JobTalk with a PR strategist
JobTalk with a PR strategist
Name/age: Brian Cockman, 32
Occupation: Public relations strategist (executive vice president)
Employer: Broach and Company (advertising, public relations and marketing)
Years in field: Eight
Salary range: Executive vice president salaries range from $75,000 to $80,000, but are well into six figures depending on the size, location and specialization of the firm. (Source: Employment Security Commission)
What does your job entail?
Working with a boutique agency allows me the opportunity to wear a couple different hats. First and foremost, I assist our team with new business development and strategy. I meet with prospective clients to listen to their needs, develop a plan to maximize their opportunities in the marketplace and then present this information to them. Second, I build relationships with key stakeholders and the trade/business media to ensure my clients gain maximum brand exposure. In a nutshell, I manage brands and develop strategy to effectively promote those brands.
How did you become involved in this line of work?
After graduate school, I wanted to work in communications or marketing for a nonprofit. Luckily I landed a job at the Greensboro Chamber of Commerce as its communications coordinator, where I received training in marketing, advertising and public relations. My former boss at the chamber, Sonya Conway, taught me that it’s not enough to communicate; you have to communicate effectively by placing the right message in front of the right people at the right time for it to mean anything.
What training or education is required?
Today’s PR executive needs at least a four-year degree and superior skill sets in writing, research and strategic planning. Fluency in a foreign language is also in demand as globalization continues to make our world a smaller place. Additionally, a strong business acumen learned through education or on-the-job training is beneficial as employers seek those who have an entrepreneurial spirit and can generate new business opportunities. In addition, you must commit yourself to professional development and stay ahead of the game by interpreting trends.
What does it take to do your job successfully?
You have to truly listen to what your clients are saying in order to give constructive feedback and provide strategic counsel. Don’t anticipate what your clients will ask or form your answer while they’re still talking. By listening, you can deliver stellar PR initiatives that are beyond your client’s expectations. Multitasking and excellent time management skills are also necessary.
What’s most challenging about your job?
Without a doubt, today’s economy and how to measure a client’s return on investment (ROI). It may seem counterintuitive to think big rather than small as clients cut budgets, but PR professionals everywhere need to put some “oomph” in their work plans and go for the gusto. Now more than ever, it’s important to show clients how we as PR practitioners add value to a client’s products, services, ideas or people.
What is most rewarding?
There’s nothing more gratifying than to see a client truly happy and appreciative of the work our firm has done. I am very lucky to have great clients and the unyielding support of our firm’s principal, Allen Broach. This combination allows me the opportunity to push the envelope and create fresh, new ideas for our clients.
Any advice for someone interested?
Establish a network by joining professional organizations, alumni networks, nonprofit boards or social clubs. If you’re in college, nothing beats on-the-job training, so an internship will give you an edge and perhaps lead to employment after graduation. Above all else, find a good mentor who is a seasoned professional and is trustworthy and dependable. A mentor will prove to be invaluable throughout your career.
Every two weeks, Job Talk highlights a different job in the Triad area from those who actually do them. Interested in participating or have a suggestion for a job you’d like us to feature? Contact Patrick Collins at 412-5934 or patrick.collins@news-record.com.
JobTalk: Brian Cockman
Brian Cockman, executive vice president of Broach and Company in his office in downtown Greensboro.
Nancy Sidelinger Special Sections Photographer
