Craig Dezern, vice president of global public relations for Disney Destinations, presented a keynote address at the PRSSA 2011 National Conference. Dezern started working with Disney in 1996, and now directs the consumer public relations work across the globe for Walt Disney Parks and Resorts.
During his keynote address, Dezern provided insight and advice on what it takes to make it to the top of such a competitive industry such as:
• When you want to deliver a message globally, you must listen. Be sure to utilize local expertise, observe everything, ask questions, look for connections and focus on one market at a time.
• When participating in global public relations, go farther than your hotel room and conferences. You need to know your audience and observing the culture when you visit is a great way to do this.
• Connect your global brand to a local story.
• Get curious about the world — be well read, look for speakers that come to campus, take advantage of opportunities to travel and learn a foreign language.
• Ensure you understand cultural customs to avoid obvious blunders.
What advice do you have for students breaking into international public relations? How can they prepare and become well-qualified for global careers?
Reganie Smith-Love is a junior at California State University, Fresno. She currently serves as the Director of Finance for the Paul D. Adams Chapter of PRSSA and as Associate Director of TALK, Fresno State’s student-run firm.