E-News for Cal Poly Pomona’s PRSSA Chapter

Volume 1, Issue 1 November 2010

PRSSA Open Forum

On Tuesday, Nov.2nd, PRSSA held an open forum with Lisa McPheron and Alfred Magallanes. McPheron is director of external

relations for the Collins College and Magallanes is the marketing communications assistant for Associated Students Incorporated’s

GAS Creative Group.

They visited the Communication Department to share their professional experience, offer advice and answer questions from students.

A large contingency of PRSSA club members and officers were at hand to soak up the information.

Prior to coming to the college, McPheron was the senior communication specialist for Cal Poly Pomona’s office of Public Affairs.

Before pursuing a career in public affairs, McPheron was a journalist at the Inland Valley Daily Bulletin in Ontario and the Press

Enterprise in Riverside.

Magallanes’ background includes, among other public relations positions, a stint at E! Entertainment. He is currently a marketing

communications assistant for ASI, overseeing a myriad of projects.

Magallanes said that even though agency workers and public relations practitioners are often seen in a negative light or referred to as

“spinsters,” because part of their duties include spinning information, a lot of companies and employers appreciate the current trend

towards being more open or transparent.

Some of the key skills both speakers encouraged students to know prior to seeking employment in the industry include:

Backend web design

Graphic design and proficiency in software such as Adobe Suite

Content management programs such as Wordpress or TypePad

Some photography proficiency

They also recommended when looking for work, students should tailor their resumes and cover letters to fit the specific positions

they are applying to.

Even though working for a non-profit or interning for a company are avenues students can seek out, the speakers also didn’t dismiss

the possibility of graduate school, especially in our current economy, though Magallanes said in his experience, a master’s degree is

not always a requirement to long term employment.

While McPheron started out in the journalism business, she transitioned over to public relations, though she said she first looked for

a position in which she didn’t feel the information was being controlled, and ended up working in education.

She was in charge of video, podcasting and creating non-linear content during her various positions and she encourages students to

learn as much as possible. Both speakers suggested students become “jack of all trades” for maximum possibilities of landing that

dream job.

Gerard Corbett's career spans four decades and started in Silicon Valley. With only two years of college

under his belt, he left Philadelphia to Northern California. He landed in Silicon Valley during the

“aerospace” recession and was able to land an engineering position at NASA Ames in Mountain View, Ca-

lif.

During his stay at NASA, he realized that he didn't want to stay in engineering forever. He decided he

would return to college and enrolled in the Public Relations program in the Department of Journalism and

Mass Communications at San Jose State University. After his graduation, he was able to bridge his career

into public relations by becoming a technical writer for a few of Silicon Valley technology companies.

With this constructive start in PR, he was selected by International Harvester in Chicago as manager of

technology communications with the duty of helping build awareness of Harvester’s technology credentials

with its many constituencies. His technology foundation served as the common thread for his career in PR

leading to senior communications roles with a series of technology and industrial companies including Hi-

tachi, Loral Corporation, ASARCO Incorporated and Gould Inc.

In 1995, he formed a consulting company in 2008 called Redphlag LLC where he focus on helping technol-

ogy firms, start-ups and other companies with branding and reputation management issues.

The following is the interview that was conducted:

Mr. Corbett, how did you come about your very own company Redphlag?

I have always been involved in “reputation management” in the firms for whom I served. Research is the

key tool in keeping track of reputation. So when I moved on from managing brand and corporate market-

ing for Hitachi for more than a dozen years, I considered developing a self-serve, web-based reputation

management tool. Long story short, I settled on “Redphlag” since the name is somewhat iconic in terms of

a reputation marker. After doing extensive research on the type of web based firms doing reputation ID, I

concluded that the market was sufficiently crowded and did not need another underfunded web based repu-

tation ID tool. So I decided to establish a strategic consulting firm.

What is Redphlag?

Redphlag LLC is a privately held consulting company focused on marketing, branding, public relations and

personal brand coaching.

How has social media impacted the world of public relations and how important is social media?

Social media is yet another important channel through which the PR professional can advocate on behalf of

his or her organization. With the proliferation and evolution of social media and social infrastructure, public

relations professionals have both the mandate and great opportunity to expand their roles and make a signif-

icant positive impact on organizational success, decision-making and advancement. That said, the PR pro-

fessional still must use the tried and true techniques that have been the very fabric of our profession since

day one.

Should students be utilizing Twitter seriously?

Twitter represents another handy tool in the PR professional’s arsenal for advocating on behalf of his or her

clients and organization. The key is to employ the right tools for the job. And in doing the research, strate-

gic planning and implementation, the PR pro must assess what tools and techniques are best for reaching

the target audiences and “making the sale.”

Interview with Gerard Corbett

“Research is the key tool in keeping

track of reputation.”

Does having a blog help in landing a job?

A blog is a handy tool to communicate passion and expertise. It is also a fabulous way to share knowledge,

experience and expertise. My advice with respect to job search is to visibly demonstrate who you are, what

you represent, what you have accomplished and why you are the best at what you do. So if you have a pas-

sion about some aspect of public relations and can demonstrate and sustain your thought leadership, then

employ a blog.

What are some other skills that students can learn and use to better market themselves?

Here is my list of traits and characteristics that are part of the formula for success in the public relations

field:

• Understanding of business

• Team player

• Grace under pressure

• Jack of all trades

• Strong networking capabilities

What are some things students can do now in order to help them land an internship or a job after

graduation (including building their portfolio or adding to their resume)?

The working world has changed dramatically in the last 20 years. Credential building is no longer just about

what jobs you have held. The world today is about what you have accomplished. So it is not good enough

to say, “this is what I did.” Companies want to know what you have achieved. How have you helped your

employers “move the needle?”

The top “to do’s” to distinguish yourself:

1. The resume, it’s about accomplishments

2. Content, do you have content?

3. Can you and your content be found in cyberspace?

4. It’s the network – “Got network”? Do you have a network. If not start now.

5. Portfolio (evidence in cyberspace) Have a place in cyberspace where you can show evidence of

your value.

6. Your brand! You have one. It is yours to manage and yours to manage well.

Do you have brand?

Do you appear on Google?

Is your Facebook profile “pro”?

Are your tweets instructive or de-

structive?

Is your Linkedin Profile compelling

Take ownership of your brand

www.zoominfo.com

www.spoke.com

www.linkedin.com

www.google.com/profile , etc.

Well craft your content

If you blog, be passionate

If you tweet, be smart

Rules of thumb for managing your brand:

How important is the type of company (Tech vs. Medical, Agency vs. Corp., Big name PR FIRM vs.

small boutique) we intern with to the employers that will be hiring after college?

The type of company with whom to intern and/or work depends on your own passion. The old saying is

“find something you enjoy and you will never work a day in your life.”

How much more successful will getting your master’s degree make you in the public relations indus-

try?

The decision to get a master’s is always a function of your personal goals. Given today’s turbulent job mar-

ket, my recommendation is to find a position and get some experience under your belt. You can always get a

master’s on a part time basis.

What kind of roles should a student in public relations take in clubs or activities at school?

In my experience, the most successful professionals are those who are engaged in personal and professional

development, community building and giving back to society. Furthermore, networks and networking have

become critical and vital to personal progress. My advice is, get involved – early and often!

“...it is not good enough to say “this is what I did.” Companies want

to know what you have achieved.”

CONTACT US: Facebook: Cal Poly Pomona PRSSA Twitter: CPPRSSA Email: CPP.PRSSA@gmail.com

Executive Board:

Kimberly Dueñas

President

Monica Lee

VP of Finance of Administration

Chelsea Arme

VP of Membership and Outreach

Phil Luong

Director of PR Projects

Helen Tsang

Director of Special Events

Tiffany Stewart

Director of Fundraising

Michelle Andrews

Director of Communications

Akilah Kimble

C.L.A.S.S. Council Representative

Recent Events

Car Wash

PRSSA students raised $197 at a carwash Saturday, Oct. 9 at the Pep Boys on Holt.

Chili’s Night

PRSSA members old and new gathered at Chili’s in West Covina on October 14th to get to know each other

and raise some money for the organization. The PRSSA executive board was at the restaurant all evening,

talking to new members and enjoying food and beverages. Chili’s donated 15 percent of their profits from

PRSSA members and friends who brought in the event flier.

Picnic in the Park

PRSSA members met at the quad north of Building 1 on Oct. 26 at noon for pizza and networking. Mem-

bers enjoyed pizza and soda while chatting with the e-board and their fellow committee members. The inau-

gural Picnic in the Park was an opportunity for new PRSSA members to network with fellow PRSSA mem-

bers and discuss future career and educational goals. The picnic gave students a chance for students to get to

know each other from an academic and professional point of view. The PRSSA E-board hopes to host a Pic-

nic in the Park each month this school year.

Upcoming Events:

November

30th Speed Networking

BSC Ursa Major, Noon -1 p.m.

Members and non-members welcome

Get Involved With PRSSA

Created by PRSSA’s Public Relations Projects Committee