2014 Year in Review

This is Marist PRSSA's round up of 2014's most notable PR crises and how they were handled. This list first appeared in Vol. 6 Iss. 2 of esPResso, which can be found here. Thank you to esPResso Committee Chair Lizzy Peper on all her help with this feature.

Most Poorly Handled Crisis

Winner: Ray Rice and the NFL

Ray Rice allegedly assaulted his fiancée in Feb. 2014, but the NFL decided to cover up the incident. When TMZ released footage of the event, the NFL’s PR strategy began to crumble. The firestorm of a PR crisis hit not only the football player but also the league. Still not fully resolved, it will be interesting to see its path. 

Runner Up: Amazon/Hatchette Disputes

The mega e-commerce site was in a public dispute with Hatchette publishing for much of 2014. The battle was for the future of e-books and how publishers would be compensated. Amazon and Hatchette did not handle the situation well, gathering many critics along the way for antitrust

reasons.

Worst Social Media Crisis

Winner: American Apparel Challenger Picture

In an effort to be patriotic American Apparel posted a photo to its Tumblr of what they believed was a picture of smoke. But to the company’s dismay, a young international employee did not know that it was a photo of the space shuttle Challenger exploding. The company apologized for the tasteless mistake, but that does not make up for the oversight. 

Runner up: #MyNYPD

This hashtag was trending for all the wrong reasons. #MyNYPD was started as a campaign to thank the police force for its help and achievements, but it soon turned into a forum for people to post photos of police brutality. What had good intentions quickly showed that not every organization should use social media for branding.  

Most Avoidable Crisis

Winner: General Motors Recalls

In February, General Motors began recalling more than 2.6 million cars after 13 deaths which were caused by a faulty ignition switch that went unrecalled for more than a decade. GM has been cited as being not empathetic about the situation and failing to respond properly to an issue that it has known about for years. 

Runner Up: Target Photoshop Errors

Not once but twice Target was caught Photoshopping its clothing models in the most unflattering way. With thighs being erased and entire parts of the body missing, Target may want to consider hiring a new photo editor or at least look before posting an image. 

Most Global Crisis

Winner: Ebola in the U.S.

In September the first of 14 cases of Ebola in the U.S. was reported. The next month health screenings and questionnaires were administered at U.S. airports receiving planes from Guinea, Liberia and Sierra Leone. Obama later appointed a Ebola response coordinator but many criticized that the appointee has no experience in the field of health or medical care. 

Runner Up: Malaysia Airlines

After eyes were already on Malaysia Airlines because of a plane carrying passengers that went missing in early March, another of its planes was shot down over Ukraine in July.  Both flights were fatal for all on board. The airline considered changing its name to avoid the negative connotation currently attached to Malaysia Airlines. 

Most Comical Crisis

Winner: Dumb Starbucks

In July, comedian Nathan Fielder created a parody coffee shop called “Dumb Starbucks” to use in his show Nathan for You. Starbucks took a laid back approach and representatives calmly stated that the trademarked name could not be used. The shop is now closed. 

Runner Up: Bending iPhone 6

After the release of the iPhone 6 Plus in September, complaints that the larger phone was bending after customers kept it in their pockets for a prolonged period of time came to light. What became known as #Bendgate was trending on Twitter and numerous videos of the manufacturing malfunction were posted on YouTube. 

Best Handled Crisis

Winner: Under Armour Olympic Uniforms

When the U.S. speedskating team started the Winter 2014 Olympics with worse performances than expected, several athletes blamed the Under Armour uniforms they were wearing. The company responded by supporting its technology without turning blame on the athletes. Before the Olympics came to a close, Under Armour committed to sponsoring U.S. speedskating until 2022, solidifying its support of the sport.

Runner Up: Virgin Galactic Crash Response

The crash of a Virgin Galactic space plane being tested for potential tourism resulted in the death of one of its pilots. The company’s chairman took control of the situation and visited the site of the crash in addition to providing a statement of respect to the people affected during a press conference and on social media.

Check Out the Latest Issue of esPResso!

Click the link below to read our latest issue of our PR newsletter, esPResso!

esPResso Volume 6 Issue 2

AP Style Quick Guide

NUMERALS

·      Any number below 10 is spelled out

o   8=>eight

·      Any number above 10 is written as a numeric

·      Exception: dates

o   Jan. 9, 2014

·      Ages: always use numerals

o   She is a 9-year-old girl

o   The girl was 9 years old

·      Measurements , distances, and money always use numerals

o   5 inches

o   20 miles

o   $5.60, 5 cents

ABBREVIATIONS

•      Do not treat states like postal abbreviations, many are different

•      The following are the state abbreviations in AP Style:

Alabama-Ala. 

Arizona-Ariz.

Arkansas-Ark. 

California-Calif.

Colorado-Colo.

Connecticut-Conn.

Delaware-Del.

Florida-Fla.

Georgia-Ga.

Illinois-Ill.

Indiana-Ind.

Kansas-Kan.

Kentucky-Ky.

Louisiana-La.

Maryland-Md.

Massachusetts-Mass.

Michigan-Mich.

Minnesota-Minn.

Mississippi-Miss.

Missouri-Mo.

Montana-Mont.

Nebraska-Neb.

Nevada-Nev.

New Hampshire-N.H.

New Jersey-N.J.

New Mexico-N.M.

New York-N.Y.

North Carolina-N.C.

North Dakota-N.D.

Oklahoma-Okla.

Oregon-Ore.

Pennsylvania-Pa.

Rhode Island-R.I.

South Carolina-S.C.

South Dakota-S.D.

Tennessee-Tenn.

Vermont-Vt.

Virginia-Va.

Washington-Wash.

West Virginia-W.Va.

Wisconsin-Wis.

Wyoming-Wyo.

•      Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas, Utah, District of Columbia are not abbreviated

•      Using states: I live in Savannah, Ga.

•      In datelines: Poughkeepsie, N.Y.

MONTHS

January- Jan.

February- Feb.

March- March

April- April

May- May

June- June

July-July           

August- Aug.           

September- Sept.

October- Oct.

November- Nov.

December- Dec.

•        The party is in January

•        The party is Jan. 2

GRAMMAR/OTHER TIPS

•      AP Style does not use the Oxford comma

o   NO: I like books, food, and cats

o   YES: I like books, food and cats

•      In quotations, commas, periods, and other punctuation go INSIDE the quotations

•      Lay v. Lie

o   Lay, laid, laid  (to put/place an object)

o   Lie, lay, lain (to rest or recline-no object)

•      Most organizations do not use acronyms on first mention, so they should be spelled out then abbreviated if they are commonly recognized

o   1^st mention: National Institutes of Health

o   2^nd mention: NIH

•      Composition titles

o   Magazines and newspaper titles do not have quotation marks. Capitalize the articles a, an, the.

o   Books, TV shows, movies all have quotation marks. See style book for exceptions.

•      When in doubt, look it up!

•      If you are a journalism or public relations concentration you should invest in an AP Style Guide

Guest Post: How to Survive PRSSA National Conference

Image via PRSSA 

With the 2014 PRSSA National Conference behind us, our Regional Conference Coordinator Katelyn Pecorelli has a few tips to offer for anyone attending next year:

• Go in with an open mind: I went by myself, so I had to make friends, but even if you go with others from your school talk to everyone. These were some of the nicest people I have ever met and talking PR with other people that were as passionate about PR was incredible. 
• Prepare something for roll call: It may seem scary especially if you are on your own, but I wish I had more time to prepare and had actually done something, because some schools were very creative with it. 
• Don’t be afraid: Talk to everyone, including the professionals. They are there for us to learn from and want to hear our opinions. 
• Do as much as you can: There are so many experiences at National Conference and so much to learn, try to take it all in.
• Talk to everyone: Especially on your own you may be shy, but talking PR with other people that are as passionate as you is incredible. 
• Don’t sleep in: You will be tired and you will want to skip some speakers or opening. Don't. It is worth it to go and you or your school is paying for you to be there, make the most of it. 
• Go out and have fun: Again, you will be tired, but going out with new friends helps to solidify the relationships you built. 
• Keep in touch: It may seem as if you will only know the people you meet for the next few days, but it is completely possible and reasonable to keep in touch with them for extended periods of time. The more connections you have the more opportunities, especially if they are spread out across the country.

Special thanks to Katelyn Pecorelli for sharing her advice! 

#X: AT&T “It Can Wait” Campaign is a Success

Image via It Can Wait

Everyone has done it. Sent a text message while driving.

AT&T has now launched a new “It Can Wait” campaign to stop drivers from texting while they are traveling.  Cellphone use can be attributed to nearly 26 percent of motor vehicle accidents.

A survey conducted by AT&T last year found that 49 percent of adults and 43 percent of teens admitted to texting and driving.

Four of the major cellular providers have joined together to create the “It Can Wait” campaign in 2013 to raise awareness of the dangers of texting while driving. The companies include Verizon, AT&T, Sprint and T-Mobile.

The latest installment in AT&T’s campaign encourages people to send a “#X” to let people know that they are getting into a car and cannot talk, pausing the conversation. This specific part of the campaign is hoping to reach the younger, teen audience.

Image via AT&T

In an article from PRNews they stated that, “AT&T has won the support of more than 1,500 organizations and recruited celebrities … to spread the word via social media.” The campaign has also gathered over 5 million pledges to not text while driving.

The #X campaign is a great way for the company to refresh their techniques and reach a new audience.  

Follow @ItCanWait on Twitter and find more information on the campaign here.

Buzzword: Personal Branding

Image via EMU PRSSA

Lately, “personal branding” has been touted as the most important thing that a person can do to secure a job and be well respected.

Branding has been used as a marketing tool for years, but now personal branding is coming to the forefront as a necessity to anyone on social media.

Everyone has a personal brand, whether they realize it or not. Every interaction and post on social media immediately contributes to your brand—or what people see as your digital footprint.

There are two options, you can define your own brand or you can let others define it for you. The former is more preferable because of the control you have over it. So, it is important to make sure that all your social media has a consistent message and displays your skills.

Forbes puts it simply, “What do you wish for people to associate with you when they think of your name?”

Image via Jay Palter

They also speak to the importance of strategy in building your brand: “Every tweet you send, every status update you make, every picture you share, contributes to your personal brand. It is an amalgamation of multiple daily actions. Once you understand how you wish your brand to be perceived, you can start to be much more strategic about your personal brand.”

Strong personal brands are innovative, purposeful and strong, or as Forbes says, “a strong personal brand is dependent on a strong narrative.” Everything you say about yourself reflects on your brand, so you should be saying positive things that build up your narrative.

More than ever, public relations professionals need to build not only their clients’ brands, but also their own; to be more credible, hirable and resourceful, a personal brand can lend help, especially to new grads.

What are the best ways to start building your brand?

Well, start with transparency of both the good and the bad in your life. If you are not building your brand, others are doing for you whether you like it or not.

Your digital footprint is forever, so think before you post because one small mistake can haunt you for the rest of your life.

Tim Massie, current ‎Senior Vice President for Public Affairs and Government Relations at HealthQuest, gave students four steps to self-promoting when he spoke at a workshop as part of Marist College’s Emerging Leader’s Program.

1. Define your objective:

•      You want all your actions to demonstrate ability and passion

•      Ask yourself, what defines you as a person? What sets you apart?

2. Discover your current brand:

•      How do the people around you describe you?

•      You need to promote and influence the perception of your brand.

3. Define your message:

• What do you want to be?
• You have your current brand and your target brand, what will cause a change to reach your objective?

4. Choose your tools:

• Each social media tool has its own value.
• Massie suggested that on Facebook you should determine the purpose of your page, and Twitter is a place to start conversations—not air your dirty laundry

But Massie cautioned that nothing can help your brand more than face-to-face communication and networking in person. The bottom line? Personal branding sets you apart from all the other candidates out there. If you can create a strong brand, you will have the ability to influence opinions and be a credible source to others.

Follow Massie on Twitter for insightful information @tcmassie

5 Ways to Revamp Your Resume

Image from Flickr

1. Consider the job that you are applying for: Every job is different and your resume should reflect the field that you want to work in. For instance, in creative industries you can rework your resume to reflect your aesthetic while still keeping it professional. You always want the most relevant and important work that you have done at the top.

Tip: Keep an eye out on job listings for “required skills” and if you possess any of them, use the keywords in your resume to help stand out when online software is looking for specific words.

2. Focus on accomplishments, not just duties: Employers want numbers and goals. Show them that you can meet benchmarks. The more numbers you can include the better because it serves as a reinforcement of your personal traits. It shows what you can bring to the company and your ability to problem-solve.

Image from Buzzfeed

3.  Use “power vocabulary”: Make every bullet an action and avoid clichéd words. Use industry specific terms to show knowledge. Check out this list of power words that can help you. On a very important note, always proofread for grammar and spelling mistakes.

4. Include modern elements: We live in a digital era, so it is important to highlight any skills that you have, especially with social media. If you’re comfortable, create a digital resume that links to your blog, portfolio, LinkedIn, Twitter and any other relevant accounts. The key is not to overdo it and keep it professional.

5. Show your personality: You want to stand out in a pile of resumes, so always add something that makes it your own. Whether it is a small pop of color, a photo or an interesting layout. Offbeat resumes are becoming more accepted, so experiment and do what feels right for you, all the while keeping a professional eye in mind.

Check out this Buzzfeed post for inspiration 

10 Things To Do To Make the Most of Your Internship

Image via Moraine Valley

With college students heading back to school this month, many are finishing up summer internships or starting one for the fall. Internships are a chance to understand an industry and gain valuable experience that can be used in future positions. Here are 10 things that you should do to make the most of your internship experience.

1. Ask Questions

Internships are the best time to learn about the industry that you want to work in one day. Do not be shy to ask questions. Not only does it show that you are proactive, but it also shows that you are interested in what is happening. If you do not understand something, be sure to ask someone. They would much rather answer a question than fix a mistake because you didn’t speak up.

2. Network

This is the perfect time to meet professionals and learn from your surroundings. From people in the office, to parties and events, there is always a time to network during your internship. These relationships can lead on to future connections at companies. You never know what could come of introducing yourself to someone at a professional function. Always take the chance and meet as many people as possible.

3. Take It All In

Although you are the bottom of the food chain at the company, this is the time to take it all in and find out what you do and don’t like about different job roles. It can be overwhelming being in a new environment, but it is important to not lose perspective and understand that you are there to learn.

4. Research, Research, Research

Image via CUNY

Research your company. This includes past work, their client list, and important people to know. Research the industry. Know the latest trends in the market, read trade magazines and papers and know the basics before you start. It will show initiative and leave you well prepared to answer questions and complete tasks.

5. Set Goals

Set both professional and personal goals. Sit down with your supervisor and ask them what they will expect from you while you intern. At the same time set personal goals on what you hope to take away from the experience, be sure to share these with your supervisor so they can help you achieve them. This will give you some structure to base your internship on.

6. Accept That Not Everything Will Be Fun

Because you are the intern, do not expect every task to be fun. You may get coffee, you could answer phones, and you will probably file papers. Although these are likely to be a part of the experience, the rest of your internship will be filled with interesting and educational projects. Once you learn to put your best effort into everything you will enjoy the experience much more. If you are doing more clerical work than projects, ask your supervisor for more responsibility.

7. Maintain Professionalism

This means follow the company dress code. You would rather be over dressed than underdressed. Err on the side of caution your first couple days. Maintain a positive and professional attitude. Do not let internal or external drama affect your work.

8. Be Enthusiastic

Always accept opportunities to go a step further. A positive attitude will help you move forward in your position as an intern. You could be asked to take on more responsibility as a result, and a full-time job could be in the cards if you maintain a relationship with the company.

9. Take Initiative

If you’re free, take every opportunity that is handed to you. Not only will you learn more, but you will be proactive and motivated. If your supervisor is not offering any new work, ask. You will not get anything if you do not ask. Show initiative.

10. Have Fun

Above all, make sure you are having fun and enjoying the experience. You are still a student so this is the perfect time to ask questions, make mistakes and take everything away from the internship that you can.

#ALSIceBucketChallenge Takes Over Social Media

Image via The Atlantic

Over the past few weeks peoples’ Facebook and Twitter newsfeeds have been flooded with videos of friends dousing themselves in ice water to support ALS. The challenge goes like this: friends nominate each other to tape a video of themselves dumping ice water on their heads within 24 hours or they have to donate $100 to ALS.

Amyotrophic Lateral Sclerosis, better known as Lou Gehrig’s disease, is a neurodegenerative disorder that affects brain cells and eventually leads to total body paralysis, although the mind remains intact. This disease affects thousands across America, and life expectancy averages about two to five years after diagnosis.

The New York Times reported that donations to the ALS Association have exponentially increased over the last month. “As of Sunday, the association said it had received $13.3 million in donations since July 29. It said there were about 260,000 new donors.”

So what is the problem with millions of dollars in new donations as a result of a social media trend?

Many are criticizing the fad because people are just doing the videos to show that they can survive dumping themselves with ice water, almost as an ego boost. And who is checking on the people who do not take the challenge and are supposed to make a donation? Since the donation is an alternative to dumping water on themselves, people do not want to lose the money so they take the challenge.

Although the basic idea of the trend is for a good cause, like anything that reaches the masses, it eventually lost its purpose. Now, it has just become a way to increase social media credibility and gain followers across social media platforms.

Forbes spoke about “slactivism” and how things like this do not really help the cause in the long run. “It’s a substitute for real long-term involvement and engagement. It’s all about showing off for social media. It won’t change a thing, or cure ALS or ease the suffering of those with the disease.”

Most of the videos do not even mention or discuss ALS and how it affects the body, so how is this helping to “strike out ALS”? Instead of having substantive content, the videos are simply a viral trend.

Pete Frates

So how did an ice bucket, a camera, and social media all become intertwined with ALS? That can be credited to Boston College baseball player Pete Frates, who is battling Lou Gehrig’s disease. He made one of the first videos in the name of ALS, and his friends and family have helped transform the challenge into a charity fundraiser to help spread awareness.

So, is the ALS ice bucket challenge being completed with the best of intentions, or are people using it as an excuse to watch their friends scream from shock?

Whether the intentions are noble or not, the ALS Association has raised millions to help fight a disease that is affecting thousands across the country, and people that have never heard of the disease are talking about it. Check out their website for more information regarding donations and learn more about the disease.

Even the Kennedy's took on the challenge