insensitive tweet through her comparison of the DiGiorno Pizza and Epicurious case studies.

Claire Sanguedolche critiques the CSR strategy of donating money for awareness tweets.

Leigh Scheffey discussed how politicians should react to damaging social media content by their employees.

Following my class, Kati VanLoo wrote a blog post about her application of my presentation tips to speaking articulately in professional settings.


Social media audits
Jessi Hales, Emily Lauder, Claire Sanguedolche, and Madi Weaver performed a social media audit for National Farm to School Network.

Sofia Doss, Jessica Landre, Olivia Gonzalez, and Danielle Friend conducted a social media audit for Inn at the 5th.

Allison Barry, Monique Carcamo, Cody Koenig, and Alex Trulio performed a social media audit for The Hult Center.

Karen Ramming, Skylar Ojeda, Kate McCue, Alejandra Gutiérrez, and Michael Eiden conducted a social media audit for Asbury Design.

Fall 2013 Class

These students have a bright future ahead of them!
(Picture and student work used with permission.)

I had a wonderful public relations class this fall. This quarter was particularly busy with my large lecture class and work on an interdisciplinary NSF grant, among other big things, and it was always a highlight of my week to mentor this enthusiastic group and see their growth in just 10 weeks.

Infographics
You can see students’ infographic tips and click on the images of their infographics for a close-up view of them.

Jessica Stancil created an infographic to encourage people to watch a one-minute video to learn CPR.

Nicole Marlborough created an infographic for a CSR program she proposed.

Marisa Blair created an infographic about the success of MTV’s Video Awards show.

Lindsey Contino created an infographic about cooking safety as a bulletin board poster for her catering job.

Allie Masterson created an infographic to highlight the accomplishments of the San Francisco Giants.

Taylor Yacobucci created an infographic to encourage communities to support a music festival.

Informational Interviews

Jen Eisenmann shared tips from her informational interview with Nike’s Kayla Glanville.

Bradley Sheets shared tips from his informational interview with federal speechwriter Neil Mansharamani.

Ryan Lundquist shared tips from his informational interview with Megan Bauer, who is now with the Hoffman agency.

Brooke Baum shared tips from her informational interview with Lane PR’s Angie Galimanis.

Haoyun Zhou shared tips from her informational interview with Levi Strauss & Co.’s Ginger Liem.

Insights From Social Media Audits

Kaitlyn Chock discussed social media insights based on her team’s work for Cawood.

Nellie Maher discussed social media insights based on her team’s work for the City of Eugene.

Tori Opsahl discussed social media insights based on her team’s work for Sixth Street Grill.

Sarah Holcombe discussed social media insights based on her team’s work for The Reach Center.

Computer
If you’re in a research methods course, you might be studying qualitative methods and have heard of grounded theory. If you’re interested in performing a grounded theory approach to data analysis (or sharing a fresh example with your class), this blog post is for you.

Or, you might be reading this because I mentioned in my research-in-brief article in Public Relations Review that a list of open codes, properties, and examples of participants’ words from my study about Millennial practitioners are available on my blog (that would be this blog post).

One of the challenges of understanding the grounded theory approach to data analysis results from the abstract nature of the explanation:

Open coding: Basically, you read through your data several times and then start to create tentative labels for chunks of data that summarize what you see happening (not based on existing theory – just based on the meaning that emerges from the data). Record examples of participants’ words and establish properties of each code (see my charts below).

Axial coding: Axial coding consists of identifying relationships among the open codes. What are the connections among the codes? This will be easier to understand when you see the last chart of this blog post.

Selective coding: Figure out the core variable that includes all of the data. Then reread the transcripts and selectively code any data that relates to the core variable you identified. Again, this is easier to understand through the last chart of this blog post.

The study I’m using as an example is about relationship building with the Millennial generation of practitioners who work at PR agencies. The data came from asynchronous online discussions (via Focus Forums) with 50 participants and emailed data from one participant.

Research question one: How do Millennial practitioners who work at public relations agencies describe their generation of public relations practitioners?

Open codes for RQ 1

Open code Properties Examples of participants’ words
Wanting experiential learning Seeking credentials
Feeling ambitious
Seeking excitement
Being eager
Seeking experience
Ambitious
Hungry for responsibility
Want to be the next big thing
Driven
Ready to roll
Always looking for a new thrill
Grow quickly
Learn things on our own
Pioneering social media and easily adapting to change Being comfortable with social media
Wanting to lead
Creating and embracing new ideas
Not being afraid of technology
Risk-taking
Being fresh
Creating and accepting new ideas
Embracing a rapid fire speed
Being creative
Feeling entitled due to unique qualifications, as compared to previous generations Coming equipped with a public relations education and several internships Mostly PR majors instead of majoring in other fields
Being educated in public relations
Starting jobs with several internships under the belt
Having a great foundation from majors and internships
Craving immediate feedback and being motivated by feeling appreciated Desiring attention
Wanting to impress
Wanting a mentor
Want to feel valued and appreciated
Want to be recognized
Want feedback
Want to be rewarded for good work
Advocating a
work-life balance
Seeking personal fulfillment
Recharging by enjoying a rich personal life
Being raised to believe they could have it all
Don’t want to work our lives away
Want to have room for a life outside of work
Raised to expect excellence in our personal lives
Possessing the personal skills and characteristics needed Getting along well with people
Being intelligent
Valuing ethics
Friendly, sociable
Motivated by friendships at work
Smart, clever, sharp
Ethical


Research question two: What can be learned about cultivating a long-term relationship with Millennial public relations agency employees based on their own perspectives?

Open codes for RQ 2

Open code Properties Examples of participants’ words
Being groomed Being mentored
Getting to work on new accounts
Getting to have face time with the client
Being included in discussions about personal long-term goals and organization’s long-term goals
Getting funding for graduate school and skills workshops
Mentored
Trained to specialize in a needed area
Assigned to new accounts
Included in new business planning
Involved in conversations about the long-term outlook of the department
Meeting about long-term goals and incentive packages
Sent to professional development sessions
Paid for graduate school
Face time with the client
Constantly learning Having intriguing work
Developing professional skills
Intriguing work
Constantly learning, training
Receiving verbal encouragement and making observations Feeling appreciated
Noticing low turnover and receiving messages about growing the company from within
Asked if I’m happy
Talk about the future
Get regular reviews
Constant congratulations
Get messages about growing the company from within
Very little turnover
Being cared for as a whole person Caring about personal well being by both the organization and senior management
Encouraging and enabling a healthy personal life
Personal development fund
Lacking a personal touch (negative evidence)
[Senior exec.] like a second mother
Long hours, low pay (negative evidence)
Working in a good environment Working in an organic culture
Feeling like they fit in
Working with great people
Agreeing with the organization’s philosophy and values
Personality of the office
If I fit in
Open and honest communication
I love the environment
Wonderful people
We don’t have titles. My old large agency put so much emphasis on titles and I think it hindered work quality
The organization isn’t as dynamic as other employers (negative evidence)
Having interests and preferences accommodated Getting to choose projects, dress and hours Get to choose my accounts
Get to wear jeans
Flexible hours


Research question three: What irritates or upsets Millennials when receiving feedback on their work?

Open codes for RQ 3

Open code Properties Examples of participants’ words
Getting called out Detesting verbal vomit and being ridiculed
Feeling discouraged
Getting ripped apart
Chewed out
Bashed
Chastised
Criticized
Thrown under the bus
Negative tactics don’t motivate us
Not being heard Having work changed, which results in their voice not being heard
Working so hard makes this frustrating
Believing they don’t have power to say anything
You slave away and they’ve completely changed what you’ve done
My art was changed, which I worked really hard on
People are always going to change what you do. Always!
Co-worker presented my ideas as her own; no way to address those issues
Mind reading and expectations for a miracle worker Believing they have a combination of vague instructions and specific expectations, some of which areunrealistic Vague instructions
Having to mind read
Inadequate explanation
I’m not a miracle worker


Axial codes and selective code based on the open codes

Open codes Axial codes Selective code
Wanting experiential learning; constantly learning; working in a good environment;pioneering social media and easily adapting to change; feeling entitled due to unique qualifications, as compared to previous generations; possessing the personal skills and characteristics needed; being groomed Believing they are ready to be set loose on accounts Wanting to make a difference
Craving immediate feedback and being motivated by feeling appreciated; detesting getting called out; receiving verbal encouragement and making observations Seeking external validation
Mind reading and expectations for a miracle worker;getting called out; not being heard Silently blaming employers for failures
Advocating a work-life balance; being cared for as a whole person; accommodating interests and preferences Wanting a meaningful experience at work and outside of work

For more information on grounded theory, I recommend Kathy Charmaz’s “Constructive Grounded Theory: A Practical Guide Through Qualitative Data Analysis.”

If you’re interested in reading the summary of my study, you can find it here, or you can email me for the full-length study at derville(at)uoregon(dot)edu.

Happy researching!

Spring 2013

It was wonderful to be a part of these talented students’ journey!

At the end of every quarter I highlight a blog post from each of my students (after obtaining permission). These students’ work is excellent.

Infographics

Sarah MacKenzie created an infographic about Internet dangers for teenagers.

Nicole Ibarra created an infographic about dark chocolate

Kalli Bean created an infographic about Relay for Life.

Elise Cullen created an infographic about blueberries.

Heaven Lampshire created an infographic about blood donation.

Shae Roderick created an infographic about stand up paddleboarding.

Emily Carey created an infographic about domestic violence.

Ashley Hill created an infographic for United Way of Lane County.

Informational Interviews

Kayla Darrow interviewed Katey Hawbaker of Red Horse Racing about NASCAR PR.

Matt Korn interviewed Lindsey McCarthy of Cawood about agency PR.

Sara Israel interviewed Aaron Grossman of the Portland Trail Blazers about sports public relations.

Grant Templeton interviewed Kevin Brett of the University of Oregon about investor relations.

Carolyne Snipes interviewed Dawn Marie Woodward of Food for Lane County about nonprofit PR.

Taylor Jernagan interviewed Courtney Young of Holt International Children’s Services about nonprofit PR.

Lauren Schwartz interviewed Chris Rossi of Core PR Group about personal public relations.

Bonus

Ephraim Payne, a journalist and communications consultant who took the graduate version of my class as part of his graduate certificate program in nonprofit management, explores the public relations of the slow food movement.

Cross-posted to the blog of UO PRSSA

2071204651_9e650f4a7a_o

The secret to a standout resume is to measure your results, and you’ll need to plan ahead to do this. Here are the steps to follow:

1.    Identify the ultimate goal of your efforts. Why are you about to engage in this public relations endeavor? What is the purpose?

2.    Set objectives. Your objectives are how you measure whether you’ve achieved your goal, so each objective must be measurable. To set objectives, you’ll want to find out what your past performance was. You want to do better than last time, but you don’t want to set objectives that are tough to reach. Make sure to set your objectives with your manager.

Ideally, you’ll have access to the organization’s prior performance, so you can report the difference you have made (e.g., increased museum memberships by 5 percent).

If you cannot get information about the organization’s prior performance, you can at least report on your resume whether you met your objectives, and you can potentially report that you exceeded your objectives by a particular percentage (e.g., exceeded attendance objective by 20 percent).

If you will manage your organization’s social media, make sure to use tools to measure your organization’s performance before you take the helm. You can find these tools through an Internet search for “[name of tool] measurement.”

Some of my favorite measurement tools are Edelman’s TweetLevel and BlogLevelStatigram, and PinPuff. There are plenty of other good tools, as well. Facebook has built-in metrics you can use through Facebook Insights, which you can access as soon as you’re an account administrator. Make sure to record the “before” scores, so you can measure the percentage of improvement at the end of your internship. You might also take some screenshots of the before and after measurements, which would be good visual illustrations for the professional portfolio you’ll prepare during J454.

Another important online tool is bitly, which you can use to measure the number of times people have clicked on a link you share.

3.    Measure your results. To figure out the percentage change between your performance and the prior performance, follow this simple formula:

A. Subtraction: Your performance – prior performance = X
B. Division: X divided by the prior performance

Then move your decimal to the right by two numbers, and you have your percentage change.

If you’re interested in reading more about measurement, subscribe to Katie Paine’s blogcheck out one of her books from the library, or do both. Best wishes with your summer internship!

Photo Credit: MarcelGermain via Compfight cc

This was an amazing group of over-achievers!

This was an amazing group of overachievers!

Winter 2013 marked our first class in Allen Hall 3.0! It’s wonderful to be in an environment that is so conducive to teamwork and creativity. Listed below is one of my favorite blog posts from each of my students (all students featured provided permission to have their picture and blogs featured).

This past quarter, a group of my students took their social media audit and conversation analysis to the next level by partnering with a company and presenting their work. Megan Russell describes the experience in her blog post.

The other blog posts below feature students’ infographics and informational interviews.


Infographics

Lauren Van Neste created an infographic about a baseball player from the Seattle Mariners.

Anna Reinhard created an  infographic about the global water crisis.

Mandy Shold created an infographic to encourage the use of reusable bags.

Jessica Hamel
 created an infographic about the benefits of red wine.

Catherine Dacquisto created an infographic about the benefits of pet adoption.

Alexis Chan created an infographic about the importance of music programs in schools.


Informational Interviews

Holly Locke interviewed the senior director of communications for Microsoft Advertising Business Group.

Hannah Olson interviewed a former account coordinator (now account executive) at Cawood. A special thanks goes to J452 veteran Lindsey McCarthy, an outstanding public relations professional, who has now done three informational interviews for my students over the years!

Heather Case interviewed the publicity coordinator for the Rachael Ray Show.

Maritza Santillan interviewed an assistant account executive at Waggener Edstrom.

Carly Fortunato interviewed a former account executive for LaunchSquad, who now works for TripIt.

Tammy Nguyen interviewed a former account executive and research strategist at Lippe Taylor.

Austin Foster interviewed the community relations manager for New Seasons Market, an organic Portland grocery store.

Fall 2012

My incredible J452 class – I miss them already!

A major highlight for me this fall was getting to work with this wonderful group of women in my J452 class. They have bright futures ahead of them, and I would recommend them in a heartbeat! Below is each student’s e-portfolio and a favorite blog post. I have received each student’s permission to share their picture and work on this blog.


Blog posts that feature students’ infographics from class
Edelman’s Academic Summit for public relations professors inspired me to adopt this new assignment. My students used piktochart.

Ellie Boggs shares her infographic about the benefits of joining the Army.

Maggie Hilty shares her infographic about the importance of donating blood.

April Robinson shares her infographic about the importance of swim lessons.


Blog posts that share insights from informational interviews
I encourage students to develop a specialization in an area of public relations. For this assignment, they interviewed someone in an area that interests them.

Caitlin Harrington gives readers an inside look at donor relations in her informational interview with Patrick Hosfield, director of corporate and donor relations at the Oregon Bach Festival.

Yuzhu Zhang shares what she learned about the transition from school to life at a PR agency from her informational interview with James Watkins, an outstanding J452 veteran who works at VOX PR in Portland.

Kelly Brokaw describes what she learned in her informational interview about health communication with Mark Riley, a marketing manager for Sutter Health Peninsula Coastal Region.


Blog posts that highlight public relations studies
To develop an understanding of an area of public relations theory and to gain practice with translating complex information for a lay audience, students choose a public relations study to summarize for their readers.

Nicole Dionisopoulos shares surprising insights about crisis theory in her summary of a study by Michel Haigh and Frank Dardis.

Jen Popp discusses strategies for cultivating relationships with volunteers in her summary of a study by Denise Sevick Bortree.

Molly Monihan discusses how the Red Cross uses social media in her review of a study by Rowena Briones, Beth Kuch, Brooke Fisher Liu, and Yan Jin.


Blog posts about strategies for reaching out to diverse audiences
To develop an understanding of how to reach out to diverse audiences, students highlight a case study or two that interests them.

Cecilia Bianco
 highlights similar strategies in two campaigns to reach out to diverse audiences.

Casey Liu presents tips for communication with Asian audiences.

Taylor Danowski describes Ketchum’s campaign to reach out to African-Americans and Hispanic-Americans for a tourism campaign in Florida.

Jordyn Neerdaels highlights the efforts of Sporting Kansas City Soccer Club to reach out to the Latino community.

Follow

Get every new post delivered to your Inbox.

Join 153 other followers