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Waynesburg PRSSA: Caffeinate Your Career

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The presentation I gave at Waynesburg PRSSA's Regional Conference - Caffeinate Your Career

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Waynesburg PRSSA: Caffeinate Your Career

  1. 1. Caffeinating Your PR Career PRSSA Regional Conference April 8, 2016 2
  2. 2. 3
  3. 3. 4
  4. 4. 5 I’m back because I want to make an impact. Here. Now.
  5. 5. 6 There’s no shortage of excitement…
  6. 6. 7 …but that doesn’t always carry over to the PR/Marketing world
  7. 7. 8 Pittsburgh is more than this
  8. 8. And you are more than this 9 • You’re proficient in Microsoft Office • You were a waitress/receptionist/office manager/assistant • You did your internship at a local small business or for a family member/friend • You’ve drafted press releases • You’ve got a 3.0 GPA
  9. 9. 10 Perception ≠ Reality
  10. 10. 11 “There is a gap between an old world of public relations and a new one that must be addressed because jobs that were more about media relations are now taking on a role of content creation and content marketing, which is more difficult to do.” - Christopher Graves, Global Chairman of Ogilvy PR http://www.nytimes.com/2014/10/22/business/media/pr-groups-soul-searching-leads-to-shifts-in-strategy-.html?src=recg
  11. 11. 12 This is where you come in
  12. 12. 13 Blogs Facebook Twitter Articles YouTube Vine Instagram Tumblr GIFs Podcasts Videos Relationships You can do all of this. Right now.
  13. 13. 14 “The PR business is in need of disruptive change and none of this generation are even willing to try.” - Rick Rice…in 2012 http://rtrviews.com/ http://dannybrown.me/2012/10/18/a-lack-of-real-vision-is-stalling-the-pr-industry/
  14. 14. Start trying now
  15. 15. 16 Stop trying to fit in. Try to stand out.
  16. 16. 17 Step outside your comfort zone
  17. 17. • Implemented organization’s first thought leadership program where I interviewed senior executives that became blog posts, white papers, and social media posts, resulting in a 456% increase in web traffic and a 45% increase in new leads. • To drive awareness of our new sustainability initiative, I built relationships with the local energy reporters, resulting in three local stories that I then used to pitch Fast Company. This resulted in an executive profile in the June 2015 issue. • Wrote and copyedited news releases, blog posts, brochures and white papers • Assisted in researching and contributed ideas for public relations campaigns • Used CisionPoint to create media lists for clients • Wrote social media posts (Facebook, Twitter, Pinterest) for various clients 18 The why and the how > the what >
  18. 18. 19 This is what you’re showing me
  19. 19. 20 This is who you are
  20. 20. Putting it into action
  21. 21. 22 This is not a valid strategy
  22. 22. 23 Know what you’re looking for
  23. 23. 24 Know the people who can help you get it
  24. 24. 25 Get excited
  25. 25. Climb the ladder
  26. 26. 27 Manage up
  27. 27. How often are you saying? 28 • "How am I doing? How did I do?" • "Don't worry about it – I got it." • "I just read/watched/heard…and it got me thinking that…" • "You know how we've been doing X? Why do we do it that way?" • "I don't think that's the best way to do that. How about we do it this way instead?" • "Here's what I'd recommend and why.“ • "Here's what I learned and how I'll do it better next time." • "You gotta see/read/listen to this – I know you'll love this." • "Do you know who I can talk with to understand this better?" • "What can I do to help?
  28. 28. 29 We need each other
  29. 29. 30 We have enough of us. We need: Your creativity Your ambition Your diversity Your passion
  30. 30. 31 Stop trying to be what you think we want and embrace what you are
  31. 31. Thank you 32 Steve Radick • VP, Director of Public Relations and Content Integration • www.steveradick.com • www.twitter.com/sradick • www.brunnerworks.com

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