PR Communication Review


                I thought my final class blog for my PR communication blog would be perfect for a review of one of my favorite classes. We had so much creative freedom in this class and that was one of the things that made it the most frustrating but the most beneficial class ever. We learned so many different methods of writing that I know we will all use in our very near professional futures. I feel confident that I now know how to utilize all the different writing methods that would make me a great PR professional.

I’m confident after all of our assignments in this class that writing for clients in the future will be a pretty easy transition. One of my favorite parts of this class was that we were able to write for real clients and do real work that most of the clients actually used or implemented. The fact that our final project was using real information and working to help benefit our client in the future really motivated everyone to think outside of the box and come up with some great ideas.

Another aspect of this class besides the actual instruction of it, are the connections and friends I made with my classmates. I feel like this group of people is going to go very far in the PR world and I am glad to have each and every one of them in my network. We have gotten so close through our beginning steps into the real world together that everyone would do anything to help each other if assistance is ever needed in the future. Working in our groups for our final project really helped give us all a feel of how it works in the professional world as well.

I am blessed to have taken this class and learned all that I have in my final semester at UNT. I hope to only make my instructor as well as Mayborn School of Journalism proud in my PR endeavors in the future.


Journalism 4470 Ethics Law and Diversity Review

That being an ethical professional can most of the time be so much harder than taking the easy way out and being unethical. One main takeaway from this class is that our profession presents so many opportunities to be unethical and we just have to do the right thing. Doing the right thing isn’t always the popular opinion either, which is what makes being an ethical professional challenging.

Learning about the different ethical theories was really interesting to me; I find it interesting that so many intelligent people can have so many different views on things. The different theories represent many different ways of thinking through a situation and sometimes picking one over another is best. How people think through the decisions they make has always been an interest of mine and the first part of the semester taught me a lot about that.

One of my favorite parts of the semester was learning about subliminal advertising and hearing about ethics from an advertising point of view. Since I am a PR major and have been hearing about how to be an ethical PR professional it was really interesting to me to see how the other half of strategic communication has to deal with ethical issues.

Case studies will not be missed but they will be used and referred too throughout the beginning of my professional career. As much as I don’t like them and don’t want to admit it, I actually enjoyed researching an issue and finding the rights and wrongs and how that issue came to be with the manner of thinking that caused it. The case study groups I had were amazing and that might have had a lot to do with it as well, I liked having a mix of advertising and PR students because you got so many different and unique views.

Learning about all the things in regards to the law was another part of the semester I really enjoyed. The section on libel and slander really opened my eyes to what can happen when the truth isn’t reported accurately. It has made me very aware that my actions and what I publish or say can really backfire if I don’t get it right the first time. People don’t mess around when it comes to their reputations. The other parts of the law section I liked learning about were the differences between trademarks and copyrights; I honestly used to use those words interchangeably. Learning about all of these things in school makes me feel like I am ready for the real world with all of the real consequences that could potentially happen from a bad decision. I think I’ll be okay in that department however.

Being in this class has really been an amazing learning experience for me. When I first found out I had to take ethics I was a little scared and thought it would probably be the most boring class ever but learning about these things isn’t boring when you use real life examples and case studies to bring the concepts to life. I really enjoyed the different case study presentations as well, who knew that so many people have made such bad decisions before! I always thought to myself through every presentation, “what the hell were they thinking?” hopefully no one ever says that about me in any ethics class in the future.

This class has inspired me to live out my professional career in the most ethical and rule abiding way possible. I’m very glad to have had this class offered/forced on me in my last semester of college because this stuff really is important.

Social Media and Musicians

Being a public relations student there are so many different industries you can work in from government PR to entertainment PR you have so many options to choose from. Personally, my passion is music and my obsession is the music industry. Scouting new talent and bringing that talent to the forefront is eventually what I want to be able to do for up and coming artists. The first thing I would want to instill into any new artists brain is the power of having a strong online presence and the need to be active on social media.


Recently I read a book titled Cyber PR for Musicians by Ariel Hyatt, this book gave an amazing number of tips, tricks and tactics for artists trying to strengthen their online presence as well as create it. From having a website to using analytics on Twitter this book explains it all for you, in very easy to understand terms. The book teaches necessary social media vocabulary for all those beginners out there then follows up with the hard stuff for all those social media savvy people reading.


This book is also great for anyone that isn’t an artist but is trying to work in the music industry doing digital/social media monitoring or planning. There is something for everyone in this book and I highly recommend to any aspiring PR professional in any aspect of the entertainment industry to read it!


Here is an excerpt from my analysis of this book split up by chapters:


Chapter 1: Website

  • The front door of your social media house
  • This chapter explains all the many reasons why having a website is essential to starting your social media house. Hyatt explains it as being the front door because it should be a place that someone can go to find links to everything about you, including your social media, biographies, pictures, videos, anything you want to share with the world should be centralized here on your website
  • This chapter also gives many different tips to creating and maintaining affordable and effective websites as well

Chapter 2: Facebook

  • Room 1 in your social media house
  • This chapter gives many insights into how Facebook operates and how you can utilize the platform to achieving your personal successes
  • Gives instructions and information about creating a fan page and not just a personal account
  • Tips on how to create engagement and encourage likes on your page
  • Tips on how to utilize platforms that connect to Facebook such as Spotify and Rdio while also giving a crash course in Facebook Ads

Chapter 3: Twitter

  • Room 2 in your social media house
  • This chapter gives an overview of how Twitter works and operates as well as how to communicate effectively to your followers in 140 characters or less
  • Twitter terminology is taught as well as how to utilize platforms like Hootsuite and TweetDeck designed to help monitor hashtags, schedule tweets and remain organized while trying to maintain constant contact with followers
  • This chapter also teaches how to increase engagement and follower counts as well as give advice on who to follow within your industry and genre of music to help get your name out there to more people

Chapter 4: YouTube

  • Room 3 in your social media house
  • This chapter gives instructions and tells the benefits of setting up and maintaining a YouTube channel in a few short steps and points. This is one of the crucial things that an up and coming musician needs to showcase his/her talent online
  • Gives tips on how to strengthen your YouTube channel once it has been created like posting often, engaging with viewers, skinning your channel to match your branding and tagging your videos with appropriate tags that will drive more traffic to your channel

Chapter 5: Blogging

  • Room 4 in your social media house
  • This chapter gives advice on how to manage a blog, create a blog and the top blog creation websites including WordPress, Blogger, Tumblr and others
  • It provides many reasons why every musician should blog and how to target your blog to the audience that you want to be reading it, with that it gives advice on how to measure your blog’s effectiveness by utilizing analytics

Chapter 6: Pinterest

  • Room 5 in your social media house
  • This chapter gives an overview of what Pinterest is and what it is capable of when utilized properly
  • Instructions to the creation of a Pinterest account as well as a vocabulary lesson in Pinterest terminology is relayed in the beginning pages of this chapter as well
  • The thing I found the most interesting is that 13 Pinterest board ideas for musicians that Hyatt came up with that become necessities for musicians on this social platform. It gives musicians 13 great boards to start building that relate to their goals and interest as musicians

Chapter 7: Marketing & Newsletters

  • The roof of your social media house
  • This chapter gives advice and tips to creating an interesting and widespread newsletter to your target market. It starts by showing you’re the proper newsletter outline, how to write an engaging newsletter and a list of 11 things to do when sending your newsletter
  • A newsletter is one of your biggest marketing tools because it helps keep your fans in the loop as to what you are doing and when they can expect to hear new music or see concerts in their areas
  • Big takeaway from this chapter is to make sure to add people to the recipient list carefully, make sure they have opted in to receive your newsletter and it isn’t being blasted to a wide range of people that don’t care and end up reporting it as spam

Chapter 8: Google

  • The sun shining above your social media house
  • This chapter explains how Google operates as well as giving a list of 8 useful tools that Google provides that can help boom your success as a musician
  • Not only does this explain SEO and building traffic to your site but it also explains Google+ and how to utilize it to connect with other musicians and industry leaders
  • Google is so much more than just email and searching, that is what Hyatt tries to instill into your brain in the course of this chapter

Chapter 9: Mobile

  • The chimney of your social media house
  • The biggest take away from this chapter that most musicians don’t already know are the 7 mobile apps musicians need

o   Square

o   Tweetbot

o   Facebook Pages Manager

o   Instagram

o   Dragon Dictation

o   Smartr

o   Sendhub

  • This chapter explains the benefits of texting and mobile apps for musicians which we are already pretty aware of but there are a lot of little tips and tricks in this chapter that are worth reading about
  • Having a large enough base of followers on your mobile app can be a dynamic way of interacting with fans







First Amendment


The first amendment of the United States constitution states, “Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the government for a redress of grievances.” In the eyes of a journalist, PR professional or advertising professional what we get from this amendment is simple, we can say or publish whatever we please as long as it is truthful and not intentionally trying to demean someone.

The line gets blurry however between what we are granted the ability to do from the constitution and what is considered ethical by our field of strategic communications. Take for example the case of “Wal-Marting Across America” where two journalists who were hired by Edelman Public Relations to pretend as if they were normal people starting a blog about their experiences with Walmart guests and employees in different parts of the US. Under the law this is perfectly legal, the two journalists were blogging about experiences they had but under PRSA ethics codes this situation was not ethical. Edelman, one of the nation’s most powerful public relation firms, broke the code of ethics by not disclosing necessary information. Under this code, members should reveal the sponsors for causes and interests represented. As for the journalists, under the Society of Professional Journalists code of ethics they were not acting independently. The two journalists had a conflict of interest in this subject and did not remain free of association or activity that could damage their credibility. They did not disclose they were hired to do the “Wal-Marting across America” blog until a news article exposed them, damaging the credibility of everyone involved.

This case has sparked many outbreaks of “anonymous” postings about restaurants, hotels, bars, amusement parks and other attractions with negative or positive reviews. The fake reviews are usually posted by either a competitor of the company or by a public relation agency posting on behalf of their client without their knowledge to gain free publicity. This epidemic has been offensive to many different people in various industries, especially bloggers. Bloggers spend their time establishing this honest and credible online presence with their followers while others see it as a big joke and that they can persuade anyone about anything they post.

One of the biggest issues that I think PR has with the blurred line of acting ethically while being protected by your rights in the constitution is the disclosure of information. This code gets infringed upon every day by different professionals being swayed or “woo-ed” to say, write or publish things that they wouldn’t have normally done if they hadn’t received some sort of compensation. While what they say, publish and write is all protected by the law, this practice is not accepted through codes of ethics from PRSA, AAF, SPJ or any other form of strategic communication.


The first amendment is one of the most important concepts that everyone working in the strategic communications industry should have intensive knowledge on. You have to know when you are protected by the law and what you are allowed to do with regards to speaking and living your life. Ethics codes should also be studied by professionals in this industry as well because of how much they directly correlate to our credibility as professionals. You should always act ethically in everything that you do especially when you are practicing your protected right of free speech and your freedoms with being about to report on any news subject you so choose.

Coming Forward

Photo From Mr. Wallpaper

The public eye never blinks. That statement has got to be one of the most powerful concepts that many people don’t think about or even realize. The facts finds a way of coming out through some of the most absurd ways possible at times. As individuals, we think we can keep anything a secret, whether it’s about our private lives or anything else we don’t want people to find out about. What I am coming to realize through my own research and personal life, is that secrets usually exist between two people. Meaning one more person other than yourself is aware of the thing you want nobody else to know about. People are always watching, listening, observing, and communicating with other people on a daily basis and really whether you want to believe it or not your secret isn’t so secret. The public eye never blinks.

In thinking about this concept of a secret critically for a few days, I thought about it in relation to business. Companies are participating in shady business every day, from violating health regulations to safety precautions they think they can get away with anything. Well guess what? Eventually your company can be front page on a major publication for something you thought nobody would find out about, causing a public relations disaster for everyone involved. If a secret can barely exist between two people what makes anyone think a group can maintain that trust of not leaking information to anyone else?

Now using what I have learned from this I thought about this concept in terms of public relations. What makes a good public relations practitioner is having an outstanding level of credibility, meaning holding your clients accountable for their actions. In terms of PR, if a client was ever involved in a situation that has the potential to hinder their career or reputation, coming forward first is such a huge step in the right direction. It’s kind of like a break up, would you rather someone else tell you that your boyfriend is about to break up with you? Or would you much rather him tell you first? I think I know the majority opinion on that question. This concept is quite the same with clients, if they bring their faults to the forefront, apologize and begin corrective actions then things will be so much easier than having a secret leaked to the media causing a huge scandal that can require months or years to fix.

There are numerous positive and negative examples of this concept but I’m going to lighten the subject a little and use a pop culture reference. David Letterman, who is about to turn 67, announced on his late night show that he would be retiring in the coming year. He announced this live to his audience and staff all at the same time. While in this situation there was no foul play at hand, it was such great PR for Letterman to announce this himself instead of being forced out by media and late night viewer comments. Letterman knew it was coming, he knew he was the oldest of the late night talk shows and saved himself the pain and trouble of dealing with the circus that could erupt from this story and just came forward on his own and did retired.

I think Dave is smart enough to realize that it’s be best to exit before the narrative begins about him being the eldest of the late night hosts and stories begin about when he’ll be leaving or worse–when he’ll be pushed out. He’s exiting in a great spot. He handled it very well.” –Glenn Seling

Letterman has had a positive track record of keeping it real with his audience and the media, in 2009 Letterman revealed the news of him having affairs with female CBS employees. He didn’t wait for this story to explode on its own, he came forward and did what was right and was widely praised by many for being so proactive in dealing with that situation.

Coming forward on your own is always the best bet, don’t want for something to come out about you to address it. Be upfront and maintain your credibility by holding yourself accountable. Oh and always remember, even when you think no one will notice, someone somewhere is going to notice. The public eye never blinks.

david letterman retirement cbsPhoto from Fox News



Before I start my blog on how prominent social media is in today’s society, let me take a quick selfie.


If you didn’t already know, a “selfie” is a picture of you taken by you, usually by extending your arm and snapping the picture. The selfies that people take of themselves usually get sent to friends or family on various social media platforms. Specifically, Snapchat and Instagram, these are the two social networking platforms that usually get the most selfie postings.

Posting selfies/sending selfies to friends has become such a daily habit for so many people in the world that a song was made of the epidemic. A DJ duo out of New York City, named The Chainsmokers, came out with their dance floor anthem #Selfie in January of this year.

The song itself has a techno, electronic beat and the only lyrics that are present in the song are spoken. The spoken lyrics are mostly making fun of how girls act in club/bar scenes, taking selfies, picking filters to make themselves look better, talking about boys and talking bad about other girls in the bar. Many people say that this song is the demise of this generation while others see it as one of the most hilarious songs ever by depicting the act of taking selfies that is so near and dear to many of us.

Another thing that The Chainsmokers did in their music video that I see was so brilliant and fitting was to include social media celebrities like Nash Grier (Vine) and Acacia Brinley (Instagram). Putting these people in the music video just illustrates the point of just how powerful and prominent social media is in our society, you can be so popular on a social media platform that the world would recognize you in a music video. The power social media has in today’s society is just outstanding, I honestly get frustrated when people say social media isn’t important or it’s pointless because honestly it’s everything. Social media has become a standard for so many businesses, you just need to have it now days.

In case you didn’t catch the video, here is The Chainsmokers video for #Selfie. Enjoy!



Working in the entertainment industry doing PR for a record label is my dream. Last weekend, there was a big entertainment PR conference at Louisiana State University and guess what, I couldn’t go. I was so upset I couldn’t make it to the conference but to make up for it I followed the conference hash tag as well as all of the live tweets to see how the conference was going.

Live tweeting and utilizing social media during big events to keep people informed, to remember great moments and to share your insights is a very big trend these days. If we are live tweeting, Facebooking, Instagramming and Vining at every other big event, why not do it for your own wedding?

weddingPhoto from BudgetWedding22

The W Hotels in New York are actually offering a social media service to those getting married/having their reception at their hotels but for a price of course. For $3,000 you can pay to have your wedding coverage broadcasted on social media on behalf of a social media expert from the hotel staff. The services include:

“• Live-tweeting of the ceremony and reception
• Instagram photos and videos, as well as Vine videos
• Curating a unique wedding hashtag
• Encouraging guests to “utilize” (not use, “utilize”) the hashtag as they post to social media
• Set up and maintenance of wedding blog before and after the day
• Curating registry wish list and dream honeymoon Pinterest boards to inspire couple
• A wedding social media recap for the couple, including a Shutterfly book complete with social media highlights from the planning process and a collage of the best tweets and Instagrams sent during the wedding”

Photo from PR Daily Article

While the thought of this sends PR Daily writer Kevin Allen into a chronic state of “WTF” I think it’s actually pretty genius. People that couldn’t make it due to various circumstances won’t miss a beat, you can recap your whole evening days, months or years after and you get guest insights from seeing what they were saying during it! I would actually love having a hashtag for my wedding; it’s like a guestbook online pretty much.

I do think $3,000 is a little pricey for this service, but when you think about it, it really is a lot of work. I don’t know if I would actually pay someone this money to do this but it definitely is a great idea to have out there for people who have guests in attendance that aren’t social media savvy.

We all know the future of PR is turning towards relying more heavily on social media, and what better way for a hotel to showcase their amenities than to feature events there? This hotel is getting prime coverage from any guest of the wedding, friend of guest or family from out of state or even country. I think this was a strategic move on behalf of the W Hotel to offer this service, not only for their personal benefit but for the benefit of the couple getting married as well. Those memories are online forever; it’s like a gift that keeps on giving.



Becoming a member of student organizations while in college is crucial to your future success in your profession. The opportunity for leadership positions, networking with peers and having a good time are all opportunities student organizations can give you.

Recently I have realized how important it is to not only be a member of an organization but to be a member of an organization that pertains to your major. Many different conference and career day events that I have been to lately have all spoke about the valuable network, knowledge and benefits you gain from being in a professional student organization.


Luckily, I took advantage of the opportunity to join two wonderful professional student organizations while being in college, those being the Public Relations Student Society of America and the National Association of Hispanic Journalists. In both of these organizations I have been given opportunities to do things that otherwise would have never even heard of or known about. Things like agency tours, networking opportunities with other members, conferences, weekly meetings, internships and so much more.

Honestly, I don’t think the concept of joining organizations like these are really stressed as much as they should be in our classes. Sure they are advertised on paper but I think they need to be announced during classes related to the organization and in mass emails from the university. Sure social organizations like fraternities and sororities are great too, but there is so much more you can gain from being in a professional one as well.

One way that PRSSA has helped me so far this semester is by helping me connect with other students around Texas that are interested in the same things as I am. At the PRSSA regional conference I had the pleasure of meeting a girl from Baylor that pretty much was my long lost PR soul sister. We both are interested in the entertainment industry, moving to Los Angeles and of course public relations. Coincidentally we share the same name as well, we thought that was just the cherry on top. After meeting at the conference about a month ago, we stayed in contact and are currently planning a trip to LA together to do agency tours, applications and apartment shopping. Another great thing about our trip is the fact that the LA chapter of PRSSA is hosting a one-day conference on one of the days we are there, which of course we are attending. I just think it’s awesome that we were strangers just two months ago and now we are planning a trip to another state together while feeling like we have been friends forever.

It’s weird to think about but these people you meet aren’t only your friends but can also become your competition for jobs, internships and opportunities. You can’t let that stand in your way though, strengthen your relationships with as many people as possible because you never know when you might need their help or they might need yours.

Take advantage of all the organizations your university or city has to offer, no matter if you are a student or a professional, there is still so much you can learn. I plan on transferring both of my memberships in student organizations to the professional ones once I graduate so I can keep my involvement while meeting new people. What is there to lose but maybe $80 a year on dues? Nothing. Go join something.

Student Organization

“Get involved with the chapter as early as possible in your membership, and stay involved over time. I waited too long to get really active because I thought I had to wait to be invited by someone. It turns out that Chapter leaders were waiting for me to decide what I wanted to do. When you’re active in PRSA, you get many-fold returns from your dues investment.”  – Blake Lewis, PRSA Dallas member



If you have ever tried calling a social media company, you know it’s nearly impossible to get a real live human on the phone. The last time I was locked out of my Twitter account I was searching the internet for about 20 minutes just to get a phone number to call. Once I found the number, I immediately called it trusting it to connect me to someone who could help me get back into my account. People all over the world experience social media issues and hiccups daily, it’s almost impossible to even estimate the amount of phone calls that are made to these companies. 

One person that could give you an Idea of how many calls social media companies daily is Matthew Hanson. Hanson was a senior at the University of Southern California when he received the guidelines for his final project in his “Strategic Writing for Public Relations” class. For this project, he was required to create an online newsroom for a company or product of his choice. If you have ever taken a PR class you know that most teachers give you the freedom to base your assignments off of real companies. His choice was Snapchat, the mobile app that allows users to send pictures and videos that disappear within a chosen number of seconds. 

Using WordPress, Hanson created his project incorporating Snapchats important information. He posted the Snapchat logo along with facts and questions, biographies of the founders, contact information and links to other information. In the contact information section, he listed a fake email address as well as his personal cell phone number. Thinking no one would actually call him.

His project contained so much SEO optimization that this WordPress was appearing in the top search results for Snapchat on Google. You can probably guess what happens next, the phone calls. Not too long after his project was posted he was receiving phone calls left and right about Snapchat. Agencies, media outlets, journalists and upset users were flooding in like crazy. 

Hanson is quoted saying, “I didn’t know what I was thinking publishing my real number on the internet” and “I never thought that anyone would find the site.” This goes to show you that when doing projects for class or practicing building sites online, you need to always add a disclaimer if you are not affiliated with the company. Another tip would be not to put your real contact information out there anyways, but we all already know that.

Hanson quickly took down his phone number and added disclaimers all over his WordPress. He told viewers that the site was created solely for a class project and that he is in no way associated or affiliated with Snapchat.


This story shows that school really does teach you how to be successful in the professional world, for a few days Hanson was Snapchats unofficial PR executive. Professors and employers don’t give us enough credit, especially in Hansons case because his project was only deserving of a B.

Can I Have Your Attention Please?

 Boring Presentation

How many times did you check the clock the last time someone was giving presentation? If you can remember the number then that’s already a bad sign. Listening to boring content and lifelessly staring at visually unappealing slides while a painfully monotone speaker presents can easily make 30 minutes feel like eternity.  I’ve had to sit through so many presentations like that in my lifetime that I make it a priority to ensure my presentations do more than encourage yawns and clock checks. In a way I think I was blessed in the fact that public speaking comes so naturally to me, especially when I hear of some people who would rather swim in a shark tank than give a presentation. Of course I get butterflies before the fact, like every other human being, but I actually enjoy being in front of people.

Being a public relations major, I believe this quality is crucial to my professional success. Being able to keep somebody interested in what you have to say is hard to do sometimes, and in PR that is at the root of everything we are trying to do. When we pitch ideas, hold events and write press releases what we are ultimately trying to do is grasp the attention of people to give them a message or idea. Public speaking is great practice for being able to write different PR materials more effectively in my opinion. Let’s say you write a story and it gets published, that’s great and everything but how do you know people actually read it? How do you know they didn’t get bored after the first sentence and flip the page? The answer is, you don’t. When giving presentations however, you can see when people are looking up at the clock, checking their phones, staring out of the window or acting just plain uninterested. When this happens it’s probably safe to assume your presentation wasn’t interesting enough to attract attention, in other words, if your presentation were in print you would probably get a page flip.

PR Daily posted a great article this week that really put the art of giving presentations into perspective for me. The article states, “When you get to that point in your career where you’re invited to speak at industry events, your reputation as an expert rests in part on capturing and holding an audience’s attention. Expertise is not enough if you can’t make yourself understood.” This quote really speaks to me because of the blunt truth it conveys, how are you going to share your business, story, program, idea or event with people if you can’t hold their attention?


The article then goes into detail on how you can avoid a disastrous presentation by implementing a few strategies. The first one went into detail on visuals, which consist of graphic or video placements on your slides or posters that break up boring blocks of text. Visuals are shown to increase audience attention because it’s appealing to the eye to look at.

The second strategy the article elaborates on is avoiding a data dump, or more simply an information overload. Your presentation isn’t to try to get your audience to memorize various statistics and figures, it’s to motivate, inspire and get them to act upon something. Focus more on why your topic is important rather than giving data/information about your topic from the last 20 years.

Incorporate anecdotes or stories into your presentation to give it life and make it more relateable for your audience. Everyone likes a good story, you just have to figure out how to tell it in a way that won’t lose sight of your presentations purpose.

The fourth strategy talks about what I believe is the one thing presenters often forget to do, research the audience.  If you know about the audience’s needs, perceptions, interests, backgrounds and ages, it will make your life a whole lot easier when coming up with content that will capture their attention.

Last but not least, practice, practice, practice. The best way to ensure your presentation will be without fault is to get the kinks out with a practice run. You need to know your information backwards and forwards in case any questions/objections arise or if technology just flat out fails you. Winging it is never the best option, take the time to practice and you will be amazed at the difference.