VCU Mass Comm Week

Predicting the Future

2008-10-21T09:41:00.000-07:00

By Kalyn Salinsky

The days of waking up to the thud of a newspaper hitting your front door in the morning may be fading. Today, waking up and turning on your computer is the fastest and easiest way to get your news.

This online trend represents the future of most media outlets, including newspapers, television and wire service.

"People want news; there is a huge appetite for news." Said Jean McNair, news editor at the Associated Press. "What’s changing is how news is delivered."

As a part of VCU’s Mass Comm Week, a panel of speakers discussed the future of the media and the changes that may be occurring as graduates are looking for jobs. About 200 students came out to hear the panel, which was held in the Temple Building on VCU campus.

Wire Services

The Associated Press distributes its news primarily on the Web, where many media outlets are turning to. The Associated Press sends out wire notices to customers including Yahoo News and the U.S. government.

McNair said the Associated Press works well on the Internet because it enables breaking news to be brought to customers in seconds. She said it allows for a "deadline every minute."

The future goals of the Associated Press include expanding ways to get the news you want, in the region you are in. The Associated Press is also striving for more in-depth reporting and analysis in the newsroom, said McNair.

Newspapers and Television

Daniel Finnegan, senior editor at the Richmond Times-Dispatch, discussed the potential for an online-only newspaper in the future. Finnegan said that 1,000 hours per week is put into Internet projects alone at the Richmond Times- Dispatch. Finnegan explained the importance of news and compares it to a form of "checks and balances."

The goal of the Richmond Times-Dispatch is to bring credible news to the community in a trustworthy fashion. However, this credible news may be brought to you differently in the future.

Finnegan said the newspaper has already compacted its self to be smaller both physically and content wise. Finnegan said the Richmond Times-Dispatch will start distributing premium on-demand products by sending out top news on specific days and any other section, such as the sport section, sent only by request. All other content will be on the Web.

The general sales manager from NBC 12, Kym Grinnage, discussed how news is changing on television. Grinnage said that the news on television gives a visual to the audience, but only recaps a story in about two minutes.

"TV is a tease to get your attention," and reading the news is still a necessity, he said. However, with the switch to digital television, news stations will now be able to provide multi-casting and stay as local as possible.

Revenue

So why not make the switch to Internet only? One word: advertising.

All three media outlets discussed the revenue made by advertisers and how it is much higher in print than online. Advertisers will put more money into print news because customers pay more attention to those ads rather than those online. The panelists said many people ignore the advertisements online and many people get the print form for the advertisements. These factors make it extremely hard for media outlets to fully switch over to Internet only news while still making revenue.

Janna Eubank, a sophomore at VCU and aspiring journalism major, said that she preferred the hard copy of the news rather than online news. She attended this event with hopes to decide whether she wants to declare print or broadcasting journalism, however, it seems as though both will be primarily on the Web in the future.

2008-10-21T09:14:00.000-07:00

Seeking the wisdom of the "blogging guru"

2008-10-14T05:32:00.000-07:00

by Sarah Rodriguez

Godsmack, Former Israeli Prime Minister Benjamin Netanyahu, Verizon Wireless and the Duke Ellington Jazz Festival all have two things in common. One, they used social media as a way to advertise and publicize, and two: Geoff Livingston.

Called the "blogging guru" by the Washington Post, Geoff Livingston was one of the speakers for VCU's Mass Comm Week. On Thursday he spoke to a crowd of more than 50 VCU students and faculty who had come to see the "Using Social Media Intelligently" seminar. Here they were introduced to the power and possibilities of a simple message of 140-characters-or-less that can be blasted to thousands of people at one time. This is the power of social media which includes websites like Facebook and MySpace, and communication methods such as Digg and Twitter.

Livingston said students need to know "how powerful these tools are and how businesses need to communicate with these tools." He predicts that one day, all businesses will be forced to use social media, or lose all advertising power. In other words, this is not a fad that will go away or a problem that can be ignored.

With the current recession, many businesses are finding advertising too expensive. They are turning to people like Livingston to create a social media campaign. He says that the reason social media is so effective is that it allows the opinion of third parties to be heard, and people will trust the opinion of a third party more than reports by the actual businesses.

Social Media is also a medium for embarrassing the organizations into making changes. For example Livingston, cited a Target ad depicting a woman spread-eagled on a bulls-eye. Amy Jussel, a blogger for Shaping Youth , blogged that the advertisement was subversive and sexist. When she asked Target to respond to these claims, Target sent an email stating that their company does not participate with non-traditional media. The traditional media immediately picked up this story, causing Target to backtrack and claim that their business was looking into making a move to non-traditional media

"It made me want to go on MySpace or start blogging to rant about my luggage being lost!" said Kathleen Whittlow, a public relations major who works for "Blogging Congressional Quarterly" and who was inspired by this example.

Kimberly Barnes, a Mass Comm student, also found the seminar useful: "I did feel this was helpful ...especially after the 'Landing Your First Job' event. It really puts it into perspective: knowing your social media tools and knowing what tools are hot."

Geoff's Buzz Bin blog is nationally recognized as one the leading marketing blogs in the world, and is the top ranked independent public relations blog in the Washington, DC region. Geoff’s book on new media “Now is Gone” will be released on October 1.

Dean Gives Insite to Transformations in Elections

2008-10-13T07:45:00.000-07:00

RICHMOND, Va. (October 8, 2008)--Obama and McCain campaigns have been a huge topic of discussion. Millions of Americans have sat near their televisions, radios and computers gathering information about who may be the best candidate for this upcoming election. Citizens have even listened to opinions from celebrities about who is most qualified. White House Correspondent Bob Deans gave a different perspective about this transformation in elections on Wednesday during VCU’s Mass Comm Week.

Bob Deans, VCU Alumni and former reporter from the Richmond Times Dispatch, is no stranger to the White House. He viewed the transition from the Clinton administration into the Bush administration and is excited to see how the administration will work in the next president’s term.

In talking about the past presidents, Deans said that he learned a lot from his first job at the Charleston Post and Courier. There were a few phrases that helped him sum up the Clinton and Bush administration and would later help in defining presidential roles.

“Say it enough and people will believe it,” Deans said in describing the Clinton administration. Dean explained that in the Clinton administration, it was believed that government was part of the solution, not the problem.

“Keep it vague and staccato,” Deans said in describing the Bush administration. He explained that the Bush administration was run governed by fear. This fear was so deeply installed, that there has not been an attack on the United States in eight years.

Dean then discussed the Obama and McCain campaigns.

“There are journalists who have long careers and there are journalists that make predictions. There are none who have long careers by making predictions,” Dean said as a disclaimer.
Dean discussed four questions during this election that serve as a staple in Americans making their decision.

“Who am I? What do I Stand for? What’s in it for you? How are we going to get out of this mess?” Dean said, are the main questions that politicians should answer during an election.
Dean explained how Obama has answered all of the questions thoroughly. Obama has identified how he will get the country out of the terrible economic state it is in now. Obama’s support from Americans, explained by Dean, has been illustrated in the fact that Obama has raised $80 million in August alone. He describes Obama as a “genuine political phenomenon,” resembling a modern day John F. Kennedy and Martin Luther King.

Dean then went on to discuss what it takes to be a good president.

“Choosing a president is not about finding a perfect person,” said Dean.

The three main things needed to run the country are executive judgment, a top-flight staff and the ability to articulate a vision that will maintain support for what one is trying to do.
The forum highlighted the different terms of presidency and even delved into how the upcoming presidency may be.

Mass Comm professor, Dr. Bill Oglesby said, “The forum was very interesting. He has an inside view into how the white house works. It was wonderful to hear about [Dean’s] experiences.”

Traditional Media Loses Lunch

2008-10-12T18:45:00.000-07:00

By Lacy Hickl

RICHMOND, Va. (Oct. 9, 2008) - With social media networks such as Twitter and Facebook becoming increasingly prominent in daily lives, their influence is beginning to trickle over in areas such as public relations and advertising, resulting a huge affect of how consumers perceive brands.

CEO Geoff Livingston of Livingston Communications delivered a highly relevant lecture about the growing market for social networking systems on Thursday to an audience of about 65 students in the T. Edward Temple building.

The lecture, “PR and Social Media,” touched on subjects such as branding and emphasized on how social networks such as Twitter and Facebook are becoming more influential in corporate America now more than ever because of the recession.

In regarding the economic crisis that has plagued America, Livingston pointed out how many companies are finding traditional media outlets too expensive for advertising and are looking into social networks more.

“It’s about to hit full on now,” Livingston said.

For example, shoe company Zappos is now a one billion dollar business, but had originally started as a New York centered Twitter market. Also, Livingston acknowledged how the Obama campaign has vastly integrated with social networking, allowing them to raise millions of dollars from people all over the United States.

“They (Obama campaign) have created a grassroots mechanism that corporate America is now studying and trying to copy.” Livingston said.

In light of the political campaign strategies, large corporations are becoming more aware of how the opinion of the consumer is spread through mediums such as blogs and online reviews.

Livingston cited three different areas of creating and managing a brand:

verbal and visual, which is provided by the company to build a promise of what the brand is supposed to be like.
experience, which is provided by consumers through reviews and blogs.

Livingston described this triage as “a lot of little pictures that make a big picture.” Meaning consumers are getting information from a variety of sources, whether through online reviews or blogs, that allow them to build an opinion of a brand.

Livingston discussed how consumers trust third parties more than the company because consumers believe third party opinions are genuine because they’re not trying to sell anything.

Blogs are becoming ever more prominent, even in traditional media like newspapers. Livingston, being a social media guru, even feels that blogs are not a valid source to use in news stories.

“Nevertheless, the media cites them all the time,” Livingston said. “…Traditional media is losing their lunch to social media.”

2008-10-11T17:13:00.000-07:00

Brooklyn Brothers Invade VCU Brandcenter

By: Stephen Fisher

RICHMOND, Va. – The Brooklyn Brothers aren’t actually brothers at all and their office is located in Manhattan, not Brooklyn. They have done some of their best work creating ads and ideas for companies in need.

Over 100 students gathered at the VCU Brandcenter Friday afternoon to listen to a presentation delivered by two members of the Brooklyn Brothers company. The speech marked just one of more than 20 events that made up VCU’s Mass Comm week.

Guy Barnett, cofounder and creative director of Brooklyn Brothers, along with his partner Paul Parton, spoke about creativity and the new consumer.

Parton explained to the audience it doesn’t matter what medium you’re working in-you have to approach things with an online state of mind. An online state of mind, he said, consists of four components:

Invite customers in
Trust is everything
The idea is the medium
Advertising is disposable

“Trust is absolutely critical for brands these days,” said Barnett. The audience was then shown pictures of several popular brand logos and asked to raise their hands when they saw a brand they trusted. Hands shot in the air when Coca-Cola Co., Apple Inc. and Google were shown, but not even half were seen when Microsoft Corp. came up. Barnett stated that the new iPhone was terrible and he is now losing faith in a company he once trusted.

Advertising has to be cheap and plentiful because one can’t always be sure what consumers will like, according to Barnett. You have to constantly be writing. The company tries not to spend more than eight weeks on a single campaign to avoid having it become stale.

The Brooklyn Brothers created an ad/billboard for the History channel to help promote their new show, “The Barbarians.” The billboard displayed a simple message: “The Barbarians are coming” and used 1400 real arrows on the board. Although there were only two in the entire country, the billboard became the most popular in the channel’s history.

The company has also launched an organic chocolate bar called “Fat Pig.” Barnett said it was difficult to find an organic chocolate bar these days that was just plain and not hindered by the introduction of nuts, almonds, etc.

After the Brooklyn Brothers helped aid Kayak.com with some of their ads, the company gained over 160,000 views on YouTube and their Google search volume increased by 30%.

Many of the big companies these days are looking to the youth for answers on what is going to be the next big thing, the next Face book explained Parton.

“We’re jealous of you all, we’re old, and we didn’t grow up in a digital world,” said Parton.

“It was the best summer of my life being ridiculed by some of the smartest people in the industry,” said Kyle W. Lin, a VCU Mass Comm major who interned with the Brooklyn Brothers this past summer.

PR Professionals Offer Tips to VCU Students

2008-10-11T16:35:00.000-07:00

RICHMOND, Va. (October 8, 2008) -- Considering landing your first job in PR soon? You would have learned from the best Thursday, during a lecture featured for Mass Comm Week at Virginia Commonwealth University.

Jeff Wilson, Associate VP and Director of Business Development for CRT/tanaka and fellow employee, recent VCU grad Catherine Gryp, gave a 60 minute presentation regarding the do’s and don’ts for respected PR professionals.

CRT/tanaka is recognized as an award-winning, mid-sized PR and Marketing firm in Richmond, Virginia. Both Wilson and Gryp went over an important "Top 15" list that all PR students should remember when applying for jobs.

1. Get internship experience.
Begin to feel comfortable with the idea of gaining crucial experience. If you are not able to find an internship, then considering volunteering, which brings us to our next tip.

2. Consider volunteering for a non-profit organization.
Not only will this appear on your resume as valid real-world experience, it will also be a way to work with an organization that will be able to provide hands-on experience for you.

3. Write. Write. Then write some more.
Begin to build a portfolio of writing samples to have on hand for future job opportunities. Always have an AP Stylebook handy, as it will serve you well.

4. When compiling material, proof it.
If you are not the best proof reader in the world, have a friend or professor do this for you.
"I have seen many wonderful resumes thrown out because there was a typo found in it," Wilson said. "If I’m already looking for a reason to narrow candidates to a smaller pool, don’t make my job easier."

5. Network.
Don’t just go to an event to be able to say you attended. Move around, introduce yourself, and capitalize on the chance to meet important people that may be able to help you later on in your career. Networking is a great way for others to recognize your name.

6. Ask to attend an informational interview.
Many organizations will be more than willing to set up an interview session where job applicants will be able to learn more.
”At a certain time we may not be hiring, but we will keep you in mind if you leave a good impression,” Wilson said. “It shows that you have an interest in the company.”

7. Do your homework.
Know as much about the company as you possibly can. Know the products, services and clients of your organization. It shows that you are serious.

8. Customize your resume.
Make sure your resume is customized to what the agency is looking exactly for. Match the job description they have sent out, particularly pay attention to this in the cover letter.

9. Show your passion. Find your passion.
Find opportunities in career fields that you have an interest in.
” I wanted to make sure this is exactly what I wanted in a degree.,” Gryp said. “A lot of people I graduated with did not see the urge in finding a job in fields that they were interested in. They said they would do it later and they still haven’t found work they really want to do.”

10. Ask questions.
This is your chance to show that you have done the research and work that will set you apart from others.

11. Be willing to relocate.
The economy today is not that stable. Be willing to move away from family and friends to pursue your goals. Think about your future.

12. Be flexible.
”You might not get your dream job right away,” Gryp said. “Be willing to see the wonderful opportunities in other jobs.”

13. Create a support system.
Talk to your fellow alum and classmates. Ask for resources that may help you with your search.

14. Embrace social media.
This is when those long hours being on Facebook may actually serve you well. As a PR major, you should be able to understand how companies use social media for their clients. Always be thinking about what tools are the next big thing.

15. Send thank you notes.
This will set a good impression on the minds of your employers.

The presentation received an overwhelming response of praise. Students did not hesitate to stay after the presentation to ask questions. Many found the presentation to be helpful in their future plans.

Danielle Vaughn, junior and public relations major, shared her thoughts while students began to file out of the room. “I found it to be quite helpful,” she said. “It will definitely help me get my stuff together.”

Jeff Wilson contributes to various media relations and strategic planning concepts within CRT/tanaka. He was recognized in 2007 as Richmond’s “Top 40 Under 40” by Style Weekly. Catherine Gryp, as a December 2006 Summa Cum Laude graduate from VCU, will join the firm specializing in new business development as well as agency promotion.

Miami brings Crime Writing to VCU

2008-10-11T13:45:00.000-07:00

By Hailey Stuart

Maggie Eugene Richard, was part of a community known as Diamond, was surrounded by sickness and death throughout her life. Not only did neighbors fall victim to this illness, but her family did as well.

First her sister and father and finally her mother died. The cause of her loss: an industrial processing plant, operated by Shell and located only 25 feet from her home, emitting toxins into the air.

Eugene took it into her own hands to stop this sickness and challenged the industrial giant Shell.

Forteen years after the death of her beloved sister, the people of the Diamond community were victorious, and paid to move the community.

This was the plot and true story of Ronnie Greene’s first published book, Night Fire. Greene, an investigative reporter for the Miami Herald, and fellow author Sergio Bustos, a deputy editor for the Miami Herald, spoke about their first books for Mass Communications Week on Thursday. Both are alumni of VCU.

According to Greene, writing a book is different from writing for a newspaper. With news, Greene “had to fight for every word” in stories that took place throughout the years. However, with a book, he could give the reader information that is far more in depth.

Bustos shared similar opinions.

“It was just the opposite from writing in the newspapers,” said Bustos, author of Miami’s Criminal Past Uncovered, when asked if there were limitations on what material could be in the book. He explained that, unlike news writing, in a book you must include each detail so characters and situations are able to develop and keep the reader interested.

Two years ago, Bustos and a fellow editor wrote a series called Flashback, in which they retold crime stories from Miami’s past with new angles and details. It appealed to many local readers as it told stories many of them knew about and could relate to.

As their series began to gain popularity, Bustos received a call from an editor of History Press, in Charleston, S.C. He asked Bustos if Bustos could write a book based on the idea of Flashback, including six stories.

“It’s not every day that someone just calls you to write a book,” said Bustos, and so he and his editor “decided to take the plunge.”

When they started, they believe that they could simply transfer the stories they had already written from the newspaper to the book. Much to their surprise, however, book writing required much more details and development.

Bustos explained when writing for a newspaper, “you really put a story on a diet,” as information and details must be cut out to make it a fast and easy article to read.

Both Bustos and Greene found the work put into book writing very rewarding.

Do the authors have a preference of books or news writing?

Greene responded, “no doubt books, and this is my first one.”

Bustos has already been approached to do a second book. “I am dying to do it,” he said. “I would much rather do it this way.”

Social Media and Us

2008-10-11T12:52:00.000-07:00

Zappos, Twitter, Dig. These might sound like futuristic gadgets or new slang, but in fact they that represent the new generation of communication among individuals. These inventions are simply referred to as "social media".

Geoff Livingston, CEO of Livingston Communications, gave a speech Thursday to 65 students on the impact of social media on the public relations field. It was one of many panels held as part of Mass Communications week at VCU.

Throughout the speech the social media guru said businesses should use these new media as part of their marketing strategy to get feedback from the consumers.

Livingston pointed out the consequences of major corporations underestimating the advantages of mediums where customers can talk about their individual experiences with the product.

" That’s what social media is all about, it’s about conversation," Livingston said.

He showed the incredible sway of social media to customers by first fielding a question about the problems of a certain brand of computers. He then said that if any one of the students were to go on Blogger and post a complaint about the brand, the company’s main office would contact them personally within 24 hours.

Livingston said one of the main reasons for the recent flood of people toward social media is the loss of faith toward the traditional media. He said that the media have lost it's factual basis with viewers because it has been proven that when "messaging" is involved, there is usually bias involved. With social media tools consumers can, most of the time, get unbias points of view towards an idea or product.

"People trust third parties more than organizations," he Said.

Throughout the speech the social media CEO gave several examples of where the embracing or neglecting of social media and its users can help or severely hurt a large company.

One of these instances included the complaint of an individual toward a Target ad showing a girl laying spread eagle on a target bulls eye. When the individual complained to the company, she got a response claiming that Target would not acknowledge her because she did not represent a certified organization. when the story made the front page of the New York Times, the company quickly stated that they were looking to change their policies to acknowledge those who are not necessarily in the business world.

Livingston also said that social media tools such as Facebook are helping businesses decide whom they hire . He expressed that he has denied people jobs to his company because of what he observed on their Facebook accounts.

Unacceptable pictures or violent rants are a cause for a company to refuse to hire a person, and he told the audience to "clean up their Facebook" before applying to any job.

Assisstant Professor Soo Yeo Hong, who has never signed on to any social media network, said that she was inspired after the panel to get a Facebook or other social media account to keep on track with today’s ever changing communications methods.

At the end of the Speech Geoff Livingston passed out free copies of his book "Now is Gone" to students in attendance.

Blogging Guru Visits VCU

2008-10-11T12:46:00.001-07:00

Blogging Guru Visits VCU
By Alli Atayee

RICHMOND, Va.(October 9, 2008) - - CEO of Livingston Communications, Geoff Livingston, stopped by VCU’s campus to discuss the impact of social media and its effects on students, corporations and traditional media.

The audience, made up of mostly mass communications students, seemed to be rather unresponsive at first, but Livingston did well to engage them by bringing up something all students can relate to, Facebook.

“Most Facebook users, just like all the students in the audience, are casual users,” says Livingston ,” but there is an aspect to the social media giant that most of us don’t realize.”

“Every one can see your page,” Livingston emphasized.

Many employers, including Livingston Communications, do a thorough background check on perspective employees which includes visiting their Facebook and Myspace pages. He advised those in attendance, especially those who are planning on applying for jobs and internships soon, to be weary of what they reveal about themselves on the sites because it has open access to all.

Facebook, which has over 100 million active users, as well several other social media sites have put many large corporations on notice. With traditional advertising and PR not having the same effect it used to, many companies are now trying to use these sites in order to reach consumers. It works both ways though, and consumers can often get a heads up on companies, products or other services they are interested in.

The movie Clover field, was used as an example of how this wave of information can travel both ways.

“ That movie sucked,” said Livingston.

Livingston spoke about how the movies advertising targeted social media users, college and highschool students, to get penetration in a way that movies in the past have never had. The movie had a much anticipated release, but failed to live up to the expectations of viewers. And those viewers went right back to those same social medias and let everyone know how they felt about the flim.

“ Small pictures are necessary to create a big picture,” Livingston said. Brands are no longer only represented by a a single element or source, but rather by a collection of different sources to show who they are. Livingston says the tools used most commonly by companies to get their brands to stakeholders are
• Verabal, the more people talk the more exposure it receives
• Visual; consumers are more likely to pay attention if they see something everywhere .
• Experience

“ I knew that blogging was a big growing community,” said Taylor Milford, a sophomore public relations major, ”but I was not aware of how much of an effect it has already had on how regular traditional media."

Social Media: The Communications Wave of the Future

2008-10-11T12:10:00.000-07:00

RICHMOND, VA (October 9, 2008) - Social media expert Geoff Livingston addressed a packed auditorium of students on Thursday during VCU’s annual Mass Communications week, sharing his expertise on social media’s effect on today’s Public Relations endeavors in the business world.

Livingston, CEO of Livingston Communications, a communications firm in Alexandria Va., began his presentation by showing students his own Twitter page , a social networking and blogging service. He asked his Twitter community and followers to give advice for him to share with students, about what they should do, from a PR and marketing standpoint, when first getting out of college.

Some of the advice given by Livingston’s followers was to make sure to first understand the purpose of social media; otherwise it is just a gadget. It was also advised, by his followers, to read the PR blogs and that goals and strategies are critical in social media as in any other communication.

After sharing the advice from some of his followers, Livingston told students about what getting into the business of PR and social media is like.

“You’re going to make some enemies, you’re going to hear some things that you don’t like if you’re involved in social media,” said Livingston.

Negative feedback can result in positive change. When customers tell companies that they don’t like their product or that there is a problem with the product, this helps companies to produce a better product or service.

“People don’t just buy things from people because they have something to sell,” said Livingston. “We need to have something of value sold to us.” That’s what negative feedback eventually gives consumers, something of value.

Livingston discussed the ever-popular Facebook and the power of this social tool. He gave the advice to make sure that you clean-up your Facebook page.

“I have not hired people because of what I’ve seen on their Facebook page,” said Livingston. “Your reputation is on the line.”

He recommended that students not post pictures that they wouldn’t want future employers to see or to have any unsightly content on the page. So maybe making your Facebook page private, isn’t such a bad idea.

The social media authority emphasized the fact that social media is about to become the next big thing in the business, marketing, and advertising world. Social media are currently in the majority phase of the diffusion curve, the adoption cycle of any technology or innovation. This means that social media is continuing to grow its popularity and almost cause a dominating effect in terms of communications. He said that traditional PR and marketing aren’t working as well as they used to and that social media is taking the place of these once coveted tools.

Traditional media need social media, but according to Livingston, “Not any one source creates the brand. You have to integrate your social media; build sales, change brand perception, provide public awareness, educate.”

Students seemed intrigued by the information that Livingston had to offer

“The presentation actually inspired me to go out and get a Twitter or to start a blog,” said mass communications student Sarah Rodriguez.

“The talk itself was pretty enlightening; blogs and social media, the effects that they have on business and people’s personal lives,” said junior Andrew Pauly.

At the end of the presentation, Livingston gave out copies of his award-winning book “Now is Gone.”

By: Kathleen Whitlow

Livingston Discusses Social Media

2008-10-11T11:42:00.000-07:00

Livingston Communications CEO, Geoff Livingston discusses PR in social media sites with VCU students.
By Kyle Horan

RICHMOND, Va. (October 9, 2008)—CEO of Livingston Communications and expert on social media sites, Geoff Livingston, spoke Thursday with VCU students about the value of sites like twitter.com and facebook.com to public relations.

Livingston answered students’ questions about the uses of social media sites and blogging in the media. Livingston says that these types of sites are important for branding and that they will become necessary tools for corporations. Corporations and media can use these tools to receive feedback and advertise on a large scale.

“Start a blog today and write ‘I’m in dell hell’ as the title and I guarantee you will hear from somebody from dell, corporate, within 24 hours,” Livingston said.

Bloggers have a lot of influence on brands. Livingston says a brand represents a commitment. It is a promise from an entity to a stakeholder. Brands do this verbally, visually, and through experience. Bloggers have the ability to identify good and bad brands. Livingston uses an example of the movie Cloverfield.

“Everybody wanted to see Cloverfield. It used a lot of social media tools actually to promote it,” Livingston said.

What happened was that bloggers went to see Cloverfield, many of whom thought the movie was bad. So, the bloggers go home after seeing it and post on their blogs how bad the movie was. Due to this, the movie had a good opening day but sales dropped due to the negative PR. Livingston said that this was an example of bad branding.

Facebook.com is a good place for organizations to advertise their cause. Livingston uses the example of a Facebook group created in response to the genocide in Darfur, Sudan.

“This was taken last week. 970,000 people have signed on for the Save Darfur facebook social cause application,” Livingston said, “how’s that for branding.”

However, Livingston said Facebook.com is not a good place to raise money, because it is difficult to ask for it over a social site. Despite this, the value of Facebook.com as an advertising tool is clear.

Livingston also spoke about common corporate mistakes in social PR such as a one size fits all mentality and ignoring the stakeholders. Livingston said that problems like these can hurt the image of corporations.

Students attending the event received copies of Livingston’s book “Now is Gone” after the lecture. Many students had their perspective on social sites changed because of the event.

“I didn’t even know what twitter was before he even opened it up so I think I kind of want to expand the different mediums that I know of right now,” said student Ebony Smith.

PR Pro Visits VCU

2008-10-11T10:29:00.000-07:00

RICHMOND, Va. (Oct. 10, 2008) -- Public Relations is completely different from what it was ten years ago. The internet brought with it social media, which changed a PR professional’s job forever. Geoff Livingston came to VCU to tell students all about it.

Livingston, CEO of Livingston Communications, gave a speech Thursday in Temple 1165 at 2 p.m. about how social media affects the role of public relations, and society as a whole in today’s world.

Advertising and traditional PR aren’t working the way they used to. Livingston explained that social media is changing the way firms do business and they way PR professionals represent them. Today, websites like facebook are changing the way public relations is done; turning word of mouth into the greatest weapon a PR pro can have in their arsenal.

Livingston started the seminar by showing comments made on his personal twitter about what PR majors should do first after the graduate. He then took several polls to show the audience how much we rely on our social media and how companies have made the internet and information so easily accessible and vital to our daily lives. People now rely on amazon.com to buy books, and blogs such as perezhilton.com or facebook for news.

“That’s the power of social media,” said Livingston, “Everyone is walking around with a Gutenberg press in their hand.”

Livingston also gave tips to people who might be looking to apply at PR firms such as his. He advised for people to clean up their facebook and myspace before applying, and if you don’t have one, create one.

“Let’s put it this way, if I’m going to hire somebody for social media, and they don’t have a facebook…what does that tell me? It tells me they can’t do it,” Livingston said.

Livingston used humor and examples (such as his own twitter website) to capture the audience’s attention and drive home the impact social media has on our lives and public relations as a whole.

“The lecture was very interesting. I never really thought about how much I rely on social networking websites and websites like amazon.com.” said VCU sophomore, Katrina Earley.

Earley wasn’t the only student who enjoyed and learned a lot from Livingston’s seminar.

“I really liked how he opened the seminar with the twitter tips from other PR professionals. The people gave some really good tips, and it showed how helpful twitter can be,” said Amber Seitz, VCU freshman.

When asked if he was ever criticized for his social media business approach, Livingston had a pearl of wisdom to share.

“Yeah, I have people who tell me that I’m crazy. That it’s not real.” Livingston said. “Then I tell them I just closed a $2 million deal on facebook and they shut up.”

By: Janelle Scott

Social Media Expert Presents at VCU

2008-10-11T09:19:00.000-07:00

RICHMOND, Va.(October 9, 2008) — CEO of Livingston Communications Geoff Livingston was eager to present to a fairly full Temple 1165; so eager that he began the presentation a few minutes early at the audience’s conformational nods.

Livingston began writing blogs after leaving a job where he was prohibited to do so. From then on, he says he’s been adamant about keeping up with them. During Thursday’s presentation, Livingston explained how his blog, and other forms of social media, are important to public relations.

Livingston’s presentation, “PR and Social Media” was centered on the tactics that people must use in order to carry out public relations effectively. He said that online sites like Twitter and other social networking sites are the future of today’s public relations.

“If you Google Zappos, guess what comes up? 23 million impressions,” said Livingston. “Do you know how they did that? Twitter.”

Livingston said that Zappos has 400 of their employees out there “tweeting”(using and updating their Twitter accounts with new information). Because of this, Zappos has grown to become a $1 billion business.

Along with explaining that almost every influential blogger has a Twitter account, Livingston spoke about other social media websites and their importance. He did so by asking the audience questions.

“How many people here have a Facebook profile,” said Livingston.

Livingston continued to ask the audience who had MySpace, or Twitter. Hands flew up in response and decreased a considerable amount with each question asked respectively. The VCU population, represented by the audience, was not infiltrated with Twitter users despite Livingston’s spiel about its importance.

Livingston said that Facebook, something relatable to college students based on the number of people who admitted to having one, is a social necessary. He admitted to screening potential employees by looking at their profiles. When asked what he was looking for in a positive Facebook profile, Livingston said he liked seeing people who had friends and were well rounded.

On the other hand, Livingston said that he deemed it a red flag if a potential employee didn’t have a Facebook because it showed one of two things. Either he or she was incapable of using its technology or he or she was hiding something unappealing that could be questionable.

Audience members seemed to be understanding of the benefits of maintaining a Facebook profile, however, some felt as though people may be a little careless with what their peers put online.

Andy Grizzard, a junior at VCU studying Public Relations, had positive feelings about Livingston’s presentation because of the awareness he said it created among students.

“I thought that the presentation was very beneficial to students because we need to know our limits as far as Facebook,” Grizzard said. “With the economy the way it is today, we can’t afford to lose jobs just because of something stupid you put on Facebook.”

Livingston gave out copies of his book Now is Gone to audience members in addition to speaking about the blogs he keeps online.

By Misha Adams

Tips on getting your first job in Broadcasting

2008-10-11T07:55:00.000-07:00

By : Morgan Saunders

RICHMOND, Va – (October 10, 2008) After graduating from college, getting your first job in the field of broadcasting can be difficult. But after this seminar, it might not be so impossible.

After attending one of the Mass Comm. Week seminars yesterday, many people were able to better grasp the idea of getting their first job in broadcasting.

Sheryl Barnhouse and Frank Jones both speakers at the "Getting your first job in Broadcasting" seminar. Despite the fact they are each other’s competitor, both of them have the same job at their respective stations, Assistant News Director.

Barnhouse, who works for channel 6, and Jones who works for channel 12, both gave imperative information and quality tips that could would be beneficial to any student interested in a broadcasting career.

First, both of them went through their job descriptions and other jobs that are available in a new room. The biggest tip of the seminar was the fact that everyone needs experience in order to become a qualified candidate for being considered as a job prospect.

"An internship I think is key to starting out, that’s where I started out, I actually interned at a station in Greensville for 3 years." Barnhouse said. "I think I had 15 college credits before I graduated. That was defiantly the best experience I that I could have gotten."

Another great tip was brought up by Frank Jones; he spoke about what people needed to know before they get a job in broadcasting. The 3B’s are essential.

3 B’s
Be Prepared: when you go in your first interview, in terms of where you are looking and what kind of job you want.
Be Realistic: that not everyone is going to be an anchor or a reporter and the majority of the time it is difficult to get one of those positions right out of college.
Be Willing: to experiment and start out by doing some other job, other than an anchor or reporter. Other jobs are critical to the news room as well. Be willing to consider other things that you might not have thought about.

When preparing to get your first job you need to put a tape together, which is basically a video of you show casing your skills and a montage (on camera in different locations, quick snippets) of clips in the beginning. Many students can gain this experience from the VCU Insights program. When making your first tape to send out to news station Frank Jones just warns about being able to dish it and take it.

"Be willing to take a lot of criticism and a lot of feedback, because news director in this business are not afraid to give it." Jones said. "And they will give it."

The hiring process includes submitting your tape; resume and having well verse knowledge of current events to take with you to the interview. The seminar was very helpful when deciding the steps to make and the right direction to take when preparing for your first job. Both guest, Sheryl Barnhouse and Frank Jones were very knowledgeable and interested in helping the Mass Comm. majors here at VCU.

Barnhouse is an East Carolina graduate and has been working for channel 6 for 10 years. Jones is a University of Tennessee graduate and has been working at channel 12 since 1993.

Devin Peyton, a senior Broadcast journalism major attended the seminar as well.

"I didn’t like it, I felt like it was deterring people from their dreams, it was very informative but I didn’t like how they were presenting the information." Peyton said

Livingston Gives Students Lesson on Social Networking

2008-10-11T06:05:00.000-07:00

By Alison Bilbo

Facebook, Myspace, Twitter -- all just ways to keep in contact with friends … right?

Not according to Geoff Livingston.

Called the “local blogging guru” by The Washington Post, Livingston was welcomed by VCU for Mass Comm Week on Thursday to give students insight on social media and the world of public relations.

“Everyone is basically walking around with a Guttenberg Press in their hands,” Livingston said.

Livingston compared cell phones to the Guttenberg Press in the ability to reach the masses. Being able to reach thousands of people with just a click -- with a cell phone or computer.

Livingston demonstrated this theory by sending out a Twitter message to his about “2,500 followers." Livingston asked them what he should be telling the students he was speaking to. Within seconds people were replying to his post.

It’s a “fantastically powerful tool,” Livingston said, referring to Twitter.

Almost all the responses Livingston received contained one central idea: You must understand what public relations is and to understand your stakeholder.

There are three ways Livingston said companies get their brands to stakeholders:
-Verbally (oral or print).
-Visually (logos, advertisements).
-Experience.

Stakeholders are getting brand information from many different sources. Corporate communications must have a strategy to figure out which way is the best for getting to their stakeholders.

Some companies take a "one size fits all" approach -- and that is a common mistake, Livingston said. Using social media is not for every brand; trying to reach retired Baby Boomers through Facebook just won’t work, Livingston said.

In the case of the Save Darfur Facebook group, one of Livingston Communications clients, it is able to reach people within that network and raise awareness about the cause. “Building value” is what Livingston said has to be done in order for social media to work.

Livingston defined the social media brand by:
-Search engines.
-New influentials.
-Customer conversation.
-Real product experience.

These are all ways to reach the stakeholders through social media.

One type of customer conversation is blogging. Livingston gave the example of Nikon giving out free cameras to a few bloggers. This started an uproar in the blogging communities; some bloggers asked why they didn’t get a camera and said it was unfair.

“Jealous bloggers,” Livingston said, helped Nikon spark people to want their cameras. Nikon is now the most popular camera among bloggers.

These bloggers were socially engaged in their network, which is something Livingston likes to see in people. One concern brought up about social networks is how they affect employers' decisions.

“Your reputation is online,” Livingston said. He said he has chosen not to hire people based on what he saw on their Facebooks. He said he will do as much of a background check on potential employees as he can.

“I would encourage you to be you, but be smart about it. Don’t hang your dirty laundry out there.” Livingston said.

Just as companies are learning how to effectively use social media, so are people all over the world; so that it can be used as the powerful tool it is.

Social Media Guru Visits VCU

2008-10-11T05:45:00.000-07:00

RICHMOND, Va. (Oct. 11, 2008) – Geoff Livingston, social media guru and CEO of Livingston Communications , spoke to VCU students Thursday about social media and its effect on public relations. Livingston’s presentation was part of VCU’s Mass Comm Week.
In his presentation, Livingston discussed the importance of blogs and social media sites such as Facebook and Twitter for modern business’ public relations campaigns. The message: the days of traditional public relations campaigns are over.
“Not any one source creates the brand image anymore,” Livingston said.

VCU Students and Social Media

For many VCU students, using blogging and social networking sites is familiar and welcome.
“I think it’s neat that this is the future of business,” said Kathleen Whitlow, a VCU public relations student. “I feel privileged to know as much as we do already about social networking.”
For students preparing for public relations jobs after graduation the topic was timely and informative.
Pietra Ingenito, VCU public relations student, said “I see myself being in media, using it for my job in PR . . . (Social media is) a way to interact with others.”

Geoff Livingston, Social Media Guru

Livingston has 15 years experience as a public relations strategist in the Washington, D.C. area. AT&T, Verizon Wireless and former Israeli Prime Minister Benjamin Netanyahu are among Livingston’s clients.

Livingston released “Now is Gone: A Primer on New Media for Executives and Entrepreneurs” in 2007. Amazon.com Review. Students who attended the event received copies of the book.

Social Media is the Future

2008-10-10T23:35:00.000-07:00

By: Jasmine Baker

RICHMOND, Va. - Ever hear the song “Video Killed the Radio Star”? If corporate America isn’t careful they just may be the victims. Just like videos killing the radio star, social media is killing corporate America because of their unwillingness to change.

As part of his presentation “PR and Social Media” for VCU’s Mass Comm. Week, Geoff Livingston, CEO of Livingston Communications, explained the importance of social media and how they can positively or negatively impact corporate America.

He describes social media as websites like Facebook, Twitter and blogs that connect people through various applications and get conversations going. These websites are a form of word-of-mouth that can spread a certain product or topic everywhere.

Speaking to about 70 students and teachers, Livingston began his presentation with a question: “How many people here have a Facebook profile?” Almost everyone raised their hands. There was the same response when he asked who has cell phones that can take pictures and then post them to Facebook.

“That’s the power of social media.” Livingston said. “Everyone is literally walking around with a Gutenberg press in their hands.”

Also, with the economy in trouble, Livingston said companies are looking for additional advertising opportunities. Instead of TV commercials and advertising in newspapers and magazines, companies are now looking at websites, like Facebook, for advertising possibilities.

“I am now talking to one of the leading internet companies now who wants to transition its entire marketing effort to social media,” he said, “because they can’t afford advertising.”

Livingston notes examples like the many groups people are invited to join daily. He cited the "Save Darfur" campaign specifically. Livingston showed the audience a screen of the "Save Darfur" group’s page. The group had 971, 262 members at the time.

Livingston said while the money the group raised was not as astounding ($28,000), the exposure the group continues to have is. With almost 1 million members, the group is able to spread the news of what is happening and spark global concern.

However, there are some companies that are resistant to change. Livingston listed the common mistakes corporate America makes.

They are:

*Control
*New Shiny Object Syndrome
*One Size Fits All
*Dismissing the Medium
*Ignoring Stakeholders
*Failing to Understand Symbiotic Relationships Between 4th and 5th Estates

The fourth estate is traditional media and the fifth is social media.

Livingston used an advertisement that Target released as an example. The advertisement received criticism for its vulgarity from a website. The website, named Shaping Youth , wrote a blog about it. The author wrote to Target, its response was “Target does not participate with non-traditional media outlets.”

This illustration shows how Target misunderstood how traditional and social media are strongly connected, Livingston said, since The New York Times picked up the story.

“Social media is such a powerful tool setting," he said, "The reason why is because it allows (corporate America) to communicate directly with their stakeholders and circumvent the media. Think about that.”

PR and Social Media

2008-10-10T23:06:00.000-07:00

By Ariel Sierra

RICHMOND, Va. (Oct. 9, 2008) -- Graduating from college doesn’t mean Facebook and MySpace get left behind. More and more brands and social media are being defined by social networking sites.

Geoff Livingston, CEO of Livingston Communications, spoke Thursday afternoon in T. Edward Temple Building to emphasis the importance of influential social media in a public relations field. “PR and Social Media,” Livingston’s seminar, demonstrated the uses of Twitter, Dig, and Facebook in a professional environment.

Livingston used Twitter, a blogging network, to show how one idea can run through the Internet influencing the public. According to Livingston, social media is about conversation. He also showed the audience the reason for a large number of results on a search engine - bloggers.

“You have to understand the stakeholder,” Livingston said was a crucial part of social media. According to Livingston, brands are communicated to the public in three ways; verbally, visually, and through experience.

“People are tired of inauthenticity,” Livingston said. “They want that true voice, they want transparency.” Livingston said consumers are tired of the old ways of advertising and PR.

Livingston also went over common mistakes that brands make. Ignoring stakeholders was on top of his list.

Kate Fraser-Orr, a mass communications major, said that Livingston seems very knowledgeable. “He opened a lot of students’ eyes with the presentation and he engaged the young audience very well.”

“I thought he was a really good speaker,” Shelby Daybault, a VCU student said after the presentation. “I know from this (the presentation) what I want to do with PR. I’m really glad I came.”

Getting into Grad School

2008-10-10T21:52:00.000-07:00

Ingredients to Succeed Post-Undergrad
By: Katie Keane

RICHMOND, Va. (October 7. 2008) –The highly competitive job market has drawn more students to another aggressive market, graduate school.

Mark Schaefermeyer, VCU’s director of graduate recruitment and admission; Don Just, professor with the VCU Brandcenter; June Nicholson, associate director of graduate studies for MASC; and Dr. Yan Jin, graduate director for MASC, came together Tuesday for VCU’s MASC week to present “Grad School 101”.

Each member of the panel discussed how to prepare applying for graduate school and what students can expect from the different areas that VCU’s School of Mass Communications masters programs had to offer -- multimedia journalism, strategic public relations, and advertising through the VCU Brandcenter.

More information on these programs can be found my clicking on the designated link.

The word competitive was spoken by every speaker and magnified when
Schaefermeyer went over the application process to be admitted into graduate school.
As he stressed the need to be committed to the application the rest of the panel agreed with nodding heads.

All four speakers discussed the important areas to focus on with the application, including the personal statement, letters of recommendation, and transcripts.

The personal statement is a student's opportunity to show that they can commincate and are serious about furthering their education.

Schaefermeyer said that the statement is, “Your time to tell the admissions committee not only why you want to study in this area but how you’ve prepared to study in this area”

When including letters of recommendation a student should include letters from people who know their academic work, such as proffessors or employers within the desired field.

Transcripts and overall GPA were the big concern of most students in attendance. Students wanted to know if admissions would base their decision around the GPA of related courses or the GPA as a whole. The answer-Admissions look at your overall GPA, not just your MASC courses, they want to see that you are well rounded in different areas of studies.

Nicholson said, “Have goals, don’t just go through the motion of undergrad school just hoping to get out of it.”

Planning for graduate school is critical during a student’s undergraduate study. Admissions look closely at the nature of a student’s academic curve and want to see acceleration throughout the student’s studies. Showing excellence tells admission that the student has a love for learning and education and a desire to advance.

Jin described undergraduate education as a big, exciting buffet where students have endless options of different courses and curriculum to choose from. Advancing to the graduate level is like upgrading to a smaller, more upscale restaurant where you look at the menu and choose exactly what you want.

“Professionals teach you, guide you, coach you in the area most interesting to you, so get the menu and enjoy the dish,” said Jin.

"Grievances" With News Today

2008-10-10T15:32:00.000-07:00

by Robin Hertel

RICHMOND, Va. – First time author, Mark Ethridge, spoke to VCU students Wednesday night about his novel, Grievances, which he said he used to express his opinions on good writing and criticism of news media today.

A well-established journalist, leader of two Pulitzer Prize winning investigative teams at the Charlotte Observer, and president of Carolina Parenting, Inc., Ethridge presented the Turpin Lecture in News Management as a part of VCU’s annual Mass Comm week. Ethridge is the fifth guest speaker at the annual lecture, originally organized by two VCU alumni in honor of former media management professor, Bill Turpin.

Speaking to about 50 people, Ethridge discussed the process of writing a novel for the first time. While balancing his other daily responsibilities, he said he only had time to write about four pages per week. However, maintaining that weekly goal is what he says kept him going.

“The only difference between people who write books and people who don’t is that they do it,” Ethridge said.

He also spoke of valuable lessons he learned from his editor about what makes good writing. The main thing, he said, is to be concise; writing with “flowery words,” long sentences, and excessive detail is not what strong storytelling is about.

“When no word is wasted, writing is powerful,” Ethridge said.

While summarizing the basic plot of the book, Ethridge confessed that he used the novel to voice his own “grievances” with current newspaper reporting. He maintained that pure information was no longer held in the highest value; too many of today’s newspapers attempt to imitate television, with more color and shorter stories. Due to this lack of interest in depth and detail, Ethridge thinks newspapers are overlooking areas of coverage which they should be excelling.

He cited local newspapers as an example of this decline in news coverage. Arguing that the daily newspaper has the competitive advantage when it comes to trust among its readers, Ethridge spoke of the potential these newspapers have.

To improve on news writing , as well as to compare writing fiction to news, Ethridge quoted his grandfather, who said a great story must “get readers to talk to non-readers.”

Ethridge also commented on the decline of printed news. He noted society now turns to less reliable sources, such as the internet and television, to obtain their information. Ethridge thinks good reporting is lacking, mainly due to the increase in the number of reporters out there. It is because of these people Ethridge feels many things in the “news” today are not really newsworthy, having “as much connection to reality as a campaign ad.”

While Ethridge clearly has doubts about the shift from print to digital mediums, he had one last point of encouragement for the aspiring journalists in the crowd.

“Remember, there will always be a market for reporters,” said Ethridge. “Delivery systems change…but the content need is the same.”

Better Jump on the “Blog” Wagon

2008-10-10T14:20:00.000-07:00

By:Sofia Briley

RICHMOND, Va. - Let's face it. You can’t ignore the changing media. That's what Geoff Livingston, CEO of Livingston Communications told students Thursday during VCU’s Mass Comm. Week.

Livingston, who is known as a “social media guru”, feels that those who aren’t participating now in social media will soon not have much of a choice.

“It is very likely that within two years we will be forced to use social media tools because it will be a necessity,” he said.

Livingston discussed the importance of utilizing the social media tools that are now out there. He talked about specific blogs he uses such as Twitter.com, which he called a “fantastically powerful tool.” Livingston already has 2500 followers on Twitter that read and exchange information with him on a daily basis.

Sites like Twitter encourage people to engage in conversations. Livingston said, not only is it a great networking tool, it allows people to discuss and get feedback on just about anything- from what computer to buy, to open dialect about the upcoming presidential election campaign.

Livingston noted that people trust third parties when it comes to credibility. They will listen to fellow consumer’s blogs and opinions on buying a product more than advertisements.

Jessica Perkins, a VCU student who attended the speech said,

“I didn’t realize how I personally could be affected by blogging, but now I learned that I can view other people’s opinion on products I’m considering buying.”

Livingston did however warn that there are some reasons to be cautious when blogging. Although he encouraged the audience members to have a personality and engage in communication, he also urged them to not “let your dirty laundry hang out." Students were encouraged to clean up our Facebooks, and remember that employers are now using them as a deciding factor in hiring.

Livingston insists, if you don’t take note of the changing media, you will be left behind. This information benefits us because we learned about how our future jobs will be affected.

“Hearing the speech was a real eye-opener, said Avery Waterman, a VCU student, I didn’t realize how important blogging has become. I’m definitely going to start paying closer attention to them.”

“This is it, this is about to hit full on” Livingston said, ‘our economy can’t afford traditional PR and advertising anymore.’”

So next time your online, be sure to check out a blog, or even make your own. Don’t let opportunity pass you by.

VCU Alum Returns to Help Students Find PR Jobs

2008-10-10T13:58:00.000-07:00

By: TiffanyAnn Johnson

RICHMOND, Va.—VCU students welcomed public relations alumni and local professionals, this past Wednesday, in an effort to prepare students who will soon look for their first PR job.

The seminar “Getting Your First Job in PR” was part of Mass Comm Week.

CRT/tanaka, a Richmond and Washington, DC based PR firm, sent associate vice president, Jeff Wilson, and Catherine Gryp, account executive, to speak to students. Wilson and Gryp told the audience that internship experience, solid writing skills and samples, and networking were the key components to getting a good PR job after graduation.

Gryp told students to market themselves to future employers through their cover letter, portfolio, resumes, and by showing they take a real interest in the company. Wilson and Gryp offered “15 Tips for Landing That First PR Job.” Some of which included:

Gain experience as an intern. It can help you find your interests in the field. “I wanted to make sure this is exactly what I wanted in a degree,” Gryp said. “A lot of people I graduated with did not see the urge in finding a job in fields that they were interested in. They said they would do it later and they still haven’t found work they really want to do.”
Volunteer. Many internships are competitive, so start getting experience by volunteering in various industry fields.
Write! Start comprising writing samples by writing every chance you get. Create a blog. Write for the school’s paper. This will help build an impressive portfolio.
Network. Becoming familiar and friendly with industry professionals can help you land that ideal job. Networking lends room to referrals.
Familiarize yourself with social networking sites. Clients rely on PR experts to know the industry trends and “the next big thing” like Facebook, Myspace, and Twitter.
Know your potential employer. Show your commitment to the company by knowing their products, services, and clients. It shows you are serious.

When asked what things about VCU she had utilized to help her reach her current success, Gryp answered that she was involved in PRSSA, but was not that active in campus because she had to work to pay her way through college.

Gryp reminded students that willingness to work hard would help them in the industry. “You don’t want to look like you have everything handed to you, you have to work for it,” Catherine said, “The older generation still values hard work and long hours.”

“I feel like I have direction and focus for my plans in PR; the tips are amazing," said student Matt Geniesse, Class of 2011. " I really trust Catherine’s advice because she’s a recent grad in tune with the professional world and student life.”

Broadcasting Students Get Perspective on Future

2008-10-10T13:54:00.000-07:00

by: Taylor Howsmon

Richmond, Va.- The demand for reporters and producers in television newsrooms across the country is continuing to rise.

Therefore, colleges have been diversifying their curricula to prepare interested students.

VCU journalism students got a face-to-face look into television newsrooms Thursday.

They received tips on looking for their first job from two experts in the field.

Frank Jones, the Assistant News Director at WWBT-12, and his counter-part Sheryl Barnhouse from WTVR-6 spoke to students from VCU Mass Communications.

Professor Bill Oglesby moderated the seminar.

“It was informative since I am a broadcasting major. They provided tips you can only get from people in the industry,” said Matt Doyon, a VCU senior.

Jones and Barnhouse discussed the interview process and what they look for in a resume.

Jones stressed that a resume must be without imperfections such as misspelled words. Their demo tape needs to include clips not frills he said.

He also said hiring managers usually can tell whether a candidate is right for the position in the first minutes of the tape. This emphasizes how the tape is prepared and its content, and puts less focus on the creativity and experience of the candidate.

However, Jones did say that creativity is never ignored.

“Internships are key,” Barnhouse said.

The WTVR representative is a graduate of East Carolina University. She said that she held an internship for three years before getting her first job.

The continuing theme of Mass Comm week at VCU has been the idea that it is never too early to start looking for internships.“The more experience you have, the better applicant you will be,” Jones said.

Both Jones and Barnhouse also stressed the importance of being multi-talented in the field.
Jones said the industry has not changed in the years he has been a part of it.

Jones said “the three B’s” are fundamental for breaking into the field.
-Be Prepared
-Be Realistic
-Be Willing

Jones said that the third was the most important. He pointed out that someone willing to do anything would be able to climb the ladder in the news room.

" There are millions of people who want to become anchors. But you have to be willing to do other things," Jones said.

Jones and Barnhouse said producers are in the most demand and have the most turnover. This is mainly because it is the hardest job.

But Barnhouse said, “It is also the most rewarding.”

Getting Your First Job in PR

2008-10-10T13:51:00.000-07:00

By: Shalikah Hicks

RICHMOND, Va.- (Oct 10, 2008) - During VCU Mass Comm Week Associate Vice President of CRT/Tanaka gives helpful advice to students on wednesday about landing their first job in Public Relations.

Associate Vice President of CRT/Tanaka Jeff Wilson and colleague Catherine Gryp gave powerful advice on getting a job in the field of public relations. Wilson shared his experience of starting out as a news reporter and working his way to the top.

“Do not ever say you’re a people’s person” ,Wilson stated as he gave tips on perfecting an interview. He also added a list of tips for those who are about to enter the working field some of the following included:

-Getting Internships

-Building Portfolios

-Volunteering

-Networking

-Asking for informational network

-Showing your passion

Gryp who is a former VCU alumna gave her personal experience on how she landed in the field of PR. Gryp stated, after she graduated, she received a job doing communication logistics, however, after she began to feel dispassionate with her work, she switched to working in the field of PR.

Although Gryp stated, while attending VCU she did not have many opportunities to join organizations, she mentioned getting involved in schools events is great to put on resumes and networking.

When asked by a PR student, TiffanyAnn Johnson if she felt the lecture was helpful or not , she responded, “this whole presentation left me feeling really inspired like I need to be more proactive with my PR career.”

During the lecture, Wilson continued to reinstate to "Know What’s Next." He added that companies continue to look for employees that stand outs from the rest and that are going to come with The Next Big Thing .

PR and Social Media

2008-10-10T13:04:00.000-07:00

By Jessica Coates

RICHMOND,Va.-Facebook and Twitter are no longer just for high school and college kids. The Washington Post, "social guru", Geoff Livingston presented how communication such as blogging and social networking can benefit big corporations public image.

Livingston, creator of Livingston Communications who has clients such as Sprint and Target, spoke passionately about social media and how it affects his business.

Livingston’s presentation during VCU's Mass Comm Week engaged students in what he called a social conversation.

Livingston says, “There is no market for the message”.

Livingston spoke about media integration and the belief that the traditional PR and advertising can no longer survive without the integration of social media.

Livingston presented his ideas on social media with the help of his online “twitter friends” who are marketing and PR professionals. They gave advice remotely during the presentation using the twitter mini-blog service.

Social media is the integration of technology such as Facebook, Twitter and blogging sites to reach a target audience. “Social media is about the conversation," says Livingston.

One of the problems with social media is that it invites negative feedback, but negative feedback is better than nothing at all, said Livingston.

“PR is not about sending press releases . . . you have to understand the stakeholder, “said Livingston.

He cites the camera phone as an example of the power social media. The camera phone has the ability to take a picture of anything and can be posted from your phone to a website or to send in to people, Livingston notes

“Everyone is literally walking around with a Gutenberg press in their hand.”

Livingston said that social media is important to students seeking careers in social media outlets. He likes to see perspective employees as socially engaged.

When one student asked how he feels about those who don’t participate in social media or those who don’t like to use it, Livingston said “You can’t avoid it. . .you will be forced to use the tools.”

Livingston said that many journalists now use social media. Journalists often use local blogs to generate possible story idea about what people want to hear about.

Livingston believes that there are two sides to social media: the corporations that benefit from social media and the people who use social media so the corporations hear them. In the end Livingston says that is the people who are the most important.

Public Relations Students Receive Advice from Inside the Industry

2008-10-10T12:01:00.002-07:00

By Ashley Brown

RICHMOND, Va.-Public Relations students at Virginia Commonwealth University received tips on how to land their first PR job from representatives of CRT/tanaka, as part of the university’s annual Mass Comm Week.

Jeff Wilson, CRT/tanaka’s Associate Vice President and director of business development, and Catherine Gryp, account executive, came prepared with a list of 15 tips for landing your first job in the Public Relations field.

Wilson started off by assuring students, “There is hope. You will be okay. You will find jobs.”

Among the 15 tips, Wilson and Gryp emphasized the value of internship experience and volunteering. Wilson called internships crucial, but if one is not available, he recommended volunteering for non-profit organizations.

“The dividends you will get from the experience will be invaluable,” he said of volunteering.

The tip Wilson and Gryp mentioned most frequently was “write, write, and write some more.”

“Demonstrate your ability to write, and your ability to write well,” Wilson said, “You can never go wrong by positioning yourself as a good writer.”

Gryp and Wilson also recommended having an AP Stylebook handy at all times, calling it “the Bible” of the newspaper and PR industry.

Networking is another important step in the public relations field, Wilson said, recommending students get involved in social and leadership roles, and do activities outside of the classroom such as PRSSA.

When it finally comes time for that interview, customize your resume Gryp said. She suggested putting the most important information in front, while customizing the resume to fit what the company or the position requires. A detailed job objective is what Gryp said helped her reach her career goals.

If a position is not available, it does not hurt to go in for an informational interview Wilson said.

Informational interviews are another form of networking that have the potential to help you in the future. Wilson said it shows interest, that the candidate wants to find out more, calling information interviews a “door-opener.”

Show your interest in the Public Relations field, but do not say you are a people-person, said Wilson. He hears that reason too often, but would rather hear of a “passion for wanting to learn and grow.”

Last but not least, Gryp and Wilson reminded students to practice the “lost art” of sending thank you notes for anything and everything-rather it be an interview, informational interview, luncheon, or seminar.

Amanda Blatnik, a current social work student decided to attend the event to find out more about PR. After the seminar Amanda’s reactions were positive, “They gave really great tips that were helpful to PR majors and helpful in general on what to do and what not to do when it comes to finding that first job out there in the real world,” she said.

Matt Geniesse, a public relations student also had a positive reaction to the presentation, “This seminar redirected my focus for planning my college activities," he said, "Now I have a much better idea of what is necessary to accomplish before graduation.”

Getting Your First Job in Advertising

2008-10-10T11:25:00.000-07:00

by Brandy Webster

RICHMOND, Va. (Oct. 9, 2008) -- Three former VCU Mass Communication students share their stories with undergraduates Wednesday. David Pijor, LaTonya Whittaker, and Kristen Nicely give advice on landing your first job in advertising business in the Temple Building Room 2219 for Mass Comm Week.

They recommend attending Mass Communication events and internship fairs while in school and prior to starting your career.

“Internships help you realize what you like and don’t like,” Kristen Nicely, account coordinator at Elevation Advertising, said. “Volunteer at the ad events; take four years in the work field to see if it is what you want to do.”

Nicely felt it was beneficial to work in your area of study before you decide that is what you want to do for a living. Nicely said that people change their mind frequently and come to realize that maybe their major isn’t something they want to do forever. Internships are a good way of finding that out before it is too late.

What is important?

“Structure is important in a classroom, and it helps you prepare your for the structure of the real world,” Nicely said. Implying that deadlines mean deadlines, learn to meet them.

“Learning interpersonal skills are important,” LaTonya Whittaker, marketing coordinator at Hankins & Anderson Consulting Engineers, said.

“What is one thing teachers should be teaching?” asked by a Mass Communications teacher.

“Event relationships… knowing how to present yourself, knowing how to talk to people, sell yourself, and being able to move up in a company,” Whittaker said. “Need to develop a strong work ethic and strong person to conform yourself.”

Once you have prepared yourself, it’s now time to get the job.

“Networking is the key,” David Pijor, interactive art director at 93 Octane, said. “They want to see something unique, you’re your own product, get your work online.”

The VCU graduates felt business cards are always a plus and it is beneficial to have them on you.

“Give your card out and if the website is good then they will be reminded of you by your card,” Pijor said.

Now that you have the job, the former VCU graduates give us their advice on what to do when you get the job. They all recommend making sure you get a job that you are going to enjoy.

“Direct marketing, not as fun,” Pijor said comparing work and school. “Be honest and confident,” in your work, Pijor said, because it will show.

“If you are not happy while you are working then you are not going to do good work,” Nicely said. “Make sure you like the people you are working with.” Liking you work’s atmosphere has a big influence on your working habits.

These three former VCU Mass Communication Advertising students gave a lot of input towards the advertising field. They gave many personal stories to relate to current students in the VCU Mass Communications area of study and answered many questions. They gave informative, multiple directions to help students land their first job in the ad business.

New Forms of Social Media and the Effect on PR

2008-10-10T11:16:00.000-07:00

By Taylor Milford

RICHMOND, Va- The CEO of Livingston Communications, Geoff Livingston, stressed the new importance of social media in the role of Public Relations during a speech Thursday afternoon.

Livingston delivered a speech titled “PR and Social Media” as part of VCU’s Mass Comm Week. Livingston cited websites, such as Facebook and Twitter that are impacting the PR efforts of today’s businesses.

Livingston said blogs, Twitter, and Facebook are becoming an authentic review of products, which means traditional PR media must adapt to a newer format. TV commercials and print advertisements may be a thing of the past with the internet taking over.

Livingston began his presentation with a discussion of blogs, and how one blog can lead into a much bigger issue. He brought up the example of Zappos, the shoe selling website.

When Livingston typed Zappos in on the search engine Google, 26 million results came up, when actually there is only one Zappos website. Livingston said this is due to be people blogging about the website, and where they bought their products from.

Several results that appeared when searching Zappos came from the blog Twitter, where people all shared their views about the company.

Social medias, like Facebook and Twitter, allow people to discuss a product via customer conversations. Livingston said that customer conversations provide “feedback- people trust that more than what an actual organization says.”

Customer conversations are more trusting because people think they are genuine, according to Livingston. This is one of the main PR techniques that are helping companies grow.

Not only do potential customers have to trust brands when they are verbally defined such as through advertisements, but the consumer also gets information on the product through others experiences.

Another example Livingston used was the Oates Foundation: ED in ’08. The Oates Foundation wanted to make education a main issue in this upcoming election, so it tried to use students to reach their parents.

The foundation knows students can influence their parents, so they had a celebrity that almost every student can identify with represent their campaign- Kanye West.

The Oates Foundation knew the students would listen to Kanye West and tell their parents what he had to say about education. Oates Foundation: ED in ’08 resulted in 10,000 printed education kits and had a request for 25,000 more kits.

Livingston also talked about integration. “A lot of little pictures make a big picture,” he said. By getting information from a variety of sources, such as blogs and company websites, customers can make the decision whether or not to buy a product.

Livingston also stressed the ways in which PR will ultimately have to adapt to new technology in order to survive. Whether it be promoting causes on Facebook, or forming a blog, he says PR must adapt to the new social media of this century.

Going the Extra Mile

2008-10-10T11:12:00.000-07:00

By Erica Paige

RICHMOND, Va. -- Two Miami Herald employees visited VCU’s Mass Comm Week, Thursday, to share with a small group of about 20 students about their experience of shifting from veteran news writers to first-time book authors.

VCU graduates Sergio Bustos, the police and courts editor of Miami Herald, and Rodney Greene, the investigative reporter of the Miami Herald, both used their journalism backgrounds to author their first books.

Both authors spoke about the challenges faced when turning investigative news stories into books.

“We were constantly fighting for an extra few inches," Bustos said of the news features that he and his partner Lisa wrote for the Miami Herald.

In his book “Miami’s Criminal Past: Uncovered” Bustos re-wrote six news features of past Miami crime events, from the 1950s to Versace’s murder in 2000. Bustos crafted the news features into narratives, expanding the stories so the readers could get to know the characters, letting the stories “breathe a bit.”

Like Bustos, Greene often wished he could give his past news stories “more inches.”

His time to expand came “in a roundabout way” when he received an e-mail from a literary agent in Cambridge, Mass. about a news story he wrote about a death row case in Florida.

Greene and the agent began talked about book ideas, and the agent led him to a woman named Margie Richards in Louisiana.

Greene said writing a book, as opposed to a news story, is “like breathing oxygen.” Often, when writing news stories, small, intimate, important moments that “do the story justice” are cut out.

“When writing a book you are not cutting out anything,” Greene said. “You look more at small details that you wouldn’t look at when writing a news story.”

Greene’s book, “Night Fire: Big Oil, Poison Air, and Margie Richard’s Fight to Save her Town” is based on a story that developed over a 50 year period in Louisiana, where a woman challenged a major chemical plant that was destroying her town.

The expansion of the news story into a book allowed Greene to develop details about topics such as race, determination and classism.

Both Greene and Bustos had to expand typical 1200 to 1400 word stories into 5000 words per chapter. In contrast, Bustos said that when writing news stories, he had to “put a story on a diet, and cut out every inch of fat.”

The change from a news story to a narrative included both authors re-writing the stories, re-interviewing and researching the participants all over again.

Although the tasks were often tedious, and arduous, Bustos and Greene both mentioned that they would both love to do a second book. If they had the chance to go back into the future and change the way things happened, they would not.

They both still enjoy news writing and had plenty to say about it, although the main focus was on their new books.

Greene enjoys writing news stories because they can have great impact.

“Writing news stories can trigger change in laws,” Greene said.

And, Bustos thinks that newspapers should “let loose a little” because the stories will “carry themselves.”

VCU Students Learn Tips for Success in PR

2008-10-10T11:11:00.000-07:00

By J.D. Rhamstine

RICHMOND, Va. – October 10, 2008 – Are you ready to start your search for a career in public relations? Jeff Wilson and Catherine Gryp are ready to share their expertise to help you land your first job in PR.

Wilson, associate VP & director of business development for CRT/tanaka, and Gryp, former VCU graduate and account executive for CRT/tanaka, provided advice to students on getting the ideal first job in PR. The event was part of VCU's Mass Comm Week.

A crowd of about 40 gathered at Room 3312 of Temple and listened to Wilson and Gryp’s 15 tips for landing a first job in PR.

“Demonstrate the ability to write well,” said Wilson.

Wilson explained that writing is the most important aspect of PR, and employers want to see strong writing skills. Students should know the AP Stylebook from cover to cover, said Wilson.

Getting internships are “crucial and valuable” to picking up experience in PR, said Wilson; furthermore, he said nothing is more impressive on a resume than experience.

Customizing your resume to fit specific requirements of an employer is also important, said Wilson; in addition, he told students to present your experience in a way that tailors to the employer’s needs.

Gryp urged students to “embrace social media.”

She said it is important to know and use new technologies because of their increasing use in social media. Knowledge of wikis, blogs, Twitter, Facebook, etc. will increase your value to a future employer.

Wilson stressed the need for students to network as much as possible. Students should attend events, conduct interviews and talk to professionals, he said. Simply introducing yourself can go a long way.

Students should also do their homework. Wilson told students to research PR opportunities in the area where they want to work; also, he said students should understand the company’s services.

Gryp explained that PR is not a typical nine-to-five job. A career in public relations includes hard work and long hours.

The state of the economy in the U.S. means you may have to leave town to find your dream job in PR, said Gryp; she added, you should be willing to re-locate to different cities.

Wilson believes one has to be passionate about the particular field of PR one is interested in. By demonstrating your dedication to an employer, Wilson said it could make up for lack of experience.

Wilson urged students to set high standards.

“Anything you can do to set yourself apart or give you a leg up – do it," said Wilson.

Mark Ethridge III: A Jack of All Trades

2008-10-10T10:40:00.000-07:00

By: Jessica Porter

Pulitzer Prize winner, publication president, editor, novelist and third generation journalist Mark Ethridge III spoke during Mass Comm Week at the University Student Commons Wednesday night about his career in the media industry in an event called “Turpin Lecture in News Management: Grievances.”

Newspapers have “dumb-downed” because of competition with new media and ignore situations in which they are valuable Ethridge said. Newspapers must sort through clutter to have an advantage. Readers can get generic information anywhere in the age of the internet, so newspapers must be selective about what they include.

Ethridge gave advice on how reporters can avoid becoming inferior:

“Lets embrace detail, embrace being authoritative, turn away from skimming the surface, use the built in advantage that comes from a sort of credentialing process for reporters that exists in newspapers but does not exist outside of newspapers.”

Ethridge said that daily newspapers will have the greatest advantage because of two reasons.

- Daily newspapers are the only dependable source for local news.
- Daily newspapers have the ability to report “in depth, in detail, and with authority.”

Readers are often overwhelmed with meaningless information but daily papers are always valued and certified.

Ethridge said the most troubling aspect to the media today is the “rise of silo society.” He grew up in a time when 78% of people in the same town read the same newspaper. This resulted in shared common ideas.

Today, every person can choose a different news source that is tilted towards their beliefs. Searches done online are based on subject so readers do not get a variety of news. Because of this readers have become buried in only information that they want -- there is only one point of view, no chance for serendipity and no change.

There are few stories that reach all audiences.

“A great newspaper story is a story that gets readers talking to non readers” Ethridge’s grandfather said about a majority of people who read the same paper.

Ethridge spoke about his book called “Grievances” that is in the process of becoming a feature film. He wanted the book to be three things. First, he wanted it to be a page turner. Ethridge did not start writing until he was in his 50s and did not want to miss the chance to get it right.

Second, he spoke about Arthur Hailey, the author of a book called “Hotel” that gives a precise view into the hotel industry. Ethridge wanted his novel to read similarly to Hailey’s about the journalism industry.

“Novels are not about what happened, they are about what happens to people.” Ethridge said to make his third point, creating characters people care about.

Ethridge said there is no difference between people who write books and people who do not write books besides one group quits writing and one group finishes. He said that even if only a small amount is written at a time to continue because one day that small amount will become a large amount.

“When no word is wasted writing is talent” Ethridge’s editor told him.

His editor he cut out 15,000 of Ethridge’s 105,000 words that were so small and empty Ethridge did not even notice.

Ethridge “brings at a time of major media transformation the viewpoint of an editor, manager, leader, and entrepreneur in a changing age” Tom Silvestri, publisher of the Richmond Times-Dispatch said in his introduction.

Ethridge is proud to have been an author, journalist and publisher among other things, but is most proud of the diversity of his career.

Getting Your First Job in Advertising

2008-10-10T10:10:00.000-07:00

RICHMOND, Va (Oct. 9, 2008)-- The real world work force can be a little intimidating for students who are about to enter it. VCU students got a first look at what the real work force is like.

Virginia Commonwealth University held mass comm week Oct 6-10. Mass comm week are a series of interactive and informative learning session that are helpful for students majoring in advertising, journalism, public relations.
Virginia Commonwealth University brought back 3 of their ad grads to come and share their story on “Getting Your First Job in Advertising.”
An important question asked was the first question which was how did they get their first jobs. This showed students the struggle and uncertainty of getting a job, especially one you may like as your first. LaTonya Whitaker, marketing coordinator at Hankins & Anderson Consulting Engineers graduated in 2005 then quickly panicked because she realized she did not know what she wanted to do. She noticed that the reason why getting a job in the real world became so hard was because she didn’t do any networking during college. She then decided to pick up her life in Richmond and move it to DC with aspirations of finding a new job. Whitaker started doing AD for the Dulles Airport as marketing Executive for Dulles Airport.
Katy Nash, assistant account executive at the Richmond Times-Dispatch got lucky waiting tables downtown and waited on CEO of Richmond Times-Dispatched and mention to him that she was an AD major. Nash gladly applied for the job, unfortunately there was a hiring freeze. While staying persistent and waiting she finally got the promotion after 4 months.
David Pijor, interactive art director at 93 Octane took awhile to find his current job that he enjoys doing. Senior VCU student Brain Johnson said this question was almost a reality check in realizing it may not be as easy as he thought to get a job after graduation.
VCU students found out what they should do to be prepared before graduating. More information on their resume,/portfolio and how it should be presented in the work force. All 3 grad students stressed on the importance of networking. Students were probably relieved to hear that students like them have as many opportunities as them if not more because students are easily taken in. Nash mentioned making your own cards and give it to people. Senior VCU student Nicole Miller, creative advertising said this opened her eyes that she should start networking, finishing her resume and looking for what she wants to do.
A great question that was asked was how many things that AD students learned are now using in the real work force and is it like school. Whitaker mentioned right away that it’s not so much like school. All three students agreed that their bosses often are frustrated with many college students saying they aren’t being trained for “the real world work force.” The all discussed about how deadlines are extremely important and some teachers don’t stress enough on it because in school there aren’t real situations where you can cause your firm to loose $5 million dollars if you don’t met a certain deadline.
When asked about, what are some thing you should take into consideration before taking a job Whitaker said it’s really important to see if you like corporate culture, “to fit in and be comfortable if not you can’t really do good work,” said Whitaker. Nash said you should ask questions before taking the job such as, would you pay for graduate school.
Overall many students realized from the speakers that while in college to make the most of it, have fun, work hard, and yet take the extra time to prepare for entering the real work force. Then when your in the work force learn to embrace the workload.

BY: Sara Pelecas

Your Lifetime Career Search Starts Today

2008-10-10T10:02:00.000-07:00

By: Craig Looney

RICHMOND, Va.--Even if you have a couple years left in college, this is the time to start thinking ahead to your career.

And in broadcasting, you need a quick start.

Frank Jones, the Assistant News Director for WWBT-12, and Sheryl Barnhouse, Assistant News Director for WTVR-6, gave their advice on getting your first broadcasting job to a group at Virginia Commonwealth University.

The presentation was part of the annual Mass Comm Week.

The three goals were explained for great success. "Be prepared, be realistic, and, the most importantly, be willing" Frank Jones said.

An interviewee must be able to take negative feedback from their work in order to improve and gain higher respect at the station.

Getting that interview, however, can be difficult.

Jones said that WWBT-TV 12, the top ranked Richmond TV news station, books only three to four interviews for every 50 resume tapes received. Characteristics such as looks, sound, and energy all come into play when deciding who to take. Jones notes the importance of appearance in their hiring process, even if that means telling someone what to change about themselves.

Best advice? It's time to get your tape together now. A resume and tape gives insight to who a person is. Your thirty seconds of fame on your tape is crucial.

A callback in broadcasting is a step forward, but your character once you enter the door is very important. Barnhouse sums up a necessity for any interview. Confidence.

A prospective employee must be confident in themselves and the entire hiring process. Acting nervous at practice sessions will land you out the door quickly.

Even though competition has grown, the internet and newer technology has given the younger generation an edge over veteran professionals in the business. Internet blogs give more producing opportunities, and provide more opportunities for website news videos and online newspaper.

As for society today, the economy continues to affect the media market; one reason why competitive markets are rising. Your interview is crucial for guaranteed employment.

One of the most important aspects, however, is knowing detailed history of the TV station you are applying for, and, if nothing else, current events.

Jones sums up a strange yet important piece of an interview process. "Do not go in there not knowing who the President is currently."

Karol Tompkins: Advertising Career Search Explained

2008-10-10T07:45:00.000-07:00

Karol Tompkins: Advertising Career Search Explained

By Tom Jones

RICHMOND, Va. – “What should I do to get my foot in the door?” a junior advertising student, who did not want to be named, asked. “It’s about who you know, not necessarily where you’re going to get the job,” Tompkins replied.

Eager to help newcomers gain jobs in the advertising and marketing fields, Karol Tompkins spoke to students Wednesday, October 8^th as part of VCU’s Mass Comm. Week.

Roughly 15 people attended and heard Tompkins explain different aspects of an advertising career.

Tompkins urges students to start networking. “Networking is absolutely something that should be in your toolkit when looking for a job,” she said. Websites such as Facebook can be used, she said, as long as they are presentable to employers.

She also recommends professional sites such as LinkedIn, which employers can look at without all the clutter of personal websites. Also, Tompkins said, going to networking events and getting to know the different people involved in your area helps.

On the topic of resumes and interviews, an unnamed sophomore asked Tompkins “Is it ok to have a one-page resume?” Tompkins said that it is all right, as long as it included all the needed information.

It is important to prepare for interviews, she noted. It would be smart to figure out who the interviewer is and learn how they and the company operate before going to the interview. “Some interviewers ask whether you have questions at the end; always have questions,” she said.

“We’re in a … recession, the job market’s really tight…” Tompkins said, “it’s never too early (to get your foot in the door).”

Digital Media Finds Home with Advertising

2008-10-10T07:34:00.000-07:00

By Tykera Smith

The effects of digital media on creative technology and interactive communications were discussed Tuesday at VCU’s Mass Comm Week.

Mark Avnet, head of creative technology at the Brandcenter, said brands are using interactive communications for advertising needs.

“This is really where it is going to be,” Avnet said, “It is where it is now in the companies that are surviving and it’s where it’s going to be for everybody else.”

Mark Avnet during VCU's Mass Comm Week People are unaware of the impact digital media has on them daily. Digital media has integrated in our lives so easily that tasks like reading a newspaper online are normal routines. Outlets such as TV shows, movies, and music have all converted digitally.

According to Avnet, most brands use viral advertising for their advertising needs. Viral advertising is the process of spreading a brand by word of mouth. Although it can be very effective, it does not guarantee success.

Websites like YouTube and Amazon are major hosts in viral advertising. A successful viral video online is the Geico caveman. By saying the auto insurance company is so easy a caveman can use it, many people are encouraged to try.

Since Avnet talked along the surface of viral advertising, he neglected to show the involvement people have with them.

“He talked a lot about viral videos,” Andrew Millon, 22, VCU senior said, “But didn’t really show people how to engage with viral videos, just that they were out there.”

Brands have also used blogging to their advantage. Its form of advertising allows people to give their opinions about a brand immediately.

Avnet said the blog approach was very successful for Kotex, a women’s feminine product brand. It allowed the direct thoughts and feelings of the women using them to be received instantly. The feedback became very helpful for knowing what women really wanted.

Interactive communications have also become popular with brands. Recently, fast food chains have created interactive video games for their customers. Interactive campaigns allows people to engage with the brand in their every day lives.

Burger King, for example, teamed up with Xbox to expand their brand. According to Avnet, the idea is to make people think of their products other than times of hunger. Seeing familiar foods in the game would cause the player to have Burger King on their mind at any time.

Advertising is based on taking advantage of methods that work in their favor. Since digital media has had success, its techniques are here to stay. Although it may not be successful for everyone, it has still made its impact on advertising.

Avnet’s presentation was entertaining as well as informative. His love for advertising was shown with his delivery, making it even more interesting.

“I thought it was pretty good,” Scott Davidson, 22, VCU senior said, “It really had a lot to do with advertising.”

Professional Offers Advice With Experience

2008-10-10T06:56:00.000-07:00

Book Plot and Journalism Topics of Lecture

By Brad Bess

RICHMOND, Va. - The state of journalism and how it can be improved was one theme sounded by a professional author and journalist who spoke to students and staff Wednesday night.

Mark Ethridge III, author of the book “Grievances,” was the speaker for this year’s Turpin Lecture in News Management, part of Mass Comm Week at VCU.

Ethridge is the president of Carolina Parenting Inc., which publishes various magazines in North Carolina, as well as a former editor at the Charlotte Observer. He wrote “Grievances” two years ago and is currently on tour promoting the book.

“Grievances” is about a man who comes into a newsroom and tells a reporter (Matt Harper) about a 20-year-old murder that was never investigated. The victim was a 13-year-old African American boy in rural South Carolina during the civil rights era. Harper decides this must be investigated, despite opposition from his publisher, death threats and the failing health of his father.

Ethridge told those in attendance that this is not a completely true story, however it is “inspired by true events.”

Ethridge said he wanted to accomplish three things with this novel:

* He wanted to create a “page turner,” a story that people would enjoy reading

* He wanted to provide people with an inside glimpse of all that goes into creating a newspaper and the challenges that sometimes arise

* He wanted to create characters people would care about and be able to relate to.

Ethridge added that he wanted to use the book to “vent some of my own grievances about journalism and daily newspapers.”

But he said newspapers still have three “competitive advantages” to other mediums of news, and in order to survive they must capitalize on these advantages.

* The ability to focus on local news

* The ability to provide in-depth coverage and detail

* The ability to be the “authority” on information. In other words, they must provide reliable information and be the main source of news.

Marcus Messner, a professor of journalism here at VCU put the message into context for students. “Newspapers are changing dramatically,” he said, “and if you’re a journalism student, you need to adapt.”

“I thought I would be bored but I wasn’t,” said Cara Michael, a sophomore mass communications major. “I thought it was really interesting because it really showed the inside scoop of the newsroom.”

Ethridge did say that there’s something everyone can take away from this book, even if they aren’t an aspiring journalist.

“Worry about the right thing and good stuff will happen,” he said.

VCU Students Learn How to Land Jobs in Public Relations

2008-10-10T00:39:00.001-07:00

By Matt Geniesse

RICHMOND, Va. - Quality Writing. Internships. Networking. These are the keys to landing that first job in public relations, experts said at a VCU seminar Wednesday.

Representatives of CRT/tanaka, a leading firm in the field of public relations, said students should start planning now for their future careers. Catherine Gryp, account executive, and Jeff Wilson, associate vice president and director of business development, presented inside tips on securing a job after graduation. They assured students that jobs are available to those who can market their abilities well.

"In this business, you can never go wrong by positioning yourself as a good writer," Wilson said.

Wilson noted that the AP Stylebook is the bible for journalists, and so by default, it is the bible for public relations writing.

Gryp focused on ways of showcasing writing through a résumé cover letter and a portfolio of samples. She told students to build a résumé and cover letter like a press release with the most important information at the top. The goal, Gryp said, is to keep employers interested so they will offer an interview.

Gryp encouraged students to use social networking tools, especially those offered by popular Internet companies like Facebook and Myspace. She said these are the communication tools of the future because the professionals now look to the younger generations for innovative trends.

Wilson told the story of a young woman who researched his business so well before her interview that she was able to slip in a comment about their company karaoke parties. He said the research showed her work ethic and helped her to land a spot in his program.

Wilson and Gryp compiled a list of tips for getting that first job. They include:

*Get internship experience
*Volunteer in your field
*Write, write and write some more
*Do your homework

The process is not over when the interview ends, Gryp said. She stressed that sending a thank-you card is a lost art because the personal touch can really make a difference when a position opens. This recommendation led several students to get the contact information for Gryp and Wilson with plans to send their own thank-you notes to them.

In a discussion of working in the field after a job offer, Gryp said to be prepared for long hours and constant dedication. She recommended students forget the eight-hour workday because successful public relations professionals must always be available to their clients.

"This is not a 9-to-5 job if you want to get ahead," Gryp said.

Some students felt the information from the seminar will help them strategically plan for the future.

"Their presentation made me think that Catherine and Jeff can be my first step in networking with public relations professionals. They have inspired me to be more active in making myself marketable," said Katie Barron, a sophomore who plans to visit CRT/tanaka next month.

Ashley Brown, junior, said, "I'm ready. I feel so prepared for what is ahead of me. I'm anxious to tackle the real world and use these tips to do it. "

15 Tips On Landing Your First Job In PR

2008-10-09T22:51:00.000-07:00

By Danielle Vaughn

Jeff Wilson, the vice president of CRT/Tanaka, and his co-worker, VCU alum Catherine Gryp, shared their insight on how to get your first job in Public Relations last Wednesday afternoon as part of VCU’s Mass Comm Week.
Wilson and Gryp provided the students with lots of advice on how to make a good impression in the PR industry. They discussed what makes an applicant stand out from other applicants. they also stressed the importance of having experience. Wilson and Gryp gave 15 tips on how to land your first job in PR , including:
* Getting internship experience
* Networking
* Doing your homework on major PR companies
“In PR, in communications in general, demonstrating and having some type of internship experience is crucial,” Wilson said .
He said that it was a good idea to start off volunteering because it would give you a chance to get good writing experience and to get your hands dirty in the field.
“Every opportunity that you get to write, to put things in your portfolio, you take it,” Wilson said.
He also said that it is critical to be knowledgeable of AP style. He said proofing your resumes and your work is important when applying for a job.
“I’ve seen many wonderful resumes thrown in the trash because there was a typo on it,” Wilson said.
He closed his half of the presentation by saying that doing your homework on the major PR companies and customizing your resume would make you stand out to employers and give you a leg up over other applicants. "Embrace Social Media"
Gryp followed up Wilson’s statements by saying that the first step to finding a job in PR is to know what your passion is and to always show it.
“You have to show when you’re interviewing and when you’re talking to people, what you’re passionate about”, Gryp said.
She said it is importantto ask questions in an interview, to embrace social media, and to leaving employers with an idea that PR is something that you really want to do. She said that you should be willing to relocate because you might not find your job in this market.
Gryp also said that it was important to be opened to various jobs because you might not get your dream job at first. She ended the presentation by stating that it is really crucial to know as much about technology as you can.
Many of the students were pleased with the presentation. They found it helpful and informative.
“I think both speakers did an awesome job covering the important aspects of landing a job in PR”, said Kimberly Barnes, a junior majoring in PR.
Danielle Sands, a senior PR major, said that talking about the 15 most important things to do was very helpful.
15 tips to land you first job in PR:
Get internship experience
*Volunteer
*Write , write and write some more
*Proof your material
*Network
*Ask for informational interviews
*Do your home work
*Customize your resume
*Show your passion
*Ask questions
*Be willing to relocate
*Be flexible
*Create a support system
*Embrace social media
*Send thank you notes for Interviews

Miami Herald Editor and Investigative Reporter Speak About Their Books

2008-10-09T16:46:00.000-07:00

by Samuel Grimes

RICHMOND, Va. - Miami Herald staff members and VCU graduates Sergio Bustos and Ronnie Greene both offered their own perspective on their respective books and described writing them as a liberating experience.

They spoke Thursday as part of VCU's Mass Comm week on the subject of their recently published books.

Both men are veteran journalists with more than 20 years of reporting experience each. They

They both constantly fought to have more details printed in their stories. Writing a book allowed each reporter to include the details that he felt were absolutely necessary to appropriately delivering his story.

"It was like breathing oxygen," Greene said.

He gave a thorough description of his book, "Night Fire: Big Oil, Poison Air, and Margie Richard's Fight to Save her Town," which chronicles the struggle of a small African-Amercian community in southern Louisiana against the Shell corporation.

Greene reflected on the fact that, had his work been printed in a newspaper, he would have been forced to omit many details. However, since this was a book he was able to "tell the larger story."

Bustos shared his colleague's feelings on the process on writing a book, saying he "never thought writing a book could be more liberating than writing for the newspaper."
He added that it was an "exhaustive experience" but that it was still well worth the sacrifice.

To produce his book "Miami's Criminal Past: Uncovered," Bustos took a series of stories printed in the Miami Herald and gathered new reporting, interviews and writing. The core of the original printed stories still remained, but he had to add many new details to meet the publisher's length requirements and to include anything that had been left out in the newspaper.

The stories in the book occur from the 1950s to the late 1990s, beginning with the unsolved murder of 6-year-old Judith Ann Roberts and ending with the killing of Gianni Versace.

In a question and answer session, the two mentioned their beginnings in journalism.

Greene said VCU is a great training ground for journalism because of its urban setting, which provides many things to report on.

The two were asked whether they felt that newspapers as a whole are slipping and in the process of fizzling out. They pointed out that most people want their news delivered at a convenient time, when they are awake and ready to receive.

Greene was asked about the role of newspapers and said that "newspapers can and do make a difference." His investigative reporting has actually helped to trigger changes in laws.

Bustos said that he believes people still do want to read good reporting. And both men agreed that they want to write another book in the future.

"The storyteller's not gonna die," Bustos responded. "People still love a good story."

The Millennial Generation

2008-10-09T16:37:00.000-07:00

By: Mashalla Mukadam

RICHMOND, Va.— The drastic change in our generations create conflict with surviving technology, causing a need to join the millennial generation and other generations of the past.

The new generation of the millennials is surrounding us and our influences are at an all time high. Marcus Messner, a speaker at Mass Comm. Week, told the audience that all generations have to connect with one another to survive.

An audience of 35 joined four guest speakers to learn about the Millennial Generation and what we have to do unite our different worlds.

The guest speakers included Ken Campbell, a journalist professor at USC, who also moderated the panel, as well as Jeff Nugent, associate director Center for Teaching Excellence, Daphne Rankin, director of student engagement, and Marcus Messner, an assistant professor of mass communications. Each one sought to help the students understand why we are the way we are and how we can use what we’re good at to better ourselves.

Even though we are all very different individuals, those born from baby boomers share a very important aspect of life and growth.

Daphne Rankin said when the millennial generation was born, their parents took it into their power to make sure they were not only protected from harm but knew they were special and loved. They contributed the ideals that everyone was a winner and had made their life plans already, while sitting at a weekly family meeting.

They invented the “Baby on Board” sticker for their automobiles, and sent us to time out rather then beating us with a belt. Better helmets and protective playing gear were among many other things created.

Rankin said this caused the millennial generation to have a much more of a laid back childhood then others generations in the past. Then as all kids do, they grew up and realized hard work is an essential part of life to become anything you want to be.

“To tell you who you are”, Daphne Rankin said, “You’re very connected, you are connected by phones, text messages, social networking sites, your on MySpace, your on Facebook, your on YouTube.”

The millennial generation is fully capable of texting, writing, and listening to our professors speak all at the same time. They are more tolerate of people because of our global cultural differences, and care a great deal about their social lives and civil responsibility is right up our alley.

Knowing all of this information is critical to understand the learning process and the many steps possible to navigate exactly what will make this generation become better learners in the classroom. The role of the teacher vs. the role of the student can easily be intertwined and a balance of power created.

Even though the students today are accustomed to sitting in our seats and letting our teachers give out information, this process is not overall beneficial. Students need to not only become more active in the discussions giving feedback on the material and the way it is taught but try and contribute to the making of the syllabus.

If the millennial generation student feels like it was apart of creating the class, then Rankin said, “They all owned that class together.”

Some other aspects were to help the function of content, where we develop skills as we build knowledge and the possibility to give us full out evaluations of our work. All of these can help put our level of intelligence and digital power to help connect us with the other generations. The sooner we understand each other, the sooner we can make a difference.

Ken Campbell called it teaching an age of enlightenment, “Where we focus on how we can teach you, the millennial generation, with the understanding that your very different students than we were.”

Paula Otto Talks Lottery at VCU

2008-10-09T16:01:00.000-07:00

RICHMOND, Va. (October 8, 2008)— An understanding of the media is crucial to good public relations, demonstrated by Virginia Lottery executive director Paula Otto with her presentation “Strategic Positioning of the Virginia Lottery,” part of VCU’s Mass Comm Week.

Otto said “Virginia cracked the bible belt,” with its lottery, which was debated for more than 10 years before becoming a reality.

Because the lottery is a state agency, its revenue goes towards funding public schools. Otto has made it her goal to ensure that the public is aware of this, an integral part of her two phase campaign “Where the Money Goes.”

Phase one of the campaign took place in the fall and featured TV and radio ads as well as a micro website with pop quiz questions from Virginia SOLs designed to show the public what the average grade school student was expected to know.

Phase two took place in the Spring and awarded 8 teachers from different regions of the state the Viginia Lottery Super Teachers Award. Each award was given to the teachers in a surprise award presentation attended by the media and local VIPs.

Otto said the campaign was a success for the lottery because the amount of Virginia adults who were aware that lottery revenue goes to supporting schools went up by 7 percent, and as much as 10 percent in the education community.

Unfortunately, the lottery does not always have quite as much control of how it is represented in the media. In June 2008, the lottery was served with a lawsuit by a statistics professor at Washington and Lee who believed that scratcher tickets were still being sold after top prizes had already been claimed.

Otto said that her strategy in this situation was to respond to the media when appropriate. Her main goal was to assure players that the lottery believes games are fair and are happy to defend them.

When the story went national, Otto declined an invitation to appear on Dr. Phil with Scott Hoover, explaining that ultimately there were no gains in arguing the case on national television when there was a lawsuit in progress.

Responding to students’ quieries regarding the fairness of the lottery’s previous practice of ordering extra tickets when a game was selling well Otto said, “What is a lottery? It’s a game of chance.”

She said that most players acknowledge prizes are randomly distributed and they have a slim chance of winning.

Otto finished her presentation by saying she believes it is important to always tell the truth in public relations regardless of the circumstances.

Talkin' bout' my generation

2008-10-09T14:59:00.000-07:00

By Megan Goldshine

It was five minutes to go time. Around the room, countless cell phones and iPod screens glowed, while the clicks of texting could be heard at a mind-numbing rate. As soon as the first speaker began, listeners raised their arms to unplug their headphones, and settled in to learn about themselves.

As part of VCU’s Mass Comm Week, about 40 students, identifying as “Millennials,” gathered in the Student Commons Tuesday night for a discussion about their generation.

Three VCU faculty members led the conversation, while Ken Campbell, a journalism professor at the University of South Carolina, moderated.

The panelists included Daphne Rankin, director of student engagement for the University College; Marcus Messner, associate professor for the School of Mass Communications; and Jeff Nugent, associate director for the Center for Teaching Excellence.

“A generation is defined as shared experiences, rather than a birthday. You have always been connected through the Internet. The ability to post text, images, and content to a mass scale, was once reserved for only media giants,” Nugent said.

Last semester Messner surveyed the students in his Communications Technology and Global Society class. They said they turned to virtual newsrooms such as Google and Yahoo more than any other source.

Students also admitted frequenting the celebrity gossip website, PerezHilton.com nearly the same amount as they visit The Washington Post.

“It is all about the daily need; you know what you want,” Messner said.

With customization giving way to virtual empowerment, Millennials use social networking sites to grant others access into their own lives.

“Friending is now a social act,” Nugent said.

The debate of whether or not it is a skill to add someone as a friend online had the panelists in agreement. They do not see it plausible for someone in their late teens and early 20s to know an excess of 1,000 people, questioning whether establishing a social network is actually a skill.

“Public is the new private,” Nugent said.

Some audience participants took issue with the difficulty of controlling what others put online. A site that was mentioned, Juicycampus.com, is virtual slam book for college campuses nationwide. It is an anonymous forum that allows people to post information, fact or fiction, about their peers.

Alisa Sweeney, a Public Relations senior at VCU, feels that the idea of people looking at pictures of her online is an invasion of privacy, but followed up by saying, “But all my stuff is pretty much on point.”

Nugent emphasized the importance of staying on top of your online image.

“You should be responsible for the first 10 responses on Google when you search your name, or someone else is controlling your online branding,” Nugent said. “You are your own brand.”

Nugent compared the labeling of “digital natives” to that of “digital immigrants.” He attributed the different perceptions to how students respond when they find out their teacher uses Facebook.

“Is there a disconnect?” he asked, presenting his idea of a possible bridge connecting the personal and the academic uses of the Internet.

The Millennials are at the forefront of research because they have grown up with the technology that businesses are now turning to.

“Every generation is being targeted. Boomers are just being targeted towards things like Viagra,” Rankin said.

Higher Authorities on Getting Hired

2008-10-09T13:36:00.000-07:00

RICHMOND, Va. -- The broadcasting job market is a competitive field. At a seminar Thursday experts in broadcast gave eager VCU students tips for getting ahead of the competition and snatching that first job.

The seminar was held in Temple room 2219 as part of VCU’s Mass Comm Week. It featured Sheryl Barnhouse an assistant news director at WTVR-TV 6 and Frank Jones an assistant news director at WWBT-TV 12

Both Barnhouse and Jones had a lot of advice for students looking for a job.

“Don’t wait until your last semester to start trying to think about that first job,” Jones said. “Start thinking now about what you are going to do to get that first job.”

For students who are not ready for a job, both WTVR-TV 6 and WWBT-TV 12 offer internships to get experience needed for a job in broadcasting, though Barnhouse recommends applying through the Virginia Association of Broadcasters.

“Internship is key, I think, to starting up,” Barnhouse said.

When getting ready to apply, whether for an internship or a job, Jones offered advice with what he calls the “Three Be’s”

Be Prepared- When you go into an interview do your research about the station you are applying to.

Be Realistic- Set realistic expectations for yourself.

Be Willing- Consider other positions that you have not thought about.

Barnhouse and Jones had some tips for students who were sending in audition videos. They recommended making a montage to show off a students different talent. Jones says that the tape is the first thing he looks at.

“ you have a pretty good idea of a person within a minute first look at that tape,” Jones said.

Within that first minute an employer will be looking for how a person looks, how they sound and their energy. Barnhouse said she really looks for confidence in a person.

Throughout the discussion both Jones and Barnhouse recommended students to look at becoming producers. Both former producers themselves, Jones and Barnhouse said it is the most in demand position in broadcasting.

As the session came to a close students came forward to talk one on one with the featured speakers. Many students used the time to ask more specific questions.

Taylor Howsmon, a mass communications major, who came forward to ask some questions found the seminar helpful.

“It gave a lot of perspective, it's good to hear professionals in a field that you want to get into,” Howsmon said.

Reporting 101

2008-10-09T13:34:00.000-07:00

By Heather Gioia

RICHMOND, Va.- Current president of Carolina Parenting Inc. Mark Ethridge III spoke with students and staff Wednesday evening about ongoing changes in mass media. Ethridge was the guest speaker at the Turpin Lecture as part of the Mass Comm Week at VCU.

What does it take to be a good reporter?

Good reporting, according to Ethridge, is lacking because there are many reporters who are rushing to beat their competition. Using Dan Rather as an example, he explained how news goes on to the air or to print without a complete fact check.

“People have this sort of insatiable desire to know how they fit with the rest of the world,” said Ethridge.

Reporters must remember that it is the readers who bring the value to the paper so their goal must be to connect with them, Ethridge said.

Go after the story.

Along with his journalistic career, Ethridge has taken on the world of novels, authoring “Grievances.”

“Grievances” Is the story of a young reporter who investigates the murder of a 13-year-old boy years after the crime. The story then follows two reporters and their boss, and their drive to find answers.

“The key to writing, everybody wants something,” said Ethridge. “A great newspaper story is a story that gets readers talking to nonreaders.”

Today, the newspaper industry is attempting to look like TV, attempting to “excel where it cannot,” Ethridge said.

Reporters should not cut or dumb down news, however embrace detail, authority, and credentials. Detail being extremely important, Ethridge stresses that reporters should not “ever send anything in that isn’t perfect.”

“Great writing isn’t pilling on a lot of flowery language,” said Ethridge. “When no word is wasted writing is powerful.”

The hard part about being a reporter is not learning how to write news, but learning the industry and getting involved, according to Ethridge. As students, aspiring reporters and journalists should do as much hands on work as possible, complete as many internships as possible.

Earning a degree from a “good” institution and networking are also key in success. Ethridge described VCU’s Mass Communications program as being “increasingly respected.” Networking is also key to success, Ethridge said, recommending that students visit the VCU Mass Communications Alumni web site to start networking with VCU graduates.

Although times are changing, Ethridge stressed reporters will always be needed.

“There is always a need for reporters,” said Ethridge. “The delivery system changes from trees and trucks to the internet, but the content need is the same.”

Who is Mark Ethridge III?

“A very successful media manager who has gotten into a second or third career,” is how School of Mass Communications Director, Judy Turk described Ethridge.

A former editor of The Charlotte Observer and current president of Carolina Parenting Inc., Ethridge has had an accomplished journalistic career. Yet, he did not start off in the field of journalism, or any media for that matter.

Ethridge graduated from Princeton University with a degree in history. From there he went on to be a staff member at The Charlotte Observer. While there, he directed the paper’s Pulitzer winning investigation of the textile industry and PTL scandal.

Author of the novel “Grievances,” Ethridge claimed it is his way to “vent.” “Grievances” is described as a look into the “real life breakneck world of newspaper reporting, from by-lines to deadlines, reluctant publishers to mystery sources.”

“Grievances” has received several positive reviews and was even called “a must for your beach bag” by critics, which Ethridge described as a “delight.”

As a 3rd generation journalist, Ethridge finds ties to the Richmond area through his grandfather, Mark F. Ethridge.

Mark F. Ethridge was a publisher at the Richmond Times-Dispatch in the mid- 1930’s. After his departure in 1936 he was cited by the board of directors of the Times-Dispatch as having helped “circulation (reach) its highest mark and his efforts, have contributed substantially towards increasing its effectiveness as an instrument of public service for the city and the state.”

What is the Turpin Lecture?

The Turpin Lecture was established by two VCU alumni who wanted to honor professor Bill Turpin. Turpin taught media management at VCU.

Ethridge said Turpin was, “A man who is well described as a mentor and a journalist.”

The purpose of the Turpin Lecture is now to bring someone to VCU that is successful in media management.

Accomplished news manager and novelist gives Turpin Lecture

2008-10-09T11:39:00.000-07:00

By Katherine Coates

RICHMOND,Va – Mark Ethridge III and Matt Harper have a lot in common. They are both third generation journalists, they both work for a Charlotte newspaper and were both involved in the reporting of a story about a cold case in South Carolina.

They have so much in common because Matt Harper is one of the characters in Ethridge’s novel, Grievances.

Ethridge is an accomplished news manager as well as a novelist. He directed two Pulitzer Prize winning investigations at the Charlotte Observer and is the current president of Carolina Parenting, Inc.

He spoke to VCU students and faculty Wednesday as part of the Turpin Lecture,an annual lecture started by two VCU alumni in honor of former professor Bill Turpin. The lecture is part of VCU’s Mass Comm Week.

About the book

His book Grievances, is inspired by real life events -- the unsolved murder of an African-American boy in South Carolina that is similar to a case Ethridge reported on.

The book follows reporter Matt Harper , "a rich Yankee blue blood" Bradford Hall who wants to solve the murder,and another reporter Ronnie Bullock who is trying to prove his worth at the fictional Charlotte Times.

While writing his novel Ethridge said he set out to do three things.

Create a page turner a novel people couldn’t put down.
Create characters people would care about.
Create a novel that told about newspaper business

Ethridge says his book offers a rare glimpse into the journalism profession.

Writing a novel

While running Carolina Parenting, Inc. and working as a consultant for a NASCAR fan magazine Ethridge had about a day and a half each week to write his book.

“ The difference between the people who write books and the people who don’t" Ethridge says" is the people who write them do it. There is no difference.” He encourages people to just keep writing even if they only write four pages a week-- because in a year and a half they’ll have a book.

Family Circle

Going on tours talking about news management and his novel has bought Ethridge’s life full circle. On the book tour he met a woman who his father had written love letters to in the 1940’s. He has met many people who worked with his great- grandfather who he never knew. Finally he comes to Richmond where his grandfather was a highly praised publisher of Richmond-Times Dispatch in the 1930’s.

Ethridge's book is set to be made into a movie entitled Deadline.

Local news directors provide useful guidance

2008-10-09T10:39:00.000-07:00

Curt Dozier
Two local news directors spoke to a group of students at Virginia Commonwealth University’s Mass Communications Week Thursday, giving advice and fielding questions on the broadcasting industry.

Assistant news directors Frank Jones (WWBT-12) and Sheryl Barnhouse (WTVR-6) spoke on behalf of their stations in a forum named “Getting Your First Job in Broadcasting.” The forum lasted one hour and strived to help VCU students interested in the broadcasting industry.

Jones and Barnhouse stressed the desire for a passion of the industry in order to be a successful broadcaster. “You’ve got to be willing, you’re not going to get rich in this business, so you must do it for the passion,” Jones said.

Both WTVR and WWBT offer internship programs for college students in many different fields to help getting a broadcasting career underway.

“Don’t wait until your last semester to think about getting involved and getting your first job,” Jones said.

Jones believes there are three essential parts to becoming a successful media career which he calls “The Three B’s”

“Be prepared, Be realistic and Be willing; be willing is certainly the biggest thing.”

Barnhouse and Jones both wanted to be news anchors and reporters when they first broke into the industry, but were forced to discover other avenues.

Barnhouse has been a part of WTVR since 1998 and has doubled as a producer as well as news director. Jones joined WWBT in 1993 and has served as an executive producer.

“I realized I wanted thirty minutes to my own, so I thought about becoming a producer,” Barnhouse said, “You really have to think on your toes.”

“Every student wants to become an anchor or reporter; people do not always think about the other jobs, but I know I am always looking my next producer because I never know when I will fire one,” Jones said jokingly.

After the directors spoke, the forum was opened for a question and answer session where students sought out information on how to get involved. Jones believes the most important thing is to begin building a portfolio, or audition tape.

“News directors are not afraid to give feedback; you want to develop some sort of connection to that station,” Jones said.

The broadcasting industry has changed with the latest developing technology and Jones believes it will help prospective broadcasters.

“As much as you can try to have knowledge of the newest technology,” Jones said.

Barnhouse has noticed younger journalists have needed to teach experienced broadcasters the ways of the new technology.

“We have had VCU students come in and literally have to teach the old dogs new tricks,” Barnhouse said.

At the closing of the forum the directors ended with thoughts on what future broadcasters could use the most.

“Confidence is big; know what you’re doing and get to a comfort level,” Barnhouse said.

Mark Ethridge III Delivered Annual Turpin Lecture for Mass Comm Week

2008-10-09T08:15:00.000-07:00

Mark Ethridge III holding his novel, "Grievances."

By: Adrienne Bowers

RICHMOND, Va. -- Mark Ethridge III, president of Carolina Parenting, Inc. and former editor of The Charlotte Observer, spoke to a group of VCU journalism students and professors on Wednesday about his novel, “Grievances.”

“I wanted to create a page turner. I realized that I started late in my career and that I wasn’t gonna have a lot of chances to get this right. I really wanted people to like it. I wanted them to not be able to put it down and not be able to go to sleep at night,” said Ethridge as he described his motivation for writing his novel.

A crowd of about 50 people met in the Virginia Rooms of the Student Commons as part of Mass Comm Week at VCU. They listened to Ethridge talk about his desire to create a novel that provided a behind-the-scenes look at the newspaper industry.

“Grievances” takes place during the civil rights era in South Carolina. It tells the story of the death of a 13-year-old African-American boy and the subsequent investigation by journalists.

In addition to talking about the novel, Ethridge highlighted two main characteristics of the newspaper industry that makes it different from the Internet.

ability to cover local news (websites cover national and international news)

2) ability to report in-depth and detailed information (websites have limited information)

According to Ethridge, this is what the characters in “Grievances” were trying to portray.

In addition, Ethridge says the “decline of the dailies” is partly due to the rise of the Internet, and therefore, print journalists must seek stories that a person cannot get anywhere else.

“Delivery system changes, but the content should stay the same,” said Ethridge.

Also, he emphasized the effort he made to create characters that people cared about and could relate to.

“Novels are not about what happened, but what happened to the people. They are about the transformation that people undergo,” said Ethridge.

Judy VanSlyke Turk, Director of the School of Mass Communications, described Ethridge as a “perfect choice (to speak at VCU) because of his connection to Richmond and professor Turpin.”

The annual Turpin Lecture, named in honor of former professor Bill Turpin, began four years ago. According to Turk, the purpose of the Turpin Lecture is to have students learn from speakers who are “successful media manager.”

“He is an interesting and engaging speaker who is not frightened by new media,” said Robin Ashworth, of VCU’s Media, Art and Text program.

Mark Ethridge III is a Winston-Salem, N.C. native who graduated from Princeton University in 1971. While he worked as the managing editor at the Charlotte Observer he directed the newspaper’s Pulitzer Prize winning investigation of the textile industry. In addition to being the current president of Carolina Parenting, Inc. he works as a consultant for the NASCAR fan magazine.

Ethridge comes from a family of successful journalists that includes his grandfather, who served as the publisher of the Richmond-Times Dispatch in the 1930s.

Visit NewSouthBooks official website for more information on “Grievances” and Ethridge.

Virginia Public Schools Are Feeling Lucky

2008-10-09T08:07:00.000-07:00

By Andrea Dunn

RICHMOND, VA. - Virginia Lottery not only makes a difference in winner’s lives but also K-12 public schools.

Virginia’s Executive Director of the Lottery, Paula Otto spoke Tuesday to students and staff at a VCU’s Mass Comm Week event. Otto is a former professor at VCU and worked in the School of Mass Communications until February of this year.

Otto shared a brief history on the Virginia Lottery. It was first passed in 1988 by a 57-43 vote as an alternative to raising taxes. Virginia was the first true southern state to admit the lottery, so they set out to lead by example.

“We love numbers at the lottery,” Paula said before giving some statistics.

In the lottery’s 20 years of existence there have been:

$20 billion in sales
$10 billion in prizes
$1 billion in retailer commission
$6 billion in revenue

Revenue for the first 11 years went to a general fund. Once in the general fund it had to be voted on how to be spent state wide.

In 1999 the Virginia Lottery made a change to have its revenue go to public schools.

“All of our money goes to education,” Otto said. “We gave $455 million last fiscal year.”

This is a little more than the average donation amount of $450 million, but that number accounts for about 6% of Virginia’s public schools education budget each year.

The Virginia Lottery’s website recently held a Super Teacher Award partnered with the P.T.A. statewide to give back to eight of the states best teachers. There were over 1,800 nominations. The winning teachers received big cardboard checks for $2,000 and the schools also received $2,000 for supplies.

The Virginia Lottery also helps out college students by offering paid internships.

Kathleen Whitlow, 24, public relations major from Richmond attended the meeting and said she was a casual lottery player.

“I didn’t realize the revenue was for public schools,” Whitlow said. “It is a more honorable organization that I thought.”

Kaitlyn Simmons, 22, public relations major also from Richmond heard Paula Otto speak and said she doesn’t play the lottery.

“I won’t play more knowing that is goes to schools,” Simmons said. “But I like it (the lottery) I think it is fine.”

Media Must Adapt To A Changing Society

2008-10-09T08:05:00.000-07:00

RICHMOND, Va.-- Newspapers, magazines and television will have to change to meet the needs of the next generation news consumer according to the speakers at “What’s Our Future” Tuesday.

Older generations want traditional methods, but future generations are not getting news this way says Daniel Finnegan, senior editor of the Richmond Times Dispatch.

“How many people held a newspaper today?” he asked the audience.

Only about one-fourth of the audience raised their hands. Finnegan said 10 years ago everyone’s hand would be raised.

The Associated Press did a survey of how young people from India, England and the U.S. get their news and found the Internet was the new generation’s choice.

The survey found people wake up and watch TV, drive to work listening to the radio and at work they check news said Jean McNair, news editor at the Associated Press.

Finnegan worries the Internet is becoming the prominent source of media and our democracy is in jeopardy. He says democracy may become weak when society is not informed.

“Government needs checks and balances,” Finnegan said.

Kym Grinnage, general sales manager at NBC12, also worries about the lack of newspaper reading among future generations.

Reading is failing today among young people. Television’s goal is to tease you to be curious and read newspapers he says.

“Don’t be stuck in one medium,” Grinnage said.

As the internet becomes society’s primary news source, media companies are struggling to make a profit.

Finnegan says there is no internet news site that is making a lot of money.

Declining revenue among media companies has become an issue the public is unaware of.

“We live in a society that thinks content is free,” said Bernie Niemeier, publisher of Virginia Business.

Media companies are trying to solve financial problems by looking for ways to convince advertisers to pursue the Internet as well.

The challenge is media doesn’t know how to target advertisers for the Internet,
Niemeier said.

To overcome these challenges media must continue to adapt to the Internet model.

We must “expand ways to receive news,” McNair said.

Finnegan says there is going to be a restructuring of the newsroom, but he says the traditional newspaper is not going anywhere.

“I think it’s going to be there in some shape or form,” Finnegan said.

Finnegan says the future of newspaper will consist of a few main sections and the remainder will be sold separately.

Looking Ahead In News

2008-10-08T22:11:00.001-07:00

By Alexander Chang

Richmond, Va. – Professionals from various news outlets sought to disprove the increasing speculations about the deterioration of traditional media as part of VCU's Mass Comm Week.

The discussion took place Tuesday at VCU’s Temple Building and focused on the impact of technology on advertisement markets and new plans of distributing paper copies in light of the growing online revolution. The panel discussion introduced the idea that traditional news media are simply adapting rather than dying out.

“Print is not as dead as you may have heard,” said Bernie Niemeier publisher of Virginia Business Magazine. “I think there are some days left in the world.”

Daniel Finnegan, senior editor at the Richmond Times-Dispatch, told students the digital age has forced publications to reduce the number of pages published in printed editions, and that newsrooms now are concentrating on personalizing hard copies for subscribers. Finnegan predicts that “newspapers are likely to cease publishing on certain days” and that certain sections will be excluded from everyday copies or offered in premium membership.

A reason that publications are reluctant to go completely digital is the difficulties involved in advertisements. Niemeier said that there’s little support from business departments for magazines to go completely online because “the content can’t be supported by revenue generated online.” Both Finnegan and Niemeier noted that publications still get a large portion of their revenue streams from selling hard copies and subscriptions.

Kym Grinnage, general sales manager at WWBT-TV NBC 12, says broadcast stations are aiming to work with websites as the digital media are evolving. Grinnage believes that using television as a form of promotion for the audience will entice people into researching related information online. “Television is the tease to get your attention,” said Grinnage.

Students were asked by the panelists where they get their news from and commented later that certain people just require online mediums to get quick and easy information on the rush. Jean McNair, news editor at the Associated Press, says that she the AP has been adjusting but welcomes the digital change due to the AP business model representing immediate on demand coverage. “People want news,” said McNair. “People have a huge appetite for news.”

Finnegan interviewed after the presentation, said that the idea of “the hunger for news” reducing news content quality is not likely. Finnegan said that the Times-Dispatch does meet the need of immediacy, but continues to concentrate heavily on accuracy.

Finnegan thinks that websites such as Blogger or other outlets are not a threat to the news industry. "85% of political blogs," said Finnegan, "are based on mainstream news media."

Advertisers on the other hand are less welcoming of the online transition because of skepticism about the effectiveness of online ads. Niemeier said that advertisers have trouble targeting the right audiences with the right ads. Grinnage said that he does not agree ethically with certain tracking advertisements that personalize ads on websites by taking information from your computer, such as cookies. “They take your information and sell it,” Grinnage said in an interview after the panel discussion.

Nicole Koussa, VCU student and sports producer for the Richmond Times-Dispatch, left the panel discussion alarmed. “When Danny was speaking about the Sunday edition and about niche only papers during the week,” said Koussa. “That’s a scary thought, that there might not be a sports section.”

The news professionals left their audience with the thought that news outlets, "Don't have to be all things to all people, all the time" because readers are now becoming specific in what information they want and how they get it.