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.
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 Corporation, Fleishman-Hillard, Hill Holliday, Ketchum, Lewis PR, Marina Maher Communications, MSL 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!