Fall 2018 FORUM
World Cup 2018 : Merging Soccer and Technology
By Jenna Scull James Madison University
Summer 2018 was saturated with soccer . Whether you consider yourself a soccer fan or not , it was nearly impossible to escape the FIFA World Cup this past June and July . Your favorite brands , no matter the industry , aligned themselves with all the action . Your Twitter newsfeed was abuzz with constant commentary , clearly letting you know that a match was in play . Your co-worker utilized the double screen at their desk : spreadsheet on one side , live stream on the other . While heading home on public transportation the person next to you watched game highlights on individually curated Snapchat stories . All eyes were on the World Cup .
Sporting events , like the 2018 World Cup , are becoming more and more of a spectacle with the rise of social media and streaming services . As the World Cup is held every four years , the technology landscape will continue to change and progress drastically by the next time the event is held . The possibilities for the 2022 World Cup in Qatar are endless . With this in mind , it is vital for public relation practitioners and students to stay up to date on these technology shifts so they can help their clients score viewership , interactions and increases in revenue .
After the first two weeks of the 2018 World Cup , Telemundo shared that over half of their viewers streamed the tournament on their smartphones . This came with little to no surprise as viewing habits are currently shifting away from traditional television and shifting toward accommodating those who like to view on the go . World Cup television ratings were also down this summer due to the influx of people
By Nicole Graney University of Florida
From PRSSA recruitment , to attending the National Conference , to a schedule packed with peer-mentorship coffee dates , it ’ s no secret that fall semester is a hectic time for PRSSA Chapter leaders .
PRSSA prepares leaders to handle everything the year throws at them but sometimes it is necessary to call in reinforcements . Lucky for you , the National Committee has handpicked a soon-to-be best friend for your Chapter . That friend is called your Regional Ambassador .
Who We Are Regional Ambassadors are members of a committee under Vice President of Chapter Development Nick Goebel . We are students who are passionate about supporting the Society by drawing upon our PRSSA leadership experience to mentor Chapters in our region . Each Regional Ambassador is assigned a select number of Chapters that they are responsible for assisting throughout the year .
When I was a Chapter president , a Regional Ambassador changed my life . Suddenly , I had a peer who was invested in my Chapter .
2 www . prssa . prsa . org / forum
abandoning their pricey cable box for a cheaper digital offering , like Youtube TV or Sling . So what does this mean for public relation practitioners looking to tap into the billions of people watching this global soccer extravaganza ? They need to aim advertising and public relation efforts to the super small screen and cater to the younger audiences that have hopped on the streaming train . They must adapt to current technology trends and continue to stay informed as to what the next big format or platform will be .
Brands can also align themselves with specific sporting events through thoughtful and creative social media campaigns . National Geographic , for example , got involved with the 2018 World Cup action by focusing on the country where all the games were hosted — Russia . National Geographic produced 100 features and videos that highlighted aspects of Russian culture and history . This was a smart move for the travel company . They did not stray away from their brand but successfully integrated the hype that surrounds this global tournament by catering to their combined 150 million social media followers .
The FIFA World Cup is a massive opportunity for brands to grab the attention of billions of people from every corner of the earth . Despite constant shifts in technology trends , it is crucial for public relation practitioners to tell good stories regardless of the format . Whether the tactics are applied through curated Snapchat stories , interactive Twitter polls , shareable Facebook posts , advertisements on television or smartphone streaming services , the story or campaign must resonate with the target audiences .
Regional Ambassadors : Who We Are and How We Can Help
I had a peer adviser , a confidante and a friend to counsel me when the going got rough .
Now , as a Regional Ambassador , I want to help you learn all the ways your Chapter can grow this semester .
At the beginning of the semester , Chapter presidents should expect an email from their Regional Ambassador asking to set up a time to chat within the first few weeks of classes .
Courtesy of the 2017 – 2018 Regional Ambassadors
Pro tip : Make sure that your Chapter ’ s current contact information has been submitted to PRSSA National to make this process go as smoothly as possible .
Once you ’ re on the phone with your Regional Ambassador , they ’ ll ask you a list of questions to check on your Chapter ’ s progress so far this year . Then your Regional Ambassador will ask how they can help you . Use this check-in call to begin building a relationship with your Regional Ambassador .
My fellow Regional Ambassador , Morgan McCoy from Point Park PRSSA , phrased it best when she told me her reason for taking on the role .
“ PRSSA as a whole gives a great opportunity for all schools to put in hard work and be able to participate and be recognized for that work . It has been such an uplifting part of my school experience and I ’ m so looking forward to being able to take all of the inherent value of PRSSA an extra step as a Regional Ambassador ,” she said . “ I want to make sure the abundance of opportunities available to schools are within their reach and they have the support they need to make things happen .”
To put it simply , a Regional Ambassador is a walking , talking regional help desk for all of your PRSSA needs . We are here to mentor your Chapter and help cultivate your local relationships . Continue on page 6
Fall 2018 FORUM