I recently found out that I made it through the first round of applications for the Ketchum PR Summer Fellows Program. I had to complete the second half of the application through completing several creative writing prompts. Check it out below!
Dominique Fluker
Question One: What is a tagline that best represents you? Tell us why.
A tagline that best represents me is one that I created, which is Strive Forward. This tagline is an accurate representation of my personality and moral compass. In my life outside of the PR field, I faced many adversities including my father’s murder last April of 2013. Although I was and still am devastated, I decided to return back to college shortly after the funeral. I was determined to become a senior and to graduate on time. I continued interning and honing my craft of PR communication skills and social media marketing. I believe it is extremely important to remain focused and dedicated to your dreams, and to strive Forward.
Question Two:Create a press release on one of the fictitious products listed below. (Oceanic Airlines)
Oceanic Airlines Launched The First WeChat campaign To Celebrate Digitally The Icelandic Holiday: Konudagur (Wife’s Day)
San Francisco –– March 13, 2014 Oceanic Airlines and BrielleWorldwide PR have successfully launched the airline’s first WeChat campaign to celebrate the Konudagur Holiday in Iceland. Oceanic Airlines has a rich and collaborative history with Iceland. The WeChat campaign aims to celebrate the holiday with the airline’s social media followers. BrielleWorldwide PR developed a festive campaign to attract Oceanic Airlines more than 200,000 existing Icelandic followers to the airline’s newly launched presence on WeChat, which is a social networking App featuring live-stream feeds and location-based social plug-ins to chat with other users including brands. The holiday Konudagur, is in the celebratory month of Thorri, which comes to an end with 'wife's day', a day to celebrate women. This time men do the treating, buying flowers or other traditional gifts for the significant women in their lives. With the WeChat App, businessmen who are traveling on Oceanic Airlines can digitally show their wife’s the gifts that they purchased for them beforehand. Today travelers in Iceland are learning more about staying digitally connected when away from home. For Oceanic Airlines it is vital that we develop our mobile business in the Iceland market where most consumers have gone straight to using social media and e-commerce on their phones instead of computers. Our campaign launched a smooth landing into WeChat, receiving 5,000 followers in the first 7 days of its launch!
The campaign ran from the Thorri month of December 15th and ended January 30th of 2014. Following the success of its first WeChat campaign, Oceanic Airlines now plans to develop a more in-depth customer communications and services to continue the expansion of the WeChat App.
###
Press Contact: Dominique Brielle Fluker (510) 459-8763 / Dfluker@gm.slc.edu
Dominique Fluker
Question Three: A) Provide us with an example of a successful PR campaign that has stood out to you, and tell us why it was successful. Explain how social media played a role in this campaign and how it affected it, either positively or negatively.
An example of a successful PR campaign is Ogilvy and Mather’s The big ideaL™ This PR campaign is Ogilvy’s philosophy on how brands can thrive in the current times of social media. Ogilvy observed successes of brands that they admired and saw that those brands had a higher ideal at their core: a point of view on how the world should be coupled with a resolve to work for it. The PR agency developed The big ideaL™ for the past four years, to incorporate a practical technique to help their clients discover and develop ideals for their brands. The big ideaL™ has two parts. . The first concerns Cultural Tension: to be relevant and important, brands need a point of view on the big and small topics of the day. The second part is the brand’s Best Self: to be valid, a brand must have some authority to be able to hold its point of view. We find this by exploring the brand’s history and asking when the brand was at its best. It is in the intersection where these two parts meet that the magic lies. Ogilvy and Mather were successful at combining this idea with social media platforms. For example for their brand management and press partnership with Louis Vuitton, Ogilvy implemented the usage of Social Media platforms like web ads, centralized ecosystem of apps, and Facebook pages which inevitably helped Louis Vuitton to survive the recession from 2008 and increase net profit by 73% in 2010. Now Louis Vuitton's next challenge is to navigate the narrow channel between mass- market technologies and a high-culture message. The The big ideaL™ is an organizing principle designed to divine out a brand’s most relevant and honest sense of purpose--to guide the way it thinks and behaves. With this method, not only does the client benefit from record sells, they also benefit from having their brand be clearly defined which ultimately results into being effectively marketed.