Tuesday, April 21st - Digital Issue Mgmt
I believe the most important ideas from this week's readings were the key components from the successful social media case study article. Allagui & Breslow (2016) examine four campaigns alongside their four categories which characterize an effective modern communications campaign. In short, these categories are a) the utilization of digital storytelling, b) compatibility with mobile screens and controls, c) the extent to which the online campaign catalyzes offline engagement, and d) to what extent the campaign allows sharing, both online and offline. Each of the successful campaigns were critically analyzed according to these components. I found them to be useful criteria to keep in mind if I work in public relations or campaign creation in the future.
A recent example that has been at the forefront of my mind is how Purdue has been using their social media to bring attention to the issue of potential students choosing Purdue in the midst of this pandemic. There is a lot of uncertainty about whether attending college is a good idea right now; for example, will incoming students get the full value of education if classes have to be conducted remotely? Why should students choose Purdue over other universities? These are things that Purdue knows are on the minds of high school seniors and their parents now, as spring is the time that college decisions are finalized. Additionally, this issue of college decisions is a muddy one because it is intertwined with the issue of the coronavirus. Purdue is doing what they can to bring attention to the benefits of committing to be a boilermaker.
Although Purdue is not using their social media to launch a campaign, I have noticed motifs they have tapped into since the university moved to online classes. Examples of this are overlaying the words "RESILIENT" AND "TRANSFORMING" over photos of students and faculty doing research. They tie this into the fact that some Purdue researchers are at work to combat the coronavirus, and also the fact that you, yes you, could be doing the same transformative work solving global problems if you choose Purdue. If you look at Purdue's instagram, they have utilized Alluagui & Breslow (2016) criteria of digital storytelling, whether that is telling the stories of faculty working to analyze and combat coronavirus, or stories of future incoming students accepting their admission decision to Purdue. All of Purdue's media is compatible with mobile screens, regarding the second category; their social media team absolutely knows how to fit the content regardless of what orientations a social media platform (e.g. Facebook, Twitter, Instagram) supports. I am not sure about the third category since I don't have metrics about Purdue social media's extent of engagement. However, it is easy to share through direct message on platforms or by sending a link to a post. Purdue has been very active on their social medias lately, likely capitalizing on the fact that more people are at home consuming content. In regards to offline engagement, many prospective students are staying with their families, and they could be engaging with those around them about Purdue's positive issue management during this tumultuous time. In short, even thought Purdue is not conducting a traditional campaign, they are utilizing their social media to bring attention to how they are managing the issue of the coronavirus, and they are tapping into Allagui and Breslow's criteria of effective public relations campaigns along the way.
References
Purdue University [@lifeatpurdue]. n.d. Profile [Instagram profile]. Retrieved April 23, from https://www.instagram.com/lifeatpurdue/?hl=en
A recent example that has been at the forefront of my mind is how Purdue has been using their social media to bring attention to the issue of potential students choosing Purdue in the midst of this pandemic. There is a lot of uncertainty about whether attending college is a good idea right now; for example, will incoming students get the full value of education if classes have to be conducted remotely? Why should students choose Purdue over other universities? These are things that Purdue knows are on the minds of high school seniors and their parents now, as spring is the time that college decisions are finalized. Additionally, this issue of college decisions is a muddy one because it is intertwined with the issue of the coronavirus. Purdue is doing what they can to bring attention to the benefits of committing to be a boilermaker.
Although Purdue is not using their social media to launch a campaign, I have noticed motifs they have tapped into since the university moved to online classes. Examples of this are overlaying the words "RESILIENT" AND "TRANSFORMING" over photos of students and faculty doing research. They tie this into the fact that some Purdue researchers are at work to combat the coronavirus, and also the fact that you, yes you, could be doing the same transformative work solving global problems if you choose Purdue. If you look at Purdue's instagram, they have utilized Alluagui & Breslow (2016) criteria of digital storytelling, whether that is telling the stories of faculty working to analyze and combat coronavirus, or stories of future incoming students accepting their admission decision to Purdue. All of Purdue's media is compatible with mobile screens, regarding the second category; their social media team absolutely knows how to fit the content regardless of what orientations a social media platform (e.g. Facebook, Twitter, Instagram) supports. I am not sure about the third category since I don't have metrics about Purdue social media's extent of engagement. However, it is easy to share through direct message on platforms or by sending a link to a post. Purdue has been very active on their social medias lately, likely capitalizing on the fact that more people are at home consuming content. In regards to offline engagement, many prospective students are staying with their families, and they could be engaging with those around them about Purdue's positive issue management during this tumultuous time. In short, even thought Purdue is not conducting a traditional campaign, they are utilizing their social media to bring attention to how they are managing the issue of the coronavirus, and they are tapping into Allagui and Breslow's criteria of effective public relations campaigns along the way.
References
Allagui, I., & Breslow, H. (2016). Social media for public relations: Lessons from four effective
cases. Public Relations Review, 42, 20-30. doi: 10.1016/j.pubrev.2015.12.001
Purdue University [@lifeatpurdue]. n.d. Profile [Instagram profile]. Retrieved April 23, from https://www.instagram.com/lifeatpurdue/?hl=en
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