Monthly Archives: November 2014

Legacy Media Case Study: Two Interviews

By Kimberly Exford

For this case study, I was able to interview two young women, one that previously worked in radio and broadcasting, and another who currently works at public relations agency. Both women were able to give thorough details and insight into the changing media landscape within each of their media respective organizations.

Candace Ledbetter (former Promotions PR Manager for V-103, a local radio station in Atlanta, GA)

Candace held this role from 2008-2014. As such, she was responsible for overseeing all media outlets that her company used, including social media. Not only was she in charge of giving the company a “voice” throughout the city and other surrounding areas, but she would also provide platforms for others seeking to  spread the word about themselves. When I asked Candace what she felt the biggest impact or change was on this company, she immediately said social media.

Though she is a member of several social media sites in her personal life (i.e. Facebook, Twitter, Instagram, etc.), her company was not so willing to join. This was a problem for Candace initially because she knew how much the Internet and social media impacted the way people received information, and it was crucial that V-103 “catch up” to everyone else that was rapidly joining these sites. For example, the social site Twitter gives users a way to quickly share their thoughts with others.

For companies, she said that “it allows them to be everywhere!”

According to a social networking study conducted by Pew Research Center, as of January 2014, 19% of all online adults use Twitter.

Another benefit is radio stations can get more personal with their listeners and bring about brand loyalty. Though this company was slow to make the change over to more digital media outlets, Candace doesn’t feel that there were any missed opportunities.

She said, “I know that we were late to the show so to speak, but we still got there in enough time and didn’t miss too much.”

Another role that Candace held was the director of operations and senior publisher for 135th Street Agency. According to their company Facebook page, “founded in 2005, the 135th Street Agency is an experiential marketing and communications company based in New York City and Atlanta that specializes in campaigns targeting Youth Consumers and Business Professionals.” Candace mentioned that her role with this agency was virtually identical to the one at the radio station.

When asked about social media’s impact on newspapers, radio, and other forms of media overall, Candace specifically mentioned newspapers, and the fact that readers sometimes used to have to spend money to get the information they desired. However, with the Internet (i.e. social media) there is no cost. A Twitter follower of a FOX news station can get the basically the same information that someone who purchases a newspaper gets, she argued.

Social media and the Internet took over from some forms of traditional media because of their convenience. Though the radio is easily available in the car and also, at times, online, someone with access to a social media site (i.e. via their phone) might be able to access this information even faster. And, they can do it from the middle of the mall while shopping or while standing in line purchasing groceries. Also, with the radio, you may have to sit through boring advertisements and commercials before getting to listen to your desired news. Though there are some ads found on the internet and social media, unlike the radio, typically you can click through them and get to what you are looking for much quicker.

Eugenia Johnson (PR Director at Garner Circle PR in Atlanta, GA)

Eugenia describes her employer as a “boutique PR firm,” one that offers media outreach and planning or marketing or special communications services for a variety of businesses. According to this article, “public relations boutiques specialize in raising the overall awareness of a brand, product or image of a company or person.”

Eugenia mentioned that though her company currently uses a variety of media outlets, the digital ones account for about 80% of their pitches. Some of the most popular digital outlets they use are Facebook, Twitter, and Instagram. By joining these networks, her company hopes to “build relationships and use ‘promotional stalkers’ to help gain additional information. Promotional stalkers are people whose job is to join various social media networks and develop a relationship with as many of their followers and friends on a particular site as possible. This helps to put users at ease before springing a pitch on them.

More specifically, one of her responsibilities is to look for bloggers with higher response rates and number of followers to hopefully help influence other people. Eugenia mentions a few pros to using this form of media. She can build relationships with her followers and, and she can also see what their competitors are doing. As far as opportunities are concerned, she doesn’t feel that any opportunities have been missed since her firm is very active on social media.

Final takeaways

Though each of these women work for different companies, they both provided me with the same key take-away items when I talked to them: A company must be able to adapt to the changing media environment and they have to be willing to make changes as needed to help keep up with their users.

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Readings Week 11

Easy one for this week. Just give me one thing (at least) that you found interesting or relevant from this week’s discussion and/or readings/video

As noted in syllabus, these include:

Read: Finish Briggs book

Give before you get by Brad Feld

Watch: TechStars at least one episode of The Founder’s Group

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Entrepreneurial Landscape in Memphis

by Cheryl Hayes

The entrepreneurial scene in Memphis is very bright for anyone seeking to start a business, especially for entrepreneurs in the bioscience, logistics, andmedical device fields. The market in Memphis is open to the “next big thing”. According this article, “between 2009 and early 2014, the city’s top business accelerators have helped 181 startups that created 532 jobs and attracted $50 million from investors.”

Memphis offers many outlets to assist with startup ideas. One of the most influential is Start Co. Start Co. provides programs such as 48-hour launch events, hackathons,  Start Co. Lounge happy hours, social innovators workshops, startup weekends and other resources to help entrepreneurs with their  ideas, including launching, empowering, mentoring and investing.

An accelerator program operated and supported by Start Co., Seed Hatchery is a nonprofit startup assistance program that focuses on web and tech startups by offering a 90-day mentoring program. It has launched 18 companies since its inaugural cohort in 2011. Through this accelerator program, entrepreneurs are able to apply for a chance to be selected for startup funding.  Additional startup accelerator programs to assist entrepreneurs in Memphis are UpStart Memphis, a nonprofit program geared towards women entrepreneurs; Sky High, which focuses on logistics technology startups; SparkGap, which offers startups assistance in social enterprise; ZeroTo510, which assists in the area of medical device research and manufacturing.

Innovation and entrepreneurship assistance for faculty and students can be found at The University of Memphis Crews Center for Entrepreneurship.

Others of interest to startups are Innova,  a pre-seed, seed and early-stage investor; Liquid Capital, offering innovative financial solutions for businesses seeking cash and capital; Angel Capital, which brings investors and entrepreneurs together; and Emerge Memphis, which provides strategic support to startup companies, innovators and entrepreneurs in the Mid-South.

The City of Memphis offers Memphians a one-stop-shop resource called the Renaissance Business Center. It lists several central points for those interested in seeking financial resources from public and private entities.

The Small Business Administration provides government funding assistance.. Score Memphis its nonprofit resource partner, and it provides free counseling and low-cost workshops.

An array of startups were founded in Memphis. A few include:

MentorMe Inc. -a nonprofit startup founded by Brittany Fitzpatrick that is revolutionizing the way communities invest in people with SaaS platform for mentoring.

Screwpulp – an ebook marketplace that gives authors a better way to reach an audience.

Global Innovations Now, Inc. – this startup enables business owners by providing customer mobile app solutions.

Keep It 200 – a social network connecting communities around important issues in the world.

Paytopia  – an alternative payment system that offers customers a safe way to pay online.

More Memphis startups can be found here.

The entrepreneurial landscape for Memphis is booming and wide-open for new entrants. The help entrepreneurs need is available in Memphis.

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Reading Reflections Week Ten November 4

Do the readings listed in the syllabus for week 10 if you have not already, and answer the following questions by our next class November 11.

  • Based on what you’ve read here and learned in class so far, what do you think is the most promising funding model for the future of news and/or other types of media content? Be specific.
  • Share one additional thing you found useful or interesting from the readings.
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