Marketing Communications Today is a resource for marketing communications
professionals filled with industry research, marketing trends, and career
information about integrated marketing and data-driven communications.
Fueled by the academic innovation coming out of WVU’s own Integrated Marketing
Communications, Data Marketing Communications and Digital Marketing Communications
programs, these articles will provide both aspiring learners and seasoned
marketing professionals with better insights into what’s now and what’s
next in marketing and communications.
With the changes in digital consumption behaviors and the rise in social justice,
how do marketers reach a younger audience while also bringing light to what needs
addressed in this critical time? Join Eric SanInocencio, Associate Commissioner
of Strategic Digital Media, as he discusses successful tactics used by the
ACC and how the industry is addressing social justice in 2020.
Amy Teller: In terms of digital marketing, what have been one of the most
successful strategies you have seen since the beginning of the pandemic?
Public Relations Student Society of America National Committee members and undergraduate
PR student, Zane Landin, will discuss how young professionals are breaking into
the marketing communications industry and adapting during these times. Zane will
be discussing how young pros can stand out, contribute to the evolution of traditional
ideas of marketing, and overcome obstacles in professional development in the face
of COVID-19.
Matthew Cummings: I >would imagine in your role as VP of career services for PRSSA, that it comes with
a mix of working with students so they can ready themselves for a long career
in this field, but also advocating for students. What do you think is unique
about young people, and what they bring to the table as they're entering the
field that employers should really be excited about?
Each semester the WVU Marketing Communications program is excited to welcome a new
group of individuals into the MCNetwork. The WVU Marketing Communications graduate
student population consistently varies in their levels of experience and expertise,
with some just completing their undergraduate studies to those holding senior-leadership
positions at the worlds most elite agencies and brands. Each students brings unique
style and perspective to the program.
Meet some of the students who will be joining the WVU Marketing Communications
Network in the early fall semester:
COVID-19 has forced marketing teams to rapidly adapt their communication and operational
strategies to a work from home environment. With these highly collaborative teams
forced to adapt to virtual methods how do they preserve productivity and inspire
creativity? Join special guest Xenia Muntean, CEO of Planable, for a discussion
about how effective teams are overcoming obstacles and achieving great success
in a world of forced innovation and adaption.
Cyndi Greenglass: Where are you calling in from today?
With the challenges of COVID-19, how do collegiate sports continue to promote their
brand while pivoting to virtual options? Now more than ever, marketers are needed
to be agile, keep fans engaged and keep the traditions alive. Join special guests
Jenn Cartmille, Director of Marketing, Greater Columbus Sports Commission and Eric
SanInocencio, Associate Commissioner of Strategic Digital Media, Atlantic Coast
Conference, moderated by Bill Nevin, Assistant Vice President of Communications
for the WVU Foundation as they discuss how NCAA-20 has been affected by COVID-19.
Bill Nevin: How are you and your marketing teams adjusting to this
"new normal?"
Jenn Cartmille: I almost feel like we need to wipe "new normal" and
just call it normal. I don't think sports are ever going to look quite the same.
I don't know what they will look like, but I have this gut feeling. I have been
talking to some of our institutions about whether normal will include fans in the
stands, or if it will be a little different. We are used to things being so calculated,
as a strategic department, and things just can't be that way anymore.
COVID-19 has caused many colleges, universities and event K-12 schools to transition
to fully-online learning. For WVU Marketing Communications students this new
idea of online learning is nothing out of the ordinary, but can be difficult for
those just beginning their first courses.
If you are still adjusting to the online learning format, or looking for ways to
enhance your virtual education experience, here are a few tips:
The ability to integrate different viewpoints enhances creativity or brings a creative
solution to a problem. But why is it more relevant today? The world is way more
diverse today, and the need to gauge the various groups’ dynamics is by building
a team that has a better understanding of the mindsets. Crafting messages and setting
a tone that resonates with these groups are no more an option.
Michael Lynch: Why is building a diverse marketing team so important?
Mahua Chatterjee: I think one of the first considerations that we really need to understand here is
the social media scenario today. Campaigns nowadays are constantly under public
scrutiny. What years back could have easily slipped through, today, end up being
viral in a matter of a few seconds. Having that right mix of marketers from different
backgrounds definitely helps get the right perspective on the table and understanding
of different communities and groups also becomes relevant that way.
It’s a competitive field – no doubt about it. Beyond just growing your network, creating a job search (or
professional development) strategy and being an excellent communicator, what tried-and-true
skills will help you be highly successful in a PR career?
Here’s my best advice, informed by my experience: While this isn’t a comprehensive
list of tips, these are four (sometimes less obvious) principles that will help
you distinguish yourself in this field.
1. Identify a handful of people who have the job you want.
In the immortal words of Charles Dickens, "It was the best of times, it was the
worst of times." Covid-19 is challenging businesses and careers at an unprecedented
rate. Organizations are transforming to meet previously unfathomable needs of
their stakeholders. New skillsets are required to deliver experiences in a virtual
world. How are you responding to all these changes? Whether you are a seasoned
professional or early in your career, what your business and personal brand project
will determine if this is the best or worst of times for you.
Whitney Drake: How should brands adapt to stay relevant with their stakeholders
during times of drastic change such as COVID-19?
