Building and Maintaining Client Relationships

Heading photo showing a businesswoman smiling in a pink shirt with text "Maintaining and building a client relationship"

By Meara Hain

There are many skills needed to be successful in public relations. You need to be creative, flexible, resourceful, and able to manage your time. But the most important skill required is the ability to build and maintain a working relationship with your clients. 

In public relations, we rely on clients to help us understand their brand. Without our clients, we would have no work. Creating a strong professional relationship with your client will help make your work better. Here are ways you can cultivate this relationship:

  1. Communication is key

Clear communication is a must when working with clients. Whether it’s via email, text, zoom, or face-to-face meetings, you want to let your client know that you are there for them and their company. Be professional in your communication and be readily available for any feedback, requests, or changes coming in.

  1. Timeliness

As a PR professional, it is important to respond to your client within your office hours as well as outside of them if it is expected with your work. Complete projects and express goals with your client so they have a clear understanding of your timeline. Make sure to add extra time between deliverables so there is time for feedback and revisions. 

  1. Invite them into the process

Let your client be involved in the strategy and creative processes. Allow clients to express their visions as they have unique needs and inside knowledge of their product/image. Let them know that you are there to listen to their perspective of their product/image. This will then allow you to implement these brand goals in your work. 

“We all want to go above and beyond for our clients but sometimes, we just do not have the time or resources to complete all of their visions.”

  1. Set expectations

We all want to go above and beyond for our clients, but sometimes, we just do not have the time or resources to complete all of their visions. Set expectations with your client early on in your professional relationship so you don’t disappoint them and seem unprofessional when you promise something that you are not able to complete. Expectations can also give you a starting point on what content you can create first and what you can look at in the future. 

  1. Have fun.

Having fun may be a cheesy thing to say, but public relations can be a fun and exciting field! Although there may be stressful days, working for clients means creating new ways to promote brands. Be creative and let your client know that you are there and excited to help them show further their impact on their industry.

Check out the inspiration and resources for this blog, as well as get more information on maintaining and building client relationships with these links.

Managing The PR Agency/Client Relationship

5 Ways to Build Happy, Healthy Client Relationships

How to promote belonging in PR 

Airhorn emphasizing text that says “Promoting DEI in PR”. There’s a graphic of hands holding with a heart above it and below there is a graphic showing people of different genders, ages and disabilities holding hands.

By Lucy Ventura

Feeling like you belong somewhere is an essential thing to look for when considering a position as an employee. One of the most important things a PR Professional should value and incorporate into their job is equity, diversity and inclusion. DEI is continuously thrown around these days, but what does it really mean? 

For many, distinguishing between these three words can be difficult. Diversity refers to the ways in which people differ from one another in how they identify themselves, equity is the fair treatment and opportunities for all people while trying to eliminate barriers that prevent everyone from being able to participate and inclusion is creating an environment that is welcoming and supportive. I heard someone once define it and it stuck: diversity is where everyone is invited to your party, equity is allowing everyone to contribute to the party playlist and inclusion is everyone having the opportunity to experience or dance to the music. DEI is important in the PR field because we communicate with and represent people of all backgrounds. 

Though you may not think you are biased, everyone has implicit biases. Implicit biases occur unintentionally but affect one’s behavior toward others.

DEI is not only valuable to incorporate in your work life, but in your daily life. Here are three ways to promote DEI in these spaces:

Educate yourself.

To begin implementing DEI you have to understand what each of these stand for. 

Diversity is all the characteristics that compose one’s identity. This is often only thought of in reference to race, ethnicity and gender but diversity also includes age, nationality, religion, sexual orientation, ideas and values. 

Equity is the fair treatment, access and opportunity for all while recognizing and eliminating the barriers one may experience. 

Inclusion is creating an environment that’s welcoming, respectful and supportive for all people to feel like they can fully participate in the community. 

Educating yourself on these terms is a great start but it’s important to also educate yourself on important topics and backgrounds. These topics include racial equity, micro-aggressions, intersectionality, and others.

Put DEI at the forefront. 

PR Professionals should refer to the Diversity and Inclusion wheel which shows unconscious biases or blind spots PR Professionals could have. This allows you to think about all kinds of people and consider whether different groups are represented in your campaigns. Your goal should be to work with DEI already incorporated into your message strategy or planning, not working to have “add-in’s” for DEI.  These “add-in’s” could refer to adding in forced workshops or trainings, but it should just be something we refer to and acknowledge in our daily lives.

Recognizing your implicit bias.

Though you may not think you are biased, everyone has implicit biases. Implicit biases occur unintentionally but affect one’s behavior toward others. This includes race and ethnicity bias, age bias, gender bias, sexual orientation bias and ability bias. Instead of feeling ashamed of this normal occurrence, use it to further educate yourself and others in an effort to reduce them. Recognizing one’s implicit biases can be done simply by taking the Implicit Bias Test. The Implicit Bias test is meant to show you biases that you never thought of or simply just thought you didn’t have. The results help indicate whether you may have an implicit preference for one group over the other in terms of biases one might hold against a group or stereotypes. 

It goes further than that though, as Carmen Acton wrote in her article “Are You Aware of Your Biases?”, “The key is to slow down and investigate your beliefs and assumptions so that you can see the other person for who they truly are. As a leader, it’s easy to think that you don’t have time to pause. But taking a few minutes to question yourself can make all the difference to you and your team.”

Overall, it’s vital to keep an open mind when considering topics in DEI areas. Allow others to challenge you and your beliefs, encouraging your curiosity and education for the future. 

Check out these resources used in this article for more information on DEI and more:

4 steps for putting diversity at the forefront of PR

DEI in PR: Its Importance and How to Create a More Inclusive Workspace 

8 Expert Tips on Diversity and Inclusion in Public Relations

Are You Aware of Your Biases?

Tips on Boosting Productivity

Tips to boost your productivity

By Daisy Beltran

Productivity is an essential aspect of our daily lives, whether we are working or pursuing personal goals.

One benefit to productivity is that it allows us to accomplish tasks at a faster rate. When we are productive, we can complete our tasks through a structured manner and move on to other important activities. The sense of accomplishment kicks in and the motivation for completing other tasks helps us finish our goals. 

Another benefit of being productive is that it can help to reduce stress and anxiety. Stress and anxiety are common obstacles in productivity. The stress can feel so overwhelming that it hinders our daily routines. But when we have a clear plan for completing our tasks, we can avoid feeling overwhelmed about what needs to be done. This can help to improve our mental health and reduce the negative effects of stress on our bodies.

A common struggle is taking the first step. There is no need to jump in full force to your tasks. It’s okay to begin things at your own pace. 

“Simplicity boils down to two steps: Identify the essential. Eliminate the rest.”  

― Leo Babauta

Here are a few tips to help boost your productivity on a day-to-day basis. For additional tips, visit Wix.com to maintain a stress-free lifestyle. 

  1. Set clear goals and priorities: Establish clear goals and priorities for each day or week, and make a list of tasks to accomplish them. Use tools like to-do lists, calendars and reminders to help you stay organized and focused. Using reminders can help eliminate distractions. By doing so, you can maintain concentration and avoid wasting time on unimportant activities.
  1. Eliminate distractions: Turn off notifications and avoid interruptions during work hours. Try to work in a quiet and clutter-free environment. Visiting a library or a public workspace can be beneficial. The simple act of eliminating distractions at home can be the beginning of a productive day. If your task remains at home, turn your phone on “do not disturb” as the notification ringtone can hinder your focus or enhance temptations. 

Being productive means achieving our goals efficiently and effectively within a set time frame. It requires a combination of focus, discipline and motivation. 

  1. Use technology to your advantage: Although technology can be distracting at times, productivity apps and tools such as time-tracking apps and task management software can help you stay organized and focused. Evernote helps many people stay organized through reminders and different format tools. The Notion app is another way to maintain a balanced life. The app allows users to create folders, reminders, lists, and connect your Google calendar to the app. Whether you need to create a grocery list, errands, reminders, or goals. It’s a personalized app to make stressful tasks easier one step at a time. Technology was made to make our lives easier so don’t be afraid to take advantage!
  1. Prioritize the most important tasks: Most people feel overwhelmed with the immense number of different tasks. Learning to prioritize the most important ones over the easiest ones can be a step that’ll make stress and anxiety decrease. Focus on completing the most important tasks first. This will help you stay on track and avoid feeling overwhelmed. 
  1. Stay healthy: Take care of your physical and mental health by getting enough sleep, eating a balanced diet and exercising regularly. You may be tired of being told to “eat a healthy diet” but, it’s so commonly advised because it’s true. A healthy diet feeds your body nutrients that give you the energy you need to live a productive lifestyle. 

By setting clear goals, prioritizing tasks, eliminating distractions and maintaining good physical and mental health, we can increase our productivity and accomplish more in less time. Whether you are pursuing personal or professional goals, being productive can help you achieve success and fulfillment in all areas of life.

5 Tips for Staying Informed as a PR Student

5 Tips To Staying Informed For PR Students graphic

By Paige Seguine

For public relations professionals, it is crucial to stay informed about current events and industry news. It is important to understand what is going on in your clients’ industry to better understand and address their needs. As PR students, our time in college is essential for preparing ourselves for postgrad careers. A great way to do that is by getting in the habit of reading the news, tracking trending stories and keeping up with our local and national communities. 

However, staying informed is easier said than done. It is overwhelming trying to keep up with the fast-paced, never-ending news cycle. As future PR practitioners, however, it is important to develop those skills as early as possible to succeed in the future. Here are some tips to become well-rounded readers and stay up-to-date on what’s happening in  the PR industry:

  1. Mobile News Apps

Traditional news media is a great way to get a glimpse of everything happening in the world. Local and national news outlets cover a wide range of topics and are constantly updated. Almost every outlet now has a mobile app that makes getting information accessible and easy to find. Phone providers like Apple and Samsung have their own apps that aggregate trending news stories. This is a great way to find out what is happening when you start your day. Setting notifications on these stories keeps you in the loop as they progress, too. 

  1. Utilizing Twitter

Twitter is a great source of information, especially in the PR and media industries. The ‘Trending’ section shows you what topics are currently popular and what audiences are saying. Content on Twitter moves quickly and can provide you with the most recent thoughts about your organizations. People take to the platform to share their thoughts about positive and controversial news. Users are honest and straightforward, which makes for useful qualitative feedback.  Understanding how to use Twitter is key to connecting with stakeholders and scanning your client’s environment. 

  1. Checking Google Alerts 

Google Alerts is a great way to track web mentions of your client, a product or a hashtag. Sometimes you just need to figure out what people are looking for concerning your client. Alerts let you pick multiple keywords and set notifications for updates. For example, searching “Chico State” provides you with the most recent news articles containing the phrase in the title or body. This can help PR professionals track media coverage as quickly as possible and stay up to date all day long as new stories are published.

  1. Reading Trade News

Not only is it important to track your client’s media coverage but, it is imperative to stay up to date on PR industry news as a whole. This helps you understand trends and tactics, updates to your clients’ industries and competitor news. Trade organizations including PR Week, PR Daily and PR Newswire share industry news, press releases and tips for a wide range of topics. They provide information about events, awards and networking opportunities that can help you connect with your client and their audiences. Trade publications are a helpful resource for truly navigating the career field and building your professional knowledge. 

  1. Listening to Podcasts

Not everyone loves reading news articles and staring at their screens to get their daily dose of information. Instead, podcasts offer need-to-know information with easy listening. If you’re looking for traditional news content, podcasts like The Daily focus on the biggest news stories of the day. The Spin Sucks and other media podcasts offer insight into PR, marketing and advertising content that makes for productive listening. Podcasts allow listeners to absorb important information without feeling overwhelmed by busy copy. 

Reading the news can sometimes feel slow and overwhelming but for public relations practitioners, it is more than just reading the news.

Our job is to keep an eye out for what is going on in our industry, between our clients and their audiences, and our competitors’ behaviors.

As students, we use our time to prepare for our future careers. Using these five resources, we can build the necessary skills to become informed, successful PR professionals. 

Subscribing to Self-Feedback and Insights to Remember

By Devonte Barr

With all the tools out there designed and intended to improve performance, it can be easy to forget that small things can make the biggest impact. Feedback is of the most valuable assets used to emend anything produced for the use of others. Not to mention things like performance, reaching milestones and the evolution of one’s skills. 

Feedback lets us know the parts that can and should be altered for the betterment of the whole. In the case of self-feedback, the intention is the same, except instead of relying on an outside source the source is you. It’s common to confuse self-feedback with confirmation or affirmation. Where they differ is essential in the process of getting effective results when overseeing completed work. Affirmations are more like positive reinforcements aimed to coral the mind towards a desired outcome. Self-feedback is after the fact, and its viewpoint is centralized around reflection and the execution of the task at hand. 

The struggle I run into most of the time is making sure the feedback I give myself is productive. At the end of the day, I don’t want to deflate my work or my motivation at making it as flawless as possible. What I always try to remember is that the feedback needs to elevate the work. As I mentioned before, it can be extremely easy to judge one’s own creation and halt the flow of progression. Because of this, I’ve come up with about five things that can help keep your self-critique on a productive path. 

The first one is simple, but also tricky because of the innate echo chamber that exists in our minds, it’s being forthright with your effort. A lot similar to being honest with oneself but in the case of effort, only one person knows if you gave it 100% effort or not. Taking stock of this is crucial because it allows you to see where your work lacks vis-a-vis the effort you put in. In other words, based on the level of care and time you put in, the results of your work will reflect that. 

Compartmentalizing is another helpful exercise to get used to as it helps with prioritization and organization. This response is to ensure that when you’re critiquing your work you’re focused on the things that matter. Dividing the structure and the project from the pieces that are inconsequential is how you build on what is solid to discard what is not. Incidentally, the mastery of this exercise will move in tandem with my next insight, which is revising with prudence. 

Practicing prudence is not only key for self-development but in the case of editing one’s work, it can serve as a sort of scalpel. Sharp on the edges and precise on its lines, the scalpel is how I like to envision my critique when going over my work. It’s helpful because the edits are purely surgical and don’t reflect talent or ability. Discerning from prudence and over-analyzing is crucial for keeping the trajectory of your work going forward instead of backward.

When I was in high school, I had a book of quotes by some of the world’s most influential people. There was only one quote I remember out of that entire book, and it has guided me through most of my life. The quote goes, “Be quick but not in a hurry.” John Wooden, one the greatest basketball coaches to ever live, would say this to his teammates and oftentimes get mixed responses. At face value, the phrase sounds sort of confusing, but if you break it down the message is pretty clear. In the act of revising, it’s important to be timely. Picture doing any task around the house that you’ve done a thousand times to the point where it’s a routine, like sorting laundry. The quickness in your decision-making on what goes where becomes in sync with your movements in a way that feels somewhat rhythmic. If you were to hurry your way through the selection process, throwing items in disorganized piles for instance, the result would no doubt lie beneath that of taking your time. The same goes for self-feedback. The intention is to get as accurate results as possible and the only way to do this is by becoming comfortable with a routine or some pre-structured steps to keep your attention on track. 

The final thing I’ve learned is somewhat difficult to convey as it applies differently from person to person. Self-actualization is, in my mind, the most important of all these insights, and for good reason. The constraints put on you by outside forces are loosened with self-actualization. 

To me, the ultimate lesson learned in any situation is living in the moment. Being present and aware of your abilities and skills will stop you from feeling discouraged and disconnected from your work. 

Applying self-actualization to self-feedback is invaluable in all cases because the work has come from you and only you can determine what you enjoy. For a perfect example of self-actualization, envision playing the trumpet, and for the sake of context let’s say you’ve been playing trumpet your whole life. After you graduate college, you continue to play and keep playing even though it may never lead to money but, you play because it brings you satisfaction. That is self-actualizing. Understanding that you are doing what you do because you care, and because it means something to you. Separating talent from one’s self is hard, but it’s important to remember that our talent doesn’t define us. It’s only what we choose to do with it that makes an impact. 

Feedback can always tell us something we didn’t think of to help us grow and evolve. Remember, self-feedback isn’t a replacement for what you receive from others but rather an accessory. Keeping hold of these insights might help you conquer the challenges that come with self-feedback, allowing you to stay productive and motivated.

Feel Differently

Self portrait created by Walker Hardy in deep thought.

By Walker Hardy

A jolting sound is sent through my system, causing my eyes to wire open at 7:00 a.m. – it’s time to start the school and work day. I sluggishly get out of my bed and start to get ready, dissociating and waiting for my system to wake up. 

Looking at my reflection, my system is awake now and my mind seems to start to think about all the stressors in my life; my living situation, my health, what’s gonna happen if… I allow my anxiety to drive me up a wall. 

I pick out my favorite sweater, one that will give me security and comfort as I throw together avocado toast with pepper and Sriracha. I rush out the door to make my 9:30 a.m. lecture and try to forget my stress. Just keep pushing. 

I continuously ignore the tension in my body, hoping for the moment I can unlock the red front door to my home, my comfort place. I get to my safety box of a room and plop down onto my office chair. My body feels heavy and my head leans forward as my eyes become watery from feeling stuck, frustrated and tired in life and school. 

I look up at my yellow post note on my clipboard that says, ‘remember impermanence.’ 

As a newer TGC member, there have been moments when I’ve felt worried and overwhelmed with the responsibility of working with real-world clients. I felt stuck with dealing with the heat, however, I tried to remind myself that feelings come and go. 

I nurture myself to the idea that if I feel stuck, that’s okay, it’s new and I will get the hang of it.  

Reminding yourself that you will feel differently soon is the theme of impermanence. 

Impermanence in the workspace environment has been a key outlet for me to remind myself that things can be new and scary but they could eventually turn into something beautiful and beneficial. 

The things that don’t change in life become secure, giving you that sense of familiarity and belonging. Yet that security body feels can bring the feeling of permanence; everlasting, however, that personally leads me into a deep, dark spiral. 

On the flip side of permanent things, Buddhism interprets impermanence as events in the environment in our physical, internal and emotional skeletons that will continuously change, evolve and grow. 

Buddhism ideologically, whether (Annica or Anitya,) defines impernance as being a theme of 

“Everything changes and nothing last’s forever.”

Rather than continuously dwelling on what causes me discomfort in life, I feel the discomfort and hope that when I open my eyes for the next day, I might feel better and if I don’t, I will feel differently soon.

Within the past few months, I realized the not-so-positive effects of never being satisfied or letting your body feel emotions. I have a hard time telling my inner self that it’s okay to feel my worries. 

To not dwell on what I don’t have or let myself get carried away with how bad things are since my feelings could change within a week or the next day. 

Impermanence has worked its way into my emotional life, too. Rather than stuffing down my challenging feelings, I let myself feel that emotion, hoping it  passes so I learn what to do next time. I feel stuck or want to feel differently. 

Acknowledging my inner feelings will genuinely allow me to grow in my career endeavors and find peace of mind in young adulthood. 

Whether in my workspace or school life, when I’m starting to feel my body get tense and scared of what if, I challenge myself to the idea that everything changes; reminding myself that my feelings will shed and I’ll have new skin.

Life After TGC: A Post Grad Q&A

By Skylar Trostinsky

Graduating university can be a rewarding experience, going through four years of learning, research and personal development after completing 13 years of similar instruction prior. But it can also be daunting, nerve wracking and just plain scary. As a graduating student, I find myself unsure about my future and where I’ll end up. Not because I don’t think I’ll find a job, but because I have constant questions about life post-grad. 

Today I sit with Mia Taxin, a recent graduate from Chico State’s journalism program, to discuss some questions I think of when I picture my future self.  

Q: Tell us a bit about yourself: How is life after graduation? 

A: Hi all! My name is Mia Taxin and I graduated Chico State in May of 2022. I received my degree in Journalism Public Relations and am currently living in San Francisco, working as an Account Coordinator for a tech consumer PR agency called Cutline Communications. I get to work with clients like TikTok, eharmony, Waymo and more! So far, I’ve learned that life after graduation is all about balance. When I first moved to San Francisco in July, I had no idea how things would go – so if you’re feeling nervous for post-grad life, that is so normal. However, after the first few months, everything starts to fall into place and you can begin enjoying the start of your career!

Q: What does having graduated college mean to you?

A: Graduating college is a huge accomplishment, and most importantly I’m proud that I’m able to apply my degree for a job that I’m passionate about. I spent the majority of my senior year networking and spending long hours trying to find the perfect job for me, but in the end it all fell into place by using connections available to me. Graduating from Chico State was bittersweet, but I knew I’d be leaving with a strong circle of mentors and relationships.

Q: How has your position in TGC translated to your career today? 

A: During my time at TGC, I was the General Manager and an Account Lead. During my role in these positions, I learned valuable skills such as time management, professionalism, public speaking, detail orientation and organization. These tools have led me to succeed in my role while perfecting the foundations of PR such as media lists, speaking/award submissions, client facing meetings, and providing overall support to my agency.

Q: What drew you to your current job at Cutline?

A: When I first interviewed at Cutline, my team was what initially sparked my interest in wanting to pursue a job with the company. Cutline is female-owned and operated, so I immediately felt inspired by the amazing group of people I now call my mentors. Numerous folks at my agency have been in the PR industry for many years, and have taught me lessons that will stay with me for the rest of my career. 

Q: Is there anything you wish you utilized during your time at Chico State?

Securing a job before graduating is a rare achievement, so be patient with yourself, use those LinkedIn connections and the rest will fall into place!

A: One thing I learned towards the end of my time at Chico State, is the importance of networking. I didn’t utilize my connections until graduation was approaching, and TGC students are blessed to become part of such a wonderful network of alumni and opportunities. For an upcoming graduate, I would encourage you to reach out to all professors in your interest of study, and other Chico State alumni on LinkedIn for further support.

Q: What drives you to achieve your goals today?

A: A mentor of mine once told me that in your first few years of post-grad life, you should either be learning or earning. You can either be in a position to soak up a plethora of new information and grow your connections at a strong company, or save up your salary to buy yourself more time towards your dream career. Right now, I’m truly enjoying where I’m at, and I’ve achieved my goal of learning something new each day on the job. For me, that’s a success and I’m looking forward to continuing to grow!

Q: What does PR even look like in the real world? Can you tell us about some of your daily tasks?

A: What I love about PR, is that no two days ever look the same (cheesy, right?). On a daily basis, my tasks could include drafting agendas, note taking for client meetings, developing media lists, brainstorming pitch angles, pitching reporters, drafting speaking/award submissions, monitoring the news for client/competitor coverage, and so much more! 

Q: What challenges have you faced since beginning your career?

A: I learn a new lesson each day! The biggest takeaway I’ve learned from working at a PR agency is the importance of being detail oriented. Proofread, proofread, proofread! This industry prides itself on small details, and delivering quality work. Honing in on those small tweaks, as well as clearly communicating deadlines and your work bandwidth, will set you up for success from the beginning.

Q: Tell us about a project/client/campaign you are particularly proud of? What made you proud of that work?

A: From the first day I started at Cutline, one client I’ve always been passionate about is TikTok. I’ve loved seeing their continuous passion for uplifting niche TikTok communities, as well as watching creators on the platform continue to grow. Towards the end of 2022, my agency supported an event/campaign called The Discover List, which aims to spotlight a group of global, diverse creators who are making a tremendous impact on and off TikTok. I was so proud to see my team’s hard work pay off, and celebrate an amazing group of creators!

Q: Does your agency have opportunities that TGC staffers may be interested in? For example, summer internships, job offers?

A: We are always open to viewing new applications! I encourage you to reach out to me on LinkedIn if you’re interested in learning more about opportunities at Cutline. I’m always happy to pass along a resume for a fellow TGC member!

Q: Finally, what advice would you give current and future TGC staffers that you wish you received before graduating? 

A: Everyone is on their own path, so focus on your own lane. I used to be so worried about my career progress after graduation, but being nearly a year out, I see that everyone is growing at different paces. For now, focus on using your connections, perfecting your resume, and showing up to job interviews/opportunities with a positive attitude.

I love this advice from Mia. Instead of focusing on other people’s paths, create goals to ensure you have a clear path of your own! Graduating university is a rewarding achievement and, with Mia’s help, we can now enter the post-grad chapter of our lives together with ease.

We Are PR, We Are TGC

We.

By Eve Miller

Tehama Group Communications is a community of PR professionals that was created in the late 1980s. Since it first opened in 1990, TGC has allowed thousands of students to come together in a team environment where they work directly with real clients to create PR strategies and take on responsibilities for client projects from start to finish.

With new clients each semester, TGC staffers are able to have hands-on experience that only select university students get. Of the 23 CSU campuses, only ten have student-run PR firms, with TGC being one of the first. 

Tehama Group Communications has started many students’ careers. It teaches them hard skills, such as email marketing or running a campaign, and soft skills, like working with different types of people or pushing through when things go wrong. 

TGC alums work in positions that range from vice presidents to entry-level workers. As the community of staffers continues to grow, alumni of all ages, all over the world, are willing to help others with tips and tricks, even finding open positions within their prospective field. 

Now more than ever, Tehama Group Communications is highlighting the significant number of past, present and future students and how we can all come together as one. Each student who has walked through the door to Tehama 310 is unique and has their own skills. 

No matter who they are, one thing is for sure. We are PR. The slogan ‘#WeArePR’ was created last semester by the TGC public relations team as a way to bring staffers together through our shared career paths.

As an agency, we are creative, we are professional, and most importantly, we are family.

This Giving Day on March 1, TGC aims to raise $6,000 to help keep the program running. All donations will go towards a multitude of things such as:

  • Funding the TGC student scholarship
  • Sponsoring monetary awards for student leaders
  • Maintaining TGC site visit opportunities
  • Serving pro bono clients
  • Providing gifts to our alumni guest speakers

All donations, no matter how small, make a difference in helping the agency thrive. It helps set up generations of staffers for a better future. 

Whether you were a part of the agency in 1990, a recent graduate or a future staff member, you are a part of something bigger than yourself. Mattie Orloff, a spring 2022 graduate of Chico State and the PR Director for her last semester in TGC, says she still feels connected to the program.

“I grew a lot. When I joined TGC, that’s when I started to really take my education and career seriously…I still follow my old TGC coworkers on social media and keep up with the TGC Instagram,” says Orloff. 

Orloff received a job offer from The Hatch Agency in San Francisco a week before graduating and was recently promoted from her six-month internship to a full-time position. With at least three TGC alumni, The Hatch and other firms like it are becoming familiar with the TGC community, showing how connected we are. 

Orloff, many other alums, and even current students of Tehama Group Communications, have been given the opportunity to learn and grow in various ways. Each position within the agency is crucial to making TGC run smoothly. Ranging from graphic designers and videographers to account executives and general managers, students’ different skills play a huge part in creating PR strategies and plans for clients each semester. 

Butte College IDEAA team meeting.
Photo by Eve Miller

One of our recurring clients, The Butte College Office of Inclusivity, Diversity, Equality, Accessibility and Anti-Racism, asks the team to work on creating stories for their newsletter. By reaching out for interviews and producing their own images, the team creates quality writing to add to their resumes while staying on top of their client’s social media platforms.

Taking on anywhere from four to six clients a semester, TGC aims for excellence in each team. This semester, the agency has six clients, with each staffer assigned to two clients. 

Whether the teams are helping Krōōd with their upcoming campaigns and outreach or assisting Chico State’s Asian American Studies department in creating a logo and gaining enrollment, each team is constantly improving their skills. No matter their starting skill level, all staffers grow and become part of the family at Tehama Group Communications. 

Current General Manager, Skylar Trostinksy looks back on her time in TGC.

“Not only has TGC given me the tools to better my future as a PR professional, but it’s provided me with a community of life-long friends and connections,” she says, while noting how corny it sounds. “I’m so grateful for the opportunity to be general manager this semester and grow my leadership skills one day at a time.” 

Having been a part of TGC for two semesters now, Trostinsky has been able to watch herself and others grow into the PR professionals that the agency strives for. 

Tehama Group Communications has brought a sense of belonging to many. It’s a safe place for anyone willing to work hard and grow their skills. 

Not only do you learn who you are as a professional during your time here in TGC, but also as a person and worker. You create long-lasting friendships you didn’t know you needed. Once you step into Tehama Room 310, it doesn’t matter your background or your aspirations, you work together as a team in the present without worrying about the past or future. 

As an agency, we are creative, we are professional and most importantly, we are family.

Tools To Make PR Less Like ER

Tools To Make PR Less Like ER by Gabriela Rudolph

By Gabriela Rudolph

As someone working in public relations, keeping up with social media and tasks can be a heavy lift. What if I were to tell you that there are online tools that can make your job just a bit easier? I’ve decided to compile this list for different areas of PR: 

Social Media

  1. Canva

Canva can make just about anyone a graphic designer. Even with the free version, users can create visually appealing social media graphics for every platform. It’s very easy to use and also includes templates to make the designing process even easier. Canva graphics can also be shared with others, which is great when collaborating with your team. The general version of Canva is free and Canva Pro is $119/year.

  1. Hootsuite

Hootsuite is a social media management tool that allows you to schedule social media posts ahead of time and analyze results. Hootsuite starts off at $49 and allows you to manage up to 10 social media accounts.

  1. Buffer

If you want a more simple social media management tool, Buffer is a great start and offers a free plan that allows you to manage up to three accounts. What I like about Buffer is that you can design a free “Start Page” that combines all your social media accounts in one place. This is similar to LinkTree, but what makes it better is that it does the work for you.

Media Relations/Outreach

  1. Muck Rack

Muck Rack is your best friend when it comes to building a media list and finding journalists’ contact information. Simply type in the reporter’s name and Muck Rack will provide you with their contact information, their current position, a list of news outlets they’ve written for and their latest articles. Journalists sometimes will include times that they prefer to receive pitches, or how long they prefer pitches. Muck Rack is the best for young PR professionals because of its free tools.

  1. Cision

Similar to Muck Rack, Cision is media monitoring software with a large media database and PR analytical tools. The drawback to Cision is that it is a bit more complex to use rather than Muck Rack. However, it’s worth looking into because of its many features.

  1. HARO

Part of Cision, HARO stands for Help A Reporter Out. This tool matches journalists and PR practitioners together. How it works is that journalists will send out an inquiry and PR practitioners have the opportunity to answer their questions and send a pitch to them.  

  1. Prowly

Prowly is another media database and is one of the most user-friendly of them all. Along with helping you find media contacts, Prowly can organize press releases, create online newsrooms and more. The platform is on the pricier side and starts off at $189/month, however Prowly does offer a 7-day free trial.

Project Management

  1. Asana

When working with a team, you need a place to put all your work in one place. Asana is a “work management” platform that organizes tasks and shows the teams progress over time. It also has a social media calendar built into the platform that is accessible to everyone in the team. Team members can add their content in and create subtasks for other members of the team to collaborate and approve. My favorite part about it is that you can see how projects improve over time and when you complete a project, a unicorn flies over the screen.

  1. Basecamp

Basecamp is a great platform for file and project management. Just like Asana, Basecamp allows team members to assign tasks to other members of the team. A feature that I really like about Basecamp is that it allows you to “ping” someone, which essentially is a direct message. Basecamp also has something called “campfire” where someone from the group can send a message and it notifies everyone in the team. This eliminates having to use outside forms of communication like Slack, or email.

Top 3 Essentials For Managing A Social Media Account

Top 3 Essentials For Managing A Social Media Account By Lauren Shannon

By Lauren Shannon

It can be tough to start and manage a successful social media account. If you want to reach people and build a solid following there’s a lot you have to do, which can be overwhelming. Here are the top three essential ways to stay on top of your social media accounts. 

  1. Know what message you want to send to your audience

Social media is a great tool used to promote your business but only if you are strategic with what you are posting.

The content you post should send a strong message to your audience about who your company/you are.

Before creating a social media account for your brand, you need to set goals. Do you want to teach your audience something? Do you want them to buy your product? Or do you want them to engage in contests and campaigns?  

Tehama Group Communications’ social media account showcases the work our agency produces and the strengths of our team members. It sends the message that we are a hardworking, successful agency and aims to generate engagement with past, current and future clients. TGC communicates this by highlighting three main ideas; the projects we’re currently working on, the clients we work with and our stellar staff. When prospective clients visit our social media pages they are shown reasons why they should choose us for their public relations needs. 

  1. Know what type of content you’re posting

The most successful social media pages are ones that follow a cohesive theme and pattern. The easiest way to create a theme is to follow a branding kit. A branding kit is a collection of specific colors, fonts and logos that make up a business’s visual identity. For example, Google only uses specific green, yellow, red and blue for all of their logos. When you apply brand guidelines to your social media, it makes your brand identifiable and consistent. According to WeIgniteGrowth.com, this consistency “is vital for building brand recognition and trust” with both consumers and investors.

After you have your branding kit in place, it’s time to think about what posts you want to create. A social media page should be filled with a mix of hard and soft posts. A hard post is important, relevant and timely, such as announcements for new products and projects or introductions for new team members. Soft posts on the other hand are evergreen, easy to create in advance and can be posted at any time. Industry tips and tricks and general posts about what your company does are just two examples of soft posts. 

  1. Create a schedule 

Now that you know what message you want to send to your audience, and what content you want to share, it’s almost time to start posting! Before uploading content to your channels, it is good practice to create a schedule. Without a schedule, it becomes easy to lose track of what you’re sharing causing odd posting patterns, and rushed or unproofed posts. No one wants to follow a page that’s littered with typos and random content circulations. 

One of the easiest ways to schedule posts would be to create a table with three columns: date to be posted, caption and graphic to be used. This allows you to visualize what your feed will look like. Another way to manage posts is to invest in a social media management tool such as Sprout Social or Hootsuite These tools allow users to monitor and schedule content to all social media accounts at one time. They also offer several other features such as campaign planners, analytic tools and performance trackers to save time and improve “the effectiveness of your social campaigns,” according to Forbes

Now that you have a message you want to send to your audience, know how your content is going to communicate it and have created a schedule, you are ready to become a social media manager!