Presentation by Gerard F. Corbett, the PRJobCoach @ http://prjobcoach.com to the PRSSA Survivor’s Guide to Public Relations Conference @ SJSU on 3/18/2010

1. Surviving & Thriving in PR
The Survivor’s Guide to Public Relations
PRSSA Regional Activity @ San Jose State University
March 18-19, 2010
Gerry Corbett
Founder and CEO
Redphlag LLC
The PRJobCoach

2. Vital Stats
1950 - Launched
1962 - First job – paper boy
1970 - First job out of college – engineering @ NASA
1970 – First used the Internet (Darpanet)
1974 - District Director PRSSA
1977 - B.A. PR – SJSU, joined PRSA
1979 - First PR job – CDB PR Agency
1989 – First email address - Compuserve
1995 - Built First Web Site (Hitachi Global Portal)
1998 - Acquired www.corbett.org domain
2008 - Formed Redphlag LLC - CEO Redphlag LLC
2009 - Started blogging as PRJobCoach
2010 - Secretary, Exec. Committee PRSA

3. Vital Stats
2 - Children (21 and 4)
7 - Siblings
52 - Relatives
10 - Companies worked for
19 - CEO’s worked for
825 - Facebook Friends
1,926 - Linkedin Connections
4,519 - Twitter Followers
7,904 – Plaxo Contacts

4. Me in 1950

5. Me in 1960

6. High School Grad 1968

7. First Job in 1970

8. Me and PRSSA in 1974

9. SJSU College Grad in 1977

10. Me Today*
*Wells Fargo 2009 Annual Report

11. What’s this personal stuff have to
do with my speech
You are a product of your education
You are a product of your environment
You are the sum of your experiences
Carefully craft your experiences
Make the best of the opportunities

12. So Why am I here!

13. To talk about surviving and thriving
in the PR business

14. Surviving and thriving in the PR
business
State of the PR Job Market
How do you distinguish your self
Characteristics and Skills
Managing your online brand
How best to approach a job search
Questions

15. State of the PR Job Market
Still in the hole
Patience is a virtue
Starting to open up
Locals have the advantage
Social media an absolute

16. How do you distinguish your self
The resume, it’s about accomplishments
Can you be found in cyberspace?
It’s the network – “Got network”?
Portfolio (evidence in cyberspace)
Your brand!

17. Characteristics of a PR Pro
Adept communicator
Good writer
Diplomatic
Grace under pressure
Jack of all trades
Patient
Presentation skills
Short learning curve
Team player
Trend/Industry follower
Understanding of business

18. PR Pro Skills
Hard Skills Soft Skills
Corporate finance Credibility and integrity
Economics Flexibility
Persuasiveness
Marketing
Articulate
Media relations Analytical
Public relations Team player
Strategic planning Organized
Statistics Objective
Writing Diplomatic
Selling ability
Think strategically

19. Managing your online brand
Do you have brand?
Do you appear on Google?
Is your Facebook profile “pro”?
Are your tweets instructive or destructive?
Is your Linkedin Profile compelling
Take ownership of your brand
www.zoominfo.com
www.spoke.com
www.linkedin.com
www.google.com/profile , etc.
Well craft your content
If you blog, be passionate
If you tweet, be smart

20. How best to approach a job search
Job search is a job, treat it that way
Use the available resources: e.g. http://prjobcoach.com
Have a compelling resume and cover letter
Customize the resume and letter to the spec
Be found on Google
Network like crazy, but don’t ask for a job
Pay it back and pay it forward
Pro bono – Just Do It
Thank everyone, even if they don’t merit gratitude

21. Surviving and Thriving in the PR
Business
Questions?