TABLE OF CONTENTS About Katelin Resume Press Releases Media Lists Fact Sheet Social Media Calendar Blog Posts PR Plan & Communication Audit Op-Ed

Transcription

1

2 TABLE OF CONTENTS About Katelin 4 Resume 6-7 Press Releases 9-12 Media Lists 14 Fact Sheet 16 Social Media Calendar 18 Blog Posts PR Plan & Communication Audit Op-Ed 39 Research Paper Script Memo Dallas Stars

3 ABOUT Katelin 3

4 Katelin Brekken I am a senior public relations student at the University of North Texas. I will graduate this coming Spring 2019 with a degree in Public Relations and a minor in social sciences. Why public relations? I love working to serve an organization bigger than just myself. On the surface, PR seems like makings sure everything looks good and doing damage control when something happens, but studying more about the profession, public relations is so much more. I love that I get to form meaningful relationships with coworkers and assist them in putting their best foot forward. I believe I would be an asset to a company in need of vibrancies, enthusiasm and organization. My favorite quality about myself is the intensity of my commitment to bring ideas to fruition. Since December 2016, I have been in and out of the press box for the Dallas Stars. I also have experience as a statistics reporter for the Dallas Morning News. From January to April 2019, I will be working in the Stars' communications department as an intern. My desired career field is sports, but I have passion and drive toward public relations for a nonprofit organization. 4

5 Resume 5

6 Katelin Brekken Marietta Street Denton, TX CORE COMPETENCIES Media Writing News Writing Strategic Social Media Fundamentals of Public Relations Public Relations Account Planning Web Design TECHNICAL SKILLS AP Style Proficiency in Adobe Creative Software HTML/CSS News Writing Interviewing Public Speaking EDUCATION Bachelor of Arts in Public Relations Minor in Sociology University of North Texas PROFESSIONAL SKILLS, LEADERSHIP, ACTIVITIES, AND HONORS Dallas Stars Communications Intern Aided communications department in all aspects of the organization including corporate partnerships, ticket sales, community outreach programs, the Dallas Stars Foundation, and hockey operations. Chi Omega Marketing Committee Reorganized and ran social media accounts for sorority Delegated work for special projects Fansided s Blackout Dallas Contributed to publication Reported at Dallas Stars games, wrote game reports and live-tweeted on certified Twitter account The Hockey Writers Contributed to publication Dallas Morning News Reported play-by-play data to the Dallas Morning News Website. Covers high school football Denton Freedom House Rebranded social media and ran public relations for a non-profit organization EMPLOYMENT HISTORY White Chapel United Methodist Church Marketing Intern Served as an intern for the church s marketing department Edited and contributed to the bi-weekly newspaper 6

7 Dallas Morning News Skimmer for high school football Report detailed statistics and game summaries College Preparation Tutor ACT/ SAT test courses for classes of one to eight students (math, science, writing and reading) REFERENCES Mark Stepneski, Stars Inside Edge, Ralph Strangis, Dallas Stars Play-by-Play Announcer, Shane Bybee, Bybee College Prep, Scott Burnside, The Athletic, Joshua Friemel, Dallas Morning News,

8 Press Releases 8

9 Katelin Brekken 1355 Province Lane Brookview, Texas (817) FOR IMMEDIATE RELEASE Brookview Animal Shelter to host its 14 th annual Pet Day Brookview, Texas, January 15, Why we are ranked among the best animal shelters in the state.? Come experience the City of Brookview Animal Shelter s fourteenth annual Pet Day, which encourages families to adopt a new loved one. On this day, the animal shelter happily waves all adoption fees and includes a $20 gift certificate to PetWorld in order to get goodies for the new animal. This event will take place on February 1, 2019 in the Brookview Town Center Park, located at 1515 Cityline Drive. This event is family friendly, and people of all ages are encouraged to join in the fun. Animal Shelter Director Mary Sais added that she has worked many hours in preparation to the event. Personally, this is my favorite event of the year, Sais said. We try very hard to make it fun but also educational to the families and people who attend so that they might seriously consider adopting one of our precious animals. This year s Pet Day includes a pet adoption photo booth for those who choose to bring a new loved one home. Also among the festivities include, for the first time, a dunk-the-mayor booth and a chance to learn more about pet safety. Brookview mayor Alex Pemberly adds how he is excited to join in the festivities. When I first was elected, it was clear to me that I wanted to be a part of the organization, Pemberly said. I have spend my life in Brookview, and was eager to bring more attention to this wonderful and fun day. My family and I have come to this event each time for the last five years, and it is a great feeling to be able to support it this year in such a fun and interactive way. (Families play with dogs at Pet Day 2018, located at Brookview Town Center Park.) 9

10 The Brookview Animal Shelter seeks to care for animals in transition to new families in the City of Brookview. The shelter was founded in 2006 to educate and aid the city of Brookview in proper animal adoption practices. Since its opening, the shelter has had over 5,000 animals adopted, ranking it among the top shelters in the state of Texas. #### Pet Day 2019 will take place from 11:30 a.m.- 3:00 p.m. on Saturday, February 1, This family-friendly event is held at Brookview Town Center Park. For volunteer or event information, please visit or contact Katelin Brekken at

11 January 15, 2019 For immediate release: MEDIA ALERT Brookview Animal Shelter to host its 14 th annual Pet Day What: Brookview, Texas, January 15, The City of Brookview Animal Shelter is proud to announce its fourteenth annual Pet Day, which encourages families to adopt a new loved one. On this day, the animal shelter happily waves all adoption fees and includes a $20 gift certificate to PetWorld in order to get goodies for the new animal. Who: City of Brookview Animal Shelter Why: The Brookview Animal Shelter seeks to care for animals in transition to new families in the City of Brookview Who should attend: Faniles or pet lovers of all ages When: Thursday, February 1, Where: Brookview Town Center Park, located at 1515 Cityline Drive., Brookview, Texas, Media Contact: Katelin Brekken 1355 Province Lane Brookview, Texas (817) katelinbrekken@my.unt.edu TWEETS: 1. Don t forget to mark your calendars for our 14 th annual Pet Day. This year will be in Town Center Park! Our favorite spot! #petday2019 #brookviewanimalshelter 2. Who wants to dunk Mayor Pemberly? We do! Be sure to attend Pet Day 2019! #petday2019 #brookviewanimalshelter 3. Our favorite day of the year is finally here! Grab your friends and families and come on out to Town Center Park on February 1 st! #petday2019 #brookviewanimalshelter 4. WE LOVE ANIMALS!! Are you curious to know more about how to best care for your best friend? Join us for Pet Day 2019! #petday2019 #brookviewanimalshelter 5. Did you know we helped over 5,000 animals find their forever homes? We re pretty good at what we do. Come to Pet Day 2019 to be paired with your new best friend! #petday2019 #brookviewanimalshelter 11

12 12

13 Media List 13

14 Denton Freedom House Gala Awareness Name, Publication Contact info Benefits of contact Cheryll Hall, Dallas Morning News Reporter for businessrelated news. Experience in reporting. Lucinda Breeding, Denton Record Chronicle (940) Local exposure, might spread awareness. Richard Ray, Fox 4 Richard.ray@foxtv.com Denton-friendly news anchor for Fox 4. Deborah Ferguson deborah.ferguson@nbcuni.com Anchor for DFW s NBCaffiliate. 14

15 Fact Sheet 15

16 16

17 Social Media Calendar 17

18 18

19 Blog Posts 19

20 PR isn t all #hashtags and sponsorships What public relations is and why you should care By: Katelin Brekken January 22, 2019 A question we public relations students hear a lot is, so what is public relations anyway? To be completely honest, it s taken time to understand what the professional work actually is. Public relations includes a whole bunch of things, from media relations, to community relations, to whatever organization you re representing, and then so many other factors. But, alas, I m here to tell you why you should give a crap about what public relations is. Throwing it all the way back to 1923 Edward Bernays is crowned as the father of public relations. Bernays created the idea of public relations in New York City, and called himself a public relations counsel. He was kin to psychologist Sigmund Freud, whose work influenced Edward Bernays creation of public relations. What s intruiging about that is that when public relations was created, it was targeted to make audiences believe that they needed whatever Bernays client was advertising. Now, with the growth of social media, public relations could be anything from #ad to paid sponsorships. The age of influencers on social media and amount of different kinds of celebrities across the fields of it. Public relations an entirely different animal than it was originally created to be. Why is it valuable. In the past, it s been said that nothing kills that product faster then good advertising. Public relations valuable because it allows your client and your brand to have good relations with the community and clients that you re trying to say. Without good public relations people might not even know that your company exists, and with bad ones, it s very evident to your clients that you don t know how to relate to real people. 20

21 Public relations can also have to do with personal brands. For the many aspiring social media influencers, their lack of good public relations will likely be the demise of their dream. If you think about it, how can there be a launch if there is no launch pad? What about a real life example? Twitter is a great way for companies to talk directly to customers. Sure, Wendy s has it great Twitter presence. It allows their brand to have unique voice and they are able to stand out from competitors. When you consider how important public relations is to the company, it seems like a whole lot more than just hashtags and sponsorships. With it you can rise to the top of any market, but without it you may never even get off of the ground. It s important to understand that good branding in good marketing, and even good communication skills are vital to the life of a company. Sources:

22 Outstanding professional teaches the importance of resilience in the workforce A class at the University of North Texas was visited by public relations consultant Renee Cossman, who lectured on the importance of resilience and creativity. By Katelin Brekken I m a senior in college- not many speakers resonate with me, but this woman did. Cossman visted a public relations classroom Tuesday to touch on, what she believes to be the most important aspects of the professional world. She certainly has the credentials. After working three of the top public relations firms in the world, Cossman has made the craft her own, and now individually consults with her clients. Directions with heart As a mother, her desire to guide and mentor students pours into her passion for public relations. Cossman poses in front of classroom. Really start doing some damage control, Cossman said. Review your timelines, control your tagging and make sure that your social media is where it needs to be. The Iowa State University graduate also noted that aspiring professionals need to get their foot in the door and push their way in. Cossman also warned students about the dangers of pigeonholing themselves. A few notable characteristics of a PR professional Her lecture ended with 10 key characteristics that the growing professional should have: Flexibility, meticulous learning, researcher, sees the big picture, builds relationships, knowledgeable, strong writer, honest, detail-oriented, and has thick skin. After finding the list online, Cossman felt that she wanted her parting words to affirm the eager ears of her audience. Cossman references Plank s 10 most notable traits. 22

23 In the end Cossman has successful professional career but stresses the importance of smelling the roses along the way. From her lecture, I will take away the devotion to her work and dedicate myself to putting my best foot forward. Katelin is a senior public relations student at the University of North Texas. She studied journalism at the University of Missouri for two year before transferring back to her home state in Her passion is talking to audiences and telling their stories. In her future, she hopes to pursue a career in sports public relations. Sources: Cossman, Renee. January 29, notable traits of a talented PR professional. 23

24 Media Relations. What the heck is that? By Katelin Brekken There are unique positions within public relations? As a matter of fact, yes, there are. A successful public relations group is a well-oiled machine; each intricate part is just as important to work and function correctly to get things done. Media relations is one of the big ones, so I m going to give it some time in the spotlight. PEOPLE POWERED BRAND: EARNED MEDIA Simply put, it s what others say about your brand. This makeor-break type of publicity can be the deciding factor in whether your brand soars to success, or not, and it never gets off of the ground. According to CEO of 5MetaCom, a popular B2B marketing agency, earned media can include anything from media publications, other businesses, colleagues, or even past and prospective clients talking to one another about your brand. As a media relations professional, it is imperative that the: 1. Mission of the campaign 2. Desired audience, and 3. Current state of affairs of and around the company be completely understood. Media relations professionals have an opportunity to frame how their brand looks from the public eye. It is important to understand how the public may take to the brand. Knowing the brand s objectives is key when making initial contact with the media. In order to make a connection with the media, press releases are a great example of how the media relations professionals might make contact with local media. PRESS RELEASES Press releases do not have to be pages long; they can be short and sweet (given that the correct information is written in the release). They are fabulous ways to let the public know about your brand, what your objectives are, and most importantly, why they should care. 24

25 Understanding that the press release is the first contact that the public will make with your product is important. If the release rubs someone the wrong way, their impression of your brand could be spoiled before it even comes to fruition. WHY DOES THIS POSITION MATTER? Media relations professionals matter. It is their duty to assuage the needs of the media and to supply the public with any kind of information that they might need to understand a brand. From sports to astrophysics, media relations professionals across the board have a job to provide the public with accurate, truthful and timely information. About the author Katelin is a senior public relations student at the University of North Texas. She studied journalism at the University of Missouri for two year before transferring back to her home state in Her passion is talking to audiences and telling their stories. In her future, she hopes to pursue a career in sports public relations. When she is not writing or working at her internship, Katelin s hobbies include running, spending time with friends and family, and playing her ukulele. 25

26 The World s Most Interesting Sport How public relations professionals integrate their work into the ever-evolving world of sports. By Katelin Brekken Watching professional sports can be it s own pastime, really. To do so, the fan must understand rules, positions, and the overall concept of the team. Some sports fans take things to a whole new level; they incorporate fantasy statistics into the mix. So where do public relations come in? Public relations is the glue that holds the team together For a typical sports team, there are four big positions: 1. Vice President of Communication 2. Player Relations 3. Corporate Communications 4. Media Relations Each of the positions operates to assist the executive team staff, players, other team professionals, such as promotions or philanthropy, and most importantly the public that the team appeals to. Professionals can make anything from press release, news clips, media guides, media advisories, or even distribute fan mail. Their job encompasses serving the team and those they play for. Good function is everything Whenever a rule changes, a player is traded, or if someone berates a team member, it is the duty of the public relations professional to make the sports team look as put together as possible. Sometimes, it is more difficult than others, but in the end, it affects sponsorships, game attendance, or even if the team exists at all. Personally, sports public relations has affected almost every area of my personal life. From shaping my academics to how I hold myself professionally, public 26

27 relations in sports takes adept ability to function in high-stress and fast-paced environments. Hours are long and tiring, but when the public relations functions as it should, it is a whole lot of fun. A Brief How-to: To take off in the professional world, a professional must understand the premise of the sport they work for. They do not need a strong background in it, but an understanding of the lingo and rules of the game is a definite plus. Most public relations professionals have some sort of writing background with a sports publication. Professional writing looks great on a resumes, and it is a quick way to immerse a professional into the sports world- and fast. Afterwards, look towards an internship with a team, any team. The professional sports resume looks a lot like building a foundation in the sports world and climbing up to the top. It is pretty competitive, but with the right mindset and drive, it is very possible to make it in the public relations world. About Katelin Brekken Katelin is a senior public relations student at the University of North Texas. She studied journalism at the University of Missouri for two year before transferring back to her home state in Her passion is talking to audiences and telling their stories. In her future, she hopes to pursue a career in sports public relations. When she is not writing or working at her internship, Katelin s hobbies include running, spending time with friends and family, and playing her ukulele. 27

28 PR Plan & Comm. Audit 28

29 PR PLAN 2019 Katelin Brekken 29

30 Part one - Overall Goal and Objectives Goal: Denton Freedom House will focus on increasing communication effectiveness to boost brand awareness and accessibility for the Denton County area. 1. Objective o Increase awareness of DFH s monthly luncheon by 7 attendees each month, starting Q1. Strategy o Use monthly luncheon to increase community visibility Tactics o Create a universal social media design to increase familiarity o Promote luncheon on organized Instagram, Facebook and Twitter accounts o Prepare community leaders list o Reach out to 15 community influencers 2. Objective o To increase traffic to DFH s website by donors by 5% each Q, to be measured by SEO. Strategy o Use social media to redirect to website Tactics o Biweekly relevant articles o Create specialized monthly blog posts, publish, and share on social media o Share short clips on social media, full video on website. 3. Objective o Establish donor recognition feedback channels to increase contribution revenue by 4% (create embedded donation link). Strategy o Appeal to potential and existing donors Tactics o Incentive programs o donor spotlight in letter o Reports of contribution usage o Testimonials of individuals served 4. Objective o Increase social media following by 10% each Q Strategy o Consistent social media usage on all platforms Tactics o Create educational content to post on Facebook weekly 30

31 o Target potential donors on Instagram and Twitter with flashy banners and videos o Urge followers to follow all social media platforms 5. Objective o Increase visitors to Zera coffee shop 10% each Q Strategy o Create and send media packets to local news publications Tactics o Materialize campaign delineating the purpose of Zera o Write media releases and pitch to local publications o Invite local social media influencers to event at Zera 6. Objective o Fill fifteen additional tables at the fundraising gala by Jan. 31. Strategy o Calculate new donation goal based on new attendees Tactics o Send media kits out before Jan. 10, 2019 with confirmed date, time, and location of gala o Reach out to Robson Ranch to appeal to unique public o Secure guest emcee for event o Set donation goal 7. Objective o Save 15% of donations per Q to budget for new driveway, starting Q1 Strategy o Make accessibly to DFH easier Tactics o Delineate budgeting and donation usage o Calculate cost for paving a driveway o Write a statement why it s needed and how it will help DFH 8. Objective o Build relationships with 3 local businesses per Q for endorsements or sponsorships Strategy o Reach out to new audiences and increase local business backing Tactics o Partner with one business a month to do service with and giveback nights o Contact 5 businesses during each month to solidify monthly partnerships o Provide bags of coffee for each business 9. Objective o Increase exposure of service campaigns for DFH services, to maximize public awareness per month 31

32 Strategy o Create projects for DFH residents to serve Tactics o Reach out to large businesses who need aid with manual labor o Communicate importance of service projects to community o Contact local police department in preparation for emergency 10. Objective o Add 1 new event to each Q, starting Q1, for community interaction Strategy o Entertain and provide Denton area residents with better vision of DFH Tactics o Research most-attended events in the Denton area o Plan an interactive event calendar for the entire year, with backups in case of cancellation o Begin advertising one month before each event, with posts every day of the last week leading up to the day of the event o Create year recap video at the end of Q4 to inspire continual community involvement 32

33 Part Two - Communications Audit and Competitive Analysis Freedom for the captive, one man at a time Denton Freedom House, a nonprofit organization, reaches out to the North Texas area to offer rehabilitative services. Its main office is located in Aubrey, Texas. Intended trend: Audiences a. Religious organizations and rehabilitation b. financial and appliance owners, c. volunteers, men in need to rehabilitation from drug or alcohol abuse, d. religious communities, e. families in need of assistance with individuals. Mission is to liberate broken men from their bondage of sin and addiction by the transforming power of the Gospel of Jesus Christ and to equip them to become prosperous disciples of Christ with Kingdom vision, purpose and direction. Main event is the annual fundraising gala, f. Takes place during the spring of each year. It has some promotion on social media but focus more on gaining immediate volunteers for their typical dayto-day needs. The fundraising gala is promoted a month out of the event date. Public relations elements No public press release, social media outlets include Facebook, Instagram, and Twitter. DFH also appears on GuideStar. Appropriate contact information appears on each platform. g. Facebook followers-1,666 members. h. Instagram- 379 followers and 144 posts. Posting frequency is spiritic. i. Twitter- 17 followers and 17 tweets. j. GuideStar provides detailed financial information from fiscal years 2016, 2015, and Profile includes program information and director contact addresses. **Denton Freedom House would benefit from a regular post frequency on social media platforms. Consistency is key when creating a campaign for people to follow. Media kit, press releases, and other official documentation from the organization increases credibility** 33

34 Earned media: k. North Texas Daily: Men find freedom from their addictions through Denton Freedom House ministry 2 September A local student-written news paper picked up a story on the Denton Freedom House. This featured story presented the ministry and its mission. l. Denton Record Chronicle: Ex-major leaguer turned minister speaks to group about his life change 25 September Denton Record Chronicle shows a story of redemption for a former resident of the Denton Freedom House. Competitive Analysis: North Texas Rehabilitation Center: Center /F Summary: As listed above, the Denton Freedom House is covered very sparsely. After conducting competitive analyses, other like-nonprofit organizations gain more media attention due to their cohesive social media campaigns. 34

35 Part Three- SWOT Analysis/ Insights: Strengths - Not many competitors in the same market and have the same approach to bringing money into the organization. DFH will be able to capitalize off of the fact that they are unique, and their chosen promotional idea will be set the standard. Correct control of the market gives DFH a steady upper-hand. - The DFH ministry is very strong in the North Texas community. It s beneficiary, Zera Coffee, brings in decent profits for the nonprofit. Weaknesses - Social media is not cohesive. - Attempt a more cohesive social media trend. - Create a brand logo and slogan and continue to promote it. - DFH does not have a consistent presence on social media. The ministry would benefit from a consistent campaign and correct promotions Opportunities - The Denton area does not have another organization like the Denton Freedom House. Good social media accounts can properly address the organization s presence. - Unique ministry and connection to community allows the DFH to create relationships with members of all different social communicates. Threats - Salvation army - Local rehabilitation centers - Other homeless/rehab communities. The DFH has a unique religious audience, but if they were to lose that, they would fall into competition with the Salvation army and other local homeless shelters. 35

36 Part Four- 10 Insights for Growth: 1. The DFH website has far too many pages and tab than necessary. They would benefit from combining and refining information so that their mission and processes are clear to visitors. As soon as possible, the DFH staff should discuss the most important points to advertise and organize the website. 2. DFH s reputation would gain positive traction if the public understood the work that their graduates do to change their lives. A 10-day social media campaign highlighting who DFH is and what they do can be a great way for the public to visualize what the DFH process is. 3. The Denton Freedom House exists to rehabilitate men from their abusive relationships with alcohol, drugs, and/ or have been homeless for any period of time. Although their mission is to help men who have fallen victim, by creating a PSA for YouTube about effects of drug/ alcohol abuse, DFH will be able to warn the public about what might happen. If a viewer feels called to the DFH, whether or not in a residential manner, a PSA will put DFH in the viewer s mind when it comes to rehabilitation. 4. There are many misconceptions about rehabilitation. The Denton Freedom House has a poor presence on Twitter. Tweets are sporadically posted and do not give followers up-to-date information. DFH would benefits from a Twitter thread discussing common myths about rehabilitation. This will humanize their mission. 5. DFH does not run without donations, so a social media campaign featuring banners about how to donate, volunteer, or nominate someone to be admitted would be beneficial in drawing the public eye towards DFH. 6. An easy way for the DFH logo to be distributed can be merchandise. Zera Coffee, DFH s beneficiary, can offer a free DFH t-shirt for customers to wear in public to advertise their mission. 7. The Denton Freedom House s monthly luncheon is advertised only on their Instagram and blog account; both of which are virtually untraceable without knowing how to find them. The monthly luncheon is a great way to learn about 36

37 the organization and how to be involved, so in order to increase traffic each month, DFH would benefit from creating more informative advertisements about monthly luncheons at Zera coffee. 8. DFH s reputation would gain positive traction if the public understood the work that their graduates do to change their lives. A 10-day social media campaign highlighting who DFH is and what they do can be a great way for the public to visualize what the DFH process is. 9. DFH s history is rich. The organization would benefit from an unique depiction of their history. YouTube timeline to display the history and future goals of DFH. 10. When audiences become confused, or if questions arise, DFH would boost interactivity with the public if they considered a Twitter Q/A about events audiences would like to be involved with. This would allow specific questions to be answered, as well as begin a page on their webpage for FAQ s. 37

38 Op-ED 38

39 Millennials: Why You Need Us in the Workplace While a minority of the generation may hold true to generational stereotypes, Millennials have many qualities that make them an asset to any workplace. Many older generations like to refer to us millennials as snowflakes, but I like to think that I m different. I was discriminated in my first workplace because I showed up the first day in a pink blazer from Banana Republic. I thought it was cute; it was a tasteful, yet stylish article of clothing, that I thought reflected my personality. Well, instead of starting conversation, the blazer kind of had an adverse effect. It took most of my coworkers six months to learn my name. You can t understand it until it happens to you. If the millennial generation needed to be summed up into one quote, it would be this one. Each person has his or her own unique story, telling the accounts of heartbreak and ostracism because of some outlying quality the individual has. So, maybe, I was learning how to provide my new workplace with a new style, figurately and literally. Millennials bring an entrepreneurial mindset to the workplace. They like to have their cake and eat it, too. While professional mannerisms have changed over time, millennials display certain qualities that make them excellent workers. Technology blossomed throughout the childhood of their generation, making them techsavvy assets to the office. They are compassionate, progressive, and confident in what they do, which is extremely beneficial to business in the modern era. Despite common misconceptions, being opinionated is not the worst quality to have. Millennials are extremely loyal to what they believe in and will pursue what they believe to be the best outcome. They shoot for the stars, and chase after their goals relentlessly. They are the workers who are likely to come early and stay late. They are keen to collaborative projects and are taught work in high-pressure environments. Millennials, not to mention, like to have fun at work, too. Millennials really aren t as bad as we are made out to be. We are go-getters, trailblazers, hard workers, and trend setters, believe me, we have ideas to offer. Now, my pink blazer doesn t stick out like a sore thumb. My coworkers have adopted new fashion to reflect their unique styles, too. Katelin Brekken is a public relations professional, who studied at the University of North Texas. She has worked with the Dallas Stars NHL hockey team since December 2016 and worked with local Denton nonprofit organizations to reinvent themselves on social media. She graduates in May with a minor in sociology. 39

40 Research paper 40

41 The Influence of Online Reviews Katelin Brekken University of North Texas December 7,

42 Abstract: Throughout the semester, our research group has been studying and learning about the influence of online reviews. Our research was inspired by the expanding influence of the Internet, specifically on social media platforms. The growth of the Internet brings users together whether they are states or continents away from one another. Our goal was to learn what makes one review more credible than the next. The research questioned the presence of the reviewer, the length of the review, the number of reviews, or the actual influence a review might have. In order to do so, we read articles, surveyed people around us, and formatted interviews to gain the most effective information possible. After completing our research process, we found that the more prominent the influencer, the more credible the online review. This paper reflects the steps taken in order to collect research data. 42

43 43

44 4. The Internet is growing. As more new technology comes to fruition, it is easier now more than ever to find a product or service. For any question, an answer is readily available. the influence of WOM (Word of Mouth) and E-WOM, its electronic counterpart, has become a highly trusted resource for consumers to make decisions on a product or service (Askalidis, Kim and Malthouse, 2017). After further inquiry, it was found that timeliness and helpfulness of reviews have a large impact on which ones are suggested to those researching for online suggestions (Askalidis, Kim and Malthouse, 2017). This was interesting to those of us in search of information pertaining to the credibility of online reviews. Our goal was to find what were some of the qualities that made one online better than the next. Length of reviews had no positive trends, meaning the longer reviews were not any more important than the shorter ones.the most respected reviews are those posted earliest and those that seem to deviate from the retailer/ manufacturer s prompts. (Askalidis, Kim and Malthouse, 2017). What was so interesting about the concept of online reviews was the team-like aspect of the reviewing process. There are four key components of the Diffusion of Innovation that work together to contribute to the diffusion process: the innovation itself (occasionally referred to as "the news"), communication (how the news spreads), a social system (the network throughout which the news spreads) and time (speed of news spreading). These components work together determining the ultimate success or failure of an idea or new product spreading throughout a network impacting whether or not the innovation will be adopted (Girardi, Chiagouris 2018). When someone read a review and agreed with it, it appeared that they were more likely to participate in the review process as well. There are more prominent reviewers on the Internet. If a popular social media influencer says something about a product, service, or person, their followers are going to agree with the 44

45 influencer s stance. In order to avoid the new product failing, marketers can communicate and adjust their plans to avoid the diffusion of their entrance to the market (Girardi, Chiagouris, 2018). Brands with an online presence are incorporating social media analysts to ensure that their brand is crossing over to the digital world efficiently, and engaging its consumers. Electronic word-of-mouth allows, encouraged by a brands presence by transfer of power, allows companies to better understand their audience by tapping into their conversations online about the product or service (Tahna, 2018). Participation of customers has been noted as a highly influential act, as consumers are able to connect virtually, enabling the sharing of ideas and concepts almost instantaneously (Elmore, 2009). The stories of brands are now vital parts of marketing that make consumers the authors (Tahna, 2018). Brands must pay attention to the news surrounding their brand so that they can control their imaging, because if not then customers will take their disappoint online which can ruin a brand s image (Fortune, 2015). Distinguishing which online reviews are more credible than others has become a difficult process in the modern marketplace (Henshell, 2015). When exposing the true motivations behind a review, distinguishing the credibility of the author and the knowledge base they have is an important factor (Henshell, 2015). 45

46 Sources Askalidis, G. Kim, S. J., Malthouse, E. (2017). Understanding and overcoming biases in online review systems. Decision Support Systems, 97, Girardi, P., Chiagouris, L., (2018). The digital marketplace: early adopters have changed. Journal of Marketing Development and Competitiveness, 12(1), Henshell, J. (2015). The credibility of online reviews. Journal of Information Ethics, 24 (1), Tanha, Masrura Ahmed. International Journal of Management Research and Reviews; Meerut Vol. 8, Iss. 6, (Jun 2018):

47 5. Interview Questions 1. When researching a product, are you more likely to listen to WOM reviews, or do you go to the internet and why? 2. What are some examples of mediums that you would use for researching a product or service? 3. How important to your research process are time and quality? Give some examples of how you research a product. 4. What are a few examples of comments that deter you away from or bring you towards a product? 5. If a good product has bad reviews, how likely are you to pay mind to them? Why? 6. How do you define a good review vs a bad review? 7. If your peer or a close relative has a service or product that you do not like, how likely are you to write an honest review? 8. Say that you purchase or hire a service and come across positive/negative reviews about it. Are you more likely to switch to a better product or stay with the one you initially invested in? Why? 9. After purchasing a product or using a service, in which cases are you most likely to leave positive or negative reviews? 10. How would you refer a product or service to a peer or relative? 11. How do word-of-mouth reviews impact your product purchases? 12. Tell me about an instance in which you went to social media for customer reviews. 47

48 6.) Thematic Analysis Amazon is an online marketplace that offers millions of diverse products that ship worldwide. Users are able to compare different products and leave reviews based on their experiences with the product or supplier. For the experiment, I looked up four unique products to view what consumers thought about their experience and gathered a synopsis of 25 reviews of each product. For my involvement in this experiment, I am becoming a complete observer, as detailed by Gold Typography. My first product was a white freshwater cultured pearl necklace. Overall, the supplier had a rating of five stars. Many of their reviews praised the supplier s product. Extremely happy with these pearls! I am very particular about pearls and these were super high quality. However, some were quite critical, stating that Box was completely smashed. The pearls were so small they don t appear to be real. And I have to pay to return ship it... not my fault. Don t waste your time or money. Out of 1,803 customer reviews, 89% we five stars while only 1% were one-star reviews. My second product was an advertisement for Little Women: LA on Amazon Prime. The television program originally aired on Lifetime, but after Prime started streaming the show, customers are able to watch it wherever. Reviews for the show were intriguing. Many people enjoyed watching the drama of the reality show, but some of the bad reviews are comical. I have tried to watch this show but get SO sick of all the fighting and backstabbing!! It never stops! I have read the other reviews and just DO NOT understand! I was recording this show and quit recording it because I have never seen such dysfunctional friendships in my life! Not sure how anyone can tolerate all these hurt feelings and total Bit*&ness that this show has! Out of 42 online reviews, 66% were positive, while 34% were negative. 48

49 My next product was a dragon costume for an infant child. This product is a Halloween costume for a child, so the online reviews were most likely written by parents who bought the product for their family. Out of 67 reviews, 93 percent were five stars and 7 percent were four stars. Parents wrote that they would indeed recommend the product to someone else looking for a similar product. The final product that I searched was NYX professional makeup setting spray. It is used for elongating the wear of makeup throughout the day. This spray leaves a matte finish on the user s face, making this product appealing to beauty product users. 3,231 customers reviewed this product, leaving it an average of 4.1 stars out of 5. Many of the positive reviews raved about its low price and high-quality experience. Lower reviews stated that their oily skin did not benefit from using this product. My conclusion would be that different skin types affect the effectiveness of this product. Online reviews vary from product to product, which is why I chose four very different products to survey. Being the complete observer, I was able to see how consumers reacted to the product and why they liked or disliked the results. This is beneficial to the goal of our research product because I was able to obtain primary evidence of how people leave online reviews. 49

50 7.) Survey Questions I. When researching a product, are you more likely to listen to WOM reviews, or do you go to the Internet? A. WOM: Absolutely not, not likely, indifferent, it depends, absolutely B. Internet: Absolutely not, not likely, indifferent, it depends, absolutely II. What are some examples of mediums that you would use for researching a product or service? A. YouTube, B. Facebook, C. Instagram, D. Twitter, E. Netflix/Hulu, F. Other III. How important to your research process are time and quality? IV. What are a few examples of comments that deter you away from or bring you towards a product? V. If a good product has bad reviews, how likely are you to pay mind to them? A. 1- Not likely at all, 10- Extremely likely VI. How do you define a good review versus a bad review? VII. If your peer of a close relative has a product or service that you do not like, how likely are you to write an honest review? VIII. Say that you purchase or hire a service and come across positive/negative reviews about it. Are you more likely to switch to a different product or service? IX. After purchasing a product or using a service, in which cases are you most likely to leave a review? X. How would you refer a product or service to a peer or relative? A. Youtube B. Facebook C. Instagram D. Twitter E. Other XI. What gender do you identify as? XII. What age range are you in? XIII. Do you have a disposable income to support impulse purchases? 8. Data Analysis 50

51 51

52 9.) For future reference, I would advise that the researcher would involve themselves as either a complete participant or a participant as observer. I found that these two were the most effective ways to collect data on people as they shop. While walking around the mall, it was very interesting to witness the process in which people purchased certain products. Some would pick products off of the shelves immediately, while others would consider which brand they wanted to purchase. This is where we were able to watch how brand equity and the usage of online reviews came as a resource that consumers use when purchasing a product. Those who chose to consider purchasing one or two products often times took out their phone to research what others had to say about the product itself. A limitation of being an observer was the inability to hear the consumer s decision-making process. When other researchers plan to conduct this same experiment, I would advise that the consumers take note of what they consider while purchasing a few products. A focus group may come as a decent option, but the group could risk the fear of leaving out certain pieces of vital information. Humans, by nature, are going to hold true to what they believe, even if they do not voice their thoughts. Monitoring a group s Internet searches would also be a viable option for collecting data. The researcher would have the ability to track where the user spent time, what they wrote or watched, and have detailed data of the user s search process. A good decision post-computer usage would be to conduct a survey to collect any final thoughts that the user may have had while browsing the Internet. Overall, the results of this experiment allowed us to assume a final result: online reviews have a greater impact on consumers depending on the platform, assumed credibility, and reliance on brand equity. 52

53 Script Memo 53

54 Katelin Brekken Professor Keller JOUR 3420 Agenda Lunch will be provided by the university, who will transport food the event location (1100 Malone Street, Denton Texas, 76251). Free parking is available on-site. Due to multiple scheduling conflicts, the business seminary will be located a mile off of the university's Denton campus at 1100 Malone Street. Transportation may be accommodated for those in need of assistance. The University of North Texas Mayborn School of Journalism and UNT College of Business small business seminar will take place on Saturday, Oct. 27. The day will be jampacked with exciting and informative lectures by a group of speakers on a number of topics: public relations, the Denton Chamber of Commerce, tax laws, cloud storage, and computer business systems, and employee management. Each speaker will speak for 20 minutes, followed by a 15- minute question and answer session. There will be a 10-minute intermission between each speaker. For questions or more information, contact Katelin Brekken at Saturday, October 27, 2018 Start time to End time Start time to End time Start time to End time Start time to End time Start time to End time Task or Topic 8:00 a.m.- Registration and early arrival 9:45 a.m.- Seating and event introduction 10:00 a.m.- How businesses can use public relations 10:45 a.m.- Best practices in hiring and employee management 54

55 Start time to End time 11:30 a.m.- Benefits of joining the Denton Chamber of Commerce Start time to End time 12:15 p.m.- Lunch (provided) Start time to End time 1:15 p.m.- New tax laws Start time to End time 2:00 p.m.- Cloud storage for business computer systems Start time to End time 2:45 p.m.- Closing thoughts (Speaker panel) ddsdsstart time to End time 3:30 p.m.- Time to meet with speakers/ networking, departure. 55

56 Good morning, ladies and gentleman. I am so excited to have you here today. When I was offered the opportunity to speak in front of you today, I was psyched. Psyched can mean multiple things to multiple people. To some, it can mean being daunted, while to others (POINT TO SELF EXCITEDLY), it means excited. I love being able to talk to eager minds about something that I m passionate about, and in this case, it s implementing good, and basic, public relations concepts into your small business. By day, I am a public relations professor here at the University of North Texas, but by night, I am a parent to two teenagers. Basically, I am not afraid to look into the face of a disapproving audience and remaining patient and true to the goal of the decision. (MAKE A PAUSE) 56

57 Trust me, some days are harder than others. My goal for today is not to equip you to confront angsty teenagers but to show you that you can listen to the masses but still be true to your personal mission. You guys know that building a business from the ground up is difficult, and to many of us, our businesses are our babies. I join an amazing group of professionals here today (MOTION TO OTHER SPEAKERS) who are just as passionate to provide you with the inspiration to reach your business potential. I see each of you sitting here and see such a unique group of talents. With full confidence, I can say that each of your small businesses is reflections of your hard work and dedication. You are passionate about your niche- your stomping ground. (MAKE A PAUSE) For me, public relations is my stomping ground. The reason that I stand here today is that I can, and want to, offer something to help you grow your business. Apple started in a garage, so who can say that successful businesses need to start in a corporate setting? (MAKE A PAUSE) What I would like to help you with today is the fundamental part of public relations: teamwork and account planning. Customer interaction: what is good versus bad? I m surprised by how many people believe that their customer service is good, but the reality is quite different. Have you seen Kitchen Nightmares? Check this out. (SHOW FIRST MINUTE OF KITCHEN NIGHTMARES CLIP, credit Fox Network ) Believe it or not, one of the most humbling things to do as a public relations professional is to watch someone do it poorly and seeing if there are any similarities to my classroom. If there are any bad similarities, I am quick to fix them (PAUSE) and this is a really good example of the bad. Jokes aside, let s talk about the bad. After watching this clip, it s pretty obvious what went wrong, I mean would you call a dissatisfied client a weenie? I mean not to their face at least! No, I am totally kidding, we would never say that about a client under any circumstance. It is so important to realize who your audience is and also that you cannot please everyone all the time. And know that s okay. (EMPHASIZE, that s okay ) You are here because you are passionate about something, 57

58 so go full speed ahead. You might find yourself wondering, but where do I start? And that s where I can help. Here s the first step: How do you get people to use your service or to buy your product? (MAKE SMALL PAUSE) Promote GOOD business. There s a saying that I learned back when I was in school, and it still rings true today. NOTHING KILLS A BAD PRODUCT FASTER THAN GOOD ADVERTISING. Think about that. (PAUSE) If you draw attention to a product that isn t ready for market, good advertising is going to highlight its insufficiencies. Today, social media is going to be your best friend and worst enemy. I won t lie, there are many things that social media is, but let me tell you what it is not: it is not useless, it is not unreliable, and it most certainly is not something that your small business can live without. This is the modern day Yellow Pages. Remember those? Yeah, it feels like just yesterday I was taking one of those off of the shelves and flipping through just to find the phone number for pizza delivery. Take pizza delivery for example. If I want a pizza, I whip out my phone and find the service who has the most legitimate reputation and advertising. I won t order food from someone whose site does not gain my trust. That s the first part. Gain your audience's trust. A good website is the fastest way to do so. And if you re like me and need someone to show you how to be the most effective presence in your field- there are people who are willing to help. Accept help, sometimes we need it. I found this infographic- how s that for a fancy social media term- as I was researching how important first impressions are. This company is just one example of many who specialize in offering expertise to small businesses. Put your best foot forward, you re going to want to do things well. Let s talk about that- managing brand media well. I m talking about social media and the company website. What does it take to do that? When I think about social media presence, there are a few things that I strive for. I strive to be organized. If my audience were to open my webpage and see a jumble of information, they likely would not take interest in my business. Think about the first impression. You want to reel your audience in and keep them there. That s the difference- you want 58

59 to them to buy into what you re selling. Turn your audience into customers. Please them so that they see what you have to offer and want to come back. Strive to be open. I want you to consider a time where a business really screwed up a situation when the real problem could have been avoided. There s a lot; however, I want to bring your attention to one case in particular. Who is familiar with Groupon? I know I am. For those of you who don t know, Groupon is an e-marketplace- meaning on the internet- that offers subscribers coupons and exclusive discounts on products. If you ve never seen it, check it out. When the company was expanding to Japan, it had a hiccup. To quickly summarize the situation, Groupon advertised a small business that was unprepared for the amount of attention that it received. Around Japanese New Year, a small osechi (OH-SEH-KEY), which is a traditional food, business was prepared to create 50 orders after advertising with Groupon. What it ended up receiving was about 500 orders, and you can imagine how backed up things got. What I want to bring your attention to is the response that Groupon s CEO had. Andrew Mason, the CEO, issued an apology which addressed not only the situation but also those customers who were affected. What I find admirable about his apology is that he takes fault for launching something that was not ready to be launched. He does not blame the small business; he does not blame himself. Frankly, he does not blame anyone or anything in the situation; he simply takes responsibility for what happened. I want you to take this example and really think about the power that social media has on it. This occurred in Japan, but the entire world knew about it. This had the potential to take Groupon down for good, but it was handled in a controlled, open manner, and people forgave and forgot. I want you to be open when it comes to your business social media presence. If something happens, own up to it. We are human, things will happen, but prepare yourself and your media to gracefully deal with it. Something else to think about- patience. When things do not fall in our favor, how many of us have a tendency to become frustrated and close off? Don t raise your hand, I just want you to 59

60 consider that for a minute. If I stood here arms crossed and slouched over while trying to tell you about being open and patient, you probably would not want to take advice from me. I want you to take a moment to realize that everything you do is under a microscope. Getting your small business off the ground is a fine process- do not let a small mistake derail you. Have patience. So, who here wants to run their small business all by themselves? Or who would like some help? Who is going to help keep your business running? Employees! Without your employees backing your business, you re going to run into some deep issues. Talk about corroding from the inside, out. I know that you are going to learn all about management here in a few minutes, but I want to highlight the public relations aspect of things. Having authority over your employees- and/or customers- without empathy is like trying to drive a car with little gas. It will run on fumes, but it certainly will not get far without breaking down. Keep in mind that life happens, and your employees are people, too. If you hear nothing from today, hear this: BE EMPATHETIC WITH ALL OF YOUR PUBLICS. Whoever that is- customers, employees, window shoppers, or a person who stumbles across your webpage from across the world. Let it be known that you have a heart. It will make you credible. Remember what I said earlier about the pizza delivery? If I do not trust in the business, I will not order pizza from that service. Give your small business that chance. Believe you can. What can a small business do? A small business can create an atmosphere that many large franchises cannot. Your business brings personality to the area. You are unique, so do not try to act like something you are not. Here s a no-brainer for you: Know your business, inside and out. That sounds crazy, I know, but you would be awfully surprised at the number of business owners who do not know a single thing about their market or even the use of the product they are selling. Do not be that person. It would be an embarrassing mess if a customer asked you a question about your product and you, the expert, did not know how to answer it. Research, research, RESEARCH. Know what you re selling and who 60

61 you re selling it to. It will help you advertise, as well as create a good and steady reputation. Be passionate about your business. Success is going to take some time, but it is worth it. It has been such a great time being able to be here today. As I told you before, I am passionate about teaching entrepreneurs, such as yourselves, the ins and outs of public relations. Most business owners today focus on the monetary side of commerce, but the forget the most fundamental part of all- the people. My goal was to inspire you to think about ways that you can engage audiences with your small business. Think about social media, you guys. It s not such a scary place after all. Take advantage of what gifts we have and most of all, have fun. Thank you all. 61

62 Dallas Stars 62

63 63

64 Stargazing: These publications were sent out a day prior to a game. They aid executives, coaches, journalists, and other communication personnel with gameday preparation. 64