This weekend I went to a conference put on by PRSSA, a group I’m not a part of, but will probably join next year. PRSSA has a focus on Public Relations and was chosen to put on the regional conference for their organization this year. Although I’m a Marketing major, there is a lot of crossover between the two career paths. The following is some of the best advice I learned this weekend from some of the very engaging speakers I was privileged to listen to.
Scott Deitz, Senior Vice President Fleischman-Hillard
How does one succeed in the PR industry?
- Excellent writing skills
- Business knowledge (PR is usually a communications/journalism major)
- Intellect – both emotional and logical intelligence
- Passion for what you do
- Social Media Knowledge
- Work well in a team – someone who can take the lead, but sometimes follows
- Loves to learn – read the Wall Street Journal
- Produces timely, accurate, and measurable results
- Willing to sacrifice
- Define and differentiate yourself – show on your resume
- Work at an agency first, learn skills, then work in a corporate setting
- Decide if you want to work in a for-profit or non-profit company
- Realize that finding a job is a competition
- Say “yes” to every opportunity that you can
- Take measured risks
- Find a mentor
- Look like you belong when you interview
- Study abroad – shows that you take risks, have learned a new way to communicate, and are adaptable and cultured
Adam Flack and Viki Arias, Global Spectrum
- Social Media – be conversational and engaging. Offer special experiences, contests, and scavenger hunts.
- Define your target market and advertise to them in their preferred medium. Ex/ Older people look at ads in newspapers
- Be a good community partner. The media will care if you do something that is relevant to the community.
- Go where the media is. Ex/ The Fourth of July parade
- Measure the effectiveness of your campaign by keeping track of the dates and times of promotions, using different discount codes, and follow up with a survey asking how people found out about the event
- Budget marketing budget based on how well known (or not) the brand is and the projected ticket proceeds
Heather Friedman, Genovo Alternative Marketing
- Create brand ambassadors that do the job for you
- Define your brand of marketing
- A modern challenge: your customers don’t have to listen to ads they don’t want to. Ex/ TV, radio
- Marketing mix- traditional marketing, public relations, social media, events – events are the best way to bring a brand to life!
- “Partner” with your client
- “Fail Forward” – reconsider, ask what went wrong, make changes
- Work with the same people you’re marketing to
- When faced with a difficult situation on social media: apologize and fix the situation – don’t hit delete
- Know yourself and stay true. Follow this equation…
(YOU) is the (TYPE OF COMPANY) for the (TYPE OF CUSTOMER). For example, Maddy is the Marketing student for the non-profit industry.
I came out of this weekend with new friends, new knowledge, and some potential new mentors. Definitely money and time well spent. Thanks PRSSA for putting on a great event!