If You Don’t RACE, You Can’t Win


In Public Relations (PR) – there’s this little formula called RACE, and if you aren’t doing it, chances are you aren’t winning in the competition that is the PR field.

What is RACE?

R = Research, A = Action, C = Communication, and E = Evaluation

For the purpose of this post, I will be focusing on the R and A portion of the formula.

Research – essentially deciding what the problem or issue is at hand

It is extremely important to perform meaningful and comprehensive research in order to complete a process.  There are different types of research; the main ones I will be focusing on are secondary, qualitative, and quantitative research.  With research comes creating surveys and questions for these surveys to gather information.

Action – also known as planning

There are 3 objectives in the Action part – informational, motivational, and behavioural.  Each objective is used to create a separate type of outcome.  It is important to note that objectives and goals are not the same thing.  You want to create SMART (specific, measurable, achievable, realistic, and time-bound) goals and proper objectives to go along with these goals.  By planning you are anticipating the end outcome – to have a successful PR campaign.


When creating parts of your RACE formula, consider who your audiences are.  These can be allies, neutrals, or adversaries.  You need to consider their needs and anticipate what they will want.


For now I will leave you with an interesting post I found about redefining the RACE formula and if it needs to be thought about in a different light to include social media.


Thanks for reading!




The Reasons Daylight Savings Time Should be Year-Round

Daylight Savings Time (DST) is something I have always had a love/hate relationship with.  I enjoy the extra hour of sleep in the fall and curse the lost hour of sleep in March.  According to multiple CBC.ca articles regarding DST and the comments posted beneath them – many people are in the same boat.

But is it something that should be removed completely?  Will anyone ever be satisfied?  The answer to both questions is no, and here are my reasons for why DST should be year-round rather than remain the same or be abolished.


(1) Darker mornings means lighter evenings

  • You get 1 hour of extra light in evenings, although in the morning sun would not rise till an hour later
  • I tend to get more done in evening than early morning – many people would probably agree with this

(2) Time changes alter sleeping patterns

  • Sleep is a very important factor in peoples lives – disrupting this pattern can create terrible effects twice a year (see health concerns)
  • Many people have a hard time with sleep in the first place and time changes can be more confusing
  • I always have a hard time with adjusting to the new time frame and find that going to bed one hour earlier takes me at least 1 week to get used to.

(3) Health concerns will not be as prominent

  • Studies have shown that people are at higher risk of heart attacks due to DST
  • No solid evidence that depression and suicide rates increase during DST
  • This ties in with sleeping patterns – if people are more tired they are less likely to be alert and more likely to do poorly in any tasks given.

(4) Energy saving isn’t really a thing

  • Initially it was thought that DST saved energy (people using less lights during the day) – but studies have shown there is not a lot of evidence to prove this is true
  • Sometimes more heat / more air conditioning used
  • Unnecessary light usage will always be a concern.

(5) No change in amount of daylight during the day

  • 12 hours is 12 hours is 12 hours of daylight. Many people confuse this by thinking we lose an hour of daylight which is not true
  • We still receive the same amount of daylight – just at different times of the day.

Want to read more? Check out this post on vox.com!

What do you think? Should DST be year-round?




Begin Networking and Creating Connections!

Since attending classes at the University of Winnipeg these past few months in a Public Relations/Marketing program, I have learned one of the most important aspects to being successful in this business: networking!

Without networking you will create no connections, and without connections there is a lesser chance of being hired in the field you desire.  This post is meant to shine some light on how to go about making your first (or 1000th) connection – specifically through social media.

Step 1

Identify someone you would like to connect with.  For me personally, I wanted to make a connection with someone I would potentially like to work for in the future.  While I won’t mention in this post who I connected with, you can find out through checking my twitter post by clicking here.

Step 2

Do your research on your chosen person to connect with.  This is a very important step – how embarrassing would it be to say you’d love to work for someone who was not even in your field?  Search the person you’d like to connect with, check their bio on LinkedIn, and look for a website if possible.

Step 3

Choose your method of connection.  Whether it’s Twitter or Facebook or LinkedIn, chances are, the person you want to talk with is on these sites.  I chose to connect via Twitter because it made the most sense.  By this I mean: I was not asking for anything, my post was short and simple, and it was something I felt the person would enjoy reading.

Step 4

Connect!  Say something to strike up a conversation, tell them you admire some of their work, or just simply say hi.  If you never message the person you will never know what could have came from it.  In my case, I @ mentioned the person I was messaging, told them I was looking forward to talking with them in the future, and used a hashtag to show that I was interested in the company.

Overall, my experience with networking/connecting was a good one since I received a response!

Now, it’s not always as easy as 1,2,3,4 to connect with someone through social media.  If the person happens to get thousands of tweets a minute, you might have a hard time connecting with that specific person.  If this person happens to be a celebrity – see my other blog post titled: “How to get Noticed on Twitter by a Celebrity“.

But don’t be discouraged if you do not connect with someone on the first try! Perhaps the person was busy when they read your tweet or message and forgot to get back to you.  Try, try again!  The benefit to social media is there are multiple ways to connect with someone using the various platforms out there!

Get connecting!