A whirlwind of adventure began on October 29th as the seven E-Board members boarded a plane, after zero sleep, and headed to Philadelphia for the PRSSA National Conference. After 5 days of networking, presenting, listening, exploring and a ton of tweeting (#PRSSANC was a nationally trending hashtag!), we deepened our knowledge about our craft, our Chapter, and ourselves. See below!
Instead of going over every breakout session and keynote we attended (because that would take a book), we thought it would be a better idea to let everyone know what key points have stuck with us from conference and our ideas to continue improving this rockin’ Chapter.
- Enthusiasm is key for a successful Chapter.
- We have a lot going for us: easy access to professionals, conference, agency and our website.
- Improvements: we have begun working to diversify our events and activities.
- It’s time to start giving back to our community through volunteering!
- Maintain relationships with your peers in your classes and in PRSSA because they are the people you will be working with and helping you find jobs after college.
- Follow your passions.
- Collaborate with people to get different perspectives.
- Write fantastically.
- Stay humble.
- Balance work and life.
- Read, learn and be a sponge (absorb everything you can).
- Adapt in the face of change, and have a battle plan for success!
Though there are several ways we can keep improving our Chapter, a big thing we realized at conference is that THIS CHAPTER IS AWESOME! And that’s thanks to all of our amazing members!
So let’s keep getting awesomer together
Joan Schneider, founder of Schneider Associates, recently spoke at Harvard about the impact that Launch PR can have on a product and its consumers. Launch PR specifically focuses on helping establish products, services, organizations, companies, technologies, and communities over a period of time. Research is key to developing a strong product launch targeted towards the brands consumers, and an analysis of the campaign is essential to determine success and impact.
Schneider was also joined by Aaron Reid, Ph.D., Chief Behavioral Scientist at Sentient Decision Science, Inc., and Don Martelli, VP and Director of Digital Integration at Schneider Associates, who discussed what drives consumers to try, and to buy, products.
- Reid analyzed the subconscious and emotional drivers of behavior, claiming that emotional connections, targeted campaigns, and prediction of behavioral actions are key factors in consumer buying habits.
- Martelli addressed the impact that social media has on a product launch. He claimed that with behavioral science, the issue was understanding what consumers do not express; but with social media, it is utilizing the information that consumers do share. Martelli points to urgency of a launch, engagement with the audience, and the presence of up-to-date media and information
The combination of behavioral analytics and social media allows for a winning campaign for new launches. The understanding of both aspects of new product launches can make or break a new product.
On Thursday Oct. 24, 2013, Katelyn Thompson, Senior Media Planner/Buyer, Conover Tuttle Pace spoke to our Chapter about media buying. We’ve heard about it, we know it’s essential to mass communication, but what exactly is media buying?
What happens to an advertisement after it is created? How does it go from the designer’s desk to a magazine page? How does a television commercial go from the editing room to the television screen? The answer: media buying.
Creative makes an awesome advertisement. The client is happy and everything is great, but now that ad has to go somewhere where people will see it. That’s where media buying comes in. Media buyers work within the client’s budget to purchase the actual spaces in which advertisements are placed – in the digital, video, and print spaces. If it is a television advertisement, the media buyer purchases airtime. If it is a print advertisement, the media buyer purchases space in a newspaper or magazine. If it is a digital advertisement, the media buyer purchases banner ads on websites or promotes a Facebook post.
Media buying seems like a fairly straightforward process, however, there are some things to keep in mind. It is important for media buyers to:
- Be aware of trends. Digital has become increasingly more popular than traditional print advertising. Which medium best suites the client’s needs?
- Understand what is out there. Media buying extends far beyond spots on television and in newspapers. New technology and social media afford options that have never before been available.
- Know the audience. Maybe you don’t need the largest possible audience to see your ad, just an audience that is the most interested in your product or service – Who wants to see it? Where will these people be? These are important questions to ask when looking into spaces.
Thompson’s advice for students interested in media buying:
- Research digital space—it’s a fast growing area. Be aware of how it is changing.
- Learn how to use third party research. The more you can understand about the media and your audiences, the better.
- Be comfortable speaking publically and presenting your ideas. There’s a lot of interaction with clients and vendors—know how to talk to them.