This document provides a 12-month timeline and mastery journey for Eugenia F Wigington's Full Sail University Master's in Public Relations program. The timeline outlines goals, strategies, and courses for each month, with a focus on gaining industry knowledge and skills in areas like digital marketing, social media, media relations, and events marketing. It also lists recommended resources like books, articles, videos, and industry leaders to follow to help achieve the monthly goals. The overall aim is for Eugenia to emerge from the program with the capacity and opportunity to be an outstanding leader in the public relations field.
2. My path in the Full Sail University Master’s in Public Relations program will be
guided by the innovative courses and my desire to absorb the knowledge that
will help me set my path. Inspired by industry leaders who have been
exemplary examples in the field, I will enter the industry willing and able to
elevate any position and fully represent an organization’s or company’s
message. The industry knowledege that I gain in the next eleven months will
increase my skills and confidence. I intend to emerge from the program with
the capacity and opportunity to be an outstanding leader.
-Eugenia Wigington
3. MDL510
Mastery:PersonalDevelopmentandLeadership
Month 1
Goal: To learn how to properly research and gather
valuable resources to write effective professional papers.
Gain insight on what is expected of an outstanding leader in
the field of public relations.
Strategies:
§ Read the assigned book Mastery by Robert Greene to
further understand my individual path to mastery.
§ Follow and read about Industry leaders and
companies on professional sites such as prsa.org.
§ View online video training on writing at Lynda.com,
“Writing Research Papers” with Judy Steiner-Williams.
4. PBR 510
PublicRelationsinaDigitalWorld
Month 2
Goal: Learn how to expertly navigate the digital
world in order to further promote and support the
brand and mission of the organization I will work with
in the future.
Strategies:
§ Read articles from online magazine, PRWeek.com.
§ View online video training on writing at Lynda.com,
“Social Media for Non Profits” with Olivia Uribe-Mutal.
§ Set up meeting with a local PR professional, Kate Fodera
at Push 22 to interview and shadow her process.
DIGITAL
MARKETING
5. NMJ520
Writingfor InteractiveMedia
Month 3
Goal: Explore the technical and holistic practice of
interactive media writing. Challenge myself to be a
more effective and compelling storyteller.
Strategies:
§ Read FSU library resource article, 8 Common
Copywriting Challenges by Robert W. Bly.
§ View online video training at Lynda.com on “How to
Use the Appropriate Type of Marketing Copywriting”
with Ian Lurie.
§ Write and publish an article on LinkedIn. View
Lynda.com training video, Writing to be Heard on
LinkedIn with Daniel Roth.
A
SHARE
Z>
<
S
W
Q
lock
6. NMJ642
LegalAspectsofMedia
Month 4
Goal: Learn all the legal complications that can arise
with media relations. Through current events and trends, I
will gain insight that will help my client maintain brand.
Strategies:
§ Read FSU library resource article, Be Tweet Life and
Death: Utilizing Social Media While Avoiding
Malpractice by Bonie Montalvo Navarrete.
§ Read Top 10 Legal Issues in Social Media pdf on
nealmcdevitt.com.
§ Take notes on the FSU library resource article, Five
Ways to Keep Social Media from Being a Legal
Headache by Bradley Shear.
7. PBR 540
InnovativePublicRelationsToolsandResources
Month 5
Goal: Investigate the role HTML and RSS play in the
development of a public relation campaign. Elevate my skills
in social media platforms including Facebook and Twitter.
Strategies:
§ View Lynda.com training video, “Social Media Marketing
with Facebook and Twitter” with Brad Batesole.
§ Create a professional public relations Facebook page
and increase my presence on Twitter by posting at least
two tweets every other day.
§ Attend a Girl Develop It Detroit, ”How to Build a Website:
HTML & CSS for Beginners” (2-Day Workshop).
8. PBR 550
SocialMediaMetricsandROI
Month 6
Goal: Gain working knowledge and understanding of
ROI and Social Media Metrics in order to monitor and
gauge effectiveness of an organization’s web presence.
Strategies:
§ Read FSU library resource article, Web Indicators for
Research Evaluation. Part 2: Social Media Metrics by
Mike Thelwall and Kayvan Kousha.
§ View Lynda.com video, “Use Site Metrics Reports,
Adobe Reports, and Analytics” with David Booth.
§ Attend a Girl Develop It Detroit, ”Intro to Search Engine
Optimization” workshop.
SEO
9. PBR 560
MarketandConsumerResearchAnalysis
Month 7
Goal: Learn how to effectively research various public
relations and marketing resources in order to identify a
niche market and attract target audience.
Strategies:
§ Read FSU library resource article, Warning system for
online market research-identifying critical situations
in online opinion formation by Carolin Schlick.
§ View Lynda.com training video, “Implementing an
Online Marketing Campaign” with Brad Batesole.
§ Read online article on Marketingdonut.co.uk, Finding
Your Audience on Social Media by Gemma Went.
MARKETING STRATEGY
10. PBR 610
MediaRelations
Month 8
Goal: Learn how to effectively be an advocate for
the organization that I may be representing to the
media, supporters and non supporters.
Strategies:
§ View online video training on writing at Lynda.com,
Media Training with Dierdre Breakenridge.
§ Interview Megan Mair Crosslin, Marketing and Events
Director for Gilda’s Club Metro Detroit on her media
relation experience.
§ Read Your media relations should have a strategic
purpose by Kim Harrison on Cuttingedgepr.com.
11. PBR 620
EventsMarketingandProduction
Month 9
Goal: Learn how to garner excitement and support for an
organization or a cause through engagement and
participation from the community. Explore various digital and
public approaches to public relations campaigns.
Strategies:
§ Attend networking events including Drinks X Design.
§ View video training on Lynda.com, Writing Press
Releases with Lorrie Thomas Ross.
§ Contact Artist on the Boulevard and/or The Pontiac
Art Center about developing and producing an art
education event.
12. PBR 650
ReputationManagementStrategies
Month 10
Goal: Learn strategies to deal with misrepresentation
and misleading information that may threaten to damage
the reputation of a company or organization.
Strategies:
§ Read FSU library resource, Public relations in the
small business environment: Creating identity and
building reputation by Nell Huang-Horowitz.
§ View online video training on writing at Lynda.com,
“Creating Your Personal Brand” with Lida Citroën.
§ Read 5 Efficient Reputation Management
Strategies by Mike Zammuto on Prdaily.com.
13. PBR 640
TheOnlineMediaRoom
Month 11
Goal: Develop skills to help me create effective and
compelling content in order to strengthen an organization’s
online message using Facebook and twitter.
Strategies:
§ Read article, Strategic content management by
Jonathan Kahn on Alistapart.com.
§ View Lynda.com training video, How to Rock Social
Media with Guy Kawasaki.
§ Take online course, Copywriting secrets- How to write
copy that sells ($29) with Len Smith and Sean Kaye.
14. PBR 699
ThePublicRelationsFinalProjectandThesis
Month 12
Goal: Develop a final project that will be an accumulation
and reflection of what I learned in the previous eleven
months. Create and present a professional website that will
display my skill and knowledge
Strategies:
§ Read FSU library resource article, Writing Your
Winning Thesis by J. Lajom and C. Magno.
§ Apply for positions for Development and Community
Relations specialist (Oakland County government,
local non profits, educational institutions.
§ Volunteer at annual holiday event for Grace Centers
of Hope, a local non profit.
Designedbyfreepik.com
15. Laysha
Ward
Executive Vice President
and Chief Corporate Social
Responsibility Officer at Target
https://twitter.com/layshaward
“Real leadership and growth emerge from our
willingness to ask for help and give it. Authentic
human networks are built on a balance of
vulnerability and strength, trust and acceptance
of the idea that we'll all get better together.”
(612) 696.3400
Retrieved from www.leanin.org
Photo retrieved from www3.pictures.zimbio.com
Industry Leader
16. Leslie
Berland
Chief Marketing Officer
at Twitter
https://twitter.com/leslieberland
“At many companies, teams workingon
digital initiatives are broken apartand siloed.
This disconnectresults in a lotof different
people workinga lotof differentthings and it
prohibits the formation of one vision, one
approach, one strategy.”
Retrieved from www.femtechleaders.com
Photo from www.techcrunch.com
Industry Leader
17. Christopher
Graves
Global Chair at Ogilvy Public
Relations Worldwide
https://twitter.com/cgraves
“Lots of hard data will drive your audience away.
Appeal to emotions instead.”
Christopher.Graves@ogilvy.com
Retrieved from www.prnewsonline.com
Photo retrieved from www.dingmktg.com
Industry Leader
18. Brandee
Barker
Co-Founder and Partner, The
Pramana Collective
https://twitter.com/brandee
“If you have a photo of a dress that looks
different colors to people, create a meme-you
might break the Interwebs.”
Retrieved from www.yoadvice.com
Photo retreived from adweek.com
Industry Leader
19. Mathew
Harrington
Global Chief
Operating Officer
at Edelman
https://twitter.com/mj_harrington
“At Edelman, we believe strongly that in order for
our clients to achieve their business objectives
and connect with their target stakeholders, both
they and we have to do as Unilever did and
“show up differently. This means, among many
things, connecting in genuine and authentic
ways with employees, customers and all types of
people. It is not about being a slave to data, big
or small, but rather it’s about leveraging data to
guide, not dictate, a way forward.”
Retrieved from www.edelman.com
Photo retrieved from www.dingmktg.com
Industry Leader
20. Christine
Kirk
Founder and CEO
Social Muse Communications
https://twitter.com/LuxuryPRGal
“Forget content. In #PR, relationships are king.
Forge meaningful relationships with media,
clients, & influencers for results.”
christine@socialmuse.com
(323) 371-9004
Retrieved from www.yoadvice.com
Photo retrieved from prcloset.tumblr.com
Industry Leader
22. Digital Detroit
Michigan Nonprofit Association
American Marketing Association (Detroit)
Public Relations Society of America (PRSA)
Digital U
Women of Full Sail
Creative Writing Club
Creative Student Networking Group
Full Sail University
Clubs and Organizations
Professional Public Relations
Clubs and Organizations
ClubsandOrganizationstojoin
23. Knowledgeable in the industry.
Genuine human being
Empowering innovator.
Involved in thecommunity.
Positive outlook and influence.
Generous with his or her time and resources.
The right mentor can inspire
and motivate you with his or her
positive professional outlook
and demeanor. Her influence
may make all the difference.
Characteristics of a Mentor
24. TimelineGoals:Mypathtopurpose
January February
July
March
August
April
September October
May
November December
June
Begin
Leadership
Development
Navigate
Digital
Marketing
Become a
compelling
storyteller
Gain
media law
insight
Elevate
social
media skills
Gain
social media
metrics skills
Become effective
consumer market
researcher
Gain
media
relations skills
Learn
digital events
marketing
Learn
reputation
management
Create
effective web
content
Evolve from
knowledge to
practice
Learn
Practice Network
PresentTeach
evolve
25. Bengtsson, S. (2015). Digital distinctions: mechanismsof differencein digital mediause.
Frontiers In Pharmacology, 30-48.
Bly, R. W. (2009). 8 common copywriting challenges: Here's what todo when your client
and you are not on the samepage. Writer (Kalmbach Publishing Co.), 122(11), 38-
39
Designedby Freepik. Retrieved from <a href="http://www.freepik.com/free-photos-
vectors/computer">Computer vector designedby Freepik</a>
Fawkes, J. (2015). AJungian conscience: Self-awarenessfor public relations practice.
Public Relations Review, 41(5), 726-733. doi:10.1016/j.pubrev.2015.06.005
Greene, Robert. Mastery. Penguin Books, 11/2012. VitalBook file.
Huang-Horowitz, N. C. (2015). Public relations in thesmall business environment:
Creating identity andbuilding reputation. Public Relations Review, 41(3), 345-353.
doi:10.1016/j.pubrev.2014.10.018
MontalvoNavarrete, B. (2015). BeTweet LifeandDeath: Utilizing Social MediaWhile
Avoiding Legal Malpractice. FloridaBar Journal, 89(7), 52-55.
References
26. Lajom,J. A., & Magno,C. (2010).Writing your Winning Thesis.International Journal
Of Research & Review,428-36.
Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effectiveuseof marketing technology
in Eastern Europe: Web analytics, social media, customer analytics, digital
campaigns andmobileapplications. Journal Of Economics, Finance&
AdministrativeScience, 20(39), 118-132. doi:10.1016/j.jefas.2015.07.001
SHEAR, B. (2016). FiveWays toKeepSocial Media From Being a Legal Headache.
Education Digest, 81(5), 54-58.
Sources for Market Research Reports. (2004). Journal of Business & Finance
Librarianship, 9(2/3), 91-108. doi:10.1300/J109v09n02_04
Stampler, L. (2012, November 18). 25 Most Important PR PeopleBehind the Scenes of
Corporate America. Business Insider. Retrievedfrom
http://www.businessinsider.com/meet-the-25-most-important-people-in-pr-2012-
11?op=1
Thelwall, M., & Kousha, K. (2015). WEBINDICATORS FORRESEARCH EVALUATION. PART
2: SOCIAL MEDIAMETRICS. El Profesional DeLaInformación, 24(5), 607-620.
doi:10.3145/epi.2015.sep.09
References
