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January/February 2011

Volume Four

K^`bhgZe:\mbobmr

;rDZbmb^Kb^l                  Change  was  a  popular  word  on  Friday,   &Ğď͘ϭϭ͕ĂƚƚŚĞWZ^^ZĞŐŝŽŶĂůĐƟǀŝƚLJĂƚ DePaul  University.    Rick  Murray,  president   ŽĨĚĞůŵĂŶŚŝĐĂŐŽ͕ƉƌĞƐĞŶƚĞĚƚŚĞŬĞLJŶŽƚĞ ƐƉĞĞĐŚ͕͞dŚĞLJŶĂŵŝĐǀŽůƵƟŽŶŽĨWƵďůŝĐ ZĞůĂƟŽŶƐ͗&ƌŽŵƌƚƚŽ^ĐŝĞŶĐĞ͘͟tŚŝůĞƚŚĞ

ŚŽǁƉƵďůŝĐƌĞůĂƟŽŶƐŝƐĂůǁĂLJƐĐŚĂŶŐŝŶŐ͘ YƵŽƟŶŐĨŽƵŶĚĞƌZŝĐŚĂƌĚĚĞůŵĂŶ͕DƵƌƌĂLJ said, “Clients  don’t  pay  us  to  win.  They  pay   ƵƐƚŽƚƌLJ͘͟ ƐƚŚĞ͞WŝƚĐŚĂŶĚWƌĂLJ͟ŵĞƚŚŽĚŝƐ ďĞĐŽŵŝŶŐĞdžƟŶĐƚ͕DƵƌƌĂLJĞǀĂůƵĂƚĞĚŚŽǁ ƉƵďůŝĐƌĞůĂƟŽŶƐĐĂŶ compete  in  the  digital   world.  By  keeping  up   with  social  media  tools   and  advanced  methods   for  reaching  target  au-­‐ ĚŝĞŶĐĞƐ͕ĚĞůŵĂŶŚĂƐ grown  27  percent  since   last  year.  More  than   60  employees  work  in   the  digital  department   and  more  than  560  are   digitally  savvy.   ǀĞŶŝŶƚŚŝƐ ĞĐŽŶŽŵLJ͕ĚĞůŵĂŶŚĂƐ hired  151  people  since   July  and  has  40  posi-­‐ /^hWZ^^ŵĞŵďĞƌƐĂƚƚŚĞƌĞŐŝŽŶĂůĂĐƟǀŝƚLJ theme  of  change  was  evident  in  the  discus-­‐ ƟŽŶƐĐƵƌƌĞŶƚůLJĂǀĂŝůĂďůĞ͘tŚŝůĞDƵƌƌĂLJ͛Ɛ ƐŝŽŶ͕ŽŶĞƋƵŽƚĞŝŶƉĂƌƟĐƵůĂƌŚŝŐŚůŝŐŚƚĞĚ keynote  address  was  both  inspiring  and  

FrLnff^k:`^g\r>qi^kb^g\^ ;rDre^Fnl`kZo^                  Spring  semester  is  fully  underway.   Midterm  exams  are  looming  over  our  heads,   and  we  are  all  up  to  our  ears  in  work;  how-­‐ ĞǀĞƌ͕ĂůůƉƵďůŝĐƌĞůĂƟŽŶƐŵĂũŽƌƐĂƌĞĨŽĐƵƐĞĚ on  something  other  than  school—work.     Finding  the  right  internship  can  be  a  full   ƟŵĞũŽďŝŶĂŶĚŽĨŝƚƐĞůĨ͘ /ŬŶŽǁǁŚĞŶ/ǁĞŶƚŽŶŵLJĮƌƐƚĂŐĞŶĐLJ tour  last  year  I  wanted  nothing  more  than   ƚŽĮŶĚĂŶŝŶƚĞƌŶƐŚŝƉĂƚĂƉƵďůŝĐƌĞůĂƟŽŶƐ agency.  Last  summer,  I  was  lucky  enough  to   land  an  internship  at  an  agency  in  my  home-­‐ ƚŽǁŶŽĨ^ĐŽƩƐĚĂůĞ͕ƌŝnj͘                    Many  students  are  searching  for  agen-­‐ ĐLJŽƉƉŽƌƚƵŶŝƟĞƐĨŽƌƚŚŝƐƵƉĐŽŵŝŶŐƐƵŵŵĞƌ͕ but  some  might  not  know  what  to  expect   ǁŚŝůĞǁŽƌŬŝŶŐĂƚĂŶĂŐĞŶĐLJ͘^ƚƌŽŶŐǁƌŝƟŶŐ ƐŬŝůůƐ͕ŵƵůƟƚĂƐŬŝŶŐƐŬŝůůƐĂŶĚƚŚĞĂďŝůŝƚLJƚŽ

ǁŽƌŬƵŶĚĞƌƉƌĞƐƐƵƌĞĂƌĞĂůǁĂLJƐŵĞŶƟŽŶĞĚ͘ tŚĂƚĂƌĞƚŚĞŝŵƉůŝĐĂƟŽŶƐŽĨƚŚĞƐĞĂďŝůŝƟĞ-­‐ ƐŝŶĂǁŽƌŬƐĞƫŶŐ͍                  While  at  an  agency  you  must  be   ĂďůĞƚŽŚĂŶĚůĞŵƵůƟƉůĞƚĂƐŬƐĂŶĚŵƵůƟƉůĞ clients  simultaneously.  Numerous  occasions   occurred  when  I  was  asked  to  do  three  or  

“Having ‘thick skin’ is one of the most important traits you can have while working at an agency.” ĨŽƵƌƚĂƐŬƐĂƚŽŶĐĞ͘zŽƵŵƵƐƚĮŶĚĂǁĂLJƚŽ ŵĂŶĂŐĞƚŚĞƐĞƉƌŽũĞĐƚƐĂĐĐŽƌĚŝŶŐůLJ͘džƉĞĐƚ ƚŽďĞƉƵůůĞĚŝŶŶƵŵĞƌŽƵƐĚŝƌĞĐƟŽŶƐƐŝŵƵů-­‐ taneously and  expect  to  have  some  growing   pains  along  the  way. Agency,IZ`^,

ŝŶĨŽƌŵĂƟǀĞ͕ŽƚŚĞƌƐĞŵŝŶĂƌƐǁĞƌĞĞƋƵĂůůLJ ƵƐĞĨƵůƚŽWZ^^ŵĞŵďĞƌƐ͘ ͞ĞĂůŝŶŐǁŝƚŚĞůĞďƌŝƟĞƐŝŶƚŚĞEĞǁ ŐĞŽĨWZ͕͟ƉƌĞƐĞŶƚĞĚďLJdĂŶLJĂ^ŚĂLJĞ ^ŝůǀĞƌƐƚĞŝŶ͕ǀŝĐĞƉƌĞƐŝĚĞŶƚŽĨŶƚĞƌƚĂŝŶŵĞŶƚ Partnerships, was  another  session  that  was   ŝŶƐƉŝƌĂƟŽŶĂůĂŶĚŝŶƚĞƌĞƐƟŶŐ͘^ŝůǀĞƌƐƚĞŝŶ͛Ɛ ũŽďĐŽŶƐŝƐƚƐŽĨǁŽƌŬŝŶŐǁŝƚŚĐŽŵƉĂŶŝĞƐƚŽ ĮŶĚĐĞůĞďƌŝƚLJƐƉŽŬĞƐƉĞŽƉůĞĨŽƌĞŶĚŽƌƐĞ-­‐ ŵĞŶƚƐ͘,ĞƌǁŽƌŬǁŝƚŚ>ĂƟƐƐĞ͕ĂƉƌŽĚƵĐƚ ĨŽƌĞLJĞůĂƐŚŐƌŽǁƚŚ͕ǁĂƐĞŶƟƌĞůLJĞdžĞĐƵƚĞĚ through  social  media  and  had  great  success.   >ĂƟƐƐĞƉĂƌƚŶĞƌĞĚǁŝƚŚƚŚĞDĂŬĞͲͲtŝƐŚ ĨŽƵŶĚĂƟŽŶĂŶĚĨĞĂƚƵƌĞĚƚŚĞŝĚĞĂŽĨŵĂŬŝŶŐ a  wish  when  an  eyelash  falls  out.  Through   ƚŚĞŝƌĞīŽƌƚƐ͕ƚŚĞLJƌĂŝƐĞĚŽǀĞƌΨϭŵŝůůŝŽŶ͘ dŽƉƵďůŝĐŝnjĞƚŚĞŝƌƉƌŽĚƵĐƚ͕>ĂƟƐƐĞƌĂŶ a  campaign  where  three  spokespeople  held   dǁŝƩĞƌĂĐĐŽƵŶƚƐĐŽŶƚĂŝŶŝŶŐůŝŶŬƐĨŽƌĚŽŶŽƌƐ ƚŽƉůĞĚŐĞΨϮϬƚŽǁĂƌĚDĂŬĞͲͲtŝƐŚ͘tŚĞŶ ƚŚĞƐĞΨϮϬĚŽŶĂƟŽŶƐǁĞƌĞŵĂĚĞ͕>ĂƟƐƐĞ matched  and  then  doubled  them.  The  do-­‐ ŶŽƌĂůƐŽƌĞĐĞŝǀĞĚĂĨƌĞĞŵŽŶƚŚŽĨ>ĂƟƐƐĞ͘ Regional,IZ`^,

A look inside: Groupon Advertisements Spark Debate

2

A Senior Perspective

2

Pitching Workshop

3

Member of the Month

4

Letter from the E-Board

4

Upcoming Events

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PRemier

Volume Four

Groupon Advertisements Spark Debate ;r=^bk]k^H;kb^g

                 If  you  watched  the  Super  Bowl  this   year,  you  probably  saw  a  Groupon  adver-­‐ ƟƐĞŵĞŶƚƚŚĂƚĐĂƵƐĞĚƋƵŝƚĞĂƐƟƌ͘dŚĞĂĚ ĨĞĂƚƵƌĞĚĂĐƚŽƌdŝŵŽƚŚLJ,ƵƩŽŶ͕ƐƉĞĂŬŝŶŐ ƐĂĚůLJĂƚĮƌƐƚŽĨdŝďĞƚĂŶƐƚƌƵŐŐůĞƐĂŶĚŚĂƌĚ-­‐ ships  as  images  of  the  Himalayan  mountain   range  pass  by  in  the  background.  Suddenly,   viewers  were  transported  to  the  inside  of   dŝďĞƚĂŶƌĞƐƚĂƵƌĂŶƚŝŶŚŝĐĂŐŽ͕ǁŚĞƌĞ,ƵƩŽŶ ƐŝƚƐ͕ĞŶũŽLJŝŶŐĂĮŶĞŵĞĂů͕ĂŶĚƉƌŽĐůĂŝŵƐ͕ ͞ƵƚƚŚĞLJƐƟůůǁŚŝƉƵƉĂŶĂŵĂnjŝŶŐĮƐŚ ĐƵƌƌLJ͊͟,ƵƩŽŶƚŚĞŶŐŽĞƐŽŶƚŽĞdžƉůĂŝŶ how  Groupon  saved  him  50  percent  on  his   Tibetan  meal.                      Groupon  also  used  similar  humor  in   ĐŽŵŵĞƌĐŝĂůƐƌĞŐĂƌĚŝŶŐƚŚĞĚĞĨŽƌĞƐƚĂƟŽŶ ŽĨƌĂŝŶĨŽƌĞƐƚƐĂŶĚƚŚĞƉŽƚĞŶƟĂůĞdžƟŶĐƟŽŶ ŽĨĂƉĂƌƟĐƵůĂƌƐƉĞĐŝĞƐŽĨǁŚĂůĞƐ͘DĂŶLJ viewers  considered  the  humor  in  Groupon’s   ƐĞƌŝĞƐŽĨĂĚǀĞƌƟƐĞŵĞŶƚƐƚŽďĞĚŝƐƚĂƐƚĞĨƵů͕ and  to  some  extent,  I  agree.  I  admit  that  I   ĐŚƵĐŬůĞĚǁŚĞŶ/ĮƌƐƚŚĞĂƌĚƚŚĞ͞ĮƐŚĐƵƌƌLJ͟ ůŝŶĞ͘/ƚǁĂƐƌĂŶĚŽŵĂŶĚĚĞĮŶŝƚĞůLJŚĂĚƚŚĂƚ ͞ƐŚŽĐŬĨĂĐƚŽƌ͘͟dŚĞŶƚŚĞĐŽŵŵĞƌĐŝĂůĞŶĚĞĚ

ĂŶĚ/ǁĂƐůĞŌƉƵnjnjůĞĚ͘dŚĞƌĞǁĂƐŶŽĐĂůůƚŽ ĂĐƟŽŶ͕ŶŽ͞ƚŽŚĞůƉƚŚŝƐĐĂƵƐĞŐŽƚŽǁǁǁ͘ ƟďĞƚĂŶĐŚĂƌŝƚLJ͘ŽƌŐ͕͟Žƌ͞ĐĂůůƚŚŝƐŶƵŵďĞƌƚŽ ůĞĂƌŶŵŽƌĞĂďŽƵƚǁŚĂƚLJŽƵĐĂŶĚŽƚŽŚĞůƉ͘͟ /ƐĂƚƚŚĞƌĞǁŽŶĚĞƌŝŶŐ͕͟ŝĚ'ƌŽƵƉŽŶƌĞĂůůLJ ũƵƐƚƵƐĞdŝďĞƚ͛ƐƐƵīĞƌŝŶŐĂƐĂƉƵŶĐŚůŝŶĞĨŽƌ ĂũŽŬĞ͍͟/ƚƐĞĞŵĞĚƚŚĞĂŶƐǁĞƌǁĂƐLJĞƐ͘                  Considering  the  fact  that  Groupon   dished  out  millions  of  dollars  and  saved  its   ĚĞďƵƚĂĚǀĞƌƟƐĞŵĞŶƚĨŽƌŽŶĞŽĨƚŚĞŵŽƐƚ widely  televised  events  of  the  year,  I  was   ƐƵƌƉƌŝƐĞĚƚŽƐĞĞƐƵĐŚĐŽŶƚƌŽǀĞƌƐLJ͘ƚĮƌƐƚ͕ the  commercial  did  not  seem  to  be  well   ƚŚŽƵŐŚƚŽƵƚ͘ƵƚŵĂLJďĞƚŚĞũŽŬĞŝƐŽŶƵƐ͕ ƚŚĞƐŬĞƉƟĐƐ͘ŌĞƌĂŝƌŝŶŐƚŚŝƐƐĞƌŝĞƐŽĨĂĚƐ͕ Internet  searches  about  the  company  and   its  commercial  skyrocketed.                      Maybe  Groupon  planned  its  commer-­‐ cial  to  be  controversial  to  secure  post-­‐Super   ŽǁůďƵnjnj͘'ƌŽƵƉŽŶƌĞĐĞŝǀĞĚĂůŽƚŽĨŵĞĚŝĂ ĂƩĞŶƟŽŶĂŌĞƌƚŚĞ^ƵƉĞƌŽǁůĂŶĚǁĂƐĂďůĞ to  announce  a  public  apology  to  a  larger   audience,  as  well  as  announce  that  the   ĐŽŵƉĂŶLJǁŽƵůĚƉƵůůĂůůŽīĞŶƐŝǀĞĂĚƐŽīƚŚĞ

Ăŝƌ͘dŚĞŵĞĚŝĂĐŽǀĞƌĂŐĞĂŌĞƌƚŚĞƐĐĂŶ-­‐ ĚĂůďƌŽƵŐŚƚƚŽĂƩĞŶƟŽŶƚŚĂƚƚŚĞĐŽƵƉŽŶ company actually  does  contribute  to  many   ĂŵĂnjŝŶŐĐŚĂƌŝƟĞƐ͕ŝŶĐůƵĚŝŶŐƚŚĞŽŶĞƐĂů-­‐ ůƵĚĞĚƚŽŝŶƚŚĞĂĚǀĞƌƟƐĞŵĞŶƚƐ͘ ƵƐŝŶĞƐƐŝƐƐƟůůƚŚƌŝǀŝŶŐ͕ĂƐŶĞǁƐŚŝƚ this  week  that  Groupon  is  gearing  up  to   launch  in  China.  The  scandal  seems  to  have   ƌŽůůĞĚƉĂƐƚƉƵďůŝĐƐĐƌƵƟŶLJ͘'ƌŽƵƉŽŶĞŝƚŚĞƌ ůƵĐŬĞĚŽƵƚŽĨĂƉŽƚĞŶƟĂůƉƵďůŝĐƌĞůĂƟŽŶƐ nightmare,  or  has  a  team  of  geniuses  creat-­‐ ing  quite  possibly  the  most  strategic  adver-­‐ ƟƐĞŵĞŶƚƐƚŚŝƐĐŽƵŶƚƌLJŚĂƐƐĞĞŶŝŶĂǁŚŝůĞ͘ /ƚŚŝŶŬŝƚŝƐŽŶůLJĂŵĂƩĞƌŽĨƟŵĞďĞĨŽƌĞǁĞ know  for  sure.  

:L^gbhkI^kli^\mbo^ By Bill Mrazek

ůƚŚŽƵŐŚƚŚĞĞĐŽŶŽŵLJŝƐŽŶƚŚĞƌŝƐĞ͕ more than  a  handful  of  us  are  about  to  step   ŽƵƚŝŶƚŽĂũŽď market  that  is   ƐƟůůƌĞĐŽǀĞƌ-­‐ ing  from  four   of  the  worst   years  in  our   country’s  em-­‐ ployment  his-­‐ tory  since  the   early  1980s.   It  is  a  scary   world  for   the  number   of  graduat-­‐ ing  college   students  that   are  about  to   Bill  Mrazek search  for  a   ũŽď͘EŽƚƚŽŵĞŶƟŽŶ͕ƚŚĞƌĞŝƐĂƐƵƌƉůƵƐŽĨ ƉĂƐƚŐƌĂĚƵĂƚĞƐǁŚŽĂƌĞƐƟůůŽŶƚŚĞƉƌŽǁů ĨŽƌĂũŽď͘KŶƚŽƉŽĨƚŚĂƚ͕ƚŚĞƌĞĂƌĞLJŽƵŶŐĞƌ ƐƚƵĚĞŶƚƐǁŚŽĂƌĞƐĞĂƌĐŚŝŶŐĂŶĚĐŽŵƉĞƟŶŐ for  internships.   &ŽƌƉƵďůŝĐƌĞůĂƟŽŶƐƐƚƵĚĞŶƚƐǁŚŽ ĚƌĞĂŵŽĨďƵƌƐƟŶŐŝŶƚŽƚŚĞƐƚƌĂƚĞŐŝĐĐŽŵ-­‐

ŵƵŶŝĐĂƟŽŶƐĂƌĞŶĂ͕ǁŚĞƚŚĞƌŝƚďĞĐŽƌƉŽƌĂƚĞ͕ ĂŐĞŶĐLJ͕ƉƵďůŝĐĂīĂŝƌƐ͕ŶŽŶƉƌŽĮƚ͕ŐŽǀĞƌŶ-­‐ ŵĞŶƚŽƌďŽƵƟƋƵĞĂŐĞŶĐLJ͕ŝƚŝƐƟŵĞƚŽƉƵƚ everything you  have  learned  from  class   and  experience  to  work.  I  am  talking  about   being  a  PR  strategist  for  your  number  one  

“Do not be afraid to step out of your comfort zone during the application process.” ĐůŝĞŶƚ͗LJŽƵƌƐĞůĨ͘                  While  we  prepare  our  resumes,  cover   ůĞƩĞƌƐĂŶĚƉŽƌƞŽůŝŽƐƚŽďĞƌĞǀŝĞǁĞĚďLJ ƉĞƌƐƉĞĐƟǀĞĞŵƉůŽLJĞƌƐ͕ƚŚĞƌĞĂƌĞŝŵƉŽƌƚĂŶƚ ĚĞƚĂŝůƐĂŶĚƚĂĐƟĐƐƚŽƉĂLJĂƩĞŶƟŽŶƚŽ͗                    Use  proper  grammar,  spelling  and   ƉƵŶĐƚƵĂƟŽŶ͕ďĞĐĂƵƐĞĂŌĞƌĂůů͕ƚŚŝƐŝƐĂƉƌŽ-­‐ ĨĞƐƐŝŽŶƐƵƌƌŽƵŶĚĞĚďLJǁƌŝƟŶŐ͘KŶĞŵŝŶŽƌ ƐůŝƉͲƵƉŝŶLJŽƵƌǁƌŝƟŶŐĐŽƵůĚŐŝǀĞĐĂƵƐĞĨŽƌ the  person  reviewing  your  resume  to  move   on  to  the  next  applicant.   <ŶŽǁŝŶŐƚŚĞŝŶƚƌŝĐĂĐŝĞƐŽĨƚŚĞƉŽƐŝƟŽŶ LJŽƵĂƌĞĂƉƉůLJŝŶŐĨŽƌĂŶĚƚŚĞŽƌŐĂŶŝnjĂƟŽŶ ǁŝƚŚƚŚĞŽƉĞŶƉŽƐŝƟŽŶŝƐĂŵƵƐƚ͘hƐŝŶŐ ƐŝŵŝůĂƌƚĞƌŵŝŶŽůŽŐLJƌĞůĂƚĞĚƚŽƚŚĞƉŽƐŝƟŽŶ

ƐŚŽǁƐƚŚĂƚLJŽƵƵŶĚĞƌƐƚĂŶĚƚŚĞƉŽƐŝƟŽŶĂŶĚ ĂƌĞƉƌĞƉĂƌĞĚĂŶĚƚĂŬŝŶŐŝŶŝƟĂƟǀĞ͘ dŚĞƐĞƚĂĐƟĐƐĂƌĞďĂƐŝĐƐƚĞƉƉŝŶŐƐƚŽŶĞƐ ƚŽƉƌĞƉĂƌŝŶŐĨŽƌƚŚĞĂƉƉůŝĐĂƟŽŶƉƌŽĐĞƐƐ͕ďƵƚ the degree  in  which  they  set  you  apart  from   ƚŚĞĐŽŵƉĞƟƟŽŶŝƐůŝŵŝƚĞĚ͘>ŝƐƟŶŐŽŶůLJLJŽƵƌ ŝŶƚĞƌŶƐŚŝƉĂŶĚǁŽƌŬƉŽƐŝƟŽŶƐĞdžƉĞƌŝĞŶĐĞƐ on  your  resume  is  a  common  mistake.  Peo-­‐ ƉůĞƚŚŝŶŬƚŚĂƚƐŝŵƉůLJƐŚŽǁŝŶŐĂƟƚůĞĂŶĚũŽď ĚĞƐĐƌŝƉƟŽŶĨƌŽŵƉĂƐƚŝŶƚĞƌŶƐŚŝƉƐŝƐĞŶŽƵŐŚ for  submission  and  in  some  places  it  may   be.  From  my  experiences,  I  have  learned   ƚŽƌĞůĂƚĞŵLJƉĂƐƚũŽďƐƚŽƚŚĞƉŽƐŝƟŽŶ/Ăŵ applying  for.                      Look  to  the  experiences  you  have  from   ƉĂƐƚũŽďƐ͕ŝŶƚĞƌŶƐŚŝƉƐ͕ĂŶĚĞǀĞŶĐůĂƐƐĞƐ͕ĂŶĚ ƵƐĞLJŽƵƌĐƌĞĂƟǀŝƚLJĂŶĚǁƌŝƟŶŐƐŬŝůůƐƚŽƐŚŽǁ ŚŽǁƚŚŽƐĞĞdžƉĞƌŝĞŶĐĞƐŵĂŬĞLJŽƵĮƚƚŚĞũŽď͘ ƐŬLJŽƵƌƐĞůĨ͕͞tŚĂƚƋƵĂůŝĮĞƐŵĞƚŽĂƉ-­‐ ƉůLJĨŽƌƚŚŝƐƉŽƐŝƟŽŶ͍͟ŌĞƌĂůů͕ŝĨLJŽƵǁĞƌĞ doing  the  hiring,  isn’t  that  what  you  would   ďĞůŽŽŬŝŶŐĨŽƌ͍ŽŶŽƚďĞĂĨƌĂŝĚƚŽƐƚĞƉŽƵƚ ŽĨLJŽƵƌĐŽŵĨŽƌƚnjŽŶĞĚƵƌŝŶŐƚŚĞĂƉƉůŝĐĂƟŽŶ ƉƌŽĐĞƐƐ͘ůǁĂLJƐƐƚĂLJƉƌŽĨĞƐƐŝŽŶĂů͕ďƵƚƐŚŽǁ employers  who  you  are,  what  you  are  ca-­‐ ƉĂďůĞŽĨĂŶĚƚŚĂƚLJŽƵĂƌĞĐŽŶĮĚĞŶƚŝŶLJŽƵƌ skin.  See  you  out  there.  


PRemier

Volume Four

3

Ibm\abg`Phkdlahi

;rFbd^;eb`am KŶdƵĞƐĚĂLJ͕&Ğď͘ϭϱ͕ĂƉĂŶĞůŽĨƉƌŽĨĞƐ-­‐ ƐŝŽŶĂůƐĨƌŽŵKhEdZz&ŝŶĂŶĐŝĂů͛ƐĐŽŵŵƵ-­‐ ŶŝĐĂƟŽŶĚĞƉĂƌƚŵĞŶƚůĞĚĂƉŝƚĐŚŝŶŐǁŽƌŬ-­‐ ƐŚŽƉĨŽƌŽƵƌWZ^^ĐŚĂƉƚĞƌ͘dŚĞĨŽƵƌŐƵĞƐƚ ƐƉĞĂŬĞƌƐĞŵƉŚĂƐŝnjĞĚƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨ ĐƌĞĂƟŶŐƌĞůĂƟŽŶƐŚŝƉƐ͕ƵƉŚŽůĚŝŶŐĂƐƚĂŶĚĂƌĚ of excellence  and  living  up  to  other  intan-­‐

ŐŝďůĞƋƵĂůŝƟĞƐƌĞƋƵŝƌĞĚŽĨƉƵďůŝĐƌĞůĂƟŽŶƐ professionals. ŚƌŝƐŶĚĞƌƐŽŶ͕ĂŵĞĚŝĂƌĞůĂƟŽŶƐ ĐŽŽƌĚŝŶĂƚŽƌ͕ŵĞŶƟŽŶĞĚŚĞƌƚŚƌĞĞƐƚŽ ƐƵĐĐĞƐƐǁŚĞŶƉŝƚĐŚŝŶŐĂƐƚŽƌLJƚŽƚŚĞŵĞĚŝĂ͗ be clear,  concise  and  compelling.  Media   contacts  have  personal  preferences  while   publish-­‐ ing  stories,   which   require  the   individual   pitching  to   ĂĚũƵƐƚŚŝƐŽƌ her  mes-­‐ sage  to  the   ũŽƵƌŶĂůŝƐƚ͛Ɛ needs.  Stat-­‐ ing  all  of  the   facts,  avoid-­‐ ing  wordi-­‐ ness  and   framing  the  

story in  a  meaningful  light  are  all  important   ĐŽŶƐŝĚĞƌĂƟŽŶƐ͘                    Similar  to  the  reoccurring  message   ĞdžƉƌĞƐƐĞĚŝŶƚŚĞƉƵďůŝĐƌĞůĂƟŽŶƐĐŽƵƌƐĞƐ ŽīĞƌĞĚĂƚ/ůůŝŶŽŝƐ^ƚĂƚĞhŶŝǀĞƌƐŝƚLJ͕ĨŽƌŵŝŶŐ ƌĞůĂƟŽŶƐŚŝƉƐǁĂƐůŝƐƚĞĚĂƐƚŚĞŵŽƐƚŝŵƉŽƌ-­‐ ƚĂŶƚĐŽŶƐŝĚĞƌĂƟŽŶǁŚŝůĞƉŝƚĐŚŝŶŐ͘ƵŝůĚŝŶŐ ƐƚƌŽŶŐƌĞůĂƟŽŶƐŚŝƉƐĐĂŶďĞĂĐĐŽŵƉůŝƐŚĞĚ through  establishing  credibility  and  main-­‐ ƚĂŝŶŝŶŐƌĞůĂƟŽŶƐŚŝƉƐŽǀĞƌƟŵĞ͘                    While  this  can  be  a  lengthy  process,   it  is  important  to  remain  persistent  and   ĐŽŶĮĚĞŶƚƚŚƌŽƵŐŚŽƵƚƚŚĞĚƵƌĂƟŽŶŽĨƚŚĞ ƌĞůĂƟŽŶƐŚŝƉ͘WĞƌƐŝƐƚĞŶĐĞ͕ŚŽǁĞǀĞƌ͕ƐŚŽƵůĚ not  be  confused  with  pestering  the  con-­‐ ƚĂĐƚ͘YƵĂůŝƚLJŽǀĞƌƋƵĂŶƟƚLJǁĂƐŵĞŶƟŽŶĞĚ ƐĞǀĞƌĂůƟŵĞƐŝŶƌĞĨĞƌĞŶĐĞƚŽƚŚĞŶƵŵďĞƌ of  messages  that  should  be  sent  to  a  media   contact  for  a  given  story.   ůƚŚŽƵŐŚƉŝƚĐŚŝŶŐĐĂŶƐĞĞŵůŝŬĞĂĚŝĨ-­‐ ĮĐƵůƚƉƌŽĐĞƐƐƚŽƚŚŽƐĞǁŝƚŚŶŽĞdžƉĞƌŝĞŶĐĞ͕ ƚŚĞƉĂŶĞůŝƐƚƐŽīĞƌĞĚǁŽƌĚƐŽĨĞŶĐŽƵƌĂŐĞ-­‐ ment  to  raise  the  audience’s  hopes.  

ƐĞƐƐŝŽŶ͘ŌĞƌŚĞĂƌŝŶŐƚŚĞŝŶƐŝŐŚƚƐŽĨĂŶ industry professional,  Collins  said,  “Being   ĂŶĞĂƌůLJĂĚŽƉƚĞƌƚŽŶĞǁŝĚĞĂƐŝƐĞƐƐĞŶƟĂů to  keep  yourself  current  and  an  be  an  asset   ĨŽƌLJŽƵƌĐŽŵƉĂŶLJ͘KŶĞŽĨƚŚĞǁĂLJƐƚŽďĞĂŶ ĞĂƌůLJĂĚŽƉƚĞƌŝƐƚŽƌĞĂůŝnjĞŐƌŽǁƚŚŝŶŵŝŶŽƌ-­‐ ity  markets.  By  2014  the  buying  power   ŽĨĨƌŝĐĂŶŵĞƌŝĐĂŶƐǁŝůůďĞΨϭ͘ϮƚƌŝůůŝŽŶ͘ ,ŝƐƉĂŶŝĐƐĂŶĚƐŝĂŶƐĂƌĞƋƵŝĐŬůLJĨŽůůŽǁŝŶŐ ƚŚĂƚƐƚĂƟƐƟĐ͘͟hŶĚĞƌƐƚĂŶĚŝŶŐƚƌĞŶĚƐƐƵĐŚĂƐ ƚŚĞƐĞǁŝůůŶŽĚŽƵďƚŚĞůƉĂŶLJƉƵďůŝĐƌĞůĂƟŽŶƐ professional. /ŶĂĚĚŝƟŽŶƚŽƚŚĞǀĂƐƚĂŵŽƵŶƚŽĨ

ŬŶŽǁůĞĚŐĞǁĞƌĞĐĞŝǀĞĚ͕ƚŚĞƌĞŐŝŽŶĂůĂĐƟǀ-­‐ ity was  an  excellent  chance  to  network  with   ĮƌŵƐƐƵĐŚĂƐWŽƌƚĞƌEŽǀĞůůŝ͕'ŽůŝŶ,ĂƌƌŝƐĂŶĚ ZƵĚĞƌͲ&ŝŶŶ͘ƚƚŚĞũŽďĨĂŝƌ͕ŵĞŵďĞƌƐǁĞƌĞ ĂďůĞƚŽƉƌĂĐƟĐĞƚŚĞŝƌĞůĞǀĂƚŽƌƐƉĞĞĐŚĞƐ ĂŶĚůĞĂƌŶŵŽƌĞĂďŽƵƚƚŚĞĚŝīĞƌĞŶƚƉƵďůŝĐ ƌĞůĂƟŽŶƐĮƌŵƐ͘&ƌŽŵĐĞůĞďƌŝƚLJƉƵďůŝĐƌĞůĂ-­‐ ƟŽŶƐƚŽŵƵůƟĐƵůƚƵƌĂůƉƵďůŝĐƌĞůĂƟŽŶƐĂŶĚ everything  in  between,  it  is  safe  to  say  our   ŵĞŵďĞƌƐŚĂĚƉůĞŶƚLJƚŽĚŝƐĐƵƐƐĂŌĞƌůĞĂǀŝŶŐ DePaul  University  last  Friday.  

COUNTRY Financial  panel

Regional:                  This  campaign  is  an  excellent  example   ŽĨƚŚĞƉŽǁĞƌŽĨĞĸĐŝĞŶƚƐŽĐŝĂůŵĞĚŝĂ͘tŚĞŶ asked  what  advice  she  would  give  to  public   ƌĞůĂƟŽŶƐƉƌŽĨĞƐƐŝŽŶĂůƐǁĂŶƟŶŐƚŽĚŽďƵƐŝ-­‐ ŶĞƐƐǁŝƚŚŚĞƌĮƌŵ͕ŚĞƌĂĚǀŝĐĞǁĂƐƐŝŵƉůĞ͗ ͞ĂůůŽŌĞŶĂŶĚĐĂůůĞĂƌůLJ͘͟ ŶŽƚŚĞƌŝŶƚĞƌĞƐƟŶŐƐĞŵŝŶĂƌŽīĞƌĞĚ ĂƚĞWĂƵůWZ^^͛ƐZĞŐŝŽŶĂůĐƟǀŝƚLJǁĂƐĂ ŵƵůƟĐƵůƚƵƌĂůƉƵďůŝĐƌĞůĂƟŽŶƐƐĞƐƐŝŽŶůĞĚďLJ ŚƌŝƐƟŶĂƌĂǁĨŽƌĚ͕ǀŝĐĞƉƌĞƐŝĚĞŶƚŽĨ&ůŽǁ-­‐ ĞƌƐŽŵŵƵŶŝĐĂƟŽŶƐ'ƌŽƵƉ͘:ŝůůŝĂŶŽůůŝŶƐ͕ vice  president  of  Illinois  State  University’s   WZ^^͕ŚĂĚƚŚĞƉƌŝǀŝůĞŐĞŽĨĂƩĞŶĚŝŶŐƚŚŝƐ Agency: ŶŽƚŚĞƌƐŬŝůůƚŚĂƚLJŽƵŵƵƐƚŚĂǀĞŝƐ the  ability  to  research.  Most  agency  interns   research  various  topics,  including  report-­‐ ĞƌƐ͕ŝƐƐƵĞƐ͕ƌĞĐŽƌĚƐ͕ŽƉƉŽƐŝƟŽŶŽƌĂŶLJŽƚŚĞƌ thing  that  is  needed  in  order  to  formulate   ĂƐƚƌĂƚĞŐLJ͘dŚĞŝŶĨŽƌŵĂƟŽŶŝƐŽŌĞŶŚĂƌĚ ƚŽĮŶĚ͕ƐŽƐĂǀǀLJƌĞƐĞĂƌĐŚƐŬŝůůƐĂƌĞŬĞLJ͘ Researching  may  seem  like  a  bore,  but   remember,  the  strategy  that  is  formulated  is   only  as  good  as  the  research  behind  it.  Your   ǁŽƌŬĂƐĂŶŝŶƚĞƌŶŝƐŝŵƉŽƌƚĂŶƚƚŽƚŚĞĞŶƟƌĞ strategy. ƐĞŵďĞĚĚĞĚĂƐŝƚŝƐŝŶŽƵƌŚĞĂĚƐ͕ŝƚ ŝƐĞdžĐĞƉƟŽŶĂůůLJŝŵƉŽƌƚĂŶƚƚŽŬŶŽǁŚŽǁƚŽ write.  When  billing  clients  by  the  quarter   ŚŽƵƌLJŽƵŵƵƐƚďĞĂďůĞƚŽǁƌŝƚĞĞīĞĐƟǀĞůLJ ŽŶƚŚĞĮƌƐƚĂƩĞŵƉƚ͘ŶLJƟŵĞƐƉĞŶƚĐŽƌ-­‐

ƌĞĐƟŶŐǁƌŝƟŶŐŵĞĂŶƐŵŽƌĞŵŽŶĞLJƐƉĞŶƚ by your  clients.    You  must  be  able  to  work   quickly  and  with  precision.   ,ĂǀŝŶŐ͞ƚŚŝĐŬƐŬŝŶ͟ŝƐŽŶĞŽĨƚŚĞŵŽƐƚ important  traits  you  can  have  while  working   at  an  agency.  Your  hard  work  may  get  picked   apart  by  a  client  or  supervisor,  but  learning   ĨƌŽŵLJŽƵƌŵŝƐƚĂŬĞƐĂŶĚŶŽƚƌĞƉĞĂƟŶŐƚŚĞŵ is  incredibly  important.   ŐĞŶĐLJůŝĨĞŵĂLJďĞĐŚĂůůĞŶŐŝŶŐĂƚ ƟŵĞƐ͕ďƵƚĂƐůŽŶŐĂƐLJŽƵƌƌĞŵĞŵďĞƌƚŽ manage  your  workload,  research  well,   ŚŽŶĞLJŽƵƌǁƌŝƟŶŐƐŬŝůůƐĂŶĚƚĂŬĞĐƌŝƟĐŝƐŵ ĐŽŶƐƚƌƵĐƟǀĞůLJ͕LJŽƵǁŝůůďĞŽŶLJŽƵƌǁĂLJƚŽ a  rewarding  and  successful  career  in  public   ƌĞůĂƟŽŶƐ͘

<LJůĞDƵƐŐƌĂǀĞ


PRemier

4

Member of the Month, February: DZbmb^Kb^l  <ĂŝƟĞZŝĞƐŝƐĂĮƌƐƚͲLJĞĂƌŵĞŵďĞƌ ŽĨƚŚĞ/^hWZ^^͘^ŚĞƐĞƌǀĞƐŽŶƚŚĞ ZĞůĂƟŽŶƐĐŽŵŵŝƩĞĞĂŶĚŚĂƐďĞĞŶĂŶ ŝŶƚĞŐƌĂůƉĂƌƚŽĨƚŚĞŶĞǁƐůĞƩĞƌƚĞĂŵ͘ ^ŚĞǁĂƐĐŚŽƐĞŶĂƐWZ^^DĞŵďĞƌŽĨ ƚŚĞDŽŶƚŚďĞĐĂƵƐĞƐŚĞĂƩĞŶĚƐĂůŵŽƐƚ ĂůůWZ^^ĞǀĞŶƚƐ͕ĐŽŶƚƌŝďƵƚĞƐŚĞƌŝĚĞĂƐ ĂŶĚǁƌŝƟŶŐƐŬŝůůƐƚŽƚŚĞŶĞǁƐůĞƩĞƌĂŶĚ displays a  contagious  enthusiasm  for   ďŽƚŚWZ^^ĂŶĚƚŚĞWZŝŶĚƵƐƚƌLJ͘dŚĞ džĞĐƵƟǀĞŽĂƌĚƐŝŶĐĞƌĞůLJĂƉƉƌĞĐŝĂƚĞƐ ŚĞƌĐŽŶƚƌŝďƵƟŽŶƐƚŽƚŚĞĐŚĂƉƚĞƌĂŶĚ ůŽŽŬƐĨŽƌǁĂƌĚƚŽŚĞƌĐŽŶƟŶƵĞĚƉĂƌƟĐŝ-­‐ ƉĂƟŽŶ͘

Volume Four

E^mm^k_khfma^>q^\nmbo^;hZk] by Jillian Collins, vice president

Speakers,  workshops  and  tours  …   ŽŚŵLJ͊/ŚŽƉĞĞĂĐŚŽĨLJŽƵŚĂǀĞĞŶũŽLJĞĚ these  experiences  as  much  as  I  have  en-­‐ ũŽLJĞĚƉůĂŶŶŝŶŐƚŚĞŵ͘&ƌŽŵƚƌĞŬŬŝŶŐĂƌŽƵŶĚ /ůůŝŶŽŝƐƚŽŚŽƐƟŶŐŚŽŵĞƚŽǁŶƐƉĞĂŬĞƌƐ͕ we  have  learned  a  great  deal  from  our   chapter’s  network  of  professionals.  Here’s   a  recap  of  what  we  have  experienced  thus   ĨĂƌ͗ ͻ^ƚĂƚĞŵĞƌŐĞŶĐLJKƉĞƌĂƟŽŶƐĞŶƚĞƌ͕ ^ƉƌŝŶŐĮĞůĚ͕/ůů͘tĞůĞĂƌŶĞĚǁŚĂƚ/ůůŝŶŽŝƐ ĚŽĞƐƚŽƉƌĞƉĂƌĞĂŶĚƌĞƐƉŽŶĚƚŽƚŚĞĚŝīĞƌ-­‐ ĞŶƚĐƌŝƐĞƐǁĞĨĂĐĞ͕ƐƵĐŚĂƐƚŚĞďůŝnjnjĂƌĚǁĞ ũƵƐƚĞdžƉĞƌŝĞŶĐĞĚ͘ ͻ^ƚĂƚĞĂƉŝƚĂůƵŝůĚŝŶŐ͕^ƉƌŝŶŐĮĞůĚ͕/ůů͘KƵƌ ƉƌŽĨĞƐƐŝŽŶĂůĂĚǀŝƐŽƌ͕ƌŶŝĞ^ůŽƚĂŐ͕ƚŽŽŬƵƐ on  a  tour  of  the  press  room  and  press  sec-­‐ ƌĞƚĂƌLJ͛ƐŽĸĐĞ͕ǁŚŝĐŚŐĂǀĞƵƐĂĨĞĞůŽĨǁŚĂƚ ƉŽůŝƟĐĂůWZŝƐĂůůĂďŽƵƚ͘ ͻĚĞůŵĂŶ͕ŚŝĐĂŐŽ͘ůƵŵŶƵƐĂŶ^ĐŚĂĐƚĞƌ͕ĂůŽŶŐǁŝƚŚĨŽƵƌŽĨŚŝƐĐŽůůĞĂŐƵĞƐ͕ŐĂǀĞƵƐĂŶ ŝŶͲĚĞƉƚŚůŽŽŬŽĨŚŽǁƚŚĞůĂƌŐĞƐƚŝŶĚĞƉĞŶĚĞŶƚƉƵďůŝĐƌĞůĂƟŽŶƐĂŐĞŶĐLJŽƉĞƌĂƚĞƐ͘ ͻZĞƉƵƚĂƟŽŶWĂƌƚŶĞƌƐ͕ŚŝĐĂŐŽ͘dŚĂŶŬƐƚŽůƵŵŶĂĞĂŝƚůLJŶDĐůĂŝŶ͕ƚŚĞǁŽƌůĚŽĨĂ ďŽƵƟƋƵĞĂŐĞŶĐLJŝƐŶŽůŽŶŐĞƌĂŵLJƐƚĞƌLJĂŌĞƌĂƩĞŶĚŝŶŐƚŚŝƐƚŽƵƌŽĨĂŶĂŐĞŶĐLJƐƉĞ ĐŝĂůŝnjŝŶŐŝŶĐŽƌƉŽƌĂƚĞƌĞƉƵƚĂƟŽŶ͘

 

ͻ'ŽůŝŶ,ĂƌƌŝƐ͕ŚŝĐĂŐŽĂŶĚƚŚĞ/ůůŝŶŽŝƐ^ƚĂƚĞhŶŝǀĞƌƐŝƚLJůƵŵŶŝĞŶƚĞƌ͘EŽƚŽŶůLJĚŝĚ ŵĞŵďĞƌƐŐĞƚƚŽĂƚŽƵƌŽĨ'ŽůŝŶ,ĂƌƌŝƐ͕ďƵƚĂƩĞŶĚĞĞƐĂůƐŽĞŶũŽLJĞĚĂůƵŶĐŚĂŶĚ  ĂŐĞŶĐLJƚĞƐƚǁŽƌŬƐŚŽƉǁŝƚŚƐŽŵĞWZ^^ĂůƵŵŶŝ͘

 

Upcoming Events Calendar Open Submission for E-Board Applications – March 15 Radio Station Tour – March 18 Firehouse Social – March 25 E-board Application Deadline – April 1

PRemier Newsletter: January/February 2011  

This issue of PRemier includes Regional Activity, Kyle Musgrave's agency internship experience, Pitching Workshop, Groupon Advertisements S...

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