PR Research
Social Media
PR
Writing
Event Planning
Media Strategy
PROBLEM SOLVING
BRANDING
STORYTELLING
STRATEGIZING
COORDINATING
MEDIA STRATEGY
Strategy is the justification of actions and the path to desired outcomes. Paid media allows me to accomplish campaign goals by implementing guiding insights realized through research. Specializing in paid media requires a wheel house of skills: goal-setting, strategic planning, and media buying. From research to buying, I implement strategy from start to finish in every paid media campaign.
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Below is an overview of the work I have done in my current position. Due to regulations, strategy documents and specific samples are not able to be shared. These provide a high level look at the campaigns and media I work with.
Social Media
I combine a strong brand voice and authentic storytelling to create a unique social media presence that stands out and connects with the right viewers. As a crucial part of brand image and consumer relations, I take advantage of the platforms to show off the best of an organization and deepen relationships with its audiences.
Research
Public relations research is one of my areas of expertise as I after completing my Master's degree. A thorough understanding of your audience and mediums before diving into a campaign will set you up for success. Social media analytics, revenue tracked, and sentiment are what I rely on to prove effective media strategy and show ROI. Research takes something from an idea to a strategy.
My graduate studies revolved around research, experiment formation, result analysis, and consequential strategy and tactic creation. These studies allow me to have a deeper understanding of the world of communications research.
Rachel Orland Public Relations
This deck outlines the Q study I conducted using Protection Motivation theory and Prospect theory to understand the motivations and fears of international travel in a post-COVID environment.
This deck outlines research and strategy behind a specific ticketing push. This strategy was implemented and resulted in a large reach among the specific audience, an increase in the desired ticket sales with an ROI of 3.5.
This presentation examines third-person theories and how the concept of "the other" can influence consumer behaviors.
This case study analyses the use of Apologia and denial used by Peloton after the brand's surprise placement in the revival of Sex and the City: And Just Like That.
PR WRITING
Beyond AP style and endless grammar checks, public relations writing is telling your brand's story in a unique and enticing way. As an avid storyteller, PR writing allows me craft a narrative in a relevant way for an organization's cause. I am passionate about using enticing writing and unique angles to grab the audience's attention and hold them captivated through the whole story.
Event Planning
Event planning is an outlet where the right and left sides of my brain get a chance to swirl together in a collaborative mix of logistics and creativity. For every event, I have a large scale grand vision. But I also have multiple color coded binders outlining the process step-by-step. Whether it's happy hour or a professional development seminar, I'll make sure every Zoom link or speaker schedule is flawless!
These biweekly, education-focused Beyond the Bell segments were coordinated by myself and coworkers in collaboration with the EKCO and Griffin Media team. I assisted in deciding the topics to highlight innovative education in Oklahoma, creating the guest list by finding relevant speakers with interesting perspectives on the topics, crafting questions specific to each speaker and ensuring that both speakers and the host were prepared with all the correct material, questions, biographies, links, etc., for the show to run smoothly.
I served as the PRSSA president from Fall 2021 to Spring 2022. With my executive team, we coordinated biweekly chapter meetings, agency tours, resume workshops and headshot fundraisers among other events. I have been a member of the Stewart Harrel Chapter of PRSSA since my freshman year. As president, I organized and oversaw all committees and work. In my other roles as social media committee member and secretary, I planned events and headed our email marketing.
