The Digital Age

Our last class we had the privilege to have not one, but two speakers… double the info, double the fun! Our topic was one that is considered the most important trend in communications today: social media and strategic marketing.

First we heard from Katherine Bradford who asked, “Are you prepared to be Googled?” Bradford is an expert in LinkedIn and landing a job. She recommends, “branding yourself” online, so that future employers know exactly what they seek to gain from hiring you.

Next we heard from Lee Gills, Executive Vice President for EMS (Excel Marketing Systems, Inc.). Mr. Gills consults companies to incorporate a “response driven” social media offering. I was the first student to class, and he immediately asked me, “Do you use social media?” I responded, “Yes, of course,” and he responded, “Well I’m going to teach you to make money off of it.” Gills saw the trend of social media coming and learned how he could capitalize it.

Both speakers gave a thorough presentation on digital technology, and it is interesting to see just how diverse digital technology has become.

Perspectives

This week we heard from Matt Gobush, Corporate Communications Manager at ExxonMobil. Mr. Gobush joined ExxonMobil in 2005 after 12 years in Washington, D.C. working on several presidential campaigns including President Bill Clinton’s campaign. And yes, he did get the occasional comment about his last name.

Mr. Gobush handles the corporation's executive speech program, is responsible for the energy policy blog, all shareholder publications, internal communications, opinion research, and oversees functional and regional communications. What I really enjoyed hearing about was Exxon’s blog, Perspectives, which is currently run by a young lady not too much older than myself. Mr. Gobush talked about the opportunities available for young bloggers and the social media obsessed to really succeed in an area that older generations do not understand. His speech was encouraging for a senior with similar aspirations, and left me feeling optimistic about the future of social media as a career, not a hobby.

Mr. Gobush did a wonderful job exposing us to the truth behind “big oil companies,” and even helped clear up some common misconceptions. I really appreciated his straightforward and honest approach, and enjoyed hearing about ExxonMobil’s unique way of communicating.

Crisis 101

This week we heard from Maureen Locus, head of public relations for Brinker International, on the topic of crisis communications. She is a great ambassador for her company, and had nothing but great things to say about her job. Casual dress, friendly atmosphere and great food—what’s not to love? Well unfortunately, things don’t always go as planned at Chili’s restaurants around the country and throughout the world. Locus shared both some serious and comical crisis situations that have happened since she began her job in 2008.

Here are my tips for handling a “red hot” crisis situation:

1.   Express genuine empathy. If your industry is affected by a crisis—whether or not it's your company's fault—you must acknowledge the tragedy and express your feelings early and often.

2.   Own the message quickly. In the first few hours after a crisis, a huge amount of misinformation spreads online.

3.   Commit to full transparency. Very few companies or industries have the courage to be fully transparent. After a crisis, it might be the only way to rebuild your reputation.

4.   Put a face on the industry. If you don't put a face on the industry, others will, and it might not be the face you want to show the public.

5.   Train the industry's spokespeople. It can be quite damaging for an untrained spokesperson to speak to the media directly.

Social Media is Here to Stay!

This week we hear from Rob Martin, Principal and Managing Director of MM2 Public Relations. Martin founded the company with partner Larry Meltzer, both former senior executives with Fleishman-Hillard. Martin’s presentation focused on how integrated marketing is changing the practice of PR, and provided two main reasons for the shift.

1.       The Shift of Media Influence- Consumers of media are shifting from traditional media such as the New York Times to online media.

2.      Consumer Interactivity- Consumers are able to become more interactive with media. For example, the IPad allows users to download apps on the spot.

I would have to agree with Martin’s reasons, and found his statistics on news usage particularly interesting. Internet has now passed print in terms of influence, and although TV is still considered the favorite medium, only 74% use it traditionally. Martin also talked about the importance of the smart phone in integrated marketing. 1/3 of Americans have one, and for 56% of Americans, their smart phone replaces their computer. Martin’s most interesting statistic is one that I can say I am definitely a part of. This statistic says that 75% of people use another medium while watching TV. Whether it is text, email or music, the versatile smart phone is why most marketers are increasing their online budgets.

As a senior looking for a job that encompasses social media, Martin left me feeling encouraged and excited for the endless possibilities social media has to offer. Social media is no longer just a fad, it is here to stay!

Communication Studies Mentor Program

Our class recently heard from Mike Lake, head of Burson-Marsteller’s Southwest operations and Chair of the U.S. Public Affairs Practice. I had the privilege of meeting Mr. Lake before as we have been paired together for the Communication Studies Mentor Program. As Professor Flournoy stated in her post, Lake is truly a communication leader. The epitome of a busy body, Lake involves himself in various professional organizations and is an active contributor to the Communication Studies department whether he is speaking to students or serving/presiding over the CCPA Advisory Board.

SMU’s unique mentoring program is brought to you through a partnership between the Communication Studies department and the Communication Studies Advisory Board.  It is a program that bridges the gap between the classroom and the professional world as students prepare for future careers in communication. Mentor programs are becoming more and more popular on college campuses, and I feel that they are a great benefit for both the mentor and the mentee. So far I have been able to solidify some short and long term career goals, improve my resume and portfolio and build my network. Professional mentors are an invaluable source of knowledge and experience for students.

You Make Sacrifices for the Job You Love

This week our class had the pleasure of hearing from Jennifer Little and Ashley Maddocks of Edelman. Jennifer is the Senior Vice President, Consumer Marketing of Edelman Southwest, and handles the company’s consumer marketing practice. Ashley is an Account Executive in consumer practice, and some of her job duties include trend monitoring, monthly reporting, weekly status updates and media relations for her clients.

Although in a stable job now, that was not always the case for Ashley. Just two years ago she found herself graduating in one of the worst recessions our generation has seen. Jobs being scarce, Ashley took an internship at Edelman upon graduation in May 2009. She worked hard and was eventually hired on full-time when things became more stable. Ashley’s story really resonated with me in that I am about to graduate during a time where jobs are still limited, and more and more graduates are taking internships.

Although living at home with your parents and no benefits seems less than favorable to the college grad, Ashley explained that when it comes down to it you make sacrifices for the job you love. Last summer I was an unpaid intern at Dallas Market Center, and although I was stressed out and poor, I really enjoyed the work I was doing. I felt the experience was invaluable and that I had gained so much from the relationships I had formed while working at DMC. I know that any time I need advice, help in my job search or just someone to vent to I can reach out to my former boss. Hearing Ashley’s story has truly helped me be more open to other opportunities other than a full-time job after school, and to remember that is okay to take a step back before you take a step forward. To quote our previous speaker Gail Chandler, “There is no one way.”

The Perfect Job

This week we heard from Gail Chandler, head of Public Affairs Communications at Texas Instruments. Gail started off telling us about her journey to finding to what she refers to as “the perfect job.” She has worked in non-profit, government and education, and said, “There is no one way,” in response to where she is now.

Gail worked in the PRSA accreditation offices, and credited many of the opportunities she received to joining PRSA. She started off writing the newsletter and ended up president. Along the way, Gail chose to become accredited, which she said helped her get recognized by others.

Gail is a dedicated SMU graduate who often shares her wealth of knowledge with students, whether it is serving as the professional advisor for the SMU PRSSA student chapter, or attending SMU PRSSA’s Career Workshop. She serves as a great example to future alumni such as myself, and I hope that someday I will be able to give back to the SMU community in a similar way. 

Gail excepting the PRSSA Frederick H. Teahan Award for Outstanding Professional Advisor with some of  SMU PRSSA'S Exec Board

Here are Gail’s tips–­

How you’ll find a job:

• You can never have enough internships.
• Volunteer. It might not always lead to a job, but it will lead to experience.
• Network!
• Practice interviewing.
• Line up your references.
• Get feedback on your resume.
• Organize but don’t agonize over portfolios.

How you’ll be successful:

• Remember there’s karma­– Be kind to admins.
• Learn your strengths and weaknesses.
• Be ethical, honest.
• Never tell the media something your bosses would be surprised to learn.
• See the "big picture" integrated communications.
• Do your best, expect the best, prepare for the worst.
• Wear a blue suit when you want to stand out in a crowd.
• Always hang up the phone after a media interview
• Have a sense of humor!!!