America, Gen Z's, Qualitative Research, Online Chat Rooms, and the Sizzle

What a title, huh?

Let me explain.

Today was the first day of the PRSA International Conference via a virtual platform. I have been preparing for this conference since August, and I am looking forward to sharing some of the things that I learned about on this first day. The meeting link can be found here: https://prsa.6connex.com/event/ICON/en-us#!/GeneralSessions.

The opening general session with Jon Mecham:

To start, Mr. Mecham was probably the most eloquent speaker I have ever heard in my life. His experience in policy and political analysis gave him the platform to be able to speak to the audience on the current state of America.

What I learned:

• History is a diagnostic guide to the future

  • The vote is the most peaceful form of protest

  • Adherence to the idea that we are created equal is what has made so many in America successful

  • America does have a soul

What does this mean and how will I apply it?:

They say that those who don't learn from history are doomed to repeat it. While I do think this applies here, I believe that Mr. Mecham was referring to the idea that as a nation, we need to look at our past to help us understand who we are as a nation. We come from an incredible past that is both negative and positive. Looking at the past will allow our nation to understand why we have become the way that we are collectively, and help us determine how to act in the future.

As voting draws near, I loved what Mr. Mecham said about it being the most peaceful form of protest. Our nation in its current state is so politically polarized and as a result, people left and right are aggressively protesting. We have seen this, particularly with the Black Lives Matter protests. I am not saying that it is right or wrong, but there have been violent protests. As we head to the voting booths we can understand that voting is a way to create change, and no one else has to know how we voted. It truly is the most peaceful form of protest.

When it comes to adherence to equality, Mr. Mecham meant that those in history who are particularly famous are known for their dedication to equality. He used Martin Luther King Jr. as an example here. I learned that the basic need for equality is a popular belief, and that is because it is a fundamental right. Regardless of the actions I take, I should always promote equality.

In our nation and it's increasing polarity, it is so easy to think that American's are soulless. Evil is happening every single day in our country. Mr. Mecham's point gave me hope and that's the biggest lesson I learned from his remarks. We should always have hope, even in the darkest of times because at the end of the day, we are inherently good people.

Session: The Future is Now: Recruiting, Retaining, and Developing Future PR Leaders from Millenials and Generation Z:

This session was all about the way that Millennials and Generation Z work. It was meant for employers to help them understand how to retain employees from these generations, but I wanted to learn more about the working styles of others in my generation.

What I learned: Generation Z is/are:

• Less inclined to entitlement

  • More financially literate

  • Grew up in the digital age

  • More open to socioeconomic views

  • Homebodies

  • Tech-savvy

  • Wants to work with social media in careers

  • Risk-averse

  • Super independent (if work is done, why do I need to be here?)

  • Crave feedback

  • Very open-minded

  • Work for organizations that align with their values

  • Success to them is working on something they are passionate about

  • Prefer passion over salary

  • Prefer on-the-job experience

What does this mean and how will I apply it?:

I thought it was super cool to see these characteristics because I could definitely see them in myself. I have always been the kind of person who gets work done early and then leaves. Understanding more about my generation will allow me to see how employers view me and my work ethic. This session also really helped me to understand my strengths and weaknesses.

Going forward, I will be able to use the strengths listed above to my advantage, and additionally, see how some of these characteristics may be compatible or not with the workplace and adapt accordingly.

Session: Using Data to Improve Media and Communications Campaigns Results:

This session was exactly as the title described.

What I learned:

• Research helps you make objective decisions

  • Learned how to use tools like case studies for external and internal research

What does this mean and how will I apply it?:

To the first point, it is important to know that research is all about objectivity. There is no opinion involved. Even in qualitative research where you may be looking for opinions, you as a researcher are still evaluating the answers from an analytical standpoint, which is objective also. Understanding this helps me understand that research has a direct purpose and that purpose is to obtain information to help with campaigns and other initiatives.

Learning about case studies was super enlightening! I learned how to use case studies for both internal and external communication, which is something I had never learned before this conference. Knowing how to use case studies now will come in handy when I'm a professional!

Session: PRSSA Chat with Champions

Y'all this was the most fun session! When I entered this session, I was paired up with various PRSA individuals who offered me advice and insight. It was the cutest event.

What I learned from each "champion":

Gary Mccormick: Gary actually created the chat with PRSA champions event! We spoke about our mutual dabbling in news media and then he told me about his career in environmental PR, an area that is new for me. He told me that networking was the best advice he could offer, which I really appreciated. I will remember that networking is key and try my best to expand my professional network.

Anthony D'Angelo: Anthony is the sweetest! He works at Syracuse running one of their master's programs. I asked Anthony about his opinion on grad school and if it is something I should pursue immediately. He told me to go to work first, and then I'll have some experience and I can decide what area I want to specialize in before paying for a program that doesn't mean anything to me. He also said that many companies will pay for grad school. This was very helpful advice!

Paul Omodt: Paul owns his own PR agency, focused on crisis communication. I asked him about the key to crisis communication and he said that the key is creativity and not getting involved emotionally. I will be sure to use this in the future, especially the bit about not getting emotionally involved. Getting advice from the pro is so great as I enter the workforce and handle crisis communication on my own.

Session: Still Sizzling - Brands that don't just Survive, but Thrive:

I loved this session! Shanita Akintonde did such a great job explaining how to build a powerful brand that "sizzles."

What I learned:

• People remember how you make them feel

• Your goal is to make someone feel something about your brand

• Have a motto and use marketing around it

What does this mean and how will I apply it?:

All of these tips were really great! Understanding that a brand is supposed to have a feeling connected to it is such a good concept to understand. She used the brand McDonald's as an example. They might not have the best quality of food, but customers know they can count on McDonald's for the fastest food service in town, creating the emotion of trust, dependability, etc. I love this concept and going into my career I will be able to use this to create good brands that people can count on!

As far as having a motto goes, I have always been a firm believer in this. Shanita said that mottos allow for creative marketing and overall, add to an overall brand. I can't wait to use this tip in the future!

Today was jam-packed with so many good lessons, and I only shared a little bit of what I learned during this blog post! I can't wait for tomorrow-I'll keep you posted!

Until then, check out UVU PRSSA and @uvuprssa!

See you tomorrow!

Photo by Thomas Park via Unsplash.