PRism Fall 2013

Fall 2013 Volume 22, Issue 1

FIT is More than Fashion By Kirsten Gonzalez

The public relations industry consists of many different categories including food and beverage, home goods, beauty, healthcare, automotive, entertainment, finance, technology and fashion. Of course, being that we are all studying at the Fashion Institute of Technology, we are interested in fashion public relations, right? Wrong!

During our time at FIT it is important that we explore all the areas our degree has to offer. Public relations is about adapting to, learning about and managing different clients. By experiencing the different areas

of public relations, you will be learning and expanding your skills while figuring out the best fit for you.

When I started FIT I wanted to work in fashion. I held a public relations intern position at Ralph Lauren. I soon realized that I did not want to do fashion public relations. Since that internship I have worked on beauty, social responsibility and my latest, sports. From these experiences I have come to realize that no matter what area you go into the basic public relations skills you have learned at FIT are all you need. From there, you will learn about the client or the company. With an eagerness to learn and the drive to be successful you will quickly settle into any area of public relations that suits your interests.

Inside this Issue

FIT is More than Fashion………..…...1 2013 AWNY Career Conference…..... 2 How to Succeed at Your Internship...4 Interning at 11*6 PR……..…………....4 Scotch Brand Event…………………...5 When Traveling ………………..…..…6 PRSSA 2013 National Conference.….6 You Are…Movement……………..…..7 PRSSA Goes to MWW…………….….9 Seven Communications…………...….9 Using your Voice in PR…………..…10 Breakfast of Champions…………….10 Personal Branding………………...…11

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

Picture created by Sarah Hutchison

Public Relations Student Society of America Volume 22, Issue 1

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Advertising Women of New York (AWNY) is an organization that empowers women in the industry to achieve personal and professional fulfillment at each stage of their career. As a graduating senior, to volunteer at the National AWNY Career Conference was a great opportunity to meet influential women in the industry as well as network with students from all over the nation. The national convention took place on November 22-23, 2013 and was hosted by the Fashion Institute of Technology.

The AWNY Career Conference had a total of 600 students in attendance from all across the U.S. The school that had the greatest attendance at the conference was Florida State University, with a total of 91 students representing their school spirit throughout the Haft Auditorium of FIT. The second largest group that attended the conference was from the University of Illinois with 51 students. It was nice to see some New York schools represented at the conference such as Marist College, SUNY Plattsburgh, Ithaca College, and CUNY Baruch.

On Friday, the kick-off event guest speaker was Belle Frank, EVP, Global Director of Strategy & Applied Research at Young & Rubicam and on Saturday, the event started off with keynote speaker, Sarah Personette, North American President at Universal McCann.

These two influential AWNY members presented the importance of

having a voice in the workplace. Having a point of view is how you can add value to your job. It is how you establish credibility with your employer and develop good working relationships. Being able to effectively use your voice in the workplace is important for your current success and future growth. One of the workshops I found particularly beneficial was called Rethinking PR: The Evolving Role of Public Relations. The panel consisted of influential women from Edelman PR. Each of the five speakers discussed how they achieved their positions at Edelman and they gave advice on how to be successful in the world of public relations. Each of the panel members expressed how these attributes are critical

2013 AWNY Career Conference Recap

By Jessica Katz

Belle Frank of Young & Rubicam

(Continued on page 5)

Common Interview Questions

• Tell me about yourself

• Why do you want to work here?

• What is your biggest weakness/strength?

• Tell me about a challenge you faced and how you overcame it

• What are you hoping to get out of this internship/job?

• What are some skills you’ve learned from school or past internships?

Public Relations Student Society of America

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PRSSA Regional Conference 2014 CUSECON: The Secret to

Social Commerce A Conference hosted by the William

P. Ehling Chapter in Syracuse

What to Expect

Who will be there?

Imran Khan, Creative Agency Lead

Craig Radow, Senior Director of Media Relations

Matt McLernon, Communications Manager

Kristina Weise, Director of Global PR

And more...

Friday, February 28th – Sunday, March 2nd

• Chapter Development Session • Firm Development Session

• Keynote Speakers • Panel Discussions • Networking Sessions

• Social Commerce Workshop • Case Studies


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How to Succeed at Your Internship

By Karina Sumano

1. Be curious

Employers love to see enthusiastic interns who are curious and want to learn about the agency and industry. Learn as much as you can from co-workers and supervisors. Ask questions about the tasks you are doing and why you are doing them. If you don’t understand something, it is always better to ask than perform the task wrong. If you are curious about other departments, ask your supervisor if you could sit down with someone from that department for an informational interview.

2. Treat everyday like an interview

Be professional and take your role seriously. Always keep yourself busy. Having nothing to work on is not an excuse to browse Facebook or slack off. Dress and act appropriately. Remember, this is a professional workplace and you want to be seen as a professional. Be the person you would want to hire.

3. Network, network, network

An internship is one of the best places to make connections. Be friendly to everyone you meet, whether it is the mailperson, co-workers, other interns or the CEO. Leave positive impressions

on everyone you meet because they will be more eager to help you in the future. Be sure to make connections on a personal level as well. Have lunch with coworkers and get to know their interests. Attending social outings is also a great way to build relationships.

4. Go above and beyond

Stand out from other interns by going above what is expected of you. Yes, it is great that you completed the task you were assigned, but why stop there? If you are asked to look up 3-5 media contacts look up 6-8 and offer extra help. Ask to sit in on meetings or brainstorms and offer to take notes. But, always finish your responsibilities before asking for more work.

5. Ask for feedback

Internships are meant to be a learning experience. This is the best time to learn from your mistakes. After completing a big project, ask for constructive criticism. By asking for feedback, you will elevate your skills and show your employer you really care about the work you do.

6. Be positive and have fun

In my opinion, the most important part of any internship or job is to enjoy what you do. People who enjoy their work tend to be happier overall and everyone likes working with happy people. Be someone

people want to be around. Nobody likes a “Negative Nancy,” so always look at the positives and have fun!

Interning at 11*6 PR By Brittany DeMarco

To say that PRSSA has impacted my life, education and career is an understatement. Through PRSSA and Seven Communications, I formed a friendship with a young woman, who would later employ me as her intern for a small public relations firm. Thanks to PRSSA, I am now working for 11*6 PR. I have gained so much exposure and knowledge about the PR industry. I realized my love for travel and tourism PR, which I never would have considered if not for this opportunity. At 11*6 PR I perform a wide array of tasks. Some of my favorites are assisting in the set up and execution of events for our clients, along with writing pitches. In addition, I have created several event look books, researched outlets for pitches and created monthly client reports. These have all helped me gain more hands on writing and organizational skills. PRSSA has enhanced my resume and also provided me with the internship and career opportunities. I will be forever grateful for this organization!


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professionals is $65/year, but starting in 2014, the organization will be launching a student membership that costs less to join but still allows students to gain the same benefits. If you are interested in maximizing your professional network and having the opportunity to meet incredible women, I would strongly recommend joining AWNY and signing up for the 2014 AWNY Career Conference. You won’t regret it.

(2013 AWNY Conference Continued…)

for career growth in PR. Another take-away was that the more well-rounded you are, the more likely you will be able to find the jobs you want. Having a variety of experiences increases your industry knowledge and will make you more marketable.

The AWNY Career Conference had an amazing turnout and was a great networking event. The women from the AWNY organization were incredibly friendly and welcoming to those of us who volunteered at the event. The organization’s annual membership for young

On December 6, a few PRSSA members and myself had the opportunity to attend the 2013 Scotch Brand Most Gifted Wrapper contest. For the past 15 years Hunter PR has put this annual holiday event together to help promote its client, Scotch Brand. The event consisted of three rounds of gift-

Scotch Brand Most Gifted Wrapper Contest By Mallory Dickson

PRSSA Members at Scotch Brand Event

wrapping challenges including a toy castle, a go-kart, and a full-size paddleboat. The contestants were judged on two criteria: the appearance of the wrapped gift and their wrapping techniques. This year's winner, Patricia Zapata was awarded $10,000 for her creative wrapping skills. Through this event, Hunter PR has come up with a creative and unique experience to immerse consumers with Scotch Brand products during the company's key selling period. The Most Gifted

Wrapper Contest has successfully transformed a simple and basic product into something much more fun and exciting. Consumers were able to observe how using Scotch Brand tape can add a little something special to the holiday season. This program has been so successful in the past and has earned over 1.7 billion media impressions. I have worked at PR events previous to this contest, but it was fascinating to sit back and see the event from a consumer's prospective.

Career Tips

√ Be adaptable

√ Be a good story teller

√ Be a great writer

√ Build relationships

√ Network


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New York City hotels are known for their great sophistication, adventurous nighttime

atmosphere and chic restaurants. Who would ever think that a hotel they chose to stay at would have their own chocolate line?

On December 4, 2013 the Grand

Hyatt New York added another title to its repertoire: chocolatier. Executive Pastry Chef Gonzalo Jimenez unveiled the hotel’s first-ever artisanal chocolate line. The line will feature hand crafted truffles and chocolate bars that will be sold in the Hotel Market.

Carly Rebecchi and I were assisting 11*6 PR with the chocolate launch event that night. As Carly and I walked into the event space on the second floor of the Grand Hyatt New York our faces lit up with the smell of chocolate. At that moment, we both looked at each other and said, “This is going to be a good night.” Guests at this launch event mainly consisted of food and hospitality journalists who incorporate chocolate or hotels into their work. Carly and I managed the “front of the house” checking in guests, directing them into the event and providing a

When Traveling, it is Always Nice to Have a Little Chocolate

By John Thom

PRSSA 2013 National Conference By Sarah Hutchison

Six FIT PRSSA members joined more than 1,000 peers from Chapters around the country in Philadelphia, Pennsylvania for the PRSSA 2013 National Conference. The Conference was held from October 25th- October 29th, and this year’s event was planned and hosted by Drexel University with the theme, “Foundation for Innovation.” National Conference allowed members to build their professional foundation as they learned useful ways to succeed in the innovative industry of public


relations. Members took part in professional development opportunities, leadership workshops and networking. Sessions were led by industry leaders and were tailored to a wide assortment of goals and professional interests. From sessions focusing on food & consumer PR, to ones dealing with crisis communications, National Conference provided a variety of opportunities for students to delve deeply into their preferred fields. One standout session was

flavorful gift bag as guests exited. As Carly and I nibbled on the delicious hand crafted chocolate we ran into Rachel Bosworth, a former FIT PRSSA president. The event lasted about three hours and everyone had a “sweet” time. After reflecting on the event I understand how important it is to maintain relationships with journalists and former PRSSA members. Journalists make the stories happen so it is imperative for them to feel comfortable when they walk in and appreciated when they leave.

“From the Crisis Trenches: Blazing a New Trail in Communications.” This session was led by Rae Bazzarre and

Left to Right: Sarah Hutchison, Alyssa Carfi, Professor Roberta Elins, Jaimie Caiazzo

Carly Rebecchi and John Thom


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Katherine McLane from the communications team at the LIVESTRONG Foundation. The two covered the strategic planning and rapid response operations executed during the years of negative media surrounding the Foundation’s founder, Lance Armstrong. In addition to hosting incredible sessions and valuable networking opportunities during Conference, PRSSA National also recognized standout Chapters and their members. Jaimie Caiazzo, FIT Chapter Vice President, was presented with the National Gold Key Award, Sarah Hutchison, FIT Chapter President, received a National President’s Citation, and FIT PRSSA received the Star Chapter Award.

(PRSSA 2013 National Conference Continued…)

You Are…Movement By Tiffany Chao

Public Relations is involved in almost every aspect that constantly surrounds us- from music and entertainment to retail to events to non-profit organizations. But what if it is

incorporated into all simultaneously? The “You Are... Movement” non-profit organization was created in 2011 with anti-bullying and a positive body image as its philanthropy. Since then, it has grown and expanded thanks to the help of its public relations efforts. Gaining publicity was done in a variety of ways.

Music and Entertainment: Since the organization promotes positivity, musical groups and celebrities have been involved. They hold a sign that says "You Are..." and write positive qualities with their autograph. Notable people that have participated include Nev Schulman from MTV's Catfish, X-Factor's Fifth Harmony, Rapper Sammy Adams, Pop-Punk band All Time Low among many more. Creative messages include "The Future", "Perfectly Imperfect", " A flourishing flower", and "worth it".

Retail: Glow-in-the-dark "be you tiful" bracelets and t-shirts helped spread the message worldwide! They even have some models wearing the shirt in different publications! More apparel is being added as the organization appeals to men in addition to women.

Events: People from the staff went promoting at different events in their town. From

concerts and performances to store signings and school plays, word of mouth has helped spread the message locally in addition to globally.

The movement has evolved into much more than a non-profit organization. They have used public relations to their advantage being featured on different websites due to the variety of their products. They have used social media offering people advice and resources. They have worked with different non-profit organizations and have been promoted by the charities they donate to including “Love is Louder”. You Are… the result of your hard work.


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Apply for PRSSA Scholarships PRSA Diversity Multicultural Scholarship

Deadline: May 23, 2014 Award: Two awards, each $1,500

Eligibility

• Enrolled in a public relations or communications degree program • Must be of African-American/Black, Hispanic/Latino, Asian, Native American, Alaskan Native, or

Pacific-Islander ancestry • Must be at least a junior by Fall 2013 • Maintained a minimum 3.0 grade point average on a 4.0 scale in all courses

Axia Public Relations Scholarship

Deadline: May 31, 2014 Award: $2,000

Eligibility

• Must be a junior or senior in good academic standing • Majoring in public relations, journalism, communications, advertising or marketing • Previous public relations or related experience through volunteering, employment or an internship

Betsy Plank/PRSSA Scholarship

Deadline: June 6, 2014 Award: First honor $2,000. Second honor $1,500. Third honor $1,000.

Eligibility

• Academic achievement in public relations and overall studies • Demonstrated leadership • Practical experiences in internships, other work/services, student firm work • Commitment to public relations, particularly as expressed in the candidate’s statement

PRSSA offers several scholarships each year for students who demonstrate significant achievement in the public relations field both academically and professionally. For more scholarships visit: PRSSA.org/scholarships_competitions


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PRSSA Goes to MWW By Audrey Anjos and Rachel Levy

PRSSA invited its members from all over New York City to a PR agency tour and presentation at MWW Group on October 4,

2013. This agency is not only one of the top mid-sized public relations firms, but also one of the five largest independent agencies. We had the great opportunity to listen exclusively from MWW leaders about the agency, internship opportunities and many tips for success both inside and outside of the classroom. What stood out to us the most while the industry professionals were speaking was how involved they are at any given time and how passionate they are about what they do. MWW represents national and multinational companies across a wide variety of market sectors, making the world’s most influential brands matter more. Rightfully so, this ties into the slogan that MWW goes by, which is not just to matter but to “Matter More.” MWW has expertise in many different areas such as consumer lifestyle marketing, corporate communications, digital and social media marketing, health

and wellness, government relations, visual branding and many more. Each of these departments offers many different services. For example, the consumer lifestyle marketing provides services such as brand positioning, celebrity and spokesperson engagement, experiential events, retail marketing, sports marketing and social media. PRSSA members were given the opportunity to ask questions at the end of the presentation, which the speakers were more than willing to answer. A fellow student asked, “What do you think when you see that an applicant graduated from FIT?” Senior Vice President, Joe Cohen commented saying that it presents great diversity, which is a positive attribute they are always looking to add to their team. Their insight on individual positions at MWW, the PR industry as a whole, and how they got to where they are today was extremely helpful and inspiring. They gave us tips on what is important to have and not have on your résumé, provided us with their business cards, and encouraged us to stay in contact if we had any more questions. All in all, the tour at MWW was a great success and it truly opened our eyes to what we want to achieve in the future. We see ourselves working with a

company that supports one another, that is why we decided to take the next step and send in our résumés. Perhaps we will be MWW’s new rising stars.

Seven Communications By Paige Vaczi & Kayla Conover

At the Fashion Institute of Technology, PRSSA has a student-run Public Relations firm called Seven Communications. Our goal is to reach out to local businesses and assist them with their social media campaigns, marketing, and press releases. We want to help generate awareness and do so by utilizing the student body through promotions and events. One of our clients this semester was a fellow student at FIT, who owns a men’s street wear clothing line, Thoughtful Minds. His company was in need of brand awareness through social media. He also needed to gain reach in the New York City Metropolitan area. In order to do so, Seven Communications created and sent press releases to street wear blogs as well as reached out to the StyleShop for potential business endeavors. We also helped with brainstorming ways to utilize his company’s



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name. To allow his lines to expand, an Indiegogo campaign was started, which is a website similar to KickStarter, allowing people and companies to donate money towards his goal. This not only allowed people to show support, but it also helped get the name Thoughtful Minds out through social media and word-of-mouth. Through the firm, we have really broadened our knowledge of public relations and received hands on experience towards where our futures are headed. Going into this semester, we were unsure of what this field was to consist of and how to handle the tasks within. Seven Communications taught us how

(Seven Communications Continued…)

Using Your Voice in PR By Sarita Nauth

In the city of brotherly and sisterly love, FIT PRSSA ventured to the PRSSA 2013 National Conference in Philadelphia to learn more about Chapter development, public relations, networking, and communication. From meeting PRSSA members from all across the United States, to engaging with PRSA leaders and hearing guest speakers, I have never felt more inspired and educated about PRSSA and what

it has to offer my Chapter and me. After hearing so many successful speakers at Conference, one truly stuck out to me, Vernice “Flygirl” Armour. Armour served as the first African-American combat pilot, then authored “Zero to Breakthrough: The 7- Step, Battle- Tested Method for Accomplishing Goals That Matter.” Now an expert in leadership training, Vernice offered insight into strengthening engagement with key stakeholders, clarifying business objectives, and energizing your message. She is also the founder and CEO of VAI Consulting and Training, LLC.

Breakfast of Champions By Jessica Katz

On December 10, 2013 the Advertising Women of New York hosted a media insights sport marketing breakfast at the Intercontinental Hotel in Manhattan. The attendees at the event varied from influential sports marketers from the leading sports franchises to media communications companies. The dynamic discussion panel was made up of leading visionaries in sports marketing behind the world’s most powerful brands such as Yahoo!, Subway, National Basketball Association, IMG and

MetLife. One area touched on during the breakfast that I thought was particularly interesting was the preservation of the fan experience. These days, the sports industry is endorsement-driven and more focused on which athlete can sign the higher-paying deal rather than the game statistics. This makes the fan experience less enjoyable because of the amount of forced marketing pushed on them rather than having a fun, enjoyable time at a sports arena. Emilio Collins, from the NBA, had mentioned that they have given the fan experience a high tech boost with

their mobile app. By partnering with Sprint, they have seen a growth in mobile and tablet device usage of the NBA app. The app gives real time player statistics for the ultimate sports fan to follow during live games. This is, in part, due to the NBA’s twenty-six cameras located around the court, which tracks the players every move. It provides a new edge on live entertainment and sports statistics compared to other sporting outlets. The digital world is revolutionizing the way all industries market to the public.

(Continued on page 11…)

(Continued on page 12…)

to write formal press releases and work with local clients. It is also a great way to meet people and create networking connections.


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From her awe inspiring story to her transformation from an Air Force uniform into a business suit, Vernice shared with us her journey from being a woman in a man’s world and how public relations gave her an outlet to voice how she can influence others. She also shared with us uplifting, energetic and motivational advice on how to use your voice in public relations. Her story inspired me to inspire others. She made a point to say that as young public relations professionals we have the ability to shape and change the world. She reminded us that using your voice and engaging with your Chapter helps build strong relationships. Public relations isn’t just about thinking of changing the world’s view on a brand, it is about actually doing so! One of the most important brand images is your own. People can voice their opinions about themselves and how they want people to view them. Remind yourself that what you are doing today can change the image you are creating for yourself and your team. By engaging, inspiring, helping, and growing with one another, we create an environment where we can do what Vernice has done. We can celebrate one mission, one goal, and one team! As Vernice Armour says, “Acknowledge obstacles, don’t give them power.”

(Using Your Voice Continued…) Personal Branding By Amanda Schimmenti

Personal branding is more important now than it has ever been. How you present yourself in your everyday activities is just as important as how you act in a professional setting. You may have nailed that interview, but if Googling your name leads to your twerking pictures on Facebook, then you probably won’t land the internship or job you wanted because no one wants to hire a Miley impostor. With multiple social media platforms available to us today, it is important to know what should be private and what your future employers would want to see. Of course we have the desire to have a presence on all forms of social media, from Facebook to Vine to Pinterest, our generation has reached a whole new level of procrastination. However, using several platforms could either make or break your future if you are not cautious. Facebook

should always be private because you never know what could show up on your wall for all to see. If an employer finds your Facebook and all they can see is your profile picture, then you are safe (as long as you don’t have a red Solo cup in your hand). With many companies now using Twitter and Instagram to connect with their consumers, you may want to consider keeping these platforms public. An employer could have interviewed a few potential people for the position you want, but having a strong Twitter presence that shows your interest in the industry could influence their decision. Not getting an internship because of something that was found on one of your social media accounts is embarrassing and could easily be avoided. Don’t let this happen. Being smart with what you are posting, tweeting, pinning, etc. is more important than you think. You control how you present yourself. Don’t forget that your image could be shattered by one silly tweet or selfie. So next time you’re on a social media platform, ask yourself if what you're posting is what you would want a professional in the industry to see. If not, then make it private and work on enhancing your online presence in a positive way. It is crucial to always remember, you are your own brand.

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of online adults use social media, but not all use it to follow brands

FIT_PRSSA

Why write for Prism?

! Gain valuable writing experience

! Become a published writer ! Build your portfolio and

improve your resume

Fall 2013 Executive Board President

Sarah Hutchison

Vice President Jaimie Caiazzo

Treasurer Alyssa Carfi

Assistant Treasurer Pryanka Anand

VP of Chapter Development Victoria Sanders

VP of Public Relations Karina Sumano

Historian John Thom

Firm Director Brittany DeMarco

VP of Student Representation Sarita Nauth

Faculty Advisor Professor Roberta Elins

Editor in Chief Karina Sumano

Contributing Writers

Kirsten Gonzalez Jessica Katz

Brittany DeMarco Amanda Schimmenti

Sarita Nauth Paige Vaczi

Kayla Conover Audrey Anjos Rachel Levy John Thom

Sarah Hutchison Tiffany Chao

Mallory Dickson

FIT @PRSSA

FIT_PRSSA

FITPRSSA.weebly.com

Sports marketing has many aspects and partnerships to manage while staying loyal to the game itself. The panelist emphasized the importance of a strong brand image on social media and through technology. We should expect to see more digital sports apps as well as more live coverage to get fans into the game. Sports marketers are forecasting big changes for 2014 and hope to recruit more potential sports fans in part by staying relevant with current technology.

Sponsored content on social media, websites and blogs

Visual Story Tell ing

2014 PR TRENDS

73% STRATEGIC CAMPAIGNS

SoLoMo Social, Local, Mobile

Speed Dating March 6th, 2014!

(Breakfast of Champions Continued…)

PRism Fall 2013

Documents

Transcript of PRism Fall 2013