Is Purchasing Music Licensing Worth It?

By Grace Campbell

The Power of Music 

In 2000, the Virginia Tech Hokies athletic department was given three songs to choose from as their walkout song – “Enter Sandman,” by Metallica, “Welcome to the Jungle” by Guns N’ Roses and “Sirius”  by the Alan Parsons Project. They chose the popular nineties song by Metallica. As “Enter Sandman,” played for the first time when the Hokies came out in 2000, a new age began for college football. Much later, in 2021 against ACC rival North Carolina, noise levels were so loud from Lane Stadium during the walkout that a nearby seismograph registered noise – needless to say, the reaction from the fans was astounding! Although the song is relatively new by ‘tradition’ standards (only being used by the Hokies for twenty-two years), it has become arguably the best and most renowned entrance in all of college football. Now, when someone hears “Enter Sandman, they think of the noise of the game, of the experience. They think about their time in college, or of a game-watching party. But above all else, they think of the Virginia Tech Hokies. This connection between the Hokies and their fans was made by utilizing a popular song and has forever made both one aspect of college football and “Enter Sandman,” relevant far beyond their years. How can we accomplish this same thing in our, or our client’s brand? 

Enter Sandman at Lane Stadium

By purchasing popular music and utilizing it in a way that works together with a brand identity, a company can create similar levels of engagement and brand awareness without having to do anything more than use the music purchased when promoting its brand. Additionally, by incorporating the ‘right’ music choice into a campaign, a brand can create an even more powerful identity or theme in the messaging of an advertisement. If just the song “Enter Sandman,” can strike fear into the hearts of Virginia Tech’s opponents, what could the right music selection do for an advertisement? 

How to Acquire the Rights To A Song

In order to use any music created by an artist, a company must first acquire rights to use that music in campaigns, advertisements, on social media, or generally for any other purpose than just listening to it. You can do it by answering these four questions: 

  1. Is the song copyrighted or in public domain?
    • If a song is copyrighted (which popular songs almost always are) then there are several hoops to jump through before you can legally use it commercially.
    • If a song is in the public domain, then you can legally use that song commercially.
      1. Public domain is when a song can be used by the public for free, with no need to request permission for any reason 
  1. Have you reached out to the creator?
    • For popular music, there are generally multiple people involved when creating a song. It is important to reach out to all of them!
  2. How much are you willing to pay?
    • There is no set price for a copyrighted song. The price can vary depending on the agreement. Do you want all rights to the song, or only the ability to use it for specific things?
    • You get to negotiate how much you’re willing to pay an artist. 
  1. Have you both signed the paperwork?
    • Once the negotiation is completed and both parties are satisfied with the agreement, contact a lawyer to make things official. 
    • Once the lawyer approves, payment can proceed and a contract can be signed. 
    • You’ve got the rights to commercially use a song! 

The Cost 

Although the cost of purchasing the rights to a song can drastically vary, it generally depends on two factors. 

  1. How popular the artist is you’re working with? 
  2. How much potential does that song has to make money?

For example, Bruce Springsteen made a deal with Sony Music and Sony Music Publishing to sell several master recordings of unreleased work and his publishing catalog for $500 million in December 2021. Another example would be when Hipgnosis (a song investment company out of the UK) paid an estimated $150 million for fifty percent of over 1,000 songs written by Neil Young in January 2021. 

When looking at purchasing the licensing of one song, that too can vary. Generally, you can purchase the rights to use a song commercially from an unknown or smaller artist for anywhere between hundreds to thousands of dollars. In bigger deals, a company can choose to either buy rights to the music outright and pay a lump sum, or develop a contract where the artist gets a set percentage of the revenue generated by the advertisement in which their music is featured. 

Additional things to consider when walking through the cost of using any piece of music in longevity. How long will you use this music? How many times will it be played? Across how many platforms? These questions come into play when writing up contracts and are things for both parties to consider before writing up a contract and agreeing on payment. 

The Pros, Cons and Example 

Now that you understand how music licensing works and how a brand can acquire the rights to commercially use music, let’s determine if the “juice is worth the squeeze,” or if all of this work is worth it. In this example, we’re going to choose Harry Styles’s song “Music For A Sushi Restaurant” and determine the pros and cons of using his song in an advertisement. 

Harry Styles

Pros:

  • Harry Styles has over 101 million social media followers on Instagram, Facebook and Twitter combined.
  • His song “As It Was” remained in the Billboard top hundred for 15 weeks. He is the second longest-reigning artist to hold a space for that long.
  • “Music For A Sushi Restaurant” was eighth on Billboard Top one hundred for 13 weeks.
  • International recognition of advertisement due to relation with an internationally recognized artist and song.
  • Opportunity to positively promote the brand with a celebrity who is generally loved and held with respect and admiration in the public eye. Less concern with scandals or PR emergencies. 

Cons: 

  • Purchasing rights to his music would be a complicated and expensive process.
  • Depending on the content of the advertisement or brand, fans might be hesitant to support it regardless of music and celebrity association. Example: the infamous Pepsi commercial with Kendall Jenner, or their “Brown Sugar” commercial.
  • The production of the advertisement can leave the brand in the red if the campaign does not succeed.
  • The song may not connect with the messaging goal or overarching brand idea for the advertisement or campaign. 

It is important to keep the brand and idea in mind when selecting music. Even the most famous song that does not conceptually connect to the brand and the idea could end up being a complete waste of money. An example of this can be found in the 1990 Pepsi TV commercial “Brown Sugar” which featured the song “Brown Sugar” by The Rolling Stones. This commercial features a fly singing “Brown Sugar” after drinking Pepsi in a very high-pitched voice. Many comments call the advertisement “disturbing” or “confusing.” The selection of this song might have been the correct choice for the specified target audience, but the way in which it was connected back to the brand or conveyed to the audience was not successful. 

There are, however,  several benefits to aligning your brand or campaign with a piece of music. Ultimately much of a brand’s association with the music will depend on how it is used, in what setting and how often it is played. Apple does a great job of using many different types of popular music in their advertisements, such as using Payday’s “Big Boy” in the iPhone 14 reveal – a song that a Gen Z target audience would know and enjoy. 

If the goal of any brand is to stay relevant, then using music that connects with its target audience is crucial. By having a brand associated with a song, the two become one and the same and the audience will come to enjoy the brand just as much as they enjoy the music. In knowing this, we can come to the conclusion that purchasing rights and working with popular musicians is beneficial for growing and developing a brand identity and staying relevant in the eyes of the brand’s target audience. There are millions of songs to choose from, and more are being made every day. If a brand can create the same excitement that Lane Stadium gets for the Hokies, then it will stay relevant for decades to come. 

Sources:  

By Jillian Peyton

Establishing a unique, memorable brand is not easy in today’s highly competitive market. The media landscape is evolving daily, and creative teams struggle to match the pace of change while maintaining a unique identity that matches their brands’ identities.

All the while, brands trying to emulate the latest trends risk being outperformed by competitors with similar messaging. For real success, a brand must outwit, outsmart and be more imaginative than its competition. On top of that, a brand must beat others to the punch. 

According to a study by The Center for Generational Kinetics, Gen Z, consisting of those born between 1997 and 2010, is the most “Internet-dependent generation,” and therefore, the generation with the most exposure to digital media. Understanding the latest trends is second nature for Gen Z, which has unbeatable expertise in the ever-changing media landscape.


“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

 – Seth Godin


How Gen Z Can Help Your Brand

Because of Gen Z’s youth, you may hesitate to trust them with the fate of your brand’s success. However, Gen Z is the first generation of true digital natives, and those with an interest in marketing and communications have the potential to revolutionize your brand’s image.

Having always grown up with the Internet and social media, Gen Z is accustomed to the constant development of new media platforms and shifting consumer expectations. Gen Z is already known to quickly adapt to new social media trends and corporate social responsibility expectations.

Social Media Trends

Gen Z is familiar with all social media platforms, including Facebook, Twitter, YouTube, Instagram, Snapchat, TikTok and BeReal. As social media platforms come and go, Gen Z quickly adapts and creates engaging content.

For consumers to be receptive to brands, creative teams must recognize social media’s capability to bridge the gap between brands and consumers. Gen Z appreciates this element in their own targeted messaging, and according to Sprout Social, Gen Z hopes to “interact with brands beyond the storefront.” 

Recognizing the need for brands to connect more with consumers on a personal level, Gen Z marketers only beginning their careers have already implemented this strategy in their content, simultaneously affirming their undeniable creativity. 

For example, Duolingo, an app for learning languages through self-paced lessons, has a TikTok account managed by Zaria Parvez, a Gen Z marketer who graduated in 2020. Duolingo targets Gen Z consumers through its TikTok, and its content distinguishes the brand from competitors through humorous (and unhinged) videos.

As of October 2022, Duolingo’s TikTok has 4.9 million followers, and the account has earned more than 97 million likes. None of the brand’s competitors, such as Rosetta Stone (430 TikTok followers) or Babbel (22,300 TikTok followers), distinguished themselves in such an organic, creative way that ignited consumer engagement and interest.

By choosing Parvez to manage its TikTok, Duolingo recognized the potential of a Gen Z marketer to creatively revolutionize its brand and help it stand out amongst competitors.

Corporate Social Responsibility

People of all ages expect brands to engage in authentic corporate social responsibility. In response, brands like Patagonia have increased their efforts to improve sustainability and support underserved communities.

According to public relations firm Edelman’s research, 70% of Gen Z is involved in a social or political cause. Across the globe, Gen Z has been at the forefront of political activism, including movements such as March For Our Lives and School Strike for Climate.

Gen Z is passionate, unafraid to stand up for its beliefs and can emphasize your brand’s dedication to social responsibility and change through actionable and authentic means.

Some companies may be wary of the possibility of invoking criticism by establishing the social responsibility important to their brand; however, in the long run, people remember actions better than words. Allowing Gen Z to align your brand with the company’s most meaningful causes will essentially be both rewarding and unforgettable.


Next Steps: Trust Gen Z to Make Your Brand Remarkable

We know trusting young advertising and public relations professionals with your company’s image can be daunting, but the outcome will surprise you.

Your company needs the support of a team who truly understands the shifting intricacy of the media landscape. Gen Z not only understands change, but they thrive with it. Without missing a beat, Gen Z can learn how to succeed with any new media platform and connect with your audience by understanding their most important needs.

Creative teams worldwide are trying to accomplish the same goal for their brand, making it increasingly difficult for any brand to catch the public’s interest. Simultaneously, the public is growing increasingly distrustful of any brand messaging, instinctively ignoring most brand messaging they encounter.

Gen Z understands this mindset, and they can easily distinguish between authenticity and baseless promises. Further, Gen Z is the first generation of true digital natives accustomed to constant change, innovation and shifting consumer expectations.

Because of this, Gen Z understands worthwhile content, and they know how to produce and deliver it through your brand in the best possible way. With so many competitors seeking the same outcome, Gen Z’s unmatched confidence and creativity are priceless.

By allowing Gen Z to take the reins, your up-and-coming brand can undergo a positive transformation, cutting through the noise of competitors and catching the eye of your audience.

By: Sarah Frate


As social media marketing (SMM) continues to grow, companies are constantly adapting their strategies and tactics to maximize consumer engagement. SMM provides companies with an extremely convenient and effective way to attract both new and existing customers. 

The most commonly known SMM activities involve posting images, videos and text updates that promote audience engagement. However, the popularity and relevance of each activity are constantly changing and adapting. That’s why it’s important to constantly reevaluate your content mix. 

As we all know, the one thing about trends is that they’re constantly changing. If you were to ask marketers a few years ago, no one would have predicted that Tik Tok engagement would vastly surpass Facebook or that QR codes would make a large comeback. That’s why I’ve compiled a list of SMM trends to keep an eye out for in 2022.

Tik Tok Marketing 

In today’s social media world, Tik Tok is the most downloaded app on Android and IOS cellphones and other electronics, dramatically surpassing other social media platforms. The growth of this app has drastically increased since its emergence in 2016 and does not appear to be slowing down any time in the near future. 

Key facts from Sprout Social:

  • 1 billion active users monthly
  • 90% of users go on the app daily
  • 69% of American teenagers are on the app

Also, Tik Tok states that approximately 47% of the app’s users have purchased products seen on the platform. The company added that 67% of its users “agree that TikTok inspired them to shop even when they weren’t looking to do so.”  Sprout Social

Looking at TikTok’s large audience base, marketers can use this platform in order to effectively increase their consumer engagement. For example, a company could collaborate with a well-known influencer to endorse their product/ service to their followers.

Creator economy

In our society today, the average consumer sees between 6,000 – 10,000 advertisements daily. Marketers can make their company stand out from the rest by having a creator endorse their good or service on their social media platform, where they most likely have a large fan base. 

Social media creators/influencers have a huge impact on consumers’ purchasing decisions. Because of the extremely large creator economy, the industry is predicted to reach $13.8 billion (blog.hubspot.com). Marketers can use the size of this industry to their advantage by incorporating social media creators/influencers into their content strategies.

According to The Voice of Marketing, “content creators are mini agencies.”

social media statistics hootsuit

Rise of social commerce

Another trend marketers should look out for this year is social commerce. This is the buying and selling of a good or service directly from a given social media site. 

The Harris Poll conducted a survey with 250 business directors and over 1,000 American customers to gain a deeper insight into how they use social media platforms as well as how it can impact a company. Here’s what they found:

  • 91% of the business directors surveyed predict that their organization’s budget allocated for social media marketing will increase by over 50% within the next three years.
  • 77% of American consumers surveyed stated that they are more inclined to give a company their business if they have a positive experience with them on social media.
  • 85% of business directors believe moving forward, that data collected from social media will soon become a central source of business intelligence for companies. 

Additionally, the survey concluded that 80% of participating consumers believe that companies are able to create brand familiarity when they market their products or services on social media platforms.

Social media data is the new wave of digital evolution in the marketing world. As you can tell from this insight, the number of social commerce consumers has been on a steady uptick since 2019 and shows no sign of slowing down. 

chart of social commerce trends for US social commerce buyers

Social audio strategies

The appearance of audio within social media platforms is a relatively new, yet beneficial marketing tactic. Social audio is a type of social media that uses audio as its main source of communication. The most known form of social audio is podcasts which have become increasingly popular in the marketing world, but playlists are also increasing in popularity.

This newer strategy not only allows for active user participation but also provides a more in-depth explanation of the content being delivered that isn’t always supported in text. 

The most popular social audio platform used today is Clubhouse, which has approx. 10 million users, both on IOS and Android electronic devices.Types of Social Media Content 

This strategy has experienced a drastic increase in popularity since the early 2000s and is expected to continue its growth into 2022.

Numbers and Facts You Need to Know About Audio Content in 2021 - Business 2  Community

Livestream shopping and Ecommerce

Ecommerce, AKA internet/ electronic commerce, happens when a consumer buys or sells a good or service directly through the internet. The transfer of both data and money is required to carry out these online transactions

A type of ecommerce that is rapidly expanding in the marketplace today is livestream shopping through social media platforms. The decline of brick-and-mortar shopping has sparked the life of this trend since the pandemic outbreak. Sprout Social reports: 

  • 43% of Gen Z have purchased a good or service through social media platforms
  • 49% of Millennials use social media platforms to shop
  • 73% of corporations currently use social media platforms to sell their product/ service
  • 79% of businesses plan to use livestream shopping by 2025

Shoppable content is extremely beneficial for companies to quickly expand their customer base and increase revenue. 



Sources

https://sproutsocial.com/insights/social-media-trends/

https://blog.hubspot.com/marketing/social-media-predictions-2017

https://www.socialmediaexaminer.com/social-media-marketing-trends-for-2022-predictions-from-the-pros/

By: Noah Coby


Person with long pink hair and bright orange makeup. They are wearing a black shirt with orange flames and an orange skirt
Phoenix a la Ball

Hi, my name is Noah and I am a drag queen, Phoenix a la Ball

Recently, I was asked by someone “What is the weirdest overlap between drag and advertising?” This question started what I like to call “The inevitable crash of advertising ideas into my drag career.”

I have mentally gone over these ideas countless times at night lying in bed, wondering “What music would most generally appeal to the audience I am going to perform to?” and “Who even is my target audience in drag?“ 

I eventually found answers to my questions, elevating my drag, but I also noticed some things or even ideas that may be missed in your advertising class. Here is what I have learned being a “Dragvertising” professional.

So, what is drag anyway?

Two years ago, if you asked me what drag was, I would not have been able to give a concise answer. Now after being a drag performer for around one year, I have gained a better understanding of drag as art.

Drag is essentially an amalgamation of art media. It generally refers to performers that use their appearance, gender expression and performance to entertain an audience. Some mainstream drag artists include RuPaul, Trixie Mattel and Violet Chachki

If you feel lost in a sea of words you don’t understand, more basic information on drag can be found in this Masterclass Article, which details exactly what drag is and how it came to be in today’s culture. 

Where advertising and drag collide

The cosmetology skills, sewing and music are all art and are among the more obvious skills required to have drag be a career. The unassuming skills are ones that as an advertising student, seem obvious to me. Differentiation is one of the first techniques I realized could benefit me, and I began finding what seemed to be missing from the start. In the drag world, being similar is one of the dualistic aspects of drag. It can be helpful with inspiration and technique, but it also diminishes your identity. Drag is an art form and artists draw inspiration from one another. 

So, in this world where no idea is completely original, how do you stand out? In advertising, the next step is called a SWOT analysis. It evaluates strengths, weaknesses, opportunities, and threats. Within drag generally, you would begin by observing the environment you perform in. This is less of a formal process. It does however include many of the same thought processes. It involves evaluating much more loose and unresearched areas, and a certain degree of listening to your audience. 

Person with brown curly hair wearing a long dress with orange and brown leaves, standing in a kitchen

Personally, I noticed a lack of technology use within the Morgantown drag scene. I also noticed the lack of representation of the 2000s childhood experience. Taking these two ideas, I used my skills in audio editing, and created a performance number to music from many of the shows that filled my childhood. On the night of the show, after the performance, I was walking around speaking to people. Many of the comments were on the music choice and its editing, and how they felt nostalgia from it. I realized then I had made a step toward setting myself apart from my “competitors.” One of the main takeaways from this experience that I can now see being useful in advertising is the power of diversity. Someone without my experience could have never created something that resonated with those people, and so the power of having multiple viewpoints lies in the variety of stories you can tell.

The bottom line…

While differentiation is the only topic I spoke about, there are numerous more lessons and ideas I have garnered from working within both the advertising and drag spaces at once. Here are just a few more to consider that mean the most to me. 

  • Being able to design your own assets is invaluable. I create posters for my haus’ performances, as well as edit pictures we use in them. (Examples below)
  • The creative process is the same, so once you grasp it, it is universal. Once you find your method, try applying it to all aspects of your life. 
  • You will never please everyone, just like you can’t target everyone in advertising. Some people will not enjoy your work, but as long as your technique and execution are good you are fine. 

By: Cheyenne Oakes

Most of my knowledge of public relations came from seeing flashy campaigns on television and social media that included athletes, celebrities and influential figures.When I first became interested in public relations in high school, I was unsure of all the opportunities within different sectors of the communications industry. Throughout college, I have learned more about public relations and have quickly realized that I want my future work to have a meaningful impact on lives. After experiencing my own health challenges beginning in the summer of 2020, I developed a deep passion for patient advocacy and began looking for ways to combine my love for public relations with my interest in improving the patient care process within healthcare. Through discussions with mentors and peers, I learned of healthcare communications, but quickly became aware that many students are unsure of how public relations fits into the healthcare sector and what opportunities there are for young professionals within the sector.

What does public relations in healthcare look like? 

Every kind of business needs a public relations strategy in order to effectively communicate to its audience. The healthcare sector is no different. Whether it be hospitals, long-term care facilities or pharmaceutical companies, they all utilize public relations to promote their product or service. And for many businesses within healthcare, the goal of effective public relations is to benefit the patient. 

Public relations within healthcare, also known as healthcare communications, is the use of communication methods to educate an audience on health issues or to promote services and products by a business such as a hospital or pharmaceutical company (Communications Strategy Group, 2021). Although traditional communications methods such as press releases and social media are often used to reach audiences within healthcare, public relations campaigns within this sector are much more likely to have a direct impact on audiences’ health and well-being compared to other sectors (Communications Strategy Group, 2021). Examples of public relations material within the healthcare sector include campaigns to raise awareness for certain conditions or diseases, hospital or health facility material to help prepare patients and families for upcoming stays, surgeries or procedures and traditional press and media releases by health businesses for announcements and crisis communications. 

Take a look at the examples below of two different health communications campaigns from the Lupus Foundation of America and the Ad Council in partnership with the American Medical Association and the Center for Disease Control and Prevention that include materials to raise awareness for lupus and prediabetes, respectively. These campaign materials use traditional public relations tactics such as grabbing the reader’s attention with graphics and text hierarchy to inform the reader of potential symptoms of lupus as well as tips for reversing prediabetes. 

Campaign material from the “Be Fierce, Take Control” campaign created by the Lupus Foundation of America. (Image via Be Fierce, Take Control)
Campaign material from the “Do I Have Prediabetes” campaign created by the Ad Council, the American Medical Association and the Center for Disease Control and Prevention. (Image via, Do I Have Prediabetes)

The healthcare campaign below created by the McCANN Paris Agency in partnership with Spinneys Supermarket, the American University of Beirut Medical Center and the Lebanese Breast Cancer Foundation aimed to educate Lebanese women on how to perform a self-check breast exam by using the traditional techniques of baking bread. In Lebanese culture, women traditionally do not openly talk about their bodies, so the “Bread Exam” campaign strove to educate women while also remaining culturally aware. The campaign went viral on social media and was covered by several international media outlets. This campaign used traditional and non-traditional communication methods to help educate and raise awareness for breast cancer. 

Campaign video from the “Bread Exam” campaign created the McCANN Paris in partnership with Spinneys Supermarket, the American University of Beirut Medical Center and the Lebanese Breast Cancer Foundation. (Video via, Little Black Book

How does healthcare communications benefit patient care? 

The ultimate goal of healthcare communications is not only to help businesses and companies succeed but also to benefit and improve patient care. One way this has been accomplished is through increased choice for the patient which can be communicated through health facilities’ social media channels.

In the “The In-Demand and Demanding Career of Healthcare Communicators” panel hosted by the West Virginia University Reed College of Media Integrate Online program and the West Virginia University Public Relations Student Society of America, Marketing Consultant at the University of Cincinnati, Maddie Ernst, explained the importance of health facilities using social media to effectively communicate to patients.

“We’re trying to increase awareness of these centers, really educate, on who we are and what makes us different, and really what makes us different is that academic piece,” Ernst said. “And then, how do we portray that on social media when it can be really technical.” 

Ernst shared that patient stories and testimonials communicated through social media channels can be effective when health facilities are trying to reach potential new patients and ease the stress that may be associated with trying to choose the right doctor and facility for the patient’s needs. 

“That’s like one of the biggest ways to kind of just talk about what makes us different and take such technical research terms and technologies and have it spoken by a patient,” Ernst said.  

What are the benefits of a career in healthcare communications for young professionals? 

While healthcare communications is a fast-growing sector of the communications industry, many students and young professionals are unaware of its benefits and how they can become involved. 

Panelists from the “The In-Demand and Demanding Career of Healthcare Communicators” including Ernst; Senior Account Executive at FCB Health, Maya Tretheway; Marketing and Public Relations Director at Boone Memorial Hospital, Karlie Price; and Director of Marketing and Communications at West Virginia University School of Public Health, Nikky Luna shared their experiences of working in healthcare communications and the benefits it has as a career option for young professionals. 

Each panelist works in a different style of healthcare communications including agencies for pharmaceutical companies, teaching hospitals, local hospitals and public health education. They shared that working for an agency consists of busy days with lots of deadlines, but also offers a chance to work on many accounts simultaneously. Panelists working for hospitals also shared the rewarding aspects of getting to tell patients’ stories through their work as well as sharing the constant innovations being made by healthcare professionals every day. All panelists agreed that working in healthcare communications has allowed them a career that feels bigger than themselves and offers them the opportunity to change lives. 

Throughout the event, panelists emphasized that students do not need a strong background in healthcare in order to work in healthcare communications. Having the foundational skills of any communications professional such as writing and storytelling, as well as being open-minded and always ready to learn will help young professionals interested in healthcare communications create a solid basis for their career. 

Although many students may be unaware of how public relations fits into the healthcare sector, the job opportunities offered by healthcare communications are vast and rewarding for young professionals. From traditional agency roles to in-house work for hospitals and health care facilities, the jobs within healthcare communications offer extensive opportunities for beginner public relations professionals to gain experience within the field while having a meaningful impact on the lives of patients. Working in healthcare communications does not require a strong background in healthcare-related fields and by using the foundational skills of any communications professional including storytelling, young professionals can connect with patients in order to improve the healthcare system for all. 

Personally, I believe healthcare communications provides one of the best opportunities to use the skills I’ve learned in public relations strategy to make the world a better place. My hope is that more young public relations professionals become aware of healthcare communications and all that it has to offer, for the professional and for the patient. 


References 

Ad Council. (n.d.). Helpful lifestyle tips. Do I Have Prediabetes? Retrieved March 14, 2022, from https://doihaveprediabetes.org 

Communications Strategy Group. (2021, Oct 12). Healthcare public relations: Ultimate guide to PR in a pandemic. https://wearecsg.com/healthcare-public-relations-ultimate-guide-to-pr-in-a-pandemic/ 

Little Black Book. (2021). The Bread Exam. https://www.lbbonline.com/work/53608 

Lupus Foundation of America. (n.d.). What is lupus? Be Fierce, Take Control. Retrieved March 14, 2022, from https://befiercetakecontrol.org

West Virginia University School of Medicine. (2020, Jan 28). WVU Heart and Vascular Institute named Gold Center of Excellence for cardio-oncology program. WVU Medicine News. https://medicine.wvu.edu/News/Story?headline=wvu-heart-and-vascular-institute-named-gold-center-of-excellence-for-cardio-oncology-program_0 

[WVU Marketing Communications]. (2022, March 10). The in-demand and demanding career of healthcare communicators. [Video]. Youtube. https://www.youtube.com/watch?v=mlULpAsSIVA 

WVU Medicine. (n.d.). Preparing for your test. J.W. Ruby Memorial Hospital. Retrieved March 14, 2022, from https://wvumedicine.org/ruby-memorial-hospital/services/wvu-specialty-clinics/radiology/preparing-for-your-test/ 

By: Sophia Hudanich


Owning a camera phone means you’re a photographer- well not really. An abundance of selfies and quick snapshots fill social media pages— killing the creativity behind photography. There’s a lack of individuality between pictures. Taking a scroll through Snapchat during a beautiful day means you’re going to see hundreds of sunset pictures being posted— all pictures of the same sunset and no meaning behind the photo. A photographer would ask how they can create a compelling picture of the sunset that is different than one you can find online. 

“It’s not enough to just own a camera. Everyone owns a camera. To be a photographer, you must understand, appreciate, and harness the power you hold!”

– Mark Denman
“Storytelling in Street Photography” by Andrej Zwitter (Image via IMDB)

Taking a step back and learning from previous photographers can help increase individualism in pictures. Even without owning a high-quality camera, there are still steps you can take to add creativity to your pictures. Take Andrej Zwitters as an example. Zwitter Focuses on “Street Photography”  and has created engaging stories from pictures that you might have passed by without noticing.

Step 1: Find your inspiration.

Before you even pick up a camera write down what story you want your photo to tell. Take time to brainstorm before you start your photography journey. The way you capture the world should be unique to you. There are multiple ways to capture a picture. Looking through past photographers’ work for inspiration could be the edge you need to create storytelling images. 

Different steps you can take for brainstorming for the perfect image: 

Creating a Pinterest board dedicated to your photography inspirations is a great way to start your photography journey. You don’t need to only add different pictures to your vision board. You can use artwork and a different aesthetic to your board. 

Start to journal! Anytime you see something that inspires you, write it down. There is no such thing as a bad idea. 

Try adding the first two brainstorming ideas together. Group your ideas and imagery inspirations together by theme. Then you’ll be prepared to create powerful images.

Step 2: Stop taking random pictures: Notice the little wonders

Snapping a picture of the beach to post to your Instagram page is not going to make you a photographer. Try taking a step back and looking for a story to tell. Find something that stands out from the rest of the beach pictures you’ve seen online. Whether it’s a bird eating a bag of chips on the sand or your friends playing a game in the ocean. Take a second to process what you are seeing, and decide what you are trying to tell from your pictures.

GOOD VS BAD 

Think about how the image on the left makes you feel in comparison to the one on the right. 

The image on the left was shot on a digital camera while the one on the right was taken by me on my iPhone. The image on the left uses lighting to their advantage while the image on the right, taken by me, didn’t take them to consider different values. The second image doesn’t have the same effect as the first image. You can tell the photographer on the left took their time to capture a compelling shot. The one taken by me lacks a storyline.

Step 3: Step outside of your comfort zone. 

You now have inspiration. You understand how lighting can create a storyline in your photos. Now it’s time to challenge yourself. If you like taking pictures outdoors, ask yourself how can I make this interesting? Photographers are always taking chances. Try to push yourself and take pictures of something that wouldn’t have caught your attention before. Push yourself to stray away from mainstream media’s idea of social media-worthy images. Photography should challenge you. 

Photography is an art form where people can showcase their creativity, talents and unique ways they view the world. Camera phones are taking away the patience, planning and precision behind capturing the perfect snapshot. Photography is up for interpretation, but don’t let the camera phone kill the creative process behind photography. Using a camera phone will only destroy photography if you let it.

By: Madison Kelbaugh


(Trillion Creative, 2019)

So, what exactly is a social media algorithm? Let’s start from the beginning, previously all social media platforms were organized in chronological order by time, most recent to oldest. Social media marketers and social media users who were used to this found their posts became lost and engagement activity was significantly decreasing due to the old algorithm patterns. Fast forward to now, and smart AI technology curates the algorithm by organizing posts that are most popular and in relation to posts you’ve interacted with. Unfortunately, the algorithm can work against you or your business when it comes to reaching your audience without the right tactics. 

After putting it into this perspective the algorithm seems easy, right? It’s almost so simple that it’s complicated.

What you want: To be seen, follower relationships and engagement.

What you need: Understanding of the algorithm, consistency, content and relevancy.

Do you want the algorithm to work for you? Follow along for tips and tricks on how to beat the algorithm on the most popular social media platforms.

Understanding the algorithm

Let’s dive into what we know about the algorithm on the two most popular social platforms: Instagram and TikTok Although there is no blueprint to exactly what the algorithm is on these platforms, I did the research for you to find what we know about the algorithm this year. 

Instagram:

Stories and Posts- This is what you first see when you open your Instagram app. Instagram stays true to its roots by putting your friends and family’s posts and stories first before you see an ad. The first stories and posts you see right now are because of the post information, information about the poster, user activity and interaction history. To dive further the Instagram algorithm even predicts how long you will spend looking at the post, liking, commenting, clicking on the profile or sharing. 

Explore page This was created to find new posts or accounts to follow and interact with. On your explore page right now Instagram chose a cluster of posts you would be interested in and arranged them because of post information, interaction history, user activity and information on the poster. 

Reels- The main goal of Instagram Reels is to entertain, that’s why the reels you see are from those you do not follow. Just like with posts Instagram posts Reels that they predict you will engage with from your user activity, interaction history, reel information and information about the poster. 

What the Instagram algorithm will remove: 

  • Misinformation
  • promoting unethical content
  • political topics
  • low quality 
  • watermarked Reels

What the Instagram algorithm wants:

  •  Reels! Because Instagram wants  to grow its Reels you can use this to your advantage. Keep your reels short, fun, and entertaining to gain high engagement. 
  • Timing is crucial, if your post doesn’t gain high reactions at the first moment the content is posted, it will not gain anymore. Therefore, you should post your content when your target audience is most active on Instagram. You can find this by using analytics.
  • Create interactive stories. This is a shortcut to get people to interact with your story and the algorithm notices high engagement and will place the stories you interact with most at the beginning of the story line up. 
  • Encourage followers to comment or ask a question to gain more comments. Comments are reactions and the algorithm will notice a post receiving multiple comments. 
  • Use popular hashtags. Hashtags give insight to the platform on what content this post has. Using popular hashtags will give you a greater reach to others who are interested in the hashtag. 

    (Shatanjeev, 2022)

TikTok

The TikTok algorithm places videos on your “For You” page that you would be interested in from many different objectives. What TikTok’s algorithm avoids are duplicates, videos you have already viewed, spam, and unethical or inappropriate content. And TikTok does not base the videos on your For You page on the high number of video views or a content creator’s followers. If a popular video is on your For You page it is because you have been interested in similar content prior. 

What the TikTok algorithm wants:

  • Go pro! Switching to a TikTok pro account will let you see your insights on your posts and who your target audience is. The upgrade will give you the tools for improvement on how to create the right content your audience is interested in and when to post.
  •  Find your community. Everyone’s For You page is made up of mostly one topic you are most interested in. Find what subculture your content relates to and join that community. Finding a community of others who are interested in your content will help you to gain brand loyalty, more followers, and credibility. 
  • Like Instagram, you need engagement within the first moments after posting. Grab your users’ attention at the beginning of the video and keep your videos short and straight to the point. 
  • Don’t forget about captions. TikTok gives you 150 characters which is short enough to give a quick reason why users should watch your video, or create a reason for people to comment in the comment section, ethical of course.

The bottom line

You can implement all of these tactics but consistency is key. Staying on top of the algorithm will get you the recognition you want for your personal brand or business.

By: Lauryn Lubecki


Ever wondered the differences and similarities between working for an individual client versus at an agency? Here at the Martin Hall Agency, we’ve been pondering the same question as many of our account representatives are rapidly approaching graduation. In an attempt to learn more, I interviewed a few amazing pros that offered us some great insight.

Before we dive into their answers to my questions, let me introduce you to our pros. On the agency side, I spoke with Nicole Andino, a Marketing Coordinator for PAN Communications, and Merritt McNeely, Executive Vice President at Flock and Rally.  To learn about the client-side, I talked with Madison Cavanaugh, a Demand Generation Specialist at OneTrust, and Hannah Cebula, a Branded Content Specialist at Audi of America.

Each of these impressive professionals were all asked direct questions involving perks to their jobs, their frustrations and what best prepared them for their roles. Read on to learn more about agency life and client-side work. 

Agency vs. Client: Best parts of the job

What is the best part of your job? 

Agency employees shared that what was more important to them was working for an agency that puts their employees’ mental health first and being able to work on multiple projects at a time. While client-side pros felt that the best part of their job is the relationships with coworkers that allow them to create great work for their brands. 

Nicole Andino: “I’ve chosen an agency that puts people first, that is most important in searching for a job. Agencies do not need to be cutthroat, they need to care about people so I am fortunate I found one that does care about their employees well being.” 

Merritt McNeely told us, “I have a very awesome job, from an agency standpoint, is the ability to work on so many different projects and clients. We do integrated marketing communications for all different types of companies. The diversity of work from the agency setting is exciting.” 

Madison Cavanaugh shared, “I get to work with the same group of people day in and day out, so I get to build closer relationships with them. Being able to grow stable relationships with no delay in communication is a huge perk.” 

Hannah Cebula indicated that, “I am surrounded by a team of people who want to produce beautiful work for our brand and to have fun while doing it. I work specifically in content production, so any time we’re on set for a production I feel like I have the best job in the world; and it’s so satisfying when we see the end product that our teams are able to bring to life.”

Agency vs. Client: Work Culture

Do you enjoy working for multiple accounts at once? 

Both agency employees agreed that their workdays look different every day. There is always a new project to be working on. 

Here’s what they expressed:

Nicole Andino explained that,  “My favorite part is not having the same kind of day any day of the week. My job is always fresh and never boring. There is always something to do.” 

Merritt McNeely stated, “Yes! It keeps things interesting. What makes things tough is for content creators to switch clients so quickly in creating content and switching tone and voice. Each client is different.” 

Do you enjoy working for one client at a time? 

Both Ms. Cavanaugh and Ms. Cebula enjoy working for an individual brand. They both stated they like being able to focus on one brand. 

Madison Cavanaugh stated, “Working in-house in house, my clients are products. I sell the products and use internal branding to do it.” 

Hannah Cebula shared with us, “I love it! Working for one brand at a time isn’t everyone’s cup of tea, but it sure is mine. The brand I work for keeps me busy enough that I couldn’t imagine adding another brand to the roster.”

Agency vs. Client: Prior Experience

What do you feel best prepared you for your job (other experiences in your education, internships, etc?) 

Andino felt that PRSSA was helpful in making the connections she needed in the professional world. McNeely stated that hands-on real-world experiences were what she found most valuable in her development as a public relations professional. Cavanaugh worked within multiple internships at WVU while in school here, whileCebula worked in a year-long internship in Washington D.C. which ultimately led to her job now. 

Nicole Andino said, “I was a part of the Public Relations Student Society of America, that was a fun way to start meeting people in the industry. Having a mentorship type of relationship with a professor in at least one course is important, too. My capstone course changed me for the better, I was insecure when I started and after getting hands-on experience I learned more than I could have asked for.” 

Merritt McNeely told us, “Definitely not my education. The real-world experience I got right out of college prepared me. I was put in a leadership role immediately and had to adjust quickly. I am more likely to hire someone based on jobs or non-paid or paid internships.” 

Madison Cavanaugh said, “I was a Martin Hall Agency student, and a teaching assistant for Public Relations and Advertising Writing. I did an internship at Kaiser Permanente with market research and analytics. I was also an intern for WVU Extension, where I worked on writing grants.” 

Hannah Cebula explained to us, “I was lucky enough to start with my company fairly early on in my career. I graduated from WVU in 2016 and had a year-long internship with a tech association in the DC metro area working on their annual international trade show. My current employer was a member of the association, and because of that connection and my internship, they recruited me to be a content coordinator on their newly formed internal agency on their marketing team. I’ve been with them since 2017, and I’ve gotten to work in several different roles on their marketing team.”

Agency vs. Client: Frustrations

What are some frustrations you have in working for an agency? 

Andino stated that working with many different types of personalities can be daunting at times. McNeely explained that sometimes a lack of preparation on the client’s end can be challenging to overcome. Both Cavanaugh and Cebula explained frustrations that all related back to the overall communication in working for one brand. Marketing teams are large for bigger brands and therefore connecting with everyone can be challenging. 

Nicole Andino explained, “Working with all different types of people. You have to be direct, stay professional, and work with many different types of individuals. Knowing how to communicate your needs to your clients but know your boundaries at the same time.” 

Merritt McNeely expressed to us, “The client’s lack of preparation always constitutes an emergency on our side. It does not always put us in the most fair position because the end goal is obviously to please clients.”  

Madison Cavanaugh explained, “After graduating I worked on a really small team where I was one of three people. I dabbled in many areas of marketing because of how small the team was, then I moved to the company I’m at now, where there are 60 people on the marketing team. Because there are so many people working on the same product or for the same client, communication is hard. Overall, lack of communication on a larger team is a frustration.”

Hannah Cebula said, “My frustrations don’t come from working on one brand, but rather the complexities that come with working for an international brand, and I wouldn’t necessarily call them frustrations. There is an added layer of checks and balances that have to happen when working for an international brand – our global headquarters sets the global strategy, and we have to adapt the strategy to be successful in the US market. Ensuring that everything we do works in tandem with the global strategy, as well as our own market-specific strategy, can get very stressful. But that’s the reason I love working for my brand – I still have a fast-paced, ever-changing environment to work in while not having to split my attention between multiple brands.”

Do you feel overwhelmed in working for multiple clients at one time? 

Both agency employees felt that working on multiple accounts at once is stressful and overwhelming. 

Nicole Andino said to us, “At times yes. There are boundaries and balances that you need to learn how to manage in order to not be overwhelmed.” 

Merritt McNeely explained, “Oh yes, absolutely. Oftentimes it was because of the unknowns. When I worked on multiple clients, it was the most complex clients in our agency. What makes it most difficult is when someone has an emergency. Agreeing to a rush job with a client is difficult.” 

What do you think are common misconceptions about working for an agency? 

Andino felt that new graduates looking for an agency to work for occasionally feel they may not have a voice in their agency. McNeely stated that clients commonly think an agency has one template to follow in regards to producing consumer engaging content and that agencies typically take an individual approach toward every client they are working with. 

Nicole Andino shared with us, “Definitely that for recent graduates looking for jobs is that you do not have a voice. You should not have the mindset that you have to work your way up to receive respect.” 

Merritt McNeely indicated, “That we charge a ton of money to crank out templatized work to clients where we give a product that is not customized. A lot of agencies are that way, but we do pretty customized work.” 

Do you believe a benefit of working for one client is how deep you can dive into your work?

Both client professionals agreed that a great part of their job is that they can dive into their work deeply and have an in-depth understanding of their company. 

Madison Cavanaugh indicated, “Definitely because you can focus solely on that client or on that product. It gives the opportunity to give more of a whole approach to things.” 

Hannah Cebula shared with us, “Absolutely. I work in the automotive industry, and I’ve gained so much knowledge about an industry I knew nothing about when I started. All my focus is on this brand and how we can succeed in every project we work on. Automotive is one of the most complex industries to work in – at least from a marketing standpoint – so it’s a necessity that I keep my focus on our brand and our goals in order to ensure we reach them.”

Do you feel in working for one client you are hyper-focused on digital marketing? 

Cavanaugh stated that all she does is digital marketing so she does feel hyper-focused on it. Cebula said that she does not feel hyper-focused on digital content because she does not always approach a new idea with the preconceived notion she will have to use digital marketing. 

Madison Cavanaugh stated, “All we do is digital marketing, so yes. COVID-19 changed the way we market things, so especially after the pandemic, everything became digital.”

Hannah Cebula explained to us, “Thankfully, no. My focus is on brand and retail creative advertising, so part of my job is finding the right channels to push out the creative content. A lot of times that is through digital tactics – and I’m looping social media under digital with that – but sometimes the best channels for our creative are regional TV buys or email campaigns. Digital marketing plays a very important role in the marketing mix, but I never approach a project thinking that it must live through digital marketing. If that’s what makes sense for the project, then we’ll use it.”

Overall, all pros have very similar answers to each question. Agency employees seemed to value how their agency treats them and how varying their work day life is. The hands-on experiences that they are able to have access to provide them with better connections within their professional lives. 

Individual client employees agree that the best part of their job is producing work that is helpful and beneficial to their brand in a creative and artistic way. Both agreed that being able to study their company in depth has aided in their ability to create content that increases sales. 

Interviewing agency and individual client employees gave me a clearer understanding of the similarities and differences in the world of public relations, and I hope after reading this, you feel the same way too! 

By: Tara Maupai


With brands increasingly involving platforms such as Instagram and TikTok in advertising campaigns, some questions arise: is social media real advertising? Would David Ogilvy, the “Father of Advertising” approve of it? To answer this question, we look at insight provided by Ogilvy and his teachings through his books, “Confessions of an Advertising Man” and “Ogilvy on Advertising.” Although Ogilvy’s work was published decades ago, his content creation principles are prevalent in modern advertising — alive and well in social media — and I’ll use his own words to explain how.   

“To stand out, you must be well defined in the minds of consumers: who you are and what you do.”

A catalyst for building a brand: While the best advertising stays true to its brand, first that brand must be developed. Utilizing social media platforms allows companies and creators to produce and build upon their personalities. For both new and well-established brands, social media is the way to reiterate those brand personas. When deciding between brands that sell or promise the same thing, consumers are going to choose the brands they feel they resonate with the most. Not only do brands market their products, but they market themselves, too. Branding arguably is what sells products more so than the products do themselves. Take Merriam-Webster for example: by taking the task of selling a dictionary (boring, as all dictionaries are) and building a personality of fun, witty, and relatable on Twitter, their account grew by over 200,000 followers in a year and is continuing to grow and maintain popularity.

 “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

Research and analytics are key: Ogilvy believed in the importance of research in advertising, including testing product and branding concepts. Audience and engagement analytics offered by social media channels Instagram, Twitter and TikTok as well as third-party tools provide developed and extensive data. This data helps brands and creators measure success as well as weak points within products, campaigns, or just overall big ideas. Knowing everything about your audience and industry before a campaign is activated helps brands be that much more successful. Comment sections, shares, replies and direct messages are also crucial, delivering direct feedback through conversations that brands and other consumers can respond and react to. 

“Unless your campaign has a big idea, it will pass like a ship in the night.”

Perfect for big ideas: Social media is a collection of big ideas shared across the globe. Campaigns can be multifaceted across many platforms at once and even the smallest of businesses can take advantage of social media marketing strategies and find success in their original and innovative content going viral. Brands often reach viral status through creating clever challenges, hashtags, essentially relating content to pop culture and tapping into the subconscious minds of consumers while presenting original and fun material. They must be able to keep up and constantly create content or they’ll fall behind in the algorithm, losing out on followers and profit. Not only does social media allow for the expression of specific big ideas within a singular campaign, but it also allows brands to express their overarching big idea, or governing brand idea, aka the GBI. Discovering the GBI sets the framework for everything pertaining to the brand: its messaging, strategies, story, promise and experience. While Ogilvy himself did not use the term GBI, he would have given it the D.O. stamp of approval, because it admirably encapsulates his entire school of thought.

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Requires compelling copy: Copywriting in social media relies on headlines and short yet persuasive writing. According to an article about attention span on social media, Facebook reported that the average attention span of a smartphone user on a social media platform was 1.7 seconds, even less than those using desktops, which is 2.5 seconds. To prevent audiences from scrolling past a post, it must immediately catch their eye. There are so many different things to look at on social media, consumers’ attention spans do not have time to read or watch something boring. A prime example of this is the moniker used on the internet, “Too Long Didn’t Read,” or “TL;DR.” Social media algorithms emphasize skilled and accessible copywriting to effectively reach and captivate the appropriate audiences, which goes beyond just cute or catchy taglines: drawing consumers in through headlines and copy takes refined strategy.

“You cannot bore people into buying your product; you can only interest them in buying it.”

Captivating visuals are mandatory: There are many different visual elements that a brand can use to become successful on social media: photography, videos, graphics, art and much more. Whereas in traditional advertising, each medium has its own set of rules. If there were to be one rule about social media, it is this: you have to be creative. Much like traditional advertising, it is distasteful and taboo to copy other brands or creators’ work. This means that visuals must be original, showing consumers something that they haven’t seen before, or in a different light. This is where photography and other artistic direction shine through on social media. To compete with other brands and creators on social media as well as draw and maintain the attention of consumers, eye-catching visual content is a must.

“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”

Drives sales on- and offline: The biggest lesson that David Ogilvy gave to the advertising industry was that the point of the business is to sell – above all. Brands use social media to not only direct consumers to their stores, website, or partnered e-commerce retailers but also use the platform itself as a marketplace to sell straight out of, like Instagram Shopping and TikTok Shopping. Showing products and services in action is a large part of advertising campaigns as well, especially when partnering with influencers. Consumers being able to witness products and services in action contribute to brand reputation and consumer trust. Within the service of selling on social media, another Ogilvy principle is ever-present: storytelling. By fusing storytelling inside advertisements, you truly appeal to consumers. Ogilvy explains this notion in an interview clip from 1985. The goal of advertising comes down to selling – while it takes hard work, just as any traditional advertising channel, social media pushes exceptional selling statistics.

Above all, Ogilvy wanted creative minds to understand this: the heart of advertising comes from understanding consumers, and the audiences you wish to reach —  grasping who they are, and why they do what they do. After accomplishing that, the possibilities are endless. You can predict what will draw them and keep them in, what they will buy, how and when they will buy it. Social media in advertising effectively embodies Ogilvy’s philosophies. So, to finally answer the question, yes —  he would undoubtedly approve of and consider social media to be real advertising.

By: Erin Daly


It’s cheap, trendy and it’s disposable. It makes purchasing clothes on impulse easy and affordable. 

What Exactly is Fast Fashion, Anyway? 

Fast fashion is the mass production of cheap, poor-quality, disposable clothing items. The clothing produced is developed rapidly and marketed fast to follow the fashion trends of our world. Due to fashion trends always changing, the clothing is produced to meet what trend society wants at that given time. 

Long train made of used clothing in front of fast fashion store H&M

An activist disguised as a Queen of Old Clothes promotes a Buy Nothing Day on “Black Friday” as part of the campaign to reduce overconsumption. The Trash Queen wears a seven metres long train made from used clothing. Greenpeace activists as trainbearers present the Trash Queen as an ambassador of the Detox our fashion campaign and call on the public to pursue a sustainable fashion lifestyle. The message on the paper bags reads: “Trendy today – Trash tomorrow”. Fuer einen verkaufsfreien Tag wirbt am “Black Friday” eine “Trash Queen” in der Hamburger Innenstadt. Ihre sieben Meter lange Schleppe aus Altkleidern symbolisiert die weltweite Menge an textilem Muell. Die Altkleiderkoenigin wirbt fuer nachhaltigen Modekonsum. Die Botschaft auf den Papiertueten lautet: “Heute Trend- Morgen Muell”.

How is Fast Fashion Advertised to Target Consumers to Make Purchases? 

Social media influencers play a significant role in promoting fast fashion, through advertising and communicating to brands’ audiences. The use of well-known style influencers who know how to properly promote the clothing and have consumers make purchases stimulates rapid consumption. Style influencers’ platforms will consist of, Influencer Shein try on haul, the brands have sent them for FREE. Making the audience to believe they will look just as good as they do in the clothing being advertised. 

Why do Style influencers promote no matter how unethical the brand is? 

A style influencer has a large social media following, creates mainly fashion content and has the ability to influence the opinion and purchase behavior with their recommendations. According to  eco-stylist, “The average style influencer can make anywhere from 30,000 to 100,000 a year promoting products on their Instagram.” Specific influencers will partner with any brand to gain cash, this means even if the brand is unethical and a big polluter of the environment.  

Take a look around at influencers’ social media posts, and you are more than likely to see more than half their posts promoting a brand. 

Here are a few style influencers that promote fast-fashion brands:

Influencer promoting H&M, Zara, and Shein on Instagram

Delaney Childs promoting Princess Polly with a 20% off code

How Important Public Relations Directors are in the Fast Fashion Industry 

Keeping the relationship between companies and consumers is the duty of public relations specialists. A brand’s public view being positive constantly creates stronger relationships and creates that brand’s growth. Fast Fashion brands including, Zara, Shein, BooHoo, H&M, Forever 21 and many more receive much negative publicity. Public relations efforts go above and beyond to protect these specific brands at all costs. Not only do public relations directors and specialists maintain a brand’s image but they also are offering positive coverage without advertising. 

What it all comes down to 

The fast fashion industry will forever keep growing and changing rapidly. The continuance of influencers advertising on their social media platforms without the concern of how unethical a brand is will encourage these companies to keep expanding their business. Individuals need to keep up with calling out brands for how unethical they are to help create changes within the fast fashion industry.

Up ↑