PRos in Training |

17 May 2013, Kelli Matthews

LinkedIn is such a valuable tool for any job seeker, but for undergrads looking for informational interviews, networking connections or to research a potential company or interviewer, it really can’t be beat. But using it well (and not annoying your connections) takes a little know how and some LinkedIn etiquette. I think no where is this more true that in asking for introductions. LinkedIn allows you to reach out to people directly to make a connection (I always recommend adding a personal message about why you want to connect). However, using the “Get Introduced” feature, can help facilitate a connection and give you an edge. So how does it work? Start by finding someone you want to make a connection with. You can do this is many ways, but my two favorite (and most basic) are to a) search the connections of one of your contacts. If you’re connected to... Continue Reading

PR in Practice: Disney Quietly Retracts Sexy Merida

15 May 2013, Kelli Matthews

[This is an example of an entry for J350: Principles of Public Relations final project. For more info on the project or to view student work, contact Kelli] In May of 2013, Disney announced that Merida from the movie Brave would become the 11th Disney Princess. As part of her coronation (an actual event at Disney World), Merida got a bit of a make-over. Apparently, she needed to match the other princesses in va-va-voomness. The backlash was fast and furious. One expert said, “This one character may not do any damage to a girl’s psychological development, per se,” said Dr. Robyn Silverman. “But Merida joins a barrage of thin, sultry characters for girls, making her yet another facet of our sexed-up, thinned down messaging.” Not even a week after she was introduced, the new Merida was quietly pulled from the Disney Princess website. As of May 15, 2013, Disney had... Continue Reading

New Awning, Same Hat(s)

13 Mar 2013, Kelli Matthews

Occasionally on this blog, I share updates about life & work. Some of these big milestones aren’t PR related, per se, but definitely part of life. And, in my book, it’s valuable for me to share this process as much as it is to share the ins and outs of PR work. I’m turning a pretty big page this week & onto a new-ish life chapter. I’m very excited & wanted to share here. I am fortunate to have been able to grow my business in this community over the last 10 years. Through ebbs and flows, I’ve always been able to forge relationships with amazing organizations that have strong values and a solid commitment to our community. Together we’ve been able to do great work. I’m equally, if not more, fortunate to have the opportunity to extend my capacity by joining a team of outstanding communications professionals. Led by... Continue Reading

What Applebee’s Should’ve Done: Armchair Quarterbacking a Social Media Crisis

4 Feb 2013, Kelli Matthews

The armchair quarterbacking as to how Applebee’s should’ve handled their total social media meltdown last week has begun. “They should’ve…”, “If they were smart, they’d…”, “Oh, you never do that!…” First of all, if you’re not up-to-speed on the disaster that Applebee’s created, this is an excellent recap. You should read it. As in most cases like this, the variables are hard to track and you’ll find speculation and rumors galore (not to mention rantings and rationalizations). So, for the sake of my argument, let’s start with a basic assumption: the server violated company policy by posting the image of the customer’s receipt. With that in mind, here’s what I see as the problems with Applebee’s responses: Firing people has a greater chance of making you look like a big, stinky jerk than not firing someone. This is especially true when the “facts” are in question and the violation is... Continue Reading

Being Professional: The “Hot Mic” Edition

3 Jan 2013, Kelli Matthews

ESPN writes a check – a big one – for the right to broadcast the Rose Bowl. Heather Cox was ESPN repoter the on-the-field reporter entitled to the (always riveting…insert eye roll…) post-game interview. Some dude with the Rose Bowl (possibly part of the Rose Bowl’s PR team) was attempting to usher Standford’s Coach Shaw to the trophy presentation and, apparently, wasn’t aware of the post-game interview expectation. The interview, part one, was a mess. Coach Shaw was being pulled in several directions. Cox looked like an amateur trying to control the situation and get her god d*mn interview (“Can we finish here…?”). Then as Shaw was pulled away, Cox’s mic was still on as she exclaimed, “Are you kidding me?!” It wasn’t clear who Cox was talking to – Coach Shaw? (rude) Herself? (understandable, I suppose) Her production team? The Rose Bowl dude? The American people? Brent Musberger was... Continue Reading

A New Year’s Wish: Make Mistakes

2 Jan 2013, Kelli Matthews

Neil Gaiman’s 2011 new year’s wish came up recently on my Facebook feed and it really resonated with me. I hope that in this year to come, you make mistakes. Because if you are making mistakes, then you are making new things, trying new things, learning, living, pushing yourself, changing yourself, changing your world. You’re doing things you’ve never done before, and more importantly, you’re Doing Something. So that’s my wish for you, and all of us, and my wish for myself. Make New Mistakes. Make glorious, amazing mistakes. Make mistakes nobody’s ever made before. Don’t freeze, don’t stop, don’t worry that it isn’t good enough, or it isn’t perfect, whatever it is: art, or love, or work or family or life. Whatever it is you’re scared of doing, Do it. Make your mistakes, next year and forever. It’s scary to make mistakes. We’re conditioned to seek the “right” answer... Continue Reading

5 Ways to Spend Your Winter Break

29 Nov 2012, Kelli Matthews

Classes are wrapping up at the University of Oregon and we’re all more than ready. I get the need to hibernate over the break. I intend to do some of that myself. But if you feel like getting a job start on the intern or job search, winter break can be a great time to focus. And if I know our PR students, they’re not likely to “hibernate” for long. Some suggestions to make the most of your winter break: Update your resume (and LinkedIn). Adding new positions, editing based on instructor or professional feedback, playing with the layout and design… Your resume is in a constant state of change at this stage in your pre-professional career. Make sure it’s up-to-date. While you’re at it, update your LinkedIn profile and add some new connections. Work on your e-portfolio. An online home for your writing samples and resume is a must.... Continue Reading

Engage 2012 Internship Opportunity

19 Aug 2012, Kelli Matthews

Editor’s Note: I don’t often post internship opportunities directly to my blog, but this one seems like a fantastic opportunity. My friend, Ed Madison and one of our students, Maya Lazaro are looking for some help with a political journalism project that focuses on K-12. Engage 2012 is journalism challenge that asks K-12 students from schools throughout the United States to create 2-minute non-fiction multimedia stories from their communities about one of six topics relating to the presidential election. These topics include: Voter Turnout Jobs & the Economy Education Reform Health Care Energy & Environment Immigration We are currently in the process of securing a panel of well-known journalists and professors from journalism schools across the country to judge the entries. Winners will potentially be announced on ABCnews.com and CBS This Morning. We are looking for public relations students from the University of Oregon to help us draft and implement... Continue Reading