This winter term I took an advertising class called J460: Digital and Social Branding. It was taught by Dave Allen, a digital guru who currently works at NORTH brand agency in Portland. (You can read his blogs here!) For our final project in the class we have been assigned to write an essay or complete some other sort of creative project that demonstrates the breadth of knowledge we gained from the class. I have decided to write a blog post – a digital essay, of sorts – because it is fitting for a class based entirely around digital strategy and adapting to the ever-changing world of technology. This blog post will revolve around the doodles I drew during the class lectures.
Earlier this quarter we were assigned to conduct a social media audit and conversation analysis for a brand of our choice. Naturally, my group and I decided to choose Tillamook Cheese, based on the fact that we are all generally interested in consumer goods PR and wanted to help out a local brand. It just so happens that my dad, John Russell, is the Senior Director of Marketing for Tillamook, and I have worked with the marketing team before on some freelance projects. These connections allowed us to work directly with Tillamook to determine what they would find the most helpful regarding their social media practices. Gillian Kennedy, Tillamook’s Internet Communications Manager, pointed us primarily in the direction of Pinterest and Instagram, since they are the newest social media channels that brands are utilizing. We analyzed those two channels plus Twitter and Facebook to give us an idea of Tillamook’s overall brand appearance across different social media platforms.
For my public relations class this week we have been charged with the task of creating an infographic to supplement a topic we are interested in. I chose to persuade people to reduce their carbon footprint through a series of recommendations about how to change day-to-day behaviors, recycle and eat green. We were introduced to a program called Piktochart, an online application that provides easy-to-use templates for creating infographics; however, I would also be interested to see how easy it is to create one on Adobe InDesign or Illustrator.
Recently I have been interested in how public relations professionals handle crises, especially in the environmental sector. For my PR class this week, we were required to summarize an academic study – so naturally I leaned towards environmental crises. I ended up finding an interesting academic journal article by Maria M. Garcia that looks at various newspaper articles to make sense of the dispute between BP and Greenpeace over BP’s “Go Green” campaign that lasted the 10 years leading up to the Deepwater Horizon oil spill in the Gulf of Mexico. Garcia sought to find which company the media framed as the “hero” and which was framed as the “villain” during this 10-year time frame.
“Work harder than anyone else in the office, don’t complain about long hours, always go above and beyond what they give you to do, be likeable, and don’t get involved in office drama or politics!”
Dyan Dolfi-Offutt, a public relations professional, started her own small public relations agency in Los Angeles a year and a half ago: Soda Pop PR. This four-employee agency focuses on hospitality and food public relations. When asked about her company mantra, she explained that her basic approach was “honest and fresh, without all the fizz.”
Hi, blog readers!
I am planning to begin using this blog to write posts for my public relations class, J452 Strategic Public Relations Communication with Tiffany Gallicano (read her blog here.) It seems like a wonderful class so far, and I have no doubt it will prepare me for life after college in the advertising and PR world. Stay tuned for posts about PR, advertising, communications and everything in between. Thanks for reading!
Well, I made it through my first week in the Portland advertising industry. Logged 36.5 hours without even working much on Monday. Here are some updates:
1. I’ve memorized all of the dogs names (Jack, Sammy, Romy, Moby, Twyla, George, Poncho) and a few of the people’s names. I have found that it’s easier to remember a person’s name if they bring their dog to work – why? Who knows. Maybe someday I’ll write a thesis on it.
2. I’ve realized I love working in a small agency so far because I get to touch all of the accounts. This week alone I’ve done work for Keen, Deschutes Brewery, Clif Bar, Zuke’s Dog Treats, Pacific Natural Foods and the Portland Downtown Marketing Initiative.
3. I think the advertising industry is the place for me. All of the people are so creative and full of life, and at an agency like North they seem extremely close to each other and to their clients.
I’m so excited to continue my career in the industry. Look out world.