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.