Crisis Communication Case Study: Tesco/Horse Meat

Here’s an excellent PowerPoint on the recent PR crisis involving Tesco sale of products containing horse meat. Please review the PPT and the articles listed below and be prepared to discuss next week as we move into the final 2 weeks of class.

Background and related stories:

PR Student Summit

The most helpful session at the PR Student Summit on February 12 was given by Scott Thornburg, Ike Pigott and Julie Senter on the topic of social media. Though the session didn’t cover much material I didn’t already know, it did reinforce principles that I have learned through my PR and social media classes at Samford.

The 5 basic tips about social media they gave were:

  • The basics of PR still apply. Research, planning, implementation and evaluation.
  • It’s not about you. Be open to new social media outlets even if they don’t interest you, they could interest your audience.
  • Understand the why.
  • Test and track.
  • Always be learning. Platforms will change so stay on top of the best practices and pay attention to industry trends.

Another helpful session, led by Brandon Wilson, was about resumé do’s and don’ts:

  • DO use all your resumé real estate wisely.
  • DO be active on paper.
  • DO focus on impact, not just experience.
  • DON’T use overly clever email addresses.
  • DON’T include references.
  • DON’T lie or overstate accomplishments.

Overall the Summit was a great review of the basics of PR I have learned while at Samford.

PRSA Student Summit

At the PRSA Student Summit on February 7, 2013, PR professionals spoke to college students about currents topics affecting the PR world. Content marketing, social media, SEO, writing a resume, and communication in today’s world were some of the topics that were covered.

One of the most interesting speakers of the ay was Ike Pigott, who is the Corporation Communications Director at Alabama Power. He brought up interesting points about the ways to gain the most knowledge from social media networks. He said, “Cultivate the network that makes you smarter,” which means use the social networks that you are involved in to make you more educated and informed about the world around you. One of the main reasons I have my social networking pages is to communicate with friends and see what is happening in their lives, not necessarily to find out new information. He made me realize how important it is to use my resources to the best of my ability in order to gain knowledge.

During the summit, there was a session about what is important to have in a resume and some things that can be left out. Everyone agreed that qualifications were a big part of a resume because it lets the employer know your skills. Also, job experience is something that is important to have on an application because it let’s the employer know that you have had some real world experience. This was an informative and helpful day, especially for Spring graduates.

PRSA Student Summit Takeaways

As a class, we got to attend the PRSA Student Summit on Tuesday, February 12th. The speakers were very knowledgeable in their fields, and it really helped to hear some different perspectives from the PR field.

When we had the resume review, I felt that our class was very prepared and that our resumes stood out from a lot of the other students there. The professionals who looked over the resumes were very helpful and gave some great suggestions for what changes could be made to improve the resumes. It was also enlightening to get to talk to other PR students from different schools who had different experiences and classes than we do at Samford.

Attending this conference made me feel as though our class is prepared to enter the working world. I felt like I knew almost everything that the speakers talked about and during the forums, I felt like I could answer most of the questions that the other students asked. Overall, it was a fun and inspiring conference for our class and it was motivating for the time after graduation.Image