PRism Fall 2012

Fall 2012 Volume 21, Issue 1

PRSSA 2012 National Conference: Members Share Their Thoughts and

Advice By Melinda Biegen

More than 1,000 PRSSA members from across the country came together for the PRSSA 2012 National Conference in San Francisco, California from October 12 —October 16. Conference was planned and hosted by the Sacramento State PRSSA Chapter. Sac State’s hard work paid off, as attendees developed professional skills, networked with students and professionals and enhanced their knowledge of the public relations industry.

Throughout the Conference, PRSSA members were encouraged to attend Chapter development sessions, officer discussions, a career development exhibition, keynote addresses and general sessions at the PRSA 2012 International Conference.

Conference featured sessions hosted by public relations professionals. The sessions focused on a variety of fields ranging from sports, travel and tourism, entertainment, fashion, crisis communications, event planning, social media, personal branding and many more. Members received valuable advice for a successful future and an inside look at careers in these industries.

PRSSA National Conference is a favorite event for many members. Each student left San Francisco with a growing passion for the public relations industry and useful tips for the Society’s members:

One of the most popular

Inside this Issue

National Conference……………...2

Save the Tatas…………………….3

Resume Tips……………………..4

Shadowing an FIT Alumni……….6

Fashion Institute of Technology FITPRSSA.weebly.com Dispersing Public Relations into a Spectrum of Ideas

sessions at Conference was “Creativity: Innovative Ideas Create Unforgettable Experiences.” Students got their creative juices flowing by dancing to Lady Gaga and examining creativite success stories that are sure to benefit the planning process for Chapter events, campaigns and fundraisers.

Left: Victoria Sanders, Jaimie Caiazzo, Magan Felitto, Melinda Biegen, Karina Sumano, Professor Elins, Alyssa Carfi, Sarah Hutchison, Emily Maroon

Taking Initiative For your Future…………………...4

Gift Wrapping Contest…………..3

When Hurricane Sandy Hits….…5

Benefits of Public Relations………6

NYU Hosts PR Expert Panel…….7

Social Media in Marketing………7

PRSSA Hits London……………...8

PR Tuesdays: Networking Event………………...9

Continued on page 2

Public Relations Student Society of America Volume 21, Issue 1

2

"Attending National events is something I look forward to year after year and the PRSSA 2012 National Conference in San Francisco did not disappoint. In addition to networking with professionals and fellow students, I was able to bring back valuable information to my Chapter. A standout session for me

was the creativity workshop presented by Jeffrey Ory, President, il Stratega. As young PR pros, we’re expected to be creative everyday. “No idea should be overlooked because of how crazy or unattainable it might seem,” said Andrew Mitchell, Western Kentucky University PRSSA Chapter president.

As soon as PRSSA members

arrived in San Francisco, networking was highly encouraged. The Sac State National Conference Committee hosted an opening night social, “A Day in the Bay” to welcome members and to provide a fun environment to share ideas for success. Members also discovered great advice and inspiration to create a successful career after attending the PRSSA keynote address and PRSA general sessions.

“It was fun being able to network with peers in a relaxed setting at the social. Everyone was there with a common motive: learn more about public relations. Being able to take off our ties (and high heels so to speak) made it natural to interact and exchange stories about our Chapters.

I also enjoyed the PRSA general sessions with Biz Stone, co-founder of Twitter and Tim Westergren, founder of Pandora. The sessions were enlightening and they broke down their success in an easy to understand way: work hard. PRSA

“Students got their creative juices flowing by dancing

to Lady Gaga and examining creative success stories….”

Hospitality and Lifestyle Seminar at National Conference Featuring: Andrew Freeman & Company By Victoria Sanders

Continued on page 5

This past October I had the privilege of attending PRSSA’s National Conference. This year the Conference took place in San Francisco, California, home to many trendy and modern areas of entertainment and leisure. During my stay in San Francisco I sat in on many informational sessions, which taught me that the world of public relations can expand to many other areas and avenues then what you would normally think.

My favorite informational session was definitely the Hospitality and Lifestyle Seminar. Andrew Freeman the owner of Andrew Freeman & Co., was kind enough to come speak to us along with Account Coordinator, Monica Powers and Account Manager, Casey Barks, both members of his very enthusiastic team. Andrew Freeman

general sessions are not mandatory, but I encourage members to go. Conference was an experience of a lifetime, and I think every aspiring PR professional should attend,” said Tyler Mulvey, Rowan University PRSSA Chapter member.

National Conference is truly an amazing opportunity to discover what area of public relations you’re interested in while making new friends from all over the country.

Andrew Freeman

Left: Sarah Hutchison, Magan Felitto, Melinda Biegen, Karina Sumano, Jaimie Caiazzo, Victoria Sanders

(Continued)

Public Relations Student Society of America

Volume 21, Issue 1

3

When October rolls around, you know the color pink will fill the streets, food isles and people’s hearts. Breast Cancer Awareness is extremely important for all women and men to know about and fight against. Unfortunately, breast cancer has become very common among women and has started to be seen in men. Each October, millions of people gather around in their home states to walk to fight this terrible disease. My mom created a team named The Honeybees. For several years she has been an individual pacesetter, raising over $2,500 herself and The Honeybees raising over $7,000 to be given towards Breast Cancer Research. We raise this money because as women, we all suffer from the tragic stories we hear of women dying from breast cancer. We walk in memory of all those who have passed away, those who have fought and survived and because we are women, ready to end BREAST CANCER! This year, many of our Chapter members walked; some in Prospect Park, Brooklyn and some in Central Park, New York City.

Save The Tatas By: Jaimie Caiazzo

Amidst all the holiday insanity of Manhattan and the stress of finals at the Fashion Institute of Technology, myself and some fellow PRSSA members were able to find ourselves at a wonderful holiday event in Bryant Park on a Friday morning- the 3M Scotch Tape Gift Wrapping Contest which was sponsored by Hunter PR.

As we walked past the tree and ice-skating rink, we realized one of the restaurants in the park had been transformed into a gift wrapper’s dream. Hunter employees and interns greeted us at the door (one being a member of FIT’s PRSSA Chapter). Holiday cheer was heavily flowing throughout the building. Once upstairs we realized this event was more than just a gift-wrapping contest. Families from all over the nation joined to support the member who was competing, and yes it was a very competitive competition. The event had broadcasters, photographers, and film crews as well as Hunter PR employees doing an arrangement of tasks from handing out items to the audience, to keeping tally of the people walking in, to interviewing members. It was a really cool experience to watch PR in action and observe the array of tasks a Public Relations employee could do.

I always knew what 3M Scotch Tape was because of the packaging and holiday commercials, but when I observed this event I realized what a widely and unique product it was. There are people who use it daily and rely on it. Through this event, Hunter PR was able to show their side of the product and how they could turn it in to something beautiful: gift wrap in an art form. This event was well executed and we were shown respect as prospective Public Relations employees, and all the workers and interns helping out at the event were eager to answer our questions. Obviously, a lot of time and effort was put into this event which just shows how much Public Relations is important to every brand, and the broad range of opportunities everyone in PRSSA has.

Gift Wrapping Contest for Hunter PR By: Emily Sundberg

Quick PR Tips

Do your research Create quality not quantity Make it relevant Know your audience Be aware of current trends

Public Relations Student Society of America Volume 21, Issue 1

4

Are you interested in becoming an intern at a PR agency? If so, take note of these tips that I picked up on during my first internship in order to make the best of your future experiences. It is easy to assume that an internship is going to be similar to a school setting, where your mentors decide what and when they teach you. However, this is not the case. An internship is a completely different experience in which the intern is in absolute control of what they take away from their time there.

I began my first internship at a lifestyle PR agency in SoHo, NYC. At first, I thought I was there to learn about and master all of the tasks I was given: creating Photoshop mock-ups of placements in various publications, sending out and accepting client sample pieces, etc. However, I soon learned that one of the most important opportunities you are given as a PR intern is to network and make contacts with all of the industry professionals you work with. While interning, you must keep in mind that PR is all about communication and interacting with other people. It’s easy to get caught up in the smaller daily tasks, but it’s important to keep the big picture in mind! You will reward yourself in the future if you network and make contacts now.

On my first day, I was told that it was my job to take the initiative when I wanted to learn something new or work on a specific project with an account executive. Being told that it was up to me to determine how much I would accomplish this summer was scary at first, but it soon turned out to be a great lesson in becoming a PR

professional. Once I had settled into a smooth routine of understanding and completing the normal daily tasks, it didn’t take long before I wanted to do more. I really wanted to work on my writing skills, but it didn’t seem like any of the account executives were going to personally volunteer to teach me how to write a better press release. One morning, I decided to take it upon myself to make this happen and emailed everyone about my request. That week, I began working on writing pitch letters with one of the account executives. I ended up working on two different pitch letters and one of them was used to pitch a trend topic to editors.

During my time at this internship, none of the other interns asked to work on writing projects. I’m so happy that I ignored my nervous hesitation, took initiative, and asked to begin writing for this agency. I now have writing samples to include in my portfolio and more experience to bring to my next internship—things that I would not have if I had followed along with all of the other interns. You have to keep in mind that the worst thing an account executive can say is “no.” Even if they don’t have time to help you or just don’t want to, they will appreciate your enthusiasm and keep you in mind for later projects. You are the only one who is in control of how well you succeed in your internships and future endeavors!

Taking Initiative for Your Future By Lauren Garcia RÉSUMÉ TIPS

Having a solid, well-written résumé can greatly improve your chances of landing the job you want. However, the process of writing a résumé can become confusing at times. What do

you include? What should you eliminate? How long should it be?

When writing your résumé, it is important to remember that this piece of paper acts as a first impression for potential employers. Résumé’s are read to be critiqued, so it is vital to create one

that is both professional and unique.

Make sure your résumé is no longer than one page, as employers will not read (or in some cases accept) something longer than that.

Proof read! As someone who once put “Gradated in 2011” on their résumé, I cannot stress enough, the importance of proof reading before sending.

Keep it in a plain font; using illegible font will make you stand out, but for all the wrong reasons.

Use bullet points. Employers are busy and do not have the time to read through essays of previous employment, hobbies and specialties.

Mention something that really makes you stand out, everyone is “proficient in PowerPoint” or “demonstrates superior verbal and written skills.” Try mentioning unique hobbies or talents. All these little quirks can really help you stand out among your competition. By Nicole Mcardle

“An internship is a completely different

experience in which the intern is in absolute control

of what they take away from their time there.”

Public Relations Student Society of America

Volume 21, Issue 1

5

(Continued)

& Co. is a high-energy hospitality-consulting agency with a unique blend of expertise in marketing, public relations and creative services headquartered in San Francisco with clients across the country. They shared with the audience that they offer a variety of services for the hospitality industry from marketing and public relations to branding and new restaurant launches. Some of the clients that Andrew Freeman & Co. help be more successful include Absinthe American Brasserie (Boca Raton, FL), André Balazs Properties (National), Atelier Crenn (San Francisco, CA), barbacco Eno Trattoria (San Francisco, CA) , Best-O-Burger (San Francisco, CA) and Bong Su Restaurant & Lounge (San Francisco, CA).

I found it so interesting that someone could be so enthusiastic with how they described their day-to-day

tasks. Andrew, as well as Miranda and Casey, had the audience totally captivated throughout the entire hour presentation. In the beginning he set up an exercise where he picked three people from the audience and they had to pretend they were in an elevator with Andrew Freeman and they had thirty seconds to sell themselves to him. This was testing who had the best elevator speech. Contestants did a great job and it was entertaining because Andrew made them feel relaxed and comfortable. After each speech he gave every contestant a piece of helpful advice as well as asked for criticism and advice from the audience. He was so energetic while describing how he became interested in Public Relations; he made the whole audience fall in love with the occupation all over again. “I was born with a fork in my mouth.” says Andrew about his love for cuisine. He grew up in New Jersey (exit 153A) and graduated from Montclair State University with a Marketing Degree, paying his way through school by working at a travel agency and performing in just about every community theater musical in the area. Prior to opening Andrew Freeman & Co., Andrew worked at legendary New York venues. These included Windows on the World where he was Vice President of Public Relations and Marketing and responsible for the re-launch after the Trade Center bombing in 1992, the Russian Tea Room where Andrew opened the Cabaret which became the toast of

the town after only six months. With an offer he couldn’t refuse, Andrew left New York and departed for San Francisco to become the Director of Restaurant Marketing for Kimpton Hotels and Restaurants. After four years, he was promoted to Vice President of Public Relations and Strategic Partnerships for both the hotel and restaurant divisions. In total, he spent ten years with Kimpton, launching over 40 hotels and restaurants as well as the global brand. In 2005, Andrew left Kimpton to open Andrew Freeman & Co. Today, Andrew and his talent team stay extremely busy working with the very best hotels and restaurants in the country.

This seminar opened up my eyes to the many other avenues that a career in Public Relations has to offer. I honestly never thought that you could have a career promoting restaurants and hotel in which people loved to stay and dine at. Andrew Freeman, along with his two employees made this occupation seem like such a blast. It made me wish that I lived in San Francisco so I could work with such an amazing group of people. After the seminar, I stayed after to speak with Andrew and told him how much I appreciated him taking the time to speak to the chapters of PRSSA and how he changed my views on Public Relations for the better.

“This seminar opened up my eyes to the many other avenues that a career in

Public Relations has to offer.”

When Hurricane Sandy Hits, PRSSA Steps in to Help

By Karina Sumano

During the fall semester, Hurricane Sandy hit the east coast. Homes and businesses suffered destruction, work and schools were closed, and the city that never sleeps fell into a deep slumber. I have personally never witnessed the streets of New York City as abandoned as I did the week of Hurricane Sandy. As the city started to recover, PRSSA at FIT jumped in to help. PRSSA members helped gather cans for Food Bank NYC, an organization working towards feeding the hungry throughout all five boroughs. Since many homes were still without power, Food Bank NYC was working extra hard to bring perishable goods to those affected.

Continued on page 6

Fall 2012 Volume 21, Issue 1

6

A few PRSSA members spent their Saturday morning volunteering at the Food Bank warehouse in the Bronx to re-pack food items. We organized food into boxes according to weight and category so they could be shipped out for distribution. Knowing Sandy directly affected so many of our PRSSA members, we wanted to help out as much as we could. We worked with 30 other volunteers from different organizations to re-pack over 20,000 pounds of food. PRSSA enjoyed their time spent at Food Bank and found the experience fun and very rewarding.

As a budding young professional going into the PR industry, it is important to know the benefits of being in PR. Being able to educate yourself outside of a classroom can hold as an absolute advantage in the industry. In most PR companies or firms, upholding clients stimulates awareness of the demand for your company's products or services.

Being in PR, you become an active part of strengthening your company’s image

PR creates more credibility that traditional advertising may not

Public relations is always active and innovative, giving you a break from daily routine

You get to build and maintain strong relations with clients

With all these benefits, you can grow as a professional and understand the industry and learn how to succeed. So just remember, PR is what you make it. If it’s something you love, your hard work will pay off and it can lead you down a long road of success.

By Sarita Nauth

BENEFITS OF PUBLIC RELATIONS

Shadowing an FIT Alumni By Juliana Harris

The Fashion Institute of Technology has an alumni Shadowing program which gives current students at FIT a chance to experience a day in the real world. The students have the pleasure of going to the office of whoever they are going to shadow to see what a real full day in the business world is like. The students get hands on experience from FIT alumni in the work force getting great interview and resume tips, as well as advice about what you can do to stand out among your competition. I had an FIT alumni shadowing experience myself. I am a freshman at FIT majoring in Advertising and Marketing Communications with a focus on event planning. I shadowed a woman named Yai Vargas, a fellow graduate with the same major as me. Yai is the senior marketing manager at New York Life the Insurance Company. I got to visit her office at work one Monday morning, and see what a day was like in the marketing field. She gave me great tips and advice about interviews and resumes, prepared me on what to expect and do to launch my future career. She also gave tips on what to do to stand out among competition and better myself in the business world. I also got to help her organize an event for the Company she works for which is exactly what I want to do, event planning. I decorated the room, greeted and signed people in at the door, took pictures of the guest and handed out gifts at the end. I plan to meet with her this coming Monday morning again for another great shadowing experience and learning opportunities that FIT provides its’ students!

Left: Juliana Harris and Yai Vargas

(Continued)

Public Relations Student Society of America

Volume 21, Issue 1

7

New York University Hosts PR Experts Panel By Jenna Butala, Carly Rebecchi, and Madison Roxin

On October 3, 2012, PRSSA members from the Fashion Institute of Technology and New York University joined together to welcome public relations experts at New York University’s Kimmel Center. These professionals included Seth Fradkoff, Director of National Publicity for Sony Pictures Entertainment, Kurt Patat, Vice President of MTV & VH1 Press, and Amanda Bird Malko, Group Marketing Director for 360i. All three speakers represent some of the largest companies in the media industry and provided valuable insight on what makes a public relations specialist successful. They also offered advice for young professionals entering the industry.

Idolized and revered for their accomplishments, Fradkoff, Patat, and Malko have attained success through networking and hard work accompanied by passion for what they do. They are commended for working their way up the career ladder and despite the challenging obstacles they each faced, they have prevailed and now hold the leading positions at their professions. Each expert spoke of the high points in their careers, such as traveling, meeting new people, launching the perfect story, creating a one-of-a-kind advertisement, and landing number one at the movie box office. Low points included, not finding the perfect niche for a story, not gaining enough publicity for a project, and being laid off from jobs. Despite the lows, each speaker professed adoration for their job and industry. Patat, for example, loves “landing a good story that you have to dig and fight for.” He expressed how on certain mornings he wakes up at the crack of dawn just to read the paper and see his story “above the fold.”

With a society driven by social media, the PR industry is in its prime and according to Patat, has hit its “Golden Age.” With such hype surrounding the industry, agencies are seeking young and inquisitive members to join their teams. All three speakers talked about what they look for in an interviewee. They recommend the candidate have a strong sense of the identity of the company and its culture, as well as its clients and competitors. They encourage interviewees to be a little quirky and unique but most importantly, passionate, motivated, and hungry. Furthermore, they stated sending a, “Thank You” e-mail is crucial and reflects positively upon the individual.

When asked to sum up public relations in one word, the speakers settled on “storytelling.” Public relations challenges its workers to balance maintaining relationships and responding quickly to the press. According to the speakers, it is a rewarding career that is rarely stagnant and always keeps you on your feet. Listening to Seth Fradkoff, Kurt Patat, and Amanda Bird Malko talk about their professions and success stories was a fulfilling experience and a wonderful opportunity for PRSSA students to grasp a better understanding of the exciting and fast-paced world of public relations.

Exploiting social media for business marketing is certainly not a new topic, as more traditional forms of advertising and marketing are slowly becoming a thing of the past. As both web and mobile social media use advances, so does the frequency in which brands are reaching out to their audiences to engage them through these channels. Before true and lasting customer engagement can happen, it is important for companies to first build a social media platform that leads to a trusting relationship. Social media used for digital marketing is a form of traditional public relations distributed through new channels, but unlike traditional marketing, social media gives brands an opportunity to interact directly and immediately with their customers. Much of the talk in the digital marketing industry today is about how search engines like Google provide the most relevant search results and content possible, but what some companies do not realize is social media sites like Facebook, Twitter, LinkedIn, and Pinterest, along with mobile applications like Instagram, have become search engines themselves. Instead of going to a traditional search engine, consumers might go directly to Facebook or

Social Media in Marketing By Emma Jarry

Continued on page 8

Public Relations Student Society of America Volume 21, Issue 1

8

I was first introduced to the Advertising Marketing Communication’s summer in London by senior members of PRSSA. You may also know it by its official course name, AC424, Marketing

Communications: An International Perspective. The senior members would reference the program every chance they had, going on and on about how much they learned and how many irreplaceable friendships they made. Listening to

their praise for the program early on as a freshman, I was given the motivation to build up my resume and keep a respectable GPA- thus allowing myself the best chance of acceptance for my sophomore year. My hard work paid off and resulted in brag-worthy travel experiences and a true comprehension from learning firsthand about British culture and the differences that exist in the way advertising, marketing and communications is executed. It also

Twitter to search for content and to learn more about products or services. More and more, we see brands taking full advantage of the latest and greatest outlets of social media to inform, promote, and encourage customer feedback and interaction, adding participation to the traditional marketing mix of product, price, place, and promotion. Brands like Starbucks have succeeded in embracing social media marketing across the board, earning the recognition as the nation’s most socially engaged company for connecting with their customers on a level unlike any brand. It is important for companies to realize that we are in the age of the Internet and including customers in making brand decisions is important. Social media audiences of all kinds have grown significantly over the past few years and the demographics have expanded dramatically. Brands can no longer ignore this opportunity for communicating brand value and building brand trust by engaging with existing and potential customers.

PRSSA Hits London By Sarah Hutchison

doesn’t hurt that I had the opportunity to travel Europe some weekends with other students that are now lifelong friends.

The course abroad consisted of living in flats with approximately 30 other students while taking a class at the London College of Fashion and interning at various British communications companies in the city. That may sound like a heavy work load, but it was all very necessary in order for us to understand the way British society works. Without this understanding, I don’t believe the course would have been half as valuable. At the London College of Fashion we were briefed on culture and history. It was there we learned of customs to look for among the British and tips on how to successfully integrate into their office environment. Ultimately, we learned that London is NOT NYC with an accent. Especially brilliant, was that we were able to put all our lessons to the test while working in real London offices. We had the ability to contextualize what we heard in the classroom in the work force across the pond.

Studying abroad in London exceeded all my expectations. I felt enlightened and less naïve about the world. My experiences there brought a greater understanding to whatever global happenings I heard in the time following the course. That understanding is the souvenir I treasure most. How lucky I was to have heard the chatter of AMC London in summer at a PRSSA meeting during my freshmen year.

Fall Semester….

Making Strides

National Conference Fall Bake Sale

Cards for Kids

(Continued)

Public Relations Student Society of America

Volume 21, Issue 1

9

Why write for Prism?

Gain valuable writing experience

Become a published writer Build your portfolio and

improve your resume Receive 2 points per article

Fall 2012 Executive Board President

Melinda Biegen

President Elect Sarah Hutchison

Vice President Jaimie Caiazzo

Treasurer Alyssa Carfi

VP of Chapter Development Magan Felitto

VP of Public Relations Karina Sumano

Historian Nicole Iaccheo

Firm Director Brittany DeMarco

VP of Student Representation Sarita Nauth

Faculty Advisor Professor Roberta Elins

Wednesday October 10th, 2012 the PRSA NY Chapter hosted a networking event in East Village Manhattan. Public Relations enthusiasts from all over the city came and talked about what they do now and their love for the PR world. From students fresh out of college to individuals who have been in the work force for years, each person had a different and unique outlook on the field.

Brandi Boatner, New Professionals Chair at PRSA NY Chapter, was the head of the event. Her spunky and outgoing personality illuminated throughout the gathering. I had a chance to talk

with her about upcoming events that she is in the midst of working on. One in particular is the March Career Forum. In the past, this event has been viewed as a typical “career fair” with individuals from the common PR firms in the NYC area. This year however, Brandi wants to make this event more than just your typical career forum. She wants to cater to everyone’s different interests. Whether you are interested in fashion, food, foreign affairs, or sports, she wants to have professionals from each field to talk to aspiring PR fanatics. The date of the event is still not set in stone, but it will be posted on the PRSA NY Chapter’s website.

PR Tuesdays: Networking Event By Carly Rebecchi

The networking event was the first of many PRSA events I plan on attending. From this event I gained a strong sense of what PRSA entails and all of the opportunities it has to offer.

Editor in Chief Karina Sumano

Contributing Editors

Melinda Biegen Victoria Sanders Emily Sundberg Jaimie Caiazzo Lauren Garcia

Karina Sumano Sarah Hutchison Nicole Mcardle

Sarita Nauth Emma Jarry

Juliana Harris Carly Rebecchi

Jenna Butala Madison Roxin

A Match Made On Seventh March 7th, 2013

FIT @PRSSA

FIT_PRSSA

FIT_PRSSA

FITPRSSA.weebly.com

Public Relations Student Society of America Volume 21, Issue 1

10

“Some are born great, some achieve greatness, and some hire public relations officers.”

- Daniel J. Boorstin