Upcoming PRSSA Events:
- Monday, March 3, 2014: Clothing sale - email Leila to schedule drop off, sign up sheet will be going out soon to select time slots to volunteer
- Thursday, Feb. 27, 2014: Next PRSSA Meeting – shirts, member certificates, mentor/mentee pairing
Maureen Kasper – Senior Director Global Marketing Communications Cisco Systems
- Santa Clara University to study combined science, sophomore year took a journalism class and discovered she loved it
- Graduated as an English major with a writing emphasis
- Held a variety of communication positions – made herself a generalist
- Been with Cisco System for 19 years
Working in High Tech:
- Must have aspirations
- Do a lot of branding around spokes people
- Trying to sell ideas
- Be comfortable working in the grey area, not everything is black and white
- Biggest change: good communication used to be about getting your message out, today it is about instilling a topic in the marketplace and making sure it lives on (driving conversation)
- Cisco employees and spokespeople work together will three levels of communication: dedicated services, shared services and self-services
- Full circle of communication is key
Communication Disciplines and Roles (Job Characteristics):
- Analysts: often associated with a think-tank, leading edge thinker, influence marketplace by writing about it.
- Media: public relations is about creating a message for the media. You don’t control your outcome in public relations. The best PR is what doesn’t get written.
- Investors: have a data driven mind. Talk to Wall Street and shareholders. Must know the numbers and stick to the facts of the company/really know the business.
- Executive Communications: communicate through all levels of communication.
- Customer Communications: work very closely with customers and marketplace.
Molly Hitchings, the design and marketing intern for Novo Restaurant as well as Luna Red – email@example.com
- Leave adequate white space
- Only use 2-3 fonts
- Don’t list an objective or your high school
- Place important facts about you on top (achievements)
- List relevant work/internships then customer service jobs
- Use a splash of color but keep it simple
- Adding your own logo can help you stand out
- Keep format uniform among all mediums: webpage, cover letter, references and resume
- Sequence of contents
- Relevant titles at top
- Use effective titles and include duties
- Include achievements and leadership roles
- Proofread, proofread, proofread!
- Let another set of eyes look over it
- Update regularly
- Use a human voice
- Avoid any negative words
- No jargon or slang
- ASI cover letter example
- Make an outline with bullet points first
- Keep it short, to one page, three paragraphs
- Add something about the company
Our next meeting is Feb. 13th!
Whitney Diaz, Digital Brand Strategist from Verdin Marketing
- Personal Branding: the practice of people marketing themselves and their careers as brands. Brand = identity
- No. 1 rule is think before you act! What’s on social media stays there forever.
- Don’t post anything that you wouldn’t want your potential employer to see (including tagged photos)
- Avoid any comments that could be interpreted as racist, sexist, or discriminatory in any way (even if you’re joking…. there is no sarcasm font)
- Look at your timeline. Is this really how you want to identify yourself?
- Develop a brand strategy. Start from the inside out. What are your personal core values? What are your passions? What are your goals? Combine these with personal strengths.
- Find your voice, and be consistent. Create a blog and start writing. Create content and curate content.
- Be authentic, but not ridiculous. Dare to do something different.
- Use your real name. (YourName@gmail.com)
- Keep your integrity. Be genuinely interested in other peoples’ opinions.
- Facebook: 1) Create a branded timeline. (Cover photo, profile pictures, milestones, etc.) 2) Get a vanity URL (www.facebook.com/NameHere) 3) Separate your friends into lists. 4) Set your privacy settings (embrace lists) 5) Fill out your profile 6) Update your status regularly with a good mix of content
- Twitter: 1) Read content in links before you retweet 2) Don’t use sarcasm (there’s no way of knowing what’s sarcastic or not, there’s no sarcasm font) 3) Keep your language professional, and don’t be rude or overreact 4) Use relevant hashtags to join conversations (don’t just talk AT people, talk with people) 5) Have a relevant Twitter handle, and share rich content (photos, videos)
- You are what you tweet, context is everything, be careful when going for shock value.
- Linkedin: LinkedIn has more than 259 million members, professionals are signing up for LinkedIn at a rate of more than 2 members per second, college students are the fastest growing demographic on LinkedIn
- 10 Most Overused Buzzed Word in 2013: Responsible, Strategic, Creative, Effective, Patient, Expert, Organizational, Driven, Innovative, Analytical
- Write a professional headline, include a professional, face-forward headshot, create a custom public, profile URL, write a professional summary that also showcases your personality and writing skills, add sections such as honors, projects, and volunteer experience
- Fill in your experience as you would professional resume, write two or three sentences with visual enhancements (include presentations, website links, etc)
- Highlight skills and areas of expertise that your LinkedIn connections can endorse later on.
- Adjust your profile and privacy settings.
- Be active, share updates, accomplishments
Guest Speaker: Megan Maloney – Senior Marketing Director for Dignity Health
- Meeting Two was held on Oct. 3th, 2013 from 11-12pm in building 26, room 106.
- President – Leila Durmez
- Presentations: What is the Cal Poly PRSSA followed by introductions by the 2013 Executive Board.
The 2013 WOW Club Showcase
- Cal Poly PRSSA plans this year
- Staying connected with the Cal Poly PRSSA
Leila Durmaz, Cal Poly PRSSA President (right), showing off her love for public relations with a showcase participant.
2013 WOW Club Showcase
The Cal Poly PRSSA caught the eyes of the incoming fall 2013 freshman class at the Week of Welcome (WOW) Club Showcase on Sunday, September 22, 2013. Creating a buzz with our comedic side, we were able to share our passion for the field of public relations and express the importance of the club to those inside and out of the journalism department.
“PRSSA helps you enhance your education, broaden your network and launch your career in public relations,” explains the National PRSSA website.
Cal Poly PRSSA executive board members ready to share their favorite aspects of the club with new students. From left to right: Emily Branson, Taylor Clarke, Kelly Trom and Kaitlyn Henry.
Future Cal Poly PRSSA Events
The Cal Poly PRSSA chapter is excited to gain a wide variety of new members as a result from the WOW Club Showcase. Headed by Leila Durmaz, 2013-2014 Cal Poly PRSSA President, the chapter has something for everyone planned this year, including:
Alumni guest speakers first hand accounts of how public relations has played a role in their careers.
- Workshops including: perfecting your resume and interview skills, branding yourself, and communication in the workplace.
- Presentations from speakers in multiple industries including: public relations, technology and government.
- Annual Christmas tour of Heart Castle.
To keep up-to-date with the Cal Poly PRSSA and receive helpful public relations tips be sure like us on Facebook and follow us Twitter! Cal Poly PRSSA meetings with be held bi-monthly in Building 26 (the Graphic Arts building) in room 106 from 11:00am-12:00pm starting Thursday, October 3, 2013.
2013-2014 Cal Poly PRSSA Board Members. From left to right: Emma Patterson, Digital Media Director, Emily Branson, Vice President, Kelly Trom, Communications Director, Kaitlyn Henry, Finance Director, Leila Durmaz, President, and Taylor Clarke, Outreach Director.
Guest Speaker: Shannon Downing, Marketing Manager at Sierra Vista Hospital
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- Shannon graduated Cal Poly with a degree in Journalism.
- She helped start Cal Poly’s PRSSA chapter.
- Shannon is currently the Marketing Manager at Sierra Vista Hospital.
- Her responsibilities:
- Community outreach and event planning
- Website and social media
- Manages the Sierra Vista Hospital and the Birth Center Facebook page
- Posting interesting articles is not as effective when reaching audiences on Facebook; people like a human touch, so posting pictures of the staff or activities at the hospital is more effective.
- Internal communication
- Writing skills are key!
- External Communication and Media Relations
- Flyers, posters, community outreach
- Make sure to build relationships with reporters
- Challenges with health care marketing
- Reaching younger audiences
- It is important to understand who is your customer. This can be tricky in health care marketing because this includes both the patients and physicians.
- Developing relationships with other companies
- Small budget
- 700 employees at Sierra Vista Hospital
- It can be difficult to keep control of the message and the brand with so many employees.
- Shannon keeps the directors of each department informed. The directors then talk to their departments to make sure that everyone is on the same page.
- Campaign examples
- Emergency room campaign
- “In Quicker” app.
- Exclusive service that allows patients to make an appointment in the emergency room so they don’t have to spend time in the waiting room
- Safe drinking campaign
- Worked with the Greek council to start the “Safe Zone” in emergency rooms in SLO
- Emergency room campaign
- Summer internship Opportunity
- Must be an upperclassman
- Flexible hours
- Must be a good writer
- Will be updating Facebook posts, developing website content, and writing press releases
- Will work directly with Shannon
- Email Shannon your resume at firstname.lastname@example.org
Guest speaker: Jayne Scuncio, Senior Associate at Eastwick
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- Eastwick is an independent company.
- Eastwick works with companies in all phases of their business.
- Eastwick works with a lot of startup companies.
- Interns at Eastwick essentially manage the team and deadlines, write agendas, and know everything that is going on with your account.
- Roles and responsibilities of an intern:
- Manage team members
- Work with clients
- Drive programs
- Pitch to media
- Run social media
- Organize professional development
- Eastwick interns are:
- Highly motivated
- Don’t be afraid to intern right out of college – a lot of times this leads to getting hired.
- General majors and skills of Eastwick interns:
- Public Relations
- Interest in tech
- Leadership skills
- Awareness (readers)
- Social Media prowess
- Know how to tie together the components of a PR plan (goal, objectives, tasks, results, etc.)
- Tech vs. Non-profit PR
- Both require you to know the industry
- Similar struggles (small budgets)
- Passionate advocates
- Personal connections are key
- Think like you’re 10; act like you’re 30!
- Tech is different:
- Learning curve
- Thinking broadly about what you’re selling
- Long term goals are different
- Positioning against competition
- Trend driven product news
- Reporters are online
- Working with industry analysts
- Measuring success
- Comparing your client to others
- Use your tools!