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Month Twelve

The last month of my Master of Art program at Full Sail University has finally come to an end. I cannot be more thrilled that this incredibly challenging and insightful journey is over. This past year was challenging and stressful. Every month, new concepts shape the agenda for that month. For the last month of the public relations program at Full Sail, students were required to finish the Capstone Thesis Paper, organize overall content for a personal website, and develop branding strategies that will help in future opportunities. My expectations for month twelve involved a lot of hard work writing my final paper. My expectations were met during this course because each section of the Thesis paper was rewritten and edited. The Professor for this course was the most helpful asset to the success of reach my goal this month. The goal of this month was to graduate and finish without repeating the course. Over the course of four weeks, I have gained a better understanding of education and proper formatting techniques. I was shown online tools and resources to help the overall success of my brand. The most challenge aspect of month twelve was the expected time spent on assignments and work. This month was extremely challenging for the amount of workload and edits required on top of the content assignments and work. This month, I met my goals of passing the course and graduating with the completion of week four assignment. Overall, I am thankful for the opportunity to further my education with Full Sail University. I am thrilled that my education opportunities helped foster a great connection with Ripley Entertainment Inc, and their Public relations department. I plan on working with Ripley’s as a PR Specialists for the next year and continue to develop my PR tools and skills for improvement. 

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Content Mangament Oh Yay

Month Eleven – Online Media

Content marketing and content strategy are the critical factors to successful campaigns, brand awareness, and opportunities to expand any organization to the next level of outreach. During month eleven at Full Sail University, I learned a great deal about the benefits of content media and strategies to employ the best practice when dealing with an organization.

The definition of content marketing is the process of creating valuable, relevant content to attract, acquire, and engage your audience (Rothman, 2015). Success is defined in content marketing through brand awareness, brand preference, and the reach of more buyers at a lower cost (Rothman, 2015). The content built through these strategies must be evergreen and built to last. That way the content itself is making the brand their audience and owning their audience. All while reaching more buyers at a lower cost over time.

Throughout this month, my responsibilities entitled gathering the content created throughout the past year for Ripley Entertainment and successfully generate a webpage that encourages engagement and interaction on the webpage with the organization. You can view my webpage here. (https://www.brittanymoye.com/newsroom)

The biggest challenges this course occurred during the organization and style aspects of my webpage. I have created a lot of content for Ripley Entertainment during my yearlong internship. The difficulty arose when deciding what content is relevant to my target audience and how can this content attract the audience to engage with the webpage more. After reviews from my classmates and some creative thinking myself, I have improved the performance of my page by 5% according to evaluations by Marketing Grader. Although some areas need improvements like the page size and the headings in each section, I can continue tracking the progress of this webpage to benefit further my client’s content is staying relevant and updated.

Overall, my year-long experience at Full Sail University has pushed me to better myself as a professional and as a student. I had the pleasure of attending the 2018 IIAPPA conference at the Orlando Conference Center. The International Association of Amusement Parks and Attractions (IAAPA) represents over 5,300 amusement-industry members in more than 100 countries worldwide and operates several global amusement-industry trade shows. During my time here, I met with business professionals, new innovative technology, and cutting-edge software that is leading the way in changing the way users received content marketing and experiences. I am thrilled to bring the aspects of my Full Sail experience to my career in Public Relations.

(Check out video on IAAPA below. Credit video to Iaapa) 

Reference 

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Reputation

Reputation was the focus of my month 10 course at Full Sail in the mastery program for public relations. ��My expectations for the course was met in the first week because I noticed how much reputation management this course would cover.  

During the first few weeks of Reputation Management, I learned the difference between a brands reputation, image, and identity. The sum of a brand’s identity and an image will establish the brand’s reputation.

In a reading titled, Corporate Reputation, written by Argenti & Druckenmiller, the definition of reputation is broken down into sub-categories that equal to the reputation. Identity is the consists of a company’s attributes (2004). During the readings of Corporate Reputation, the image of an organization reflects that organization's identity (Barnett, Jermier, & Laffety, 2006). 

A company has full control over the creation of the identity and has no control over how constituent groups may view them.  Constituent groups consist of customers, vendors, investors, media, community, or even prospects. These groups play a huge role in the overall identity of a brand.

The most helpful course content was developing the Crisis Management Plan. This plan was most helpful because I learned how to properly handling myself and a client during a time of crisis. Crises are never planned and this assignment prepared me for the situation that is out of my personal control.

During this week 3 and 4 assignment, I gathered local media contact information. I did not understand before this course that there should be a separate list of crisis contacts. I learned how to distinguish the important contacts following a crisis.

Furthermore, I developed a better relationship with my client because I was developing a proactive plan to better the brand and protect the reputation of the brand.  

The course content will help me as a PR professional because I was given the tools to prepare for a crisis situation. This skill will benefit my experience as a journalist to better prepare me for crisis statements or press releases needing to be issued during an emergency.

My goals for month 10 changed because I worked so closely with my capstone client. Instead of helping an artist develop their social media skills. I was able to partner with Ripley Entertainment Inc. social team to give some pointers and tips when handling a crisis online or through social.

I learned more about online reputation through different outlets and sources and I watched video from professionals giving advice on reputation management. Ripley Entertainment Inc. is currently going through a crisis. My focus to help my client was beneficial after receiving month ten-course content.

Overall, this course was my most favorite of every course in the PR program because the content can not only benefit my cooperate career but in my personal career and reputation of my brand as well.

Reference

Argenti, P.A. & Druckenmiller, B. (2004) Reputation and the corporate brand. Corporate Reputation Review, 6(4), 368-374.

Barnett, M.L., Jermier, J.M., Lafferty, B.A. (2006) Corporate reputation: The definitional landscape. Corporate Reputation Review, 9(1), 26-38.  

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Check Out My Website

Brittanymoye.com

Month Nine - EVENTS MARKETING AND PRODUCTION

During Events Marketing and Production, I was assigned the task of promoting an event and conducting an online Webinar. The purpose of this course outlines industry standards of event planning and marketing.

As a public relations professional, the events generated by clients as essential and important for the success of the business. Throughout this course, the definition of the role of public and digital events that support PR efforts were outlined and how event generate awareness for the client.  

I learned the most from the assignment that required students to host their own online Webinar. Th purpose of the Webinar was to promote a subject or highlight a topic that relates to the target market of our personal Capstone Project. My client, Ripley Entertainment Inc. is located in Orlando, Florida.

Orlando has numerous attractions and family friendly spots that continue to support the city and the growth. During my research, I discovered some interesting statics about Orlando.

- The cost of living in Orlando is slightly lower than the national median sale price, plus Florida has no state income tax. The city did get dinged for the use of its public transit, which was rated as below the national average. Roughly 90 percent drive as a means of transportation, which is above the national average.

- The average commute time in Orlando is 27.8 minutes.

- The weather is a factor: the average temperature highs and lows are 82.8 degrees and 62.8 degrees respectively, and the region gets 50.7 inches of rain each year on average.

- Orlando, which is known for its theme parks, has a metro population of 2.3 million and the median age is 36.8. The unemployment rate is 3.8 percent and the average annual salary is $43,060. The median home price is $213,717, while the median monthly rent is $1,063.

These facts supported the foundation of my Webinar and helped shaped the direction of what information visitors or locals of Orlando will need when looking into the location to have fun.

Update:

Although my Webinar only had 1 – 3 people in attendance during the live event, I answered one question during the event that was related to the presentation. For future events, I would like to promote more on online boards to increase online attendance during events. Also, I plan on using Live video for my new Webinar instead of a professional photo. Live video encourages the attendances to engage with my presentation more because they are watching a person speak instead of simply listening to a voice.

Overall, throughout this course, I have learned how PR is used to support and enhance events such as trade shows, product launches, and press conferences. I am excited to discover more aspects of event planning in the public relations field.  

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Brittany Moye

Mastery Journal Assignment

Link – masteryjournalblog.tumblr.com

Month 8 of my Full Sail Public Relations Masters

The goals of month eight included connecting with a public relations professional, strengthen my professional resume, and outline the role of a public relations professional online.

During this month, my internship presented an opportunity for me to attend a PRSA conference in downtown Orlando. The conference featured a guest speaker from Universal Orlando Resort in Orlando. Alyson Lundell, APR, Senior Director of Corporate Communications, shared the different strategies created to launch the opening of Volcano Bay in 2017. Lundell has been a PR practitioner for more than 15 years and has spent a majority of her career in the tourism industry prompting Central Florida’s major attractions.

In 2017, Universal Orlando Resort opened its third theme park, Universal Volcano Ba, redefying the water theme park experience. It was a launch that provided great communication opportunities and challenges, as hundreds of media guests from around the world traveled to experience and cover the monumental grand opening.

(Click Link to preview video) 

https://youtu.be/r96MdoXyCks   

During this conference, Lundell mentioned critical points associated with preparing the media for a grand opening. Her media team utilized these key points;

1) Embrace whatever media comes.

2) Build media list by tiers and importance to the brand.

3) Do not over pitch a news story to the press.

4) Only pitch to the top 5 media outlets.

Month eight of Public Relations Mastery school included intense discussion around media preparation for press events and conferences. During the course, key strategies highlighted the most beneficial way to communicate with the media about a company’s campaign or event. The most important week included gathering journalists and media outlets that would be interested in covering our Capstone Campaign. My client is Ripley Entertainment Inc.  One key strategy that Professor Lee taught was to personalize each pitch to better target the source that will produce the best coverage for the client. Lundell touched on this point in her discussion about Volcano Bay.

Lundell mentioned how calling the opening of Volcano bay a grand opening was not the most beneficial angle for the event. The park was only open to media; however, many hiccups occurred throughout the day. Lundell regretted calling the event Grand Opening and instead would have named it, Media Day. She then proceeded to describe how they pick their invites to a media day and what types of journalists and bloggers they approach.

After leaving the conference, I felt incredibly accomplished that my goals for this course were met and confirmed after listening to the strategies of Lundell and their team. The importance of media relations can break or make a business or event. The importance of pitching to a media outlet and including personalized information might yield to better success with a response for coverage.

This month required students to build a media kit that highlighted their Capstone Campaign. I conducted interviews with individuals involved in my campaign and edited a video that would be a part of my overall body of work. This assignment was extraordinarily challenging and pushed my creativity to a new personal level. I enjoyed creating the video and audio in my assignment, and I will apply this new skill of video editing to my brand when building my modeling portfolio.

Overall, this course is my favorite thus far out of all eight months. I am continuously improving on my website and gathering more material and content.

Check out my website! www.brittanymoye.com

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Month Number 7 (Ripley Entertainment)

Seven months in Full Sail’s Public Relations program and I already feel fully equipped with accurate knowledge in the PR field. The amount of work this month requires is the amount of work I did during my entire senior year in college! Month 7 has been the most challenging month thus far, I blame that entirely on the focus of our Capstone project. This Capstone project demonstrates our knowledge of PR and our application of the practices taught to us.

For my Capstone project, I will be working with Ripley Entertainment. Ripley Entertainment has been around for the past 100 years. They are most famously recognized as Ripley’s Believe It or Not!. The goal of this month was to work with a local company and build a social media campaign that encourages social media engagement. I partnered with Ripley’s Content Team, Public Relations team, and web design team to build a campaign that would encourage social media engagement to support all 30 attractions worldwide.

The campaign is available to all locations, however, for my project, I will strictly be looking at the Orlando location.

During month 7, the Capstone thesis paper is build and research is collected. I conducted research through the Ripley’s Google Analytics page, as well as analyzed data collected by iheart media in May. The Google Analytics page discussed online engagement, online trends of the customer, and areas of improvement. The iheart media survey gathered information about the identity of Ripley’s Brand. Both studies were insightful and concluded that males 24 – 35 with middle-class income tend to spend their time online searching for family-focused activities and fun. The iheart media survey reported 9 out of 10 people to recognize Ripley’s brand. These results then helped me build a campaign that would target the audience most likely to visit the Orlando location and to visit the Orlando Ripley’s Website.

Some challenges during month 7 occurred during my research stage. I was unsure how to conduct my research or where to analyze. I originally started my paper with a target market of 7-13-year-old boys. But after analyzing these results, I needed to change the focus to adults instead. The change in results needed to reflect my Capstone Thesis paper. Next steps involved gathering new information to better support my findings.

Month 7 of the PR path at Full Sail has made me better at time management. I have also been challenged in my wiring skills and organizing of my ideas. During this month, we used writing exercises and online tutorials to build a capstone project that was professional and industry standards.

My goals for this month was to improve my website and watch multiple videos on Lyndia. Each week I look for a new video on Lydia that will better build myself and my brand.  After month 7, I feel extremely confident to continue building my personal website and utilizing the information I learn about building a campaign as potential information with regards to my own brand.

Our last assignment is to build a promo video to support our capstone project. I worked with the content team and we designed a video that highlighted the Orlando location. The video turned out better than expected and the Brand would like to use this video footage for potential customers.

This opportunity might not be so easy if I was not properly prepared during month 7. My work is already translating into the work profession and continue to strengthen my knowledge each month I am with Full Sail.

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ROI (M6) - Ripley’s Strange

Month 6 I found to be more challenging than I originally anticipated it to be. My goals for month 6 revolved around diving deeper into the community of Orlando in a PR sense and learning more about the online platforms YouTube and Flickr. The hopes of mastering these platforms will only translate onto my page and the activate users visiting my page. I definitely feel as if I became a YouTube Wizard on how to main content relevancy and how to track and gage where my views are coming from through YouTube analytics. I was extremely impressed with how challenging social media metrics can become. However, the importance of social media metrics and ROI ease demonstrated to me throughout this course in multiple different examples.

During month 6, we outlined and developed a social media campaign and plan to run for a local business of our choice. The goal of this assignment is to train and demonstrate the progress of the student’s ability to successfully run and carry out a social media campaign.

I will be partnering up with Ripley Entertainment for the rest of the year to develop a social media campaign that will translate into direct ROI. We will be building a plan that will develop and unfold over the next six months. This plan will outline an online marketing campaign for a worldwide company initiative. During my internship at Ripley’s, I have been responsible for writing press releases, building contact sheets, calendar listings, media press, etc. This campaign that is outlined in my Final Capstone Project will be what I use when setting up my work template. I will be helping with the local Orlando event that is a part of the 99 Days Strange photo contest.  This event will be in honor of National Mutt, where guest can come to the Ripley’s Believe it or Not! on I Drive in Orlando, to adopt a mutt. This event will gather press and the public for a good cause and give everyone a chance to purchase tickets to the museum.

I am excited about this event because it is in Orlando and I definitely believe that giving back to the community is important to Ripley’s overall success of this initiative and campaign.

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Month 5

Innovative Public Relations Tools & Resources

My goals for month 5 involved building my personal presence on my social media to get more followers and engagement on all of my social media platforms. Month 5 has outlined the different tools and resources available online to better build a brand and help navigate different social media platforms.

Before IPRTR, I was only using 2 out of 5 of the essential media platform; Facebook, Instagram, and Snapchat.  I never had time to post during the week.

Now, I am active on Facebook, Instagram, LinkedIn, Twitter, and Pinterest. I have increased my following on all social media platforms. Multiple different online tools keep me organized now.

One tool that helps keep my schedule on time is Hootsuite. HootSuite is a tool that provides distribution to different media platforms. The best part about the tool?  The scheduling feature.

The scheduling feature is by far my favorite part of the Hootsuite. On Sundays, I plan out my entire week of posts and links. Then, I input the content and tell Hootsuite when to publish it. A majority of my followers are active in the evening time or early in the morning. This is obvious by the number of likes and shares I receive at those times instead of during the day.

With Hootsuite, I don’t have to worry about posting my content on time or visiting all 5 different social media platforms to post the same content. I  schedule out all my content I want to share each week on each platform and schedule them to post. Hootsuite does not confirm with me about the post or need me to check back in before sharing.

During IPRTR, my writing skills and organization continue to improve. I was struggling at the beginning of the month with common grammatical errors. Full Sail offers great writing help. After visiting the writing center at Full Sail, I learned techniques to help my editing processing.

The last goal I made for this course was to attend a networking event. Although I did not attend the Network Summit Event, I've been at my current internship for 5 months. I'm working in the Public Relations Department for Ripley Entertainment Inc. Throughout my internship, I have been challenged with real-world PR issues. Luckily, Full Sail is teaching me the basics of PR tools and resources that transfer smoothly to my internship.

I want to continue to work on my personal branding video to stay up to date on my progress and encourage others to continue viewing my work.

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Nuzzel for News

By Brittany Moye

I hate searching for important and relevant news.

I have one folder on my iPhone filled with different news apps, CNN, NPR, Buzzfeed, etc. I am constantly switching between my iPhone apps and my laptop bookmarks to stay fully informed on all the latest news articles.

Recently, I stopped using them in favor of this nifty news-reading app called Nuzzel.

I am obsessed with Nuzzel because it creates an incredibly smooth and simple newsfeed based on what my friends are reading and sharing on other social media and what their friends are sharing. You receive a feed of headlines that are relevant to what your friends or family find interesting that they are tweeting about.

I don’t have to skim through the news anymore because my friends and family are sharing the news that is important. Most of my friends and family are between the ages of 20-45 and they are sharing the news that is actually interesting to their interest or concerns. I am able to stay updated on local news and uprising trends and conflicts. Extremely relevant to any PR professional.

Nuzzel has acuminated over 3719 downloads just this week, according to App Annie’s download rankings.

Features

When using Nuzzel, you can read stuff that is relevant to your friend’s interest. Most of my friends and family read similar news outlets, however, they might pick out other articles that interest them that I did not necessarily see or think of interest. This allows me to be observant of what the public is concerned with or what might interest them. PR professionals can continue to stay up to date on any news stories.

There is a feature on the app called friends-of-friends feed. This is most interesting because it surfaces interesting information from a further reach, however still relevant to my social bubble.

Apple has numerous apps like Twitter, Facebook, or other social media platforms that feed news stories just as efficiently. However, Nuzzel appears to solve the problem in mobile news distribution; creating news-feed aggregation in a revenant and timely manner, while staying interesting.

Why I like Nuzzle –

While using the app this week, I noticed the amount of notification that I receive are not “too much”. I have my notifications set to notify me no more than 5 times a day. Nuzzle will usually notify me when more than 5 of my friends have shared the same article – meaning it is picking out the ones shared more in order to meet my 8 a day-limit without sending me the most recent articles shared. I love this feature because I am not being fed random news articles or stories, but popular news articles or stories.

Direct links to the articles allow me to pull up the original source of the content. This feature is especially essential to PR professionals when quoting and referencing news sources are required to write a credible press release or blog post.

Timely news articles allow me to stay up to date on the latest news stories shared by my friends and family.

Interface

The app is extremely easy to use in mobile. Displayed on the left-hand drop-down menu is newsletters, top news, top videos, discover. I like to view the top videos section to see what my friends are watching and sharing. More information could be shared with video content that article content did not cover. And I LOVE videos.

The content on Nuzzle is easy to find or search.  Nuzzle keeps articles organized by friends in the last 24 hours. I have spent hours on Twitter or Facebook searching for a specific article that my mother shared yesterday afternoon. Nuzzle’s easy organization of old news shared by friends within the last 24 hours keeps track of very popular articles that I might have missed.

Nuzzle Newsletters – a feature that allows you to create your own newsletter in minutes. This newsletter can be shared with friends or on the app for user to subscribe to stay in touch with the daily news. This feature is so cool for PR professionals because you can create your own newsletter that shares all the articles you thought were personally interesting or relevant while gaining engagement or subscribers. PR can release articles relevant to their business and gain subscribers all in one app.

Suggestions

My only suggestion might be a feature that allows you to download the articles and read offline. Sometimes when I am borrowing I don’t have enough time to read all 8 articles at that moment. The easy store of articles would help keep me updated and involved with important news.  

Wish App: If I could have the ultimate app for PR blogging or content creation it would have a similar foundation to Nuzzel because I believe it is important to stay up to date with what others are reading or interested in. The app would have a feature to organize relevant hashtags to stay up to date on trending topics or styles for each platform. Hashtags have been a popular feature in mobile development and continue to keep information organized and categorized. Last, the app would have a schedule feature that allows posting and sharing content easy and simple to post from a mobile device on multiple different platforms.  

Download Nuzzle on Apple here

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Minor PR Statement to PETA

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Follow up to the previous post!  

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Month 3 of the Public Relations Mastery program

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Final Thoughts

What was your favorite assignment in this course? My favorite assignment from this course was the Public Service Announcement assignment. This assignment was my favorite because I enjoyed the challenge of writing the script and then following through with the video the following week. This assignment challenged me because it required me to discover a meaningful message that I could then demonstrate in video form. This challenged me to be creative and push my knowledge in regards to date collection. Of the course topics covered this month, which ones do you think will be most helpful to you as a public relations professional? The topic covered this month that has been most helpful to my public relations professional is the press release topic and assignments. I recently was hired by Ripley’s Entertainment as a Public Relations Intern. The second day of my internship I was asked to write up a public release for a Reopening for another Ripley’s Museum. The same week in class, the topic and templates of public release forms were given to our class. I was able to use the content from my class to help with my press release in my professional career. How will the knowledge you acquired this month prepare you to work with professionals in the public relations industry? The knowledge I acquired this month will prepare me for digital aspects of public relations. In my current position as a public relations intern, I am pushed to bring creativity and fresh ideas. During this month, this course focused heavily on social media presence and the importance of keeping a constant social media engagement. The knowledge and background in regards to social media presence will help me in my public relations career and industry because I will continue to build a brand and develop a marketing plan to better sell myself to future employers.

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