RATIONAL. Roles and Responsibilities Social media content creation AP style Writing press materials Industry Research

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1 Britney Hayes I ve always been interested in the public relations and advertising fields, and I m looking to use my writing skills to help brands. Decision Maker: Aspiring Public Relations Professional Age 21 ABOUT About Britney An incoming college senior who is double majoring in Public Relations and English. She is very organized and a go-getter. Britney is addicted to social media and Diet Coke. In her intern search she is looking to work in advertising at an agency where she is passionate about the client work. At school Britney was Vice President of her Public Relations Student Society of America (PRSSA) chapter, and co-chair of media relations for Dance Marathon. RATIONAL Roles and Responsibilities Social media content creation AP style Writing press materials Industry Research Wants/Needs from a Internship Real-world experience Networking opportunities Further her professional skills The Rational Driver To get an internship that will give her the experience needed to further her skills that will prepare her for after college. 1 EMOTIONAL Personal Motivations To obtain a job that gives her the experience and connections she needs to start her career An internship with adequate work-life balance, so she can still have a personal life on the weekends What Keeps Her Up at Night Not being qualified Working for a company she is not interested in Creating a relationship with fellow employees The Emotional Driver As an individual she is very driven and wants to get a head start on her career path to make sure she is truly passionate about the public relations profession before graduating college.

2 Aspiring Public Relations Professional: INFORMATION CONSUMPTION TV SOCIAL MEDIA Social Media Social Channels Social Media Activity Updates status daily Posts pictures Visits friend s and businesses profile/page Peers DIGITAL PRINT ONLINE College Resources Thought Leadership The Skimm AdWeek Ad Age PR Daily PR Week Buzzfeed Elite Daily Mashable Refinery 29 Online Activities Reads blogs about the latest trends Watches TV Uses social media to stay informed on news Stays in touch with friends Television Internet PEER INFLUENCE COLLEGE RESOURCES I gained so much realworld experience through client projects. I finally learned how to use Cision; we never use it in class People in the office actually hung out after work so I got to know people from other departments. College Counselor Career Center 2016 gyro. 2

3 Allison Parks I had a job at an big advertising agency right out of school, but I disliked working in a large agency it was so corporate. Decision Maker: Junior Level Account Manger Age 23 ABOUT About Allison She is in the middle of a career transition. As a recent college graduate she took the first job offer she received right out of school. As an entry-level employee she found herself doing tasks that a intern could be doing. Working with consumer clients was on of her goals in college but she found the campaigns to be a little repetitive. In her free time she runs her own blog and explores the city for new restaurants and shops. RATIONAL Roles and Responsibilities Managing client relationship Tracking analytics Strong written and verbal communication skills Budgeting Wants/Needs from a Internship Further her professional skills Work with a variety of clients Create a relationship with her co workers EMOTIONAL Personal Motivations To get a job that has the potential for growth Be passionate about the work she is doing What Keeps Her Up at Night Being a pawn on the corporate ladder Not wanting to go to work everyday Her work-life balance The Emotional Driver The Rational Driver She hopes to find a job that challenges her, and work with clients is interested. 3 As an individual her passion for the advertising industry has diminished because of her job. She thinks that all agencies are run pretty similar and unless you are an upper level employee you don t have much say.

4 Junior Level Account Manger: INFORMATION CONSUMPTION TV SOCIAL MEDIA Social Media Social Channels Social Media Activity Updates status biweekly Posts pictures Visits friend s and businesses profile/page Peers Thought Leadership Television Internet The NewYork Times AdWeek Ad Age Mashable DIGITAL PRINT Wall Street Journal Refinery 29 Associated Press Online Activities ONLINE Reads blogs about the latest trends Updates her own blog Watches TV Uses social media to stay informed on news Stays in touch with friends Read online newspapers and magazines PEER INFLUENCE Sitting on meetings with senior management has helped me to learn a lot. Our work outing and happy hours have helped me to form friendships with everyone in the office. I love my job because it challenges me to think outside of the box to take my clients campaigns to the next level gyro. 4

5 Sean Bender Decision Maker: Recent Portfolio School Graduate Age 22 All I want is a company with cool people that makes cool stuff. ABOUT RATIONAL Roles and Responsibilities About Theo As a recent graduate he isn t very sure of what to expect from the real world. In portfolio school he was use to working with highly experienced professors that let students be in charge of their projects vision, but are there to give them feedback along the way. He doesn t believe that corporate culture is a place he would thrive. His favorite mode of transportation is his skateboard and he is always doodling in his notebook. Proficient in Adobe Creative Suite products Knowledge of design trends Video, photography and drawing skills Wants/Needs from a Internship Working with a variety of clients A company that is doing award winning work The Rational Driver He hopes to be given a variety of tasks that will help build his portfolio. In his first job he wants to be given creative power to work on his own projects, while still receiving feedback to help 5 further his skills. EMOTIONAL Personal Motivations Gain work for his portfolio Create innovative designs Looking for a relaxed work environment What Keeps Him Up at Night Not working for a large corporate company Creating a relationship with fellow employees Being forced to do uninspiring work The Emotional Driver As an individual he does not believe in corporate culture. He feels that his best work is developed on his own time, and being told to make logos and banners because a client wants to would turn him off from a future career.

6 Recent Portfolio School Graduate: INFORMATION CONSUMPTION TV SOCIAL MEDIA Social Media Social Channels Social Media Activity Updates status biweekly Posts pictures Visits friend s profile/page Shares inspiring designs Peers DIGITAL PRINT ONLINE College Resources Thought Leadership Designspiration Demiked Eye of Design Bored Panda Ad Week Ad Age Hittster Buzzfeed Online Activities Reads blogs about latest trends Watches videos Uses social media for design inspirations Television Internet PEER INFLUENCE COLLEGE RESOURCES I love the freedom my company gives me on projects My relaxed office culture is perfect no one really cares when I come in as long as I get my work done. This office had such a strict dress code it was awful. College Counselor Career Center Portfolio Showing 2016 gyro. 6