Culpwrit

For the past 12 years, DePaul University’s MA program in public relations and advertising has showcased the impressive portfolios of its new graduates in a celebration that has evolved into a mini commencement. It is attended by proud parents, fellow students, faculty and Chicago ad and PR professionals – and recruiters. (See related story).

Last week’s event featured an advice-rich keynote by Rana Komar, president of RUTH, the newest division of Daniel J. Edelman Holdings.

As the graduates begin their careers, Rana said the first question they’ll often get from most non-industry people will be: “So, what do you do?” To which you’ll respond, “I’m in communications. You’ll get a look. A pause. And thinly veiled confusion washing over the person’s face.”

Rana said not to take it personally. “It’s hard to soak in that communications is literally the single most critical activity to our society…to people, businesses, communities, companies and brands. It’s the alpha and the omega.

“What you’ll actually spend your career doing is a myriad of activities – crafting narratives that build brands, building bridges to audiences to drive relevance, understanding how to drive someone to change a behavior or think differently. You’ll protect a brand from a crisis or respond in rapid-fire to real-time situations unfolding in social media. You’ll create a campaign that makes a positive impact for a meaningful cause, or a campaign that wins the hearts and minds of everyday folks like you and me. And along the way you’ll learn how fun this all is.

“Communications helps change the world. It changes perceptions. Brings communities together. It gives advocates a voice and corrects misinformation and disinformation. It drives business impact. Protects reputations and builds brands, companies and individual leaders.

“Most of all, communications will build YOU. It will build and shape you as a person, a professional — it’ll build your career, your livelihood and contribute to all aspects of your life.

“Communications is quite simply magic. And what you’ve done these past four years is study the art of magic.

“And that just might be an alternate way to answer the question, “So, what do you do?” Remember at the core of it all, you’re a magician!”

If Only Someone Told Me. . . .

Here are Rana’s five pieces of advice she wishes someone had told her when she graduated:

1. Be curious, always, and be a life-long learner – you might want a break from textbooks and required reading, but any journey to real success requires you to be a lifelong learner. Figure out the formats you love to learn and stay super curious.
2. Ask questions – don’t be afraid of asking questions. The most important one you can ask is WHY? Not just as a reactive question of WHY to glean more information, but proactively asking WHY – why this matters, why this will move audience, why this will succeed, etc.
3. Build yourself a community – otherwise known as a network. Building a network of people from diverse backgrounds and different vocations is a real difference maker in your career – do the work that’s needed to build it. Question – quick show of hands, has anyone here ever heard of the historic figure William Dawes? Has anyone ever heard of the historic figure Paul Revere? There is an amazing case study on the impact of networks. Two men, two different directions riding all night to share news of the British coming…and two completely different results. We literally only know who Paul Revere is because he had a deep, rich, meaningful network, which is what fueled his success. Go home tonight and google it.
4. Find a mentor – if one doesn’t miraculously appear in your world, ask someone to be a mentor. Just ask to grab a cup of coffee and a conversation. Trust me, they won’t mind.
5. Finally stay humble and kind – no matter the success you achieve, the best leaders are also the best of humans. Kindness is not weakness, hubris is weakness. Stay grounded and rooted and don’t forget that uncomfortable feeling you have today about not knowing about the journey ahead and learn to embrace feeling uncomfortable. Also, pay it forward, be good and do something positive every day for yourself and others.

After graduating from Northwestern University, Rana Komar began her career as a marketing assistant at Kohl Children’s Museum in north suburban Chicago before beginning her public relations career that eventually led to becoming North American general manager and President of Weber Shandwick’s Central Region. Last year, she was named President of RUTH, a DJE Holdings division.