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PRSSA National ConventionOctober 12-15San Francisco

+SET UP

Networking Dance ~ first night Keynote Speakers ~ 1/day Breakout Sessions ~ 3/day Networking Session ~ last day

+FASHION PR

Jennifer Brow & Charlie Graham (Shop It To Me) Not nearly as glamorous as it seems; we can’t all be

Kelly Cutrone! Lots of behind the scenes work Don’t necessarily have to be in LA or NY, plenty of

headquarters for major brands around the country EX: Modcloth/Urban Outfitters/Anthropolgy - Pennsylvania

+FASHION PR PR is only part of the puzzle for a fashion brand

need a product people genuinely love enough to tell others about

Real metrics (purchases) vs. vanity metrics (nice tweets, magazine features, etc.)

BREAK IN: Pick product/brand you are passionate about & use it frequently

• Authenticity is a strong selling point Game of relationships

• Sharp/professional LinkedIn profile• Blog/know influencers• Start as a shop girl (or boy!) • Be flexible – fashion is always changing• Wear brand at interview and first week – live the brand

+MEDIA TRAINING: PREPARING YOUR CLIENT

Main theme: “Play the Devil’s Advocate”- question drilling Think like media Prepare plenty of questions/responses

Media Relations 3 C’s: Control Competence Concern

+MEDIA TRAINING: PREPARING YOUR CLIENT Logistics:

Consistent label/name Do not go down the speculation path! Open with brief summary- clarify

Appearance/Presentation: Remain calm: listen, pause, think, THEN answer Personable Non-verbals matter

Never touch glasses Where to look Hand gestures

+ 7+Travel the World with PR Shabnam Asthana (Empowered Solutions) Morgan McLintic (Lewis PR) NEED to have EXCELLENT communication skills because

you wont always be face to face working internationally Need to be aware of cultural nuances

PR markets differ in working practices, key tactics, legalities, communication style

Integrate trends... MASSIVE GLOBALIZATION

+ 8+Travel the World with PR

How to get into International PR Intern at an organization with global offices Study a second language Follow global events Study the news culture of other countries Visit target locations on vacation Start a blog about international PR Write your own goal and tell people

+ 9+Spectacular Events on a Shoe String Budget Noelle K. Afualo

Director of Public Relations for Simon Wong Engineering

Creativity drives the program Raffles better than Silent Auctions

Under promise and over deliver

Know your budget- Set your goals

Sponsorship Program

Event Collateral

Bring the Fun!

+ 10+Back to the BAYsics Emma Shiflett (Edelman) Resume tips!

Save it as a PDF when emailing it to possible employers Send to a friend first to make sure it looks correct when

opened Have an appropriate “Save As” name e.g. First Name Last

Name Don’t include an objective Keep the layout simple

No crazy fonts or color No pictures! Ensure all blogs mentioned on resume are current

DO NOT include the blog you made a year ago for a class if you didn’t continue it after the class

+Back to the BAYsics

Cover Letters: to cover or not to cover? Chances are, employers will look at your RESUME first May not even read cover, so resume needs to be strongest

How to write a cover letter Length: 2-3 short paragraphs Content: Concrete points conveying your fit Always proofread before sending! Follow up: A basic “look forward to hearing from you” is

good Never a specific timeline

+IMC & The PR Professional{ Integrated Marketing Communications }

Dr. Mitchell Friedman (Associate Dean, Career Development and Student Affairs, Presidio Graduate School)

Making a case for broader PR More than publicity, stressing the importance of IMC experience

“Aim to have the dominant creative idea” – Richard Edelman Making the influential process a cross-functional process: plan

and monitor different messages through different departments

PR degrees are changing Labeled as “strategic communications”, “marketing”

+IMC & The PR Professional { Integrated Marketing Communications }

Getting experience: Work experience (internships, volunteer work, school

courses) Study experts in your field, find role models

Networking tips: Find someone in your social media contacts who is studying

in the same field as you, or living in the same area Reach out to past employers (connections are everything) Look through your high school alumni contacts Market yourself differently: a balanced blend of

personal & professional

+SPORTS PR Andrew Nicholson, Director, New Media, Sacramento Kings Goal: Foster emotional connection with fans Motto: Content is king and the Kings are content Black Thursday Social Media campaign

#BLACKTHURSDAY Website Splash Page Special Social media ticket offers Videos

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+SPORTS PR Nima Zarrabi, Director of Marketing/Public Relations,

REP1 Sports TIPS:

Spend time with anyone you can learn from Build relationships with collegiate athletes at school Try to get clips at student newspaper Put together a campaign for a local business Keep your eye on the prize! Careers are like marathons, you

have to build to get there Details matter, it all starts with a phone call

+SOCIAL MEDIA & ELECTIONS David Almacy, Senior Vice President, Digital Strategies,

Edelman PR 2/3 of Americans use a social network Why target online voters?

People online are much more politically oriented Facebook users are 2x more likely than non-users to be engaged in

politics

2004 Election Barney Cam following President Bush’s dog around the White House

+SOCIAL MEDIA & ELECTIONS

+SOCIAL MEDIA & ELECTIONS POWER OF SOCIAL MEDIA IN ELECTIONS:

Campaigns mostly use social media for dissemination, not dialogue Campaign websites remain the hub of U.S. campaigns Social Media empowers the non-elite in elections Effective at raising money Increased social media participants doesn’t necessarily increase political

knowledge Other people will take over your image if you don’t with online media Leverage content from “people like us” to establish more credibility

+NAVIGATING LIFE AS A NEW PRO Start at nonprofits (ie: event planning, social media) Do your research to discover what facet of PR you want to get into Don’t look for a company where you CAN FIT IN, look for a company

that FITS YOU You need to be passionate about what you do Know your worth: don’t settle because you have skills and expertise Do your homework to get a career Discover your talents and make yourself indispensable Don’t act like an intern, act like a team member

+PANDORA Built 100M+ user base from Word-of-Mouth Marketing Focus on doing good for musicians and listeners MARKETING STRATEGIES

1. Give them what they want 2. Use personalized email marketing sparingly 3. Keep it simple 4. Focus on what customers want most

+DISNEYAND RESORT Matt Prince, Senior Manager, Executive Communications CSU Fullerton Alumni “Brand You-The Secrets of Personal Branding” Manages engagement for in-park programs Gathers content around park and interacts with guests Works at Disneyland office behind Cars Land

+HEARST CASTLE SATURDAY, NOVEMBER 17 @ 10 a.m. meet at PAC circle EXCLUSIVE PRSSA tour of Hearst Castle decorated for

Christmas Wear comfortable shoes, bring a jacket and camera! Once in a lifetime opportunity! Reserve a spot on the sign-up

sheet.

+TWITTER

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The End!

2013 Assembly – Albuquerque, NM 2013 Conference – Philadelphia, PA