MASTERY JOURNEYTIMELINE

Eugenia F WigingtonFull Sail University

2016

My path in the Full Sail University Master’s in Public Relations program will be guided by the innovative courses and my desire to absorb the knowledge that

will help me set my path. Inspired by industry leaders who have been exemplary examples in the field, I will enter the industry willing and able to

elevate any position and fully represent an organization’s or company’s message. The industry knowledege that I gain in the next eleven months will increase my skills and confidence. I intend to emerge from the program with

the capacity and opportunity to be an outstanding leader.

-Eugenia Wigington

MDL510Mastery: PersonalDevelopmentandLeadership

Month 1

Goal: To learn how to properly research and gather valuable resources to write effective professional papers. Gain insight on what is expected of an outstanding leader in the field of public relations.

Strategies:§ Read the assigned book Mastery by Robert Greene to

further understand my individual path to mastery. § Follow and read about Industry leaders and

companies on professional sites such as prsa.org.§ View online video training on writing at Lynda.com,

“Writing Research Papers” with Judy Steiner-Williams.

PBR 510PublicRelations inaDigitalWorld

Month 2

Goal: Learn how to expertly navigate the digital world in order to further promote and support the brand and mission of the organization I will work with in the future.

Strategies:§ Read articles from online magazine, PRWeek.com. § View online video training on writing at Lynda.com,

“Social Media for Non Profits” with Olivia Uribe-Mutal. § Set up meeting with a local PR professional, Kate Fodera

at Push 22 to interview and shadow her process.

DIGITALMARKETING

NMJ520Writingfor InteractiveMedia

Month 3

Goal: Explore the technical and holistic practice of interactive media writing. Challenge myself to be a more effective and compelling storyteller.

Strategies:§ Read FSU library resource article, 8 Common

Copywriting Challenges by Robert W. Bly.§ View online video training at Lynda.com on “How to

Use the Appropriate Type of Marketing Copywriting” with Ian Lurie.

§ Write and publish an article on LinkedIn. View Lynda.com training video, Writing to be Heard on LinkedIn with Daniel Roth.

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NMJ642LegalAspectsofMedia

Month 4

Goal: Learn all the legal complications that can arise with media relations. Through current events and trends, I will gain insight that will help my client maintain brand.

Strategies:§ Read FSU library resource article, Be Tweet Life and

Death: Utilizing Social Media While Avoiding Malpractice by Bonie Montalvo Navarrete.

§ Read Top 10 Legal Issues in Social Media pdf on nealmcdevitt.com.

§ Take notes on the FSU library resource article, Five Ways to Keep Social Media from Being a Legal Headache by Bradley Shear.

PBR 540InnovativePublicRelationsToolsandResources

Month 5

Goal: Investigate the role HTML and RSS play in the development of a public relation campaign. Elevate my skills in social media platforms including Facebook and Twitter.

Strategies:§ View Lynda.com training video, “Social Media Marketing

with Facebook and Twitter” with Brad Batesole. § Create a professional public relations Facebook page

and increase my presence on Twitter by posting at least two tweets every other day.

§ Attend a Girl Develop It Detroit, ”How to Build a Website: HTML & CSS for Beginners” (2-Day Workshop).

PBR 550SocialMediaMetricsandROI

Month 6

Goal: Gain working knowledge and understanding of ROI and Social Media Metrics in order to monitor and gauge effectiveness of an organization’s web presence.

Strategies:§ Read FSU library resource article, Web Indicators for

Research Evaluation. Part 2: Social Media Metrics by Mike Thelwall and Kayvan Kousha.

§ View Lynda.com video, “Use Site Metrics Reports, Adobe Reports, and Analytics” with David Booth.

§ Attend a Girl Develop It Detroit, ”Intro to Search Engine Optimization” workshop.

SEO

PBR 560MarketandConsumerResearchAnalysis

Month 7

Goal: Learn how to effectively research various public relations and marketing resources in order to identify a niche market and attract target audience.

Strategies:§ Read FSU library resource article, Warning system for

online market research-identifying critical situations in online opinion formation by Carolin Schlick.

§ View Lynda.com training video, “Implementing an Online Marketing Campaign” with Brad Batesole.

§ Read online article on Marketingdonut.co.uk, Finding Your Audience on Social Media by Gemma Went.

MARKETING STRATEGY

PBR 610MediaRelations

Month 8

Goal: Learn how to effectively be an advocate for the organization that I may be representing to the media, supporters and non supporters.

Strategies:§ View online video training on writing at Lynda.com,

Media Training with Dierdre Breakenridge.§ Interview Megan Mair Crosslin, Marketing and Events

Director for Gilda’s Club Metro Detroit on her media relation experience.

§ Read Your media relations should have a strategic purpose by Kim Harrison on Cuttingedgepr.com.

PBR 620EventsMarketingandProduction

Month 9

Goal: Learn how to garner excitement and support for an organization or a cause through engagement and participation from the community. Explore various digital and public approaches to public relations campaigns.

Strategies:§ Attend networking events including Drinks X Design. § View video training on Lynda.com, Writing Press

Releases with Lorrie Thomas Ross.§ Contact Artist on the Boulevard and/or The Pontiac

Art Center about developing and producing an art education event.

PBR 650ReputationManagementStrategies

Month 10

Goal: Learn strategies to deal with misrepresentation and misleading information that may threaten to damage the reputation of a company or organization.

Strategies:§ Read FSU library resource, Public relations in the

small business environment: Creating identity and building reputation by Nell Huang-Horowitz.

§ View online video training on writing at Lynda.com, “Creating Your Personal Brand” with Lida Citroën.

§ Read 5 Efficient Reputation Management Strategies by Mike Zammuto on Prdaily.com.

PBR 640TheOnlineMediaRoom

Month 11

Goal: Develop skills to help me create effective and compelling content in order to strengthen an organization’s online message using Facebook and twitter.

Strategies:§ Read article, Strategic content management by

Jonathan Kahn on Alistapart.com.§ View Lynda.com training video, How to Rock Social

Media with Guy Kawasaki. § Take online course, Copywriting secrets- How to write

copy that sells ($29) with Len Smith and Sean Kaye.

PBR 699ThePublicRelationsFinalProjectandThesis

Month 12

Goal: Develop a final project that will be an accumulation and reflection of what I learned in the previous eleven months. Create and present a professional website that will display my skill and knowledge

Strategies:§ Read FSU library resource article, Writing Your

Winning Thesis by J. Lajom and C. Magno.§ Apply for positions for Development and Community

Relations specialist (Oakland County government, local non profits, educational institutions.

§ Volunteer at annual holiday event for Grace Centers of Hope, a local non profit.

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LayshaWard

Executive Vice President and Chief Corporate Social

Responsibility Officer at Target

https://twitter.com/layshaward

“Real leadership and growth emerge from our willingness to ask for help and give it. Authentic

human networks are built on a balance of vulnerability and strength, trust and acceptance

of the idea that we'll all get better together.”

(612) 696.3400

Retrieved from www.leanin.org

Photo retrieved from www3.pictures.zimbio.com

Industry Leader

LeslieBerland

Chief Marketing Officer at Twitter

https://twitter.com/leslieberland

“At many companies, teams working on digital initiatives are broken apart and siloed.

This disconnect results in a lot of different people working a lot of different things and it

prohibits the formation of one vision, one approach, one strategy.”

Retrieved from www.femtechleaders.com

Photo from www.techcrunch.com

Industry Leader

ChristopherGraves

Global Chair at Ogilvy Public Relations Worldwide

https://twitter.com/cgraves

“Lots of hard data will drive your audience away. Appeal to emotions instead.”

Christopher.Graves@ogilvy.com

Retrieved from www.prnewsonline.com

Photo retrieved from www.dingmktg.com

Industry Leader

BrandeeBarker

Co-Founder and Partner, The Pramana Collective

https://twitter.com/brandee

“If you have a photo of a dress that looks different colors to people, create a meme-you

might break the Interwebs.”

Retrieved from www.yoadvice.com

Photo retreived from adweek.com

Industry Leader

MathewHarrington

Global Chief Operating Officer

at Edelman

https://twitter.com/mj_harrington

“At Edelman, we believe strongly that in order for our clients to achieve their business objectives

and connect with their target stakeholders, both they and we have to do as Unilever did and

“show up differently. This means, among many things, connecting in genuine and authentic

ways with employees, customers and all types of people. It is not about being a slave to data, big or small, but rather it’s about leveraging data to

guide, not dictate, a way forward.”

Retrieved from www.edelman.com

Photo retrieved from www.dingmktg.com

Industry Leader

ChristineKirk

Founder and CEO Social Muse Communications

https://twitter.com/LuxuryPRGal

“Forget content. In #PR, relationships are king. Forge meaningful relationships with media,

clients, & influencers for results.”

christine@socialmuse.com

(323) 371-9004

Retrieved from www.yoadvice.com

Photo retrieved from prcloset.tumblr.com

Industry Leader

http://www.infusedpr.com

http://www.distinc.net http://push22.com

http://www.curvedetroit.com/dogood.html

Companies tofollow

Digital Detroit

Michigan Nonprofit Association

American Marketing Association (Detroit)

Public Relations Society of America (PRSA)

Digital U

Women of Full Sail

Creative Writing Club

Creative Student Networking Group

Full Sail University Clubs and Organizations

Professional Public RelationsClubs and Organizations

ClubsandOrganizationstojoin

Knowledgeable in the industry.

Genuine human being

Empowering innovator.

Involved in the community.

Positive outlook and influence.

Generous with his or her time and resources.

The right mentor can inspire and motivate you with his or her

positive professional outlook and demeanor. Her influence may make all the difference.

Characteristics of a Mentor

TimelineGoals: Mypath topurpose

January February

July

March

August

April

September October

May

November December

June

Begin Leadership

Development

NavigateDigital

Marketing

Become a compellingstoryteller

Gainmedia law

insight

Elevatesocial

media skills

Gainsocial media metrics skills

Become effective consumer market

researcher

Gain media

relations skills

Learn digital events

marketing

Learn reputation

management

Create effective web

content

Evolve from knowledge to

practice

Learn

Practice Network

PresentTeach

evolve

Bengtsson, S. (2015). Digital distinctions: mechanisms of difference in digital media use. Frontiers In Pharmacology, 30-48.

Bly, R. W. (2009). 8 common copywriting challenges: Here's what to do when your client and you are not on the same page. Writer (Kalmbach Publishing Co.), 122(11), 38-39

Designed by Freepik. Retrieved from <a href="http://www.freepik.com/free-photos-vectors/computer">Computer vector designed by Freepik</a>

Fawkes, J. (2015). A Jungian conscience: Self-awareness for public relations practice. Public Relations Review, 41(5), 726-733. doi:10.1016/j.pubrev.2015.06.005

Greene, Robert. Mastery. Penguin Books, 11/2012. VitalBook file.

Huang-Horowitz, N. C. (2015). Public relations in the small business environment: Creating identity and building reputation. Public Relations Review, 41(3), 345-353. doi:10.1016/j.pubrev.2014.10.018

Montalvo Navarrete, B. (2015). Be Tweet Life and Death: Utilizing Social Media While Avoiding Legal Malpractice. Florida Bar Journal, 89(7), 52-55.

References

Lajom, J. A., & Magno, C. (2010). Writing your Winning Thesis. International Journal Of Research & Review, 428-36.

Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Journal Of Economics, Finance & Administrative Science, 20(39), 118-132. doi:10.1016/j.jefas.2015.07.001

SHEAR, B. (2016). Five Ways to Keep Social Media From Being a Legal Headache. Education Digest, 81(5), 54-58.

Sources for Market Research Reports. (2004). Journal of Business & Finance Librarianship, 9(2/3), 91-108. doi:10.1300/J109v09n02_04

Stampler, L. (2012, November 18). 25 Most Important PR People Behind the Scenes of Corporate America. Business Insider. Retrieved from http://www.businessinsider.com/meet-the-25-most-important-people-in-pr-2012-11?op=1

Thelwall, M., & Kousha, K. (2015). WEB INDICATORS FOR RESEARCH EVALUATION. PART 2: SOCIAL MEDIA METRICS. El Profesional De La Información, 24(5), 607-620. doi:10.3145/epi.2015.sep.09

References

http://alistapart.com/article/strategic-content-management

http://www.business2community.com/online-marketing/web-analytics-secrets-tracking-right-metrics-01158766#dQFpgxp2k2G8XezZ.97

https://cnnpressroom.files.wordpress.com/2013/06/cutter-image1.jpg

http://www.curvedetroit.com/dogood.html

http://www.dingmktg.com/wp-content/uploads/2014/01/Value-Of-Mentorship.jpg

http://www.distinc.net

http://www.edelman.com/people/matthew-harrington/

https://www.facebook.com/PontiacCreativeArtsCenter/

https://www.facebook.com/Gallery-­‐on-­‐the-­‐Boulevard-­‐338925219550856/

https://www.facebook.com/drinksxdesign/

http://www.femtechleaders.com/north-america/leslie-berland/

References

http://www.femtechleaders.com/north-america/leslie-berland/

http://www.infusedpr.com

http://www.marketingdonut.co.uk/marketing/online-marketing/social-media-and-online-networking/finding-your-audiences-on-social-media

http://www.lynda.com/Higher-Education-tutorials/How-cite/368046/420134-4.html

http://www.lynda.com/Facebook-tutorials/How-Rock-Social-Media/373993-6.html?srchtrk=index:1%0Alinktypeid:2%0Aq:facebook%2Bmarketing%0Apage:1%0As:relevance%0Asa:true%0Aproducttypeid:2&seo_popover=true

http://www.lynda.com/Facebook-tutorials/Social-Media-Nonprofits/4267666.html?srchtrk=index:1%0Alinktypeid:2%0Aq:event%2Bplanning%0Apage:1%0As:relevance%0Asa:true%0Aproducttypeid:2&seo_popover=true

http://www.lynda.com/Education-Student-Tools-tutorials/Writing-Research-Papers/158319-6.html?seo_popover=true

References

http://www.lynda.com/LinkedIn-tutorials/Writing-Heard-LinkedIn/433721-6.html?seo_popover=truehttp://www3.pictures.zimbio.com/gi/Eva+Longoria+Foundation+Pre+ALMA+Awards+Dinner+EuglRHkT9c9l.jpg

http://www.peoplesearchesblog.com/wp-content/uploads/2015/11/background-checks.jpg

http://push22.com

https://www.prsa.org

http://theprcloset.tumblr.com/post/21323834929/spotlight-on-social-muse-christine-kirk

http://www.prnewsonline.com/featured/2011/09/12/head-games-how-neuroscience-psychology-principles-punctuate-pr/

http://www.prweek.com/us

http://techcrunch.com/2016/01/26/twitter-confirms-amexs-leslie-berland-as-its-new-cmo/

http://www.yoadvice.com/blog/public-relations-experts-on-twitter/

References