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Waynesburg University PR Week Keynote

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Waynesburg University PR Week Keynote Presentation

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Waynesburg University PR Week Keynote

  1. 1. Pittsburgh PRoud Steve Radick, SVP, Senior Director BCW Global
  2. 2. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 2 BCW At A Glance The world’s only agency created to deliver integrated solutions across all sectors on a global scale. Combines Cohn & Wolfe’s expertise in digitally-driven creative, content and earned engagement … with Burson-Marsteller’s strength in public affairs, corporate and crisis communications, research and analytics. Network of more than 4,000 employees, across 42 countries worldwide. Uniquely suited to meet brands’ complex communications needs.
  3. 3. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 3 Atlanta Austin Boston Chicago Dallas Los Angeles Memphis Miami New York Pittsburgh San Francisco Washington DC NORTH AMERICA Bogota Brasilia Buenos Aires Lima Medellin Mexico City Montevideo Rio de Janeiro San Juan Santiago Sao Paulo LATIN AMERICA Amsterdam Barcelona Berlin Berne Brussels Copenhagen Frankfurt Geneva Hamburg Helsinki Istanbul Lausanne London Madrid Milan Munich Oslo Paris Rome Stockholm The Hague Zurich EUROPE Abu Dhabi Amman Cairo Doha Dubai Jeddah Johannesburg Kuwait City Manama Muscat Nairobi Riyadh MIDDLE EAST + AFRICA ASIA PACIFIC Bangalore Beijing Chengdu Chennai Delhi Guangzhou Hong Kong Jakarta Kolkata Kuala Lumpur Mumbai Seoul Shanghai Shenzhen Singapore Sydney Tokyo 78 offices 40 countries 4K people Connected Global Network. Deep Local Insights & Relationships.
  4. 4. From Pittsburgh to…Pittsburgh
  5. 5. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 5
  6. 6. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 6 6
  7. 7. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 7 7
  8. 8. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 8 8 I came back because I want to make an impact. Here. Now.
  9. 9. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 9 9 Pittsburgh is more than this
  10. 10. It’s a tough time to be a PR pro
  11. 11. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 11
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  16. 16. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 16
  17. 17. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 17 PR and Marketing is changing the world
  18. 18. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 18 18 There’s no shortage of excitement for this city right now
  19. 19. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 19 19 But this city doesn’t have the sexiest reputation in the industry
  20. 20. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 20 There’s more to public relations than this
  21. 21. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 21 PR and Marketing are converging In just one year, the number of agency and in-house pros who believe PR will become more integrated with marketing in the next 5 years has almost doubled. Source: 2018 Global Communications Report, USC Annenberg School for Communication and Journalism 100%
  22. 22. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 22 Lines are blurring 87% of professionals say that the term “Public Relations” will not describe the work they will do in five years Source: 2017 Global Communications Report, USC Annenberg Source: PRWeek / Boston University Communications Bellwether Survey
  23. 23. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 23 1. The big are getting bigger and the small are getting smaller 2. More in-house agencies 3. More jobs in data measurement and digital content
  24. 24. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 24 What does all this mean for you? 24 1. Cross-train - learn business, marketing, analytics – and expand your knowledge base 2. Get creative in your job searches – you should be looking at PR, marketing, communications, public affairs, consultants, agency, in-house, big, small, etc.
  25. 25. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 25 You are so much more than this 25 • You’re proficient in Microsoft Office • You were a waitress/receptionist/office manager/assistant • You did your internship at a local small business or for a family member/friend • You’ve drafted press releases • You’ve got a 3.0 GPA
  26. 26. Who am I? Who are you? What’s our role? What should I do?
  27. 27. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 27 27 “There is a gap between an old world of public relations and a new one that must be addressed because jobs that were more about media relations are now taking on a role of content creation and content marketing, which is more difficult to do.” - Christopher Graves, Global Chairman of Ogilvy PR http://www.nytimes.com/2014/10/22/business/media/pr-groups-soul-searching-leads-to-shifts-in-strategy-.html?src=recg
  28. 28. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 28 28 Blog posts Facebook Twitter Articles YouTube Instagram GIFs Podcasts Videos Side hustles You can do all of this. Right now.
  29. 29. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 29 29 “The PR business is in need of disruptive change and none of this generation are even willing to try.” - Rick Rice…in 2012 http://rtrviews.com/ http://dannybrown.me/2012/10/18/a-lack-of-real-vision-is-stalling-the-pr-industry/
  30. 30. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 30 30 Stop trying to fit in. Stand out.
  31. 31. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 31 31 Step outside your comfort zone
  32. 32. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 32 • Implemented organization’s first thought leadership program where I interviewed senior executives that became blog posts, white papers, and social media posts, resulting in a 456% increase in web traffic and a 45% increase in new leads. • To drive awareness of our new sustainability initiative, I built relationships with the local energy reporters, resulting in three local stories that I then used to pitch Fast Company. This resulted in an executive profile in the June 2018 issue. • Wrote and copyedited news releases, blog posts, brochures and white papers • Assisted in researching and contributed ideas for public relations campaigns • Used Cision to create media lists • Wrote social media posts (Facebook, Twitter, Pinterest) for various clients 32 The why and the how > the what >
  33. 33. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 33 33 This is what you’re showing me
  34. 34. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 34 34 This is who you are
  35. 35. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 35 35 This is not a valid strategy
  36. 36. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 36 36 Know what you’re looking for
  37. 37. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 37 37 Know the people who can help you get it
  38. 38. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 38 38 Get excited
  39. 39. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 39 But maybe some of you already have a job
  40. 40. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 40 40 Manage up
  41. 41. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 41 How often are you saying? 41 • "How am I doing? How did I do?" • "Don't worry about it – I got it." • "I just read/watched/heard…and it got me thinking that…" • "You know how we've been doing X? Why do we do it that way?" • "I don't think that's the best way to do that. How about we do it this way instead?" • "Here's what I'd recommend and why.“ • "Here's what I learned and how I'll do it better next time." • "You gotta see/read/listen to this – I know you'll love this." • "Do you know who I can talk with to understand this better?" • "What can I do to help?
  42. 42. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 42 42 We need each other
  43. 43. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 43 43 We have enough of us. We need: Your creativity Your ambition Your diversity Your passion
  44. 44. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 44 PRSA Pittsburgh is one of the largest chapters within the East Central District, with a network of more than 200 PR professionals. The PRSA Pittsburgh Mission To create, educate, and empower a diverse community of communications professionals who value role that public relations plays in their careers, their organizations, and the region. Our Value Proposition PRSA Pittsburgh believes public relations serves an increasingly vital role in the leadership, business, marketing, and communications functions of all organizations, and we aim to provide our members the tools, support, education, and networking to play this role in their respective organizations.
  45. 45. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 45
  46. 46. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 46 Thank you Steve Radick • SVP, Senior Director • www.steveradick.com • www.twitter.com/sradick • https://www.bcw-global.com/ 46

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