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Me•di•um [mee-dee- uhm] —n. a means or agency for communicating or diffusing information, news, etc. to the public IN THIS ISSUE: History of the Hashtag by Kate Robertson, pg. 1 National Conference by Chris Bonelli, pg. 2 Guide to the Perfect Tweet by Katharina Elberti, pg. 3 Review of the Firm by Dan Bowman, pg. 3 Member of the Semester, pg. 4 Defining PR by Candace Rutherford, pg. 4 The Job Search Q&A with Hayden Roberts, pg. 5 NC Fall Agency Tours by Ashlyn Davidson and Hannah Avery, pg. 6 Hashtags: A History by Kate Robertson The # is experiencing an identity crisis. In the past, it has served as a number sign, tic-tac-toe board and musical notation. But now, it stands for something completely different. Instead of denoting numbers, games or music, it’s now largely used to mark content on social media. The # has become the hashtag. Since its launch in 2007, the hashtag’s popularity has skyrocketed, especially on Twitter. It started as a means of marking certain news stories and grouping related content. These groups are called “trends.” Tweeters can search trends and hashtags to find related content. For example, searching #VirginiaTech will show all Twitter material related to Virginia Tech. There is no set list of hashtags; tweeters are free and encouraged to create their own. Popular hashtags include #TBT (Throwback Thursday) and #SelfieSunday, in which users post photos and tag them as throwbacks or selfies, respectively. Trends also reflect current events, like Obamacare, Syria and the Miami Dolphins bullying scandal. Many Twitter users avoid hashtags at all costs, claiming they are useless and obnoxious. Perhaps those people should reconsider. According to social media scientist Dan Zarella, tweets that contain hashtags are 55% more likely to be retweeted than those without them. That’s enough to convince me to use hashtags more often. For six years, hashtags only existed on Twitter. But now, other social media sites are beginning to embrace the hashtag. Instagram added hashtags to their platform two years ago. Here, their function is almost identical to their function on Twitter: sorting content based on the hashtag. Searching #sundance, for example, will show all pictures and now videos posted about the Sundance Film Festival. More recently, Facebook introduced hashtags this past June, a move that has garnered as many critics as it has supporters. The change aims to make Facebook content more accessible, and to increase real-time information sharing. Proponents agree that the hashtags will prove beneficial over time, while opponents see no use for them. “Hashtags are for Twitter,” they say. Opponents also argue that hashtags clutter their news feeds and do not blend with Facebook’s streamlined design. Personally, I don’t see hashtags catching on outside Twitter and Instagram. Facebook is not meant for real-time news and updates. As Mashable.com writer Chris Taylor says, “When news is breaking, or a horrific storm is heading your way, it’s Twitter that lights up with updates. That’s what it was built for: speed and brevity.” We may get some news from Facebook, but ultimately we turn to Twitter. Facebook would be smart to stray from hashtags and stop playing the “me, too” game, as Taylor calls it. This raises a whole new question: does Twitter “own” the hashtag? Are hashtags Twitter-exclusive? Better yet, should they be Twitter- exclusive? The “Hashtags are for Twitter” response is enough of an answer for me. However, we shall see how hashtags are integrated into other social media, like Google+, Flickr and Pinterest. Regardless of its residency, the hashtag is a huge part of social media culture, and it is here to stay. #HokiePR The Medium Volume 23, Issue 1 FALL 2013

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Page 1: The Medium - Virginia Tech Public Relations Student ...vtprssa.weebly.com/uploads/5/1/8/4/5184821/the_medium_fall_2013… · beginning to embrace the hashtag. Instagram added hashtags

Me•di•um [mee-dee-uhm] —n. a means or agency for communicating or diffusing information, news, etc. to the public

IN THIS ISSUE:History of the Hashtag by Kate Robertson, pg. 1

National Conferenceby Chris Bonelli, pg. 2

Guide to the Perfect Tweet by Katharina Elberti, pg. 3

Review of the Firm by Dan Bowman, pg. 3

Member of the Semester, pg. 4

Defining PR by Candace Rutherford, pg. 4

The Job Search Q&A with Hayden Roberts, pg. 5

NC Fall Agency Tours by Ashlyn Davidson and Hannah Avery, pg. 6

Hashtags: A History by Kate RobertsonThe # is experiencing an identity crisis. In the past, it has served as a number sign, tic-tac-toe board and musical notation. But now, it stands for something completely different. Instead of denoting numbers, games or music, it’s now largely used to mark content on social media. The # has become the hashtag. Since its launch in 2007, the hashtag’s popularity has skyrocketed, especially on Twitter. It started as a means of marking certain news stories and grouping related content. These groups are called “trends.” Tweeters can search trends and hashtags to find related content. For example, searching #VirginiaTech will show all Twitter material related to Virginia Tech. There is no set list of hashtags; tweeters are free and encouraged to create their own. Popular hashtags include #TBT (Throwback Thursday) and #SelfieSunday, in which users post photos and tag them as throwbacks or selfies, respectively. Trends also reflect current events, like Obamacare, Syria and the Miami Dolphins bullying scandal.

Many Twitter users avoid hashtags at all costs, claiming they are useless and obnoxious. Perhaps those

people should reconsider. According to social media scientist Dan Zarella, tweets that contain hashtags are 55% more likely to be retweeted than those without them. That’s enough to convince me to use hashtags more often. For six years, hashtags only existed on Twitter. But now, other social media sites are beginning to embrace the hashtag. Instagram added hashtags to their platform two years ago. Here, their function is almost identical to their function on Twitter: sorting content based on the hashtag. Searching #sundance, for example, will show all pictures and now videos posted about the Sundance Film Festival. More recently, Facebook introduced hashtags this past June, a move that has garnered as many critics as it has supporters. The change aims to make Facebook content more accessible, and to increase real-time information sharing. Proponents agree that the hashtags will prove beneficial over time, while opponents see no use for them. “Hashtags are for Twitter,” they say. Opponents also argue that hashtags clutter their news feeds and do not blend with Facebook’s

streamlined design. Personally, I don’t see hashtags catching on outside Twitter and Instagram. Facebook is not meant for real-time news and updates. As Mashable.com writer Chris Taylor says, “When news is breaking, or a horrific storm is heading your way, it’s Twitter that lights up with updates. That’s what it was built for: speed and brevity.” We may get some news from Facebook, but ultimately we turn to Twitter. Facebook would be smart to stray from hashtags and stop playing the “me, too” game, as Taylor calls it.

This raises a whole new question: does Twitter “own” the hashtag? Are hashtags Twitter-exclusive? Better yet, should they be Twitter-exclusive? The “Hashtags are for Twitter” response is enough of an answer for me. However, we shall see how hashtags are integrated into other social media, like Google+, Flickr and Pinterest. Regardless of its residency, the hashtag is a huge part of social media culture, and it is here to stay.

#HokiePR

The MediumVolume 23, Issue 1

FALL 2013

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Inside Scoop on National Conference by Chris BonelliEach fall, public relations students gather for the annual PRSSA National Conference. This is a time for networking, professional growth and Chapter development. Oct. 25 – 29, more than 1,100 PRSSA members descended upon Philadelphia for our Society’s 2013 National Conference, “Foundation for Innovation.” This includes students from all over the country—and even a South American Chapter! The Conference was held in the Loews Hotel on 5th and Market Street, truly the heart of downtown Philly. The main programming of Conference was comprised of professional development sessions, industry-leading speakers and thought-provoking workshops. The professional development sessions included topics of personal branding, evolving digital media, integrated marketing, media relations and more. These sessions could not have been more relevant and beneficial. Our keynote speaker, Mary Henige, and living legends panel of speakers also provided wonderful insight into the world of public relations and our role in it. I was especially proud of the Chapter development sessions held on Friday afternoon. In May I selected eight Chapters to give 20-minute presentations on their “best practices” as a Chapter. Topics varied from member diversity, programming on

a budget and even Chapter branding. These sessions served as a way to showcase the great work the eight presenting Chapters have done, but also to provide ideas for attending members to take back to their own Chapters and implement. I was also responsible for the 2013 PRSSA community service initiative. We partnered with the PRSA Philly Chapter to collect women’s business accessory donations for Career Wardrobe, a local nonprofit. Career Wardrobe assists women to re-enter the workforce after dealing with issues such as homelessness, domestic violence and drug abuse. We challenged Conference attendees to donate gently used belts, scarves, bags, shoes and new hosiery and makeup. I am pleased to say we

collected seven large boxes full of donations to benefit Career Wardrobe. It was great to see our entire Society make a concentrated effort to help the Philadelphia community. National Conference is held in conjunction with the PRSA International

Conference. This year the PRSA Conference was located in the Marriott across the street and featured speeches from Brian Solis, Vernice “FlyGirl” Armour and John Wood. Don’t get me wrong; Conference isn’t all workshops, speakers and panels. We had a “Party at Gatsby’s” for our Friday night opening social. There was a live swing band and plenty of room for the foxtrot. Attendees got into the spirit of the evening with fedoras, suspenders and flapper dresses galore!

There was also plenty of time in the evenings to tour the great city of Philadelphia. Instagram blew up with pictures from the Liberty Bell, town hall, Rocky statue and more. Not to mention everyone’s search for the “most authentic” Philly cheese steak. Check out the #PRSSANC tag and you’ll see how much fun all the attendees had. This was my second National Conference and I can tell you one thing for sure—attending Conference is a MUST. Nowhere else will you have access to so much insight into PRSSA and the public relations field. At Conference, you will make connections with hundreds of professionals and students. You never know who may be that one professional connection that gets you the “in” you need for your dream job. The 2014 PRSSA National Conference will be held next fall in our own backyard—Washington D.C. This is fantastic opportunity and there should be no excuse for not attending. I am confident that Virginia Tech will leave its mark on next year’s Conference.

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It’s been cool to see how to work with a client and meet their needs. We met with two of the co-founders of Koofers and they pitched their product to us. For Gobble Cakes, we decided to take pictures of their pink delivery car around town and do social media trivia contests. Mary Puglisi, a junior studying Communication, said.“ ”

1. APCO WorldwideHeadquartered in Washington, DC, APCO Worldwide has over a thousand clients. This firm is ranked #1 based on a perfect score in the categories of needs analysis, creativity, imple-mentation, reporting, and overall performance. 2. EdelmanFounded in 1952 in New York, New York, Edel-man serves over 10,000 clients. With over 4,000 employees, Edelman earned a 99.6% overall score complete with perfect scores in creativity, implementation, and overall performance. 3. SSPRHome to 50 employees, SSPR is located in Northfield, Illinois. With over 500 clients, this firm holds the #3 spot with an overall score of 99.4%. Areas of expertise include needs analy-sis, implementation, and overall performance. 4. Ruder Finn, Inc.Based out of New York, New York, Ruder Finn, Inc. employs 580 individuals to cater to the needs of 1,000+ clients. This firm has a 97% cli-ent retention rate and an overall score of 99.2%. 5. Waggener Edstrom WorldwideLocated in Bellevue, Washington, Waggener Edstrom Worldwide has 900 employees serving over 1000 clients with a retention rate of 94%. Courtesy of topPRagencies.com, Nov. 2013

Top 5 PR Firms in the US by Melissa Grau

Guide to the Perfect Tweet by Katharina ElbertiK.I.S.S – Keep It Simple Stupid!

Timing is everything. If you want a tweet you have to think about your au-dience and their patterns; reaching the 19-year-old college student that stays up until 1 a.m. and reaching the a 9-5 company require very different tactics.

Hashtags: good or bad? Good in mod-eration and terrible in excess. Do not be one of those girls who does 25 char-acter hashtags (#omgbestboyfriend-intheworld…just, why). Hashtagging topics or a location is alright, but not every other word. Another thing I have noticed is that tweets with an absor-bent amount of hashtags are less likely to be retweeted.

Tweeting images. I love attaching pic-tures and images to my tweets; people respond well to visuals. However, I would not recommend an image with every tweet. Twitter recently updated

its format so that images can be viewed without having to be clicked on.

Appropriateness. It is good to have opinions. Express them and stand by them, but if a tweet has no other point than to bash or harm someone, then there’s no point in writing it. Tweeting “Johnny smells like rotten ggs and will never get a date” is in no way going to improve the quality of your life so why not just think it (or don’t…be nice…) and not spread it? Rather, our gener-ation should be using Twitter to voice opinions on animal abuse or tweeting a link to a fundraiser for those affected in the Philippines.

Work v. Pleasure. Simple: every time you tweet something make sure you are OK with your boss five years from now seeing it. Let’s be honest, technology can do amazing things and people are creepers; it could resurface when you do not want it to.

82total dues-payingmembers

first-time members for fall semester

miles to Charlotte, NC for fall agency tours

clicks (10/03 to 12/12) to our blog: vtprssa.weebly.com/blog

Chapter Stats:

35183

416

Feedback from the Firm by Dan BowmanUt Prosim PR Firm, which has approximately 25 active committee members, has had a great semester so far. We have 2 clients that we have been working with: Gobble Cakes and Koofers.

Gobble Cakes is a cupcake boutique downtown that needed help bringing back its initial surge of customers in its second year of business. We have mainly been using social media for outreach, but we plan to implement some events during second semester.

Our second client is Koofers. Not only are the founders of Koofers super relaxed and fun to work with, but they are also very willing to work with VT students since they started the company here as undergraduates; they are giving back to the school that gave them the chance to start a career. We are learning the ins and outs of a new product Koofers is beginning

to market called Campus Recruiter. In essence, it is a tool for companies to conduct online interviews with prospective hires, by searching through different categories in the Koofers database.

This product is tailored to companies rather than students and is something very different for the Blacksburg start-up. Our job will include media relations. We will be reading and commenting on trade and technology blogs so that bloggers may write about our product. I am excited to continue leading the firm next semester, and look forward to what we can produce as a team.

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Member of the Semester: Elliott WilliamsMajor and year? Junior communication major, focusing in public relations.

How are you involved with PRSSA? I just joined PRSSA this fall. I am part of the Ut Prosim committee and have helped work with Gobble Cakes, a local bakery.

Where do you one day hope to be career-wise? I’m in a band and have done PR for us. I would love to work with a record label and help bands obtain recognition.

What has PRSSA done for you? PRSSA has helped me a lot in understanding how public relations works. Since I transferred from a community college, I’ve just started my classes as a communication major. I feel like my short time with PRSSA has given me a head start and the things I’ve learned will transfer over to the classes I’ll take in the future.

What’s one thing you would tell potential PRSSA members? It’s a blast! Coming into Virginia Tech I never expected to join such a fun club that really incorporates the things I love to do. If you’re looking to focus in PR, I would strongly recommend joining this club!

Think of your favorite celebrity. Now think of all of the ridiculous things they do and say. Miley Cyrus, anyone? Or maybe Kanye West at the Grammy Awards? It’s no surprise that someone is needed to represent them and foster a positive public image. While this isn’t all that a PR agent does, it’s a simple way of thinking about the management function that is PR.

PRSA’s official definition of public relations, found on their website, is “...a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

A PR agent has opportuni-ties in many fields ranging from corporate to nonprof-it and entertainment to sports.

That being said, PR can take many different forms. Communication methods have evolved drastically

in recent years and it’s only natural that PR evolves with it. Agents use various methods to communicate a company’s desired message to the appropriate audience. Social networking, print and digital newspapers, television stations, radio announcements, and fliers are just some of the avenues that are used to deliver a client’s message.

As Ben Butler, PRSSA National vice president of public relations, said at the PRSSA National Assembly in April 2013, “As public relations professionals, the focus of our work should not be on us. It should be on whoever we represent, whether a client or employer.”

Representing a client will not always be an easy job. Transparency is key, in

both good and hard times.PRSA encourages all PR practitioners to adhere to its code of ethics: advocacy, honesty, expertise, loyalty, independence and fairness.

As Butler went on to say, “We are like the ‘suits and ties’ of organizations. Suits and ties were not created to stand alone -- they were designed to enhance the image of others. We do this by achieving organizational goals through the strategic

harmony of marketing, advertising, media relations and other necessary tactics driven by research-driven insights.”

In layman’s terms, PR is the professional mediator between a client and the public, presenting the client as a polished business suit would.

Artwork from Justin Timberlake’s “Suit and Tie” album, Jan. 2013.

PR as Your Client’s Suit and Tie by Candace Rutherford (in collaboration with Melanie Ford)

5 Potential Marketing Trends for 2014by Kevin Williams1. Increased Digital Marketing Budget- Digital marketing includes advertising using the web, social media and mobile technology. 2. Decline of Traditional Media Continues - While traditional media still has a role to play in marketing and public relations, businesses are moving away from traditional media because the costs outweigh the benefits. Traditional media refers to radio, television, magazines and newspapers.3. Less Words, More Visuals - The brain processes visual data about 60,000 times faster than it process-es text. An effective visual is likely to convey a message several times better than text can. This finding could lead to an increase in photo and video sharing apps.4. Google+ and Twitter Challenge Facebook - Facebook is currently the world’s number one social me-dia platform and that is not expect-ed to change overnight. However, Twitter and Google+ are becoming increasingly popular, and 2014 could be the year that they push Facebook from the social media mountaintop. 5. Snapchat as a Marketing Tool - As businesses attempt to be as cre-ative as possible in their marketing efforts, don’t be surprised if some businesses turn to this popular app.

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1. How should undergraduates prepare for a career during their first three years of college?

During your first three years it’s important to get involved in clubs, organizations and courses at Virginia Tech that interest you and are related to what you are looking to do. Try different things to make sure you don’t miss out on anything. Getting an internship or co-op during this time is a great way to gain first-hand experience in a job field and make connections that can help later on down the road.

Undergraduates should, without a doubt, come to Career Services, where I am a Peer Career Advisor, and learn about all the resources we have to offer. We can help anyone with their resumes, cover letters and answer any questions they may have about careers. Getting started freshman year makes leaving college and finding a job a much easier transition and doesn’t leave you feeling overwhelmed at the end.

2. When and how do I start applying for jobs?

It’s a good idea to make a spreadsheet of all the companies you are interested in and put the job description, when the application is due and where the company is so that you can keep the resumes and cover letters all straight.

See if any of the companies are coming to the career fairs in the fall or spring. Talking directly to a recruiter and giv-

ing them your resume in person is a great way to get started.

3. It’s fall of your senior year and you’re

overwhelmed by the thought of almost being thrust into a “real world job.” What do you do?

It’s important to a step back and see where you want to go and what you want to do. If you are extremely overwhelmed, come into Career Services and make an appointment with an advisor to discuss your options. Also, if you are unsure about entering a real world job, shadowing someone in a field you are interested in might help ease some of the stress you are feeling. One thing that might help students is to realize they are not alone. A lot of other students are in the same boat.

4. What resources can students use to find job listings?

Students should be looking anywhere and everywhere. Career Services always recommends Hokies4Hire because employers looking for Hokies put numerous job postings on the site. But there are a lot of great resources out there--you can find job listing sites pretty easily through Google, including CareerShift and Monsters.

5. Who should students talk to if they have questions about a potential career path?

Talk to someone who is in the field now. Find a Tech alumnus and see if you can meet with them to hear about how they got to that point and where they plan to go. Everybody has a different way of getting to the job they have and it can

help you determine what you should be doing now to get to where they are. Also, a new resource to Career Services is CandidCareer. On this site you can look up specific positions or majors, and it has interviews with professionals in the field now who talk about how they got to where they are today. 6. What if a student still has no idea what they want to do after earning their undergraduate degree?

Make an appointment with an advisor and discuss all the options that are available to you. Graduate school might be a great option for them to be able to narrow in on a particular field more. Students also find it helpful to know that just because they have a degree in English or math doesn’t mean they have to go into a certain job. Your major doesn’t equal your career. That usually helps some students realize they have more options than they originally thought.

7. Is grad school for me and how can a broke college student pay for it?

Graduate school is a common option for people who want to go into something more specific than an undergraduate degree can offer. Many employers will now pay some or all of an employee’s graduate school tuition. Often times, universities will pay students’ tuition and provide them with a stipend if they work as a teaching assistant or undergraduate assistant.

Hayden Roberts is a junior communication major at Virginia Tech. She works as a Senior Peer Career Advisor with Career Services and writes for the lifestyles section of the Collegiate Times student-run newspaper.

The Job SearchQ&A with Hayden Roberts

Photo courtesy of career.vt.edu

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Interested in joining? Email [email protected] to receive listserv emails, internship opportunities and meeting information.

Meeting schedule: Every other Wednesday at 7 p.m. in Johnston Student Center RM 100

Get involved on a committee! Visit the “Our Chapter” page on our website for more info.

Website: vtprssa.weebly.comFacebook.com/VTPRSSA Twitter: @VTPRSSA

Faculty Advisor: Dr. Douglas Cannon Professional Advisor: Lori Greiner Local PRSA Chapter: Blue Ridge Chapter

Your 2013-2014 Executive Board [from left to right]:Cat Goergen, PresidentMelanie Ford, Webmaster/Editor-in-ChiefDanielle Logan, Chapter Relations ChairDan Bowman, Firm DirectorBecca Leaf, Secretary/TreasurerCourtney Edwards, Vice PresidentMeredith Spencer, Co-Events ChairAlex Niciforo, Co-Events Chair

Jan. 21 Spring classes start

Jan. 22 First spring meeting at 7 p.m. in Johnston RM 100

Feb. 8 VT PRSSA Comm Connections from 12-3 p.m. in the Bowman Room (Jamerson Athletic Center)

Feb. 18 Connection Career Fair from 10 a.m.- 4 p.m. in Squires

Mar. 13-16 PRSSA National Assembly in Charleston, SC

More Career Fairs www.career.vt.edu/Fairs/Spring2014.html

Upcoming Events

NC Fall Agency ToursAshlyn DavidsonAs I got in the car in the early morning of November 15 to visit three public relation firms in Charlotte, NC my mind immediately began to race. What do I want to do with my life? How will I find internships and build my resume? How-ever, my mind was soon put to ease after visiting the three firms. Spark Strategic Ideas, LGA and Taylor, all had fabulous presentations and the willingness to an-swer all of our burning questions about the industry. My venture to Charlotte taught me that it is vital to start planning for my future now, although I am a sophomore. I received a stack of business cards from the employees who were all willing to help in any way possible, which was very gratifying. For me, public relations is so exciting because things are constantly changing; new stories, new media tech-nology and new ideas are always being brought to the table. Spark Strategic Ideas, LGA and Taylor all confirmed that public relations is right for me, and that if I put my all into my undergradu-ate career I can be successful in the fu-ture. I believe that it is important to be able to visualize yourself in a workplace. After visiting Charlotte I can imagine myself working in a PR firm, surround-ed by people who have the same passion that I do.

Hannah AveryI can honestly say that going on the PRSSA agency tour trip was one of the highlights of my semester. As a commu-nication major with a PR focus, I really loved the opportunity to visit three successful PR firms. By simply walking around the office, talking to the people who worked there, and feeling the work environment, I began to feel a lot more confident about my career path. I now feel excited to potentially work for a firm like the ones we visited. I loved the fact that the employees not only provided information about their firms, but also tons of information about what students can do in college to become successful in the field later on. Specifically, they recommended that we try out different classes, get involved in organizations that have to do with our future career, network as much as pos-sible, get writing published, and find an area that sets us apart from others and taking classes that involve that unique skill.

All three of the firms had such an amaz-ing vibe to them, and all of the people who worked there seemed truly happy and satisfied with their jobs. I am excit-ed to use the knowledge that I gained from the tour in my college planning and see where it takes me!

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