The Future (and Your Future) in Strategic Communications

Fragmented Future

• Digital Technology Puts Power In The Consumer’s Hands– And Out Of The Suppliers’ Hands.

• Old Models Are Under Siege– Linear Programming– Mass Market Advertising

• Innovation Creates Uncertainty – Digital Technology: Friend Or Foe?

• Who Has All The Tools?– No one, but you are equipped for the future

Evolutionary , Not Revolutionary

• Old Models Evolve, But Not Overnight– Broadcast Networks Still Survive– Broadband Is Where TV Was In 1962

• There Is Opportunity As Well As Risk– Retransmission Payments For Broadcasters– Digitization Lowers Per Channel/Program Cost– Print and Digital Media Partnerships

• Agencies Even More Important

Fragmentation and Media

• Broadcast, Cable, DBS, DVD, Tivo, Video Games, Mobile Phones, iPods, Streaming Networks– Weekly TV Usage in 2005 [51 Hours] v. 1980 [46.5 Hours]– Time / Channel – 2005 [3.0 Hours] v. 1980 [8.3 Hours]– “Big Three” [4.5 Hours] v. Basic/Pay Cable [5.2 Hours]– Weekly Net Usage in 2005 [13.3 hrs] v. 2000 [9.4 hrs]

• Cable TV Inroads Have Been Significant– 45% of TV Audience Ratings– Ad Revenue 2005 [$21.5 Billion] v 1980 [$70Million]

Fragmentation and Brands

• Fractionalization Makes Strong Brands That Much More Important– Brand as a purchase filter– Icons to navigate the online world

• We keep going back to same old brands

Fragmentation and Agencies

• Do much more than traditional media – 50% of revenue derived from newer media– Client rely more on agency to navigate channels– Fee-based compensation structure means more dollars

to the agencies

• “Mar-comm” companies well positioned– Companies navigating fast-growing media channels

(e.g. interactive and direct) have seen above-average growth on last five years

Still Wanna Work in this World?

Stages in the Process

• Define your Objectives• Differentiate Yourself• Do Your Homework• Contacting Potential Employers• Interviewing and Follow Through• Pick the Job for the Long Term

Generating Leads

• Many Routes to the Job– The Strength of Weak Ties

• Find the Decision Makers– Constant, Ongoing Process

• Informational Interviewing– Creating an advocate inside

• Network, network, network

Mining Your Connections

• Defining Your Primary Contacts– Family and Friends

• Defining Your Secondary Contacts– Employers, Colleagues, Professors, Alumni,

Ad Club, Business Groups

Your Resume

• Your Advertisement– Don’t Tell Your Whole Life Story– Highlight Differentiating Characteristics– Goal is to Foster Interest, Desire, Trial

• Must be Perfect - No Typos• Must be on One Page

Content and Features

• State an Achievable Career Goal– “Seek an Entry Level Position as a _______

Leading to a Career in ________”

• Detail Your Work Accomplishments– Focus on Your Contributions/Changes

• Education with Emphasis and GPA– Relevant Courses and Skills

• Personal Info - Interests, Languages

Dos and Don’ts

• Be concise• Only relevant background• Focus on accomplishments• Avoid being cheeky or cute• Bullet point, not prose• Don’t mention any negatives

Accomplishments

• Organized…• Created…• Established…• Revamped…• Developed…• Initiated…• Streamlined…• Reduced…

Cover Letter

• Direct - Why are you writing?• Don’t oversell or undersell• Focus on three questions

– Why them?– Why you?– What next

• Get the name, title, and company name correct or you are dead

Interviewing

• Must prepare with background – Homework - Annual reports, Web– Practice - Mirror, Video

• Personal selling of yourself• You are interviewing them as well• Emphasize differences - uniqueness

Fielding Questions

• Questions range widely– Your background, traits, and personality– Your knowledge and interest in the field– Your passion for their agency – Your ability to think on your feet– Your fit with the culture

• Have five things you want to stress• Have a pen and paper - buy time

Basic reminders

• Look and feel your best– Be rested and No drinks

• Get there on time– Deadlines matter - this is your first

• Be polite, even when casual– Manners during meals

• Be observant and enthusiastic– Turn it into a conversation

Intangibles

• Dress - Wardrobe• Ordering Meals and Drinks• Humor - Casual Conversation• Asking questions

– Don’t ask trite questions– Have a purpose to the question - you are

not trying to stump them

Falling Short

• Don’t inspire confidence– Nervous or unprepared

• Don’t have direction– Clear this is only a stepping stone

• Don’t seem to fit with culture– Ok to recognize a misfit

• Don’t create a winning impression– “Can’t let this one get away”

Congratulations

Now go take over the World