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A View From the Bottom

July 31st, 2008 by Laura

Also check out this blog post on PR-Squared:

http://www.pr-squared.com/2008/07/guest_post_voice_of_the_intern.html

Like most PR students at Auburn University, the only thing left before graduation was my internship. After deciding to make the move from sunny Alabama to still-chilly-in-May Massachusetts, all I needed to do was send out a few applications and rock my interviews, right? Ha! I was up to my eyeballs in cover letters, resumes and agency Web sites. Some called, some e-mailed, but SHIFT did something much different.

I was recommended to SHIFT by one of my professors. I did my homework, too. I began following the company on Twitter and PR-Squared. Before I had even sent in my resume, SHIFT contacted me via Facebook wanting to set up an interview. Although a little disconcerted that I was being looked up on Facebook, I immediately realized the SHIFT difference.

After an interview, a few phone calls and a 19-hour drive, I was ready to show SHIFT how much I knew about PR.

Remember what it was like transitioning from the cool eighth grader to a freshman nothing? Well, it was a little like that. I went from a PR education know-it-all to a know-not-so much intern.

As the summer progressed, I transitioned into my role and into the company dynamic. I began attending training sessions and company meetings and started receiving projects from my teams. I enjoyed being around the happy SHIFTers, who were all eager to answer my questions and explain anything from agency lingo to database formatting.

There was only one problem. Where was all the glamour?

Most PR isn’t all that glamorous. Neither is being an intern. I wasn’t out hosting events and rubbing elbows with Boston’s finest. I was sitting at a computer researching, reading and writing. I was working on the press lists and briefing documents that no one else had time to do. I was researching blogs and publications for days on end. It turned out that these tedious and (let’s face it) boring tasks are vital to an agency’s success. SHIFT employees who I work closely with have been great at showing me what these intern projects do for the client in the long run.

So, at times things can get a bit redundant for an agency intern. However, I have no doubt that my internship at SHIFT will help me in my future job search. I have learned how to pitch in ways most agencies would never think of. I have learned how to write better and pay attention to detail. I have worked under strict deadlines and time-crunches. I have juggled researching and writing for one client at the same time I am building a database for another. I have been included in team meetings, company brainstorms and have sat in on client calls and PR workshops. I’ve come in early and stayed late to get projects done. I’ve been so busy I could pull my hair out and so bored I could cry. But, hey- at least I wasn’t fetching coffee and dry cleaning.

My advice for any intern is to ask questions and get involved in the organization. You won’t learn anything by only doing what you’re told. At SHIFT I have already had many doors open for me and have had the opportunity to work with some of the brightest and most creative minds in PR. I look forward to my future in PR and know I will be taking a rocking portfolio and resume with me.

Posted in Blogs, Internship, Laura Murray, PR, SHIFT Communications, Social Media, auburn | tagged | | 0 Comments

…and the Race is on!

June 4th, 2008 by Laura

I’ll preface this post by saying I’m not the biggest fan of any of this year’s presidential candidates (minus my man Huckabee who did not survive the race).

Yesterday rumors were circulating that Hillary would formally drop out of the race… Imagine my excitement as I settled in last night with my bag of popcorn to watch CNN! But, no- she stated last night she was making no immediate decisions regarding the race and stated:

“In the coming days, I’ll be consulting with supporters and party leaders to determine how to move forward with the best interests of our party and our country guiding my way.”
What does that mean? Obama has already won the votes. I guess I can respect her putting up a good fight, but come on, quit while you’re way behind!There has also been talk of Hillary running as Obama’s VP. Say it ain’t so. I think McCain has a fantastic chance of winning the race if Hillary stays out of it. My theory is Hillary’s supporters who hate Obama will vote for McCain, the conservatives will obviously vote McCain- and then… he’ll win! Add Mrs. Clinton into the equation and the two will sweep all of the votes.

I guess only time will tell.

Living in Boston (said to be the most liberal city in America) has given me thick skin. Where everyone is avid supporters of Obama or Clinton, I have really learned to either keep my mouth shut or show the oober- liberals that us southern republicans aren’t so dumb.

I just don’t want to be here come November.

Posted in Blogs, Laura Murray, Politics | tagged , , , , | | 1 Comments

Long time, no blog.

May 22nd, 2008 by Laura

I haven’t written in awhile… I know. I’ve been busy!

And…. now, I am blogging just for kicks- no more assignments. I finished college classes in May and am completing an internship this summer and will graduate in August!

Despite the warnings, I decided to brave the north and took an internship in Boston with SHIFT Communications. So far, so good. It is actually only my first week of training so I have not done much- but it will pick up soon as I learn the ropes and get new projects.

Fun things (non-work related) going on: Celtics are winning! and the Sox and Braves aren’t doing too badly either. David Cook won American Idol- yay! and I have a 3 day weekend in which I hope to explore beautiful Boston.

Minus the traffic and cold spring and missing all my friends… I’m doing OK!

Posted in Blogs, Laura Murray | tagged , , , , , , , , , | | 2 Comments

A New Wave of Advertising

April 14th, 2008 by Laura

Is traditional PR still alive?

I say yes, however, even in little Auburn I have noticed a huge wave in social media. Although most relates to Facebook, people are using the internet to do things they once had to do by paper, mouth, etc.

There have been a lot of events going on lately- concerts, a rodeo, Greek happenings, art shows, fundraisers- you name it, it is going on. Freshman year, before the times of Facebook, we heard about all of these events by campus signs, word of mouth, e-mails and advertisements. Now, before I ever even see a sign on Auburn’s concourse (central location where organizations set up booths and sign-ups) I get an invitation on Facebook.

Recent invites? AU Singers Show- over 4,000 invitations sent out, Alpha Psi Rodeo- over 3,000 invitations sent out, Zeta Tau Alpha’s philanthropy- over 1,500 invitations sent out, Relay for Life fundraiser- over 2,000 invitations sent out… and that was just in the past seven days.

People in all different professions and college majors are using social media and don’t even know it. Before the wonderful invention on Facebook, if the AU singers wanted to invite those 4,000 particular individuals, they would have paid almost $2,000 in postage alone. Thanks to Facebook, they did it for free. Not only for free, but the invitation isn’t exactly disposable. If you RSVP “yes” or “maybe” or simply neglect to reply, Facebook will remind you of the event every single time you log on until the event has passed.

Although Auburn’s concourse is till full of banners and group members, chances are whatever they are advertising has already been made into a Facebook group or invitation, which will generate a wider audience than local advertising.

facebook

Posted in Laura Murray, New Rules of PR and Marketing, Social Media, auburn, facebook | tagged , , , , , , | | 0 Comments

UPC Honors Students Request for Hip-Hop Show

April 7th, 2008 by Laura

Each spring Auburn’s University Program Council hosts a free concert for students. Big headliners in the past have included Ludacris, Ingram Hill and Dierks Bentley.

UPC members say that the hip-hop genre was chosen again this year by student body request and the organization is thrilled to announce Akon as the headliner. According to an article in The Plainsman, UPC conducted a survey and this is what the students wanted. Ludacris performed a show in 2006 that had great reviews and a huge attendance.

Smash hit artist Soulja Boy is the opening act, and together the artists are costing UPC over $75,000. UPC gives tickets out a week prior to the event on various locations on campus. Students must bring their tiger card and there is a one ticket limit.

The show is this Wednesday April 9 at 8 p.m. in the coliseum. Another exciting feature this spring is the location. Past concerts have been hosted outside on the old track and UPC decided to move the event indoors this year. All seating is on a first come basis and students will be allowed in an hour before.

I am very excited and will be fully taking advantage of the free show. I answered the UPC survey earlier this year and feel that the group really did its best to honor what the students wanted.

Posted in Laura Murray, auburn, celebrities | tagged , , , , , , | | 0 Comments

Crisis Management at Auburn

March 31st, 2008 by Laura

In last week’s edition of The Plainsman, Auburn’s student produced newspaper, President Jay Gouge commented on the university’s actions regarding the murder of Lauren Burk. He said that looking back he would have made sure the student body was alerted much sooner.

In the days following Burk’s murder, rumors flooded the campus and sent students and faculty into a bit of a frenzy. We were hardly being told what went on, never mind any details. As days went by we began receiving daily updates on everything from crime suspects to funeral details or campus security.

Students wondered why it took so long to hear about what had happened and why the new text messaging/voice mail alert system was not used. Gouge now mentions that at the time it did not seem necessary to alert students since there seemed to be no further cause of concern. However, he now realizes that using the mass alert system could have dissolved rumors and put students and faculty to ease.

Despite what students think, it does seem as though the university was doing a lot when it was in the hot seat. Though I agree the students should have been told upfront, I do agree that Gouge and other AU officials were dealing with a lot and doing all they could.

The University has undergone a major security facelift and I find it very noticeable. I rarely walk to class, whether at noon or after dark, without seeing security on campus. The transit hours have been extended so there is never a time without a shuttle service and the library offers escorts to walk you to your car. I think Auburn has taken this tragedy and turned it into an opportunity. Males or females should not have to worry about walking to their car at 10 p.m. because the school does not offer parking near the dorms, thus making it the university’s responsibility to offer alternate accommodations. As long as Auburn uses this plan long term and does not throw it out after a year of safety, I think we should be in a good place.

Life is retuning to normal after the death of Burk, but as we learned at Virginia Tech and UNC, not all publicity is good publicity. However, due to Auburn’s quick and public action to change security, a public speech from university and city representatives and kind words from the Burk family, I don’t think Auburn’s small town, cozy campus reputation has changed much.

Burk’s memorial helped students and faculty in coping and closure.

Posted in Blogs, Laura Murray, auburn, crisis management | tagged , , , | | 0 Comments

The Future of PR

March 10th, 2008 by Laura

This weekend I flew up to Boston, Mass for a handful of internship interviews. I have a lot of family in the area and have visited it since I was young, so I figured—what the heck?

My trip and all of my interviews went quite well (minus the 34 degree weather) although they were quite different. I would be lucky to work for any one of the companies, as they all have admirable clients, concepts and employees.

If you follow my blog, you may have picked up on a few things about me; I wish I was not graduating and could simply stay a college student forever and that I am still struggling to grasp the importance of social media.

Flying over 1,000 miles and completely leaving my comfort zone changed a lot for me this weekend. I can do this! I can intern, graduate and get a great job. Although all of the companies I interviewed with were quite different, I noticed a common trend, and it had nothing to do with the companies themselves. Auburn has done a fine job of preparing me for a career in PR. From my survey class to Campaigns and Style & Design, I feel as though I am ready to succeed in a PR agency.

As for the importance of social media? I think I’ve got it. It is not that I haven’t understood how to write a blog or make a podcast. It is more that I didn’t understand why I needed to. I have been so used to learning from textbooks for the past 15 years that maybe I didn’t understand how something so important and useful wouldn’t come from a textbook at all.

This weekend I had someone tell me that the social media techniques I am learning in my senior year (2008!) are so much more useful and applicable than the things I have read in a PR book. While I still firmly believe that traditional PR is what a lot of clients are looking for, and still holds a great deal of importance; I realized this weekend that if you don’t catch on now, you won’t get ahead in the future. Combining social media with traditional PR can help an agency break through in the field and offer services that will bring the client success presently and far into the future.

Posted in Blogs, Laura Murray, Social Media | tagged | | 0 Comments

Off to Bootcamp… PR Bootcamp That Is.

March 2nd, 2008 by Laura

Saturday I attended the Edelman Digital Bootcamp at University of Georgia. I went into it not really knowing what to expect, and quite honestly just not having anything else to do on a Saturday (although my professor Robert French sold the idea quite well).

As the word “boot camp” implies, I left the nine hour training tired, with an achy back and a fried brain.

EDB was hosted by a UGA PR class and various members of Edelman’s online/digital media branch employees. We spent the day going from small to large groups, learning and discussing social media campaigns. From research to implementation, we got a crash course on the day in the life of an Edelman online employee.

Results? Well, I must toot our own horn a bit by saying the Auburn students were ahead of other students. When they said “blog, podcast, Twitter, media room, social networking, etc.” we knew what they were talking about and how to make one.

That wasn’t what the boot camp was about, though. We were given clients, my group was the new Escalade Hybrid, and proposed an online campaign for them. We researched what bloggers were saying, addressed problems and successes and suggested ways the Escalade Hybrid could campaign to the online community.

So- Robert French has been teaching me all of these things for a reason. The most valuable thing I took away from EDB was learning to think outside of the traditional PR box. When we suggested hosting events and creating press, Erin Caldwell (our group’s Edelman instructor) would say “OK, now how do you suggest doing this online?”

If you follow my blog, you know I don’t love social media and kind of prefer old school PR. But, I’m learning. I think it is very valuable to learn the importance of incorporating old and new PR- not replacing either one with the other, just combining the two to roll out the best possible campaign for your client.

Check out: http://www.edelmandigitalbootcamp.com/

Posted in Blogs, Laura Murray, Social Media | tagged , , , , , , , , , , | | 0 Comments

Facebook and PR: Together Forever

February 24th, 2008 by Laura

My feeling on Facebook and PR can be described as mixed and contradicting. I decided to blog about Facebook and PR for several reasons: 1) I should have been doing my PR homework and a blog- but instead was sucked into Facebook. 2) It is fascinating! Facebook and PR go together more than you would think.

In some ways, Facebook is PR for yourself. My profile is a way for me to express myself and show people how great I’m doing (lets all just admit that is what we are doing). Our profiles allow us to show our “friends” what great activities we are involved with, who we are dating, what we are interested in and what we look like. Our profiles are saying “Hey world! Look at me, look at me!”

Other than PR for ourselves, Facebook has its own PR. The verdict on the success of its PR efforts is still up in the air. Facebook promotes its site on the Web, in print and more importantly by word of mouth. Every time it adds a new feature (which is quite often), bloggers, journalists and users worldwide rant and rave about the addition. Facebook has had its share of run ins with bad media, but despite the negativity, Facebook registers tens of thousands new users each day.

Last year when Facebook opened up membership to anyone with an e-mail account (previously only a .edu address would work) college students were outraged. Then Facebook created the mini feed, intensifying our lack of privacy. The latest invasion on privacy is the new advertising system, Beacon, which links Facebookers and retailers without either party consenting. Major corporations are also hopping on the band wagon and creating accounts and networks (Shift Communication has its own network). Although the college kids are still upset about all of these changes, I haven’t seen anyone delete their account.

Whether you are using Facebook for self-promotion, networking, staying in touch or harmlessly stalking, Facebook’s bad publicity has done it no harm.

Posted in Blogs, Laura Murray, Social Media, facebook | tagged , , , , , , | | 0 Comments

I Still Love the Patriots (who’s with me?)

February 17th, 2008 by Laura

Still saddened by their loss and devastated about the scandal, I thought I would say a few words and stick up for my favorite NFL team, the New England Patriots. Despite the “Spygate” scandal and their less than admirable performance at the Super Bowl, I have not loss faith in the team, the program or Bill Belichick.

Earlier in the season when a Patriots employee was caught videotaping on the sideline of the New York Jets. After Spygate, the Patriots lost a whole more than the $750,000 fine ($500,000 of which came straight from Belichick). The Patriots started being seen as a business and not so much as a football team. Belichick’s name was surrounded with hostility and disbelief and the entire program took a huge PR hit (luckily that didn’t stop the team from going undefeated).

As a college senior hoping to make a career out of sports PR, I started questioning what I would have done during this crisis. Take a look at this entry in Platform Magazine: http://www.platformmagazine.com/article.cfm?alias=PR-in-Pro-Sports-The-New-England-Patriots

Author David Fowler does an excellent job of stating a great PR plan for the Patriots. Although the scandal didn’t seem to effect the team’s performance, many people still believe the Patriot’s undefeated season and spot in the Super Bowl was highly undeserved, due to the program’s unethical behavior.

Belichick did issue a public apology and accepted full blame for Spygate, but after a scandal like this, the program should have done major PR damage control. On one hand, Belichick showed he could coach what is arguably the best team in the history of the NFL, but on the other, he is one of the least respected individuals in professional sports.

So, what is more important: team talent and loyalties or professionalism and ethical behavior?

Posted in Blogs, Laura Murray, ethics, sports | tagged , , , , , , | | 0 Comments

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