I enrolled in the Public Relations MA program at Full Sail University in October of 2023. I decided to pursue this program to strengthen and diversify my skill set, knowledge, and resume both personally and professionally, as I am committed to being a continual learner. Each course in the program has an aspect I am eager to grow in and contribute to. For instance, the Event Marketing and Production course is a class I am looking forward to, especially when considering the scope of events and productions post 2020 – the current climate seems to force a creativity that may rival the traditional way of producing and marketing events.
My passion and goal is to merge art and science to impact visual, literary, and auditory storytelling. I am aiming to develop an understanding of how to utilize public relations to reach audiences that are “unreachable” and to influence those who are tough to influence, while stretching my insight and execution on brands, brand reputation, and strategic communication.
Additionally, health and wellness are extremely important aspects of my life; therefore, they are pivotal components of my mastery journey as well. Exercising regularly has positively affected my life in areas outside of fitness; so, as I look to strengthen and diversify my skill set, knowledge, and resume both personally and professionally, I must also apply that to my fitness journey. I decided to start tennis lessons in the first week of December, which will be a new experience for me. Tennis is a sport I have admired from afar since taking it for a semester during my undergraduate studies.
Over the next 12 months I am dedicated to growing through challenges, collaborating, immersing myself in information, implementing the information, and obtaining my master’s degree in Public Relations from FSU.
The GIF above is a clip of Yoann Bourgeois performing an act from Clair de lune - Claude Debussy. This performance is a metaphoric expression of grace, persistence, confidence, failure, and victory to me. Whenever I see or think of this piece, it serves as a reminder and motivator of three things: have grace - especially when facing obstacles, know that every failure can be a lesson and a steppingstone, and to never give up because eventually you will step onto success.
Warner Classics. (2018, March 23). Clair de lune (Debussy): Alexandre Tharaud, Yoann Bourgeois - piano & dance [Video]. YouTube. https://www.youtube.com/watch?v=SFRiHQ-Lwzk
"[...] there's all these sorts of caveats that you can use to find your career choice that's not delineated by a single major or single coursework that you're in." - Virgil Abloh
The quote above is a reminder and confirmation that the Mastery journey is not linear; what could appear to be a detour is actually a step closer to synergy. Be inspired by your past and follow your heart... that's where you'll spark.
Harvard GSD. (2017, October 30). Core Studio Public Lecture: Virgil Abloh, “Insert Complicated Title Here.” [Video]. YouTube. https://www.youtube.com/watch?v=qie5VITX6eQ.
What was your favorite assignment in this course? Please explain.
My favorite assignment in the Public Relations in a Digital World course was the PSA assignment. I personally love storytelling and creating visuals. The PSA assignment not only gave me the opportunity to do both, but also gave information and strategies for communicating concisely and creatively. It was an impactful exercise that I can and will use as a student and as a professional.
Of the course topics covered this month, which one(s) do you think will be most helpful to you as a public relations professional?
The topics covered in the PRDW course overall are pivotal tools to have as a professional. The most helpful topics I would like to highlight are the understanding of influence, power of persuasion and building brands on social media.
Relationship building and maintaining is at the core of public relations. At the very least, a business or professional will experience challenges, if not a crisis – and being able to navigate ebbs and flows with the public is a delicate science. Understanding influence, persuasions, needs, wants, and the best avenue to convey certain information is a formula and the topics covered will aid in that.
How will the knowledge you acquired this month prepare you to work with professionals in the public relations industry?
The knowledge I acquired this month has provided some foundational tactics for strategic communication and presenting brands and individuals professionally. As important as strategic communication is, communicating on the correct platform is just as important. Especially in a digital age, the right message on the wrong platform could lay dormant. I was able to sharpen my knowledge on social media and the best communication styles for various platforms which will prepare me for working in the public relations industry.
As I continue my journey to earn my master's in public relations, my passion is being nurtured and nourished, and my professional and personal goals are strengthening. I stated in my intention statement, “My passion and goals are to merge art and science to impact visual, literary, and auditory storytelling. I am aiming to develop an understanding of how to utilize public relations to reach audiences that are “unreachable” and to influence those who are tough to influence, while stretching my insight and execution on brands, brand reputation, and strategic communication.” Writing for Interactive Media has provided some pivotal foundational tools that I will use not only as I navigate the rest of my master’s program, but also in my personal and professional life. Week one helped me cultivate my personal story, week two provided tools that I will continue to build on to find and reach specific audiences, as well as informed me on story structures and applications, weeks three and four highlighted the importance of attribution, editing, storyboarding, and planning publishing. All four weeks covered topics specifically related to my passion and goals.
One of the assignments that stretched professionally and personally was the about me page. That assignment helped me sharpen my intention and goals. I learned who my audience was by presenting my story and background. Being reminded that everyone is not my audience or the audience for anything allowed me to think about my audience, there for in turn gave me a blueprint for finding audiences for future projects and stories.
As I close out my third course in my program, I am proud that my progress is on the beam of the intention I stated in orientation. One of the skills I have learned that I am most proud of as of now is how to find audiences.
Each course I have taken so far, Full Sail, has been a challenge and enlightening, and Legal Aspects of Media was no different. While I did expect to gain an awareness of legalities in relation to media campaigns and resolutions, Legal Aspects of Media exceeded the expectations I had for the class. The class not only thoroughly covered a range of topics that provided a solid framework that I will continue to build on, but it has also sparked an interest in me to consider pursuing learning more about law formally.
One of my main goals is to cultivate my impact in visual, literary, and auditory storytelling and this course provided key tools to assist me with that goal. The knowledge I gained from this course equipped me with information to better protect and advise potential clients, as well as myself. One of my favorite assignments from this course was the Copyright Registration assignment. The assignment not only provided a real-life example for registering works, the lecture and readings leading up to the assignment were informative and highlighted important subjects for communications and media such as copyright infringement, limitations of fair use, and intellectual property.
Legal Aspects of Media has prepared me to confidently handle potential legal issues in the communications industry. Every week covered topics that I will consider and/or implement moving forward in my personal and professional life. I gained an awareness of how to read and research legal cases, more in-depth knowledge on the First Amendment and its restrictions, the Freedom of information Act, and how much the Constitution affects advertising, marketing and communications.
This course pushed the boundaries on moral thought and made me question and stretch the dichotomy between ethics and law.
Public Relations + Social Media = Brand Building
Innovative Public Relations Tools and Resources gave me an in depth and fresh perspective of public relations within the social media landscape. The key takeaways I expected to gain from this course while in Mastery was an understanding of public relations tools and how to effectively maximize the relationship between sellers and buyers across platforms. The tools and resources I acquired will strengthen and continuously invigorate my professional career.
IPR is exemplary of its name. I gained an increased awareness and knowledge of social media scheduling platforms, I learned the science of how to create effective marketing strategies, and the importance of customizing ‘platform specific’ posts and stories.
Guy Kawasaki’s masterclass and Gary Vee’s keynote exemplify the importance of social media across a unique spectrum of embodiment and execution. Guy spoke on posting to add value through posting content provides information, analysis, assistance, and/or entertainment; as his masterclass informed, analyzed and assisted (Kawasaki, 2020). Also, as Gary Vee spoke on the importance of highlighting your best communicative voice across platforms, he posted his keynote on YouTube - illustrating his point, as well as showing the validly in posting content that adds values and passes the reshare test Guy Kawaski spoke of. (Kawasaki, 2020, GaryVee, 2017).
The information I learned in Innovative Public Relations Tools and Resources will serve as steppingstones throughout my career in public relations and beyond. I am confident in building and cultivating brands through social media because of IPR.
References
GaryVee. (2017, March 13). Online Marketing Rockstars Gary Vaynerchuk Keynote | Hamburg 2017. [Video]. YouTube. https://www.youtube.com/watch?v=H_6yFerLNmU
Kawasaki, G. (2020, February 14). Guy Kawasaki on How to Rock Social Media. [Video]. LinkedIn. https://www.linkedin.com/learning/guy-kawasaki-on-how-to-rock-social-media/pick-a-good-screen-name-2?autoSkip=true&resume=false&u=50813145
Inspiring Action
I had a very broad expectation of Social Media Metrics and ROI in Mastery. My expectation was to leave this course with the ability to research, analyze, and report data for specific campaigns and brands overall. And while I gained that from this course this course, I have gained a deep understanding of the importance of social media metrics and ROI in today's digital age. Social media has become an integral part of businesses' marketing strategies, and measuring the success of these efforts is essential for making informed decisions. Through my studies and practical experience, I have learned how to use various tools and techniques to track key performance indicators such as engagement, reach, and conversions. This knowledge has allowed me to develop data-driven insights that inform strategic marketing decisions and optimize ROI.
One of the key benefits of understanding social media metrics and ROI is the ability to identify trends and patterns that can influence future campaigns. By analyzing data from platforms such as Facebook, Instagram, and LinkedIn, I have been able to uncover valuable insights about my target audience's behavior and preferences. This knowledge has enabled me to tailor content and messaging to better resonate with my audience, leading to increased engagement and conversions. Additionally, tracking ROI allows me to effectively allocate resources and measure the success of marketing initiatives, ultimately driving business growth.
Overall, the knowledge I have gained in social media metrics and ROI has been invaluable in my academic and professional endeavors. By mastering these skills, I have been able to not only understand the impact of social media on businesses but also leverage data to drive strategic decision-making. As I continue my studies and career, I am confident that my expertise in social media metrics and ROI will continue to set me apart and lead to tangible results for the organizations I work with.
As my Media Relations class ends, I reflect on the invaluable lessons I’ve learned throughout the course. The journey has been both intellectually stimulating and deeply transformative, offering not only insight into the mechanics of media relations but also a profound understanding of the ethics, strategies, and creativity that underpin successful public relations practices. My goal was to leave this course with an insight into journalists' role and credibility today and I gained much more than that.
One of the first key lessons from this class was the importance of understanding the media landscape. Today’s media is fragmented, with an array of platforms and outlets vying for attention. We explored the differences between traditional media—such as newspapers and television—and digital media, including social media and podcasts. Understanding these dynamics is crucial for any public relations professional, as they affect how we craft our messages and identify our target audiences.
Throughout the course, we engaged in numerous writing exercises, honing our skills in crafting press releases, pitches, and overall media kits. I’ve come to appreciate that effective media relations hinge on storytelling. A journalist’s job is to tell stories, and as PR professionals, our role is to provide them with compelling narratives that resonate with their audiences. The class emphasized the need to be clear, concise, and engaging in our writing, which are skills I will carry forward in my career.
One of the most impactful segments of the class focused on crisis communication. We learned how vital it is to have a crisis communication plan in place and what steps to take when a crisis arises. The need for prompt, accurate, and transparent communication became abundantly clear. In today’s fast-paced environment, PR professionals must be prepared to manage not only the message but also the potential fallout of any situation.
The emphasis on relationship-building was also rewarding. Effective media relations are not merely about getting coverage; it’s about building lasting relationships with journalists, influencers, and other media professionals. We practiced networking strategies and discussed the importance of maintaining these relationships over time. The connections made during this course will undoubtedly extend beyond academics and into my future career.
As I close this chapter of my academic journey, I am filled with gratitude for the knowledge and skills I have acquired in this media relations class. The lessons learned will serve as a strong foundation as I embark on my career in public relations. I am now more equipped than ever to tackle the challenges of the media landscape, armed with the understanding that successful media relations are about more than just gaining media coverage—it's about crafting authentic connections and fostering trust in a dynamic world.
I’ll start this journal entry with a direct quote from myself from an assignment in Mastery: Personal Development and Leadership, my first course at Full Sail.
When I decided to study public relations at Full Sail, I noted my goals and one of them listed during my orientation is to: Utilize PR to reach audiences that are “unreachable” and to influence those who are tough to influence. I hope this course provides the frame for that.
When I began this program -- even when I took this course the first time, I had no idea I would take this course three times, however I am glad I did. You really receive the return of what you invest. This course provided me with such a solid foundation of market and consumer research that I will undoubtedly carry with me in my personal and professional life.
Market and Consumer Research Analysis emphasized the importance of research, segmenting consumer markets, targeting specific customer groups, and presentation. By understanding the distinct characteristics, needs, and behaviors of different consumer segments, I can make informed decisions, improve effectiveness, and achieve better outcomes for myself and my clients. Implementing tailored marketing efforts provides a framework to make knowledgeable decisions and work toward objectives more strategically.
I explored different consumer research methods, including surveys, focus groups, and observational studies. Each method has its strengths and limitations, which leads to the option to create a combination of approaches to achieve optimum results.
I was also able to delve into the psychological factors that influence consumer behavior. Understanding cognitive biases, decision-making heuristics, and emotional triggers can help businesses create more persuasive and engaging marketing campaigns. Personally, this knowledge empowers me to make more conscious and rational purchasing decisions, while professionally I can target consumers more strategically.
Market and Consumer Research Analysis has equipped me with invaluable insights into consumer behavior and market dynamics. The knowledge I gained will not only enhance my personal decisions but also provide me with a competitive advantage in my professional endeavors. By embracing these principles, I can become a more informed consumer, a more effective creative directive and brand strategist, and an overall more strategic thinker in both my personal and professional life.
Third time’s a charm.
Sidenote: I hope to teach this class at Full Sail in the future.
MCA Timeline Goal: I am looking to learn the pros and cons of event marketing, as well as how to measure the effectiveness of events.
I am leaving the Events Marketing and Production course with an eagerness – I am excited to implement the strategy and structure I’ve gained over the past few weeks to my professional endeavors and my personal aspirations.
I have a deep passion for storytelling and showcasing narratives, and this course provided lectures, readings, and insights to sharpen my skills and knowledge in event, marketing, and production. Every event has a narrative, a reason why it exists, and why people should care about it. I learned how to be more intentional about the experience I have the potential to create and the impact of that experience.
We delved into the logistical aspects of event production—budgeting, venue selection, vendor management, and timeline creation. While these may seem like mundane details, they form the backbone of a successful event. Getting an idea or being inspired is usually exciting, however it's crucial to be aware of all the tedious and small decisions that have and can potentially have significant implications.
All the lectures were not only informative, but also transformative and important. One of my favorite lectures was the series on personal branding and image - I believe how you do anything is how you do everything. Therefore, branding self in turn helps brand your company and/or your work. It sets the tone. That lecture sparked me to explore creating a signature style for my events.
Whether it's for an audience of one or many, the Events Marketing and Production course provided lessons I look forward to practicing. I am equipped to transform ideas into impactful events and memorable experiences.
I started this course with an interest and expectation to gain an awareness of tactics used by manage reputations and how they are measured and monitored. As this course comes to an end, I am reflecting on the transformative insights I’ve gained. This course was essential in shaping my understanding of how reputation can make or break an organization, and it provided me with practical tools that will be invaluable in my future career. Among the wealth of information covered, there are three key takeaways that stand out as particularly impactful.
First, the importance of proactive communication cannot be overstated. The necessity of establishing a strong brand narrative before a crisis emerges is paramount. Through case studies and research, I was able to analyze how organizations effectively managed crises by having a transparent communications strategy and a clear understanding of their brand values. This proactive approach ensures that organizations not only survive potential reputation threats but can also leverage them for positive brand reinforcement.
Second, the role of social media. While social media can help amplify positive messages, it can also accelerate the spread of negative information. Crafting social media strategies that focus on engagement and community building is important. Using analytics tools to gauge audience sentiment can hinder, break, sustain, or propel a brand and its reputation, especially during a crisis. Taking heed to social media and leveraging it in real-time reputation management is vital to monitoring public perception and responding appropriately.
Lastly, we delved into the significance of building relationships with key stakeholders, including media, influencers, and the community and those that may differ during a crisis. Trust is a currency in public relations. The course imparted strategies for engaging in two-way communication, emphasizing listening and empathy as foundational to a strong reputation. Understanding these principles prepares me to foster relationships that can enhance or sustain an organization’s reputation, especially during challenging times.
Reputation Management Strategies provided me with essential tools for navigating the complexities of reputation management in branding and public relations. With skills in proactive communication, social media strategy, and stakeholder relationship building, I feel well-prepared to embark and elevate my career. I am excited to apply these strategies in real-world scenarios, confident that I can help shape and protect the narratives of organizations I represent.
Thank you, God.
Completing my Master's in Public Relations has been more than just earning a degree. It has been an exploration of who I am, who I’m evolving to be, and what kind of impact I desire to have. Over the course of this program, while I have sharpened my ability to navigate the challenges and master a discipline that sews together creativity, strategy, diplomacy and craftsmanship, what stands out most is how these lessons have shaped me as a person.
When I decided to study public relations at Full Sail, one of my main goals was to learn how to utilize PR to reach audiences that are “unreachable”, and to influence those who are tough to influence. So although public relations managing reputations or crafting messages —it’s about understanding people, listening actively, and building relationships based on trust. It’s about using the power of words to elevate others, tell their stories, and make their voices heard. Thats far beyond academics, it's deeply personal. I have cultivated a level of patience, perseverance, and the importance of empathy in every interaction, whether in the classroom or in the world at large.
Growth happens through a helix of isolation and collaboration, through embracing feedback and criticism, and most importantly through application and execution. Although mistakes happened and will continue to happen, they are steppingstones to improvement. “Missteps” are opportunities to reflect, grow, and evolve into a more competent, poised and confident person.
As I reflect on my journey, this moment is a moment filled with so much appreciation and love. This achievement is comprised of people God has placed in my life who have been sources of inspiration and motivation.
With that said I would like to thank Professor Chris Deason, who taught the Mastery course at the start of my program. You helped me lay the foundation for everything that followed – your feedback and guidance were invaluable. You challenged me to think critically, push my limits, and understand the depth of my profession. Thank you.
To my mom... one of the pivotal life reflections is you going to college and us moving on campus. Not only did you show me and Simone dedication, perseverance and resilience, experiencing college through you was one of the biggest inspirations in my life.
Simone... I carry you in my heart every day. As my younger sister you have always looked up to me, however, as you are forever my inspiration, Ms. Salutatorian. I love you forever Oompy.
Finally, with three master’s degrees and now as a Ph.D. candidate... you have been my toughest, yet biggest supporter, and I am so grateful you babe. Thank you for your unwavering belief and constant push. You’ve been my partner in every sense of the word, supporting me through the long nights, the doubt, and the moments of exhaustion.
This degree represents more than academic achievement—it represents love, sacrifice, strength, and community. Every experience is a caveat to one's development... I look forward to experiencing them in every moment in totality.
Give eternity a piece of you.
With love,
NiKii