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Corporate or Non-Profit PR Career Pathways: What's the Best Fit for You?


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A dynamic keynote address given by Steve R. Smith '89, MS '93 and Kevin R. Petschow '81 to faculty and students at COM Week 2014 hosted by the School of Communication at Illinois State University.

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Corporate or Non-Profit PR Career Pathways: What's the Best Fit for You?

  1. 1. Corporate or Non-Profit PR Career Pathways: What's the Best Fit for You? Kevin Petschow, BS ’81 Twitter: @KevinPetschow Linkedin: Steve Smith, BS ‘89, MS ’93 Twitter: @ssmithaahpm Linkedin: April 15, 2014
  2. 2. Our Talk 1. Introductions 2. What We Have in Common 3. Alternate Pathways 4. Today 5. Stepping Stones 6. Corporate vs. Non-Profit PR 7. Tomorrow 8. 10 Tips 9. 5 Points to Ponder 10.Q&A
  3. 3. Time to Text! Text CODE here Text RESPONSE here
  4. 4. What We Have in Common
  5. 5. Same Area of Study; Different Career Pathways
  6. 6. Today Senior Manager, Corporate Communications & Social Media Corporate/Technology Volunteer Leader Executive Director & CEO Non-Profit, Association Management Volunteer Leader
  7. 7. How Did We Get Here?
  8. 8. The Wonder Years (Kevin) High School Dreamer High School Reality
  9. 9. The Wonder Years (Kevin) College Dreamer College Reality
  10. 10. Stepping Stones (Kevin) PR “Oscars:” (Ameritech, 3Com & Cisco) Current Job: Cisco (Sr. Mgr. Global PR) 2nd Job: PR & Fundraising (LF Academy) 1st Job: Fundraising & PR (ATΩ HQ & LeaderShape) 3rd Job: Corporate Comms (GTE) Major Mass Comms Minor: PR Fraternity (PRO, ARO, At hletics Chair) Campus Jobs (SoC, Vidette, W ZND, Rec Ctr.) Jobs: SVP-Telecom & Tech Practices (PR Agencies)
  11. 11. Working in Corp. Communications • Act like a business pro and be a comms pro. • Forcing-function to communicate an organization’s point of view. • Protector of a brand, name and reputation • Think global and act local mindset in a dynamic, ever-changing, fast-paced environment. • Solution solver that requires being calm, cool and collected. • Variety of industries of all shapes and sizes.
  12. 12. The Wonder Years (Steve)
  13. 13. Stepping Stones (Steve) 3rd Job: Medical Association (Marketing) Current Job: Medical Association (CEO) Grad School Com; Center for Aging) 1st Job: ISU (Admissions) Internships (PR Agency; Senior Health; Association) PR Major Sociology (Gerontology) Minor Fraternity (PR officer; IFC LeaderShape) Campus Jobs (Career Center, Student Affairs, Preview Guide) 2nd Job: Alzheimer’s Association (Education, Com)
  14. 14. Working in Nonprofit PR • Great place to intern, start career • Compelling missions, causes • Complex organization, unique comm. challenges • Passionate people • 10% of U.S. workforce; don’t forget associations! • Range of size, budgets & pay • Variety of organizations o Charities (local, regional, national) o Universities and colleges o Hospitals and health agencies o Professional associations • Leadership focused (volunteers, staff)
  15. 15. PR Skills We Both Use Every Day • Communication! o Written o Verbal o Organizational o Visual • Issue Identification • Relationship Building • Group Process; Team Leadership • Persuasive Public Speaking • Research & Evaluation • Event Planning & Oversight • Social Media & Technology • Strategic Thinking & Planning
  16. 16. Tomorrow
  17. 17. 10 Tips for Success 1. Set Goals 2. Get Involved; Be Active 3. Build & Sustain Relationships 4. Be a Leader 5. Do Your Best & Impress
  18. 18. 10 Tips for Success 6. Do Work That You Enjoy 7. Seek Mentors; Coaches 8. Volunteer; Give Back 9. Keep Learning; Growing 10. Celebrate Success
  19. 19. Points to Ponder Either write something worth reading or do something worth writing about. - Benjamin Franklin
  20. 20. Points to Ponder People do not buy goods and services. They buy relations, stories and magic. - Seth Godin
  21. 21. Points to Ponder I've failed over and over again in my life and that is why I succeed. - Michael Jordan
  22. 22. Points to Ponder People should use their talent. If you’re in public relations you can offer PR help to a charity. These organizations are always looking for people to volunteer or raise money. We can all do that. - Will Schwalbe
  23. 23. Points to Ponder PR and Communication professionals have the skills and competencies today’s organizations and businesses want and need. Go forth and do great things! - Kevin & Steve
  24. 24. Questions?
  25. 25. Did u see it? Retweet it? ssmithaahpm @ssmithaahpm ISU #Com178 students: 7 best ways 2 start your PR career … - RT to be eligible for a prize during #COMWeek2014 lecture!
  26. 26. Enjoy the Journey!
  27. 27. Corporate or Non-Profit PR Career Pathways: What's the Best Fit for You? Kevin Petschow Twitter: @KevinPetschow Linkedin: Steve Smith Twitter: @ssmithaahpm Linkedin: T H A N K Y O U ! G O R E D B I R D S !