Desi Abney

In today’s fast-paced, highly digital world, PR professionals have a wide array of channels and tactics to utilize. These channels are categorized into four main types: Paid, Earned, Shared, and Owned (PESO) (Moore, 2024, “Public relations planning”). Among these, earned media stands out as the most essential for PR professionals. This type of media is defined by external recognition, where coverage is gained organically through media channels, influencers, or customer advocacy rather than through payment or internal media. One source states that, “earned media is what you know as either publicity or media relations… It’s what the PR industry is typically known for because it’s one of the few tangible things done” (Dietrich, 2021). This approach has proven its ability to significantly impact brand reputation, foster trust, and create a lasting impression.

Why Earned Media is the Most Important Tactic

The core reason earned media is the most valuable tactic in the PESO model lies in its credibility. With the rise of digital literacy and the general public’s growing awareness of marketing tactics, audiences are becoming more selective about what they trust. According to focus groups conducted to assess the credibility of sources, “the greatest percentage of participants indicated… that they found the earned media story the most credible among the sources provided” (O’Neil and Eisenmann, 2019). In earned media, brands benefit by leveraging unbiased, organic endorsements rather than self-promotions. 

Earned media also has a unique multiplier effect. Positive press, organic shares, or influencer endorsements create a ripple effect that amplifies brand awareness and reach without direct payment. This amplification can result in other forms of PESO integration, such as generating content that can be repurposed in shared or owned channels. An article about using the PESO model for content states, “owned media begets earned media, which increases search results, which gets you more earned media, which provides more things to share on social and the opportunity to boost content and do native advertising” (Pittman, 2021). Earned media also feeds the algorithms of social platforms, which boosts visibility and strengthens the PR campaign’s overall reach and engagement.

Ocean Spray’s Viral TikTok Success

One compelling example of effective earned media is Ocean Spray’s viral TikTok campaign featuring Nathan Apodaca, also known as “Doggface.” In 2020, Apodaca’s casual video of himself skateboarding while drinking Ocean Spray cranberry juice and lip-syncing to Fleetwood Mac’s “Dreams” unexpectedly went viral, resulting in millions of views and shares (Sarmah Hightower, 2021). The video was not part of any orchestrated paid promotion, it was an authentic moment that struck a chord with audiences, exemplifying the organic nature of earned media.

Ocean Spray quickly capitalized on the momentum by gifting Apodaca a new truck filled with their cranberry juice, “allowing him to set aside his longboard for his miles-long journey to work” (Sarmah Hightower, 2021). This action effectively transformed a moment of earned media into a comprehensive PR strategy. News outlets, influencers, and social media users around the world shared the story, increasing Ocean Spray’s visibility and brand goodwill.

Trace Rutland of Ocean Spray states, “we wanted to make sure that we were able to take advantage of the moment and be part of the moment. I think that’s the whole thing: Be part of the moment. Don’t be the moment, because that was Nathan’s moment”

(Sarmah Hightower, 2021).

Trace Rutland of Ocean Spray states, “we wanted to make sure that we were able to take advantage of the moment and be part of the moment. I think that’s the whole thing: Be part of the moment. Don’t be the moment, because that was Nathan’s moment” (Sarmah Hightower, 2021). The campaign was especially successful because it resonated with multiple demographics, from Gen Z users who popularize TikTok trends to older audiences who appreciated the classic Fleetwood Mac song. Additionally, the campaign highlighted how powerful user-generated content could be for brand engagement, reinforcing Ocean Spray’s image as a classic, fun, and timeless brand.

The Ocean Spray TikTok phenomenon showcases the undeniable power of earned media. This PR tactic achieved widespread reach without any initial investment in paid media and allowed the brand to build an authentic connection with its audience. The natural, unscripted quality of Apodaca’s video made it more relatable and engaging than any traditional advertisement could. 

Conclusion

In conclusion, while each PESO channel has its advantages, earned media holds the highest potential to drive trust, authenticity, and viral reach—qualities that are particularly valuable in a skeptical and oversaturated media landscape. For PR professionals, focusing on building and leveraging earned media is not just an effective strategy but an essential one for long-term success in modern PR.

Key Words/Tags

Earned Media, PESO Model, Public Relations, Communication Tools

References

• Dietrich, G. (2021, January 6). Spin Sucks 130: A PESO Model Primer for 2021. For Immediate Release Podcast Network. https://www.firpodcastnetwork.com/spin-sucks-130-a-peso-model-primer-for-2021/
• Moore, J. (Ed.) (2024). Public relations planning. Public Relations: Principles, Origins, and Practice. Cognella Academic Publishing. https://canvas.ou.edu/courses/355766/files/110983225?module_item_id=6945944
• O’Neil, J, & Eisenmann, M. (2019, July 15). Is Earned Media More Credible than Advertising? Institute For Public Relations. https://instituteforpr.org/understanding-how-changing-media-sources-in-the-promotional-mix-inform-credibility-and-consumer-action/
• Pittman, B. (2021, August 24). 3 ways to win the content wars with PESO. PR Daily. https://www.prdaily.com/3-ways-to-win-the-content-wars-with-peso/
• Sarmah Hightower, S. (2021, June 14). Trace Rutland of Ocean Spray: How Ocean Spray Successfully Surfed the Wave of a Viral TikTok Sensation. Digital Shelf Institute. https://www.digitalshelfinstitute.org/blog/ocean-spray-viral-tiktok

In public relations, experiential diversity refers to the range of experiences, backgrounds, and perspectives that individuals within an organization or industry bring to the table (Mud, 2021). This encompasses differences in ethnicity, socioeconomic background, education, career experience, cultural exposure, and personal interests. Experiential diversity is essential in PR because it enables organizations to better understand and communicate with diverse audiences. Seeing as public relations is all about managing a company’s image and its communication with the public, having a diverse team with varied experiences allows for more authentic, and effective messaging.

Why Teams Need Experiential Diversity

One of the key reasons experiential diversity is so important is that it fosters creativity and innovation. One source states that, “diversity-oriented leadership (i.e., recognizing and welcoming the contributions of employees from diverse backgrounds and characteristics in decision-making processes) … [is a] key antecedent of organizational justice, which in turn, influences employee engagement and advocative behaviors” (​​Lee et al., 2022). Teams that are diverse may be better at problem-solving because they can approach challenges from many different angles. In a PR context, this can mean being able to develop creative campaigns that better resonate with various demographic groups. Teams with experiential diversity are also more likely to catch potential missteps or culturally insensitive messaging, which is crucial in today’s highly connected world where PR mistakes can quickly go viral and damage a brand’s reputation.

Furthermore, a lack of diversity in experiential backgrounds can lead to campaigns that unintentionally alienate certain groups. Public relations professionals are responsible for building relationships with the public, which means they must understand the nuances of different cultures, values, and experiences. An article in the Bulldog Reporter states,

“brands that want to be inclusive must first look inward—this means creating a diverse team that can understand different groups. This is, after all, how diverse ideas, innovative solutions, and multiple points of view emerge” (True, 2023).

A team lacking in experiential diversity may overlook key elements that would make a campaign more inclusive and resonant with its intended target audience.

Pepsi and Its Experiential Diversity Fluke

An example of an organization that failed in its experiential diversity efforts is Pepsi with its infamous Kendall Jenner advertisement in 2017. The ad showed Jenner participating in a protest in which she seemingly resolved tensions between protesters and police by simply offering an officer a can of Pepsi. The backlash to the ad was intense, as critics pointed out that it undermined serious social justice movements, such as those for Black Lives Matter, in which people were tear gassed, shot with rubber bullets, and some even lost their lives. 

The failure of this campaign highlighted Pepsi’s lack of experiential diversity within the decision-making process. Perhaps if the company had more people involved who had experienced social justice issues, they might have foreseen the publics negative reception. The campaign came across as tone-deaf because the people creating it seemed disconnected from the very communities they were depicting.

If Pepsi employed a more diverse PR team—particularly one with a broader range of life experiences and a deeper understanding of racial and social issues—they might have been able to craft a campaign that was more thoughtful and authentic. It is important to note that, “diversity is achieved when a business recognizes the strengths of its various publics and employees and chooses strategies based on these strengths and perspectives” (Moore, 2024, “Diversity and public relations”). Since they did not focus on truly achieving diversity within their company, Pepsi hugely missed the mark, and was forced to pull the ad and issue an apology, but the damage to its reputation was already done.

Conclusion

In conclusion, experiential diversity is crucial in public relations because it helps organizations communicate more effectively with diverse audiences. Pepsi’s failure with the Kendall Jenner ad is a prime example of how a lack of diversity can lead to tone-deaf messaging that can damage a brand’s image. By prioritizing experiential diversity, organizations can create more inclusive, innovative, and culturally sensitive PR campaigns that resonate with broader audiences.

Key Words/Tags

Diversity, Equity, Inclusion, Public Relations, Experiential Diversity

References

• Lee, Y., Li, J., Fajardo, O. (2o22, July 26). What is Needed to Make DEI Efforts Successful, According to Diverse Employees. Institute for Public Relations. https://instituteforpr.org/successful-dei-efforts-employees/
• Moore, J. (Ed.) (2024). Diversity and public relations. Public Relations: Principles, Origins, and Practice. Cognella Academic Publishing. https://canvas.ou.edu/courses/355766/files/109880346?module_item_id=6907111
• Mud, J. (2021, June 15). Courageous conversations about diversity, equity, and inclusion with Tru Pettigrew. Axia Public Relations. https://www.axiapr.com/blog/podcast-episode-courageous-conversations-about-diversity-equity-and-inclusion-with-tru-pettigrew
• True, J. (2023, October 16). 7 Tips for incorporating DEI into your marketing and PR strategy. Agility PR Solutions: The Bulldog Reporter. https://www.agilitypr.com/pr-news/public-relations/7-tips-for-incorporating-dei-into-your-marketing-and-pr-strategy/

Edward Bernays, also frequently referred to as the “Father of Public Relations,” was a pioneering figure in the developing modern public relations practices. Bernays significantly shaped the public relations field through his innovative ideas on media influence, persuasion, and shaping public opinion. His work, was deeply rooted in psychology, and had a profound influence on communication strategies throughout the 20th century.

Bernays’ and Shaping Public Opinion

Edward Bernays rose to fame during the “Booming 20’s” era of public relations. During this era, the use of motion pictures became more popularized with the purposes of visual content and promotions (Moore, 2024, What Is Public Relations).

One of Bernays’ main contributions during this time was his use of psychology in mass communications. He believed that people’s behaviors could be influenced through subconscious desires and emotions, and he, “sought to change habits by appealing not so much to rational thought, but rather to more primal human needs and desires” (Winocour, 2012). He used this skill to convince the public of many things, including the idea that bacon and eggs were the best all-American breakfast. Bernays successfully utilized this concept in various different campaigns, and influenced public opinion in ways that went beyond simple advertising campaigns.

For example, his famous 1929 campaign for the American Tobacco Company, the “Torches of Freedom”, sought to break the taboo against women smoking in public. The Society Pages writes that, “Bernays staged a dramatic public display of women smoking during the Easter Day Parade in New York City. He then told the press to expect that women suffragists would light up “torches of freedom” during the parade to show they were equal to men” (Christensen, 2012). By framing cigarettes as a symbol of female liberation, Bernays helped to shift societal attitudes toward smoking, which increased cigarette sales while also demonstrating the power of public relations in shaping cultural values.

Bernays also had a hand in political public relations through his involvement in the U.S. government’s propaganda efforts during World War I. The Drilled podcast quotes Bernays on his rebranding of propaganda,

“When I came back to the United States, I decided that if you could use propaganda for war, you could certainly use it for peace. And propaganda had a sort of bad connotation because of the Germans. So what I did was try to find some other word, and we came up with counsel on public relations”
(Westervelt, 2020, 08:55).

His work helped the U.S. to craft messages that would gain public support for the war effort. 

Bernays’ Impact on Public Relations

Bernays’ ideas are still very relevant in the profession today. The meshing of psychology and public relations techniques is visible in the ways that modern advertising and political campaigns work. Today’s public relations specialists still use many of his strategies, such as using media to frame issues in particular ways, and focusing on emotional appeals in order to shape public opinion. The rise of digital media has expanded on these ideas, as companies now push targeted messaging to shape public behavior, preferences, and beliefs. Bernays’ lasting legacy ultimately lies in his understanding that shaping public opinion is not about making facts known, but rather about creating narratives and appealing to emotions—a principle that continues to be key to effective public relations and marketing today.

Key Words/Tags

Edward Bernays, Impact, Public Opinion, Propaganda

References

• Christensen, W. (2012, February 27). Torches of Freedom: Women and smoking propaganda – sociological images. Sociological Images Torches of Freedom Women and Smoking Propaganda Comments. https://thesocietypages.org/socimages/2012/02/27/torches-of-freedom-women-and-smoking-propaganda/
• Moore, J. (Ed.) (2024). What is Public Relations and How Has it Evolved? Public Relations: Principles, Origins, and Practice. Cognella Academic Publishing. https://canvas.ou.edu/courses/355766/files/107742062?module_item_id=6602529
• Westervelt, A. (2020, February 25). Manipulating the Masses and Predicting the Future– Edward Bernays and W. Howard Chase. Drilled. https://open.spotify.com/episode/6WIt0OAdzaGkgZQs5sgcK7
• Winocour, J. (2012, April 13). Back to the Future: The link between psychology and PR. Hunter Public Relations. https://www.prweek.com/article/1279537/back-future-link-psychology-pr

This semester in my JMC-1013 course, I have learned a bunch through the many readings that have been part of this class. One topic that I have gained a better understanding of throughout this semester is the media law and ethics issue of defamation. This is a topic that is crucial for journalists and any media professional to navigate responsibly.

Defamation is essentially the spreading of false statements that have the potential to cause harm to the reputation of an individual, company, or entity. There are actually two categories that defamation can be sorted into: libel, and slander. Libel is written or published statements, and slander is spoken statements.

The readings covering media law and ethics that have been provided throughout this course have allowed me to gain a much better understanding of the super fine line between the freedom of speech and the need to protect individuals from false and potentially damaging statements. One ethical challenge in reporting is ensuring that all information is accurate, while still keeping in mind the principles of free expression. Media professionals need to practice their due diligence in fact-checking and verifying information before publishing anything, in order to avoid accidentally spreading defamatory statements. 

Public figures like politicians or celebrities are often at more of a risk of their character being defamed, due to the scrutiny that comes with their positions. An example of this is Jim Carrey’s defamation case of 1998. TBS News writes that, “Carrey also sued a magazine in Australia for defamation due to a published article that claimed he had harassed a number of actresses.” This defamation of his character had a great impact on his personal and professional life. 

The responsibility of verifying information is especially important today, considering that we are in the age of digital media. Through these digital platforms, information can spread very rapidly and have major consequences. 

In conclusion, the readings from this semester have taught me a lot and made me interested in studying many topics further. The study of defamation laws and ethics in the media has shone a light into the complexities of balancing freedom of expression with the responsibility to avoid unjust harm to individuals. Considering that I am going to graduate and be a media professional myself, it is crucial to be aware of these legal and ethical considerations, in order to uphold journalistic integrity.

I am a sophomore advertising major. Choosing my major was super hard, and even though it is only my third semester here at the University of Oklahoma, I have already changed my major a handful of times. I ended up deciding on public relations, and then this fall semester I changed it again to advertising which is where I believe it will stay. I chose advertising because I knew I wanted to study media/journalism as a whole. This decision was rooted in my interest with creativity, business, and influence. Advertising is a vital part of today’s modern media and it has the power to drive economic activity. The field of advertising is capable of creating any narrative you could possibly imagine, and deliver any message that may need to be delivered. This ability to communicate and connect with different audiences is ultimately what made me choose advertising as my major. 

The importance of advertising in the media is very evident. It serves as a connecting force between businesses and consumers, and it showcases not just products and services, but can also shape perceptions and opinions. In a world that is constantly overwhelmed with information, effective advertising stands out and can create lasting impressions and foster brand loyalty that can last for decades. Fostering brand loyalty through advertisements is vital for the success of businesses. CNBC states that the top five brands with the highest rates of customer loyalty are Google, Lowe’s, Intel Corporation, Apple, and The Coca-Cola Company, respectively. These brands are all extremely successful and accomplished, further proving the importance of advertising and the role of establishing brand loyalty through advertising. 

Some areas where the advertising industry can improve include inclusivity and diversity. Over the last decade, I have especially noticed improvement of these two elements, and corporations have clearly begun to embrace a broader range of perspectives. This allows for advertising to better resonate with all audiences and contribute to more representative media.

In conclusion, I chose advertising over other fields because it is a space where innovation and creativity are not only encouraged, but necessary for success. Through my studies here in Gaylord College, I hope to contribute to the field’s evolution by advocating for increased diversity and inclusivity within the industry. Advertising encompasses a skillset that I am excited to acquire and utilize in my future to become a well-rounded, successful professional. 

This October, there have been handfuls of Halloween parties and activities going on. I have seen a lot of amazing costumes so far, from movie characters to celebrities, it has been clear that everyone definitely did their Halloween homework and prep. With Halloween night coming up, I am sure the costumes will be on point. With the spooky season in mind, here are my top 5 perfect costumes I have seen and would recommend. Whether you’re aiming for spooky, iconic, or downright creative, these costumes are guaranteed to turn heads at any Halloween party.

1. Magic Mike: This funny but cute costume is super easy to DIY and sure to make for fun memories. Throw on some mens boxers, baggy sweats, and a bra or tank top and you have your costume! Add some accessories, a ball cap, some fake dollar bills, for better effect. 

2. Disney Princess: This costume idea gives you a lot of flexibility considering the wide selection of Disney Princesses that exists. Tiana, Cinderella, and Sleeping Beauty are just some of the ones I have seen on campus. The look usually consists of a crown, a skirt, and a body corset that is in the colors of the Princess’s dress with some other fun accessories.  

3. Britney Spears: This costume has a lot of versatility, seeing as Britney has so many unique wardrobes. From “Slave for U” to “Oops I Did It Again,” with any of these costumes, you are sure to get many compliments. 

4. Vampire: This costume is very timeless and versatile. This year I have seen it done with black corset tops, black pants, red capes, fake fangs, and fake blood smears. According to Scottie Andrew with CNN, a Vampire was among the top 20 Halloween costumes in the year 2022. This costume is edgy yet cute, and definitely gets the job done!

5. Dallas Cowboys Cheerleader: This costume is my personal favorite that I have been wanting to do myself. The costume comes in a set online, and the blue and white stars are bound to make you look great. Throw in some fun cheering poms and you are set for a fun night out! 

Get ready to turn heads at this year’s Halloween festivities with these costume ideas! Let your imagination run wild and have a spooktacular time celebrating in style! 

On October 7th, 2023, news struck the world that there had been a large-scale attack on Israel. The group behind this attack is the Palestinian terrorist group called Hamas. This attack was devastating, and many civilians lost their lives. Human Rights Watch writes that, “this led to Israeli counterstrikes that killed hundreds of Palestinians.” Since the initial attack, the Hamas have taken hostages, launched bombs at Israeli population centers, cut off Israeli food, water, and electricity sources, and continued to wipe out scores of civilian families and homes. Many are attempting to call this a war, as well as reducing it to a conflict, but this is a genocide. Mass starvation, bombing hospitals, and shooting defenseless civilians and children is not war. When one side has this much control over the other’s lively hood, that does not equate to a war. This is a mass murder of more than five thousand people in less than a month. This is an extermination, and it needs to be stopped. Israel is in desperate need of humanitarian aid, and you can help. Government United Kingdom writes that the best way to provide aid is to donate money through trusted charities. If you are unable to donate, it is vital to stay informed and up to date with what is going on, especially because even though it may not seem like it, conflicts like this do affect our country as well. 

What makes a quality film? This question is debatable, and people have various different opinions on what actually makes a film good. In my opinion, a quality film is one that contains a good blend of various elements that work together to create a memorable cinematic experience. The core of a good film is usually the storyline. A compelling narrative that engages the audience emotionally and intellectually is the foundation that all of the other factors are built upon. The characters in the storyline are also vital. Well-developed characters that have depth and complexity make the story more interesting, and allow viewers to connect with them and actually care about their stories. Another important component to a good film is the visuals. The cinematography of a movie plays a very important role in setting the mood of the story. The Film Shortage Blog writes that, “[cinematography] connects the director and cinematographer to create the shots. Each frame needs to be meaningful and support the story. The camera placement, lens, and lighting are critical elements that contribute to great cinematography. Altering these elements will change the feel of a scene.” Good cinematography makes viewers feel as though they could actually be present in the movie. Skilled cinematographers are able to really immerse the audience into the world of the film. A quality film’s visual elements enhance the storytelling, and oftentimes add layers of meaning to the story. Along with visuals, effective editing makes for realistic scenes and for a smooth flow and pace. These factors keep the audience engaged throughout the storyline. Visual effects and CGI allow for the film to achieve whatever aesthetic directors were pushing for. Another important factor that makes a good film is talented actors that have the ability to bring the characters to life. These performances can make or break a film. The actors need to be able to really convey complex emotions and chemistry with co-stars in order to add to the storyline successfully. A strong director, which is another important quality of a good film, is able to guide the actors’ performances in order to ensure that their true vision for the film is met. To me, what overall makes a quality film is a film’s ability to connect with its viewers. An example of a film that has done this for me is Jordan Peele’s Us. This film, like most quality films, achieve this connection with audiences through all of the mentioned components, and many more. Films that have a lasting impact on me and stay on my mind are quality films to me.