Drawing from his more than 30 years of marketing communications experience at such major companies as the Hyatt Corporation, CareAmerica (now part of Blue Shield of CA) and UniHealth, Ross talked about the important roles of public relations, marketing and branding.
He provided rich examples on how the three roles all need to work together to send memorable and consistent messages to an organization's many internal and external constituencies.
Ross also discussed how PR executives are really tested when crises occur and fielded a number of student questions.
Too often these roles aren't coordinated and the result is an organization that appears disjointed and out of touch.
ReplyDeleteGreat that your students got to hear from someone who could share real world experience and not just theory. Sounds like the topics Ross discussed are many of the fundamentals new graduates will need to know as they enter the workforce.
ReplyDeleteHe and his team are among the VERY best; excellent call to expose your students to this gifted, experienced practitioner.
ReplyDeleteHail to Ritch for bringing the best the boardroom and beyond have to offer to us ordinary folks!
ReplyDeleteKevin Ross exemplifies the importance behind how to effectively market a product primarily through the importance of creating an effective public relations (PR) campaign. The three factors that he pointed out to be the most important were to define your audience, message, and medium for conveying your message. Ross has shown how attention to detail in these three areas has paid off and made his company as successful as possible.
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