A Content Creators Perspective

During my time on placement I had the opportunity to work with PR managers across Europe and one thing I learnt was that YouTubers and social media influencers are increasingly becoming one of the most important ways to communicate with your target audience.

I was so intrigued that I have even decided to base my dissertation on their influence on consumer decision making – I will let you know come May if this was a wise decision!!

But why this growing interest?

The exchange of information between influencers and their followers is very powerful as those people who create their own content are becoming the third party endorsement that many brands need.

I will admit that on many occasions I have purchased products based on the fact that someone on Instagram, Snapchat or YouTube has recommended them or use the products regularly.

Content Creators

With interest in people who create their own content and who have built up their own loyal following coming to the forefront I thought it would be exciting to interview an up and coming beauty and lifestyle content creator. On my time in placement I became friendly with one of the outgoing interns Uche.

Uche has her own YouTube and Instagram sites and the content is beauty and lifestyle based, with 25,200 Instagram followers


and 101,973 YouTube subscribers


Uche is also an official ASOS Face + Body Insider.

Six quick questions with a lifestyle and beauty content creator

1How did you first begin creating make up and lifestyle content?

 I started watching university videos during sixth form which really sparked my interest in YouTube, I later went on to create content as I was bored during my first year at university.

2. How was this received by your family and friends? Did they understand what you were trying to achieve? 

 I didn’t tell anyone for years, honestly unless people are interested in it it’s not something people tend to understand or is easy to explain to people that ‘don’t get it’. 

3. Can you explain the process of creating your own content from the creative idea to finally sharing it on YouTube and Instagram.

 It’s a rather lengthy process, having a large following helps now as people are always suggesting the type of content they want to see which obviously makes everything much easier. Before then I would go with trends or what I loved myself. Once you have an idea it’s then about filming and bringing the idea to life, editing and finally posting it for everyone to see. 

4. What social media influencers do you follow?

 I tend to gear towards people with great personalities so Jackie Aina, Imogen (Imogenation) etc or really talented individuals who teach me something every time so Claire Marshall, Samantha Ravndahl or people with both like Jamie Geniveve!

5. What brands would you like to work with in the future? 

 A brand I haven’t worked with yet that I would love to is Nars for sure!

6. Have you any advice for anyone who is considering creating their own content on YouTube and/or Instagram? 

 It’s not as easy as it looks to post great content that’s high quality and also engaging so be prepared to put in time and money, if you stay committed, patient and consistent you will flourish. 

From chatting with Uche it is clear that it is much more than just posting a video on YouTube or picture on Instagram you have to ensure that your content is authentic, you have a passion for what you are doing and that you are committed to put the time and work in.


Uche can be found here on Instagram: https://www.instagram.com/uchjn/  and YouTube: https://www.youtube.com/user/uccch1


Caoimhe Fitzpatrick is a final year BSc in Communication, Advertising and Marketing student at Ulster University. She can be found on Twitter: @caoimhef_95 / LinkedIn: https://www.linkedin.com/in/caoimhe-fitzpatrick-0b8682110/


Football Fanatic

Not many things will get me up early on a cold wet and windy Sunday morning in January but football is the one thing that will.

I have been playing Gaelic football since I can remember for my local club St Marys Burren.

My family has always been involved with our local club from playing to supporting. From a young age I have always been interested in sport from swimming to Irish dancing to netball to gymnastics but football has been the one sport that I have always had a passion for and enjoyed playing.

I would encourage anyone to join a football team or to take up a sport or even re-join one as the benefits are life long and worth every session training in the cold and wet!!

 Four key life benefits that playing sport brings:

  • Working as a teamCF20It goes without saying that working as part of a team is key when playing football and most team sports for that matter. This is a quality that is rhymed off at many job interviews but playing football instils the skills working and communicating within a team and how your strengths can be part of something greater and work with others to achieve a common goal.


  • Exercise mental and physical health

An obvious one but training 2- 3 nights a week with a match at the weekend does bring your physical fitness levels up and there is no better feeling than feeling fit – all the shuttle run sprints are worth it come championship in the summer.

An aspect that is often over looked is mental health. Sport plays an incredible role on the state of your mental health. The positive effects playing sport has is often forgotten or down played, anytime I am feeling overwhelmed or stressed with work or university as soon as I put on my football boots I become focused and determined to do well in training it helps take my mind off whatever is making my feel stressed or anxious and helps me realise that there are other things going on in life and not to get bogged down on the negative aspects.


  • Social Aspect:

One of the best things about playing football and sport in general is the friendships you make along the way. I have been playing football with some of these girls since primary school!


The craic that you manage to have even when you doing hill sprints up the side of the Mourne Mountains just shows how strong the bond with your team mates can be. It is something that shouldn’t be undervalued the friendships you make with people in your local club and parish, some of the best nights out our nights with my team mates whether it be our annual dinner dance or club fundraising nights.



  • Being part of something bigger

The GAA is a fantastic organisation to be part of. With a GAA club set up in most countries around the world it is a large organisation that still has the feel of a grassroots organisation with the local clubs the heart and soul of the GAA. My club St Marys Burren motto is “Ar Aghaidh le Cheile” which means forward together. This motto is something that is strongly practised within the club and whilst playing as part of our team. Playing support has instilled a sense of commitment and belonging to something bigger.


My advice (although slightly bias)  for anyone reading this is to consider taking up a sport, it is never too late or for those who have fallen away to consider re-joining you cannot put into words the advantages that sport brings to your life so why not get stuck in!!

Caoimhe Fitzpatrick is a Final Year BSc in Communication, Advertising and Marketing student at University of Ulster. She can be found on Twitter: @caoimhef_95 / LinkedIn: https://www.linkedin.com/in/caoimhe-fitzpatrick-0b8682110/

Burger King Tackles Bullying

When someone says the name Burger King what do you think of?


Fast food, unhealthy food, convenience? But what about anti bullying?

It is not a connection that I would have originally made myself however, as part of anti-bullying month Burger King did a PR stunt in an undisclosed restaurant in LA where hidden cameras where used and Burger King employees served beaten up Whopper Jr. hamburgers whilst at the same time paid teenage actors are physically bulling another teenage boy.

What is the spot about?

The spot is called “Bullying Jr.,” and was created in honour of National Bullying Prevention Month which took place during the month of October in the US to raise awareness that 30 % of students are bullied each year.


The stunt was to highlight the sad truth of bullying that in many cases bystanders will not get involved and in this instance it turned out to be true, with only 12% of customers reporting the bullying of the child whilst a staggering 95% of customers reported the ‘bullied’ Whopper Jr. Burger.

The campaign has been viewed more than a million times on YouTube and been retweeted hundreds of thousands of times.

Burger King partnered with US anti-bullying organisation No Bully and the CEO and Founder Nicolas Carlisle had this to say about the ad:  “We know that bullying takes on many forms, physical, verbal, relational and online. But the first step to putting an end to bullying is to take a stand against it…our partnership with the Burger King brand is an example of how brands can bring positive awareness to important issues. You have to start somewhere and they chose to start within.”

Link to the video on YouTube:

Why I think it worked:

Although the ad received some criticism due the obvious product placement and the fact it only confronts one element of bullying, physical bullying, I think that the ad worked very well for a number of reasons:

  • Real Life Situation

It was a real life situation that any of us could find ourselves or have found ourselves in so the relatability factor had you questioning what you would do in that situation and by the end of the ad it may have you questioning what you might do in the future if you are ever in a similar situation. The fact the situation is real life reactions emphasises the figures presented at the end of the experiment.

  • Support Of A Recognised Charity

As the campaign is supported by an anti-bullying organisation, No Bully, this helps ensure that the message gets across without it seeming like another ploy to promote a fast food chain. It further adds authenticity to the facts and figures provided during the ad increasing the strength of the message. By partnering with an anti-bullying organisation this highlights the good that globally recognised brands can do to shine a light on important issues.

  • Emotive

The ad is very emotive as it shows a child getting bullied in the video and that can be hard to watch. Combined by the fact very little people stand in to helps further heights how distressing bullying can be if you are in need of help but people chose to ignore your plea.

The comparison of people’s reactions to the bullying and their ‘bullied’ burger increases the emotion as it is hard to comprehend that people would be more concerned with food being bullied than a child.

The ability to involve people’s emotions and possibly draw on their own experiences is very powerful as it adds an extra dimension to the ad and helps ensure that it is memorable, thought provoking and engaging.

Final Thoughts:

Burger King says it wants its position to be clear.

“The Burger King brand is known for putting the crown on everyone’s head and allowing people to have it their way. Bullying is the exact opposite of that,” the company said.


At the end of the ad when they speak to the people who intervened when the child was being bullied it was interesting to see their reasoning behind helping – many of them had been bullied as children and wished that someone would have stepped in to help them. Does this then raise the concern that ignorance is bliss? Are we living in a society that if you have not been directly affected by bullying that it is easier for you to choose to ignore it even if it is happening right in front of you? In my opinion the ad does make you consider your own actions and how you might act in the future.

In order for any campaign to be successful the message needs to be clear, memorable and with a call to action and I think that Burger King managed to do all three within this ad.


Caoimhe Fitzpatrick is a final year BSc in Communication, Advertising and Marketing student at Ulster University. She can be found on Twitter: @caoimhef_95 / LinkedIn: https://www.linkedin.com/in/caoimhe-fitzpatrick-0b8682110/

Once upon a placement…

In June 2016 I began my placement in The Walt Disney Company EMEA in London as Regional Communications intern for Disney Channels.


Writing this now it is hard to believe that it has been four months since I have finished my year-long (AMAZING) placement with Disney and as this is my first ever blog post I thought that an insight into the best year and experience of my life would be a great place to start.

This was my first job in PR and in the beginning I had zero confidence and like most people beginning their placement journey I did doubt my ability and was hyper conscious of doing a good job and completing every task to the very best of my ability. I also had the added worry of moving to London, a city where I didn’t have a network of family or friends. Daunted about the prospect of tubes and the size of London when I first arrived I can honestly say it is an amazing city and living in London has made me more independent person. It is a city I am very glad to have called home for a year.

Looking back I am very proud of myself for taking the plunge as it was the best decision I have ever made.

My role was Regional Communication Intern for Disney Channels and I was across franchises such as Star Wars and Marvel.


The Regional Communications team supports campaigns in Europe, Middle East and Africa. On a day-to-day basis I liaised with PR managers across EMEA – this involved ad hoc requests, distributing assets, setting up phone opportunities with talent, playing a key role in organising asset creation days and talent tours and EMEA coverage reporting.

I was extremely lucky to have such a wonderful team who encouraged me and gave me roles of responsibility throughout my time as an intern. In addition the strong network of interns enhanced the experience even more.


As the only Irish girl in my department there was a slight language barrier in the beginning and the spelling of my name confused 99.9% of the people I worked with, experiencing more variations on the pronunciation of my name than I can even remember! But my Irish brogue and slang did provide many entertaining moments and laughs I still look back on – explaining an appropriate response to “what’s the craic” being a highlight!

The PR department in Disney is very busy but it is best just to dive right in and learn as much as possible by absorbing all the information you hear and by taking advantage of every experience there is too offer.

My top five placement tips from my time with Disney:disney5

  • Communication

Obvious to start with I know, but good and continuous communication with your managers and supervisors is key to ensure that you complete every task to the best of your ability and to manage your work load.

It is also vital, especially in PR to make contacts and the best way to start that is through effective communication, taking note of who you are communicating with and what you want to achieve.

Throughout this experience I have relied strongly on the ability to communicate effectively whether it be through good interpersonal skills or clarity, focus and accuracy in my writing skills which are the foundations of effective communication in PR.

  • Organisation is key

Without sounding too like Monica in Friends, organisation is Vital. I had my trusty diary and my daily to do list by my side at all times to ensure that I kept up with deadlines and important dates and embargoes. By keeping a diary of key dates and events this ensures that you have a more informed view of what’s happening around you. A placement student that is highly organised with key information on hand stands out.

  • Participate

No idea is ever too small or too silly, as Walt Disney once said, “I only hope that we don’t lose sight of one thing, that it was all started by a mouse.”disney3

In the beginning I was hesitant to put forward ideas especially in a group context but as the year progressed I began to understand that no idea is a silly idea and that your managers are eager to hear what we as placement students think. Don’t forget we are the social media generation: we are a useful tool to PR practitioners.

  • It is ok to make mistakes

The age old mantra “you learn from your mistakes”. I found this to be very true. Everyone makes mistakes as long as your correct your mistake and learn from it, as one wise person in Disney once said to me, “its PR not ER”.

  • Lots of tea and treats

My wonderful managers had a slight addiction to tea and throughout my year on placement I found that a cup of tea and a biscuit goes a long way especially on a busy day!

New experiences can be daunting and at times quite beastly but just remember, the beauty is that you get out what you put in.



Caoimhe Fitzpatrick is a final year BSc in Communication, Advertising and Marketing student at Ulster University. She can be found on Twitter: @caoimhef_95