Mastery Journey Timeline
- 1. MASTERY JOURNEY TIMELINE Eugenia F Wigington Full Sail University 2016
- 2. My path in the Full Sail University Master’s in Public Relations program will be guided by the innovative courses and my desire to absorb the knowledge that will help me set my path. Inspired by industry leaders who have been exemplary examples in the field, I will enter the industry willing and able to elevate any position and fully represent an organization’s or company’s message. The industry knowledege that I gain in the next eleven months will increase my skills and confidence. I intend to emerge from the program with the capacity and opportunity to be an outstanding leader. -Eugenia Wigington
- 3. MDL510 Mastery:PersonalDevelopmentandLeadership Month 1 Goal: To learn how to properly research and gather valuable resources to write effective professional papers. Gain insight on what is expected of an outstanding leader in the field of public relations. Strategies: § Read the assigned book Mastery by Robert Greene to further understand my individual path to mastery. § Follow and read about Industry leaders and companies on professional sites such as prsa.org. § View online video training on writing at Lynda.com, “Writing Research Papers” with Judy Steiner-Williams.
- 4. PBR 510 PublicRelationsinaDigitalWorld Month 2 Goal: Learn how to expertly navigate the digital world in order to further promote and support the brand and mission of the organization I will work with in the future. Strategies: § Read articles from online magazine, PRWeek.com. § View online video training on writing at Lynda.com, “Social Media for Non Profits” with Olivia Uribe-Mutal. § Set up meeting with a local PR professional, Kate Fodera at Push 22 to interview and shadow her process. DIGITAL MARKETING
- 5. NMJ520 Writingfor InteractiveMedia Month 3 Goal: Explore the technical and holistic practice of interactive media writing. Challenge myself to be a more effective and compelling storyteller. Strategies: § Read FSU library resource article, 8 Common Copywriting Challenges by Robert W. Bly. § View online video training at Lynda.com on “How to Use the Appropriate Type of Marketing Copywriting” with Ian Lurie. § Write and publish an article on LinkedIn. View Lynda.com training video, Writing to be Heard on LinkedIn with Daniel Roth. A SHARE Z> < S W Q lock
- 6. NMJ642 LegalAspectsofMedia Month 4 Goal: Learn all the legal complications that can arise with media relations. Through current events and trends, I will gain insight that will help my client maintain brand. Strategies: § Read FSU library resource article, Be Tweet Life and Death: Utilizing Social Media While Avoiding Malpractice by Bonie Montalvo Navarrete. § Read Top 10 Legal Issues in Social Media pdf on nealmcdevitt.com. § Take notes on the FSU library resource article, Five Ways to Keep Social Media from Being a Legal Headache by Bradley Shear.
- 7. PBR 540 InnovativePublicRelationsToolsandResources Month 5 Goal: Investigate the role HTML and RSS play in the development of a public relation campaign. Elevate my skills in social media platforms including Facebook and Twitter. Strategies: § View Lynda.com training video, “Social Media Marketing with Facebook and Twitter” with Brad Batesole. § Create a professional public relations Facebook page and increase my presence on Twitter by posting at least two tweets every other day. § Attend a Girl Develop It Detroit, ”How to Build a Website: HTML & CSS for Beginners” (2-Day Workshop).
- 8. PBR 550 SocialMediaMetricsandROI Month 6 Goal: Gain working knowledge and understanding of ROI and Social Media Metrics in order to monitor and gauge effectiveness of an organization’s web presence. Strategies: § Read FSU library resource article, Web Indicators for Research Evaluation. Part 2: Social Media Metrics by Mike Thelwall and Kayvan Kousha. § View Lynda.com video, “Use Site Metrics Reports, Adobe Reports, and Analytics” with David Booth. § Attend a Girl Develop It Detroit, ”Intro to Search Engine Optimization” workshop. SEO
- 9. PBR 560 MarketandConsumerResearchAnalysis Month 7 Goal: Learn how to effectively research various public relations and marketing resources in order to identify a niche market and attract target audience. Strategies: § Read FSU library resource article, Warning system for online market research-identifying critical situations in online opinion formation by Carolin Schlick. § View Lynda.com training video, “Implementing an Online Marketing Campaign” with Brad Batesole. § Read online article on Marketingdonut.co.uk, Finding Your Audience on Social Media by Gemma Went. MARKETING STRATEGY
- 10. PBR 610 MediaRelations Month 8 Goal: Learn how to effectively be an advocate for the organization that I may be representing to the media, supporters and non supporters. Strategies: § View online video training on writing at Lynda.com, Media Training with Dierdre Breakenridge. § Interview Megan Mair Crosslin, Marketing and Events Director for Gilda’s Club Metro Detroit on her media relation experience. § Read Your media relations should have a strategic purpose by Kim Harrison on Cuttingedgepr.com.
- 11. PBR 620 EventsMarketingandProduction Month 9 Goal: Learn how to garner excitement and support for an organization or a cause through engagement and participation from the community. Explore various digital and public approaches to public relations campaigns. Strategies: § Attend networking events including Drinks X Design. § View video training on Lynda.com, Writing Press Releases with Lorrie Thomas Ross. § Contact Artist on the Boulevard and/or The Pontiac Art Center about developing and producing an art education event.
- 12. PBR 650 ReputationManagementStrategies Month 10 Goal: Learn strategies to deal with misrepresentation and misleading information that may threaten to damage the reputation of a company or organization. Strategies: § Read FSU library resource, Public relations in the small business environment: Creating identity and building reputation by Nell Huang-Horowitz. § View online video training on writing at Lynda.com, “Creating Your Personal Brand” with Lida Citroën. § Read 5 Efficient Reputation Management Strategies by Mike Zammuto on Prdaily.com.
- 13. PBR 640 TheOnlineMediaRoom Month 11 Goal: Develop skills to help me create effective and compelling content in order to strengthen an organization’s online message using Facebook and twitter. Strategies: § Read article, Strategic content management by Jonathan Kahn on Alistapart.com. § View Lynda.com training video, How to Rock Social Media with Guy Kawasaki. § Take online course, Copywriting secrets- How to write copy that sells ($29) with Len Smith and Sean Kaye.
- 14. PBR 699 ThePublicRelationsFinalProjectandThesis Month 12 Goal: Develop a final project that will be an accumulation and reflection of what I learned in the previous eleven months. Create and present a professional website that will display my skill and knowledge Strategies: § Read FSU library resource article, Writing Your Winning Thesis by J. Lajom and C. Magno. § Apply for positions for Development and Community Relations specialist (Oakland County government, local non profits, educational institutions. § Volunteer at annual holiday event for Grace Centers of Hope, a local non profit. Designedbyfreepik.com
- 15. Laysha Ward Executive Vice President and Chief Corporate Social Responsibility Officer at Target https://twitter.com/layshaward “Real leadership and growth emerge from our willingness to ask for help and give it. Authentic human networks are built on a balance of vulnerability and strength, trust and acceptance of the idea that we'll all get better together.” (612) 696.3400 Retrieved from www.leanin.org Photo retrieved from www3.pictures.zimbio.com Industry Leader
- 16. Leslie Berland Chief Marketing Officer at Twitter https://twitter.com/leslieberland “At many companies, teams workingon digital initiatives are broken apartand siloed. This disconnectresults in a lotof different people workinga lotof differentthings and it prohibits the formation of one vision, one approach, one strategy.” Retrieved from www.femtechleaders.com Photo from www.techcrunch.com Industry Leader
- 17. Christopher Graves Global Chair at Ogilvy Public Relations Worldwide https://twitter.com/cgraves “Lots of hard data will drive your audience away. Appeal to emotions instead.” Christopher.Graves@ogilvy.com Retrieved from www.prnewsonline.com Photo retrieved from www.dingmktg.com Industry Leader
- 18. Brandee Barker Co-Founder and Partner, The Pramana Collective https://twitter.com/brandee “If you have a photo of a dress that looks different colors to people, create a meme-you might break the Interwebs.” Retrieved from www.yoadvice.com Photo retreived from adweek.com Industry Leader
- 19. Mathew Harrington Global Chief Operating Officer at Edelman https://twitter.com/mj_harrington “At Edelman, we believe strongly that in order for our clients to achieve their business objectives and connect with their target stakeholders, both they and we have to do as Unilever did and “show up differently. This means, among many things, connecting in genuine and authentic ways with employees, customers and all types of people. It is not about being a slave to data, big or small, but rather it’s about leveraging data to guide, not dictate, a way forward.” Retrieved from www.edelman.com Photo retrieved from www.dingmktg.com Industry Leader
- 20. Christine Kirk Founder and CEO Social Muse Communications https://twitter.com/LuxuryPRGal “Forget content. In #PR, relationships are king. Forge meaningful relationships with media, clients, & influencers for results.” christine@socialmuse.com (323) 371-9004 Retrieved from www.yoadvice.com Photo retrieved from prcloset.tumblr.com Industry Leader
- 22. Digital Detroit Michigan Nonprofit Association American Marketing Association (Detroit) Public Relations Society of America (PRSA) Digital U Women of Full Sail Creative Writing Club Creative Student Networking Group Full Sail University Clubs and Organizations Professional Public Relations Clubs and Organizations ClubsandOrganizationstojoin
- 23. Knowledgeable in the industry. Genuine human being Empowering innovator. Involved in thecommunity. Positive outlook and influence. Generous with his or her time and resources. The right mentor can inspire and motivate you with his or her positive professional outlook and demeanor. Her influence may make all the difference. Characteristics of a Mentor
- 24. TimelineGoals:Mypathtopurpose January February July March August April September October May November December June Begin Leadership Development Navigate Digital Marketing Become a compelling storyteller Gain media law insight Elevate social media skills Gain social media metrics skills Become effective consumer market researcher Gain media relations skills Learn digital events marketing Learn reputation management Create effective web content Evolve from knowledge to practice Learn Practice Network PresentTeach evolve
- 25. Bengtsson, S. (2015). Digital distinctions: mechanismsof differencein digital mediause. Frontiers In Pharmacology, 30-48. Bly, R. W. (2009). 8 common copywriting challenges: Here's what todo when your client and you are not on the samepage. Writer (Kalmbach Publishing Co.), 122(11), 38- 39 Designedby Freepik. Retrieved from <a href="http://www.freepik.com/free-photos- vectors/computer">Computer vector designedby Freepik</a> Fawkes, J. (2015). AJungian conscience: Self-awarenessfor public relations practice. Public Relations Review, 41(5), 726-733. doi:10.1016/j.pubrev.2015.06.005 Greene, Robert. Mastery. Penguin Books, 11/2012. VitalBook file. Huang-Horowitz, N. C. (2015). Public relations in thesmall business environment: Creating identity andbuilding reputation. Public Relations Review, 41(3), 345-353. doi:10.1016/j.pubrev.2014.10.018 MontalvoNavarrete, B. (2015). BeTweet LifeandDeath: Utilizing Social MediaWhile Avoiding Legal Malpractice. FloridaBar Journal, 89(7), 52-55. References
- 26. Lajom,J. A., & Magno,C. (2010).Writing your Winning Thesis.International Journal Of Research & Review,428-36. Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effectiveuseof marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns andmobileapplications. Journal Of Economics, Finance& AdministrativeScience, 20(39), 118-132. doi:10.1016/j.jefas.2015.07.001 SHEAR, B. (2016). FiveWays toKeepSocial Media From Being a Legal Headache. Education Digest, 81(5), 54-58. Sources for Market Research Reports. (2004). Journal of Business & Finance Librarianship, 9(2/3), 91-108. doi:10.1300/J109v09n02_04 Stampler, L. (2012, November 18). 25 Most Important PR PeopleBehind the Scenes of Corporate America. Business Insider. Retrievedfrom http://www.businessinsider.com/meet-the-25-most-important-people-in-pr-2012- 11?op=1 Thelwall, M., & Kousha, K. (2015). WEBINDICATORS FORRESEARCH EVALUATION. PART 2: SOCIAL MEDIAMETRICS. El Profesional DeLaInformación, 24(5), 607-620. doi:10.3145/epi.2015.sep.09 References