Corporate or Non-Profit PR Career Pathways: What's

the Best Fit for You?

Kevin Petschow, BS ’81 Twitter: @KevinPetschow Linkedin: www.linkedin.com/in/kevinpetschow1234/

Steve Smith, BS ‘89, MS ’93 Twitter: @ssmithaahpmLinkedin: www.linkedin.com/pub/steve-smith/6/769/b89/

April 15, 2014

Our Talk

1. Introductions2. What We Have in Common3. Alternate Pathways4. Today5. Stepping Stones6. Corporate vs. Non-Profit PR7. Tomorrow8. 10 Tips9. 5 Points to Ponder10.Q&A

744402

From a text message

22333

Time to Text!

Text CODE here

Text RESPONSE here

What We Have in Common

Same Area of Study; Different Career Pathways

Today

Senior Manager, Corporate

Communications & Social Media

Corporate/Technology

Volunteer Leader

Executive Director & CEO

Non-Profit, AssociationManagement

Volunteer Leader

How Did We Get Here?

The Wonder Years (Kevin)

High School Dreamer High School Reality

The Wonder Years (Kevin)

College Dreamer College Reality

Stepping Stones (Kevin)

PR “Oscars:”(Ameritech,

3Com & Cisco)

Current Job:Cisco

(Sr. Mgr. Global PR)

2nd Job:PR &

Fundraising(LF Academy)

1st Job: Fundraising

& PR (ATΩ HQ &

LeaderShape)

3rd Job: Corporate

Comms (GTE)

MajorMass Comms

Minor: PR

Fraternity(PRO, ARO,

Athletics Chair)

Campus Jobs (SoC, Vidette,

WZND, Rec Ctr.)

Jobs: SVP-Telecom & Tech Practices(PR Agencies)

Working in Corp. Communications

• Act like a business pro and be a comms pro.• Forcing-function to communicate an

organization’s point of view.• Protector of a brand, name and reputation• Think global and act local mindset in a

dynamic, ever-changing, fast-paced environment.

• Solution solver that requires being calm, cool and collected.

• Variety of industries of all shapes and sizes.

The Wonder Years (Steve)

Stepping Stones (Steve)

3rd Job:Medical

Association (Marketing)

Current Job:Medical

Association (CEO)

Grad SchoolCom; Center

for Aging)

1st Job: ISU

(Admissions)

Internships (PR Agency;

Senior Health; Association)

PR MajorSociology

(Gerontology)Minor

Fraternity(PR officer; IFC LeaderShape)

Campus Jobs (Career Center, Student Affairs, Preview Guide)

2nd Job: Alzheimer’s Association

(Education, Com)

Working in Nonprofit PR

• Great place to intern, start career• Compelling missions, causes• Complex organization, unique comm. challenges• Passionate people• 10% of U.S. workforce; don’t forget associations!• Range of size, budgets & pay• Variety of organizations

o Charities (local, regional, national)o Universities and collegeso Hospitals and health agencieso Professional associations

• Leadership focused (volunteers, staff)

PR Skills We Both Use Every Day

• Communication!o Writteno Verbal o Organizationalo Visual

• Issue Identification• Relationship Building • Group Process; Team Leadership• Persuasive Public Speaking• Research & Evaluation• Event Planning & Oversight• Social Media & Technology• Strategic Thinking & Planning

Tomorrow

10 Tips for Success

1. Set Goals2. Get Involved; Be Active3. Build & Sustain Relationships4. Be a Leader5. Do Your Best & Impress

10 Tips for Success

6. Do Work That You Enjoy7. Seek Mentors; Coaches8. Volunteer; Give Back9. Keep Learning; Growing 10. Celebrate Success

Points to Ponder

Either write something worth reading or do something worth writing about.

- Benjamin Franklin

Points to Ponder

People do not buy goods and services.They buy relations, stories and magic.

- Seth Godin

Points to Ponder

I've failed over and over again in my life and that is why I succeed.

- Michael Jordan

Points to Ponder

People should use their talent. If you’re in public relations you can offer PR help to a charity. These organizations are always looking forpeople to volunteer or raise money. We can all do that.

- Will Schwalbe

Points to Ponder

PR and Communication professionals have the skills and competencies today’s organizations and businesseswant and need. Go forth and do great things!

- Kevin & Steve

Questions?

Did u see it? Retweet it?

ssmithaahpm @ssmithaahpmISU #Com178 students: 7 best ways 2 start your PR career http://www.ragan.com/Main/Articles/48127.aspx … - RT to be eligible for a prize during #COMWeek2014 lecture!

Enjoy the Journey!

Corporate or Non-Profit PR Career Pathways: What's

the Best Fit for You?

Kevin PetschowTwitter: @KevinPetschow Linkedin: www.linkedin.com/in/kevinpetschow1234/

Steve SmithTwitter: @ssmithaahpmLinkedin: www.linkedin.com/pub/steve-smith/6/769/b89/

T H A N K Y O U ! G O R E D B I R D S !