Recently, I participated in a life-changing Spring Break trip that landed me in two incredible American cities: Washington, D.C. and New York, N.Y.
I know what you're thinking; however, this was no ordinary Spring Break trip for me or my colleagues.
The minute I learned about this opportunity, I knew it would involve sacrifice. The trip would be on behalf of the College of Charleston's Department of Communication, but most arrangements would be funded and planned by each participating student. The goal was for each student to make their way north and attend numerous visits to high-profile Communication-related companies, alumni receptions and events featuring the College's Advisory Council. With only six days and a limited amount of personal funds available, I would go on to visit CNN, FleishmanHillard, General Motors, Purple Strategies, S.C. Senator Tim Scott's office, Ketchum, two former Press Secretaries at Public Strategies, Thomson Reuters, Group XP/Brand Union, Google, Peppercomm/Heyman Associates, New York Life and Time, Inc.
Whoa.
I had to quickly accumulate some extra money (which ended up coming from my tax returns, an experiential learning scholarship and a few paychecks, in case you were wondering), research the companies I'd be meeting with, stress over hotel room costs and closely monitor addresses and public transit schedules in relation to our meeting points. I had also never stepped foot on an airplane, so the thought of flying for the first time deeply frightened me.
As one of 10 inaugural Martin Scholars within the Department of Communication, however, I knew it was something I needed to do -- not because I was expected to (I was), but because the trip would serve as an irreplaceable opportunity for me to learn about the fields I love (PR, journalism, branding, content strategy, etc.). The trip was beyond worth what I ended up shelling out and I truly didn't expect such busy professionals to be so generous regarding our needs and interests as graduating students. Here are my main takeaways from each company visit:
1. CNN Politics: Adapt to change and flourish
One of the most interesting visits of the D.C. leg of the trip was our visit to the CNN Washington Bureau. I did not expect to see so many young professionals working there, but it gave me hope for finding a job in what many are calling a "dying field" (which, by the way, is untrue). The ladies with whom we spoke were big on using criticism to their advantage (CNN, of course, is our President's public enemy #1). Other great advice from CNN included finding a hobby separate from work, producing and sharing "real" news and pitching ideas even if there's a chance of rejection.
2. FleishmanHillard: Hone your skills
Many tips were given at this visit, but the major theme of each speaker's message seemed to be sharpening the skills that are universally valuable in every workplace. This means "hard" tech-related skills such as coding, Microsoft Excel and social media as well as "soft" skills like working hard, being positive and volunteering for every possible opportunity.
3. Purple Strategies: Audience is key
Here, we became familiar with some of the firm's most prominent client case studies (including great work with McDonald's and BP, two of the most controversial American companies). Amazingly, branding and traditional media relations are very small pieces of the Purple Strategies pie. Instead, the firm focuses heavily on the importance of behavior/opinion shaping (reputation management), which involves extensive front-end audience research. Considering one's audience certainly is an important step in any messaging situation.
4. Sen. Scott's Office: Character is king
Meeting S.C. Senator Tim Scott was a real treat. Even though many of us disagree with his political views, we enjoyed witnessing just how down to earth he was. In his talk, he stressed the importance of character over reputation. After all, true success almost always boils down to how "good" (ethical, friendly, approachable) of a person you are.
5. Ketchum: The resume is as important as it sounds
The folks at Ketchum were kind enough to spend time talking to us about job search etiquette. Ketchum's best advice: LinkedIn is the best place to look for jobs, double and triple check your cover letters and resumes, tailor your resume to each position you apply for, have an online portfolio, find a way to be memorable and be prepared to potentially explain each line of your resume.
6. Public Strategies: The country is a mess right now
These guys were pretty dismal about the current state of things. Their advice? Stay informed, brace yourself and hope things get better. On the bright side, they reasoned, we will be better off many years down the road for having struggled through the "Trump Experience."
7. Thomson Reuters: Be a critical thinker
Among the myriad advice given out at Thomson Reuters, I loved this piece most. Every meaningful task (in the fields of English and Communication, especially) involves critical thought. This means questioning authority and never taking information at face value. Other advice from these folks: know your strengths and know that digital evolution is creating an environment that is all the more fast-paced and exciting.
8. Group XP/Brand Union: Tell a story
These two branding agencies were so cool and high-tech. Despite how research-intensive and graphically oriented their work seemed, I found it interesting that their key message was so simple: to tell a great story. Another cool tidbit: one in-depth branding campaign can take over a year to complete. If you want to pursue branding, get ready for a very fun but intense set of challenges.
9. Google: Be "Googley"
Our presenter, Aaron Hite, actually used this word to describe an ideal Google employee. As an enchantingly Googley individual himself, these are the characteristics he said he values most: hunger/hustle, networking skills, a "sales" mindset, soft skills such as leadership and curiosity and an appreciation for numbers.
10. Peppercomm: Have a sense of humor
Peppercomm values humor so much that they train all of their new hires in standup comedy. Believe it or not, the training has fostered an unprecedented sense of confidence in the employees and everyone has more fun because of it. I saw it myself!
11. New York Life: It takes a team
This insurance company manages their wealth of Communication responsibilities in divisions: social media/advertising, content strategy, performance analytics and corporate responsibility. Without the synergy of these four departments, the company's messaging would not be consistent or holistic enough.
12. Time, Inc.: Keep your head up
Perhaps the most sentimental visit was to Time, Inc. (which, of course, produces publications such as Time Magazine, Sports Illustrated, Fortune Magazine and others). The leaders of the company's Communication department encouraged us to be excited for the occasionally daunting changes happening in the world of media. One more thing: READ. THE. NEWS. And read in general.
By the way, tears did ensue. Not only was the visit to Time, Inc. a real-life embodiment of the historic print to digital shift we're experiencing, but it was also our last stop on the Spring Break trip. We were all feeling tired, happy, cranky and overwhelmed with gratitude all at once.
I will remember the advice I've gathered from each of these wonderful companies forever, and I hope it's of use to you, too.
