Archive for category: Blog

By Alexis Wary

Editor’s Note: A version of this post was originally published as part of the Point Park Center for Media Innovation’s monthly email newsletter. PRSA Pittsburgh partnered with the Point Park CMI to host this event.

TikTok has become one of the leading social media platforms, allowing for companies and businesses to reach audiences and ways for average people to produce and receive unique content that can potentially lead them to fame.

“Back when the pandemic hit, and I had my wheels — the only place I know as home — TikTok was an organic way to let off some energy, make some people, smile, laugh, and have fun doing it,” said Connor Clyde aka Mr. Heelyagirl, a TikTok creator from Pittsburgh with more than 200,000 followers. 

The Center for Media Innovation at Point Park and PRSA Pittsburgh worked together to host a virtual panel discussion on March 24, 2021, about the basics of TikTok and how it can be beneficial for companies and brands.

CMI Director Andrew Conte led the conversation with Clyde; Sloane Kelley, vice president of social media for 9Rooftops Marketing; and Heather Star Fielder, Point Park professor of multimedia, chair of the department of community engagement and director of Wood Street Communications. 

Gen Z and Millenials are most active on TikTok, a social media platform focused on sharing short video clips with pre-recorded or original sound. 

Clyde started using the app at the start of the COVID-19 pandemic, leading him to unexpected fame. Now, he even reps his own T-shirts featuring one of his catchphrases: “Crop top, muffin top, don’t stop.” 

When he started making videos, Clyde said he had no expectations. He just wanted to entertain his friends and lift people up during these hard times. 

Eventually, one of his videos went viral and his audience started to build from there. Since then, he’s worked on collaborations and sponsored videos with brands such as GetGo and Smile Direct Club, earning up to $1,000 each. To keep the content authentic, Clyde said he only works with sponsors that he would partner with regardless of the money.

“You have to be genuine, people can cut through …(other) people who aren’t authentic,” he said. 

Apart from individuals making creative content, brands can benefit from the platform, working with creators to produce a balance of organic and sponsored content. 

“You want things to feel like it is in the voice of the creator they are working with,” Kelley said. 

Learning the mechanics of the app might seem intimidating, but brands shouldn’t be afraid to try it, especially if their target audience members are spending time there, she said. 

For anyone who wasn’t familiar with making a video on the platform, Star Fieldler walked through the process of making and posting a TikTok video. She also explained the pros and cons of the platform, and case studies from brands such as Chipotle and Ocean Spray. 

There is no formula to going viral on TikTok but, as Clyde said, by “putting out steady content, building followers and finding that secret sauce,” viewers can express themselves and build communities while also allowing brands to capture audiences’ attention.

by Bre Zboran
D&I Committee Member

The lack of diversity in the PR industry is staggering. According to the Bureau of Labor Statistics, women hold over 72.8% of PR management jobs, but only 10.7% of those roles are held by Black women and 3.1% are held by both Asian and Hispanic/Latino women.

Resources like PR Girl Manifesto—an inclusive community of over 40,000 PR professionals—can make a difference by empowering emerging and current PR pros to use their abilities to transform the industry, change the narrative and create a future of equitable and inclusive opportunities for all women.

Taylor Fife, PRSA Pittsburgh’s diversity & inclusion chair, had an inspiring conversation with brand strategist and founder of PR Girl Manifesto and AB MEDIA GROUP, Fatou Barry. During “Empowering Tomorrow’s PR Leaders: PR Girl Manifesto Joins PRSA Pittsburgh for Black History Month,” Barry spoke about her experience as a young Black woman in PR, how brands and employees can foster a diverse and inclusive community, the importance of self-care, and actionable advice for aspiring PR professionals.

Recognizing the power of community

For Barry, post-grad wasn’t as easy and linear as people made it seem. She felt unprepared, that there weren’t enough resources, and that she was both learning and working at the same time. Realizing that she wasn’t alone, Barry created PR Girl Manifesto as an accessible, community-centered platform that provides an equal foundation for learning and growing.

“We work to eliminate barriers of entry instead of creating them,” said Barry. 

PR Girl Manifesto also caters to those who might not have a linear path in the industry. 

“PR and communications can make you feel like you have to follow a certain trajectory to be successful. We recognize that that’s not the case at all,” said Barry. “People are coming from other industries and wanting to find a career in PR. They’re individuals who might not even have had the opportunity to go to a two-year, let alone a four-year college, to learn all of these things.”

Navigating the PR industry as a young Black woman

When Barry graduated college in 2014, there was pushback to young and innovative ideas. The industry leaned toward traditional PR, and it wasn’t as acceptable to be a multifaceted PR professional. On top of those challenges, she also felt like she had to overcompensate to be respected. 

“I was experiencing a lot of ageism as a young Black woman in this industry where my ideas were second-guessed,” said Barry. “I always had to prove myself or always had to give 200% to prove that I was providing value.” 

This experience influenced how Barry navigates the PR Girl Manifesto community as she works to break down the barriers of what a traditional PR pro looks like.

“I wanted to prove to myself and to others that you didn’t need to look a certain way, that you didn’t need to behave or value certain things to be successful in the industry, and that you can really do things your own way,” said Barry. 

Implementing D&I practices during Black History Month and beyond

There’s not a one-size-fits-all D&I approach for brands, but for the ones ready to take it seriously, initiatives have to start at the company’s foundation. 

While people are quick to post Black History Month content or make comments on racial inequity, it’s important to first ask the following the questions:

• Are you pulling from a diverse pool of candidates when hiring? 
• Do you make an effort to utilize diverse vendors? 
• Do you value the diverse voices in your company? 
• Does this reflect where the company stands internally?

“For brands who are looking to foster diverse and inclusive communities, it has to be a goal,” urged Barry. “It has to be ingrained in the bottom line—that at the end of the day, this is something that’s important to us and that reflects itself in everything that we do.” 

To help hold companies accountable, employees should keep track of everything upper management has said—or hasn’t said—about their commitment to D&I. Benchmark the things that you feel are lacking, and be upfront about it. 

“Allyship is great, but we want you to be an accomplice,” said Barry. “Being an ally is ‘I empathize with you.’ Being an accomplice means ‘I’m committed to doing this work with you.’

Prioritizing self-care in PR

As PR pros, we’re expected to be always on and connected—going above and beyond for our jobs and clients. Yet, many people don’t talk about the toll this takes on our mental health. Barry once wore her exhaustion, stress and anxiety as a badge of honor because she felt it meant that she was a hard worker. Now, she’s using her platform to actively dispel this narrative. 

“You deserve to rest. You deserve to be happy. You deserve to feel like you have a life outside of your work,” said Barry. “For us, it’s so important to get that type of content out there because we know that a lot of people aren’t hearing that anywhere else.”

Her biggest self-care tip? Set boundaries. This could mean not checking your email between certain hours of the day or not taking calls before or after a designated time. It’s important to communicate these boundaries to others so they understand how best to interact and engage with you. 

Sharing advice for young women and women of color in PR

1. You deserve to be here “Not believing that you deserve to be somewhere will keep you stuck, will keep you playing small. When you get an opportunity, do not second-guess it. You’re getting the opportunity because you deserve it and you’ve shown you deserve it,” said Barry. Young women and people of color often feel like they continually have to pay their dues even long after they’re paid, and that there’s always another level they need to reach. However, Barry shares an important reminder: “You cannot let people who are committed to making you second-guess yourself be the barometer for how you view what you’re doing and your work.”
2. Follow as many industry publications, podcasts and platforms as possible. This not only includes PRWeek, Cision and PR Daily, but also other platforms such as Before You Hit Send and Publicist.co. Ingrain yourself in the industry as much as possible.
3. Don’t be afraid to ask PR pros for help. Barry is passionate about breaking down the narrative that PR pros don’t engage with or can’t help each other. “We’re a community, we’re a network,” she said. “I think we need to lean into that.”
4. If you want to create your own agency, work at an agency first. This experience and knowledge will help you figure out the best systems of procedure, how to handle certain situations and how to structure things in a sustainable way.

Taking action

One of the most important takeaways is that if you see something, or if it feels uncomfortable or wrong, call it out. 

“Even if I don’t verbally say something, if you know that it’s affecting me, if you see me making myself small because of something that I’ve experienced or something that clearly showed inequity, that’s your moment to stand in the gap,” said Barry. 

As communicators, we also face an added responsibility when it comes to speaking up. 

“We know what it looks like to communicate, we know how powerful communication is—so why would we ever be the ones to stay silent, when we know the power of stories, words and language?” asked Barry. 

Additionally, it’s important to commit to understanding for the long term, especially since racial inequity doesn’t always look the same in every circumstance. 

Check out the inclusive and empowering PR Girl Manifesto community on Instagram, Twitter, Facebook and LinkedIn.

As PRSA Pittsburgh celebrates Black History Month, we pause to reflect, examine and thank the PR pioneers who enabled today’s practitioners to excel in the industry.

by Taylor Fife, Diversity & Inclusion Chair

At least once in our careers, we’re asked why we decided to join the public relations and communications industry.

The answers given are often quite simple – “Because I love to solve problems,” “Because I’m a natural storyteller,” “Because I enjoy connecting with my community.”

But the answer I give is complex and deeply personal  – “Because of Bayard Rustin.”

As a Black woman in the industry, I stand on the shoulders of giants who’ve broken down barriers for people of color.

Every day as a digital marketer, I roll out of bed, log on to social media and I write freely, without fear. I write to influence others – something Black people, like Rustin, were once arrested, beaten or even killed for doing.

Black PR Industry Pioneers

The Black PR legends before me paved the way for professionals like me to enter and excel in the industry.

Not just this month, but every month, we must remember that the faces of PR include  ones of color.

We honor and thank the change agents of Black PR History for their contributions, because to them, we are forever indebted.

Here are only a few of many examples of Black PR pioneers:

Ida B. Wells

Ida B. Wells (1862-1931) was a civil rights advocate, journalist, and feminist. Wells is notably praised for her social activism campaigns designed to promote women’s suffrage and the abolition of lynching.

Wells was also known as the, “Princess of the Press.” She crafted appeals to change public opinion in America and Europe. Her efforts resulted in support for her campaigns.

In 2020, Wells was awarded a Pulitzer Prize, “for her outstanding and courageous reporting on the horrific and vicious violence against African Americans during the era of lynching.”

Joseph Varney Baker

Joseph Varney Baker (1908-1993)  was once described as, “the dean of Negro public relations men.”

As the Museum of Public Relations reports, Baker was the city editor of the Philadelphia Tribune, a newspaper for African Americans that is still published today. After leaving this job, he provided public relations counsel for the Pennsylvania Railroad.

In 1934, Baker became the first Black PR firm owner in the country. Subsequently, he became the first Black person in public relations to become known for acquiring significant accounts from large corporations in America.

Baker was also the first Black president of PRSA Philadelphia  and the first Black man to gain accreditation from PRSA.

Maggie Lena Walker

Maggie Lena Walker (1864-1934) is best known for becoming the first Black woman to charter and become a bank president in the country.

“Walker was said to have a genius for public relations, and used her skills and drive to help her community, rally support for her causes, and establish long-lasting, successful institutions,” according to the Museum of Public Relations.

Inez Kaiser

Inez Kaiser (1918-2016) forged her career while struggling for basic rights that were denied to Black people in the ‘60s.

She was the first Black woman to own a PR firm in the country. Kaiser was also the first Black woman to join PRSA and was active in her community and politics.

7-Up was one of Kaiser’s major accounts. She also founded Del Sprites, an organization that helped disadvantaged African-American junior and senior high school girls pursue higher education.

Patricia Tobin

Patricia Tobin (1943-2008) was viewed by many as a queen of PR, master of networking and a guru of event planning.

She began her career as a broadcaster and in the early 1980s, Tobin organized an event for a sportscaster. That was the beginning of weekly “media nights” or “journalist jams” she would host, where people would come to socialize and network.

Because there were few opportunities for people of color in her field, Tobin decided to start her own company. She left her broadcasting job and began Tobin and Associates in 1983.

Most notably, Tobin co-founded the National Black Public Relations Society and served as a dedicated activist for minorities, women and youth.

Moss Hyles Kendrix

Moss Hyles Kendrix (1917-1989) is best known for his work with the Coca-Cola company. His employment with Coca-Cola made him the first Black person to acquire a major national account.

Not only did Kendrix revolutionize how advertising in America portrayed Black people, he also pushed his clients to employ Black practitioners and established a professional group to support and encourage Black communication professionals.

PRSA Pittsburgh encourages members to learn about more Black PR pioneers from The Museum of Public Relations and notable Black innovators.

PRSA Pittsburgh also encourages members to view our resource list of Black-owned businesses, creatives and more to show continued support and commitment to diversity, equity and inclusion during Black History Month and beyond.

Empowering Tomorrow’s PR Leaders

Not only has Black PR history shaped my career choice, but it also has propelled other Black women to make significant contributions to the industry and inspire generations to come.

In honor of Black History Month, PRSA Pittsburgh invites its members to a virtual discussion with Fatou Barry on Zoom from noon to 1 p.m. on Monday, Feb. 15. Barry is a brand strategist and founder of the inclusive community of over 40,000 PR professionals, PR Girl Manifesto.

Community resources such as PR Girl Manifesto empower emerging and current PR pros to use their abilities to transform the industry, change the narrative and create a future of equitable and inclusive opportunities for all women.

Attendees will learn how to commit to D&I long-term, how a career in PR can be a vehicle for advocacy and tips to help women excel in the industry and generate opportunities in the workplace. 

We’ll also reflect on Black PR History with Fatou and learn more about the professionals in her life that have inspired her to serve as a pioneer for future leaders among women and women of color.

RSVP for this free, virtual event on Eventbrite.

Communications and PR professionals of all identities and seniority levels are encouraged to inquire about joining our Diversity & Inclusion Committee at info@prsa-pgh.org.

By Steve Radick
PRSA Pittsburgh Sponsorship Lead

[This post originally appeared on Marketing Profs.]

The pandemic has given B2B marketing leaders a golden opportunity to rethink the culture of their marketing teams. Rather than worrying about how to recover, B2B marketers should be thinking about how to get stronger.

Culture change takes time, but one of the best ways to start is by integrating new steps into your employees’ professional development plans. After all, you are what you measure: Campbell’s Law posits that if a raise or corresponding value judgement is solely dependent on meeting a sales quota, employees will sacrifice their other job responsibilities—team management, skill development, and so on—to meet that quota.

If you integrate innovation into development plans, and subsequently into employees’ annual reviews, you can start holding them (and yourself) accountable for the changes you want to make. The metrics that make a successful employee must start including behaviors you want to see; otherwise, your teams will treat culture change as “nice to have” instead of a necessary focus.

That said, telling your employees to “be more innovative” or “take more risks in your work” isn’t helpful. Instead, create professional development goals that are specific, attainable, and measurable, and then provide detailed recommendations that are time-bound and actionable.

Use the pandemic as an opportunity to assess your professional development plans, for both yourself and your teams. Start with these questions:

• Do you have a development plan? Do your employees? When was it last updated?
• What are your strengths and weaknesses?
• What are your career goals? This year? Over the next 3-5 years?
• What do you need to accomplish those goals? From yourself? From your team? From your boss? From the organization?
• When was the last time you spoke with your team members about their personal career goals?
• Do you have a plan for how to help them achieve those goals?
• Do you hold them accountable for meeting their goals?
• When was the last time you went down on the factory floor to better understand the complexities of your product manufacturing?
• Do you monitor industry associations and know what the latest trends are?
• Have you shadowed your sales force to truly hear the voice of your customers and understand their needs and what they are looking for?

Once you’ve assessed the current situation, start creating plans that will form the foundation for a more innovative and effective marketing communications department—one that will attract, develop, and retain innovative employees.

Professional development plans should be SMART (Specific, Measurable, Achievable, Relevant and Timely). Here are a few sample development plans for employees up and down your org chart that will build a foundation for a more innovative marketing team that could actually apply those strategies and tactics you see in conference agendas, blog posts and white papers.

These plans should always be customized to the individual employee – everyone has different strengths, weaknesses, goals and interests – but they provide a good framework for creating lasting culture change in your B2B marketing.

The pandemic may have forced us to adapt on the fly and come up with creative solutions to challenges we couldn’t have imagined a year ago, but it’s also showed us what’s possible if we think beyond best practices and identify new solutions. Let’s do more than recover from this. Let’s make this the start of a new beginning for all of us.