The conference officially came to a close this morning with a farewell breakfast and closing remarks. It really is a bummer having tis experience come to an end.

As far as the Orlando experience went for the UVU crew, I played the part of chauffeur. I took a group of students over to Universal Studios in the morning and then another group closer to noon. I helped Henry Cervera chase after a lost debit card before making a pick up from Universal Studios. I then returned to the hotel for a quick nap until it was time to pick up the last group. It was fun driving a massive 15 passenger van in an unfamiliar city (I’m actually serious even though that sentence sounds sarcastic).

We regrouped and enjoyed a dip in the pool and then went out to dinner as a group to the local Waffle House. The food was great, the quality was amazing, and the staff was so friendly.

It is sad sitting here in the hotel lobby writing this knowing that our time together as a group is coming to an end. Its neat to see how a group of relative strangers come together to learn and grow. These people around me don’t realize it but I see them as my friends, my peers, and my colleagues I’m excited to see the amzing careers that are waiting for each of them.

Our final day of conference started out for me with a career development workshop. Multiple sponsers from graduate schools, PR agencies, and conference/industry sponsors set up tables in an attempt to vie for our attention. While most of those in attendance lined up to nervously ask a few questions and hand their resume off with a wish and a prayer I encouraged those in my chapter to ask the more pertinant questions (i.e why should I come work for you? Or What makes your agency different from the others?). I was proud of them for getting in there and asking the right questions.

Following the career exhibition I attended my last real session of the conference presented by Steven Behm from Edelman Public Relations. He spoke to us about the changes taking place in the PR industry and the steps we need to take to remain current. He talked about the need for constant innovation and for us to be aware of changes within technologies and social media.

Since there was still a few hours till our awards dinner and most of us had skipped both breakfast and lunch we went in search of food. I had the opportunity to drive my first 15 passenger van, fun to drive but not fun to park. We grabbed some food at Johnny Rockets and then headed back to get ready for the awards banquet.

While the awards dinner took way too long and we didn’t win any awards the food was good and it was nice to be together at the close of the conference. It was also inspiration for many people in the UVU PRSSA, I hope many of them will persue some of the awards and scholarships available over the coming year.

We ended the night with a trip over to Downtown Disney to enjoy the stores, sights, and atmosphere. It was a fun night. I will include more reflections on the conference as a whole tomorrow.

After an extremely wonderful and refreshing night of sleep I began day number three by attending a joint PRSSA, PRSA session featuring Soledad O’Brian and Peter Diamandis. Soledad talked to us about the storytelling aspect of the documentaries she had made (Black in America, Latino in America) and the importance of getting to know our audiences on a human level. She talked to us about diversity and telling the story of all people, of everyone. She was articulate, charismatic, confident, and above all graceful. She emphasized the need for us to inspire those around us through the messages we send and the stories we tell.

Following her remarks Peter Diamandis, founder of the X Prize talked to us about the work he has done to inspire innovation inside a multitude of industries. He described how the X prize was inspired by history and captured the essence of minimal investment with maximum return. It was particularly fun for many of us from UVU as the majority of the academic mock press releases we have written were on the subject of “Virgin Galactic” and Sir Richard Branson both hevily related to the X Prize.

Returning back to our own conference I attended my favorite session so far entitled “He Said, She Said” Agency vs Corporate PR. Micky Nall, Managing director of Ogilvy Public Relations Worldwide and Kathy Barbour, Communications manager from the Mayo Clinic talked to us about the pros and cons of both Agency and Corporate PR. Two quotes from Mickey that stood out “9 – 6 is the floor not the ceiling” (regarding time spent working at an agency) and referencing Meryl Streep in “The Devil Wears Prada”, “I didn’t think she was that bad”. The major take aways being that agency PR was challenging, fast paced, and rewarding. Kathy talked about the benefits of being the client and contracting out services to people like Mickey. Both speakers were dynamic, confident, and well rounded individuals who I felt gave honest impressions on their various career paths.

Recognizing the fact that I am older than I once was and that I have a family, I still feel that agency PR offers the greatest benefit to me immediately after graduation. It is my hope that I can find an agency to work for where I can hone my skills for a time before ultimately transferring into the corporate world. The transition would mean a slower pace and more stability for my family, it is my belief however that the reward can only come after the foundation and work achieved by time spent with an agency.

To unwind most of our PRSSA chapter capped off the night with a trip to Disney World’s Magic Kingdom to attend “Mickey’s Not So Scary Halloween Party”. While I missed having my wife and kids there I did enjoy the experience.

As with the past two days I felt like its been non stop from one location to the next but I am so happy to be out here taking advantage of this conference.   

After a late night filled with concern for lost technology, I began day number two of the conference with a quick stop at the continental breakfast before heading into the opening session. Craig Dezern, Vice President of Global Public Relations for Disney was our keynote.

Dezern talked to us about his experiences doing PR around the world. Even though his title indicated a focus on global PR he was quick to point out that global PR is a myth. All public relations is local, even though you may be running departments in various different locations its about identifying and connecting with your local audience. He said that while Disney had one of the few truly recognizable global icons (Mickey) adjustments always needed to be made in markets around the world to demonstrate cultural intelligence.

Regarding how to connect with your audience he discussed the need to truly listen. He suggested tapping those with local experience, making observations, asking questions, and looking for cultural connections. Dezern also emphasized the need to keep your focus on one market at a time.

Regarding the messages that you send your audiences he spoke on the need to ask yourself relevant questions. What is interesting to your audience? Where do they live? (more than just geographically) How do they consume media? What makes them unique from others? What unique opportunities may be available?

He finished his remarks by reminding us to avoid common pitfalls that occur when dealing with other cultures and encouraging us to sharpen our skills to become better PR practitioners.

Just when you thought that session was over we began the PRSSA roll call, which to the uninitiated involves the reading of the name of every school with a chapter of PRSSA and the opportunity for them to take 15-20 seconds to yell, sing a song, or cheer. Now that 15-20 seconds isn’t really enforced and many schools stretched it closer to 1-2 minutes. With over many schools here it took quite a while. UVU was well represented with a simply cheer integrating our fight song and some EFY inspired clapping.

I left that session and was invited to attend the PRSSA chapter presidents luncheon sponsored by GM. We enjoyed good food and inspiring remarks on how we could continue to grow into public relations professionals.

The highlight of my afternoon was the chance I had to participate in a resume critique. Members of PRSA attending the PRSA International Conference also here in Orlando met with 50 students chosen at random from our conference to offer advice and insights on our resumes. While I walked away with some sound advice I was also encouraged by how good they said my resume already was. It made me feel like I am on the right track and gave me the courage I need to apply for the jobs I hope to get.

After relaxing for about an hour we met as a chapter to go out to eat dinner at “The House Of Blues”. We enjoyed an excellent dinner and met with a UVU alumni who is doing great things in the PR Industry, Nate Bagley. After dinner we enjoyed the “City Walk” featuring many unique and interesting stores.

It was a great day even though it seemed to provide very little down time. I love how much knowledge and experience can be gained from these conferences. Often times the information isn’t new but the inspiration it provides is so incredibly valuable and the networking opportunity are phenomenal.   

After a semi sleepless night I woke up early to check with the hotel’s lost and found. The wonderful staff renewed my faith in society when they told me my phone had been found.

Life lessons learned as I lamented my lost phone: (my apologies for the alliteration)

1.) If I needed to I could give up my phone, I would miss it… But I could live without it.

2.) I’d rather not live without it.