Mastery Journey Timeline

Aaron Fredrick HustonMastery: Personal Development and Leadership

Elena RogalleSeptember 28, 2014

Mastery: Personal Development and Leadership

Month 1: September 2014

Apprenticeship Phase – Observation Mode (Passive), Skills Acquisition (Practice), and Experimentation (Active)Ordinary World – Accepted Reality in Which Hero ResidesRelation to Reality – Limited AwarenessTheme – Submit to RealityInfant Stage – “At first the infant, mewling and puking in the nurse’s arms.”

! 1) Full immersion in processes of Apprenticeship-Mastery. 2) Conduct broad research on Mastery field, industry and strategies for attainment. 3) Develop executable action plan containing major milestones and SMART goals.

Mastery Journal Goal –

One Insight – Projected job growth of 8%-14% from 229,000+ 58,800 by (2012-2022) Median Salary $50,000-$63,000 depending on city size operating near Skills – Observation, creativity, immersion, reflection, and practice. Tutorials per Lynda.com – 1) On Camera: Develop Your Video Presence 2) Keynote 6: From Outline to Presentation 3) Video Journalism Storytelling Techniques 4) Building Business Relationships Books – 1) Mastery by Robert Greene 2) Soul of the Age by Jonathan Bate 3) William Shakespeare COMPLETE WORKS by Jonathan Bate and Eric Rasmussen

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Ultimate Outcome – This introductory course’s motif and thematic has been to undergo a deep immersion with the environment, while deeply internalizing the rules, conventions, mentors, and societal archetypes. During this process you reestablish the mind of the child, or original mind, which is extremely fluid and intuitive. Coupled with an intensive and rigorous practice regiment revolving around observation, skills acquisition, and active experimentation, there are intricate strategies available to properly initiate a journey towards Master.!

Industry Leaders – 1) Andy Cooper, Co-Founder and Principal, Cooperkatz & Company 2) Michael Kempner, President and CEO, MWW Group 3) Mary Beth Navarro, Senior Vice President, Corporate Communications Relationship Manager, Wachovia

Retrieved from

Public Relations in a Digital World

Month 2: October 2014

Apprenticeship Phase – Observation Mode (Passive), Skills Acquisition (Practice), and Experimentation (Active)Ordinary World – Accepted Reality in Which Hero ResidesRelation to Reality – Increased AwarenessTheme – Call to Adventure Infant Stage – “At first the infant, mewling and puking in the nurse’s arms.”

Mastery Journal Goal – 1) Fluid understanding of Public Relations and the PR planning process.

2) Hone knowledge of the psychology of social groups, and collaborative dynamics. 3) Broaden familiarity with media literacy and current trends impacting industry.

One Insight – Job opportunities are clustered in Major cities New York, Los Angeles, Chicago, San Francisco, and Washington, D.C.

Skills – PR planning, distribution, control, strategic requirements and organization goalsTutorials per Lynda.com – 1) On Camera: Video Lighting for the Web 2) Excel 2013 Essential Training 3) Budgeting Video Projects 4) Audition CS6 Essential TrainingBooks – 1) Entrepreneurship by Marc Meyer & Frederick Cane 2) Successful Business Plan by Rhonda Abrams 3) Good to Great by James Collins

Ultimate Outcome – Public Relations as it relates to a professional field, is still fairly new in concept. Although it has been a dynamic function of communication without ever formally titled as such, Public Relations as a field now has a firm doctrine of standards and robust moderating body of advanced practitioners. The goal of this second month is to a Master’s understanding of how each individual component of PR fits in relation with another, and in correlation with the whole.!

Internships – a) SXSWedu Internship. b) SXSW Music Festival Internship. c) SXSW Sponsorship Social Media / Web Content and Client Services Internship. http://volunteer.sxsw.com/internships!Cox Communications “Event Crew – WMMO & WBDO” https://online.goinglobal.com/job-search.aspx!Riot Games, NA, Intern with Communications Team, Santa Monica, CA. http://www.riotgames.com/NAinternships!

Legal Aspects of Social Media and Public Relations

Month 3: November 2014

Apprenticeship Phase – Observation Mode (Passive), Skills Acquisition (Practice), and Experimentation (Active)Ordinary World – Accepted Reality in Which Hero ResidesRelation to Reality – Reluctance to ChangeTheme – Refusal of the CallSchoolboy Stage – “Then the whining schoolboy, with his satchel, and shining morning face, creeping like snail, unwilling to school.”

Mastery Journal Goal – 1) Develop better understanding of compromises while balancing strategic interests, individual rights and public engagement. 2) Gain firm background in how to address libel, slander, and infringement in professional communication. 3) Attain dynamic expansion on ethical responsibilities towards brands, organizations, and the public.

One Insight – 5 Steps to becoming a Public Relations Manager (lead publicist, promotion form Public Relations Specialist/Assistant) 1) Earn Bachelor’s degree 2) Participate in internships 3) Find a job in Public Relations 4) Obtain Certification 5) Get promoted to PR Manager.!!! Skills – Terms such as libel, slander, infringement, and copyright, as well as, working with a legal team, international considerations, and security issues.

!Books – 1) Kohn on Music Licensing by Al & Bob Kohn 2) Legal and Ethical Considerations for Public Relations by Karla Gower 3) Copyright Law by Richard Stim

Tutorials per Lynda.com – ! 1) Mixing a Short Film in Audition!!!!!! 2) Green Screen Techniques for Video and Photography 3) Video SEO Basics 4) Photoshop CS6 One-one-One: Fundamentals

Ultimate Outcome – While much of the PR realm operates under the law in good faith, much of the public often perceives the activities of PR to be manipulative and misrepresentative. This innately can be seen as an adverse reaction to someone who functions as a professional buzz-jockey, maneuvering the vehicle of communication, or a image-wizard performing mirror tricks to a slack jaw audience. The goal of this month’s to fully understand how the legal, moral, and ethical attributes of Public Relations impact not only the field, but also in essence drive a unique niche within PR.

Technical Requirements – 1) 4 year Bachelor’s degree in Journalism, Advertising, Marketing, or Communications, Master’s in Journalism or Public Relations! 2) Press Release design elements & distribution methods for Print and Broadcast sponsorship! !!!!!! 3) Professional communication and presentation, through community outreach & efficient information dissemination ! 4) Adobe Photoshop, Adobe Illustrator, LinkedIn, Google +, Youtube, Blogging, Podcasting, Website Management software

Advanced Writing for Public Relations Professionals

Month 4: December 2014

Apprenticeship Phase – Observation Mode (Passive), Skills Acquisition (Practice), and Experimentation (Active)Ordinary World – Accepted Reality in Which Hero ResidesRelation to Reality – Overcome ReluctanceTheme – Crossing the ThresholdLover Stage – “And then the lover, sighing like a furnace, with a woeful ballad, made to his mistress’ eyebrow.”

Mastery Journal Goal – 1) The ability to create engaging multimedia content that informs, entertains, and persuades and audience. 2) Develop advanced writing skills to be applied to PR writing, scriptwriting and storytelling. 3) Expand knowledge of media content necessary, and applicable methods of creation for the PR professional.

One Insight – “The primary goal of Public Relations is to create a positive image in the community, while the ultimate goal is… to increase selling and profits.” Kestan, S. (2014)Skills – Multimedia asset creation, scriptwriting, PR writing, web communications, and visual storytelling.Tutorials per Lynda.com – 1) SEO: Link Building in Depth 2) After Effects CS6 Essential Training 3) Google AdWords Essential Training 4) Premiere Pro and After Effects: Enhancing Production ValueBooks – 1) Anatomy of a Business Plan by Pinson, L., & Jinnet, J. 2) The New Rules of Marketing and Public Relations by David Scott 3) The Self-Promoting Musician by Peter Spellman

Ultimate Outcome – The ability to generate engaging multimedia assets for a varying entities is on the rise, and at this point in the ecosystem in which many are actively pursuing careers, even a small degree of knowledge can create many new creative opportunities. Through this month of education the ultimate outcome is to leave with a definitive ability to craft every essential component necessary to engage the PR community as a professional, whether it be writing scripts or creating diverse media.

! 1) VSU Lead Fundraiser Coordinator, VSU Treasurer – Volunteer 2) SCA Office Coordinator – Federal Work Study 3) Collegiate DECA Membership 4) The Grammy University Network – Grammy U Membership 5) Pure Motivation – Volunteer

Full Sail University community, clubs, industry organizations, and non-profits –

Advanced Writing for Public Relations Professionals

Month 5: January 2015

Apprenticeship Phase – Observation Mode (Passive), Skills Acquisition (Practice), and Experimentation (Active)Ordinary World – Accepted Reality in Which Hero ResidesRelation to Reality – Overcome ReluctanceTheme – Crossing the ThresholdLover Stage – “And then the lover, sighing like a furnace, with a woeful ballad, made to his mistress’ eyebrow.”

Mastery Journal Goal – 1) Attain expanded knowledge of popular social networks, real-time media, and content sharing platforms. 2) Understand activities and behaviors of crowd sourcing, feed aggregation, and content curation. 3) Solidify ability to navigate and employ RSS and HTML5 as it relates to the PR professional.

One Insight – Public Relations has a positive influence on customer loyalty provided the awareness, reach, and efficiency of PR activities are high.Skills – Blogging, online forums, wikis, apps, widgets, mobile and tablet applications. Tutorials per Lynda.com – 1) Google Analytics Essential Training 2) The Art of Color Correction: Color Grading for Locations and Times of Day 3) Managing Project Teams 4) Premiere Pro and After Effects: Creating Title GraphicsBooks – 1) The Now Revolution by Baer, J., & Naslund, A. 2) The Brand Gap by Marty Neumeier 3) Me 2.0 by Dan Schawbel

Ultimate Outcome – The realm of Public Relations is ever evolving, constantly redefining itself, and expanding the responsibilities and skills necessary to call oneself a professional. The Internet has become dynamic tool to many fields, and PR is no different. There are tools and resources available to thoroughly understand and gauge the audience involvement and this month will provide crucial insights towards this objective.

Opportunities for training \ education to gain entrance into industry – 1) APR, Accredited In Public Relations, Administered through either PRSA or IABC! 2) Content Marketing & Story Marketing, through dynamic implementation! 3) Supply written content, arrange interviews, effective spokesperson, able to win industry awards

Social Media Metrics and ROIMonth 6: February 2015

Creative Active Phase – Creative Task, Creative Strategy, and Creative Breakthrough Special World – Through submitting to reality Hero is shown secondary alternate realityRelation to Reality – Experimenting with First ChangeTheme – Tests, Allies, and EnemiesSoldier Stage – “Then a soldier, full of strange oaths and bearded like a pard, jealous in honor, sudden and quick in quarrel, seeking the bubble reputation, even in the cannon’s mouth.”

Mastery Journal Goal – 1) Develop ability to use numeric information to describe and explain performance in relation to campaign goals and objectives. 2) Harness capability to use quantitative and qualitative measurements to provide context for audience trends, website traffic, and social behavior. 3) Learn how to create and develop reports that effectively communicate and bolster stakeholder’s confidence.

One Insight – Bad response or critique? Consider using the 5 R’s 1) Recognize the Opportunity 2) Be Rational 3) Respond 4) Keep it Real 5) RepostSkills – Web analytics, social media optimization, reporting, social media metrics, defining campaign objectives.Tutorials per Lynda.com – 1) Leading Productive Meetings 2) Illustrator CS6 One-on-One: Fundamentals 3) Having Difficult Conversations 4) Designing a PosterBooks – 1) Tell to Win 2) Getting to Yes 3) How to Win Friends and Influence People

Ultimate Outcome – Being able to analyze numeric information and interpret it is a valued skill and even more so the ability to communicate that information with ease can often be the turning point in a relationship. Often comprehension is never the obstacle, and only a means of effectively connecting perceptions and experiences to communicate objectives and results, can provide realistic accomplishments in Public Relations. The goal of this month is to harness this ability.

Mentorship Profile –Ultimately the perfect mentor would not only have extensive knowledge in Public Relations, but would also have accrued substantial techniques at applying this knowledge towards the entertainment industry. Also, an individual with ambition, drive, and thirst for knowledge are good in a mentor as their manner of practitioning will not become stagnate over the course of mentorship.

Market and Consumer Research Analysis

Month 7: March 2015

Creative Active Phase – Creative Task, Creative Strategy, and Creative Breakthrough Special World – Through submitting to reality Hero is shown secondary alternate realityRelation to Reality – Preparing for Big ChangeTheme – Approaching the In-Most CaveSoldier Stage – “Then a soldier, full of strange oaths and bearded like a pard, jealous in honor, sudden and quick in quarrel, seeking the bubble reputation, even in the cannon’s mouth.”

Mastery Journal Goal – 1) Develop knowledge and ability to collect demographics using marketing resources to identify market, competition and consumer. 2) Harness ability to analyze research collected from focus groups, third-party web metrics, and surveys. 3) Understand how to select appropriate digital medium / channel mix for campaign.

One Insight – PR descriptions mainly fail because of a lack of trustworthiness.Skills – Market research, audience segmentation and demographics, industry analysis, selecting medium / channel / platform, and evaluating platforms. Tutorials per Lynda.com – 1) Becoming a Though Leader 2) Designing a CD Cover 3) Managing Teams 4)Photoshop CS6 One-on-One: IntermediateBooks – 1) Crush It! By Gary Vaynerchuk 2) Windmill Networking by Neal Schaffer

Ultimate Outcome – Marketing and advertisement has had a novel effect on the way messages are communicated throughout the world. This reality requires individuals who can not only communicate, but also collect and analyze data from an objective perspective, scrutinizing this information coupled with web analytics market demographics. This month the ultimate outcome is to expand my knowledge of marketing in regards to consumer research analysis, so that I may become a credible source of information within my industry.

Industry Trends – 1) The Internet-of-Things will have many extenuating impacts by 2025! 2) Quality engagement through Internet traffic is heavily impact by media rich visuals assets.! 3) Social Media users are less likely to share opinions, in order of spouse, partner, Close friends, and family. More like to share opinions if perspective is supported by group standards.

Media RelationsMonth 8: April 2015

Creative Active Phase – Creative Task, Creative Strategy, and Creative Breakthrough Special World – Through submitting to reality Hero is shown secondary alternate realityRelation to Reality – Attempting a Big ChangeTheme – OrdealJustice Stage – “And then the justice, in fair round belly and good capon lined, with eyes severe and beard of formal cut, full of wise saws and modern instances. And so he plays his part.”

Mastery Journal Goal – 1) Develop understanding of media gatekeepers currently are for PR professionals. 2) Cultivate ability to effectively communicate with media community. 3) Harness necessary skills to leverage community’s subject matter with authority and credibility.

One Insight – Desired Entry Level Skills Media Relations Knowledge, Strategic Business Thinking, Understand Business Practices, Problem Solving Skills, Creative & Imaginative, Writing Skills Data Analysis & Reporting, Research/ Statistics, Passion to Work, General Education & InterestSkills – Media publicity and development, navigating the evangelist, advocates, influencers, how to pitch to media, and the difference between owned vs. earned media.Tutorials per Lynda.com – 1) Building an Integrated Online Marketing Plan 2) Illustrator CS6 One-on-One: Intermediate 3) Social Media Marketing with Facebook and Twitter 4) Business Analysis FundamentalsBooks – 1) The 22 Immutable Laws of Branding by Ries, A., & Ries, L. 2) Negotiate Like the Pros by Kenneth Shropshire 3) The PR Style Guide: Formats for Public Relations Practice by B. Diggs-Brown

Ultimate Outcome – With all of the prerequisite knowledge in hand from the previous months, over this hurdle, the ultimate goal is cultivate the necessary skills in order to not only be an asset, but to be an asset in the eyes of those looking network within the industry. Establishing, and fostering positive relationships with media gatekeepers is the ultimate goal of this month, while learning how to leverage content and relationships is also a focus.

Companies of Interest – 1) Cooperkatz, New York City, NY. Efficient Discovery + Smart Strategy +Disciplined Creativity + Flawless Execution = Exceptional Results! 2) MWW, East Rutherford, New Jersey. Michael Kemper is founder. Offices in NJ, Chicago, Dallas, Los Angeles, New York, San Francisco, and Washington D.C.! 3) GolinHarris, EST 1956, London, NY, SF. Represents Dow Chemical, Johnson and Johnson, McDonald’s, Toyota Motor, and Wal- Mart.

Events Marketing and Production

Month 9: May 2015

Mastery Phase – Intuitive Understanding, Mental Fluidity and Spontaneity, and Seven Strategies for Attaining Mastery Special World – Through submitting to reality Hero is shown secondary alternate realityRelation to Reality – Consequences of Attempt (Improvements and Setbacks)Theme – RewardJustice Stage – “And then the justice, in fair round belly and good capon lined, with eyes severe and beard of formal cut, full of wise saws and modern instances. And so he plays his part.”

Mastery Journal Goal – 1) Develop understanding of how to orchestrate and execute manner of PR events from press conferences to flash mobs. 2) Harness understanding of how PR is used to support and enhance events such as trade shows, product launches, and press conferences. 3) Master potential applicability of multimedia assets and PR activities like meet-ups, digital presentations, and mobile apps.

One Insight – PR practitioners continually repackage information for different audiences, and via different media, written and spoken.Skill – Professional presentation, public speaking and spokesperson development, leadership and communications, publicity photos and multimedia, meet-ups and special events, and mobile applications.Tutorials per Lynda.com – 1) Photoshop CS6 One-on-One: Advanced 2) Public Speaking Fundamentals 3) Modeling Courageous Leadership: Intelligent Disobedience 4) Connecting with ExecutivesBooks – 1) Beyond Reason by Fisher and Shapiro 2) 101 Project Management Problems and How to Solve Them by Tom Kendrick

Ultimate Outcome – Public Relations is unique in that it is a professional practice that intersects with every other sector of the economy, from politics to entertainment or social-welfare to Wall Street. Being able to effectively orchestrate events to build publicity for a product or brand, executing tactful strategies with media relations, and gaining exposure for clients are some of the ways you can gauge if a job was done well in Public Relations, and the goal of this month is to Master these abilities.

Industry Leader Interviews – !

1) Jalisa Jaylen Booker – Entertainment P.R. Consultant, Musician, & Host – Greater Los Angeles Area | Entertainment – LinkedIn 1st degree Connection2) Tisha James – Public Rleations Intern at Publicly Related | Political Science-Pre Law – Orlando, Florida Area | Public Relations and Communications – LinkedIn 1st degree Connection3) Elizabeth Neff – President, Buzz Entertainment PR; Course Director, Full Sail University – Orlando, Florida Area | Public Relations and Communications – LinkedIn 1st degree connection4) Kathryn Tooles – Marketing & Communications Associate – Orlando, Florida Area | Marketing and Advertising – LinkedIn 1st degree Connection5) Vienna Girardi – Softrock Hiring Manager – Orlando, Florida | Computer Software – LinkedIn – 1st degree Connection6) Sarah Anderson, MBA – Entrepreneur, Dream Chaser, and Business Enthusiast – Orlando, Florida Area | Marketing and Advertising – LinkedIn 1st degree Connection

Mastery Phase – Intuitive Understanding, Mental Fluidity and Spontaneity, and Seven Strategies for Attaining Mastery Ordinary World – Accepted Reality in Which Hero ResidesRelation to Reality – Rededication to ChangeTheme – RoadblockPantaloon Stage – “The sixth age shifts, into the lean and slippered pantaloons, with spectacles on nose and pouch on side, his youthful hose, well saved, a world too widle, for his shrunk shank, and his big manly voice, turning again toward childish treble, pipes, and whistles in his sound.”

Reputation Management Strategies

Month 10: June 2015

Mastery Journal Goal – 1) Develop ability to translate conversations, sentiment, search rankings, social media metrics, and web analytics into effective planning and decision-making. 2) Internalize reputation management strategies, being able to address social threats such as dated information, misinformation, and web critics. 3) Expand knowledge of organization behavior and initiatives that can impact the longevity of communication objectives.

One Insight – There are three key aspects of composing negative news messages 1) Arrangement 2) Components 3) Pedagogical TechniquesSkills – New media practices, audience / consumer empowerment, strategic communication management, crisis management, and story evolution.Tutorials per Lynda.com – 1) Illustrator CS6 One-on-One: Advanced 2) Screenwriting Fundamentals 3) Documentary Editing with Premiere Pro 4) Writing Marketing CopyBooks – 1) Buyology by Martin Lindstrom 2) Content Rules by Handley A., & Chapman, C.C.

Ultimate Outcome – Reputation management is field unto itself for some in the realm of Public Relations and it requires intricate knowledge of a brands inner workings as well as an intimate knowledge of the relationship the brand maintains with its audience and direct customer. Understanding how to navigate delicate situations is a key component of reputation management, and being able to shift a negative situation into either a less negative one, or if possible a positive perspective is the ultimate goal.

Involvement in Local Industry - PRSA Volunteer Outreach and Mentee Programs

Mastery Phase – Intuitive Understanding, Mental Fluidity and Spontaneity, and Seven Strategies for Attaining Mastery Ordinary World – Accepted Reality in Which Hero ResidesRelation to Reality – Final Attempt at Big ChangeTheme – ResurrectionPantaloon Stage – “The sixth age shifts, into the lean and slippered pantaloons, with spectacles on nose and pouch on side, his youthful hose, well saved, a world too widle, for his shrunk shank, and his big manly voice, turning again toward childish treble, pipes, and whistles in his sound.”

The Online Media RoomMonth 11: July 2015

Mastery Journal Goal – 1) Develop ability to utilize an organizations webpage to develop, integrate, and manage media assets. 2) Strengthen understanding of web- usability and development. 3) Broaden capability to manage and update media assets, and best practices to encourage participation across an organization.

Insight – 3 Stages in Preparing for Crisis Management 1) Form Taxonomy of Crisis Types 2) Form Taxonomy of Crisis Responses 3) Develop a System to Match Appropriate Responses to SituationsSkills – Digital pressroom management, media room and search engine optimization (SEO), social media integration, web design and usability, and audience interaction. Tutorials per Lynda.com – 1) Narrative Scene Editing with Premiere Pro 2) SEO: Keyword Strategy in Depth 3) Advanced Compositing, Tracking, Roto Techniques with After Effects 4) Video Script WritingBooks – 1) Predictably Irrational by Dan Ariely 2) The Thank You Economy by Gary Vaynerchuk

Ultimate Outcome – As Public Relations continues to expand its role within the industry, being able to design, develop, and curate web content is an important asset. With the growing ability to maintain connected communities of staff and customers through a locally maintained allows for engagement and encouragement tactics to foster inter-organization camaraderie.

Mastery Phase – Intuitive Understanding, Mental Fluidity and Spontaneity, and Seven Strategies for Attaining Mastery Ordinary World – Accepted Reality in Which Hero ResidesRelation to Reality – Final Mastery of ProblemTheme – Return with ElixirOblivion Stage – “Last scene of all, that ends his strange eventful history, is second childishness and mere oblivion, sans teeth, sans eyes, sans taste, sans everything.”

Public Relations: Final Project and Thesis

Month 12: August 2015

Mastery Journal Goal – 1) Master ability to develop a public relations plan that demonstrates competency in technical, research, and writing skills. 2) Master ability to develop web content via website, multimedia assets, and channel mix. 3) Master ability to not only develop and execute effective PR campaign, but also realistically analyze results and ROI.

One Insight – Proposed Channel of Internal Communication in Case of Crisis 1) Provide instructions to protect stakeholders physically. 2) Provide internal adjustic information as to what went wrong, open and honest, timely and consistent. 3) Employ responses to manage reputation.Skills – Problem analysis and proposal, social media PR plan, social media mix, academic research, and thesis paper.Tutorials per Lynda.com – 1) Fixing Video Exposure Problems in Premiere Pro 2) Advanced Facebook Advertising 3) Photoshop CS6 One-on-One: Mastery 4) Illustrator CS6 One-on-one: MasteryBooks – 1) Tribes: We Need You to Lead Us by Seth Godin 2) The Yahoo Style Guide: The Ultimate Sourcebook by Chris Barr 3) Associate Press Stylebook by Christian, D., Jacobsen, S., & Minthorn, D.

Ultimate Outcome – At the apex of this journey towards mastery in Public Relations, the culminating research, PR Plan, and thesis development will be the test of twelve months of observation, skills acquisition, and experimentation. It will require a creative task and a creative strategy for tackling this task, which will provide the reward of the creative breakthrough. Mastery in any field requires intuitive understanding, mental fluidity and spontaneity, and will ultimately require reflection and distillation of the seven strategies towards attaining Mastery, most of which impacted me was Connecting with the Environment. This is, because it is necessary to submit to reality, to endure dependency and inferiority in order to truly see the underlying meaning of social interactions, and the weight they carry.

Mastery Journey Timeline

Aaron Fredrick HustonMastery: Personal Development and Leadership

Elena RogalleSeptember 28, 2014