Building the Brand Called You


Published on

Presented by WW CEO Paul Furiga to Penn State University PRSSA students.

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Building the Brand Called You

  1. 1. Building the Brand Called You: How to Keep Yourself Marketable in an Ever-Changing Field Paul Furiga President & CEO WordWrite Communications LLC
  2. 2. The big picture . . . <ul><li>Do you want to work in public relations today? </li></ul><ul><li>Do you think you ’ll be in PR five years from now? </li></ul><ul><li>Ten years from now? </li></ul><ul><li>How long does the average person spend in a job? </li></ul>
  3. 3. The changing nature of work <ul><ul><li>The average job today lasts 18 months </li></ul></ul><ul><ul><ul><li>CEO tenure is inching down to 13 months </li></ul></ul></ul><ul><ul><li>A 25-year-old may have three careers before retiring at age 70 </li></ul></ul><ul><ul><li>Planning for a career is no longer something you do once — you ’ll probably change careers twice </li></ul></ul>
  4. 4. The changing nature of job search <ul><li>Resumes and interviews don ’t work the way they used to </li></ul><ul><li>Jobs seem harder to find in the paper, or from online sources </li></ul><ul><li>There ’s a new job search dynamic. Do you know what it’s called? </li></ul><ul><li>Networking </li></ul>
  5. 5. Networking: Why do it? <ul><li>When you talk to people who are in PR, you get the inside story on: </li></ul><ul><ul><li>what it takes to be successful </li></ul></ul><ul><ul><li>what the future holds for the field </li></ul></ul><ul><ul><li>the positives and negatives </li></ul></ul><ul><ul><li>and whether your unique combination of skills, interests and values is a good match. </li></ul></ul>
  6. 6. Networking: Why do it? <ul><li>Networking with people in PR: </li></ul><ul><ul><li>clues you in on what works and what doesn't </li></ul></ul><ul><ul><li>provides you with leads on jobs that will never be advertised </li></ul></ul>
  7. 7. Networking: Why do it? <ul><li>By learning first-hand what it is like to work in PR, you can confirm whether your chosen major or career is right for you, before you make a serious mistake </li></ul>
  8. 8. Networking: Why do it? <ul><li>It gives you the opportunity to speak about your interests and goals with a variety of professionals — this prepares you for job interviews. You become comfortable conversing, and improve your interview questions, answers and hiring chances because you have better insights. </li></ul>
  9. 9. Networking: Why do it? <ul><li>Networking with current employees or others who familiar with an organization provides a comprehensive picture of a specific job opportunity, including the organization's culture and expectations of the management. </li></ul>
  10. 10. Networking: What it isn ’t <ul><li>It ’ s not only for those who know a lot of people and are incredibly well-connected </li></ul><ul><li>It ’ s not only for outgoing extroverts </li></ul><ul><li>It ’ s not bothering people who are unwilling to help you </li></ul><ul><li>It ’ s not asking for a job </li></ul>
  11. 11. Networking: Who to talk to? <ul><li>It changes over time, but for now, it ’s: </li></ul><ul><ul><li>Your classmates </li></ul></ul><ul><ul><li>Alumni, especially recent grads </li></ul></ul><ul><ul><li>Parents and other family </li></ul></ul><ul><ul><li>Parents of classmates </li></ul></ul><ul><ul><li>Professors and other advisors </li></ul></ul><ul><ul><li>Current and former employers </li></ul></ul><ul><ul><li>Members of clubs or other organizations to which you belong </li></ul></ul><ul><ul><li>Guest speakers </li></ul></ul><ul><ul><li>Members of professional associations </li></ul></ul>
  12. 12. Ah yes, professional associations! <ul><li>These will be valuable throughout your career </li></ul><ul><li>It ’s “who you know,” but also . . . </li></ul><ul><li>“ Who knows you.” </li></ul><ul><li>Let ’s look at a few </li></ul>
  13. 13. Professional organizations <ul><li>Public Relations Society of America </li></ul><ul><li>International Association of Business Communicators </li></ul><ul><li>National Investor Relations Institute </li></ul><ul><li>Press Clubs </li></ul><ul><li>Sigma Delta Chi </li></ul><ul><li>AMA, BMA, etc. </li></ul>
  14. 14. They all work the same way <ul><li>Join </li></ul><ul><li>Volunteer </li></ul><ul><li>Become a networker </li></ul><ul><li>Become a leader </li></ul><ul><li>Become employed </li></ul><ul><li>Again, and again and again </li></ul>
  15. 15. Networking: What to say <ul><li>Building the brand called you! </li></ul><ul><li>No one else has the unique combination of skills and experience that you do </li></ul><ul><li>Marketing that “unique combination” is your challenge </li></ul><ul><li>Let ’s look at the first step in that process </li></ul>
  16. 16. What to say: An introduction <ul><li>An introduction is like a 30-second commercial for you </li></ul><ul><li>It ’s the distilled essence of the brand called you </li></ul><ul><li>Let ’s look at one approach, from Priority Two, a faith-based, career transition program in Pittsburgh </li></ul>
  17. 17. What is an introduction? <ul><li>Used in face-to-face initial meetings with someone who can help you </li></ul><ul><ul><li>20-30 seconds </li></ul></ul><ul><ul><li>It has three parts: </li></ul></ul><ul><ul><ul><li>A metaphor </li></ul></ul></ul><ul><ul><ul><li>An explanation </li></ul></ul></ul><ul><ul><ul><li>A reason to meet (seeking information) </li></ul></ul></ul>
  18. 18. How about a sample? <ul><li>Hi, I ’m Paul, Paul Furiga. People who know me best say that after 20 years in journalism, government and PR, what I really am is a great storyteller. Every organization has at least one great story to tell: its own. I help organizations create, develop and share their great untold stories. How do organizations in your industry share their great, untold stories? </li></ul>
  19. 19. What is an introduction? <ul><li>People say I am a _ metaphor __. I help people who are___________ to _____________________, _________________ and ___________________. </li></ul><ul><li>Just as a_ metaphor __ does _ A _, _ B _ and _ C _, I do _ X _, _ Y _ and _ Z _. What are the major issues facing companies in _ your _ industry today compared to five years ago? </li></ul>
  20. 20. Mastering the introduction <ul><li>The blueprint for success: </li></ul><ul><ul><li>Normal speech is 100-150 words a minute. You must go slower to be understood. You may have 50 words tops to work with. </li></ul></ul><ul><ul><li>Try this: build a metaphor that has not a single word specific to your industry or profession. </li></ul></ul><ul><ul><li>Your explanation connects the metaphor to your specific career goal. </li></ul></ul><ul><ul><li>You must have a compelling and interesting question that, with your metaphor, makes you intriguing and worthy of your contact ’s time. </li></ul></ul>
  21. 21. Helpful thoughts <ul><li>Metaphors work because they are memorable. Use powerful words: navigator, explorer, guide, conductor, etc. </li></ul><ul><li>Questions must avoid “yes” or “no” answers. “How” questions work best — they’re hard to blow off. </li></ul><ul><li>The goal is to open a dialogue that leads to networking, and ultimately, to a job you love. </li></ul>
  22. 22. Questions? <ul><li>Paul Furiga </li></ul><ul><li>President & CEO </li></ul><ul><li>WordWrite Communications LLC </li></ul><ul><li>10475 Perry Highway Suite 104 </li></ul><ul><li>Wexford, PA 15090 </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>
  23. 23. Building the Brand Called You: How to Keep Yourself Marketable in an Ever-Changing Field Thank you! Paul Furiga President & CEO WordWrite Communications LLC
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.