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 –Digital Technology: Friend Or Foe? Who Has All The Tools? –No one, but you are equipped for the future

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

Fragmentation and Media Broadcast, Cable, DBS, DVD, Tivo, Video Games, Mobile Phones, iPods, Streaming Networks –Weekly TV Usage in 2005 [51 Hours] v [46.5 Hours] –Time / Channel – 2005 [3.0 Hours] v [8.3 Hours] –“Big Three” [4.5 Hours] v. Basic/Pay Cable [5.2 Hours] –Weekly Net Usage in 2005 [13.3 hrs] v [9.4 hrs] Cable TV Inroads Have Been Significant –45% of TV Audience Ratings –Ad Revenue 2005 [$21.5 Billion] v 1980 [$70Million]

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

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

Still Wanna Work in this World?

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

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

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

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

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

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

Accomplishments Organized… Created… Established… Revamped… Developed… Initiated… Streamlined… Reduced…

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

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

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

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

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

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”

Congratulations Now go take over the World