ABOUT ME
Shawn Williams is a freelance cinematographer and photographer. He holds a Bachelor of Business Administration degree from Strayer University and a Bachelor of Science degree in Digital Cinematography from Full Sail University. He is pursuing a Master of Arts in Public Relations from Full Sail University. He is a 14-year veteran of the federal government, currently stationed in Germany.
INTENTION STATEMENT
After earning my bachelor's degree in Digital Cinematography in 2023, I took a year off to find work in my field. In 2025, I enrolled in the Public Affairs MA program with help from the Department of Veterans Affairs to improve my opportunities both personally and professionally.
In the past, I have taken public speaking courses that have boosted my confidence to speak knowledgeably in front of individuals or crowds. Creating memories through photography and documenting activities with film continue to bring me joy. I aim to build a confidence level that will help me establish a stronger network as an introvert with extroverted tendencies. I want to develop better skills to articulate myself effectively through documentation, which will lead to meaningful conversations.
Over the next 12 months, I look forward to my journey in mastering Public Relations (PR). I want to learn from industry experts at Full Sail University, which will give me additional opportunities to gather and discuss cultural events, entertainment, and industry activities more effectively. This will provide better chances to share the stage with military public affairs officers and civilian representatives. Additionally, I am eager to learn about the legal aspects of media, event marketing, and production. As an avid reader, I believe it would be helpful to understand how the legal system works, especially in protecting myself and the companies I work for.
I am excited about this mastery journey and all the information it offers. Some excellent instructors will lead the courses scheduled for this program. I look forward to the accountability they bring and the accountability my fellow students and I will also gain. After completing this program, I will have the knowledge and confidence to pursue my job search with focus.
INSPIRATION #1
"Do not speak negatively about yourself, even as a joke. Your body does not know the difference. Words are energy and cast spells; that is why it is called spelling. Change the way you speak about yourself, and you can change your life. What you are not changing, you are also choosing." -Bruce Lee (A Quote by Bruce Lee, n.d.)
This quote comes from one of my favorite martial artists and mentors. Words are energy, and if I keep speaking positivity into myself, I can also help others.
A quote by Bruce Lee. (n.d.). https://www.goodreads.com/quotes/11135514-don-t-speak-negatively-about-yourself-even-as-a-joke-your
INSPIRATION #2
"PR means telling the truth and working ethically - even when all the media want is headlines and all the public wants is scapegoats. Public relations fails when there is no integrity." – Viv Segal of Sefin Marketing (DePhillips, 2022)
Viv Segal stated one of the most important factors that I believe in and must have in the PR field—working ethically with integrity and telling the truth when others seek a way out. This resonates with me because most industries strive to cater to their audience. Knowing that the PR field works to maintain integrity, I feel I have established a place that is a must, rather than an option.
DePhillips, K. (2022, November 4). The 50 best PR quotes of all time. contentfac.com. https://contentfac.com/damn-i-wish-id-said-that-50-of-our-favorite-pr-quotes/
Not knowing how the course or assignments would be delivered over the past four weeks was nerve-wracking. However, Public Relations (PR) in the Digital World has enabled me to understand the dynamics of the digital landscape and how to use various platforms to reach a wider audience. Learning the importance of creating an outline for press releases and selecting the right clips to evoke emotions in viewers of public service announcement (PSA) videos became valuable skills.
During this session, I had multiple assignments that caught my attention due to the tight time constraints and the need for brainstorming. Choosing just one assignment from the course is challenging. Being able to connect my digital cinematography background with the PR coursework gave me the ability to make a strong choice. Therefore, I will focus on the PSA scriptwriting and video, as they are closely related, and I enjoyed delivering the message of helping the less fortunate. Of all the course topics this month, evaluating the case studies has been the most helpful for my public relations career and mastery journey. Having the skills and knowledge to understand the needs of multiple companies by studying their goals and communicating about their potential shortcomings will enhance my ability to use my integrity, which all companies should possess.
Understanding how the digital world functions in public relations is crucial. Today, with everything accessible on one or more social media platforms, we need to reach large audiences quickly with eye-catching and truthful content. Professor Maras's feedback on each assignment helped me refine my content. These adjustments will give me a solid foundation as I continue to research and find the best ways to assist clients looking for a PR representative.
Writing for Interactive Media was challenging at first, but over the past four weeks, it became an enjoyable class. It provided me with valuable experience in article writing and interview techniques. I gained a better understanding of the 5 Ws and 1 H, along with journalism-style story structures, which enabled me to craft accurate and engaging articles that appeal to various target audiences. This also helped me create compelling leads and organize key information effectively. I used these skills to develop an in-depth 'About Me' page that I’m proud of, and future clients will see transparency and passion in my approach to brand building. During week four, in my final assignment, finding the right person to add value to the article was initially difficult until I realized that the feedback, mentorship, and impact I had on others over the past six years teaching about the local economy and at a military base influenced my perspective. This story was close to my heart and challenged me both personally and professionally. Emotionally, I had to confront my past struggles after the Iraq war to provide meaningful answers for the interview questions, which any audience would benefit from and value. Professionally, I aimed to offer insights to help others as I had been helped. Over the last four weeks, I have progressed from having little knowledge of interactive media writing to understanding proper article structure, conducting interviews to gather accurate information, and adhering to the correct style guides for writing clear, concise, and easy-to-understand articles. I am proud to say I completed all four weeks with confidence and precision, which improved my ability to write more effectively during my PR mastery journey.
Legal Aspects of Media became one of my favorite subjects during the first quarter of my master’s program. With a bachelor’s degree in digital cinematography, I was only familiar with copyright infringement and how to avoid using unauthorized material. After four weeks of analyzing case studies and conducting in-depth research on the legal aspects of media, I have gained a deeper understanding of the dos and don’ts, the Federal Trade Commission's (FTC) operations, and who is responsible for providing false advertisements. Even after four weeks of study, I still haven't identified a favorite assignment. The main reason is the valuable information I gained each week from all the assignments and study materials. Understanding the importance of not defaming others with false accusations that could harm them remains a sensitive issue. It is also clear that federal officials or those in power can better protect themselves from these actions than others. Discovering that the FTC has the authority to build cases to protect ordinary people shows that individuals and agencies are willing to help those who seek assistance. After careful consideration during this course, I believe the most helpful topic for me as a communication professional will be intrusion. Understanding when and where to gather information to write an article is crucial. There must be a reasonable reason to cover a story without invading a person’s privacy or using false reasoning to gather information. It is essential to let the person know your intentions and how you plan to achieve them, and you must obtain permission to be on their property in any capacity. The knowledge I gained this month will prepare me to handle potential legal issues in the communication industry by understanding how to follow laws and deliver messages to the audience without risking the company's or my own integrity, thereby preventing potential legal cases that could result in fines.
The Market and Consumer Research Analysis course has provided me with a wealth of knowledge, helping me understand how references and analysis work. I am now capable of working with multiple quantitative surveys that include closed-ended questions, metric-based analytics, and comparisons related to my client’s business and individual averages. I also have a deeper understanding of qualitative research, which is broken down into descriptive and determining factors. Identifying themes or patterns that explain phenomena through focus groups, content analysis, interviews, and observations will help me better differentiate between quantitative and qualitative research, enabling me to offer more effective responses to my clients’ PR questions. Discovering that public relations is a social science, I learned that it uses two types of research to gather the information needed to move our clients forward. Primary research, which involves first-hand studies specifically about the client’s target market or customers, is often the most enjoyable because you conduct the work yourself. Then there is secondary research, conducted by others, which involves examining data that has already been published. Through our readings and lessons from Professor Smith Diaz, I learned how to read and summarize research documents by categorizing them into research articles (reports on new quantitative or qualitative studies), review articles (research from the field identifying trends, changes, challenges, or solutions), case studies (in-depth examinations of specific companies, non-profits, or events), or theoretical articles (discussions of concepts, ideas, or theories to critique or propose new practices). I didn’t have a favorite assignment during this course, but gaining a clearer understanding of how to research the information needed to address my clients’ concerns will be the most valuable.
During month six of 'Innovative Public Relations Tools and Resources' (IPR), I anticipated learning more about how to effectively use tools and resources as a Public Relations Specialist rather than just creating numerous social media platforms. While building many social platforms and websites was overwhelming at times, the course emphasized the importance of developing a strong personal, company, and client brand. It also explained how Artificial Intelligence (AI) plays a crucial role in today’s communication and PR workflows. Experts explain how AI is enhancing PR workflows.. Over the last month of assignments, the one that was both the most challenging and the most enjoyable was the "About Me" activity. It pushed me to do something I am not used to—talking about myself. It helped me understand and identify what my brand needs to focus on moving forward. Reflecting on my branding video, I wish I had spent more time during the allotted period to give a clearer picture of my target audience. Spending extra time brainstorming will bring clarity for both my potential clients and me. I was surprised to learn that most traditional media have been disappearing over the past few years. Also, given the ongoing development of AI, I was surprised to discover that one of the course tools involved reading to understand the importance of using AI in PR communication, despite its discouragement in other courses. As I approach the end of the course, it has prepared me for my PR career by equipping me with the skills to build websites and social media platforms tailored for my target audiences.
Social Media Metrics and ROI
Entering the class, the core goal was to move beyond vague notions of “engagement” and learn to use concrete, defensible metrics to evaluate whether social media efforts truly supported broader communication and business outcomes. The course has largely met that expectation by providing both a conceptual framework and hands-on practice in tracking, interpreting, and reporting performance data. (PBR550: Social Media Metrics and ROI) A primary learning outcome was understanding that social media metrics become meaningful only when clearly tied to defined objectives and key performance indicators (KPIs), rather than treated as isolated numbers. The course reinforced the importance of setting specific, measurable goals—such as lead generation, website traffic, or conversions—and then selecting platform and web analytics metrics that align with those goals. This objective-first mindset aligns with broader professional guidance that practical ROI analysis depends on aligning metrics with strategy rather than chasing vanity metrics or follower counts. The coursework also deepened my familiarity with outcome-focused measurement standards, such as the Barcelona Principles 3.0, which emphasize evaluating both qualitative and quantitative impact rather than relying on outdated measures such as advertising value equivalency. (Typeface, 2020) Exposure to these principles underscored that social media analytics should be connected to real changes in awareness, attitudes, and behaviors, rather than stopping at surface-level engagement. Complementing that, learning about tools such as the Edelman Trust Barometer illustrated how long-term trust and societal attitudes can serve as higher-level indicators that contextualize campaign performance over time. Another key takeaway was the practical process of compiling data into professional reports and presentations, including infographics and LinkedIn-ready story content built from analytics estimates for major brands. Working with metrics such as visits, pages per session, traffic sources, and conversion-related goals, then translating them into clear, visual narratives, strengthened both data literacy and communication skills. In addition, experiments with simulated Google Analytics data for brands such as Apple and Nike underscored how enterprises integrate social metrics, web behavior, and revenue outcomes in a single dashboard (Malik & Malik, 2025) Looking ahead, the knowledge and habits developed in this course will be applied in both personal and professional contexts. Personally, the ability to calculate social media ROI and distinguish between direct and indirect returns (e.g., sales versus brand awareness or loyalty) will inform decisions about where to invest time and resources across platforms. Professionally, these skills support more credible strategy proposals and post-campaign evaluations, whether in PR, marketing, or digital communications roles, by grounding recommendations in transparent, standardized metrics and recognized frameworks. The course has shifted practice from intuition-driven posting toward structured, evidence-based planning and reporting that can withstand scrutiny from clients, managers, or stakeholders. PBR550: Social Media Metrics and ROI. PBR550 | Full Sail University. (n.d.). https://catalog.fullsail.edu/courses/pbr550?degree=public-relations-master&type=online Malik, P., & Malik, P. (2025, July 2). Measuring Social Media ROI at Enterprise Scale: Metrics & Methods. Sprinklr. https://www.sprinklr.com/blog/measure-social-media-roi-at-enterprise-scale/ Typeface. (2020, November 11). What are the Barcelona Principles 3.0? : PR Agency One. PR Agency One. https://www.pragencyone.co.uk/blog/measurement/what-are-the-barcelona-principles-3-0/
Media Relations
During Media Relations, I expected to gain more knowledge about how to succeed in today's society while working with journalists worldwide and other public relations professionals. The course exceeded all expectations and provided me with new knowledge and information to guide me in the right direction. Being overseas in Germany, I was discouraged about my path forward, but with the help of Dr. Gottsch, there was only one way, forward. The course assignment I enjoyed the most was the research conducted during the media library evaluation. I enjoyed it the most because I had to conduct extensive research to learn how the media rooms of different companies were designed. It also gave me a better understanding of how to build my own media room for my client's website and for my own. Over the last four weeks, I've found media relations enjoyable but also challenging. The main challenge has been finding time to build my portfolio, work on my website, and produce my best work. I did not think I would continue the program, so I allowed discouragement to delay my work ethic. Media relations is a great avenue to prepare you for a career in public relations. If I could pursue this degree plan, media relations has prepared me for career progression by developing media libraries with B-roll, images, press releases, and style guides. Before this class, I did not have the knowledge to do this, which gives me a clear path for the future. I believe some of the future trends that will be most challenging for media relations professionals to navigate over the next five years will be the growth of artificial intelligence (AI) and the continued development of social media platforms, which are shaping how companies move forward. Without PR professionals and journalists working together, my personal opinion is that job opportunities will not be as plentiful as they were in the past.