General Session D: Re-branding the Tampa Bay Rays: New Name, New Logo, and New Attitude

"Batter up!" In this session, Tampa Bay Ray's VP of Marketing and Community Relations Tom Hoof began his lecture reflecting on the nostalgic experience of recreating the Rays' image and turning a broken brand into a championship team and company.

In 2006, the Rays went through an "Under Construction" campaign. They researched their previous name, " Tampa Bay Devil Rays" and realized a strong negative assocation between their name, "Devil Rays" and how fans spoke of them. When the fans spoke highly of the team they would exclaim, "Go Rays!" or "The Rays were great when... ." This led to the name change, "Tampa Bay Rays" and the new sunburst logo (a ray of light). To properly announce and educate the public on this new change they held a concert with Kevin Costner and his band; which inspired the "Summer Concert Series." They flooded the crowd and media with the new logo and name. To help the public engage the new brand a "Street Team" of college students was created, who were able to interact with children, as well as talk ball with season ticket holders.

The Rays campaign also featured (and currently features) promotion through different mediums, including:

• TV, print, and radio
• Outdoor
• New media
• Social networking
• Experiential marketing

In addition to being active within the community, the players themselves dedicate time to the community on a personal level. Upon signing with the Rays, each player must agree to a contract requiring them to donate a part of their salary back to the community. They are also given the opportunity to use their donations towards their own pet project. Overall, the campaign Hoof and his team designed was very successful. (The winning season helped!) Ticket sales increased 40 percent from their media campaign and the morale of the fans grew tremendously in the past few years.

As students with a passion in the sports marketing and community relations industry we greatly enjoyed this session. For more information on the Tampa Bay Rays visit www.raysbaseball.com.

Closing Session: Coming from a Position of Strength

By Michelle Khouri, Quotes president

In the last session of the day, presented by Carolyn Shaffer and titled “Coming from a Position of Strength,” we learned valuable lessons on how to grow by working on our natural talents. Shaffer started her presentation with a story about a rabbit that goes to school. The rabbit is enrolled in swim class, climbing class, and running class. Naturally, the rabbit excels with running, but fails at climbing and swimming, even after repeatedly trying. The moral of the story: the rabbit was made to run and was naturally good at it. Shaffer teaches about the strength movement, where the saying “You can be anything you want to be if you try hard enough,” shifts to the more realistic saying, “You can’t be anything you want to be, but you can be more of who you are.”

First, Shaffer offered definitions to the following terminology:

• Knowledge: what we know (transferrable)
• Skill: what you can do (transferrable)
• Talent: natural way of thinking and behaving
• Strength: the ability to consistently provide near perfect performance
• Weakness: anything that gets in the way of excellent performance

The most important part of the strength movement is knowing exactly what is a strength and what is not. Something is most likely not your strength if:

• It doesn’t come naturally
• It is consistently difficult, sometimes even seemingly impossible
• It is energy draining
• It is confidence-reducing
• Repeated experience shows little improvement

Some tips she offers us for how to work from a position of strength is to spend some time observing ourselves and others to figure out what makes us or them tick; link strengths to performance goals, and leverage them accordingly; reevaluate so-called weaknesses in order to see how to best manage them; and finally, keep the focus!

“How would you like to spend your day? Playing with your strengths or wrestling with your weaknesses,” asks Shaffer, “It’s a rhetorical question.”

Breakout 2B: Meeting the Challenge: Employee to Employer!

By Armando Diaz, Quotes treasurer and Denise Galang, Quotes director of special events

Every day many people wake up to the same routine working a 9-to-5 job while they secretly wish they had the courage to plunge into their dreams of owning and running their own business. The session we just attended addressed the questionable risks involved in taking this big leap while also calming the nerves of those professionals ready to take their career to the next level and into their own hands.

Joe Curley, APR, CPRC, senior corporate communications council, Universal Parks and Resorts International and Jackie Kelvington, president of Kelvington consulting group, gave an insider's point of view on opening your dream public relations business. They mentioned the many reasons why current public relations practitioners decide to leave the comfort of their offices for the freedom of a self-owned business. For Kelvington, spending more quality time with her family and friends had the largest impact on becoming a self-employed public relations practitioner. Kelvington mentioned a her top three reasons for opening a self-operating public relations consulting group:

• You set your own work schedule/hours


• The possibility for more money


• You chose your own clients

However, Curley also mentioned the downsides one may face when taking this risk. Some of the more important risks current public relations entrepreneurs must keep in mind are:

• You lose the daily “office” environment


• Paying for your own health care/memberships


• You may have to rely on sales in order to meet and work new clients


• A large individual workload may hamper your overall success and income

This panel discussion filled the voids of curiosity for the many professionals who are ready to invest in a challenge as well as those whose never considered of becoming their own boss. Whichever category you belong in, the session was definitely beneficial to all public relations professionals. As students, we learned about both being in a company and being the company -- good knowledge to have for the future!

Breakout 3A: PR is Not Always Loved by Management: Ten Ways to Earn a Position on the Management Team

By Lauri Gagnon, Quotes vice president, and Amber Bloom, Quotes member

Joe Curley, APR, CPRC, a 35-year PR veteran, past state FPRA president and winner of the 2009 Past President's Award, delivered an applicable and enlightening presentation on how to create a "romance" between PR and Management in his session. Noting that "true PR is about satisfying the annoyed without annoying the satisfied," Curley emphasized PR as personal relationships.

His ten strategies to elevate PR to a valuable contributor to the management team included:

1. Don't wait to be asked
2. Know what keeps the CEO up at night
3. Analyze the big picture, not just the snapshot
4. Get involved in the company's policy making process
5. Lead the function of environmental scanning
6. Serve as the conscience of the organization
7. Develop and present action-oriented "decision making" information
8. Know everything you can about your company's operations
9. Monitor the direct competition and the marketplace
10. Focus all of your PR activities

Curley closed his session with a personal case study. One of his clients, Universal Studios, was on the verge of opening their new attraction, Twister, when disaster struck Central Florida. Forty-one people were killed when tornadoes tore through a local town. Curley and his client were forced to face a difficult decision: should they go ahead with the opening of the natural disaster-themed ride or postpone it? He discussed the ethical dilemmas he faced in making his recommendation to postpone the opening. Even though the company would lose the movie stars for the opening, they decided to suspend it temporarily. The story was picked up by news outlets around the country and Universal Studios secured more publicity than they had anticipated. The end result was a positive image for the company, which saved more than $1 million on the opening of the ride and were left with a clean conscience.

Breakout 5C: Today's Public Relations Agency: Partner not Predator

by Amber Bloom, Quotes member

Deirdre Breakenridge is youthful and well-known in the industry; an accurate representative for what she's presenting, social media. The president of PFS Marketwyse agency and author of numerous books, Breakenridge speaks about putting the public back in public relations. The vastness of the Internet and constantly-growing plethora of networks only allows for a brief introduction into this subject. She offers solutions through changing professionals' attitudes, education and technology. The more PR professionals can adapt, the more valuable they become to their clients and their company; this helps in the constant struggle to prove PR's worth to top management.

The new hybrid of PR roles include: social media professional, market analyzer, web marketer, customer service representative, relationship marketer, viral marketer, conversationalist and listener. There is more emphasis on sociology than technology to customize consumers' outlets. For more information about Breakenridge's information, click on the "Partner Not Predator" link under FPRA Conference Resources in the right column of this blog.

Breakout 2A: APR -- Your Future, Your Career, Your Opportunity

By Michelle Khouri, Quotes president

In this session, presented by Jeff Nall, APR, CPRC, vice president of accrediation and certification for the FPRA executive board, I got to learn about the intricacies of becoming Accredited in Public Relations. Nall opened up the session with a short game of "Who Wants to be an APR?" a fun PR-oriented take on Who Wants to be a Millionaire? The information session taught us about the process of studying for and obtaining the APR.

To obtain an APR, PR professionals must refer to the Universal Accreditation Board (UAB), which is responsible for granting accreditations. APR is currently the only accrediation available for PR professionals. You'll be happy to know that the APR title is a lifelong designation with minimal maintenance quizzes every three years.

As students, we may consider anything past undergrad or even graduate school as a distant future. The truth is, the PR field is becoming more competitive by the year. As stated in an earlier post, this past year has proven to have the most accredited and certified members of FPRA in history. The following benefits of becoming an APR might persuade you to consider it as an eventual step upward:

• The APR designation shows knowledge, skills and abilities in key PR areas.


• Employers prefer you have the designation, as it shows professionalism and expertise.


• Let's face it, the APR designation is an incredible personal accomplishment, and can add to a long list of personal achievements you are already compiling.

An important note is the suggested time at which we should pursue this title. About two years ago the UAB required that applicants have five years of professional experience. You might be happy to know that this requirement is no more, although it is suggested that you have three-five years of experience.

So what is involved with pursuing your APR?

• Application: $25 application fee, $385 one-time payment, or two installments of $205


• Preparation: study, study, study


• Portfolio: this is one campaign or project that shows the depth of your experience


• Readiness review: you will present your state of "readiness" to a panel of three APRs about a month before your exam. They will dissect which areas need more attention, and which are ready to go!


• Exam: self-explanatory

For more information about APR, go to http://www.praccreditation.org/ or http://fpra.org/Professional_Development/APR.aspx.

Breakout 1B: Setting Up Online Press Rooms as Part of Your Company's Web Site

By Lauri Gagnon, Quotes vice president

Online press rooms are often a company's first line of defense for communicating with the media. Ninety-eight percent of surveyed reporters attested to the importance of a press room. Their job is to find the facts for their story and, just like us, seek speed in obtaining it. How many times a day do we go on Google and expect to get lucky on our first search? For the media, checking a company's web site is easier than picking up the phone; therefore, we must ensure the information there is both accessible and clear when they don't come to us directly. A well composed site can become respected by journalists and, more importantly, viewed as a valuable resource or expert source for the subject.

Caron Sjoberg, president of Ideaworks, a marketing consulting group, imparted her advice on the subject during her session titled, "Setting Up Online Press Roomsas Part of Your Company's Web Site." She noted that online press rooms can often be a journalist's best resource because they are available around the clock, can target specific industries, provide story ideas and facts, include archives and can be their first resource to find an expert in a crisis. Ten of the essentials to include on either the home page or within one click (to avoid excessive navigation) are:

• Contact information


• Search archives


• Background information


• Product information


• FAQ


• Photos


• Crisis communications


• Events/calendar


• Executive bios

The site should be easy to find and avoid any sign-in access to the news room. The most insightful suggestion I saw was to provide an expert finder window to build credibility for clients. The overall concepts that everyone can come away with are keeping any content current, succint and to the point.

Welcome to the 71st Annual FPRA Conference, PR on F.I.R.E.!

By Michelle Khouri, Quotes President

Karen Smittle, Accredited Public Relations (APR), vice president of conference planning, made a grand entrance with the 2009 FPRA conference committee. Holding a fake torch with the letters “PR” on it, Smittle jogged into the ballroom to the sound of pulsing music, her committee following her. They all lined up on the stage, and so was marked the beginning (although not officially) of the 71^st FPRA Annual Conference.

After introducing her committee, Smittle welcomed FPRA State President Lanette Hart onto the stage. Hart conducted the business of a usual meeting, including officially commencing the conference, giving highlights of the past year (fun fact: this past year held a record-breaking number of newly accredited and certified members), disclosing financial information (FPRA is going strong!), and inviting Executive Directors Cheray Keyes-Shima and Christopher Carroll, both APR and CPRC, to the stage for a quick report about the state of the board. Finally, the incoming board was sworn in and the conference was ready to roll!

Intern Pursuit - Spring 2009

On Wed., April 8, Quotes members headed down to the Orlando Sentinel for Intern Pursuit. With approximately 200 students in attendance as well as about 70 employers, Quotes members and communication students alike gained valuable experience in networking while looking for their next internship. The best and brightest of UCF gathered to make this biannual event another huge success.

On behalf of the Quotes board, we'd like to thank everyone that came out to this event - employers and students. We wish you both the best of luck in finding a great match for the upcoming internship semesters.

The Quotes board seniors with our wonderful advisor, Ryan Sheehy.

Students and employers networking during the event.

Intern Pursuit--TOMORROW

Tomorrow, employers from around Metro Orlando will gather at the Orlando Sentinel for Intern Pursuit on Wed., April. 8 from 6:30-8 p.m. The biannual event is organized for employers looking to actively recruit advertising, public relations and marketing interns for the summer and fall semesters.

More than 75 employers will be in attendance as well as approximately 200 UCF marketing and communication students. Industries such as government agencies, non-profit organizations, corporations, as well as communication firms will be present at this event, seeking their next intern.

Students are NOT required to RSVP, but are encouraged to dress in professional attire and bring plenty of resumes.

Need some last minute preparation? Don’t miss the Mock Intern Pursuit on Tues., April 7 at 4:30 p.m. in ENG 2 room 203

Here are some more helpful tips from Ryan Sheehy and the Quotes Board:

DO YOUR RESEARCH ABOUT THE COMPANIES BEFOREHAND

- Pick up a copy of the RSVP list of confirmed attendees and start to research them on the Web - Bring enough resumes – about 50 copies- Be prepared to be interviewed on the spot- Keep an open mind- You may not be particularly interested in the company at first, but do your best to stay professional, act interested and take their information (even if it’s not the position for you)- You may discover an opportunity that is the perfect fit for you and the employer

***The Intern Pursuit RSVP list will be available outside Ryan Sheehy’s office (COM 249) in her mailbox. Pick up a copy today!

Dress for success and what NOT to wear!

DO: - Dress conservatively - Carefully select your attire- Wear dark closed-toe shoes – avoid stilettos - Stick with basic colors – black, navy, gray, brown- Keep it basic with your jewelry selection - Ladies keep skirts at or below knee length - Wear pantyhose with skirts – depending on company- Wear a tie- Iron your shirt - Wear a sports coat - Make sure your colors coordinate - Shave or at least trim your facial hair - Remove piercings – from places other than your ears- Groom your hair - Carry a pen, your planner and portfolio with resumes

DON’T:- Soak yourself in cologne and perfume- Dress as if you’re going to a nightclub - Wear revealing clothes or excessively tight clothes - No spaghetti strap tank tops - limit cleavage - No short skirts – keep at the knee or just above- Smack on gum, candy or other foods

Good luck! See you tomorrow.