Quotes Corner

August 12, 2015













Social Media: How to Remain Professional but Still “Be You”

By: Toni-Ann Burke
Quotes Board Member

Social media is a complex and widespread phenomenon. In my generation, we have seen social media grow drastically from choosing who would be on your “top 8” on MySpace to sending 10-second videos on SnapChat. With social media on the rise, more and more of our personal information is becoming readily available to our family and friends, but we seem to forget that out potential employers also have access to these public entities. There are fool-proof ways to still express yourself on social media while maintaining professionalism.

  1. Social media is NOT your diary! – We are all guilty of “over-sharing” our personal information on the web without thinking twice, but maybe thinking twice is exactly what’s best! I completely understand that you want everyone to know that you went to TGI Fridays for happy hour to celebrate the end of finals but there are ways to display that tastefully. Instead of showing three empty margarita glasses (assuming you are over 21 and drinking is a legal activity), maybe take a picture of the food you had or take a selfie with your server. You can still have fun with your posts!
  1. Add variety. – Just because it is called “social” media doesn’t limit you to only posting about social endeavors. Remember, your page should be all about you! Go ahead and brag a little! Did you recently get accepted into the nursing program at UCF? Did you pass your dreadful final exam? Are you now on the executive board of an organization? Let people know! Doing so not only adds the professionalism to your whole online presence but it shows everyone that you actually are more than a selfie-taking millennial. Not to mention, employers will appreciate the effort.
  1. Be cautious as to what you are liking, sharing and commenting on. – Social networks like Facebook and Instagram both notify the public on your activity. Many times other people can view pictures you have liked without you even knowing. Although you may not be posting malicious or inappropriate content yourself, clicking “like” associates you with that post. So just be careful and remember people are always watching.

As a young professional, I have learned that the internet has a way of making the world seem a lot smaller than it actually is and social media is an excellent and convenient way of connecting with loved ones, publicly. As Director of Communication of Quotes, the PR Club at UCF for the fall semester, it is my goal to post relevant news and trending topics that can impact students’ online presence positively. I will encourage them to tweet, snap, and Instagram their hearts out, along with reminding them that first impressions are everything.

Member PRofile: Katarina Dos Santos

July 3, 2014

Katarina Dos Santos

What is your title and company name?
Public Relations Associate
Orange County Government

Give a brief explanation of your job.
As part of Orange County’s Communications team, I am responsible for monitoring and managing the Orange County social media pages. I support the team with editorial efforts, including writing news stories, news releases and monthly newsletters. Additionally, I assist in bilingual outreach and any other special projects or events that require PR collateral.

How long have you been a part of FPRA? Why did you join?
I have been involved with FPRA going on three years now, two as a student member through Quotes and this year as a professional. I joined Quotes in college because, as a PR major, I wanted to get involved with an organization that would provide me with the tools to network with local professionals and learn about the industry I was studying. I then went on to be the president of Quotes where I was able to take further advantage of the benefits and opportunities FPRA offered.

What was your favorite FPRA event?
My favorite FPRA event is Image Awards. I have had the opportunity to work on Image Award submissions in my last two internships, so I really understand the value and the importance of them. Then to be able to share my work with my peers and learn about all the wonderful campaigns they have also created at the award ceremony is truly a wonderful experience.

Tell us about an exciting achievement (personal or professional).
In December, I graduated with my bachelor’s degree in Advertising/Public Relations from UCF, in less than four years. During my time at UCF I held multiple student leadership positions, while managing fives internships as a full-time student. I am very proud of my accomplishments, both academically and professionally, and look forward to applying that same work ethic in my career as a new PR practitioner.

Tell us something people may not know about you.
People may not know that I have a duck phobia. The swans at Lake Eola give me major anxiety!

Contact info:

Chapter Rewind: Mission-Driven Marketing

April 3, 2014


By: Kerry Martin, APR

Not every company has a mission as community-focused and inherently beneficial as that of East End Market, the neighborhood market and food hub in Orlando’s Audubon Park Garden District.  But thanks to Heather Grove, East End’s community manager and speaker at last month’s FPRA breakfast program, you can take some of East End’s mission-driven marketing strategies and apply them to your communication efforts.  Here are some top takeaways:

  • Positioning:  What attributes of your company’s mission align you with some like-minded organizations and push you away from other competitors?  East End’s family of community organizations are united for one goal, and though they don’t outright compare themselves to other companies in the industry, their own vision sets them apart.
  • Internal PR:  How can your employees/members become your strongest advocates for your mission?  At East End, there is a monthly internal customer service award to support their mission-driven strategy.
  • Positivity:  What would your communication look like if all of your messaging was positive?  There is a lot of negativity that East End could describe in its content and marketing from pesticides to pollution to hunger, but all of their communication efforts instead focus on the positive side of farming and food culture.
  • Engagement:  How can you better engage your audiences through social media?  East End asks its fans and followers to join their movement through hosting events (both live and virtual) that educate and entertain.  When they find people who want to be a part of the mission, they empower them to be evangelists for the cause.

East End Market is a wonderful new asset for both our local food and farming community as well as our PR and event planning community—did you know that the facility serves as a wonderful venue site for a variety of occasions for up to 200 people?  Learn more at http://www.eastendmkt.com.

5 Tips for Creating Effective Social Media Ads

November 8, 2013


By: Rosalinda Torres
Account Manager at CCH Marketing + Public Relations

Social media marketing is no longer a free marketing tool. As many social media marketing professionals know, it is now a ‘pay-to-play’ medium of sorts as more networks begin to rely on advertising dollars as a main stream of revenue.  Facebook and Twitter recently launched more advertising tools, Pinterest has begun to test promoted pins and recently Instagram launched its first promoted post.  And so begins the shift to paid media.

Online networks have become saturated with business profiles, all vying for the attention of their targeted audiences. Facebook alone has recently reported that over 15 million businesses, companies, and organizations have Facebook pages.  This saturation has made advertising critical to success in social media marketing. So how do you get the most of those social media ad dollars?

  1. Plan it out. A plan is the best tool in your arsenal when considering advertising on social media. Sites like Twitter and Facebook only charge for paid engagement within an allotted budget during the date of your choice. This makes it easy to plan out when to make a marketing push and how you would like to space out your budget. If you plan on using social media advertising more often, set up a calendar that dictates what you will be posting, when you plan to post, and how much you would like to set aside for each post.
  2. Promote your best content. Is your content share-worthy? Does it do something for the reader? If your answer is yes, it is more likely to make for an effective social media ad.  Given how most social networks structure their advertising, an ad is often bolstered by organic engagement. The more followers that share or engage with your post, the more likely their friends will also gain interest, and so forth. Once a post reaches increased engagement, it also gets pushed more organically.
  3. Keep it visual. Newer platforms like Pinterest, Instragram and Vine are extremely successful for one main reason—they share strictly visual content. Facebook and Twitter have taken notice, making visual content stand out  on their platforms. Whether you’re using professional photography, purchasing stock imagery or snapping a photo with your smartphone, visual content should be the foundation of your post. 
  4. Keep the copy to a minimum. When it comes to social media advertising, less is more. Social media users don’t want to be bombarded with advertising when scrolling their feeds, so the less advertorial, the better. This also ensures that your post is more likely to be shared by users, increasing the organic engagement. Facebook and Instagram have taken their own measures to ensure that ads are less advertorial by minimizing the amount of copy that is allowed in their ads.
  5. Make it interactive. Sharing a statement and an image isn’t enough to produce engagement. Users are most likely to interact with content if they have the opportunity to do something with it. Providing a vehicle for more content like a link to a blog post or contest will increase engagement, further stretching your ad dollars. Studies show that tweets with links or other supplemental content often garner the most engagement.

There is no doubt that social media marketing will continue to evolve, but these five tips can serve as a foundation for navigating the relatively new world of social media advertising.

Top 5 Takeaways from FPRA’s 75th Annual Conference

August 12, 2013

By: Lauren Hyer, APR

As an FPRA member, you’ve already committed to enhancing your career in the public relations profession.

One of the great benefits our association offers is professional development programming. If you’re not already taking advantage of these outstanding opportunities, I strongly encourage you to join us for an upcoming event. By doing so, you not only improve your professional development, but you also build and strengthen relationships with other public relations professionals in Central Florida.

In addition to its unmatched monthly chapter events, FPRA hosts a statewide annual conference, which includes a lineup of first-class speakers, networking events and prestigious awards recognizing outstanding members and stellar public relations programs. I was thrilled to have the opportunity to attend this year’s 75th Annual FPRA Conference in beautiful St. Petersburg, Florida. It was an exciting four-day celebration of our association’s rich past, strong present and bright future.

After five breakout sessions and seven general sessions, here are my top five takeaways from conference.

  1. Everyone watches videos. If you’re not already, make video production a key element in your next integrated marketing campaign. Aside from creating compelling content, remember to keep the video short – research shows that audience appetite for video is about one minute and 20 seconds.
  2. When developing messaging, keep your audience’s generation in mind. Each generation has unique core values that guide their consumer, career and lifestyle decisions. For example, Baby Boomers (ages 49 to 67) still have a “keeping up with the Joneses” mentality. If you want to motivate this generation to donate to your cause, tell them their neighbors are giving. Conversely, to stimulate the more traditional Civics (68+), tell them their donation today will make a difference for tomorrow’s generation.
  3. Embrace your inner storyteller. And do it fast … you only have about eight seconds to grab your reader’s attention. “Storying” is so much more impactful than using jargon or spouting off various facts and figures to your readers. Instead, captivate your audience by leading with the most non-traditional, unique part of the story. Additionally, use powerful language and paint a vivid picture to engage your readers and help them visualize your story.
  4. Break your own bad news. Set the tone and define the crisis to the media. By doing so, you can help steer the direction of coverage. Additionally, always keep the media fed with information. Send updates to print, TV and online reporters, as well as bloggers. If you don’t, someone else will.
  5. Powerful communication campaigns emerge from strategic integration. For results that resonate best with your audience, strategically leverage your platforms (Facebook, Twitter, website, micro site, etc.) and blend unified messaging across all channels. It takes an average of three to five times for a person to remember a message, so make every impression count!

Weren’t able to attend this year’s event? For more coverage, read our conference blog, or take advantage of the virtual conference, where you can learn valuable lessons from 12 highly sought after speakers.

Save the date! FPRA’s 76th Annual Conference will be held August 10-13, 2014 at the Wyndham Grand Orlando Resort Bonnet Creek. I hope to see you there!