“Everything you post on social media impacts your personal brand. How do you want to be known? ”
-Lisa Horn
The true meaning of public relations is the management of the spread of different types of information across all kinds of media between organizations and the public. A major part of public relations is promoting your idea and trying to get your publics to support your ideas and want to purchase your product. The goal of public relations is to build a mutually beneficial relationship between an organization and the people impacted by that organization. Public relations uses different types of research methods to measure public opinions.
Before taking Principles of Public Relations at the University of South Florida, my basic knowledge of public relations was that it meant controlling social media and making the brand appealing to publics. Over the course of this semester, I have learned that public relations is much more than this, and that in order to be successful you must create a mutually beneficial relationship with people who support your brand. I declared public relations as my major, but I did not really know how to begin to explain what it was. This class has really opened up my eyes as to what public relations truly is, and what is expected as a public relations professional. I really enjoyed taking this class because it covered so many different areas including corporate public relations and entertainment public relations. My biggest interest in public relations is entertainment, so to learn more about this was very beneficial to me since I hope to one day be working with the entertainment industry at a company like NBC. I feel that this class has given me a strong foundation about public relations and all the different aspects that make it what it is.
I am so excited to continue my education at USF and to keep learning more about public relations. I can honestly say that this class has prepared me for the rest of the public relations sequence and I am thankful to have had such a wonderful experience in this class.
Media usage has become so prominent in today’s society that most things are spread through different media platforms. These media platforms could include music, video games, television, advertising and public relations. It is important that the media that is shared continues to spread, because without the spread of media, media does not circulate throughout society entirely (Jenkins, 2013). “Transmedia” can be defined as using different types of multi-media to tell a story over time. While using transmedia, each piece of the story is unique because it adds to the individual experience of the audience, and the pieces of the story allow the audience to get involved with the media. Transmedia is useful because it allows for the spreading of media through word of mouth of the audience since transmedia calls for the participation and involvement of followers(Rutledge). Transmedia stories also use additional methods to develop a deeper meaning to a story through the use of creating and developing new ideas with the topic, creating a story as to what happened before the media was created, and showing different points of views of the category.
“Transmedia Extensions” can be defined as an extension of a brand that allows for the media of the brand to continue spreading. Examples of a transmedia extensions would be creating merchandise, promotional websites and special behind-the-scenes materials for a specific media brand. Transmedia extensions allow for a brand to expand its horizons and open up more opportunities for that brand (Rutledge).
According to Dr. Pamela Rutledge of ThinkLab, there are three major reasons to be using transmedia for storytelling. These reasons include persuasion, audience connection and financial impact. Persuasion is important because it leads to more consumer purchases and further sharing of the media over time. Audience connection is used to create many different connections and links between the audience, that target different groups and ultimately lead to brand expansion. Financial impact allows for an extended shelf-life of the brand. Transmedia is an important part of keeping a brand alive through spreading it across media. There are several brands that represent good transmedia techniques, and there are others that could use some improvement with these skills(Rutledge).
A brand that has created outstanding transmedia extensions would be Disney. More specifically, the Disney Princess brand has exemplified using transmedia extensions to expand the brand. Since Disney has such a history with making characters, they have done a good job understanding how to create a princess character that will stay relevant throughout all ages because of the impact they have had and continue to have on younger generations (White, 2013). Although Disney does a good job attracting a younger crowd, it is important for them to also keep the older crowd involved in order to keep the financial impact of transmedia strong. Parents need to be connected to the story as well, so that they continue to pay for their children’s interest in knowing what will happen next with the princesses. All of the Disney Princess characters that are created are shared across many media platforms, usually originating with film.
According to a post on Blogspot, Disney used the film “Beauty and the Beast” to generate transmedia across many different media platforms such as books, music, toys, costumes, computer games, and even broadway plays. By using this one specific story about this one princess on as many media platforms as possible, Disney was able to expand on the whole idea of Beauty and the Beast (White, 2013). In a new attraction at Disney called “Enchanted Tales With Belle,” guests are able to take a walk through with Princess Belle and have an interaction with the Royal Disney Princess. While walking through and having a real life experience with Princess Belle, there are Disney workers taking pictures of the interactions that are for sale at the park available to the guest at any time during their visit. For Disney to offer experiences like this allows for transmedia extensions because after purchasing these photos, they can be shared through all different types of social media from parents of young ones, and from teens showing the experiences they had while meeting a Disney princess (White, 2013).
Disney has used the princesses with transmedia by creating the characters and using them across different media platforms. There are computer games and interactive websites that allow for children to have a never-ending experience with their favorite princess even after watching the movie. On the Disney Princess website, there is links to different games and quizzes that are available to be played whenever someone wants. Another way that Disney has used transmedia successfully is by the use of rewards from contests and sweepstakes. There are so many different promotions offered through Disney that would give its guests an opportunity to win a chance to have dinner with a princess, or tour the entire Cinderella Castle. By using all of these tactics, Disney has been able to successfully keep the audience connected to the story (Wholwend, 2015).
The Disney Princess brand recently expanded itself much more when the movie “Frozen” was released. This film circulated so quickly throughout the world, with a major success leading too fan crazed little children and even parents and teens across the world. The part that had the most impact from “Frozen” was the fact that the two princesses were sisters. Showing that the princesses were sisters, further intensified the plot of the movie because it meant two new princesses, not just one. The music was another huge result that came from the film. There were kids everywhere signing to the tune of “Let It Go” for months after the movie was released. There were “Frozen” backpacks, pens, school notebooks, clothing, costumes and toys made immediately following the huge success of this film. Before anyone could blink, kids everywhere were covered in “Frozen” attire from head to toe. Overall, Disney has done an outstanding job with their use of transmedia and connecting the audience to the story with the Disney Princesses. 
Apple is one of the largest and most successful companies, having one of the biggest customer support bases. Apple is an example of a brand that benefits highly from the consumers creating outstanding transmedia extensions. Apple does not do much of its own transmedia sharing as it is heavily reliant on its consumers to spread media relating to the company. Apple built their brand off of customers that agreed with how they were going about their transmedia (Barber, 2015). Yearly, Apple releases their press releases known as Keynotes, which provide information about the upcoming products the company plans on releasing over that year. Apple makes a huge deal about the yearly Keynote presentation, but other than that, the company generally does not comment on things being stated about the products. In the post by Jeff Barber, the CEO of Starlight Runner Entertainment, Jeff Gomez, says: “the key to successful corporate and brand transmedia narratives is in listening.” This represents how important it is for a company like Apple to use customer feedback to build on the foundation of its brand. Another major factor that makes Apple heavily reliant on its consumers is the fact that Apple attempts to include the perspective of the user in every decision that the company makes. They do not comment on what customers says about problems with a product, they just simply work harder to improve those problems for the next time there is a product released (Zeiser, 2015). An example of how Apple exemplifies good transmedia extensions would be the use of product placement in movies and television shows, which Apple no longer has to pay to do (Stampler, 2012). Apple has one of the strongest brands because of the overwhelming support the company gets from loyal customers. There are more loyal Apple customers than there are people against the products, which works in Apples benefit to create good transmedia extensions over time with their product. Ensuring that the product has a secure fan base means that Apple will be able to remain stable over a period of time.
A brand that would benefit from outstanding transmedia extensions would be the film “Avatar.” “Avatar” was originated as a film by a famous filmmaker known as James Cameron who also produced films such as the Titanic. The film was a science fiction film that was placed in the mid 22nd century about a battle between the United States armies and the natives from a planet called “Pandora,” known as avatars. The United States was seeking a certain mineral called “Unobtanium” from the avatars planet, and the avatars were trying to protect their land. After finishing producing the Titanic, Cameron decided to wait until further technology advanced until he would start planning Avatar. He had the ideas for fifteen years, but he decided that in order to make this film, he needed to wait (Pulver, 2009). It wasn’t until 2009 that the film was first released. Once the movie was released, many people took an interest in the film. The most shocking part about the film that made viewers become interested at that Cameron had created was that the film was made entirely in 3D format. Prior to the movie being released, there were a number of books published giving background and insight as to what it would be like to be on the fictional planet “Pandora” that is in the film. The books were released before the film was released in December 2009. Along with the books, there was a video game in the making while the movie was on its way to being released. The video game was released around the same time as the film, and it was launched on devices such as Playstation, Xbox, and Nintendo. Along with the video games, the Avatar brand also released different merchandise such as action figures, t-shirts and toys (Bain, 2016). All of the efforts that were used to expand the Avatar brand began and ended at the same time as the release of the film. There were not many efforts after the film was released to keep spreading the media and making people want more from Avatar. With the plans of creating a sequel, it is important that Avatar continues to make fans aware of its efforts to spread its brand so people stay interested in the idea of the film. Avatar needs to make new ideas to keep advertising the new film that will be coming out. Also, I think that the Avatar brand would benefit from creating a new video game or an online game that would keep fans connected to the story, with new ideas involving the “Pandora” planet and the avatars from the planet. In order to keep the brand alive, there needs to be continued efforts to keep the ideas new and interesting, to keep consumers connected to the story.
Transmedia is explained to be when a piece of media is shared over many different media platforms over time to tell a story (Rutledge). Transmedia extensions are known to be an extension of a brand that allows for the brand to continue spreading (Rutledge). There are many brands that exemplify outstanding use of transmedia extensions either on their own or with the help from consumers, and there are also brands that could use some help in creating stronger transmedia extensions to better their brand. The Disney Princess brand is one that shows an outstanding use of transmedia extensions to better the brand and allow it to continue expanding. Apple is a brand that works successfully with its consumers to have strong transmedia extensions, and the “Avatar” film brand is one that would benefit from a better use of transmedia extensions. It is important that media continues to spread in order to keep it alive. In the Spreadable Media text, Jenkins states multiple times, “if it doesn’t spread, it’s dead” (Jenkins, 2013). Throughout this book, the importance of spreading media through transmedia is the focus. Without the spread of media, there simply is no media.
Bain, K. (n.d.). Transmedia and Crossmedia Convergence in a Connected World. In Weebly. Retrieved February 7, 2016.
http://convergenceishere.weebly.com/index.html
Barber, J. (2015, September 11). Use Hollywood storytelling to transform your brand into a 21st century powerhouse. In Slalom. Retrieved February 7, 2016, from
Ford, S., Green, J., & Jenkins, H. (2013). Spreadable Media: Creating Value and Meaning in a Networked Culture (pp. 1-50). N.p.: NYU Press.
Pulver, A. (2009, December 11). Avatar review: ‘James Cameron just got slack’. In The Guardian. Retrieved February 7, 2016, from
http://www.theguardian.com/film/2009/dec/11/avatar-james-cameron-film-review
Rutledge, P. (2016). Transmedia Storytelling. In A Think Lab . Retrieved February 7, 2016.
http://athinklab.com/transmedia-storytelling/
Stampler, L. (2012, August 7). 12 Excellent Examples Of How Apple Product Placements Rule Hollywood. In Business Insider. Retrieved February 8, 2016.
http://www.businessinsider.com/apple-product-placements-in-tv-and-movies-2012-8
Wholwend, K. (2015). Literacy Playshop: New Literacies, Popular Media, and Play in the Early Childhood Classroom. N.p.: Teachers College Press.
Zeiser, A. (n.d.). Transmedia Marketing: From Film and TV to Games and Digital Media. N.p.: CRC Press.
Angela Bastone 
Recent Comments