As I start my journey to mastery, I have set my monthly goals on what I hope to achieve.

1. MY JOURNEYTO MASTERY
Public Relations Masters of Arts
Breana Skiles

2. MASTERY: PERSONAL
DEVELOPMENT & LEADERSHIP
• Explore my life’s task
• Explore the concept of
mastery
• Learn graduate level academic
tools and methodologies
• Vitasource - Greene, R.
(2012). Mastery. NewYork:
Viking.
• Safaribooksonline - How to
make a difference make it
happen and fulfill your
potential

3. PUBLIC RELATIONS IN A
DIGITAL WORLD
•Learn foundations of how PR
is used in the digital world
•Learn how the PR role is used
across various departments in
different organizations.
• Learn fundamentals on how
PR communication is planned
and disseminated
•lynda.com - Public Relations
Fundamentals

4. WRITING FOR INTERACTIVE
MEDIA
•Master writing interactive and
narrative stories.
•Learn how to write in the
appropriate voice depending
on the media delivery system
•Engage audiences even with
complex information.
•lynda.com - Introduction to
Content Marketing

5. LEGAL ASPECTS OF MEDIA
• Learn how to determine if the
laws for traditional media
apply to the Internet.
• Discuss various laws and how
they work with current and
future technologies.
• Deep dive into first
amendment rights
• Additional Resource - Blogging
and Journalism: Extending
Shield Law Protection to New
Media Forms

6. INNOVATIVE PUBLIC RELATIONS
TOOLS AND RESOURCES
•Learn how to determine which
current type of media content
outlet would best suite the type of
communication problem trying to
be solved.
•Learn the unique characteristics of
each social media technologies.
•Examine the kinds of tactical and
strategic problems each method
can address in pr.
•Resource - CSR Communication
Strategies forTwitter Micro-blogging
as a tool for Public Relations

7. SOCIAL MEDIA METRICS AND
ROI
•This course will cover the ways
to quantify the return on
investment of public relation
campaigns.
•Learn how to track, report and
analyze various metrics
•Understand of both traditional
and contemporary metrics and
reporting tools for analyzing data
•Skill/Outcome -
•lynda.com - Five Ways to track
your social media efforts

8. MARKET AND CONSUMER
RESEARCH ANALYSIS
• DetermineTarget Audience
• Capture demographic data
• How to use tools for focus
groups
• lynda.com - Market
Research Fundamentals

9. MEDIA RELATIONS
•Learn how to interact with the
media
•Learn the differences of
interactions with journalists in
the traditional and digital
media.
•Learn when to use subject
matter experts to represent
the client.
•lynda.com - MediaTraining

10. EVENTS MARKETING AND
PRODUCTION
•Learn how to affectively publicize
and organize events that will
generate buzz and the different ways
to do this through the digital world.
• Explore the role of public and
digital events that support PR
efforts
• Learn how to generate awareness
for clients and/or company
•Safaribooksonline - Event marketing:
How to successfully promote events,
festivals, conventions, and expositions
(2nd ed.)

11. REPUTATION MANAGEMENT
STRATEGIES
•Learn how to monitor reputation
through monitoring and reporting.
•Learn how to respond to
inaccurate and misinformation.
•Learn how to report social metrics
and web analytics – translating this
information into effective planning
and decision-making
•lynda.com - Building internal
employee champions and
reputation management
•Safaribooksonline - Marketing,
Brand and Reputation

12. THE ONLINE MEDIA ROOM
•Learn how to develop, integrate and
manage digital media
•Learn the best practices of
managing online media assets.
•Examine how to develop, integrate,
and manage online media assets
within the organization’s webpage to
support both external and internal
public relations messages.
•lynda.com - Adobe Digital Publishing
Suite EssentialTraining
•A practical introduction to new and
digital media your guide to savvy use
of the Web.

13. PUBLIC RELATIONS FINAL
PROJECT ANDTHESIS
•Develop the capstone project
that will require us to create a
detailed public relations plan,
•Build a website with media assets
•Final thesis, which presents an
examination of the plan and an
analysis of key topics.
•lynda.com - Developing a thesis
statement
•safaribooksonline - Writing the
successful thesis and dissertation:
Entering the conversation

14. INDUSTRY LEADERS
Jessica Adelman
SeniorVice President and Head,
Corporate Affairs North America at Syngenta
@jeadelma
Robert Phillips
robert.phillips@jerichochambers.com
Gini Dietrich
Chief Executive Officer at Arment Dietrich, Inc.
gdietrich@armentdietrich.com
Andre Manning
Global Head of PR and PA at Booking.com
andremanning67
Bonnie Ulman
M Booth
Chief Insights & Planning Officer
bonnieu@mbooth.com
Chuck Porter
Partner and Chairman CP&B
pr@cpbgroup.com

15. CLUBS & ORGANIZATIONS
• Local industry meet-ups
through Linkedin
• PRSSA research local
chapter startup
• Start a FPRA chapter

16. INNOVATIVE COMPANIES
&
HEROS
• Expand upon my PLN by
following innovative
companies and heroes.
• The Holmes Report
• Linda KaplanThaler
• Mashable
• M BOOTH

17. FULL SAIL UNIVERSITY
COMMUNITY
• GPS Events
• Attend a graduation
• Attend treehouse events
• participate in more than just one
discussion a month
• Connect with my instructors
• See if any of my classmates are
in Central Florida and meet up.
• Connect with people on the
advisory board for PRMA
• Participate in SPARK projects
• Attend Live2Lead 2015
• Attend Hall of Fame 2016

18. MENTORS
• Willing to give constructive real time
feedback
• Emotional connection
• Experience in Public Relations and
communications
• Will allow me to develop my own
style but instill the needed core values
• Someone who matches my own
values

19. TIMELINE
Link to the prezi

20. Resources
Clark, I. (2007).Writing the successful thesis and dissertation: Entering the conversation. Upper Saddle River, NJ: Prentice
Hall.
Cohen, J., & Kenny,T. (2015).A practical introduction to new and digital media your guide to savvy use of the Web.
Burlington, MA: Focal Press.
CSR Communication Strategies forTwitter Micro-blogging as a tool for Public
Relations. (2011). Conference Papers -- International Communication Association, 1-42.
Docter, S. (2010). Blogging and Journalism: Extending Shield Law Protection to
New Media Forms. Journal Of Broadcasting & Electronic Media, 54(4), 588-602. doi:10.1080/08838151.2010.519809
Drake,T. (2012). How to make a difference make it happen and fulfill your potential. Singapore: Marshall Cavendish
Business.
Full Sail University Catalog. (2015). Retrieved August 31, 2015.
Greene, R. (2012). Mastery. NewYork:Viking.
Preston, C. (2012). Event marketing: How to successfully promote events, festivals, conventions, and expositions (2nd ed.).
Hoboken, NJ: John Wiley & Sons.
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