Ohio University ImPRessions

Ohio University ImPRessions

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Benefits of B2B Public Relations

July 17, 2014

By: Kelsey Miller @Kelsey_65

Although business-to-business comes off as a bore to most people, there are a lot of benefits in the market that are making more and more people prefer working in the B2B industry.

  • The products. Your clients’ sales will most likely be expensive products or high tech products. This helps to generate more money for your client, therefore making your client more profitable to your company.
  • Your clients’ business. Because B2B sales are usually very expensive pieces of equipment, your clients’ clientele is most likely limited to a few companies or the clientele will be in a consistent industry. This is a good thing! Because your company isn’t trying to target the general public, PR agencies can better tailor a plan to target those companies that will buy your clients’ products.
  • Loyalty. Many dependent relationships are formed between your clients and their customers. This will help solidify long-term relationships and can make your job, as the PR person, that much easier to focus on developing marketing strategies to recruit more business for your client. This doesn’t mean that you should feel complacent in marketing to ongoing clients. Make sure to keep good communication with all of your clients’ business and to pitch new ideas for them as well.
  • Product Specificity. To tie into the loyalty of the businesses you are targeting, product specificity makes it easy to keep business. When a business is in need of a particular product like a piece of machinery or equipment, it can almost guarantee a long-term business relationship with that business. When pitching to your clients’ potential business, it is important to sell your client as a company that has the ability to produce the products according to what the business needs.
  • Social media is less complex. If you aren’t into social media, B2B marketing may be for you. Although it is still an important factor, it isn’t used as the most important engagement tool. You can still expect to be active on Twitter, Facebook and blogs as a means of a different way of communicating with new business.

Business-to-business marketing is inevitable if you want to get into the agency world of public relations. There is a lot of money in the B2B industry and has a higher demand than the world of business-to-consumer marketing. PR pros may be initially apprehensive to be put on a B2B account, but in the end, find themselves really enjoying the account and can usually have a lot of free range to run be it with social media engagement, fundraising and event planning.


6: Vine’s Magic Number

July 16, 2014

By: Morgan Brenner @morganbren

With 40 million users it’s hard to believe that Vine only started in January of 2013. But their success didn’t come from the looping affect or it’s ability to be shared instantly across several different social media platforms. Vine’s success is in the six seconds of video the smart phone app leaves it’s user to create basically whatever they want. But why six seconds?

When Vine’s cofounder, Dom Hofmann, was asked about the length of the video in an interview with NPR he discussed how they played with different lengths. They tried ten, nine and five until they landed on the magic number six. It was the quickness that made up Vine’s brand, but long enough that a story could be told. The videos run quickly so the creation of the loop feature was shortly added to Vine to fix what Hofmann called an “anticlimactic feeling.”

Dom Hofmann, co-founder of Vine

Dom Hofmann, co-founder of Vine

Following the release of Vine, Instagram competitively updated their app with a 15 second video. Since Instagram already had a large following it was assumed that they would make Vine obsolete. Instead, the opposite happened. Instagrams video feature soon fizzled. The difference was 9 seconds.

Artists, comedians and film-makers have and continued to flock to Vine because of the time aspect. The constraints seem to widen their creative horizons instead of block them. Vine has stayed true to its original concepts across the last year and a half, however to stay one of the top social media apps it will have to make new and inspirational updates in the following years.

Choosing the Right Media for Your Client

July 15, 2014

By: Megan Newton @_megannewton

newsContacting the media can be frightening, especially when achieving a placement for your client is on the line. There typically is a considerable amount of pressure associated with completing a successful pitch. Here’s a few tips make it easier than ever to get your client the placement that’s perfect for them.

Be Communicative

They say the most important thing in any relationship is communication and it’s no different than a relationship with a client. Before you do anything, make sure to ask your client what type of placement they’d like to see, and what they hope to gain from the exposure. Once this is established, it’ll be easier to narrow down your choices.

Be Realistic

Based on what you’ve agreed upon trying to accomplish, think about the long-term outcome. Who can help you accomplish your goal in the most successful way? Sure, The Today Show might sound like a great idea, but if you’re working with a local business, I don’t think Matt Lauer would be able to help you with much, (but you should still tweet him a quick “Go Bobcats!”).

Be Knowledgeable

…in all ways. Know your industry, your client’s strengths and weaknesses, and the work and audience of the platform or person you are reaching out to. Be a sponge while doing your research. Knowing what you are talking about will contribute to your confidence when selecting your media of choice.

Be Creative

Public Relations is a lot of risk taking. If you think of an idea for a placement that you believe would do great things for a client, go for it! You never know what might come out of it. You are a PRo and you know what you’re doing – you won’t do any wrong by trying.

Be Resourceful

Use your connections! Working in PR will naturally give you the privilege of developing relationships with journalists, publicists and professionals from many different industries. Take advantage of it. You won’t really understand how powerful your extended network is until you use it.

Whether you’re an artist’s publicist attempting to get a radio station to play your client’s new single, or a corporate PR pro wanting to get a placement in a local business magazine – following the above tips will help you achieve your goal! Brainstorm, brainstorm, brainstorm! Trust your gut, know your stuff and get ready to pitch.


How to Make a Media List Without Cision

July 14, 2014

By: Marisa Fiore @MarisaFiore1

So you have already made a media list that identifies the campaign’s objective and the audience you want to reach. What’s next? Here are three ways to enhance your media list without using Cision.

  1. Research beginning with the end. What do you want your end goal to be? Decide what the steps you need to take to meet your goal. Once you have figured out where/how you want the message shared, go after the outlets that will get you to that exact goal.
  1. Use social media. Most journalists have Twitter accounts these days, and they usually have Twitter lists of their colleagues. Just do some digging to find new reporters. Once you have found new reporters, Google them and read their stories. Don’t forget to research reporters that have covered your beat in the past too!
  1. Collect the right information and refine. Make sure you are getting the correct contact information. Don’t forget to include how the journalist prefers to be contacted whether it is by phone or by email. What materials do they usually need (photos/videos)? When is the best time to connect with them? What is the best story angle for your pitch? Make sure you only have one reporter for each type of publication, to ensure you don’t have any duplicates.
  1. Quality over quantity. It is more effective to have a small list of folks you have a relationship with vs. a large list of people you randomly send information to. Build up a relationship before you actually need them.
  1. Consider new media groups. Sometimes when we think of our audience, we think of just one kind of person. However, sometimes our audience includes a whole new group of people. For example, I did a project on coffee addicts and my research showed that there was a growing number of Hispanics that were drinking more than two cups of coffee today. It is important to be aware of these trends so that you can tap into different ethnic and local media groups.

No matter which way you decide to go, make sure you have done your homework. Research is the most important part of any successful campaign. As Albert Einstein said, “If we knew what it was we were doing, it would not be called research, would it?” If we already had the perfect media list we wouldn’t be building and enhancing one! Remember nothing is ever perfect and there is always room for improvement!


The Do’s and Don’ts of Following Up

July 10, 2014

By: Allison Evans @Allison__Evans

Follow-up-image-CAPS (1)No matter how smoothly an interview goes, it helps your cause to follow-up with your potential employer. It shows that you are determined, thoughtful, professional and interested. However, at what point does following up become annoying or a burden to employers? Here are tips for polite follow-ups:

DON’T call them. Email! Interviewers are on the phone much of their day with clients and other team members, and getting bogged down with calls is not what they like. Email is a medium that is checked frequently, but doesn’t necessarily require an immediate response. This also allows you to completely control what you’d like to tell them, where phone conversations are a two-way communication.

DO thank interviewers for their time. It is important to realize these meetings don’t occur daily, and they had to set aside an hour to talk to you. This will help show your appreciation for their time and your polite nature.

DON’T email them 15 minutes afterward. It is polite to wait until the next business day, or, if you had an interview in the morning, at the conclusion of their day. Interviewers will move on from your meeting to working, and such an abrupt follow-up is not advised.

follow-upDO cite an instance from your interview. This will refresh their memory on what was talked about, and it shows that you were listening. Continuing the conversation is the goal, and what better way than to pick up where you left off.

DON’T keep emailing if they don’t respond. Chances are, they are busy with a work situation. Blowing up their inbox isn’t the best way to show you will be an asset to their team, but someone who needs their attention. They will read it eventually and decide how to respond on their own time.

DO keep it short and sweet. A paragraph is all that is required! Having more than a few sentences will not allow interviewers to read it quickly, causing them to move on to the next thing and not get back to your email for awhile.

DO celebrate, because you landed and conquered the interview, and followed-up with ease. Excellent work, you awesome rising-pro, you :)





How to Connect With Someone You Don’t Know, but Want to

July 9, 2014

By: Sydney Gardner @sydneygardner

two tweets“It’s all about who you know.” It’s been said time and time again. To a PR student, connecting with professionals can often appear too intimidating to even try, but have no fear! Social media is a great way to connect with professionals in a less stressful environment! Taking a few easy steps will allow you to not only connect with someone you don’t’ know, but probably impress them along the way as well.

Know Their Work

Professionals may be flattered at you fan-girling over how pretty their office is, or who their clients are, but nothing shows your genuine interest better than knowing what they have done. Look up case studies, check out their blog and really read them! This not only gives you the chance to get a true idea of what type of work they do, but it also helps you see if this person is all you’ve cracked them up to be. By being able to discuss a person’s work with them, in and educated and informed manner, you show that you are truly interested in their career industry.

Interact With Them

So now that you have studied up on the person/company/brand that you love, it’s time to let them know. Social media is all about having real conversations so just remember to be yourself. I think one of the best ways to show them you like their work is to share their blog, tweets, etc. Networking on social media allows you to create a more casual environment to interact. Twitter is a great platform for starting conversations with professionals because you aren’t expected (or allowed) to write a lot. Just tell them, and your followers, why you like it. You may even get a reply or a follow from it! You can also comment on their work if you don’t want to share it. Be aware to not over do mentions and comments though! You want to show the person you admire what they do, not that you’re obsessed with them (even if you are).


Now that you’ve laid the foundation for connection, it’s time to take the plunge. I think connecting on LinkedIn is a great midway point between Twitter and email. I recommend connecting on LinkedIn within a few days of having a conversation on social media. Remember to always write an actual note on the invite, not the generic one given. Remind them of the conversation and let them know why you want to connect. Don’t be afraid of rejection. Most professionals will welcome connecting with an enthusiastic student with open arms.

Social media may not scream professionalism to some, but it can be great tool for you to reach out to people you want to connect with.  Social media has the unique ability to blend your personal life with your professional one, and that allows you to form genuine connections with people. When you interact with professionals on social media you are able to highlight you’re unique blend of personality and professionalism. So next time you are looking to network, turn to social media. You may be surprised at how successful you will be.

Social Media Trends: Ohio University

July 8, 2014

By: Morgan Peterson @mopeeeezy

Social media is a major aspect in everyone’s lifestyle nowadays, but for the average college student it seems like social media activity is on overdrive. From heavy observation, I noticed that during Spring Semester there were a few social media trends that appeared at Ohio University! Here are some that I noticed:

Let’s Take A Selfie

When Instagram came onto to the scene in 2010 taking “selfies” wasn’t exactly a craze. Now in 2014, it’s all anyone does. From Ellen Degeneres taking the infamous giant selfie at the Oscars, to the song by The Chainsmokers “#Selfie”, this craze has gone viral and in turn has taken over Ohio University’s campus. You can see selfies being infused everywhere. The big trend was heavily used during the Student Senate elections between the ACTION and One tickets. Both of these parties used the selfie campaign strategy by having voters take selfies to show support for the respective party. And thanks to Snapchat, you can catch people taking selfies everywhere! People don’t have any shame either! Have you ever caught someone taking a Snapchat selfie in class? Thought so!

Party, Party, Party Lets All Be Festive!

Oh fest season, how us Bobcats love thee! The infamous fest season starts mid March and ends towards the end of April. What’s better than fest season? Capturing the awesomeness that is fest season on camera. Ohio University has been known as a party school for years and now with all this new technology, people have begun to make epic YouTube videos of the fests.

Aside from the fest season YouTube videos, there are also the flood of instagram pictures that appear on your timeline the day of a fest. People like to document their entire “fest process.” If you’re like me (often stuck in the library), you’ll feel like you were at the fest just by looking at everyone’s photos (or feel left out).  Either way there’s no missing fest season even if you have to live vicariously through your friends.

Home is Where the Bobcats Live 

The Ohio University campus is probably one of the prettiest college campuses I’ve ever been to, and I’m not the only one who seems to think so. Walking through college green, you can’t help but want to capture the beautiful array of trees, the buildings, and of course Court Street in all of its glory. The city of Athens even has its own Instagram page (@athensohio) where they artistically capture all the beauty that is Athens.  What’s wrong with sharing with the world how much you love your campus? Nothing! 

Throwback is the New Black

tbt#TBT also known as Throwback Thursday is another social media trend. People love being nostalgic and reminiscing about old times whether it was 10 years ago or 10 days ago, people love looking back. We love the past so much that UPC even threw an event called TBT with UPC (which was a major success might I add). Whoever created #TBT probably never realized how big this “instagram holiday” would get – but now it’s a major phenomenon that is sweeping the nation and the Ohio University campus. 


I don’t know if this is unique to Ohio Univeristy, but we have a LARGE amount of twitter accounts. Some people might not understand why, but I personally love it. I feel like if I ever have a problem I can just tweet Jenny Hall Jones or VP Lombardi and they will get back to me! With them having twitter it makes me feel like I can reach someone important in no time, and they often respond back! Twitter is used everywhere at OU. You can find out what’s going on in your campus organization, who the basketball team is playing, and if someone is secretly crushing on you all on your timeline. It’s awesome and I hope that never changes!

After long observation Ohio University is definitely on the cutting edge of social media trends, but what do you expect? We’re Bobcats!

Resources for Your Intern Search

July 7, 2014

By: Kate Schroeder @kschroeds7

Internship searching. One of the most dreaded college experiences, yet the most rewarding one. There are so many questions to ask and so many options to consider. What city do you want to work in? Will you take an unpaid internship? Do you want to intern for a semester or over the summer? Finding the perfect internship to enhance your career experience doesn’t have to seem so daunting. By using these resources you are sure to find the best internship opportunities for you!

Get online!

intern queen

Lauren Berger, Intern Queen

There are so many great resources right at your finger tips. Getting online and doing some simple searching is about the easiest way to find the internship you’re looking for. The first thing you must do is set up a Linkedin account if you haven’t already. This will not only make you more marketable, but it will be much easier to send out for internship applications! Linkedin is also a great place to search for internships. Connect with companies to find out if they have any offerings or just search your desired internship in the search bar.

Another great way to search for internships are on career websites specifically geared towards interns. My two favorite internship search websites are internqueen.com and internmatch.com. If the names themselves aren’t straightforward enough, the actual sites are! Intern Queen is great if you are looking to travel to some great cities for your internship. The site was founded by the Queen of finding the perfect internship herself, Lauren Berger. The girl had 15 internships during her college career! Internqueen.com is a great resource for ambitious internship seekers.

InternMatch is a great resource as well. It’s database of available internships is very diverse. Search internships by city, company or career interest. InternMatch is also great if you are looking for an internship in a particular city. You can narrow down your search to find exactly what you want. You can even create an online profile so that potential intern seekers can come to you for an offer.

Use your connections!

As Ohio University students we are so lucky to have a strong network of connections and great career building opportunities! Get out and go to career fairs and other programs offered to advance your experiences. Got an awesome speaker for one of your student organizations whose job interests you? Connect with them via social media and get their contact information. They could be great resources in taking the next step for applying for an internship at their company.

It is also important to remember to use connections you’ve already formed as well. I was able to obtain my internship last summer by asking an acquaintance, who is a nurse at Shriners Hospital for Children®, if their public relations department was taking interns. It turns out they did! Do not be afraid to ask. The worst thing they could say is no and that’s really not so bad!

Go to the source!

If have a dream company you want to work for one day, interning for them is a great way to start putting your name out there. Go directly to their company website and look for career and internship postings. Can’t find any? Look for any contact information and call until you find the right person to talk to about interning. If working for them is your dream you have to keep pursuing until you find yourself in that intern desk!


Facebook Metrics for New PRos

July 3, 2014

By: Melaina Lewis @melaina_lewis

While Facebook seems to be a dwindling marketing platform the ever-important question is why metrics matter. The answer, regarding any social media, is metric means everything. It’s a way to calculate return-on-investment, impressions, reach, frequency and clicks, all of the metrics mentioned before matter more than clicks. The value in Facebook metrics remains with impressions, reach and frequency.

Facebook Head of Measurement and Insights Brad Smallwood says, “Specifically, 99 percent of sales came from users who saw an ad, but did not interact with it.”

Smallwood also said campaigns that optimized ads for reach were 70 percent more effective at driving ROI. So, think about Facebook advertising. By paying a small chunk of change to increase reach of the ad, more consumers invest in the product. Smallwood reported campaigns optimized for frequency had a 40 percent increase in ROI, meaning if the ad appeared at optimized hours more consumers invest in the product. With that in mind here’s a crash course in measuring Facebook metrics.

First things first, know these three things:

  1. What you posted
  2. The number of impressions
  3. The percent feedback

Percent feedback= total number of comments + likes / the number of impressions.

Impressions can be misleading, but overall you want the percent feedback to increase. Because you want people to engage with your content, not just see it.

Thinking about what analytics to use? Facebook provides great insights.  Facebook measures page likes, post reach and engagement, while comparing it against weekly ratings and competitors.


Keep in mind, impressions is the number of times your content was “rendered in the stream.” This means the content displayed on fan page walls, shown in newsfeeds, commented on or liked all counts in impressions. Three breakdowns of impressions include organic, paid and viral impressions. Reach measures the unique set of people that see it. In strategic planning, know your target demographic before designing Facebook content.

Organic Impressions: Number of times content was displayed in a Facebook user’s newsfeed or page.

Paid Impressions: Number of times your paid content was displayed.

Viral Impressions: Number of times content was associated with your page was displayed in a story published by a friend, which can include liking, commenting or sharing on your page, answering a question or responding to an event.


It’s important to grow organic impressions as it represents the number of engaged fans of your page.

Using A Cover Letter to Stand Out from the Crowd

July 2, 2014

By: Austin Ambrose @tex_ambrose7

Most applications ask you for three pieces: a resume, work samples and a cover letter. Each piece plays an essential part in the selection process. Resumes are important but also very basic. A resume just gives the people hiring a chance to ensure you are qualified for the position. Work samples show your skills. However, there are plenty of people capable of doing those same skills as you.

How are you supposed to stand out from the rest of the pool?

The answer is your cover letter. Cover letters give you a chance to explain how well you will fit well into the company or organization. There is no need to restate what you already have on your resume and work samples. The cover letter is your opportunity to show what you know about the company and how you fit into the goals and culture already established.

A cover letter does require more work than a resume or writing sample

You have to do your homework and learn all that you can about the company. By having specific information about the company, they will realize that you either know the company or you were willing to do the work to figure it out. Either one is good.

You want to show how your goals and values match those of the company

The cover letter is meant to show who you are as a person. Cover letters are also great to showcase information not on your resume, or expand on a topic that was mentioned in your resume.

Be specific

Tell them exactly why you are the person they should hire.  Give them specific examples of what you have accomplished and how that will translate into the position. Explain to them how your previous experiences have equipped you to take on this position. This is not a time to be modest, but make sure you don’t cross that line into bragging. Sound confident and informed. A good employer will see through any BS and know when you are not being sincere. Show some of your professional personality.

Let the cover letter do all the talking

Your resume and work samples can only do the small talk. You have to pull out the real talker if you want to get anywhere. Remember that cover letters should always be specific to the position you are applying for. It’s not a bad idea to have a template that you can adapt for each position. The idea of a universalcover letter does not exist. Take advantage of the opportunity the company gives you to prove you should be hired. At the very least, a strong cover letter will get you to the interview round. Lastly, Be yourself and take pride in your accomplishments.


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