Surviving & Thriving in PRSurviving & Thriving in PR
The SurvivorThe Survivor’’s Guide to Public Relations s Guide to Public Relations
PRSSA Regional Activity @ San Jose State UniversityPRSSA Regional Activity @ San Jose State UniversityMarch 18March 18--19, 201019, 2010
Gerry CorbettGerry CorbettFounder and CEO Founder and CEO
Redphlag LLCRedphlag LLCThe PRJobCoachThe PRJobCoach
Vital StatsVital Stats1950 1950 -- LaunchedLaunched
1962 1962 -- First job First job –– paper boy paper boy
1970 1970 -- First job out of college First job out of college –– engineering @ NASAengineering @ NASA
1970 1970 –– First used the Internet (First used the Internet (DarpanetDarpanet))
1974 1974 -- District Director PRSSADistrict Director PRSSA
1977 1977 -- B.A. PR B.A. PR –– SJSU, joined PRSASJSU, joined PRSA
1979 1979 -- First PR job First PR job –– CDB PR AgencyCDB PR Agency
1989 1989 –– First email address First email address -- CompuserveCompuserve
1995 1995 -- Built First Web Site (Hitachi Global Portal)Built First Web Site (Hitachi Global Portal)
1998 1998 -- Acquired Acquired www.corbett.orgwww.corbett.org domaindomain
2008 2008 -- Formed Redphlag LLC Formed Redphlag LLC -- CEO Redphlag LLC CEO Redphlag LLC
2009 2009 -- Started blogging as PRJobCoachStarted blogging as PRJobCoach
2010 2010 -- Secretary, Exec. Committee PRSASecretary, Exec. Committee PRSA
Vital StatsVital Stats
2 2 -- Children (21 and 4)Children (21 and 4)
7 7 -- SiblingsSiblings
52 52 -- RelativesRelatives
10 10 -- Companies worked for Companies worked for
19 19 -- CEOCEO’’s worked fors worked for
825 825 -- Facebook Friends Facebook Friends
1,926 1,926 -- Linkedin ConnectionsLinkedin Connections
4,519 4,519 -- Twitter FollowersTwitter Followers
7,904 7,904 –– Plaxo ContactsPlaxo Contacts
Me in 1950Me in 1950
Me in 1960Me in 1960
High School Grad 1968High School Grad 1968
First Job in 1970First Job in 1970
Me and PRSSA in 1974Me and PRSSA in 1974
SJSU College Grad in 1977SJSU College Grad in 1977
Me Today*Me Today*
*Wells Fargo 2009 Annual Report
WhatWhat’’s this personal stuff have to s this personal stuff have to do with my speechdo with my speech
You are a product of your education You are a product of your education
You are a product of your environmentYou are a product of your environment
You are the sum of your experiencesYou are the sum of your experiences
Carefully craft your experiences Carefully craft your experiences
Make the best of the opportunitiesMake the best of the opportunities
So Why am I here!So Why am I here!
To talk about surviving and thriving To talk about surviving and thriving in the PR businessin the PR business
Surviving and thriving in the PR Surviving and thriving in the PR businessbusiness
State of the PR Job Market State of the PR Job Market
How do you distinguish your selfHow do you distinguish your self
Characteristics and SkillsCharacteristics and Skills
Managing your online brandManaging your online brand
How best to approach a job searchHow best to approach a job search
QuestionsQuestions
State of the PR Job Market State of the PR Job Market
Still in the holeStill in the hole
Patience is a virtuePatience is a virtue
Starting to open upStarting to open up
Locals have the advantageLocals have the advantage
Social media an absoluteSocial media an absolute
How do you distinguish your selfHow do you distinguish your self
The resume, itThe resume, it’’s about accomplishmentss about accomplishments
Can you be found in cyberspace?Can you be found in cyberspace?
ItIt’’s the network s the network –– ““Got networkGot network””??
Portfolio (evidence in cyberspace)Portfolio (evidence in cyberspace)
Your brand!Your brand!
Characteristics of a PR ProCharacteristics of a PR ProAdept communicatorAdept communicatorGood writerGood writerDiplomaticDiplomaticGrace under pressureGrace under pressureJack of all tradesJack of all tradesPatientPatientPresentation skillsPresentation skillsShort learning curveShort learning curveTeam playerTeam playerTrend/Industry followerTrend/Industry followerUnderstanding of businessUnderstanding of business
PR Pro SkillsPR Pro SkillsHard SkillsHard Skills
Corporate financeCorporate financeEconomicsEconomicsMarketingMarketingMedia relationsMedia relationsPublic relationsPublic relationsStrategic planningStrategic planningStatisticsStatisticsWritingWriting
Soft SkillsSoft SkillsCredibility and integrityCredibility and integrityFlexibilityFlexibilityPersuasiveness Persuasiveness Articulate Articulate Analytical Analytical Team playerTeam playerOrganizedOrganizedObjectiveObjectiveDiplomaticDiplomaticSelling abilitySelling abilityThink strategicallyThink strategically
Managing your online brandManaging your online brand
Do you have brand?Do you have brand?Do you appear on Google?Do you appear on Google?Is your Facebook profile Is your Facebook profile ““propro””??Are your tweets instructive or destructive?Are your tweets instructive or destructive?Is your Linkedin Profile compellingIs your Linkedin Profile compellingTake ownership of your brandTake ownership of your brand
www.zoominfo.comwww.zoominfo.comwww.spoke.comwww.spoke.comwww.linkedin.comwww.linkedin.comwww.google.com/profilewww.google.com/profile , etc. , etc.
Well craft your contentWell craft your contentIf you blog, be passionateIf you blog, be passionateIf you tweet, be smart If you tweet, be smart
How best to approach a job searchHow best to approach a job search
Job search is a job, treat it that wayJob search is a job, treat it that wayUse the available resources: e.g. Use the available resources: e.g. http://prjobcoach.comhttp://prjobcoach.comHave a compelling resume and cover letterHave a compelling resume and cover letterCustomize the resume and letter to the specCustomize the resume and letter to the specBe found on GoogleBe found on GoogleNetwork like crazy, but donNetwork like crazy, but don’’t ask for a jobt ask for a jobPay it back and pay it forwardPay it back and pay it forwardPro bono Pro bono –– Just Do ItJust Do ItThank everyone, even if they donThank everyone, even if they don’’t merit gratitudet merit gratitude
Surviving and Thriving in the PR Surviving and Thriving in the PR BusinessBusiness
Questions?Questions?