Focus on research: AdPR professor studies early adolescents' use of social and traditional media

Associate Professor Maria Len-Rios studies
adolescents' media use patterns

As part of a new initiative, the Advertising and Public Relations department will highlight research led by our own faculty and staff. In this article, Associate Professor Maria Len-Rios studies early adolescents' use of media.

Maria E. Len-Rios, Hilary E. Hughes, Laura McKee, Henry N. Young (2015). Early adolescents as publics: A national survey of teens with social media accounts, their media use preferences, parental mediation, and perceived Internet literacy. ScienceDirect.com.

How do you get through to a 13-year-old? That’s not a purely rhetorical question. In fact, a team from the University of Georgia’s Grady College of Journalism and Mass Communication recently conducted a national survey of early adolescents – recently published on ScienceDirect.com – to identify trends and patterns in their use of both social and traditional media.

The audience in question consists of sixth-, seventh- and eighth-graders, generally ages 11-13, both male and female – a population with some $75 billion in annual spending power and strong brand loyalty potential. In other words, a valuable commodity that public relations professionals should know how to reach. The study found that early adolescents spend more time watching television than any other medium, including social – implying that communicators shouldn’t give up on traditional media as a way of reaching young people.

Like their older brothers and sisters, early adolescents tend to multi-task with both social and traditional media, but are more likely to read (or watch) social media content than to create their own. This suggests that PR professionals may have more difficulty generating quality interactions with this audience, which might not yet be ready for a higher level of engagement. As they grow older – and their level of access to social media grows – early adolescents gradually increase their online use. Drivers may include greater access at school – eighth-graders are more likely to have access at school than sixth- and seventh-graders – and a gradual lifting of parental limits.

Parental limits, however, have their own limitations when it comes to influencing early adolescent behavior – suggesting that in some cases, children may be tweeting and Instagramming without their parents’ knowledge. At the same time, limits on social access may increase the use of traditional media by this age group.

To view the full article, click here.

Written by Tripp Cagle.

PRSSA members visit Atlanta agencies for annual tour

PRSSA members visited Edelman, Jackson Spalding
 and MSLGROUP as part of annual agency tour

On January 27, sixteen junior and senior UGA PRSSA members headed to Atlanta for the day to take part in our annual agency tour.  Led by PRSSA advisor, Kim Landrum, students visited Jackson Spalding, MSLGroup and Edelman to learn what the future of public relations looks like. 

Jackson Spalding
Hosts Christina Phillips and Rita Izaguirre welcomed students with a tour of the new Jackson Spalding office located at 1100 Peachtree Street NE in midtown. Students were able to engage with JS team members who handle digital strategy, design, photography and videography, content, account management, and human resources. 

MSLGroup
Grady grad, Kristen Heetland, welcomed students with real world case studies exploring client interaction and social reach. MSL team members also provided useful insight into their internship selection process, an Apprentice style experience geared towards finding the best talent.

Edelman
Hosts Tia Jackson, Lyschel Hicks and Grady grad, Alexandra Prather, welcomed students with a tour of of the Edelman office on Peachtree in Midtown. The 31st floor offered a spectacular view of Atlanta and set the stage for our visit. Students learned about Edelman’s six month internship program, the work culture and what they envision for the future of public relations. 

We are thankful to Jackson Spalding, MSLGroup and Edelman for their time, energy and continued dedication to our program.

Author: Kim Landrum 

Storify: Nick Yee discusses online gaming with Grady College

Intern spotlight: Kayla Morgan

Public relations major and AdPR intern Kayla Morgan

Kayla Morgan is a junior public relations major pursuing a minor in communication studies from Dallas, Georgia, and currently serves as a social media intern for the advertising and public relations department.

What are your goals for your career after UGA?

I plan on graduating in May of 2017, working as the marketing director at Athens Chick-fil-As for a couple of years, and then moving on to work in the public relations department at the Chick-fil-A home office in Atlanta.

Who has been an impactful teacher during your time within Grady College?

Kristen Smith was one of my favorite professors, she taught my Graphic Communications course. I don’t think any class will be able to top it. She’s an incredible professor who genuinely cares about her students and I learned so much in her class that will benefit me in my future career.

What is your dream job after graduation?

Chick-fil-A Corporate is my dream. It gives me chills to picture walking through the same halls that Truett Cathy began his legacy. I can’t wait to be there.

What has been your favorite experience or memory during your time as a student within Grady College?

Receiving my acceptance during October of my sophomore year was a feeling unlike any other. I felt so proud to be accepted into a college that has jump started the careers of so many incredible people.

Do you have a dream travel location?

I want to go to Venice, Italy. Pasta and beautiful landscapes is all that I could ever want.

Describe valuable lessons or skills that Grady College has helped develop for you.

Learning Photoshop and InDesign with Kristen Smith has been my favorite lesson so far. This knowledge has already been applicable to internships and jobs that I’ve had since taking her class.

Because of what I’ve learned through Grady, I’ve been able to reach new levels on social media platforms through my internship with my Chick-fil-As in Athens. When I started my internship, we only had 250 followers, and now we have nearly 3,000. I can credit this growth to what I’ve learned through Grady.

Do you have any fun facts about yourself that you’d like to share?

The movie “Radio” with Cuba Gooding Jr. is a true story about a man who participated in a football program at T.L. Hanna High School in Anderson, South Carolina. I attended this high school my freshman year before my family moved to Georgia. Radio is now 68 years old, but he’s incredibly sweet and fun to be around. He came to all of my volleyball games while I was at the school.

Where do you see yourself in 10 years?

In 10 years, I hope to have worked at the Chick-fil-A home office for a few years full time. I would love to do some freelance writing and planning for the company while I stay at home with my future children.

The Advertising and Public Relations department is proud to have students like Kayla on the AdPR team. Thank you for your hard work, Kayla!

Visiting scholars from the University of Amsterdam discuss advertising's effects on consumers

Dr. Sophie C. Boerman, assistant professor
of Persuasive Communication and postdoctoral
reseracher at the Amsterdam School of
Communication Research. 

The advertising and public relations department was pleased to welcome visiting scholars, Dr. Sophie C. Boerman and Eva A. van Reijmersdal, from the University of Amsterdam last week to discuss their research in the communication and advertising fields.

Grady College has been working with the communication program at the University of Amsterdam for several years to enhance collaborative research and educational opportunities.

Dr. Boerman’s lecture, “Consumer responses to new and embedded advertising formats,” focused on advertisers that are increasingly integrating their brands and products into media content that is traditionally not commercial. She presented several studies conducted with colleagues concerning brand placement in TV programs, sponsored Facebook posts, and promoted tweets. The studies examine consumers’ understanding of these advertising formats and their responses to it.

Dr. Boerman is an assistant professor of Persuasive Communication and postdoctoral researcher at the Amsterdam School of Communication Research (ASCoR) at the University of Amsterdam. Her research focuses on the persuasive effects of embedded and personalized advertising, and how informing consumers about advertising may influence the use of persuasion knowledge and its persuasive outcomes.

Her work has appeared in the Journal of Communication, Journal of Advertising, International Journal of Advertising, Journal of Advertising Research, and Psychology & Marketing, and has been recognized with awards from the International Communication Association (ICA), the European Advertising Academy, and the Dutch Foundation for Scientific Research on Commercial Communication (SWOCC). She is also member of the board of the European Advertising Academy.

Eva A. van Reijmersdal, assistant professor
of marketing communication at the
Amsterdam School of Communication
Research.

Reijmersdal discussed advertising’s integration in our world and the accompanying effects on younger audiences with her lecture, “Is this advertising? Toward a more transparent media environment for children.”

With the boundaries between advertising and entertaining content disappearing, resulting in embedded forms of advertising such as advergames, branded social network pages, sponsored tweets, and brand placements, Reijmersdal conducted several studies with colleagues on children’s understanding of various forms of embedded advertising and sponsored content.

Reijmersdal is an assistant professor of marketing communication in ASCoR, at the University of Amsterdam. Her research focuses on the effects of sponsored content in various media on children and adults.  

She has published over 50 book chapters and articles in renowned journals such as Journal of Interactive Marketing, International Journal of Advertising, Computers in Human Behavior, Communication Theory, and Communication Research. Her research received several awards from ICA, NCA and the European Advertising Academy. Eva is Associate Editor of International Journal of Advertising and Editorial Review Board member of Journal of Advertising and Journal of Marketing Communications.

Grady College announces its Spring 2016 recipients of CURO research assistantships

Five advertising and public relations students have been awarded
Spring 2016 CURO assistanships. 

Five students in the Grady College have been awarded Spring 2016 research assistantships from UGA’s Center for Undergraduate Research Opportunities (CURO).

The CURO Assistantship Program, now in its second year, provides one-semester, non-renewable $1,000 stipends to outstanding undergraduate students across campus to actively participate in faculty-mentored research. Three Grady College students were awarded assistantships for the fall semester.

The following Grady College students have received CURO assistantships for Spring 2016:

Bleak Chandler, a senior advertising major, is exploring the idea of how humans and computer A.I. would be able to form social relationships. Sun Joo (Grace) Ahn, assistant professor of advertising, is his faculty mentor.

Katherine McKeogh, a senior public relations major, is examining and analyzing the digital communication strategies used by ISIS, as well as the strategies used by the U.S. Department of State against it.  Her faculty mentor is Juan Meng, associate professor of public relations.

Kari Saunders, a senior majoring in public relations, is researching student housing the in the Athens community.  Working with Meng, she is studying reasons why students are attracted to and enjoy different types of living arrangements, with particular focus on the downtown area.

Emily Taylor, a senior public relations major, is studying sustainability initiatives on UGA’s campus, such as recycling, to see how people perceive the projects.  Meng is her faculty mentor.     

Taoli Zhang, a junior majoring in public relations, is exploring social media discourse about environmental pollution and possible regulatory solutions.  He is specifically focusing on air pollution and carbon dioxide emissions as topics of social media discussion and debate and how these issues are directly tied to the larger issue of global climate change. Zhang is under the guidance of Michael Cacciatore, assistant professor of public relations.

All student recipients of assistantships will present at the 2016 CURO Symposium, which will take place April 4-5 at The Classic Center.

Grady College students interested in applying for future CURO research assistantships can contact Alison Alexander, senior associate dean for academic affairs, at alison@uga.edu. For more details program, visit http://curo.uga.edu/CURO_Research_Assistantship.

Author: Stephanie Moreno, s.moreno@uga.edu 

Contact: Alison Alexander, alison@uga.edu

Darren Anglin Honored with Founders' Award

Earlier this semester, the UGA Black Faculty and Staff Organization held its 13 th annual Founders’ Award Scholarship Luncheon. Following a keynote address by Rev. Francys Johnson, state president of the Georgia NAACP, the Founders’ Award was presented to fourth year Ad student, Darren Anglin.

Anglin is the vice president of the Zeta Nu Chapter of Phi Beta Sigma Fraternity, the treasurer of the National Pan Hellenic Council, a mentor for the Black Educational Support Team and a C.L.A.S.S. Advocate for University Housing. He has impacted countless students, faculty and staff at the university during his four years at UGA, but he is most prideful of an accomplishment that is not printed on his resume.

“I am most proud of accepting and loving myself unconditionally,” says Anglin. “Once I learned to love myself, I found room to love others. Before I knew it, I was giving back to my community, mentoring black youth, and advocating for the equality of disadvantaged groups. I think that's what has made me so successful.”

Darren Anglin was presented the Founders’ Award this year for his intangible impact across the university, and has made memories during his four years that will last a lifetime. One moment that stands out to Anglin is a keynote speech by Maya Angelou during his sophomore year. He recalls the memory by saying, “She told us, ‘You have already been paid for.’ She meant that our ancestors have sacrificed their lives, love and legacy to give me the opportunity to even ‘be’.”

Anglin has taken to heart the opportunity his ancestors have given him. He continues to demonstrate why he deserves the honor of the Founders’ Award, and he makes Grady and the University of Georgia proud.

Joseph Olewitz of 22nd Story Strategies visits AdPR

Joseph Olewitz - 22nd Story Strategies

Coach, mentor and sales professional Joseph Olewitz spent 16 years responsible for USA and International revenue growth as a member of the leadership team at two multi-national digital agencies before founding his own company, 22nd Story Strategies, in 2010. Created in response to demand from entrepreneurs and executives who realized that an experienced individual such as Olewitz could provide invaluable guidance with regards to revenue growth, 22nd Story Strategies has helped a wide range of businesses from start-ups to global giants meet and exceed their sales and revenue goals. 

Based in New York City, Olewitz works with companies around the world, where, functioning as a Virtual Chief Revenue Officer for his clients, Olewitz has built and implemented revolutionary and disruptive intentional revenue growth programs based on his deep experience and passion.

The following lecture, given by Joseph Olewitz in celebration of National AdPR Week, is open to all Grady students: 

Monday, September 28th from 2:30 - 3:30 PM

Brought to you by AdPR at UGA

Discussion: Entrepreneurship - How to prepare for the new world in Advertising and PR

Location: Peyton Anderson Forum - Grady College

Video Coverage of this event can be found here: https://youtu.be/_V—Js4rbis 

For more about Olewitz, visit his blog at www.intentionalgrowth.com, his LinkedIn profile, and check out www.22ndstorystrategies.com to learn more the services offered by 22nd Story Strategies.

AdPR student's poster is chosen to promote local market

Abbie Brans

Abbie Brans, an advertising major in the Grady College of Journalism and Mass Communication, designed a poster that was selected to promote a farmers market in Athens that provides fresh, affordable produce and economic development opportunities for the community.

The West Broad Farmers Market, which operates under the Athens Land Trust, is located in the Athens Hancock Corridor.  

“The purpose of the market is to provide the surrounding community, as well as greater Athens, with a source of local produce, prepared foods and crafts, and also to empower low-income residents to take economic control of their lives through entrepreneurship and sustainable business practices,” said Kaela Horne, the market manager.

Horne contacted Kristen Smith, a senior lecturer in the Grady College, to see if her graphic communication students could design the poster. 

“We were about to start a poster project, so this was great timing for us,” said Smith. “I let students know about this opportunity, and 10 students took the challenge. I’m happy for Abbie that her poster was chosen and that her work will be seen all around Athens.”

The West Broad Farmers Market will use Brans’s design on other materials that promote the market. Brans will be credited as a sponsor of the market. 

The West Broad Farmers Market is held Saturdays, 10 a.m. - 2 p.m., from May 2 - December 12, at the Old West Broad School, 1573 W. Broad Street in Athens.

AdPR student receives ABAC Mentorship Award

Hayley Hinson (ABJ '15) from Charlotte, NC, received the Atlanta Broadcast Advertising Club's Mentorship Award at its banquet on April 21. 

"Receiving the ABAC Mentorship Award meant so much," Hinson said. "The program gave me the opportunity to network with such an amazing mentor, and it ultimately landed me a solid job. I feel very privileged and blessed to have been considered.

"I am extremely grateful and appreciative to all the amazing people at ABAC," she added.

ABAC created the $25,000 scholarship to support a student actively involved in the ABAC/AdPR Mentoring Program.

"Hayley embodies both the spirit and dedication that makes ABAC's Mentorship Program special," Sean Jones, regional sales manager at Comcast Spotlight and president post-term at ABAC, said. Jones is also a member of the Advertising and Public Relations Executive Advisory Council at Grady College.

"She is my mentee, my friend and now my coworker. Hayley has embraced the journey and broadened her horizons along the way. I am very proud of her, and she is very deserving of this award," Jones added.

In May, Hinson graduated from The University of Georgia's Grady College of Journalism and Mass Communication. In addition to receiving ABAC's Mentorship Award, she was recently hired by Comcast Spotlight in Atlanta as its digital sales planner. 

Laura Reese (ABJ '90) promoted to Director, Digital & Media at Church's Chicken

Alumna Laura Reese (ABJ '90) was promoted at Church’s Chicken to the newly created position of Director, Digital and Media. Laura joined Church’s in May 2013 as Sr. Manager, Media Services. In her expanded role, she oversees the planning, buying and stewardship of all U.S. media buying and social media efforts. 

“Laura has demonstrated her financial acumen and technical skills day in and day out, working closely with our field marketing team and our agencies to ensure Church’s is featured on the right programming for our guests and supporting relevant promotional opportunities,” said Adam Tabachnikoff, Vice President of Marketing. He noted that in 2014, Reese was a key player in establishing the brand’s new social media strategy, helping with the rollout of the mobile app launch, the new web design and was instrumental in constructing the new digital ecosystem.

Founded in San Antonio, TX in 1952 by George W. Church, Church’s Chicken is one of the largest quick service restaurant chicken chains in the world. Church’s specializes in Original and Spicy Chicken freshly prepared throughout the day in small batches that are hand-battered and double-breaded, Tender Strips, sandwiches, honey-butter biscuits made from scratch and freshly baked, and classic, home-style sides all for a great value. Church’s® (along with its sister brand Texas Chicken outside the Americas) has more than 1,650 locations in 23 countries and international territories and system-wide sales of more than $1 billion.