Job Search Continued...

I went to a job fair the other day and finally got my resume out there. I gave my resume to several sports teams and I am really excited to see where this will go. I have been trying to think about what path I should take when I graduate and I think I might actually have a plan. After getting advice from several PR pros, I have decided that the best option might be to get a job in media first. By getting a job in media I can improve my writing skills and build up my confidence in that area. I think I am going to try to apply for jobs at various media outlets and see where that takes me. Wish me luck again!

Case Study Assignment

Our professor asked us to find a PR campaign and do a case study about why it was successful. I chose to study the Ketchum and Kimberly-Clark campaign for Kleenex during the 2006 Winter Olympics. The purpose of the campaign was to get Kleenex in the marketing game of the Olympics without having to use expensive advertising.

In order to do this, Ketchum decided to follow the journey of three athletes through their mother's eyes. The mothers had blogs on the NBCOlympics.com website along with photos and daily diaries. A total of 108 interviews mentioned Kleenex moments shared between the athletes and their mothers.

The campaign was highly successful. Ketchum exceeded all of it's goals and won several awards for their success. The campaign generated 1,507 stories and a total of 113,826,706 impressions. The campaign received coverage in the national media such as The Weather Channel, ABC Radio, Forbes.com, The New York Times, the Chicago Tribune, The Washington Post and The Dallas Morning News. Ketchum won a Silver Anvil Award of Excellence and an award from PRWeek for the Product Brand Development Campaign of the Year 2007. I liked this campaign because of the way it used PR to build a relationship with the consumers by using the tag line "Kleenex Moments." This campaign was really impressive because it was able to break through the flood of marketing and advertising campaigns using PR tactics only.

Job Search

Right now is a very exciting time for me. I am a senior and I will be graduating in May. Yes, May. Just a couple of weeks away it seems. The pressure is on. Everyone keeps asking me where I am going to go and what I am wanting to do. I don't know. People are acting like I should already have a job lined up somewhere and I haven't even sent out one resume yet. I am so excited and so scared at the same time. My degree is so versatile. I could work for a huge agency. I could work for a sports team. I could work for a corporation. I could work in politics. I can do anything. That is the huge advantage and disadvantage of a CCPA degree. I can do anything, but I have so many choices that I don't know where to begin. Now I the time I wish I majored in rocket science or something so I know exactly where to go. I wonder if anyone else feels the same way that I do. Right now I am focusing on big agencies, but they don't really have any entry level positions open. Sure I would love to just jump in as a VP somewhere getting a VP salary, but that isn't going to happen. I am also going to a job expo for the Dallas Stars and a bunch of other sports teams so I hope that gets me somewhere. Wish me luck!