Brodrick Sees "More Need Than Ever For Great Communication"

ATHENS, Ga.—“In the years ahead, there is more need than ever for great communication, but the delivery mechanisms are in flux,” Brian Brodrick, of communications agency Jackson Spalding, said as he spoke to a group of 92 PRSSA members Wednesday night in the Miller Student Learning Center.

Brodrick has worked for Jackson Spalding, the second biggest communications agency in Atlanta, for a little over 11 years. He helped to establish the agency’s Athens office in 2004, and now oversees all business operations there.

According to Brodrick, the public relations business is changing dramatically. He cited the way the presidential candidates conducted their campaigns as one example of this shifting climate.

“What struck me was Obama’s brand,” Brodrick said. “He marketed himself like a corporation.”

One member of the audience, Justin Pettigrew, showed his agreement with Brodrick’s statement in the middle of the presentation, since Brodrick encouraged audience members to speak up during his talk to establish an interactive format.

“The candidates looked at it in a new and smart way,” Pettigrew said.

In such a rapidly changing industry, Brodrick offered several pieces of advice to students who were seeking to stand out above the noise. This included having an extensive knowledge on subjects other than public relations—such as politics, business, culture, and marketing. Strong writing skills paired with good grammar and a familiarity with AP style was cited as a second way to stand out. A third and final piece of advice was to have experience and a willingness to learn. Internships are important, he said, along with a comprehension of new media.

Brodrick explained that one way Jackson Spalding discovers the truly good writers from the mediocre is through conducting a writing test on applicants. The test consists of writing a pitch, a press release, and explaining how you would communicate for a client in a proposed situation. It not only tests for the quality of the work, but also for the fundamentals of AP style and correct grammar.

April Keefe, a junior from Albany, GA majoring in Consumer Journalism, was surprised by the fact that employers conducted writing tests.

“I have never heard of a writing test before, so it’s good to know people actually do that,” Keefe said.

The President of PRSSA, Stephanie Perrett, was not surprised by this at all. She said she has even been tested by employers on her media knowledge, with questions about news anchors and their stations, national publications, local publications, and trade publications.

Other characteristics that Brodrick found important in potential public relations professionals included having a can-do attitude and being polished. A unique and comprehensive understanding of the industry was also important, as you should be able to answer questions about the direction of the industry, what is happening to newspapers, and how to communicate with publics that are moving forward.

When on the job hunt, Brodrick suggested that picking up the phone and not typing an e-mail would be more effective in landing an interview.

“Employers get so many e-mails everyday that a phone call is a welcome relief,” he said.

Katherine Strate, a senior Public Relations major from Morristown, TN, was successful with her job hunt by landing an internship with Jackson Spalding. Nonetheless, she had to learn the hard way most of the advice that Brodrick gave during his talk.

“He said stuff I wish he would’ve talked about when I was here,” Strate said, remembering when she was a young student, oblivious to pointers like those offered by Brodrick.

One last tip from Brodrick was to “get journalism experience”. Knowing the tricks journalists employ behind the camera and knowing how to conduct yourself when on camera is vitally important to success in the public relations field, he said.

Brodrick works alongside four other people at the Jackson Spalding Athens office with clients such as Athens Regional Medical Center, Locos Grill and Pub, and the University of Georgia.