Category: Uncategorized

With the 2016 presidential race shaping up to be one of the more interesting political contests in history, it is more important than ever that candidates use their social channels in a smart and strategic way. Here’s a look at the pros and cons of each candidate’s social media.

Hillary Clinton

Pros: The former secretary of state seems to have hit all the bases when it comes to social media. On Instagram, her bio is witty, her photos are strong and her captions speak with a voice that is consistent, creating the perfect package of a presidential social media brand. Her Twitter and Facebook incorporate strong visual content and link to articles supporting her candidacy. Across all channels, Clinton has refined content that would make her supporters confident in her professionalism and competency.

Cons: Clinton’s polished accounts speak to a youthful demographic—which could cause some to question their authenticity. It’s unlikely that any serious candidate would run their social accounts entirely on their own. Her team’s savvy use of Instagram, Twitter and Facebook seem like a meditated attempt to capture the millennial vote, as explained by an article in Wired. As strange as it may seem, her problem is that a large audience perceives her social media channels are too good to be true.

 

 

Bernie Sanders

Pro: The Vermont senator uses his channels to make his position on certain issues very clear. He has repeatedly presented himself as the most progressive candidate, echoing his campaign as a “political revolution” across all channels. His success in the primaries with the youngest bracket of voters suggest that he’s doing something right in the millennial-populated digital-sphere. His posts are transparent, honest and reflect everything he has said in debates and speeches. Sanders had a great moment with a bird at one of his rallies that went viral. The trending #birdiesanders was embraced by Sanders on social media.

Con:  While Sen. Sanders has proven himself able to speak about issues on social media, he has a difficult time condensing his posts, especially on Facebook and Instagram. With the way consumers read web content, short and concise information is important. Some of his posts are a bit lengthy to appeal to the short attention spans of internet readers.

Ted Cruz

Pro: Cruz’s posts are short and sweet. They are in line with who he projects himself to be: an unwavering conservative and proud Texan. He promotes hashtags that rally his supporters, such as #CruzCrew. His Instagram is patriotic, as he posts. Sen. Cruz represents himself as a capable republican candidate who loves his country.

Con: His Twitter account is active, but he only retweets tweets about him rather than posting original content. He also spends a lot of time criticizing the campaigns of other candidates. While this may be needed in small amounts, in excess it takes away from his own opinions and efforts. 

 

 

 

 

 

 

John Kasich 

Pro: Gov. Kasich is the only candidate whose biography says that his account is ran by his team. This can be considered a good thing because it gives the impression of transparency and honesty. Many of his posts feature crowds gathered to rally in his honor. Showcasing this is a “thank you” to his supporters and reminds others that there are people that are backing this man.

Con: Kasich has struggled to stay relevant in the presidential race. His content is not very exciting or sharable. While it may be practical, it does not exactly inspire the “political revolution” spirit that a candidate such as Sanders is calling for.

 

 

 

 

 

Donald Trump

Pro: There’s no denying that Trump knows how to speak to his crowd of supporters. This is also true for his use of social media. The most talked about, and most polarizing, candidate uses catchy hashtags to rally his fans, such as #TrumpTrain and #MakeAmericaGreatAgain. He thanks supporters who attend his rallies and makes his stance on certain issues very clear, such as veterans affairs and immigration. His social media is very consistent with the political voice he presents.

Cons: Trump shows no remorse for his bullying reputation. In fact, he exercises it on social media. He criticizes politicians, news anchors and fellow candidates in a personal manner across all channels. Social media has proven that once it’s posted, it’s there forever. His posts will not be forgotten and could diminish his chances to gain supporters in the general election if he were to gain the republican nomination.

 

Written by Allie Hahn, Account Executive.

 

Many Chico students flocked south to escape the stormy weather this last week for spring break. A few others headed east to similar weather— but greater opportunity.

A group of Journalism & Public Relations students traveled to New York City to connect with alumni in hopes of learning not only the ins and outs of the industry, but also how to thrive and progress in a city and profession that is constantly on the move.

Throughout the week, our alumni offered us crucial insights into the PR world and its many facets. Fortunately for students that could not join, and those that are currently on the hunt for their first real taste of agency life, I took notes.

Here are a few of the best bites of big apple insight:

Resumé

• First and foremost, do not have any typos and check for AP Style. This seems obvious but is crucial to your success. If you can’t show the effort here, how do you think they will feel about your capabilities as an employee?
• Elevate your language. Remain clear and concise, but don’t sacrifice your eloquence.
• Add a hyperlink to your blog or website. Having an updated blog will give you a huge leg-up on the competition.
• Utilize resumé power verbs, including examples listed by The Muse.

Interviewing: Best practices

• Come with an answer to the question, “what do you read?” Almost every professional that we visited mentioned this as key component of the interviewing process. They will be looking for how you stay up-to-date on trends and publications while also wanting some insight on your favorite book.
• Ask the interviewer about their company culture, if there is room for advancement and how they work to foster collaboration between teams and maintain a work-life balance.
• Read the news before going into your interview. Stay as current as possible in order to bring some conversation to the table.
• Make sure to take notes during the interview.
• Another big question that will be coming your way is, “How do you prioritize your time?” Come ready to answer this, it does not have to be extensive but is key.

When looking for an internship

• Make sure that you have a social media presence. Also, make sure that this presence conveys content that you would be comfortable sharing with your grandmother.
• Interact with the companies that you are applying to. Read the content they are producing. This is a great way to find out whether or not they will be a good fit.
• Look for companies that talk about personal development. You want to find a company that is going to invest as much in you as you are in them.
• Get the experience where you can, your first internship doesn’t have to be perfect.

Top 3 most important factors when applying to a company. Courtesy of Christine Amorose, Vimeo.

1. Believe in the mission of the company you are applying to.
2. Love the skill-set that you are using.
3. Love the people you work with.

 

Remember, these companies may be interviewing you, but you are interviewing them as well, so good luck.

Thank you to all of our fabulous alumni! This blog would have not been possible without them… or would have taken much longer to write.

Written by Nick Fittipaldi, PR Director

Add quality to your vacation, sport or school videos by following these easy tips!

1. Video Composition Rule: Establishing, Medium and Close-Up

To keep your video interesting and filled with depth, use different shot compositions while filming.

 

• Starting a video with an “establishing shot” or “wide shot” will set the scene and give the viewer an understanding of what is happening and where it is about to happen.
• Cutting to a medium shot brings the viewer into the subject of the video and lets them take in the entire scene.
• Next, cut to a close up to show fine detail. Close-up shots can be of a person’s face, an action occurring that is important to the story or simply just to show an objects detail.

Note: Keeping this rotation of shots is not always necessary. Starting with a close-up can make an intriguing intro. Just avoid using the same composition from shot to shot. Keeping it varied makes it more dynamic.

2. Use Depth of Field

Depth of field, or DOF, is a measure of how much of the frame is in focus.

 

• A deeper DOF means practically everything in your photo will be in focus. You will find that most auto modes use a “long” depth of field.
• A shallow DOF isolates the subject from its surroundings. Only a small area of the photo is in focus so it concentrates the viewer’s eyes on that part of the frame.
• Using a shallow DOF while changing what the camera is focused on, adds a professional and cinematic look to your video.

3. Setting the Pace

Establish a pace through your selection of static and moving shots, as well as the length and placement.

• Wide shots contain more information, so they can be held longer. This allows the audience to register everything that’s happening.
• Medium and close up shots can be cut more quickly because the viewer is able to grasp what they’re seeing and handle a faster transition.
• Using quick cuts and short clips heightens the dramatic tension of the scene and keeps the audience on the edge of their seat.

Tip: Novice editors tend to keep shots on for too long because they do not realize how quickly the viewer can understand a shot. Keep it quick!

4. Cut the Video to Fit the Music

Cutting your clips perfectly to the beat of the music takes your home video to the next level!

 

• Use music as a backbone when editing clips by expanding the audio track waveforms. This lets you visually see the highs and lows of the song you are using.
• By seeing the waveforms, you can cut and paste video into the perfect spot to seamlessly fit the music.
• If your music is slowing down, slow down your clips or keep the shots going longer. If your music is speeding up, start to cut quicker to build up the tension of the video.

Remember: It is all about a natural and comfortable flow!

Written by Delaney Forrey, Videographer

While design is always important to consider aesthetically, the art of color is equally as important. Each color makes the human brain feel a certain way. Using the correct combination of colors will present a more appealing and professional space in any field.

Angela Wright, scientist and author of The Beginners Guide to Colour Psychology, has been studying the way color makes people feel. She uses her knowledge of color to gain an advantage in the marketing world. Take a look at how you can use this knowledge when considering the needs of your business:

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Fast food restaraunts, such as McDonalds, Burger King and Denny’s, often use the colors yellow and red because they encourage excitement and hunger. _­Chanel, Gucci, Dior and Prada all stick with the basic white-and-black logos because it implies sophistication, glamour and simplicity. Brands known for their sustainabilty practices often use the color green because it insinuates restoration and environmental awareness.

So, how can you apply this information to your business?

1. Take a look at the values and message that you want your company to represent. Are you aiming for excitement? Or perhaps simplicity and minimalism?
2. Remember who your audience is and the trends that they tend to follow.
3. Stick with a color palette and make it yours. This will promote brand stability.

By Sydney Gehlen, Graphic Designer

 

After four hard years of learning the ins and outs of pitch letters, press releases and media kits– you have come to the conclusion of not pursuing a career in public relations. Don’t fear, this happens with plenty of students in a variety of majors. Students often choose a degree by default because they are uncertain of what they want career-wise in the future.

Post-graduation will be nerve racking not knowing what you want to do, but keep calm. There are plenty of career paths for you to steer down. Studying public relations sets you up with a unique skill set that will set you aside from job competition.

Sales.

Being that you should already have great communication skills, a job in sales could be a perfect match for you. A good thing about sales is you can go into whatever market you want. For example, if you love technology consider moving to the Bay Area where all the tech companies are. If sports or the outdoors are more your thing, then search for sales jobs related to that market. Another benefit of a sales job is that companies will always need sales people. It is one sector that is protected from robots and machines taking over tasks.

Law.

Another career option to ponder is becoming a lawyer. You can have any degree imaginable and still apply for law school. Every PR graduate should be equipped with strong reading, writing and communication skills. Applying and getting into a law school should not be that unfamiliar. Senior journalism and public relations major Morgan Dixon at Chico State is planning on going to law school after she graduates.

“A degree in journalism and public relations has given me a unique perspective on the ways attorneys can advertise their services to potential clients without violating legal and ethical restraints,” Dixon said.

The only key thing to keep in mind is that you will be in school for at least three more years.

Showbiz.

Careers in both sales and law have the potential to put more money in your bank account than a traditional entry-level public relations job. But what about something more exotic? Have you ever dreamed of becoming an actor or actress? Brad Pitt and Halle Berry both have degrees in journalism.

There really is no limitation to what you can do with a public relations degree. A little bit of motivation and research can go a long way when hunting for that dream job. Keep your options open and do not get intimidated by daunting job descriptions when searching around. You already went through the hard part of getting a degree, now use the skills you have gained and go be the best… whatever you want to be!

By Nicholas Bragg, Assistant Account Executive

In an ever growing media space, our society is becoming more and more visual with every technological advancement. This means that the patience for words is scarce. Having to read long descriptions on social media posts is tiring and will typically result in scrolling right over what could be a quality post.

Twitter limits its users to 140 characters. On Facebook, people go on rants in every direction. With Instagram, there is no reason that a user cannot say what they need to in as few words as possible when they (hopefully) have a picturesque photo.

Here are some tips on making sure your personal or business Instagram photos are those that can be worth a thousand words, while using just a few.

Develop your social media personality
Instagram personalities like (insert Kardashian/Jenner here), The Fat Jewish, Dan Bilzerian and Marnie the Dog all have a cult-like following on Instagram. Between shooting massive guns with attractive women around you, having a dog with a tongue that cannot stay in its mouth doing derpy things and The Fat Jewish doing whatever he does, these users post photos that their audiences have grown to expect. They are recognized for those reasons.

Actually capture QUALITY photos

This is semi-easier said than done. Most users would not expect for everyone to use DSLR cameras with the attributes perfectly adjusted, but they do not deserve to look at potato-quality photos. Make sure that your photos aren’t blurred, are edited properly (within or outside of the Instagram app) and that people can clearly see what the photo is about.

Engage with the Instagram community at-large

Follow hashtags and users in the Instagram discovery section of the app. If you are searching for something related to your posts on someone else’s account, like their content, comment on it and show love for them because they may do the same for you. By the time they get to your account, they should have an idea of what they are getting themselves into.

 

Use industry and photo relevant hashtags
If you are out traveling the world, eating delicious food or like showing off your fashion choices, why not shout out to people who you want to see your post? Research the way people who post similarly to you use hashtags. In your post about getting to the Eiffel Tower in Paris include: #travel #traveling #travelgram #paris #ig_paris #parisgram #skyporn #… amongst many others. Using one simple #tbt, #burger or #europe does not cut it anymore.

 

Figure out what works and what does not work

It’s OK to test out the social media waters and figure out what works when posting and what does not. Just make sure that you aren’t over-posting and overwhelming your followers. Test new hashtags, new filters and more. Figure out what related accounts are saying to determine how much or little text they use compared to your own.

Get a balance of work and play photos

If you are representing your business or a mix of your professional and personal life, show that you are dynamic. Post a mix of dog pictures, work selfies from your team, projects going on at your business and obscure things that are happening around your neighborhood too. Showing that your business is not just a bunch of cubicles and gray walls is important to prospective clients and people interested in working for you.

 

 

By Brandon Eiges, Digital Media Assistant

By Zak Magno, Graphic Designer

Graduation is right around the corner for many students, so it’s the perfect time to start cleaning up your social media channels. With two in five employers using social media to screen potential candidates, it’s especially important to be ready to show off clean and professional accounts.

Why Employers Research?

1. To check a candidate’s professionalism, in regards to how they conduct themselves via social media platforms.
2. To learn more about the candidate’s qualifications.
3. To gauge a potential candidate’s fit for the company culture.

Did you know?

A nationwide study by CareerBuilder found that 51 percent of hiring managers who research applicants on social media said they’ve found something that led them to not hire a candidate.

Top Platforms Analyzed

• Facebook
• Twitter
• LinkedIn

4 Important Tips

1. Google yourself: Take a moment and Google yourself, because it’s one of the first things an employer will do. This will give you an idea of where to start in the cleaning process.
2. Clean, clean & clean: Clean up as many of those inappropriate photos and status updates as you can.
3. Make it private: Keep anything you’d rather hide from your future employers private and change your settings when necessary. This can mean setting your account to completely private or making aspects of your profile private; like photo albums, etc.
4. Make an alternative professional profile: Employers understand that candidates have a life outside the workplace. If you’re concerned about your profile even after cleaning it up, it’s never a bad idea to make a separate professional account. Having an alternative account allows candidates to have a space where they only focus on their professionalism and work life.

Social media will continue to have an immense impact in our society and will be used by many employers during the hiring process. It’s important to make your online persona work for you by refining publicly viewed areas of your profile. Happy cleaning!

By Veronica De La Cruz, Account Executive

By Tiffanie Hancock, Graphic Designer

Living and studying in London, England was one of the most rewarding decisions I have ever made. This experience abroad afforded me the rare opportunity to live in another country, experience a new culture and learn about myself. I am confident that my time studying abroad was a life-changing experience and one I will never forget. Unfortunately, fewer than 10 percent of all U.S. college students study abroad, and some people fail to see the true value. I am a huge advocate of the experience because in addition to travel, there are countless benefits to studying abroad that are often overlooked. During my semester in London I was challenged both academically and personally as I learned to survive and thrive in a foreign city. I was exposed to new people, new ideas, a new way of living, a new culture and a new way of viewing the world.

Study Abroad:

By Tara Holliday, Account Executive