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The Future (and Your Future) in Strategic Communications

The Future (and Your Future) in Strategic Communications . Fragmented Future. Digital Technology Puts Power In The Consumer’s Hands And Out Of The Suppliers’ Hands. Old Models Are Under Siege Linear Programming Mass Market Advertising Innovation Creates Uncertainty

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The Future (and Your Future) in Strategic Communications

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  1. The Future (and Your Future) in Strategic Communications

  2. Fragmented Future • Digital Technology Puts Power In The Consumer’s 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

  3. 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

  4. 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]

  5. 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

  6. 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

  7. Still Wanna Work in this World?

  8. 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

  9. 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

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

  11. Your Resume • Your Advertisement • Don’t 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

  12. 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

  13. Dos and Don’ts • Be concise • Only relevant background • Focus on accomplishments • Avoid being cheeky or cute • Bullet point, not prose • Don’t mention any negatives

  14. Accomplishments • Organized… • Created… • Established… • Revamped… • Developed… • Initiated… • Streamlined… • Reduced…

  15. Cover Letter • Direct - Why are you writing? • Don’t 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

  16. 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

  17. 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

  18. 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

  19. Intangibles • Dress - Wardrobe • Ordering Meals and Drinks • Humor - Casual Conversation • Asking questions • Don’t ask trite questions • Have a purpose to the question - you are not trying to stump them

  20. Falling Short • Don’t inspire confidence • Nervous or unprepared • Don’t have direction • Clear this is only a stepping stone • Don’t seem to fit with culture • Ok to recognize a misfit • Don’t create a winning impression • “Can’t let this one get away”

  21. Congratulations Now go take over the World

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