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!

PRSA Boston’s New Young Professionals (YPN) Section

Great ideas are often created in the most casual situations.  Laura Schroeder and I met regularly for dinner after she graduated.  We had worked together at Boston University on the PRSSA executive board.  We missed those times and decided then that we had to work on something together in PRSA Boston.

One of the things that made me want to stay in Boston is the strong networking and PR community. PRSA Boston took an active role with students, and you always felt welcomed when you went to their events.  However, there are a lot of young professionals who may be intimidated by going to these events. BUT there are so many young professionals in Boston and many who could benefit from an organization like PRSA.  So Laura and I decided it only made sense to start a Young Professionals Section (YPN) as part of PRSA Boston.

So we pitched the idea to the board and got more support than we even thought possible!  So our first event will be Tuesday, August 23 at Tia’s on the Waterfront to kick off an exciting addition to an already great Chapter and city. So now is the part we need YOUR help with.

Our social media channels are set up: Facebook, Twitter and LinkedIn.  But we have to spread the word.  Our kick off event is going to be the start of a great social and learning experience.  We will alternate between having social events and workshops.  If you want to be more involved, we have positions on our committee for that.  If you simply want to enjoy the events without spending additional time, that’s fine too!  We are simply excited to build a network for young professionals in a city that thrives on young professionals.

So come to our event, invite your friends, tweet and post about us!  But most importantly, tell us what YOU want to see in a group like this.  What do you want to learn about?

Enchantment

I finally had the chance to read Guy Kawasaki‘s Enchantment, a book I have been trying to read for awhile now.  I wrote a post on the HubSpot blog about enchanting your audience using marketing techniques that he discusses in this book.  But one thing I did not include was how I have been enchanted in the past.  At the end of every chapter, Guy ends with someone else’s personal anecdote about how they have been enchanted.  It may have been something special that happened in their lives or witnessing someone else doing something extraordinary.  I originally thought I was going to write about how I have been enchanted by PRSSA, but let’s face it, if you read my blog, you already know about that.  So instead I thought it would be appropriate to talk about how I was enchanted my sophomore year of college which led me to write this blog.

When I first started college, a lot of people talked about blogging, but I didn’t really see the point or understand it.  Then I had another student come to my class and speak about his experiences blogging on his blog, The Personal Blog of AJ Vaynerchuk. He spoke about all of the opportunities he had as a result of his blog including networking opportunities, learning experiences and even making a small profit.  I was completely enthralled and wanted to learn more.  I decided I couldn’t use the excuse that “I was too busy to learn how to blog or consistently blog” since he was constantly traveling and networking in addition to school and still made time to blog.

So I figured, what do I have to lose, and I messaged AJ asking to help me set up my blog.  He met with me a few weeks later, set me up on Rachel Sprung on PR, and the rest is history.  I try to blog 2-3 times per month now (even though it is sometimes less) and have engaged with many interesting people as a result of it.  My blog has been a great conversation starter and really shown others that I care a lot about this industry and love learning more about it.

My enchantment in this case is two-fold.  First, I became enchanted with blogging.  Before my encounter with AJ, I had never really seen its purpose, and I didn’t read other blogs.  But after, I began regularly reading other blogs and commenting on them.  It was so interesting for me to engage with content in this manner.  The other part is I never said no when a student asked me for help.  It was really inspiring to me that despite his busy schedule, he made time to help me buy my domain name and set up a blog, something I don’t think I would have done otherwise.

All in all, I highly recommend reading Enchantment.  It will leave you with hundreds of marketing takeaways but also inspirational stories about enchanting others and becoming enchanted yourself.  Feel free to share stories about how you have been enchanted (or enchanted others) below!

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.

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!

DePaul University Regional Activity

This past weekend I had the exciting chance to make my first trip to the Midwest and visit Chicago.  In addition to going to Millennium Park, the Willis Tower (aka Sears Tower) and Lincoln Park and seeing the Bean and Lake Michigan (I have never seen a Great Lake before), I had the chance to attend DePaul University’s Regional Activity, Transforming Traditional into Digital: The New Ways of PR (@NewWaysPR).  I have worked closely with the coordinator, Jamie Harris, since September, and her hard work truly paid off.  They had a great conference full of agency tours, intelligent and informative speakers and a career fair.  Their organization made the conference flow very smoothly and go off without a hitch.  Jamie and the entire conference committee should be very proud of their hard work and success!

I had the chance to sit in on their keynote speaker, Rick Murray, President of Edelman Chicago, Chris Barr, Yahoo! Senior Editorial Director, and Trent Frager, Senior Vice President at GolinHarris.  All three speakers were very informative and taught us a lot about the changing landscape of public relations.

Rick Murray, President of Edelman Chicago

It was very interesting to hear Rick Murray speak again.  When I was a freshman, he spoke at Boston University’s Regional Activity, and I found it very interesting to hear about the changes in public relations from that time until now.  He started off by telling us that the job descriptions for what we’ll all be doing in five years won’t be written for another five years.  But that’s what keeps the industry exciting – it is always changing, and there is always something new to learn.  As the former president of Edelman Digital, he knows this fact better than anyone.

The three questions that we need to ask as PR practitioners are:

1) What should you destroy?

2) What should you preserve?

3) What should you create?

Public relations is about public engagement and finding out what is important to an audience.  Murray said we play in the space of truth and authenticity, and it is important to blend passion and purpose to reach out and truly connect with an audience.  The content used to reach an audience will vary from person to person.  Some people want their information on their phone, some want it on their iPad and some want it in a newspaper.  In a time when there are so many ways to reach out to people, it is important to focus on media, ALL types of media.  That means new, old, traditional, everything.

To become a successful PR professional, it is important to keep a few things in mind.

1) Stay on top of what influences culture and the public.

2) Live and work global.  (With new ways to immediately reach people around the work, it is important to have a global way of thinking.)

3) Create value every day by thinking about goals you can measure.

4) Find your passion, and chase it.  If you are not passionate about your work, you are hurting yourself, your company and your client.

5) Making mistakes is how you grow.  Don’t be afraid to make them.

Chris Barr, Yahoo! Senior Editorial Director

Chris Barr gave some valuable advice when writing for the Internet versus written publications.  Writing online is VERY different especially when 79% of people scan web pages, and half of adults in the United States read at the 8th grade level or lower.  So in order to keep attention for as long as possible, it is necessary to do a few things.

1) Get to the point.

2) Make text scannable.

3) Write for the world.

When organizing your story, it is important to keep a few things in mind in order to once again keep the attention of your readers.

1) Front-load the most important information.  People will stop reading at some point on the web page so it is important to get as much information up front as possible.

2) You have 3-5 seconds to hook readers.

3) Limit stories to about 300 words per page.

In a digital world, it is also important to think about how the story will appear on a mobile device.  Now more than ever, people are reading news on the go on their cell phones.

Finally, he spoke about headlines and how to write them in a way that will be clear to readers and appear in search engines.  His overall advice for this aspect of writing online was that accuracy and clarity are more important than cleverness.

Trent Frager, Senior Vice President at GolinHarris

The focus of this session was crisis communications.  In particular, he focused on the impact of social media on a crisis, something that agencies have had to learn over the past few years.  There is now a lot less predictability about how your company is perceived in a crisis.  Even so, only 20.7% of companies have social media crisis plans set.  That is very low considering the impact that social media tools have on a crisis.

From the company’s perspective, it is important to have a few plans in place in case of a crisis.

1) Assess your footprint.  Figure out where your audience is on the Internet, and make sure you are interacting with them.  When a crisis hits, it will be helpful to have this contact already in place.

2) Find the right team to work on a crisis.  Prepare an advisory group.  Provide social media response training.  Online reputation management requires a strong team.

3) Be able to distinguish “baseline chatter” vs. an escalating issue.  Some people may complain online about your company, but it may not truly affect the company’s overall image.  It is important to be able to discern between the two.

All three speakers truly hit on the changing landscape of public relations.  While it is important to remember to interact with traditional media outlets, it is also important to learn how to converse with an online audience.  Whether writing a basic story or dealing with a crisis, there is a completely different set of skills necessary to succeed with social media.

And once again, congratulations to DePaul University on a fantastic Regional Activity!

Final Post of the Year

As the year comes to an end, I wanted to take this time to write about my most memorable moments from the past year (1 per month).

January

In the beginning of the year, I was lucky enough to win the Jersey Shore Public Relations and Advertising Association (JSPRAA) James R. McCormick Scholarship.  I was invited to attend a luncheon and met some incredible public relations and advertising professionals who work in the Jersey Shore area.  I also met some very talented students from the Jersey Shore area who were also awarded the scholarship.  Steven Lubetkin took a picture of us at the luncheon.

February

The PR Advanced: Brand Yourself conference that I helped plan as co-coordinator of Boston University’s Regional Activity was on February 27.  More details about the conference are at the PR Advanced: Brand Yourself post.  The conference was a culmination of my love for the Public Relations Student Society of America, public relations and event planning.  I had an incredible committee who contributed to its success, and it was truly an exceptional day to see everything come together.

March

In this month, my life changed for the better.  I went to PRSSA National Assembly in Austin and was elected to serve as the 2010-2011 National Vice President of Regional Activities.  Not only do I get to assist in the Regional Activities across the country, but I have had the chance to get to know some incredible people on the National Committee and in other Chapters who are truly going to make a huge impact on the industry.

April

After filling out and submitting many applications and cover letters and researching a lot of agencies, I accepted an offer from Burson-Marsteller to intern in their Corporate and Financial Department in New York City.  More details about the internship are in my Lessons From A PR Intern post.  I didn’t know it then, but I would gain a lot of public relations experience, interact with some of the industry’s top PR professionals and work on many interesting clients (often at the same time).

May

I have always befriended people who are older than me so it only made sense that I attend Boston University’s graduation ceremony.  It was a great “last hurrah” to spend with my friends who were graduating, but it also made me think a lot about my future (and the fact that I only had a year left to enjoy college and potentially Boston).  I wrote about my thoughts in my Graduation Reflection post.

June

There will obviously be a common theme about PRSSA in this blog post, but in June I really began to understand the organization inside and out.  Every year the PRSSA National Committee goes to Scottsdale, Arizona for a few days for a retreat to kick off the year.  I was amazed at the talent and leadership in the room as we discussed our platforms for the year and got to know each other.  The four days I spent with these people were truly the best days of my summer.

July

On July 14…I turned 21!  It was a great birthday and definitely exciting to be considered more of an “adult.”  Below is the best birthday card I have ever received!

August

For my grandmother’s 80th birthday, she took my family on a Mediterranean cruise that left from Barcelona.  We traveled to Capri, Rome, Pisa, Cannes, Monaco and Toulon.  It was my first time in Europe and truly an incredible experience.

Barcelona, Spain

Barcelona, Spain

Capri, Italy

Rome, Italy

Pisa, Italy

Pisa, Italy

Cannes, France

Monaco

Toulon, France

September

In September I started my last year at Boston University and my last year of school forever.  It is crazy to think that after so many years of school and classes, I will not be starting a new year next September!

October

In October I spent 10 days in Washington, D.C. first at the University of Maryland and then at the PRSSA National Conference.  More details about the conference are in my 2010 PRSSA National Conference: Washington, D.C. post.  Long story short, the conference was the greatest week of my life.

November

November was a very busy month.  I felt like I had a different event/commitment every night.  But I did one thing that I have always wanted to do.  I competed with Chris Wilcox in the Mr. and Miss BU pageant as Mr. and Miss COM!  We had a few challenges and prepared a skit and dance to Lady Gaga’s “Telephone.”  We got 2nd place, and it was a lot of fun!

December

I was hoping to talk about my smartphone here but since I still have my Blackberry (see #downwithblackberry), I will discuss 2 tweet-ups I went to that I really enjoyed!  Harrison Kratz asked me to plan Boston’s TweetDrive to gather toys for needy children.  More details about this event are in the Boston TweetDrive post.  Zach Cole asked me to be part of a social media task force at the MegaTweetup 2.  More details about this event are in the MegaTweetup 2 post.

TweetDrive

MegaTweetup 2

Happy New Year to everyone, and I look forward to many more memories in the next year as I have had this past year.

MegaTweetup 2

Last week I attended an incredible event hosted by Joselin Mane at the Microsoft New England Research and Development Center called MegaTweetup 2.  Normally the tweet-ups I have gone to have maybe 40-60 people, but this tweet-up had more than 400 people.  We took over 2 floors of the venue, had more than 50 (maybe even closer to 100) sponsors, what seemed like unlimited food and drinks and raffle items galore.

I have to mention the venue and how perfect it was.  We were on the 10th and 11th floors and overlooked the entire city of Boston.  It was also the 500th event the center has hosted, and they gave us 500 cupcakes to celebrate.

I also had the amazing opportunity to be a part of the social media control center led by Zach Cole, a senior at Emerson College.

Along with Mike DeFilippis, Valentina Monte, Mara Martin, Abbey Niezgoda, DJ Switz and Lane Sutton, we were trained by Radian6 before the event to track specific analytics throughout the night.  During the event, we used Radian6, TweetReach, Twitter.com and other tools to track how many people were using the hashtag “#MegaTweetup,” how many people tweeted, how many people checked-in using Foursquare and SCVNGR, how many people posted pictures, popular keywords and RT, etc.  A summary of some of the data can be found on Zach’s blog, our presentation can be found on Lane’s slides, video of the event can be found on Bruce Garber’s UStream and case studies will be coming by early 2011.

Check out some of these blog posts for other recaps of the event!

Zach Cole

Mike DeFilippis

Steve Garfield

Bruce Garber

Ben Spark