Marketing Specialist Stresses Networking

Katherine Helms
khlems@smu.edu

SMU students congregated to listen as Melissa Anderson, marketing and communications specialist for Susan G. Komen For The Cure, discussed the importance of media relations, in particular media measurement and analysis, hosted by the Public Relations Student Society of America on Wednesday Nov. 18.

PRSSA has chapters across America, 17 in Texas alone. The national organization gives students the ability to network with professionals in the public relations field.

Anderson graduated from SMU with a degree in Corporate Communications and Affairs. Since then she has worked at prestige public relations firms such as Porter Novelli and Fleishman-Hillard.

After finding her way back to Texas, she engaged in a two-month job search, which ended when she landed a job at Komen. Anderson reiterated a message many professors drill into their student’s heads, the importance of networking.

“Network, network, network,” said Anderson who realizes she is where she is today partly due to connections she has made.

The networking obviously paid off because she is now working for the worlds largest and most progressive grassroots network. Part of her job is keeping the marketing team up to speed with the non-profits exposure in the media. Since the organization is dedicated to finding a cure for breast cancer, October, National Breast Cancer Awareness Month, stays busy. Thankfully, their team stretches far beyond Dallas.

“Internally we are only about eight people, but really our team is comprised of hundreds of people,” said Anderson.

The organization, which is headquartered in Dallas, relies heavily on affiliates across the globe to spread the word and raise awareness about the non-profit. In October alone the non-profit appeared in numerous magazines, ranging from SHAPE to Ebony, as well as shows such as Ellen, Martha Stewart, and The Biggest Loser.

In order to keep track of all of their appearances in the media, Komen depends significantly on vendors to gather the information. After the information is gathered, Anderson reports back to her team so that they can evaluate where they stand and where to go next.

Unlike in the past, Anderson has not had to beg media outlets for coverage; instead people beg to cover Komen.

“I feel like I am at the peak of my career. I’m not beating people’s doors down. They are beating mine down. People love Susan G. Komen,” said Anderson.

Maggie Easterlin, a senior Corporate Communications and Affairs major, explains how valuable her involvement with PRSSA has been. While she has learned the foundations of communications in the classroom, the speakers bring the information to life.

“I think speakers are an invaluable part of the learning experience,” said Easterlin.

Anderson urged students to look for internships. Not only do internships provide students with connections, but also with skills that cannot be taught in the classroom.