A Look Back on 2011

As the end of the year approaches, it seems that most of the articles are reflecting on the last year. Journalists write about the best campaigns of the year, and the worst campaigns of the year.  They write about the most memorable parts of the year, and the most painful moments of the year.  Last year I wrote a post called the Final Post of the Year that went month by month through the best parts of 2010.  I really enjoyed writing that post and looking back on my past year so I figured I would do the same thing for 2011.

January

In January, I went to the Dolphins/Patriots game in Foxboro which is something I have wanted to do since I moved to Boston.  The Dolphins obviously got killed, but it was still a great time.

I also started my last semester of college at Boston University.  They had a few celebrations for seniors.

With Dean Elmore and John Battaglino

February

I had some exciting trips in February.  First, I went to Chicago for the first time.  I went to DePaul University’s PRSSA conference.  I wrote about it on an older blog post.  Then I spent the rest of the weekend exploring the city with my awesome tour guide, Nick Lucido!

Sky Deck!

The Bean

Deep dish pizza!

A week later I went skiing for the first time at Mont Tremblant.  It was definitely scary learning how to ski at first, but by the end of the weekend I was getting the hang of it.  But I have heard that your first time skiing should not be on this mountain.

March

In March I did something I had been looking forward to since I heard it opened.  HARRY POTTER WORLD!

April

This month started off bittersweet.  I went to Seattle for the PRSSA National Assembly.  I always looked forward to my PRSSA trips, and this one was my last.  The next committee was elected, and I was so excited and proud of them.  But it was also (potentially) the last time I was with everyone in my committee at the same time.  PRSSA continues to mean the world to me and truly made a huge difference in my life and my career.  I was also awarded with the Elaine Averick Outstanding National Committee Member Award.  Oh, and I caught a fish in the Seattle fish market!

The 2010-2011 and 2011-2012 PRSSA National Committees

The 2010-2011 PRSSA National Committee Saying Goodbye

Elaine Averick Outstanding National Committee Member Award

May

In May, I graduated from Boston University with a degree in Public Relations from the College of Communication and a degree in Business Administration from the School of Management.  I also received the Gerald Powers PR Scholarship, Blue Chip Award and Scarlet Key.

Scarlet Key

Blue Chip Ceremony

June

Even though I officially starting working on May 31, my new hire training at HubSpot started on June 6.  After six months of working, I can still say I love my job!

July

In July I spent a lot of time working and a lot of time enjoying Boston and getting together with friends.

BSMA Brunch

August

In mid-August, I co-founded a Young Professionals Network for the Public Relations Society of America in Boston.  Then at the end of August, Dreamforce, Salesforce.com’s annual conference that included 45,000 people this year, began.  My responsibilities at HubSpot all summer consisted of working on our presence at Dreamforce and planning for our HubSpot User Group Summit.  David Kirkpatrick of MarketingSherpa wrote a case study about our presence there.  It was memorable, exciting and turned out very well despite Hurricane Irene’s attempt to keep the HubSpot team in Massachusetts.

September

September was the HubSpot User Group Summit (HUGS) in Boston with 1,000 customers.  It was inspiring hearing many of the HubSpot customer stories and seeing how excited the customers and HubSpotters were to meet each other and learn from one another.  And I cannot leave out the balloon sprocket at the opening reception.  I had honestly wanted to do this since my first day at HubSpot!

October

October started off by going to Maine for the first time!  I have wanted to see more of New England since I decided to stay in Boston after graduation, and this was the first step.  I also had lobster for the first time.

Then all my dreams came true, and I FINALLY got the Verizon iPhone!

And I, of course, had to highlight it on my Facebook Timeline:

November

This month was busy, but at the end of the month, I went with HubSpot to Cloudforce.  It was great to see everyone who I had worked closely with all summer for Dreamforce.  And it is always fun to meet HubSpot customers and talk to other people about the company!


December

At HubSpot, not only are we around some of the greatest marketing professionals in the industry, but they constantly take the opportunity to teach us as well.  HubSpot, therefore, set up a program called HubSpot Fellows.  The CEO and co-founder of HubSpot, Brian Halligan, teaches a bunch of classes on leadership and helps us become better leaders at HubSpot.  It is an awesome chance to learn from Brian but also interact with other HubSpotters who are part of the program.

Happy New Year to everyone!

From College Years to the Real World

The last 12 days have been a whirlwind.  I graduated and a little over a week later started my first full-time job.  So before my posts change from being “Rachel Sprung on PR: The College Years” to “Rachel Sprung on PR: The Real World,” I wanted to write a post about my time at Boston University.  My last two posts highlighted my love for Boston and my love for PRSSA.  But without understanding my background story, these posts may not make any sense at all.  Because my love for the two really came from my incredible experience as a Boston University student.

I decided to come to Boston University for it’s public relations program.  Unlike most high school students, I knew I wanted to be in communications, and I knew I wanted to be in public relations.  The program at Boston University is known around the country for producing some of the finest public relations professionals, and I wanted to have a similar opportunity.  I also wanted to be in the city, and BU really fit all of my criteria.

But when I got my acceptance letter (early decision, of course), I had no idea what was in store for the next four years.  I did not know that I would be traveling around the country meeting other incredible public relations students.  I did not know that I would become an active part of a public relations circle in Boston.  I did not know that I would not only plan various events on campus but around the city of Boston.  I did not know that I would be so immersed and excited over technology.  I did not know that I would love Boston as much as I did and ultimately make it my home.  And I truly owe that to Boston University.

The thing about Boston University that makes it unique from other schools is not only its location and curriculum but the way faculty and administration put themselves out for their students.  What other Dean of Students do you know would come to an off-campus event you put on to support you?  Dean Elmore does.  How many faculty would answer your frantic emails about life’s problems at odd hours of the night?  Professor Quigley does.  I cannot even name the number of times I have asked for help from various professors, and they have dropped everything to give me advice or given me a contact in the area who could help me out.  Boston University faculty try to get to know their students at a personal level in order to help them make the best decisions during and after college.  And they truly succeed and graduate some of the best students in the country.

Graduation weekend was full of exciting events to celebrate the last four years.  So I obviously have to share some pictures!

Scarlet Key Ceremony

First, you sign the book.

Then you get knighted!

Then you get a pin!

Blue Chip Award

Blue Chip Recipients

School of Management Commencement

My Cap!

Getting My Diploma!

Commencement

Katie Couric!

With the Family!

College of Communication Commencement

Getting My Diploma!

Tyler Hicks, NYT Journalist

So to everyone who has touched my life at Boston University, thank you for an incredible four years.  I really believe this is the best institution, and I could not have gotten a better education anywhere else.  So thank you, Boston University!  I plan to be a very active alum ;)

A Year on the PRSSA National Committee

I stood in front of more than 150 PRSSA students across the country and began my speech, “Hello everyone!  I’m so honored to be standing here to talk about my goals and dreams for the position as Vice President of Regional Activities.”  We were in Austin, Texas for the PRSSA National Assembly.  I was running against five other candidates for a role that had truly made me fall in love with public relations.

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I started my journey in PRSSA as a member of the Regional Activity planning committee as a freshman and continued onto the role as Regional Activity Coordinator as a junior.  The opportunity to work with PR students across the country to plan similar conferences was a dream.  And that dream was made a reality as I assumed the role as National Vice President of Regional Activities.

A year later as I finish my term, I look back and am nostalgic for all the amazing times I had in this position and grateful for the opportunities it gave me to meet and work with inspirational students across the country.  The most interesting part of this position is the interaction with students you never would have otherwise been in touch with.  The organization has 10,000 students.  That is 10,000 students with different interests, different personalities, different accents, different goals and different dreams.  Some students aspire to be in a large city, and other students aspire to be in a small town.  Some students aspire to work in non-profit organizations, and others aspire to work in agencies.  Some studies are interested in new media, and other students are more focused on traditional media.  But one thing is for sure, every student I have met has inspired me in different ways.

So for those of you who are fortunate enough to have more years in PRSSA, make the most of it.  I can honestly say that my time in PRSSA has been the best part of college.  Traveling around the country to different conferences to learn more about public relations and meet the future of the industry is more fulfilling than I can even put into words.  Witnessing the satisfaction and excitement of the Regional Activity coordinators when they secured a speaker or a sponsor was probably just as exciting for me as it was for them.  I have always loved mentoring other students, and being in this position gives you the ability to help so many more students than you even thought was possible.  As a member of the National Committee, you go beyond your position.  I was in charge of managing the Regional Activities, but I found myself helping students secure internships, editing resumes and cover letters and giving general career advice.

Even though being active in PRSSA can seem daunting, it ends up being so fulfilling.  We may always preach about professional development and networking opportunities, but do not forget about peer networking.  Your peers will one day be your colleagues and may even be your boss.  Learning to work with people who are different from you will be valuable in your future career.  And making those connections will not only be a way to make new friends but may lead to future job opportunities.

I know I am a bit of a PRSSA fanatic, but I have good reasons for that.  Become active in your local Chapter and even on the national level.  The end result will make your time spent SO worthwhile.  And as I pass the torch to the next Vice President of Regional Activities, I am only excited and thrilled to see what the committee will accomplish.

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A New Yorker Who Decided to Stay in Boston: Reflections of an ALMOST College Graduate

When I first visited BU, I loved everything about it.  My parents and I got out of the car on Bay State Road to get a tour, and I immediately told them that this was the college I HAD to go to.  (To which they responded, “You have to look at the school first.”)  It was a rainy day, but I was in love.  And everyone kept saying to me that if I loved it that much on a day like that, then I would love it even more when it was nicer out (which I obviously found out was a small percentage of the time thanks to New England weather).  My tour guide was a PR student, and I asked her a million questions.  Long story short, I knew I wanted to go to BU, and I knew I wanted to be a PR major.

I also had other goals in mind even from the time I was a freshman.  As I entered my freshman year, my sister and future brother-in-law were moving to New York City.  As a Jersey Shore girl, I decided that I too would graduate and move to New York City.  I also realized I had extra space in my schedule and decided to do a dual degree between PR and Business Administration.  That summer I had my first internship at Nike Communications (a boutique PR agency focusing on luxury brands) and absolutely fell in love with the city.  At that point I decided that when I graduated I was going to move to New York City and work at a PR agency.  Keep in mind, I still had three years left of college.

The following summer I was at the Federal Reserve Bank of Boston.  Even when I was there, I told my supervisors that the plan was to go back to NYC and work in a PR agency.  But when that next semester started, something weird happened.  I was on my routine run around the Charles River, and as I crossed the Mass Ave. bridge and looked at the city, I felt at home.  I felt more at home than I had even when I was at home or in New York City.  But I ignored that, because I had said for so many years that New York City would be my home.

So I continued to intern in New York City during the summers.  I spent the next summer at Burson-Marsteller, and the plan remained the same.  I had the Jersey Shore a train ride away, the city at my disposal and many friends and family in the city.  Plus, there was no doubt that I was a New Yorker at heart.  I loved the hecticness of Wall Street, walked just as quickly as the locals and enjoyed the crowds.  The fact that NYC isn’t really clean didn’t bother me.  Spending a lot of money on small amounts of food didn’t really get to me either.  So why would I live anywhere else?

As I entered my senior year, everything changed.  The thought of moving away from Boston made me miserable.  I loved the feeling I got when I arrived back in South Station or Logan, and going to Penn Station did not give me that same feeling.  How could I move away from a place that I loved so much?  How could I move away from a place that I had made my home for the past four years?  I always called Boston my “college city,” when in fact, it should have been called my “home city.”

Changing your future when you have had a plan for so many years is difficult.  I had always planned to start my career in New York at a big agency.  Deciding to stay in Boston at potentially a much smaller agency was scary.  It was really hard to realize that I wanted something different.  And it was really hard to realize that sometimes the work/life balance and happiness outside of work should be a huge factor in deciding where to live after graduation.  Yes, work takes up a lot of time, but it is also important to love the city you are in.  Choosing a city that is not New York City does not diminish your accomplishments and is not any less prestigious.  The larger cities are not necessarily the right fit.  I know I could move to New York City, thrive in an agency and survive off a low salary in an expensive city.  I could do it, but it would not be the choice that would make me the happiest.  And that’s how I made my decision to stay in Boston after years of saying I would move to New York no matter what.

So after making this decision, I want to give some advice to those who may be in my position as they enter their senior years (or even as they think about these choices before senior year).

1) Don’t miss out on networking opportunities because you never know what city you will end up in.  I went to many events in and around Boston even though I thought I was going to end up in New York.  There are many professionals in Boston who can connect you with people in other cities.  BUT, you also do not know where you will end up until you are graduating.  There may have been a few events I decided not to go to because I “knew” I wanted to be in Boston.  But look where I ended up.  Always take advantage of the opportunities you have in your city/college town.  They really do pay off.

2) You do not have to be in New York City to be successful.  Many people have the idea in their head that because it is the largest city and the hub of many industries, it is the only place you can make a name for yourself.  Yes, there are thousands of incredible people there, but there are also thousands of incredible people in other cities.  New York will always be there.  You can always go to the city later in life.  And when you are at a smaller agency in a smaller city, you may have the opportunity to have more responsibilities and learn more than you would have at a larger agency in the larger city.

3) When looking at agencies, look at the culture.  Look at the people who work there.  Look at the work they do.  Look at the work/life balance.  The name of the agency is not always everything.  A name will not make you happy.  Other things do.

4) Try new things before you graduate.  This past year I have stopped going to so many traditional PR events and gone to many digital/social media events.  I used to only go to PRSA events, but now I have gone to events put on by The Publicity Club of New England and The Ad Club.  Don’t limit yourself.  Try out new things, and see what you like.  You could be completely surprised by what interests you.

5) Make the most of your college years.  Go to professional events, but also be a student.  I didn’t learn this as much until my senior year when I really felt like I had a good balance.  The balance is key when you are a professional, but it is also key when you are a student.

So to all those who are skeptical of moving to another city, take it from a New Yorker who decided to stay in Boston: I’m proud of it, and I’m excited to start my career in Boston.

2011 PRSSA National Assembly

This year PRSSA’s National Assembly was in Seattle.  The National Committee arrived on Wednesday so we could have our full day of meetings on Thursday.  We made the finishing touches on our goals for the rest of the term (which ends on May 31) and had a very productive meeting.  Then delegates from many Chapters arrived on Thursday for the Day-of Competition.

For the Day-of Competition, seven teams had an hour to prepare a campaign to promote Michelle Obama’s Let’s Move campaign.  Then they had 8 minutes to present to a panel of judges and 2 minutes to answer questions.  The winning team (pictured below) won because of their in depth research and measurements to show whether or not their campaign would be successful.

The next day, the National Committee led a series of Leadership Training Workshops focusing on branding, ethics and PRSSA national initiatives.  Along with Brandi Boatner, Danielle DuPree, Kara Robinson and Julie Henderson, I helped lead the branding workshop.  We started off with PR Idol which asked members to give a 30 second elevator pitch about their Chapters.  Then we went into the do’s and don’ts of Chapter branding which took a look at fundraising ideas and Twitter and Facebook etiquette.  Finally, we had discussions about the proper ways to brand your Chapter and resources available by PRSSA for branding guidelines.

We had a chance to tour the city a bit as well.  We went to Pike Place Market (where I took part in catching a fish, apparently a Seattle tradition) and the first Starbucks.

The next day we had elections for the 2011-2012 National Committee.  The following people (pictured below) were elected:

Nick Lucido, Immediate Past President

Adam Aisner, National President

JR Rochester, Vice President of Advocacy

Kendall Schmidt, Vice President of Chapter Development

Joe Clarkson, Vice President of Internships/Job Services

Vanessa Perkins, Vice President of Member Services

Jessica Noonan, Vice President of Professional Development

Lauren Gray, Vice President of Public Relations

Haley Higgs, Vice President of Regional Conferences

Amy Bishop, FORUM Editor-in-Chief

From left to right: Haley, Lauren, Jessica, Vanessa, Joe, Kendall, JR, Amy, Adam, Nick

The next day Frank Shaw, the Corporate Vice President of Corporate Communications at Microsoft spoke as our keynote.  He said that PR people tell stories and manage issues.  He used a great quote from Mark Twain that said “A lie can travel half way around the world while the truth is putting on its shoes.”  He also touched upon the importance of aligning with business objectives and working with people in marketing and sales.  He spoke about his experience in crisis communications and said that you have to prove your leadership to others.  While dealing with a crisis, you need to try to prevent it from happening but also react when it does.  He also spoke about some of Microsoft’s responsibilities and its structure.

After the keynote, Nick recognized the National Committee for our work throughout the year.  He spoke about some of our memories from the year as well as our accomplishments.  It was so great to share everything we have done this year with the delegates.  I was presented with the Elaine Averick Outstanding National Committee Member Award for my dedication to the society which was SUCH a great honor.  I also had the chance to recognize Nick for everything he has done for the society at National President.  (Video to come!)

 

So I still have until May 31 for my PRSSA term, so I am not going to reflect on that quite yet.   But I do have to say I’m so excited and proud of the new committee.  They are already fired up and ready to go with great ideas, and I know Adam will lead them to great success just like Nick led us!

Chris Brogan

Yesterday, I had the great opportunity to hear Chris Brogan give a presentation about branding at Boston University.  He was extremely entertaining and informative and provided the audience with a lot of information about marketing and public relations.

He started off by asking everyone who was a marketing major, public relations major (there were only four of us, surprisingly), etc.  Then he asked who was in sales and few people in the audience raised their hands.  Then he told us that if we were in these fields, we were all in sales and customer service.

He told us a world class brand has velocity, distribution, relationship skills and true measurement.  Nobody cares how many Twitter followers you have or what your Klout score is.  These four items are what matters when working in these disciplines.

As companies adjust to using social media in their marketing strategies, it is also important to remember some of the older tactics.  Citibank conducted a survey of people 18 and older to see how they had a relationship with brands.  Four percent said their relationship was through Twitter, 15 percent by Facebook and 93 percent still claimed that they used e-mail.  Brogan did say that if e-mails from companies are sent from a “do-not-reply-I-don’t-want-to-talk-to-you” address, they are not doing e-mail marketing the right way.

When pitching a product, service or brand, remember that brevity rules.  200-500 words in a blog post and e-mail works.  People do not want to hear everything that exists on a topic through these mediums.  And they most likely won’t read everything.

Marketers often forget to LISTEN to what people are saying.  Brogan said to stay topical and current, you have to listen to what people are saying they want.  Comcast did a great job of this through their Twitter handle @ComcastCares.  They listened to customer complaints, responded to them, fixed many of them and had increased revenues as a result.

Many people think marketing campaigns can be measured by how many people like a page on Facebook or follow a company on Twitter.  The real opportunity is to make the next thing happen after the like.

In terms of networking, Brogan referenced the Dunbar Effect that says that you only have 150 people in your network.  He said to try to be part of everyone’s 150 network.  And the best time to keep your network alive is when you do not need the person’s help.

Marketing should never be safe.  The best campaigns are often the most risky ones.  Brogan said the cool, awesome thing with many of the new tools out there is being flexible and trying something new.  Coke had a very successful campaign with user generated videos, but they will not be able to do something again.  Marketing is about fresh, new ideas and keeping a brand alive.  He did admit though that Geico’s Gecko can be used repeatedly without being stale.

When keeping in touch with people, interact with them through multiple mediums.  Brogan has a huge network and keeps in touch with people by posing questions at the end of his blog posts, commenting back to comments on his blog and even commenting on other personal blogs.

Some other interesting facts he said included:

  • 40 percent of business do not have a web presence.  They live by what other people write about them.
  • The #2 search engine in the world is YouTube.
  • 1 in 6 Facebook users is a Facebook fan of Disney.
  • The Will It Blend campaign was created by the person in charge of the agency (not an advertising agency) and led to a 500% increase in sales.

Thank you again to Chris Brogan for an informative and entertaining lecture.  What did everyone else think?

PR Advanced: Be the Change (Boston University’s Regional Activity)

Every year Boston University hosts a conference, and every year I have been impressed by the dedication of the conference committee, caliber of speakers and involvement of professionals, agencies and professors.  This year my expectations were completely surpassed under the leadership of conference coordinator, Ginny Soskey.  I have had a different perspective of the conference this year as I worked with PRSSA Nationals to oversee the Regional Activities across the country.  But it was nice to be at Boston University to see the process throughout the past few semesters.  I saw as Ginny dedicated her life and put her heart and soul into this event.  Not a day went by without her working to make it a success, and it was better than I could have imagined.  I’m truly excited to see all the wonderful things Ginny (who is only a sophomore) is going to do in the future with BU PRSSA and beyond.

For those of you who were not able to attend PR Advanced: Be the Change, there were many fantastic speakers who I was able to listen to.

Jon Iwata, Senior Vice President, Marketing and Communications, IBM


Jon Iwata started off by discussing the strengths of public relations: listening and adapting.  He then spoke about the marketing funnel:

He then split his talk into four sections: Forge a shared belief, Spur people to act, Sustain Behavior and Enable advocacy.

In this digital age, people find out about things almost instantaneously.  During his presentation, he admitted that people were probably posting about his presentation, and he didn’t know what they were saying.  It could be bad things, but he has no control over that.

He spoke about why belief is important.  He used a scenario about bottled water as an example.  It used to be the belief that bottled water was better than tap water, but we now know that isn’t true.  He said, “We ought not to confuse fact with what people believe.”  Belief matters in the public relations field, and it is over predetermined by customers.  It is the job of public relations professionals to distinguish beliefs from fact.

People don’t like change.  Iwata suggested to not try to convince people to change but eliminate the inertia that is preventing them from changing.  He gave the example of hotels trying to convince people to reuse towels.  There was a 26% increase in people who used towels in hotels for more than one night when the signs said “Hotel guests use towels more than once” instead of telling people to use towels more than once to help the environment.

He continued by quoting The Social Network:

He spoke about the multiplier effect and how Facebook was able to grow so quickly.

Finally, he spoke about something everyone was waiting to hear about: Watson.

He told us that he actually competed against Watson (and lost) before they went public with him!  We watched a clip from Jeopardy and spoke about the benefits to Watson.  During questions, he said the next step for Watson would be health care to help physicians stay on top of all the literature.

And did I mention “Jon Iwata” was a trending topic in Boston almost immediately?

The conference continued with two breakout sessions.  I attended both agency panels.

Session 1 – Opportunities Worldwide

This panel covered topics from skills and personality traits to getting your first job to client relations.

Barri Rafferty, Senior Partner and Director, Ketchum New York

She spoke about the importance of being able to translate social media skills to the corporate role.  You might be able to use Facebook and Twitter, but can you use it in a professional setting?  You also need to be a good communicator verbally and orally.  Finally, be open to trying new things.  Don’t be afraid of doing something you have not previously worked on.

Meaghan Smith, Senior Account Supervisor, Edelman New York

When you start a new job, you need to learn other people’s working styles and be organized.  Keeping up relationships when searching for your ideal job is important.  Something may not be available right away, but in a few months you could get something you are looking for.  It is also important to give a business case to clients to convince them it is worth investing in your company.  That’s where business classes come in handy.  Finally, there is not a line between personal and professional social media.  You always represent your company so be careful what you say about the company and its clients.

Katherine Wilburn, Consultant, Gagen McDonald

Resiliency is important.  You may finish a plan for a client and have to redo it.  It is important to try to make clarity out of chaos in an agency setting.  Remember to listen and ask the right questions to arrive at a solution.  Keeping in touch with people is important.  If you see an agency is in the media, show that you saw the article and congratulate them (if appropriate).  Take as many business classes as possible, especially negotiations.  It may come in handy when working with clients to tell them what the consequences of their decisions may be.

Session 1 – Opportunities in Boston

This panel focused more on the Boston market.

Sarah D’Souza, Vice President of Corporate Social Responsibility, Edelman

Agencies never know when they will need to hire so it is important to keep in touch with people.  They are looking for interns who will get their hands dirty and work on multiple accounts.  It is important to learn to juggle multiple projects at the same time.  Internships are like long job interviews so it is important to show your best work.

Jason Glashow, Senior Vice President and General Manager, Fleishman-Hillard

The Boston market has an entrepreneurial environment that creates a lot of opportunities.  There is an untapped opportunity as some of these companies try to figure out their social strategies (which will be very important in the future).  Things change very quickly and constantly which is important to get used to in an agency.

Christine Perkett, Founder, PerkettPR

The ways you can reach reporters are now different.  Twitter may be a great resource, but sometimes reporters want to be reached in the “old fashioned ways.”  It is important for interns to learn how to juggle multiple clients.  Interns should take initiative and walk in with ideas.  If you can talk through a strategy for a class project and show you understand strategic thinking, that is great!

Margery Kraus, Founder, President and CEO, APCO Worldwide

The afternoon started off with another keynote address.  She told us about the way APCO has survived and made a name for itself.

  • Be the partner of choice with clients.
  • Push the boundaries of communication.
  • Provide a global service, culture by culture.
  • Do not build an organization by yourself.  Build it with a team of people.
  • Help companies, organizations and governments build, defend and monetize their reputation.

Clients often are looking for a solution but do not know how to get there.  It is the job of the PR agency to think about what they need and how it can be achieved.

The formula that APCO lives by is ROR (Return on Reputation) + ROI (Return on Investment) = Market Share.

They also live by the word passion.

  • Passion provides the fuel for our souls and minds.
  • Passion makes us work better and smarter.
  • Passion makes it more than a job.
  • Passion builds relationships that live beyond the project.
  • Passion is our secret weapon.

Ginny Soskey, Regional Activity Coordinator

I then had the honor of recognizing Ginny for all her hard work on behalf of the National Committee.  Mike DeFilippis recognized her on behalf of the conference committee.

I should also mention that by this time #pradvanced, Jon Iwata and Margery Kraus were all trending topics in Boston on Twitter.  And #pradvanced was a trending topic in the United States on Twitter.

Career Panel

Stephanie Deitzer, Founder and President, Style at Work

She gave advice about what to wear in an interview.  Know your audience when deciding what to wear.  Think of it as a first date.  What impression are you trying to make?  And she said you can never fail with the blazer!

Kate DiChristopher, HR Manager, Marina Maher Communications

When you go into an interview, show that you are passionate about the agency.  She is looking for people who know a lot about the company and are digitally savvy.  Also, be prepared to talk about the ways you consume media.  You should be able to name a few blogs you read and talk about why you read them.

Eric Leist, Emerging Technology Strategist, Allen & Gerritsen

When people come in for an interview, they are asked three main questions: Are you curious about technology?  What are you curious about?  How do you fulfill your curiosity?  It is good to ask questions that show you know what’s going on in the industry.  Look at your skills and passions and think about what you want before choosing a job.

Maggie Van der Leeuw, Manager of Human Resources, Burson-Marsteller

Show your personality during your interviews.  Does your personality online match with your personality in person?  It should!  It is good to show that you have a life outside of the industry, but also show you have industry knowledge through Twitter.  During the interview, show that you went beyond the basics of the website.  Don’t settle.  As an employer, they want to know you are going to dedicate yourself to your job.

Other Parts of the Conference

There were also many other speakers that I did not get a chance to see including Mariana Agathoklis, Director of Communications, MTV, Peter Stringer, Director of Interactive Media, Boston Celtics and Jamie Thompson, Founder and CEO, Pongr.

Additionally, Twitter was a constant throughout the conference.  Students were tweeting the entire time, but they also were asking questions of the panelists through Twitter.  Questions were answered by people raising their hands but also taken right off Twitter.

The day ended with a career fair with companies including 360 PR, Allen & Gerritsen, Boston University College of Communication Graduate Program, Burson-Marsteller, Cone, LLC, EMC CorporationFleishman-Hillard, Hill Holliday, Ketchum, Lewis PR, Marina Maher CommunicationsMSL Group, NYU School of Continuing and Professional Studies, Porter Novelli, PRSA Boston and the Publicity Club of New England.

Once again, congratulations to Boston University and the entire conference committee!  Another job well done!