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?

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.

Foursquare Day

A lot of people laugh at me that I check in wherever I go.  But ever since I got my smartphone in September, I have been addicted to checking in on Foursquare.  So when I heard that there was an actual Foursquare Day, I was obviously excited to celebrate.  Foursquare Day is on 4/16 every year.

For those of you who do not realize the connection:

Four = 4

Four Squared = 42 = 16

So, Foursquare Day is on 4/16.

To celebrate this holiday, I joined Allen & Gerritsen for a day of playing Foursquare in the Boston Common.  I had actually never played foursquare before (apparently I was deprived as a child during recess), but it was a lot of fun.  We ended up changing the rules a bit by allowing the mayor to make up a new rule.  That definitely added a twist to things and made it more exciting.  Check out more pictures from the day at Allen and Gerritsen’s Flickr for #4sqdayBOS.

Photo taken by Tina Yip (@tina_yip)

Thanks to the Digital Incubator at A&G, we also received a great deal at Boloco On the Common to celebrate Foursquare.  When you said “Digital Incubator,” you received discounted burritos.  (They pretended like they didn’t know what I was talking about at first so I went on and on about Foursquare Day, and they just laughed and said they knew what I was talking about from the beginning.  The staff there was really great and fun-spirited!)

To complete a day of recognizing Foursquare, the Explore feature that is part of Version 3.0 chose the places I was going to at night.  It was great to try a new restaurant and new bar in an area of Boston I had never really explored (aka Brookline Village).  I had used the Explore feature before, but I did not find anything I liked too much until this past weekend.  It was great to try out a new place especially on Foursquare Day.

I hope everyone had a great Foursquare Day this past weekend!  Til next year!

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!

SCVNGR’s Beantown Challenge

Every year, Boston hosts its famous college hockey tournament, the Beanpot.  Every year, Boston University, Boston College, Harvard University and Northeastern University battle it out on the ice to be Boston’s #1 hockey team.  SCVNGR decided to take this to the next level and created the Beantown Challenge.  Since Harvard didn’t answer them (I guess they were afraid to lose), Boston University, Boston College, Northeastern University and Emerson College came together to battle it out and prove which school was the best at social gaming.

For those of you who are unfamiliar with SCVNGR, they are a location based service similar to Foursquare.  SCVNGR allows you to check into locations and play challenges at the particular venue.  Challenges include answering a riddle or taking a picture at the place you are at.  Certain challenges lead to rewards (Zipcar has a reward for free driving dollars).  You can earn badges and points and compete against your friends.

Mike DeFilippis, Alex Shuck and I immediately enlisted the help of Dean Elmore and John Battaglino when SCVNGR approached us about this competition.  Of course, they put their full support behind us, and we immediately recruited other students to help us in the competition.  We had about 15-20 other students helping to promote the competition, play the challenges and ultimately prove that Boston University deserved to win the Beantown Challenge.

The competition lasted from February 7-14.  During this time, 15 challenges could be active at a time.  We put up the challenges in the School of Management, College of Communication, College of Arts & Sciences, Warren Towers and the George Sherman Union.  People who played the challenges had to either submit pictures or answer questions.  Some of the questions asked about favorite foods or types of coffee or questioned the types of social media people use.  People also had to snap pictures of parts of campus.

By 12:00 pm on Day 1, we had already surpassed 1,000 points even though the other schools barely had other points.  By the end of the day, we had between 3,000-4,000 and kept going strong.  Throughout the week, we gave out various prizes as incentives for students to play (even though the incentive to beat the other schools was enough for some people).  The most active player on Day 1, Emma Tangoren, won tickets to the Beanpot AND had the chance to go to pre-Beanpot parties with Dean Elmore.  Throughout the rest of the week, Celtics tickets and tickets to see Kylie Minogue.  By February 9, three days into the game, we had reached 10,000 points.  We ended the competition with 14,116 points.  Emerson had 2,892, Northeastern had 1,166 and BC had 1,029.  Other prizes that SCVNGR awarded us included black SCVNGR t-shirts, SCVNGR water bottles, $800 in Student Universe travel dollars, SBS Varsity Cards and 10 Celtics tickets.

So how was BU able to get so many points so quickly?  With the help of the administration and the SCVNGR ambassadors, we took the following measures:

1) Constant tweeting.  Under the hashtag #BUSCVNGR, we constantly tweeted about the challenges, prizes and opportunity to beat BC off the ice.  We got the attention of many BU students and BU organizations.  Even professionals in the area began to ask about #BUSCVNGR.  When they saw us racking up the points against the other schools, they showed their support for this BU effort.

2) Utilization of Facebook.  We created a Facebook event page to update everyone about the new challenges.  We used Facebook groups to help the ambassadors communicate.  We created a Facebook Fan page for Dean Elmore to spread the word.

3) Traditional media.  We were interviewed by the BU Quad in an article “#BUSCVNGR: Don’t Get Mad, Beat BC” and the Daily Free Press in an article, “Students Show BU Spirit and Win Prizes in Beanpot Scavenger Hunt”.  These articles highlighted our ability to gain support from the students, and the lead we had over the other schools.  (After the event, we were also featured on BU’s Social Media blog in “Social Media Communicators Meeting 02/15/2011: SCVNGR, BU Culture Shock, Facebook Pages, Upcoming Events.”)

The amazing part of this campaign was that there was actually little planning.  We took the above measures, but word spread so quickly around Twitter and BU’s campus that it was pretty easy to make everyone aware of the competition in such a short period of time.

Stay tuned for another blog post by co-coordinator, Mike DeFilippis.  In the meantime, thank you for playing SCVNGR and helping us win BU!

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

Graduation Reflection

This past weekend, I attended Boston University’s Commencement Weekend.  It was basically my one last hurrah with many of my friends who are a year older than I am.  We spent some time in Cape Cod and then came back to Boston for graduation.  It was a great weekend, but it felt like any other weekend at college.  It did not really hit me until I was driving back home from Boston that my experience at Boston University would be very different in the future.  Many people who have been in my classes and who have been easy to get into contact with will not be there anymore.  One of my close friends is moving to Mississippi for Teach for America so I will not see her for at least two years.  Others will be going back home to California, Florida, New York, and even Scotland.  College as I know it will be different.

So all of this got me thinking: What do I want to remember from college?  What experiences, professionally and socially, are important to me?  What do I want to make of my senior year?  Do I have any regrets from the past three years?  Should I have done something different?  Is there something I need to experience in Boston before I graduate?  Will I live in New York City after I graduate as I have always planned?  Should I look into other cities to live in besides Boston and New York City?  What is keeping me on the East Coast?

I remember when my sister and brother-in-law graduated from college.  They had been in Philadelphia for the past four years but had not experienced everything Philly had to offer.  My brother-in-law went back after graduation to relive some of the historical sites that he had not visited during his time at the University of Pennsylvania.  This made me think too.

The past semester, I tried to go out of my way to do some things that I may not have done in the past.  If I was too tired to meet up with a friend who just graduated, I made myself do it anyway.  If I was too tired at night to go to a networking event, I made myself do it anyway.  I wanted to make sure I made the most of my time in Boston because I was realizing, slowly, that it was limited.

With only nine months left in Boston, I want to take this to the next level.  My goal for my senior year is to do one thing each week that I normally would not do.  That may be a tourist attraction or going to dinner at a restaurant besides Noodle Street (which is a feat for me).  But whatever it is for that particular week, I want to go the extra mile to take advantage of college and Boston.

People always say that your college years are the best years of your life.  That may be true for some but not all.  I am a positive person and hope that my future will be just as fulfilling if not more than college.  However, I want to make the most of the opportunities I am fortunate to have in the meantime.  Anyone have any suggestions about Week 1?  I have until September to decide!

 

PR Advanced: Brand Yourself

As the co-coordinator for this year’s Regional Activity, PR Advanced: Brand Yourself, the last six months of my life have been dedicated to planning and executing this event.  I am extremely passionate about three things: PRSSA, event planning, and most importantly, the Regional Activity.  That made the last six months of my life not easier, but enjoyable.  After working hard to secure speakers in December after worrying that they would not want to attend the event, working with Boston University’s Student Activities Office to fill our paperwork, figuring our logistics, schedules, committee agendas, delegating tasks to the conference committee, seeking sponsorship and career fair participants, promoting the event through social media outlets, talking to other chapters via TwitterFacebook, e-mail, and phone calls, and more (I seriously could ramble on and on), the event finally came together on February 27, 2010.  Not only did we have a stellar line-up of speakers, but we had a stellar committee and as Brandi Boatner, Immediate National PRSSA President put it, ROCK STARS as our participants.

The committee arrived at the Photonics Center to begin setting up at 8:00 am.  One of the things that I really liked that we did this year was having donations to send to Haiti.  We always have a raffle, and usually every participant gets a raffle ticket.  But this year, we charged for raffle tickets and were able to raise $87 to send to Haiti.  We also had people sign up forPenelope Trunk’s website, Brazen Careerist.

To start out the conference, Chelsea Alexander (the other conference co-coordinator) and I introduced Penelope Trunk, who spoke about her five tips to branding.

1) Stick with it: She told us that she was awake at 5:00 in the morning before coming to our conference to write a blog post to send to her editor.  That is pretty early, but she knew that is what she had to do.  I know what she means.  I have stuck with my blog for almost two years now.  I try to write a blog post at least once a week (it usually ends up being 2-3 per month) because I know that I have something to say.  I can come up with an idea.  I can write what is on my mind.  And I can give up 30-40 minutes to do so.

2) Be optimistic: You might not succeed the first time.  You might not even succeed the second time.  But if you stick with it (see above) and stay optimistic, good things will come.  You need to be positive in order to make things work.

3) Do cool things: Attending the conference is cool.  Joining and becoming involved in PRSSA is cool.  I think I already have this one set!

4) Take leaps: Do something you would not normally do.  Take chances.  Take risks.  Great things do not happen to those who simply wait on the sideline.

5) Be known for your ideas: In a world where people might be afraid of other stealing your ideas, YOU CAN’T BE.  If someone takes one of your ideas, great-you had an AWESOME idea.  There are more where that came from.  Don’t get discouraged, and don’t be afraid to tell everyone what you are thinking.

The next part of the conference was a breakout session.  There were 5 speakers: Jacob Cass, junior creative at Carrot CreativeHeather Huhman, founder and president of Come RecommendedJoe Januszewski, vice president of corporate partnerships at the Boston Red SoxLinda Shear, executive coordinator of Whole Foods, and Karen Raskopf, senior vice president of corporate communications at Dunkin’ Brands.  I was running all over the place, but I did have the chance to stop by Heather Huhman’s session for a little bit.  She spoke about the importance of buying your own domain name, starting a blog and website (I have the blog part, now I need the website part), buying business cards, and really developing your brand.  She told us to Google ourselves and see what comes up.  I have to admit, I have a Google Alert for my name, and I do Google myself from time to time.  My blog,TwitterFacebook (I have mine completely public-I am proud of my Facebook and have nothing to hide), PRSSA involvement,LinkedIn pageJSPRAA scholarship awardhigh school basketball statsGold Congressional Award, and others come up.  Sometimes, pages that say “Rachel sprung into action” come up, but for the most part, my personal brand through Google is in tact.  Phew!  I can check that off!

After lunch, we had another breakout session, where participants were able to attend another of the five speakers from above.  I was welcoming speakers for the next part of our day, so I helped set things up instead of attending a session.

Our next part was dedicated to the HR Panel.  We had Chris Gaturu from the Federal Reserve Bank of BostonKate DiChristopher from Marina Maher CommunicationsMaggie van der Leeuw from Burson-Marsteller, and Jason Glashow fromFleishman-Hillard.  They sat at a table in front of all the participants.  The cool part about this session was that we had a projector showing TweetDeck in the back.  I was the moderator and alternated between taking questions from the audience and taking questions from TweetDeck.  It was an interesting combination of corporate, boutique, and larger agency points-of-view.  For example, Chris thought that your GPA should always be on your resume, and Jason did not agree.  The larger agencies looked for certain qualities that the smaller agencies did not.  The agencies expected written thank you notes, while corporate expected you to shine in an interview without the thank you note being too influential.  It was interesting to see them go back and forth about these issues.  It was also interesting to hear about using Skype for interviews (especially when people are interviewing from other countries), the use of e-portfolios, assessments on site after interviews, etc.  We spoke about the role of social media, of course, and how that influences a candidate’s chance of an internship or job.  They all did agree upon one thing: ASK QUESTIONS IN AN INTERVIEW.  If you are properly prepared for an interview, you should know a lot about the company, and you should have a question based on that research.  Before you step in the door, know a company from the front to the back.  If you really want the internship, PROVE IT!

Next, Brandi Boatner spoke about PRSSA and encouraged participants to join and utilize all the benefits this organization provides.  Now she knows how to energize and excite an audience!  I’m already an active member of PRSSA, but listening to her speak only made me want to be even more involved.  She was seriously the energy of the conference, especially when everyone was growing tired toward the end.  I cannot wait to see her again soon!

Next, I introduced our keynote, Fiona Morrisson, director of brand and advertising at JetBlue.  Her presentation was wonderful!  She told us how JetBlue branded itself against larger companies in a way to ensure success.  One way was they said they were “jetting” instead of “flying” from place to place.  They used the slogan “Happy jetting.”  She also spoke about the creation of T5 in the JFK airport to give customers the ultimate JetBlue experience from the time the person arrives at the airport to the time they are gathering their bags at the destination’s airport.  Then she connected everything back to personal branding and how important it is for all individuals.  She was truly fabulous and fantastic.  During the career fair, many people approached her.

The career fair was truly spectacular.  We had agencies including 360 Public RelationsBurson-MarstellerBusiness WireConeEdelmanFleishman-HillardHubSpot,Internshipratings.comMarina Maher CommunicationsML StrategiesMorrissey & CompanyMS&L WorldwideOn-MessagePRSA BostonPub Club of New EnglandRacepoint GroupSolomon McCown, and TalentCulture.  And during this time, we also found out that we were the #2 trending topic in Boston (see above picture)!

Following the career fair, we went to Eastern Standard for appetizers and conversations.  This gave us the opportunity to talk further with professionals and may students from out of the state.  Participants were glowing with all of the information they had learned throughout the day.  It was truly fabulous to hear how grateful they were to attend an event like this.  I was proud of our committee and the event we were able to plan, but I also had great pride when I heard this was the best conference they had ever been to.  I was approached by many people asking if they could meet me to talk about getting an internship, even if they did not have experience.  They wanted to get involved in PRSSA.  They wanted to start their own blogs.  They wanted to create websites.  They just wanted to make sure they were properly branding themselves.  THAT is what these conferences is all about.  I’m truly proud to have been involved in this for my third year.

Also, a special thanks to our sponsors: ConeConover Tuttle PaceMorrissey & CompanyOn-MessagePRSA Boston,Staples, and TalentCulture.  We look forward to your support in the future!

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BU: Douchiest to Luxurious

From the end of August to the beginning of September, Boston University went from being the home of the 18th “Douchiest” college in the country to being the home of the nicest dorm in the country.  GQ wrote the feature article highlighting the parts of Boston University that make it an arrogant institution, more specifically the communication school (http://men.style.com/gq/features/landing?id=content_10779).  Being a communications student, I obviously find this offending and can think of many other aspects of BU that would be more fitting for such a title.  According to GQ, Boston University students are most likely to “major in communications and take it seriously.”  At least they included business students in the title as “The Future Marketing Executives of America Douche,” even though that is equally as offending to me because I am majoring in business administration in addition to communications.

I’m curious how they even go about finding the “Top 25 Douchiest Colleges.”  Do they interview individual students?  Do they survey to find students’ interests?  Even so, why focus on communications students?  Granted communications is a field that most people do not understand and therefore think is fruitless, but why focus on communications instead of business, engineering, or hospitality?  For some of the other colleges that are ranked, they focus on other aspects of campus life.  For Duke University, they focus on Duke’s obsession with being ranked #1 (which leads them to rank Duke #2).  For Harvard University, they do not even give a reason for being on the list besides being a “Harvard douche.”  Whatever the reason, this article definitely attracted attention, mostly negative.

However, the Boston Globe definitely helped turn around this bad publicity by highlighting the newest addition to our campus, the Student Village II or StuVi2 (http://www.boston.com/news/local/massachusetts/articles/2009/09/02/bu_dorm_offers_a_study_in_luxury/).  Even though it costs more than other on-campus housing (and even off-campus housing), it is luxurious and beautiful.  The first time I walked into the new high-rise building, I really felt like I died and went to heaven.  The entrance looks like a beautiful hotel, and the suites and apartments are just as nice.  The view is spectacular as it overlooks Nickerson Field, the Charles River, or other beautiful landscapes around Boston.  The common rooms have windows from the floor to the ceiling that allow for these breathtaking views.

Not only does this article help promote Boston University’s accommodations, but it depicts steps that Boston University is taking to satisfy current and potential students.  In the past, Boston University did not have the capacity to house all of the students who wanted housing and had to send some across the river to stay at the Hyatt for a semester.  Now, BU is able to provide housing for 80% of its students (16,000 students) thanks to this new addition.  I know that I would love the opportunity to live in this building, and I am sure when potential students see where they could live in the future, this housing could be an incentive to bring in students.

So clearly the media went from portraying Boston University in a negative light to a more positive light.  One second they are discussing the arrogant attitude of students, and the next second they are describing the beautiful accommodations available to the students.  Twitter and Facebook filled up with posts about both of these articles, but which one actually sticks in people’s minds?  Usually it is the negative news.  I’m sure people at other schools focus more on the fact that BU is ranked #18 on this list, but currently at BU, everyone is talking about StuVi2.