Here at Tricom, we write every minute of every day. We’re constantly creating more content for blogs, social media accounts and other projects. According to StudyMode.com, though, 65% of people are visual learners, which means they learn through visual content like graphics, images, videos or audio.
Videos have long established themselves as powerful visual tools. They combine the emotive strength of photos with the power of the narrative to inspire, influence or motivate the viewer.
The video below was produced by GetUp! Action for Australia, an independent movement to build a progressive Australia and bring participation back into our democracy. They advocate for social justice, economic fairness and environmental sustainability. The video specifically promote gay rights and the message that “love is love.”
PR agencies can create their own videos that advocate for their clients and their clients’ issues, or they can promote videos that have already been produced. If your client is a union, you could create an information video describing the importance of unions and the impact they have had on the political landscape. If your client is an environmental protection agency, you could create a video that demonstrates the changes they have made in the local or national community to preserve or improve the environment.
Video content has a huge potential to influence viewers’ values, beliefs and behaviors – which is the ultimate goal of public relations.
Being a newbie in PR can be a bit overwhelming and intimating, to say the least. After 3 weeks at my new PR internship, I am quickly learning just how different learning about PR in a classroom setting is from actually practicing PR professionally. The difference is stupendous!
I’ve literally gone from the highest-ranking student at my university to bottom of the barrel employee at my internship. But guess what? That’s ok! Don’t shy away from the things you don’t know. Embrace them and research them! Going the extra mile to educate yourself about things that you’re unfamiliar with will determine your success in field of public relations. And if you’re anything like me, everything is something you don’t know.
Here are several tactics that I use to keep my head and maintain my confidence while making the transition:
1) Become best friends with Google. Google any- and everything that you are even the slightest bit confused about. Gaining a deeper understanding of things that confuse you will make you that much more prepared to dive into the assignment at hand. Learning things on your own also shows your supervisor(s) you take initiative in the office.
2) Look at criticism in a positive light. Any time someone above you talks to you about something you’re doing wrong, embrace it. Every bit of a criticism you receive is an opportunity to improve. Meet criticism with open arms and smile.
3) Don’t take it personally. Anything that you are assigned to write in PR will likely be sent to an editor, whose job is to rip your work to pieces. And trust me, they will do just that. Editors have a tendency to be blunt and completely insensitive to the writer’s feelings. That’s their job! Internalize the fact that even the highest-ranking authority figures in any PR business have their work edited and ripped to shreds as well.
Whether you enter the PR field with a significant amount of background information or none at all, like myself, conducting research about PR skills, PR tips, current events, or anything else you don’t know will always be vital to your progression in the field.
No need to be alarmed! Collateral material is just a swankier way of referring to information that is documented and distributed to the public in a paper format. Here we’ll discuss why collateral materials are useful in PR as well as take a closer look at some of the more common types of collateral materials. Let’s get to it!
If you have ever been walking own a busy street and been handed a brochure or flyer, than you have just been handed a type of collateral material. Collateral materials are another medium that PR professionals can utilize to reach target audiences. They are beneficial because they help to explain aspects of an organization, company, event, or situation in a simple and strait forward way.
Use collateral materials for two main purposes: to inform and to inspire. They should provide key messages directly and succinctly, but with some pizazz. The idea is to format the message in a way that will grab the reader’s attention, causing them to read the provided information and then for that information to inspire them to conduct further researcher.
Types of collateral materials:
- Brochure: A small booklet that contains information and pictures about your organization and its services
- Flyer: A piece of paper with an advertisement or announcement on it
- Fact Sheet: A piece of paper, typically used for publicity purposes that has bulleted information about a particular issue on it
- PDF document: Forms that can be downloaded and/or printed from the computer
- Direct mail: Unsolicited advertising sent to prospective participants through the mail
- Door hanger: Plastic or cardboard signs that are made to fit around a door knob and used for advertising purposes
- Leaflet: A piece of paper, usually folded, with information or advertising on it.
For young professionals and seasoned professionals alike, the term “branding” is one of the newest buzzwords to take hold in the professional climate. What exactly is branding? And why is it so important to have one? Forbes helps us take a closer look.
The explosion of social media means that as students, recent grads, or employed professionals we need to not only manage our reputation in real life, but on the internet as well. Potential or current employers googling prospective candidates is commonplace and its important that you control what comes up in those search results.
Your personal brand needs to be a reflection of who you are, what you stand for, and the goals you want to accomplish. Branding expert Kevin Keller says the first step to establishing your brand is developing your mantra, “a quick simple and memorable statement describing who you are and what you have to offer”. Some examples of successful mantras include Ivanka Trump’s (daughter of Donald), “An American wife, mother and entrepreneur” or FedEx’s “piece of mind.”
Here are 4 simple steps to creating an impactful mantra of your own:
1. Determine your emotional appeal: Reflect on your personality and how contributes to interactions people may have with you. Do you have strong organizational skills, do you pride yourself on your sense of humor? Here are some questions that can help you figure it out:
- How do I make people feel?
- How do people benefit by working with me?
- What words do other use to describe me?
2. Determine your description: The next step is to determine a word that works with your emotional modifier that helps to establish what your brand is for. An example is Disney who uses “family”, or Nike with “authentic athletic performance”, athletic specifies what the brand is for. Consider these questions while you formulate this part of your mantra:
- What field or industry am in or do I want to be in?
- What words do I use to describe my work?
- Who is my target audience?
3. Determine your function: What do you do? You can choose words that are more specific to your career such as finance, writing, event planning or something more broad such as manager, creator, organizer. Some questions that to ask yourself when thinking of this aspect are:
- What service(s) do I offer people?
- What do I do that makes me stand out from everyone else?
4. Put it all together: Take a look at the words you have come up with to describe yourself and your brand. How can they effectively be strung together to convey who you are to potential and current employers?