1. Always engage – PR is useless unless you gain and retain the attention of the customer.  Don’t just toss information at them and hope it is absorbed.  Like many other speakers have suggested, Hood said that PR is a dialogue.  You must draw the customer in, whether through social media or more traditional media outlets, but then also cultivate that relationship to keep their attention and business.

2. Content is important – In order to engage the customer, you must have quality content.  It doesn’t matter how much you have in print if it isn’t really saying anything.  You have to get the message across correctly and effectively in order to keep people coming back.

3. Understand “the box” – Often we hear about thinking “outside the box.”  However, Hood noted the importance of understanding the parameters of that box for any given situation.  You have to know the standard rules of the game in order to step outside of the box.

4. Work on your writing – If you are not a good writer, you cannot be an effective communicator.  Stacey said that we should never stop working on improving our writing skills.  Whether it is through blogging or practicing press releases, there are many applicable ways to get in a little extra practice.

5. PR is an upside down funnel – Essentially there is a great wealth of information in the world, and in PR, you might want to communicate a large chunk of that information to the public.  However, it must be condensed down into easily digestible and understandable bits of knowledge.  An upside down funnel is the perfect example of this.  We must act as the funnel, condensing necessary information down into smaller parts, so that it will engage and inform customers.

Clemson had tons of tables set up from stores and organizations local to the area with ways to go green as well as help out in the community. They brought in wild life to show the animals that students could help by being more aware of pollution and keeping our planet beautiful. Also lots of companies had promotional deals such as the one in the picture below. Clemson’s Earth Day was a lot of fun and they displayed a lot of ways to make an impact in your community.

Go Earth!

1. Always be Learning and Adapting – Based on her experience, it is clear that media is constantly changing, and you have to keep up.  Even her new business venture requires her to constantly stay on top of trends.  If you are not adapting, you will get left behind.

2. Ask for Help – Andrea told us a story of when she got her first job in production, but didn’t have experience.  She went in from midnight to 5 am to get a grasp on things.. all while she was still in college.  It was an amazing example of how learning is important, but that it is also important to ask for help.  She did not have a full understanding of video editing and production, so she shadowed someone to get a better grasp on it.

3. Know Technology – Whether it is blogging or twitter or video editing, keeping up with trends in technology is the easiest way to stay in the know.  Technology evolves even quicker that traditional trends, so it is imperative to keep up.

Andrea Walker finished out our lineup of incredible speakers with a bang.  She was truly one of the most excited speakers to sacrifice their time to our class.  Walker built her career from the ground up.  From the very beginning she was persistent and willing to work hard.

From using her free time at the station to do math homework to being the producer, Walker has shaped her career from her ability to adapt.  “The main producer has control over everything, so I told myself that’s what I wanted to do,” said Walker.

NBC, CBS and FOX; Andrea Walker has been with all the big names in broadcast news.  While at FOX 6, Walker was asked to serve on the website production team.  This opportunity provided her first experience in web development.

It was in August 2008 that Walker felt the need to “take the next step.”  That is exactly what she did, becoming an entrepreneur.  Walker admits to always be learning trying to keep up with the many changes in technology.  “There is no shame in saying I don’t know what I’m doing,” Walker reminded.

“Whatever roll you are in, take something and build it from scratch.” –Walker

Thanks again to Andrea Walker for taking the time to speak to our class.

follow Andrea Walker on Twitter at @andreafwalker

Running the 5’oclock show at CBS42 was an opportunity Walker could not pass up. Now, she had the final say on just about everything. One important piece of advice Walker shares is to never give up. The first time around, Walker did not receive a position for CBS42; however, she persisted and became the main producer months later.

Be innovative—an adjective that challenges Walker to stay fresh and creative. Because Walker stayed on top of her game, she continued to land new positions. FOX6 needed direction, and Walker was their solution. For three years, she worked as a team player. “Don’t alienate your co-workers or colleagues,” Walker says. “Work together, asking them how you can make their job easier.”

In 2008, Walker was introduced to new media, helping FOX6 with their website. She quickly fell in love with learning about technology and web development, which motivated her to start her own business. In 2009, Walker created W. Social Marketing, which helps companies implement an innovative approach that creates connections with customers.

Walker’s definition of being an entrepreneur is taking risks and being willing to be innovative. “You’re on your own,” Walker says.

Here are some final tips Walker gives to future PR professionals:

1. Always say thank you.

2. There is no shame is asking people for help.

3. Go to people who know more than you do.

4. Collaborate.

5. “What will people pay for?”

For more information on Andrea Walker, check out her website or follow her on Twitter–@andreafwalker

1. Never be afraid to ask for help. It can hurt to ask for help don’t be afraid to ask someone who knows more than you for help. It looks better for you and them if you ask for help.

2. Don’t be afraid to be an entrepeneur: If you are going to be one you got be able to able to take risk and build things from scratch.

3. Don’t be afraid to use technology:Technology is approving everyday use it and be sure to do plenty of research on new technology so you can stay up with the gang and your business will succeed.

here is a link to W. Social Marketing Website: http://wsocialmarketing.com/

1. Brand marketing is designed to deliver a company’s message, convey a company’s credibility, connect with a target audience, motivate buyers, and ensure user loyalty.

2. Brand alliance either pertains to co-branding- when two or more brands work together with one product, brand licensing- when brands align themselves by one supporting the other but don’t require each other, or cross-marketing-when two compatible brands simply market together.

3. Brand protection includes crisis management in case of disaster and internet reputation management.

To follow up with the third type of branding, Merricks shared this gem of a statement: “You are what you tweet.” She used this to demonstrate the fact that a person’s online presence has a definite affect on their business life. 

Merricks divulged the in’s and out’s of what it’s like to work in a Advertising and Marketing company.  To find out more about her business, visit the Luckie and Co. website.

1. Be heavy on the thank you’s.  Whether it is an employer, an employee, someone above or below you, show your appreciation for the help that they give you.  Politeness can completely change someone’s opinion of you. Your business reputation can be greatly improved if you leave people with a fuzzy feeling after they interact with you.  The more comfortable you make someone after an initial interaction the more likely they’ll want to ensure further relations.

2. Don’t settle for the traditional 9-5 experience. There are plenty of jobs that don’t require that kind of commitment, and if you truly desire a different line of work you will never be happy giving in to what seems the most traditional.  Don’t give up on your dreams. Walker set her sights on a creative role in business and that is exactly what she’s gotten as a result.

3. Be an entrepreneur, not a business-owner.  Don’t just own a business that follows the trend.  Owning a business isn’t the right career path for everyone, but for those who choose to undertake that responsibility it should be about more than copying the work someone else has already done. Innovation and creativity will set your business apart from others.

Coming from Andrea Walker these tips can be counted extremely valuable.  Walker paved her own way in the world, following her dream, owning an innovative business, and accomplishing these goals before she even broached the age 30.  What a great source of wisdom for budding public relations majors.

After her time learning about the subject, she was amazed how you can integrated marketing and the emerging influence of technology. With this in mind, Andrea started her business in February of 2009. Andrea noted some things that she learned from working in the news that helped her as well in her entrepreneurship.

• Look for the innovative. How can you bring your ideas to the table with out alienating other employees. Make sure you get everyones opinion.
• Say thank you. If someone goes up and beyond for you, make sure you thank them. In the business of public relations, saying thank you will really differentiate yourself.
• Love a challenge. If you don’t know much of a topic, try to go out there and emerge yourself in it. Learning is always good.
• Don’t be afraid to ask for help. Entrepreneurship is innovation which means you are starting from scratch. Make sure to ask for help and build from it.
• Longevity is key.

Walker, whose day starts up at 5 a.m., runs her business by helping other companies with their product development based on customer feedback. Her favorite thing about what she does is the amazing people she meets daily and innovation. Her advice for aspiring entrepreneurs, take risks and be innovative. 

• Engage Customers. Stay true to your core mission. Make sure you “float ducks where ducks are.” We need to make sure we exam our mission thoroughly.
• Be careful with Money. Whether it’s for advertising or events. Make sure you are careful with the public’s money. You have to raise money for advertising and salary.
• Stay above 30,000 feet. Make sure you are always upfront, honest, smart and innovative.
• Know laws of government. Every state, country and continent has its own laws, make sure you are up to date. For example, Japan Government only took x amount of relief money from other countries.
• “What people perceive about you is what they will communicate about you.”

Kennedy touched on the usual of make sure you get to know the media. In her final remarks she gave us a website, www.charitynavigator.com , which is a place to look for non-profit organizations.