#UCWPUBR300 Good writing is more important than ever in public relations because AI can generate content, but it cannot replace human judgment, strategic thinking, and authentic voice.

Good writing remains essential in public relations despite AI tools. It ensures clarity, credibility, emotional connection, and strategic messaging. Strong writing builds trust, protects reputation, and differentiates brands in competitive, information-saturated environments. #UCWPUBR300

#UCWPUBR300 A kind reminder to reply a least one classmate *and* to complete your OGL 7 journal in the shell 😉

#UCWPUBR300 With the rise of AI tools, how important is good writing in public relations?

I think trust is becoming more local and personal, not global. Many people feel divided and are less willing to trust those who are different from them. Also, businesses and employers have an important role in building trust by bringing people together and encouraging cooperation. #UCWPUBR300

I really like how you translated the insights into tangible recommendations. Thanks for sharing! #UCWPUBR300

#UCWPUBR300 I got this in my inbox recently. Feel free to research the issue online. What could be the goals of this risk communication campaign? What tactics were used beside this email? Can you categorize this tactic in the PESO model? How could we evaluate the campaign? #Recall

#UCWPUBR300 Think of a brand which you follow or buy from. Take a look at their website and see if you can locate their news releases. Share one news release with us here and identify the purpose, key messages and target audience. Did the press release generate any media coverage?

#UCWPUBR300 As we said in the first class, trust should be at the heart of public relations efforts. Take a look at this year's Edelman Trust Barometer (also in the shell) and share your takeaways: www.edelman.com/trust/2026/t...

Hello #UCWPUBR300 How are you all doing this evening? Hope you enjoyed the sunshine this weekend! 🌞 #PublicRelations #BlueskyForLearning

Yes, those are great methods to consider for qualitative and quantitative results. Thanks for sharing, Ruowanying! #UCWPUBR300

#UCWPUBR300 It matters because without measuring, you don’t know what worked. Set clear metrics based on your goals and analyze results to improve

Hi #UCWPUBR300 A reminder to complete your OGL 6 journal in the course shell 😊

Good points, Roxi! What could be behavioral change look like in this case? #UCWPUBR300

A SMART objective could be: Raise $10,000 for the community GoFundMe campaign within 30 days by generating 5,000 page visits and converting at least 5% into donors through social media promotion and email outreach. #UCWPUBR300

#UCWPUBR300 You're helping raise funds for a community @gofundme.com page that is dear to you. The goal is to raise $10K. What is an example of a SMART objective you could set for the campaign? Based on that, what type of outcome should you measure?

100% agree. Evaluation also justifies the budget and the resources because without measurement PR becomes a creative activity instead of strategic management. #UCWPUBR300

The campaign objective could be to increase awareness, engagement, and positive brand perception for Dave Carroll’s new music video. Using the Barcelona Principles, evaluation would measure meaningful outcomes such as reach, engagement, sentiment, media quality, and audience actions. #UCWPUBR300

#UCWPUBR300 You're working with a not for profit to help change the stigma around mental health for a culturally diverse audience. According to "Barcelona Principle #2", what type of outcome should you measure in this situation?

#UCWPUBR300 Let's say you're helping Dave Carroll with his latest Wizz video campaign. What could be the objective(s) of your campaign? What could your evaluation framework look like? (Hint: try to apply some of the Barcelona principles) www.youtube.com/watch?v=YE24...

So glad to hear you're enjoying it, Shweta! Thank you for showing up consistently with valuable contributions 🙏 #UCWPUBR300

#UCWPUBR300 Warm up question. Are you ready? 😊 This week, we talked about the last step of the RACE cycle. Why is this step important and how can we determine our evaluation metrics? #BlueskyForLearning #PublicRelations

Hello #UCWPUBR300 👋 Hope you've been keeping warm this weekend! Can you believe it's the end of week 6 already? 😮 Well, we're also halfway through our chats and you've all been doing amazing! 👏 👏 How are you finding using #BlueskyForLearning? PS: Stats via @wiksien.bsky.social

👏 #UCWPUBR300

Yes! It can be a powerful strategy to combine paid+owned media, particularly when amplifying what already works organically through the brand channels. Hope you're enjoying your workouts! 💪 #UCWPUBR300

This week I bought tickets for the AI Summit Vancouver (May 2026). I discovered it through a paid Instagram ad (Paid Media), I clicked through to the official registration website (Owned Media) and completed the registration and made the payment. Moved from awareness to conversion. #UCWPUBR300

Organizations can encourage positive sentiment in uncontrolled media by proactively building strong relationships, delivering consistent value, and engaging transparently so audiences and journalists are more likely to share favorable, authentic narratives. #UCWPUBR300

Diversity is very important in public relations because we communicate with many different audiences. Rashpal’s key message is that diverse voices make communication more real and powerful. He also encouraged people to stay true to themselves and not give up on their dreams. #UCWPUBR300

Hi Nicole! Hope you enjoy your new spin classes 🚴‍♀️ #UCWPUBR300

Organizations cannot control uncontrolled media, but they can influence it. They should provide good service and quality products so people have positive experiences. They also need to respond quickly and honestly to complaints. #UCWPUBR300

#UCWPUBR300 By giving great service and responding online, brands encourage happy customers to share positive feedback on Instagram, TikTok, and Google Reviews — which boosts positive sentiment.

An example was a TikTok video about a new bubble tea shop near my home. It showed people lining up and giving good reviews, so I checked their location and went there in next day. This is Shared Media in the PESO model because it was shared on social media and influenced my decision. #UCWPUBR300

Great example of a campaign which converted! Do you think the content may have been amplified? I downloaded @duolingoverde.bsky.social a while ago but haven't done much with it yet lol What new language(s) are you planning to learn? ☺️ #UCWPUBR300

How important is diversity in public relations? Tune in to #TheCommsMajor episode 4 🎧️ and feel free to share your takeaways. What are some of Rashpal's key messages? podcasts.apple.com/ca/podcast/e... #Diversity #PublicRelations

#UCWPUBR300 Last class, we talked about controlled vs. uncontrolled media. How can organizations ensure the "uncontrolled" media has positive sentiment?

#UCWPUBR300 Last class, we talked about Dave Carroll's #UnitedBreaksGuitars as a powerful case study. Guess what? He just released another video, but this time, not for himself: www.youtube.com/watch?v=YE24... Thoughts on this strategy 16 years later? What other tactics could we consider?

Nice to have you with us, Yvonne 🙏 #UCWPUBR300

#UCWPUBR300 This week, we talked about the third phase of the RACE cycle; i.e. "Communication" - Can you think of/share a recent example of a communication tactic which moved you along the user journey? Where does the example stand on the PESO model? #PublicRelations

Yay! #UCWPUBR300

Hello #UCWPUBR300 👋 How are you? Hope your long weekend's going well! Are you ready for our week 5 OGL Chat? 😊 PS: A reminder to also complete your weekly journal! 🗞️ #PublicRelations #LearningWithBluesky

Is the PESO Model still valid in the AI era? According to its creator, Gini Dietrich, yes. The fundamentals haven’t changed (trust, credibility, and integration still drive results); however, we must also optimize for machine discovery. Same strategy, new execution. @wahibachair.com #UCWPUBR300

Great example, Gurpreet! It sounds like the pharmacy's email campaign had a healthy conversion rate 😉 #UCWPUBR300

It’s surprising how widely AI is used in PR while disclosure remains limited. Since trust and transparency are core to public relations, this gap is concerning. Clear industry guidelines, ethical standards, and client disclosure policies could help address the issue and build credibility #UCWPUBR300

I’d start with research (RACE). Gen Z is different, so listening on TikTok/IG, quick polls, and reviews helps understand how they actually see wine. Then creators, Reels, and casual tastings will feel more authentic and actually work. #UCWPUBR300

A goal is the big-picture outcome, while an objective is specific and measurable, like increasing brand awareness vs. gaining 20% more Instagram followers in three months. #UCWPUBR300

#UCWPUBR300 Speaking of AI, how could AI support the planning phase of your public relations campaign, and what should you keep in mind? Feel free to share some examples.

#UCWPUBR300 When was the last time you changed your behavior as a result of an organization's strategic communication? Which of McGuire's step(s) did you go through?

Excellent points, Shweta! #UCWPUBR300

#UCWPUBR300 What's the different between a goal and an objective of a campaign. Can you share an example?

Good ideas! How can we back them up? #UCWPBUR300