Writing for Public Relations

youth-network-conferenceTable of Contents

 

Cover Letter……………………………………………………………………………………………………………..3

Resume………………………………………………………………………………………………………………………4

Executive Summary……………………………………………………………………………………………………5

Situation Analysis: Problems, Challenges, and Opportunities………………………………….6

Background and Secondary Research………………………………………………………………………7

Target Audiences…………………………………………………………………………………………………….12

Primary Research Summary……………………………………………………………………………………13

Theme, Key Messages, and Communication Channels………………………………………….15

Goal, Objectives, Strategies, Tactics, and Evaluation, Logistics…………………………….16

Timeline…………………………………………………………………………………………………………………..19

Appendix………………………………………………………………………………………………………………….21

Media Kit………………………………………………………………………………………………………………….23

Fact Sheet………………………………………………………………………………………………………………..24

Backgrounder…………………………………………………………………………………………………………..26

Pitch…………………………………………………………………………………………………………………………27

News Release………………………………………………………………………………………………………….28

Blog Post………………………………………………………………………………………………………………….29

Feature Story…………………………………………………………………………………………………………..31 Video/Script Treatment…………………………………………………………………………………………..35

Collateral Material…………………………………………………………………………………………………..36

 

 

Morriss, Madison M

Mmm347@txstate.edu

(737) 226-9953

1850 Aquarena Springs, dr #614, San marcos, tx 78666

 

Recipient Name

Wedding Planning intern/lively events

New braunfels, tEXAS

Dear Recipient Name,

Wedding planning is always something I have been passionate about, and after helping my sister plan her upcoming wedding this November, I have come to a realization that this is my dream job. The services Lively Events provides to its clients, such as lists of venues, vendors, photographers and videographers, are some key ingredients that are crucial to making someone’s big day go perfectly.

After receiving my degree in Public Relations next fall, I’d love to pursue a career in wedding and event planning. Over the years, I have gained skills in photography, graphic design, writing, as well as helping create social media content for a $900,000 grant in order to help the Share Pride group.

I am very interested in gaining more experience and making other dreams come true. I will contact you in the near future.

 

Thank you for your consideration,

Morriss, Madison M

 

 

Morriss, Madison M

mmm347@txstate,edu

(737) 226-9953

LinkedIn Profile

The University Star

Pixie Set Portfolio

Objective

I’m eager to gain more experience in the wedding event planning workplace to make people’s lives magical.

Skills

I’m very skilled in the Microsoft Suite, including Word, Excel, PowerPoint, Publisher,  Adobe Suites, including InDesign, Illustrator, and Photoshop.

 

Experience

Chandler brownsboro statesman newspaper

June 2014-May 2015

I served as the office manager as well as a news reporter and photographer.

the university star newspaper

August 2015-Current

I started off as a Multimedia Journalist, but pursued the News section and became a Senior News Reporter and wrote news articles as well as took photos for stories. I now serve as a Multimedia Journalist and I am on the Design staff and help design the newspaper.

Education

b.s. public relations & mass communications/December 2017

Texas State University

My GPA is 3.25 and I am a devoted student pursuing a degree the Public Relations and Mass Communication field. I am a part of the Honors College and plan on graduating with honors next fall.

Volunteer Experience or Leadership

Over the years, I have done several charity work with my hometown church in Chandler, TX. I worked with kids at Vacation Bible School for two years, as well as VBS in Nicoya, Costa Rica. While in Nicoya, we helped build a church.

 

 

Executive Summary

 

More than 700 public relations students in the School of Journalism and Mass Communication at Texas State University are learning how to adapt to the always evolving state of social media platforms such as Twitter, Facebook, Instagram, Snapchat and even Tumblr, in order to enhance their business client’s presence and engagement on social media.

 

Public relations students are running into problems when trying to connect to younger audiences through social media platforms that sometimes change daily. Students are having to keep up with the rapid changes in order to increase their skill set and knowledge on the platforms for their businesses client’s benefit. Because these trends in marketing pose challenges for the student’s, such as the rapid changes on social media sites, it provides opportunities to the students in because teach them to adapt to the changes quicker in order to be successful after they graduate.

 

The target audience is public relations students in the SJMC. Social Media PRos aims to educate over 700 students on trends in social media marketing, and providing the necessary tools to public relations students to be successful, The project also empowers students to make an impact on social media platforms with their analytics knowledge in order to help their businesses clients. In order to effectively target these audiences, I will be using social media campaigns, professor’s influence by lecture, press releases, traditional media outlets and non-media postings such as flyers on bulletin boards as well as students at PRSA meetings. The ultimate objective is to increase the use of social media marketing tactics for the 700+ public relations students in order to improve businesses brand by May 2017 and to improve public relations majors analytics knowledge in order to get feedback for their clients.

 

 

 

Situations Analysis: Problems, Challenges, Opportunities

 

Problem: Because technology is advancing, public relations students at Texas State University are having to learn how to rapidly increase their skills and knowledge in the social media world in order to be savvy professionals when targeting younger audiences.

Challenges: Some challenges that public relations majors might experience with trends in marketing through social media would be that it is always changing. Students are constantly having to keep up with the changes and advances in social media.

Opportunity: The opportunities that public relations majors will have is learning to be knowledgeable in social media and to be nimble and adaptable to changes, in order to be successful and get a job after they graduate.

 

Situation analysis: Social media is affecting the way people communicate, get their daily news, talk, purchase things, and perceive things. One way social media is affecting companies in a major way is through major trends in marketing on social media websites. Some of the biggest social media platforms that are affecting these trends are the following: Twitter, Facebook, Pinterest, Instagram and Snapchat.

With technology and social media rapidly advancing virtually every day, public relations majors are going to have to learn to keep up with the constant changes in order to successfully implement their social media skills after they graduate. Teaching public relations majors these key elements in trends in marketing through social media could result in better job opportunities after they graduate.

Background & Secondary Research

 

Print and online sources

  • http://www.forbes.com/sites/jaysondemers/2016/08/01/the-top-7-social-media-marketing-trends-dominating-2016/#2f6f76be5da7
    • According to Forbes, marketing trends are changing and becoming more effective. Just a few of the top ways marketing is changing by promoting big social media platforms to put out content, live streaming and producing video content, and adding “buy buttons” in order to make it easier for companies to sell their products.
  • http://www.socialmediatoday.com/content/impact-social-media-marketing-trends-digital-marketing
    • “The Impact of Social Media Marketing Trends on Digital Marketing” showed the importance of digital marketing campaign has impacted marketing opportunities. While we think that using social media to promote companies products, the article explains that investing in social media marketing is a need more than a want. Social media marketing has contributed to several companies success and it is only going to grow in the future.
  • Vaynerchuk, Gary. Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy, Social World.
    • Vaynerchuk’s book explains that social media has become a key aspect in companies making their mark and expanding their brands to customers. Vaynerchuk expresses throughout the book that in order to be successful, you have to emotionally invest in businesses clients and customers for them to even pay attention to you, after gaining their support you will be successful. He explains that each social media platform is unique and you have to understand how to connect with customers on each one in order to see results.

Library references/databases

Case studies/university research

  • http://www.sciencedirect.com/science/article/pii/S1094996812000060
    • “Popularity of Bran Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing”, gives insight in how to improve companies brand popularity just through social media. Customers love when companies do engaging things and using social media and allowing customers to comment, like, or share their post only gets the company more recognition.
  • http://www.sciencedirect.com/science/article/pii/S1094996811000041
    • Customer reviews have evolved with the help of advancing social media. Social media has proved to improve the role of marketing in social media because customers have been granted access to leaving reviews on products online, therefore improving the company’s products.
  • http://www.sciencedirect.com/science/article/pii/S0007681309000329
    • “Social media: The New Hybrid Element of the Promotion Mix”, discusses how important it is for companies to communicate with their consumers. Traditional marketing trends have gone away; social media has left marketers to pick up the pieces in order to create effective content for their consumers.

Media – print, electronic, online, social

  • http://www.sciencedirect.com/science/article/pii/S1094996812000060
    • Science Direct reported that social media is a benefit to not only companies, but also the customers. The companies are forming relationships with their consumers in order to build their brand and make their sales rise. Using social media by commenting and “liking” posts helps raise brand popularity and benefits the company. Some ways companies can become interactive with their customers is by posting videos, quizzes, or even simply responding to their comments about their products.
  • http://www.sciencedirect.com/science/article/pii/S0007681312000080
    • This article discusses how to implement managerial implications successfully through social media marketing. The article suggests that marketers must engage with their customers, embrace the advancing technology, limit the power of bureaucracy, train and invest in their employees, and inform senior management about the opportunities of social media.
  • http://www.sciencedirect.com/science/article/pii/S1877042812045818
    • A study showed that brand loyalty of the consumers is positively affected when the brand does four of the following things: offers advantageous campaigns, provides relevant content, has popular content, and appears on several platforms and offers different applications on social media websites.

Government sources

  • https://www.digitalgov.gov/2016/09/12/the-content-corner-using-social-media-to-promote-enhance-preparedness-for-the-public-we-serve/
    • DigitalGov published an article “The Content Corner: Using Social Media to Promote, Enhance Preparedness for the Public We Serve”, to help citizens in the United States to be aware of staying safe in the month of September since it is National Preparedness Month. The campaign informed citizens through various social media platforms on how to prepare if a natural disaster were to struck. The government agency used hashtags to show what was trending and going on during the month of September.
  • https://www.digitalgov.gov/2016/08/26/rebooting-the-social-media-strategy-for-the-national-archives/
    • The National Archives has used social media to educate their audiences and stakeholders. In six years, the National Archives created over 100 social media accounts in order to reboot their former social media strategy. The National Archives mission was to share their documents with anyone on various digital platforms, including getting input from their audiences.
  • https://www.digitalgov.gov/communities/social-media/
    • DigGov’s purpose is to improve government use of social data. One strategy government agencies employ is effectively using social media platforms to keep people aware of what is occurring, how to address issues, and allowing people to “collaborate, participate, and engage with their government.”

Surveys published by organizations, demographics

  • https://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2015.pdf
    • The Social Media Examiner surveyed marketers to see how they will improve their personal promotions on social media platforms. For one of the questions, the survey showed that a majority of the marketers would like to change their future social media activities by using Twitter, LinkedIn, Instagram and YouTube, but their research also showed that they would decrease their use on Facebook. Another aspect the survey covers was asking the marketers how will they change their future content activities. The survey showed that Marketers plan to increase their use of visuals (73%), videos (72%), blogging (69%) and podcasting (26%), respectively.
  • https://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
    • In the 2014 report for How Marketers Are Using Social Media to Grow Their Businesses, the survey looked at the most important content for marketers. Original written content was the most important and original audio content was the least important content for marketers. A way that the marketers who took the survey said they’d like to change their future social media activities is by blogging and growing their business quickly and attracting customers.
  • http://oursocialtimes.com/small-business-survey-reveals-that-81-of-smes-now-use-social-media/
    • In the article Small Business Survey reveals that 81 percent of SMEs now use social media. The results showed that small businesses are using social media at a rapid rate. The survey found that while some small businesses were hesitant to use social media to promote their businesses at first, they found that 45 percent of the businesses found that social media didn’t take up as much time and it was much less costly. Social media marketing can be an asset to all businesses because it can help improve their sales.

 

 

 

 

 

 

 

 

 

 

 

Target Audiences

 

Target Audiences/Opinion Leaders

  • Main target audience—Texas State University Public Relations students, professors, business owners, marketers
  • Secondary audience—People who interact on social media platforms, marketers
  • Opinion leaders—Business owners, executives, marketing businesses, social media advisors
  • Media—NPR, Forbes, Wall Street Journal, New York Times, PRSSA newsletter
  • Social media—various platforms for PRSSA, TXST, Twitter, Facebook, Instagram and Snapchat.
  • Blogs—Social media blogs

 

 

Demographics

  • Male/female audiences
  • All household income levels
  • Education is Public Relations students, faculty and staff members at Texas State
  • All ethnicities
  • All political affiliations
  • Age ranges between 18-60

 

 

 

 

 

 

Primary Research Summary

The method of collecting my primary research about how Social Media Marketing Affects Public Relations Majors, was conducted in the form of a survey. The survey was created on Survey Monkey and contained a total of 10 questions. The survey was distributed through social media platforms, as well as via email and text messages, both including links to my survey. I had respondents were from an Advanced Social Media Facebook page, PRSA officer members, a Writing for Public Relations members class and public relations students on Twitter as well as Facebook. The survey was open from October 13 through October 25, 2016. After checking the post logistics, approximately 50 individuals were reached on Facebook and Twitter. 12 individuals responded to the survey.

Responses revealed that public relations students are aware of the beneficial effects of social media marketing. Secondary research had shown that many public relations professionals find that social media marketing is an essential priority in improving marketing trends for their clients. However, as seen in the graph below, while 11 said that it was an essential priority, only one respondent said that it was just a high priority.

 

 

 

 

 

Answers to the open ended question, “Do you think advertisements on social media platforms are effective?” Showed respondents are aware of the positive aspects of social media marketing, as seen in the responses below.

 

 

 

 

The overall performance of responses from the survey were idea., however I think that there is more information that needs to be distributed to public relations students to teach the students how to effectively use social media marketing tools correctly.

 

 

 

 

 

 

Theme, Key Messages, and Communications Channels

 

Theme:

  • Social media PRos

 

Key Messages:

  • Educating public relations students about social media marketing
  • Providing the necessary tools to assist public relations students to be successful in social media marketing
  • Giving public relations majors the power to make an impact on social media platforms with their analytics knowledge in order to help their clients’ business

 

Communication Channels:

  • Social media campaigns, professor influence by lecture, press releases
  • Traditional media outlets, such as The University Star and KTSW
  • Non-media postings such as flyers on bulletin boards as well as PRSA meetings

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Goal, Objectives, Strategies, Logistics, and Tactics

 

Goal

To inform public relations majors to be knowledgeable about the effects of marketing trends on social media platforms.

Objective 1

To increase the use of social media marketing tactics for the 700+ public relations students in order to improve businesses brand by May 2017.

  • Strategy: To use social media to educate public relations majors knowledge on marketing trends through via social media platforms analytics.
  • Tactics: Some tactics I could produce in order to make my research effective for the 700+ public relations students by holding information sessions on social media analytics for social media platforms.
  • Evaluation: Create a survey for attendees to fill out prior to and after social information sessions to gain knowledge about what they didn’t know before the session and what they learned, as well as having posts being sent to The University Star and possibly KTSW.
  • Budget:
    • Thank you cards for guest lecturers – $12
    • Event outline prints – $35
    • Flier prints – $50
  • Staff:
    • Volunteers – A total of five volunteers. (2) Will hand out event outlines by the entrance, (1) Public relations professional to design and host the event, two open seat assistants. (2) People to set up the lecture.

Objective 2

To improve public relations majors analytics knowledge in order to get feedback for their clients.

  • Strategy: To give Public Relations majors key information through specific clubs or workshops that students hold on campus.
  • Tactics: Posting messages on the PRSA board in Old Main informing them of social media marketing, creating a Facebook group for public relations majors, or pitching news releases to The University Star or KTSW and presenting at PRSA meetings.
  • Evaluation: Over 700 public relations majors will have knowledge about analyzing social media accounts and improving client’s social media presence and their engagement by May 2017.
  • Budget:
    • Event outline prints – $35
    • Flier prints – $50
    • Thank you cards for PRSA officers – $20

 

 

 

  • Staff:
    • Volunteers – A total of eight volunteers. (2) Will hand out event outlines by the entrance, (4) Public relations professional to design and host the event, two open seat assistants. (2) People to set up the lecture.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Timeline August 2016 – May 2017

 

August 2016 – December 2016

  • Conduct research on trends in marketing on social media platforms for public relations demographic and distribute the information to Texas State University School of Journalism and Mass Communications Public Relations students.
  • October 2016 – create and distribute Survey Monkey through personal social media platforms and via Bobcat Mail.
  • November 2016 – close survey and analyze results.

September 2016

Begin Objective1

  • To increase the use of social media marketing tactics for the 700+ public relations students in order to improve businesses brand by May 2017.

October 2016

Objective 1 Strategy 1 Tactic 1

  • Hold information sessions on social media analytics.

October 2016

Complete Objective 1

  • Create survey for public relations students who attended the information session
  • Address PRSA students and officers with information about social media marketing and distribute it to The University Star and KTSW.

November – December 2016

Begin Objective 2

  • Improve public relations majors analytics knowledge in order to get feedback for their clients.

Objective 2 Strategy 1 Tactic 1

  • Posting messages to PRSA boards on social media marketing.

Objective 2 Strategy 1 Tactic 2

  • Creating a Facebook group for SJMC public relations majors.

Objective 2 Strategy 1 Tactic 3

  • Pitching a news release to The University Star and KTSW and presenting at PRSA meetings.

May 2017

Complete Objective 2

  • Analyze social media analytics data obtained by public relations majors and compare it to their client’s social media presence and improvement.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Appendix: Survey

  1. What is your classification?
    1. Freshman
    2. Sophomore
    3. Junior
    4. Senior
    5. Professor
  2. How often do you use social media platforms a day?
    1. 1-2 times
    2. 3-4 times
    3. 5-6 times
    4. 10 or more times
  3. What social media platforms do you use? Check all that apply.
    1. Twitter
    2. Facebook
    3. Instagram
    4. Snapchat
    5. Pinterest
    6. I don’t use social media
  4. Which social media platform do you see the most advertisements?
    1. Twitter
    2. Facebook
    3. Instagram
    4. Snapchat
    5. Pinterest
  5. On a scale from 1 to 5, social media is a priority in improving marketing trends for public relations majors.
    1. 1—not a priority
    2. 2—low priority
    3. 3—medium priority
    4. 4—high priority
    5. 5—essential priority
  6. On a scale from 1 to 5, businesses advertisements on social media platforms influence my shopping habits.
    1. 1—never
    2. 2—rarely
    3. 3—sometimes
    4. 4—often
    5. 5—always
  7. Do you think that learning how to effectively use social media analytics is going to be useful in the future?
    1. Yes
    2. No
  8. Do you think advertisements on social media platforms are effective?
    1. Yes
    2. No
  9. If yes, explain. If no, then proceed to the last question.

 

 

 

 

  1. What is your gender?
    1. Male
    2. Female
    3. Other
    4. Prefer not to say

 

 

youth network conference-2.png 

 

 

 

 

Fact Sheet

Social media marketing trends

  • Social media marketing trends have increased faster over the years because of how the speed of technology evolution. Instead of businesses using billboards or print to advertise, 84 percent of CEOs and VPs say they use social media to help make purchasing decisions, according to business2community.
  • Website traffic and friends, follows and “likes” on posts are the most common metrics that marketers use to measure the business impact of social media success.
  • A compelling reason that marketing trends on social media platforms have become so successful is because 33 percent of millennials identify social media as one of the most preferred channels of communication with businesses.

 

Public relations impact

  • Eighty-one percent of public relations professionals feel they are now incapable of doing their job effectively without the use of social media.
  • Social media offers instant feedback to businesses, therefore it can be beneficial in times of crisis management.
  • According to PR Daily, tracking the results of an integrated social media and PR campaign has become easier within Google Analytics. This is beneficial because many websites provide analytics that give insight to businesses in order to improve their sales.
  • Another way that public relations is benefiting through social media platforms is by getting global reach. On organics econsultant, businesses are allowed to get outreach in other countries and build their brand globally.

 

Social media marketing vs traditional marketing

  • According to the PRSA website, while traditional media’s accuracy for demographics are more reliable, social media has two-way conversations versus one-way conversations of legacy media.
  • One reason that social media marketing is more effective than traditional methods such as print media, is because print media is dying. Many people are getting their news on their phones from social media platforms.

 

Sources

 

http://www.organicseoconsultant.com/advantages-of-using-social-media/

http://expandedramblings.com/index.php/3-important-benefits-of-digital-public-relations-benefit-3-social-media/

 

http://www.prdaily.com/Main/Articles/7_ways_online_media_benefits_public_relations_13116.aspx

http://www.marketingsherpa.com/article/chart/channels-preferred-by-age-groups#

http://simplymeasured.com/blog/60-of-marketers-say-measuring-roi-is-top-challenge-in-trustradius-survey/?utm_content=buffer3afca&utm_medium=social&utm_source=Webbiquity.com#sm.0000x7y7j5123reogwckp2drmsfk1

http://www.business2community.com/social-media/47-superb-social-media-marketing-stats-facts-01431126#uZf8SSEWFlehdqOQ.97

https://www.linkedin.com/pulse/traditional-advertising-vs-digitalsocial-media-farbod-sadeghian

 

 

 

 

 

 

 

 

 

 

 

Backgrounder

The rapid growth of social media usage has changed significantly from 2005 to 2015. The Pew Research Center showed that nearly two-thirds of American adults (65 percent) use social media networking sites, which was a significant change from 7 percent when they started their research in 2005. With the increase of people using social media to communicate the platforms are providing key marketing tools to public relations professionals for the future.

The Internet was created in 1983 by Time Berners-Lee. For the past 33 years, the Internet has grown rapidly as well as social media websites such as Twitter, Facebook and LinkedIn. These social media platforms have helped increase public relations digital marketing. Studies conducted over recent years have shown that social media marketing has improved results for public relations professionals and for their businesses clients.

LGBTQUIA is building their audience through social media. Social media analytics provide clients with feedback in order to allow them to post information that their followers are more likely to respond to.

Social media is rapidly changing and providing key analytics to businesses that can help improve their businesses audiences and ultimately gain them sales. With help from public relations professionals, businesses can successfully build their brand and improve their sales.

Because so many people have resorted to using social media as a form of communicating rather than talking on the phone, or even sending text messages, social media marketing is a way that businesses can get the message out to their audience. The digital media world has changed to one where if people buy products online, or if they stay at a hotel and they didn’t appreciate the service they received or had issues with their products or services, they would most likely resort to leaving reviews or contacting the company because social media is instantaneous and interactive.

 

 

 

 

 

 

Pitch

Subject: Social Media Marketing Trends Affecting Public Relations

 

Dear John Hall, I have read a few of your articles on marketing trends, public relations trends for social media, as well as content marketing. I am a junior at Texas State University in San Marcos, studying Public Relations and Mass Communications and I am conducting research on how Social Media Marketing Trends Are Affecting Public Relations Majors.

 

Have you ever thought of writing an article over how social media marketing trends are currently affecting public relations majors? With technology and social media platforms changing daily, it is becoming increasingly aware to students and professors that there is no way around learning the basis of social media and social media marketing is a hugely beneficial aspect to public relations majors.

 

Because you have distributed articles related to my research, your readers will benefit from learning more about how content marketing on social media platforms is important in public relations and my ultimate goal for my research is to educate the public relations students of the School of Journalism and Mass Communication so they can effectively distribute content on social media for their clients.

 

I look forward to hearing back from you. I will touch base with you next week. If you have any questions or concerns, feel free to contact me through email at mmm347@txstate.edu.

 

Thank you for your time,

 

Sincerely,

 

Madison Morriss

 

News Release

For Immediate Release

11/11/16

Contact: Madison Morriss

Theme: social media PRos

Social Media PRos workshop coming to San Marcos, Texas

 

The School of Journalism and Mass Communication Public Relations Sequence will host a social media workshop on November 11, 2016 from 9 a.m. to 3 p.m.

 

The Social Media PRos workshop is a free, student-oriented workshop. The key to the workshop is educating public relations majors within the SJMC for the future of marketing trends on social media platforms.

 

The workshop will be conducted by Advanced Social Media professors to educate students on how to use social media analytics and conducting research on how to improve their future client’s social media accounts.

 

For more information, including the full schedule of events, you can visit

www.socialmediapros.com , or contact info@socialmediapros.com

 

 

 

 

 

 

 

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Blog Post

SJMC public relations students benefit from social media marketing

 

Social media platforms transform and advance every day, ultimately changing the marketing business for public relations majors across the nation, especially students at Texas State University.

School of Journalism and Mass Communications students are now required to take the mass communication course “Advanced Social Media” educating themselves on social media marketing and its benefits. Social media analytics for various platforms and social media etiquette.

My client for Advanced Social Media SHARE Pride’s Facebook and Twitter profiles to increase their social media engagement. Our objective is to create content that Share Pride can put out for students and faculty to engage and increasong their overall social media engagement. Through those efforts we aim to get students to attend events on campus.

Old Main at sunset. Photo by Madison Morriss

 

Social media marketing for public relations majors is extremely beneficial because it builds companies brands on various social media platforms, as well as allowing companies to receive feedback from their customers. According to Organics econsultant, some ways that public relations professionals are benefiting from social media marketing is getting a vast majority of their feedback at global standards, allowing companies to build their brands around the world. Studies have shown that 81 percent of public relations professionals surveyed, revealed that they wouldn’t be capable of doing their job effectively without using social media platforms.

Social media marketing has increased over the years and has surpassed traditional media marketing’s strategies. People are becoming more adaptable to not only technology as it advances, but also as becoming accustomed to communicating through various social media platforms rather than communication on the phone or via email. In order for public relations majors in the SJMC to continue to be successful after they graduate in social media marketing, public relations professionals have to continue to advance as fast as the various platforms change on a daily basis.

 

 

 

 

 

 

 

 

 

 

 

 

 

Feature Story

Social media marketing and the benefits

 

Keyboards clicked away at the students’ fingertips as they worked on content for their upcoming analytics report for their clients. In Advanced Social Media class, students expand their knowledge on the use of social media as a marketing tool.

Social media as a marketing tool has grown vastly over the years as the internet has expanded into a way for communicating not only with friends and family, but it’s now able to be used as a specific marketing tool for public relations majors, and other majors in the School of Journalism and Mass Communication at Texas State University.

“When people are on the bus, in the elevator, or walking down the street, they’re not looking at posters and billboards, they’re looking at their phones, checking social media,” Matthew Fagerson, a digital media innovation and mass communication senior. “It’s a cheap way to run a social media account, and analytics allow you to immediately know what works and what doesn’t work for specific clients.”

Old Main is the most historic building on the Texas State University campus and is home to the SJMC students. Photo by Madison Morriss.

 

Social media marketing has opened up ideas for how SJMC students will facilitate the information they are learning in their classes for their future careers.

“Social media is best for marketing purposes, especially for websites,” Meagan Kerr, a public relations and mass communications senior said. “You’re able to just click on the ad on your computer screen or smartphone, that will then take a you directly to the product.”

While social media marketing provides benefits for SJMC students, it requires specific qualities and skills to effectively use those tools.

“You need to know the unique culture of each platform, and how to produce high quality content tailored to each platform,” Fagerson said. “The gist of it is—you must build up audience affection with posts that exist to make the readers feel good—not trying to sell them anything. Once you’ve buttered them up, then you can hit them with the ‘Hey, we’re having a sale and you should buy things’ post.”

Students in the SJMC are now required to take the class Advanced Social Media to learn about using social media as a marketing tool and learning how to build client’s audience, as well as creating content for their businesses’ social media accounts.

“Businesses like to hear numbers. Numbers mean that you and the public relations specialist are doing your job,” Fagerson said. “Additionally, the feedback from analytics lets you see what works well so you can do more of those tactics and get a wider audience.”

Social media platforms provide critical feedback on sites such as Facebook, Twitter, Instagram, that companies can use to benefit their marketing strategies.

“[Social media provides] instant metrics you can use to track and adjust your campaign accordingly,” Prisca Ngondo assistant professor at Texas State University said. “Millions of people have mobile devices; so why not meet the consumers where they play. Social media content doesn’t have to cost a lot of money like a TV ad, billboard or radio air- time would.”

While all social media platforms might help some clients SJMC students might work for in the future, not all companies need to be present on all platforms.

“It’s much better to use one or two platforms well than to use multiple ones poorly,” Fagerson said. “you must tailor each post to each platform for it to do well—you can’t just make one post and repost it across the web.”

Facebook gives companies options in expanding their marketing tools by allowing them to purchase advertising space online.

“Facebook is the best social media platform for marketing reasons in my opinion because you can pay $10 a month for your ad to show up,” Kerr said. “By doing that you’re reaching so many people and get such a huge return on investment for the amount of advertising you’re actually paying for. Companies are also able to get immediate feedback and can engage with their audience in a way that wasn’t possible a decade ago.”

Another way that social media marketing has been successful for companies, is by being represented on platforms to provide better customer service.

“One-on-one engagement with your customers should be used by companies,” Ngondo said. “You can solve your customer’s problems without ever having them wait on the phone for hours to speak to the next customer service representative.”

A specific skill public relations majors will need to execute social media marketing is knowing their target audience.

“Public relations majors definitely need to know their audience,” Kerr said. “They need to know what times are best for that audience they are trying to reach on social media and what kind of content they need to produce for their specific client.”

The use of social media will continue to change, as well as more platforms will be created, allowing students in the SJMC to learn and work with those platforms in order to effectively use social media as a marketing tool.

“Social media lets you target your audience with great precision,” Fagerson said. “Instead of trying to bring your audience to you, you can use social media to reach out to your audience where they already are.”

 

Public relations senior Meagan Kerr working in Advanced Social Media on analytics metrics. Photo by Madison Morriss

 

 

 

 

 

 

 

 

 

Script Treatment

45 second fact promo

Treatment

Opening shot of Old Main where public relations majors study. Cut to shots of students on their computers working on creating content for their client’s social media accounts.

 

Icons of social media platforms showing up one by one, each including facts about how they each play a role in social media marketing for public relations majors.

 

Cut to quotes from professors and students in the School of Journalism and Mass Communication  giving advice on social media marketing and the effects it has on public relations majors.

 

Social Media PRos logo

 

 

 

 

 

 

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