If you’ve ever had an opportunity to attend a conference come your way and turned it down, thinking, “This isn’t directly related to what I do, what will I gain from it?”… read on.
I’ve been out for the last few days, attending (and speaking at) the 2012 PRSA Counselors Academy in New Orleans. This was my first time attending this conference, which is geared towards PR agency owners, providing a forum for them to share and learn from each other, not just from a professional development point of view, but from a business development and profitability point of view.
(That’s Derek Skaletsky of Traackr, Gini Dietrich and Johna Burke of BurrellesLuce, in my breakout session.)
So I didn’t know what to expect when Martin Waxman, co-chair of this year’s Academy, urged Pierre-Loic Assayag of Traackr (necessary disclosures: I was a beta user of Traackr, have built one of their showcased Alpha-lists, love their service, and participated in their first certification program last week, for which – and only which – I was personally compensated) and I to submit a proposal to speak.
And given the extreme changes that my own career has taken, I wasn’t sure if what I could offer would be of use to the attendees.
And, quite frankly, if what they could offer would be of use to me and my employer. ‘Cos whatever I do now is no longer about just its value to me; it’s got to be of value to my employer… right?
Boy, was I wrong.
Though I was a newbie to the conference, I can’t tell you how welcome and at-home every single person I met made me feel.
I did have the advantage of already knowing wonderful people like Martin, Joe Thornley, Gini Dietrich, Lisa Gerber (we’re Bootcamp Buddies too!), Dana Hughens, Abbie Fink, Johna Burke and Ken Jacobs (first time meeting IRL!), who went out of their way to make me feel at home.
And if working together, with laptops and mimosas on a Sunday afternoon won’t do that, I don’t know what will.
Over and above that, I can’t tell you how many people I met with whom conversations went something like this:
“I’m ___________.”
“So nice to meet you, I’m Shonali.”
“Oh, you’re Shonali! It’s so nice to actually meet you after connecting on Twitter!”
Or:
“I’m ___________.”
“So nice to meet you, I’m Shonali.”
“Is this your first Counselors, Shonali? It is? Welcome! Tell me more about yourself!”
And so on, etcetera, etcetera, etcetera.
I caught up with Marcus Sheridan (and does he know how to give a keynote, I’m telling you, hire him for your gig this instant), Jay Baer and His Lovely Wife (whom I will not name, in case she’d prefer I didn’t) and got to experience New Orleans after quite a few years.
(Remind me, some time, to tell you the story of how Gini and I collapsed with laughter when a group of us were returning to our hotel from dinner via Bourbon Street, and we saw the best character… who was just being himself … in a ballet leotard… and fishnets… and platforms I’d die for).
I got to meet, as colleagues in the greater MSL Group, Mark McClennan (an SVP at Schwartz MSL in Boston, who I already knew because of social media, and Joan Cetera, an SVP at MSL Chicago). It was a really good feeling, to “represent,” as it were, and to have colleagues to chat with, and to learn from.
Learning. I learned so much.
From Marcus, not just on content marketing, but on how to wake an audience up with a smart presentation style.
From Jay, on how to roll with the punches (his flight was delayed, so the keynote that he and Gini were doing was rearranged so that we actually, er, had a keynote) yet deliver a message in compelling and humorous style.
From Gini, on grace, kindness (she cited Waxing UnLyrical and me not once, but twice during her keynote!), and so, so much more.
From Joe, on how to energize an army of entrepreneurs to build your business… and I can’t tell you how relevant that is to me, at we at MSL Washington DC seek to do just that.
From Elise Mitchell, who presented an energizing, emotional “solo Jazz” keynote on Day 2, reflecting on what it’s taken her to grow her business to the point where her firm has started raking in all sorts of national awards, inspiring the rest of us to never give up.
From Johna, and Colleen Flood, and Martin, and Ken, and Roger Friedensen, and Derek Skaletsky, who took the time to sit in on Pierre’s and my presentation, that once you’ve built your village, they will come out to support you, even if they’ve seen you do it a bunch of times before (and even if they do it with these really silly-yet-funny gizmos that make a bunch of different sounds to add, er, color, to your presentation).
I went to CA because I was committed to doing so before I started my new gig.
I returned from CA reminded of the power of connection, of ideas, of people.
And if I’d simply said, “This doesn’t look like there’s enough in it for me,” I probably wouldn’t have gone, or gained, as much as I did.
And MSL wouldn’t have gained, in the long term, what it will, simply because I (and Mark, and Joan) were there.
I’m not one to shy away from risks, but boy, did I learn, or re-learn, this lesson big time this past weekend.
So the next time you’re presented with this kind of opportunity, don’t shy away from it. Go for it. And I’m 99% sure (hey, a lady reserves the right to change her mind) you won’t regret it.
How about you? Do you remember a time where you went, perhaps half-heartedly, to an event, out of obligation, only to find it was like breathing pure oxygen? Did it change you? Do share!
[…] was reminded of this when I did just that this past week in New Orleans (that’s where PRSA’s Counselors Academy took place), and […]
Hi @Shonali … Just trying to catch up, in other words in my better-late-than-never mode and I wanted to say thanks so much for the shout-out, the kind words, for saying yes to Counselors and taking the time to present! I’m so glad you got to experience CA – and share your POV.
Planning the conference was a lot of work – we all need a non-paid extra job :) – and I’d do it again at the drop of a hat because Counselors is a remarkable experience and one where I always learn, expand my horizons and meet new friends.
@martinwaxman You did an amazing job. No, an AMAZING job – huge kudos. And talk about “better late than never”… look at how long it’s taken me to get back here!
Thanks so much, Martin – for everything. You rock.
@Shonali Thanks so much. You made my day! And… as far as the response, that’s par for the agency course. I’m so glad you were able to take part. And thanks for the great presentation!
Shonali, meeting you IRL was one of this CAPRSA’s highlights, as was spending time with my bosses, @ginidietrich and @Lisa Gerber
@KensViews It was terrific to meet you too! But why, oh why, did we have to get stuck in a vinyl placemat?! @ginidietrich @Lisa Gerber
@Shonali @ginidietrich @Lisa Gerber Shoot, my new business venture is out of the bag: ShoKenGin’s Kosher Indian Vegetarian Diner and Social Media Cafe!
[…] Marketing in the Round with Gini Dietrich May 15th, 2012 | Shonali Burke | 0 Comments TweetSo, you know how I was in New Orleans last week for Counselors Academy? […]
[…] was reminded of this when I did just that this past week in New Orleans (that’s where PRSA’s Counselors Academy took place), and oh… The […]
This is brilliant @Shonali . Honestly, the best part of my time in NY has been going to EVERY possible conference/event I can. More than opening my mind to new approaches/platforms/case studies and best practices, I have been exposed to such a myriad of wonderful and talented individuals from all areas. These people have the ability to constantly challenge the way you think and approach life and what you do- and I believe that I’m a better person for it. It’s not easy to throw yourself into a room full of strangers- but as you say, it’s an opportunity. As a young communication pro, I now make it my mantra to go to as many events and meetups as possible- and hope that others do too. It’s all part of the rich tapestry of life- both personally and professionally. Thanks again for sharing your experience! – Jamie
@JGarant You’re like a sponge, in the best way possible. And you have such excitement for our field, it’s just wonderful to be a part of that. I’m so glad you’re having fun in NYC!
About four years ago, I decided I wasn’t going to attend Counselors Academy because of financials and the need to be in the office and show my face rather than gallivanting off to Palm Springs. Ken Jacobs called me and pretty much said if I didn’t go, he’d disown me. So I caved to peer pressure and I went. And boy am I glad I did. Without it I wouldn’t have met newbie Lisa Gerber and things at Arment Dietrich and Spin Sucks may have changed course forever.
This year, other than the keynote, I was grateful to be there to be able to spend more than 10 minutes with you, Ken, Pierre, Derek, Martin, Joe, Dana, Abbie, Tom, George, Mark, Marcus, Indra, and so many others.
Love you!
@ginidietrich You’ve known kensviews for that long? Wow. I remember you telling me (or was it lisagerber ?) that you’d both met there and it was life-changing for both of you.
Love you and MISS YOU TOO!!!
Btw – LISA – happy birthday!!!!
@Shonali @ginidietrich @kensviews @lisagerber Attending Counselors for the first time was a BIG decision for me in terms of both financial an time investment. I had no idea I is get anything out of it and it was a big risk. Now, it’s a no-brained. I think of it as therapy for agency leaders. There is nothing like Ron surrounded by peers who understand exactly what we are all dealing with on a day to say basis. These people have become my closest friends, confidants, an advisors. AND I met Gini Dietrich! And threw everything up in the air to see where it would land. :)
@Lisa Gerber “Therapy for agency leaders.” I love it! Well, you certainly landed on your feet, didn’t you? And I’m so glad @ginidietrich caught you, else *I* might never have met you! @kensviews
@Shonali @ginidietrich @kensviews Wow – I typed that comment on my phone. As I’m sure you can tell, now that I see all the typos.
@Lisa Gerber @Shonali @ginidietrich You mean you didn’t intend to say “I is get anything out of it”? I thought you were just writing like you speak!
@Shonali Yes, knowing me has changed @ginidietrich ‘s life, and for the better. I’ll never forget it. I was a young college student, attending my first CAPRSA, and Gini was on a panel called “What Is This Thing Called Social Media” After the session, I explained to her what social media was, and the rest, as they say, is history!
@KensViews Isn’t that particular history book still being written? :p @ginidietrich
@Shonali @ginidietrich Indeed it is. Just yesterday I posted a comment on Gini’s FB status update with a true definition of the word “excitement” BTW, who do you think really came up with the concept of “Marketing In The Round’? C’est moi!
@ginidietrich In other words, you owe me a finder’s fee for helping you find @Lisa Gerber Shall I invoice you?
@ginidietrich In other words, you owe me a nice fat finder’s fee for helping you find @Lisa Gerber Shall I invoice you?
Sounds like a great time was had by all; sometimes the people at the event help make it special. Sounds like this was certainly the case here.
@bdorman264 It definitely was. There was a great vibe right from the start, and I wonder if that was partly because it’s a relatively small conference – I think 120 attendees. So it gives you the chance of actually talking to and getting to know quite a few of them, as opposed to the conferences that are 2k+ – 3k+ attendees…
This rings true in so many ways, Shonali. Not only do I myself “dive into the deep end” more and more often by attending events or taking part in activities that on the surface appear not to offer much more than a trace of value, but I encourage my students to do the same. And I/they benefit each and every time from the experience.
You’re absolutely correct in saying that the connections made through networking events, professional (our own and others’) programs, and the various and sundry opportunities in between have the potential for developing into one of a myriad of possibilities…job offer, new business opportunity, new friendship…
Great observations as always!
@KirkHazlett Even though I only met you IRL last year, I can totally seeing you do this – and you have such great energy while doing so too! Thank you, my friend!
I love Nawlin’s!
I agree with your post @shonali there are tons of advertising conferences I would love to go to just to network. Most are really costly from $700 to a few grand just for the pass. But some are free with only distance being an issue and me not able to afford travel at this time. But in person connecting is very valuable. And occasionally there are talks that are worth attending too 8)
@shonali @ginidietrich OMG so funny everyone has a MAC in that photo. Talk about stereotyped. When they film American Pie the PRSA edition that will be a very funny scene.
@HowieSPM I know, isn’t that great?! blah2voila took a photo of us as well! @ginidietrich
@HowieSPM Totally agree – especially when you get to a certain point, you do wonder if the content will grab you and if it’s more about the connections you’ll make. I’m very happy to say that in this case, both content AND connections were valuable!
Wish I was there with you. Sounds like a terrific event. Would be a bit awkward as an outsider with no formal PR training. Still, sounds like a wonderful time to me. Glad you enjoyed it!
@Sean McGinnis no way next year we go just for the booze and to catcall @ginidietrich when she speaks then hold up a lit lighter demanding an encore!
@HowieSPM Ha! Be careful; @ginidietrich and martinwaxman bought these gizmos that make funny noises, so who knows what YOUR funny noise would be! @Sean McGinnis
@Sean McGinnis I don’t think you’d have felt awkward at all. There are so many people who come into, and are successful at, PR as a career … er, me, for example! Yes, I’ve made it a point to work hard and learn, but my education was economics and theater, remember? And because it focused so much on the business aspects, it was quite tremendous.
Also, you’d already have known so many people there… they’d have made you feel quite at home!
I’m so glad you had such a great time. I’m just jealous I couldn’t be there because I would’ve loved to see that leopard leotard character that brought you and Gini to tears. Anyone in public in leopard leotard and platforms is so my kind of person ;)
@rachaelseda OMG, he was hilarious. ginidietrich did a terrific impression of him too. It was a black ballet leotard, though, but still…!
What a great wrap-up post of Counselors Academy Shonali :) Like you, I hadn’t been to this show, but was really blown away with the true relationships and connections that were with this group of 100+ people. It was truly a rewarding and refreshing experience for me to be a part of.
And I can’t thank you enough for your kind words!! :-)
Continued success with you new adventures Shonali!!
Marcus
@Marcus_Sheridan They may be kind words, but they’re true. I hadn’t seen you present, as you know, and you were just terrific. I think you woke everyone up too, ha!
And thank YOU for your good wishes, Marcus!