Senior Diana Biette and junior Mary Reisert, both IU chapter PRSSA members, are networking with students from around the nation and taking notes in workshops for ideas on recruiting new members and helping them in the job search.
| Day 1 | Day 2 | Day 3 |
Diana Biette:
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| Courtesy photo |
| Junior Mary Reisert (left) and senior Diana Biette attended several workshops on Day 2 of the PRSA/PRSSA conference in Philadelphia. |
One morning session featured the keynote speaker for the conference, Rich Jernstedt, chief marketing officer and senior partner at Fleishman-Hillard. His topic covered the 10 most frequently asked questions students ask. He also spoke about what he would have done differently if he were to go back to college and start his career again. He recommends that students work abroad, take business courses, get advanced degrees, read more and leverage all the tools available to them.
Jernstedt said new professionals need to know how to work hard and work smart. They need to know how to write, speak and listen, but more importantly to do those at the right times. Jernstedt believes having all of these skills will help new professionals to be team players and leaders.
Jernstedt talked about a new trend some companies are using to counteract the new digital culture. "No e-mail Fridays" force people to communicate with one another verbally and get work done in an effective manner without the reliance on e-mail.
In the afternoon, I attended "Test Your Writing Skills: Get It Write," hosted by Steven Cody, managing partner at Peppercom, Inc.; "The Next Step After Graduation," hosted by Joseph Basso, graduate public relations coordinator at Rowan University; and "Entertainment PR: Studios, Celebrities, Publicists and the Media," hosted by Kevin Kern, media relations manager for Elvis Presley Enterprises, Inc.
"The Next Step After Graduation" was most helpful. Basso’s advice was to "stop living your life and start designing the life you want to live." The key point was the need to plan what you want to do so it fits your life. If you design the life you want to live, you will be passionate about what you do and happier overall with your choices.
Today was a long day full of new information. Tomorrow I look forward to hearing humanitarian and actor Mia Farrow speak about her advocacy and nonprofit experience and volunteer work.
Mary Reisert:
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| Courtesy photo |
| Reisert, left, said the crowed packed the session on entertainment PR. She and Biette attended, too. |
Following the officer discussions, PRSSA presented its keynote speaker, Rich Jernstedt, chief marketing officer and senior partner at Fleishman-Hillard spoke about what it takes to get a job in public relations.
Jernstedt recommends that students look at the interview process as a fun experience. The No. 1 piece of advice Jernstedt offered is that during the interview, employers look for someone who can come in with a great attitude. They want someone who can relieve them of some of the burdens of work; otherwise they would not be hiring in the first place. Keep that in mind.
After Jernstedt’s speech, PRSSA members could not wait for the next session. They were packed in a small hallway standing in a long line. What topic was so interesting? With today’s celebrity-obsessed culture, the topic featured "Entertainment PR: Studios, Celebrities, Publicists and the Media." Kevin Kern, media relations manager for Elvis Presley Enterprises, spoke about what it takes to make it in the entertainment industry. Being dead for 30 years does not stop Presley from generating $52 million a year.
The most important piece of advice from Kern’s speech focused on the relationship with the local media to keep it involved with what is happening with your product. He advised students not to just target the national media, even with a well-known brand. A local resident "John Smith" could post a negative blog on the internet. That blog has the potential to reach media outlets across the globe. Always check blogs for reviews on your product or brand.
Overall, I was impressed with how professionals want to help students. Every PR professional at the conference wanted students to be more confident. The point could not be stressed enough. They are looking for students who ask questions and know how to communicate effectively. They truly want students to succeed in the public relations workplace.
