A dynamic keynote address given by Steve R. Smith '89, MS '93 and Kevin R. Petschow '81 to faculty and students at COM Week 2014 hosted by the School of Communication at Illinois State University.

1. Corporate or Non-Profit PR
Career Pathways: What's
the Best Fit for You?
Kevin Petschow, BS ’81
Twitter: @KevinPetschow
Linkedin: www.linkedin.com/in/kevinpetschow1234/
Steve Smith, BS ‘89, MS ’93
Twitter: @ssmithaahpm
Linkedin: www.linkedin.com/pub/steve-smith/6/769/b89/
April 15, 2014

2. Our Talk
1. Introductions
2. What We Have in Common
3. Alternate Pathways
4. Today
5. Stepping Stones
6. Corporate vs. Non-Profit PR
7. Tomorrow
8. 10 Tips
9. 5 Points to Ponder
10.Q&A

3. Time to Text!
Text CODE here
Text RESPONSE here

7. What We Have in Common

8. Same Area of Study;
Different Career Pathways

9. Today
Senior Manager,
Corporate
Communications &
Social Media
Corporate/Technology
Volunteer Leader
Executive Director &
CEO
Non-Profit, Association
Management
Volunteer Leader

10. How Did We Get Here?

11. The Wonder Years (Kevin)
High School Dreamer High School Reality

12. The Wonder Years (Kevin)
College Dreamer College Reality

13. Stepping Stones (Kevin)
PR “Oscars:”
(Ameritech,
3Com &
Cisco)
Current Job:
Cisco
(Sr. Mgr.
Global PR)
2nd Job:
PR &
Fundraising
(LF Academy)
1st Job:
Fundraising
& PR
(ATΩ HQ &
LeaderShape)
3rd Job:
Corporate
Comms (GTE)
Major
Mass Comms
Minor: PR
Fraternity
(PRO, ARO, At
hletics Chair)
Campus Jobs
(SoC, Vidette, W
ZND, Rec Ctr.)
Jobs:
SVP-Telecom &
Tech Practices
(PR Agencies)

14. Working in Corp. Communications
• Act like a business pro and be a comms pro.
• Forcing-function to communicate an
organization’s point of view.
• Protector of a brand, name and reputation
• Think global and act local mindset in a
dynamic, ever-changing, fast-paced
environment.
• Solution solver that requires being calm, cool
and collected.
• Variety of industries of all shapes and sizes.

15. The Wonder Years (Steve)

16. Stepping Stones (Steve)
3rd Job:
Medical
Association
(Marketing)
Current Job:
Medical
Association
(CEO)
Grad School
Com; Center
for Aging)
1st Job:
ISU
(Admissions)
Internships
(PR Agency;
Senior Health;
Association)
PR Major
Sociology
(Gerontology)
Minor
Fraternity
(PR officer; IFC
LeaderShape)
Campus Jobs
(Career
Center, Student
Affairs, Preview
Guide)
2nd Job:
Alzheimer’s
Association
(Education, Com)

17. Working in Nonprofit PR
• Great place to intern, start career
• Compelling missions, causes
• Complex organization, unique comm. challenges
• Passionate people
• 10% of U.S. workforce; don’t forget associations!
• Range of size, budgets & pay
• Variety of organizations
o Charities (local, regional, national)
o Universities and colleges
o Hospitals and health agencies
o Professional associations
• Leadership focused (volunteers, staff)

18. PR Skills We Both Use Every Day
• Communication!
o Written
o Verbal
o Organizational
o Visual
• Issue Identification
• Relationship Building
• Group Process; Team Leadership
• Persuasive Public Speaking
• Research & Evaluation
• Event Planning & Oversight
• Social Media & Technology
• Strategic Thinking & Planning

19. Tomorrow

20. 10 Tips for Success
1. Set Goals
2. Get Involved; Be Active
3. Build & Sustain Relationships
4. Be a Leader
5. Do Your Best & Impress

21. 10 Tips for Success
6. Do Work That You Enjoy
7. Seek Mentors; Coaches
8. Volunteer; Give Back
9. Keep Learning; Growing
10. Celebrate Success

22. Points to Ponder
Either write something worth reading
or do something worth writing about.
- Benjamin Franklin

23. Points to Ponder
People do not buy goods and services.
They buy relations, stories and magic.
- Seth Godin

24. Points to Ponder
I've failed over and over again
in my life and that is why I succeed.
- Michael Jordan

25. Points to Ponder
People should use their talent.
If you’re in public relations you can
offer PR help to a charity. These
organizations are always looking for
people to volunteer or raise money.
We can all do that.
- Will Schwalbe

26. Points to Ponder
PR and Communication professionals
have the skills and competencies
today’s organizations and businesses
want and need. Go forth and do
great things!
- Kevin & Steve

27. Questions?

28. Did u see it? Retweet it?
ssmithaahpm @ssmithaahpm
ISU #Com178 students: 7 best ways 2 start your PR
career http://www.ragan.com/Main/Articles/48127.aspx
… - RT to be eligible for a prize during #COMWeek2014
lecture!

29. Enjoy the Journey!

30. Corporate or Non-Profit PR
Career Pathways: What's
the Best Fit for You?
Kevin Petschow
Twitter: @KevinPetschow
Linkedin: www.linkedin.com/in/kevinpetschow1234/
Steve Smith
Twitter: @ssmithaahpm
Linkedin: www.linkedin.com/pub/steve-smith/6/769/b89/
T H A N K Y O U ! G O R E D B I R D S !