Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Building the Brand Called You: How to Keep Yourself Marketable in an Ever-Changing Field Paul Furiga President & CEO WordW...
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 ...
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...
The changing nature of job search <ul><li>Resumes and interviews don ’t work the way they used to </li></ul><ul><li>Jobs s...
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>w...
Networking: Why do it? <ul><li>Networking with people in PR: </li></ul><ul><ul><li>clues you in on what works and what doe...
Networking: Why do it? <ul><li>By learning first-hand what it is like to work in PR, you can confirm whether your chosen m...
Networking: Why do it? <ul><li>It gives you the opportunity to speak about your interests and goals with a variety of prof...
Networking: Why do it? <ul><li>Networking with current employees or others who familiar with an organization provides a co...
Networking: What it isn ’t <ul><li>It ’ s not only for those who know a lot of people and are incredibly well-connected </...
Networking: Who to talk to? <ul><li>It changes over time, but for now, it ’s: </li></ul><ul><ul><li>Your classmates </li><...
Ah yes, professional associations! <ul><li>These will be valuable throughout your career </li></ul><ul><li>It ’s “who you ...
Professional organizations <ul><li>Public Relations Society of America </li></ul><ul><li>International Association of Busi...
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...
Networking: What to say <ul><li>Building the brand called you! </li></ul><ul><li>No one else has the unique combination of...
What to say: An introduction <ul><li>An introduction is like a 30-second commercial for you </li></ul><ul><li>It ’s the di...
What is an introduction? <ul><li>Used in face-to-face initial meetings with someone who can help you </li></ul><ul><ul><li...
How about a sample? <ul><li>Hi, I ’m Paul, Paul Furiga. People who know me best say that after 20 years in journalism, gov...
What is an introduction? <ul><li>People say I am a _ metaphor __. I help people who are___________ to ____________________...
Mastering the introduction <ul><li>The blueprint for success: </li></ul><ul><ul><li>Normal speech is 100-150 words a minut...
Helpful thoughts <ul><li>Metaphors work because they are memorable. Use powerful words: navigator, explorer, guide, conduc...
Questions? <ul><li>Paul Furiga </li></ul><ul><li>President & CEO </li></ul><ul><li>WordWrite Communications LLC </li></ul>...
Building the Brand Called You: How to Keep Yourself Marketable in an Ever-Changing Field Thank you! Paul Furiga President ...
Upcoming SlideShare
Loading in …5
×

Building the Brand Called You

1,836 views

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

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>www.wordwritepr.com </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

×