Every PR professional talks about the importance of strong writing — but writing is hard work. What’s one thing you personally struggle with when writing (starting drafts, clarity, headlines, confidence, editing, grammar, etc.)? Have you found anything that helps? A question for #UCWPUBR300S1.

Success was measured by: Reach/impressions Social media engagement Website traffic/actions Vaccination uptake Why: to see if the campaign increased awareness, trust, and vaccine action. Insight: personal stories and trusted community voices were more effective than facts alone. #UCWPUBR300

The user journey could start with social media awareness, then clicking the registration link, signing up, and attending the event. Success can be measured through impressions, click-through rates, registrations, and attendee engagement. bsky.app/profile/wahi...

The user journey starts with seeing the event online, clicking the link, and signing up. Success can be measured by clicks, engagement, and registrations. #UCWPUBR300

If you've taken a look at this week's chapter slides, you may be familiar with the Barcelona Principles. Well, with technology, these principles have evolved to v 4.0: buff.ly/WGWsxc4 - Can you think of how some of these principles may have applied to the EBC case study? buff.ly/EyLuMvT

The user journey goes from awareness to interest to registration. Success can be measured through reach, clicks, engagement, and number of event registrations. #UCWPUBR300

#UCWPUBR300 Let's say the goal is to increase registrations to this #PersonalBranding event hosted by IABC/BC: www.eventbrite.ca/e/personal-b... What does the user journey look like, and what metrics could help to measure success? #PublicRelations #CommSky

#UCWPUBR300 Public relations evaluation is essential since it will measure the success of a campaign. The user experience impacts KPIs as it tracks how people engage, react, and behave to optimize communications for the future. #CommSky #PublicRelations @wahibachair.com

#UCWPUBR300 Take a look at this #IGotMyShot PRSA Campaign to combat vaccine hesitancy: www.prsa.org/docs/default... What metrics were used to measure success and why? Can you gain any other insights from the case study?

Evaluation helps PR teams know if the campaign worked. The user journey influences KPIs because each stage measures something different, like awareness, engagement, or action. #UCWPUBR300

#UCWPUBR300 Last Friday, we talked about evaluation, the last step of the RACE cycle. Do you remember why evaluation is important in public relations? How can the user journey influence our KPIs? #CommSky #PublicRelations

#UCWPUBR300 Doing well, thanks! Hope everyone’s doing great too 😊 Excited for week 6!

#UCWPPUBR300 Welcome to our week 6 OGL! How's everyone doing today?

@lyveartessa.bsky.social Thanks for connecting, Artessa. We missed some of your posts since they did not include the #UCWPUBR300 hashtag. Please stay tuned for my prompts and the peer discussions tomorrow by following the hashtag. Thanks!

Is #ClaudeAI down? @anthropic.com

@cschmieg.bsky.social Hi Cindy, fellow #comms educator here. Nice to connect on Bluesky!

#UCWPUBR300 take a look at a recent @destinationbc.bsky.social campaign. What type of media was used and how did they engage the target audience? www.destinationbc.ca/news/destina...

As a brand, can we control our media? Feel free to share any examples! #UCWPUBR300

#UCWPUBR300 Let's say you're a start-up promoting a new line of organic skin care. What type of research would you consider doing? What media mix (in the PESO model) would you consider? Feel free to share some examples but keep it mind budget is tight!

#UCWPUBR300 My kids love these bars but about a year ago, they had a major recall: www.cbc.ca/news/busines... - What is the situation here and what could be the goals of a public relations campaign? (Feel free to do more research about it)

#UCWPUBR300 On Friday, we talked about communication in the context of the PESO model. Share an example of a communication tactic you may have been exposed to lately, and indicate where it fits in the PESO model. #PublicRelations

Hello #UCWPUBR300! 👋 How are you all doing today? Welcome to our week 5 OGL chats 😊

Do we have any @bsky.app users heading to the #WebSummitVancouver this week? @websummit.bsky.social

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

#UCWPUBR300 Last week, we talked about AI usage by PR comms professionals. Here's another report which highlights disclosure gap. Does anything in the report surprise you, and what could be done about it? finchmedia.ca/wp-content/u... #AIInComms #PublicRelations

#UCWPUBR300 On Friday, we started working on the Elections BC campaign case study: www.slideshare.net/CarrotLines/... How did the planning process support the outcome? #PublicRelations

Hello #UCWPUR30O and welcome to our week 4 OGL chats! How are you all doing this weekend? 😊

#UCWPUBR300 Kelsea’s session was very helpful. What stood out was her advice to network early and talk to people, not just apply for jobs. Her real-life examples made it easy to understand PR careers.

Yes! We just need to fact check it and use our human judgement after ☺️ #UCWPUBR300

#UCWPUBR300 What did you think about Kelsea's session last Friday? What stood out to you? You can learn more about her story on @thecommsmajor.bsky.social: buff.ly/YuYjq7Z #PublicRelations #Careers

#UCWPUBR300 According to the 2026 @muckrack.com State of AI in PR Report (under week 3), 75% of #PR professionals use Gen AI tools. Out of those who use AI in their workflows, 76% use it for research and insights. Can you think of examples where AI can support the research stage of the RACE cycle?

#UCWPUBR300 Web analytics tools such as Google Analytics could be a great source of data when researching our audience. What other tools could we use to gain audience insights?

#UCWPUBR300 When researching an audience for a public relations campaign, which aspect is more important and why? Is it the demographics or psychographics?

Hello #UCWPUR30O 👋 Have you been enjoying the sunshine this weekend? 🌞 Our first question is coming up! Feel free to also let us know how you're doing in the meantime 😊

Organic posts feel real and relatable- that’s what made me stop scrolling. It was simple, authentic, and not trying to sell. Paid ads feel more promotional, but organic content builds a genuine connection. #UCWPUBR300

#UCWPUBR300 I think “Be authentic” is the most important rule today. Even with AI creating lots of content, people still want brands to feel real and honest. Being authentic helps build trust and stronger connections with the audience.

In my opinion, everything you have mentioned is very important. Still, the one which stands out for me is "Don't treat me like a transaction, I am just HUMAN!". #UCWPUBR300

Great example of media integration—bringing PR and digital under one agency creates more unified storytelling, faster execution, and stronger data-driven campaigns. Clients benefit from consistent messaging and a more cohesive strategy across channels. #UCWPUBR300 #PublicRelations #MediaIntegration

An organic post stops the scroll when it feels real, not like an ad. It resonates through authenticity and relevance, while ads are designed to interrupt with a clear sales goal. One builds trust, the other pushes conversion. #PRvsAdvertising #PUBR300

#UCWPUBR300 How's this as an example of media integration? How can the agency clients benefit?

#UCWPUBR300 Remember the Page Principles discussed last week? Well, here's another article I wrote over a decade ago, but it feels even more relevant today. Which "rule" do you believe is more important for brands in the #AIAge?https://linkedin.com/pulse/10-essential-new-rules-brands-wahiba/

#UCWPUBR300 Think of the last time an organic social media post made you stop scrolling. What do you think the brand did well? Why do you think the message resonated with you? How's that different from a paid ad? Feel free to share a screenshot if you like. #PRvsAdvertising

#UCWPUBR300 This @garyvee.com video is over a decade old, but couldn't be more relevant today...right?! www.youtube.com/watch?v=rx8m... - What else should we consider in the AI Age? #PublicRelations #Branding #ContentMarketing

#UCWPUBR300 This week, we talk about media convergence and integration. How does this relate to the concept of the PESO model and how is it evolving with AI: spinsucks.com/communicatio...

#UCWPUBR300 This is a great article on the need for an integrated approach when it comes to PR in the Digital Age. While written pre-AI, it's still quite relevant, don't you think? www.forbes.com/sites/forbes... Feel free to share any thoughts or a quote which may have spoken to you 😊

#UCWPUBR300 Good news! I was able to create two custom feeds for our course community thanks to @blueskyfeedcreator.com. ➡️ My prompts: buff.ly/SZGphII ➡️ Everyone: buff.ly/7kXIM0a PS: You can also "pin" to your "Home".

Hello, #UCWPUBR300 👋 How are you all doing this Friday morning? Stay tuned for the week two prompts coming up 😊 PS: I created this list for our course community. If I missed you, please reply "please add me to our course list" and I will add you 😉 #PublicRelations

@kisha07.bsky.social Welcome to the class and @bsky.app, Isha! Just replied your email 😊 #UCWPUBR300

@blueskyfeedcreator.com Hi! You helped me create feeds for my class before and it was quite helpful. Trying to do it again for my class but run into issues :( Any tips please? Thank you!

#UCWPUBR300 Great to "see" many of you join our first Bluesky chat! Thank you for your contributions! Did you reply a peer today? 😊 A kind reminder to also complete your quiz and OGL journal in the shell 😉