Five Things I Learned in Public Relations Strategies
One boss all pre-public relations majors must face at Texas Tech is PR 3311, or Public Relations Strategies. It’s one of your prerequisites before diving deep into nitty-gritty content, graphics, resumes, or even an internship. Full of interesting case studies, group projects and lingo, the class will determine if public relations is the right major for you.
I lucked out with an amazing teacher, Jennifer Huemmer, a graduate student of the College of Media and Communication. I took away plenty from this class, but there are five things that stuck with me as I continued on in the college.
- Using a Translator is Important.
With so many brands going global, many key messages are translated into different languages. It may sound easy, but culture and slang can dictate how other countries receive your message. One case study we discussed in PR 3311 was the “KFC Finger Lickin’ Good” slogan released in Hong Kong. In Chinese, the slogan translates to “Eat Your Fingers Off”. This is a great example of the important of having a native speaker check your slogan before publishing.
- Choosing a Spokesperson Can Make or Break Your Message.
Whether your brand is announcing a new product or responding to controversy, the spokesperson chosen can impact audience reception. Choosing someone credible but charismatic can change how people view the message. For example, Steve Jobs could unveil a new phone that is not so different from the previous phone, but his credibility and public speaking skills would still gain recognition.
- Ignoring Controversy is Still Responding.
During the Ray Rice domestic abuse scandal, the National Football League chose to not press for more information for weeks. Though they were ignoring the controversy, it was still a response that should disregard to the Rice’s victim. Onlookers dubbed the N.F.L. as insensitive to domestic abuse.
- S.W.O.T. Analyses are Always Relevant.
Finding the strengths, weaknesses, opportunities, and threats of your brand as well as your competition’s brand is important. By knowing your internal and external strengths and weaknesses, you know what you brand is capable of.
- Ethos, Pathos and Logos.
Message strategies that use ethos, pathos or logos can be used to appeal to certain audiences. Sarah McLachlan uses pathos to play on the audience’s emotions in her SPCA videos. Companies use logos to appeal to business-minded investors. Choose wisely and your message will appeal to your target audience.Overall, PR 3311 prepares you for your upcoming classes and gives you insight to the field of public relations. You work hard and learn a lot of real world material, and it shows you what you’re getting into here at Texas Tech. I feel confident in my current and future coursework because of what I learned in Public Relations Strategies.