The Capital Connection: P l PPeople, Pressand Politics
Oct. 15‐19, 2010
National Conference Background Explore the public relations profession
Professional development sessions Workshops presented by top professionals Career exhibition
E d l d f i l ti Expand personal and professional connections Meet peers who will become future colleagues
1 000 PRSSA members attended from across the nation 1,000 PRSSA members attended from across the nation
Powering Powering PRogressPRogress
Gary McCormick Chair and CEO of PRSA• Theme: Powering Progress• In order to achieve progress in the field, public relations professionals must:• Improve business relations• Prove how public relations ties in to business needs
Gary McCormick The ABC’s of PRSA goals
Advocacy – advocate for worthwhile causes Business Case – create better perceptions of the field Communities –mediate between organizations and publicpublic
Diversity – promote diversity in activities Education – better educate professionals and studentsp
Bettina Luescher Chief Spokesperson, United Nations World Food Programme
Ways to gain support and donations: Ways to gain support and donations: Social media websites (e.g. Twitter, Facebook) Telethons banquets and other fundraising social eventsTelethons, banquets and other fundraising social events Celebrity endorsements (e.g. Christina Aguilera, George Clooney)
“It’s not just a handout; it’s empowering.”
Jim VandeHei Executive Editor and Co‐Founder of POLITICO Shifts in media:
Diffusion –more sites offering information Age of Niche – readers must be targetedFi kl f S i t i t t t t t f Fickleness of Society – important to stay on top of trends
“Agile minds thrive.”Agile minds thrive.
How to choose a career path, build How to choose a career path, build connections and be successfulconnections and be successfulconnections and be successfulconnections and be successful
PRSA Conference Exhibit Hall Networking opportunity Learn more about public relations companies, trends
d iand services Companies like Cision, Associated Press, PRNewswire were presentwere present
Schools like NYU, Syracuse University and George Washington were recruiting for graduate schoolWashington were recruiting for graduate school Something Marist should aspire to?
From Behind The Podium:A White House Communications Perspective
Bob Lehrman and Taylor Griffin ‐ former White House speechwriters
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How to be a successful speechwriter Disseminate info as quickly as possible Work as a team with other writers Work as a team with other writers Be a speech researcher as well as speech writer
Tailor your speech to the audiencey p Average listener understands at a 7th grade level
L BLauren BergerThe Intern Queen
Held 15 internships throughout college career Provided useful tips on how to land an internship Creating your resume:
Limit creativityT il t th Tailor to the company
Keep it updated consistently Maintain contacts and stay in touch Maintain contacts and stay in touch “Take initiative! – What do you have to lose?”
Karen Kafer Vice President, Health Partnerships for National Dairy Council
Began as a dietitian but transitioned into public Began as a dietitian but transitioned into public relations after appearing in several guest spots on local TV
Networking and volunteering Beneficial learning opportunities Gain experience and insight from executives
Karen Kafer Blogging
ResearchD l li l ti hi Develop online relationship
Create your own voice Be authentic and transparent Be authentic and transparent Be reasonable in your goals
Karen Kafer Have passion
Public relations is not a highly compensated highly compensated profession
Take advantage of every opportunity
Study all clients and products and find your products and find your passion in them
Awards Night Chapters were recognized as having the best: Student‐run Firm Newsletter Regional Activity Chapter Development
Bateman Case Study University of Georgia
Teahan AwardsTeahan Awards www.depaulprssa.com
Developing our chapter, establishing our Developing our chapter, establishing our brand and recruiting new membersbrand and recruiting new membersbrand and recruiting new membersbrand and recruiting new members
Provided beneficial tips on how to establish a career Interning, resume writing, networking
Educated students about the field and the pros and it idcons it provides
Agency vs. corporate, types of public relations, expectationsexpectations
Helped our chapter see where our strengths and weaknesses lie
Built both our personal and chapter networks