It is officially springtime in Washington, DC, but the warm weather is not all that there is to look forward to. Every year, DC also rings in the season with the National Cherry Blossom Festival, a tradition that showcases the 3,000 cherry trees donated to our nation’s capital from Tokyo. For those of you who may think that a few pink trees are not that exciting, think again! The whole city becomes captivated with the beauty that the festival brings.

The National Cherry Blossom Festival is around three weeks long and events occur all around Washington, with over 200 cultural performances and an array of events each day. Most people love soaking up the sun and testing their photography skills around the national mall. It is almost impossible not to get caught up in the hype when all your friends begin posting their pictures!

The National Mall is definitely the place to be at this time, and so begins the influx of tourists into DC. But for locals and visitors alike, other businesses have much to offer as well. Cherry blossom-themed cupcakes, donuts and even clothing can be found all around. For tourists and D.C. natives alike, the festival provides great deals and promotions. Even hotels have packages with rooms designed around the cherry blossom theme.

This year, the weather has not been exactly typical of spring so far, but yet The National Park service predicts April 3-6 as being peak days for the cherry blossom bloom period. Although centered around Japanese culture, the festival is multi-faceted in the events it has to offer. The Kite Festival is great for those who love being outdoors in the springtime, and it’s a sight to see on the National Mall grounds. The culmination of the three-weeks-long festival brings the most popular event: the National Cherry Blossom Festival parade. From giant floats, to helium balloons of all shapes and sizes, to several live music performances, this event draws in the largest crowd.

Spring is in the air!

Last Monday, American University’s PRSSA had the pleasure of hearing Crisis Communications speaker and president of Ervin – Hill Strategy give an insightful glimpse into crisis communications and tips for being a good strategic thinker.

Expecting to hear another lecture about how to network, the importance of internships, and advice for maintaining social media, I was pleasantly surprised by Mr. Hill’s refreshing grassroots take on PR.  He explained how mastering the message behind the mission is the key to carrying out successful strategies via tactics. Instead of emphasizing press releases, newsletters and formal events, Hill believes PR should focus more on the “bottom line” message. Focusing on the primary message ensures that the strategies and tactics used will actually help relay the overall mission statement.

Aside from his personal take on PR, I was fascinated by Hill’s experience in the crisis communications field. He participated in several thrilling cases, such as recovering clients from scandals of unethical behavior at a hospital. Hill emphasized the need for quick and decisive decision making skills in the field of crisis communications as well as a flexible mindset. The biggest downside of this career, he said, is the immense time commitment required. Anyone who wants to flourish in this career must willingly put his or her social life on hold.

“Welcome to RootsCamp!” the announcer calls over the intercom trying to pump up the crowd. But the crowd needs no encouragement. They erupt into applause. They hoot and holler like a bunch of rowdy kids at a football game. It was then that I realized that I was not at your typical conference. Instead of programs, we had an app. Instead of suits and blazers, people wore jeans. And instead of attending boring sessions, attendees lead them! This unconventional “un-conference” was unique. This was RootsCamp 2012.

RootsCamp began in 2006 through the National Organizing Institute, a community of organizers dedicated to sharing the tools and practices best for creating change. Every year, the Washington, D. C. convention center fills with progressive organizers from a variety of backgrounds to discuss what has worked and how to apply it in the future. Call it a professional version of show-and-tell! Participants attend and offer to teach a session. Volunteers organize the sessions on the “Wall”, which is actually a wall and this year is also on the app. Attendees who do not present choose where to go. And BAM! RootsCamp!

If you’re interested in digital online organizing, this is the place to be. Attendees include members of Organizing For America and MoveOn.Org, the NAACP and Blue State Digital. They cover what’s worked in the past in social media, email fundraisers, field organizing, microsites and analytics. No matter what form of digital work you’re interested in, it’s certainly here. There’s a job fair and networking opportunities and attendees hear from great keynote speakers like Valerie Jarrett, Senior Advisor to the President and Sister Simone Campbell, leader and founder of Nuns on a Bus.

At the end of the weekend I was in love. Scratch that, I AM in love with RootsCamp; I made a number of great connections and acquired priceless advice from other attendees! I can’t wait to go back next year. Here are my top takeaways from the weekend:

1. Don’t try to convince people to join your cause; catalyze people who are already interested into action.
2. If your using emails to fundraise, cross post your emails to your blog. Not everyone reading the blog is getting your emails. It’s a good way to help you raise funds!
3. Want the bloggers on your side? Then actually read a blogger’s blog to find out what they’re interested in. Send them relevant tips from your organization to get them to write about you or your cause.
4. Don’t worry about the number of followers and likes you have. It’s irrelevant. Focus on engaging your audience.
5. Remember, social media is a conversation. If you’re not engaging with someone, you’re doing it wrong.

“Please fill out a name tag. Oh, and include your Twitter handle beneath your name, too.”

Before even walking through the doors of the AUPRSSA & AUSMC (American University Social Media Club) co-hosted function, “The Hyper Network 2,” I could tell that this was not going to be your run-of-the-mill panel discussion about contemporary networking. A request for social media information less than three seconds after checking in? #seriousbusiness

As the night unfolded, my initial hunch regarding the unorthodox nature of the event proved to be correct. The venue itself was decked with beautifully bright balloons and streamers, their vibrant hues perfectly accenting the array of colorful personalities mingling throughout the packed room. Meanwhile, a large screen projecting Tweets about the event in real time dominated the front of the function hall, seamlessly underscoring the night’s pro-technology tone. In addition to the unique decor, guests were offered refreshments, courtesy of Cava Mezze Grill, and complimentary “The Hyper Network 2” reusable water bottles complete with each organization’s business card and an event sticker. I had just enough time to take in the impressive scenery and grab a seat before the night’s main event–the panel discussion–began.

“The Hyper Network 2” event team had promised an impressive panel of media professionals, and they certainly did not disappoint. The dais included:

• DJ Saul, CMO, iStrategyLabs
• Caty Borum-Chattoo, Professor, American University School of Communication
• Scott Talan, Professor, American University School of Communication
• Chloe Troia, Associate, Ogilvy E-Commerce
• Morgan Gress, Account Manager, NJI Media

Over the course of nearly an hour and a half, these qualified panelists delved into every aspect of 21^st century networking, including the importance of an updated LinkedIn profile and how to reach out to major corporations through a single Tweet.

As informative as the session was, the night was not without humor. Full-time professor and part-time funny guy Scott Talan kept the audience laughing with his relevant, though nonetheless comical, quips. When asked about whether college freshmen should have LinkedIn profiles, for example, Talan remarked: “When you get into a university, pay your deposit, buy your books, get your shots and get LinkedIn!”

The end of the panel discussion was a little more poignant, as each panelist shared their most valuable networking advice with the crowd. I was perhaps most taken with the sentiments expressed by Caty Borum-Chattoo, who said: “Seize the moment! Don’t be afraid to make mistakes. When you’re 24, the world tends to forgive you.”

The night culminated the way every PRSSA event should: with good food and even better networking. Through chatting with other attendees, it was clear that there was not a consensus regarding which panelist offered the best pointers, or even the most effective way in which to online network. However, when it came to “The Hyper Network 2,” everyone was in agreement: the night had been a resounding success.

Every day we are bombarded with advertisements, breaking news headlines, celebrity gossip stories and so much more. It is almost overwhelming how quickly news stories are published, and sometimes, it seems impossible to keep up with it all. So what is with all the hype surrounding PR? Why does it matter to us? For starters, it happens around us each and every day. No matter what people do, the key to letting everyone else know is by communicating! Without communicating, how are people going to know about new events (or anything for that matter) happening around the world? PR is extremely important because it plays a role in every single one of our lives.

We should be aware of what is going on around us whether it directly affects us or not. The best type of citizen is an informed one. American University School of Communication Professor Scott Talan believes that “everything and everyone needs better PR.” His example of purposeful PR deals with curing a disease, like cancer. Talan believes that it is not enough to find the cure, but to publicize it through the ideal “communicate, connect and take action.” The idea of communicating, connecting, and taking action applies to every aspect of PR. This is why PR is so evident in our everyday lives. We communicate our thoughts, feelings, questions and so much more through different types of mediums, all of which falls under ‘good’ PR.

Communication is key in today’s world. It is so easy to connect with people around the world and share innovative ideas with people you wouldn’t have been able to connect with a few years ago. We live in a digital world, and every day, things change around us. But how do we learn about these changes? Public Relations. It is fairly obvious that PR is all around us. But what is the best way to utilize it? Well, according to Professor Talan, one of the most important aspects is social media. Talan believes social media can be used not just for personal entertainment, but also for professional, strategic and business purposes. This idea is certainly true because Facebook features advertisements on every page and websites like Twitter, Google and Yahoo all advertise throughout their websites.

PR is important because it is how we acquire what we know. It surrounds us everywhere we go and is important to use. Advertising is a great way to get your thoughts heard, and PR is to be used at our disposal not only for our personal benefit, but for professional benefit as well.

In this day and age, social media lies at the heart of PR—especially when trying to reach a younger audience. When a teenager wants to speak their mind, the first stop is often their Twitter or Facebook page. They can connect with those who share their thoughts, and the use of hashtags and “likes” only help to increase this practice. Politicians are privy to the knowledge that social media is the place to reach out to much of America, and these sites have become key players in the upcoming election. In 2008, President Obama and his opponent John McCain started this trend, but with many people now able to vote who were not yet eligible then, President Obama and new opponent Mitt Romney have taken it to another level.

An article written in The New York Times* highlights the ways in which the two politicians and their PR teams have used social media to invite the adolescents of America into their home while tying their policies into the mix. This works well aimed at the average 18-year-old who many not necessarily tune into the debates, but who is an avid user of tools such as Instagram—where the candidates have been known to post personal photos—and Spotify—through which they can share their song selections with America. Twitter and Facebook still lay at the center of the media frenzy, as it is where these young voters are most able to engage with others who share their views. They feel more connected to the candidate they support, and in many cases, these media outlets can serve as a source of a advice and guidance on who to vote for.

As always, it is important for the candidates and their teams to be very careful, as the scrutiny they may receive from something as simple as a typo can and will spread like wildfire on these sites. While many famous GIFs of Obama have had thousands of shares and likes, some have drawn heavy criticism from conservatives. “Both campaigns have teams of Internet-adept staff members who try to coordinate their strategy and message across many social sites,” the article states, reminding us that for a PR professional, social media remains a very important tool.

*http://www.nytimes.com/2012/10/08/technology/campaigns-use-social-media-to-lure-younger-voters.html?_r=4&

The famous Irving Berlin lyric goes, “There’s No Business Like Show Business”. That certainly rang true at last week’s event, LA @ AU: How to Break Into the Entertainment Industry, a panel discussion of epic proportions.

Our esteemed panel included:

• Vincent Cirrincione, longtime manager for Academy Award-wining actress Halle Berry;
• Janet Janjigian, president at DC Media Group LA, Inc., former senior vice president of corporate communications for MGM Studios, and Emmy Award-winning television news producer for NBC Nightly News, ABC News Nightline and CNN, and AU alumna;
• James Middleton, producer and AU alumnus; and
• Russell Williams, two-time Academy Award-winner for sound work on “Glory” and “Dances With Wolves”, AU alumnus and esteemed artist-in-residence

Hosting an event of this magnitude was unlike everything our chapter had ever done before. Between the star-studded panel, the sheer size of our venue, and the overwhelming interest from the AU community, it was an extraordinary undertaking.

In a flurry of cupcake catering and cell phone calls, the days and weeks slipped by, and, before we knew it, LA @ AU had arrived. We were thrilled to find the seats were filling, famous movie soundtracks were crackling through the speakers, and the audience was literally buzzing (or should I say Tweeting) with excitement.

Despite careful preparations for any situation, there is always the last-minute scramble, and we discovered that the hard way. However, part of being in the communications world is being able to manage a crisis, or two…or ten. So although our start time was delayed, we finally gave the cue to the Abramson Hall crew to dim the lights and start the show.

Thus, we began.

The panelists were engaging, affable, and often very funny, offering everything from advice to personal anecdotes.

“In LA, there aren’t any job fairs,” said James Middleton, eliciting a collective chuckle from the crowd. “It’s competitive out there!”

“Hone your technical skills, but also your people skills,” said Russell Wiiliams, in one of his more subdued moments.

As the events director for AU PRSSA, I believe LA @ AU was a success. With notable Tweets and re-Tweets from audience members, Middleton, Williams, the School of Communication and even American University, the digital conversation was positive and active; we not only filled seats, we sold out the entire theater; and our branded baked goods were a hit among our panelists and audience alike.

This event certainly kicked off this semester in a big way, but there’s plenty more to the communications and PR world that we want to share. While there may be “no business like show business”, for me, there’s no business like public relations.

It is a rare occurrence to find a person who is not just famous, talented and accomplished, but also kind, humble and approachable. I had the pleasure of meeting an individual who encompassed all of those qualities and more – Nicholas Kristof; father, humanitarian, author and Pulitzer Prize-winning New York Times reporter.

AU PRSSA was proud and honored to have the opportunity to co-sponsor with Kennedy Political Union in hosting Kristof here at American University this past Tuesday evening. Among other achievements, Kristof is best known for winning two Pulitzer Prizes, including one with his wife Sheryl WuDunn for their coverage of the Tiananmen Square protests of 1989 in China. He is a columnist dedicated to exposing gender inequality, human trafficking, slavery, oppression and other human rights issues.

“You can read about these issues… watch them… but they only become real when you encounter them directly,” he said, gesturing to pictures from his travels from Africa to China, and everywhere in between. Kristof’s most recent project and book, Half the Sky, is about women’s empowerment and triumph over oppression. His commitment to causes such as these – combined with his brilliant prose – is what has led to his success today.

“It is so much more important to market hunger, oppression, slavery…” he said, pausing to look around the room. He continued to express how, as a journalist, he receives amazing pitches all the time about the most menial of concepts, and poorly written pitches about subjects that actually matter. That’s when it hit me – here we are, as college students, striving every day to do well. I myself value my success in scholarships, awards, that elusive letter “A”.

We as communicators have an inherent need and desire to spread word, but many of us use our talents to talk about things that, in the grand scheme of life, don’t actually matter that much. Kristof came to American University not only to inspire us as students, but as people. Isn’t it our moral obligation to use our talents to do some good in this world? Mr. Kristof certainly thinks so, and now, so do I.

This year, we are also welcoming our new dean to AU’s School of Communication, Dean Jeff Rutenbeck. His academic focus has been on research on social and cultural change and the impact of digital technology on society. Dr. Rutenbeck was also a professor and the founding dean of the Division of Communication and Creative Media at Champlain College in Vermont.

We have a stellar year planned for AU PRSSA. We will be having several fundraisers—some of which are with new, exciting vendors—and an event this month that we will be presenting for the first time ever. We’re constantly working on increasing our membership as well as our ties with the national chapter. I encourage you to bookmark our website, follow us on Twitter and Facebook and keep an eye out for our announcements on campus.

If you have any questions, concerns, doubts or thoughts concerning AU PRSSA throughout this school year, please do not hesitate to let me or the executive board know. We are here to serve you, the aspiring PR professionals—and we want to hear from you no matter what. Your feedback will help us make AU PRSSA even better, stronger and more enjoyable than it already is.

I very much look forward to seeing you at our first meeting. Stay tuned!

- Deniz Sonmez-Alpan

President, AU PRSSA

One of the best ways to put what you’ve learned in the classroom into use while you are a student is to tackle case studies. At AU’s Regional Conference, we were able to participate in a case competition that helped break down the process. However, this case skills can be applied in many different ways, and are a fun way for your chapter to further develop creative and effective solutions.

We talked about Jet Blue’s PR crisis of leaving a thousand passengers on their airplanes for 11 hours during bad weather, but you can use any crisis, big or small, to practice.

1. Determine what the crisis is
1. Internal
2. Legal
3. Brand
4. Customers
4. All of the above were applicable for Jet Blue.

2. Target Markets
1. We developed target markets for each of the above categories that the crisis influenced

3. Strategies
1. Apologize
2. Reacting to issue
3. Explain why
4. Sorry/say you care
5. Internal – tell everyone on management to make sure they’re on the same page about the message being communicated to the external markets
5. All of these were general strategies we had hoped to address

4. Objectives
1. What are your goals for your communications plan and what do you hope to address?

5. Tactics
1. Specific actions or activities to make strategies happen
2. We had a long list for each category. For example, under “improving,” we suggested creating a new training program and industry wide safety plans for these types of issues. Under saying sorry, we said personal letters to the people from the CEO and free flights for life.
3. There will be many examples in this category. Be creative and try to think of any possible actions you could take.

6. Talk messaging
1. What will you tell the press? What is the main point you are trying to get out?
2. We said admitting it was our mistake, and focusing on the tangible steps we plan to take in the future

Case studies help you to apply ideas you’ve read about in a tangible way, as well  how to think outside the box and be creative. You also learn how to look at the whole picture and determine how best to address problems, making case studies a valuable exercise to participate in.