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24 Apr 2012

May 2012 Newsletter

May 2012 Newsletter


"Shake Up Your Advertising: If It Ain't Broke, Break It" by Tony Hines from BHW1

Click here to RSVP and pay for this meeting by Friday, April 27th.

May 4, 2012
7:30 a.m. - 9:00 a.m.
Herak Club Room at Gonzaga's McCarthey Athletic Center 
801 N. Cincinnati, Spokane, WA 99201

Everyone knows the tried-and-true rules of marketing. The only problem is: what's tried is no longer true. Today, more than ever, it's time to re-think how - and often why - you communicate with customers, prospects, investors and other key audiences. Join us as we take a fresh look at communication, how to shake it up, and ultimately how to fix breaking it.

Tony Hines from BHW1 will present, "Shake Up Your Advertising: If It Ain't Broke, Break It."

Parking is free for MarCom meetings in the lot south of the Herak room on the Gonzaga campus.

Meeting fee details: The meeting fee, which covers breakfast, is $15 for members, $25 for non-members, $5 for student members and $15 for student non-members. (Only full-time students qualify for reduced rates. School I.D. is checked at the door.) 


We'll celebrate the marketing and communications achievements of the past year on April 24th at 5 p.m. at the Martin Woldson Theater at the Fox!

Click here to RSVP by this Friday, April 20th to reserve your seat at this event.


Job Interview Advice from the Front Lines

Alyssa AndoSpring brings thoughts of renewal, and, for some, the beginning of a new opportunity or perhaps a career. Recently I have been working with my husband on his portfolio and interview skills, hearing from several friends who want to advance their careers, and attending “Seize the Moment,” a Career Services dinner at Whitworth University. This is probably a good time to compile advice for job interviews – for the soon-to-be graduate seeking an entry level position and for those experienced practitioners seeking new opportunities.

As you know, I believe that the networking and connections made through MarCom can provide some great opportunities. But now what? That glowing recommendation from your MarCom friend got you in the door, but how do you “wow” the management? I took the liberty of polling a few MarCom members who recently interviewed candidates for openings within their organization. Additionally, I gleaned some thoughts from human resources managers during a panel at “Seize the Moment.” Some advice from both sources:

1. Do your homework. 

Melanie Fisher, Development and Communications Manager at INBC, went through countless resumes and interviews for an open position in her department last year. She was surprised at how many applicants thought they knew all about INBC because they had donated blood, but few knew anything about the two major components of the job opening – INBC’s major fundraising event, “Epicurean Delight,” and their social media efforts. These are two items easily found in a quick Internet search or perusal of their website.

Melanie and the HR managers at “Seize the Moment” agree it is important to carefully review the job description and tailor your resume and cover letter accordingly. And more importantly, make sure you, your skills and your experience fit the position.

2. Prepare. 

At Desautel Hege Communications, Partner Sara Johnston shared with me that applicants are expected to arrive to an interview with a resume and some writing samples. Top candidates often participate in a writing exercise. She recommends authenticity – come ready to communicate what sets you apart from other applicants and your “authentic brand platform.”

Recently, my husband Daryl applied for a project manager position. When he was called for an interview, I asked him about his portfolio. “What portfolio?” It had been over ten years since his last interview and he failed to realize a portfolio or other materials beyond a resume could be important, even if they don’t ask for them. He also needed to brush up on his interview skills, but practicing with his wife or a friend wouldn’t provide the proper environment. Job interviews are daunting, so he scheduled some practice sessions with one who is properly intimidating, his mother-in-law. She was more than happy to oblige! Daryl got the job and the company found it refreshing to interview a candidate who arrived so prepared for the process.

3. Be yourself, but don’t become too comfortable or informal. 

Jennifer Van Vleet and her marketing department at Coffman Engineers just hired for a new position. With the interviews still fresh in her mind, I asked for interview advice. What sticks with her is that applicants should let their own personality shine through in the interview. “Of course,” Jennifer says, “you want to be professional and confident, but not to the point where it appears you’re trying too hard. I think confidence mixed with the right amount of humility is important.”

At “Seize the Moment,” a Moss Adams manager gave similar advice, but then the Caterpillar manager interjected and also suggested that a candidate not become too comfortable. She explained that too often, toward the end of the interview; a candidate will loosen up and say something that makes her question, “is he really talking about this…in an interview?”

Whatever your spring renewal entails, have a good one. If it includes new job opportunities, I hope this article helps you prepare. And of course, I sincerely hope your spring includes the Spark Awards and our May meeting!

Favorites this month:

The 2011 Orange County Resume Survey, Saddleback College
That Used to Be Us: How America Fell Behind in the World It Invented and How We Can Come Back,” Thomas L. Friedman and Michael Mandelbaum

Alyssa Ando
MarCom President


We want to give a huge thank you to all of our 2012 Spark Award supporters and sponsors. Your generosity will help provide three amazing students with incredible internships this summer.

If you were unable to sponsor this year, but want to donate to our internship program, please contact Crystal Schaeffer-Flynn, Fundraising Chair, at 509-242-8291 or

For a complete list of our 2012 Spark Award Sponsors click here.


Maggie CrabtreeInternships 101

Maggie Crabtree, APR
Communications Manager
Camp Fire USA Inland Northwest Council 

Hosting a fresh, eager intern is a great way to review the basics of our craft and test what you know. But don’t be fooled. Interns are a big responsibility.

Businesses are under strict rules about how unpaid interns can be put to work. You’ll need to know if your intern is paying an institution to receive credit for the experience, and if L&I insurance is covered through their internship program. Ask your HR department to assist you and provide the intern a clear orientation according to your company policies.

“Let the intern do that!” is not a catch-all statement. I like to interview students prior to their arrival, discuss their goals and get their experiential “wish list.” Match your organizational communication needs to your intern’s goals by picking two to three projects that can be accomplished within his or her time frame with your organization. This gives the student a realistic taste of planning, prioritizing and juggling deadlines.

Make time. Find a regular check-in time to provide guidance and feedback. Have a back up person your intern can worth through if you can’t be available so work can continue. Don’t forget to take field trips. Let them experience a bit of your job. Help them network with people they’d like to meet by making introductions. Bring them to MarCom! Have them submit a Spark Award entry.

Have an exit strategy. Keep duplicate binders of your intern’s work, one for your office so you can carry on after the internship, and one for the student as a portfolio of work.

Finally, ask for feedback. Ask what parts of their internship worked and what could be improved. You get the chance to learn too! It is so rewarding to watch former interns get jobs and be successful. The colleagues and friends you will gain in the process are worth it! 


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Many a small thing has been made large by the right kind of advertising. - Mark Twain