PRSSA SACRAMENTO STATE

Meeting Recap: Guest Speaker Night - Luis D. Sosa & Patrick Dorsey

3/3/2019

On Feb. 28, PRSSA Sac State welcomed Luis D. Sosa, PR.0 Manager at Merlot Marketing, and Patrick Dorsey, account executive at Ogilvy, who provided our members with insightful information about agency life.

Sosa is a Sac State alumnus and former PRSSA member who transferred as a music major and communication studies minor. After taking courses in small group and interpersonal communication Sosa decided to change his major to communication studies.

Upon graduation, Sosa worked at a non-profit for about a year where he also became involved with PRSA. During which, Sosa became the secretary for the PRSA California Capital Chapter making connections that would later lead him to Merlot Marketing.

Patrick Dorsey is currently seeking his master’s degree in public policy. After receiving his undergraduate degree in government from Sac State, Dorsey was offered a job at Ogilvy.

During their time spent with our members, Sosa and Dorsey provided some valuable advice regarding important skills to possess, interview tips and general information about work at an agency.

Advice from Luis D. Sosa and Patrick Dorsey

Be a good writer
- Be able to embody the clients tone and self edit
Be able to handle criticism
Be nimble and adaptable
People skills and interpersonal skills are important
- Sosa recommends reading the book “How to Win Friends and Influence People” by Dale Carnegie to improve these particular skills
- Don’t burn bridges with people.
Assemble a folder containing writing samples.
Research the company and position you are seeking out
- Learn about the company’s client base
- Don’t lie. You will get caught
Don’t bash a former employee, even if you had a bad experience.
Mistakes happen all time but take responsibility for them.
- Don’t make common sense mistakes
Don’t be afraid to ask for help
Agency work environment can be very fast paced, hectic and overwhelming.
- You need to be able to handle and push past stress and anxiety
- Compartmentalize your work
- Be able to manage your time
- Agency work is NOT for everyone

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Feed your inner entrepreneur with five excellent reads

3/3/2019

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Through my time in the retail industry, I’ve had many encounters with customers and one, in particular, had set me on a path to discover my entrepreneur spirit. Now here are my five books that can spark the creative and adventurous spirits in the lives of others.

One day, I had stumbled upon a speech from the Designer Calvin Klein, who suggested anyone interested in business must read Steve Jobs by Walter Isaacson. If you have a passion, need inspiration, or a thorough guideline of how one can achieve something revolutionary then buy or check out a copy from your nearest library.

My second recommended book is American Dreamer by Tommy Hilfiger. Hilfiger, a fashion designer, who became a big name in the mid-1980s through a genius ad campaign, which positioned his company as one of the four great American Designers for men. To learn more about the rise of Tommy Hilfiger then check out his book.

There are plenty of books about customer service, but here are three recommendations; The Nordstrom Way to Customer Service Excellence, The Starbucks Experience, and The Apple Experience. Each book is packed with helpful advice, examples of application and how to understand the relationship with customers. The books offer insight regarding location, leadership, innovation, and teamwork, valuing and empowering employees, and getting results. In addition, if you are trying to improve on your skills and to better understand customer service, assisting a team to improve its untapped potential or interested in becoming a business owner yourself then these are great starts.

1.    Steve Jobs- Walter Isaacson
2.    American Dreamer- Tommy Hilfiger
3.    The Nordstrom Way to Customer Service Excellence- Robert Spector
4.    The Apple Experience- Carmine Gallo
5.    The Starbucks Experience- Joseph A. Michelli

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Fundraiser Recap: Firewings #JustWingIt

3/3/2019

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What’s better than indulging in sweet, decadent desserts on Valentine’s Day? We in PRSSA knew the answer-- diving into a tray of hot, crispy, saucy chicken wings the very next day!

On Feb. 15, we held an all-day fundraiser at Sacramento’s Fire Wings 1229 Howe Ave. location. Customers simply needed to state they were from PRSSA after ordering for us to receive a portion of their revenue. In our goal of raising money, as the host of the 2019 Regional Conference, we called on our members, friends, classmates, and family to help us out by eating wings… or poke!

The lively atmosphere made it hard not to stay. With it also being NBA All-Star Weekend, all around people were ready to get a head start on their weekend with delectable wings, garlic noodles, and pineapple Dole Whip.

This restaurant, the Sactown Wings champion for the past three consecutive years, is famous for the many different cultural flavors they offer. The menu taps into a whirlpool of Asian tang, spicy kickers and the original staples of chicken wing flavors. My personal favorite sauce is called Dragon, and the sweet heat is a taste I classify as absolutely unbeatable in terms of flavor. Other customers, there were ordering the same as me, but as I looked around I realized exactly how many flavors there are available, and I took it upon myself to conduct a quick poll.

By no means was this poll easy, but it was fun to take nonetheless. Many people just couldn’t settle on one single flavor. Using the ones shown above as a guide, I strongly suggest you try them out for yourself. Whatever flavor you choose, remember #JustWingIt.

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Why not?

3/3/2019

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As my four years at Sacramento State draw to a close, I sometimes ask myself if I would’ve done anything differently. The answer is a definite yes. While I’m fortunate to say I don’t have any pressing regrets, I often wish that I had been more involved on campus, especially in my first few years.

I hardly ventured away from my social circle outside the General Education Honors Program since it was in my comfort zone. However, that changed this school year.

I joined two other organizations on campus that I’ve become quite involved with: PRSSA and The State Hornet.

I’m not sure what prompted me to go out of my social comfort zone as it has always been intimidating. I’ve always been in the habit of blending in the crowd, rarely bothering to say or do anything that would draw attention to me. But both of these seemed like good opportunities, and I admittedly signed up for each spontaneously.

With each challenge or opportunity that has come my way, two simple words, “why not,” have guided me, and are definitely the reason why I’ve pushed myself to try and do things I never would’ve done in the past. Aside from feeling more fulfilled, I believe this new motivation along with my increased involvement has helped build my confidence in a way that I haven’t felt before. As cliche as this sounds, I truly do feel like I’ve become part of something bigger than me.

It hasn’t always been easy. I admittedly have a difficult time becoming comfortable around new people, and actively trying to make new friends as an introvert takes effort. But it’s definitely been worth it. Now I leave you with a challenge. Whenever an opportunity comes your way, don’t automatically dismiss it if it seems too difficult to take on. Instead, try asking yourself those two simple words: “Why not?”

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Meeting Recap: Guest Speaker Night - Omar Gonzalez

2/24/2019

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On Feb. 21, PRSSA Sac State welcomed Sacramento Republic communications manager Omar Gonzalez as he spoke to our members about his journey into PR and the sports industry.

Gonzalez began the night by providing members with some background information about himself and his career. Afterward, Gonzalez opened the floor to any questions members had and in the process offered up some valuable advice and information.

Gonzalez started off as an Economics major at UC Davis. At the end of his senior year, Gonzalez had three options: insurance work, banking, or government work. Feeling dissatisfied with his options, Gonzalez took a chance and interned with Smithsonian Institution National Portrait Gallery as a Public Affairs Intern.

It was here Gonzalez found his true calling. Upon his return from Washington DC, Gonzalez decided to combine his passion for soccer, and his new found love for public relations and turn into a new career.

Advice from Omar Gonzalez

Have an end goal in mind and work your way back.
- It is never a straight forward path.
- Do not be picky at first.
- Exhaust all of your options.
- Use all available means to find a connection within the organization.
Be a good communicator,
- Good writer and verbal communicator.
Think critically.
- Be able to understand why you are doing something.
Be moldable and creative.
Remember: Skills can be taught and you are always learning.
When contacting firms/agencies, pose questions as if you were seeking an informational interview.
In an interview, when asked why you want the position, do not say it will be a great learning experience. This is obvious.
- Instead, talk about your strengths and what you bring to the table
If you are feeling uninspired, mitigate it
- This also varies from person to person
Work in an area that you passionate about. It will make your work life more enjoyable
Make connections with media contacts
- This can be a simple reply to their social media post or sitting down to for a cup of coffee
- Do not stress about your future. It will work out

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Meeting Recap: Intern Queen starts our semester

2/3/2019

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Meet Lauren Berger, the founder of Intern Queen Inc. and IQ Campus Marketing Agency which helps connect brands with young people who are looking for the internships and career opportunities of their dreams.

On Jan. 31, Berger helped Sac State PRSSA show what our organization can offer to our members. The room was filled with every seat taken and young professionals listening closely to the advice Berger had to offer.

Advice from Intern Queen, Lauren Berger

Resume only one page!
- Can be creative, but don't include pictures.
Cover letter - customize for position or don't have one at all.
Interviews - don't get stumped by the question "tell me about yourself."
- Keep answer short, sweet, and to the point.
  - Who are you, your major, why you want to work for the company.
ALWAYS ASK QUESTIONS AT END OF INTERVIEW!
- Position specific questions, not personal questions
  - Can you describe a day in the role of this position?
  - Characteristics ideal for the position? What makes someone really stand out in this role?
  - If I were to get the job, is there anything I can do or read up on to better prepare for this position?
  - Can you describe any challenges of this position? Pros & cons?
  - HANDWRITTEN THANK YOU CARD AFTER!!
Once you get the job, make sure it's not all about the chase - keep consistent energy!
Don't talk about how stressed you are!
Be solution oriented.
Ask to do more. Get the most out of your experience
- Can I listen in on this call?
- Can I shadow a meeting?
Develop real relationships with the people around you.

After the internship:
- Thank you note!
- Stay in touch with professional contacts at least three times per year.
  - Reconnect if out of touch

Afterward, the discussion was opened up for any questions students may have for Berger. Many students took the time to ask questions about future jobs prospects and the importance of internships.

Berger has recently released a book called Get it Together: Ditch the Chaos, Do the Work, and Design your Success. It is a practical guide packed with no-nonsense tips that will get anyone where they want to be in business and in life.

If you are interested in stories about internships, jobs, etc. then follow the Intern Queen on Instagram @internqueen. And for our seniors looking for the first job out of college check out the big sister account on Instagram @officialcareerqueen.

View this post on Instagram

Here I am with a copy of my book... finally! So surreal. I am SO excited for everyone to read GET IT TOGETHER! Preorder it today at the link in my bio.

A post shared by Lauren Berger (@internqueen) on Oct 23, 2018 at 9:50am PDT

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What is Crisis PR?

11/1/2018

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WHAT IS CRISIS PR:

Crisis management is the process a business or organization utilizes when a sudden emergency situation occurs. An emergency situation could happen to any company or business and could really be anything - a threat to stockholders, the organization or their reputation. We don’t expect them but we can definitely prepare.

Our role as public relations professionals is to help manage the incident by advising the best strategic approach to take, identifying the audience that needs to be communicated with, and collecting material that supports the strategy - statements, questions and answers, and briefing documents.

Public relations professionals need to be on top of the incident before it becomes public, while it is public, and support communications after its publicity to ensure that steps are being taken to prevent it from happening again.

EXPECTATIONS:

When it comes to crisis PR, one key point to keep in mind is that every crisis situation is different. Just because a specific strategy helps resolve one situation, that doesn't necessarily mean those same strategies will help another. With that being said, here are some general do’s and don'ts according to Seitel (2017) in his textbook The Practice of Public Relations:

Don'ts:

Don’t keep all communication channels open. While normally it may be a good idea to keep an open flow of communication between multiple corporate officers and the press, at times of crises, it’s better to speak with a unified voice as to avoid any miscommunication. Appointing one person to be the spokesman (or spokeswoman) for the organization would be much wiser to avoid any unnecessary confusion.
Don’t always place the CEO in front of the firing squad. During crises, the press would most likely want to speak directly to the individual in charge, which at time may be unavoidable, but if possible, it’s best to leave that job to the person appointed and trained for the communication task.
Don’t always take the lawyer's advice. Typically, in a situation where the fate of the organization is at stake, the lawyer may recommend for the CEO and/or spokesperson to “just say nothing” to the press, but that isn’t always possible. Instead, responding to the press with a clear and well thought out response would be a much better approach.
Don't lean toward withholding the information. Simply put, it’s better to attempt “controlling” the situation rather than letting it go in whichever direction it wants. To piggy back from the last point, a decent response is sometimes better than no response at all.
Don't always answer every question. Like mentioned above, its better to provide some kind of information than none at all, but that does not mean every question should be answered. Some things just cannot be or should not be answered if there’s a good chance the answer will damage the organization. Strategically select what’s being answered.
Don’t ever lie. Surely, there’s no need to expand on this point. Just don’t do it.

Do’s:

Do be flexible. It’s important to “be prepared” if a crisis unfolds, but it’s impossible to be prepared for every situation, therefore, being as flexible as possible will indeed be much more effective in dealing with crises rather than always sticking to a structured response plan.
Do respond early. The manner in which news stories initially roll out regarding a crisis can easily set the tone for the rest of the ordeal, so it is best to come out early and provide a statement as soon as possible in order to avoid any incorrect assumptions being made about a situation and the organization.
Do speak with one voice. Going back to the first point in the “don’t” section, speaking with a unified voice is perhaps one of the best methods in order to avoid any unnecessary hurdles.
Do be prepared to make a move. As mentioned earlier, once a crisis strikes, time can work against an organization if they're not too careful. It may hurt them more by staying silent for too rather than preparing and delivering a brief statement, even if all the facts have not been gathered yet.
Do fire back if you’re wronged. In a situation where a false accusation has been made about an organization that is unfair or just simply incorrect, it’s okay to fire back at those who aim to wrong the organization and set the record straight.
Do seek out your allies. In a crisis, generally, organizations will need all the help they can get. Seeking out support from anyone who believes in your business is a very beneficial way to regain traction.

[Source: Seitel, F. P. (2017). The practice of public relations (13th ed.). Pearson.]

EXAMPLES OF PR CRISIS MANAGEMENT

Here are some real-world examples of PR crisis management for some of the world’s biggest scandals.

Johnson & Johnson’s Cyanide-Laced Tylenol Capsules (1982)

The scandal that brought us tamper-proof packaging on medicine was the country’s biggest crisis at the time. Johnson & Johnson’s came under heavy scrutiny when in Chicago seven people died after taking Tylenol tablets that were laced with cyanide. Johnson & Johnson’s response was to pull over 31 million bottles of Tylenol from the shelves all over the country, at the heavy cost of $100 million in losses for the company, and halting production and advertising completely. They also got involved with police, FBI, and FDA to help catch the killer, offering a $100,000 reward. When production began again, they introduced tamper-proof packaging to help ensure this never happens again.

This case is renowned for its success in crisis management as Johnson & Johnson, as well as their product, Tylenol, were able to make a complete recovery and strong comeback. Because the company showed great concern for customer safety and made gestures that showed that customer safety came first, they were able to keep their name in a good light and gain appreciation from the public.

Domino’s YouTube Scandal (2009)

While Johnson & Johnson’s example was the perfect example of crisis management, Domino’s Youtube scandal can teach us a thing or two of what not to do. In 2009, two Domino’s employees posted a video on Youtube of them doing a number of unsanitary acts to customer’s orders before giving them out. Because 2009 was a time of baby steps when it came to the internet and social media, Domino’s didn’t respond to the video until 2 days later, which proved to quite damaging as it gave the situation 48 hours to become viral and nation-wide news.

Domino’s eventually managed the situation by posting a response video from the Domino’s president, firing the employees, shutting down the store where it happened, and opening up social media accounts for a stronger online presence. But perhaps had they responded earlier, it still wouldn’t be a topic we discuss almost ten years later.

IAC Exec’s Insensitive Tweet (2013)

Sometimes the a company’s crisis has nothing to do with outside sources; the crisis could be you! When Justine Sacco, a PR exec at IAC, tweeted out before a trip to South Africa, “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!” it stirred a social media storm. To save their reputation, the company fired Sacco and issued a statement distancing themselves from Sacco’ actions and the tweets implications. While the company was able to walk-away from the incident more or less unscathed, the same can’t be said for Sacco.

It’s important to remember this example as future PR professionals. The company used crisis management to save their reputation but it came at the cost of their PR chief who should’ve been aware of the power of social media and public image.

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What's Happening in the Hive?

4/14/2018

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The weekend is officially here and we are only five weeks out until the end of the semester. So, before our future stress becomes a reality, let’s have some fun!

In the past years, the local music scene has been flourishing. However, since the Naked Lounge stopped providing a space for all ages performances, it has been harder to see some of the incredible artists located here in Sacramento.

Nevertheless, Shine Cafe is an all ages venue still putting on shows. The building is hard to miss with a bright blue neon sign on the corner of E and 14 St. The inside is a wide open space with plenty of seating so everyone can watch the performances from a comfortable spot.

Beginning at 8 pm, this event is only $8 per person! The night will begin with local singer-songwriter, Carenna KT, with a solo set. Next up, Hidden Animal will be bringing in the folk as a two man performance. Closing out the show is local Americana group, Darbytown.

Even though it is an all ages venue, there are still many drink options for those 21 and older, including beer, hard cider. Shine is also a coffee shop and make a delicious Namaste Latte, which is a mix of matcha, a hint of vanilla and sweetened with agave nectar. They do shut down there kitchen during shows, but still make a kickass grilled cheese until closing.

For more information, check out their future events on their website at
shinesacramento.com/

April is upon us, and you know what they say, ‘April showers bring May flowers’. With the California sunshine coming and going so sporadically, we want to make the most of the warm weather when we get the chance!

Located by the river’s edge, Sac State is within perfect distance of some great hiking trails. My job is to help narrow down that seemingly endless list of trails to the best of the best. Heading up river to the beautiful Auburn foothills, American River Canyon Overlook Park (quite the mouthful, I know) is home to many picturesque trails. With gorgeous views of the American River Canyon down below, waterfalls, and great foliage for shade, the 8.6 mile hike out to No Hands Bridge is a perfect trail to spend those hot spring days on.

Another great trail in the Auburn area is Lake Clementine. Get your cameras out for this one! While your 4.5 mile hike along the dirt path may look like any other hiking trail in town, the end result is one for the books! Lake Clementine Trail features a prime Instagram spot at the Lake Clementine Dam. Stand out on the rock (you’ll know the one) and snap a photo with the man made waterfall. You may even be lucky enough to capture a rainbow!

American River Canyon Overlook Park:
855 Pacific Ave
Auburn, CA 95603

Free parking, restrooms, water.
www.sacbee.com/entertainment/living/health-fitness/Bike-hike/article77131532.html

Lake Clementine Trail:
137 Old Forest Hill Rd.
Auburn, CA 95603

$10 parking
www.parks.ca.gov/?page_id=1141

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How to Build a Professional Portfolio

4/5/2018

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Written by: Dillon Byrne, Eric Phomthevy

When diving into the professional world, it's practically mandatory to have a resume. Most employers are going to turn you away without one. If everyone has a resume, then how do you stand out? Well let's first define a resume as a document used by an individual to state the prior work experience and skills to their potential employers. These employers comb through multiple resumes with everyone claiming what skills they have. Anyone can claim to be adept in writing, web design, or any other content creation. It’s another thing to present proof.

Essentially, that's what a portfolio is. A collection relevant documents and prior projects that you can show your potential employer to provide a visual representation of your talents and skills.

The Portfolio is going to be a visual representation of you so first impressions are important. Your portfolio should not be a loose set of papers, but rather compiled and organized into a neet and presentable document. The first thing in your portfolio should be a title page. This page should include your name, address, email, phone number as well as the date the portfolio is being presented.

Next should be a cover letter. A blog about how to create a cover letter was written earlier in the semester if you would like an example. But this should be a brief summary of your strengths, skills, and goals. Following the cover letter should be the table of contents, highlighting all the major points in your portfolio with page numbers. Next should be your current resume.

Now we start getting into the meat of the portfolio. After your resume, you should have a statement about your current goals. If you are still in school, this should be your educational goals as well as what you hope gain out of reaching these goals. If you have graduated or are about to, this should be what your professional goals are. This section should not be all that long. A paragraph or two.

The next section is where you have a more detailed description of your work experience. You should have mentioned some previous jobs in your resume, but this section gives you a chance to expand on that. When an employer looks at a resume and a job title, he or she may not always know what that means or entells. This is also a section where you can add how and why you were an important player in that position, if relevant.

Next, the bulk of the portfolio. This section is where you place all of your supporting documentation. Meaning all the examples of prior work you wish to share. It is important to note that you should not put every single thing you have ever worked on in your portfolio. You should only put one or two example of each type of document you wish to provide. For example, if you have several news articles written, choose the top one that you feel shows your skillset the best.

The next section is where you place any letters of recommendation you have aquired. And following it, you should place any relevant awards you have been given.              Next, let’s explain why having a portfolio is important. So far, what was covered was how to make a portfolio, and we skimmed over the importance of one. From a professional standpoint, having a portfolio provides tangible proof of your skills and abilities, which definitely helps if you want to demonstrate that you are a qualified candidate for a specific job.

Providing samples of your prior work and projects not only shows potential employers that you are qualified, but it also shows the kind of individual you are. This allows an employer to not only see that you’re capable of the job, but it also shows that you are a good fit for that job in regards to its culture.

Having a timeline of your previous work also shows how you’ve developed as an individual. Your portfolio is a living document, which evolves over time. This is probably not directly important to a potential employer, but it is important to see where you’ve have started in creating your career. In short, it provides perspective. Having an appreciation for the process of making and understanding a portfolio is the take home message here, and we hope you agree!

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Spring cleaning “Less is More”!

4/3/2018

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Written by: Jordan Farley, Jennie-Marie Britton, Cristina Becerra

With summer just around the corner and the weather outside getting nicer by the day, there is only one more thing to do before we can be totally care free. Okay maybe more than just one thing, but one step in the right direction is… you guessed it! Spring cleaning!!!

With everyone getting ready for the summer time and people starting to look at where they want to live next year, spring cleaning is better off done sooner than later. It is time to go through your closet and donate any gently used items that no longer serve a purpose for you. It is also a great time to throw away anything that is no longer necessary, such as expired food, old used up notebooks, and keep everything organized. Organization is key right now with finals roughly seven weeks away. Make sure in the midst of all the cleaning, that you do not get rid of any important study materials. Try keeping all your school work in a notebook or a folder, so when finals week comes around you are more prepared than ever!

As the end of the school year approaches, it is the prime time for most of us college students to figure out where we are living next year. Moving can often be a dreadful thing for some. However, if you do your spring cleaning right, moving can be a breeze. Just make sure to keep everything organized and remove the extras from your life and house, and you will be in great shape!

To make moving, or even just your room cleaner and accessible, try to minimize your closet! First, with the heat approaching start by packing the majority of your thick winter clothing such as coats, scarves, beanies, etc. Sacramento weather in the summer definitely will not leave you feeling the cold! Second, while putting things away in your storage, take a moment to ask yourself “did I even wear this?” If that doesn’t help ask the question, “have I worn this in the last 3 months?” If the answer is no we strongly recommend donating your unused/unwanted clothing! Some places even offer a trade in/cash for certain items!

Once you’ve managed to dig through all your winter clothing, take a look through your summer clothes and ask yourself a similar question, “will I wear this during summer?” If not, then make sure to throw it in that donation pile you have already started! Minimizing your space can also help with organization and analyzing how many things you really don’t need. If you can identify what purchases you were making that you really don’t use, you can apply that knowledge to all future purchases! The hardest part is just getting rid of those years old clothing and it only gets easier from there!

Now that your material possessions are in line, it is time to spring clean your body, mind, and spirit! Yep you heard that right, now take a deep breath in and exhale those worries away. As mentioned before finals are in view and stress can clutter your life. During this time of spring cleaning try to make time for exercise. Exercise has been known to relieve stress and focus the mind which is very helpful while studying for exams. Second, meditation for just five minutes a day can help clear your mind of toxic thoughts and stress. Last, but surely not least, your spirit. Along with meditation, your spirit can be lifted in many ways including going on a beautiful hike with friends, taking a night to hang out with friends or family completely forgetting about the things the stress you, or simply taking a nap to regroup your thoughts.

Best of luck to you as you tackle these steps on accomplishing successful spring cleaning!

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