Degan Schloemann

Tag: marketing

  • Perspectives With Professionals: What Makes a Successful Campaign

    Perspectives With Professionals: What Makes a Successful Campaign

    Cover Image Photo Credit From The Blue Diamond Gallery

    This week, I had the opportunity to interview two public relations professors from the University of Oregon’s School of Journalism and Communications. Their insights were incredibly fascinating and inspiring. 

    Photo Credit From UOSOJC

    Courtney Munther is a senior instructor at the University of Oregon. She specializes in strategic writing and media relations. Munther began her career in communications through an internship with The Eureka Reporter, a daily newspaper. After her internship, Munther became a beat reporter, a features editor, and a manager for a nighttime newsroom.

    Munther began her career in public relations at St. Joseph Hospital, a chain of 16 hospitals on the West Coast and New Mexico. Her work at St. Joseph Hospital spanned general communications, internal communications, executive communications, and donor relations.

    Dean Mundy is an associate professor and the director of the public relations sequence at the University of Oregon’s School of Journalism and Communications. Mundy began his career working for Coca-Cola in Atlanta, Georgia. Initially working in the finance department, Mundy transitioned to the marketing department, inspiring his passion for public relations. Mundy worked in media relations for a couple of years before returning to school and pursuing his PhD.

    Mundy’s Research initially focused on LGBTQ+ advocacy and how advocacy organizations utilize strategic communication, as well as researching how organizations embrace and convey genuine DEI values. 

    PR and the Future

    Public relations is an ever-evolving field. The media is constantly evolving; social media is growing; influencers and personal branding are emerging as key trends. 

    Munther says, “The core tenants of PR will always be the same: two-way communication, that’s the best communication.” This remains absolutely true through public relations, crisis communication, 

    In terms of the entertainment industry, this does not fall short. Munther described that behind all the glam, shows, and red carpets, there is a lot of relationship management. Many people do not consider the extent to which relationship management is involved, as PR is often a behind-the-scenes strategy. 

    Artificial intelligence (AI) is another aspect that continuously shapes industries. It plays a significant role in the public relations industry, as it is being used more and more. Mundy says that AI is a huge tool that we are seeing. Mundy says, “It’s a good tool. I use it, but I don’t want it to replace us in terms of PR. I don’t think it can if companies are doing it the right way.”

    What Makes a Successful PR Campaign?

    As we have been examining successful PR campaigns through this blog over the last several weeks, I found it fitting to ask two professionals what makes a successful PR campaign. 

    Mundy says, “Planning a long-term message can really build a brand.” This is something that we have seen through the examples in previous weeks, such as Taylor Swift’s “The Eras Tour.” Although this tour lasted only around a year, the PR and effects have endured much longer. Mundy says, “Planning a long-term message can really build a brand.”

    An example that Dean Mundy gave me was from his work at Coca-Cola. He discussed a long-term campaign that Coke had, which spanned almost a decade, called “Always Coca-Cola.”

    Another aspect of PR campaigns is the various steps involved in a completed campaign. Munther says, “Research all the way through measurement is key. Being able to show those steps is really important.” 

    In the entertainment industry, celebrities and influencers, Munther notes, that behind all the glamour and red carpets, there is a significant amount of relationship management. This is evident through the breakdown of nonprofit organizations, film and movie premieres, and concert tour campaigns.

    Final Thoughts: 

    The opportunity to interview Dean Mundy and Courtney Munther provided me with incredible insights into effective PR planning and campaigns that can be applied in every industry, not just the entertainment industry.

  • Platform Wars: How Streaming Platforms Use PR to Their Advantage

    Platform Wars: How Streaming Platforms Use PR to Their Advantage

    Cover Photo Credits From: Two Trees

    Written by Degan Schloemann, assisted and edited by AI tools.

    From massive social media campaigns to carefully timed trailer drops, public relations has become the secret weapon in the streaming wars. Platforms like Netflix, Hulu, Disney+, and HBO Max are no longer just releasing content; they’re launching cultural moments. In this post, we’ll explore how strategic PR drives viewer engagement and keeps these services at the center of entertainment culture.

    Netflix: A Master in Virality 

    Photo Credits From Wikimedia

    Netflix has been a staple in the streaming industry for 25 years, known for its high-volume, fast-paced content strategy that captivates global audiences. The platform consistently launches new series and films that rapidly climb trending charts. Shows like Stranger Things offer behind-the-scenes features, while Black Mirror experiments with interactive experiences. Netflix knows how to craft campaigns tailored to each audience.

    Social media is at the heart of Netflix’s public relations strategy. Viral TikTok trends, such as the dance from Wednesday, and meme-driven campaigns make their shows impossible to ignore. Netflix’s global one-day drops, where entire seasons are released simultaneously, generate massive binge-watching and dominate online conversation overnight.

    Hulu: Realism and Reality

    Photo Credits From Flickr

    Hulu takes a boutique approach to its PR, focusing on award-worthy, conversation-starting content. Limited series like The Bear exemplify how Hulu builds attention through authenticity. The show was pitched as “raw” and “real,” with lead actor Jeremy Allen White becoming the face of the press campaign that included interviews, fashion profiles, and social media engagement.

    Instead of relying on mass-market saturation, Hulu employs targeted PR campaigns around specific releases to maintain a steady cultural presence. True crime and dramas are often tied to current events or societal conversations, amplifying their impact.

    Disney+: Franchise Fandom and Classic Nostalgia 

    Photo Credits From Wikimedia

    Disney+ leans into its vast archive of beloved classics while capitalizing on fan-favorite franchises like Marvel and Star Wars. Its PR strategy relies heavily on fan events, surprise character reveals, and exclusive trailers dropped at conventions like D23.

    Disney+ also maintains control over its promotional content, often releasing just enough to stir excitement without spoiling major plot points.

    HBO Max: Anticipation and Prestige 

    Photo Credit: HBO Max

    HBO Max focuses on creating anticipation through exclusivity and cultural weight. With shows like Euphoria, Succession, and The Last of Us, HBO Max positions itself as a home for must-watch, critically acclaimed content.

    Weekly episode drops encourage sustained social media discussion and event-style viewing. Carefully timed media access, high-profile premieres, and talent-driven press events give HBO’s shows a premium feel. The network’s limited content output works in its favor, reinforcing a quality-over-quantity perception.

    Final Thoughts

    Streaming platforms have become cultural trendsetters and social media giants. Through tailored PR strategies, such as Netflix’s viral campaigns, Hulu’s award-season focus, Disney+’s fan-first teasers, or HBO Max’s slow-burn prestige, these services aren’t just entertaining viewers; they’re also engaging them. They’re shaping the cultural conversation. In the modern media landscape, strategic public relations isn’t just aiding streaming success; it’s powering it.

  • Wrapped, Replayed, and Remembered: How Streaming Platforms Use PR to Boost Brand Loyalty

    Wrapped, Replayed, and Remembered: How Streaming Platforms Use PR to Boost Brand Loyalty

    Cover Photo From Creative Commons

    Written by Degan Schloemann, Assisted by AI Tools

    This week, we will revisit some campaign examples. We have discussed famous movie and concert campaigns, but we have not discussed what music applications are doing to promote their streaming services.

    The strategic campaigns from two of the most used streaming platforms, Spotify and Apple Music, create interactive fan experiences and promote music sharing. 

    Spotify Wrapped: Data Meets Personality

    Image from Spotify Newsroom

    Spotify created its annual “Spotify Wrapped” in 2016. It is an interactive user experience that shows top artists, genres, songs, and listening stats. The experience is released at the end of the year when users anticipate their listening data. Spotify included shareable social media cards so other users and friends can relate and share listening data. 

    Spotify Wrapped creates a sense of community through its shareable social media cards and establishes loyalty as users look forward to seeing their Spotify Wrapped each year. Each December, Spotify Wrapped social cards dominate Instagram, X, and Snapchat due to their colorful cards, which are perfectly formatted for sharing and accessible to share directly from the Spotify app. 

    The user-generated content that Spotify has mastered inspires others to join the app and join the wait until December when they can see their listening data. Fans feel seen and appreciated by the app through each individualized experience. 

    Marc Hazan, Spotify’s Vice President of partnerships and Marketing, says Spotify Wrapped is “Our annual thank-you to fans around the world. Spotify Wrapped has become deeply ingrained in the lives of music fans worldwide.”

    Apple Music Replay: Elegant, But Effective

    Image from Teen Vogue

    Apple Music shares a similar program called Apple Music Replay. Through Apple Music Replay, users have year-round access to their listening data. This program does not include the flashy colors and personalized experience of Spotify, but it is still very similar and utilized by thousands of users each year. 

    Apple Music Replay does not share the same features as Spotify Wrapped, including the social media sharing cards that dominate platforms all winter. Though it is different and less popular, Apple Music Replay still creates a shared sense of community and loyalty from its users. The Apple Music Replay program is seen as more elegant and incorporates different public relations tactics and styles that still secure brand loyalty and user engagement. 

    Final Thoughts: Streaming Meets Storytelling

    Streaming platforms have become entertainment brands rather than just service providers, as we have seen in the past. These two user interactive experiences have changed the game for streaming platforms and branding. Public relations ties into these interactive experiences by creating digital memories and experiences. See you next week.

  • Infographics: Digital Storytelling Tools

    Infographics: Digital Storytelling Tools

    Cover photo from SHIFT

    Written by Degan Schloemann, assisted and edited by AI Tools

    Infographics are powerful tools in the world of communication. This week’s blog post is dedicated to exploring the strengths and shortcomings of different infographics. We’ll take a look at three examples that stood out to me, highlighting what they do well and where there’s room for improvement. Whether you’re trying to persuade, inform, or inspire, a well-designed infographic can help you do it faster and more effectively.

    1. The ABCs of Public Relations by Erika Montgomery

    This infographic does a great job of breaking down various areas of the public relations industry. It’s full of helpful tips, insights, and examples of success, making it an excellent resource for anyone curious about the field.

    However, the amount of text can feel overwhelming. The balance between text and visuals leans heavily toward the former, which can be tiring for readers. While it includes some graphics, they don’t do much to reinforce or clarify the information. Adding data graphics, icons, or more imagery would help the content feel less dense and increase engagement.

    Visually, the color palette sticks to a traditional “ABC” theme with bright red, green, and blue tones. While that’s consistent, introducing more complementary shades could create a more visually appealing infographic. With a few design tweaks, this infographic will be more appealing and easier for readers to follow. 

    2. Does PR Actually Work? by Axia Public Relations

    This infographic is a standout. Created by a public relations agency, it answers its central question of “Is public relations effective?” It uses compelling data, engaging visuals, and a clever “office” theme with sticky notes and thumbtacks. I found this theme both fun and effective.

    What makes it work so well? It’s clean, easy to follow, and visually balanced. There’s enough content to inform, but not so much that it feels crowded. It flows naturally from one point to the next, and the expert quotes add additional evidence and context without overwhelming the design.

    This infographic combines information with clarity to create a seamless design. 

    3. The 5 C’s of PR by NVPReview

    The final infographic focuses on the “5 C’s of PR. ” Its design is visually engaging, with vibrant colors that help each section stand out. It’s short, simple, and organized, making it accessible at a glance.

    However, it feels more like a visual teaser than a complete piece. It is paired with an article that expands on the content; the infographic alone doesn’t offer much depth. Including brief definitions, supporting examples, or even graphics could give it more standalone value and enhance comprehension.

    Final Thoughts

    Infographics are storytelling tools. They combine text, data, and design to make complex information easy to grasp and forget. When used well, they can educate, persuade, and captivate simultaneously.

    Thanks for joining me for this week’s deep dive into infographic design! Stay tuned for next week’s post. See you then!

  • A Deep Dive: How Public Relations Works With Entertainment

    A Deep Dive: How Public Relations Works With Entertainment

    Cover Photo From Creative Commons

    Written by Degan Schloemann, assisted and edited by AI tools.

    This week, we’re taking a deep dive into the theme of my blog. 

    I have written this blog with a focus on the intertwined fields of public relations and the entertainment industry. While this may be an obvious correlation to some, public relations plays such an important part to all parts of the entertainment industry’s success. The creativity, strategies, and planning are analyzed to perfectly fit each concert, movie, or show. 

    Let’s look at three ways PR and entertainment work together: 

    Building Suspense

    Public relations works hand in hand with the entertainment industry to build anticipation. Whether this is through concerts, tours, shows, movies or so many more, the suspense is crucial to creating a post-release audience.  

    Key tactics include:

    • Strategic leaks or previews (like teaser trailers or exclusive footage)
    • Behind-the-scenes clips and celebrity interviews
    • Merchandising and brand partnerships

    From books such as Marvel’s graphic novels, to Frozen’s dresses and apparel for sale, to Toy Story’s action figure toys, brand partnerships and products greatly boost viewership and suspense. 

    Behind-the-scenes clips also find their way into media and capture viewers attention. For example, in the 2016 film, Deadpool, test footage was leaked online. Fans instantly took interest and were eager to see more. Though this “leak’s” credit was never officially claimed, it may have worked in the studio’s favor. 

    Relevence 

    Capturing cultural and social relevance is also a critical part of how public relations connects to the entertainment industry. Trends, fashion, and media are constantly changing and it is important for artists, producers, and studios to stay up-to-date with their target audiences. 

    How this looks in action:

    • Strategic branding through logos, visuals, and themes
    • Partnerships with trending influencers or movements
    • Campaigns that reflect the moment

    For example, we have seen this strategic branding with the release of the film Avatar and its immersive theater experience and environmental themes. 

    Long Term Engagment 

    Building long-term engagement can be challenging to do, but with the right public relations tactics, it can be done and achieved smoothly. 

    Effective PR strategies include:

    • Post-release interviews, reunions, and cast Q&As
    • Ongoing social media interaction and community building
    • Bonus content, retrospectives, and fan events

    Capturing long term enagemnet is super important! Whether this is done through rewatching movies or shows because fans love them, or listening to an artists album after going to their concert, it creates a long lasting impact of brand, fan, and viewership loyalty. 

    We have seen these methods through interviews with the cast after the show. This creates a bond with the viewers, the characters, and the actors that make fans fall in love with the show. 

    Final Thoughts

    Public relations is an incredibly important and strategic tool in the entertainment industry and is used more than people think. Next time you are anticipating the release of a film or concert sneak peeks, maybe you can notice some of these strategies.