The Future and Your Future in Strategic Communications

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The Future (and Your Future) in Strategic
Communications
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Fragmented Future

• Digital Technology Puts Power In The Consumers
  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

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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

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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

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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

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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

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Still Wanna Work in this World?
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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

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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

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Mining Your Connections

• Defining Your Primary Contacts
• Family and Friends
• Defining Your Secondary Contacts
• Employers, Colleagues, Professors, Alumni, Ad
  Club, Business Groups

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Your Resume

• Your Advertisement
• Dont 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

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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

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Dos and Donts

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

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Accomplishments

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

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Cover Letter

• Direct - Why are you writing?
• Dont 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

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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

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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

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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

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Intangibles

• Dress - Wardrobe
• Ordering Meals and Drinks
• Humor - Casual Conversation
• Asking questions
• Dont ask trite questions
• Have a purpose to the question - you are not
  trying to stump them

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Falling Short

• Dont inspire confidence
• Nervous or unprepared
• Dont have direction
• Clear this is only a stepping stone
• Dont seem to fit with culture
• Ok to recognize a misfit
• Dont create a winning impression
• Cant let this one get away

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Congratulations Now go take over the World