I wanted to share an excerpt from an article that I helped write as part of a group project a couple years ago when I was a student at Seneca College's Corporate Communications program. The experience was incredible and gave me a great opportunity to speak to some very seasoned and innovative communications specialists. Special shout-out to my homie Nick Poirier who was a tremendous contributor to this project.
I'm competing to win my Dream Job as Endras BMW's Ultimate Blogger. The job, which is highly sought after with about 600 competitors, will find the most capable individual to represent this great organization online. While there are many "bloggers" in the mix, my edge is in understanding what the following article talks about. That all good communicators go above and beyond the call of duty.
*quick note: I've taken out the name of the main interviewee in the article. Their name has been changed to "SM"
Are You Strategically Important?
In a burgeoning public relations field, managers aren't just looking for technicians anymore - they're looking for communicators who can maintain their strategic value by existing outside of the box.
Setting foot inside BMW Canada's headquarters, you get a sense of the corporate image its corporate communications specialist SM works hard to promote. The Whitby-based structure is a modern mesh of glass and buffed stainless steel with sleek leather furniture, giving its layout a certain sophisticated flow. If its whitewashed walls could talk, they would scream out with elements of culture, refinement and forward thinking. The building is on the forefront of contemporary architecture and exudes elements that both define the BMW brand as well as the guiding principles behind how SM does her job.
"I'm always looking at information and asking myself what's best for BMW, the brand, and I'm always cautious of how the brand is being received and portrayed by the public," says SM.
In a headquarters that displays its dynamic personality through its very construct, SM's work ethic is perfectly matched. As the specialist for BMW's business and lifestyle initiatives, SM works on everything from environmental strategy to BMW clothing, to profiling and speech writing for the president. Her duties require her to stay on the cutting edge.
"I'm always thinking of ways to do things differently," says SM. In this way, I've made myself important by having others trust me because I'm always thinking contingency."
SM has made herself important by adding value to what she does.
SM is the definition of an effective communications practitioner. Not only does she mirror her company's progressive attitudes, she actively incorporates them into her daily work ritual. In a profession saturated with technicians, SM is constantly thinking outside of the box to keep her company ahead of the pack and maintain her professional worth in the process.
SM 'gets it.'
The article continues for a few more pages and quotes various experienced PR practitioners including Maril Gagen MacDonald former president of the Arthur W. Page Society and one of the "50 most powerful women in PR" by PR Week, Marion MacKenzie president of CGI Canada, Heather Conway former VP of PR at Alliance Atlantis and Dr. Juan-Carlos Molleda, professor in Department of Public Relations at the University of Florida.
Including the whole article would make for a super long blog post, but to summarize and bring the Ultimate Blogger job into perspective; the ideal candidate will be more than just a blogger for Endras BMW.
The ideal candidate should know the ins and outs of the BMW brand, the history, the culture, as well as be able to navigate and effectively communicate with the organization's different departments. The Ultimate Blogger job isn't just writing blogs about new BMW models, at least it shouldn't be, it's about being a community manager and being passionate about the brand 24/7.
I 'get it.'
Please take a second to help my bid to win this great job. It really is my dream! All you have to do is click the link and click next to my name:
Shawn Hawaii's Endras BMW Ultimate Blogger page
Much love errrbody!!