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Posts Tagged ‘School of Journalism and Communication’

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.

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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.

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Image
(All students gave permission to appear in the class picture for the purpose of this blog post.)

This quarter, our J452/J552 class was in for a treat because I got to co-teach with Kevin Brett, who has served as a senior vice president of Edelman, press secretary for a California governor, vice president of communications for a trade association, and director of corporate PR for LSI Logic. He is a talented speaker, an inspirational teacher and a good friend.

Working with our students was rewarding. We had a bright, talented group, and it was wonderful to see their growth. Below are my favorite blog posts from students who volunteered to have their work featured.

Graduating MBA student Tim Dobyns shares the story of Jackie Robinson’s leadership in Major League Baseball and calls for renewed efforts to reach out to the African-American community.

Patty Jenness shares tips for discussing cancer with the Native American community based on Susan G. Komen for the Cure’s advisory guide.

Bianca Bernath shares insights from our annual Portland Paddle event in which students practice interviewing with public relations professionals.

Jordan Paul assesses Cinnabon’s social media response when he tweeted about a piece of plastic in his treat.

Liz Azevedo discusses the LGBTQ outreach campaign that resulted in raising enough funds to keep the Howard Brown Health Center open.

Hannah Gray summarizes a study that isolates the effects of the medium on reactions to crisis communication.

Melissa Bruinier summarizes a study about the effectiveness of a client-class collaboration in which students were responsible for promoting a charity concert.

Tai Locke summarizes a study that suggests that public relations practitioners are more familiar with product placement than expected.

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Ten weeks seem to go by even more quickly with team teaching than with solo teaching. I would have liked for another 10 weeks to continue to work with my students. The quarter flew by. I enjoyed getting to partner with John Mitchell to team teach the class. Below are top student blog posts from the students who chose to have their work highlighted here. All students provided permission for the picture above.

For one of the blog posts, I asked students to summarize an academic journal article in public relations to

  • Exercise their research skills
  • Deepen their knowledge in an area that interests them
  • Give them experience with translating complex information, specifically with regard to scientific studies

One of the most interesting studies was described by Nicole Johnson. She summarizes a study by Mai Abdul Wahed Al Khaja and Pam Creedon, published in Public Relations Review, about tips for breast cancer awareness campaigns in the United Arab Emirates. The study shows the importance of conducting research to culturally adapt messages to audiences.

For another blog post, I asked students to write about how to engage a diverse audience of their choice to

  • Give them experience with conducting research about a particular audience
  • Help them see how they can use research about an audience to plan a campaign
  • Deepen their knowledge about communicating with a particular audience

Jayna Omaye wrote an insightful blog post titled “Fostering Diversity and Engaging with Hispanic Audiences.” She provides helpful tips and warns against generalizing to Hispanic audiences as a whole.

I also asked students to blog about an ethical issue in the public relations community. Martina Benova wrote an engaging blog post about ghost tweeting for athletes, and Cydni Anderson also wrote an insightful blog post about ghost tweeting. Both discussions include insightful secondary research. Cassie Bates discusses astroturfing and includes a recent case involving a response to an unflattering restaurant review.

I hope my class had a great spring break and is recharged for spring quarter.

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Faced with more tactics than I could fit into a class, I surveyed my winter students and discovered that most of them were especially interested in having a video assignment. I had wanted to try out a video assignment since my University of Georgia colleague Kaye Sweetser shared her video assignment, best practices for video, video secrets for success by PR innovator Paull Young and student examples.

Thanks to Kaye’s inspiration and student interest, below is the assignment I created.

Assignment Handout
You will work as part of a team to write a script and publicity plan for a video that lasts between one and three minutes.

The purpose of the video is to promote the study of public relations at the University of Oregon. The primary audience is high school students, particularly students who live in the Northwest and enjoy writing. The video has to be appropriate for parents and has to be a video that the University could use if you wanted to submit it for approval.

In the video, you will need to concisely establish

  • What public relations is
  • Why people should pursue it as a career
  • Why people should study public relations at the University of Oregon

Remember to cite your sources and avoid using copyrighted material. The video has to be entertaining and informative.

Track A: Creating the Video
Write a script and publicity plan for the video. Shoot the video, edit it and submit a final version to me. With this track, you will take on one of the following roles. You will also support your team in the completion of their roles.

Producer
The producer manages the team, keeps the project on track, coordinates details for filming, recruits talent with the director and creates the publicity plan. In addition, this person obtains a video release waiver from all of the people who appear in the video.

Deliverables include the publicity plan and the schedule for the shooting, including time, talent and locations.

Director
The director is responsible for directing talent and operating the camera. This person also recruits the talent with the producer. This person is responsible for the quality of the video. In addition, this person shares the editing workload with the editor.

The deliverable is the final video.

Writer
The writer conducts research and writes the conceptual idea. If the writer is an artist, a storyboard could be created as well. The writer also creates the script.

The deliverables include a summary of research and ideas that will be pitched to the team, in addition to the script.

Editor
The editor is responsible for editing the video and completing post-production. This person shares the workload with the director and gets final say over editing decisions. The end of the video needs to say something like “Produced as an assignment in a public relations class at the University of Oregon,” and it needs to include credits.

The deliverable for the editor is the final video.

Track A Points
This assignment is worth 15 points. Ten of the 15 points are based on the quality of your work. Everyone in the group receives the same score for the 10 points.

The remaining five points are based on your individual contributions to the group and your ability to work effectively with your team (e.g., by meeting deadlines, producing quality work, being fun to work with and keeping meetings on track). You will submit an evaluation of yourself and your teammates.

Track B: Pitching the Idea and Writing Another Tactic
Write a script and publicity plan for the video. Pitch the idea to me as a formal business presentation. With this track, there are no individual roles. Instead, you will work as a team to do the following things:

  • Conduct research
  • Create a fact sheet or memo that conveys your research
  • Write the script
  • Pitch your idea as part of a formal business presentation
  • Produce a publicity plan

You will also work individually to create an additional tactic of your choice, such as a shareholder letter, fundraising letter or podcast.

Track B Points
This assignment is worth 15 points.

The research memo, script, presentation and pitch are worth 10 points. Five of the 10 points are based on the quality of your work. Everyone in the group receives the same score for the five points. The other five points are based on your ability to work effectively with your team (e.g., by meeting deadlines, producing quality work, being fun to work with and keeping meetings on track). You will submit an evaluation of yourself and your teammates.

The remaining five points are based on the additional tactic you produce, which is due on Tuesday, Feb. 22. If you choose track B, please add the tactic you’re producing to your course schedule as an assignment due on Feb. 22.

Memo Due Thursday, Jan. 6
Explain the track you would like to choose through a memo.

If you choose track A, list the four positions in your order of preference, beginning with the position you would like the most. Explain any relevant background you have (e.g., editing skills for the editor position, organization skills for the producer position).

If you choose track B, indicate which additional tactic you are interested in creating (e.g., fundraising letter, shareholder letter or podcast). You can change tactics later if you would like.

You can either apply as an individual, and I’ll place you on a team, or you can apply as a team. A team has four members. If you apply as a team for track A, each person should apply for a different role, and each team member’s memo should include a list of your teammates.

Below is the format for the memo.

To: Tiffany Gallicano
From: Your name
Date: Thursday, Jan. 6
Subject: Video assignment role

Single space your document and skip a line of space between paragraphs. Do not indent. Write short paragraphs like the ones used in this assignment description. The memo should be no longer than one page.

This memo counts towards your participation points.

Memo to Track B
When returning memos to track B students, I distributed the following memo to them:

To: Diva Designers (insert student group name)
From: Tiffany Gallicano
Date: Feb. 3, 2011
Re: Finalist for SOJC Video

Thank you for your response to our RFP. You have been selected as a finalist for the PR video project.

Please meet me at 2 p.m. in Allen 302 on Thursday, Feb. 17, for a presentation of your ideas.

Your presentation should include the following components:

  • Situation analysis (why the video is needed)
  • Purpose of the video
  • Research that informed your ideas for the video
  • Video concept
  • Publicity plan
  • Capabilities

There will be a question and answer session following your presentation.

Selection Criteria

  • Quality of content, including creativity
  • Persuasive delivery, including effective use of visual aids
  • Ability of agency to perform the proposed work

Video Instruction
I brought in a guest speaker from the University of Oregon’s multimedia team to provide tips for shooting video. Here are a few of the most important tips for beginners by our expert speaker, Mike Majdic:

  • Make sure each person in the video knows where to look. Mixing between looking at the interviewer and looking at the camera looks amateur. In most cases, you’ll want all people in the video to not look at the camera.
  • Provide plenty of cushion for editing by pausing before and after questions.
  • Talking heads is boring, so cut to footage during this time. There is nothing more interesting than people, so include people in the footage.

My students have also shared tips; here is a blog post about shooting quality video by Taylor Long, and here is a blog post about video interviewing tips by Jesse Davis.

It was also valuable to spend a half hour watching and critiquing videos as a class. There are plenty of examples of university videos to critique on YouTube. We also discussed the importance of having a concept. Seeing the examples gave students ideas of what it means to have a concept for a video.

For the script, I had them follow the screenwriting template available here.

The students presented their videos to a panel of judges, including our communications director for UO’s School of Journalism and Communication, Andrea Kowalski, and the public relations faculty. Andrea surprised our students with free SOJC shirts after the presentation. Our director of Web Communications at UO, Zack Barnett, added both videos to our University of Oregon YouTube channel.

Final Product
Below are the two videos my student teams created.

Producer: Claire Tonneson, http://clairetonneson.wordpress.com, http://www.visualcv.com/pqqbhk1

Director and writer: Jesse Davis, http://jedavis13.wordpress.com, http://visualcv.com/users/237123-jesseleedavis/cvs/279473

Writer: Teeona Wilson, http://teeonawilson.wordpress.com, http://www.wix.com/teewilson08/trw

Editor: Taylor Long, http://tlong88.wordpress.com, http://www.visualcv.com/tlong88

Editor: Sarah Kirsch, http://sarahkirsch.wordpress.com, http://sarahkirsch.wordpress.com/portfolio

Producer: Liz Johnston, http://www.liz-john.moonfruit.com, http://thelegosofmylife.wordpress.com

Director: Shasta Smith, http://professionalswanted.wordpress.com, http://shastasmith.foliotek.me

Writer: Sarah Sullivan, http://sarahaasullivan.wordpress.com, http://www.wix.com/ssulliv1/sarahaasullivan

Editor: Stephen Hoshaw, http://learningpr.wordpress.com, http://www.visualcv.com/pu0j0p0

Editor: James Watkins, http://prprone.wordpress.com, http://www.visualcv.com/puo9290

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It was a great journey with my students this quarter! I have selected a top blog post from each of their blogs to feature, provided that their blogs are public and I received permission to share this information (as well as the picture).

You can see from the picture below how much fun we had.

Employers: This group is sure to contribute energy and fun to your organizational culture.

Jesse Davis shares a story about an organization that had to slow down its tweets to gain back its regular media coverage. He will graduate in June and will look for a job at a public relations agency, company or sports team. E-portfolio: http://visualcv.com/users/237123-jesseleedavis/cvs/279473

Liz Johnston reports on a new study by Harris Interactive that demonstrates the results of using two-way communication to follow up with customers who have posted complaints on the Internet. Liz will look for a Portland Experience internship for fall 2011 and will be on the market for a permanent job in March 2012. E-portfolio: http://www.liz-john.moonfruit.com

Lindsey McCarthy analyzes the effectiveness of awareness memes on Facebook in which people update their statuses with information such as bra colors and drinks. Lindsey graduates in June and will be on the market for a health communication job in the fall, after she finishes her summer internship. Lindsey’s specialty is breast cancer communication. E-portfolio: http://www.wix.com/lkmccarthy412/portfolio

Sarah Sullivan discusses how a country’s economic system affects opportunities and challenges for public relations practitioners on her cross-cultural public relations blog. Her summary comes from a journal article published in PRism by Dr. Krishnamurthy Sriramesh. Sarah graduates this June and would like to work for a public relations agency. E-portfolio: http://www.wix.com/ssulliv1/sarahaasullivan

Larissa Frei shares a strategy for cutting through the noise on her health communication blog. Make sure to watch the piano stairs video at the bottom of her blog post. Larissa is seeking a health communication internship right now and for next year. She will be seeking a permanent health communication job in June 2012. E-portfolio: http://www.wix.com/lfrei9/larissa-frei

James Watkins discusses a tag cloud comparison of various presidents’ state of the union addresses on his public affairs blog. It’s interesting to see the differences. He is looking for an internship right now while he finishes his final year in school. He will be on the market for a full-time job in public affairs in spring 2012. E-portfolio: http://www.jamespwatkins.com

Claire Tonneson shares tips for organizations to avoid getting blocked by fans on Facebook. She will be looking for a job in August, and she welcomes the opportunity to work in a major city, such as Washington, D.C., New York, San Francisco or Los Angeles. E-portfolio: http://www.visualcv.com/pqqbhk1

Taylor Long provides seven tips for shooting quality video. She will look for a job in spring of 2012, and she is interested in the following areas of public relations: art, entertainment, tourism, and food and beverage. She would like to work for an agency in Portland. E-portfolio: http://taylorkristenlong.com/portfolio

Shasta Smith discusses a few tips for donor relations that are based on Ken Brunett’s book about relationship fundraising. She is seeking a summer internship and is especially interested in event coordination and donor relations. She graduates in June 2012. E-portfolio: http://shastasmith.foliotek.me

Sarah Kirsch, a public relations and advertising double major, addresses a situation where PR meets advertising: irresponsible advertising campaigns. She critiques Diet Pepsi’s skinny can campaign. Sarah is seeking a job with a public relations agency or an integrated agency and is available July 1. E-portfolio: http://sarahkirsch.wordpress.com/portfolio

Steve Hoshaw discusses tips for organizations who are interested in starting blogs. He will be on the market in December 2011 and is especially interested in working for a small public relations agency in Oregon. E-portfolio: http://www.visualcv.com/pu0j0p0

Teeona Wilson shares networking tips from Julie Williams, the director-at-large of new professionals for the Portland chapter of PRSA. Teeona graduates in June and is applying for public relations jobs. E-portfolio: http://www.wix.com/teewilson08/trw

Kelsey Waymire discusses a new campaign called Tobbaco Free New York. The campaign staff found through research that youths are more influenced by in-store cigarette marketing than by peer pressure. Kelsey will be on the market on June 14. She is open to anything and has a special interest in sports. E-portfolio: http://www.visualcv.com/pq6b4n4

Tina Freeman shares tips for crisis management. She has a solid business background and will seek a public relations job for a company or agency after July. E-portfolio: http://www.visualcv.com/pqwiqop

Jacob Rogers takes a position on the stakeholder debate between people who wanted the Matthew Knight Arena and people who resent the taxpayer portion of the investment. Jacob is double majoring in public relations and economics and has minors in business and mathematics. He is looking for a job in June that will enable him to combine his strengths. E-portfolio: https://jacobrogers21.wordpress.com

Best wishes to my class as they enjoy spring break and start spring quarter in a week.

By the way, feel free to follow my Twitter list of University of Oregon public relations students and alumni.

And I want to give a shout out to Sarah Sullivan, James Watkins and Jesse Davis for finding out about the AP Style change from e-mail to email before I did! It was great finding out from the three of you. Way to stay up on PR news via Twitter!

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Having received permission from my students to include this picture and highlight their blog posts (see my blog post about FERPA), I have included a top blog post from my students who expressed interest in having their work promoted.

Sarah Helfgott provides 10 tips for pitching bloggers and then shares an excellent blog pitch model that I plan to share with my future classes.

Sara Waltemire shares tips for negotiating event costs on her event planning blog.

Jaimie Popp reveals what she learned from an online webinar about online fundraising on her nonprofit PR blog.

Lisa France highlights drawbacks of social media releases.

Genevieve Thompson explains the relevance of Foursquare to public relations practitioners.

Lauren Stuart describes Jimmy Choo’s use of Foursquare to reward followers.

Emilie Rathe assesses BP’s response to the oil spill on her environmental PR blog.

Alicia Van Bourg discusses the use of social media for event planning on her blog for wedding planners.

Rebecca Spliethof reveals the private information that Facebook can collect and share about you depending on your privacy settings.

Jenna Levy discusses her favorite social media tips for success.

Jackson Mehl applauds Chip Kelly’s navigation of a football controversy on his sports PR blog.

David Runberg describes community relations efforts by the NFL and NBA on his sports PR blog.

Barbara Titus shares PR advice for an NBA athlete on her sports PR blog.

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