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Alumni Newsletter

PR emier

Spring 2015

Real World D.C. The Loop: Divergent The with Randy DeCleene Regional Conference By Melissa Guerra Why Divergent? Bravery, smarts, honesty, peacefulness, and selflessness are just like the multiple “factions” of public relations. Columbia College Chicago and Loyola University hosted “The Loop | Divergent,” a Public Relations Student Society of America Regional Conference. The weekend was full of inspirational keynotes and informational sessions. The first panel of the day was advertising versus public relations and featured professionals from Weber Shandwick; Havas Worldwide; Henson PR; and Tom, Dick, & Harry Creative. All of the professionals agreed that advertising cannot survive without public relations and vice versa; the efforts need to be integrated. After the first panel, two breakout sessions were offered: fashion or entertainment public relations. I attended the entertainment panel with Bob Williams, CEO and COO of Burns Entertainment & Sports Marketing. Williams spoke about choosing a celebrity to endorse a campaign to resonate with your target audience and how to move forward if that celebrity endures a crisis. The second panel included the topic of agency versus corporate public relations. This panel had professionals from Walker Sands and Porter Novelli. The panelists gave insight from their own corporate or agency experiences and continued on page 5

By Cindy Kirchner

With 20 years of experience, Randy DeCleene, partner at kglobal, has quite the professional insight in multiple areas of the “real world.” DeCleene has a background in politics, a sector in which he has always been interested. He also enjoys writing, in which he received his master’s degree from Johns Hopkins University. DeCleene joined the Illinois State University Chapter of the Public Relations Student Society of America on Tuesday, March 24, educating students on tricks of the trade and how to better their professional careers. DeCleene started his presentation with six tips for students and soon-to-be graduates to consider before entering the professional world. DeCleene’s first tip was to find a field about which you are passionate. Going to work every day and feeling like you are not working is continued on page 6

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