Semester recap: What I learned in CAP 105

After a long and hard fought battle with this past semester, everything seems to be falling into place nicely. Between all the tests, papers, and projects, I have come a long way from where I started out this semester and have learned a lot. Most importantly, I enjoyed everything that I have learned and done not just in my CAP 105 class, but in all of my classes. Despite all the enjoyment I have had and learning that I have done, though, I am writing to reflect only on the things that I have learned from CAP 105; fortunately, there is plenty to report on.

From creating my very first blog, to conducting a sprint with some of my classmates, to working with Adobe apps like Photoshop, InDesign, and PremierePro, I have enjoyed everything that I participated in over the course of this semester.

Starting with this blog, I have enjoyed taking the time to jot down some of my thoughts on many interesting topics. Although some posts have had more of a specific focus than others, I have still enjoyed looking further into the important aspects of my career path and reflecting on my findings. Doing this has not only been eye opening, but has also taught me how I am fully capable of educating myself at times, and how much power I have over my knowledge. Taking the time to do research that is not only interesting but also plays in integral role in my future is empowering. Although this semester is coming to an end, that doesn’t mean I will lose the ability to further my education.

When working with classmates in a sprint, I have found that I can work very effectively with others, especially when I am placed in a role where I feel more comfortable. In my group, I was a co-leader with one of my classmates, as we worked together on leading our group to success. Although our group did not win the challenge, we still put up a good fight, and created a product worth being proud of.

As a co-leader, I found myself to be very comfortable leading my team in the right direction. Coming up with a blueprint or an outline of what we wanted our final product to look like was exciting and again, empowering. I enjoyed working with my team to create a product that we all believed in, and especially under my guidance. It helped too that my workplace-1245776_640teammates were so engaging in the process and worked well with my ideas; everything seemed to fall into place under my supervision.

Because this was a learning experience and I had never participated in such an activity, I am not ashamed of falling short of first place, although it would have been nice. As a learning experience, I found that I have a natural ability to talk with others rather than to others in an efficient and effective manner that bodes well in a team environment, especially under such time constraints. I am hoping to find myself in a similar role in the future.

Finally, working with some of the apps in the Adobe Suite, I found it to be refreshing, exciting, frustrating, and entertaining. Because I had used some of Adobe’s apps in the past, I had a somewhat smooth transition back into the creative world. I may have needed a slight refresher, but for the most part, I found myself using each app effectively.

In terms of my excitement and frustration, I came to enjoy using each application and was excited to get back into class and either try something new with it or build on what I had already been working on. I was proud of everything that I completed, but know that I could have done more with more time.

My frustrations came when something failed to go the way that I had hoped. Although I had a rather smooth transition back into the Adobe world, not everything came easily. I found myself struggling with a few minor things over the course of use app’s use, but always found a way to come around and make things come together the way I had hoped. That was what I found to be most entertaining: the struggles that I was able to persevere through.

Overall, I believe that CAP 105 helped me grow as a future advertising and public relations employee, and I am excited to expand on what I have learned here and eventually apply it to the real world and my career.

Matt Henkel | GVSU | 10 April 2017

Content with a purpose

Scott Kronick of PR Week made an important and wonderful point when he wrote that,

“…content with a purpose is about creating a portfolio of content across platforms and media that drives a business and reputational goal. If it doesn’t drive those hard goals, it’s just vanity publishing.”

Although he wrote this back in 2014, I believe that this remains true today. Nothing aggravates an audience more than hearing things that are just said to be said. A brand, a company, or an individual with a PR team should focus not so much on attention, but purpose.

I would be lying if I said it was always a bad thing to receive attention; in some cases, a business make receive attention that makes you more money than you could have ever imagined, but that doesn’t come with talent, but rather luck.

In my opinion, the best way to drive home an important point and make your message known is by having content with a purpose that is driven by a hard or set goal, similar to what Kronick said in his piece. I believe that creating a message, visual or text, must focus more on creating a positive outlook to bolster your reputation rather than hoping for random attention.

Leaving politics out of it, a modern example of poor public relations efforts would be with current US President Donald Trump. Again not picking sides, most people are aware of Trump’s constant use of Twitter, and what sort of backlash he receives for the things he posts. As the President of the United States, Trump is more than welcome to utilize Twitter and post as he pleases, however it would be a smart move by his PR team to review pending tweets of his, and decide from there whether or not it would be beneficial to him to say what he had planned.

Keeping these ideas in mind, it is important to also make note of when a PR team does a good job.

When Snickers ran their live advertisement during the Super Bowl this past February, they received a lot of negative feedback on it, but also a lot of attention. Although it is likely that the disgust with the advertisement did not turn away any consumers of Snickers, it did give reason for Snickers to make some sort of apology or acknowledgement of their failed ad.

Playing on the initial ad, Snickers had Adam Driver, the lead role of the first ad, stand in front of the camera and deliver an apology for the events that had occurred earlier. To further acknowledge their failures, they made light of the situation by having a worker in the back of the screen putting out the fires created before, which in turn constantly cut off Driver’s apology. These interruptions eventually irritated Driver to the point that he had to leave the screen and end the commercial.

Although it was clear that this second advertisement was more scripted than the original ad, it was still pleasing to see Snickers acknowledge what had gone wrong in their live ad.

A public relations team’s most important goal should be to create a more positive perception of whoever they are supporting, and focus on creating a purpose for reaching out to the public, just as Snickers did in their apology advertisement.

Matt Henkel | GVSU | 23 March 2017