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?